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 an example of secondary research?

  1. AObserving customers in a store
  2. BReading a published industry report
  3. CRunning a focus group with customers
  4. DSending a new survey to shoppers
2.Easy

Primary research is:

  1. AData collected for the first time for a specific purpose
  2. BData that was already collected and published by others in reports
  3. CGovernment statistics
  4. DData from competitors' websites only
3.Easy

Public relations (PR) mainly aims to:

  1. ASell products face to face
  2. BSet the price of new products
  3. COffer short-term price discounts to boost sales volume quickly
  4. DBuild goodwill and manage the organisation's reputation
4.Medium

A small firm makes premium climbing gear and targets only serious climbers. Which targeting strategy is this?

  1. AMicromarketing for each individual
  2. BConcentrated (niche) marketing
  3. CUndifferentiated (mass) marketing
  4. DDifferentiated marketing
5.Medium

Positioning refers to:

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

A "push" promotional strategy focuses on:

  1. ACreating end-consumer demand through mass advertising so customers ask retailers for it
  2. BPromoting the product to intermediaries such as wholesalers and retailers
  3. CLowering prices online only
  4. DUsing word-of-mouth exclusively
7.Hard

A company advertises a product as "eco-friendly" without evidence, while only a minor part is recycled. What is this practice called?

  1. ASocietal marketing
  2. BGreenwashing
  3. CGreen product development
  4. DCause-related marketing
8.Hard

An online shop randomly shows half of its visitors a new checkout page and half the old one. Why is random assignment important?

  1. AIt guarantees that the new page will win
  2. BIt makes the test cheaper than a survey
  3. CIt makes the groups comparable, so differences in conversion can be attributed to the page
  4. DIt removes the need to measure conversion rates

Answer key

  1. 1. B · Reading a published industry report
  2. 2. A · Data collected for the first time for a specific purpose
  3. 3. D · Build goodwill and manage the organisation's reputation
  4. 4. B · Concentrated (niche) marketing
  5. 5. C · How a brand is perceived relative to competitors in customers' minds
  6. 6. B · Promoting the product to intermediaries such as wholesalers and retailers
  7. 7. B · Greenwashing
  8. 8. C · It makes the groups comparable, so differences in conversion can be attributed to the page

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