MKTG Reading Quiz's

A popular cookware store hosts a Christmas cookie contest every December featuring their popular mixer. Targeted customers (home bakers and cookie lovers) share recipes and cooking tips. The popular mixer takes center stage in a beautiful, up-to-date kitchen. The Christmas cookies are donated to local assisted living centers. This marketing event does all of the following EXCEPT: A. Sending home gifts to brand the experience B. Making it gorgeous--event quality reflects product quality C. Making sure the product takes center stage D. Connecting the event to a local cause E. Targeting the event to fit a specific audience

A

Advertising effectiveness is measured by: A. Recall (remember the ad and the advertiser) and persuasion (remember the benefit) B. The amount of humor and the level of entertainment C. Media buying--CPM, GRP, TRP D. Brand legacy E. Push versus pull promotions

A

Advertising seeks to achieve one or more objectives--cognitive, affective, and behavioral. The cognitive objective seeks to: A. Build awareness B. Gain interest C. Gain liking D. Stimulate action E. Both B and C are correct

A

BMW purchases tires from Michelin to use in the assembly of the 3 Series automobile. This is an example of which type of market? A. Business-to-Business or B2B B. Business-to-consumer or B2C C. Business-to-non-profit or B2NP D. Business-to-recreation or B2R E. None of the above

A

Because entrepreneurs have limited resources, they must think outside the traditional-marketing box. The secret weapon for many entrepreneurs is to launch products and companies with engaging: A. Marketing events B. Billboards C. Radio spots D. TV advertising E. Sales promotions

A

Burton (snowboarding company) launched the newest Step On bindings on October 18, 2021. "Ditch the straps and get right to riding with fresh colors and styles." Local retailers anticipated the launch of the newest Step On bindings with great excitement because they believed they could reach this segment through the company's promotion and distribution channels. Which characteristic of effective segmentation is illustrated with this example? A. Accessible B. Durable C. Measureable D. Substantial E. Unique needs

A

IKEA (one of the great stores in the world) consciously designs retail space to orchestrate various dimension of the store—layout, color, sounds, and signage—to appeal to consumers' emotions and encourage buying. This is called: A. Atmospherics B. Wheel of retailing C. Sales promotions D. Retail control E. Location

A

In order for a sales team to achieve the full potential, modern day sales organizations assign specialized roles to increase efficiency and production of their sales teams. For example, ________________________ are farmers, with the sole responsibility of increasing customer loyalty and retention through additional services so that customers continue to use and expand a firm's product and service offerings. A. Customer Success or Client Development Reps B. Sales Development Reps (SDRs) C. Account Executives (AEs) D. Market Response Reps E. Sales Managers

A

J. Willard Marriott, founder of the Marriott Corporation, taught often, "Take good care of your employees, and they'll take good care of your customers, and the customers will come back." Which part of the Services Marketing Triangle is illustrated by this? A. Internal marketing activities B. External marketing activities C. Interactive marketing activities D. Managed marketing activities E. Leveraged marketing activities

A

Malee is a marketing manager for a new line of Thai food. The company wants to launch this new line in Scandinavia--Denmark, Norway, Sweden, Finland, and Iceland. Malee knows that social forces affect consumers' attitudes, beliefs, lifestyle, and ultimately consumption behavior. Which social force has the most influence on Malee's new product line--affecting what people eat? A. Culture B. Demographic C. Generational cohorts D. Regulatory E. Economic

A

Measuring the WOW Factor is a useful approach for testing new ideas. The Six Thinking Hats framework provides a useful process for drilling down on the WOW Factor. In this framework, the White Hat represents: A. Facts about the new idea B. Emotional, gut reaction to the new idea C. Perceived benefits or positive support for the new idea D. Perceived shortcomings or concerns with the new idea E. Ideas for improving the new idea F. A summary of the process and lessons learned

A

Net Promoter Score (NPS) enables businesses to measure progress of their brand. NPS is the difference between: A. The percentage of brand promoters and the percentage of brand detractors B. National brands and store brands C. Competitor brands and company brands D. The percentage of swing group members and the percentage of swing group non-members E. Introduction stage and growth stage in the product life cycle

A

Procter & Gamble (the maker of Bounty, Crest, and Tide) was the first company to focus attention on winning the first moment of truth in retail stores. This is an important concept in retailing because: A. It is the first three to seven seconds it takes for shoppers to make up their minds about considering a product. B. Retailers want to project an image of truth when compared to competing products. C. Big box stores consider store hours based on truthful moments of the shopper's day. D. Customers expect the truth E. The retail store is a magical place for first-time shoppers.

A

Reference price is an important concept in pricing strategy. ______________ is what consumers think they should pay for the product, given their past experience and the buying situation, and _______________ is what what everyone else is paying for the product. A. Internal reference price; external reference price B. External reference price; internal reference price C. Referral reference price; accepted reference price D. High reference price; low reference price E. Personal reference price; relevant range reference price

A

Sophia's brand management team at Louis Vuitton seeks to identify data related to human behavior and luxury shopping. Sophia's team will explore the data to identify consumer insights for the luxury fashion category. What is a consumer insight? A. The capacity to gain an accurate, deep, and intuitive understanding of consumers B. The ability to obtain inside trading information from the consumer C. The process of understanding how consumers view past marketing campaigns D. The means by which consumers seek unsought goods and services E. The method of grouping consumers into relatively homogeneous subgroups.

A

Studies conducted by market research companies Yankelovich and Media Dynamics suggest that consumers are exposed to 2,500 to 5,000 advertising messages (stimuli) a day. Yet, they notice only 12-20. The process consumers use to notice and pay attention to stimuli that are immediately useful and screen out stimuli perceived as less useful is: A. Selective attention B. Selective distortion C. Selective retention D. Selective assorting E. Subliminal processing

A

The fraud triangle is a useful tool for explaining, predicting, and preventing fraudulent behavior. The usefulness of the tool can be extended to unethical behavior in business. The three sides of the triangle are opportunity, motivation, and rationalization. Which side of the triangle refers to having access to information or assets? A. Opportunity B. Motivation C. Rationalization D. All of the above E. None of the above

A

Today's salespeople face highly informed customers and unprecedented pressure to sell more and sell faster. To boost performance, sales organizations rely on technology and sales tools. Combined, these technologies and sales productivity tools are called: A. The sales technology stack B. Productivity enhancers C. Automatic enhancers D. Firm resources E. Tech boosters

A

Unit contribution is: A. Unit price minus unit variable cost B. Unit price divided by total contribution C. Contribution multiplied by the total number of units sold. D. Fixed cost divided by price minus unit variable cost E. The break-even volume for a specific product item

A

What is the key driver in engaging and converting potential customers using social media? A. Relevant content B. Short, precise messages C. Google AdWords D. Multiple media E. Product blogs

A

Which global market entry strategy has the lowest risk and also the lowest return? A. Exporting B. Licensing C. Joint Venture D. Foreign Direct Investment E. Multi-cultural

A

Which sales promotion method is best for building brand loyalty, defining brand personality, and introducing new, complementary products to brand champions? A. Value-added promotions B. Interactive promotions C. Trade promotions D. Coupons E. Price promotions

A

Channel members can provide added-value activities for customers such as inventory management, promotion, payment terms, credit, delivery, installation, training, technical support, repair, consulting, and warranty. For example, IBM trains salespeople in the financial services sector to become experts in particular areas of finance. IBM's added-value, in the form of consulting activities for finance customers, is an example of: A. Product benefits B. Service benefits C. Image benefits D. Enhancing product E. Non-price costs

B

Frito-Lay, a Pepsi company, promotes its salty snacks--Lay's, Doritos, Ruffles, Funyuns, Fritos, Sun Chips, Tostitos, Cheetos, and Maui Style Potato Chips--directly to final consumers to increase demand at retail. This is an example of: A. Physical strategy B. Pull strategy C. Preventive strategy D. Push strategy E. Progressive strategy

B

One of the selling challenges for entrepreneurs is that the power in the business relationship is with the buyer. The solution is to show the product stands for something different that is important to the buyer. To do this, entrepreneurs must answer the "so what" question by providing: A. Sticky branding B. A reason to believe they can deliver on the promise C. Sales closing techniques D. Jingles E. A catch phrase

B

Perceptual maps show the judgments customers make regarding the performance of a brand's features and benefits. Gap analysis extends the perceptual maps method by asking customers to make judgments regarding: A. The performance of competitive brands B. The importance of a brand's features and benefits to the buying decision C. Psychological differences among consumers D. Cultural differences among consumers E. The performance of external forces in the environment

B

Products travel through life cycles starting with introduction stage and finishing with maturity stage. In which stage of the product life cycle do marketing managers seek to build market share by emphasizing product distinctions and/or add channels of distribution and market segments? A. Introduction B. Growth C. Maturity D. Decline E. Obsolete

B

Social responsibility suggests that businesses are part of a larger society and they are accountable for their actions. From a marketing perspective, businesses should make decisions by considering: A. Supporting the firm's mission, objectives, and strategy B. Consumers' wants, the company's requirements, and society's long-term interests C. Growing the business in spite of social, economic, and competitive forces D. EPA, OSHA, and FTC certifications E. Sustaining leaders, co-workers, and subordinates

B

The popularity of smart phones generated new product ideas such as apps, shields, cases, headphones, earbuds, speakers, and phone mounts for cars. This is an example of finding new product ideas by: A. Solving everyday pain B. Riding a wave of interest C. Stretching or entertaining an idea to the extreme D. Cool hunting in foreign markets E. Build on a core product

B

Timberland, a company that specializes in shoes and outdoor wear, planted one million trees in inner Mongolia. Which marketing philosophy does Timberland use? A. Production B. Societal C. Sales D. Market E. Company

B

Traditional marketing research studies use four measurement scales: nominal, ordinal, interval, and ratio. Knowing the measurement scale is important so that researchers can apply the right type of data analysis tool. Which scale is used when respondents are asked to rank order their favorite fast food restaurants? A. Nominal scale B. Ordinal scale C. Interval scale D. Ratio scale E. Dichotomous scale

B

Upon graduation, Donovan decides to use part of his signing bonus to put a down payment on a new compact SUV. Donovan spends significant time and effort evaluating four different brands--Nissan Rogue, Jeep Compass, Ford Escape, and Toyota RAV4. In his evaluation, he considers potential financial, social, and physical risks. For Donovan, purchasing a new compact SUV is what type of purchase decision? A. Low involvement B. High involvement C. Medium involvement D. General involvement E. Confirmatory involvement

B

Which pricing strategy is used when marketers set a relatively low price to capture market share quickly? A. Price skimming B. Price penetration C. Promotional pricing D. Cost-plus pricing E. Competitive pricing

B

Suppose your manager at Netflix provides you with a data set of survey responses from content platform users and asks you to identify market segments based on the data. Which analytical method is most useful for this research project--classifying content platform users into various segments based on how they respond to demographic and behavioral questions? A. MaxDiff analysis B. Conjoint analysis C. Cluster analysis D. Factor Analysis E. TURF analysis

C

The path to profitability starts with: A. Reducing price for disadvataged customers B. Executing clever advertising campaigns using digital media C. Understanding customers within the context of the marketing environment D. Developing distribution channels to reach a variety of customers E. Benchmarking and then copying successful competitors

C

A sketch or composite picture of the ideal customer who buys or may buy the firm's products is known as a(n) A. Decision maker B. Gatekeeper C. Buyer persona D. Personal shopper E. Influencer

C

Although marketing analytics are used to answer a variety of managerial questions, Chief Marketing Officers (CMO) claim the biggest applications for marketing analytics are: A. Promotion and pricing B. Market segmentation and targeting C. Customer acquisition and retention D. Product and brand E. All of the above

C

Aston Marin, Bösendorfer, Brioni, Bulgaria, Ferrari, Lamborghini, and Tiffany, do not need massive unit sales in order to earn massive profits. Their lack of availability and luxurious retail settings make their high prices seem more justified than if one could purchase their products anywhere. These products are generally good candidates for: A. Intensive distribution B. Selective distribution C. Exclusive distribution D. Competitive distribution E. Dual distribution

C

Coca-Cola soft drink produced in Mexico is believed to taste sweeter than Coca-Cola soft drink made in the United States. Ice cream flavored Pepsi is sold only in Russia. McDonald's offers red bean ice cream and green tea in China, but not int the United States. These are an example of: A. Standardization B. Commoditization C. Customization D. Humanization E. Realization

C

Entrepreneurs face a David and Goliath competitive landscape. To have a fighting chance, entrepreneurs need to: A. Copy the market leader's strategy B. Copy a market follower for a safe position in the market C. Embrace constraints and find a unique way to compete D. Find more resources to compete with the market leader E. Match the strategy of the closest competitor

C

Expectancy model of motivation includes expectancies, instrumentalities, and valence. The valance part of the model answers the question: A. How many competitors in the category? B. How will my effort affect my performance? C. How much do I value the reward? D. How much money can I expect to make? E. How will my performance be rewarded?

C

For Big Data analytics, the process of capturing the cause and effect relationships the business seeks to understand is called: A. Data wrangling (or data munging) B. Data exploration C. Data modeling D. Deployment and socialization E. All of the above

C

In the United States, people born during the same time period and who share similar life experiences are referred to as: A. Geographics B. Psychographics C. Generational cohorts D. Economics E. Culture

C

Katie and Ben, two young parents (and BYU grads), found it difficult bathing babies because they are slippery and rarely cooperate. So the couple invented Puj Tub to provide parents with a low-cost alternative and helpful solution for bathing slippery infants. This is an example of finding new product ideas by: A. Stretching or entertaining an idea to the extreme B. Cool hunting in foreign markets C. Solving everyday pain D. Riding a wave of interest E. Building on a core product

C

Lying about product benefits is illegal. Government agencies protect consumers from firms making false statements and false claims. Further, the free market (or the invisible hand of consumer feedback) in today's digital and social media world may be the best protection of all. Which myth of unethical marketing do these actions counter? A. Marketers push products consumers don't want to buy B. Consumers are no match for the power of marketing C. Marketing is deceptive, not truthful and honest D. Marketers believe in planned obsolescence E. Marketers believe a sustainability strategy does not maximize shareholder wealth

C

Malibu Boats, specialize in the production and marketing of recreational water sports boats, primarily for wake boarding and wake surfing. What type of income is used to purchase expensive boats and accessories offered by Malibu Boats? A. Gross income B. Disposable income C. Discretionary income D. Total income E. Benchmarking income

C

Marketing research provides insights into consumer behavior--what consumers want, the hurdles that keep them from getting what they want, and what the organization can do to get consumers over these hurdles. The ultimate goal of marketing research is to: A. Organize Big Data into structured and unstructured data sets B. Minimize information costs C. Make good marketing decisions. D. Maximize one or more elements of the marketing mix E. Create a SWOT analysis

C

Research on marketing services identifies five determinants of service quality--reliability, assurance, tangibles, empathy, and responsiveness. Empathy includes: A. Delivering and performing the service dependably and accurately B. Appearance of physical facilities and personnel C. Access, communication, and understanding D. Helping customers promptly E. Competence, courtesy, credibility, and security

C

Skullcandy, a $300 million headphones and audio accessories business located in Park City, Utah, recognized a growing trend in the purchase and use of digital audio devices--MP3 players. The company created a unique line of headphones, earbuds, and docks to capitalize on this growing business. This is an example of which part of the SWOT analysis? A. Strength B. Weakness C. Opportunity D. Threat E. Option

C

The overall attractiveness of a foreign market depends on the risks and rewards of conducting business in the country of interest. Demonstrations, strikes, civil strife, abrupt government changes, violence, and terrorism in a number of countries has caused some U.S. companies to avoid certain foreign markets because of the ____________ risk. A. Competitive B. Economic C. Political D. Legal E. International

C

Why dosen't "me too" positioning work as a value positioning strategy? A. Competitors are just too difficult to copy B. Competitors may have lower cost structures C. This positioning approach does not give consumers a reason to change D. Imitation is the sincerest form of flattery E. Customers want consistency among competitors

C

In the buying center for business-to-business purchase decisions, participants assume one or more roles--buyer, influencer, decider, gatekeeper, and user. Which role controls the flow of information between the selling firm and the buying firm? A. Buyer B. Influencer C. Decider D. Gatekeeper E. User

D

A marketing insight is a deep understanding of consumer attitudes and beliefs that has power to shape consumer behavior. Marketing insights have limitations, however, because: A. People often make different choices based on different situations B. People seek high involvement products using routine problem solving C. People are not all the same D. Both A and C are correct E. Both A and B are correct

D

A systematic approach for new product development provides structure for this important process with important stages or gates from idea generation to commercialization. For marketers, the most critical stage in the new product development process is the concept testing stage because: A. Type I and Type II errors can be estimated B. Profit projections, including sales forecasts and costs, are estimated C. Product development begins in earnest D. This is the first time the idea is tested with potential customers E. All elements of the marketing mix are tested

D

Axel, a research analyst for LEGO, has been gathering information about age, gender, and income for Southeast Asia, particularly Indonesia, Thailand, Singapore, Malaysia and Philippines. Axel is gathering _________ data: A. Economic B. Psychographic C. Generational cohort D. Demographic E. Political preference

D

Brita GmbH, a German manufacturer of water filters, agreed to sell the right to manufacture and market products under the Brita name in the United States to The Clorox Company. To do this, Brita GmbH entered into a(n) _________ agreement with The Clorox Company. A. Foreign Direct Investment B. Exporting C. Joint Venture D. Licensing E. Optimization

D

Each social network platform has unique strengths. Which platform is best for thought leadership? A. YouTube B. Facebook C. Pinterest D. LinkedIn E. Pandora

D

Extensive, data-driven research demonstrates that the primary determinants of B2B salesperson performance are: A. Appearance, appreciation, promotion, product B. Assertiveness, charisma, charm, company C. Quotas, competition, compensation, budets D. Role perceptions, skills, motivation, and aptitude E. All of the above

D

Marketing channels make or break new products. Entrepreneurs must place new products in the hands of distributors and retailers who want to sell them. But even more important, they must to put the product where consumers: A. Are ready to buy B. Are able to pay C. Know that excellent alternatives are out of reach D. All of the above E. A and C

D

Marketing hypotheses are direct statements of beliefs that can be tested with statistics. For example, McDonald's marketing managers may hypothesize that offering all-day breakfast will increase overall sales and profitability. Hypothesis testing: A. Creates competing null hypotheses for testing. B. Is useful only when exploring consumer products (like McDonald's), not business products (like Boeing). C. Is less relevant than non-hypothesis testing. D. Makes research more conclusive and gives organization more confidence when acting on research recommendations. E. None of the above

D

Research suggests that satisfied frontline employees lead to satisfied customers. Nurses represent the frontline in health care. The working situation for nurses may affect job satisfaction. Indeed, a recent study of medicare reimbursements found much higher job dissatisfaction and burnout among nurses who were: A. Working in the public sector B. Older than 45 years old C. Assigned to K-12 schools D. Caring for patients in hospitals and nursing homes E. Working in rural areas

D

Service providers cannot store their services. For example, movie theaters cannot save seats from the 7:00 pm showing for the 9:30 pm showing. Airline companies cannot save seats from an empty flight in the morning for a full flight in the afternoon. Which unique characteristic of services is represented by this description? A. Intangibility B. Inseparability C. Variability D. Perishability E. Automatically

D

Sven, a research analyst for IKEA, wants to segment the home furnishings market in Europe based on differences in core benefits customers seek, usage situations, brand loyalty, usage rates, and price sensitivity. Which segmentation approach would Sven use? A. Geographic segmentation B. Demographic segmentation C. Psychographic segmentation D. Behavioral segmentation E. Local segmentation

D

To succeed, businesses must meet the needs and wants of customers because: A. Customers vote for products they like by purchasing them. B. Customers vote against products they dislike by simply walking away. C. Customers want fewer choices to simplify decision making. D. A and B above E. All of the above

D

Break-even analysis provides a useful method for examining the relationship between price, cost, revenue, and profit at various levels of sales. At the break-even point: A. Total revenue equals total cost. B. There are no profits. C. There are no losses. D. B and C E. All of the above

E

In his book Brand Leadership, brand strategist David Aaker claims that brands should: A. Resonate with customers B. Differentiate from competitors C. Motivate employees D. A and B above E. All of the above

E

In the consumer behavior process, problem recognition is caused by: A. A disrepancy between internal sources and external sources of information B. A discrepancy between information search and evaluation of criteria C. A discrepancy between post-purchase evaluation and consumption D. Using the multi-attribute attitude model E. A discrepancy between a person's current state and desired state

E

Kellogg's, a multinational food company, produces more than 30 varieties of ready-to-eat breakfast cereals including All-Bran, Apple Jacks, Corn Flakes, Frosted Mini-Wheats, Raisin Bran, Rice Krispies, and Special K. Suppose a national retail store offers to stock 15 of Kellogg's cereal products in each store across the country. Which marketing research technique would you recommend Kellogg's use to determine the optimal variety of cereals to stock in each store? A. Cross tabs B. Analysis of variance C. Conjoint analysis D. Regression analysis E. TURF analysis

E

Market segmentation benefits companies by: A. Providing and effective way for reaching customers B. Helping allocate marketing resources C. Identifying new market opportunities D. A and B above E. All of the above

E

Marketing channels enable companies to create value for their chosen customers through four utilities: time, place, form, and possession. Marketers increase possession utility for their customers by: A. Making the product available at a convenient time B. Making the product available at a convenient location C. Making the product available in the form consumers want D. Making products a low costs E. Transferring product ownership to the customer

E

Marketing managers use elements of the promotion mix to communicate value to consumers by: A. Informing them about the benefits of the product B. Persuading them to try or continue using the product C. Reminding them of the product benefits D. A and B above E. All of the above

E

Marketing strategy addresses a specific target market with a cohesive marketing mix of: A. Product, price, profit, promotion B. Place, potential, product, performance C. Positioning, performance, potential, profitability D. Price, place, people, promotion E. Product, price, promotion, place

E

Sampling error is the probability that differences in averages or percentages are due to the random chance of drawing a bad sample rather than some real differences. Market researchers can minimize sampling error by: A. Eliminating misleading questions B. Conducting focus group interviews C. Using personal interviews D. Focusing on content validity E. Increasing the sample size

E

Service marketers use the expanded marketing mix when considering how to market services to consumers. The expanded marketing mix includes elements specifically helpful in dealing with the challenges of intangibility, inseparability, variability, and perishability. These elements include: A. People B. Process C. Physical environment D. A and B above E. All of the above

E

Social media marketing may be more effective than traditional marketing communications channels because social media: A. Offers greater flexibility of content and duration B. Has credibility similar to word-of-mouth C. Can build awareness and interest at a much lower cost D. Both A and B E. All of the above

E

Structured data and unstructured data are two types of Big Data. Structured data come in defined, organized format that is readily accessible and relatively easy to extract information, Conversely, unstructured data are available in an amorphous format, requiring some sort of treatment to make the data useable. Example(s) of unstructured data include: A. Written reviews--free form B. Text messages C. Surveillance video D. YouTube video E. All of the above

E

Suppose you are a sales manager for Qualtrics. One of your salespeople is struggling with the presentation step of the sales process. As you coach this salesperson, you begin by explaining that the purpose of the "presentation" step of the sales process is to: A. Close the sale. B. Qualify the buyer. C. Gather data on the customer. D. Create entertaining PowerPoint slides to engage the customer. E. Match the benefits of your product offering to the customer's needs.

E

The important components of marketing include: A. Marketing is exchange that takes place between sellers and buyers. B. Marketing creates, communicates, and delivers value. C. Marketing satisfies customer needs and wants at a profit. D. A and B above E. All of the above

E

To be successful, a product must have a competitive angle. A product's competitive angle defines the severity of the problem and the quality of the solution the product provides compared to the competition. A competitive angle: A. Is unique or different than current offerings in the market B. Makes a positive personal connection with consumers C. Lifts consumers over a hurdle (reduce pain or increase fun) that other competitors fail to do D. A and C E. All of the above

E

To the buyer, price represents the money paid, or the economic sacrifice, to acquire the product. To the seller, price is the money received, or the revenue. Buyers have incentive to purchase and sellers have incentive to sell when the price is: A. Below the seller's cost of goods sold B. Below the buyer's perceived value C. Above the seller's cost of goods sold D. Above the buyer's perceived value E. Both B and C are correct F. Both A and D are correct G. All of the above are correct

E

DuPont Stainmaster is an example of one of the best product demonstrations in recent history. Consumers walking into carpet stores were led by retailers to a kiosk where whey could soak light-colored swatches of Stainmaster carpet in their favorite stains, then wash out the stain completely in seconds using a simple solution of soap and water. The Stainmaster in-store example spotlighted the following important element(s) of effective demonstrations that increase product adoption: A. Relative advantage B. Compatibility C. Complexity D. Trialability E. Observability F. All of the above

F

Marketers are expected to embrace the highest professional ethical norms and ethical values. Accordingly, the American Marketing Association stresses the following norms: A. Do no harm B. Foster trust in the marketing system C. Embrace ethical values D. A and C above E. B and C above F. All of the above G. None of the above

F

Startups must find ways to accelerate time-to-money. A bottom-up mindset: A. Focuses on making the most of what the company has B. Goes where the money is C. Quickly pivots the competitive angle in a way that makes competitors irrelevant D. Transforms a winning marketing tactic into a long-term successful business strategy E. Two of the above F. All of the above

F

When firms track and analyze their social media data, they find insights into: A. Demographics and psychographics of buyers B. Best time to engage buyers in social media C. Most effective social network platforms for reach and impact D. Content that works best for a given audience E. Both A and B above F. Both C and D above G. All of the above

G

In 2011, Unilever launched the Magnum ice cream brand in the United States and Canada. The launching decision was based on careful examination of market attractiveness criteria. What are the criteria for evaluating the attractiveness of particular foreign markets? A. Customer needs B. Customer purchasing power C. Market size D. Market growth rate E. Market access F. A and B above G. C, D, and E above H. All of the above

H