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WorksheetsDP Business HL - Marketing 4.1-4.4
Total questions: 67
Worksheet time: 34mins
Marketing is not about...
Customer relations management
Meeting the needs and wants of consumers
Recruiting the best salespeople
Understanding the needs and wants of customers
Which statement cannot be applied to the nature of marketing?
Customers are of central importance in marketing
It affects all functional aspects of a business
It is all about selling products to meet the needs of customers
Marketing is far more than advertising
The size of a market is not measured in terms of...
Marketing Budgets
Sales Revenue
Sales Volume
The number of customers
Which of the following is not part of the marketing mix for physical goods?
Place
People
Product
Promotion
The marketing mix for services does not necssarily include...
Packaging
People
Physical Evidence
Price
Which of the following is not part of the marketing mix for services?
People
Physical Evidence
Place
Production
Market orientation is a marketing strategy that involves...
Developing products based on an organization's production capabilities
Primary research to find out about customers' wants and needs
Producing goods that are innovative to meet the needs of the market
Researching consumers' needs in order to develop new products
Which statement does not apply to a market oriented business?
Customer buying habits enable a firm to use appropriate promotional strategies
Pricing decisions consider what customers are prepared and able to pay
The products made by a market orientated business are what customers actually want or need
There is a lot of spending on product research and development
Which feature cannot be applied to market oriented busiensses?
Distribution networks make it convenient for customers to make purchases
Price is based on customers' ability and willingnesss to pay
Products are designed according to what the producer feels will sell
Research is conducted about people's needs and wants
Product oriented marketing means...
Basing all marketing decisions on the needs of customers
Producing and marketing products that the firm believes will sell
Using a firm's assets to increase the marketing budget
Using a firm's strengths such as its brand image to market existing and new products
The tangible element in the marketing of a service is known as the...
Added value
Packaging
Physical Evidence
Physical Product
Market share can be described as...
The number of suppliers in a particular market
The percentage of total sales in a market that can be attributed to a firm
The relative size of a particular market
The total sales as measured by value or volume in a market
An advantage of higher market share is that...
It can lead to market leadership
It requires economies of sale to be earned
The firm will operate more productively
There will be less competitors in the market
The marketing objectives of non-profit organizations is least likely to include...
To gain higher market share
To generate a financial surplus
To improve brand recognition
To increase sales turnover
Which of the following is least likely to feature in a marketing plan?
Marketing budgets
Marketing objectives
Product extension strategies
SWOT Analysis
Which term describes the process of distinguishing a firm's goods and services from rival products in the market?
Differentiation
First mover advantage
Product extension strategy
Promotional Mix
Which of the following is not a marketing objective?
Market leadership
Market positioning
Market segmentation
Market share
The marketing of services does not directly include...
Packaging
People
Physical Evidence
Processes
If a firm uses a segmentation strategy based on characteristics such as religion, gender and marital status, which type of segmentation is it?
Demographic
Ethnicity
Geographic
Psychographic
The collective name for all groups of customers who have the same needs and wants for a particular product is known as a...
Focus Group
Market
Market Segment
Target Group
A study of human population dynamics and trends would be used in...
Demographics
Geographics
Marketing
Psychographics
The perception of a product or brand in relation to other products or brands in the same market is known as...
Branding
Physical Evidence
Positioning
Segmentation
Which statement below cannot be applied to market segmentation?
Demographics is the most common method of segmentation
It is used for primary research only
Segmentation acknowledges the fact that customers are different
Segmentation allows a firm to fine tune its marketing mix
Which concept refers to any distinctive aspect or feature of a product that differentiates it from others available in the market?
Branding
Competitive Rivalry
Market Power
Unique Selling Point
Segmentation can bring about potential advantages except...
The ability to identify suitable advertising media
The ability to spread risks
The time involved to determine target markets
There being less waste due to focused marketing
Segmentation can be split into different categories. Which option below is not one of the methods?
Academics
Demographics
Geographic
Psychographics
Demographic segmentation can be done in all of the following ways except...
Age
Gender
Lifestyle
Religion
The strategy that involves changing the perception of a product or brand relative to those offered by rival firms is known as...
Market Mapping
Perception Mapping
Positioning
Repositioning
A product's location on a position map is determined by
Competitors
Consumers
Producers
Suppliers
Which option best describes sales forecasting?
A decision making tool used to calculate sales data
A management tool used to extrapolate trends in certain variables
A qualitative management decision making tool
A statistical tool used to predict a firm's sales level based on historical data
Benefits of sales forecasting do not include the direct ability to...
Improve productive efficiency
Improve stock control
Improve the management of a firm's cash flow
Increase market share
Time related sales data is not feasible during which stage of a product's life cycle?
Decline
Growth
Launch
Maturity
Which of the following products is least likely to face seasonal fluctuations in demand?
Banking services
IB examiners and moderators
School bus services
Umbrellas and raincoats
Which of the following is not a limitation of sales forecasting?
Forecasts are rarely perfect
Forecasts become less accurate the longer the time period under consideration
The data makes it difficult to extrapolate sales trends
They are more accurate for predicting sales of single items rather than for a group of items
Which of the following is not an example of time related data?
Budgetary variations
Cyclical fluctuations
Random variations
Seasonal variations
Which of the following is most likely to be a form of quantitative sales forecasting?
Consumer panels
Consumer surveys
Focus groups
Historical benchmarking data
The fundamental difference between seasonal variations and cyclical variations is...
The assumptions behind the variations in sales revenues
The duration of the repeating pattern of variations in sales revenues
The magnitude of the variations in sales revenues
The time of year that the variations in sales revenues occur
Which term refers to predictable fluctuations that are repeated on a regular basis in relation to the value of sales?
Cyclical
Irregular
Random
Seasonal
Which term refers to variations in sales revenues that are irregular or erratic due to unexpected forces?
Cyclical
Irregular
Random
Seasonal
What is the name given to the process of gathering, recording and analyzing data related to a good or service in order to make more informed marketing decisions?
Marketing development
Market research
Marketing planning
Market segmentation
Which of the following is not a potential problem associated with primary research data?
Costs
Focus
Researcher bias
Sample size
Primary data is _____ research that collects _____ data for a specific purpose.
desk, existing
desk, new
field, existing
field, new
Primary research is about...
Collecting new data for a specific purpose
Data that has not been processed by a firm
Using experiments and observations to find out about what customers want or need
Using questionaires to collect quantitative data
Why might a business carry out primary research?
To discover their customers' needs and wants
To gain more market share
To gather data required that does not already exist
To produce better goods or services for the customers
Which is an example of primary research?
Customer suggestions and feedback
Economic forecasts for the next 12 months
Information from media articles
Newly published government reports
Primary data has an advantage over secondary data because...
It is normally less time consuming to gather
It is unique to the purpose of the research
It saves time on data analysis
The data already exists so it is cheaper to gather
Primary data can be gathered from the use of...
Customer reviews
Government statistics
Group interviews
Internet websites
Primary data can be best gathered by...
Government publications
Observations and surveillance
Quantitative research
Trade research and development
Which of the following is unlikely to be a drawback of primary research?
Findings come from unrepresentative samples
Inappropriate questions may be asked
Primary research may lack specific focus
Respondents may exaggerate their views
Primary research can be obtained by several methods except...
Academic publications
Focus groups
Observations
Photographic evidence
Secondary data can be gathered from the use of...
Focus groups
Observations
Social trends
Suggestion boxes
Which statement below does not apply to secondary research?
Data are often provided by specialist market research firms
It includes the latest findings from industry surveys
It includes the use of survey and interview findings conducted by the firm
It uses existing data and information for market research purposes
Which of the following is not a source of secondary data?
Company annual reports
Government publications
Observations
Reference books
The difference between quantitative and qualitative market research is that...
Only the former method can be statisically analyzed
The former method uses a large sample size
The former relies on primary research while the latter relies on secondary research
The latter method relies on a much larger number of respondents to get a statistically valid set of answers
Market research that gathers the opinions, ideas, views and thoughts of consumers in a non-statistical manner is known as ...
Desk research
Field research
Qualitative research
Quantitative research
Research carried out via in-depth interviews in order to determine the reasons behind consumers' attitudes and opinions is best described as...
Market research
Qualitative research
Quantitative research
Secondary research
Market research that gathers statistical data is known as...
Desk research
Field research
Qualitative research
Quantitative research
The main purpose of a researcher using qualitative market research is to
Communicate statistical analysis of factual findings
Formulate organizational decision making
Gather the views of a small group of people before the mass launch of a product
Understand the behavior, attitudes and perceptions of a selected sample
Which statement below cannot be applied to quantitative market research?
Deals with questions such as "how much", "how many" and "how often"?
Is based on numerical data and information
Is based only on using primary research techniques
Uses hard data and facts to aid statistical analysis
What is the term given to a representative group of the population being used for market research?
Demographic group
Market
Sample
Segment
Sampling is used in market research because...
A sample can be used to increase the confidence level of statistical findings
A sample's views are used to represent the population's views
It can be easier to identify trends from the sample findings
It is cheaper and quicker to use a sample than to survey the whole market
The sampling method used to interview a given number of respondents with given characteristics such as age and gender is known as...
Convenience
Quota
Random
Stratified
Which sampling method gives each number of the public an equal chance of being selected as part of a sample?
Convenience
Quota
Random
Stratified
Which method of sampling is based on the ease of access to research respondents?
Convenience
Quota
Random
Stratified
Which of the following is not a feature of quota sampling?
Choosing a specific number of people in a market segment
It is relatively cheap to select the sample
Likely to be very representative of the population
Samples are collected on a non-random basis
Which of the following is not a source of sampling error?
A small sample size being selected
Dishonesty of respondents
Errors made in recording data
Researcher bias
Sampling errors are likely to occur if...
A representative sample is selected
Random sampling is used
The sample size is significantly large
There are sampling discrepancies
