marketing exam 2 questions
To help visitors find relevant content, search engines are constantly visiting every page of each website to determine what content they hold, a process known as:
Crawling
Ron has created an advertisement for his carpentry business that shows the high praise he has received from renowned woodworking experts. Which of the characteristics of the SUCCESS model is this an example of?
Credible
What kind of pricing calculates variable costs only?
Direct-cost pricing
True or False: According to the text, contests should run for as long as possible in order to get the greatest number of customers to participate.
False
True or False: Billboard ads are a good choice for personal selling because everyone sees them and it gives potential customers a lot of detail about the product being advertised.
False
True or False: Skimming is the task a search engine performs to visit every page of every website to determine its content.
False
True or False: The percent of adults in the US on at least one social media platform has declined in recent years.
False
True or False: Video and livestream use in social media has decreased in recent years.
False
True or False: la carte pricing simply means purchasing items in bulk to gain a discount.
False
Twitter is well suited for long-form blogging and reaching a teen demographic
False
Which of the following is NOT one of the characteristics of Instagram? Has stories feature, Has a younger audience, Largest user base of the traditional social media platforms, Visual-based platform
Largest user base of the traditional social media platforms
The on-page SEO factor that relates to the quantity of content found on a web page is:
Length
Effective frequency represents the _____ number of times that a person needs to hear or see an ad for it to make a difference or for the customer to take an action and respond to the commercial.
Minimum
The extremity aversion theory lets us marketers know that
People tend to avoid the extreme price choice options
Ron has created an advertisement for his carpentry business featuring a family that bought a cradle, used it for all of their children, and eventually passed it down to the next generation. Which of the characteristics of the SUCCESS model is this an example of?
Stories
True or False: With direct marketing, the goal is to receive a direct response from the customer rather than selling in a retail location.
True
The on-page SEO factor that relates to including descriptive words and keywords in a page's address is: Length, URLs, Design, Content
URLs
a real estate agent directly mails you a postcard encouraging you to use her service. this could be an example of: A) outdoor advertisement B) direct marketing C) digital marketing D) frequence
B) direct marketing
Which social media is the only platform to be forward-looking? Facebook, LinkedIn, Pinterest, Instagram
Fixed costs are:
The costs associated with the operating and marketing expenses of a company
The stages of personal selling prospecting is:
pre-approach approach presentation close follow-up
true or false: your widget company is in an industry where there aren't many differences in products in the market. you tend to compete based on price against your competitors. is this is an example of a dumb industry?
true
In what industry do companies tend to compete on price?
Dumb industry
The process of getting back links from external websites is called
Link-building
You are a marketer looking to target college graduates and sell B2B. What platform should you use to promote your products?
A store sells a product for below cost with the idea that customers will ultimately spend more on other available products, thus offsetting the profit loss on the product that is on sale. Which pricing strategy is this?
Loss leader
What does SEO experts agree has the most impact on the pages rank
OFF SITE SEO
Customers often use price as an indicator of a product or service's quality. This means:
They may take high price as an indicator of the product's high quality, rather than as an indicator that the product is simply overpriced
Which of the following is designed to allow content to go viral quickly? Instagram, TikTok, Twitter, Facebook
TikTok
Marketers can target specific audience with magazine ads, because magazines are often topic based
True
Jane is looking to advertise her bird-watching store. Jane does not need mass marketing and she just wants to reach bird watchers. Since this is a specific topic, she should look at using what advertising medium? Bird-watching magazine, Radio advertisement, National commercial, Billboard
bird-watching magazine
A specific type of online display advertising that shows adds to people who visited the advertisers website is called
remarketing
With multiple-unit pricing, a marketer offers:
A price break for purchasing multiple units of a product
Customers often use price as an indicator of a product or service is quality this means:
They may take high price as an indicator of the products high-quality rather than as an indicator that the product is simply over priced.
Which of the following is NOT an example of a sales promotion?
An insurance company using a billboard ad
True or False: Social media refers to websites and applications that are platforms where users can share content and information and interact with each other.
True
True or False: The first rule of a successful advertising campaign is to understand as precisely as possible the audience for the advertising.
True
True or False: The remind and reinforce function of advertising works well when a product has high brand awareness among the target market.
True
True or False: Waste coverage refers to advertising that reaches people who are not part of the target market and are not potential customers.
True
To decide which social media platform(s) on which to market, a company should strategically look at all of the following items except:
Which platform fits their advertising budget
what is price elasticity?
change in demand in a market in response to a product's change in price
where is the personal selling prospecting stages do you obtain the sale?
the close stage
True or False: Video and livestream use in social media weaken a company's marketing strategy.
False
You're selling the product PuppyChowChow dog food to dog owners everywhere for $35 a bag. You've found the industry to have high price elasticity and a few competitors. Which of the following would be the most strategic move for the short term?
Keep the price stable to maintain sales
What is social media monitoring? Watching others' social media accounts, Listening for social media conversations that are relevant to your brand, Using skills to interpret social media trends, None of these
Listening for social media conversations that are relevant to your brand
An Orlando-based birdseed company wants to target a specific audience: bird enthusiasts. They are seeking an easy and affordable solution, even if it has a short lifespan. A good solution for the birdseed company could be to advertise on which of the following?
Local cable TV bird-watching show
What type of backlink is obtained through intentional link-building activities? Self-created, Manufactured, Earned, Natural
Manufactured
You have a new product that you'd like to gain a lot of traction and interest from customers with. Your strategy is to get as many initial customers as possible in the beginning so that you can gain their loyalty ahead of competitors. You strategize that you can raise prices later once customers fall in love with your product. What pricing strategy would best fit this scenario?
Market penetration
_____ is when a company introduces a product at a low price to gain market share.
Market penetration
How many ad sizes does the Google Display Network allow an advertiser to use?
More than 10 ad sizes are supported
True or False: Online display ads tend to have lower Click-Through-Rates than search ads.
True
True or False: Personal selling is a promotional tool where a purchase relies heavily on the company-client relationship in order to occur.
True
True or False: Pinterest is a visual scrapbook where users pin and organize items from the web.
True
True or False: Researching the keywords that should ideally trigger a PPC search ad to display is the heart of search marketing.
True
True or False: Sales promotions such as coupons and free samples reduce the risk of initial product purchase for customers.
True
True or False: Social media provides consumers a means of communication and community.
True
What % of US adults are now on at least one social media platform?
72%
why is it important to track customer response to prices? A) because pricing too high or too low can lead to drastic changes in demand, and must therefore be compensated for B) it's not important. all pricing research should be done theoretically, before the product launch C) because deciding the base price for a product is a good reference of how strategic your company's understanding of their own product is D) because it is important to track customer response to prices
A) because pricing too high or too low can lead to drastic changes in demand, and must therefore be compensated for
you're selling the product PuppyChowChow dog food to dog owners everywhere for $35 a bag. you've found the industry to have high price elasticity and a few competitors. which of the following would be the most strategic move for the short term? A) keep the price stable to maintain sales B) raise the price to increase the profit margin, as customers will likely keep purchasing C) turn the product into a loss leader to gain more customers D) cross-promote with a competitor and offer bundle pricing
A) keep the price stable to maintain sales
you would like to get customers into your ToySnap store during the Black Friday sales events. you strategize that if you offer two or three breakable toys at really low prices even below what you paid for them, it will get customers to shop there. this would be an example of which psychological pricing strategy? A) loss leader B) odd-even pricing C) anchor pricing (referable) D) prestige pricing
A) loss leader
you're getting ready to launch the newest model of your FancyFone product: a phone with all the bells and whistles. you od market research and find the following: 25% of your customers would pay $900 for it and would buy it immediately; 25% would pay $800; 50% would only pay $700 but don't mind waiting to purchase until the price drops. which pricing strategy would be the most strategic to maximize profits? A) skimming B) market penetration C) flat-rate pricing D) prestige pricing
A) skimming
How does ad targeting work for online display ads?
A) using similar criteria for targeting for search ads B. Using very different criteria from targeting for search ads. C. Targeting as it's not supported for display advertising. D. The only targeting criteria supported is by device, smart phone, PC and tablet A) using similar criteria for targeting for search ads
according to the SUCCESS model, what statement should you avoid to remain credible? A) we do great work B) we are certified by the better business bureau C) in 2021, we won the chamber of commerce's award for trustworthiness D) listen to our well-known client share about their great experience
A) we do great work
Search engine optimization helps drive more of which type of traffic to a webpage
A)paid b)referral c)Organic d) all of the above C) Organic
What is a series of advertisement messages that share a common idea and theme and run for a limited amount of time?
Ad campaign
With the PPC model, advertisers pay for every ______.
Ad click
The component of an online display advertising network that is the people or organizations that create and pay for ads is the:
Advertiser(s)
Social media provides consumers a means to which of the following? - Community - Marketing - Communication - All of these
All of these
Why is it important to do Search Engine Optimization in order to rank high? - The first result on a search engine results page gets the most clicks - Few people bother to go past the first search engine results page - There are billions of searches performed everyday - All of these are correct
All of these are correct
Which of the following statements about PPC Search ads is true? The ads are text only, Search ads typically cost more than online display ads, Search ads typically have higher CTRs than online display ads, All of these statements are true
All of these statements are true
Phyllis is a saleswoman with Paper Suppliers Inc. Stanley works at a newspaper who needs to purchase paper in bulk for the year. After connecting with Stanley on Linkedin, Phyllis asks for Stanley's availability to set up a sales meeting. Setting up a meeting would be considered a part of which stage in the personal selling process?
Approach
Cost based pricing would not be particularly strategic for which of the following:
Artist because the value of the materials is often a very small portion of the total value they put into the given project.
jane hates cats and will never own a cat. she sees an ad for cat treats. to the marketers at the cat treat company, jane would be considered part of their advertising's ___. A) SUCCESS model B) waste coverage C) promotional mix D) AIDA model
B) waste coverage
A company who recently had an ethical scandal is concerned with its image. The company decides to hire a public relations specialist. The public relations specialist should NOT be expected to have extensive knowledge on which of the following: B2B personal selling, Managing publicity, Promoting positive brand image, Lobbying for the good of the company
B2B personal selling
Jane is looking to advertise her bird-watching store. Jane does not need mass marketing and she just wants to reach bird watchers. Since this is a specific topic, she should look at using what advertising medium?
Bird-watching magazine
Phyllis is a saleswoman with Paper Suppliers Inc. Stanley works for a publisher who needs to purchase paper in bulk for the year. Phyllis is currently showing Stanley all of the information and benefits of buying from Paper Suppliers Inc. and addressing his concerns regarding a potential purchase. Which stage in the personal selling process is this an example of? A) Close B) Follow-up C) Presentation D) Approach
C) Presentation
with multiple-unit pricing, a marketer offers: A) a price hike for purchasing multiple units of a product B) a multiple-unit multiplier for multiple purchases of single units C) a price break for purchasing multiple units of a product D) a bundle price but no option to purchase individual units
C) a price break for purchasing multiple units of a product
kevin owns a coffee shop. there are many other coffee shops in his town. which sales promotion would encourage customers to stay loyal to his coffee shop? A) internal communication B) frequency C) frequent-user program D) prospecting
C) frequent-user program
your company installs piering underneath people's houses to stabilize the foundations. it's hard for your customers to see if the job has been done correctly initially and any mistake could cause the houses to crumble. your company is well-known and has excellent reviews. which psychological pricing strategy would be best in this situation? A) odd-even pricing B) la-carte pricing C) prestige pricing D) flat-rate pricing
C) prestige pricing
Which of the following refers to websites and applications that are platforms where users can share content and information and interact with each other? Marketing, Facebook, Social media, Feed
Social media
what are the key indicators of a smart industry (thus giving it the name smart)? A) greater use of computer systems and programming B) simpler pricing structures, reducing the amount of convoluted technobabble C) a greater amount of price elasticity D) a more complex pricing structure and less head-to-head competition on price
D) a more complex pricing structure and less head-to-head competition on price
What is the metric that represents a visitor taking the ideal action on the page an ad links to?
Click
which of the following is an example of bundle pricing? A) purchasing a car B) buying a taco, complete with meat, lettuce, cheese, taco shell, and paper packaging C) buying a DVD< complete with disc, case and cover D) purchasing a value meal at a restaurant that includes an entree, side, and a drink
D) purchasing a value meal at a restaurant that includes an entree, side, and a drink
True or False: Using reference pricing helps your product stand out as the more prestigious option in the market.
False
What is the first step to a PPC ad campaign? Set an objective, Research keywords, Define the audience, Build a landing page
Define the audience
A real estate agent directly mails you a postcard encouraging you to use her service. This could be an example of:
Direct marketing
Instagram and Facebook stories features are an example of which of the following
Ephemeral marketing
A company is tracking the number of people who were exposed to a recent at this company is tracking number of impressions that it's ad received
FALSE..
A sales promotion is a long-term promotional tool used by businesses to foster relationships with its customers
False
Add XYZ company marketer, Pam Simpson internal email to the finance department about a new marketing policy. This is an example of promotion.
False
Although the social media platforms have different overall usage numbers, the age distribution for each platform is similar.
False
Because it shows the product in a bad light, marketer shouldn't post a picture of a wrong use of their product
False
Billboards are good for niche marketing targeting because they reach a wide segment of the population
False
Contrary to popular belief, and a smart industry, companies to be dumb.
False
Ephemeral marketing is utilizing influencers and marketing on social media
False
Natural back links are those obtained through intentional link building activities
False
Out of all of the social media and media sharing sites, YouTube has the lowest usage rate for percentage of adults using platforms in the US
False
Price and value are functionally, identical
False
Skimming is the task a search engine performs to visit every page of every website to determine its content
False
Skimming is win a marketer introduces a product into the market at an initial low price and then raises it overtime
False
Targeted marketing on social media does not help marketers cut costs
False
The success model is used by marketers to create an organize their sales promotions
False
True or False: A company is tracking the number of people who were exposed to a recent ad. This company is tracking the number of impressions that its ad has received.
False
True or False: LinkedIn is best suited for companies that are targeting a teen demographic and have visually appealing products.
False
True or False: LinkedIn is well-suited for real-time reporting.
False
True or False: Manufactured backlinks are those that occur because someone found content on a page useful and linked to it.
False
True or False: Out of all the social media and media sharing sites, YouTube has the lowest usage rate (for percent of adults using platforms in the US).
False
True or False: Search ads are image-based ads that randomly appear on websites that participate in an advertising network.
False
True or False: Search ads are much more visual than display ads.
False
True or False: Search engine providers like Google publish the specifications of their algorithm to make it easier to do SEO.
False
True or False: The advertiser that bids the most for keywords that trigger a search ad will always get the top position on the SERP.
False
True or False: Twitter is well-suited for long-form blogging and reaching a teen demographic.
False
You open a new dog park in the city. Customers pay five dollars a week and can take their pet to the park as much as they would like. This is an example of which type of pricing.
Flat rate pricing
You open a new dog park in the city. Customers pay $5 a week and can take their pet to the park as much as they would like. This is an example of which type of pricing?
Flat-rate pricing
Your software company sells online subscriptions to musicians. The customers pay $10 a month and can download unlimited sheet music. This is an example of which type of pricing?
Flat-rate pricing
Kevin owns a coffee shop. There are many other coffee shops in his town. Which sales promotion would encourage customers to stay loyal to his coffee shop?
Frequent-user program
Make up brand offers a free use reusable tote with purchase over $50. This is example of which of the following.
Gift premium
Seth is marketing a product in a dumb industry during a economic slump. His competitors are all slashing prices. Which of the following is probably his most strategic but stay afloat.
He's just going to have to match prices with the others. And a dumb industry prices all that matters.
Seth is marketing a product in a dumb industry during an economic slump. His competitors are all slashing prices. Which of the following is probably his most strategic bet to stay afloat?
He's just going to have to match prices with the others. In a dumb industry price is all that matters
How does having unique features affect the way a product is priced?
If customers value those features, that can allow you to either price similarly to a competitor or even higher
While driving on the highway, Kelly notices a billboard for a product that she had not previously heard of. Kelly is not sold on the product, but will google it later. What purpose did this advertisement have for Kelly?
Inform
If you are looking to follow the trends in ad spending, you should probably stray away from which of the following?
Newspaper ad spending
SEO experts agree ______ has the greater impact on page rank.
Off-site SEO
What do SEO experts agree has the most impact on a page's rank?
Off-site SEO
The on-page SEO factor that relates to the length of time it takes a web page to appear in a browser is: Bounce rate/dwell time, Page load time, URLs, Design
Page load time
Burton is a pharmaceutical sales representative who travels to each his clients and works with them individually to provide a customer solution to each of their specific needs regarding prescription medication's. Which is this an example of?
Personal selling
You're launching a new online subscription service, and you'd like to use the Extremity Aversion Theory to your advantage when pricing. In that case, you should do which of the following?
Provide three different plans for an online subscription service, marking the middle option as recommended
A marketer can use extremity aversion strategically by providing higher or lower priced options in relation to the target option. Which of the following would be an example of this?
Providing three different plans for an online subscription service, marking the middle option as recommended
The component of an online display advertising network that is the websites that accept advertising is the: Advertiser(s), Publishers, Advertising network, Consumers
Publishers
Which of the following is an example of bundle pricing?
Purchasing a value meal at a restaurant that includes an entree, side, and a drink
What is the metric Google derives for a web page that considers keywords, ads, and landing page experience?
Quality Score
What are the links that a marketer creates and embeds in places like forum posts or blog comments? Manufactured backlink, Self-created backlink, Natural backlink, Man-made backlink
Self-created backlink
Which of the following refers to websites and applications that are platforms where users can share content and information and interact with each other?
Social Media
Which of the following is NOT one of the characteristics of Twitter?
Suited for products, companies, or causes that can be expressed visually and artistically
Which of the following is NOT one of the characteristics of Twitter? - Suited for real-time reporting and short thoughts or commentary - Posts have short lifespans - Posts are easily shared - Suited for products, companies, or causes that can be expressed visually and artistically
Suited for products, companies, or causes that can be expressed visually and artistically
You'd like to market your sports drink on social media. Your target market is those who are in their teens and twenties and are interested in sports. You'd like to share short video clips in the hopes of having content go viral quickly. Which platform would be the best fit?
TikTok
Wendy's responds to a happy customer on Twitter with, This is great to hear! Please DM us the info on the location you visited. We will share your compliments with their management team. This is an example of what type of social media monitoring function?
To encourage current brand fans
Wendy's response to an unhappy customer on Twitter with we're sorry to hear that! Please DMS the restaurant location in your phone number so we can make this right this is an example of what type of social media monitoring function?
To provide support for complaints
Content for landing pages should align very closely with the look & messaging of the ads they support
True
In a smart industry companies tend to use more complex pricing and have more pricing options. There is less head-to-head price competition.
True
On-page or on-site, SEO affects how page ranks for relevancy
True
Over 70% of adults in the US are now on at least one social media platform
True
Promotion focuses on external communication with people outside of the company, and typically involves influencing them to make a purchase.
True
Social media provides consumers a means of communication and community
True
The first rule of a successful advertising campaign is to understand as precisely as possible the audience for the advertising
True
True or False: A price is simply what is being charged or exchanged for a product or service. This may not be the same as value.
True
True or False: An ad impression occurs every time an ad appears.
True
True or False: An important goal on social media is to interact and build conversation.
True
True or False: Content for landing pages should align very closely with the look and messaging of the ads they support.
True
True or False: Facebook has the largest user base of the traditional social media platforms.
True
True or False: Instagram is well-suited for products or companies that can be expressed visually or artistically.
True
True or False: It is important to monitor what consumers are saying about a brand.
True
True or False: On-page or on-site SEO affects how pages rank for relevancy.
True
True or False: One key to successful advertising on any social media platform is to establish an advertising objective.
True
The on-page SEO factor that relates to having content not found on other sites is:
Unique Content
According to the SUCCESS model, what statement should you avoid to remain credible?
We do great work
The definition of value is:
What the product or service is worth to the customer
Examples of Sales promotion would be: coupons free samples frequent-user program all of these
all of these
what is a dumb industry?
an industry where companies only compete with prices
true or false: a price is what a product or service is worth to the customer
false
true or false: every time an impression occurs, it means that a person is actively watching or listening to the ad
false
true or false: in the personal selling process, prospecting involves presenting information and benefits to the potential customer via mass media while also addressing any concerns or objections
false
The promotional mix contains:
sales promotion public relation personal selling direct marketing advertising
