Test marketing additional materials. Product positioning is a change in assortment by product variation means

1. the amount of money a consumer can use to satisfy his needs
2. a need embodied in some particular form
3. a product that satisfies a consumer need
4. all answers are correct
5. no correct answer

2. Buyer's market determines the situation when the market is celebrated?

1. a large number of consumers
2. excess supply over demand
3. excess of demand over supply
4. all answers are correct
5. no correct answer

3. Demand for a product (service) as a category of marketing - is it?

1. need for a specific product
2. need for a product (service)
3. need for a product that can be paid for by the consumer
4. all answers are correct
5. no correct answer

4. In marketing, the product is understood as?

1. product of a commodity produced for exchange
2. physical object
3. a set of properties that solve consumer problems
4. all answers are correct
5. no correct answer

5. Varieties of the same product are?

1. competitors - desires
2. generic competitors
3. commodity competitors
4. competing queens
5. no correct answer

6. Any firm can influence the market?

1. through the 4P model
2. only advertising
3. only at the cost
4. only goods
5. no correct answer
6. all answers are correct

7. What is the main marketing mix?

1. macro environment
2. microenvironment
3. model 4R
4. marketing subjects
5. no correct answer
6. all answers are correct

8. Does the marketing mix include?

1. enterprise management
2. a set of tools (product, price, sales, promotion)
3. choice of conditions for the sale of goods
4. all answers are correct
5. no correct answer

9. The functional diagram of the organization of marketing services at the enterprise is formed according to?

1. geographical regions
2. types of markets
3. functions
4. product groups
5. otherwise

10. The marketing environment of the enterprise is?

1. part of his microenvironment
2. part of his macro environment
3. set of micro and macro environment
4. all answers are correct
5. no correct answer

11. Does the concept of the macro environment reflect?

1. forces that directly affect the activities of the enterprise
2. forces that do not affect the operation of the enterprise
3. forces affecting the microenvironment in which the manufacturer operates
4. all answers are correct
5. no correct answer

12. Is it the microenvironment of the firm?

1. product property set
2. forces and subjects that the firm can influence
3. forces and subjects that the firm cannot influence
4. no correct answer

13. Macroenvironment is a firm?

1. product property set
2. functional structures of the enterprise
3. formal and informal groups
4. forces and subjects that the firm can influence
5. forces and subjects that the firm cannot influence
6. no correct answer

14. 14. Not related to the microenvironment of the enterprise?

1. mass media
2. population of the whole country
3. trade organizations
4. all answers are correct
5. no correct answer

15. Contact audiences - is this?

1. entities that can affect the ability of the enterprise to achieve its goals
2. entities that directly come into contact with the enterprise and supply goods to it
3. entities that are in direct contact with the enterprise by purchasing its goods
4. no correct answer

16. "Philosophy of marketing" states that the goals of the organization can be achieved in the field?

1. production
2. distribution
3. meet the needs
4. implementation
5. all answers are correct
6. no correct answer

17. Favorable attitude of consumers to widespread and affordable goods (services) - is this the basis for the implementation of the marketing concept?

1. product improvement
2. (advertising)
3. all answers are correct
4. no correct answer

18. Orientation of the firm to profit mainly by increasing sales of manufactured goods (services) is typical for?

1. modern marketing strategies
2. production improvement strategies
3. all answers are correct
4. no correct answer

19. Is a strategy based on the assumption that consumers will buy only the highest quality goods (services) consistent with the marketing concept?

1. production improvement
2. modern marketing
3. product improvement
4. all answers are correct
5. no correct answer

20. According to the marketing concept, for effective functioning in a market economy, an enterprise should strive to obtain maximum profit from its activities at the expense of?

1. maintaining the maximum prices allowed by market conditions for goods (services)
2. maximum reduction of production costs
3. the best satisfaction of customer demand for goods in the most profitable way for the enterprise
4. all answers are correct
5. no correct answer

21. The concept of intensifying commercial efforts defines the purpose of marketing activities - increasing sales through?

1. use of intensive production technologies
2. sales promotion
3. meet consumer needs
4. all answers are correct
5. no correct answer

22. What concept states that consumers will favor goods and services that are widely available and affordable?

1. product improvement
2. intensification of commercial efforts
3. marketing
4. interaction marketing

23. Which concept states that consumers will favor superior goods and services, regardless of price?

1. production improvement
2. product improvement
3. intensification of commercial efforts
4. marketing
5. interaction marketing

24. What concept states that the desired sales volume cannot be achieved if there is no aggressive advertising?

1. production improvement
2. product improvement
3. intensification of commercial efforts
4. marketing
5. interaction marketing

25. What concept states that the goals of the organization can be achieved by meeting the needs in a more efficient way than competitors?

1. production improvement
2. product improvement
3. intensification of commercial efforts
4. marketing
5. interaction marketing

26. By the nature of the study, the goals can be?

1. office or field
2. promising or current
3. all answers are correct
4. no correct answer

27. According to the value of the research goals can be?

1. office or field
2. promising or current
3. exploratory, descriptive or experimental
4. all answers are correct
5. no correct answer

28. According to the sources of information, research can be?

1. office or field
2. promising or current
3. exploratory, descriptive or experimental
4. all answers are correct
5. no correct answer

29. Closed questions include?

1. sources of information
2. possible answers
3. secondary information
4. primary information
5. all answers are correct
6. no correct answer

30. What type of market research is the study of various reference books and statistical literature?

1. desk research
2. field studies
3. does not apply to research
4. all answers are correct
5. no correct answer

31. The totality of information about an object moving in a stable direction is?

1. database
2. information flow
3. marketing information system
4. all answers are correct
5. no correct answer

32. The purpose of the functioning of the marketing information system is?

1. creating a marketing plan
2. providing information for making managerial decisions
3. implementation marketing concept enterprise management
4. all answers are correct
5. no correct answer

33. What are the main processes that need to be organized for the functioning of a marketing information system?

1. collection, processing, analysis, transfer and storage of information
2. decision-making on enterprise management
3. marketing management decision making
4. all answers are correct
5. no correct answer

34. Are the following resources required for a marketing information system to function?

1. qualified personnel with the skills to collect and process information
2. methodological methods of working with information
3. office equipment
4. all of the above
5. no correct answer

35. Marketing information depending on the stage of processing can be?

1. external
2. interior
3. primary
4. all answers are correct
5. no correct answer

36. Does the marketing information analysis system include?

1. Database
2. system marketing information
3. bank of methods and models
4. all answers are correct
5. no correct answer

37. Model bank needed for?

1. performing statistical calculations
2. management decision support
3. simplified communication
4. all answers are correct
5. no correct answer

38. Is the product of the functioning of the marketing information system?

1. databases on the state of the marketing environment of the enterprise and marketing research reports
2. sources of primary and secondary information
3. bank of methods and models
4. all answers are correct
5. no correct answer

39. The company needs to estimate in percentage that part of the store visitors who made purchases. What research method should be used?

1. observation
2. interview
3. experiment
4. all answers are correct
5. no correct answer

40. Does the study of people's behavior in the store involve the following form of observation?

1. laboratory
2. cabinet
3. field
4. all answers are correct
5. no correct answer

41. In cases where it is necessary to ensure the stability of the conditions for conducting a study, such a form of observation is used as?

1. field
2. laboratory
3. with the direct involvement of research
4. all answers are correct
5. no correct answer

42. What is the difference between a panel survey and other types of survey?

1. carried out on the same topic in different workings
2. conducted on the same sample on different topics
3. is held on the same topic at the same working at any time
4. carried out on the same topic, on the same sample, at well-defined time intervals
5. no correct answer

43. Questions called "detector" is used to check?

1. the level of knowledge of the respondent about the subject of the study
2. the sincerity of the respondent's statements
3. the correctness of the questionnaire
4. all answers are correct
5. no correct answer

44. Open-ended questions are used when?

1. the audience does not have a clear position regarding the problem posed
2. it is necessary to obtain an assessment by the respondent of an event
3. Requires a diverse group of respondents
4. all answers are correct
5. no correct answer

45. The open-ended questions of the survey do not include?

1. sentence completion
2. word association
3. semantic differential
4. all answers are correct
5. no correct answer

46. ​​A method of communication with the audience, which is characterized by the ability to quickly obtain information at low cost, is it?

1. telephone
2. mail
3. the Internet
4. all answers are correct
5. no correct answer

47. The complexity of the questions can be an obstacle to using this type of communication with the audience, how?

1. mail
2. telephone
3. interview
4. all answers are correct
5. no correct answer

48. What is market segmentation?

1. division of competitors into homogeneous groups
2. division of consumers into homogeneous groups
3. division of goods into homogeneous groups
4. all answers are correct
5. no correct answer

49. Product positioning is?

1. determination of the main consumer properties of the product and their comparison with similar properties of the product-competitor to clarify the place of the product on the market
2. analysis of the entire complex of the enterprise's market policy in relation to goods
3. identification of potential consumers of goods
4. all answers are correct
5. no correct answer

50. Are segment evaluation criteria necessary for?

1. determining the market capacity
2. target market justification
3. forming an offer for the segment
4. all answers are correct
5. no correct answer

51. The market for consumer goods consists of?

1. companies that purchase goods for their subsequent sale
2. buyers who purchase goods for personal use
3. people who buy goods for personal use
4. consumer goods firms
5. all answers are correct
6. no correct answer

52. Are everyday goods characterized?

1. distribution through a network of special stores
2. purchase for a large sum of money
3. no need for additional sales consultations
4. all answers are correct
5. no correct answer

53. The task of commodity policy is?

1. management of the life cycle of goods and their competitiveness
2. search for consumers who want to buy a product
3. produce as many goods as possible
4. all answers are correct
5. no correct answer

54. The first stage in the process of creating a new product is?

1. managerial analysis
2. product design
3. creating an idea
4. all answers are correct
5. no correct answer

55. The concept of "product levels" reflects?

1. multiple types of packaging
2. positions from which the characteristics of the product are considered
3. type of product, its quality
4. all answers are correct
5. no correct answer

56. Changing the range of goods by product variation means?

1. creation of a complementary (associated) product
2. creation of a new product with changing parameters along with the old product variants
3. creation of a new product to replace the old version of the product
4. all answers are correct
5. no correct answer

57. Is it advisable to create a product modification based on improving its quality?

1. in the presence of technology that improves the quality of the goods
2. if there are resources for R&D
3. if there are results marketing research
4. in the presence of quality parameters, the improvement of which the consumer can evaluate as positive changes
5. no correct answer

58. Is a trademark intended to?

1. compensate for the lack of quality
2. justify a higher price to the consumer
3. differentiate a product on the market among its own kind
4. all answers are correct
5. no correct answer

59. Is the quality of the goods?

1. a set of necessary functional characteristics of a product intended by consumers as mandatory
2. the ability of a product to fulfill its intended purpose
3. the product does not have visible defects
4. all answers are correct
5. no correct answer

60. Demand can be considered elastic if?

1. when the price goes down, the demand goes up significantly
2. When the price drops significantly, demand increases slightly.
3. demand does not change when price changes
4. demand changes regardless of price
5. all answers are correct
6. no correct answer

61. How will the volume of demand change if it is known that the elasticity coefficient is equal to 1, and the price will increase by 10%?

1. decrease by 10%
2. will increase by 10%
3. decrease by 1%
4. will increase by 1%
5. Will not change
6. no correct answer

62. What is the break-even point?

1. the price at which a business starts making a profit
2. the amount of production at which the manufacturer operates without loss
3. the level of costs required to produce a product
4. all answers are correct
5. no correct answer

63. What is the difference between a pricing strategy aimed at selling goods at low prices and a sale?

1. duration of action
2. the price at which a product is sold
3. is no different
4. all answers are correct
5. no correct answer

64. Price elasticity for a "normal" product at a price of 48 rubles is 0.8. If in the initial period of time the sales volume is 1000 units, then how many units will the sales volume change when the price increases by 4 rubles?

1. will decrease by 63 units
2. decrease by 126
3. will increase by 126
4. will increase by 63
5. no correct answer

65. Under what state of demand can a manufacturer not use advertising?

1. with declining demand
2. with negative demand
3. with negative demand
4. with excessive demand
5. no correct answer

66. Advertising is it?

1. non-personal communication
2. non-mass communication
3. two way communication
4. all answers are correct
5. no correct answer

67. Can you point out as a disadvantage of the direct channel for the distribution of advertising?

1. confidentiality of treatment
2. high cost per contact
3. audience conservatism
4. all answers are correct
5. no correct answer

68. Does the physical distribution of goods mean?

1. selling it through intermediaries
2. transportation and storage
3. free transfer of goods to the client
4. all answers are correct
5. no correct answer

69. Is there an intensive distribution of goods?

1. deliveries to a network of specialized stores
2. through a large number outlets mass purpose
3. by delivering goods directly to the consumer
4. all answers are correct
5. no correct answer

70. Distribution channel - is it?

1. advertising distribution method
2. set of organizations and or persons owned by a manufacturer
3. Via email
4. all answers are correct
5. no correct answer

71. When using a direct distribution channel, is the sale of goods carried out?

1. firm's traveling salesmen
2. shops retail owned by the manufacturer
3. Via email
4. all answers are correct
5. no correct answer

72. Breadth of the distribution channel mean?

1. number of intermediaries at one level distribution channel
2. number of product groups sold
3. number of distribution channel levels
4. all answers are correct
5. no correct answer

73. The fundamental difference between wholesale and retail trade is as follows?

1. buyers wholesale trade is not a private person who purchases goods for subsequent resale
2. wholesale buyers are not individuals who purchase goods for personal consumption
3. wholesale buyers are only organizations
4. all answers are correct
5. no correct answer

1. Correspondence of the type of service and its example:

1. Net service - 4

2.Main with secondary-1

3. Service accompanying material goods - 3

4.Mixed service-2

1. Lunch on a plane or train

2. Lunch at a restaurant

3. Lunch delivery

4.Sommelier consultation)

1. The price fairness effect is

- () the buyer is the more sensitive to the price, the more its value goes beyond the range in which the buyer considers prices reasonable

-(*) the more the buyer perceives the price as a signal of the level of quality, the less sensitive he is to its absolute level

- () the buyer considers the price corresponding to the quality

- () state. Price setting is carried out on the basis of the calculation of the average level of income of the population.

1. Renting is ... .. leasing

-() medium string

-(*)returnable

-()short

-() long term

1. Match the advertising media with their benefits:

TV-

1.High recontact rate, low cost, weak competition

2. mass use, high geographical and demographic selectivity, relative cheapness

3.sensory impact, high degree attracting attention, wide coverage

4. high geographical and demographic selectivity, long life expectancy, an audience of "secondary" consumers. THIS SETTING IS INCORRECT.

1. The temporary form of price differentiation is used by the manufacturer only in cases where:

- () the load on production is uneven

-(*) the enterprise has limited production capacity and cannot increase the offer

-()-there are no other manufacturers for this period of time

-() the buyer actively reacts to the price

1. Match the competition strategy with competitive advantage:
2. innovation

2.product differentiation

3.cost reduction

4.immediate response to market needs

Outperform competitors with a more mobile control system

Unique product, high quality, special design

A product that has no analogue

Mass production, low prices and costs.

7. Match the view print advertising and its definition:

Leaflet-

1. large format unfolded edition (printed on one side)

2.Multiple folded edition

3.small-format one-fold edition indicating sign. The arrangement is incorrect

1. Favorable attitude towards widely available and affordable goods -

– () production improvement

-(*)product improvement

-() socio-ethical marketing

-()intensification of commercial efforts

1. Match forecasting methods and their examples:

Quality private-

Quantitative private

1. brainstorming

2.simulation

10.Source of internal secondary information:

-(*) questionnaires

-() demographic cross-section

- () enterprise business plan

-() profit and loss data

11. Market scale is

-(*) area occupied by trade enterprises

-(number of enterprises operating on the market

-() unit of measurement of market transactions

-() geographical boundaries of the market

1. Add: Planned ongoing efforts to create and maintain goodwill and understanding between the organization and its public………………………

13. Establish a correspondence between the function of the means mass communications and their examples:

Amplifier

1. place of concentration of changes in the socio-cultural environment

2. information supply

3.place of promotion of universal values ​​( WRONG ANSWER)

1. Under conditions of unit demand, with an increase in the price of a product, gross profit:

-() falls sharply

-() does not change

-(*) falls slightly

1. Put in descending order of importance the factors on which the organizational structure advertising service firms LSPACE INCORRECT

Specific features of the target market(2)

The degree of involvement of the company's management in the implementation of advertising functions (3)

Field of activity(1)

1. The system of competition legislation of the Russian Federation is formed by the law:

-() “On Competition…”, “On Natural Monopolies…”, “On Competitor Regulation. in the financial markets", "About entrepreneurial activity…»

-() “On Competition…”, “On Natural Monopolies…”, “On Competitor Regulation. on financial markets”, “About advertising”

-(*) “On competition…”, “On natural monopolies…”, “On regulation of competitors. in the financial markets."

1. Company Catering carries out advertising, personal selling when implementing the function:

-() promotion

-() customer service

-(*)market research

-() distribution and marketing

1. Set the correspondence between the classifications of the plan by product and the type of plan:

By function-

In terms of detail -

By breadth of coverage

By time period-

1.Production, marketing, financial

2.Tactical, operational

3.Corporate, by type of activity

1. Long term, short term, medium term

1. Arrange the stages of warranty and post-warranty service in order of time of its provision:

Forced upgrade at the customer(2)

Complete disposal of residues(6)

User Specialist Training(1)

Hardware(4)

Maintenance and overhaul(5) ARRANGEMENT INCORRECT

1. Arrange the ways for an enterprise to enter international markets according to the complexity of their use:

Direct Export(5)

Franchising(2)

Joint ventures(4)

Indirect export(3)

Strategic alliances(1) ARRANGEMENT IS NOT CORRECT

1. The concept of the macro environment reflects the forces:

() not affecting the activities of the enterprise

(*) influencing the activity of the enterprise directly

() affecting the microenvironment in which the manufacturer operates

-() the internal environment of an economic entity

1. The innovation strategy as one of the types of the firm's market strategy is

() increase the competitiveness of the product

() creation of products that have no analogues on the market for their intended purpose

(*) modification and improvement of traditional products manufactured by the company through the implementation of new technical principles in products

() copying innovations developed by competitors

23. A pricing method that requires a firm to consider different price options is pricing based on….

(*) current prices

()break-even analysis and ensure profit target

() margins

() the perceived value of the product

24. The method used by manufacturers of consumer goods to assess the potential of the consumer goods market (the answer is Sales factor index calculation method. A method used primarily by consumer product manufacturers to assess the potential of consumer product markets.)

() valuable substitutions

() market modeling

(*) calculation of indices of demand factors??????

() leading indicators

1. It is advisable to calculate the competitiveness of restaurant dishes using the following methods:

(/) calculation integral indicator quality

(/) price-quality ratio

()Boolean method

(/)BCG models

() fishbein models

1. The structure of the competitive environment of an enterprise is formed by enterprises:

(*) industry competitors, customers, suppliers, government

() industry competitors, consumers and suppliers

() industry competitors

() entering the market, producing substitute goods, industry enterprises, suppliers and consumers.???

1. A product is considered new to the market:

-() known in other markets, but appeared for the first time in the analyzed market

() for the first time mastered by the enterprise

() with new packaging and packaging

(*) with fundamentally new technical specifications

1. Match the mode of transport with the best feature:

Air

Railway

Automotive

1.number of geographic points served

2.cost

3.delivery time from point to point

4.Ability to transport different groups. INCORRECT SPACATION

1. Add - The sharpest competitive fight occurs at the stage of implementation (bringing to market) life cycle goods.

1. Arrange the steps of the information search algorithm in order.

Source Search(2)

Formation of information requirements(1)

Evaluation of the source of information according to specified criteria(3)

Organization of the information flow from the selected source to the company(4) INCORRECT SPACATION

1. The temporary form of price differentiation is used by the manufacturer only in cases where:

- the load on production is uneven

1. Supplement - The most acute competition occurs at the stage of introduction (bringing to the market) of the product life cycle

1. Source of internal secondary information:

Profit and loss data

4. Market scale is

Number of enterprises on the market

5. A pricing method that requires the firm to consider different price options is pricing based on….

()break-even analysis and ensure profit target

6. The method used by consumer goods manufacturers to assess the potential of the consumer goods market (the answer is the Method for calculating the index of sales factors. The method used mainly by manufacturers of consumer goods to assess the potential of consumer goods markets.) () value substitutions () market modeling (*) calculation of indices of demand factors??????

() leading indicators

1. A product is considered new to the market:

() for the first time mastered by the enterprise

1. The concept of the macro environment reflects the forces:

Influencing the microenvironment in which the manufacturer operates

1. Put in descending order of importance the factors on which the organizational structure of the company's advertising service depends 1. size of the company 2. field of activity 3. specific features of the target market 4. place and role of advertising in the marketing mix 5. degree of involvement of the company's management in the implementation of advertising functions

1. Arrange the ways for an enterprise to enter international markets according to the complexity of their use:

1.direct export

2.strategic alliances

3.joint ventures

4.franchising

5. indirect export

1. Arrange the steps of the information search algorithm in order.
2. formation of information requirements
3. search for sources
4. organization of the information flow from the selected source to the company 4. evaluation of the source of information according to specified criteria

1. Renting is ... .. leasing

Short

1. Match the advertising media with their benefits:

TV-

1. high recontact rate, low cost, low competition 2. mass use, high geographic and demographic selectivity, relatively cheap 3. sensory impact, high attention grabbing, wide coverage 4. high geographic and demographic selectivity, long life expectancy, audience secondary consumers.

1. The innovation strategy as one of the types of the company's market strategy is the creation of products that have no analogues on the market for their intended purpose - the modification and improvement of traditional products manufactured by the company through the implementation of new technical principles in the products (this is also a right answer)

1. The structure of the competitive environment of an enterprise is formed by enterprises:

() entering the market, producing substitute goods, industry enterprises, suppliers and consumers.???

1. Correspondence of the type of service and its example:

1. Clean service - 1. Sommelier consultation

2. Main with secondary - 2. Lunch at the restaurant

3. Service accompanying material goods - 3. Lunch delivery

4. Mixed service - 4. Lunch on the plane or train

1. Match the competition strategy with competitive advantage:
2. innovation - a product that has no analogue

2. product differentiation - product uniqueness, high quality, special design

3. cost reduction - mass production, low prices and costs.

4.Immediate response to market needs - ahead of competitors through a more mobile control system

18. Establish a correspondence between the type of print advertising and its definition:

Poster - large format unfolded edition (printed on one side)

Leaflet - a small-format single-fold edition indicating sign

Booklet - repeatedly folded edition

19. Establish a correspondence between the function of mass media and their examples:

Antenna - information supply

Focus - a place of concentration of changes in the socio-cultural environment

Amplifier - a place for the promotion of universal values

1. Set the correspondence between the classifications of the plan by product and the type of plan:

By function - 1. Production, marketing, financial - by degree of detail - 2. Tactical, operational - by breadth of coverage - 3. Corporate, by type of activity - by time period - 4. Long-term, short-term, medium-term

1. Match the mode of transport with the best feature:

Air - the number of geographic points served - Rail - the ability to transport various groups

Automotive - delivery time from point to point

Water - cost

1. The price fairness effect is

The buyer is the more sensitive to the price, the more its value goes beyond the range in which the buyer considers prices reasonable.

NO ANSWERS:

1. Favorable attitude towards widespread and affordable goods - () improvement of production - (*) product improvement - () social and ethical marketing - () intensification of commercial efforts

1. Match forecasting methods and their examples:

Quality private-

Quantitative private

1. brainstorming

2.simulation

1. Add: Planned ongoing efforts to create and maintain goodwill and understanding between the organization and its public………………………

1. Under conditions of unit demand, with an increase in the price of a product, gross profit:

-() falls sharply

-() does not change

-(*) falls slightly

1. The system of competition legislation of the Russian Federation is formed by the law:

-() “On competition…”, “On financial and industrial groups….”

-() “On Competition…”, “On Natural Monopolies…”, “On Competitor Regulation. on financial markets”, “On entrepreneurial activity…” -() “On competition…”, “On natural monopolies…”, “On regulation of competitor. on financial markets”, “On advertising” -(*) “On competition…”, “On natural monopolies…”, “On regulation of competitor. in the financial markets."

1. A public catering enterprise carries out advertising, personal selling when implementing the function:

-() promotion

-() customer service

-(*)market research

-() distribution and marketing

1. Arrange the stages of warranty and post-warranty service in order of time of its provision:

Spare parts supply(3)

Forced On-Site Upgrade(2) Full Residue Disposal(6) User Specialist Training(1) Maintenance(4)

Maintenance and overhaul(5)

1. It is advisable to calculate the competitiveness of restaurant dishes using the following methods:

(/) calculation of the integral quality indicator (/) price-quality correspondence () Boolean method (/) BKG model () fishbein model

1. The consumer goods market consists of:

a) companies that purchase goods for their subsequent sale;

b) buyers purchasing goods for personal use;

c) people who buy goods for sale;

d) firms producing consumer goods;

e) there is no correct answer.

2. Consumer goods are characterized by:

a) distribution through a network of special stores;

b) the acquisition of a large amount of money;

c) no need for additional consultations with the seller;

d) all answers are correct;

e) there is no correct answer.

3. The objective of the commodity policy is:

a) management of the life cycle of goods and their competitiveness;

b) search for consumers who want to purchase goods;

c) produce as many goods as possible;

d) all answers are correct;

e) there is no correct answer.

4. The first stage in the process of creating a new product is:

a) management analysis;

b) product design;

c) creating an idea;

d) all answers are correct;

e) there is no correct answer.

5. The concept of "levels of goods" reflects:

a) the presence of several packages for the goods;

b) positions from which the characteristics of the goods are considered;

c) the type of goods, their quality;

d) all answers are correct;

e) there is no correct answer.

6. Changing the range by varying the product means:

a) creation of a complementary (accompanying) product;

b) creation of a new product with modified parameters along with the old versions of the product;

c) creation of a new product to replace the old version of the product;

d) all answers are correct;

e) there is no correct answer.

7. It is advisable to create a product modification based on improving its quality:

a) in the presence of technology that improves the quality of the goods;

b) if there are resources for R&D;

c) in the presence of the results of marketing research, confirming the positive attitude of consumers to the product;

d) if there are quality parameters, the improvement of which the consumer can evaluate as positive changes;

e) there is no correct answer.

8. The product is new if:

a) it is so valued by the market;

d) all answers are correct;

e) there is no correct answer.

9. It is expedient to create new goods in the following way:

a) by their own efforts;

b) acquire patents;

c) everything depends on the goals and resources of the firm;

d) all answers are correct;

e) there is no correct answer.

10. A trademark is intended to:

a) compensate for the missing quality of the product;

b) justify to the consumer a higher price for the goods;

c) to differentiate the goods on the market among their own kind;

d) all answers are correct;

e) there is no correct answer.

11. What is the difference between the assortment and the nomenclature:

a) the nomenclature is part of the assortment;

b) the range is a narrower concept, is part of the nomenclature;

c) assortment and nomenclature are not used simultaneously to characterize the same set of goods;

d) all answers are correct;

e) there is no correct answer.

12. Increasing the range means:

a) changing the characteristics of the goods in the direction of improving their parameters;

b) a change in the characteristics of the goods in the direction of reducing their parameters;

c) expansion of the total number of goods;

d) Answers a) and b) are correct.

e) All answers are correct.

13. The breadth of the product range reflects:

a) the number of variants and varieties individual product within the assortment group;

b) the total number of assortment groups;

c) ensuring the profit of the enterprise;

d) all answers are correct;

e) there is no correct answer.

14. The quality of the goods is:

a) a set of necessary functional characteristics of the product, which are recognized as mandatory by consumers;

b) the ability of the product to fulfill its functional purpose;

c) the absence of visible defects in the goods;

d) all answers are correct;

e) there is no correct answer.

15. Which stage of the product life cycle is usually characterized by the lowest possible price:

a) placing on the market;

c) maturity;

d) decline;

e) there is no correct answer.

16. The implementation of the service is related to:

a) with the reinforcement of the goods;

b) with a high price of goods;

c) with sales promotion;

d) all answers are correct;

e) there is no correct answer.

17. Service is required for goods:

a) for investment purposes only;

b) consumer purpose;

c) any technically complex goods;

d) all answers are correct;

e) there is no correct answer.

4. all answers are correct

5. there is no correct answer

The concept of "levels of goods" reflects?

1. the presence of several types of product packaging

Positions from which the characteristics of the goods are considered

3. grade of goods, its quality

4. all answers are correct

5. there is no correct answer

Changing the range of goods by product variation means?

1. creation of a complementary (associated) product

2. creating a new product with changing parameters along with the old product options

3. creating a new product to replace the old version of the product

4. all answers are correct

5. there is no correct answer

Is it advisable to create a product modification based on improving its quality?

1. in the presence of technology that improves the quality of the goods

2. if there are resources for R&D

3. subject to market research results

If there are quality parameters, the improvement of which the consumer can evaluate as positive changes

5. there is no correct answer

Is a brand intended to?

1. compensate for the missing quality of the product

2. justify to the consumer a higher price for the product

Differentiate a product on the market among its own kind

4. all answers are correct

5. there is no correct answer

Is the quality of the product?

A set of necessary functional characteristics of a product intended by consumers to be mandatory

2. the ability of the product to fulfill its functional purpose

3. the absence of visible defects in the goods

4. all answers are correct

5. there is no correct answer

If the price goes down, the demand will increase significantly.

2. with a significant decrease in price, demand increases slightly

3. when the price changes, demand does not change

4. demand changes regardless of price

5. all answers are correct

6. there is no correct answer

61. How will the volume of demand change if it is known that the elasticity coefficient is equal to 1, and the price will increase by 10%?

1. decrease by 10%

2. increase by 10%

3. decrease by 1%

4. increase by 1%

5. will not change

6. there is no correct answer

What is the breakeven point?

The price at which a business starts making a profit

2. the volume of production at which the manufacturer operates without loss

3. the level of costs required for the production of products

4. all answers are correct

5. there is no correct answer

What is the difference between a pricing strategy aimed at selling goods at low prices, from the sale?

Duration of action

2. the value of the price at which the product is sold

3. no different

4. all answers are correct

5. there is no correct answer

The price elasticity for a “normal” product at a price of 48 rubles is 0.8. If in the initial period of time the sales volume is 1000 units, then how many units will the sales volume change when the price increases by 4 rubles?

56. Changing the range of goods by product variation means?
1. creation of a complementary (associated) product
2 (*answer to the test*) creating a new product with changing parameters along with the old product options
3. creating a new product to replace the old version of the product
4. all answers are correct
5. there is no correct answer
57. Is it advisable to create a product modification based on improving its quality?
1. in the presence of technology that improves the quality of the goods
2. if there are resources for R&D
3. subject to market research results
4 (*response to the test*) if there are quality parameters, the improvement of which the consumer can evaluate as positive changes
5. there is no correct answer
58. Is a trademark intended to?
1. compensate for the missing quality of the product
2. justify to the consumer a higher price for the product
3 (*answer to the test*) to differentiate the product on the market among their own kind
4. all answers are correct
5. there is no correct answer
59. Is the quality of the goods?
1 (*answer to the test*) a set of necessary functional characteristics of the goods intended by consumers as mandatory
2. the ability of the product to fulfill its functional purpose
3. the absence of visible defects in the goods
4. all answers are correct
5. there is no correct answer
60. Demand can be considered elastic if?
1 (*answer to the test*) with an insignificant price reduction, demand increases significantly
2. with a significant decrease in price, demand increases slightly
3. when the price changes, demand does not change
4. demand changes regardless of price
5. all answers are correct
6. there is no correct answer

Answers:

The test has passed the test The correct questions are highlighted on the test We put plus 1 vote to the answer)

3. creating a new product to replace the old version of the product

4. all answers are correct

5. there is no correct answer

2. Is it advisable to create a product modification based on improving its quality?

1. in the presence of technology that improves the quality of the goods

2. if there are resources for R&D

3. subject to market research results

4. if there are quality parameters, the improvement of which the consumer can evaluate as positive changes

5. there is no correct answer

3. The cream skimming strategy implies:

a) the use of high prices for a new product that differs high quality or uniqueness;

b) the use of different prices for different market segments/countries for the same product;

c) fast penetration international market due to low prices;

d) an aggressive promotion policy.

Price skimming is setting a high price when the market is insensitive to price levels and price changes. Price skimming can make sense when lowering the price results in less revenue.With a cream skimming strategy, high prices are set early in the product life cycle and thenNew Product is displayed in market segments characterized by the lowest price elasticity of demand.

four. " New product little known to the buyer, usually located at the stage of the product life cycle ... implementation

5. In marketing practice, primary information should be collected for the following purposes…

a study of consumer reaction to a new product

in the study of consumer behavior during sales promotion activities

d study of the general economic situation

6. A demarketing business may take actions…

but transfers know-how to other manufacturers, but using the brand of his company

Product life cycle level

Product life cycles in selected countries

The main factors that determine the life cycle of a product

Global Product Life Cycle

Synchronized access to foreign markets

Consistent access to foreign markets

Possibilities of using the concept of the global product life cycle

Limitation of the concept of product life cycle

The main functions of packaging in foreign markets

Factors influencing the packaging of goods in foreign markets

Packing size

Package design

Legal requirements

Packaging cost

Product recognition

Product perception

Product labeling

Basic marking functions

Labels and tags as the main label carriers

Requirements for labeling goods in EU countries.

International agreements on packaging and labeling of goods

Eco label

Bar code

European Commodity Numbering Association

EAN barcode structure

Basic barcode functions
Test for a quick survey
Test taskfor the first topic of the report:

1. At what phase of the product life cycle does the company receive the maximum profit:

in the implementation phase;

in the recession phase;

in the growth phase;

in the maturity phase.

2. What stage of the product life cycle is characterized by persuasive international advertising and profit growth?

3. stage of maturity;

4. decline stage.

The growth stage is a period of rapid market acceptance of the product, rapid growth in sales and profits.

3. At what stage in the international life cycle of a product does sales slow down and modification efforts are required?

1. recession;

2. introduction;

3. maturity;

Stage recession - final stage vital cycle goods, characterized by a sharp decrease in salesand then profits.

4. In practice marketing communications Depending on the goals of advertising at various stages of the product life cycle, the following types of advertising are distinguished ...

2. informative;

3. reminiscent ;

Depending on the stage vital cycle goods allocate informative , persuasive and reminiscent advertising . Informative advertising prevails at the stage of product introduction to the market, when the task is to form primary demand. It consists in market information about the product or its new application, aims to dispel the fears of the consumer, carries information about price changes. Reminder advertising is important at the maturity stage of the product life cycle, when most potential buyers goods have already been purchased. It is used to force the consumer to remember the product, to maintain awareness of it at a high level.

5. At what stage of the international life cycle of a product does demand form?

1. introduction;

3. growth;

4. maturity.

growth phase. If the product is required in the market, then sales will begin to grow significantly. At this stage, there is usually an acceptance of the goods by buyers and a rapid increase in demand for it. Market coverage is increasing. Information about the new product is transferred to new customers.

6. What is the stage of the life cycle product is characterized by informative international advertising and demand generation?

growth stage;

implementation stage;

stage of maturity;

decline stage.

Test task for the second topic of the report:

1. Global marketing products include…

youth clothes "MY";

carbonated drinks;

spare parts for the car "Zhiguli";

carbonated drinks "Pinocchio"

Global marketing is the marketing of global organizations that conduct their production and sales activities, considering the whole world as one big market, in which its regional and national differences do not play a decisive role. This includes Sosa-Sola carbonated drinks, as these products are consumed all over the world.

2. What is the stage of the life cyclethe product is characterized by admonition solid international advertisingmine and profit growth?

growth stage;

implementation stage;

stage of maturity;

decline stage.

3. What is the stage of the life cycle product is characterized by reminiscent international advertising and the need to modify the product?

growth stage;

implementation stage;

stage of maturity;

decline stage.

4. What is the stage of the life cycle product is characterized by a decrease in sales volumes and the need to the scope of market modification?

growth stage;

implementation stage;

recession stage;

stage of maturity.

5. What kind of modification can be in the stage of maturity product cycle?

Konku modification rent;

plan modification;

market modification;

4. personality modification

6. At what stage in the international life cycle of a product does sales slow down and modification efforts are required?

recession;

implementation;

maturity;

growth.

7. It does not contribute to the extension of the product life cycle ...

decline in services

identifying new consumer groups and increasing the targeting of products

product modification

8. The firm, as a rule, receives the maximum profit at the stage of the product life cycle ...

maturity

implementation

growth

Test task for the third topic of the report:

1. From a dictionary.Blister packaging- packaging made of thermoplastic materials. Typically, blister packaging repeats the volumetric shape of an item or product.

outer packaging- a set of protective measures and material resources preparation of goods for transportation and storage, to ensure its maximum safety and make it transportable.

Package – Container, the material in which the goods are placed. It is intended to preserve the properties of the product after its manufacture, as well as to make the cargo compact for ease of transportation.

D) design.

3. What are the most important elements to consider when planning export packaging?

And the size of the package and its design;

B local customs regarding the color of the package, the level of education of the consumer;

The material from which the package is made and its weight.
Test task for the fourth topic of the report:

1. "Environmental" labeling of goods in an EU country takes into account:

A) the level of water pollution;

B) the presence of noise;

C) the amount of energy consumed;

D) degree of air pollution;

D) All answers are correct.

2. An important psychological factor influencing buyers and consumers of foreign goods is:

A) packaging and labeling of goods;

B) the presence of a well-known trademark;

C) providing additional guarantees:

D) the country of origin of the goods;

D) design.

Task 5. All speakers of the abstract are additionally tested for knowledge of terms and definitions from the dictionary study guide"International Marketing" (20 definitions)
PRACTICAL LESSON No. 12 (2 hours) TOPIC:. BRANDING AS A COMPONENT PART OF COMMODITY POLICY
Topics of planned individual reports:

Export quality and competitiveness in foreign markets

Product Manufacturing Decisions

Product adaptation

Creating a new product

Issues for discussion on the conceptual apparatus of the topic and essay topics:

Trademark and Trademark

Major decisions on the use of a trademark in foreign markets

No trademark

Presence of a trade mark of the manufacturer

Use of trademarks

Trademark Plurality

Single Trademark

Local and global trademark

Legal protection of a trademark

Warning label

Form style

Corporate identity objects

Basic elements of corporate identity

Corporate identity as a form of communication

Service in commodity policy

Test for a quick survey

Test taskfor the first topic of the report:

From the dictionary. The most valuable characteristic of a product for the enterprise and for the consumer is ... product quality. The company sells vegetables and does not plan to use the brand name, because ... product quality is not constant

1. In marketing theory, the concept of "product quality", as an indicator of competitiveness, will characterize ...

and the number of consumers who bought the product

b the totality of the properties of the product, which he receives in the process of packaging

the ability of the product to meet the requirements of the buyer

d set of product properties that determine its ability to satisfy specific consumer needs

2. The most valuable characteristic of the product for the enterprise and for the consumer is ...

a) product quality

b) trade mark

c) market novelty

d) minimum price

3. The pricing method, when the company deliberately overprices, emphasizingquality and feature of the item, is the method…

a) prestigious prices

b) imputed consumer rating

c) following the leader of the competition

d) price discrimination

4. Selling goods at high prices and based on market segments that pay Special attention on thequality product, trademark implies a strategy ...

a) prestigious prices

b) "cream skimming"

c) "price leader"

d) selective penetration