CHAPTER 3. MARKETING.

LESSON 1
VOCABULARY QUIZ
1. To ______________ sales = To increase sales
A. boast B. best C. boost
2. We're trying to ______________ ( = attract) new clients from Asia.
A. pull out B. pull in C. pull on
3. The written part of an advertisement is what's known as "marketing ______________".
A. structure B. copy C. letters
4. We had to cut our marketing budget in ______________ to recessionary concerns. ( =
because of recessionary concerns)
A. response B. review C. retraction
5. How's the new campaign going? Well, the ______________ is pretty encouraging. Sales
have increased by 5% in the first month.
A. sight B. viewpoint C. outlook
6. His top-notch marketing skills helped ______________ the way to ( = lead to/ ensure)
this brand's success.
A. pave B. pay C. pale
7. We have to be a little more aggressive in our marketing ______________. ( = We have
to spend more money on marketing)
A. spend B. costs C. price-breakdown
8. A ______________ refers to the elimination of competing businesses or products in a
particular field.
A. shake-up B. shakeout C. shackle
9. We have to engage in marketing activities that are closer to the ______________. ( =
where people buy the product/s)
A. point of transaction B. point of transfer C. transaction zone
10. Due to a series of failed initiatives, we seem to have lost our competitive
______________.
A. border B. edge C. know-how
11. A successful marketer is able to determine what intangible product attributes lead to
consumer ______________ to pay a premium price.
A. willing B. will C. willingness
12. The ______________ ( = percentage/rate) of brand-loyal consumers is about 35%.
A. Property B. proportion C. promotion
13. Price-______________ consumers are the ones for whom price is the determining
factor as to whether or not to buy something.
A. sensitive B. savvy C. sensitivity
14. The measurement and management of brand value has become a major
______________ for marketers in the past couple of years.
A. issue B. tone C. tool
15. If two products are ______________, this means they are perceived to be the same.
A. indifferent B. differentiated C. undifferentiated
16. Generally speaking, new products that ______________ ( = offer) unique benefits to
the customer have a higher commercial success rate.
A. deliver B. give C. make
17. Tangible brand attributes = ______________ brand attributes
A. clear, real B. unreal, imaginary C. atypical
18. ______________ visual cues = Visual cues that are always of a similar nature
A. Complex B. Consistent C. Common
19. A set of products that a consumer considers for purchase is referred to as their
"consideration ______________."
A. group B. setting C. Set
20. What is PPC ?
A. Pay Per Click- Advertisers pay a Fee each time one of their Ads is Clicked ... buying
Visits to their Website.
B. Prestige Professional Certification - Someone with Digital Marketing Certification.
C. Production Price Curve - Determining the Price of the Marketing Campaign.
D. Possibility Price Click - When a visitor initially clicks on a Price Button.
21. What is CR?
A. Conversion Rate - Is the proportion of visitors to a website who take a desired action
(i.e. buy something/sign up for something).
B. Click Rate - The number of clicks that a visitor makes on your Website.
C. Click Research - Information gathered from the pattern of Clicks on your site.
D. Contact Report - The Contact Form that Visitors to your Site Fill out.
22. What is a brand?
A. A product, service or offering. B. A product within a product line.
C. A name, term, logo, symbol or design. D. Something determined by the consumer.
E. What consumers hold in their minds about your company and its products.
23. Which of the following are examples of promotional mix channels?
A. Product, Price, Place, Promotion
B. Sales, Societal, Production, Market
C. Media Coverage, Website, Social Media, Advertising, Personal Selling
D. Reach and Frequency
24. Features, Benefits and Desires create a vital combination in marketing. Which of the
following statements describes these terms the best?
A. People can desire a product even though it has no benefits.
B. People sometimes use features and benefits to rationalize their desire.
C. Features when coupled with desire equal benefit sought.
D. Knowing the Features, Benefits and Desires of a product is not important to marketing.
25. What is the correct order for the Consumer Buying Process?
A. Needs Recognition, Information Search, Evaluation of Alternatives, Purchase Decision,
Post-Purchase Behavior
B. Evaluation of Alternatives, Purchase Decision, Information Search, Information Search,
Evaluation of Alternatives
C. Needs Recognition, Purchase Decision, Post-Purchase Behavior, Post-Purchase
Behavior, Needs Recognition
D. There is no agreed-upon order to the Consumer Buying Process
26. The four Ps of marketing are:
A. Product, Place, People, Persistence B. Preparation, Planning, Programs, Power
C. Placement, Price, Packaging, Pizzas D. Product, Price, Place, Promotion
27. Product positioning refers to which of the following?
A. End cap and shelf space B. Packaging
C. Product comparison D. Graphic design
E. None of the above
28. Which of the following is not a marketing orientation philosophy?
A. Market-oriented B. Sales-oriented
C. Production-oriented D. Placement-oriented
29. Style-conscious, tech-savvy, prematurely affluent, independent, socially and
environmentally aware are all characteristics from someone in which Generation?
A. Generation Y or Millennials B. Baby Boomers
C. Generation X D. Mature or silent Generation
E. None. These are terms used in the promotion of Star Trek: The Next Generation
30. When considering the lifecycle, in which stages would publicity most effectively be
used?
A. Infant and Maturity Stages B. Introductory Maturity Stages
C. All Stages D. Introductory and Growth Stages
31. What type of market segmentation strategy is one-to-one marketing?
A. Amazon.com strategy B. Multi-segmented targeting strategy
C. Micro-segmented targeting strategy D. Undifferentiated targeting strategy
32. A company mission statement is:
A. A detailed process for increasing sales
B. How a company intends to achieve its vision
C. A statement forged by the company CEO, CFO, and CIO
D. None of the above
E. A, B and C
33. A vision statement tells:
A. What a company is going to become.
B. The length of time and amount of financial resources it will take for a company to
achieve its incremental goals.
C. The history of the company
D. The public what type of service it can expect to receive
34. Code sheets are:
A. A means of gathering and documenting important information about your company
B. A means of gathering and documenting important information about your products
C. A way of ensuring that your messages are positioned for the best-possible response and
include all necessary elements
D. Used to direct and manage your creative staff
E. All of the above
35. What is a claim your product can make that none of you competitors can?
A. Unique Selling Proposition B. We are the best!
C. Market alignment D. Ultimate Claim
36. Which of the following best shows the basic promotional sequence of marketing?
A. Company, Manufacturing, Distribution
B. Product, Place, Price, Promotion
C. Company, Product, Market, Message, Messenger, Promotional Mix
D. Marketing tools, marketing talent, marketing mix
37. Which of the following is a way of categorizing a company’s products?
A. Product Placement B. Promotional Mix Choice
C. Product Mix D. Product Alignment
38. A pull strategy:
A. Uses heavy promotions right to the consumer to increase consumer demand for your
product
B. Is a method used to strengthen a marketing team
C. Consists of promotions within the distribution channel to cause consumers to be aware
of the product
D. Can be successful but is rarely used as a promotional strategy
39. The top one, two or three reasons why customers buy a product are called:
A. Primary value points/key messages B. Primary needs
C. Top Level Value D. Vital Values/Top Needs
40. Which of the following is not a part of the communication process?
A. Feedback B. Decode C. Message D. Market
41. Which of the following is an example of a demographic?
A. City B. Political views C. Frequent buyer D. Gender
42. A(n) ______________ is the words customers would use if you overheard them
describing your product and they got it exactly right.
A. Marketing statement B. Brand statement
C. PR statement D. Advertising statement
43. The ___________________ consists of influencing factors beyond a company’s
control, such as the economy, technology, etc. Marketers must understand the impact of the
changes on their target market.
A. Corporate Environment B. Niche Environment
C. Marketing Environment D. All of the above
44. When marketers use promotions to support a company in general rather than a specific
product or service, this is called:
A. Itemized advertising B. Institutional advertising
C. Individual advertising D. Insightful advertising
45. __________________ indicates the number of people who receive a message.
A. Audience width B. Reach C. Frequency D. Mass Market