MARKETING MANAGEMENT 214
EXAM PRACTICE QUESTIONS
MULTIPLE CHOICE │ TRUE OR FALSE
ESSAY QUESTIONS │ DISCUSSION QUESTIONS
CHAPTER 1 – 11, 13 & 15
, CHAPTER 1
AN OVERVIEW OF MARKETING
MULTIPLE CHOICE QUESTIONS
1. Sophie needs to set up a marketing planning framework for DSTV. What would the final step in the
process be? Reference: Pg. 2
a. Situation analysis
b. Marketing mix
c. Objectives
d. Target market
e. Competitive advantage
2. How can information about customer satisfaction be collected? Reference: pg. 4
i. Telephone interviews
ii. Analysing customer complaint data
iii. Re-evaluating the marketing objectives
iv. Repositioning the brand
v. Collecting information about customer needs
a. i, ii, iii
b. i, iv, v
c. iii, iv
d. i, ii, v
e. i, ii, iii, v
3. Sipho has noticed that there has been a decrease in overall customer satisfaction of his firm. What
is the best advice that you can give to Sipho? Reference: pg. 5
a. He needs to reposition his brand
b. Sipho should start with identifying the value of the firm’s products and services.
c. Redesign the marketing mix
d. Close down his company
e. Identify new target markets
4. What are the conditions of exchange? Reference: pg. 8
i. There must be at least two parties
ii. Each party must have something the other party values
iii. At least one party must be able to communicate and deliver the valuable
iv. Each party must be free to accept or reject the offer
v. Each party must want to deal with the other party
a. i, ii, iv, v
b. ii, iv, v
c. i, iii, v
d. i, ii, iii, iv, v
e. i, ii, iii
1
,5. During the production orientation, firms started: Reference: pg. 10
a. to focus on the needs of consumer
b. mass production
c. to improve the quality of products
d. use aggressive sales techniques due to higher production
e. to decrease their footprint on the environment
6. KFC’s Add Hope campaign, where R2 is donated to hungry children, is an example of _____.
Reference: pg. 13
a. Green marketing
b. Societal marketing
c. Environmental sustainability
d. Social capital
e. Yellow marketing
7. Airline’s frequent-flyer programmes are an example of which marketing orientation? Reference:
pg. 15
a. Production
b. Product
c. Consumer
d. Societal marketing
e. Relationship marketing
8. Why is it important for a firm to constantly be on the lookout for new opportunities? Reference:
pg. 20
a. To survive the competitive environment
b. So that competitors do not steal an idea
c. To be able to find a gap in the market
d. Maintain or improve market share
e. All of the above
9. Marketing myopia is the term used to describe: Reference: pg.22
a. Firms who are still operating under mass production
b. Management’s failure to recognise the scope of its business
c. Management’s failure to identify opportunities in the market
d. Management’s failure to include all employees in the identification of competitive
advantage
e. Management’s failure in identifying the value of its products or services
10. Which of the following is an example of indirect competitors? Reference: pg. 23
a. Coke and a bottle of water
b. Telkom and MTN
c. Toyota and Volkswagen
d. Dark chocolate and milk chocolate
e. Cotton On and Old Khaki
2
, 11. Which element is NOT part of the basic tasks of management? Reference: pg. 29
a. Planning
b. Promoting
c. Leading
d. Organizing
e. Controlling
12. There is much criticism towards marketing. Spatial separation refers to when: Reference: pg. 30
a. Consumers are not always ready to consume products when they have been produced
b. Producers produce where production cost is at its lowest, but consumer are widely
dispersed
c. Consumers are not able to reach all the products on higher shelves in retail stores
d. Producers only produce a narrow assortment of goods to a separate group of
consumers
e. Consumers disagree about the value of a product or service
3
EXAM PRACTICE QUESTIONS
MULTIPLE CHOICE │ TRUE OR FALSE
ESSAY QUESTIONS │ DISCUSSION QUESTIONS
CHAPTER 1 – 11, 13 & 15
, CHAPTER 1
AN OVERVIEW OF MARKETING
MULTIPLE CHOICE QUESTIONS
1. Sophie needs to set up a marketing planning framework for DSTV. What would the final step in the
process be? Reference: Pg. 2
a. Situation analysis
b. Marketing mix
c. Objectives
d. Target market
e. Competitive advantage
2. How can information about customer satisfaction be collected? Reference: pg. 4
i. Telephone interviews
ii. Analysing customer complaint data
iii. Re-evaluating the marketing objectives
iv. Repositioning the brand
v. Collecting information about customer needs
a. i, ii, iii
b. i, iv, v
c. iii, iv
d. i, ii, v
e. i, ii, iii, v
3. Sipho has noticed that there has been a decrease in overall customer satisfaction of his firm. What
is the best advice that you can give to Sipho? Reference: pg. 5
a. He needs to reposition his brand
b. Sipho should start with identifying the value of the firm’s products and services.
c. Redesign the marketing mix
d. Close down his company
e. Identify new target markets
4. What are the conditions of exchange? Reference: pg. 8
i. There must be at least two parties
ii. Each party must have something the other party values
iii. At least one party must be able to communicate and deliver the valuable
iv. Each party must be free to accept or reject the offer
v. Each party must want to deal with the other party
a. i, ii, iv, v
b. ii, iv, v
c. i, iii, v
d. i, ii, iii, iv, v
e. i, ii, iii
1
,5. During the production orientation, firms started: Reference: pg. 10
a. to focus on the needs of consumer
b. mass production
c. to improve the quality of products
d. use aggressive sales techniques due to higher production
e. to decrease their footprint on the environment
6. KFC’s Add Hope campaign, where R2 is donated to hungry children, is an example of _____.
Reference: pg. 13
a. Green marketing
b. Societal marketing
c. Environmental sustainability
d. Social capital
e. Yellow marketing
7. Airline’s frequent-flyer programmes are an example of which marketing orientation? Reference:
pg. 15
a. Production
b. Product
c. Consumer
d. Societal marketing
e. Relationship marketing
8. Why is it important for a firm to constantly be on the lookout for new opportunities? Reference:
pg. 20
a. To survive the competitive environment
b. So that competitors do not steal an idea
c. To be able to find a gap in the market
d. Maintain or improve market share
e. All of the above
9. Marketing myopia is the term used to describe: Reference: pg.22
a. Firms who are still operating under mass production
b. Management’s failure to recognise the scope of its business
c. Management’s failure to identify opportunities in the market
d. Management’s failure to include all employees in the identification of competitive
advantage
e. Management’s failure in identifying the value of its products or services
10. Which of the following is an example of indirect competitors? Reference: pg. 23
a. Coke and a bottle of water
b. Telkom and MTN
c. Toyota and Volkswagen
d. Dark chocolate and milk chocolate
e. Cotton On and Old Khaki
2
, 11. Which element is NOT part of the basic tasks of management? Reference: pg. 29
a. Planning
b. Promoting
c. Leading
d. Organizing
e. Controlling
12. There is much criticism towards marketing. Spatial separation refers to when: Reference: pg. 30
a. Consumers are not always ready to consume products when they have been produced
b. Producers produce where production cost is at its lowest, but consumer are widely
dispersed
c. Consumers are not able to reach all the products on higher shelves in retail stores
d. Producers only produce a narrow assortment of goods to a separate group of
consumers
e. Consumers disagree about the value of a product or service
3
