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. ARunning a focus group with customers
  2. BSending a new survey to shoppers
  3. CReading a published industry report
  4. DObserving customers in a store
2.Easy

What does B2B marketing mean?

  1. AMarketing between two brands of one company
  2. BSelling products or services to other businesses
  3. CSelling directly to individual consumers for personal use
  4. DSelling only through online platforms
3.Easy

The marketing concept holds that a company should:

  1. AIdentify and satisfy customer needs better than competitors, at a profit
  2. BUse aggressive selling to push products onto customers
  3. CProduce as efficiently and cheaply as possible and sell whatever it makes
  4. DFocus only on improving product features
4.Medium

Which of these is a closed question in a survey?

  1. AWhat do you think of our new advert?
  2. BHave you bought this product in the last month? (yes/no)
  3. CWhy did you choose this brand?
  4. DHow would you describe your ideal holiday?
5.Medium

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

  1. AEvaluation of alternatives, need recognition, information search, purchase, post-purchase behaviour
  2. BNeed recognition, information search, evaluation of alternatives, purchase, post-purchase behaviour
  3. CInformation search, need recognition, purchase, evaluation of alternatives, post-purchase behaviour
  4. DPurchase, need recognition, information search, evaluation of alternatives, post-purchase behaviour
6.Medium

Why might a researcher choose in-depth interviews rather than a large questionnaire?

  1. ATo avoid any interviewer influence
  2. BTo explore customers' motives and feelings in detail
  3. CTo produce statistically representative percentages for the market
  4. DTo survey thousands of people cheaply
7.Hard

A firm uses different prices for the same seat on a flight depending on demand and booking time. This is:

  1. APsychological pricing with .99 endings
  2. BCaptive product pricing
  3. CDynamic pricing (yield management)
  4. DCost-plus pricing
8.Hard

In conjoint analysis, researchers:

  1. ACount website visitors
  2. BAsk respondents to choose between product profiles to estimate the value of each attribute
  3. CAnalyse competitors' financial statements
  4. DObserve shoppers in a store without asking questions

Answer key

  1. 1. C · Reading a published industry report
  2. 2. B · Selling products or services to other businesses
  3. 3. A · Identify and satisfy customer needs better than competitors, at a profit
  4. 4. B · Have you bought this product in the last month? (yes/no)
  5. 5. B · Need recognition, information search, evaluation of alternatives, purchase, post-purchase behaviour
  6. 6. B · To explore customers' motives and feelings in detail
  7. 7. C · Dynamic pricing (yield management)
  8. 8. B · Ask respondents to choose between product profiles to estimate the value of each attribute

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