Retail Marketing Exam
Answer Key
Course Introduction
Retail Marketing explores the principles, strategies, and practices used to attract and retain customers in the dynamic retail environment. The course covers topics such as consumer behavior, store layout and design, merchandising, pricing strategies, digital and omnichannel marketing, customer relationship management, and the use of technology in retail operations. Emphasis is placed on understanding the evolving needs of shoppers, analyzing competitive markets, and developing effective marketing plans for brick-and-mortar stores as well as e-commerce platforms. Through case studies and practical applications, students will gain the skills necessary to create compelling retail experiences and drive business performance.
Recommended Textbook
Advertising and Promotion
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Chapter 1: An Introduction to Integrated Marketing Communications
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Sample Questions
Q1) According to an integrated marketing communications planning model, which of the following activities is best associated with the step "developing integrated marketing communications program"?
A)examining overall marketing plan and objectives
B)internal analysis
C)analyzing receiver's response processes
D)determining advertising budget
E)external analysis
Answer: D
Q2) Because of the perceived objectivity of the source, which element of the promotional mix is usually regarded as most credible?
A)advertising
B)publicity
C)packaging
D)sales promotion
E)direct marketing
Answer: B
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Chapter 2: The Role of IMC in the Marketing Process
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Sample Questions
Q1) Which of the following is a variable of the demographic segmentation strategy?
A)personality
B)marital status
C)values
D)lifestyle
E)region
Answer: B
Q2) To encourage more people to use mass transit, ads from providers of mass transportation compare the ease and comfort of riding mass transit with the difficulties of driving in congested traffic and parking headaches.With respect to the positioning strategies, these mass transportation providers are making use of positioning by A)product class.
B)product user.
C)price/quality.
D)applications.
E)cultural symbols.
Answer: A
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Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing
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Sample Questions
Q1) Which of the following refers to the amount of client money that agencies spend on media purchases and other equivalent activities?
A)billings
B)media commissions
C)retainers
D)activity fees
E)ad traffic compensation
Answer: A
Q2) A major development in the purchasing of advertising media in recent years has been the rapid growth of _________________________, which refers to a wide range of technologies that are automating the buying, placement, and optimization of advertising media.
A)commission systems
B)programmatic buying
C)cost-plus systems
D)incentive-based systems
E)objective-and-task systems
Answer: B
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Chapter 4: Perspectives on Consumer Behavior
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Sample Questions
Q1) When the Saskatchwean Ministry of Health created an ad showing a woman who was passed out with a beer in her hand to communicate to college students that they have a choice when it comes to binge drinking, they were using a(n) _____ group to make their point.
A)heuristic
B)disassociative
C)evoked
D)mnemonic
E)confrontational
Q2) Which of the following is true of a psychosocial consequence?
A)They are concrete outcomes of products.
B)They are intangible in nature.
C)They are directly experienced by consumers.
D)They lack subjectivity.
E)They are highly impersonal.
Q3) When a consumer interprets information in a manner that supports her own position, she is said to be engaging in selective retention.
A)True
B)False
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Chapter 5: The Communication Process
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Sample
Questions
Q1) According to the dissonance/attribution model, during the decision-making process, through which of the following response sequences does a consumer pass?
A)learn \(\rarr\)feel \(\rarr\) do
B)learn \(\rarr\) do \(\rarr\) feel
C)feel \(\rarr\) learn \(\rarr\) do
D)do \(\rarr\) feel \(\rarr\) learn
E)do \(\rarr\) learn \(\rarr\) feel
Q2) The responsibility to encode a message in a way that can be well understood lies with the receiver.
A)True
B)False
Q3) According to the _____, a consumer is an active participant in a communication process who gathers information through active studying.
A)standard learning hierarchy
B)low-involvement hierarchy
C)dissonance/attribution model
D)peripheral processing model
E)maximum likelihood model
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Chapter 6: Source, Message, and Channel Factors
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Sample Questions
Q1) Expertise and trustworthiness are very important when focusing on source _____, one of the categories of source attributes developed by Herbert Kelman.
A)power
B)attractiveness
C)credibility
D)identification
E)image
Q2) Cirrus Shoes received negative publicity when the company's brand ambassador was convicted of sexual assault.The company was forced to rescind their association with entertainer Adrian Richardson due to the negative impact on its image.This scenario is an example of A)overexposure.
B)risk to the advertiser.
C)celebrity popularity.
D)overshadowing the product.
E)consumer-celebrity merging.
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Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Sample Questions
Q1) The S-shaped response function implies that
A)initial advertising expenditures will have little impact on sales.
B)initial advertising expenditures will have major impact on sales.
C)sales effects will follow the microeconomic law of diminishing returns.
D)small advertising budgets have a high impact on sales when word of mouth is the only promotional tool used.
E)small advertising budgets have a high impact on sales when public relations is the only promotional tool used.
Q2) To be effective, marketing objectives need to be
A)realistic and attainable.
B)erudite and challenging.
C)philosophical and fungible.
D)unquantifiable.
E)elaborate.
Q3) According to DAGMAR, the basic function of advertising is to
A)create sales.
B)communicate.
C)increase market share.
D)eliminate competition.
E)change consumer behavior.
Page 9
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Chapter 8: Creative Strategy: Planning and Development
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Sample Questions
Q1) Which of the following statements about the relevance of ads is true?
A)Brand-to-consumer relevance refers to situations in which the ad contains execution elements that are meaningful to consumers.
B)Ad-to-consumer relevance refers to situations in which the advertised brand of a product or service is of personal interest to consumers.
C)Brand-to-consumer relevance could be achieved through making use of celebrities with whom consumers identify.
D)Relevance reflects the degree to which an advertisement provides information or an image that is pertinent to the brand.
E)Relevance is best defined as the extent to which an ad contains elements that are novel, different, or unusual.
Q2) Advertising creative personnel tend to be
A)more concrete and formalized than intuitive when solving a problem.
B)highly conventional in their approach.
C)more intuitive than logical.
D)highly structured and organized individuals.
E)no different from people with business executive backgrounds.
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Sample Questions
Q1) _____ are catchy songs about a product or service that usually carry the advertising theme and a simple message.
A)Headlines
B)Taglines
C)Voiceovers
D)Jingles
E)Needledrops
Q2) The state of Colorado runs an ad which shows an obviously scared third grader getting ready to go on stage for his first public stage appearance.He is dressed as a carrot.The ad tells the reader that being a third grader is much more stressful than we remember and causes us to feel great sympathy for the child dressed in the ridiculous costume.The tag line at the end of the ad reads, "Your kids need a carefree Colorado vacation as much as you do." This is an example of a
A)dramatization technique.
B)testimonial technique.
C)fear technique.
D)personality symbol technique.
E)scientific evidence technique.
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Chapter 10: Media Planning and Strategy
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Q1) When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n) _____ schedule is being employed.
A)intermittent
B)continuity
C)flighting
D)weighting
E)pulsing
Q2) Which of the following statements describes an advantage inherent in the flighting method of scheduling?
A)With flighting, there is no danger of wearout.
B)Flighting creates cost efficiency by using advertising only during purchasing periods.
C)Flighting helps in continuous advertising which in turn creates refutational appeal.
D)Flighting enables retention of promotional messages by alternating periods of high and low advertising weight.
E)Flighting serves as a constant reminder to consumers.
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Chapter 11: Evaluation of Media: Television and Radio
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Sample Questions
Q1) Under a _____ arrangement, national advertisers can participate in the syndication market with the convenience of a network-type media buy, while local stations get free programming as well as some advertising time to sell to local or spot advertisers.
A)sponsorship
B)participation
C)barter syndication
D)local syndication
E)spot syndication
Q2) Ratings points can be used by advertisers as measures for audience size and commercial rates.
A)True
B)False
Q3) Due to its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products.
A)True
B)False
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Chapter 12: Evaluation of Media: Magazines and Newspapers
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Q1) Which of the following is true of magazine advertising in relation to the problem of clutter?
A)Generally, only sports and fitness magazines experience the problem of clutter.
B)Magazine publishers do not attempt to control the clutter problem.
C)It is not as serious an issue for magazines as for radio or TV.
D)The problem of clutter is usually solved with split runs.
E)Typically, magazine readers are less tolerant toward clutter.
Q2) Newspapers are the second largest of all advertising media in terms of total dollar volume.
A)True
B)False
Q3) Which of the following is true of split runs?
A)They are also known as bleed pages.
B)They reproduce images using mechanical printing.
C)They are usually printed in alternate copies of a specific magazine.
D)They enable the creation of hundreds of copies in a continuous sequence.
E)They are generally considered less effective than selective binding.
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Chapter 13: Support Media
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Sample Questions
Q1) Floor displays, island showcases, electronic signs, and other forms of advertising that appear in train or subway stations and airline terminals are all forms of
A)transit advertising.
B)aerial advertising.
C)buzz marketing.
D)branded entertainment.
E)above-the-line advertising.
Q2) _____ is a medium of advertising, sales promotion, and motivational communication employing imprinted, useful, or decorative products that are distributed free.
A) Buzz marketing
B) Specialty advertising
C) Synchro marketing
D) Guerrilla marketing
E) Direct-response advertising
Q3) Support media are also known as measured media because they are easy to measure.
A)True
B)False
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Chapter 14: Direct Marketing
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Q1) Which of the following statements is true of infomercials?
A)Infomercials are only useful for marketing trends.
B)Typically infomercials only use the two-step approach to direct marketing.
C)The lower costs on cable and satellite channels have led to the growth of infomercials.
D)According to broadcast standards, infomercials cannot exceed 30 minutes.
E)Infomercials typically move consumers into the conviction stage of the hierarchy of effects model.
Q2) A typical U.S.household receives an average of ___________ direct-mail pieces per week.
A)9
B)12
C)17
D)19
E)22
Q3) Direct mail is often called "junk mail"-the unsolicited mail you receive.
A)True
B)False
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Chapter 15: The Internet: Digital and Social Media
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Q1) When major corporations first began to conduct business on the Internet, they put up websites primarily for creating a strong brand image.
A)True
B)False
Q2) Companies like Red Bull use their website to engage visitors with news, live streaming, and video content. This is an example of using the Internet to
A)generate interest.
B)create awareness.
C)disseminate information.
D)create an image.
E)create a strong brand.
Q3) Which of the following is an Internet-specific measure that is used by companies?
A)recall tests
B)retention tests
C)sales
D)return on investment (ROI)
E)cost per conversion
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Chapter 16: Sales Promotion
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Sample Questions
Q1) Sales promotion activities that communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity are known as
A)nonfranchise-building promotions.
B)consumer franchise-building promotions.
C)high-involvement sales promotions.
D)sales promotion traps.
E)event marketing.
Q2) A major reason for the increase in spending on sales promotion is that the promotion industry has matured over the past several decades.
A)True
B)False
Q3) In a(n) _____ sampling, a multiproduct firm attaches the sample to an existing item of the firm.
A) checkout
B) spiff
C) in-store
D) on-package
E) bounce-back
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Page 18
Chapter 17: Public Relations, Publicity, and Corporate Advertising
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Sample Questions
Q1) Public relations messages are subject to the clutter of ads.
A)True
B)False
Q2) Which of the following is a disadvantage of using MPR?
A)It does not contribute to a company's ROI.
B)It lacks credibility.
C)It fails to support advertising programs.
D)It rarely influences opinion leaders and trendsetters.
E)It does not guarantee media time and space.
Q3) What type of advertising is being used when a large corporation sponsors a college bowl game?
A)advocacy advertising
B)image advertising
C)issue advertising
D)cause-related advertising
E)advertorial marketing
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Page 19
Chapter 18: Measuring the Effectiveness of the Promotional Program
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Sample Questions
Q1) The major advantage of a day-after recall test is that it
A)is cost efficient.
B)offers unlimited samples.
C)provides a realistic response profile.
D)is highly secure.
E)provides a uniform recall score for the same brand.
Q2) A rough commercial that is categorized as an animatic rough is likely to contain
A)a succession of drawings.
B)live motion.
C)nonunion crews.
D)minimal optics.
E)a succession of photographs.
Q3) Testing bias occurs when people scrutinize ads much more closely than they would in normal situations.
A)True
B)False
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Page 20
Chapter 19: International Advertising and Promotion
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Sample Questions
Q1) Which of the following is a problem associated with global marketing and advertising?
A)difficulties in coordination and control of marketing and promotional programs
B)differences in consumer needs and usage patterns
C)difficulty in obtaining economies of scale in production and distribution
D)higher advertising production costs
E)greater inconsistency in international branding and/or corporate imaging
Q2) Companies prefer to _____ the international advertising and promotion function so that all decisions about agency selection, research, creative strategy and campaign development, media strategy, and budgeting are made at the firm's home office.
A)centralize
B)decentralize
C)localize
D)globalize
E)regionalize
Q3) Product standardization results in higher production costs.
A)True
B)False
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Page 21
Chapter 20: Regulation of Advertising and Promotion
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Sample Questions
Q1) A promotion such as a contest or sweepstakes can avoid being considered a lottery by
A)conducting the contest or sweepstake only at the regional level and not national level.
B)providing full disclosure.
C)not requiring consideration to be present.
D)publishing the odds of winning.
E)ensuring puffery is avoided in advertisements.
Q2) Trade-oriented promotions are not subject to regulations by various agencies.
A)True
B)False
Q3) The _____ is the federal agency that has authority over the labeling, packaging, branding, ingredient listing, and advertising of packaged foods and drug products, as well as cosmetics.
A)Federal Food and Drugs Commission
B)Federal Commission for Substance Abuse Control
C)U.S.Commission for Food, Drugs, and Cosmetics
D)Bureau of Alcohol, Tobacco, and Firearms
E)Food and Drug Administration
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Chapter 21: Evaluating the Social, Ethical, and Economic
Aspects of Advertising and Promotion
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Q1) Tara argues that ads with sex appeals are in bad taste and ineffective in influencing the target audience.Amy disagrees and is of the opinion that these ads are effective as long as they fulfill the marketing objective.Which of the following statements is likely to strengthen Amy's argument?
A)Ads with sex appeal have high stopping power.
B)Ads with sex appeal are enjoyed by men and women equally.
C)Ads with sex appeal are dismissed by conservatives.
D)Ads with sex appeal objectify women and demean them.
E)Ads with sex appeal could distract viewers from the product.
Q2) According to research, which of the following products have the reputation of producing the most irritating commercials?
A)soft drinks
B)industrial machinery
C)alcoholic beverages
D)feminine hygiene products
E)insurance services
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23
Chapter 22: Personal Selling Online
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Sample Questions
Q1) Which of the following stages in the evolution of personal selling is most likely to be associated with a participative market?
A)provider stage
B)prospector stage
C)procreator stage
D)persuader stage
E)problem-solver stage
Q2) Research has shown that combining advertising with personal selling results in
A)decreased customer trust.
B)uninformed decision making.
C)improved reach.
D)impulse buying.
E)decreased cross selling.
Q3) Which of the following is an example of a direct-marketing effort by a company?
A)selling through salespeople
B)selling through resellers
C)missionary selling
D)territory distribution
E)advertising
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