Marketing Management

1. Single Segment concentration strategy is based on which competitive strategy : specialization

2. Which of the following focuses on how individuals make decision to spend available resources
on consumption related products and services : consumer behaviour
3. Different type of buyer behavior are : Complex, Variety seeking, Simple buying
4. Identifying competitors has become a complex task due to : Emergence of industries
5. It is a firm in a strong but not dominant position that follows an aggressive strategy of trying to
gain market share : Market follower
6. Promotional research is undertaken to determine : Media decision, creative testing, Brand
positioning
7. Switching cost can be Financial where a customer perceives a high risk in switching to a rival
brand.
8. In the customer service external marketing matrix, the optimal quadrant in terms of marketing
excellence as well as in terms of utilization of resources are : Quadrant 2
9. Presence of a very strong and growing number of middle class consumer makes for attractive
markets : True
10. Switching costs can be Psychological where a customer perceives a high ris k in switching to a
rival brand.
11. Which of the following strategy focuses on producing low cost clones, low cost manufacturing
and operates in localized markets: Imitative Strategy
12. In which of the following type on open ended questions, words are presented, one at a time and
respondents mention whatever comes to their mind connected with the given clue: Sentence
Completion
13. Which of the following is a simple analysis of political, economical, social and technological
factors : Step analysis
14. It is a detailed analysis focused on identifying opportunities, threats etc which has the potential
to effect the business strategy : Strategic analysis
15. Which of the following revolution is a direct result of the digital revolution : Knowledge
revolution
16. Which of the following are the existing products that are targeted to new market segments :
Improvements and revisions of existing products
17. Objectives of market penetration are : Increase / maintain market share, restructuring mature
market by driving out competitors, Increase usage by existing customer
18. Market research uses scientific methods for data collection and analysis to test prior notions.
19. Even numbered pricing is used to denote a bargain : False
20. Different type of sub cultures within a society are : Regional, racial, Relegious

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21. Which of the following is created when a company develops distinctive capabilities, competitive
advantage or a core competency and then aims for a strategic position in the industry :
Sustainable product differentiation
22. Which of the following is the ease with which a product’s benefits can be seen, emarginated or
communicated to potential consumers : compatibility
23. Changing technology may effect the demand for a firm’s products and services: True
24. External analysis: Marketing audit, Internal analysis: strengths and weakness, too broad
mission statement leads to : Marketing myopia, External environment: competitor, customer,
market
25. Lower perceived risk causes high involvement in the purchase decision : True
26. Raw material are classified as : Renewable, Non renewable, Natural
27. Psychology: Study of an individual , Social psychology: Study of how an individual,
Anthropology: Study of groups, Sociology : Influence of society on groups
28. The purpose of this research approach is to monitor service performance indicators and
corrective action to improve performance : service operating data capture
29. Performance ratings are not diagnostic and can be misleading : True
Match the following:
Question correct answer
Selective exposure : Consumers are selective in
Selective perception : How consumer decodes the
Selective retention : How much of decoded message
Interpersonal Communication : Direct contact between sender
30. Which of the following is not only a communication tool but also a media tool and a medium of
doing business: Internet
31. Demographic Profile of the consumer reveals how consumer allocate their time, energy and
money to activities and their interests and opinions about various issues.
32. A unique non traditional channel in India is dabbawala.
33. Identifying competitors has become a complex task due to emergence of industries.
34. During a given plan period , companie s persue a single growth direction only : True
35. In this month of sales forecast, sales representatives in different territories develops estimates
of how much each current and prospective customer will buy of the4 company’s product :
survey of buyer’s intentions
36. Product is commonly referred to as : Value proposition
37. Purchasing power is function of : Income, occupation, Region
38. Which of the following consis ts of competition among all product offering that compete for the
customer’s money : Share of wallet

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39. Monopolistic structure is seen in industries where capital investment required to setup a firm is
extremely high.
40. Service operating procedures are documented in service standards.
41. Which of the following is the last stage of the segmentation processes: Evaluating segment
attractiveness
42. Communication takes place when : receiver receives message, sender transmits message,
message conveys the meaning
43. A highly concentrated buyer base will have the bargaining power and can create greater price
competition.
44. Which of the following consists of competition among various firms in a given industry :
Company competition
45. Which of the following represents deeper motivations and goals that the customer is trying to
satisfy : Brand assur ance
46. Market research uses scientific methods for data collection and analysis to test prior notions.
47. Which of the following relates to any non personal communication through the media such as
press releases press conferences etc : Advertising
48. A set of product offerings with a certain category : Product line
49. In depth Market research is the foundation of market segmentation.
50. When entry barriers are low, new entrants pose a significant threat: True
51. New product means : Original product, Product improvement, Product modification
52. After the new product has passed the conceptual stages it becomes more concrete in which
stages : Test marketing, commercialization, Market strategy development
53. This method calls for identifying all potential buyer in each market and estimating their potential
purchases : Expert opinion
54. Slow skimming works when competitive threats is not so immanent : True
55. Meaningful differentiation should satisfy the following criteria : Valued, Profitable, sustainable
56. Brand competition consists of brands that directly compete for the same market segments.
57. A company can be said to have competitive advantage if it posses a technology, assets or a
functional excellence which its competitors do not enjoy.
58. Various bottom up method of sales forecast : Expert opinion, statical analysis, survey of buyer’s
intention
59. Different type of sub cultures are : Regional, Racial, Religious
60. During a given plan period, companies peruse a single growth direction only : True
61. Monopolistic structure is seen in : Police, defense, public transportation
62. Market research is subjective as it attempts to provide accurate, impartial and unbiased
information that refle cts the true state of affairs : True

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63. Competitive risk that a consumer feels causes him to be eit her more involved or less involved
in decisions.
64. Threat of new entrants : Firm competitors, Threat of substitute : Substitutes, Bargaining power
of buyers : suppliers, bargaining power of sellers : Consumers
65. Individuals acts and react on the basis of objective reality and not on the basis on their
perceptions : True
66. The more perishable the product, the more the likelihood of price competition : True
67. Often the selling concept, production and product concepts co exist in the organization: True
68. Execution of sampling processes requires a detailed specification of how the sampling design
decisions are to be implemented.
69. Availability is also an important factor in choosing a channel.
70. His theory states that human needs are arranged in a hierarchy from the most pressing to the
least pressing : Abraham Maslow
71. An innovation is different from invention : True
72. Attitudes can be changed or molded as they are learnt : True
73. In product industries, type of customer services offered are : Value added services, After sales
service, Customer environment
74. The element of the communications mix differ in their ability to influence and affect target
markets : True
75. Its production may or may not be tied to a physical product : Services
76. Marketer needs to think through five different levels of the product: True
77. For la rge companies which are diversified into several businesses, mission statement for each
SBU is essential: True
78. Buyer power is weak if : Buyer are concentrated, Suppliers are powerful if : suppliers are
concentrated, economies of scale in all functions : commitment to labor force, Exit barrie r :
switching costs are low
79. SWOT analysis allows a company to identify its Strengths and weakness
80. Consumer perception impact all aspects of marketing.
81. As per Rogers, adopter categories are : innovators, early adopters, late adopters
82. All marketing efforts are directed towards enhancing value to the customer: True
83. Which of the following gives a firm much greater pricing flexibility than its competitors without
eroding its margins : Cost leadership
84. Which of the following indicates a broad range of prices within which the company would look
to pricing the product: Pricing strategy
85. Effective marketing programs can be created for serving the market : Accessible
86. Companies needs to become strong competit ors by building competitive brands

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87. A horizontal marketing system is a tightly coordinated distribution channel designed specially to
improve operating efficiency and marketing effectiveness.
88. Characteristic s of growth stage are : Sharp growth in sales, Pro fits, no competitors
89. A segmented approach to business strategy in win win situation for consumers and companies:
True
90. Advertising can create demand for or sell a poorly conceived product : True
91. Levels of consumer decision making are: Extensive problem solving, Limited problem solving,
Reutilized problem solving
92. Letter of authorization delivers the report to the authorities.
93. Objectives of market penetration : Increase maintain market share, restructuring mature market
by driving out competitors, Increase usage by existing customers.
94. The drawback of this model is that the weightings and ratings are assigned by managers and
may not always be very objective : GE Multifactor Portfolio matrix.
95. Markets with significant market share are called Fragmented markets.
96. The industry structure determines who captures Market
97. Dealers is guaranteed exclusive rights to the use of brand name and logo.
98. 100% of target market ultimately adopt the product of service innovation : True
99. Product mix is a mix of tangible and intangible needs
100. Intrinsic qualities of an individual are : Motivation, personality, perception.
101. Following efforts made by the company create powerful brand accessories: Public ity, Public
relations, Sales promotions.
102. This country scores very high on collective style of functioning and decision making : Germany
103. Those brands that make a very powerful emotional connect with the target market are
rewarded with a long lasting position : True
104. Major product characteristics that influence consumer acceptance of new products : Relative
advantage, Compatibility, Sustainability
105. What are the key areas of focus for service distribution : After sales service, minimize waiting
time, Managing service capability
106. Differentiated marketing relies on mass production and standardization of the product to
achieve profitability.
107. Education and occupation determine the stability of present earnings as well as future growth
potentials in earnings; True
108. Which of the following are purely intangible services : Legal, counseling, consulting
109. Analyzing a competitor’s image requires extensive research with : Customer, chain of buyers,
stakeholders

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110. To remain a market le ader which key strategic actions are required : expand the market, defend
market share, Increase sales when market size is constant
111. Who am I : The brand name, What am I: Competitor’s brand name, For whom am I : Point of
differentiation, Why me : Target market’s demographic fit
112. Generic dimensions along with customers evaluate service quality are : Reliability, Assurance,
Responsiveness
113. The external environment of an organization can be analyzed by conducting a : Environmental
scanning
114. Product Perishability is seen to increase rivalry between firms
115. Which of the following is defined as any change, alteration or renewal of an existing product/
processes which significantly improves product performance and perceived value: Innovation
116. Positive consequences of recession are : Reduction in waste, more efficient system, realistic
perceptions of working conditions
117. Various business growth strategies are : Market penetration, Market development, Product
development
118. Which of the following is a process that turns marketing plans into action plans and ensures that
plans are executed in the way that accomplishes objectives : Evaluation
119. Customer service can expand or contract depending upon the situation.
120. Perceptions can be influenced by marketers through repetitive exposure.
121. Which of the following is a measure of brand recall when a potential use situation arises: Share
of design
122. Base Price price can be lowered through the use of discounts and related tactics of allowances,
rebates etc.
123. Which of the following is any form of direct but not personal contact with the target market :
Direct Marketing
124. Product line represents the physical or functional solution offered to a set of target customer.
125. Test Marketing permits testing the impact of alternative marketing plans.
126. Effects of competitions on pricing are: Forces price down, Gives more choices, Raises price
sensitivity
127. Technique used to determine the few underlying dimensions of a larger set of intercorelated
variables : Factor analysis
128. Acquired needs are also called Primary needs
129. Consumer goods can be further classified as per shopping habits of customers into :
convenience goods, specialty goods, impulse goods
130. Trial is the stage where consumer becomes aware of the innovation but lacks information about
it.

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131. External analysis reveals a firm’s competitive advantage and core competencies if any.
132. Which of the following are used to announce new store openings, special offers for existing
customers, offer new products and upgrades etc: advertising and sponsored content
133. A highly concentrated buyer base will have the bargaining power and can create greater price
competition .
134. Which of the following products are usually in value or economy segments or any other
segments where a tactical presence is required : Defending brands
135. Easy reparability and access to service centers are key aspects on which companies can
differentiate their product offerings.
136. Companies are tempted to repeatedly run sales promotions as they produce quick and early
results.: True
137. Complex buying behavior: High involvement, Variety seeking buying behavior: high
involvement, Habitual buying behavior: Low involvement, Dissonance reducing buying
behavior: Low involvement
138. Which of the following consis ts of brands that directly compete for the same market segments :
Brand competition
139. Which of the following are products in different forms and they cut across industry boundaries :
Substitutes
140. The detailed internal and external strategic analysis conducted by the company aids the
Targeting decision.
141. The threat of new entrants depends on : entry barriers to an industry, capital investments,
government licensing
142. The ABC of positioning stands for : Brand, Audience, competitors
143. Which of the following brands are differentiated products competing in high growth markets :
fighter brands
144. Classification of products also changes as the product moves through its life cycle: True
145. New product means : Original product, Product improvement, Product modification
146. A push strategy is a must for high involvement products : True
147. Personal sell ing positions the brand at the desired slot in the consumer’s mind: True
148. Commercialization is the stage at which the product and marketing program are introduced to a
more realistic market selling.
149. Mix and match is the key theme of an integrated marketing communication compaign: True
150. For the customer, Product category is a range of solutions to a given problem or need
irrespective of its physical form or manufacturing processes.
151. Service Standards needs to be clarify defined and communicated to all service employees.

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152. Market evolves through the following steps : Emerging market, Introductory markets, Growth
Markets
153. Marketing plan begins by identifying various market segments in a given market
154. Intrinsic qualities of an individual are : Motivation, personality, perception
155. The three interrelated but distinct stages of consumer decision making are : Input, Process,
Output
156. Characteristic s of price buyers are : Low value of differentiation, Low pain of price, High value
of differentiation
157. Statistician sifts through the data through Data mining to identity purchasing patterns and
market segments.
158. Various levels of a product are: Basic, core, expected
159. Internet are valuable tool for building loyal partnerships with customers.
160. Distribution channels provides a critical linkage to ultimate customers in an effective and
efficient manner: True
161. Which of the following research is undertaken to arrive at a solution and in used in decision
making to solve marketing problems: Problem solving research
162. Various bottom up methods of sales forecast are : Expert opinion, stastical analysis, survey
of buyer’s intention
163. Which of the following are the standard accepted forms of behaviors: Values
164. Different circumstances for repositioning are : increasing occasions for use, increasing sales,
changed market conditions
165. the key task of marketing communications is to build Awareness of the product to the
consumer
166. a critical aspect of managing distribution channels is managing social relationship among
channel members for achieving synergy True
167. it is only companies that aim to achieve a strategic position in the industry that can create a
sustainable product differentiation True
168. the benefit that a brand seeks to provide has following dimensions: Functional, Emotional,
Physical
169. differentiation can be created in following ways: provide the same solution in better ways and
at better price and place, provide a unique solution that nobody else provides
170. consumer research studies attempt to understand the consumer’s heart space False
171. circles in GE matrix represents: Business strength
172. whether a company goes for differentiated or undifferentiated marketing approach depend on a
company’s: competitive advantage, competitive strategy, number of competitors
173. people use products to convey: Self Concept, Personality, Image

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174. repositioning involves modification of elements of Marketing Mix.
175. various levels of product are: Basic, Core, Expected
176. most companies choose both, direct and indirect channels True
177. in this method of sales forecast, companies commission research organisations to conduct
periodic surveys of consumer buying intentions. Survey of buyer’s intentions
178. in which of the following stage does the consumer get stimulated to seek information about the
innovation Trial
179. following are acquired needs: Self Esteem, Prestige, Sex
180. Test Marketing is the testing of how this concept is to be marketed to consumers.
181. the goal of firm’s Promotion strategy to inform, educate, persuade and remind target customers
about the benefits of organisation’s products
182. the Introduction stage of product life cycle is generally marked by the absence of competition
183. raw materials are classified as: Renewable, Non Renewable, Natural
184. which of the following decisions im pact the profitability of the organisation but have no
significant impact on the long run profitability of the company Operational Decision
185. which of the following concept states that customers want basic products that are mass
produced, widely available and at the lowest price: Production concept
Match the following
Question correct answer
Economic factors Credit availability, income growth
Demographic factors income growth, urbanization
Socio cultural factors Customs, lifestyles
New global economy De regulation, Globalisation
186. Sampling technique is a representation of ele ments of the target population.
187. Marketing focuses on the needs of the buyer.
188. following conveys the brand’s character: Strong Visual Presence, Events, Sponsorships
189. SWOT analysis exercise is very organisation specific False
190. inequitable channel relationships lead to: Channel Conflict
191. between the two levels of market minimum and market potential exists the opportunity for the
company to stimulate market demand. True
192. indirect channels while giving the company increased control, increase financial management
issues. False
193. various branding strategies available are: Individual Brand Name, Umbrella Brand Name, Range
Brand Name
194. various methods of geographic pric ing are: FOB origin pricing, Uniform delivered pricing,
freight absorption pricing

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195. what are unsought goods: goods purchased without planning or search
196. which of the following is the most scientifically valid research, the purpose of which is to capture
cause and effect relationships by eliminating the competing explanations of observed findings
Experimenta l Research
197. Hertz is a service firm sponsored retailer franchise.
198. which of the following desire the benefits of innovation but are more practical about the
difficulties. Pioneers
199. if entry barrie rs are high, then new entrants do not pose a significant threat. False
200. New products shape the future of the company.
201. factors that influence price sensitivity are: Reference Price Effect, Difficult Comparison Effect,
Switching Cost Effect
202. which of the following is the most common instrument used to colle ct primary data?
Questionnaire
203. Trend is force for creative destruction
204. Low Market Potential / Demand Function indicates problem areas in the marketing program.
205. learning takes place even when responses are not overt. True
Match the following
Question Correct answer
Marketing Myopia Product concept
Father of modern automobile Henry Ford
Mass production of products Production concept
Customers exhibit buying inertia Marketing concept
206. a company’s success with its products depends equally on the success of each element. True
207. these are the prevailing philosophies of doing business today Production Concept , Customer
Conce pt, Selling Concept
208. Vertical channels are used when the customer base is geographically concentrated or consists of
institutional buyers.
209. these theories help marketers develop appropriate strategies for introduction of their
innovative products to the market: Product Life Cycle, Profit Curve, Consumer Adoption
210. in BCG growth rate matrix, horizontal axis represents: Market share relative to competitors
211. sources of secondary data are: Government Sources, Commercial Database, Consumer Survey
212. companies that fail to embrace newer Technologies will see their business decline.
213. it depicts a set of variables and their interrelationships and helps the researcher by depicting the
research problem in different ways and conceptualising an approach to the problem: Analytical
models
214. Commercialisation is the final launch plan for the product.

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215. service industry is a highly People intensive business.
216. these are the ego needs: Prestige, Status, Self Esteem
217. it is the extent to which decisions are based on long term orientation, past versus present versus
future, and punctuali ty etc: Time Orientation
218. this type of advertising is used at the introduction stage of the life cycle when the company is
aiming to create a primary demand for the product concept. Product advertising
Match the following:
Question Correct Answer
Physical evidence Perishability
Traditional ‘p’ Promotion
Additional service ‘p’ Part time employees
Temps Tempos
219. the channel for services distribution is: simultaneous, production and distribution is
simultaneous
220. these are the collective learning in the organisation on how to coordinate diverse production
skills and integrate multiple streams of technologies. Core competence
221. for the consumer, product category is a range of solutions to a given problem or need,
irrespective of its physical form or manufacturing processes.
222. during which period of product life cycle, does innovative new products need much more
exposure in the media then conventional advertising. Introduction
223. Type of changes in the macro environment are: Trends; Mega Trends; Fashion
224. Switching costs can by financial as customers are locked into the asset bought until they decide
to upgrade or replace it.
225. the growth of self service technologies call for a greater emphasis on Quality improvement.
226. Achievement of service standards can be left to an employee. False
227. factors that affect the perceived ‘value’ of a product’s differences are: Reference Price;
Switching Cost; Fairness
228. Marketers must try to understand the minimal expectations of their target markets. True
229. functions of communication are: Encoding; Decoding; Noise
230. educational levels of target markets directly determine their knowledge and product awareness.
True
231. the purpose of defend strategy is not merely to react with price but to convince the competitor
to back off.
232. entry barriers do not change over time. False
233. it is a direct contact between a sales representative and buyers to influence buyer in a purchase
situation. Personal selling

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234. demographic factors are: Educational levels; Culture and values; Geographical distribution
235. inconsistencies between what customers are told the service will be like and the actual service
performance is caused by: Internal communication gap
236. it is the ability to perform the promised servic e accurately and dependably. Perishability
237. competitive advantage is a critical element of a firm’s: Product Differentiation; Product
Positioning; Core Competence
238. educational levels of the target markets directly determine their knowledge and their awareness
of the products. True
239. risk and uncertainty for the buyer is higher for physical product than for services. True
240. company sales forecast follows the marketing plan. True
241. it consists of competition among various products that satisfy the same need. Substitute
competition
242. in this pattern of target market selection, the company attempts to cover all market segments
with their products. Full market coverage
243. inaccurate sales forecast can lead to either excess inventory or inventory shortfall. True
244. in BCG growth share matrix, vertical axis represents: Market Growth Rate
245. raw materials are classified as: natural products; raw m aterials and parts
246. in this, the internet brings together a large number of customers to create a market place that a
number of companies will be interested in. C2B
247. there are differences in the way men and women shop and collect information. True
248. market segments respond in a similar fashion to company and brand images. True
Match the following:
Question correct answer
Invention The first T.V.
Innovation Internet
Discontinuous innovation Breakthrough innovation
Continuous innovation Incremental innovation

249. the pricing strategy that a company adopts in the growth stage must be in line with the
competitive position or company’s strategy that its has decided to adopt. True
250. it is an instrument that defines generic dimensions along which the customers evaluate service
quality. SERVQUAL
251. Exclusive products offer their target markets an ego gratification.
252. Market research uses scientific methods for data collection and analysis to test prior notions.
253. Psychographic profile of the consumer reveals how consumers allocate their time, energy and
money to activities and their interests and opinions about various issues.
254. knowledge of a competitor’s present strategy indicates future growth directions. True
255. technology can change lifestyle and buying patterns of consumers. True

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256. Major entry barriers are: economies of scale; government regulations
257. he developed a two factor theory that distinguishes dissatisfies and satisfiers. Herzberg
258. the value that the customer places on the product is largely the: perceived value
259. market demand is the base level of sales that would take place without any specific marketing
program in place. False
260. Reference price enables the firm to determine whether a product is selling poorly because it is
over priced relative to its true worth.
261. it is a strong internal stimulus compelling action. Drive
262. Market segment is a group of individuals or organisations that share a homogeneous need as
well as common characteristics such as age, gender, values etc.
263. services can be patented. False
264. companies buy competitor’s information and even pay for industrial espionage. False
265. following are the types of conclusive research: Survey Research; Observational
266. characteristics of market maturity are: competition covers major market segments; market
consolidation; market fragmentation
267. strong brands generate what for the company? Brand loyalty
268. addition of the products to the existing product lines can be in the form of: variants; pack sizes,
flavours
269. markets evolve through the following stages: emerging markets; decline markets; growth
markets
270. the conditions under which the penetration pricing strategy may work are: upgrade version of
an existing product; large proved market for the product
271. it is a measure of the customer’s likeability of a brand. Share of heart
272. characteristics of production concept are: mass production; achieving economies of scale; mass
distribution
273. the aim of consumer behaviour is to meet the needs of the target markets profitably.
274. it is the added profit or loss resulting from an additional sale. Percentage contribution margin
Match the following:
Question correct answer
Competitor strategically weaker, price reaction too costly Ignore
Competitor strategically stronger, price reaction too costly Accommodate
Competitor strategically weaker, price reaction is cost justified Attach
Competitor is strategically stronger, price reaction is cost justified Defend
275. presenting a clear consistent positioning through all points of contact with the customer is
critical to the concept of positioning. True
276. end benefit effect can be understood in which two parts: derived demand; price proportion

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277. brands must have a consistent positioning through every point of contact with their customer.
278. Core competency is not the only factor to be considered to determine the future growth
potential of business.
279. major exit barriers are: government regulations; obligations to customers; distribution
networks
280. Socio cultural segmentation basis are: social class; cultural values; sub cultures
281. companies forming strategic channel alliances also known as multiple channel.
282. companies that do not define their businesses in terms of customer needs suffer from:
Marketing myopia
283. Sample size refers to how many people should be surveyed.
284. Marketers have to continuously review segments, segmentation variables and adapt their
marketing mix to the evolving needs. True
285. in this industry structure, only one firm provides the product or service in a country or region.
Pure monopoly
286. The targeting process begins at the stage of consumer research for market segmentation.
287. it is the degree to which potential customers perceive a new product as superior to existing
substitutes. Relative advantage
288. it is a scale that rates the importance of some attribute. Liker scale
289. characteristics of mass marketing are: one standard product; one advertisement campaign
290. letter of transmittal is written by the client to the researcher before the project begins. False
291. it is a growth strategy where the business seeks to sell its existing products into new markets.
Market skimming
292. key marketing objectives in maturity stages are: rationalisation of product lines to maintain
profitability; finding new growth avenues; improved efficiency of marketing operations
293. Trial purchases are exploratory purchases as consumers attempt to evaluate a product through
direct use.
294. various innovation models/ strategies that companies can follow are: integrator model;
orchestrator model; licensor/licensee model
295. Addressing the need for its different dimensions is also known as developing: point of
differentiation
296. different sources of value are: quality improvements; add features that enhance performance;
identify customers perception of risk
297. Additional P’s introduced for service marketing are: physical evidence, people; processes
298. Monopolistic competition is seen in oil and steel industries. True
299. perceptual maps have commonly three dimensions. False
300. He learns from the market leader and adapts the improves leader’s products. Adapter

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301. Consistency is also an image of consistent performance quality or of a product living upto the
performance commitments made by the company.
302. companies must view service qualit y improvement as an ongoing process rather than as an
occasional project. True
303. This segmentation variable divides the market by locations. Geographic
304. these needs are essential for survival and to sustain biological life. Primary needs
Match the following:
Income rich/ time poor customer = lesser price sensitivity than cash
Income rich/ time rich customer = greatest price sensitivity
Cash poor/ time rich customer = greater price sensitivity than
Cash poor/ time poor customer = least price sensitivit y

305. new product means: product improvement; product modification; competitor’s product
306. Incremental costs are very similar to which other type of cost? Variable cost
307. multiple factor index method to assess market potential of different territories is used primarily
by: Consumer marketers
308.

Question A channel's length is also called as horizontal dimension.

Correct Answer False

Question ________ distribution is used when a small percentage of customers

account for a large part of sale.
Correct Answer Selective

Question The resell er's assortment influences it's

Correct Answer Marketing mix , Customer mix , Supplier mix

Question Specific ________ emerge from broad stratefgies

Correct Answer Tactics

Question What is Market development?

Correct Answer Existing product New market

Question Income,occupation,education, age,marital status are factors of
which type of segmentation?
Correct Answer Geographic , Demographic

Question There are more number of substitutes for ________ products.

Correct Answer Multi use

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Question These are the characteristics of services

Correct Answer Sold on basis of benefits , Quality control is tough

Question Planning of long term strategies are based on following factors:

Correct Answer Opportunity , Objectives, Strategies, Situation assessment,

Organisation mission , Resources

Question Competition tends to focus on ________ as a product moves

through its life cycle.
Correct Answer Price

Question The onus of advertising, pricing and sales promotion policies is put
on ________ distribution.
Correct Answer Exclusive

Question ________is a strong internal stimulus impelling action

Correct Answer Drive

Question Market foreacsts are available from sources like government

Correct Answer False

Question Physical distribution management includes

Correct Answer Manufacturer , Middlemen , Warehouse operators

Your Answer Manufacturer , Customer , Middlemen , Warehouse operators

Question Consumer behaviour is more challenging across international border.

Correct Answer True

Question Manufacturers offering variety of price promotions to their

middlemen is called
Correct Answer Trade promotion

Question Total cost is the sum of ________ + Variable cost.

Correct Answer Fixed cost

Your Answer Fixed cost

Question Money is invested by way of

Correct Answer Debt , Equity

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Your Answer Risk , Equity

Question ________ describes a person's favourable or unfavourable action

tendencies towards object
Correct Answer Attitudes

Your Answer Attitudes

Question Consumerism emerged in which era of Marketing?

Correct Answer Sales

Your Answer Sales

Question Correct Answer Your Answer

Wide market coverage is Intensive distribution. Intensive distribution.

achieved.
Helps in the process of matching Marketing channel Marketing channel
demand and supply.
No intermediaries between Direct channel Direct channel
producer and consumer.
Combining two or more levels of Vertical integration Vertical integration
a channel under one participant's
control.

Question Logistics is an area of potentially high cost saving and improves

customer satisfaction.
Correct Answer True
Your Answer True

Question Decline in buying power due to price levels rising more rapidly than
income is called
Correct Answer Inflation

Your Answer Inflation

Question In pure competition many sellers and buyers are there and have
major effect on demand and supply of the product's market price
Correct Answer False
Your Answer True

Question ________ measures actual sales and not intentions to buy

Correct Answer Market tests

Your Answer Market tests

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Question This strategic posture invests sufficiently to stay in the race but
avoids pre mature commitments
Correct Answer Reserve the right to play
Your Answer Reserve the right to play

Question As a person acquires additional units of a product, the amount of

satisfaction(each unit adds to total satisfaction), is less than the
previous unit. This is called
Correct Answer Law of diminishing marginal utility

Your Answer Law of diminishing marginal utility

Question New product forms and brands enter in which stage of product life
cycle?
Correct Answer Growth

Your Answer Introductory

Question ________ leads to generalisation where similar stimulus generate

the same kind of response
Correct Answer Reinforcement

Your Answer Cues

Question Marketer should keep company's mission and marketing objectives

in mind while making pricing decis ions.
Correct Answer True
Your Answer True

Question Socio cultural environment consists of

Correct Answer Social class , Culture

Your Answer Technology , Socia l class , Culture

Question Commercial sources have following sources

Correct Answer Advertising , Packaging , Sales persons

Your Answer Advertising , Packaging , Mass media

Question After sales service is provided in a customer orirnted firm

Correct Answer True

Your Answer True

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 Marketing Management

Question Product should be considered from the point of view of

Correct Answer Customer

Your Answer Customer

Question Types of Organisational Market

Correct Answer Reseller market , Industrial market , Government market

Your Answer Reseller market , Industrial market , Government market

Question Research design is classifie d as :

Correct Answer Function , Methodology

Your Answer Function , Methodology , Predictive , Experimental

Question A diet conscious person after playing football is thirsty. He opts for :
Correct Answer Diet coke

Question "Idea screening" stage reduces the number of ideas based on

company's criteria .
Correct Answer True

Question Categories of adopters are

Correct Answer Innovators , Earlyadopters , Laggards

Question Secondary data is cheaper and faster to collect than primary data

Correct Answer True

Question This method enables the forecaster to take into consideration

seasonal fluctuations and long term fluctuations
Correct Answer Time Series Analysis

Question Wholesalers and retailers help manufacturer in carrying ________

flow to final buyers.
Correct Answer Title

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Question "Promotion" is considered in conjunction with "Convenience" .

Correct Answer False

Question To serve a market segment profitably means

Correct Answer Sales revenue generated is more than cost of marketing effort

Question Uses of Market research are:

Correct Answer Advertising effectiveness , Sales forecasting , Identifying market

trends
Your Answer Advertising effectiveness , Sales forecasting , Identifying market
trends , MIS formation

Question Correct Answer Your Answer

Motivational research It analyses consumer motives It is used to forecast future values such
as sales revenue etc
Historical research Uses past experiences to find Uses past experiences to find solutions
solutions
Survey research Obtains data from respondents in Obtains data from respondents in
person person
Experimental research One factor is constant and holding Tests hypothesis about the
other factors relationship between dependent
variables

Question ________ measures actual sales and not intentions to buy

Correct Answer Market tests

Question This strategic posture invests sufficiently to stay in the race but avoids pre mature commitments
Correct Answer Reserve the right to play

Question As a person acquires additional units of a product, the amount of satisfaction(each unit adds to
total satisfaction), is less than the previous unit. This is called
Correct Answer Law of diminishing marginal utility

Question New product forms and brands enter in which stage of product life cycle?

Correct Answer Growth

Question ________ leads to generalisation where similarstimulus generate the same kind of response

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Correct Answer Reinforcement

Question Marketer should keep company's mission and marketing objectives in mind while making pricing
decisions.
Correct Answer True

Question Socio cultural environment consists of

Correct Answer Social class , Culture

Question Commercial sources have following sources

Correct Answer Advertising , Packaging , Sales persons

Question After sales service is provided in a customer orirnted firm

Correct Answer True

Question Product should be considered from the point of view of

Correct Answer Customer

Question Types of Organisational Market

Correct Answer Reseller market , Industrial market , Government market

Question Research design is classified as :

Correct Answer Function , Methodology

Question A diet conscious person after pla ying football is thirsty. He opts for :
Correct Answer Diet coke

Question "Idea screening" stage reduces the number of ideas based on company's criteria.

Correct Answer True

True/False
Question Market foreacsts are availa ble from sources like government
Correct Answer False

Your Answer True

Multiple Choice Multiple Answer

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Question Physical distribution management includes

Correct Answer Manufacturer , Middlemen , Warehouse operators

Your Answer Manufacturer , Customer , Middlemen , Warehouse operators

True/False
Question Consumer behaviour is more challenging across international border.
Correct Answer True

Your Answer True

Multiple Choice Single Answer

Question Manufacturers offering variety of price promotions to their middlemen is
called
Correct Answer Trade promotion
Your Answer Trade in allowance

Select The Blank

Question Total cost is the sum of ________ + Variable cost.

Correct Answer Fixed cost

Your Answer Fixed cost

Multiple Choice Multiple Answer

Question Money is invested by way of

Correct Answer Debt , Equity

Your Answer Risk , Equity

Select The Blank

Question ________ describes a person's favourable or unfavourable action
tendencies towards object
Correct Answer Attitudes
Your Answer Attitudes

Multiple Choice Single Answer

Question Consumerism emerged in which era of Marketing?

Correct Answer Sales

Your Answer Sales

Match The Following

Question Correct Answer Your Answer

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 Marketing Management
Wide market coverage is Intensive distribution. Intensive distribution.
achieved.
Helps in the process of Marketing channel Marketing channel
matching demand and
supply.
No intermediaries between Direct channel Direct channel
producer and consumer.
Combining two or more Vertical integration Vertical integration
levels of a channel under one
participant's control.

True/False
Question Logistics is an area of potentially high cost saving and improves customer
satisfaction.
Correct Answer True
Your Answer True

Multiple Choice Single Answer

Question Decline in buying power due to price levels rising more rapidly than
income is called
Correct Answer Inflation

Your Answer Inflation

True/False
Question In pure competition many sellers and buyers are there and have major
effect on demand and supply of the product's market price
Correct Answer False

Your Answer True

Select The Blank

Question ________ measures actual sales and not intentions to buy

Correct Answer Market tests

Your Answer Market tests

Multiple Choice Single Answer

Question This strategic posture invests sufficiently to stay in the race but avoids
pre mature commitments
Correct Answer Reserve the right to play
Your Answer Reserve the right to play

Multiple Choice Single Answer

Question As a person acquires additional units of a product, the amount of
satisfaction(each unit adds to total satisfaction), is less than the previous

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 Marketing Management
unit. This is called

Correct Answer Law of diminishing marginal utility

Your Answer Law of diminishing marginal utility

Multiple Choice Single Answer

Question New product forms and brands enter in which stage of product life cycle?
Correct Answer Growth

Your Answer Introductory

Select The Blank

Question ________ leads to generalisation where similar stimulus generate the
same kind of response
Correct Answer Reinforcement
Your Answer Cues

True/False
Question Marketer should keep company's mission and marketing objectives in
mind while making pricing decisions.
Correct Answer True
Your Answer True

Multiple Choice Multiple Answer

Question Socio cultural environment consists of

Correct Answer Social class , Culture

Your Answer Technology , Social class , Culture

Multiple Choice Multiple Answer

Question Commercial sources have following sources

Correct Answer Advertising , Packaging , Sales persons

Your Answer Advertising , Packaging , Mass media

True/False
Question After sales service is provided in a customer orirnted firm

Correct Answer True

Your Answer True

Multiple Choice Single Answer

Question Product should be considered from the point of view of

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 Marketing Management
Correct Answer Customer

Your Answer Customer

Multiple Choice Multiple Answer

Question Types of Organisational Market

Correct Answer Reseller market , Industrial market , Government market

Your Answer Reseller market , Industrial market , Government market

Multiple Choice Multiple Answer

Question Research design is classified as :

Correct Answer Function , Methodology

Your Answer Function , Methodology , Predictive , Experimental

Multiple Choice Single Answer

Question A diet conscious person after playing football is thirsty. He opts for :

Correct Answer Diet coke

Your Answer Diet coke

True/False
Question "Idea screening" stage reduces the number of ideas based on company's
criteria.
Correct Answer True

Your Answer True

Multiple Choice Multiple Answer

Question Categories of adopters are

Correct Answer Innovators , Earlyadopters , Laggards

Your Answer Innovators , Earlyadopters , Late adopters , Laggards

True/False
Question Secondary data is cheaper and faster to collect than primary data

Correct Answer True

Your Answer True

Multiple Choice Single Answer

Question This method enables the forecaster to take into consideration seasonal
fluctuations and long term fluctuations
Correct Answer Time Series Analysis

25
 Marketing Management
Your Answer Time Series Analysis

Select The Blank

Question Wholesalers and retailers help manufacturer in carrying ________ flow to
final buyers.
Correct Answer Title
Your Answer Title

True/False
Question "Promotion" is considered in conjunction with "Convenience" .

Correct Answer False

Your Answer True

Multiple Choice Single Answer

Question To serve a market segment profitably means

Correct Answer Sales revenue generated is more than cost of marketing effort

Your Answer Sales revenue generated is more than cost of marketing effort

Multiple Choice Multiple Answer

Question Uses of Market research are:

Correct Answer Advertising effectiveness , Sales forecasting , Identifying market trends

Your Answer Advertising effectiveness , Sales forecasting , Identifying market trends ,
MIS formation

Match The Following

Question Correct Answer Your Answer

Motivational research It analyses consumer motives It is used to forecast future

values such as sales revenue
etc
Historical research Uses past experiences to find Uses past experiences to find
solutions solutions
Survey research Obtains data from Obtains data from
respondents in person respondents in person
Experimental research One factor is constant and Tests hypothesis about the
holding other factors relationship between
dependent varia bles

Select The Blank

Question ________ measures actual sales and not intentions to buy

Correct Answer Market tests

26
 Marketing Management
Your Answer Market tests

Multiple Choice Single Answer

Question This strategic posture invests sufficiently to stay in the race but avoids pre
mature commitments
Correct Answer Reserve the right to play
Your Answer Reserve the right to play

Multiple Choice Single Answer

Question As a person acquires additional units of a product, the amount of
satisfaction(each unit adds to total satisfaction), is le ss than the previous
unit. This is called
Correct Answer Law of diminishing marginal utility

Your Answer Law of diminishing marginal utility

Multiple Choice Single Answer

Question New product forms and brands enter in which stage of product life cycle?

Correct Answer Growth

Your Answer Introductory

Select The Blank

Question ________ leads to generalisation where similar stimulus generate the same
kind of response
Correct Answer Reinforcement
Your Answer Cues

True/False
Question Marketer should keep company's mission and marketing objectives in mind
while making pricing decisions.
Correct Answer True

Your Answer True

Multiple Choice Multiple Answer

Question Socio cultural environment consists of

Correct Answer Social class , Culture

Your Answer Technology , Social class , Culture

Multiple Choice Multiple Answer

Question Commercial sources have following sources

Correct Answer Advertising , Packaging , Sales persons

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 Marketing Management
Your Answer Advertising , Packaging , Mass media

True/False
Question After sales service is provided in a customer orirnted firm

Correct Answer True

Your Answer True

Multiple Choice Single Answer

Question Product should be considered from the point of view of
Correct Answer Customer

Your Answer Customer

Multiple Choice Multiple Answer

Question Types of Organisational Market
Correct Answer Reseller market , Industrial market , Government market

Your Answer Reseller market , Industrial market , Government market

Multiple Choice Multiple Answer

Question Research design is classified as :

Correct Answer Function , Methodology

Your Answer Function , Methodology , Predictive , Experimental

Multiple Choice Single Answer

Question A diet conscious person after playing football is thirsty. He opts for :
Correct Answer Diet coke

Your Answer Diet coke

True/False
Question "Idea screening" stage reduces the number of ideas based on company's
criteria.
Correct Answer True

Your Answer True

True/False
Question In negotiated contracts, the bid selected by buyer is not
necessarily the lowest
Correct Answer True

Your Answer True

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 Marketing Management
Multiple Choice Multiple Answer
Question Trade promotions include

Correct Answer Push money allowance , Promotional allowance

Your Answer Push money allowance , Cash rebates , Promotional allowance
, Damaged goods allowance

True/False
Question Change in company's strategy gives rise to problems
necessitating a new structure to be made
Correct Answer True
Your Answer False

Multiple Choice Multiple Answer

Question What is break down approach

Correct Answer Sales potential varies with country's general level of economic
activity , Market and sales potential is based on economic
forecast , Number of units that a buyer buys is multiplied by
the total number of potential buyers in that territory to arrive
at total sales
Your Answer Sales potential varies with country's general level of economic
activity , Market and sales potential is based on economic
forecast , Number of units that a buyer buys is multiplied by
the total number of potential buyers in that territory to arrive
at total sales

True/False
Question Consumer behaviour is easy to understand in familiar country
like India for Indians.
Correct Answer False

Your Answer True

Select The Blank

Question Buyer's response in ________ method may not be applicable
in other markets
Correct Answer Market tests

Your Answer Market tests

True/False
Question The demand for a specific brand within a product category is
called selective demand.
Correct Answer True
Your Answer True

Multiple Choice Single Answer

Question Deciding on the number of intermediaries to be employed by a
producer is called:

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 Marketing Management
Correct Answer Intensity distribution

Your Answer Integral distribution

Match The Following

Question Correct Answer Your Answer

Ballast business Fit well but low opportunities Fit well but low opportunities

Gap analysis Difference between desired Some fit and some misfit
and projected performance
Corporate parenting Managing SBU's by a Managing SBU's by a
corporate corporate
Heartland business Give the highest priority Give the highest priority

Multiple Choice Multiple Answer

Question These products move through short channels:
Correct Answer Eggs, Bread , Clothing , Cement

Your Answer Clothing , Maruti 800 Car

Multiple Choice Single Answer

Question What is Exclusive Assortment?

Correct Answer Carrying the line of only one manufacturer

Your Answer Carrying many unrelated product lines

Select The Blank

Question Product means the ________ and services the company offers
the target market.
Correct Answer Goods

Your Answer Value

Select The Blank

Question Firm's that lack promotional skills rely on ________ for
promotional push.
Correct Answer Middlemen
Your Answer Advertising agents

Multiple Choice Single Answer

Question Government units that purchase or rent goods for carrying out
main functions of government is called
Correct Answer Government Market

Your Answer Reseller Market

30