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WorksheetsAS Business - marketing
Total questions: 60
Worksheet time: 30mins
Which of the following is a key component of the marketing mix?
Branding
Accounting
Manufacturing
Logistics
What are the four elements of the marketing mix often called?
4Cs - cost, convenience, communication, customer
4Ps - product, price, place, promotion
4Ms - market, money, management, media
4Rs - reach, revenue, retention, relationship
What is the purpose of the marketing mix in a business?
To increase production efficiency
To meet the needs of the customers
To reduce operational costs
To enhance employee satisfaction
What is one of the 4 elements of the marketing mix that involves attracting and retaining customers through media like advertising and sponsorship?
Pricing
Distribution
Promotion
Product Development
What term is used to describe a name, term, sign, symbol design, or any other feature that allows consumers to identify the goods and services of a business?
Logo
Brand
Trademark
Slogan
Which of the following is a type of promotion that involves mass media advertising?
Above-the-line-promotion
Below-the-line-promotion
Emotional branding
Viral marketing
What term is used to describe marketing that aims to create an emotional connection with the consumer?
Generic brands
Emotional branding
Public relations
Merchandising
Which of the following refers to products that are not branded and are often sold at a lower price?
Own-label
Generic brands
Point of sale
Viral marketing
What is the term for marketing activities that occur at the location where the sale is made?
Above-the-line-promotion
Point of sale
Public relations
Emotional branding
What is the primary goal of informative advertising?
Raising awareness
Creating urgency
Building brand loyalty
Offering discounts
What is the focus of reassuring advertising?
Comforting existing customers
Attracting new customers
Offering the lowest prices
Highlighting product features
Which of the following is considered a form of below-the-line promotion?
Television advertising
Sales promotions
Radio commercials
Online banner ads
What does below-the-line promotion NOT include?
Public relations
Direct mailing
Television advertising
Exhibitions and trade fairs
Which of the following is NOT typically considered a sales promotion?
Coupons
Loyalty cards
Competitions
Product placement in movies
What is the purpose of using loyalty cards in sales promotions?
To increase brand awareness
To reward repeat customers
To advertise new products
To reduce production costs
What type of companies are more likely to use local sponsorships and donations?
Large multinational corporations
Small to medium-sized companies
Only start-ups
Only non-profit organizations
What is an example of product layout in merchandising?
In-store or on the website
In a catalog
In a magazine
On a billboard
What can limited supply of products lead to in merchandising?
Customers going elsewhere
Increased sales
Better lighting
More advertising
Which of the following is an example of below-the-line promotion?
Television advertising
Direct mailing
Radio commercials
Billboard advertising
Which product type is more likely to use BOGOF promotions?
Electronics
Foods
Cars
Furniture
At what stage in the product life cycle is PR typically used?
Maturity
Decline
Growth
Start of a new product launch
Which type of brand is also known as a distributor or private brand?
Own-label brands
Manufacturer brands
Generic brands
National brands
What is an example of a generic brand?
Aluminium foil
Kellogg’s cornflakes
Tesco’s F&F clothing
Nike shoes
Which of the following is a way to build a brand?
Exploit a unique selling point
Reduce product quality
Limit customer interaction
Decrease advertising efforts
What is one method of promoting a brand?
Ignoring customer feedback
Advertising
Reducing product availability
Limiting social media presence
Which 3 statements is a purpose of market research?
To promote goods or services
To understand the needs of the customer
To identify competitors
To identify market trends
Define the term primary research
Collecting new information first-hand
Looking at information already collected by another person or organisation
Which data is less expensive to obtain and less time-consuming?
Primary Data
Secondary Data
List 3 ways in which market research can help a business
To reduce the risk of failure by knowing whether customers are going to like a product or not
To help lower market share
To find new markets for products
To help make decisions in a company like pricing
Which 2 are disadvantages of focus groups?
Able to gather opinions, attitudes and beliefs regarding products
The focus group is not managed properly
The group is too small for reliable results
Provides meaningful Qualitative data
Which 3 statements is a purpose of market research?
To promote goods or services
To understand the needs of the customer
To identify competitors
To identify market trends
Define the term primary research
Collecting new information first-hand
Looking at information already collected by another person or organisation
Which of the following are types of primary research?
Websites, newspapers, books, articles, magazines and census
Questionnaires or surveys, observations, interviews, trials and focus groups
What is the purpose of trialling a product or service?
To find out lots of customer opinions so that charts can be drawn up and decisions
To read articles about recent product innovation in the industry by other companies
To find out what other companies in the industry are doing with their e-commerce
To assess consumer reactions to a product before it is launched across the UK.
Which data is less expensive to obtain and less time-consuming?
Primary Data
Secondary Data
Where the sample chosen is not representative of the population- it is
Secondary
Sample
Bias
Parameter
List 3 ways in which market research can help a business
To reduce the risk of failure by knowing whether customers are going to like a product or not
To help lower market share
To find new markets for products
To help make decisions in a company like pricing
Which 2 are advantages' of a telephone survey?
You can reach people in a lot of different areas across the country
People don't want to talk on the phone
If the person does not understand you can clarify points
It allows people to answer when they feel like it
Which of the following in an example of INTERNAL secondary data?
Historic sales figures
Government statistics
A market research resort from an agency
A press release by a competitior
Primary research is also known as
Desk Research
Field Research
Satisfactory Research
Refined Research
3 disadvantages of a Questionnaire are:
The questions are clear to understand
The questions are ambiguous
Leading questions
The questionnaire is too long
3 purposes of Qualitative Data
To identify trends and patterns in people's statements
To quantify the data in charts and graphs
To support quantitative data
To gather in-depth information from consumers
Fast moving consumer goods are often sold through wholesalers who add value by 'breaking __________'
bad
bulk
bones
businesses
____________ always use 2 stage distribution because they can't be held in stock
Services
Perishable items
Complex products
Luxury goods
When selling overseas into a new market, businesses will often use (best answer):
a dictionary
an agent
a map
a new product
Reducing the stages of distribution will help a business to retain....
workers
customers
control
image rights
Selling online will NOT reduce operating costs through ___________
automation and cheaper location
online payments and greater adaptability
removing intermediaries and free delivery
lack of physical stores and selling direct to consumers
A role of a broker is to:
Provide manufacturers with access to consumers over a wide area and in convenient locations.
Provide a simple sales option for manufacturers
Help buyers to find the right business to buy from in complicated markets
Make the goods eventually used by consumers
A role of a wholesaler is to:
Provide manufacturers with access to consumers over a wide area and in convenient locations.
Provide a simple sales option for manufacturers
Help buyers to find the right business to buy from in complicated markets
Make the goods eventually used by consumers
4 _______ distribution includes manufacturers, _____________, retailers and consumers.
step, markets
factor, buyers
stage, wholesalers
part, outlets
Fast moving consumer goods are often sold through wholesalers who add value by 'breaking __________'
bad
bulk
bones
businesses
____________ always use 2 stage distribution because they can't be held in stock
Services
Perishable items
Complex products
Luxury goods
When selling overseas into a new market, businesses will often use (best answer):
a dictionary
an agent
a map
a new product
Reducing the stages of distribution will help a business to retain....
workers
customers
control
image rights
Selling online will NOT reduce operating costs through ___________
automation and cheaper location
online payments and greater adaptability
removing intermediaries and free delivery
lack of physical stores and selling direct to consumers
Distribution refers to which element of the marketing mix?
Promotion
Product
Price
Place
