Marketing cluster exam sample questions

1. A business that effectively coordinates channel management with marketing activities is more likely to provide A. good customer service. B. attractive product displays. C. free delivery. D. flexible credit terms.

1. A. Good customer service Channel management is one of the marketing functions that must work with the other marketing activities to get goods and services from producers to consumers. The goal of marketing is to satisfy consumer wants and needs while achieving company goals. Businesses cannot satisfy those needs and provide quality customer service unless all the marketing activities work together.

11. The human resources manager sends an email to all employees stating that they will need to park on the street on Tuesday because the maintenance department will be repairing the company's parking lot. This is an example of a(n) A. informational message. B. projection report. C. business proposal. D. formal inquiry

11. A Informational message Communicating information involves providing others with facts. In the example, the human resources manager is informing the company's employees about an issue with the company's parking lot. The human resources manager is not writing a projection report, business proposal, or formal inquiry.

15. Two similar brand promises may be carried out differently depending on their A. business environments. B. types of packaging. C. logos. D. slogans.

15. A. Business environments For example, a product that is sold in stores will have different touch points than a product that is sold online. Types of packaging, logos, and slogans should not have a significant impact on how a brand promise is carried out.

20. Legal protection of an invention or a process granted by the government to its owners for a certain number of years is a A. license. B. copyright. C. patent. D. trademark.

20. C. Patent A patent is one form of government protection of private property. Other government protection includes copyrights, trademarks, and licenses.A copyright is legal protection of books and other artistic works granted by government and giving their creators sole rights to them for 28 years.A trademark is an exclusive name or symbol that is placed on a product and may be registered with the government to prevent its use by others.A license is official permission to do or own a specified thing.

26. Adhering to an established set of personal ethics is referred to as A. deceit. B. integrity. C. honesty. D. truth.

26. B Integrity Your integrity involves the overall quality of your moral character. Honesty refers to truthfulness, fairness, and authenticity. Truth is an indisputable or accepted fact. The practice of cheating, misleading, or misrepresenting is known as deceit.

34. Companies spend lots of time and money developing positive organizational cultures because positive culture is linked with A. company failure. B. stock market increases. C. employee turnover. D. improved results.

34. D. Improved results Examples of improved results is employee satisfaction, increased productivity, high morale, and unity among diverse employees. Positive culture is not linked to stock market increases, employee turnover, or company failure.

42. Income from sales, cost of goods sold, gross profit on sales, operating expenses, and net profit or loss are all part of a(n) A. sales budget. B. balance sheet. C. income statement. D. marketing plan.

42. C. Income statement An income statement is a financial summary that shows how much money the business has made or lost. It is also called a profit-and-loss statement. A balance sheet shows a firm's assets, liabilities, and owner's equity.

46. Which of the following is a technology tool that allows a business to observe a customer's Internet activities: A. Hyperlink B. Cookie C. Spam D. Host

46. B. Cookie Cookies are text files that a business puts on a website visitor's computer hard drive. They provide the business with information about a particular customer's browsing behavior, buying patterns, and preferences.

50. Orson, a researcher, is asking a customer a series of questions during a scheduled meeting. Orson is using the __________ method to collect marketing data. A. observation B. relational C. interview D. contact

50. C. Interview Researchers often collect marketing data by conducting interviews with customers. The interviews can take place over the telephone, through the computer, or by holding face-to-face discussions (group or individual). An interview is a good method to use when the business wants in-depth information from the respondents. The disadvantage to holding interviews is the expense. Observation is a research method that involves watching customers. Relational and contact interviews are fictitious terms

54. Would a successful business ever change its marketing strategy? A. No, once a business has a workable strategy, it should always be used. B. Yes, a business should have no more than two marketing strategies. C. No, changing marketing strategies is a complicated process. D. Yes, changes in the marketplace require changes in marketing strategy.

54. D. Yes, changes in the marketplace require changes in marketing strategy. Changes such as price increases, new competition, or an increase in operating expenses require that businesses have flexible strategies. A responsible business operation will be prepared to redesign its strategies as needed.

62. Dmitri is building a new website. Which of the following does he need to register to obtain a web address for his new site: A. Web host B. Domain name C. Site builder D. Street address

62. B. Domain name The domain name that Dmitri registers will be the unique address of his new website. A web host allows a website owner to make his/her site accessible via the Internet. A site-builder is a program including templates and software to create the layout and design of a website. Web addresses are usually picked based on a company name or other important identifier, rather than the company's street address.

63. Which of the following helps in the interpretation of mined data: A. Spreadsheets B. Databases C. Visual representation D. Clustering

63. C. Visual representation Once data has been mined, it is helpful to view it in a visual format so that it can be better understood. Visual tools are more easily understood than spreadsheets. Databases are the systems in which the information is stored. Clustering is a way to analyze data, but it does not necessarily aid in interpretation of data.

7. What is an advantage of verbal communication? A. You use passive listening skills to understand the message. B. Tone of voice can be used to express emotions and thoughts. C. It focuses attention on facial expressions rather than words to express enthusiasm. D. People must see you to understand the intent of your message.

7. B Tone of voice can be used to express emotions and thoughts. This means that people can show their interest and enthusiasm by what they say and by the way they say it. Although body language conveys intent, people can communicate how they feel through their choice of words. The words that people use often express their interest and enthusiasm. A key element of verbal communication is active listening.

77. Which area of promotion will pricing affect? A. Choice of transportation channels B. Advertising budget C. Where the product is offered D. Materials used in production

77. B. Advertising budget. Companies that sell low-priced items will not have as large an advertising budget as companies with higher priced items. Place decisions, including consideration of transportation channels and market location, as well as product decisions, such as selection of production materials, are not areas of promotion.

82. A restaurant wants to develop new menu items that will appeal to its customers. A server mentions that many customers have asked for gluten-free meals, so the restaurant decides to try out a few new gluten-free menu items. What method of idea generation did the restaurant use? A. Observation B. Brainstorming C. Customers D. Trend research

82. C. Customers Companies often rely on input and feedback from customers to generate new product ideas. In this example, the restaurant gets feedback from customers and decides to introduce new menu items based on that feedback. This is not an example of brainstorming, observation, or trend research.

83. Why do businesses want to meet quality standards? A. To determine how much work must be done B. To reduce costs C. To decrease profit D. To examine how long it takes to get a job done

83. B. To reduce costs. Businesses want to meet quality standards to reduce costs. Managers have recognized that if employees do their jobs right the first time, they can minimize costs. Time isn't wasted redoing work, and fewer products end up as scrap. Time standards relate to how long it takes to get a job done. Quantity standards specify how much work must be done. Managers use standards to increase, rather than decrease, profit.

89. Coca-Cola's "Always the real thing" campaign is an example of what type of promotion? A. Taste B. Company C. Product D. Service

89. C. Product. Product promotion aims to persuade consumers to buy a good or service. Coca-Cola is promoting its soft drink. Coca-Cola is not promoting the specific company. Service and taste are not types of promotion.

92. Which advertising medium offers the advantage of locating the promotional message near the point of purchase? A. Newspapers B. Billboards C. Television D. Direct mail

92. B. Billboards Billboards are a form of outdoor media. They are often located on the business's property or quite close to it. Other advantages of outdoor media include their ability to reach people who are on the move, low cost per exposure, high repeat exposure, and flexibility. Television, newspapers, and direct mail can provide consumers with the same promotional message, but the message may be seen or heard at some distance from the business that is being promoted.

96. Which of the following is a reason why the ethical and legal issues involved in selling activities are extremely important: A. Sellers must understand how to criticize competitors. B. Buyers avoid doing business with unethical salespeople. C. Sales staff must know when they can legally bend the truth. D. Sales managers are not responsible for what the sales staff does.

96. B. Buyers avoid doing business with unethical salespeople. Unethical salespeople often lose customers and create a negative image of their company. Making erroneous statements about competitors or bending the truth to make a sale are typical examples of unethical sales practices. Sales managers must monitor the practices of their sales staff because they are ultimately responsible for the actions and claims of their staff

97. What information could a salesperson obtain by examining a product? A. Care B. Texture C. Value D. Price

97. B Texture A lot of information is found by examining the product itself. A salesperson can determine a product's texture by holding and touching the item. Through careful examination and observation, a salesperson should be able to acquire product knowledge about any item. Information about price, care, and value cannot always be obtained by examining a product.