Marketing End of Unit Assessment OCR 9-1

The principal role of marketing is to: *

• Understand the wants and needs of consumers, and satisfying these to increase sales

• Increase profit

• Increase the number of products made

• Increase the skills of the workers

A business can understand the needs of its customers by: *

• Making the best possible product

• Conducting market research

• Setting a lower price than competitors

• Having special offers such as buy one get one free

Which of the following is an example of primary research? *

• Collecting data from the last census for a particular age group

• Collecting data published in the local newspapers

• Collecting data by asking consumers questions in the local shopping centre

• Collecting data from the internet

Quantitative research is: *

• Research that only deals with opinions

• Research that only deals with facts and numbers

• Research that concentrates on one part of the population

• Research undertaken asking a wide variety of people

Segmentation is: *

• Splitting the number of products you sell each year

• Splitting the market for a product into different parts

• Splitting the staff in a business so they can produce goods quicker

• Splitting the holidays that staff take so that not all staff are away at the same time

Which of the following is not a method of segmentation? *

• Age

• Gender

  
  

• Income

• Target Market

If a business wants to dispose of old stock to make way for new products it would normally consider: *

• Competitor pricing

• Promotional pricing

• Cost-plus pricing

• Skimming

Skimming is: *

• Charging a lower price when a product becomes old

• Keeping the price of a product the same as competitors

• Making sure your price is always more than competitors

• Setting a higher price when a product has an advantage over its competitors

A distribution channel is: *

• A method of improving the quality of goods and services

• A method of getting goods and services to customers

• A method of seeing how products can be advertised on television

• A method of testing whether customers will buy a product

Market share is: *

• The product share of the marketing mix

• The amount of goods a business sells in a 12-month period

• The amount of goods a business sells as a percentage of the total market for that product

• The goods that a business sells as a percentage of the previous year's sales