Chapter 10: Marketing & the Customer

Which of these is not a function of the Marketing Department?

• To find out customer requirements 
• To try to forecast future demand
• To satisfy consumer demand profitably
• To make the products that consumers want to buy

Which one of the following is the best definition of marketing?

• The process of selling to customers at a cheap price
• The promotion of products to all buyers in a country
• The use of marketing to know what will meet customers wants1 characters remaining

One benefit for a business if it increases customer loyalty is

• the business will never have to advertise again
• it will help maintain market share
• consumers will buy the products of the firm at any price 

Which of the following is the most likely response of a business to an increase in competition?

• Reduce quality but keep prices stable
• Increase output of existing products
• Develop different products

One of the benefits of niche marketing is

• it leads to high levels of output and low production costs
• marketing can be focused on a distinct part of the market
• consumer demand will always remain high

The definition of a market segment is

• the part of the market controlled by one supplier 
• the part of the market controlled by a multinational
• the section of a market made from similar consumer needs

Which of the following ways would not be used to segment the market for soft drinks?

• The ages of consumers
• The lifestyle of consumers,e.g. sport players
• The income groups of consumers
• Consumers and non-consumers

Which of the following is a likely advantage of segmenting the market for magazines?

• Fewer magazine titles will be published
• Advertising will be aimed towards the right consumers
• Prices will be lower
• All consumers will buy more magazines