1. Which of the following is NOT typically considered one of the '4 Ps′ of the marketing mix?
A. Product
B. Price
C. Process
D. Promotion
2. What is 'positioning′ in marketing?
A. The physical location of a store.
B. Creating a clear and distinctive place in the consumer′s mind for your product relative to competing products.
C. The process of setting the price for a product.
D. The distribution channels used to sell a product.
3. In marketing analytics, 'attribution modeling′ aims to:
A. Predict future market trends.
B. Allocate credit for conversions to different touchpoints in the customer journey.
C. Optimize website loading speed.
D. Identify the most profitable customer segments.
4. What is 'guerrilla marketing′ best described as?
A. A marketing strategy focused on high-budget, mass media campaigns.
B. An unconventional marketing strategy that relies on surprise and unconventional interactions.
C. A traditional marketing strategy using print and television advertisements.
D. A digital marketing strategy focused solely on social media advertising.
5. In digital advertising, what does 'CPC′ stand for?
A. Cost Per Conversion
B. Customer Purchase Cycle
C. Click Per Campaign
D. Cost Per Click
6. What is 'brand equity′ in marketing?
A. The financial value of all marketing assets.
B. The total number of customers a brand has.
C. The added value to a product or service due to its brand name.
D. The legal rights associated with a brand′s logo and name.
7. Which of these is an example of 'pull′ marketing strategy?
A. Offering discounts to retailers to stock more products.
B. Advertising directly to consumers to create demand.
C. Personal selling by sales representatives.
D. Sending promotional emails to business partners.
8. What is the 'product life cycle′ in marketing?
A. The duration a product is available in stores.
B. The stages a product goes through from introduction to decline in the market.
C. The warranty period of a product.
D. The time it takes to manufacture a product.
9. What is 'AIDA′ in marketing communication?
A. A method for analyzing market demographics.
B. A model describing the stages of customer engagement: Attention, Interest, Desire, Action.
C. A type of pricing strategy based on competitor analysis.
D. A software used for managing customer data.
10. In marketing, what does 'lead generation′ refer to?
A. The final stage of the sales process.
B. The process of attracting and converting strangers and prospects into someone who has indicated interest in your company′s product or service.
C. Managing existing customer relationships.
D. Analyzing market trends.
11. Which of the following is an example of 'below-the-line′ promotion?
A. Television advertising
B. Sponsorships
C. Public relations
D. Direct mail
12. Which pricing strategy involves setting a high price for a new product to maximize revenue from early adopters?
A. Penetration pricing
B. Skimming pricing
C. Competitive pricing
D. Cost-plus pricing
13. Which of the following is a key component of a 'marketing plan′?
A. Company′s financial statements.
B. Detailed operational procedures for manufacturing.
C. Executive summary, situation analysis, marketing strategy, implementation, and control.
D. Employee handbook and HR policies.
14. What is 'social media marketing′?
A. Marketing that only uses paid advertisements.
B. Using social media platforms to connect with an audience to build a brand, increase sales, and drive website traffic.
C. Marketing that avoids online platforms.
D. Marketing that is solely focused on print media.
15. What does 'content marketing′ primarily focus on?
A. Directly selling products through advertisements.
B. Creating and distributing valuable, relevant, and consistent content to attract and retain a target audience.
C. Using aggressive sales tactics to close deals quickly.
D. Focusing solely on social media promotions.
16. What is 'viral marketing′?
A. Marketing that spreads very slowly.
B. Marketing messages that spread rapidly and widely from person to person, like a virus.
C. Marketing that is harmful to competitors.
D. Marketing that targets only a small, niche market.
17. What does 'IMC′ stand for in marketing?
A. International Marketing Campaign
B. Integrated Marketing Communications
C. Internet Marketing Channel
D. Innovative Marketing Concept
18. What does 'marketing ROI′ measure?
A. The number of marketing campaigns launched.
B. The efficiency of a marketing investment in terms of profit generated.
C. The total marketing budget spent.
D. The size of the marketing team.
19. Which of these marketing metrics is most directly related to customer loyalty and repeat purchases?
A. Click-through rate (CTR)
B. Customer Lifetime Value (CLTV)
C. Cost Per Acquisition (CPA)
D. Bounce rate
20. Which of the following is NOT a common type of market segmentation?
A. Geographic segmentation
B. Psychographic segmentation
C. Technological segmentation
D. Demographic segmentation
21. In marketing, what does 'USP′ primarily stand for?
A. Universal Selling Point
B. Unique Selling Proposition
C. Unified Service Protocol
D. User Satisfaction Percentage
22. Which of the following best describes 'customer relationship management′ (CRM)?
A. A software for managing social media accounts.
B. A strategy for managing a company’s interactions with current and potential customers.
C. A technique for conducting market research surveys.
D. A process for developing new product features.
23. What is 'public relations′ (PR) primarily concerned with in marketing?
A. Directly selling products to consumers.
B. Managing the spread of information between an individual or an organization and the public.
C. Setting prices for products and services.
D. Creating and distributing advertisements.
24. Which term describes the process of dividing a broad consumer or business market into sub-groups of consumers based on shared characteristics?
A. Market penetration
B. Market segmentation
C. Market diversification
D. Market consolidation
25. What is the 'marketing funnel′?
A. A tool for managing marketing budgets.
B. A visual representation of the customer journey from awareness to purchase.
C. A method for analyzing competitor strategies.
D. A system for tracking marketing campaign performance.
26. What is 'market penetration′ strategy?
A. Entering a new market with existing products.
B. Increasing sales of current products in current market segments without changing the product.
C. Developing new products for new markets.
D. Exiting a market segment.
27. In the context of digital marketing, what does 'SEO′ stand for?
A. Sales Executive Officer
B. Search Engine Optimization
C. Social Engagement Optimization
D. Strategic E-commerce Operations
28. Which of the following is NOT a stage in the traditional marketing funnel?
A. Awareness
B. Consideration
C. Retention
D. Transaction
29. What is the primary goal of 'marketing research′?
A. To increase sales volume immediately.
B. To understand the market and consumer behavior to make informed decisions.
C. To reduce advertising costs.
D. To create more promotional materials.
30. What is 'brand awareness′?
A. The total sales revenue of a brand.
B. The extent to which consumers are familiar with the distinctive qualities or image of a particular brand.
C. The legal protection of a brand name.
D. The market share of a brand.
