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Question Bank - Business Studies

Marketing: Test 3

Q1. Explain what is meant by the term advertising elasticity.

(Select one answer)

(a) * The responsiveness of demand to price changes.
(b) * How much advertising influences sales.
(c) * It measures the responsiveness of the demand for a product to changes in the amount of advertising spent on it.
(d) * The change in demand caused by a change in income.

Source: bized

Q2. When looking at a firms marketing strategy you notice the term 'asset-led' marketing. What does this mean?

(Select one answer)

(a) * The selling of those fixed assets which are no longer needed to maintain current capacity needs.
(b) * The use of names to sell products.
(c) * The use by a company of its assets as a major part of its marketing strategy.
(d) * The process of buying a company and then selling some of its most valued assets.

Source: bized

Q3. Our 'below the line operations' continue to be disappointing. What does the Chief Executive mean by this?

(Select one answer)

(a) * That the profit after tax deduction is less than forecast.
(b) * A range of promotional activities over which the company has little direct control.
(c) * The feedback that comes from a survey.
(d) * Research conducted by using publications that are available on a subject.

Source: bized

Q4. 'We should have referred to the Boston matrix exercise we carried out.' Who or what is the Boston Matrix?

(Select one answer)

(a) * A mathematical exercise that puts data into a series of boxes.
(b) * A management tool that allows firms to classify their products according to their market share and the growth of the
(c) * The feedback that comes from a survey.
(d) * Research conducted by using publications that are available on a subject.

Source: bized

Q5. Explain, using examples what is meant by the term 'above the line' marketing

(Select one answer)

(a) * The use of point of sale materials such as cut outs of artists in record stores.
(b) * A marketing term referring to promotional expenditure using independent media channels, such as television and radio
(c) * The accounting profit before profit and tax are deducted.
(d) * Using various ways to promote fast moving consumer goods by changing their appearance or contents.

Source: bized

Q6. Which of the following is an example of a loss leader?

(Select one answer)

(a) * The use of advertising via newspapers and television.
(b) * Engaging a public relations firm to promote your company.
(c) * Using very low prices to encourage customers to buy.
(d) * An advertising campaign that aims to increase public awareness of your product.

Source: bized

Q7. What does a business mean by the term 'advertising'?

(Select one answer)

(a) * various ways of communicating the qualities of products to potential consumers.
(b) * The placing of advertisements in newspapers and magazines.
(c) * Through the use of various media channels the firm tries to inform potential customers of its products.
(d) * Selling products to people.

Source: bized

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