Marketing Quiz
Questions: 16 · 10 minutes
1. A company identifies a promising customer segment but has no practical channel for contacting or serving it. Which useful-segmentation criterion is missing?
Measurability
Differentiability
Accessibility
Substantiality
2. A product sells for $80 and has a variable cost of $50 per unit. What is its unit contribution margin before fixed costs?
$130
$50
$80
$30
3. A customer misunderstands a radio advertisement because loud background sound makes part of the message difficult to hear. In a communication model, the background sound is an example of what?
Feedback
Encoding
Noise
Positioning
4. A software company wants to evaluate activity in the consideration stage, when prospects are actively comparing possible solutions. Which measure is the best fit?
Total reach of a broad awareness advertisement
Engagement with a detailed product-comparison guide
Completed payments on the checkout page
Repeat-purchase rate among existing customers
5. An online advertisement receives 10,000 impressions and 250 clicks. What is its click-through rate?
0.25%
2.0%
2.5%
4.0%
6. Which calculation gives customer acquisition cost for a defined campaign and period?
Acquisition spending divided by the number of new customers acquired
Sales revenue divided by the number of website visits
Gross profit divided by the number of existing customers
Acquisition spending divided by total advertisement impressions
7. Which survey question is most likely to introduce leading-question bias?
How often have you used this product in the past month?
How much did you enjoy our convenient and innovative new service?
Which feature, if any, influenced your purchase most?
How satisfied or dissatisfied are you with the service?
8. After a modest price increase, demand for a product falls substantially while other conditions remain similar. What does this suggest?
Demand is relatively elastic
The product has achieved market saturation
The product’s fixed costs have increased
Demand is relatively inelastic
9. A company is launching specialized cybersecurity software for senior IT decision-makers at large firms. Which communication plan best matches that audience and purchase context?
Use broad entertainment ads focused mainly on maximizing total consumer reach
Rely only on short discount messages designed to prompt an immediate impulse purchase
Combine targeted professional outreach with technical webinars and credible case studies
Avoid detailed information until after prospects have signed a contract
10. A brand uses email, retail displays, social media, and public relations during one launch. Which approach best reflects integrated marketing communications?
Keep a consistent core promise while adapting the execution to each channel
Use identical copy and formatting in every channel, regardless of context
Evaluate each channel only by how many messages it distributes
Let each channel target unrelated audiences with unrelated product benefits
11. A publisher is paid to place an article that resembles its regular editorial content. What is the most ethical way to present it?
Use the normal article format without mentioning the commercial relationship
Clearly and prominently label the article as sponsored content
Mention the sponsor only if a reader contacts the publisher to ask
Remove the sponsor’s name but retain its promotional claims
12. A brand wants to measure whether people can remember it without being shown a list of names. Which measure best fits that goal?
Aided brand recognition
Customer retention rate
Purchase frequency
Unaided brand recall
13. A team wants to determine whether a new email subject line increases open rates. Which test design gives the clearest evidence?
Send the new subject line to the entire list and compare it with last year’s average
Change the subject line, sender name, and delivery time for half of the list
Ask employees which subject line they personally prefer
Randomly split a comparable audience and change only the subject line
14. Which call to action is most specific about both the action and the reader’s likely benefit?
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15. What is the main purpose of market positioning?
To distribute a product through as many sales channels as possible
To divide a broad market into groups with similar characteristics
To calculate the total operational cost of serving each customer
To establish a distinctive and relevant place for an offering in the target audience’s mind
16. A paid search campaign attracts many relevant clicks, but few visitors complete the advertised free trial. What should the team examine first?
Whether the landing page matches the advertisement’s promise and makes sign-up easy
Whether total market demand has been estimated using a larger survey
Whether the company should post more often on social media
Whether the brand logo uses the same colors as its main competitor