Exam 1: Professional Certified Marketer

_____ involves a process of defining the 4P variables so that target customers have a clear, distinctive, desirable understanding of what the product does or represents in comparison with competing products.

Jim wants to sell his couch and posts an advertisement on an online portal with the details. He includes a photo of the couch and the price he is willing to sell for. Steve notices the ad and contacts Jim to buy the couch. This type of business process is known as _____.

A sustainable competitive advantage for a firm refers to:

The planning phase of the marketing plan involves

The second stage of the AIDA model is _____.

Mars Inc., a retailer, maintains strong relationships with its suppliers. It has a strong supply chain and the company motto is ""We never miss our delivery dates."" In this scenario, Mars Inc. is achieving sustainable competitive advantage through a strategy of _____ excellence.

United Beverages opens a number of new outlets to market its beverage products across the country. This reflects the _____ aspect of the marketing mix.

If a customer spends $40 on purchasing a company's product and spends $80 on other companies' products in the same product category, what is the company's share of customer wallet?

How can firm decrease the depth of the product mix?

BrewCraft Beer is a microbrewery that sells its beer at its own beer gardens in Central City. Though customers were initially unused to the concept of a beer garden, BrewCraft undertook a long-running social media campaign to popularize the concept. It also advertised the fact that all its ingredients were sources locally and sustainably. Which of the following would be considered the service that BrewCraft is selling customers?

_____ is a theory that states that if the exchange rates of two countries are in equilibrium, a product purchased in one will cost the same in the other, if expressed in the same currency.

Calculate the brand development index of a company for a region where it earns 20% of its sales and in which 4% of the country's population resides.

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is_____ his business relative to his competition.

During a sales interview, Jim says "Harley Davidson" when the interviewer asks him to name a brand of American motorcycles. In this scenario, Jim is exhibiting _____.

Which of the following combinations is used to determine the equity of a brand?

If the GRP of an advertisement is 60 percent and its reach is 6 percent, what is the frequency of the ad?

SciFun.com and NatuRun.com are two websites that publish articles related to science and technology. The webpages on these sites often link to each other's websites, particularly when an article from one website is reproduced on the other. An original article about black holes, from SciFun, is reproduced as is on NatuRun with the original 20 images. The article receives 7,000 pageviews and generates 147,000 hits. 15% of the pageviews result in users clicking the link to the original article on SciFun. What is the number of hits generated on the original article due to NatuRun?

DRM Bikes received an order for a customized bike. Bret, the employee in charge of ordering parts for the custom bikes, ordered two fewer clamping bolts and realized the mistake only after his co-worker Julio complained of a shortage in clamping bolts. Julio suggested that it was best to inform the customer about the situation and place a new order for a set of bolts. Martino, Bret's co-worker, suggested using an old pair of bolts because the average customer wouldn't recognize the difference. However, Bret knows that the customer is an experienced biker who will notice the difference, and hence suggested that they use the old pair on a bike for a customer who would not. Considering the evidence presented, what is the ethical step for the sales manager to take?

Which of the following activities is part of the place aspect of the marketing mix?

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?