question

GDP

answer

Gross Rating Points

question

___ is the average number of times a target audience saw an ad

answer

frequency

question

term that marketers look for when evaluating the cost effectiveness of an ad

answer

ROMI

question

what type of media schedule has a daily regular ad exposure

answer

continuous

question

what type of ad is referred to as filtering or pulsing

answer

occasional

question

in the past, what type of media did people typical spend most time on

answer

radio

question

Donavan Digital sells sophisticated high tech products, they can bed explain its product in what media?

answer

newspaper

question

what ad is least expensive

answer

1 min radio ad

question

Which medium yield the largest reach numbers

answer

TV

question

the ___ process works in selling just as it does in advertising

answer

AIDA

question

which is not one of the 3 questions that should be addressed in designing a sales force

answer

how do I train them

question

a fairly subtle approach to advertise is ___

answer

product placement

question

company ABC is considering using product placement as a creative means to get in front of consumers which of the folioing is NOT likely be an alternative for product placement in their overall advertising strategy

answer

commercials

question

a coupon is an example of

answer

sales promotion

question

for any ad what is a question that needs answered

answer

who is the target audience

question

which of the following is NOT one of the Ways that advertising effectiveness can be assessed

answer

price point

question

what is the result pif you increase your ad budget relative to the competition

answer

doesn't increase sales in general

question

when advertising online what is typically measured to assess the success of the program

answer

click through rate

question

marketers hope to covert new customers into each of the following except

answer

full price customers

question

the comparative evaluation process is thought to operate in which of the following types of purchases

answer

both low and high involvement

question

comparing a purchase to expectations occurs when the item purchased is comprised primarily of ___ characteristics

answer

search, experience or credence

question

the most rusted source of expectations is

answer

a consumers own experience

question

when we have a situation where we do not have much experience with a brand we seek people

answer

who we trust

question

what od customers evaluate when making a purchase

answer

core and service

question

marketers talk to 3 kinds of expectations which of the following is not one of them

answer

real

question

___ cultures are more likely to be satisfies when the quality of reliability and service provider responsiveness are strong

answer

individualistic

question

quality and satisfaction are ___

answer

not the same thing

question

research shows that satisfied customers result in ___

answer

a better bottom line

question

scoring models are traditionally comprised of 3 factors which of the following is not one of them

answer

high purchase intention

question

lifeitme customer value assessments involve which 3 types of components

answer

numbers about money time and financing finesse

question

the money inputs we need included for CLV include all of the following except

answer

estimates of company

question

retention rates ___ over time

answer

drop

question

when can marketing become operational

answer

when implementing plans to create CRM databases

question

honda offers a line of cars from less expensive to more expensive. What is hondas goal with regard to this line

answer

the line will extend the customers lifetime with honda

question

when customers become dissatisfied what is the primary means of regaining the customers

answer

through an empowered front-line employee

question

what is a company's ultimate goal

answer

growing profit

question

which of the following is the correct formula for sales revenue

answer

sales volume * profit

question

if a company wants to increase its profitability they need to ___ sale volume ___ prices or ___ cost

answer

increase, change, decrease

question

looking for suppliers who're cheaper than our current ones but still high quality is an example of a way to ___

answer

decreases variable cost

question

which strategy in the Ansoff Product Market Growth Matrix combines current markets and current products

answer

market penetration

question

41. Which strategy in the Ansoff Product-Market Growth Matrix combines new markets and current products

answer

market development

question

42. Which strategy in the Ansoff Product-Market Growth Matrix is the riskiest?

answer

diversification

question

43. Apple's iPod brand has a relatively large share in a growing market, and thus is best classified as a ______.

answer

star

question

44. Brand X is not performing well (i.c. low market share) in a high growth industry. Brand X is a ______.

answer

question mark

question

45. A company most wants to optimize the number of its ________

answer

stars

question

46. What are the two dimensions measured in the General Electric Model

answer

market attractiveness and business strength

question

47. According to Porter, _______ refers to producing goods and services for more efficiently than the competition.

answer

cost leadership

question

48. A company whose mantra is, "We do one thing very well" is probably pursuing which of the following strategies?

answer

focus

question

49. A package delivery company or a cell phone company wouldn't go far if they could not deliver products smoothly and reliably. This means that ______ is necessary for these industries.

answer

operational excellence

question

which is not one of the 4 classes of goals

answer

being a leader

question

51. Imagines your boss wants you to investigate ways your company might be able enhance customer satisfaction, create an attractive loyalty program, and reward your customers. Most likely, your company's immediate goal is to ___.

answer

delight customers

question

52. Bill advises Mary that there are essentially three strategies to achieving goals. Assuming Bill is correct, how would he describe these three strategies?

answer

• Do nothing; do nothing different from status quo; do something different

question

53. Company ABC has a mature brand in a stable market, so managers maintain business as usual - same price, same marketing support, etc. What strategy are they using?

answer

• Doing nothing differently

question

54. Which of the following is NOT true about a company dashboard?

answer

• If a gauge is in the center, the company is in trouble

question

55. A marketing plan workbook functions like a(n) _____.

answer

interviewer

question

56. Sometimes marketers gloss over contextual factors, which is sometimes okay, because many of these factors ______.

answer

are relatively stable

question

57. If we are assessing the macro-environmental issues we must attend to, such as legal, technical, and social changes, then we are considering our ______.

answer

context

question

58. Bob is writing a marketing plan and is considering the relationship his company has with distribution channel members. Which of the 5Cs is he thinking about?

answer

collaborators

question

59. Company ABC is consulting an economist to help them understand the economic climate as it affects their business. They are consulting which of the 5Cs

answer

context

question

60. What is product positioning done through?

answer

the 4 ps

question

61. Ranking the desirability of segments is part of which of the following marketing activities?

answer

targeting

question

62. _______ is executed via the 4Ps.

answer

positioning

question

63. Segmentation should be based on ______.

answer

data

question

64. In _______, we need to choose segments that are big enough to pursue.

answer

targeting

question

65. Good Stuff, Inc. sets high prices for its products and seeks profit margin, not volume. Good Stuff's marketing plan should identify which of the following strategies?

answer

market skimming

question

66. Your company segments customers by gender, age, education, and income. In your marketing plan, you should specify that your company bases its segmentation on ______ factors.

answer

demographics

question

67. Marketing plans for goods are typically quite different from those of services because services are more ___ than goods.

answer

variable

question

68. Gray is writing about targeting in his marketing plan, and states that empty nesters are an important segment for his company. His company probably has to do with which of the following?

answer

travel and bobbies

question

69. "Are we high-end or basic?" is a question about _____.

answer

products

question

70. In her marketing plan, Sheila says that her target market is going to be newlyweds. This would be a good idea if her company is focused on which of the following?

answer

furniture

question

What are our brand associations?" is a question about _______.

answer

product

question

72. Jenna's beauty salon is thinking about offering occasional discounts for regular customers. They are considering which of the 4Ps?

answer

price

question

73. Debbie owns a gift shop and is trying to decide what her advertising goals are. This is a question about which of the 4Ps?

answer

promotion

question

74. As we consider the 4Ps as they relate to our marketing plan, we should remember that _________ is the easiest one to change.

answer

price

question

75. Alayna is starting to write the product section of her marketing plan and wants to say that they offer several product lines that can vary in breadth and depth. It could be helpful for her to describe this as a ___________.

answer

product mix

question

marketing plans are often viewed as

answer

works in progress

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