Test for 2325

1. Which of the following is not a public within the marketing environment?

a. Media companies
b. Financial publics
c. Destination management organisations
d. Hotel competitors
e. Government authorities

2. Which of the following is considered an example of a public within a marketing

environment?
a. Hong Kong Tourism Board
b. Marriott
c. Premier Inn
d. Hong Kong
e. Pizza Express

3. What are the three types of competitors?

a. Direct, competitors offering substitute products and indirect competition
b. Direct and competitors offering substitute products
c. Direct and indirect competition
d. Competitive set
e. Direct

4. Which of the following are direct competitors?

a. Marriott and Ritz Carlton
b. Premier Inn and Hyatt
c. McDonald’s and Subway
d. McDonald’s and Starbucks
e. McDonald’s and KFC

5. What is the role of the marketers when choosing suppliers?

a. Ensure company’s performance
b. Set and assess quality standards and specifications within and with the operations or
purchasing department
c. Evaluate supplier historical data
d. Create supplier lists
 B

6. Which of the following is not a micro-environmental factor?

a. Customers
b. Employees
c. Competitors
d. Environmental
e. Publics

7. Bill gave Tracey stacks of old newspapers to review for collecting marketing intelligence.
Which one of the following micro-environmental factors should Tracey concentrate on?
a. Publics
b. Competitors
c. Employees
d. Intermediaries
e. Employees

8. Businesses have lost and still continue to suffer from inflation and revenue losses since the
pandemic. The COVID-19 pandemic was a catalyst for a number of macro-environmental
factors. Which factor does this situation align with?
a. Political
b. Economic
c. Socio-cultural
d. Technological
e. Environmental

B.

9. All are examples of political factors except

a. Ideas
b. Laws
c. Regulations
d. Government taxes
e. Legislation

10. Which environmental factor does a business have limited control over?
a. Competitors
 b. Regulations
c. Employee
d. Publics
e. Competitors

11. What determines the attractiveness of a product?

a. Price, Product, Services
b. Price, Product Features and Services
c. Value
d. Value-based prices, Product Features and Service and Services Quality
e. Value-based prices, Product Features and Quality and Services Mix and Quality

12. Which is not an example of a product?

a. Physical goods
b. Servces
c. Services
d. Experiences
e. Events

13. Peter bought a pair of shoes for his wife in 2018. He visited his warehouse last week to find
that the product deteriorated. He now needs to find a replacement in time for her birthday.
What type of product was this?
a. Durable goods
b. Services
c. Physical Goods
d. Items
e. Nondurable goods

14. Where can you identify a company’s service culture?

a. Mission
b. Customers’ response
c. Website
d. Brochure
e. Advertisement

15. Which is not a part of the service profit chain?

a. Internal service quality
b. Satisfied and loyal customers
 c. Greater service value
d. Satisfied and product service employees
e. Revenue

16. What are the characteristics of service?

a. Variability, intangibility, perishability and inseparability
b. Inseparability, variability, durability
c. Intangibility, tangibility
d. Inseparability, perishability
e. None

17. Your hotel recently included the following activities as a part of destination wedding package
for international travellers: food tasting, site visit and virtual tours. Which of the following
characteristics of service is your property trying to overcome?
a. Inseparability
b. Non-durability
c. Intangibility
d. Variability
e. Perishability

18. Fill in the blank space. A tour guide company provides travel planning and guidance to
tourists who want to visit a new place. In this case, they don't sell a good and instead focus
on providing a service to customers. Service is deemed to be ____________________
a. Inseparability
b. Non-durability
c. Intangibility
d. Variability
e. Perishability

19. Hotel ABC experiences 10 complaints every week via TripAdvisor. Which one of the following
strategies can management implement to resolve this matter?
a. Call guests directly
b. Send apology letters to guestrooms
c. Empower staff to recognise and respond to complaints quickly
d. Let the concierge department take care of customer complaints
e. None

C
20. All are benefits of marketing planning except _____________________
a. To adopt an organised approach
b. To formulate objectives
c. To identify strengths and weaknesses
d. To identify strengths, weaknesses, opportunities and threats
e. To inform stakeholders

21. Your marketing manager recently announced that the department will be carrying out a
sales blitz in the Greater Bay Area. Which type of marketing plan can you find further
information on this?
a. Tactical plan
b. Strategic plan
c. Corporate marketing plan
d. Unit marketing plan
e. Divisional marketing plan

22. Your manager at IHG asks you to resend the weekly activities flyer to your loyal repeat
guests and patrons. This would be your third e-mail blast for the week. According to Ansoff,
what is your manager trying to achieve?
a. Market Development
b. Product Development
c. Diversification
d. Awareness
e. Market Penetration

23. Which one of the following is not a part of Phase 1 or 2 of the marketing plan?
a. Marketing objectives and strategies
b. Mission
c. Corporate objectives
d. SWOT analysis
e. Market overview and audit

24. Tyler included a section for augmented and virtual reality experiences in the marketing plan
by stating the following:
a. Customers can create unique experiences and test product through augmented
reality experiences
b. Customers can build trust with the company as the firm promises to be transparent
 c. Consumers will not be targeted with third-party cookies
d. The department will focus on the community
e. Our marketing activities are geared towards social causes

25. Why is marketing planning deemed unfavourable?

a. Too expensive
b. Takes long
c. Long-term planning is unreliable
d. There is a lot of flair
e. Marketers do not have the time

26. All of the following are ways in which managers can manage demand except:
a. Using price to reduce demand
b. Using reservations
c. Using queuing
d. Using revenue management systems
e. Using sharing platforms

27. Villa Ronai decided to grow its online community by 20%. What is the company’s digital
marketing goal?
a. Use the internet to save
b. Use the internet to sizzle
c. Use the internet to speak
d. Use the internet to sell
e. Use the internet to save

28. Villa Ronai decided to develop its website to achieve 20% of reservations directly. What is
the company’s digital marketing goal?
a. Use the internet to save
b. Use the internet to sizzle
c. Use the internet to speak
d. Use the internet to sell
e. Use the internet to save

D
29. Villa Ronai wishes to save costs using the internet. Which of the following is not a means of
reaching this goal?
a. Use the internet to promote rather than generate marketing collateral
b. Encourage sales and service transactions
c. Increase online email communications
d. Give customers less benefits online
e. None

30. Online sales is determined based on ______________________________

a. Sales, searches, page views, product downloads
b. Sales
c. Sales, page views
d. Revenue, searches, page views,
e. Sales on the internet

31. All are related to search engine marketing except ___________________

a. Search engine optimisation
b. Paid search
c. Pay-per-click
d. Paid-for inclusion feeds
e. Ad networks

32. What is marketing?

a. An advertisement
b. A process
c. A tool
d. A perspective
e. A thing

33. This is the process by which companies create value for customers and society, resulting in
strong customer relationships which capture value from the customers in return. What am I?
a. Customer-oriented business
b. Hospitality and tourism industry
c. Marketing in the digital age
d. Marketing
e. Service marketing

D
34. Which is not one of the 4 Ps of Marketing?
a. Price
b. Product
c. Promotion
d. Place
e. Property

35. Which of the following is the first step in the marketing process?
a. Understand how to build profitable relationships
b. Understand where your customers are from
c. Understand the marketplace and customer needs and wants
d. Design a customer-driven marketing strategy
e. Capture value from customers

36. What is a demand?

a. A want backed by buying power
b. A desire
c. A requirement
d. Different between the customer benefits from owning a product and the costs of
obtaining the product
e. Actual and potential buyers

37. Which one of the following marketing management orientation do fast-food chains
subscribe to?
a. Production
b. Product
c. Selling
d. Marketing
e. Societal marketing

38. Your business is changing its mission from being customer-focused to generating an appeal
to consumers, company and society. Which marketing management orientation did it
previously adhere to?
a. Production
b. Product
 c. Selling
d. Marketing
e. Societal marketing

39. The Pillsbury Pancake Mix AD noted the following “Pillsbury was wide awake when you said
you wanted pancakes lighter”. Which marketing management orientation is this associated
with?
a. Production
b. Product
c. Selling
d. Marketing
e. Societal marketing

40. The following are ways to improve customer relationships except ___________________
a. Target fewer, more profitable customers
b. Relate in deeper, more meaningful ways
c. Work towards deep marketing insights
d. Create dialogues with customers via online social networks
e. Invite customers to play a more active role in shaping products