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Which of the following is one of the key disadvantages of online market research?
A) Online research is expensive.
B) Online research is time consuming.
C) People tend to be dishonest online.
D) Online research lacks versatility.
E) Samples can be small and skewed.
Primary data can be collected in several ways. Installing CCTV cameras in a retail store
whereby consumers' actions can be recorded is an example of ________ research.
A) focus group
B) survey
C) observational
D) behavioral
E) experimental
Which of the following is an internal marketing metric that companies need to monitor?
A) market share
B) consumer satisfaction
C) relative perceived quality
D) total number of customers
E) relative employee satisfaction
Which of the following should be done to increase the likelihood that social marketing
programs will be successful?
A) Choose target markets that are the least ready to respond.
B) Promote multiple, doable behaviors in clear, simple terms.
C) Make it easy to adopt the behavior.
D) Adopt a soft sell approach, as opposed to attention grabbing messages.
E) Explain the benefits in an exaggerated manner.
________ gives products the appearance of being more environmentally friendly
without living up to that promise.
A) Ambush marketing
B) Greenwashing
C) Astroturfing
D) Viral marketing
E) Green politics
Fred's company has recently sold its resin-producing plant to a business in India. As
part of the sales price, his company agrees to accept as partial payment the production
of the resin at an agreed upon price for six years. This is an example of what type of
countertrade?
Industrial tools claiming to have durability, and antacids announcing their efficacy
convey a brand's category membership by ________.
A) relying on the product descriptor
B) comparing to exemplars
C) announcing category benefits
D) communicating deliverability variables
E) identifying counter examples
When museums charge a lower admission fee to students and senior citizens, this form
of price discrimination is known as ________ pricing.
A) location
B) channel
C) customer-segment
D) special-customer
E) loss-leader
Soccer's World Cup is promoted aggressively to both companies and fans. This is an
example of marketing a(n) ________.
A) idea
B) place
C) luxury item
D) event
E) service
Which element of a brand story framework do Randall Ringer and Michael Thibodeau
relate to the way the narrative logic unfolds over time, including actions, desired
experiences, defining events, and the moment of epiphany?
A) language
B) pitch
C) cast
D) setting
E) narrative arc
Which of the following is the first step in the process of personal selling?
A) prospecting and qualifying
B) sales preapproach
C) sales presentation
D) unearthing objections
E) demonstrating advantages
A company would like to study the impact of advertising expenditure on sales and sales
revenue. This is an example of ________ research.
A) prescriptive
B) causal
C) secondary
D) exploratory
E) qualitative
The traditional "marketing-mix" concept and the notion of the "four Ps" may not
adequately describe modern marketing programs. ________ is about mixing and
matching marketing activities to maximize their individual and collective effects.
A) Personalized marketing
B) Mass customization
C) Globalized marketing
D) Relationship marketing
E) Integrated marketing
According to the BRANDZ model of brand strength, brand building involves people
progressing through a sequential series of steps. Which of these steps convey the
message "Nothing else beats this brand"?
A) bonding
B) relevance
C) advantage
D) performance
E) presence
Which of the following elements of the marketing communications mix involves a
variety of short-term incentives to encourage trial or purchase of a product or service?
A) advertising
B) direct marketing
C) public relations
D) personal selling
E) sales promotion
Tracy works for a cellular phone company that offers trade-in allowances toward the
upgrade of new phones, which is an example of ________.
A) a sales promotion
B) interactive marketing
C) word-of-mouth marketing
D) personal selling
E) events and experiences
