6. What is the term given to illustrate when demand DOES NOT change in response to a change in price?
c) Price inelasticity
d) Price mobility
b) Price changeability
a) Price flexibility
7. A market segment that is large or profitable enough to serve is ________.
a) Substantial
b) Measurable
d) Differentiable
c) Profitable
8. When Garden Hotel wants to have at least 90% of its customers indicating they had a memorable and satisfying experience at the hotel, this is an example of:
a) Implementing the marketing mix
b) A marketing objective
c) A strategic plan
d) A mission statement
9. Asda wishes to determine how many people buy its new range of cosmetics. What type(s) of research would be most appropriate in this situation? a) Qualitative research b) Quantitative research c) Focus groups d) Observation
c) c & d
b) b & d
d) a, c & d
a) a
10. Consumers learn about new products for the first time and make the decision to buy them during the ________.
c) Trial process
b) Adoption process
d) Evaluation process
a) Quality assessment stage
11. Which of the following lists of elements form the promotional mix?
d) Advertising, branding, direct marketing, pricing, PR
c) Advertising, sales promotion, direct marketing, personal selling, PR
a) Advertising, sales management, direct marketing, customer relationship management, PR
b) Advertising, sales management, direct marketing, pricing, PR
