SECTION B:
TRUE OR FALSE:
(10 X 2 marks)
20 MARKS
For each of the sentences given below indicate as to whether the statement is TRUE or
FALSE
1,
Smart marketers look beyond the attributes of the products and services they
sell. They create brand experiences for consumers.
2:
Marketing management is not always interested in serving every customer in
every way to remain competitive in today's markets.
3.
The selling concept holds that it is important to have a likable sales staff in order
to insure that customers will buy your product.
4,
The major difference between customer-driving marketing and customer-driven
marketing is that the former considers only existing needs.
5.
Because they are usually dated, your competitors' annual reports, press releases,
business publications, trade show exhibits and print advertisements are not very good
sources of marketing intelligence information.
6.
Marketing research systematically designs, collects and reports data directly
relevant to a specific marketing situation facing the organisation.
7.
A person's buying choices are further influenced by four major psychological
factors: motivation, perception, learning, and beliefs and attitudes.
8.
A motive exists when consumers are highly involved with an expensive,
infrequent or risky purchase but see little difference among brands.
9.
Perception is the process by which people select, organise and interpret
information to form a meaningful picture of the world.
10. _‘It is probably best for those firms with limited financial and personnel resources
to avoid concentrated or niche marketing until resources can be built up.