Question 1

_____ 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.

Accepted Answer

A)  Value proposition 
B)  Relative positioning 
C)  Competitive positioning 
D)  Market positioning 
E)  Selective perception

Question 2

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 _____.

Accepted Answer

A)  C2C marketing 
B)  B2B marketing 
C)  B2C marketing 
D)  C2B marketing 
E)  direct marketing

Question 3

A sustainable competitive advantage for a firm refers to:

Accepted Answer

A)  an advantage that a firm possesses as a result of being first in a particular market. 
B)  an advantage that a firm possesses for a short period of time, till a competitor replicates it. 
C)  an advantage that is not easily copied and thus can be maintained over a long period of time. 
D)  an advantage companies possess by being already established in a market. 
E)  an advantage that a firm has as a result of its ability to produce goods at a lower cost than its competitors.

Question 4

The planning phase of the marketing plan involves

Accepted Answer

A)  defining the mission and vision for the business. 
B)  evaluating different opportunities by engaging in segmentation, targeting, and positioning. 
C)  executing the marketing mix using the four Ps. 
D)  taking any necessary corrective actions to correct deviations from the plan. 
E)  evaluating the performance of the marketing strategy using marketing metrics.

Question 5

The second stage of the AIDA model is _____.

Accepted Answer

A)  Intention 
B)  Interest 
C)  Introduction 
D)  IMC 
E)  Insistence

Question 6

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.

Accepted Answer

A)  locational 
B)  product 
C)  service 
D)  operational 
E)  customer

Question 7

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

Accepted Answer

A)  product 
B)  price 
C)  promotion 
D)  place 
E)  process

Question 8

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?

Accepted Answer

A)  11.12% 
B)  22.46% 
C)  29.77% 
D)  33.33% 
E)  41.13%

Question 9

How can firm decrease the depth of the product mix?

Accepted Answer

A)  By adding a new product to an existing product line 
B)  By deleting products to realign resources 
C)  By eliminating loss-making product lines 
D)  By introducing an existing product line in a new markets 
E)  By deleting product lines in one market and moving them to another market

Question 10

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?

Accepted Answer

A)  The beer 
B)  The concept of a beer garden 
C)  The fact that its products are local and sustainably sourced 
D)  The experience customers have at BrewCraft beer gardens 
E)  The use of social media for its ad campaign

Question 11

_____ 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.

Accepted Answer

A)  Subsistence theory 
B)  Samuelson effect theory 
C)  Purchasing power parity theory 
D)  Penn effect theory 
E)  Trade parity theory

Question 12

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.

Accepted Answer

A)  5 
B)  20 
C)  400 
D)  500 
E)  1000

Question 13

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.

Accepted Answer

A)  segmenting 
B)  repositioning 
C)  positioning 
D)  valuing 
E)  re-mapping

Question 14

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 _____.

Accepted Answer

A)  top-of-mind awareness 
B)  aided recall 
C)  lagged effect 
D)  evaluation 
E)  persuaded interest

Question 15

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

Accepted Answer

A)  Brand awareness, perceived value, brand associations, and brand loyalty 
B)  Brand extension, depth, breadth, and product mix 
C)  Co-branding, customer value, and product line 
D)  Brand dilution, marketing strategy, labeling strategy, and branding strategy 
E)  Brand association, packaging, line extension, and associated services

Question 16

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

Accepted Answer

A)  6 
B)  54 
C)  66 
D)  10 
E)  360

Question 17

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?

Accepted Answer

A)  7,000 
B)  1,050 
C)  147,000 
D)  22,050 
E)  20

Question 18

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?

Accepted Answer

A)  Act on Bret's advice. 
B)  Act on Julio's advice. 
C)  Act on Martino's advice. 
D)  Use an old set of bolts now and replace them when the customer comes back for the first bike service. 
E)  Tell the customer that they faced a mechanical problem and hence delivery would be delayed.

Question 19

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

Accepted Answer

A)  Manufacturing the product from raw materials 
B)  Changing product designs in response to customer feedback 
C)  Undertaking market research to determine the target audience for the product 
D)  Coordinating between suppliers of raw materials for production 
E)  Introducing the product to the market at a discount to encourage consumers to try it

Question 20

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?

Accepted Answer

A)  Unibix should analyze its internal strengths and weaknesses to evaluate its potential in the market. 
B)  Unibix should identify marketing metrics that it can use to evaluate its performance. 
C)  Unibix should implement the marketing mix and allocate resources for the various activities. 
D)  Unibix should evaluate the attractiveness of the different market segments and select segments on which it will focus its marketing efforts. 
E)  Unibix should conduct a detailed analysis of the cultural and economic factors in the market in which it operates.

Exam 1: Professional Certified Marketer