Operational Marketing Executive Interview Questions & Answers:

1. ________________ is quoted as saying that, "everyone lives by selling something."
* a) Bill Gates
* b) Robert Louis Stevenson
* c) Arthur Miller
* d) Henry Ford

* b) Robert Louis Stevenson

2. The total number of items that the company carries within its product lines refers to the ___________ of the product mix.
* a) Width
* b) Depth
* c) Length
* d) Consistency

* c) Length

3. A (n) __________________ are computerized collections of information obtained from data sources within the company.
* a) Retrieval systems
* b) Marketing research reports
* c) Flow diagrams and PERT charts
* d) Internal databases

* d) Internal databases

4. It is a fact that there are 24 million left-handed people in the United States, however, most marketers do not attempt to appeal to or design products for this group because there is little in the way of census data about this group. Therefore, this group fails in one of the requirements for effective segmentation. Which of the following is most likely to apply in this case?
* a) Actionable
* b) Substantial
* c) Differentiable
* d) Measurable

* d) Measurable

5. Many U.S. firms have sought relief from foreign competition by demanding protectionism policies by the U.S. government. A better way for companies to compete is to expand into foreign markets and:
* a) Lower prices
* b) Increase promotion both at home and abroad
* c) Continuously improve their products at home
* d) Join into cartels at home

* c) Continuously improve their products at home

6. ______________ is a principle of enlightened marketing that requires that a company seek real product and marketing improvements.
* a) Innovative marketing
* b) Consumer-oriented marketing
* c) Value marketing
* d) Sense-of-mission marketing

* a) Innovative marketing

7. In terms of special product life cycles, a _____________ is a basic and distinctive mode of expression.
* a) Genre
* b) Style
* c) Fashion
* d) Fad

* b) Style

8. _____________ is the general term for a buying and selling process that is supported by electronic means.
* a) Internet commerce
* b) Web commerce
* c) Computer commerce
* d) Electronic commerce

* d) Electronic commerce

9. ________________ are ads that appear while subscribers are surfing online services or Web sites, including banners, pop-up windows, "tickers," and "roadblocks"
* a) Online infomercials
* b) Online ads
* c) Online broadcasts
* d) Online bullets

* b) Online ads

10. ______________ consists of dividing a market into distinct groups of buyers; on the basis of needs, characteristics, or behavior, which might require separate products or marketing mixes.
* a) Product differentiation
* b) Market segmentation
* c) Market targeting
* d) Market positioning

* b) Market segmentation

11. When a company enters a new product category for which its current brand names are not appropriate, it will likely follow which of the following brand strategies?
* a) Product extensions
* b) Line extensions
* c) Brand extensions
* d) New brands

* d) New brands

12. Yahoo, Info seeks, and Excite are all called:
* a) Browsers
* b) Web casters
* c) Search engines
* d) Software

* c) Search engines

13. Wal-Mart owned Sams club is an example of a retail form called a(n):
* a) Factory outlet
* b) Super specialty store
* c) Seconds store
* d) Warehouse club

* d) Warehouse club

14. Successful ________________ depends on how well a company blends its people, organizational structure, decision and reward systems, and company culture into a cohesive program that supports its strategies.
* a) Marketing strategy
* b) Marketing control
* c) Marketing analysis
* d) Marketing implementation

* d) Marketing implementation

15. The type of sales presentation approach that requires good listening and problem-solving skills is the:
* a) Canned approach
* b) Formula approach
* c) Need-satisfaction approach
* d) Critical-thinking approach

* c) Need-satisfaction approach

16. Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is called a(n):
* a) Idea
* b) Demand
* c) Product
* d) Service

* c) Product

17. The use of price points for reference to different levels of quality for a company is related products are typical, of which product-mix pricing strategy:
* a) Optional-product pricing
* b) Captive-product pricing
* c) By-product pricing
* d) Product line pricing

* d) Product line pricing

18. Successful service companies focus their attention on both their customers and their employees. They understand ___________________, which links service firm profits with employee and customer satisfaction.
* a) Internal marketing
* b) service-profit chains
* c) Interactive marketing
* d) Service differentiation

* b) service-profit chains

19. If a companys objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms.
* a) Advertising
* b) Personal selling
* c) Public relations
* d) Sales promotion

* a) Advertising

20. Using a successful brand name to introduce additional items in a given product category under the same brand name (such as new flavors, forms, colors, added ingredients, or package sizes) is called a(n):
* a) Line extension
* b) Brand extension
* c) Multi-branding
* d) New brands

* a) Line extension

21. The typical method of retail operation used by supermarkets and catalog showrooms is called:
* a) Self-service retailing
* b) Limited-service retailing
* c) Full-service retailing
* d) Service-merchandiser

* a) Self-service retailing

22. The orange juice manufacturers know that orange juice is most often consumed in the mornings. However, they would like to change this and make the drink acceptable during other times during the day. Which form of segmentation would they need to work with and establish strategy reflective of their desires?
* a) Gender segmentation
* b) Benefit segmentation
* c) Occasion segmentation
* d) Age and life-cycle segmentation

* c) Occasion segmentation

23. ______________ includes practices such as overstating the products features or performance, luring the customer to the store for a bargain that is out of stock, or running rigged contests.
* a) Deceptive promotion
* b) Deceptive packaging
* c) Deceptive pricing
* d) Deceptive cost structure

* a) Deceptive promotion

24. More and more salespeople are being evaluated and compensated based on different measures than in the past. All of the following are illustrations of those measures except:
* a) Long-term customer satisfaction
* b) Competitive predatory pricing performance
* c) Full customer service
* d) Retention rates

* b) Competitive predatory pricing performance

25. ____________ have contractual authority to sell a manufacturers entire output.
* a) Selling agents
* b) Rack jobbers
* c) Manufacturer's agents
* d) Purchasing agents

* a) Selling agents

26. Sellers that handle their own exports are engaged in:
* a) Direct exporting
* b) Indirect exporting
* c) Licensing
* d) Contract manufacturing

* a) Direct exporting

27. A child in the United States is normally exposed to all of the following values except:
* a) Achievement and success
* b) Activity and involvement
* c) Material comfort
* d) Collectivism

* d) Collectivism

28. In terms of execution styles, a family seated at the dinner table enjoying the advertised product would be an example of which of the following types of advertising.
* a) Slice of life
* b) Lifestyle
* c) Mood or imagery
* d) Personality symbol

* a) Slice of life

29. The Internet evolved from a network created by _________________ during the 1960s.
* a) The Commerce Department
* b) The Massachusetts Institute of Technology (MIT)
* c) Northwestern University
* d) The Defense Department

* d) The Defense Department

30. Concerns that the manufacturers of harmful products such as tobacco have influence on lawmakers to the detriment of the public interest are used as evidence of, which criticism of marketing:
* a) Too much advertising
* b) Too few social goods
* c) Cultural pollution
* d) Too much political power

* d) Too much political power

31. ______________ describes changes in an individuals behavior arising from experience.
* a) Modeling
* b) Motivation
* c) Perception
* d) Learning

* d) Learning

32. The __________________ is a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others.
* a) Facilitator
* b) Referent actor
* c) Opinion leader
* d) Social role player

* c) Opinion leader

33. All of the following would be ways to segment within the category of psychographic segmentation except:
* a) Social class
* b) Occupation
* c) Lifestyle
* d) Personality

* b) Occupation

34. ________________ are products bought by individuals and organizations for further processing or for use in conducting a business.
* a) Consumer products
* b) Services
* c) Industrial products
* d) Specialty products

* c) Industrial products

35. In determining sales force size, when a company groups accounts into different size classes and then determines the number of salespeople needed to call on them the desired number of times, it is called the:
* a) Key-size approach
* b) Work-load approach
* c) Product-need approach
* d) Call-service approach

* b) Work-load approach