Deck 6: CLEP: Marketing

Question 1

B2B
-According to researchers, there are five business-to-business relationship features that impact marketing:

A)Trust, distance, commitment, influence, loyalty
B)Commitment, bonds, information sharing, influence, loyalty
C)Trust, distance, commitment, bonds, information sharing
D)Trust, distance, strategy, stakeholders, segmentation
E)Commitment, bonds, information sharing, segmentation, ethno-diffusion

Answer 1

C
According to researchers, there are five business-to-business relationship features that impact marketing: trust, distance, commitment, bonds, information sharing. Trust in business-to-business relationships embodies such qualities as benevolence, honesty, and competence. Distance in these relationships is due to a number of factors, including social, cultural, technological, and geographical. Commitment refers to inputs and outputs in the relationship, while bonds can be social, structural, or economic. Finally, information sharing involves mutual disclosure of business-related information.

Question 2

B2B
-Unlike consumer markets, where brand awareness occurs through extensive advertising, business-to-business companies are more likely to build brand image through------ .

A)Gatekeeper relationships
B)Logistics branding
C)Cold calling
D)Personal contacts in buyer-seller relationships
E)Advanced advantage

Answer 2

D
Unlike consumer markets, where brand awareness occurs through extensive advertising, business-to-business companies are more likely to build brand image through personal contacts in buyer-seller relationships. Personal contacts in business marketing occur through personnel with differing roles and decision-making capacities. Both buyer and seller in business marketing are concerned about their organization's goals and profitability. Additionally, economic and functional benefits are gained from business marketing relationships.

Question 3

B2B
-Managers use------------to organize decision-making roles in a company and to further expand on the multifunctional nature of business-to-business marketing.

A)Strategy development
B)Data analysis
C)Organizational charting
D)Responsibility charting
E)Growth forecasting

Answer 3

D
Managers use responsibility charting to organize decision-making roles in a company and to further expand on the multifunctional nature of business-to-business marketing. Different functional areas in an organization (e.g., sales, administration, etc.) play different roles in making business marketing decisions. For example, the role of "responsible" decision maker could be a manager who has explored alternatives and made comparative analyses among companies. The role of "approve" may be another manager with the ultimate authority to approve or reject a business proposal.

Question 4

B2B
-Sony created a 5-minute promotional video of its upcoming action film based on a video game. The company sent it to video game stores and chains across the country in a(n)------ campaign.

A)Social media marketing
B)Direct mail marketing
C)Niche business marketing
D)Online marketing
E)Outdoor advertising

Question 5

B2B
-Marketing strategies must take cultural variation into account, especially in business-to-business dealings. While receiving a small gift is accepted in Japan, doing so in Germany may be construed as------ .

A)Bribery
B)Facilitation
C)Expediency
D)Fierce competitiveness
E)Cultural nuance

Question 6

B2B
-International marketers conduct a great deal of their business-to-business deals with governments. As a buyer, governments offer many advantages to a seller except

A)Gaining enormous returns
B)Access to legislative channels
C)Significant bureaucratic processes
D)Purchase of goods and services in large quantities
E)Ease of transport facilitation

Question 7

B2B
-Rupert's Technology is a software development company that produces educational software for private and public organizations. The company is especially well-known for its capability to observe changes in the market and how customers respond to marketing efforts, which is referred to as------ .

A)Market-linking capability
B)Research-sensing capability
C)Market-sensing capability
D)Customer-linking capability
E)Control-system capability

Question 8

B2B
-Business marketing strategies are increasingly encouraging partnership-type engagements between businesses. These engagements include:

A)Customized products and services
B)Reliable support services
C)Ongoing information services
D)Product decisions alignment
E)All of the above

Question 9

B2B
-The production of a Toyota Prius involves over 100 suppliers or business marketers. The consumer demand for the car triggers------ demand.

A)Linked
B)Derived
C)Fluctuating
D)Stimulating
E)Controlled

Question 10

B2B
-3M's marketing campaigns emphasize its role in improving but not manufacturing products. This is an example of------, whereby a company reaches for the final consumer despite not selling or dealing with that consumer directly.

A)Stimulating demand
B)Fluctuating demand
C)Derived demand
D)Indirect demand
E)Contingent demand

Question 11

B2B
-In classifying goods in the business market, the following are foundation goods EXCEPT

A)Office equipment
B)Light factory equipment
C)Raw steel
D)Building and land rights
E)Fixed equipment

Question 12

B2B
-A local shopping center requires recurring purchases of cleaning supplies, which it buys from a local supplier. Since the quantities and types are always known, the interaction is completed with little paperwork or need for reevaluation in what is referred to as------ .

A)Task reselling
B)Old task selling
C)Straight rebuy
D)Old task buying
E)Mediated rebuy

Question 13

B2B
-Successful marketing to a business requires a thorough understanding of roles in the company's buying center. A------ is an individual who controls the flow and type of product information that is available to others in the buying center.

A)Decider
B)Influencer
C)User
D)Initiator
E)Gatekeeper

Question 14

B2B
-A hospital places an order for its customary human resources software upgrade with a new specification for management reports. This is an example of a------ .

A)Specified rebuy
B)Straight rebuy
C)Modified rebuy
D)Upgraded rebuy

Question 15

B2B
-In its promotional materials, a PET Scan distributor notes that sales specialists will offer------ to provide account management through personal visits.

A)Field support
B)Prospecting
C)Personal selling
D)Administrative support
E)Cold calling

Question 16

B2B
-In business-to-business interaction, supplies that are needed for operations, as well as maintenance, advisory, and logistical support services, are referred to as

A)Facilitating products
B)Intermediary products
C)Accessory products
D)Foundation products
E)Entering products

Question 17

Branding
-The GAP Company purchases swimwear in bulk from several manufacturers and places its brand name on the products in what is termed------ .

A)Co-branding
B)Bulk purchase branding
C)Private branding
D)Collective branding
E)Partnership branding

Question 18

Branding
-Google is considered a pioneer in offering its employees flexible working arrangements and other perks in what is termed------ .

A)Employer loyalty
B)Employee benefits package
C)Employer signature
D)Employer brand
E)Employee loyalty

Question 19

Branding
-In its annual fundraising campaign launch in workplaces, the United Way makes sure that its logo, company information, and pamphlets are found in many places in what is referred to as------ .

A)Brand destiny
B)Brand implementation
C)Brand promise
D)Brand exposure
E)Brand launch

Question 20

Branding
-Material, shape, typography, color, and composition are all elements of------ .

A)Cultural symbolism
B)Corporate symbolism
C)Brand symbolism
D)Brand signage
E)Visual brand language

Question 21

Branding
-A------------is the exclusive right held by companies to use a brand or a portion of a brand.

A)Brand promise
B)Copyright
C)Brand value
D)Brand symbol
E)Co-branding

Question 22

Branding
-Despite the widespread success of its products, a small, local company that specializes in preserving fruit has not trademarked its brand, which means that it faces the possibility of its products holding------.

A)Generic product names
B)Trademarked product names
C)Copyrighted product names
D)Co-branded product names
E)Poorly copyrighted names

Question 23

Branding
-Brand value is shaped and determined on an ongoing basis by

A)Societal relevance
B)Trusted reputation
C)Organizational commitment
D)Financial contribution
E)All of the above

Question 24

Branding
-A------ is a company's collection of categories, brands, products, and services.

A)Brand equity
B)Investment portfolio
C)Brand portfolio
D)Brand value
E)Subordinate portfolio

Question 25

Branding
-The Heinz brand and The Johnson & Johnson Co. brand represent------.

A)Geographic branding
B)Family branding
C)Hospitality branding
D)Cultural branding
E)Local market branding

Question 26

Branding
-GrowIt collaborated with Nestle to develop a new line of healthy fruit and vegetable juices called "Healthy Drinks." Healthy Drinks is thus considered a

A)Licensed brand
B)Organic brand
C)Specialty brand
D)Multi-brand
E)Co-brand

Question 27

Branding
-Customers are much more likely to recognize a company's------than its specific products or services.

A)Advertising
B)Brands
C)Spokespeople
D)Slogan

Question 28

Branding
-Marketers design brands to address the unique needs of customers in the marketplace in what is termed------ .

A)Brand portfolio
B)Brand segmentation
C)Brand growth
D)Brand building
E)Brand architecture

Question 29

Branding
-Donna Karan's Home Collection is a collection of home accessories, such as bedding, bath, and other home essentials. This Home Collection by the clothing designer is an example of a(n)------ .

A)House of brands
B)Branded house
C)Endorsed brand
D)Sub-brand
E)Sponsored brand

Question 30

Branding
-Companies such as Apple or GAP develop and build the reputation of a corporate brand, which serves as a primary name for all products and services offered by the company because it is------ .

A)A convenient identity across many products
B)Cost-effective in marketing communications
C)An enhancement of brand value
D)A consistent brand image
E)All of the above

Question 31

Branding
-A strong performing company invests in building a strong brand by doing the following except------ .

A)Extending lines in the same product category
B)Co-sponsorship
C)Stretching brands vertically
D)Extending brands into different product categories
E)Co-branding

Question 32

Branding
-Kashi Cereals began with a single cereal product and is now offering 8 different cereals with a range of additions, including raisins and flax seeds. This is an example of a------ .

A)Brand stretching
B)Brand extension
C)Product extension
D)Line extension
E)None of the above

Question 33

Branding
-Marketers at a large multinational corporation are reevaluating the company's brand following acquisition of a new group of companies. Particularly, they are interested in redefining the company's core characteristics and overall vision, also referred to as------.

A)Brand extension
B)Brand destiny
C)Brand architecture
D)Brand portfolio
E)Brand personality

Question 34

Branding
-Brand destiny is composed of the following except------ .

A)Ultimate dream
B)Values
C)Architecture
D)Creating value
E)Personality

Question 35

Branding
-Companies must develop their brand through a number of sequential steps as follows:

A)Research the current situation; Envision an ideal future; Combine strategy and innovation
B)Research the current situation; Combine strategy and innovation; Envision an ideal future
C)Combine strategy and innovation; Envision an ideal future; Research the current situation
D)Develop a business plan; Combine strategy and innovation; Envision an ideal future
E)Combine strategy and innovation; Envision an ideal future; Develop a business plan

Question 36

Branding
-The Toyota symbol and McDonald's golden arches are referred to as a------.

A)Brand architecture
B)Brand equity
C)Brand mark
D)Brand name
E)Brand destiny

Question 37

Communications
-When Honda launched its Civic Hybrid brand, it developed a(n)------ marketing plan that included car and trade publications, online advertisements, and 30-second television spots.

A)Integrated
B)Mixed
C)Diverse
D)Exclusive
E)Specialized

Question 38

Communications
-A------ program is one method to build relationships with customers and increase the likelihood of future and continued engagement.

A)Family brand
B)Benchmarking
C)Promotional
D)Loyalty
E)Behavior monitoring

Question 39

Communications
-When developing a marketing communications plan, it is important to include the following implementation decisions except

A)Influencing consumer behavior
B)Mixing elements
C)Creating messages
D)Selecting desired media
E)Establishing plan momentum

Question 40

Communications
-"Out of sight, out of mind" occurs with customers if a company does not maintain brand marketplace presence. To avoid this, a marketing communications plan should emphasize

A)Franchising
B)Online presence
C)Momentum
D)Celebrity endorsement
E)Pass strategy

Question 41

Communications
-To gauge the effectiveness of a marketing communications plan, an evaluation is recommended to examine the following factors except

A)Consumer attitude toward brand
B)Buying intentions
C)Brand awareness
D)Message comprehension
E)Absolute advantage

Question 42

Communications
-When marketing communication tools are used together, their combined effect may exceed the sum of their individual effects, a phenomenon referred to as

A)Endurance
B)Synergy
C)Pipeline effect
D)Salience
E)Slippage

Question 43

Communications
-Soaring Heights, Inc. is a company that offers an extreme holiday package. Vacationers can experience water rafting and other risky sports and adventure activities, which are classified as------ needs in some consumers.

A)Risk-taking
B)Experiential
C)Non-functional
D)Adventurous
E)Symbolic

Question 44

Communications
-In the late 1990s, Disney and Universal both began to offer advertising opportunities to marketers.------ led to brands appearing in movie scenes, such as an actor drinking juice from a bottle with the brand name clearly visible to an audience.

A)Innovative placement
B)Product placement
C)Social marketing
D)Brand placement
E)Creative marketing

Question 45

Communications
-The function of marketing communications is exemplified by the following four fundamental decisions:

A)Behavior change, targeting, evaluation, budgeting
B)Segmentation, evaluation, budgeting, objective creation
C)Segmentation, behavior change, objective creation, budgeting
D)Targeting, positioning, objective creation, budgeting
E)Behavior change, positioning, objective creation, budgeting

Question 46

Communications
-Marketing communications experts explore what influences consumers' purchasing habits and how they respond to marketing campaigns. The following are measurable characteristics of these consumers except

A)Demographics
B)Geodemographics
C)Biographics
D)Behaviorgraphics
E)Psychographics

Question 47

Communications
-In an integrated marketing communications plan, it is important to position brands to consumers by appealing to their current needs or future problems, which are referred to as------ .

A)Problematic needs
B)Consumer needs
C)Functional needs
D)Functional problems
E)Consumer problems

Question 48

Communications
-To be useful in influencing consumers' future purchasing behavior, the gathered psychographic and demographic information should be------ .

A)Predictive
B)Reflective
C)Minimal
D)Relevant
E)Specific

Question 49

Communications
-High Seas Co., a fishing supplies company, commissions a marketing communications firm to explore the unique psychographic quality of their target audience. They are likely to describe this audience as

A)Middle-aged fishers
B)Elderly and retired
C)Yuppie student
D)Global explorer
E)Fly-fishing enthusiasts

Question 50

Communications
-In geodemographic targeting, "White Picket Fences" refers to

A)Stand-alone home dwellers
B)US middle-income households
C)US upper-income households
D)Elderly homeowners
E)Gated-communities dwellers

Question 51

Communications
-Marketing communications specialists tailor their integrated messaging approaches to the particular demographics. Older/senior consumers are often targeted because they have------ discretionary income.

A)The highest
B)The lowest
C)Minimal
D)Contingent
E)Unknown

Question 52

Communications
-Consumers of an exclusive set of golf clubs will often wait a year or two for the company to develop their latest line. These clubs are thought to fulfill a------need in the consumer target group.

A)Functional
B)Exclusive
C)Luxury
D)Symbolic
E)Niche

Question 53

Communications
-According to marketing communications plans, the goal is to produce a change in the potential consumer from brand awareness to the purchase of goods and services, which is reflected in the metaphor of------ .

A)Hierarchy of income
B)Hierarchy of awareness
C)Maslow's hierarchy of needs
D)Hierarchy of change
E)Hierarchy of effects

Question 54

Communications
-The most effective marketing communications tool to move a consumer from brand unawareness to awareness is------ .

A)Celebrity endorsement
B)Product placement
C)Mass media
D)Large-scale events
E)Online presence

Question 55

Communications
------- is a powerful example of integrated marketing communications that combines entertainment, marketing, and advertising.

A)Sponsorship
B)Co-branding
C)Horizontal integration
D)Vertical integration
E)Product placement

Question 56

Communications
-In a movie scene, actor Bradley Cooper walks into a bar and says to the bartender, "Heineken, please; best beer in the world." This is an example of

A)Non-integrated explicit product placement
B)Integrated explicit product placement
C)Integrated implicit product placement
D)Non-integrated implicit product placement
E)Product placement

Question 57

Communications
-Global marketing communications is now a necessity, especially given the prevalence of------companies that operate in different markets.

A)Incorporated
B)Subsidiary
C)Multinational
D)Multi-branched
E)Franchise-based

Question 58

Communications
-Through a solid marketing communications plan, a company can expect these two fundamental outcomes:

A)Create messages; affect consumer behavior
B)Enhance brand equity; affect consumer behavior
C)Affect consumer behavior; increase annual sales
D)Enhance brand equity; create messages
E)Build relationships; increase annual sales

Question 59

Concepts
-As a marketing manager, Cynthia is tasked with developing a specific action plan for the company's annual promotional campaign. This detailed plan is referred to as a------plan.

A)Strategic marketing
B)Global marketing
C)Integrated marketing
D)Objective marketing
E)Tactical marketing

Question 60

Concepts
-After extensive lobbying by animal rights groups, a cleaning products company stops using animal testing, which is then used in its marketing campaigns as an example of------ .

A)Animal rights marketing
B)Societal marketing
C)Ethical marketing
D)Responsible marketing
E)Logical marketing

Question 61

Concepts
-Marketers follow a business cycle in an economy because its stages have a strong impact on the buying power of individuals. In the------ stage of a business cycle, the economy moves from low employment rates to high employment rates.

A)Inflation
B)Prosperity
C)Recovery
D)Recession
E)Depression

Question 62

Concepts
-The Customer Value of a product newly developed by a company will be:

A)The difference between the value of the product and the price the customer pays
B)How closely the product specifications match customers' needs
C)The speed with which the product is transported to major outlets
D)The quality of the product in comparison to the main competition
E)The recall rate in comparison to similar products' rates

Question 63

Concepts
-Which of the following gaps between a customer and a business must be bridged in order to conduct a successful marketing campaign?

A)Development gap
B)Information gap
C)Creative gap
D)Strategic gap
E)Global initiative gap

Question 64

Concepts
-In an economically depressed region, the buying power of individuals is mostly affected by the following except

A)Goods
B)Credit availability
C)Income
D)Wealth
E)Services

Question 65

Concepts
-A survey is given out to primary school teachers with less than ten years of job experience about their income following payment of taxes and basic survival necessities, an amount that is referred to as

A)Non-taxable income
B)Taxable income
C)Disposable income
D)Discretionary income
E)Refundable income

Question 66

Concepts
-Jake is tasked with presenting his new idea at a sales and marketing team meeting, only he is asked to expand it and use consumer terms as a------

A)Product image
B)Product brand
C)Product idea
D)Product brainstorm
E)Product concept

Question 67

Concepts
-Selye, Inc. and the Pomona Company produce and sell different products-diet supplements and home exercise equipment respectively-but they satisfy the same customer need of losing weight. The companies are referred to as

A)Niche competitors
B)Brand competitors
C)Product competitors
D)Generic competitors
E)Lifestyle competitors

Question 68

Concepts
-In a survey of college students, students expected much higher satisfaction from Apple products than Microsoft ones in what is termed------ .

A)Anticipatory satisfaction
B)Willingness to spend
C)Satisfaction differential
D)Spending satisfaction
E)Brand differential

Question 69

Concepts
-In service marketing, companies are keenly aware of the impact of customer satisfaction. According to this, management realizes that------ of customers who complain are more likely to do business again if problems are resolved quickly.

A)95%
B)75%
C)50%
D)33%
E)25%

Question 70

Consumer Behavior
-When a marketing specialist conducts research into the disposable income of private sector employees in a town, she is interested in the money remaining of salaries after

A)Child support payments
B)Loan payments
C)Taxes
D)401K contributions
E)Union dues

Question 71

Consumer Behavior
-In consumer research, the following are factors studied in the Black Box model except

A)Consumer responses
B)Decision processes
C)Consumer characteristics
D)Advertising conditioning
E)Marketing stimuli

Question 72

Consumer Behavior
-Which of the following characteristics are true of consumers who use concierge medicine services?

A)They prefer a mass market for medical care
B)They seek rapid medical care
C)They enjoy upscale services
D)They prefer inclusive environments
E)They prefer a wide market for medical care

Question 73

Consumer Behavior
-Marketing specialists are interested in gauging the success of a new campaign designed to launch a limited line of small cars for the environmentally conscious consumer. As part of their study, they observe consumer behavior that includes the following except

A)Disposal
B)Environmental responsibility
C)Purchasing
D)Use and consumption
E)Consumer responses

Question 74

Consumer Behavior
-Organizational consumers purchase goods and services for the following purposes except:

A)Reselling them to fulfill individual customers' needs
B)Reselling them to other organizations
C)Producing other goods or services
D)Satisfying the personal needs of employees
E)Managing organization's operations

Question 75

Consumer Behavior
-Friday night patrons to a popular downtown nightclub judge their interest in purchasing entry tickets by the line-up that they see outside the club. This judgment is an example of

A)Consumer needs
B)Consumer choice
C)Consumer purchase
D)Consumer activity
E)Consumer response

Question 76

Consumer Behavior
-Marketers of a new line of detergents emphasize the superior stain removal capability of the products over their competitors' detergents in what is------.

A)Altering brand recognition
B)Promoting brand virtues
C)Framing the alternatives
D)Dismissing the alternatives
E)Promoting an external search

Question 77

Consumer Behavior
-In a focus group, participants recognize Nike, Reebok, and Puma in what marketers refer to as------ .

A)An evoked set
B)An invoked set
C)An implicitly known set
D)An explicitly known set
E)An evaluative set

Question 78

Consumer Behavior
-The disadvantage of------ segmentation is that there is an assumption that average incomes and preferences of two areas are similar.

A)Psychographic
B)Behavior
C)Demographic
D)Geographic
E)Income

Question 79

Consumer Behavior
-Customers are much more likely to purchase a tire at the beginning of the winter season than in the middle of that season. Situational influences on purchasing decisions include the following except

A)Time
B)Cost
C)Location
D)Circumstances
E)None of the above

Question 80

Consumer Behavior
-Adolescents are more likely to buy the latest Apple product if bought by their classmates, who are referred to by marketers as a(n)------ .

A)Demographic influence
B)Impact group
C)Reference group
D)Peer group
E)Subculture