SECTION 1: Marketing Management
Option 1
1. An integrated system of organization of the enterprise´s activities, focused on meeting the needs of specific consumers and making a profit ...
2. Basic principles of marketing ...
a) emphasis on centralizing decisions
b) the unity and relationship of tactics and marketing strategy
c) control and audit of marketing activities
d) investigation of production possibilities
e) focus on the final and long-term result of activities
3. The type of marketing used in the absence of demand in the case of indifference of potential buyers to the product is ...
4. Collection of information on reference books and statistical literature. This is a research method ...
a) field
b) armchair
c) laboratory experiment
d) focus groups
e) is not marketing research
5. A part of the market, a group of consumers, goods or enterprises that have some common characteristics is ...
6. Concentrated marketing is used when ...
a) further market capture is limited
b) main segments are not saturated
c) the market is not competitive
d) further market penetration is required to attract new customers
e) market capture is not limited
7. Key success factors of the product at the implementation stage ...
a) the presence of a large number of outlets
b) customer feedback, advertising
c) consumer properties and product design
d) low ratio of advertising costs to sales of goods
e) targeting the mass market
8. Marketing solutions for prices ...
a) market segment selection
b) defining the role of price in relation to ways of making a profit
c) setting production costs
d) choice of pricing methods
e) use of final pricing methods
9. The level of the distribution channel is ...
a) quality of services provided by the manufacturer to its intermediaries
b) any intermediary who performs work3 to bring the goods closer to the final buyer
c) establishing and maintaining communication with potential customers
d) the place of delivery of the goods to the consumer
e) the number of resellers involved in moving the goods to the consumer
10. An advertising slogan is ...
a) the main argument of the advertising message
b) advertising slogan
c) any catchy ad element that draws attention to it
d) advertising address information
e) target segment
Option 2
1. Definitions of Marketing ...
a) activities aimed at meeting needs
b) state administration of production and trade
c) financial and economic potential of the enterprise
d) a market-oriented, customer-oriented management concept
e) a set of functions for organizing advertising campaigns
f) a set of actions for market research
2. The principles of marketing reflect the following "catchphrases"
a) "success or failure in business depends not only on ability, but also on the mindset"
b) "consumer is king"
c) "creating a product, create a consumer"
d) "advertising is the engine of commerce"
e) "the main thing is what the company thinks about its products"
3. The type of marketing that restores demand as a result of creative rethinking of the previously used marketing approach is ...
4. The internal marketing information system is designed to ...
a) providing current information about the activities of the enterprise
b) observing human behavior with instruments
c) fast observation results
d) collection and processing of information from sources located inside the investigated object
e) active participation of the observer in the process under study
5. Signs of segmentation of the consumer goods market ...
a) the scale of the client´s enterprise and its growth potential
b) consumer lifestyle
c) centralizing the buying process
d) Characteristics of the purchasing decision maker
e) reason for the purchase
6. Costs of Differentiated Marketing ...
a) decrease
b) are at a constant level
c) increasing
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