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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
psychographics
B
market segmentation
C
demographics
D
geographic segmentation
3) Market segments should be evaluated on all of the following characteristics except
A
number of potential customers.
B
customers' interest in the product or service.
C
employees desire to serve potential customers.
D
amount of money customers have available to make the purchase.
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
Choose a basis for segmenting the market.
D
Use market information to choose the markets that present the greatest and least amount of potential.
5) If a camera manufacturer markets its cameras a taking sharper, clearer pictures than competing models, how is it positioning its product?
A
by product user
B
by attribute
C
by price
D
by use or application
6) Which of the following is an example of indirect competition?
A
Nike vs Reebok
B
Blockbuster Video vs Showcase Movie Cinema
C
Holiday Inn vs. Ramada Inn
D
McDonald's vs Burger King
7) Which of the following is not a benefit of competition?
A
It offers consumers a wide choice of products and services.
B
It encourages product improvement and innovation.
C
The consumer receives the best price for the product.
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
attribute competition
B
market competition
C
price competition
D
direct competition
9) Businesses engage in which of the following activities to gain information about the competition?
A
study customers and customer records
B
All of these choices are correct
C
purchase and analyze competitor's products
D
collect and study newspaper and magazine articles
10) An exhibition where companies associated with an industry gather to showcase their products is called
A
trade show
B
job fair
C
target market
D
flea market
*select an answer for all questions
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