Marketing Exam 4

25 Questions  I  By Alexak1719

  
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Question Excerpt

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1.  Nike took several risks in its relations with Michael Jordan and in doing so made brand history. Which of the following is NOT one of those pioneering risks?
A.
B.
C.
D.
E.
2.  A product is ___________ that can be offered through a voluntary marketing exchange.
A.
B.
C.
D.
E.
3.  In retailing, effective packaging sends the message:
A.
B.
C.
D.
E.
4.  The complete set of all products offered by a firm is called its product assortment or:
A.
B.
C.
D.
E.
5.  Colgate-Palmolive's _____________ includes Oral Care, Personal Care, Household Care, Fabric Care, and Pet Nutrition product lines.
A.
B.
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D.
E.
6.  A typical Wal-Mart Super Store has around 120,000 different products. Wal-Mart tracks sales and inventory levels of each product using:
A.
B.
C.
D.
E.
7.  Most soft drink consumers buy the same brand product every time they have a choice. For soft drink marketers, their brands have:
A.
B.
C.
D.
E.
8.  Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop. For McDonalds, the Golden Arches reduces marketing costs because people (including little kids):
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B.
C.
D.
E.
9.  Brands are assets that can be legally protected through:
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B.
C.
D.
E.
10.  Firms with upscale brands like Rolex and Gucci often have to protect their brand asset from:
A.
B.
C.
D.
E.
11.  Many former Enron professionals who had nothing to do with the corporate scandal have found that listing employment with Enron hurt their chances of being hired elsewhere. For these people, the Enron name has:
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B.
C.
D.
E.
12.  Which of the following is considered the world's most valuable brand?
A.
B.
C.
D.
E.
13.  The classic Marlboro Man advertisements portraying Marlboro smokers as rugged, outdoorsmen effectively created a:
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B.
C.
D.
E.
14.  When Shell Oil sought to address customer needs and increase their sales, they introduced the Shell MasterCard as an example of:
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B.
C.
D.
E.
15.  ___________ is a way to build brand equity and generate additional revenue, especially with toys and sports teams.
A.
B.
C.
D.
E.
16.  The diffusion of innovation theory focuses on:
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B.
C.
D.
E.
17.  Which of the following is NOT one of the five groups in the diffusion of innovation curve?
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B.
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D.
E.
18.  Robin waited before she bough voice over the Internet protocol (VOIP) phone service. Several friend were the first to use VOIP but many other friends were interested in Robin's opinions of the new phone service. Robin is a(n)___________ in this product category.
A.
B.
C.
D.
E.
19.  By 2011, if someone asked you for your cell phone number and you said you did not have one you would probably have been considered a _____________ in the diffusion of innovation process.
A.
B.
C.
D.
E.
20.  A service is any intangible offering that involves a deed, performance, or effort that:
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B.
C.
D.
E.
21.  Along the service-product continuum, which of the following would be the most service dominant?
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B.
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D.
E.
22.  Price is the _________________ a consumer is willing to make to acquire a specific product or service.
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D.
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23.  Unlike product, promotion, or place, price is the only part of the marketing mix:
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B.
C.
D.
E.
24.  Which of the following is NOT a type of competition?
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B.
C.
D.
E.
25.  Brenda is working on an automates re-ordering system which will electronically re-order inventory for her shoe store as purchases are made. Brenda is working on a(n) ____________ that will minimize system-wide costs and provide peoducts at the right time, at the right location, and in the right quantities.
A.
B.
C.
D.
E.
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