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    Question
    Question 1
    The number of times a person is exposed to an advertisement during a certain time period is known as:
    reach
    frequency
    enumeration
    randomization
    2 points
    Question 2
    A five-pound bag of roasted peanuts sells for $8 and the average variable cost is $4 per bag. If the total fixed cost for the roasted peanuts is $80000 the breakeven point in bags is:
    20000
    40000
    80000
    120000
    2 points
    Question 3
    Which of the following sales promotions produces a higher response rate?
    Sweepstakes
    Rebates
    Sampling
    Coupons
    2 points
    Question 4
    Trade dress refers to:
    visual components that contribute to the overall look for a product.
    a promotional philosophy of targeting all sales efforts to the trade.
    the general size of the packaging used by a product.
    the correlation between a trademark and its trade name.
    2 points
    Question 5
    Why do customers prefer to have continuing relationships with businesses or suppliers?
    Businesses tend to offer better financial incentives to customers who engage in continued relationships with them.
    By nature customers are resistant to change and prefer preexisting relationships with businesses.
    By reducing the number of choices the decision-making process is made easier.
    Most businesses have low switching costs which make them attractive to have continued relationships with.
    2 points
    Question 6
    Marketers applying a positioning strategy want to:
    make their product look as much like the market leader as possible.
    emphasize a product’s unique advantages and differentiate it from competitors’ options.
    make sure they clearly outline the product’s possible applications.
    talk to specific known users of the product.
    2 points
    Question 7
    SWOT is an acronym for:
    strategy working opinion tactical.
    strengths weaknesses opportunities threats.
    strategy work openness toughness.
    strategy weakness opinions threats.
    2 points
    Question 8
    In a process called _____ products pass through a series of stages from their initial appearance to their decline.
    product life potential
    promotional cycle
    pricing cycle
    product lifecycle
    2 points
    Question 9
    The most common method of market segmentation is:
    product sampling.
    demographic segmentation.
    economic segmentation.
    psychographic segmentation.
    2 points
    Question 10
    Common carriers move freight:
    that is non-hazardous.
    by limited-rate contract.
    only for business customers.
    via all modes of transport.
    2 points
    Question 11
    An offering within a product line such as a specific size of liquid detergent is known as a(n) _____.
    universal product code
    price look-up code
    stock-keeping unit
    universal resource locator
    2 points
    Question 12
    Which term is used to describe the amount of money available with people after buying necessities such as food clothing and housing?
    Basic income
    Gross income
    Discretionary income
    Personal income
    2 points
    Question 13
    The ideal form of promotion for large geographically dispersed audiences that will listen to the same message is:
    advertising.
    phishing.
    public relations.
    sales promotion.
    2 points
    Question 14
    Setting aside a specified percentage of sales for promotional mix expenses — either based on past records or projected for the future — is known as _____ budgeting.
    fixed percent applied
    percentage-of-sales
    fixed-sum-per unit
    competitive match
    2 points
    Question 15
    The failure of the management of a firm to recognize the scope of its business is referred to as:
    disintermediation.
    intermodal operations.
    marketing myopia.
    management dystopia.
    2 points
    Question 16
    The organizational function and set of processes that creates communicates and delivers value to customers and manages customer relationships in ways that benefit the organization and its stakeholders is called _____.
    marketing
    financing
    operations
    administration
    2 points
    Question 17
    All planning strategies have the goal of creating:
    sustainable competitive advantage.
    bargaining power.
    a strategic window.
    barriers to market entry.
    2 points
    Question 18
    The sequence of suppliers and activities that contribute to creating and delivering merchandise is called a:
    supply chain.
    distribution agency.
    logistics channel.
    retail cooperative.
    2 points
    Question 19
    The identity of the _____ is the most difficult role for salespeople to pinpoint.
    user
    decider
    buyer
    influencer
    2 points
    Question 20
    Helene an industrial sales representative made sure her company car was equipped with OnStar devices in case she ever had car trouble or got lost while traveling between appointments. Which level of Maslows Hierarchy of Needs is Helene addressing?
    Physiological
    Safety
    Esteem
    Self-actualization
    2 points
    Question 21
    Strategic planning has a critical impact on a firms destiny because it provides _____ for its decision makers.
    customer input
    individual goals
    departmental goals
    long-term direction
    2 points
    Question 22
    You are reluctant to try out the newly opened department store in your neighborhood because you are unsure of the service you will get. When you do however you find that the staff are friendly and helpful the cashiers are fast and the store is extremely well stocked. One can say that:
    the store is unlikely to get any word-of-mouth publicity.
    this store need not have a benchmarking process in place.
    you had a positive service encounter.
    there was no gap between your expectation and the service you received at the store.
    2 points
    Question 23
    The dominant and controlling member of a marketing channel is the:
    vertical lead.
    producer.
    channel captain.
    wholesaler.
    2 points
    Question 24
    A consumer expects to purchase convenience products:
    without having full knowledge about what is sought.
    immediately and with minimal effort.

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