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Exam 2 Marketing Quizzes

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Exam 2 for Marketing quiz questions
Julia Dubois
Quiz by Julia Dubois, updated more than 1 year ago
Julia Dubois
Created by Julia Dubois over 6 years ago
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Resource summary

Question 1

Question
A "Brand" is confined to the physical name or logo associated with the firm.
Answer
  • True
  • False

Question 2

Question
When does activation occur?
Answer
  • With social media-based marketing
  • With only internal cues
  • With only external cues
  • with either external or internal cues

Question 3

Question
Brand awareness is associated with the ability of the brand to ____________, who is offering a product or service, while brand association is associated with the ability of the brand to ____________ competitors.
Answer
  • differentiate; identify
  • separate; connect
  • identify; differentiate
  • respond; attack

Question 4

Question
The primary value of a brand for the consumers is the:
Answer
  • definition of corporate social responsibility
  • association with target groups
  • ability to compare prices
  • reduction or perceived risk

Question 5

Question
Which of these is not a type of brand association
Answer
  • brand memories
  • brand benefits
  • brand attributes
  • brand attitudes

Question 6

Question
If oreo cookies come out with a new flavor of s'mores Oreo cookies, what are they using in order to turn brand equity into dollars?
Answer
  • Word of Mouth
  • Product Purchase
  • Licensing
  • Promotional Advantage

Question 7

Question
The example of the purchase of the PanAm brand demonstrates how:
Answer
  • Promotional advertising can save a business
  • Brands are worthless without assets as collateral
  • Brands can have value beyond the book value of the firm.
  • Brands are unable to expand past their original industries

Question 8

Question
How did changing the name of an island from Hog Island to Paradise Island help that Island's tourism industry?
Answer
  • changing the name did not help
  • The book value of the island increased
  • A functional benefit came from changing the island
  • Added value came from a more appealing name

Question 9

Question
Book value of assets + Brand equity=
Answer
  • Price of brand
  • Market share in industry
  • Market value of brand
  • Consumer share of brand

Question 10

Question
What is the difinition of a national brand?
Answer
  • Brand name carried in at least 60% of national stores
  • Brand that achieved national recognition
  • Brand that has achieved status of generic trademarks
  • Brand name owned by the producer of the product carrying the brand

Question 11

Question
In the Four Viewpoints model, what does the intended image refer to?
Answer
  • How insiders view the organization
  • How outsiders view the organization
  • How outsiders want others to see the organization
  • How insiders want others to see the organization

Question 12

Question
If Mariott Hotels suddenly breaks from its current strategy of sub-branding, which guidline of choosing a brand name would they have broken?
Answer
  • Appropriateness
  • Institutional Branding
  • Consistency
  • Protectabililty

Question 13

Question
Which of these is the best example of brand fit
Answer
  • Proctor and Gamble's broad reach
  • Lyft's name and logo
  • Xerox's accessibility
  • Kodak's distinctive name

Question 14

Question
Which of these companies could be said to follow the guideline on consciseness most closely?
Answer
  • Gap
  • Harley-Davidson Motor Company
  • American Eagle Outfitters
  • Jacobs by Marc Jacobs

Question 15

Question
In the Four Viewpoints model, which viewpoint refers to how people inside the organization view the organization?
Answer
  • Internal Reputation
  • Identity
  • Construed Image
  • Stakeholder

Question 16

Question
What is the difference between retailing and wholesaling?
Answer
  • retailers sells to individuals for end use; wholesalers sell to companies for resale/ company use
  • retailers sell to companies for resale/ company use; wholesalers sells to individuals for end use
  • retailers are unable to mark up prices; wholesalers are free to do so
  • wholesalers are unable to mark up prices; retailers are free to do so

Question 17

Question
In the acronym LAURA, the "U" stabds for understand. What should a marketing professional understand?
Answer
  • how the customer will discuss your product to others
  • how the product should be used
  • exactly what happened to cause the problem
  • whose fault the problem is

Question 18

Question
Company employees are only able to act (the last "A" in the acronym LAURA) if the problem was caused by an issue on the firm's side of the transaction.
Answer
  • True
  • False

Question 19

Question
Rachel goes to walmart to buy groceries, and checks out a cashier. When Rachel hands her cash to the Walmart employee, what kind of transaction has taken place?
Answer
  • Macine summons
  • Human customer, Machine service provider
  • Traditional Interactions
  • Automated Service Delivery

Question 20

Question
Technology has had little impact on organizational frontlines in most industries
Answer
  • True
  • False

Question 21

Question
Brands marketed as more luxury options (such as Lexus) are likely to utilize _______ distribution intensity.
Answer
  • broad-coverage
  • selective
  • intensive
  • strategically placed

Question 22

Question
A platform that recieves renting fees recieves those fees from the _________ and sharing those fees with the _____________.
Answer
  • recommender; seeker
  • owner; seeker
  • platform; owner
  • seeker; owner

Question 23

Question
What is the reason for so many levels existing between the producer and end-user?
Answer
  • convienience only
  • prices are lower across the board with a greater number of levels
  • each level adds some kind of value to the end user
  • each level makes some degree of money

Question 24

Question
Which of these is not a potential benefit of increasing a sharing economy?
Answer
  • realize potential market gains
  • return economic benefits
  • reduce enviromental and waste impact
  • reverse effects of eroding social trust

Question 25

Question
When it comes to compensation in a channel of distribution, __________ places the most important role.
Answer
  • replicability
  • relative importance
  • power
  • market share

Question 26

Question
When employees with high customer orientation are embedded in an organization that emphasizes (and benefits from) customer satisfaction, profits are likely to:
Answer
  • decrease
  • increase
  • stay the same
  • exponentially decrease

Question 27

Question
Customer orientation is impossible to "act" or expand.
Answer
  • True
  • False

Question 28

Question
What is role conflict?
Answer
  • when an employee is unsure about their role in the organization
  • when an employee has many roles that have time conflicts
  • when an employee in a job is asked to complete many, possibly conflicting tasks
  • when an employee in a job is unsure about the tasks necessary for a job

Question 29

Question
Discerning what someone else is thinking and feeling is defined as:
Answer
  • management
  • empathy
  • customer service
  • understanding

Question 30

Question
What kinds of jobs are the least likely to be automated?
Answer
  • those that make routine decisions only
  • those that deal with routine numbers
  • those that require empathy
  • those that utilize calculations only

Question 31

Question
Which of these is not a step in the personal selling process?
Answer
  • approach
  • close
  • prospecting
  • presentation

Question 32

Question
What are the two important outcomes in a marketing interaction?
Answer
  • repeat business and low prices
  • competitive advantage and posititve word of mouth
  • repeat business and positive word of mouth
  • profitability and efficiency

Question 33

Question
What are inside sales?
Answer
  • a type of sales in which companies within the same industry sell to each other
  • a type of sales in which inside departments sell to each others
  • a type of sales in which interactions are initiated by the buyer
  • a type of sales in which interactions are initiated by the seller

Question 34

Question
When does the initial contact with the potential consumer occur?
Answer
  • introduction
  • preapproach
  • approach
  • close

Question 35

Question
Prospecting needs to start with a large amount of potential customers
Answer
  • True
  • False

Question 36

Question
What is price skimming?
Answer
  • setting a low price to penetrate the market
  • setting a high price for a new product to skim maximum revenues
  • reintroducing an old product at a different price
  • offering customization at a price premium

Question 37

Question
what is market penetration?
Answer
  • setting a low price for a new product to penetrate the market
  • lowering the price of old products
  • jumping to a new target market
  • introducing a minimal version of an established product

Question 38

Question
Small changes in price do not have a very large impact on bottom line profits
Answer
  • True
  • False

Question 39

Question
Which of these do not happen in a "smart industry"
Answer
  • greater use of techniques from other fields
  • greater subtlety of pricing options
  • more complex pricing
  • companies fight with price only

Question 40

Question
What is ala carte pricing?
Answer
  • price determined by choice of rigind, set bundles
  • setting a high price to skim maximum revenues
  • variable rate for each customer
  • price assembled as you add options

Question 41

Question
Assume that Netflix has introduced a new bundle service for their streaming services. Bundle 1 includes a base price of $9 to cover 25 hours of streaming for the month and variable price of $0.10 for every 30 minutes over that 25hours.Bundle 2 includes no base price, but at a variable price of $0.25 for every 30minutes of streaming per month. When a consumer attempts decide which bundle to use, what are they determining?
Answer
  • Price elasticity
  • value of the brand
  • Effectiveness of bundling
  • Breakeven point

Question 42

Question
What is the main difference between equations for margin and mark-up
Answer
  • margin is (price-cost)/ cost and mark-up is (price-cost)/price
  • margin is (price-cost)/price and mark-up is (price-cost)/cost
  • There is no difference, they are synonyms
  • Margin is (price-competition)/price and mark-up is Price-competition

Question 43

Question
A change in price in an elastic market is likely to show ____ change in demand when compared to a similar change in an inelastic market.
Answer
  • greater
  • smaller
  • variable
  • equal

Question 44

Question
What is defined as responsiveness of demand to changes in price?
Answer
  • cost benefits
  • price variation
  • price elasticity
  • demand sensitivity

Question 45

Question
A grocer has purchased a truckload of frozen dinners for $3 each The grocer operates on a margin of 30% for frozen food items. What is the retail price to the consmer?
Answer
  • $4.29
  • $5.78
  • $2.60
  • $3.35

Question 46

Question
What is odd-even pricing?
Answer
  • a method used for clearance sales only
  • bundling product in odd or even numbered quantities
  • setting prices a few dollars or cents under an even number
  • setting prices at alternating odd and even values

Question 47

Question
Firm A is selling a product for $40, while their major competition is selling the same product for $50. Firm A is trying to decide whether to market their price as $10 off or 20%off." According to the majority of research, which strategy would be the most effective.
Answer
  • $10 off
  • There is no way to determine effectiveness
  • 20% off
  • They will be equally effective

Question 48

Question
When pricing a product in other countries, what should companies be sure to do?
Answer
  • nothing different from standard pricing strategy
  • always price up
  • always price down
  • set prices that cater to cultural beliefs

Question 49

Question
Psychoogical pricing is primarily concerned with
Answer
  • how consumers percieve the price
  • the elasticity of the stock market
  • how employees percieve the price
  • how competitors percieve the price

Question 50

Question
You should quote prices of related items for consumers to use as anchors because using unrelated products is always ineffective
Answer
  • True
  • False

Question 51

Question
The "Company" in the communication Triangle represents the
Answer
  • Frontline employees
  • Formal company management
  • Customers
  • Company reputation

Question 52

Question
The message put in place by the sender is always identical to the message received by the Receiver
Answer
  • True
  • False

Question 53

Question
What is the definition of Promotion?
Answer
  • the means of communication with the customer
  • the means of convincing customers to purchase your product
  • the means of communication with employees
  • the means of outbidding competitors in the market

Question 54

Question
What is noise?
Answer
  • Anything that interferes with the ability of the receiver to understand the intended message from the sender
  • Anything that interferes with the ability of the sender to understand the intended message from the receiver
  • The channel of communication between sender and receiver
  • The clear transmission of a message to the receiver

Question 55

Question
What is defined as the communications between the company and its customers
Answer
  • Interactive communication
  • Active advertising
  • External promotion
  • Internal promotion

Question 56

Question
Which one of these is not one of the Three C's?
Answer
  • Concise
  • Clear
  • Consistent
  • Committed

Question 57

Question
The goal of "inform and persuade" is targeted when the consumer base
Answer
  • is made of new or potential customers
  • Has demonstrated loyalty over several years
  • Is already knowledgeable about your product
  • Is made of existing customers

Question 58

Question
Advertisements should be run with _____ objectives in mind
Answer
  • ambiguous and attainable
  • obvious and committed
  • specific and measurable
  • adjustable and avoidable

Question 59

Question
Advertising is best though of as a(n):
Answer
  • dividend
  • ROI
  • Investment
  • Immediate payoff

Question 60

Question
What is a sales promotion?
Answer
  • Short term external promtion tactic designed to influence immediate purchase
  • a synonym for advertising
  • Price cuts only
  • Long term external promotion tactic designed to influence future purchase

Question 61

Question
Why is simplicity important for breaking through promtional clutter
Answer
  • Complex messages draw consumers in
  • Messages seen as too simple are ignored by consumers
  • Your message is the clearest when it is simple
  • Messages need to be full and complete

Question 62

Question
Which of these is not a goal of promotion?
Answer
  • Desire
  • Action
  • Awareness
  • Price Cuts

Question 63

Question
Can the order of the AIDA be changed? Why or why not?
Answer
  • Yes, each goal is individual and separate
  • No consumer reactions must drive the order
  • Yes, changing the order keeps the competitors on edge
  • No, each step must be achieved before moving to the next

Question 64

Question
Why is it crucial for a company to break through the promotional clutter?
Answer
  • Consumers are constantly, consciously evaluating messages
  • Promotional clutter can be used to a firm's advantage
  • Consumers have a limitedablity to register messages
  • Promotional clutter is the end goal of advertising

Question 65

Question
Promotion is ultimately about making
Answer
  • Effective exchanges between the seller and the customer
  • Good communicatin efforts between management and employees
  • Efficient exchange between suppliers and retailers
  • The best sale price possible

Question 66

Question
Compared to digital or broadcast advertising, print advertisements tend to lack
Answer
  • Flexibility
  • Words
  • Ingenuity
  • Clarity

Question 67

Question
The advertising examples given in the lecture videos best demonstrate which aspects of the SUCCESs model for cutting through clutter?
Answer
  • Simple and Unexpected
  • Credible and Promotional
  • Emotion and Concrete
  • Simple and Concrete

Question 68

Question
Print ads are no longer effective in today's world.
Answer
  • True
  • False

Question 69

Question
Which of these is not an example of print media advertising?
Answer
  • Newspapers
  • Magazines
  • Radio
  • Directories

Question 70

Question
Which of these is not a reason for the increasing popularity if digital marketing?
Answer
  • Cost-effective
  • Difficult to track effectivness
  • Interactive medium
  • Easily Targeted

Question 71

Question
Marketers tend to spend _______ on out-of-home advertisements compared to other methods.
Answer
  • The same
  • More
  • Less
  • Inconclusive amounts

Question 72

Question
only Gen X and Millenial demographics are represented on social media.
Answer
  • True
  • False

Question 73

Question
What is the main risk of using email promotions
Answer
  • Privacy issues
  • Cost of sending mail
  • Consumers ignoring mail
  • Cannot target email effectively

Question 74

Question
When determining which social media platform to use for marketing, what should marketing professionals consider?
Answer
  • How the platform fits with your product
  • Which platforms are most conveinient for the firm
  • Pay-per-click advertisements
  • What is cool or trendy

Question 75

Question
Only Certain demograpics can be reached using Facebook
Answer
  • True
  • False

Question 76

Question
Pinterest is the only social media platform that is ______- looking
Answer
  • Outward
  • Present
  • Forward
  • Backward

Question 77

Question
In social media marketing, who are you representing?
Answer
  • Your followers
  • Your brand
  • The media platform
  • Yourself

Question 78

Question
Which of these is a goal of SEO?
Answer
  • Be as selective as possible with viewership
  • Be a top result as often as possible
  • Focus only on on-site SEO
  • Include the maximum possible number of advertisments

Question 79

Question
The landing page is the same as the web home page
Answer
  • True
  • False

Question 80

Question
Which of these is not a characteristic of a good landing page?
Answer
  • Full company information
  • clear offer
  • simple form
  • quality content offer

Question 81

Question
What is the point of on-site SEO?
Answer
  • Prove to consumers that your content is popular
  • Increase Pay-per-click
  • improve business to business marketing
  • Prove to Google that your content is relevant

Question 82

Question
Targeting based on "where people have been" is known as
Answer
  • Forecasting
  • Remarketing
  • Market Segmenting
  • Coupon Rate

Question 83

Question
Google's display network is huge, with approximately _____________ monthly impressions
Answer
  • One trillion
  • 6 billion
  • a hundred thousand
  • 10 million

Question 84

Question
New advertisements are often required for every possible size on online display.
Answer
  • True
  • False

Question 85

Question
Online display advertising is exactly the same as pay-per-click
Answer
  • True
  • False

Question 86

Question
Most Services are delivered via which kind of channel distribution?
Answer
  • Indirect Channel
  • Direct Channel

Question 87

Question
What is the supply chain?
Answer
  • Organizations and activities involved with the flow of products from raw materials to the customers
  • Promotions and offers involoved with the flow of activities from raw materials to the customer.
  • Products and services involved with the flow of cash from the consumer to the firm
  • None of the above

Question 88

Question
How many entities are in a direct channel of distribution
Answer
  • Two
  • Four or More
  • Three
  • Four

Question 89

Question
Marketing as a field of stuy originally broke off from which academic discipline?
Answer
  • Engineering technology
  • Industrial technology
  • Organizational behavior
  • Agricultural economics

Question 90

Question
There are ____________ intermediaries in most channels of distribution
Answer
  • zero
  • one or more
  • exactly two
  • five or more

Question 91

Question
Why are wholesalers, distributors, etc. not described as common intermediaries for services?
Answer
  • Most services are delivered directly
  • Service intermediaries are retailers and agents
  • All intermediaries are used equally for delivery of services
  • Services do not follow a marketing channel

Question 92

Question
Which of these is not a marketing function?
Answer
  • Physical distribution and warehousing
  • Manufacturing
  • Promotion
  • Risk-taking

Question 93

Question
According to the article, bananas must be monitored for what throughout the supply chain process?
Answer
  • Ripeness
  • Price
  • Taste
  • Size

Question 94

Question
What is defined as a channel intermediary that resells products to consumers?
Answer
  • Retailer
  • Agent/Broker
  • Wholesaler
  • Distributor

Question 95

Question
What is a significant difference between how Agents/ Brokers conduct business when compared to other types of intermediaries?
Answer
  • agents/ brokers take ownership of the product for less than one year
  • Agents/ Brokers charge more per product sold
  • Agents/ Products work on behalf of the end consumer
  • Agents/ brokers never take ownership of the product.

Question 96

Question
What makes a marketing channel a vertical marketing system?
Answer
  • The channel is managed by a single channel member
  • Power goes to the member that makes the most money
  • Size of each channel member is roughly equal
  • The channel’s power is equally split between all members

Question 97

Question
Which of the following marketing functions typically are not taken on by the franchisee?
Answer
  • Risk taking
  • Physical distribution
  • Promotion
  • Financing

Question 98

Question
The relationship and responsibilities of the franchisee are very clearly spelled out by the franchiser.
Answer
  • True
  • False

Question 99

Question
Which of these is the best example of Contractual VMS?
Answer
  • Retailing
  • Ownership
  • Franchising
  • Agent/Broker

Question 100

Question
What is defined as the use of a variety of marketing channels to ensure maximum distribution?
Answer
  • Market analysis
  • Consumer-based decisions
  • Multichannel distribution
  • Intermediary distribution

Question 101

Question
Which of these is the correct sequence in the Anticipatory Supply Chain?
Answer
  • Buy components, Buy Materials, Sell, Produce
  • Manufacture, Warehouse, Sell, Deliver
  • Warehouse, Manufacture, Deliver, Sell
  • Forecast, Manufacture, Deliver, Buy components

Question 102

Question
What is the correct timeline for the Responsive Supply Chain?
Answer
  • Manufacture, Warehouse, Sell, Deliver
  • Forecast, Manufacture, Buy components, Deliver
  • Sell, Buy Components, Manufacture, Deliver
  • Buy components, Buy Materials, Sell, Produce

Question 103

Question
Customers in the Responsive supply chain can take on a(n) __________ role
Answer
  • Active
  • Passive
  • Competitive
  • Neutral

Question 104

Question
What has been the dominant supply chain model since the Industrial Revolution?
Answer
  • Anticipatory Supply Chain
  • Recognition Supply Chain
  • Responsive Supply Chain
  • None of these

Question 105

Question
Customers are always the group that requires the most attention from the firm.
Answer
  • True
  • False

Question 106

Question
Integris Hospital in Oklahoma City has forecasted a growing population in the surrounding area, but is also facing a significant nursing shortage. Which aspect of the Marketing Environment is Integris most likely to be focused on?
Answer
  • Customers
  • Shareholders
  • Intermediaries
  • Employees

Question 107

Question
What are the two key words in the definition of the Marketing Environment?
Answer
  • None of these
  • Dynamic; Context
  • Operate; Compete
  • Competitors; decisions

Question 108

Question
What is defined as groups and organizations that can exert a direct influence on the firm’s ability to accomplish its goals?
Answer
  • Immediate Enviroment
  • Regulators
  • Competitors
  • External Enviroment

Question 109

Question
A firm should focus on creating a set of __________, ____________ exchanges with the environment
Answer
  • Immediate; external
  • Marketing; inexepensive
  • Sustainable; favorable
  • Competitive; analytical

Question 110

Question
Which of these is not an Intermediary in the Immediate Environment?
Answer
  • All of these are intermediaries
  • Retailers
  • Wholesalers
  • Creditors

Question 111

Question
The old CEO of Uber was fired by the board of directors of his company, and Uber therefore had a significant change in leadership of the firm. Which aspect of the Immediate Environment created this change?
Answer
  • Suppliers
  • Shareholders
  • Customers
  • Intermediaries

Question 112

Question
In the 2000s, Microsoft came out with the first portable music player – the Zune. When Apple came out with the iPod, consumers viewed it as an improved product when compared to the Zune. From Microsoft’s perspective, which actor in the Immediate Environment was most responsible for the change in their sales?
Answer
  • Employees
  • Shareholders
  • Intermediaries
  • Competitors

Question 113

Question
In 2011, Japan was hit with significant natural disasters. Japan is home to many of the supplier companies that car manufacturers depend on. From these manufacturers’ perspective, which actor in the Immediate Environment affected them the most?
Answer
  • Natural Disaster
  • Employees
  • Suppliers
  • Shareholders

Question 114

Question
The exchange between the firm and its employees consists of:
Answer
  • The employees’ time and skills; the firm’s money
  • The employees’ expertise; the firm’s education
  • None of these
  • The employees’ money; the firm’s time and skills

Question 115

Question
Extremism in politics has the ability to affect businesses in that country.
Answer
  • True
  • False

Question 116

Question
Consumer values are moving towards environmental sustainability, and this sentiment has the ability to change how firms both produce products and dispose of waste.
Answer
  • True
  • False

Question 117

Question
What is defined as climate, weather, and natural resources that affect human survival and economic activity?
Answer
  • Political/ Legal Enviroment
  • Social Enviroment
  • Economic Enviroment
  • Natural Enviroment

Question 118

Question
Which aspect of the External Environment is associated with raw materials that go into the production of products?
Answer
  • Economic Enviroment
  • Political/ Legal Environment
  • Natural Enviroment
  • Social Enviroment

Question 119

Question
What is defined as the general state of learning and innovation?
Answer
  • Economic Enviroment
  • Technological Enviroment
  • Political/Legal Enviroment
  • Social Enviroment

Question 120

Question
Environmental scanning is mainly concerned with looking for:
Answer
  • External opportunities and threats
  • Internal opportunities and threats
  • Internal strengths and weaknesses
  • External strengths and weaknesses

Question 121

Question
Companies must be _________ when scanning the environment for opportunities and threats.
Answer
  • Proactive
  • Reactive
  • Formal
  • Detailed

Question 122

Question
Environmental scanning must be done as formally as possible to get reliable information.
Answer
  • True
  • False

Question 123

Question
Strategic Windows will be obvious to a firm when it is planning its strategy.
Answer
  • True
  • False

Question 124

Question
What is defined as an organization’s appraisal of its internal Strengths and Weaknesses and its external Opportunities and Threats?
Answer
  • Competitor Evaluation
  • Environmental Scanning
  • Price Analysis
  • SWOT Analysis
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