The .............................. refers to activities that a firm can control to produce the responses it wants from the target markets. These variables can be categorized into four groups, also known as the 4P's.

(a) Market Positioning

(b) Marketing Mix

(c) The Target Market

(d) Market Segmentation

2. Market ................................. is to make a perception of the product's position in the customer's mind as compared to the competitors.

(a) Targeting

(b) Segmentation

(c) Positioning

(d) Penetration

3. People whose attitudes, behaviour, beliefs, opinions, preferences, and values are used by an individual as the basis for his or her judgment is called ...............................

(a) A Reference Group

(b) A Desirable Group

(c) An Aspirational Group

(d) A Membership Group

4. Which type of products require consumer to compare its suitability, quality, price and style when purchasing them?

(a) Convenience Products

(b) Shopping Products

(c) Unsought Products

(d) Specialty Products