Tiêu đề Testbank knowledge test tổng hợp.pdf ✅

Question 1 As the marketing manager for Samsung, you realise the need to differentiate your range of smart phones in the minds of your consumers. All mobile phones these days make phone calls and connect to the internet; so at which product level are you most likely to be able to differentiate your phones from your competitors' offerings? Core. Expected. Augmented. None of the options listed. Question 2 The total product concept broadly describes a product as a bundle of attributes, creating value for the customer. Specifically, a product can be defined as the core product, expected product, ____________ product and ____________ product. associated, final augmented, potential augmented, serviced associated, finished Question 3 Which of the following best describes the concept of product differentiation? How a product evolves as it moves from one phase of the product life cycle to the next. The creation of products and product attributes that distinguish one product from another. The creation of physical goods that are distinguished from competitor's physical goods. The creation of services that are distinguished from competitor's services. None of the options listed. Question 4 At which product level is a marketer most likely to be able to differentiate a product? Core.
Expected. Augmented. None of the options listed. Question 5 As an agent for Massey Ferguson tractors, you are classed as an intermediary. Other intermediaries in the distribution channel for tractors and farm equipment include: wholesalers. retailers. industrial buyers. all of the options listed. Question 6 'Big Ben' pies often carry on-pack promotions, aimed to generate demand at the point of purchase. They also are regularly discounted for retailers, who then pass on the price 'special' to their customers. With regard to these promotional strategies, which of the following statements is correct? When 'Big Ben' promotes its products directly to consumers in order to generate demand through the distribution channel is following a 'pull' promotional strategy. When 'Big Ben' promotes its products to wholesalers and retailers, rather than consumers, is following an ‘horizontal' promotional strategy. When 'Big Ben' promotes its products to wholesalers and retailers it could best be described as having an integrated marketing communications strategy. all of the options listed are correct. Question 7 Which of these is the definition of 'product'? A physical, tangible offering, capable of being delivered to a customer. A good offered to the market for exchange. A good, service or idea offered to the market for exchange. An intangible offering to the market.
Question 8 Milk could best be described as a product that is __________ distributed. intensively selectively exclusively directly None of the options listed. Question 9 A target market can best be described as: the total market for a product. a group of customers with different needs and wants. a group of customers with similar needs and wants. customers who currently purchase an organisation's products. customers who don't currently purchase an organisation's products. Question 10 Coca Cola rarely uses personal selling as one of its promotional strategies, instead opting for various mass- marketing approaches. Coca Cola understands that a disadvantage of personal selling is that: personal selling is expensive personal selling is time-consuming. personal selling has a more limited reach. all of the options listed are disadvantages. Question 11 A credit union that provides a wide range of financial services to members who are employed in particular industries would be best described as having: a market specialisation.
a product specialisation. a service specialisation. a product-market specialisation. None of the options listed. Question 12 Which of the following processes is most likely to assist with identifying target markets? The marketing mix. Market research. Creating, communicating and delivering an offering of value. Situational analysis SWOT analysis Question 13 Australia sells around one million cars a year. This figure represents the: market potential. sales revenue. market share. return on investment. Question 14 Behavioural segmentation differs from geographic, demographic and psychographic segmentation because it: is based on 'consumer characteristics'. is relatively unchanging over time. cannot provide evidence of emerging trends. is based on actual purchase and/or consumption behaviours.
Question 15 Which of the following best describes the broad concept of a market? A group of customers with heterogeneous needs and wants. A group of customers with homogenous needs and wants. The business-to-consumer market. The business-to- business market. None of the options listed. Question 16 The first step in determining the current positioning of a brand is: to devise some concept of the ideal position of the organisation's product or brand. to identify product attributes that consumers use to distinguish between competing products or brands. to develop a plan to move to the desired position. to move towards a position related to peer status. Question 17 Which of the following would be a consideration for an organisation in evaluating market segments and deciding which to target? The ability of the organisation to satisfy the needs and expectations of different market segments. The potential sales volume and revenues of different market segments. An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments. The cost to the organisation of targeting that market segment. All of the options listed would be considerations. Question 18 A market segment profile describes: common features shared by members of market segments and how they differ from other market segments.