Applied Marketing Solved
Exam Questions
Course Introduction
Applied Marketing explores the practical implementation of marketing strategies and concepts in real-world business environments. The course covers essential topics such as market research, consumer behavior, segmentation, targeting and positioning, branding, digital marketing, and the marketing mix. Students will engage in case studies, hands-on projects, and simulations to develop actionable marketing plans, analyze market opportunities, and apply innovative solutions. Emphasizing data-driven decision-making, the course prepares students to effectively address dynamic challenges in diverse industries by translating marketing theory into practice.
Recommended Textbook
Principles of Marketing 7th AUSTRALIAN Edition by Gary Armstrong
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14 Chapters
2302 Verified Questions
2302 Flashcards
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Page 2
Chapter 1: Marketing: Creating and Capturing Customer Value
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142 Verified Questions
142 Flashcards
Source URL: https://quizplus.com/quiz/29418
Sample Questions
Q1) Selecting which segments of a population of customers to serve is called
A)market segmentation
B)market positioning
C)customisation
D)target marketing
E)choosing a value proposition
Answer: D
Q2) The two fold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction.
A)True
B)False
Answer: True
Q3) In its broadest sense,customer relationship management (CRM)is a customer data management activity.
A)True
B)False
Answer: False
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Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Engagement, value and Relationships
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163 Verified Questions
163 Flashcards
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Sample Questions
Q1) Which of the following is a useful tool for identifying growth opportunities?
A)the BCG matrix
B)the business portfolio
C)the product / market expansion grid
D)the value chain
E)the value delivery network
Answer: C
Q2) The best known product portfolio planning method was developed by ________.
A)Philip Kotler & Associates
B)Harvard University
C)Carlton Consulting Group
D)Boston Consulting Group
E)General Electric
Answer: D
Q3) A major resources firm has just developed a formal statement of its purpose.This firm has put together a mission statement.
A)True
B)False
Answer: True
Page 4
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Chapter 3: The Marketplace and Customers: Analysing the Environment
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163 Verified Questions
163 Flashcards
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Sample Questions
Q1) The ________ consists of the forces close to the organisation that affect its ability to serve its customers - the organisation,marketing channel firms,customer markets,competitors and publics.
Answer: microenvironment
Q2) The youngest of the baby boomers are now in their ________.
A)late 20s
B)mid-20s
C)mid-40s
D)early 50s
E)early 60s
Answer: D
Q3) Australians are very mobile.About 40% of Australians move every ________ years.
A)2
B)5
C)10
D)15
E)20
Answer: B
Q4) ________ beliefs and values are more open to change than core beliefs.
Answer: Secondary
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Chapter 4: Marketing Analytics: Gaining Customer Insights
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172 Verified Questions
172 Flashcards
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Sample Questions
Q1) Data that consists of information that already exists somewhere and was collected for an alternate purpose is known as ________ data.
Q2) A company wants to collect research data through mechanical instruments.The three typical methods are video cameras,checkout scanners and internet surveys.
A)True
B)False
Q3) Studies involving a small number of individuals,such as focus groups or in-depth one-on-one interviews,are known as ________ research.
Q4) It is most accurate to say that secondary data are ________.
A)collected mostly via surveys
B)expensive to obtain
C)not always very usable
D)never purchased from outside suppliers
E)always necessary to support primary data
Q5) Customer data is at the heart of predicative analytics.
A)True
B)False
Q6) Briefly explain the difference between predictive analytics and forecasting.
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Chapter 5: Buyer Behaviour: Understanding Consumer and Business Buyers
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167 Verified Questions
167 Flashcards
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Sample Questions
Q1) Which of the following statements about male grocery-shoppers is true?
A)They account for more than half of all shopping.
B)They tend to be 'mission shoppers'
C)They prefer separate online and in-store experiences
D)They spend money on impulse buys such as sweets and magazines.
E)They spend less overall because they incorporate technology in to their shopping experience
Q2) According to some commentators,________ may not be a good basis for developing marketing strategies since Australians have difficulty placing themselves within such groups,and in any event the groups are so large as to make them ineffective as market segments.
A)cultural groups
B)generational segments
C)subcultures
D)demographic segments
E)social classes
Q3) Buyer and seller are less dependent upon each other in the business buying process than in the consumer buying process.
A)True
B)False
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Chapter 6: Customer-Driven Marketing Strategy: Creating
Value for Target Customers
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191 Verified Questions
191 Flashcards
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Sample Questions
Q1) A market rarely exists for products that offer less and therefore cost less.
A)True
B)False
Q2) In planning their differentiation and positioning strategies,marketers often prepare ________ ________ ________,which show consumer perceptions of their brands versus competing products on important buying dimensions.
Q3) LaGrange Florists segments markets into groups of nonusers,ex-users,potential users,first-time users and regular users of its flowers and services.This firm uses usage rate as the segmentation approach.
A)True
B)False
Q4) Using ________,companies tailor their marketing programs to the needs and wants of narrowly defined geographic,demographic,psychographic,behaviour or benefit segments.
Q5) Developing a stronger position within several segments creates more total sales than undifferentiated marketing across all segments.
A)True
B)False
Q6) Why do international markets need to be segmented?
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Chapter 7: Products, services and Brands: Offering
Customer Value
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173 Verified Questions
173 Flashcards
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Sample Questions
Q1) The strongest brands go beyond attributes or benefit positioning;they are positioned on ________.
A)desirable benefit
B)good packaging
C)service inseparability
D)strong beliefs and values
E)customer image
Q2) The service-profit chain is the set of all product lines and items that a particular seller offers for sale.
A)True
B)False
Q3) Products that the customer either does not know about or knows about but does not think of buying are known as ________ products.
Q4) Describe the functions of product labelling.
Q5) How does a product-line manager arrive at the optimum length for a product line? Briefly describe the strategies that can be used to create a product line with the optimum length.
Q6) When a brand loses the trust it has engendered,its ________ soon declines.
Q7) Explain how a florist might engage in line stretching and line filling.
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Chapter 8: New Products: Developing and Managing Innovation
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172 Verified Questions
172 Flashcards
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Sample Questions
Q1) Sony Music is conducting a business analysis to determine which of the many new songs available to management should be released.Estimates of sales must be prepared before costs can be estimated.Which of the following did your text recommend for forecasting sales?
A)considering the history of market opinions
B)conducting surveys of competitors
C)considering the sales history of similar products and conducting surveys of market opinions
D)applying the PLC concept
E)None of the above.
Q2) New product development starts with ________.
A)idea generation
B)idea screening
C)concept development
D)concept testing
E)test marketing
Q3) New product development begins with a systematic search for new product ideas in a process known as idea generation.
A)True
B)False
Page 10
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Chapter 9: Pricing: Capturing Customer Value
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167 Verified Questions
167 Flashcards
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Sample Questions
Q1) During difficult economic times,companies are often tempted to cut prices.However,any decision to cut prices should raise a number of important questions.Which of the following is NOT a question that would normally be considered when confronted with a decision to lower prices?
A)Will deep discounts tarnish the brand?
B)How will prices be raised when the economy improves?
C)How will the company deal with narrower margins?
D)How much promotional support is required to communicate lower prices?
E)How will the competitors react?
Q2) Price is the only element in the marketing mix that produces ________.
A)revenue
B)variable costs
C)expenses
D)fixed costs
E)stability
Q3) Under ________ competition,the market consists of many buyers and sellers trading in a uniform commodity.
Q4) ________ pricing is a price-adjustment strategy in which the company sets different prices for different customers,product forms,places or times.
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Chapter 10: Placement: Customer Value Fulfilment
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147 Verified Questions
147 Flashcards
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Sample Questions
Q1) A company using just-in-time (JIT)logistics carries only small inventories and uses sophisticated forecasting along with flexibly delivery so that supplies of new stock arrive only when they are needed.
A)True
B)False
Q2) Every night at about 1:00 am,a shift worker stops by the 7-11 store near her house.She often buys milk or bread while she's there,even though the prices at the 7-11 are higher than at her local Woolworths supermarket.The 7-11 is an example of a ________.
A)specialty store
B)superstore
C)warehouse store
D)convenience store
E)combination store
Q3) A shopping centre is a group of retail businesses planned,developed,owned and managed as a unit.
A)True
B)False
Q4) Why are multichannel distribution systems gaining popularity today?
Q5) Briefly outline how channel members add value to a marketing system.
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Chapter 11: Communicating Customer Value: Advertising and Public Relations
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172 Verified Questions
172 Flashcards
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Sample Questions
Q1) Which promotional mix strategy directs marketing efforts toward final consumers?
A)push
B)blitz
C)pull
D)buzz
E)pulse
Q2) Logos,stationery,brochures,signs,business forms,business cards,buildings,uniforms and company trucks are all examples of ________ that help a company create an identity the public immediately recognises.
A)direct marketing
B)social marketing
C)public service activities
D)corporate identity materials
E)special events
Q3) Although some media research companies such as Nielsen are beginning to measure levels of television ________ ________,such measures are hard to come by for most media.
Q4) The four principal metrics used to measure media effectiveness in current use are ________,________,________ and ________.
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Chapter 12: Personal Selling and Sales Promotion: Creating
Value in Relationships
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174 Verified Questions
174 Flashcards
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Sample Questions
Q1) 'Personal selling' is the interpersonal component of the promotion mix.
A)True
B)False
Q2) Companies that use a customer salesforce structure organise their salespeople by
A)product or brand
B)territory or region
C)customer or industry
D)demand
E)specialty knowledge
Q3) Members of a company's ________ conduct business from their offices through the telephone,the internet or visits from customers.
A)outside salesforce
B)inside salesforce
C)complex salesforce
D)customer salesforce
E)product salesforce
Q4) ________ rewards are cash,merchandise or service rewards offered to consumers who make continual use of a company's products.
14
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Chapter 13: Direct and Digital Marketing: Interactivity and Fulfilment
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133 Verified Questions
133 Flashcards
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Sample Questions
Q1) In assessing database marketing performance,marketers are advised to
A)use 'average purchases' across all accounts
B)not use 'average purchases' but talk about individual accounts
C)award points to criteria such as recency of purchase,frequency of purchase and monetary value of purchase to identify worthwhile accounts
D)avoid schemes that award points to criteria such as recency of purchase,frequency of purchase and monetary value of purchase to identify worthwhile accounts
E)B and C only
Q2) When a marketer pays a large sum of money to ensure that a search engine such as Google lists a given website at the top or side of the listings on a predetermined search word,this is known as ________.
A)paid inclusion
B)contextual search
C)paid listings
D)site optimisation
E)meta-tagging
Q3) The number of files requested by guests to a web page are known as ________.
Q4) Databases may take one of three forms-network,relational or ________.
Page 15
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Chapter 14: Sustainable Marketing: Social Responsibility, ethics and Legal Compliance
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166 Verified Questions
166 Flashcards
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Sample Questions
Q1) Examples of 'pleasing products' include ________.
A)cigarettes and junk food
B)dental services and medications
C)seat belts and air bags
D)fruits and vegetables
E)pharmaceutical medicines
Q2) Critics charge that high advertising and promotion costs unnecessarily increase retail prices.Marketers would most likely respond to this criticism by arguing that advertising adds ________.
A)only psychological value
B)value by providing information about product availability and merits
C)quality to the product
D)functional value to the product
E)economic value to the product
Q3) Legal education programs dealing with market rigging,group boycotts and price fixing concern relationships with ________.
Q4) List and discuss three common criticisms of marketing.For each criticism,state how you,as a marketer,might respond to the criticism.
Q5) Importantly,________ compliance is not a once-off affair.
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