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Which of the following is true of an IMC strategy?
a. It begins with the organization’s goods and services.
b. It sends product-focused messages.
c. It views the parts of a promotional mix as isolated components.
d. It begins with consumer wants or needs.
The private key in the Secure Sockets Layer (SSL) technology is used to encrypt
information.
a. True
b. False
Which of the following is an example of person marketing?
a. A firm creating awareness of the importance of using public transport.
b. A country promoting its sightseeing spots and cuisines.
c. A mall being inaugurated by a popular commercial actor.
d. A firm promoting an interstate soccer match.
Which of the following is a unique feature of social media marketing?
a. It is limited by geographical boundaries.
b. It creates ways for customers to engage in conversations with each other and the
organization.
c. It seeks to control the content and message received by the audience.
d. It mainly focuses on promoting the company outright rather than focusing on the
audience.
The added value that a certain brand name gives to a product in the marketplace is
called _____.
a. brand identity
b. brand relevance
c. brand recognition
d. brand equity
In which of the following types of MPR, the marketer takes the initiative and seeks out
opportunities for promoting the firm’s products?
a. Active MPR
b. Proactive MPR
c. Passive MPR
d. Retroactive MPR
_____ pricing occurs when a company offers two or more complementary products and
sells them for a single price.
a. Psychological
b. Bundle
c. Protective
d. Combination
Progresso Soup has a line of hearty soups that are promoted to all consumers using a
single marketing mix. The company is utilizing ______ marketing.
a. undifferentiated
b. differentiated
c. concentrated
d. holistic
A marketing intermediary is an organization that operates between producers and
consumers or business users.
a. True
b. False
Which of the following consists of intangible products that firms buy to facilitate their
production and operating processes?
a. Installations
b. Accessories
c. Business services
d. Operating supplies
Everyday low pricing is a strategy devoted to continuous low prices as opposed to:
a. seasonal changes in prices based on current demand.
b. purely cost-based prices that vary as the manufacturer’s costs vary.
c. relying on short-term price-cutting tactics such as cents-off coupons, rebates, and
special sales.
d. prices that are set on a weekly or monthly basis in reaction to competitors’ actions.
A(n) _____ takes a marketing information system a step further and allows managers to
explore and connect such varying information as the state of the market, consumer
behavior, sales forecasts, competitors’ actions, and environmental changes.
a. marketing segmentation system
b. marketing decision support system
c. market intelligence system
d. exploratory research system
A fast food restaurant is offering various meal options at discounted prices to attract
new customers. This marketing effort indicates that the company is at the _____ level
of relationship marketing.
a. third
b. first
c. fourth
d. second
The term _____ refers to the efforts to restore older products to like-new condition.
a. merchandisers
b. trade industries
c. remanufacturing
d. nearshoring
e. end-use application segmentation
f. global sourcing
g. joint demand
h. inelastic demand
i. outsourcing
j. value analysis
k. gatekeeper
l. commercial market
m. reciprocity
n. vendor analysis
o. category advisor
p. modified rebuy
q. demographic characteristics based segmentation
r. influencers
s. buyer
t. customer-based segmentation
Legislation regulates the placement of outdoor advertising near interstate highways.
a. True
b. False
Convenience retail stores attract consumers by providing easy access, extended store
hours, and adequate parking facilities.
a. True
b. False
A(n) _____ is an online audio or video file that can be downloaded to other digital
devices.
a. wiki
b. extranet
c. encryption
d. emarketing
e. private exchange
f. bot
g. search marketing
h. electronic signature
i. phishing
j. blog
k. clickthrough rate
l. conversion rate
m. electronic shopping cart
n. firewall
o. eprocurement
p. vishing
q. spam
r. podcast
s. preroll video ad
t. engagement
As an observant marketer, you read newspapers and magazines regularly to keep up
with trends in American cultural values. But you realize that certain core values do not
change over time. When considering various slogans to promote a new line of kitchen
appliances, you identify one that fails to tap into a core value. Which slogan is it?
a. Keeps Families Eating Together
b. Keeps Mom in the Kitchen
c. Helps Make Healthy Meals
d. Save Energy, Save the Environment
e. Makes Home the Best Eatery
An example of a firm's strength discovered by a SWOT analysis might be:
a. ownership of valuable patents.
b. a narrow current product line.
c. changing buyer tastes in the marketplace.
d. existing government policies favoring the industry.
The rules of engagement for social media are meant to:
a. track, measure, and evaluate a firm’s social media marketing initiatives.
b. make the exchange between marketers and their target audience a positive one.
c. protect the privacy of consumers by imposing laws and regulations on the company.
d. explain to the employees why they should take certain steps or actions, or avoid
them.
A bundle of physical, service, and symbolic attributes designed to satisfy a customer's
needs and wants is called a(n):
a. product
b. market offering
c. differentiated offer
d. tangible offering
An IMC strategy helps marketers create a unified personality for the product by
choosing the right elements from the promotional mix to send the message.
a. True
b. False
Mobile apps have become a multi-billion dollar industry because:
a. They are easy to use.
b. They are free to smartphone and tablet users.
c. They provide advertisers with detailed consumer data.
d. They keep user information secure.
Online marketing differs from emarketing as online marketing encompasses digital
technologies that do not involve computers.
a. True
b. False
Promotional events designed to attract visitors to a particular area or to improve the
image of a city, state, or nation would be examples of event marketing.
a. True
b. False
The objective of media selection is to achieve adequate media coverage without
advertising beyond the identifiable limits of the potential market.
a. True
b. False
Matching an external opportunity with an internal weakness produces a situation known
as leverage.
a. True
b. False
Josh is interested in mountain biking and regularly visits a specialized online service
that provides information on various topics related to mountain biking. Josh is most
likely to be visiting a(n):
a. corporate website.
b. podcast.
c. electronic bulletin board.
d. electronic storefront.
Most companies set prices using competitive pricing as their primary pricing strategy.
a. True
b. False
Which of the following is the most widely used Internet function?
a. Ebusiness
b. Entertainment
c. Communication
d. Information
e. Travel planning
Which function of marketing helps marketers determine what consumers want and need
and how to offer goods and services to satisfy them?
a. Financing
b. Securing market information
c. Risk taking
d. Standardizing and grading
Which of the following ethical issues is associated with firms’ product strategies?
a. Exclusive territories
b. False and deceptive advertising
c. Planned obsolescence
d. Baitandswitch advertising
