Question 1

_____ appeals help consumers make purchase decisions by offering factual knowledge that encourage consumers to evaluate the brand favorably on the basis of the key benefits they provide.

Accepted Answer

A)  Informational 
B)  Push 
C)  Pull 
D)  Emotional 
E)  Mass

Question 2

In a(n) _____ search for information , a buyer examines his or her own memory and knowledge about a product or service, gathered through past experiences.

Accepted Answer

A)  external 
B)  perceived 
C)  informed 
D)  generic 
E)  internal

Question 3

Fly, a manufacturer of indoor and outdoor heaters, has production facilities that are not running at their full capacity because of piled up inventory. Fly offers a discount to retailers who purchase heaters while the weather is still warm, because the cold months are still at least three months away. Based on historical sales data, Digimart, a retailer, picks up 200 heaters from Fly at a discount of 30% on the usual price. This scenario is an example of a(n) _____.

Accepted Answer

A)  noncumulative quantity discount 
B)  quantity discount 
C)  slotting allowance 
D)  cash discount 
E)  seasonal discount

Question 4

ChoStik, a firm that manufactures office stationery, produces a range of products including sticky notes, note books, pens, pencils, erasers, and adhesives. Some of the raw materials used by ChoStik come from sources contributing to the deforestation of the Tongas National Forest, Alask

Accepted Answer

A)  ChoStik offers discounts on its products when consumers make bulk purchases, but as many customers note, the products are priced significantly higher than competing products to begin with. ChoStik also has a history of introducing exorbitantly priced products only to decrease the prices by a large margin within a week or two, to stimulate artificial demand. ChoStik is can be considered to be _____. 
B)  unethical and socially responsible 
C)  unethical and socially irresponsible 
D)  ethical and socially irresponsible 
E)  ethical and socially responsible
F) socially responsible

Question 5

_____ are pieces of information that have been collected prior to the start of the focal research project.

Accepted Answer

A)  Primary data 
B)  Hypothetical data 
C)  Tertiary data 
D)  Focal data 
E)  Secondary data

Question 6

A customer information storehouse enables

Accepted Answer

A)  retailers to decelerate customer returns. 
B)  create a consistent brand image. 
C)  provide a seamless experience for customers. 
D)  integrate the supply chain. 
E)  reduce shipping charges and sales tax.

Question 7

Mercosur, Association of Southeast Asian Nations, NAFTA, and European Union are examples of _____.

Accepted Answer

A)  trade agreements 
B)  embargoes 
C)  tariffs 
D)  quotas 
E)  exchange controls

Question 8

Calculate the market growth rate of a product in a year if it sold 120,000 units in the first quarter of the year and 200,000 units in the last quarter of the year.

Accepted Answer

A)  12.14% 
B)  66.66% 
C)  72.42% 
D)  78.33% 
E)  89.91%

Question 9

Carnival Cruise Lines increased the price of its seven-day cruise package by 20 percent recently. If demand for its cruises is negatively elastic, which of the following is the likely outcome of the increase in price?

Accepted Answer

A)  The company will see an increase in customer bookings. 
B)  The company's profit will decrease though its revenue will increase. 
C)  The company will see a decrease in total revenue. 
D)  There will be no change in the number of cruises booked. 
E)  The company's total revenue will increase.

Question 10

Which of the following is true of a conventional marketing channel?

Accepted Answer

A)  It is also known as a vertical marketing system. 
B)  In this system, each member acts in the best interest of the other members. 
C)  In this channel, one member has control over the others. 
D)  In this system, each member strives to satisfy its own objectives. 
E)  It includes contractual, administered, and corporate marketing systems.

Question 11

MN Corp., a retailer, wished to open a new store in a suburb. In order to obtain data relating to consumer behavior, competition, and other relevant information, the company employed Am Research, a market research firm. In this scenario, the data collected and presented by Am Research would be known as _____.

Accepted Answer

A)  mined data 
B)  panel data 
C)  internal data 
D)  syndicated data 
E)  scanner data

Question 12

Donner Inc. manufactures a new vacuum cleaner that it claims can actively disinfect areas from bacteria and viruses, along with dust and dust mites. Whitwell Technologies, Donner's competitor, is fascinated with the idea but does not want to license technology from Donner Inc. Instead, the R&D team at Whitwell take apart Donner's vacuum cleaner to understand how it works. Whitwell improves on the technology and manufactures a vacuum cleaner that it claims to be better at disinfecting areas from bacteria and viruses than other competitors. Which of the following is illustrated in the scenario?

Accepted Answer

A)  Reverse engineering 
B)  R&D Consortia 
C)  Licensing 
D)  Brainstorming 
E)  Outsourcing

Question 13

What is the advantage of manufacturer brands?

Accepted Answer

A)  Manufacturers do not have to create or control marketing strategies. 
B)  Manufacturer brands do not require extensive use of marketing programs. 
C)  Manufacturer brands ensure consistent quality of products. 
D)  Manufacturer brands are marketed by retailers who ensure a wider reach. 
E)  Manufacturer brands are cheaper than store brands.

Question 14

Which of the following is seen in Stage 4 of the B2B buying process?

Accepted Answer

A)  Metric assessment 
B)  Order specifications 
C)  Straight rebuys 
D)  Vendor negotiation 
E)  Modified rebuys

Question 15

Marielle Farm sells bakery and dairy products in the U.S. It sells three varieties of cheese, six types of breads, four types of jams, five types of cookies, and eight different varieties of croissants. What is the breadth of Marielle's product mix in this scenario?

Accepted Answer

A)  3 
B)  4 
C)  5 
D)  6 
E)  8

Question 16

Which of the following is true of the in-depth interview method?

Accepted Answer

A)  In-depth interviews can be used for sentiment mining. 
B)  The results of in-depth interviews can be used to make quick changes to the product roll. 
C)  In-depth interviews are relatively less time consuming. 
D)  The results of in-depth interviews can be used to develop surveys. 
E)  In-depth interviews cannot be used to establish an historical context.

Question 17

What do retail outlets hope to achieve from using promotions in conjunction with markdowns?

Accepted Answer

A)  Bulk purchase of products, which reduces brand switching and, in turn, increased consumption 
B)  Increased loyalty of customers based on discounts tailored to suit individual customers 
C)  An increase in store traffic that leads to the purchase of non-promotional products at regular prices 
D)  Increased savings for customers and increased profits, without actually cutting prices 
E)  Selling off less desirable products by including them in a package with more desirable products

Question 18

A seller's costs are usually determined during or after a product is made, with a specified percentage or dollar amount added to the cost to establish a price. In this case, the organization is using _____ pricing.

Accepted Answer

A)  skimming 
B)  demand-based 
C)  differential 
D)  cost-plus 
E)  expense-based

Question 19

Why don't the majority of customers bother to redeem rebates?

Accepted Answer

A)  The discount offered by rebates is not significant enough. 
B)  The procedure to redeem a rebate is complex as well as lengthy. 
C)  The price cut is not offered directly to the consumers. 
D)  The price on the shelf is more than the normal price of the product. 
E)  The rebates come with riders such as a minimum purchase.

Question 20

According to the STP process, once a firm establishes overall strategies, it must

Accepted Answer

A)  decide on segmentation methods. 
B)  evaluate segmentation methods. 
C)  select target markets. 
D)  develop positioning strategies. 
E)  identify positioning strategies.

Exam 1: Professional Certified Marketer