Amity Global Institute Singapore

Foundation Diploma Foundations of Marketing AS2

Programme Name:

Student’s ID 20234478
Student’s Name Asilbek Yakubov
Lecturer’s Name
Module name Foundations of Marketing
Intake (Month and Year)
Date of submission
Submission deadline

FOR OFFICIAL USE ONLY:

Marker’s Comments

Marker’s Name: Initial Marks Awarded /50

Penalty on Late Submission
Final Marks Awarded /50

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Amity Global Institute Singapore
Foundation Diploma Foundations of Marketing AS2

1 A
2 D Fill in the answer in the empty cells.
3 A
4 D
5 A
6 E
7 C
8 A
9 C
10 E
11 E
12 A
13 B
14 B
15 E
16 C
17 D
18 B
19 C
20 E
21 C
22 D
23 B
24 B
25 D
26 D
27 D
28 B
29 B
30 A
31 A
32 D
33 D
34 A
35 D
36 A
37 D
38 D
39 D
40 D
41 A
42 D
43 C
44 A
45 B
46 C
47 C
48 D
49 D
50 B

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Amity Global Institute Singapore
Foundation Diploma Foundations of Marketing AS2

1) All of the following are accurate descriptions of modern marketing EXCEPT which one?
A) Marketing is the creation of value for customers.
B) Marketing is managing profitable customer relationships.
C) Selling and advertising are synonymous with marketing.
D) Marketing involves satisfying customers' needs.
E) Marketing is used by for-profit and not-for-profit organizations.
Answer:

2) ________ is defined as is the process by which companies create value for customers and build
strong customer relationships to capture value from customers in return.
A) Selling
B) Advertising
C) Bartering
D) Marketing
E) Negotiating
Answer:

3) A(n) ________ is some combination of products, services, information, or experiences offered to

consumers to satisfy a need or want.
A) market offering
B) value proposition
C) demand satisfaction
D) need proposition
E) evoked set
Answer:

4) Selecting which segments of a population of customers to serve is called ________.

A) market segmentation
B) positioning
C) customization
D) target marketing
E) managing the marketing effort
Answer:

5) Which customer question is answered by a company's value proposition?

A) "Why should I buy your brand rather than a competitor's?"
B) "How does your brand benefit society?"
C) "What are the costs and benefits of your brand?"
D) "What kind of experience will I have with products and services associated with this brand?"
E) "What are the benefits of being a loyal consumer of your brand?"
Answer:

6) According to the production concept, consumers will favor products that are ________ and
________.
A) satisfying; quality focused
B) advertised; affordable
C) in high demand; hard to find
D) segmented; convenient
E) available; affordable
Answer:

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Amity Global Institute Singapore
Foundation Diploma Foundations of Marketing AS2

7) According to the authors of your text, the ________ concept is a "sense and respond" philosophy
rather than a "make and sell" philosophy.
A) product
B) production
C) marketing
D) retailing
E) societal marketing
Answer:

8) Which of the following reflects the marketing concept philosophy?

A) "We don't have a marketing department; we have a customer department."
B) "We're in the business of making and selling superior products."
C) "We build them so you can buy them."
D) "When it's profits versus customers' needs, profits will always win out."
E) "You won't find a better deal anywhere."
Answer:

9) Which of the following has contributed to the deeper, more interactive nature of today's customer
relationships?
A) catalogues
B) billboards
C) social networks
D) traditional advertising
E) direct mailers
Answer:

10) Which of the following best explains why consumers have greater power and control in today's
marketplace?
A) The production concept and competition have lowered prices.
B) Implementation of the product concept has resulted in continually improving products.
C) Customer-driven marketing creates products and services that meet customers' future needs.
D) More companies are implementing societal marketing and weighing long-term costs and benefits.
E) Through new communication technologies, customers have more access to information and more
methods of sharing their opinions with other customers.
Answer:

11) In today's world, marketing should be done by ________ employees in an organization.

A) only marketing
B) only marketing, sales, and customer-support
C) only sales and technology
D) only management and marketing
E) all
Answer:

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Amity Global Institute Singapore
Foundation Diploma Foundations of Marketing AS2

12) The final step in the marketing process is ________.

A) capturing value from customers
B) creating customer loyalty
C) creating customer lifetime value
D) understanding the marketplace
E) designing a customer-driven marketing strategy
Answer:

13) A potentially highly profitable, short-term customer is a ________.

A) true friend
B) butterfly
C) stranger
D) barnacle
E) true believer
Answer:

14) Which of the following is currently growing at a healthy rate?

A) consumer-generated marketing
B) online consumer buying
C) mass media marketing
D) societal marketing
E) word-of-mouth marketing
Answer:

15) Kao Corp., which makes Ban deodorant, invited teenage girls to make an ad that would
encourage other girls to buy the product. This program is an example of ________.
A) societal marketing
B) the production concept
C) the selling orientation
D) partner relationship management
E) consumer-generated content
Answer:

16) When a firm develops and maintains a strategic fit between its goals and capabilities, it is
performing ________.
A) mission planning
B) values planning
C) strategic planning
D) business-portfolio planning
E) operations planning
Answer:

17) The company needs to turn its mission into detailed ___________________ for each level of
management.
A) sets of strategies
B) sets of tactics
C) product mixes
D) supporting objectives
E) sets of promotional tools
Answer:

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Amity Global Institute Singapore
Foundation Diploma Foundations of Marketing AS2

18) Business portfolio planning involves two steps: ________ and ________.
A) identifying SBUs; assessing the attractiveness of SBUs
B) analyzing the current business portfolio; shaping the future business portfolio
C) identifying internal strengths; identifying external opportunities
D) conducting a SWOT analysis; establishing marketing controls
E) identifying growth opportunities; evaluating growth opportunities
Answer:

19) The BCG growth-share matrix classifies four types of SBUs. They are ________, ________,
________, and ________.
A) product; price; promotion; placement
B) sales; market share; price; promotion
C) stars; cash cows; question marks; dogs
D) planning; implementing; leading; controlling
E) market penetration; market development; product development; diversification
Answer:

20) According to your text, which department in a company carries the primary responsibility for
achieving profitable growth?
A) accounting
B) product development
C) operations
D) human resources
E) marketing
Answer:

21) Starbucks has partnered with Lion’s Gate to coproduce movies and then market them in
Starbucks coffee houses; the company has gone into __________________.
A) marketing controls
B) market development
C) diversification
D) market penetration
E) product adaptation
Answer:

22) L’Oréal’s supplier network is crucial to its success and it treats suppliers as respected partners.
This illustrates the importance of an efficient ________.
A) business portfolio
B) low-cost operator
C) product mix
D) value delivery network
E) value chain
Answer:

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Amity Global Institute Singapore
Foundation Diploma Foundations of Marketing AS2

23) McDonald’s successfully partners with its franchisees, suppliers, and others to jointly deliver
exceptionally high _____________.
A) sales
B) customer value
C) company objectives
D) customer retention rates
E) quality
Answer:

24) The process of customer-driven marketing involves which of the following?

A) product; price; promotion; adaptation
B) market segmentation; target marketing; differentiation; market positioning
C) marketing analysis; planning; implementation; feedback
D) analysis; targeting; implementation; control
E) problem identification; information search; decision; implementation
Answer:

25) Yakult, the Japanese health drink, targets kids, teens, and adults with the same healthy
lifestyle-themed products—regular Yakult and Yakult Light. It is serving special segments or
_____________.
A) market follower
B) market challenger
C) market seeker
D) market niches
E) full market coverer
Answer:

26) The Starbucks card lets customers prepay for coffee and snacks. This effort by Starbucks
management is an example of ________.
A) market development
B) product development
C) diversification
D) market penetration
E) product adaptation
Answer:

27) When a retailer like The Cocoa Trees opens stores in Vietnam, Malaysia, India and the Maldives,
it is pursuing ________ as a growth strategy.
A) market penetration
B) product development
C) market expansion
D) market development
E) diversification
Answer:

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Amity Global Institute Singapore
Foundation Diploma Foundations of Marketing AS2

28) You are directed to study the actors close to the company that affect its ability to serve its
customers-departments within 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 demographic environment
E) the global environment
Answer:

29) Which type of organization helps companies to stock and move goods from their points of origin
to their destination?
A) financial intermediaries
B) physical distribution firms
C) marketing services agencies
D) resellers
E) suppliers
Answer:

30) Which type of market buys goods and services for further processing or for use in the production
process?
A) business
B) reseller
C) wholesale
D) consumer
E) retail
Answer:

31) Your marketing department is currently researching the size, density, location, age, and
occupations of your target market. Which environment is being researched?
A) demographic
B) psychographic
C) economic
D) geographic
E) cultural
Answer:

32) Which of the following descriptions most accurately characterizes Millennials?

A) They are children of baby boomers.
B) They are less ethnically diverse than Gen Xers.
C) They have reached their peak earning and spending years.
D) They were once labeled "the MTV generation."
E) They are less immersed in technology than Gen Xers are.
Answer:

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Amity Global Institute Singapore
Foundation Diploma Foundations of Marketing AS2

33) The ________ environment consists of factors that affect consumer purchasing power and
spending patterns.
A) social-cultural
B) political-legal
C) technological
D) economic
E) natural
Answer:

34) Business legislation has been created for three basic reasons: to protect companies from each
other, to protect the interests of society, and to ________.
A) protect consumers
B) regulate prices
C) increase world trade
D) regulate monopolies
E) promote social responsibility
Answer:

35) Many firms today use RFID technology to ________.

A) identify new target markets
B) analyze threats and opportunities in the macroenvironment
C) move toward environmental sustainability
D) track their products electronically anywhere in the world, anytime, automatically
E) track patterns of consumer online behavior
Answer:

36) Cause-related marketing is a(n) ________.

A) response to customer needs
B) primary form of environmental awareness
C) primary form of corporate giving
D) lobbying response to corporate legislative problems
E) attempt to influence consumers' core beliefs
Answer:

37) Your company is making negotiations to enter a market in Vietnam. You would most likely
discover that ________ beliefs and values are open to change in this country.
A) inherited
B) secondary
C) primary
D) core
E) traditional
Answer:

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Amity Global Institute Singapore
Foundation Diploma Foundations of Marketing AS2

38) Print, television, and Internet ads that feature university students enjoying a brand of potato chips
in between classes and during study breaks are most likely aimed at which of the following?
A) Echo Boomers
B) Baby Boomers
C) Generation X
D) Millennials
E) Retirees
Answer:

39) One reason some people don't like to buy clothing from Internet retailers is the inability to know
if the clothes will fit once they have arrived. This is an example of __________ forces of the
marketing environment.
A) economic
B) political
C) competitive
D) social
E) technological
Answer:

40) As a marketer of pesticides, which of the following should give you the LEAST amount of
concern?
A) shortages of raw materials
B) increased pollution
C) increased government intervention
D) unchanging cultural values
E) chemical pollutants in the food supply
Answer:

41) Despite the data glut that marketing managers receive, they are most likely to complain that they
lack which of the following?
A) enough information of the right kind
B) secondary information
C) timely information
D) searchable information
E) primary information
Answer:

42) Which of the following statements regarding competitive marketing intelligence is true?
A) The advantage of using competitive marketing intelligence is negligible.
B) All competitive marketing intelligence is available for free.
C) Competitive marketing intelligence relies upon privately held information.
D) Competitive marketing intelligence relies upon publicly available information.
E) Competitive marketing intelligence gathering is more focused on gaining insights into consumers'
activities than competitors' activities.
Answer:

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Amity Global Institute Singapore
Foundation Diploma Foundations of Marketing AS2

43) Which of the following is LEAST likely to be a benefit of conducting marketing research?
A) assessing market potential and market share
B) understanding customer satisfaction and purchase behavior
C) measuring the effectiveness of pricing and accounting
D) measuring the effectiveness of distribution and promotion activities
E) understanding customer motivation
Answer:

44) In marketing research, managers often start with ________ research and later follow with
________ research.
A) exploratory; descriptive or causal
B) descriptive; secondary or commercial
C) descriptive; exploratory or secondary
D) causal; descriptive or exploratory
E) causal; exploratory or secondary
Answer:

45) Nielsen and Factiva are two sources that provide ________.
A) primary data
B) secondary data
C) reality mining data
D) causal research designs
E) mechanical devices
Answer:

46) ABC Company has decided to use mail questionnaires to collect data. This method has all the
following advantages EXCEPT which one?
A) low cost per respondent
B) may encourage more honest answers
C) has an average response rate
D) no interviewer to bias respondents' answers
E) can collect large amounts of information
Answer:

47) Online focus group interviewing is a ________ research tool for gaining insights into consumer
thoughts and feelings.
A) causal
B) secondary
C) qualitatitve
D) quantitative
E) competitive
Answer:

48) Which of the following is true about customer relationship management (CRM)?
A) It relies on information produced through primary research.
B) Its aim is to maximize profit margins.
C) Its aim is to increase the efficiency of each customer touch point.
D) Its aim is to maximize customer loyalty.
E) Most companies who first implemented CRM have greatly benefited from the results.
Answer:

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Amity Global Institute Singapore
Foundation Diploma Foundations of Marketing AS2

49) Choose the statement that is NOT a typical consumer concern about intrusion on consumer
privacy.
A) Sophisticated researchers probe our deepest feelings.
B) Marketers use personal information to manipulate our buying.
C) Marketers build huge databases full of personal information.
D) Marketers make too many products and services, creating unnecessary consumer wants.
E) Protecting personal information is increasingly important.
Answer:

50) Which type of research would be best suited for identifying which demographic groups prefer
diet soft drinks and why they have this preference?
A) exploratory
B) descriptive
C) causal
D) experimental
E) secondary
Answer:

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