INTRO TO MARKETING FINAL (SCHWARTZ,
RUTGERS) SPRING FREQUENTLY TESTED
ACTUAL EXAM QUESTIONS WITH CORRECT
ANSWERS
Question 1.
Display ads
ANSWER
Graphical advertising message, generally set off in a box at the top, bottom or to one side of
page content
Standard sizes enable cross industry buying and selling
Question 2.
trade promo tools
ANSWER
i. contests, premiums, and displays
ii. Discounts and allowances
iii. Free goods
iv. "push" money
v. specialty advertising items
Question 3.
Direct marketing channel
ANSWER
From a producer straight to a consumer
Question 4.
Push strategy
ANSWER
consumer is persuaded by in-store promos and sales people
,Question 5.
captive product pricing
ANSWER
pricing products that must be used with the main product
Question 6.
Ad agency functions
ANSWER
i. Marketing Services
ii. Creative Services
iii. Media
iv. Trafficking
v. Analytics
vi. Account Management
Question 7.
service variability
ANSWER
quality of service depends on who provides them and how, when, and where
Question 8.
Digital v. Traditional Marketing
ANSWER
digital is done through an online device meanwhile traditional is not
Question 9.
service intangibility
ANSWER
services cannot be seen, tasted, felt, heard, or smelled before they are bought
,Question 10.
Major advertising decisions
ANSWER
objectives setting, budget decisions, message decisions, media decisions, advertising
evaluation
Question 11.
test marketing
ANSWER
product and proposed marketing campaign are introduced into realistic marketing settings
Question 12.
Personal Selling
ANSWER
a purchase situation involving a personal, paid-for communication between two people in an
attempt to influence each other
Question 13.
price elasticity
ANSWER
a measure of the sensitivity of demand to changes in price
Question 14.
Advertising agency
ANSWER
assists companies in planning, prepping, implementing, and evaluating all or portions of
their advertising programs
, Question 15.
Brand Positioning
ANSWER
attributes, benefits, beliefs and values
Mission for the brand
Vision for the brand
Question 16.
Advertising
ANSWER
any paid form of non-personal presentation and promotion of ideas, goods or services, by an
identified sponsor
e.g. radio, print, internet, mobile, outdoor, direct mail, catalogs
Question 17.
elastic
ANSWER
demand that is very sensitive to a change in price
Question 18.
Marketer (demand)
ANSWER
how will we engage customers with out marketing message?
Question 19.
4 step method for innovation
ANSWER
examples of history, presence of mind, flash of insight, resolution
RUTGERS) SPRING FREQUENTLY TESTED
ACTUAL EXAM QUESTIONS WITH CORRECT
ANSWERS
Question 1.
Display ads
ANSWER
Graphical advertising message, generally set off in a box at the top, bottom or to one side of
page content
Standard sizes enable cross industry buying and selling
Question 2.
trade promo tools
ANSWER
i. contests, premiums, and displays
ii. Discounts and allowances
iii. Free goods
iv. "push" money
v. specialty advertising items
Question 3.
Direct marketing channel
ANSWER
From a producer straight to a consumer
Question 4.
Push strategy
ANSWER
consumer is persuaded by in-store promos and sales people
,Question 5.
captive product pricing
ANSWER
pricing products that must be used with the main product
Question 6.
Ad agency functions
ANSWER
i. Marketing Services
ii. Creative Services
iii. Media
iv. Trafficking
v. Analytics
vi. Account Management
Question 7.
service variability
ANSWER
quality of service depends on who provides them and how, when, and where
Question 8.
Digital v. Traditional Marketing
ANSWER
digital is done through an online device meanwhile traditional is not
Question 9.
service intangibility
ANSWER
services cannot be seen, tasted, felt, heard, or smelled before they are bought
,Question 10.
Major advertising decisions
ANSWER
objectives setting, budget decisions, message decisions, media decisions, advertising
evaluation
Question 11.
test marketing
ANSWER
product and proposed marketing campaign are introduced into realistic marketing settings
Question 12.
Personal Selling
ANSWER
a purchase situation involving a personal, paid-for communication between two people in an
attempt to influence each other
Question 13.
price elasticity
ANSWER
a measure of the sensitivity of demand to changes in price
Question 14.
Advertising agency
ANSWER
assists companies in planning, prepping, implementing, and evaluating all or portions of
their advertising programs
, Question 15.
Brand Positioning
ANSWER
attributes, benefits, beliefs and values
Mission for the brand
Vision for the brand
Question 16.
Advertising
ANSWER
any paid form of non-personal presentation and promotion of ideas, goods or services, by an
identified sponsor
e.g. radio, print, internet, mobile, outdoor, direct mail, catalogs
Question 17.
elastic
ANSWER
demand that is very sensitive to a change in price
Question 18.
Marketer (demand)
ANSWER
how will we engage customers with out marketing message?
Question 19.
4 step method for innovation
ANSWER
examples of history, presence of mind, flash of insight, resolution
