International Business

Chapter 11: Marketing and Promotion

Practice Tests

1.
Name three major types of markets pertaining to the world of business?
A)consumer, farmer's, and grocery
B)consumer, organizational, and governmental
C)consumer, buyers, and sellers
D)farmer's, buyers, and consumers
2.
What is market segmentation?
A)the process of discovering your target market
B)determining age and generational segmentation to sell a product
C)the process of analyzing and classifying customers in a market to create a smaller, more precise market
D)none of the above
3.
What are the two main demographics used by marketers when studying the wants and needs of the consumer?
A)age and gender
B)experience and income
C)age and taste level
D)all of the above
4.
Psychographics are studies of consumers based on
A)attitudes.
B)interests.
C)opinions.
D)all of the above.
5.
Product differentiation is an advertising approach whereby a company suggests
A)its product is different or better than its competitors.
B)its product is the same as its competitors.
C)its product really works.
D)none of the above.
6.
Soccer moms and those who enjoy extreme sports are representative of market segmentation done by
A)geographic regions.
B)psychographics.
C)income.
D)age.
7.
Which of the following is not a component of the promotional mix?
A)personal selling
B)financing the purchase
C)advertising
D)income
8.
There are many types of appeals that advertisers use to draw attention to their product. These include
A)fear.
B)romance.
C)emotion.
D)all of the above.
9.
A thank-you letter represents which of the seven steps in any personal selling situation?
A)determining needs
B)overcoming objections
C)following up
D)none of the above
10.
The prize in a cereal box is a good example of a consumer promotion called a
A)premium.
B)bonus pack.
C)rebate.
D)freebie.
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