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.   Coca-Cola

B.   The Dow Chemical Company

C.   IBM

A.   digital strategies

B.   how to serve customers better

C.   where to purchase their products

A.   corporate offering, marketing strategy, and business insights

B.   company mission, corporate strategy, and market understanding

C.   company data, consumer experience, and corporate strategy

A.   communicating value

B.   conducting market research

C.   creating the right offering

A.   digital apps

B.   customer profiles

C.   big data

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

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

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

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

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

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

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

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

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

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

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

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

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

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 mark

B.   a brand extension

C.   a brand construction

A.   a product that is a line extension

B.   a product that is a completely new offering

C.   a product that is offered by a different company

A.   transparent and authentic

B.   original and modern

C.   uplifting and fun

A.   customer advocates

B.   employee advocates

C.   marketing professionals

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 bag of pasta

C.   a case of bagged candy

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

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

C.   Promotion is catchy advertisements and commercials.

A.   a method of tracking interactions with customers

B.   a means of connecting members of an advertising team

C.   a vehicle for delivering a message to customers

A.   billboards

B.   email

C.   websites

A.   word of mouth

B.   telemarketing

C.   email marketing

A.   the channels that use the newest technology

B.   the channels that their customers already use

C.   the channels that cost the least amount of money

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

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

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

A.   reaching customers through more than one channel

B.   learning about all of the newest marketing channels

C.   sending customers a consistent message across multiple channels

A.   by sending irrelevant messaging

B.   by creating highly choreographed campaigns

C.   by creating consistent cross-channel experiences

A.   the way marketers plan to sell the product

B.   the specific benefit the consumer will receive

C.   the instructions for using the product

A.   A majority of viewers found the ads offensive.

B.   A majority of young people stopped eating meat.

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

A.   acquisition

B.   action

C.   attention

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 describe the product’s high-quality ingredients

B.   to make viewers associate the product with a celebrity

C.   to make viewers remember a brand name

A.   men who want to be fathers

B.   nontraditional families

C.   only children

A.   the projected sales method

B.   the competitive parity method

C.   the affordable method

A.   magazines

B.   internet

C.   TV

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 junk food and soda to children

B.   marketing unhealthy dieting products to young adults

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

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

B.   They think it will limit fundamental human rights.

C.   They think it will expose their marketing techniques.

A.   increased brand affinity

B.   reputational damage

C.   potential legal issues

A.   new demand models

B.   technology

C.   social media

A.   collectivist culture

B.   consumer culture

C.   individualist 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