{ A ,•

DANKWA KOFI ASARE\

GOOD LUCK

UNIVERSITY OF GHANA
(All Rights Reserved)
BACHELOR OF SCIENCE & BACHELOR OF ARTS
DEPARTMENT OF DISTANCE EDUCATION
· MKTG 301: PRINCIPLES OF MARKETING (3 CREDITS)
SUPPLEMENTARY RE—SIT 2021/2022

TIME ALLOWED: TWO HOURS

1NSTRUCTIONS: ANSWER ALL QUESTIONS IN SECTION A AND

ONE OTHER
QUESTION IN SECTION B. ALL QUESTIONS SHOULD BE
ANSWERED ON THE
QUESTION PAPER
SECTION A

l. The study of human populations in terms of size, density, location,

age, gender, race,
occupation, and other statistics is called:
a. Demography.
b. Geothermy.
c. Ethnography.
d. I—lemos—popography.
2. have formal authority to select the supplier and arrange terms of
purchase
a. Buyers
b. Deciders
c. Gatekeepers
d. lnfluencers
e. Users

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 3. The groups within a company such as top management, finance, and R&D are called the

a. internal environment
b. diversity
c. culture
d. climate
e. range r
4. Which ofthe following do suppliers NOT provide marketers within your firm?
a. the funding for your pay checks
b. insight into trends and competitors
c. partners in creating and delivering customer value
d. resources to produce products and services
e. B and D
5. Nothing happens until people buy something, and they cannot do so without access to
products. Which ofthe following move the product from producer to buyers?
a. physical distribution firms
b. financial intermediaries
c marketing service firms
d. resellers
e. modified re—buyers
6. Banks, credit companies, insurance companies, and other businesses that help finance
transactions or insure against the risks associated with the buying and selling of goods and
services are referred to as .
a. financial intermediaries
b. physical distribution firms
c. marketing service agencies
d. resellers V
e. wholesalers

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7. God’s General clothing store sells retro—fashion items to college undergraduates in University
of Ghana, Legon. What market does the store service?
a. consumer
b. reseller
c. government .
d. business
e. marketing intermediary
8. Which type of market buys goods and services to transfer them to others who need them?
a. government
b. reseller
c. wholesale
d. consumer _
F
e. retail
9. Any group that has an actual or potential interest in, or impact on, an organization’s ability to
achieve its objectives is a within that company’s marketing environment.
a. public
b. audience
c. market
d. team
e. intermediary
IO. Which type of public is a television station that carries news, features, and editorial opinions
about your area?
a. local '

b. media
c. citizen-action
d. financial
e. regional

F
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 l l. A consumer organization, environmental
firm’s stand on a local issue. This is an group, or minority group has challenged your
example ofa .............public.
a. general
b. local
c. government
d. citizen-action
e. media
I2. Your advertising agency is currently
researching the gender, education, location,
occupations of your target market. What is this age, and
environment called?
a. geographie
b. psychographic
c. VALS
d. demographic
e. product—use
I3. households are now growing faster than
households.
a. Non—traditional; traditional
b. Large; traditional
e. Non-traditional; smaller
d. Traditional; non-traditional
e. Male-dominant; female—dominant
14. The environment consists of factors that affect
spending patterns. consumer purchasing power and
a. economic
b. political-legal
c. technological
d. social—cultural
e. natural

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 I5. This group must stick close to the basics of food, clothing, and shelter and must try hard to
save.
a. working class
b. lower—middle class
c. middle class
d. lower class
e. lower-upper class
I6. With regards to the natural environment, the major trend of interest to marketers is the

a. shortages of raw materials

b. number of protestors against misuse
c. increases in recycling
d. all ofthe above
e. none ofthe above
I7. The natural resources that are needed as inputs by marketers or that are affected by marketing
activities are referred to as the .
a. natural environment
b. raw material market
c. endangered environment
d. green movement
e. factors of production
I8. You manufacture and market pesticides and fertilizers. Which ofthe following natural
environment trends should you be concerned about?
a. shortage of raw materials
b. increased pollution
c. increased government Intervention
d. increased acid rain
e. all ofthe above

i
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19. Which ofthe following represents the most dramatic force shaping a marketer’s destiny?
a. partnership marketing
b. natural environment
c. legaI—political environment
d. deregulation
e. technological environment
20. New technologies create new opportunities and new .
a. markets
b. services
c. products
d. means of financing purchases
e. both A and C
21. Marketers are aware of laws, government agencies, and pressure groups that influence or
limit various organizations and individuals in a given
V society. We call this the
environment.
a. legal-cultural
b. socio-legal
c. political
d. legal-technological
e. economic
22. As marketing manager for BoomBees Industries, you should be aware that legislation
affecting business around the world will continue to .
a. exist
b. increase
c. remain steady
d. decrease
e. threaten the Ghanaian domestic economy

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 23. Business legislation has been created for three basic reasons: to protect companies from each
other, to protect the interests of society, and to .
a. regulate prices
b. protect consumers
c. increase world trade
d. regulate monopolies
e. promote social responsibility
24. A society’s institutions and other forces that shape its basic values, perceptions, preferences,
and behaviours are it’s ...,............environment.
a. social
b. cultural
c. socio-cultural
d. cultural-economic
e. natural
25. l\/Iarketers must understand that a society’s core beliefs and values have a high degree of

a. similarity
.
b. rigidity
c. persistence
d. ethnocentrism
e. conformity
26. People’s orientation to their society influences their attitudes toward the market_place
and
their consumption __.
a. habits
b.needs
c. patterns
d. wants
e. desires

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27. Rather than feeling controlled by nature or having a need to control it, some people feel in
harmony with nature. This has led to a growth in the ................... market.
a. fuel—efficient car
b. alternative medicine
c. organic food
d. natural fibers
e. all ofthe above
28. lndividuals are bringing their spiritual awareness to the .........,........ they buy.
a. styles
b. products
c. brands
d. benefits
e. all ofthe above
29. l\/Iarketers can take by taking aggressive action to affect the publics and forces in
their marketing environments.
. a. an environmental perspective
b. a proactive stance
c. a natural perspective
d. a natural management perspective
V l
e. a relationship-building perspective
30. The macro environment consists of larger societal forces that affect the microenvironment,
such as demographic, economic, political, and cultural forces.
a. True
b. False
3 l. The microenvironment consists ofthe factors close to the company that affect its ability to
service its customers, such as suppliers, customer markets, competitors, and publics.
a. True
b. False

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a.False
b.True _
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32. Marketing research firms, advertising agencies, media firms, and marketing consulting firms
are referred to as marketing intermediaries.

33. Marketers must increasingly consider the special needs oftraditional households because

a.Fal s e
they are now growing more rapidly than non—traditional households.

b.True
34. The significant trends in the natural environment include shortages of raw materials,

a.Trb. Falusee
increased pollution, and decreased government intervention.

35. The difference in the cultural environment between core values and beliefs and secondary

a.Trb. Falusee
values and beliefs is that the former are more open to change.

a.Cust
b.Pr o f o
i t mer needs
36. The basic concept in the field ofmarketing revolves around .

c.Sat i s f a ct
d.Products andservices i o n
37. As a new assistant marketing manager trainee, you learned in an orientation meeting that

a.b. Want s
........... are the form human needs and they are shaped by culture and individual personality.

Demands _
d. Motives
c. Self —concepts
P
e. Marketing

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38. One main difference between business markets and consumer markets is ...............
a. All below
b. Nature ofthe buying unit
c. Types of decisions
d. l\/larket demand
39. A ...,.. is a need that is sufficiently pressing to direct the person to seek satisfaction:
a. demand
b. want
c. motive
d. requirement
40. Customer satisfaction depends on the product’s perceived value relative to the
buyer’sa.
Expectation
b. Cost of obtaining the product
c. Cost of competing products
d. Income
4l. People who control access to information or to other people are known as .............
a. Gatekeepers
b. Deciders
c. lnfluencers
d. Buyers
e. lnitiators
42. I\/lost large companies research on buying decisions to find out what they buy,
where they buy, how and how much they buy, when they buy, and why they buy.
a. Consumer
b. Permanent
c. l\/larket
d. Social
e. Group

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43. Which ofthe following is NOT a marketing stimulus considered one of the four Ps?
a. packaging
b. product
c. price
d. promotion
e. place
44. Many factors come together to develop a person’s wants and behaviour, The most significant
ofthese is .
a. culture
b. brand personality
c. cognitive dissonance
d. new product
e. selective perception
45. are society’s relatively permanent and ordered divisions whose members share
similar values, interests, and behaviours.
a. Social classes
b. Purchase decisions
c. Perceptions «
d. Attitudes
e. Lifestyles
46. ln measuring social class in a society is less considered
a. number of children in the family
I
b. education
c. income
d. occupation
e. house type

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47. are people within a reference group who, because of special skills, knowledge,
personality, or other characteristics, exert intiuence on others.
a. Opinion leaders
b. Habitual buyers
c. Charismatic personalities
d. Perfectionists
e. Wild ducks
48. A buyer’s decisions are influenced by personal characteristics such as all ofthe following
EXCEPT .
a. the buyer’s age at retirement
b. the buyer’s age
c. the buyer’s life-cycle stage
d. the buyer’s economic situation
e. the buyer’s occupation
49. People change the goods and services they buy over time because of two important factors.
They are .
a. age and life-cycle stage
b. perception and personality
c. beliefand attitude
d. groups and learning
e. family and tradition
50. Lifestyle is a person’s pattern ofliving as expressed in his or her l
.
a. psychographics
b. culture
c. personality
d. motive
e. social class

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a.motive
5l. A person’s
event ual satisfaction.
b. personality
c. culture
d. drive
e. A and D
52. l\/laslow’s theory is that human needs are arranged in a
the bottom to the least pressing at the top.
l
is a need that is sufficiently pressing to direct their actions to seek

from the most pressing at

a. hierarchy
b. culture
c. perception
d. social class
e. complex
53. A buying behaviour where the individual purchases a high value brand and seeks a lot of
information before the purchase is made:
a. Complex
b. Habitual
c. Variety
d. Dissonance
54. The first stage in the buying process is
a. Need recognition
b. Evaluation of alternatives
c. Search for information
d. Purchase decision

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55. The Last stage in the buying process is
a. Post purchase behaviour
b. Evaluation of alternatives
c. Search for information
d. Purchase decision
56. Consumer purchases are infiuenced by cultural, , personal, and psychological
characteristics.
a. Social
b. Cost
c. Health
d. Profit
e. Technological
57. A person’s is his/her unique set of psychological characteristics that are
relatively consistent with lasting responses to one’s own environment.
a. Personality
b. self- concept
c. Lifestyle
d. Self- esteem
e. Perception
58. The most basic concept underlying marketing is that of
a. Human needs
b. Products
c. Profits
d. Services

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 59. People who have formal or informal power
to select or approve the final suppliers are
a. Deciders
b. lnfluencers
c. Gatekeepers
d. Buyers
e. lnitiators
60. People who often help define specifications and
also provide information for evaluating
alternatives are
a. lnfluencers
b. Gatekeepers
c. Buyers
d. lnitiators
e. Deciders
l
6l. is when consumers are highly involved with
risky purchase but see little difference among brands. an expensive, infrequent, or
a. Dissonance
b. Habitual
c. Variety
d. Complex
62. Consumer purchases are influenced strongly
by the following except

b. Social
a. Height

c. Personal _
d. Psychological characteristics
e. cultural

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63. Maslow’s Hierarchy ofNeeds comprises of stages
a. 5
b. 4
c. 6
d. 7
64. is when consumers have little involvement in a product category and they simply
go to the store and reach for a brand
a. Habitual buying behaviour -
b. Complex
c. Opinion Leader
d. Dissonance · .
e. Impulse buying
65. Cognitive dissonance occurs in which stage ofthe buyer decision process model?
a. Post purchase behaviour
b. Information search
c. Evaluation of alternatives
I
d. Need recognition
66. That the company that overlooks new and better ways to do things will eventually lose
customers to another company that has found a better way of serving customer needs is a major
tenet of:
a. Innovative marketing.
b. Consumer—oriented marketing.
i
c. Value marketing.
d. Sense—Of-Mission Marketing.
67. describes changes in an individual's behaviour arising from experience.
a. Learning
b. Motivation
c. Perception
d. Modelling _

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 68. The second stage in the Consumer Buyer Decision Process is
a. Information Search
b. Need recognition
c. Purchase decision
d. Evaluation ofalternative
69. Cognitive dissonance is buyers’
a. Discomfort
b. Satisfaction
c. Perception
d. decision making
70. The following are examples of consumer’s economic situation
except
a. Psychology
b. Savings
c. Interest rate
d. income

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SECTION B
XNSTRUCTIONS: ANSWER ONLY ONE QUESTION IN THIS SECTION
You are one ofthe presenters in an industry workshop, explain 5 steps involves in
business buying
process to the participants (30 marks)

As a guest speaker to seminar series on the importance of customer centered marketing

explain the
evolution ofthe Marketing Concept to your audience. (30 marks)

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