QUESTION 38 A company can differentiate itself from competitors using symbols such as McDonald's golden arches, Twitter's bird, and the Nike swoosh. Which type of differentiation is this? Channel differentiation People differentiation Image differentiation Services differentiation QUESTION 39 Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as a(n) unique product proposition unique selling proposition unique difference proposition unique benefit proposition unique position proposition QUESTION 36 The final step in the marketing process is capturing value from customers constructing an integrated marketing program building profitable relationships with the customers understanding the marketplace designing a customer-driven marketing strategy QUESTION 37 Lydia's Lights wants to extend its market into Mexico. Before jumping in the company needs to conduct some in-depth research to gauge customer's needs, interests, and buying patterns. Which of the following is the BEST option for Lydia's Lights?" Send out a survey by mass e-mail to the target consumers. Deliver surveys to the target consumers through the mail. Set up a call center to be the base for researchers to telephone the target consumers. Gather only secondary data to minimize expenses. Send researchers door-to-door to collect the data from target consumers. QUESTION 34 When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by developing print and radio advertisements generating person to person brand conversations identifying and targeting late adopters withdrawing from online social networks pushing one-way commercials at customers QUESTION 35 Which of the following needs in Maslow's hierarchy is generally satisfied first? Esteem needs Safety needs Social needs Self-actualization needs Physiological needs OOOOO QUESTION 32 A purse company's ads feature the members of a popular housewives reality show. Product sales increase significantly among the fans. From the fans' viewpoint, the housewives reality show is an) lagging adopter family group membership group reference group late-majority adopter QUESTION 33 Which of the following types of marketing involves creating opinion leaders to serve as brand ambassadors to spread the word about a company's products? Social marketing Traditional marketing Buzz marketing Direct marketing Values marketing