1. TV commercials, newspaper and magazine ads, the tools that carry and deliver the “image” of a marketed product or service, are known as its:
A. positioners.
B. branding.
C. identity.
D. product luster.
2. Given a unique product or service and a small, focused target market, a strategy designed to set a product or service apart from competitors is known as:
A. niche strategy.
B. mass marketing approach.
C. undifferentiated.
D. open-ended.
3. According to economic theory, unlimited access to information which leads to perfect market knowledge of price structures will tend to cause prices to:
A. increase.
B. converge.
C. go down.
D. skyrocket.
4. For an online marketing effort involving a product (after the selection of a good product name) the URL for your Web site should be:
A. distinctive and tie into the actual product name.
B. in the Web site but never in the URL.
C. It doesn’t matter too much what the URL is.
D. exactly the same as the product name.
5. During market segmentation, the investigation of prospect clusters according to lifestyle and self-concept is referred to as:
A. demographics.
B. partitioning.
C. psychographics.
D. target positioning.
6. When using electronic tools, logistics (distribution) functions should be:
A. designed to take advantage of online communications capabilities.
B. done exactly the same as in physical retail stores.
C. eliminated completely.
D. broken down into smaller, more manageable steps.
7. The objective and task method in which the marketer delineates the marketing for the period and then calculates a cost for each task is also known as:
A. periodic table budgeting.
B. expenditure justification method.
C. zero based budgeting.
D. objective budgeting.
8. One effective method for online marketers to increase consumer credibility in a Web site or product line is to:
A. ask prospective customers to “trust us like your uncle.”
B. display earned awards and certifications on the Web site.
C. assume that consumers will naturally trust your products and company.
D. say disparaging things about your competitor’s Web site.
9. Good online marketers will be particularly aware of how customers will use their products and the specific advantages and positive outcomes obtained from the use of the products by doing a:
A. reaction profile.
B. benefits analysis.
C. cost analysis.
D. strategic guess.
10. Since online media fit best into the direct marketing category, business on the WWW may have the effect of:
A. largely eliminating the retailer or wholesaler.
B. eliminating most TV advertising.
C. minimizing personal communications with customers.
D. creating more mass marketing strategies.
11. The implementation of marketing programs means:
A. planning marketing programs.
B. organizing marketing programs.
C. executing marketing programs.
D. analyzing the results of marketing programs.
12. "Coupon Keys" are:
A. identification codes.
B. a promotion to give instant coupons to the customer.
C. a way to trigger the customer to pick one brand over another.
D. electronic keys to " open the doors" to more information for the customer.
13. Attracting new customers is about __________ times more costly than selling to and servicing existing customers.
A. three
B. seven
C. nine
D. 20
14. Marketers learn about customers' concerns by:
A. reading their e-mail.
B. listening to their compliments and complaints.
C. reviewing competitor advertising companies.
D. identifying which competitors' products they buy.
15. SOQ is:
A. a formula used to estimate how many times a Web site will be hit by customers in a 24-hour period.
B. a new ISP like AOL.
C. a supplier's statement of qualifications to manage a proposed project.
D. shorthand used in Global Positioning Satellite Systems to identify the geographic area "South of Quebec
16.
Marketing managers should be briefed on a program’s progress:
A. weekly.
B. monthly.
C. quarterly.
D. upon completion.
17.In planning for a 12-month period:
A. the objective and task method works well.
B. procrastination time should be built in because stressed managers need it.
C. it is best to be general and not specific because plans and personnel change.
D. a rigid timetable should not be set because things change.
18.Marketing planning:
A. continually focuses on reviewing past performances.
B. focuses on the future, typically no longer than thirty days.
C. has no time orientation.
D. has a long term orientation up to several months.
19.The one invisible marketing "P" that marketers are bringing into the light is:
A. product.
B. performance.
C. place.
D. price.
20.Measurement parameters for judging a salesperson’s performance include:
A. volume by product or service.
B. probability by product or service.
C. lost sales.
D. Both a and b