1. The term marketing refers to:
a) New product concepts and improvements
b) Advertising and promotion activities
c) A philosophy that stresses more on customer value and satisfaction
d) Planning sales campaigns
e) None of these
2. In the history of marketing, when did the production period end?
a) In the late 1800s
b) In the early 1900s
c) In the 1920s
d) After the end of the Second World War
e) None of these
3. A marketing philosophy summarized by the phrase 'a stronger focus on social and ethical concerns in marketing' is characteristic of the ____ period.
a) production b) sales
c) marketing d) societal marketing
e) None of these
4. Which skills and capabilities will marketers need to increasingly have?
a) Market research
b) Digital and social media
marketing
c) Strategic marketing
d) Sales e) None of these
5. Which of the following is not part of the external marketing environment?
a) Political b) Legal
c) Product d) Socio-cultural
e) None of these
6. Tobacco advertising is now virtually banned in all marketing communication forms in many countries around the world. This can be explained as an influence of:
a) Technological environment
b) Legal environment
c) Economic environment
d) Ecological environment
e) None of these
7. A firm has decided to alter its pricing and promotional strategies in response to slower than expected job growth and declining personal incomes. The firm is responding to changes in it's:
a) Socio-cultural environment
b) Political environment
c) Economic environment
d) Competitive environment
e) None of these
8. The process of collecting information about the external marketing environment is:
a) Environmental management
b) Environmental scanning
c) Marketing management
d) Marketing research
e) None of these
9. Which is NOT classified in buy classes?
a) New task
b) Information gathering
c) Modified re-buy
d) Straight re-buy e) None
10. With respect to consumer behaviour, one's friends and relatives could be considered a/an:
a) Impersonal influence
b) Reference group influence
c) Perceptual influence
d) Institutional influence
e) None of these
11. Which of the following is not part of the consumer proposition acquisition process?
a) Motive development
b) Information gathering
c) Proposition evaluation
d) Perception e) None of these
12. The purchasing department reorders on a routine basis, very often working from an approved list of suppliers. This is referred to as:
a) Straight re-buy b) New task
c) Modified re-buy
d) Routine buying e) None
13. Which sampling techniques are often selected in qualitative research?
a) Non-probability sampling
b) Probability sampling
c) Stratified sampling
d) Random sampling
e) None of these
14. What is the term used to describe the degree to which the data elicited in a study is replicated in a repeat study?
a) Replication b) Pre-code
c) Reliability d) Convenience
e) None of these
15. One thing that is usually true of focus groups is that:
a) Most groups involve a small number of participants
b) They usually average 5 to 10 minutes in length
c) The moderator's job is to keep the group busy for the entire time and not let anyone leave
d) The questions used are highly structured and response-driven
e) None of these
16. Which type of research methods are designed to elicit responses to predetermined, standardized questions from a large number of respondents?
a) Quantitative b) Qualitative
c) Non-probability
d) Probability e) None of these
17. The ____ process commences at corporate level. Here the organization sets out its overall mission, purpose and values.
a) researching b) strategic planning
c) controlling d) managing
e) None of these
18. A statement about what an organization wants to become, which sets out an organization's future, is referred to as:
a) Mission b) Values
c) Organizational goals
d) Vision e) None of these
19. A statement that sets out what the organization wishes to achieve in the long term is referred to as:
a) Mission b) Vision
c) Values d) Strategic context
e) None of these
20. Organizational values are important because they ___.
a) help shape mission statements
b) help increase sales
c) help guide behaviour and the recruitment and selection decisions
d) help define market research
e) None of these
21. A commonly used basis for segmenting consumer markets:
a) Organizational size
b) Demographics c) Product type
d) Price e) None of these
22. Which of the following is not an example of a behavioural variable?
a) Product usage b) Media usage
c) Purchase occasion
d) Personality e) None of these
23. ACORN, a segmentation analysis technique, stands for which of the following?
a) A Corresponding Official Residential Notation
b) A Classification of Reported Nationals
c) A Classification of Residential Neighbourhood
d) A Countrywide Official Resources Navigation
e) None of these
24. The family life cycle:
a) is a way to apply psychographic segmentation
b) refers to the process of family formation and dissolution
c) provides insights into the relationships among age, occupation, income and housing
d) is composed of the 11 stages of personal growth from infancy to retirement e) None of these
25. Offerings move through a sequential, pre-determined pattern of development similar to the biological path that life forms follow. This is the concept of:
a) Process of diffusion
b) New product development
c) Product life cycle
d) Brand management
e) None of these
26. Which of the following is NOT a service innovation strategy?
a) Branded service innovation
b) Established service innovation
c) Incremental service innovation
d) Radical service innovation
e) None of these
27. ____ is concerned with value creation generated through novel or unusual service concepts.
a) Established service innovation
b) Radical service innovation
c) Generic service innovation
d) Incremental service innovation
e) None of these
28. At the highest end of innovation maturity, firms seek to integrate the services dimension as part of their total offer. This is known as:
a) Servitization b) Reutilization
c) Diffusion d) Productization
e) None of these
29. In marketing terms, ____ refers to what we get for what we pay.
a) Revenue b) Cost
c) Value d) Product
e) None of these
30. ____ act as cues by indicating to a potential customer that there is a bargain to be had.
a) Odd-number pricing
b) Sale signs c) Relative price
d) Price surplus e) None of these
31. ___vary according to the number of units of goods made or services sold.
a) Product assets
b) Price elasticity
c) Fixed costs d) Variable costs
e) None of these
32. Costs which do not vary according to the number of units of product made or service sold:
a) Fixed costs b) Moving assets
c) Working capital
d) Fixed capital e) None of these
33. This is a hierarchy of effects or sequential model used to explain how advertising works:
a) ADD b) AIDA
c) PESTLE d) SWOT
e) None of these
34. AIDA stands for Awareness, ___, Desire and _____.
a) Interest; Action
b) Intensity; Appeal
c) Involvement; Action
d) Involvement; Appeal
e) None of these
35. Marketing communications is used to achieve one of two principal goals. The first concerns the development of brand values. What is the other goal?
a) Increasing sales
b) Informing about products
c) Changing the behavior of target audiences
d) Channeling communication tools
e) None of these
36. Sharing of meaning created through the transmission of information:
a) Communication b) Noise c) Transfer d) Understanding
e) None of these
37. Users are able to create content and become more involved with a brand through:
a) Door to door
b) Online communities
c) Direct mail d) Telemarketing
e) None of these
38. A commercial activity, whereby one party permits another an opportunity to exploit an association with a target audience in return for funds, services or resources is referred to as:
a) Advertising b) Exchange
c) Sponsorship
d) Public relations e) None
39. These sell directly to end consumers and may purchase directly from manufacturers and/or deal with wholesalers:
a) Distributors b) Franchising
c) Merchant d) Retailers
e) None of these
40. These store goods for moderate to long periods:
a) Storage warehouses
b) Distribution centres
c) Haulage transport
d) Electronic data interchange
e) None of these
Key :
1) c; 2) c; 3) d; 4) b;
5) c; 6) b; 7) c; 8) b;
9) b; 10) b; 11) d; 12) a;
13) a; 14) c; 15) a; 16) a;
17) b; 18) d; 19) a; 20) c;
21) b; 22) d; 23) c; 24) b;
25) c; 26) a; 27) b; 28) a;
29) c; 30) b; 31) d; 32) a;
33) b; 34) a; 35) c; 36) a;
37) b; 38) c; 39) d; 40) a.
