BUSN 311 UPDATED TEST PAPER QUESTIONS AND
ANSWERS SET A+
✔✔T/F: In conducting a geographical segmentation, a company needs to pay attention
to geographical differences in needs and wants. - ✔✔True
✔✔T/F: In segmenting the market, marketers should choose a single approach among
geographical, demographic, psychographic and behavioral segmentations - ✔✔False
✔✔T/F: In marketing, products mean the tangible objects that can be offered in a
markets for attention, acquisition, use or consumption that might satisfy a need or want.
- ✔✔False
✔✔T/F: Quality of service products depends on who provides them and when, where
and how - ✔✔True
✔✔T/F: Specialty products are products purchased for further processing or for use in
conducting a business - ✔✔False
✔✔T/F: When the costs of developing and introducing the product are low, it might be
wise for a company to do little or no test marketing - ✔✔True
✔✔T/F: When product price is increased, the break-even volume is decreased -
✔✔True
✔✔T/F: When a margin per unit is small (e.g. Product price $1,000 and Margin per unit
$30), small change of price can affect greatly to margin - ✔✔True
✔✔Total set, Awareness set, _________ set, Choice set
A.consideration
B.multiple
C.experience
, D.favorite
E.desire - ✔✔A.Consideration
✔✔When customers have a low involvement in a purchase but perceive significant
brand differences, they will most likely engage in______
A.complex buying behavior
B.dissonance-reducing buying behavior
C.habitual buying behavior
D.variety-seeking buying behavior
E.none of the above - ✔✔D.variety seeking buying behavior
✔✔Which one is NOT the function of marketing objectives?
A.communication and coordination device
B.guide for situation analysis
C.criterion for marketing decision
D.evaluation tool
E.all of the above are the functions of marketing objectives - ✔✔B.guide for situation
analysis
✔✔Segmentation and targeting are needed because companies have_____
A.limited resources
B.limited marketing information
C.limited usages of media
D.limited product knowledge
E.limited industry experience - ✔✔A.limited resources
✔✔In evaluating different market segments for targeting, which factor should a firm
examine?
A.segment size
B.segment growth
C.level of competition
D.match with corporate objectives
E.all of the above - ✔✔E.all of the above
✔✔_______ includes brand loyalty, awareness, quality perception and image
association
A.brand positioning
B.brand equity
C.brand identity
D.brand satisfaction
E.customer relationship management - ✔✔B.Brand equity
✔✔Through _______, the service firm trains and motivates its customer-contact
employees and supporting service people to work as a team to provide customer
satisfaction
ANSWERS SET A+
✔✔T/F: In conducting a geographical segmentation, a company needs to pay attention
to geographical differences in needs and wants. - ✔✔True
✔✔T/F: In segmenting the market, marketers should choose a single approach among
geographical, demographic, psychographic and behavioral segmentations - ✔✔False
✔✔T/F: In marketing, products mean the tangible objects that can be offered in a
markets for attention, acquisition, use or consumption that might satisfy a need or want.
- ✔✔False
✔✔T/F: Quality of service products depends on who provides them and when, where
and how - ✔✔True
✔✔T/F: Specialty products are products purchased for further processing or for use in
conducting a business - ✔✔False
✔✔T/F: When the costs of developing and introducing the product are low, it might be
wise for a company to do little or no test marketing - ✔✔True
✔✔T/F: When product price is increased, the break-even volume is decreased -
✔✔True
✔✔T/F: When a margin per unit is small (e.g. Product price $1,000 and Margin per unit
$30), small change of price can affect greatly to margin - ✔✔True
✔✔Total set, Awareness set, _________ set, Choice set
A.consideration
B.multiple
C.experience
, D.favorite
E.desire - ✔✔A.Consideration
✔✔When customers have a low involvement in a purchase but perceive significant
brand differences, they will most likely engage in______
A.complex buying behavior
B.dissonance-reducing buying behavior
C.habitual buying behavior
D.variety-seeking buying behavior
E.none of the above - ✔✔D.variety seeking buying behavior
✔✔Which one is NOT the function of marketing objectives?
A.communication and coordination device
B.guide for situation analysis
C.criterion for marketing decision
D.evaluation tool
E.all of the above are the functions of marketing objectives - ✔✔B.guide for situation
analysis
✔✔Segmentation and targeting are needed because companies have_____
A.limited resources
B.limited marketing information
C.limited usages of media
D.limited product knowledge
E.limited industry experience - ✔✔A.limited resources
✔✔In evaluating different market segments for targeting, which factor should a firm
examine?
A.segment size
B.segment growth
C.level of competition
D.match with corporate objectives
E.all of the above - ✔✔E.all of the above
✔✔_______ includes brand loyalty, awareness, quality perception and image
association
A.brand positioning
B.brand equity
C.brand identity
D.brand satisfaction
E.customer relationship management - ✔✔B.Brand equity
✔✔Through _______, the service firm trains and motivates its customer-contact
employees and supporting service people to work as a team to provide customer
satisfaction
