Quiz Flashcards

1
Q

What indicates that an organisation is marketing orientated?

A

The organisation is customer focused

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2
Q

The act of obtaining something of value from another party, and offering them something of value in return, is referred to as:

A

Exchange

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3
Q

What shows that a company is adopting the marketing concept?

A

Senior management organises the whole business to ensure it meets customers’ needs

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4
Q

The primers function of a marketing department is to:

A

Act as a bridge between the customer and organisation, understanding and championing customers

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5
Q

An understanding of customer buying behaviour is important to marketers. What best describes its value to an organisation?

A

It helps the organisation to design better marketing programmes

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6
Q

Organisational buying behaviour differs from consumer buying behaviour. What element of the marketing mix is most affected by these differences?

A

Promotion

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7
Q

In a B2C organisation, what factors influences your customers’ buying decisions?

A

Social, personality, motivation and cultural

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8
Q

What are the key differences between consumer and organisational buying behaviour?

A
  • nature of the product
  • lead time to purchase
  • people involved
  • rationality
  • information requirements
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9
Q

What beer represents an organisation’s external macro environment?

A

Social, technical, economic, ecological, ethical, political, and legal factors
(PESTELE)

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10
Q

What is most likely to be guided by the outcome of the marketing audit?

A

Setting of objectives & selection of strategy

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11
Q

What best represents an organisations external micro environment?

A

Customers, competitors, stakeholders, suppliers and distributors

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12
Q

What model would you use to analyse your marketing environment?

A

PESTELE

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13
Q

When surveys suggests customer satisfaction is falling due to retail service levels, what research would help provide insight into this topic?

A

Mystery shopping

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14
Q

What question might you use in quantative research?

A

How often do you buy B brand?

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15
Q

In writing a report about your marketplace, what research data is most suitable (with a low budget)?

A

Secondary data

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16
Q

What is a method of gathering qualitative data?

A

Focus group

17
Q

With which element of the ‘total product concept’ would the installation of a new TV box best fit?

A

Augmented

18
Q

Which two stages of the buyer decision making process are specific to B2B decisions?

A

Product specification and supplier search

19
Q

What are components of a service but not a product?

A

‘Intangibility’ and ‘not possible to own’

20
Q

A co-ordinated marketing mix is an important concept within marketing tactics as it provides:

A

Synergy (whole is greater than the sum of the parts - putting the marketing mix variables together in a way that achieves maximum effect)

21
Q

The group of people involved in making a purchase decision is referred to as:

A

A decision making unit

22
Q

Comparison of sales volume to forecasts is a form of:

A

Sales analysis

23
Q

Making a comparison with competitors is most likely to be a measure used in which element of the marketing mix?

A

Price