Section A: Answer all twenty multiple choice questions(2 marks each) 1. Marketing is a management process because it A. Focuses on marketing activities B. Aids customers to get what they need or want C. Is a business function D. Fulfils customer requirements 2. Which one is not a reason for STEEPLE ANALYSIS? A. A tool for understanding the environment B. Helps to recognize the opportunities and threats that lie within it. C. Take advantage of opportunities and minimize threats D. None 3. Market brand position can be determined using A. Success positioning B. Perceptual mapping C. Market Targeting D. Market Segmentation 4. Management Information Systems aids marketers in carrying out research to enable them A. Make marketing decisions B. Improve their sales C. Attract better employees D. Earn a profit 5. Decision making process of a consumer is influenced by an interdisciplinary complex which does not include, A. Individual B. Situational C. Customer Satisfaction D. Marketing Mix 6. The Ansoff Product-Market Matrix offers growth strategies which one is not one of the strategies A. Diversification B. Market Penetration C. Business Portfolio D. Product development Page 2 of 7 7. A target market is the ...of a market that a business has chosen to serve A. Place B. Multivariable C. Chosen segment D. Space 8. Integrated marketing communication (IMC) involves a careful integration and coordination of a business's many communication channels to deliver a message about the products and services of the business itself. Which one of the following words does not fill the gap in the above statement? A. Consistent B. Clear C. Compelling D. Channel 9. Mobile Marketing is creation and delivery of marketing communication messages using mobile phones, smartphones or tablet computers. Some advantages include, A. Online directory B. Targeted and personalized C. Time flexible D. Cost effective 10. Management Information Systems aids marketers in carrying out research to enable them A. Make marketing decisions B. Improve their sales C. Attract better employees D. Earn a profit 11. The gathering preliminary information to assist in defining the problem defines which type of research A. Descriptive B. Casual Page 3 of 7 C. Quantitative D. Exploratory 12. A . is an individual who buys goods and services for his or her own use, for household use, for the use of a family member or a friend. A. Customer B. Consumer C. Marketer D. Salesperson 13. Which one of the following is not a distinct stage of the consumer decision making process? A. Need recognition B. Information research C. Evaluation of alternatives D. Customer satisfaction 14. Which of the following is a group of business that markets goods that are close substitutes for each other? A. Industry B. Portfolio analysis C. Value chain D. Entrant 15. Which one of the following is not part of the 4 P's of marketing mix? A. Place B. Promotion C. Policy D. Price 16. Cost leadership is a business phenomenon achievable by many practices including A. Market testing B. Optimal employee utilization C. Economies of scale D. Opening long hours 17. Which of the following is not a characteristic of a good website A. Continual update B. Easy to navigate C. Offer-shallow information D. Load quickly Page 4 of 7 18. is when manufacturers combine with retailer /supplier/customer to fund advertising activity A. Product advertising B. Markdown event advertising C. Institutional advertising D. Co-operative advertising 19. Which of the following is not one of the C's of effective communication A. Correctness B. Courtesy C. Cost D. Conciseness 20. When the priority is to compete against powerful international competitors especially from the far East and USA the approach to marketing is at a A. World scale B. African scale C. Regional scale D. National scale