Multiple Choice Questions
- The first step in the market segmentation process is to
Position offer in the market
Target the market
Segment the market
Define the market
2. The Coca Cola Company markets a wide range of different beverage products including soft drinks, bottled water, juices and sports drinks. Each product appeals to a different segment. This is an example of which type of market offering?
Undifferentiated marketing
Differentiated marketing
Targeted marketing
None of the above
3. Which of the following ‘market definitions’ could be used by Mercedes Benz in describing its market?
The motor car market.
The luxury car market.
The transportation market
All of the above |
- Which one of the following is not a geo-demographic basis for market segmentation?
Marital status Personality
Postcode Occupation
- Psychographic segmentation categorizes markets according to
Preference to behave in certain ways
Characteristics of the organization
People’s product usage patterns
None of above
- Which of the following could be used as a basis for segmenting..
Number of employees
Industry type
All of the above
- Which of the following should not a lifestyle segmentation factor?
The growth rate of the segment
The buyers interest in cars
An interest in sports
Stamp collecting
- Market positioning involves
Designing, communicating and delivering value
Creating an appropriate image of your offering in the minds of customers
Understanding the unique value propositions of your offering
All of the above
- Which of the following is not a commonly-used age segment?
Retirees
Generation X
Baby boomers
Achievers
- Which of the following is not a demographic characteristic?
Marital status-single
Personality – anxious
Gender-male
Age-21
- Marketers segment markets to achieve which of the following objectives?
To create an offer that best fits the desires of the groups that exist in the market
To identify the most appropriate media for advertising
To better understand their target segment
All of the above
- Marketing environment variables are
the market forces over which marketers have little control, and which should be avoided.
the market forces over which marketers have little control, and which affect buyers’ needs as well as marketing managers’ decisions regarding marketing mix variables
the same as the market place
the market forces over which marketers have little control, and which should be avoided
- The variables the most common marketing mix are
Product, Price Promotion, and Placement
Product, Price Promotion, and People
Product, Research Promotion, and Placement
Product, Price, Production, and Placement
- A newer version of the marketing mix is
Product, Price, Production, and Placement
Create/Configure Value; Communicate Value and Deliver Value
Product value; Communicating value; Place value
Advertising; Sales Promotion; Personal Selling; Marketing Publicity
- Which of the following is not a product
a good
a place
a service
All of the above are products
- Promotion does not include which of the following
Personal Selling
Advertising
Sales Promotion
Marketing Research
- Placement focuses on distribution. Which of the following is not part of place/placements
channels of distribution
convenience or accessibility value
logistics
All are part of placement
- The 4 Cs are
Convenience; Costs; Communication; Customer value
Customer cost; Customer commitment; Communication; Customer motivation
A singing group from the 60’s
Convenience; Cost to the user; Communication; Customer motivation
19 A marketing mix is
the combination of elements that make up the entire marketing process
specific to each target segment
a strategy that includes a number of different elements used to create a marketing plan
All of the above
20 Pricing decisions may include which of the following?
Bundling
Pricing strategy
Target group and concepts of value
All of the above
- Distribution decisions include all but one of the following
Facilitators
Order processing
Sales Promotion
- Marketing is
convincing people to buy goods or services that they otherwise do not need
advertising and promoting products
high pressure door-to-door selling techniques
facilitating the exchange of value between seller and buyer
- An organisation that is marketing oriented will
focus its activities on achieving a variety of social goals
measure its success on the basis of financial indicators
focus its efforts on creating a sale
focus on creating and maintaining relationships with customers
- An organisation that is product oriented will
focus on communicating ethical standards and organisational transparency
focus on the needs of the employees before the consideration of customer needs
focus on the design, manufacture and delivery of the offering
focus its efforts on creating a sale
- Marketing seeks to create and manage profitable customer relationships by delivering _____ to customers
Value
e-mail advertising
Properly trained sales people
competitive prices
26 The goal of marketing is to attract new customers by promising superior value and to
keep and grow current customers by delivering satisfaction
keep and grow current customers by delivering competitive pricing
keep and grow current customers by delivering friendly service
all of the above
27 What do organisations call a set of benefits that they promise to buyers to satisfy their needs?
need proposition
marketing plan
value offer/proposition
demand satisfaction
28 You are preparing a combination of products, services, information, and experiences to a market to satisfy needs and wants. What are you preparing?
value offer/proposition
demand satisfaction
marketing mix
tactical plan
29 Tony’s firm believes that buyers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort. Tony’s firm is practicing the _____.
selling or promotion concept
production concept
marketing concept
relationship concept
30 To practice the marketing concept, an organisation must deliver the _____ better than competitors
level of service
attractive prices
advertising campaign
desired satisfactions
31 The traditional view of marketing revolved around the ‘Four Ps’. They are:
Profit, People, Price and Process
Product, Profit, Packaging and Promotion
Planning, Purchasing, Pushing and Profiting
Product, Price, Promotion and Place
32 Which of the following is a financial measure for assessing marketing performance?
Costs and revenue incurred by marketing decision
Customer satisfaction levels
Sales volume (number of units or quantity)
All of the above
33 The management process that compares a firm’s outcomes or processes against a standard or another firm’s outcomes or processes is known as
Competitive parity
Benchmarking
A sales conference
None of the above
34 An analysis of strategy could address three of the following. Which is not correct
Why are some competitors’ strategies more successful than others
How far can our major competitors be pushed before retaliating
Have our strategies changed
Have major competitors’ strengths and weaknesses changed
35 There are three basically different types of standard. Which is the correct grouping
Fixed standards; Variable standards; Analytical standards
Marketing Standards; Accounting Standards; Production/Operational Standards
Fixed term standards; Variable term standards; Analytical standards
International standards; National standards; Industry standards
36 Performance may not achieve the standard that has been set for many reasons. Which is not correct
Unanticipated environmental changes may have occurred
Implementation may have been ineffective
The measurement is not correct
The standard may be unrealistic
37 Quantitative criteria commonly used to evaluate strategies normally include the following, except one. Which one?
Comparing the firm’s performance over different time periods
Comparing the firms performance to the national standard
Comparing the firm’s performance to competitors
Comparing the firm’s performance to industry standards
38 Marketing metrics normally include the following – except one. Which one?
Sales growth, market share, distribution methods, sales force size and composition
Inventory levels, delivery time, distribution expenses, gross margins, product quality, customer retention rates
Sales force effectiveness, training, selling expenses, prices, advertising effectiveness, advertising budget
Interest rates; head office costs; cost of materials; downtime
39 Which is not an example of sales metrics?
Number of sales calls; Profit by Product type; Sales by product
Calls-Current Customers; Number of Product Demos; Sales presentations to customers
Sales by sales territory; Sales by package size; Sales by size of order
The above are all examples of sales metrics
40 Which of the following is not part of the Framework for Developing Metrics
Evaluate the type of data required
Generate items for a performance scale
Describe the general nature of performance
Specify what exactly is being evaluated
41 Which of the following items would not normally be considered in Quality Assessment
Durability-the amount of use one gets from a product before it must be replaced
Return on Investment
Reliability-the probability of a product failing within a specific time period
The primary operating characteristics or benefits of a product
42 Physical evidence include
- paperwork, b. signage, c. Quality, d. invoices
(i) All of the above (ii) a & b & c (iii) a & b & d (iv) a &d
43 The most essential element of Marketing Mix
- Product, b. Price, c. Place, d. Promotion
(i) All of the above (ii) a (iii) a & b (iv) b &c
44 A product is a mix of
- Tangibles, b. Intangibles, c. both, d. none
45 A product is a mix of
- Tangibles, b. Intangibles, c. both, d. none
46 SBU is headed by
- Chairman, b. Promoter, c. Manager, d. Business manager
47 The extent to which different products and services can be used in place of a particular product refers to the ………………..
- The belongingness and affection is concerned with
- Physical need b. Social need c. Individual need, d. all of the above
49 An ability to create, deliver, and communicate a better value proposition, is a strategy of
- Marketing, b. Promotion, Persuading d. logistic
50 A cause-related marketing is:
- Cost effective marketing, b. Brownfield marketing, c. emotional marketing, d. none
51 SWOT analysis is done to measure the changes in composition of the
Population. (True/False)
- A _______________ is an enduring preference as a mode of conduct or an end state.
(a) Culture
(b) Value
(c) Mission
(d) Objective
- A set of questions, which is filled by Investigator.
- Questionnaires, b. Schedule, c. Matrix, d. Annexure
- According to Kotler, marketing is a _________ process.
- Health insurance companies generally use _____________ concept to sell their policies.
(a) Product
(b) Production
(c) Selling
(d) Marketing
- Societal concept is just an extension of the marketing concept with consideration for _____________ needs and values.
- Customer b. Society Mass, C. product d. none
- “The performance of business activities that directs the flow of goods and
Service from producer to consumer or user.”, Given by:
- American Marketing Association, Peter Ducker, c. Philip Kotler, d. None
- “Image building” objectives are common in _____ type of market structure?
- Competition
- Oligopoly
- Monopoly
- None
- A specialty product is ________ intensively distributed than a shopping product
- More
- Less
- Both of the above
- In macro environment, ‘pressure groups’:
- cultural environment
- demographic environment
- economic environment
- political environment
- In company’s microenvironment, ‘general publics’ consists of
- minority groups
- stockholders
- community organizations., D. public image
- D
- B
- D
- B
- A
- D
- A
- D
- D
- B
- D
- B
- A
- B
- D
- D
- D
- A
- D
- D
- D
- D
- D
- C
- A
- A
- C
- A
- A
- D
- D
- C
- B
- C
- A
- C
- B
- D
- D
- A
- C
- C
- A
- C
- D
- D
- Threats of substitution
- B
- A
- D there should be societal marketing
- False
- B
- B
- Societal marketing
- C
- B
- A
- A
- B
- D
- D