B.

Com Honors
SEMESTER V

Subject: MARKETING MANAGEMENT Paper Code: DSE504

UNIT-I: PRODUCT MANAGEMENT:

MULTIPLE CHOICE QUESTIONS:

1. Marketing Management is the _________ of choosing target markets and getting, keeping and
growing customers through creating, delivering and communicating superior customer value
a) Art
b) Science
c) Art and science
d) None of the above
2. Marketing is an organizational function and a set of processes for creating, communicating and
delivering value to customers and for managing customer relationships in ways that benefits the
organization and its stakeholders definition is given by
a) Philip Kotler
b) The American Marketing Association
c) The Association of National Advertisers
d) Peter Drucker
3. Product mix pricing technique through which companies develop product lines for pricing
instead of single products is classified as
a) by-product pricing
b) optional-feature pricing
c) product line pricing
d) Two-part pricing
4. Goods that are frequently and immediately bought by consumer's are classified as
a) unsought goods
b) specialty goods
c) convenience goods
d) shopping goods
5. Total number of product items included in product mix is classified as
a) depth of product mix
b) consistency of product mix
c) width of product mix
d) length of product mix
6. In third level of customer value hierarchy, marketer creates basic products into
a) expected products
b) basic product
c) augmented products
d) potential product
7. Groups in which industrial goods can be classified are
a) capital items
b) business supply or service
c) materials and parts
d) all of above
8. Kind of goods that are purchased by customer's after comparing products on basis of price,
quality and sustainability are classified as
a) unsought goods
b) specialty goods
c) convenience goods
d) shopping goods
9. Special technique of co-branding which builds brand equity for components or materials
containing different branded products is classified as
a) mix branding
b) optional branding
c) ingredient branding
d) line fill branding
10. Concept which refers how well services or products are brought from company to customers is
classified as
a) customer training
b) customer consulting
c) ordering ease
d) delivery
11. The brand choice is heavily influenced by reference group in which stage of Product life cycle?
a) Introduction
b) Growth
c) Maturity
d) Decline
12. The major components of marketing mix are
a) Product
b) Price
c) Place
d) All of the above
13. An idea for a possible product that company will offer is classified as
a. product idea
b. product image
c. customer management
d. none of above
14. In new product development process, after analysis of business next step to be taken is
a) test marketing
b) One channel marketing
c) penetration marketing
d) individual marketing
15. 'marketing strategy statement' third part consists of
a) target market
b) planned value proposition
c) sales, profit goals, market share
d) developing mission statement
16. New brands a company develops with its own resources and R&D efforts are called
a) new products
b) existing products
c) acquisition
d) mergers
17. In PLC stages, phase in which products profits decline and product has been defended from
competition is called
a) maturity stage
 b) predictive stage
c) improved market stage
d) profit achieved stage
18. In product life cycle decline stage, marketing objective is to
a) create product awareness
b) maximize market share
c) defend market share and profits
d) reduce expenditure
19. New competitors will enter in market in PLC stage called
a) growth stage
b) lately buying stage
c) segmenting stage
d) targeting stage
20. Product or service that can be differentiated competitor
a) customized brands
b) super brands
c) brand
d) value products
21. Endowment of products or services with power of specific name or logo is considered as
a) branding
b) packaging
c) advertising
d) valuing
22. Added value on products and services is called
a) advertising
b) brand equity
c) branding
d) valuing
23. Stage which describes extrinsic properties to meet customer's social needs is considered as
a) brand salience
b) brand performance
c) brand imagery
d) brand feelings
24. Highly energized differentiation, esteem, knowledge and relevance are shown by
a) leadership brands
b) declining brands
c) strong brands
d) evident brands
25. Number of common and distinctive elements of brand are reflected as
a) brand earnings
b) brand responsiveness
c) brand architecture
d) branding rate

II. FILL IN THE BLANKS:

1. Marketing is a delivery of standard of living to society.

2. Industrial product is sold for use in producing other goods or services.
3. Physical distribution management includes Manufacturer , Middlemen.
4. Market tests measures actual sales and not intentions to buy.
5. Consumerism emerged in which era of Marketing Sales.
6. Major components of marketing mix are Product.
7. New product forms and brands enter in which stage of product life cycle Growth.
8. The factor of satisfaction and Profit motives are consistent in society.
9. Product, price, place and promotion are the 4p's of Marketing mix.
10. Market segmentation can be done on the basis of following factors, Psychographic ,
Demographic & Geographic.
11. Group of products on basis of tangibility and durability include Durable and non-
durable ,services.
12. In product hierarchy, product classes that help in satisfying core needs are considered as product
family.
13. According to product hierarchy, group of products that perform similar functions including
recognized product class is classified as product line.
14. Set of all goods or services that are offered for sale by a specific buyer is classified as product
mix.
15. Product or service that can be differentiated competitor Brand.
16. Endowment of products or services with power of specific name or logo is considered as
Branding.
17. Added value on products and services is called Brand equity.
18. Activities carry by company to design and produce a differentiated container for particular
product is classified as Packaging.
19. Formal statement by manufacturer of product regarding its performance is classified as
Warranties.
20. Strategy of using individual family brand names is referred as House of brands.
21. Product quality level is considered as part of Actual product.
22. Products that are bought without detailed comparisons are best classified as Convenient
products.

22. In new product development process, after analysis of business next step to be taken is Test
marketing.
23. Course of sales and profits of a product over its whole life is called Product life cycle.
24. Market segmentation based on customers race and nationality is an example of Demographic
segmentation.

SHORT QUESTIONS:

1. Define product
2. Product diversification
3. Product planning
4. New product development
5. Product life cycle
6. Product mix
7. Branding
8. Packaging
9. Labelling

UNIT-II: PRICE MANAGEMENT:

MULTIPLE CHOICE QUESTIONS:

1. Pricing strategy used to set prices of products that are must be used with main product is called
a) optional product pricing
b) product line pricing
c) competitive pricing
d) product pricing captive
2. New product pricing strategy through which companies set lower prices to gain large market
share is classified as
a) product pricing optional
b) skimming pricing
c) penetration pricing
d) captive product pricing
3. Kind of reduction made to those buyers who buy large volumes of products is classified as
a) cash discount
b) seasonal discount
c) functional discount
d) quantity discount
4. Pricing issue arise when manufacturer could not force dealers or retailers to charge a specific
price is classified as
a) deceptive pricing
b) price discrimination
c) resale price maintenance
d) fix quantity pricing
5. Type of discount made to those buyers who use to buy products or services that are out of season
is classified as
a) cash discount
b) seasonal discount
c) functional discount
d) quantity discount
6. Pricing issues across channel levels includes
a) predatory pricing
b) deceptive pricing
c) price fixing
d) none of above

7. Pricing technique which considers pricing for customers living in different locations around
world is classified as
a) cyclical pricing
b) short term pricing
c) promotional pricing
d) geographical pricing

8. Two broad strategies for new products are

a) market skimming pricing
b) market penetration pricing
c) product line pricing
d) both a and b
9. New product pricing strategy through which company makes more profitable sales by selling out
fewer units is classified as
A. optional product pricing
B. price skimming
 C. price penetration
D. product line pricing
10. If a customer buys a cell phone and buy Bluetooth hands free later then pricing strategy used in
this situation is called
a) bi-product pricing
b) optional product pricing
c) Two way pricing
d) Two part pricing
11. Reduction in prices made on larger purchases is classified as
a) bargained reduction
b) discount
c) allowance
d) price segment
12. Type of reduction made from list price is classified as
a) bargained reduction
b) discount
c) allowance
d) price segment
13. Pricing strategy whose steps are setup between different lines of product offered by same
organization is called
a) optional pricing
b) product line pricing
c) competitive pricing
d) captive pricing
14. Type of cost reduction made for buyers who pay their accounts payable promptly is classified as
a) cash discount
b) seasonal discount
c) functional discount
d) quantity discount
15. Considering pricing strategies, price issue that arise when sellers set prices with opinion from
competitors is classified as
a) price fixing
b) predatory pricing
c) price maintenance
d) discriminatory pricing
16. Kind of pricing strategy in which one product or service is sold for two different prices without
any differences in cost is classified as
a) segmented pricing
b) psychological pricing
c) promotional pricing
d) geographical pricing
17. Pricing strategy for new product through which revenues are collected from segments willing to
pay higher prices is classified as
a) market skimming pricing
b) market penetration strategy
c) business line pricing
d) product line pricing
18. Pricing strategy in which prices are adjusted for psychological effect is classified as
a) segmented pricing
b) psychological pricing
c) promotional pricing
d) geographical pricing
19. Price adjustments made for volume purchases, payment of bills and off season buying includes
 a) discount and allowances
b) zone price adjustment
c) basing point adjustment
d) geographic adjustment
20. Price of is subtracted from variable cost than divided by fixed cost for calculation is
a) product unit cost
b) break-even volume
c) target return price
d) target return cost
21. Pricing technique according to which seller's charge high prices every day and offer low prices
on temporary basis is classified as
a) high low pricing
b) value pricing
c) perceived pricing
d) everyday low pricing
22. .Pricing technique in which buyers place an order within 20 minutes after watching paid ad on
TV is classified as
a) season pricing
b) emergency pricing
c) channel pricing
d) time pricing
23. Pricing technique through sellers charge constant low prices without any sales promotion effort
is classified as
a) perceived pricing
b) everyday low pricing
c) high low pricing
24. Pricing strategy practiced by company according to which prices are high for products at
introduction stage and drops overtime is classified as
a) push pricing strategy
b) market penetration pricing
c) market skimming pricing
d) quality leadership pricing
25. Pricing strategy uses by companies, operating in price sensitive market is classified as
a) market penetration pricing
b) market skimming pricing
c) quality leadership pricing
d) push pricing strategy

II. FILL IN THE BLANKS:

1. Pricing strategy used to set prices of products that are must be used with main product is called
Captive product pricing.
2. New product pricing strategy through which companies set lower prices to gain large market
share is classified as penetration pricing.
3. First step of value based pricing is to design product.
4. Major pricing strategies do not include discount and bonus pricing.
5. Pricing strategy in which prices are based on cost of distribution and production plus fair return
rate is classified as cost based pricing.
6. Pricing strategy in which company determines price it will make targeted return is classified as
target return pricing.
7. Perceptions of customer about value of products are considered to set the floor for ceiling for
prices.
 8. Pricing strategy which provides right combination of good service and quality at fair price is
classified as good value pricing.
9. Breakeven pricing strategy is also called target return pricing.
10. Pricing strategy in which prices of products are set according to perception of buyers rather than
according to cost of seller is classified as customer value based pricing.
11. Pricing strategy in which prices are based on strategies, costs, market offerings and prices of
competitors is classified as competition based pricing
12. Pricing strategy in which products are differentiated on basis of value added features is
classified as value added pricing.
13.If customers perceive that price of product is greater than value it provides to customer then
customer would not buy product.
14. First step of value based pricing is to assess needs of customer.
15. Pricing strategy which considers setting price after designing marketing program is classified as
value based pricing.
16. Pricing strategy which starts with ideal price and targets cost which ensures that set price will
be met is classified a target costing.
17. Kind of cost which does not vary with level of production of company or level of sales is
classified as fixed costs.
18. Pricing strategy in which standard mark-up is added into cost of market offering is classified as
mark-up pricing.
19. Exploration of new markets abroad is an example of Opportunities.
20. Strategy of launching new product in new market is known as Diversification.

SHORT QUESTIONS:

1. Define price
2. Define pricing
3. Pricing decisions
4. Cost plus pricing
5. Pricing policy
6. Skimming pricing policy
7. Value based pricing
8. Customer based pricing
9. Penetration pricing
10. Competitors based pricing

ESSAY QUESTIONS

1.. Explain the objectives of Pricing &its role in marketing mix.

2. Explain the factors influencing Price Decisions.
3. Explain about new Product pricing and the different Pricing methods.
4. Explain Pricing under Different Competitive Conditions.

UNIT III : PROMOTION MANAGEMENT

MULTIPLE CHOICE QUESTIONS:

1. Basic objectives of advertising are:

a) To sell a product
 b) To inform about products
c) Appealing message to consumers
d) All
2. Advertising is:
a) Paid form of non-personal communication
b) Unpaid form
c) Publicity
d) None of the above
3. Essentials for good advertising:
a) Use a small picture
b) Make the ad copy complete
c) Specify Branded Merchandise
d) b & c
4. Outdoor advertising is:
a) Oldest form of advertising
b) Modern form of advertising
c) a & b
d) None of the above
5. Window display means
a) The articles are displayed inside the glass window
b) The articles are displayed outside the glass
c) The articles are hidden inside the glass
d) None of the above
6. Which is a modern media:
a) TV
b) Internet
c) Radio
d) None of the above
7. Readership of media means:
a) The average number of people who read an individual copy of the publication
b) The number of copies sold
c) a & b
d) None of the above
8. Circulation of media means:
a) The average number of people who read an individual copy of the publication
b) The number of copies sold
c) a & b
d) None of the above
9. Website pressroom means:
a) Using online pressroom
b) Newspaper
c) Using online website
d) None of the above
10. Objectives of personal selling
a) Building Product awareness
b) Creating interest
c) a & b
d) None of the above

II. FILL IN THE BLANKS:

1) Promotion has become important because of the widening of the market

2) Customers are requested to purchase the products
 3) Promotion activities are performed by manufacturer
4) The middlemen are wholesaler & retailer
5) Promotion Mix components are advertising, personal selling, sales promotion & public relations.
6) Advertising is any paid form of non-personal communication of ideas, goods, services by business firms
7) Headlines encourage full copy readership
8) Advertising can help to introduce a new product quickly
9) Advertising media includes television, internet media, radio, press & outdoor media
10) POP stands for Point Of Purchase

SHORT QUESTIONS

1. What is promotion?
2. What is advertising?
3. What is personal selling?
4. What is sales promotion?
5. What is public relations?

UNIT IV: CHANNEL MANAGEMENT & RETAILING

MULTIPLE CHOICE QUESTIONS:

1. Marketing channel that involves no intermediaries to made their products available to final buyers
is classified as
a. direct channel
b. indirect channel
c. flexible channel
d. static channel
2. Process of managing upstream and downstream of final goods, flow of raw materials and
information about resellers and final consumers is classified as
a. marketing logistics network
b. supply chain management
c. delivery network
d. physical distribution network
3. In marketing channels, conflict occurs in marketing channels working at same level is classified
as
a. steep conflict
b. slope conflict
c. vertical conflict
d. horizontal conflict
4. Network of delivering products to customer which is composed of distributors, suppliers and
manufacturing company is classified as
a. supply chain management
b. marketing channels
c. delivery channels
d. value delivery network
5. 5. In marketing intermediaries, way of distribution in which few dealers distribute company's
product in selective territories is classified as
 a. selective distribution
b. intensive distribution
c. inclusive distribution
d. exclusive distribution
6. Services provided by marketing channels to their customer in a collective way is classified as
a. functional integration
b. product integration
c. channel integration
d. location integration
7. System in which company creates partnerships with different channels to deliver their market
offering is classified as
a. functional network
b. predatory network
c. hybrid network
d. value network
8. Strategy of marketing channel system in which company's sales force carry, promote and sell
products to end users is classified as
a. shallow strategy
b. push strategy
c. pull strategy
d. bundle strategy
9. Considering marketing channel system, strategies used by companies to manage intermediaries
are
a. push strategy
b. pull strategy
c. bundle strategy
d. both a and b
10. Guarantees of products by its manufacturers and offer payment terms are classified as
a. price policy
b. distribution policy
c. conditions of sale
d. territorial rights

II. FILL IN THE BLANKS:

1) Distribution Channel is the chain of businesses or intermediaries through which a good or service passes
until it reaches the end-consumer.
2) When the manufacturer directly sells to the end-consumer is known as Zero level channel
3) When the manufacturer has an intermediary retailer who sells to the end-consumer is known as One
level channel
4) When the manufacturer has a wholesaler and a retailer who sells to the end-consumer is known as Two
level channel
5) FMCG stands for Fast Moving Consumer Goods
6) Buying and selling of goods / services via electron channels is known as e-commerce.
7) Using digital technologies to help sell the goods or services is known as e-marketing.
8) Buying and selling of goods / services via wireless handheld is known as m-commerce.
9) The sale of goods / services to consumers for their personal, family or household use is known as retailing
10) Catalogue showrooms sell a broad selection of high-mark-up, fast-moving, brand-name goods at
discount.

SHORT QUESTIONS:
1. Levels of marketing channels
2. Online marketing
3. Marketing intermediaries
4. Retailing

UNIT V: MARKETING STRATEGY AND PLANNING

MULTIPLE CHOICE QUESTIONS:

1. According to marketing four Ps, credit terms can be classified as

a) Place
b) Product
c) Price
d) Promotion
2. From buyer's point of view, product is considered as
a) Customers cost
b) Customer solution
c) Convenient availability
d) Communication
3. Evaluation of profitability of each segment is called
a) Targeting
b) Market segmentation
c) Positioning
d) Differentiation
4. Procedure of arranging a product to occupy distinct place in target customers mind is called
a) Market segmentation
b) Targeting
c) Differentiation
d) Positioning
5. According to four Ps of marketing, inventory and logistics services are classified as
a) Place
b) Product
c) Price
d) Promotion
6. Business can be defined in dimensions of
a) customer groups
b) customer needs
c) technology
d) all of the above
7. Design strategy of business includes
a) marketing strategy
b) technology strategy
c) sourcing strategy
d) all of the above
8. First phase of value creation in sequence is
a) choosing the value
b) providing the value
c) communicating the value
d) making the superior product
9. Organizational division which makes decision on amount of available resources is part of
a) corporate level
 b) division level
c) business unit
d) decision level
10. Plausible representation of possible future based on assumptions is called
a) scenario analysis
b) market analysis
c) segmentation analysis
d) targeted factors

II. FILL IN THE BLANKS:

1. Marketing planning provides you guiding principles to steer all your promotion actions
2. SWOT Analysis stands for Strengths, Weaknesses, Opportunities and Threats
3. In the advertising component of the promotion , marketing strategy consists of advertising objectives
4. The product differentiation strategy involves distinguishing a company products from competitors
5. Exporting strategy means strategy being used to export products
6. Developing a marketing plan consists of market analysis, promotion and advertising
7. Marketing research is a tool needed to fix sales volume
8. Web-based promotional programs are known as Online marketing
9. A strategic vision is a roadmap showing the route a company intends to take to develop business
10. The mission statement of Bajaj Auto is “Value for money for years”

SHORT QUESTIONS:
1. Marketing Strategy
2. Business strategic planning
3. SWOT analysis
4. Marketing process
5. Marketing plan
.