test questions Flashcards
Which of the following characteristics relate to non durable consumer markets?
Purchases are usually paid cash, Purchases are usually made on the basis of habit or impulse, Prices are usually crucial, especially for non-branded products (all of the above)
What is potential market?
The aggregate of all the consumers who have a particular need, response capability and have or may have some level of interest in satisfying such need
What is a retailer?
A retailer is a natural or a legal person that buys products from wholesalers or semi-wholesalers to sell them directly to the end consumer, A retail trader, A small shopkeeper (all of the above)
Demand may refer to
A specific period of time, A particular kind of product or a corporate brand, the whole market, some market segments or an individual.
(All answers are correct)
Which of the following is not in the micro environment?
Politics
Porter’s five forces focus on
Competitors within the same sector, customers, products, suppliers and potential competitors.
What micro environment actor is affected by cost factors?
The company
What kind of forces is being analysed when family patterns are being considered?
demographic forces
What forces in the macro environment force companies to follow green policies?
cultural forces
Marketing activities aimed to produce, promote and sell products that are environmentally friendly are called
green marketing
Establishing strong, durable relationships with customers is the basis of
relational marketing
What does internal marketing refer to?
The recruitment, training and motivation of the suitable staff for assisting customers adequately
BBVA is sponsoring a campaign addressed to women suffering from domestic violence so they can denounce their aggressors. It was launched by the Ministry of Health, Social Services and Equality of Spain. According to social responsibility marketing, what type of action is such sponsorship?
corporate social marketing
operational marketing
is action oriented, has a stable environment, is implemented by the marketing department
On which of the following basis can the marketing department be formed?
product, territory, function and clients
The main functions of marketing management are
Analysis, planning, organization, implementation and control
Which of the following statements are characteristics of services markets?
Property and control are not transferred.
Purchase is made on the basis of habit or impulse.
There is no physical distribution though there is a distribution channel.
What is a product?
A good, service or idea that is valuable for the consumer or user and satisfies a need.
Which of the following statements are characteristics of the markets for nondurable consumer goods?
Purchase is usually paid in cash.
Purchase is usually made on the basis of habit or impulse
Price is crucial, specially for unbranded goods.
The study of consumer behaviour embraces the activities that lead to the acquisition of goods and services
For the consumer as well as for third parties to which the consumer is related
Which of the following factors is an exogen factor to consumer buying behavior?
family
What general segmentation criteria use ethnical groups as a variable?
Demographic and socio-economic criteria
Which of the following needs is not an acquired need?
shelter
The main reasons why consumers buy online are:
Comfort, information and prices
Which one of the following answers is not an external influence on consumer behaviour
perception
Motivation is an internal influence on consumer buying behaviour that can be classified on the basis of which criteria:
Rational or emotional motives
Primary or selection motives
Positive or negative motives *All the answers are correct
Online reputation management implies
transparency, dialogue, speed *all of the above
Which of the following types of purchase imply low complexity
frequent purchase
Internet users make up a market niche
false
secondary groups of belonging
Have a direct influence on the consumer’s attitudes or behaviour.
Are reference groups.
Are groups of individuals with whom the consumer interacts occasionally in a more formal manner
what are acquired needs?
Self-esteem, reputation and love
Are those that an individual learns in response to the environment or culture.
What is the Likert scale?
A surveying technique based on the interviewee’s degree of (dis)agreement with a specific statement
What is potential market?
The aggregate of all the consumers who have a particular need, response capability and have or may have some level of interest in satisfying such need.
Descriptive researches
Are the most common
Describe the characteristics of certain groups, and determine the frequency with which something occurs
Are divided into longitudinal and transversal studies
What is the difference between primary and secondary sources?
Primary sources elaborate data ad hoc whilst secondary sources provide data already existing.
Quantitative data can be gathered via
Face to face surveys
What is the purpose of a market research?
Understanding market conditions, trends and opportunities
Widening the business vision
Making decision in a fast and efficient way
If we are to carry out a market research in heterogeneous population, what type of sampling should we use?
Probability sampling
What is a sample?
A subgroup of elements of the target population selected to participate in a research
What kind of strategy is being followed by a company in a dominant position within the market?
leadership strategy
What kind of strategy is being followed by a company following a conservative approach based on the development of new products while trying to maintain a safe market position within the segment in which it operates
defender strategy
the diversification strategy is a kind of
growth strategy
The SWOT analysis is aimed at identifying:
strengths, weaknesses, opportunities and threats
The benefits sought by a consumer would be one of the variables based on characteristics of the consumer
false
What should marketing objectives be like in order to help define the most appropriate strategies?
Specific, quantifiable, reachable, challenging and temporary
What kind of strategy is being followed by a company targeting a subgroup’s needs?
niche marketing
What type of strategy is used by a company specialised on a particular product providing a competitive advantage?
focus strategy
What kind of positioning refers to a product’s position in terms of its affinity with the consumer?
consumer positioning
Positioning refers to the aggregate of all perceptions that happen in the mind of consumers in regard to a brand or a product and, therefore, is a permanent factor on which companies cannot influence
false
