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Marketing Exam Review Part 6
Test Description: Final exam review
Instructions: Answer all questions to get your test result.
1) This approach directs a company's marketing at a large and heterogeneous group of consumers.
A
buzz marketing
B
market segmentation
C
telemarketing
D
mass marketing
2) People's interests and values are referred to as
A
market segmentation
B
demographics
C
geographic segmentation
D
psychographics
3) Market segments should be evaluated on all of the following characteristics except
A
employees desire to serve potential customers.
B
customers' interest in the product or service.
C
amount of money customers have available to make the purchase.
D
number of potential customers.
4) Which of the following is the last step in identifying potential market segment?
A
Identify the segments that exist in the market.
B
Gather information for analysis
C
Use market information to choose the markets that present the greatest and least amount of potential.
D
Choose a basis for segmenting the market.
5) If a camera manufacturer markets its cameras a taking sharper, clearer pictures than competing models, how is it positioning its product?
A
by attribute
B
by use or application
C
by product user
D
by price
6) Which of the following is an example of indirect competition?
A
Blockbuster Video vs Showcase Movie Cinema
B
Holiday Inn vs. Ramada Inn
C
McDonald's vs Burger King
D
Nike vs Reebok
7) Which of the following is not a benefit of competition?
A
The consumer receives the best price for the product.
B
It offers consumers a wide choice of products and services.
C
It encourages product improvement and innovation.
D
It guarantees low employment rates and low inflation rates.
8) A restaurant that advertises an all-you-can-eat dinner buffet for $3.95 is probably engaging in
A
market competition
B
direct competition
C
attribute competition
D
price competition
9) Businesses engage in which of the following activities to gain information about the competition?
A
purchase and analyze competitor's products
B
study customers and customer records
C
collect and study newspaper and magazine articles
D
All of these choices are correct
10) An exhibition where companies associated with an industry gather to showcase their products is called
A
job fair
B
target market
C
trade show
D
flea market
*select an answer for all questions
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