Public relations (PR) is a specialized field.
The first step of creating a direct marketing campaign is to specify direct marketing
channels.
The Sarbanes-Oxley Act of 2002 established specific procedures to ensure ethical
conduct at the highest levels of the company, including the board of directors.
A well-rounded dashboard tracks the skills and competencies of the marketing team
against a clear set of proficiency goals.
About the only thing you know for certain about your first version of a marketing
dashboard is that it will likely look the same in a year or two.
CRM is _______________.
A. A software system
B. A business strategy
C. Able to maximize profitability through serving the best customers
D. Customer-centric
E. All of these
One of the search difficulties for consumers with respect to evaluating one service
offering from another is ________.
A. Services are not offered in a store
B. The customer does not truly know how the service performs until after the sale
C. It is difficult to compare services online
D. A service may be inseparable from its price
E. None of these
The manager of Gina’s Groceries wanted to see how customers would react to some
new displays. To collect this information she posted employees where they could see
the display and had them record how long customers looked at it, whether they picked
up the item, and if they took the item with them. She is collecting _______ data to solve
her research problem.
A. Survey
B. Qualitative
C. Behavioral
D. Observational
E. Interview
The first step of creating a direct marketing campaign is to _________.
A. Set strategy for the campaign
B. Identify qualified target customers
C. Specify direct marketing channels
D. Analyze the results of the offer
E. Develop and test the offer for the campaign
The ______________ method is not a valid method for preparing an overall marketing
budget.
A. Objective-and-task
B. Whatever-the-boss-allows
C. Percent-of-sales
D. Comparative-parity
E. All-you-can-afford
The manager of an automotive after-market specialties firm is interested in collecting
secondary data. He is concerned with the future of the industry and his competition. He
would like to find industry research reports along with industry and company analysis
of his competitors. His best sources of this information would be ___________.
A. Independent online databases
B. Research studies
C. Market research organizations
D. Online focus groups
E. Sales force automation systems
Buckeye Brewing Co. is conducting market research to determine if a new beverage
will be successful. The company is in the process of determining the kind of research
that needs to be done, the information needed, and the sampling plan for whom to
include in the research. Buckeye Brewing is in the ________ stage of the market
research process.
A. Collecting the data
B. Searching secondary sources
C. Establishing the research design
D. Defining the research problem
E. Reporting the findings
You are product manager for Brand X diapers, a national brand. Brand X has been
declining in absolute level of sales for the last four consecutive months. You ask the
market research department to do a study to determine why sales have declined. The
most appropriate research type would be _________.
A. A laboratory experiment
B. A field experiment
C. A descriptive study
D. An exploratory study
E. A causal study of actual and potential customers
The Children’s Online Privacy Protection Act (COPPA) requires marketers to get
parental consent to collect personal information on anyone younger than _________.
A. 18
B. 16
C. 13
D. 10
E. 21
When a product is produced and consumed at the same time and cannot be separated
from its provider, it is called ___________.
A. Separability
B. Timing
C. Intangibility
D. Inseparability
E. Partial consumptionF. None of these
The role of human service providers in the customer service experience allows the
service provider to __________.
A. Allow for new products to be promoted
B. Stimulate the formation of the same experience for all people
C. Allow considerable customization in delivering the service
D. Create profit pockets by encouraging the ordering of more expensive options
E. None of these
Coca-Cola’s customers are its bottling plants. However, it sponsors many television ads
to entice the end user to purchase the product. This is an example of stimulating
________.
A. Inelastic demand
B. Elastic demand
C. Codependent demand
D. Derived demand
E. Fluctuating demand
A strategy to intentionally sell below cost to push a competitor out of a market, then
raise prices to new highs is called __________________.
A. Price fixing
B. Price discrimination
C. Deceptive pricing
D. Bait and switch
E. Predatory pricing
When consumers have too narrow an understanding of the company, brand, or product,
it is called ________.
A. Underachieving
B. Overpositioning
C. Underpositioning
D. Perplexing positioning
E. Lack of positioning
A _____________ appeal uses right and wrong to persuade.
A. Moral
B. Rational
C. Research-based
D. Lifestyle
E. Mood