1.

Companies that rely on the marketing concept and that have implemented a market orientation
strategy recognized that:
Price is the most important variable for customers
Sales depend predominantly on an aggressive sales force
What the customer likes to buy is important
A company has to apply scientific management techniques to survive
Selling and marketing are essentially the same thing

2. Starbucks’ management believes that they are not merely selling coffee, they are also serving as
corporate citizens in the society. This is an example of orientation.
Selling
Marketing
Production
Societal marketing
Product

3. John is interested in a new product after watching an advertisement. This is an example of:
Customer benefit
Customer relationship
Customer satisfaction
Customer need
Exchange

4. Which of the following best explains for premium prices of Cartier jewels?
High customer perceived value to Cartier jewels
Prices of jewel may rise in future
Many customers love jewels
Cartier has no competitor
No government regulation in jewelry industry
5. In accordance with the BCG Growth-Share Matrix, what is the key difference between a Star and a
Question Mark?
A Star has a higher market growth rate
A Question Mark has a higher market growth rate
A Star has a bigger relative market share.
A Question Mark has a bigger relative market share.
A Question Mark does not need further investment.

6. In accordance with the BCG Growth-Share Matrix, when a Cash Cow ceases to be the main source
of income, which of the following is the most likely to take its place?
A Star
A Question Mark
A Dog
A Mouse
A marketing manager

7. In accordance with product / market expansion grid, which of the following is an advantage of
product development?
Little investment is necessary
Lowest risk among all options
Highest rate of return guaranteed
Can be started immediately
Capitalized on existing distribution channels

8. Shiseido sells cosmetic products. In recent years, the brand sells to target male customers. In
accordance with product / market expansion grid, what is the growth strategy?
Market penetration
Product development
Market development
Diversification
Market skimming
9. Which of the following is an example of marketing intermediaries?
A direct competitor
A loyal customer
A supplier
A retailer
A local government

10. John buys a television set to showcase company videos in his office. What customer market does
he belong?
Consumer market
Business market
Reseller market
Government market
Digital market

11. Which of the following is a demographic trend?

Many people choose to remain singles
Many people are more environmentally-conscious
Economic outlook is uncertain
Global warming is severe
Broadband internet service is common

12. Which of the following is an example of green marketing?

McDonald’s sell at competitive prices.
Samsung introduces new smartphones frequently.
Amazon.com operates on the internet.
Lush uses on natural, biodegradable ingredients.
H&M spends a big budget on advertising.
13. Government statistics is frequently valuable secondary data because
Data are not available otherwise
Data are impartial
Data are relevant to all businesses.
Data are most up-to-date.
Data are available to all firms.

14. As compared with secondary data collection, primary data collection is likely to be?
faster
cheaper
more up-to-date
easier
less accurate

15. Mail questionnaire is better than personal interview when we need

bigger flexibility on the survey
higher sampling accuracy
faster Data collection speed
higher Response rate
limited influence from interviewer

16. Quota sampling best fits with

known population size
small population
exploratory research
focus group
very limited time