Question 1

X-Pert Bikes sells bikes for people of all ages. The company is entering the Indian market for the first time. Indian consumers are not familiar with the brand or its products. The company is planning its introductory ad campaign. Which of the following should the company aim to build first?

Accepted Answer

A)  Brand awareness 
B)  Brand dilution 
C)  Brand parity 
D)  Brand extension 
E)  Brand loyalty

Question 2

_____ is a communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase.

Accepted Answer

A)  Product advertising 
B)  Reminder advertising 
C)  Personalized advertising 
D)  Persuasive advertising 
E)  Informative advertising

Question 3

A Macy's manager designs the casual clothing department such that one of Macy's private label pairs of jeans, priced at $24.99, is positioned next to a national brand of jeans, such as Levis, priced at $39.99. What is the manager attempting to accomplish?

Accepted Answer

A)  Everyday low prices strategy 
B)  Odd-even pricing strategy 
C)  Prestige pricing strategy 
D)  Special-event pricing strategy 
E)  Reference pricing strategy

Question 4

Which of the following is a disadvantage of outdoor marketing?

Accepted Answer

A)  It cannot be linked to detailed content. 
B)  It is relatively more flexible than newspaper advertising. 
C)  It offers reduced chances of repeat exposure. 
D)  It is highly expensive. 
E)  It offers very limited exposure time.

Question 5

Mustard, a manufacturer of audio systems, is the market leader in the audio equipment segment in the U.S., a fast-growth market. Its flagship product, Zeus, a high-end audio entertainment system, holds 30% of the market share in its segment, barely a year after its release. Zeus can be classified as a _____ in the BCG matrix.

Accepted Answer

A)  dog 
B)  cash cow 
C)  star 
D)  question mark 
E)  loss leader

Question 6

Ricardo buys a dental care kit from Sobreno's, a retail store. The kit contains mouthwash, toothpaste, floss, tongue cleaner, and toothbrush in individual boxes with the manufacturers' labeling. The mouthwash comes in a 50-ounce bottle, the toothpaste in a 4-ounce tube, the floss in a small pack, and the tongue cleaner and toothbrush in anti-bacterial wraps. Which of the following from the scenario is a primary package?

Accepted Answer

A)  The dental care kit 
B)  The floss in its box with the manufacturer's label 
C)  The toothpaste in its 100g tube 
D)  The anti-bacterial wrap containing the toothbrush and tongue cleaner 
E)  The manufacturers' labels on each individual product

Question 7

QuickFix Inc., a clothing supplier, sends an advanced shipping notice document to Western Stores. Which of the following information is most likely to be conveyed by this document?

Accepted Answer

A)  Details regarding transfer of ownership and so forth 
B)  Information relating to the previous owners 
C)  Details related to size and quantity of shipment 
D)  Details related to price of the shipment 
E)  Details related to the warehousing of the shipment

Question 8

A company's_____ specifies the marketing activities that a firm will undertake in a specific period of time.

Accepted Answer

A)  mission statement 
B)  code of conduct 
C)  marketing plan 
D)  statement of purpose 
E)  marketing mix

Question 9

Resolve surveys 20,000 households that own a TV. The results of this survey indicate that an advertisement for a retail store was watched 360,000 times during a period of three days. The same advertisement was watched at least once by 30,000 people. What is the average frequency of the advertisement?

Accepted Answer

A)  30,000 
B)  360,000 
C)  12 
D)  10,000 
E)  1.5

Question 10

A grocery store checkout counter collects content relating to individual consumer purchases. When this content is organized, analyzed and interpreted, it becomes _____.

Accepted Answer

A)  data 
B)  information 
C)  metadata 
D)  metacontent 
E)  samples

Question 11

Sunshine Foods Inc., an international fast-food chain, allows JP Inc. to use its logo and operate a retail outlet in the name of Sunshine Foods for a specified fee. Sunshine Foods also provides JP Inc. with assistance in relocating and establishing the outlet. This type of arrangement is known as _____.

Accepted Answer

A)  a joint venture 
B)  a liability partnership 
C)  licensing 
D)  foreign direct investment 
E)  franchising

Question 12

In a distribution center, getting merchandise floor-ready means _____.

Accepted Answer

A)  packaging merchandise that will be stored in the distribution center. 
B)  preparing merchandise to be placed on the selling floor. 
C)  sending merchandise from the unloading dock at which it was received to the loading dock for the truck going to the specific store. 
D)  going through the goods upon receipt to make sure they arrived undamaged and that the merchandise ordered was the merchandise received. 
E)  recording the receipt of merchandise as it arrives at a distribution center.

Question 13

Which of the following is the first step in planning and executing an advertising campaign?

Accepted Answer

A)  Creating advertisement 
B)  Conveying the message 
C)  Evaluating and selecting media 
D)  Determine the budget 
E)  Identifying the target audience

Question 14

Which of the following is an example of a contest?

Accepted Answer

A)  Visit our website and win movie tickets 
B)  Avail our ""featured price"" discounts 
C)  Buy one, get one free 
D)  Player of the year sponsored by Mars Inc. 
E)  Leave your visiting card and win a trip to Bahamas

Question 15

Which of the following is a source of quantitative research?

Accepted Answer

A)  In-depth interviews 
B)  Social media sites 
C)  Scanner data 
D)  Projective techniques 
E)  Focus groups

Question 16

Analyzing data and developing insights from this analysis would take place before the _____ step of the market research process.

Accepted Answer

A)  defining objectives 
B)  designing the research 
C)  data collection 
D)  determining research needs 
E)  implementation

Question 17

In the typical communication process, the message originates from the _____.

Accepted Answer

A)  receiver 
B)  transmitter 
C)  sender 
D)  creator 
E)  decoder

Question 18

Which of the following retailers offers a broad variety of merchandise, limited service, and low prices?

Accepted Answer

A)  Full-line discount stores 
B)  Specialty stores 
C)  Extreme value retailers 
D)  Department stores 
E)  Convenience stores

Question 19

Filz, a consumer electronics manufacturer, wants to produce a new line of eco-friendly ACs to tap into the segment of customers who make environmentally conscious decisions. It asks the R&D team to come up with a suitable technology to facilitate the production of eco-friendly ACs. Which of the following stages of product development has be exemplified in this scenario?

Accepted Answer

A)  Evaluation of results 
B)  Idea generation 
C)  Product development 
D)  Market testing 
E)  Concept testing

Question 20

Saleye Pharmaceuticals develops cheaper alternatives to proprietary drugs. Its mission statement states that it wants to create affordable medicine for everyone and create a healthier world. Saleye releases a new and improved version of its pain-relieving drug, Fento. Within a week, Saleye receives many complaints stating that the drug is inducing hallucinations and in some cases triggering certain anxiety disorders. Saleye was caught off-guard as its animal and human trials did not reveal any side effects. Saleye deliberated over the decision to recall the drug for over a week and by the time it eventually did, it had lost millions in stocks. Where did Saleye fail?

Accepted Answer

A)  It did not have an ethical mission statement. 
B)  It did not have control measures in place. 
C)  It did not consider the target market before creating its drug. 
D)  It prioritized profits over effective drugs. 
E)  It did not conduct large-scale human trials.

Exam 1: Professional Certified Marketer