NDEMS

Principles of marketing IA questions.

1. On the internet it is possible to purchase Denim Jeans manufactured to perfectly fit specialized
group of luxury customer. This practice is know as…………
a. Micromarketing b. mass marketing c. none of the above d. Differentiated marketing d.
Niche marketing
2. The twofold goal of marketing is to keep and grow current customers and to ……
a. Keep ang grow current customers by delivering vast product assortment. B. attract new
customers by promising superior value. C. all of the above d. keep and grow current
customers by delivering friendly service.
3. …….. and ……. Are two dimensions of product quality. A. Style; value b. Style; features c.
style; design d. level; consistency
4. The societal marketing concept considers whether the marketing concept overlooks conflict
between consumer……and consumer…..
a. Needs; wants b. short-run demands; long-term welfare c. short run welfare; long-term
demands d. short-run want demands; long-term needs. E. short run wants; long term welfare
f. long-run demand; long term wants
5. What is not one way that a social class is NOT measured? A. occupation b. Income c.
Education d. Number of children
6. An alternative for market segmentation is called……….. Mass marketing
a. product differentiation b. niche marketing c. product positioning d. product classification
7. The most basic concept underlying marketing is that of ……. A. Human needs b. profit c.
service d. product.
8. The purpose of idea generation is to create a large number of ideas. The purpose of the
succeeding stage is………that number. A. Idea generation b. Idea screening c. concept testing
d. Test marketing e. concept development
9. Customer satisfaction depends on the product’s perceived value relative to the buyer’s ……
a. Cost of obtaining the product b. expectations c. cost of marketing products d. cost of the
lost experience e. all the above
10. Creating word-of- mouth campaigns by cultivating opinion leaders and getting them to spread
information about a product or service to others in their communities is know as……
a. Opinion marketing b. Buzz marketing B. Marketing planning C. advertising d. social
media marketing
11. Product mix…….. refers to the number of different lines the company carries. A. Height b.
Line extension c. perimeter d. length e. width
12. A company’s macro environment consists of all the following except. A. demographic forces b.
competitive forces c. economic forces d. None of the above
13. Wyne-n-dyne’s Donuts has identified the parts of the market it can serve best and most profitably.
It is practicing ………
a. Market segmentation b. mass marking c. targeted marketing d. undifferentiated d.
concentrated marketing
14. Dube Collections by attempting to increase sales during the maturity stage of the PLC by
changing one or more marketing mix elements was engaging in……..
a. Modifying the marketing mix b. increasing promotion budget c. improving advertising d.
changing promotion e. altering publicity
15. The introduction stage in the PLC is a time of high costs for the firm in all of the the following
areas except. A. production development b. distribution c. promotion d. information
advertising e. reminder advertising
16. “ I “ love Ghana “ is an example of…….. a. deceptive marketing b. place advertising c. person
marketing d. image marketing e. corporate image advertising
17. POYOYO communications is concerned about test marketing and the possible related problems.
Such problems might include all of the following except…….
a. C & D b. it can take much time to test market c. people who are surveyed tend to tell less
than the truth d. test marketing cost can be high e. it allows time for competition to spy
and gain advantages
18. Most firms practice the selling concept when they face………..
A. Fierce competition d. marketing myopia c. a recession d. sales of unsought goods.
E. a crisis F. Overcapacity
19. Rarely do marketers attempt to be all things to all customers. Rather, they want to serve selected
customers that they can serve ……….
a. Profitably b. with superior customer service c. efficiently d. well and profitably e. well
20. Positioning refers to …….. a. place of the product on the shelves b. the product’s salient
characteristics c. the way the product is placed on the minds of consumers relative to other
product d. production life cycle
21. The fact that services are sold, produced and consumed at the same time refers to which of the
following characteristics? A. perishability b. variability c. intangibility d. inseparability
22. Social class, lifestyle and personality characteristics are three components of
a. Behavioral b. Psychographic c. geographic d. demographic
23. All the following are the importance of marketing EXCEPT?
a. It helps to determine wants and needs b. it helps to promote products c. it helps to design
products d. it helps to muddle more customers
24. ……..means that services cannot be seen, tested, felt, heard or smelled before they are consumed.
A. service intangibility b. service inseparability c. service variability d. service perishability
25. A …….is any activity or benefit offered for sale that is essentially intangible and does not result
in the ownership of anything. A. product b. demand c. service d. basic staple
26. This common and popular form of segmentation as long been used in clothing, cosmetics,
toiletries and magazines. A. age and life style b. psychographic c. Geographic E. Gender
27. The ……variables are the best starting point for building market segments and programs, because
they relate to what people ………..
a. Demographics b. geographic c. behavioral; want d. psychographic
28. You manufacture and market pesticide and fertilizers. Which of the following natural
environment trends mentioned in your text book should you be concerned about? A. increased
acid rain b. increased pollution c. increased government intervention D. all the above e.
shortage of raw materials
29. Consumer products with unique brand identification for which for which buyers are willingly to
make a special purchase effort is called…….product. a. shopping b. unsought c. Specialty d.
convenience.
30. The process of identifying, anticipating and satisfying customer needs profitably is
a. Management b. market research c. marketing d. market soring
31. The first step in the new-product development process is ……….
a. Concept marketing b. concept development c. idea generation d. test marketing e. idea
screening
32. …….are a state of felt deprivation of some basic necessities of life?
a. Expectations b. wants c. demand d. needs
33. The set of benefits a company promises to customers is called
a. Value demand b. value analysis c. customer delight d. value proposition
34. The societal marketing concept seeks to establish a balance between consumer short-run needs
and society’s a. health b. short turn costs and profit c. short run ethics d. value proposition
d. long run welfare rest.
35. As a new assistance marketing manager trainee, you learn in an orientation meeting that…..are
the form human needs take as they are shaped by culture and individual personality?
a. Demands b. desires c. marketing d. self-concepts e. wants
36. Wants become demand when……
a. Needs cannot be fulfilled b. marketers understand consumer needs c. they become less
desired than needs d. they are back by buying power e. the benefits of buying them equal
the cost
37. The oldest form of segmentation localizes products and services to meet local market demands.
This approach is referred to as………segmentation. Ans. Geographical segmentation
38. The natural resources that are needed as inputs by marketers or that are affected by marketing
activities are referred to as the ……….
a. Factors of production b. endangered environment c. green movement d. natural
environment e. raw materials
39. In general, a company should enter only segments in which it can…….and……..
a. Offer lower prices; ship faster b. gain advantages over competitors c. identify behaviours;
understanding spending power d. offer superior value; ship faster e. offer superior value;
gain advantages over competitors
40. Markets can be segmented into groups of non users, ex-users, first time users and regular users of
a product. This method of segmentation is called……
a. Product frequency b. usage rate c. benefits d. user status
41. Product line………refers to the number of versions offered of each product in the line. Cowbell
comes in varieties, ranging from cowbell chocolate to cow bell mocha formulations.
a. height b. length c. width d. depth
42. The failure brought about by the attempting to “build a better mousetrap” is an often-citied
example of marketing……….a. incongruence b. Malfeasance c. failures d. myopia e.
problems
43. A detailed version of new product idea stated in meaningful consumer terms is known as…..
a. Product licence b. product idea c. product image d. product concept
44. A buyer’s decisions are influenced by personal characteristics such as all of the following except
….. a. The buyer’s occupation b. the buyer’s economic situation c. the buyer’s age d. the
buyer’s life-cycle e. the buyer’s age at retirement
45. Product may fail because……..
a. They were advertised poorly b. the market size may have been overestimated c. any of the
above d. the product’s design did not meet the customer expectations.
46. The groups within a company such as top management, finance, and R&D are called the…….
a. Climate b. internal environment c. range d. culture e. diversity
47. The set of controllable, tactical marketing tools that the firm blends together to produce its
response the needs and wants of its target market are called its………
a. Marketing portfolio b. marketing mix c. microenvironment d. marketing arsenal e.
integrated marketing options
 48. The five alternative concepts under which organizations conduct their marketing activities
include the production,……selling, marketing and societal marketing concepts.
a. Promotion b. demarketing c. pricing d. distribution e. product
49. The marketing mix includes……
a. All the above b. price c. product d. promotion e. place
b.
50. Service cannot be stored for later use. Perishability

PAST EXAMS QUESTIONS

1. One common segmentation approach divides the market according to the owners’ race, occupation,
income, and family life cycle. This segmentation approach uses..…...
a. benefits b. end-uses c. demographics d. psychographics

2. Today, marketing must be understood in terms of not just making a sale but also…….
a. satisfying customers’ needs b. understanding customers’ value
c. understanding customers’ self-images d. advertising brilliantly e. successfully remaining in the market

3. A company’s channel decisions not only impact distribution, but also directly affect every
other……..
a. channel member b. marketing decision c. customer’s choices d. employee in the channel
e. competitor’s actions

4. Companies may set prices low for all of the following reasons except……..
a. to prevent competition from entering the market b. to stabilize the market
c. to create excitement for a product d. to prepare for an easy exit from a market
e. to match a competitor

5. Patronizing fast foods is an example of…….

a. Pure tangible good b. Pure intangible good c. A mixture of the tangible and intangible
d. None of the above

6. The marketing mix tool that cannot be modified in the short run is………..
a. Product b. Price c. Place d. Promotion e. Packaging

7. 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

8. Products may fail because …….

a. the market size may have been overestimated b. the product’s design did not meet consumer
expectations c. they were priced too high d. they were advertised poorly e. any of the above

9. Press release, sponsorship and lobbying are all forms of.....

a. Public relations b. Direct marketing c. Sales promotion d. Advertising

l0. The communication tools a company uses to pursue its advertising and marketing objectives is often
referred to as the company’s……..
a. direct marketing b. integrated marketing c. promotion mix
d. competitive marketing e. target marketing

11. Companies use all of the following methods to set their advertising budget except the……
a. objective-and-task method b. expert-opinion method/ Integrated method
c. competitive-parity method d. percentage-of-sales method e. affordable method

12. Marketers must be careful to guard against……. when using age and life cycle segmentation.
a. underestimating b. stereotyping c. traditional marketing
d. cultural bias e. discrimination

13. Needs and wants are being satisfied through exchange. Which of the following is occurring…… at
this point?
a. selling b. customer service c. marketing d. transaction pricing

14. An advantage of a vertical marketing system (VMS) is that it acts as a…….. system.
a. unified b. more efficient c. modern d. customer-driven e. task-driven

15. Test marketing can be sabotaged by competition that may alter accurate results. All of the following
are ways to do this except……..
a. cut prices in test cities b. increase their promotion c. run counter ads in the media
d. buy up the product being tested e. A and B

16. The relationship between the price charged and the resulting demand level can be shown as the…….
a. demand curve b. variable cost c. target cost d. break-even pricing e. experience curve

17…….. means that services cannot be seen, tasted, felt, heard or smelled before they are consumed.
a. Service inseparability b. Service variability c. Service intangibility
d. Service perishability

18. Product line refers to the number of versions offered of each product in the line. Cowbell comes in
varieties, ranging from Cowbell chocolate to Cowbell mocha
formulations.
a. Length b. Depth c. Height d. Width

19. With regard to the natural environment, the major trend of interest to marketers is the……..
a. number of protestors against misuse b. shortages of raw materials c. increases in recycling
d. all of the above e. none of the above

20. The purpose of idea generation is to create a large number of ideas. The purpose of the succeeding
stages is to……. that number.
a. refine b. reduce c. evaluate d. expand e. none of the above

21. When most people think of marketing, they think first of the common form of paid, non-personal,
presentation or promotion of ideas, goods, or services by an identified sponsor that is called…….
a. sales promotion b. advertising c. direct marketing d. personal selling e. none of the above

22. Advertising is related to all of the following except…….

a. paid for b. non-personal c. must have an identified sponsor d. word of mouth e. C and D
23. Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and
regular users of a product. This method of segmentation is called ................
a. user status b. usage rate c. benefit d. behavior e. product frequency

24. Most firms practice the selling concept when they face…….
a. a crisis b. a recession c. fierce competition d. the sale of unsought goods e. marketing myopia

25. Consumer perceptions of the product’s value set the ……..

a. demand curve . b. floor c. ceiling d. variable cost e. image

26. Services consist all of the following dimensions EXCEPT…….

a. reliability b. assurance c. tangibility d. intangibility e. responsiveness f. empathy

26. The four aspects of services are; intangibility, inseparability, variability and perishability

27. If…… the strategy is effective, the customers will demand the product from channel members.
a. Push b. Slide c. Pull d. Grab e. None of the above

28. Marketers are aware of laws, government agencies, and pressure groups that influence or limit various
organizations and individuals in a given society. We call this the environment………
a. socio-legal b. legal-cultural c. political d. legal-technological e. economic

29. The next step, after concept testing, in the development and marketing a new product is…..
a. idea screening b. marketing strategy development c. business analysis
d. product development e. test marketing

30. After both concept and product development, the next stage is test marking

30. A company’s most expensive promotional tool is…….

a. Advertising b. Personal selling c. Sales promotion d. Direct mail e. Public relation

31. The marketing communication process should start with.

a. advertising b. public relations c. identifying the target audience d. publicity

32. After determining its advertising objectives, the company’s next step in developing an advertising
program is to……..
a. set its advertising budget b. use advertising specialty _ c. use cash refund offers d. use coupons
e. B or C

33. When using test marketing, consumer products companies usually choose one of three approaches:
standard test markets, controlled test markets, or……..
a. blind tests b. random sample test markets c. simulated test markets
d. nonstandard test markets e. multiple-city test markets

34. When the size, purchasing power, and profiles of business market segments can be
determined, they are said to possess the requirement of being……...
a. measurable b. accessible c. substantial d. actionable ·

35…….. is one of the best ways to increase share of customer.

a. Targeting new customers b. Using bait and switch c. Cross-selling d. Relationship selling
e. Partnership marketing

36. All of the following are criteria that should be used when evaluating the major alternatives
for channel members except……..
a. economic factors b. control c. adaptive criteria d. channel leadership e. none of the above

37. General pricing objectives might include all of the following except…..
a. survival b. current profit maximization c. market share leadership d. competitor actions
e. customer retention

38………. is an approach in which all the company’s people are involved in constantly improving the
products, services, and business processes.
a. Product quality b. Brand equity c. Total quality management d. Specialty product
e. Positioning

39. 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

40. During product development which group or department develops the product into a
physical product?
a. research and development b. engineering c. production d. none of the above e. A or B

41. This step in the sales process is necessary if the salesperson wants to ensure customer satisfaction and
repeat business
a. Proper approach b. Professional presentation c. Handling objections well d. Follow — up

42. In addition to message content and message structure the marketing communicator needs
a strong……… for the message. a. appeal b. method c. format d. objective e. subtitle

43. One way to measure the…….. effect of advertising is to…….. past sales and past
advertising expenditures.
a. sales; compare b. promotion; disregard c. copy; disregard d. sales; disregard e. none of the above

44. On the Internet, it is possible to purchase denim jeans manufactured to perfectly fit you. This practice
is known as…...
a. niche marketing b. micromarketing c. differentiated marketing d. mass marketing e. none of the
above

45. Wants become demands when…….

a. marketers understand consumer needs b. they are backed by buying power
c. they become less desired than needs d. the benefits from buying them equal the cost
e. needs cannot be fulfilled

46……. includes all the activities involved in selling products or services directly to final
consumers for their personal, non-business use.
a. Franchising b. Retailing c. Brokering d. Wholesaling e. Disintermediation
47. Consumers usually perceive lower-priced products as…….
a. not within reach of most people b. having low quality c. having high profit margins
d. popular brands e. being in the introductory stage of the product life cycle

48. A company’s…… consists of all the product lines and items that a particular seller offers for sale.
a. product mix b. brand line c. consumer mix d. packaging mix e. line extension

49. At some point between maturity and decline, a company or store may lift the PLC by doing
which of the following?
a. expand the product’s usefulness b. expand the product’s safety c. expand the product’s convenience
d. enhance the product’s packaging e. all of the above

50. Companies must be especially careful when selecting…… to represent their brands.
a. delivery personnel b. celebrities c. food retailers d. intermediaries

51. Marketers must understand that a society’s core beliefs and values have a high degree of…….
a. persistence b. rigidity c. similarity d. ethnocentrism e. conformity

Markets can be segmented into light, medium , and heavy users of a product. User rate

52. The marketing task necessary to make positioning effective requires that the brand’ s unique benefits
and……. must be implanted in customers’ minds.
a. uniqueness b. differentiation c. equity d. price e. image

53. According to the production concept, consumers will favour products that are and……
a. satisfying; quality focused b. high-performing; affordable c. in high demand; hard to find
d. segmented; convenient e. available; affordable

54. Wholesalers add value by performing channel functions. Which is a channel function?
a. selling and promoting b. buying and assortment building c. bulking-breaking d. all of the above
e. A and C

55. When a firm improves the quality, and increases the price of a product in reaction to a competitor
making a price reduction, the firm in essence is……..
a. moving its brand into a more competitive position b. adversely positioning its product
c. moving its brand into a higher price-value position d. wasting its time e. change its target market

56……. strategy is when a producer promotes a product to channel members who in turn promote it to
final consumers.
a. Push b. Slide c. Pull d. Grab e. None of the above

57. All of the following are ways to attempt to change a product’s position in the PLC except…..
a. modify the package b. find new users c. find new uses d. change the price e. none of the above

58. Non-personal communication channels include major media, ……. and events.
a. sales calls b. buzz marketing c. atmospheres d. word of mouth e. none of the above

59. The PLC concept can be applied by marketers as a useful framework for describing how……
a. to forecast product performance b. to develop marketing strategies
c. products and markets work d. the PLC curve will shape up e. trends fade away
60. Marketers can take ………by taking aggressive action to affect the publics and forces in their
marketing environments.
a. an environmental perspective b. a proactive stance
c. a natural perspective d. a natural management perspective e. a relationship-building perspective.

l. The study of human populations in terms of size, density, location, age, gender, race, occupation, and
other statistics is called:……
a. Demography. b. Geothermy. c. Ethnography. d. Hemos-popography.

2…….. have formal authority to select the supplier and arrange terms of purchase.
a. Buyers b. Deciders c. Gatekeepers d. lnfluencers e. Users

3. The groups within a company such as top management, finance, and R&D are called the
a. internal environment b. diversity c. culture d. climate e. range

4. Which of the following do suppliers NOT provide marketers within your firm?
a. the funding for your pay checks b. insight into trends and competitors
c. partners in creating and delivering customer value d. resources to produce products and services
e. B and D

5. Nothing happens until people buy something, and they cannot do so without access to
products. Which of the following move the product from producer to buyers?
a. physical distribution firms b. financial intermediaries
c marketing service firms d. resellers e. modified re—buyers

6. Banks, credit companies, insurance companies, and other businesses that help finance transactions or
insure against the risks associated with the buying and selling of goods and services are referred to
as…….. .
a. financial intermediaries b. physical distribution firms c. marketing service agencies
d. resellers e. wholesalers

7. God’s General clothing store sells retro-fashion items to college undergraduates in University of
Ghana, Legon. What market does the store service?
a. consumer b. reseller c. government. d. business e. marketing intermediary

8. Which type of market buys goods and services to transfer them to others who need them?
a. government b. reseller c. wholesale d. consumer e. retail

Which type of market buys goods and services for further processing or for use in the production process?
Business

9. Any group that has an actual or potential interest in, or impact on, an organization’s ability to achieve
its objectives is a within that company’s marketing environment.
a. public b. audience c. market d. team e. intermediary

10. Which type of public is a television station that carries news, features, and editorial opinions about
your area?
a. local b. media c. citizen-action d. financial e. regional
l l. A consumer organization, environmental group, or minority group has challenged your firm’s stand on
a local issue. This is an example of a .............public.
a. general b. local c. government d. citizen-action e. media

I2. Your advertising agency is currently researching the gender, education, location, age, and occupations
of your target market. What is this environment called?
a. geographic b. psychographic c. VALS d. demographic e. product—use

I3. The number of ……. households are now growing faster than the number of …….. households.
a. Non-traditional; traditional b. Large; traditional c. Non-traditional; smaller
d. Traditional; non-traditional e. Male-dominant; female—dominant

14. The environment consists of factors that affect consumer purchasing power and spending patterns.
a. economic b. political-legal c. technological d. social-cultural e. natural

I5. This group must stick close to the basics of food, clothing, and shelter and must try hard to
save.
a. working class b. lower-middle class c. middle class d. lower class e. lower-upper class

16. With regards to the natural environment, the major trend of interest to marketers is the
a. shortages of raw materials b. number of protestors against misuse c. increases in recycling
d. all of the above e. none of the above

I7. The natural resources that are needed as inputs by marketers or that are affected by marketing
activities are referred to as the….. .
a. natural environment b. raw material market c. endangered environment
d. green movement e. factors of production

I8. You manufacture and market pesticides and fertilizers. Which of the following natural environment
trends should you be concerned about?
a. shortage of raw materials b. increased pollution c. increased government Intervention d. increased
acid rain e. all of the above

19. Which of the following represents the most dramatic force shaping a marketer’s destiny?
a. partnership marketing b. natural environment c. legal-political environment
d. deregulation e. technological environment

20. New technologies create new opportunities and new…...

a. markets b. services c. products d. means of financing purchases e. both A and C

21. Marketers are aware of laws, government agencies, and pressure groups that influence or limit various
organizations and individuals in a given society. We call this the environment…...
a. legal-cultural b. socio-legal c. political/legal d. legal-technological e. economic

22. As marketing manager for Boom Bees Industries, you should be aware that legislation affecting
business around the world will continue to…..
a. exist b. increase c. remain steady d. decrease e. threaten the Ghanaian domestic economy

23. Business legislation has been created for three basic reasons: to protect companies from each other, to
protect the interests of society, and to…...
a. regulate prices b. protect consumers c. increase world trade d. regulate monopolies
e. promote social responsibility

24. A society’s institutions and other forces that shape its basic values, perceptions, preferences,
and behaviours are it’s ...,............environment.
a. social b. cultural c. socio-cultural d. cultural-economic e. natural

25. Marketers must understand that a society’s core beliefs and values have a high degree of
a. similarity b. rigidity c. persistence d. ethnocentrism e. conformity

*Sakai Question for Exams 26. People’s orientation to their society influences their attitudes toward the
market place and their consumption __.
a. habits b. needs c. patterns d. wants e. desires

Markets would do well to take heed of the fact that this group is somewhat careful about its spending but
can still afford the good life some of the times. Middle class

As a marketer of pesticides, you should be concerned about all of the following natural environment
trends mention in your text except. A. shortage of raw materials b. increased pollution c. increased
government intervention. D. government subsidies

27. Rather than feeling controlled by nature or having a need to control it, some people feel in harmony
with nature. This has led to a growth in the ................... market.
a. fuel-efficient car b. alternative medicine c. organic food d. natural fibers e. all of the above

28. Individuals are bringing their spiritual awareness to the ................. they buy.
a. styles b. products c. brands d. benefits e. all of the above

29. Marketers can take……. by taking aggressive action to affect the publics and forces in their marketing
environments.
a. an environmental management perspective b. a proactive stance
c. a natural perspective d. a natural management perspective e. a relationship-building perspective

30. The macro environment consists of larger societal forces that affect the microenvironment, such as
demographic, economic, political, and cultural forces.
a. True
b. False

31. The microenvironment consists of the factors close to the company that affect its ability to
service its customers, such as suppliers, customer markets, competitors, and publics.
a. True b. False

32. Marketers must significantly consider the special needs of traditional households because they are
now growing more rapidly than non-traditional households.
a. True b. False non-traditional is growing now than traditional

33. Marketers must increasingly consider the special needs of traditional households because
they are now growing more rapidly than non—traditional households.
a. False b. True
34. The significant trends in the natural environment include shortages of raw materials, increased
pollution, and decreased government intervention.
a. True b. False

35. The difference in the cultural environment between core values and beliefs and secondary
values and beliefs is that the former are more open to change.
a. True b. False

36. The basic concept in the field of marketing revolves around…….

a. Customer needs b. Profit c. Satisfaction d. Products and services

37. As a new assistant marketing manager trainee, you learned in an orientation meeting that
........... are the form human needs and they are shaped by culture and individual personality.
a. Wants b. Demands c. Self -concepts d. Motives P e. Marketing

38. One main difference between business markets and consumer markets is ...............
a. All below b. Nature of the buying unit c. Types of decisions d. Market structure and demand

39. A ...... is a need that is sufficiently pressing to direct the person to seek satisfaction.
a. demand b. want c. motive d. requirement

40. Customer satisfaction depends on the product’s perceived value relative to the buyer’s…….
a. Expectation b. Cost of obtaining the product c. Cost of competing products d. Income

4l. People who control access to information or to other people are known as .............
a. Gatekeepers b. Deciders c. lnfluencers d. Buyers e. lnitiators

42. Most large companies research on……..buying decisions to find out what they buy, where they buy,
how and how much they buy, when they buy, and why they buy.
a. Consumer b. Permanent c. Market d. Social e. Group

43. Which of the following is NOT a marketing stimulus considered one of the four Ps?
a. packaging b. product c. price d. promotion e. place

44. Many factors come together to develop a person’s wants and behaviour, The most significant
of these……is .
a. culture b. brand personality c. cognitive dissonance d. new product e. selective perception

45. ……. are society’s relatively permanent and ordered divisions whose members share similar values,
interests, and behaviours.
a. Social classes b. Purchase decisions c. Perceptions d. Attitudes e. Lifestyles

46. ln measuring social class in a society is less considered

a. number of children in the family b. education c. income d. occupation e. house type

47………are people within a reference group who, because of special skills, knowledge, personality, or
other characteristics, exert influence on others.
a. Opinion leaders b. Habitual buyers c. Charismatic personalities d. Perfectionists e. Wild ducks

48. A buyer’s decisions are influenced by personal characteristics such as all of the following
EXCEPT………
a. the buyer’s age at retirement b. the buyer’s age c. the buyer’s life-cycle stage d. the buyer’s
economic situation e. the buyer’s occupation

49. People change the goods and services they buy over time because of two important factors. They
are…….
a. age and life-cycle stage b. perception and personality c. belief and attitude
d. groups and learning e. family and tradition

50. Lifestyle is a person’s pattern of living as expressed in his or her…...

a. psychographics b. culture c. personality d. motive e. social class

* Sakai question 5l. A person’s…… is a need that is sufficiently pressing to direct their actions to seek
eventual satisfaction.
a. motive b. personality c. culture d. drive e. A and D

52. Maslow’s theory is that human needs are arranged in a……… from the most pressing at
the bottom to the least pressing at the top.
a. hierarchy b. culture c. perception d. social class e. complex

53. A buying behaviour where the individual purchases a high value brand and seeks a lot of information
before the purchase is made.
a. Complex b. Habitual c. Variety d. Dissonance

Low is for habitual

54. The first stage in the buying process is…….

a. Need recognition b. Evaluation of alternatives c. Search for information d. Purchase decision

55. The Last stage in the buying process is….

a. Post-purchase behaviour b. Evaluation of alternatives c. Search for information d. Purchase
decision

56. Consumer purchases are influenced by cultural, ……., personal, and psychological characteristics.
a. Social b. Cost c. Health d. Profit e. Technological

57. A person’s…….. is his/her unique set of psychological characteristics that are relatively consistent
with lasting responses to one’s own environment.
a. Personality b. self- concept c. Lifestyle d. Self- esteem e. Perception

58. The most basic concept underlying marketing is that of……..

a. Human needs b. Products c. Profits d. Services

59. People who have formal or informal power to select or approve the final suppliers are……
a. Deciders b. lnfluencers c. Gatekeepers d. Buyers e. lnitiators

60. People who often help define specifications and also provide information for evaluating alternatives
are…..
a. lnfluencers b. Gatekeepers c. Buyers d. lnitiators e. Deciders

6l. ….is when consumers are highly involved with an expensive, infrequent, or risky purchase but see
little difference among brands.
a. Dissonance-reducing buying behaviour b. Habitual c. Variety d. Complex

62. Consumer purchases are influenced strongly by the following except……

a. Height b. Social c. Personal d. Psychological characteristics e. cultural

63. Maslow’s Hierarchy of …..Needs comprises of stages

a. 5 b. 4 c. 6 d. 7

64….. is when consumers have little involvement in a product category and they simply go to the store
and reach for a brand
a. Habitual buying behaviour b. Complex c. Opinion Leader d. Dissonance. e. Impulse buying

65. Cognitive dissonance occurs in which stage of the buyer decision process model?
a. Post purchase behaviour b. Information search c. Evaluation of alternatives d. Need recognition

66. That the company that overlooks new and better ways to do things will eventually lose customers to
another company that has found a better way of serving customer needs is a major tenet of:
a. Innovative marketing b. Consumer-oriented marketing. c. Value marketing d. Sense-Of-Mission
Marketing.

67………describes changes in an individual's behaviour arising from experience.

a. Learning b. Motivation c. Perception d. Modelling

1. Which of the following is not an advertising objective?

a. to persuade b. to inform c. to remind d. All of the above are advertising objectives.

2. A……. is the set of interdependent organizations involved in the process of making a product or
service available for use or consumption by the consumer or business user.
a. Marketing / distribution channel b. dealer network c. value delivery network d. supply chain

Information, matching, financing and physical distribution are some of the key functions performed in the
marketing channel

Not a key feature of marketing channel Manufacturing

3. ……..involve(s) planning, implementing and controlling the physical flow of goods, services, and
related information from points of origin to points of consumption in order to meet consumer
requirements at a profit.
a. Value chain management b. Distribution networks c. Marketing logistics d. Outsourcing

4. __ consists of all of the activities involved in selling products or services directly to the final customer.
a. Retailing b. Reselling c. Wholesaling d. Marketing

5. Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified
sponsor is called __ .
a. advertising b. public relations c. sales promotion d. direct marketing

6. Which of the following is not a competition-based pricing?

a. Going rate pricing b. Below market pricing c. Bait / Penetration pricing d. Sealed bid pricing
7…… are goods offered either for free or at low cost as an incentive to buy a product?
a. Coupons b. Price Packs c. Premiums d. Cash refund offers

8. An advertising objective is classified by its primary purpose, which is to engage, inform, persuade, or
___
a. convince b. compete c. remind d. explain

9. A company's…… consists of its suppliers, marketing intermediaries, customers, competitors and

publics
a. Macro environment b. microenvironment c. business environment d. marketing environment

10. A company 's…… public includes its workers, managers, volunteers and board of directors .
a. employee b. citizen-action c. internal d. human resource

11. Producers of high-priced, luxury products typically use…… distribution.

a. intensive b. selective c. direct d. exclusive

Producers of Convenience products like candy, toothpaste …. Intensive

Limiting distribution ….. Exclusive

12. Which of the following is not a direct element in the communication process?
a. Noise b. Message c. Response d. Feedback e. Encoding f. Source

13. The most basic concept underlying marketing is that of ……..

a. profits b. products c. human needs d. services

14. This type of business plan involves adapting the firm to take advantage of opportunities in its
constantly changing environment.
a. annual plan b. marketing plan c. strategic plan d. long-range plan

15. Which type of advertising is heavily used when introducing a new product category?
a. persuasive advertising b. informative advertising c. reminder advertising d. none of the above

16 …… involves identifying the target audience and shaping a well-coordinated promotional program to
obtain the desired audience response.
a. Advertising b. Promotion c. Integrated marketing communication d. Direct marketing

17. Test marketing is the stage at which the product and marketing program are introduced into more
realistic settings.
a. Test marketing b. Concept development c. Idea evaluation d. Market development

18 . Social class, lifestyle and personality characteristics are three components of……..segmentation.
a. geographic b. psychographic c. demographic d. behavioral

19 . The designing and producing of the container or wrapper for a product is called __ .
a. packaging b. labeling c. manufacturing d. industrial design
20. The final step in the buying decision process is __
a. the purchase itself b. post-purchase behavior c. choosing the product d. getting the rebate

21. If a company wants to reach customers who avoid salespeople and advertisements, then it should try
using _
a. direct marketing b. personal selling c. sales promotion d. public relations

22. A company's macro environment consists of all of the following except __

a. demographic forces b. economic forces c. competitive forces d. none of the above

23. Marketers who send coupons or rebates to customers' cell phones are using _ _ __ _
a. Trade promotions b. Mobile marketing c. Premiums d. Sampling

24. …….involves dividing a market into distinct groups of buyers who have distinct needs,
characteristics, or behaviors and who might require separate products or marketing mixes.
a. Market definition b. Target marketing c. Product positioning d. Market segmentation

25. Which of the following is not a market targeting coverage strategy?

a. Unconcentrated marketing b. Differentiated marketing (Segment marketing) c. Undifferentiated
marketing (Mass marketing)
d. Concentrated marketing (Niche marketing)

26. The final step in the selling process is __

a. closing the sale b. Sales following-up c. handling objections d. all of the above

27. The first step in effective communication is to __ _

a. Determine the communication objectives b. choose a spokesperson c. identify the target audience
d. buy media space

28. Which stage of the product life cycle (PLC) is characterized by slow growth because the product has
achieved acceptance by most of its potential buyers?
a. introduction stage b. growth stage c. maturity stage d. decline stage

29. What are the two largest populations in the adoption process?
a. innovators (2.5%) and early majority b. early adopters (13.5%) and early majority c. early majority
(34%) and late majority (34%) d. innovators and laggards (16%)

30. If a company wanted to reach a geographically dispersed population, frequently, and at a low cost per
exposure, then the company should use____
a. advertising b. personal selling c. sales promotion d. public relations

31. Social class, lifestyle and personality characteristics are three components of
segmentation.
a. geographic b. psychographic c. demographic d. behavioral

32. A product in the introductory stage of the PLC should be promoted using __ to help build awareness
among the target audience.
a. advertising and public relations b. personal selling and direct marketing c. sales promotion and
advertising d. public relations and direct marketing
33. A detailed version of a new product idea stated in meaningful consumer terms is known
as|_____
a. product concept b. product idea c. product image d. product license

34. _ _ and are the two dimensions of product quality.

a. value; features b . style; design c. level; consistency d. style; value

35. Most marketers believe that buying behavior and…… provide the best basis for segmenting business
markets.
a. operating characteristics b . situational factors c. benefits sought d . personal characteristics

36. To build lasting customer relationships, firms should focus on delivering __ and……..
a. high quality products; low prices b . customer value; customer satisfaction
c. customer satisfaction; customer growth d. customer value ; high profits

37. Which of the following is not a dimension in a company's product mix?

a. width b. depth c. consistency d. length e. none of the above

38. In the communication process, the reaction of the receiver after being exposed to a
message is called the _ _ __ _
a . response b. answer c. noise d. feedback e. decoding

39. Which type of advertising is heavily used when introducing a new product category?
a. persuasive advertising b. informative advertising c. reminder advertising d. none of the above

40. A __ brings buyers and sellers together and assists in negotiations.

a. agent b. broker c. retailer d. wholesaler

41. Some companies are reversing the fixed pricing trend and using ___
a. captive pricing b. segmented pricing c. promotional pricing d. dynamic pricing e. geographic
pricing

42. Besides fragmented mass markets,……… is changing how marketing communication works today.
a. decreasing media choices b. increasing advertising costs
c. increasing use of information technology d. decreasing choices in marcomm agencies

43 . Specific media within each general media type are called _ _ _

a. media vehicles b. media forms c. media channels d. none of the above

44. Income is one component of _ __ segmentation.

a. geographic b. psychographic c. demographic d. behavioral

45. A name, term, sign, symbol or combination of these intended to identify the goods or services of one
seller or group of sellers and to differentiate them from those of competitors is a(an) ____
a. product b. position c. image d. brand

46……. tend to grow slowly, remain popular for a while, and then decline slowly.
a. Fads b. Styles c. Fashions d. Designs
47. Producers of convenience products typically use __ distribution.
a. intensive b. selective c. direct d. exclusive

48. Most retailers either seek __ markups on low volumes or…….. markups on high volumes.
a. low; high b. high; low c. moderate; high d. none of the above

49. Which of the following cannot be described using the product life cycle concept?
a. Product class b. Product form c. Product Image d. Brand e. Product style

50. The most effective and most expensive of the various forms of consumer sales promotion are……
a. Coupons b. rebates c. samples d. contests

51. ……… is the backbone of any good direct marketing campaign.

a. Customer relationship b. Customer database c. Customer intention survey d. Customer call list

52. The portion of the customer's purchasing power that a company gets in its product categories is called
its __ .
a. customer equity b. share of customer c. customer quotient d. customer lifetime value

Total combined customer lifetime values of all the company’s current and potential customers. Customer
equity.

53……. is not a special characteristic of service?

a. tangibility b. inseparability c. heterogeneity d. none of the above e. Intangibility, Variability and
Perishability

54. In the……. , sales start climbing quickly and competition often enters the market.
a. introduction stage b. growth stage c. maturity stage d. decline stage

55. The goal of the marketing logistics should be to __ .

a. get the product to the customer as quickly as possible b. increase the market share of the firm
c. provide a superior level of customer service regardless of cost
d. provide a targeted level of customer service / satisfaction at the least cost

56. The final step in the communication model involves __

a. selling the product b. collecting feedback c. filtering out noise d. buying media

57. Which of the following is not a major tool of public relations?

a. press releases b. special events c. speeches d. contests

58. Which of the following is not true about direct-mail marketing?

a. It is flexible. b. It costs less per thousand than mass media.
c. It allows for a high level of selectivity. d. The results of direct-mail marketing are easy to measure.

59. Micromarketing includes __ and __ .

a. local marketing; niche marketing b. local marketing; individual marketing
c. niche marketing; concentrated marketing d. individual marketing; concentrated marketing

60. Which method of setting the promotional budget is the most logical?
a. affordable method b. objective-and-task method c. competitive-parity method d. percentage- of-
sales method
Which of the following is not a characteristics of the Product life cycle.
Answer The maturity of a product cannot be predicted

The maturity stage is characterize by.......

Answer competitive force