Marketing Concepts

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Appropriate For New Applicants
Existing Employees
Comprehensiveness Intermediate
Administration Time - 30 min
Format mouse icon
Scoring Options Internet icon
Language English
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The Marketing Concepts test measures the candidate's knowledge of the core areas of marketing. Designed for all professionals, this test covers the following topics: Advertising & Sales Promotion, Buying Behavior, Demographic Decision-Making, Distribution & Channel Selection, Information Analysis, Internal & External Company Evaluation, Market Analysis , Marketing Control Systems, Marketing Plans, New Product/Service Development, Pricing, and Selling Issues.

Job Family/Title – Sales and Marketing Professionals/Product Managers
Languages Available - English (US)
Average Testing Time - (minutes) 28 minutes
Time Allowed (minutes): 90
Maximum Number of Questions: 30
Number of Sittings: One
Designed for Unproctored Environment: Yes
Question Format: Multiple Choice - Adaptive Product
Category: Business Skills

Test Topics

Advertising & Sales Promotion
• Advertising on the Web
• Broadcast Advertising
• Choosing a Medium
• Choosing a Message
• Managing the Sales Promotion Process
• Print Media
• Promotional Objectives
• Promotional Planning/Media Plan
• Public Relations
• Strategy Decisions
• Trade Shows
• Using Ad Agencies

Buying Behavior
• B2B Decision-Making
• B2C Behavior
• Buyer-Seller Relationships
• Decision Influences
• Purchasing Process/Motivation

Demographic Decision-Making
• Buyer Problem-Solving Processes
• Psychological Influences
• Social Influences

Distribution & Channel Selection
• Distribution Systems/Strategies
• Marketing Channels
• Place/Location Decisions
• Retailing, Wholesaling & Marketing Logistics

Information Analysis
• Budgeting for Decision-Making
• Data Analysis
• Market Research Techniques
• Problem Definitions

Internal & External Company Evaluation
• Competitive Environment
• Cultural/Social Environment
• Economic Environment
• Evaluating Company Resources
• Political Environment

Market Analysis
• Global Market Offerings
• Market Segmentation
• Positioning/Differentiating
• Target Market Strategies
• Understanding Markets

Marketing Control Systems
• Cost Analysis
• Feedback Processes
• Managing the Total Marketing Effort
• Performance Analysis
• Sales Analysis

Marketing Plans
• Analysis
• Forecasting
• Plan Development
• Use of 4 P's

Marketing Roles
• Linking with Other Functions
• Marketing as a Business Function
• Profitability

New Product/Service Development
• Branding
• Designing Services
• New Product Planning & Development
• Packaging
• Product Classes
• Product Life Cycle
• Types of Products

• Discounting
• Pricing Objectives
• Pricing Policy
• Quantitative Analysis

Selling Issues
• Managing a Sales Force
• Sales Roles
• Selling Relationships
• Selling Services
• The Sales Process

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