Marketing Management: practice questions

6 questions · 12 marks · free, no account · Read the notes first

1. Question 1Multiple choice · 1 mark

   A new bubble tea chain sets very low prices when it opens to attract customers quickly. This is

   A

   price skimming.

   B

   penetration pricing.

   C

   cost-plus pricing.

   D

   psychological pricing.

2. Question 2Multiple choice · 1 mark

   A researcher divides a population into age groups and then randomly selects respondents from each group. This sampling technique is

   A

   simple random sampling.

   B

   convenience sampling.

   C

   stratified random sampling.

   D

   cluster sampling.

3. Question 3Multiple choice · 1 mark

   A hotel room that is not sold tonight cannot be stored and sold tomorrow. This shows that services are

   A

   intangible.

   B

   inseparable.

   C

   heterogeneous.

   D

   perishable.

4. Question 4Multiple choice · 1 mark

   Which of the following is secondary data?

   A

   Population statistics from the Census and Statistics Department

   B

   A questionnaire survey of the company's customers

   C

   A focus group organised by the company

   D

   Observing shoppers' behaviour in the company's store

5. Question 54 marks

   A soft drink has reached the maturity stage of its product life cycle. Explain TWO strategies the company could use to extend this stage.

   Show worked solution

   Any TWO (2 marks each):

   • Modify the product: launch new flavours or a sugar-free version to attract health-conscious customers.
   • Find new markets or segments: sell in new regions or target older customers.
   • Find new uses: promote the drink as a mixer for meals and parties to raise consumption.
   • Change the packaging or promotion: new sizes, designs or campaigns to renew interest.
6. Question 64 marks

   A local café chain plans to launch a new plant-based lunch menu targeting young office workers. Explain how it could use TWO elements of the marketing mix.

   Show worked solution

   Any TWO, each linked to young office workers (2 marks each):

   • Product: quick, healthy set lunches with clear nutrition labels, because office workers have short lunch breaks and care about health.
   • Price: a set price close to competitors' lunches, or a launch discount to encourage first-time customers to try.
   • Place: promote the menu in branches near business districts and on food delivery apps used by office workers.
   • Promotion: advertise on social media platforms popular with young adults, or work with food influencers.