Principles of Business for CSEC®

2nd edition

Chapter 6: Marketing
The following test paper contains four multiple-choice questions, to help you prepare for
Paper 1, and one essay question, to help you prepare for Paper 2. If you decide to complete the
paper under exam conditions, you should give yourself no longer than 30 minutes to complete all
questions.

1. The type of market research that will most effectively identify customers’ thoughts and
feelings is described as:
(A) Quantitative research
(B) Data mining
(C) Qualitative research
(D) Online market research
(1 mark)

2. Creating the most effective distribution pattern for a product involves which of the following
elements of the marketing mix?
(A) Place
(B) Price
(C) Promotion
(D) Product
(1 mark)

3. In a mass market a business will often:

(A) Focus on a narrow group of consumers
(B) Target consumers who have specific needs and requirements
(C) Offer goods to a broad base of consumers using large retailers
(D) Use specialist marketing media and specialist sales outlets
(1 mark)

4. A firm decides on a pricing policy designed to undercut prices offered by rivals. This is an
example of:
(A) Penetration pricing
(B) Skimming
(C) Cost-plus pricing
(D) Competitive pricing
(1 mark)

1 Principles of Business for CSEC®, 2nd edition © Oxford University Press 2019
Chapter 6: Marketing

5. (a) Define the term “marketing”.


(2 marks)

(b) List two (2) consumer organisations.


(2 marks)

(c) Explain two (2) methods of promoting sales.


(4 marks)

2 Principles of Business for CSEC®, 2nd edition © Oxford University Press 2019
Chapter 6: Marketing

(d) Describe the “marketing mix”.


(8 marks)

(20 marks)

3 Principles of Business for CSEC®, 2nd edition © Oxford University Press 2019