HW4

Chapter 1

1. When creating a marketing plan, what is the first step:
a.Create a marketing budget
b.Create marketing tactics
c. Create a situation analysis
d. Create marketing objectives.
(c)

2. Companies should threat the IMC as:
a. department
b.obstacle
c. investment
d. document
(c)

Chapter 2

1. What is an intangible component of image?
a. goods and services
b. packages and labels
c. corporate name and logo
d. media reports
(d)

2. When a corporate name attempts to capture the essence of the idea behind the brand, it is called:
a. conceptual
b. iconoclastic
c. implied
d. overt
(a)

Chapter 3
1. The trend in the consumer buying environment that emphasizes enriching the lives of consumers and allowing them to surround themselves with comforts is called:
a. pleasure pursuits
b. age complexity
c. individualism
d. cocooning
(d)

2. Most people who were born in the 1970s are known as:
a. Generation X
b. Baby Boomers
c. Generation Jones
d. Silent Generation
(a)