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Marketing.m

Marketing.m — вариант 2

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100 вопросов Вариант 2 Доступ 7 дней
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Вопросы и варианты

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Вопрос 1

What is the definition of marketing?

  1. Marketing is the purchase of goods and services
  2. Marketing 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
  3. Marketing is sales of a product or service
  4. Marketing is the advertising of a product or service
Вопрос 2

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?

  1. The traders of ancient Greece
  2. Textile companies in Victoria England
  3. American soap powder manufacturers in the 1930s
  4. Service based companies from the 1960s
Вопрос 3

Peter Drucker noted the relationship between selling and marketing in the following terms:

  1. Marketing is a subsidiary component of selling
  2. The aim of marketing is to make selling superfluous
  3. The aim of selling is to make marketing superfluous
  4. Selling and marketing are essentially the same thing
Вопрос 4

Which of the following statements is not true about the concept of a customer?

  1. A customer and consumer are always the same thing – the terms are completely interchangeable
  2. Customers can be described as clients
  3. A customer doesn’t necessarily consume the product that they have purchased
  4. Students can be described as customers and consumers
Вопрос 5

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?

  1. Production concept
  2. Target marketing
  3. Marketing concept
  4. Product concept
Вопрос 6

What are the four P’s in marketing?

  1. Product, place, promotion and price
  2. Place, people, promotion, price
  3. Price, procedure, promotion, personal selling
  4. Produce, procedure, promotion, personal selling
Вопрос 7

Which of the following is at least likely to be associated with a firm’s macro-environment?

  1. Study of the changing birth rate
  2. Analysis of household savings ratios
  3. A new staff incentive scheme
  4. Cultural convergence
Вопрос 8

Which of the following represents the most directly important reason why firms monitor their demographic environment?

  1. To explain historical trends
  2. To predict political change
  3. To predict the size of market segments
  4. To predict business cycles
Вопрос 9

Which of the following is not part of an organization’s microenvironment?

  1. Customers
  2. Suppliers
  3. Competitors
  4. Government legislation
Вопрос 10

Which of the following is an element of an organization’s internal environment?

  1. Competitors
  2. Employees
  3. Wholesalers
  4. Retailers
Вопрос 11

Which of the following is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem?

  1. Database marketing
  2. Research and development
  3. Marketing intelligence
  4. Marketing research
Вопрос 12

How does the marketing research system differ from the marketing information system?

  1. Marketing research is continuous; other components of the marketing information system have a beginning and an end
  2. The marketing research system provides information not provided by other components of the marketing information system
  3. The marketing information system is a component of the marketing research system
  4. There is no difference; they are the same
Вопрос 13

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:

  1. Explanatory research design
  2. Descriptive research design
  3. Causal research design
  4. Experimental research design
Вопрос 14

What is a cross-sectional design?

  1. A comparison of two or more variables longitudinally
  2. The collection of data from more than one case at one moment in time
  3. Research into one particular section of society, e.g. the middle class
Вопрос 15

What does the term “longitudinal” design mean?

  1. A study which is very long to read
  2. A study with two contrasting cases
  3. A study completed over a distinct period of time to map changes in social phenomena
Вопрос 16

A quantitative research study aims to achieve all of the following, except:

  1. test various types of hypotheses
  2. make accurate predictions about relationships between market factors and behavior
  3. generate sustainable competitive advantages for an organization
  4. validate the existing relationships between variables
  5. gain meaningful insights into the relationships between variables
Вопрос 17

Qualitative research techniques perform better for which of the following issue in comparison to quantitative research techniques?

  1. Developing generalizable findings
  2. Gathering rich data
  3. Distinguishing small differences
  4. High reliability
Вопрос 18

What is the purpose of using direct personal observation when conducting a marketing research?

  1. To obtain sufficient responses
  2. To see the actions of participants
  3. To interview respondents
  4. To avoid communication problem
Вопрос 19

Interviewing all members of a given population is called:

  1. a sample
  2. a Gallup poll
  3. a census
  4. a Nielsen audit
Вопрос 20

Which one of these sampling methods is a probability method?

  1. Quota
  2. Judgment
  3. Convenience
  4. Simple random
Вопрос 21

Why is market segmentation carried out?

  1. To break down large markets into smaller markets
  2. Provides an opportunity to surpass competitors
  3. By grouping together customers with similar needs, it provides a commercially viable method of serving these customers
  4. Allows the achievement of greater market share
Вопрос 22

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.

  1. breaddown
  2. sample design
  3. build up
  4. profile identification
Вопрос 23

Which of the following are the three broad groups of consumer segmentations criteria?

  1. Behavioral, psychological and profile criteria
  2. Behavioral-, gender- and industry-type variables
  3. Organizational size, demographic and behavioral variables
  4. Psychographic, sociological and price variables
Вопрос 24

Which of the following is not an example of behavioral variable?

  1. Product usage
  2. Media usage
  3. Purchase occasion
  4. Personality
Вопрос 25

Psychographic segmentation is based on:

  1. the quantitative side of consumer demographic analysis
  2. the quantitative side of consumer geographic analysis
  3. grouping people according to their psychological characteristics, values, and lifestyles
  4. individuals’ residential patterns and life-cycle preferences
Вопрос 26

Which of the following are the three broad groups of organizational characteristics segmentation criteria?

  1. Organizational size, industry type and gender
  2. Psychographics, purchaser, and behavioral criteria
  3. Organizational size, industry type, and geographic location
Вопрос 27

The purpose of evaluating the attractiveness of differing market segments identified in the second stage of the market segmentation process is to:

  1. identify the specific members of each segment to be able to contact each of them directly
  2. determine the level of resources that must be committed to each segment
  3. evaluate the market potential within each segment
  4. design marketing strategy and tactics to reinforce the firm’s image
Вопрос 28

A key benefit of the STP process is:

  1. less effective and efficient allocation of company resources to targeted market segments promising the greatest ROMI
  2. decreasing a company’s competitive position by rejecting direction and focus for marketing strategies
  3. examining and identifying growth opportunities in the market through the identification of new customers, growth segments, or new product uses
Вопрос 29

… are used in the positioning process to illustrate differing attributes of a selection of brands.

  1. Product features
  2. SIC code
  3. Perceptual maps
  4. Organizational characteristics
Вопрос 30

Market positioning does not involve:

  1. designing, communicating and delivering value
  2. creating an appropriate image of a company’s offering in the minds of customers
  3. understanding the unique value propositions of the offering
  4. market hedging
Вопрос 31

A … involves analysis of marketing strategy, value to the customer, price quality relationship, competition, effect on distribution/retailers, political factors, and cost, among others.

  1. Business oriented approach
  2. Service oriented approach
  3. Cost-oriented approach
  4. Marketing oriented approach
Вопрос 32

Pricing decisions are influenced by external factors such as:

  1. Marketing objectives
  2. Customers, competition, channel distribution
  3. Legal and regulatory issues
Вопрос 33

… 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.

  1. Promotional pricing
  2. Relative price
  3. List pricing
  4. Loss-leader pricing
Вопрос 34

… is influenced by perceptions of the fairness of prices set, latitude of price acceptance and frequency of purchase, price presentation and advertising.

  1. Brand awareness
  2. Price perception
  3. Willingness to pay
  4. Price consciousness
Вопрос 35

Strategies that are used for new product pricing are called:

  1. Market-skimming pricing and market-penetration pricing
  2. Market-skimming pricing and market-product pricing
  3. Market-segmentation pricing and market-penetration pricing
Вопрос 36

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:

  1. Distribution
  2. Vendor
  3. Communication
  4. Selling
Вопрос 37

Supply chain management embraces four main activities. Which of the following is not one of the activities?

  1. Fulfillment
  2. Transportation
  3. Customer services
  4. Stock management
Вопрос 38

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:

  1. It’s about time
  2. Just-in-time
  3. One-more-time
  4. Next-time-in
Вопрос 39

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?

  1. Exclusive distribution
  2. Intensive distribution
  3. Selective distribution
  4. Direct distribution
Вопрос 40

McDonald’s and KFC are good examples of:

  1. Distributors
  2. Franchising
  3. Merchant
  4. Retailers
Вопрос 41

The components of a product or service offer include:

  1. core benefits, attributes or features, support and services, and customer loyalty programs
  2. core benefits, attributes or features, support and services, and potential benefits
  3. customer benefits, attributes or features, warranty, and potential benefits
  4. customer benefits, core services, customer helplines, and home delivery
Вопрос 42

A … consists of all the product lines and items that a particular seller offers for sale.

  1. product mix
  2. brand line
  3. consumer mix
  4. packaging mix
  5. line extension
Вопрос 43

Which stage of the product life cycle is marked by falling costs and rising revenues?

  1. Introduction stage
  2. Growth stage
  3. Maturity stage
  4. Saturation
Вопрос 44

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?

  1. Innovators
  2. Early adopters
  3. Early majority
  4. Laggards
Вопрос 45

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.

  1. product line
  2. line extension
  3. private brand
  4. convenience product
  5. product band width
Вопрос 46

A … is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service.

  1. service
  2. brand
  3. co-branding
  4. internal marketing
  5. external marketing
Вопрос 47

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?

  1. Awareness
  2. Interest
  3. An emotional attribute
  4. Consistency
Вопрос 48

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.

  1. It is more expensive as the company has to spend money promoting all its product and also itself
  2. It can confuse the values of the brand where products within the branded range are too diverse
  3. One poorly performing product can tarnish all products carrying the name
  4. It 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
Вопрос 49

… occurs when two established brand names of different companies are used on the same product.

  1. A brand extension
  2. Brand equity
  3. Co-branding
  4. External marketing
Вопрос 50

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?

  1. The name should be memorable and easy to pronounce
  2. The name must be checked by experts to ensure it doesn’t infringe on another company’s brand name
  3. The name should have positive associations with the benefits and features of the product
  4. The brand name must be modern and contemporary
Вопрос 51

What is the strategy: the manufacturer supplies dealers all marketing materials and dealers then promote it to customer?

  1. Push
  2. Pull
  3. Minimizing costs
  4. Leadership
Вопрос 52

What is the strategy: the manufacturer treats communications directly to the buyer, and the buyer requires the product from the dealer?

  1. Minimizing costs
  2. Pull
  3. Leadership
  4. Push
Вопрос 53

What is the pull strategy?

  1. Upholding manufacturer`s position over its competitors
  2. The conquest of the new market
  3. Establishing the relations between the manufacturer and the immediate customer
Вопрос 54

Which of the methods for the determination of money on advertising is the best?

  1. Percentage of sales
  2. Competitive parity
  3. Affordability
  4. Objective and task
Вопрос 55

Which method enables you to decide how much money you can spend on advertising?

  1. Competitive parity
  2. Marketing strategy
  3. Brand extention
Вопрос 56

Choose ways of putting the advertising message across (point out all the right cases).

  1. Lifestyle
  2. Humor
  3. Measurement
  4. Comparative
  5. Offence
Вопрос 57

What kind of media channels can be used for advertising (point out all the right cases)?

  1. Broadcast
  2. Other people
  3. Animals
  4. Social
  5. Outdoor
Вопрос 58

Which of these models are the models of advertising effect?

  1. AIDA
  2. AIETA
  3. ADDA
  4. ARIMA
  5. ABBA
Вопрос 59

Services are characterized by five distinct characteristics. These are:

  1. intangibility, value, variability, inseparability, and a lack of ownership
  2. intangibility, value, variability, inseparability, and profitability
  3. intangibility, perishability, variability, inseparability, and a lack of ownership
  4. intangibility, value, variability, inseparability, and relationship
Вопрос 60

The most widely accepted services marketing model is based on the following presumed service differences, except:

  1. Inseparability
  2. Perishability
  3. Heterogeneity
  4. Impressions
Вопрос 61

Service marketers consider which of the following?

  1. Participants, physical evidence, products
  2. People/participants, physical evidence, placement
  3. People, products, process
  4. People/participants, physical evidence, process
Вопрос 62

Three types of customer expectations can be identified:

  1. Internal expectations; explicit expectations, implicit expectations
  2. Internal expectations, external expectations, implicit expectations
  3. Fuzzy expectations, explicit expectations, implicit expectations
Вопрос 63

Perceived service quality concept includes which of the following?

  1. Courtesy, access, choice
  2. Credibility, security, process
  3. Access, service, communication
  4. Reliability, courtesy, communication
Вопрос 64

Quality Gaps include:

  1. the management perception gap, the market communication gap, the quality improvement gap
  2. the service delivery gap, the market communication gap, the information gap
  3. the management perception gap, the quality specification gap, the service delivery gap
  4. the service delivery gap, the management perception gap, the implementation gap
Вопрос 65

… is based on the idea that customer expectations of the service they will receive shape their perception of the actual service encounter.

  1. Service quality
  2. Service action
  3. Service recovery
  4. Service satisfaction
Вопрос 66

The first activity in developing a service blueprint is:

  1. to reach a consensus on which activities are more important than others
  2. to identify all the key activities involved in creating and delivering the service
  3. to identify the links between a set of alternative service possibilities
Вопрос 67

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:

  1. wholesale marketing
  2. business-to-business marketing
  3. corporate marketing
  4. distribution marketing
Вопрос 68

B2B marketing is fundamentally different from consumer goods or services marketing because:

  1. distribution channels for business products are significantly longer
  2. customer relationships for business products tent to be short-term and transactions-based
  3. organizational buyers do not consume the products or services themselves
  4. customer service plays a smaller role in the distribution of business products
Вопрос 69

Organizational buying behavior is about:

  1. determining the characteristics of the needed product
  2. the functions and processes, strategy, and the network of relationships
  3. searching for qualified sources
  4. evaluating proposals and selecting suppliers
Вопрос 70

The Howard and Sheth model of consumer buying behavior provides a useful description of:

  1. the types of products which consumers are most likely to buy
  2. differences in the buying behavior of individuals and organizations
  3. the impact which personality can have on buying behavior
  4. the decision making process involved when consumers take purchasing decisions and the factors which influence this process
Вопрос 71

The function performed by the gatekeeper in the company decision-making unit is to:

  1. supply information to guide the evaluation of alternatives
  2. select a supplier and implement the procedures for securing the goods and services
  3. choose which goods and services will actually be bought
  4. control the information that all members of the decision making unit will review
Вопрос 72

What do the A, R, A stand for in the A-R-A model?

  1. Actors, resources, activities
  2. Actors, relationships, activities
  3. Awareness, resources, activities
  4. Actors, responsibility, activities
Вопрос 73

Desintermediation in the online world refers to:

  1. the reformation of logistics management
  2. the emergence of new intermediaries
  3. the elimination of existing intermediaries
  4. cost minimization in the supply chain
Вопрос 74

The central limit theorem states that as the sample size increases the distribution of the sample … approach the normal distribution.

  1. medians
  2. means
  3. standard deviations
  4. variances
Вопрос 75

The tool of network analysis used to identify existing business opportunities and growth perspectives is called:

  1. color theory
  2. white space mapping
  3. black space mapping
  4. sampling
Вопрос 76

We use .., … and … to analyze business networks.

  1. triangles, circles and lines
  2. circles, lines and white spaces
  3. lines, squares and ellipses
  4. circles, lines and black spaces
Вопрос 77

Building mutually satisfying long-term relationships with key constituents in order to earn and retain their business is the aim of:

  1. network marketing
  2. holistic marketing
  3. relationship marketing
  4. internal marketing
Вопрос 78

The customer CRM strategy does not include:

  1. acquisition
  2. development
  3. retention
  4. sell-in
Вопрос 79

The advantages of customer retention for an organizations are:

  1. low marketing cost, high customer expectations, outweighed benefits
  2. free word-of-mouth advertising, integrated supply-chain, low marketing cost, increased employee retention
  3. low employee retention, high customer spending, best shipping and after sales service
  4. high customer expectations, integrated supply-chain, restricted customer choice
Вопрос 80

It has been claimed that the three major outcomes from the development of relationship trust are satisfaction, …, and continuity.

  1. reduced perceived risk
  2. service recovery
  3. service processes
  4. efficiency
Вопрос 81

The relationship marketing ladder of loyalty does not include:

  1. adopters
  2. purchases
  3. supporters
  4. partners
Вопрос 82

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:

  1. monopoly loyalty
  2. price loyalty
  3. emotional loyalty
  4. incentivized loyalty
Вопрос 83

A firm’s reaction to a customer complaint that results in customer satisfaction and goodwill is called a:

  1. service recovery paradox
  2. service recovery
  3. critical incident
  4. moment of truth
Вопрос 84

The perceived justice consists of three components:

  1. social, distributive, and ethical justices
  2. procedural, psychological, and social justices
  3. social, interactional, and physical justices
  4. distributive, interactional, and procedural justices
Вопрос 85

The component of perceived justice that refers to the outcomes associated with the service recovery process is referred to as … justice.

  1. social
  2. procedural
  3. interactional
  4. distributive
Вопрос 86

A service …is a promise that if service delivery fails to meet pre-defined standards, the customer is entitled to compensation.

  1. warrantee
  2. failure policy
  3. guarantee
  4. pledge
Вопрос 87

The … process commences at corporate level. Here the organization sets out its overall mission, purpose, and values.

  1. researching
  2. strategic planning
  3. controlling
  4. managing
Вопрос 88

A statement that sets out what the organization wishes to achieve in the long term is referred to as:

  1. mission
  2. vision
  3. values
  4. strategic context
Вопрос 89

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.

  1. marketing objectives
  2. strategic business units
  3. marketing activities
  4. business development units
Вопрос 90

The key five forces examine competition among firms, potential entrants, buyers and:

  1. customers
  2. employers and employees
  3. substitutes and supplies
  4. import and export
Вопрос 91

What does the Porter’s five forces aim to achieve?

  1. An external analysis on competition
  2. A new marketing strategy
  3. An internal shift of human resources
  4. A review of supply chain management
Вопрос 92

What is the term used in Ansoff’s matrix for increasing market share with existing products in existing markets?

  1. Product development
  2. Market penetration
  3. Diversification
  4. Market development
Вопрос 93

SWOT is an acronym for:

  1. strategy, working, opinion, tactical
  2. strengths, weaknesses, opportunities, threats
  3. strategy, work, openness, toughness
  4. strategy, weakness, opinions, tactics
Вопрос 94

An organization can offer standard products at acceptable levels of quality, yet still generate above-average profit margin by adopting …

  1. differentiation
  2. focus strategy
  3. cost leadership
  4. market follower strategy
Вопрос 95

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?

  1. blue ocean
  2. blue lagoon
  3. red ocean
  4. red sea
Вопрос 96

Secondary activity of Porter’s value chain that deals with pertaining equipment is named:

  1. Infrastructure development
  2. Logistics development
  3. Technological development
  4. Services development
Вопрос 97

An organization can offer standard products at acceptable levels of quality, yet still generate above-average profit margin by adopting …

  1. differentiation
  2. focus strategy
  3. cost leadership
  4. market 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?

  1. blue ocean
  2. blue lagoon
  3. red ocean
  4. red sea
Вопрос 99

Secondary activity of Porter’s value chain that deals with pertaining equipment is named:

  1. Infrastructure development
  2. Logistics development
  3. Technological development
  4. Services development
Вопрос 100

Secondary activity of Porter’s value chain that deals with pertaining equipment is named:

  1. Infrastructure development
  2. Logistics development
  3. Technological development
  4. Services development