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

Which of these is a sales promotion?

  1. AA sponsored sports team
  2. BA press release about a new factory
  3. CA "buy one, get one free" offer
  4. DA TV advertising campaign
2.Easy

Market share is:

  1. AThe number of shares a firm has issued
  2. BThe number of markets or countries a firm operates in
  3. CA firm's sales as a percentage of total market sales
  4. DThe profit a firm makes per customer
3.Easy

A brand is:

  1. AThe factory where products are made
  2. BA name, sign or design that identifies a seller's products and distinguishes them
  3. CA legal contract with customers
  4. DThe cheapest product in a category
4.Medium

Content marketing mainly aims to:

  1. AAttract and keep an audience by offering useful or entertaining content
  2. BInterrupt viewers with as many adverts as possible
  3. CReplace all customer service with chatbots
  4. DReduce product prices for loyal customers
5.Medium

Positioning refers to:

  1. AThe order of products in a catalogue
  2. BHow a brand is perceived relative to competitors in customers' minds
  3. CWhere products are physically placed on shop shelves and in store displays
  4. DThe geographical location of the company
6.Medium

What is the usual order of stages in the consumer buying decision process?

  1. ANeed recognition, information search, evaluation of alternatives, purchase, post-purchase behaviour
  2. BPurchase, need recognition, information search, evaluation of alternatives, post-purchase behaviour
  3. CInformation search, need recognition, purchase, evaluation of alternatives, post-purchase behaviour
  4. DEvaluation of alternatives, need recognition, information search, purchase, post-purchase behaviour
7.Hard

A firm launches a cheaper version of its best-selling product. Total sales rise slightly, but sales of the original fall sharply. What has happened?

  1. ACannibalisation of the original product's sales
  2. BA pull strategy failure
  3. CSuccessful market development into a new segment
  4. DBrand dilution by a competitor
8.Hard

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

  1. AInnovators and early adopters
  2. BEarly adopters and the early majority
  3. CEarly majority and late majority
  4. DLate majority and laggards

Answer key

  1. 1. C · A "buy one, get one free" offer
  2. 2. C · A firm's sales as a percentage of total market sales
  3. 3. B · A name, sign or design that identifies a seller's products and distinguishes them
  4. 4. A · Attract and keep an audience by offering useful or entertaining content
  5. 5. B · How a brand is perceived relative to competitors in customers' minds
  6. 6. A · Need recognition, information search, evaluation of alternatives, purchase, post-purchase behaviour
  7. 7. A · Cannibalisation of the original product's sales
  8. 8. B · Early adopters and the early majority

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