Q1. A marketing controller is hired to improve which type of efficiency control?
a. Sales-force efficiency
b. Advertising efficiency
c. Sales-promotion efficiency
d. Distribution efficiency
Q2. What is a pop-up advertisement between changes on a Web site?
a. Banner ad
d. Search-related ads
Q3. Branding that relies heavily on product or price is
a. Functional branding
b. Image branding
c. Experiential branding
Q4. Using allocating, organizing, and interaction skills is which level of marketing skills?
a. Diagnostic skills
b. Identification of organization level
c. Implementation skills
d. Evaluation skills
Q5. Rivals coping a new products features and benefits is an example of which new product risk?
a. Fragmented markets
b. Cost of development
c. Faster required development time
d. Shorter product life cycles
Q6. Senior leadership in the organization’s public relations staff should be highly considered for the role of marketing vice president.
Q7. A product mix is a group of diverse but related items that function in a compatible manner.
Q8. Management by objectives is the heart of which marketing control?
a. Annual-plan control
b. Profitability control
c. Efficiency control
d. Strategic control
Q9. Cost represents the “voice” of the brand.
Q10. Consumers buy product concepts.
Q11. Price communicates the company’s value and positioning of its product or brand.
Q12. Marketers play a key role in the new-product development process.
Q13. Senior managers must be customer focused.
Q14. Sales promotion is a variety of short-term incentives to encourage trial of a product.
Q15. Which sales force team furnishes analytical reports and expedites orders?
a. Top management
b. Technical people
c. Customer service representatives
d. Office staff
Q16. Which term is the amount the consumer pays before insurance starts to cover charges?
Q17. Product differentiation takes place in which level?
a. Core benefit
b. Expected product
c. Augmented product
d. Potential product
Q18. Using physicians to market products of services by word-of-mouth is taking advantage of which people category?
a. Opinion leader
b. Marketing maven
d. Product enthusiast
Q19. Communication effectiveness depends primarily on the content of the message.
Q20. Asking if the consumer if other products meet their needs measures which product concept?
a. Need level
b. Gap level
c. Perceived value
d. Purchase intention
Q21. Growth alleviates the need for marketing of services.
Q22. A brand identifies attributes of the product.
Q23. Price is the single marketing element that results in revenue.
Q24. Which price-adaptation strategy accommodates differences in customers, products, and locations?
a. Geographical pricing
b. Price discounts and allowances
c. Promotional pricing
d. Differentiated pricing
Q25. The primary role of marketing staff is to develop the marketing plan.
Q26. In channel conflict using a neutral third party skills in conciliating the two parties’ interests is
Q27. It is legal to set artificially high regular prices and ten announce a sale at prices close to previous everyday prices.
Q28. Hospital staff always understand their patients and their needs.
Q29. Marketing functions are more basic and stable than the institutions that perform them.
Q30. Which communication objective determines whether a particular brand might meet a currently relevant consumer need?
a. Category need
b. Brand awareness
c. Brand attitude
d. Brand purchase intention
Q31. Many producers lack the financial resource to carry out direct marketing.
Q32. Alka-Seltzer’s “plop, plop, fizz, fizz” used which technique to stimulate personal influence channels?
a. Create opinion leaders
b. Develop high conversation value advertising
c. Use word-of-moth referral channels
d. Use viral marketing
Q33. A product is more than a tangible offering.
Q34. What process must be overcome when the consumer filters messages to avoid sensory overload?
a. Selective attention
b. Selective distortion
c. Selective retention
d. Selective overload
Q35. An effective marketing channel will remain effective over the whole product life cycle.
Q36. Only exciting new products can generate “buzz”.
Q37. The marketing channel service output that look at the assortment breadth provided is
a. Lot size
b. Spatial convenience
c. Product variety
d. Service backup
Q38. An organization should design the supply chain and then think of the target market.
Q39. A facelift is an example of which characteristic?
a. Nondurable good
b. Durable good
c. Intangible service
d. Perishable service
Q40. Marketers need to focus less on the side of the value network that looks towards the customer.