Marketing principles worksheet with answers

Free printable Marketing principles worksheet: 8 problems from easy to exam level, with an answer key. Print it or save it as a PDF.

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Name: ____________________   Date: ____________

1.Easy

Dividing customers by usage rate, loyalty and benefits sought is called:

  1. APsychographic segmentation
  2. BDemographic segmentation
  3. CBehavioural segmentation
  4. DGeographic segmentation
2.Easy

A niche market is:

  1. AA small, specific segment with distinct needs
  2. BA market with no customers yet
  3. CThe whole mass market for a broad product category
  4. DA market controlled by the government
3.Easy

In Maslow's hierarchy of needs, which needs are at the base of the pyramid?

  1. ASelf-actualisation needs
  2. BPhysiological needs
  3. CSafety needs
  4. DEsteem needs
4.Medium

Which of these is one of Porter's five competitive forces?

  1. AThe threat of substitute products
  2. BThe level of inflation
  3. CThe political stability of a country
  4. DThe firm's brand awareness
5.Medium

In the Boston Consulting Group matrix, a "cash cow" has:

  1. ALow market share in a low-growth market
  2. BHigh market share in a high-growth market
  3. CLow market share in a high-growth market
  4. DHigh market share in a low-growth market
6.Medium

Value-based pricing sets prices mainly according to:

  1. AThe prices charged by the cheapest rival
  2. BCustomers' perception of the product's value
  3. CThe firm's target profit for the year
  4. DThe cost of making the product plus a mark-up
7.Hard

Under the EU General Data Protection Regulation (GDPR), sending marketing emails based on consent requires consent that is:

  1. AFreely given, specific, informed and unambiguous
  2. BGiven once for all future purposes by any company
  3. CAssumed when a customer visits the website
  4. DImplied by pre-ticked boxes
8.Hard

Geoffrey Moore's "chasm" in technology markets refers to the gap between which adopter groups?

  1. AEarly adopters and the early majority
  2. BEarly majority and late majority
  3. CInnovators and early adopters
  4. DLate majority and laggards

Answer key

  1. 1. C · Behavioural segmentation
  2. 2. A · A small, specific segment with distinct needs
  3. 3. B · Physiological needs
  4. 4. A · The threat of substitute products
  5. 5. D · High market share in a low-growth market
  6. 6. B · Customers' perception of the product's value
  7. 7. A · Freely given, specific, informed and unambiguous
  8. 8. A · Early adopters and the early majority

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