question stringlengths 19 403 | subject stringclasses 1
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|---|---|---|---|
_____________is an important element in the communication process. It recognizes that successful communications are more likely to be achieved if the source and the receiver understand each other. | marketing | [
"The realm of understanding.",
"Personal selling.",
"Noise.",
"Feedback."
] | 0A |
Why is market segmentation carried out? | marketing | [
"To break down large markets into smaller markets.",
"To provide an opportunity to surpass competitors.",
"By grouping together customers with similar needs, it provides a commercially viable method of serving these customers.",
"To allow the achievement of greater market share."
] | 2C |
On August 4, a store purchased five sofas invoiced at $7,000, terms 2/10 , n/30 . The invoice was paid August 13. The store paid | marketing | [
"$7,140 ",
"$7,000 ",
"$6,860 ",
"$6,300 "
] | 2C |
Which of the following are aimed at providing customers with the peace of mind of knowing that the company they are purchasing from is competitive in price? | marketing | [
"Price competitiveness.",
"Price assurance.",
"Reference prices.",
"Price guarantee schemes."
] | 3D |
There are three main types of buying situations in an organization, referred to by Robinson, Faris, and Wind (1967) as _____________. | marketing | [
"Repeat purchases.",
"Buyphases.",
"Buyclasses.",
"Tenders."
] | 2C |
These objectives are often the most suitable when firms operate in a market dominated by a major competitor and where their financial resources are limited. | marketing | [
"Divest objectives.",
"Harvest objectives.",
"Hold objectives.",
"Niche objectives"
] | 3D |
Which of the following is not one of the categories of research design? | marketing | [
"Exploratory research.",
"Descriptive research.",
"Causal research.",
"Desk research."
] | 3D |
These objectives are often employed in mature markets as firms/products enter a decline phase. The goal is to maximize short-term profits and stimulate a positive cash flow. | marketing | [
"Divest objectives.",
"Hold objectives.",
"Growth objectives.",
"Harvesting objectives."
] | 3D |
The way in which the product is delivered to meet the customers' needs refers to: | marketing | [
"New product concepts and improvements.",
"Selling.",
"Advertising and promotion activities.",
"Place or distribution activities."
] | 3D |
These are stores designed to kill off the competition and are characterized by narrow but very deep product assortment, low prices, and few to moderate customer services: | marketing | [
"Speciality stores.",
"Limited line retailers.",
"Category-killer stores.",
"Superstores."
] | 2C |
To make sense of the external environment, the well-known acronym, PESTLE is used. PESTLE stands for _____________ | marketing | [
"The political, economics, substitute, technological, legal, and ecological environments.",
"The political, economic, social, technological, legal, and ecological environments.",
"The political, economic, social, treat, legal, and ecological environments.",
"The purchasing, economics, social, technological, l... | 1B |
Which of the following elements is not part of Porter's Five Forces model for industry competitiveness? | marketing | [
"Threat of substitutes.",
"Threat of suppliers.",
"Power of buyers.",
"Threat from government."
] | 3D |
Before beginning the market segmentation process, a firm should: | marketing | [
"Identify bases for segmenting markets.",
"Forecast total market potential.",
"Forecast market share.",
"Select target market segments."
] | 0A |
The primary objective of team-based selling is to | marketing | [
"match various functional areas of the company with customer needs",
"distribute the work involved in managing an account",
"equitably manage the sales bonus pool",
"create multiple points of contact between the customer and the company"
] | 0A |
This is a form of targeted advertising, on websites, with advertisements selected and served by automated systems based on the content displayed to the user. | marketing | [
"Contextual advertising.",
"Interactive marketing.",
"Internet advertising.",
"Direct marketing."
] | 0A |
Salespeople who view a situation as a customer sees it are exhibiting | marketing | [
"cooperation",
"empathy",
"responsibility",
"tolerance"
] | 1B |
Toyota's Prius and Honda's hybrid Civic are examples of technological products inspired by: | marketing | [
"Style considerations in the Japanese automobile industry.",
"Social pressure to develop more fuel-efficient vehicles with fewer dangerous emissions.",
"The desire of many engineers to simply make interesting products.",
"The realization that Japanese people didn't need large, high-speed cars."
] | 1B |
This approach has been used to convey particular information and help educate large target audiences through television and radio programmes. This approach is referred to as: | marketing | [
"Opinion followers.",
"Opinion formers.",
"Public relations.",
"Opinion leaders."
] | 3D |
Intermediaries assist end-users by bringing a product produced a long way away to a more convenient location for purchase and consumption. This is referred to as: | marketing | [
"Time utility.",
"Place utility.",
"Ownership utility.",
"Information utility."
] | 1B |
The pricing approach where prices are set based on what competitors are charging is called the: | marketing | [
"Cost-oriented approach.",
"Demand-oriented approach.",
"Competitor-oriented approach.",
"Value-oriented approach."
] | 2C |
A method of marketing by electronic mail wherein the recipient of the message has consented to receive it is called: | marketing | [
"Search marketing.",
"Internet advertising.",
"Permission-based email marketing.",
"Social web marketing."
] | 2C |
When analysing consumer lifecycles, marketers look at consumers in differing stages of their life. Many models upon which these are based were developed in the 1960s. Since then a lot has changed in 'consumer lifecycles'. Which emerging trends should marketers take into consideration? | marketing | [
"Fewer people are getting married.",
"People getting married at a later age.",
"More couples co-habiting.",
"All of the above."
] | 3D |
Which of the following is the best example of a trade discount? | marketing | [
"A lumberyard offers a discount to a homeowner for buying lumber.",
"A retailer offers a discount to a consumer for buying out of-season merchandise.",
"A producer offers a discount to retailers for promoting its product during the month of June.",
"A car dealer offers a discount to a customer in exchange for... | 2C |
The rise of ___________ has led marketing to evolve away from a hierarchical one-sided mass communication model towards more participatory technologies (e.g. social channels and online communities). | marketing | [
"Website.",
"Social media.",
"Web 1.0.",
"Web platform."
] | 1B |
New technology results in new goods and services, and it can also: | marketing | [
"Lower the quality of existing products.",
"Lower the available level of customer service.",
"Reduce prices through new production and distribution methods.",
"Bring back products that were considered obsolete."
] | 2C |
When the analyst reads the data from a critical perspective to determine whether or not this fits with their expectations, this constitutes what is termed a: | marketing | [
"Face validity.",
"Reliability.",
"Control group.",
"Focus group."
] | 0A |
_________ enable different types of uncertainty to be lowered in several ways (Fill and McKee, 2012). These include reducing the complexity, increasing value and competitive advantage, routinization, and providing specialization. | marketing | [
"Warehouse.",
"Distribution.",
"Supply chain.",
"Marketing channels."
] | 3D |
Which of the following are the three broad groups of organizational characteristics segmentation criteria? | marketing | [
"Organizational size, industry type, and gender.",
"Psychographics, purchaser, and behavioural criteria.",
"Organizational size, industry type, and geographical location.",
"None of the above."
] | 2C |
What type of media has the primary objective to get the attention of shoppers and to stimulate them to make a purchase? (Examples include point-of-purchase displays and packaging.) | marketing | [
"Broadcast media.",
"Interactive media.",
"In-store media.",
"Support media."
] | 2C |
Robert is a marketer for a global consumer products company. He is working on the promotional campaign designed to reach a target audience in a new international market. Robert is working hard to make sure that the promotional campaign is clearly understood by the nation's consumers and doesn't offend anyone. By which ... | marketing | [
"Socio-cultural environment.",
"Competitive environment.",
"Economic environment.",
"Legal environment."
] | 0A |
A key benefit of the STP process is: | marketing | [
"More effective and efficient matching of company resources to targeted market segments promising the greatest ROMI.",
"Enhancing a company's competitive position by providing direction and focus for marketing strategies.",
"Examining and identifying growth opportunities in the market through the identification... | 3D |
___________ occurs when a website's structure and content is improved to maximize its listing in organic search engine results pages using relevant keywords or search phrases. | marketing | [
"Paid inclusion.",
"Search engine optimization.",
"Contextual search.",
"Pay per click."
] | 1B |
In relationship marketing firms focus on __________ relationships with __________. | marketing | [
"Short-term; customers and stakeholders.",
"Long-term; customers and stakeholders.",
"Short-term; customers.",
"Long-term; customers."
] | 1B |
Which of the following means placing your product or service in as many outlets or locations as possible, in order to maximize the opportunity for customers to find the good or service? | marketing | [
"Exclusive distribution.",
"Intensive distribution.",
"Selective distribution.",
"Direct distribution."
] | 1B |
______________ is used to determine whether one variable causes an effect in another variable. In order to determine causality experimental or longitudinal studies are needed. | marketing | [
"Ethnographic study.",
"Consumer juries.",
"Causal research.",
"Focus-groups."
] | 2C |
A database of information that is maintained by human editors and lists websites by category and subcategory with categorization is known as: | marketing | [
"A search directory.",
"Automated voice response (AVR).",
"Apps.",
"SEO."
] | 0A |
Which of the following is not the rationale for developing CSR initiatives? | marketing | [
"Corporations have responsibilities going beyond the production of their offerings at a profit.",
"Corporations have a broader constituency of stakeholders than shareholders alone.",
"The impacts of corporations limit to only simple marketplace transactions.",
"Corporations serve a wider range of human values... | 2C |
Secondary data has two important advantages over primary data. It is: | marketing | [
"Capable of compensating for rapid environmental changes and technical improvements.",
"Always available and complete.",
"Seldom obsolete and usually fits the dimensions of your problem.",
"Generally cheaper to gather than primary data and takes less time to find."
] | 3D |
This is when a product or service is offered together with another typically complementary product or service: | marketing | [
"Product pricing.",
"Price differentiation.",
"Pure price bundling.",
"Odd-Number pricing."
] | 2C |
When there are high levels of business failures and unemployment, the business cycle is said to be in which of the following phases? | marketing | [
"Expansion",
"Peak",
"Recovery",
"Trough"
] | 3D |
____________ is a form of digital marketing that describes the use of the social web and social media (e.g. social networks, online communities, blogs or wikis) or any online collaborative technology for marketing activities, be it sales, public relations, research, distribution, or customer service. | marketing | [
"Pay per click (PPC)",
"Digital asset optimization (DAO)",
"Social media marketing (SMM)",
"Search engine optimization (SEO)"
] | 2C |
These goods are low-priced products that are bought frequently, are used just once, and incur low levels of purchase risk: | marketing | [
"Non-durable.",
"Durable.",
"Generic.",
"Luxury."
] | 0A |
Current changes in behaviors clearly show that ______ is taking over more and more of consumer online searches. | marketing | [
"Social media.",
"Mobile.",
"Internet.",
"Blog."
] | 1B |
Once a train pulls out of a station, or an aeroplane takes off or a film starts, those seats are lost and can never be sold. This is referred to as: | marketing | [
"Inseparability.",
"Variability.",
"Intangibility.",
"Perishability."
] | 3D |
The train operator understands customer desire for a comfortable seat but fails to specify how many should be provided relative to the anticipated number of travellers on each route. This is an example of: | marketing | [
"GAP 2-the gap between management perception and service-quality specification.",
"GAP1-the gap between the customer's expectations and management perception.",
"GAP 3-the gap between service-quality specifications and service delivery.",
"GAP 4-the gap between service delivery and external communications."
] | 0A |
This is part of the communication process and refers to the responses offered by receivers: | marketing | [
"Encoding.",
"Decoding.",
"Transfer.",
"Feedback."
] | 3D |
Economic—marketing should encourage long-term economic development as opposed to short-term economic development. | marketing | [
"Ecological, evolutionary, and economic",
"Ecological, equitable, and economic",
"Evolutionary, equitable, and economic.",
"Ecological, equitable, and emerging."
] | 1B |
Individuals become completely immersed in their environment and actively participate so that they affect actual performances or occurrences in the environment. This is referred to as: | marketing | [
"Educational realm.",
"Escapist realm.",
"Aesthetic realm.",
"Entertainment realm."
] | 1B |
It has been claimed that the three major outcomes from the development of relationship trust are satisfaction, ___________, and continuity (Pavlou, 2002). | marketing | [
"Reduced perceived risk.",
"Service recovery.",
"Service processes.",
"Efficiency."
] | 0A |
Which of the following processes is not fundamental in explaining how consumers think and learn about products and brands? | marketing | [
"Cognition.",
"Perception.",
"Learning.",
"Personality."
] | 3D |
Which of the following is an example of costbased pricing? | marketing | [
"Basing the price on what the customer is willing to pay",
"Basing the price on the psychological expectations of the customer",
"Basing the price on the features and benefits of the product",
"Basing the price on the full cost of production plus the required profit"
] | 3D |
The extent to which a service envelops a product varies according to a number of factors. Which of the following is NOT one of the factors? | marketing | [
"The level of tangibility associated with the type of product.",
"Performance-value.",
"Variations in supply and demand.",
"The way in which the service is delivered."
] | 1B |
Joint creation of value, in which customers take part in an active dialogue and co-construct personalized experiences, is referred to as: | marketing | [
"Interactive marketing.",
"Co-creation experience.",
"Relationship marketing.",
"Organization marketing."
] | 1B |
____________ describes the extrinsic properties of the product (the colour, the packaging, the product consistency, associations) and level to which these satisfy customers' psychological or social needs. | marketing | [
"Brand repositioning.",
"Brand stretching.",
"Brand equity.",
"Brand imagery."
] | 3D |
Organizational characteristics, such as organizational size and location, are sometimes referred to as___________. | marketing | [
"DMU.",
"Firmographics.",
"ACORN",
"Product usage."
] | 1B |
The process of making large numbers of unsolicited sales calls to potential customers whom the salesperson does not know is referred to as | marketing | [
"multilevel marketing",
"cold canvassing",
"the center-of-influence method",
"the sales-associate method"
] | 1B |
An approach that encompasses a wide range of relationships, not just with customers, but also those that organizations develop with suppliers, regulators, government, competitors, employees, and others, is referred to as: | marketing | [
"Market exchanges.",
"Service failure.",
"Relationship marketing.",
"Shared responsibility."
] | 2C |
The process that creates changes in behaviour is called: | marketing | [
"Selective adaptation.",
"Learning.",
"Involvement manipulation.",
"Attitude adjustment."
] | 1B |
The term 'marketing mix' describes: | marketing | [
"A composite analysis of all environmental factors inside and outside the firm.",
"A series of business decisions that aid in selling a product.",
"The relationship between a firm's marketing strengths and its business weaknesses.",
"A blending of four strategic elements to satisfy specific target markets."
] | 3D |
Post-purchase re-evaluation of the consumer proposition acquisition process attempts to measure the degree of: | marketing | [
"Selling success experienced by the vendor.",
"Consumer satisfaction with the purchase.",
"Follow-up effectiveness of the firm.",
"Advertising influence on the purchase."
] | 1B |
Marketing research: | marketing | [
"Is work undertaken to understand how to make specific marketing strategy decisions.",
"Is the collection and analysis of data from a sample or census of individuals or organizations.",
"Includes all forms of market, opinion, and social research such as consumer and industrial surveys.",
"Is work undertaken t... | 0A |
This is a marketing communications activity concerned with providing support for the sales force and merchandising personnel: | marketing | [
"Store marketing.",
"Field marketing.",
"Sales promotions.",
"Personal selling."
] | 1B |
SWOT is an acronym for: | marketing | [
"Strengths, weaknesses, opportunities, threats.",
"Strategy, work, openness, toughness.",
"Strategy, weakness, opinions, tactics.",
"Strategy, working, opinion, tactical."
] | 0A |
__________ is the collection and interpretation of information about forces, events, and relationships that may affect the organization. | marketing | [
"Environmental scanning",
"Stakeholder analysis",
"Market sampling",
"Opportunity analysis"
] | 0A |
ACORN, a segmentation analysis technique, stands for which of the following? | marketing | [
"A corresponding official residential notation.",
"A classification of reported nationals.",
"A classification of residential neighbourhoods.",
"A countrywide official resources navigation."
] | 2C |
Which of the following statements is correct? | marketing | [
"Marketing is the term used to refer only to the sales function within a firm.",
"Marketing managers don't usually get involved in production or distribution decisions.",
"Marketing is an activity that considers only the needs of the organization; not the needs of society as a whole.",
"Marketing is the activ... | 3D |
An imbalance between a consumer's actual and desired state in which recognition that a gap or problem needs resolving is called: | marketing | [
"Motive development.",
"An attitude.",
"A self-concept.",
"Product evaluation."
] | 0A |
The term marketing refers to: | marketing | [
"new product concepts and improvements.",
"advertising and promotion activities.",
"a philosophy that stresses customer value and satisfaction.",
"planning sales campaigns."
] | 2C |
Which of the following refers to unsolicited electronic messages? | marketing | [
"Opt-in email.",
"Consent marketing.",
"Spam.",
"Opt-out email."
] | 2C |
The purpose of evaluating the attractiveness of the differing market segments identified in the second stage of the market segmentation process is to: | marketing | [
"Identify the specific members of each segment to be able to contact each of them directly.",
"Determine the level of resources that must be committed to each segment.",
"Evaluate the market potential within each segment.",
"Design marketing strategy and tactics to reinforce the firm's image."
] | 2C |
Which of the following is not an element of the marketing mix? | marketing | [
"Promotion.",
"Product.",
"Target market.",
"Pricing."
] | 2C |
To highlight the variation in approaches to purchasing behaviour, Svahn and Westerlund (2009) identify six principal purchasing strategies used by organizations. The __________ strategy refers to a buyer's efficiency orientation where the main purchasing goal is to seek the lowest price for the offering. To help achie... | marketing | [
"'Bargainer' purchasing.",
"The 'adaptator' purchasing.",
"Price minimizer' purchasing.",
"The 'projector' purchasing."
] | 2C |
Which of the following is not a useful base for segmenting organizational characteristics? | marketing | [
"By turnover.",
"By geographical location.",
"By organizational size.",
"By industry type."
] | 0A |
Firms that view themselves as market leaders in product quality frequently adopt a | marketing | [
"market share strategy",
"penetration pricing strategy",
"strategy that focuses on non-price benefits",
"strategy to expand the overall market"
] | 2C |
Our perception of risk is greater if we are continually reminded of it than if we consider it only at the point of purchase. This is referred to as: | marketing | [
"Purchase context.",
"Price bonding.",
"Odd number pricing.",
"Mark-up price."
] | 0A |
Four competing philosophies strongly influence the role of marketing and marketing activities within an organization. Which if the following is not a component of market orientation? | marketing | [
"Customer orientation.",
"Profitability orientation.",
"Interfunctional coordination.",
"Competitor orientation."
] | 1B |
Pine and Gilmore (1999) derive four distinct realms of experience, based on two dimensions. What are these dimensions? | marketing | [
"Customer participation and environmental relationship.",
"Customer acquisition and environmental relationship.",
"Customer participation and customer relationship.",
"Customer retention and customer relationship."
] | 0A |
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