CIM Eligibility Test - Sample test

1. Which of the following is an element of the MICRO marketing environment?

• Interest groups
• Tax incentives
• Political lobbyists
• Consumer legislation

2. Ross is a marketing manager and is undertaking an assessment of the organisation's micro-environment. Which ONE of the following tools will be most useful to him?

• Ansoff matrix.
• GE matrix.
• PESTEL analysis.
• Stakeholder mapping.

3. By understanding customers and their needs marketing organizations should be able to achieve which of the following more easily?

• Customer classifications.
• Customer systems.
• Customer satisfaction.
• Customer resistance.

4. Which of the following should always be an element within a marketing plan?

• Exchange.
• Adoption.
• Control.
• Testing.

5. Claire is a marketing manager. She has been tasked with identifying ways of improving customer satisfaction levels for her product portfolio. Which of the following should she do first?

• Schedule marketing activities.
• Increase her budget.
• Understand buying behaviour.
• Design a marketing mix.

6. A student union wants to gather quantitative data from first year students. It has no budget for this activity but it wants to give every student the opportunity to participate. Which ONE of the following would be the best method of obtaining this data?

• Focus group.
• Interview.
• Observation.
• Online survey.

7. Which of the following is frequently a 'trigger' for consumers at the 'need recognition' stage of the buying process?

• Advertising.
• Segmentation.
• Positioning.
• Cold calling.

8. A consumer's social and cultural background is likely to influence which of the following the least? Their:

• attitudes.
• values.
• beliefs.
• life-cycle stage.

9. Which of the following is an organisational factor which is likely to impact on a company's buying process?

• Structure.
• Economic cycle.
• Stakeholders.
• Interest rates.

10. Which of the following is an individual factor which often impacts on the organizational buying process?

• Experience.
• Sector.
• Budgets.
• Product.