Marketing CH 1-4 UTM

Which of the following best defines marketing?

• Selling products only

• Creating customer value and managing profitable relationships

• Advertising to increase awareness

• Offering discounts to attract customers

Which of the following is a basic human need?

• Branded sneakers

• Smartphone

• Food and shelter

• Netflix subscription

When a customer prefers nasi lemak over a sandwich, it represents a:

• Need

• Want

• Demand

• Value

A product becomes a demand when the customer:

• Wants it for free

• Needs it but doesn’t buy

• Has the ability and willingness to buy

• Reads about it online

Which of the following is an example of a service?

• Smartphone

• Car

• Laptop

• Haircut

Strategic planning is the process of:

• Managing employee performance

• Designing a website

• Matching company goals with market opportunities

• Selling directly to customers

What is a Strategic Business Unit (SBU)?

• A small branch office

• A department that focuses only on HR

• A unit with separate goals and can be planned independently

• A team that handles only logistics

In the BCG matrix, which type of SBU has high growth and high market share?

• Dogs

• Cash Cows

• Stars

• Question Marks

Which BCG category represents products with high market share but low market growth?

• Dogs

• Stars

• Cash Cows

• Question Marks

Which growth strategy in the Product/Market Expansion Grid involves developing new products for existing markets?

• Market penetration

• Market development

• Product development

• Diversification