Chapter 2 - The Marketing Context

The internal environment includes:
1. objectives and resources
2. shareholders
3. culture and structure
4. all of the above
Public sector organisations' stakeholders include:
1. school children
2. prisoners
3. taxpayers
4. all of the above
Small businesses are characterised by:
1. formalised marketing planning
2. sophisticated marketing campaigns
3. evolutionary activity
4. integrated campaigns
Product managers have responsibility for:
1. product, price, promotion, distribution
2. advertising, promotion, placement perception
3. market research, direct marketing, profit, place
4. product, price, promotion, packaging
Stakeholders are groups of people or individuals who:
1. own part of the organization
2. are affected directly by the performance of the organization
3. are lobbying the organization to get their views heard
4. are affected directly or indirectly by the performance of the organization
The structure of the population is referred to as:
1. demography
2. geography
3. culture
4. sociology
Which is not an example of an intermediary?
1. Suppliers
2. Sales agents
3. Wholesalers
4. Retailers
Competition comes from:
1. substitute products
2. direct rivals
3. both of these
4. neither of these
Smiths crisps failed because they failed to respond to environmental changes. The main factor was change in
1. demography
2. attitudes
3. distribution
4. packaging
Electronic Point of Sales data allows retailers to:
1. issue appropriate coupons
2. segment the market
3. re-order stock
4. all of these

Chapter 2 - The Marketing Context

Quiz