MARKETING MCQ

25) Dividing a potential market into groups based on their motivation, attitudes, frequency or relationship with a brand is called: A. Behavioral segmentation B. Psychographic segmentation C. Geographic segmentation D. Demographic segmentation E. Technological segmentation F. None of the above is correct.

A. Behavioral segmentation

24) Identify the correct sentence: A. Differentiation ideally goes beyond the tangible features of an offer and touches the customer on an emotional level. B. Differentiation is based on customers' unique resources and capabilities. C. Differentiation activities are always small details which are not necessarily known by the customers. D. A competitive advantage implies that a whole system of marketing activities is offered. E. All successful brands manage to change the customer's beliefs and attitude. F. a) and e)

A. Differentiation ideally goes beyond the tangible features of an offer and touches the customer on an emotional level

9) The fact that customers have to pay their hotel stay in advance before living the actual experience, is a typical example of a service marketing characteristics called : A. Intangibility B. Variability C. Inseparability D. Perishability E. None of the above

A. Intangibility

6) An organic take-away restaurant has identified three distinct groups that might be interested in its offer: vegetarians, health-conscious individuals, and people identified as trendsetters who try out new products in the market before others. These three groups are examples of ________. A. Market segments B. Market demand C. Focus groups D. Suppliers E. Intermediaries

A. Market Segments

1) Selecting which segments of a potential market to serve is called A. Target marketing B. Segmentation C. Positioning D. Customization E. None of the above

A. Target Marketing

17) An important key success factor for a Palace hotel in Paris is A. A particular location B. A Michelin-starred restaurant C. A good concierge service D. A swimming pool E. High quality furniture F. All of the above

B. A Michelin-starred restaurant

15) What entry mode has Starbucks used to enter the coffee capsule market when developing the new capsule brand Verismo? A. Market Development B. Internal Venture C. Strategic Alliance D. Acquisition E. Product Development

B. Internal Venture

7) A ________ is the set of actual and potential buyers of a product or service. A. Segment B. Market C. Subsidiary D. Focus group E. Consumer group

B. Market

26) One of the macro-environmental forces that impacts a 4* Golf Hotel in Crans Montana Resort in particular is the following: A. The increasing energy costs B. The increasing number of consumers looking for a work-life balance C. The decreasing number of people per household D. Consumers' mental health is more and more influenced by weather conditions E. The fast technological development F. The unemployment rate in Switzerland

B. The increasing number of consumers looking for a work-life balance

29) Which of the following examples represent a micro-environmental force that will influence the activity of a five-star hotel in Verbier? A. The snow conditions seem to be extremely favorable this winter. B. The newly opened W Hotel Verbier with its international brand awareness. C. New solutions that have been developed in the area of mobile applications which allow to book hotel rooms combined with ski passes for a lower price. D. The recently voted Swiss regulation that limits the number of secondary residences, even in mountain villages. E. The company that manages Verbier ski lifts decided to increase its prices for the next season. F. All of the above

B. The newly opened W Hotel Verbier with its international brand awareness

28) Families are an interesting potential market for Burger King because A. They usually have double income and therefore high purchasing power B. Children love going to restaurants with children menus C. Children have a potential long lasting customer lifetime value D. Families usually bring their friends as well E. Burger King offers special kids amenities F. All of the above

C. Children have a potential long lasting customer lifetime value

20) Luxury hotels which hire a celebrity chef to promote their restaurant adopt the following branding strategy: A. Brand extension B. Line extension C. Co-branding D. Individual brand for each product line E. New brand F. None of the above is correct

C. Co-Branding

14) The potential market of a 4* hotel in Barcelona is composed by: A. The hotel's actual customers and its competitors' customers who are willing to come back B. The hotel's actual and past customers who have been satisfied with their experience C. The hotel's actual customers and any consumer looking for a very similar or same offer D. The hotel's actual customers, its competitors' customers and the definite non-consumers E. Essentially customers who visited this hotel and other hotels of the same categories in destinations in Europe.

C. The hotel's actual customers and any consumer looking for a very similar or same offer

13) Which of the following influences customer behavior in five-star hotels? A. The client's previous experiences B. The client's perception of luxury C. The client's stage in the buying process D. All of the above E. None of the above, customer behavior is only a response to marketing stimuli.

D. All of the above

2) The set of marketing tools a firm uses to implement its marketing strategy is called the: A. Promotion mix B. Product mix C. Market offer D. Marketing mix E. Differentiation activities

D. Marketing Mix

3) When developing a SWOT analysis, what is/are the main characteristic(s) of a strength? A. It is important to your competitor B. It is an internal resource and/or capacity C. It is perceived as value by the potential customer D. Only b) and c) E. All of the above

D. Only b) and c)

4) A brand's ________ is the way the brand is perceived by its target market on important attributes. A. Marketing Strategy B. Competitive Advantage C. Differentiation Strategy D. Positioning E. None of the above is correct

D. Positioning

12) The Badrutt's Palace Hotel in St. Moritz's point of differentiation is the historical building, a landmark in St. Moritz. This is an example of which marketing mix tool used by Badrutt's Palace to attract customers to the hotel? A. Promotion B. Price C. Place D. Product E. None of the above, the building of a hotel is not part of the marketing mix.

D. Product

18) According to Kotler, an attractive target market for a business needs to be as followed: A. Measurable, specific, attractive, important B. Profitable, sustainable, unique, realistic C. Specific, social, economic, structured D. Realistic, accessible, significant, measurable E. Accessible, actionable, measurable, substantial F. None of the above is correct

E. Accessible, actionable, measurable, substantial

5) Market segmentation is necessary because: A. Consumers do not have homogenous preferences. B. It allows analysis and measurement of results more effectively. C. It facilitates the allocation of resources within the company. D. a) and c) E. All answers are correct

E. All answers are correct

10) Greg Williams now has the buying power to purchase the desktop computer that he has wanted for the last six months. Greg's want now has become a(n) ________. A. Need B. Necessity C. Desire D. Concern E. Demand

E. Demand

8) Target marketing is done : A. When defining the brand's positioning B. Directly after the SWOT analysis C. Before the defining the marketing objectives D. Independently of any process E. None of the above is correct

E. None of the above is correct

21) The marketing objective « Increase revenue by 3% until the end of 2014 » does not correspond to the following SMART criteria: A. A B. M C. T D. R E. S F. It corresponds to all SMART criteria.

E. S

30) What is/are Starbucks main risk(s) to go into the coffee capsule market? A. Strong existing competition like Nespresso with a loyal customer base B. Difficulty to increase brand awareness in this market as it is new for Starbucks C. The cannibalization of the existing business D. People prefer to drink mixed flavor coffee drinks which will not be possible to offer through the capsule E. a) and c) F. All of the above

E. a) and c)

11) Why does McDonald's Switzerland communicate the PRIME Burger's with the add-on "by René Schudel"? A. To promote the popularity of the Chef outside of television shows B. Customers know and trust the name René Schudel of being good quality C. Customers perceive René Schudel as a Swiss brand, which underlines McDonald's local strategy D. In order to diversify their business in TV shows where Rene Schudel appears E. b) and c)

E. b) and c)

19) Which is the right sequence within the marketing planning process? A. SWOT → Macro environmental analysis → Micro environmental analysis, including competitor analysis → Marketing Objectives B. SWOT → Marketing Objectives → Internal Analysis → Positioning C. Business and Market definition → Macro environmental analysis → Marketing Objectives → SWOT D. Segmentation → Marketing Objectives → Positioning → Marketing Mix E. Marketing Objectives → SWOT → Positioning → Segmentation → Target Marketing F. Business and Market definition → Macro environmental analysis → Micro environmental analysis, including competitor analysis → SWOT

F. Business and Market definition --> Macro environmental analysis --> Micro environmental analysis, including competitor analysis --> SWOT

22) The competitive forces by Michael Porter talk about high substitute products in a market when: A. Customers have many choices B. Customers are very price sensitive C. Competition is very intense D. Switching costs are high for customers E. a) and c) F. None of the above is correct

F. None of the above is correct

16) Defining the business model and marketplace of a hotel unit is fundamental before starting the marketing planning process because A. It gives a clear idea of what the existing supply is in the market B. It allows to identify potential demand for the hotel unit C. It provides a clear marketing strategy D. It allows to identify marketing mix activities E. It clarifies customer needs and wants F. a) and b)

F. a) and b)

27) If Nestlé decided to start selling "smoothies" (a thick beverage of fruit pureed in a blender with some combination of milk or yogurt, juice, and ice), an acquisition of an existing smoothie brand would be advantageous because A. It's fast entry mode to get into this new business B. It's less costly than developing a new business from scratch C. The brand is already known to customers D. The necessary know-how of producing smoothies is very basic E. Customers will be able to buy the products faster F. a) and c)

F. a) and c)

23) Complete the following sentence: A brand______________ A. Requires a daily management and regular change in consumer perception with the help of the marketing mix B. Helps to differentiate a product or a service from other offers within the same market C. Plays a key role for the customer using it as a reference point D. Offers success and a competitive advantage in the market E. c) and d) F. b) and c)

F. b) and c)