A.   Marketing activities occur separately from the rest of the company.

B.   The marketing department handles all marketing functions.

C.   Before the marketing department creates the marketing plan, the company establishes the overall strategy.

A.   The Dow Chemical Company

B.   IBM

C.   Coca-Cola

A.   where to purchase their products

B.   how to serve customers better

C.   digital strategies

A.   company data, consumer experience, and corporate strategy

B.   company mission, corporate strategy, and market understanding

C.   corporate offering, marketing strategy, and business insights

A.   creating the right offering

B.   conducting market research

C.   communicating value

A.   digital apps

B.   big data

C.   customer profiles

A.   that they not only earn a profit but also avoid doing harm whenever they can

B.   that they not only earn a profit but also advance the well-being of society

C.   that they not break the law but otherwise maximize profits as much as possible

A.   A company participates in pollution cleanup efforts in their local community.

B.   A company’s operations become more expensive because of an increase in the price of oil.

C.   A company provides discounts to local college students with proof of college identification.

A.   Different divisions may have very different numbers of employees.

B.   Different divisions may have conflict if they try to work together.

C.   Different divisions may offer very different goods or services.

A.   a marketing analyst

B.   a brand manager

C.   a marketing researcher

A.   Businesses rent their email lists, so they can get rid of them at any time.

B.   Businesses own their email lists, so they are protected against losing access to their customers.

C.   Businesses do not own their email lists, so they don’t have to pay to maintain them.

A.   ROI is how much revenue you get back for each dollar you spend.

B.   A negative ROI means that you are making more than you spend.

C.   A positive ROI means you are losing money on your marketing campaign.

A.   seeing the word “gain” and associating it with laundry detergent

B.   creating a bright, catchy logo to help consumers remember a brand

C.   buying a brand of laundry detergent because their product always smells good

A.   a brand extension

B.   a brand construction

C.   a brand mark

A.   a product that is a line extension

B.   a product that is offered by a different company

C.   a product that is a completely new offering

A.   original and modern

B.   uplifting and fun

C.   transparent and authentic

A.   employee advocates

B.   marketing professionals

C.   customer advocates

A.   all existing retail units of a product

B.   a single wholesale unit of a product

C.   a single retail unit of a product

A.   a pallet of bottled water

B.   a case of bagged candy

C.   a bag of pasta

A.   Promotion is catchy advertisements and commercials.

B.   Promotion is the way that marketers perceive the company.

C.   Promotion is how companies communicate their offerings to the consumer.

A.   a vehicle for delivering a message to customers

B.   a method of tracking interactions with customers

C.   a means of connecting members of an advertising team

A.   websites

B.   billboards

C.   email

A.   word of mouth

B.   telemarketing

C.   email marketing

A.   the channels that cost the least amount of money

B.   the channels that their customers already use

C.   the channels that use the newest technology

A.   It is a marketing channel that is only effective with older people.

B.   It is a marketing channel that has suddenly become popular in the last five years.

C.   It is a marketing channel that has remained effective over time.

A.   learning about all of the newest marketing channels

B.   reaching customers through more than one channel

C.   sending customers a consistent message across multiple channels

A.   by creating consistent cross-channel experiences

B.   by sending irrelevant messaging

C.   by creating highly choreographed campaigns

A.   the instructions for using the product

B.   the specific benefit the consumer will receive

C.   the way marketers plan to sell the product

A.   A majority of viewers found the ads offensive.

B.   A majority of TV stations refused to air the ads.

C.   A majority of young people stopped eating meat.

A.   acquisition

B.   attention

C.   action

A.   They feature real customers, not actors.

B.   They feature professional athletes.

C.   They feature a famous politician.

A.   a television ad for a diabetes medication that describes its possible side effects

B.   a magazine ad for a fast food chain that features happy people eating hamburgers

C.   a social media ad for a cruise line that shows smiling tourists and sunny beaches

A.   to make viewers remember a brand name

B.   to make viewers associate the product with a celebrity

C.   to describe the product’s high-quality ingredients

A.   nontraditional families

B.   men who want to be fathers

C.   only children

A.   the affordable method

B.   the competitive parity method

C.   the projected sales method

A.   internet

B.   TV

C.   magazines

A.   Children may be unable to remember the brands being marketed.

B.   Children may be incapable of viewing marketing messages critically.

C.   Children may be ineffective at expressing their desire for marketed products.

A.   marketing unhealthy dieting products to young adults

B.   marketing junk food and soda to children

C.   marketing tobacco products that are known carcinogens to older adults

A.   They think it will limit fundamental human rights.

B.   They think it will expose their marketing techniques.

C.   They think it will limit the potential uses of Big Data.

A.   increased brand affinity

B.   potential legal issues

C.   reputational damage

A.   new demand models

B.   social media

C.   technology

A.   collectivist culture

B.   individualist culture

C.   consumer culture

A.   people whose behaviors are changed by the pandemic and people whose behaviors are unchanged

B.   people who tested postive for COVID-19 and people who avoided getting sick

C.   people who ignore pandemic regulations and people who follow them