Question 1. ________ is to cost as promotion is to communication.
a. Product
b. Convenience
c. Place
d. Price
e. None of the above
Question 2. Internal marketing refers to marketing domestically.
a. True
b. False
Question 3. Which of the following is an example of external marketing?
a. Staff meetings
b. Employee handbooks
c. Television advertising
d. Intranet communication
e. Communications to company staff
Question 4. Another term for the marketing mix is the 4 Ps.
a. True
b. False
Question 5. STP refers to:
a. Selling, Telling, Promoting
b. Segmentation, Training, Positioning
c. Selling, Targeting, Positioning
d. Segmentation, Targeting, Positioning
e. Segmentation, Targeting, Pricing
Question 6. Types of environmental considerations are social, legal, economic, technological, demographic and religious.
a. True
b. False
Question 7. Focus groups are a form of primary research.
a. True
b. False
Question 8. The first step in conducting marketing research is ____________.
a. Determine the objective
b. Write a survey
c. Write a proposal
d. Create focus groups
e. Conduct preliminary research
Question 9. Which of the following is NOT a type of buyer?
a. Governments
b. Consumers
c. Seller
d. Corporations
e. Non-profit organizations
Question 10. Which of the following is NOT a secondary marketing research methodology?
a. Government sources
b. Academic sources
c. Focus groups
d. Consultants/research brokers
e. Industry publications
Question 11. Which of the following is an obstacle for marketing distribution channels?
a. Marketers
b. Retailers
c. Brokers
d. Sellers
e. Obfuscation
Question 12. One of the purposes of market segmentation is to maximize limited resources.
a. True
b. False
Question 13. The four areas of global strategic marketing planning include:
a. Strengths, weaknesses, opportunities, threats
b. Outsourcing, mergers, acquisitions, corporate insolvency
c. Market situation analysis, objectives, strategies, action plans
d. Democracy, communism, socialism, terrorism
e. Segmentation, targeting, positioning, training
Question 14. In industries where competition is highly localized, a decentralized structure where most of the decision-making is made at the country-level is often appropriate.
a. True
b. False
Question 15. The following is NOT a reason for global branding:
a. Economies of scale
b. Development costs that can be spread over large volumes
c. Brand awareness advantages â?" global brands are more visible than local brands
d. Cultural barriers
e. The ability to capitalize on media overlap between and among countries