Which of the following might be used to achieve an objective/strategy looking to increase profit?

Bundle offers – multiple products bundled together for a discounted price

Increasing the distribution channels used

When a premium product is at its introduction stage of the life cycle, which of the following is true?

Promotion – will be high to create awareness

Pricing – will be low to support the brand

People – will always be required to sell the product

Place – is unimportant for premium products

Which ONE of the following is a common criticism of the use of the BCG matrix in product management?

Market attractiveness is not considered

Market growth rates are ignored

It does not take market share into account

Products cannot change their positioning in the matrix

What is the key difference between primary and secondary research?

Primary research involves new research while secondary research uses data that already exists.

Secondary research takes longer than primary research

Primary research is more expensive than secondary research

Primary research involves both new and existing data while secondary data involves existing data

Which of the following is a marketing example of the use of quantitative research?

Conducting a survey to measure customer satisfaction levels

Interviewing customers about their shopping experiences

Holding a focus group to discuss new product ideas

Observing customers in a retail store

Which of the following is the best example of quantitative research?

To measure the volume of a product sold between certain hours in retail outlets

To find out why people buy a product

To find out how people use a product

To measure the number of employees that have changed job that year

Which of the following best describes the main purpose of a Marketing Information System?

Its main purpose is to provide accurate data to help make informed marketing decisions

Its main purpose is to store information from an organisation’s marketing environment

Its main purpose is to store internal data and the results of marketing research

Its main purpose is to collect, process and store information

The Advertising Standards Authority deals with which of the following?

Administering the Codes that are written by the industry

Administering data protection claims

Administering intellectual property claims

Administering Trading Standards claims

The Green Claims Code concerns which of the following?

Whether environmental claims by producers are misleading

Claims in respect of damage to roads

Claims regarding consumer rights

Whether claims about newly developed products are justified

Which of the following is important when implementing a high profit strategy?

Constant checking of costs and profit

Within a large manufacturing company, which of the following is most important in the creation of an effective plan to develop, launch and support a new product?

Clear role profiles for employees

Knowledge of social media trends

An organisation sells its products through its own branded stores and its own online shop. Which of the following represents the organisation’s biggest challenge?

Providing a consistent customer experience for customers

Managing its products effectively

Obtaining competitor intelligence

Setting a clear marketing strategy and objectives

Which of the following is a common problem for large multi-channel organisations when implementing a CRM solution?

Obtaining a single view of the customer

Ensuring customers have access to technology

Developing relevant customer communications

Monitoring customer feedback regularly

How can a strong brand provide protection for a business?

By making it difficult for other businesses to compete.

By forcing customers to pay a premium price.

By helping the business to identify unprofitable products.

By ensuring all stakeholders will identify with the brand.

Which of the following is a challenge for brand managers on an ongoing basis?

Maintaining consistency across all channels and customer touchpoints

Which of the following is most typically a characteristic of a ‘premium brand’?

The company has a strong corporate reputation.

Products can easily be copied by competitors.

The business has been in existence for a long time.

The products are used by mass market segments.

Which of the following is an example of an organisation responding to changes within its macro environment?

Changing a product to comply with new regulations

Withdrawing a product which is unprofitable

Reducing pricing due to competitive pressures

Improving a product through research

Which of the following is a reaction to a change in the INTERNAL marketing environment?

Switching to digital marketing due to reduced budget

Raising prices to absorb increased costs of suppliers

Adding a new product feature in response to customer research

Raising prices in response to competitor activity

Which of the following is the most important for a marketer when developing a fully co-ordinated marketing mix?

Clearly understand the target audience’s characteristics

Replicate the strengths of competitor mixes

Engage fully with all the organisation’s stakeholders

Ensure the pricing aligns to the competition

Which of the following actions reflect considerations based on the people element of the marketing mix?

A call centre encouraging staff to engage with customers

Changing the formula of a soft drink to meet new regulatory standards

Increasing profit margins to satisfy shareholder demands

Increasing the price of a perfume to enhance its prestige

Which of the following is an example of the ‘process’ element of the marketing mix?

A queuing system in a doctor’s surgery

The decoration of a hairdressing salon

A folder to retain credit card receipts

The staff uniforms of customer advisors

Mock Examination - Multiple Choice Questions

Authored by Eleanor McManus

Professional Development

Mock Examination - Multiple Choice Questions

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MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following is an advantage of using advertising to convey messages to customers and the market generally?

There is usually no fee involved

All customers will take action

Direct response rates will be high

The marketer controls the content

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following is an example of sales promotion in the business-to-business sector?

Free trials

Money off coupons

Buy one get one free

Free samples

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following is a disadvantage of personal selling?

Customers are less confident in the message

Alienates customers

Short term benefits

Labour intensive and costly

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following is the most likely media for online PR?

Blogs and websites

Social media advertisements

Message apps

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following communication tools is used most in managing an organisation’s reputation?

Advertising

Personal selling

Public relations

Sales promotion

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following is an example of ‘earned’ media?

Genuine online reviews

Facebook advertisement

Company website

Press release

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following is intended to increase the quantity and quality of traffic to a website?

Site traffic monitoring

Uniform Resource Locator

Hypertext Transfer Protocol

Search engine optimisation

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Mock Examination - Multiple Choice Questions

Which of the following is an advantage of using advertising to convey messages to customers and the market generally?

Which of the following is an example of sales promotion in the business-to-business sector?

Which of the following is a disadvantage of personal selling?

Which of the following is the most likely media for online PR?

Which of the following communication tools is used most in managing an organisation’s reputation?

Which of the following is an example of ‘earned’ media?

Which of the following is intended to increase the quantity and quality of traffic to a website?

The macro-environmental factor that has driven international business strategy is:

Which of the following might be used to achieve an objective/strategy looking to increase profit?

An organisation where individual outlet, equipment and brand are all provided to an independent trading business under a license and the operator pays a regular fee to the license owner is known as which of the following?

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