1. What is the concept of ‘customer lifetime value’ (CLV)?
A. The total cost a customer incurs for a single purchase.
B. The predicted net profit attributed to the entire future relationship with a customer.
C. The amount of time a customer spends interacting with a brand online.
D. The initial price of a product at launch.
2. Which of the following is a B2C (Business-to-Consumer) marketing activity?
A. A software company selling its enterprise solution to another business.
B. An e-commerce platform selling directly to individual shoppers.
C. A manufacturer selling raw materials to a factory.
D. A wholesaler supplying goods to retailers.
3. A marketer is developing a message that highlights the unique benefits of their product compared to competitors. This is an example of:
A. Market penetration.
B. Product differentiation.
C. Brand extension.
D. Cost leadership.
4. Which of the following is NOT a typical component of the marketing mix (4 Ps)?
A. Product
B. Price
C. Profit
D. Promotion
5. A company decides to offer a premium version of its product with added features and a higher price point. This is an example of which pricing strategy?
A. Penetration pricing.
B. Skimming pricing.
C. Value-based pricing.
D. Premium pricing.
6. The process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large is known as:
A. Sales management.
B. Public relations.
C. Marketing.
D. Advertising.
7. A company decides to sell its product in a new geographical region. This is an example of:
A. Market development.
B. Product development.
C. Market penetration.
D. Diversification.
8. Which marketing concept focuses on understanding and meeting customer needs better than competitors?
A. Production concept.
B. Product concept.
C. Selling concept.
D. Marketing concept.
9. What is the main goal of a marketing campaign’s call to action (CTA)?
A. To inform the audience about the company’s history.
B. To prompt the audience to take a specific, desired action.
C. To entertain the audience.
D. To collect feedback on the campaign itself.
10. A company utilizes social media platforms, email marketing, and content marketing to reach its target audience. This represents which type of marketing?
A. Traditional marketing.
B. Digital marketing.
C. Direct marketing.
D. Event marketing.
11. What is the primary function of a distribution channel in marketing?
A. To create brand awareness.
B. To manage customer service inquiries.
C. To make the product available to the target consumer.
D. To conduct market research.
12. What is the main purpose of branding?
A. To increase production efficiency.
B. To create a unique identity and perception for a product or company in the minds of consumers.
C. To reduce the cost of advertising.
D. To comply with legal regulations.
13. What does the term ‘BOGO’ commonly refer to in marketing promotions?
A. Buy One, Get One.
B. Best Offer, Great Opportunity.
C. Brand of Origin.
D. Bulk Order, Goods On.
14. When a company positions its product as the lowest-cost option in the market, it is pursuing which competitive strategy?
A. Differentiation.
B. Focus (Niche).
C. Cost leadership.
D. Market segmentation.
15. Which stage of the product life cycle is characterized by high marketing costs, low sales, and often a negative profit?
A. Growth
B. Maturity
C. Introduction
D. Decline
16. What does the term ‘SWOT analysis’ stand for in marketing?
A. Sales, Wants, Opportunities, Threats.
B. Strengths, Weaknesses, Opportunities, Threats.
C. Strategy, Willingness, Outcomes, Tactics.
D. Service, Value, Objectives, Trends.
17. Which of the following describes a ‘pull’ marketing strategy?
A. Focusing marketing efforts on intermediaries to encourage them to stock and promote the product.
B. Directly marketing to end consumers to create demand that pulls the product through the distribution channel.
C. Offering discounts to retailers to increase their sales volume.
D. Creating promotional materials for sales representatives.
18. What is the main purpose of public relations (PR) in marketing?
A. To directly sell products.
B. To build and maintain a positive public image and favorable relations with stakeholders.
C. To manage customer complaints.
D. To conduct competitive analysis.
19. When a company uses the same brand name for its new products in different categories (e.g., a clothing brand launching perfumes), this is called:
A. Brand dilution.
B. Brand stretching.
C. Brand licensing.
D. Brand equity.
20. Which element of the marketing mix is most directly related to ‘place’?
A. Advertising campaigns.
B. Product packaging.
C. Distribution channels.
D. Pricing strategies.
21. What does the term ‘USP’ stand for in marketing?
A. Unique Sales Proposition.
B. Ultimate Service Provider.
C. Unified Selling Plan.
D. Universal Selling Proposition.
22. What is the primary objective of content marketing?
A. To directly sell products to customers.
B. To create and distribute valuable, relevant, and consistent content to attract and retain a clearly defined audience.
C. To flood the market with promotional messages.
D. To focus solely on paid advertising campaigns.
23. A marketer is conducting research to understand consumer attitudes and opinions about a new product concept. This type of research is known as:
A. Quantitative research.
B. Qualitative research.
C. Experimental research.
D. Descriptive research.
24. A firm decides to focus its marketing efforts on a specific niche market with unique needs. This is an example of:
A. Mass marketing.
B. Niche marketing.
C. Undifferentiated marketing.
D. Global marketing.
25. A company launches a new product and sets a low initial price to attract a large number of buyers quickly and win a large market share. This strategy is known as:
A. Price skimming.
B. Penetration pricing.
C. Psychological pricing.
D. Promotional pricing.
26. Which of the following best describes the primary goal of market segmentation?
A. To create identical products for all consumers.
B. To divide a broad target market into smaller, more manageable groups of consumers with distinct needs and characteristics.
C. To eliminate competition by offering the lowest prices.
D. To focus marketing efforts solely on existing customers.
27. What is the primary role of advertising in marketing?
A. To provide customer support.
B. To inform, persuade, or remind a target audience about a product or service.
C. To conduct market research.
D. To manage inventory levels.
28. What is the main benefit of customer relationship management (CRM) systems for marketers?
A. To automate production processes.
B. To manage and analyze customer interactions and data throughout the customer lifecycle.
C. To reduce the cost of raw materials.
D. To design new product prototypes.
29. 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 plan.
C. Marketing mix.
D. Marketing research.
30. A company offers a loyalty program where customers earn points for every purchase, which can be redeemed for discounts or free products. This is an example of:
A. Cause marketing.
B. Relationship marketing.
C. Guerrilla marketing.
D. Social marketing.
31. Which pricing strategy involves setting a price based on the perceived value a product offers to the customer, rather than its cost of production?
A. Cost-plus pricing
B. Competitive pricing
C. Value-based pricing
D. Penetration pricing
32. A customer who consistently buys from the same brand, even when alternatives are available, demonstrates:
A. Brand awareness
B. Brand switching
C. Brand loyalty
D. Brand dilution
33. A company decides to sell its products through online retailers, physical stores, and direct-to-consumer channels. This represents their:
A. Promotional strategy
B. Pricing strategy
C. Distribution strategy (Place)
D. Product development strategy
34. What is the term for a product or service that is new to the market or has been significantly improved?
A. Commodity
B. Innovation
C. Generic product
D. Mature product
35. A company analyzes its competitors’ pricing, product features, and advertising strategies to identify potential areas for improvement in its own offerings. This practice is known as:
A. Market penetration
B. Competitive analysis
C. Customer relationship management
D. Product diversification
36. The ‘P’ in the Marketing Mix that refers to the actual item or service being offered to the market is:
A. Product
B. Price
C. Place
D. Promotion
37. What is the term for the set of all actual and potential buyers of a product or service?
A. Target audience
B. Market
C. Customer base
D. Consumer group
38. When a company introduces a product at a very high initial price to ‘skim’ the maximum revenue from early adopters willing to pay more, this pricing strategy is called:
A. Penetration pricing
B. Cost-plus pricing
C. Price skimming
D. Psychological pricing
39. The process of gathering and analyzing information about customers, competitors, and the market environment is called:
A. Product development
B. Marketing research
C. Sales management
D. Financial planning
40. What is the term for the process of dividing a market into smaller groups of consumers with similar needs, characteristics, or behaviors?
A. Market aggregation
B. Market positioning
C. Market segmentation
D. Market development
41. A company offers a loyalty program where customers earn points for every purchase, redeemable for discounts or free products. This is a strategy to:
A. Attract new customers
B. Increase customer lifetime value and loyalty
C. Reduce production costs
D. Enter a new market segment
42. What is the primary goal of a ‘call to action’ in marketing communications?
A. To inform the audience about the company’s history.
B. To encourage the audience to take a specific, desired step.
C. To build brand recognition through repeated exposure.
D. To provide detailed product specifications.
43. The ‘P’ in the Marketing Mix that refers to the physical location or online platform where customers can purchase a product is:
A. Product
B. Price
C. Place
D. Promotion
44. Which type of market research involves collecting original data for the specific purpose of the current research project?
A. Secondary research
B. Primary research
C. Descriptive research
D. Exploratory research
45. What is the term for the process of persuading customers to buy a product or service, often through personal interaction?
A. Advertising
B. Public Relations
C. Sales
D. Market research
46. A company decides to expand its existing product line by adding new flavors or variations of a popular product. This is known as:
A. Market development
B. Diversification
C. Product line extension
D. Market penetration
47. When a company aims to create a unique and memorable image for its product in the minds of consumers, it is focusing on:
A. Cost leadership
B. Differentiation
C. Market penetration
D. Operational efficiency
48. A brand’s unique identity and perception in the minds of consumers, differentiating it from competitors, is known as:
A. Brand equity
B. Brand positioning
C. Brand loyalty
D. Brand awareness
49. Which marketing strategy involves creating a sense of urgency or scarcity to encourage immediate purchase?
A. Content marketing
B. Social media marketing
C. Limited-time offers and scarcity tactics
D. Influencer marketing
50. Which marketing concept emphasizes the creation and maintenance of strong, long-term relationships with customers, moving beyond single transactions?
A. Transaction marketing
B. Relationship marketing
C. Mass marketing
D. Product marketing
51. What does the acronym ‘SWOT’ stand for in marketing analysis?
A. Sales, Wares, Opportunities, Threats
B. Strengths, Weaknesses, Opportunities, Threats
C. Strategy, Willingness, Operations, Timing
D. Services, Wisdom, Outlook, Tactics
52. A company is developing a new smartphone. They are identifying potential buyers, segmenting them based on age, income, and lifestyle, and then choosing the most attractive segments to target. This process is known as:
A. Product differentiation
B. Market segmentation and targeting
C. Brand positioning
D. Marketing mix optimization
53. What is the term for the ongoing process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large?
A. Sales
B. Advertising
C. Public Relations
D. Marketing
54. What is the term for the measurable value of a brand, including its name, reputation, and customer loyalty?
A. Brand positioning
B. Brand awareness
C. Brand equity
D. Brand personality
55. According to the Marketing Mix (4 Ps), which ‘P’ refers to the strategies used to communicate the product’s benefits and value to the target audience?
A. Product
B. Price
C. Place
D. Promotion
56. Which of the following is an example of a ‘pull’ marketing strategy?
A. Offering discounts to retailers to stock more products.
B. Running a national advertising campaign to build consumer demand.
C. Providing sales incentives to the company’s sales force.
D. Directly approaching potential business clients with sales pitches.
57. A company uses social media platforms like Instagram and Facebook to engage with customers, share updates, and run targeted advertising campaigns. This is an example of:
A. Public relations
B. Direct marketing
C. Social media marketing
D. Content marketing
58. Which marketing approach focuses on creating valuable, relevant, and consistent content to attract and retain a clearly defined audience?
A. Direct marketing
B. Content marketing
C. Affiliate marketing
D. Experiential marketing
59. A marketer notices that sales of umbrellas increase significantly during rainy seasons. This is an example of understanding:
A. Brand loyalty
B. Market segmentation
C. Consumer behavior and external factors
D. Product differentiation
60. Which of the following is NOT a common element of the marketing mix (4 Ps)?
A. Product
B. Process
C. Price
D. Promotion
61. When a company seeks to increase its market share within its existing markets with its existing products, it is pursuing a:
A. Market Development strategy
B. Product Development strategy
C. Market Penetration strategy
D. Diversification strategy
62. A company experiences a significant drop in sales for a product that was once popular. This product is likely in which stage of the product life cycle?
A. Introduction
B. Growth
C. Maturity
D. Decline
63. What is the primary function of a Unique Selling Proposition (USP)?
A. To describe the production process
B. To highlight what makes a product or service distinct and valuable to customers
C. To outline the company’s financial goals
D. To list all available product features
64. A company introduces a product with features that appeal to a broad range of consumers, without specific segmentation. This is an example of:
A. Niche Marketing
B. Undifferentiated Marketing
C. Concentrated Marketing
D. Micromarketing
65. A company decides to segment its market based on age, gender, and income. This type of segmentation is known as:
A. Geographic Segmentation
B. Psychographic Segmentation
C. Behavioral Segmentation
D. Demographic Segmentation
66. Which of the following is a key benefit of digital marketing?
A. Limited reach and targeting capabilities
B. High cost with uncertain ROI
C. Precise targeting and measurable results
D. Difficulty in reaching niche audiences
67. Which pricing strategy involves setting a high initial price for a new product to recoup development costs quickly?
A. Penetration Pricing
B. Skimming Pricing
C. Cost-Plus Pricing
D. Psychological Pricing
68. What is the term for the perceived value a customer receives from a product or service relative to its cost?
A. Brand Equity
B. Customer Satisfaction
C. Customer Value
D. Market Share
69. What is the main purpose of advertising?
A. To gather customer feedback
B. To persuade consumers to buy a product or service
C. To conduct market research
D. To reduce production costs
70. A company targets a specific group of consumers with tailored marketing messages and offers. This strategy is called:
A. Mass Marketing
B. Undifferentiated Marketing
C. Niche Marketing
D. Differentiated Marketing
71. What does ‘CRM’ stand for in a marketing context?
A. Customer Relationship Management
B. Company Resource Management
C. Consumer Response Model
D. Competitive Response Mechanism
72. A SWOT analysis is a strategic planning tool used to identify a company’s Strengths, Weaknesses, Opportunities, and:
A. Targets
B. Threats
C. Tactics
D. Transactions
73. Which marketing metric measures the percentage of customers who stop doing business with a company?
A. Customer Acquisition Cost (CAC)
B. Customer Lifetime Value (CLV)
C. Customer Churn Rate
D. Conversion Rate
74. Which marketing strategy aims to create a unique perception of a product or brand in the minds of consumers relative to competitors?
A. Market Penetration
B. Market Development
C. Product Differentiation
D. Diversification
75. Which of the following best describes a ‘brand extension’?
A. Launching a completely new product line under a different brand name.
B. Introducing a new product or product line under an established brand name.
C. Creating a sub-brand for a specific niche market.
D. Acquiring another company with its existing brands.
76. The stage in the product life cycle where sales are growing rapidly and profits are beginning to rise is called:
A. Introduction
B. Growth
C. Maturity
D. Decline
77. Which of the following is a common type of sales promotion?
A. Brand Endorsement
B. Public Service Announcement (PSA)
C. Discount Coupons
D. Corporate Social Responsibility (CSR) report
78. What does the ‘Place’ element of the marketing mix refer to?
A. The product’s design and features
B. The price point of the product
C. How the product is distributed and made available to consumers
D. The advertising and promotional activities
79. A company wants to understand customer preferences and behaviors for a new product concept. The most appropriate initial marketing research method would be:
A. Focus groups and surveys
B. Sales data analysis of existing products
C. Competitor analysis only
D. Financial statement review
80. What is the primary goal of a marketing research process?
A. To develop new products without testing
B. To increase sales immediately
C. To gather and analyze data to inform marketing decisions
D. To create advertising campaigns only
81. A company uses its existing distribution channels to sell new products. This is an example of:
A. Market Development
B. Product Development
C. Diversification
D. Market Penetration
82. Which of the following is a key component of a marketing mix according to the 4Ps framework?
A. People
B. Process
C. Price
D. Physical Evidence
83. A company is developing a new marketing campaign. Which element of the marketing mix does this primarily involve?
A. Product
B. Price
C. Place
D. Promotion
84. A company decides to sell its products through online retailers, brick-and-mortar stores, and its own e-commerce website. This is an example of:
A. Single-channel Distribution
B. Multi-channel Distribution
C. Exclusive Distribution
D. Intensive Distribution
85. What is the main objective of public relations (PR) in marketing?
A. To directly sell products through media channels
B. To build and maintain a positive public image for the company
C. To offer discounts and promotions
D. To conduct market research on competitor strategies
86. What does the term ‘target market’ refer to?
A. All potential customers in a geographic region
B. The specific group of consumers a company aims its marketing efforts towards
C. The company’s sales team
D. The main competitor’s customer base
87. Which term describes the set of all products and product lines that a particular seller offers for sale?
A. Product Mix
B. Product Line
C. Product Item
D. Product Portfolio
88. Which of the following is a characteristic of a strong brand?
A. Low customer loyalty
B. Inconsistent messaging
C. Clear differentiation and positive associations
D. Limited distribution
89. Which of the following is a key consideration for the ‘Product’ element of the marketing mix?
A. Advertising budget
B. Distribution channels
C. Product features and quality
D. Promotional offers
90. What does ‘B2B’ marketing stand for?
A. Business to Buyer
B. Brand to Brand
C. Business to Business
D. Buyer to Business
91. Which pricing strategy involves setting a high initial price for a new, innovative product to ‘skim’ maximum revenue from segments willing to pay the high price?
A. Cost-plus pricing
B. Penetration pricing
C. Skimming pricing
D. Psychological pricing
92. A company analyzes the demographic characteristics (age, gender, income, education) of its potential customers. This is a form of:
A. Psychographic segmentation
B. Behavioral segmentation
C. Geographic segmentation
D. Demographic segmentation
93. What is the primary goal of ‘public relations’ (PR) in marketing?
A. To directly sell products to consumers.
B. To build and maintain a positive image and reputation for the company.
C. To manage customer complaints and returns.
D. To conduct market research and analysis.
94. A company decides to distribute its products through a limited number of intermediaries, often in exclusive geographic areas. This is known as:
A. Intensive distribution
B. Selective distribution
C. Exclusive distribution
D. Direct distribution
95. When a company introduces a new product into an existing market, it is pursuing a:
A. Market penetration strategy
B. Product development strategy
C. Market development strategy
D. Diversification strategy
96. A company identifies its target market and then develops a marketing program tailored to that specific market. This approach is known as:
A. Undifferentiated marketing
B. Differentiated marketing
C. Concentrated marketing
D. Niche marketing
97. Which of the following is a characteristic of a ‘monopolistic competition’ market structure?
A. A single seller dominates the market.
B. There are many sellers offering differentiated products.
C. Products are identical with no differentiation.
D. High barriers to entry for new firms.
98. A firm invests heavily in research and development to create innovative products that are superior to existing offerings. This aligns with which marketing concept?
A. The selling concept
B. The product concept
C. The production concept
D. The marketing concept
99. A company that focuses on providing a superior customer experience and building strong customer relationships is likely employing which marketing orientation?
A. Product orientation
B. Sales orientation
C. Societal marketing orientation
D. Relationship marketing orientation
100. What is the primary goal of a ‘penetration pricing’ strategy?
A. To maximize short-term profits.
B. To quickly gain a large market share.
C. To position the product as a luxury item.
D. To deter new competitors from entering the market.
101. Which of the following best describes a ‘brand extension’ strategy?
A. Launching a completely new product under a new brand name.
B. Using an existing brand name to launch a new product in a different category.
C. Increasing advertising for an existing product.
D. Offering discounts on existing products.
102. What is the main purpose of a ‘marketing plan’?
A. To outline the company’s financial projections for the year.
B. To detail the strategies and tactics for achieving marketing objectives.
C. To list all potential customers the company wishes to reach.
D. To assign responsibilities to individual marketing team members.
103. A company decides to sell its high-quality running shoes at a premium price, targeting serious athletes who value performance and durability. This is an example of:
A. Market segmentation
B. Market targeting
C. Market positioning
D. Market differentiation
104. Which marketing concept focuses on understanding and satisfying customer needs and wants better than competitors?
A. The production concept
B. The product concept
C. The selling concept
D. The marketing concept
105. What does the term ‘SWOT analysis’ stand for in marketing?
A. Strengths, Weaknesses, Opportunities, Threats
B. Sales, Wealth, Operations, Technology
C. Strategy, Willingness, Objectives, Targets
D. Service, Value, Optimization, Trust
106. What is the primary function of a supply chain in marketing?
A. To create new product ideas.
B. To manage the flow of goods and services from production to consumption.
C. To set the pricing strategy for products.
D. To conduct market research on consumer preferences.
107. Which stage of the product life cycle is characterized by rapid sales growth and increasing profits?
A. Introduction
B. Growth
C. Maturity
D. Decline
108. What is the primary purpose of packaging in marketing?
A. To solely protect the product during transit.
B. To attract consumer attention, protect the product, and provide product information.
C. To reduce the overall production cost of the product.
D. To serve as a secondary product for consumers to reuse.
109. A market research survey asks respondents to rate their agreement with statements about a new smartphone on a scale from ‘Strongly Disagree’ to ‘Strongly Agree’. This type of data is:
A. Qualitative
B. Quantitative
C. Exploratory
D. Descriptive
110. A company is experiencing declining sales and profits, and market demand is shrinking. It is likely in which stage of the product life cycle?
A. Introduction
B. Growth
C. Maturity
D. Decline
111. The process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate products or marketing mixes is called:
A. Market targeting
B. Market positioning
C. Market segmentation
D. Market differentiation
112. A company analyzes the lifestyle, interests, and opinions of its target audience. This is a form of:
A. Demographic segmentation
B. Geographic segmentation
C. Psychographic segmentation
D. Behavioral segmentation
113. What is the purpose of a ‘call to action’ in marketing communication?
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 build brand awareness without a specific goal.
114. A consumer’s decision to buy a new laptop is influenced by their perception of its quality and value compared to other brands. This relates to:
A. Cognitive dissonance
B. Perceived value
C. Brand loyalty
D. Reference groups
115. Which of the following is NOT considered one of the four Ps of the marketing mix?
A. Price
B. Promotion
C. People
D. Place
116. A company uses television commercials, social media ads, and print advertisements to inform consumers about its new product. This is an example of:
A. Sales promotion
B. Public relations
C. Advertising
D. Personal selling
117. What does the term ‘customer lifetime value’ (CLV) refer to?
A. The total cost of acquiring a new customer.
B. The predicted net profit attributed to the entire future relationship with a customer.
C. The average number of times a customer purchases a product per year.
D. The amount of money a customer spends on their first purchase.
118. Which of the following is an example of a ‘direct distribution channel’?
A. A manufacturer selling products through a retail store.
B. A company selling products directly to consumers via its own e-commerce website.
C. A producer selling to a wholesaler, who then sells to a retailer.
D. A brand using a network of independent distributors.
119. What is the term for marketing activities designed to create and maintain goodwill and understanding between an organization and its various publics?
A. Sales promotion
B. Advertising
C. Public relations
D. Personal selling
120. A company uses a promotional message that highlights the environmental benefits of its products. This is an example of:
A. Cause marketing
B. Green marketing
C. Direct marketing
D. Interactive marketing
121. What is a key benefit of using public relations (PR) in marketing?
A. It guarantees direct sales increases.
B. It builds credibility and positive perception through earned media.
C. It allows for precise targeting of individual consumers.
D. It is always less expensive than advertising.
122. A marketing campaign that uses emotional appeals to connect with consumers’ feelings and values is primarily leveraging which psychological principle?
A. Cognitive dissonance
B. Emotional branding
C. Social proof
D. Scarcity principle
123. What does ‘USP’ stand for in marketing?
A. Unique Selling Proposition
B. Ultimate Sales Performance
C. Universal Service Plan
D. Undeniable Sales Power
124. Which of the following best describes the concept of ‘positioning’ in marketing?
A. The physical location of a company’s headquarters.
B. The process of creating an image or identity for a product in the minds of the target market.
C. The pricing strategy used for new product launches.
D. The channels used to distribute products.
125. What is the role of ‘place’ in the marketing mix?
A. Determining the product’s features and design.
B. Setting the price of the product.
C. Making the product available to customers through distribution channels.
D. Communicating the product’s benefits to consumers.
126. A company wants to build strong customer loyalty. Which marketing strategy is most effective for this goal?
A. Focusing solely on acquiring new customers.
B. Implementing a customer relationship management (CRM) system and offering loyalty programs.
C. Constantly changing product features to keep customers guessing.
D. Reducing customer service to cut costs.
127. What is the primary benefit of a strong distribution network for a company?
A. To increase production costs.
B. To ensure products are readily available to target customers when and where they want them.
C. To reduce the need for product promotion.
D. To limit the number of competitors.
128. What is a ‘SWOT’ analysis in marketing?
A. A method for analyzing competitor weaknesses.
B. An evaluation of a company’s Strengths, Weaknesses, Opportunities, and Threats.
C. A tool for measuring customer satisfaction levels.
D. A framework for developing new product ideas.
129. A company introduces a new flavor of ice cream nationwide simultaneously. This approach is best described as:
A. Niche marketing
B. Undifferentiated marketing
C. Differentiated marketing
D. Concentrated marketing
130. A company analyzes the needs and wants of its customers and then develops products to meet those specific needs. This approach is characteristic of:
A. Production-oriented marketing
B. Sales-oriented marketing
C. Market-oriented (or customer-oriented) marketing
D. Product-oriented marketing
131. What does ‘brand equity’ refer to in marketing?
A. The total revenue generated by a brand in a fiscal year.
B. The added value a brand name gives to a product beyond its functional benefits.
C. The cost of producing all branded products.
D. The number of employees working in the brand’s marketing department.
132. What is the main advantage of ‘direct marketing’?
A. It reaches a very broad, undifferentiated audience.
B. It allows for personalized communication and direct response measurement.
C. It typically has very high production costs for each interaction.
D. It is not effective for niche markets.
133. What does the term ‘customer lifetime value’ (CLV) measure?
A. The total number of customers a company has.
B. The total revenue a company expects to earn from a single customer over the entire period of their relationship.
C. The cost of acquiring a new customer.
D. The average purchase amount per transaction.
134. What is the primary goal of market segmentation?
A. To create a single, undifferentiated product for all consumers.
B. To divide a broad consumer market into smaller, more homogeneous groups with distinct needs or characteristics.
C. To reduce the overall marketing budget by targeting fewer customers.
D. To eliminate the need for product differentiation.
135. A company launches a new eco-friendly cleaning product and emphasizes its sustainability in all its advertising. This focus on environmental benefit is an example of:
A. Price discrimination
B. Product differentiation
C. Market saturation
D. Brand dilution
136. Which of the following is NOT considered a primary type of market segmentation?
A. Geographic segmentation
B. Psychographic segmentation
C. Demographic segmentation
D. Economic segmentation
137. A company uses a strategy where it introduces a product at a low price to gain a large market share quickly. This is known as:
A. Price skimming
B. Penetration pricing
C. Cost-plus pricing
D. Psychological pricing
138. A company that focuses on building long-term relationships with its customers and exceeding their expectations is practicing:
A. Transactional marketing
B. Relationship marketing
C. Mass marketing
D. Undifferentiated marketing
139. Which of the following best describes the concept of a ‘marketing mix’ in its most fundamental form?
A. The combination of product, price, place, and promotion strategies a company uses to market its offerings.
B. The detailed financial budget allocated for all marketing activities.
C. The analysis of competitor pricing strategies and market share.
D. The customer relationship management system used to track sales leads.
140. What is the main objective of a ‘pull’ strategy in promotion?
A. To persuade intermediaries (like retailers) to stock and promote the product.
B. To create demand directly from the end consumer, who then requests the product from intermediaries.
C. To offer discounts to wholesalers to increase their orders.
D. To focus on advertising to businesses rather than individuals.
141. Which pricing strategy involves setting a high initial price for a new product to recover research and development costs and then gradually lowering it?
A. Penetration pricing
B. Value-based pricing
C. Price skimming
D. Competitive pricing
142. Which stage of the product life cycle is characterized by high marketing costs, low sales, and often losses?
A. Growth
B. Maturity
C. Introduction
D. Decline
143. A company decides to offer a discount on its products for a limited time to encourage immediate purchase. This is an example of:
A. Product development
B. Sales promotion
C. Market segmentation
D. Brand extension
144. What is the primary function of advertising?
A. To provide after-sales customer support.
B. To inform, persuade, or remind a target audience about a product, service, or idea.
C. To directly negotiate prices with individual customers.
D. To manage inventory levels.
145. Which of the following is the most appropriate definition of a ‘target market’?
A. The entire population of a country.
B. The group of consumers that a company aims to reach with its marketing efforts.
C. All businesses that sell similar products.
D. The geographical area where a company operates.
146. A company decides to launch a new smartphone with advanced features at a premium price point, targeting early adopters and tech enthusiasts. This strategy primarily focuses on which element of the marketing mix?
A. Place
B. Promotion
C. Price
D. Product
147. When a company promotes its products through social media platforms, blogs, and online videos, it is engaging in:
A. Traditional advertising
B. Digital marketing
C. Direct mail marketing
D. Telemarketing
148. A company decides to sell its high-end watches exclusively through its own boutiques and a few select luxury department stores. This is an example of:
A. Intensive distribution
B. Selective distribution
C. Exclusive distribution
D. Ubiquitous distribution
149. What is the main purpose of ‘market research’?
A. To create new products without consumer input.
B. To gather and analyze information about consumers, competitors, and the market to make informed marketing decisions.
C. To solely track sales performance.
D. To predict future economic recessions.
150. A firm is considering selling its products in a new international market where consumers have different cultural norms and buying habits. Which aspect of the marketing mix would require the most significant adaptation?
A. Product (features)
B. Price (currency exchange)
C. Promotion (communication style)
D. All of the above
