Free Printable ESB Unit/Domain 2 Test

1.

A focus group was formed to provide opinions for a target market. What type of data is being collected from the focus group?

a)

Binary

b)

Secondary

c)

Ancillary

d)

Primary

2.

An internet article about fashion trends seen in Europe was used to select inventory for a small boutique. What type of data was used in this scenario?

a)

Secondary

b)

Ancillary

c)

Primary

d)

Binary

3.

Ellie owns a tumbling gym. She compiled a list of nearby competitors. Classify the following business as either direct or indirect competition:

Cheerleading gym

a)

Direct competition

b)

Indirect competition

4.

Ellie owns a tumbling gym. She compiled a list of nearby competitors. Classify the following business as either direct or indirect competition:

Martial arts center

a)

Direct competition

b)

Indirect competition

5.

Tom runs a car repair shop with dependable employees. Recently he has seen an increase in customers needing work done. He knows that he needs to replace one of the lift machines but is struggling to finance it. There are other repair shops in the neighborhood. Identify the SWOT analysis element below:

Dependable employees

a)

Strength

b)

Opportunity

c)

Threat

d)

Weakness

6.

Tom runs a car repair shop with dependable employees. Recently he has seen an increase in customers needing work done. He knows that he needs to replace one of the lift machines but is struggling to finance it. There are other repair shops in the neighborhood. Identify the SWOT analysis element below:

Increased customers

a)

Strength

b)

Opportunity

c)

Threat

d)

Weakness

7.

Tom runs a car repair shop with dependable employees. Recently he has seen an increase in customers needing work done. He knows that he needs to replace one of the lift machines but is struggling to finance it. There are other repair shops in the neighborhood. Identify the SWOT analysis element below:

Small budget

a)

Strength

b)

Opportunity

c)

Threat

d)

Weakness

8.

If a company spends $50,000 on marketing and $5,000 on sales and they gain 500 customers. what is their Customer Acquisition Cost?

{hint: CAC= (marketing costs + sales costs) / # of customers }

a)

110

b)

500

c)

300

d)

700

9.

If a company spends $50,000 on marketing and $5,000 on sales and they gain 500 customers. what is their Customer Acquisition Cost?

{hint: CAC= (marketing costs + sales costs) / # of customers }

a)

110

b)

500

c)

300

d)

700

10.

If a company spends $10,000 on sales and $90,000 on marketing and they gain 10,000 customers. what is their Customer Acquisition Cost?

a)

110

b)

50

c)

10

d)

700

11.

Sally ended June with 300 customers. She started June with 310 customers. During June, she acquired 20 new customers. Find her retention rate.

(hint: CRR= [(E-N)/S]X100 )

a)

90%

b)

90

c)

30%

d)

56%

12.

Sally ended June with 500 customers. She started June with 410 customers. During June, she acquired 110 new customers. Find her retention rate.

(hint: CRR= [(E-N)/S]X100 )

a)

95%

b)

95

c)

100%

d)

32%

13.

What does SEO stand for?

a)

Search Execute Officer

b)

Special Executive Officer

c)

Search Engine Optimization

d)

Sample Excellent Oatmeal

14.

T/F: Customers searching products on search engines such as Google are more likely to open the articles at the top of the page.

a)

True

b)

false

15.

What does PPC marketing stand for?

a)

Paper-people-clip

b)

Pay-per-click

c)

People-pushing-cluck

16.

The four segments of data are:

(SELECT ALL THE APLLY)

a)

Behavioral

b)

Geographic

c)

Demographic

d)

Psychographic

17.

Behavioral Data is collected by:

a)

watching the behaviors of people on the street

b)

analyzing the behavior of executives in the company

c)

observing customers' behaviors to understand their buying habits

18.

Geographical data provides companies with:

a)

their customers' locations to see the areas with high and low sales volumes

b)

the geography of the country they sell their product in

c)

where everyone who is employed in the company is from

19.

Demographic data is statistical information about their customers. Some examples of demographic data might be:

(SELECT ALL THAT APPLY)

a)

age

b)

gender

c)

ethnicity

d)

income

e)

employment

20.

Psychographic Data provides companies information about their customers':

(SELECT ALL THAT APPLY)

a)

values

b)

personality traits

c)

motivations

d)

how they view the world

21.

CAC stands for:

a)

Consumer Action Class

b)

Customer Acquisition Cost

c)

Casually Acquiring Customers

22.

Investors use CAC to calculate what: (check one)

a)

to determine if a company is profitable and will continue to be profitable

b)

to decide if they like the product

c)

to calculate how many casual customers walk through the door

23.

If the CAC is high, the marketing is:

a)

ineffective

b)

effective

24.

Which is more cost effective?

a)

keep current customers - encourage them to come back and purchase more

b)

acquire new customers - gain more customers

25.

If Company 1 has a CRR of 92%, and Company 2 has a CRR of 32% which company is doing better?

a)

Company 1

b)

Company 2

26.

A Marketing Plan: (select one)

a)

has no action plan but outlines how they plan to market

b)

outlines a company's marketing strategies and should include actions that need to occur to reach the desired results

c)

evaluates the market and need for the product, but has does NOT include how they will market to the public

27.

Which elements are INTERNAL (inside the business)?

a)

opportunities and threats

b)

strengths and weaknesses

c)

strengths and opportunities

d)

weaknesses and threats

28.

Which elements are EXTERNAL (outside the business)?

a)

opportunities and threats

b)

strengths and weaknesses

c)

strengths and opportunities

d)

weaknesses and threats

29.

A new competitor (a business selling similar products) has opened nearby - this is a ________

a)

strength

b)

weakness

c)

opportunity

d)

threat

30.

A lack of equipment or technology is primarily a(n) ______

a)

strength

b)

weakness

c)

opportunity

d)

threat

31.

A sales presentation aims to close the sale.

a)

True

b)

False

32.

Prospecting is following up with customers.

a)

True

b)

False

33.

Overcoming customer objections occurs before the sales presentation.

a)

True

b)

False

34.

Which three steps are part of the sales process? Choose three.

a)

Close the deal

b)

Implement product feedback

c)

Analyze the market

d)

Prospect

e)

Present the pitch

35.

In the steps to a sale: Objection - listen to a customer's concerns and questions. Answer their questions so they say yes!

a)

True

b)

False

36.

In the steps to a sale: Follow up - maintain a relationship with your customers to get more business and/or referrals.

a)

True

b)

False

37.

Which marketing method is commonly seen on the side of a freeway?

a)

Mail

b)

Billboard

c)

TV Ad

d)

Social Media

38.

In which step of the sales process would potential customers be identified?

a)

Follow up

b)

Propecting

c)

Presentation

d)

Closing

39.

A(n) ________ is an example of a physical sales channel.

a)

Online Boutique

b)

Facebook Marketplace

c)

Grocery Store

d)

Etsy

40.

A(n) ________ is an example of a digital sales channel.

a)

Wholesale Store

b)

Outback Steakhouse

c)

Grocery Store

d)

Etsy

41.

Elements of a Marketing Plan MUST include (select all that apply):

a)

Level of Education

b)

Executive Summary

c)

Business Description

d)

Accounting Principals

42.

A Market Plan should define your _____ market, who they are and their specific characteristics.

a)

stock

b)

target

c)

bull

d)

bear

43.

Part of a Marketing plan: the _______ will outline how the products and services will be sold and delivered to customers.

a)

delivery plan

b)

sales plan

c)

SWOT plan

d)

situation analysis

44.

Which one is NOT one of the four P's of the Marketing Mix:

a)

Product

b)

Price

c)

Profit

d)

Promotion

ESB Unit/Domain 2 Test

Total questions: 44

Worksheet time: 44mins

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