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A Economic
B Technological
C Customer
D Socioculture
2. Your marketing department is currently researching the size, density, location, age and
occupations of your target market. Which environment is being researched?
A Cultural
B Geographic
C Economic
D Demographic
5. As a marketer of pesticides, which of following should give you the least amount of
concern?
A Increased pollution
B Shortages of raw materials
C Persistence of culture values
D Increased government intervention
4. A radio station that carries news, features, and editorial opinions about your area is
which type of public?
A Local
B Media
C Government
D Citizen- action
A Cultural
B Lifestyle
C Political
D Personality
6. A market segment:
7. Segmenting the human population in term of age, gender, race, occupation, religion and
nationality is called:
A Geographic segmentation
B Demographic segmentation
C Psychological segmentation
D Psychographic segmentation
8. Which of the following is NOT included within the category of behavioural variables
segmentation?
A Religion
B Occasions
C User rates
D Attitude towards product
9. Which of the following would be the best ways to segment within the category of
psychographic segmentation?
A Education
B Generation
C Occupation
D Social Class
10. Maria always knows about the trendiest fashions. She actively shares her knowledge
with a wide group of friends and colleagues about where to shop for cutting-edge
fashions at great deals, and her advice is often followed. Maria is an example of a(n):
A innovator
B Opinion leader
C Membership group
D Experimental source
11. The place the product occupies in consumer‟s mind relative to competing product is
called:
A Market targeting
B Image psychology
C Product positioning
D Market segmentation
12. You have discovered the segments you are targeting are conceptually distinguishable
and respond differently to different marketing mix element and programs. These
segments are:
A Reachable
B Accessible
C Observable
D Differentiable
A Variable
B Perishable
C intangible
D inseparable
A Public Relations
B Kiosk marketing
C Telephone marketing
D Direct-mail marketing
16. Name the market that buys goods and services for further processing or for use in the
production process.
A. business
B. reseller
C. wholesale
D. consumer
17. Rachel Patino works for a wholesale company called Distributors Unlimited. She is
responsible for buying and selling goods at a profit to small retailers. What is her
market?
A. business
B. reseller
C. wholesale
D. consumer
18. Your marketing environment is currently researching the size, density, location, age, and
occupations of your target market. What is this environment?
A. demographic
B. psychographic
C. VALS
D. geographic
19. The _____ environment consists of factors that affect consumer purchasing power and
spending patterns.
A. social-cultural
B. political-legal
C. technological
D. economic
21. You are directed to study the factors that are close to the company that affect its ability to
serve its customer – the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics. What are you studying?
A. the macroenvironment
B. the microenvironment
C. the marketing environment
D. the global environment
22. All of the groups within a company are called the _____.
A. culture
B. diversity
C. internal environment
D. climate
23. These firms help companies to stock and move goods from their points of origin to their
destinations.
A. financial intermediaries
B. physical distribution firms
C. marketing service firms
D. resellers
24. LandPort Transportation and Omega Warehousing help distribute the goods your
company sells. The two businesses are examples of _____.
A. resellers
B. marketing services agencies
C. marketing intermediaries
D. physical distribution firms
25. Which of the following descriptions best describe the role of a supply chain?
A. The logistics of an organization‟s distribution strategy.
B. Physical distribution and payment collection.
C. The role varies based on the nature of the environment, but can include
physical ownership, payment collection, and the inclusion of after-sales
service, but never involves risk or responsibility for the product.
D. The role varies based on the nature of the environment, but can include
sourcing, production, marketing, sales, after-sales service, and the
acceptance of risk and responsibility for the product.
26. The primary concern with the boom in e-commerce and Internet marketing is _____.
A. pornography
B. ripoffs
C. privacy
D. ethics
27. A society‟s basic values, perceptions, preferences, and behaviors are found in its _____
environment.
A. social
B. cultural
C. social-cultural
D. cultural-economic
28. When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is
probably using this type of segmentation. Which type of segmentation is it?
A. Age and life cycle.
B. Gender.
C. Behavior.
D. Psychographic.
E. Geographic.
29. Kathleen O‟Toole divides buyers into groups based on their knowledge, attitudes, uses,
or responses to a product. Kathleen is obviously using _____ segmentation.
A. behavioural
B. psychographic
C. age and life cycle
D. demographic
E. geographic
30. Collaboration between producers and intermediaries are evident in the concept of
efficient consumer response. What does this concept involve?
31. The management of an effective supply chain requires the coordination of a wide range
of activities which include:
33. Which of the following transportation modes is „ best‟ regarding “ number of locations
served”?
A. Rail
B. Water
C. Truck
D. Pipeline
E. Air
34. Berry Bros. wants to ship a somewhat bulky, high valued commodity a short distance
and it is seeking low-cost and extremely fast service. Berry should use:
A. Airfrieght
B. Inland waterways
C. Trucks
D. Railroads
E. None of the above
38. This type of segmentation centers on the use of the word when, such as when
consumers get the idea to buy, when they actually make their purchase, or when they
use the purchased item. What do marketers call this?
A. Behavioral.
B. Psychographic.
C. Occasion.
D. Impulse.
E. Emergency.
40. The latest marketing report published by Current Data intrigues you. It states “The
move toward individual marketing mirrors the trend in consumer _____.”
A. self-imaging
B. self-marketing
C. customizing
D. tastes
E. self-conceptualization
41. When companies combine operationally driven mass customization with customized
marketing to empower consumers to design products and services to their own
preferences, they are practicing _____.
A. niche marketing
B. company reflections
C. customizing
D. individual marketing
E. direct marketing
42. Encouraging product trials is the most popular _____ method used on the internet.
A. Banner advertising
B. Publicity
C. Sales promotion
D. Personal selling
43. When choosing a target marketing strategy, many factors need to be considered. Which
of the following was not mentioned as important in your text?
A. Company resources.
B. Degree of product variability.
C. Product life cycle.
D. Market stability.
E. B and D
45. When competitors use undifferentiated marketing, a firm can gain an advantage by
using differentiated or _____ marketing.
A. undifferentiated
B. customized
C. concentrated
D. individual
E. mass
49. In order to make positioning effective, the brand‟s _____ and _____ must be
implanted in customers‟ minds.
A. uniqueness; benefits
B. unique benefits; differentiation
C. differentiation; equity
D. price; competitiveness
E. image; worth
50. Which of the following statements about the selection of an intermediary would be
typically TRUE in respect of distribution of fast moving consumer goods?
A. Market coverage and approach to order processing and fulfillment are important
but the depth and width of lines carried by the intermediary and whether or not
competitor lines are carried is irrelevant.
B. Market coverage, approach to order processing and fulfillment, and the depth and
width of lines carried by the intermediary are important, but it is irrelevant whether
or not competitor lines are carried.
C. Market coverage, approach to order processing and fulfillment, the depth and
width of lines carried and whether or not competitor lines are carried by the
intermediary are all important factors.
D. Market coverage, approach to order processing and fulfillment and whether or not
competitor lines are carried by the intermediary are important, but the depth and
width of lines carried are irrelevant.