Fresh Marketing Interview Questions & Answers:

1. Which of the following is not a component of the visual expression of a brand:
(a) typography
(b) tone of the voice
(c ) design elements
(d) logo

No Answer is Posted For this Question

2. Marketers are sometimes accused of deceptive practices that lead consumers to believe they will get more value than they actually do. ______________ includes practices such as falsely advertising "factory" or "wholesale" prices or a large price reduction from a phony high retail price.

* a) Deceptive promotion
* b) Deceptive packaging
* c) Deceptive pricing
* d) Deceptive cost structure

Answer c

3. The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics is called:

* a) Geothermy
* b) Demography
* c) Ethnography
* d) Hemos-popography

Answer b

4. When companies make marketing decisions by considering consumers wants and the long-run interests of the company, consumer, and the general population, they are practicing which of the following principles

* a) Innovative marketing
* b) Consumer-oriented marketing
* c) Value marketing
* d) Societal marketing

Answer d

5. One of the most promising developments in multivariable segmentation is called _________________ where a host of demographic and socioeconomic factors is used

* a) Terragraphic segmentation
* b) Fermagraphic segmentation
* c) Geothermy segmentation
* d) Geodemographic segmentation

Answer c

6. The advantages of audience selectivity, no ad competition, and personalization apply to which type of media

* a) Newspapers
* b) Television
* c) Direct Mail
* d) Radio

Answer c

7. Regulations that arise to ensure that firms take responsibility for the social costs of their products or production processes stem from which reason for government legislation of business

* a) To protect companies from each other
* b) To protect consumers from unfair business practices
* c) To protect the interests of society
* d) To protect businesses from unfair consumer demands

Answer a

8. One of the most common problems with using internal database information is that:

* a) Since it was probably collected for some other purpose, it may be incomplete or wrong.
* b) It is usually expensive to retrieve.
* c) Top executives are usually unwilling to relinquish data; therefore, the data has limits.
* d) The data is usually unsecured and, therefore, suspect as to reliability.

Answer d

9. The first modern environmental movement in the United States began in the:

* a) 1940s
* b) 1950s
* c) 1960s and 1970s
* d) mid-1980s

Answer c

10. Today, advertising captures about ____ percent of total promotion spending.

* a) 15
* b) 23
* c) 29
* d) 33

Answer b

11. All of the following are thought to be sources of new product ideas except:

* a) Internal sources
* b) Customers
* c) Competitors
* d) The local library

Answer d

12. Costs that do not vary with production or sales levels are called:

* a) Fixed costs
* b) Variable costs
* c) Standard costs
* d) Independent costs

Answer a

13. In 1985, the Coca-Cola Company made a classic marketing blunder with its deletion of its popular Coca-Cola product and introduction of what it called New Coke. Analysts now believe that most of the company s problems resulted from poor marketing research. As the public demanded their "old Coke" back, the company relented and reintroduced Coca-Cola Classic (which has regained and surpassed its former position) while New Coke owns only 0.1 percent of the market. Which of the following marketing research mistakes did Coca-Cola make?

* a) They did not investigate pricing correctly and priced the product too high.
* b) They did not investigate dealer reaction and had inadequate distribution.
* c) They defined their marketing research problem too narrowly.
* d) They failed to account for the Pepsi Challenge taste test in their marketing efforts.

Answer c

14. The last stage in the selling process is the ________________ stage.

* a) Approach
* b) Handling objections
* c) Closing
* d) Follow-up

Answer d

15. Each salesperson is assigned to an exclusive area in which to sell the company s full line of products or services in which type of sales force structure

* a) Territorial sales force.
* b) Product sales force.
* c) Customer sales force.
* d) Hybrid sales force.

Answer a

16. The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives is called:

* a) Marketing strategy
* b) Marketing control
* c) Marketing analysis
* d) Marketing implementation

Answer d

17. If Honda uses its company name to cover such different products as its automobiles, lawn mowers, and motorcycles, it is practicing which of the following strategies?

* a) New brand strategy
* b) Line extension strategy
* c) Multi-brand strategy
* d) Brand extension strategy

Answer d

18. Technological advances, shifts in consumer tastes, and increased competition, all of which reduce demand for a product are typical of which stage in the PLC.

* a) Decline stage
* b) Introduction stage
* c) Growth stage
* d) Maturity stage

Answer a

19. If a company (considering its options on the product/market expansion grid) chooses to move into different unrelated fields (from what it has ever done before) with new products as a means to stimulate growth, the company would be following which of the following general strategies

* a) Market penetration
* b) Market development
* c) Product development
* d) Diversification

Answer d

20. Setting the promotion budget to match the budgets of the competition is characteristic of which of the following budget methods

* a) Affordable method
* b) Percentage-of-Sales method
* c) Competitive-parity method
* d) Objective-and-task method

Answer c

21. The goal of the marketing logistics system should be to provide:

* a) A targeted level of promotional support
* b) A targeted level of customer service at the least cost
* c) A targeted level of transportation expense ratio
* d) A targeted level of field support

Answer b

22. When a marketing research organization chooses a segment of the population that represents the population as a whole, they have chosen a _______________.

* a) Group
* b) Bi-variant population
* c) Sample
* d) Market target

Answer c

23. ________________ is screening new-product ideas in order to spot good ideas and drop poor ones as soon as possible.

* a) Idea generation
* b) Concept development and testing
* c) Idea screening
* d) Brainstorming

Answer c

24. When Coca-Cola and Nestle formed a joint venture to market a ready-to-drink coffee and tea worldwide, the type of marketing system that was formed would best be described as being a(n):

* a) Vertical marketing system
* b) Parallel marketing system
* c) Diversified marketing system
* d) Horizontal marketing system

Answer d

25. The practice of going after a large share of a smaller market or subsets of a few markets is called:

* a) Undifferentiated marketing
* b) Differentiated marketing
* c) Concentrated marketing
* d) Turbo marketing

Answer c

26. A "three-day cooling off period" in which buyers can cancel a contract after re-thinking it is to protect the consumer from which of the below:

* a) Creative selling
* b) High pressure selling
* c) Detail selling
* d) Hard core selling

Answer b

27. The type of sales force structure in which the sales force sells along product lines is called a:

* a) Territorial sales force.
* b) Product sales force.
* c) Customer sales force.
* d) Retail sales force.

Answer b

28. The major advantage of survey research is its:

* a) Simplicity
* b) Structure
* c) Organization
* d) Flexibility

Answer d

29. Joining with foreign companies to produce or market products and services is called:

* a) Direct exporting
* b) Indirect exporting
* c) Licensing
* d) Joint venturing

Answer d

30. The shrinking of distances due to technological advances such as computer and fax connections by telephone, are one characteristic of what new challenge to marketing?

* a) Rapid globalization
* b) The changing world economy
* c) The call for more socially responsible marketing
* d) The microchip revolution

Answer a

31. A company is in the ______________ stage of the new product development process when the company develops the product concept into a physical product in order to assure that the product idea can be turned into a workable product.

* a) Product development
* b) Commercialization
* c) Marketing strategy
* d) Business analysis

Answer a

32. If advertising constantly sends out messages about materialism, sex, power, and status, which of the following categories of social criticism most closely matches this problem

* a) Too much advertising
* b) Too few social goods
* c) Cultural pollution
* d) Too much political power

Answer c

33. The _______________ holds that consumers will favor products that are available and highly affordable (therefore, work on improving production and distribution efficiency).

* a) Product concept
* b) Production concept
* c) Production cost expansion concept
* d) Marketing concept

Answer b

34. When personal interviewing involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization, the method is called:

* a) Selective sponsorship
* b) Probing
* c) Focus group interviewing
* d) The Delphi method

Answer c

35. If Mark Mars pays Hershey Foods Corporation for the right to use their name on his line of T-shirts, then Mr. Mars is using which type of branding

* a) Licensed brand
* b) Manufacturer's brand
* c) Private brand
* d) Co-brand

Answer a