These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
Marketing is essentially about selling goods and services.
A true marketing orientation is linked to increased competition and to more rational approaches in management.
Organizational marketing involves promoting goods and services by emphasising the quality and reputation of the firm.
Globalization has meant that global products can be marketed in much the same way around the world.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
Societal marketing involves the marketing of ethical goods and environmentally friendly packaging.
Societal marketing involves government initiatives to improve education, health and social welfare.
Societal marketing involves promoting tourism in a particular region.
Societal marketing involves producing goods and services only at the request of consumers.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
Market research is primarily involved in testing whether potential customers react favourably to a new product.
A focus group is a small group of consumers or potential customers who are brought together to establish customer reaction to a product.
Market research is predominantly and internal activity examining customer reaction to the firm and its products and services.
Free delivery should be part of any product offering and has been shown to increase sales in most cases.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
Most markets are highly differentiated into a number of market segments.
A profitable strategy for most companies involves offering a large number of products and services to many different market segments.
Different aspects of the marketing mix can be manipulated in different ways for different segments of the market to enhance sales.
Repositioning usually involves going down-market to appeal to a wider customer base.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
Targeting involves developing products and services to meet the demands of a particular market segment.
Targeting is about developing niche products for niche markets.
Positioning involves getting the maximum exposure for your product in a particular segment.
Positioning is a particular technique developed in retail management to ensure maximum exposure of products.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
Branding is most important for retail goods.
It is very difficult to brand an entire organization.
A brand can be many things at the same time: for example, a product, a person, an organization and a symbol.
Branding is much more a feature of design and packaging than it is of promotion.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
A brand can increase sales but rarely adds to the overall value of the company.
Relatively few consumers exhibit brand loyalty over time.
Organizing a firm’s structure around competing brands will inevitably lead to conflict.
Having a distinctive brand can often result in increased exposure in retail outlets.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
The main reason for a firm to have a number of brands within the same product market is to spread the risk.
Generic brands refer to a type of brand that covers a wide range of different products as with the Ralph Lauren brand.
The key purposes of branding are product differentiation and customer attraction.
A strong brand established in one product market is an obstacle to a firm wishing to expand in a different market.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
The product offering focuses upon the function of the product or service.
The product offering focuses upon design and appearance.
The product offering focuses upon how customers see the physical product.
The product offering focuses upon a number of different factors including function, packaging and after-sales service.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
A product line refers to the process of developing and producing goods and services for the consumer.
A product line refers to a number of variations of the same product.
A product mix refers to a number of variations of the same product.
A product mix refers to modular products that can be put together in different ways using the same components.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
The product-life cycle enables managers to predict with some accuracy when new products need to be introduced into the market.
The product-life cycle enables managers to predict with some accuracy when invest in advertising or price changes can increase sales.
The product-life cycle is only a crude guide to marketing strategy as different products have highly variable profiles.
The product-life cycle has been replaced as a useful planning aid by the process life cycle.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
The four phases of the product life cycle, introduction, growth, maturity and decline, apply in roughly the same way to all products.
During the growth phase of the product life cycle high profits can be made by pioneering firms.
The product life cycle model offers a rigorous analysis of product market behaviour and is an essential tool in product planning.
The product life cycle model is a useful tool to indicate where promotion and price strategies can be used to halt declining sales. However, the model has little use in product design.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
A fall in price will invariably lead to an increase in demand for a product.
Prices are best set by establishing the true cost of production and then applying a standard mark-up.
Exchange rates influence prices and hence the sales volume of international goods. However, other factors, such as distribution and management decisions will also influence sales.
Price setting is a rational exercise involving the consideration of a number of variables such as cost, consumer choice, the state of the economy and so on.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
Personal selling usually focuses on getting customers to buy goods they did not think they needed.
Personal selling is essentially a bargaining process between seller and buyer.
Personal selling is an important component in the promotion of most goods and services.
Personal selling refers to the marketing of people as in politics or as a brand.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
Advertising is the most common form of promotion used in the retail industry.
A big advertising campaign in the national press is probably the most appropriate method that a supermarket chain can use to announce price cuts on a number of items.
Below the line advertising relates to that advertising that focuses on sending subliminal messages to the consumer.
The growth of direct marketing is associated with developments in e-commerce.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
Theories of buyer behaviour can never offer a complete explanation due to the complexities of the purchase decision.
For all types of product, early adopters tend to be younger, more affluent and more cosmopolitan than the national average.
A proven link exists between customer satisfaction and repeat purchases.
The use of loyalty cards is a key strategy in increasing customer satisfaction and customer loyalty.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
With high demand in times of economic prosperity many firms reduce prices to counter competition.
In a recession product utility and the perceived value of goods and services become more important.
There is no relationship between economic health and expenditure on advertising.
Firms tend to increase advertising expenditure in a recession to boost sales.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
Consumerism is exclusively a phenomenon associated with the affluent middle classes.
Consumerism is largely a media phenomenon and has little impact of the decision-making process in organizations.
The law plays a more significant role than do consumer groups in protecting the public against dishonest traders.
The consumer movement in many countries has been instrumental in getting laws changed to give the public greater protection in consumer affairs.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
Advertising featuring ‘so-called’ experts is mainly used by firms in Anglo-Saxon systems.
Compared to the UK and the USA, Japanese firms spend much less on advertising.
Marketing in Germany tends to stress product development for manufactured goods but price and value for money in some retail sectors.
Advertising that compares one product against another is closely controlled by law in the USA.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
Organizing the marketing function around products is much more common than organizing around markets.
Organizing the marketing function around markets is much more common than organizing around products.
Organizing the marketing function around the specific needs of a customer group can be effective in certain types of market.
Organizing the marketing function around the specific needs of a customer group is the most effective approach to marketing since it follows the definition of ‘true’ marketing.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
Many firms restrict their business unnecessarily by focusing narrowly on the product rather than on what the market needs.
The relationship between operations and marketing is one of inevitable conflict. Operations management focuses on operating efficiency, whilst marketing focuses on satisfying customer needs.
Skimming is a pricing strategy that literally skims the market by offering products at a price slightly higher than cost.
Most people are now happy to use the Internet to make a wide range of purchases.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
A marketing strategy that offers different products to different market segments is high cost due to fragmentation and duplication of effort.
A marketing strategy that offers different products to different market segments can confuse the market and result in reduced sales.
A marketing strategy that offers different products to different market segments makes efficient use of resources by targeting likely buyers.
A marketing strategy that offers different products to different market segments misses sales by having too rigid a view of the market.
These questions are designed to test your understanding of the material contained within each chapter. For each question you are given a choice of 4 statements. Only one of these statements is correct.
The most effective advertising budget is based on setting advertising expenditure as a proportion of historical sales revenue.
The most effective advertising budget is based on industry or sector norms derived from the expenditure of a firm’s major competitors.
Evaluating the impact of a television advertising campaign on sales is relatively easy when the advertisement is only shown in one country.
Evaluating the impact of a television advertising can be difficult due to the possible contribution to sales of other types of promotion that usually accompany a marketing campaign.