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MKT501- Marketing Management (Session - 3)
Marks: 84
Question No: 1 ( Marks: 1 ) - Please choose one
Results from the research that have already been conducted are displayed in
which of the following part of marketing plan?
► Marketing strategies
► Executive summary
► Appendix
► Financial summary
Question No: 2 ( Marks: 1 ) - Please choose one
Critical path analysis is a part of which of the following?
► Implementation stage
► Marketing strategies
► Executive summary
► Financial summary
Question No: 3 ( Marks: 1 ) - Please choose one
A market leader firm can expand the total market through:
► Decreasing distribution of the product
► Introducing the new usage of the product
► Eliminating some features of product
► Increasing cost
Question No: 4 ( Marks: 1 ) - Please choose one
Which of the following stage of product life cycle is most expensive?
► Introduction
► Growth
► Maturity
► Decline
Question No: 5 ( Marks: 1 ) - Please choose one
Which of the following is the spread of idea from the source of invention to the
ultimate user or consumers?
► Innovation adoption process
► Innovation diffusion process
► Adoption process
► New product recognition
Question No: 6 ( Marks: 1 ) - Please choose one
When two or more well known brands are combined in an offer it is called:
► Private brand
► Multibrands
► Co-brand
► New brand
Question No: 7 ( Marks: 1 ) - Please choose one
All of the following are true about price EXCEPT:
► Price is independent of the other elements of the marketing mix
► Price is the monetary value of a product
► Price is most flexible tool in the marketing mix
► Price is marketing mix element which produces revenue
Question No: 8 ( Marks: 1 ) - Please choose one
ABC Company priced the product as of Rs. 19.99 instead of Rs.20. Which of the
following pricing techniques is ABC Company using?
► Dodging pricing
► Deceptive pricing
► Premium pricing
► Psychological pricing
Question No: 9 ( Marks: 1 ) - Please choose one
Which of the following method is mostly used in the retailing?
► Courier service
► Online shops
► Self-service
► Counter-service
Question No: 10 ( Marks: 1 ) - Please choose one
Which of the following is price reduction offered when an order is placed in
slack/drooping period?
► Cash discount
► Trade discount
► Quantity discount
► Seasonal discount
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Question No: 11 ( Marks: 1 ) - Please choose one
Which of the following discourages the entry of competitors as well as low prices
act as a barrier to entry?
► Cost-orientated pricing
► Psychological pricing
► Penetration pricing
► Market skimming pricing
Question No: 12 ( Marks: 1 ) - Please choose one
What will be the average cost per unit if a firm produces 500 units at cost of
Rs.100, 000?
► 200
► 150
► 100
► 50
Question No: 13 ( Marks: 1 ) - Please choose one
Management at ABC electronics has introduced the product at high price. Identify
the type of pricing ABC electronics is using.
► Odd-even
► Skimming
► Penetration
► Psychological
Question No: 14 ( Marks: 1 ) - Please choose one
Which of the following is the best example of a product that is suitable for
sampling?
► Lawn furniture
► Leather briefcase
► Ceiling fan
► Shampoo
Question No: 15 ( Marks: 1 ) - Please choose one
Identify the sales promotion technique in which price of a popular product is
temporally reduced to stimulate profitable sales.
► Coupons
► Free samples
► Contests
► Loss leader
Question No: 16 ( Marks: 1 ) - Please choose one
While reading a newspaper you have found a coupon booklet inserted in the
newspaper. Identify the type of sales promotion technique.
► Coupon
► Free sample
► Price-pack deal
► Free-standing insert
Question No: 17 ( Marks: 1 ) - Please choose one
Identify the trade sales promotional tool which induce retailer to purchase and
display a product.
► Trade allowance
► Trade contest
► Dealer loader
► Push money
Question No: 18 ( Marks: 1 ) - Please choose one
Which of the following is an amount paid by way of reduction, return, or refund on
what has already been paid or contributed by the customer?
► Coupon
► Free sample
► Rebate
► Price deal
Question No: 19 ( Marks: 1 ) - Please choose one
Which of the following was the most common form of advertising in ancient
times?
► Word of mouth
► Commercial message
► Election campaign
► Non verbal communication
Question No: 20 ( Marks: 1 ) - Please choose one
When was mass media introduced?
► 1950s
► 1940s
► 1930s
► 1920s
Question No: 21 ( Marks: 1 ) - Please choose one
Which of the following communication activities are likely to be most effective for
a local hairdressing service?
► Public relations
► Word-of-mouth
► Sales promotion
► Radio advertisements
Question No: 22 ( Marks: 1 ) - Please choose one
Manufacturers of shampoos often send out free samples of their products with
the magazines. This illustrate the use of which of the following element of
promotional mix
.
► Personal selling
► Sales promotion
► Direct mail
► Advertising
Question No: 23 ( Marks: 1 ) - Please choose one
All of the following are the objectives of sales promotion EXCEPT:
► Personal interaction between two or more people
► Invites and rewards quick consumer response
► Offers strong incentives to buy
► Attracts consumer attention
Question No: 24 ( Marks: 1 ) - Please choose one
A brand may achieve which of the following when it is associated with a whole
category of products?
► Market share
► Positive mind share
► Dominant mind share
► Mind share
Question No: 25 ( Marks: 1 ) - Please choose one
Identify the situation in which there is NO negotiation at all.
► When both parties are weak
► When one party is strong
► When both parties are strong
► When both parties are equal
Question No: 26 ( Marks: 1 ) - Please choose one
Which of the following is TRUE about “selecting, refining, and crafting an
agreement”?
► It is a step in which both parties gather facts about each other
► It is a step in which both parties estimate cost of agreement
► It is a step in which both parties formalize agreement
► It is a step in which both parties present the starting proposal
Question No: 27 ( Marks: 1 ) - Please choose one
In which of the following the sales force management systems are used?
► Selling and management
► Marketing and advertisement
► Management and marketing
► Management and advertisement
Question No: 28 ( Marks: 1 ) - Please choose one
Productivity of sales force can be measured using all of the following EXCEPT:
► Total cost of production
► Margin by customer segment
► Revenue per territory
► Revenue per sales person
Question No: 29 ( Marks: 1 ) - Please choose one
Identify the feature of selective distribution.
► Less control only
► Less cost only
► Less cost and more control
► More cost and less control
Question No: 30 ( Marks: 1 ) - Please choose one
Outbound operations, including all fulfillment activities and transportation to
customers are which type of supply chain management activities?
► Strategic level
► Tactical level
► Operational level
► Functional level
Question No: 31 ( Marks: 1 ) - Please choose one
Which of the following is the sale of consumer products or services in a face to
face manner away from a fixed retail location?
► Industrial selling
► Indirect selling
► Direct selling
► Business to business selling
Question No: 32 ( Marks: 1 ) - Please choose one
Which of the following is a broad set of communication activities used to create
and maintain favorable relations between the organization and its publics?
► Publicity
► Public relations
► A press strategy
► Advertising
Question No: 33 ( Marks: 1 ) - Please choose one
Which of the following is NOT one of the functions that marketing channel
members generally perform?
► Manufacturing
► Promotion
► Negotiating with buyers
► Information gathering
Question No: 34 ( Marks: 1 ) - Please choose one
Which of the following is a practical model used by marketers?
► Consumer behavior
► Economic
► Psychological
► Behavioral
Question No: 35 ( Marks: 1 ) - Please choose one
Which of the following is the threat for an organization?
► Competitors developing new products
► New machinery or equipment
► Lack of computing expertise
► An unstable work-force
Question No: 36 ( Marks: 1 ) - Please choose one
Which of the following is defined as the process of converting concepts into
specific observable behaviors that a researcher can measure?
► Operationalization
► Conceptualization
► Generalization
► Formalization
Question No: 37 ( Marks: 1 ) - Please choose one
Which of the following technique is used by depth interviewers in which you start
with questions about external objects and external social phenomena, and then
proceed to internal attitudes and feelings?
► Hidden issue questioning
► Laddering
► Symbolic analysis
► Focus groups
Question No: 38 ( Marks: 1 ) - Please choose one
When Saleem buys car using a channel with only one intermediary, that
intermediary is classified as a:
► Functional middleman
► Broker
► Wholesaler
► Retailer
Question No: 39 ( Marks: 1 ) - Please choose one
Which of the following markets involve buying and selling of goods for their utility
and enabling them to make or re-sell a product to others?
► Global markets
► Government markets
► Consumer markets
► Business markets
Question No: 40 ( Marks: 1 ) - Please choose one
Customer cost will be considered as which of the following Ps of marketing mix?
► Product
► Price
► Place
► Promotion
Question No: 41 ( Marks: 1 ) - Please choose one
Which of the following is the consumer’s estimate of the product’s overall
capacity to satisfy his or her needs?
► Value
► Want
► Demand
► Satisfaction
Question No: 42 ( Marks: 1 ) - Please choose one
For which of the following products would the manufacturer be more likely to use
selective distribution?
► Bags of potato chips
► Paper clips
► Microwave ovens
► Nail clippers
Question No: 43 ( Marks: 1 ) - Please choose one
Costs that vary directly with the level of production are referred to as _________.
► Fixed costs
► Variable costs
► Total costs
► Unit costs
Question No: 44 ( Marks: 1 ) - Please choose one
_______ are the sum of the _______ and _______ for any given level of
production.
► Fixed costs; variable; total costs
► Fixed costs; total; variable costs
► Variable costs; fixed; total costs
► Total costs; fixed; variable costs
Question No: 45 ( Marks: 1 ) - Please choose one
Which one of the following options reflects the tactical activities?
► Inventory decisions, including quantity, location, and quality of
inventory
► Information Technology infrastructure, to support supply chain operations
► Where to make and what to make or buy decisions
► Product design coordination
Question No: 46 ( Marks: 1 ) - Please choose one
Which of the following is NOT a style of music video?
► Audio
► Picture
► Text
► Animation
Question No: 47 ( Marks: 1 ) - Please choose one
Supply Chain Management involves getting the right product to the right
customer in the right place at the right time. Which one of the following
options is not a part of supply chain management?
Planning►
Implementing►
Controlling► the physical flow of goods, services, and information
Gathering customer’s ideas for new► products
Question No: 48 ( Marks: 1 ) - Please choose one
Being a marketing manager, you have been assigned a task of conducting
survey in a large area and collecting information that how many people like
and dislike burger. You are collecting information by which of the following
ways?
Experimental► techniques
Qualitative marketing► research
Quantitative► marketing research
Observational► techniques
Question No: 49 ( Marks: 3 )
How an attractive TV commercial can be made?
Question No: 50 ( Marks: 3 )
You might consider strong industry knowledge and expertise to be a core
competence in serving your industry. If your competitors have equivalent
expertise, do you think that this is a core competency? Explain it with
logical reasoning.
Question No: 51 ( Marks: 5 )
Differentiate between economic and psychological models.
Question No: 52 ( Marks: 5 )
What is Integrated Marketing Communications? Why is it important?
Question No: 53 ( Marks: 10 )
What does it mean “money is invested in advertising”? Is advertising all
about investment? Why or why not.
Question No: 54 ( Marks: 10 )
Suppose you are going to take decision about the purchase of newly
introduced milk in the market. Explain the decision making model that you
will follow in this situation.
1.
Personal selling tries to achieve three general goals: finding prospects, convincing
prospects to buy, and ___________.
(A)
(B)
(C)
Monitoring new products being developed
Being aware of competitors' sales activities
Avoiding repeat sales.
(D)
Keeping customers satisfied
2.
Mr. Kafeel, a sales person from Xerox, develops a list of potential customers and
evaluates
them on the basis of their ability, willingness, and authority to
purchase copy machines. This process is called __________.
(A)
(B)
(C)
(D)
Customer search
Sales preparation
Approaching the customer
Prospecting
3.
Imran tells his wife, Saima, that his last sales call of the day at McDonald was a
disaster.
He explains that he never really figured out what the purchasing agent was
looking for. Saima, a sales trainer for another firm, hands Imran a book on
__________.
(A)
(B)
(C)
(D)
Improving listening skills
Overcoming objections
Product demonstrations
Closing the sales encounter
4.
Musharaf, a trained engineer, is a salesperson for a chemical manufacturer. He
provides
current customers with advice about a product's characteristics and
applications. He is a _______.
(A)
(B)
(C)
(D)
Missionary salesperson
Trade salesperson
Inside order taker
Technical salesperson
5.
A sales representative for Coca-Cola travels to various shops and restaurants to
determine
how much bottles the customer needs for the coming period. The sales
representative would be classified as which one of the following types of sales
(A)
(B)
(C)
(D)
Order getter
Inside order taker
Field order taker
Trade salesperson
6.
A ___________ audit is used to assess a company's image among the
organization’s publics or to evaluate the effect of a specific program.
(A)
(B)
(C)
(D)
(E)
Communications
Social
Environmental
Public Relations
Publicity
7.
In many instances the MOST appropriate way to cope with a negative event that
may lead
to negative publicity is to __________.
(A)
(B)
(C)
(D)
8.
Discourage news coverage of the event
Deny that the event occurred
Facilitate news coverage
Hire a public relations firm
A marketer uses pioneer advertising to __________.
(A)
(B)
(C)
(D)
Promote established brands
Compare brand names
Promote a product in the introductory stage of the life cycle
Introduce a competitive version of the product
9.
Which of the following is the most important consideration when choosing an
event to
sponsor?
(A)
(B)
(C)
(D)
10.
Consistency in the association between the event and the company's
product
The length of the event
When the event occurs
The specific name of the event
__________ is a broad set of communication activities used to create and
maintain
favorable relations between the organization and its publics.
1.
(A)
Advertising
(B)
A press strategy
(C)
Public relations
(D)
Publicity
The basic role of promotion is _____.
(A)
(B)
(C)
(D)
Information
Manipulation
Communication
Interpretation
2.
If the aim of the promotion to introduce a new consumer product is to achieve
high awareness levels, the firm will most likely make heavy use of _______ in the
promotional mix.
(A)
(B)
(C)
(D)
3.
Advertising
Sales promotion
Personal selling
Publicity
A consumer contest is an example of _____.
(A)
(B)
(C)
(D)
Personal selling
Sales promotion
Advertising
Indirect selling
4.
A television advertisement showing the safety features of the Volvo 240 DL
would be best classified as which of the following?
(A)
B)
C)
D)
Product advertising
Pioneer advertising
Defensive advertising
Societal marketing
5.
Brands that are promoted through comparative advertising are MOST likely to be
_____.
(A) Market leaders
(B) Brands that are attempting to compete with market leaders
(C) Primarily services rather than tangible goods
(D) Attempting to compete on a non-price basis
6.
Advertising appropriations are largest for which type of product?
(A)
(B)
(C)
(D)
Industrial products
Convenience goods
High-priced products
Specialty goods
7.
If Wrigley sets its pricing objective as attaining 38 percent of the chewing gum
market,
what else would be needed to make this a true pricing objective?
(A)
(B)
(C)
(D)
8.
If a product has an inelastic demand and the manufacturer raises its price, _____
(A)
(B)
(C)
(D)
9.
A statement of demand elasticity
An identification of cost structure
A breakeven analysis
Identification of a time period for accomplishment
Total revenue will increase
Quantity demanded will increase
The demand schedule will shift
The demand will become more inelastic
When marginal cost is equal to marginal revenue, the firm should _____.
(A)
(B)
(C)
(D)
Produce more to increase profits
Produce less to decrease total costs
Stop producing additional units to maximize profits
Provide discounts to encourage purchases
10
Which one of the following pricing policies may result in losing money on the
product?
(A)
(B)
(C)
(D)
1.
Price leader
Psychological discounting
Penetration pricing
Special-event pricing
In the ABSENCE of __________, pricing remains a flexible and convenient way
to adjust the marketing mix.
A)
B)
C)
D)
Experience-curve effects
Strong price competition
Weak price competition
Government price control
2.
Which one of the following statements by a company chairman best reflects the
marketing concept?
A)
B)
C)
D)
We have organized our business to make certain that we satisfy customer
needs.
We believe that the marketing department must organize to sell what we
produce.
We try to produce only high quality, technically efficient products.
We try to encourage company growth.
3.
The two components of a marketing strategy are _______.
A)
Marketing objectives and promotion
B)
Marketing mix and marketing objectives
C)
Target market and marketing mix
D)
Target markets and promotions
4.
The marketing concept is a philosophy that states that an organization should try
to satisfy customers' needs and at the same time ______.
A)
B)
C)
D)
Increase market share.
Increase sales.
Achieve the organization’s goals.
Always produce high
5.
When a company adjusts price levels so that it can increase sales volume to
levels that match the organization’s expenses, it is said to employ a _____pricing
objective.
A)
B)
C)
D)
Market share
Cash flow
Return on investment
Survival
6.
If Planters is concerned that acquiring a taste for its new product, honey-roasted
macadamia nuts, takes time, it should use __________ packaging.
A)
Family
B)
Multiple
C)
Tamper-resistant
D)
Unlabeled
7.
A carton of orange juice has no brand name on the package, only the name of the
product 'orange juice'. This is an example of
A)
A manufacturer's brand.
B)
An own label brand
C)
A no-frills brand
D)
A generic brand.
8.
One distinguishing factor between a brand name and a brand mark is that a brand
name is _______
A)
B)
C)
D)
9.
A firm may decide that all packages are to be similar or include one major
element of the design. This approach to promote an overall company image is
called ______
A)
B)
C)
D)
10.
Creates customer loyalty.
Consists of words.
Identifies only one item in the product mix.
Implies an organization's name.
Family extension.
Family packaging.
Overall packaging.
Package extension.
The _____ stage of the product life cycle generates most sales revenue for the
firm.
A)
Introduction
B)
Growth
C)
Maturity
D)
Decline
1) Which of the following is a part of the media that is specially designed to
reach a very large or the whole population of a country?
a) Mass media
b) Print media
c) Electronic media
d) Internet
2) Which of the following is NOT the purpose of mass media?
a) Advocacy
b) Journalism
c) Broadcasting
d) Entertainment
3) Which type of media has an advantage of “mass coverage” for promotions?
a) Newspaper
b) Radio
c) Television
d) Outdoor advertising
4) Which of the following is NOT used for commercial advertising?
a) Wall paintings
b) Billboards
c) Bus stop benches
d) Word of mouth
5) For what purpose advertising slogans are used?
a) Drawing attention
b) Marketing communication
c) Sales promotion
d) Publicity
6) In which type of commercial, information is conveyed through television?
a) Broadcasting
b) Information
c) Telecasting
d) Billboard
7) Which of the following is a NOT type of sales?
a) Direct sales
b) Aggressive sales
c) Consultative sales
d) Complex sales
8) Who is much more knowledgeable about their product or service than the
prospect?
a) Sales person
b) Manager
c) Customer
d) Whole seller
9) Which of the following is NOT the tactics of negotiation?
a) Presenting demands
b) Setting pre-conditions
c) Declining to speak first
d) Presenting product
10) What is the other term used for negotiation?
a) Loss-win
b) Win-win
c) Win-loss
d) Loss-loss
11) How marketing manager can develop strategies for each product using
information from sales force management system?
a) Using communication mix variables
b) Using marketing mix variables
c) Using product mix variables
d) Using promotion mix variables
12) How an increased productivity create competitive advantage?
a) It reduces cost
b) It increases retailers
c) It increases competitors
d) It reduces growth
13) What is an outcome of communication and co-operation between sales
personnel?
a) More productivity
b) Successful selling
c) More market growth
d) Successful team selling
14) Identify the type of promotion in which companies use celebrities for
promotion.
a) Personal selling
b) Sales promotion
c) Publicity
d) Public relation
15) Companies are using public relation to support the sales:
a) In short run only
b) In long run only
c) In short and long run
d) None of the given options
16) Which of the following is the combination of institutions through which a
seller markets products to the user?
a) Retailer
b) Wholesaler
c) Distribution channel
d) Logistics organization
17) Which of the following is readymade business transferred from one place to
other?
a) Whole selling
b) Retailing
c) Franchising
d) Direct selling
18) What will be the length of distribution channel for perishable goods?
a) Short
b) Long
c) Medium
d) None of the given options
19) What is the intention of vertical marketing for retailers and wholesalers?
a) Reduce cost
b) Reduce channels
c) Reduce control
d) Increase control
20)A vertical marketing system in which independent firms at different levels of
production and distribution join together through contracts to obtain more
economies or sales impact than they could achieve alone is referred as:
a) Corporate VMS
b) Conventional VMS
c) Administered VMS
d) Contractual VMS