1. Strategic marketing planning establishes the -
a) Resource base provided by the firm's strategy
b) Economic impact of additional sales
c) Tactical plans that must be implemented by the entire organization
d) Basis for any marketing strategy
2. Which of the following statements is correct?
a) Marketing is the term used to refer only to the sales function within a firm
b) Marketing managers usually don't get involved in production or distribution decisions
c) Marketing is an activity that considers only the needs of the organization, not the needs of society as a whole
d) Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
3. ______________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
a) The promotion mix
b) Integrated international affairs
c) Integrated marketing communications
d) Integrated demand characteristics
4. The term marketing refers to:
a) A philosophy that stresses customer value and satisfaction
b) New product concepts and improvements
c) Planning sales campaigns
d) Advertising and promotion activities
5. The ______________ holds that consumers will favor products that are available and highly affordable (therefore, work on improving production and distribution efficiency).
a) Product concept
b) Production concept
c) Production cost expansion concept
d) Marketing concept
6. These objectives are often the most suitable when firms operate in a market dominated by a major competitor and where their financial resources are limited
a) Hold
b) Niche
c) Harvest
d) Divest
7. The use of price points for reference to different levels of quality for a company's related products is typical of which product-mix pricing strategy?
a) Optional-product pricing
b) Captive-product pricing
c) By-product pricing
d) Product line pricing
8. Which of the following is NOT an element of the marketing mix?
a) Distribution
b) Product
c) Target market
d) Pricing
9. When companies make marketing decisions by considering consumers' wants and the long-run interests of the company, consumer, and the general population, they are practicing which of the following principles?
a) Innovative marketing
b) Consumer-oriented marketing
c) Value marketing
d) Societal marketing
10. ______________ is the collection and interpretation of information about forces, events, and relationships that may affect the organization.
a) Environmental scanning
b) Stakeholder analysis
c) Market sampling
d) Opportunity analysis
11. Which of the following is typically NOT a result of recognizing the importance of ethnic groups by marketers?
a) Use of an undifferentiated one-size-fits-all marketing strategy
b) Different pricing strategies for different groups
c) Variations in product offerings to suit the wants of a particular group
d) Study of ethnic buying habits to isolate market segments
12. Newsletters, catalogues, and invitations to organization-sponsored events are most closely associated with the marketing mix activity of-
a) Pricing
b) Distribution
c) Product development
d) Promotion
13. Market expansion is usually achieved by:
a) More effective use of distribution
b) More effective use of advertising
c) By cutting prices
d) All of the above are suitable tactics
14. Assume you are in charge of the politically-mandated process of converting the economy of a developing African nation from state-controlled to market-driven business ventures. Your ability to control –––––– will most likely determine the future success of the country and its government.
a) The culture
b) Marketing
c) Technology
d) Competitive environment
15. When looking at consumer income, marketers are most interested in
a) Discretionary income
b) Deferred income
c) Inflationary income
d) Disposable income
16. The strategic marketing planning process begins with ______________
a) The establishment of organizational objectives
b) Hiring a senior planner
c) The writing of the mission statement
d) The formulation of a marketing plan
17. Political campaigns are generally examples of -
a) Cause marketing
b) Organization marketing
c) Event marketing
d) Person marketing
18. Marketing decision makers in a firm must constantly monitor competitor's activities-their products, prices, distribution, and promotional efforts-because
a) The competitors may be violating the law and can be reported to the authorities
b) The actions of competitors may threaten the monopoly position of the firm in its industry
c) The actions of competitors may create an oligopoly within an industry
d) New product offerings by a competitor with the resulting competitive variations may require adjustments to one or more components of the firm's marketing mix
19. Early adopters of which opinion leaders are largely comprised of and tend to be ______________
a) Generalized; that is, they tend to lead the group on most issues
b) More likely to buy new products before their friends do and voice their opinions about them
c) From the upper class; people from other classes are more likely to be followers
d) Quiet, withdrawn people who don't make fashion statements or take risks easily
20. The term "marketing mix" describes:
a) A composite analysis of all environmental factors inside and outside the firm
b) A series of business decisions that aid in selling a product
c) The relationship between a firm's marketing strengths and its business weaknesses
d) A blending of four strategic elements to satisfy specific target markets
21. Which of the following is central to any definition of marketing?
a) Making a profit
b) Demand management
c) Transactions
d) Customer relationships
22. Introducing new products to existing markets is an example of:
a) conglomerate diversification
b) vertical diversification
c) horizontal diversification
d) concentric diversification
23. When a company acquires a supplier through an acquisition strategy, this is referred to as:
a) vertical marketing system
b) horizontal integration
c) forward integration
d) backward integration
24. When backed by buying power, wants become ..........
a) physical needs
b) demands
c) social needs
d) exchanges
25. Which of the following reflects the marketing concept philosophy?
a) "You won't find a better deal anywhere."
b) "When it's profits versus customer's needs, profits will always win out."
c) "We're in the business of making and selling superior products."
d) "We don't have a marketing department, we have a customer department."
26. Selecting which segments of a population of customers to serve is called ........
a) managing the marketing effort
b) target marketing
c) customization
d) positioning
27. Which of the following is the term for customers who make repeat purchases and tell others about their positive experiences with a product or service?
a) full partners
b) butterflies
c) social customers
d) customer evangelists
28. Greater consumer control means that companies must rely more on marketing by ........than by ..........
a) producing; selling
b) inspiration; competition
c) interruption; involvement
d) interaction; intrusion
29. Most companies today enter a new market by serving a ........, and if this proves successful, they
a) single market segment; add segments
b) target market; reposition
c) few segments; add more segments
d) multitude of segments; add more segments
30. An increasingly large number of firms are changing their organizational focus from ......... to .......
a) product management; functional management
b) brand management; customer relationship management
c) territory management; functional management
d) global management; regional management
31. Which of the following is NOT a marketing objective?
a) Positioning
b) Volume sales
c) Cash flow
d) all of the above
32. What is price skimming?
a) Setting an initially-high price which falls as competitors enter the market
b) Setting a high price which consumers perceive as indicating high quality
c) Setting a low price to "skim off" a large number of consumers
d) none of the above
33. Setting a price below that of the competition is called:
a) Penetration pricing
b) Skimming
c) Competitive pricing
d) none of the above
34. A profit calculated by adding a percentage to the costs of production is called:
a) Mark-up
b) Breakeven
c) Margin
d) none of the above
35. A profit calculated on the basis of a percentage of the selling price is called:
a) Mark-up
b) Breakeven
c) Margin
d) none of the above
36. Calculating prices on the basis of what the market will pay is called:
a) Competitive pricing
b) Demand pricing
c) Prestige pricing
d) none of the above
37. Ending prices with 99p is called:
a) Price lining
b) Prestige pricing
c) Odd-even pricing
d) none of the above
38. Bundle pricing is:
a) Providing a bundle of benefits for one price
b) Packaging a group of products together
c) Providing a group of prices for one product category
d) none of the above
39. Advertising used in the early stages of the PLC is called:
a) Pioneering advertising
b) First-sage advertising
c) Launch advertising
d) none of the above
40. What is institutional advertising?
a) Advertising on behalf of charities
b) Advertising conducted by the Government
c) Advertising aimed at building the corporate reputation
d) none of the above
41. What is copywriting?
a) Using themes from a competitor's advertising campaign
b) Repeating themes from previous campaigns
c) Putting together the verbal elements of the message
d) none of the above
42. What is reach?
a) The average number of times the target market is exposed to the message
b) The percentage of the target market which remembers the advertisement
c) The percentage of the target market that is exposed to the message at least once
d) none of the above
43. Selling warm coats to Icelanders is an example of:
a) Geographic segmentation
b) Behavioural segmentation
c) Demographic segmentation
d) none of the above
44. Selling vodka to Icelanders is an example of:
a) Geographic segmentation
b) Behavioural segmentation
c) Demographic segmentation
d) none of the above
45. Selling fishing equipment to Icelanders is an example of:
a) Geographic segmentation
b) Behavioural segmentation
c) Demographic segmentation
d) none of the above
46. To be successful, a segment must be:
a) Distinguished, defendable, sizeable, and local
b) Distinctive, tangible, accessible, and defendable
c) Distinctive, tangible, accessible and local
d) none of the above
47. Demographic segmentation refers to:
a) The description of the people and their place in society
b) The description of the people's purchasing behavior
c) The location where people live
d) none of the above
48. What does BOGOFF stand for?
a) Buy One Get One For Free
b) Bought on Good Offers
c) Beginning of Great Offer
d) none of the above
49. A new model of a popular car would be considered:
a) Dynamically continuous innovation
b) Discontinuous innovation
c) Continuous innovation
d) none of the above
50. Starting with one or two areas and then adding new regions to the distribution area is called:
a) Rolling launch
b) Sprinkler strategy
c) Test marketing
d) none of the above
51. ______________ is a critical success factors of products at project level which is indicated by a
differentiated product with unique customer benefits.
a) Solid up front homework
b) High quality marketing activities
c) Sharp early product definition
d) Product superiority
52. Which of the following represents the correct sequence of tasks for building a brand (from left to
right)?
a) Developing marketing programs, Leverage of secondary associations, Choosing brand elements
b) Choosing brand elements, Developing marketing programs, Leverage of secondary associations
c) Choosing brand elements, Leverage of secondary associations, Developing marketing programs
d) Leverage of secondary associations, Choosing brand elements, Developing marketing programs
53. Company A fixes its marketing communication budget by observing the budget set by Company B.
This is an example of establishing budget by:
a) Affordable method
b) Percentage of sales method
c) Competitive parity method
d) Objective and task method
54. Marketing channel that involves no intermediaries to made their products available to final buyers is
classified as
a) Direct channel
b) Indirect channel
c) Static channel
d) Flexible channel
55. Typically profit is negative in which stage of the product life cycle?
a) Growth
b) Maturity
c) Introduction
d) Decline
56. The Economic Order Quantity (EOQ) represents the order quantity for which:
a) Inventory carrying cost per unit is lowest
b) Order processing cost per unit is lowest
c) Total inventory and order cost per unit is lowest
d) None of these
57. Which of the following statement is true regarding break-even point:
a) The profit at break-even point is 0
b) Total revenue is more than total cost at break-even point
c) Total cost is more than total profit at break-even point
d) None of these
58. Cost of setting up a warehouse is considered as ______________ cost and cost of overtime paid to
workers is considered as a ______________ cost.
a) Fixed, fixed
b) Variable, fixed
c) Fixed, variable
d) Variable, Variable
59. Identify the incorrect statement about multiple channels:
a) Internet banking is an example of low cost channel that is offered by banks
b) Customers usually use only one channel for all transactions even if multiple channels are offered
c) Service sensitive customers prefer the full service channels
d) Economic considerations should not be the only criteria for deciding what combination of channels to be
used
60. Segmentation is the process of:
a) Dividing the market into homogenous groups
b) Selecting one group of consumers among several other groups
c) Creating a unique space in the minds of the target consumer
d) None of these
61. Good marketing is no accident, but a result of careful planning and _____________.
a) Execution
b) Selling.
c) Research.
d) Strategies.
62. The ______________ function of marketing makes the products available in different geographic
regions.
a) Production.
b) Selling
c) Distribution.
d) Promotion.
63. The traditional view of marketing is that the firm makes something and then ______________ it.
a) Markets.
b) Sells.
c) Prices.
d) Services.
64. ______________ is referred to as segmentation.
a) Mass marketing.
b) Niche marketing.
c) Differentiated marketing.
d) none of above
65. Groups that have a direct or indirect influence on a persons attitudes or behavior is known as
______________
a) Reference groups
b) Family.
c) Roles
d) Status.
66. Augmented product contains ______________.
a) Basic needs.
b) Functional characteristics.
c) Additional benefits.
d) Expected features.
67. The emotional attachment of a customer towards a brand is known as ______________.
a) Brand associations
b) Perceived quality.
c) Brand loyalty.
d) Brand awareness.
68. Logistics means ______________.
a) Production.
b) Flow of goods.
c) Consumption.
d) Marketing channel.
69. Logistics management is a part of ______________.
a) Production.
b) Marketing channel
c) Supply chain management.
d) Consumption.
70. Marketing buzz means ______________.
a) Viral marketing.
b) Virtual marketing.
c) De-marketing.
d) Social marketing.
71. Re-marketing is related with creating demand for ______________.
a) Fresh products.
b) Non-usable products
c) Low quality products.
d) Renewed use of products.
72. ______________ is aimed at encouraging renewed use of a product in which market interest has
declined.
a) De-marketing.
b) Re-marketing.
c) Synch rod.
d) Tele marketing.
73. Demographic segmentation refers to.
a) The description of the people and the place in society.
b) The description of the people's purchasing behavior
c) The location where people live
d) Geographic regions.
74. Which of the following reflects the marketing concept philosophy?
a) " you won't find a better deal anywhere".
b) "When it's profits versus customers needs, profits will always win out".
c) "We are in the business of making and selling superior product".
d) "We won't have a marketing department, we have a customer department".
75. What is price skimming?
a) Setting an initially high price which falls as competitors enter the market.
b) Setting a high price which consumers perceive as indicating high quality
c) Setting a low price to "Skim off" a large number of consumers.
d) non of above
76. In selling concept, maximization of project of the firm is done through ______________.
a) Sales volume.
b) Increasing production.
c) Quality.
d) Services.
77. ______________ motives are those which determine where or from whom products are purchased.
a) Product.
b) Patronage.
c) Emotional.
d) Rational.
78. in ______________ segmentation , buyers are divided into different groups on the basis of life style
or personality and values.
a) Geographic.
b) Demographic
c) Psychographic.
d) Behavioral.
79. The technique of using the social network on the internet to create the brand image is called as
______________.
a) Social marketing.
b) Re-marketing.
c) Viral-marketing.
d) Synchronic marketing.
80. Which of the following is not included in the function of physical supply:
a) Standardization.
b) Storage.
c) Packaging.
d) Transportation.
81. Which of the following is not part of demographic segmentation?
a) Age.
b) Income
c) Education.
d) Interest.
82. When a consumer decides to buy without much logical thinking, his decision is said to be
______________
a) Patronage.
b) Emotional.
c) Rational.
d) None of these.
83. ______________ price refers to the high initial price charged when a new product is introduced in
the market.
a) Premium.
b) Penetration.
c) Skimming.
d) None of these.
84. ______________ is the practice of charging a low price right down from the beginning to stimulate
the growth of the market.
a) Skimming.
b) Penetration.
c) Premium.
d) None of these.
85. Super market is also known as ______________
a) Self service store
b) Hyper market.
c) co-operative societies.
d) None of these.
86. The best channel of distribution for vacuum cleaner is ______________.
a) Direct marketing.
b) Tele marketing.
c) Retail chains.
d) None of these.
87. M P R stands for:
a) Managing public relations.
b) Measuring public relations
c) Marketing public relations.
d) Monitoring public relations
88. Being ______________ one cannot taste, touch, see, hear, smell or use services like physical
products;
a) Intangible.
b) Tangible.
c) None of these.
d) None of these.
89. The term Meta marketing was first used by ______________.
a) Eugene .J .Kelly.
b) N. H. Borden.
c) Wendell.
d) None of these.
90. E- marketing is a part of ______________.
a) E-commerce.
b) E-cash.
c) E-Payment.
d) E-mail.
91. ______________ advertisement is a small, graphic links placed on a web page.
a) Banner.
b) Buttons.
c) Website.
d) E-mail.
92. Social marketing is used as an instrument to achieve the goals of ______________.
a) Marketer.
b) Seller
c) Society.
d) None of these.
93. ______________ marketing means serving a small market not Served by competitions.
a) Niche.
b) Mega.
c) Meta.
d) None of these.
94. these are ______________ elements of promotion mix.
a) Four.
b) six
c) five
d) two
95. ______________ advertisement is used at the time of introducing a new product in the market.
a) Selective.
b) Reminder.
c) Primary.
d) None of these.
96. ______________ is the oral presentation in a conversation with one or more prospective buyers for
the purpose of making sales.
a) Advertising.
b) Branding.
c) Personal selling.
d) None of these.
97. The process of introducing higher quality products by a manufacturer is called ______________.
a) Product line expansion.
b) Product line contraction
c) Trading down.
d) Trading up.
98. ______________ is the marketing and financial value associated with a brand's strength in a market.
a) Brand equity.
b) Brand loyalty.
c) Branding.
d) None of these.
99. Marketing is both an "art" and a "science" there is constant tension between the formulated side of
marketing and the ______________ side.
a) Creative.
b) Management.
c) Selling.
d) Behavior.
100. Transportion belongs to ______________ function of marketing.
a) Research.
b) Exchange.
c) Physical supply
d) Facilitating.