Q.1. Operational marketing is
A. The classic process that aims for a market share objective
with tactical actions (4 P)
B. The mix marketing
C. The process STP (segmentation, targeting and
positioning)
D. A and B
E. All these responses
Q.2. The actions of strategic marketing are:
A. To conduct an analysis of the opportunities and threats
that characterize the market
B. To define the strategic directions that will be implemented
on the market
C. To conduct the STP process (segmentation, targeting and
positioning)
D. All this responses
Q.3. The segmentation process consists to:
A. Cut the market into heterogeneous consumer groups
B. Divide the market into similar manufacturers groups
C. Check the existence for multiple segments
D. Choose one or more criterions to form homogeneous customers
groups
Q.4. Positioning in a market it means:
A. Choose the right customers target
B. Establish an emotional relationship between the product and
the consumer
C. Propose solutions to sell the product
D. Take a place in the mind of the consumer
Q.5. Companies which are on the same segment have
adopted:
A. The same positioning
B. The same targeting
C. Identical segmentation
D. All these answers
Q.6. Analysing market is:
A. Study, evaluate, and then understand the needs, behaviors
and expectations of targeted consumers
B. Understanding the market structure, its potential, its
evolution in volume and value over the past year in order to
identify future trends
C. The actions that aim absolutely to meet the needs of the
intended customers and give them an answer they expect
D. All these responses
Q.7. Companies must segment the market because:
A. Consumers are too numerous and very homogeneous
B. Consumers have different expectations and different ways of
buying
C. Consumers have the same habits and requirements
D. There is a low competition on this market
Q.8. By targeting, the companies aim to:
A. Segment all market on small groups segments
B. Satisfy all market by the same marketing policies
C. Reach only part of the population in the context of an
advertising campaign or commercial operation
D. All these responses
Q.9. Analysing market has as objectives to identify:
A. Opportunities offered on the environment.
B. Threats which are in the environment
C. The needs and expectations of the consumers
D. All these responses
Q.10. Undifferentiated marketing strategy allows to :
E. Target a specific segment with one product
F. Offer the same product to the entire market
G. Offer different products to a several market segments
H. Select product / market pairs
Part II: Answer by choosing: true or false. Underline your
choose (6 point)
Q.1. The positioning of any company is absolutely influenced
by the analysis of it internal capacities and it external
environment.
- True
- False
Q.2. In the perception of the public, marketing is just
advertising, promotion and sale under pressure
- True
- False
Q.3. Marketing is not used by the not profit enterprises and
institutions
- True
- False
Q.4. Analysing market allows limiting the risk of failure when
launching a product
- True
- False
Q.5. Customer orientation is not the important marketing
pillars
- True
- False
Q.6. One of the roles of marketing is just to design products
and services that satisfy the customers.
- True
- False
Q.7. Technological development and innovation context is the
unique raison which pushes companies to practice marketing.
- True
- False
Q.8. Marketing is not used by the companies which offer
services
- True
- False
Q.9. Marketing is an architect of the consumer society
(consumers are commercially exploited by sellers)
- True
- False
Q.10. Actually, the most important challenge of marketing is
that the consumers perceive fewer differences between brands and
products
- True
- False
Q.11. Studing market helps just the companies to Identify an
appropriate market segments
- True
- False
Q.12. By positioning, companies aim to identify an attractive
sub-market that is compatible with the objectives and capacities of
the company.
- True
- False