Marketing & Communication in Retail 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 is the importance of evaluating a communication program after implementation?

Question 2 2. Which step occurs between establishing communication objectives and implementing them?

Question 3 3. Which method of budgeting relies on looking at previous sales and communication activities to set a current promotional budget?

Question 4 4. What area of marketing are retailers likely to allocate the majority of their budget to?

Question 5 5. Which two elements of an integrated marketing plan are most likely to be customized?

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Question 6 6. _____ is an effective tool for helping retailers make decisions about segmenting the customer base.

Question 7 7. Why is it challenging to measure the extent of brand awareness?

Question 8 8. A business owner wishes to measure brand awareness through internet traffic. Which of the following sources should he consult?

Question 9 9. What is an effective strategy to increase brand awareness?

Question 10 10. Which is NOT a factor looked at when we measure brand equity?

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Question 11 11. What is brand equity?

Question 12 12. Which of these statements about brand equity is NOT true?

Question 13 13. The study of the human behavior in its natural context is an example of _____.

Question 14 14. Which of the following would be considered secondary data collection?

Question 15 15. What is an advantage of using primary data instead of secondary data?

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Question 16 16. A _____ provides the words or terms that help customers understand why they should use the product and the company values.

Question 17 17. Which of the following is a commercial value that can be put on a brand?

Question 18 18. Which of the following does a company need to help develop their brand?

Question 19 19. Brenda's Beauty Salon offers customers a _____.

Question 20 20. The four types of promotion are

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Question 21 21. The marketing mix consists of

Question 22 22. Why are integrated marketing communication plans so important to marketers ?

Question 23 23. How can a sales force utilize an IMC message?

Question 24 24. How would Carla's Clothing implement IMC in her sales promotions ?

Question 25 25. A diaper company developed a diaper product for some overseas markets that contained smaller amounts of diapers, a smaller price and the ability to be stocked in stores with smaller shelf space. Which of these concepts does this best illustrate?

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Question 26 26. Which of the following is a problem with Internet marketing/e-commerce?

Question 27 27. Which company may not be profitable on an international, sustained basis?

Question 28 28. What are the four p's in marketing?

Question 29 29. When discussing marketing, Place refers to:

Question 30 30. Which of the following is an example of a failed exchange?

Marketing & Communication in Retail 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!

Business 203: Introduction to Retail Merchandising  /  Business Courses
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