Question-1
Consider a situation in which there is 90% unaided awareness for a brand of athletic shoes, with purchases of 10%. Which of the following BEST describes the purchase funnel for this scenario?
A. Very wide at the top and narrow at the bottom
B. Very narrow at the top and wide at the bottom
C. Very narrow and vertical
D. very wide and vertical
Question-2
Booms and Bitner added 3 Ps to the traditional 4 Ps primarily in response to the growth of:
A. technological innovations.
B. service businesses.
C. luxury marketing.
D. not-for-profit, place, and event marketing.
Question-3
It would take the shortest amount of time to determine the success of an advertising campaign with which of the following communication objectives?
A. Persuading consumers to act
B. Changing brand perceptions
C. Increasing brand loyalty
D. Building brand awareness
Question-4
GRP is determined by multiplying __________ by __________.
A. impact; impressions
B. impact; reach
C. engagement; frequency
D. reach; frequency
Question-5
NutriSystem has typically targeted its weight-loss programs toward women. Recently, however, it stepped up its efforts to attract male customers. As the company repositioned its brand for a different target audience, it was MOST important for NutriSystem to do which of the following?
A. Identify what competitors charge for their products
B. Understand the wants and needs of the new targets
C. Determine what type of sales force will be used
D. Identify which marketing channels will be used
Question-6
A full page ad published in Saveur magazine, which focuses on cooking and enjoying authentic food from around the world, has a total number of 1,500,000 impressions and costs $33,000. What is the CPM for this ad?
A. $49.50
B. $45.45
C. $33
D. $22
Question-7
Macy's department stores carry a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. Macy's typically charges a relatively high markup, but also holds frequent sales, in particular offering discounts to customers who use a Macy's credit card. These are examples of Macy's adjusting the __________ element of the 4 Cs of the marketing mix.
A. customer value
B. cost
C. convenience
D. channel
Question-8
Consider a situation in which there is 10% unaided awareness for a brand of athletic shoes, with purchases of 75%. Which of the following best describes the purchase funnel for this scenario?
A. Very wide at the top and narrow at the bottom
B. Very narrow at the top and wide at the bottom
C. very narrow and vertical
D. Very wide and vertical
Question-9
Which of the following is the BEST example of trended data?
A. Responses from surveys about current fashions and fads collected from 100 teenagers over the period of a weekend
B. Responses from surveys about packaged goods brand attributes collected every six months from the same set of 100 parents ages 29-39
C. Telephone responses from a direct response television ad aired on different channels at different times over the course of a month
D. Comparisons of competitors' sales performance in a single business quarter
Question-10
Media __________ is the adjustment of media plans to maximize their performance.
A. buying
B. optimization
C. selection
D. planning
Question-11
Paul DeMairo is identifying key performance indicators to be tracked and
analyzed through his company's CRM program. Which of the following would
Paul be LEAST likely to include as a key performance indicator?
A. Average revenue per customer
B. Customer lifetime value
C. Cost to acquire a new customer
D. Cost to retain a channel member
Question-12
Anderson Athletics pays a fee to have its website included in a special section of a search engine's results when a consumer searches for "soccer cleats." This is an example of:
A. mobile advertising.
B. classified advertising.
C. print advertising.
D. search marketing.
Question-13
A media objective is a clear statement conveying:
A. which audiences the media will address.
B. goals for profits and revenues.
C. what the media plan will accomplish.
D. how the product benefits will be conveyed.
Question-14
Marketing-mix models came into popular use as a result of the:
A. switch to the 4 Cs view of the marketing mix.
B. switch to the 7 Ps view of the marketing mix.
C. widespread availability of scanner data.
D. increased use of digital marketing.
Question-15
Kotler's 4 Cs translate the traditional 4 Ps from the __________ perspective into the __________ perspective.
A. seller's; buyer's
B. buyer's; seller's
C. producer's; channel member's
D. channel member's; producer's
Question-16
A marketer analyzing the types of media viewed and used by members of a target market is analyzing the __________ element of the marketing mix.
A. product
B. promotion
C. place
D. physical evidence
Question-17
An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using:
A. personal selling.
B. direct marketing.
C. a push strategy.
D. a pull strategy.
Question-18
Which of the following questions MOST closely involves analysis of the product element of the marketing mix?
A. What do competitors charge for their products?
B. What is the target's level of awareness for each competitive brand?
C. What are the company's manufacturing costs?
D. Are there any foreseeable changes in the requirements of the target?
Question-19
7-Eleven has recently begun to redesign and restock its stores to offer a more upscale environment and products, such as house wines and fresh foods. According to the 7 Ps classification of the elements of the marketing mix, 7-Eleven has changed its:
A. physical evidence.
B. price.
C. promotion.
D. process.
Question-20
Of the following, which purchase funnel stage is the broadest?
A. Shopping
B. Familiarity
C. Intention
D. Loyalty
