Marketing principles worksheet with answers

Market share is:

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

Segmenting customers by country, region or climate is called:

1. ABenefit segmentation
2. BGeographic segmentation
3. CBehavioural segmentation
4. DDemographic segmentation

Customer loyalty programmes are designed mainly to:

1. AIncrease production costs
2. BAttract new investors to the firm
3. CReduce product quality
4. DEncourage repeat purchases

A laptop comes with a two-year warranty, free delivery and online support. In Kotler's product levels, these belong to the:

1. AAugmented product
2. BCore customer value
3. CPotential product only
4. DActual product

A firm competes across a broad market by having the lowest costs in its industry and passing savings on as low prices. Which Porter generic strategy is this?

1. ADifferentiation focus
2. BDifferentiation
3. CCost leadership
4. DMarket development

Two established brands from different companies jointly market one product, such as a credit card carrying an airline's brand. This is:

1. ALine extension
2. BBrand extension
3. CMultibranding
4. DCo-branding

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

1. AEarly majority and late majority
2. BInnovators and early adopters
3. CLate majority and laggards
4. DEarly adopters and the early majority

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. ASuccessful market development into a new segment
2. BCannibalisation of the original product's sales
3. CA pull strategy failure
4. DBrand dilution by a competitor