1) All of the Following Are Accurate

1) All of the following are accurate descriptions of modern marketing today except which one A) Marketing is creation of value for customers B) Marketing is customer satisfaction at a profit C) Selling and advertising are synonymous with marketing D) Marketing involves building and managing profitable customer relationships E) None of the above statements is true

2) _____ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation A) Selling B) Advertising C) BarterD) Marketing E) None of the above is correct

3) _____ refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs A) Selling myopiaB) MarketingC) SellingD) Marketing myopia E) Share of customer

4) When backed by buying power wants become _____ A) Social needsB) DemandsC) Physical needsD) Self-esteem needsE) Exchanges

5) _____ are key building blocks for developing and managing customer relationships A) Consumer expectations and customer satisfaction B) Customer choices and product offersC) Product performance and customer value D) Customer value and customer satisfaction E) Strategic plans

6) All of the following phrases reflect the marketing concept except which one A) We donrsquot have a Marketing Department we have a Customer Department B) We make it happen for you C) We stay close to customers D) Putting profits ahead of customer needs is critical to the health of the firm E) Customers are important

7) An example of a(n) _____ is when a customer pays Circuit City $250 and receives a television set in return A) ExchangeB) TransactionC) MarketD) SegmentE) Scam

8) _____ is the set of actual and potential buyers of a product A) A marketB) An audienceC) A groupD) A segmentE) An exchange

9) Society and culture shape the basic form of human needs called _____ A) NeedsB) WantsC) DemandsD) ValueE) An exchange

10) Central to any definition of marketing is _____ A) Demand managementB) TransactionsC) Customer relationshipsD) Making a sale E) Making a profit

Fill in the blanks with appropriate answers (Marks 10)1 __________________ consists of direct communications with carefully targetedindividuals consumers to obtain an immediate response2 An important source of information is the sales report including __________ and________ reports3 Evaluating the ________________ is an important process in the sales forcemanagement4 Some companies place information and ordering machines called _______ in

stores airports and other location5 _________ are certificates that give buyer a saving when they purchase specifiedproducts6 ___________ marketing is selling through catalogs mailed to a selected list ofcustomers or made available in stores7 ___________________________________channels are media that carrymessages without personal contact or feed back8 The _______________ is a method that deals in selling the companyrsquos promotionbudget at a certain percentage of current or forecasted sales9 _____________ is a process by which the receiver assigns meaning to thesymbols encoded by the sender10 In ___________________ sales person learns as much as possible aboutprospective customer before making a sales call

2 It includes laws government agencies and pressure groups that influence and limit various organizations and individuals in a given societya) Natural environmentb) Political environmentc) Societal environmentd) Cultural environment

3 These are shadow of the boomers and lack obvious distinguishing characteristicsThey are a very cynical group because of all the difficulties that have surroundedand impacted their groupa) Baby boomerb) Generation-Xc) Generation-Yd) Echo boomers

4 The order or sequence of component of marketing effort isa) Control ndash implementation ndash market planningb) Market planning ndash control ndash implementationc) Implementation ndash control ndash market planningd) Marketing planning ndash implementation ndash control

5 Which one of the following is a part of customer marketsa) Government marketsb) Perfect competition marketsc) Fixed price marketsd) Stock markets

6 No single competitive strategy is best for all companiesa) We need to make separate strategies accordinglyb) We need to make separate businesses accordinglyc) We should go for downsizing

d) We should follow the over all trend of the market

7 Which one of the following is NOT a part of marketing processa) Analyzing marketing opportunitiesb) Selecting target marketc) Portfolio analysisd) Develop marketing mix

8 Situation analysis includes 3 Crsquos which area) Customer Company Computersb) Customer Company Competitorsc) Customer Convenience Companyd) Customer Company Consumers

9 Which one of the following option is opposite to the Niche marketinga) New Marketing explorationb) Focusing on specialized segmentc) Mass marketingd) Market intelligence

10 4 Crsquos of the marketing mix area) Customer cost convenience communicationb) Customer cost convenience comfortc) Convenience communication coverage costd) Cost coverage communication consultancy

Choose the best option and answer as mentioned in theInstructions

1 The goal of Total Quality Management isa) Customer satisfactionb) Product differentiationc) Brand equityd) Acting globally

2 The most common form of quality control includesa) Planningb) Organizingc) Inspectiond) Directing

3 Process selection is primarily considered duringa) Planningb) Organizingc) Leading

d) Controlling

4 The type of operation being carried out by an organization depends upona) Degree of standardizationb) Volume of outputc) Demandd) Both (a) and (b)

5 Repetitive processing results in output that isa) Highly standardizedb) Highly customizedc) Partially customizedd) None of the given options

6 Job shop and batch processing are differentiated on the basis ofa) Job requirementsb) Degree of standardizationc) Volume of outputd) Both (b) and (c)

7 Automation is preferred because ita) Offers lesser dependence on workersb) Results in reduction in variable costc) Offers easy handling of repetitive workd) All of the given options

8 Product layout is preferably used fora) Repetitive processingb) Intermittent processingc) Both (a) and (b)d) Neither (a) nor (b)

9 Process layout is used fora) Repetitive processingb) Intermittent processingc) Both (a) and (b)d) Neither (a) nor (b)

10 The most significant advantage of U-shaped layout isa) Cost minimizationb) Easy handling of processc) Increased flexibility in workd) All of the given options11 The goal of motion study is to achievea) Cost minimizationb) Maximum efficiency

c) Profitabilityd) All of the given options

12 Location decisions are viewed primarily as part ofa) Marketing strategyb) Growth factorsc) Financial aspectd) Both (a) and (b)

13 Regional factors for location planning include all of the following excepta) Raw materialsb) Marketsc) Labor considerationsd) Attitudes

14 Transportation method is a __________ approacha) Quantitativeb) Qualitativec) Scientificd) All of the given options

15 Fredrick Taylorrsquos concern for quality includesa) Product inspectionb) Gauging systemc) Statistical control chartd) Both (a) and (b)

16 Kaoru Ishikawa is famous fora) Statistical quality controlb) Fish bone diagramc) Loss function conceptd) All of the given options

17 Poor quality adversely affectsa) Costsb) Productivityc) Profitabilityd) All of the given options

18_________ is intended to assess a companyrsquos performance In terms ofenvironmental performancea) ISO 14000b) ISO 9000c) Six sigmad) All of the given options

19 The purpose of ISO 9000 is toa) Promote quality standards to improve efficiency and productivityb) Earn high profitc) Avoid unfavorable outcomesd) Gain high market share

20 A product performing consistently refers to which of the following dimensions ofqualitya) Safetyb) Conformancec) Durabilityd) Reliability

1 To bring buyers and sellers closer is the primary function of which of the followingoptionsa Import agentsb Export agentsc Brokersd Manufacturers sales offices

2 Which of the following is NOT a key activity in logisticsa Materials handlingb Inventory controlc Productiond Warehousing

3 A convenience product is probably be sold by using which of the followingdistributionsa Intensive distributionb Exclusive distributionc Selective distributiond Extensive distribution

4 A reduction from the list price given to channel members based on the job theyperform reflects which one of the following discountsa Seasonal discountb Quantity discountc Trade discountd Cash discount

5 Setting low prices to encourage initial product trial and to generate sales growthReflects which one of the following pricing methodsa Penetration pricingb Skimming pricing

c Competition-Based Pricingd Cost-Based Pricing

6 Which of the following are NOT examples of intermediariesa Clientsb Dealersc Agentsd Retailers

7 A marketer who wanted to include detailed explanations in advertisements would bemost likely to use which one of the following mediaa Radiob Televisionc Outdoor displaysd Magazines

8 Which of the following is the first step in creating effective advertising messagesmdashdeciding what general message will be communicated to consumersa Deciding advertising clutterb Message strategyc Rewarding consumersd Selecting the medium

9 Personal selling can be defined as which of the following communicationa People communicationb Direct communicationc Interpersonal communicationd Local communication10 An effective form of direct marketing today is using the 30-minute televisionadvertising programs for a single product refers to which of the following optionsa Direct-Mail Marketingb Home shopping TVc Infomercialsd Publicity

As a Customer Relationship Manager (CRM) of ABC Shoes what measures will you take to retain your customerProvide financial benefits (like buy two get one free key chains diaries and calendars)Provide foot care services by hiring qualified physicians Enhance the growth potential of each customer through ldquoshare of walletrdquo cross-selling and up-sellingAll of the given options

Firms marketing mix

Is composed of product price communication and distributionShould be tailored to the target marketIs a tool of delivering satisfactionAll of the given options

The basic role of promotion isCommunicationInterpretationManipulationInformation

Marketing has an important role to play inBusinessPoliticsReligionAll of the given options

_______are low share business units in high growth marketsStarsCash cowsQuestion MarksDogs

Which element of marketing mix tends to be most adaptedPriceProductPromotionPlacement

During_________ sales are zero and companyrsquos investment cost mountIntroductionMaturityProduct developmentDecline

Online marketing research consists of Computer interviewingInternet surveyFocus group interviewingTelephone interviewing

Basic objective of studying consumer behavior isWho buy the productWhen and where they buyWhy they buyAll of the given options

________means that what place does you want your product hold in the consumerrsquos mindPlacePromotionPositioningPersonal relationsSelect the most appropriate answer for each given option

1) Developing the companyrsquos goals and plans belong to

Major activity of strategic planning processMajor activity of operational planningMajor activity of tactical planningAll of the above

2) A personrsquos social class is determined by hisher

Income LevelOccupation and educationProduct usage personality and culturePsychographic characteristics

3) Marketing programs are most closely related to

Customer relationship managementMass marketing strategyThe four utilitiesThe marketing mix

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

A product reviewA market descriptionAnalysis of the competitionAll of the above

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

Market development

Product developmentMarket penetrationProduct penetration

6) _______ is an indispensable tool to analyze marketing opportunities

Selecting target marketMarketing researchIncrease in saleIncrease in customers

7) Which of the following represents the most important reason why firms monitor their demographic environment to explain historical trendsto predict political changeto predict the size of market segmentsto predict business cycles

8) Needs differ from wants because Wants are a socialized manifestation of underlying needsNeeds are a socialized manifest Needs are historical wants are about the autorotation of underlying wantsNeeds are historical wants are about the futureNeeds and wants are exactly the same

9) Which of the following is true about marketing planning at the bottom of a business cycleThis is the worst time to invest because the market is weakIf it is fairly certain that the bottom of the cycle has been reached this is the time to begin increasing investmentPlanning should continue on the basis of no change in the level of national economic activity

D There is greater certainty at this stage in the cycle10) Which of the following is NOT usually defined as an element of the marketing mix ProductPeoplePlaceProfitConsumer products include convenience product shopping product specialty product and unsought productMany companies use optional product pricing-offering to sell optional or accessory product along with their main product Cash discount is the price reduction to buyers who pay their bills promptlyA successful price increase can greatly increase profitUniform delivered pricing is the opposite of FOB-pricing

If the company has selected its target market carefully then its marketing mix strategy will be fairly straightforward_Seasonal discount_ is the price reduction to buyers who buy merchandise or services out of seasonsTwo basic ways to set list prices are the cost-oriented and _demand__ oriented approaches Penetration pricing policy tries to sell the whole market at one low price skimming 10 Many companies use current profit maximization as their priority goal

1 The most important types of retail stores are can be classified in terms of several characteristics includingThe breadth and depth of their product linesThe relative prices they chargeHow they are organizedAll of given options_____________ includes all activities involved in selling goods and services to those buying for resale or business useWhole sellingRetailingIntermediariesAll of the given optionsThe company identifies the major channel alternatives in terms of ___________The types of intermediariesThe number of intermediariesThe channel responsibilities of eachAll of the given optionsDistribution channel decisions involve _______commitments to other firmsLong-termShort-termSemi-annualAll of the given options

A set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user is known asMarketing channelDistribution channelProduction channelAll of the given options__________reduce the amount of work that must be done by both producers and consumersIntermediariesBrokersAgentsWhole sellersA __________ combines successive stages of production and distribution under single ownership

Corporate VMSContractual VMSAdministered VMSAll of the given optionsPricing is difficult because the various products have related demand and costs and face different degrees of competition There are ________ product mix pricing situations

FourFiveSixSeven

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

Psychological factorsSocial factorsFinancial factorsNone of the given options

Pricing decisions like other marketing mix decisions must be ___orientedBuyerSellerProducerDistributorTo select media the advertiser must decide what reach and frequency are needed to achieve advertising objectives

The direct presentation of a product to a prospective customer by a representative of the selling organization is termed as personal selling

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

Order getting is creative selling and is more time consuming

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

Advertising decision-making is a five step process

Media cost and impact must be re-examined regularly

Relationship marketing is based on the premise that important accounts need focused and on going attention

Surveys can provide information on how many consumers recall the promotion what they thought of it how many took advantage of it and how it affected their buying

Continuity means scheduling ads evenly within a given period

Public relation is often described as a marketing stepchild because of its limited and scattered useMost companies use salespeople to bring their companyrsquos offering to the consuming or business publicsPersonal selling is the interpersonal arm of the promotion mixSales force management is the analysis planning implementation and control of sales force activitiesSales meetings provide social occasions breaks from routine and chances to meet and talk with company managersDirect marketing consists of direct communications with carefully targeted individual consumers to obtain an immediate responseMass marketing is targeting broadly with standardized messages and marketing offers distributed through intermediaries A customer database is an organized collection of comprehensive data about individual customers or prospects including geographic demographic psychographics and behavioral dataOnline banners ads websites and e-mails can be used as personalized communication toolInternet was used first time in 19821 There are _______ universal functions performed in marketing4896

2 Which is not included in Porterrsquos Five Model of CompetitionThreats of new entrantsRivalry among competitorsThreats of substituteThreat of Rapid Globalization

3 Product in 4 Prsquos is equal to Customerrsquos costConvenienceCustomerrsquos solutionCommunication

4 Question Mark in BCG Matrix represents__________High-growth high-share business or productsLow-growth high-share business or productsLow-growth low-share business or productsHigh-growth low-share business or products

5 Marketing has an important role to play in

BusinessPoliticsReligionAll of the given options

6 Arrangement for a product to occupy a clear distinctive and desirable place relative to competing product in the minds of target consumer is 1) Market Segmentation2) Market Targeting3) Market positioning4) SWOT Analysis

7 BCG Matrix is also named as1) Market-Growth Matrix2) Growth-Share Matrix3) Share-Growth Matrix4) SBU Matrix

8 Diversification means moving into totally different lines of business perhaps entirely unfamiliar products markets or even levels in production marketing system1) True2) False

9 The idea of CRM is that it helps businesses use technology to gain inside into the behavior of supplier and the value of those suppliers1) True2) False

10 A human want is a state of felt deprivation1) True2) False

1 In _________ the consumer becomes regular user of the productAdoptionAwarenessInterestTrial

2 A manufacturer has ________ sponsorship options4563

3 Degree to which a market segment can conceptually distinguish and has the ability to respond differently to different marketing mix elements and programs isMeasurabilitySustainabilityDifferentiationAction Ability

4 Dividing market into different geographical units is calledDemographic SegmentationGeographic SegmentationBehavioral SegmentationMarket Development

5 At __________ level of marketing segmentation there is complete segmentationMass marketingSegment marketingNiche MarketingMicro Marketing

6 __________ has formal or informal power to select or approve the final suppliersDeciderGate KeeperInfluencerBuyer

7 In model of business buyer behavior marketing and other stimuli affect the _________ responseConsumerBuyerSupplierIntermediary

8 Business buying process tends to be more __________ than consumer buying processComplexFormalizedDependentAll of the above

9 ____________ is the key to make lasting connections with consumersCustomer SatisfactionCustomer ReturnsCustomer Wants and NeedsMarketing10 In the _____________ stage of business buying process the buyer compiles a small list of qualified suppliers through computer research in the light of recognizing business needs and developing product specification

Product SpecificationSupplier SearchProposal SolicitationSupplier Selection__________________ consists of direct communication with carefully targeted individuals consumers to obtain an immediate response (Direct marketing)An important source of information is the sales report including ___________ and ____________________ reports (Call expense)Evaluating the _______________________ is an important process in the sales force management (Sales people)Some companies place information and ordering machines called __________________ in stores airports and other location (Kiosk)_____________________ are certificates that give buyer a saving when they purchase specified products(Coupons)_____________________ Marketing is selling through catalogs mailed to a selected list of customers or made available in stores (Catalog)___________________________________Channels are media that carry messages without personal contact or feed back (Non personal communication)The __________________________ is a method that deals in selling the companyrsquos promotion budget at a certain percentage of current or forecasted sales (Percentage of sales method)___________________________ is a process by which the receiver assigns meaning to the symbols encoded by the sender (Decoding)In ___________________________ sales person learns as much as possible about prospective customer before making a sales call (Reproach)The stage in the product life cycle in which the marketing objective is to maximize profit whiledefending market share is the _______________ stage1 Introduction2 Growth3 Rejuvenation4 Maturity (moderate)5 DeclineQuestion No 2 Marks 1A common mistake in pricing is _______________1 Setting prices according to demand2 Revising prices too often3 Considering price and price competition as a key problem in marketing4 Ignoring costs when setting prices5 Setting prices independently of the rest of the marketing mix (difficult)Question No 3 Marks 1Which of the following is not a function of wholesalers1 Bulk-breaking2 Selling and promoting3 Transportation4 Transportation

5 Risk bearing6 Final customer segment selection (moderate)Question No 4 Marks 1Culture is the most fundamental determinant of a persons wants and behavior1 True2 FalseQuestion No 5 Marks 10List and briefly describe the steps involved in the personal selling process Which step doyou think is most difficult for the average salesperson Which step is the most critical tosuccessful selling Which step do you think is usually done most correctly Explain each ofyour choicesQuestion No 6 Marks 1Post-purchase satisfaction is a function of the consumers product expectations and theproducts perceived performance3 True4 FalseQuestion No 7 Marks 10a) List and describe each of the channel functions that have been traditionally assigned towholesalers How will wholesalers have to change in order to meet the threat ofincreasing competition from larger retailers From direct marketersb) Write short note on wheel of retailingQuestion No 8 Marks 10Select a familiar company and assume that you are an idea manager responsible forgenerating new-product ideas How would you structure your new-product developmentprocess What sources of new ideas would be most valuableQuestion No 9 Marks 1Characteristics of business markets include that there are more buyers and larger buyers5 True6 FalseQuestion No 10 Marks 1Target marketing requires marketers to take three major steps1) Identify and profile distinct groups2) Select one or more segments to enter and predict the consumer behavior of thesegments7 True8 FalseQuestion No 11 Marks 1A product is anything that can be offered to a market to satisfy a want or need9 True10 FalseQuestion No 12 Marks 1The first step in the buying process is the _______________1 Information search2 Evaluation of alternatives3 Purchase decision

4 Location of alternatives5 Recognition of the need or problem (moderate)Question No 13 Marks 1When compared to the consumer market the demand for goods and services in the business market is _______________1 Far more elastic2 Significantly more constant3 Derived (moderate)4 More likely to be affected by changes in price5 All of the mentionQuestion No 14 10Discuss the three general pricing approaches and select an example to illustrate the primary characteristics unique to each general approach

FALL SEMESTER 2007MARKETING MANAGEMENT (MKT501)ASSIGNMENT NO 2 (Quiz)

Total Marks 10

Highlight the correct option from given choicesCompanyrsquos or brandrsquos reliability competitive prices quality and reliability and an effective sales force are required to deal with _______________marketConsumerBusinessGlobalGovernmental

A small retailer lies under the _______________ environmentTaskBroadWeakCompetitive

Core Competencyprovides potential access to a wide variety of marketsincreases perceived customer benefitsboth of the given optionsnone of the given options

The JEO Filmsrsquo investment in film ldquoKhuda Ke Liyerdquo is an example ofProduct conceptProduction concept

Marketing conceptAll of the given options

The phrase ldquomarketing decisions must be carefully monitored as a wholerdquo is concerned with _______________ part of the broad environmentMonitoringFlexibilityResearch amp DevelopmentNone of the given optionsWhen the customer asks a specific product from the retailer it can be an impact of _______________Demand Pull StrategyCost Pull StrategyDemand Push StrategyProduct Line Strategy

Which one of the followings is not a part of the Marketing PlanExecutive summaryImplementationSalutationAppendix

A position in which a company is in a strong but not foremost position that is satisfied to live at this level and enjoys its market shares is called _______________Market leaderMarket followerMarket challengerMarket nicher

When a company upgrade its brand with more signs and appearance under the same price for capturing more target costumers is best under theCost leadership strategyDifferentiation strategyPromotional strategyScenario planning

Warranty and installations are the parts ofSpecialty GoodsCore productTangible ProductAugmented Product

FALL SEMESTER 2007 MARKETING MANAGEMENT (MKT501) ASSIGNMENT NO 05 (Quiz)

Due Date 08022008 Total Marks 10 Instructions 1048766To attempt the quiz students are supposed to submit their solution files (MS Word Documents) in the following shape form (sample)

Q No Selected Option 1 a 2 b 3 d

1048766Prepare your solution in ldquodocrdquo or ldquortfrdquo format (compatible with ldquooffice 2003rdquo) Assignments prepared in ldquooffice 2007 (docx)rdquo will be graded zero marks

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

5 Personal selling tries to achieve three general goals finding prospects convincing prospects to buy and __________ a Being aware of competitors sales activities b Depending on one-sale customers c Avoiding repeat sales d Keeping customers satisfied 6 It is important to actively listen the other party to a Select refine and craft an agreement b Explore their underlying needs

c Set your tone d All of the given options 7 Slow feedback high costs and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient a Advertising b Public relations c Sales management d Sales promotion 8 What source of information is usually effective for moving consumers to the evaluation stage of the product adoption process a Salespersons b Mass communication c Personal sources d Consumer advocates 9 A person group or organization that has a meaning it intends and attempts to share with a receiver or an audience is a a Medium of transmission b Source c Relay channel d Decoder 10 The limitations in using publicity-based public relations tools stem primarily from the fact that a Publicity is never properly managed by media personnel b Media personnel consider only unfavorable messages as newsworthy c It is time-consuming and costly to convince media personnel that the information is newsworthy d Media personnel control the content and the timing of the communication

FALL SEMESTER 2007 MARKETING MANAGEMENT (MKT501)

Q No Selected Option1 A2 C3 C4 B5 D6 B7 A8 C9 B10 D

ASSIGNMENT NO 06 (Quiz) Due Date 23022008 Total Marks 10 Instructions 1048766To attempt the quiz students are supposed to submit their solution files (MS Word Documents) in the following shape form (sample)

Q No Selected Option 1 a 2 b 3 d

1048766Prepare your solution in ldquodocrdquo or ldquortfrdquo format (compatible with ldquoOffice 2003rdquo) Assignments prepared in ldquoOffice 2007 (docx)rdquo will be graded zero marks

Questions 1 According to Maslow the religious affiliations are part of _____________ needs a Physiological b Belonging c Status d Being 2 Which product is MOST likely be purchased through routine decision making a Car b Shirt c Soft drink d Television set 3 The major factors used to divide markets into consumer markets or organizational markets are the a Buyer characteristics and size of purchases b Product prices and buyer characteristics c Buyer characteristics and the purposes for which they buy products d Buyer characteristics and product characteristics 4 The three major categories of influences that are believed to influence the consumer buying decision process are personal psychological and a Social b Demographic c Situational d Cultural

5 Shortly after purchasing a product the post-purchase evaluation may result in cognitive dissonance Cognitive dissonance is best defined as a The congruence between external and internal searches for product information b Satisfaction with the purchase c The establishment of criteria for comparing products d Doubts that occur because the buyer questions whether the decision to purchase the product was right 6 You would expect to find Hush Puppies Marks amp Spencer and Chen One in an area known as the __________ in a city a Central business district b Prime pitch c Retail zone d Central trading area 7 A customer approaches the stores manager and says that he has seen a blender on display he wishes to buy The manager asks him to fill out an order form and someone from customer service would be happy to bring him a blender The customer is shopping in a a Superstore b Catalogue showroom c Warehouse club d Discount store 8 Direct marketing and automatic vending are examples of a Off-premise retailing b Non-store retailing c Off-price retailing d Direct retailing 9 By using a wholesaler a company can have a distinct advantage because the specialized services performed by the wholesaler allow the firm to a Focus on developing and manufacturing products that match consumers needs and wants b Focus on increasing production capacity and efficiency c Reduce manufacturing costs to retailers and provide quality merchandise to consumers d All of the given options 10 Which type of wholesaler not only provides transportation and delivers products to retailers but also provides the service of placing products on retailersrsquo shelves a Truck wholesaler b Cash-and-carry wholesaler c Rack jobber d Drop shipper

Q No Selected Option1 B2 C3 C4 A5 D6 B7 B8 B9 A10 C

Assignment No2 (Quiz)) (Solutions

Semester Spring 2007Marketing Management (MKT 501)

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

a) Consumer marketb) Business marketc) Niche marketd) Global market

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

a) Customer experience managementb) Consumer life time valuec) Customer life time valued) Consumer experience management

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

a) Marketing oriented firmb) Customer oriented firmc) Consumer oriented firmd) All of above

4 _______________a form of marketing that puts particular emphasis on building a longer- term more intimate bond between an organization and its individual customers

a) Integrated marketingb) Relationship marketingc) Global marketingd) Consumer marketing

5 __________ is the part of the product in the form of additional consumer services and benefits built around the core product and actual product

a) Consumer product or serviceb) Tangible product or servicec) Augmented product or serviced) All of above

6 The ____________includes the immediate actors involved in producing distributing and promoting the offering

a) Task environmentb) Broad environmentc) Marketing environmentd) Customer environment

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

a) Consumer mixb) Product mixc) Customer mixd) Marketing mix

8 The ___________ concept holds that the organizationrsquos task is to determine the needs wants and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumerrsquos and the societyrsquos well-being

a) Integrated marketing b) Relationship marketingc) Societal marketingd) Global marketing

9 The production of different varieties of the same product or different products at the same level of processing within a single firm This may but need not take place in subsidiaries in different countries is known as __________

a) Innovation Strategiesb) Horizontal integrationc) Vertical integrationd) Market dominance strategies

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

a) Scenario Planningb) Market planningc) Customer planningd) Consumer planning

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

Assignment No 4 (Quiz)) (

Semester Spring 2007

Marketing Management (MKT 501)

1 In the ABSENCE of __________ pricing remains a flexible and convenient way to adjust the marketing mix

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

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

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

B) We believe that the marketing department must organize to sell what we produce

C) We try to produce only high quality technically efficient products D) We try to encourage company growth

3 The two components of a marketing strategy are _______A) Marketing objectives and promotion B) Marketing mix and marketing objectives C) Target market and marketing mix D) Target markets and promotions

4 The marketing concept is a philosophy that states that an organization should try to satisfy customers needs and at the same time ______

A) Increase market share B) Increase sales C) Achieve the organizationrsquos goals D) Always produce high

5 When a company adjusts price levels so that it can increase sales volume to levels that match the organizationrsquos expenses it is said to employ a _____pricing objective

A) Market share B) Cash flow C) Return on investment D) Survival

6 If Planters is concerned that acquiring a taste for its new product honey-roasted macadamia nuts takes time it should use __________ packaging A) Family B) Multiple C) Tamper-resistant D) Unlabeled

7 A carton of orange juice has no brand name on the package only the name of the product orange juice This is an example of A) A manufacturers brand B) An own label brand C) A no-frills brand D) A generic brand

8 One distinguishing factor between a brand name and a brand mark is that a brand name is _______

A) Creates customer loyalty B) Consists of words C) Identifies only one item in the product mix D) Implies an organizations name

9 A firm may decide that all packages are to be similar or include one major element of the design This approach to promote an overall company image is called ______

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

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

Assignment No 6

Semester Spring 2007

Marketing Management (MKT 501)

Marks 10Solution1 The basic role of promotion is _____

(A) Information(B) Manipulation(C) Communication(D) Interpretation

2 If the aim of the promotion to introduce a new consumer product is to achieve high awareness levels the firm will most likely make heavy use of _______ in the promotional mix

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

3 A consumer contest is an example of _____

(A) Personal selling(B) Sales promotion(C) Advertising(D) Indirect selling

4 A television advertisement showing the safety features of the Volvo 240 DL would be best classified as which of the following

(A) Product advertising B) Pioneer advertising C) Defensive advertising D) Societal marketing

5 Brands that are promoted through comparative advertising are MOST likely to be _____

(A) Market leaders(B) Brands that are attempting to compete with market leaders(C) Primarily services rather than tangible goods(D) Attempting to compete on a non-price basis

6 Advertising appropriations are largest for which type of product

(A) Industrial products (B) Convenience goods (C) High-priced products (D) Specialty goods

7 If Wrigley sets its pricing objective as attaining 38 percent of the chewing gum market what else would be needed to make this a true pricing objective

(A) A statement of demand elasticity

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

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

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

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

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

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

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

Assignment No 7 (Quiz)

Semester Spring 2007

Marketing Management (MKT 501)Solution

Solution1 Personal selling tries to achieve three general goals finding prospects convincing

prospects to buy and ___________

(A) Monitoring new products being developed(B) Being aware of competitors sales activities(C) Avoiding repeat sales (D) Keeping customers satisfied

2 Mr Kafeel a sales person from Xerox develops a list of potential customers and evaluates them on the basis of their ability willingness and authority to

purchase copy machines This process is called __________

(A) Customer search(B) Sales preparation(C) Approaching the customer(D) Prospecting

3 Imran tells his wife Saima that his last sales call of the day at McDonald was a disaster He explains that he never really figured out what the purchasing agent was looking for Saima a sales trainer for another firm hands Imran a book on __________

(A) Improving listening skills(B) Overcoming objections(C) Product demonstrations(D) Closing the sales encounter

4 Musharaf a trained engineer is a salesperson for a chemical manufacturer He provides current customers with advice about a products characteristics and applications He is a _______

(A) Missionary salesperson(B) Trade salesperson(C) Inside order taker(D) Technical salesperson

5 A sales representative for Coca-Cola travels to various shops and restaurants to determine how much bottles the customer needs for the coming period The sales representative would be classified as which one of the following types of sales

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

6 A ___________ audit is used to assess a companys image among the organizationrsquos publics or to evaluate the effect of a specific program

(A) Communications (B) Social (C) Environmental (D) Public Relations (E) Publicity

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

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

8 A marketer uses pioneer advertising to __________

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

9 Which of the following is the most important consideration when choosing an event to sponsor

(A) Consistency in the association between the event and the companys product

(B) The length of the event (C) When the event occurs (D) The specific name of the event

10 __________ is a broad set of communication activities used to create and maintain favorable relations between the organization and its publics

(A) Advertising (B) A press strategy (C) Public relations (D) Publicity

1) The _________ is the central instrument for directing and coordinating the marketing efforta Marketing planb Strategic marketing planc Tactical marketing pland Mission statement

2) _____ refers to how well the product or service is brought to the customera Service differentiationb Designc Deliveryd Performance quality

3) Some products that require the use of other products are called _____ productsa Coordinatedb Complementaryc Requiredd Captive

4) An SBU refers to _________a Strategic bidirectional unitb Strategic business unitc Statistical business unitd Strategic bipartisan union

5) SWOT analysis refers to an analysis of a companys _________a Strategic units workers opportunities technologyb Strengths weaknesses opportunities threatsc Strengths weaknesses opportunities technologyd Systems weaknesses operations threats

6) The holistic marketing framework is designed to address which three key management questionsa Segmentation targeting positioningb Value exploration value creation value deliveryc Customer cost competitiond Participation stability freedom

7) _____ refers to how well the product or service is brought to the customera Service differentiationb Designc Deliveryd Performance quality

8) Some products that require the use of other products are called _____ productsa Coordinatedb Complementaryc Requiredd Captive

9) The _____ identifies the product or branda Containerb Labelc Advertisementd Warranty

10) A(n) _____ product exceeds customer expectationsa Strategicb Superiorc Augmentedd Anticipated

_________ comprises of the whole group of benefits the company promises to deliverA) Marketing promiseB) Creative offeringC) Value propositionD) Competitive advantage

The 20-80 rules tell marketers about_______________A) The top 80 percent of customers generate 20 percent of the companys profits B) The top 20 percent of customers generate 80 percent of the companys profitsC) The bottom 20 percent of customers generate 80 percent of the companys profitsD) 20-80 percent of profits are generated by 20-80 percent of the customers

Process to carefully manage detailed information about individual customers and all touch points to enhance customer loyalty is ___________A) Customer relationship management B) Data miningC) ProspectingD) Customer Information management Customer churn is called __________A) Customer loyalty B) Customer defectionC) Customer relationshipD) Customer mix

An organized collection of comprehensive information about individual customers or prospects is called ________________A) Customer databaseB) Marketing databaseC) Business database D) Data mine

One problem that can hinder a firm from using CRM effectively is _________A) The assumptions behind CRM may not always be trueB) Building customer databases can be expensiveC) Getting everyone in the company to be customer orientedD) All of the above

An organization that aims to highlight high quality will offer customers more than __________ enforced by the courtsA) Performance levelsB) Quality levelsC) Implied warrantiesD) Prices

The inability of the selling company to match up its offering to the needs of customer causes the primary reason for new product _____________A) DiversificationB) FailureC) SuccessD) Development

Products that are inventions are known as ______________A) New category entryB) An addition to product lineC) New-to-the-world productsD) A product improvement

A growth direction through the increase in market share for present product markets denotes which of the followingA) Market penetrationB) Marketing mixC) Market developmentD) Product development

1) Which of the following is a part of the media that is specially designed to reach a very large or the whole population of a countrya) Mass mediab) Print mediac) Electronic mediad) Internet

2) Which of the following is NOT the purpose of mass mediaa) Advocacyb) Journalismc) Broadcastingd) Entertainment

3) Which type of media has an advantage of ldquomass coveragerdquo for promotionsa) Newspaperb) Radioc) Televisiond) Outdoor advertising

4) Which of the following is NOT used for commercial advertisinga) Wall paintingsb) Billboards

c) Bus stop benchesd) Word of mouth

5) For what purpose advertising slogans are useda) Drawing attentionb) Marketing communicationc) Sales promotiond) Publicity

6) In which type of commercial information is conveyed through televisiona) Broadcastingb) Informationc) Telecastingd) Billboard

7) Which of the following is a NOT type of salesa) Direct salesb) Aggressive salesc) Consultative salesd) Complex sales

8) Who is much more knowledgeable about their product or service than the prospecta) Sales personb) Managerc) Customerd) Whole seller

9) Which of the following is NOT the tactics of negotiationa) Presenting demandsb) Setting pre-conditionsc) Declining to speak firstd) Presenting product

10) What is the other term used for negotiationa) Loss-winb) Win-winc) Win-lossd) Loss-loss

11) How marketing manager can develop strategies for each product using information from sales force management systema) Using communication mix variablesb) Using marketing mix variablesc) Using product mix variablesd) Using promotion mix variables

12) How an increased productivity create competitive advantagea) It reduces costb) It increases retailers

c) It increases competitorsd) It reduces growth

13) What is an outcome of communication and co-operation between sales personnela) More productivityb) Successful sellingc) More market growthd) Successful team selling

14) Identify the type of promotion in which companies use celebrities for promotiona) Personal sellingb) Sales promotionc) Publicityd) Public relation

15) Companies are using public relation to support the salesa) In short run onlyb) In long run onlyc) In short and long rund) None of the given options

16) Which of the following is the combination of institutions through which a seller markets products to the usera) Retailerb) Distribution channel c) Wholesalerd) Logistics organization

17) Which of the following is readymade business transferred from one place to othera) Whole sellingb) Retailingc) Franchisingd) Direct selling

18) What will be the length of distribution channel for perishable goodsa) Shortb) Longc) Mediumd) None of the given options

19) What is the intention of vertical marketing for retailers and wholesalersa) Reduce costb) Reduce channelsc) Reduce controld) Increase control

20)A vertical marketing system in which independent firms at different levels of production and distribution join together through contracts to obtain more economies or sales impact than they could achieve alone is referred asa) Corporate VMSb) Conventional VMSc) Administered VMSd) Contractual VMS