How advanced is your marketing knowledge? You may think you know it all-but you won't know for sure until you take the quiz in this column. In order to challenge you on the latest marketing information, we've broken it down into six vital areas, from how to reach working women to PR strategy and trade magazine ads. So break out a writing implement, and circle one letter for each answer. When you've completed the quiz, check out our answers. Then go put that information to work in your own business.
1. Teens represent a $150 billion market, yet motivating
them to spend their money can be tricky. After product quality,
which marketing factor do teens say has the most powerful influence
on their purchasing decisions?
C. Whether a company donates to a cause
D. Celebrity endorsements
2. Contest promotions with large grand prizes are used
exclusively by major corporations with deep pockets to support big
3. Broadcast faxing is a high-impact, low-cost direct
marketing tactic that can replace direct mail to cold
4. Nine out of 10 women are the primary shoppers for
their households, and 75 percent of all women between the ages of
25 and 54 work full time or part time. What's the best
broadcast advertising vehicle for reaching them?
5. What percentage of buyers and specifiers (the people
who are responsible for recommending products their companies
should purchase) look for Web site addresses in trade magazine ads
when they're trying to find additional information about the
A. Less than 10 percent
B. 25 percent
C. 50 percent
D. Nearly 90 percent
6. Which of the following factors is the principal
advantage of conducting market research online?
A. Lower cost
C. Surveys hard-to-reach respondents
D. All of the above