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Marketing Exam 4

25 Questions
Marketing Quizzes & Trivia
Questions and Answers
  • 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. 

      Nike had Michael Jordan wear the basketball shoes on the court in violation of NBA rules.

    • B. 

      Nike gave up its well-known "swoosh" logo to help promote Jordan's shoes.

    • C. 

      Nike asked Jordan to help design the shoe.

    • D. 

      Nike refused to consider using sustainable materials bucking the green trend because of concerns about quality of the shoes.

    • E. 

      Nike created a subbrand that was untested.

  • 2. 
    A product is ___________ that can be offered through a voluntary marketing exchange.
    • A. 

      The combination of a firms marketing mix

    • B. 

      The sum of brand awareness and brand association

    • C. 

      The category depth

    • D. 

      The total components utilized in stock keeping units

    • E. 

      Anything of value to consumers

  • 3. 
    In retailing, effective packaging sends the message:
    • A. 

      More packaging, means more product.

    • B. 

      Buy me!

    • C. 

      This is disposable.

    • D. 

      I am cheaper than the competition.

    • E. 

      There is nothing toxic inside.

  • 4. 
    The complete set of all products offered by a firm is called its product assortment or:
    • A. 

      Product line.

    • B. 

      Product categories.

    • C. 

      Product mix.

    • D. 

      SKU.

    • E. 

      Product line depth.

  • 5. 
    Colgate-Palmolive's _____________ includes Oral Care, Personal Care, Household Care, Fabric Care, and Pet Nutrition product lines.
    • A. 

      Product personality

    • B. 

      Primary packaging parts

    • C. 

      Perceived generic cobrands

    • D. 

      Product assortment

    • E. 

      Private label brands

  • 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. 

      Product power.

    • B. 

      Product line breadth.

    • C. 

      Product category depth.

    • D. 

      SKUs.

    • E. 

      Brand depth.

  • 7. 
    Most soft drink consumers buy the same brand product every time they have a choice. For soft drink marketers, their brands have:
    • A. 

      Established loyalty.

    • B. 

      Protected the consumer from competition.

    • C. 

      Reduced delivery costs.

    • D. 

      Facilitated purchasing.

    • E. 

      Created corporate cobranding dilution.

  • 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):
    • A. 

      Can read.

    • B. 

      Refer yellow over other colors.

    • C. 

      Just know what the Golden Arch brand symbol means.

    • D. 

      Want a diet of fast food.

    • E. 

      Are sensitive to brand repositioning.

  • 9. 
    Brands are assets that can be legally protected through:
    • A. 

      Copyrights and trademarks.

    • B. 

      Branding.

    • C. 

      Brand equity extension.

    • D. 

      Brand licensing.

    • E. 

      Primary packaging repositioning.

  • 10. 
    Firms with upscale brands like Rolex and Gucci often have to protect their brand asset from:
    • A. 

      Secondary packaging distortions.

    • B. 

      Counterfeits.

    • C. 

      Generic competition.

    • D. 

      SKUs.

    • E. 

      Brand personality disorder.

  • 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:
    • A. 

      Minimal perceived value.

    • B. 

      Unspent brand loyalty.

    • C. 

      Greater national brand recognition than private label impact.

    • D. 

      Brand dilution.

    • E. 

      Negative brand equity.

  • 12. 
    Which of the following is considered the world's most valuable brand?
    • A. 

      Microsoft

    • B. 

      IBM

    • C. 

      Coca-Cola

    • D. 

      Disney

    • E. 

      Marlboro

  • 13. 
    The classic Marlboro Man advertisements portraying Marlboro smokers as rugged, outdoorsmen effectively created a:
    • A. 

      Product line depth chart.

    • B. 

      Brand persuasion.

    • C. 

      Brand association.

    • D. 

      Brand personality.

    • E. 

      Primary service packaging.

  • 14. 
    When Shell Oil sought to address customer needs and increase their sales, they introduced the Shell MasterCard as an example of:
    • A. 

      Cobranding.

    • B. 

      Customer needs identification and brand matching.

    • C. 

      Brand overlap.

    • D. 

      Brand personality destruction.

    • E. 

      Brand derivation.

  • 15. 
    ___________ is a way to build brand equity and generate additional revenue, especially with toys and sports teams.
    • A. 

      Entertainment branding

    • B. 

      Leisure branding

    • C. 

      Isometric branding

    • D. 

      Brand sponsorship

    • E. 

      Brand licensing

  • 16. 
    The diffusion of innovation theory focuses on:
    • A. 

      The geographic boundaries of innovation.

    • B. 

      How quickly laggards cab be transformed into innovators.

    • C. 

      The psychological traits of innovators.

    • D. 

      The rate at which consumers are likely to adopt a new product or service.

    • E. 

      The number of potential products and competitors spread out in a given market.

  • 17. 
    Which of the following is NOT one of the five groups in the diffusion of innovation curve?
    • A. 

      Innovators.

    • B. 

      Laggards.

    • C. 

      Late minority.

    • D. 

      Early majority.

    • E. 

      Early adopters,

  • 18. 
    • A. 

      Innovator

    • B. 

      Laggard

    • C. 

      Late majority

    • D. 

      Early majority

    • E. 

      Early adopter

  • 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. 

      Innovator

    • B. 

      Laggard

    • C. 

      Late majority

    • D. 

      Early majority

    • E. 

      Early adopter

  • 20. 
    A service is any intangible offering that involves a deed, performance, or effort that:
    • A. 

      Cannot be physically possessed.

    • B. 

      Is high-priced.

    • C. 

      Is supported by advertising and promotion.

    • D. 

      Can be transformed into a physical product.

    • E. 

      That offers benefits but not costs.

  • 21. 
    Along the service-product continuum, which of the following would be the most service dominant?
    • A. 

      Grocery store

    • B. 

      Apparel specialty store

    • C. 

      Doctor's office

    • D. 

      Bookstore

    • E. 

      Restaurant

  • 22. 
    Price is the _________________ a consumer is willing to make to acquire a specific product or service.
    • A. 

      Financial expenditure

    • B. 

      Overall sacrifice

    • C. 

      Durable fixed cost

    • D. 

      Target return

    • E. 

      Variable cost

  • 23. 
    Unlike product, promotion, or place, price is the only part of the marketing mix:
    • A. 

      That offers the opportunity for an oligopoly.

    • B. 

      That is subject to gray market manipulation.

    • C. 

      That leads to competition.

    • D. 

      That generates revenue.

    • E. 

      That should be determined by the accounting or finance area.

  • 24. 
    Which of the following is NOT a type of competition?
    • A. 

      Monopoly

    • B. 

      Oligopoly

    • C. 

      Pure

    • D. 

      Duopoly

    • E. 

      All are types of competition

  • 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. 

      RFID system

    • B. 

      Enterprise JET system

    • C. 

      Quick response system

    • D. 

      Integrated customer response system

    • E. 

      Supply chain management system