CIM LEVEL 3 MARKETING
PRINCIPLES PRACTICE
EXAM
Question 1: How can a coordinated marketing mix create budget economies?
Choices:
1) By using a di�erent brand identity in every channel 2) By using consistent activities and shared resources across multiple customer touchpoints 3) By setting price without considering any other element 4) By removing all spending on people and process Correct Answer: By using consistent activities and shared resources across multiple customer touchpoints Explanation: Coordination can reduce duplication and allow assets, messages and resources to work across several touchpoints more e�ciently.Page 1
Question 2: Which of the following is an example of a 'public' in the micro
environment?
Choices:
1) A change in climate policy 2) A local media organisation that can in�uence public opinion about the company 3) The national unemployment rate 4) The �rm's internal payroll system Correct Answer: A local media organisation that can in�uence public opinion about the company Explanation: Publics are groups that can a�ect or be a�ected by an organisation, including media, community and other stakeholder groups.
Question 3: Why does the marketing function need to share customer information
with operations?
Choices:
1) So products and services can be delivered in ways that meet customer expectations 2) So operations can determine corporation tax 3) So marketing can avoid communicating with suppliers 4) So operations can set employee pension contributions Correct Answer: So products and services can be delivered in ways that meet customer expectations Explanation: Marketing provides insight into customer needs and expectations; operations can use that information to improve delivery, quality and service.Page 2
Question 4: Which item belongs to an organisation's internal marketing
environment?
Choices:
1) Its employees' skills and digital capabilities 2) A competitor's advertising campaign 3) A change in exchange rates 4) A new data-protection law
Correct Answer: Its employees' skills and digital capabilities
Explanation: Internal resources include people, skills, equipment, systems, processes and digital capabilities.
Question 5: Which approach is most appropriate for many high-value B2B
purchases?
Choices:
1) Personal selling, negotiation and relationship management 2) A �xed approach that ignores buyer requirements 3) No after-sales service 4) Mass consumer advertising as the only activity
Correct Answer: Personal selling, negotiation and relationship management
Explanation: B2B marketing often places greater emphasis on negotiation, personal selling, relationships and service, especially for high-value purchases.Page 3