15 MCQs on marketing

1. A ______________ might consist of a fast food item, a gourmet meal from a four-star restaurant, frozen pizza, a steak cooked at home, and a Slim-Fast® Optima Shake.
_____ a. product market
_____ b. generic market
_____ c. target market
_____ d. marketing mix
_____ e. segmented market

2. Positioning refers to how a company's marketing department thinks about proposed or present
brands in a market.

_______True _______ False

3. The following are all major stages of a product life cycle except:
_____ a. Sales decline
_____ b. Market maturity
_____ c. Market Introduction
_____ d. Market Implementation
_____ e. Market Growth

4. Five levels of brand familiarity useful for strategy planning are:
_____ a. generic, store-brand, national, regional and local
_____ b. non-recognition, low recognition, moderate recognition, complete familiarity, and
recognition by another name (e.g., store brand).
_____ c. non-acceptance, acceptance, requested, logo-recognized, and generic preferred.
_____ d. rejection, substituted, non-recognition, acceptance and preference.
_____ e. rejection, non-recognition, recognition, preference, and insistence.

5. The correct steps in the new product development process are:
_____ a. Idea generation, screening, idea evaluation, development, and commercialization
_____ b. Idea creation, market research and development, and introduction of product
_____ c. Product positioning, idea screening, evaluation, and commercialization
_____ d. Idea screening, idea development, marketing research, and commercialization
_____ e. Defining the product attributes, defining the positioning strategy, market research, and
commercialization

6 . According to Kotler, _________are the easiest marketing-mix element to adjust.
_____ a. promotions
_____ b. distribution channels
_____ c. product features
_____ d. prices
_____ e. sales tactics

7. Convenience products usually have intensive distribution because sales of these products tend to have a direct relationship to availability.

_______True _______ False

8. Ideally, "good market segments meet the following criteria:

_____ a. Single market, unique, screening, idea evaluation, and segmented
_____ b. Competitive, homogeneous, diversified, and penetrated
_____ c. Homogeneous, heterogeneous, geographic, and penetrated
_____ d. Homogeneous, heterogeneous, substantial, and operational
_____ e. Substantial, multiple target, operational, and homogeneous

9. A key objective of marketing is to:
_____ a. Offer the right product at the right price
_____ b. Find a break though opportunities
_____ c. Satisfy the needs of some group of customers that the firm serves
_____ d. Develop a competitive advantage
_____ e. Offer new or improved products

10. Quality and satisfaction depend on:

_____ a. The total product offering
_____ b. The need satisfying offering of a firm
_____ c. The service offering
_____ d. A product assortment
_____ e. A product line

11. Decisions regarding price are important because it affects both:

_____ a. Flexibility and company earnings
_____ b. The number of sales a firm makes and company earnings
_____ c. Product life cycle and discounts
_____ d. Discounts and company earnings
_____ e. Transportation cost and company earnings

12. Pricing objectives include all except:

_____ a. Target return
_____ b. Maximize profits
_____ c. Temporary discounts
_____ d. Dollar or unit sales growth and market share growth
_____ e. Meeting competition

13. Break even analysis is a pricing solution that evaluate whether the firm will be able to break even.
_______True _______ False

14. An example of a properly trademarked name is:
____ a. Coca-Cola
_____b. Nescafé® coffee
_____c. Dunkin' Donuts
_____d. tic tacs®

15. The four unique elements to services include:

_____ a. Independence, intangibility, inventory, and inception
_____ b. Independence, increase, inventory, and intangibility
_____ c. Intangibility, inconsistency, inseparability, and inventory
_____ d. Intangibility, independence, inseparability, and inventory
_____ e. Interdependence, inventory, inseparability, and increase