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These 35 questions are partly made up based on lectures of marketing 2022 at RU and from summaries of the book.
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Marketing summary Principles of Marketing 18th edition
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Summary: Principles of Marketing 18e Global Edition - Marketing (MAN-BCU2008)
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Marketing trial examThese questions are partly made up based on lectures of marketing 2022 at RU and from
summaries of the book.
1. What’s the right definition of ‘Marketing’ according to Ama?
A. Exchanging offers that have value for customers, clients, partners, and society at
large.
B. Satisfying exchange relationships in a dynamic environment
C. Identification of target markets and the satisfaction of these customers, now and
in the future
D. a state that results when an exchange meets the needs and expectations of the
buyer
2. What’s the right definition of ‘Marketing’ according to Dibb et al?
A. Exchanging offers that have value for customers, clients, partners, and society at
large.
B. Satisfying exchange relationships in a dynamic environment
C. Identification of target markets and the satisfaction of these customers, now and
in the future
D. a state that results when an exchange meets the needs and expectations of the
buyer
3. What is the name of the customer that a brand could be better off without this type
of customer?
A. Butterflies
B. True friends
C. Barnacles
D. Strangers
4. What’s a disposable income?
A. The money that people use for buying unsought products
B. After-tax income
C. Income that is available for spending and saving after the necessities
D. Your monthly salary
5. What’s the correct way for the buying-decision making process?
A. Information search -> evaluation of alternatives -> purchase decision -> post
purchase behavior
B. Need recognition -> evaluation of alternatives -> purchase decision -> post
purchase behavior
C. Information search -> purchase decision -> post purchase behavior -> evaluation
D. Need recognition -> information search -> evaluation of alternatives -> purchase
decision -> post-purchase behavior
, 6. Lisa is doing an observation of one hour of Andor and Coreijn talking about their trip
to Italy and is writing her observations down. This is recognizable as:
A. Single source data
B. Marketing research
C. Primary data
D. Secondary data
7. Lisa says she has used ‘sampling’ for her research about Andor and Coreijn. Now Julia
says she cannot label it as ‘sampling’. Why not?
A. Because Andor and Coreijn are both males and sampling require different
characteristics of the observation units
B. When sampling, the representatives must form a representative selection of the
total population
C. Because sampling requires a lot of time, therefore, an hour is not representative
enough to be named as ‘sampling’
D. Because sampling usually cost a lot of money
8. Which of the following criteria is not a criterium for the segmentation process?
A. Homogeneous
B. Measurable
C. Heterogeneous
D. Stable over time
9. Increasing sales of current products in new markets is labeled as:
A. Market penetration
B. Market development
C. Product development
D. Diversification
10. Which of the following is labeled as the ‘riskiest?’
A. Market penetration
B. Market development
C. Product development
D. Diversification
11. Customer service is part of the…
A. Core product
B. Actual product
C. Augmented product
D. It is not a part of the product, it is part of services
12. There are 2 perspectives to look at customer experiences. ‘What’s happening in the
experience’ is part of the…
A. Phenomenology
B. Socioeconomic
C. Heterogeneity
D. Homogeneity
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