Marketing Quiz Questions

Advertising seeks to achieve one or more objectives--cognitive, affective, and behavioral. The cognitive objective: A. Builds awareness B. Gains interest C. Gains liking D. Stimulates action E. Both B and C are correct

A. Builds awareness

The process of cleaning, unifying, and preparing unorganized and scattered data sets for easy access and analysis is known as: A. Data wrangling B. Data exploration C. Data modeling D. Deployment and socialization E. Digital dominance

A. Data wrangling

Johan, a research analyst for LEGO, has been gathering information about age, gender, and income for Southeast Asia, particularly Indonesia, Thailand, Singapore, Malaysia and Philippines. Johan is gathering _________ data: A. Demographic B. Psychographic C. Generational cohort D. Economic E. Political preference

A. Demographic

The global marketing strategy based on a standard platform combined with some modification for the market is called: A. Glocal B. Global C. International D. Multinational E. Multi-cultural

A. Glocal

Internal marketing activities, between the company and its employees, are important because: A. How employees feel about the company, products, and services correlates highly with employee engagement and service quality. B. Moments of truth create promises for results. C. The physical environment provide evidence of service quality. D. Services are inseparable and variable. E. Reliability creates assurance.

A. How employees feel about the company, products, and services correlates highly with employee engagement and service quality.

Procter & Gamble (the maker of Bounty, Crest, and Tide) was the first company to focus attention on winning the first moment of truth--the first three to seven seconds it takes shoppers to make up their minds about considering, comparing, and/or selecting a product from the retailer's shelves. To do this, Procter & Gamble marketing managers focus on: A. In-store advertising and packagingCPM--cost per thousand impressions B. Intensive distribution C. Big box stores D. CPM--cost per thousand impressions E. Discount stores

A. In-store advertising and packagingCPM--cost per thousand impressions

Products travel through life cycles starting with introduction stage and finishing with maturity stage. In which stage of the product life cycle do marketing managers seek to build product awareness and consumer experience? A. Introduction B. Growth C. Maturity D. Decline E. Obsolete

A. Introduction

While grocery shopping, you remember that you are almost out of toothpaste. So, out of habit, you promptly put a tube of your favorite brand of toothpaste in your shopping cart. For you, toothpaste purchases represent what kind of buying decision? A. Low involvement B. High involvement C. Medium involvement D. General involvement E. Confirmatory involvement

A. Low involvement

The number one reason products fail is because they do not deliver functional and/or emotional benefits to consumers. Which myth of unethical marketing does this counter? A. Marketers push products consumers don't want to buy B. Consumers are no match for the power of marketing C. Marketing is deceptive, not truthful and honest D. Marketers believe in planned obsolescence E. Marketers believe a sustainability strategy does not maximize shareholder wealth

A. Marketers push products consumers don't want to buy

Suppose you are a sales manager for Intel. One of your salespeople is struggling with the presentation step of the sales process. As you coach this salesperson, you begin by explaining that the purpose of the "presentation" step of the sales process is to: A. Match the benefits of your product offering to the customer's needs. B. Qualify the buyer. C. Gather data on the customer. D. Create entertaining PowerPoint slides to engage the customer. E. Close the sale.

A. Match the benefits of your product offering to the customer's needs.

Pfizer, a multinational pharmaceutical company, deploys sales representatives to encourage physicians to prescribe Pfizer products, such as Prevnar, LYRICA, LIPITOR, and Xeljanz, to their patients. This is an example of: A. Push strategy B. Pull strategy C. Physical strategy D. Preventive strategy E. Progressive strategy

A. Push strategy

Often the reason research results are invalid is because the data sample is irrelevant--coverage error. To minimize coverage error, researchers should: A. Qualify or screen respondents for the study to hit the target population B. Conduct focus group interviews C. User personal interviews D. Open the research to the general population E. Increase the sample size by using Web and email questionnaires

A. Qualify or screen respondents for the study to hit the target population

While on a trip to Los Angeles, Abbie saw Emma Watson (AKA Hermione Granger of Harry Potter and Beauty and the Beast fame) buying a jacket from H&M. As soon as she had the chance, Abbie purchased the same style jacket from H&M. Which factor influenced Abbie's buying behavior? A. Social B. Cultural C. Psychological D. Individual E. Collective

A. Social

Kirsten's manager at Pillsbury asked her to identify data that relate to human behavior in order to identify consumer insights. What is a consumer insight? A. The capacity to gain an accurate and deep intuitive understanding of a consumer B. The ability to obtain inside trading information from the consumer C. The process of understanding how consumers view past marketing campaigns D. The means by which consumers seek unsought goods and services E. The method of grouping consumers into relatively homogeneous subgroups.

A. The capacity to gain an accurate and deep intuitive understanding of a consumer

Net Promoter Score (NPS) enables businesses to measure progress of their brand. NPS is the difference between: A. The percentage of brand promoters and the percentage of brand detractors B. National brands and store brands C. Competitor brands and company brands D. The percentage of swing group members and the percentage of swing group non-members E. Introduction stage and growth stage in the product life cycle

A. The percentage of brand promoters and the percentage of brand detractors

Product positioning is: A. The place a product occupies in the target customers' minds B. Shelf size and location in major retail chains--grocery and department stores C. Geographic segmentation, often within major metropolitan and suburban areas D. A careful analysis of cross tabulations E. What marketers do to a product

A. The place a product occupies in the target customers' minds

Why dosen't "me too" positioning work as a value positioning strategy? A. The positioning approach does not give consumers a reason to change B. Competitors are just too difficult to copy C. Competitors may have lower cost structures D. Imitation is the sincerest form of flattery E. Customers want consistency among competitors

A. The positioning approach does not give consumers a reason to change

Unit contribution is: A. Unit price minus unit variable cost B. Unit price divided by total contribution C. Contribution multiplied by the total number of units sold. D. Fixed cost divided by price minus unit variable cost E. The break-even volume for a specific product item

A. Unit price minus unit variable cost

Because startup businesses lack established relationships in the market, a sharp and well-respected image in consumers' minds, a successful track record, and ample financial resources, they must let a new business idea bubble up from a customer or employee feedback, address it with a differentiating tactic, and then build a business strategy around the tactic. This is called a: A. Top-down mindset B. Bottom up mindset C. Mature phase of the product life cycle D. Skimming strategy E. Cross over strategy

B. Bottom up mindset

Marketing employs some of the most sophisticated analytical methods used in business. Suppose your client provides you a data set of survey responses from credit card users and asks you to identify market segments based on the data. Which analytical method is most useful for this research project--classifying credit card users into various segments based on how they respond to demographic and behavioral questions? A. MaxDiff analysis B. Cluster analysis C. Conjoint analysis D. Factor Analysis E. TURF analysis

B. Cluster analysis

For marketers, the three components of sustainabilty are: A. Supporting the firm's mission, objectives, and strategy B. Consumers' wants, the company's requirements, and society's long-term C. Growing the business in spite of social, economic, and competitive forces D. EPA, OSHA, and FTC certifications E. Sustaining leaders, co-workers, and subordinates

B. Consumers' wants, the company's requirements, and society's long-term

Achara is a marketing manager for a new line of Thai food. The company wants to launch this new line in Scandinavia--Denmark, Norway, Sweden, Finland, and Iceland. Achara knows that social forces affect consumers' attitudes, beliefs, lifestyle, and ultimately consumption behavior. Which social force has the most influence on Achara's new product line--affecting what people eat? A. Demographic B. Culture C. Generational cohorts D. Regulatory E. Economic

B. Culture

Reference price is an important concept in pricing strategy. ______________ is what you think you should pay, given your past experience and the buying situation, and _______________ is what what everyone else is paying for the product. A. External reference price; internal reference price B. Internal reference price; external reference price C. Referral reference price; accepted reference price D. High reference price; low reference price E. Personal reference price; relevant range reference price

B. Internal reference price; external reference price

When The Clorox Company purchased the right to manufacture and sell products under the Brita name in the United States, Clorox entered into a(n) _________ agreement with Brita GmbH. A. Exporting B. Licensing C. Joint Venture D. Foreign Direct Investment E. Diadic

B. Licensing

Extensive, data-driven research demonstrates that the primary determinants of B2B salesperson performance are: A. Appearance, appreciation, promotion, product B. Motivation, skill, aptitude, role perceptions C. Assertivness, charisma, charm, company D. Quotas, competition, compensation, budets E. All of the above

B. Motivation, skill, aptitude, role perceptions

The marketing mix for services includes the 4P's of marketing (product, price, place, and promotion), plus: A. Processes, physical environments, and potential customers B. People, process, and physical environment C. Political environment, physical environment, and personal environment D. People, perishability, and personality E. People, politics, and psychology

B. People, process, and physical environment

Which pricing strategy is used when marketers set a relatively low price to obtain market share quickly at the expense of not capturing consumer surplus? A. Price skimming B. Price penetration C. Promotional pricing D. Cost-plus pricing E. Competitive pricing

B. Price penetration

Which sales promotion method is best for products that are consumed faster when greater quantities are available? A. Value-added promotions B. Price promotions C. Trade promotions D. Coupons E. Interactive promotions

B. Price promotions

Honda is a Japanese public multinational conglomerate corporation primarily known as a manufacturer of automobiles, aircraft, motorcycles, scooters, generators, water pumps, lawn and garden equipment, rotary tillers, outboard motors, robotics, and small engines. Closely related products that compete in the same general product category (e.g., automobiles and trucks)--Accord, Civic, Crosstour, CR-V, CR-Z, FCX Clarity, Fit, Insight, Odyssey, Pilot, and Ridgeline--represent a: A. Product item B. Product line C. Product mix D. Product life cycle E. Production promotion

B. Product line

Advertising effectiveness is measured by: A. The amount of humor and the level of entertainment B. Recall (remember the ad and the advertiser) and persuasion (remember the benefit) C. Media buying--CPM, GRP, TRP D. Brand legacy E. Push versus pull promotions

B. Recall (remember the ad and the advertiser) and persuasion (remember the benefit)

Home Depot is planning a TV advertising campaign to target do-it-yourselfers who do maintenance projects on their house, condo, or other dwelling units they own. To find such information, the Home Depot marketing research team begins by using data from the US Census Bureau. This is an example of: A. Primary data B. Secondary data C. Observational data D. Convenience data E. Dichotomous data

B. Secondary data

Because DuPont marketing managers positioned STAINMASTER as a premium carpet, they selected a distribution type that would make price premiums possible, encourage the use of marketing support tools such as carpet-comparisons and in-store kiosks, and provide adequate national coverage through a limited number of qualified retailers. This distribution type is: A. Intensive distribution B. Selective distribution C. Exclusive distribution D. Competitive distribution E. Dual distribution

B. Selective distribution

To establish successful long-term brands and businesses, marketing managers must abide by ethical and socially responsible standards. This is particularly important in the current marketing environment because today's consumers: A. Are forced to filter through mountains of information B. Reject big business C. Demand transparency and honesty D. What a diversified portfolio E. Face pressure from multiple competitors

C. Demand transparency and honesty

Malibu Boats, specialize in the production and marketing of recreational water sports boats, primarily for wake boarding and wake surfing. What type of income is used to purchase expensive boats and accessories offered by Malibu Boats? A. Gross income B. Disposable income C. Discretionary income D. Total income E. Benchmarking income

C. Discretionary income

Entrepreneurs face a David and Goliath competitive landscape. To have a fighting chance, entrepreneurs need to: A. Copy the market leader's strategy B. Copy a market follower for a safe position in the marketEmbrace constraints and find a unique way to compete C. Embrace constraints and find a unique way to compete D. Find more resources to compete with the market leader E. Match the strategy of the closest competitor

C. Embrace constraints and find a unique way to compete

In the United States, people born during the same time period and who share similar life experiences are referred to as: A. Geographics B. Psychographics C. Generational cohorts D. Economics E. Culture

C. Generational cohorts

When choosing channel members, Brioni, an Italian company that offers an exclusive brand of tailored clothing, selects only high-end retailers like Harrods, Neiman Marcus, and Saks Fifth Avenue. Brioni does this to enhance: A. Product benefits B. Service benefits C. Image benefits D. Enhancing product E. Non-price costs

C. Image benefits

Cereal Partners Worldwide (CPW) was established in 1991 by General Mills (USA) and Nestle (Switzerland) to produce and market ready-to-eat breakfast cereals worldwide. The companies share ownership, control, and risk. This is an example of which global market entry strategy? A. Exporting B. Licensing C. Joint Venture D. Foreign Direct Investment E. International

C. Joint Venture

Skullcandy, a $300 million headphones and audio accessories business located in Park City, Utah, recognized a growing trend in the purchase and use of digital audio devices--MP3 players. The company created a unique line of headphones, earbuds, and docks to capitalize on this growing business. This is an example of which part of the SWOT analysis? A. Strength B. Weakness C. Opportunity D. Threat E. Option

C. Opportunity

Although economists view markets as structures that allow buyers and sellers to engage in exchange, marketers focus on: A. Products and services of the exchange B. Pricing of the exchange--penetration versus skimming C. People of the exchange--buyers and sellers D. Competitors in the exchange--substitutes and threats E. Geography of the exchange--domestic and global

C. People of the exchange--buyers and sellers

Measuring the WOW Factor is a useful approach for testing new ideas. The Six Thinking Hats framework provides a useful process for drilling down on the WOW Factor. In this framework, the Yellow Hat represents: A. Facts about the new idea B. Emotional, gut reaction to the new idea C. Perceived benefits or positive support for the new idea D. Perceived shortcomings or concerns with the new idea E. Ideas for improving the new idea F. A summary of the process and lessons learned

C. Perceived benefits or positive support for the new idea

Emma is under a lot of stress at home. She needs money to pay off several credit cards. Because of her position in the company, she has access to the company's banking accounts. According to the fraud triangle, which aspect is missing from this potentially unethical situation? A. Pressure B. Dishonesty C. Rationalization D. Opportunity E. Money

C. Rationalization

Jetlev water-propelled jetpack shoots out twin streams of water that will keep a person airborne (over 30 feet in the air) and move a person across the water's surface at 22 mph. The entrepreneurs who developed this new product found the idea by: A. Solving everyday pain B. Riding a wave of interest C. Stretching or entertaining an idea to the extreme D. Cool hunting in foreign markets E. Build on a core product

C. Stretching or entertaining an idea to the extreme

The most critical stage of the new product development process is the concept testing stage because: A. Type I and Type II errors can be estimated B. Profit projections, including sales forecasts and costs, are estimated C. This is the first time the idea is tested with potential customers D. Product development begins in earnest E. All elements of the marketing mix are tested

C. This is the first time the idea is tested with potential customers

Marketing analytics should lead to: A. Better solutions for consumers B. Better marketing investments for companies C. Better control of government regulations D. A and B E. All of the above

D. A and B

In the consumer behavior process, problem recognition is caused by: A. A disrepancy between internal sources and external sources of information B. A discrepancy between information search and evaluation of criteria C. A discrepancy between post-purchase evaluation and consumption D. A discrepancy between a person's current state and desired state E. Using the multi-attribute attitude model

D. A discrepancy between a person's current state and desired state

Research on marketing services identifies five determinants of service quality--reliability, assurance, tangibles, empathy, and responsiveness. Tangibles include: A. Delivering and performing the service dependably and accurately B. Competence, courtesy, and credibility C. Access, communication, and understanding D. Appearance of physical facilities and personnel E. Helping customers promptly

D. Appearance of physical facilities and personnel

Social media services created a new vocabulary such as cost-per-click (CPC), click-through-rate, and cost-per-action (CPA). Because ads must generate enough interest to get a click and clicks must generate an action leading to a sale, the critical number is: A. CPM--cost per thousand impressions B. CPC--cost per click C. CPGW--cost per gross weight D. CPA--cost per action E. CPCC--cost per cohort connection

D. CPA--cost per action

Research suggests that satisfied frontline employees lead to satisfied customers. Nurses represent the frontline in health care. The working situation for nurses may affect job satisfaction. Indeed, a recent study of medicare reimbursements found much higher job dissatisfaction and burnout among nurses who were: A. Older than 45 years old B. Working in the public sector C. Assigned to K-12 schools D. Caring for patients in hospitals and nursing homes E. Working in rural areas

D. Caring for patients in hospitals and nursing homes

In order for a sales team to achieve the full potential, modern day sales organizations assign specialized roles to increase efficiency and production of their sales teams. For example, ________________________ are farmers, with the sole responsibility of increasing customer loyalty and retention through additional services so that customers continue to use and expand a firm's product and service offerings. A. Market Response Reps B. Sales Development Reps (SDRs) C. Account Executives (AEs) D. Customer Success or Client Development Reps E.Sales Managers

D. Customer Success or Client Development Reps

When Unilever entered India with package goods (Sunsilk Shampoo, Rexona Deodorant, Vaseline), the company changed the packaging and pricing for many products to adapt to Indian consumers. This is an example of: A. Standardization B. Commoditization C. Realization D. Customization E. Humanizing

D. Customization

The overall attractiveness of a foreign market depends on the risks and rewards of conducting business in the country of interest. Inadequate protection of intellectual property (IP) in a number of developing countries has caused some U.S. companies to avoid certain foreign markets because of the ____________ risk. A. Competitive B. Economic C. Political D. Legal E. International

D. Legal

Considering a product's competitive angle, _______________ is about finding significant pain points that are personally relevant to the target market while _______________ is about demonstrating product-solving benefits. A. Quantifiable Support, Unique Product Claim B. Reason to Believe, Dominate Situations C. Dominate Situations, Quantifiable Support D. Need to Believe, Reason to Believe E. Unique Product Claim, Need to Believe

D. Need to Believe, Reason to Believe

Landyachtz recently launched a new Slide Glove for longboarders--Ly Leather Slide Gloves. The local market segment consists of a few longboarders in Provo Canyon. Retailers in the Utah market are worried that the segment size is not large enough to make this product profitable. Which characteristic of effective segmentation is lacking? A. Accessible B. Durable C. Measureable D. Substantial E. Unique needs

D. Substantial

Frito-Lay produces more than 20 varieties of chips. Suppose a retail store offers to stock five of Frito-Lay chips products in each store across the country. Which marketing research technique would you recommend Frito-Lay use to determine the optimal variety of chips to stock in each store? A. Cross tabs B. Analysis of variance C. Regression analysis D. TURF analysis E. Conjoint analysis

D. TURF analysis

Perceptual maps show the judgments customers make regarding the performance of a brand's features and benefits. Gap analysis extends the perceptual maps method by asking customers to make judgments regarding: A. Cultural differences among consumers B. The performance of competitive brands C. Psychological differences among consumers D. The importance of a brand's features and benefits to the buying decision E. The performance of external forces in the environment

D. The importance of a brand's features and benefits to the buying decision

Today's salespeople face highly informed customers and unprecedented pressure to sell more and sell faster. To boost performance, sales organizations rely on technology and sales tools. Combined, these technologies and sales productivity tools are called: A. Firm resources B. Productivity enhancers C. Automatic enhancers D. The sales technology stack E. Tech boosters

D. The sales technology stack

Each social network platform has unique strengths. Which platform is best for product demonstrations and tutorials? A. LinkedIn B. Facebook C. Pinterest D. YouTube E. Pandora

D. YouTube

Break-even analysis provides a useful method for examining the relationship between price, cost, revenue, and profit at various levels of sales. At the break-even point: A. Total revenue equals total cost. B. There are no profits. C. There are no losses. D. A and B E. All of the above

E. All of the above

In order to effectively tell a story with data, analysts should apply the following: A. Know your audience B. Begin with the end in mind C. Recognize the core of your story D. A and B above E. All of the above

E. All of the above

Marketing managers use elements of the promotion mix to communicate value to consumers by: A. Informing them about the benefits of the product B. Persuading them to try or continue using the product C. Reminding them of the product benefits D. A and B above E. All of the above

E. All of the above

Social media marketing may be more effective than traditional marketing communications channels because social media: A. Offers greater flexibility of content and duration B. Has credibility similar to word-of-mouth C. Can build awareness and interest at a much lower cost D. Both A and B E. All of the above

E. All of the above

The ultimate goal of marketing research is to help managers make good marketing decisions. Good decisions require: A. Good data for which an organization must rely on correctly-worded and properly-ordered questions B. Representative sample C. Appropriate data-analysis model D. A and B above E. All of the above

E. All of the above

IKEA (one of the great stores in the world) consciously designs retail space to orchestrate various dimension of the store—layout, color, sounds, and signage—to appeal to consumers' emotions and encourage buying. This is called: A. Sales promotions B. Wheel of retailing C. Location D. Retail control E. Atmospherics

E. Atmospherics

The possible price range for a product is: A. Above the seller's cost of goods sold B. Below the buyer's perceived value C. Below the seller's cost of goods sold D. Above the buyer's perceived value E. Both A and B are correct F. Both C and D are correct G. All of the above are correct

E. Both A and B are correct

A marketing insight is a deep understanding of consumer attitudes and beliefs that has power to shape consumer behavior. Marketing insights have limitations because: A. People seek high involvement products using routine problem solving B. People make decisions based on the situation C. People are not all the same D. Both A and B are correct E. Both B and C are correct

E. Both B and C are correct

Everyone uses hangers. They have been around for more than 100 years. Joy Mangano thought about how many hangers people use and asked how she could make one better. Her solution is Huggable Hangers, a no-slip, color-coded, space-saving, velvet-flocked hangar. Joy found this idea by: A. Stretching or entertaining an idea to the extreme B. Cool hunting in foreign markets C. Solving everyday pain D. Riding a wave of interest E. Building on a core product

E. Building on a core product

A sketch or composite picture of the ideal customer who buys or may buy the firm's products is known as a(n) A. Decision maker B. Influencer C. Gatekeeper D. Personal shopper E. Buyer persona

E. Buyer persona

Your family decides to take a vacation to San Juan Island, Washington. You use the website Vacations4less.com to rent a two-bedroom house in Friday Harbor. Your vacation experience is terrible. The house is dirty and in need of repair. You complain to the local property manager, but he says there is nothing he can do. You return home and write a negative review on Trip Advisor, a travel-rating website. This is an example of: A. Buyer beware B. Firm power C. Threat of entrants D. Bargaining power of suppliers E. Consumer power

E. Consumer power

Expectancy model of motivation includes expectancies, instrumentalities, and valence. The instrumentality part of the model answers the question: A. How many competitors in the category? B. How will my effort affect my performance? C. How much do I value the reward? D. How much money can I expect to make? E. How will my performance be rewarded?

E. How will my performance be rewarded?

Channel members (intermediaries) make the selling of products more efficient by: A. Maximizing the number of contacts necessary between producers and consumers B. Eliminating inventory costs C. Reducing manufacturing costs D. Identifying target markets E. Reducing the number of contacts between producers and consumers

E. Reducing the number of contacts between producers and consumers

What is the key driver in engaging and converting potential customers using social media? A. Multiple media B. Short, precise messages C. Google AdWords D. Product blogs E. Relevant content

E. Relevant content

Alaska Airlines faces the service challenge of perishability because the company cannot save seats from the 8:00 am flight to Seattle for the 2:45 pm flight to San Francisco. What can Alaska Airlines do to address this service challenge? A. Diversify into other forms of transportation B. Change the physical environment of the aircraft to provide tangible cues C. Provide more training for frontline employees D. Hire more employees to handle problems quickly E. Use pricing to manage fluctuating demand or match supply with changing demand

E. Use pricing to manage fluctuating demand or match supply with changing demand

Big data generally are divided into two types—structured and unstructured. Which of the following is Not an example of unstructured data? A. Written reviews--free form B. Text messages C. Surveillance video D. YouTube video E. Yes/No questions

E. Yes/No questions

Market segmentation is the process of grouping customers into relatively homogeneous sets or segments such that customers within a segment are similar to one another in: A. Age and psychographics B. Family and cultural situations C. Their frequency of purchase D. The way they respond to the marketing effort directed torward them E. Geographic location

The way they respond to the marketing effort directed torward them