Marketing Term Quiz - Media Relations Agency

1. What is a brand?

A. A product, service or offering.
B. A product within a product line.
C. A name, term, logo, symbol or design.
D. Something determined by the consumer.
E. What consumers hold in their minds about your company and its products.

2. Which of the following are examples of promotional mix channels?

A. Product, Price, Place, Promotion
B. Sales, Societal, Production, Market
C. Media Coverage, Website, Social Media, Advertising, Personal Selling
D. Reach and Frequency

3. Which groups make up the Innovation Adopter Curve?

A. Undifferentiated, Concentrated, Multi-segmented, Micro-segmented
B. Introductory, Growth, Maturity, Declining
C. Baby Boomers, Generation X, Generation Y, Millennials, Internet Generation
D. Innovators, Early Adopters, Early Majority, Late Majority, Laggards

4. Scheduling your promotions on a calendar:

A. Provides the structure needed to prioritize and share the appropriate messages
B. Prevents stress and disappointment from missed opportunities
C. Enables you to strategically scaffold your messaging for greater input
D. All of the above

5. Features, Benefits and Desires create a vital combination in marketing. Which of the following statements describes these terms the best?

A. People can desire a product even though it has no benefits.
B. People sometimes use features and benefits to rationalize their desire.
C. Features when coupled with desire equal benefit sought.
D. Knowing the Features, Benefits and Desires of a product is not important to marketing.

6. What is the correct order for the Consumer Buying Process?

A. Needs Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, Post-Purchase Behavior
B. Evaluation of Alternatives, Purchase Decision, Information Search, Information Search, Evaluation of Alternatives
C. Needs Recognition, Purchase Decision, Post-Purchase Behavior, Post-Purchase Behavior, Needs Recognition
D. There is no agreed-upon order to the Consumer Buying Process

7. The four Ps of marketing are:

A. Product, Place, People, Persistence
B. Preparation, Planning, Programs, Power
C. Placement, Price, Packaging, Pizzas
D. Product, Price, Place, Promotion

8. Product positioning refers to which of the following?

A. End cap and shelf space
B. Packaging
D. Product comparison
D. Graphic design
E. None of the above

9. What does the D stand for in AIDA stand for?

A. Determine
B. Desire
C. Deduced
D. Dollar

10. Which of the following is not a marketing orientation philosophy?

A. Market-oriented
B. Sales-oriented
C. Production-oriented
D. Placement-oriented

11. Style-conscious, tech-savvy, prematurely affluent, independent, socially and environmentally aware are all characteristics from someone in which Generation?

A. Generation Y or Millennials
B. Baby Boomers
C. Generation X
D. Mature or silent Generation
E. None. These are terms used in the promotion of Star Trek: The Next Generation

12. When considering the lifecycle, in which stages would publicity most effectively be used?

A. Infant and Maturity Stages
B. Introductory Maturity Stages
C. All Stages
D. Introductory and Growth Stages

13. The first step in the SAM 6 process is:

A. Concepts: Marketers need to understand marketing concepts
B. Competence. A competent marketer has a working knowledge of marketing terms
C. Clarity: Marketers need a clear understanding of marketing terms
D. Credentials: Marketers need defined skills to succeed

14. What type of market segmentation strategy is one-to-one marketing?

A. Amazon.com strategy
B. Multi-segmented targeting strategy
C. Micro-segmented targeting strategy
D. Undifferentiated targeting strategy

15. A company mission statement is:

A. A detailed process for increasing sales
B. How a company intends to achieve its vision
C. A statement forged by the company CEO, CFO, and CIO
D. None of the above
E. A, B and C

16. A vision statement tells:

A. What a company is going to become.
B. The length of time and amount of financial resources it will take for a company to achieve its incremental goals.
C. The history of the company
D. The public what type of service it can expect to receive

17. Code sheets are:

A. A means of gathering and documenting important information about your company
B. A means of gathering and documenting important information about your products
C. A way of ensuring that your messages are positioned for the best-possible response and include all necessary elements
D. Used to direct and manage your creative staff
E. All of the above

18. What is a claim your product can make that none of you competitors can?

A. Unique Selling Proposition
B. We are the best!
C. Market alignment
D. Ultimate Claim

19. Which of the following best shows the basic promotional sequence of marketing?

A. Company, Manufacturing, Distribution
B. Product, Place, Price, Promotion
C. Company, Product, Market, Message, Messenger, Promotional Mix
D. Marketing tools, marketing talent, marketing mix

20. Which of the following is a way of categorizing a company’s products?

A. Product Placement
B. Promotional Mix Choice
C. Product Mix
D. Product Alignment

21. A pull strategy:

A. Uses heavy promotions right to the consumer to increase consumer demand for your product
B. Is a method used to strengthen a marketing team
C. Consists of promotions within the distribution channel to cause consumers to be aware of the product
D. Can be successful but is rarely used as a promotional strategy

22. Which of the following is not a key element of the Control Template?

A. Mission and Vision
B. Primary Message Theme
C. Publicity Estimator
D. Sender
E. WIFM

23. The top one, two or three reasons why customers buy a product are called:

A. Primary value points/key messages
B. Primary needs
C. Top Level Value
D. Vital Values/Top Needs

24. Which of the following is not a part of the communication process?

A. Feedback
B. Decode
C. Message
D. Market

25. Which of the following is an example of a demographic?

A. City
B. Political views
C. Frequent buyer
D. Gender

26. A(n) ______________ is the words customers would use if you overheard them describing your product and they got it exactly right.

A. Marketing statement
B. Brand statement
C. PR statement
D. Advertising statement

The ___________________ consists of influencing factors beyond a company’s control, such as the economy, technology, etc. Marketers must understand the impact of the changes on their target market.

A. Corporate Environment
B. Niche Environment
C. Marketing Environment
D. All of the above

28. When marketers use promotions to support a company in general rather than a specific product or service, this is called:

A. Itemized advertising
B. Institutional advertising
C. Individual advertising
D. Insightful advertising

29. The third step in the SAM 6 process is?

A. Selecting the appropriate Promotional Mix channels
B. Creating creative marketing content
C. Developing your content calendar
D. Researching your competitors

30. __________________ indicates the number of people who receive a message.

A. Audience width
B. Reach
C. Frequency
D. Mass Market

31. The sixth step in the SAM 6 process is your Creative Team. The composition of your creative team will depend on your:

A. Calendar
B. Code
C. Country
D. Creativity

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