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