Marketing Exam

Which of the following situations best demonstrates why businesses should retain their records:

A business is planning to sell out to another company.

Which of the following statements is true about the timeliness of research information:

A company that uses out-of-date research data may make poor business decisions.

Which of the following situations is an example of SUGGING:

A marketer tells a customer that s/he is conducting research, and then begins a sales pitch.

What should the first section of an executive summary contain?

A statement of the report's purpose

Which of the following is an example of a team leader using a positive incentive to motivate his/her team members:

Ali told the team that everyone could take the afternoon off if the project was completed on time.

What does a businessperson need to do when preparing for an upcoming negotiation?

Analyze the other person's position

What entertaining form of Internet promotion involves animations that float across the computer screen and move back to their original space?

Banner ads

Sophie is developing the promotional plan for her company, and is working on the section of the plan that involves forecasting the expenses associated with various promotional activities. What component of the promotional plan is Sophie working on?

Budget

Which of the following best describes the goal of amplified word-of-mouth:

Building loyal relationships with the customers

Which of the following statements is true about the use of computer-coded frequent-shopper cards:

Cardholders receive better discounts on certain products than non-cardholders.

Which of the following are touch points that a successful company often uses to communicate its corporate brand to its target market:

Company web site, sales calls, and trade shows

What component is important to include in all types of inquiry letters?

Contact information

Sasha has just received a fax order from a customer. The customer has requested six each of a certain product, but has not indicated the desired color. What can Sasha do to make sure that the customer receives the desired product?

Contact the customer and ask him/her what color s/he wants.

How can a business communicate a print advertisement's message to its audience in an appealing way?

Coordinate the advertisement's elements

What is an advantage of product bundling to a business?

Customers are less likely to buy the individual items from competitors later.

Julianne is going to a chamber-of-commerce luncheon where she will meet several important business leaders in her community. What is the most appropriate clothing for Julianne to wear?

Dark pantsuit, blouse, and low-heel shoes

In the past several years, Jenny noticed that many younger people have moved from her town to larger cities and that a large segment of the town's citizens are reaching retirement age. Jenny realized a need for a variety of home-health care services for the town's senior citizens. What factor presented Jenny with this product opportunity?

Demographic changes

Which of the following is an example of a public-relations activity that involves communicating with an internal audience:

Developing an employee newsletter

What is the advantage to a business that installs external surveillance cameras in prominent locations around its property?

Discourages attempted burglaries

Which of the following is a primary advantage of conducting a focus group to obtain marketing information:

Discussion relevance

Which of the following is an important aspect of a business's operations function:

Establishing efficient processes

Which of the following levels of managers spend most of their time staffing, directing, and controlling the day-to-day activities of the business:

First-line

A jurisdiction's judicial system strives to treat all parties fairly by:

Following legal procedure

What type of software program allows a business employee and a customer to communicate in real time from a computer by typing text?

Instant messaging

Which of the following research methods is an appropriate way to gather marketing information when quick responsiveness and low costs are important issues:

Internet survey

To obtain experience and satisfy graduation requirements, The XYZ University arranged for Desmond to work for a local business in his specific field of study during one semester of the school year. How did Desmond obtain work experience?

Internship

Which of the following situations is an example of a public-relations activity:

Jana prepares a press release about her firm's new licensing agreement with a large company.

Which of the following situations indicates that a marketer should conduct marketing research to resolve a problem:

Losing market share

An electronic data interchange (EDI) system facilitates a company's ability to

Maturity

During which phase of a product's life cycle do its profit margins tend to narrow?

Maturity

It is often best for a business to use an exclusives distribution pattern when it..

Needs to maintain tight control over a product

Which of the following communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders:

Newsletters, annual reports, and the company's web site

Which of the following is often a factor that a business considers when evaluating a vendor's performance:

Order accuracy

What is a negative consequence to a business that engages in the unethical practice of price gouging?

Poor image

What marketing function directly affects how well a product will sell and the amount of money the business will make?

Pricing

What element of the marketing mix involves considerations such as the types of brands that the business carries and the types of support services the business offers?

Product

What type of unethical advertising is being used when a television commercial convinces consumers that they can avoid serious illness by using a particular product?

Puffery

Chadwell's Toy Palace is planning a "buy one, get one free" sale for some popular toys. What will the store need to do to ensure that there are enough products available to meet the changing demand?

Purchase higher quantities of the sale items in a timely manner

The Fragrantly Yours Flower Shop determined that it sells between 35 and 50 dozen red roses each week. What measure is the flower shop using to analyze product sales?

Range

Ben recently purchased a cellular telephone. The manufacturer provided a form and a special code with the telephone's packaging. Ben completed the form, copied his sales receipt, and mailed these items back to the manufacturer along with the part of the packaging that contained the special code. Within six weeks, Ben received a $50 check from the telephone manufacturer. What type of sales-promotion technique was used?

Rebate

When Elliot was tabulating marketing research data, he transposed some numbers as he was converting raw data into numerical values. What type of error occurred?

Recording

Jason is a salesperson who has just landed an appointment with a prospective client who has the potential to provide Jason's company with a lot of business. Jason wants to make sure he is well prepared for his meeting and presentation, so he decides that he needs to obtain information about the client. How can Jason quickly and effectively use technology to learn about the prospective client's business?

Review the prospective client's web site

Which of the following is an external threat that a company might identify while conducting a situation analysis:

Rising inflation rate

Maria is developing her marketing plan for her small, but growing, business. She notes that one of the advantages of her company is that her staff is highly creative and flexible; however, a primary limitation that she faces is that she does not have sufficient financial resources to expand her product line. In which component of the marketing plan would Maria place this information?

SWOT analysis

Which of the following is an example of a secondary source of data that a business can obtain internally:

Sales report

Which of the following is a situation in which horizontal conflict may occur among channel members:

Scrambled merchandising

Kelsey's work team decides that the best way to approach a situation is to have each member focus on different aspects of the issue, such as fact finding, positives, negatives, and emotions. What creative thinking technique is the work team using?

Six Thinking Hats

Why is it important for a business to clearly communicate its budget to employees?

So employees are aware of their effect on the business's profits

The primary advantage to businesses using electronic data interchange (EID) systems in the channel management function is that the systems

Streamline communication between buyers and sellers.

What is a business communicating when it positions a product by emphasizing the unique attributes of that product in relation to similar products marketed by competitors?

Superior quality

Which of the following is an unethical situation in product/service management:

The Simpson Company embellishes the information that it places on its product labels.

Kevin is a salesperson for the Branson Company. A customer asks Kevin for specific warranty information about a new product that Branson recently started selling. Which of the following is the quickest, most reliable source for Kevin to use to obtain the desired information:

The manufacturer's product literature

What is the first thing you need to do when you want to persuade others to take a certain course of action?

Understand your audience

Which of the following are characteristics of effective business information:

Usable, accurate, and retrievable

Which of the following is an unethical practice in relation to marketing-information management:

Using spyware computer programs

Which of the following is a device that helps to ensure that direct-observation research is collected in a neutral way:

Video camera

Which of the following data-collection methods obtains product information during the point-of-purchase process:

Volume-tracking scanner

Which of the following is a legal factor that may affect the business environment:

Wage regulations

Which of the following questions does a well-written marketing-research brief answer:

What is the purpose of the research?

In relation to career success, it important for individuals to assess their strengths and weaknesses so they can

apply their talents where they are best used.

Effective note-taking involves summarizing key concepts in ways that

are meaningful to the note-taker.

Size, weight, condition, and quality are often factors that government agencies consider when they

assign product grades.

After The IWP Company receives online orders from its customers, it quickly replies to all of its customers with the following e-mail message: "Thank you for your order. It will be processed within the next 48 hours." The e-mail function that generates these types of messages is called a(n)

autoresponder.

When participating in a project-status meeting, it is important for a participant to

be prepared to provide an update.

Because the Hubert Company is not sure how to define its marketing problem, it should begin examining the issue by

conducting exploratory research.

A business determines that it can increase its market share 12 percent by promoting its goods and services to Hispanic females who are 18- to 34-years old. The business is segmenting the market on the basis of

demographics.

Slotting allowances are an ethical issue that businesses must consider because these types of fees can

discourage innovation.

A primary advantage to businesses using direct marketing to promote their goods and services is that the messages

enhance the business's credibility.

A business's selling policies are beneficial to customers when they

ensure that all customers are treated fairly.

A business should strive to keep its cash conversion cycle as short as possible so it

has cash available to use.

As an employee of Simpson and Associates, Kevin performs a variety of activities each day, sets his own work pace, and has the authority to make many business decisions. Kevin's job involves __________ scope and __________ depth.

high, high

The most appropriate way for the High-Tech Computer Company to communicate information about its new line of computers at a trade show is by

holding product demonstrations.

Before you analyze the available information to solve a problem, it is important to

identify and check your assumptions

A primary reason that businesses expand their operations in foreign countries is to

increase revenues.

To take advantage of work-related networking opportunities, a businessperson might benefit by

joining a professional organization

During lunch in the company's cafeteria, McKenzie overheard her coworker, Abby tell Kyle that she has a job interview with another firm next week. To respect Abby's privacy, McKenzie should

keep the information to herself and not say anything to anyone

A good indication that you may be making an unethical choice is if you

make excuses to justify your behavior.

A pharmaceutical company fails to warn the public about the possible side effects associated with a new medication. This is an example of a business violating selling regulations through

misrepresentation.

Ingrid is able to access information from her desktop publishing software, word-processing software, and spreadsheet software at the same time on her personal computer. This is an example of an operating system with _____________ capabilities.

multitasking

A primary factor that a business considers when deciding to participate in a trade show is the

number of expected visitors.

An important aspect of a business's production efforts is

obtaining the necessary resources.

An apartment building is an example of a(n) __________ investment.

ownership

When positioning its corporate brand, it is important for a company to evaluate its competitors so it can determine

points of difference.

To reduce the risk of bribery in selling situations, it is a good idea for businesses to develop

product delivery policies.

JIB Corporation's research and development team examined the company's top-selling item and determined ways to improve it. JIB generated these product ideas in relation to

product modification

A business can enhance its customer-service levels after the sales transaction has occurred by

providing product information and generating referrals.

According to Maslow's Hierarchy of Needs Theory, buying behavior that involves the acquisition of goods and services to elevate a person's status or recognition are _____________ needs.

putting the customer at ease.

When a salesperson first begins to establish a relationship with a customer, s/he should focus on

putting the customer at ease.

Ethan is a human resources manager who is attending a job fair to discuss employment opportunities with job-fair attendees. This is an example of a ___________ activity.

recruiting

A government establishes an organization that monitors and ensures that businesses are complying with advertising laws. This organization is an example of a

regulatory agency.

A critical aspect of financial planning involves

saving money for unexpected situations.

A retailer advertises discounted prices for certain items in a local newspaper and deliberately does not change the prices of the items in its computer system during the sale. As a result, customers were charged the original prices at the point of sale. This deceptive pricing practice is called

scanner fraud.

When evaluating the wording of a survey, the editor should make sure that each question contains

simple words without jargon.

One way to demonstrate active listening is by

taking steps to minimize barriers.

Office supplies, computers, steel, and signage are examples of __________ resources that might be needed for projects.

tangible

Governments that have passed "do not call" laws are restricting promotional activities related to

telemarketing.

Consumers may be prompted to increase their spending when

the government implements expansionary monetary policies.

When developing a sampling plan for a marketing-research project, a business must first determine

the size of the group it intends to survey

An important aspect of fulfilling a company's brand promise is to

use touch points to create positive customer experiences.