Anda di halaman 1dari 7

1. Which of the following is NOT one of the major macro environments?

A Economic
B Technological
C Customer
D Socioculture

2. Your marketing department is currently researching the size, density, location, age and
occupations of your target market. Which environment is being researched?

A Cultural
B Geographic
C Economic
D Demographic

5. As a marketer of pesticides, which of following should give you the least amount of
concern?

A Increased pollution
B Shortages of raw materials
C Persistence of culture values
D Increased government intervention

4. A radio station that carries news, features, and editorial opinions about your area is
which type of public?

A Local
B Media
C Government
D Citizen- action

5. __________ is the most basic cause of a person‟s wants and behaviours.

A Cultural
B Lifestyle
C Political
D Personality
6. A market segment:

A Cannot be profitably served by an organisation


B Will be respond to a marketing mix in similar way
C Is best served with a “one size fits all” approach.
D Contains consumers who are different from one
another

7. Segmenting the human population in term of age, gender, race, occupation, religion and
nationality is called:

A Geographic segmentation
B Demographic segmentation
C Psychological segmentation
D Psychographic segmentation

8. Which of the following is NOT included within the category of behavioural variables
segmentation?

A Religion
B Occasions
C User rates
D Attitude towards product
9. Which of the following would be the best ways to segment within the category of
psychographic segmentation?

A Education
B Generation
C Occupation
D Social Class

10. Maria always knows about the trendiest fashions. She actively shares her knowledge
with a wide group of friends and colleagues about where to shop for cutting-edge
fashions at great deals, and her advice is often followed. Maria is an example of a(n):

A innovator
B Opinion leader
C Membership group
D Experimental source

11. The place the product occupies in consumer‟s mind relative to competing product is
called:

A Market targeting
B Image psychology
C Product positioning
D Market segmentation

12. You have discovered the segments you are targeting are conceptually distinguishable
and respond differently to different marketing mix element and programs. These
segments are:

A Reachable
B Accessible
C Observable
D Differentiable

13. Which question addresses a product‟s core benefit?

A What is the buyer really buying?


B How much does the product‟s core benefits?
C What after-sales services are desired by the
buyer?
D What is the different about this product
compared to the competition?
14. Service cannot be seen, tasted, felt, heard or smelled before they are bought. This
means that the services are:

A Variable
B Perishable
C intangible
D inseparable

15. Which of the following is NOT a form of direct marketing?

A Public Relations
B Kiosk marketing
C Telephone marketing
D Direct-mail marketing
16. Name the market that buys goods and services for further processing or for use in the
production process.
A. business
B. reseller
C. wholesale
D. consumer

17. Rachel Patino works for a wholesale company called Distributors Unlimited. She is
responsible for buying and selling goods at a profit to small retailers. What is her
market?
A. business
B. reseller
C. wholesale
D. consumer

18. Your marketing environment is currently researching the size, density, location, age, and
occupations of your target market. What is this environment?
A. demographic
B. psychographic
C. VALS
D. geographic

19. The _____ environment consists of factors that affect consumer purchasing power and
spending patterns.
A. social-cultural
B. political-legal
C. technological
D. economic

20. New technologies create new opportunities and new _____.


A. products
B. services
C. markets
D. means of financing purchases

21. You are directed to study the factors that are close to the company that affect its ability to
serve its customer – the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics. What are you studying?

A. the macroenvironment
B. the microenvironment
C. the marketing environment
D. the global environment

22. All of the groups within a company are called the _____.
A. culture
B. diversity
C. internal environment
D. climate

23. These firms help companies to stock and move goods from their points of origin to their
destinations.

A. financial intermediaries
B. physical distribution firms
C. marketing service firms
D. resellers

24. LandPort Transportation and Omega Warehousing help distribute the goods your
company sells. The two businesses are examples of _____.
A. resellers
B. marketing services agencies
C. marketing intermediaries
D. physical distribution firms

25. Which of the following descriptions best describe the role of a supply chain?
A. The logistics of an organization‟s distribution strategy.
B. Physical distribution and payment collection.
C. The role varies based on the nature of the environment, but can include
physical ownership, payment collection, and the inclusion of after-sales
service, but never involves risk or responsibility for the product.
D. The role varies based on the nature of the environment, but can include
sourcing, production, marketing, sales, after-sales service, and the
acceptance of risk and responsibility for the product.

26. The primary concern with the boom in e-commerce and Internet marketing is _____.
A. pornography
B. ripoffs
C. privacy
D. ethics

27. A society‟s basic values, perceptions, preferences, and behaviors are found in its _____
environment.
A. social
B. cultural
C. social-cultural
D. cultural-economic

28. When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is
probably using this type of segmentation. Which type of segmentation is it?
A. Age and life cycle.
B. Gender.
C. Behavior.
D. Psychographic.
E. Geographic.

29. Kathleen O‟Toole divides buyers into groups based on their knowledge, attitudes, uses,
or responses to a product. Kathleen is obviously using _____ segmentation.

A. behavioural
B. psychographic
C. age and life cycle
D. demographic
E. geographic

30. Collaboration between producers and intermediaries are evident in the concept of
efficient consumer response. What does this concept involve?

A. Sharing information on customer complaints so that no complaints are


overlooked (e.g. manufacturing problems which are reported to the retailer).
B. Sharing customer name and address information so that promotions target
the same groups and hence reinforce marketing messages from other
member of the supply chain.
C. Planning product recall processes so that in the event of a problem all
customers are given the same information regardless of whether they speak
to the manufacturer or the intermediary.
D. Working together to respond to customers‟ purchasing patterns and thereby
ensuring that the right products are delivered to the marketplace on time.

31. The management of an effective supply chain requires the coordination of a wide range
of activities which include:

A. Inbound logistics (e.g. purchasing and material releasing, inbound


transportation, receiving, materials handling).
B. Operations (e.g. inventory control and management, demand and supply
planning, production planning).
C. Outbound logistics (e.g. warehousing and distribution, outbound
transportation).
D. All of the above.
32. When Pacific Fisheries groups its customers as countries by regions such as Asia,
Australia, or New Zealand, it is using which segmenting base?
A. Economic factors.
B. Political and legal factors.
C. Geographic location.
D. Benefits sought.
E. Demographics.

33. Which of the following transportation modes is „ best‟ regarding “ number of locations
served”?
A. Rail
B. Water
C. Truck
D. Pipeline
E. Air

34. Berry Bros. wants to ship a somewhat bulky, high valued commodity a short distance
and it is seeking low-cost and extremely fast service. Berry should use:

A. Airfrieght
B. Inland waterways
C. Trucks
D. Railroads
E. None of the above

35. Transporting cost


A. Are usually more than the value added by shipping, but the products are
shipped anyway as there is no choice
B. Do not vary much as a percentage of final prices of products, since big items
are shipped by inexpensive means and small items are shipped by more
expensive approaches.
C. Usually do not add much too final cost of products which are already valuable
relative to their size and weight.
D. Usually are not large enough to limit the target market that a marketing
manager can serve.

36. Compared to other form of transportation, airfreight may result in:

A. A lower total cost of distribution


B. Less damage in transit
C. Higher transportation rates
D. Lower packing costs
E. All the above.

37. Electronic data interchange:


A. Puts information in a standardized format.
B. Makes inventory reports are more accessible
C. Is common in domestic and international communication
D. All the above.

38. This type of segmentation centers on the use of the word when, such as when
consumers get the idea to buy, when they actually make their purchase, or when they
use the purchased item. What do marketers call this?

A. Behavioral.
B. Psychographic.
C. Occasion.
D. Impulse.
E. Emergency.

39. Under what circumstances can local marketing be quite effective?

A. When pronounced regional differences in demographics and lifestyles are


present.
B. When pronounced local differences in demographics and lifestyles are
present.
C. When pronounced regional and local differences in demographics and
lifestyles are present.
D. When regional and local differences in demographics and lifestyles are
similar.
E. Any of the above.

40. The latest marketing report published by Current Data intrigues you. It states “The
move toward individual marketing mirrors the trend in consumer _____.”

A. self-imaging
B. self-marketing
C. customizing
D. tastes
E. self-conceptualization

41. When companies combine operationally driven mass customization with customized
marketing to empower consumers to design products and services to their own
preferences, they are practicing _____.
A. niche marketing
B. company reflections
C. customizing
D. individual marketing
E. direct marketing

42. Encouraging product trials is the most popular _____ method used on the internet.

A. Banner advertising
B. Publicity
C. Sales promotion
D. Personal selling

43. When choosing a target marketing strategy, many factors need to be considered. Which
of the following was not mentioned as important in your text?

A. Company resources.
B. Degree of product variability.
C. Product life cycle.
D. Market stability.
E. B and D

44. When competitor‟s use differentiated or concentrated marketing, _____ marketing


can be suicidal.
A. differentiated
B. undifferentiated
C. concentrated
D. customized
E. localized

45. When competitors use undifferentiated marketing, a firm can gain an advantage by
using differentiated or _____ marketing.
A. undifferentiated
B. customized
C. concentrated
D. individual
E. mass

46. This group determines a product‟s position relative to competing products.


A. Manufacturers.
B. Wholesalers.
C. Retailers.
D. Consumers.
E. None of the above.
47. As a business consultant, what type of segmentation would you suggest to marketers of
automobiles, boats, financial services, and travel?
A. Age and life cycle.
B. Gender.
C. Income.
D. Behavioural.
E. Undifferentiated.

48. As a business consultant, what type of segmentation would you suggest to


marketers who cater to people of certain social classes, lifestyles, and personality
characteristics?
A. Behavioural.
B. Gender.
C. Psychographic.
D. Age and life cycle.
E. Geographic.

49. In order to make positioning effective, the brand‟s _____ and _____ must be
implanted in customers‟ minds.
A. uniqueness; benefits
B. unique benefits; differentiation
C. differentiation; equity
D. price; competitiveness
E. image; worth

50. Which of the following statements about the selection of an intermediary would be
typically TRUE in respect of distribution of fast moving consumer goods?

A. Market coverage and approach to order processing and fulfillment are important
but the depth and width of lines carried by the intermediary and whether or not
competitor lines are carried is irrelevant.
B. Market coverage, approach to order processing and fulfillment, and the depth and
width of lines carried by the intermediary are important, but it is irrelevant whether
or not competitor lines are carried.
C. Market coverage, approach to order processing and fulfillment, the depth and
width of lines carried and whether or not competitor lines are carried by the
intermediary are all important factors.
D. Market coverage, approach to order processing and fulfillment and whether or not
competitor lines are carried by the intermediary are important, but the depth and
width of lines carried are irrelevant.