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Marketing Principles Midterm Review Practice Test

Total questions: 30

Worksheet time: 15mins

Name
Class
Date
1.
A group of people with shared characteristics and interests such as demographics and psychographics that are most likely to purchase a business's products or services is known as __________________.
a)
enterprise system
b)
target market
c)
tribe
d)
community
2.
What are the four types of market segmentation?
a)
demographic, behavioral, psychographic, and geographic
b)
economics, sharing, returns, and investment
c)
exchange, value, variables, and personality
d)
production, percentage, finance, and customer service
3.
What type of market segmentation involves dividing a market according to different variables such as age, gender, family size, income, and occupation?
a)
geographic segmentation
b)
psychographic segmentation
c)
behavioral segmentation
d)
demographic segmentation
4.
What type of market segmentation involves dividing a market according to different characteristics such as values, interests, hobbies, likes/dislikes, lifestyles, etc.?
a)
geographic segmentation
b)
psychographic segmentation
c)
behavioral segmentation
d)
demographic segmentation
5.

The local skating rink recently offered a group discount rate for the month of December. The skating rink promoted to large families with a household size greater than 4. Which type of market segmentation is dividing a market based on the household family size?

a)

demographic segmentation

b)

psychographic segmentation

c)

geographic segmentation

d)

behavioral segmentation

6.

Nike Outlet Store is promoting a new line of equipment gear for the upcoming months. Nike sent an email to all customers who enjoy working out and exercising. What type of market segmentation is dividing a market based on customers' hobbies and interests?

a)

demographic

b)

psychographics

c)

geographics

d)

behavioral

7.

Identify the particular type of segmentation being described below: Ray-Ban Sunglasses has a new marketing campaign to focus on consumers that live within 100 miles of one of their store locations. Ray-Ban targeted these consumers based on where they live because they know consumers who live within 100 miles of their location will be most likely to travel to their store to shop. Segmenting a market based on where a consumer lives is an example of ______________ segmentation.

a)

demographic

b)

psychographics

c)

geographics

d)

behavioral

8.
A framework that allows a business to consider the strengths, weaknesses, opportunities, and threats affecting a business. It provides a snapshot of the company's health, and helps marketers identify things that may affect the performance of their marketing campaigns. This framework can be described as which of the following?
a)
5C analysis
b)
SWOT analysis
c)
PEST analysis
d)
TOWS analysis
9.
The process and methods used to gather information, analyze it, and report findings related to the marketing of goods and services is known as____________.
a)
target market
b)
market research
c)
SWOT analysis
d)
product life cycle
10.
Which data collection method is the most commonly used, most effective, and cost-efficient and results in the highest response rate among other collection methods?
a)
focus group
b)
in-person interview
c)
online survey
d)
phone interview
11.
Which type of questions do you want to avoid when creating a survey?
a)
clear and easy to understand questions
b)
questions with a specific objective
c)
impartial and misleading
12.
There are two main types of questions used when constructing a survey - open or closed questions. Which of the following best describes open questions?
a)
questions in numerical order
b)
questions that allow the participant to say what they would like to say rather than selecting from a predetermined list of answer choices
c)
questions that require the respondent to answer from a predetermined set of answer choices
d)
none of the above
13.
Nike needed to conduct market research prior to releasing a new line of workout apparel for women. Nike used the market research tool which is the most important tool to use when gathering useful information about their target market, customer loyalty, product feedback, product pricing, and customer demographics. This tool is inexpensive and has a high response rate because people can easily access it online on their own time. This tool is considered the most effective. What research tool did Nike use?
a)
phone interview
b)
in person interview
c)
online survey
d)
journaling
14.
Apple has a new product idea for laptops. Apple needs to conduct market research prior to launching the new product into the market. Apple would like to bring together a small group of people to demo and discuss the product and give their thoughts, opinions, and feedback. This process will provide Apple with a very unique and interactive face-to-face opportunity with consumers about the new product prior to launching. What type of market research tool is Apple using?
a)
survey
b)
journaling
c)
focus group
d)
promotions
15.
What is the first step in the Market Research process?
a)
collecting data
b)
constructing a survey
c)
creating a SWOT analysis
d)
defining the problem
16.
Which best describes an action during the second step of the Market Research process of designing the research plan?
a)
analyzing survey data
b)
designing and constructing an online survey
c)
reporting the conclusion and recommendations from data collected
d)
defining the problem and reason for conducting market research
17.
Ford Motor Company decided to do market research prior to designing and releasing the new Ford Bronco model. Ford decided they would conduct interviews for the appropriate research method project. They hypothesized that most people would be interested in the new Ford Bronco. The process in which Ford planned and created the interview questions and formulated a hypothesis is which step in the Market Research process?
a)
step one - define the problem
b)
step two - design the research plan
c)
step four - interpret research findings
d)
step five - report research findings
18.
Collecting data is part of the market research process. Quantitative data involves research data that has numbers whereas ________________ data describes information such as physical traits, colors, features, feelings, etc.
a)
evaluation data
b)
selection data
c)
search data
d)
qualitative data
19.

Best Buy's marketing team put together a new marketing campaign for the holidays. After 5 weeks of market research, the marketing team prepared a presentation to present to the management team. In the presentation, the marketing team reported their market research data findings while using charts and graphs for their conclusion. Finally, the marketing team provided their recommendations on continuing the marketing campaign for another month. This is an example of which step in the market research process?

a)

step one - defining the problem

b)

step two - designing the research plan

c)

step three - collecting data

d)

step five - reporting research findings

20.
The elements of a brand, such as a logo, color palette, and slogan that identify and distinguish the brand from others is best known as ____________.
a)
brand identity
b)
brand equity
c)
selection analysis
d)
iconic elements
21.
Which of the following is not a type of logo?
a)
wordmark
b)
icon
c)
combination mark
d)
lineup mark
22.
Apple Music is the new official sponsor for the Super Bowl Halftime show. Apple Music has designed a new logo specifically for this multi-year deal with the NFL. The logo contains the Apple symbol or image along with the words "Music." The type of logo that includes both the brand name with the symbol of images is known as a _____________ logo.
a)
wordmark
b)
combination mark
c)
icon
d)
lineup mark
23.
The study of colors in relation to human behavior is known as ________________.
a)
color psychology
b)
design strategy
c)
compel process
d)
aim
24.
Refers to the ability of consumers to identify a specific brand by its attributes over another brand.
a)
brand recognition
b)
color psychology
c)
brand awareness
d)
aim process
25.
What is the most popular color used among brands?
a)
blue
b)
red
c)
yellow
d)
green
26.
Customers will choose your brand time and time again, even if they experience occasional poor service or if another product comes along that seems to be better suited to their needs
a)
brand loyalty
b)
brand equity
c)
brand relationship
d)
brand promise
27.
Customers will not purchase the product because of its brand.
a)
brand protection
b)
brand identity
c)
brand rejection
d)
brand protection
28.
Customers are unable to identify the brand.
a)
brand equity
b)
brand non-recognition
c)
brand relationship
d)
brand promise
29.
Customers can recall the brand, but it has little effect on their purchases.
a)
brand protection
b)
brand equity
c)
brand identity
d)
brand recognition
30.
Customers view the brand as valuable and will choose the brand over other brands.
a)
brand preference
b)
brand equity
c)
brand identify
d)
brand relationship

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