AS Business Unit 3 Question Preview (ID: 47472)


AS Business Unit 3.

Marketing is best defined as the:
a) process of advertising products and services to a target market
b) process of researching the market and setting objectives
c) management process of controlling the 4Ps
d) management process responsible for identifying, anticipating and satisfying customer needs profitably

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) an outward-looking approach basing product decisions on what the market demands
c) consideration not only of the demands of consumers, but also of the effects of products on all members of society
d) an outward-looking approach basing product decisions on competitor strategies

Market share is defined as:
a) the proportion of the total market that a particular firm’s sales have achieved
b) the percentage change in sales over time in a particular market
c) the percentage change in sales of a particular firm over time
d) the breaking down of a large market into subgroups, that are likely to respond to products in different ways

Which one of the following is a potential benefit to a business of adopting a mass marketing strategy?
a) Higher profit margins are likely to be earned compared to a niche marketing strategy.
b) Marketing costs per unit will be lower than with a niche strategy.
c) Sales will always be higher than with a niche strategy.
d) Products will be adapted to meet the needs of separate groups of consumers.

Qualitative research is best defined as:
a) primary research
b) secondary research
c) research that leads to numerical results which can be analysed further
d) research into the underlying motivation behind consumer buying behaviour

3
a) 3
b) 3
c) 3
d) 3

3
a) 3
b) 3
c) 3
d) 3

3
a) 3
b) 3
c) 3
d) 3

3
a) 3
b) 3
c) 3
d) 3

1
a) 2
b) 2
c) 2
d) 2

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