marketing test
16. According to the model of buyer behavior, which of the following is one of the two primary parts of a "buyer's black box"? a) technological stimuli b) buyer's decision process c) buyer's spending habits d) social stimuli e) promotion stimuli
b
1. The marketing department of a reputed firm wants to improve strategic decision making, track the actions of other players in the market, and provide early warning of opportunities and threats. Which of the following would help the firm achieve its objectives? a) ethnographic research b) blindspots analysis c) data warehousing d) competitive marketing intelligence e) customer relationship management
d
10. Which of the following research contact methods is the most cost-effective? a) telephone interviews b) individual interviews c) in-depth interviews d) online surveys e) group interviews
d
14. Which of the following is most likely a disadvantage of focus group interviewing? a) Focus group interviewing does not connect secondary data with primary data. b) Focus group interviewing is less flexible compared to mail questionnaires. c) Consumers in focus groups are always open and honest about their real feelings, behaviors, and intentions in front of other people. d) Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results. e) The moderator in a focus group interview has poor control over the group of respondents.
d
21. ________ refers to the unique psychological characteristics that distinguish an individual. a) Groupthink b) Belief c) Perception d) Personality e) Self-awareness
d
22. People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information to which he is exposed is called ________. a) subliminal retention b) selective distortion c) cognitive dissonance d) selective attention e) cognitive inertia
d
26. When customers have a low involvement in a purchase but perceive significant brand differences, they will most likely engage in ________. a) complex buying behavior b) dissonance-reducing buying behavior c) habitual buying behavior d) variety-seeking buying behavior e) consumer ethnocentrism
d
27. John has decided to buy a particular smartphone that his friend recommended. Which of the following sources of information has most likely influenced John's purchase decision? a) laggards b) commercial sources c) public sources d) personal sources e) market mavens
d
28. When a customer feels uneasy about losing out on the benefits of a brand not purchased, she is likely to experience ________. a) selective retention b) selective attention c) selective distortion d) cognitive dissonance e) consumer ethnocentrism
d
32. Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events? a) sales promotion b) personal selling c) direct marketing d) public relations e) advertising
d
37. In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________. a) integrating b) reciprocating c) acknowledging d) decoding e) feedback
d
39. Among the buyer-readiness stages, the first stage is ________. a) preference b) knowledge c) liking d) awareness e) insistence
d
45. Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses ________. a) word-of-mouth influence b) public relations c) buzz marketing d) a push strategy e) a pull strategy
e
55. In the context of media timing, ________ means scheduling ads unevenly over a given time period. a) routing b) continuity c) sequencing d) narrowcasting e) pulsing
e
58. Coca-Cola cups prominently featured on episodes of American Idol are an example of ________. a) advertainment b) buzz marketing c) personal selling d) sales promotion e) product placement
e
6. Which of the following is a disadvantage of using secondary data? a) Secondary data is generally not appropriate for consumer products. b) Collecting secondary data is time consuming. c) Few sources exist for secondary data. d) Gathering secondary data is costly. e) Relevant secondary data can be difficult to locate.
e
8. Which of the following is true about survey research? a) It involves sending observers to watch and interact with consumers in their natural environments. b) It is best suited for gathering causal information. c) It involves selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses. d) The level of flexibility in survey research is lower than most other research methodologies. e) Survey research is the most widely used method for primary data collection.
e
34. Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________. a) equal portions of the advertising budget b) independent communications directors c) separate marketing objectives d) the same target audience e) the same message, look, and feel
e
13. Melissa Thomas leads the marketing research division at Tronics Inc., a manufacturing company based in Alabama. To improve future sales of the company's products, she has decided to collect customer opinions and feedback on the current products offered by her company. For this purpose, Melissa is looking for a highly flexible contact method which can be used to gather large amounts of data within the least possible time. In this instance, which of the following contact methods is most likely to hold the highest appeal for Melissa? a) online surveys b) in-depth interviews c) telephone interviews d) individual interviews e) mail questionnaires
a
17. ________ is the most basic determinant of a person's wants and behavior. a) Culture b) Brand personality c) Cognitive dissonance d) Caste e) Selective perception
a
18. ________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. a) Social classes b) Societal norms c) Reference groups d) Universal cultures e) Social networks
a
19. ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others. a) Opinion leaders b) Innovators c) Surrogate consumers d) Stealth marketers e) Laggards
a
11. Open-end questions are especially useful in exploratory research. a) True b) False
a
2. In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses. a) exploratory b) statistical c) causal d) analytic e) descriptive
a
20. A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept. a) personal characteristics b) stereotypes c) perceptions d) attitudes e) psychographics
a
46. Integrated marketing communications calls for recognizing all touchpoints where the customer may encounter the company and its brands. a) True b) False
a
47. The percentage-of-sales method wrongly views sales as the cause of promotion rather than as the result. a) True b) False
a
52. ________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. a) Reach b) Qualitative value c) Impact d) Premium e) Frequency
a
53. Which of the following is a major step in advertising media selection? a) determining reach, frequency, and impact b) selecting message execution style c) developing a compelling creative concept d) deciding on format elements e) planning a message strategy
a
23. ________ means that consumers are likely to remember good points made about a brand they favor and forget good points made about competing brands. a) Selective attention b) Selective retention c) Cognitive dissonance d) Selective distortion e) Cognitive bias
b
25. When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will exhibit ________. a) consumer capitalism b) complex buying behavior c) consumer ethnocentrism d) dissonance-reducing buying behavior e) variety-seeking buying behavior
b
3. Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft drink? a) internal research b) descriptive research c) causal research d) exploratory research e) demographic research
b
30. Members of the early majority adopt new ideas after the average person. a) True b) False
b
31. Habitual buying behavior involves consumers searching extensively for information about brands and evaluating brand characteristics. a) True b) False
b
33. Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________. a) sales promotion b) personal selling c) public relations d) direct marketing e) advertising
b
35. The decision to use a cleaning genie to communicate the strength and power of "Mr. Clean" cleaning liquid represents the ________ process of the communication model. a) sourcing b) encoding c) acknowledging d) decoding e) messaging
b
36. Which of the following terms best represents the communication channel which a company uses to move its advertising messages from sender to receiver? a) decoder b) media c) encoder d) communicator e) feedback loop
b
4. Information collected from Internet search engines is an example of ________. a) primary data b) secondary data c) binary data d) low-level data e) disposable data
b
40. Which of the following statements is true regarding the affordable method for setting a promotion budget? a) It is mostly used by large businesses. b) It completely ignores the effects of promotion on sales. c) It tends to place promotion first among spending priorities. d) It leads to a certain annual promotion budget. e) It almost always results in overspending.
b
42. ________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do. a) Differentiated marketing b) Public relations c) Direct marketing d) Sales promotion e) Personal selling
b
49. When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used. a) persuasive b) informative c) comparative d) patronage e) institutional
b
9. Experimental research is best suited for gathering ________ information. a) exploratory b) causal c) random d) unstructured e) descriptive
b
12. Loft Industries sells roof trusses to contractors and builders and is currently looking for honest feedback on its services. However, in the past, most of its efforts to procure feedback from customers did not yield any meaningful data. According to the marketing managers of Loft Industries, feedback was more polite than honest. Which of the following contact methods should Loft Industries most likely use to maximize its chances of receiving honest and impersonal feedback? a) online focus groups b) telephone interviews c) mail questionnaires d) group interviews e) personal interviews
c
15. Which of the following is true about Internet-based survey research? a) The effectiveness of Internet-based survey research is invariably affected by the interviewer's bias. b) Internet-based survey research is less flexible compared to mail questionnaires. c) Internet-based survey research is characterized by high speed and low costs. d) Typically, the quantity of data gathered in Internet-based survey research is low. e) The response rate of Internet-based survey research is lower than that of mail questionnaires.
c
24. A(n) ________ is a descriptive thought that a person has about something. a) lifestyle b) motive c) belief d) attitude e) cognition
c
29. An invitation to go skiing over the weekend forced Donna to look at her current wardrobe. She realized that she required a warmer coat. Which of the following stages of the buyer decision process does Donna exemplify? a) product evaluation b) situational analysis c) need recognition d) problem screening e) information search
c
38. To communicate effectively, a marketing communicator should most likely ________. a) ensure that the encoding and decoding processes are different b) encode and decode the message personally and frequently c) understand the consumer's field of experience d) foresee unplanned static or distortion e) use familiar words and symbols
c
43. Which promotional tool is the most immediate, customized, and interactive? a) segmented advertising b) sales promotion c) direct marketing d) horizontal diversification e) public relations
c
44. Under which promotional mix strategy does the producer direct its marketing activities (primarily advertising and consumer promotion) toward channel members to induce them to carry the product and promote it to final consumers? a) pull strategy b) blitz strategy c) push strategy d) buzz strategy e) pulse strategy
c
5. Primary data consist of ________. a) data that does not age b) data obtained from the public domain c) information collected for the specific purpose at hand d) information that already exists somewhere, having been collected for another purpose e) information that is the least expensive and the easiest to obtain
c
54. The number of times an average person in the target market is exposed to a message is known as the ________ of the message. a) quantitative value b) reach c) frequency d) exposure rate e) turnover rate
c
57. To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, and preference. a) sales b) profit c) communication d) continuity e) associativity
c
7. A company sent a trained observer to watch and interact with consumers in their natural environments in order to gain deeper insights on consumer needs. This is an example of ________. a) viral marketing b) survey research c) ethnographic research d) experimental research e) niche marketing
c
41. Which of the following statements is most likely true regarding the competitive-parity method? a) This method involves starting with total revenues, deducting operating expenses and capital outlays, and then devoting some portion of the remaining funds to advertising. b) It is based on the availability of funds rather than on opportunities. c) It wrongly views sales as the cause of promotion rather than as the result. d) In this method, promotion budgets are set to match competitors' outlays. e) This method involves setting the promotion budget at a certain percentage of current or forecasted sales.
d
48. A product in the maturity stage will most likely require ________ advertising. a) informative b) comparative c) persuasive d) reminder e) covert
d
50. Encouraging customers to switch brands is most likely the objective of ________ advertising. a) informative b) reminder c) covert d) persuasive e) institutional
d
51. The decisions about reach, frequency, and impact of an advertisement fall into the category of ________ decisions. a) sales objectives b) budget c) message d) media e) advertising evaluations
d
56. Which of the following product characteristics refers to the degree to which the innovation appears superior to existing products? a) compatibility b) divisibility c) communicability d) relative advantage e) complexity
d
59. You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media. a) newspaper b) radio c) magazines d) television e) direct mail
d
60. Which of the following is a disadvantage of using direct mail as an advertising medium? a) low audience selectivity b) no flexibility c) severe ad competition d) relatively high cost per exposure e) lack of personalization
d
