Fundamentals of Marketing

For what does marketing depend on the human resources department?

• To implement marketing plans by setting goals and objectives

• To bring in money for the marketing budget

• To get people interested in the products and services offered

• To hire people who are aligned with the marketing strategy

Which of the following decisions would be considered part of the “product” element of the marketing mix?

• Whether to put a product on a table or shelf

• Whether to make a product blue or red

• Whether to make a product $5 or $10

• Whether to have a sale on product A or product B

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 hierarchy 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 one of the discussed functions of marketing?

• Pricing

• Marketing information management

• Buying

• Financing