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Вопрос 1Ответ открыт бесплатно
Текст первого вопроса
1Вариант ответа 1
2Вариант ответа 2
3Вариант ответа 3
4Вариант ответа 4✓ Правильный ответ
✓ Правильный ответ
Вариант ответа 4
Вопрос 2
Текст второго вопроса
1Вариант ответа 1
2Вариант ответа 2
3Вариант ответа 3
4Вариант ответа 4
Вопрос 3
Текст третьего вопроса
1Ответ
Вопрос 4
What is the definition of marketing?
1Marketing is the purchase of goods and services
2Marketing is an activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large
3Marketing is sales of a product or service
4Marketing is the advertising of a product or service
Вопрос 5
How old are the principles and practices of marketing? Which of the following represent the oldest instances of individuals and organizations practicing the principles of marketing?
1The traders of ancient Greece
2Textile companies in Victoria England
3American soap powder manufacturers in the 1930s
4Service based companies from the 1960s
Вопрос 6Ответ открыт бесплатно
Peter Drucker noted the relationship between selling and marketing in the following terms:
1Marketing is a subsidiary component of selling
2The aim of marketing is to make selling superfluous✓ Правильный ответ
3The aim of selling is to make marketing superfluous
4Selling and marketing are essentially the same thing
✓ Правильный ответ
The aim of marketing is to make selling superfluous
Вопрос 7
Which of the following statements is not true about the concept of a customer?
1A customer and consumer are always the same thing – the terms are completely interchangeable
2Customers can be described as clients
3A customer doesn’t necessarily consume the product that they have purchased
4Students can be described as customers and consumers
Вопрос 8
Which of the following holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its target markets?
1Production concept
2Target marketing
3Marketing concept
4Product concept
Вопрос 9
What are the four P’s in marketing?
1Product, place, promotion and price
2Place, people, promotion, price
3Price, procedure, promotion, personal selling
4Produce, procedure, promotion, personal selling
Вопрос 10Ответ открыт бесплатно
Which of the following is at least likely to be associated with a firm’s macro-environment?
1Study of the changing birth rate
2Analysis of household savings ratios
3A new staff incentive scheme✓ Правильный ответ
4Cultural convergence
✓ Правильный ответ
A new staff incentive scheme
Вопрос 11
Which of the following represents the most directly important reason why firms monitor their demographic environment?
1To explain historical trends
2To predict political change
3To predict the size of market segments
4To predict business cycles
Вопрос 12
Which of the following is not part of an organization’s microenvironment?
1Customers
2Suppliers
3Competitors
4Government legislation
Вопрос 13Ответ открыт бесплатно
Which of the following is an element of an organization’s internal environment?
1Competitors
2Employees✓ Правильный ответ
3Wholesalers
4Retailers
✓ Правильный ответ
Employees
Вопрос 14
Which of the following is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem?
1Database marketing
2Research and development
3Marketing intelligence
4Marketing research
Вопрос 15
How does the marketing research system differ from the marketing information system?
1Marketing research is continuous; other components of the marketing information system have a beginning and an end
2The marketing research system provides information not provided by other components of the marketing information system
3The marketing information system is a component of the marketing research system
4There is no difference; they are the same
Вопрос 16
When the research objective of a study is to gain background information and to clarify the research problems to create hypotheses, it is generally referred to as:
1Explanatory research design
2Descriptive research design
3Causal research design
4Experimental research design
Вопрос 17Ответ открыт бесплатно
What is a cross-sectional design?
1A comparison of two or more variables longitudinally
2The collection of data from more than one case at one moment in time✓ Правильный ответ
3Research into one particular section of society, e.g. the middle class
✓ Правильный ответ
The collection of data from more than one case at one moment in time
Вопрос 18
What does the term “longitudinal” design mean?
1A study which is very long to read
2A study with two contrasting cases
3A study completed over a distinct period of time to map changes in social phenomena
Вопрос 19
A quantitative research study aims to achieve all of the following, except:
1test various types of hypotheses
2make accurate predictions about relationships between market factors and behavior
3generate sustainable competitive advantages for an organization
4validate the existing relationships between variables
5gain meaningful insights into the relationships between variables
Вопрос 20Ответ открыт бесплатно
Qualitative research techniques perform better for which of the following issue in comparison to quantitative research techniques?
1Developing generalizable findings
2Gathering rich data✓ Правильный ответ
3Distinguishing small differences
4High reliability
✓ Правильный ответ
Gathering rich data
Вопрос 21
What is the purpose of using direct personal observation when conducting a marketing research?
1To obtain sufficient responses
2To see the actions of participants
3To interview respondents
4To avoid communication problem
Вопрос 22
Interviewing all members of a given population is called:
1a sample
2a Gallup poll
3a census
4a Nielsen audit
Вопрос 23Ответ открыт бесплатно
Which one of these sampling methods is a probability method?
1Quota
2Judgment
3Convenience
4Simple random✓ Правильный ответ
✓ Правильный ответ
Simple random
Вопрос 24
Why is market segmentation carried out?
1To break down large markets into smaller markets
2Provides an opportunity to surpass competitors
3By grouping together customers with similar needs, it provides a commercially viable method of serving these customers
4Allows the achievement of greater market share
Вопрос 25
The … method is one of the main approached to segmenting markets by adopting the view that the market consists of customers that are essentially the same, so the task is to identify groups which share particular differences.
1breaddown
2sample design
3build up
4profile identification
Вопрос 26
Which of the following are the three broad groups of consumer segmentations criteria?
1Behavioral, psychological and profile criteria
2Behavioral-, gender- and industry-type variables
3Organizational size, demographic and behavioral variables
4Psychographic, sociological and price variables
Вопрос 27Ответ открыт бесплатно
Which of the following is not an example of behavioral variable?
1Product usage
2Media usage
3Purchase occasion
4Personality✓ Правильный ответ
✓ Правильный ответ
Personality
Вопрос 28
Psychographic segmentation is based on:
1the quantitative side of consumer demographic analysis
2the quantitative side of consumer geographic analysis
3grouping people according to their psychological characteristics, values, and lifestyles
4individuals’ residential patterns and life-cycle preferences
Вопрос 29
Which of the following are the three broad groups of organizational characteristics segmentation criteria?
1Organizational size, industry type and gender
2Psychographics, purchaser, and behavioral criteria
3Organizational size, industry type, and geographic location
Вопрос 30Ответ открыт бесплатно
The purpose of evaluating the attractiveness of differing market segments identified in the second stage of the market segmentation process is to:
1identify the specific members of each segment to be able to contact each of them directly
2determine the level of resources that must be committed to each segment✓ Правильный ответ
3evaluate the market potential within each segment
4design marketing strategy and tactics to reinforce the firm’s image
✓ Правильный ответ
determine the level of resources that must be committed to each segment
Вопрос 31
A key benefit of the STP process is:
1less effective and efficient allocation of company resources to targeted market segments promising the greatest ROMI
2decreasing a company’s competitive position by rejecting direction and focus for marketing strategies
3examining and identifying growth opportunities in the market through the identification of new customers, growth segments, or new product uses
Вопрос 32
… are used in the positioning process to illustrate differing attributes of a selection of brands.
1Product features
2SIC code
3Perceptual maps
4Organizational characteristics
Вопрос 33
Market positioning does not involve:
1designing, communicating and delivering value
2creating an appropriate image of a company’s offering in the minds of customers
3understanding the unique value propositions of the offering
4market hedging
Вопрос 34Ответ открыт бесплатно
A … involves analysis of marketing strategy, value to the customer, price quality relationship, competition, effect on distribution/retailers, political factors, and cost, among others.
1Business oriented approach
2Service oriented approach
3Cost-oriented approach
4Marketing oriented approach✓ Правильный ответ
✓ Правильный ответ
Marketing oriented approach
Вопрос 35
Pricing decisions are influenced by external factors such as:
1Marketing objectives
2Customers, competition, channel distribution
3Legal and regulatory issues
Вопрос 36
… occurs when companies temporarily reduce their prices below the standard price for a period of time to raise awareness of the offering to encourage trial, and raise short-term brand awareness.
1Promotional pricing
2Relative price
3List pricing
4Loss-leader pricing
Вопрос 37Ответ открыт бесплатно
… is influenced by perceptions of the fairness of prices set, latitude of price acceptance and frequency of purchase, price presentation and advertising.
1Brand awareness
2Price perception
3Willingness to pay✓ Правильный ответ
4Price consciousness
✓ Правильный ответ
Willingness to pay
Вопрос 38
Strategies that are used for new product pricing are called:
1Market-skimming pricing and market-penetration pricing
2Market-skimming pricing and market-product pricing
3Market-segmentation pricing and market-penetration pricing
Вопрос 39
These are chains of organizations that are concerned with the management of the processes and activities involved in creating and moving products from producers and manufacturers to end-user customers. The organizations involved with any one journey, are collectively termed as a:
1Distribution
2Vendor
3Communication
4Selling
Вопрос 40Ответ открыт бесплатно
Supply chain management embraces four main activities. Which of the following is not one of the activities?
1Fulfillment
2Transportation
3Customer services✓ Правильный ответ
4Stock management
✓ Правильный ответ
Customer services
Вопрос 41
The practice of cutting inventories to absolute minimum levels and requiring vendors to deliver the items as they are needed in the production process is known as:
1It’s about time
2Just-in-time
3One-more-time
4Next-time-in
Вопрос 42
Which of the following means placing your product or service in as many outlets or locations as possible, in order to maximize the opportunity for customers to find the good or service?
1Exclusive distribution
2Intensive distribution
3Selective distribution
4Direct distribution
Вопрос 43
McDonald’s and KFC are good examples of:
1Distributors
2Franchising
3Merchant
4Retailers
Вопрос 44Ответ открыт бесплатно
The components of a product or service offer include:
1core benefits, attributes or features, support and services, and customer loyalty programs
2core benefits, attributes or features, support and services, and potential benefits✓ Правильный ответ
3customer benefits, attributes or features, warranty, and potential benefits
4customer benefits, core services, customer helplines, and home delivery
✓ Правильный ответ
core benefits, attributes or features, support and services, and potential benefits
Вопрос 45
A … consists of all the product lines and items that a particular seller offers for sale.
1product mix
2brand line
3consumer mix
4packaging mix
5line extension
Вопрос 46
Which stage of the product life cycle is marked by falling costs and rising revenues?
1Introduction stage
2Growth stage
3Maturity stage
4Saturation
Вопрос 47Ответ открыт бесплатно
Which group of consumers likes to be seen to own something new and are therefore prepared to purchase a product while it is still expensive?
1Innovators
2Early adopters✓ Правильный ответ
3Early majority
4Laggards
✓ Правильный ответ
Early adopters
Вопрос 48
A … is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.
1product line
2line extension
3private brand
4convenience product
5product band width
Вопрос 49
A … is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service.
1service
2brand
3co-branding
4internal marketing
5external marketing
Вопрос 50
A brand is a shorthand method which a manufacturer can use to identify its product as being distinctive. However, to be of value to a customer, this depends on which of the following brand characteristics being present?
1Awareness
2Interest
3An emotional attribute
4Consistency
Вопрос 51Ответ открыт бесплатно
One approach to branding is to use the same brand name for everything a company produces. However, there are several drawbacks to this approach. Which of the following is not an identified drawback to this approach.
1It is more expensive as the company has to spend money promoting all its product and also itself✓ Правильный ответ
2It can confuse the values of the brand where products within the branded range are too diverse
3One poorly performing product can tarnish all products carrying the name
4It can make it difficult for a company to dispose of a division or product line as the main value of a product is often the brand name
✓ Правильный ответ
It is more expensive as the company has to spend money promoting all its product and also itself
Вопрос 52
… occurs when two established brand names of different companies are used on the same product.
1A brand extension
2Brand equity
3Co-branding
4External marketing
Вопрос 53
Choosing a suitable international brand name is an important, but often difficult, part of the process that creates a strong and distinctive brand. Which of the following statements about choosing a name for a new soft drink not true?
1The name should be memorable and easy to pronounce
2The name must be checked by experts to ensure it doesn’t infringe on another company’s brand name
3The name should have positive associations with the benefits and features of the product
4The brand name must be modern and contemporary
Вопрос 54Ответ открыт бесплатно
What is the strategy: the manufacturer supplies dealers all marketing materials and dealers then promote it to customer?
1Push✓ Правильный ответ
2Pull
3Minimizing costs
4Leadership
✓ Правильный ответ
Push
Вопрос 55
What is the strategy: the manufacturer treats communications directly to the buyer, and the buyer requires the product from the dealer?
1Minimizing costs
2Pull
3Leadership
4Push
Вопрос 56
What is the pull strategy?
1Upholding manufacturer`s position over its competitors
2The conquest of the new market
3Establishing the relations between the manufacturer and the immediate customer
Вопрос 57
Which of the methods for the determination of money on advertising is the best?
1Percentage of sales
2Competitive parity
3Affordability
4Objective and task
Вопрос 58Ответ открыт бесплатно
Which method enables you to decide how much money you can spend on advertising?
1Competitive parity✓ Правильный ответ
2Marketing strategy
3Brand extention
✓ Правильный ответ
Competitive parity
Вопрос 59
Choose ways of putting the advertising message across (point out all the right cases).
1Lifestyle
2Humor
3Measurement
4Comparative
5Offence
Вопрос 60
What kind of media channels can be used for advertising (point out all the right cases)?
1Broadcast
2Other people
3Animals
4Social
5Outdoor
Вопрос 61Ответ открыт бесплатно
Which of these models are the models of advertising effect?
1AIDA✓ Правильный ответ
2AIETA✓ Правильный ответ
3ADDA
4ARIMA
5ABBA
✓ Правильный ответ
AIDA ; AIETA
Вопрос 62
Services are characterized by five distinct characteristics. These are:
1intangibility, value, variability, inseparability, and a lack of ownership
2intangibility, value, variability, inseparability, and profitability
3intangibility, perishability, variability, inseparability, and a lack of ownership
4intangibility, value, variability, inseparability, and relationship
Вопрос 63
The most widely accepted services marketing model is based on the following presumed service differences, except:
1Inseparability
2Perishability
3Heterogeneity
4Impressions
Вопрос 64Ответ открыт бесплатно
Service marketers consider which of the following?
Perceived service quality concept includes which of the following?
1Courtesy, access, choice
2Credibility, security, process
3Access, service, communication
4Reliability, courtesy, communication
Вопрос 67
Quality Gaps include:
1the management perception gap, the market communication gap, the quality improvement gap
2the service delivery gap, the market communication gap, the information gap
3the management perception gap, the quality specification gap, the service delivery gap
4the service delivery gap, the management perception gap, the implementation gap
Вопрос 68Ответ открыт бесплатно
… is based on the idea that customer expectations of the service they will receive shape their perception of the actual service encounter.
1Service quality✓ Правильный ответ
2Service action
3Service recovery
4Service satisfaction
✓ Правильный ответ
Service quality
Вопрос 69
The first activity in developing a service blueprint is:
1to reach a consensus on which activities are more important than others
2to identify all the key activities involved in creating and delivering the service
3to identify the links between a set of alternative service possibilities
Вопрос 70
The purchase of goods and services for use by an organization in producing other goods and services, to support the daily operations of the organization or for resale is called:
1wholesale marketing
2business-to-business marketing
3corporate marketing
4distribution marketing
Вопрос 71Ответ открыт бесплатно
B2B marketing is fundamentally different from consumer goods or services marketing because:
1distribution channels for business products are significantly longer
2customer relationships for business products tent to be short-term and transactions-based
3organizational buyers do not consume the products or services themselves✓ Правильный ответ
4customer service plays a smaller role in the distribution of business products
✓ Правильный ответ
organizational buyers do not consume the products or services themselves
Вопрос 72
Organizational buying behavior is about:
1determining the characteristics of the needed product
2the functions and processes, strategy, and the network of relationships
3searching for qualified sources
4evaluating proposals and selecting suppliers
Вопрос 73
The Howard and Sheth model of consumer buying behavior provides a useful description of:
1the types of products which consumers are most likely to buy
2differences in the buying behavior of individuals and organizations
3the impact which personality can have on buying behavior
4the decision making process involved when consumers take purchasing decisions and the factors which influence this process
Вопрос 74
The function performed by the gatekeeper in the company decision-making unit is to:
1supply information to guide the evaluation of alternatives
2select a supplier and implement the procedures for securing the goods and services
3choose which goods and services will actually be bought
4control the information that all members of the decision making unit will review
Вопрос 75Ответ открыт бесплатно
What do the A, R, A stand for in the A-R-A model?
1Actors, resources, activities✓ Правильный ответ
2Actors, relationships, activities
3Awareness, resources, activities
4Actors, responsibility, activities
✓ Правильный ответ
Actors, resources, activities
Вопрос 76
Desintermediation in the online world refers to:
1the reformation of logistics management
2the emergence of new intermediaries
3the elimination of existing intermediaries
4cost minimization in the supply chain
Вопрос 77
The central limit theorem states that as the sample size increases the distribution of the sample … approach the normal distribution.
1medians
2means
3standard deviations
4variances
Вопрос 78Ответ открыт бесплатно
The tool of network analysis used to identify existing business opportunities and growth perspectives is called:
1color theory
2white space mapping✓ Правильный ответ
3black space mapping
4sampling
✓ Правильный ответ
white space mapping
Вопрос 79
We use .., … and … to analyze business networks.
1triangles, circles and lines
2circles, lines and white spaces
3lines, squares and ellipses
4circles, lines and black spaces
Вопрос 80
Building mutually satisfying long-term relationships with key constituents in order to earn and retain their business is the aim of:
1network marketing
2holistic marketing
3relationship marketing
4internal marketing
Вопрос 81Ответ открыт бесплатно
The customer CRM strategy does not include:
1acquisition
2development
3retention
4sell-in✓ Правильный ответ
✓ Правильный ответ
sell-in
Вопрос 82
The advantages of customer retention for an organizations are:
1low marketing cost, high customer expectations, outweighed benefits
It has been claimed that the three major outcomes from the development of relationship trust are satisfaction, …, and continuity.
1reduced perceived risk
2service recovery
3service processes
4efficiency
Вопрос 84
The relationship marketing ladder of loyalty does not include:
1adopters
2purchases
3supporters
4partners
Вопрос 85Ответ открыт бесплатно
This is a true form of loyalty and is driven by personal identification with real or perceived values and benefits. This is referred to as:
1monopoly loyalty
2price loyalty
3emotional loyalty✓ Правильный ответ
4incentivized loyalty
✓ Правильный ответ
emotional loyalty
Вопрос 86
A firm’s reaction to a customer complaint that results in customer satisfaction and goodwill is called a:
1service recovery paradox
2service recovery
3critical incident
4moment of truth
Вопрос 87
The perceived justice consists of three components:
1social, distributive, and ethical justices
2procedural, psychological, and social justices
3social, interactional, and physical justices
4distributive, interactional, and procedural justices
Вопрос 88Ответ открыт бесплатно
The component of perceived justice that refers to the outcomes associated with the service recovery process is referred to as … justice.
1social
2procedural
3interactional
4distributive✓ Правильный ответ
✓ Правильный ответ
distributive
Вопрос 89
A service …is a promise that if service delivery fails to meet pre-defined standards, the customer is entitled to compensation.
1warrantee
2failure policy
3guarantee
4pledge
Вопрос 90
The … process commences at corporate level. Here the organization sets out its overall mission, purpose, and values.
1researching
2strategic planning
3controlling
4managing
Вопрос 91
A statement that sets out what the organization wishes to achieve in the long term is referred to as:
1mission
2vision
3values
4strategic context
Вопрос 92Ответ открыт бесплатно
Large organizations create …, which assumes the role of a separate company and create their own strategies and plans in order to achieve their corporate goals and contribution to the overall organization.
1marketing objectives
2strategic business units✓ Правильный ответ
3marketing activities
4business development units
✓ Правильный ответ
strategic business units
Вопрос 93
The key five forces examine competition among firms, potential entrants, buyers and:
1customers
2employers and employees
3substitutes and supplies
4import and export
Вопрос 94
What does the Porter’s five forces aim to achieve?
1An external analysis on competition
2A new marketing strategy
3An internal shift of human resources
4A review of supply chain management
Вопрос 95Ответ открыт бесплатно
What is the term used in Ansoff’s matrix for increasing market share with existing products in existing markets?
1Product development
2Market penetration✓ Правильный ответ
3Diversification
4Market development
✓ Правильный ответ
Market penetration
Вопрос 96
SWOT is an acronym for:
1strategy, working, opinion, tactical
2strengths, weaknesses, opportunities, threats
3strategy, work, openness, toughness
4strategy, weakness, opinions, tactics
Вопрос 97
An organization can offer standard products at acceptable levels of quality, yet still generate above-average profit margin by adopting …
1differentiation
2focus strategy
3cost leadership
4market follower strategy
Вопрос 98
What term is used to describe the competitive space where products are not yet well defined, competitors are not structured and the market is relatively unknown?
1blue ocean
2blue lagoon
3red ocean
4red sea
Вопрос 99Ответ открыт бесплатно
Secondary activity of Porter’s value chain that deals with pertaining equipment is named:
1Infrastructure development
2Logistics development
3Technological development✓ Правильный ответ
4Services development
✓ Правильный ответ
Technological development
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