Which of the following agencies supports consumer rights through its initiative of
informing consumers of their right to modify or discontinue receiving solicitations?
a. The Federal Trade Commission
b. The Direct Marketing Association
c. The Council of Better Business Bureaus
d. The Consumer Product Safety Commission
Adecco systems has a website service which allows the company to interact with its
suppliers and share all types of data related to emarketing. This innovative website can
be regarded as:
a. a marketing website.
b. a private exchange.
c. a corporate website.
d. an electronic storefront.
The U.S. Sports and Fitness Federation is determining where they should build their
permanent training facility. They want it to be located near a populated center but it
must also provide ample access to those who don’t reside in cities. The federation is
engaged in _____ planning.
a. strategic
b. shortterm
c. operational
d. economic
Which of the following is a major ethical issue faced by social media marketers during
their marketing campaigns?
a. Copyright infringement
b. Consumer privacy
c. Lack of funding
d. Contractual concerns
Which of the following is a benefit of an integrated marketing communications (IMC)
program?
a. a unified personality for a brand or product can be created
b. firms need only work with one outside vendor
c. only those working in the communications division assist with IMC programs
d. marketers focus on traditional network TV such as NBC, CBS and ABC
Public and private consumer interest groups and selfregulatory organizations are part of
the legal environment.
a. True
b. False
On account of their unselfish goals of serving society, notforprofit organizations are not
required to have marketing objectives.
a. True
b. False
Most fads experience short-lived popularity and then quickly fade, although some
maintain residual markets among certain segments.
a. True
b. False
Marketing of a product begins after it hits the shelf.
a. True
b. False
Cooperative advertising campaigns originated to take advantage of the media’s practice
of offering lower rates to local advertisers than to national ones.
a. True
b. False
Psychographic segmentation involves segmenting the consumers on the basis of the
benefits they seek from a product.
a. True
b. False
State University recently announced a plan to increase tuition. As president of the
student government, you feel obligated to protest. Luckily, before emailing a statement
to the board of trustees, you asked your marketing professor to proofread it. From the
sentences below, choose the mistake(s) she caught.
a. A tuition increase could harm the university by resulting in market suppression.
b. A tuition increase could harm the university by resulting in cost recovery.
c. If the university would reduce tuition instead of increasing it, this would create a
market incentive and boost enrollment.
d. We believe the increase is a profit maximization strategy, which is never used by
not-for-profit organizations.
e. Price changes are never used by not-for-profit organizations to influence their
markets.
Social class is determined by the sole criterion of income.
a. True
b. False
The Coffee Cup, a popular coffee chain in Switzerland, is trying to expand its business
into Canada. It decides to enter into a partnership with a Canadian bookstore chain to
set up coffee shops inside bookstores, an arrangement which will benefit both firms.
This type of partnership that helps to create a competitive advantage in a new market is
known as a _____.
a. strategic alliance
b. franchising agreement
c. joint venture
d. buy out
The concept of _________________ refers to the ways that marketers make sure their
customers get the right amount of products at the right time and place.
a. Product strategy
b. Promotion strategy
c. Retail strategy
d. Distribution strategy
e. Customer service strategy
According to Maslow’s hierarchy, an art enthusiast joining an art appreciation society
would be satisfying which level of her consumer needs?
a. Self-actualization
b. Esteem
c. Belongingness
d. Safety
e. Physiological
H&M stores have grown quickly and established a high share of the market by targeting
women who like to wear the latest fashion trends and are price conscious. H&M
determines their mix of product, pricing, promotion strategy, and retail store location
based upon extensive research regarding consumer preferences and style trends. The
identification of a target market and blending of marketing mix elements is known as
the ________.
a. marketing strategy
b. environmental plan
c. target market mix
d. competitive strategy
A hotel purchases towels for use in its rooms. In this context, these towels will be
considered business products.
a. True
b. False
_________________ are strategic alliances with other companies or with not-for-profit
organizations.
a. Co-marketing
b. Internal partnerships
c. Buyer partnerships
d. Lateral partnerships
e. Co-branding
Your new marketing assistant just handed you a presentation that you are to give on the
phases of an effective social media marketing campaign. One of the slides lists the
phases of a typical campaign as follows:
1. Goal setting
2. Develop strategies
3. Target audience
4. Produce content
5. Implement the plan
6. Monitor
7. Measure
Is there anything wrong with the ordering of these phases?
a. No, the phases are listed in the correct order.
b. Yes, the phases are ordered incorrectly. Measure and Monitor should be switched.
c. Yes, the phases are ordered incorrectly. Target audience and Develop strategies should
be switched.
d. Yes, the phases are ordered incorrectly. Goal setting and Develop strategies should be
switched.
e. Yes, the phases are ordered incorrectly. Produce content and Target audience should be
switched.
With regard to sales promotion, magazines, newspapers, and package inserts are the
standard methods of distributing:
a. coupons.
b. samples.
c. premiums.
d. specialty items.
In the awareness phase of the consumer adoption process, consumers make a trial
purchase of an item to determine its usefulness.
a. True
b. False
Which of the following is the most essential requirement for developing the best
strategies for a social media marketing campaign?
a. An interactive media channel
b. An innovative product
c. A thorough understanding of the target audience
d. A thorough analysis of the competitors’ media presence
The PIMS project revealed that the two most important factors influencing profitability
were:
a. sales cost and market demand.
b. product quality and market share.
c. profit margin and product price.
d. product price and competition.
The process through which a manufacturer attempts to gain greater control over inputs
in its production process is called _____.
a. distribution channel
b. forward integration
c. logistics
d. dual distribution
e. direct selling
f. intensive distribution
g. selective distribution
h. exclusive distribution
i. tying agreement
j. backward integration
k. administered marketing system
l. corporate marketing system
m. contractual marketing system
n. private carriers
o. materials handling system
p. franchise
q. common carriers
r. upstream management
s. suboptimization
t. downstream management
In the first part of your presentation to potential investors, you covered the first two
steps in the market segmentation process. In the second part of your presentation, you
will need to discuss:
a. Selection of specific market segments
b. Forecast of market potential
c. Forecast of probable market share
d. Developing relevant profiles for each segment
e. Developing income measures for each segment
In the _____ stage of the sales process, a salesperson describes a product’s features and
relates them to the customer’s needs.
a. approach
b. recall
c. closure
d. presentation
It has been seen that periods of major innovations often lead to:
a. reduced personal consumption.
b. higher standards of living.
c. decreased annual spending.
d. reduced discretionary income.
Costco utilizes a bi-weekly mailing to communicate with its members about special
purchases and featured products. Recently, its mailer featured an HP printer with a
coupon to receive a $50 rebate. HP negotiated a special discount on the printers with
Costco and also paid a portion of the mailing cost which featured the printer. This is an
example of _____ advertising.
a. cooperative
b. celebrity
c. institutional
d. pioneer
A functional discount is a payment to a channel member or a buyer for performing
marketing functions.
a. True
b. False
The first question marketers ask when they begin to develop strategies for any
marketing effort including social media is:
a. Who are we trying to reach?
b. What is our budget?
c. Which tactics should we implement?
d. Which product(s) or service(s) should we promote?
Which of the following pricing policies began to be widely used during the late 1960s
to make price comparisons more convenient between products packaged in different
sizes?
a. Odd pricing
b. Promotional pricing
c. Unit pricing
d. Product-line pricing
A key element in the success of Google is that the company’s search engine is perceived
as appropriate to people all over the globe. An enormous number of consumers feel a
need for Google’s benefits. Based on this information, which dimension of brand
personality is best illustrated by Google?
a. Differentiation
b. Esteem
c. Knowledge
d. Relevance
e. Commitment
A five-pound bag of roasted peanuts sells for $8, and the average variable cost is $4 per
bag. If the total fixed cost for the roasted peanuts is $80,000, the breakeven point in
bags is:
a. 20,000
b. 40,000
c. 80,000
d. 120,000
Countries that export international commodities, such as wood, chemicals, and
agricultural crops, suffer economically when their prices fluctuate.
a. True
b. False
Discuss fear and humor as types of advertising appeal. Give examples of
advertisements that make use of either or both types of appeals.
Explain the concept of marketing. What are some common misconceptions about
marketing?
Discuss the characteristics of shopping products. Do marketers essentially use the same
approach to market all shopping products?
Discuss the role of children and teenagers in the consumer marketplace. How are
marketers targeting this market?
Discuss the different types of consumer-oriented sales promotions.
Describe the aspects of strategic and tactical planning.
What is consumerism? What can marketers do to protect the consumer’s right to be
informed?
What is a vertical marketing system? Distinguish between forward integration and
backward integration.
Discuss the five major transportation alternatives.
Identify the four types of B2B partnerships.
List the activities that marketers must perform in order to create the customers
organizations want.
What are channel conflicts? Give an example describing how channel conflicts should
be dealt with.
China and United States have the most number of Internet users. What is the use of
Internet to people in these countries?
Differentiate between brand extension and line extension strategies.
Explain the concept of value pricing.
What is a brand? Why is branding important?