Marketing Exam Questions with Answers
(1)Intense growth can take place when current products and current
markets have the potential for increasing sales. What is a strategy for
intense growth?
a. Market penetration.
b. Field study.
c. Horizontal diversification.
d. Concentric diversification.
(2)The forces of the marketing environment include…
a. Political, legal and regulatory, sociocultural, technological, economic
and competitive
b. Sociocultural, legal, regulatory, economic and competitive
c. Legal, regulatory, political and sociocultural
d. Competitive and noncompetitive forces that affect most lifestyles
(3)The micro marketing environment consists, among others, of:
a. PEST or PESTLE forces
b. The general population
c. Suppliers, Direct Competitors, Buyers, Publics
d. Personal characteristics, Situational factors, Demographics
(4)Pepsi’s Pepsi-Max Cherry is an example of:
a. Market Development
b. Product Development
c. Market Penetration
d. Diversification
(5)The company TARGETIT offers products or services to a number of
market segments and develops separate marketing strategies for each
segment. What targeting strategy does it use?
a. Undifferentiated marketing
b. Differentiated marketing
c. Multiple segment targeting
d. Customized marketing
, (6)When evaluating market segments, assessment of competitors is
important because:
a. Competition is generally not a major problem as long as a marketer
is aware of it
b. Sales estimates may cause a segment to appear to be profitable, but
there may be several competitors that together have a large share
of that segment
c. An absence of competitors usually creates difficulties in accurately
measuring segment sales potential
d. It is difficult to segment a market when it has multiple competitors
(7)A point of parity (PoP) for BMW could be:
a. German quality
b. Premium vehicles
c. Worldwide presence
d. Presence in USA
(8)According to Joya Kemper (lecture 8), making the company Coca-Cola
responsible for taking back its plastic bottles is an example of:
a. Product stability
b. Product stewardship
c. Brand peace
d. Technical innovation
(9)When using mechanical or electronic approaches to evaluate customer
behavior in shops you are using:
a. Internal data
b. External data
c. Observational data
d. Secondary data
(10) What is not a source of customer insights:
a. Market intelligence
b. Service staff feedback
c. Competitive information
d. Service center return merchandise authorizations (RMAs)
(1)Intense growth can take place when current products and current
markets have the potential for increasing sales. What is a strategy for
intense growth?
a. Market penetration.
b. Field study.
c. Horizontal diversification.
d. Concentric diversification.
(2)The forces of the marketing environment include…
a. Political, legal and regulatory, sociocultural, technological, economic
and competitive
b. Sociocultural, legal, regulatory, economic and competitive
c. Legal, regulatory, political and sociocultural
d. Competitive and noncompetitive forces that affect most lifestyles
(3)The micro marketing environment consists, among others, of:
a. PEST or PESTLE forces
b. The general population
c. Suppliers, Direct Competitors, Buyers, Publics
d. Personal characteristics, Situational factors, Demographics
(4)Pepsi’s Pepsi-Max Cherry is an example of:
a. Market Development
b. Product Development
c. Market Penetration
d. Diversification
(5)The company TARGETIT offers products or services to a number of
market segments and develops separate marketing strategies for each
segment. What targeting strategy does it use?
a. Undifferentiated marketing
b. Differentiated marketing
c. Multiple segment targeting
d. Customized marketing
, (6)When evaluating market segments, assessment of competitors is
important because:
a. Competition is generally not a major problem as long as a marketer
is aware of it
b. Sales estimates may cause a segment to appear to be profitable, but
there may be several competitors that together have a large share
of that segment
c. An absence of competitors usually creates difficulties in accurately
measuring segment sales potential
d. It is difficult to segment a market when it has multiple competitors
(7)A point of parity (PoP) for BMW could be:
a. German quality
b. Premium vehicles
c. Worldwide presence
d. Presence in USA
(8)According to Joya Kemper (lecture 8), making the company Coca-Cola
responsible for taking back its plastic bottles is an example of:
a. Product stability
b. Product stewardship
c. Brand peace
d. Technical innovation
(9)When using mechanical or electronic approaches to evaluate customer
behavior in shops you are using:
a. Internal data
b. External data
c. Observational data
d. Secondary data
(10) What is not a source of customer insights:
a. Market intelligence
b. Service staff feedback
c. Competitive information
d. Service center return merchandise authorizations (RMAs)
