1. Which of the following pricing strategies involves setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price?
A. Penetration Pricing
B. Value Pricing
C. Price Skimming
D. Cost-Plus Pricing
2. In marketing, 'brand equity′ refers to:
A. The total assets of a brand including tangible properties.
B. The financial value of all marketing activities.
C. The added value endowed to products and services with brands.
D. The legal protection of a brand name and logo.
3. Which term describes the process of creating a distinct and desirable place in the target consumers′ minds relative to competing products?
A. Segmentation
B. Targeting
C. Positioning
D. Differentiation
4. What is 'Content Marketing′ primarily focused on?
A. Directly selling products through online advertisements.
B. Creating and distributing valuable, relevant, and consistent content to attract and retain a target audience.
C. Using celebrity endorsements to boost product sales.
D. Focusing solely on search engine rankings without audience engagement.
5. What does 'KPI′ stand for in marketing analytics?
A. Key Performance Indicator
B. Knowledge Process Integration
C. Keep Product Innovative
D. Known Public Interest
6. What does 'AIDA′ stand for in the context of marketing and advertising?
A. Action, Interest, Desire, Awareness
B. Awareness, Interest, Desire, Action
C. Analysis, Implementation, Development, Application
D. Adaptability, Innovation, Dynamism, Achievement
7. What is the primary goal of 'Lead Generation′ in marketing?
A. Closing sales with existing customers.
B. Attracting and capturing the interest of potential customers.
C. Providing customer service after a purchase.
D. Managing social media accounts.
8. What is 'Guerrilla Marketing′ known for?
A. High-budget, mass media campaigns.
B. Conventional and predictable marketing strategies.
C. Unconventional and low-cost marketing tactics to create surprise and buzz.
D. Primarily focusing on digital marketing channels.
9. Which of these metrics is most directly related to measuring the efficiency of a marketing campaign′s spending?
A. Brand Awareness
B. Return on Investment (ROI)
C. Customer Satisfaction Score
D. Website Traffic
10. What is 'Viral Marketing′ aimed at achieving?
A. Controlling the spread of marketing messages.
B. Creating content that is shared rapidly and widely by users.
C. Directly targeting a small, niche audience.
D. Using only paid advertising channels for dissemination.
11. Which of the following is NOT a typical objective of 'Sales Promotion′?
A. Building long-term brand loyalty.
B. Encouraging immediate purchase.
C. Attracting new customers.
D. Increasing short-term sales.
12. What is 'Customer Lifetime Value′ (CLTV)?
A. The total cost of acquiring a new customer.
B. The projected revenue a customer will generate during their relationship with a company.
C. The average price of products purchased by a customer.
D. The historical spending of a customer over the past year.
13. Which marketing communication tool involves building good relations with the company′s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events?
A. Advertising
B. Direct Marketing
C. Public Relations (PR)
D. Sales Promotion
14. What is 'Demand Generation′ in marketing?
A. Fulfilling existing customer orders.
B. Creating awareness and interest in a company′s products or services.
C. Managing customer service inquiries.
D. Optimizing the supply chain for product delivery.
15. Which of these is an example of 'below-the-line′ promotion?
A. Television advertising
B. Magazine advertising
C. Public relations
D. Sponsorship
16. What is 'Conversion Rate′ in e-commerce marketing?
A. The rate at which website visitors leave the site.
B. The percentage of website visitors who complete a desired action, such as making a purchase.
C. The speed at which website pages load.
D. The number of website visitors who only view the homepage.
17. 'Click-through rate′ (CTR) is a metric commonly used in:
A. Print Advertising
B. Social Media Marketing
C. Television Commercials
D. Personal Selling
18. Which of the following best describes 'Market Penetration′ as a growth strategy?
A. Entering new markets with existing products.
B. Introducing new products in new markets.
C. Increasing sales of existing products in existing markets.
D. Developing new products for existing markets.
19. What is 'Social Listening′ in social media marketing?
A. Broadcasting marketing messages across social media platforms.
B. Monitoring social media conversations and mentions related to a brand.
C. Running paid advertising campaigns on social media.
D. Scheduling social media posts for optimal engagement times.
20. What does 'SEO′ stand for in the context of digital marketing?
A. Social Engagement Optimization
B. Search Engine Optimization
C. Sales and E-commerce Operations
D. Strategic Enterprise Outsourcing
21. In marketing, what does 'USP′ primarily stand for?
A. Universal Selling Point
B. Unique Selling Proposition
C. United Sales Partnership
D. Ultimate Service Protocol
22. What is 'Influencer Marketing′?
A. Marketing directly to large corporations.
B. Marketing through individuals who have influence over potential buyers.
C. Marketing that has no measurable impact.
D. Marketing only through traditional media channels.
23. What is 'Omnichannel Marketing′?
A. Marketing through only one primary channel.
B. A multichannel approach that provides the customer with a seamless experience across all channels.
C. Marketing exclusively through online channels.
D. Using different marketing messages for each channel.
24. What is 'Marketing Automation′ primarily used for?
A. Manually sending individual emails to customers.
B. Automating repetitive marketing tasks and workflows.
C. Creating static marketing reports.
D. Replacing human marketers entirely.
25. In marketing ethics, what does 'transparency′ primarily refer to?
A. Using invisible marketing techniques.
B. Being open and honest about marketing practices.
C. Making marketing messages concise and brief.
D. Focusing only on factual information.
26. In digital advertising, what does 'PPC′ stand for?
A. Post Per Campaign
B. Pay-Per-Click
C. Promotional Product Cost
D. Percentage Profit Conversion
27. Which of the following is NOT typically considered one of the '4 Ps′ of the marketing mix?
A. Product
B. Price
C. Promotion
D. Packaging
28. In marketing research, what is 'primary data′?
A. Data that has already been collected for another purpose.
B. Data collected firsthand for a specific purpose.
C. Data sourced from government publications.
D. Data that is less reliable than secondary data.
29. What is the term for the path products take from producers to consumers?
A. Supply Chain
B. Distribution Channel
C. Logistics Network
D. Value Stream
30. What is the term for dividing a broad consumer or business market into sub-groups of consumers based on shared characteristics?
A. Market Penetration
B. Market Segmentation
C. Market Diversification
D. Market Consolidation
