Marketing Exam 3 Practice Test – Flashcards

1. Which of the following is a sales promotion decision? A. Category Management B. Select Target Market C. Select Message D. Packaging

2. Which of the following best describes one of the overall purposes for the marketing mix? A. minimize marketing expenses B. acquire competitive advantages C. acquire and secure the selected market position D. exchange meaning with target customers

3. Which of the following best describes what the product life cycle is? A. defines how consumers purchase products and how they use those products. B. provides guidelines for the role that marketing mix decisions will play in the overall marketing strategy. C. defines the assets linked with the brand name and symbol of a product. D. None of the above.

4. The assets linked to a brand name and the symbol that adds value to the product refers to which of the following? A. Brand Equity. B. Brand Warranty. C. Brand Association. D. None of the Above.

5. All of the following are true regarding how product classification and life cycle help marketers except for which of the following? A. They provide blueprints for marketing strategies. B. They provide the key mechanisms for creating value. C. They help improve marketing efficiency. D. They help define tactical actions for various situations.

6. The ability of an advertisement to come in contact with a person is called which of the following? A. Effectiveness. B. Stopping Power. C. Pulling Power. D. Reach.

7. Assume that you are a brand manager for a Proctor and Gamble product. Your product's sales are beginning to grow, but the product still has not earned a profit, and competitive firms have not started entering the market. Therefore which section of the product life cycle is your product most likely in? A. Introduction. B. Growth C. Maturity. D. Decline.

8. The coordination of advertising, sales promotion, personal selling, public relations, and sponsorship is part of which concept? A. Value Chain. B. Promotion. C. Integrated marketing communications. D. Positioning.

9. Which of the following is not an advantage of advertising? A. Builds Equity. B. Total Cost. C. Easy Audience Reach. D. Ability to Control Content.

10. Television, radio, magazines, newspapers, billboards, and brochures are examples of which of the following? A. personal media. B. mass media. C. mixed media. D. None of the above.

11. At which stage in the product life cycle is reminder and reinforcement most important? A. Introduction. B. Growth. C. Maturity. D. None of the above.

12. Gaining awareness for the product and establishing distribution should be the focus of a firm's marketing strategy in which stage of the life cycle? A. Introduction. B. Growth. C. Maturity. D. Decline.

13. A company like General Electric markets many different types of products; they also market many different items within each product type; and their product line would be which of the following? A. Broad and Deep. B. Broad and Shallow. C. Shallow and Deep. D. Narrow and Broad.

14. The communication mix element that is usually most effective when firm's product has emotional or perceptual buying motives is which of the following? A. Advertising. B. Personal Selling. C. Personal Selling. D. Publicity/Sponsorship.

15. Which of the following decisions considers trade shows, display booths, and contests? A. Sales Promotion. B. Personal Selling. C. Advertising. D. Public Relations.

16. Determining whether objectives are met or not would occur in which stage of the Integrated Marketing Concept Plan? A. Select Target Market. B. Select Communication Mix. C. Develop Budget. D. Measure Results.

17. Which of the following is a disadvantage of personal selling? A. Total Costs. B. Communication Effectiveness. C. Number of Contacts that can be made. D. Ability to Target.

18. A sales person who focuses only on getting volume would typically be categorized as which of the following? A. Consultative Sales Person. B. Relational Sales Person. C. Service Sales Person. D. Traditional Sales Person.

19. Reminder Advertising would be defined as which of the following? A. messages designed to call attention to specific characteristics of product experienced by the user. B. messages designed to provide data that consumers can store for later use. C. messages that keep product at the forefront of the consumer's mind. D. messages designed to change consumers' attitudes and opinions.

20. In marketing, a(n) __________ generally includes not only physical goods, but also services and ideas as well as which of the following? A. line. B. invention. C. merchandise. D. product.

21. Gatorade offers a range of product offerings. The firm uses one name for all its products in a product class, thus gatorade is using which of the following types of strategy? A. multi-branding. B. family branding. C. co-branding. D. dual branding.

22. Which of the following product decisions has maximizing firm's profits as part of its purpose? A. Product design B. Branding C. Product Objectives D. Category Management

23. The number of different product lines that a company markets refers to its synergy. A. True B. False

24. Which of the following is a type of brand name? A. Supply B. Specialty C. Core D. Generic

25. Which of the following is one of the basic product decisions or areas of product responsibilities? A. Product maintenance B. Product Sampling C. Repair Services D. None of the above

26. Sam Carlson says he's an excellent sales person because he knows product, is very good at prospecting and can persuade customers to buy. Which sales approach does Sam use? A. Traditional sales approach B. Consultative sales approach C. Relationship selling D. None of the above

27. One of the purposes of branding is to . A. guide or coordinate budget policies B. specifies the basic direction or focus for firm and suggests skeleton marketing plans C. maximize a firm's profits by widening product mix, or lengthening its product line D. store a product's past goodwill from consumers

28. The alternative courses of action for a product objective would consist of which of the following? A. reposition an existing product B. widening product mix, or lengthening product line C. using a family brand, or hybrid brand D. all of the above

29. A company's product is in the growth stage of the product life cycle. What product objective should it typically implement? Introduction A.Re-stimulation B.New product development C.Expand Distribution Outlets D.Reposition product

30. Which of the following is a role that advertising plays in the marketing mix? A. Corporate communication B. Encourage trial C. Persuasion D. Negotiation

31. Marketers are increasingly using social media to reach college-age students in the U.S. because A.college age students are sensitive to the environment and reject ads using paper-based media. B.the "brand ambassadors" hasn't been as effective as expected. C.Internet advertising is ineffective with other age groups. D.they work better than traditional print media.

32. User generated content refers to A. the content posted by only one user on his or her private blog. B. Web 3.0, the next update of the Web. C. the content created by one user using his or her smartphone. D. another term for social media.

33. While brand managers use traditional media to promote and advertise their products, they use social media to do which of the following? A.appeal to a younger audience; appeal to a middle-aged audience B. build community C. be able to have customers accessible everywhere D. provide inexpensive and quickly developed messages

34. Extending product features, focusing on early adopters, and pricing to penetrate the market are actions that would be part of the skeleton marketing plan for which of the following situations? A. A product in the decline stage B. A specialty product C. A product in the growth stage D. A convenience product in the maturity stage

35. You have a heterogeneous shopping product in the mature stage of the product life cycle. Which of the following is the appropriate action with respect to pricing? A. Low B. High C. Price will vary at different times in the market D. Competitive

36. You have a unsought good in the introduction stage of the life cycle, which of the following would be the most appropriate skeleton marketing plan? A. Focus on establishing problem recognition, emphasize core product features using aggressive promotion, selective distribution, and moderate pricing. B. Focus on establishing trust, emphasize core product features using massive promotion, low pricing, and intensive distribution. C. Focus on establishing a prestigious image, emphasize branded-extended product features using promotion targeted for relationships, high pricing, and exclusive distribution. D. Focus on differentiating image, emphasize branded-extended product features using heavy sales promotion targeted for trial, as well as pricing for trial, and selective distribution.