Marketing Lesson

Marketing Lesson
Question 1 of 40
2.5 Points
Which of the following should a company LEAST expect as a benefit resulting from co-branding?
A. Product development and research costs are avoided.
B. Loyalty from each brand is extended to the co-branded product.
C. Shortcomings of one brand are compensated for by strengths of the other brand.
D. Promotion costs are split between partners. Reset Selection

Question 2 of 40
2.5 Points
Another name for a reseller’s brand is a __________ brand.
A. national
B. private label
C. generic
D. manufacturer

Question 3 of 40
2.5 Points
Which of the following is NOT a desirable quality for a brand name?
A. It should suggest something about the product or service.
B. It should be memorable and distinctive.
C. The brand should almost always be a long word to get attention.
D. The name should export smoothly to foreign markets.
Question 4 of 40
2.5 Points
Of the types of brand loyalty, which one leads to a higher relative price?
A. Attitudinal
B. Behavioral
C. Purchase
D. Category

Question 5 of 40
2.5 Points
A company that does not want to add to the product lines in its portfolio would be most likely to select which of the following options?
A. Multibranding
B. Bundling
C. Brand extension
D. Brand stretching

Question 6 of 40
2.5 Points
The middle level of brand positioning is:
A. beliefs.
B. values.
C. product attributes.
D. benefits.

Question 7 of 40
2.5 Points
Which of the following is NOT an aspect of Internet research panel management?
A. Developing and administering an incentive program
B. Creating representative data for the general population
C. Periodic reprofiling of members
D. Cleaning and refreshing the panel

Question 8 of 40
2.5 Points
A(n) __________ often contains modeling capability to create different marketing and financial models.
A. marketing research report
B. sampling procedure
C. interactive research system
D. marketing decision support system

Question 9 of 40
2.5 Points
A(n) __________ scale is a measurement in which numbers are assigned to characteristics of objects to reflect the order of the objects.
A. nominal
B. graduated
C. ordinal
D. interval

Question 10 of 40
2.5 Points
Which of the following is good advice about creating research questionnaires for Mark Hammel, research specialist at New Wave Data, to follow?
A. Be concise and clear in the wording of questions.
B. The general context of the survey does not need to be explained.
C. Ask difficult questions in the beginning to “weed out” uninterested respondents.
D. Ask leading questions to encourage specific responses.

Question 11 of 40
2.5 Points
For a fee, some companies __________ names or symbols previously created by other manufacturers, characters from popular movies and books, or works of art–any of which can provide brand equity.
A. service
B. license
C. extend
D. brand

Question 12 of 40
2.5 Points
__________ is information collected on a regular basis using standardized procedures and sold to multiple customers from a related industry.
A. Pure research
B. Syndicated research
C. Primary data
D. Experimental data

Question 13 of 40
2.5 Points
Which of the following statements about brand equity is NOT true?
A. Strong brand equity means a brand has customer loyalty.
B. Brand equity refers to the brand’s value to an organization.
C. The highest level of brand equity involves establishing product benefits.
D. Brand equity gives a firm the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins.

Question 14 of 40
2.5 Points
The total financial benefit that results from owning a brand is quantified through the process of brand:
A. differentiation.
B. valuation.
C. extension.
D. positioning.
Question 15 of 40
2.5 Points
Which of the following was NOT among the top 10 in Business Week’s Annual Rating of the Best Global Brands for 2009?
A. Gap
B. Coca-Cola
C. Microsoft
D. IBM

Question 16 of 40
2.5 Points
Which of the following research methods is generally the LEAST flexible?
A. Mail
B. Telephone
C. Online surveys
D. Online panels

Question 17 of 40
2.5 Points
Brand __________ is the set of associations that consumers hold in memory regarding a brand’s features, benefits, users, and perceived quality as a result of prior brand marketing activities.
A. equity
B. attitude
C. valuation
D. knowledge

Question 18 of 40
2.5 Points
Qualitative research is best suited for gathering __________ information.
A. exploratory
B. causal
C. quantitative
D. explanatory

Question 19 of 40
2.5 Points
Which of the following elements of a questionnaire is designed to apply any restrictions that exist on the desired respondents for the survey?
A. Introduction
B. Screening
C. Warm-up
D. Body

Question 20 of 40
2.5 Points
Businesses selling to other businesses tend to discuss more __________ when presenting their product and services than business-to-consumer brands do.
A. emotional benefits
B. status benefits
C. rational elements
D. brand personality

Question 21 of 40
2.5 Points
Which of the following is the BEST advice about business plans for Paul, who has a great idea for a start-up business but will need substantial external financing to get started?
A. Have a business plan in place by the first day your business is open.
B. Have a business plan in place before seeking out investors.
C. Focus on the product overview and fill in details about the competitive environment after the business has launched.
D. Focus on the operations overview and fill in financial details after the business has launched.

Question 22 of 40
2.5 Points
In addition to the elements that are usually included in a business plan, a start-up business would also need to include information on:
A. competition.
B. operations.
C. capitalization.
D. customer benefits.

Question 23 of 40
2.5 Points
Television ads, public relations, and promotional events are all examples of:
A. marketing controls.
B. marketing expenses.
C. marketing forecasts.
D. distribution strategies.

Question 24 of 40
2.5 Points
Which of the following is NOT an example of a fixed cost?
A. Materials
B. Utilities
C. Payroll
D. Rent

Question 25 of 40
2.5 Points
__________ is communicating a product or service message to as broad a group of people as possible with the purpose of positively influencing sales.
A. Market targeting
B. Target marketing
C. Mass marketing
D. Positioning

Question 26 of 40
2.5 Points
Which of the following criteria is it MOST important that a group satisfy in order to be considered a true segment?
A. Be replicable over time
B. Be diverse demographically
C. Have similar loyalty rates
D. Be a heterogeneous set

Question 27 of 40
2.5 Points
Which of the following would be listed under a company’s threats in a SWOT analysis?
A. Revenues have declined for three consecutive quarters.
B. A new entry in the market is priced very competitively.
C. Staff reductions have created anxiety about job security among employees.
D. The new management team is still unfamiliar with some aspects of the business.

Question 28 of 40
2.5 Points
A perceptual map is used to:
A. identify psychographic segments across broad geographic regions.
B. translate a SWOT analysis into a visual medium.
C. analyze the benefits and disadvantages of different targeting strategies.
D. define the market based on consumer perceptions of competing products.

Question 29 of 40
2.5 Points
The business segmentation variable of __________ refers to where power resides in an organization.
A. demographics
B. purchasing approaches
C. customer operating characteristics
D. personal characteristics

Question 30 of 40
2.5 Points
Which type of positioning is based on the attributes of products or services and their corresponding benefits?
A. Unique
B. Symbolic
C. Functional
D. Experiential

Question 31 of 40
2.5 Points
You have just created the “perfect” ad. It communicates the full mix of benefits upon which the brand is differentiated and positioned. This full positioning of the brand is called:
A. its value proposition.
B. target marketing.
C. brand optimization.
D. its value profile.

Question 32 of 40
2.5 Points
Information about which of the following would MOST likely be included in the marketing mix component of the marketing strategy?
A. Worst case risks
B. Market research
C. Pricing
D. Financial forecasts

Question 33 of 40
2.5 Points
Which of the following is the placement of a product or service offering in the minds of consumer targets?
A. Positioning
B. Placement
C. Segmentation
D. Targeting

Question 34 of 40
2.5 Points
It is most accurate to say that a business plan is used to communicate the performance and direction of a business to:
A. targeted markets.
B. consumers.
C. government regulators.
D. potential investors and stakeholders.

Question 35 of 40
2.5 Points
You would MOST likely find an implementation schedule in which section of a marketing plan?
A. Marketing strategy
B. Forecasting
C. Executive summary
D. Marketing situation

Question 36 of 40
2.5 Points
In considering whether to select more than one customer segment as a target market, a company would be LEAST likely to consider which of the following?
A. Its ability to meet the requirements of the customers
B. Whether each segment has critical mass
C. The overall cost of meeting customer requirements
D. Whether the segments share core similarities of attitude, behavior, and economics

Question 37 of 40
2.5 Points
A marketer would detail the company’s positioning and value proposition in the __________ section of a marketing plan.
A. marketing situation
B. forecasting
C. company description, purpose, and goals
D. marketing strategy

Question 38 of 40
2.5 Points
Which of the following is an example of a strategic question?
A. What type of marketing offer will most appeal to this segment?
B. Who are the consumers who are most interested in what my brand stands for?
C. How can I best reach identified consumer segments?
D. What is the potential profitability of this consumer segment?

Question 39 of 40
2.5 Points
In a marketing plan, the __________ section includes the anticipated outcomes based on achieving predefined market goals.
A. measurement and controls
B. company description, purpose, and goals
C. forecasting
D. marketing situation

Question 40 of 40
2.5 Points
While preparing the marketing plan for a new product line called Nature & Nurture, Jonas wrote the following: “Nature & Nurture toys provide learning experiences that stimulate young children’s senses and open up a world of discovery for the youngest of learners.” This statement belongs in the __________ section of the marketing plan.
A. company description, purpose, and goals
B. marketing situation
C. competitive overview

D. measurement and controls
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