1. An online marketing campaign that relies on the forwarding of email messages, links to websites, or word-of-mouth in online discussion groups and other communities, is an example of:

Select one:

a. Search engine marketing.

b. Stealth marketing.

c. Societal marketing.

d. Snap chatting

e. Viral marketing.

2. Customers are a part of an organisation's _____________environment.

Select one:

a. Narrow

b. Micro

c. None of the options listed

d. Internal

e. Macro

3. Consumer products refer to

Select one:

a. products purchased by the ultimate consumer

b. products that assist directly or indirectly in providing products for resale

c. items purchased frequently and with a minimum of shopping effort

d. products used in the production of other items

e. products a consumer will make an effort to seek out and buy

4. Which of the following is not a common basis of segmentation?

Select one:

a. Behavioural

b. Psychographic

c. All of the options are common bases of segmentation

d. Geographic

e. Demographic

5. Repertoire buying is:

Select one:

a. When buyers do not buy a brand

b. None of the options listed

c. When buyers are conditioned to buy a brand

d. When buyers are 100% loyal to a brand

e. When buyers shuffle between a set of brands that they prefer

6. A box of Cascade dishwasher detergent shrink-wrapped with a bottle of Jet Dry for 10 cents more than the regular price of the Cascade dishwasher detergent is an example of __________ pricing.

Select one:

a. Odd-even

b. Standard-mark-up

c. Penetration

d. Prestige

e. Bundle

7. Data that has been previously collected for a research project other than the current situation is called

Select one:

a. Secondary data

b. Former data

c. Unauthentic data

d. Previous data

e. Past data

8. According to the SMART model, objectives must be: Specific, __________, Actionable, __________, and Timetabled.

Select one:

a. Measureable, Reliable

b. Monitored, Reasonable

c. Measurable, Reasonable

d. Monitored, Reliable

e. Manageable, Reproducible

9. A devaluation of the Australian dollar makes exports cheaper and imports more expensive. Within the macro-environment, this is known as a:

Select one:

a. Political force.

b. Technological force.

c. Sociocultural force.

d. Economic force.

e. Legal force

10. The four Ps of marketing are:

Select one:

a. Promotion, Positioning, Price, Product

b. Price, Promotion, Place and Product

c. Product, Price, Place and Position

d. Planning, Process, Promotion and Positioning

e. Product, Placement, Price and Promotion

11. The consumer sales promotion that involves the use of a brand-name product in a movie, television show, or a video is referred to as __________.

Select one:

a. Partnership branding

b. Product Placement

c. Co-branding

d. Electronic branding

e. Viral Marketing

12. 'Noise' in a model of communication refers to:

Select one:

a. Message encoding.

b. None of the options listed.

c. Anything that interferes with the effectiveness of the communication process.

d. Message decoding.

e. The channel medium.

13. While shopping with a good friend, you decide to buy a new pair of jeans; your friend helps you to decide which pair to buy. This interaction with your friend at the time of purchase is known as a:

Select one:

a. Mood situational influence.

b. Physical situational influence.

c. Time situational influence.

d. Social situational influence.

e. Motivational situational influence.

14. The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product, (2) __________, and (3) remind them later about the benefits they enjoyed by using the product.

Select one:

a. Persuade them to try it

b. Explain how to use the product

c. Inform customers of pricing changes

d. Lure customers away from competitors’ products

e. Inform customers of complementary offerings

15. Fifty percent or more Australian adults have not had their teeth checked by a dentist within the last five years. For these people, dental services would be classified as a:

Select one:

a. Shopping product.

b. Inconvenience product.

c. Unforeseen product

d. Unsought product.

e. Specialty product.

16. Which of the following products is an example of a low-involvement purchase?

Select one:

a. Buying a share in NetJets

b. A vacation to Europe

c. Mercedes-Benz automobile

d. Washing Powder

e. Buying a membership into a local country club

17. The concept of ____________________ refers to the space an offering occupies in consumers’ minds.

Select one:

a. Branding

b. Consumer-behaviour

c. Differentiation

d. Targeting

e. Positioning

18. The four unique characteristics of service products are:

Select one:

a. Transparency, inconsistency, inseparability and adoptability

b. Inseparability, transparency, inventory and consistency

c. Adoptability, intangibility, inseparability and inventory.

d. Inventory, inconsistency, inseparability and intangibility

e. Intangibility, inseparability, transparency, and consistency

19. Apple Macbooks are available from licensed retailers and distributors in Australia. Retailers are licensed based on reputation and service, adding value to the strong Apple brand. This approach to market coverage is known as:

Select one:

a. Selective distribution.

b. Intensive distribution.

c. Direct distribution.

d. Exclusive distribution.

e. Indirect distribution.

20. Discount stores are characterised by:

Select one:

a. High levels of customer service.

b. Both High Turnover and Low Margins.

c. High turnover.

d. Low margins.

e. All of the options listed.