Final Exam Student Name: _____________________
Multiple-Choice Questions-1 to 20(half point each) 21 to 30(one point each)
1. Integrated marketing communications (IMC) ____________________.
A) Is only concerned with managing the sources of brand contacts with potential customers
B) Is easy to understand and just as easy to implement
C) Encourages the customer to move directly from the awareness stage to the purchase stage
D) Has a goal of presenting a consistent message about the product and/or company
2. What are the objectives for advertising?
A) Specific ads or campaigns
B) Creating awareness, aiding comprehension, developing conviction, and encouraging ordering
C) Implement marketing plans
D) None of the above
3. Which of the following methods for establishing an advertising budget views sales as the determiner of promotion rather than as the result of promotion?
A) The all-you-can-afford method
B) The per-unit expenditure approach
C) The competitive parity method
D) The percent of sales approach
4. Which of the following trade promotions would be LEAST likely to have the desired effect on the owner of a small shoe boutique?
A) A trade deal
B) A contest
C) An advertising allowance
D) Push money
5. Which of the following federal agencies is NOT involved in the control of advertising?
A) Food and Drug Administration
B) U.S. Department of Justice
C) Postal Service
D) Alcohol and Tobacco Tax Division
6. Personal selling unlike advertising or sales promotion involves ________________.
A) Customer inducements
B) A direct relationship between buyer and seller
C) Mass marketing
D) A nonpersonal medium
7. Which of the following is a salesperson's best source of prospects?
A) Trade shows
B) Referrals from satisfied customers
C) Canvassing
D) Centers of influence
8. Focusing on building and maintaining ________ with customers has become an important goal for salespersons.
A) Profits
B) Referral lists
C) Prospect lists
D) Long-term relationships
9. _______________ provide a quantitative standard against which the performance of individual sales representatives or other marketing units can be measured.
A) Sales forecasts
B) Promotional targets
C) Quotas
D) Market forecasts
10. Which of the following incentives would be useful for motivating salespeople?
A) Positive feedback on salesperson's evaluation
B) Travel allowance
C) Positive feedback on performance evaluations
D) All of the above
11. An _________ channel is one that delivers the product when and where it is wanted at a minimum total cost.
A) Effective
B) Intermediary
C) Immediate
D) Efficient
12. The choice of channels can be defined in terms of intensive distribution, selective distribution, and __________.
A) Marketing distribution
B) Sales distribution
C) Exclusive distribution
D) Product distribution
13. _________ relates to the ability of the manufacturer to adapt to changing conditions.
A) Channel flexibility
B) Mathematical modeling
C) Price fixing
D) Observational research
14. An administered vertical marketing system ________________.
A) Is composed of a united group of independent retailers
B) Has a strong channel leader that works to maintain long-term relationships with other channel members
C) Involves single ownership of two or more levels of a channel
D) Is composed of independent production and distribution companies that enter into formal arrangements to perform designated marketing functions
15. The primary role of all marketing intermediaries is ______________.
A) To bring supply and demand together in an efficient and orderly fashion
B) To bring supply and demand together in effective fashion
C) To unite customers
D) All of the above
16. Demand influences on _______ decisions concern primarily the nature of the target market and expected reactions of consumers to a given price or change in price.
A) Advertising
B) Market
C) Competitive
D) Pricing
17. The price of a product usually must cover costs of production, promotion, and
_______________.
A) Administration
B) Compensation
C) Distribution
D) Sales
18. Effective pricing decisions involve consideration of many factors and different
industries may have different pricing practices, this is referred to as the
___________.
A) General pricing model
B) Bundle pricing
C) Cost-plus pricing
D) Odd pricing
19. A company might use penetration pricing when _______________.
A) Demand for a new product is price inelastic
B) A product entering its decline stage has been repositioned
C) Competition with a new product is expected shortly after its introduction
D) Economies of scale are not a consideration
20. What is the primary law that is used to protect companies from price fixing?
A) Sherman Antitrust Act
B) Robinson-Patman act
C) Federal trade commission act
D) Clayton act
________________________________________________________________________
21. Over the course of the past 40 years, the fastest growing segment of the
American economy has been ___________.
A) The management of major accounts
B) The production of tangible products
C) The performance of services
D) The production of consumer electronics
22. Customer Satisfaction Measurements (CSMs) involve a combination of
qualitative and quantitative research methods that primarily include
_____________.
A) Mail questionnaires
B) Telephone surveys
C) Focus groups
D) All of the above
23. Off-peak pricing _______________.
A) Is used to overcome problems associated with the homogeneity of services
B) Is a strategy used to deal with fluctuating demand for services
C) Creates time, place, and form utility
D) Is used to separate the service provider from the service
24. To successfully use internal marketing, organizations must
________________.
A) Carefully select frontline employees and instruct their managers to engage in significant modeling
B) Implement an energetic follow-through process
C) Create a clear and concise message that employees can act upon
D) Do all of the above
25. A unique problem in the area of services marketing is that it requires
___________________.
A) Aggressive pricing policies
B) High degree of awareness
C) Creative marketing and management skills
D) Strong customer base
26. When compared with the task it faces at home, a firm attempting to establish a
global marketing organization faces a much higher degree of __________.
A) Research and analysis
B) Scrutiny and investment
C) Risk and uncertainty
D) Collaboration
27. Demographic variables such as the number and size of families, education,
occupation, and religion, are also important. In many markets, these variables
can have a significant impact on the success of a firm's _____________.
A) Sales figures
B) Marketing program
C) Production plan
D) Profit margins
28. One of the advantages of direct ownership is that the firm has
___________________.
A) Monetary back-up from venture capitalists
B) Immediate access to foreign markets
C) No problems relating to export duties or import regulations
D) No necessity to share profits
29. __________ occurs when a company produces the product outside the final
destination and ships it there for sale.
A) Market entry
B) Exporting
C) Importing
D) Global business
30. For international marketers, ____________ is the major constraint in devising
global pricing strategies.
A) Advertising restrictions
B) Currency exchange rate
C) The import quota
D) The import duty