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    20 MCQs and True/False on Marketing

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    1. Marketing:
    _____a. should begin with the production process.
    _____b. is defined as the advertising and selling process.
    _____c. should anticipate potential customer needs or wants.
    _____d. means selling whatever products are easy to produce.

    2. In advanced economies, marketing costs about 20 cents of each consumer dollar.

    _______True _______ False

    3. A company focused on rushing a new product to market in order to take advantage of the company's exiting materials and capabilities is operating with a marketing orientation.
    _______True _______ False

    4. The marketing concept means that an organization aims all its efforts at satisfying its customers?at a profit.

    _______ True _______ False

    5-9. Put a "P" if it pertains to Production Orientation and "M" if it pertains to Marketing Orientation.
    _____ a. Customer needs determine company plans.
    _____ b. The company sells what it can make.
    _____ c. If we build a Web site, customers will flock to us.
    _____ d. Profit is a critical objective.
    _____ e. Eliminate costs that do not give value to customer.

    10. Retaining current customers is usually more costly than winning them away from competitors.

    _______True _______ False

    11. A target market:
    _____ a. is a production oriented approach.
    _____ b. responds to a "one size fits all" marketing mix.
    _____ c. is a fairly homogeneous (similar) group of customers to whom a company
    wishes to appeal.
    _____d. is limited to small market segments.

    12. Mass marketing strategy assumes that all customers are the same and the market is fragmented.

    _______True _______ False

    13. The acronym SWOTT stands for:

    _____ a. Strategy, Work-in-progress, Opportunities, Technology, Trends
    _____ b. Strengths, Weaknesses, Opportunities, Trends, Threats
    _____ c. Strategy, Wealth, Organization, Technology, Training
    _____ d. Strengths, Weaknesses, Opportunities, Threats, Trends
    _____ e. Strategic Work Options To Target

    14. Target marketers believe that ____________ should be the focus of all business and
    marketing activity.

    _____ a. Products
    _____ b. Customers
    _____ c. Budgets
    _____ d. Distribution channels
    _____ e. Advertising mediums

    15. The marketing research process is a five-step application of the scientific method that includes:

    _____ a. Defining the problem, analyzing the situation, getting problem-specific data,
    interpreting the data, and solving the problem
    _____ b. Defining the target market, analyzing the customers, getting survey feedback,
    interpreting the data, and launching the marketing campaign
    _____ c. Defining the marketing campaign goals, analyzing the product features, analyzing
    the situation, getting budget approval, and launching the marketing campaign
    _____ d. Defining the problem, conducting surveys, analyzing survey feedback, interpreting
    the data, and changing product attributes
    _____ e. Defining company goals, analyzing customers, analyzing products, conducting
    interviews, and changing product attributes

    16. The difference between primary and secondary research is:

    _____ a. Primary research consists of one-on-one interviews while secondary research is done
    in a group setting
    _____ b. Primary research data sources come from observation and questioning while
    secondary research data sources come from both inside and outside of the company

    _____ c. Primary research data is qualitative while secondary research data is quantitative
    _____ d. Primary research is based on focus group interviews while secondary research is based
    on one-on-one interviews
    _____ e. Primary research is less expensive but more time consuming

    17. It is expected that by the next 25 years the population of U.S. seniors will:
    _____ a. more than double
    _____ b. be cut in half by the avian flu epidemic
    _____ c. will remain the same
    _____ e. will increase by about 10 percent.

    18. The buyer decision process consists of three stages: evaluation of alternatives, purchase decision, and postpurchase behavior.

    _______True _______ False

    19. The following are all factors affecting a firm's decision to pursue market segmentation strategy except:
    _____ a. Similarity of customer needs, attitudes, and buying behavior
    _____ b. Firm's resources
    _____ c. Nature of competition
    _____ d. Homogeneous markets
    _____ e. Size of target markets

    20. The Internet has impacted marketing research in all of the following ways except:

    _____ a. It is easier and faster to locate secondary data

    _____ b. Research data found on the Internet is more reliable than other sources

    _____ c. Primary research data can be obtained directly from some business processes
    _____ d. It is less costly to locate secondary data
    _____ e. In some cases it may be less costly to obtain primary data

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    Solution Summary

    This posting contains answers to 20 marketing MCQs and True/False