Multiple Choice
Identify the
letter of the choice that best completes the statement or answers the question.
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1.
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The
process of producing a single product that everyone will want is called: a. | Niche
marketing. | c. | Micromarketing. | b. | Mass marketing. | | | | |
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2.
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Which
of the following statements is not true? a. | As the number of customers rises, profit margin per customer
tends to fall. | c. | As the level of
resources falls, economies of scale fall. | b. | As the number of customers rises, economies of scale
rise. | | | | |
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3.
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‘Benefits sought’ is an example of: a. | Behavioural
segmentation. | c. | Geographical
segmentation. | b. | Psychographic segmentation. | | | | |
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4.
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What
does ACORN stand for? a. | Association of Creative Owners of Regional
Networks. | c. | Area
Classification of Rich Neighbours. | b. | A Classification of Residential
Neighbourhoods. | | | | |
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5.
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Ethnicity is an example of: a. | Behavioural segmentation. | c. | Geographic segmentation. | b. | Demographic
segmentation. | | | | |
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6.
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Which
of the following is NOT one of the VALs lifestyles? a. | Belongers. | c. | Quitters. | b. | Sustainers. | | | | |
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7.
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People whose main drive comes from seeking the respect of others are
called: a. | Inner-directed. | c. | Outer-directed. | b. | Respect-directed. | | | | |
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8.
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Lifestyle is an example of: a. | Psychographic segmentation. | c. | Demographic segmentation. | b. | Behavioural
segmentation. | | | | |
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9.
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Which
of the following is NOT a method of segmenting industrial markets? a. | Personal
characteristics. | c. | Purchasing
situation. | b. | Behavioural characteristics. | | | | |
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10.
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Which
of the following is NOT an element in targeting for industrial markets? a. | Future
attractiveness. | c. | Profitability. | b. | Firm strategy. | | | | |
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11.
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Which
of the following is NOT a generic factor in positioning products? a. | Service. | c. | Value for money.
| b. | Profit. | | | | |
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12.
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What
are the four Cs of positioning? a. | Clarity, composition, consistency and
competitiveness. | c. | Clarity,
conditioning, composition and competitiveness. | b. | Clarity,
credibility, consistency and competitiveness. | | | | |
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13.
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If a
current position becomes untenable due to competitive pressure or changes in customer tastes, firms
might: a. | Reposition. | c. | Retaliate. | b. | Withdraw. | | | | |
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14.
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A
firm which is happy to purchase from outside their domestic markets, but which tend to have global
control of purchasing from their national headquarters are called: a. | Global
customers. | c. | Multinational
global customers. | b. | National global customers. | | | | |
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15.
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Firms
which have purchased the product for the first time within the last 90 days are
called: a. | First time
prospects | c. | Sophisticates.
| b. | Novices. | | | | |
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