Marketing in Business Exam

Which of the following best describes the concept of market segmentation?

• Creating a new product line
• Dividing customers into groups with similar characteristics and needs
• Setting different prices for different regions
• Developing advertising campaigns

What is the primary purpose of integrated marketing communications (IMC)?

• To focus solely on social media advertising
• To reduce marketing costs
• To create a consistent message across all channels
• To eliminate traditional advertising methods

Which pricing strategy involves setting prices slightly below round numbers (e.g., £9.99 instead of £10.00)?

• Premium pricing
• Bundle pricing
• Psychological pricing
• Cost-plus pricing

What is a key characteristic of native advertising?

• It appears as regular content in its environment
• It uses aggressive sales tactics
• It only appears on television
• It always includes celebrity endorsements

Which component of the 4Ps focuses on how products reach customers?

• Product
• Price
• Place
• Promotion

What is the main advantage of email marketing?

• It requires no planning
• It reaches all age groups equally
• It allows for personalised communication
• It guarantees sales conversion

In the context of digital marketing, what is an owned media channel?

• A paid Facebook advertisement
• A customer review on Google
• The company's website and blog
• A newspaper article about the company

Which pricing strategy is most appropriate for a new business trying to gain market share quickly?

• Premium pricing
• Skimming pricing
• Penetration pricing
• Economy pricing

What is the primary purpose of brand consistency?

• To increase production costs
• To build customer trust and recognition
• To confuse competitors
• To reduce marketing expenses

Which market segmentation approach uses lifestyle and personality traits?

• Geographic segmentation
• Demographic segmentation
• Psychographic segmentation
• Behavioural segmentation