1. When a firm targets a small number of customers with a highly customized offering, it is practicing:
A. Differentiated Marketing
B. Mass Marketing
C. Micromarketing
D. Niche Marketing
2. Which of the following best describes ‘market segmentation’?
A. Offering the same product to all customers
B. Dividing a market into distinct groups of buyers with different needs
C. Focusing on a single customer segment
D. Ignoring customer differences
3. Which of the following is NOT a characteristic of a good market segment?
A. Measurable
B. Accessible
C. Substantial
D. Homogeneous
4. What is a ‘value proposition’?
A. A statement of the company’s financial goals
B. The set of benefits or values a company promises to deliver to customers
C. A description of the company’s organizational structure
D. A list of the company’s competitors
5. What is the meaning of ‘substantial’ when evaluating market segments?
A. The segment is easy to reach
B. The segment is large and profitable enough to serve
C. The segment is easily measurable
D. The segment is growing rapidly
6. A company that focuses on being the ‘low-cost leader’ in its industry is pursuing a strategy of:
A. Differentiation
B. Cost leadership
C. Market segmentation
D. Customer relationship management
7. Which of the following is NOT a common basis for market segmentation?
A. Geographic
B. Demographic
C. Psychographic
D. Astrological
8. What is ‘benefit segmentation’?
A. Segmenting based on the features of a product
B. Segmenting based on the different benefits that consumers seek from a product
C. Segmenting based on the price of a product
D. Segmenting based on the distribution channels
9. Which of the following is the first step in designing a customer-driven marketing strategy?
A. Differentiation
B. Segmentation
C. Positioning
D. Targeting
10. A luxury car company emphasizes its superior performance, safety, and prestige. This is an example of:
A. Cost leadership
B. Product positioning
C. Market penetration
D. Operational excellence
11. Which of the following is a potential pitfall of ‘micromarketing’?
A. Ignoring customer differences
B. High marketing costs
C. Lack of focus
D. Reaching too few customers
12. A company decides to target young professionals in urban areas with its new line of eco-friendly bicycles. This is an example of:
A. Mass marketing
B. Market segmentation
C. Targeting
D. Differentiation
13. What is a ‘perceptual map’ used for in marketing?
A. To track sales data
B. To visualize how customers perceive different brands or products on key dimensions
C. To manage inventory levels
D. To schedule advertising campaigns
14. A company decides to offer different versions of its product to different market segments. This is an example of:
A. Undifferentiated marketing
B. Concentrated marketing
C. Differentiated marketing
D. Micromarketing
15. What is the purpose of a ‘positioning statement’?
A. To define the company’s mission
B. To summarize company’s overall marketing strategy
C. To summarize company’s financial performance
D. To communicate the brand’s unique value to the target market
16. Which of the following is NOT a psychographic variable used for market segmentation?
A. Lifestyle
B. Values
C. Personality
D. Income
17. Which of the following is a potential risk of ‘undifferentiated marketing’?
A. High marketing costs
B. Ignoring diverse customer needs
C. Reaching too few customers
D. Focusing on a niche market
18. What is ‘behavioral segmentation’?
A. Segmenting based on personality traits
B. Segmenting based on customer knowledge, attitudes, uses, or responses to a product
C. Segmenting based on geographic location
D. Segmenting based on age and income
19. What is ‘positioning’ in marketing?
A. The physical location of a store
B. Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
C. The company’s ranking in the stock market
D. The process of setting prices for products
20. Which of the following is a key consideration when choosing a differentiation and positioning strategy?
A. What the company can afford
B. How the company’s offerings are perceived relative to competitors’ offerings
C. What the company’s competitors are doing
D. All of the above
21. What is ‘customer lifetime value’ (CLV)?
A. The total revenue a company generates in a year
B. The value of the entire stream of purchases a customer makes over a lifetime of patronage
C. The cost of acquiring a new customer
D. The average purchase amount of a customer
22. A company that aims to serve all customer groups with all the products they might need is adopting a:
A. Differentiated marketing strategy
B. Concentrated marketing strategy
C. Micromarketing strategy
D. Undifferentiated (mass) marketing strategy
23. Which of the following is NOT a key component of a customer-driven marketing strategy?
A. Market segmentation
B. Differentiation
C. Mass marketing
D. Targeting
24. A small bakery decides to focus solely on selling gluten-free products to customers with dietary restrictions. This is an example of:
A. Mass marketing
B. Differentiated marketing
C. Concentrated marketing
D. Micromarketing
25. Which of the following is an example of ‘occasion segmentation’?
A. Targeting customers based on their income level
B. Promoting chocolate during Valentine’s Day
C. Targeting customers based on their geographic location
D. Promoting products based on customer loyalty
26. A company that tailors its marketing messages to specific individuals based on their past purchases and online behavior is practicing:
A. Mass marketing
B. Segment marketing
C. Micromarketing
D. Differentiated marketing
27. A company chooses to target only affluent customers with its exclusive product line. Which targeting strategy is being used?
A. Mass marketing
B. Differentiated marketing
C. Concentrated marketing
D. Micromarketing
28. What does ‘demographic segmentation’ primarily focus on?
A. Lifestyle and values
B. Age, gender, income, and education
C. Geographic location
D. Product usage
29. A company that positions its product as the ‘most reliable’ and ‘longest-lasting’ is using a differentiation strategy based on:
A. Price
B. Service
C. Product attributes
D. Channel
30. What is the primary goal of differentiation in marketing?
A. To offer the lowest prices in the market
B. To create superior customer value by offering something unique
C. To target all potential customers
D. To minimize marketing expenses
31. A company is facing negative publicity due to a product recall. Which promotional tool should it prioritize to manage the situation?
A. Advertising
B. Sales promotion
C. Public relations
D. Direct marketing
32. What is the key difference between advertising and public relations?
A. Advertising is free, while public relations is paid
B. Advertising is paid media, while public relations seeks earned media
C. Advertising is more credible than public relations
D. Advertising is focused on internal stakeholders, while public relations is external
33. Which promotion mix element involves direct interaction with potential customers?
A. Advertising
B. Public relations
C. Personal selling
D. Sales promotion
34. Which of the following is an example of sales promotion?
A. A television commercial
B. A newspaper advertisement
C. A coupon offering a discount on a product
D. A public relations press release
35. A company uses comparative advertising, directly comparing its product to a competitor’s. What is a potential risk of this strategy?
A. It always leads to increased sales
B. It can backfire if the comparison is not perceived as fair or accurate
C. It is always welcomed by competitors
D. It is illegal in most countries
36. Which of the following is a disadvantage of using advertising?
A. High reach
B. Low cost per exposure
C. Impersonal and lacks direct feedback
D. Ability to build long-term relationships
37. Which of the following is NOT a factor to consider when setting the promotion budget?
A. Affordability method
B. Percentage-of-sales method
C. Competitive-parity method
D. Employee satisfaction levels
38. A company is launching a new mobile app. Which promotional tool would be MOST effective in driving downloads?
A. Print advertising
B. Social media advertising
C. Personal selling
D. Public relations
39. What is ‘integrated marketing communications’ (IMC)?
A. A marketing strategy focused solely on digital channels
B. Coordinating all promotional activities to communicate a consistent message
C. Using only one type of promotional tool
D. Ignoring customer feedback in marketing campaigns
40. A company is launching a product with a limited budget. Which promotional tool offers the most cost-effective way to reach a large audience?
A. Personal selling
B. Advertising
C. Public relations
D. Direct marketing
41. What is the role of public relations in marketing?
A. To directly sell products to customers
B. To build good relations with the company’s various publics
C. To create short-term sales boosts
D. To control all advertising content
42. What is the meaning of ‘reach’ in media planning?
A. The number of times an average person in the target market is exposed to the message
B. The percentage of people in the target market who are exposed to the ad campaign during a given period
C. The cost of running an advertisement
D. The quality of the advertising message
43. A company wants to measure the effectiveness of its advertising campaign. Which metric would be MOST relevant?
A. Employee satisfaction scores
B. Website traffic and sales
C. Production costs
D. Competitor’s stock price
44. Which of the following is NOT a key decision when developing an advertising program?
A. Setting advertising objectives
B. Setting the advertising budget
C. Developing advertising strategy (message decisions and media decisions)
D. Determining the company’s production capacity
45. What is the ‘objective-and-task’ method of setting a promotion budget?
A. Setting the budget based on what the company can afford
B. Setting the budget as a percentage of past sales
C. Defining specific promotion objectives and determining the costs of tasks needed to achieve them
D. Matching the promotion spending of competitors
46. What is ‘guerrilla marketing’?
A. A marketing strategy focused on high-budget advertising campaigns
B. An unconventional marketing strategy that aims to create surprise and impact
C. A marketing strategy focused on traditional media channels
D. A marketing strategy that avoids any form of promotion
47. A company wants to build stronger relationships with existing customers. Which promotional tool would be MOST suitable?
A. Advertising
B. Sales promotion
C. Direct marketing
D. Public relations
48. What is the role of a ‘brand ambassador’?
A. To manage the company’s finances
B. To represent and promote a brand positively
C. To develop new products
D. To handle customer service inquiries
49. What is ‘content marketing’?
A. A marketing strategy that only uses paid advertising
B. A marketing strategy that focuses on creating and distributing valuable, relevant, and consistent content
C. A marketing strategy that ignores social media
D. A marketing strategy that only targets existing customers
50. Which of the following is a disadvantage of using direct marketing?
A. High cost per exposure
B. Difficulty in measuring results
C. Intrusiveness and potential for ‘junk mail’ perception
D. Inability to personalize messages
51. What is the primary goal of marketing communications?
A. To entertain the audience
B. To inform, persuade, and remind consumers
C. To increase production efficiency
D. To reduce employee turnover
52. A company wants to create an emotional connection with its target audience through advertising. Which advertising appeal would be MOST suitable?
A. A rational appeal focusing on product features
B. A moral appeal focusing on social responsibility
C. An emotional appeal focusing on feelings and values
D. A legal appeal focusing on product warranties
53. Which of the following is NOT a stage in the consumer adoption process?
A. Awareness
B. Interest
C. Evaluation
D. Rejection
54. What is the ‘AIDA’ model in marketing communications?
A. A model for analyzing market segmentation
B. A model that describes the stages of consumer response to marketing communications (Attention, Interest, Desire, Action)
C. A model for product development
D. A model for pricing strategies
55. What is the meaning of ‘frequency’ in media planning?
A. The percentage of people in the target market who are exposed to the ad campaign during a given period
B. The cost of running an advertisement
C. The number of times an average person in the target market is exposed to the message
D. The quality of the advertising message
56. A company decides to launch a new product. Which promotional tool would be MOST effective in creating initial awareness?
A. Personal selling
B. Advertising
C. Sales promotion
D. Direct marketing
57. A company is facing a crisis due to a social media backlash. What is the MOST important step it should take?
A. Ignore the criticism and hope it goes away
B. Respond quickly, honestly, and transparently
C. Delete negative comments and block users
D. Blame the problem on a competitor
58. Which of the following is a potential ethical concern in advertising?
A. Using celebrity endorsements
B. Targeting vulnerable groups with potentially harmful products
C. Creating informative advertisements
D. Promoting environmentally friendly products
59. What is ‘native advertising’?
A. Advertising that is created by consumers
B. Advertising that blends in with the content of the platform on which it appears
C. Advertising that is only shown in print media
D. Advertising that is explicitly identified as an advertisement
60. What is ‘buzz marketing’?
A. A type of advertising using only print media
B. Generating excitement and word-of-mouth about a product or service
C. Ignoring social media in marketing efforts
D. A marketing strategy focused on negative publicity
61. Which of the following is NOT a stage in the consumer adoption process?
A. Awareness
B. Interest
C. Evaluation
D. Rejection
62. What is ‘guerilla marketing’ characterized by?
A. Large advertising budgets
B. Conventional marketing tactics
C. Unconventional and surprising interactions
D. Focus on digital marketing only
63. A company decides to use celebrity endorsements in its advertising campaign. What is a potential risk associated with this strategy?
A. Increased brand awareness
B. Higher advertising costs
C. Damage to brand image if the celebrity faces controversy
D. Improved customer loyalty
64. Which of the following is NOT a common type of sales promotion?
A. Coupons
B. Discounts
C. Public service announcements
D. Contests
65. A company sponsors a local charity event to improve its image. What is this an example of?
A. Sales promotion
B. Direct marketing
C. Public relations
D. Personal selling
66. What is the purpose of sales promotion?
A. To build long-term brand loyalty
B. To generate immediate sales
C. To inform consumers about product features
D. To create a positive public image
67. What is ‘integrated marketing communications’ (IMC) primarily concerned with?
A. Maximizing advertising spending
B. Ensuring consistency of brand messaging across all channels
C. Focusing solely on digital marketing strategies
D. Reducing the number of marketing channels used
68. What is the primary goal of ‘institutional advertising’?
A. To sell specific products
B. To build goodwill and enhance the company’s image
C. To compare the company’s products to competitors
D. To generate immediate sales
69. Which of the following is NOT typically a goal of advertising?
A. To inform
B. To persuade
C. To remind
D. To provide customer service
70. What is the primary objective of reminder advertising?
A. To inform consumers about a new product
B. To persuade consumers to switch brands
C. To keep the brand in consumers’ minds
D. To create a positive public image
71. What is ‘buzz marketing’ primarily based on?
A. Traditional advertising campaigns
B. Word-of-mouth communication
C. Direct mail marketing
D. Telemarketing strategies
72. What is a potential drawback of using celebrity endorsements?
A. Increased brand awareness
B. Higher advertising costs
C. Damage to brand image due to celebrity scandal
D. Improved customer loyalty
73. What is ‘product placement’ in advertising?
A. Designing the physical appearance of a product
B. Integrating a product into entertainment content
C. Positioning a product on a store shelf
D. Creating a slogan for a product
74. A company uses social media to engage with customers and build relationships. What marketing tool are they primarily using?
A. Advertising
B. Public Relations
C. Sales Promotion
D. Direct Marketing
75. Which of the following is an example of a ‘pull’ strategy in marketing?
A. Offering retailers discounts for bulk purchases
B. Directly advertising to consumers to create demand
C. Providing sales incentives to the sales team
D. Negotiating prime shelf space with distributors
76. What is the primary goal of integrated marketing communications (IMC)?
A. To maximize the number of advertising channels used.
B. To ensure all marketing activities deliver a consistent message.
C. To reduce marketing costs by using fewer channels.
D. To focus solely on digital marketing strategies.
77. What is the main advantage of using online advertising compared to traditional advertising?
A. Lower production costs
B. Broader reach
C. Better targeting and measurability
D. Higher credibility
78. Which of the following is an example of a ‘push’ promotional strategy?
A. Running television advertisements
B. Offering discounts to consumers
C. Providing incentives to retailers to stock products
D. Using social media to engage with customers
79. What is the role of a media planner?
A. To create the visual elements of an advertisement
B. To select the best communication channels for an advertising campaign
C. To manage the public image of a company
D. To develop the advertising message
80. A company launches a social media campaign that goes viral but receives mostly negative comments. What is this an example of?
A. Successful brand building
B. Effective public relations
C. A marketing communications failure
D. A successful sales promotion
81. What does AIDA stand for in the context of marketing communications?
A. Awareness, Interest, Desire, Action
B. Attention, Innovation, Demand, Availability
C. Analysis, Implementation, Development, Assessment
D. Adaptation, Integration, Differentiation, Automation
82. Which promotional tool involves direct interaction with potential customers to make a sale?
A. Advertising
B. Public Relations
C. Personal Selling
D. Sales Promotion
83. A company decides to reduce its advertising budget during an economic downturn. What is a potential consequence of this decision?
A. Increased brand loyalty
B. Higher sales volume
C. Decreased brand awareness
D. Improved customer satisfaction
84. Which of the following is a key characteristic of public relations?
A. Paid media placement
B. Building relationships with stakeholders
C. Direct sales activities
D. Short-term sales incentives
85. What is the key difference between advertising and public relations?
A. Advertising is paid for, while public relations is earned.
B. Advertising is targeted at consumers, while public relations is targeted at businesses.
C. Advertising is short-term, while public relations is long-term.
D. Advertising focuses on building relationships, while public relations focuses on selling products.
86. Which of the following is an example of a ‘pull’ promotional strategy?
A. Offering discounts to retailers to stock more product.
B. Advertising directly to consumers to create demand.
C. Providing sales incentives to the sales force.
D. Negotiating shelf space with distributors.
87. Which type of advertising aims to build selective demand for a specific brand?
A. Informative advertising
B. Persuasive advertising
C. Reminder advertising
D. Comparative advertising
88. What is the role of a ‘public relations specialist’?
A. To create advertising campaigns
B. To manage a company’s communication with the public
C. To sell products directly to customers
D. To conduct market research
89. Which of the following is a disadvantage of using direct mail as a promotional tool?
A. High cost per exposure
B. Difficulty in targeting specific audiences
C. Low response rates
D. Inability to personalize the message
90. What is the purpose of ‘comparative advertising’?
A. To promote a positive image of the industry
B. To directly compare a brand’s features to those of a competitor
C. To create brand awareness
D. To remind consumers about a product
91. How does understanding the ‘age structure’ of a population help marketers?
A. It allows them to tailor products and messaging to different age groups.
B. It has no impact on marketing strategies.
C. It only affects pricing decisions.
D. It primarily influences distribution channels.
92. How can understanding consumer ‘lifestyles’ benefit a marketing strategy?
A. It helps tailor marketing messages and product offerings to specific consumer groups.
B. It reduces the need for market research.
C. It simplifies the segmentation process.
D. It guarantees increased sales and profits.
93. What is the potential impact of ‘inflation’ on consumer behavior and marketing strategies?
A. Reduced consumer spending and increased price sensitivity.
B. Increased consumer spending and decreased price sensitivity.
C. No impact on consumer behavior or marketing strategies.
D. A shift towards luxury goods and services.
94. How can a company respond to ‘economic recession’ in its marketing strategy?
A. By emphasizing value and affordability in its offerings.
B. By increasing prices to maintain profit margins.
C. By reducing its marketing budget significantly.
D. By ignoring the recession and continuing with its existing plans.
95. Which of the following is an example of how ‘cultural diversity’ can be a marketing opportunity?
A. Developing products and campaigns that cater to specific cultural groups.
B. Ignoring cultural differences and using a standardized approach.
C. Promoting only one dominant culture.
D. Avoiding international markets altogether.
96. What is the role of ‘marketing research’ in understanding the marketing environment?
A. To gather data and insights about consumers, competitors, and market trends.
B. To create advertising campaigns.
C. To manage the company’s finances.
D. To oversee the production process.
97. How does ‘income distribution’ within a society affect marketing strategies?
A. It influences the types of products and services that are in demand.
B. It has no impact on marketing strategies.
C. It primarily affects production costs.
D. It determines the level of competition in the market.
98. Which of the following is an example of a ‘social factor’ influencing marketing?
A. Changes in consumer attitudes towards sustainability.
B. Fluctuations in exchange rates.
C. The introduction of new data privacy laws.
D. Advancements in artificial intelligence.
99. What is the role of ‘economic factors’ in marketing?
A. They influence consumer spending and purchasing power.
B. They determine the company’s organizational structure.
C. They impact the company’s production processes.
D. They set the ethical standards for marketing practices.
100. Which of the following is a potential ‘threat’ in the marketing environment?
A. The entry of a new competitor into the market.
B. An increase in consumer demand for a product.
C. The development of a new technology that improves efficiency.
D. A favorable change in government regulations.
101. How can a company leverage ‘environmental sustainability’ as a marketing opportunity?
A. By promoting eco-friendly products and practices.
B. By ignoring environmental concerns and focusing on profits.
C. By engaging in greenwashing tactics.
D. By reducing its marketing budget.
102. Which of the following is NOT a typical element of the marketing environment?
A. The company’s internal resources
B. Technological factors
C. Political factors
D. Cultural factors
103. How do political and legal factors affect international marketing?
A. They impose trade barriers, tariffs, and regulations.
B. They have no impact on international marketing strategies.
C. They primarily affect domestic marketing campaigns.
D. They determine the pricing strategies of products.
104. How can ‘demographic segmentation’ be used in marketing?
A. To target specific groups based on age, gender, income, and education.
B. To target consumers based on their psychological traits.
C. To target consumers based on their geographic location.
D. To target consumers based on their purchasing behavior.
105. What is the significance of ‘consumer confidence’ in the economic environment?
A. It reflects consumers’ optimism about the economy and their willingness to spend.
B. It measures the company’s financial performance.
C. It determines the interest rates set by central banks.
D. It reflects the level of competition in the market.
106. Which of the following is an example of a technological factor that could impact a marketing strategy?
A. The rise of social media marketing
B. Changes in interest rates
C. New government regulations
D. Shifts in consumer values
107. What is the impact of ‘data privacy regulations’ on digital marketing?
A. They restrict the collection and use of consumer data.
B. They have no impact on digital marketing practices.
C. They encourage the collection of more consumer data.
D. They simplify the process of targeted advertising.
108. How does ‘globalization’ affect the marketing environment?
A. It increases market competition and expands market opportunities.
B. It reduces the need for international marketing strategies.
C. It simplifies the marketing environment.
D. It eliminates cultural differences between countries.
109. Which of the following is a potential ‘opportunity’ in the marketing environment?
A. The emergence of a new market segment.
B. An increase in government regulations.
C. A decline in consumer spending.
D. The entry of a new competitor.
110. What is the significance of ‘cultural values’ in marketing?
A. They influence consumer preferences and purchasing behavior.
B. They determine the cost of advertising campaigns.
C. They set the legal framework for business operations.
D. They dictate the company’s internal policies.
111. What is the significance of ‘cultural trends’ in marketing?
A. They indicate evolving consumer preferences and values.
B. They have no impact on marketing strategies.
C. They primarily affect production costs.
D. They determine the level of competition in the market.
112. What does PESTLE analysis stand for in marketing?
A. Political, Economic, Social, Technological, Legal, and Environmental factors.
B. Product, Price, Place, Promotion, Legal, and Ethical factors.
C. Planning, Execution, Strategy, Tactics, Leadership, and Evaluation factors.
D. People, Processes, Technology, Legal, Ethical, and Environmental factors.
113. What is the role of ‘lobbying’ in the political and legal environment of marketing?
A. To influence government policies and regulations.
B. To conduct market research.
C. To manage public relations.
D. To oversee the production process.
114. How do changes in ‘interest rates’ affect marketing decisions?
A. They influence consumer borrowing and spending patterns.
B. They have no impact on marketing decisions.
C. They primarily affect production costs.
D. They determine the level of competition in the market.
115. What is the primary goal of environmental scanning in marketing?
A. To identify potential threats and opportunities
B. To monitor internal performance metrics
C. To reduce marketing expenses
D. To increase advertising spending
116. Which demographic trend is most likely to impact the marketing of retirement homes?
A. The aging of the baby boomer generation
B. A decrease in birth rates
C. Increased immigration
D. A rise in the number of millennials
117. How can a company effectively respond to changes in the marketing environment?
A. By adapting its marketing strategies and offerings.
B. By ignoring the changes and continuing with its existing plans.
C. By reducing its marketing budget.
D. By focusing solely on cost-cutting measures.
118. What is ‘disposable income’ and how does it affect marketing strategies?
A. Income remaining after deduction of taxes and other mandatory charges, used to understand consumer purchasing power.
B. Total income before any deductions, indicating potential market size.
C. Income spent on non-essential goods, helpful for luxury brand marketing.
D. Income saved for future investments, influencing long-term marketing strategies.
119. How can a company effectively monitor its ‘competitors’ actions in the marketing environment?
A. By conducting competitive analysis and gathering intelligence.
B. By ignoring competitors and focusing solely on its own activities.
C. By engaging in unethical practices to gain information.
D. By reducing its marketing budget.
120. Which of the following best describes the ‘competitive environment’ in marketing?
A. The intensity of rivalry among existing firms and the threat of new entrants.
B. The company’s internal strengths and weaknesses.
C. The regulatory framework governing business practices.
D. The demographic characteristics of the target market.
121. What is ‘guerrilla marketing’ known for?
A. Its high budget and widespread reach
B. Its conventional and traditional methods
C. Its unconventional and surprising tactics
D. Its reliance on celebrity endorsements
122. Which of the following is a disadvantage of personal selling?
A. High cost per contact
B. Inability to customize the message
C. Limited ability to build relationships
D. Difficulty in measuring results
123. What is ‘buzz marketing’ primarily reliant on?
A. Traditional advertising campaigns
B. Word-of-mouth communication
C. Extensive use of print media
D. Direct mail marketing
124. A company decides to offer a ‘buy-one-get-one-free’ promotion. This is an example of:
A. Public Relations
B. Advertising
C. Sales Promotion
D. Personal Selling
125. What is the term for creating a perception in the consumer’s mind that your product is different and better than the competition?
A. Market Segmentation
B. Product Placement
C. Differentiation
D. Market Penetration
126. Which of the following is NOT a common objective of advertising?
A. To build brand awareness
B. To generate immediate sales
C. To persuade consumers to switch brands
D. To manage inventory levels
127. What is a major advantage of using digital marketing channels?
A. Limited reach and frequency
B. High cost per exposure
C. Precise targeting and measurability
D. Difficulty in tracking results
128. Which of the following metrics is most relevant for measuring the success of an online advertising campaign?
A. Number of employees
B. Website conversion rate
C. Office square footage
D. Social media followers of competitors
129. What is the role of a ‘brand ambassador’?
A. To manage the company’s finances
B. To represent and promote the brand to consumers
C. To develop new product ideas
D. To handle customer service inquiries
130. Which of the following is NOT a stage in the consumer adoption process?
A. Adoption
B. Interest
C. Cognizance
D. Evaluation
131. A car manufacturer releases a TV commercial showcasing the safety features of their new model. This is an example of:
A. Personal Selling
B. Direct Marketing
C. Advertising
D. Sales Promotion
132. Which of the following is a key element of effective viral marketing?
A. Creating content that is easily shared and engaging
B. Ignoring customer feedback
C. Focusing solely on short-term sales goals
D. Using complex and confusing messaging
133. What is the primary goal of marketing communications?
A. To entertain the audience
B. To inform, persuade, and remind consumers
C. To create visually appealing advertisements
D. To generate immediate sales
134. Which of the following is a key element of a good marketing communication strategy?
A. Ignoring the target audience’s preferences
B. Using a confusing and inconsistent message
C. Understanding the target audience’s needs and preferences
D. Focusing only on short-term sales goals
135. Which of the following is a disadvantage of using advertising as a promotional tool?
A. High reach and frequency
B. Low cost per exposure
C. Impersonal and one-way communication
D. Ability to target specific audiences
136. Which of the following is an example of a ‘pull’ promotional strategy?
A. Offering discounts to retailers
B. Advertising directly to consumers
C. Providing incentives to sales staff
D. Negotiating shelf space with distributors
137. A local bakery partners with a coffee shop to offer a discount on pastries with the purchase of a coffee. This is an example of:
A. Public Relations
B. Advertising
C. Sales Promotion
D. Direct Marketing
138. What is the main purpose of a ‘push’ promotional strategy?
A. To create demand directly from consumers
B. To incentivize retailers to stock and promote products
C. To build brand awareness through public relations
D. To generate leads through digital marketing
139. Which promotional tool involves direct interaction with customers to make a sale?
A. Advertising
B. Public relations
C. Personal selling
D. Sales promotion
140. What is ‘product placement’?
A. Selling products directly to consumers through online channels
B. Integrating products into entertainment content, such as movies or TV shows
C. Offering discounts to retailers
D. Ignoring customer feedback
141. A company issues a press release to announce a new partnership with a well-known charity. This is an example of:
A. Advertising
B. Public Relations
C. Sales Promotion
D. Direct Marketing
142. What is the purpose of ‘crisis communication’?
A. To promote new products and services
B. To manage and mitigate damage to a company’s reputation during a negative event
C. To ignore negative feedback from customers
D. To focus solely on short-term sales goals
143. A company sponsors a local charity event to improve its image. This is an example of:
A. Direct Marketing
B. Public Relations
C. Sales Promotion
D. Personal Selling
144. What is the primary goal of ‘content marketing’?
A. To generate immediate sales through aggressive advertising
B. To create and distribute valuable and relevant content to attract and engage a target audience
C. To focus solely on search engine optimization (SEO)
D. To ignore customer feedback and focus on product features
145. What is the purpose of public relations?
A. To directly sell products to consumers
B. To build and maintain a positive image of the company
C. To create short-term sales promotions
D. To manage the company’s finances
146. What does ‘integrated marketing communications’ (IMC) emphasize?
A. Using only one type of promotional tool
B. A consistent message across all promotional channels
C. Focusing solely on digital marketing
D. Ignoring customer feedback
147. Which of the following is a key benefit of using database marketing?
A. Ability to personalize marketing messages
B. Reliance on mass media advertising
C. Ignoring customer preferences
D. Focusing solely on short-term sales goals
148. A company offers free samples of its new product in a grocery store. This is an example of:
A. Advertising
B. Public Relations
C. Sales Promotion
D. Direct Marketing
149. A company sends personalized emails to its customers with special offers based on their past purchases. This is an example of:
A. Advertising
B. Public Relations
C. Direct Marketing
D. Sales Promotion
150. A company launches a social media campaign asking customers to share their experiences with the product using a specific hashtag. This is an example of:
A. Direct Marketing
B. Public Relations and Buzz Marketing
C. Personal Selling
D. Advertising
