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MKT1003 Principles of Marketing

Mock Exam Questions

1. Mark E. Ting now has the buying power to purchase the Ferrari he has wanted for the last
one year. Mark E. Tings want has become a _______.
(a) need
(b) necessity
(c) demand
(d) luxury
(e) none of the above

(c) Easy

2. A marketing concept suggests that marketers ____________________.


(a) recognize that customer needs tend to be product based
(b) recognize that people dont want to be sold
(c) recognize that people are price sensitive
(d) all of the above
(e) (a) and (b) only

(b) Easy

3. Smart marketers look beyond the attributes of the products and services they sell. They
create brand _____ and brand _____ for consumers.
(a) awareness; preference
(b) recognition; preference
(c) meaning; preference
(d) meaning; experience
(e) knowledge; preference

(d) Challenging

4. Most firms practice the selling concept when they face ___________.
(a) a crisis
(b) a recession
(c) fierce competition
(d) overcapacity
(e) retrenchment

(d) Moderate

5. In Singapore, marketers are interested in how working women are changing the way
people eat out because they represent part of the __________ environment.
(a) publics
(b) demographics
(c) personality
(d) all of the above
(e) (b) and (c) only

(b) Easy
6. You are at the point of testing hypotheses about decreasing sales in certain markets and
their causes. You are involved in what type of research?
(a) Exploratory
(b) Descriptive
(c) Causal
(d) Market
(e) Focus

(c) Easy

7. A new product is a good, service, or idea that is perceived by some potential customers as
new. Our interest is in how consumers learn about products for the first time and make
decisions to buy them. This is called the _________.
(a) new product recognition
(b) adoption process
(c) variety-seeking buying behavior
(d) information search
(e) word-of-mouth effect

(b) Moderate

8. Shampoo marketers rate buyers as light, medium, or heavy product users. This is
_________ segmentation.
(a) user status
(b) usage rate
(c) benefit
(d) behavioral
(e) occasion

(b) Easy

9. Mary and Joseph are having a baby boy soon. To celebrate, they went to IKEA to buy
baby-themed kitchenware for the celebration party. Another customer, Lucifer, a dropout
and who had a fight with his parents, is striking out to live on his own. He went to IKEA
to buy re-usable kitchenware for his Anti-Parents party. IKEA is said to be segmenting by
____________.
(a) Occasion
(b) Market size
(c) Usage rate
(d) User status
(e) (a) and (b) only

(a) Moderate
10. The consistency of the product mix refers to how closely related the various product lines
are in each of the following ways EXCEPT ________________________________.
(a) end use
(b) product requirements
(c) distribution channels
(d) price
(e) (a) and (c) only

(d) Moderate

11. In general, a company should enter only segments in which it can _____ and _____.
(a) offer lower prices; ship faster
(b) offer superior value; gain advantages over competition
(c) offer superior value; ship faster
(d) gain advantages over competitors; get co-op advertising
(e) have a strategic advantage; control competitors

(b) Moderate

12. When Mark E. Ting Keyboard Corporation lowered its prices to compete more
effectively with Japanese rivals, why did they not sell more keyboards?
(a) The Mark E. Ting keyboards were not as well made as the Japanese keyboards
(b) The market was already flooded with keyboards
(c) The sound of Mark E. Ting keyboard was not as good as the Japanese keyboards
(d) Customers were unable to distinguish the superiority of the Mark E. Ting keyboard
when it was at a lower price.
(e) All of the above

(d) Challenging

13. Just after reviewing a large stack of catalogs, Mark E. Ting Gallery brainstormed a list of
possible new products. They will now begin the first idea-reducing stage called ________
to arrive at a realistic number to purchase for resale.
(a) idea generation
(b) idea screening
(c) product concept
(d) concept development
(e) idea dissemination

(b) Easy

14. The major reason that producers benefit from using intermediaries is because the latter
________.
(a) offer greater efficiency in making goods available to target markets
(b) operate less expensively
(c) save a lot of work
(d) are generally backlogged with orders
(e) refuse to store products for longer than a couple of days

(a) Moderate
15. When producers bypass intermediaries and go directly to final buyers, or radically new
types of channel intermediaries emerge to displace traditional ones, this is referred to as
___________.
(a) the vertical integration system
(b) the corporate marketing system
(c) disintermediation
(d) the corporate merger
(e) a hostile takeover

(c)Easy

16. The shift from mass marketing to targeted marketing, and the corresponding use of a
larger, richer mix of communication channels and promotion tools ________________.
(a) is a great help to marketers
(b) does not make a great deal of difference to marketers
(c) can confuse the companys image and brand positions
(d) is decreasing in the marketplace
(e) none of the above

(c) Challenging

17. The marketing communicators must send messages through media that reach
___________ audiences, and they must develop ___________ channels so that they can
assess the audiences response to the message.
(a) feedback; encoding
(b) decoding; encoding
(c) receiver; encoding
(d) receiver; feedback
(e) large; direct

(d) Easy

18. A brands advertising budget often depends on its stage in the product life cycle. Mature
brands usually require __________________ budgets as a ratio to sales promotion.
(a) larger
(b) lower
(c) more television
(d) less television
(e) unchanged

(b) Moderate

19. All of the following are questions that managers of a sales promotion should ask about
the campaign EXCEPT ___________________.
(a) did it attract new customers?
(b) did it lead to more purchasing from current customers?
(c) will the long-term gains outweigh the programs costs?
(d) can we hold on to any new customers generated?
(e) None of the above. All of the above are questions that managers should ask.

(e) Moderate
20. In general, rather than creating only short-term sales or temporary brand switching,
_________ should help reinforce the products position by building brand equity and
long-term customer relationships.
(a) sales promotion
(b) promotions clutter
(c) samples
(d) point-of-purchase promotions
(e) publicity

(a) Easy

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