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Seaport BUS C150 Final Exam

This document contains the final exam questions for the BUS C150 course, assessing students' knowledge in business administration.

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    Seaport BUS C150 Final Exam - 15th Ed. Question 1 : In the AIDA concept, the D indicates: a. delivery of the promotional message. b . decoding the message. c . desire for the product being promoted. d. decision to listen to the message. Question 2 : At which level of brand loyalty is advertising often used heavily to promote a product? a. Brand recognition b. Brand preference c. Brand insistence d. Brand equity Question 3 : When potential buyers of a product are dispersed geographically, a pulling promotional strategy should lay emphasis on: a. advertising. b. personal selling. c. publicity. d. public relations. Question 4 : An example of a company that relies heavily on direct selling is: a. Compaq. b. Goodyear Corporation. e. Amway. d. General Motors. Question 5 : Public service announcements are: a. costly for nonprofit organizations to broadcast. b. ads that generate awareness or educate the public. c. any type of information released by a public relations department. d. media ads that promote medical products. Question 6 : Marketing channels play a key role in marketing strategy because they: a. provide criteria for promotional expenditures. b. provide the means by which products move from producer to ultimate user. c. allow more participants to contribute to the economy. d. reduce the distribution channel length. Question 7 : Vending machines are an example of: a. automatic merchandising, b. Internet retailing. c. telemarketing. d. direct selling. Question 8 : To grow profitably in a competitive environment, a wholesaler must: a, cut costs in every possible area.

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    b. make as many tying agreements as possible. c. be the exclusive distributor of most products. d. provide better service at a lower cost than manufacturers or retailers can do themselves. Question 9 : The process of collecting information about the external marketing environment is called: a. environmental management. b. marketing research. c. marketing management. d. environmental scanning. Question 10 : Which of the following is a reason why sponsorships have grown in popularity in the last ten years? a. Greater media coverage of sponsored events b. Legal restrictions on other forms of promotion c. Declining costs of traditional advertising d. Inability of other forms of promotion to target specific markets Question 11 : The function of informing, persuading, and influencing the consumer's purchase decision is called: a. salesmanship. b. advertising. e. promotion. d. communication. Question 12 : Brand recognition as a stage of brand loyalty occurs when: a. the product becomes familiar to the consumer . b. the consumer insists on purchasing that brand even at higher prices. c. the consumer sees or recognizes the product and chooses it over its competition. d. the product offers a distinct price advantage to its consumers over its nearest rivals, Question 13 : Because direct marketing is interactive, it: a . focuses more on promoting the company’s goodwill and educating consumers about the firm. b. allows marketers so tailor individual responses to meet consumers’ needs. c. is not very effective in reaching a wide audience. d. is very informal and its effectiveness is difficult to measure. Question 14 : In the 1950s, discount stores delivered lower prices in exchange for: a. higher profits b. reduced services c. lower inventories d. continued patronage Question 15 : The two critical components of distribution strategy are _____ and _____. a. marketing channels; logistics and supply - chain management b. physical distribution; relationship marketing c. location; cost

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    d. warehousing transportation Question 16 : Which of the following is a means of conducting a personal selling effort? a. Ads displayed on billboards b. Television ads c. Newspaper ads d. Videoconferencing Question 17 : Which promotional tool would more likely be used by a company adopting a push strategy of product promotion? a. Print and TV advertising b. Testimonials and product sampling c. Cooperative advertising and sales incentives d. Coupons and rebates Question 18 : Business purchasers usually prefer to buy from: a. agents. b. retailers. c. wholesalers. d. manufacturers. Question 19 : Jim stops at the local convenience store on his way home to buy a six - pack of beer. He goes in thinking he will purchase his usual brand, but ends up buying another because it is on sale. What stage of brand loyalty is Jim presently at? a. Brand insistence b. Brand awareness c. Brand preference d. Brand recognition Question 20 : A global brand generally is defined as: a. one that has production facilities in two or more non - home countries. b. one that sells at least 20 percent outside its home country. c. one that uses regional branding for essentially the same product. d. one that is recognizable across the world by its unique trademark. Question 21 : An effective promotional strategy designed to influence a retailer or wholesaler to carry a new brand would be a(n) _____ strategy. a. pulling b. channel influence c. pushing d. brand management Question 22 : The Kirkland brand is owned by Costco, and the products can only be purchased at Costco stores. Costco contracts with manufacturers to produce and package products under the Kirkland name. This arrangement is called: a. family branding. b. individual branding.

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    c. generic branding. d. private branding. Question 23 : Which of the following is the most frequently used form of direct marketing? a. Direct response retailing b. Online retailing c . Telemarketing d. Direct mail Question 24 : Which statement concerning telemarketing is correct? a. It has been unaffected by the Do Not Call Registry. b. It remains the most frequently used form of direct marketing. c. Telemarketers are not required to transmit their Caller ID information. d. Telemarketers arc allowed to send recorded messages to all prospective customers. Question 25 : Generic products are: a. characterized by plain labels, little or no advertising, and no brand names . b. identified through a brand name owned by a manufacturer or other producer. c. typically national brands sold exclusively by a single retail chain. d. identified through a brand name owned by a wholesaler or retailer. Question 26 : After identifying a target market, a retailer must: a. develop marketing strategies to attract chosen customers to its stores. b. apply a standardized marketing strategy to attract customers from outside the target market. c. concentrate on determining the ideal levels of inventory to be maintained d. segment the market based on factors such as family income and customer lifetime value. Question 27 : The added value that a certain brand name gives to a product in the marketplace is called brand: a. knowledge b. esteem c. recognition d. equity Question 28 : Which of the following retailers is an exception to the wheel of retailing? a. Discount stores b. Supermarkets c. Catalog retailers’ d. Convenience food stores Question 29 : An offering within a product line, such as a specific size of liquid detergent, is known as a(n) _____. a. universal product code b. price look - up code c. stock - keeping unit d. universal resource locator

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    Question 30 : Patricia calls a firm's 800 number and expresses her reaction to a recent television ad. This is an example of: a. Feedback. b. noise. c. encoding. d. decoding. Question 31 : Guerrilla marketing can best be described as: a. a defensive strategy that places counter - advertising in a market targeted against strong competitive products. b. free promotion initiated by fans, loyal customers, or other interested product users c. a relatively new approach to promotion that avoids orthodox media and attempts to find innovative, low - cost ways to reach a target Markel d. any negative campaign against a product or a company because of poor performance, initiated by angered consumers who share experiences on blogs and message boards. Question 32 : The _____ is at the heart of integrated marketing communications. a. product b. brand c. organization d. customer Question 33 : Which group of activities is considered to be a form of sales promotion? a Personal selling. advertising b. Telemarketing. publicity c. Coupons, rebates d. Guerrilla marketing. public relations Question 34 : Which of the following is a disadvantage of guerrilla marketing? a The innovation involves high cost. b. It can be offensive to members of the target audience. c . The company has no control over the marketing channel it relies on. d It does not work for small companies with low budgets. Question 35 : A characteristic of a good brand name is that it should: a. avoid any specific connotation relative to product consent. b. be sh ort and also descriptive of the product or its characteristics. c. hold universal appeal with respect to its customers. d. be pronounced the same in every language. Question 36 : As a part of the promotional campaign for a product, online video clips help to: a. show how homogeneous the product is. b. enhance personal selling. c. provide information. d. improve product placement.

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