Marks 19.00/20.00
Grade 95.00 out of 100.00
Question 1
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Question text
Which one of the following types of research would be chosen if a company needs to
conduct problem-identification research?
Select one:
a.
Segmentation research
b.
Product research
c.
Pricing research
d.
Image research
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The correct answer is: Image research
Question 2
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Which one of the following options best represents Channel 4 as a distribution channel?
Select one:
1
,a.
The first wholesaler obtains a specific product from numerous producers and then sells
the product to the second wholesaler.
b.
Wholesalers sell directly to the final consumer.
c.
The classic indirect-distribution channel that is still regarded as the most effective.
d.
A direct-distribution channel where the product is sold directly to the final consumer by
the producer.
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The correct answer is: The classic indirect-distribution channel that is still regarded as the
most effective.
Question 3
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Lux, Dove and Knorr are all products sold through Unilever. However, each product has a
separate marketing communication strategy which is aimed at a specific target market.
What type of brand would Lux, Dove and Knorr be?
Select one:
a.
Family brand
b.
Generic brand
c.
Individual brand
d.
Dealer brand
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The correct answer is: Individual brand
2
,Question 4
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According to SABMiller it has not done enough to appeal to women through previous
advertising campaigns. It is thus developing lighter beers and non-alcoholic fruit
flavoured variants to exploit the shift in drinking habits and appeal to more health
conscious drinkers. By segmenting consumers into gender classifications, such as male
and female, SABMiller is making use of ______________ segmentation.
Select one:
a.
geographic
b.
demographic
c.
psychographic
d.
behavioural
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The correct answer is: demographic
Question 5
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External customers all have different wants and have five basic needs. Which one of the
following is NOT a basic need of an external customer?
Select one:
a.
Service
3
, b.
Price
c.
Responsiveness
d.
Action
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The correct answer is: Responsiveness
Question 6
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SABMiller is making a conscious effort to appeal to more health conscious drinkers. Their
approach to marketing therefore places emphasis on what the consumer needs. This
refers to the principle of ________________ of the marketing concept.
Select one:
a.
profitability
b.
consumer orientation
c.
social responsibility
d.
organisational integration
Feedback
The correct answer is: consumer orientation
Question 7
Correct
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4
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