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Practice Exam Questions
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Questions in this quiz (15)
1A market segment is best described as:
- AA. A group of similar people
- BB. A differing group of people with the same consumption habits
- CC. A mass market structured around particular products and services
- DD. A group with shared characteristics which has implications for marketing
2If a market segment is referred to as 'sophisticated lifestyle' the method of segmentation used is likely to be:
- AA. Psychographic
- BB. Benefits sought
- CC. Demographic
- DD. Behavioural
3Which of the following would generally be considered an attractive feature of a potential target
- AA. Low price sensitivity
- BB. Low segment growth rate
- CC. High customer bargaining power
- DD. Small segment size
- EE. None of the above
4A company targets a different market with a different product. To which form of repositioning strategy does this correspond?
- AA. Image repositioning
- BB. Product repositioning
- CC. Tangible repositioning
- DD. Intangible repositioning
5A company targets the same market with a different product. What form of repositioning strategy is this?
- AA. Image repositioning
- BB. Product repositioning
- CC. Tangible repositioning
- DD. Intangible repositioning
6Which of the following can be classified as a macro-environmental factor?
- AA. Competitors
- BB. Privacy law
- CC. A 70% growth in profits
- DD. Consumer needs
7Which is the correct strategic objective for a new product?
- AA. Build
- BB. Hold
- CC. Harvest
- DD. Divest
8Which strategic objective allows the product to be dropped?
- AA. Build
- BB. Hold
- CC. Harvest
- DD. Divest
9In marketing planning, which of the following steps comes first?
- AA. Marketing objectives
- BB. Marketing mix decisions
- CC. SWOT and audit
- DD. Measurements
10Intangible repositioning is:
- AA. A new product offered to a new segment of consumers
- BB. A new product offered to an existing segment of consumers
- CC. An existing product offered to a new segment of consumers
- DD. An existing product offered to an existing segment of consumers
11The research brief is part of __________ in the market research process
- AA. Planning
- BB. Exploratory research
- CC. Experimental research
- DD. None of the above
12Secondary research is typical used for:
- AA. Establishing cause and effect relations
- BB. Conducting consumer focus groups
- CC. Conducting exploratory research
- DD. All of the above
13At which stage of a survey do firms typically define the type of questions?
- AA. Planning stage
- BB. Design stage
- CC. Pilot stage
- DD. None of the above
14Which of the following survey method is cheaper?
- AA. Face-to-face
- BB. Phone
- CC. Mail
- DD. Internet
15_______ data are already available to firms and the wide public and can be used for exploratory research purposes.
- AA. Primary
- BB. Secondary
- CC. Tertiary
- DD. Causal
Information
- Description
- Quiz on Practice Exam Questions, created by J DP on 20/06/2016.
- Author
- J DP
- Language
- English
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