Quiz Flashcards
What indicates that an organisation is marketing orientated?
The organisation is customer focused
The act of obtaining something of value from another party, and offering them something of value in return, is referred to as:
Exchange
What shows that a company is adopting the marketing concept?
Senior management organises the whole business to ensure it meets customers’ needs
The primers function of a marketing department is to:
Act as a bridge between the customer and organisation, understanding and championing customers
An understanding of customer buying behaviour is important to marketers. What best describes its value to an organisation?
It helps the organisation to design better marketing programmes
Organisational buying behaviour differs from consumer buying behaviour. What element of the marketing mix is most affected by these differences?
Promotion
In a B2C organisation, what factors influences your customers’ buying decisions?
Social, personality, motivation and cultural
What are the key differences between consumer and organisational buying behaviour?
- nature of the product
- lead time to purchase
- people involved
- rationality
- information requirements
What beer represents an organisation’s external macro environment?
Social, technical, economic, ecological, ethical, political, and legal factors
(PESTELE)
What is most likely to be guided by the outcome of the marketing audit?
Setting of objectives & selection of strategy
What best represents an organisations external micro environment?
Customers, competitors, stakeholders, suppliers and distributors
What model would you use to analyse your marketing environment?
PESTELE
When surveys suggests customer satisfaction is falling due to retail service levels, what research would help provide insight into this topic?
Mystery shopping
What question might you use in quantative research?
How often do you buy B brand?
In writing a report about your marketplace, what research data is most suitable (with a low budget)?
Secondary data
What is a method of gathering qualitative data?
Focus group
With which element of the ‘total product concept’ would the installation of a new TV box best fit?
Augmented
Which two stages of the buyer decision making process are specific to B2B decisions?
Product specification and supplier search
What are components of a service but not a product?
‘Intangibility’ and ‘not possible to own’
A co-ordinated marketing mix is an important concept within marketing tactics as it provides:
Synergy (whole is greater than the sum of the parts - putting the marketing mix variables together in a way that achieves maximum effect)
The group of people involved in making a purchase decision is referred to as:
A decision making unit
Comparison of sales volume to forecasts is a form of:
Sales analysis
Making a comparison with competitors is most likely to be a measure used in which element of the marketing mix?
Price
