Marketing Questions and Answers

1. Multiple Choice
Questions in Marketing
580 Frequently asked
questions are
answered.
Book by
Maxwell Ranasinghe
M.A( Interdisciplinary Studies) York, CPM ( Marketing) New Haven,
BSc.( Business Administration) USJP, Attorney at Law.

2. I have taught marketing for last 20 years in number of
universities and professional institutes. Further I have
conducted various marketing and management related
workshops to the corporate sector.
MCQs are now a very important part of marketing
examinations all over the world. As such, I wrote this book on
Multiple Questions to help students in passing exams.
I gathered question papers on MCQs of many universities, and
professional institutes
I analyzed more than 1600 questions and found that there are
a set of questions that are frequently asked. It came to around
580 questions, and I answered all these questions in my e-
book.

3. • The questions and answers discussed in the book cover a
standard syllabus of marketing in Diploma, Undergraduate
and Graduate level courses
• I have discussed MCQs by categorizing it to 12 categories
namely - Introduction to Marketing, Marketing
Environment, Marketing Mix, Marketing Research,
Consumer Behavior, Segmentation, Targeting and
Positioning, Product , Price, Distribution, Promotion ,
Marketing Planning and Information and Communication
Technology for Marketing. As such there are 12 chapters to
the book.
• I decided to select 20 MCQs from each chapter and make
12 presentations
• As such, you will be able to view 12 presentations in this
series and to learn 240 MCQs out of 580 MCQs in my book

4. Now take a piece of paper and a pen, get ready for
an MCQ Exam
In this
presentation I
will discuss 20
MCQs selected
from Chapter 4
of my book
Market
Segmentation

5. 1. What are markets?
1. A GEOGRAPHICAL PLACE WHERE
BUYERS AND SELLERS GATHER
2. OPEN PLACES WHERE ANYBODY
CAN BUY AND SELL
3. PEOPLE WITH NEEDS AND WANTS,
WILLING TO BUY THEM AND HAVE
THE ABILITY TO BUY AND CONNECT
WITH SELLERS
4. COMPETITIVE PLACE WHERE
SELLERS TRY TO PERSUADE BUYERS
BUY THEIR PRODUCTS

6. 2. Which
one of the
following
is untrue?
1. Markets could be present market or
future markets
2. Markets may have customers and
consumers
3. Markets could be past market or
present market
4. Markets could comprise of individuals
or organizations

7. 3. If a company
designs a product
to appeal to
larger number of
buyers and uses
channels of
advertising that
covers a larger
audience,
1. It is offering a product to
the Mass Market
2. It is offering a product to a
segment of the market
3. It is offering a product to a
niche market
4. It is offering a product to
General Market

8. 4. One of the
issues with
offering a
product in
general for a
mass market is,
• 1. A company cannot have a higher profit
margin
• 2. A company will have to mark very
competitive price
• 3. A company will have issues with
distribution
• 4. A company may not be able to compete
with more focused competitors who supply
different types of products

9. 5. Segmentation is,
1. Identifying
customer
groups
1
2. Categorizing
customers as
per their ability
to purchase
2
3. Classifying
customers into
prospects and
non-prospects
3
4. Classifying
customers with
similar needs
and wants
4

10. 6. Mass customization is,
1. Identifying each and
everyone’s need separately
and serve different products
to them
2. Understanding the
customers in a larger market
3. Offering a common
product to all the customers
4. Distributing products in
mass scale

11. 7.
Segmentation
comes in
between,
1. Mass market and Niche market
2. Mass market and Competitive
market
3. Mass market and Mass
customization
4. Competitive market and non-
competitive market

12. 8. Which one of
the following
statements is
untrue with
regard to Niche
market?
1. A niche market more narrowly defines
group, seeking distinctive mix of benefits
2. Niche market mainly exists for luxury
goods
3. It is typically a small market whose needs
are served in a segmented market
4. Niche market could be identified within a
segment by sub dividing the segment again

13. 9. Ultimate
level of
segmentation
is to,
1. Have one customer per
segment
2. Have only the high buying
potential customers
3. Have customers always
loyal to the company products
4. Have customers who buy
their products frequently

14. 10. Benefits of
segmentation
allows to,
1. Understand the customer
better
2. Understand the competitor
better
3. Both 1 and 2 are incorrect
4. Both 1 and 2 above are true

15. 11. If a market
is segmented
well, it should
be,
• 1. Measurable, substantial, accessible and
differentiable
• 2. Measurable, accessible and profitable
• 3. Meaningful, manageable, and accessible
• 4. Measurable, understandable and
controllable
•

16. 12. Geographic
segmentation is
dividing the
market into
categories such as,
• 1. Nationality, Countries, Regions
and Density
• 2. Countries, Regions, Religion
and Family Size
• 3. Countries, Regions, Density
and Climate
• 4. North- South, Cold- Topical
and Generation

17. 13. Family size and
occupation fall
under,
1. Demographic segmentation
2. Demographic and geographic
segmentation
3. Psychological segmentation
4. Behavioral segmentation

18. 14. A company wants to
carry out segmentation
on the criteria of benefit
and occasion. This is,
1. Psychological
segmentation
2. Behavioral
segmentation
3. Demographic
segmentation
4. Demographic
and
psychological
segmentation

19. 15. Psychographic
segmentation takes
the following into
consideration:
1. Life Style, Attitudes,
Values and Personality
2. Generation and Religion
3. Benefit and Occasion
4. Social Class and Level of
Education

20. 16. Criteria
for behavioral
(product
related)
segmentation
includes,
1. Quality, Service,
Durability and
Convenience Seekers
2. Usage Status,
Usage Rate, State of
Readiness to Buy
3. Attitude towards a
product such as
Positive, Negative,
Indifferent or Hostile
4. All of the above

21. 17. Logical sequence target market selection is,
1. Segmenting,
targeting and
understanding
the whole market
1
2. Understanding
market,
segmentation and
targeting
2
3. Targeting,
segmentation and
understanding
the market
3
4. Positioning,
Targeting and
Segmentation
4

22. 18. Once the
segmentation
is done, a
marketer can
offer products
to,
1. Single segment
2. Selective segments
3. Full market
4. All of the above

23. 19. If a marketer is offering different products to different segments, the marketer is
concentrating on,
1. Single segment
2. Selective specialization
3. Product specialization
4. Market specialization

24. 20. Benz is offering luxury cars to
the markets all over the world. It is,
• 1. Market specialization
• 2. Product specialization
• 3. Single segmentation
• 4. Full market coverage

25. • If you are interested in viewing the whole book, which has
580 Questions and Answers, please Log on to Amazon.com
and search
• “Marketing MCQs by Maxwell Ranasinghe”
• You can read the digital version free or download it by just
paying USD4.99
• I strongly believe it is a very good investment for you and I
also consider it as an appreciation of my work towards the
student community
• Next slide has the answers to the questions in this
presentation
• Answers to questions in this presentation appears on the
next slide

26. Answers
• 1-3 11-1
• 2-3 12-3
• 3-1 13-1
• 4-4 14-2
• 5-4 15-1
• 6-3 16-4
• 7-3 17-2
• 8-2 18-4
• 9-1 19-2
• 10-4 20-2