Concepts in Marketing Chapter Exam

Exam Instructions:

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

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Question 1 1.

What are the problems of service intangibility?

I. The inability to know what a service will bring in terms of outcome.

II. The risk of spending time/money/effort for something you're unsure of.

III. The inability to feel a product.

Question 2 2.

How can you help overcome the problems associated with service intangibility if a person is afraid of spending their money on your service? Choose the best answer(s).

I. Offer a money back guarantee.

II. Offer a free trial.

III. Make a great website.

Question 3 3. On a typical trading day, the stock market drops on news of the Federal Reserve raising the interest rates. The market loses 200 points. By the end of the trading day, there was never an interest rate hike. What can you expect to happen to the market the next day?

Question 4 4. There are many ways to approach personal or business finance. The two discussed in this lesson were?

Question 5 5. Dunkin' Donuts positions itself through all of these concepts EXCEPT:

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Question 6 6. Making a coffee purchase most likely falls where in the consumer buying behaviors scale?

Question 7 7. What comes after ''desire'' in the AIDA model?

Question 8 8. How does the purchasing funnel tie into the AIDA model?

Question 9 9. Astroturfing is conducted in an effort to make the messaging look like _____.

Question 10 10. Astroturfing in marketing is frequently seen in all of these channels EXCEPT which?

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Question 11 11. This tool of geomarketing allows companies to send information via text, notification or application:

Question 12 12. What is the primary benefit of geomarketing?

Question 13 13. The O2O model combines which two things?

Question 14 14. What is the purpose of the O2O model?

Question 15 15. Which is these is the most accurate statement regarding diversity marketing?

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Question 16 16. Which of these is a good idea for brands working to incorporate diversity into their marketing?

Question 17 17. Coca-Cola saw all of these benefits EXCEPT which thanks to its ''Share a Coke'' IMC campaign?

Question 18 18. Coca-Cola implemented the strategy of _____ to tie its integrated marketing communications campaign together for ''Share a Coke.''

Question 19 19. What is a form of referral marketing described in this lesson?

Question 20 20. How is staff training a part of referral marketing?

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Question 21 21. How does guest-writing content for other websites help drive traffic to your own website?

Question 22 22. What role do keywords play in article marketing?

Question 23 23. Let's say you are a brain surgeon. How can you overcome the problems of service intangibility?

Question 24 24. When you sell stock or react financially to news indirectly related to your interest that is called?

Question 25 25. Starbucks appeals to a consumer's psychological buying preferences in all of the following ways EXCEPT:

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Question 26 26. The creator of the AIDA Model, Elias St. Elmo Lewis, said that an advertisement should be all of these things EXCEPT which?

Question 27 27. How did Samsung Taiwan participate in the practice of astroturfing?

Question 28 28. How is geofencing used?

Question 29 29. The O2O model is beneficial for marketers in all of the following ways EXCEPT which?

Question 30 30. Tammy is a marketing director for a cosmetics company. She wants to dive into diversity marketing, and has identified some target groups of interest. What is one of the first things Tammy should do?

Concepts in Marketing Chapter Exam Instructions

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

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