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Marketing Benchmark S23

Total questions: 101

Worksheet time: 54mins

Name
Class
Date
1.
What does applying the customer-orientation element of the marketing concept enable the business to do?
a)
Offer products that consumers want to buy
b)
Persuade customers to buy its products
c)
Provide more products than consumers need
d)
Coordinate its marketing activities
2.
According to the marketing concept, which option shows company commitment?B.C.D.
a)
Leaving marketing to the marketing department
b)
Teaching marketing to college marketing students
c)
Pricing a product to maximize profitability per item
d)
Setting aside funds to research what customers want
3.
By increasing awareness of the need for environmental controls, what has marketing done?
a)
Added usefulness to products
b)
 Improved the quality of life
c)
Regulated the standard of living
d)
 Made buying more convenient
4.
What is the marketing function that provides information to consumers that will assist them in making a decision to purchase a good or service?
a)
Pricing
b)
Promotion
c)
Production
d)
Distribution
5.
What does the selling function involve that makes it so important?A. B. C. D. 
a)
Setting high prices
b)
Contacting customers
c)
Displaying products
d)
Obtaining feedback from vendors
6.
Paul's plant food is losing its popularity among his customer base. What marketing function would come up with the improved product?
a)
Product/Service management
b)
Selling
c)
Channel management
d)
Promotion
7.
After the popularity of a product dropped, the business needed a new product to promote that would help to improve its image. Which marketing function would come up with the new product?A.B. C. D. 
a)
 Channel management
b)
Product/Service management
c)
Selling
d)
Promotion
8.
What type of duties do customer-service professionals often perform?
a)
Receiving shipments
b)
Handling complaints
c)
Paying invoices
d)
Preparing ads
9.
What marketing career involves determining why customers do what they do?
a)
Marketing research
b)
Sales
c)
Distribution/Warehousing
d)
Advertising
10.
Kwacky Kwackers needs a new package design for its crackers. What marketing professional would be responsible for creating the new package?
a)
Channel management
b)
Advertising
c)
Product management
d)
Marketing research
11.
What is at the center of all marketing activities?
a)
Communication
b)
Purchasing
c)
Technological know-how
d)
Math
12.
Booking hotel rooms for vacationers is an example of __________ marketing.
a)
sports
b)
benefit
c)
service
d)
feature
13.
What marketing career involves catching customers' attention, informing them of products and persuading them to buy?
a)
Product management
b)
Public relations
c)
Advertising
d)
Marketing research
14.
Brand or trade names are used primarily to identify which component?
a)
The market
b)
The standard
c)
The product
d)
The trend
15.
A company that makes ink pens claims no other pen on the market uses a type of ink that changes color when exposed to light.  The company is positioning its product according to which strategy?
a)
Price and quality
b)
features and benefits
c)
relation to other products in a line
d)
unique characteristics
16.
In which stage of brand loyalty do people become aware of the brand?
a)
insistence
b)
satisfaction
c)
recognition
d)
preference
17.
Why do companies use brands for their products?
a)
to differentiate their products
b)
to charge higher prices
c)
to encourage materialism
d)
to demonstrate creativity
18.

When a business publicly pledges to provide all of its customers with quick, courteous service, what is it doing?

a)

Making a brand promise

b)

Developing a campaign platform

c)

Statjng industry policies

d)

Establishing product position

19.

What will probably happen to a business if it continuously fails to deliver on its brand promise?

a)

Lose credibility

b)

Increase market share

c)

Improve sales volume

d)

Decrease liability

20.

One way a company can reinforce its image is by

a)

Developing a financial plan

b)

Training its employees

c)

identifying economic resources

d)

conducting a competitive analysis

21.

A business's brand promise is what the business intends to:

a)

name its product

b)

provide the customer

c)

sell to the target market

d)

use as a trademark

22.

One way a company can reinforce its image through employee performance is by marking sure employees have:

a)

Thorough knowledge of the products

b)

comfortable work stations

c)

generous pay and benefit plans

d)

full access to customer databases

23.

Business communicates through all advertisements that employees go through extensive training. What is the business doing?

a)

Making a brand promise

b)

developing a campaign platform

c)

stating industry policies

d)

establishing product position

24.

Which is a policy that could be implemented to reinforce an image of an efficient and responsive business?

a)

Requiring employees to respond to customer inquiries within 24 hours

b)

requesting that employees sign their timecards at the end of a pay period

c)

ensuring that employees wear clean uniforms during their shifts

d)

allowing employees to establish their own service standards

25.

A drawback of brands as compared to unbranded products is that they usually

a)

differentiate products

b)

must be sold at higher prices

c)

create brand loyalty

d)

require trademark registration

26.

A business that says it tries harder because its product is not number one, is using product positioning to:

a)

motivate

b)

organize

c)

upgrade

d)

compete

27.

Which is na examples of an employee reinforcing a firm's image through his/her job performance?

a)

customer waits on the phone for several minutes for a representative

b)

employee advises customer that product is only available by special order

c)

employee offers customer a beverage while he waits for car service

d)

human resource manager prepares firm's employee newsletter every month

28.

Company advertises that products are durable, lightweight and come in a variety of colors. What strategy is the company using to position its product?

a)

price and quality

b)

features and benefits

c)

unique characteristics

d)

relationship to other products

29.

Company advertises that products by saying "Great taste, great price!" What strategy is the company using to position its product?

a)

price and quality

b)

features and benefits

c)

unique characteristics

d)

relationship to other products

30.
Which type advertising promotes the support of a bank that give to community projects?
a)
Promotional 
b)
Prestige 
c)
Institutional 
d)
Service 
31.
Banner and pop-up ads impact the way audiences receive promotional informational. These types of messages exist because of which technological development?
a)
HTMT
b)
Euronet
c)
URL
d)
Internet
32.
In which stage of a product's life cycle do promotional activities focus on differences between competing development?
a)
Introductory 
b)
Growth 
c)
Declining 
d)
Introduction +
33.
Which 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
34.
Some government regulate promotional activities in their countries to protect consumers from which action?
a)
Unnecessary media exposure
b)
Inconsistent selling strategies 
c)
Deceptive advertising 
d)
Unlimited liability 
35.
How does promotion benefit customers?
a)
Cause them to postpone making buying decisions
b)
Enables them to identify their buying decisions 
c)
Helps them to select appropriate products  
d)
Requires them to spend more on products 
36.
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
37.
Determine whether the statement is true of false: It is important for the promotional message to be factual?
a)
False, it must only be memorable 
b)
True, it should alter facts as necessary 
c)
False,it need not be based on facts
d)
True, it must be based on facts 
38.
Which situation most accurately depicts a promotional ethical issue in relation to children?
a)
A television commercial portrays preschool-age  children eating 
b)
A print ad in a national teen magazine shows a girl modeling fashionable outerwear.
c)
A radio spot announces an upcoming concert for preteens during the morning time slot 
d)
A newscast teaser televises graphic film clips of a war zone during prime-time viewing. 
39.
How have technological advancements enhanced a small business's ability to promote its products?
a)
Most companies need fewer channels to coordinate and carry out promotional activities 
b)
Small companies now have more money to spend on promotional activities 
c)
Less time and creativity are required to developed effective promotional campaigns 
d)
Information can be communicated by more venues, and messages can be customized.
40.
What is new technology enabling businesses to create that is impacting the promotion function 
a)
Personalized premiums
b)
Attractive commercials
c)
publicity campaigns
d)
individual messages 
41.
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 govering promotional activities vary by country.
42.
Why are there specific guideline for advertising to children 
a)
Researched indicates that juvenile offenders watch more advertising on television than the average child. 
b)
Children are impressionable, and the the wrong kinds of advertising can affect their development. 
c)
A campaign mounted by parents against advertisers states that their children demand the products they saw advertised.
d)
Children revealed, in focus groups, that while they like watching ads,it does not make them behave differently.
43.
Which form of promotion is generally emphasized for complex, technical products sold to industrial users?
a)
personal selling 
b)
sales promotion
c)
publicity 
d)
Advertising
44.
Which best describes the relationship of promotion and marketing?
a)
Subsidiary 
b)
Interrelated 
c)
Dependent
d)
One-to-one 
45.
How do competing businesses withing the same industry usually react to each others promotional mixes?
a)
By playing follow the leader 
b)
By reducing their promotional budgets 
c)
By trying not to outdo each other 
d)
By changing distribution channels
46.
Which type of promotion is depicted by a business’s one-time
announcement of its half-price sale in the local newspaper?
a)
Product promotion
b)
Institutional advertising
c)
Free publicity
d)
Sales promotion
47.
Which 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.
48.
Which is an example of publicity?
a)
A news release
b)
Direct mail
c)
A billboard
d)
A television commercial
49.
Which 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 customers interest in the company's goods or services. 
50.
Which example demonstrates the use of satellite tracking within a distribution channel?
a)
 An inventory specialist enters product status information into a handheld electronic device. 
b)
A computer system performs warehouse functions that are usually executed by humans.
c)
A technological system creates an efficient routing plan for transportation companies. 
d)
A dispatcher has current knowledge of a delivery truck's location and destination. 
51.
 What do marketers want to achieve by determining distribution intensity?
a)
 Ideal market exposure 
b)
Complete market coverage 
c)
 Perfect market balance
d)
Total market saturation 
52.
 When is it best for a business to use an exclusive distribution pattern?
a)
If it prefers to have its intermediaries promote the product. 
b)
 If it needs to maintain tight control over a product. 
c)
If it chooses to eliminate intermediaries
d)
 If it wants the product to be available in all possible locations. 
53.
Which situation hinders a business's ability to provide quality customer service?
a)
Supply channel has high flexibility levels. 
b)
Vendor consistently has back orders.
c)
Post-sale support is responsive
d)
 Distribution patterns are operational. 
54.
 Which would probably use a longer channel of distribution?
a)
A baby duck 
b)
A printing press
c)
An airplane
d)
bottle of shampoo 
55.
Which is an aspect of channel management that impacts customer service?
a)
Advertising
b)
Taxes
c)
Protectionism
d)
Timeliness
56.
 Which statement is true about technology in relation to channel management?
a)
Some businesses have the capacity to distribute most or all of their products through the internet
b)
Because technology continues to evolve, vertical conflict among channel members is occurring less often
c)
Technological advancements generally require businesses to increase the number of intermediaries they use
d)
For most businesses, technology makes it more difficult to monitor the channel members' activities. 
57.
 Which is an advantage for producers in using the producer to wholesaler to retailer to consumer distribution channel?
a)
 It enables them to control channel activities. 
b)
Wholesalers do not take title to the goods.
c)
Wholesalers usually buy in large quantities.
d)
It enables them to reach large retailers directly. 
58.
Which makes it possible for a business’s drivers to determine their exact location and obtain accurate directions to destinations?
a)
Video frequency technology 
b)
Global positioning system 
c)
CB radio system
d)
Image scanning technology 
59.
 How do channel members add value to a product?
a)
By performing certain channel activities expertly 
b)
By making the product more costly 
c)
By making the product available in all locations 
d)
By pursuing individual goals 
60.
Which action customer service can take to facilitate the ordering process?
a)
egotiate aggressively 
b)
Oversee assembly 
c)
Communicate effectively
d)
Monitor inventory
61.
Which indirect channel of distribution is used to reach large retailers when the producer does not want responsibility for the selling activities?
a)
Producer to wholesaler to retailer to consumer 
b)
Producer to agent to retailer to consumer
c)
Producer to consumer 
d)
Producer to retailer to consumer
62.
By monitoring its sales and customers' buying habits, what is a business often able to identify?
a)
Research Methods
b)
Popular Products
c)
Competitors' Products
d)
Economic Resources
63.
What does continuously monitoring internal marketing information enable businesses to do?
a)
Evaluate market share
b)
Analyze economic changes
c)
Investigate competitors
d)
Identify problems
64.
What type of internal report would indicate to a business that sales for a specific product have dramatically dropped over the past three months?
a)
Quarterly inventory status
b)
Market demographics analysis
c)
Accounts-payable summary
d)
Annual income statement
65.
What does a business need in order to understand why a product that has been a strong seller for a long time is now losing popularity?
a)
Sales records
b)
Marketing information
c)
Purchasing documents
d)
Secondary data
66.
What is one way that many businesses use the marketing information contained in sales reports?
a)
To improve the effectiveness of salespeople
b)
To monitor expense accounts
c)
To develop negotiating techniques
d)
To qualify potential new customers
67.
What type of marketing data can a business obtain by reviewing its inventory reports and customers' invoices?
a)
Actual market share
b)
Product quality
c)
Customers' credit limits
d)
Customers' product preferences
68.
XYZ Company noticed that the sales of iPads in blue have increased in sales. What can a business determine about the iPads?
a)
Research methods
b)
Economic resources
c)
Popular products
d)
Competitiors' activities
69.
Which is not a type of data
a)
Facts
b)
Logos
c)
Estimates
d)
Predictions
70.

Individuals who are planning a career in selling should understand that

a)

the selling process never varies.

b)

there is one correct selling process.

c)

the selling process is quite simple.

d)

there is no single, correct selling process.

71.

Using a step-by-step selling process helps salespeople to remain organized, gaining customer

a)

confidence

b)

praise

c)

referrals

d)

admiration

72.

Using a step-by-step selling process is likely to increase company

a)

salaries

b)

profits

c)

morale

d)

standards

73.

A true statement about the steps of the selling process is that they

a)

have specific time limits.

b)

should be performed consecutively.

c)

can be rearranged in any way.

d)

do not follow a particular order.

74.

The first step a salesperson must take in the selling process is to

a)

recommend products

b)

close

c)

prepare

d)

greet customers

75.

Before a salesperson can sell a product, s/he must

a)

purchase it for his/her own use.

b)

find potential customers.

c)

learn about the competition.

d)

acquire knowledge about it.

76.

Adam is a financial manager, and he’s looking for potential customers who might be interested in investing in a certain hedge fund. He is in the process of

a)

generating sales leads.

b)

prescribing solutions to customer needs.

c)

identifying features and benefits.

d)

qualifying sales leads.

77.

Adam is determining if potential customers have the money and interest to invest in a certain hedge fund. He is in the process of

a)

generating sales leads.

b)

identifying features and benefits.

c)

qualifying sales leads.

d)

prescribing solutions to customer needs.

78.

One of the purposes of establishing a relationship with a customer in the beginning of the selling process is to

a)

make a single sale.

b)

put the customer on guard.

c)

gain the customer’s confidence.

d)

prevent customer objections.

79.

Sizing up a customer’s personality helps a salesperson to

a)

influence the customer’s needs.

b)

bypass part of the selling process.

c)

adjust the customer’s attitude.

d)

adjust the approach to fit the customer.

80.

To discover customer needs/wants, the salesperson should be skilled at

a)

watching and waiting.

b)

talking and arguing.

c)

questioning and listening.

d)

coaxing and persuading.

81.

Sizing up customer needs/wants helps to reduce selling time and customer dissatisfaction, as well as enable salespeople to

a)

hold down their commissions.

b)

prevent problems from arising.

c)

call on/serve more customers.

d)

concentrate on a few customers.

82.

After determining customers’ needs/wants, salespeople should be ready to

a)

offer solutions.

b)

question the customer.

c)

reach closure.

d)

reassure the customer.

83.

An important purpose of the sales talk as a step in the selling process is to

a)

close the sale as quickly as possible.

b)

demonstrate the salesperson’s selling skills.

c)

convince the customer of the product’s benefits.

d)

provide a minimum amount of product information.

84.

Some salespeople include a product demonstration in the selling process to

a)

identify the customer’s buying motives.

b)

create interest and involve the customer.

c)

give the customer a chance to ask questions.

d)

save time and effort learning about products.

85.

Closing the sale usually includes handling customers’ concerns about the product, which are known as customer

a)

excuses

b)

reactions

c)

objections

d)

resistance

86.

Which of the following is part of closing a sale:

a)

Writing a follow-up letter

b)

Establishing a buyer-seller relationship

c)

Completing the necessary paperwork

d)

Discovering the customer’s needs/wants

87.

Follow-up calls or letters are a part of the step in the selling process known as

a)

reaching closure.

b)

establishing a positive tone.

c)

discovering needs.

d)

reaffirming the buyer-seller relationship.

88.

The most important reason for salespeople to follow up a sale is to

a)

reassure the customer.

b)

gain extra commissions.

c)

obtain more information.

d)

satisfy the sales manager.

89.

The emphasis put on each phase of the selling process varies according to

a)

geography and economy.

b)

state and local laws.

c)

season and market conditions.

d)

product and customer.

90.

Retail and industrial salespeople use the steps of the selling process in

a)

reverse order

b)

very different was

c)

basically the same way

d)

ways to suit themselves

91.

Determine whether the following statement is true or false: All salespeople should use the step of the selling process in which a relationship is established with the customer.

a)

False, retail salespeople do not need this step.

b)

True, all salespeople make every contact permanent.

c)

False, industrial salespeople do not need this step.

d)

True, this is an important step for all salespeople.

92.

Determine whether the following statement is true or false: Both retail and industrial salespeople must discover their customers’ needs/wants.

a)

True, this is a step in the selling process that is common to both.

b)

False, retail salespeople already know their customers’ needs/wants.

c)

False, industrial salespeople already know their customers’ needs/wants.

d)

True, retail and industrial salespeople spend equal time discovering needs/wants.

93.

How might selling an expensive item make the selling process different from selling an inexpensive item?

a)

It will be easier to find potential customers.

b)

It will be harder to discover customer needs.

c)

It may be more difficult to close the sale.

d)

Preparation for selling will be shorter.

94.

Which of the following is a true statement regarding selling to retail and industrial customers:

a)

Selling to retail customers generally requires more preparation than selling to industrial ones.

b)

It is more important for salespeople to establish relationships with retail customers than with industrial ones.

c)

It is easier for salespeople to prescribe solutions for industrial customers than for retail ones.

d)

Salespeople must realize that retail customers have different buying motives than industrial ones do.

95.
What is an internal source of marketing information for a business?
a)
Government planning agencies
b)
Inventory records
c)
Public Libraries
d)
Trade Journals
96.
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
97.
In planning marketing activities and in 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
98.
Which characteristics of useful marketing information is represented by the statement "The benefits of using the information should be greater than the expense of gathering data used to generate this information"?
a)
Timeliness
b)
Accessibility
c)
Relevancy
d)
Cost-effectiveness
99.
What are facts obtained for the first time and used specifically for the particular problem or issue under study 
a)
Primary Data
b)
Media Research
c)
Secondary Data
d)
Product Research
100.

What are facts and figures from a source outside the company?

a)

Quantitative Data

b)

Situation Analysis

c)

Qualitative Data

d)

External Data

101.
What are facts and figures located inside the company
a)
External data
b)
Internal data
c)
Primary Data
d)
Secondary data

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