Marketing Strategy Chapter 18 Practice Quiz
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- 1.Social marketing is a strategy for changing consumer behavior.
- A.
True
- B.
False
- 2.Breastfeeding promotion is an example of _____ marketing.
- A.
Commercial
- B.
Traditional
- C.
Social
- D.
Business
- 3.The term "product" can refer to a nutrition education program or service.
- A.
True
- B.
False
- 4.The situational analysis in marketing includes SWOT analysis, an acronym that stands for strengths, weaknesses, _____, and threats.
- A.
Options
- B.
Opportunities
- C.
Outcomes
- D.
Opinions
- 5.The purpose of marketing is to sell your product.
- A.
True
- B.
False
- 6.Which of the following is not one of the four universal elements of marketing referred to as the marketing mix?
- A.
Place
- B.
Product
- C.
Plan
- D.
Price
- 7.Which of the following is not a type of variable typically used for market segmentation?
- A.
Behavioristic
- B.
Demographic
- C.
Geographical
- D.
Social
- 8.External environment factors and social trends need to be examined when conducting a situational analysis.
- A.
True
- B.
False
- 9.A(n) _____ can serve as a communications bridge and a means for the researcher to find out how a population views an intervention or issue.
- A.
Secondary data review
- B.
Focus group
- C.
Internet survey
- D.
Mail survey
- 10.Advertising and promotion refer to the same thing.
- A.
True
- B.
False
- 11.Which of the following are examples of personal promotion aids?
- A.
Advertising, contests, and direct mailings
- B.
Business cards, networking, and news releases
- C.
Letters, trade shows, and press kits
- D.
Networking, public speaking, and writing
- 12.Market segmentation groups members of a target market into a more homogeneous subgroup.
- A.
True
- B.
False
- 13.The _____ is the primary, distinct customer group for your product or service.
- A.
Target market
- B.
Marketing plan
- C.
Market mix
- D.
Market segmentation
- 14.A data collection method that is oftentimes used to test new products, using the same people in several tests, is the
- A.
Consumer panel.
- B.
Focus group.
- C.
Internet survey.
- D.
Mail survey.
- 15.Which type of marketing is most appropriate when countermarketing is needed to offset the negative effects of a harmful practice?
- A.
Commercial
- B.
Social
- C.
Traditional
- D.
Business
- 16.The branding concept is a part of which P of the marketing mix?
- A.
Place
- B.
Price
- C.
Product
- D.
Promotion
- 17.Which statement about public service announcements is false?
- A.
They are usually an ineffective form of promotion.
- B.
They have the potential to reach a large audience.
- C.
They are generally brief in length and content.
- D.
They tend to be low cost, i.e., free.
- 18.The four P's are a part of the
- A.
Market segmentation.
- B.
Marketing strategy.
- C.
Situational analysis.
- D.
Competitive analysis.
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