Mock exam questions

Question 1

An effective marketing orientated organisation should be concentrating on?

> Quality
Sales
Market share
The customer

Answer 1

The customer

Question 2

Which of the following is correct?

i. a management process
ii. a business philosophy
iii. a catalyst for change

> i only
i and ii only
i, ii and iii

Answer 2

i, ii and iii

Question 3

In an effective organisation marketing should assume the role of?

> Customer champion
Devils advocate
Chief strategist
Decision making unit

Answer 3

Customer champion

Question 4

Which of the following states commonly used methods of determining the effectiveness of marketing communications?

> Impression and preference
Preference and recall
Recall and recognition
Recognition and impression

Answer 4

Recall and recognition

Question 5

DrillByt Group provides the best extended warranty in the market on its professional power tool range. The warranty forms part of which of the following? The:

> Actual product
Adapted product
Augmented product
Core product

Answer 5

Augmented product

Question 6

A retailer wishes to achieve saturation coverage of the market by having as many outlets as possible. This approach is known as which of the following?

> Exclusive distribution
Intensive distribution
Saturated distribution
Selective distribution

Answer 6

Intensive distribution

Question 7

For an organisation with limited marketing budget which of the following would provide the most appropriate marketing communications mix?

> Advertising and personal selling
Advertising and PR
PR and social media
Social media and personal selling

Answer 7

Social media and personal selling

Question 8

Which of the following within marketing communications is specifically designed to stimulate a response from the target audience?

> Messaging
Segmentation
Strategy
Tactics

Answer 8

Messaging

Question 9

Which of the following is an example of an organisational strength derived from the internal environment?

> Collaborative suppliers
Key customers
Risk appetite
Spread of shareholders

Answer 9

Spread of shareholders

Question 10

Ollie needs a car for work. Unfortunately, his existing vehicle is old and is now beyond economical repair and so needs to be replaced. Based on the conventional consumer buyer process, which of the following is Ollie most likely to do next?

> Book a test drive
Evaluate the alternatives
Make a purchase decision
Undertake some research

Answer 10

Undertake some research

Question 11

TranscoBus manufactures teams and buses for use in cities across the world. Because of variations in safety standards and legislation, in different locations, it is most important that TranscoBus regularly undertakes which of the following? A review of:

> Its existing product range
Its entire customer proposition
All elements of its marketing mix
The competitive landscape

Answer 11

All elements of its marketing mix

Question 12

TranscoBus manufactures teams and buses for use in cities across the world. Because of variations in safety standards and legislation, in different locations, it is most important that TranscoBus regularly undertakes which of the following? A review of:

> Its existing product range
Its entire customer proposition
All elements of its marketing mix
The competitive landscape

Answer 12

All elements of its marketing mix

Question 13

An organisation has adapted its marketing mix with a view to achieving benefits for its customers, shareholders and staff. Its primary focus is on which of the following?

> Delivering stakeholder value
Increasing its share price
Reducing its competitors
Recruiting more staff

Answer 13

Delivering stakeholder value

Question 14

For marketers to act as the “customer champion” they must have which of the following?

> An understanding of customer needs
Recognition that customers are always right
Plans to build relation ships with all customers
Products for all types of customers

Answer 14

An understanding of customer needs

Question 15

Which of the following best describes the correct order of the stages in marketing planning?

> Strategy, objectives, promotion, measure results
Analysis, decision, implementation, control
Vision, objectives, strategy, market research
Awareness, interest, desire, action

Question 16

Ralph is the Marketing Director of a large law firm. The practice partners are keen to find out how their major corporate clients feel about the service they receive and, in particular, how the advice these clients have received has helped their own organisations to achieve competitive advantage. What technique is Ralph most likely to use to collect the data?

> Focus group
Online survey
Social media
Structured interview

Question 17

Tasty Foods Group operates a large chain of restaurants. Its revenues have been failing and online reviews are increasingly negative. The Chief Executive Officer wants to ascertain a clear view of the customer experience actually eating in Tasty Foods restaurants. Which of the following should the CEO undertake?

> Competitor analysis
Delphi method
Mystery shop
Transnational analysis

Answer 17

Mystery shop

Question 18

PowerBlast is a highly renowned brand of power tools for use by professional builders and construction site workers. The marketing department has made significant changes to the warranty terms, after sales support and servicing across the whole range. The department has focused on which element of the marketing mix?

> People
Process
Product
Promotion

Question 19

Regularly reviewing and implementing a coordinated marketing mix is frequently a response by the marketer to maintain which of the following?

> Branding
Messaging
Positioning
Profile

Question 20

Which of the following is a benefit of developing and maintaining a coordinated marketing mix?

> Competitors will be unable to copy the mix
Market share will always grow
Marketing tactics will be relevant to the segment
There will be less need to change the marketing mix