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MARK101 Revision
MARK101 Revision
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Principles of marketing - Chapters 1 - 6 revision questions#
Flashcards
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1
The process of market segmentation is strongly related to which other marketing concept?
Brand management.
ANSOFF matrix.
PEST analysis.
Product differentiation.
2
The process of collecting information about the external marketing environment is:
marketing management.
environmental scanning.
marketing research.
environmental management.
3
Which of the following is
not
one of the categories of research design?
Descriptive research
Desk research
Causal research
Exploratory research
4
The ______________is concerned with ideas of the 7Ps 'marketing mix':
societal perspective.
business-to-business perspective.
consumer goods perspective.
consumer services perspective.
5
Types of non-probability samples include:
stratified and convenience samples.
convenience and quota samples.
random and cluster samples.
cluster and convenience samples.
6
Which of the following is
not
part of the consumer proposition acquisition process?
Motive development.
Perception.
Information gathering.
Proposition evaluation.
7
The following are the main Porter's forces that determine competition in an industry,
except :
Government policies
Bargaining power of buyers
Threat of new entrants
Threat of substitutes
8
Tobacco advertising is virtually banned in many countries. This is an influence of:
ecological environment.
economic environment.
legal environment.
technological environment.
9
The term marketing refers to:
a philosophy that stresses customer value and satisfaction.
new product concepts and improvements.
planning sales campaigns.
advertising and promotion activities.
10
Marketers can control the external environment in which their organizations operate.
False
True
11
A commonly used basis for segmenting consumer markets is:
organizational size.
demographics.
price.
product type.
12
A market orientation recognizes that:
sales depend predominantly on an aggressive sales force.
selling and marketing are essentially the same thing.
price is the most important variable for customers.
market intelligence relating to customer needs is important.
13
SWOT is an acronym for:
strategy, working, opinion, tactical.
strategy, weakness, opinions, tactics.
strategy, work, openness, toughness.
strengths, weaknesses, opportunities, threats.
14
Which of the following is
not
an element of the marketing mix?
Target market
Product
Promotion
Pricing
15
The Boston Consulting Group (BCG) matrix is a product portfolio analysis tool.
False
True
16
Already existing data, collected for someone else's purposes, is known as____________:
secondary research.
descriptive research.
causal research.
primary research.
17
With respect to consumer behaviour, one's friends and relatives could be considered a/an:
impersonal influence.
perceptual influence.
reference group influence.
institutional influences.
18
The use of sales promotions to reinforce consumer behaviour is an example of operant learning.
False
True
19
The following statement by Samsung:
'Inspire the World, Create the Future'
is an example of:
a mission statement.
a marketing objective.
a vision statement.
a marketing strategy.
20
Which of the following is
not
an example of a behavioural variable in segmentation?
Product usage
Media usage.
Personality.
Purchase occasion.
