Michelle Quiz 1

1. In the world of business many companies suffer from “narrow mindedness,” by making the
mistake of focusing most of their attention to the specific benefits and experiences produced by
their products. This is described as
a. Marketing Myopia
b. Value Proposition
c. Marketing Management
d. Marketing Concept

2. Online Marketing Research has been readily embraced by most companies as it solves the
problem of identifying willing respondents/participants as well as cutting costs for travel,
accommodation and the hiring of personnel to administer the research. However the biggest
drawback to its use is

a. It's too easily accessible to external users

b. Unethical use of Technology
c. Consumer Privacy issues
d. It targets too many persons at one time

3. Resellers, Physical distribution firms, , Marketing Service Agencies and Financial institutions
all make up the Micro-environment for

a. Media Publics

b. Suppliers

c. Marketing Intermediaries

d. Company

4. Industry movers and shakers that develop new products and services in their markets after
careful analysis of geographic population shifts, educational characteristics, population diversity
and family structures are utilizing

a. Economic Environment
 b. Generational Marketing
c. Demographic trends
d. Demographic Environment

5. In the B2B market all the persons involved in the buying process who makes or influences the
decision process is referred to as the

a. Supplier Development

b. Buying Centre

c. Business Market

d. Business Executives

6. In a free market environment, the three (3) types of business buying situations you might
encounter are:

a. Straight Rebuys, Modified Rebuys, New Task

b. Demand, Inelastic Demand, Fluctuating Demand

c. Selective Attention, Selective Retention, Selective Distortion

d. Interest, Trial, Adoption

7. The Consumer buying situation that is characterized by low consumer involvement and few
significantly perceived brand differences is known as

a. Complex Buying Behaviour

b. Variety Seeking Buying Behaviour

c. Dissonance Reducing Buying Behavior

d. Habitual Buying behavior

8. Telecommunication Companies such as Flow and Digicel are looking to acquire information
about the possibility of entering 30 different countries with an international marketing campaign.
To gain market insight, which of the following are they LEAST likely to utilize?

a. Personal interviews with International Managers

b. Multinational Journals and Magazines

c. Online surveys

d. International Year End Sales Reports

9. In the Business buying process with all the complexities that is involved in making the final
decision to purchase, the person who has the authority to make the purchase is known as the

a. Gatekeeper

b. Buyer

c. User

d. Decider

10. In marketing, the practice of creating product/services for distinct consumer groups based on
their needs, characteristics and behaviours is referred to as

a. Market Segmentation

b. Diversification

c. Marketing Strategy

d. Product Development

11. L’Oreal, Revlon and Old Spice are worldwide brands that cater to the multibillion dollar
cosmetics industry. According to Maslow’s hierarchy, these brands are riding high on products
that cater to an individual’s

a. esteem needs
b. social needs
c. self-actualization needs
 d. physiological needs

12. Amazon, Uber and Jet Blue utilize ________ segmentation as a part of their business model
to set pricing and determine internal and external logistics to successfully meet the growing
needs of their customers worldwide.

a. Behavioral

b. Demographic

c. Geographic

d. Psychographic

13. Desnoes and Geddes, now owned by Heineken, has several beverage products that operate in
a high growth market, but requires a large scale promotional effort to hold their share in the
market place. According to the BCG Growth Share Matrix these products are classified as a

a. Dog
b. Cash Cow
c. Question Mark
d. Star

14. The concept in marketing that involves the study of demographic, economic, natural,
technological, political and cultural factors that might affect the organization are elements of the

a. Internal Environment

b. Marketing Mix

c. Macroenvironment

d. Microenvironment

15. In Marketing, being able to gain insight into customer motivation, determine customer
purchase behavior and measure customer satisfaction and market share are all goals that can be
achieved through

a. Internal Database
b. Market Research

c.Management Information Systems

d. Marketing Intelligence

16. All the following are steps to consider when creating a differentiation and positioning
strategy EXCEPT:

a. Identifying a set of differentiating competitive advantages on which to build a position

b. Choosing the right competitive advantage

c. Selecting an overall positioning strategy

d. Having the right team of marketing executives to execute the company’s mission

17. The prolific automakers of Lamborghini and Ferrari practice tailoring their products and
services to suit the needs and wants of specific individuals. These companies utilize the target
marketing selection strategy of

a. Undifferentiated (Mass) Marketing

b. Micromarketing (Customization)

c. Concentrated (Niche) Marketing

d. Differentiated (Segment) Marketing

18. In North America, all the major clothing and shoe companies such as Nike, Reebok and Aldo
created Outlet stores for their customers. By offering top class brands at lower prices these
companies utilized the Value Proposition strategy of

a. Less for Much Less

b. More for More

c. More for the Same

d. The Same For Less

19. Quick Service Restaurants (QSRs) such as Dominos and Pizza Hut have the ability to track
and source information about consumer traffic in-store or via the company website. These stores
gain and utilize this information for promotional activities via

a. Market Research

b. Google Analytics

c. Internal Database

d. Marketing Intelligence

20. Massy Distributors, a Trinidadian conglomerate, recently underwent major developments and
launched an initial public offering (IPO) to grow their business. However, before making any
executive decisions, management’s first step in reviewing the company’s business portfolio was
to

a. Identify the key businesses that make up the company

b. Divest the products and businesses that make up the company

c. Take advantage of attractive opportunities in the marketplace

d. Decide which product or business fit closely with the firms core philosophy
 Michelle Quiz 2

1. As a nail technician, Cheryl has always prided herself on gaining and maintaining all her
regular customers for the past five years, even though she has relocated four (4) times in
the last two years. As a service provider the secret that always keeps her customers
coming back is heavily weighted on her
a. Intangibility
b. Invariability
c. Inseparability
d. Perishability
2. Under New product Development Process the review of the sales, cost, and profit
projections for a new product to find out whether these factors satisfy the company’s
objectives is known as the
a. Idea Generation
b. Idea Screening
c. Business Analysis
d. Marketing Strategy Development

3. US Based, Kroger is a famous franchise designed to serve its customers at as a self

service, low margins, high volume operation. They fall in the category of a
a. Supermarket
b. Discount Store
c. Retailer
d. Convenience Store

4. Stanley Dwyer, a former bank executive, just opened his first store called the “Pastry
Joint” in the Springs Plaza. His store offers an array of marijuana laced pastries, edibles
and beverages to its customers and has undergone heavy promotion in its six months of
operation. Stanley however is feeling disappointed as he’s experiencing slow profit
margins despite his many efforts. His business life cycle is currently in its
a. Decline Stage
b. Maturity Stage
 c. Growth Stage
d. Introductory Stage
5. In 2019, Magna Motors Dealers Limited, the exclusive distributor of Hyundai vehicles in
Jamaica launched the new Hyundai Creta sport utility vehicle (SUV). This model comes with
luxurious fabric seating, rear a/c vents, rear camera and sensors as well as Apple car play and
android auto. These product offerings will fall under the category of the
a. Core Product
b. Augmented Product
c. Commercial Product
d. Actual Product

6. Companies who introduce a new product or service at a low price to gain notoriety and a large
market share is practicing
a. Market Skimming Pricing
b. Market Penetration Pricing
c. Captive Product Pricing
d. Product Bundle Pricing
7. In Marketing, being able to design and broadcast a comprehensive promotional message to a
specified target audience through the use of various media forms a part of an effective
a. Marketing Communication Mix
b. Marketing Plan
c. Public Relations
d. Integrated Marketing Communication
8.The pricing strategy that takes into consideration the customer’s needs, motives and
perceptions of a potential product or service is known as
a. Cost based Pricing
b. Good Value Pricing
c. Value-Based Pricing
d. Value Added Pricing
9. Conglomerates such as Proctor & Gamble and Johnson & Johnson have mastered the art of
extending an existing brand name to new or existing product categories using different colours,
sizes, ingredients or flavors. This is an example of
a. Brand Development
b. Multi-Brand Extension
c. Brand Extension
d. Line Extension
10. A set of firms that supply the raw material, components, parts, information, finances and
expertise needed to create the product or service are known as
a. Downstream Partners
b. Upstream Partners
c. Channel distributors
d. Intermediaries
11. Known for her bubbly personality and athletic accolades, Shelly-Ann Fraser-Pryce has
managed to build strong relationships with multiple brands over the years. Through these
alliances, she has managed to maintain and grow her brand and empire through the use of
a. Place Marketing
b. Person Marketing
c. Organizational Marketing
d. Social Marketing
12. Since the emergence of the Covid 19 pandemic, quick-service restaurants (QSRs) and large
retail chains were forced to create a seamless cross-channel buying experience that integrates
both in-store, online and mobile shopping. This process is known as
a. Social Media Marketing
b. Omni-Channel Retailing
c. Convenience Retail Marketing
d. Viral Marketing
13. For marketing practitioners, an effective way to measure the differential effect that a brand
name has on a customer’s response to a product or its marketing efforts is known as
a. Brand Equity
b. Brand Valuation
 c. Brand Awareness
d. Brand Perception
14. Betty Crocker Incorporated has been on the market for over 100 years. They have started a
new advertising campaign to showcase their brand new packaging as well as a new line of
cupcakes and muffins as alternatives for their famous three-step cake mix. As a mature company
they are modifying the
a. Product
b. Customer
c. Marketing Mix
d. Market
15. In Sweden, the famous “Museum of Failure” showcases product failures such as Colgate's
Frozen Lasagna and Kellogg Orange Juice flavoured Cereal. Before going into full production
and distribution, these new products would have benefitted from the process of
a. Test Marketing
b. Commercialization
c. Idea Screening
d. Product Development
16. Citizen action publics such as The National Council on Drug Abuse and the National Road
Safety Council utilize commercial marketing tools and programmes to influence individuals’
behavior to improve their well-being. This is an example of
a. Person Marketing
b. Place Marketing
c. Social Marketing
d. Organization Marketing
17. The practice of co-branding can bring about monumental success for both companies
involved. The main reason for deciding on entering such an agreement would be to
a. Allow for better customer relationships and experience greater profits
b. Increase job opportunities for employees of both companies
c. Allow companies to expand its existing brand into a market it might otherwise have difficulty
entering alone
d. Gain greater competitive advantage
Beverage giants Pespsi and Coco-Cola has managed to maintain their market share in their
respective territories and have always managed to have a healthy rivalry. Based on their
comparative tactics, their advertising campaign strategies are deemed as a type of
a.Direct Attack
b. Objective Attack
c. Indirect Attack
d. Subliminal Attack
19. Which of the 4P’s generates revenue and has a direct impact on the company’s bottom line?
a. Promotion
b. Place
c. Price
d. Product
20. Marketing Analysts dictate that Americans are exposed to a cumulative 5.3 trillion online ad
impressions each year and a daily diet of 500 million tweets, 4 billion YouTube videos, 58
million photos shared on Instagram and 4.75 billion pieces of shared content on Facebook. These
are all examples of
a. Public Relations
b. Sales Promotion
c. Attack Advertising
d. Direct Marketing

21. With extensive knowledge and experience in their respective fields, institutions such as the
Edna Manley College and the Caribbean Maritime University are all described as “Niche
Schools” for all of the following reasons EXCEPT
a. They can cater to the needs of their prospective students more effectively and efficiently
b. They can use their limited resources to cater to the needs of customers better than larger
institutions.
c. They can tailor their marketing mix specifically to target their prospective students
d. They can swallow up their larger competitors when the market goes sour or loses momentum
22. Popular companies such as Popeye’s, Burger King and Wendy's that have a contractual
association to the parent company are all examples of
a. Franchise
b. Chain stores
c. Fast food joints
d. Joint Venture
23. Samples, Coupons, Cash refunds and sweepstakes are all examples of
a. Business Promotions
b. Consumer Promotions
c. Trade Promotions
d. Network Promotions
24. The Service Industry plays a major role in the sustenance of developing economies and
employs over 60% of the labor force. Companies involved in the Business Processing
Outsourcing (BPO) industry are service firms known to orient and motivate its customer-contact
employees to provide customer satisfaction. These firms are said to be practicing
a. External Marketing
b. Internal Marketing
c. Conventional Marketing
d. Interactive Marketing
25. A Brand is a name, term, symbol, designed to perform all of the following functions
EXCEPT
a. Build Team spirit among the companies marketing executives
b. Help to position the product or service in the market place
c. Identify the products or services being offered to the target market
d. Differentiates the product or service from those of the competitors