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Question 1
What historically was called a TV ad is increasingly likely to be seen on a computer or mobile device. This is an example of :
Integrated marketing communications
Fair trade
Media convergence
Demarketing
Planned obsolescence

Question 2
Which of the following is NOT a stage in the purchase decision process?
Alternative evaluation
Need recognition
Postpurchase behavior
Analysis of motivations
Information search

Question 3
Grouping customers on the basis of their purchase histories is an example of what type of segmentation?
Geographic
Behavioral
Demographic
Geodemographic
Psychographic

Question 4
Office Giant's environmental scanning efforts would NOT include which of the following?
ROI evaluation of marketing efforts
Gathering competitive intelligence
Monitoring social media conversations
Identifying office technology trends
Interviewing its former customers

Question 5
Apple hires a researcher to monitor how students use iPads in the classroom over the course of an entire week. This is an example of what type of research :
Data mining
Focus group
Ethnography
Eye tracking
Copy testing

Question 6
Which of the following represents a MICRO-environment influence for Power to the People Gym?
The time of year
The economy
Federal subsidies for gym memberships
Rising awareness of exercise importance
The CEO's desire to see brand advertised on TV

Question 7
Which of the following is a common reason why successful domestic brands fail in foreign markets:
Ugly packaging
Flawed pricing strategy
Lack of understanding of local culture
Product recalls
Lack of advertising agency talent

Question 8
Which of the following is NOT a likely outcome of Spiffy Spiff Car Wash's implementation of a CRM system?
More targeted mailings
Enhanced sales reporting and predictive modeling
Trigger marketing tactics
More mass marketing
New segmentation strategies

Question 9
Which of the following concepts does NOT relate to positioning?
Unique selling proposition
Competitive differentiation
Perceptual maps
Market niches
Cognitive dissonance

Question 10
The study of why consumers do what they do is known as?
Ethnography
Psychoanalysis
Consumer Behavior
Systems engineering
Segmentation

Marketing Management, Management Studies

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