FINAL PRACTICE

I. Multiple choice:
1. A ___________ logo design is a logo that includes textual or visual design
elements that clearly communicate the type of product or service a brand is
marketing.
a. Typographic
b. Abstract
c. Logotype
d. Descriptive
2. Which market segment is getting bigger as people live longer?
a. Silver market
b. Teenagers
c. C-level executives
d. LGBT+ market
3. Which segmentation approach focuses on the personality traits, values, and
lifestyle of consumers?
a. Geographic segmentation
b. Demographic segmentation
c. Psychographic segmentation
d. Behavioral segmentation
4. Which stage in consumer life cycle that consumer learn more about the
company’s offerings?
a. Retention
b. Purchase
c. Consideration
d. Awareness
5. What type of discount offer is this: “A fixed percentage offered to a
distributor”?
a. Bulk discount
b. Professional discount
c. Trade discount
d. Promotional discount
6. Which SWOT factors is it: “Currently, there is a growing demand for
clothing that looks high fashion, but don’t cost thousands of dollars for a
single price?
a. Weaknesses
b. Threats
c. Strengths
d. Opportunities
7. What kind of stores this: “Very large stores that sells groceries, clothes, and
many other products?”.
a. Mail-order stores
b. Chain-stores
c. Hypermarkets
d. Outlet stores
8. The essence of what makes a brand unique, superior, special, differentiated,
valuable, and successful.
a. Core brand
b. Promotional item
c. Spin-off
d. Off the shelf
9. Which term is mentioned: “A business that has bought the right to sell the
products and services of another company”?
a. Franchisee
b. Middleman
c. Distribution channel
d. Intermediary
10. What kind of product is this: “something additional like savings, a free
sample or a competition advertised on standard packaging of a product,
usually accompanied with a marketing campaign”?
a. Corporate gift
b. Freebie
c. On-pack offer
d. Off the shelf
11. __________ is a group of products that are homogeneous or generally
considered as substitutes for each other.
a. Product class
b. Product line
c. Product model
d. Product type
12. ___________ is a method of marketing in situations where the client first gets
in touch with the company.
a. Outbound telemarketing
b. Inbound telemarketing
c. Lead conversion
d. Lead generation
13. Which P in the marketing mix are mentioned “Bold innovation is a major
part of Pepsi positioning strategy. In 2022, the company launched Nitro Pepsi,
nitrogen carbonated cola with a smoother, creamier texture and frothy
 topping. Nitro Pepsi is the first cola beverage infused with nitrogen, based on
a technology typically used for coffee and beer products”?
a. Promotion
b. Place
c. Price
d. Product
14. Which term is mentioned: “How much does a change in price affect consumer
demand for the product or service?”.
a. Alternative solutions
b. Monetary significance
c. Price sensitivity
d. Ease of comparison
15. Which product description is this: “Our products are made of glass and
sealed with corks”?
a. Drink can
b. Cereal box
c. Yogurt pot
d. Wine bottle
16. Which type of selling is this: “Individual clients or customers buy from a shop
or an online store”?
a. B2C
b. B2B
c. B2B2C
d. C2C
17. Which stage in Product development when marketers refine and improve a
product to make it more valuable to customers?
a. Market test
b. Product test
c. Concept development
d. Market introduction
18. Which Macro environment factor is mentioned: “This involves laws,
government agencies, as well as the pressure groups that can influence or give
constrains to various individuals or organizations in a given society”?
a. Technology
b. Social
c. Political
d. Economic
19. What do climate, weather, and environmental regulations fall under in
PESTLE analysis?
a. Technological
 b. Environmental
c. Political
d. Legal
20. Which pricing strategy might be used when a company wants to create a
perception of high quality and exclusivity?
a. Psychological pricing
b. Cost-plus pricing
c. Penetration pricing
d. Premium pricing
21. Which micro environment is mentioned: “They are the ones who provide
inputs to business like raw materials, parts, cutting tools, equipment, etc. The
quality and reliability of vendors are very essential for smooth functioning of
business of any organization”?
a. Employees
b. Shareholders
c. Consumers
d. Suppliers
22. A company’s strong brand reputation would be classified under which
element of SWOT analysis?
a. Opportunities
b. Strengths
c. Weaknesses
d. Threats
23. What does the “place” element of the marketing mix refer to?
a. The distribution channels
b. The actual item or service being offered
c. The pricing strategy for the product
d. The branding of the product
24. Our machine wraps aluminum foil. The packets are then wrapped in a
cellophane. The packet has a tear opening.
a. Drink can
b. Blister pack
c. Nozzle
d. Chewing gum
25. Which market segment create something new and start a new trend?
a. Innovators
b. Early adopters
c. Late majority
d. Early majority
26. What type of logo is this?
 a. Abstract
b. Mascot
c. Typographic
d. Descriptive
27. What type of goods that can last for a long time?
a. Non-durable goods
b. Consumer packaged goods
c. Durable goods
d. Perishable goods
28. In Boston consulting group matrix, which category this product belongs to:
“These products are in a high growth market but do not seem to have a high
share of the market”.
a. Cow
b. Dog
c. Star
d. Question mark
29. Which factor affecting consumer behavior is mentioned: “This factor also
includes social class, level of education, religious and ethnic background,
sexual orientation, and people around you – family, friends, or social
network”?
a. Psychological
b. Economic
c. Social
d. Cultural
30. Products in which quadrant of the Boston Matrix are considered to have the
potential to become “Cash cows” as the market matures?
a. Cash cows
b. Dogs
c. Stars
d. Question marks
31. _______ is selling to customers face-to-face in which sales reps can customize
sales messages to customers’ needs.
a. Presenting
b. Personal selling
c. Prospecting
d. Impersonal selling
32. Which pricing strategy is this: “Selling a camera with low price and selling
films with high price”.
a. Skimming price
b. Price bundling
 c. Penetration pricing
d. Captive pricing
33. Which need in Maslow’s Hierarchy is characterized by realizing personal
potential, sell-fulfillment, and seeking personal growth”?
a. Self-actualization needs
b. Esteem needs
c. Safety needs
d. Social needs
34. Which stage of new product development involves creating a prototype of the
product?
a. Product development
b. Idea generation
c. Market testing
d. Concept development and testing
35. ________ is an approach where the manufacturer controls all aspects of
distribution and no middlemen are involved.
a. Direct distribution
b. Service provider
c. Franchise
d. Indirect distribution
36. Which pricing strategy where brands sell multiple goods or services as a
single package for one price?
a. Price bundling
b. Skimming price
c. Penetration pricing
d. Premium pricing
37. Which stage of the product life cycle is characterized by a slowdown in sales
growth as the product reaches its peak?
a. Growth
b. Decline
c. Introduction
d. Maturity
38. Which stage in telemarketing is this: “Send prospects information, or call
back at a specific future date”.
a. Lead conversion
b. Lead generation
c. Follow-up
d. Identify the database
39. Which pricing strategy where the marketers use “odd and even prices”?
a. Psychological pricing
 b. Captive pricing
c. Economy pricing
d. Premium pricing
40. What branding strategy is it? “_______ very basic packaging and labels, and
lower prices”.
a. Individual brand
b. Store brand
c. Family brand
d. Generic brand
1.d 2.a 3.c 4.c 5.c 6.d 7.c 8.a 9.a 10.c
11.a 12.b 13.d 14.c 15.d 16.a 17.b 18. c 19.b 20.d
21.d 22.b 23.a 24.d 25.a 26.a 27.c 28.d 29.c 30.c
31.b 32.d 33.a 34.a 35.a 36.a 37.d 38.c 39.a 40.d

II. Practice:

1. READ THE TEXT AND COMPLETE THE PASSAGE BELOW. FILL IN

THE BLANKS WITH ONLY 1 WORD OR A NUMBER:
Michael Baumwoll is an Account Manager at Twitter. He graduated from
Lafayette College in 2009. From then, he built his ___(1) on digital marketing and
advertising. In his first 5 years, he worked for an advertising technology company
which is ___ (2) to exchanges like Nasdaq and eBay; They built an auction
platform for advertising space. This was a developing ___ (3) which had a fun,
 supportive working ___ (4). Working for this company, he was able to grow and
had a change to ___ (5) a team and help the members understand the advertising
landscape. Additionally, he also co-founded BarSocial, an application for ___ (6).
It was like a Twitter for bars, where bar-hoppers connected and hangout.
BarSocial was one of the most exciting experiences he had, through this he learned
the ___ (7) of managing technology business. Now he works at Twitter, a social
media platform that democratizes the world. Twitter has created opportunities for
___ (8) to grow professionally. Michael's role is Relationship manager, his
responsibility is to build relationships with media agencies and ___ (9). To simply
put, he helps Twitter ___ (10) its advertising power to their clients.
2. READ THE TEXT AND DETERMINE IF THESE STATEMENTS ARE
TRUE (T), FALSE (F) OR NOT GIVEN (NG):
1. Michael started his career in advertising and digital media.
2. He worked for an established auction company which was similar to Nasdaq
and Ebay.
3. His first job had a positive working culture
4. He got promoted to Relationships manager where he was able to gain a lot of
experience.
5. He was a co-founder of BarSocial.
6. BarSocial was an app for bar-goers.
7. He regretted creating BarSocial because it was a failure.
8. He is one of the top managers of Twitter.
9. Twitter has a different working culture from his previous works.
10. His role is to represent Twitter working with advertising agencies.

3. READ THE TEXT AND CHOOSE CORRECT ANSWER:

1. Where the term "Smombie" came from?
 A. Youtube video
B. Social phenomenon
C. Smartphone users
D. German's law
2. What is not a negative effect of using smart phone?
A. Rising accidents on the streets
B. Losing attention
C. Altering walking habit.
D. Encouraging the development of technology
3. What the authorities did to handle this issue?
A. Ban using smartphone on the streets
B. Charged higher tax rate on phone companies
C. Installed signs at intersections
D. Made phone companies redesign their products
4. FILL IN THE BLANK WITH WORDS FROM THE BOX:
In the soft-drink industry, Coca-Cola disclosed early in 2016 that it spent more than
$132 million on scientific research on soft drinks from 2010 to 2015. Coke, like its
industry ___(1), has had to adapt to increasing societal ___(2) over the health ___(3)
of consuming large amounts of sugar and high fructose corn syrup, which are found in
many of the firm's best-selling ___ (4). For many soft beverage ___ (5) this has meant
diversifying into offerings that are lower in sugar and perceived to be healthier. Coke
CEO Muhtar Kens says their disclosure of all research funding ___ (6) was a step
taken to help avoid any ___ (7) feelings of "confusion and mistrust." The timing of
the disclosure came soon after it was documented that a group called the Global
Energy Balance Network had failed to initially disclose that its work was funded by
Coca-Cola. The ___ (8) maintained as one of its positions that Americans held an
illegitimate fixation on calorie ___(9) and were losing sight of the ___(10) of
exercise.
Companies – Concerns – Importance – Organization – Public - Consumption
Products – Competitors – Effects – Contributions
 5. MATCH THE TERMS WITH ITS DEFINITIONS:
a. A group of connected products marketed 1. Marketing mix
under a single brand name by the same 2. Market environment
company 3. Marketing plan
b. The set of actions, or tactics, that a 4. Product optimization
company uses to promote its brand or product 5. Product line
in the market 6. Price war
c. A situation in which different companies 7. Licensing deal
compete with each other by reducing prices 8. Lead conversion
d. The process of turning prospective 9. Incentive
customer into an actual customer
e. Something which is used to encourage
people to do something
f. Document that lays out the marketing
efforts of a business
g. The practice of making changes or
adjustments to a product to make it more
desirable
h. A contract that allows one person to use
another person's property in exchange for a
specified fee
i. Internal and external factors, which directly
or indirectly influence the organization's
decisions

ANSWERS:
1. (1) career (5) manage
(2) similar (6) nightlife
(3) startup (7) facets
(4) culture (8) employees
(9) advertisers (10) showcase
2. (1) T (6) T
(2) F (7) T
(3) T (8) NG
(4) NG (9) F
(5) T (10) T
3. (1) B
(2) D
(3) C
4. (1) competitors (6) contributions
 (2) concerns (7) public
(3) effects (7) organization
(4) products (8) consumption
(5) companies (10) importance
5. 1.b, 2.i, 3.f, 4.g, 5.a, 6.c, 7.h, 8.d, 9.e