from them may pwers to a neutral long-term effect B) Sales promotions tend to attract new buyers of the brand during the promotional period rather than existing buyers Sales promotions tend to attract existing buyers of the brand during the promotional period rather than new buyers Where the promotion has caused to buy the brand only because of its incentive value with no effect on underlying preference, the long term effect may be negative 47) Search engine optimization describes the range of tools and techniques employed to try to ensure that an a k high on the SERP possible. Some of the key variables that have an impact on search rankings include keywords content and links A platform B) webpage Dj blogger 48) Which of the following statements is true? A It is more expensive to keep customers than to attract new customers It is more expensive to attract new customers than to retain i ng ones Existing customers demand more services Di New customers demand more services 49) What is "environmental scanning"? A] Environmental scanning is the process of monitoring and analyzing the macroenvironment 1) Environmental scanning is the process of monitoring and analysing the microenvironment Environmental scanning is part of the process in developing rentally friendly products D Environmental scanning is the process of monitoring and analyzing the marketing environment Which of the following are important dimensions of service quality A] B) 0 D Trustworthiness, reliability, reciprocity.reputation and flexibility Reliability, responsiveness, empathy surance and tangibles Reputation, responsivenes,intang bles, durability and reliability Assurance, reliability, responsivenes, reputation and flexibility A B) perceptions propositions Conventions 42) The individual with the power and/or financial authority to make the time choice regarding which product to buy is known as which of the following? aurer 43) Marketing planning is the process by which businesses Al select the marketing i Bl analyse the environment decide oncours of marketing action, and implement those decision o select their target market promotional and overal marketing Strategy D create their business vision and marketing plan 44] What is meant by the term related marketing? Al Cause-related marketing is phantopy where ga n ge money to a charity or a Cause not expecting any return for their donation, thereby boosting their corporate image B) Cause-related marketing is a commercial activity by which businesses and charities or causes forma partnership with each other to market an image, goods or service for mutual benefit Cause-related marketing is where a company depts an issue or a concern and acts as a public advocate of the issue or concer Di Cawse-related marketing is where a company forward a long term marketing objective fora company to achieve. This objective helps form a company's mission statement 45) Which of the following strategies involves a firm seeking a cost advantage with one or a small number of target market segment A Differentiation focus Cost Leadership 46) Which of the following statements is true? Al the promotion has attracted new buyers who find that they like the brand, repeat purchase from them e aneu allonem effect B) Sales promotions tend to attract new buyers of the brand during the promotional period rather han existing b ers Sales promotions tend to attract existing buyers of the brand during the promotional period Dj Where the promotion has caused consumers to buy the brand only because of its incentive value ext e rlyng preferences, the long term effect may be negative with 47) Search engine optimization describes the range of tools and techniques employed to try to ensure that are ranks as on the SERP powite some of the key variables that have an impact on A platform B) webpage A improves the researcher's understanding of key research issues B) It is inexpensive to carry out Q Highlights definitive causes Di Because it is demanded by the client 3) What is the purpose of mention? Al To identity differences in behaviour that has implications for marketing decisions 6) To identify the most profitable consumer segments To target segments that are not targeted by competition D To target segments which match our product service attributes 3) The key actors in the firm's immediate environment that a its chosen markets are which of the following ct its capabilities to operate electively in A] B) Customers, stat u tors and competitors Customers, staff, distributors and retailers Suppliers, distributors, customers and retailers Suppliers, d o ctors and competitors 37) The concept that aims to minimize stocks by organizing a supply system which provides materials and components as they are required, called which of the following O D A) SxSigma Manufacturing B) WOM World Class Manufacturing TOM (Total Quality Management) IT (Justin Time 38) The moral principles and values that govern the actions to which of the following? A] Norms B) Religion Ethics D Culture Q 39) Effective segmentation requires that serents should consist of customers whose needs are within a segment, but significantly different from those in other segments A homogeneous B) heropene different Dunique 40 Four core forms of customer value been identified. These are price value, performance value 41) Brands have the power to affect consumers' For example, in blind product testing customers often fail to distinguish between competing brands, even though they may have a high level of loyalty to one brand 20) in vice value is co-created between the producer and the in use at the forefront of thinking about innovation and marketing placing the concept of value A distributor 20 MW has been using the slogan "The ultimate driving machine for decades to ensure the of the brand's positioning B) consistency The term moment of truth is used to describe which of the following? member anda customer The interaction between a DJ None of the above 31) According to the BOG "Stars" are described as which of the following A) B) Brands with high profit margin Brands with high growth in terms of share price and turnover Brands with presently low levels of market share, however, are good prospects for rapid market D Market leaders in high growth markets 32) Abroadly defined, enduring statement of purpose that distinguishes a business from others of type is referred to as which of the following A] A focus statement B) A tactical plan Abutin mission A rate statement D 3) Which of the following is an optimal number of people involved in a focus group? B) 20-30 6-12 12-20 D 34) Why exploratory research carried out? A improves the researchers understanding of key research in B) it is inexpensive to carry out Highlights definitive causalities Dj Because it is demanded by the client 22) What is meant by the langrey purchasing power A "Grey purchasing power refers to the fact that r es are increasingly sourcing product from low priced countries, not using manufacturers established channels of distribution, thereby creating are market B] "Grey purchasing power refers to the fact that the over 65 year old maritis of increasing importance for marketer Q "Grey purchasing power refers to the fact that the over 45-year-old man is of increasing importance for marketers D "Grey purchasing power refers to the fact that matters are unsure about demand in the marketplace Product placement is the deliberate placing of products and/or their logosin i n return for 23) money Al movies B) television video games Dj all of the above 24) Which of the following is not an example of a service business A Hairdresser 25] Whatsampling problems are through the use of one wrveys as the survey method? Al Obtaining a cross-sectional sample can be severely restricting as internet entend to be from younger and more affluent groups in society The sample is too broad to be representative. The internet allows for response from anywhere in the global, therefore increasing the difficulty in analysis Samples are usually too small to make inferences on the general population Dj Samples are to large, making analysis officult Why is cluster analysis used on questionnaire data? A To group respondents B) To describe data Te determine there is a relationship between variables D To establish cause and effect 27) Online ethnograph rearch is known as A graphy Boninography digtalography D webography 26) in service value is co-created between the producer and the in use at the forefront of thinking about innovation and marketing placing the concept of value deller individual 15) During the maturity age of the product life cycle, the main strategic focus A B) expanding the market penetrating the market protecting market share improving productivity D 16) What is the key challenge for markers? A The key challenge for marketers is to monitor competitors and match them in terms of their product, place, price and promotion B) The key challenge for marketers is to develop a competitive advantage through marketing decision, which are cost effective and maximise the company's profits The key challenge for marketers is to continuously develop new, successful products a ider products gradually decline in popularity The key challenge for marketers is to monitor and understand customer needs and develop a competitive advantage through marketing mis decisions 17) CRM stands for which of the following A] Continuous Realtime Marketing B) Cause Related Management c omer Relationship o Company Reputation Marketing 18) When a comary designs a separate marketing mix for each customer, this is called which of the following A B) Differentiated marketing Unditerentiated marketing Customized marketing 19) A good brand name should A voke positive avociation o Use numerals when emphasizing technology 201 What is cognitive dissonance A] When customer experience some post purchase concerns 3) When customer experience information Overload prior to purchase When customers feel that the risk of purchase is too great Dj When customers receive conflicting wormation about product service from a variety of Why sampling carried out? A] Se as the total population can be divided into segments B) Seas to provide s that are representative So as one can estimate the total population Dj So as not to interview the entire population Which of the following is a prerequisite to successful positioning? A) 8) C) D) The differential advantage should be categorical and definitive The differential advantage should have a competitive edge The differential advantage should have equity The differential advantage should be similar to competitors Supermarket chains exercise considerable power over manufacturers because of A) B) C) D) the lack of retail concentration the lack of other viable distribution channels their enormous buying capabilities their global reach 10) Exclusive distribution is an extreme form of which of the following? A) B) c) D) Exhaustive distribution Luxury distribution Intensive distribution Selective distribution 11) The attractiveness of a waiting environment may influence perceptions regarding which unique service characteristic? A) B) c) D) Product Promotion People Physical evidence 12) Brands reduce the risks associated with purchase because consumers can trust the brands they choose based on past experience. These risks are functional risk, financial risk and risk. A) personal B) competitive c) social D) design 13) A penetration pricing strategy is likely where a company A) seeks to dominate the market B) seeks to create a barrier to entry for competitors C) seeks to dominate the market and to create a barrier to entry for competitors D) none of the above 14) Which of the following is one of the five roles in the decision-making process? A) Influencer B) identifier C) Individual D) All of the above The macroeconomic forces shape the character of which of the following? A) B) C) D) The future marketing plans for a company The strengths and weaknesses of a company The opportunities and threats facing a company The immediate capabilities of a company Operant conditioning occurs as a result of which of the following? A) Offering free samples of a product B) Large advertising campaigns C) Reducing prices D) Offering extra warranties What is "marketing myopia"? A) Marketing myopia is where management are product focused rather than customer focused B) Marketing myopia is where management fails to respond to technological change C) Marketing myopia is where bureaucratic decision processes occur that stifle responses to change D) Marketing myopia is where a company sees change as a threat and therefore defends the status What information does a consumer panel provide? A) Their television viewership patterns B) Their attitudes towards certain trends C) Their attitudes towards certain adverts D) Information on their purchases over time 5) Standardization of "FMCG's" is more difficult due to differences in local tastes. "FMCG" stands for which of the following? A) Fast Moving Consumer Goods B) Fixed Managed Company Goods C) Fair, Modest, Competitively-Priced Goods D) None of the Above Which of the following shapes best represent the classic product life cycle curve? A) U-shaped B) Inverted U-Shaped C) W-shaped D) V-shaped The General Electric (GE) matrix, assesses the attractiveness of brands by considering which two factors? A) Market attractiveness and competitive position B) Competitor attractiveness and market position c) Market share and relative market share D) Product category and portfolio planning