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MKT-315 Final Exam Review Flashcards | StudBud
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MKT-315 Final Exam Review
MKT-315 Final Exam Review
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1
The method for creating a promotional budget by comparing the promotional activities of competitors is known as:
Creative Process
Messaging
Advertising
Competitive Parity
2
Messaging is all of the following EXCEPT...
no longer regularly used in marketing.
related to positioning.
the way an organization communicates something to a target audience,
an approved set of key points or messages.
3
Field of experience includes all of the following EXCEPT:
includes receivers attitudes and values,
consumers' attitudes.
includes receivers experiences and perceptions,
significantly impacts how consumers receive messages,
4
Internet based media includes all of the following EXCEPT:
search engine ads, optimization, IOT, advocacy
micro-targeting, all budgets, pattern identification, big data
social media, retargeting, real time analytics
direct mail, transit media, point of sale
5
Web analytics include all of the following EXCEPT:
time on site.
bounce rates.
website visits.
email lists.
6
Personal selling includes all of the following EXCEPT:
consultations and in-store assistance.
inside sales and sales associates.
opinion surveys, TV commercials, and BOGO.
customer service.
7
Strategically setting a lower-than-market price in order to promote the brand and gain market share over a longer period
Penetration pricing
An unfair marketing tactic.
Friedman's Maxim
Elasticity of Demand
8
Coupons, samples, contests, rebates, and gifts with purchase are examples of:
sales promotions.
direct marketing.
digital marketing.
public relations.
9
Communications that can be personalized and highly targeted to a list or database to elicit a measurable response is:
field of experience.
noise.
advertising.
direct marketing.
10
Personal selling depends on...
trained personnel, methods and processes for conducting sales, management.
B2C.
straight forward fulfillment and payment processes.
B2B.
11
SEO, email marketing, digital ads, website optimization and social media are examples of:
digital marketing.
a promotional mix.
direct marketing.
personal selling.
12
The various advertising channels used are referred to as the...
Chex mix.
traditional media.
specialized media.
media mix.
13
Samples of a product are:
a form of rebates.
a distribution strategy.
cash returned to the consumer.
trial sizes that are given away.
14
Pricing includes all of the following EXCEPT...
Making decisions to maximize profits
Discounts and promotions
Setting proper rates to businesses to make a profit
Consumers demographic information
15
Noise is any communication that can prevent a marketing message from being received by the target audience.
False
True
16
Executing is defined as:
work that transforms the creative ideas into promotional tactics.
allocating all available monies.
the ability to present messages in a new way.
comparing special offers and/or discounts.
17
Frequency includes all of the following EXCEPT:
succesive ads.
the work that goes into transforming the creative ideas.
the number of ads that are to be communicated.
is a basic measurement of advertising.
18
Search engine marketing includes all of the following EXCEPT:
a combination of SEO and PPC under one umbrella term.
targeting how search engines display a website to users.
the main areas of digital marketing.
a landing page.
19
Contests are...
used to incentivize consumers to enter for a drawing to win merchandise.
the central element of the message.
special time-limited offers or discounts of small value.
products, services, or brands that involve appeal.
20
Pricing metrics define the terms of exchange — what exactly will the buyer receive per unit of price paid.
Can you please repeat the question?
Ummmm?
False
True
21
Communications using media, such as television, radio, newspaper, and magazines that reach large markets is...
Advertising
Noise
Direct marketing
Decoding
22
Direct marketing includes all of the following EXCEPT:
telemarketing.
commercials and newspaper ads.
catalogs.
postal mail.
23
Loss Leader is...
An item sold at less-than-market price, often below cost, to lure in buyers
items are sold below cost to stimulate sales for more profitable goods.
A measure of price sensitivity
Both A and C
24
Buying and reselling physical goods and taking business risks associated with ownership of goods:
Wholesaler function
Sales function
Transactional function
Utility function
25
An amount that the advertiser is charged each time a search ad is clicked on by a user is known as the...
penalty.
cost-per-click.
click-through-rate.
cost-per-thousand.
26
The "close" includes:
technology used to aid the sales team.
the company's sales funnel.
asking the customer for their business and ends the transaction.
methods of the sales team.
27
Odd Even Pricing is...
An example of fraudulent marketing.
A tactic used to create demand.
A psychological influence on consumers.
A theory created to drive up prices.
28
A custom approach to selling, which takes into account the type of customer, sales situations & feedback received is:
adaptive selling.
the personal selling process.
the sales management approach.
consultative selling.
29
Optimal pricing set by marketers in order to maximize revenues and minimize costs is an example of a(n):
a discount or promotion
social responsibility
pricing strategy
branding opportunity
30
Advertising includes all of the following except:
inside sales.
radio spots and media vehicles.
TV commercials.
newspaper and magazine ads.
31
A landing page is a:
measurement of bounce rates.
a combination of SEO and PPC under one umbrella term.
targeted web pages created to sell a specific product or service.
a measurement of online activities.
32
A measure of the effects of an advertising promotion is the:
rebate.
pull population.
push population.
reach.
33
The cost-per-thousand rate is defined as:
internet marketing.
the price of 1,000 advertisement impressions on one webpage.
digital content that typically range from 300 to 2,000 words.
an amount that the advertiser is charged each time a search ad is clicked.
34
Pricing strategies include all of the following EXCEPT:
Cost-Based Pricing
Net-income based pricing
Value-Based Pricing
Competitive Pricing
35
Integrated Marketing Communications includes all of the following except...
tactical coordination of marketing communications.
financial and strategic integration within the organization.
key points or messages an organization uses to communicate.
scope of marketing communications and application of information technology
36
Sales Force Automation is:
a custom or tailored approach to selling.
an approach that focuses on creating value and trust with the prospect.
the methods of the sales executive leading the team.
the technology used to aid the sales team in their sales efforts.
37
Substitutes, complements, number of buyers & sellers, necessity, portion of budget & time perspectives are the:
effects on demand at different prices, availability and substitutes.
five determinants of elasticity.
effects on the number of buyers and sellers.
effects on the budget and time perspectives.
38
A form of promotion in which a sales person engages a prospective customer for the purpose of completing a transaction:
order getting.
order taking.
advertising.
personal selling.
39
This device conveys a special time-limited offer or discount of a small value...
a message.
a contest.
an appeal.
a coupon.
40
A company or brand that sends a message to consumers is the...
receiver.
source.
encoder.
decoder.
41
The steps to master IMC include all of the following EXCEPT:
tactical coordination of marketing communications.
scope of marketing communications and application of information technology
financial and strategic integration within the business.
messaging about how an organization talks about itself.
42
Businesses that do not take ownership of products but represent their interests are known as ...
Intermediaries
Agents
Facilitators
Brokers
43
Used to determine the effects on demand at different prices.
Price Elasticity
Demand Curve
Odd Even Pricing
Break-even Analysis
44
The elimination of intermediaries in a distribution channel is the definition of ...
logistic function.
disintermediation.
form utility.
a facilitating function.
45
A button or phrase that incentivizes users to complete the desired action, such as make a purchase or click on a link is
blog.
click-through-rate.
drip campaign.
call to action.
46
Utility is defined as:
a transactional function.
The usefulness or enjoyment a consumer can get from a service or good.
Enabling the movement of merchandise.
Taking business risks associated with the ownership of goods.
47
The creative process includes all of the following EXCEPT:
the central element of the message, including any promotional offer.
messages that are appropriate to the company, product, service or brand.
the ability to present messages in fresh and unique ways.
messages that involve the appeal and execution.
48
An individual who is part of the target audience for the message is the...
receiver.
source.
decoder.
encoder.
49
A common style of email, wherein an organization sends out an automated series of emails for a specific number of days:
Digital Marketing
Drip Campaign
Blog
A/B Testing
50
The sales management process involves all of the following EXCEPT:
The formulation of a strategic sales program.
three interrelated processes.
implementation of the sales program.
an approach that focuses on creating value and trust with the prospect.
51
This refers to the media communications designed to entice consumers to visit the retailer:
pull strategy.
premiums.
order takers.
order getters.
52
Wholesalers are responsible for all of the following EXCEPT:
warehousing and transporting products.
buying and reselling physical goods.
work within the distribution channel as intermediaries
enabling the movement of merchandise from manufacturers to retailers.
53
Approach that focuses on creating value & trust with the prospect & exploring their needs before offering a solution is:
adaptive selling
prospecting
consultative selling
personal selling
54
Specialized media includes direct mail, transit media, mass awareness, and precise timing.
True
False
55
A promotional budget includes...
products and services are complex or highly technical.
pricing negotiations.
funding to ensure that promotional communications are created & distributed
a gift that encourages a consumer to purchase a good or service.
56
A method or structure in which a company sets up two or more sales & marketing channels to reach customer segments is:
a retail system.
an omni-channel distribution system.
a wholesaler system.
a multi-channel distribution system.
57
The personal selling process...
generates a constant flow of customer leads.
involves a face to face interactions with the customer.
is a custom or tailored approach to selling.
includes methods of the sales executive leading the team.
58
A metric that measures the number of clicks advertisers receive on their ads per number of impressions is a...
cost-per-click.
blog.
call to action.
click-through-rate.
59
A business has three main objectives that affect how it makes pricing decisions to maximize profits. They are:
Growth, employee opinion and advertising.
Social factors, employee opinion and profits.
Employee opinion, revenue and growth.
Revenue, growth and social factors.
60
Paraphrased as the "social responsibility of business is to make a profit"...
Demand Curve
Ethical branding
Break-even Analysis
Friedman's Maxim
61
Efforts of the distribution chain to provide the products and services and the necessary in-store support is the:
sample strategy.
pull strategy.
reach strategy.
push strategy.
62
Strategically setting higher-than-market price in order to take advantage of profits in the beginning of the life cycle
cost-based pricing
setting a regular price
Skimming pricing
a strategy based on the profit equation
63
Order takers include all of the following except...
sales people that are not actively selling to perspective customers.
retail environments.
pricing negotiations.
straightforward payment processing.
64
How an organization talks about itself and the value it provides is called...
soliciting.
messaging.
branding.
advertising.
65
The purpose of the media mix is to:
create large budget marketing campaigns.
use search engine ads.
amplify the message and raise awareness of the product.
gather data about consumers.
66
Generating a constant flow of customer leads into the company’s sales funnel is considered to be:
the approach process.
consultative selling.
sales force automation.
prospecting.
67
The process of ensuring that the message fits the media and conveys the intended information and motivation is:
encoding.
direct marketing.
decoding.
advertising.
68
Brokers are responsible for ...
requiring that retailers make changes to their products.
developing the supply chain of a product.
the elimination of intermediaries.
aggregating the sellers’ offerings and presenting them to larger buyers.
69
Elasticity of demand includes all of these factors EXCEPT...
A relationship between adjustments in price & the quantity demanded
Strategically setting a lower-than-market price to promote sales
The more substitutes available, the more elastic the demand
A measure of price sensitivity
70
Newspapers, magazines, radio, TV, massive reach, broad groups and 1-way flow are all forms of:
elasticity.
traditional media.
retailing.
digital media.
71
Decoding is ...
communications that can be personalized and highly targeted.
a secret spy tactic.
the process of ensuring that the message fits the media.
the act of interpreting the message.
72
A/B testing includes all of the following EXCEPT:
the process of creating two (or more) versions of digital marketing assets.
emails, webpages, and ads.
the price of 1000 advertisement impressions on one website.
the amount an advertiser is charged each time a search ad is clicked.
73
Warehousing and transporting goods from one place to another are all a part of ...
Logistical function
form utility
operations
manufacturing
74
Opinion surveys, prep & reputation management, generating publicity, media interviews and press releases are examples of
a promotional mix.
sales promotions.
public relations.
personal selling.
75
Time, place, possession, and form are all forms of...
Utility
Wholesalers
Transactional function
Distribution
76
A method marketers use when forming the promotional budget that considers all marketing initiatives is the...
premiums.
hierarchy of effects.
objective and tasks.
percentage of sales.
77
“The art of gaining the top positions in the search engines" is:
search engine optimization (SEO)
includes a landing page.
search engine marketing
measures online activities.
78
A broad term that applies to all forms of marketing that inform & persuade a consumer to purchase the product is:
promotion.
survey.
sale.
rebate.
79
A break-even analysis consists of...
Takes into consideration fixed and variable costs, selling prices, volume
Is calculated to see how much revenue is needed to cover costs.
The point where average revenue is equal to average total costs.
A, B and C
80
Cash returned to the consumer after retail purchases when the consumer submits a rebate form and proof of purchase is a:
rebate.
promotion.
reach.
sample.
81
Appeal is defined as:
The ability to present messages in fresh and unique ways.
The work that goes into transforming the creative ideas.
The central element of the message, including any promotional offer.
The number of ads that are to be communicated in successive ads.
82
Small businesses allocating all the money they have available is known as:
"All You Can Afford"
"Executing"
"Competitive Parity"
"Creative Process"
83
Facility function may include all of the following EXCEPT:
marketing for supply chain partners
grading and categorizing goods
financing with access to capital and credit
manufacturing and storing goods
84
Order getters include all of the following EXCEPT:
price negotiations.
are highly complex and technical.
sales people responsible for finding prospective customers.
B2C (retail environments).
85
The method for creating a promotional budget that estimates future spending based on past percentage of sales:
promotional budget.
hierarchy of effects.
percentage of sales.
objectives and tasks.
86
Tactical coordination of marketing communications requires marketers to ensure that a single message is being delivered:
through messaging.
through a target audience.
through each of the promotional mix elements being deployed in campaign.
through advertising.
87
This concept depicts the consumer passing through various steps in sequential order:
Promotional Budget
Objectives and Tasks
Hierarchy of Effects
Pull Strategy
88
A premium is defined as:
a promotional budget.
a gift that encourages a consumer to purchase a good or service.
pull strategy.
a small value discount.
89
Digital content that typically ranges from 300 to 2,000 words with a call-to-action, headline, images is a...
blog.
A/B testing.
call to action.
drip campaign.
90
Using a variety of psychological methods by taking into consideration theories of consumer behavior is a component of...
pricing strategy
price point analysis
measuring profit or loss
determining value of a product
91
The net income derived from sales after a business pays all its costs and expenses is...
the profit equation.
the profit margin.
the return on investment.
the gain from investment.
92
A marketing mix includes all of the following EXCEPT:
sales promotions, advertising and public relations.
direct and digital marketing.
personal selling.
strategies to plan a marketing budget.
