Fundamentals of Marketing
Which of the following is NOT a typical time to perform market research as listed by April Bell?
After a product is discontinued when a company needs to know if people want the product back
When a company uses the mass marketing technique, they are doing which of the following?
Aiming marketing at everyone without consideration of differences among people
Which of the following is a qualitative research method?
Interview
Which of the following is NOT a quantitative research method?
A group discussion about the features group members want in a new cell phone
Who developed the hierarchy of needs model?
Abraham Maslow
When the marketing concept is used to make all business decisions, how many functions does marketing serve?
7
A strategy is best defined by which of the following?
A statement describing the overall approach to how goals and objectives will be achieved
Which of the following is NOT an example of a purchase which would use extended problem-solving for most people?
Bread
Which of the following is NOT one of the discussed functions of marketing?
Buying
Which of the following is an example of a tactic?
Call customers to verify satisfaction
Which of the following did Jeffrey Harper give as an example of a product which is mass marketed?
Coca-Cola®
According to April Bell, why is it important for companies to identify their target market?
Every product is not for everyone
Which of the following is distribution focused on when thought of as a function of marketing?
Getting products to the best place for customers to locate and obtain them
Which of the following most accurately describes the difference between goals and objectives?
Goals are broad, long-term expectations for future achievements and objectives are more specific, measurable and short-term
Which of the following is an example of an objective?
Increase repeat business by 15 percent over one year
Which of the following is NOT one of the "four Ps"?
Presentation
If you are shopping for a shirt and decide not to make a purchase because you cannot find your size, which element of the marketing mix has failed
Product
When you see an advertisement for a store and decide to shop there, which element of the marketing mix has succeeded?
Promotion
Which of the following descriptions accurately describes the difference between promotion and selling?
Promotion indirectly communicates the value of a product and selling is directly communicating with customers
If a company decides to focus marketing efforts on people who love mountain climbing, which method of segmentation did they use
Psychographics
Which of the following is NOT a discussed method of segmenting markets?
Randomly
Marketing, put simply, attempts to do which of the following?
Satisfy people's needs
Which type of research did April Bell recommend for companies with a limited research budget?
Secondary
Which of the following best describes the difference between secondary and primary research?
Secondary research is past research which has already been performed and often published and primary research is done firsthand for the first time
Which of the following is NOT affected by marketing?
The product regulations
A target market is which of the following?
The specific group for which a business's products, services and marketing efforts are intended
The marketing mix can best be described as which of the following?
The variables marketers control to influence a business' success
According to Jeffrey Harper, why are goals and objectives important in marketing?
To keep everyone motivated to achieve the same thing
The element of the marketing mix known as "place" refers to which of the following?
Where products and services are made available to customers
Which of the following decisions would be considered part of the "product" element of the marketing mix?
Whether to make a product blue or red
