WorksheetsMKT 120 Test#3
Total questions: 20
Worksheet time: 7mins
Name
Class
Date
1.
A discipline in marketing combining computer and database technology with marketing communications and customer service
a)
employee relationship mgt.
b)
customer relationship mgt.
c)
customer retention strategy
2.
Source information previously collected from either outside or inside an organization is known as:
a)
secondary research
b)
observational research
c)
primary research
3.
After considering the life stage & personality of a customer, what is another important psychological factor to consider
a)
motivation
b)
socialization
c)
demographic
4.
If a purchase decision is a routine purchase with little customer decision involvement, what type of decision is it?
a)
High-involvement decision
b)
Low-involvement decision
c)
Medium-involvement decision
5.
If the decision-making process involves a customer’s self-image and financial, social, or psychological risks
a)
Medium-involvement decision
b)
High-involvement decision
c)
Low-involvement decision
6.
When a person holds a conviction about something, it is known as a/an:
a)
belief
b)
attitude
c)
karma
7.
A sentence that summarily describes the target market & defines what a company wants customers to think about its brand
a)
branding statement
b)
product life cycle
c)
positioning statement
8.
Seven-Up brands itself as ”The Uncola.” What type of common positioning strategy is it using in the soda market?
a)
category benefit strategy
b)
business approach strategy
c)
anti-competition strategy
9.
If something is an intangible or tangible characteristic of a product, service, or offering, it is considered a:
a)
price
b)
feature
c)
benefit
10.
Which answer best completes the statement, “Effective positioning is always linked to________”?
a)
a specific target market
b)
a general market segment
c)
a specific demographic segment
11.
A leading brand evoking a favorable or disagreeable emotional or mental association with it is the definition of:
a)
brand loyalty
b)
brand equity
c)
brand name
12.
Marketing contains, protects, displays, increases the utility, & promotes a product, as well as conveying the product
a)
promoting design
b)
packaging
c)
advertising message
13.
If a brand positioning statement is guided by principles that an organization uses to make decisions & conduct business
a)
the brand's promise
b)
the brand's personality and voice
c)
the brand's core values
14.
Red Bull brands itself as the extreme drink for extreme living enthusiast. What type of common positioning strategy
a)
anti-competition strategy
b)
business approach strategy
c)
best fit for the customer strategy
15.
A company’s product or service that provides a unique, intangible strength or outcome for a customer is the definition
a)
feature
b)
price
c)
benefit
16.
The relationship formed between the seller and the customer after they both assess trade-offs and swap value is
a)
exchange process
b)
sharing process
c)
selling process
17.
To link collected & analyzed marketing information of customer insights with marketing opportunities & solutions to
a)
marketing research
b)
marketing campaigns
c)
marketing mix
18.
Caroline started doing her marketing research process by identifying the problem of poor marketing message penetration.
a)
objectives of the research
b)
develop the research plan
c)
conduct research
19.
A competitive advantage is ________.
a)
a tool that helps calculate competitors positioned in the market
b)
a quality, capability, or trait that grants on org. the ability to outperfo
c)
a means of communicating a company's product dev. cycle
20.
The process organizations use to highlight the standout qualities of their product or service & the value it brings to
a)
positioning
b)
differentiation
c)
branding
100 %
