MKTG 396 INTRODUCTION TO
MARKETING PRACTICE EXAMINATION
2026 QUESTIONS WITH ANSWERS
GRADED A+
◍ What has prompted many marketers to begin making relevant and timely
offers to consumers on their mobile phones at or near the point of purchase.
Answer: Declining redemption rates for traditional coupons
◍ With the growing complexity of the communication landscape, companies
are adopting this approach to designing, communicating, and delivering a
message through multiple strategies that work together and reinforce one
another.
Answer: Integrated Marketing Communications
◍ Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel,
they were offered chilled juice. Their check-in formalities were handled by
the staff. When they entered their room, they saw that chocolates had been
placed on the pillows and a flower arrangement on the table. These are
examples of customer.
Answer: Touch Points
◍ public relations.
Answer: Placement of news or media presentations with the deliberate
attempt to manage the public's perception
◍ When Amazon broadened its focus from being the world's biggest online
bookstore to being the world's biggest online retail store, which element of
strategic planning did this represent.
Answer: Mission
,◍ The research insight Walmart used to shift its reputation away from a
purveyor of "cheap" merchandise.
Answer: The emotional benefit consumers get from feeling like smart
shoppers
◍ Marketing mix emphasis for experiential brands.
Answer: product and place (delivery and service)
◍ advertiser is obvious.
Answer: very distinctive look and feel
◍ internal reference price.
Answer: what you think you should pay given your past experience and the
buying situation
◍ Problem with "Lower Price, More Benefits" Positioning.
Answer: Very difficult to sustain in the long runOffering more usually costs
more, making it difficult to deliver on the "for-less" promise May lose out to
more focused competitors
◍ Frequency.
Answer: the average number of times a person in the target audience is
exposed to a message or advertisement
◍ This phase is the gateway to customers' interaction with the company's
offering. It is in this phase that target customers encounter the company's
offering.
Answer: Awareness
◍ fox.
Answer: high service productivity, low service quality
◍ If you text a friend for advice on choosing from three restaurants you have
in mind for dinner tonight, you have reached what stage of the customer
acquisition funnel.
Answer: Ask
◍ Attractive Target Segments.
, Answer: Market Size (is the market big enough to deliver expected
products?)Expected Growth (is the market growing?)Competitive Position
(What is the level of competitive rivalry? Is the differentiated product
offering valued by customers?)Cost to Reach (is the market economically
accessible?)
◍ Consumer needs and involvement for image brands.
Answer: Social and esteem needs, moderate to high involvement
◍ When the National Grape Cooperative reinforced the Welch's brand
credentials by focusing on its local sourcing of ingredients, it used this point
of difference.
Answer: Brand Authenticity
◍ Steps in Setting Price.
Answer: 1. Select the pricing objective2. Determine demand3. Estimate
company costs4. Know competitors' prices5. Select pricing method
◍ SBUs with only one or a few product lines are considered to have.
Answer: Specialized portfolios
◍ If a firm's new-employee orientation session included a video telling the
story of the company's founding and how it overcame various struggles
toget to where it is today, the element of strategic management this would
represent is.
Answer: Culture
◍ convert.
Answer: conversion rate and order value to repeat customers
◍ The key reasons why Nintendo had a hit with the Wii and Apple with the
iPad.
Answer: Both companies designed the right product based on thoughtful
research
◍ New Product Development Process.
Answer: idea generation and screeningconcept development and
MARKETING PRACTICE EXAMINATION
2026 QUESTIONS WITH ANSWERS
GRADED A+
◍ What has prompted many marketers to begin making relevant and timely
offers to consumers on their mobile phones at or near the point of purchase.
Answer: Declining redemption rates for traditional coupons
◍ With the growing complexity of the communication landscape, companies
are adopting this approach to designing, communicating, and delivering a
message through multiple strategies that work together and reinforce one
another.
Answer: Integrated Marketing Communications
◍ Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel,
they were offered chilled juice. Their check-in formalities were handled by
the staff. When they entered their room, they saw that chocolates had been
placed on the pillows and a flower arrangement on the table. These are
examples of customer.
Answer: Touch Points
◍ public relations.
Answer: Placement of news or media presentations with the deliberate
attempt to manage the public's perception
◍ When Amazon broadened its focus from being the world's biggest online
bookstore to being the world's biggest online retail store, which element of
strategic planning did this represent.
Answer: Mission
,◍ The research insight Walmart used to shift its reputation away from a
purveyor of "cheap" merchandise.
Answer: The emotional benefit consumers get from feeling like smart
shoppers
◍ Marketing mix emphasis for experiential brands.
Answer: product and place (delivery and service)
◍ advertiser is obvious.
Answer: very distinctive look and feel
◍ internal reference price.
Answer: what you think you should pay given your past experience and the
buying situation
◍ Problem with "Lower Price, More Benefits" Positioning.
Answer: Very difficult to sustain in the long runOffering more usually costs
more, making it difficult to deliver on the "for-less" promise May lose out to
more focused competitors
◍ Frequency.
Answer: the average number of times a person in the target audience is
exposed to a message or advertisement
◍ This phase is the gateway to customers' interaction with the company's
offering. It is in this phase that target customers encounter the company's
offering.
Answer: Awareness
◍ fox.
Answer: high service productivity, low service quality
◍ If you text a friend for advice on choosing from three restaurants you have
in mind for dinner tonight, you have reached what stage of the customer
acquisition funnel.
Answer: Ask
◍ Attractive Target Segments.
, Answer: Market Size (is the market big enough to deliver expected
products?)Expected Growth (is the market growing?)Competitive Position
(What is the level of competitive rivalry? Is the differentiated product
offering valued by customers?)Cost to Reach (is the market economically
accessible?)
◍ Consumer needs and involvement for image brands.
Answer: Social and esteem needs, moderate to high involvement
◍ When the National Grape Cooperative reinforced the Welch's brand
credentials by focusing on its local sourcing of ingredients, it used this point
of difference.
Answer: Brand Authenticity
◍ Steps in Setting Price.
Answer: 1. Select the pricing objective2. Determine demand3. Estimate
company costs4. Know competitors' prices5. Select pricing method
◍ SBUs with only one or a few product lines are considered to have.
Answer: Specialized portfolios
◍ If a firm's new-employee orientation session included a video telling the
story of the company's founding and how it overcame various struggles
toget to where it is today, the element of strategic management this would
represent is.
Answer: Culture
◍ convert.
Answer: conversion rate and order value to repeat customers
◍ The key reasons why Nintendo had a hit with the Wii and Apple with the
iPad.
Answer: Both companies designed the right product based on thoughtful
research
◍ New Product Development Process.
Answer: idea generation and screeningconcept development and
