Test Questions

1.

The product life-cycle is an essential part of:

A.

After-sales service

B.

Planning future marketing activities

C.

Knowing when the firm will have to shut down

D.

Planning how long the product will last before it wears out

2.

Which of the following can be used as a means of extending a product life-cycle?

A.

Marketing to existing market segments

B.

Retaining the existing packaging and advertising

C.

Altering packaging and advertising

D.

Maintaining present pricing policies

3.

The Advertising Standards Authority:

A.

Regulates advertising on commercial television

B.

Is run by government

C.

Ensures adverts are honest and truthful

D.

Does not deal directly with consumer complaints

4.

Maturity in a product life-cycle is characterised by:

A.

Steadily growing sales

B.

Steadily falling sales

C.

Fierce advertising with competitors

D.

High and stable sales

5.

Direct marketing methods used by a producer will include:

A.

Selling direct to retailers

B.

Placing mail order adverts in magazines

C.

Using persuasive TV advertising

D.

Employing agents to sell products direct to consumers

6.

Which advertising media will best suit producers aiming their products at niche markets?

A.

Specialist magazines

B.

Sky Movie Channel

C.

The Daily Mirror newspaper

D.

Posters near to point of sale

Questions 7 – 9 share the following answer options:

To help in sales forecasting, consumers can be segmented using the following methods:

A.

Age

B.

Lifestyle

C.

Social class

D.

Geographical region

Which method would be most useful in the following situations?

7.

When it is considered necessary to group customers according to their values and attitudes

8.

When the types of occupations people have is important

9.

When a product is to be targeted at young people

10.

Which of the following methods would you use to promote the launch of a new product to a mass audience?

A.

Sales leaflets

B.

Placing an advert in a popular daily newspaper

C.

A TV advert

D.

Direct mail

Questions 11 – 13 share the following answer options:

A.

Lobbying members of parliament

B.

Adverts in local newspapers

C.

Competitions requiring collection of 5 proofs of product purchase

D.

Sponsoring a school festival

Which of the above methods would you recommend to the following organisations?

11.

A firm wishing to improve community relations

12.

Animal rights campaigners wanting an end to blood sports

13.

A firm wanting to create product loyalty

14.

Answer the following questions:

• A new disco is about to open in your local town centre.

• What is the likely target audience of the disco?

• Recommend three ways the owners could promote their disco to their target audience. An existing disco nearby has been open for 10 years and is now experiencing a fall in entrance numbers.

• What does this suggest about the stage in the product life-cycle of the existing disco?

• Recommend two promotional methods the existing disco might use to extend their product life-cycle.

15.

Answer the following questions:

• Suggest two ways in which a car manufacturer might segment their market into different target audiences.

• Recommend two advertising media that could be used effectively to promote the product range of the car maker. Give reasons for your choice.

• Suggest three ways in which the car maker could judge whether these methods have been successful.

• What is the Advertising Standards Association? Explain how the ASA can influence the marketing communications used by the car maker.

16.

A local pressure group wants to mount a campaign against the building of a local by-pass through nearby open land. Advise them on cost-effective promotional methods they might use in their campaign.