SATA TECHNOLOGY &BUSINESS COLLEGE (STBC)

FACULTY OF BUSINESS
TVET PROGRAM
DEPARTMENT OF MARKET
FINAL EXAM FOR TVET MARKETING STUDENTS
INSTRUCTOR: Tegegn T. Time Allowed: 1:30 Hr.
Exam Date: ____________ Max. Weight: 50%
Course Title: DME-Comm / PS&M/ Profile market Entry Year: 2016
Academic years: 2016 Program: REGULAR

Name: ____________________________ID. No __________SEC

 INSTRUCTIONS
 First switch off or silent your mobile
 Cheating on the exam will make your grade F
 Please put your answer on provided space only
 Check the question it contains 4 different instruction
PART I WRITE ‘TRUE” FOR THE CORRECT STATEMENTS OR “FALSE” FOR THE
INCORRECT SENTENCES ON THE SPACE PROVIDED (10PTS)

1. Segmentation refers to the process of dividing your audience into smaller groups based on
certain characteristics.
2. Market access is the ability of a company to sell its products and services in a foreign market.
3. Target market is a group of existing or potential customers within a particular product market
towards which an organization directs its marketing efforts.
4. Market segmentation refers to evaluating each market segments attractiveness and selecting
one or more of the segments to enter.
5. Target marketing begins with positioning and ends with segmentation.
6. A market positioning refers to a set of characteristics or attributes relating to a target
population in business.
7. Geographic profiling defines your customers by their physical location and where they shop.
8. A marketing plan is a strategic roadmap that businesses use to organize, execute, and track
their marketing strategy over a given period.
9. Repositioning is usually done due to declining performance or major shifts in the
environment.
10. Positioning by Product quality is associating your brand/product with competitive pricing.

PART II CHOOSE THE CORRECT ANSWER FOR THE QUESTION FROM THE
GIVEN ALTERNATIVES (15%)
1. The activity for creating, communicating, delivering, and exchanging offerings
that benefit the organization, its stakeholders, and society at large is referred to
as .
A. Marketing C. Advertising and promotion
B. Creative planning D. Consumerism
2. What are the two central concerns of marketing?
A. Establishing market share and making profits
B. Holding down costs and increasing profits
C. Finding customers and making profits
D. Discovering and satisfying needs
3. The idea that an organization should strive to satisfy the needs of consumers
while also trying to achieve the organization's goals reflects the ____________.
A. Concept of synergy C. Marketing concept
B. C. Principle of consumerism D. Societal marketing
concept
4. One of the more specific groups of potential consumers toward which an
organization directs its marketing program is referred to as a ______________.
A. Mass market C. Market aggregation
B. Target market D. Promotional market
5. The marketing strategy of developing new products and selling them in new
markets is referred to as
A. Product penetration B. Market development
B. Diversification D. Market penetration
6. The description of a population according to selected characteristics such as age,
gender, ethnicity, income, and occupation is referred to as ___________.
A. Prospecting C. Behavioral analysis
B. Statistical analysis D. Demographics
7. A favorable attitude toward and consistent purchase of a single brand over time
is referred to as
A. Brand bias C. Brand loyalty
B. C. Behavioral loyalty D. Consumer allegiance
8. A good, service, or idea consisting of a bundle of tangible and intangible
attributes that satisfies consumers and is received in exchange for money or
something else of value is referred to as
A. A consumer good C. A product
B.A stock item D. Merchandise
9. What is the term used to refer to intangible activities or benefits that an
organization provides to satisfy consumers' needs in exchange for money or
something else of value?
A. Services C. Enhancements
B. Marketing activities D. Customer facilitation
10.Any container in which a product is offered for sale and on which information is
communicated is referred to as _.
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 A. Product display C. Merchandising
B. Packaging D.A storage unit
11. Which of the following is an example of a marketing “SWOT” analysis?
A, Selling products at discounted prices
B, Identifying strengths, weaknesses, opportunities, and threats
C, Developing a new advertising campaign
D, Conducting customer satisfaction surveys
12. Which marketing concept focuses on the idea of “meeting the needs and
wants of customers better than the competition”?
A, Production concept C, Product concept
B, Selling concept D, Marketing concept
13. What type of marketing involves creating and sharing online content to
attract and engage a target audience?
A, Guerrilla marketing C, Content marketing
B, Viral marketing D, Influencer marketing
14. Which of the following is an example of a demographic segmentation
variable?
A, Lifestyle C, Personality traits
B, Geographic location D, Age
15. Which stage of the buyer’s journey involves the customer making a
decision to purchase a product or service?
A, Awareness C, Consideration
B, Decision D, Loyalty
16. What term refers to a group of potential customers who share common
characteristics and are likely to respond to marketing efforts in a similar
way?
A, Target market C, Marketing segment
B, Market niche D, Consumer base
17. What is the process of influencing the perceived value of a product or
service in the minds of customers called?
A, Branding C, Positioning
B, Segmentation D, Benchmarking
18. Which stage of the buyer’s journey involves the customer becoming aware
of a problem or need?
A, Awareness C, Consideration
B, Decision D, Loyalty
19. Which marketing approach emphasizes creating a unique product or service
and then finding the right target audience for it?
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 A, Product orientation C, Market orientation
B, Customer orientation D, Sales orientation
20. What skill is important for negotiating contracts and agreements in
marketing?
A, Sales skills C, Analytical skills
B, Presentation skills D, Negotiation skills
PART III: FILL THE CORRECT TERM IN THE BLANKSPACE (10%)

1. ____________________ refers to a set of characteristics or attributes relating

to a target population; in business
2. ____________________are traits and personality markers that affect the
behaviours, experiences and purchasing decisions of customers.
3. __________________ is a strategic roadmap that businesses use to
organize, execute, and track their marketing strategy over a given period.
4. __________________ is a data-driven document that describes your current
customers.
5. _________________________The market is segmented on the basis of
volume or quality of purchase.

PART IV: Discuss briefly accordingly with the questions (10%)

1. What are the three components of Tri-component Model attitude ?
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2. Write at least four Characteristic of good market segmentation?

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3. What are the different variables used to segment the consumer markets.
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