1. The positioning strategy "proposing a solution to the problem" is a strategy ...
* which is based on a certain image, lifestyle of consumers
* according to which the buyer purchases a product not for consumption, but for the purpose of solving a certain problem
* which focuses on the distinctive properties of a branded product
2. Customer value includes factors such as ...
* product value
* value of related services
* time spent
* value of staff
*money spendings
3. The Marketing Concept "Product Improvement" is that the main efforts are focused on ...
improving the efficiency of the distribution system
constant improvement of goods
sales and customer promotion
identifying the needs and requirements of target markets and ensuring desired satisfaction
4. The concept of targeted marketing is that the main efforts are focused on ...
* production improvement
* constant improvement of goods
* identifying the needs and requirements of target markets and ensuring the desired satisfaction
* identifying the needs, requirements and interests of target markets and ensuring desired satisfaction while maintaining or enhancing the well-being of the consumer and society as a whole
5. For strategic planning you need ... type of analysis
*logistic
*interior
*external
6. Indicators such as ... refer to the qualitative indicators of the target market
* structure of customer needs
* rate of market change
* market size
* ways of obtaining information by the consumer
7. The result of market segmentation can be considered ...
* target segments
*sales program
* market assessment
* basic suggestions for improvement
8. The strategy of the functional specialist is ...
* a strategy involving a large assortment of goods in various markets, not related to each other
* strategy of a specialist striving for a high market share in a well-defined niche
* a strategy that focuses on one function but serves a wide range of clients
9. In the Media Plan, companies usually describe ...
* promotional activities
* calendar schedule
* target audience
*budget
10. The communication policy includes ...
* advertising
* promotions
* calculation of logistics costs
*the financial analysis
11. Trade marketing tools include ...
* motivation of own staff of sales department
* motivation of experts
* viral marketing
12. Among the components of the matrix for the distribution of regions into categories (Peter R. Dixon) -…
* current sales
* activity of competitors
*advertising
* market size
* promotions
13. There are such ways of changing the price as ...
* change in the quantity of goods or services provided by the seller
* change in the quality of the provided product or service
* change in discounts and markups applied for different purchase volumes
* change of the form of payment
* rising costs
* profit growth
14. Strategies according to I. Ansoff´s matrix include ...
* product development
* diversification
* aggressive growth
15. Among those who can participate in the expert definition of consumer segments as experts are specialists in ...
* Supply
* marketing
* sales
* logistics
16. The concentration strategy is ...
* a strategy involving a large assortment of goods in various markets, not related to each other
* strategy of a specialist striving for a high market share in a well-defined niche
* a strategy that focuses on one function but serves a wide range of clients
17. The role of marketing communications - in ...
* motivation to take action, i.e. shopping
* profit calculation
* unique selling proposition (advantage) over analogues, benefit for the client
18. The effectiveness of marketing activities is assessed by ...
sales results
overall positive assessment
return on marketing investment
19. The list of strategies according to the "product - market" matrix includes the strategy "..."
aggressive growth
keeping a share
choosing another direction
eping a share
choosing another direction
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