C201 PA QUESTIONS AND ANSWERS
Which part of the organizing process aids in effective and efficient progress toward
planned goals and often results in changes within the organization?
Promoting vision
Evaluating results
Turning strategy into action
Determining the specific activities - Answers -evaluating results
A high-tech startup company is launching a marketing campaign for its new social
media portal by highlighting how the portal exceeds the connectivity and collaboration
capabilities of all other social media sites.
Which type of competitive advantage is this company leveraging?
Brand recognition
Customer loyalty
Price
Product - Answers -product
Which marketing strategy is devoted to maintaining continuous bottom line prices rather
than relying on short-term price-cutting tactics such as cents-off coupons, rebates and
special sales?
Skimming prices
Penetration pricing
Cost-based pricing
Everyday low pricing - Answers -everyday low pricing
When would a pull promotional strategy enhance a competitive advantage to market a
product better than a push strategy?
When the product is best sold through personal selling activities
When demand for the product is driven by marketing intermediaries
When demand for the product is driven by the end user
By combining messages of price-value, product differentiation, and prestige into a
focused campaign - Answers -when demand for the product is driven by the end user
Which marketing tool is often used to build effective relationship marketing campaigns?
Affinity programs
Logistics
Distribution strategies
Product mix - Answers -affinity programs
, Which element of the promotional mix has the advantage of messaging that can be
tailored for each customer, but the disadvantage of a high cost per contact?
Adverising
Personal selling
Sales promotion
Sponsorships - Answers -personal selling
What three factors should be addressed in a successful marketing plan?
Target market
Product gross margin target
Sales revenue goals
Product specification
Plan implementation timeline - Answers -target market
Sales revenue goals
Plan implementation timeline
Which three characteristics are measured in demographic segmentation
Choose 3
Race and ethnicity
Geographic location
Income
Purchase history
Household size - Answers -race and ethnicity
Income
Household size
In which three ways does business-buying behavior differ from customer-buying
behavior?
Choose 3
A group or committee often make decisions
Purchasers follow an ad hoc process
Purchasers often invite selected providers to bid on a purchase
Buyers treat each buying decision independently
Buyers face organizational influences that affect their own preferences - Answers -a
group or committee often make decisions
Purchasers often invite selected providers to bid on a purchase
Buyers face organizational influences that affect their own preferences
Which three factors suggest a product should be marketed as a speciality product?
Priced high
Priced low
Which part of the organizing process aids in effective and efficient progress toward
planned goals and often results in changes within the organization?
Promoting vision
Evaluating results
Turning strategy into action
Determining the specific activities - Answers -evaluating results
A high-tech startup company is launching a marketing campaign for its new social
media portal by highlighting how the portal exceeds the connectivity and collaboration
capabilities of all other social media sites.
Which type of competitive advantage is this company leveraging?
Brand recognition
Customer loyalty
Price
Product - Answers -product
Which marketing strategy is devoted to maintaining continuous bottom line prices rather
than relying on short-term price-cutting tactics such as cents-off coupons, rebates and
special sales?
Skimming prices
Penetration pricing
Cost-based pricing
Everyday low pricing - Answers -everyday low pricing
When would a pull promotional strategy enhance a competitive advantage to market a
product better than a push strategy?
When the product is best sold through personal selling activities
When demand for the product is driven by marketing intermediaries
When demand for the product is driven by the end user
By combining messages of price-value, product differentiation, and prestige into a
focused campaign - Answers -when demand for the product is driven by the end user
Which marketing tool is often used to build effective relationship marketing campaigns?
Affinity programs
Logistics
Distribution strategies
Product mix - Answers -affinity programs
, Which element of the promotional mix has the advantage of messaging that can be
tailored for each customer, but the disadvantage of a high cost per contact?
Adverising
Personal selling
Sales promotion
Sponsorships - Answers -personal selling
What three factors should be addressed in a successful marketing plan?
Target market
Product gross margin target
Sales revenue goals
Product specification
Plan implementation timeline - Answers -target market
Sales revenue goals
Plan implementation timeline
Which three characteristics are measured in demographic segmentation
Choose 3
Race and ethnicity
Geographic location
Income
Purchase history
Household size - Answers -race and ethnicity
Income
Household size
In which three ways does business-buying behavior differ from customer-buying
behavior?
Choose 3
A group or committee often make decisions
Purchasers follow an ad hoc process
Purchasers often invite selected providers to bid on a purchase
Buyers treat each buying decision independently
Buyers face organizational influences that affect their own preferences - Answers -a
group or committee often make decisions
Purchasers often invite selected providers to bid on a purchase
Buyers face organizational influences that affect their own preferences
Which three factors suggest a product should be marketed as a speciality product?
Priced high
Priced low
