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Question text From a marketing perspective change is viewed as: Select one: a. A continual threat to production levels b. Central to the survival of the firm c. An obstacle to success that should be avoided if possible d. A problem primarily only for senior management Feedback The correct answer is: Central to the survival of the firm
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Question text Which of the following is an example of habitual problem solving? Select one: a. "I knew it would look lovely in our home so I got it" b. "I bought the first one I could think of" c. "I looked at all the products and tried to think which one Mum buys" d. "I wanted to get the best possible product" Feedback

The correct answer is: "I bought the first one I could think of"
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Question text A differential advantage could be created by which of the following? Select one: a. One or several elements of the marketing mix b. A large market share c. Increased product development d. Improvement in the finance department e. Greater cost controls Feedback The correct answer is: One or several elements of the marketing mix
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Question text Which of the following statements does not adhere to a modern marketing concept? Select one: a. A set of specific goals b. An aim to meet and exceed customer needs c. An emphasis on producing the best possible product

d. A competitive approach to the market Feedback The correct answer is: An emphasis on producing the best possible product
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Question text A key strength of the 4-Ps model is that it: Select one: a. Provides a memorable and practical framework b. Incorporates long term relationship building c. Is particularly useful in assessing the role of people d. Aids innovative new product development Feedback The correct answer is: Provides a memorable and practical framework
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Question text What is the essential difference between efficiency and effectiveness? Select one: a. That the former is cost-focused while the latter is customerfocused.

b. There is no essential difference c. That the former is customer focused while the latter is costfocused. d. That companies can never really achieve both at the same time. Feedback The correct answer is: That the former is cost-focused while the latter is customer-focused.
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Question text An environmental audit examines: Select one: a. The external factors which influence a firm's competitive ability b. The relationship between the company operations and the environment c. The competitive environment of the market d. All of the above Feedback The correct answer is: The relationship between the company operations and the environment
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Question text Based on research, which of the following statements is true?

Select one: a. Marketing should be viewed as supporting the sales department of an organisation b. Marketing should be viewed as sole responsibility of the marketing department c. Marketing should be viewed not merely as a departmental function but as a guiding philosophy for the whole organization d. Marketing should be viewed as the joint responsibility of the sales and marketing departments Feedback The correct answer is: Marketing should be viewed not merely as a departmental function but as a guiding philosophy for the whole organization
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Question text The consumer movement is: Select one: a. The transit of consumers from a national to global economy b. The flow of products to a consumer c. A method for protecting consumer rights d. The distribution chain which links supplier, retailer and consumer Feedback

The correct answer is: A method for protecting consumer rights

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Question text Growth of companies such as Cafdirect is largely due to: Select one: a. The need to manufacture cheaper products b. Cheaper production methods in Third World countries c. Change in consumer markets towards ethical consumption d. The Internet giving businesses better access to global markets Feedback The correct answer is: Change in consumer markets towards ethical consumption
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Question text Organizational customers prefer accredited suppliers because: Select one: a. They are guaranteed to produce a product with a competitive price b. They maintain a government stamp of quality c. They generate reliable supply d. They employ only accredited service employees Feedback

The correct answer is: They generate reliable supply

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Question text A market segment is best described as: Select one: a. A group of similar people b. A differing group of people with the same consumption habits c. A mass market structured around particular products and services d. A group with shared characteristics which has implications for marketing Feedback The correct answer is: A group with shared characteristics which has implications for marketing
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Question text Which of the following is not an external search process? Select one: a. Asking a friend how good a product is b. Calling a shop to inquire about the price c. Recalling the last time you used a particular product

d. Reading a newspaper review of the product Feedback The correct answer is: Recalling the last time you used a particular product
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Question text What precedes the segmented market? Select one: a. The target market b. Chaos c. The disaggregated market d. Promotional mix decisions Feedback The correct answer is: The disaggregated market
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Question text Which of the following circumstances may indicate a price decrease? Select one: a. Higher value placed on product by customers b. Build objective c. Harvest objective

d. Excess demand Feedback The correct answer is: Build objective

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Question text What is meant by the term the "evoked set"? Select one: a. The evoked set is the complete list of options before the screening process b. The evoked set is the list of options compiled by a retail salesperson, during the personal sales presentation c. The evoked set is the list of options that have been disregarded in the consumer decision process d. The evoked set is a short list of options for careful evaluation Feedback The correct answer is: The evoked set is a short list of options for careful evaluation
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Question text Psychographic segmentation may involve using which of the following variables? 1) Beliefs, 2) Age,

3) Attitudes, 4) Family, 5) Opinions Select one: a. 1,2,3 b. 1,3,5 c. 2,3,4 d. 1,3,4 e. 3,4,5 Feedback The correct answer is: 1,3,5
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Question text What is the essential difference between efficiency and effectiveness Select one: a. It is difficult to achieve both at the same time b. Efficiency is customer focused and effectiveness is cost focused c. There is very little difference d. Efficiency is cost focused while effectiveness is customer focused Feedback The correct answer is: Efficiency is cost focused while effectiveness is customer focused
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Question text Which of the following is not part of the consumer decisionmaking process? Select one: a. Information search b. Analysis of proposals c. Evaluation of alternatives d. Need recognition Feedback The correct answer is: Analysis of proposals
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Question text One advantage of centralized purchasing is: Select one: a. A strengthened negotiating position b. An improvement in production methods c. Short-term reflexivity d. An increased profit consideration Feedback The correct answer is: A strengthened negotiating position
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Question text

Within marketing-orientated companies, employees who take development risks or make uncalled for innovations should be: Select one: a. Reprimanded b. Asked to undertake psychological 're-programming' c. Rewarded d. Transferred to the marketing department Feedback The correct answer is: Rewarded
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Question text Which of the following best describes the creation of customer value? Select one: a. If a product or service is cheap enough customers will value it b. A convincing salesperson can persuade a customer that anything is valuable c. Customers must perceive value in the benefits offered by a product or service d. If a new product or service is clever customers will value it Feedback The correct answer is: Customers must perceive value in the benefits offered by a product or service
Question 23 Correct

Mark 1.00 out of 1.00 Flag question

Question text Which of the following is not likely to be included in market segmentation by profile? Select one: a. Geodemographics b. Gender c. Social class d. Personality Feedback The correct answer is: Personality
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Question text What step usually follows the segmentation of the market? Select one: a. Targeting b. Disaggregation c. Development of the promotional mix d. Assess opportunities and threats Feedback The correct answer is: Targeting
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Question text Which of the following is marketings central role? Select one: a. Make more sales. b. Create great products. c. Create and keep customers. d. Acquire new customers. Feedback The correct answer is: Create and keep customers.
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Question text A reference group is best defined as: Select one: a. The social peer influence on consumer behaviour b. A number of products considered before purchase c. A help group for unstable or addictive consumers d. A series of purchases a consumer reflects on Feedback The correct answer is: The social peer influence on consumer behaviour
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Question text

In organisational marketing, meeting specific customer needs is: Select one: a. Unheard of b. Far less likely than in consumer marketing c. Far more likely than in consumer marketing d. A basic element of all organizational markets Feedback The correct answer is: Far more likely than in consumer marketing
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Question text Psychographic segments are very difficult and expensive to define and measure. Is this statement true or false? Select one: a. True b. False Feedback The correct answer is: True
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Question text Which of the following is not true of a low involvement purchase? Select one: a. The level of information processing is very limited

b. A typical example would be repeat purchase c. The consumer conducts a reasoned evaluation of alternatives d. The consumer often exhibits habitual behaviour Feedback The correct answer is: The consumer conducts a reasoned evaluation of alternatives
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Question text The marketing philosophy should be which of the following? Select one: a. A sole philosophy of the marketing department b. A philosophy of the whole organisation c. A sole philosophy of the sales and marketing departments d. A philosophy of the finance department e. A philosophy of the HRM department Feedback The correct answer is: A philosophy of the whole organisation
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Question text What follows purchase in the consumer decision-making process? Select one: a. Satisfaction

b. Evaluation of alternatives c. Financial exchange d. Evaluation of decision Feedback The correct answer is: Evaluation of decision
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Question text The structure of the DMU is: Select one: a. Highly structured and formal throughout the world of business b. A secret known only to senior management c. Complex and continually changing d. Essentially made up from users and deciders Feedback The correct answer is: Complex and continually changing
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Question text Materialism is: Select one: a. Promotion of a consumer's interest b. An intense or excessive desire for wealth

c. Approach to manufacturing style used in the fashion trade d. An over emphasis on material possession Feedback The correct answer is: An over emphasis on material possession
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Question text Differentiation of a retail store provides: Select one: a. A reason to shop at one store rather than another b. Price variances among stores in different geographical locations c. Companies an opportunity to utilise a different marketing channel d. Different store atmospheres and layouts Feedback The correct answer is: A reason to shop at one store rather than another
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Question text If a market is segmented by usage variables, which of the following segments is likely to receive most of the marketing attention?

Select one: a. Heavy users b. Non-users c. Light users d. All of the above Feedback The correct answer is: Heavy users
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Question text Marketing oriented companies attempt to achieve which of the following? Select one: a. The ability to attract and retain customers b. The ability to attract new customers c. The ability to reduce costs d. The ability to make greater profits Feedback The correct answer is: The ability to attract and retain customers
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Question text Which of the following examples illustrates the process of reciprocal buying?

Select one: a. "We hadn't purchased anything from them before; we were impressed" b. "They'd purchased from us 30 years ago so it was nice to go back and buy from them" c. "We had liked the product so much we went back and purchased more" d. "We had agreed to buy their stuff - if it was good and they purchased ours" Feedback The correct answer is: "We had agreed to buy their stuff - if it was good and they purchased ours"
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Question text Which of the following is not a macro environmental force? Select one: a. Social b. Legal c. Competitors d. Economic Feedback The correct answer is: Competitors
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Question text Which of the following organizations would be considered as part of the 'place' aspect of the 4-Ps? Select one: a. Insurance agent b. Wholesaler c. Advertising agency d. Research and design department Feedback The correct answer is: Wholesaler
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Question text People who may allow or prevent access to a key DMU member are referred to as which of the following? Select one: a. Controllers b. Influencers c. Power Holders d. Gatekeepers Feedback The correct answer is: Gatekeepers
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