Sample test of Kotler's principles of marketing used for the modul guest experience year 1 of NHL Stenden Hotelschool
15 multiple-choice questions
2 essay questions
Answer key provided
Samenvatting van International Marketing (LBVB20MES2)
Scriptie Hotel & Eventmanagement geslaagd marketingplan
Marketing
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NHL Stenden Hogeschool (NHL)
Hogere Hotelschool Bachelor opleiding
Marketing
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Sample test Kotler’s Principles of marketing
Multiple-choice questions
1. Which of the actors below are people within a reference group, who because of
special skills, knowledge, personality or other characteristics, exert influence over
others?
a. Innovators
b. Opinion leaders
c. Stealth marketers
2. A company’s integrated marketing communications must deliver which of the
following messages to the customer?
a. Consistency
b. Reliability
c. Validity
3. How can a need be described?
a. As a state of excess
b. As a state of deprivation
c. As a state of desire
4. In a SWOT analysis, favorable trends in the external environment can be considered
as which of the following?
a. Challenges
b. Weaknesses
c. Opportunities
5. Which of the following is a component of a firm’s microenvironment?
a. Marketing intermediaries
b. Population shifts
c. Customer demographics
6. When the size, the purchasing power and profile of a segment can be calculated the
market is said to be which of the below?
a. Actionable
b. Measurable
c. Profitable
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