Marketing principles worksheet with answers

Influencer marketing means:

1. AWorking with people who have engaged followers to promote a product
2. BUsing celebrity names without permission
3. CLobbying politicians to change laws
4. DPaying shop staff to recommend a product

Which of these is a marketing intermediary in a distribution channel?

1. AA wholesaler
2. BA shareholder
3. CA tax authority
4. DA competitor

In a PESTLE analysis, what do the letters stand for?

1. APolitical, ethical, social, trade, legal and economic
2. BPolitical, economic, social, technological, legal and environmental
3. CPrice, environment, sales, technology, logistics and employees
4. DProduct, economy, strategy, technological, labour and environmental

In the extended services marketing mix (7Ps), which three Ps are added to the original four?

1. APartners, publicity and performance
2. BPositioning, proof and productivity
3. CPrice, promotion and physical distribution
4. DPeople, process and physical evidence

A firm raises its price by 10% and the quantity sold falls by 20%. What is the price elasticity of demand, and what happens to revenue?

1. A−0.5, elastic, so revenue falls
2. B−0.5, inelastic, so revenue rises
3. C−2, elastic, so revenue falls
4. D−2, inelastic, so revenue rises

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

1. AHigh market share in a low-growth market
2. BLow market share in a low-growth market
3. CLow market share in a high-growth market
4. DHigh market share in a high-growth market

In a B2B buying centre, a purchasing assistant controls which supplier brochures reach the engineers. Which role does the assistant play?

1. AInfluencer
2. BGatekeeper
3. CUser
4. DDecider

Brand equity in Keller's customer-based model comes mainly from:

1. AThe lowest possible price
2. BBrand awareness and strong, favourable and unique brand associations
3. CThe size of the marketing department
4. DThe number of factories a company owns