Chapter 10: Marketing, competition and the customer

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

1) Find out consumer requirements

2) Try to forecast future demand

3) Satisfy consumer demand profitably

4) Make the products that consumers want to buy

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

1) The process of selling products to many customers as cheaply as possible to

maximise sales

2) Promoting products to consumers who may have heard of them before

3) Predicting accurately what customers will want to buy in the future

4) Using market knowledge to assess what products will best meet

customer requirements

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One claimed benefit for a business if it increases consumer loyalty is:

1) the business will never have to advertise again

2) it will help to maintain market share

3) consumers will buy the products of the business at any price

4) competitors will not be able to achieve consumer loyalty as well

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Which one of the following is a way of helping to maintain consumer loyalty?

1) Establish relationships with the consumers which give them confidence about products

2) Replace all existing brands with new, heavily promoted brands

3) Reduce product quality but keep prices high

4) Offer promotional prices to new consumers

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Which of the following are reasons why consumer spending patterns in a country

might change over time?

i) Ageing population

ii) Higher consumer incomes

iii) New products

iv) Increased immigration

1) i), ii) and ii) only.

2) ii) and iv) only

3) All of them

4) i), iii) and iv) only

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Which one of the following is the most likely response of a business to an increase

in competition?

1) Reduce quality and but keep prices stable

2) Cut back on advertising

3) Develop different products

4) Increase output of existing products

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One of the claimed benefits of niche marketing is:

1) it leads to high levels of output and low production costs

2) marketing can be focused on a distinct part of the market

3) consumer demand will always remain high

4) there will be no competitors selling into the same part of the market

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A business sold 20 000 units last year. The total size of the market was 80 000 units.

The percentage of the market share did the businesses have?

1) 20%

2) 25%

3) 100%

4) 80%

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Total market sales for a product have been 1 million units per year for the last two

years. One firm’s sales have changed from 300 000 units to 350 000 units over these

two years. Which of the following statements about the firm’s market share is true?

1) The firm’s market share has not changed

2) The firm’s market share has risen by 5%

3) The firm’s market share was 30% in the first year and 50% in the second year

4) The firm’s market share has risen by 35%

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The definition of a market segment is:

1) one region that the product is sold in

2) one part of the world that the product is sold in

3) a section of the market made up of consumers with different needs and characteristics

4) a section of the market made up of consumers with similar needs and characteristics

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