Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
Chapter 16: Marketing and Pitching Your Idea
Test Bank
Multiple Choice
1. The primary goal of the business pitch is which of the following?
a. to have people immediately purchase your product or service
b. to finalize your audience’s commitment to funding your product or service
c. to start a discussion that may lead to a favorable outcome
d. all of these
2. The act of clearly presenting and describing a product or service to others is called
___________.
a. the marketing mix
b. a pitch
c. a business plan
d. an opportunity
3. Which of the following is included in the traditional marketing mix framework?
a. mindset
b. ideation
c. market research
d. product
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
4. The traditional marketing mix is made up of these four main elements, known as the
4Ps:
a. People, Prospect, Presence, Pitch
b. Process, Presentation, Perception, Profit
c. Product, Price, Promotion, Place
d. Package, Passion, Perspective, Personality
5. Pricing is based on the amount the customer is expected to pay for the product, its
perceived value, and the degree to which the price can be raised or lowered depending
on:
a. market demand and competitor pricing.
b. manufacturing costs and location.
c. marketing campaigns and customer freedback.
d. wholesaler disounts and retail markup.
6. Karen’s company manufactures high-end design cookware. Karen has signed with a
local kitchenware store to give free cooking lessons during which she will use her
cookware. This is an example of which of the following marketing elements?
a. distribution
b. promotion
c. product
d. place
7. Karen’s company manufactures high-end design cookware. Karen will be selling her
product at a chain grocery story during the month of December and will be paying for a
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
center aisle display near the front entry of the store. This is an example of which of the
marketing mix?
a. distribution
b. promotion
c. product
d. place
8. Karen’s company manufactures high-end design cookware. The handles of the
cookware remain cool when used on a stovetop and have slip-on covers for the handles
to be used for removing the product from the oven. This demonstrates what element in
the marketing mix?
a. promotion
b. service
c. customer orientation
d. product
9. John is starting a sole proprietorship in which he will install home stereo systems.
John decides to test a paid Google Ad so that the name of his company will gain
recognition. This is an example of what marketing mix element?
a. product
b. promotion
c. place
d. advertising
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
10. Stephen has opened a BBQ restaurant that he hopes will be seen as a sports bar.
Which of the following best describes an example of a need for positioning?
a. Stephen receives a complaint from a customer about the lack of heat in the BBQ
sauce.
b. Stephen notices several Facebook postings that describe his restaurant as “a good
family restaurant” and “a perfect end to a day of shopping.”
c. Stephen notices several Facebook postings that describe his restaurant as good but
a bit pricey.
d. Stephen notices that many calls are coming in asking for directions to his location.
11. Stephen is preparing his pitch for a bank representative that will be considering him
for a business loan. He lists the resumes and credentials of chefs who are working in
the restaurant’s kitchen. This is an example of what marketing principle (from the 7 Ps)?
a. positioning
b. promotion
c. people
d. packaging
12. The process of creating a name, term, design, symbol, or any other feature that
identifies a product or service and differentiates it from others is known as:
a. marketing
b. positioning
c. packaging
d. branding
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
13. A brand strategy can best be described by which of the following?
a. the logo and labeling on the product or service
b. the plan to market the product
c. the plan to communicate the brand messages to the target audience
d. the plan that organizes, controls, and legally protects the brand
14. With which of the 4 Ps is the question “How will they know my business exists?”
associated?
a. price
b. product
c. place
d. promotion
15. When marketers use the S.A.V.E. approach, the focus would likely be which of the
following?
a. a greater focus on solutions and providing information
b. cost reduction
c. a need for an updated, technology-oriented approach to marketing
d. an emphasis on place, price, and promotion
16. Research conducted by Harvard Business School found that the traditional 4 Ps
model:
a. helps businesses promote themselves as important sources of information and
problem solving.
b. is narrow and outdated.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
c. is highly relevant in a modern business environment.
d. under-emphasizes product technology and quality.
17. S.A.V.E. advocates marketing a product based on ______, rather than emphasizing
its features.
a. its price advantage
b. how it meets customer needs
c. its basic functions
d. its novelty
18. According to the S.A.V.E. framework, customers are drawn to ______.
a. value more than to price
b. price more than to value
c. both price and value in equal measure
d. only price
19. According to the S.A.V.E. framework, which of the following helps to build a
relationship of familiarity and trust before a purchase is even made?
a. advertising
b. access
c. promotion
d. education
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
20. Entrepreneurial marketing is distinct from traditional marketing in which of the
following ways?
a. the focus is on interacting with the customers
b. the focus is on marketing with the lowest possible media
c. the focus is on a hierarchy of customers, starting with a circle of family and friends
d. relies on low-cost brochures, handouts, and business cards
21. With which of the 4 Ps is the question “How will the customers be reached?”
associated?
a. price
b. product
c. place
d. promotion
22. With which of the 4 Ps is the question “What is the value of my offering?”
associated?
a. price
b. product
c. place
d. promotion
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
23. Bea’s Donut shop was asked to sponsor a political group’s event, during which her
product would be on display. Bea refused because Bea’s Donut shop is based on an
image of a family with a tagline of “a taste of friends and family.” What is Bea’s concern
in refusing this marketing opportunity?
a. managing her brand
b. the cost of the event
c. the use of her logo
d. the use of her tagline
24. With which of the 4 Ps is the question “What are the benefits and features of my
product?” associated?
a. price
b. product
c. place
d. promotion
25. The S.A.V.E. framework replaces promotion with _________.
a. solution
b. access
c. value
d. education
26. Which of the following best describes the amount of time you have to make an
impression during a pitch session?
a. People will allow you at least a minute before deciding if they want to hear more.
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
b. People will listen to your entire pitch before forming an opinion.
c. You will have between 7 and 20 seconds to create a good impression.
d. You will have one tenth of a second.
27. What percentage of communication is nonverbal?
a. 25%
b. 45%
c. 47%
d. 93%
28. Of the following, what component of communication is most effective in
communicating your message?
a. the words spoken
b. facial expressions
c. body movements
d. had gestures
29. What does the author mean by the nonvisual dimension?
a. nonverbal gestures used by the speaker to communicate
b. the communication aids, such as presentation slides and handouts
c. the signs of encouragement that we give people we are presenting to
d. consideration to different sensory learning styles the audience may have
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
30. What is the best description of a pitch deck?
a. the introductory statements that grab the audience’s attention, placed at the start of
the pitch
b. a brief presentation, usually 10–12 slides, that provides a quick overview of your idea
c. the detailed backup information that will give all the details of your idea
d. the handout summary that you give to your audience
31. Describing how a service stands out from its competitors would be what aspect of
the marketing mix?
a. product
b. price
c. promotion
d. place
32. When asking “Is this service something that is suitable for my target audience,” an
entrepreneur is interested in what aspect of the marketing mix?
a. product
b. price
c. promotion
d. place
33. Which of the following did the authors suggest as a strategy for monitoring the
appropriate price for your product?
a. testing the effect of price changes on demand for the product
b. lowering the price as sales drop
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
c. adjusting the price relative to the increase or decrease of the cost of goods to
produce it
d. examining competitor prices
34. Which of the following components of a food truck business demonstrates the
element of “place” from the Marketing Mix?
a. Ensuring the price is comparable to local eateries
b. Offering a cuisine not available from othe restaurants in the region
c. Posting the menu online
d. Parking and selling food in a busy downtown area
35. Why would an entrepreneur be constantly tweaking the marketing mix?
a. to adjust to a competitive and ever-changing market
b. to adjust for improvements in the product or service
c. to take advantage of new ways of marketing, especially the Internet
d. to make sure that you are still on track with your original plan
36. What would be the best description of the term packaging?
a. the use of the logo and brand name on the product packaging
b. making sure that the form of delivery will prevent damage to the product
c. the process of exploring all visual elements of the product and service appearance
d. presenting the service in clearly labeled and attractive packages
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
37. Bea’s Donuts requires that all people working in her store wear a light blue polo shirt
showing the logo of her company. Requiring this shirt is part of what aspect of
marketing?
a. service
b. packaging
c. employee engagement
d. positioning
38. What name is given to the process of creating a name, design, symbol, and other
features that identify and differentiate your product?
a. positioning
b. promoting
c. branding
d. product design
39. How do the authors suggest that the brand message be delivered?
a. by stating the company purpose on all packages
b. by consistently using the product tagline
c. by advertising and social networking
d. by channeling it through advertising, distribution, and packaging
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
40. The first and most important aspect of a brand is which of the following:
a. the name of the company, product, or service
b. the company logo
c. the company tagline
d. the product quality
41. Al Ries suggested that using one word as the product or company would create a
stronger brand. What was the reasoning behind this suggestion?
a. It would be easier for consumers to remember.
b. It would leave it to the consumer to fill in the blank.
c. It would force the product to represent one singular goal.
d. It would encourage linkage between the company and its service.
42. A logo should:
a. state the purpose of the product or service
b. be easily remembered
c. create an emotional connection with the customer
d. be associated with the product, not the company
43. In considering access, what is the focus?
a. the exact location where your product can be purchased
b. a variety of places or ways that the product can be purchased
c. the path from hearing about the product to the actual purchase
d. the ease of getting information about your product or service
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
44. What is meant by entrepreneurial marketing?
a. any marketing conducted by an entrepreneur
b. lower cost, inexpensive marketing
c. a set of processes based on new and unconventional marketing practices
d. marketing conducted by people who do not have a traditional marketing job title or
role
45. According to the text, the two main parts to the “perfect pitch” are _____________.
a. verbal and nonverbal communication
b. the pitch deck and the product
c. the language and the tone
d. the content and the communication
46. Which of the following best distinguishes entrepreneurial marketing from traditional
marketing?
a. the marketing message is delivered as a dialogue
b. the marketing message is delivered as an elevator pitch
c. the marketing message is delivered as a pitch
d. the marketing message is delivered through nontraditional media
Instructor Resource
Neck, Entrepreneurship
SAGE Publishing, 2018
47. What enables people to find you online via Google or other online browsers?
a. blogs and social media
b. word-of-mouth advertising
c. search engine optimization
d. AdWords
48. Google search ratings can be increased by which of the following?
a. links to social media pages that are also calculated in the ratings
b. the quality of posts onto the website
c. paying for Google ads
d. building an attractive website
49. According to the text, every pitch must end with a ____________.
a. invitation
b. call to action
c. exchange of contact information
d. call for questions from the audience
50. What percentage of communication is achieved through actual words?
a. 7%
b. 20%
c. 36%
d. 44%