Marketing Exam 2 MC Questions

Gavin wants to perform a situation analysis of his business to help him make strategic decisions for the future. The situation analysis will tell Gavin all of the following EXCEPT: A. financial projections. B. marketplace trends. C. the firm's strengths and weaknesses. D. current competitive forces. E. market conditions.

A. Financial projections

A trade sales promotion that typically involves paying retailers for financial losses associated with consumer sales promotions or reimbursing a retailer for an in-store or local expense to promote a specific product is known as A. an allowance. B. a rebate. C. a contest. D. a premium program. E. a loyalty program.

A. an allowance.

As a sales promotion tactic, why do marketers prefer using rebates? A. because customers often fail to redeem them B. because they are easy for the customer to use C. because they offer the customer a chance to actually try the product D. because they offer incentives that encourage satisfied customers to become repeat customers E. because they are most effective on everyday purchases

A. because customers often fail to redeem them

Small files on your computer that track information about the websites that you visit and the information that you share online, to collect data and design advertising based on that data, are called A. cookies. B. clickers. C. bugs. D. data trackers. E. banners.

A. cookies.

What type of research involves asking consumers what comes to mind when they think about the brand ? A. free association B. aided recall C. unplanned response D. unaided recall E. free thought

A. free association

How often should firms undertake the task of strategic planning? A. on a continual basis as conditions change B. only once, when determining the firm's objectives C. only once, when developing the marketing plan D. two or three times, to make sure all items are covered E. it is not a necessity to develop a strategic plan

A. on a continual basis as conditions change

When the makers of V8 vegetable juice noticed that sales of its original product were stabilizing, they decided to offer a new product, one that offered a full serving of vegetables and a full serving of fruit. They called the product V8 V-Fusion and they marketed it to their original V8 customers in hopes of increasing sales. This is an example of what kind of marketing strategy? A. product development B. market development C. market penetration D. diversification E. positioning

A. product development

According to the BCG Matrix, what defines a cash cow? A. products that have a large market share in an industry with low growth rates B. products that have a large market share in an industry with high growth rates C. products that have a small market share in an industry with low growth rates D. products that have a small market share in an industry with high growth rates E. products that have a small market share in an industry with steady growth rates

A. products that have a large market share in an industry with low growth rates

The goal of an integrated marketing communications strategy is to coordinate the various promotion mix elements to A. provide consumers with a clear and consistent message about the firm's products. B. find the least expensive alternative to promoting a firm's products. C. determine the target market for a firm's products. D. discover the firm's strengths, weaknesses, opportunities and threats. E. identify which potential customers in the target market have the desire and ability to purchase the firm's products.

A. provide consumers with a clear and consistent message about the firm's products.

In a SWOT analysis, current and potential external factors that may challenge the firm's short- and long-term performance are referred to as A. threats. B. weaknesses. C. obstacles. D. opportunities. E. hazards.

A. threats.

The degree to which customers can identify the brand under a variety of circumstances is referred to as brand A. Awareness B. Recognition C.Loyalty D.Equity E. marketing

B. Recognition

The value the firm derives from consumers' positive perception of its products is called A. brand capture B. brand equity C. brand profit D. brand relevance E. brand esteem

B. brand equity

Direct marketing refers to advertising that A. seeks to keep the product before the public in an effort to reinforce previous promotional activity. B. communicates directly with consumers and organizations in an effort to provoke a response. C. is used in the introductory stage of the product life cycle to attempt to develop initial demand for a product. D. combines various forms of promotion strategies into a coordinated collection sharing a single theme. E. attempts to increase demand for an existing product when competition is at its highest.

B. communicates directly with consumers and organizations in an effort to provoke a response.

In the early 2000s, the Mattel Company was faced with a major problem with some of its toys due to faulty magnets and high levels of lead-based paint. When the company realized it was facing a serious problem, it immediately involved federal agencies on product safety, recalled millions of toys from the shelves, and launched a massive campaign to inform consumers about the recall. In addition, the company set up a crisis link on its webpage and posted updates regularly. Mattel's actions can be classified as A. negative publicity. B. crisis management. C. consumer fraud. D. direct marketing. E. poor public relations.

B. crisis management.

The five key components of the marketing plan are: A. mission statement, situation analysis, promotion strategy, financials, and controls B. executive summary, situation analysis, marketing strategy, financials, and controls C. executive summary, market positioning, marketing strategy, financials, and implementation D. mission statement, situation analysis, marketing strategy, financials, and controls E. executive summary, situation analysis, positioning, financials, and implementation

B. executive summary, situation analysis, marketing strategy, financials, and controls

According to your text, perhaps the most common mistake a firm makes when conducting a SWOT analysis is A. not looking at the firm's financial statements. B. failing to separate internal issues from external issues. C. underestimating the competitive environment. D. failing to involve all departments in the analysis. E. looking at only the firm's strengths.

B. failing to separate internal issues from external issues.

Which marketing strategy is being employed by a firm that is seeking to expand in foreign markets? A. market penetration B. market development C. product development D. diversification E. positioning

B. market development

Which element of the promotion mix refers to the set of nonpersonal communication tools designed to stimulate quicker and more frequent purchases of a product? A. advertising B. sales promotion C. Internet ordering D. personal selling E. public relations

B. sales promotion

Because it helps firms understand where they are currently and how best to move forward, what element is often considered the foundation of a marketing plan? A. the executive summary B. the situation analysis C. the marketing strategy D. the financials E. the controls

B. the situation analysis

Which of the following is NOT an element of the promotion mix? A. advertising B. sales promotion C. Internet ordering D. personal selling E. public relations

C. Internet ordering

As outlined in your text, all of the following should be part of a great sales presentation EXCEPT A. it should explain the value proposition. B. it should assert the advantages and benefits of the product. C. It should refute any complaints or objections about the product. D. it should enhance the customer's knowledge of the company and the product. E. it should create a memorable experience.

C. It should refute any complaints or objections about the product.

Joe's Pizza Parlor is a late-night pizza and sandwich shop located on a college campus. Joe recently conducted a SWOT analysis. Compare each of the following to determine which one is a weakness for Joe's Pizza Parlor. A. A new pizza shop has opened up down the street. B. A graduate of the college, Joe is well-liked in the community. C. Joe finds it hard to staff the late night shifts which are his busiest times. D. Joe is worried about the push for healthier eating. E. Joe is concerned that the weak economy will lead to fewer students dining out.

C. Joe finds it hard to staff the late night shifts which are his busiest times.

The final section in most marketing plans is the A. financial section. B. situation analysis. C. controls section. D. marketing strategy. E. executive summary.

C. controls section.

A good mission statement should be oriented around the A. company. B. financial plan. C. customer. D. product. E. marketing plan.

C. customer.

What is the name of the promotional strategy that involves coordinating the various promotion mix elements to provide consumers with a clear and consistent message about a firm's products? A. integrated promotion mix B. integrated marketing concept C. integrated marketing communications D. integrated promotion concept E. integrated advertising mix

C. integrated marketing communications

The marketing strategy that emphasizes selling more of existing goods and services to existing customers is called A. product development. B. market development. C. market penetration. D. diversification. E. positioning.

C. market penetration.

A marketer is trying to uncover the true opinions of a group of consumers, but they are unwilling to express themselves, so instead he asks them to compare his brand to an automobile, a country and a person. What technique is the marketer using? A. free association B. aided recall C. projective technique D. brand recognition E. brand recall survey

C. projective technique

The three basic characteristics of a quality marketing objective is that it be A. broad, detailed, and measurable. B. vague, simplistic, and easy-to-understand. C. specific, measurable, and realistic. D. far-reaching, thorough, and measurable. E. specific, tailored, and recognizable.

C. specific, measurable, and realistic

The situational analysis is compromised of three subsections? A. market summary, financials, and controls. B. SWOT analysis, competition, and financials. C. SWOT analysis, target market, and controls. D. market summary, SWOT analysis, and competition. E. market summary, competition, and financials.

D. Market Summary, SWOT analysis, and Competition

Compare the following forms of advertising to determine which one is an example of narrowcasting. A. a Super Bowl advertisement for Doritos B. an advertisement for Halloween costumes in the Sunday newspaper C. a radio broadcast for a sale at Walmart D. an advertisement for Scotts fertilizer shown on the Home and Garden Television network E. a billboard advertisement for Miller Lite beer

D. an advertisement for Scotts fertilizer shown on the Home and Garden Television network

As a promotion mix element, public relations refers to A. nonpersonal promotional communication about a firm's goods and services. B. a set of nonpersonal communication tools designed to stimulate more frequent purchases of a product. C. advertising focused on promoting the company's image with its customers. D. communication focused on promoting positive relations between a firm and its stakeholders. E. the two-way flow of personal communication between the firm and its customers.

D. communication focused on promoting positive relations between a firm and its stakeholders.

Which of the following products would most likely be considered a dog? A. iPod B. e-reader C. microwave oven D. compact disc E. laptop

D. compact disc

Which of the following is NOT a component of building a successful brand? A. Deliver a quality product B. create a consistent brand image C. Create consistent brand message D. monitor the competitive environment E. capture feedback

D. monitor the competitive environment

What two key words in the definition of advertising are crucial to understanding how advertising fits into the promotion mix? A. personal and communication B. paid and communication C. nonpaid and nonpersonal D. paid and nonpersonal E. nonpaid and personal

D. paid and nonpersonal

As a retailer, Target has developed its own line of products with the brand name up & up. These products are sold exclusively in Target stores and are an example of A. manufacturer brands. B. generic brands. C. co-brands. D. private label brands. E. licensed brands.

D. private label brands.

Disseminating unpaid news items through some form of media to gain attention or support is referred to as A. public relations. B. free advertising. C. media-controlled content. D. publicity. E. sales promotion.

D. publicity.

Think about the various marketing strategies as you read the following choices to determine which one describes a market penetration strategy. A. selling new products to existing markets B. selling new products to new markets C. selling existing products to new markets D. selling more of current products to existing markets E. selling more of current products to new markets

D. selling more of current products to existing markets

During which step of the personal-selling process does the salesperson establish a rapport that sets a foundation for the relationship and asks open-ended questions to learn more about the prospect and his or her needs and wants? A. the prospecting step B. the preapproach step C. the qualifying step D. the approach step E. the presentation step

D. the approach step

Consider the following findings from a recent SWOT analysis performed by Sasha's flower shop. Which of the following represents a threat? A. Sasha has a good business relationship with local catering companies. B. Sasha has a hard time finding good employees after the summer staff goes back to school. C. Sasha has to spend a lot of time training her employees on how to care for the flowers and plants. D. A new funeral home just opened up in town. E. The summer drought has produced fewer flowers.

E. The summer drought has produced fewer flowers.

In a brand recall strategy, how can marketers tell if consumers are truly able to identify the brands they have seen and distinguish between those and brands that they have not been exposed to? A. They ask consumers questions about details of the brand. B. They ask consumers to compare the brand to a person, animal, or car. C. They repeat the technique several times. D. They ask consumers what comes to mind when they think about the brand. E. They use decoys that consumers could not possibly have seen.

E. They use decoys that consumers could not possibly have seen.

When the makers of Snickers candy bars decided to make a line of ice cream treats, they came up with Snickers ice cream bars. This is an example of A. a product extension. B. brand revitalization. C. cannibalization. D. co-branding. E. a brand extension.

E. a brand extension.

The internal considerations in a SWOT analysis are: A. a firm's market share and growth potential. B. the firm's current and future competition. C. a firm's opportunities and threats. D. a firm's revenue and market share. E. a firm's strengths and weaknesses.

E. a firm's strengths and weaknesses.

Fenton has a food truck in which he sells mainly burgers and fries. He decided to expand his product line to begin serving grilled chicken sandwiches as well. Fenton is noticing that his existing customers now order the chicken over the burgers, and his sales have not increased, in fact, they have decreased slightly. This is most likely due to A. poor marketing of the burger option. B. revitalization. C. low brand equity. D. differentiation. E. cannibalization.

E. cannibalization.

Which step of the personal-selling process is often the most difficult because it requires the salesperson to overcome the fear of being rejected? A. preapproach B. approach C. sales presentation D. handling objections E. closing the sale

E. closing the sale

You placed an order online at Staples.com for a printer and ink cartridges. As part of the checkout process, you were asked to provide your e-mail address. Now you receive e-mails from Staples.com regarding products you might like. This is an example of A. a paid display ad. B. integrated marketing communications. C. sales promotion. D. an informative advertisement. E. direct marketing.

E. direct marketing.

On the store shelf at Walgreens, there are two types of sunscreen. Coppertone Sport Spray, which is a _______ brand, and Walgreens Continuous Spray Sport, which is a _______ brand. A. private label; manufacturer B. manufacturer; generic C. private-label; generic D. licensed; private label E. manufacturer; private-label

E. manufacturer; private-label

In the Twilight series movies, main character Edward Cullen can be seen driving a Volvo car. This is an example of A. direct marketing. B. media marketing. C. co-branding. D. joint marketing. E. product placement.

E. product placement.

What is the overall purpose of a marketing plan? A. to define the target market and promotion strategies to be used on that market B. to determine whether or not a firm has enough capital to pursue its objectives C. to identify both existing and potential competitors of the firm D. to define the company's strengths and weaknesses E. to guide the analysis, implementation, and control of the firm's marketing strategy

E. to guide the analysis, implementation, and control of the firm's marketing strategy

The three primary objectives of an advertising campaign are A. to promote goodwill, to arouse interest, and to sell. B. to excite, to entice, and to engage. C. to inform, to entertain, and to influence. D. to entertain, to remind, and to sell. E. to inform, to persuade, and to remind.

E. to inform, to persuade, and to remind.

At a local fair, Ford hosted a booth and brought several models of its cars for customers to sit in and look at up close. Customers were then encouraged to fill out a comment card letting Ford know what their favorite model car was. At the end of the fair, one comment card would be chosen by the company and that person would win the car of their choice. This is an example of a. coupon b. sweepstakes c. contest d. premium e. deal

b. sweepstakes