Introduction to Marketing Solved Exam Questions
Course Introduction
Introduction to Marketing provides students with a foundational understanding of key marketing concepts, strategies, and practices used by organizations to create value for customers and achieve business objectives. The course covers topics such as market research, consumer behavior, segmentation and targeting, the marketing mix (product, price, place, promotion), branding, and digital marketing. Through real-world examples and case studies, students will develop analytical and problem-solving skills essential for effective marketing decision-making in a competitive and evolving global marketplace.
Recommended Textbook
Foundations of Marketing 5th Edition by John Fahy
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12 Chapters
1403 Verified Questions
1403 Flashcards
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Page 2
Chapter 1: The Nature of Marketing
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161 Verified Questions
161 Flashcards
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Sample Questions
Q1) Four core forms of customer value have been identified. These are price value, performance value, emotional value and _______ value.
A)relational
B)rational
C)cost
D)relative
Answer: A
Q2) The traditional marketing mix consists of?
A)7 P's
B)4 P's
C)4 C's
D)7 C's
Answer: B
Q3) Marketing objectives need to be SMART. This means that they should be _______.
A)specific, measurable, achievable, realistic and timed
B)specific, monitored, actionable, realistic and timed
C)strategic, measurable, achievable, reported and taxing
D)strategic, monitored, actionable, reported and timed
Answer: A
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Page 3
Chapter 2: The Global Marketing Environment
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126 Verified Questions
126 Flashcards
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Sample Questions
Q1) When monitoring and analysing the marketing environment, what are the two key decisions to be made?
A)What to scan and how to organize the activity
B)How to find information and how to analyze it
C)What to research and what information to ignore
D)All of the above
Answer: A
Q2) Which best describes the distinction between ethics and laws?
A)Ethics concern moral principles, while laws reflects society's principles and standards
B)Ethics concern society's principles and standards, while laws concern moral principles
C)Ethics are enforceable in the courts, whereas laws are not
D)All unethical practices bare illegal and all unlawful activities are illegal
Answer: A
Q3) Radical strategic positioning refers to companies who fundamentally change the direction of their entire business.
A)True
B)False
Answer: True
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4
Chapter 3: Understanding Customer Behaviour
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) The occupational grade "1" category identified by NSSEC refers to which of the following?
A)Semi-routine occupations
B)Intermediate occupations
C)Lower supervisory and technical occupations
D)Higher managerial and professional occupations
Answer: D
Q2) When a consumer repeat buys the same product with little or no evaluation of alternatives it is called which of the following?
A)Limited problem solving
B)Habitual problem solving
C)Extended problem solving
D)Regular problem solving
Answer: B
Q3) Extended problem solving is usually associated with:
A)The alternatives being differentiated and numerous
B)Having an adequate amount of time available for deliberation
C)The purchase having a high degree of involvement
D)All of the above
Answer: D
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Chapter 4: Marketing Research and Customer Insights
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134 Verified Questions
134 Flashcards
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Sample Questions
Q1) The gathering of data and information on the market is called which of the following?
A)Marketing research
B)Data mining
C)Marketing surveys
D)Data collection
Q2) Market research findings should be _______. This means that similar findings would be found if the study was repeated.
A)valid
B)reliable
C)impactful
D)viable
Q3) Which of the following are examples of mechanical observation?
A)Eye tracking technology
B)Video recording
C)Facial image software
D)All of the above
Q4) A research proposal is a written document stating the client's requirements.
A)True
B)False
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Chapter 5: Market Segmentation, Targeting and Positioning
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) Which of the following is a useful base for segmenting organizational markets?
A)Behavioural factors
B)Organizational psychographics
C)Organizational size
D)Organizational marketing
Q2) ACORN, a segmentation analysis technique, stands for which of the following?
A)A Corresponding Official Residential Notation
B)A Classification of Reported Nationals
C)A Classification of Residential Neighbourhoods
D)A Countrywide Official Resources Navigation
Q3) What is the major strength of geodemographics?
A)Groups customers into segments
B)Links buyer behaviour to customer groups
C)Pinpoints potential interested customers
D)Breaks down a country into smaller segments
Q4) Which of the following is required when constructing a perceptual map?
A)Identify a set of competing brands
B)Identify the important attributes consumers use when choosing between brands
C)Get consumers to score each brand on all the key attributes
D)All of the above are required
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Chapter 6: Value Through Products and Brands
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Test marketing involves the launch of the new product on a nationwide basis for a limited time.
A)True
B)False
Q2) The General Electric (GE) matrix, assumes that market attractiveness is influenced by which factor?
A)Market size
B)Competitor strengths
C)Competitor weaknesses
D)All influence market attractiveness
Q3) Which of the following is an example of the use of combination brand names?
A)Daz
B)Kellogg's
C)Levi's
D)Sprite
Q4) The end of the maturity period is often associated with competitive shake-out whereby weaker suppliers cease production.
A)True
B)False
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Chapter 7: Value Through Services, Relationships and Experiences
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) When there is a gap between senior management perceptions and the service level criteria that they set for the organization, this gap may be closed by ensuring that _______ service goals are an important part of the organizations's targets.
A)competitor
B)staff
C)company
D)customer
Q2) The second step in a service recovery process is to:
A)Encourage learning so that service recovery problems are identified and corrected
B)Train and empower staff to respond to customer complaints
C)Set up a tracking system to identify system failures
D)None of the above
Q3) The pricing of services provided by non-profit organizations tends to follow the guidelines applicable to profit-orientated pricing.
A)True
B)False
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9
Chapter 8: Value Through Pricing
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Pricing strategies which have a strong internal orientation are usually which of the following?
A)Market based
B)Competitor based
C)Cost based
D)Customer based
Q2) The amount a customer would have to pay to make the total life cycle costs of a new and a reference product the same is referred to as which of the following?
A)Referral Pricing
B)Lifecycle costs
C)Economic value to customer
D)Trade off analysis
Q3) Price setting and price management influences which of the following?
A)Fixed costs
B)Marginal costs
C)Profitability
D)Average costs
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10
Chapter 9: Distribution: Delivering Customer Value
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) Which of the following is a factor used in deciding store location?
A)The level of existing traffic (pedestrian and/ or vehicular) passing the site and parking provision
B)The presence of competition, planning restrictions
C)The opportunity to form new retailing centres with other outlets
D)All of the above are considered when deciding store location
Q2) Which of the following companies deploy the direct selling approach?
A)Coca Cola
B)Gillette
C)Avon
D)L'Oreal
Q3) Which of the following is a possible motivator for channel members?
A)Provision of resource support
B)Development of strong work relationships
C)Provision of territorial exclusivity
D)All of the above are possible motivators
Q4) Channel and physical distribution decisions are inter-related, although physical distribution decisions tend to be made earlier.
A)True
B)False
11
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Chapter 10: Integrated Marketing Communications 1: Mass Communications Techniques
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) Which of the following correctly outlines the sequence of stages involved in developing an Integrated Marketing Communications (IMC) campaign?
A)Marketing strategy, positioning strategy, communication decisions, execute IMC strategy, evaluate IMC strategy
B)Positioning strategy, marketing strategy, communication decisions, execute IMC strategy, evaluate IMC strategy
C)Marketing strategy, communication decisions, positioning strategy, execute IMC strategy, evaluate IMC strategy
D)Positioning strategy, communication decisions, marketing strategy, execute IMC strategy, evaluate IMC strategy
Q2) Developing an Integrated Marketing Communications (IMC) campaign involves making decisions about what to say (message decisions) and where to say it (________).
A)media decisions
B)geographic decisions
C)location decisions
D)distribution decisions
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Page 12
Chapter 11: Integrated Marketing Communications 2: Direct Communications Techniques
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67 Verified Questions
67 Flashcards
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Sample Questions
Q1) What does SMS stand for?
A)Sophisticated mailing system
B)Short messaging service
C)Seminal mobile system
D)None of the above
Q2) What is the final stage in a direct marketing campaign?
A)Identification of the target audience
B)Media decisions
C)Execute and evaluate campaign
D)None of the above
Q3) The origins of direct marketing lie in:
A)telemarketing.
B)direct mail.
C)electronic media.
D)none of the above.
Q4) Which of the following is not a characteristic of personal selling?
A)Interactive
B)Adaptable
C)Complex
D)All of the above are characteristics of personal selling
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Chapter 12: Digital Marketing
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Website usability refers to the effectiveness, efficiency and _______ with which specified users achieve specified goals in particular environments.
A)cost
B)value
C)support
D)satisfaction
Q2) Online research methods answer questions about _______.
A)what people do
B)what people say
C)how much and how many consumers purchase
D)all of the above
Q3) It is important when designing a website to ensure that it is _______ i.e. that the user can complete their task online easily.
A)viable
B)usable
C)reliable
D)liable
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