Read the most frequently asked 100 top Marketing interview questions and answers for freshers and experienced....
Marketing Interview Questions and Answers PDF Experienced Freshers
1. Why do you want to get into marketing?
Your reasons should relate both to the occupation and the particular company interviewing you. Your interests in any of the following could prove useful to mention: working to tight deadlines, working under pressure, meeting targets, getting the job done, selling, making deals, being competitive, presenting to others etc.
Don't feel you have to limit your answer to just the occupation alone. Give reasons why you find the particular firm attractive. It is often a good idea to broaden the scope of a question and turn it into more of a normal conversation.
Include any examples of selling from your university days. Did you effectively advertise the films at the film society, for example, or increase the membership, or attract many more volunteers, or sell lots of tickets for an event? etc.
2. Have you applied to any other areas apart from marketing?
If the answer is yes (and it is quite reasonable for it to be so!) then have a reason for your interest in the other areas. Some other occupations are obviously related, such as Sales, Market Research, Advertising, Promotional work, Public Relations etc.
Show that there are common skills between the other occupations and Marketing. Alternatively demonstrate that the attraction is different and perhaps of a lesser degree than Marketing. Show that the job in question attracts you the most and that there is no sense of you being inconsistent in your applications. The other companies you have applied to will interest your interviewer. Let them see that you have researched the field well. But make sure that they know they are the first choice. You do not want to put them off!
3. How well do you cope under pressure?
An inevitable question considering the occupation! You should give examples of situations in which you have coped. Obvious examples will come from your academic experience preparing work to deadlines etc. Try and mention experiences from areas outside university as well. Perhaps from vacation work experiences or other jobs you have had.
There are some people who actively thrive on having things constantly demanded of them. Are you one of these people? On the other hand, do you enjoy pressure at work while having a very contrasting quiet life away from work? Bear in mind that you must really answer in the affirmative as pressure comes with the territory of a career in Marketing.
4. Give me an example of how you convinced someone to do something that they were not too keen on doing.
Influencing the behavior and even attitudes of others is central to marketing work.
Consider situations in which your ideas were obviously better than others. Of particular relevance are occasions when you influenced someone's spending habits. For example, deciding on a holiday to undertake, or perhaps the purchase of an expensive item such as a car or a house. Equally, it could be that you convinced someone to do something which they initially had severe doubts about.
Talk about the methods you have used to convince someone as well as how persistent you needed to be. Are you better face-to-face or on the phone? Would you be as effective if you tried to do it in writing? Are some people easier to influence than others? Is so why is that the case? How could you apply this to your working life? Show that you enjoy influencing other people as well as being good at it.
5. How does the prospect of traveling a good deal grab you?
Very well is the easy answer, but you must do your research. Not all marketing jobs involve travel, although most do. Be certain about the requirements of the firm interviewing you. You probably wouldn't have applied to a job requiring travel unless you relished the prospect!
You should attempt to demonstrate any of the following in order to suggest that working away from home suits you:
* You have done it before, successfully.
* It is a challenge you are prepared to accept.
* You enjoy getting out and about and seeing pastures new.
* It will allow you to use your social skills with a wide range of clients.
* Being mobile adds an extra dimension to the work which you will enjoy.
6. Would you describe yourself as competitive?
The easy answer is yes. You must give plenty of examples. And from as many aspects of your life as possible. University experience certainly, but also include situations from your early life in order to demonstrate that competition is natural to you. Sporting activities are an obvious source here.
Show that you are competitive on your own as well as within a team situation. You should also suggest that you are successfully competitive. Failing in competition will not look very good.
Bring into your answer how other people see you. Do they regard you as a competitive person and if so is that a good or a bad thing? Are you the kind of person others look to when they are faced with a challenge?
7. What would be your first actions if we were to appoint you?
This is one of those hypothetical questions which many companies ask. It is very important for your answer to be both accurate and realistic. For example, if the company has a structured training scheme you could suggest that your first action would be to familiarise yourself with it and see if there was anything to do, before you start work, to prepare yourself for the training.
You might also consider meeting with all the key staff concerned with the product or service you will be marketing. The products /services themselves may also be new to you, so you may need to familiarize yourself with them when you first take up your position.
On the other hand you could want to discuss your first actions with your boss. A wise precaution for a new recruit. Your first action could therefore be to arrange to meet at his/her earliest convenience to discuss your first activities within the firm.
8. How would you market Great Britain?
Another hypothetical question. You need to consider the most marketable aspects of the "product" and concentrate on these. What marketing method would you use? Whose help would you seek? And what research into past marketing attempts could be helpful?
Be prepared to discuss the product in terms of making it profitable. Concentrate on the positive and declare who you would try and sell GB plc to. You could even consider whether it needs marketing. Perhaps it could sell itself with just a little help from you.
9. Which of our products/services most appeals to you and why?
You can afford to be brutally honest here, because the question is about which product/service you most like. It begs the question that you do actually know about the firm and indeed have a preference. For any marketing interview you must prepare in advance by familiarizing yourself with what the company does!
A successful product/service is worth concentrating on. This will allow you to identify its appeal and then describe how the marketing strategy has worked. An example might be Walker's crisps tasting nice, but through the marketing strategy attached to them they are now also perceived as funny and good fun. This is obviously important when one of their biggest markets is children.
10. What makes you think that a degree in will get you a job with us?
A bit of a challenging question. Although the simple response is that a degree alone will not get you the job. Your other skills, activities, experiences and interests should count just as much as the subject you have studied.
Focus on the constituent skills of your particular degree. For example, if you had studied Psychology you could describe in detail how any or all of the following skills would be of use to you in a Marketing situation:
* the understanding and analysis of human behavior and experience
* using scientific methods
* analyzing and solving problems
* numeracy skills.
* use of information technology
* communication skills both written and oral.
11. What do you realistically believe to be your earning potential?
You should avoid discussing your salary at interview - so conventional interview wisdom goes! In this context, however, the question may be about a rather different issue. Many marketing jobs have the potential for staff to earn bonuses or indeed be on a contract where their salary is only a proportion of their potential earnings.
This question also suggests the future. What are your earnings likely to be in the next five, ten, even fifteen years?
You should relate your earning potential to your ability to do the job. By arguing that you hope to take every opportunity that comes your way, work hard, put in the hours required and generally get stuck in you will show that you are keen to earn as much as possible.
12. Have you any questions?
The best questions to ask are those that you really would like to know the answer to, rather than those you can find in books on interview skills. If you research the company well enough, you will find a number of questions naturally arising that you wish to be answered.
You should, though, concentrate on questions that show your interest in, and motivation to do, the job itself, rather than the rewards it will bring. So, for example, you should ask about training and career progression in preference to pay and pensions! Other questions you could consider asking include:
* What do people enjoy most in working for the company?
* How many exhibitions does the company undertake each year
* How realistic are early promotion prospects if I am successful?
* What plans do you have for the future in terms of new markets/products?
* Do you run any competitions or sales incentives?
13. Which of the following information forms available to the marketing manager can usually be accessed more quickly and cheaply than other information sources?
* a) Marketing intelligence
* b) Marketing research
* c) Customer profiles
* d) Internal databases
Answer d
14. All of the following are considered as drawbacks of local marketing except:
* a) It can drive up manufacturing and marketing costs by reducing economies of scale.
* b) It can create logistical problems when the company tries to meet varied requirements.
* c) It can attract unwanted competition.
* d) It can dilute the brand's overall image.
Answer c
15. Cognitive dissonance occurs in which stage of the buyer decision-process model
* a) Need recognition
* b) Information search
* c) Evaluation of alternatives
* d) Post purchase behavior
Answer d
16. That the company that overlooks new and better ways to do things will eventually lose customers to another company that has found a better way
of serving customer needs is a major tenet of which of the below:
* a) Innovative marketing
* b) Consumer-oriented marketing
* c) Value marketing
* d) Sense-of-mission marketing
Answer a
17. The biggest or greatest amount of involvement in a foreign market comes through which of the following
* a) Exporting
* b) Joint venturing
* c) Licensing
* d) Direct investment
Answer d
18. A _is a good offered either free or at low cost as an incentive to buy a product.
* a) Patronage reward
* b) Spiff
* c) Price pack
* d) Premium
Answer d
19. Setting call objectives is done during which of the following stages of the selling process
* a) Prospecting
* b) Pre-approach
* c) Approach
* d) Handling objections
Answer b
20. Pricing to cover variable costs and some fixed costs, as in the case of some automobile distributorships that sell below total costs, is typical of which of the following pricing objectives?
* a) Current profit maximization
* b) Product quality leadership
* c) Market share leadership
* d) Survival
Answer d
21. In determining sales force size, when a company groups accounts into different size classes and then determines the number of salespeople needed to call on them the desired number of times, it is called the:
* a) Key-size approach
* b) Work-load approach
* c) Product-need approach
* d) Call-service approach
Answer b
22. are products bought by individuals and organizations for further processing or for use in conducting a business.
* a) Consumer products
* b) Services
* c) Industrial products
* d) Specialty products
Answer c
23. All of the following would be ways to segment within the category of psychographic segmentation except:
* a) Social class
* b) Occupation
* c) Lifestyle
* d) Personality
Answer b
24. The is a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others.
* a) Facilitator
* b) Referent actor
* c) Opinion leader
* d) Social role player
Answer c
25. describes changes in an individuals behavior arising from experience.
* a) Modeling
* b) Motivation
* c) Perception
* d) Learning
Answer d
26. Concerns that the manufacturers of harmful products such as tobacco have influence on lawmakers to the detriment of the public interest are used as evidence of, which criticism of marketing
* a) Too much advertising
* b) Too few social goods
* c) Cultural pollution
* d) Too much political power
Answer d
27. The Internet evolved from a network created by during the 1960s.
* a) The Commerce Department
* b) The Massachusetts Institute of Technology (MIT)
* c) Northwestern University
* d) The Defense Department
Answer d
28. In terms of execution styles, a family seated at the dinner table enjoying the advertised product would be an example of which of the following types of advertising
* a) Slice of life
* b) Lifestyle
* c) Mood or imagery
* d) Personality symbol
Answer a
29. A child in the United States is normally exposed to all of the following values except:
* a) Achievement and success
* b) Activity and involvement
* c) Material comfort
* d) Collectivism
Answer d
30. Sellers that handle their own exports are engaged in:
* a) Direct exporting
* b) Indirect exporting
* c) Licensing
* d) Contract manufacturing
Answer a
31. have contractual authority to sell a manufacturers entire output.
* a) Selling agents
* b) Rack jobbers
* c) Manufacturer's agents
* d) Purchasing agents
Answer a
32. More and more salespeople are being evaluated and compensated based on different measures than in the past. All of the following are illustrations of those measures except:
* a) Long-term customer satisfaction
* b) Competitive predatory pricing performance
* c) Full customer service
* d) Retention rates
Answer b
33. includes practices such as overstating the products features or performance, luring the customer to the store for a bargain that is out of stock, or running rigged contests.
* a) Deceptive promotion
* b) Deceptive packaging
* c) Deceptive pricing
* d) Deceptive cost structure
Answer a
34. The orange juice manufacturers know that orange juice is most often consumed in the mornings. However, they would like to change this and make
the drink acceptable during other times during the day. Which form of segmentation would they need to work with and establish strategy reflective of their desires?
* a) Gender segmentation
* b) Benefit segmentation
* c) Occasion segmentation
* d) Age and life-cycle segmentation
Answer c
35. The typical method of retail operation used by supermarkets and catalog showrooms is called:
* a) Self-service retailing
* b) Limited-service retailing
* c) Full-service retailing
* d) Service-merchandiser
Answer a
36. A (n) are computerized collections of information obtained from data sources within the company.
* a) Retrieval systems
* b) Marketing research reports
* c) Flow diagrams and PERT charts
* d) Internal databases
Answer d
37. The total number of items that the company carries within its product lines refers to the of the product mix.
* a) Width
* b) Depth
* c) Length
* d) Consistency
Answer c
38. The use of price points for reference to different levels of quality for a company is related products are typical, of which product-mix pricing strategy
* a) Optional-product pricing
* b) Captive-product pricing
* c) By-product pricing
* d) Product line pricing
Answer d
39. If a companys objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms.
* a) Advertising
* b) Personal selling
* c) Public relations
* d) Sales promotion
Answer a
40. Using a successful brand name to introduce additional items in a given product category under the same brand name (such as new flavors, forms, colors, added ingredients, or package sizes) is called a(n):
* a) Line extension
* b) Brand extension
* c) Multi-branding
* d) New brands
Answer a
41. Successful service companies focus their attention on both their customers and their employees. They understand , which links service firm profits with employee and customer satisfaction.
* a) Internal marketing
* b) service-profit chains
* c) Interactive marketing
* d) Service differentiation
Answer b
42. is quoted as saying that, "everyone lives by selling something."
* a) Bill Gates
* b) Robert Louis Stevenson
* c) Arthur Miller
* d) Henry Ford
Answer b
43. Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is called a(n):
* a) Idea
* b) Demand
* c) Product
* d) Service
Answer c
44. The type of sales presentation approach that requires good listening and problem-solving skills is the:
* a) Canned approach
* b) Formula approach
* c) Need-satisfaction approach
* d) Critical-thinking approach
Answer c
45. Yahoo, Info seeks, and Excite are all called:
* a) Browsers
* b) Web casters
* c) Search engines
* d) Software
Answer c
46. Successful depends on how well a company blends its people, organizational structure, decision and reward systems, and company culture into a cohesive program that supports its strategies.
* a) Marketing strategy
* b) Marketing control
* c) Marketing analysis
* d) Marketing implementation
Answer d
47. Wal-Mart owned Sams club is an example of a retail form called a(n):
* a) Factory outlet
* b) Super specialty store
* c) Seconds store
* d) Warehouse club
Answer d
48. is the general term for a buying and selling process that is supported by electronic means.
* a) Internet commerce
* b) Web commerce
* c) Computer commerce
* d) Electronic commerce
Answer d
49. When a company enters a new product category for which its current brand names are not appropriate, it will likely follow which of the following brand strategies?
* a) Product extensions
* b) Line extensions
* c) Brand extensions
* d) New brands
Answer d
50. ________________ consists of dividing a market into distinct groups of buyers; on the basis of needs, characteristics, or behavior, which might require separate products or marketing mixes
* a) Product differentiation
* b) Market segmentation
* c) Market targeting
* d) Market positioning
Answer b
51. are ads that appear while subscribers are surfing online services or Web sites, including banners, pop-up windows, "tickers," and "roadblocks"
* a) Online infomercials
* b) Online ads
* c) Online broadcasts
* d) Online bullets
Answer b
52. In terms of special product life cycles, a is a basic and distinctive mode of expression.
* a) Genre
* b) Style
* c) Fashion
* d) Fad
Answer b
53. is a principle of enlightened marketing that requires that a company seek real product and marketing improvements.
* a) Innovative marketing
* b) Consumer-oriented marketing
* c) Value marketing
* d) Sense-of-mission marketing
Answer a
54. Many U.S. firms have sought relief from foreign competition by demanding protectionism policies by the U.S. government. A better way for companies to compete is to expand into foreign markets and:
* a) Lower prices
* b) Increase promotion both at home and abroad
* c) Continuously improve their products at home
* d) Join into cartels at home
Answer c
55. It is a fact that there are 24 million left-handed people in the United States, however, most marketers do not attempt to appeal to or design products for this group because there is little in the way of census data about this group. Therefore, this group fails in one of the requirements for effective segmentation. Which of the following is most likely to apply in this case?
* a) Actionable
* b) Substantial
* c) Differentiable
* d) Measurable
Answer d
56. is the process of evaluating each market segments attractiveness and selecting one or more segments to enter.
* a) Mass marketing
* b) Market segmentation
* c) Market targeting
* d) Market positioning
Answer c
57. The fact that services are sold, produced, and consumed at the same time refers to which of the following service characteristics
* a) Intangibility
* b) Inseparability
* c) Variability
* d) Perishability
Answer b
58. factors are the most popular bases for segmenting customer groups.
* a) Geographic
* b) Demographic
* c) Psychographic
* d) Behavioral
Answer b
59. A manufacturer has four sponsorship options. A _________________ is a brand created and owned by a reseller of a product or service.
* a) Licensed brand
* b) Manufacturer's brand
* c) Private brand
* d) Co-brand
Answer c
60. When Michael Jordan and Tiger Woods use marketing to promote their careers and improve their impact and incomes, they are using:
* a) Cause-related marketing
* b) Idea marketing
* c) Nonprofit marketing
* d) Person marketing
Answer d
61. 3M runs a Pollution Prevention Pays program that has led to a substantial reduction in pollution and costs. This would be an example of responding to which of the following
* a) Nader's raiders
* b) The "green movement"
* c) Governmental regulation
* d) International competition
Answer b
62. When an international seller sells a plant, equipment, or technology to another country and agrees to take payment in the resulting products, it is called:
* a) Barter
* b) buy-back
* c) Counter purchase
* d) Like-value exchange
Answer b
63. The stage is the product life cycle that focuses on expanding market and creating product awareness and trial is the:
* a) Decline stage
* b) Introduction stage
* c) Growth stage
* d) Maturity stage
Answer b
64. Which of the following promotional budget methods wrongly views sales as the cause of promotion rather than as the result?
* a) Affordable method
* b) Percentage-of-Sales method
* c) Competitive-parity method
* d) Objective-and-task method
Answer b
65. If the field sales force has been supplied with new leads (via the telephone) that have been qualified, they have probably been assisted by:
* a) Master salespersons
* b) Sales assistants
* c) Technical support persons
* d) Telemarketers
Answer d
66. is setting the price steps between various products in a product line, based on cost differences between the products, customer evaluations of different features, and competitors prices
* a) Optional-product pricing
* b) Captive-product pricing
* c) Product line pricing
* d) By-product pricing
Answer c
67. Rolls Royce uses which of the following distribution formats in it.
* a) Intensive distribution
* b) Exclusive distribution
* c) Selective distribution
* d) Open distribution
Answer b
68. Drop shippers perform which of the following functions
* a) Assumes title and ships coal, lumber, or heavy equipment to a buyer
* b) Stocks the bread rack in a grocery store
* c) Maintains, owns, and stocks a CD display in a grocery store
* d) Sells jewelry out of a catalog
Answer a
69. A set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user is called a(n):
* a) Retailer
* b) Wholesaler
* c) Distribution channel
* d) Logistics
Answer c
70.beliefs and values are open to some degree of change.
* a) Crucial
* b) Core
* c) Primary
* d) Secondary
Answer d
71. According to Engels law, as income rises:
* a) The percentage spent on food rises.
* b) The percentage spent on housing increases.
* c) The percentage spent on other categories increases.
* d) The percentage spent on savings remains constant.
Answer c
72. The Wheeler-Lea Act gives the Federal Trade Commission the power to regulate:
* a) Interstate commerce
* b) Marketing ethics
* c) Unfair and deceptive acts or practices
* d) Competitive advertising of objective product benefits
Answer c
73. In evaluating messages for advertising, telling how the product is better than the competing brands aims at making the ad:
* a) Meaningful
* b) Distinctive
* c) Believable
* d) Remembered
Answer b
74. When an importing country sets limits on the amount of goods it will accept in certain product categories it is called a(n):
* a) Quota
* b) Barrier
* c) Tariff
* d) Embargo
Answer a
75. According to the price/quality strategy matrix, when a company overprices its product in relation to its quality it is considered to be using which type of strategy
* a) Good-value strategy
* b) Premium strategy
* c) Overcharging strategy
* d) Snob strategy
Answer c
76. is the practice of adopting policies and developing strategies that both sustain the environment and produce profits for the company.
* a) Environmentalism
* b) Environmental sustainability
* c) Consumerism
* d) Consumer accountability
Answer b
77. A is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.
* a) Push strategy
* b) Pull strategy
* c) Blocking strategy
* d) Integrated strategy
Answer a
78. Consumer goods with unique characteristics or brand identification often requiring a special purchase effort are called:
* a) Custom products
* b) Specialty products
* c) Convenience products
* d) Shopping products
Answer b
79. Even though buying roles in the family change constantly, the ___________ has traditionally been the main purchasing agent for the family.
* a) Wife
* b) Husband
* c) Teenage children
* d) Grandparent
Answer a
80. a(n) is a retail store that carries a narrow product line with a deep assortment within that line.
* a) Shopping goods store
* b) Convenience store
* c) Specialty store
* d) Department store
Answer c
81. The purpose of strategic planning is to find ways in which the company can best:
* a) Overcome losses.
* b) Use its strengths to take advantage of attractive opportunities in the environment.
* c) Avoid paying taxes.
* d) Avoid the expense of costly research and development while still getting the benefits.
Answer b
82. Which of the following is NOT one of the five stages of the buyer decision process?
* a) Need recognition
* b) Brand identification
* c) Information search
* d) Purchase decision
Answer b
83. A is a need that is sufficiently pressing to direct the person to seek satisfaction.
* a) Motive
* b) Want
* c) Demand
* d) Requirement
Answer a
84. If a firm were to bid to do a "turnkey" operation where they would choose a building site, designing a cement factory to build the plant, hire construction crews, assemble materials and equipment to run the new factory, and turn over the finished factory ready to operate to the owners, the firm would be using which of the following?
* a) Core process products selling
* b) Design products selling
* c) Reciprocal selling
* d) Systems selling
Answer d
85. According to the text, the most dramatic of the environments that affect marketing and appears to be now shaping our world is the ________________ environment.
* a) Natural
* b) Demographic
* c) Economic
* d) Technological
Answer d
86. The "in" suppliers are most likely to get nervous and feel pressure to put their best foot forward in which of the following types of buying situations
* a) Modified re-buy
* b) New task buying
* c) Straight, re-buy
* d) Indirect re-buy
Answer a
87. All of the following are ways that marketing plays a key role in the companys strategic planning except:
* a) Marketing provides a guiding philosophy.
* b) Marketing is the only discipline that can provide a formal structure for the planning effort.
* c) Marketing provides inputs to strategic planners by helping to identify attractive market opportunities.
* d) Within individual business units, marketing designs strategies for reaching the unit's objectives.
Answer b
88. Which of the following is foreign owned (even though it is traditionally thought of as a U.S. company)?
* a) IBM
* b) Xerox
* c) Kodak
* d) Universal Studios
Answer d
89. In an example discussed in your text, Johnson and Johnsons recall of their Tylenol product following the discovery that several bottles of Tylenol had been laced with cyanide is consistent with which business philosophy
* a) The marketing concept
* b) The product concept
* c) The selling concept
* d) The societal marketing concept
Answer d
90. _________________ is the step in the selling process in which the salesperson learns as much as possible about a prospective customer before making a sales call.
* a) Prospecting
* b) Pre-approach
* c) Approach
* d) Handling objections
Answer b
91. A companys compensation plan should reflect its overall marketing strategy. For example, if the overall strategy is to grow rapidly and gain market share, the compensation plan should reward:
* a) Loyalty and perseverance
* b) Spot selling and old product rejuvenation
* c) High sales performance and encourage capturing new accounts
* d) High pressure situations and competitive reaction
Answer c
92. Traditionally, companies have defined their businesses in product terms or in technological terms. However, mission statements should be all of the following except:
* a) Market oriented.
* b) A statement of religion
* c) Motivating
* d) Based on distinctive competencies
Answer b
93. A price reduction to buyers who buy in large volumes is called a(n):
* a) Quantity discount
* b) Cash discount
* c) Seasonal discount
* d) Trade discount
Answer a
94. R&D and engineering first produce the product concept into a physical product during which of the following stages of the new product development process.
* a) Concept development and testing
* b) Marketing strategy
* c) Business analysis
* d) Product development
Answer d
95. All of the following are criticisms leveled against marketing by critics except:
* a) Harming consumers through high prices
* b) Harming consumers through deceptive practices
* c) Harming consumers through high-pressure selling
* d) Harming consumers through too many product choices
Answer d
96. If Toyota describes one of its cars of the future as being "a moderately priced subcompact designed as a second family car to be used around town; the car is ideal for running errands and visiting friends," then the company has just stated a potential new product in terms of a(n):
* a) Product idea
* b) Product image
* c) Product concept
* d) Product feature
Answer c
97. The primary reason that many companies work to become the "low-cost producers" in their industry is because:
* a) They can generate more advertising.
* b) They can please top management.
* c) They can gain tax advantages.
* d) They can set lower prices that result in greater sales and profits.
Answer d
98. Conflicts between different levels of the same channel of distribution are referred to as:
* a) Horizontal conflicts
* b) Vertical conflicts
* c) Layer-based conflicts
* d) Parallel conflicts
Answer b
99. is a philosophy holding that a company s marketing should support the best long-run performance of the marketing system.
* a) Enlightened marketing
* b) Myopic marketing
* c) Fundamental marketing
* d) Conceptual marketing
Answer a
100. A company is practicing ________________ if it focuses on sub segments with distinctive traits that may seek a special combination of benefits.
* a) Micromarketing
* b) Niche marketing
* c) Mass marketing
* d) Segment marketing
Answer b
Marketing Interview Questions and Answers PDF Experienced Freshers
Your reasons should relate both to the occupation and the particular company interviewing you. Your interests in any of the following could prove useful to mention: working to tight deadlines, working under pressure, meeting targets, getting the job done, selling, making deals, being competitive, presenting to others etc.
Don't feel you have to limit your answer to just the occupation alone. Give reasons why you find the particular firm attractive. It is often a good idea to broaden the scope of a question and turn it into more of a normal conversation.
Include any examples of selling from your university days. Did you effectively advertise the films at the film society, for example, or increase the membership, or attract many more volunteers, or sell lots of tickets for an event? etc.
2. Have you applied to any other areas apart from marketing?
If the answer is yes (and it is quite reasonable for it to be so!) then have a reason for your interest in the other areas. Some other occupations are obviously related, such as Sales, Market Research, Advertising, Promotional work, Public Relations etc.
Show that there are common skills between the other occupations and Marketing. Alternatively demonstrate that the attraction is different and perhaps of a lesser degree than Marketing. Show that the job in question attracts you the most and that there is no sense of you being inconsistent in your applications. The other companies you have applied to will interest your interviewer. Let them see that you have researched the field well. But make sure that they know they are the first choice. You do not want to put them off!
3. How well do you cope under pressure?
An inevitable question considering the occupation! You should give examples of situations in which you have coped. Obvious examples will come from your academic experience preparing work to deadlines etc. Try and mention experiences from areas outside university as well. Perhaps from vacation work experiences or other jobs you have had.
There are some people who actively thrive on having things constantly demanded of them. Are you one of these people? On the other hand, do you enjoy pressure at work while having a very contrasting quiet life away from work? Bear in mind that you must really answer in the affirmative as pressure comes with the territory of a career in Marketing.
4. Give me an example of how you convinced someone to do something that they were not too keen on doing.
Influencing the behavior and even attitudes of others is central to marketing work.
Consider situations in which your ideas were obviously better than others. Of particular relevance are occasions when you influenced someone's spending habits. For example, deciding on a holiday to undertake, or perhaps the purchase of an expensive item such as a car or a house. Equally, it could be that you convinced someone to do something which they initially had severe doubts about.
Talk about the methods you have used to convince someone as well as how persistent you needed to be. Are you better face-to-face or on the phone? Would you be as effective if you tried to do it in writing? Are some people easier to influence than others? Is so why is that the case? How could you apply this to your working life? Show that you enjoy influencing other people as well as being good at it.
5. How does the prospect of traveling a good deal grab you?
Very well is the easy answer, but you must do your research. Not all marketing jobs involve travel, although most do. Be certain about the requirements of the firm interviewing you. You probably wouldn't have applied to a job requiring travel unless you relished the prospect!
You should attempt to demonstrate any of the following in order to suggest that working away from home suits you:
* You have done it before, successfully.
* It is a challenge you are prepared to accept.
* You enjoy getting out and about and seeing pastures new.
* It will allow you to use your social skills with a wide range of clients.
* Being mobile adds an extra dimension to the work which you will enjoy.
6. Would you describe yourself as competitive?
The easy answer is yes. You must give plenty of examples. And from as many aspects of your life as possible. University experience certainly, but also include situations from your early life in order to demonstrate that competition is natural to you. Sporting activities are an obvious source here.
Show that you are competitive on your own as well as within a team situation. You should also suggest that you are successfully competitive. Failing in competition will not look very good.
Bring into your answer how other people see you. Do they regard you as a competitive person and if so is that a good or a bad thing? Are you the kind of person others look to when they are faced with a challenge?
7. What would be your first actions if we were to appoint you?
This is one of those hypothetical questions which many companies ask. It is very important for your answer to be both accurate and realistic. For example, if the company has a structured training scheme you could suggest that your first action would be to familiarise yourself with it and see if there was anything to do, before you start work, to prepare yourself for the training.
You might also consider meeting with all the key staff concerned with the product or service you will be marketing. The products /services themselves may also be new to you, so you may need to familiarize yourself with them when you first take up your position.
On the other hand you could want to discuss your first actions with your boss. A wise precaution for a new recruit. Your first action could therefore be to arrange to meet at his/her earliest convenience to discuss your first activities within the firm.
8. How would you market Great Britain?
Another hypothetical question. You need to consider the most marketable aspects of the "product" and concentrate on these. What marketing method would you use? Whose help would you seek? And what research into past marketing attempts could be helpful?
Be prepared to discuss the product in terms of making it profitable. Concentrate on the positive and declare who you would try and sell GB plc to. You could even consider whether it needs marketing. Perhaps it could sell itself with just a little help from you.
9. Which of our products/services most appeals to you and why?
You can afford to be brutally honest here, because the question is about which product/service you most like. It begs the question that you do actually know about the firm and indeed have a preference. For any marketing interview you must prepare in advance by familiarizing yourself with what the company does!
A successful product/service is worth concentrating on. This will allow you to identify its appeal and then describe how the marketing strategy has worked. An example might be Walker's crisps tasting nice, but through the marketing strategy attached to them they are now also perceived as funny and good fun. This is obviously important when one of their biggest markets is children.
10. What makes you think that a degree in will get you a job with us?
A bit of a challenging question. Although the simple response is that a degree alone will not get you the job. Your other skills, activities, experiences and interests should count just as much as the subject you have studied.
Focus on the constituent skills of your particular degree. For example, if you had studied Psychology you could describe in detail how any or all of the following skills would be of use to you in a Marketing situation:
* the understanding and analysis of human behavior and experience
* using scientific methods
* analyzing and solving problems
* numeracy skills.
* use of information technology
* communication skills both written and oral.
11. What do you realistically believe to be your earning potential?
You should avoid discussing your salary at interview - so conventional interview wisdom goes! In this context, however, the question may be about a rather different issue. Many marketing jobs have the potential for staff to earn bonuses or indeed be on a contract where their salary is only a proportion of their potential earnings.
This question also suggests the future. What are your earnings likely to be in the next five, ten, even fifteen years?
You should relate your earning potential to your ability to do the job. By arguing that you hope to take every opportunity that comes your way, work hard, put in the hours required and generally get stuck in you will show that you are keen to earn as much as possible.
12. Have you any questions?
The best questions to ask are those that you really would like to know the answer to, rather than those you can find in books on interview skills. If you research the company well enough, you will find a number of questions naturally arising that you wish to be answered.
You should, though, concentrate on questions that show your interest in, and motivation to do, the job itself, rather than the rewards it will bring. So, for example, you should ask about training and career progression in preference to pay and pensions! Other questions you could consider asking include:
* What do people enjoy most in working for the company?
* How many exhibitions does the company undertake each year
* How realistic are early promotion prospects if I am successful?
* What plans do you have for the future in terms of new markets/products?
* Do you run any competitions or sales incentives?
13. Which of the following information forms available to the marketing manager can usually be accessed more quickly and cheaply than other information sources?
* a) Marketing intelligence
* b) Marketing research
* c) Customer profiles
* d) Internal databases
Answer d
14. All of the following are considered as drawbacks of local marketing except:
* a) It can drive up manufacturing and marketing costs by reducing economies of scale.
* b) It can create logistical problems when the company tries to meet varied requirements.
* c) It can attract unwanted competition.
* d) It can dilute the brand's overall image.
Answer c
15. Cognitive dissonance occurs in which stage of the buyer decision-process model
* a) Need recognition
* b) Information search
* c) Evaluation of alternatives
* d) Post purchase behavior
Answer d
16. That the company that overlooks new and better ways to do things will eventually lose customers to another company that has found a better way
of serving customer needs is a major tenet of which of the below:
* a) Innovative marketing
* b) Consumer-oriented marketing
* c) Value marketing
* d) Sense-of-mission marketing
Answer a
17. The biggest or greatest amount of involvement in a foreign market comes through which of the following
* a) Exporting
* b) Joint venturing
* c) Licensing
* d) Direct investment
Answer d
18. A _is a good offered either free or at low cost as an incentive to buy a product.
* a) Patronage reward
* b) Spiff
* c) Price pack
* d) Premium
Answer d
19. Setting call objectives is done during which of the following stages of the selling process
* a) Prospecting
* b) Pre-approach
* c) Approach
* d) Handling objections
Answer b
20. Pricing to cover variable costs and some fixed costs, as in the case of some automobile distributorships that sell below total costs, is typical of which of the following pricing objectives?
* a) Current profit maximization
* b) Product quality leadership
* c) Market share leadership
* d) Survival
Answer d
21. In determining sales force size, when a company groups accounts into different size classes and then determines the number of salespeople needed to call on them the desired number of times, it is called the:
* a) Key-size approach
* b) Work-load approach
* c) Product-need approach
* d) Call-service approach
Answer b
22. are products bought by individuals and organizations for further processing or for use in conducting a business.
* a) Consumer products
* b) Services
* c) Industrial products
* d) Specialty products
Answer c
23. All of the following would be ways to segment within the category of psychographic segmentation except:
* a) Social class
* b) Occupation
* c) Lifestyle
* d) Personality
Answer b
24. The is a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others.
* a) Facilitator
* b) Referent actor
* c) Opinion leader
* d) Social role player
Answer c
25. describes changes in an individuals behavior arising from experience.
* a) Modeling
* b) Motivation
* c) Perception
* d) Learning
Answer d
26. Concerns that the manufacturers of harmful products such as tobacco have influence on lawmakers to the detriment of the public interest are used as evidence of, which criticism of marketing
* a) Too much advertising
* b) Too few social goods
* c) Cultural pollution
* d) Too much political power
Answer d
27. The Internet evolved from a network created by during the 1960s.
* a) The Commerce Department
* b) The Massachusetts Institute of Technology (MIT)
* c) Northwestern University
* d) The Defense Department
Answer d
28. In terms of execution styles, a family seated at the dinner table enjoying the advertised product would be an example of which of the following types of advertising
* a) Slice of life
* b) Lifestyle
* c) Mood or imagery
* d) Personality symbol
Answer a
29. A child in the United States is normally exposed to all of the following values except:
* a) Achievement and success
* b) Activity and involvement
* c) Material comfort
* d) Collectivism
Answer d
30. Sellers that handle their own exports are engaged in:
* a) Direct exporting
* b) Indirect exporting
* c) Licensing
* d) Contract manufacturing
Answer a
31. have contractual authority to sell a manufacturers entire output.
* a) Selling agents
* b) Rack jobbers
* c) Manufacturer's agents
* d) Purchasing agents
Answer a
32. More and more salespeople are being evaluated and compensated based on different measures than in the past. All of the following are illustrations of those measures except:
* a) Long-term customer satisfaction
* b) Competitive predatory pricing performance
* c) Full customer service
* d) Retention rates
Answer b
33. includes practices such as overstating the products features or performance, luring the customer to the store for a bargain that is out of stock, or running rigged contests.
* a) Deceptive promotion
* b) Deceptive packaging
* c) Deceptive pricing
* d) Deceptive cost structure
Answer a
34. The orange juice manufacturers know that orange juice is most often consumed in the mornings. However, they would like to change this and make
the drink acceptable during other times during the day. Which form of segmentation would they need to work with and establish strategy reflective of their desires?
* a) Gender segmentation
* b) Benefit segmentation
* c) Occasion segmentation
* d) Age and life-cycle segmentation
Answer c
35. The typical method of retail operation used by supermarkets and catalog showrooms is called:
* a) Self-service retailing
* b) Limited-service retailing
* c) Full-service retailing
* d) Service-merchandiser
Answer a
36. A (n) are computerized collections of information obtained from data sources within the company.
* a) Retrieval systems
* b) Marketing research reports
* c) Flow diagrams and PERT charts
* d) Internal databases
Answer d
37. The total number of items that the company carries within its product lines refers to the of the product mix.
* a) Width
* b) Depth
* c) Length
* d) Consistency
Answer c
38. The use of price points for reference to different levels of quality for a company is related products are typical, of which product-mix pricing strategy
* a) Optional-product pricing
* b) Captive-product pricing
* c) By-product pricing
* d) Product line pricing
Answer d
39. If a companys objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms.
* a) Advertising
* b) Personal selling
* c) Public relations
* d) Sales promotion
Answer a
40. Using a successful brand name to introduce additional items in a given product category under the same brand name (such as new flavors, forms, colors, added ingredients, or package sizes) is called a(n):
* a) Line extension
* b) Brand extension
* c) Multi-branding
* d) New brands
Answer a
41. Successful service companies focus their attention on both their customers and their employees. They understand , which links service firm profits with employee and customer satisfaction.
* a) Internal marketing
* b) service-profit chains
* c) Interactive marketing
* d) Service differentiation
Answer b
42. is quoted as saying that, "everyone lives by selling something."
* a) Bill Gates
* b) Robert Louis Stevenson
* c) Arthur Miller
* d) Henry Ford
Answer b
43. Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is called a(n):
* a) Idea
* b) Demand
* c) Product
* d) Service
Answer c
44. The type of sales presentation approach that requires good listening and problem-solving skills is the:
* a) Canned approach
* b) Formula approach
* c) Need-satisfaction approach
* d) Critical-thinking approach
Answer c
45. Yahoo, Info seeks, and Excite are all called:
* a) Browsers
* b) Web casters
* c) Search engines
* d) Software
Answer c
46. Successful depends on how well a company blends its people, organizational structure, decision and reward systems, and company culture into a cohesive program that supports its strategies.
* a) Marketing strategy
* b) Marketing control
* c) Marketing analysis
* d) Marketing implementation
Answer d
47. Wal-Mart owned Sams club is an example of a retail form called a(n):
* a) Factory outlet
* b) Super specialty store
* c) Seconds store
* d) Warehouse club
Answer d
48. is the general term for a buying and selling process that is supported by electronic means.
* a) Internet commerce
* b) Web commerce
* c) Computer commerce
* d) Electronic commerce
Answer d
49. When a company enters a new product category for which its current brand names are not appropriate, it will likely follow which of the following brand strategies?
* a) Product extensions
* b) Line extensions
* c) Brand extensions
* d) New brands
Answer d
50. ________________ consists of dividing a market into distinct groups of buyers; on the basis of needs, characteristics, or behavior, which might require separate products or marketing mixes
* a) Product differentiation
* b) Market segmentation
* c) Market targeting
* d) Market positioning
Answer b
51. are ads that appear while subscribers are surfing online services or Web sites, including banners, pop-up windows, "tickers," and "roadblocks"
* a) Online infomercials
* b) Online ads
* c) Online broadcasts
* d) Online bullets
Answer b
52. In terms of special product life cycles, a is a basic and distinctive mode of expression.
* a) Genre
* b) Style
* c) Fashion
* d) Fad
Answer b
53. is a principle of enlightened marketing that requires that a company seek real product and marketing improvements.
* a) Innovative marketing
* b) Consumer-oriented marketing
* c) Value marketing
* d) Sense-of-mission marketing
Answer a
54. Many U.S. firms have sought relief from foreign competition by demanding protectionism policies by the U.S. government. A better way for companies to compete is to expand into foreign markets and:
* a) Lower prices
* b) Increase promotion both at home and abroad
* c) Continuously improve their products at home
* d) Join into cartels at home
Answer c
55. It is a fact that there are 24 million left-handed people in the United States, however, most marketers do not attempt to appeal to or design products for this group because there is little in the way of census data about this group. Therefore, this group fails in one of the requirements for effective segmentation. Which of the following is most likely to apply in this case?
* a) Actionable
* b) Substantial
* c) Differentiable
* d) Measurable
Answer d
56. is the process of evaluating each market segments attractiveness and selecting one or more segments to enter.
* a) Mass marketing
* b) Market segmentation
* c) Market targeting
* d) Market positioning
Answer c
57. The fact that services are sold, produced, and consumed at the same time refers to which of the following service characteristics
* a) Intangibility
* b) Inseparability
* c) Variability
* d) Perishability
Answer b
58. factors are the most popular bases for segmenting customer groups.
* a) Geographic
* b) Demographic
* c) Psychographic
* d) Behavioral
Answer b
59. A manufacturer has four sponsorship options. A _________________ is a brand created and owned by a reseller of a product or service.
* a) Licensed brand
* b) Manufacturer's brand
* c) Private brand
* d) Co-brand
Answer c
60. When Michael Jordan and Tiger Woods use marketing to promote their careers and improve their impact and incomes, they are using:
* a) Cause-related marketing
* b) Idea marketing
* c) Nonprofit marketing
* d) Person marketing
Answer d
61. 3M runs a Pollution Prevention Pays program that has led to a substantial reduction in pollution and costs. This would be an example of responding to which of the following
* a) Nader's raiders
* b) The "green movement"
* c) Governmental regulation
* d) International competition
Answer b
62. When an international seller sells a plant, equipment, or technology to another country and agrees to take payment in the resulting products, it is called:
* a) Barter
* b) buy-back
* c) Counter purchase
* d) Like-value exchange
Answer b
63. The stage is the product life cycle that focuses on expanding market and creating product awareness and trial is the:
* a) Decline stage
* b) Introduction stage
* c) Growth stage
* d) Maturity stage
Answer b
64. Which of the following promotional budget methods wrongly views sales as the cause of promotion rather than as the result?
* a) Affordable method
* b) Percentage-of-Sales method
* c) Competitive-parity method
* d) Objective-and-task method
Answer b
65. If the field sales force has been supplied with new leads (via the telephone) that have been qualified, they have probably been assisted by:
* a) Master salespersons
* b) Sales assistants
* c) Technical support persons
* d) Telemarketers
Answer d
66. is setting the price steps between various products in a product line, based on cost differences between the products, customer evaluations of different features, and competitors prices
* a) Optional-product pricing
* b) Captive-product pricing
* c) Product line pricing
* d) By-product pricing
Answer c
67. Rolls Royce uses which of the following distribution formats in it.
* a) Intensive distribution
* b) Exclusive distribution
* c) Selective distribution
* d) Open distribution
Answer b
68. Drop shippers perform which of the following functions
* a) Assumes title and ships coal, lumber, or heavy equipment to a buyer
* b) Stocks the bread rack in a grocery store
* c) Maintains, owns, and stocks a CD display in a grocery store
* d) Sells jewelry out of a catalog
Answer a
69. A set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user is called a(n):
* a) Retailer
* b) Wholesaler
* c) Distribution channel
* d) Logistics
Answer c
70.beliefs and values are open to some degree of change.
* a) Crucial
* b) Core
* c) Primary
* d) Secondary
Answer d
71. According to Engels law, as income rises:
* a) The percentage spent on food rises.
* b) The percentage spent on housing increases.
* c) The percentage spent on other categories increases.
* d) The percentage spent on savings remains constant.
Answer c
72. The Wheeler-Lea Act gives the Federal Trade Commission the power to regulate:
* a) Interstate commerce
* b) Marketing ethics
* c) Unfair and deceptive acts or practices
* d) Competitive advertising of objective product benefits
Answer c
73. In evaluating messages for advertising, telling how the product is better than the competing brands aims at making the ad:
* a) Meaningful
* b) Distinctive
* c) Believable
* d) Remembered
Answer b
74. When an importing country sets limits on the amount of goods it will accept in certain product categories it is called a(n):
* a) Quota
* b) Barrier
* c) Tariff
* d) Embargo
Answer a
75. According to the price/quality strategy matrix, when a company overprices its product in relation to its quality it is considered to be using which type of strategy
* a) Good-value strategy
* b) Premium strategy
* c) Overcharging strategy
* d) Snob strategy
Answer c
76. is the practice of adopting policies and developing strategies that both sustain the environment and produce profits for the company.
* a) Environmentalism
* b) Environmental sustainability
* c) Consumerism
* d) Consumer accountability
Answer b
77. A is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.
* a) Push strategy
* b) Pull strategy
* c) Blocking strategy
* d) Integrated strategy
Answer a
78. Consumer goods with unique characteristics or brand identification often requiring a special purchase effort are called:
* a) Custom products
* b) Specialty products
* c) Convenience products
* d) Shopping products
Answer b
79. Even though buying roles in the family change constantly, the ___________ has traditionally been the main purchasing agent for the family.
* a) Wife
* b) Husband
* c) Teenage children
* d) Grandparent
Answer a
80. a(n) is a retail store that carries a narrow product line with a deep assortment within that line.
* a) Shopping goods store
* b) Convenience store
* c) Specialty store
* d) Department store
Answer c
81. The purpose of strategic planning is to find ways in which the company can best:
* a) Overcome losses.
* b) Use its strengths to take advantage of attractive opportunities in the environment.
* c) Avoid paying taxes.
* d) Avoid the expense of costly research and development while still getting the benefits.
Answer b
82. Which of the following is NOT one of the five stages of the buyer decision process?
* a) Need recognition
* b) Brand identification
* c) Information search
* d) Purchase decision
Answer b
83. A is a need that is sufficiently pressing to direct the person to seek satisfaction.
* a) Motive
* b) Want
* c) Demand
* d) Requirement
Answer a
84. If a firm were to bid to do a "turnkey" operation where they would choose a building site, designing a cement factory to build the plant, hire construction crews, assemble materials and equipment to run the new factory, and turn over the finished factory ready to operate to the owners, the firm would be using which of the following?
* a) Core process products selling
* b) Design products selling
* c) Reciprocal selling
* d) Systems selling
Answer d
85. According to the text, the most dramatic of the environments that affect marketing and appears to be now shaping our world is the ________________ environment.
* a) Natural
* b) Demographic
* c) Economic
* d) Technological
Answer d
86. The "in" suppliers are most likely to get nervous and feel pressure to put their best foot forward in which of the following types of buying situations
* a) Modified re-buy
* b) New task buying
* c) Straight, re-buy
* d) Indirect re-buy
Answer a
87. All of the following are ways that marketing plays a key role in the companys strategic planning except:
* a) Marketing provides a guiding philosophy.
* b) Marketing is the only discipline that can provide a formal structure for the planning effort.
* c) Marketing provides inputs to strategic planners by helping to identify attractive market opportunities.
* d) Within individual business units, marketing designs strategies for reaching the unit's objectives.
Answer b
88. Which of the following is foreign owned (even though it is traditionally thought of as a U.S. company)?
* a) IBM
* b) Xerox
* c) Kodak
* d) Universal Studios
Answer d
89. In an example discussed in your text, Johnson and Johnsons recall of their Tylenol product following the discovery that several bottles of Tylenol had been laced with cyanide is consistent with which business philosophy
* a) The marketing concept
* b) The product concept
* c) The selling concept
* d) The societal marketing concept
Answer d
90. _________________ is the step in the selling process in which the salesperson learns as much as possible about a prospective customer before making a sales call.
* a) Prospecting
* b) Pre-approach
* c) Approach
* d) Handling objections
Answer b
91. A companys compensation plan should reflect its overall marketing strategy. For example, if the overall strategy is to grow rapidly and gain market share, the compensation plan should reward:
* a) Loyalty and perseverance
* b) Spot selling and old product rejuvenation
* c) High sales performance and encourage capturing new accounts
* d) High pressure situations and competitive reaction
Answer c
92. Traditionally, companies have defined their businesses in product terms or in technological terms. However, mission statements should be all of the following except:
* a) Market oriented.
* b) A statement of religion
* c) Motivating
* d) Based on distinctive competencies
Answer b
93. A price reduction to buyers who buy in large volumes is called a(n):
* a) Quantity discount
* b) Cash discount
* c) Seasonal discount
* d) Trade discount
Answer a
94. R&D and engineering first produce the product concept into a physical product during which of the following stages of the new product development process.
* a) Concept development and testing
* b) Marketing strategy
* c) Business analysis
* d) Product development
Answer d
95. All of the following are criticisms leveled against marketing by critics except:
* a) Harming consumers through high prices
* b) Harming consumers through deceptive practices
* c) Harming consumers through high-pressure selling
* d) Harming consumers through too many product choices
Answer d
96. If Toyota describes one of its cars of the future as being "a moderately priced subcompact designed as a second family car to be used around town; the car is ideal for running errands and visiting friends," then the company has just stated a potential new product in terms of a(n):
* a) Product idea
* b) Product image
* c) Product concept
* d) Product feature
Answer c
97. The primary reason that many companies work to become the "low-cost producers" in their industry is because:
* a) They can generate more advertising.
* b) They can please top management.
* c) They can gain tax advantages.
* d) They can set lower prices that result in greater sales and profits.
Answer d
98. Conflicts between different levels of the same channel of distribution are referred to as:
* a) Horizontal conflicts
* b) Vertical conflicts
* c) Layer-based conflicts
* d) Parallel conflicts
Answer b
99. is a philosophy holding that a company s marketing should support the best long-run performance of the marketing system.
* a) Enlightened marketing
* b) Myopic marketing
* c) Fundamental marketing
* d) Conceptual marketing
Answer a
100. A company is practicing ________________ if it focuses on sub segments with distinctive traits that may seek a special combination of benefits.
* a) Micromarketing
* b) Niche marketing
* c) Mass marketing
* d) Segment marketing
Answer b
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