Site MapHelpFeedbackSelf-test Questions
Self-test Questions
(See related pages)



1

In a marketing-oriented company, management believe corporate goals can be achieved by:
A)Reducing costs
B)Making better quality products
C)Satisfying customer needs profitably
D)Increasing production efficiency
2

A marketing-oriented company will define its mission statement in terms of:
A)The products it produces
B)Its past history and business success
C)Opportunities arising from changing customer needs
D)Its production capabilities and facilities
E)The goals of the senior management
3

Marketing-oriented companies make an effort to get close to their customers to:
A)Sell more products
B)Better understand their customers' needs and problems
C)Reduce advertising costs
D)Notify them of special offers
E)Operate customer loyalty schemes
4

Organisational effectiveness means:
A)Doing the right thing
B)Focusing on the reduction of costs
C)Offering lower prices to win and maintain customers
D)Satisfying customer needs to attract and maintain customers
E)Conducting market research to understand competitors’ activities
5

A company that is ‘slowly dying’ can be said to be:
A)Efficient and ineffective
B)Efficient and effective
C)Effective and inefficient
D)Ineffective and inefficient
6

A market driven business:
A)Assumes low price and product price are the key to winning market share
B)Segments its market by product attributes
C)Relies on the existing tried and tested marketing mix to satisfy customer needs
D)Understands customers’ needs and satisfies them by varying the marketing mix
E)Relies on existing relationships to retain customers
7

A key feature of a marketing orientated company will be:
A)It copies other companies that are successful
B)It sells its products at a lower price than its competitors
C)It invests in advertising to out-perform its competitors
D)It uses market intelligence to understand competitors’ activities
E)It uses past experience to out-perform its competitors
8

New product development (NPD) should be based on:
A)Scientific advances and efficient production methods
B)Copying successful competitor product lines
C)Technological advances and perceived customer needs
D)A ready supply of raw materials
E)A skilled workforce to manufacture the new product
9

Adding value means looking at the total product or service from the:
A)Company’s perspective
B)Supplier’s perspective
C)Competitor’s perspective
D)Customer’s perspective
10

An effective marketing mix should:
A)Use a well blended approach to form a consistent theme
B)Use the 4p’s; product, price, promotion and place
C)Use advertising as a tool to create competitive advantage
D)Use knowledge of the customer
11

Competitive advantage is achieved by:
A)Reducing the price to become the cheapest supplier
B)Adjusting the marketing mix to satisfy customer needs profitably
C)Increasing promotion to increase demand
D)Leaving the marketing mix unchanged to reassure customers
12

According to research, high performing market orientated companies:
A)Are likely to be operating in established markets
B)Are likely to adopt a proactive approach to marketing planning
C)Are interested in evaluating market performance
D)Are not committed to using market research
13

Which element of the marketing mix does not represent a cost?
A)Product
B)Price
C)Promotion
D)Place
14

A theatre focusing on producing theatrical productions, developing aggressive marketing communications campaigns to attract customers would be considered to be following a orientation
15

The marketing concept focuses heavily on personal benefits and in doing so guarantees societal welfare.
A)TRUE
B)FALSE
16

Creation of customer demand can excite consumers and increase anticipation in the market place. Controlling the supply of a product implicating possible shortages can be called
17

Customer satisfaction depends upon perceived performance compared to buyer’s expectations. This evaluation process involves the customer in evaluation of:
A)The likeability of the product or service
B)Monetary costs and the level of services received
C)Perceived benefits and perceived sacrifices
D)Product delighters
18

The promotional mix consists of a number of promotional tools. The tool most likely to be used to reach a wide audience very quickly is:
A)Public Relations
B)Direct Mail
C)Sales Promotion
D)Advertising
E)Personal selling
19

Internet technologies have provided marketing orientated companies with an opportunity to:
A)Increase the number of products the company sells
B)Reduce the cost of selling to consumers
C)Increase the number of suppliers
D)Increase the number of channels to market
E)Reduce the cost of marketing communication strategies
20

In addition to the 4 Ps the service market mix includes: , and .
21

Which of the following groups of researchers concluded that marketing should be viewed as ‘a guiding philosophy for the whole organisation’?
A)Narver and Slater (1999)
B)Brownlie and Saren (1981)
C)Booms and Bitner (1981)
D)Hooley et al (1990)





To learn more about the book this website supports, please visit its Information Center.
(c)2004 McGraw-Hill Education Europe
Any use is subject to the Terms of Use and Privacy Policy.
McGraw-Hill Education Europe is one of the many fine businesses of The McGraw-Hill Companies.


Jobber, Marketing 4eOnline Learning Center with Powerweb

Home > Chapter 1 > Self-test questions