ANSWER

1) Factors which operate within the firm are part of:

A) The internal enviroment
B) The external enviroment
C) Macro enviroment
D) Opportunities and Threats
2) Consumerism is part of:
A) The economic enviroment
B) The legal enviroment
C) The socio-cultural enviroment
3) What is a competitor?
A) A firm selling to the same group of customers as ourselves
B) A firm providing a similar solution to a customer’s needs
C) A firm which is trying to take business away from us
4) The first stage in decision-making is:
A) Need recognition
B) Pre-purchase evaluation
C) Search for information
5) An interrupt causes:
A) The person to give up on a purchasing activity
B) A person to suspend a purchasing activity temporarily
C) A person to continue a purchasing activity
6) The information search will be reduced if:
A) The psychosocial risk is low, but the cost of the search is high
B) The money cost of the search is high, but the consumer knows a lot about the product
C) The functional risk is high, but the consumer has little knowledge of the product.
7) Goals arise from:
A) Purchasing power
B) Knowledge of the product
C) Motivation
8) In the stage of searching for information, consumers often receive information from information
sources .... the most, but information sources ... play an important role in buying action.
A) Individual / Public
B) Commercial / Mass
C) Commercial / Personal
D) Public / Commercial
9) When marketing products in the market, geographic factors and climatic factors are most important
in terms of:
A) Residents' income is not equal
B) The needs of the population vary
C) Doesn't impact much on Marketing
D) Requires product adaptation
10) Human desire becomes required when there is:
 A) Need
B) Product
C) Procurement capacity
D) Wish
11) Customer satisfaction after using the goods depends on:
A) The price of the good is high or low
B) Consumer expectations about that product
C) Comparison between consumer value and product expectations
D) Comparison between consumer value and perfection of the product.
12) From the point of view of market marketing of the business is:
A) A collection of both buyers and sellers for a given product
B) Assemble people who have bought goods from the business
C) Gathering of real and potential buyers
D) Gather of people who will buy from the business in the future.
13) What philosophy of Marketing Management is that companies need to produce what the consumer
wants and thus satisfy the consumer and make a profit?
A) Production point of view
B) Product point of view
C) Sales point of view
D) Marketing Perspectives
14) After the data collection is complete, the next step in the Marketing research process will be:
A) Report the results obtained.
B) Information analysis
C) Find a solution to the problem that needs research.
D) Pass the data on to the Marketing Administrator for their review.
15) Secondary data is data:
A) There is second importance
B) Available from before
C) Collected after primary data
D) (b) and (c)
16) Which of the following is true?
A) Selling is about persuasion, marketing is about meeting need.
B) Selling is marketing on a one to one level
C) Selling and marketing are opposites
17) A salesperson who represents many different companies but calls on a specific group of customers is
called:
A) An agent
B) A missionary
C) A merchandiser
18) Which of the following is true?
A) Expenditure on exhibitions is higher than that on magazine advertising
B) Exhibitions are a good place to make sales
C) Exhibitions are not very effective as public relations exercises
19) Which of the following is true of sales promotions?
 A) They produce a permanent shift in purchase intentions
B) They lock out competitors from shelf space
C) They do not link well to other promotional tools
20) Monitoring what is happening at the interface between the firm and its stakeholders is called:
A) Boundary scanning
B) Environmental scanning
C) Public relations
21) Which of the following is true?
A) Corporate reputation affects all stakeholders equally
B) All stakeholders have the same general attitude towards a corporation
C) Stakeholders frequently view a company’s reputation differently from each other
22) Which of these is a direct benefit of good PR?
A) An increase in sales
B) An increase in share value
C) An increase in profits
23) What is the main advantage of a press release?
A) You can say anything you want in it
B) People will tend to read it
C) It encourages people to buy the products.
24) The view that all marketing is about services is called:
A) Service-dominant logic
B) Services marketing
C) Non-product marketing
25) Which of the following is true?
A) Services carry a high purchase price risk, but a low consequential loss risk.
B) Services carry a low purchase price risk, but a high consequential loss risk.
C) Services carry a high risk both of purchase price and consequences
26) Which of the following is true?
A) Involvement tends to be higher in service industries
B) Involvement tends to be lower in service industries
C) Service industries and physical product industries are about the same as regards involvement.
27) Regarding their level of contact with customers, staff can be divided into:
A) Contactors, modifiers, influencers and isolateds
B) Contactors, salespeople, influencers and modifiers
C) Modifiers, influencers, telephoners, and isolateds.
28) Which of the following is a call to action?
A) A telesales call
B) A request for followers to “Like” something
C) A viral advert
29) What is conversational index?
A) The ratio of comments to blog posts
B) The number of hits on a social media site
C) The number of times a message is forwarded
30) Which of the following is NOT true?
 A) SMS marketing is cost-effective
B) SMS marketing is easy to target
C) SMS marketing is inflexible
31) The macro marketing environment is represented by the following factors, except:
A) Population
B) Income of residents.
C) Competitive advantage.
D) Indicators of consumption.
32) Which of the following audiences is an example of a Marketing intermediary?
A) Competitors.
B) General public.
C) Suppliers.
D) Transportation companies, cars.
33) The marketing environment of a business can be defined as:
A) A set of controllable factors.
B) A set of uncontrollable factors.
C) A set of factors outside the business.
D) A set of controllable and uncontrollable factors.
34) When analyzing the environment within the business, the analyst will see:
A) Opportunities and risks for businesses.
B) The strengths and weaknesses of the business
C) Opportunities and weaknesses of the business
D) The strengths and risks of the business
E) All strengths, weaknesses, opportunities, threats.
35) Among the following factors, which factors are not within the scope of the demographic
environment:
A) Population size and growth rate.
B) Age structure in the population.
C) Structure of the economic sector.
D) Change in household size.
36) A customer had intended to buy motorcycle A but received information from a friend that the
company's maintenance service is not very good. The above information is:
A) One kind of noise in the message
B) One factor hindering a buying decision.
C) One factor to consider before using
D) Secondary information.
37) Customer loyalty is a concrete example of criteria ……. to segment the market:
A) Geography
B) Society
C) Mentality
D) Behavior
38) According to the segmentation concept, “A segment is a group of… .. that reacts equally to a set of
marketing stimuli”.
A) Market
 B) Customer
C) Firm
D) Consumers
39) A small-scale enterprise with low capacity and trading a new product on a heterogeneous market
should choose:
A) Differentiated Marketing Strategy
B) Undifferentiated marketing strategy.
C) Marketing strategy is focused
D) Product development strategy.
40) If in a market where the product uniformity is very high, the enterprise should adopt the strategy:
A) Undifferentiated marketing strategy.
B) Differentiated marketing
C) Marketing is focused.
D) Any strategy will do.
41) The part of a recognizable but unreadable product label is:
A) Trademark markings
B) Brand name
C) Signed up
D) License
42) The correct order of the life cycle stages of the product is:
A) Growth, Saturation, Deployment, Depression
B) Deployment, Saturation, Growth, Depression
C) Growth, Recession, Saturation, Deployment
D) Deployment, Growth, Saturation, Depression
43) What is the strong theory of advertising?
A) The view that advertising nudges people towards a purchase they were already considering.
B) The view that advertising is a force for persuasion.
C) The view that advertising is the most effective of the marketing communications tools
44) Which of the following is true?
A) Adverts which are zapped are less effective than those which are not.
B) Adverts which are zapped are more effective than those which are not
C) Adverts which are shown on TV are more effective than those shown in the cinema.
45) An advertisement which shows the bad consequences of an action is called:
A) A shock advertisement
B) A frightener
C) A cautionary tale
46) An advertising campaign which uses a meaningless advert, followed some weeks later by an advert
which explains the first one, is called:
A) A delay campaign
B) A teaser campaign
C) A future campaign
47) What type of wholesaler provides branding and delivery services?
A) A cash and carry
B) A bulk breaker
 C) A full-service wholesaler
48) Which of these is an example of non-store retailing?
A) Door-to-door selling
B) Catalogue showrooms
C) Discount sheds
49) How does choice of distribution channel affect competitive advantage?
A) Competition will strengthen because they use the same channels.
B) Competition can be shut out by gaining control of channels
C) Distributors cannot favour one competitor over another
50) Keeping the price the same for a long period but reducing the quantity sold is called:
A) Demand pricing
B) Customary pricing
C) Cost-plus pricing
51) Starting out with a high price for a product and then reducing the price as the product becomes
adopted by new groups is called:
A) Skimming
B) Skipping
C) Sliding
52) The process of dividing up the market into groups of people with similar needs is called:
A) Positioning
B) Targeting
C) Segmentation
53) Which of the following is an example of behavioural segmentation?
A) The benefits sought
B) The place the person has chosen to live
C) The type of job the person does
54) Positioning is concerned with:
A) Getting the product to the right place for people to buy it.
B) Getting the product in the right place in the consumer’s perceptual map.
C) Getting the product in the right place on the retailer’s shelf
55) A segment, if it is to be targeted, must be:
A) Definable, accessible, substantial, congruent and stable.
B) Definable, profitable, substantial, sizeable, and congruent.
C) Definite, open, substantial, saleable and congruent.
56) A firm which serves only one, or very few, segments is practising:
A) Undifferentiated marketing.
B) Differentiated marketing.
C) Concentrated marketing
57) The relationship between what a customer expects and what he or she gets is called:
A) Relationship marketing.
B) Quality
C) Perception
58) Qualitative data is:
A) Data which can easily be expressed in numbers.
 B) High-quality research which has been collected by someone else
C) Data which cannot usually be expressed numerically.
59) Research carried out by the firm or its agents to address a specific problem is called:
A) Secondary research
B) Primary research
C) Exploratory research.
60) A system for gathering information on a continuous basis is called:
A) A research system
B) A marketing system
C) A marketing information system