MKT选择一.docx

MKT选择一.docx

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MKT选择一

Assessmentitem1PARTA

MultipleChoiceQuizzes

Value:

10%

Length:

40Questions

1.HenryFord'sfamousstatementthat'anycustomercanhaveacarpaintedanycolourhewants,solongasitisblack'reflecteda______orientation.

a.market

b.production

c.consumer

d.sales

e.sociallyresponsible

2.Supermarketsofferingreusablebagsforshopperstopacktheirgroceriescouldbestbedescribedas

a.asocietalmarketorientation.

b.aconsumerorientation.

c.aproductorientation.

d.asalesorientation.

e.noneoftheabove.

3.Marketingcanbepractisedby

a.governments.

b.not-for-profitorganisations.

c.multinationalorganisations.

d.bothaandc.

e.alloftheabove.

4.Inamarketingsense,demandmeans

a.aday-to-daysurvivalrequirement.

b.adesire,notessentialforday-to-daysurvival.

c.awantthataconsumerhastheabilitytosatisfy.

d.aproductthatdoesn'tyetexist.

e.requirementsthatconsumersdonothavetheresourcestosatisfy.

5.Inmarketing,whichofthefollowingstatementsaboutpromotionisfalse?

a.Itissimplyanothernameforadvertising.

b.Itcanbeusedtoremindcustomersaboutaproduct

c.Itcanbeusedtoinformorpersuadecustomers.

d.Itcanbeusedtocreateawareness.

e.Noneoftheabovestatementsisfalse.

6.Whichofthefollowingisnotamarketingethicsissue?

a.Advertisingjunkfoodonchildren'stelevision

b.Asalespersonexaggeratingthebenefitsofaproducttopersuadeacustomertopurchaseit

c.Anorganisationincreasingthepriceofaproductduetoincreasedcustomerdemandandlimitedavailability

d.Failingtoinformconsumersofknownpotentialrisksofusingaproduct

e.Alloftheabovearemarketingethicsissues

7.Inthe7Psframework,distributionisknownas

a.people.

b.place.

c.partners.

d.product.

e.process.

8.Theinternalandexternalforcesthataffectamarketer'sabilitytocreate,communicate,deliverandexchangeofferingsofvalueoccurinwhichenvironment:

a.Themarketingenvironment

b.Themacro-environment

c.Thelegalenvironment

d.Thesocioculturalenvironment

9.AmoviestudiolobbyinggovernmentstointroduceharsherpenaltiesforthemasscopyingofpiratedDVDsisanexampleofanorganisationattemptingtoinfluenceits

a.internalenvironment.

b.externalenvironment.

c.marketingmix.

d.targetmarket.

e.noneoftheabove.

10.Anorganisationrecognisingtheageingpopulationandofferinga'Seniors'discountforoldercustomersismostlikelytoberespondingto

a.technologicalforces

b.politicalforces

c.socioculturalforces

d.legalforces

e.internalforces

11.Therisinguseofsocialnetworkingsitescouldbeattributedto

a.socioculturalforces

b.technologicalforces

c.bothaandb

d.legalforces

e.economicforces

12.Strengthsaretheattributesofanorganisationthat

a.areinternalfactorsthatareabletobecontrolled.

b.areinternalfactorsthatarenotabletobecontrolled

c.areexternalfactorsthatareabletobecontrolled

d.areexternalfactorsthatarenotabletobecontrolled.

e.noneoftheabove.

13.IfindoingaSWOTanalysisanorganisationidentifiedthatitsretailstoresitewaspoorlylocated,thiswouldbeanexampleof

a.athreat

b.anexternalfactorthatcannotbecontrolledbytheorganisation

c.astrength

d.aweakness

e.noneoftheabove

14.Themarketingdepartmentofalargeretailcompanyassessestheircurrentsituationinordertoclearlystatewherethecompanyisnow.Thisisanexampleofthecompany:

a.conductingsituationalanalysis.

b.performingmarketingplanning.

c.decidingorganisationalobjectives.

d.conductingorganisationalanalysis.

15.Themainstepsinmarketresearchare

a.problemdefinition,researchdesign,surveydesign,dataanalysis,presentationofresults.

b.problemreduction,researchdesign,sampling,dataanalysis,presentationofresults.

c.problemreduction,researchdesign,datacollection,drawingconclusions,makingrecommendations.

d.problemdefinition,sampling,datacollection,dataanalysis,drawingconclusions.

e.problemdefinition,researchdesign,datacollection,dataanalysisanddrawingconclusions,presentationofresultsandrecommendations.

16.TheethicalresponsibilitiesofmarketresearchersdoesNOTinclude

a.accuratelyrepresentingtheirskillsandabilities.

b.designingresearchtoobtainthedesiredinformationasefficientlyaspossible.

c.onlyallowingconclusionsthataresupportedbythefindings.

d.designingresearchcost-effectively.

e.generatingprofitsforstakeholders.

17.Whichofthefollowingisaclearlydefinedresearchproblem?

a.Howcanweincreasesales?

b.Willmailingdiscountcouponstoexistingcustomersleadthemtomakemorepurchasesinthemonthafterthemail-out?

c.Wecannotmatchourcompetitors'prices.

d.Shouldweincreaseouradvertisingbudgetby15percentinthelead-uptotheschoolholidays?

e.Noneoftheabove.

18.Amarketresearchbrief

a.statestheresearchproblem.

b.specifiestheinformationrequiredtoanswertheresearchproblem.

c.detailsthetimeframefortheresearchproject.

d.specifiesthebudgetfortheresearchproject.

e.alloftheabove.

19.Descriptiveresearchisbestdescribedasmarketresearchthat

a.attemptstoidentifyapoorlyunderstoodproblem.

b.determinescause-and-effectrelationships.

c.providesmoreinformationaboutspecificaspectsofaproblem.

d.isusedtotestahypothesis.

e.alloftheabove .

20.Informationobtainedfromagovernmentbodywouldbe

a.standardiseddata.

b.secondarydata.

c.primarydata.

d.experimentaldata.

e.alloftheabove.

21.Theinteractionswithothersatthetimeaconsumer'spurchasedecisionismadeareknownas

a.physicalsituationalinfluences.

b.socialsituationalinfluences.

c.motivationalsituationalinfluences.

d.moodsituationalinfluences.

e.timesituationalinfluences.

22.Ateenagerpurchasesclothingthatwillenableherto"fitin"withthefashionstylefavouredbyherfriends.Inamarketingsense,thiscouldbestbedescribedasanexampleoftheteenager'spurchasebeinginfluencedby

a.hersocialrole.

b.hersocialstatus.

c.herpersonality.

d.herreferencegroup.

e.herculture.

23.Whichofthefollowingwouldnotpotentiallybeconsideredanaspectofaperson'sculture?

a.Clothing

b.Food

c.Beliefs

d.Customs

e.Age

24.SocialnetworkingsitessuchasTwitterandFacebookcouldbestbecategorisedasrespondingtowhichofMaslow'shierarchyofneeds?

a.Safety

b.Physiological

c.Self-actualisation

d.Security

e.Noneoftheabove

25.Twopeoplewatchatelevisionprogramandthefollowingdayonlyonecanrememberseeinganadvertisementforamobilephoneplan.Thiscouldbedescribedasanexampleof

a.selectiveexposure.

b.selectiveattention.

c.selectivedistortion.

d.selectiveretention.

e.noneoftheabove.

26.Whichofthefollowingpurchasesituationswouldmostlikelybedescribedashighinvolvementintermsofconsumerdecision-making?

a.Weeklysupermarketshopping

b.Thepurchaseoffamiliarproducts

c.Infrequentlypurchased,moreexpensiveproducts

d.Bothaandb

e.Noneoftheabove.

27.Whichofthefollowingstatementsisincorrect?

a.Marketerscanusemeanssuchasadvertising,personalsellingorproductpackaginginanattempttostimulateaconsumer'srecognitionofaneedorwant.

b.Theconsumerdecision-makingprocessendswiththeconsumer'spurchaseoftheproduct.

c.Aconsumermayuseexternalsourcesintheirinformationsearchtosolveaproblem.

d.Thecriteriathatconsumersmayusetoevaluateaproductcanvaryfromconsumertoconsumer.

e.Noneoftheabovestatementsisincorrect.

28.Whenacabinetmakerpurchasestimbertobuildakitchenforacustomer,thetransactionhastakenplacein

a.consumermarkets.

b.resellermarkets.

c.producermarkets.

d.institutionalmarkets.

e.governmentmarkets.

29.Whenawholesalerpurchasesagoodfromaproducerandthensellsittoaretailer,thetransactionshavetakenplacein

a.institutionalmarkets.

b.producermarkets.

c.consumermarkets.

d.retailmarkets.

e.resellermarkets.

30.Whichofthefollowingmarketsisgenerallycharacterisedbyhavingcomparativelyfewbuyersandsellers?

a.consumermarkets.

b.businessmarkets.

c.marketsegments

d.targetmarkets

e.onlinemarkets.

31.Whichofthefollowingstatementsaboutbusiness-to-businesstransactionsingeneralismostlikelytobefalse?

a.Therelationshipsbetweenbuyersandsellerstendtobeshortterm.

b.Theycanbeforhighvolumepurchases.

c.Theycanbeforhighvaluepurchases.

d.Theycaninvolveregularrepeatpurchases.

e.Priceandotherconditionsofsalecanbeopentonegotiation.

32.Inanunusuallywarmwinter,theSnowyMountainsreceivesrelativelylittlesnowandskiresortssufferaseveredownturninbookings.Inresponse,theresortsorderlessskigearfromtheirsuppliers.Theskigearsuppliersaresufferingdueto:

a.deriveddemand.

b.elasticdemand.

c.inelasticdemand

d.bothaandb.

e.bothaandc.

33.AucklandRealty'scontractwithitsmobilephoneproviderisupforrenewal.Thebusinesshasgrownconsiderablysincethecontractwaslastrenewedandthedirectordecidestotalkwiththeprovideraboutbetterpricingandmoreservices,aswellasapproachalternativemobilephoneproviders.Thisisanexampleofa

a.modifiedrebuy.

b.straightrebuy.

c.new-taskpurchase.

d.buyingcentre.

e.low-engagementpurchase.

34.Choo