Bcom Bachelor of Commerce Bachelor of Commerce: Marketing 2

Question 1

A company uses different prices for the same product in different market segments. This strategy is called:

Accepted Answer

Price discrimination

Answer

Price discrimination involves charging different prices to different customer segments based on their willingness to pay.

Question 2

Which element of the promotional mix involves non-paid, non-personal communication about a company through media coverage?

Accepted Answer

Publicity

Answer

Publicity is earned media coverage that is not directly paid for by the company, unlike advertising.

Question 3

A brand that commands higher prices due to consumer perception of superior quality is said to have:

Accepted Answer

Brand equity

Answer

Brand equity is the added value a brand name gives to a product beyond its functional benefits.

Question 4

In the consumer decision-making process, the stage where a buyer recognizes a gap between their actual and desired state is called:

Accepted Answer

Problem recognition

Answer

Problem recognition is the first stage of the buying process, triggered when a consumer identifies a need or want.

Question 5

A marketing channel that eliminates all intermediaries between the producer and final consumer is called:

Accepted Answer

Direct channel

Answer

A direct channel has zero intermediaries, with the producer selling straight to the end consumer.

Bcom Bachelor of Commerce Practice Test