WorksheetsMarketing 4 Practice
Total questions: 59
Worksheet time: 5hrs 55mins
Name
Class
Date
1.
Some governments regulate promotional activities in their countries to protect consumers from
a)
unnecessary media exposure.
b)
inconsistent selling strategies.
c)
deceptive advertising.
d)
unlimited liability.
2.
Which of the following best describes the relationship of promotion and marketing:
a)
Subsidiary
b)
Interrelated
c)
Dependent
d)
One to one
3.
What is an objective of institutional advertising?
a)
To support personal selling activities
b)
To demonstrate the organization's role in community affairs
c)
To introduce new goods or services
d)
To create customer interest in the company's goods or services.
4.
What is an example of advertisement stereotyping ?
a)
A television commercial depicts a woman mopping the kitchen with a new floor cleaner.
b)
A print ad shows a middle-aged male pouring orange juice for his children.
c)
A magazine ad campaign presents a variety of people who encourage others to drink milk.
d)
A well-known athlete records a PSA that emphasizes the importance of continuing education.
5.
What form of promotion is generally emphasized for complex, technical products sold to industrial users?
a)
Personal selling
b)
Sales promotion
c)
Publicity
d)
Advertising
6.
What is an example of an external factor that affects promotion?
a)
Reorganization of the business
b)
Increase in a product's price
c)
Government regulation of ads
d)
A change in distribution methods
7.
Why are there specific guidelines for advertising to children?
a)
Research indicated that juvenile offenders watched more advertising on television than the average child.
b)
Children are impressionable, and the wrong kinds of advertising can affect their development.
c)
Parents mounted a campaign against advertisers because their children demanded products they saw advertised.
d)
Children revealed, in focus groups, that while they like watching ads, it doesn't make them behave differently.
8.
Which advertising message reinforces the concept of materialism?
a)
We make this product by hand and use organic materials.
b)
The government rates our product higher than our competitor's product.
c)
You can increase your social status by purchasing this product.
d)
For more information about our line of products, visit our website.
9.
Banner and pop-up ads impact the way audiences receive promotional information. These types of messages exist because of the following technological development:
a)
HTMT
b)
Euronet
c)
URL
d)
Internet
10.
What is an example of publicity?
a)
Company news release
b)
Direct mail
c)
Billboard
d)
Company television commercial
11.
Advertising that promotes the support a bank gives to community projects is __________ advertising.
a)
promotional
b)
prestige
c)
institutional
d)
service
12.
In which stage of a product's life cycle do promotional activities focus on differences between competing products?
a)
Introductory
b)
Growth
c)
Declining
d)
Introduction
13.
What is new technology enabling businesses to create that is impacting the promotion function?
a)
Personalized premiums
b)
Attractive commercials
c)
Publicity campaigns
d)
Individualized messages
14.
Which of the following is a print promotional medium:
a)
Television
b)
Participation show
c)
Shoppers' guide
d)
Radio
15.
What is an example of out-of-home media?
a)
An infomercial broadcast on a national television network
b)
An eye-appealing card placed in a mailbox
c)
A calendar imprinted with a company's name
d)
An electrical sign located in a high-traffic area
16.
Which of the following advertising media offers the easiest means to evaluate the effectiveness of an advertisement:
a)
Radio
b)
Newspaper
c)
Direct mail
d)
Television
17.
What is an example of a successful direct-response advertisement?
a)
A person orders an exercise machine by telephone after viewing an infomercial.
b)
A movie theater shows several previews of new films and video releases.
c)
A popular tourist attraction places a billboard in a remote location.
d)
A local grocer distributes discount coupons to local businesses.
18.
Alexandria has been using Look-So-Good cosmetics for several years and would not consider changing brands. In fact, Alexandria likes the cosmetics so much that she has become an advocate for the cosmetic company. She tells everyone about the features and benefits of Look-So-Good products, and encourages them to try the cosmetics. What type of word-of-mouth marketing is Alexandria using?
a)
Mobile marketing
b)
Organic marketing
c)
Shill marketing
d)
Virtual marketing
19.
A small retail chain that sells specialized products for sports enthusiasts is located in a resort area that receives most of its business during the summer. To increase year-round sales, management wants to use direct-mail advertising. What format should you recommend that the retail chain use?
a)
Computer kiosks
b)
Cable television shopping channels
c)
Box-holder flyers
d)
Niche catalogs
20.
What best describes the goal of amplified word-of-mouth?
a)
Improving the best quality of goods and services the business offers.
b)
Encouraging customers to provide both positive and negative feedback
c)
Building loyal relationships with the customers
d)
Providing information to activists to share with others.
21.
The reason for using certain communications channels, such as coupons, in sales promotion is to
a)
create long-term demand.
b)
generate an immediate response.
c)
persuade customers to remain loyal.
d)
advertise a new product.
22.
What communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders?
a)
Press releases, online social networks, and print advertisements
b)
Newsletters, annual reports, and the company's web site
c)
News conferences, consumer blogs, and employee manuals.
d)
Policy manuals, commercials, and sponsorships
23.
Which statement is true about regulating international promotional activities?
a)
Most countries have a system of checks and balances to verify that promotion regulations are fair.
b)
Businesses must submit all promotional materials to the International Ad Coalition for approval.
c)
Governments bear the sole responsibility of monitoring promotional materials and regulations.
d)
A business must understand that the laws governing promotional activities vary by country.
24.
What is an example of marketing information that a business could gather by surveying its customers?
a)
Planned product improvements
b)
The company's current market share
c)
Location of the company's market
d)
Financial status of competitors
25.
What is an internal source of marketing information for a business?
a)
Government planning agencies
b)
Inventory records
c)
Public libraries
d)
Trade journals
26.
Which characteristic of useful marketing information is represented by the statement "The benefits of using the information should be greater than the expense of gathering the data used to generate this information"?
a)
Timeliness
b)
Accessibility
c)
Relevancy
d)
Cost-effectiveness
27.
In planning marketing activities and in making marketing decisions, marketers use a variety of data gathered by a(n)
a)
inventory control system.
b)
double-entry bookkeeping system.
c)
file of employee records.
d)
marketing-information management system.
28.
Your company has asked you to make recommendations for new hardware and software to replace the existing marketing-information system. What should you recommend?
a)
The largest system available for future expansion
b)
Software that is secure and accessible only to you
c)
Software that decision makers can use with minimum training
d)
Software that everyone in the company can use to collect and process data
29.
What is an important ethical issue involved with the collection and use of marketing information?
a)
Adaptability
b)
Standardization
c)
Confidentiality
d)
Commercialization
30.
Why do marketers continue to gather information?
a)
Today's consumers are easy to please
b)
The marketing environment is constantly changing.
c)
Marketers are decreasing their geographic scope.
d)
Competition in general has decreased.
31.
A major credit card company has hired a marketing-research firm to conduct a survey regarding the use of consumer credit. Would it be considered ethical to use the database information collected in a direct marketing campaign?
a)
No, businesses should not undertake any non-research activities involving data collected.
b)
Yes, the consumers know surveys are just a way to get information for advertising
c)
No, the database is probably not a reliable source of marketing information.
d)
Yes, the credit card company paid for the research and should be able to use it any way it wants.
32.
How can researchers protect the integrity of the marketing information they collect?
a)
By organizing it logically
b)
By reviewing it frequently
c)
By publishing it openly
d)
By interpreting it correctly
33.
When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business's
a)
competition.
b)
situation analysis.
c)
sales forecasts.
d)
profitability.
34.
How can using a database to track its customers' preferences and buying habits help a business?
a)
Decreases the need to analyze marketing activities
b)
Obtains additional deductions for its semi-annual tax return
c)
Reduces unnecessary operational expenses
d)
Builds strong, loyal customer relationships
35.
Which of the following is a technology tool that allows a business to observe a customer's Internet activities:
a)
Spam
b)
Hyperlink
c)
Cookie
d)
Host
36.
One advantage to marketing-information managers of using the Internet to do research and gather data is that the process is
a)
inexpensive.
b)
restrictive.
c)
regulated.
d)
protected.
37.
Why do many businesses place a cookie on a user's hard drive when the user visits the business's web site?
a)
To regulate the user's access to information
b)
To make it easy for the user to find the web site
c)
To track the number of times the user buys a product
d)
To guarantee that the web site is secure
38.
How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?
a)
To maintain sales strategies
b)
To prepare financial reports
c)
To develop inventory control plans
d)
To customize its marketing efforts
39.
So a business can retrieve current customer and internal marketing information from a central location, it may use which of the following technological tools:
a)
Presentation software
b)
A database
c)
Opt-in e-mail
d)
A CAD program
40.
Which situation is an example of SUGGING?
a)
A salesperson offers a customer the opportunity to try an expensive product free of charge.
b)
A telemarketer asks a customer if s/he knows anyone who would want to buy a certain product.
c)
A marketer tells a customer that s/he is conducting research and then begins a sales pitch.
d)
A business promotes a product by sending samples to its customers without authorization.
41.
How could a business use marketing-research data it has gathered about the average age, income, educational levels, and spending patterns of area consumers?
a)
To identify problems within the business
b)
To create a mailing list for the business
c)
To develop a profile of the typical customer
d)
To establish an appropriate operating budget
42.
What is a benefit of having managers and researchers "on the same page" about the marketing-research problem?
a)
It allows the two parties to avoid establishing research objectives.
b)
It keeps the business from wasting resources.
c)
It ensures favorable results from the study.
d)
It improves the business's market share.
43.
What research option usually answers questions related to "how many"?
a)
Intelligence
b)
Quantitative
c)
Syndicated
d)
Economic
44.
What is an example of a secondary source of data that a business can obtain internally?
a)
Trade journal
b)
Sales report
c)
Government web site
d)
Magazine article
45.
The TUV Company wants to conduct marketing research by surveying a sample of its vast customer base. What should companies use to reduce the possibility of bias?
a)
Personal interviews
b)
Telephone Interviews
c)
Referral sampling
d)
Random sampling
46.
What is an example of a marketing-research method that is used to collect primary data?
a)
Customer survey
b)
Census data
c)
Trade-journal article
d)
External reports
47.
What data-collection method can be used to obtain product information during the point-of-purchase process?
a)
Volume-tracking scanner
b)
Photographic scanner
c)
E-mail survey
d)
Statistical survey
48.
What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers?
a)
Experiment
b)
Observation
c)
Employee survey
d)
Telephone interview
49.
When should researchers ask potentially sensitive questions during an interview?
a)
Toward the end of the interview
b)
At the beginning of the inventory to get them out of the way
c)
Throughout the interview
d)
At the mid-point of the interview to allow time for the reearcher to build rapport
50.
To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are
a)
open, friendly, and nonjudgmental.
b)
approachable, opinionated, and organized.
c)
consistent, biased, and aggressive.
d)
courteous, passive, and distant.
51.
The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. What type of scale has this survey used?
a)
Sequential
b)
Continious
c)
Spliced
d)
Balanced
52.
What effect does building a clientele have on selling costs?
a)
Increases them because salespeople earn less in bonuses and commissions
b)
Reduces them because making a repeat sale costs less than making an initial sale.
c)
Reduces them because salespeople earn more in bonuses and commissions
d)
Increases them because making an initial sale costs more than making a repeat sale.
53.
What does a business need to do to build a clientele?
a)
Know customers personally
b)
Change the product mix frequently
c)
Provide friendly, courteous service
d)
Provide a wide variety of services
54.
One way a business can help its salespeople demonstrate ethical behavior in selling situations is by
a)
developing sales quotas.
b)
establishing gift-giving guidelines.
c)
making price deals.
d)
requiring reciprocity.
55.
Taking a client golfing is usually acceptable, as long as
a)
the salesperson does not talk about business during the outing.
b)
the business relationship does not include awarding a contract.
c)
the golf excursion lasts no longer than three hours.
d)
the salesperson spends no more than $100.
56.
Which situation demonstrates ethical behavior in selling?
a)
Tom tells Mrs. Smith she can save $100 by purchasing a vacuum cleaner without the carpet attachment because she has hardwood floors.
b)
Mrs. Thompson tells John she cannot give him a raise, so he should claim additional expenses on his monthly expense account to make up for it.
c)
Ron tells the customer she can save an additional $25 if she makes her check out to him instead of the company.
d)
Mayhew's raises prices on its clothing prior to a 25%-off sale so customers can feel good about the amount of money they are saving.
57.
Salespeople who moonlight or attend classes on company time are guilty of
a)
wasting their time.
b)
unethical behavior.
c)
violating laws.
d)
misusing assets.
58.
What is an illegal selling practice that is regulated because it reduces competition?
a)
Incentive contracts
b)
Product labeling
c)
Exclusive dealing
d)
Discount pricing
59.
Caroline is unable to travel to a client's office but needs to demonstrate product features and be able to answer questions as they arise. What technology tool would be helpful to her in making a sale?
a)
High-tech sales-support office
b)
Web presentation combined with a teleconference
c)
Cell phone with wireless faxing
d)
PowerPoint presentation on CD
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