CENEVAL EGEL Plus Mercadotecnia (EGEL Plus MERCA)

In consumer behavior theory, what is the initial stage of the consumer decision-making process where a consumer perceives a significant discrepancy between their actual state and a desired ideal state?

• AProblem or need recognition
• BInformation search
• CEvaluation of alternatives
• DPurchase decision

A marketing research team calculates the required sample size for a nation-wide consumer survey where the target population is infinite (unknown or > 100,000). The study requires a 95% confidence level (Z = 1.96), maximum variability (p = 0.5, q = 0.5), and an acceptable margin of error of 5% (e = 0.05). Using the formula n = (Z² * p * q) / e², what is the required sample size?

• A385 respondents
• B271 respondents
• C400 respondents
• D664 respondents

Which psychological perceptual mechanism explains why consumers exposed to thousands of commercial brand messages daily remember only a small fraction that relate directly to their current personal interests and immediate needs?

• ASelective attention
• BSelective distortion
• CSelective retention
• DCognitive dissonance

In qualitative market research, which projective technique asks respondents to rapidly state the first word or thought that comes to mind upon hearing an stimulus brand name or product concept?

• AWord association test (Asociación de palabras)
• BSentence completion test (Frases incompletas)
• CThematic Apperception Test (TAT)
• DRole playing (Juego de roles)

A beverage corporation wants to conduct a national survey. It divides the country into distinct geographic states, randomly selects 10 states, randomly selects 5 municipalities within each chosen state, and interviews households on randomly selected streets. Which probability sampling technique is being applied?

• AMultistage cluster sampling
• BStratified random sampling
• CSimple random sampling
• DQuota sampling

What is the recommended participant group size and standard duration for a professional consumer focus group session in qualitative marketing studies?

• A6 to 10 participants, lasting 90 to 120 minutes
• B20 to 30 participants, lasting 30 minutes
• C2 to 4 participants, lasting 4 hours
• D15 to 20 participants, lasting 15 minutes

A survey asks respondents: 'Please rate your agreement with the statement: Our mobile banking app is easy to navigate' using options: Strongly Disagree, Disagree, Neutral, Agree, Strongly Agree. What type of measurement scale is this?

• A5-point Likert scale
• BSemantic differential scale
• CStapel scale
• DGuttman scalogram

In market segmentation, grouping customers according to whether they are heavy users, medium users, light users, or non-users of an athletic footwear brand is an example of which segmentation base?

• ABehavioral segmentation by usage rate
• BPsychographic segmentation by personality
• CDemographic segmentation by income
• DGeographic segmentation by metropolitan zone

A market researcher studies consumer behavior in a physical supermarket by observing shoppers' eye movements, pathway navigation, and shelf dwell time without interacting with or interviewing the shoppers. Which research method is being deployed?

• AObservational (ethnographic) research
• BExperimental (causal) research
• CIn-depth interview research
• DDelphi expert panel research

In survey questionnaire design, what is the flaw in asking: 'Do you agree that our coffee is delicious and affordable?'

• AIt is double-barreled: it asks about two attributes in one item
• BIt asks about a sensitive topic that many respondents refuse to answer
• CIt uses a scale that does not allow a neutral response option
• DIt asks about future behavior instead of past behavior

Which non-probability sampling method relies on initial research participants referring or recruiting acquaintances who meet the study's specific criteria (useful for reaching rare, hidden, or hard-to-reach populations)?

• ASnowball sampling (Muestreo por bola de nieve)
• BConvenience sampling (Muestreo por conveniencia)
• CQuota sampling (Muestreo por cuotas)
• DJudgmental / Purposive sampling (Muestreo intencional o de juicio)

In marketing analytics, a customer satisfaction survey asks 500 customers: 'How likely are you to recommend our brand to a friend or colleague?' (rated 0 to 10). Results show: 300 Promoters (scores 9-10), 120 Passives (scores 7-8), and 80 Detractors (scores 0-6). What is the Net Promoter Score (NPS)?

• A+44
• B+60
• C+36
• D+16

Which component of a Marketing Information System (MIS / SIM) focuses on gathering daily continuous information about developments in the external marketing environment (competitor actions, regulatory changes, economic shifts)?

• AMarketing Intelligence System (Sistema de inteligencia de mercadotecnia)
• BInternal Records System (Sistema de registros contables internos)
• CMarketing Research System (Sistema de investigación de mercados)
• DMarketing Decision Support System (Sistema de soporte a las decisiones de mercadotecnia -…

What is the primary difference between exploratory research and descriptive research in the marketing research process?

• AExploratory research clarifies vague problems and generates hypotheses; descriptive resea…
• BExploratory research uses large probability samples to test cause and effect; descriptive…
• CExploratory research is conducted after launch to explain results; descriptive research i…
• DExploratory research is always quantitative; descriptive research is always qualitative a…

In the VALS (Values, Attitudes, and Lifestyles) psychographic segmentation framework, consumers are classified according to their primary motivation and their level of resources. Which group is characterized by high resources motivated by ideals?

• AThinkers (Pensadores)
• BAchievers (Triunfadores)
• CExperiencers (Experimentadores)
• DSurvivors (Sobrevivientes)

A mobile telecommunications company begins the month with 10,000 active subscribers. During the month, 300 customers cancel their service contracts, and 500 new subscribers sign up. What is the customer churn rate for that month?

• A3.0%
• B5.0%
• C2.0%
• D8.0%

In marketing research data analysis, what statistical test is most appropriate to determine whether there is a statistically significant association between two categorical variables (e.g., gender and beverage brand preference)?

• AChi-square test of independence
• BIndependent samples t-test
• COne-way analysis of variance (ANOVA)
• DPearson correlation coefficient

In Abraham Maslow's Hierarchy of Needs, after a consumer's physiological, safety, and social belonging needs are satisfied, which higher-level need category drives purchases of luxury timepieces, designer fashion, and executive vehicles?

• AEsteem (status and recognition) needs
• BSelf-actualization needs
• CSafety (security) needs
• DPhysiological needs

What is the term for a market research error that occurs when the sample drawn deviates systematically from the true population because the listing or directory from which subjects were selected omits significant segments of the target population?

• ASampling frame error
• BRandom sampling error
• CResponse bias
• DInterviewer cheating

Which secondary data source provided by the Mexican federal government offers official, authoritative census and statistical data on population demographics, household economic characteristics, and industrial economic units?

• AINEGI (Instituto Nacional de Estadística y Geografía)
• BPROFECO (Procuraduría Federal del Consumidor)
• CIMPI (Instituto Mexicano de la Propiedad Industrial)
• DCONDUSEF (Comisión Nacional para la Protección de los Usuarios de Servicios Financieros)

In the Product Life Cycle (PLC) framework, which stage is typically characterized by peak sales volume, intense price competition among established competitors, high advertising to maintain market share, and plateauing profits?

• AMaturity stage (Madurez)
• BIntroduction stage (Introducción)
• CGrowth stage (Crecimiento)
• DDecline stage (Declive)

A specialty coffee roaster increases the retail price of its 1-kg bag of coffee beans from $200 MXN to $240 MXN (+20%). As a result, weekly sales drop from 1,000 bags to 700 bags (-30%). What is the Price Elasticity of Demand (in absolute value)?

• A1.50 (Elastic demand)
• B0.67 (Inelastic demand)
• C1.00 (Unitary elasticity)
• D2.00 (Elastic demand)

A smartphone maker launches a new flagship model at a very high introductory price aimed at early adopters willing to pay a premium, and lowers the price over the following months to reach more price-sensitive buyers. Which pricing strategy is this?

• APrice skimming (Estrategia de descremado de precios)
• BPenetration pricing (Estrategia de penetración)
• CPredatory pricing (Precios predatorios)
• DLoss-leader pricing (Líder en pérdidas)

In brand management, according to David Aaker's Brand Equity model, what are the five core dimensions that constitute brand equity?

• ABrand loyalty, brand awareness, perceived quality, brand associations, and other propriet…
• BBrand awareness, advertising spend, market share, distribution coverage, and price premium
• CBrand loyalty, customer satisfaction, repurchase rate, share of wallet, and net promoter…
• DBrand identity, brand image, brand personality, brand positioning, and brand architecture

Under Mexican Official Standard NOM-051-SCFI/SSA1-2010 (updated front-of-package nutritional labeling), packaged food and non-alcoholic beverages that exceed nutritional thresholds must display black octagonal warning stamps. Which of the following is an official warning stamp under this regulation?

• AEXCESO CALORÍAS (Excess Calories)
• BCONTIENE COLORANTES ARTIFICIALES
• CALTO CONTENIDO DE PROTEÍNA
• DLIBRE DE GLUTEN CERTIFICADO

A retailer buys an electric blender from an appliance manufacturer at a wholesale cost of $600 MXN. If the retailer requires a gross profit margin of 40% on the final selling price, what retail price should the store set?

• A$1,000 MXN
• B$840 MXN
• C$720 MXN
• D$1,500 MXN

If a 15% increase in the price of brand A's gourmet burgers causes an 18% increase in the quantity demanded of brand B's artisan hot dogs, what is the Cross-Price Elasticity of Demand (Exy), and what economic relationship exists between the two goods?

• A+1.20, confirming that the two goods are substitute products
• B-1.20, confirming that the two goods are complementary products
• C+0.83, confirming that the two goods are luxury products
• D-0.83, confirming that the two goods are Giffen goods

A manufacturer of inkjet printers sells the printer units at an exceptionally low price (near or below manufacturing cost) while charging high profit margins on proprietary replacement ink cartridges that consumers must purchase continuously. Which pricing strategy is being used?

• ACaptive product pricing (Precios de productos cautivos)
• BPure price bundling (Venta atada pura)
• CBy-product pricing (Precios de subproductos)
• DOptional-feature pricing (Precios de productos opcionales)

An established brand of laundry detergent introduces three new scent variants (Lavender Breeze, Citrus Fresh, Aloe Vera) under the identical brand name in the same detergent category. What type of brand strategy is this?

• ALine extension (Extensión de línea)
• BBrand extension (Extensión de marca)
• CMultibrand strategy (Estrategia multimarca)
• DNew brand strategy (Nueva marca)

In product packaging hierarchy, what is the role and definition of 'secondary packaging'?

• AThe outer box or wrapping that holds and protects the primary package and is discarded wh…
• BThe container in direct contact with the product itself, such as the tube that holds the…
• CThe corrugated cases and pallet wrap used to move many units through warehouses and freig…
• DThe shelf label or price tag that the store places next to the product in the aisle

Which distribution intensity strategy involves placing consumer products in as many retail outlets as possible to maximize product exposure and convenience for impulse and high-frequency purchases (e.g., soft drinks, chewing gum, potato chips)?

• AIntensive distribution (Distribución intensiva)
• BSelective distribution (Distribución selectiva)
• CExclusive distribution (Distribución exclusiva)
• DFranchise distribution (Distribución por franquicia)

In retail channel dynamics, what is 'horizontal channel conflict'?

• AConflict between intermediaries at the same level, such as two dealers of one brand under…
• BDisputes between a manufacturer and its wholesale distributors about delivery schedules a…
• CDisagreements between franchisees and the franchisor about the national royalty rates the…
• DCompetition between the manufacturer's own online store and its network of authorized ret…

Which type of Vertical Marketing System (VMS) achieves channel coordination and integration not through common equity ownership or formal contractual agreements, but through the sheer market size, brand leadership, and economic power of one dominant channel member?

• AAdministered VMS (SMV Administrado)
• BCorporate VMS (SMV Corporativo)
• CContractual VMS (SMV Contractual)
• DHorizontal Marketing System

A retail store format that is a giant specialty store carrying a very deep assortment of a particular product line, supported by knowledgeable staff and competitive prices, that dominates its merchandise category (e.g., Home Depot, Best Buy, Petco) is known as a:

• ACategory killer (Asesino de categoría)
• BDepartment store (Tienda departamental)
• CConvenience store (Tienda de conveniencia)
• DOff-price retailer (Minorista de precio rebajado)

What is the defining characteristic of an 'omnichannel' retail strategy compared to a traditional 'multichannel' strategy?

• AIt integrates stores, app, web, and social channels so customers move seamlessly between…
• BIt sells only through digital channels and closes the company's physical stores
• CIt keeps separate teams, inventories, and prices for each channel so they can be measured…
• DIt uses as many channels as possible, even when they share no customer or inventory data

A digital media planner runs an online display ad campaign costing $15,000 MXN that delivers 1,200,000 total ad impressions. What is the Cost Per Thousand Impressions (CPM)?

• A$12.50 MXN
• B$15.00 MXN
• C$8.00 MXN
• D$80.00 MXN

In media planning, an advertising schedule reaches 70% of the target demographic audience with an average exposure frequency of 4 times during a 4-week flight. What is the total Gross Rating Points (GRP) generated by this media schedule?

• A280 GRP
• B74 GRP
• C17.5 GRP
• D70 GRP

Which promotional mix tool is characterized by short-term tangible incentives (such as manufacturer coupons, point-of-sale rebates, two-for-one premiums, and product sampling) designed to motivate immediate trial or accelerate purchase volume?

• ASales promotion (Promoción de ventas)
• BPublic relations (Relaciones públicas)
• CPersonal selling (Venta personal)
• DCorporate image advertising

What is the primary difference between a 'Push' promotion strategy and a 'Pull' promotion strategy in marketing channel distribution?

• APush aims trade promotions and personal selling at intermediaries; pull aims advertising…
• BPush aims advertising and consumer promotions at end users; pull aims trade promotions at…
• CPush relies only on digital channels, while pull relies only on traditional media such as…
• DPush is used for export markets, while pull is used only for products sold in the domesti…

In the BCG Growth-Share Matrix, a product line that occupies a low relative market share in a rapidly growing, high-growth industry is categorized as a:

• AQuestion mark
• BStar
• CCash cow
• DDog

In the Ansoff Growth Matrix, an enterprise that introduces a completely new, innovative line of plant-based protein snacks into its existing, established supermarket consumer market is executing which growth strategy?

• AProduct development (Desarrollo de producto)
• BMarket penetration (Penetración de mercado)
• CMarket development (Desarrollo de mercado)
• DDiversification (Diversificación)

What is the term for a visual multidimensional representation that displays consumer perceptions of competing brands along key evaluative dimensions (e.g., Price vs. Perceived Quality, or Sporty vs. Conservative)?

• APerceptual positioning map
• BIshikawa (fishbone) diagram
• CPareto cumulative chart
• DGantt implementation chart

A manufacturer of luxury executive watches limits distribution in Mexico City to only two prestigious authorized jewelers, strictly requiring both dealers to maintain dedicated brand display cases and highly trained service horologists. What distribution strategy is this?

• AExclusive distribution (Distribución exclusiva)
• BIntensive distribution (Distribución intensiva)
• CSelective distribution (Distribución selectiva)
• DDisintermediated direct distribution

Which pricing model adjusts prices continuously in real time based on instantaneous algorithmic shifts in customer demand, available capacity, competitor rates, and booking timing (frequently used by airlines, hotels, and ride-hailing apps)?

• ADynamic (surge) pricing
• BCost-plus markup pricing
• CEveryday low pricing (EDLP)
• DTarget-return pricing

In brand architecture, what is the strategy known as 'House of Brands' (Casa de marcas)?

• AA portfolio of independent brands with little or no visible link to the parent company, s…
• BA single master brand used across all of the company's products and services, as with Vir…
• CTwo established brands from different companies that appear together on a single co-brand…
• DA company that licenses its brand name to other manufacturers in exchange for a royalty o…

A firm has total fixed marketing and administrative overhead of $1,500,000 MXN. It sells an educational software license for $500 MXN per unit. The variable cost per software download is $100 MXN. How many units must the firm sell to achieve the break-even point?

• A3,750 units
• B3,000 units
• C15,000 units
• D2,500 units

Which digital marketing search engine strategy involves optimizing website architecture, meta tags, page load speed, and high-quality organic content to rank organically in search engine results pages (SERPs) without paying cost-per-click fees?

• ASearch Engine Optimization (SEO)
• BSearch Engine Marketing / Pay-Per-Click (SEM / PPC)
• CAffiliate marketing
• DProgrammatic display advertising

In service marketing, what characteristic describes the reality that service performance and customer experience can vary widely depending on which employee provides the service, at what time of day, and in what location?

• AVariability (heterogeneity)
• BIntangibility
• CInseparability
• DPerishability