1 Т SWOT analysis
A Strengths, weaknesses, opportunities, threats
B Strengths, price, product, threats
C Strong, weak, opportunities, trends
D Strenghts, weakens, opportunities, threats
E Strengthen, weaken, opportunities, threats
2 Т The brand is very ______
A strengthened
B strong
C strengthen
D strengthening
E strengh
3 Т Today ______ fears about health are one of the biggest threats to the processed food sector
A competitor
B consumer
C brand
D market
E company
4 Т An undifferentiated offer will _____ the company in the short term.
A weakness
B weak
C weaken
D week
E weaking
5 Т A clear opportunity is a ____ in the market.
A gape
B gapped
C gap
D gapp
E gope
6 Т Currently the company is under _____ from its main competitors.
A threats
B weak
C strength
D opportunity
E bad
7 Т _____ is a process of gathering information about a market analyzing it and interpreting.
A Marketing research
B Motivation research
C The marketing team
D Group research
E Behavior patterns
8 Т Consumer research can be either qualitative or _______.
A quantitative
B quality
C quantity
D statistical
E marketing
9 Т ______ investigates the psychological reasons why individuals buy specific types of merchandise.
A qualitative research
B quantitative research
C secondary research
D primary research
E motivation research
10 Т The _____ shows consumer rating of the product over a ten-year period.
A objective
B graph
C brand
D research
E aim
11 Т In ____ small group discussion or in-depth interviews with consumers are used to understand a problem better.
A qualitative research
B quantitative research
C desk research
D secondary research
E motivation research
12 Т Copyright protects ______ and artistic works.
A literary
B subject
C work
D test
E shopping
13 Т ____ small groups from the target group plus one moderator to mediate or run the session
A focus group
B package test
C omnibus survey
D target group
E mystery shopping
14 Т ____ used to test what consumers think about new flavour.
A Taste test
B Mystery shopping
C Home test
D Package test
E omnibus survey
15 Т ___ an analysis of the information you can find easily without leaving your desk.
A Desk research
B Field research
C Motivation research
D Primary research
E Customer needs
16 Т ___ involves talking to people and finding out what they think about a market, a product, a business sector, etc.
A Desk research
B Field research
C Motivation research
D Secondary research
E Customer needs
17 Т _____ a person poses as a consumer and checks th level of service and hygiene in a restaurant hotel or shop.
A Focus group
B Mystery shopping
C omnibus survey
D Package test
E Consumer needs
18 Т The four Ps:
A Product,price,place, promotion
B People,physical evidence, place, position
C Product,process, people
D Product,people,place, position
E Product,price,physical evidence, position
19 Т Ok,well we need to focus___ the model G,don’t we?
A In
B At
C On
D For
E Of’
20 Т I’m thinking we should ___a major PR campaign this year.
A Launch
B Do
C Target
D Drine
E Spend
21 Т We could start ___ increasing our advertising spend in luxury car magazines.
A By
B At
C Of
D In
E On
22 Т A company might _______ a premium pricing strategy if they have a competitive advantage in the market.
A Introduce
B Do
C Spend
D Come
E Employ
23 Т You don’t know where Karen is,………? -Sorry,I’ve no idea.
A don’t you
B do you
C Is she
D does you
E does she
24 Т You can’t stop me……….what I want.
A doing
B do
C to do
D that I do
E does
25 Т I must go now. I promised…….late.
A not being
B not to be
C to not be
D I wouldn’t be
E I will not
26 Т What two topics ___________________ small talk about?
A Maria make
B Does Maria make
C Do Maria make
D Maria made
E Is Maria make
27 Т Obtain information about customers
A Gather customer data
B Get a firm commitment to buy
C Quality potential sales leads
D Make small talk
E Overcome objections
28 Т She tried to be serious but she couldn’t help ………
A Laughing
B To laugh
C That she laughed
D Laughed
E laugh
29 Т I like ……..the kitchen as often as possible.
A Cleaning
B Clean
C cleaned
D That I clean
E That I cleaned
30 Т Convince a person who has doubts about buying your product
A Gather customer data
B Get a firm commitment to buy
C Qualify potential sales leads
D Make small talk
E Overcome objections
31 Т Make people want to find out about your product/service
A Make small talk
B Generate interest in your product or service
C Gather customer data
D Get a firm commitment to buy
E Overcome objections
32 Т Are you looking forward ………. Ann again?
A Seeing
B To see
C To seeing
D Saw
E seen
33 Т When Jane came to Britain, she had to get used……..on the left.
A driving
B to driving
C to drive
D drive
E drove
34 Т I’m thinking ……… a house. Do you think that’s a good idea?
A to buy
B of to buy
C of buying
D buy
E bought
35 Т I’m sure you’ll have no…………the exam.
A Difficulty to pass
B Difficulties to pass
C Difficulties passing
D Difficulty passing
E Difficulty passed
36 Т Always be ready to make small talk _____ visitors to your stand.
A with
B at
C for
D of
E on
37 Т Jim doesn’t speak very clearly…………
A It is difficult to understand him.
B He is difficult to understand.
C He is difficult understand.
D It is difficult to understand.
E It is difficult understanding
38 Т The path was icy, so we walked very carefully.We were afraid…….
A of falling
B from falling
C to fall
D falling
E fell
39 Т How does she generate interest _____ the company’s product?
A At
B In
C With
D On
E from
40 Т How ____ she generate interest in the company’s product?
A is
B Do
C Does
D Are
E if
41 Т Call an ambulance.There’s been…………
A Accident
B An accident
C Some accident
D No accident
E accidents
42 Т ‘Where are you going?’ ‘I’m going to buy…………’
A A bread
B Some breads
C A loaf of bread
D Any bread
E breads
43 Т Sandra works at a big hospital.She’s……….
A Nurse
B A nurse
C The nurse
D nurses
E An nurse
44 Т She works six days….week.
A on
B for
C a
D the
E at
45 Т There are millions of stars in………
A Space
B A space
C The space
D Spaces
E A spaces
46 Т Our sales ______ is very effective. They sell a lot of products.
A force
B pitch
C premium
D goods
E service
47 Т I am a sales _______. I work for an insurance company.
A agent
B buyers
C insurance
D goods
E service
48 Т Decide how likely someone is to buy a product/service
A Make small talk
B Qualify potential sales leads
C Gather customer data
D Get a firm commitment to buy
E Overcome objections
49 Т Product ____
A development
B market
C niche
D time
E period
50 Т ____ market
A idea
B improvement
C niche
D innovation
E modification
51 Т Product __
A improvement
B market
C time
D period
E launch
52 Т The graph intentions to buy over a five-year period
A changes
B represents
C damages
D launches
E resources
53 Т Marketing ___ how an organization intends to achieve its marketing objectives.
A plan
B strategy
C document
D objective
E stage
54 Т Marketing ___ a written document that details the actions an organization must take in order to achieve its marketing objectives.
A plan
B strategy
C document
D objectives
E stage
55 Т The pound is currently ____weaker against the dollar.
A get
B got
C getting
D have get
E has get
56 Т PESTEL
A Political,Economic,Sociological,Technological,Environmental,Legal
B Political,Technological,Environment,Economic,Legal
C Technological,Environment,Legal,Economic,Political
D Environment,Legal,Economic,Political,Sociological
E Environment,Legal,Economy,Policy,Social
57 Т Bargaining power of buyers
A How easy it is for customers to reduce the price of goods / services they buy
B How easy it is for suppliers to increase the prices they charge
C How a company wants the consumer to see the brand
D The beliefs and opinions that consumers hold
E Sales and promotion of a company’s product
58 Т Bargaining power of suppliers
A How easy it is for customers to reduce the price of goods / services they buy
B How easy it is for suppliers to increase the prices they charge
C How a company wants the consumer to see the brand
D The beliefs and opinions that consumers hold
E Sales and promotion of a company’s product
59 Т data
A A reduction in the selling price of a product or service
B Description of the main characteristics of the potential customer
C Information, especially facts or numbers, collected to be used to help decision making, or information that can be stored or processed by a computer
D Writing test used for promotional purposes
E The commitment that existing customer show towards a particular organization
60 Т Customer loyalty
A A reduction in the selling price of a product or service
B A question or request for information from a potential customer
C The impression consumers have of an organization
D Writing test used for promotional purposes
E The commitment that existing customer show towards a particular organization
61 Т Direct mail
A Mail which is sent directly to identified customers through the postal system
B The impression consumers have of an organization
C Writing test used for promotional purposes
D A question or request for information from a potential customer
E How easy it is for suppliers to increase the prices they charge
62 Т brand
A A name,design, feature or symbol used to identify a seller’s goods
B A word or sentence that defines a brand‘s core characteristics
C The beliefs and opinions that consumers hold
D Sales and promotion of a company’s product
E How a company wants the consumer to see the brand
63 Т Brand name
A Sales and promotion of a company’s product
B The commitment of existing customers to a particular brand
C The impression consumers have of a brand and its qualities
D Trademark or name given to a product by a company
E Sales and promotion of a company’s product
64 Т Brand image
A Sales and promotion of a company’s product
B The commitment of existing customers to a particular brand
C The impression consumers have of a brand and its qualities
D Trademark or name given to a product by a company
E Sales and promotion of a company’s product
65 Т Brand loyalty
A Sales and promotion of a company’s product
B The commitment of existing customers to a particular brand
C The impression consumers have of a brand and its qualities
D Trademark or name given to a product by a company
E Sales and promotion of a company’s product
66 Т Brand objectives
A What you want the brand to achieve
B The plan for developing a brand to achieve
C The services that the agency offers
D The plan for developing the brand to meet its objectives
E Extent to which the customers recognize the existence and availability of a company’s product or sevice
67 Т Brand strategy
A What you want the brand to achieve
B The plan for developing a brand to achieve
C The services that the agency offers
D A marketing message that encourages consumers to take action
E What you want the brand to achieve
68 Т Customer segmentation
A Dividing customers into groups which share similar characteristics e.g.:age, gender, race and income
B The process of making a brand or product stand out from the competition through unique product features or benefits
C Description of the main characteristics of a potential customer
D The plan for developing a brand to achieve
E The impression consumers have of a brand and its qualities
69 Т discount
A A reduction in the selling price of a product or service
B Description of the main characteristics of the potential customer
C Information, especially facts or numbers, collected to be used to help decision making, or information that can be stored or processed by a computer
D Writing test used for promotional purposes
E The commitment that existing customer show towards a particular organization
70 Т distributor
A People who contribute regularly to blogs
B Someone who pretending to be a customer to secretly report on quality or service
C Individual or organization which sells goods on behalf of a manufacturer or supplier
D Sales and promotion of a company’s product
E The commitment of existing customers to a particular brand
71 Т Mission statement
A A short, written description of a organization’s value
B Someone who pretending to be a customer to secretly report on quality or service
C Sales and promotion of a company’s product
D The commitment of existing customers to a particular brand
E Description of the main characteristics of a potential customer
72 Т Niche market
A Description of the main characteristics of a potential customer
B To spend more than the budgeted amount for a particular activity
C The tangible evidence of a service, e.g. tickets to a concert
D Small area of trade within the economy
E Group of people who have some level of interest in the same product or service
73 Т Potential market
A Description of the main characteristics of a potential customer
B To spend more than the budgeted amount for a particular activity
C The tangible evidence of a service, e.g. tickets to a concert
D Group of people who have some level of interest in the same product or service
E Someone who pretending to be a customer to secretly report on quality or service
74 Т investment
A A marketing activity encourages customers to commit to a brand or company e.g. loyalty card in supermarkets
B An estimate of how much money is needed to implement the marketing plan
C Money placed into a financial institution, a company, shares etc in order to make a profit
D To spend more than the budgeted amount for a particular activity
E To introduce a new product or service into the marketplace
75 Т Marketing tactics
A The specific marketing actions that the organization will take in order to implement its strategy
B A marketing activity encourages customers to commit to a brand or company e.g. loyalty card in supermarkets
C An estimate of how much money is needed to implement the marketing plan
D To spend more than the budgeted amount for a particular activity
E The tangible evidence of a service, e.g. tickets to a concert
76 Т Marketing budget
A A marketing activity encourages customers to commit to a brand or company e.g. loyalty card in supermarkets
B An estimate of how much money is needed to implement the marketing plan
C To spend more than the budgeted amount for a particular activity
D The tangible evidence of a service, e.g. tickets to a concert
E To introduce a new product or service into the marketplace
77 Т Luxury goods
A Products for which consumers are prepared to pay premium level (high) prices in the market and are not necessity products
B A marketing activity encourages customers to commit to a brand or company e.g. loyalty card in supermarkets
C Sales through a website, not in a shop or by phone
D To spend more than the budgeted amount for a particular activity
E The tangible evidence of a service, e.g. tickets to a concert
78 Т Ethical products
A A marketing activity encourages customers to commit to a brand or company e.g. loyalty card in supermarkets
B developed taking into account impact on the environment and ethical issues e.g. organic foods etc
C Products for which consumers are prepared to pay premium level (high) prices in the market and are not necessity products
D An estimate of how much money is needed to implement the marketing plan
E Sales through a website, not in a shop or by phone
79 Т Outdoor advertising
A To introduce a new product or service into the marketplace
B When a salesperson sells directly with a potential customer or organization
C Sales through a website, not in a shop or by phone
D Advertising in public spaces such as billboards, posters etc.
E Products for which consumers are prepared to pay premium level (high) prices in the market and are not necessity products
80 Т Online sales
A To introduce a new product or service into the marketplace
B When a salesperson sells directly with a potential customer or organization
C Sales through a website, not in a shop or by phone
D Advertising in public spaces such as billboards, posters etc.
E Products for which consumers are prepared to pay premium level (high) prices in the market and are not necessity products
81 Т Personal selling
A To introduce a new product or service into the marketplace
B When a salesperson sells directly with a potential customer or organization
C Sales through a website, not in a shop or by phone
D Advertising in public spaces such as billboards, posters etc.
E Products for which consumers are prepared to pay premium level (high) prices in the market and are not necessity products
82 Т launch
A To introduce a new product or service into the marketplace
B Advertising in public spaces such as billboards, posters etc.
C To give a presentation saying why you are the best supplier for the job
D An estimate of how much money is needed to implement the marketing plan
E Sales through a website, not in a shop or by phone
83 Т Pitch for
A To introduce a new product or service into the marketplace
B Advertising in public spaces such as billboards, posters etc.
C To give a presentation saying why you are the best supplier for the job
D An estimate of how much money is needed to implement the marketing plan
E Sales through a website, not in a shop or by phone
84 Т Over budget
A To spend more than the budgeted amount for a particular activity
B An estimate of how much money is needed to implement the marketing plan
C To have spent less than the budgeted amount for a particular activity
D The key benefits offered by a company or brand to its target audience
E The tangible evidence of a service, e.g. tickets to a concert
85 Т Physical evidence
A Making contacts with people who might be useful for you professionally
B The tangible evidence of a service, e.g. tickets to a concert
C Advertising in public spaces such as billboards, posters etc.
D To give a presentation saying why you are the best supplier for the job
E Identification of a group of potential customers an organization wants to make to market its products and services to
86 Т standartization
A Selling the same product in the same way in all markets
B The key benefits offered by a company or brand to its target audience
C A tool of evaluating the internal and external factors that the organization faces
D Charging high prices
E Advertising in public spaces such as billboards, posters etc.
87 Т A tool of evaluating the internal and external factors that the organization faces
A SWOT analysis
B PESTEL analysis
C USP
D SMART
E VIP
88 Т An individual or organization which introduces new product ideas or changes before of its rivals
A innovating
B innovation
C innovator
D innovative
E innovatating
89 Т Innovator
A An individual or group who usually works for the organization to communicate with each other
B An individual or organization which introduces new product ideas or changes before of its rivals
C Group of people who have some level of interest in the same product or service
D An Individual or organization which sells goods on behalf of a manufacturer or supplier
E An individual or company who purchases products or services but is not necessarily the end consumer
90 Т customer
A An individual or group who usually works for the organization to communicate with each other
B An individual or organization which introduces new product ideas or changes before of its rivals
C Group of people who have some level of interest in the same product or service
D An individual or organization which sells goods on behalf of a manufacturer or supplier
E An individual or company who purchases products or services but is not necessarily the end consumer
91 Т Five forces analysis
A A technique used to analyse the competitive environment of an organisation
B Objectives which are specific, measurable, achievable, realistic, and timebound
C Promotional activities in public spaces
D A tool of evaluating the internal and external factors that the organization faces
E The plan for developing a brand to achieve
92 Т An individual or company who purchases products or services but is not necessarily the end consumer
A distributor
B customer
C mystery shopper
D sponsorship
E stakeholder
93 Т A technique used to analyse the competitive environment of an organisation
A Five forces analysis
B SWOT analysis
C PESTEL analysis
D USP
E SMART
94 Т Objectives which are specific, measurable, achievable, realistic, and timebound
A SMART objectives
B Five forces analysis
C SWOT analysis
D PESTEL analysis
E USP
95 Т Unique attribute of or product feature which makes one product stand out from the competition and is the key reason why the consumers will buy that product
A Key proposition
B Unique feature
C Unique value proposition
D Unique Selling Proposition
E Unique Selling Production
96 Т USP
A Key proposition
B Unique feature
C Unique Value proposition
D Unique Selling Proposition
E Unique Selling Production
97 Т Unique Selling Proposition
A A technique used to analyse the competitive environment of an organisation
B Objectives which are specific, measurable, achievable, realistic, and timebound
C Unique attribute of or product feature which makes one product stand out from the competition and is the key reason why the consumers will buy that product
D Promotional activities in public spaces
E A tool of evaluating the internal and external factors that the organization faces
98 Т Online -
A Forums
B Days
C Facilities
D emails
E goals
99 Т Training-
A screens
B sessions
C statements
D grow
E increase
100 Т Overseas-
A conference
B screen
C facilities
D days
E discounts
101 Т Mission-
A Training
B discounts
C statements
D overseas
E conference
102 Т Written-
A online
B facilities
C forums
D manifestos
E discount
103 Т Childcare-
A facilities
B days
C forums
D discounts
E statements
104 Т Loyalty-
A facilities
B days
C programs
D screen
E statements
105 Т Union Direct is the UK’s leading internet-only _____..
A customer
B bank
C market
D shop
E supermarket
106 Т All Union Direct Ethical customers will also earn a bonus rate of interest on their current _____.
A account
B help
C company
D customer
E bank
107 Т All Union Direct Ethical customers will also earn _______ on their current account.
A a bonus rate of interest
B fund
C investment
D charity
E people
108 Т All Union Direct Ethical customers will also earn a bonus rate of interest ____their current account.
A from
B in
C at
D on
E of
109 Т Well,our main _____ is our product.
A srtength
B Strong
C strengthning
D strengh
E strenth
110 Т Our customers are happy because it costs them about a tenth of the money to run an electric sports car compared to a ____ one.
A electric
B petrol
C sport
D car
E money
111 Т Our customers are happy because it costs them about a tenth of the money to run an electric sports car compared _______ a petrol one.
A at
B In
C to
D for
E of
112 Т Our customers ____ happy because it costs them about a tenth of the money to run an electric sports car compared to a petrol one.
A Is
B Are
C Was
D were
E am
113 Т Our customers are happy _______ it costs them about a tenth of the money to run an electric sports car compared to a petrol one.
A so
B for instance
C however
D because
E but
114 Т Well I’m going to start _____ presenting our first concept to you.
A by
B at
C for
D in
E of
115 Т And it might also encourage customers from some ______our competitors to join us,too.
A from
B of
C on
D at
E for
116 Т Well, our market _______ showed that people want the bank to represent their core beliefs and values.
A audit
B message
C budget
D strategy
E research
117 Т Well, our market research showed that people want the bank to represent their core _______ and values.
A audit
B budget
C research
D beliefs
E tactics
118 Т A concept ______ is a short description of a new product or service idea.
A statement
B idea
C credit card
D product
E customer
119 Т Liam is responsible ______ the company’s guidebook publishing.
A at
B for
C with
D in
E on
120 Т Marijana is a Web Marketing Executive. She would be responsible for implementing an organisation’s web marketing _______.
A metrics
B objectives
C tactics
D strategy
E share
121 Т Marijana is a Web Marketing Executive. She would be responsible for ________an organisation’s web marketing strategy.
A implementing
B implement
C implemented
D implements
E implementative
122 Т Marijana is a _________. She would be responsible for implementing an organisation’s web marketing strategy.
A Marketing Department
B Publishing Manager
C Web Marketing Executive
D manager
E Management
123 Т Marijana is a Web Marketing Executive. She would be responsible for implementing an organisation’s web _______strategy.
A marketing
B Economic
C research
D external
E product
124 Т Marijana is a Web Marketing Executive. She would be responsible _____ implementing an organisation’s web marketing strategy.
A at
B for
C In
D of
E with
125 Т Union Direct Ethical is ______ people who don’t trust their bank as much as they used to.
A at
B for
C In
D of
E with
126 Т Union Direct Ethical is for people ______ don’t trust their bank as much as they used to.
A when
B what
C who
D which
E why
127 Т Always be ready to make a small talk with visitors to your stand. It’s a great way into a sales conversation.
A Answer questions, requests for information
B have a polite,informal conversation
C convince a person who has doubts about buying your products
D decide how likely someone is to buy a product
E obtain information about customers
128 Т Always qualify potential sales leads.
A Answer questions, requests for information
B have a polite,informal conversation
C convince a person who has doubts about buying your products
D decide how likely someone is to buy a product
E obtain information about customers
129 Т Deal with customer enquiries politely but quickly.
A Make people want to find out more about your product/service
B Answer questions, requests for information
C have a polite,informal conversation
D convince a person who has doubts about buying your products
E decide how likely someone is to buy a product
130 Т Be prepared to overcome objections from potential customers confidently and effectively
A Answer questions, requests for information
B have a polite,informal conversation
C convince a person who has doubts about buying your products
D decide how likely someone is to buy a product
E Obtain a promise or guarantee that a customer will buy your product
131 Т Remember that events are a great opportunity to gather customer data. Decide how you are going to do this before the event.
A Obtain a promise or guarantee that a customer will buy your product
B Make people want to find out more about your product/service
C Answer questions, requests for information
D Obtain information about customers
E convince a person who has doubts about buying your products
132 Т And finally, try to generate interest in your product or service in any way that you can.
A Obtain a promise or guarantee that a customer will buy your product
B Make people want to find out more about your product/service
C Answer questions, requests for information
D Obtain information about customers
E convince a person who has doubts about buying your products
133 Т A ________ research involves finding out attitudes and opinions
A second
B secondary
C desk
D primary
E first
134 Т ______ research involves analyzing existing sources of information which have been collected for a different reason.
A second
B secondary
C field
D primary
E first
135 Т I think we should try to interact directly with our customers.we should find out about a ________ that anyone can go to.
A public trade show
B horizontal trade show
C trade show display
D vertical trade show
E trade
136 Т You mean a __________ that has everything for the house and home decoration?
A public trade show
B horizontal trade show
C trade show display
D vertical trade show
E trade
137 Т Wine Institute organizes wine _______ shows and conducts educational seminars and visitor programs to acquaint media and trade representatives with Colifornia wines
A Trade
B Seminar
C Showcase
D stands
E network
138 Т To make your brand different from other brands
A premium
B differentiate
C range
D outlet
E modern
139 Т This type of brand is produced for and sold in supermarkets: _____ -label.
A own
B generic
C modern
D economy
E co-branding
140 Т A________ brand is also known as a no brand.
A generic
B modern
C economy
D co-branding
E outlet
141 Т A well-known product that best represents the brand.
A generic
B private label brand
C flagship
D premium
E leader
142 Т A set of products grouped under the same brand.
A type
B range
C branding
D premium
E leader
143 Т A type of brand that is less expensive than some similar products.
A economy
B premium
C leader
D generic
E competitive
144 Т Using a name, symbol, logo or design to identify a product.
A branding
B premium
C leader
D generic
E flagship
145 Т This type of brand is luxurious and more expensive than some similar products.
A branding
B premium
C leader
D generic
E economy
146 Т The best selling brand in a product category is the brand ________.
A branding
B premium
C leader
D generic
E economy
