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MIDTERM EXAMINATION
Spring 2010
MKT501- Marketing Management (Session - 4)
Time: 60 min
Marks: 44
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 (page 16)
► Financial summary
Question No: 2 ( Marks: 1 ) - Please choose one
A market nicher can reduce their operating expense through less spending on:
► Market segment and advertising
► R & D and market segment
► Advertising and promotion
► R & D and advertising (page 20)
Question No: 3 ( Marks: 1 ) - Please choose one
Which of the following goods are purchased without any planning or search effort?
► Emergency
► Specialty
► Impulse (repeated)
► Shopping
Question No: 4 ( Marks: 1 ) - Please choose one
Which of the following is NOT undertaken by all the companies in the process of new
product development?
► Market testing
► Commercialization
► Idea screening
► Idea generation
ref .knowthis.com/principles-of-marketing-tutorials/managing-products/productdevelopment-steps-1-3/
Question No: 5 ( Marks: 1 ) - Please choose one
Which of the following is the degree to which new product matches the values and
experiences of the individuals in the community?
► Innovation communicability
► Innovation divisibility
► Innovation compatibility
► Innovation complexity
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ref http://books.google.com.pk/books?id=6uU-DzsCIQC&pg=PA240&lpg=PA240&dq=Which+of+the+following+is+the+degree+to+whi
ch+new+product+matches+the+values+and+experiences+of+the+individuals+in+the+co
mmunity&source=bl&ots=s1qA4z48U6&sig=MDzyKRy0_NZkWf4JpnYsvS4ih8s&hl=e
n&ei=v0iaTLf_J8O6cZjgsNkH&sa=X&oi=book_result&ct=result&resnum=1&ved=0C
BMQ6AEwAA#v=onepage&q&f=false
Question No: 6 ( Marks: 1 ) - Please choose one
Which of the following is the leak-proof packaging that provides additional protection for
the primary container?
► Primary packaging
► Secondary packaging
► Transport packaging
► Decorative packaging
ref .afrims.org/media/viro-packagingprocedures.pdf
Question No: 7 ( Marks: 1 ) - Please choose one
Packaging used for the ice creams is an example of which of the following?
► Decorative packaging
► Transport packaging
► Secondary packaging
► Primary packaging
Question No: 8 ( Marks: 1 ) - Please choose one
The existing strong brand name can be as a vehicle to launch new product in the other
categories. What does this statement imply?
► Family branding
► Line extension
► Individual branding
► Brand extension (page 37)
Question No: 9 ( Marks: 1 ) - Please choose one
Which of the following is a name, term, sign, symbol, design, or a combination of these,
that identifies the product or service?
► Label
► Co-brand
► Brand
► Product
ref http://en.wikipedia.org/wiki/Brand
Question No: 10 ( Marks: 1 ) - Please choose one
The concept of price is central to:
► Administration
► Management
► Macroeconomics
► Microeconomics (page 31)
Question No: 11 ( Marks: 1 ) - Please choose one
The basic human requirement defines which of the following?
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► Need (page 4)
► Demand
► Want
► Satisfaction
Question No: 12 ( Marks: 1 ) - Please choose one
The phenomenon, when a customer dislikes a product and talks against the product, is
termed as:
► Propaganda
► Unfavorable environment
► Bad mouth (page 8)
► Bad impression
Question No: 13 ( Marks: 1 ) - Please choose one
Distributors are part of which of the following environment?
► Task environment (page 11)
► Broad environment
► Natural environment
► Political environment
Question No: 14 ( Marks: 1 ) - Please choose one
In which section of the marketing plan you would find the detailed information about the
marketing environment, market trends, customers and competitors?
► Situation analysis
► Product/market background
► Marketing strategies
► Market analysis (page 15)
Question No: 15 ( Marks: 1 ) - Please choose one
Which one of the following strategies emphasizes on brand image?
► Cost leadership strategy
► Market dominance strategy
► Differentiation strategy (page 20)
► Market segmentation strategy
Question No: 16 ( Marks: 1 ) - Please choose one
Which of the following is NOT a type of innovation strategy?
► Pioneers
► Challengers (page 17)
► Close followers
► Late followers
Question No: 17 ( Marks: 1 ) - Please choose one
ABC Company has been selling quality women garments at Rs.2000 to Rs.3000 which is
roughly one tenth of their usual selling price. This is an example of:
► Skimming
► Loss leader
► Demand based pricing
► Cost based pricing
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Question No: 18 ( Marks: 1 ) - Please choose one
Distribution of posters regarding the mobile phone usage during driving by the people
against their usage illustrates:
► The government is not involved in marketing
► That the drivers constitute market segment
► How marketing concepts are applied by the non profit organization
► Awareness to the general public
Question No: 19 ( Marks: 1 ) - Please choose one
Which of the following is the unique combination of benefits received by targeted buyers
that includes quality, price, convenience, on time delivery, and both before sale and after
sale service.
► The marketing concept
► Customer value (repeated)
► The price-quality trade off
► Customer relationship management
Question No: 20 ( Marks: 1 ) - Please choose one
According to the societal marketing concept, who is most involved in deciding what
needs and wants are good for consumers in the long run?
► The organization itself
► The individual consumers
► Competitive forces
► Marketing researchers
ref http://highered.mcgrawhill.com/sites/0072828803/student_view0/chapter1/multiple_choice_quiz_a.html
Question No: 21 ( Marks: 1 ) - Please choose one
Which of the following statements about environmental factors is true?
► Environmental factors have no influence over an organization's opportunities.
► Recent studies have shown that an action-oriented firm still cannot affect
environmental factors in any way.
► Environmental factors are also called controllable factors.
► Environmental factors include social, economic, technological, competitive, and
regulatory forces.
http://highered.mcgrawhill.com/sites/0072828803/student_view0/chapter1/multiple_choice_quiz_a.html
Question No: 22 ( Marks: 1 ) - Please choose one
While writing the marketing plan, the analysis of environmental factors like supply chain,
Government and legal etc, comes under which of the following section of marketing
plan?
► Macro environment (page 15)
► Market analysis
► Consumer analysis
► Internal environment analysis
Question No: 23 ( Marks: 1 ) - Please choose one
Which of the following goods are purchased by customers after comparisons of
competing goods available in stores on the basis of price, quality, style and colors?
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► Specialty goods (page 25)
► Shopping goods
► Impulse goods
► Convenience goods
Question No: 24 ( Marks: 1 ) - Please choose one
___________type of growth refers to concentrating activities on markets and/or products
that are familiar:
► Diversification
► Condensive
► Integrative
► Intensive
ref .oup.com/uk/orc/bin/9780199290437/01student/cqs/ch05/?view=Standard
(question 15)
Intensive growth refers to concentrating activities on markets and/or products that
are familiar. By increasing market share or by introducing new products to an
established market growth, growth is achieved by intensifying activities.
Question No: 25 ( Marks: 1 ) - Please choose one
The “convenience goods” in the industrial market are:
► Operating supplies
► Components parts
► Industrial computers
► Accessory equipment
Question No: 26 ( Marks: 1 ) - Please choose one
Many business executives argue that a more accurate explanation of actual pricing
behavior is that within a given profit constraints, firms strive for:
► Profit maximization
► Target return
► Sales maximization
► Market share
Question No: 27 ( Marks: 1 ) - Please choose one
Which of the following discourages the entry of competitors as well as act as a barrier to
entry?
► Cost-orientated pricing
► Psychological pricing
► Penetration pricing (page 45)
► Market skimming pricing
Question No: 28 ( Marks: 1 ) - Please choose one
The opportunity to deduct 2 percent from the bill if payment is made within 10 days is a:
► Trade discounts
► Quality discounts
► Cash discount (page 43)
► Off price discounts
Question No: 29 ( Marks: 3 )
Describe the characteristics of early majority customers.
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They are very careful people and take time to adopt things. They tend to collect
information about the change or the product, study carefully and then adopt on the
basis of their merits.
Question No: 30 ( Marks: 3 )
Psychological pricing is gaining importance day by day with the changing views of
customers. In your own sense what are the different hypothesis that lead to the building
the process of psychological pricing?

Consumers ignore the least significant digits rather than do the proper
rounding. Even though the cents are seen and not totally ignored, they may
subconsciously be partially ignored. Some suggest that this effect may be
enhanced when the cents are printed smaller: $1999.
 Fractional prices suggest to consumers that goods are marked at the lowest
possible price.
 Now that consumers are used to psychological prices, other prices look odd.
Question No: 31 ( Marks: 5 )
All marketing mix elements vary during the life cycle of a product. Explain how
sales promotional strategies changes at different stages of product life cycle
Sales Promotional Strategies
 •Advertising
 •Personal selling
 •Sales promotion
 •Publicity and public relations
Advertising: Is any non personal paid form of communication using any form of mass media.
Personal selling: Selling a product service one to one
Sales promotion: Commonly used to obtain an increase in sales short term. Could involve using
money off coupons or special offers.
Public relations: Involves developing positive relationships with the organization media public.
The art of good public relations is not only to obtain favorable publicity within the media, but it is
also involves being able to handle successfully negative attention.
Question No: 32 ( Marks: 5 )
List any five characteristics of a good brand name.
characteristics of a good brand name
1. • Be legally protectable
2. • Be easy to Pronounce
3. • Be easy to Remember
4. • Be easy to Recognize
5. • Attract Attention
6. • Suggest product Benefits (e.g.: Easy-Off) or suggest usage
7. • Suggest the company or product Image
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8. • Distinguish the product's Positioning relative to the competition