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HSC PRACTICE QUESTIONS Marketing 3. The type of market segmentation illustrated in the diagram: (a) is effective when customers’ needs are diverse (b) is effective when customers’ needs are homogeneous (c) is effective when it is difficult to differentiate a good or service (d) is effective only for the marketing of food items. 4. Marketers are concerned with consumer behaviour because: (a) consumers always behave in a rational and predictable manner (b) the way consumers behave is easily controlled by marketing strategies (c) the way consumers behave is always unpredictable (d) the way consumers respond to a business’s marketing strategies has a large impact on the firm’s success. 5. The resellers market consists mainly of: (a) consumers (b) manufacturers (c) wholesalers and retailers (d) industrial users. 6. Market research can collect data: (a) only from primary sources (b) only from secondary sources (c) from both primary and secondary sources (d) any of the above. For more information about answering HSC examination questions, refer to Appendix 3 on page 567. Multiple choice questions For each question, choose the best alternative. 1. 2. Which of the following statements most completely defines the term ‘marketing’? (a) Marketing is the distribution of goods and services from the wholesaler to the retailer so that they are available when the customer wants them. (b) Marketing is a total system of interacting activities designed to plan, price, promote and distribute goods and services to present and potential customers. (c) Marketing includes all those activities involved in the production and promotion of goods and services to the end customer. (d) Marketing is any set of activities undertaken to produce and promote a range of goods and services to satisfy customers’ needs. Which of the following statements is true? (a) A business that supports socially responsible practices and individuals who act ethically will have a positive impact on society. (b) If a social responsibility issue is widely discussed within a business then the chances of reaching an acceptable solution are increased. (c) Marketing ethics and social responsibility work together. (d) All of the above. Question 3 refers to the following diagram. Marketing mix 1 Target market Segment 1 The business Marketing mix 2 Segment 2 Segment 3 Marketing mix 3 Question 7 refers to the following information. Techtronics Limited is a producer of computers and consumer electronics. Updating technology is the main business strategy at Techtronics with most employees having an engineering orientation. Management spends a great deal of time on design and manufacturing processes rather than on researching customers’ needs. 7. Which of the following statements is true? (a) Techtronics is practising the marketing approach. (b) Techtronics is not practising the marketing approach. (c) Techtronics is practising the selling approach. (d) Techtronics is not practising the production approach. HSC practice questions 335 8. 9. 10. Exclusive distribution is the form of distribution used primarily for: (a) convenience products that are bought frequently (b) infrequently bought products (c) products that have a high replacement value (d) both (b) and (c). Penetration pricing occurs when a business: (a) charges the lowest price possible so as to achieve a large market share (b) charges a high price to provide a certain image (c) charges a price above that of its competitors (d) is forced to charge a high price to cover the costs of distribution. A market niche: (a) is a broadly selected target market segment (b) involves a business directing its marketing efforts to two or more target market segments (c) is a narrowly selected target market segment (d) involves a business directing its marketing efforts to an international target market. (b) Should a marketer take into account any social consequences of a marketing campaign? Give reasons for your answer. (c) How would a marketing plan reflect a business’s socially responsible philosophy? 4. With reference to a business you have studied: (a) Describe the elements of the marketing mix. (b) Evaluate the effectiveness of the marketing mix in increasing market share. (c) Suggest changes to the marketing mix to improve market share. 5. (a) What is marketing? (b) Describe the main elements of the marketing plan. (c) Explain how developing a marketing plan helps in achieving the business’s goals. Extended response questions 1. You have recently been promoted to the position of marketing manager for Omega Computer Software Ltd. The business has been losing market share over the last few years. It has developed a number of excellent products, especially software designed to help businesses keep a more accurate record of stock. As a result, the board wants you to develop a marketing plan specifically for the computerised inventory software. As yet, no other software manufacturer has been able to develop a program as powerful as Omega’s. The software will be especially useful for medium- to large-sized businesses. Omega has a past reputation of designing excellent programs, with well trained backup staff. Its main problem has been in the positioning of its products and being able to utilise the correct promotional methods. The board wants the marketing plan to include a breakdown of the forecast expenditures and revenue for the first year. Short response questions 1. (a) What is marketing? (b) Explain why marketing needs to be an evolutionary process. (c) In your opinion, is marketing manipulative or informative? 2. 3. Managing the marketing effort correctly is essential for the long-term survival of the business. However, with approximately 70 per cent of all new products failing within the first two years, marketing plans are not always successful. With reference to a marketing process you have studied, answer the following. (a) Outline the strategies used by the business to monitor its marketing plan. (b) Describe the modifications the business has made to its marketing plan in response to changes within the marketing environment. (c) In your opinion, how successful has the business been in managing the marketing plan? (a) What is meant by the ‘social responsibility of marketing’? 336 Topic 3 Marketing 2. With reference to a business you have studied, analyse and evaluate the marketing strategies used for a product or service. 3. Azure Meanjin is the new owner of Lifestyle Gymnasium. Azure wants to increase the business’s market share by 10 per cent over the next twelve months. Outline what Azure needs to know about marketing. 4. ‘Through knowledge of consumer behaviour, marketers can learn to manipulate the consumer to buy their products.’ Critically evaluate this statement. 5. Recently you were elected to serve as promotional organiser for a touch football tournament. The tournament will match several well-known celebrity teams from New South Wales against the best local players. Tickets will sell for $30 per person and your goal is to attract a large number of supporters. All proceeds will be given to a local charity. As you develop a promotional plan, what segmentation variables would be most important? Outline the buying motives to which you would appeal. HSC practice questions 337