1 Marks: 1 The American Marketing Association identifies ethical norms and values for marketers that include all of the following except: Choose one answer. a. Foster trust in the marketing system. b. Strive to serve the shareholder needs. c. Strive to serve the consumers’ needs. d. Avoid using coercion with all stakeholders. Incorrect Marks for this submission: 0/1. Question 2 Marks: 1 Which component of the marketing mix describes where a product or service can be found? Choose one answer. a. Product b. Promotion c. Price d. Place Incorrect Marks for this submission: 0/1. Question 3 Marks: 1 Marketing effectiveness, in many industrial markets, requires a certain amount of price _______. Choose one answer. a. allowances b. discounts c. flexibility d. strategy Incorrect Marks for this submission: 0/1. Question 4 Marks: 1 Companies use public relations to _______. Choose one answer. a. create a favorable image b. be perceived by customers as more neutral c. Both A and B d. Neither A nor B Incorrect Marks for this submission: 0/1. Question 5 Marks: 1 Which component of the marketing mix describes how much a company charges a customer for a product or service? Choose one answer. a. Product b. Promotion c. Price d. Place Incorrect Marks for this submission: 0/1. Question 6 Marks: 1 Which of the following recommendations is/are based in value-based pricing? Choose one answer. a. Employ a segmented approach toward price, based on such criteria as customer type, location, and order size. b. Establish the highest possible price level and justify it with comparable value. c. Use price as a basis for establishing strong customer relationships. d. All of these Incorrect Marks for this submission: 0/1. Question 7 Marks: 1 Which pricing perspective assumes that the consumer is a rational decision maker and has perfect information? Choose one answer. a. Customer b. Economic c. Societal d. None of these Incorrect Marks for this submission: 0/1. Question 8 Marks: 1 Pricing is the most important decision made by business. Of the following, which three perspectives are considered when pricing? Choose one answer. a. Sales, customer, economic b. Customer, economic, societal c. Economic, societal, employee d. Sales, employee, executive Incorrect Marks for this submission: 0/1. Question 9 Marks: 1 The Better Business Bureau Business Code of Ethics includes which of the following codes? Choose one answer. a. Equality b. Profitability c. Cooperativeness d. Both A and C Incorrect Marks for this submission: 0/1. Question 10 Marks: 1 What are the four Ps in a traditional marketing mix? Choose one answer. a. Product, promotion, place, and price b. Product, public relations, price, and practice c. Planning, preparation, promotion, and place d. Product, planning, public relations, and price Incorrect Marks for this submission: 0/1. Question 11 Marks: 1 Who would NOT typically be considered as .

1. 1
Marks: 1
The American Marketing Association identifies ethical norms
and values for marketers that include all of the following
except:
Choose one answer.
a. Foster trust in the marketing system.
b. Strive to serve the shareholder needs.
c. Strive to serve the consumers’ needs.
d. Avoid using coercion with all stakeholders.
Incorrect
Marks for this submission: 0/1.
Question
2
Marks: 1
Which component of the marketing mix describes where a
product or service can be found?
Choose one answer.
a. Product
b. Promotion
c. Price

2. d. Place
Incorrect
Marks for this submission: 0/1.
Question
3
Marks: 1
Marketing effectiveness, in many industrial markets, requires a
certain amount of price _______.
Choose one answer.
a. allowances
b. discounts
c. flexibility
d. strategy
Incorrect
Marks for this submission: 0/1.
Question
4
Marks: 1
Companies use public relations to _______.
Choose one answer.
a. create a favorable image
b. be perceived by customers as more neutral

3. c. Both A and B
d. Neither A nor B
Incorrect
Marks for this submission: 0/1.
Question
5
Marks: 1
Which component of the marketing mix describes how much a
company charges a customer for a product or service?
Choose one answer.
a. Product
b. Promotion
c. Price
d. Place
Incorrect
Marks for this submission: 0/1.
Question
6
Marks: 1
Which of the following recommendations is/are based in value-
based pricing?
Choose one answer.
a. Employ a segmented approach toward price, based on such

4. criteria as customer type, location, and order size.
b. Establish the highest possible price level and justify it with
comparable value.
c. Use price as a basis for establishing strong customer
relationships.
d. All of these
Incorrect
Marks for this submission: 0/1.
Question
7
Marks: 1
Which pricing perspective assumes that the consumer is a
rational decision maker and has perfect information?
Choose one answer.
a. Customer
b. Economic
c. Societal
d. None of these
Incorrect
Marks for this submission: 0/1.
Question

5. 8
Marks: 1
Pricing is the most important decision made by business. Of the
following, which three perspectives are considered when
pricing?
Choose one answer.
a. Sales, customer, economic
b. Customer, economic, societal
c. Economic, societal, employee
d. Sales, employee, executive
Incorrect
Marks for this submission: 0/1.
Question
9
Marks: 1
The Better Business Bureau Business Code of Ethics includes
which of the following codes?
Choose one answer.
a. Equality
b. Profitability
c. Cooperativeness

6. d. Both A and C
Incorrect
Marks for this submission: 0/1.
Question
10
Marks: 1
What are the four Ps in a traditional marketing mix?
Choose one answer.
a. Product, promotion, place, and price
b. Product, public relations, price, and practice
c. Planning, preparation, promotion, and place
d. Product, planning, public relations, and price
Incorrect
Marks for this submission: 0/1.
Question
11
Marks: 1
Who would NOT typically be considered as part of a marketing
campaign’s publics?
Choose one answer.
a. Clients, customers, global target markets
b. Internal shareholders and stakeholders

7. c. Anyone not directly or indirectly impacted by a marketing
campaign
d. Both A and B
Incorrect
Marks for this submission: 0/1.
Question
12
Marks: 1
What marketplace issues might best be considered with a SWOT
analysis?
Choose one answer.
a. Salaries and withholdings
b. Organization and training
c. Both A and B
d. Neither A nor B
Incorrect
Marks for this submission: 0/1.
Question
13
Marks: 1
How might your company benefit from the repositioning of a
competitor’s product?
Choose one answer.
a. It increases the focus on your competitor’s brand.

8. b. It can change the perception of your competitor’s product as
compared to yours.
c. It will completely eliminate the relevance of your competitor.
d. It is impossible to reposition a competitor’s product.
Incorrect
Marks for this submission: 0/1.
Question
14
Marks: 1
What issue would NOT necessarily be considered within a
SWOT analysis?
Choose one answer.
a. Strengths
b. Wages
c. Opportunities
d. Threats
Incorrect
Marks for this submission: 0/1.
Question
15
Marks: 1

9. How is product positioning critical to a marketing campaign?
Choose one answer.
a. It provides a cogent reason why a customer should buy a
product.
b. It supplies a competitor advantage.
c. It can confound a customer’s mindset.
d. It relies on an undefined value proposition.
Incorrect
Marks for this submission: 0/1.
Question
16
Marks: 1
If a marketer is selling a new high-priced line of cosmetics that
includes a new palette of colors, and they choose, as a channel,
a high-end department store in which to launch the new product,
the marketer has considered which of the following channel-
selection factors?
Choose one answer.
a. Type of customer
b. Type of product
c. Channel partner capabilities

10. d. Both A and B
Incorrect
Marks for this submission: 0/1.
Question
17
Marks: 1
A _______ is a business-to-business (B2B) buying situation in
which a purchaser repeatedly buys the same product in the same
quantity from the same vendor.
Choose one answer.
a. Straight rebuy
b. Repeat buy
c. New buy
d. Modified rebuy
Incorrect
Marks for this submission: 0/1.
Question
18
Marks: 1
Which of the following is true for business-to-business (B2B)
marketing?
Choose one answer.
a. More personal selling is involved in B2B marketing than is
involved in business-to-consumer marketing.

11. b. Businesses have less rigid standards for a product than
customers have when buying the same product.
c. A consumer is more likely to buy in bulk than a company is.
d. None of these
Incorrect
Marks for this submission: 0/1.
Question
19
Marks: 1
Which of the following is true for business-to-consumer
marketing?
Choose one answer.
a. More personal selling is involved in business-to-consumer
marketing than in business-to-business (B2B) marketing.
b. Businesses have less rigid product standards than customers
have when buying the same product.
c. A consumer is more likely to rely on mass marketing such as
advertising and retailing when making a purchasing decision.
d. None of these
Incorrect
Marks for this submission: 0/1.
Question
20

12. Marks: 1
When a company realizes they are experiencing an increase or
decrease in sales but cannot explain why, they might be in
which stage of the marketing research process?
Choose one answer.
a. Define the opportunity
b. Design the research
c. Design the data collection
d. Specify the sample
Incorrect
Marks for this submission: 0/1.
Question
21
Marks: 1
Business-to-consumer marketers appeal to consumers as they
work through the decision-making process. In which stage of
this process might the consumer be faced with making an
alternative offering or outlet selection if their first choice of
either is compromised?
Choose one answer.
a. Need identification
b. Information searching
c. Purchase decision

13. d. Offering outlet selection
Incorrect
Marks for this submission: 0/1.
Question
22
Marks: 1
This is a research method in which researchers interview,
observe, and often video record people where they work, live,
shop, and play.
Choose one answer.
a. Ethnography
b. Focus group
c. In-depth interview
d. Case study
Incorrect
Marks for this submission: 0/1.
Question
23
Marks: 1
Business-to-consumer marketers appeal to consumers as they
work through the decision-making process. In which stage of
this process does the consumer determine problem definition?
Choose one answer.
a. Need identification

14. b. Information search and processing
c. Post-purchase behavior
d. Offering outlet selection
Incorrect
Marks for this submission: 0/1.
Question
24
Marks: 1
A company has chosen to conduct an online customer
satisfaction survey because it will allow the company to gather
the most data about its customers while remaining cost
conscious. At this point in the research process, the market
researchers will write the survey questions and prepare the
survey to launch on the company website. This is part of which
stage of the research process?
Choose one answer.
a. Define the opportunity
b. Design the research
c. Design the data collection
d. Specify the sample
Incorrect

15. Marks for this submission: 0/1.
Question
25
Marks: 1
A department store chain launches a series of commercials that
rely on nostalgia and memories of carefree childhood moments.
What demographic factor has this company employed in
developing this series of promotional media?
Choose one answer.
a. Age
b. Income
c. Gender
d. Ethnicity
Incorrect
Marks for this submission: 0/1.
Question
26
Marks: 1
Mary is the textbook buyer for a local college. In the past, she
purchased books in bulk at the risk of having excess stock at the
end of the semester. Today, she purchases only enough
textbooks to satisfy the needs of each class, thus reducing
excess inventory. This change to the supply chain is an example
of which of the following processes?
Choose one answer.
a. Demand planning

16. b. Source planning
c. Outsource planning
d. Recycling
Incorrect
Marks for this submission: 0/1.
Question
27
Marks: 1
Denny and Pat operate a food truck specializing in hot
sandwiches. Recently, the cost of avocados has increased. This
cost change requires Denny and Pat to increase the price of
sandwiches that include avocados and guacamole. This is an
example of the effect of _______ on a company’s pricing
decisions.
Choose one answer.
a. customer demand
b. production costs
c. government regulation
d. climate change
Incorrect
Marks for this submission: 0/1.
Question

17. 28
Marks: 1
Denny and Pat operate a steak restaurant. Over the years, the
demographics of the surrounding community have changed to
include many young health-conscious families and fewer
patrons who favor steak dinners. The new residents prefer
lighter fare provided by competing restaurants in the area, and
sales at Denny and Pat’s steak house have decreased. This
scenario represents which stage of the product life cycle?
Choose one answer.
a. Introduction
b. Growth
c. Maturity
d. Decline
Incorrect
Marks for this submission: 0/1.
Question
29
Marks: 1
Denny and Pat have just started a new food truck business. They
set a pricing objective of _______ in their first quarter of
business. To do this, they plan to offer special meal deals for
discounted prices. They expect these discounted prices to bring
in many new customers.
Choose one answer.
a. increasing profits

18. b. increasing sales
c. maximizing market shares
d. All of these
Incorrect
Marks for this submission: 0/1.
Question
30
Marks: 1
A computer company with a new tablet computer introduces
their product at a price that is 10 to 20 percent greater than
other competing tablets in order to exploit consumer
anticipation for their new product. They believe that a
substantial number of customers will buy the new product at
this price to be among the first users of the new tablet. This is
an example of _______.
Choose one answer.
a. Penetration pricing
b. Price skimming
c. Price lining
d. Price bundling
Incorrect
Marks for this submission: 0/1.

19. Question
31
Marks: 1
Suggestions to improve the plight of e-tailers include the
following, except:
Choose one answer.
a. Think like your customer.
b. Keep it simple.
c. Don’t blow everything on advertising.
d. All of these
Incorrect
Marks for this submission: 0/1.
Question
32
Marks: 1
Developmental selling involves the following, except _______.
Choose one answer.
a. Creative salesperson 0/tangibles
b. Creative salesperson 0/intangibles
c. Indirect salesperson-involves
d. Inside order

20. Incorrect
Marks for this submission: 0/1.
Question
33
Marks: 1
What is/are the function(s) of the channel of distribution?
Choose one answer.
a. Bridge the gap between the producer and a product’s user,
whether the parties are located in the same community or in
different countries.
b. All channel institutional members are part of many channel
transactions at any given point.
c. There are instances when the best channel arrangement is
direct, from the producer to the ultimate user.
d. All of these
Incorrect
Marks for this submission: 0/1.
Question
34
Marks: 1
How are public relations and advertising different from one
another?
Choose one answer.
a. Advertising: the client, business owner, or advertiser controls
the message.

21. b. Public relations: the news medium actually controls the
editorial, timing and final story presentation.
c. Both A and B
d. None of these
Incorrect
Marks for this submission: 0/1.
Question
35
Marks: 1
The four dimensions of behavior examined to demonstrate the
channel’s exhibit behavior are:
Choose one answer.
a. Salesman, employee, executive, and vendor
b. Role, communication, conflict, and power
c. Communication, conflict, power, and service
d. Negotiation, communication, conflict, and power
Incorrect
Marks for this submission: 0/1.
Question
36
Marks: 1
_______ loom(s) as one of the most misunderstood and

22. mistrusted elements in marketing.
Choose one answer.
a. Advertising
b. Sales promotions
c. Public relations
d. All of these
Incorrect
Marks for this submission: 0/1.
Question
37
Marks: 1
Which marketing communication tactic acts out the company’s
message, with flair?
Choose one answer.
a. Humorous
b. Dramatization
c. Artistic
d. Straight sell
Incorrect
Marks for this submission: 0/1.

23. Question
38
Marks: 1
The _______ flow refers to the movement of the physical
product from the manufacturer through all the parties who take
physical possession of the product until it reaches the ultimate
consumer.
Choose one answer.
a. Product flow
b. Negotiation flow
c. Ownership flow
d. Information flow
Incorrect
Marks for this submission: 0/1.
Question
39
Marks: 1
The Disney Corporation proposed opening a Civil War theme
park. What was the overall result of this public relations
decision?
Choose one answer.
a. Effective
b. Ineffective

24. c. Neutral
d. Profitable
Incorrect
Marks for this submission: 0/1.
Question
40
Marks: 1
What are the four Ps of marketing?
Choose one answer.
a. Product, promotion, place, and price
b. Product, planning, promotion, place, and price
c. Planning, placement, preparation, and price
d. Price, product, planning, and promotion
Incorrect
Marks for this submission: 0/1.
Question
41
Marks: 1
Which of the following are NOT types of online social media?
Choose one answer.
a. Social networking sites
b. Blogs that enable content contributions

25. c. Downloadable corporate brochures
d. Both A and B
Incorrect
Marks for this submission: 0/1.
Question
42
Marks: 1
What might an effective marketing communication plan best
accomplish?
Choose one answer.
a. The implementation of a process to enable ongoing two-way
communication with customers
b. The provision of support scripts for technical service
consultants
c. A decreased flow of information to company employees
d. Overwhelming competing companies with comparative
disinformation
Incorrect
Marks for this submission: 0/1.
Question
43
Marks: 1
Which “P” was not considered as an aspect of social marketing?

26. Choose one answer.
a. Publics
b. Policy
c. Partnerships
d. Purpose
Incorrect
Marks for this submission: 0/1.
Question
44
Marks: 1
When attempting to empower customers, what action(s) might
be useful?
Choose one answer.
a. Refer customers to competitors so they can compare prices.
b. Invite customers to participate in the design of products.
c. Solicit feedback from your customers about product quality.
d. Both B and C
Incorrect
Marks for this submission: 0/1.
Question

27. 45
Marks: 1
If you were launching a cross-cultural marketing campaign, why
might you avoid using humor and sex as themes?
Choose one answer.
a. Use and acceptance of humor and sex themes vary
considerably between cultures.
b. Humor and sex themes are not effective in attracting
attention.
c. Public consideration of sex themes are universally
appropriate.
d. The specific use of humor transcends cultural differences.
46
Marks: 1
What should you do to succeed as a marketing intern?
Choose one answer.
a. Perform your duties as if you were already a full-time hired
professional.
b. Keep in mind it’s just a training position, not a real job.
c. Avoid working at non-profit organizations to avoid any
attached stigma.

28. d. Insist on special treatment since you are working for little
pay or free.
47
Marks: 1
What should you avoid posting on professional social
networking sites?
Choose one answer.
a. A comprehensive resume
b. Samples of your past projects
c. Testimonials from clients and employers
d. Family photographs and funny stories showing your personal
side
Incorrect
Marks for this submission: 0/1.
Question
48
Marks: 1
What skills are NOT essential for an entry-level marketing
professional?
Choose one answer.
a. Effective communication abilities
b. Creativity

29. c. Self-motivation
d. Product repair skills
Incorrect
Marks for this submission: 0/1.
Question
49
Marks: 1
What tactics might prevent you from succeeding as a marketing
intern?
Choose one answer.
a. Performing your duties as if you were marketing professional
b. Treating the position as a pointless career step rather than a
real job
c. Insisting on special treatment since you are working for little
pay or free
d. Both B and C
Incorrect
Marks for this submission: 0/1.
Question
50
Marks: 1
Should you avoid using social media such as Facebook and
Twitter for professional purposes?
Choose one answer.

30. a. Yes. Business people shouldn’t post on social networks not
meant for business use.
b. Yes. Other professionals in the field do typically not respect
social networks.
c. No. Most colleagues want to read about your personal affairs.
d. No. It’s common for companies to share updates and news
over social media.