Associate Certificate Test

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Question 1 of 30

1. Question

(Single Choice) A strategy of increasing a customer’s share of wallet could involve:

a) Helping a customer by satisfying other unfulfilled needs they have
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b) Providing an additional solution to the customer
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c) Selling additional products/services to the customer
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d) Increasing the price of the solution
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e) A, B and C above
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Question 2 of 30

2. Question

(Single Choice) Distinctive Competitive Advantage refers to:

a) What an organization excels at with its customers
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b) Competing with others
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c) Having a disadvantage
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d) Not being competitive
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e) Being distinctive
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Question 3 of 30

3. Question

(Single Choice) A company’s mission is:

a) The CEO’s financial goal
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b) What the finance department requires
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c) The overriding purpose of an organization
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d) Something just for the marketing department
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e) None of the above
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Question 4 of 30

4. Question

(Single Choice) A marketing objective could be any one of the following:

a) Increasing market share by 10%
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b) Improving the customer retention by 50%
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c) Increasing retailer penetration by 20%
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d) Improving segment profitability by 15%
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e) All of the above
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Question 5 of 30

5. Question

(Single Choice) Awareness and Interest could be included in:

a) Marketing objectives
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b) Financial objectives
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c) Production objectives
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d) Marketing Communications objectives
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e) None of the above
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Question 6 of 30

6. Question

(Single Choice) In the planning process, strategy refers to:

a) How we got there?
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b) How do we get there?
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c) Where are we now?
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d) How do we know we are getting there?
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e) Both B & C
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Question 7 of 30

7. Question

(Single Choice) Porter’s original generic strategies refer to:

a) Growth, development and decline
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b) Penetration, Market Development and Diversification
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c) Niche, Differentiation and Cost leadership
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d) Segmenting, targeting and positioning
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Question 8 of 30

8. Question

(Single Choice) The mission of an organization can be referred to as:

a) The journey of the company
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b) The over-riding purpose of the company
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c) The vision of the company
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d) The objectives of shareholders
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e) The main religion of the staff in the organization
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Question 9 of 30

9. Question

(Single Choice) A pricing tactic that sets a price to simply survive in the market refers to:

a) Price premiums
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b) Price skimming
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c) Survival pricing
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d) Promotional pricing
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e) None of the above
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Question 10 of 30

10. Question

(Single Choice) A company decides its selling price by adding a margin to its cost. This is referred to as:

a) Cost plus pricing
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b) Competitor pricing
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c) Retailer pricing
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d) Dealer pricing
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e) B and D
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Question 11 of 30

11. Question

(Single Choice) Air India’s tactic to offer unique pricing for different segments can be referred to as:

a) Preferential pricing
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b) Bargaining pricing
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c) Differential pricing
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d) Manipulative pricing
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e) All of the above
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Question 12 of 30

12. Question

(Single Choice) Apple sets the price high for new products that they launch. This tactic is called:

a) Price flying
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b) Price skimming
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c) Price revival
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c) Price penetration
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d) All of the above
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Question 13 of 30

13. Question

(Single Choice) PPC advertising is growing due to the ability to measure responses. PPC refers to;

a) Pay per Consumer
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b) Pay per country
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c) Pay per company
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d) Pay per click
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e) Pay per community
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Question 14 of 30

14. Question

(Single Choice) Distribution options open to a company include:

a) Door to door campaigning
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b) Intensive distribution
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c) Selective distribution
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d) Exclusive distribution
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e) B, C, D
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Question 15 of 30

15. Question

(Single Choice) Which of the following is a real marketing objective?

a) Increase training and development so that all staff are trained in planning
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b) Improve production capacity by 20% within 6 months
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c) Increase market share by 10% within 12 months
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d) Improve quality control within 12 months
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e) Increase price by 25%.
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Question 16 of 30

16. Question

(Single Choice) The extended marketing mix includes:

a) Product, Place and People
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b) Processes, Physical evidence and People
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c) Price, Place and Promotions
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d) Product, Promotion and Place
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e) People, Price and Product
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Question 17 of 30

17. Question

(Single Choice) A sales person setting his own sales forecast is referred to as:

a) Bottom–Up sales forecasting
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b) Top down sales forecasting
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c) Field forecasting
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d) Future forecasting
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e) None of the above
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Question 18 of 30

18. Question

(Single Choice) ‘A’ refers to what stage in the SOSTAC® Plan?

a) Alternatives
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b) Affiliates
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c) Acceleration
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d) Actions
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e) Added Value
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Question 19 of 30

19. Question

(Single Choice) The original 3Ms represent what:

a) 3 Managers (3 key managers)
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b) Men, Money & Motivation
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c) 3 Resources required in a plan
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d) Men, Money & Minutes
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e) C & D
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Question 20 of 30

20. Question

(Single Choice) The first “S” of the SOSTAC® planning model refers to:

a) Status quo
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b) Situation analysis
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c) Sensitivity analysis
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d) Skill analysis
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e) Sustainability Analysis
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Question 21 of 30

21. Question

(Single Choice) ‘Objectives need to be SMART’. In the acronym, M and T refer to

a) Manageable and Technical
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b) Methodology and Tactics
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c) Measurable and Time bound
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d) Meticulous and Targeted
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e) Money/Budget and Time Bound
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Question 22 of 30

22. Question

(Single Choice) In the SOSTAC® planning process internal analysis is important because:

a) Internal analysis must be completed before external analysis
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b) It evaluates past performance, current resources, competencies and internal challenges
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c) Internally the management needs to check the plan
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d) Internal analysis is easier to check
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e) It evaluates all your products
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Question 23 of 30

23. Question

(Single Choice) The external MACRO environment could be best analyzed using the:

a) SWOT
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b) Genera Electric Matrix
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c) PESTEL
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d) 7 S framework
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e) Google Analytics
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Question 24 of 30

24. Question

(Single Choice) Which of the following is used in the Situation Analysis of SOSTAC® to analyse a product portfolio’s impact on cash flow?

a) BCG matrix (Boston Consultancy Group)
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b) GE matrix (General Electric)
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c) Value chain
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d) SWOT
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e) Customer Insights
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Question 25 of 30

25. Question

(Multi Choice) What are SOSTAC® Plan’s two greatest benefits when writing plans:

a) Makes the plan bigger
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b) Makes the plan robust and clear
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c) Makes the plan fit with local regulations
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d) Reduces the size of the plan
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e) Gives the plan a simple and solid logic
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Question 26 of 30

26. Question

(Single Choice) A 4th M might be

a) Manufacturing capacity
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b) Mega ego
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c) Meta data
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d) Mega data
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e) C & D
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Question 27 of 30

27. Question

(Single Choice) The model used in SOSTAC® to identify the variance between stated objectives of a plan and actual results is referred to as the:

a) BCG matrix
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b) Shell Matrix
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c) Gap Analysis
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d) Value chain
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e) Actual Variance
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Question 28 of 30

28. Question

(Single Choice) ‘Industry Sector’ is a segmentation variable applicable to analyzing:

a) Loyal customers
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b) B2B customers
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c) B2C customers
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d) Regional customers
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e) Industry size
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Question 29 of 30

29. Question

(Single Choice) A “Niche” is best explained as;

a) An exclusive specialized group of customers
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b) A mass group of customers
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c) A regional group of customers
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d) An individual customer
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e) A small cluster of customers each with very different needs
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Question 30 of 30

30. Question

(Multi Choice) Customer life-time value is important to management because it:

a) Helps to determine how much customer service they will need during their life
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b) Helps to assess the potential lifetime value of a customer over an estimated time
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c) Helps to analyze the customer’s satisfaction levels
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d) Helps to analyze and identify wealthy customers
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e) Ensures you consider long term customer relationships v short term sales
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