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WorksheetsFundamentals of Marketing
Total questions: 35
Worksheet time: 18mins
If a company decides to focus marketing efforts on people who love mountain climbing, which method of segmentation did they use?
demographics
psychographics
geography
random
Which of the following did Jeffrey Harper give as an example of a product which is mass marketed?
Coca-Cola
Honda Civic
True Religion jeans
Banana Republic shirts
Which type of research did April Bell recommend for companies with a limited research budget?
qualitative
quantitative
secondary
primary
Which of the following is a qualitative research method?
survey
experiment
questionnaire
interview
The need for love and companionship would be included in which level of Maslow's hierarch of needs model?
physical needs (first level)
safety needs (second level)
psychological needs (third level)
self-esteem needs (fourth level)
Which of the following is an example of an objective?
increase sales
increase repeat business by 15 percent over one year
improve post-purchase relationships with customers
call customers to verify satisfaction
Which of the following is an example of a tactic?
increase sales
increase repeat business by 15 percent over one year
improve post-purchase relationships with customers
call customers to verify satisfaction
Which of the following is NOT an example of purchase which would use extended problem-solving for most people?
bread
car
college
home
Which of the following most accurately describes the difference between goals and objectives?
goals are broad, long-term expectations for future achievements and objectives describe the overall approach to how they will be accomplished
goals are specific, measurable and short-term expectations for future achievements & objectives are the standards by which goals should be measured
goals describe the overall approach to how the company will succeed & objectives are the specific actions which will advance goals
goals are broad, long-term expectations for future achievements & objectives are more specific, measurable & short-term
A strategy is best defined by which of the following?
a specific action which will advance the company & achieve an end result
a statement describing the overall approach to how goals & objectives will be achieved
a specific, measureable, short-term expectations for the future
a broad, long-term expectation for the future
According to Jeffrey Harper, why are goals & objectives important in marketing?
to prove marketing has value
to show the importance of marketing to company owners
to make customers understand a product's value
to keep everyone motivated to achieve the same thing
Which of the following is NOT one of the discussed functions of marketing?
pricing
marketing information management
buying
financing
For what does marketing depend on the human resources department?
to implement marketing plans by setting goals & objectives
to bring in money for the marketing budget
to get people interested in the products & services offered
to hire people who are aligned with the marketing strategy
Which of the following decisions would be considered part of the "product" element of the marketing mix?
whether to put a product on a table or shell
whether to make a product blue or red
whether to make a product $5 or $10
whether to have a sale on product A or productc B
According to Jeffrey Harper, why is market research important?
without research data to base decisions on, marketers are just guessing
by researching, people know marketers care about them
data generated by research can be sold to make extra money
research is fun, easy & cheap so even if nothing is learned, the experience is good
Which of the following best describes the difference between secondary & primary research?
secondary research is done twice & primary research is performed once
secondary research is past research which has already been performed & often published & primary research is done firsthand for the first time
secondary research is performed once & primary research is performed twice
secondary research is done firsthand for the first time & primary research is past research which has already been performed & often published
Qualitative research can be defined as which of the following?
high-quality secondary research
structured research which uses the scientific method & standardized question to make generalization & predictions
experimental research which is performed by experienced research experts using a specific formula
exploratory, in-depth research involving flexible, open-ended questions
Which of the following is NOT a quantitative research method?
a questionnaire at your restaurant table which asks how happy you are with your food & service
a group discussion about the features group members want in a new cell phone
a survey over the phone at the end of a cable service phone call
an experiment which compares the internet speed of two competing providers
Which of the following is NOT a typical time to perform market research as listed by April Bell?
during product development when a company is trying to determine what the new product should be
when a product has been on the market for a while & needs to be improved
throughout a product's life cycle when a company needs to know if customers are satisfied with the product
after a product is discontinued when a company needs to know if people want the product back
Who developed the hierarchy of needs model?
April Bell
Rachel Lowe
Abraham Maslow
Jeffrey Harper
The element of the marketing mix known as "place" refers to which of the following?
where the raw materials used to make products and services come from
where products and services are manufactured
where products and services are made available to customers
where products and services are thrown away
If you are shopping for a shirt and decide not to make a purchase because you cannot find your size, which element of the marketing mix has failed?
people
product
promotion
presentation
When you see an advertisement for a store and decide to shop there, which element of the marketing mix has succeeded?
presentation
product
place
promotion
When a company uses the mass marketing technique, they are doing which of the following?
producing & distributing large amounts of marketing over a short period of time
concentrating marketing on the most massive group of customers
aiming marketing at everyone without consideration of differences among people
producing large amounts of marketing in one year to be distributed the next year
Which of the following best describes the process of market segmentation?
when marketers break up marketing efforts chronologically by month
when marketers divide the mass market based on shared characteristics
when marketers distinguish between marketing effects based on cost
when marketers approach the mass market with small pieces of undeveloped marketing ideas
Which of the following is NOT a discussed method of segmenting markets?
geography
demographics
psychographics
randomly
A target market is which of the following?
a group which is unimportant to focus marketing efforts on
the specific group for which a business's products, services & marketing efforts are intended
the broad group for which a product's features are not meaningful
a small group which marketers use to test marketing efforts before running a full campaign
According to April Bell, why is it important for companies to identify their target market?
marketing efforts can be very expensive
most people do not like advertisements
everyone wants to feel targeted
every product is not for everyone
Which of the following is NOT affected by marketing?
the locations you shop
the items you purchase
the product regulations
the use of the products
Marketing, put simply, attempts to do which of the following?
get people to buy things they do not need
make people love spending money
hide any flaw a product or service has
satisfy people's needs
When the marketing concept is used to make all business decisions, how many functions does marketing serve?
four
seven
twelve
fifteen
Which of the following is distribution focused on when thought of as a function of marketing?
filling a quota of stores with products
using persuasion to sell as many products as possible
getting products to the best place for customers to locate and obtain them
making people understand how useful a product is
Which of the following descriptions accurately describes the difference between promotion and selling?
promotion indirectly communicates the value of a product and selling is directly communicating with customers
promotion is increasing sales numbers and selling is maintaining sales numbers
promotion is directly communicating with customers and selling indirectly communicates the value of a product
promotion is maintaining sales numbers and selling is increasing sales numbers
The marketing mix can best be described as which of the following?
the elements a marketer is attempting to sell
the variable marketers control to influence a business' success
the pieces necessary to create an advertisement
the ways a business can benefit from marketing
Which of the following is NOT one of the "four Ps"?
presentation
promotion
product
price
