Question 1

A well-written paragraph of a marketing plan includes all of the following EXCEPT the

Accepted Answer

A)   company's convictions and identity.
B)   benefits of the product/service.
C)   ta rget market.
D)   market niche.
E)   sales forecast.F) A) and C)
G) C) and D)

Question 2

_____ are the group of customers who tend to purchase a product only if they absolutely have to.

Accepted Answer

A)   Early adopters
B)   The  early majority
C)   The late majority
D)   Laggards
E)   InnovatorsF) All of the above
G) B) and D)

Question 3

Briefly discuss search engine marketing (SEM) and search engine optimization (SEO).

Accepted Answer

SEM and SEO are tools for increasing the...

Question 4

An effective press release should contain all of the following EXCEPT

Accepted Answer

A)   the release date.
B)   the name of the person to contact for more information.
C)   a phone number.
D)   a customer referral.
E)   a note explaining briefly why the release was sent.F) C) and D)
G) D) and E)

Question 5

It has been reported that _____ percent of a company's business comes from current customers and of those customers, _____ percent will be the source of most of the company's profits.

Accepted Answer

A)   50; 25
B)   60; 40
C)   65; 20
D)   75; 30
E)   75; 25F) A) and E)
G) D) and E)

Question 6

With the rise in technology, which of the following is NOT one of the expectations of consumers?

Accepted Answer

A)   They want to interact with anyone, anytime, and anywhere in the easiest way possible.
B)   They want to be able to do new things with new information in new ways.
C)   They expect everything to be targeted to their precise needs, so they can have the unique experience they want.
D)   They want advertising to provide them with instructions for use of a new product.
E)   They expect their needs to be fulfilled easily with no learning curve.F) A) and E)
G) A) and D)

Question 7

Briefly explain the similarities and differences between advertising and promotion.

Accepted Answer

Advertising and promotion are both used ...

Question 8

Advertising and promotion are interchangeable terms because they have the same objectives.

Accepted Answer

A) True 
 B)False

Question 9

A _____ is one of the best places to negotiate with sales representatives and to gather contact information for a mailing list.

Accepted Answer

A)   website
B)   blog
C)   social media platform
D)   retail store
E)   trade showF) C) and E)
G) C) and D)

Question 10

Which of the following factors does NOT play a role in the rate at which a new product is adopted across the various customer segments?

Accepted Answer

A)   U sability
B)   P erceived benefit
C)   L earning curve
D)   Switching costs
E)   C ustomer relationshipF) All of the above
G) B) and C)

Question 11

Building brand equity requires that customers form an emotional attachment to the brand.

Accepted Answer

A) True 
 B)False

Question 12

Brand _____ is a set of decisions about a brand's positioning in a marketplace.

Accepted Answer

A)   image
B)   promotion
C)   strategy
D)   building
E)   equityF) None of the above
G) B) and C) C

Question 13

List some various ways to attract customers to a website.

Accepted Answer

There are many effective ways to attract...

Question 14

Which of the following is one of the biggest problems with most marketing plans?

Accepted Answer

A)   They fail to identify the benefits offered to customers .
B)   T hey fail to take the customer relationship into account .
C)   They are driven primarily by the effort to overcome customer complaints.
D)   T hey are not followed long enough to achieve the desired results.
E)   N one of these are correct.F) None of the above
G) A) and C)

Question 15

Explain the importance of building relationships with customers.

Accepted Answer

Today, retaining and maintaining current...

Question 16

The American Marketing Association defines the term _____ as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct" from other sellers.

Accepted Answer

A)   advertising
B)   equity
C)   brand
D)   domain
E)   endorsementF) A) and B)
G) C) and E)

Question 17

Briefly describe two of the five adopter groups.

Accepted Answer

Students may choose to describe any two ...

Question 18

With regards to the technology adoption/diffusion curve, in a tornado situation,

Accepted Answer

A)   the entrepreneur's most important job is to give the customer a compelling reason to buy.
B)   there is more demand than a company can possibly manage.
C)   the technology abruptly stops selling.
D)   customer demand fluctuates wildly.
E)   innovators and early adopters are the only ones with an interest in the technology.F) None of the above
G) A) and E) B

Question 19

A payment model where the advertiser pays based on some manner of conversion such as a sale or site registration is known as

Accepted Answer

A)   cost-per-impression.
B)   the conversion rate.
C)   cost-per-action.
D)   cost-per-click.
E)   pay per lead.F) All of the above
G) A) and B)

Question 20

To the extent that entrepreneurs can predict the points of takeoff (optimism)  and slowdown (pessimism)  in the _____, they can better manage demand.

Accepted Answer

A)   sales cycle
B)   marketing plan
C)   customer journey
D)   promotion plan
E)   N one of these are correct.F) None of the above
G) A) and B) A

Exam 14: Developing a Startup Marketing Plan

A well-written paragraph of a marketing plan includes all of the following EXCEPT the

Correct AnswerverifiedShow Answer

_____ are the group of customers who tend to purchase a product only if they absolutely have to.

Correct AnswerverifiedShow Answer

Briefly discuss search engine marketing (SEM) and search engine optimization (SEO).

Correct AnswerverifiedSEM and SEO are tools for increasing the...View AnswerShow Answer

An effective press release should contain all of the following EXCEPT

Correct AnswerverifiedShow Answer

It has been reported that _____ percent of a company's business comes from current customers and of those customers, _____ percent will be the source of most of the company's profits.

Correct AnswerverifiedShow Answer

With the rise in technology, which of the following is NOT one of the expectations of consumers?

Correct AnswerverifiedShow Answer

Briefly explain the similarities and differences between advertising and promotion.

Correct AnswerverifiedAdvertising and promotion are both used ...View AnswerShow Answer

Advertising and promotion are interchangeable terms because they have the same objectives.

Correct AnswerverifiedShow Answer

A _____ is one of the best places to negotiate with sales representatives and to gather contact information for a mailing list.

Correct AnswerverifiedShow Answer

Which of the following factors does NOT play a role in the rate at which a new product is adopted across the various customer segments?

Correct AnswerverifiedShow Answer

Building brand equity requires that customers form an emotional attachment to the brand.

Correct AnswerverifiedShow Answer

Brand _____ is a set of decisions about a brand's positioning in a marketplace.

Correct AnswerverifiedC

List some various ways to attract customers to a website.

Correct AnswerverifiedThere are many effective ways to attract...View AnswerShow Answer

Which of the following is one of the biggest problems with most marketing plans?

Correct AnswerverifiedShow Answer

Explain the importance of building relationships with customers.

Correct AnswerverifiedToday, retaining and maintaining current...View AnswerShow Answer

The American Marketing Association defines the term _____ as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct" from other sellers.

Correct AnswerverifiedShow Answer

Briefly describe two of the five adopter groups.

Correct AnswerverifiedStudents may choose to describe any two ...View AnswerShow Answer

With regards to the technology adoption/diffusion curve, in a tornado situation,

Correct AnswerverifiedB

A payment model where the advertiser pays based on some manner of conversion such as a sale or site registration is known as

Correct AnswerverifiedShow Answer

To the extent that entrepreneurs can predict the points of takeoff (optimism) and slowdown (pessimism) in the _____, they can better manage demand.

Correct AnswerverifiedA

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SEM and SEO are tools for increasing the...
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It has been reported that _ percent of a company's business comes from current customers and of those customers, _ percent will be the source of most of the company's profits.

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Advertising and promotion are both used ...
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C

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There are many effective ways to attract...
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Today, retaining and maintaining current...
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Students may choose to describe any two ...
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B

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A