WorksheetsMarketing Test
Total questions: 40
Worksheet time: 36mins
Modern marketing aims to satisfy the wants of the consumer. Marketing personnel should consider first of all …………………
how to advertise the product.
what products the customer desires.
how to distribute the product
engineering problems.
Between the producer and the consumer certain goods are stored along the way. Storing along distribution channel……………….
is suitable for all products
makes quicker delivery to consumers.
makes standardization and grading necessary.
does not add to the cost of the product.
Among other things, modern marketing considers selling the correct product at the proper place. This means that………………
advertising will help increase sales.
distribution is more important than product design
place utility and consumer demand must be considered.
if a product is for sale, someone will buy it.
The marketers’ goal is shifting from making profit on each sale to making long-term profits by ......................
building huge customer databases
“mass-customizing” companies’ offerings
managing the lifetime value of a customer.
mass marketing to all customers
The new thinking of partner relationship management is that........................
marketers connect with their suppliers
marketing is done only by marketing sales and customer support people.
companies let each department go its own way
every employee must be customer focused.
Changes in the 21st century affecting marketing are
technological advances
rapid globalization
continuing social and economic shifts
all the above
The channel of distribution selected for consumer products sold on the retail market depends upon ..............
middlemen.
the type of product.
convenient locations.
place utility.
Middlemen are...............
growers who sell produce directly to a customer at a roadside stand.
people who take possession of merchandise and take title to it or arrange for transfer of ownership.
consumers who purchase every product from the producer.
people who compare quality and price before making a decision about a purchase
Modern marketing is a coordinated system of business activities because……………………………….
it involves solving design problems to meet consumer demands.
it involves having the product at the right place at the right time.
it considers the profitability of the company
all of the above.
Shopping goods are ............................
products which have a low price and can be found at several convenient locations.
go through several middlemen before they arrive at the place where the consumer purchases them.
products which generally cost more than convenience goods and require more consideration of price and quality than do convenience goods.
are found at supermarkets, convenience stores, and even in vending machines.
The main ........................... between a chain store and a franchise store is that the chain store is owned by the parent company.
similarity
difference
comparison
reason
A franchise store may be owned by a small business manager who has ............................to operate from a larger company.
ability
responsibility
possibility
permission
Promotion tools are.................
advertising
personal selling
sales promotion
public relations
all the above
The method of advertising selected depends upon....................
the product
the product, the distribution of the market, and the type of information which the company wishes to tell about its product
the distribution of the market
the type of information which the company wishes to tell about its product
............................important decisions must be made when developing an advertising program: setting objectives, setting the advertising budget, developing advertising strategy and evaluating advertising campaigns.
Six
Three
Five
Four
.....................involves a sales person trying to persuade customers directly to buy a product
Advertising
Personal selling
A sales representative
Sales staff
................are certificates that give buyers a saving when they purchase specified products.
Samples
Premiums
Coupons
Cash refund offers
...........................is another tool to build good relations with the public by obtaining favorable publicity, building up a good company image, and handling or heading off unfavorable rumors, stories, and events.
Point-of-purchase promotion
Public relations
Contests, sweepstakes and games
Sales promotion
Another type of common PR tool is special events such as booklet, news conferences, press tours, multimedia presentation, educational programs, etc designed ........................................
to reach and interest target publics.
to create product and company publicity.
to draw attention of several different media.
to develop and circulate information.
To find the best marketing mix and put it into action, the company engages in ..............................
market segmentation, targeting, and positioning.
serving and satisfying these segments.
marketing analysis, planning, implementation, and control.
identifing the total market.
The process of dividing a market into different groups of buyers who have different needs, characteristics, or behavior and who might require separate products or marketing programs, is called .......................
marketing implementation.
market segmentation.
marketing analysis.
marketing.
...........................involves evaluating each market segment’s attractiveness and selecting one or more segments to enter.
Marketing planning
Marketing control
Marketing
Target marketing
...............................is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
Target marketing
Market segmentation
Market positioning
Marketing mix
.......................means the goods and services combination the company offers to the target market.
Product
Price
Place
Promotion
Managing the marketing function begins with .......................of the company’s situation.
overall strategic objectives
marketing strategies
marketing planning
a complete analysis
.............................involves evaluating the results of marketing strategies and plans and taking actions to ensure that objectives are achieved.
Marketing planning
Marketing control
Marketing implementation
Marketing function
To ..............................., companies must understand customers to design market offers with more value than the offers of competitors.
develop strong customer relationships
understand their competitors
position the company against competitors
gain competitive advantage
....................................is one that spends most of its time tracking competitors’ moves and market shares and trying to find strategies to attack them.
A customer – centered company
A successful company
A competitor – centered company
A strategy-focused company
..................................often pays a big amount of money to develop new products and markets, expand distribution, and educate the market.
The market leader
The challenger
A follower
A runner-up company
To remain number one, leading firms can take any of these actions.
find ways to expand total demand
protect their current market share through good defensive and offensive actions
expand their market share further, even if market size remains constant
all the above
The aim of ................................is to determine the benefits that target customer value and how customers rate the relative value of various competitors’ offers.
assessing competitors
attacking at bad competitors
competing with competitors
customer value analysis
Brand building involves ........................strategy decisions.
six
five
four
three
Marketers need to ...................... their brands clearly in target customers’ minds
identify
find out
position
build
..............................should have a lot of qualities such as suggesting something about the product’s benefits and qualities; easy to pronounce, recognize and remember; be distinctive; easy to be translated into other languages; have visual appeal; be capable of registration and legal protection.
Brand positioning
Brand identity
Brand names
Brand qualities
A manufacturer has ..............................sponsorship options.
six
five
three
four
The product may be launched as a manufacturer’s brand (a national brand), sell to resellers who use a private brand, market licensed brands, or join forces with another company ......................a product.
to create
to co-brand
to form
to establish
When the company comes to developing brands it has some choices.
introduce line extensions
brand extensions
multi-brands
all the above
................................gives a new product instant and faster acceptance, save the high advertising costs usually required to build a new brand name.
Brand identity
A multi-brand
A line extension
A brand extension
...................................help the company to promote, sell, and distribute its goods to the buyers.
Suppliers
Purchasers
Marketing intermediaries
marketing services agencies
A marketing environment encompasses .................................that drive and influence an organization's marketing activities.
microenvironment
macro-environment
all the internal and external factors
essential factors
