1. What is the term for the sum of all the payments made by consumers for the benefits of using or buying a product or service?
A. Cost.
B. Price.
C. Expense.
D. Value.
2. Which pricing strategy involves setting a high initial price for a new product to “skim” maximum revenue layer by layer from the segments willing to pay the high price?
A. Price skimming.
B. Penetration pricing.
C. Cost-plus pricing.
D. Value-based pricing.
3. A firm analyzes its business portfolio by evaluating each business unit’s market share and market growth rate. This is characteristic of which strategic tool?
A. The Boston Consulting Group (BCG) matrix.
B. SWOT analysis.
C. Porter’s Five Forces.
D. The Ansoff matrix.
4. What is the term for the set of controllable, tactical marketing tools that a firm blends to produce the response it wants in the target market?
A. Marketing mix.
B. Marketing strategy.
C. Marketing plan.
D. Marketing concept.
5. Which of the following is a core function of marketing research?
A. To gather and analyze information about markets and consumers.
B. To set production quotas.
C. To manage company finances.
D. To design product packaging.
6. A company is experiencing declining sales and profits for one of its products. The market is shrinking or becoming obsolete. This product is likely in the ______ stage of its life cycle.
A. Decline.
B. Maturity.
C. Growth.
D. Introduction.
7. Which of the following is a key characteristic of a ‘Star’ product in the BCG matrix?
A. High market share and high market growth rate.
B. Low market share and high market growth rate.
C. High market share and low market growth rate.
D. Low market share and low market growth rate.
8. What is the term for a brand name that is recognized and trusted by consumers, leading to repeat purchases and loyalty?
A. Brand equity.
B. Brand positioning.
C. Brand extension.
D. Brand personality.
9. A company decides to expand its business by developing new products for new markets. This strategy is known as:
A. Diversification.
B. Market penetration.
C. Product development.
D. Market development.
10. A company analyzes the buying behavior of individuals and households who buy or acquire goods and services for personal consumption. This refers to:
A. Consumer market analysis.
B. Business-to-business (B2B) market analysis.
C. Organizational buying behavior.
D. Institutional market analysis.
11. Which type of advertising aims to build brand preference, encourage switching from competitors, and persuade customers to buy now?
A. Persuasive advertising.
B. Informative advertising.
C. Reminder advertising.
D. Comparative advertising.
12. What does the ‘P’ in the marketing mix stand for when referring to the physical location where products are available for purchase?
A. Place.
B. Promotion.
C. Product.
D. Price.
13. What is the term for the specific group of consumers at whom a company directs its marketing efforts?
A. Target market.
B. Market segment.
C. Market niche.
D. Customer profile.
14. A firm decides to acquire a supplier to gain control over raw materials. This is an example of which type of growth strategy?
A. Backward integration.
B. Forward integration.
C. Horizontal integration.
D. Concentric diversification.
15. When a marketer targets a narrow segment of buyers with specialized products or services, this is known as:
A. Niche marketing.
B. Mass marketing.
C. Undifferentiated marketing.
D. Differentiated marketing.
16. Which stage of the product life cycle is characterized by high costs of product development and marketing, with little or no sales revenue?
A. Introduction.
B. Growth.
C. Maturity.
D. Decline.
17. When a company aims to create a unique and distinctive image of its product in the minds of target consumers, it is engaging in:
A. Market positioning.
B. Market segmentation.
C. Market targeting.
D. Market differentiation.
18. Which of the following is NOT considered one of the core marketing mix ‘4 Ps’?
A. People.
B. Product.
C. Price.
D. Place.
19. Which of the following best describes ‘penetration pricing’?
A. Setting a low initial price to attract a large number of buyers quickly and win a large market share.
B. Setting a high initial price to maximize profits from early adopters.
C. Pricing based on customer perception of value.
D. Pricing a product based on its production costs plus a markup.
20. What is the primary goal of CRM (Customer Relationship Management) systems?
A. To manage and analyze customer interactions and data throughout the customer lifecycle.
B. To automate production processes.
C. To manage financial accounting.
D. To optimize supply chain logistics.
21. A company decides to sell its products through multiple intermediaries, such as wholesalers and retailers, to reach a wide customer base. This is an example of:
A. An indirect distribution channel.
B. A direct distribution channel.
C. A selective distribution strategy.
D. An exclusive distribution strategy.
22. When a marketing team researches potential customers’ lifestyles, attitudes, values, and interests, they are using:
A. Psychographic segmentation.
B. Demographic segmentation.
C. Geographic segmentation.
D. Behavioral segmentation.
23. What is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return?
A. Marketing.
B. Sales.
C. Advertising.
D. Branding.
24. When a company offers a warranty on its products, it is attempting to enhance its:
A. Perceived value and customer confidence.
B. Production efficiency.
C. Distribution speed.
D. Advertising reach.
25. When a company uses social media platforms to engage with customers, share content, and build brand awareness, it is utilizing which element of the promotion mix?
A. Digital marketing and social media.
B. Personal selling.
C. Public relations.
D. Sales promotion.
26. When a company introduces a new product into an existing market, what type of product strategy are they employing?
A. Market development.
B. Product development.
C. Diversification.
D. Market penetration.
27. A company decides to segment its market based on demographic factors such as age, gender, income, and education. This type of segmentation is known as:
A. Demographic segmentation.
B. Geographic segmentation.
C. Psychographic segmentation.
D. Behavioral segmentation.
28. Which marketing approach focuses on understanding and satisfying customer needs and wants, while also considering the company’s long-term profitability and societal well-being?
A. The societal marketing concept, which emphasizes balancing consumer wants, company profits, and society’s interests.
B. The product concept, which concentrates on improving the product’s quality and features.
C. The selling concept, which prioritizes aggressive sales tactics and promotion.
D. The production concept, which focuses on mass production and cost efficiency.
29. A company creates a loyalty program that rewards frequent customers with discounts and exclusive offers. This is an example of which promotion tool?
A. Sales promotion.
B. Advertising.
C. Personal selling.
D. Public relations.
30. What does the ‘S’ in SWOT analysis stand for?
A. Strengths.
B. Strategy.
C. Services.
D. Segmentation.
31. When a marketer targets a specific segment of the market with a tailored marketing mix, this is known as:
A. Mass Marketing
B. Undifferentiated Marketing
C. Differentiated Marketing
D. Concentrated Marketing
32. Which pricing strategy involves setting a high initial price for a new product to skim revenue layers from the market?
A. Penetration Pricing
B. Skimming Pricing
C. Bundle Pricing
D. Psychological Pricing
33. What is the main purpose of a SWOT analysis in marketing?
A. To determine pricing strategies
B. To identify internal strengths and weaknesses, and external opportunities and threats
C. To forecast sales volume
D. To analyze competitor advertising budgets
34. What does ‘Place’ in the 4 Ps of marketing refer to?
A. Advertising and public relations
B. Product design and features
C. Distribution channels and logistics
D. Pricing tactics and discounts
35. According to Porter’s Five Forces, which force examines the ease with which new competitors can enter an industry?
A. Bargaining Power of Buyers
B. Threat of New Entrants
C. Threat of Substitute Products or Services
D. Rivalry Among Existing Competitors
36. Which marketing strategy involves developing new products for new markets?
A. Market Penetration
B. Market Development
C. Product Development
D. Diversification
37. What does the ‘S’ in SMART objectives stand for?
A. Strategic
B. Satisfactory
C. Specific
D. Sustainable
38. What is the primary goal of a marketing plan?
A. To outline the company’s financial projections
B. To detail the strategies and tactics for achieving marketing objectives
C. To conduct a thorough competitive analysis
D. To recruit new marketing staff
39. Customer lifetime value (CLV) is a metric that measures:
A. The total cost of acquiring a new customer
B. The total revenue a business can expect from a single customer account throughout the business relationship
C. The average number of purchases a customer makes per year
D. The satisfaction level of a customer after a single transaction
40. A company uses social media platforms, email marketing, and content marketing to engage with its target audience and build relationships. This approach is best described as:
A. Transactional Marketing
B. Relationship Marketing
C. Direct Marketing
D. Affiliate Marketing
41. What is the term for the set of marketing tools that a firm uses to pursue its marketing objectives in the target market?
A. Marketing Strategy
B. Marketing Mix
C. Marketing Plan
D. Market Segmentation
42. What is the process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors who might require separate marketing strategies or mixes?
A. Market Targeting
B. Market Positioning
C. Market Segmentation
D. Market Research
43. A company decides to expand its product line into a new geographic market where it has no prior presence. According to the Ansoff Matrix, what type of growth strategy is this?
A. Market Penetration
B. Product Development
C. Market Development
D. Diversification
44. Which distribution channel involves selling directly to the end consumer without intermediaries?
A. Indirect Distribution
B. Multi-channel Distribution
C. Direct Distribution
D. Intensive Distribution
45. The marketing concept that focuses on improving the product and its features is the:
A. Societal Marketing Concept
B. Selling Concept
C. Product Concept
D. Production Concept
46. When a company tries to increase sales of its existing products in its existing markets, it is pursuing a strategy of:
A. Market Development
B. Product Development
C. Market Penetration
D. Diversification
47. Which element of the marketing mix (4 Ps) refers to how a product is packaged, branded, and its features?
A. Price
B. Place
C. Promotion
D. Product
48. The process of understanding consumer needs and wants, and then developing products or services to satisfy them, is known as:
A. Market Research
B. Product Development
C. Customer Relationship Management
D. Demand Forecasting
49. A company’s ability to create, communicate, and deliver superior customer value compared to competitors is known as:
A. Competitive Advantage
B. Market Share
C. Brand Loyalty
D. Customer Satisfaction
50. What is the main objective of Sales Promotion?
A. To build long-term brand preference
B. To provide immediate incentives for purchase
C. To maintain a consistent brand image
D. To conduct extensive market research
51. Which of the following is an example of a psychographic segmentation variable?
A. Age group
B. Urban vs. Rural location
C. Usage rate
D. Social class
52. Which marketing concept emphasizes creating, communicating, and delivering value to customers and managing customer relationships in ways that benefit the organization and its stakeholders?
A. Production Concept
B. Product Concept
C. Marketing Concept
D. Selling Concept
53. What is the primary function of advertising in the promotion mix?
A. To build immediate sales with a direct invitation to buy
B. To create buzz and excitement through word-of-mouth
C. To inform, persuade, or remind target audiences about a product or service
D. To establish personal connections with potential customers
54. Which of the following is an example of a behavioral segmentation variable?
A. Occasion
B. Occupation
C. Personality
D. Geographic Location
55. What is the primary goal of market segmentation?
A. To reduce production costs
B. To create a unique product for every customer
C. To identify and serve specific customer groups more effectively
D. To increase advertising expenditure
56. When a company offers a discount on a product for a limited time to encourage immediate purchase, it is using a tactic from which element of the marketing mix?
A. Product
B. Price
C. Place
D. Promotion
57. What is the term for the value a customer places on a product or service based on their perception of its benefits versus its costs?
A. Brand Equity
B. Customer Value
C. Perceived Risk
D. Market Demand
58. A brand’s position in the consumer’s mind relative to competing brands is referred to as:
A. Brand Equity
B. Brand Loyalty
C. Brand Image
D. Brand Positioning
59. Which promotional tool involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events?
A. Personal Selling
B. Sales Promotion
C. Public Relations
D. Direct Marketing
60. Which of the following is NOT a common demographic segmentation variable?
A. Age
B. Income
C. Lifestyle
D. Gender
61. A company decides to charge a high initial price for a new innovative product, planning to lower it over time. This pricing strategy is known as:
A. Penetration pricing
B. Skimming pricing
C. Competitive pricing
D. Cost-plus pricing
62. Which pricing strategy involves setting prices based on the costs of production, distribution, and selling the product plus a fair rate of return?
A. Value-based pricing
B. Competitive pricing
C. Cost-plus pricing
D. Dynamic pricing
63. What is the core concept of ‘positioning’ in marketing?
A. To determine the product’s manufacturing cost.
B. To create a distinct image and identity for a product or brand in the minds of target consumers.
C. To set the product’s retail price.
D. To decide on the distribution channels.
64. What does the term ‘brand equity’ refer to in marketing?
A. The total cost of producing a brand’s products.
B. The value a brand adds to a product, stemming from consumer perception and loyalty.
C. The number of product lines a brand offers.
D. The legal protection of a brand’s name.
65. Which stage of the product life cycle is characterized by rapid sales growth and increasing profits?
A. Introduction
B. Growth
C. Maturity
D. Decline
66. Which of the following best describes the concept of a ‘brand extension’ in marketing?
A. Introducing a new product that is completely unrelated to the existing brand’s core offerings.
B. Launching a new product under an established brand name in a new category.
C. Modifying the existing product’s features to appeal to a different customer segment.
D. Creating a sub-brand that targets a niche market within the same product category.
67. What is the term for the total number of customers who have bought a company’s product or service?
A. Market share
B. Customer base
C. Brand awareness
D. Customer lifetime value
68. What is the role of a marketing intermediary?
A. To manufacture the product.
B. To act as a link between the producer and the consumer, facilitating the exchange process.
C. To conduct market research for the producer.
D. To manage the company’s financial investments.
69. What does the term ‘disintermediation’ refer to in marketing?
A. Adding more intermediaries to the distribution channel.
B. The removal or reduction of intermediaries between producers and consumers.
C. Increasing the price of a product.
D. Developing new product features.
70. What is the term for the process of designing and developing new products?
A. Market research
B. Product development
C. Brand management
D. Supply chain management
71. Which of the following is an example of a ‘pull’ strategy in promotion?
A. Offering discounts to retailers to stock a product.
B. Advertising directly to consumers to create demand.
C. Providing sales incentives to the sales force.
D. Engaging in direct mail campaigns to businesses.
72. What is the primary objective of a ‘call to action’ (CTA) in marketing communications?
A. To inform the audience about the company’s history.
B. To prompt the audience to take a specific, desired action.
C. To explain the product’s technical specifications.
D. To entertain the audience.
73. Which of the following is an example of a ‘push’ strategy in promotion?
A. Running a social media campaign targeting end consumers.
B. Offering trade show discounts to distributors.
C. Creating a viral marketing video.
D. Sponsoring a popular event.
74. Which of these is a commonly used metric for measuring advertising effectiveness?
A. Customer satisfaction score
B. Return on Investment (ROI)
C. Website bounce rate
D. Gross Domestic Product (GDP)
75. What does the term ‘value proposition’ refer to in marketing?
A. The company’s total revenue.
B. The unique benefits and value a product or service offers to its customers.
C. The cost of producing the product.
D. The competitor’s pricing strategy.
76. Which of the following best describes ‘penetration pricing’?
A. Setting a high price for a new product to ‘skim’ the market.
B. Setting a low initial price to attract a large number of buyers quickly and win a large market share.
C. Setting prices based on competitors’ prices.
D. Adjusting prices frequently based on demand and other factors.
77. Which of the following is a key component of a company’s marketing mix (4 Ps) that focuses on the tangible and intangible attributes of a product?
A. Price
B. Place
C. Promotion
D. Product
78. What is the primary purpose of A/B testing in digital marketing?
A. To analyze competitor strategies.
B. To compare two versions of a marketing asset (e.g., an email or webpage) to see which performs better.
C. To forecast long-term market trends.
D. To develop new product features based on user feedback.
79. What is the main advantage of digital marketing over traditional marketing?
A. Higher production costs.
B. Greater ability to target specific audiences and measure results.
C. Less flexibility in campaign changes.
D. Limited reach to a global audience.
80. According to the marketing mix (4 Ps), which element focuses on the activities a company undertakes to make the product available to target consumers?
A. Product
B. Price
C. Promotion
D. Place
81. Which marketing approach focuses on building strong, long-term relationships with customers through personalized communication and exclusive offers?
A. Mass marketing
B. Relationship marketing
C. Transactional marketing
D. Undifferentiated marketing
82. What is the primary function of a marketing plan?
A. To dictate daily operational tasks.
B. To outline marketing objectives, strategies, and tactics for a specific period.
C. To manage financial accounting.
D. To recruit new employees.
83. What is the primary goal of market segmentation?
A. To increase production efficiency.
B. To identify and group customers with similar needs and characteristics.
C. To reduce advertising costs.
D. To develop a single product that appeals to everyone.
84. Which promotional tool involves direct communication with customers to generate sales and build customer relationships?
A. Advertising
B. Sales promotion
C. Public relations
D. Personal selling
85. A company selling luxury watches primarily targets individuals with high disposable income and a taste for exclusivity. This is an example of segmentation based on:
A. Geographic factors
B. Demographic factors (income, lifestyle)
C. Behavioral factors
D. Psychographic factors (personality)
86. Which marketing concept emphasizes satisfying customer needs and wants while also considering the long-term welfare of consumers and society?
A. Societal marketing concept
B. Product concept
C. Production concept
D. Selling concept
87. What is the main objective of a marketing audit?
A. To increase sales immediately.
B. To systematically review and evaluate a company’s marketing objectives, strategies, and performance.
C. To develop new advertising campaigns.
D. To manage inventory levels.
88. What is the main purpose of a SWOT analysis in marketing strategy?
A. To identify competitive pricing strategies.
B. To understand the company’s internal Strengths, Weaknesses, and external Opportunities, Threats.
C. To forecast future sales trends.
D. To develop new product features.
89. In the context of marketing, what does ‘customer relationship management’ (CRM) primarily aim to achieve?
A. To automate production processes.
B. To maximize short-term sales figures.
C. To build and maintain long-term, profitable customer relationships.
D. To reduce the cost of marketing research.
90. Which of the following is NOT a common segmentation variable for consumer markets?
A. Geographic
B. Demographic
C. Psychographic
D. Technographic
91. Which of the following is a key component of the ‘Promotion’ element in the marketing mix?
A. Advertising.
B. Packaging.
C. Product design.
D. Customer service.
92. What does the acronym ‘SWOT’ stand for in marketing analysis?
A. Strengths, Weaknesses, Opportunities, Threats.
B. Strategy, Willingness, Objectives, Tactics.
C. Sales, Wares, Operations, Targets.
D. Supply, Willingness, Organization, Trust.
93. Which of the following is NOT considered one of the traditional ‘4 Ps’ of marketing?
A. People.
B. Product.
C. Price.
D. Promotion.
94. When a company uses the same brand name for all its products, regardless of their category, what branding strategy is it employing?
A. Family branding.
B. Individual branding.
C. Umbrella branding.
D. Co-branding.
95. Which of the following best describes the concept of a ‘marketing myopia’ as introduced by Theodore Levitt?
A. Focusing too narrowly on current products and customer needs, failing to recognize the broader benefits and potential for growth.
B. Over-investing in product development without considering market demand.
C. Ignoring customer feedback in favor of internal product innovation.
D. Prioritizing short-term sales over long-term brand building.
96. What is ‘brand equity’?
A. The added value a brand name gives to a product beyond its functional benefits.
B. The total cost incurred in developing a brand.
C. The number of products sold under a specific brand name.
D. The legal protection afforded to a brand’s logo.
97. A company develops a new product that is significantly different from anything currently on the market. What is the most appropriate initial marketing objective?
A. Market penetration.
B. Market development.
C. Product development.
D. Market skimming.
98. A company sells its products through its own website and physical stores. This is an example of which distribution strategy?
A. Omnichannel distribution.
B. Exclusive distribution.
C. Indirect distribution.
D. Wholesale distribution.
99. What is the main difference between marketing and sales?
A. Marketing focuses on understanding customer needs and creating value, while sales focuses on persuading customers to purchase.
B. Sales is a part of marketing, but marketing is not part of sales.
C. Marketing is about creating products, and sales is about selling them.
D. Marketing is a one-time event, while sales is an ongoing process.
100. A company decides to charge a price that is slightly lower than its main competitors for a similar product. This is an example of which pricing strategy?
A. Competitive pricing.
B. Value-based pricing.
C. Cost-plus pricing.
D. Premium pricing.
101. What is the purpose of a marketing plan?
A. To outline the strategies and tactics a company will use to achieve its marketing objectives.
B. To detail the company’s financial performance over the past year.
C. To list all current employees in the marketing department.
D. To describe the company’s manufacturing processes.
102. What is the primary goal of a customer relationship management (CRM) system in marketing?
A. To manage and analyze customer interactions and data to improve business relationships and drive sales growth.
B. To automate all marketing campaign creation and execution.
C. To track inventory levels and supply chain efficiency.
D. To conduct market research and competitor analysis.
103. What is the term for a group of consumers who share a common interest or characteristic and are targeted by a marketer?
A. Target market.
B. Market segment.
C. Customer base.
D. Consumer group.
104. Which of the following is an example of an ‘indirect’ distribution channel?
A. Selling through a retailer.
B. Selling directly from a company-owned store.
C. Selling through a company’s e-commerce website.
D. Selling through a company’s sales force.
105. A company launches a new smartphone with advanced features. To reach a wide audience quickly, which distribution strategy would be most effective?
A. Intensive distribution.
B. Exclusive distribution.
C. Selective distribution.
D. Direct selling.
106. What is the main purpose of market segmentation?
A. To divide a broad consumer market into smaller, more manageable groups with similar needs or characteristics.
B. To eliminate all competition in a given market.
C. To create a single product that appeals to every consumer.
D. To increase the price of products based on perceived value.
107. When a company aims to understand the ‘why’ behind consumer behavior, what type of market research is it primarily conducting?
A. Qualitative research.
B. Quantitative research.
C. Experimental research.
D. Descriptive research.
108. A company decides to use a celebrity endorsement in its advertising. This is an example of which promotional tool?
A. Public relations.
B. Personal selling.
C. Sales promotion.
D. Direct marketing.
109. Which marketing strategy involves creating a unique brand image and positioning in the minds of consumers?
A. Product differentiation.
B. Cost leadership.
C. Market penetration.
D. Diversification.
110. Which marketing channel involves direct communication between the company and individual customers, often through personalized messages?
A. Direct marketing.
B. Mass marketing.
C. Advertising.
D. Public relations.
111. A company is facing a situation where its product is in the ‘growth’ stage of the product life cycle. What is a common marketing strategy during this phase?
A. Aggressively build market share through promotion and distribution.
B. Focus on product differentiation and niche markets.
C. Harvest the product by reducing marketing costs.
D. Introduce a completely new product.
112. Which pricing strategy involves setting a high initial price for a new, innovative product to ‘skim’ maximum revenue from early adopters?
A. Price skimming.
B. Penetration pricing.
C. Cost-plus pricing.
D. Psychological pricing.
113. A company is considering entering a new international market. What is the most crucial factor to analyze during the initial market research phase?
A. Understanding the local regulatory environment and potential trade barriers.
B. Assessing the availability of skilled labor for production.
C. Estimating the cost of setting up a physical office.
D. Predicting the exact sales volume in the first year.
114. A company is experiencing declining sales. Which of the following is a potential cause for this decline?
A. Increased competition from new market entrants.
B. Successful product diversification into new markets.
C. Enhanced customer loyalty due to effective marketing.
D. A strong, differentiated product offering.
115. A company decides to offer a discount for customers who buy in large quantities. This is an example of what type of sales promotion?
A. Quantity discount.
B. Seasonal discount.
C. Introductory offer.
D. Loyalty program.
116. What does ‘positioning’ in marketing refer to?
A. Creating a distinct image and identity for a product in the minds of the target audience.
B. Determining the physical location where a product will be sold.
C. Setting the price of a product relative to its competitors.
D. Developing the features and benefits of a product.
117. A marketing campaign that uses social media platforms to engage with customers and promote a brand is an example of:
A. Digital marketing.
B. Traditional marketing.
C. Direct mail marketing.
D. Telemarketing.
118. What is a ‘unique selling proposition’ (USP)?
A. A feature that makes a product or service distinct from its competitors.
B. A pricing strategy that offers the lowest cost in the market.
C. A promotional campaign designed to create immediate sales.
D. A customer loyalty program that rewards repeat purchases.
119. Which element of the marketing mix involves the activities a company undertakes to communicate the value of its product to target customers?
A. Promotion.
B. Product.
C. Price.
D. Place.
120. What does the term ‘customer lifetime value’ (CLV) represent?
A. The total revenue a company expects to earn from a single customer over the entire duration of their relationship.
B. The profit generated from the first purchase of a new customer.
C. The average amount spent by a customer in a single transaction.
D. The cost of acquiring a new customer.
121. What is the main purpose of a SWOT analysis in marketing?
A. To determine the optimal pricing for a product.
B. To identify and evaluate a company’s internal Strengths and Weaknesses, and external Opportunities and Threats.
C. To forecast future sales trends for the industry.
D. To develop a comprehensive advertising campaign.
122. Which of the following is a type of sales promotion aimed at intermediaries (e.g., wholesalers, retailers)?
A. Contests
B. Rebates
C. Trade allowances
D. Samples
123. According to the Product Life Cycle theory, during which stage does a company typically focus on building brand preference and increasing market share through advertising and promotion?
A. Introduction
B. Growth
C. Maturity
D. Decline
124. Which market segmentation approach divides consumers based on their lifestyle, personality traits, and values?
A. Geographic segmentation
B. Demographic segmentation
C. Psychographic segmentation
D. Behavioral segmentation
125. What is the term for the set of all actual and potential buyers of a product or service?
A. Target market
B. Market segment
C. Market
D. Customer base
126. When a company uses the same brand name for all its products, regardless of the product category, it is employing a strategy of:
A. Brand differentiation
B. Umbrella branding
C. Line extension
D. Private labeling
127. The process of creating a distinct image and identity for a product or brand in the minds of consumers is called:
A. Market positioning
B. Market segmentation
C. Market targeting
D. Market development
128. Which element of the marketing mix is concerned with how a product is made available to customers?
A. Product
B. Price
C. Place
D. Promotion
129. A company that focuses on providing superior customer service and building strong customer relationships is employing a strategy known as:
A. Cost leadership
B. Product differentiation
C. Customer intimacy
D. Operational excellence
130. When a company sells its products in a large number of stores, it is using which type of distribution intensity?
A. Exclusive distribution
B. Selective distribution
C. Intensive distribution
D. Broad distribution
131. Which of the following is a form of digital marketing that uses search engines to drive traffic to a website?
A. Social media marketing
B. Email marketing
C. Search Engine Optimization (SEO)
D. Content marketing
132. Which pricing strategy involves setting a high initial price and then gradually lowering it over time?
A. Penetration pricing
B. Value-based pricing
C. Skimming pricing
D. Cost-plus pricing
133. What is the main objective of a marketing plan?
A. To detail operational procedures for manufacturing.
B. To outline the strategies and tactics to achieve specific marketing goals.
C. To manage the company’s financial investments.
D. To recruit and train new employees.
134. What is the primary purpose of a ‘call to action’ (CTA) in marketing materials?
A. To provide detailed product specifications.
B. To encourage the audience to take a specific, desired action.
C. To explain the company’s history and mission.
D. To offer customer support contact information.
135. Which of the following best describes ‘brand equity’?
A. The total revenue generated by a brand.
B. The cost associated with developing and launching a new brand.
C. The incremental value and influence a brand name has on a customer’s purchasing behavior.
D. The number of products offered under a single brand umbrella.
136. A company decides to enter a new market by offering a product at a very low price to quickly gain market share. This pricing strategy is known as:
A. Skimming pricing
B. Penetration pricing
C. Psychological pricing
D. Premium pricing
137. What does ‘CRM’ stand for in a marketing context?
A. Customer Revenue Management
B. Company Relationship Management
C. Customer Relationship Management
D. Cost Reduction Management
138. A firm’s marketing strategy should be aligned with its overall:
A. Human Resources strategy
B. Financial strategy
C. Business strategy
D. Operational strategy
139. What is the term for marketing goods or services to other businesses, rather than directly to individual consumers?
A. Consumer marketing
B. Business-to-Business (B2B) marketing
C. Retail marketing
D. Service marketing
140. Which of the following is a digital marketing channel that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience?
A. Affiliate marketing
B. Content marketing
C. Influencer marketing
D. Pay-per-click (PPC) advertising
141. Which of the following is NOT a core element of the marketing mix, often referred to as the ‘4 Ps’?
A. People
B. Price
C. Promotion
D. Product
142. Which of the following is NOT a characteristic of a service?
A. Intangibility
B. Inseparability
C. Tangibility
D. Perishability
143. Which marketing research method involves observing consumers in their natural environment?
A. Surveys
B. Focus groups
C. Experiments
D. Ethnographic research
144. What is the term for a group of consumers who share common characteristics and respond similarly to marketing efforts?
A. Market segment
B. Target audience
C. Customer persona
D. Market niche
145. Which concept refers to the total amount of money customers are willing to pay for a product or service?
A. Cost price
B. Market price
C. Customer value
D. Perceived value
146. When a company uses its existing brand name to introduce a new product in a different product category, this is an example of:
A. Line extension
B. Brand extension
C. Multi-branding
D. New product development
147. A marketing approach that focuses on building long-term relationships with customers rather than on single transactions is known as:
A. Transaction marketing
B. Relationship marketing
C. Mass marketing
D. Product marketing
148. What is the primary goal of direct marketing?
A. To build long-term brand loyalty through mass advertising
B. To elicit a direct, measurable response from a specific customer or group of customers
C. To create brand awareness in a broad market segment
D. To distribute products through multiple retail channels
149. What is the primary function of advertising?
A. To directly facilitate a purchase transaction.
B. To persuade, inform, or remind a target audience about a product, service, or brand.
C. To gather immediate customer feedback.
D. To manage customer complaints.
150. When a company offers a lower price for a product to customers who buy in large quantities, this is an example of:
A. Penetration pricing
B. Price discrimination
C. Quantity discounting
D. Bundle pricing
