Marketing 2016
Over the last few decades, the leading advertising media have been A) radio and television B) radio and billboards C) television and newspaper D) radio and newspaper
C) television and newspaper
What is the most effective demonstration in the selling process? A) Feature-benefit presentation B) Question and answer session C) Memorized presentation D) Use of the product
A) Feature-benefit presentation
To increase the odds that a company's web site will rank high on Google search, the company should consider using A) SEO B) EDI C) CRM D) FTC
A) SEO
What happens if the buyer does not pay for a delivery that has been made COD? A) The shipment is returned to the seller. B) The buyer is allowed a set amount of time to keep the shipment. C) It is a criminal offense, much like theft. D) The shipping company retains possession.
A) The shipment is returned to the seller.
Which of the following transportation systems is most flexible? A) Trucks B) Airplanes C) Pipelines D) Railroads
A) Trucks
Considerations of media and message are part of which type of marketing strategy? A) advertising B) trade promotion C) sales promotion D) personal selling
A) advertising
Products are classified as being business or consumer products according to the A) buyer's intended use of the product. B) location of use. C) seller's intended use of the product. D) goals of the organization.
A) buyer's intended use of the product.
Which one of the following enables a company to attain organizational objectives by predicting and influencing the competitive, political-legal, economic, technological, and social-cultural environments? A) environmental management B) political-legal environment C) technological environment D) social/cultural environment
A) environmental management
What is a selling practice that is regulated because it reduces competition? A) exclusive dealing B) discount pricing C) incentive contracts D) product labeling
A) exclusive dealing
An economic system in which individuals depend on supply and demand and the profit margin to determine what to produce, how to produce, how much to A) free enterprise system B) planned economy C) command economy D) traditional system
A) free enterprise system
TCBY Yogurt wants to expand its line of food products. The managers sent surveys to consumers to determine which food items would appeal to them. TCBY is currently in the ______ phase of new-product development. A) idea generation B) test marketing C) product development D) business analysis
A) idea generation
Which one of the following statements is unwise advice for social media marketing specialists when dealing with online feedback from customers? A) promptly delete negative posts to protect the company image B) document offensive posts, delete from wall, and send private message to user about why C) like or retweet positive feedback or reply with thanks when possible D) acknowledge factual posts with a wall response
A) promptly delete negative posts to protect the company image
When the effect of price changes is taken out of GDP, we have A) real GDP B) GDP per capita C) inflated GDP D) undervalued GDP
A) real GDP
Which one of the following is not an example of an individual characteristic that might influence a consumer's purchasing decision? A) reference group B) personality C) attitude D) self-concept
A) reference group
What would be the most cost-effective channel of distribution for a very complex product, developed for a specific target market? A) Product B) Direct C) Personal D) Indirect
B) Direct
To prevent unwanted telemarketing, the U.S. government maintains a list of individuals who wish to be excluded from telemarketing calls. This list is referred to as the A) Caveat Emptor B) Do Not Call registry C) Sherman Act D) FDA records
B) Do Not Call registry
What government agency enforces truth-in-advertising laws? A) Securities Exchange Commission B) Federal Trade Commission C) Bureau of Consumer Fraud D) Food and Drug Administration
B) Federal Trade Commission
Which of the following would have the most inelastic demand? A) Bicycles B) Insulin C) Chairs D) Pizza
B) Insulin
Identifying and understanding the markets a c A) market management B) product and service management C) market planning D) selling
C) market planning
Business markets are typically divided into four categories. These categories are A) retailers, wholesalers, services, and non-profit firms. B) manufacturer, wholesaler, retailer, and services. C) producers, resellers, government, and institutional. D) producers, manufacturer, resellers, and government.
C) producers, resellers, government, and institutional.
"Pork the other white meat" is an example of A) product attribute B) product price and quality C) product classification D) product user
C) product classification
Which form of competition is place (distribution) the most important marketing mix factor? A) monopolistic competition B) monopoly C) pure competition D) oligopoly
C) pure competition
Which selling concept is illustrated? Using marketing research information to determine the appropriate customers who are interested in and able to buy the company's products or services. A) suggestion selling B) product knowledge C) qualifying customers D) assess and satisfy needs
C) qualifying customers
Calling the customer a week after the purchase to determine if they are happy with a purchase is referred to as A) service call B) order fulfillment C) sales follow up D) customer service
C) sales follow up
A unit of ownership in a corporation is called a A) bond B) dividend C) share of stock D) certificate of deposit
C) share of stock
The highest possible price that can be charged is determined by A) distributor B) marketer C) target market D) desired profit
C) target market
Which of the following is not an example of primary research? A) A company's own sales records B) Test marketing C) Consumer panels D) Questionnaires
A) A company's own sales records
What does a company give to a salesperson when they are hired to sell their product? A) Control B) Skill C) Time D) Flexibility
A) Control
Christie's business produces specialty soups and often gives away free samples, accompanied by cents-off coupons, to introduce new soups to the market. The firm is relying upon A) sales promotion. B) personal selling. C) advertising. D) publicity.
A) sales promotion.
All of the following are elements of a sales contract except A) sales warranty B) delivery date C) specified price D) quantity
A) sales warranty
Dell, Disney, and Yahoo are examples of A) trade names B) trademarks C) brand names D) copyright symbols
A) trade names
What elements make up the promotional mix? A) Promotion, place, product, price B) Advertising, personal selling, publicity, sales promotion C) Sales promotion, personal selling, rebates, coupons D) Advertising, public relations, publicity
B) Advertising, personal selling, publicity, sales promotion
Which of these agencies is a non-profit entity that collects and provides free business reliability reviews on more than 4 million businesses? A) FDA B) BBB C) FTC D) B2B
B) BBB
A "marketing-orientated" business sees life from the perspective of which of the following? A) Employees B) Customers C) The government D) Suppliers to the business
B) Customers
___________ are combined in point-of-sale research. A) Personal interview and mystery shopping B) Natural observation and personal interviews C) Survey and observation D) Experimental and natural observation
B) Natural observation and personal interviews
What are economic resources? A) Land, capital, free enterprise B) Natural resources, capital, equipment, labor C) Land, oil, water, air D) Free enterprise, profit motive, voluntary exchange
B) Natural resources, capital, equipment, labor
When introducing a new line of golf clubs, Calloway provided retail stores a large, cardboard image of a professional golfer using the clubs to be displayed at the front of the store. Calloway provided stores with what form of promotion? A) FPB display B) POP display C) EDI display D) SKU display
B) POP display
What is a type of guarantee that a manufacturer makes regarding the condition of a product? A) Service contract B) Product warranty C) Technical support D) Service extension
B) Product warranty
What is the purpose of the more than 3000 promotional messages the average person is exposed to every week? A) Educate the marketplace of the value of planned purchases. B) Tell the consumer about products that are available and to encourage exchanges in the marketplace. C) Persuade customers to take action after emphasizing a product's advantages. D) To inform the public of the use and need of products.
B) Tell the consumer about products that are available and to encourage exchanges in the marketplace.
What is the primary source of information about customers in the selling process? A) Sales presentations B) The customers themselves. C) Target market studies D) Salespeople
B) The customers themselves.
Which one of the following best describes the importance of personal selling to a company. A) better communication of convenience products B) all other activities of a firm can produce no benefits unless selling occurs C) efficient support of a large customer base D) marketing costs for the company are reduced
B) all other activities of a firm can produce no benefits unless selling occurs
The difference between the monetary value of a nation's exports and imports is the: A) global marketing strategy B) balance of trade C) strategic alliance D) gross domestic product
B) balance of trade
A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers is called a(n) A) niche market B) brand C) product D) market strategy
B) brand
Which one of the following is the most common reason why people shop online? A) products are usually in stock B) can shop at any time of day C) can research many products at the same time D) prices are better online
B) can shop at any time of day
A promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs. A) interactive advertising B) cross-promotion C) direct marketing D) guerilla marketing
B) cross-promotion
The quantity of a product that is desired by consumers is called A) supply B) demand C) price D) goods
B) demand
A corporate strategy that incorporates various elements of the marketing mix to drive users to a Web site for the purpose of purchasing a product or service is called A) online advertising B) e-commerce C) internet planning D) web-based promotions
B) e-commerce
Attractive packaging frequently influences the purchase of A) needs B) impulse items C) staple goods D) inexpensive items
B) impulse items
Today, personal selling is commonly used in A) advertising B) industry sales C) wholesale D) door-to-door selling
B) industry sales
The act of trying to gain sensitive data from a user by sending the individual an e-mail that requests an update to an account of a legitimate web-site is called: A) cookies B) phishing C) pop-up advertising D) opt-in
B) phishing
The managers of several companies have gotten together to set prices for their businesses in order to eliminate competition. What illegal activity is taking place? A) price discrimination B) price fixing C) price indexing D) price control
B) price fixing
The responsibility of a manufacturer or vendor of goods to compensate for injury caused by defective merchandise that it has provided for sale is called A) the guarantee B) product liability C) limited warranty D) warranty
B) product liability
The root of most complaints with respect to _________ is that certain groups are shown in subservient, unflattering ways. A) taste B) racial and ethnic stereotypes C) puffery D) advertising controversial products
B) racial and ethnic stereotypes
When demand for a product increases at a greater rate than the supply of the product, manufacturers of this product will look to A) offer rebates B) raise prices C) hold prices steady D) lower prices
B) raise prices
Ideally, a company's decision to enter international marketing should A) be made without regard to political or legal considerations. B) result from a careful study and analysis of market potential and company capabilities. C) evolve over time. D) be determined by the actions of their most significant competitors.
B) result from a careful study and analysis of market potential and company capabilities.
All the people in the group a company is interested in studying are known as: A) population B) sample C) random sample D) study group
B) sample
The process of dividing a total market into market groups because people within each group have relatively similar product needs is called A) target marketing. B) segmentation. C) concentration. D) diversification.
B) segmentation.
The final business organization in an indirect channel of distribution for consumer products is A) the producer B) the retailer C) the wholesaler D) a transportation company
B) the retailer
Which of the following would NOT be a good choice for an indirect channel of distribution? A) Customers are located in a limited geographic area. B) Complex product, developed for specific customer needs. C) Availability of a product at a "one-stop" shopping venue. D) Business wants to maintain control over the marketing mix.
C) Availability of a product at a "one-stop" shopping venue.
Which of the following might be used by a marketer to position a product? A) Downgrading consumer choices. B) Ignoring competition. C) Explaining how features benefit customers. D) Reciting features to customers.
C) Explaining how features benefit customers.
Which of the following is a reason to conduct market research? A) To decide what to make. B) To make hiring decisions. C) To set realistic targets. D) To create a web presence.
C) To set realistic targets.
What is article marketing? A) Writing an article about marketing. B) Using a blogger to write about your product. C) Writing an article that offers quality information based on keywords, then placing on your site or sharing. D) Using keywords to get hits on your site.
C) Writing an article that offers quality information based on keywords, then placing on your site or sharing.
If the local Holiday Inn decided to give free coffee every morning to guests at the motel, this would be considered A) a marketing mix. B) expensive. C) a marketing tactic. D) an advertising ploy.
C) a marketing tactic.
Which one of the following market entry strategies is the most common for existing forms? A) alliances B) fast follower C) brand extender D) first mover
C) brand extender
Which one of the following is a disadvantage of primary market research? A) focused B) up-to-date C) expensive to collect D) exclusive
C) expensive to collect
In the personal selling communication process, when a potential buyer tells a salesperson an objection to buying the product, this is an example of A) noise. B) decoding. C) feedback. D) encoding.
C) feedback.
A business that treats the world, including its home market, as one market would be best described as engaged in which one of the following? A) uni-national marketing B) international marketing C) global marketing D) regular foreign marketing
C) global marketing
A code of ethics A) is the lowest level of ethical behavior exhibited by an employee B) is the level of ethical behavior demanded only in the United States C) is the level of ethical behavior demanded by an individual, a business, or a culture D) is required by law in every business
C) is the level of ethical behavior demanded by an individual, a business, or a culture
This marketing tool offers incentives to customers to ensure repeat purchases A) customer profiling B) promotions C) loyalty programs D) database marketing
C) loyalty programs
All of the following are characteristics of a free enterprise system except A) competition B) profit maximization C) market controlled by the government D) private property
C) market controlled by the government
Marketing refers to A) the process of identifying target market segments for a product or service B) the activity involved in ultimately getting a product or service to the ideal consumer and organizations that might want to purchase it C) the activity for creating, communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society D) the production of products or services that will generate the highest return on the dollar for the business
C) the activity for creating, communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society
When Procter & Gamble sells different types of diapers, paper products, bath soap, and detergents, this class of products is referred to as the A) market segments. B) trademark. C) the width of the product mix. D) product arrangement.
C) the width of the product mix.
What can identify potential customers and help you understand your existing customers? A) Product management B) Market segmentation C) Target markets D) Market research
D) Market research
What is a description of the marketing strategies of a business and the way the business will operate to accomplish each strategy? A) Marketing objective B) Marketing strategy C) Marketing outline D) Marketing plan
D) Marketing plan
Which of the following would be a true statement regarding pricing a company website? A) What is sold and how it is shipped will be the most important factor in determining the cost of a website. B) Web design is not usually an expense of ecommerce. C) Templates are more expensive than custom websites. D) A custom design would cost more than using a template or basic design.
D) A custom design would cost more than using a template or basic design.
America's largest trading partner is A) China. B) the United Kingdom. C) Mexico. D) Canada.
D) Canada.
Target carries a wide assortment of vacuum cleaners from different manufacturers. For vacuum manufacturers, which essential intermediary task is Target performing? A) Adding services B) Moving the goods efficiently C) Breaking bulk D) Consolidating goods
D) Consolidating goods
What is a major factor that impacts marketing strategies when the economy takes a downturn? A) Consumers are ready to buy. B) Marketing strategies are consistent through all phases of the economy. C) Marketing strategies have to reach larger numbers. D) Consumers have less disposable income.
D) Consumers have less disposable income.
What would be a characteristic of a production-oriented company? A) Reliance on aggressive marketing tactics. B) Assuming consumers will purchase the product if the company makes it. C) Reliance on customer information. D) Developing a product wanted and/or needed by customers.
D) Developing a product wanted and/or needed by customers.
What would be a source of new product ideas? A) Identify low population areas. B) Identify low cost materials. C) Identifying fashion trends. D) Identify problems customers are having with existing products.
D) Identify problems customers are having with existing products.
Which of the following is an example of a capital good? A) Household appliance B) Gasoline C) Clothing D) Machinery
D) Machinery
Which of the following is NOT true about price collusion? A) Multiple companies work together. B) Price collusion is illegal. C) The price of a product is elevated. D) Price collusion is beneficial to consumers.
D) Price collusion is beneficial to consumers.
The element of the marketing mix demonstrated when a company distributes coupons at a local retail store is the A) Product B) Price C) Place D) Promotion
D) Promotion
Which of the following would be a good way to handle a customer complaint? A) Take it personally B) Transfer to someone else C) Passive-aggressively D) Resolve quickly
D) Resolve quickly
Which one of the following factors supports the maintenance of a direct channel of distribution? A) a large number of consumers B) consumers who are spread out geographically C) the producer is not concerned about having control of the marketing mix D) a complex product developed to meet specific consumer needs
D) a complex product developed to meet specific consumer needs
To get a sale from a very large customer, Henry agrees to buy the purchasing agent a new car. This is called a: A) deception B) sales pressure C) confidentiality breech D) bribe
D) bribe
Markets fall into one or two categories. These categories are A) homogenous and heterogeneous. B) consumer and customer. C) organizational and business. D) consumer and business.
D) consumer and business.
The organized actions of groups on consumers seeking to increase their influence on business practices is: A) socialism B) a social issue C) communism D) consumerism
D) consumerism
The way in which products are sold is known as a A) promotional route B) marketing channel C) marketing source D) distribution channel
D) distribution channel
59) Which one of the following statements is true about telephone survey techniques? A) phone surveys are less expensive than mail surveys B) businesses that want an immediate reaction to an event should choose mail surveys over telephone surveys C) they are highly inflexible D) generally they have a higher response rate when compared to mail surveys
D) generally they have a higher response rate when compared to mail surveys
Over the past 40 years, A) the value of global exports has generally fallen. B) the growth rate of manufacturing exports has been less than that of mining or of agriculture. C) the United States has steadily decreased its dependence on international trade. D) global exports have grown more rapidly than global production.
D) global exports have grown more rapidly than global production.
The correct sequence of stages that businesses follow as they develop their e-commerce presence on the Internet is A) interaction, information, and integration B) integration, interaction, and information C) information, integration, and interaction D) information, interaction, and integration
D) information, interaction, and integration
Ali is opening a new clothes boutique and wishes to get maximum exposure in her local market with minimal spending. Which one of the following options should she consider in placing ads? A) The Food Channel B) The Today Show C) The Wall Street Journal D) local radio stations
D) local radio stations
The need to compete for international markets, which is made inevitable by the economic system employed by most nations, is based upon A) communism B) barter C) socialism D) mass production
D) mass production
An independent business concern that operates as a link between producers and ultimate consumers or industrial users is called a (n) A) profit center B) channel captain C) global marketer D) middleman
D) middleman
When Coca Cola introduced Coke Zero this was an example of A) product equity B) product life cycle C) product packaging D) product line extension
D) product line extension
A piece of software that acts as an online store's catalog and ordering process is called a(n) A) home page B) help page C) privacy policy
D) shopping cart
Which type of risk is a consumer considering when deciding to purchase a product when the consumer is concerned that his friends may ridicule his purchase? A) time-loss risk B) performance risk C) financial risk D) social risk
D) social risk
The media plan includes: A) product descriptions B) specific advertisements C) the advertising theme D) the types of media and the actual media that will be used
D) the types of media and the actual media that will be used
A building designed to store large amounts of raw materials or finished products until they can be used or sold is a: A) retailer B) wholesaler C) distribution center D) warehouse
D) warehouse
