Reference no: EM133178561
1. Why do people shop (retail)?
a. to buy things they need
b. for social reasons
c. for psychological reasons
d. all of the above
e. none of the above
2. The marketing mix is:
a. a set of marketing tools.
b. low cost, differentiation, niche, focus.
c. customer driven.
d. cost, competition, customer.
e. branding, lifestyle, customer service.
3.The plan a company makes to be successful is called the:
a. tactics
b. vision
c. business model
d. business plan
e. strategy
4. The following are all market intermediaries except:
a. resellers
b. physical distribution firms
c. competitors
d. marketing service agencies
e. financial organizations
5. The strategy of making sales to new customers without changing the product is called:
a. diversification
b. market penetration
c. market development
d. product development
e. skimming
6. Other than asking them, the traditional way to know what a customer wants is to:
a. use data bases
b. use surveys and focus groups
c. use mystery shoppers
d. ask the front line staff
e. regularly check inventory to see what's moving
7. A consumer behaviour approach to marketing makes use of the following "domain" of learning:
a. cognitive
b. affective
c. psychomotor
d. perceived attributes
e. social class
8. The best way to reduce buyer dissonance is for the marketer to:
a. offer a money back guarantee
b. disparage the competitors products
c. send them to the competition
d. create buzz ("talk up") about the product
e. follow up with the customer to make them feel good
9. In a commercial buying process, the staff who approve the final supplier(s) are called:
a. users
b. influencers
c. buyers
d. deciders
e. gatekeeps
10. The basic steps in developing a marketing strategy are:
a. price, product, place and promotion.
b. early adopters, early majority, late majority and laggards.
c. identify demographic trends and lifestyles.
d. segmentation, targeting, differentiation and positioning.
e. niche, focus, differentiation and low cost.
11. Mass promotion by the producer is the best way to promote:
a. convenience goods
b. shopping goods
c. specialty goods
d. unsought goods
e. hedonistic goods
12. The "Flower of Service Model"
a. shows the steps to take in marketing communications
b. is a way to measure service quality
c. shows benefits of value to add to a core product
d. shows how to differentiate a product
e. is a method of market segmentation
13. Put simply, a brand is
a. a promise of product/service quality.
b. whatever the customer will pay for.
c. conformance to specifications.
d. a company or product name..
e. usually cheaper than the generic product.
14. Extending a brand name or symbol (trade mark) to many seemingly unrelated products is called:
a. brand extension
b. brand dilution
c. multi-branding
d. line extension
e. re-intermediation
15. A business that is just below its break even point should:
a. cut discretionary costs then seek to increase sales.
b. initiate a sales promotion and hire more marketing staff.
c. liquidate.
d. start an advertising campaign.
e. do zero based review of its business model.
16. The rule of three in pricing (price lining) is:
a. use of an odd number of price points is preferred to an even number.
b. a type of prestige pricing.
c. the use of odd-even numbers.
d. the use of prices ending in 5,7 and 9.
e. use of three price points to facilitate purchasing intentions.
17. Companies seek to avoid price competition by:
a. a cooperative strategy
b. signalling
c. bundling
d. all of the above
e. none of the above
18. Which of the following is nota type of retail organization:
a. corporate chain
b. voluntary chain
c. retail cooperative
d. franchise organization
e. wholesalers
19. The following are categories of advertising objectives except:
a. direct advertising
b. comparative advertising
c. informative advertising
d. persuasive advertising
e. reminder advertising
20. The best advertising media to use for local (say grocery specials) coverage is:
a. radio
b. digital and social media
c. newspapers
d. television
e. outdoor