Marketing

Table of Contents

1. Topic pack - Marketing - introduction
2. 4.1 The role of marketing - notes
3. 4.1 The role of marketing - questions
4. 4.2 Marketing Planning - notes
5. 4.2 Marketing planning - questions
   1. Market research - self-test
   2. Marketing plans - self-test
   3. Marketing objectives & strategy - self-test
   4. The marketing mix - case study
   5. Marketing plan - case study
   6. Marketing objectives and market share
   7. The role of market research
   8. Primary and secondary research - short answer questions
   9. Questionnaires - short answer questions
   10. Market segmentation - short answer questions
   11. Sales forecasting - short answer questions
   12. Sales forecasting - case study
   13. Forecasting techniques - short answer questions
   14. Forecasting techniques - numerical questions
   15. Cyclical variation - numerical question
   16. Marketing strategies - short answer questions
   17. Marketing strategies - case study
   18. Marketing strategies - case study (2)
   19. The Business of Ageing
   20. The online music revolution
   21. Marketing and ethics
   22. Make it green and keep them keen
   23. 'Green' Gifts
   24. Changing times
   25. TryIT - Marketing Maze Green Yachts
6. 4.3 Product introduction - notes
7. 4.3 Product - questions
8. 4.3 Product - simulations and activities
9. 4.4 Price - notes
10. 4.4 Price - questions
11. 4.4 Price - simulations and activities
12. 4.4 Promotion - notes
13. 4.5 Promotion - questions
14. 4.6 Place (distribution) - notes
15. 4.7 International marketing - notes
16. 4.7 International marketing - questions
17. 4.8 E-commerce - notes
18. 4.8 E-commerce - questions
19. Printable version

Marketing objectives & strategy - self-test

1

Marketing objectives Marketing objectives are best defined as: a) A range of targets that the marketing department of a business aims to achieve b) The marketing objectives of a business that fit within the overall corporate objectives of a business c) The short term marketing goals of a business d) The strategic goals of a business Yes, that's correct. Well done. A firm's marketing objectives are its marketing goals that have to fit within the overall corporate objectives of the business.No, that's not right. The correct answer is B. A firm's marketing objectives are its marketing goals that have to fit within the overall corporate objectives of the business. A is specific to the marketing department only and does not specify a period of time. C are the tactical (short term) objectives of the business and D refer to the long term (strategic goals) of a business that would include within them the specific marketing objectives.Your answer has been saved.

2

Marketing objectives Which of the following would NOT be part of a firm's marketing objectives? a) The position (segment(s)) of the market within which the business operates b) The product range the company currently produces c) The survival plan of the business d) The main regions of the country in which the products are bought Yes, that's correct. Well done. This is a characteristic of the market in which the business operates and is therefore NOT part of the firm's marketing objectives.No, that's not right. The correct answer is D, as this is a characteristic of the market in which the business operates. All of the others would normally form part of the marketing objectives of a business.Your answer has been saved.

3

Product differentiation A business normally aims to differentiate its products as this: a) Allows for easier distribution of the products b) Makes the task of allocating costs easier c) Allows customers to see the value that is within the product we are selling d) Allows the government to collect tax from consumers Yes, that's correct. Well done. This is a major determinant of a successful product. We, the consumers have to attach a value, with which we are satisfied and then we purchase the product.No, that's not right. The correct answer is C as this is a major determinant of a successful product. We, the consumers have to attach a value, with which we are satisfied and then we purchase the product. A is not part of product differentiation. B is referring to accounting and is therefore separate from product differentiation. D is also not a reason for product differentiation. Firms do not do things for the convenience of the government!Your answer has been saved.

4

Niche product Which of the following would feature as one of the ways in which a niche product could be established? a) Targeting markets that have been ignored by larger firms b) Trying to use TV based advertising as the main way of informing potential customers c) Getting the product 'endorsed' by a celebrity d) Selling the product to a mass audience Yes, that's correct. Well done. This is part of the conventional way in which a niche product is launched and hopes to become a major feature of part of a market.No, that's not right. The correct answer is A as this is part of the conventional way in which a niche product is launched and hopes to become a major feature of part of a market. B might be used to tell the potential buyers that the product exists but as it is costly it might feature once the product has established a reasonable market share. C is a marketing trick and not normally used in the early stages of a niche products life cycle or even at all for niche products because of the cost. D is the very opposite of a niche product.Your answer has been saved.