Test Questions

1.	Which of the following is not an objective of marketing?
A.	Reducing production costs
B.	Market penetration
C.	Maintaining market share
D.	Influencing consumers’ buying choices
	Questions 2 – 4 share the following answer options:
A.	Offering differentiated products and marketing activities to different groups of consumers
B.	Using the same marketing mix on the total population
C.	Concentrating on product development only
D.	Concentrating the marketing mix on a small niche market
	Which of the above approaches to the marketing mix is most likely to be used by each of the following business organisations?
2.	A producer of medical equipment
3.	A small company producing designer clothing
4.	A large manufacturer of cheese and butter products
5.	A firm that is product-orientated is most likely to:
A.	Aim to maximise sales
B.	Undertake extensive market research
C.	Produce highly innovative products
D.	Practice mass marketing
	Questions 6 – 8 share the following answer options.
A.	New packaging
B.	A new advertising campaign
C.	A new consumer phone line and help desk
D.	A new company logo
	Which of the above marketing activities could help achieve the following objectives?
6.	Satisfying customer requirements
7.	Increasing market share
8.	Improving corporate image
9.	Which of the following is not an element of the marketing mix?
A.	Product
B.	Price
C.	Personnel
D.	Promotion
	Questions 10 – 12 share the following answer options:
A.	Distributing video films and compact discs through supermarkets
B.	Cutting price below costs to compete with new firms
C.	Investigating trends in consumer spending from published data
D.	Developing multimedia software for computers
	Which of the above would satisfy the following marketing principles?
10.	Utilising technological developments
11.	Using data from published sources on trends consumer spending
12.	Generating revenues
13.	Answer the following questions: What is marketing? Give two key principles which underpin marketing. What is the marketing mix? Suggest two ways the marketing mix could be used to apply the marketing principles you have suggested above.
14.	Answer the following questions: Explain why profit-making and not-for-profit organisations need to use marketing. Suggest two ways in which marketing can help an organisation achieve growth. Suggest two major factors which can influence the pricing decisions of a firm selling microchip processors for computers. Suggest a possible short-term pricing strategy for a firm faced with a new rival entering the market.
15.	Answer the following questions: What is branding? Suggest two ways a firm might create a strong brand image for a new chocolate bar. What pricing policy would you advise the firm to pursue in launching the new chocolate bar? Give reasons for your recommendation.
16.	‘Effective marketing means that firms must consider every aspect of the business from the perspective of the customer.’ Explain the meaning of this statement and use examples of how the marketing mix (product, place, promotion, and price) can be used effectively.