1.

One of most negative aspects of publicity is that

Select one:

a.

it is the least effective promotion mix tool.

b.

it isn't controllable by the company.

c.

it is viewed as being unbiased.

d.

in the age of social media, it is not that important.

e.

it is expensive.

2.

In reviewing the organizational structure of your company, you notice that engineering is subdivided into mechanical, electrical, and software. Additionally, the accounting department is subdivided into accounts payable, accounts receivable, and asset management. What type of departmentalization has the company selected?

a.

Product

b.

Process

c.

Functional

d.

Customer

e.

Geographic

3.

Which of the following best describes market segmentation?

Select one:

a.

The net contribution produced after the marketing expenses are deducted from the contribution produced.

b.

None of the answer options are correct.

c.

The process of adapting and communicating the value proposition of a product to the target market.

d.

The process of dividing a market into distinct groups of buyers with similar requirements.

e.

The total present value of a time series of future cash flows.