Question 1

Brand _____ is a set of decisions about a brand's positioning in a marketplace.

Accepted Answer

A)  image 
B)  promotion 
C)  strategy 
D)  building 
E)  equity 
A)  image 
B)  promotion 
C)  strategy 
D)  building 
E)  equity C

Question 2

To the extent that entrepreneurs can predict the points of takeoff (optimism) and slowdown (pessimism) in the _____, they can better manage demand.

Accepted Answer

A)  sales cycle 
B)  marketing plan 
C)  customer journey 
D)  promotion plan 
E)  N one of these are correct. 
A)  sales cycle 
B)  marketing plan 
C)  customer journey 
D)  promotion plan 
E)  N one of these are correct. A

Question 3

With regards to the technology adoption/diffusion curve, in a tornado situation,

Accepted Answer

A)  the entrepreneur's most important job is to give the customer a compelling reason to buy. 
B)  there is more demand than a company can possibly manage. 
C)  the technology abruptly stops selling. 
D)  customer demand fluctuates wildly. 
E)  innovators and early adopters are the only ones with an interest in the technology. 
A)  the entrepreneur's most important job is to give the customer a compelling reason to buy. 
B)  there is more demand than a company can possibly manage. 
C)  the technology abruptly stops selling. 
D)  customer demand fluctuates wildly. 
E)  innovators and early adopters are the only ones with an interest in the technology. B

Question 4

Which of the following is one of the biggest problems with most marketing plans?

Accepted Answer

A)  They fail to identify the benefits offered to customers . 
B)  T hey fail to take the customer relationship into account . 
C)  They are driven primarily by the effort to overcome customer complaints. 
D)  T hey are not followed long enough to achieve the desired results. 
E)  N one of these are correct. 
A)  They fail to identify the benefits offered to customers . 
B)  T hey fail to take the customer relationship into account . 
C)  They are driven primarily by the effort to overcome customer complaints. 
D)  T hey are not followed long enough to achieve the desired results. 
E)  N one of these are correct.

Question 5

It has been reported that _____ percent of a company's business comes from current customers and of those customers, _____ percent will be the source of most of the company's profits.

Accepted Answer

A)  50; 25 
B)  60; 40 
C)  65; 20 
D)  75; 30 
E)  75; 25 
A)  50; 25 
B)  60; 40 
C)  65; 20 
D)  75; 30 
E)  75; 25

Question 6

A payment model where the advertiser pays based on some manner of conversion such as a sale or site registration is known as

Accepted Answer

A)  cost-per-impression. 
B)  the conversion rate. 
C)  cost-per-action. 
D)  cost-per-click. 
E)  pay per lead. 
A)  cost-per-impression. 
B)  the conversion rate. 
C)  cost-per-action. 
D)  cost-per-click. 
E)  pay per lead.

Question 7

Briefly explain the similarities and differences between advertising and promotion.

Accepted Answer

Advertising and promotion are both used

Question 8

Briefly describe two of the five adopter groups.

Accepted Answer

Students may choose to describe any two

Question 9

Explain the importance of building relationships with customers.

Accepted Answer

Today, retaining and maintaining current

Question 10

Which of the following factors does NOT play a role in the rate at which a new product is adopted across the various customer segments?

Accepted Answer

A)  U sability 
B)  P erceived benefit 
C)  L earning curve 
D)  Switching costs 
E)  C ustomer relationship 
A)  U sability 
B)  P erceived benefit 
C)  L earning curve 
D)  Switching costs 
E)  C ustomer relationship

Question 11

A well-written paragraph of a marketing plan includes all of the following EXCEPT the

Accepted Answer

A)  company's convictions and identity. 
B)  benefits of the product/service. 
C)  ta rget market. 
D)  market niche. 
E)  sales forecast. 
A)  company's convictions and identity. 
B)  benefits of the product/service. 
C)  ta rget market. 
D)  market niche. 
E)  sales forecast.

Question 12

_____ are the group of customers who tend to purchase a product only if they absolutely have to.

Accepted Answer

A)  Early adopters 
B)  The  early majority 
C)  The late majority 
D)  Laggards 
E)  Innovators 
A)  Early adopters 
B)  The  early majority 
C)  The late majority 
D)  Laggards 
E)  Innovators

Question 13

Building brand equity requires that customers form an emotional attachment to the brand.

Accepted Answer

A) True 
 B)False

Question 14

An effective press release should contain all of the following EXCEPT

Accepted Answer

A)  the release date. 
B)  the name of the person to contact for more information. 
C)  a phone number. 
D)  a customer referral. 
E)  a note explaining briefly why the release was sent. 
A)  the release date. 
B)  the name of the person to contact for more information. 
C)  a phone number. 
D)  a customer referral. 
E)  a note explaining briefly why the release was sent.

Question 15

With the rise in technology, which of the following is NOT one of the expectations of consumers?

Accepted Answer

A)  They want to interact with anyone, anytime, and anywhere in the easiest way possible. 
B)  They want to be able to do new things with new information in new ways. 
C)  They expect everything to be targeted to their precise needs, so they can have the unique experience they want. 
D)  They want advertising to provide them with instructions for use of a new product. 
E)  They expect their needs to be fulfilled easily with no learning curve. 
A)  They want to interact with anyone, anytime, and anywhere in the easiest way possible. 
B)  They want to be able to do new things with new information in new ways. 
C)  They expect everything to be targeted to their precise needs, so they can have the unique experience they want. 
D)  They want advertising to provide them with instructions for use of a new product. 
E)  They expect their needs to be fulfilled easily with no learning curve.

Question 16

List some various ways to attract customers to a website.

Accepted Answer

There are many effective ways to attract

Question 17

Advertising and promotion are interchangeable terms because they have the same objectives.

Accepted Answer

A) True 
 B)False

Question 18

The American Marketing Association defines the term _____ as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct" from other sellers.

Accepted Answer

A)  advertising 
B)  equity 
C)  brand 
D)  domain 
E)  endorsement 
A)  advertising 
B)  equity 
C)  brand 
D)  domain 
E)  endorsement

Question 19

A _____ is one of the best places to negotiate with sales representatives and to gather contact information for a mailing list.

Accepted Answer

A)  website 
B)  blog 
C)  social media platform 
D)  retail store 
E)  trade show 
A)  website 
B)  blog 
C)  social media platform 
D)  retail store 
E)  trade show

Question 20

Briefly discuss search engine marketing (SEM) and search engine optimization (SEO).

Accepted Answer

SEM and SEO are tools for increasing the

Brand _____ is a set of decisions about a brand's positioning in a marketplace.

To the extent that entrepreneurs can predict the points of takeoff (optimism) and slowdown (pessimism) in the _____, they can better manage demand.

With regards to the technology adoption/diffusion curve, in a tornado situation,

Which of the following is one of the biggest problems with most marketing plans?

It has been reported that _ percent of a company's business comes from current customers and of those customers, _ percent will be the source of most of the company's profits.

A payment model where the advertiser pays based on some manner of conversion such as a sale or site registration is known as

Briefly explain the similarities and differences between advertising and promotion.

Briefly describe two of the five adopter groups.

Explain the importance of building relationships with customers.

Which of the following factors does NOT play a role in the rate at which a new product is adopted across the various customer segments?

A well-written paragraph of a marketing plan includes all of the following EXCEPT the

_____ are the group of customers who tend to purchase a product only if they absolutely have to.

Building brand equity requires that customers form an emotional attachment to the brand.

An effective press release should contain all of the following EXCEPT

With the rise in technology, which of the following is NOT one of the expectations of consumers?

List some various ways to attract customers to a website.

Advertising and promotion are interchangeable terms because they have the same objectives.

The American Marketing Association defines the term _____ as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct" from other sellers.

A _____ is one of the best places to negotiate with sales representatives and to gather contact information for a mailing list.

Briefly discuss search engine marketing (SEM) and search engine optimization (SEO).

Understanding Entrepreneurship

Preparing for the Entrepreneurial Journey

Creating Opportunity

Analyzing the Industry and Market

Developing and Testing a Business Model

Prototyping and Validating a Solution

Protecting the Startups Assets

Building the Founding Team

Calculating Startup Capital Requirements

Preparing a Business Plan

Designing an Entrepreneurial Organization

Planning Startup Operations

Choosing the Legal Form of Organization

Incorporating Ethics and Social Responsibility Into the Business

Funding Startup and Growth

Planning for Growth and Change

Filters

Exam 14: Developing a Startup Marketing Plan

Brand _____ is a set of decisions about a brand's positioning in a marketplace.

To the extent that entrepreneurs can predict the points of takeoff (optimism) and slowdown (pessimism) in the _____, they can better manage demand.

With regards to the technology adoption/diffusion curve, in a tornado situation,

Which of the following is one of the biggest problems with most marketing plans?

It has been reported that _____ percent of a company's business comes from current customers and of those customers, _____ percent will be the source of most of the company's profits.

A payment model where the advertiser pays based on some manner of conversion such as a sale or site registration is known as

Briefly explain the similarities and differences between advertising and promotion.

Briefly describe two of the five adopter groups.

Explain the importance of building relationships with customers.

Which of the following factors does NOT play a role in the rate at which a new product is adopted across the various customer segments?

A well-written paragraph of a marketing plan includes all of the following EXCEPT the

_____ are the group of customers who tend to purchase a product only if they absolutely have to.

Building brand equity requires that customers form an emotional attachment to the brand.

An effective press release should contain all of the following EXCEPT

With the rise in technology, which of the following is NOT one of the expectations of consumers?

List some various ways to attract customers to a website.

Advertising and promotion are interchangeable terms because they have the same objectives.

The American Marketing Association defines the term _____ as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct" from other sellers.

A _____ is one of the best places to negotiate with sales representatives and to gather contact information for a mailing list.

Briefly discuss search engine marketing (SEM) and search engine optimization (SEO).

Understanding Entrepreneurship

Preparing for the Entrepreneurial Journey

Creating Opportunity

Analyzing the Industry and Market

Developing and Testing a Business Model

Prototyping and Validating a Solution

Protecting the Startups Assets

Building the Founding Team

Calculating Startup Capital Requirements

Preparing a Business Plan

Designing an Entrepreneurial Organization

Planning Startup Operations

Choosing the Legal Form of Organization

Incorporating Ethics and Social Responsibility Into the Business

Funding Startup and Growth

Planning for Growth and Change

Filters

It has been reported that _ percent of a company's business comes from current customers and of those customers, _ percent will be the source of most of the company's profits.