1) A a marketing professional, your main role would be to_______

A. maintain the company's online presence

B. communicate company messages to customers

C. create advertisements and maintain a professional image for the company

D. identify, satisfy, and retain customers

2) The _______ concept focuses on understanding, creating, delivering, and communicating value to target customers.

A. sales

B. product

C. marketing

D. service

3) An excellent _______ should be clear, compelling and differentiating:

A. marketing campaign

B. advertising campaign

C. value proposition

D. company strategy

4) The marketing activity that deepens relationships and expands the reach of and reliance on what you offer belongs to which of the following relationship stages?

A. sustain a committed relationship stage

B. ending the relationship stage

C. meeting and getting acquainted relationship stage

D. providing a satisfying experience relationship stage

5) Personal Factors are individual characteristics and traits such as _______.

A. motivation, learning, socialization, attitudes, and beliefs

B. motivation, age, attitudes, and reference groups

C. age, life stage, economic situation, and personality

D. culture, social class, family, and reference groups

6) The typical consumer buying process include which of the following steps?

A. environmental scanning, need recognition, research, purchase, post-purchase evaluation

B. Need recognition, information search, evaluation, purchase, post-purchase evaluation

C. information search, need recognition, evaluation, purchase, post-purchase evaluation

D. Information search, need recognition, benefit alignment, selection, post-purchase evaluation

7) _______ is the first step of defining your target market.

A. profiling your target customer segment(s)

B. identifying the customer need you address

C. Evaluating who purchases your company's other offerings

D. Segmenting your total market

8) A company carefully defines its target market. Now the company will be able to focus on people with a preexisting need or interest in what it offers. Therefore resulting in higher sales and less wasted time and effort on potential customers that are not interested in what the company has to offer. This is an example of:

A. why a company would seek to define its target market as a component in creating the company's marketing strategy.

B. Why the marketing strategy defines the target market for a company

C. Why it is important for companies to develop their value proposition.

D. Why carefully choosing customers is important when engaging in product development.

9) During the marketing research process, the _______ step focuses on formulating research objectives, questions and frameworks that can influence the research design.

A. data preparation and analysis

B. problem definition

C. development of an approach to the problem

D. industry analysis

10) Don's Fashions is noticing a downward trend in sales. The company has been reaching out using social media to connect with customers which they define as "fashion forward consumers between the ages of 15-30." However, lately it seems that very few people are responding to the social media promotions. How could Don's Fashions check to see if they are reaching out to the best potential customers who would likely purchase their products?

A. Don's Fashion could conduct market research to validate their target market

B. Don's Fashion could double their investment in email marketing

C. Don's Fashion can try using a different social media site to reach customers

D. Don's Fashion could design a better website with more graphics that would appeal to their target market

11) Which aspect of the Marketing Mix is concerned with how much a customer is willing to pay for a product?

A. promotion

B. product

C. place

D. price

12) Which aspect of the Marketing Mix is concerned with which goods or services to offer?

A. price

B. promotion

C. product

D. place

13) Which aspect of the Marketing Mix is concerned with communication and information?

A. price

B. product

C. place

D. promotion

14) Using the 4 C's, we consider where a company may decide to offer the product or service to customers. Whether online or in a physical store location, the goal is to make the product or service convenient for the customer. "Convenience" in the Four C's model is similar to ________ using the Four P's.

A. product

B. place

C. price

D. promotion

15) Some examples of "Place" include:

A. the state of California

B. a website where customers can purchase goods

C. a flyer with directions to a local business's grand opening event

D. a business's headquarters.

16) The marketing planning process flowchart starts with ________.

A. buyer personas

B. target market

C. corporate mission

D. product design