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Hello:
You are invited to participate in our Marketing survey. In this survey, approximately 20 people will be asked to complete a survey that asks questions about their general knowledge regarding marketing. It will take approximately 8-10 minutes to complete the questionnaire.

Your participation in this study is completely voluntary. There are no foreseeable risks associated with this project. However, if you feel uncomfortable answering any questions, you can withdraw from the survey at any point. It is very important for us to learn your opinions.

Your survey responses will be strictly confidential and data from this research will be reported only in the aggregate. Your information will be coded and will remain confidential. If you have questions at any time about the survey or the procedures, you may contact Amber Washington, Nate Crawford or Kayla Olgetree.

Thank you very much for your time and support. Please start with the survey now by clicking on the Continue button below.

 
 
 
 
What are potentially the key elements of marketing?
 
A) Transaction of goods and services
 
B) Value Added
 
C) Relationships
 
D) The introduction and development of products and services
 
E) All of the above
 
 
 
A marketing plan is?
 
A) A document that details requirements for a company’s marketing activities over the short, medium and longer term.
 
B) A document that outlines a marketing research activity
 
C) A plan of the marketing function of the organization
 
D) A document that looks back over past marketing activities
 
E) A plan of the marketing activities within a particular industry
 
 
 
A potential market is a group of consumers who?
 
A) Have an interest in a defined market offer
 
B) Have sufficient income to purchase a defined market offer
 
C) Have access to a particular market offer
 
D) Have interest, income and access to a particular market offer
 
E) Have already bought the market offer
 
 
 
Companies seek to differentiate their brands in order to?
 
A)Be similar to certain competing brands
 
B) Use unusual types of promotion to communicate the value of the brand
 
C) Stand out from the rest of the competition in the mind of the customer
 
D) Be the only brand in the marketplace
 
E) None of the above
 
 
 
An example of direct marketing is?
 
A) A letter targeted to a named current customer
 
B) A mass market television commercial
 
C) A news story in a major newspaper
 
D) Merchandising
 
E) A buy one get one free in-store offer
 
 
 
STP examines the relationship between?
 
A) Strategy, tactics and performance
 
B) Service, tactics and performance
 
C) Segmentation, targeting and positioning
 
D) Segmentation, tactics and performance
 
E) Selling, trade and performance
 
 
 
Why is customer loyalty so important to a company?
 
A) It reduces costs associated with gaining new customers
 
B) Loyal customers may become advocates for the product or service
 
C) Improves communication through better targeting
 
D) Helps the company to sustain a competitive advantage
 
E) All of the above
 
 
 
What are the original 4Ps of a marketing mix?
 
A) Performance, Penalty, Perception and Process
 
B) Product, Price, Promotion and Place
 
C) Probe, Participants, Position and Process
 
D) Packaging, Personnel, Price and Product
 
E) Persuasion, Positioning, Preservation and Psychology