marketing
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TRANSCRIPT
Marketing
1
Marketing
Unit-1
Marketing-An overview/concepts & Principles/Marketing Process.
PART-A
1. The Marketing Concept, a philosophy of early _______ gave marketing a much more important role in business.
a) 1998sb) 1950sc) 1939sd) 1897s
Ans: b
2. A _________ is anything customers will exchange something of value for, usually because it satisfies a need or a want.
a) service b) product c) physical item d) none
Ans: b
3. Once you’ve identified your target market, the next step is to create the ___________
a) placeb) price c) promotion d) marketing mix
Ans: d
4. ________are integral to the exchange process, without them, there is no marketing.
a) products b) price c) place d) promotion
Ans: a
5. __________ is the process of moving the products from the producer to the consumer.
a) promotion b) sales c) distribution d) none
Ans: c
6. _________ marketer rely heavily on promotion. a) Private b) Industrial c) Public d) None
Ans: b
7. Marketers’ selection of advertising media reflects their overall promotional strategy for a __________
a) price b) productc) service d) none
Ans: b
8. Cundiff and Still have divided the functions of marketing into _________ categories.
a) Threeb) Four c) Five d) Eight
Ans: a
9. G.B. Giles described _________ functions of marketing.
a) Sixb) Seven c) Eightd) Nine
Ans: b
10. ___________ refers to the real distribution of goods from the place of production to the place of consumption.
a) Storage b) Physical goods c) transportation d) none
Ans: d
11. __________ involves many large risks. a) marketing finance b) risk bearing c) market information d) pricing
Ans: b
12. Second important liability of marketing is to control the ___________.
a) Cost of living b) Cost of purchase c) Cost of distribution d) Cost of selling
Ans: c
13. __________ has rightly said, “Marketing is the business”.
a) Peter F. Drucker b) Fillipo Reddyc) Clark and Clark d) None of the above
Ans: a
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14. ________ covers the distribution aspect and the price mechanism involved in marketing.
a) production b) productc) exchange d) selling
Ans: c
15. The philosophy holds that customers favours quality, performance, innovative features etc.
a) Exchange concept b) Production concept c) Product concept d) Selling concept
Ans: c
16. The term ___________ is to be credited to Prof. Theodore Levitt.
a) Marketing concept b) Marketing myopia c) Marketing selling d) None of the above
Ans: b
17. This philosophy holds that customers, if left alone, would not buy enough of the company’s products-comes under
a) selling concept b) marketing concept c) exchange concept d) none of the above
Ans: a
18. One study showed that ________ customers may bad mouth the product to 10 or more acquaintances and bad news travels fast.
a) loyalb) dissatisfied c) satisfiedd) none
Ans: b
19. The _________ has to be the centre of the business universe and not the organization.
a) Customerb) Seller c) Manager d) None
Ans: a
20. The Marketing concept rests on ________ pillars.
a) Threeb) Four c) Five d) Six
Ans: b
21. A _________ market is defined as a set of actual and potential buyers of a product, service or idea.
a) Consumerb) Seller c) Target d) None
Ans: c
22. A buyer, who has interest in the product, income and willingness to buy can broadly be called as ___________buyer.
a) Target b) Actualc) Integrated d) Potential
Ans: d
23. There are _________ types of needs.a) Threeb) Four c) Five d) Six
Ans: c
24. Integrated marketing takes place on _______ levels. a) Two b) Four c) Six d) Eight Ans: a
25. Acc. to _________ “Marketing comprises both buying and selling activities”.a) J.F. Pyle b) Clark & Clark c) Paul Manure d) None of the above Ans: a
PART-B
26. Marketing is an effective media of communication between ________ and ________.
a) society, company b) manager, bossc) company, staff d) none of above
Ans: a
27. The rapid development of an underdeveloped country is possible only through the ___________ of marketing.
a) Communication channels b) Financial structure c) Modern techniques
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d) None of the above Ans: c
28. Astute marketers realize that a product is actually a “_________” that meets customers’ expectations.
a) Group of rulesb) Bundle of values c) Bundle of servicesd) None of the above
Ans: b
29. “When u buy a pair of Action shoes endorsed by cricket star Kapil Dev, you get more than leather, rubber and laces”- is an example of
a) Productb) Price c) Distributiond) Place
Ans: a 30. The Industrial Revolution of the eighteenth century was the beginning of the __________ era, which lasted until the late _______.
a) production, 1920sb) sales, 1930c) marketing, 1950d) none of the above
Ans: a
31. The delivery of goods and services from producers to their ultimate consumers or users include may different activities, these different activities are known as-
a) Merchandising function b) Marketing functions c) Standardizing function d) None of the above
Ans: b
32. The _________ & _________ of market would enable the marketers to design specific marketing strategies.
a) specification, identification b) definition, explanation c) specification, explanation d) none of the above
Ans: a
33. _________ concept of marketing is a ____________ oriented concept.
a) Traditional, customer b) Modern, customer c) Modern, productd) Modern, sales
Ans: b
34. The new concept of marketing emphasis upon-
a) satisfaction of consumerb) purchase of goods c) physical distribution of goods d) stresses upon production
Ans: a
35. Identify the physical distribution functions: 1. arrangement of finance 2. risk-bearing 3. storage 4. transportation
a) 1,2b) 2,3 c) 2, 4d) 3, 4
Ans: d
36. Auxiliary functions are the functions which make the process of marketing _________ & _________.
a) easy, convenient b) hard, softc) hard tough d) none of the above
Ans: a
37. The societal marketing concept calls upon marketers to build ________ & _________ consideration into their marketing places.
a) Political, moralb) Environmental, socialc) Social, ethical d) None of the above
Ans: c
38. Old concept is the ___________ concept of marketing which says that marketing is a part of __________ process.
a) classical, production b) traditional, customerc) marketing, selling d) none of the above
Ans: a
39. Prof. Paul Manure, “Marketing is the delivery of __________________”.
a) goods to consumerb) services to customers c) standard of living to the society d) none of the above
Ans: c
40. Customers will pay a higher price for a well known, well-regarded product, partly because of the image created through __________ & other __________.
a) advertising, promotions
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b) label, brand c) brand, techniquesd) none of the above
Ans: a
PART-C
41. Marketers divide products into three categories:
1. goods or physical items 2. services, or activities that provide some
value to the recipient 3. ideas, or concepts that provide intellectual
or spiritual benefits to the customer4. at least two parties must be involved 5. each party must be able to communicate
and deliver a) 1,2,4,5b) 2,3,4,5c) 1,2,3d) 1,2,3,4,5
Ans: c
42. Identify the five conditions necessary for successful exchange-
1. at least two parties must be involved 2. each party must have something that
interest the other party 3. each party must be able to communicate
and deliver 4. each party must be free to accept or reject
any offer from the other party 5. each party must consider it desirable, or at
least acceptable, to deal with the other party
a) 1,2,3,4b) 3,4,5c) 1,3,4,5d) 1,2,3,4,5
Ans: d 43. Merchandizing functions include:
1. product planning and developments 2. standardization and gradation 3. storage 4. transportation 5. risk-bearing 6. purchase and collection 7. sales 8. arrangement of finance
a) 1,3,4,5,7,8b) 2,3,5,6,8c) 1,2,6,7d) 1,4,5,7,8
Ans: c
44. Auxiliary functions include:
1. arrangement of finance 2. purchase and collection3. risk-bearing 4. sales5. collection of market information 6. transportation
a) 1,3,5b) 1,2,3,5,6c) 2,3,5,6d) 1,3,4,5,6
Ans: a
45.
In the above diagram (A) refers to-a) Research erab) Material era c) Finance era d) Sales era
Ans: d
46. Importance of marketing to the society includes-
1. delivery of standard of living to the society2. helpful in business planning and decision
making 3. decrease in distribution cost 4. increasing employment opportunities 5. protection against business slump6. increase in national income a) 1,2,3,4,5b) 2,3,4,5,6c) 1,3,4,5,6d) 1,2,3,4,5,6
Ans: c
47. Identify the Marketing concepts:1. The Exchange concept 2. The production concept 3. The performance concept 4. The product concept 5. The marketing concept6. The customer concept 7. The societal marketing concept
a) 1,2,3,4,5b) 1,4,6,7c) 1,2,3,4,5,6d) 1,2,4,5,7
Ans: d
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1930 1950 PresentIndustrial Revolution
Production Era (A)----------------
Marketing Era
Marketing
48. Match the following: SET A
1. Social facet 2. political facet 3. technological facet4. economic facet
SET B a) it should not be confused with high-techb) it involves ethical and moral considerationc) it consists of financial markets, sources of
capital, product and servicesd) it consists of the laws & regulations
applicable to the enterprises and the courts and govt. officials.
A) 1-c, 2-d, 3-a, 4-bB) 1-b, 2-d, 3-a, 4-cC) 1-d, 2-b, 3-a, 4-cD) 1-b, 2-a, 3-d, 4-c
Ans: b
49. The different elements of marketing analysis are:
a) marketing audit b) current market position c) environment audit d) SWOT analysis e) Establishing objectivesf) Nature of environmental threats &
opportunities
A) a,b,c,dB) a,c,d,eC) b,c,d,e,fD) a,b,c,d,e,f
Ans: b
50. Structure of the market audit: 1. the organization’s environment 2. it’s marketing system 3. the evaluation of past performance and
present activities 4. the identification of future opportunities &
threats 5. it’s marketing activities
a) 1,2,4,5b) 1,2,3,4c) 1,2,5d) 2,3,4,5
Ans: c
Unit-2 Market Segmentation
PART-A
51. The ________ environment includes those stakeholders which have the closest and most direct relationships with the business.
a) Microb) Macroc) Political d) None
Ans: a
52. ___________ are a critical link with the environment, a source of cost and also of possible partnership.
a) Shareholderb) Supplier c) Competitor d) None
Ans: b
53. ___________ firm can supply all its own needs.
a) some b) all c) nod) big
Ans: c
54. The wider environment over which the organization can exert little influence is often referred to by the acronym __________.
a) PEST b) PEETc) PSETd) TESP
Ans: a
55. This is perhaps the most difficult environment for the marketer to identify, evaluate and respond to. Comes under-
a) politicalb) social c) economic d) technical
Ans: b
56. The _________ may materialize in many forms, for example different materials, an alternative technology or a new distribution channel.
a) Price b) Strength c) Opportunities d) Threat
Ans: d
57. Higher the _________ and excess _________, the greater the incentives to search for and develop substitutes.
a) price, profitability
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b) sales, price c) customer, profitability d) none of the above
Ans: a
58. ___________ analysis, suggested that profitability partly depended on the relative bargaining power of the parties.
a) Michael b) Porter c) Ducker d) None
Ans: b
59. The individual or function who sanctions any aspects of a purchasing process.
a) decider b) initiator c) gatekeeper d) user
Ans: a
60. __________ behaviour encompasses all the actions involved in selecting, purchasing, using and disposing of goods and services.
a) Supplierb) Retailer c) Consumer d) None
Ans: c
61. The consumer __________ process is influenced by buyer characteristics as well as marketing & other stimuli.
a) decision b) idea c) social d) none
Ans: a
62. Acc. to William J Stanton: “A _________ can be defined as a drive or an urge for which an individual seeks satisfaction.
a) Perception b) Motive c) Distortion d) None
Ans: b
63. _________ is the force that activates goal-oriented behaviour.
a) Motivationb) Perception c) Selection d) None
Ans: a
64. _________ is a perceptual wanting animal.
a) Cat b) Monkey c) Lion d) Man
Ans: d
65. _________ is defined as changes in the behaviour of an individual arising from the past practice or previous experience.
a) Beliefs & attitudes b) learning c) personality d) none
Ans: b
66. An _________ is a state of mind or feeling. a) emotions b) respectc) attitude d) none
Ans: c
67. There are _________ types of families in the buyer’s life.
a) two b) three c) four d) none
Ans: a
68. A __________ group is a group of people with whom an individual associates.
a) family b) roles & status c) reference d) none of the above
Ans: c
69. __________ is the most fundamental determinant of a person’s wants and behaviour.
a) culture b) role c) status d) none
Ans: a
70. __________ income refers to the aggregate income of all the members of the family.
a) Familyb) Friendsc) Personald) None
Ans: a
PART-B
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71. Shareholder provide the _________ capital while creditors such as banks provide _________ and medium-term funds.
a) longer-term, shortb) short-term, long c) medium, long d) medium, short
Ans: a
72. Most business have employees who contribute their time and skills for ________ & other __________.
a) Play, reasons b) Habit, wantsc) monetary, rewards d) play, rewards
Ans: c
73. PEST refers to-a) priority, ecology, simple, transferb) political, economic, social, technicalc) political, ecological, sales, transfer d) none of the above
Ans: b
74. Technical environment is characterized by accelerating rates of change in the means, _________ & _________ that organization utilizes in the supply chain.
a) Invention, innovationb) Invention, environment c) methods, knowledge d) none of the above
Ans: c
75. ___________ & ___________ change may often appear to change slowly, yet their impacts are likely to far outweigh the consequences of political decision over the longer term.
a) social, demographic b) political, environmental c) social, environmental d) none of the above Ans: a
76. Businesses earn profit by being more ________ than __________ in creating and delivering value to the customer overtime.
a) successful, competitors b) reliable, others c) punctual, some d) none of the above
Ans: a
77. Michael Porter, in his book competitive _________ and competitive ___________ provided a five-forces model of industry structure.
a) Planning, tactics
b) strategy, advantage c) staffing, planning d) none of the above
Ans: b
78. ________ can range from non-existence through gentlemanly understanding to ___________ competition.
a) rivalry, cut-throat b) complexity, existence c) reality, cut-hand d) none of the above
Ans: a
79. A key part of competitors analysis is assessing their _________ & _________.
a) strength, weakness b) product, price c) strategies, plan d) none of the above
Ans: a
80. The final area in conducting the ________________ concerns the all important analysis of competition before the development of strategic marketing plans.
a) marketing segmentation b) marketing audit c) customer purchase d) none of the above
Ans: b
81. Consumer buying behaviour refers specifically to the actions consumer take when deciding ________ to buy and _________ making the actual purchase.
a) How, where b) What, how c) what, whend) none of the above
Ans: c
82. Human needs have been classified by Abraham H. Maslow and called it _______________.
a) Hierarchy of wants b) Hierarchy of needs c) Chart of organization d) None of the above
Ans: b
83. Under selective _________, people who notice the same ________ may not interpret them in the same way as intended by the marketers.
a) Distortion, stimuli b) Exposure, motivation c) Perception, learning d) None of the above
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Ans: a
84. _________ class consumers purchase carefully and collect information to compare different producers in the same line and lower class consumer buy on _________.
a) High, impulse b) Middle, impulse c) Lower, impulse d) None of the above
Ans: b
85. ________ assets refers to those assets which can be converted into cash quickly without any _________.
a) solid, profitb) consumer, complaint c) liquid, lossd) none of the above
Ans: c
86. Technological advances contribute to the __________ & ___________ of modern goods.
a) Objectives, policiesb) production, availabilityc) interests, authorityd) none of the above
Ans: b
87. Fear is a _________ motive to satisfy their but is a very __________ one.
a) negative, powerful b) positive, powerfulc) actual, uniqued) none of the above
Ans: a
88. The __________ process of spreading information about new products and services to persuade consumers to accept them is known as __________.
a) Political. Economicb) social, diffusion c) technological, diversion d) none of the above
Ans: a
89. ____________ needs are the basic needs and until they are satisfied other needs are of ________ importance.
a) Safety, more b) Love needs, equalc) physiological, no d) none of the above
Ans: c
90. The ________ image results from all the impression ___________ receives about a particular manufacturer’s brand.
a) brand, consumersb) self, producersc) self, consumerd) none of the above
Ans: a
PART- C
91. Identify Maslow’s five level Hierarchy of needs:
1. self actualization 2. esteem needs 3. standard needs 4. socio-culture needs 5. work needs 6. safety or security needs7. family needs 8. physiological needs
a) 1, 2, 4, 6, 8b) 1,2,3,4,5,6,7c) 21,3,4,5,7,8d) 1,2,3,4,5,6
Ans: a
92. Match the following:
SET Aa) personal sources b) commercial sources c) public sources d) experiential sources
SET B 1. advertisement, salesmen, dealers2. family, friends, neighbour3. mass-media ,consumer rating
organizations 4. handling, examining, using the product
A) a-4, b-3, c-2, d-1 B) a-2, b-3, c-1, d-4 C) a-1, b-2, c-3, d-4 D) a-2, b-1, c-3, d-4
Ans: d
93. Identify the stages of buying process: 1. need arousal 2. personal sources 3. information search4. evaluation behaviour 5. purchased decision 6. post purchase feelings7. buying motives
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a) 1,3,4,5,6,7b) 1,2,3,4,5,6c) 2,3,4,5,6,7d) 1,2,3,4,5,6,7
Ans: a
94. Match the following:
SET A 1. Geographic Segmentation 2. demographic Segmentation 3. psychographic segmentation 4. Behavioural Segmentation
SET B
a) Age, religion, family size, occupation b) country, region, state, city, communityc) product usage, consumer needs, brand
loyaltyd) life style, activities, opinions, beliefs
a) 1-a, 2-b, 3-d, 4-cb) 1-b, 2-c, 3-a, 4-dc) 1-b, 2-c, 3-d, 4-ad) 1-b, 2-a, 3-d, 4-c
Ans: d
95. Identify the criteria to evaluate segments-1. sales and profit potential 2. fit with company resources 3. competitive environment 4. cost to reach the segment 5. environmental safety 6. growth
a) 1,2,3,4,6b) 1,3,4,5,6c) 1,2,3,4,6d) 2,4,5,6
Ans: a96. Identify the types of market segmentation:
1. territorial or graphic segmentation 2. demographic segmentation 3. socio-psychological segmentation 4. need-oriented segmentation 5. volume segmentation 6. product segmentation 7. lifestyle segmentation8. quantitative segmentation
a) 1,2,4,5,6,7,8b) 2,3,4,6,7,8c) 1,2,3,4,5,7,8d) 1,2,3,4,5,6,7,8
Ans: d
97. Identify the basis for industrial product:
1. kind of business 2. usual purchasing procedure 3. size of user 4. geographical market segmentation 5. income of the consumer 6. age of the consumer 7. gender of the consumer
a) 1,2,3,4b) 2,3,5,6,7c) 1,2,4,5,6,7d) 5,6,7
Ans: a
98. Match the following: SET A
a) single segment concentration b) selective specialization c) Product specialization d) Market specialization e) Full market coverage
SET B 1.This pattern has the advantage of
diversifying the firm’s risk. 2.The firm specializes in making a certain
product that it sells to several segments. 3.Concentrated market involves higher than
normal risks. 4.Only very large firms can undertake this
strategy. 5.Firm concentrates on serving many needs of
a particular customer group.
A. a-5, b-4, c-3, d-2, e-1B. a-3, b-1, c-5, d-2, e-4C. a-1, b-3, c-2, d-5, e-4D. a-3, b-1, c-2, d-5, e-4
Ans: d
99. Social Factors includes: 1. personality2. learning 3. beliefs and attitudes 4. family 5. reference group 6. roles & status 7. culture 8. social class
a) 1,3,4,7,8b) 4,5,6c) 1,2,3,4,5,7,8d) 1,2,3,4,5,8
Ans: b
100. Economic Factors includes: 1. personal income
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2. family income 3. income expectation 4. savings 5. liquid assets of the consumer 6. consumer credit 7. other economic factors a) 1,2,4,5,7b) 1,3,4,5,7c) 2,3,4,5,7d) 1,2,3,4,5,6,7
Ans: d
Unit-3 Product management, Distribution management, Price & Pricing policies
PART-A
101. When you purchase a product, you expect __________ than just the basic product features.
a) more b) less c) equal d) none
Ans: a
102. A company’s complete assortment of product lines and items is referred to as its ____________
a) market mix b) service mix c) product mix d) none
Ans: c
103. Durable goods are goods that used or consumed over along period of time, usually at least ___________ years.
a) two b) three c) four d) five
Ans: b
104. ___________ goods include products such as grocery items, gasoline and office supplies.
a) durable b) non-durable c) convenience d) none
Ans: b
105. Home appliances, video cameras, furniture, building materials & jet airplanes are the example of:
a) consumer item b) durable goods c) non-durable goods d) none
Ans: b
106. The ___________ that make up a product include features, branding, packaging, labeling and supporting goods & services.
a) elements b) productc) logo d) none
Ans: a
107. “Raymonds” is an example of –a) manufacturer brand b) private brand c) generic brand d) none
Ans: a
108. Product is a tool in the hands of __________.a) management b) labelingc) product mix d) none
Ans: a
109. One major management aspect involved in product policy is the decision concerning _________
a) promotion supportb) informationc) product mixd) none
Ans: c
110. _________ refers to the sizes, colors and models offers within each product line.
a) depth b) breadthc) verticald) none
Ans: a
111. ___________ is measured by the number of variety of products manufactured by a single manufacturer.
a) depth b) breadth c) horizontal d) none
Ans: b
112. __________ is the first stage of the product life cycle.
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a) Introductionb) Starting c) Decline d) None
Ans: a
113. In _________ stage competition increases. a) Growthb) Maturity c) Saturation d) Decline
Ans: b
114. Fresh efforts are made in this stage to improve the product.
a) introduction b) growth c) saturation d) decline
Ans: c 115. _________ refers to a group of products that are closely related.
a) product line b) product demand c) product strategy d) none
Ans: a
116. Test marketing reduces __________a) profit b) risk c) sales d) none
Ans: b
117. The ultimate aim of producing a commodity is ___________.
a) selling b) purchasing c) producing d) none
Ans: a
118. __________ are important only to the extent that they provide benefits.
a) Tangible b) Features c) Intangible d) None
Ans: b
119. Unique or specialized products that are the most costly & that are unique comes under-
a) convenience productsb) shopping productsc) speciality products d) none of the above
Ans : c
120. The business name under which an organization operates.
a) trade nameb) trademarkc) service mark d) none of the above
Ans: a
121. The product mix is __________ dimensional.a) Twob) Threec) Four d) Five
Ans: b
122. _________ is a must for marketing activities.a) product b) dimension c) service d) none
Ans: a
123. The advertisement and distribution costs increase in order to make the product service. Comes under-
a) introduction b) growthc) maturity d) none
Ans: c
124. Planning a product comes under __________ phases.
a) six b) eightc) fived) Three
Ans: d
125. The new product development process marketer follow a _________ step process to develop new products.
a) Five b) Six c) Sevend) None
Ans: b
PART-B
126. Relatively inexpensive products that buyers or users choose frequently with a minimum of thought & effort.
a) consumer products b) convenience products
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c) shopping products d) specialty products
Ans: b
127. The portion of a brand that cannot be expressed verbally, such as a graphic design or symbol.
e) Brand namef) Brand markg) Logoh) Trade name
Ans: b
128. There are _________ types of brands. a) Threeb) Four c) Six d) seven
Ans: a
129. Basmati Rice is an example of __________ brand.
a) Manufacturerb) Private c) Generic d) None
Ans: c
130. Packaging has _________ important functions.
a) two b) three c) four d) five
Ans: a
131. Product line contraction is known as contraction of of ____________.
a) Product line b) Product expansionc) product mixd) none
Ans: c
132. Trading ________& trading ________ are the two forms of the strategy of product change in a new market.
a) up, down b) right, left c) north, southd) none of the above
Ans: a
133. It is just the opposite of the product line contraction and is referred to diversification.
a) product line expansion b) product line contraction c) trading up & down
d) none of the above Ans: a
134. Product ideas require preliminary __________ and __________.
a) screening, evaluation b) research, production c) possibility, methods d) none
Ans: a
135. ___________ defines product planning “as the act of making out and supervising the search screening, develop and commercialization of new products.
a) Karl H. Tietjing b) Karl Marxc) Wilson Hareder d) None of the above
Ans: a
136. The very first factor affecting the selection of a channel of distribution is the availability of ________________ with a manufacturer.
a) Marketing experience b) financial resources c) managerial ability d) none of the above
Ans: b
137. If the product is of __________ nature, it must be distributed within __________ possible time.
a) Ordered, longestb) Technical, shortest c) perishable, shortestd) none of the above
Ans: c
138. A very important consideration affecting the selection of a particular channel of distribution is the nature of _________ or the _________.
a) Policies, marketb) market, productc) services, policies d) none of the above
Ans: b
139. The _________ step is to adjust and manage __________in response to particular situations or changing market conditions.
a) final, prices b) starting, pricesc) second, prices d) none of the above
Ans: a
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140. A manufacturer charges different prices from different consumers for one and the same products, it is known as-
a) price discriminationb) price specific c) selected price d) none of the above
Ans: a
PART-C
141. Cost based pricing includes: a) mark up pricing b) absorption cost c) target pricing d) premium pricing e) tender pricing f) marginal cost pricing
A) a,b,c,dB) a,b,c,fC) a,c,d,e,fD) a,b,c,d,f
Ans: b
142. Identify the factors related to product-1. number of consumers 2. regional concentration 3. size of orders 4. nature of market 5. policies of competitors a) 1,2,3,4,5b) 2,4,5c) 1,2,3,5d) None of the above
Ans: d
143. Factors affecting the selection of channels of distribution-
1. Factors related to the manufacturers 2. Factors related to services 3. Factors related to the product 4. Factors related to the market5. Factors related to output 6. Factors related to the environment a) 1,3,4,6b) 1,2,3,4,5c) 1,2,4,5,6d) 1,3,4,5,6
Ans: a
144. Arrange in steps “The new product development process”.
1. Generate new ideas
2. develop the product 3. commercialize product4. analyze the product concept & potential 5. test product & marketing mix 6. screen ideasa) 1,2,3,4,6,5b) 1, 6, 4, 2, 5, 3c) 2,4,5,6,1,3d) 1,2,3,4,5,6
Ans: b
145. Basics requirements of new products: 1. customer or consumer acceptance 2. satisfactory performance 3. economical production 4. adequate distribution in depth and breadth 5. effective packaging and branding 6. adequate servicing where required after
the production is sold 7. ultimate replacement a) 1,2,3,6,7b) 1,3,4,5,6c) 1,2,4,5,6,7d) 1,2,3,4,5,6,7
Ans: d
146. Match the following: SET A
1. Brand 2. Brand name 3. Brand mark 4. Logo
SET B a) a unique symbol that represents a specific
firm or organization, or a brand name written in a distinctive type style
b) a name, term, phrase, design symbol or any combination of these chosen by an individual or org. to distinguish a product from competing products
c) the portion of a brand that can be expressed verbally such as a graphic design
d) the portion of a brand that cannot be expressed verbally
A) 1-c, 2-b, 3-d, 4-aB) 1-d, 2-c, 3-b, 4-aC) 1-a, 2-c, 3-d, 4-bD) 1-b, 2-c, 3-d, 4-a
Ans: d
147. Arrange in sequence different stages of product life cycle:
1. introduction 2. growth3. maturity 4. decline5. saturation
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Marketing
6. obsolescence
a) 1,2,3,5,4,6b) 1,2,3,6,5,4c) 1,3,2,4,6,5d) 1,2,3,4,5,6
Ans: a
148. Match the following:
SET A 1. Manufacturer brand 2. Private brand 3. Generic brand
SET B a) Basmati rice b) Raymondsc) Nanz or Nilgiri
A) 1-c,2-b,3-aB) 1-b,2-a,3-cC) 1-a,2-c,3-bD) 1-b,2-c,3-a
Ans: d
149. Match the following:
SET A 1. Personal sources2. commercial sources 3. public sources 4. experiential sources
SET B a) handling, examining, using the productb) family, friends, neighbours c) advertisements, salesmen, dealers d) mass media, consumer-rating organization
A) 1-b,2-c,3-d,4-aB) 1-b,2-c,3-d,4-aC) 1-b,2-c,3-d,4-aD) 1-b,2-c,3-d,4-a
Ans: a
150. Match the following: SET A
1. Geographic segmentation 2. demographic segmentation 3. psychographic segmentation 4. behavioural segmentation
SET B a) A way of dividing large markets into
smaller grouping according to country,
region, state, city, community or block division
b) Include tooth-paste market which is segmentation on the basis of benefits and middle-additives
c) Include segmentation for various holiday packages
d) Applied to books, cosmetics, clothes, washing machines, refrigerators and to entertainment industry
A) 1-b, 2-d,3-c,4-aB) 1-a, 2-c,3-d,4-bC) 1-a, 2-d,3-c,4-bD) 1-d, 2-a,3-b,4-c
Ans: c
Unit-4 Sales promotion & advertising, sales marketing
PART-A 151. Promotion is the ___________ major important component of company’s total marketing mix.
a) Threeb) fourth c) fifthd) sixth
Ans: b
152. _________ is the final element in the marketing mix.
a) selection b) objective c) publicity d) promotion
Ans: d
153. ___________ is necessary in exchange activities.
a) Communicationb) Promotion c) Selection d) None
Ans: a 154. Sales promotion means any steps that are taken for the purpose of obtaining or increasing sales.
a) A.H.R Delens b) L.K. Johnson c) Philip kotler d) None of the above
Ans: a
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Marketing
155. The term___________ has been defined by many eminent authors.
a) Sales promotion b) Personal selling c) Advertising d) Public relation
Ans: a
156. Personal selling means the performance of actual _________ activity.
a) Advertising b) Sellingc) Incentive d) None
Ans: b
157. Wood, “Advertising is causing to know, to __________, to do”.
a) gettingb) rememberc) sellingd) none
Ans: b
158. _________ is considered to be the most popular media of advertisement these days.
a) Pressb) Delhi Doordarshan c) Cinema d) None
Ans: a
159. __________ advertisement are the advertisement which attract the customers when they are out of their home.
a) in house b) out house c) outdoor d) indoor
Ans: c
160. The __________ is important because it has the capability of sending silent messages.
a) Service b) designc) environment d) none
Ans: c
161. Physical evidence is yet another marketing tool available to the __________ marketer.
a) service b) product c) material d) none
Ans: a
162. The good marketers have discovered the potential of ___________
a) samplingb) servicing c) packagingd) none
Ans: c
163. Under _________, production of the service & consumption occurs at the same time.
a) Heterogeneity b) Intangibility c) Inseparability d) None of the above
Ans: c
164. Under this form of advertising, a rickshaw or a tonga or a car etc. is hired-
a) fair & exhibition b) cinema c) radiod) loud-speaker
Ans: d 165. Under skywriting the words stay in the sky for some __________
a) hours b) minutes c) seconds d) none
Ans: c
166. _________ is considered to be the cheapest and most popular medium of entertainment these days.
a) Outdoor b) Indoor c) Cinema d) None
Ans: c
167. Any activity which is performed with the object of promoting sales is called __________ activity.
a) sales promotional b) personal selling c) marketing mix d) none
Ans: a
168. Gifts go on increasing with the increase in the quantity at purchases by these dealers and distributors.
a) Cheap gifts b) free gifts c) costly gifts d) none of the above
Ans: b
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Marketing
169. Under this method, procedures allow credit to their dealers & distributors for a certain period.
a) quantity discount b) incentives to salesman c) suitable credit policy d) meeting & seminars
Ans: c
170. Publicity is a ____________ stimulation of demand which is not paid for.
a) non-personal b) personal c) advertisement d) none
Ans: a
PART-B
171. William J. Stanton, “Sales promotion is an exercise in ___________, persuasion and_________”.
a) information, influenceb) advertising, publicityc) information, publicityd) none of the above
Ans: a
172. Main tools of sales promotion are-1. consumer promotion method 2. trade fair methods 3. dealers promotion method 4. reduction in price a) 1 & 3b) 1 & 4c) 2 & 3d) 2 & 4
Ans: a
173. Personal Selling is quite _________ & _________
a) direct, personal b) indirect, personal c) simple, straight d) none of the above
Ans: a
174. Advertising helps in ____________ & __________ a products position.
a) Selecting, selling b) improving, changing c) selecting, changing d) none of the above
Ans: b
175. Products have both __________ & _________ characteristics.
a) Good, soft
b) tangible, intangiblec) hard, strong d) none of the above
Ans: b
176. ____________ & ___________ involves a process of process of operational performed, utilizing materials, equipment and personnel.
a) service production, deliveryb) proper delivery, service c) environment, service d) none of the above
Ans: a
177. Promotion is _________ & __________.a) Scheme, selling b) telling & sellingc) asking, performing d) none of the above
Ans: b
178. Advertisement through ________ & _________ is becoming more and more popular these days.
a) radio, television b) fairs, exhibition c) skywriting, fair d) none of the above
Ans: a
179. This method is very useful for the products which need a wide appeal.
a) Direct mail advertising b) Press advertising c) Outdoor or mural advertising d) None of the above
Ans: c
180. It is done to enhance the company’s image to promote its viewpoint & provide information about its products.
a) Competition b) Free samples c) Other means d) Publicity
Ans: d
181. Promotion refers to the activities to push forward or to advance an idea, in such a way as to gain ____________ & _________.
a) approval, acceptance b) persuade, inform c) persuade, influence d) none of the above
Ans: a
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Marketing
182. Sales promotion is a ______________ incentives to encourage the purchase & sale of a product.
a) long-termb) short-term c) public d) private
Ans: b
183. In ________ stage, advertising is normally reduced or eliminated altogether if it cannot _________.
a) Growing, survive b) Growing, revive c) decline, revive d) none of the above
Ans: c
184. _________ Buskirk, “Personal selling consists of contacting prospective buyers of __________ personally”.
a) Richard, productb) Simon, place c) William, service d) None of the above
Ans: a
185. It develops faith among the consumers about the quality of product, comes under-
a) demonstration b) money back guarantee c) after-sale-service d) none of the above
Ans: c
186. At _________ & ________, all the problems of middlemen are discussed and solved.
a) Lectures, discounts b) meeting, seminars c) training, gifts d) none of the above
Ans: b
187. The _________ products with good package, fair price etc. cannot be sold unless __________ knows it.
a) best, buyers b) rest, sellers c) cheap, buyers d) none of the above
Ans: a
188. In __________ relation, building good relations with the company’s various clients by obtaining ________ response.
a) public, favourableb) private, unfavourable c) public, unfavourable
d) none of the above Ans: a
189. _________ promotional is very beneficial to the ___________.
a) purchase, producers b) sales, seller c) sales, manufacturers d) none of the above
Ans: b
190. A ___________ is a certificate which enable a consumer to get a certain discount on the purchase of a particular product.
a) Trade fair b) Special prizec) discount coupon d) free gift
Ans: c PART-C
191. Identify the characteristics of sales promotion:
1. Sales promotion does not include advertising, personal selling and publicity.
2. sales promotion helps in selling and it makes advertisement and personal selling easy & effective
3. sales promotion encourage dealers and distributors to sell the product more
4. sales promotion encourages consumers also to buy the product
a) 1,2,3,4b) 1,2,3c) 2,3,4d) 1,2,4
Ans: a
192. Identify the objectives of sales promotion: 1. to introduce a new product into a market 2. to attract new consumer to buy the
product 3. to maintain present consumers and to
encourage them to buy more 4. to encourage dealers and distributors to
purchase the product in bulk quantity 5. to maximize the reduction in sales during
the season
a) 1,2,4,5b) 2,3,4,5c) 1,2,4,5d) 1,2,3,4
Ans: d
193. Intangible components includes-
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Marketing
1. size2. quality 3. image 4. size 5. prestige6. features 7. warranty8. durability 9. brand name 10. package a) 1,2,3,4,6,7,9b) 1,2,3,5,7,9c) 1,3,4,5,6,7,8,9,10d) 1,3,4,5,6,7,8,9,10
Ans: b
194. Tangible components-1. size 2. brand name 3. warranty 4. taste 5. package 6. colour 7. quality 8. prestige
a) 1,2,3,4,7,8b) 1,3,4,7,8c) 1,4,5,6d) 1,2,3,5,6,7,8
Ans: c
195. Salient features of direct mail advertising-
1) the advertisement message are prepared in writing
2) these message are addressed directly to some selected persons
3) these are the most cheapest and most popular medium of entertainment
4) the message may be different for different persons
5) this method is very useful for the products which need a wide appeal
a) 1,2,3,4,5b) 2,3,5c) 1,2,4d) 2,3,4,5
Ans: c
196. Match the following: SET A
1. Sales promotion 2. personal selling 3. advertising 4. public relation
SET B
a) building good relations with the company’s various clients by obtaining favourable response
b) any paid form of non-personal presentation & promotion of ideas, goods or services by an identical sponsor
c) short-term incentives to encourage the purchase & sale of a product
d) oral presentation in conversation with one or more prospective purchasers for the purpose of making sales
A) 1-d,2-c,3-b,4-aB) 1-c,2-b,3-d,4-aC) 1-a,2-d,3-b,4-cD) 1-c,2-d,3-b,4-a
Ans: d
197. Identify the objectives of sales promotion: 1. to introduce a new product into a market 2. to attract new consumers and encourage
and to encourage them to buy more 3. to promote consumer to buy the product4. to face the competition successfully 5. to achieve pre determined marketing
objectivities6. to minimize the reduction in sales during
the season
a) 1,2,3,4,5,6b) 1,2,4,5,6c) 1,3,4,5,6d) 2,3,4,6
Ans: b
198. Match the following:
SET A 1. Demand objectives 2. communication objectives 3. performance objectives
SET B a) it gives specific, information about a
product & influences the consumer’s decision of purchasing
b) it aims at creating c) promotion is responsible for demand
creation
A) 3-d,2-c,1-aB) 3-c,2-a,1-bC) 3-c,2-b,1-aD) 3-a,2-b,1-c
Ans: d
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Marketing
199. Match the following: SET A
1. Advantage to manufacturer 2. Advantage to middleman 3. Advantage to consumers
SET B a) it provides an opportunity to the
consumers to participate in the competitions
b) it helps in facing the competition successfully
c) It increases the goodwill of the middlemen
A) 1-a, 2-c, 3-bB) 1-b, 2-c, 3-aC) 1-a, 2-b, 3-cD) 1-b, 2-a, 3-c
Ans: b
200. Identify the consumer’s promotion methods: 1. distribution of free samples 2. discount coupons 3. free gift 4. reduction in price 5. trade fairs & exhibition 6. contest & competition 7. cheap bargain 8. demonstration
a) 1,2,3,4,7,8b) 1,2,4,5,6,7,8c) 1,3,4,5,6,7,8d) 1,2,3,4,5,6,7,8
Ans: d
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