The phenomenon of cognitive dissonance refers to

tension caused by the uncertainty of purchase decision

Which of the following is NOT an advantage of direct marketing

focuses on current customers only

What is market segmentation?

Dividing a market up into different customer segments

attention, interest, desire, action

Planning for how people in the market will think about your product

A purpose of a marketing oriented company is to

create and maintain profitable customers

The difference between products and services is that

services are not always the same

Which of the following is closest to the idea of the marketing concept

longer shopping hours to cater for shoppers working long hrs

a mental perception how the company wants to be perceived

An advantage of Sales Promotion is that....

Effective at achieving a quick boost to sales

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Introduction to marketing

27 termsStudBud Administration487 plays

key concepts of marketing including promotion

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Questions 27

Answers

1
The phenomenon of cognitive dissonance refers to
tension caused by the uncertainty of purchase decision
a form of human personality
a type of fish
a lack of product knowledge
2
Which of the following is NOT an example of Sales Promotion?
A competition
Loyalty points for purchase
Money-off coupon
Public Relations
3
Which part of promotion has to do with protection and defending the company during a crisis
sales promotion
personal selling
direct marketing
public relations
4
Which of the following is NOT an advantage of direct marketing
focuses on current customers only
interactive
speed
cost
5
A want supported by buying power is best described as
demand
exchange
desire
need
6
Which of the following is NOT an example of Direct Marketing?
Promotional email to existing customers
Promotional letter to members of a local club
Mailshot to prospective customers
30 sec advert on local radio
7
Which of the following is NOT part of sales promotion
coupons
discounts
crisis management
competition
8
Promotion is designed to
inform
remind
all of the above
persuade
9
The core concept of marketing is
exchange
profit
sales
advertising
10
What is market segmentation?
Dividing a market up into different employee segments
Dividing a market up into different customer segments
Dividing a market up into different managing segments
Dividing an entire market up into different product segments
11
AIDA stands for
attention, interest, desire, action
alive, interesting, desire, action
awareness, interest, desire, action
attention, international, desire, accommodation
12
What is not part of promotion mix
sales promotion
advertising
retailing
personal selling
13
Product Positioning
Planning for how people in the market will think about your product
The legal protection of words and symbols used by a company
A name, term, symbol, design or combination that identifies a product
A film of concert performances
14
Segmentation that divides the market into light, medium and heavy user group is referred to as
life cycle segmentation
behavioural segmentation
geographic segmentation
demographic segmentation
15
A purpose of a marketing oriented company is to
Boost short term sales
create and maintain profitable customers
increase sales
increase sales and attract new customers
16
The product life cycle has the following stages
idea generation, test market, release
innovation, line extension, plateau, decline
introduction, growth, decline, plateau
none of the above
17
The difference between products and services is that
products are international
services are trendier
products are cheaper
services are not always the same
18
Personal selling is ideally used for
Insurance
Bananas
Ice cream
Big Mac
19
A company that believes a quality product will sell itself is in .......stage of marketing mgt
monopolistic orientation
product orientation
sales orientation
promotion orientation
20
Demographic segmentation segments customers by
Age, gender, income
Interests
None of the above
Density
21
The technique of dividing a mixed market into several sub-markets, which each being similar is
aggregation
segmentation
marketing intelligence
stratification
22
Which of the following is closest to the idea of the marketing concept
only paying in cash allowed
longer shopping hours to cater for shoppers working long hrs
limit the number of stores
increase the level of advertising
23
What are some of the functions of public relations?
media relations
business-to-business communications
issues and crisis management
all of these
24
What is positioning?
The physical location of the business
a mental perception how the company wants to be perceived
An overall pricing strategy
Actual and potential customers
25
An advantage of Sales Promotion is that....
Sales effect may only be short-term
Customers may come to expect promotions
Effective at achieving a quick boost to sales
May damage brand image
26
Which promotional tool is considered the most expensive per contact?
Public relations
Advertising
Direct marketing
Personal selling
27
The new product failure rate is
more than 80%
less than 50%
just about 50%
60%

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