Casey Toys, a toy company, deliberately prints a high price label on its products so that stores can sell its products at seemingly huge discounts. Casey is violating the ethical norm of _____ in the AMA Statement of Ethics.
A. manufacturing easily consumable products
B. fostering trust in the marketing system
C. doing no harm
D. creating products with no fine print
E. erring on the side of excess information
Zippy manufacturers pens in the U.S. Zero Point, Zippy's latest ball point pen, is three months old and yet to grab a significant market share. Since the demand for ball point pens is high, Zippy believes that Zero Point will benefit from increased advertisement and promotions. Zippy's marketing strategies are aimed at increasing the market share of Zero Point, significantly, during the current quarter. In this scenario, Zero Point is a _____.
A. dog
B. cash cow
C. star
D. question mark
E. loss leader
Which of the following is a feature of using an Internet marketing channel?
A. It reduces a company's ability to personalize products.
B. It limits a firm's market presence.
C. It removes the need for other channels of distribution.
D. It reduces the need to spend money on marketing.
E. It enables companies to offer individualized offerings.
Unibix Inc. is developing its marketing plan. The company has identified the segments in the market that it can pursue. Which of the following should the company do next if it follows a typical planning process?
A. Unibix should analyze its internal strengths and weaknesses to evaluate its potential in the market.
B. Unibix should identify marketing metrics that it can use to evaluate its performance.
C. Unibix should implement the marketing mix and allocate resources for the various activities.
D. Unibix should evaluate the attractiveness of the different market segments and select segments on which it will focus its marketing efforts.
E. Unibix should conduct a detailed analysis of the cultural and economic factors in the market in which it operates.
On August 1, 2013, sellerspace.com was visited by 150,000 users. The number of users who interacted with at least one page on the website was 150,000, the number who interacted with at least two pages was 120,000, at least three pages was 75,000, and four or more pages was 20,000. What was the bounce rate of the website on August 1, 2013?
A. 10%
B. 20%
C. 30%
D. 40%
E. 50%
Ryan, an insurance salesperson, sells an insurance policy covering hurricane damage to Sean. However, as instructed by his company, Ryan fails to tell Sean that the policy does not include water damage caused by hurricane flooding. In this scenario,
A. only the insurance company can be held accountable for fraudulent sales.
B. only Ryan can be held accountable for fraudulent sale.
C. no one can be held accountable as the buyer must read the document carefully before buying.
D. both the insurance company and the salesman can be held accountable.
E. Ryan can be held accountable only if water damage actually happens.
_____ is a method of prospecting in which salespeople telephone or go to see potential customers without appointments.
A. E-selling
B. Direct selling
C. Macro selling
D. Relationship selling
E. Cold calling
According to the STP process, once a firm establishes overall strategies, it must
A. decide on segmentation methods.
B. evaluate segmentation methods.
C. select target markets.
D. develop positioning strategies.
E. identify positioning strategies.
FEL Pharmaceuticals, a new company, decides to incorporate features of the AMA's statement of ethics into its mission statements. The company hires Bernardo, an industry expert, to help them understand the ethical norms of the industry. FEL Pharmaceuticals is most likely in the _____ stage of the strategic marketing planning process.
A. control
B. integration
C. decline
D. implementation
E. planning
Fly Air, provides exclusive services such as guaranteed tickets, upgrades and dedicated customer lines to customers who use the airline more than 20 times a year. The company believes that not all customers are created equally. In this scenario, Fly Air is using _____ segmentation.
A. demographic
B. psychographic
C. loyalty
D. geographic
E. occasion
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