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Q1. A Cash Cow is

(Select one answer)

(a) a product which generates a significant amount of profit for a company.

(b) a product with a high market share, and a high rate of growth.

(c) a product with a low market share and a low rate of growth.

(d) a product which generates a significant amount of money for a company.

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Q2. A product life cycle

(Select one answer)

(a) shows how a products sales or profits, depending on the units used, may rise
and fall over its life.

(b) tells you how long a product will sell for and make a profit.

(c) is divided into three stages.

(d) shows how profitable a product will be.

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Q3. When performing primary research

(Select one answer)

(a) you spend a lot of time sitting at a desk, using a computer, and researching
through old data.

(b) you are obtaining first hand data, specifically targeted at a particular marketing
problem.

(c) you are spending little money.

(d) you are researching into the farming, fishing and mining industries.

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Q4. All of the following are examples of extension strategies, except

(Select one answer)

(a) selling overseas.

(b) developing a new market for the product.

(c) finding new uses for the product.

(d) stretching the quantity available over a wider geographical region.

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Q5. The demand for a product varies with all of the following except

(Select one answer)

(a) the income of prospective customers.

(b) its price.

(c) the costs of production.

(d) The amount of successful advertising expenditure.

The stages of the product life cycle are

A Introduction, Growth, Maturity, Saturation, Decline.

B Maturity, Saturation, Introduction and Decline

:-) C Introduction, Growth, Maturity, Decline

D Maturity, Saturation, Growth, Decline

X E Beginning, Introduction, Growth, Maturity. Decline

The Marketing Mix consists of:

:-) A Product, Price, Place, Promotion

 B People, Products, Price, Place

C Process, People, Physical Evidence, Product

D Price, Promotion, Advertising, Place

E Process, Place, Physical Evidence, Product

Positioning refers to:

:-) A How consumers perceive the product.

B How competitors perceive the product.

C How products are viewed on the shelf.

D Your product compared to your competitors.

Brand names are primarily used to:

A Show consumers you own the product.

B Spice up the image of a product.

:-) C To help identify a product.

D To help consumers select a product/service.

Market segmentation refers to:

A Dividing products into distinct groups.

B Dividing competitors into distinct groups.

C Analysing consumer behaviour.

:-) D The process of dividing markets into distinct groups of buyers.

A.I.D.A is:
X A A model which analyses the environment of an organisation.

B A segmentation model.

:-) C A communication model.

D A market selection model.

X E A tool to assist in positioning a product or service

A form of primary research is:

A Data taken from Mintel.

:-) B First hand information taken from respondents.

C Information taken from a magazine.

D Information taken from a TV broadcast.

E Articles from a newspaper.

Intensive distribution is used commonly for:

A High value items.

X B Items on sale.

X C Items with short life cycles.

:-) D Low price or impulse items.

E High priced, non-impulse items.

PEST is used for:

A Customer analysis.

:-) B Environmental analysis.

 C Competitor analysis.

D Product adoption analysis.

S.W.O.T analysis is predominantly used to:

A Determine the sales of an organisation.

B Determine whether new products work or not.

:-) C Determine the capabilities of the organisation.

D Assess whether an organisation should

Differentiated target marketing is:

X A Where the organisation aims its product/service at the whole market.

X B Where the organisation concentrates its marketing effort on one particular segment.

:-) C Where the organisation decides to target several segments.

X D Where the organisation mass markets its product.

Quantitative data is the collection of:

A Data that analyses opinions and attitudes to a product.

B Data that looks at consumer habits.

C Data used for questionnaire design.

:-) D Data for numerical analysis.

Secondary Data is:

A Data collected from personal interviews.

B Data collected from suppliers.

:-) C Data collected from published materials.

D Data taken from questionnaires.

Penetration pricing is:

A Where the firm looks at competitor prices.

X B Where the firm pricing strategy is based on willingness to pay.

:-) C Where the firm charges a low price to gain sales.

X D Where the firm charges a high price to support product positioning strategies.
Marketing is predominatly about:

A Selling products/services.

:-) B Providing benefits.

X C Maximising profit.

D Increasing market share.

qualitative Data is about:

:-) A Collecting opinions and attitudes on a product/service.

B Data for numerical analysis.

C The quality of the information you collect.

D Data you collect for new product development.

The four product classification used within the BCG Matrix are:

A Introduction, Growth, Maturity and Decline.

B Cash Cow, Rabbit, Dog and Stars.

C Question mark, Dogs, Stars and Rabbits.

:-) D Dogs, Question Mark, Star, Cash Cow.

Niche marketing is about:

:-) A The firm concentrating their marketing effort on one particular segment.

B The firm concentrating their marketing effort on several segments.

C The firm concentrating their marketing effort on the mass market.

D The firm concentrating their marketing effort on particular countries.

Advertising is:

X A Personal paid form of communication.

:-) B A non personal paid form of communication.

C Using coupons to obtain discounts.

D Sending publicity material to named respondents.

the professional marketing association is called:

X A Instititute of Marketers (IOM)

X B Marketing Associates (MA)

C The Chartered Institute of Marketing (CIM)

X D Professional Employee's in Marketing (PEM)

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.

Demography is a:

X A Study of human behaviour

X B Study of consumers.

C Study of the population.

X D Study of geographic areas.

Lifestyle segmentation is about:

Understanding how people live and developing products/services that match that
:-) A
way of life.

B Dividing the market into distinct groups of buyers.

X C Understanding what consumers like or dislike about their life.

X D Developing stylish products for that segment.

The three step process within marketing segmentation includes:

X A Segmentation, differentiation and positioning.

B Targeting, Segmentation, and Positioning.

:-) C Segmentation, Targeting and Positioning.

D Positioning, Mass Marketing and Segmentation.

A.I.O stands for:

A Activities, Innovision and Opionions

B Action, Interpratation and Opportunities.

C Activities, Interests and Opportunities.

:-) D Activities, Interest and Opinions.
A reference group is:

:-) A A group where people feel they belong to.

B A group who people refer to for advice.

C A group of people who sell you products or services.

D A group of people who have expert knowledge on marketing.

Concentrated marketing is based around:

X A Focusing marketing efforts on a number of segments.

X B Focusing marketing efforts on the mass market.

C Focusing marketing effort on one segment.

X D Focusing marketing effort on a particular country.

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Product positioning
is about:

A Developing a product.
:-) B Developing a perception of the product/service.
C Product quality decisions.
D The perception of the product from the view of the competitors.
Mass marketing is about

A Aiming a product at one particular segment.

B Developing products for different segments.

C Going for a global marketing strategy.

:-) D Aiming the product at the entire market.

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.

Market research involves:

A Researching consumer behaviour.

B An attempt to discover the causes of declining sales.

:-) C Researching specific industries and markets.

Observing buying
D
habits.

Focus groups are most likely used to produce:

A Statistical data for decision making.

B Qualitative information on a product

:-)
or service.

C An advertising campaign.

D Quantitative information on a product

or service,
Secondary research is:

A The collection of data through use of a questionnaire.

B Observing consumers in stores.

:-) C Using published data for decision making.

D The generation of data from personal interviews.

Quantitative data looks at:

A Consumer opinions and attitudes towards products.

:-) B Numerical data to aid decision making.

C The effectiveness of TV advertising.

D Information generated from focus groups.

Focus groups aim to collect:

A Quantitative data

:-) B Qualitative data

C Secondary data

D Continuous data
 Sales promotion is primarily used to:
1. :-) Increase sales in the short term.
2. ? Increase sales in the long-term.
3. ? Increase instore consumer traffic.
4. ? Create awareness of a product.
 Direct marketing is about:
1. :-) Sending publicity to a named person.
2. X Selling directly to consumers.
3. ? Door to door selling.
4. X None of the above.
 A push strategy involves:
1. ? Directing publicity material to retailers to convince them to
hold stock.
2. X Pushing products onto consumers to convince them to purchase
products.
3. X Pushing advertising in certain media.
4. X Selling products over the internet.
 Personal selling involves:
1. ? Selling a product over the internet.
2. X Selling a product through personal recommendations.
3. :-) Selling a product one to one.
4. ? Selling a product through multiple chains.
he most probable advertising strategy to use during the introduction stage of
the product lifecycle is:
 1. X Peursasive advertising.
2. :-) Informative advertising.
3. ? Reminder advertising.
4. X Reinforcement advertising
 The most probable advertising strategy to use during the decline stage of
the product lifecycle is:
1. ? Informative advertising
2. :-) Reminder advertising.
3. X Persuasive advertising.
4. X Reinforcement advertising.
 A pull strategy involves:
1. :-) Promoting the product to the consumer to create demand.
2. ? Promoting product to the retailer.
3. ? Promoting over the internet.
4. ? None of the above,
 AIDA is a communication model. It stands for:
1. ? Attention, Informative, Desire, Action.
2. :-) Attention, Interest, Desire, Action.
3. ? Attention, Interest, Desire, Acquire
4. ? Attention,Interest,Develop,Action

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