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interviews, 7) Hiring determination
6. Which primary driver does management use for an organization's struc-ture?
ANS Achievement of company goals
7. Which step in the organizing process results in management group workactivities
into units within the organization?
ANS Departmentalization
8. A high tech startup company is launching a marketing campaign for its newsocial media
portal by highlighting how the portal exceeds the connectivity and collaboration
capabilities of all other social media sits. Which type of competitive advantage is this
company leveraging?
ANS Customer loyalty
9. Which marketing strategy is devoted to maintaining continuous bottom line prices
than relying on short term price cutting tactics such as cents offcoupons, rebates, and
special sales?
ANS Everyday low pricing
10. When would a pull promotional strategy enhance a competitive advantageto market a
product better than a push strategy?
ANS When demand for the productis driven by the end user
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11. Which marketing tool is essential to building an effective relationshipmarketing
campaign?
ANS An affinity program
12. Which element of the promotional mix has the advantage of messagingthat can be
tailored for each customer, but the disadvantage of a high costper contact?
ANS Personal Selling
13. What three factors should be addressed in a successful marketing plan?Choose 3
answers.
ANS Target Market, Sales revenue goals, Plan implementation timeline (not on list, marketing
budget)
14. Which three characteristics are measured in demographic segmentation?Choose 3
answers
ANS Race and ethnicity, Income, Household size
15. In which three ways does business-buying behavior differ from con- sumer-buying
behavior? Choose 3 answers
ANS Buyers face organizational influ-
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ences in addition to their own preferences, purchasers often invite selected providersto bid on a
purchase, a group or committee often makes decisions
16. Which three conditions, in a global selling environment, should a small company
leverage to create a competitive advantage? Choose 3 answers
ANS cul-tural homogeneity, mobility of labor, local labor costs
17. With which two types of products does a marketing strategy rely on adver-tising more
than personal selling? Choose 2 answers.
ANS Consumable supplies, accessories to primary products
18. After years of marketing a body lotion, a cosmetics company begins pro-moting the
lotion as an the lotion as an insect repellent as well. In which threeproduct life cycle
extension strategies did this company engage? Choose 3 answers
ANS Adding new users, finding new uses for the product, increasing frequencyof use.
19. What are three ways that an effective brand name can influence consumerproduct
recognition? Choose 3 answers
ANS It conveys an image, it depicts trade- mark protection, it reflects brand equity.
20. A customer has purchased a product twice and intends to do so again.Which stage
of brand loyalty is this customer in?
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