WorksheetsPrinciples of Marketing
Total questions: 22
Worksheet time: 29mins
Which of the following characteristics is typical of the business market?
a. a smaller role played by advertising than in the consumer goods market
b. geographical dispersion of members
c. large number of buyers
d. purchases are never made for resale, only for use in production
e. public benefit is primary motivation.
Which of the following statements best reflects the view of a firm with a production orientation?
a. Our company is consumer oriented.
b. We have a first rate sales organization which disposes of all the products we can make at a favorable price.
c. We guarantee our customers complete satisfaction with every aspect of what they buy from us or we will refund their money.
d. Our basic function is to produce the highest quality product possible.
e. Selling is only one component of marketing.
In the consumer decision process, the gathering of information related to the attainment of a desired state of affairs constitutes
a. problem or opportunity recognition.
b. attitude modification
c. evaluation of alternatives
d. the search process.
e. the purchase decision.
Which of the following correctly describes a stage in the consumer decision making process?
a. postpurchase evaluation – read newspaper ads to find dealers who sell the desired product.
b. problem or opportunity recognition – discover that any of several brands would be satisfactory for your intended use.
c. search – buy the desired product at the nearest store.
d. alternative evaluation – create a set of evaluative criteria with which to analyze possible choices.
Which of the following is an example of market segmentation
An appeal is developed which it is hoped will reach all consumers, regardless of income.
Residents of urban areas and rural areas are approached with exactly the same marketing mix
An automobile company separate its markets into economy buyers and luxury buyers.
A firm markets its products to all residents of the U.S with the same single product marketing mix.
A company considers all residents of Vietnam to be members of its market
A firm that targets as potential customers only neurosurgeons who perform 20 or more of a specific procedure per year is using
a. undifferentiated marketing
b. differentiated marketing
c. concentrated marketing.
d. micromarketing
e. arbitrary segmentation.
.......................................are used in the positioning process to illustrate differing attributes of a selection of brands
a. Product features
b. SIC code
c. Perceptual maps.
d. Organizational characteristics
The firm’s objective in the introductory stage of the product life cycle is to
a. extend the cycle as long as possible.
b. improve warranty terms and service availability.
c. emphasize market segmentation.
d. stimulate demand for the new product.
e. price competitively.
In marketing, the term "product":
a. refers only to tangible items that can be seen, tasted, or touched.
b. is a broad concept that refers to anything that can be offered for use and consumption, in exchange for money or some other form of value
c. is limited in meaning to goods, services, and ideas only.
d. never refers to such things as package design, brand name, or warranty.
........................vary according to the number of units of goods made or services sold.
a. Product assets
b. Price elasticity
c. Fixed costs
d. Variable costs
When varying prices are set for different groups of customers, this is called:
a. price differentiation.
b. price fixing
c. segmentation pricing
d. price guarantees.
What is your most concerning topic in Marketing?
Please write down your full name, class, no. of order.
. Within the broader classification of product-related segmentation, the classic example of this segmentation technique is airline frequent flyer programs. The technique is
a. segmenting by benefit sought.
b. segmenting by usage rates.
c. segmenting by demographic characteristics.
d. segmenting by psychographics.
e. segmenting by brand loyalty.
A firm which produces numerous products with different marketing mixes, each of which is designed to satisfy a segment of the market, is said to be practicing
a. undifferentiated marketing
b. mass marketing
c. consolidated marketing
d. differentiated marketing
e. concentrated marketing
Which is NOT classified in buy classes?
a. new task.
b. information gathering
c. modified rebuy
d. straight rebuy.
_________is the process by which we acquire new knowledge and skills, attitudes and values, through study and experience, or by modelling others' behavior (e.g. parents, friends).
a. Learning
b. Memory
c. Evaluation
d. Motivation
Which of the following best exemplifies a firm which has adopted the marketing concept?
a. Sales must increase 30% annually
b. We train our sales force to be persuasive so they can wear down consumer resistance.
c. Our new car was developed to satisfy the needs of young, urban professionals who want a luxurious, quality mode of transportation.
d. We do not have to worry about competitors because we have a patent on the production process for our products.
e. Engineers plan our products and marketers sell them.
The marketing mix includes
a. planning the product
b. blending personal selling, advertising, and sales promotion tools.
c. setting prices
d. establishing marketing channels
e. all of the above
A Rolls-Royce executive was once heard to remark, “We have never had to worry about sales or advertising. Our cars are simply the best in the world.” The chances are that the automobile division of Rolls Royce is
a. an active advocate of the marketing concept
b. a production oriented company
c. a firm with a sales orientation
d. unique in its analysis of marketing opportunities and target markets.
e. operating in a buyer’s market.
Which of the following is not an element of the marketing mix?
a. Distribution.
b. Product.
c. Target market.
d. Pricing.
In order for exchange to occur:
a. a complex societal system must be involved.
b. organized marketing activities must also occur.
c. a profit-oriented organization must be involved.
d. each party must have something of value to the other party
