p2 unit 1 - Marketing Environment & STP Concepts Quiz

Which of the following is NOT an element of the macro-environment?

• Demographic factors

• Marketing channels

• Technological factors

• Cultural factors

The micro-environment refers to forces that are close to the company and directly influence its ability to serve customers.

• True
• False

The STP marketing model stands for Segmentation, Targeting and

(a)  

Which type of segmentation refers to the study of human populations in terms of size, density, location, age, gender, and race?

• Psychographic
• Geographic
• Demographic
• Behavioural

In organizational buying, the decision maker is usually a single person, similar to consumer buying.

• True
• False

Which of the following best describes the difference between consumer and organizational buying?

• Consumers buy in larger volumes than organizations
• Organizations focus on short-term needs while consumers focus on long-term
• Consumers buy for personal use while organizations buy for operations or resale
• Organizational buying is less complex than consumer buying

(a)   segmentation refers to 'personality and emotions' based on behavior, linked to purchase choices.

Which component of the micro-environment includes suppliers and marketing intermediaries?

• Internal Organizational Environment
• Marketing Channel
• Competition
• Types of Market

What are the three steps in the STP model funnel?

• Market segmentation
• Market targeting
• Product positioning
• Market analysis

The marketing environment is completely controllable by the company.

• True
• False