Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
77 Cards in this Set
- Front
- Back
|
What are the stages of Product Life Cycle (PLC)?
|
1. Product Development
2. Introduction 3. Growth 4. Maturity 5. Decline |
|
|
What are the three types of Product Improvement?
|
Continuous - small improvement over a long period of time (gum)
Dynamically Continuous - cause a small disruption in the consumers' behavior (i.e. CD players, disposable diapers) Discontinous or dramatic innovations - forces consumers to make dramatic changes in behavior (i.e. TV, airplanes) |
|
|
The primary feature or attribute that defines you as a product is:
a) Your education b) Your experience c) Your unique set of attributes including your skills and personality d)your attitude e) All of the above |
e) All of the above
|
|
|
Studies have shown that potential employers frequently make up their mind about hiring interviewees within less than ______ after having met them.
a) 5 seconds b) 30 seconds c) 1 minute d) 2 minutes e) 5 minutes |
30 seconds
|
|
|
Your product strategy needs to be:
a) Reviewed every five years b) Changed every six months c) Consistent throughout your career d) Revised systematically and periodically e) Similar to your competitors' product strategy |
d) Revised systematically and periodically
|
|
|
If you enrolled in a thirteen-week course to improve your knowledge of the Spanish language, this would be an example of what type of product improvement?
a) Dynamic b) Dramatic c) Continuous d) Routine e) Cyclical |
c) Continuous
|
|
|
Fostering brand loyalty is important because:
a) Loyal customers will never be tempted by competing brands. b) Loyal customers will always prefer your product even if it becomes inferior to competitive products c) Loyalty guarentees a stable market share d) The cost of getting new customers is a multiple of the cost of keeping your current customers e) Loyal customers will always go out of their way to buy your products |
d) The cost of getting new customers is a multiple of the cost of keeping your current customers
|
|
|
Which of the following is NOT a way of building brand loyalty?
a) Involve your customers as early as possible b) Make sure your customers have a way of giving you feedback c) Have the lowest prices on the market d) Adapt your product to your customers' requests e) Let your customers know that you're listening |
c) Have the lowest prices on the market
|
|
|
Which of the following is NOT a characteristic of loyal customers?
a) They spend more on your brand b) They engage in positive word-of-mouth about you and your brand c) They have more positive attitudes about you and your brand d)They are sensitive to small changes in the price of your products e) They believe that your brand makes your product superior to competition |
d) They are sensitive to small changes in the price of your product
|
|
|
According to a KPMG Consulting Group study, what percent of large Canadian companies have an established policy on ethics?
a) Less that 10% b) 20% c) 40% d) 60% e) 80% |
e) 80%
|
|
|
According to that same study, of those companies, what percent had consulted their employees in establishing their ethics policies?
a) Zero b) 11% c) 26% d) 42% e) 67% |
d) 42%
|
|
|
The Three "Vs" that people use to evaluate each other are:
a) Values, visual appearance and voice b) Visual appearance, verbal and vision c) Visual appearance, verbal and voice d) Values, verbal and voice e) Veracity, visual appearance and voice |
c) Visual appearance, verbal and voice
|
|
|
Al's company wants to launch a new software suite that will result in big savings for any fitness club that purchases it. Since there are no direct competitors and he believes that there are potential customers willing to pay a premium price for the product in order to be among the first to use it, the best pricing strategy would be:
a) Penetration pricing b) Competitive pricing c) Prestige pricing d) Psychological pricing e) Price skimming |
e) Price skimming
|
|
|
The first step in formulating your pricing strategy as a prospective employee is to:
a) Decide how much you want to earn b) Determine how much you need to earn c) Establish your worth to employers by determining the salary range for positions that you are interested in d) Getting offers from prospective employers e) Finding out what people with your levels of education and experience are earning |
c) Establish your worth to employers by determining the salary range for positions that you are interested in
|
|
|
Research suggests that ____ of the meaning transmitted between two people in face-to-face communication is through non-verbal channels.
a) Up to 30% b) Up to 40% c) Up to 50% d) Up to 75% e) Up to 90% |
e) Up to 90%
|
|
|
Which of the following is NOT a characteristic of people who enjoy working on a commission only basis?
a) They love to sell b) They don't mind cold-calling c) Risk energizes them d) They don't like working long hours e) They despise routine |
d) They don't like working long hours
|
|
|
Once you have agreed to the terms of employment with a prospective employer, the next step should be to:
a) Try to re-negotiate the salary component b) Ask for more benefits c) Get the offer in writing d) Ask for a couple of days to reconsider e) Accept the offer |
c) Get the offer in writing
|
|
|
Which of the following is NOT a function of marketing channels?
a) They make the exchange process easier b) They make product improvements c) They adjust for discrepancies d) They standardize transactions e) They facilitate searches by both buyers and sellers |
b) They make product improvements
|
|
|
Anna designs and makes high end gold jewelry for women in very limited quantities. The most appropriate distribution strategy for her would be:
a) Intensive b) Selective c) Exclusive d) All of the above e) Both B and C |
e) Both B and C
|
|
|
Johann is a criminal defense lawyer and practices flexible pricing. As a result:
a) His clients pay different fees for the same services b) He changes his fee structure based on how busy his law practice is c) His fees are based on the extent to which he is successful on behalf of his clients d) He offers a 5% discount for fees paid within thirty days of billing e) All of the above |
a) His clients pay different fees for the same services
|
|
|
Lara has decided that for her catering business, her pricing strategy will be based on volume objectives. Her goals are most likely:
a) Making short-term sales and profits b) Matching her competitors' prices to constrain their growth c) Increased unit sales and market share d) Skimming the market e) Establishing a prestige image for her company and its products |
c) Increased unit sales and market share
|
|
|
The type of risk that employers face when hiring new employees is:
a) Functional b) Financial c) Psychological d) Time e) All of the above |
e) All of the above
|
|
|
Of the following, which is NOT part of the integrated marketing communications mix?
a) Direct response marketing b) Business-to-business marketing c) Sponsorship d) Event marketing e) Interactive communications |
b) Business-to-business marketing
|
|
|
LX Computers trains cashiers to ask customers for information when puchasing any product. This includes their postal code, age, the last time they made a purchase, etc. The information is subsequently used to develop custom marketing strategies effectively. This is known as:
a) Direct response b) E-procurement c) Database marketing d) Data mining e) Micro-segmentation |
c) Database marketing
|
|
|
Of the following tips, which is NOT recommended when networking?
a) Carrying your own business cards b) Dominating the conversation so you can inform others of your skills c) Bringing a friend or colleague along if you feel nervous d) Asking others for their business cards e) Avoiding personal questions and topics |
b) Dominating the conversation so you can inform others of your skills
|
|
|
On a cost-per-thousand-people-reached basis, which is the least expensive integrated marketing communications tool?
a) Advertising b) Direct response c) Personal selling d) Event marketing e) Sponsorhip |
a) Advertising
|
|
|
Which of the following statements about advertising is false?
a) It is a paid communication from an identified sponsor b) It is part of the integrated marketing mix c) The marketer has control over what the message wil say d) It has high credibility and will not be ignored e) It is often expensive to produce and distribute |
d) It has high credibility and will not be ignored
|
|
|
VALS is a system for classifying consumers who support what type of segmentation?
a) Demographic b) Psychographic c) Direct d) Geographic e) Geodemographic |
b) Psychographic
|
|
|
When beer commercials feature young and sexy models enjoying themselves in a social gathering, what communication objective are they likely trying to achieve?
a) Building customer loyalty b) Encouraging trial c) Informing the market d) Creating desire e) Creating awareness |
d) Creating desire
|
|
|
Michelle received an invitation by mail from her favorite clothing store informing her that they just received their new collection. This is an example of:
a) A sales promotion b) Personal selling c) Direct response d) Advertising e) Public relations |
c) Direct response
|
|
|
Which of the following is NOT a promotion objective?
a) Create awareness b) Increase knowledge c) Make the product more widely available d) Encourage trial e) Build customer loyalty |
c) Make the product more widely available
|
|
|
You're planning to send out your cover letter and resume packages to twenty potential employers. This is an example of:
a) Advertising b) Sales promotion c) Public relations d) Direct marketing e) Personal selling |
d) Direct marketing
|
|
|
A standard paragraph that describes the company or organization and that appears at the end of a press release is called a:
a) Descriptor b) Boilerplate c) Mini-descriptor d) Company profile e) Leaving a record for your successor |
b) Boilerplate
|
|
|
When the receiver is not motivated or unable to process the information you are sending:
a) You should give up on any effort to persuade him or her b) You should bombard him or her with facts and figures and hope something sticks c) You should use soft peripheral cues and leave him or her with a positive impression d) You should ask a third party to take over e) You should use a variety of media to communicate your message to him or her |
c) You should use soft peripheral cues and leave him or her with a positive impression
|
|
|
The idea number of messages to communicate in an advertisement or commercia is/are:
a) Three b) Five c) As many as is requred to communicate all of your product's benefits d) One e) It depends on the medium being used |
d) One
|
|
|
To launch her new line of home-baked pastries Talacia will be offering buying and display allowances to restaurants and specialty food stores and will profive them with featuring her products. What type of strategy will she be using?
a) Pull b) Public relations c) Integrated marketing communications d) Personal selling e) Push |
e) Push
|
|
|
Which of the following is NOT a strength of direct marketing?
a) Selective reach b) Personalization c) Low cost per message delivered d) Segmentation possibilities e) Ability to measure effectiveness |
c) Low cost per message delivered
|
|
|
Peter is preparing the marketing budget for his translation business. To arrive at the budget he has set out the activities that he believes will be necessary to achieve his goals and determined how much these will cost. Which budgeting method is he using?
a) Percent of sales b) Objective and task c) Fixed sum per unit d) Arbitrary allocation e) Competitive parity |
b) Objective and task
|
|
|
A fundemental notion of integrated marketing is:
a) All aspects of the marketing communications plan will be budgeted for simultaneously b) An organization or individual communicates the same basic marketing message through all of its IMC tools c) The efforts of all members of the marketing department are integrated d) The organization or individual hires one communications agency for all of its promotional needs e) The product is always integrated into the organization's or individual marketing messages |
b) An organization or individual communicates the same basic marketing message through all of its IMC tools
|
|
|
Which of the following is NOT an objective of networking?
a) To make as many people as possible aware that you are searching for a job or have a product to offer b) To seek job and sales referrals c) To make a good impression on potential customers and employers d) To get as much information as you can while giving out as little as you can e) To get information about specific employers or buyers |
d) To get as much information as you can while giving out as little as you can
|
|
|
Products in the decline or maturity stages of their lifecycles tend to benefit most from:
a) Reminder advertising b) Contests c) Press releases d) Couponing e) Sampling |
a) Reminder advertising
|
|
|
The most expensive IMC tool of all is:
a) Advertising b) Public relations c) Personal selling d) Direct marketing e) The Internet |
c) Personal selling
|
|
|
Which of the following is NOT a basic objective for your resume?
a) To quickly show that you have the qualifications for the job b) To demonstrate that you can meet or exceed the employer's needs c) To communicate that you are likable and can work with others d) To appeal to the reader c) To establish the minimum salary you are expecting |
c) To establish the minimum salary you are expecting
|
|
|
The first step in preparing your resume is to:
a) Write your job objective statement b) Decide on the type of resume you'll be preparing c) Organize your resume d) Draft each section of your resume e) Purchase the best quality paper that you can afford |
a) Write your job objective statement
|
|
|
To make your resume scanner-friendly, which of the following should you do when formatting your resume?
a) Use a highly formatted style b) Use a simple layout c) Use graphic images d) Use parentheses e) Use underlining, italics and coloured text |
b) Use a simple layout
|
|
|
The second paragraph of your cover letter should:
a) Identify who you are and why you are writing b) Show how you specifically meet or exceed the requirements for the position c) Demonstrate your understanding of the job requirements d) Ask for an interview e) Communicate the salary you expect to be paid |
c) Demonstrate your understanding of the job requirements
|
|
|
Most employers expect the following in resumes:
a) References b) Your current salary c) Your age d) Reasons for wanting to leave your current position e) Your qualifications |
e) Your qualifications
|
|
|
Immediately after an interview you should:
a) Call the interviewer and ask when he or she will be making a decision b) Send an email to the interviewer to tell him or her that you need an answer soon because you're expecting other offers c) Send a thank-you note to the interviewer d) Send the interviewer copies of your letters of referrence e) Have one of your referees call the interviewer to tell him or her why you're the ideal person for the position |
c) Send a thank-you note to the interviewer
|
|
|
If you have little or no work experience, the most appropriate type of resume for you is:
a) Chronological b) Functional c) Combination d) Traditional e) Career-objective |
b) Functional
|
|
|
Most large organizations prefer which type of resume?
a) Functional b) Traditional c) Chronological d) Combined e) Career-objective |
c) Chronological
|
|
|
Your job objective should be expressed as:
a) A job title or the type of work you wish to do b) The salary you wish to earn c) The personal growth you would like to achieve d) Your long-term career goal e) You key accomplishments |
a) A job title or the type of work you wish to do
|
|
|
When writing your cover letter, it's important to keep the following uppermost in your mind:
a) You are the brand your cover letter is selling and successful selling begins with a focus on the buyer b) Your letter will be competing with the letters of many other applicants c) Spelling and grammar must be perfect d) Ask for an interview e) All of the above |
e) All of the above
|
|
|
Why is an action plan important?
a) Because it allows others to see the direction in which you are going b) Because it allows you to see the direction in which you are aiming to go c) Because it allows you to plan effectively for each phase so that you are properly prepared for the unexpected d) Because an action plan provides guidance, motivation and recourse e) All of the above |
e) All of the above
|
|
|
Which of the following activities do NOT belong in your implementation plan?
a) Taking responsibility for implementing the plan b) Redefining your marketing strategy c) Tracking tasks, tactics and strategies d) Measuring what is planned compared to what actually occurs e) Tracking changes in the environment you're operating in |
b) Redefining your marketing strategy
|
|
|
Which of the following questions are NOT part of the marketing planning process?
a) Where am I? b) Where do I want to be? c) How do I get there? d) When will I gather the information I need to put my plan together? e) Am I getting there? |
d) When will I gather the information I need to put my plan together?
|
|
|
Which of the following is NOT a main component of a control system?
a) Setting the standards and defining the timing of your assessment b) Monitoring the results c) Taking corrective action d) Understanding the reasons for your successes and failures e) Preparing an itemized list of the tasks that need to be completed to implement your marketing strategy |
e) Preparing an itemized list of the tasks that need to be completed to implement your marketing strategy
|
|
|
Which of the following areas would likely be included in the "environment" section of a situation analysis?
a) Outdoor temperature, competition and cultural considerations b) Demographics, economics and previous failures c) Demographics, technological considerations, political considerations d) Outdoor temperature, cultural considerations, social considerations e) Political considerations, competition and previous successes |
c) Demographics, technological considerations, political considerations
|
|
|
Why is an action plan important?
a) Because it allows others to see the direction in which you are going b) Because it allows you to see the direction in which you are aiming to go c) Because it allows you to plan effectively for each phase so that you are properly prepared for the unexpected d) Because an action plan provides guidance, motivation and recourse e) All of the above |
e) All of the above
|
|
|
Which of the following activities do NOT belong in your implementation plan?
a) Taking responsibility for implementing the plan b) Redefining your marketing strategy c) Tracking tasks, tactics and strategies d) Measuring what is planned compared to what actually occurs e) Tracking changes in the environment you're operating in |
b) Redefining your marketing strategy
|
|
|
Which of the following questions are NOT part of the marketing planning process?
a) Where am I? b) Where do I want to be? c) How do I get there? d) When will I gather the information I need to put my plan together? e) Am I getting there? |
d) When will I gather the information I need to put my plan together?
|
|
|
Which of the following is NOT a main component of a control system?
a) Setting the standards and defining the timing of your assessment b) Monitoring the results c) Taking corrective action d) Understanding the reasons for your successes and failures e) Preparing an itemized list of the tasks that need to be completed to implement your marketing strategy |
e) Preparing an itemized list of the tasks that need to be completed to implement your marketing strategy
|
|
|
Which of the following areas would likely be included in the "environment" section of a situation analysis?
a) Outdoor temperature, competition and cultural considerations b) Demographics, economics and previous failures c) Demographics, technological considerations, political considerations d) Outdoor temperature, cultural considerations, social considerations e) Political considerations, competition and previous successes |
c) Demographics, technological considerations, political considerations
|
|
|
Prior to implementing your marketing plan, which of the following questions should you ask yourself?
a) are my analyses still valid? b) Do I still agree with the conclusions that I came to and documented as a result of my analyses? c) Are the goals and objectives that I have set still the ones I want to achieve? d) Have there been any changes in my personal situation or that of my chosen field that need to be addressed? e) All of the above |
e) All of the above
|
|
|
The use of strategic controls--one of the types of marketing control--that marketers need to plan for, is best defined as:
a) Gauging the progress towards achieving the markting, financial and program objectives as outlined in the marketing plan b) Gauging efficiency in managing the sales force, channels, marketing communications and products c) Gauging the effectiveness in managing marketing, customer relationships, social responsibility and ethics d) Gauging the performance in achieving profit-related objectives (i.e., return on investment, gross/net profit margin, etc.) e) None of the above |
c) Gauging the effectiveness in managing marketing, customer relationships, social responsibility and ethics
|
|
|
The use of an annual plan control is to:
a) Gauge the performance in achieving profit-related objectives (i.e., return on investment, gross/net profit margin, etc.) b) Gauge the effectiveness in managing marketing, customer relationships, social responsibility and ethics c) Gauge efficiency in managing the sales force, channels, marketing communications and products d) Gauge the progress towards achieving the marketing, financial and program objectives as outlined in the marketing plan e) All of the above |
e) All of the above
|
|
|
What is the purpose of plan control?
a) To show others who is "boss" b) To pretend that you are properly organized c) It allows you to forget about the past and focus solely on the future d) Control focuses only on the present, thus allowing you to forget about the past and future e) It allows you to look back at previous plan control processes for clues about issues that may affect your current progress and performance |
e) It allows you to look back at previous plan control processes for clues about issues that may affect your current progress and performance
|
|
|
What is a marketing audit?
a) A detailed, systematic analysis of marketing capabilities and performance b) A detailed, systematic analysis of the employees in your marketing department c) A detailed, systematic analysis of your advertising campaigns d) A financial analysis of your marketing capabilities e) A broad-scoped analysis of your marketing efforts to date |
a) A detailed, systematic analysis of marketing capabilities and performance
|
|
|
What type of interview technique is used by employers to get you to provide specific examples of how you successfully applied the required skills to do the job?
a) Screening b) Behavioral c) Assignment d) Stress e) Group |
b) Behavioral
|
|
|
Which one of the following behaviours is NOT part of a stress interview?
a) Staying silent after you've answered an interviewer's question b) Asking questions in rapid succession c) Being highly critical of your responses d) Asking you to read a case, study and identify the problem in it, and propose one or more solutions to the problem e) Trying to put you on the defensive by asking irritating questions and making off-handed remarks |
d) Asking you to read a case, study and identify the problem in it, and propose one or more solutions to the problem
|
|
|
Content skills include:
a) Work-specific skills and people skills b) Work-specific skills and personal characteristics c) People skills and personal characteristics d) Transferable skills and leadership e) Knowledge of particular types of software and scientific equipment |
e) Knowledge of particular types of software and scientific equipment
|
|
|
During a behavioral interview, potential employers are looking for:
a) Content skills b) Functional skills c) Transferable skills d) Adaptive skills e) All of the above |
e) All of the above
|
|
|
An appropriate answer to the question 'In what areas can you improve?" would be:
a) I'm a perfectionist and maybe spend too much time making sure that every single detail of thinks I work on is just right b) Nothing. I'm pretty satisfied with the way I am now c) I'm a bit of a workaholic and often apend too much time at work d) While I've been complimented on my presentation skills by colleagues and former employers, I'm still a bit nervous when making major presentations e) I often find myself slacking off towards the end of the word day. I need to motivate myself a little more |
d) While I've been complimented on my presentation skills by colleagues and former employers, I'm still a bit nervous when making major presentations
|
|
|
The main purpose of a screening interview is to:
a) Identify applicants for the next level of interviews b) Find hard evidence of your job-related skills c) To see how well you perform in a job-related situation d) To test your behaviour, logic and emotional control under pressure e) All of the above |
a) Identify applicants for the next level of interviews
|
|
|
An inappropriate question for you to ask during an interview would be:
a) Do you have a training program for this position? b) Can you tell me about the people with whom I'll be working? c) May I ask when you'll be making your hiring decision? d) When will my first salary review take place? e) How would you describe the tasks and duties of this position? |
d) When will my first salary review take place?
|
|
|
Which of the following should NOT be a criterion that you should use when evaluating a job offer?
a) How does the job fit with my long-term career goals? b) Are there opportunities for career growth? c) Am I comfortable with the organization's structure and employees? d) Are the values and philosophies of the organization compatible with mine? e) All of the above are criteria that you SHOULD use |
e) All of the above are criteria that you SHOULD use
|
|
|
Which of the following is NOT a good way to manage the stress that comes before an interview?
a) Rehearse b) Stay up late the night before researching the potential employer c) Plan ahead d) Take care of your body e) Stay positive |
b) Stay up late the night before researching the potential employer
|
|
|
If you accept a job offer verbally:
a) Confirm your acceptance in writing b) Be positive and enthusiastic when you accept c) Advise other organizations that you have been interviewed by that you have accepted a job elsewhere d) Call of write to thank all of the people who helped you in your job search e) All of the above |
e) All of the above
|
