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Q.1
Red Cross blood donations are considered to be specialty products and, therefore, have a specialty offer to the consumer.
TRUE
FALSE
Q.2
The ________ concept holds that consumers will favour those products that offer the most quality, performance, or innovative features.
Product
Marketing
Production
Selling
Holistic marketing
Q.3
________ marketing has the aim of building mutually satisfying long-term relations with key parties such as customers, suppliers, distributors, and other marketing partners in order to earn and retain their business.
Holistic
Demand-based
Direct
Relationship
Synthetic
Q.4
Experimental sources of information for consumers refer to ____________.
Advertising, marketing, selling, and profit making
Handling, examining, and trying the product while shopping
Buying after a demonstration
Buying the product directly from a manufacturer
Q.5
Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for ______, ________, ________, and __________ offerings that have value for customers, clients, partners, and society at large.
Making, Arranging, Maintaining and Selling
Creating, Communicating, Delivering, and Exchanging
Creating, Advertising, Selling, and Transferring
Performing, Displaying, Offering, and Exchanging
Q.6
A ________ when it is aroused to a sufficient level of intensity.
Need becomes a motive
Motive becomes a need
Desire becomes a reality
Unfulfilled demand becomes a crisis
Personal demand exceeds the ability to rationally reject
Q.7
The five-stage model of the consumer buying process includes all of the following stages EXCEPT ________.
Problem recognition
Information search
Social interaction
Purchase decision
Q.8
________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
Target marketing
Psychographic segmentation
Product Differentiation
Consumer behavior
Q.9
One traditional depiction of marketing activities is in terms of the marketing mix or four Ps. The four Ps are characterized as being ________.
Product, positioning, place, and price
Product, production, price, and place
Promotion, place, positioning, and price
Place, promotion, production, and positioning
Product, price, promotion, and place
Q.10
David Packard of Hewlett-Packard once said, “Marketing is far too important to leave to ________.”
The advertising boys
Uninformed managers
Novices
The CEO
The marketing department
Q.11
The focus of marketing today is _______.
Value and Satisfaction
Quality and Long Term Relationships
All of the Above
None of the Above
Q.12
_____________ is defined as the difference between the benefits a customer sees from a market offering and the costs of obtaining those benefits.
Customer value
Satisfaction scale
Profit margin
Competitive benefit
Q.13
If performance meets consumer expectations, the consumer is ________.
Delighted
Satisfied
Disappointed
Surprised
Q.14
Companies selling mass consumer goods and services such as soft drinks, cosmetics, air travel, and athletic shoes and equipment spend a great deal of time trying to establish a superior brand image in markets called ________.
Business markets
Global markets
Consumer markets
Non-profit and governmental markets
Service markets
Q.15
A person’s ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.
Culture
Subculture
Psychographics
Reference groups
Demographics
Q.16
Product choice is greatly affected by economic circumstances. All of the following would be among those circumstances EXCEPT ________.
Spendable income
Savings and assets
Debts
Occupation
Borrowing power
Q.17
The traditional view of marketing is that the firm makes something and then ________ it.
Markets
Sells
Distributes
Prices
Services
Q.18
Holistic marketers achieve profitable growth by expanding customer share, ________, and capturing customer lifetime value.
Undermining competitive competencies
Building customer loyalty
Milking the market for product desires
Renewing a customer base
Q.19
________ pricing is the approach of setting a low initial price in order to attract a large number of buyers quickly and win a large market share.
Market-skimming
Value-based
Market-penetration
Leader
Q.20
In marketing theory, every contribution from the supply chain adds ________ to the product.
Value
Costs
Convenience
Ingredients
Q.21
In ________ consumers may share a strong need that cannot be satisfied by an existing product.
Negative demand
Latent demand
Declining demand
Irregular demand
Q.22
____________ is defined as communication with large numbers of customers at the same time.
Personal selling
Sales promotion
Mass selling
All of the above
Q.23
The ________ is practiced most aggressively with unsought goods, goods that buyers normally do not think of buying, such as insurance, encyclopaedias, and funeral plots.
Marketing concept
Selling concept
Production concept
Product concept
Holistic marketing concept
Q.24
________ is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.
Image
Personality
Beliefs
Heredity
Culture
Q.25
________ portrays the “whole person” interacting with his or her environment.
Attitude
Reference group
Lifestyle
Culture
Subculture
Q.26
__________ is the single factor that best indicates social class.
Time
Money
Occupation
Fashion
Q.27
Marketing strategies are often designed to influence ___________ and lead to profitable exchanges.
Consumer decision making
Sales strategies
Advertising strategies
Export strategies
Q.28
The buying process starts when the buyer recognizes a _________.
Product
An advertisement for the product
A salesperson from a previous visit
Problem or need
Q.29
If actual performance exceeds the expected performance of the product, then customer is _____________.
Satisfied
Dissatisfied
Delighted
Neutral
Q.30
“How are you telling consumers in your target group about your product” This question belongs to which marketing concept?
Product
Price
Place
Promotion
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