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Phạm Nguyên Chương
Marketing Basics & Strategy: MCQs for Market Environment & Segmentation
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UNIT 1: INTRODUCTION TO MARKETING Marketing Basics 1. Marketing is the activity and process of creating, communicating, delivering, and exchanging offerings that have ______ for customers. A. identity B. loyalty C. value D. connection 2. Advertising is a component of ______. A. communication B. branding C. promotion D. marketing 3. ______ is making your products and services known to people. A. Marketing B. Advertising C. Branding D. Public relations 4. Marketing is about preparing products and services for the ______. A. store B. market C. target D. buyer Marketing Eras 5. The ______ era was characterized by mass production and low costs. A. sales B. relationship C. production D. triple-bottom line 6. In the ______ era, companies believed that persuasive techniques would increase sales. A. relationship B. sales C. triple-bottom line D. advertising 7. The relationship era focuses on building ______ with customers. A. contracts B. prices C. relationships D. discounts 8. The triple-bottom line era considers social, environmental, and ______ impacts. A. political B. cultural C. economic D. physical Marketing Jobs 9. A ______ is responsible for the company’s visual outlook on both online and offline platforms. A. copywriter B. graphic designer C. PR officer D. digital marketer 10. A ______ creates the overall visual design and directs others who develop layouts. A. copywriter B. art director C. marketing coordinator D. account manager 11. A ______ writes clear, engaging content for ads and catalogs. A. graphic designer B. art director C. copywriter D. digital marketer 12. A digital marketing specialist works to maintain a brand’s ______ presence. A. physical B. offline C. international D. online 13. An ______ is responsible for managing and developing client accounts. A. account manager B. marketing coordinator C. PR officer D. market researcher 14. A marketing coordinator conducts market research and analyzes ______ data. A. design B. salary C. sales D. employee 15. A ______ handles the organization’s communication with media personnel. A. marketing assistant B. event planner C. marketing coordinator D. PR officer 16. A market research analyst studies data to identify sales opportunities and ______ methods. A. pricing B. delivery C. packaging D. marketing 17. An event planner is in charge of managing every aspect of an ______. A. ad B. office C. event D. idea Marketing Mix (4P–8P) 18. The marketing mix includes Product, Price, Place, and ______. A. Planning B. Promotion C. People D. Packaging 19. "People" in the 8Ps refers to how employees and ______ differ from others. A. competitors B. systems C. clients D. machines 20. "Physical evidence" shows how your ______ becomes tangible. A. service B. product C. price D. strategy UNIT 2: THE MARKET ENVIRONMENT General Concepts 1. The marketing environment includes factors that drive and influence an organization's ______ activities. A. accounting B. distribution C. marketing D. development 2. The marketing micro-environment includes both internal and ______ factors that marketers can control. A. governmental B. external C. uncontrollable D. surrounding Micro Environment 3. The micro environment includes consumers, suppliers, competitors, shareholders, and ______ intermediaries. A. design B. training C. marketing D. digital 4. In a business, the departments such as finance, HR, and R&D influence ______ decisions. A. technical B. employee C. marketing D. supply 5. Employees directly influence the company’s rate of ______. A. satisfaction B. promotion C. loyalty D. production 6. Consumer satisfaction can lead to repeat purchases and positive ______. A. media B. packaging C. word-of-mouth D. distribution 7. Understanding what competitors offer helps a company gain ______ advantage. A. brand B. technical C. cost D. competitive 8. Maintaining a good relationship with ______ is vital to ensure ethical standards and quality. A. retailers B. suppliers C. employees D. shareholders 9. Negative media attention can seriously ______ an organization. A. promote B. protect C. affect D. influence 10. Shareholders are part owners of a company and expect a return on their ______. A. sales B. investment C. service D. loyalty Macro Environment (PESTEL) 11. The macro-environment includes broad, external factors that marketers cannot ______. A. avoid B. predict C. control D. measure 12. The P in PESTEL stands for ______ factors. A. packaging B. physical C. political D. psychological 13. Economic factors include GDP, interest rates, and ______ rates. A. communication B. unemployment C. production D. climate 14. Social factors include attitudes, lifestyles, and ______ roles. A. gender B. product C. service D. pricing 15. Innovation and technological advances fall under the ______ factor in PESTEL. A. economic B. legal C. technological D. social 16. Climate change is an example of an ______ factor. A. environmental B. economic C. political D. legal 17. Labor laws and safety regulations fall under the ______ category in PESTEL. A. environmental B. technological C. social D. legal SWOT Analysis 18. SWOT analysis assesses both internal and ______ factors of a business. A. legal B. future C. external D. sales 19. SWOT helps businesses evaluate their competitive position and develop strategic ______. A. prices B. visuals C. planning D. logos Marketing Strategy & Plan 20. A marketing strategy is a company’s overall game plan to achieve its ______. A. vision B. goals C. products D. customers 21. A marketing plan outlines the specific ______ used to carry out the strategy. A. timelines B. messages C. steps D. people 22. The first step in AOSTC is to analyze the internal and external ______. A. departments B. sales C. environment D. service 23. Objectives in a marketing plan should be SMART, meaning specific, measurable, achievable, realistic, and ______. A. timed B. targeted C. trained D. tested 24. The “Control” phase in AOSTC ensures that companies can ______ their progress. A. guess B. monitor C. advertise D. ignore UNIT 3: THE MARKET SEGMENTATION General Concepts 1. Market segmentation is the process of identifying groups of buyers who share similar needs and purchasing ______. A. power B. time C. behavior D. appearance Types of Segmentation 2. ______ segmentation divides the market by age, gender, income, education, etc. A. Geographic B. Psychographic C. Behavioral D. Demographic 3. Psychographic segmentation uses psychological characteristics such as lifestyle, personality, and ______. A. occupation B. language C. opinions D. location 4. One challenge of psychographic segmentation is that these traits may easily ______. A. disappear B. change C. improve D. stop Common Market Segments 5. ______ are the first group to create something new and start a trend. A. Innovators B. Laggards C. Early majority D. Late majority 6. Early adopters identify trends early and like to be associated with the ______ of a trend. A. middle B. end C. start D. change 7. The early majority follow the trends set by the ______. A. laggards B. innovators C. early adopters D. marketers 8. The ______ are often the last group to buy a product and may never buy it at all. A. early majority B. laggards C. late majority D. innovators Maslow’s Hierarchy of Needs 9. Maslow’s hierarchy explains consumer behavior based on a hierarchy of ______. A. sales B. wants C. costs D. needs Consumer Life Cycle (CLC) 10. The consumer life cycle begins when a customer first becomes ______ of a brand or product. A. supportive B. aware C. active D. involved 11. During the acquisition stage, customers may visit a store or speak to a ______ to learn more. A. friend B. competitor C. salesperson D. reviewer 12. Conversion occurs when the customer finally makes a ______. A. refund B. complaint C. comparison D. purchase 13. Retention focuses on improving products and services based on customer ______. A. location B. reviews C. feedback D. lifestyle 14. During the loyalty stage, customers may write reviews and help create a new wave of ______. A. competitors B. awareness C. complaints D. customers Purchasing Behavior 15. Complex buying behavior occurs when the product is ______ and the customer researches deeply. A. popular B. cheap C. expensive D. easy 16. In dissonance-reducing buying behavior, customers worry they will make the ______ choice. A. same B. safe C. easy D. wrong 17. Habitual buying behavior occurs when customers make purchases with low involvement and little brand ______. A. confusion B. loyalty C. rejection D. spending 18. In variety-seeking behavior, customers often switch brands to seek ______. A. price B. quality C. variety D. safety Factors Influencing Consumer Behavior 19. Psychological factors include perception, learning, and ______. A. money B. activities C. attitudes D. group 20. Social factors include reference groups, family, and ______. A. status B. emotions C. geography D. income 21. Cultural factors include culture, social class, and ______. A. religion B. subculture C. demographics D. perception 22. Personal factors include income, age, and ______. A. beliefs B. emotion C. occupation D. advertising 23. Economic factors include personal and family income, as well as consumer ______. A. likes B. behavior C. credit D. values Principles of Persuasion 24. According to the reciprocity principle, when we receive something, we feel ______ to return the favor. A. reluctant B. motivated C. obligated D. confused 25. The consistency principle says we like to act in ways that are consistent with our past ______. A. ideas B. roles C. statements D. purchases 26. Social proof refers to our tendency to look to ______ when unsure how to behave. A. leaders B. experts C. others D. books 27. According to the authority principle, people tend to follow those with ______ or expertise. A. income B. training C. confidence D. titles 28. The scarcity principle says we value something more when it’s ______. A. expensive B. unavailable C. popular D. limited Customer Relationship Management (CRM) 29. CRM stands for Customer ______ Management. A. Relationship B. Result C. Reward D. Research 30. CRM systems collect data from many communication channels, including email, social media, and ______. A. banks B. phones C. suppliers D. catalogs One-to-One Marketing 31. One-to-one marketing aims to offer an individualized ______ with customers. A. journey B. experience C. discount D. promise 32. The two basic types of one-to-one marketing are personalization and ______. A. loyalty B. promotion C. customization D. branding 33. In personalization, the company learns each consumer’s preferences and adapts its ______ plan. A. business B. marketing C. financial D. logistics 34. In customization, the company allows the consumer to ______ the product. A. promote B. rate C. customize D. test CRM Technology 35. Front-office systems gather client information and store it in a back-office ______. A. folder B. database C. inbox D. cloud 36. Marketing departments use software tools to mine customer data for ______ efforts. A. promotional B. pricing C. recruitment D. loyalty Privacy 37. A company should have a ______ policy to protect customer information. A. refund B. credit C. privacy D. returns 38. Customers want their purchases to remain ______. A. affordable B. private C. discounted D. broken UNIT 4: NEW PRODUCT DEVELOPMENT Workflow and Team Roles 1. Companies must organize their ______ efficiently to beat competitors. A. staff B. ads C. workflow D. stock 2. The time a product spends in development before launch is called "time to ______". A. sale B. build C. market D. launch 3. A project team includes all the people ______ for the project in a company. A. hired B. planning C. responsible D. applying 4. The person with the highest level of responsibility in a project is the project ______. A. officer B. planner C. assistant D. leader Project Planning 5. Key activities are the main ______ to be executed in a project. A. products B. tasks C. files D. markets 6. Managing risk involves identifying and ______ threats. A. using B. ignoring C. controlling D. investing in 7. Allocating resources means assigning and managing company ______ effectively. A. money B. assets C. goals D. leaders 8. Prioritization decisions determine which things must be done ______. A. slowly B. last C. first D. again 9. An action plan is a document listing steps to reach a specific ______. A. number B. customer C. goal D. person Product Design Tools 10. A mock-up is an early ______ of a product, often a drawing or basic model. A. logo B. type C. review D. version 11. A sketch is a quick drawing that lacks many ______. A. colors B. formats C. sizes D. details 12. A prototype is a first working model used to test ______. A. size B. popularity C. functionality D. marketing 13. CAD stands for Computer-Aided ______. A. Drawing B. Design C. Display D. Data 14. Product modeling uses software to create a 3D ______ of a product. A. packaging B. test C. structure D. ad 15. A 3D presentation creates an interactive ______ with volume. A. survey B. environment C. slogan D. factory Testing & Launch 16. Product flaws are errors or ______ in products. A. logos B. damages C. reviews D. materials 17. The ______ test is done by employees before launch to find bugs. A. alpha B. trial C. beta D. mock 18. In the beta test, the product is tested in a realistic environment by ______. A. developers B. investors C. customers D. salespeople 19. Test marketing explores consumer ______ to a product before full release. A. memory B. demand C. response D. price 20. To fine-tune something means to make small ______ for better performance. A. ads B. changes C. orders D. products 21. Commercialization refers to the ______ of introducing a product to the market. A. issue B. launch C. success D. failure 22. The product may be launched simultaneously or using a step-by-step market ______. A. plan B. rollout C. increase D. test 23. The launch date refers to the first commercial ______. A. ad B. sale C. test D. sample Product Line & Strategy 24. Product planning helps define features and guides decisions about price, promotion, and ______. A. delivery B. location C. distribution D. branding 25. A product line is a firm's total product offering to a group of target ______. A. markets B. workers C. managers D. buyers 26. A full-line strategy targets many customer segments to boost ______ potential. A. job B. design C. sale D. loyalty 27. A limited-line strategy improves a firm’s ______ with fewer product variations. A. cost B. delivery C. advertising D. image 28. A downward line stretch adds products at the ______ end of the market. A. new B. upper C. middle D. lower 29. A two-way stretch adds items at both the upper and ______ ends. A. outside B. main C. lower D. seasonal 30. A filling-out strategy adds new sizes or ______ to the current line. A. styles B. teams C. suppliers D. customers 31. When a new product reduces sales of an existing one, it's called ______. A. market loss B. failure C. cannibalization D. testing Product Types 32. A product mix includes all the product lines that a firm ______. A. imports B. offers C. copies D. sells abroad 33. B2C products are meant for ______ use. A. industrial B. private C. commercial D. personal 34. ______ products are frequently purchased with little effort. A. Shopping B. Unsought C. Convenience D. Specialty 35. ______ products are bought after comparison of attributes such as quality and price. A. Shopping B. Fast-moving C. Specialty D. Regular 36. Unsought products often require ______ promotion to generate interest. A. silent B. viral C. direct D. printed Business & Consumer Goods 37. B2B products help companies create products or run their ______. A. ads B. brands C. business D. websites 38. Raw materials are the inputs a company needs for its ______ process. A. research B. design C. marketing D. manufacturing 39. Perishable goods must be consumed ______ due to a short shelf life. A. locally B. slowly C. quickly D. online 40. Durable goods last for a long time and cannot be easily ______. A. marketed B. used up C. found D. distributed 41. Green products are not harmful to the ______. A. company B. customer C. environment D. brand 42. Generic products are sold without a ______ name. A. supplier B. label C. logo D. brand Types of Services 43. A service is an intangible product provided by a company or an ______. A. expert B. individual C. machine D. employee 44. Financial services include banking and ______. A. law B. entertainment C. real estate D. IT 45. Hairdressing is a service provided by salons and ______. A. hospitals B. factories C. small shops D. stylists Product Portfolio (BCG Matrix) 46. Star products have high market share and high market ______. A. price B. value C. growth D. demand 47. Cash cows generate stable income in markets with ______ growth. A. low B. medium C. unstable D. seasonal 48. Products with low share and low growth are referred to as ______. A. leaders B. dogs C. cows D. problems 49. Question marks are in high growth markets but have low ______. A. price B. share C. revenue D. value Product Life Cycle 50. The first stage is the introduction stage, where the goal is to attract ______ buyers. A. repeat B. first-time C. confused D. brand-loyal 51. The growth stage is when sales and ______ peak. A. design B. ideas C. profits D. teams 52. In the maturity stage, sales level off and competition becomes more ______. A. personal B. intense C. early D. common 53. In the decline stage, sales drop as customer needs ______. A. change B. increase C. return D. reset 54. A company may reduce marketing costs or ______ the product if it’s unprofitable. A. export B. renew C. drop D. upgrade UNIT 5: BRANDING & PACKAGING Logos and Trademarks 1. A logo is a symbol made up of text and images that identifies a ______. A. campaign B. product C. business D. platform 2. A descriptive logo includes visual elements that show what type of ______ the brand is marketing. A. idea B. industry C. product D. technology 3. An ______ logo is a symbolic representation of feelings or concepts. A. animated B. abstract C. active D. actual 4. A typographic logo is based primarily on ______. A. slogans B. images C. text D. motion 5. A trademark is a legal term for a brand name, brand mark, or trade ______. A. route B. history C. character D. category 6. The ® symbol means the trademark is ______. A. shared B. protected C. registered D. expired 7. The ™ symbol indicates that the trademark is unregistered or ______. A. forgotten B. owned C. rejected D. pending Branding Types 8. Branding helps customers connect with a product’s ______. A. function B. identity C. review D. label 9. Individual branding is useful when trying to communicate clearly what to ______ from a product. A. buy B. expect C. sell D. return 10. Family branding uses a well-known company name to reach new ______. A. employees B. designers C. customers D. suppliers 11. National brands are marketed by the same vendor and sold ______. A. locally B. online only C. nationally D. privately 12. Store brands are unique to a particular ______. A. website B. country C. store D. influencer 13. Generic branding involves selling products with very basic packaging and no ______. A. price B. promotion C. brand name D. instruction Brand Partnerships 14. Licensing allows one company to use another's brand for a set ______ and purpose. A. slogan B. period C. ad D. shape 15. Co-branding is when two brands work together on a ______ product. A. high-end B. sponsored C. celebrity D. joint Packaging Types 16. A package protects the product and makes it easy to ______ and store. A. use B. handle C. display D. advertise 17. Chewing gum wrappers may use aluminum foil and be wrapped in ______. A. plastic B. paper C. cellophane D. wax 18. A tube may have a screw-top lid or a ______ lid. A. sticker B. sealed C. push D. flip-top 19. A plastic bottle is usually used to contain ______ and is made of clear plastic. A. milk B. water C. chemicals D. soup 20. A carton box is made of coated or waxed ______. A. plastic B. paper C. foil D. metal 21. A wine or glass bottle is sealed with a ______. A. cap B. sticker C. cork D. foil 22. Yogurt pots typically have peel-back lids made of plastic and ______. A. paper B. wood C. foil D. wax 23. Child-resistant packaging is used for medicines and dangerous ______. A. devices B. toys C. food D. substances 24. Drink cans are made of aluminum and may have branded ______. A. pull tabs B. boxes C. wrappers D. tops 25. Cereal boxes are eco-friendly and made of recyclable ______. A. foil B. card C. plastic D. fabric 26. Nozzles are made of aluminum and used for aerosol cans and ______ sprays. A. perfume B. fire C. trigger D. pesticide 27. Trigger spray bottles are made of plastic and used for ______. A. water B. cleaning spray C. ketchup D. milk 28. A blister pack contains pills with card and ______ backing. A. plastic B. paper C. rubber D. foil UNIT 6: PRICE Pricing Concepts 1. Price is the amount the customer must ______ to receive a product. A. view B. exchange C. request D. spend 2. Before money existed, people used to exchange goods or services through ______. A. gifting B. auctions C. bartering D. pricing 3. A new form of value exchange today is ______ currency like Bitcoin. A. mobile B. credit C. paper D. digital Cost-Based Pricing 4. Cost-based strategies are easy to calculate and considered low ______. A. demand B. profit C. risk D. appeal 5. Cost-plus pricing involves adding a ______ to the total cost of the product. A. logo B. service C. markup D. refund 6. In keystoning, retailers double or triple the product’s ______. A. demand B. price C. cost D. discount Demand-Based Pricing 7. Demand-based pricing varies prices in different markets based on customer ______. A. awareness B. emotion C. quantity D. demand 8. Target costing starts with identifying the price customers are willing to ______. A. ask B. pay C. borrow D. receive 9. Yield management pricing is used in industries like airlines and ______. A. hotels B. agriculture C. groceries D. banking Competition-Based Pricing 10. Pricing near or below competitors is a ______-based strategy. A. cost B. competition C. demand D. quality 11. Price leadership allows companies to set prices that other firms in the industry may ______. A. ignore B. copy C. guess D. promote Customer-Based Pricing 12. EDLP stands for Everyday ______ Pricing. A. Limited B. Local C. Low D. Last 13. High/low pricing includes frequent ______ on selected products. A. promotions B. stocks C. delays D. changes New Product Pricing Strategies 14. Skimming pricing means setting a ______ price at launch to gain early profits. A. low B. fixed C. premium D. flexible 15. Penetration pricing sets a very ______ price to gain market share quickly. A. low B. high C. even D. unique 16. Trial pricing offers a product at a lower price for a limited ______. A. store B. region C. time D. purpose Price Segmentation 17. Price segmentation means charging different prices to different market ______. A. ads B. levels C. sizes D. segments 18. Peak load pricing increases prices during periods of high ______. A. cost B. demand C. loss D. advertising 19. Surge pricing raises prices as demand goes ______. A. up B. down C. sideways D. unnoticed 20. Bottom of the Pyramid pricing targets consumers with the ______ income. A. highest B. average C. lowest D. business Pricing for Individual Products 21. Two-part pricing requires two separate ______ to purchase a product. A. forms B. payments C. discounts D. strategies 22. Payment pricing breaks the total cost into smaller amounts paid over ______. A. time B. customers C. products D. locations 23. Decoy pricing uses the psychology of comparison to highlight one product over ______. A. people B. suppliers C. others D. competitors Pricing for Multiple Products 24. Price bundling sells multiple items as a package at one ______ price. A. random B. reduced C. global D. fixed 25. Captive pricing involves pricing two items that must be used ______. A. differently B. together C. rarely D. once Economy & Distribution Pricing 26. Economy pricing keeps prices low by minimizing production and ______ costs. A. development B. marketing C. design D. selling 27. F.O.B. delivered pricing means the seller covers shipping and adds it to the ______ price. A. final B. fixed C. local D. average 28. In F.O.B. factory pricing, the customer pays for ______ from the factory. A. production B. quality C. transportation D. packaging 29. Uniform delivered pricing charges the same shipping cost to all ______. A. companies B. clients C. locations D. wholesalers 30. In freight absorption pricing, the shipping cost is too small to significantly affect the ______. A. service B. sales C. design D. price Discounts 31. A trade discount is given to members of the distribution ______. A. chain B. store C. media D. staff 32. Quantity discounts are given for buying large ______ of a product. A. prices B. types C. quantities D. designs 33. A cash discount encourages fast ______ of the bill. A. return B. writing C. payment D. ordering 34. Seasonal discounts are offered only during certain times of the ______. A. month B. product C. week D. year Internet Pricing 35. Online auctions allow customers to buy through competitive ______. A. discounts B. pricing C. bidding D. marketing 36. A freemium offers a basic version free, while charging for ______ features. A. older B. upgraded C. fewer D. fewer Psychological Pricing 37. Odd-even pricing increases sales by using prices ending in ______. A. 00 B. 95 C. 99 D. 01 38. The contrast effect happens when a big gap between prices causes customers to choose the ______ option. A. average B. first C. cheaper D. more expensive 39. Prestige pricing maintains high prices to create a ______ image. A. quality B. discounted C. limited D. luxury Legal & Ethical Issues 40. Bait-and-switch is a deceptive practice where a store advertises a low-priced item but sells a more ______ one. A. defective B. similar C. expensive D. smaller 41. Loss-leader pricing sells products at a loss to attract ______. A. media B. suppliers C. competitors D. customers 42. Misleading merchandising gives consumers a false ______ about a product or offer. A. statement B. belief C. name D. impression 43. Price-fixing occurs when firms ______ to keep prices at a certain level. A. plan B. compete C. work together D. advertise 44. Predatory pricing sets prices extremely low to drive out ______. A. staff B. quality C. competitors D. resellers UNIT 7: LOGISTICS & THE DISTRIBUTION CHAIN
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