General Questions:

1.What definition best describes the function of marketing?

a. Providing the best goods and services at the most economical price

b. Identifying, anticipating and satisfying customer requirements profitably

c. Anticipating consumer needs through marketing research

d. Profitable sales volume through meeting the needs of customers

e. Building long term relationships with regular customers

2.Read the following three statements: (i) A focus on manufacturing through making quality products (ii)
A focus on actual and potential customer needs and wants (iii) A focus on selling existing products In (i),
(ii) and (iii) order above, which sets of philosophies describe these?

a. Marketing; production; sales

b. Sales; marketing; production

c. Production; sales; marketing

d. Production; marketing; sales

e. Sales; production; marketing

3. What best describes the marketing mix?

a. product; price; place; promotion

b. product; price; place; promotion; sales forecasting; marketing research

c. product; price; place; promotion; segmentation; targeting

d. product; price; place; promotion; public relations

e. product; price; place; promotion; buyer behavior

4. The company's macro-environment is made up of four out of five of the following. Which one is not
part of a company's macro-environment?

a. political factors

b. socio-cultural factors

c. competitive factors

d. economic factors

e. technological factors

5. A marketing information system (MkIS) has four component parts which include three inputs and one
output. Which one is neither an input nor an output to a MkIS?
a. corporate planning

b. strategic marketing planning

c. market intelligence

d. the internal accounting system

e. marketing research

6. What phrase best describes relationship marketing?

a. reciprocal trading in terms of buying and selling from each others' companies

b. contacts with customers over time rather than over single transactions

c. a small number of customers to whom the best standard of customer care is given

d. quality products delivered exactly when required

e. single sourcing as opposed to multiple sourcing

7.Four of the following statements form the description of value analysis (VA). Which statement is
incorrect?

a. defining the function of each part of item

b. considering alternative ways of performing the same function

c. examining acceptable alternatives in detail and finding out their cost

d. specifications are decided by committee and not by an individual

e. selecting the alternative which enables the same function to be performed as the original part, but at
lower cost

8. The marketing research process consists of a number of successive stages that have been jumbled up.
These jumbled up stages that have each been numbered are as follows:

1. planning the research design;

2. data collection;

3. sample selection;

4. problem definition;

5. data analysis;

6. follow-up;

7. report preparation.
Which set of figures below represents the logical sequential phases of a marketing research
programme?

a. 4; 3; 5; 1; 2; 7; 6

b. 3; 1; 2; 4; 7; 5; 6

c. 2; 1; 4; 3; 5; 6; 7

d. 4; 1; 2; 3; 7; 5; 6

e. 4; 1; 3; 2; 5; 7; 6

9.Which of the following represents the most logical progressive sequence?

a. segmentation; targeting; positioning

b. targeting; segmentation; positioning

c. segmentation; positioning; targeting

d. positioning; targeting; segmentation

e. targeting; positioning; segmentation

10.Which one of the following five words is not a criterion for effective market segmentation?

a. identifiable

b. accessible

c. substantial

d. meaningful

e. effective

11.Which one of the following is not a direct segmentation base?

a. age

b. social class

c. life style

d. life-cycle stage

e. geographical location

12.Which is the correct sequence for Maslow's hierarchy of needs from the bottom to the top?

a. safety needs; physiological needs; social and love needs; self esteem needs; self actualisation neb.
physiological needs; safety needs; social and love needs; self esteem needs; self actualisation needs

c. physiological needs; social and love needs; safety needs; self esteem needs; self actualisation needs
d. physiological needs; safety needs; social and love needs; self actualisation needs; self esteem needs

e. safety needs; physiological needs; safety needs; self actualisation needs; self esteem needs

13.Which sequence correctly describes the buyer/decision model of consumer behaviour?

a. problem recognition; information search; evaluation of alternatives; purchase decision; post purchase
behaviour

b. information search; problem recognition; evaluation of alternatives; purchase decision; post

purchase behaviour

c. problem recognition; evaluation of alternatives; information search; purchase decision; post purchase
behaviour

d. problem recognition; evaluation of alternatives; purchase decision; information search; post

purchase behaviour

e. evaluation of alternatives; information search; problem recognition; purchase decision; post

purchase behaviour

14.Which set of terms correctly describes F.E. Webster's 'Decision Making Unit' (DMU) concept?

a. buyers; influencers; suppliers; deciders; users

b. influencers; buyers; manufacturers; deciders; users

c. manufacturers; salespeople; deciders; buyers; influencers

d. gatekeepers; deciders; users; manufacturers; influencers

e. buyers; deciders; gatekeepers; influencers; users

15.What must marketing management consider in relation to a company's product mix or product
assortment?

a. depth; cost; width

b. length; cost; depth

c. width; quality; depth

d. length; width; depth

e. cost; quality; length

16.Which one of the following represents the sequential stages of the product life cycle concept?

a. introduction; development; growth; saturation; maturity; decline

b. development; introduction; growth; maturity; saturation; decline

c. development; growth; introduction; maturity; saturation; decline

d. development; introduction; maturity; growth; saturation; decline

e. introduction; growth; development maturity; saturation; decline

17.Which of the following represents the sequential stages of the concept of the product adoption
process?

a. late majority; early majority; innovators; early adopters; laggards

b. innovators; early majority; early adopters; late majority; laggards

c. innovators; early adopters; early majority; late majority; laggards

d. early majority; innovators; early adopters; late majority; laggards

e. innovators; early adopters; early majority; laggards; late majority

18.Which logical sequence of events best describes the Booz, Allen and Hamilton notion of the decay
curve of new product ideas?

a. business analysis; screening; development; market testing; commercialisation

b. screening; business analysis; development; commercialisation; market testing

c. screening; business analysis; market testing; development; commercialisation

d. screening; business analysis; development; market testing; commercialisation

e. business analysis; development; screening; market testing; commercialisation

19.Ansoff has proposed a number of strategic options from his matrix. These strategic options are in this
sequence: market intensification; market diversification; product diversification; conglomerate
diversification. Which marketing possibilities reflect the above in the order stated?

a. new products/new markets; new products/existing markets; existing products/new markets; existing
products/existing markets

b. new products/new markets; existing products/existing markets; existing products/new markets; new
products/existing markets

c. new products/existing markets; existing products/new markets; existing products/existing markets;

new products/new markets

d. existing products/new markets; new products/new markets; existing products/existing markets; new
products/existing markets

e. new products/new markets; existing products/new market