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Course 371009- Managing the Marketing Process
  Final Exam
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371009v - Managing the Marketing Process

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Communication & Sales
12 CPE Credit Hours

Final Exam
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Read 'Chapter 1: Marketing Research' & answer the following question(s):
1. __________ is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
2. The four Ps of the marketing mix are
3. Customer Relationship Management (CRM)
4. Motivation research does not aim at discovering
5. Which of the following is not data gathering technique?
6. A market does not need to have
7. ________________ is not a characteristic of market segmentation
8. ______________________ is not full-line competitor’s advantage.
9. The long-run average total cost (ATC) curve
10. Which one of the following is not an example of formal groups?
11. Maslow’s theory of motivation is based on a hierarchy of human needs. The need satisfied by greater income is
12. PWU Inc., the largest provider of mental health services in its area, was encountering personnel problems. Their facilities housed many clients, but funding never seemed adequate to hire quality, live-in staff. A new administrator is determined to facilitate long-term employment of the best possible care-giving staff. Besides paying better wages, she feels it is important that the staff be strongly motivated by the work itself. According to Maslow’s hierarchy of needs, the best employees would have a need for
13. Which of the following lists the hierarchy of needs in its correct order, beginning with the most basic?
14. In the hierarchy of needs water, food, and shelter would be considered __________ needs.
15. Consumerism is expected to grow stronger in the coming years due to all except
16. The BBB's Core Services does not include
17. _________________ are not consumer goods
18. _______________________ is not one of the reasons for product failure
19. Which of the following is not a desirable characteristic of brand names?
20. Significant degrees of brand familiarity do not include
21. Grade labels
22. Consumers have the ultimate price determination because
23. Price elasticity can be used to answer
24. Discount and allowances do not involve
25. The most popular pricing approach is
26. Non-price competition does not mean
27. ________________ is not an example of odd-number pricing:
28. _____________________ is not a behavioral aspect of pricing decisions.
29. Skimming pricing strategies could be appropriate when
30. The promotional mix does not cover
31. Profitability depends on choosing the most advantageous combination of
32. _____________ is not a type of advertising objectives.
33. A good advertisement should secure all except
34. Personal selling does not include
35. Effective selling does not mean
36. Basic methods of sales compensation are
37. Guidelines for training newly appointed sales managers include all except
38. __________________ is not an example of sales incentives
39. Mail-order selling has the following advantages except
40. ___________________ is not multi-line stores.
41. Technological trends do not encompass
42. Limited-function wholesalers do not include
43. _________________ is not a type of agent wholesalers
44. Industrial goods are classified into all except
45. While ultimate consumers seek a wide range of economic and emotional satisfaction, industrial goods buyers are chiefly interested in the profit motive. T F
46. ____________________ is not a public warehouse.
47. The retailer’s approach to channel leadership is
48. Which of the following is not true about service marketing?
49. The elements that make services unique are the four “I's”. The four “I's” are
50. Which one of the following is not part of international marketing mix
51. Organizations that provide financing for foreign marketing operations do not include
52. __________ exists when firms originate, produce, and market their products and
53. Which one of the following functional business systems supports the marketing business function?
54. Marketing managers use sales forecasts to determine 1) optimal sales force allocations, 2) set sales goals, and 3) plan promotions and advertising. T F
55. Internet/intranet websites and services make a(n) ________________ process possible where customers can become partners in creating, marketing, purchasing, and improving products and services.
56. Targeted marketing has become an important tool in developing advertising and promotion strategies to strengthen a company's e-commerce initiatives as well as its traditional business venues. Targeted marketing includes five major components. Which of the following is not one of those components?
57. In the marketspace, consumers can tell marketers exactly what their requirements are, making customization of a product or service to fit the buyer's exact needs possible. This means that marketers can use e-commerce to enhance customer value by contributing to
58. Marketers benefit from two unique capabilities of Internet/Web technology that promote and sustain customer relationships. They are
59. Which of the following characteristics of e-commerce create customer value by contributing to time and place utility?
60. Multichannel marketing
Read 'Chapter 2: Marketing Costs Versus Marketing Strategies' & answer the following question(s):
Read 'Chapter 3: Consumer Motivation' & answer the following question(s):
Read 'Chapter 4: Product Planning' & answer the following question(s):
Read 'Chapter 5: Pricing And Pricing Theory' & answer the following question(s):
Read 'Chapter 6: Advertising' & answer the following question(s):
Read 'Chapter 7: Sales Force Management' & answer the following question(s):
Read 'Chapter 8: Physical Distribution And Channel Selection' & answer the following question(s):
Read 'Chapter 9: Marketing Information Systems' & answer the following question(s):
Read 'Chapter 10: Internet Marketing' & answer the following question(s):
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