Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)
The practice of inviting prospective customers to sign up or self–select themselves into a brand’s
target market in order to receive marketing communications is referred to as ________.
1)
A)
relationship marketing
B)
selective marketing
C)
permission marketing
D)
integrated marketing
E)
customer relationship management
2)
Which pricing strategy uses a single, well–known price for a long period of time?
2)
A)
psychological pricing
B)
normal pricing
C)
cost–plus pricing
D)
customary pricing
E)
typical pricing
D
3)
Laurie owns a 2002 Honda Accord, which is the third Honda vehicle that she and her husband
have owned. They describe themselves as a “Honda” family and intend to purchase another Honda
automobile when their daughter gets her driver’s license because they know and trust Hondas. The
purchase decision is made much easier by the trust they place in HondA Which key concept of
marketing does this illustrate?
3)
A)
exchange
B)
added value
C)
branding
D)
distribution
E)
marketing concept
C
C
4)
Sam is a brand manager for a manufacturer of consumer package goods. Part of his job entails
launching new products into the marketplace. Before he launches a new product, however, Sam’s
department conducts extensive research to identify the needs and wants of the customer, rather
than finding ways to sell products that may or may not meet customers’ needs. Which key concept
of marketing is Sam implementing?
4)
A)
marketing concept
B)
branding
C)
customer concept
D)
added value
E)
exchange
5)
Which strategy directs marketing efforts at the consumer?
5)
A)
end–user
B)
pull
C)
push
D)
coverage
E)
cooperative
6)
Which department of a full–service advertising agency handles internal tracking on completion of
projects?
6)
A)
account planning
B)
account management
C)
traffic
D)
creative services
E)
media planning and buying
7)
What marketing organization ranked number one in 2007?
7)
A)
Toyota
B)
General Motors
C)
Time Warner
D)
Sony
E)
Omnigroup
8)
In most companies of any size, the marketing function is handled by a(n) ________.
8)
A)
agency
B)
marketing department
C)
brand manager
D)
consultant
E)
advertising department
9)
Wholesalers primarily use which promotion tool?
9)
A)
advertising
B)
television
C)
public relations
D)
personal selling
E)
all of the above
10)
The promotion “P” of marketing is also known as ________.
10)
A)
distribution
B)
product
C)
price
D)
differentiation
E)
marketing communication
Explanation:
11)
Which level of account management in a major agency provides leadership on strategic issues and
looks for new business opportunities?
11)
A)
account vice president
B)
account supervisor
C)
management supervisor
D)
account director
E)
account executive
12)
The materials and ingredients used in producing the product are obtained from other companies
who are referred to as ________.
12)
A)
suppliers or vendors
B)
marketers
C)
supply chainers
D)
agencies
E)
distributors or retailers
A
13)
Which of the following is NOT considered a main benefit of hiring an advertising agency?
13)
A)
objective advice
B)
specialized services
C)
tailored management of all advertising activities and personnel
D)
experienced staffing
E)
more creative advertising
E
C
14)
In the chapter opening vignette, Puma CEO, Jochen Zeitz, explained why individualism is so
important to the shoe company saying, “Like the puma as an animal is not a herd animal, we also
want people and our brand to stand for individuality . . .” Puma shoes stay hip through design
innovation and also by linking up with other hot icons, such as outfitting the tennis great Serena
Williams. Which basic concept of marketing does this illustrate?
14)
A)
distribution
B)
exchange
C)
marketing concept
D)
added value
E)
branding
15)
________ is the reputation, meaning, and value that the brand name or symbol has acquired over
time.
15)
A)
Brand image
B)
Trademark
C)
Brand equity
D)
Copyright
E)
Brand identity
16)
Tammy works at Procter & Gamble and is responsible for all the strategic decisions relating to
P&G’s Tide brand of laundry detergent’s design and manufacturer as well as the brand’s pricing,
distribution, and marketing communications. What is most likely Tammy’s job title?
16)
A)
marketing manager
B)
product champion
C)
account supervisor
D)
account executive
E)
product or brand manager
17)
In which type of allowance does the producer share with the reseller the cost of placing an
advertisement?
17)
A)
buying allowance
B)
communication allowance
C)
off–invoice allowance
D)
promotional allowance
E)
cooperative advertising allowance
18)
What is the world’s top consolidated agency network in 2007?
18)
A)
Publicis Worldwide Communications
B)
McCann–Erickson Worldwide
C)
BBDO Worldwide
D)
Dentsu
E)
J. Walter Thompson Company
D
19)
Which of the following is NOT considered a type of reseller?
19)
A)
producer
B)
wholesaler
C)
manufacturer
D)
not–for–profit
E)
retailer
C
E
20)
When a company distributes its products directly to buyers without the use of a reseller, this is
known as ________.
20)
A)
indirect marketing
B)
no–channel marketing
C)
integrated marketing
D)
indirect channel marketing
E)
direct marketing
21)
Mini–Case Question. J&J also markets their Tylenol brand of pain relievers to hospitals. What type
of market is that?
21)
A)
reseller
B)
institutional
C)
primary
D)
consumer
E)
secondary
22)
Which of the following is NOT considered a key strategic decision in marketing?
22)
A)
differentiation and positioning
B)
SWOT analysis
C)
objectives
D)
segmenting and targeting
E)
all of the above are considered key strategic decisions in marketing
23)
When Tylenol brand of pain relief capsules were tampered with resulting in the death of several
consumers, the manufacturer pulled all of its products from store shelves, redesigned packaging to
resist tampering, and reintroduced noncapsule forms of the product. This was very expensive for
Tylenol to do, but they knew that the reputation, meaning, and value that their brand name had
acquired over time provide financial value to the company. Today, Tylenol brand medications
have the reputation of being high–quality products even though the public knows that consumers
have died from using one of their products in the past. The reputation, meaning, and value that the
Tylenol brand name has acquired over time in known as ________.
23)
A)
trademark
B)
branding
C)
brand equity
D)
added value
E)
brand image
24)
Which marketing element includes product design and development, product operation and
performance, branding, and the physical dimensions of packaging?
24)
A)
product
B)
branding
C)
promotion
D)
packaging
E)
place
25)
________ markets include a wide variety of profit and nonprofit organizations, such as hospitals,
government agencies, and schools, which provide goods and services for the benefit of society.
25)
A)
Institutional
B)
Business–to–business (industrial)
C)
Direct
D)
Consumer
E)
Reseller
26)
________ means acknowledging a supplier’s brand as an important product feature.
26)
A)
Shared branding
B)
Inside branding
C)
Ingredient branding
D)
Co–branding
E)
Inclusive branding
27)
________ markets consist of people who buy products and services for personal or household use.
27)
A)
Consumer
B)
Direct
C)
Business–to–business (industrial)
D)
Reseller
E)
Institutional
28)
Which of the following is NOT a way advertising adds value to a product?
28)
A)
providing news and useful information of interest to consumers
B)
making the product appear more desirable
C)
making the product appear more of a status symbol
D)
making the product more convenient for consumers to buy
E)
all of the above are ways advertising adds value to a product
29)
A ________ brand is one marketed in a single country.
29)
A)
minor
B)
local
C)
regional
D)
limited
E)
national
30)
________ is the process of creating a special meaning for a product, one that makes it distinctive in
the marketplace and in its product category.
30)
A)
Branding
B)
Advertising
C)
Marketing
D)
Exchange
E)
Adding value
31)
Who is responsible for all the strategic decisions relating to a brand’s product design and
manufacture as well as the brand’s pricing, distribution, and marketing communications?
31)
A)
vice–president of marketing
B)
director of marketing
C)
brand manager
D)
advertising manager
E)
marketing manager
32)
Which key concept in marketing suggests that marketing should focus first on identifying the needs
and wants of the customer?
32)
A)
marketing concept
B)
exchange
C)
product concept
D)
production concept
E)
customer concept
Explanation:
33)
Mini–Case Question. Bob works at one of the advertising agencies that do J&J’s advertising for skin
care products. J&J has decided that this agency will also be the agency that will develop and
execute the advertising for their new line of skin care products for the female “tween” market. Bob
is the key executive working on J&J’s business and the primary liaison between J&J and the agency.
What is most likely Bob’s job title?
33)
A)
account executive
B)
manager–of–record
C)
management supervisor
D)
account director
E)
account supervisor
34)
A ________ is the amount an ad agency charges the client as a percentage of the media cost.
34)
A)
flat rate
B)
commission
C)
retainer
D)
percentage rate
E)
fee
35)
Which government agency provides a brand name or brand mark trademark protection?
35)
A)
Justice Department
B)
Securities and Exchange Commission
C)
Federal Trade Commission
D)
Department of Commerce
E)
Federal Communication Commission
36)
Which of the following does NOT add value to a product?
36)
A)
useful features
B)
convenience
C)
advertising
D)
branding
E)
all of the above add value to a product
37)
To whom is retailers’ advertising directed?
37)
A)
their customers
B)
wholesalers
C)
brokers
D)
customers of the manufacturers
E)
manufacturers
38)
A ________ strategy directs marketing efforts at resellers, and success depends on the ability of
these intermediaries to market the product, which they often do with advertising.
38)
A)
coverage
B)
direct
C)
push
D)
pull
E)
pulley
39)
When a brand name or brand mark is legally protected through registration with the Patent and
Trademark Office of the Department of Commerce, it becomes a ________.
39)
A)
known name
B)
trademark
C)
brand identity
D)
brand mark
E)
generic name
40)
Which method of adding value to a product is purely psychological?
40)
A)
convenience
B)
service
C)
quality
D)
branding
E)
features
41)
During the 2003 World Cup, which was held in Japan and South Korea, Puma got a well–known
sushi chef to create a special Puma sushi roll that was served in select Japanese restaurants in cities
around the world Puma also discretely announced the sponsorship in its company–branded
chopsticks, sake cups, and napkins. At the same time, Puma partnered with the Terence Conran
design shop to sell an exclusive version of its World Cup soccer boot, holding weekend
sushi–making events at the home furnishings store. Which marketing mix element does this
strategy illustrate?
41)
A)
price
B)
branding
C)
place
D)
promotion
E)
product
42)
Which department of an advertising agency acts as a liaison between the client and the agency?
42)
A)
account planning
B)
creative services
C)
media planning and buying
D)
traffic
E)
account management
Explanation:
43)
An organizational function and set of processes for creating, communicating, and delivering value
to customers and for managing customer relationships in ways that benefit the organization and its
stakeholders is known as ________.
43)
A)
management
B)
marketing
C)
promotion
D)
production
E)
advertising
44)
The act of trading a desired product or service to receive something of value in return is known as
which key concept in marketing?
44)
A)
exchange
B)
customer concept
C)
production concept
D)
marketing concept
E)
product concept
45)
Which of the following is NOT a factor on which the price of a product is based?
45)
A)
economic well–being of the consumer
B)
the consumer’s ability to gauge the value
C)
the relative value of the product
D)
what the market will bear
E)
the amount of support provided by resellers
46)
________ markets are made up of members of the distribution chain.
46)
A)
Business–to–business (industrial)
B)
Direct
C)
Institutional
D)
Consumer
E)
Channel
47)
The complex network of suppliers who produce components and ingredients that are then sold to
the manufacturer is known as the ________.
47)
A)
ingredient chain
B)
supply chain
C)
channel of distribution
D)
distribution chain
E)
network chain
B
48)
Which of the following is considered a “key player” in the marketing industry?
48)
A)
agencies
B)
marketer
C)
distributors or retailers
D)
suppliers or vendors
E)
all of the above
E
E
49)
The ________ is responsible for day–to–day activities and operates like a project manager in an
advertising agency.
49)
A)
account vice president
B)
management supervisor
C)
account supervisor
D)
account executive
E)
account director
50)
Marketing research, which is original research undertaken to answer specific questions, is known
as ________ research.
50)
A)
non–original
B)
primary
C)
objective
D)
secondary
E)
subjective
51)
________ uses databases to drive communication with customers and keep track of their
interactions with a company.
51)
A)
Integrated marketing
B)
Permission marketing
C)
International marketing
D)
Customer relationship management
E)
Relationship marketing
52)
What is the second step in the marketing process?
52)
A)
Set objectives for the marketing effort.
B)
Assess consumer needs and wants relative to the product, segment the market into groups
that are likely to respond, and target specific markets.
C)
Develop the marketing mix strategy.
D)
Research the consumer market and the competitive marketplace and develop a situation
analysis.
E)
Differentiate and position the product relative to the competition.
53)
The ________ refers to the various companies that are involved in moving a product from its
manufacturer into the hands of its buyer.
53)
A)
promotion network
B)
ingredient chain
C)
network chain
D)
distribution chain
E)
supply chain
54)
Ads targeting which type of market are usually heavier on factual content than on emotional
appeals?
54)
A)
direct
B)
international
C)
consumer
D)
indirect
E)
business–to–business (industrial)
55)
Which element of the marketing mix includes distribution channels, market coverage, and storage?
55)
A)
promotion
B)
place
C)
product
D)
communication
E)
price
56)
Who gathers all available intelligence on the market and consumers and acts as the voice of the
consumer, becoming the strategic specialist who prepares comprehensive recommendations about
consumers’ wants, needs, and relationship to the client’s brand and how the advertising should
work to satisfy those elements based on insights they derive from consumer research?
56)
A)
account director
B)
account planner
C)
management supervisor
D)
account manager
E)
copywriter
57)
Which pricing strategy uses advertising to manipulate the customer’s judgment of value?
57)
A)
relative pricing
B)
comparative pricing
C)
psychological pricing
D)
customary pricing
E)
deceptive pricing
58)
When a company distributes its products through a channel structure that includes one or more
resellers, this is known as ________.
58)
A)
dual–channel marketing
B)
indirect marketing
C)
integrated marketing
D)
direct marketing
E)
multi–level marketing
59)
What term is used to mean a place or a particular type of buyer?
59)
A)
segment
B)
target
C)
channel
D)
customer
E)
market
E
60)
Which key player in marketing is the organization, company, or manufacturer producing the
product and offering it for sale?
60)
A)
brand manager
B)
agency
C)
supplier or vendor
D)
distributor or retailer
E)
marketer
E
61)
What is exchanged in marketing?
61)
A)
ideas
B)
money
C)
goods
D)
services
E)
all of the above
E
B
62)
In which situation is the product or corporate–focused approach to marketing still used?
62)
A)
heterogeneous markets
B)
industries where product innovation is important, such as high technology
C)
highly regulated industries
D)
homogeneous markets
E)
highly competitive markets
63)
Juan works at BBDO Worldwide advertising agency, and his responsibilities include providing
leadership on strategic issues and looking for new business opportunities. He doesn’t actually work
on any of BBDO’s client accounts. What is Juan’s job title?
63)
A)
account supervisor
B)
account executive
C)
account director
D)
management supervisor
E)
account manager
64)
________ are ad agencies, usually small, that concentrate entirely on preparing the creative
execution of client marketing communications.
64)
A)
Specialized agencies
B)
Creative boutiques
C)
Creative freelancers
D)
Traffic coordinators
E)
Media–buying services