A
Marketing is best defined as the process of:
A. Selling products only
B. Promoting discounts
C. Creating, communicating, and delivering value to customers
D. Managing inventory
C. Creating, communicating, and delivering value to customers
Positioning focuses on how a brand is:
A. Manufactured
B. Priced
C. Perceived by customers
D. Delivered
C. Perceived by customers
Which marketing mix element focuses on distribution?
A. Product
B. Promotion
C. Price
D. Place
D. Place
Marketing research is used to:
A. Replace managers
B. Reduce uncertainty in decision-making
C. Increase payroll
D. Eliminate risk completely
B. Reduce uncertainty in decision-making
Primary research is data that is:
A. Collected firsthand
B. Already published
C. Free to use
D. Always quantitative
A. Collected firsthand
The primary purpose of a marketing plan is to:
A. Predict employee turnover
B. Guide decision-making and measure success
C. Eliminate competition
D. Replace management
B. Guide decision-making and measure success
A SMART objective is effective because it is:
A. Flexible
B. Measurable and time-bound
C. Broad
D. Long-term only
B. Measurable and time-bound
Market trends help retailers:
A. Eliminate risk
B. Predict customer behavior
C. Reduce competition
D. Set taxes
B. Predict customer behavior
A marketing plan timeline shows:
A. Employee roles
B. Tasks, deadlines, and activities
C. Competitor strategies
D. Legal requirements
B. Tasks, deadlines, and activities
Which is an example of secondary research?
A. Customer survey
B. Focus group
C. Census data
D. In-store observation
C. Census data
A retailer defines its target market as “budget-conscious families with school-aged children.” This is an example of:
A. Mass marketing
B. Market segmentation
C. Product diversification
D. Brand extension
B. Market segmentation
A SWOT analysis helps businesses identify:
A. Employee schedules
B. Internal strengths and external threats
C. Marketing budgets
D. Customer loyalty
B. Internal strengths and external threats
The “Product” in the marketing mix includes:
A. Advertising
B. Features, quality, and branding
C. Store location
D. Sales promotions
B. Features, quality, and branding
A retailer’s unique selling proposition (USP) is:
A. Its profit margin
B. What differentiates it from competitors
C. Its pricing policy
D. Its tax rate
B. What differentiates it from competitors
A retailer conducting A/B testing is using:
A. Exploratory research
B. Descriptive research
C. Causal research
D. Secondary research
C. Causal research
A brand emphasizing convenience, fast checkout, and curbside pickup is focused on:
A. Price leadership
B. Product innovation
C. Convenience positioning
D. Brand extension
C. Convenience positioning
A company emphasizing eco-friendly practices is appealing to:
A. Demographics
B. Psychographics
C. Geography
D. Behavior
B. Psychographics
POS data is most useful for identifying:
A. Employee performance
B. Purchase patterns
C. Advertising creativity
D. Customer emotions
B. Purchase patterns
Employee theft impacts profitability because it:
A. Improves efficiency
B. Reduces available inventory
C. Increases traffic
D. Builds loyalty
B. Reduces available inventory
One disadvantage of primary research is that it can be:
A. Inaccurate
B. Time-consuming and expensive
C. Illegal
D. Unreliable
B. Time-consuming and expensive
Advertising reach refers to:
A. Number of impressions
B. Number of people exposed
C. Cost per ad
D. Frequency
D. Replace pricing
B. Number of people exposed
Advertising differs from publicity because advertising is:
A. Unpaid
B. Controlled and paid for
C. Random
D. Illegal
B. Controlled and paid for
The main goal of retail operations is to:
A. Eliminate competition
B. Deliver positive customer experience efficiently
C. Increase prices
D. Reduce marketing
B. Deliver positive customer experience efficiently
Which is an example of personal selling?
A. TV commercial
B. Sales associate helping a customer
C. Billboard
D. Email blast
B. Sales associate helping a customer
A loyalty app notification is an example of:
A. Personal selling
B. Digital promotion
C. Public relations
D. Research
B. Digital promotion