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AS Business Unit 3
Test Description: AS Business Unit 3
Instructions: Answer all questions to get your test result.
1) Marketing is best defined as the:
A
management process of controlling the 4Ps
B
management process responsible for identifying, anticipating and satisfying customer needs profitably
C
process of researching the market and setting objectives
D
process of advertising products and services to a target market
2) It is often stated that the decline of the British motorcycle industry was largely a consequence of British firms adopting a product-oriented approach. This approach is characterised by:
A
an inward-looking focus on making products that can be made and then trying to sell them
B
consideration not only of the demands of consumers, but also of the effects of products on all members of society
C
an outward-looking approach basing product decisions on what the market demands
D
an outward-looking approach basing product decisions on competitor strategies
3) Market share is defined as:
A
the percentage change in sales of a particular firm over time
B
the breaking down of a large market into subgroups, that are likely to respond to products in different ways
C
the proportion of the total market that a particular firm’s sales have achieved
D
the percentage change in sales over time in a particular market
4) Which one of the following is a potential benefit to a business of adopting a mass marketing strategy?
A
Marketing costs per unit will be lower than with a niche strategy.
B
Sales will always be higher than with a niche strategy.
C
Products will be adapted to meet the needs of separate groups of consumers.
D
Higher profit margins are likely to be earned compared to a niche marketing strategy.
5) Qualitative research is best defined as:
A
research into the underlying motivation behind consumer buying behaviour
B
research that leads to numerical results which can be analysed further
C
secondary research
D
primary research
6) 3
A
3
B
3
C
3
D
3
7) 3
A
3
B
3
C
3
D
3
8) 3
A
3
B
3
C
3
D
3
9) 3
A
3
B
3
C
3
D
3
10) 1
A
2
B
2
C
2
D
2
*select an answer for all questions
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