Direction: Read each item carefully then choose the letter that
corresponds to your answer. Write your answers on a separate sheet
of paper.
1.The marketer believes that customers prefer products that are
inexpensive, affordable, and widely available. What approach to
marketing is he or she using?
A. Product concept C. Production concept
B. Selling concept D. Marketing concept
group?
A. Customers C.
Product
B. Markets D.
Competition
3. If a car manufacturing company is
incorporating unique styling in the automobiles,
what product level does the company focus on?
A. Generic product C. Formal product
B. Augmented Product D. None of these
her town, she is using special flour to
ensure the quality of her puto. What
specific type of goods is the
flour?
A. Convenience goods C.
Industrial goods
B. Shopping goods
D. Specialty goods
5. The term that best describes the process of
identifying, satisfying, and maintaining
customer relationships is:
A. Accounting C. Advertising
B. Marketing D. Management
6. Which marketing process is a systematic way to
link collected and analyzed marketing information
of customer insights with marketing opportunities
and solutions to marketing problems?
a. marketing mix b. marketing research
c. marketing campaign d. marketing
process
7. A camera company had a system set up to
captured their customer’s information from
company interactions. The information included
buying behaviors, communication preferences,
gender, geographic location, and age. What is
this type of collection of information called?
a. marketing research b. competitive
intelligence
c. internal data d. primary data
8. Caroline started doing her marketing research
process by identifying the problem of poor
marketing message penetration. What does
Caroline need to articulate next?
a. Research need determination
b. Problem/opportunity definition
c. Establishment of research objectives
d. Research design and determination
9. Source information previously collected from
either outside or inside an organization is known
as:
a. Primary information
b. Secondary information
c. Observational information
d. Internal information
10. Which of these count as data?
a. The number of males and females in a
group
b. The number of employees in an
organization
c. A tape recorded interview
d. All of these
11. Which of the following is TRUE?
a. Secondary data are more accurate than primary
data.
b. The researcher should attempt to gather
secondary data before initiating a search for
primary data.
c. Primary data are gathered by the researcher and
secondary data by other researchers.
d. They are all false
12. The basic rule for data collection process is:
a. Begin with primary data, then supplement if
needed with secondary data.
b. Begin with secondary data, then proceed if
necessary to collect primary data.
c. Always investigate external sources of secondary
data first.
d. Design a field experiment to collect primary data.
market into domestic users and
foreign users is an example of
a. undifferentiated
marketing
b. market segmentation
c. custom marketing
d. benefit segmentation
14.Which of the following is part of the
demographic segmentation for consumer
markets?
a. Age
b. Social grade
c. Lifestyle
d. Personality
15. Lifestyle is an example of which
type of segmentation variable?
a. psychographic
b. demographics
c. geographic
d. behaviorgraphic
16.The major segmentation variables for
consumer markets, refers to:
a. Geographic, density, psychographic, behavior
graphic
b. Gender, demographic, psychographic, lifestyle
c. Geographic, demographic, psychographic,
behavior graphic
d. None of the above
17.Geographic segmentation is about:
a. dividing consumer groups based on lifestyles
b. dividing markets based on location.
c. understanding the benefit the product has
to offer.
d. dividing consumer groups based on social
status.
18. Demography is a:
a. Study of human behavior
b. Study of consumers.
c. Study of the population.
d. Study of geographic areas
19.The three step process within marketing
segmentation includes:
a. Segmentation, differentiation and
positioning.
b. Targeting, Segmentation, and Positioning.
c. Segmentation, Targeting and Positioning.
d. Positioning, Mass Marketing and
Segmentation
20.Perceptual maps are used to:
a. aid in selling a product or service.
b. aid in positioning a product or service
c. aid in mass marketing.
d. aids in competitor analysis
21.A company’s ability to perform in more than
one way, but the competitors cannot match is
classified as
a. comparative advantage
b. competitive advantage
c. announcing advantage
d. relying advantage
22.Which of the following statements is true?
a. Segmentation, divide the total market into
smaller segments
b. Targeting, select the segment or segments to
enter c. Positioning, position the market offering in
the minds of target customers
d. All of the above
23.Strengths and Weaknesses in a business as
referred to by SWOT analysis
a. External Factor c. Poor Planning
b. Internal Factor
d. Good Management
24.An example of Opportunities or Threats
from the external environment
a. Competitors c. GDP per Capita
b. Sales d. Strength
25.Great communication skills and
analytical abilities is an example of a
type of
a. Strength c. Opportunity
b. Weakness d. Threat
26.Changes in demographics results in
shifting demand away from products,
this is classified as a(n)
a. Strength c. Opportunity
b. Weakness d. Threat
27.New competitors are entering the
market, this is an example of a(n)
a. Strength c. Opportunity
b. Weakness d. Threat
28.Trade restrictions have just been lifted,
allowing your company to expand trade
globally,
a. Political Factor c. Economic Factor
b. Social Factor d. Technological Factor
29.Emerging customer needs would be
considered a
a. Political Factor c. Economic Factor
b. Social Factor
d. Technological Factor
30.A shift in consumer taste, away
from the firm's product is
considered a
a. Political Factor c. Economic Factor
b. Social Factor
d. Technological Factor
31.Installation of new computer
software for your company is an
example of a
a. Political Factor c. Economic Factor
b. Social Factor
d. Technological Factor
