Question
Question 1
The number of times a person is exposed to an advertisement during a certain time period is known as:
reach
frequency
enumeration
randomization
2 points
Question 2
A five-pound bag of roasted peanuts sells for $8 and the average variable cost is $4 per bag. If the total fixed cost for the roasted peanuts is $80000 the breakeven point in bags is:
20000
40000
80000
120000
2 points
Question 3
Which of the following sales promotions produces a higher response rate?
Sweepstakes
Rebates
Sampling
Coupons
2 points
Question 4
Trade dress refers to:
visual components that contribute to the overall look for a product.
a promotional philosophy of targeting all sales efforts to the trade.
the general size of the packaging used by a product.
the correlation between a trademark and its trade name.
2 points
Question 5
Why do customers prefer to have continuing relationships with businesses or suppliers?
Businesses tend to offer better financial incentives to customers who engage in continued relationships with them.
By nature customers are resistant to change and prefer preexisting relationships with businesses.
By reducing the number of choices the decision-making process is made easier.
Most businesses have low switching costs which make them attractive to have continued relationships with.
2 points
Question 6
Marketers applying a positioning strategy want to:
make their product look as much like the market leader as possible.
emphasize a product’s unique advantages and differentiate it from competitors’ options.
make sure they clearly outline the product’s possible applications.
talk to specific known users of the product.
2 points
Question 7
SWOT is an acronym for:
strategy working opinion tactical.
strengths weaknesses opportunities threats.
strategy work openness toughness.
strategy weakness opinions threats.
2 points
Question 8
In a process called _____ products pass through a series of stages from their initial appearance to their decline.
product life potential
promotional cycle
pricing cycle
product lifecycle
2 points
Question 9
The most common method of market segmentation is:
product sampling.
demographic segmentation.
economic segmentation.
psychographic segmentation.
2 points
Question 10
Common carriers move freight:
that is non-hazardous.
by limited-rate contract.
only for business customers.
via all modes of transport.
2 points
Question 11
An offering within a product line such as a specific size of liquid detergent is known as a(n) _____.
universal product code
price look-up code
stock-keeping unit
universal resource locator
2 points
Question 12
Which term is used to describe the amount of money available with people after buying necessities such as food clothing and housing?
Basic income
Gross income
Discretionary income
Personal income
2 points
Question 13
The ideal form of promotion for large geographically dispersed audiences that will listen to the same message is:
advertising.
phishing.
public relations.
sales promotion.
2 points
Question 14
Setting aside a specified percentage of sales for promotional mix expenses — either based on past records or projected for the future — is known as _____ budgeting.
fixed percent applied
percentage-of-sales
fixed-sum-per unit
competitive match
2 points
Question 15
The failure of the management of a firm to recognize the scope of its business is referred to as:
disintermediation.
intermodal operations.
marketing myopia.
management dystopia.
2 points
Question 16
The organizational function and set of processes that creates communicates and delivers value to customers and manages customer relationships in ways that benefit the organization and its stakeholders is called _____.
marketing
financing
operations
administration
2 points
Question 17
All planning strategies have the goal of creating:
sustainable competitive advantage.
bargaining power.
a strategic window.
barriers to market entry.
2 points
Question 18
The sequence of suppliers and activities that contribute to creating and delivering merchandise is called a:
supply chain.
distribution agency.
logistics channel.
retail cooperative.
2 points
Question 19
The identity of the _____ is the most difficult role for salespeople to pinpoint.
user
decider
buyer
influencer
2 points
Question 20
Helene an industrial sales representative made sure her company car was equipped with OnStar devices in case she ever had car trouble or got lost while traveling between appointments. Which level of Maslows Hierarchy of Needs is Helene addressing?
Physiological
Safety
Esteem
Self-actualization
2 points
Question 21
Strategic planning has a critical impact on a firms destiny because it provides _____ for its decision makers.
customer input
individual goals
departmental goals
long-term direction
2 points
Question 22
You are reluctant to try out the newly opened department store in your neighborhood because you are unsure of the service you will get. When you do however you find that the staff are friendly and helpful the cashiers are fast and the store is extremely well stocked. One can say that:
the store is unlikely to get any word-of-mouth publicity.
this store need not have a benchmarking process in place.
you had a positive service encounter.
there was no gap between your expectation and the service you received at the store.
2 points
Question 23
The dominant and controlling member of a marketing channel is the:
vertical lead.
producer.
channel captain.
wholesaler.
2 points
Question 24
A consumer expects to purchase convenience products:
without having full knowledge about what is sought.
immediately and with minimal effort.
