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Practice exam Marketing
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Practice exam of the course Marketing given at the University of Amsterdam
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MC practice questions 2019-2020Choose the one alternative that best completes the statement or answers the question.
1) In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a
haunted house. Disney is marketing a(n) ________.
A) experience
B) event
C) organization
D) good
2) In the case of ________, consumers dislike the product and may even pay a price to avoid it.
A) nonexistent demand
B) overfull demand
C) irregular demand
D) negative demand
3) ________ reflects a customer's judgment of a product's performance in relation to his or her
expectations.
A) Brand equity
B) Satisfaction
C) Perception
D) Brand image
4) Holistic marketing incorporates ________, an understanding of broader concerns in the ethical,
environmental, legal, and social context of marketing activities.
A) internal marketing
B) social responsibility marketing
C) relationship marketing
D) integrated marketing
5) In the cycle of complete strategic planning, taking corrective action is a part of ________.
A) planning
B) implementation
C) controlling
D) analyzing
6) The ________ lays out the target markets and the value proposition that will be offered, based on
an analysis of the best market opportunities.
A) organizational plan
B) strategic marketing plan
C) corporate tactical plan
D) corporate mission
7) A(n) ________ is when a company might seek new businesses that have no relationship to its
current technology, products, or markets.
A) concentric strategy
B) conglomerate strategy
C) horizontal strategy
D) intensive growth strategy
, 8) A ________ is a set of procedures and sources managers use to obtain everyday information about
developments in the marketing environment.
A) data warehousing system
B) viral marketing campaign
C) product management system
D) marketing intelligence system
9) A ________ is a direction or sequence of events that has some momentum and durability; it
reveals the shape of the future and can provide strategic direction.
A) fad
B) fashion
C) trend
D) megatrend
10) People vary in their views of society and their consumption patterns often reflect their social
attitudes. ________ usually live more frugally, drive smaller cars, and wear simpler clothing.
A) Makers
B) Escapers
C) Changers
D) Developers
11) Designing a research plan calls for decisions on all of the following EXCEPT ________.
A) research objectives
B) research approaches
C) research instruments
D) sampling plans
12) As the marketing manager of Cominform Pvt. Ltd., a manufacturer of health drinks, you have
selected 10 individuals who match the profile of your target customer, to participate in a discussion
on changing lifestyle trends related to health. You have also hired a skilled moderator to facilitate the
discussion and ensure that everyone participates and stays focused on the topic. The moderator
provides questions and probes based on the "script" prepared by you. The discussions are also
recorded for further analysis. Which of the following methods of acquiring primary data is being used
in this case?
A) surveys
B) behavioral data
C) experiments
D) focus groups
13) Which of the following refers to the set of measures that help firms to quantify, compare, and
interpret their marketing performance?
A) marketing information systems
B) marketing simulation
C) marketing intelligence
D) marketing metrics
14) ________ is the practice of sending messages only when consumers express a willingness to
become more involved with the brand.
A) Relationship marketing
B) Permission marketing
C) Cause marketing
D) Defensive marketing
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