Marketing principles worksheet with answers

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

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

Which business orientation focuses mainly on making products efficiently and cheaply?

1. AThe relationship concept
2. BThe societal marketing concept
3. CThe marketing concept
4. DThe production concept

Which is typical of the introduction stage of the product life cycle?

1. AMany competitors and heavy price wars
2. BFalling sales and many products withdrawn
3. CLow sales, high costs and often losses
4. DThe highest profits of the whole cycle

Integrated marketing communications (IMC) means:

1. ACoordinating all communication channels to deliver one consistent message
2. BMerging the marketing and finance departments
3. CSpending the same budget on each medium
4. DUsing only digital channels for advertising

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

1. AConcentrated (niche) marketing
2. BDifferentiated marketing
3. CMicromarketing for each individual
4. DUndifferentiated (mass) marketing

A haircut is produced and consumed at the same time, with the customer present. Which service characteristic is this?

1. AIntangibility
2. BInseparability
3. CHeterogeneity
4. DPerishability

In the SERVQUAL gap model, the "knowledge gap" (gap 1) is the difference between:

1. AWhat customers expect and what managers think customers expect
2. BThe service standards set by managers and the service actually delivered
3. CThe price paid and the cost of providing the service
4. DThe service delivered and what advertising promised

A company launches a product that is easy to copy, with highly price-sensitive buyers and strong economies of scale. Which launch pricing strategy fits best?

1. APenetration pricing
2. BCaptive product pricing
3. CPrice skimming
4. DPrestige pricing