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MARKETING 4.03
Test Description: MARKETING 4.03
Instructions: Answer all questions to get your test result.
1) Which situation is an example of SUGGING?
A
A business promotes a product by sending samples to its customers without authorization.
B
A telemarketer asks a customer if s/he knows anyone who would want to buy a certain product.
C
A marketer tells a customer that s/he is conducting research and then begins a sales pitch.
D
A salesperson offers a customer the opportunity to try an expensive product free of charge.
2) How can using a database to track its customers' preferences and buying habits help a business?
A
Builds strong, loyal customer relationships
B
Reduces unnecessary operational expenses
C
Obtains additional deductions for its semi-annual tax return
D
Decreases the need to analyze marketing activities
3) How can businesses place a cookie on a user's hard drive when the user visits the business's web site?
A
To customize its marketing efforts
B
To maintain sales strategies
C
To develop inventory control plans
D
To prepare financial reports
4) Why do many businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?
A
To track the number of times the user buys a product
B
To make it easy for the user to find the web site
C
To guarantee that the web site is secure
D
To regulate the user's access to information
5) A major credit card company has hired a marketing-research firm to do a survey regarding the use of consumer credit. Is it ethical to use the information in a marketing campaign?
A
No, businesses should not undertake any non-research activities involving data collected.
B
Yes, the credit card company paid for the research and should be able to use it any way it wants.
C
No, the database is probably not a reliable source of marketing information.
D
Yes, the consumers know surveys are just a way to get information for advertising
6) What is an important ethical issue involved with the collection and use of marketing information?
A
Adaptability
B
Standardization
C
Confidentiality
D
Commercialization
7) How can researchers protect the integrity of the marketing information they collect?
A
By publishing it openly
B
By reviewing it frequently
C
By organizing it logically
D
By interpreting it correctly
8) Why do marketers continue to gather information?
A
Competition in general has decreased.
B
Today's consumers are easy to please
C
Marketers are decreasing their geographic scope.
D
The marketing environment is constantly changing.
9) Which characteristic of marketing information is represented by: "Benefits of using information should be greater than the expense of gathering the data used to generate the info"
A
Accessibility
B
Relevancy
C
Cost-effectiveness
D
Timeliness
10) What is an example of marketing information that a business could gather by surveying its customers?
A
Financial status of competitors
B
Location of the company's market
C
Planned product improvements
D
The company's current market share
*select an answer for all questions
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