Fundamentals of Marketing

If a company decides to focus marketing efforts on people who love mountain climbing, which method of segmentation did they use?

• demographics

• psychographics

• geography

• random

Which of the following did Jeffrey Harper give as an example of a product which is mass marketed?

• Coca-Cola

• Honda Civic

• True Religion jeans

• Banana Republic shirts

Which type of research did April Bell recommend for companies with a limited research budget?

• qualitative

• quantitative

• secondary

• primary

Which of the following is a qualitative research method?

• survey

• experiment

• questionnaire

• interview

The need for love and companionship would be included in which level of Maslow's hierarch of needs model?

• physical needs (first level)

• safety needs (second level)

• psychological needs (third level)

• self-esteem needs (fourth level)

Which of the following is an example of an objective?

• increase sales

• increase repeat business by 15 percent over one year

• improve post-purchase relationships with customers

• call customers to verify satisfaction

Which of the following is an example of a tactic?

• increase sales

• increase repeat business by 15 percent over one year

• improve post-purchase relationships with customers

• call customers to verify satisfaction

Which of the following is NOT an example of purchase which would use extended problem-solving for most people?

• bread

• car

• college

• home

Which of the following most accurately describes the difference between goals and objectives?

• goals are broad, long-term expectations for future achievements and objectives describe the overall approach to how they will be accomplished

• goals are specific, measurable and short-term expectations for future achievements & objectives are the standards by which goals should be measured

• goals describe the overall approach to how the company will succeed & objectives are the specific actions which will advance goals

• goals are broad, long-term expectations for future achievements & objectives are more specific, measurable & short-term

A strategy is best defined by which of the following?

• a specific action which will advance the company & achieve an end result

• a statement describing the overall approach to how goals & objectives will be achieved

• a specific, measureable, short-term expectations for the future

• a broad, long-term expectation for the future