Marketing Final
Through sales, products are transferred to consumers who can then use them. This is an example of which role of selling? a) Increasing product variety b) Promoting competition c) Affecting employment d) Adding utility
b) Promoting competition
Which marketing function provides information to consumers that will assist them in making a decision to purchase a good or service? a) Pricing b) Promotion c) Production d) Distribution
b) Promotion
Which market segment represents customers who prefer a variety of reasonably prices recreational activities? a) Geographic b) Psychographic c) Behavioral d) Occupational
b) Psychographic
A drawback of brans as compared to unbranded products is that which action happens? a) Differentiation of products b) Sell of products at higher prices c) Creation of brand loyalty d) Requirement pf trademark registration
b) Sell of products at higher prices
Booking hotel rooms for vacationers is an example of which marketing? a) Feature b) Service c) Benefit d) Sports
b) Service
Our brand image has a negative perception by our customers. a) This is a symptom of a problem b) This is a problem
b) This is a problem
Our competitor has doubled production a) This is a symptom of a problem b) This is a problem
b) This is a problem
Our customers are not brand loyal to our products a) This is a symptom of a problem b) This is a problem
b) This is a problem
We aren't running our business in the correct manner a) This is a symptom of a problem b) This is a problem
b) This is a problem
Which is an objective of institutional advertising? a) To support personal selling activites b) To demonstrate the organization's role in community affairs c) To introduce new good or services d) To create customer interest in the company's goods or services
b) To demonstrate the organization's role in community affairs
Why would a business use a broad product mix? a) To assure that the product lines are related b) To promote one-stop shopping c) To decrease legal liabilities d) To create the products to the target market
b) To promote one-stop shopping
When conducting research, a student should: a) Only use one search engine b) Use multiple search engine c) Never use a search engine d) Use only the search engine that they are most familiar with
b) Use multiple search engines
Which is an example of an ethical issue that a product or service manager might face? a) Use of color on the label b) Use of environmentally friendly packaging c) Use of packaging as a means of promotion d) Use of nutrition information on a food label
b) Use of environmentally friendly packaging
Why are there specific guidelines for advertising to children? a) Research indicates that juvenile offenders watch more advertising on television than the average child b) Children are impressionable, and the wrong kinds of advertising can affect their development c) A campaign mounted by parents against advertisers states that their children demand the products they saw advertised d) Children revealed, in focus groups, that while they like watching ads, it does not make them behave differently.
b) children are impressionable, and the wrong kinds of advertising can affect their development
By increasing awareness of the need for environmental controls, what had marketing done? a) Made buying more convenient b) Regulated the standard of living c) Improved the quality of life d) Added usefulness to products
c) Improved the quality of life
Which type advertising promotes the support of a bank that gives to community projects? a) Promotional b) Prestige c) Institutional d) Service
c) Institutional
Which technological tools help employees simultaneously access the same information about a business's products? a) Memory card b) Micro-portal c) Intranet d) Generator
c) Intranet
What is new technology enabling businesses to create that is impacting the promotion function? a) Personalized premiums b) Attractive commercials c) Publicity campaigns d) Individualized messages
d) Individualized messages
How have technological advancements enhanced a small business's ability to promote its products? a) Most companies need fewer channels to coordinate and carry out promotional activities b) Small companies now have more money to spend on promotional activities c) Less time and creativity are required to develop effective promotional campaigns d) Information can be communicated by more venues, and messages can be customized
d) Information can be communicated by more venues, and messages can be customized
What is a technologically advanced method that allows businesses to produce products that are specialized for a few customers? a) Intermittent conversion b) Automatic production c) Computerized robotics d) Mass customization
d) Intermittent conversion
Banner and pop-up ads impact the way audiences receive promotional information. These types of messages exist because of which technological development? a) HTMT b) Euronet c) URL d) Internet
d) Internet
What does a salesperson need to do to be successful in selling? a) Always attempt to sell related merchandise b) ask management to limit the number of brands c) Describe the disadvantages of competing brands d) Learn the features unique to the brands she or he sells
d) Learn the features unique to the brands she or he sells
Which marking career field involves determining why customers do what they do? a) Advertising b) Distribution or warehousing c) Sales d) Marketing research
d) Marketing research
A business is behaving unethically if its products label contains what component? a) Nutritional values b) Recyclable materials c) Mandatory requirements d) Misleading information
d) Misleading information
Which type of internal report would indicate to a business that sales for a specific product have dramatically dropped over the past three months? a) Market demographics analysis b) Accounts payable summary c) Annual income statement d) Quarterly inventory status
d) Quarterly inventory status
A request for information is also called a/an: a) Answer b) Study guide c) Web crawler d) Query
d) Query
Using selling to satisfy customers' needs or desires should ensure that the salesperson and the business will both benefit over time from which action or actions? a) Quick profits b) Increased returns c) Added utility d) Repeat business
d) Repeat business
The direction in which a market or industry is moving is called a: a) Trend b) Movement c) Circle d) Brainstorm
a) Trend
The economy affects our business negatively. a) This is a symptom of a problem b) This is a problem
B) This is a problem
Which is a reason that businesses would make changes to it's products? a) To keep up with changing consumer preferences b) To spread risk over a wider area c) To predict the success of the changed products d) To make room for other products
a) To keep up with changing consumer preferences
Which is an example of publicity? a) a news release b) Direct mail c) A billboard d) A television commercial
a) A news release
Which is an example of advertisements stereotyping? a) A television commercial depicts a woman mopping the kitchen with a new floor cleaner b) A print ad shows a middle-aged male pouring orange juice for his children c) A magazine ad campaign presents a variety of people who encourage others to drink milk d) A well-known athlete records a PSA that emphasizes the importance of continuing education
a) A television commercial depicts a woman mopping the kitchen with a new floor cleaner
How do competing businesses within the same industry usually react to each other's promotional mixes? a) By playing follow the leader b) By reducing their promotional budgets c) By trying not to outdo each other d) By changing distribution channels
a) By playing follow the leader
Primary research is: a) Collected for the first time by the researcher b) Obtained from an internet source c) Obtained from a government source d) Collected by visiting a library
a) Collected for the first time by the researcher
Which marketing function helps businesspeople forecast how much will be sold in a given period? a) Market planning b) Risk management c) Promotion d) Channel management
a) Market planning
What does a business need in order to understand why a product that has been a strong seller for a long time is now losing popularity? a) Marketing information b) Sales records c) Secondary data d) Purchasing documents
a) Marketing information
Company XYZ has predicted it will sell 3,000 new microwaves during the "Back to School' sale. Which marketing function is this business using? a) Marketing planning b) Risk management c) Promotion d) Channel management
a) Marketing planning
What does applying the customer-orientation element of the marketing concept enable the business to do? a) Offer products that consumers want to buy b) Persuade customers to buy its products c) Provide more products than consumers need d) Coordinate its marketing activities
a) Offer products that consumers want to buy
Which form of promotion is generally emphasized for complex, technical products sold to industrial users? a) Personal selling b) Sales promotion c) Publicity d) Advertising
a) Personal selling
By monitoring its sales and its customers' buying habits, what is a business often able to identify? a) Popular products b) Research methods c) Economic resources d) Competitors activities
a) Popular products
Dennis has a great idea for a new type of tennis ball that, if produced, would be better than any ball currently on the market. He pitches his idea to a few investors. Which of the four Ps should these investors consider FIRST? a) Product b) Price c) Promotion d) Place
a) Product
Manny has a new idea for a new cleanser that would decrease the time in cleaning tiled floors. He thinks this product would be better than any cleanser currently on the market. Which of the four Ps should these investors consider FIRST? a) Product b) Price c) Promotion d) Place
a) Product
XYZ company noticed that the sales of iPads in blue have increased in sales. What can the business determine about the iPads? a) Product popularity b) Research methods c) Economic resources d) Competitor activity
a) Product popularity
Which type of promotion is depicted by a business's one-time announcement of its half-price sale in the local newspaper? a) Product promotion b) Institutional advertising c) Free publicity d) Sales promotion
a) Product promotion
Which is a presale opportunity for salespeople to provide customer service? a) Providing ample product information b) shipping and delivery c) Maintenance and repair d) Technical assistance and support
a) Providing ample product information
In which stage of brand loyalty do people become aware of the brand a) Recognition b) Satisfaction c) Insistence d) Preference
a) Recognition
Highway 1 restaurant allows customers the opportunity the enter drawings in order to win a birthday cake. Customers register by providing their contact information on a card. What does entering the drawing represent? a) Tactic b) Strategy c) Goal D) Trend
a) Tactic
To promote its summer menu, Danielle's Diner plans to email a %.00-off coupon to its regular customers next Tuesday. The coupon will be valid from June 1 through June 15. What does use of the coupon represent? a) Tactic b) Strategy c) Goal d) Trend
a) Tactic
Costs have increased by 10 percent over last year a) This is a symptom of a problem b) This is a problem
a) This is a symptom of a problem
Employment rose by 2 percent last month a) This is a symptom of a problem b) This is a problem
a) This is a symptom of a problem
Our market share has declined by 5 percent in a growing market a) This is a symptom of a problem b) This is a problem
a) This is a symptom of a problem
Profits have declined by 25 percent for one year ago a) This is a symptom of a problem b) This is a problem
a) This is a symptom of a problem
Sales have dropped for a particular product 10 percent from last month a) This is a symptom of a problem b) This is a problem
a) This is a symptom of a problem
Who do companies use brands for their products? a) To differentiate their products b) To charge higher prices c) To encourage materialism d) To demonstrate creativity
a) To differentiate their products
AFTER the popularity of a product dropped, the business needed a new product to promote that would help to improve its image. Which marketing function would come up with the new product? a) Channel management b) Product or service management c) Selling d) Promotion
b) Product or service management
Paul's plant food is losing its popularity among his customers base. Which marketing function would come up with the improved product? a) Channel management b) Product or service management c) Selling d) Promotion
b) Product or service management
Which is the overall reason that marketing strategies are designed and implemented? a) Improving management techniques b) Achieving planned goals c) Changing the image of the businesses d) Increasing business profits immediately
b) Achieving planned goals
Which marketing career field involves catching customers attention, informing them of products, and persuading them to buy? a) Marketing research b) Advertising c) Public relations d) Product management
b) Advertising
Which is a way that a business can extend the life cycle of an established product? a) By promoting the product to current users b) By finding new uses for the product c) By restricting distribution d) By attracting consumers who are innovators
b) By finding new uses for the product
Which is one way businesses use computer technology to obtain information to improve their product or service mix a) By mailing questionnaires to customers b) By tracking visitors to their websites c) By compiling detailed databases d) By preparing interactive software programs
b) By tracking visitors to their websites
George sold Sandy a new living room set. Which action should George do as an effective follow-up to provide good service and develop a strong relationship with her? a) Ask for referrals b) Call to make sure the products are satisfactory c) Explain the company's business plan d) Send articles about local competitors
b) Call to make sure the products are satisfactory
Which is an effective follow-up activity that salespeople can use to provide good service and develop strong relationships with customers a) Ask for referrals b) Call to make sure the products are satisfactory c) Explain the company's business plan d) Send articles about local competitors
b) Call to make sure the products are satisfactory
A company advertises that its products are durable and lightweight, and come in a variety of colors. Which strategy is the company using to position its products? a) Price and quality b) Features and benefits c) Unique characteristics d) Relationship to other products
b) Features and benefits
In which stave of a product's life cycle do promotional activities focus on differences between competing products? a) Introductory b) Growth c) Declining d) Introduction
b) Growth
What does continuously monitoring internal marketing information enable businesses to do? a) Investigate competitors b) Identify problems c) Evaluate market share d) Analyze economic changes
b) Identify problems
Which best describes the relationship of promotion and marketing? a) Subsidiary b) Interrelated c) Dependent d) One-to-one
b) Interrelated
Why is the quality level of a product an important product or service management decision? a) It identifies a product's brand b) It reflects the image of the business c) It protects the image of the business d) It refers to the way the product works
b) It reflects the image of the business
Which types of information concerning policies and procedures do employees often extract from an internal business report? a) Customer profiles b) New personnel regulations c) Industry research data d) Former local competitors
b) New personnel regulations
Secondary Research is: a) Collected for the first time by the researcher b) Obtained from research previously conducted c) Obtained from interviewing someone d) Collected by administering a survey
b) Obtained from research previously conducted
Kwacky Kwackers needs a new package design for its crackers. Which marketing professional field would be responsible for creating the new package? a) Marketing research b) Product mangement c) Advertising d) Channel management
b) Product management
Why might profits sometimes decline for the company that first introduced the product during the growth stage of a product's life cycle? a) Because sales decline in the growth stage b) Because marketing strategies are adjusted c) Because competitors have entered the market d) Because production is more efficient
c) Because competitors have entered the market
A business determines that it can increase its market share 12 percent by promoting its goods and services to Hispanic females who are 18-34 years old. How is the business segmenting the market? a) By geographics b) By psychographics c) By demographics d) By behaviors
c) By demographics
When a company uses its product wrapping to promote the preservation of an endangered animal species, it is engaging in which practice? a) Political lobbying b) Environmental labeling c) Cause packaging d) Provocative branding
c) Cause packaging
What does the selling function involve that makes it so important? a) Setting high prices b) Displaying products c) Contacting customers d) Obtaining feedback from vendors
c) Contacting customers
Which type of marketing data can a business obtain by reviewing its inventory reports and customer invoices? a) Product quality b) Customers credit limits c) Customers product preferences d) Actual market share
c) Customers product preferences
Some governments regulate promotional activities in their countries to protect consumers from which action? a) Unnecessary media exposure b) Inconsistent selling strategies c) Deceptive advertising d) Unlimited liability
c) Deceptive advertising
Which is an example of an external factor that affects promotion? a) Reorganization of the business b) Increase in a product's price c) Government regulation of ads d) A change in distribution methods
c) Government regulation of ads
Which type of duties do customer professional often perform? a) Preparing ads b) Paying invoices c) Handling complaints d) Receiving shipments
c) Handling complaints
How does promotion benefit customers? a) Causes them to postpone making buying decisions b) Enables them to identify their buying decisions c) Helps them to select appropriate products d) Requires them to spend more on products
c) Helps them to select appropriate products
Joe is a salesperson who will sometimes forgo a sale in order to satisfy a customer's needs. Carol ALWAYS attempts to close a sale at all costs. who is MOST LIKELY to be more successful salesperson. a) Joe because he is a nice person b) Carol because Joe is too timid to close a sale c) Joe because he will get more repeat business d) Carol because she will make more sales
c) Joe because he will get more repeat business
What can salespeople do to maintain good relationships with existing customers? a) Ask for new referrals b) Use customers in advertisements c) Live up to their promises d) Send customers expensive gifts
c) Live up to their promises
Five years after a new product has been introduced, sales begin to level off because customers are purchasing the competitor's brand. Which strategy would be most appropriate to use in this situation? a) Take the product off the market b) Do nothing; fluctuations in sales are common c) Modify the product to renew customer interest d) Triple the advertising budget for the product
c) Modify the product to renew customer interest
if a company purchases survey results, this is called: a) Primary research b) Observational research c) Secondary research d) Ethnographic research
c) Secondary research
According to the marking concept. which option shows company commitment? a) Leaving marketing to the marketing department b) Teaching marketing to college marketing students c) Setting aside funds to research what customers want d) Pricing a product to maximize profitability per item
c) Setting aside funds to research what customers want
Brand or trade names are used primarily to identify which component? a) The market b) The standard c) The product d) The trend
c) The product
What is one advantage of observational research? a) Observational research is expensive to conduct b) Observational research is time-consuming c) The researcher can read body language d) There might be uncontrollable variables
c) The researcher can read body language
Which type of information should employees be able to locate in their company's employee handbook? a) The company's annual report b) The company's list of current job opening c) The use of company property d) The number of vacation days that an employee has taken
c) The use of company property
Which is one way that many businesses use the marketing information contained in sales reports? a) To monitor expense accounts b) To qualify potential new customers c) To improve the effectiveness of salespeople d) To develop negotiation techniques
c) To improve the effectiveness of salespeople
Why should a business continue to monitor an established product? a) To determine the acceptance of a product by a limited market b) To make sure that a marketing plan is firmly in place c) To make changes in order to extend a product's life cycle d) To evaluate how a product might fit the firm's product mix
c) To make changes in order to extend a product's life cycle
A company that makes ink pens claims no other pen on the market uses a type of ink that changes color when exposed to light. The company is positioning its product according to which strategy? a) Price and quality b) Features and benefits c) Unique characteristics d) Relationship to other products
c) Unique characteristics
Which advertising message reinforces the concept of materialism? a) We make this product by hand and use organic materials b) The government rates our product higher than our competitor's product c) You can increase your social status by purchasing this product d) For more information about our line of products, visit our website
c) You can increase your social status by purchasing this product
Which activity is addressed in the product- or service- management function? a) Setting discounts to clear products from inventory b) Determining where products will be offered for sale c) Focusing promotional activities on a new product's release d) Eliminating products that are slow sellers
d) Eliminating products that are slow sellers
Which statement is true about relating to international promotional activities? a) Most countries have a system of check and balances to verify that promotion regulations are fair b) Businesses must submit all promotional materials to the international Ad coalition for approval c) Governments bear the sole responsibility of monitoring promotional materials and regulations d) A business must understand that the laws governing promotional activities vary by country
d) A business must understand that the laws governing promotional activities vary by country
Which situation MOST accurately depicts a promotional ethical issue in relation to children? a) A television commercial portrays preschool-age children eating breakfast b) A print ad in a national teen magazine shows a girl modeling fashionable outerwear c) A radio spot announces an upcoming concert for preteens during the morning time slot d) A newscast teaser televises graphic film clips of a war zone during prime-time viewing
d) A newscast teaser televises graphic film clips of a war zone during prime-time viewing
John runs the marketing department at a well-known clothing store. He needs to solve a problem the company is having with too much inventory remaining after each sale. He gets his marketing team together and starts asking everyone to shout out possible solutions to this problem. John writes down everything on a whiteboard for everyone to view. This is an example of what type of ideation method? a) Starbursting b) Mind mapping c) Substitute products d) Brainstorming
d) Brainstorming
What is at the center of all marketing activities? a) Math b) Technological know-how c) Purchasing d) Communication
d) Communication
A business that says it tires harder because its product is not number one, is using product positioning to achieve which goal? a) Motivate B) Organize c) Upgrade d) Compete
d) Compete
Which is an unethical situation in product or service management? a) Vincent Electronics discontinues production of a slow-moving solar calculator b) Travis manufacturing uses recycled materials for its product packaging c) Donna's dress boutique obtains deep discounts from a new clothing designer d) The Simpson company embellishes the information that it places on its product labels
d) The Simpson Company embellishes the information that it places on its product labels
Why does a company need to know the life-cycle stages of its products a) To prevent imitators from entering the market b) To find new uses or the product c) To predict the length of the life cycle d) To adapt its marketing strategies
d) To adapt its marketing strategies
Determine whether the statement is true or false: It is important for the promotional message to be factual? a) False, it must only be memorable b) True, it should alter facts as necessary c) False, it need not be based on facts d) True, it must be based on facts
d) True, it must be based on facts
