ROYAL COLLEGE, PISSA CAMPUS

Model Exit Exam For Marketing Management

Instruction: Read the questions and choose the right answer from the given alternatives and
write the letter of your choice on the space provided at the separate answer sheet. (1 point
each)

Theme 1 Fundamentals of Marketing

1. Value of goods and services for both buyers and sellers is represented by:
A. Product B. Place C. Promotion D. Price
2. A paid form of transmission of non-personal communication of information about goods, services
or ideas through various media is:
A. Sales Promotion B. Personal Selling C. Advertising D. Publicity
3. A marketing activity which involves on creation of awareness, persuasion and reminding on
prospects as well as existing customers is:
A. Promotion B. Price C. Product D. Place
4. Individuals those purchase products for their own personal consumption are:
A. Consumers B. Intermediaries C. Producers D. Customers
5. A group of people with shared value systems based on common life experiences and situations
refers to:
A. Social Class B. Sub-culture C. Economic Group D. Cultural Group
6. Marketer’s engagement on the process of evaluation and selection of each homogeneous,
attractive group of buyers is regarded as an activity of:
A. Market Segmentation C. Market Targeting
B. Market Positioning D. Niche Marketing
7. Type of products for which buyers does not usually think of buying them are:
A. Convenience Goods C. Shopping Goods
B. Unsought Goods D. Specialty Goods
8. Among marketing strategies of demographic segmentation the one that focuses on differences of
family sizes and orientations belongs to:
A. Gender B. Age-Life cycle C. Income D. Generation
9. Which one of the following combination of product life cycle portrays the right trend?
A. Introduction ----------- Growth ----------- Maturity -------------- Decline
B. Introduction ----------- Decline ----------- Growth -------------- Maturity
C. Introduction ----------- Maturity ----------- Growth -------------- Decline
D. Introduction ----------- Maturity ----------- Growth -------------- Decline
10. Which one of the following Marketing strategy does not belong to Maturity stage of product life
cycle?
A. Positioning in new Market Segments
B. Creating awareness on prospects
C. Attracting customers of Competitors
D. Increasing usage rate of existing customers
11. A strategy of setting higher prices at an introduction stage of a product life cycle and lowering at
later stages is:
A. Mark-up Pricing C. Penetration Strategy
B. Price Skimming D. Breakeven Pricing
12. A branch which deals with the various stages a consumer goes through before purchasing
products or services for his end use.
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Model Exit Exam For Marketing Management

A. Consumer behavior
B. Consumer attitude
C. Consumer interest
D. Consumer perception
13. The most basic and influential factors on an individual’s needs, wants, and behavior.
A. Brand
B. Product
C. Culture
D. Price
14. To which of the following do marketing managers should adapt the marketing mix?
A. Sales strategies C. Cultural values
B. Marketing concepts D. Brand images
15. Customers are highly involved, but face difficulties to determine among brands, this can be
associated to which of a buying behavior?
A. Complex buying behavior C. Dissonance reducing buying behavior
B. Habitual buying behavior D. Variety seeking buying behavior
16. All are similar except one.
A. Affection for family C. Curiosity
B. Jealous D. Praise & Habits
17. Which of these best matches with touch points during purchase?
A. Peer referral C. P.O.S
B. Customers communications D. Product reviews
18. The fourth step in consumers buying behavior represented by;
A. Evaluation of information C. Alternative search
B. Purchase decision D. Need identification
19. One of the following is buyers’ black box.
A. Attitudes and Perceptions C. Need recognition
B. Product choices D. Dealer’s choices
20. Cost of developing new customers is always much ___ than retaining an existing customer?
A. Lower C. Encouraging
B. Higher D. Discouraging
21. A market entry strategy that maximizes a profit potential while tolerating a higher degree of risk
is:
A. Foreign indirect investment
B. Foreign direct investment
C. Foreign semi-direct investment
D. Home-country investment
22. _________ means a product originally designed for a local market is exported to other countries
with virtually no change, except perhaps for the translation of words and other cosmetic changes.
A. Product Adaptation C. Product scheduling
B. Product Standardization D. Product differentiation
23. An entry strategy that involves having an agreement that permits a foreign company to use
industry property, technical knowhow, or engineering design in a foreign market
A. Exporting
B. Licensing
C. Joint venture
D. Contract manufacturing
24. The main Limitations of an indirect channel is
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Model Exit Exam For Marketing Management

A. The manufacturer will give up control over the marketing of its product to another firm.
B. If the chosen intermediary is not aggressive, products cannot be sold.
C. The intermediary may not easily continue to handle a manufacturer’s product
D. Affect the product’s success in the future.
E. All of the above
25. The least profitable entry strategy is
A. Licensing
B. Joint venture
C. Contract manufacturing
D. Foreign direct investment
26. Sony and Pepsi joined together to market Wilson sporting goods in Japan. This strategy is:
A. Exporting
B. Licensing
C. Joint venture
D. Assembly operations
27. A host government prefers this method of investment by a foreign firm
A. Screwdriver assembly
B. Acquisition
C. Indirect investment
D. Greenfield enterprise
28. Government set rules and regulations to normalize the business activities while safeguarding the
societal well-being. This is:
A. Technological environment C. Cultural environment
B. Legal environment D. Political environment
29. It involves government ownership, and it is the government that operates the business being taken
over.
A. Nationalization
B. Domestication
C. Confiscation
D. Expropriation
Theme 2 Promotion Brand Management
1. In return for a fee, one company permits another to use its trademark to promote other offerings
over a defined period of time, in a defined area. This is known as:
A. Brand Stretching
B. Brand Extensions
C. Brand Licensing
D. Co-Branding
2. One of the advantages enjoyed by Apple Computers is how aesthetically appealing its products
are perceived to be. Which of the following brand element choice criteria matches to Apple’s
aesthetic appeal?
A. Memorable
B. Likeability
C. Protectable
D. Adaptable
3. Brand management came into being for which of the following reasons:
A. Companies wanted to achieve scale economies.
B. It supplemented financial management practices
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Model Exit Exam For Marketing Management

C. It suited production and operations personnel

D. Companies wanted to differentiate their products and highlight distinctions in a competitive
environment.
4. Which one of the following forms of asset the brand has __________?
A. Tangible assets
B. Intangible assets
C. Current assets
D. Fixed assets
5. When the same brand name holds several products in different markets, it is known as the
A. Umbrella brand
B. Source brand
C. Multi-brand
D. Range brand
6. A strong brand refers to which one of the following?
A. Offers greater potential to charge a premium price
B. Helps to recover development and launch costs
C. Provides large base of loyal customers
D. All of the given options
7. Nike has the distinctive "swoosh" logo, the "Just Do It" slogan, and the "Nike" name based on a
mythological goddess. These items are called _____.
A. Brand Elements
B. Brand Salience
C. Brand Identities
D. Brand Equities
E. Brand Resonance
8. Which one of the following is FALSE statement about endorsement branding?
A. It makes product brand name more significant and the corporate brand name is relegated to a
lesser status.
B. The firm’s name sits back as an assurance of quality but does not pass specific associations to
the brand.
C. The brand is expected to carve out its own image and acts more or less as an independent
entity.
D. This strategy is a modified version of umbrella branding.
9. Which one of the following is wrongly defined?
A. Receiver is the party receiving the message.
B. Media is the communications channel
C. Encoding is the process of putting thought into symbolic form
D. Decoding is the process by which the receiver assigns meaning to the symbols.
E. None of the above
10. Which of the following is an overall goal of the promotional mix:
A. To decrease operating expenses
B. To convey a message consistently
C. To persuade customers to buy
D. To have the right goods available
11. Which one of the following models have been developed to depict the stages a consumer may
pass through in moving from a state of not being aware of a company, product, or brand to actual
purchase behavior.
A. The alternative response hierarchies
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Model Exit Exam For Marketing Management

B. The cognitive response approach

C. The traditional response hierarchy models
D. The conative response approach
12. Which of the following is an example of personal selling
A. A sales person places an ad in local newspaper
B. A business manager holds a press conference to explain a new product
C. A financial planner discusses retirement plans with a group of employees
D. An employee hands out coupons to customers who are attending a trade show
13. A form of marketing communication tool that referred to as non-personal form of
communication, where clearly identifiable sponsor pays for a message to be transmitted through
media referred to as
A. Advertising
B. Personal selling
C. Public relations
D. Publicity
14. The persuasiveness of the source in communication is affected by the following characteristics,
except.
A. Credibility
B. Attractiveness
C. Power of the source
D. Truthful
E. Power of the Receiver
15. A type of Ads execution, which is generally based on a problem/solution approach. Or the type of
ad portrays a problem or conflict that consumers might face in their daily lives. The ad then
shows how the advertiser’s product or service can resolve the problem refers to:-
A. Slice of Life
B. Dramatization
C. Fantasy
D. Demonstration
16. A means of orchestrating tools of marketing communication mix, so that audiences perceive
single, consistent, unified message whenever they have contact with a brand, referred to as
A. Customer service
B. Direct Marketing
C. Integrated Marketing Communication
D. Television commercial
17. Select a statement which is False about personal selling.
A. Personal form of Communication.
B. The most costly type of promotional tool
C. Used to build companies image
D. It is not advisable for products which are industrial
E. None of the above
Part I: Service Marketing Questions
1. Compared to goods, service products are:
A. Low in Customer involvement
B. High in Production capacity
C. Difficult for quality control
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Model Exit Exam For Marketing Management

D. Easy to distribute

2. All of the following are reasons for service failures, except:

A. When the service is unavailable when promised
B. When the service is delivered on time or sooner
C. The outcome may be incorrect or poorly executed
D. Employees may be rude or uncaring

3. The level of service that customer hopes to receive, the wished –for level or the highest level
of customer expectation is termed as

A. The desired service expectation

B. Adequate service expectation
C. Sufficient service expectation
D. Zone of tolerance
4. Dimension of service quality which refers to ability to perform the promised service
dependably and accurately is _________.
A. Empathy
B. Tangibles
C. Reliability
D. Responsiveness
5. The variation/difference between desired service and perceived service is best described as:
A. Delivery gap
B. Knowledge gap
C. Communication gap
D. Customer gap
6. Which one best describes services?
A. Activities, objects, deeds
B. Performance, things, benefits
C. Benefits, deeds, activities
D. Things, objects, tangibles
7. The ability to connect to the internet through a modem using the same wires that transmit
cable television was an example of a………..when it was first introduced.
A. Style change
B. Service line extension
C. Major innovation
D. Service franchise
8. Identify the wrong statement
A. Customers have limited or inaccurate reference price for services
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Model Exit Exam For Marketing Management

B. Monetary price is the only price relevant factor to service customers

C. Price is a key indicator of quality in services
D. The higher the price the better is the service
9. MTV differentiates and positions itself as a channel for youngsters. MTV differentiates itself
by:
A. By quality
B. By user
C. By use
D. By competition

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E-Marketing

10. A card that enables its holder to charge items (and pay later), or obtain cash up to the
cardholder’s authorized limit is:
A. Credit card C. Charge cards
B. Debit cards D. Smart Card
11. E-commerce feature which relates to “Internet/Web technology is available everywhere: at
work, at home, and elsewhere via mobile devices, any time” is____________.
A. Universal standards B. Interactivity C. Customization D. Ubiquity
12. An organization or companies with direct online sales that do not need physical stores is
known as:
A. Pure-play e-tailers C. Click-and-mortar
B. Brick-and-click retailers D. Brick-and-mortar
13. Which one of the following is not benefit of E-commerce for society?
A. E-commerce helps organizations to reduce the cost to create process and distribute goods
& services.
B. E-commerce provides options of virtual auctions
C. E-Commerce decrease competition among organizations
D. E-commerce helps the government to deliver public services
14. Which of the following is a market research and personalization method that uses customer
data to predict, based on formulas derived from behavioral sciences, what other products or
services a customer may enjoy, extending predictions to other customers with similar profiles?
A. Search advertising
B. Behavioral targeting.
C. Collaborative filtering
D. Viral marketing
15. A record of user activities on a company’s website from the computer log is:
A. User profile.
B. Click stream.
C. Transaction log
D. Web bugs
16. Which one of the following is not an advantage that can be achieved from e-commerce?
A. Access the global marketplace
B. Time for delivery of physical products
C. Opportunity to reduce costs
D. Efficient applications development environment
17. [Link] site is an example of:
A. B2C model C. B2B model
B. C2C model D. P2P model

International Marketing

RT I – Write true if the statement is correct and false if the statement is incorrect. Write your answer on
the separate answer sheet provided (1 point each)

1. The product perception does not differ from country to country.

2. Separating countries into different categories allows the firm to customize its marketing
strategies.
3. In the culture with collective values, product advertising appeals must focus on group benefits
than individual benefits.
4. As the level of channel increases channel control became easy but cost will increase.
5. Indirect exporting involves selling to a customer in another country without intermediaries.
6. A tag attached to the product is called brand name.
7. Product alteration is often improving an established product.
8. Advertising is often the most important part of the communications mix for consumer goods with
large number of small volume consumers easily reached through mass media.

9. International marketing focuses on customization of products.

10. Export marketing involves setting up overseas manufacturing facilities.
PART II - Choose the best answer from the given alternatives and write the letter of your choice on the
separate answer sheet provided (1 point each). Use capital letters.

1. One does not characterize international marketing

A) Often diverse and multicultural markets
B) Widespread and sometimes fragmented Market
C) Difficult to obtain and often expensive data
D) High political risk
E) None of the above
2. Segmenting a market based on whether or not people buy and use a product as well as how
often and how much they use it is called________________.

A) Psychographic segmentation
 B) Demographic segmentation
C) Behavioral segmentation
D) None of the above
3. Domestic marketing and international marketing are similar in all except

A) Tasks of marketing activities

B) the environment within which marketing plans must be implemented
C) Appicability of marketing concepts, principles and process
D) None
4. Identify a driving factor of international marketing among the following
A) Emergence of trading blocs
B) Fallen government barriers
C) Rapid technological evolution
D) Cost efficiency
E) ALL
5. The process of establishing an image for a company’s product in the minds of consumer is
called___________

A) Targeting
B) Positioning
C) Market segmentation
D) All of the above
6. ____ is the targeting strategy that involves creating the same marketing mix-product, price
distribution and communication for a broad mass market of potential buyer
A) Concentrate global marketing
B) Undifferentiated global marketing
C) Differentiated global marketing
D) All of the above
7. Identify reason/s to go for international marketing
A) Growth of overseas market
B) Comparative advantage
C) Transportation economies
D) Cost advantage
E) All of the above
8. Which one of the following can be a challenge in international marketing?

A) Awareness of global developments

B) Adaptation to market conditions
C) Anticipating the actions of global competitors
D) Developing new strategies involve
E) All of the above
9. Type of positioning which work effectively in situation where buyers typically already possess or wish
to acquire considerable technical information is _________________.
A) Targeting
B) High-tech-positioning
 C) High –touch positioning
D) Low value positioning
E) A and B
10. Which one is correct about culture?
A) It is socially shared
B) It is facilitates communication
C) It is enduring
D) It is dynamic
E) All of the above
11. Identify a cultural force that affects international market
A) Language
B) Inflation
C) Telecommunication
D) Tax rate
E) Income
12. The task of creating and maintaining a positive image is primarily assigned to:
A) Advertising
B) Public relations
C) Personal selling
D) Sales promotion
13. One is not correct about an implication for firms involve in international market
A) The international manager must see to it that local holidays are taken into account in the
scheduling of events
B) It is not must to adhere to nonverbal communication in international level
C) A firm must adjust its communication program and design communications to include the languages
used by its customer
D) The firm must be aware that a foreign language may contain different thinking patterns
14. _______is name, sign, symbol or combinations that differentiates one seller from the other
A) Product
B) Package
C) Label
D) Brand
E) Product mix
15. Identify the wrong statement/s regarding regional economic integration
A) Increasing control of trade between member countries
B) Granting of transit rights to transporters
C) Cooperation to develop coordinated policies
D) Simplification and harmonization of trade documents and procedures
E) All of the above
16. _________is an intermediary that stakes the claim to the product before exporting.
A) Export/import broker
B) Export Management Company.
C) Export trading company
 D) A foreign distributor
E) Export commission house
17. When product have been copied and sold without the permission of the rightful manufacturer
refers to
A) Brand extension
B) Brand piracy
C) Local brand
D) Private brand
E) Brand identity
18. A promotional mix which includes gift, coupon, games, is____
A) Advertising
B) Sale promotion
C) Personal selling
D) Publicity
E) None of the above
19. Identify factor that affects international pricing
A) The type and size of packaging
B) Transportation costs
C) Country-of-origin effect
D) Exchange rate fluctuation
E) All of the above
20. All involve a direct mode of export except:
A) Export management company
B) A foreign agent acting on behalf of the exporter and its name
C) Foreign distributor acting on its own account and on its own behalf
D) An own distribution network abroad
E) None of the above
21. Identify the correct combination regarding market channel of distribution.
A) Manufacturer’s representative ----------- take physical possession
B) Distributor ------------- merchant middleman
C) Foreign country brokers ------------ merchant middlemen
D) Distributor ---------- agent
E) None of the above
22. Which one of the following statement/s is/are constraint/s of international promotion?
A) Nationalism
B) Language in encoding process
C) Media availability
D) Consumers attitude
E) All of the above
23. The difference between licensing and franchising is that
A) The loyalty fee is received in the former case
B) The former tends to involve longer-term commitments than the latter
C) The former is basically a specialized form of the latter
 D) The former is pursued primarily by manufacturing firms whereas the latter is employed
primarily by service firms
E) All of the above
24. Marketing channels around the world vary according to:
A) Middlemen’s services and breath of line.
B) Costs and margins.
C) Channel length.
D) All of the above
25. The action taken by the government to safeguard local infant industries refers to___
A) Export control
B) Import control
C) Expropriation
D) Confiscation
E) None of the above
26. ___ is an intermediary that stakes the claim to the product before exporting.
A) Export/import broker
B) Export Management Company.
C) Export trading company
D) A foreign distributor
E) Export commission house
27. Which one is a legal/political issue international firms need to look for answers
A) How stable is the host country’s political system?
B) How long is the government likely to remain in power?
C) If the present government is succeeded, how would the specific rule of the game change?
D) What would be the expected changes in the specific rule of the game?
E) All of the above
28. _____ involves a new product development stage where a surviving idea is expanded in to a
concrete business proposal
A) Business Analysis
B) Idea screening
C) Idea generation
D) Test market
E) Commercialization
29. A School that targets only KG level education is applying:
A) Geographic segmentation
B) Demographic segmentation
C) Psychographic segmentation
D) Behavioral segmentation
E) Local segmentation
30. _____is recommended entry mode of international market especially for small and medium-
sized firm.
A) Export/import broker
B) Cooperative exporting
 C) Export trading company
D) A foreign distributor
E) Export commission house

Multiple Choice Questions

*Answer the questions by marking () on appropriate answer.
[Link] of the following information forms available to the marketing manager can usually be accessed
more quickly and cheaply than other information sources?
a. Marketing intelligence
b. Marketing research
c. Customer profiles
d. Internal databases
2. All of the following are considered to be drawbacks of local marketing EXCEPT:
a. it can drive up manufacturing and marketing costs by reducing economies of scale.
b. it can create logistical problems when the company tries to meet varied requirements.
c. it can attract unwanted competition.
d. it can dilute the brand's overall image.
3. The biggest or greatest amount of involvement in a foreign market comes through which of the
following?
a. Exporting
b. Joint venturing
c. Licensing
d. Direct investment
4. _______________ has contractual authority to sell a manufacturer's entire output.
a. Selling agents
b. Rack jobbers
c. Manufacturer's agents
d. Purchasing agents
5. Sellers that handle their own exports are engaged in:
a. direct exporting.
b. indirect exporting.
c. licensing.
d. contract manufacturing.
6. Using a successful brand name to introduce additional items in a given product category under the
same brand name (such as new flavors, forms, colors, added ingredients, or package sizes) is called a(n):
a. line extension.
b. brand extension.
c. multibranding.
d. new brands.
7. Google, Info seek, and Excite are all called:
a. browsers.
b. Webcasters.
c. search engines.
d. software.
8. Wal-Mart owned Sam's club is an example of a retail form called a(n):
a. factory outlet.
 b. super specialty store.
c. seconds store.
d. warehouse club.
9. ______________ is the general term for a buying and selling process that is supported by
electronic means.
a. Internet commerce
b. Web commerce
c. Computer commerce
d. Electronic commerce
10. ________________ consists of dividing a market into distinct groups of buyers on the basis of needs,
characteristics, or behavior who might require separate products or marketing mixes.
a. Product differentiation
b. Market segmentation
c. Market targeting
d. Market positioning
11. Many U.S. firms have sought relief from foreign competition by demanding protectionism policies by
the U.S. government. A better way for companies to compete is to expand into foreign markets and:
a. lower prices.
b. increase promotion both at home and abroad.
c. continuously improve their products at home
d. join into cartels at home.
12. Rolls Royce uses which of the following distribution formats?
a. Intensive distribution
b. Exclusive distribution
c. Selective distribution
d. Open distribution
13. When an importing country sets limits on the amount of goods it will accept in certain product
categories it is called a(n):
a. quota
b. barrier
c. tariff.
d. embargo.
14. A ________________ is a promotion strategy that calls for using the sales force and trade
promotion to move the product through channels.
a. push strategy
b. pull strategy
c. blocking strategy
d. integrated strategy
15. Which of the following is foreign owned (even though it is traditionally thought of as a U.S.
company)?
a. IBM
b. Xerox
c. Kodak
d. Universal Studios
16. A company is practicing ________________ if it focuses on sub
segments with distinctive traits that may seek a special combination of benefits.
a. micromarketing
b. niche marketing
c. mass marketing
d. segment marketing
17. _________________ is the concept under which a company carefully integrates and coordinates its
many communications channels to deliver a clear, consistent, and compelling message about the
organization and its products.
a. The promotion mix
b. Integrated international affairs
c. Integrated marketing communications
d. Integrated demand characteristics
18. A company faces several major decisions in international marketing. The first of these decisions is
often:
a. deciding whether to go international.
b. looking at the global marketing environment.
c. deciding which markets to enter.
d. deciding how to enter markets.
19. The American Marketing Association suggests a
list of code of ethics. All of the following are ethics suggested in the area of distribution EXCEPT:
a. not manipulating the availability of a product for purpose of exploitation.
b. not using coercion in the marketing channel.
c. using gray marketers whenever possible to save the consumer money.
d. not exerting undue influence over the reseller's choice to handle a product.
20. If a government uses barriers to foreign products such as biases against a foreign company's bids, or
product standards that go against a foreign company's product features, the government is using:
a. protectionism.
b. exchange controls.
c. exchange facilitators.
d. nontariff trade barriers.
21. Joining with foreign companies to produce or market products and services is called:
a. direct exporting.
b. indirect exporting.
c. licensing.
d. joint venturing.
22. Ultimately ..................was replaced by the ................on 1st Jan 1995
a. GATS, WTO
b. WTO, GATT
c. GATT, WTO
d. IMF, GATT

PART III - Attempt the following questions below and give your answer on the separate sheet attached
(10 marks).
1. Mention at least five Criteria for selecting a market entry mode (5 points)
 2. Mention at least 5 international commercial terms (INCOTERMS) (5 points)

Multiple choice: Select the best answer. (1 point each)

1. Which element of the marketing mix includes the distribution of products?
a. Product
b. Price
c. Place
d. Promotion
2. To be ethically effective, marketing plans must be
a. honest and truthful
b. flexible enough to contain differences of opinion
c. varied according to management responsibility level
d. substantially different from compliance requirements
3. A(n) __________is a document that communicates a marketing strategy for an offering.
a. research paper
b. market plan
c. mission statement
d. annual report
4. In a SWOT analysis, SWOT stands for
a. strategies, weaknesses, obligations, threats
b. strengths, weaknesses, opportunities, threats
c. strengths, work requirements, opportunities, time
d. strategies, worth, obligations, time
5. Raw data transforms to information when
a. it is calculated
b. a manager is aware that it exists
c. it becomes useful
d. a manager looks at it
6. Which of the following is true about participating in professional networking websites?
a. They are frequently used by employers and recruiters.
b. They are less helpful for mid- and late career professionals.
c. They are more frequently used by experienced workers.
d. They are most helpful to people who are currently employed.
7. _________________ are especially useful to marketers.
a. Age, income, gender
b. Location, locomotion, liberation
c. Profitability, reliability, predictability
d. Proactivity, reactivity, alacrity
 ROYAL COLLEGE, PISSA CAMPUS
Final Exam For the Course of Sales Management

8. What term is used to describe when a customer purchases a product with no planning or forethought?
a. Extended problem solving
b. Impulse buying
c. High-involvement purchasing
d. Evaluation implementation
9. What type of segmentation is the primary starting point for most marketers?
a. Psychographic
b. Use-pattern
c. Demographic
d. Cultural
10. In the business-to-business buying process, what is the next step after the need is described and quantified?
a. Searching for potential suppliers
b. Evaluating proposals
c. Establishing an order routine
d. Recognizing a need
11. Which of the following is a skill that could advance career goals in global marketing.
a. Ability to speak two or more languages
b. Experience in a single geographical area
c. Computer literacy
d. Having a foreign driver’s license
12. When a product is sold in as many outlets as possible a(n) ___________ distribution strategy is being used.
a. selective
b. intensive
c. extreme
d. exclusive
13. What is a useful way to empower customers?
a. Ask customers to participate in product design.
b. Conduct customer feasibility studies.
c. Refer customers to competitors for quality comparisons.
d. Give customers free products.
14. Which of the following is a key function of “positioning” in marketing campaigns?
a. To provide a reason why the customer should buy the product.
b. To divert the customer's attention from the product’s flaws.
c. To override the customer’s previous mindset.
d. To distract the customer from considering a competitor’s product.
15. A(n) ____________ explains how an offering will be launched.
a. offering transaction
b. business document
c. customer base
d. communication plan

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 16. _________ is defined as the variety of marketing communications an organization utilizes.
a. Promotional mix
b. Personal selling
c. Advertising
d. Publicity
17. Which of the following are social media?
a. Corporate investor pages
b. Media release distribution websites
c. Downloadable company brochures
d. Public networking websites
18. What is the generally accepted view about using sex and humor themes in cross-cultural marketing
campaigns?
a. Humor and sex themes are acceptable.
b. Humor and sex themes are encouraged.
c. Humor and sex themes can be used if they are very mild.
d. Humor and sex themes are not appropriate.
19. The channel through which communication takes place is known as the
a. information
b. medium
c. communication
d. transference
Short answer questions: Answer in two to four complete sentences. (2 points each)
20. Determine an advantage for using a product life cycle mode.

21. Provide an advantage for using segmentation, targeting, and positioning in developing marketing strategies.

22. Provide one benefit and one drawback of using a viral market channel.

Essay questions: Answer in six to eight complete sentences. (5 points each)

23. Describe major differences between strategic and tactical planning.

24. Define micromarketing and discuss its importance in integrated marketing communications programs.

Sales Management
1. One of the following is not the factor influencing a sales forecasting?

A. General Economic Condition D. Changes within firm

B. Consumers behavior E. None
C. Industrial behaviors
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 2. Which one of the following is the importance of sales forecasting?
A. Supply and demand for the products can easily be adjusted
B. Allocation and reallocation of sales territories are facilitated
C. It is a gear, by which all other activities are controlled as a basis of forecasting.
D. It is a measuring rod by which the efficiency of the sales personnel
E. All of them
3. _____referred to as judgmental or subjective techniques because they rely more upon opinion and less
upon mathematics in their formulation.
A. Qualitative forecasting C. Mixed forecasting
B. Quantitative forecasting D. Jury of executive opinion
4. The oldest forecasting method by which the executives, who are experienced and have good
knowledge of the market factors, make out the expected sales is;
A. Sales force opinion D. Consumers buying plan
B. Jury of executive opinion E. None
C. Delphi method
5. ______is forecasting technique which expressed on mathematical techniques as they rely more upon
mathematics and less upon judgment in their computation.

A. Qualitative forecasting D. Quantitative forecasting

B. Mixed forecasting E. All
C. Jury of executive opinion

6. Good Sales forecasting

A. Help to Adjusted Supply and demand for the products

B. Create under stocking and overstocking.
C. Make difficult Sales territories Allocation.
D. Not a Base to master plan or budget
7. A set amount of selling that a salesperson is expected to meet over a given time frame.
A. Sales forecast C. Sales quota
B. Sales budget D. Sales territory

8. Which Recruitment source is different

A. Employment agencies C. Unsolicited applicant
B. Employee transfer D. Educational institution
9. ___is the process of reaching out and attempting to attract potential and qualified job candidates for a
particular job
A. Interview C. Recruitment
B. Selection D. Induction
10. The document that outlines the purpose of the job, the tasks involved, the duties, and responsibilities,
the performance objectives and the reporting relationships
A. Job Description B. Job specification

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 C. Person description D. Person Specification
11. In __________ interview the applicant/ sales person is encouraged to speak freely about his or her
experience, training, and future plans.
A. Interactive C. Pattern
B. Stress D. Non directive
12. Which one of the following is not the Assumptions about Socialization
A. it Influences performance C. it reduce anxiety
B. it Increases organizational stability D. It decrease employee familiarity
13. Having good compensation plan have the following benefits except
A. Attract good employees C. Increase employee turnover
B. Increase employee morale D. Increase job satisfaction
14. Given “GTZ” flour factory’s time series sales in kilo gram;

Week 1 2 3 4

Sales (100 of k 37 39 44
kg)

Based on the above information what will be the 4th week’s sales of the flour factory through moving
average forecasting method?

A. 43kg D. 41 kg
B. 39kg E. None
C. 40kg

15. Based on question number ‘23’ what will be 4th week’ sales forecast through weighted moving
averages method?

A. 43 kg D. 41.9 kg
B. 42.5 kg E. None
C. 41.1 kg

16. What is the importance’s of sales evaluation?

A. Promotion D. Selection Validation
B. Compensation E. Motivation
C. Employees Development F. All
17. Establishing sales territories is appropriate when
A. Sales people may be more motivated if they are not restricted
B. Market is being too large
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 C. Management not have the knowhow for territorial development
D. Personal friendship is the basis for attracting customers
18. Assume that this year's sales were $450,000 and that this year's forecast was
$300,000. Assume that “α” was given value of 0.2. by using exponential smoothing forecasting
method the next year's sales will be;
A. $330,000 D. $290,000
B. $340,000 E. None
C. $430,000
19. _____is the process of deciding which candidate, out of the pool of applicants developed in
recruitment has the abilities, skills, and characteristics most closely matching job demands.
A. Recruitment D. Reference checking
B. Selection E. All
C. Interview
20. Output measures for individual salespeople include all the following except
A. Sales revenue achieved C. Sales per active account
B. Profits generated D. Number of calls made
21. Which factor is the internal sales management environment?
A. Skill of the sales force 4. Time series forecasting has focused on a
B. the social and cultural factor cause-effect relationship with one or more
C. Technology
other variables.
D. Government regulations
E. Rising interest rate 5. Sales Training involves the personal
development of skills and techniques
Part I: True or False Items related to creating and exploring new sales
Read the questions carefully then say “true” if the
statement is correct and “false” it is not; (1point opportunities
each) 6. Sales volume quotas are particularly useful
1. Straight commission provides maximum in multiproduct companies where different
direct monetary incentive for the products contribute to varying levels of
salesperson to strive for high-level volume. profits.
2. Sales force evaluation is the comparison of 7. Rule of thumb method is mostly used in
sales force objectives with results. mass selling goods and companies
3. Objective and task method of budgeting is dominated by finance.
adopted by large size companies facing 8. Where the straight-salary system is used,
tough competition. the executive has weak financial control
over non-selling activities.

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 9. Product knowledge is not the main 5. Warehousing helps in balancing demand and
consideration during sales force evaluation supply and in stabilizing prices.

process. 6. The conflict among the channel partners

belonging to the same level is termed as a vertical
10. Socialization means teaching the corporate
conflict.
culture and philosophies about how to do
7. A direct – marketing channel has intermediary
business.
levels.
8. Transport cost increases when the product
needs special boxes for transport and storage.
Part III; Short answer describe the following
questions accordingly 9. The direct channel is time consuming and
expensive.
11. List internal and external factors
10. In the indirect channel, producers sell goods to
influencing compensation plan? (3pts)
consumers through door to door salesmen and
12. List the purpose of sales training? (2.5pts) through their own outlets.
13. List and define qualitative method of
PART II – Read each of the following questions
forecasting? (3pts) carefully and select the best answer from the
alternatives given. Write your answer on the
separate answer sheet provided (1 point each)

Marketing Channels and Logistics Management 1. Which one is not true about agents/brokers
wholesalers?
PART I – Write true if the statement is correct and
false if the statement is incorrect. Write your A. They are independent middlemen
answer on the separate answer sheet provided ( 1 B. They take the title to the goods they
point each) deal with
C. They involve in negotiatory functions
1. Channel arrangements must be modified over
D. They are compensated in the form of
time.
commissions
2. It is important to search for alternative ways to E. None of the above
deploy transportation to reduce total logistics
2. ..............involves in selling merchandise for
cost.
personal or household consumption.
3. Marketing intermediaries usually provide
A. Retailers C. Agents
products at a lower price than a manufacturer
E. Wholesalers
could.
B. Merchant Wholesalers D.
4. Storage reduces the need for instant
Distributors
transportation which is often costly.

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3. Which one is the function of wholesalers? A. Training channel members D.
Motivating channel members
A. Assortments C.
Advice and technical support B. Evaluating channel members E.
Modifying channel members
B. Breaking bulk D. All of
the above C. Selecting channel members
C. Credit and financial assistance 8. ................plans the geographical path a vehicle
will travel to complete transportation
requirements.
A. Load planning D.
4. Facilitating agencies include: Equipment scheduling
A. Transportation agencies D. B. Routing E.
Advertising agencies Carrier selection

B. Storage agencies E. C. Carrier administration

All of the above
9. A.....................is a type of conflict between
C. Order processing agents different levels in the same channel.

5. Which one does not constitute a forward flow A. Horizontal channel conflict C.
of activity from the company to the customer? Multi-channel conflict

A. Physical flow D. B. Vertical channel conflict D.

Payment flow Intra-channel conflict

B. Title flow E. 10. Which one is not an example of a vertical

None of the above channel conflict?

C. Promotion flow A. Conflict between wholesalers and retailers

6. Who is fundamentally responsible to oversee B. Conflict between distributors and

day to day shipping? wholesalers

A. Operations management D. C. Conflict between manufacturer and

Auditing and claims distributors

B. Freight control E. D. Conflict between two wholesalers

Rate negotiation
11. Which channel is used when a manufacturer
C. Freight consolidation deals with a market without going through an
intermediary?
7. Which one is the first step in channel
management decisions? A. Indirect C. Direct

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 B. Reverse D. A. Warehousing C.
Domestic Inventory management
12. Which one is true about warehousing? B. Transportation D. All of
the above
A. It reduces the need for instant
transportation 17. ..............conflict occurred when the channel
partners involved in a particular distribution
B. It provides a competitive advantage with
channel have an issue with partners in other
better storage and better servicing of the
channel.
customer.
A. Multi-channel C.
C. It helps in balancing demand and supply
Horizontal
D. All of the above
B. Vertical channel D. Intra-
13. Stocks are held for the following reasons, channel
except:
18. Which one of the following is considered as
A. To provide customers with immediate criteria when choosing a transportation mode?
service
A. Speed C. Number
B. To accommodate variations in demand of geographic points served

C. To keep up production costs B. Meeting scheduled on time D. All of

the above
D. A and B
19. Firms use marketing intermediaries for the
14. Which is the best mode of transport for
following reasons, except:
transporting bulky goods in huge quantity?
A. They provide contact and expertise in
A. Roadways C.
dealing with customers.
Airways
B. They can offer specialist skills in
B. Railways D. delivering goods as needed.
Waterways C. They simplify supply chain
15. Which of the following is not a function of a management.
warehouse? D. They usually provide services at higher
costs than a manufacturer could.
A. Storage C.
E. All of the above
Stabilization in price
B. Risk-bearing D. 20. Who is involved as a member in distribution
Ensuring profit channel?

16. One of the following is a component of A. Retailers C. Distributors

physical distribution . E. All choices are correct
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 B. Customers D. Manufacture
21. In a consumer market with one intermediary
level in the distribution channel, the intermediary
is typically called…..

A. A wholesaler C. A retailer
E. None of these
B. A distributor D. An agent

[Link] one is different from the others?

A. Third level channel C. Second

level channel E. None of the above
B. Zero level channel D. First level
channel

23. Which channel member does always present

in direct and indirect distribution channels?

A. Retailer B. Producer C.
Wholesaler D. Consumer E. B and D

24.A………….level channel consists of a

manufacturer selling directly to the final
consumer.

A. Zero-level B. One-level C. Two-level

D. Three-level

25. Let’s assume that Glorious is the only

distributor of Sony products in Ethiopia. This kind
of distribution strategy is:

A. Intensive strategy C.
Selective strategy
B. Exclusive strategy D.
Adaptive strategy

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