1 Which of the following should be done formore effective"search engine marketing?"

a. Bid on Google AdWords

b. Use page titles and key words within each page

c. Retarget individuals who have searched (e.g., googled) key words.

d. All of the above

2 A wholesaler/distributor:

a. Typically works on a consignment basis.

b. Is independently owned and operated, and sells the products of many manufacturers.

c. Typically carries very little, if any, inventory.

d. All of the above are true.

3 A tire manufacturer created a series of ads, showing drivers hitting the breaks and swerving in order to avoid a potentially dangerous situation.Which type of appeal is the tire manufacturer using in these ads?

a. Challenge

b. Rational

c. Fear

d. Social

4 To choose the best advertising medium, a marketer should know:

a. The cost of alternative media (TV, radio, newspapers, etc.).

b. What must be said, or communicated to the target market.

c. Which market segment(s) is being targeted.

d. All of the above.

5 A broker:

a. Takes title to products, and performs a whole range of marketing services.

b. Carries a broad mix of complementary products.

c. Works together with various producers (e.g., orange growers) to market their products.

d. Primarily acts as a negotiator between buyers and sellers, but does not take title to the product.

6 Advertising effectiveness can be measured in terms of:

a. Sales (i.e., the increase in sales since the advertising campaign began).

b. Recognition (i.e., how many people remember seeing the advertisement).

c. Recall (i.e., how many people remember the main point of the advertisement).

d. All the above

7 Reminder advertising:

a Works best for innovative products during the growth stage of the product life cycle.

b Is most appropriate for products that are in the maturity or decline stages of the product life cycle..

c Is typically targeted at older consumers, who oftentimes have difficulty remembering things.

d All of the above are true

8 Reasons why marketers use wholesalers include:

a. By using wholesalers manufacturers do not need to build as many warehouses, or distribution centers (thus reducing their fixed expenses).

b. Some small and medium sized retailers find it more efficient to deal with one wholesaler - that sells many different product lines - than with several, individual manufacturers.

c. Wholesalers oftentimes are more familiar with local markets than are manufacturers (who themselves are located in another region).

d. All of the above are true.