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# ✅ **Unit 1: Marketing – Creating Customer Value and Engagement**

1. **Kotler’s definition of marketing:**  

   **✔️ c) Social and managerial processes to exchange offerings of value**


2. **Positioning in customer value–driven strategy:**  

   **✔️ c) Creating a distinct image of the offering in customers' minds**


3. **Reason why integrated marketing plans fail:**  

   **✔️ a) Lack of consistent promotion across touchpoints**


---


### ✅ **Unit 2: Analysing the Marketing Environment**

4. **Macroenvironment aspect affecting pricing, availability, promotion:**  

   **✔️ b) Economic**


5. **Microenvironment includes:**  

   **✔️ b) Competitors, suppliers, and the company itself**


6. **Challenger strategy aims to:**  

   **✔️ c) Directly confront and displace market leaders**


---


### ✅ **Unit 3: Consumer Markets and Buyer Behaviour**

7. **‘Complex buying behaviour’ model:**  

   **✔️ b) High involvement and significant perceived differences**


8. **Psychological influencer in consumer behaviour:**  

   **✔️ b) Learning**


9. **Stage after information search:**  

   **✔️ c) Evaluation of alternatives**


---


### ✅ **Unit 4: Business Markets and Buyer Behaviour**

10. **Characteristic distinguishing business markets:**  

   *(You didn’t complete the options, but likely correct answer is)*  

   **✔️ Larger purchase quantities** (opposite of what’s listed as option b)


You've compiled a rich set of MCQs—perfect for revision! Here are the **correct answers** across Units 4 to 12:


---


### ✅ **Unit 4: Business Markets and Buyer Behaviour**

- Business markets vs. consumer: **✔️ c) Professional purchasing efforts**

- Buying process begins with: **✔️ c) General need recognition**

- Modified rebuy: **✔️ c) Purchase with some changes in terms, suppliers, or specifications**


---


### ✅ **Unit 5: Customer Value–Driven Marketing Strategy**

- Differentiated marketing: **✔️ c) Offering products to multiple segments with separate offers**

- After segmentation: **✔️ b) Targeting**

- Customer-driven strategy aims at: **✔️ b) Exceeding customer expectations for long-term value**


---


### ✅ **Unit 6: Products, Services, and Brands**

- Key service characteristic: **✔️ c) Variability**

- Product line stretching: **✔️ c) Adding new products within the existing range**

- Brand equity: **✔️ a) The financial value of brand assets**


---


### ✅ **Unit 7: New Products & Product Life Cycle**

- Market performance stage: **✔️ b) Business analysis**

- Growth stage priority: **✔️ b) Increasing market share quickly**

- Test market: **✔️ a) Predict consumer demand under full-scale marketing**


---


### ✅ **Unit 8: Pricing – Capturing Value**

- Value-based pricing: **✔️ c) Perceived customer benefits**

- Internal pricing factor: **✔️ c) Company’s marketing objectives**

- Skimming pricing used when: **✔️ c) Entering a new market with a unique product**


---


### ✅ **Unit 9: Pricing Strategies – Additional**

- Psychological pricing: **✔️ b) Reduce mental barriers in perceived cost**

- Captive-product pricing: **✔️ b) Price complementary products higher**

- Cash discount: **✔️ b) Encourage early payment**


---


### ✅ **Unit 10: Marketing Channels**

- Vertical systems differ by: **✔️ c) Act as a unified system with one channel member owning others**

- Multichannel distribution: **✔️ c) Reaching diverse customer segments across multiple touchpoints**

- Channel conflict cause: **✔️ c) Competing goals among channel members**


---


### ✅ **Unit 11: Integrated Marketing Communication**

- NOT part of promotion mix: **✔️ c) Customer Relationship Management**

- Goal of IMC: **✔️ c) To deliver a clear, consistent, and compelling message across all media**

- PR focus: **✔️ c) Building favourable relationships between the company and its stakeholders**


---


### ✅ **Unit 12: Digital, Social, Mobile Marketing**

- Advantage of direct marketing: **✔️ b) Allows for personalized and interactive communication**

- Effective social media marketing: **✔️ c) It encourages customer interaction and builds brand communities**

- Mobile marketing priority: **✔️ c) Designing content for optimal responsiveness on smaller screens**

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