CLEP Principles of Marketing

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1. Which of the following is NOT an ethical issue in marketing?
Marketing in developing countries
Subliminal Advertisements
Post Purchase Dissonance
Customer buying recognizance
Copyright and trademark violations

2. A firm markets its products for all of the following reasons EXCEPT
To utilize resources
To boost consumer confidence
To create awareness
To leverage emotions
To overcome objections

3. The two major factors a firm must consider when drafting a marketing strategy are how to address the competitive marketplace and
How to implement and support its day-to-day operations.
How to retain its most-valuable customers.
How to expand its customer base.
How to choose between the various advertising mediums available.
How to implement the principles of lean marketing.

4. In the context of marketing, what does the acronym “B2B” stand for?
Back to back
Business to buyer
Buyer to business
Business to budget
Business to business

5. Larger market segments ______ the most profitable for businesses to target since they likely will have _____ competition.
are, more
are never, more
are always, less
are not necessarily, more
are not, less

6. Which of the following are product-pricing strategies?
Premium pricing
Penetration pricing
Economy pricing
Price skimming
All of the above

7. In the context of marketing, the acronym SWOT stands for
Sell, wait, order, trade
Strain, weaken, overcome, triumph
Strengths, weaknesses, opportunities, threats
Single Web Ordering Tool
None of the above.

8. What e-commerce term is defined as “The amount of time a user spends at a website over a given period of time”?
ATOS (average time on site)
Stickiness
Page impressions
Page views
Web site traffic

9. “A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.”
IMC (Integrated Marketing Communication)
Collateral Marketing
Affiliate Marketing
MCDM (Multi-Channel Distribution Marketing)
Macromarketing

10. Marketing is defined as
The non-personal presentation or promotion by a firm of its products to its existing and potential customers.
An outline of what message should be conveyed, to whom, and with what tone.
The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.
A plan of action by an advertiser for bringing advertising messages to the attention of consumers through the use of appropriate media.
All forms of communication other than advertising that call attention to products and services by adding extra values toward the purchase.