Marketing Concepts Quiz

At the very least, a product's ________ identifies the product or brand. It might also describe several things about the product and promote the brand.

• line extension

• portfolio

• label

• copyright

• package

P&G has sold off a number of lesser or declining brands such as Oxydol detergent and Jif peanut butter. In these examples, management decided to ________ the products.

• further test

• maintain

• drop

• harvest

• ignore the test market results of

A sales ________ is the standard that establishes the amount each salesperson should sell and how sales should be divided among the company's products.

• goal

• task

• quota

• incentive

• contest

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

• The marketing information system

• Competitive marketing intelligence

• Marketing research

• Competitive marketing research

• Causal research

________ means scheduling ads evenly within a given period. ________ means scheduling ads unevenly over a given time period.

• Pulsing; Continuity

• Continuity; Hard hitting

• Continuity; Pulsing

• Pulsing; Hard hitting

• Sequencing; Routing

The qualities buyers dislike most in salespeople include all EXCEPT which of the following?

• being pushy

• being deceitful

• being reliant on technology

• being unprepared

• being disorganized

A marketer of hair care products targeted at African American women created an advertising message that told the women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of ________.

• social class

• the family life cycle

• self-concept

• lifestyle

• sensory marketing.

Which of the following questions would be the best one to help a marketer evaluate the return on a sales promotion investment?

• Did the promotion run too long or too short?

• Did customers enjoy the events associated with the promotion?

• Did customers search the promotion's Web site for additional product information?

• Did the promotion increase purchases from current customers or attract new customers?

• Did the distribution of the promotional information match consumer expectations and needs?

Which of the following strategies would a company most likely use to increase customer satisfaction?

• decreasing the variety of offered services

• divesting

• lowering prices

• "firing" unprofitable customers

• limiting customer experiences with a brand

Which of the following is/are examples of product line length?

• hamburger and cheeseburger

• hamburger and apple pie

• Coke and Diet Coke

• Both "hamburger and cheese burger" and "Coke and Diet Coke" are correct

• all of these