1) All of the following are accurate descriptions of modern marketing today, except

which one?
A) Marketing is creation of value for customers.
B) Marketing is customer satisfaction at a profit.
C) Selling and advertising are synonymous with marketing.
D) Marketing involves building and managing profitable customer relationships.
E) None of the above statements is true.

2) _____ is defined as a social and managerial process by which individuals and

organizations obtain what they need and want through value creation.
A) Selling
B) Advertising
C) Barter
D) Marketing
E) None of the above is correct.

3) _____ refers to sellers being preoccupied with their own products and losing sight of
underlying consumer needs.
A) Selling myopia
B) Marketing
C) Selling
D) Marketing myopia
E) Share of customer

4) When backed by buying power, wants become _____.

A) Social needs
B) Demands
C) Physical needs
D) Self-esteem needs
E) Exchanges

5) _____ are key building blocks for developing and managing customer relationships.
A) Consumer expectations and customer satisfaction
B) Customer choices and product offers
C) Product performance and customer value
D) Customer value and customer satisfaction
E) Strategic plans
6) All of the following phrases reflect the marketing concept, except which one?
A) We don’t have a Marketing Department, we have a Customer Department.
B) We make it happen for you.
C) We stay close to customers.
D) Putting profits ahead of customer needs is critical to the health of the firm.
E) Customers are important.

7) An example of a(n) _____ is when a customer pays Circuit City $250 and receives a
television set in return.
A) Exchange
B) Transaction
C) Market
D) Segment
E) Scam

8) _____ is the set of actual and potential buyers of a product.

A) A market
B) An audience
C) A group
D) A segment
E) An exchange

9) Society and culture shape the basic form of human needs called _____.
A) Needs
B) Wants
C) Demands
D) Value
E) An exchange

10) Central to any definition of marketing is _____.

A) Demand management
B) Transactions
C) Customer relationships
D) Making a sale
E) Making a profit

Fill in the blanks with appropriate answers: (Marks: 10)

1. __________________ consists of direct communications with carefully targeted
individuals, consumers to obtain an immediate response.
2. An important source of information is the sales report including __________ and
________ reports.
3. Evaluating the ________________ is an important process in the sales force
management.
4. Some companies place information and ordering machines called _______ in
stores, airports, and other location.
5. _________ are certificates that give buyer a saving when they purchase specified
products.
6. ___________ marketing is selling through catalogs mailed to a selected list of
customers or made available in stores.
7. ___________________________________channels are media that carry
messages without personal contact or feed back.
8. The _______________ is a method that deals in selling the company’s promotion
budget at a certain percentage of current or forecasted sales.
9. _____________ is a process by which the receiver assigns meaning to the
symbols encoded by the sender.
10. In ___________________ sales person learns as much as possible about
prospective customer before making a sales call.

2. It includes laws, government agencies, and pressure groups that influence and limit
various organizations and individuals in a given society.
a) Natural environment
b) Political environment
c) Societal environment
d) Cultural environment

3. These are shadow of the boomers and lack obvious distinguishing characteristics.
They are a very cynical group because of all the difficulties that have surrounded
and impacted their group.
a) Baby boomer
b) Generation-X
c) Generation-Y
d) Echo boomers

4. The order or sequence of component of marketing effort is:

a) Control – implementation – market planning
b) Market planning – control – implementation
c) Implementation – control – market planning
d) Marketing planning – implementation – control

5. Which one of the following is a part of customer markets?

a) Government markets
b) Perfect competition markets
c) Fixed price markets
d) Stock markets

6. No single competitive strategy is best for all companies.

a) We need to make separate strategies accordingly
b) We need to make separate businesses accordingly
c) We should go for downsizing
d) We should follow the over all trend of the market

7. Which one of the following is NOT a part of marketing process?

a) Analyzing marketing opportunities
b) Selecting target market
c) Portfolio analysis
d) Develop marketing mix

8. Situation analysis includes 3 C’s, which are:

a) Customer, Company, Computers
b) Customer, Company, Competitors
c) Customer, Convenience, Company
d) Customer, Company, Consumers

9. Which one of the following option is opposite to the Niche marketing?

a) New Marketing exploration
b) Focusing on specialized segment
c) Mass marketing
d) Market intelligence

10. 4 C’s of the marketing mix are:

a) Customer, cost, convenience, communication
b) Customer, cost, convenience, comfort
c) Convenience, communication, coverage, cost
d) Cost, coverage, communication, consultancy

Choose the best option and answer as mentioned in the

Instructions.

1. The goal of Total Quality Management is:

a) Customer satisfaction
b) Product differentiation
c) Brand equity
d) Acting globally

2. The most common form of quality control includes:

a) Planning
b) Organizing
c) Inspection
d) Directing

3. Process selection is primarily considered during:

a) Planning
b) Organizing
c) Leading
d) Controlling
4. The type of operation being carried out by an organization depends upon:
a) Degree of standardization
b) Volume of output
c) Demand
d) Both (a) and (b)

5. Repetitive processing results in output that is:

a) Highly standardized
b) Highly customized
c) Partially customized
d) None of the given options

6. Job shop and batch processing are differentiated on the basis of:
a) Job requirements
b) Degree of standardization
c) Volume of output
d) Both (b) and (c)

7. Automation is preferred because it:

a) Offers lesser dependence on workers
b) Results in reduction in variable cost
c) Offers easy handling of repetitive work
d) All of the given options

8. Product layout is preferably used for:

a) Repetitive processing
b) Intermittent processing
c) Both (a) and (b)
d) Neither (a) nor (b)

9. Process layout is used for:

a) Repetitive processing
b) Intermittent processing
c) Both (a) and (b)
d) Neither (a) nor (b)

10. The most significant advantage of U-shaped layout is:

a) Cost minimization
b) Easy handling of process
c) Increased flexibility in work
d) All of the given options
11. The goal of motion study is to achieve:
a) Cost minimization
b) Maximum efficiency
c) Profitability
d) All of the given options

12. Location decisions are viewed primarily as part of:

a) Marketing strategy
b) Growth factors
c) Financial aspect
d) Both (a) and (b)

13. Regional factors for location planning include all of the following except:
a) Raw materials
b) Markets
c) Labor considerations
d) Attitudes

14. Transportation method is a __________ approach.

a) Quantitative
b) Qualitative
c) Scientific
d) All of the given options

15. Fredrick Taylor’s concern for quality includes:

a) Product inspection
b) Gauging system
c) Statistical control chart
d) Both (a) and (b)

16. Kaoru Ishikawa is famous for:

a) Statistical quality control
b) Fish bone diagram
c) Loss function concept
d) All of the given options

17. Poor quality adversely affects:

a) Costs
b) Productivity
c) Profitability
d) All of the given options

18._________ is intended to assess a company’s performance In terms of

environmental performance:
a) ISO 14000
b) ISO 9000
c) Six sigma
d) All of the given options
19. The purpose of ISO 9000 is to:
a) Promote quality standards to improve efficiency and productivity
b) Earn high profit
c) Avoid unfavorable outcomes
d) Gain high market share

20. A product performing consistently refers to which of the following dimensions of

quality:
a) Safety
b) Conformance
c) Durability
d) Reliability

1. To bring buyers and sellers closer is the primary function of which of the following
options?
a. Import agents
b. Export agents
c. Brokers
d. Manufacturer's sales offices

2. Which of the following is NOT a key activity in logistics?

a. Materials handling
b. Inventory control
c. Production
d. Warehousing

3. A convenience product is probably be sold by using which of the following

distributions?
a. Intensive distribution
b. Exclusive distribution
c. Selective distribution
d. Extensive distribution

4. A reduction from the list price given to channel members based on the job they
perform, reflects which one of the following discounts?
a. Seasonal discount
b. Quantity discount
c. Trade discount
d. Cash discount

5. Setting low prices to encourage initial product trial and to generate sales growth
Reflects which one of the following pricing methods?
a. Penetration pricing
b. Skimming pricing
c. Competition-Based Pricing
d. Cost-Based Pricing

6. Which of the following are NOT examples of intermediaries?

a. Clients
b. Dealers
c. Agents
d. Retailers

7. A marketer who wanted to include detailed explanations in advertisements would be

most likely to use which one of the following media?
a. Radio
b. Television
c. Outdoor displays
d. Magazines

8. Which of the following is the first step in creating effective advertising messages—
deciding what general message will be communicated to consumers?
a. Deciding advertising clutter
b. Message strategy
c. Rewarding consumers
d. Selecting the medium

9. Personal selling can be defined as which of the following communication?

a. People communication
b. Direct communication
c. Interpersonal communication
d. Local communication
10. An effective form of direct marketing today is using the 30-minute television
advertising programs for a single product refers to which of the following options?
a. Direct-Mail Marketing
b. Home shopping TV
c. Infomercials
d. Publicity

As a Customer Relationship Manager (CRM) of ABC Shoes, what measures will you
take to retain your customer?
Provide financial benefits (like buy two get one free, key chains, diaries and calendars).
Provide foot care services by hiring qualified physicians

Enhance the growth potential of each customer through “share of wallet” cross-selling,
and up-selling.
All of the given options.

Firms marketing mix:

Is composed of product, price, communication and distribution.
Should be tailored to the target market
Is a tool of delivering satisfaction
All of the given options

The basic role of promotion is:

Communication
Interpretation
Manipulation
Information

Marketing has an important role to play in:

Business
Politics
Religion
All of the given options

_______are low share business units in high growth markets:

Stars
Cash cows
Question Marks
Dogs

Which element of marketing mix tends to be most adapted?

Price
Product
Promotion
Placement

During_________, sales are zero and company’s investment cost mount.

Introduction
Maturity
Product development
Decline

Online marketing research consists of

Computer interviewing
Internet survey
Focus group interviewing
Telephone interviewing

Basic objective of studying consumer behavior is:

Who buy the product?
When and where they buy?
Why they buy?
All of the given options
________means that what place does you want your product hold in the consumer’s
mind?
Place
Promotion
Positioning
Personal relations
Select the most appropriate answer for each given option

1) Developing the company’s goals and plans belong to.

Major activity of strategic planning process

Major activity of operational planning
Major activity of tactical planning
All of the above

2) A person’s social class is determined by his/her

Income Level
Occupation and education
Product usage, personality and culture
Psychographic characteristics

3) Marketing programs are most closely related to

Customer relationship management

Mass marketing strategy
The four utilities
The marketing mix

4) The current market situation is the section of marketing plan which include

A product review
A market description
Analysis of the competition
All of the above

5) Which of the following is not the example of the strategy that can be used to enhance
profit?

Market development
Product development
Market penetration
Product penetration

6) _______ is an indispensable tool to analyze marketing opportunities.

Selecting target market

Marketing research
Increase in sale
Increase in customers.

7) Which of the following represents the most important reason why firms monitor their
demographic environment?
to explain historical trends
to predict political change
to predict the size of market segments
to predict business cycles

8) Needs differ from wants because:

Wants are a socialized manifestation of underlying needs
Needs are a socialized manifest. Needs are historical; wants are about the autorotation of
underlying wants
Needs are historical; wants are about the future
Needs and wants are exactly the same

9) Which of the following is true about marketing planning at the bottom of a business
cycle?
This is the worst time to invest because the market is weak.
If it is fairly certain that the bottom of the cycle has been reached; this is the time to begin
increasing investment.
Planning should continue on the basis of no change in the level of national economic
activity.
D There is greater certainty at this stage in the cycle.
10) Which of the following is NOT usually defined as an element of the marketing mix?
Product
People
Place
Profit
Consumer products include convenience product, shopping product, specialty product
and unsought product.
Many companies use optional product pricing-offering to sell optional or accessory
product along with their main product.
Cash discount is the price reduction to buyers who pay their bills promptly.
A successful price increase can greatly increase profit
Uniform delivered pricing is the opposite of FOB-pricing.
If the company has selected its target market carefully then its marketing mix strategy,
will be fairly straightforward.
_Seasonal discount_ is the price reduction to buyers who buy merchandise or services out
of seasons
Two basic ways to set list prices are the cost-oriented and _demand__ oriented
approaches.
Penetration pricing policy tries to sell the whole market at one low price skimming
10. Many companies use current profit maximization as their priority goal.

1. The most important types of retail stores are can be classified in terms of several
characteristics, including:
The breadth and depth of their product lines.
The relative prices they charge
How they are organized?
All of given options
_____________ includes all activities involved in selling goods and services to those
buying for resale or business use.
Whole selling
Retailing
Intermediaries
All of the given options
The company identifies the major channel alternatives in terms of ___________:
The types of intermediaries.
The number of intermediaries.
The channel responsibilities of each.
All of the given options
Distribution channel decisions involve _______commitments to other firms.
Long-term
Short-term
Semi-annual
All of the given options

A set of interdependent organizations involved in the process of making a product or

service available for use or consumption by the consumer or business user is known as:
Marketing channel
Distribution channel
Production channel
All of the given options
__________reduce the amount of work that must be done by both producers and
consumers.
Intermediaries
Brokers
Agents
Whole sellers
A __________ combines successive stages of production and distribution under single
ownership.
Corporate VMS
Contractual VMS
Administered VMS
All of the given options
Pricing is difficult because the various products have related demand and costs and face
different degrees of competition. There are ________ product mix pricing situations.

Four
Five
Six
Seven

_______________ such as boom or recession, inflation, and interest rates affect pricing
decisions because they affect both the costs of producing a product and consumer
perceptions of the product's price and value.

Psychological factors
Social factors
Financial factors
None of the given options

Pricing decisions, like other marketing mix decisions, must be ___oriented.

Buyer
Seller
Producer
Distributor
To select media, the advertiser must decide what reach and frequency are needed to
achieve advertising objectives.

The direct presentation of a product to a prospective customer by a representative of the

selling organization is termed as personal selling.

Sales management involves the analysis, planning, implementation and control of sales
force activities.

Order getting is creative selling and is more time consuming.

The creative people must find the best style, tone, words, and format for executing the
message.

Advertising decision-making is a five step process.

Media cost and impact must be re-examined regularly.

Relationship marketing is based on the premise that important

accounts need focused and on going attention.
Surveys can provide information on how many consumers recall the promotion, what
they thought of it, how many took advantage of it, and how it affected their buying.

Continuity means scheduling ads evenly within a given period.

Public relation is often described as a marketing stepchild because of its limited and
scattered use.
Most companies use salespeople to bring their company’s offering to the consuming or
business publics.
Personal selling is the interpersonal arm of the promotion mix
Sales force management is the analysis, planning, implementation, and control of sales
force activities
Sales meetings provide social occasions, breaks from routine and chances to meet and
talk with company managers.
Direct marketing consists of direct communications with carefully targeted individual
consumers to obtain an immediate response.
Mass marketing is targeting broadly with standardized messages and marketing offers
distributed through intermediaries.
A customer database is an organized collection of comprehensive data about individual
customers or prospects, including geographic, demographic, psychographics, and
behavioral data.
Online banners, ads, websites and e-mails can be used as personalized communication
tool.
Internet was used first time in 1982.
1. There are _______ universal functions performed in marketing.
4
8
9
6

2. Which is not included in Porter’s Five Model of Competition?

Threats of new entrants
Rivalry among competitors
Threats of substitute
Threat of Rapid Globalization

3. Product in 4 P’s is equal to

Customer’s cost
Convenience
Customer’s solution
Communication

4 .Question Mark in BCG Matrix represents__________

High-growth, high-share business or products
Low-growth, high-share business or products
Low-growth, low-share business or products
High-growth, low-share business or products

5. Marketing has an important role to play in

Business
Politics
Religion
All of the given options

6. Arrangement for a product to occupy a clear distinctive and desirable place relative to
competing product in the minds of target consumer is
1) Market Segmentation
2) Market Targeting
3) Market positioning
4) SWOT Analysis

7. BCG Matrix is also named as

1) Market-Growth Matrix
2) Growth-Share Matrix
3) Share-Growth Matrix
4) SBU Matrix

8. Diversification means moving into totally different lines of business perhaps entirely
unfamiliar products, markets, or even levels in production marketing system.
1) True
2) False

9. The idea of CRM is that it helps businesses use technology to gain inside into the
behavior of supplier and the value of those suppliers.
1) True
2) False

10. A human want is a state of felt deprivation.

1) True
2) False

1. In _________ the consumer becomes regular user of the product.

Adoption
Awareness
Interest
Trial

2. A manufacturer has ________ sponsorship options.

4
5
6
3
3. Degree to which a market segment can conceptually distinguish and has the ability to
respond differently to different marketing mix elements and programs is:
Measurability
Sustainability
Differentiation
Action Ability

4. Dividing market into different geographical units is called:

Demographic Segmentation
Geographic Segmentation
Behavioral Segmentation
Market Development

5. At __________ level of marketing segmentation there is complete segmentation.

Mass marketing
Segment marketing
Niche Marketing
Micro Marketing

6. __________ has formal or informal power to select or approve the final suppliers.
Decider
Gate Keeper
Influencer
Buyer

7. In model of business buyer behavior, marketing and other stimuli affect the _________
response.
Consumer
Buyer
Supplier
Intermediary

8. Business buying process tends to be more __________ than consumer buying process.
Complex
Formalized
Dependent
All of the above

9. ____________ is the key to make lasting connections with consumers.

Customer Satisfaction
Customer Returns
Customer Wants and Needs
Marketing
10. In the _____________ stage of business buying process, the buyer compiles a small
list of qualified suppliers through computer research in the light of recognizing business
needs and developing product specification.
Product Specification
Supplier Search
Proposal Solicitation
Supplier Selection
__________________ consists of direct communication with carefully targeted
individuals, consumers to obtain an immediate response. (Direct marketing)
An important source of information is the sales report including ___________ and
____________________ reports. (Call, expense)
Evaluating the _______________________ is an important process in the sales force
management. (Sales people)
Some companies place information and ordering machines called __________________
in stores, airports, and other location. (Kiosk)
_____________________ are certificates that give buyer a saving when they purchase
specified products.(Coupons)
_____________________ Marketing is selling through catalogs mailed to a selected list
of customers or made available in stores. (Catalog)
___________________________________Channels are media that carry messages
without personal contact or feed back. (Non personal communication)
The __________________________ is a method that deals in selling the company’s
promotion budget at a certain percentage of current or forecasted sales. (Percentage of
sales method)
___________________________ is a process by which the receiver assigns meaning to
the symbols encoded by the sender. (Decoding)
In ___________________________ sales person learns as much as possible about
prospective customer before making a sales call. (Reproach)
The stage in the product life cycle in which the marketing objective is to maximize profit
while
defending market share is the _______________ stage.
1 Introduction
2 Growth
3 Rejuvenation
4 Maturity (moderate)
5 Decline
Question No. 2 Marks : 1
A common mistake in pricing is _______________.
1 Setting prices according to demand
2 Revising prices too often
3 Considering price and price competition as a key problem in marketing
4 Ignoring costs when setting prices
5 Setting prices independently of the rest of the marketing mix (difficult)
Question No. 3 Marks : 1
Which of the following is not a function of wholesalers?
1 Bulk-breaking
2 Selling and promoting
3 Transportation
4 Transportation
5 Risk bearing
6 Final customer segment selection (moderate)
Question No. 4 Marks : 1
Culture is the most fundamental determinant of a person's wants and behavior.
1 True
2 False
Question No. 5 Marks: 10
List and briefly describe the steps involved in the personal selling process. Which step do
you think is most difficult for the average salesperson? Which step is the most critical to
successful selling? Which step do you think is usually done most correctly? Explain each
of
your choices
Question No. 6 Marks : 1
Post-purchase satisfaction is a function of the consumer's product expectations and the
product's perceived performance
3 True
4 False
Question No. 7 Marks : 10
a) List and describe each of the channel functions that have been traditionally assigned to
wholesalers. How will wholesalers have to change in order to meet the threat of
increasing competition from larger retailers? From direct marketers?
b) Write short note on wheel of retailing?
Question No. 8 Marks : 10
Select a familiar company and assume that you are an idea manager responsible for
generating new-product ideas. How would you structure your new-product development
process? What sources of new ideas would be most valuable?
Question No. 9 Marks : 1
Characteristics of business markets include that there are more buyers and larger buyers
5 True
6 False
Question No. 10 Marks : 1
Target marketing requires marketers to take three major steps:
1) Identify and profile distinct groups,
2) Select one or more segments to enter, and predict the consumer behavior of the
segments.
7 True
8 False
Question No. 11 Marks : 1
A product is anything that can be offered to a market to satisfy a want or need
9 True
10 False
Question No. 12 Marks: 1
The first step in the buying process is the _______________.
1 Information search
2 Evaluation of alternatives
3 Purchase decision
4 Location of alternatives
5 Recognition of the need or problem (moderate)
Question No. 13 Marks: 1
When compared to the consumer market, the demand for goods and services in the
business market is _______________.
1 Far more elastic
2 Significantly more constant
3 Derived (moderate)
4 More likely to be affected by changes in price
5 All of the mention
Question No. 14 10
Discuss the three general pricing approaches and select an example to illustrate the
primary characteristics unique to each general approach?

FALL SEMESTER 2007

MARKETING MANAGEMENT (MKT501)
ASSIGNMENT NO. 2 (Quiz)

Total Marks: 10

Highlight the correct option from given choices.

Company’s or brand’s reliability, competitive prices, quality and reliability, and an
effective sales force are required to deal with _______________market.
Consumer
Business
Global
Governmental

A small retailer lies under the _______________ environment.

Task
Broad
Weak
Competitive

Core Competency:
provides potential access to a wide variety of markets
increases perceived customer benefits
both of the given options
none of the given options

The JEO Films’ investment in film “Khuda Ke Liye” is an example of:

Product concept
Production concept
Marketing concept
All of the given options

The phrase “marketing decisions must be carefully monitored as a whole” is concerned

with _______________ part of the broad environment.
Monitoring
Flexibility
Research & Development
None of the given options
When the customer asks a specific product from the retailer, it can be an impact of
_______________.
Demand Pull Strategy
Cost Pull Strategy
Demand Push Strategy
Product Line Strategy

Which one of the followings is not a part of the Marketing Plan?

Executive summary
Implementation
Salutation
Appendix

A position, in which a company is in a strong but not foremost position, that is satisfied
to live at this level and enjoys its market shares, is called _______________.
Market leader
Market follower
Market challenger
Market nicher

When a company upgrade its brand with more signs and appearance under the same price
for capturing more target costumers, is best under the:
Cost leadership strategy
Differentiation strategy
Promotional strategy
Scenario planning

Warranty and installations are the parts of:

Specialty Goods
Core product
Tangible Product
Augmented Product

FALL SEMESTER 2007

MARKETING MANAGEMENT (MKT501)
ASSIGNMENT NO. 05 (Quiz)
Due Date: 08/02/2008 Total Marks: 10
Instructions:
�To attempt the quiz, students are supposed to submit their solution files (MS Word
Documents) in the following shape/ form (sample).

Q No. Selected Option

1 a
2 b
3 d

�Prepare your solution in “doc” or “rtf” format (compatible with “office 2003”).
Assignments prepared in “office 2007 (docx)” will be graded zero marks.

Questions:
1. A fundamental part of the distribution function is to get the product:
a. To the right place at the right time
b. Launched into new markets
c. To intermediaries
d. To market to avoid channel conflict
2. Which of the following is most likely to stimulate customer loyalty?
a. Coupons
b. Sweepstakes
c. Frequent-user incentives
d. Samples
3. In many instances the most appropriate way to cope with a negative event that may
lead to negative public relations is to:
a. Discourage news coverage of the event
b. Deny that the event occurred
c. Facilitate news coverage
d. Hire a public relations firm
4. Relationships among channel members, i.e. producers, wholesalers and retailers, are
usually:
a. Short-term commitments
b. Long-term commitments
c. Expensive resource commitments
d. Only minor commitment

5. Personal selling tries to achieve three general goals: finding prospects, convincing
prospects to buy and __________.
a. Being aware of competitors' sales activities
b. Depending on one-sale customers
c. Avoiding repeat sales
d. Keeping customers satisfied
6. It is important to actively listen the other party to:
a. Select, refine and craft an agreement
b. Explore their underlying needs
c. Set your tone
d. All of the given options
7. Slow feedback, high costs, and difficulty in measuring effects on sales are
disadvantages of which promotion mix ingredient?
a. Advertising
b. Public relations
c. Sales management
d. Sales promotion
8. What source of information is usually effective for moving consumers to the
evaluation stage of the product adoption process?
a. Salespersons
b. Mass communication
c. Personal sources
d. Consumer advocates
9. A person, group, or organization that has a meaning it intends and attempts to share
with a receiver or an audience is a:
a. Medium of transmission
b. Source
c. Relay channel
d. Decoder
10. The limitations in using publicity-based public relations tools stem primarily from the
fact that:
a. Publicity is never properly managed by media personnel.
b. Media personnel consider only unfavorable messages as newsworthy.
c. It is time-consuming and costly to convince media personnel that the information is
newsworthy.
d. Media personnel control the content and the timing of the communication.

Q No. Selected Option

1 A
2 C
3 C
4 B
5 D
6 B
7 A
8 C
9 B
10 D

FALL SEMESTER 2007

MARKETING MANAGEMENT (MKT501)
ASSIGNMENT NO. 06 (Quiz)
Due Date: 23/02/2008 Total Marks: 10
Instructions:
�To attempt the quiz, students are supposed to submit their solution files (MS Word
Documents) in the following shape/ form (sample).

Q No. Selected Option

1 a
2 b
3 d

�Prepare your solution in “doc” or “rtf” format (compatible with “Office 2003”).
Assignments prepared in “Office 2007 (docx)” will be graded zero marks.

Questions:
1. According to Maslow, the religious affiliations are part of _____________ needs.
a. Physiological
b. Belonging
c. Status
d. Being
2. Which product is MOST likely be purchased through routine decision making?
a. Car
b. Shirt
c. Soft drink
d. Television set
3. The major factors used to divide markets into consumer markets or organizational
markets are the:
a. Buyer characteristics and size of purchases
b. Product prices and buyer characteristics
c. Buyer characteristics and the purposes for which they buy products
d. Buyer characteristics and product characteristics
4. The three major categories of influences that are believed to influence the consumer
buying decision process are personal, psychological, and:
a. Social
b. Demographic
c. Situational
d. Cultural
5. Shortly after purchasing a product, the post-purchase evaluation may result in
cognitive dissonance. Cognitive dissonance is best defined as:
a. The congruence between external and internal searches for product information
b. Satisfaction with the purchase
c. The establishment of criteria for comparing products
d. Doubts that occur because the buyer questions whether the decision to purchase the
product was right
6. You would expect to find Hush Puppies, Marks & Spencer and Chen One in an area
known as the __________ in a city.
a. Central business district
b. Prime pitch
c. Retail zone
d. Central trading area.
7. A customer approaches the store's manager and says that he has seen a blender on
display he wishes to buy. The manager asks him to fill out an order form and someone
from customer service would be happy to bring him a blender. The customer is shopping
in a:
a. Superstore
b. Catalogue showroom
c. Warehouse club
d. Discount store
8. Direct marketing and automatic vending are examples of:
a. Off-premise retailing
b. Non-store retailing
c. Off-price retailing
d. Direct retailing
9. By using a wholesaler, a company can have a distinct advantage because the
specialized services performed by the wholesaler allow the firm to:
a. Focus on developing and manufacturing products that match consumers' needs and
wants
b. Focus on increasing production capacity and efficiency
c. Reduce manufacturing costs to retailers and provide quality merchandise to consumers
d. All of the given options
10. Which type of wholesaler not only provides transportation and delivers products to
retailers, but also provides the service of placing products on retailers’ shelves?
a. Truck wholesaler
b. Cash-and-carry wholesaler
c. Rack jobber
d. Drop shipper

Q No. Selected Option

1 B
2 C
3 C
4 A
5 D
6 B
7 B
8 B
9 A
10 C
Assignment No.2 (Quiz)) (
Solutions

Semester Spring, 2007

Marketing Management (MKT 501)

1. The market consists of all the organization that acquire goods and services used in
the production of other products or services that are sold, rented, or supplied to
other is called _______.

a) Consumer market
b) Business market
c) Niche market
d) Global market

2. The relationship is built with a customer over a long period of time and for
a long time is called ____

a) Customer experience management

b) Consumer life time value
c) Customer life time value
d) Consumer experience management

3. The firm that allow the wants and needs of customers and potential customers to
drive all the firm’s strategic decision is known as _________

a) Marketing oriented firm

b) Customer oriented firm
c) Consumer oriented firm
d) All of above
4. _______________a form of marketing that puts particular emphasis on building a
longer- term, more intimate bond between an organization and its individual customers.
a) Integrated marketing
b) Relationship marketing
c) Global marketing
d) Consumer marketing
5. __________ is the part of the product in the form of additional consumer services
and benefits built around the core product and actual product

a) Consumer product or service

b) Tangible product or service
c) Augmented product or service
d) All of above
6. The ____________includes the immediate actors involved in producing,
distributing, and promoting the offering.

a) Task environment
b) Broad environment
c) Marketing environment
d) Customer environment

7. ____________ is the set of marketing tools that the firm uses to pursue its
marketing objectives in the target market.

a) Consumer mix
b) Product mix
c) Customer mix
d) Marketing mix

8. The ___________ concept holds that the organization’s task is to determine the
needs, wants, and interests of target markets and to deliver the desired
satisfactions more effectively and efficiently than competitors in a way that
preserves or enhances the consumer’s and the society’s well-being.

a) Integrated marketing
b) Relationship marketing
c) Societal marketing
d) Global marketing

9. The production of different varieties of the same product, or different products at

the same level of processing, within a single firm. This may, but need not; take place
in subsidiaries in different countries is known as __________

a) Innovation Strategies
b) Horizontal integration
c) Vertical integration
d) Market dominance strategies

10. __________ is a strategic planning method that some organization uses to make
flexible long-term plans.

a) Scenario Planning
b) Market planning
c) Customer planning
d) Consumer planning

Product line:
Product lining is the marketing strategy of offering for sale several related products.
Unlike product bundling, where several products are combined into one, lining involves
offering several related products individually. A line can comprise related products of
various sizes, types, colours, qualities, or prices

Assignment No. 4 (Quiz)) (

Semester Spring, 2007

Marketing Management (MKT 501)

1. In the ABSENCE of __________, pricing remains a flexible and convenient way

to adjust the marketing mix.

A) Experience-curve effects
B) Strong price competition
C) Weak price competition
D) Government price control

2. Which one of the following statements by a company chairman best reflects the
marketing concept?

A) We have organized our business to make certain that we satisfy customer

needs.
B) We believe that the marketing department must organize to sell what we
produce.
C) We try to produce only high quality, technically efficient products.
D) 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) Increase market share.

B) Increase sales.
C) Achieve the organization’s goals.
D) 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) Market share
B) Cash flow
C) Return on investment
D) 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) Creates customer loyalty.

B) Consists of words.
C) Identifies only one item in the product mix.
D) Implies an organization's name.

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) Family extension.
B) Family packaging.
C) Overall packaging.
D) Package extension.

10. The _____ stage of the product life cycle generates most sales revenue for the
firm.
A) Introduction
B) Growth
C) Maturity
D) Decline

Assignment No. 6

Semester Spring, 2007

Marketing Management (MKT 501)

Marks: 10
Solution
1. The basic role of promotion is _____.

(A) Information
(B) Manipulation
(C) Communication
(D) 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) Advertising
(B) Sales promotion
(C) Personal selling
(D) Publicity

3. A consumer contest is an example of _____.

(A) Personal selling

(B) Sales promotion
(C) Advertising
(D) 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) Product advertising

B) Pioneer advertising
C) Defensive advertising
D) 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) Industrial products

(B) Convenience goods
(C) High-priced products
(D) 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) A statement of demand elasticity

 (B) An identification of cost structure
(C) A breakeven analysis
(D) Identification of a time period for accomplishment

8. If a product has an inelastic demand and the manufacturer raises its price, _____

(A) Total revenue will increase

(B) Quantity demanded will increase
(C) The demand schedule will shift
(D) The demand will become more inelastic

9. When marginal cost is equal to marginal revenue, the firm should _____.

(A) Produce more to increase profits

(B) Produce less to decrease total costs
(C) Stop producing additional units to maximize profits
(D) Provide discounts to encourage purchases

10 Which one of the following pricing policies may result in losing money on the
product?

(A) Price leader

(B) Psychological discounting
(C) Penetration pricing
(D) Special-event pricing

Assignment No. 7 (Quiz)

Semester Spring, 2007

Marketing Management (MKT 501)

Solution

Solution
1. Personal selling tries to achieve three general goals: finding prospects, convincing
prospects to buy, and ___________.

(A) Monitoring new products being developed

(B) Being aware of competitors' sales activities
(C) 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) Customer search

(B) Sales preparation
(C) Approaching the customer
(D) 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) Improving listening skills

(B) Overcoming objections
(C) Product demonstrations
(D) 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) Missionary salesperson

(B) Trade salesperson
(C) Inside order taker
(D) 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) Order getter

(B) Inside order taker
(C) Field order taker
(D) 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) Communications
(B) Social
(C) Environmental
(D) Public Relations
(E) Publicity

7. In many instances the MOST appropriate way to cope with a negative event that
may lead to negative publicity is to __________.

(A) Discourage news coverage of the event

(B) Deny that the event occurred
(C) Facilitate news coverage
(D) Hire a public relations firm

8. A marketer uses pioneer advertising to __________.

(A) Promote established brands

(B) Compare brand names
(C) Promote a product in the introductory stage of the life cycle
(D) Introduce a competitive version of the product

9. Which of the following is the most important consideration when choosing an

event to sponsor?

(A) Consistency in the association between the event and the company's
product
(B) The length of the event
(C) When the event occurs
(D) The specific name of the event

10. __________ is a broad set of communication activities used to create and

maintain favorable relations between the organization and its publics.

(A) Advertising
(B) A press strategy
(C) Public relations
(D) Publicity
1) The _________ is the central instrument for directing and coordinating the marketing
effort
a. Marketing plan
b. Strategic marketing plan
c. Tactical marketing plan
d. Mission statement

2) _____ refers to how well the product or service is brought to the customer.
a. Service differentiation
b. Design
c. Delivery
d. Performance quality

3) Some products that require the use of other products are called _____ products.
a. Coordinated
b. Complementary
c. Required
d. Captive

4) An SBU refers to _________.

a. Strategic bidirectional unit
b. Strategic business unit
c. Statistical business unit
d. Strategic bipartisan union

5) SWOT analysis refers to an analysis of a company's _________.

a. Strategic units; workers; opportunities; technology
b. Strengths; weaknesses; opportunities; threats
c. Strengths; weaknesses; opportunities; technology
d. Systems; weaknesses; operations; threats

6) The holistic marketing framework is designed to address which three key management
questions?
a. Segmentation; targeting; positioning
b. Value exploration; value creation; value delivery
c. Customer; cost; competition
d. Participation; stability; freedom

7) _____ refers to how well the product or service is brought to the customer.
a. Service differentiation
b. Design
c. Delivery
d. Performance quality

8) Some products that require the use of other products are called _____ products.
a. Coordinated
b. Complementary
c. Required
d. Captive
9) The _____ identifies the product or brand.
a. Container
b. Label
c. Advertisement
d. Warranty

10) A(n) _____ product exceeds customer expectations.

a. Strategic
b. Superior
c. Augmented
d. Anticipated

_________ comprises of the whole group of benefits the company promises to deliver.
A) Marketing promise
B) Creative offering
C) Value proposition
D) Competitive advantage

The 20-80 rules tell marketers about_______________.

A) The top 80 percent of customers generate 20 percent of the company's profits
B) The top 20 percent of customers generate 80 percent of the company's profits
C) The bottom 20 percent of customers generate 80 percent of the company's profits
D) 20-80 percent of profits are generated by 20-80 percent of the customers

Process to carefully manage detailed information about individual customers and all
"touch points" to enhance customer loyalty is ___________.
A) Customer relationship management
B) Data mining
C) Prospecting
D) Customer Information management

Customer churn is called __________.

A) Customer loyalty
B) Customer defection
C) Customer relationship
D) Customer mix

An organized collection of comprehensive information about individual customers or

prospects is called ________________.
A) Customer database
B) Marketing database
C) Business database
D) Data mine

One problem that can hinder a firm from using CRM effectively is _________.
A) The assumptions behind CRM may not always be true
B) Building customer databases can be expensive
C) Getting everyone in the company to be customer oriented
D) All of the above
An organization that aims to highlight high quality will offer customers more than
__________ enforced by the courts.
A) Performance levels
B) Quality levels
C) Implied warranties
D) Prices

The inability of the selling company to match up its offering to the needs of customer
causes the primary reason for new product _____________.
A) Diversification
B) Failure
C) Success
D) Development

Products that are inventions are known as ______________.

A) New category entry
B) An addition to product line
C) New-to-the-world products
D) A product improvement

A growth direction through the increase in market share for present product markets
denotes which of the following?
A) Market penetration
B) Marketing mix
C) Market development
D) Product development

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) Distribution channel
c) Wholesaler
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