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Question 1
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Competitive advantage is the favorable position an organization seeks in order to be

_________ than its rivals.
Select one:
a. Practical
b. Popular
c. Preferable
d. Profitable
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Question 2
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The marketing plan and _______ keeps the entire Marketing team focused on specific
goals – it’s a critical document for the organization.
Select one:
a. Control
b. Finance
c. Vision
d. Budget
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Viral Marketing uses the power of ________ media to promote a product or service.
Select one:
a. Outdoor
b. Print
c. Social
d. Television
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Question 4
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Winning companies improve the value of their customer base by excelling at four of the
following activities but NOT by_________________ .
Select one:
a. enhancing the growth potential of each customer
b. increasing the longevity of the customer relationship
c. making low-profit customers more profitable or ceasing to deal with them
d. reducing the costs of associating with the customer base
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Question 5
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_____ advantage is a company's ability to produce something more efficiently than a
rival
Select one:
a. Differential
b. Noticeable
c. Substantial
d. Comparative
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Question 6
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One of the steps towards creating a competitive advantage is finding _______ market
space.
Select one:
a. Uncontested
b. Under-estimated
c. Unknown
d. Inaccessible
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Question 7
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One of the steps towards creating a competitive advantage is developing a _______

system.
Select one:
a. Competitive R&D
b. Competitive IT
c. Competitive intelligence
d. Competitive tactics
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Question 8
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All of the following are examples of Buzz Marketing EXCEPT ________.

Select one:
a. Television advertisements
b. Customer Reviews
c. Unboxing videos on YouTube
d. Customer Testimonials
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Question 9
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Advertising media must be adapted internationally. Which of the following is NOT true
about the need for communication adaptation?
Select one:
a. The same advertisement can be presented in all countries in Europe.
b. Mobile phone ads are widely accepted in Europe and Asia.
c. Magazines are important in Italy, but not in Austria.
d. Advertising time is limited in Europe.
e. Advertisers must buy advertising time far in advance.
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Question 10
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Experiential Marketing seeks to ________.

Select one:
a. generate sales through product demonstrations
b. generate likes on social media
c. engage customers with the brand
d. create short term Buzz for the brand

Question 11
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Which of the following is a NEW way in the changing view of optimizing shareholder
value?
Select one:
a. Measure customer profitability
b. Products are at the heart of the firm’s decision making
c. Firms should attract, retain, and grow all customers
d. Measure product profitability
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Ambush Marketing is adopted by ________ of a mega event.

Select one:
a. Media sponsors
b. Sponsors
c. Associate sponsors
d. Non sponsors
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Question 13
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________ involves changing the product to meet local requirements, conditions, or

wants.
Select one:
a. Standard global marketing
b. Product invention
c. Straight product extension
d. Product adaptation
e. Communication adaptation
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Question 14
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Question text

The purchase of goods or services for use by an organization in producing other goods
and services, to support the daily operations of the organization, or for resale is called:
Select one:
a. wholesale marketing.
b. distribution marketing.
c. corporate marketing.
d. business-to-business marketing.
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Question 15
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A ________ is a detailed roadmap that outlines the marketing strategies, tactics, costs
and projected results over a period of time.
Select one:
a. Marketing Budget
b. Sales Budget
c. Mission statement
d. Marketing Plan
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Question 16
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Customer relationship management (CRM) is the process of__________________ .

Select one:
a. learning to retain customers
b. acquiring the right customer
c. instituting the best processes
d. carefully managing detailed information about individual customers and all ‘touch
points’ to maximise customer loyalty
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Question 17
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To gain and maintain a competitive advantage, an organization must be able to

demonstrate a greater comparative or_______value than its competitors.
Select one:
a. Distinctive
b. Differential
c. Primary
d. Measurable
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Question 18
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All of the following are benefits of online direct marketing for buyers EXCEPT ________.
Select one:
a. access to numerous products
b. access to product reviews
c. live product demonstrations
d. convenience
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Question 19
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Which of the following terms refers to a 30-minute television program that markets a
single product?
Select one:
a. infomercial
b. digital catalog
c. telemarketing
d. TV ad
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Question 20
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All costs customer expects to incur to buy any market offering is called
Select one:
a. total customer cost
b. total economic cost
c. total functional cost
d. total functional cost

Question 21
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Question text

Marketers are concerned about being ecologically responsible for the following reasons
except
Select one:
a. there is a growing problem of obesity in adults and children globally.
b. there is a growing pressure on natural resources such as North Sea fish stocks and
oil.
c. there is a growing concern in consumers of the impact of climate change and global
warming.
d. consumers are showing a propensity to spend their money in a way that shows least
ecological harm.
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Question 22
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With the globalization of markets, the tastes and preferences of consumers world-wide
are:
Select one:
a. so different that they can be ignored by international organizations.
b. converging upon a global norm.
c. becoming similar to the tastes and preferences of American consumers.
d. being encouraged by multinational organizations to become increasingly similar.
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Question 23
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In order to review progress, every marketing plan must include the ______
Select one:
a. Target market
b. Positioning strategy
c. Product strategy
d. Timeline of events
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Question 24
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If you are marketing to a business that primarily needs components for its products,
what's your target market?
Select one:
a. Institutions
b. Manufacturers
c. Government
d. Trade
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Question 25
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A(n) ________ is a limit on the amount of goods that an importing country will accept in
certain product categories.
Select one:
a. benchmark
b. exchange control
c. embargo
d. tariff
e. quota
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Question 26
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Sustainable marketing (SM) involves principled marketing predicated on the tenets of the
triple bottom lines, which cover
Select one:
a. Ethical, revenue and supplier responsibilities
b. Social, legal and shareholder responsibilities
c. Revenue, shareholder and ethical responsibilities
d. Social, environmental and economic responsibilities
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Question 27
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Which of the below is a purely video content driven social media platform?
Select one:
a. Facebook
b. LinkedIn
c. YouTube
d. Instagram
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Question 28
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Ikea displaying their product catalog on their website is what form of direct marketing?
Select one:
a. digital marketing
b. direct-mail marketing
c. kiosk marketing
d. catalog direct marketing
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Question 29
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A(n) ________ serves to limit the amount of foreign exchange and the exchange rate
against other currencies.
Select one:
a. exchange premium
b. exchange control
c. tariff trade barrier
d. free trade zone
e. quota
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Question 30
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Which of the below is an example of a professional social media platform?

Select one:
a. LinkedIn
b. Facebook
c. Instagram
d. YouTube