Question 1(5 points)

Consider a situation in which there is 10% unaided awareness for a brand of athletic shoes, with purchases of 75%. Which of the following best describes the purchase funnel for this scenario?

Question 1 options:

Very wide and vertical

very narrow and vertical

Very narrow at the top and wide at the bottom

Very wide at the top and narrow at the bottom

Question 2(5 points)

Which of the following is the BEST example of trended data?

Question 2 options:

Telephone responses from a direct response television ad aired on different channels at different times over the course of a month

Responses from surveys about packaged goods brand attributes collected every six months from the same set of 100 parents ages 29-39

Comparisons of competitors' sales performance in a single business quarter

Responses from surveys about current fashions and fads collected from 100 teenagers over the period of a weekend

Question 3(5 points)

Saved

Macy's department stores carry a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. Macy's typically charges a relatively high markup, but also holds frequent sales, in particular offering discounts to customers who use a Macy's credit card. These are examples of Macy's adjusting the __________ element of the 4 Cs of the marketing mix.

Question 3 options:

customer value

convenience

cost

channel

Question 4(5 points)

Saved

Kotler's 4 Cs translate the traditional 4 Ps from the __________ perspective into the __________ perspective.

Question 4 options:

channel member's; producer's

buyer's; seller's

seller's; buyer's

producer's; channel member's

Question 5(5 points)

Saved

A marketer analyzing the types of media viewed and used by members of a target market is analyzing the __________ element of the marketing mix.

Question 5 options:

physical evidence

promotion

product

place

Question 6(5 points)

GRP is determined by multiplying __________ by __________.

Question 6 options:

impact; impressions

reach; frequency

impact; reach

engagement; frequency

Question 7(5 points)

Of the following, which purchase funnel stage is the broadest?

Question 7 options:

Loyalty

Familiarity

Intention

Shopping

Question 8(5 points)

Media __________ is the adjustment of media plans to maximize their performance.

Question 8 options:

planning

optimization

selection

buying

Question 9(5 points)

Anderson Athletics pays a fee to have its website included in a special section of a search engine's results when a consumer searches for "soccer cleats." This is an example of:

Question 9 options:

search marketing.

classified advertising.

print advertising.

mobile advertising.

Question 10(5 points)

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using:

Question 10 options:

a pull strategy.

direct marketing.

a push strategy.

personal selling.

Question 11(5 points)

The measurement of the effectiveness of new media is becoming:

Question 11 options:

more important.

impossible to analyze quantitatively.

standardized.

less important.

Question 12(5 points)

Which of the following statements about newspapers is true?

Question 12 options:

Newspaper advertisements are so inexpensive that it is cost-effective to reach a mass audience spread throughout the United States by purchasing advertising in multiple local newspapers.

The growing size of online newspaper audiences has offset the decline in newspaper readership.

The reach of a national newspaper such as USA Today is comparable to the reach of network television.

Professionally written newspaper articles lend credibility to the ads that appear within the newspaper.

Question 13(5 points)

A full page ad published in Saveur magazine, which focuses on cooking and enjoying authentic food from around the world, has a total number of 1,500,000 impressions and costs $33,000. What is the CPM for this ad?

Question 13 options:

$33

$22

$45.45

$49.50

Question 14(5 points)

Which of the following is NOT a type of traditional financial data?

Question 14 options:

Accounts receivable

Profit margin

Brand awareness

Accounts payable

Question 15(5 points)

Paul DeMairo is identifying key performance indicators to be tracked and analyzed through his company's CRM program. Which of the following would Paul be LEAST likely to include as a key performance indicator?

Question 15 options:

Cost to acquire a new customer

Cost to retain a channel member

Average revenue per customer

Customer lifetime value

Question 16(5 points)

Which of the following is an inference-based process of transforming data into useful information?

Question 16 options:

Data analytics

Advertising measurement

Marketing measurement

Marketing metrics

Question 17(5 points)

In the AIDA model, advertising and public relations are MOST effective at generating:

Question 17 options:

awareness.

demand.

action.

desire.

Question 18(5 points)

Booms and Bitner added 3 Ps to the traditional 4 Ps primarily in response to the growth of:

Question 18 options:

not-for-profit, place, and event marketing.

technological innovations.

service businesses.

luxury marketing.

Question 19(5 points)

NutriSystem has typically targeted its weight-loss programs toward women. Recently, however, it stepped up its efforts to attract male customers. As the company repositioned its brand for a different target audience, it was MOST important for NutriSystem to do which of the following?

Question 19 options:

Identify what competitors charge for their products

Understand the wants and needs of the new targets

Identify which marketing channels will be used

Determine what type of sales force will be used

Question 20(5 points)

7-Eleven has recently begun to redesign and restock its stores to offer a more upscale environment and products, such as house wines and fresh foods. According to the 7 Ps classification of the elements of the marketing mix, 7-Eleven has changed its:

Question 20 options:

physical evidence.

process.

promotion.

price.