MKTG EXAM 2 PRACTICE TEST

In ________ research, the objective is to gather preliminary information that will helpdefine the problem and suggest hypotheses. A) exploratory B) statistical C) causal D) analytic E) descriptive

A

In the communication process, the reaction of the receiver after being exposed to a messageis called the ________. A) response B) disturbance C) noise D) code E) distortion

A

Maria Ramirez is conducting research to determine consumers' personal grooming habits.Because of the personal nature of many of the survey questions, Maria wants to select thecontact method that is most likely to encourage respondents to answer honestly and that willallow her to easily collect large amounts of data. Which of the following is best suited to meetMaria's requirements? A) mail questionnaires B) telephone interviews C) individual interviews D) focus group interviews E) immersion group discussions

A

Shifting away from mass marketing, marketers are developing ________ which aredesigned to build relationships with customers in more narrowly defined micromarkets. A) focused marketing programs B) horizontal diversification programs C) backward integration strategies D) new pull strategiesE) new push strategies

A

The objective of causal research is to ________. A) test hypotheses about cause-and-effect relationships B) gather preliminary information that will help suggest hypotheses C) describe things, such as the market potential for a product D) assign a cause to a seemingly random event E) predict the effect of a random event on unrelated entities

A

Today, most companies are adopting the concept of ________, which carefully combinesand coordinates the company's many communication channels to deliver a clear, consistent, andcompelling message about the organization and its brands. A) integrated marketing communications B) pull strategy C) vertical diversification D) nonpersonal communication channels E) buzz marketing

A

Which of the following is true with regard to mail questionnaires? A) The response rate of mail questionnaires is often very low. B) Mail questionnaires are highly flexible. C) The researcher has maximum control over the mail questionnaire sample. D) Mail questionnaires are unsuitable for collecting large amounts of information aboutrespondents. E) Respondents always provide honest answers to personal questions on mail questionnaires.

A

________ involves gathering primary data by closely examining relevant people, actions,and situations. A) Observational research B) Survey research C) Telephone interviewing D) Causal research E) Group interviewing

A

Commercial online databases are rich sources for obtaining ________. A) primary data B) secondary data C) customer insights D) low-level data E) binary data

B

In most cases, what is the most expensive promotion tool? A) advertising B) personal selling C) mass media D) public relations E) publicity

B

Which of the following is the fastest growing form of direct marketing? A) ambush marketing B) digital marketing C) direct-mail marketing D) kiosk marketing E) telemarketing

B

Which of the following is the first step in developing an effective integratedcommunications and promotion program? A) designing a message B) identifying the target audience C) determining the communication objectives D) collecting feedback E) choosing the media through which to send a message

B

Which of the following is the first step in the marketing research process? A) developing a marketing information system B) defining the problem and objectives of the study C) developing the research plan D) implementing the research plan E) interpreting and reporting the findings

B

Which of the following types of marketing involves sending out letters, brochures, samples,and DVDs to consumers' addresses? A) direct-response marketing B) direct-mail marketing C) direct digital marketing D) kiosk marketing E) online marketing

B

Which term best describes sites such as the New York Times on the Web and ESPN.com? A) search engine B) content site C) online social network D) transaction site E) e-tailer

B

________ are designed to engage consumers in interactions that will move them closer to adirect purchase or other marketing outcome. A) Online magazines B) Marketing Web sites C) Search engines D) Digital catalogs E) Podcasts

B

________ is very believable because news stories, features, sponsorships, and events seemmore real and believable to readers than ads do. A) Differentiated marketing B) Public relations C) Direct marketing D) Sales promotion E) Personal selling

B

Beth Williams works for a marketing research company in Chicago. Her current researchinvolves finding the market potential for a client's new line of sports apparel. Given herobjective, which of the following types of research is the most suitable for Beth? A) causal research B) constructive research C) statistical research D) descriptive research E) exploratory research

D

Changes to the marketing communications model include that consumers are changing andare better informed, that marketing strategies are changing and are moving from massmarketing, and that ________. A) manufacturing processes are becoming more efficient B) distribution of products worldwide is more feasible and cost-effective C) segmenting and targeting of consumers are more detailed than ever before D) digital technologies are changing the ways companies and customers communicate E) retailing is more competitive with more sources of products available for consumers

D

HP's advertising agency assembles words and illustrations into an advertisement thatconveys the company's intended brand message. In the context of the communication process,HP is ________. A) messaging B) decoding C) sending D) encoding E) responding

D

In a communication process, a receiver assigns meaning to the symbols encoded by acompany in its advertisements through a process known as ________. A) integrating B) reciprocating C) acknowledging D) decoding E) coordinating

D

In the communication process, an actual HP printer/fax machine advertisement would beconsidered ________. A) encoding B) decoding C) the product D) the message E) the medium

D

Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety ofservices offered by the firm. It also has a guestbook where customers can provide feedback ontheir experiences with Oscarz Aviation. They can also view videos Oscarz Aviation posts, aswell as read and respond to blogs and ask questions. GoOscarzAv.com is an example of a(n)________. A) online social network B) blog C) kiosk D) branded community Web site E) digital catalog

D

Which of the following is one of the four major communication functions?A) coordination B) distribution C) noise D) response E) preference

D

________ are communities over the Internet where people congregate, socialize, andexchange views and information. A) Corporate Web sites B) Interactive television C) Digital catalogs D) Online social networks E) Content sponsorships

D

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is anexample of ________ marketing. A) mass B) niche C) individual D) multi-level E) direct

E

Integrated marketing communications require a company's mass-market advertisements,Web site, e-mail, and personal selling communications to all ________. A) have equal portions of the advertising budget B) use independent communications directors C) develop separate marketing objectives D) engage the same target audience E) deliver a clear, consistent, and compelling message

E

The goal of ________ research is to describe things, such as the market potential for aproduct or the demographics and attitudes of consumers who buy the product. A) exploratory B) statistical C) causal D) analytic E) descriptive

E

Which of the following advertising slogans most likely represents a two-sided argument? A) Breakfast of champions B) Good to the last drop C) A diamond is forever D) The ultimate driving machine E) The next big thing is already here

E

Which of the following is a benefit of using blogs as marketing tools for companies? A) Blogs provide companies with a platform to help portray wider merchandise. B) Blogs are online selling platforms for people located in hard-to-reach places. C) Blogs help reach a wider audience compared to other online direct marketing tools. D) Demographic information about customers can be easily discovered. E) Blogs can offer a fresh, original, personal, and cheap way to enter into consumerconversations.

E

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

Which of the following is true about e-mail marketing messages? A) E-mail marketing messages involve sending an offer, announcement, reminder, or sample toa person living at a particular address. B) E-mail marketing messages involve connecting directly with carefully targeted consumers,exclusively on a one-to-one, interactive basis. C) E-mail marketing messages are effective in reaching the desired target market and result inlow costs. D) E-mail marketing messages cost more per thousand people reached than mass media such astelevision or magazines .E) E-mail marketing messages create a stronger emotional connection with the customerscompared to traditional direct mail.

C

Which of the following is true with regard to marketing research? A) The marketing research process depends primarily on sophisticated internal databases. B) The marketing research process requires assessing macroeconomic forces. C) Marketing research gives marketers insights into customer motivations. D) Marketing research eliminates the need for a SWOT analysis. E) Marketing research is a simple two-step process.

C

Which of the following statements is true of direct marketing? A) Direct marketing is also referred to as referral marketing. B) Salespersons are compensated for other salespeople they recruit. C) Direct marketing offers sellers a low-cost alternative for reaching their markets. D) Direct marketing involves two or more intermediaries. E) In direct marketing, consumers earn a commission every time they buy a product.

C

________ is the systematic design, collection, analysis, and reporting of data relevant to aspecific marketing situation facing an organization. A) Product marketing B) Strategic planning C) Marketing research D) Market segmentation E) Causal research

C

Because personal selling involves developing relationships, it is acceptable for salespeople to stretch claims they make about a product's advantages. T/F

F

The communications process should start with mass media advertising in order to reach a large number of consumers. T/F

F; starts with identifying the target audience & characteristics

Rational appeals are often used to urge people to support social causes, such as a cleaner environment or helping the disadvantaged. T/F

F; usually moral appeals

Direct marketing is an expensive way of reaching target markets. T/F

F; very cost effective

A good marketing message will try to move consumers through several steps of the buyer-readiness stages in a single message. T/F

F; will have qualities of: getting attention, holding interest, arousing desire, and obtaining action; few messages will take the consumer through all 6 buyer readiness stages

In which step of the communication process does the marketing communicator need toknow the buyer-readiness stage of the target audience? A) designing the message B) choosing the media through which to send the message C) determining communication objectives D) collecting feedback E) selecting the message source

c

Companies are doing less ________ and more ________ as a result of the explosivedevelopments in communication technologies to better target smaller customer segments. A) personal selling; digital activities B) public relations activities; digital activities C) digital activities; mass marketing D) mass marketing; digital marketing E) viral marketing; word-of-mouth marketing

d

Akira Takano, a marketing manager, is about to test the hypothesis that the sale of aparticular product will increase exponentially if there is a $5 drop in the selling price of theproduct. Akira is involved in ________ research. A) exploratory B) descriptive C) causal D) constructive E) ethnographic

C

In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning processand a description of the value consumers receive for their money. This is an example of a(n)________ appeal. A) emotional B) standard C) rational D) moral E) social

C

Many firms hire celebrities to appear in their advertisements. Which step of thecommunication process is represented? A) collecting feedback B) designing a message C) selecting the message source D) determining the communication objectives E) choosing the media

C

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

Secondary data consist of ________. A) information collected for the specific purpose at hand B) data that does not age C) information that already exists somewhere, having been collected for another purpose D) information collected from conducting personal, in-depth interviews E) data that is unreliable and unsuitable for the purpose of making marketing decisions

C

The AIDA model identifies the characteristics of an effective ________. A) advertising budget B) channel of communication C) marketing message D) marketing mix E) marketing response

C

Which of the following is NOT a reason that companies use social media? A) cost effectiveness B) engagement and social sharing capabilities C) ease of creating content D) immediacy and timeliness E) interactiveness

C

Advertisements for prescription drugs often feature potential benefits and negative sideeffects that consumers may experience with use of the medication. These ads present two-sided arguments. T/F

T

Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities. T/F

T

For customers, the benefits of direct marketing are being able to shop online anytime andanywhere. T/F

T