Test Content – Mix

Question 1

________ is the act of obtaining a desired object from someone by offering something in return.

A. Bribery
B. Valuation
C. Exchange
D. Value creation

Question 2

________ is one of the best ways to increase share of customer.

A. Using bait and switch

B. Divesting
C. Targeting new customers
D. Cross-selling

Question 3

________ is defined as a social and managerial process by which individuals and organizations obtain what they
need and want through value creation and exchange.

A. Advertising
B. Selling
C. Marketing
D. Negotiating

Question 4

Which of the following strategies would a company most likely use to increase customer satisfaction?

A. lowering prices
B. limiting customer experiences with a brand
C. "firing" unprofitable customers
D. decreasing the variety of offered services

Question 5

Which of the following best explains why consumers have greater power and control in today's marketplace?

A. The production concept and competition have lowered prices.

B. More companies are implementing societal marketing and weighing long-term costs and benefits.
C. Customer-driven marketing creates products and services that meet customers' future needs.
D. Through new communication technologies, customers have more access to information and more methods
of sharing their opinions with other customers.

Question 6

Which customer question is answered by a company's value proposition?

A. "Why should I buy your brand rather than a competitor's?"

B. "How does your brand benefit society?"
C. "What are the costs and benefits of your brand?"
D. "What are the benefits of being a loyal consumer of your brand?"
Question 7

According to the production concept, consumers will favor products that are ________ and ________.

A. satisfying; quality focused

B. available; affordable
C. segmented; convenient
D. advertised; affordable

Question 8

In today's world, marketing should be done by ________ employees in an organization.

A. all
B. only marketing
C. only marketing, sales, and customer-support
D. only management and marketing

Question 9

Which of the following is currently the fastest-growing form of marketing

A. mass media marketing

B. consumer-generated marketing
C. online marketing
D. word-of-mouth marketing

Question 10

The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer
________.

A. short-run ethics
B. long-run welfare
C. short-run costs and profits
D. value propositions

Question 11

Which of the following is NOT a reason that a firm might want to abandon products or markets?

A. The firm has grown too rapidly.

B. The market has changed, making some of the products less profitable.
C. The firm has entered areas in which it does not have expertise.
D. The economic environment is showing signs of recovery.

Question 12

In the marketing management functions, a SWOT analysis should ________ a marketing plan.

A. take priority over

B. replace
C. follow
D. precede
Question 13

________ should be market oriented and defined in terms of ________.

A. Mission statements; customers' needs

B. Annual plans; product needs
C. Strategic plans; company needs
D. Objectives; competitors' threats

Question 14

A marketing plan begins with a(n) ________, which quickly overviews goals and recommendations.

A. marketing dashboard
B. action program
C. executive summary
D. SWOT analysis

Question 15

Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are
attained is called ________.

A. marketing control
B. strategic control
C. operating control
D. efficiency

Question 16

________ are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its
bills and support other SBUs that need investment.

A. Cash cows
B. Stars
C. Question marks
D. Dogs

Question 17

Which of the following would NOT be useful in determining marketing ROI?

A. SWOT analysis
B. brand awareness
C. market share
D. customer equity

Question 18

The process of customer-driven marketing involves which of the following?

A. marketing analysis; planning; implementation; feedback

B. market segmentation; market targeting; differentiation; positioning
C. product; price; promotion; adaptation
D. problem identification; information search; decision; implementation
Question 19

In a basic SWOT analysis, the "S" stands for ________.

A. strengths
B. situation
C. satisfactions
D. strategies

Question 20

Which of the following entails reducing the business portfolio by eliminating products that no longer fit the
company's overall strategy?

A. the BCG approach

B. market segmentation
C. downsizing
D. market redesign

Question 21

While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand
preference, brands are not maintained by advertising but by ________.

A. service recovery
B. marketing experience
C. product mix
D. brand experience

Question 22

Public health campaigns to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________.

A. specialty products
B. responsibility marketing
C. consumer products
D. social marketing

Question 23

________ are less frequently purchased consumer products and services that customers compare carefully on
suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making
comparisons about these products.

A. Unsought products
B. Convenience products
C. Shopping products
D. Industrial products

Question 24

"I love New York" is an example of ________.

A. place marketing
B. corporate image advertising
C. social advertising
 D. person marketing

Question 25

Paper, pencils, paint, nails, and brooms are examples of ________.

A. supplies
B. raw materials
C. specialty products
D. capital items

Question 26

Which of the following does NOT belong to the materials and parts group of industrial products?

A. farm products such as wheat

B. petroleum
C. repair and maintenance items
D. natural products such as iron ore

Question 27

At the very least, a product's ________ identifies the product or brand. It might also describe several things about
the product and promote the brand.

A. copyright
B. portfolio
C. package
D. label

Question 28

________ are products and services bought by final consumers for personal consumption. These include
convenience products, shopping products, specialty products, and unsought products.

A. Services
B. Industrial products
C. Consumer products
D. Straight extensions

Question 29

A ________ is a group of products that are closely related because they function in a similar manner, are sold to the
same customer groups, are marketed through the same type of outlets, or fall within given price ranges.

A. convenience product
B. product line
C. line extension
D. product bandwidth

Question 30

A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of
a product or service.

A. brand
B. service
 C. co-branding
D. internal marketing

Question 31

Manufacturers must comply with specific laws regarding ________.

A. product life cycles

B. distribution channel length
C. product quality and safety
D. profit margins

Question 32

Which of the following statements best explains why idea screening may be the most important step of new product
development?

A. It gives research and development team members an opportunity to gather consumer feedback
B. It increases the number of ideas generated.
C. Some ideas that will become market disasters may be originally viewed favorably by the idea screeners.
D. It saves the company money in product development costs by giving the green light to only the product
ideas that are likely to be profitable.

Question 33

Which of the following is the practice of inviting broad communities of customers, employees, independent
researchers, and members of the public into the new-product innovation process?

A. outsourcing
B. brainstorming
C. Crowdsourcing (huy động cộng đồng)
D. concept testing

Question 34

Introducing a new product into the market is called ________.

A. new product development

B. commercialization
C. experimenting
D. marketing development

Question 35

The second part of the marketing strategy statement outlines the product's planned price, distribution, and ________
for the first year.

A. advertising
B. marketing budget
C. promotional mix
D. marketing budget

Question 36

In the ________ stage of new-product development, products undergo rigorous tests to make sure that they perform
safely and effectively or that consumers will find value in them.

A. concept development and testing

 B. marketing mix
C. business analysis
D. product development

Question 37

Once the product or service passes the business analysis test, it moves into what stage?

A. market testing
B. strategy development
C. product development
D. concept development

Question 38

What are the two ways that a company can obtain new products?

A. market mix modification and research and development

B. line extension and brand management
C. new-product development and acquisition
D. internal development and brand management

Question 39

A company getting ready to launch a new product must make several decisions. The company must first decide on
________.

A. when to time the new product introduction

B. whether to launch the product in a single location
C. whether to launch the product in a region
D. when to develop a planned market rollout

Question 40

The innovation management system approach yields two favorable outcomes: it helps create an innovation-oriented
company culture, and it ________.

A. clearly assigns responsibility for the process

B. yields a larger number of new-product ideas
C. guarantees successful products
D. requires less budget support

Question 41

The number of times an average person in the target market is exposed to an ad is known as the ________.

A. frequency
B. impact
C. reach
D. exposure

Question 42

What is one of the primary goals of reminder advertising?

A. restore company image

B. build brand preference
C. maintain customer relationships
 D. correct false impressions

Question 43

Which of the following is an objective of informative advertising?

A. build brand preference

B. keep brand in customer minds during off-seasons
C. suggest new uses for a product
D. change customer perceptions of brand value

Question 44

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the
________.

A. profit margin
B. cost per thousand persons reached
C. cost of the magazine it is using
D. cost of premium offers

Question 45

Reach, frequency, and impact are all ________ made when developing an advertising program.

A. budget decisions
B. sales objectives
C. media decisions
D. advertising evaluations

Question 46

In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown
uniforms and drive brown trucks. What type of public relations tool is UPS using?

A. buzz marketing
B. public service materials
C. corporate logos
D. corporate identity materials

Question 47

________ use several tools, including the news, speeches, corporate identity materials, and special events.

A. Media planners
B. Public relations professionals
C. Media buyers
D. Advertising agencies

Question 48

All of the following are major steps in advertising media selection EXCEPT ________.

A. choosing media timing

B. deciding on format elements
 C. choosing among major media types
D. selecting specific media vehicles

Question 49

Which of the following is an example of user-generated content?

A. Toyota's presence in online communities

B. MasterCard's use of "Priceless" commercials shot by customers
C. Neiman Marcus's InCircle Rewards program for its best customers
D. Nike's Nike Plus running Web site

Question 50

Which message execution style focuses on the company's skill and knowledge in making the product?

A. scientific evidence
B. endorsement
C. testimonial evidence
D. technical expertise