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Advanced Wealth Management Course (IIBF) - Paper 2
Ch 2: Marketing - The Starting Point
Q
1
.
Which of the principle is not correct in the marketing concept?
All marketing activities in an enterprise need to be organizationally coordinated.
The goal of the enterprise needs to be profitable sales volume.
All company planning and operations need to be customer focused.
None of the above
Q
2
.
The basic elements of the marketing mix is/are:
Product
Promotion
Place
Price
All of the above
Q
3
.
The marketing mix can also be called the controllable variables of market.
True
False
Q
4
.
The product planning process includes:
Branding
Quality
Both (a) & (b)
Advertising
Q
5
.
Primary data is information that has already been collected and used for other purposes and may be collected from sources both internal or external to the organization.
True
False
Q
6
.
(I) The process of collecting secondary data is sometimes referred to as ‘desk research’. (II) Secondary data can be gathered much slower and at far more expense than primary data.
Both the statements are correct
Only statement (I) is correct
Only statement (II) is correct
Both the statements are wrong
Q
7
.
(I) Observation research involves the systematic recording of behavior and events as they occur. (II) The major advantage of surveys is their flexibility and adaptability in many different situations.
Both the statements are correct
Only statement (I) is correct
Only statement (II) is correct
Both the statements are wrong
Q
8
.
External influences on a customer’s purchase decision are:
Attitudes of the customer’s reference group
Social norms, roles, values
Both (a) & (b)
Cultural differences
All of the above
Q
9
.
The feeling of ‘post-purchase’ discomfort in psychological terms is called ‘cognitive dissonance’.
True
False
Q
10
.
Marketing research is important because of:
Shorter product life cycles
More complex markets
Globalization of markets
Both (b) & C)
All of the above
Q
11
.
Relationship marketing is the process of building long-term relationships with customers, as organizations aim to move prospective customers to become advocates.
True
False
Q
12
.
Food and water are _____________ needs.
Safety needs
Physiological needs
Self-esteem needs
None of the above
Q
13
.
Individual influences on purchase decisions is/are:
Motivation
Perception
Learning
All of the above
Q
14
.
Disadvantages of the Web as a research method include inaccurate responses and non-representative samples because of the demographics of Internet users.
True
False
Q
15
.
The step/s you would take of establishing a marketing research program for your organization:
Define objectives
Conduct exploratory research
Design actual research program
Analyze & evaluate results
All of the above