Click here to load reader
Upload
phamkhue
View
252
Download
0
Embed Size (px)
Citation preview
Mega Quiz File (MKT501)
by
Shahzad Sadiq ([email protected])
Special Thanks
to
Attock VU Group VU Study Masti
&
www.vuzs.net
(*Please correct, if your find any mistake*)
Which of the following aggressive strategy is without direction?
Reactor
Analyzer
Defender
Prospector
F&M Company is a manufacturer of bread. After analysis we concluded that its
business has low market share and low growth. Which of the following option best
reflects this condition?
Question marks
Cash cows
Dogs Stars
Which of the following is the task of selecting an overall company strategy for long-
run survival and growth?
Mid-term planning
Short-term planning
Annual market planning
Strategic market planning
Philo Taylor Farnsworth debuts the first electronic television system in:
1927 1900
1950
1850
Which of the following involves designing and manufacturing the container or
wrapper for a product?
Labeling
Packaging Branding
Product line
Cinematograph invented by Auguste and Louis Lumiere in
1890 1860
1895
1899
Cash cows are SBU's that typically generate:
Paper losses in the long run
Large awareness levels but few sales
A lot of competition
Large amounts of cash
Identify the sales promotion technique in which price of a product is temporally
reduces to increase sales.
Contests
Coupons
Loss leader Free samples
Which of the following is a type of price discrimination in which price varies
according to quantity sold?
First degree discrimination
Second degree discrimination Third degree discrimination
Fourth degree discrimination
Which of the following is a controllable factor for marketers?
Competition
Technology
Corporate culture
Economy
Relationship marketing is also known as:
Brand marketing
Value marketing
Loyalty marketing Experiential marketing
The loyalty marketing focuses on establishing long term relationship between:
Company and retailer
Retailer and customer
Retailer and consumer
Company and customer
Which of the following is NOT an objective of discounts?
Reward valuable customers
Reward competitors Move out-of-date stock
Increase short-term sales
Market price is also known as:
Effective price List price
Retail price
Wholesaler price
Which of the following best describes 3/10 net 40 ROG?
The buyer must pay within 10 days of receipt of goods but will receive 3% discount if
paid in 10 days
The buyer must pay within 3 days of receipt of goods but will receive 10% discount if
paid in 40 days
The buyer must pay within 10 days of receipt of goods but will receive 3% discount if
paid in 40 days
The buyer must pay within 40 days of receipt of goods but will receive 3% discount
if paid in 10 days
Which of the following is also known as accumulation discounts?
Trade discount
Non-cumulative quantity discount
Cumulative quantity discount Quantity discount
A company is providing warehousing facility to its channel members. The company
is using which of the following?
Seasonal discount
Trade discount Quantity discount
Cash discount
Which of the following firms emphasizes on product‘s benefits to the customers
rather product attributes?
Product oriented
Market oriented Sales oriented
Production oriented
Which of the following is NOT a technique of measuring customer satisfaction and
monitoring customer‘s complaint?
Customer complaints database
Web and telephone information hotlines
Exit interviews
Business analysis
The phenomenon, when a customer dislikes a product and talks against the product,
is termed as:
Propaganda
Unfavorable environment
Bad mouth Bad impression
Products that are usually purchased due to adversity and high promotional back up
rather than desire are called:
Sought goods
Unique goods
Unsought goods
Preferred goods
A customer requirement about any product in which he/ she needs to avail core
features in that product, is called:
Real need
Stated need Unstated need
Delighted need
Which of the following is NOT an aggressiveness strategy?
Harvesting
Building
Intensification
Holding
Which of the following is NOT a type of innovation strategy?
Pioneers
Challengers
Close followers
Late followers
Customer‘s viewpoint on a firm‘s products and services can be improved through:
experiential world of customers
Experiential innovation Customer interface
Building experiential platform
Which of the following is not a component of a marketing plan?
Marketing advantages Environmental analysis
Executive summary
Marketing implementation
The _____ is the central instrument for directing and coordinating the marketing
effort.
Business plan
Production plan
Market plan Selling plan
Which of the following is NOT an example of variable cost?
Rent of factory Raw material
Power
Transport
Warehousing facility to channel members is an example of:
Seasonal discount
Trade discount
Quantity discount
Cash discount
Which of the following are the people who purchase new products almost as soon as
the products reach the market?
Innovators Late majority
Early majority
Late adopters
Which of the following is NOT one of the stages that customers go through in the
process of adopting a new product?
Desire Awareness
Evaluation
Interest
Which product is MOST likely to be purchased through routine decision making?
Television set
Soft drink
Shirt
Car
Which of the following part of a marketing plan defines the plan‘s financial and
marketing goals in terms of sales volume, market share and profit?
Marketing strategy Action programs
Issue analysis
Objectives
Which of the following has a quick response towards a new product?
Opinion leaders
Late majority
Early majority
Early adopters
Which of the following is about managing strategically the customer‘s entire
experience with the product and company?
Customer experience management Customer retention management
Customer life-time value management
Customer relationship management
Identify the other name for global market.
Consumer market
Import market
Export market
Government market
A seller wants payment from buyer within 10 days of sales (whereas customer can
made payment within 30 days) and offers 4% discount if payment is made within 10
days. What type of cash discount will be suitable?
4/10 net 30
10/4 net 30
10/30 net 4
4/30 net 10
Which of the following price is quoted to a potential buyer, usually in written form?
Wholesale price
Market price
List price Retail price
Which of the following is the first step in writing a marketing plan?
Situation analysis
Opportunity and threat analysis
Executive summary
Market analysis
Process engineering skills are required for the successful implementation of which
of the following strategy?
Market segmentation strategy
Market dominance strategy
Differentiation strategy
Cost leadership strategy
Any tangible thing that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need is called:
Service
Product
Demand
Idea
Luxury products, such as Rolex watches, are also known as:
Shopping product
Convenience product
Emergency product
Specialty product
Which of the following is NOT a decision required in commercialization?
Why to launch the product?
How to launch the product?
Where to launch the product?
When to launch the product?
Which of the following is the spread of idea from the source of invention to the
ultimate user or consumers?
Innovation adoption process
Innovation diffusion process Adoption process
New product recognition
Personal selling tries to achieve three general goals: finding prospects, convincing
prospects to buy, and ___________.
Monitoring new products being developed
Being aware of competitors' sales activities
Avoiding repeat sales.
Keeping customers satisfied
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 __________.
Customer search
Sales preparation
Approaching the customer
Prospecting
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
__________.
Improving listening skills
Overcoming objections
Product demonstrations
Closing the sales encounter
Musharaf, a trained engineer, is a salesperson for a chemical manufacturer. He
provides current customers with advice about a product's characteristics and
applications. He is a
Missionary salesperson
Trade salesperson
Inside order taker
Technical salesperson
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
Order getter
Inside order taker
Field order taker Trade salesperson
A ___________ audit is used to assess a company's image among the organization‘s
publics or to evaluate the effect of a specific program.
Communications
Social
Environmental
Public Relations
In many instances the MOST appropriate way to cope with a negative event that
may lead to negative publicity is to __________.
Discourage news coverage of the event
Deny that the event occurred
Facilitate news coverage Hire a public relations firm
A marketer uses pioneer advertising to __________.
Promote established brands
Compare brand names
Promote a product in the introductory stage of the life cycle Introduce a competitive version of the product
Which of the following is the most important consideration when choosing an event
to sponsor?
Consistency in the association between the event and the company's product The length of the event
When the event occurs
The specific name of the event
__________ is a broad set of communication activities used to create and maintain
favorable relations between the organization and its publics.
Advertising
A press strategy
Public relations
Publicity
The basic role of promotion is _____.
Information
Manipulation
Communication Interpretation
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.
Advertising Sales promotion
Personal selling
Publicity
A consumer contest is an example of _____.
Personal selling
Sales promotion Advertising
Indirect selling
A television advertisement showing the safety features of the Volvo 240 DL would be
best classified as which of the following?
Product advertising Pioneer advertising
Defensive advertising
Societal marketing
Brands that are promoted through comparative advertising are MOST likely to be
_____.
Market leaders
Brands that are attempting to compete with market leaders Primarily services rather than tangible goods
Attempting to compete on a non-price basis
Advertising appropriations are largest for which type of product?
Industrial products
Convenience goods
High-priced products
Specialty goods
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 statement of demand elasticity
An identification of cost structure
A breakeven analysis
Identification of a time period for accomplishment
If a product has an inelastic demand and the manufacturer raises its price, _____
Total revenue will increase
Quantity demanded will increase
The demand schedule will shift
The demand will become more inelastic
When marginal cost is equal to marginal revenue, the firm should _____.
Produce more to increase profits
Produce less to decrease total costs
Stop producing additional units to maximize profits Provide discounts to encourage purchases
Which one of the following pricing policies may result in losing money on the
product?
Price leader Psychological discounting
Penetration pricing
Special-event pricing
In the ABSENCE of __________, pricing remains a flexible and convenient way
to adjust the marketing mix.
Experience-curve effects
Strong price competition
Weak price competition
Government price control
Which one of the following statements by a company chairman best reflects the
marketing concept?
We have organized our business to make certain that we satisfy customer needs.
We believe that the marketing department must organize to sell what we produce.
We try to produce only high quality, technically efficient products.
We try to encourage company growth.
The two components of a marketing strategy are _______.
Marketing objectives and promotion
Marketing mix and marketing objectives
Target market and marketing mix Target markets and promotions
The marketing concept is a philosophy that states that an organization should try
to satisfy customers' needs and at the same time ______.
Increase market share.
Increase sales.
Achieve the organization‘s goals. Always produce high
When a company adjusts price levels so that it can increase sales volume to
levels that match the organization‘s expenses, it is said to employ a _____pricing
objective.
Market share
Cash flow
Return on investment
Survival
If Planters is concerned that acquiring a taste for its new product, honey-roasted
macadamia nuts, takes time, it should use __________ packaging.
Family
Multiple
Tamper-resistant
Unlabeled
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 manufacturer's brand.
An own label brand
A no-frills brand
A generic brand.
One distinguishing factor between a brand name and a brand mark is that a brand
name is _______
Creates customer loyalty.
Consists of words.
Identifies only one item in the product mix.
Implies an organization's name.
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 ______
Family extension.
Family packaging. Overall packaging.
Package extension.
The _____ stage of the product life cycle generates most sales revenue for the
firm.
Introduction
Growth
Maturity Decline
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 _______.
Consumer market
Business market
Niche market
Global market
The relationship is built with a customer over a long period of time and for a long
time is called ____
Customer experience management
Consumer life time value
Customer life time value Consumer experience management
The firm that allow the wants and needs of customers and potential customers to
drive all the firm‘s strategic decision is known as _________
Marketing oriented firm Customer oriented firm
Consumer oriented firm
All of above
_______________a form of marketing that puts particular emphasis on building a
longer- term, more intimate bond between an organization and its individual
customers.
Integrated marketing
Relationship marketing
Global marketing
Consumer marketing
__________ is the part of the product in the form of additional consumer services
and benefits built around the core product and actual product
Consumer product or service
Tangible product or service
Augmented product or service All of above
The ____________includes the immediate actors involved in producing,
distributing, and promoting the offering.
Task environment Broad environment
Marketing environment
Customer environment
____________ is the set of marketing tools that the firm uses to pursue its marketing
objectives in the target market.
Consumer mix
Product mix
Customer mix
Marketing mix
The ___________ concept holds that the organization‘s 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 consumer‘s and the society‘s well-being.
Integrated marketing
Relationship marketing
Societal marketing Global marketing
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 __________
Innovation Strategies
Horizontal integration Vertical integration
Market dominance strategies
__________ is a strategic planning method that some organization uses to make
flexible long-term plans.
Scenario Planning Market planning
Customer planning
Consumer planning
Which of the following is a controllable factor for marketers?
Competition
Technology
Corporate culture
Economy
Relationship marketing is also known as:
Brand marketing
Value marketing
Loyalty marketing
Experiential marketing
The loyalty marketing focuses on establishing long term relationship between:
Company and retailer
Retailer and customer
Retailer and consumer
Company and customer
Which of the following is NOT an objective of discounts?
Reward valuable customers
Reward competitors
Move out-of-date stock
Increase short-term sales
Market price is also known as:
Effective price
List price
Retail price
Wholesaler price
Which of the following best describes 3/10 net 40 ROG?
The buyer must pay within 10 days of receipt of goods but will receive 3% discount if
paid in 10 days
The buyer must pay within 3 days of receipt of goods but will receive 10% discount if
paid in 40 days
The buyer must pay within 10 days of receipt of goods but will receive 3% discount if
paid in 40 days
The buyer must pay within 40 days of receipt of goods but will receive 3% discount
if paid in 10 days
Which of the following is also known as accumulation discounts?
Trade discount
Non-cumulative quantity discount
Cumulative quantity discount
Quantity discount
A company is providing warehousing facility to its channel members. The company
is using which of the following?
Seasonal discount
Trade discount
Quantity discount
Cash discount
.
Which of the following firms emphasizes on product‘s benefits to the customers
rather product attributes?
Product oriented
Market oriented
Sales oriented
Production oriented.
Which of the following is NOT a technique of measuring customer satisfaction and
monitoring customer‘s complaint?
Customer complaints database
Web and telephone information hotlines
Exit interviews
Business analysis
The phenomenon, when a customer dislikes a product and talks against the product,
is termed as:
Propaganda
Unfavorable environment
Bad mouth
Bad impression
Products that are usually purchased due to adversity and high promotional back up
rather than desire are called:
Sought goods
Unique goods
Unsought goods
Preferred goods
A customer requirement about any product in which he/ she needs to avail core
features in that product, is called:
Real need
Stated need
Unstated need
Delighted need
Which of the following is NOT an aggressiveness strategy?
Harvesting
Building
Intensification
Holding
Which of the following is NOT a type of innovation strategy?
Pioneers
Challengers
Close followers
Late followers
Customer‘s viewpoint on a firm‘s products and services can be improved through:
experiential world of customers
Experiential innovation
Customer interface
Building experiential platform
Which of the following is not a component of a marketing plan?
Marketing advantages
Environmental analysis
Executive summary
Marketing implementation
The _____ is the central instrument for directing and coordinating the marketing
effort.
Business plan
Production plan
Market plan
Selling plan
Which of the following is NOT an example of variable cost?
Rent of factory
Raw material
Power
Transport
Warehousing facility to channel members is an example of:
Seasonal discount
Trade discount
Quantity discount
Cash discount
Which of the following are the people who purchase new products almost as soon as
the products reach the market?
Innovators Late majority
Early majority
Late adopters
Which of the following is NOT one of the stages that customers go through in the
process of adopting a new product?
Desire
Awareness
Evaluation
Interest
Which product is MOST likely to be purchased through routine decision making?
Television set
Soft drink
Shirt
Car
Which of the following part of a marketing plan defines the plan‘s financial and
marketing goals in terms of sales volume, market share and profit?
Marketing strategy
Action programs
Issue analysis
Objectives
Which of the following has a quick response towards a new product?
Opinion leaders
Late majority
Early majority
Early adopters
Which of the following is about managing strategically the customer‘s entire
experience with the product and company?
Customer experience management
Customer retention management
Customer life-time value management
Customer relationship management
Identify the other name for global market.
Consumer market
Import market
Export market
Government market
A seller wants payment from buyer within 10 days of sales (whereas customer can
made payment within 30 days) and offers 4% discount if payment is made within 10
days. What type of cash discount will be suitable?
4/10 net 30
10/4 net 30
10/30 net 4
4/30 net 10
Which of the following price is quoted to a potential buyer, usually in written form?
Wholesale price
Market price
List price
Retail price
Which of the following is the first step in writing a marketing plan?
Situation analysis
Opportunity and threat analysis
Executive summary
Process engineering skills are required for the successful implementation of which
of the following strategy?
Market segmentation strategy
Market dominance strategy
Differentiation strategy
Cost leadership strategy
Any tangible thing that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need is called:
Service
Product
Demand
Idea
Luxury products, such as Rolex watches, are also known as:
Shopping product
Convenience product
Emergency product
Specialty product
Which of the following is NOT a decision required in commercialization?
Why to launch the product?
How to launch the product?
Where to launch the product?
When to launch the product?
Which of the following is the spread of idea from the source of invention to the
ultimate user or consumers?
Innovation adoption process
Innovation diffusion process
Adoption process
New product recognition
Company‘s or brand‘s reliability, competitive prices, quality and reliability, and an
effective sales force are required to deal with _______________market.
Consumer
Business Global
Governmental
A small retailer lies under the _______________ environment.
Task Broad
Weak
Competitive
Core Competency:
provides potential access to a wide variety of markets
increases perceived customer benefits
both of the given options none of the given options
The JEO Films‘ investment in film ―Khuda Ke Liye‖ is an example of:
Product concept
Production concept
Marketing concept All of the given options
The phrase ―marketing decisions must be carefully monitored as a whole‖ is
concerned with _______________ part of the broad environment.
Monitoring
Flexibility
Research & Development
None of the given options
When the customer asks a specific product from the retailer, it can be an impact of
_______________.
Demand Pull Strategy
Cost Pull Strategy
Demand Push Strategy
Product Line Strategy
Which one of the followings is not a part of the Marketing Plan?
Executive summary
Implementation
Salutation
Appendix
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 leader
Market follower Market challenger
Market nicher
When a company upgrade its brand with more signs and appearance under the
same price for capturing more target costumers, is best under the:
Cost leadership strategy
Differentiation strategy
Promotional strategy
Scenario planning
Warranty and installations are the parts of:
Specialty Goods
Core product
Tangible Product
Augmented Product
A fundamental part of the distribution function is to get the product:
To the right place at the right time Launched into new markets
To intermediaries
To market to avoid channel conflict
Which of the following is most likely to stimulate customer loyalty?
Coupons
Sweepstakes
Frequent-user incentives Samples
In many instances the most appropriate way to cope with a negative event that may
lead to negative public relations is to:
Discourage news coverage of the event
Deny that the event occurred
Facilitate news coverage Hire a public relations firm
Relationships among channel members, i.e. producers, wholesalers and retailers, are
usually:
Short-term commitments
Long-term commitments Expensive resource commitments
Only minor commitments
Personal selling tries to achieve three general goals: finding prospects, convincing
prospects to buy and __________.
Being aware of competitors' sales activities
Depending on one-sale customers
Avoiding repeat sales
Keeping customers satisfied
It is important to actively listen the other party to:
Select, refine and craft an agreement
Explore their underlying needs Set your tone
All of the given options
Slow feedback, high costs, and difficulty in measuring effects on sales are
disadvantages of which promotion mix ingredient?
Advertising Public relations
Sales management
Sales promotion
What source of information is usually effective for moving consumers to the
evaluation stage of the product adoption process?
Salespersons
Mass communication
Personal sources Consumer advocates
A person, group, or organization that has a meaning it intends and attempts to
share with a receiver or an audience is a:
Medium of transmission
Source Relay channel
Decoder
The limitations in using publicity-based public relations tools stem primarily from
the fact that:
Publicity is never properly managed by media personnel.
Media personnel consider only unfavorable messages as newsworthy.
It is time-consuming and costly to convince media personnel that the information is
newsworthy.
Media personnel control the content and the timing of the communication.
The _________ is the central instrument for directing and coordinating the
marketing effort
Marketing plan Strategic marketing plan
Tactical marketing plan
Mission statement
_____ refers to how well the product or service is brought to the customer.
Service differentiation
Design
Delivery Performance quality
Some products that require the use of other products are called _____ products.
Coordinated
Complementary
Required
Captive
An SBU refers to _________.
Strategic bidirectional unit
Strategic business unit Statistical business unit
Strategic bipartisan union
SWOT analysis refers to an analysis of a company's _________.
Strategic units; workers; opportunities; technology
Strengths; weaknesses; opportunities; threats Strengths; weaknesses; opportunities; technology
Systems; weaknesses; operations; threats
The holistic marketing framework is designed to address which three key
management questions?
Segmentation; targeting; positioning
Value exploration; value creation; value delivery Customer; cost; competition
Participation; stability; freedom
_____ refers to how well the product or service is brought to the customer.
Service differentiation
Design
Delivery Performance quality
Some products that require the use of other products are called _____ products.
Coordinated
Complementary
Required
Captive
The _____ identifies the product or brand.
Container
Label Advertisement
Warranty
A(n) _____ product exceeds customer expectations.
Strategic
Superior
Augmented Anticipated
_________ comprises of the whole group of benefits the company promises to
deliver.
Marketing promise
Creative offering
Value proposition Competitive advantage
The 20-80 rule tells marketers about_______________.
The top 80 percent of customers generate 20 percent of the company's profits
The top 20 percent of customers generate 80 percent of the company's profits
The bottom 20 percent of customers generate 80 percent of the company's profits
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 ___________.
Customer relationship management Data mining
Prospecting
Customer Information management
Customer churn is called __________.
Customer loyalty
Customer defection
Customer relationship
Customer mix
An organized collection of comprehensive information about individual customers
or prospects is called ________________.
Customer database Marketing database
Business database
Data mine
One problem that can hinder a firm from using CRM effectively is _________.
The assumptions behind CRM may not always be true
Building customer databases can be expensive
Getting everyone in the company to be customer oriented
All of the above
An organization that aims to highlight high quality will offer customers more than
__________ enforced by the courts.
Performance levels
Quality levels
Implied warranties Prices
The inability of the selling company to match up its offering to the needs of
customer causes the primary reason for new product _____________.
Diversification
Failure Success
Development
Products that are inventions are known as ______________.
New category entry
An addition to product line
New-to-the-world products A product improvement
A growth direction through the increase in market share for present product
markets denotes which of the following?
Market penetration
Marketing mix
Market development
Product development
Which of the following is an advantage of sales promotion?
Increase sales in long run
Decreases consumer traffic
Create awareness about product
Increase sales in short term
A company manufactures bags. The company incurred costs i.e. Rs.500, 000 for rent
of the factory, Rs.20000 for transportation cost, Rs. 100, 000 for electricity bill and
Rs. 600, 000 for raw material consumed. The variable cost for the company is:
500000
600000
700000
720000
When a firm attempts to increase sales during the maturity stage of the PLC by
changing one or more marketing mix elements, it is _____.
Improving advertising
Changing promotion
Modifying the marketing mix
Increasing promotion budget
Which of the following consists of short-term incentives to encourage the purchase
or sale of a product or service?
Publicity
Sales promotion
Advertising
Direct marketing
All of the following are the examples of controllable factors EXCEPT:
Line of business
Corporate culture
Overall objectives of organizations
Competition in the market
Which of the following represent the companies which prefer to follow rather than
challenge?
Market challenger
Market follower
Market nicher
Market leader
In term of marketing mix, a television show like Tariq Aziz show is an example of:
Product
Price
Place
Promotion
Which of the following includes displays, discounts, coupons, and demonstrations?
Public relations
Advertising
Direct marketing
Sales promotion
Identify which of the following is an aggressive strategy.
Intensification
Diversification
Harvesting
Vertical integration
During which stage of new product development does the firm consider
profitability?
Idea generation
Business analysis
Market testing
Product development
The growth stage of a product life cycle is associated with:
Rapidly rising sales
Low sales
Declining sales
Low profit
Which of the following element of marketing mix customer analyzes at the last,
taking a decision of buying a particular product?
Promotion
Place
Price
Product
Which of the following is the first step in the new product development process?
Idea generation
Idea development
Idea screening
Idea testing
Identify the revenue which is added by the sales of an additional item.
Basic revenue
Marginal revenue
Average revenue
Total revenue
Which of the following is also called an Export market?
Consumer market
Business market
Global market
Government market
In which of the following company specifically creates a brand to counter a
competitive threat?
Fighting brand
Co-brand
Family brand
Individual brand
The decisions regarding bundling of a product are related to:
Select correct option:
Product
Price
Distribution
Promotion
Which of the following is the task of selecting an overall company strategy for long-
run survival and growth?
Mid-term planning
Short-term planning
Annual market planning
Strategic market planning
Which of the following is a strategy of using a successful brand name to launch a
new or modified product in a new category?
Line extension
Co- branding
Brand extension
Multibranding
The purchase of which of the following items is least likely to be affected by
demographic factors?
Car
Furniture
Computer
Sugar
Which of the following tells about the details of the plan?
Title page
Market analysis
Marketing strategy
Executive summary
A brand which is created and owned by a reseller of a product or service is known
as:
Co-brand
Private brand
Manufacturer's brand
Licensed brand
Which stage in the PLC normally lasts longer and poses strong challenges to the
marketing managers?
Introduction
Growth
Maturity
Decline
Core competency guides a firm recombining its abilities in response to demands
from the:
Retailer
Wholesaler
Environment
Supplier
Need becomes ________ when they are directed towards a specific object.
Actual need
Want
Satisfaction
Demand
Which of the following BEST describes the consumer‘s preference for products that
are widely available to them?
Production concept
Marketing concept
Selling concept
Product concept
Buying and selling of mass consumer goods and services comes under which of the
following markets?
Business markets
Global markets
Consumer markets
Government markets
Which of the following is used to test the customer preference about the new
product design?
Concept testing
Conjoint analysis
Beta testing
Business Analysis
Which of the following is an activity of attracting public attention to a product or
business, as by paid announcements in the print, broadcast, or electronic media?
Sales promotion
Publicity
Advertising
Personal selling
Which of the following is used to segment and analyze consumer‘s buying behavior?
Promotional mix
Integrated marketing communication
Marketing communication
Customer database
Which of the following is the price which company receives after accounting for
discounts, allowances, promotions, and other incentives?
Premium
Cooperative
Effective
Efficient
A brand which is created and owned by a reseller of a product or service is known
as:
Co-brand
Private brand
Manufacturer's brand
Licensed brand
Which of the following is NOT a production decision?
Delivery of goods
Planning process
Scheduling
Contracting
An incentive given to induce a retailer to purchase and display a product is:
Rebate
Push money
Trade allowance
Dealer loader
Which of the following is not a typical supply chain member?
Competitor
Customer
Reseller
Intermediary
The simplest level of distribution channel, that of direct contact with no
intermediaries involved, is known as the _______ channel.
Three-level
Two-level
One-level
Zero-level
Which one of the following tend to market high end goods and services and are able
to use a premium pricing strategy in a specific market segment.
Followers
Challengers
Leaders
Nichers
Which of the following channel membership will be best for distribution of
toothpastes?
Selective distribution
Corporate distribution
Intensive distribution
Exclusive distribution.
Media for commercial advertising can include all of the following EXCEPT:
Bus stop benches
Billboards
Wall paintings
Word of mouth
Modes of selling include all except:
Public relations
Direct sales
Multi-level marketing Industrial sales
All are the performance measure for tracking the productivity of sales person
EXCEPT:
Margin by product category
Revenue per territory
Margin and revenue per product
Revenue per sales person
Which of the following has the potential to gain market share and become a star?
Dog
Questions mark Cash cow
Star
Which of the following is a step of negotiation process?
Preparing and planning
Selecting, refining, and crafting an agreement
Reviewing the negotiation
All of the given options
Which of the following is NOT the function performed by wholesalers?
Off-price retailing Market information
Risk bearing
Financing
All are the examples of complex sales EXCEPT:
Commercial goods sales Mining equipment sales
Large fleet vehicle sales
Real estate development
In which of the following companies reduce price for bulk purchases?
Seasonal discount Trade discount
Quantity discount
Cash discount
Which of the following sets floor for the price that company can charge for its
product?
Product
Premium
Promotion
Cost
In which of the following company specifically creates a brand to counter a
competitive threat?
Fighting brand Co-brand
Family brand
Individual brand
Which of the following is the combination of institutions through which a seller,
markets products to the user?
Supply chain management
Distribution channel Marketing logistics
Inventory management
Which of the following marketing channel will be best for selling High Tec
products?
Retailer
Mail order
Selling direct
Wholesaler
The price of which of the following is lower than the cost and is used to drag
customers into a store.
Premium product
Discounted product
On-sale item
Loss leader
In which of the following channel elements of distribution are integrated?
Vertical marketing system Single transaction system
Internal marketing system
Horizontal marketing system
The consumer‘s estimate of the product‘s overall capacity to satisfy his or her needs
is called:
Product Cost
Product Value Product need
Product Satisfaction
Which of the following BEST describes the consumer‘s preference for products that
are widely available to them?
Production concept Marketing concept
Selling concept
Product concept
In the _____, the firm faces a trade-off between high market share and high current
profit.
Introduction stage
Growth stage Maturity stage
Decline stage
Which of the following is a type of price discrimination in which price varies
according to quantity sold?
Forth degree price discrimination
Third degree price discrimination
Second degree price discrimination First degree price discrimination
Which of the following is an example of agency based sales?
Web selling
B2 B selling
Advertising
Real estate
All of the following are reasons, people will buy a premium priced product,
EXCEPT:
Self-interest Flawless performance
Sign of self-worth Indication of good quality
Why companies are moving towards marketing public relations?
To support production, promotion and image
To promote and support product promotion
To support corporate image and product To support product promotion and selling
Which of the following is an example of indirect selling?
B2B selling
Door-to-door selling
Face-to-face selling
Telemarketing
A price set by the retailer and often attached to a product with a sticker is known
as:
Market price
List price
Retail price Wholesaler price
Which of the following is NOT an example of fix cost?
Depreciation of building
Maintenance of equipment
Rent of factory
Power
The _____ is the central instrument for directing and coordinating the marketing
effort.
Business plan
Production plan
Market plan Selling plan
Which of the following are called value maximizers?
Sellers
Customers Marketers
Manufacturers
What is the mutual activity of negotiation and decision making?
Compromise seeking Common objective
Conflict between parties
Presence of influence
In the product adoption process, the consumer is stimulated to seek information
about the innovation at which of the following stage?
Interest Trial
Awareness
Evaluation
Which of the following channel is used for standardized items?
Selling direct
Mail order
Retailer
Wholesaler
Which of the following is used to test the customer preference about the new
product design?
Concept testing
Conjoint analysis Beta testing
Business Analysis
Many companies prefer to follow rather than challenge the:
Market challenger
Market follower
Market nicher
Market leader
The most flexible element of marketing mix which can be changed quickly is:
Promotion
Price
Place
Product
Which of the following mode of selling is best for Encyclopedia?
Electronic sales
Complex sales Direct sales
Indirect sales
Which of the following occurs when a company sells a product or service at two or
more prices that do not reflect the promotional difference in cost?
Variation pricing
Price discrimination
Differentiation price Promotional pricing
Sales decline in the decline stage of the PLC because of technological advances,
increased competition, and _____.
Shifts in unemployment
Shifts in the economy
Shifts in consumer tastes and preferences Foreign imports
A company is producing 1000 units at cost of Rs. 500000. Variable cost for the
production of 1000 units is Rs. 350000. What will be fix cost?
Rs. 350000
Rs. 150000 Rs. 300000
Rs. 200000
The consumer products and services with unique characteristics or brand
identification for which a significant group of buyers is willing to make a special
purchase effort are called:
Industrial products
Specialty products Unsought products
Shopping products
The purchase of which of the following items is least likely to be affected by
demographic factors?
Car
Furniture
Computer
Sugar
The label on a soft drink can read "cool and refreshing." For what reason are these
words used?
To encourage multiple purchases
To provide information
To promote the product
To satisfy legal requirements
GSCF is an abbreviation of which of the following?
Global Supply Chain Federation
Global Supply Chain Forum Greater Salina Community Foundation
Global Supply Chain Finance
In which of the following distribution only specially selected resellers are allowed to
sell?
Intensive distribution
Selective distribution
Corporate distribution
Exclusive distribution
Which of the following are the costs that do not vary with production or sales level?
Fixed cost
Variable cost
Target cost
Total cost
When a firm attempts to increase sales during the maturity stage of the PLC by
changing one or more marketing mix elements, it is _____.
Improving advertising
Changing promotion
Modifying the marketing mix Increasing promotion budget
Which of the following is the sale of consumer products or services in a face to face
manner away from a fixed retail location?
Industrial selling
Indirect selling
Direct selling Business to business selling
For which of the following product intensive distribution channel is used?
Shampoo
Machines
Automobiles
Appliances
Which of the following is a very large store that carries not only food, but all goods
and services that consumers purchase routinely?
Department store
Convenience store
Supermarket Superstore
Advertising slogans are often proved to be the most effective means of
_____________ to one or more aspects of a product or products.
Drawing attention
Marketing communication
Publicity
Sales promotion
Which of the following is known as a set of marketing tools used by the firms to
pursue its marketing objectives in the target market?
Marketing mix
Promotion mix
Offering mix
Product mix
Which of the following type of price discrimination can be seen in any market where
excess capacity needs to be eliminated?
First degree discrimination
Second degree discrimination
Third degree discrimination
Forth degree discrimination
If it costs a firm Rs. 600 to produce 4 units and Rs. 670 to produce 5 units. Rs. 70
will be:
Fix cost
Marginal cost
Total cost
Average cost
Which of the following takes place at retailer‘s end?
Promotion
Placing
Pricing
Exchange
All of the following are the examples of controllable factors EXCEPT:
Line of business
Corporate culture
Overall objectives of organizations
Competition in the market
Billboards are example of which of the following advertising media?
Television
Radio
Newspaper
Outdoor
All of the following are the forms of sales promotion EXCEPT:
Seller promotions
Trade promotions
Business promotions
Consumer promotions
Financial summary of a marketing plan includes all EXCEPT:
Pro-forma income statement
Month-by-month agenda
Breakeven analysis
Assumptions
A company designs the product with little or no input from customers, the company
is practicing which of the following concept?
Product concept
Marketing concept
Selling concept
Production concept
Lipton yellow label has advertised, "get 20% extra tea for the same price". Identify
the type of consumer sales promotion technique used by Lipton yellow label.
Cents-off deal
Price-pack deal
Price deal
Loyalty rewards program
Which of the following mode of selling is best for Encyclopedia?
Electronic sales
Complex sales
Direct sales
Indirect sales
Which of the following is NOT an objective of sales promotion?
Attracts consumer attention
Offers strong incentives to buy
Invites and rewards quick consumer response
Personal interaction between two or more people
The marketing plan should open with a brief summary of the main goals and
recommendations. This is called:
Business analysis
Situation analysis
Executive summary
Mission statement
In which stage of the product life cycle does a product reach its peak sales?
Introduction
Growth
Maturity
Decline
Which of the following are called value maximizers?
Sellers
Customers
Marketers
Manufacturers
An incentive given to induce a retailer to purchase and display a product is:
Rebate
Push money
Trade allowance
Dealer loader
Need becomes ________ when they are directed towards a specific object.
Actual need
Want
Satisfaction
Demand
Need becomes Want, when they are directed towards a specific object.
What does RFP stands for?
Response for promotion
Request for product
Response for price
Request for proposal
Which of the following is included in task environment?
Economy
Technology
Media
Promotion
Which of the following is an example of agency based sales?
Web selling
B2 B selling
Advertising
Real estate
Which of the following is NOT a type of vertical integration?
Unbalanced vertical integration
Balanced vertical integration
Forward vertical integration
Backward vertical integration
3/10 net 30 is an example of:
Seasonal discount
Trade discount
Quantity discount
Cash discount
Which of the following 4Ps of marketing mix involves decisions regarding channels
coverage, assortments, locations, inventories or transports?
Product
Price
Place
Promotion
Which of the following type of price discrimination can be seen in any market where
excess capacity needs to be eliminated?
First degree discrimination
Second degree discrimination
Third degree discrimination
Forth degree discrimination
Which of the following is NOT an example of fix cost?
Depreciation of building
Maintenance of equipment
Rent of factory
Power
Which of the following is an example of ancillary service?
warranty
Promotion
Labeling
Packaging
Which of the following is NOT included in product decisions?
Styling
Brand name
Warehousing
Packaging
Which of the following is the basic role of promotion?
Interpretation
Communication
Manipulation
Information
Which of the following consists of short-term incentives to encourage the purchase
or sale of a product or service?
Publicity
Sales promotion
Advertising
Direct marketing
Which of the following is considered as dead end of distribution?
Promotion
Warehousing
Wholesaling
Retailing
Which of the following is the best example of a product that is suitable for
sampling?
Shampoo
Ceiling fan
Leather briefcase
Lawn furniture
Idea-reducing stage of new product development process is called:
Concept development
Product concept
Idea screening
Idea generation
Which of the following is NOT a part of marketing communication mix?
Telemarketing
Public relations
Sales promotion
Advertising
Insurance service would BEST be described as which kind of a product?
Convenience
Unsought
Specialty
Durable
Which of the following is NOT a part of broad environment?
Economy
Demographics
Technology
Corporate culture
Which of the following is NOT a purpose of a marketing plan?
It specifies how resources are to be allocated
It co-ordinates marketing and production activities
It assigns responsibilities, tasks and timing
It assists in management control
Identify the strategy that deals with the rate of new product development.
Vertical integration
Horizontal integration
Innovation strategy
Aggressiveness strategy
Which pricing strategy involves a company fixing a low price that high-cost
competitors cannot match?
Skimming
Psychological
Cost-orientated
Penetration
Which of the following is the task of selecting an overall company strategy for long-
run survival and growth?
Mid-term planning
Short-term planning
Annual market planning
Strategic market planning
A price set by the retailer and often attached to a product with a sticker is known
as:
Market price
List price
Retail price Wholesaler price
A firm is producing standardized products and enjoying the economies of scale by
producing more. The firm is following which of the following strategy?
Differentiation strategy
Cost leadership strategy Market dominance strategy
Market segmentation strategy
Which of the following is an effective short-hand summary of the situation analysis?
Competition analysis
SBU analysis
SWOT analysis BCG analysis
A company is producing 1000 units at cost of Rs. 500000. Variable cost for the
production of 1000 units is Rs. 350000. What will be fix cost?
Rs. 350000
Rs. 150000 Rs. 300000
Rs. 200000
The marketing plan should open with a brief summary of the main goals and
recommendations. This is called:
Business analysis
Situation analysis
Executive summary Mission statement
Which of the following is an example of indirect selling?
B2B selling Door-to-door selling
Face-to-face selling
Telemarketing
Cost that vary directly with the level of production are referred to as _____.
Fixed cost
Unit cost
Total cost
Variable cost
Insurance service would BEST be described as which kind of a product?
Convenience
Unsought Specialty
Durable
Which of the following is NOT an external source of idea generation?
Top management Competitors
Suppliers
Customers
Critical path analysis is useful at which stage of the product development Process?
Commercialization Concept development
Beta testing
Business Analysis
Which of the following is the task of selecting an overall company strategy for long-
run survival and growth?
Mid-term planning
Short-term planning
Annual market planning
Strategic market planning
Identify the commercialization decision which involves decisions regarding launch
of product in single or multiple localities?
Why to launch the product?
How to launch the product?
Where to launch the product?
When to launch the product?
Which of the following offers an incentive to buy a product?
Direct mail
Public relations
Sales promotion Advertising
Which of the following is the sale of consumer products or services in a face to face
manner away from a fixed retail location?
Industrial selling
Indirect selling
Direct selling Business to business selling
Lipton yellow label has advertised, "get 20% extra tea for the same price". Identify
the type of consumer sales promotion technique used by Lipton yellow label.
Cents-off deal
Price-pack deal Price deal
Loyalty rewards program
Which of the following are products and services bought by final consumers for
personal consumption? These include convenience products, shopping products,
specialty products, and unsought products.
Material and parts
Consumer products Industrial products
Capital items
In BCG matrix, products with high market share and high market growth are
referred to as:
Dogs
Question marks
Cash cows
Stars
Which of the following is NOT a part of broad environment?
Economy
Demographics
Technology
Corporate culture
Which of the following markets involve decisions such as: what country to enter in,
how to enter, how to adopt their product and services, and how to price?
Consumer markets
Business markets
Global markets Government markets
Pictures and specification of product are added in which of the following part of the
marketing plan?
Financial summary
Executive summary
Situation analysis
Appendix
Which of the following is known as a set of marketing tools used by the firm to
pursue its marketing objectives in the target market?
Marketing mix Promotion mix
Product mix
Offering mix
Needs become _________, when they are directed towards a specific object
Actual needs
Wants Satisfactions
Demands
Market –oriented firms focus on:
Customers Distributors
Retailers
Wholesalers
Which of the following is a supportive service?
Packaging
Labeling
Promotion
Delivery
Which of the following BEST describes the consumer‘s preference for products that
are widely available to them?
Production concept Marketing concept
Selling concept
Product concept
When a company designs the product with little or no input from customer, the
company is practicing:
Production concept
Product concept
Selling concept Marketing concept
All are the example of unsought goods EXCEPT:
Insurance policy
Course books Encyclopedia
Funeral plots
Retailers are considered under the _____________________ environment.
Broad
Weak
Task
Competitive
Which of the following is a controllable factor for marketers?
Economy
Technology
Competition
Corporate culture
Which of the following is included in task environment?
Economy
Technology
Media
Promotion
The decisions regarding bundling of a product are related to:
Product
Price Distribution
Promotion
Decisions regarding covering area of a product are included in which of the
following marketing strategy of a market plan?
Product
Pricing
Promotion
Place
Which of the following is NOT a component of a marketing plan?
Environmental analysis
Marketing advantages Executive summary
Implementation
Which of the following is NOT a type of vertical integration?
Backward vertical integration
Forward vertical integration
Balanced vertical integration
Unbalanced vertical integration
Financial summary of a marketing plan includes all EXCEPT:
Assumptions
Breakeven analysis
Month-by-month agenda Pro-forma income statement
In which of the following marketing strategy companies develop the brand name,
brand image and product portfolio analysis?
Product Pricing
Promotion
Distribution
Which of the following market dominance strategy involves less risk of competitive
attacks?
Leaders
Challengers
Followers Nichers
IMC stands for what?
Internal marketing communication
Integrated marketing communication Integrated managing company
Internal marketing community
The first television commercial aired in:
1951
1941 1931
1921
Which of the following is not a use of secondary packaging?
it is recyclable and environmentally safe
it facilitates transportation, storage and handling for middlemen
it can not be reused for the purpose other than its initial use it can be used as promotional tool
Using external sources, the company can find new ideas through formal research
and development.
(False)
Generating new product ideas by watching and listening to customers is an example
of an external idea source.
(True)
The systematic search for new-product ideas is called idea screening.
(False)
Major sources of new-product ideas include internal sources and external sources.
(True)
New product development begins with idea generation.
(True)
Some companies believe that no idea is too far-fetched or impractical on the first
day.
(True)
A firm can obtain new products in two ways: acquisition or new product
development.
(True)
Companies must rely heavily on consumer input when developing new products.
(False)
New products fail due to several reasons. Although an idea may be good, the market
size may have been overestimated.
(True)
The search for new-product ideas should be systematic rather than haphazard.
(True)
An idea management system directs the flow of new ideas to a central point where
they can be collected, reviewed, and evaluated.
(True)
The idea manager approach helps create an innovation-oriented company culture.
(True)
The purpose of idea screening is to create a large number of ideas.
(False)
An attractive idea must be developed into a marketing strategy.
(False)
Testing new-product concepts with a group of target consumers to find out if the
concepts have strong consumer appeal is called concept testing.
(True)
Some marketers are using virtual reality to test product concepts.
(True)
Marketing strategy development entails designing an initial marketing strategy for a
new product based on the product concept.
(True)
Marketing strategy statement consists of three parts. The second part describes the
target market; the planned product positioning; and the sales, market share, and
profit goals for the first few years.
(False)
Business analysis involves a review of the sales, costs, and profit projections for a
new product to find out if they satisfy the company's objectives.
(True)
The product concept exists as a prototype of the actual product.
(False)
The product concept exists as a word description, a drawing, or a crude mock-up.
(True)
Developing the product concept into a physical product in order to ensure that the
product idea can be turned into a workable product is called product development.
(True)
The stage of new product development, in which the product and marketing
program are tested in more realistic market settings, is called test marketing.
(True)
When the costs of developing and introducing the product are low, the company
may do little or no test marketing.
(True)
Test marketing costs are usually low.
(False)
Test marketing by consumer packaged-goods firms has been increasing in recent
years.
(False)
Companies often test market simple line extensions or copies of successful
competitor products.
(False)
When introducing a new product requires a big investment, a company may do
little or no test marketing.
(False)
Introducing a new product into the market is called product development.
(False)
A company launching a new product into the market must first decide on where to
launch the product.
(False)
When a firm attempts to increase sales during the maturity stage of the PLC by
changing one or more marketing mix elements, it is ___.
Improving advertising
Changing promotion
modifying the marketing mix
Increasing promotion budget
Identify the strategy that deals with the rate of new product development.
Vertical integration
Horizontal integration
Innovation strategy
Aggressiveness strategy
A secondary-use package can best be defined as which of the following?
Can be used as a promotional tool
Can be reused for purposes other than its initial use
Facilitates transportation, storage, and handling for middlemen
Is recyclable and environmentally safe
Which stage in the PLC normally lasts longer and poses strong challenges to the
marketing managers?
Introduction
Growth
Maturity
Decline
A firm is producing standardized products and enjoying the economies of scale by
producing more. The firm is following which of the following strategy?
Differentiation strategy
Cost leadership strategy
Market dominance strategy
Market segmentation strategy
Which one of the following BEST describes the human need?
Food
French-fries
Burger
Pizza
Which of the following firms emphasis on product‘s benefits to the customers rather
than on product attributes.
Product oriented
Market oriented
Sales oriented
Production oriented
Which of the following is NOT a technique of measuring customer satisfaction and
monitoring customer‘s complaint?
Customer complaints database
Exit interviews
Web and telephone information hotlines
Business Analysis
Idea-reducing stage of new product development process is called:
Concept development
Product concept
Idea screening
Idea generation
All of the following are the examples of unsought goods EXCEPT:
Course books
Encyclopedia
Funeral plots
Insurance policy
While considering the place for a product which of the following is important for
customer.
Communication
Convenience
Cost
Solution
Market –oriented firms focus on:
Retailers
Distributors
Customers
Wholesalers
A secondary-use package can best be defined as which of the following?
Can be used as a promotional tool
Can be reused for purposes other than its initial use
Facilitates transportation, storage, and handling for middlemen
Is recyclable and environmentally safe
Price is the only element in the marketing mix that produces:
Fixed cost
Expense
Variable cost
Revenue
Product is showing rapidly rising sales and profits are also high. Identify the
product is at:
Introduction stage
Growth stage
Maturity
Decline
In the product adoption process, the consumer is stimulated to seek information
about the innovation at which of the following stage?
Interest
Trial
Awareness
Evaluation
Which of the following occurs when a company sells a product or service at two or
more prices that do not reflect the promotional difference in cost?
Variation pricing
Price discrimination
Differentiation price
Promotional pricing
Which of the following is showing normal profit for the company?
MR ? MC
MR = MC
MR < MC
MR > MC
A company is charging different prices to the customers based on the location. It is
known as:
First degree discrimination
Second degree discrimination
Third degree discrimination
Forth degree discrimination
Identify the products that the customer usually buys frequently and with a
minimum of comparison and buying effort.
Select correct option:
Specialty
Convenience
Unsought
Augmented
Which of the following is NOT a type of vertical integration?
Unbalanced vertical integration
Balanced vertical integration
Forward vertical integration
Backward vertical integration
Which of the following is a type of price discrimination in which price varies
according to quantity sold?
Forth degree price discrimination
Third degree price discrimination
Second degree price discrimination
First degree price discrimination
Which of the following is NOT included in product decisions?
Styling
Brand name
Warehousing
Packaging
Which of the following is also called as prestige price?
Skimming price
Penetration price
Psychological price
Premium price
Which of the following is used to test the customer preference about the new
product design?
Concept testing
conjoint analysis
Beta testing
Business Analysis
Which of the following takes place at retailer‘s end?
Promotion
Placing
Pricing
Exchange
Identify the type of packaging for ice creams :
Primary packaging
Secondary packaging
Transport packaging
Decorative packaging
Additional cost is associated with which of the following strategy?
Market segmentation strategy
Market dominance strategy
Differentiation strategy
Cost leadership strategy
The decisions regarding bundling of a product are related to:
Product
Price
Distribution
Promotion
Aggressive selling is a characteristic of which of the following concept of marketing?
Production concept
Marketing concept
Selling concept
Product concept
Which of the following is NOT included in business analysis?
Management analysis
Cost analysis
Sales forecast
Profit analysis
Penetration price is used by the companies in the market where the demand of the
product is:
Less elastic
Inelastic
Elastic
More elastic
Relationship marketing is also known as:
Brand marketing
Value marketing
Loyalty marketing
Experiential marketing
Core competency guides a firm recombining its abilities in response to demands
from the:
Retailer
Wholesaler
Environment
Supplier
Which of the following is also called an Export market?
Consumer market
Business market
Global market
Government market
Which of the following is a name, term, sign, symbol, design, or a combination of
these, that identifies that maker or seller of a product or service?
Label
Co-brand
Brand
Product
Rs.10 per unit for less than 100 units and Rs.9 per unit for 100 or more units is an
example of:
Functional discount
Seasonal discount
Quantity discount
Cash discount
Which of the following is the period when sales fall off and profits drop?
Introduction
Growth
Maturity
Decline
At which of the following stage of consumer adoption process the consumer decides
whether to use the product or not?
Awareness
Interest
Trial
Evaluation
The marketing plan should open with a brief summary of the main goals and
recommendations. This is called:
Business analysis
Situation analysis
Executive Summary
Mission statement
Warehousing facility to channel members is an example of:
Seasonal discount
Trade discount Quantity discount
Cash discount
Penetration price is used by the companies in the market where the demand of the
product is:
Less elastic
Inelastic
Elastic
More elastic
In which of the following marketing strategy companies develop the brand name,
brand image and product portfolio analysis?
Product
Pricing
Promotion
Distribution
Which of the following can be used by the companies for early payment?
Functional discount
Seasonal discount
Quantity discount
Cash discount
The consumer‘s estimate of the product‘s overall capacity to satisfy his or her needs
is called:
Product Cost
Product Value
Product need
Product Satisfaction
The decisions regarding bundling of a product are related to:
Product
Price
Distribution
Promotion
Which of the following is NOT a part of financial summary?
Financial requirements Pro-forma income statement
Margin analysis
Break-even analysis
Which of the following is a major determinant of demand for the product in the
market?
Planning
Promotion
Price Place
At which of the following stage of consumer adoption process the consumer decides
whether to use the product or not?
Awareness
Interest
Trial
Evaluation
Which of the following is NOT included in business analysis?
Management analysis
Cost analysis
Sales forecast
Profit analysis
When a firm‘s average total cost equals price at the profit-maximizing output, it is
known as:
Abnormal profit
Average profit
Normal profit
Economic profit
Which of the following gives the exact position of a company‘s product with respect
to market?
Market analysis
Consumer analysis
Macro analysis
Micro analysis
The consumer‘s estimate of the product‘s overall capacity to satisfy his or her needs
is called:
Product Cost
Product Value Product need
Product Satisfaction
The marketing plan should open with a brief summary of the main goals and
recommendations. This is called:
Business analysis
Situation analysis
Executive summary
Mission statement
Identify the strategy that deals with the rate of new product development.
Vertical integration
Horizontal integration
Innovation strategy
Aggressiveness strategy
The traditional view of marketing is that the firm makes something and then sells it.
True
The traditional view of marketing begins with a first step called strategic marketing.
False
The formula, segmentation, targeting, and positioning (STP) is the essence of
strategic marketing.
True
The Japanese have extended the value delivery process by adding the concept of
zero promotions after five years.
False
The customer relationship management process is all the activities involved in
receiving and approving orders, shipping the goods on time, and collecting payment.
False
A principle of the value chain is that every firm is a synthesis of activities performed
to design, produce, market, deliver, and support its product.
True
Another name for a company‘s value delivery network is ―the intermediary team.‖
False
A core competency is usually common among competitors in a given industry.
False
Holistic marketing focuses on the integration of value exploration, value creation,
and value delivery as a means to build long-term relationships with consumers.
True
If a manager asks ―How can my company identify new value opportunities?,‖ he or
she is examining a management question identified as being value creation.
False
According to McKinsey research, a recommendation to managers and CEOs who
are concerned about marketing performance was that marketers must test and
develop programs more quickly as they enhance planning processes and research
approaches.
True
The marketing plan is the central instrument for directing and coordinating the
marketing effort.
True
A mission statement has as its primary focus the product and how to make it.
False
One of the characteristics of a good mission statement is that it has an expansive
number of goals for doing business.
False
A good illustration of a market definition of the business a company is in would be
―We sell gasoline.‖
False
If a company sought to expand the number of existing products sold to its current
markets, it would use an integrative growth strategy labeled as ―market-penetration
strategy.‖
True
If a company sought to grow via a strategy that required the company to seek new
businesses that have no relationship to its current technology, products, or markets,
the company would be using a diversification strategy called a conglomerate
strategy.
True
Scenario analysis can be used to assist companies in appraising how well their
corporate culture might match (or not match) potential business partners or
acquisitions.
True
Once an organization has established a business mission in its business unit
strategic-planning process, it may proceed to the second step of the planning process
called goal formulation.
False
Good illustrations of microenvironment actors in the strategic planning process
would be demographics, technology, and the social-cultural arena.
False
To evaluate opportunities, companies can use Market Opportunity Analysis (MOA)
to determine the attractiveness and probability of success.
True
An environmental threat is a challenge posed by an unfavorable trend or
development that would lead, in the absence of defensive marketing action, to lower
sales or profit.
True
Once a SWOT analysis has been completed, the strategic planner is ready to
proceed to the goal formulation stage of the strategic planning process model.
True
In applying MBO (management by objectives) all objectives are treated as being
equally important—objective discrimination is not allowed.
False
For an MBO (management by objectives) system to work, one of the four criteria
that the unit‘s objectives must meet is that objectives must be stated quantitatively
whenever possible.
True
A strategy is a game plan for achieving what the business unit wants to achieve.
True
Firms choosing a generic strategy centering on focus must be good at engineering,
purchasing, manufacturing, and physical distribution.
False
One of the four major categories of strategic alliance involves sharing personnel
(e.g., human resource alliance) to staff alliance member marketing departments.
False
Partner Relationship Management (PRM) can be thought of as a corporation‘s
development of structures that support strategic alliances and treats the formation
and management of partnerships as a core skill.
True
Companies normally measure their profit performance using ROI; however, this
approach suffers because profits are arbitrarily measured and subject to
manipulation.
True
A marketing vision statement is a written document that summarizes what the
marketer has learned about the marketplace and indicates how the firm plans to
reach its marketing objectives.
False
Marketing plans are becoming more production-oriented because of the high costs
of doing business in today‘s economy.
False
The marketing plan should open with a situation analysis.
False
When a manager reaches the marketing strategy section of a marketing plan, he or
she will define the mission and marketing and financial objectives.
True
One of the key questions to ask in evaluating a marketing plan is whether the plan is
simple or not.
True
Such areas as sales forecasts, expense forecasts, and breakeven analysis are usually
found in the financial projections section of the marketing plan.
True
Return on investment (ROI) shows how many units must be sold
monthly to offset the monthly fixed costs and average per-unit variable costs.
False
Most marketing plans conclude with a section that indicates how the plan will be
implemented.
True
During the marketing strategy section of the marketing plan, goals and budgets are
spelled out for each month or quarter so management can review each period‘s
results and take corrective action as needed.
False
A good illustration of a marketing objective would to ―decrease customer
acquisition costs by 1.5 percent per quarter.‖
True
If a manager were following the traditional view of marketing wherein the firm
makes something and then sells it, all of the following would part of the ―sell the
product‖ process sequence EXCEPT ________.
price
advertise/promote
design product
distribute
service
As indicated in the text, critics of Nike and its shoe products often complain that
________.
Nike has too many professional athletes endorsing their products
Nike has an unfair advantage in product design
Nike has unfair leverage with distributors
Nike shoes cost almost nothing to make yet cost the consumer so much
Nike does not support ecological causes
According to the Japanese view of the value delivery process, the company should
receive the required parts and supplies continuously through just-in-time
arrangements with suppliers. This concept would be most appropriately called
________.
zero customer feedback time
zero product improvement time
zero purchasing time
zero setup time
zero defect
Apex Corporation is known in its industry being ―best of class‖ in terms of costs and
performance. Many companies will probably use Apex Corporation as a ________.
target
benchmark
competitor to beat
future supplier
sounding board for ideas
James Franks has been put in charge of gathering marketing intelligence,
disseminating it within his organization, and eventually directing action on the
information. Which of the following core business processes most closely matches
with the task that Mr. Franks has been given?
The market sensing process.
The new offering realization process.
The customer acquisition process.
The customer relationship management process.
The fulfillment management process.
Netflix, the pioneer online DVD rental service, has what is called ________ because
they are excellent in broad business processes.
core competency
distinctive capabilities
market savvy
business touch
intuitive synergy
George Day sees ________ organizations as excelling in three distinctive capabilities:
market sensing, customer linking, and channel bonding.
production-driven
globally-driven
human resource-driven
engineering-driven
market-driven
Holistic marketers achieve profitable growth by expanding ________, building
customer loyalty, and capturing customer lifetime value.
design skills
customer share
promotion venues
database resources
competitive space share
In the past Kodak was not necessarily known for embracing technology that did not
come from Kodak engineers and designers. However, as Kodak addresses the digital
revolution taking over the photographic industry, it wants customers to see it as a
leader in digital photography and is moving away from its connection to print-only
photography. This would be an example of which of the following value-creation
steps?
Redefining the big idea.
Reshaping the business scope.
Repositioning the company‘s brand identity.
Redoing its corporate logo.
Researching its competitors.
According to a McKinsey report, CEOs need and expect all areas of their
organizations to be more efficient. Which of the following statements would be the
best illustration of this need and expectation?
Doing more with more.
Doing less with less.
Doing less with more.
Doing more with less.
Doing about the same with more.
According to a recent McKinsey report regarding characteristics that help to
position marketers as business development leaders, ________ illustrates one of
those characteristics.
―never bite off
more than you can chew‖
―if it ain’t broke, don’t fix it‖
―always pursue Internet opportunities‖
―strike while the iron is hot‖
―identify profitable unmet needs before brainstorming creative solutions‖
According to Collins and Porras‘ Built to Last, ________ is characterized as a
visionary company—acknowledged as the industry leader and widely admired
because they set ambitious goals, communicated them to their employees, and
embraced a high purpose beyond making money.
General Electric
Delta Airlines
Farmer’s Insurance
Wells
Fargo
McDonald’s
Juan Garcia is seen as a ________ planner because he plans the daily promotional
releases about his company‘s products and services.
strategic
selective
tactical
niche
organizational
Sony‘s former president, Akio Morita, wanted everyone to have access to ―personal
portable sound,‖ so his company created the Walkman and portable CD player.
Which of the following planning aids most likely assisted Mr. Morita with his
vision?
The mission statement.
A SWOT analysis.
Knowledge of customers.
A database.
An executive summary to a formal marketing plan.
Which of the followingmost closely matches a correct market-oriented definition of
a business?
Missouri-Pacific Railroad—we run a railroad.
Xerox—we make copying equipment.
Standard Oil—we sell gasoline.
Encyclopedia Britannica—we distribute information.
Columbia Pictures—we make movies.
If you were the CEO of a company that was looking to implement strategies to fill a
perceived strategic-planning gap, you would most likely explore ________ growth
first because it would be easier to improve an existing business rather than building
a new one.
intensive
integrative
diversification
conglomerate
concentric
If you were the marketing manager of an organization that had chosen growth via
current products sold to new markets, your organization would have chosen a
________ strategy.
market-penetration
market-development
product-development
diversification
concentric
________ describes the way people in an organization are dressed, how they talk to
one another, and the way they greet their customers.
Strategic orientation
Competitive positioning
Distinctive advantage
HR training strategy
Corporate culture
Once an organization establishes its business mission, conducts a SWOT analysis,
and goes through a goal formulation process, it is ready to go through a step called
________ to continue with a strategic-planning process.
program formulation
strategy formulation
implementation
functional analysis
feedback and control
McDonald‘s has often teamed up with Disney to offer products related to current
Disney films as part of its meals for children. The best description of this form of
alliance would a ________ alliance.
product alliance
logistics alliance
pricing collaboration
service
promotional
A key ingredient of the marketing management process is insightful, ________
marketing strategies and plans that can guide marketing activities.
creative
measurable
macro
micro
niche
According to a chapter story about H&M clothing stores, H&M is able to put
products out quickly and inexpensively by all of the following EXCEPT ________.
having few middlemen and owning no factories
buying large volumes
having extensive experience in the clothing industry
having a great knowledge of which goods should be bought from which markets
having total control of its distribution channel from the time the goods are produced
until the time they are sold
The task of any business is to deliver ________ at a profit.
customer needs
products
customer value
products and services
improved quality
In a hypercompetitive economy such as ours, a company can win only by fine-tuning
the value delivery process and choosing, providing, and ________ superior value.
communicating
selecting target markets with
composing
developing
researching
The traditional view of marketing is that the firm makes something and then
________ it.
markets
sells
distributes
prices
services
Today, the ―mass-market‖ is actually splintering into numerous ________, each
with its own wants, perceptions, preferences, and buying criteria.
micromarkets
market targets
macromarkets
customer cliques
demographic units
The first phase of the value creation and delivery sequence is ________ that
represents the ―homework‖ marketing must do before any product exists.
choosing the value
market research
target marketing
service consideration
projective thinking
The last step in the value creation and delivery sequence is ________ the value
where the sales force, sales promotion, advertising, and other communication tools
announce and promote the product.
developing
distributing
communicating
reversing
researching
The Japanese have refined the value delivery process to include a component that
emphasizes ________.
zero servicing
zero customer feedback time
zero promotion
zero dependency on intermediaries
zero marketing costs
The ________ is a tool for identifying ways to createmore customer value.
value chain
customer survey
brand loyalty index
promotion channel
supplier database
The ________ identifies nine strategically relevant activities that create value and
cost in a specific business.
value proposition
value chain
mission statement
annual report
manager’s log
The ________ in the value chain cover the sequence of bringing materials into the
business (inbound logistics), converting them into final products (operations),
shipping out final products (outbound logistics), marketing them (marketing and
sales), and servicing them (service).
operations process
manufacturing process
primary activities
secondary activities
tertiary activities
Procurement, technology development, human resource management, and firm
infrastructure are handled in certain specialized departments and are called
________.
materials handling
support activities
inventory activities
primary activities
benchmark activities
The firm should estimate its competitors‘ costs and performances as ________
against which to compare its own costs and performance.
competition
standards
challenges
benchmarks
moveable standards
The firm‘s success depends not only on how well each department performs its
work, but also on how well the various departmental activities are coordinated to
conduct ________.
core strategies
satellite businesses
core values
core business processes
core technologies
With respect to core business processes, all the activities involved in gathering
market intelligence, disseminating it within the organization, and acting on the
information is referred to as the ________.
market sensing process
market research process
target marketing process
market pulse process
deployment process
With respect to the core business processes, all the activities involved in researching,
developing, and launching new high-quality offerings quickly and within budget are
referred to as the ________.
new product process
new offering realization process
product development process
product launch process
return on investment process
With respect to the core business processes, the ________ is considered to be all the
activities involved in defining target markets and prospecting for new customers.
customer acquisition process
customer relationship management process
fulfillment management process
customer prospecting process
customer equity process
A good way to describe the ________ would be discuss all the activities involved in
building deeper understanding, relationships, and offerings to individual customers.
customer acquisition process
customer relationship management process
customer prospecting process
customer fulfillment management process
customer equity process
Another way to describe a value delivery network (partnering with specific
suppliers and distributors) is to call it a ________.
teamwork group
cabal
domestic power center
link to relationships
supply chain
The key to utilizing organizational core competencies is to ________ that make up
the essence of the business.
make the competencies pay for themselves
own all intermediaries who come in contact with your goods and services
own and nurture the resources and competencies
emphasize global promotions
segment workforces
We can say that a ________ has three characteristics: (1) It is a source of
competitive advantage in that it makes a significant contribution to perceived
customer benefits, it has applications in a wide variety of markets, and (3) it is
difficult for competitors to imitate.
core competency
business strategy
core technology
strategic business unit
winning strategy
Core competencies tend to refer to areas of special technical and production
expertise, where ________ tend to describe excellence in broader business processes.
process benchmarks
distinctive capabilities
core business values
value statements
mission statements
George Day sees market-driven organizations as excelling in three distinctive
capabilities: ________, customer linking, and channel bonding.
target marketing
market research
fulfilling customer needs
market sensing
customer service relationships
Competitors find it hard to imitate companies such as Southwest Airlines, Dell, or
IKEA because they are unable to copy their ________.
product innovations
distribution strategy
pricing policies
activity systems
logistics system
One conception of holistic marketing views it as ―integrating the value exploration,
________, and value delivery activities with the purpose of building long-term,
mutually satisfying relationships and co-prosperity among key stakeholders.‖
value creation
value proposition
value management
value research
value chain
Holistic marketers achieve profitable growth by expanding customer share,
________, and capturing customer lifetime value.
undermining competitive competencies
building customer loyalty
milking the market for product desires
renewing a customer base
inspecting all market share data
The holistic marketing framework is designed to address three key management
questions. Which of the following is one of those questions?
Value claims—how does the company deal with value erosion?
Value proposition—how can value propositions be made profitable?
Value chain—are there weak links in the company’s value chain
Value network—how can a company effectively network?
Value exploration—how can a company identify new value opportunities?
The customer‘s ________ reflects existing and latent needs and includes dimensions
such as the need for participation, stability, freedom, and change.
competence space
resource space
emotional space
relationship space
cognitive space
The company‘s ________ can be described in terms of breadth—broad versus
focused scope of business; and depth—physical versus knowledge-based
capabilities.
business mission
core strategy
cognitive space
competency space
resource space
The collaborator‘s ________ involves horizontal partnerships, where companies
choose partners based on their ability to exploit related market opportunities, and
vertical partnerships, where companies choose partners based on their ability to
serve their value creation.
resource space
competency space
cognitive space
rational space
service space
Business realignment may be necessary to maximize core competencies. Which of
the following would be one of the steps in this realignment process?
Reviewing all macro relationships.
Reviewing global outreach projections.
Redefining the business concept (the ―big idea‖).
Reviewing successes from e-commerce (if any).
Revamping the ethics statement.
________ allows the company to discover who its customers are, how they behave,
and what they need or want. It also enables the company to respond appropriately,
coherently, and quickly to different customer opportunities.
Network management
Strategic management
Marketing management
Customer relationship management
Total quality management
To respond effectively and provide value delivery, the company requires ________
to integrate major business processes (e.g., order processing, general ledger, payroll,
and production) within a single family of software modules.
human resource management
internal auditing management
internal resource management
strategic management
marketing management
With respect to value delivery, ________ allows the company to handle complex
relationships with its trading partners to source, process, and deliver products.
a value matrix
a global distribution policy
a business development strategy
business partnership management
total quality management
Successful marketing requires having capabilities such as understanding ________,
creating customer value, delivering customer value, capturing customer value, and
sustaining customer value.
customer loyalty
customer perks
customer retention
customer value
customer benefits
According to a McKinsey research study, which of the following is one of the main
challenges that marketing must face in the twenty-first century?
The threat of ethics-based lawsuits.
Doing more with less.
Hostile takeover attempts.
Increasing control by big government.
Being independent of the distribution process.
Strategic planning in the twenty-first century calls for action in three key areas.
Which of these key areas deals specifically with devising a long-term game plan for
achieving long-run objectives?
Creating a viable business opportunity.
Producing a strategic fit.
Developing an investment portfolio.
Expanding core competencies.
Establishing a strategy.
Most large companies consist of four organizational levels: the ________, the
division level, the business unit level, and the product level.
board of director level
major stakeholder level
management team level
corporate level
strategic level
The ________ is the central instrument for directing and coordinating the
marketing effort.
strategic plan
marketing plan
tactical plan
customer value statement
corporate mission
The ________ lays out the target markets and the value proposition that will be
offered, based on an analysis of the best market opportunities.
organizational plan
strategic marketing plan
corporate tactical plan
corporate mission
customer value statement
In which of the following plans would wemost likely find directions for
implementing and addressing daily challenges and opportunities in product
features, promotion, merchandising, pricing, sales channels, and service areas.
The tactical marketing plan.
The target marketing plan.
The deployment plan.
The product launch plan.
The product development plan.
If you wanted to find out more about target markets and the organization‘s value
proposition, which of the following types of plans would most likely contain
information that might be useful to you in your quest?
The marketing plan.
The organizational plan.
The strategic marketing plan.
The tactical marketing plan.
The marketing mix plan.
The ________ process consists of corporate, division, business, and product
planning.
implementing
controlling
innovation
planning
competitive
All corporate headquarters undertake four planning activities, the first of which is
________.
defining the corporate mission
establishing strategic business units and assigning resources (SBUs)
assigning resources to each SBU
assessing growth opportunities
understanding target markets
A clear, thoughtful mission statement provides employees with a shared sense of
purpose, direction, and ________.
profitability
target market feasibility
opportunity
continuous improvement
quality products
Mission statements are at their best when they reflect a ________.
market
strength
competency
vision
value
Which of the following terms matches to the phrase ―it is a single business or
collection of related businesses that can be planned separately from the rest of the
company‖?
Strategic business unit.
Diverse business unit.
Growth business unit.
Niche market unit.
Specialized business unit.
Market-penetration, product-development, and market-development strategies
would all be examples of ________ strategies.
concentric
conglomerate
horizontal
intensive growth
integrative growth
A(n) ________ is when a company might seek new businesses that have no
relationship to its current technology, products, or markets.
concentric strategy
conglomerate strategy
horizontal strategy
intensive growth strategy
integrative strategy
Which of the following terms most closely matches to ―the shared experiences,
stories, beliefs, and norms that characterize an organization‖?
Organizational dynamics.
A business mission.
An ethical/value statement.
Customer relationships.
Corporate culture.
The first step in the business unit strategic-planning process deals with which of the
following?
Goal formulation.
Business mission.
Strategy formulation.
Program formulation.
SWOT analysis.
When a business gets to know market segments intimately and pursues either cost
leadership or differentiation within the target segment it is referred to as a
________.
defined strategy
focused strategy
value-added strategy
competitive advantage strategy
customer-focused strategy
If a firm pursues a ________ strategy, it must be good at engineering, purchasing,
manufacturing, and physical distribution.
differentiation
overall cost leadership
focus
domestic customer relationship
market share
To keep their strategic alliances thriving, corporations have begun to develop
organizational structures to support them and have come to view the ability to form
and manage partnerships as core skills. This is called ________.
value managed partnership
synergistic partnership
centralized partnership
partner relationship management
win-win relationship management
Traditionally, most businesses focused on stockholders. Today, the focus is on what
are called ________.
stakeholders
partners
regulators
consumer triads
supply-chain relationships
A ________ is a written document that summarizes what the marketer has learned
about the marketplace and indicates how the firm plans to reach its marketing
objectives.
strategic plan
marketing plan
sales plan
target market plan
competitive analysis plan
Which of the following permits senior management to grasp the marketing plan‘s
major thrust?
The situation analysis.
The marketing strategy.
The executive summary and table of contents.
Financial projections.
Implementation and controls.
Most marketing plans cover ________.
one year
two years
three years
four years
five years
The most frequently cited shortcomings of current marketing plans, according to
marketing executives, are lack of realism, insufficient competitive analysis, and a
________ focus.
long-term
profit
short-run
product
price
Which of the following is a controllable factor for marketers?
Select correct option:
Competition
Technology
Corpore culture
Economy
A firm is developing a new product and has placed the advertisement of the
product. The firm is at which stage of the new product development process?
Commercialization
Concept development
Beta testing
Business Analysis
Relationship marketing is also known as:
Brand marketing
Value marketing
Loyalty marketing
Experiential marketing
The loyalty marketing focuses on establishing long term relationship between:
Select correct option:
Company and retailer
Retailer and customer
Retailer and consumer
Company and customer
Which of the following is NOT an objective of discounts?
Reward valuable customers
Reward competitors
Move out-of-date stock
Increase short-term sales
3/10 net 30 is an example of which of the following?
Seasonal discount
Trade discount
Quantity discount
Cash discount
Market price is also known as:
Effective price
List price
Retail price
Wholesaler price
Which of the following best describes 3/10 net 40 ROG?
The buyer must pay within 10 days of receipt of goods but will receive 3% discount if
paid in 10 days
The buyer must pay within 3 days of receipt of goods but will receive 10% discount if
paid in 40 days
The buyer must pay within 10 days of receipt of goods but will receive 3% discount if
paid in 40 days
The buyer must pay within 40 days of receipt of goods but will receive 3% discount
if paid in 10 days
Which of the following is also known as accumulation discounts?
Trade discount
Non-cumulative quantity discount
Cumulative quantity discount
Quantity discount
A company is providing warehousing facility to its channel members. The company
is using which of the following?
Seasonal discount
Trade discount
Quantity discount
Cash discount
Which of the following firms emphasizes on product‘s benefits to the customers
rather product attributes?
Product oriented
Market oriented
Sales oriented
Production oriented
Which of the following is NOT a technique of measuring customer satisfaction and
monitoring customer‘s complaint?
Customer complaints database
Web and telephone information hotlines
Exit interviews
Business analysis
The phenomenon, when a customer dislikes a product and talks against the product,
is termed as:
Propaganda
Unfavorable environment
Bad mouth
Bad impression
Products that are usually purchased due to adversity and high promotional back up
rather than desire are called:
Sought goods
Unique goods
Unsought goods
Preferred goods
A customer requirement about any product in which he/ she needs to avail core
features in that product, is called:
Real need
Stated need
Unstated need
Delighted need
Which of the following is NOT an aggressiveness strategy?
Harvesting
Building
Intensification
Holding
Which of the following is NOT a type of innovation strategy?
Pioneers
Challengers
Close followers
Late followers
Customer‘s viewpoint on a firm‘s products and services can be improved through:
Experiential world of customers
Experiential innovation
Customer interface
Which of the following is Not a component of a marketing plan?
Marketing advantages
Environmental analysis
Executive summary
Marketing implementation
The _____ is the central instrument for directing and coordinating the marketing
effort.
Select correct option:
Business plan
Production plan
Market plan
Selling plan
Which of the following is NOT an example of variable cost?
Rent of factory
Raw material
Power
Transport
Warehousing facility to channel members is an example of:
Seasonal discount
Trade discount
Quantity discount
Cash discount
Which of the following is included in task environment?
Economy
Technology
Media
Promotion
Which of the following is NOT a part of consumer adoption process?
Convenience
Trail
Evaluation
Interest
Which of the following gives the exact position of a company‘s product with respect
to market?
Market analysis
Consumer analysis
Macro analysis
Micro analysis
Which of the following is NOT included in product decisions?
Styling
Brand name
Warehousing
Packaging
Which of the following consists of short-term incentives to encourage the purchase
or sale of a product or service?
Publicity
Sales promotion
Advertising
Direct marketing
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 country?
Internet
Electronic media
Mass media
Publicity
Which of the following sets floor for the price that company can charge for its
product?
Product
Premium
Promotion
Cost
Market –oriented firms focus on:
Retailers
Distributors
Customers
Wholesalers
Product planners need to think about products and services on three levels. Each
level adds more customer value. The most basic level is the _____, which addresses
the question, ―What is the buyer really buying?‖
Augmented product
Actual product
Core benefit
Specialty product
Which of the following is a strategic planning method that some organizations use to
make flexible long-term plans?
Monitoring
Forecasting
Scenario planning
Guerrilla marketing
Which of the following is a reduced price marked on the label or package by
producer?
Coupon
Price-pack deal
Sample
Cents-off deal
Which one of the following BEST describes the human need?
Select correct option:
Food
French-fries
Burger
Pizza
A customer requirement about any product in which he/ she needs to avail core
features in that product, is called:
Real need
Stated need
Unstated need
Delighted need
Which of the following is NOT a sales promotion technique?
Coupons
Telephone surveys
Samples
Contests
Which of the following is NOT an advantage of penetration pricing?
It creates high stock turnover
It encourages the entry of competitors
It creates valuable word of mouth
It creates goodwill
Which of the following is NOT an example of fix cost?
Depreciation of building
Maintenance of equipment
Rent of factory
Power
Product planners need to think about products and services on three levels. Each
level adds more customer value. The most basic level is the _____, which addresses
the question, ―What is the buyer really buying?‖
Augmented product
Actual product
Core benefit
Specialty product
Which of the following is a strategic planning method that some organizations use to
make flexible long-term plans?
Monitoring
Forecasting
Scenario planning
Guerrilla marketing
Which of the following is a reduced price marked on the label or package by
producer?
Coupon
Price-pack deal
Sample
Cents-off deal
Cost that vary directly with the level of production are referred to as _____.
Fixed cost
Unit cost
Total cost
Variable cost
Which of the following is used to test the customer preference about the new
product design?
Concept testing
Conjoint analysis
Beta testing
Business Analysis
Decisions regarding covering area of a product are included in which of the
following marketing strategy of a market plan?
Distribution
Promotion
Pricing
Product
Identify the type of price discrimination that is common in industrial customers.
First degree discrimination
Second degree discrimination
Third degree discrimination
Forth degree discrimination
Many companies prefer to follow rather than challenge the:
Market challenger
Market follower
Market nicher
Market leader
Which of the following is NOT a force in the macro environment?
Cultural
Political
Economic
Supplier
Advertising is used by which of the following?
Business firms
Nonprofit organizations
Professionals
All of the given options
All of the following are the examples of unsought goods EXCEPT:
Course books
Encyclopedia
Funeral plots
Insurance policy
Which of the following are products and services bought by final consumers for
personal consumption? These include convenience products, shopping products,
specialty products, and unsought products.
Material and parts
Consumer products
Industrial products
Capital items
Lipton yellow label has advertised, "get 20% extra tea for the same price". Identify
the type of consumer sales promotion technique used by Lipton yellow label.
Cents-off deal
Price-pack deal
Price deal
Loyalty rewards program
Non-commercial billboards are used by which of the following?
Service providing organizations
Non-profit groups and government
Capital goods producing organizations
Consumer goods producing organizations
Which of the following BEST describes the definition of marketing mix?
The way business distribute the products in the market
The way product are arranged in the stores
The way product is priced
The way business elements are combined to meet the needs of customers
Which of the following is NOT included in business analysis?
Management analysis
Cost analysis
Sales forecast
Profit analysis
Which of the following is a controllable factor for marketers?
Competition
Technology
Corporate culture
Economy
Which of the following has the potential to gain market share and become a star?
Dog
Questions mark
Cash cow
Star
A product is showing rapidly rising sales and profits are also high. Identify the
product is at:
Introduction stage
Growth stage
Maturity stage
Decline stage
Which of the following is NOT a purpose of a marketing plan?
It specifies how resources are to be allocated
It co-ordinates marketing and production activities
It assigns responsibilities, tasks and timing
It assists in management control
Which of the following is NOT a media of advertising?
Direct selling
Newspaper
Radio
Television
Which of the following 4Ps of marketing mix involves decisions regarding channels
coverage, assortments, locations, inventories or transports?
Product
Price
Place
Promotion
All of the following are the forms of sales promotion EXCEPT:
Seller promotions
Trade promotions
Business promotions
Consumer promotions
Financial summary of a marketing plan includes all EXCEPT:
Pro-forma income statement
Month-by-month agenda
Breakeven analysis
Assumptions
Which of the following is NOT a part of consumer adoption process?
Convenience
Trail
Evaluation
Interest
Sales decline in the decline stage of the PLC because of technological advances,
increased competition, and _____.
Shifts in unemployment
Shifts in the economy
Shifts in consumer tastes and preferences
Foreign imports
Core competency guides a firm recombining its abilities in response to demands
from the:
Retailer
Wholesaler
Environment
Supplier
Which of the following is the task of selecting an overall company strategy for long-
run survival and growth?
Mid-term planning
Short-term planning
Annual market planning
Strategic market planning
Insurance service would BEST be described as which kind of a product?
Convenience
Unsought
Specialty
Durable
When any customer does not fully likes the product or talks in favor of the product,
it is known as:
Bad – mouth
Word of mouth
Bad impression
Unfavorable products
Which of the following is usually the target of a market challenger?
Market nicher
Market leader
Market follower
Market segment
Which of the following is also called an Export market?
Consumer market
Business market
Global market
Government market
Which stage in the PLC normally lasts longer and poses strong challenges to the
marketing managers?
Introduction
Growth
Maturity
Decline
Which of the following is an advantage that enables business to survive against its
competition over a long period of time.
Marketing advantage
Sustainable competitive advantage
Core competency
Competitive advantage
Pictures and specification of product are added in which of the following part of the
marketing plan?
Financial summary
Executive summary
Situation analysis
Appendix
In which stage of the product life cycle does a product reach its peak sales?
Introduction
Growth
Maturity
Decline
Which of the following is NOT included in product decisions?
Styling
Brand name
Warehousing
Packaging
All of the following are the examples of controllable factors EXCEPT:
Line of business
Corporate culture
Overall objectives of organizations
Competition in the market
Which of the following is the period when sales become very low and profits drop?
Introduction
Growth
Maturity
Decline
Which of the following tells about the details of the plan?
Title page
Market analysis
Marketing strategy
Executive summary
During which stage of new product development does the firm consider
profitability?
Idea generation
Business analysis
Market testing
Product deveolpment
A brand which cost more than other products is called:
Premium brand
Economy brand
Co-brand
Family brand
Which of the following is the period when sales become very low and profits drop?
Introduction
Growth
Maturity
Decline
Which of the following can be used to improve the customer‘s viewpoint about
firm‘s products and services?
Experiential innovation
Customer interface
Experiential world of customers
Building experiential platform
In the ABSENCE of __________, pricing remains a flexible and convenient way to
adjust the marketing mix.
Experience-curve effects
Strong price competition
Weak price competition
Government price control
Which one of the following statements by a company chairman best reflects the
marketing concept?
We have organized our business to make certain that we satisfy customer needs.
We believe that the marketing department must organize to sell what we produce.
We try to produce only high quality, technically efficient products.
We try to encourage company growth.
The two components of a marketing strategy are _______.
Marketing objectives and promotion
Marketing mix and marketing objectives
Target market and marketing mix
Target markets and promotions
The marketing concept is a philosophy that states that an organization should try to
satisfy customers' needs and at the same time ______.
Increase market share.
Increase sales.
Achieve the organization‘s goals.
Always produce high
When a company adjusts price levels so that it can increase sales volume to levels
that match the organization‘s expenses, it is said to employ a _____pricing
objective.
Market share
Cash flow
Return on investment
Survival
If Planters is concerned that acquiring a taste for its new product, honey-roasted
macadamia nuts, takes time, it should use __________ packaging.
Family
Multiple
Tamper-resistant
Unlabeled
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 manufacturer's brand.
An own label brand
A no-frills brand
A generic brand.
One distinguishing factor between a brand name and a brand mark is that a brand
name is _______
Creates customer loyalty.
Consists of words.
Identifies only one item in the product mix.
Implies an organization's name.
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 ______
Family extension.
Family packaging.
Overall packaging.
Package extension.
The _____ stage of the product life cycle generates most sales revenue for the firm.
Introduction
Growth
Maturity
Decline
The basic role of promotion is _____.
Information
Manipulation
Communication
Interpretation
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.
Advertising
Sales promotion
Personal selling
Publicity
A consumer contest is an example of _____.
Personal selling
Sales promotion
Advertising
Indirect selling
A television advertisement showing the safety features of the Volvo 240 DL would be
best classified as which of the following?
Product advertising
Pioneer advertising
Defensive advertising
Societal marketing
Brands that are promoted through comparative advertising are MOST likely to be
_____.
Market leaders
Brands that are attempting to compete with market leaders
Primarily services rather than tangible goods
Attempting to compete on a non-price basis
Advertising appropriations are largest for which type of product?
Industrial products
Convenience goods
High-priced products
Specialty goods
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 statement of demand elasticity
An identification of cost structure
A breakeven analysis
Identification of a time period for accomplishment
If a product has an inelastic demand and the manufacturer raises its price, _____
Total revenue will increase
Quantity demanded will increase
The demand schedule will shift
The demand will become more inelastic
When marginal cost is equal to marginal revenue, the firm should _____.
Produce more to increase profits
Produce less to decrease total costs
Stop producing additional units to maximize profits
Provide discounts to encourage purchases
Which one of the following pricing policies may result in losing money on the
product?
Price leader
Psychological discounting
Penetration pricing
Special-event pricing
Personal selling tries to achieve three general goals: finding prospects, convincing
prospects to buy, and ___________.
Monitoring new products being developed
Being aware of competitors' sales activities
Avoiding repeat sales.
Keeping customers satisfied
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 __________.
Customer search
Sales preparation
Approaching the customer
Prospecting
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
__________.
Improving listening skills
Overcoming objections
Product demonstrations
Closing the sales encounter
Musharaf, a trained engineer, is a salesperson for a chemical manufacturer. He
provides current customers with advice about a product's characteristics and
applications. He is a _______.
Missionary salesperson
Trade salesperson
Inside order taker
Technical salesperson
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
Order getter
Inside order taker
Field order taker
Trade salesperson
A ___________ audit is used to assess a company's image among the organization‘s
publics or to evaluate the effect of a specific program.
Communications
Social
Environmental
Public Relations
Publicity
In many instances the MOST appropriate way to cope with a negative event that
may lead to negative publicity is to __________.
Discourage news coverage of the event
Deny that the event occurred
Facilitate news coverage
Hire a public relations firm
A marketer uses pioneer advertising to __________.
Promote established brands
Compare brand names
Promote a product in the introductory stage of the life cycle
Introduce a competitive version of the product
Which of the following is the most important consideration when choosing an event
to sponsor?
Consistency in the association between the event and the company's product
The length of the event
When the event occurs
The specific name of the event
__________ is a broad set of communication activities used to create and maintain
favorable relations between the organization and its publics.
Advertising
A press strategy
Public relations
Publicity
A(n) _____ product exceeds customer expectations.
Strategic
Superior
Augmented
Anticipated
_________ comprises of the whole group of benefits the company promises to
deliver.
Marketing promise
Creative offering
Value proposition
Competitive advantage
The 20-80 rules tell marketers about_______________.
The top 80 percent of customers generate 20 percent of the company's profits
The top 20 percent of customers generate 80 percent of the company's profits
The bottom 20 percent of customers generate 80 percent of the company's profits
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 ___________.
Customer relationship management
Data mining
Prospecting
Customer Information management
Customer churn is called __________.
Customer loyalty
Customer defection
Customer relationship
Customer mix
An organized collection of comprehensive information about individual customers
or prospects is called ________________.
Customer database
Marketing database
Business database
Data mine
One problem that can hinder a firm from using CRM effectively is _________.
The assumptions behind CRM may not always be true
Building customer databases can be expensive
Getting everyone in the company to be customer oriented
All of the above
An organization that aims to highlight high quality will offer customers more than
__________ enforced by the courts.
Performance levels
Quality levels
Implied warranties
Prices
The inability of the selling company to match up its offering to the needs of
customer causes the primary reason for new product _____________.
Diversification
Failure
Success
Development
Products that are inventions are known as ______________.
New category entry
An addition to product line
New-to-the-world products
A product improvement
A growth direction through the increase in market share for present product
markets denotes which of the following?
Market penetration
Marketing mix
Market development
Product development
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 country?
Mass media
Print media
Electronic media
Internet
Which of the following is NOT the purpose of mass media?
Advocacy
Journalism
Broadcasting
Entertainment
Which type of media has an advantage of ―mass coverage‖ for promotions?
Newspaper
Radio
Television
Outdoor advertising
Which of the following is NOT used for commercial advertising?
Wall paintings
Billboards
Bus stop benches
Word of mouth
For what purpose advertising slogans are used?
Drawing attention
Marketing communication
Sales promotion
Publicity
In which type of commercial, information is conveyed through television?
Broadcasting
Information
Telecasting
Billboard
Which of the following is a NOT type of sales?
Direct sales
Aggressive sales
Consultative sales
Complex sales
Who is much more knowledgeable about their product or service than the prospect?
Sales person
Manager
Customer
Whole seller
Which of the following is NOT the tactics of negotiation?
Presenting demands
Setting pre-conditions
Declining to speak first
Presenting product
What is the other term used for negotiation?
Loss-win
Win-win
Win-loss
Loss-loss
How marketing manager can develop strategies for each product using information
from sales force management system?
Using communication mix variables
Using marketing mix variables
Using product mix variables
Using promotion mix variables
How an increased productivity create competitive advantage?
It reduces cost
It increases retailers
It increases competitors
It reduces growth
What is an outcome of communication and co-operation between sales personnel?
More productivity
Successful selling
More market growth
Successful team selling
Identify the type of promotion in which companies use celebrities for promotion.
Personal selling
Sales promotion
Publicity
Public relation
Companies are using public relation to support the sales:
In short run only
In long run only
In short and long run
None of the given options
Which of the following is the combination of institutions through which a seller
markets products to the user?
Retailer
Distribution channel
Wholesaler
Logistics organization
Which of the following is readymade business transferred from one place to other?
Whole selling
Retailing
Franchising
Direct selling
What will be the length of distribution channel for perishable goods?
Short
Long
Medium
None of the given options
What is the intention of vertical marketing for retailers and wholesalers?
Reduce cost
Reduce channels
Reduce control
Increase control
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 as:
Corporate VMS
Conventional VMS
Administered VMS
Contractual VMS
All of the following are accurate descriptions of modern marketing today, except
which one?
Marketing is creation of value for customers.
Marketing is customer satisfaction at a profit.
Selling and advertising are synonymous with marketing.
Marketing involves building and managing profitable customer relationships.
None of the above statements is true.
_____ is defined as a social and managerial process by which individuals and
organizations obtain what they need and want through value creation.
Selling
Advertising
Barter
Marketing
None of the above is correct.
_____ refers to sellers being preoccupied with their own products and losing sight of
underlying consumer needs.
Selling myopia
Marketing
Selling
Marketing myopia
Share of customer
When backed by buying power, wants become _____.
Social needs
Demands
Physical needs
Self-esteem needs
Exchanges
_____ are key building blocks for developing and managing customer relationships.
Consumer expectations and customer satisfaction
Customer choices and product offers
Product performance and customer value
Customer value and customer satisfaction
Strategic plans
All of the following phrases reflect the marketing concept, except which one?
We don’t have a Marketing Department, we have a Customer Department.
We make it happen for you.
We stay close to customers.
Putting profits ahead of customer needs is critical to the health of the firm.
Customers are important.
An example of a(n) _____ is when a customer pays Circuit City $250 and receives a
television set in return.
Exchange
Transaction
Market
Segment
Scam
_____ is the set of actual and potential buyers of a product.
A market
An audience
A group
A segment
An exchange
Society and culture shape the basic form of human needs called _____.
Needs
Wants
Demands
Value
An exchange
Central to any definition of marketing is _____.
Demand management
Transactions
Customer relationships
Making a sale
Making a profit
Company‘s or brand‘s reliability, competitive prices, quality and reliability, and an
effective sales force are required to deal with _______________market.
Consumer
Business
Global
Governmental
A small retailer lies under the _______________ environment.
Task
Broad
Weak
Competitive
Core Competency:
provides potential access to a wide variety of markets
increases perceived customer benefits
both of the given options
none of the given options
The JEO Films‘ investment in film ―Khuda Ke Liye‖ is an example of:
Product concept
Production concept
Marketing concept
All of the given options
The phrase ―marketing decisions must be carefully monitored as a whole‖ is
concerned with _______________ part of the broad environment.
Monitoring
Flexibility
Research & Development
None of the given options
When the customer asks a specific product from the retailer, it can be an impact of
_______________.
Demand Pull Strategy
Cost Pull Strategy
Demand Push Strategy
Product Line Strategy
Which one of the followings is not a part of the Marketing Plan?
Executive summary
Implementation
Salutation
Appendix
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 leader
Market follower
Market challenger
Market nicher
When a company upgrade its brand with more signs and appearance under the
same price for capturing more target costumers, is best under the:
Cost leadership strategy
Differentiation strategy
Promotional strategy
Scenario planning
Warranty and installations are the parts of:
Specialty Goods
Core product
Tangible Product
Augmented Product
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 _______.
Consumer market
Business market
Niche market
Global market
The relationship is built with a customer over a long period of time and for a long
time is called ____
Customer experience management
Consumer life time value
Customer life time value
Consumer experience management
The firm that allow the wants and needs of customers and potential customers to
drive all the firm‘s strategic decision is known as _________
Marketing oriented firm
Customer oriented firm
Consumer oriented firm
All of above
_______________a form of marketing that puts particular emphasis on building a
longer- term, more intimate bond between an organization and its individual
customers.
Integrated marketing
Relationship marketing
Global marketing
Consumer marketing
__________ is the part of the product in the form of additional consumer services
and benefits built around the core product and actual product
Consumer product or service
Tangible product or service
Augmented product or service
All of above
The ____________includes the immediate actors involved in producing,
distributing, and promoting the offering.
Task environment
Broad environment
Marketing environment
Customer environment
____________ is the set of marketing tools that the firm uses to pursue its
marketing objectives in the target market.
Consumer mix
Product mix
Customer mix
Marketing mix
The ___________ concept holds that the organization‘s 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 consumer‘s and the society‘s well-being.
Integrated marketing
Relationship marketing
Societal marketing
Global marketing
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 __________
Innovation Strategies
Horizontal integration
Vertical integration
Market dominance strategies
__________ is a strategic planning method that some organization uses to make
flexible long-term plans.
Scenario Planning
Market planning
Customer planning
Consumer planning
Company‘s or brand‘s reliability, competitive prices, quality and reliability, and an
effective sales force are required to deal with _______________market.
Consumer
Business
Global
Governmental
A small retailer lies under the _______________ environment.
Task
Broad
Weak
Competitive
Core Competency:
provides potential access to a wide variety of markets
increases perceived customer benefits
both of the given options
none of the given options
The JEO Films‘ investment in film ―Khuda Ke Liye‖ is an example of:
Product concept
Production concept
Marketing concept
All of the given options
The phrase ―marketing decisions must be carefully monitored as a whole‖ is
concerned with _______________ part of the broad environment.
Monitoring
Flexibility
Research & Development
None of the given options
When the customer asks a specific product from the retailer, it can be an impact of
_______________.
Demand Pull Strategy
Cost Pull Strategy
Demand Push Strategy
Product Line Strategy
Which one of the followings is not a part of the Marketing Plan?
Executive summary
Implementation
Salutation
Appendix
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 leader
Market follower
Market challenger
Market nicher
When a company upgrade its brand with more signs and appearance under the
same price for capturing more target costumers, is best under the:
Cost leadership strategy
Differentiation strategy
Promotional strategy
Scenario planning
Warranty and installations are the parts of:
Specialty Goods
Core product
Tangible Product
Augmented Product
A fundamental part of the distribution function is to get the product:
To the right place at the right time
Launched into new markets
To intermediaries
To market to avoid channel conflict
Which of the following is most likely to stimulate customer loyalty?
Coupons
Sweepstakes
Frequent-user incentives
Samples
In many instances the most appropriate way to cope with a negative event that may
lead to negative public relations is to:
Discourage news coverage of the event
Deny that the event occurred
Facilitate news coverage
Hire a public relations firm
Relationships among channel members, i.e. producers, wholesalers and retailers, are
usually:
Short-term commitments
Long-term commitments
Expensive resource commitments
Only minor commitments
Personal selling tries to achieve three general goals: finding prospects, convincing
prospects to buy and __________.
Being aware of competitors' sales activities
Depending on one-sale customers
Avoiding repeat sales
Keeping customers satisfied
It is important to actively listen the other party to:
Select, refine and craft an agreement
Explore their underlying needs
Set your tone
All of the given options
Slow feedback, high costs, and difficulty in measuring effects on sales are
disadvantages of which promotion mix ingredient?
Advertising
Public relations
Sales management
Sales promotion
What source of information is usually effective for moving consumers to the
evaluation stage of the product adoption process?
Salespersons
Mass communication
Personal sources
Consumer advocates
A person, group, or organization that has a meaning it intends and attempts to
share with a receiver or an audience is a:
Medium of transmission
Source
Relay channel
Decoder
The limitations in using publicity-based public relations tools stem primarily from
the fact that:
Publicity is never properly managed by media personnel.
Media personnel consider only unfavorable messages as newsworthy.
It is time-consuming and costly to convince media personnel that the information is
newsworthy.
Media personnel control the content and the timing of the communication.
The _________ is the central instrument for directing and coordinating the
marketing effort
Marketing plan
Strategic marketing plan
Tactical marketing plan
Mission statement
_____ refers to how well the product or service is brought to the customer.
Service differentiation
Design
Delivery
Performance quality
Some products that require the use of other products are called _____ products.
Coordinated
Complementary
Required
Captive
An SBU refers to _________.
Strategic bidirectional unit
Strategic business unit
Statistical business unit
Strategic bipartisan union
SWOT analysis refers to an analysis of a company's _________.
Strategic units; workers; opportunities; technology
Strengths; weaknesses; opportunities; threats
Strengths; weaknesses; opportunities; technology
Systems; weaknesses; operations; threats
The holistic marketing framework is designed to address which three key
management questions?
Segmentation; targeting; positioning
Value exploration; value creation; value delivery
Customer; cost; competition
Participation; stability; freedom
_____ refers to how well the product or service is brought to the customer.
Service differentiation
Design
Delivery
Performance quality
Some products that require the use of other products are called _____ products.
Coordinated
Complementary
Required
Captive
The _____ identifies the product or brand.
Container
Label
Advertisement
Warranty
A(n) _____ product exceeds customer expectations.
Strategic
Superior
Augmented
Anticipated
_________ comprises of the whole group of benefits the company promises to
deliver.
Marketing promise
Creative offering
Value proposition
Competitive advantage
The 20-80 rule tells marketers about_______________.
The top 80 percent of customers generate 20 percent of the company's profits
The top 20 percent of customers generate 80 percent of the company's profits
The bottom 20 percent of customers generate 80 percent of the company's profits
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 ___________.
Customer relationship management
Data mining
Prospecting
Customer Information management
Customer churn is called __________.
Customer loyalty
Customer defection
Customer relationship
Customer mix
An organized collection of comprehensive information about individual customers
or prospects is called ________________.
Customer database
Marketing database
Business database
Data mine
One problem that can hinder a firm from using CRM effectively is _________.
The assumptions behind CRM may not always be true
Building customer databases can be expensive
Getting everyone in the company to be customer oriented
All of the above
An organization that aims to highlight high quality will offer customers more than
__________ enforced by the courts.
Performance levels
Quality levels
Implied warranties
Prices
The inability of the selling company to match up its offering to the needs of
customer causes the primary reason for new product _____________.
Diversification
Failure
Success
Development
Products that are inventions are known as ______________.
New category entry
An addition to product line
New-to-the-world products
A product improvement
A growth direction through the increase in market share for present product
markets denotes which of the following?
Market penetration
Marketing mix
Market development
Product development
Which of the following is a controllable factor for marketers?
Competition
Technology
Corporate culture
Economy
Relationship marketing is also known as:
Brand marketing
Value marketing
Loyalty marketing
Experiential marketing
The loyalty marketing focuses on establishing long term relationship between:
Company and retailer
Retailer and customer
Retailer and consumer
Company and customer
Which of the following is NOT an objective of discounts?
Reward valuable customers
Reward competitors
Move out-of-date stock
Increase short-term sales
Market price is also known as:
Effective price
List price
Retail price
Wholesaler price
Which of the following best describes 3/10 net 40 ROG?
The buyer must pay within 10 days of receipt of goods but will receive 3% discount if
paid in 10 days
The buyer must pay within 3 days of receipt of goods but will receive 10% discount if
paid in 40 days
The buyer must pay within 10 days of receipt of goods but will receive 3% discount if
paid in 40 days
The buyer must pay within 40 days of receipt of goods but will receive 3% discount
if paid in 10 days
Which of the following is also known as accumulation discounts?
Trade discount
Non-cumulative quantity discount
Cumulative quantity discount
Quantity discount
A company is providing warehousing facility to its channel members. The company
is using which of the following?
Seasonal discount
Trade discount
Quantity discount
Cash discount
.
Which of the following firms emphasizes on product‘s benefits to the customers
rather product attributes?
Product oriented
Market oriented
Sales oriented
Production oriented.
Which of the following is NOT a technique of measuring customer satisfaction and
monitoring customer‘s complaint?
Customer complaints database
Web and telephone information hotlines
Exit interviews
Business analysis
The phenomenon, when a customer dislikes a product and talks against the product,
is termed as:
Propaganda
Unfavorable environment
Bad mouth
Bad impression
Products that are usually purchased due to adversity and high promotional back up
rather than desire are called:
Sought goods
Unique goods
Unsought goods
Preferred goods
A customer requirement about any product in which he/ she needs to avail core
features in that product, is called:
Real need
Stated need
Unstated need
Delighted need
Which of the following is NOT an aggressiveness strategy?
Harvesting
Building
Intensification
Holding
Which of the following is NOT a type of innovation strategy?
Pioneers
Challengers
Close followers
Late followers
Customer‘s viewpoint on a firm‘s products and services can be improved through:
experiential world of customers
Experiential innovation
Customer interface
Building experiential platform
Which of the following is not a component of a marketing plan?
Marketing advantages
Environmental analysis
Executive summary
Marketing implementation
The _____ is the central instrument for directing and coordinating the marketing
effort.
Business plan
Production plan
Market plan
Selling plan
Which of the following is NOT an example of variable cost?
Rent of factory
Raw material
Power
Transport
Warehousing facility to channel members is an example of:
Seasonal discount
Trade discount
Quantity discount
Cash discount
Which of the following are the people who purchase new products almost as soon as
the products reach the market?
Innovators
Late majority
Early majority
Late adopters
Which of the following is NOT one of the stages that customers go through in the
process of adopting a new product?
Desire
Awareness
Evaluation
Interest
Which product is MOST likely to be purchased through routine decision making?
Television set
Soft drink
Shirt
Car
Which of the following part of a marketing plan defines the plan‘s financial and
marketing goals in terms of sales volume, market share and profit?
Marketing strategy
Action programs
Issue analysis
Objectives
Which of the following is about managing strategically the customer‘s entire
experience with the product and company?
Customer experience management
Customer retention management
Customer life-time value management
Customer relationship management
Identify the other name for global market.
Consumer market
Import market
Export market
Government market
A seller wants payment from buyer within 10 days of sales (whereas customer can
made payment within 30 days) and offers 4% discount if payment is made within 10
days. What type of cash discount will be suitable?
4/10 net 30
10/4 net 30
10/30 net 4
4/30 net 10
Which of the following is the first step in writing a marketing plan?
Situation analysis
Opportunity and threat analysis
Executive summary
Process engineering skills are required for the successful implementation of which
of the following strategy?
Market segmentation strategy
Market dominance strategy
Differentiation strategy
Cost leadership strategy
Any tangible thing that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need is called:
Service
Product
Demand
Idea
Luxury products, such as Rolex watches, are also known as:
Shopping product
Convenience product
Emergency product
Specialty product
Which of the following is NOT a decision required in commercialization?
Why to launch the product?
How to launch the product?
Where to launch the product?
When to launch the product?
Which of the following is the spread of idea from the source of invention to the
ultimate user or consumers?
Innovation adoption process
Innovation diffusion process
Adoption process
New product recognition
Personal selling tries to achieve three general goals: finding prospects,
convincing prospects to buy, and ___________.
Monitoring new products being developed
Being aware of competitors' sales activities
Avoiding repeat sales.
Keeping customers satisfied
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 copymachines. This process is called __________.
Customer search
Sales preparation
Approaching the customer
Prospecting
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
__________.
Improving listening skills
Overcoming objections
Product demonstrations
Closing the sales encounter
Musharaf, a trained engineer, is a salesperson for a chemical manufacturer. He
provides current customers with advice about a product's characteristics and
applications. He is a _______.
Missionary salesperson
Trade salesperson
Inside order taker
Technical salesperson
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
Order getter
Inside order taker
Field order taker
Trade salesperson
A ___________ audit is used to assess a company's image among the
organization‘s publics or to evaluate the effect of a specific program.
Communications
Social
Environmental
Public Relations
Publicity
In many instances the MOST appropriate way to cope with a negative event that
may lead to negative publicity is to __________.
Discourage news coverage of the event
Deny that the event occurred
Facilitate news coverage
Hire a public relations firm
A marketer uses pioneer advertising to __________.
Promote established brands
Compare brand names
Promote a product in the introductory stage of the life cycle
Introduce a competitive version of the product
Which of the following is the most important consideration when choosing an event
to sponsor?
Consistency in the association between the event and the company's product
The length of the event
When the event occurs
The specific name of the event
__________ is a broad set of communication activities used to create
and maintain favorable relations between the organization and its publics.
Advertising
A press strategy
Public relations
Publicity
The basic role of promotion is _____.
Information
Manipulation
Communication
Interpretation
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.
Advertising
Sales promotion
Personal selling
Publicity
A consumer contest is an example of _____.
Personal selling
Sales promotion
Advertising
Indirect selling
A television advertisement showing the safety features of the Volvo 240 DL would be
best classified as which of the following?
Product advertising
Pioneer advertising
Defensive advertising
Societal marketing
Brands that are promoted through comparative advertising are MOST likely to be
_____.
Market leaders
Brands that are attempting to compete with market leaders
Primarily services rather than tangible goods
Attempting to compete on a non-price basis
Advertising appropriations are largest for which type of product?
Industrial products
Convenience goods
High-priced products
Specialty goods
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 statement of demand elasticity
An identification of cost structure
A breakeven analysis
Identification of a time period for accomplishment
If a product has an inelastic demand and the manufacturer raises its price, _____
Total revenue will increase
Quantity demanded will increase
The demand schedule will shift
The demand will become more inelastic
When marginal cost is equal to marginal revenue, the firm should _____.
Produce more to increase profits
Produce less to decrease total costs
Stop producing additional units to maximize profits
Provide discounts to encourage purchases
Which one of the following pricing policies may result in losing money on the
product?
Price leader
Psychological discounting
Penetration pricing
Special-event pricing
In the ABSENCE of __________, pricing remains a flexible and convenient way to
adjust the marketing mix.
Experience-curve effects
Strong price competition
Weak price competition
Government price control
Which one of the following statements by a company chairman best reflects
the marketing concept?
We have organized our business to make certain that we satisfy customer needs.
We believe that the marketing department must organize to sell what we produce.
We try to produce only high quality, technically efficient products.
We try to encourage company growth.
The two components of a marketing strategy are _______.
Marketing objectives and promotion
Marketing mix and marketing objectives
Target market and marketing mix
Target markets and promotions
The marketing concept is a philosophy that states that an organization should try to
satisfy customers' needs and at the same time ______.
Increase market share.
Increase sales.
Achieve the organization‘s goals.
Always produce high
When a company adjusts price levels so that it can increase sales volume to levels
that match the organization‘s expenses, it is said to employ a _____pricing objective.
Market share
Cash flow
Return on investment
Survival
If Planters is concerned that acquiring a taste for its new product, honey
roasted macadamia nuts, takes time, it should use __________ packaging.
Family
Multiple
Tamper-resistant
Unlabeled
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 manufacturer's brand.
An own label brand
A no-frills brand
A generic brand
One distinguishing factor between a brand name and a brand mark is that a
brand name is _______
Creates customer loyalty.
Consists of words.
Identifies only one item in the product mix.
Implies an organization's name.
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 ______
Family extension.
Family packaging.
Overall packaging.
Package extension.
The _____ stage of the product life cycle generates most sales revenue for the firm.
Introduction
Growth
Maturity
Decline
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 _______.
Consumer market
Business market
Niche market
Global market
The relationship is built with a customer over a long period of time and for a long
time is called ____
Customer experience management
Consumer life time value
Customer life time value
Consumer experience management
The firm that allow the wants and needs of customers and potential customers
to drive all the firm‘s strategic decision is known as _________
Marketing oriented firm
Customer oriented firm
Consumer oriented firm
All of above
_______________a form of marketing that puts particular emphasis on building a
longer- term, more intimate bond between an organization and its individual
customers.
Integrated marketing
Relationship marketing
Global marketing
Consumer marketing
__________ is the part of the product in the form of additional consumer services
and benefits built around the core product and actual product
Consumer product or service
Tangible product or service
Augmented product or service
All of above
The ____________includes the immediate actors involved in
producing, distributing, and promoting the offering.
Task environment
Broad environment
Marketing environment
Customer environment
____________ is the set of marketing tools that the firm uses to pursue its marketing
objectives in the target market.
Consumer mix
Product mix
Customer mix
Marketing mix
The ___________ concept holds that the organization‘s 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 consumer‘s and the society‘s well-being.
Integrated marketing
Relationship marketing
Societal marketing
Global marketing
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 __________
Innovation Strategies
Horizontal integration
Vertical integration
Market dominance strategies
__________ is a strategic planning method that some organization uses to make
flexible long-term plans.
Scenario Planning
Market planning
Customer planning
Consumer planning
All of the following are accurate descriptions of modern marketing today, except
which one?
Marketing is creation of value for customers.
Marketing is customer satisfaction at a profit.
Selling and advertising are synonymous with marketing.
Marketing involves building and managing profitable customer relationships.
None of the above statements is true.
_____ is defined as a social and managerial process by which individuals and
organizations obtain what they need and want through value creation.
Selling
Advertising
Barter
Marketing
None of the above is correct.
_____ refers to sellers being preoccupied with their own products and losing sight of
underlying consumer needs.
Selling myopia
Marketing
Selling
Marketing myopia
Share of customer
When backed by buying power, wants become _____.
Social needs
Demands
Physical needs
Self-esteem needs
Exchanges
_____ are key building blocks for developing and managing customer relationships.
Consumer expectations and customer satisfaction
Customer choices and product offers
Product performance and customer value
Customer value and customer satisfaction
Strategic plans
All of the following phrases reflect the marketing concept, except which one?
We don’t have a Marketing Department, we have a Customer Department.
We make it happen for you.
We stay close to customers.
Putting profits ahead of customer needs is critical to the health of the firm.
Customers are important.
An example of a(n) _____ is when a customer pays Circuit City $250 and receives a
television set in return.
Exchange
Transaction
Market
Segment
Scam
_____ is the set of actual and potential buyers of a product.
A market
An audience
A group
A segment
An exchange
Society and culture shape the basic form of human needs called _____.
Needs
Wants
Demands
Value
An exchange
Central to any definition of marketing is _____.
Demand management
Transactions
Customer relationships
Making a sale
Making a profit
Company‘s or brand‘s reliability, competitive prices, quality and reliability, and an
effective sales force are required to deal with _______________market.
Consumer
Business
Global
Governmental
A small retailer lies under the _______________ environment.
Task
Broad
Weak
Competitive
Core Competency:
provides potential access to a wide variety of markets
increases perceived customer benefits
both of the given options
none of the given options
The JEO Films‘ investment in film ―Khuda Ke Liye‖ is an example of:
Product concept
Production concept
Marketing concept
All of the given options
The phrase ―marketing decisions must be carefully monitored as a whole‖ is
concerned with _______________ part of the broad environment.
Monitoring
Flexibility
Research & Development
None of the given options
When the customer asks a specific product from the retailer, it can be an impact of
_______________.
Demand Pull Strategy
Cost Pull Strategy
Demand Push Strategy
Product Line Strategy
Which one of the followings is not a part of the Marketing Plan?
Executive summary
Implementation
Salutation
Appendix
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 leader
Market follower
Market challenger
Market nicher
When a company upgrade its brand with more signs and appearance under the
same price for capturing more target costumers, is best under the:
Cost leadership strategy
Differentiation strategy
Promotional strategy
Scenario planning
Warranty and installations are the parts of:
Specialty Goods
Core product
Tangible Product
Augmented Product
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 _______.
Consumer market
Business market
Niche market
Global market
The relationship is built with a customer over a long period of time and for a long
time is called ____
Customer experience management
Consumer life time value
Customer life time value
Consumer experience management
The firm that allow the wants and needs of customers and potential customers
to drive all the firm‘s strategic decision is known as _________
Marketing oriented firm
Customer oriented firm
Consumer oriented firm
All of above
_______________a form of marketing that puts particular emphasis on building a
longer- term, more intimate bond between an organization and its individual
customers.
Integrated marketing
Relationship marketing
Global marketing
Consumer marketing
__________ is the part of the product in the form of additional consumer services
and benefits built around the core product and actual product
Consumer product or service
Tangible product or service
Augmented product or service
All of above
The ____________includes the immediate actors involved in
producing, distributing, and promoting the offering.
Task environment
Broad environment
Marketing environment
Customer environment
____________ is the set of marketing tools that the firm uses to pursue its marketing
objectives in the target market.
Consumer mix
Product mix
Customer mix
Marketing mix
The ___________ concept holds that the organization‘s 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 consumer‘s and the society‘s well-being.
Integrated marketing
Relationship marketing
Societal marketing
Global marketing
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
insubsidiaries in different countries is known as __________
Innovation Strategies
Horizontal integration
Vertical integration
Market dominance strategies
__________ is a strategic planning method that some organization uses to make
flexible long-term plans.
Scenario Planning
Market planning
Customer planning
Consumer planning
In the ABSENCE of __________, pricing remains a flexible and convenient way to
adjust the marketing mix.
Experience-curve effects
Strong price competition
Weak price competition
Government price control
Which one of the following statements by a company chairman best reflects the
marketing concept?
We have organized our business to make certain that we satisfy customer needs.
We believe that the marketing department must organize to sell what we produce.
We try to produce only high quality, technically efficient products.
We try to encourage company growth.
The two components of a marketing strategy are _______.
Marketing objectives and promotion
Marketing mix and marketing objectives
Target market and marketing mix
Target markets and promotions
The marketing concept is a philosophy that states that an organization should try to
satisfy customers' needs and at the same time ______.
Increase market share.
Increase sales.
Achieve the organization‘s goals.
Always produce high
When a company adjusts price levels so that it can increase sales volume to levels
that match the organization‘s expenses, it is said to employ a _____pricing objective.
Market share
Cash flow
Return on investment
Survival
If Planters is concerned that acquiring a taste for its new product, honey-roasted
macadamia nuts, takes time, it should use __________ packaging.
Family
Multiple
Tamper-resistant
Unlabeled
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 manufacturer's brand.
An own label brand
A no-frills brand
A generic brand.
One distinguishing factor between a brand name and a brand mark is that a brand
name is _______
Creates customer loyalty.
Consists of words.
Identifies only one item in the product mix.
Implies an organization's name.
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 ______
Family extension.
Family packaging.
Overall packaging.
Package extension.
The _____ stage of the product life cycle generates most sales revenue for the firm.
Introduction
Growth
Maturity
Decline
The basic role of promotion is _____.
Information
Manipulation
Communication
Interpretation
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.
Advertising
Sales promotion
Personal selling
Publicity
A consumer contest is an example of _____.
Personal selling
Sales promotion
Advertising
Indirect selling
A television advertisement showing the safety features of the Volvo 240 DL would be
best classified as which of the following?
Product advertising
Pioneer advertising
Defensive advertising
Societal marketing
Brands that are promoted through comparative advertising are MOST likely to be
_____.
Market leaders
Brands that are attempting to compete with market leaders
Primarily services rather than tangible goods
Attempting to compete on a non-price basis
Advertising appropriations are largest for which type of product?
Industrial products
Convenience goods
High-priced products
Specialty goods
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 statement of demand elasticity
An identification of cost structure
A breakeven analysis
Identification of a time period for accomplishment
If a product has an inelastic demand and the manufacturer raises its price, _____
Total revenue will increase
Quantity demanded will increase
The demand schedule will shift
The demand will become more inelastic
When marginal cost is equal to marginal revenue, the firm should _____.
Produce more to increase profits
Produce less to decrease total costs
Stop producing additional units to maximize profits
Provide discounts to encourage purchases
Which one of the following pricing policies may result in losing money on the
product?
Price leader
Psychological discounting
Penetration pricing
Special-event pricing
Personal selling tries to achieve three general goals: finding prospects, convincing
prospects to buy, and ___________.
Monitoring new products being developed
Being aware of competitors' sales activities
Avoiding repeat sales.
Keeping customers satisfied
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 __________.
Customer search
Sales preparation
Approaching the customer
Prospecting
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
__________.
Improving listening skills
Overcoming objections
Product demonstrations
Closing the sales encounter
Musharaf, a trained engineer, is a salesperson for a chemical manufacturer. He
provides current customers with advice about a product's characteristics and
applications. He is a _______.
Missionary salesperson
Trade salesperson
Inside order taker
Technical salesperson
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
Order getter
Inside order taker
Field order taker
Trade salesperson
A ___________ audit is used to assess a company's image among the organization‘s
publics or to evaluate the effect of a specific program.
Communications
Social
Environmental
Public Relations
Publicity
In many instances the MOST appropriate way to cope with a negative event that
may lead to negative publicity is to __________.
Discourage news coverage of the event
Deny that the event occurred
Facilitate news coverage
Hire a public relations firm
A marketer uses pioneer advertising to __________.
Promote established brands
Compare brand names
Promote a product in the introductory stage of the life cycle
Introduce a competitive version of the product
Which of the following is the most important consideration when choosing an event
to sponsor?
Consistency in the association between the event and the company's product
The length of the event
When the event occurs
The specific name of the event
__________ is a broad set of communication activities used to create and maintain
favorable relations between the organization and its publics.
Advertising
A press strategy
Public relations
Publicity
_________ comprises of the whole group of benefits the company promises to
deliver.
Marketing promise
Creative offering
Value proposition
Competitive advantage
The 20-80 rules tell marketers about_______________.
The top 80 percent of customers generate 20 percent of the company's profits
The top 20 percent of customers generate 80 percent of the company's profits
The bottom 20 percent of customers generate 80 percent of the company's profits
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 ___________.
Customer relationship management
Data mining
Prospecting
Customer Information management
Customer churn is called __________.
Customer loyalty
Customer defection
Customer relationship
Customer mix
An organized collection of comprehensive information about individual customers
or prospects is called ________________.
Customer database
Marketing database
Business database
Data mine
One problem that can hinder a firm from using CRM effectively is _________.
The assumptions behind CRM may not always be true
Building customer databases can be expensive
Getting everyone in the company to be customer oriented
All of the above
An organization that aims to highlight high quality will offer customers more than
__________ enforced by the courts.
Performance levels
Quality levels
Implied warranties
Prices
The inability of the selling company to match up its offering to the needs of
customer causes the primary reason for new product _____________.
Diversification
Failure
Success
Development
Products that are inventions are known as ______________.
New category entry
An addition to product line
New-to-the-world products
A product improvement
A growth direction through the increase in market share for present product
markets denotes which of the following?
Market penetration
Marketing mix
Market development
Product development
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 country?
Mass media
Print media
Electronic media
Internet
Which of the following is NOT the purpose of mass media?
Advocacy
Journalism
Broadcasting
Entertainment
Which type of media has an advantage of ―mass coverage‖ for promotions?
Newspaper
Radio
Television
Outdoor advertising
Which of the following is NOT used for commercial advertising?
Wall paintings
Billboards
Bus stop benches
Word of mouth
For what purpose advertising slogans are used?
Drawing attention
Marketing communication
Sales promotion
Publicity
In which type of commercial, information is conveyed through television?
Broadcasting
Information
Telecasting
Billboard
Which of the following is a NOT type of sales?
Direct sales
Aggressive sales
Consultative sales
Complex sales
Who is much more knowledgeable about their product or service than the prospect?
Sales person
Manager
Customer
Whole seller
Which of the following is NOT the tactics of negotiation?
Presenting demands
Setting pre-conditions
Declining to speak first
Presenting product
What is the other term used for negotiation?
Loss-win
Win-win
Win-loss
Loss-loss
How marketing manager can develop strategies for each product using information
from sales force management system?
Using communication mix variables
Using marketing mix variables
Using product mix variables
Using promotion mix variables
How an increased productivity create competitive advantage?
It reduces cost
It increases retailers
It increases competitors
It reduces growth
What is an outcome of communication and co-operation between sales personnel?
More productivity
Successful selling
More market growth
Successful team selling
Identify the type of promotion in which companies use celebrities for promotion.
Personal selling
Sales promotion
Publicity
Public relation
Companies are using public relation to support the sales:
In short run only
In long run only
In short and long run
None of the given options
Which of the following is the combination of institutions through which a seller
markets products to the user?
Retailer
Distribution channel
Wholesaler
Logistics organization
Which of the following is readymade business transferred from one place to other?
Whole selling
Retailing
Franchising
Direct selling
What will be the length of distribution channel for perishable goods?
Short
Long
Medium
None of the given options
What is the intention of vertical marketing for retailers and wholesalers?
Reduce cost
Reduce channels
Reduce control
Increase control
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 as:
Corporate VMS
Conventional VMS
Administered VMS
Contractual VMS
Personal interviews conducted in shopping malls are known as:
Mall interviews
Mall intercept interviews Brief interviews
None of the given options
WATS lines provided by long distance telephone service at fixed rates. In this
regard, WATS is the abbreviation of:
West Africa Theological Seminary
Washtenaw Area Transportation Study
Wide Area Telecommunications Service
World Air Transport Statistics
A list of questions which is handed over to the respondent, who reads the questions
and records the answers himself is known as the:
Interview schedule
Questionnaire Interview guide
All of the given options
One of the most critical stages in the survey research process is:
Research design
Questionnaire design
Interview design
Survey design
Question that consists of two or more questions joined together is called
Double barreled question General question
Accurate question
Confusing question
The number of questionnaires returned or completed divided by the total number of
eligible people who were contacted or asked to participate in the survey is called the:
Response rate Participation rate
Inflation rate
None of the given options
To obtain the freest opinion of the respondent, when we ask general question before
a specific question then this procedure is called as the:
Research technique
Qualitative technique
Funnel technique Quantitative technique
A small scale trial run of a particular component is known as:
Pilot testing
Pre-testing
Lab experiments
Both A & B
Field testing of the questionnaire shows that:
Respondents are willing to co-operate Respondents are not willing to co-operate
Respondents do not like any participation
All of the given options
Service evaluation of hotels and restaurants can be done by the:
Self-administered questionnaires Office assistant
Manager
None of the given options
Persil is the best selling laundry detergent in the UK. When Lever Bros. used the
Persil brand name for its washing up liquid it was adopting ------ policy.
an individual branding
an overall family branding
a line family branding
a brand extension branding
Firms that use ----- are less likely to damage their reputations if a new product fails.
individual branding
overall family branding
line family branding
brand extension branding
Which of the following is NOT a desirable feature for a brand name?
it can facilitate the introduction of new products
it can become used as the generic name for all products in the category
it can make it possible for the firm to engage in non price competition
it can help develop brand loyalty amongst buyers
Which of the following is an example of a manufacturers brand?
Sainsbury wines
Matsui televisions
Yessica dresses
Flymo lawnmowers
Andrex toilet tissue is a __________ for Kimberly-Scott Corporation.
trade name
trade mark
brand name
brand mark
The Nike swoosh that is prominent on all of the firm's packaging, products, and
advertising is a:
trade name
trade mark
brand name
brand mark
Own label brands are initiated and owned by
manufacturers only.
manufacturers and retailers.
wholesalers only.
manufacturers and wholesalers.
wholesalers or retailers.
The major characteristic of own label brands is that
only retailers initiate and own the brand.
manufacturers are not identified on the product.
producers become involved with the marketing mix.
producers are identified on the product.
At one time, generic brands represented about 10 percent of all retail grocery sales.
Today they account for
considerably less.
considerably more
about the same.
Dakotah, a South Dakota-based producer and marketer of fine home furnishings,
authorized Dan River Mills to produce and market a line of sheets under
the Dakotahname. This arrangement is an example of
brand extension.
brand licensing.
family branding
individual branding.
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
family extension.
family packaging.
overall packaging.
package extension.
Marketers should view packaging as a major strategic tool, especially for
consumer convenience products.
consumer shopping products.
industrial products.
specialty products.
The spray bottle for Windowlene glass cleaner could be considered a secondary-use
package because
its shape is ideal for multiple-unit packaging.
glass cleaner works on chrome as well as glass.
customers can reuse it for other purposes.
it has a shape similar to other glass cleaner bottles.
__________ packaging means that the product is packaged in line with the
packaging practices associated with a particular product category.
Category-consistent
Category-specific
Innovative
Multiple-category
Selective
Multiple packaging is
likely to increase demand.
the same as family packaging.
the most effective type of packaging.
the most expensive type of packaging.
Homepride Foods would probably not want to use multiple packaging for its Royal
baking powder because
the product is used infrequently.
storage would be more difficult.
shelf space could not be maximized.
transport costs would increase.
The package design of a bag of flour would most likely be criticised for being
unsafe to the environment.
unsafe to the user.
deceptive.
functionally deficient.
well suited for multiple-unit packaging.
The label on a soft drink can reads "cool and refreshing." For what reason are these
words used?
To provide information
To encourage multiple purchases
To promote the product
To satisfy legal requirements
Which of the following statements about labeling frozen vegetables is FALSE?
The label can be used to facilitate the identification of a product.
Labels do not have to disclose nutritional information.
Labeling has a descriptive function.
The label can play a promotional function.
The warning label on a pack of Silk Cut cigarettes is included most directly to
satisfy legal requirements.
promote the product.
encourage the proper use of the product.
position the product as being socially responsible.
Which of the following is also known as problem child?
Dogs
Questions marks
Cash cows
Stars
Advertising slogans are often proved to be the most effective means of
_____________ to one or more aspects of a product or products.
Drawing attention
Marketing communication
Publicity
Sales promotion
Which stage in the PLC normally lasts longer and poses strong challenges to
themarketing managers?
Introduction
Growth
Maturity
Decline
Which of the following gives the exact position of a company‘s product with respect
to market?
Market analysis
Consumer analysis
Macro analysis
Micro analysis
Which of the following is NOT a media of advertising?
Direct selling
Newspaper
Radio
Television
While considering the place for a product which of the following is important for
customer.
Communication
Convenience
cost
Which of the following is NOT an external source of idea generation?
Top management
Competitors
Suppliers
Customers
Which of the following is NOT a part of marketing communication mix?
Telemarketing
Public relations
Sales promotion
Advertising
Which of the following are called value maximizers?
Sellers
Customers
Marketers
Manufacturers
Which of the following explains the description of the product?
Brand
Container
Labeling
Packaging
A company is charging different prices to the customers based on the location. It is
known as:
First degree discrimination
Second degree discrimination
Third degree discrimination
Forth degree discrimination
Charging more for a soft drink in a vending machine than in a supermarket is
known as:
Cost-oriented pricing
Price differentiation
Penetration pricing
Price discrimination
Which of the following stage in the PLC is characterized by rapid market
acceptance, increasing sales, and increasing profits?
Introduction
Growth
Maturity
Decline
The consumer products and services with unique characteristics or brand
identification for which a significant group of buyers is willing to make a special
purchase effort are called:
Industrial products
Specialty products
Unsought products
Shopping products
Which of the following is the task of selecting an overall company strategy for long-
run survival and growth?
Mid-term planning
Short-term planning
Annual market planning
Strategic market planning
The purchase of which of the following items is least likely to be affected by
demographic factors?
Car
Furniture
Computer
Sugar
In BCG matrix, products with low market share and low market growth are
referred to as:
Dogs
Question marks
Cash cows
Stars
Which of the following is NOT a function performed by a public relations
department?
Public regulations
Public affairs
Lobbying
Product publicity
Which of the following is TRUE statement?
Selling and marketing are interchangeable
Marketing is a narrow concept
Selling is a part of marketing
Marketing is a part of selling
Manufacturers of shampoos often send out free samples of their products with the
magazines. This illustrate the use of which of the following element of promotional
mix?
Personal selling
Sales promotion
Direct mail
Advertising
The loyalty marketing focuses on establishing long term relationship between:
Company and retailer
Retailer and customer
Retailer and consumer
Company and customer
The price of an executive is:
Premium
Cost
Salary
Wage
Advertising is used by which of the following?
Business firms
Nonprofit organizations
Professionals
All of the given options
Pictures and specification of product are added in which of the following part of the
marketing plan?
Financial summary
Executive summary
Situation analysis
Appendix
Which of the following is Not a component of a marketing plan?
Marketing advantages
Environmental analysis
Executive summary
Marketing implementation
Which of the following is a type of price discrimination in which price varies
according to quantity sold?
Forth degree price discrimination
Third degree price discrimination
Second degree price discrimination
First degree price discrimination
career in sales may offers:
Opportunity for advancement
High earnings
Personal satisfaction
All of the given options
Which of the following marketing channel will be best for selling High Tec
products?
Retailer
Mail order
Selling direct
Wholesaler
Which of the following emphasizes on profit margins rather than revenue?
Market leader
Market challenger
Market nicher
Market follower
A secondary-use package can best be defined as which of the following?
Can be used as a promotional tool
Can be reused for purposes other than its initial use
Facilitates transportation, storage, and handling for middlemen
Is recyclable and environmentally safe
In BCG matrix, products with high market share and high market growth are
referred to as:
Dogs
Question marks
Cash cows
Stars
Which of the following statement is TRUE about publicity?
Publicity is a tool of direct selling
Publicity is a tool of public relations
Publicity is a tool of sales promotion
Publicity is a tool of advertising
Which of the following is NOT included in product decisions?
Styling
Brand name
Warehousing
Packaging
What is an outcome of communication and co-operation between sales personnel?
Successful selling
Successful team selling
More market growth
More productivity
Which of the following is NOT an example of variable cost?
Rent of factory
Raw material
Power
Transport
In the _____, the firm faces a trade-off between high market share and high current
profit.
Introduction stage
Growth stage
Maturity stage
Decline stage
For which of the following price wars are good in the short run?
Retailers
Competitors
Customers
Companies
Why companies are moving towards marketing public relations?
To support production, promotion and image
To promote and support product promotion
To support corporate image and product
To support product promotion and selling
Cash cows are SBU's that typically generate:
Large amounts of cash
A lot of competition
Large awareness levels but few sales
Cost that vary directly with the level of production are referred to as _____.
Fixed cost
Unit cost
Total cost
Variable cost
Which of the following involves designing and manufacturing the container or
wrapper for a product?
Labeling
Branding
Product line
Packaging
Core competency guides a firm recombining its abilities in response to demands
from the:
Retailer
Wholesaler
Environment
Supplier
While considering the place for a product which of the following is important for
customer.
Communication
Convenience
Cost
Solution
Which of the following BEST describes the definition of marketing mix?
The way business distribute the products in the market
The way product are arranged in the stores
The way product is priced
The way business elements are combined to meet the needs of customers
All of the following are the examples of unsought goods EXCEPT:
Course books
Encyclopedia
Funeral plots
Insurance policy
BATNA stands for what?
The best available to a new agreement
The best available to a negotiated agreement
The best alternating to a new agreement
The best alternative to a negotiated agreement
Which of the following relating to price is considered as a key element in the
marketing mix?
The size of the sales force
The speed of an exchange
Quality and cost controls
The generation of total revenue
Which of the following is NOT a force in the macro environment?
Cultural
Political
Economic
Supplier
Which of the following is the sale of consumer products or services in a face to face
manner away from a fixed retail location?
Industrial selling
Indirect selling
Direct selling
Business to business selling
Which type of media has an advantage of ―mass coverage‖ for promotions?
Television
Radio
Newspaper
Direct mail
Price is the only element in the marketing mix that produces:
Fixed cost
Expense
Variable cost
Revenue
Which of the following is the basic role of promotion?
Interpretation
Communication
Manipulation
Information
Which of the following is NOT a type of vertical integration?
Unbalanced vertical integration
Balanced vertical integration
Forward vertical integration
Backward vertical integration
All of the following are the advantages of IMC EXCEPT:
Company will have a success factor
Money will be less spent
Results will be achieved easily
Lack of consistency in the message of company
The highest degree of share of mind is known as:
Mind response
Mind awareness
Top of mind
Mind share
Which of the following sets floor for the price that company can charge for its
product?
Product
Premium
Promotion
Cost
Identify the type of packaging for ice creams.
Primary packaging
Secondary packaging
Transport packaging
Decorative packaging
In the product adoption process, the consumer is stimulated to seek information
about the innovation at which of the following stage?
Interest
Trial
Awareness
Evaluation
Which of the following is an example of indirect selling?
B2B selling
Door-to-door selling
Face-to-face selling
Telemarketing
An event designed to attract the public's attention to the promoters is known as:
Press release
Public relation
Publicity stunt
Publicity
In which of the following the manager attempts to maintain the same margin
regardless of changes in cost?
Stabilization of margin
Increasing the margin
Decreasing the cost
Increasing the cost
Product planners need to think about products and services on three levels. Each
level adds more customer value. The most basic level is the _____, which addresses
the question, ―What is the buyer really buying?‖
Augmented product
Actual product
Core benefit
Specialty product
Which of the following can be used to build up long-term image for a product?
Free samples
Advertising
Coupons
Price packs
Which of the following is a controllable factor for marketers?
Competition
Technology
Corporate culture
Economy
Sales decline in the decline stage of the PLC because of technological advances,
increased competition, and _____.
Shifts in unemployment
Shifts in the economy
Shifts in consumer tastes and preferences
Foreign imports
Which of the following is a major determinant of demand for the product in the
market?
Planning
Promotion
Price
Place
What is the mutual activity of negotiation and decision making?
Compromise seeking
Common objective
Conflict between parties
Presence of influence
Which of the following is also called an Export market?
Consumer market
Business market
Global market
Government market
Which pricing strategy involves a company fixing a low price that high-cost
competitors cannot match?
Skimming
Psychological
Cost-orientated
Penetration
The _____ is the central instrument for directing and coordinating the marketing
effort.
Business plan
Production plan
Market plan
Selling plan
Identify the strategy that deals with the rate of new product development.
Vertical integration
Horizontal integration
Innovation strategy
Aggressiveness strategy
Which of the following aggressive strategy is without direction?
Reactor
Analyzer
Defender
Prospector
Which of the following is NOT a part of consumer adoption process?
Convenience
Trail
Evaluation
Interest
Which of the following offers an incentive to buy a product?
Direct mail
Public relations
Sales promotion
Advertising
ABC Company has introduced a new beverage in the market. The company must
inform customers about the availability and the benefits of the beverage. Identify
the activitiy of marketing mix involved.
Place
Price
Promotion
Product
Which of the following is a strategy of using a successful brand name to launch a
new or modified product in a new category?
Line extension
Co- branding
Brand extension
Multibranding
How TV commercials can catch the attention of customers?
Catchy jingles
Humor
Catch-phrases
All of the given options
In which of the following company specifically creates a brand to counter a
competitive threat?
Fighting brand
Co-brand
Family brand
Individual brand
Identify which one of the following is a cash cow.
A product with high growth and high market share
A product with low growth and high market share
A product with low growth and low market share
A product with high growth and low market share
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 country?
Internet
Electronic media
Mass media
Publicity
A shopkeeper is offering 5% discount to senior citizens. The shopkeeper is using
which of the following:
Forth degree discrimination
Third degree discrimination
Second degree discrimination
First degree discrimination
Which of the following is a reduced price marked on the label or package by
producer?
Coupon
Price-pack deal
Sample
Cents-off deal
Manufacturers of shampoos often send out free samples of their products with the
magazines. This illustrate the use of which of the following element of promotional
mix?
Personal selling
Sales promotion
Direct mail
Advertising
Identify the commercialization decision which involves decisions regarding launch
of product in single or multiple localities?
Why to launch the product?
How to launch the product?
Where to launch the product?
When to launch the product?
Which of the following channel is used for standardized items?
Selling direct
Mail order
Retailer
Wholesaler
The price of which of the following is lower than the cost and is used to drag
customers into a store.
Premium product
Discounted product
On-sale item
Loss leader
Which of the following is considered as dead end of distribution?
Promotion
Warehousing
Wholesaling
Retailing
What will be the average cost per unit if a firm produces 600 units at cost of Rs.120,
000?
50
100
150
200
Buying and selling of mass consumer goods and services comes under which of the
following markets?
Business markets
Global markets
Consumer markets
Government markets
Which of the following is a controllable factor for marketers?
Select correct option:
Competition
Technology
Corpore culture
Economy
A firm is developing a new product and has placed the advertisement of the
product. The firm is at which stage of the new product development process?
Commercialization
Concept development
Beta testing
Business Analysis
Relationship marketing is also known as:
Brand marketing
Value marketing
Loyalty marketing
Experiential marketing
The loyalty marketing focuses on establishing long term relationship between:
Company and retailer
Retailer and customer
Retailer and consumer
Company and customer
Which of the following is NOT an objective of discounts?
Reward valuable customers
Reward competitors
Move out-of-date stock
Increase short-term sales
3/10 net 30 is an example of which of the following?
Seasonal discount
Trade discount
Quantity discount
Cash discount
Market price is also known as:
Effective price
List price
Retail price
Wholesaler price
Which of the following best describes 3/10 net 40 ROG?
The buyer must pay within 10 days of receipt of goods but will receive 3% discount if
paid in 10 days
The buyer must pay within 3 days of receipt of goods but will receive 10% discount if
paid in 40 days
The buyer must pay within 10 days of receipt of goods but will receive 3% discount if
paid in 40 days
The buyer must pay within 40 days of receipt of goods but will receive 3% discount
if paid in 10 days
Which of the following is also known as accumulation discounts?
Trade discount
Non-cumulative quantity discount
Cumulative quantity discount
Quantity discount
A company is providing warehousing facility to its channel members. The company
is using which of the following?
Seasonal discount
Trade discount
Quantity discount
Cash discount
Which of the following is NOT an objective of discounts?
Product oriented
Market oriented
Sales oriented
Production oriented
Which of the following is NOT a technique of measuring customer satisfaction and
monitoring customer‘s complaint?
Customer complaints database
Web and telephone information hotlines
Exit interviews
Business analysis
The phenomenon, when a customer dislikes a product and talks against the product,
is termed as:
Propaganda
Unfavorable environment
Bad mouth
Bad impression
Products that are usually purchased due to adversity and high promotional back up
rather than desire are called:
Sought goods
Unique goods
Unsought goods
Preferred goods
A customer requirement about any product in which he/ she needs to avail core
features in that product, is called:
Real need
Stated need
Unstated need
Delighted need
Which of the following is NOT an aggressiveness strategy?
Harvesting
Building
Intensification
Holding
Which of the following is NOT a type of innovation strategy?
Pioneers
Challengers
Close followers
Late followers
Customer‘s viewpoint on a firm‘s products and services can be improved through:
Experiential world of customers
Experiential innovation
Customer interface
Building experiential platform
Which of the following is Not a component of a marketing plan?
Marketing advantages
Environmental analysis
Executive summary
Marketing implementation
The _____ is the central instrument for directing and coordinating the marketing
effort.
Business plan
Production plan
Market plan
Selling plan
Which of the following is NOT an example of variable cost?
Rent of factory
Raw material
Power
Transport
Warehousing facility to channel members is an example of:
Seasonal discount
Trade discount
Quantity discount
Cash discount
Which of the following consists of short-term incentives to encourage the purchase
or sale of a product or service?
Publicity
Sales promotion
Advertising
Direct marketing
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 country?
Internet
Electronic media
Mass media
Publicity
Which of the following sets floor for the price that company can charge for its
product?
Product
Premium
Promotion
Cost
Product planners need to think about products and services on three levels. Each
level adds more customer value. The most basic level is the _____, which addresses
the question, ―What is the buyer really buying?‖
Augmented product
Actual product
Core benefit
Specialty product
Which of the following is a reduced price marked on the label or package by
producer?
Coupon
Price-pack deal
Sample
Cents-off deal
Which one of the following BEST describes the human need?
Food
French-fries
Burger
Pizza
A customer requirement about any product in which he/ she needs to avail core
features in that product, is called:
Real need
Stated need
Unstated need
Delighted need
Which of the following is NOT a sales promotion technique?
Coupons
Telephone surveys
Samples
Contests
Which of the following is NOT an advantage of penetration pricing?
It creates high stock turnover
It encourages the entry of competitors
It creates valuable word of mouth
It creates goodwill
Which of the following is NOT an example of fix cost?
Depreciation of building
Maintenance of equipment
Rent of factory
Power
Product planners need to think about products and services on three levels. Each
level adds more customer value. The most basic level is the _____, which addresses
the question, ―What is the buyer really buying?‖
Augmented product
Actual product
Core benefit
Specialty product
Which of the following is a reduced price marked on the label or package by
producer?
Coupon
Price-pack deal
Sample
Cents-off deal
Cost that vary directly with the level of production are referred to as _____.
Fixed cost
Unit cost
Total cost
Variable cost
Which of the following is used to test the customer preference about the new
product design?
Concept testing
Conjoint analysis
Beta testing
Business Analysis
Decisions regarding covering area of a product are included in which of the
following marketing strategy of a market plan?
Distribution
Promotion
Pricing
Product
Identify the type of price discrimination that is common in industrial customers.
First degree discrimination
Second degree discrimination
Third degree discrimination
Forth degree discrimination
Many companies prefer to follow rather than challenge the:
Market challenger
Market follower
Market nicher
Market leader
Which of the following is NOT a force in the macro environment?
Cultural
Political
Economic
Supplier
Advertising is used by which of the following?
Business firms
Nonprofit organizations
Professionals
All of the given options
Which of the following are products and services bought by final consumers for
personal consumption? These include convenience products, shopping products,
specialty products, and unsought products.
Material and parts
Consumer products
Industrial products
Capital items
Lipton yellow label has advertised, "get 20% extra tea for the same price". Identify
the type of consumer sales promotion technique used by Lipton yellow label.
Cents-off deal
Price-pack deal
Price deal
Loyalty rewards program
Non-commercial billboards are used by which of the following?
Service providing organizations
Non-profit groups and government
Capital goods producing organizations
Consumer goods producing organizations
Which of the following BEST describes the definition of marketing mix?
The way business distribute the products in the market
The way product are arranged in the stores
The way product is priced
The way business elements are combined to meet the needs of customers
Which of the following is NOT included in business analysis?
Management analysis
Cost analysis
Sales forecast
Profit analysis
Which of the following is a controllable factor for marketers?
Competition
Technology
Corporate culture
Economy
Which of the following has the potential to gain market share and become a star?
Dog
Questions mark
Cash cow
Star
A product is showing rapidly rising sales and profits are also high. Identify the
product is at:
Introduction stage
Growth stage
Maturity stage
Decline stage
Which of the following is NOT a purpose of a marketing plan?
It specifies how resources are to be allocated
It co-ordinates marketing and production activities
It assigns responsibilities, tasks and timing
It assists in management control
Which of the following is NOT a media of advertising?
Direct selling
Newspaper
Radio
Television
Which of the following 4Ps of marketing mix involves decisions regarding channels
coverage, assortments, locations, inventories or transports?
Product
Price
Place
Promotion
All of the following are the forms of sales promotion EXCEPT:
Seller promotions
Trade promotions
Business promotions
Consumer promotions
Aggressive pricing is associated with which of the following stage of product life
cycle?
Introduction
Growth
Maturity
Decline
All are the performance measure for tracking the productivity of sales person
EXCEPT:
Margin by product category
Revenue per territory
Margin and revenue per product
Revenue per sales person
Which of the following can be used to improve the customer‘s viewpoint about
firm‘s products and services?
Experiential innovation
Customer interface
Experiential world of customers
Building experiential platform
The label on a soft drink can read "cool and refreshing." For what reason are these
words used?
To encourage multiple purchases
To provide information
To promote the product
To satisfy legal requirements
Which of the following is included in task environment?
Economy
Technology
Media
Promotion
Which of the following is NOT a part of consumer adoption process?
Convenience
Trail
Evaluation
Interest
Which of the following gives the exact position of a company‘s product with respect
to market?
Market analysis
Consumer analysis
Macro analysis
Micro analysis
A brand is BEST defined as a
registered design or symbol that is displayed on the product.
related group of words that describe the product.
name, symbol, design, or combination of these that identifies a seller's products.
copyrighted word(s) that give the manufacturer exclusive ownership
name of the manufacturer of the product.
Houghton Mifflin Company is the __________ of the publisher of your marketing
textbook.
trade name
brand mark
trade label
brand
One distinguishing factor between a brand name and a brand mark is that a brand
name
creates customer loyalty.
consists of words.
identifies only one item in the product mix.
implies an organization's name.
__________ brands usually require a producer to become involved in distribution,
promotion, and pricing decisions.
Retailer
Manufacturer
Own label
Wholesaler
St. Michael, the brand of Marks and Spencer, is an example of __________ brand.
a manufacturer
a generic
a wholesaler
an own label
Gallagher market several brands of cigarettes, including Berkeley, Silk Cut and
Bensen & Hedges this is an example of which type of branding policy?
Individual branding
Overall family branding
Line family branding
Brand-extension branding
When a firm uses one of its existing brand names as part of a brand name for an
improved or new product, the branding is called __________.
Individual branding
Overall family branding
Line family branding
Brand-extension branding
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 manufacturer's brand.
an own label brand
a no-frills brand
a generic brand.
When __________ branding is used, all of a firm's products are branded with the
same name or at least part of the name.
individual
trademark
family
selective
extension
Ajax is one of the brand names of Colgate-Palmolive. Ajax bathroom cleaner,
kitchen cleaner and window cleaner exemplify
wholesaler branding.
product brand marks.
line family branding.
individual branding.
The four levels of brands are the tangible product, the basic brand, the potential
brand and the ------- brand.
targeted
augmented
aggregated
positioned
A secondary-use package can best be defined as one that
can be used as a promotional tool.
can be reused for purposes other than its initial use.
facilitates transportation, storage, and handling for middlemen.
is recyclable and environmentally safe.
In packaging a new line of fabric conditioner, Proctor and Gamble would be wise to
avoid the use of which color?
Black
Yellow
Pink
Green
Blue
Some of the major packaging considerations that marketers take into account
include cost, consumer safety, size, shape, color, texture, graphics, consistency in
package designs, environmental responsibilities, and
type of branding supplier.
competitor's packaging.
level of demand.
needs of middlemen.
stimulated demand.
Which one of the following is NOT a benefit of multiple packaging?
Facilitates special price offers
Increases demand
Increases consumer acceptance of the product
Makes handling or storage easier
Provides an overall image of the firm
If Planters is concerned that acquiring a taste for its new product, honey-roasted
macadamia nuts, takes time, it should use __________ packaging.
family
multiple
tamper-resistant
unlabeled
transparent
Labeling is important for three reasons, including promotional and legal reasons.
What is the third reason?
Marketing
Branding
Strategic
Informational
Labeling is important for informational, legal and ----- reasons.
marketing
branding
strategic
promotional
The label on a pack of frozen peas says, 'packed within an hour of picking'. These
words are used to:
to encourage multiple puchases
to provide information
to satisfy legal requirements
for promotional reasons
The UPC is also known as the
price label
product code
bar code
product label
What is a product?
Anything that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a need or want.
Material items
Items purchased by consumers
Items in the business market
Acquisitions
How do consumers see products?
As complex bundles of benefits that satisfy their needs As bundles of benefits
As complex products
As tangible goods
Traditional goods
Identify the two broad classes that products and services fall into based on the types
of consumers that use them.
Needs and wants
First level and second level items
Consumer products and industrial products Augmented products and actual products
Specialty products and convenience products
Identify the three groups of industrial products and services.
Materials and parts, capital items, and supplies and services Unsought products, shopping products, and convenience products
Business products, materials and parts, and unsought products
Raw items, industrial products, and unsought products
Shopping products, unsought products, and manufactured products
What is corporate image advertising?
A tool used to advertise corporations on television
A major tool used to maintain products
A minor tool used by large businesses to advertise new products
A major tool companies use to market themselves to various publics Marketing activities
What does organization marketing consist of?
Activities and personal interviews
Activities undertaken to create, maintain, or change the attitudes and behavior of
target consumers toward an organization Targeting new consumer markets
Identifying organizations, persons, places, and ideas
Developing new product designs
What is total quality management (TQM)?
An approach used to market new products
An approach developed by Kotler
An approach in which all the company's supervisors are involved in constantly improving
the quality of products, services, and business processes
An approach in which all the company's people are involved in constantly
improving the quality of products, services, and business processes An approach used by marketers to identify new market involvements
What is the most distinctive skill of marketers?
Their ability to build and manage their brands Their ability to design new products for specific markets
The ability to identify new clients
The ability of marketers to develop branding techniques
The ability to develop market segments
What is the purpose of the Fair Packaging and Labeling Act of 1966?
To protect companies from lawsuits
To require companies to adhere to federal and state laws regulating labeling To control unit pricing
To identify labels for new products
To identify open dating for labels
What are the four dimensions of a company's product mix?
Width, length, depth and consistency Width, consistency, product line stretching, and length
Width, length, mix dimensions and product mix
Brand equity, width, length, and product mix
Product length, brand equity, differential effect, and width
Product quality is not one of the marketer's major positioning tools.
True
False
Brand names help consumers identify products that might benefit them.
True False
Product safety is not a major packaging concern.
True
False
The Fair Packaging and Label Act was established in 1986.
True
False
There are several reasons for product line filling.
True False
A powerful brand has high brand equity.
True False
Private brands can be hard to establish.
True False
Co-branding does not offer many advantages.
True
False
Line extensions involve some risks.
True False
Companies don't have to worry about managing their brands.
True
False
Market__________focus on narrow segment.
Leader
Challenger
Nichers
None of above
giving away Nokia phone with a Mercedes car is
Premiums
cross promotion
patronage award
all the above
charging different prices for different customers at different markets and at
different times is called
promotional pricing
discriminatory pricing
product mix pricing
geographical pricing
tooth paste tube is an example of
secondary package
primary package
line extension
brand building tool
Mercedes is an expensive, well-built and prestigious car, which also offers the driver
High performance, and safety. From this sentence identify the different levels of
meaning:
Attributes & Benefits
Attributes & Values
Benefits & Values
Culture & Benefits
Al Massa Cinema‘s price for a movie ticket is Dhs 25/- but if a student produces
his/her Identity Card they are given a discount. What type of Pricing Method has Al
Massa Cinema adopted here:
Perceived Value pricing
Psychological Pricing
Promotional Pricing
Discriminatory Pricing
A period of slowdown in sales growth because the product has achieved acceptance
is known as __________
decline
maturity
introduction
growth
_______________ virtually depicts the consumer‘s perception about different
brands & their perceived attributes.
direct marketing
branding
perceptual mapping
none of the above
___________ price is based on competitor‘s price
Percieved value pricing
value pricing
going rate pricing
all the above
___________ includes all the activities that help increasing the awareness of the
product in the minds of consumers
place
price
promotion
product
____________ estimates initial sales ,replacement sales ,repeat sales ,calculates
various costs ,overheads etc & profits.
market testing
product development
business analysis
all of the above
A person‘s __________ consists of all the groups that have a direct (face-to-face) or
indirect influence on the person‘s attitudes or behaviour.
focus group
reference group
memebership group
business group
consumer group
Mixing several tools to deliver a consistent brand image to customers at every brand
contact is known as __________.
customization
customer relationships marketing
customer database
integrated marketing communications
_______ has the aim of building mutually satisfying long term relationships with
key parties – customers, suppliers , distributors – in order to earn and retain their
business.
marketing network
business information system
relationship marketing
direct marketing
The collection of information about external environment
Environmental scanning
sampling
research
All of the above
_____ deals with implementing the marketing strategy for target markets and
marketing mix
Marketing plan
communications
sampling
none of the above
Raw materials, major equipment, component parts and process materials are
example of-
Consumer goods
Industrial goods
Process goods
None of the above
Launching a new product at low price and low level of promotion is –
Slow penetration
Slow skimming
Rapid penetration
Rapid skimming
None of the above
An advertising strategy that a company would use for a product in its maturity
stage –
Reduce in level needed to retain hardcore loyals
Build product awareness among early adopters
Build product awareness and interest in mass market
Stress on brand differences and benefits
None of the above
At Boeing, the all digital development of the 777 aircraft made use of a computer-
generated ―human‖ who would climb inside the 3 dimensional design on-screen to
show how difficult maintenance access would be for a live mechanic. This allowed
the engineers to spot errors that would have remained undiscovered. What stage of
the new product development is Boeing in –
Concept development
Concept screening
Concept testing
Product development
None of the above
Nabisco Foods Company introduced chocolate, cinnamon, and honey versions of
breakfast cereal. However, the consumers didn‘t like the taste so the modified it
again and produced it on a mass scale with the result being worse than before.
Where did this food company go wrong
Their product is in the decline stage
They didn’t advertise properly
They didn’t promote the product
They skipped the testing phase of the product
None of the above
Many consumer packaged-goods companies blame _____ for decreasing product
loyalty, increasing consumer price-sensitivity, brand-quality-image dilution, and a
focus on short-run marketing planning.
reminder advertising
infomercials
persuasive advertising
public relations
sales promotions
Maytag has long built high-quality washing machines and priced them higher than
competitors‘. It now tries to emphasize on innovative features. It new ads points that
the washers are custodians of high priced garments. Which type of pricing is
Maytag using –
Market skimming pricing
Market penetration pricing
Social pricing
Cost recovery pricing
None of the above
In order to select a pricing for a product, after estimating all your costs what would
be the next logical step to take –
Selecting a pricing objective
Analysis of competitors price, costs and offers
Selecting a pricing method
Estimate indirect cost
None of the above
Which one of the below doesn‘t refer to a pricing method –
Geographical pricing
Promotional pricing
Price discounts and allowances
Discriminatory pricing
None of the above
The part of a brand that is pronounceable is called the:
Brand
Brand name
Brand mark
Trademark
The golden arch of McDonald‘s is an example of:
Brand marks
Trade promotions
Brand names
Products
The introduction of diet coke is an example of a:
Brand extension strategy
Repositioning strategy
Product deletion decision
Product distribution strategy
When Disney uses toys in McDonalds kid‘s meals to advertise its latest movie,
Disney is using:
tie-in promotions
prize promotions
point-of-purchase promotions
cross-promotions
When compared to the consumer market, the demand for goods and services in the
business market is:
far more elastic
significantly more constant
derived
more likely to be affected by changes in price
all of the above
Interest rates, demand for products, technological change, social responsibility
concerns, and consumer buying patterns are all examples of _____ influences on
business buyers.
environmental
interpersonal
organizational
entrepreneurial
individual
Forecasting is done always on a continuous basis
true
false
A finance company that offers prospects a toll-free number to call and promises it
can tell them within fifteen minutes if they are eligible for a loan is using ____ as its
services
differentiation strategy
customer training
ordering ease
installation
delivery
distribution
Profits improve substantially during the _____ stage of the product life.
introduction
repositioning
growth
maturity
decline
The stage of the life cycle characterized by low sales, heavy promotion, low profit,
and minimal competition is the _____ stage.
introduction
growth
repositioning
maturity
decline
A firm that wants to attract new triers, reward loyal customers, or increase the
repurchase rate of occasional users would be best served by:
personal selling
direct marketing
advertising
sales promotion
The necessary interaction between service provider and customer that allows a
service to be delivered is called
service exchange
customer contact
Degree of labor intensiveness.
Customer interactivity.
a separate product line or profit center competing with defined sets of competition is
called a strategic business unit
true
false
It took three and a half years of research, and 500 formulas, to develop individually
wrapped peanut butter slices. The difficulty was in finding a formula that
preserved the flavor and texture of peanut butter, but had the "releasability"
required for easy separation from a plastic wrapper. This describes the _____ stage
of new-product development.
idea screening
product development
concept testing
market testing
When Procter & Gamble developed Crest Whitestrips (a teeth whitening system), it
was
not sure that consumers would be willing to pay $44 for the system. So its product
manager offered the strips exclusively online. In eight months, it sold 144,000
whitening kits to a heterogeneous market. P&G used _____ testing to determine if
the teeth whitening system would sell.
market
functional
alpha
rank-order
concept
Which of the following is the BEST example of durable goods?
living room furniture
aluminum cookware
breakfast cereals
computer monitors
all except (c)
Brand equity:
is tied closely to specific product lines
is closely related to the number of customers who are devoted to the brand
reduces the amount of product management effort a company needs to expend
may actually hinder the launching of brand extensions
will be destroyed when the product’s manufacturer launches a premium pricing strategy
Thuraya services of Etisalat shows business communications for every corner of the
earth . This advertisement is based on which appeal
rational
practical
reciprocal
emotional
provocative
The business market differs from the consumer market in that:
businesses acquire goods or services in order to use them for another purpose, while consumers acquire goods or services for personal consumption
businesses acquire all the goods or services for personal consumption, while the
consumer market acquires goods and services solely for other purposes
it is a much smaller market in dollar volume than the consumer market
more product customization takes place in the consumer market
The zoo buys much of the fresh food it needs to feed its animals from a local farm.
As a part of the contract between the two parties, the farm buys all the manure the
zoo can produce for its organic vegetables. This is an example of:indirect
purchasing relationship
marketing
leasing
systems selling
reciprocity
none of the above
The most routine purchase decision process undertaken by business buyers is called
a:
straight rebuy
modified rebuy
new task buy
routine rebuy
direct purchase
The Knoll Textile Manufacturing Company is evaluating potential suppliers of
zippers to be used in a line of children‘s outerwear. The company is concerned
about the delivery reliability, price, and supplier reputation. Knoll is in the _____
phase of the business buying process.
supplier selection
proposal solicitation
product specification
performance review
order-routine specification
which is not a basis of market forecasting
product scale
time scale
space scale
pricing scale
According to the concept of the product life cycle:
products have a limited life
products spend a predetermined amount of time in each stage of the life cycle; this time
span is determined by the product category
most products require the same level of marketing throughout their life cycle
a product’s profits are fixed throughout its life cycle
Several existing products on the market tend to hinder new-product development.
These hindrances include:
fragmented markets
shorter product life cycles
shortage of ways to improve or modify certain products
faster required developmental time
all of the above
___________is a buying situation in which the purchasing department reorders on a
routine situation?
Modified Rebuy
Straight Rebuy
Direct Purchasing
New Task
HSBC bank adopts marketing concept, which of the philosophies is appropriate
from the following
Customer is always right
Profit is our sole motto
Selling goods at any cost
All the above
_______are people who decide on product requirement or on suppliers in the
business buying process?
Initiators
Deciders
Approvers
Gatekeepers
____________is the management process responsible for identifying, anticipating
and satisfying customer‘s requirements profitably?
Marketing Strategy
Marketing Information
Marketing
Marketing Research
__________ decides the various goals and plans that the organization will follow?
International Marketing
Marketing Strategy
Marketing Communication
Marketing Research
Five Ms of advertising are mission, money, media, measurement, and?
Message
Market Testing
Material
Manage
Physical concrete product that you can touch is called as
Core Product
Augmented Product
Tangible Product
Potential Product
Programs aimed at promoting or protecting a company‘s image in the minds of its
publics are collectively called _________
Trade Promotion
Public Advertising
Sales Promotion
Public Relations
Tools Inc. buys hammers, bolts and other hardware items and sells them to
hardware shops at a price that includes a profit. Tools Inc. would be part of what
kind of market?
Reseller
Producer
Institutional
Government
The marketing environment is best described as
Dynamic and changing
Composed of controlled variables
Composed of dependent variables
None of the above
Inelastic demand in industrial markets refers to a situation where
Demand for a given product fluctuates very little over time.
Price increase or decrease will not significantly alter demand for a given product.
Demand for a given product fluctuates wildly over time.
The demand for one product depends heavily on the demand for another product.
Supply for a given product cannot keep up with the demand for it.
The fact that organisational customers purchase raw materials or intermediate
products to be used directly or indirectly in the production of goods and services to
satisfy customers' needs means that it is a _______________demand
Joint
Economically stable
Derived
Inelastic
Which is not one of the '4Ps' in the marketing mix?
Product.
Price.
Place.
Promotion.
Placement.
Levis manufactures jeans for women, men and children. They are adopting which
method of segmenting
psychographic
geographic
use based
demographic
Marketing is practiced by:
Only sales firms.
All organizations to some degree.
Only public firms.
Only profit-oriented firms.
Parents Against Drunk Drivers is a group that organizes meetings and discussions
to change attitudes and laws about driving under the influence of alcohol. This
group primarily markets
goods
ideas
services
political messages
When Campbell's introduced its line of low-sodium soups in response to consumer
demand, it was following which one of the following philosophies?
Selling concept
Production concept
Customer concept
Marketing concept
If Nissan finds that it can engineer its Micra to go faster, regardless of whether or
not customers are interested in more speed, decides to make this faster model,
Nissan has characteristics associated with the ___________ concept.
production
sales
marketing
social
Which action best illustrates a firm‘s commitment to the marketing concept?
The monitoring of consumer satisfaction levels
The firm is having a large advertising budget
The existence of a large sales force
The firm is having a high market share in a niche market
Evaluating marketing performance by comparing it to established standards is part
of:
marketing planning
organising marketing activities
coordinating marketing activities
marketing control
A marketing manager for a small computer manufacturer is analysing the potential
effects of political, legal, social, and economic forces on the firm's operations. The
marketing manager is examining the __________that influence(s) the firm's
strategy.
operating situation
marketing environment
trends
economic conditions
Emirates charges different prices for Business Class, First Class and Economy class.
This type of pricing is called
Discriminatory pricing
Perceived value pricing
Place pricing
None of the above
In what stage of the consumer‘s decision process does a consumer compares with
the competitors‘ product.
Information search
Problem awareness
Evaluation of alternatives
Decision making
.
In a specific strategic market plan, a profit centre that is self-supporting in terms of
sales, markets, production, and other resources is known as:
profit unit.
strategic business unit.
marketing unit.
small business unit.
Eppco. is preparing a written document specifying the framework and actions for
implementing and controlling marketing activities. This document is called the
profit centre.
Profit centre
marketing programme.
strategic business plan.
marketing plan.
Corporate strategy planners are concerned with many different issues as they
attempt to match the organisation's __________ with the opportunities and risks in
the environment.
strengths
mission statement
strategic business units
resources
in seeking to identify new demographic groups who can be encouraged to buy Levi
Strauss products for the first time, the company is pursuing which growth strategy?
Market penetration
Market development
Product development
Diversification
A _______________ consists of consumers who respond in a similar way to a given
set of marketing stimuli.
market segment
market niche
market target
market positioning
The arranging for a product to occupy a clear, distinctive, and desirable place
relative to competing products in the minds of target consumers is called:
market segmentation
market targeting
market positioning
market positioning
Selecting a pricing method depends on which considerations
Costs
Competitors
Price of substitutes
All the above
______________ are runner-up companies that aggressively attack competitors to
get more market share.
Market leaders
Market challengers
Market followers
Market nichers
A major tool of marketing controls is a comprehensive, systematic, independent,
and periodic review of the company's environment, objectives, strategies, and
activities to determine problem areas and opportunities called the:
marketing plan
strategic plan
marketing audit
profitability plan
Costs that vary directly with level of production ________________ are called
Product costs
Total costs
Variable Costs
Fixed costs
Adding a standard markup to the cost of the product is _________________
Value pricing
Value-based pricing
Cost-plus pricing
Breakeven pricing
High product quality & Low price means_________________
Premium strategy
Rip off strategy
Super value strategy
Economy strategy
Low product quality & Low price means_________________
False economy strategy
Rip off strategy
Super value strategy
Economy strategy
Which of the following is NOT a type of discount on price?
Seasonal
Quantity
Trade
Quality
A ________ pricing objective results in prices being set to recover cash as quickly as
possible.
market share
product quality
return on investment
cash flow
For what type of product would you expect demand to increase in greater
proportion than the price fall?
Products with inelastic demand
Products with elastic demand
Products with perfectly elastic demand
Products with unitary demand
_____________ consumers are concerned about brand image of the product
Price-conscious.
Value-conscious.
Prestige-sensitive.
Cost-sensitive.
The steps involved in the process of establishing a price include all of the following
EXCEPT
selecting a pricing strategy.
setting the demand.
developing pricing objectives.
determining competitors' prices.
Charging more for Snickers chocolate bar in a vending machine than in a
supermarket is an example of
value based pricing
differential pricing.
cost-based pricing.
competition-based pricing.
Hertz prices its rental cars to match precisely the prices set by Avis. Hertz is using
competition-based pricing.
cost-based pricing.
demand-based pricing.
reference pricing.
____________is defined as all activities of designing and producing the container for
a product
branding
packaging
labeling
advertising
________________helps in Informing and persuading customers to purchase
products through an interactive relationship in an exchange situation
Personal selling
direct marketing
targeting
segmenting
____________ is a paid form of non-personal representation of goods, ideas or
services
sales promotion
direct marketing
advertising
exhibitions
Which of the following is not an objective of advertising
inform
remind
reinforce
none of the above
The purpose of sales promotion
varies in their specific objectives
it is the same for all type of products
is to reduce manufacturing coast
is to raise the price
an example of psychological pricing would be
20%
300.00
225
299
Channels of Direct Marketing are :
Face to Face Selling.
Direct Mail.
Telemarketing.
All of the above.
If the new product satisfies the market, it will enter a(an) _____, in which sales will
start climbing quickly.
introduction stage
growth stage
maturity stage
decline stage
At some point, a product's sales growth will slow down, and the product will enter
the _____.
introduction stage
growth stage
maturity stage
decline stage
All of the following are characteristics of the growth stage of the product life cycle,
except which one?
The slowdown in sales growth results in many producers with many products to sell.
The early adopters will continue to buy, and later buyers will start following their lead,
especially with favorable word of mouth.
Attracted by opportunities for profit, new competitors will enter the market.
Prices remain where they are or fall only slightly.
Profits increase during the _____ as promotion costs are spread over a large volume
and as unit manufacturing costs fall.
introduction stage
decline stage
maturity stage
growth stage
In the ____, the firm faces a trade-off between high market share and high current
profit.
growth stage
decline stage
maturity stage
introduction stage
Mattel's Barbie is an example of age-defying products. Barbie, both timeless and
trendy, is in the _____ of the PLC.
introduction stage
growth stage
maturity stage
decline stage
Over the past 100 years or so, Binney and Smith's Crayola crayons have become a
household staple in more than 80 countries around the world. Crayola crayons is in
the _____ of the PLC.
introduction stage
maturity stage
growth stage
decline stage
Johnson and Johnson targeted the adult market with its baby powder and shampoo.
In _____, Johnson and Johnson increased the consumption of the current product.
modifying the product
modifying the market
modifying the pricing strategy
modifying the distribution
Mattel's Barbie and Binney and Smith's Crayola crayons are two examples of
products that might have been only _____, but instead were turned into long-term
market winners with plenty of staying power.
fashion products
fads
style products
all of the above
"Pet rocks" are a classic example of a _____.
fashion product
style product
fad
none of the above
When Heinz introduced EZ Squirt packaging and new colors such as Blastin' Green
and Awesome Orange to revitalize consumer buying, the company was _____.
modifying the market
modifying the pricing strategy
modifying the distribution
modifying the product
The WD-40 Company's knack for finding new uses has made this popular substance
one of the truly essential survival items in most homes. WD-40 is in the _____ of the
PLC.
introduction stage
growth stage
maturity stage
decline stage
All of the following are accurate descriptions of different ways companies extend the
maturity stage of the PLC, except which one?
modifying the market
modifying the product
modifying the marketing mix
pruning the product offerings
The product life-cycle stage, in which sales plunge to zero or drop to a low level at
which they continue for many years, is the _____.
introduction stage
growth stage
maturity stage
decline stage
Product sales decline for many reasons, including which of the following?
recent technological advances
shifts in consumer tastes
increased competition
all of the above
Management must decide whether to maintain, harvest, or drop aging products in
the _____ of the PLC.
introduction stage
growth stage
maturity stage
decline stage
All of the following are characteristics of the decline stage of the PLC, except which
one?
As sales and profits decline, some firms withdraw from the market.
Some firms prune their product offerings.
Some firms drop smaller market segments and marginal trade channels.
Some firms modify the market.
All of the following are stages in the PLC, except which one?
introduction
adoption
growth
decline
Soft drink makers, such as Coca-Cola and Pepsi Cola, know very well that their
flagship brands are in the _____ of the PLC. Greater competition, price
markdowns, increase in advertising and sales promotion and, higher R&D budgets,
are characteristics of this stage.
product development
introduction
growth
maturity
Profits begin to slowly decline even before sales begin to drop significantly. This
indicates a product is in the _____ of the PLC.
introduction stage
growth stage
maturity stage
decline stage
All of the following are accurate descriptions of practical problems faced by
marketers using the PLC concept, except which one?
The PLC concept can be used as framework to describe how products and markets
work.
The PLC concept can be used to forecast product performance.
The PLC concept can be used to develop marketing strategies.
The PLC concept can be used to determine the factors that affect the product's movement
through the stages.
In the _____ of the PLC, marketers use increased sales promotion to encourage
brand switching.
introduction stage
product development stage
growth stage
maturity stage
In the _____ of the PLC, marketers price to penetrate the market.
introduction stage
growth stage
maturity stage
product development stage
In the _____ of the PLC, marketers build product awareness among early adopters
and dealers.
growth stage
introduction
maturity stage
decline
The best example of a product(s) towards the end of the maturity stage and/or early
decline stages of the product life cycle is _____.
cellular telephones
high definition television (HDTV)
3.5 inch floppy disks
electric cars
According to the text, all of the following are accurate descriptions of Microsoft,
except which one?
Microsoft has long been regarded as a product innovator.
Microsoft has long been regarded as "a big fat copycat."
Microsoft used its brute force to muscle into dominance of the operating system world.
Microsoft is now innovating at a breakneck pace.
After idea generation and screening, consumers may then be asked to react to the
_____ by answering a few questions.
marketing strategy
product concept
business analysis
product development
Some marketers are finding innovative ways to make _____ more real to consumer
subjects. For example, some are using virtual-reality programs to simulate reality.
ideas
product concepts
business analysis
marketing strategy
Test marketing is not needed normally under the following conditions, except which
one?
When simple line extensions are introduced.
When copies of successful competitor products are marketed.
When management is already confident about the new product.
When introducing a new product requires a big investment.
Introducing a new product into the market requires a lot of investment in time and
money. The company may have to build or rent a manufacturing facility. And it
may have to spend, in the case of consumer packaged goods, between $10 million
and $200 million for advertising, sales promotion and other marketing efforts. The
company is getting ready to go ahead with _____.
idea screening
product development
concept development and testing
commercialization
According to the text, in the _____ of the PLC, there are many _____. A weak
product may take up too much of management's time. It often requires frequent
price and inventory adjustments.
introduction stage; costs
growth stage; hidden costs
maturity stage; hidden costs
decline stage; hidden costs
All of the following are examples of hidden costs in the decline stage of the PLC,
except which one?
A weak product may take up too much of management's time.
Carrying a weak product requires frequent price and inventory adjustments.
Carrying a weak product requires advertising and sales force attention that might be
better used to make "healthy" products more profitable.
Carrying a weak product is not necessarily bad for a firm's future.
Procter and Gamble has sold off a number of lesser or declining brands such as
Oxydol detergent and Jif peanut butter. In these examples, management decided to
_____ the products.
maintain
harvest
drop
none of the above
Often in the decline stage of the PLC, management decides to reduce costs (plant
and equipment, R&D, advertising) and hopes sales hold up. This is an example of
_____ the product.
harvesting
maintaining
dropping
ignoring
Often management may decide to sell a product to another firm or simply liquidate
it at salvage value in the _____ of the PLC.
growth stage
maturity stage
product development stage
decline stage
_____ is the development of original products, product improvements, product
modifications, and new brands through the firm‘s own R&D efforts.
Idea generation
Concept testing
Test marketing
New product development
All of the following are different ways a firm can obtain new products, except which
one?
By acquiring a whole new company
A firm can obtain a new product through patents
A firm can obtain a new product by licensing someone else's new product
A firm can obtain a new product by using the R&D department of other firms in the
same industry.
All of the following are accurate descriptions of reasons why new products fail,
except which one?
Although the market size was correctly estimated, the product idea itself was not
good.
The actual product was not designed as well as it should have been.
The new product was priced too high.
The new product was advertised poorly.
All of the following are accurate descriptions of ways companies are anxious to
learn how to improve the odds of new-product success, except which one?
Find out what successful new products have in common.
To learn lessons from new product failures.
Companies have to learn to understand their own consumers.
Do not overly rely on product innovation when you can succeed by copying others.
New-product development starts with _____.
idea screening
idea generation
concept development and testing
marketing strategy development
_____ is the systematic search for new-product ideas.
Idea generation
Idea screening
Concept development and testing
Marketing strategy development
All of the following are major internal sources of new-product ideas, except which
one?
Picking the brains of company executives, scientists, engineers and salespeople is a good
way to generate ideas.
Intrapreneurial programs that encourage employees to think and develop new-product
ideas is a good way to generate ideas.
Some companies employ creative approaches, including both "method and madness" in
helping them to generate new product ideas.
Good ideas come from watching and listening to customers.
Major sources of new product ideas include _____.
internal sources, using company R&D
creative approaches, using both "method and madness" approaches
watching and listening to customers
all of the above are sources of new product ideas
All of the following are major external sources of new-product ideas, except which
one?
Companies can conduct surveys or focus groups to learn about consumer needs and
wants.
Competitors are a good source of new-product ideas.
Some companies employ creative approaches, including both "method and madness" in
helping them to generate new product ideas.
Good ideas come from watching and listening to customers.
All of the following are accurate descriptions of new product ideas, except which
one?
New product development starts with idea generation.
Some companies use brainstorming exercises that expand people's minds and generate
new ideas around the client's problem.
At the beginning of the process, carefully scrutinize each idea and throw far-fetched
and impractical ones out the window.
Customers must be careful not to rely too heavily on customer input when developing
new products.
Some companies have installed a(n) _____ that directs the flow of new ideas to a
central point where they can be collected, reviewed, and evaluated.
new-product development team
idea management system
computer system
satellite system
In order to install an idea management system, whereby all ideas are directed to a
central point, a company can do any or all of the following:
Appoint a respected senior person to be the firm's idea manager.
Create a cross-functional idea management committee comprising of people form R&D,
finance, engineering and operations to meet and evaluate new product ideas.
Reward employees through formal recognition programs.
All of the above are legitimate ways to systematically collect ideas.
The purpose of _____ is to generate a large number of ideas.
idea screening
idea generation
concept development and testing
marketing strategy development
The first idea reducing stage is _____ , which helps spot good ideas and drop poor
ones as soon as possible.
idea generation
idea screening
concept development and testing
marketing strategy development
A _____ is a detailed version of the idea stated in meaningful consumer terms.
product idea
product concept
product image
test market
A _____ is the way consumers perceive an actual or potential product.
product idea
product concept
product image
test market
An attractive idea must be developed into a _____.
product idea
product concept
product image
test market
All of the following are accurate descriptions of activities performed in the idea
screening stage of new product development, except which one?
Idea screening helps spot good ideas and drop poor ones as soon as possible.
Companies want to go ahead only with the product ideas that will turn into profitable
products.
Many companies require their executives to write up new product ideas on a standard
form that can be reviewed by a new-product committee.
Setting up a toll-free number or Web site for anyone who wants to send a new idea
to the idea manager.
_____ calls for testing new-product concepts with groups of target consumers.
Concept development
Concept testing
Idea generation
Idea screening
_____ entails testing new-product concepts with a target group of consumers to find
out if the concepts have strong consumer appeal.
Concept development
Concept testing
Idea generation
Idea screening
Product concepts are presented to consumers during concept testing in any of the
following ways, except which one?
A word or picture description is presented to consumers.
A concrete and physical presentation of the concept will increase the reliability of the
concept test.
Some companies are using virtual reality to test product concepts.
Companies are reluctant to use the Web to test product concepts.
Designing an initial marketing strategy for a new product based on the _____ is
called marketing strategy development.
new product idea
product concept
test market results
product prototype
The marketing strategy statement in new product development consists of three
parts: _____, _____, and _____.
idea generation; idea screening; concept development
idea generation; concept development; concept testing
idea generation; idea screening; idea management
target market description; planned product positioning; sales, market share, and
profit goals for the first few years.
_____ involves a review of the sales, costs, and profit projections for a new product
to find out whether they satisfy the company's objectives.
Idea generation
Idea screening
Business analysis
Concept development and testing
If a product concept passes the _____, it moves into _____.
business analysis test; product development
concept development stage; product development
concept testing stage; product development
idea generation stage; product development
Once management has decided on a product concept and marketing strategy, it can
next evaluate the _____ of the proposal.
product idea portion
product development part
business attractiveness
commercial viability
In the product concept stage of new-product development, the product is merely a
_____.
word description
crude mock-up
drawing
all of the above
In the _____ of new-product development, often products undergo rigorous tests to
make sure that they perform safely and effectively or that consumers will find value
in them.
business analysis stage
idea generation
concept development and testing stage
product development phase
_____ is the stage of new-product development in which the product and marketing
program are tested in more realistic market settings.
Business analysis
Idea generation
Test marketing
Marketing strategy development
All of the following are accurate descriptions of test marketing, except which one?
Test marketing is the stage at which the product and marketing program are introduced
into realistic market settings.
Test marketing by consumer-packaged goods firms has been increasing in recent
years.
Test marketing costs can be high, and it takes time that may allow competitors to gain
advantages.
Companies often do not test market simple line extensions.
Introducing a new product into the market is called _____.
test marketing
new product development
experimenting
commercialization
A company getting ready to launch a new product must make several decisions.
However, the company must first decide on _____.
whether to launch the product in a single location
whether to launch the product in a region
whether to launch the product into full national or international distribution
timing of the new product introduction
_____ is a new-product development approach in which one company department
works to complete its stage of the process before passing the new product along to
the next department and stage.
Team-based product development
Simultaneous product development
Sequential product development
Product life-cycle analysis
In order to get their new products to market more quickly, many companies are
adopting a faster, team-oriented approach called _____.
sequential product development
simultaneous product development
commercialization
introduction timing
All of the following statements are accurate descriptions of the simultaneous
product development approach to new product development, except which one?
The simultaneous product development approach is also known as collaborative product
development.
Company departments work closely together through cross-functional teams.
Companies assemble a team of people from various departments that stay with the new
product from start to finish.
Companies often pass the new product from department to department in each
stage of the process.
All of the following are accurate descriptions of new-product development
approaches used by companies in the commercialization phase of the process, except
which one?
New-product development teams in the simultaneous approach tend to stay with the new
product from start to finish.
In the simultaneous approach, top management gives the product development team
general strategic direction but no clear-cut product idea or work plan.
In order to get their new products to market more quickly, many companies are
adopting a faster approach called sequential product development.
The simultaneous team-based approach can be riskier and more costly than the slower,
more orderly sequential approach.
All of the following are limitations of the simultaneous team-based approach to new-
product development, except which one?
Superfast product development can be riskier and more costly than the slower, more
orderly sequential approach.
This approach often creates increased organizational tension and confusion.
The objective of this approach is to ensure that rushing a product to market doesn't
adversely affect its quality.
Top management gives the product development team a clear-cut product idea or
work plan.
All of the following statements accurately reflect the requisites of new-product
success, except which one?
Thinking of a few good ideas, turning them into products, and finding customers for
them.
A systematic approach for finding new ways to create value for target consumers, from
generating and screening new-product ideas to creating and rolling out want-satisfying
products to customers.
New-product success requires a total-company commitment.
At firms known for their new-product success, their culture does not encourage,
support, and reward innovation.
_____ begins when the company finds and develops a new-product idea. During
product development, sales are zero and the company's investment costs mount.
Introduction
Growth
Maturity
Product development
_____ is a period of slow sales growth as the product is introduced into the market.
Profits are non-existent in this stage because of the heavy expenses of product
introduction.
Growth
Product development
Maturity
Introduction
_____ is a period of market acceptance and increasing profits.
Product development
Maturity
Growth
Introduction
_____ is the course of a product's sales and profits over its lifetime, involving five
distinct stages: product development, introduction, growth, maturity, and decline.
Product life cycle
Maturity
Growth
Decline
_____ is the period when sales fall off and profits drop.
Introduction
Growth
Maturity
Decline
All of the following are accurate descriptions of the product life cycle concept,
except which one?
The PLC concept can describe a product class.
The PLC concept can describe a product form.
The PLC concept can describe a brand.
Product forms tend to have the longest life cycles.
All of the following are accurate descriptions of the application of the product life
cycle concept, except which one?
The PLC concept can be applied to styles.
The PLC concept can be applied to fashions.
The PLC concept can be applied to fads.
The PLC concept can be applied to all of the above.
All of the following are accurate descriptions of the life cycle of a style product,
except which one?
Style products appear in homes, clothing, and art.
Once a style is invented, it may last for generations.
A style has a cycle showing several periods of renewed interest.
Styles last only a short time and tend to attract only a limited following.
_____ are fashions that enter quickly, are adopted with great zeal, peak early, and
decline very quickly.
Fashion
Fads
Styles
Mature products
The product life-cycle stage in which the new product is first distributed and made
available for purchase is called the _____.
maturity stage
growth stage
introduction stage
decline stage
All of the following are characteristics of the introduction stage of the PLC, except
which one?
Profits are usually negative or low because of low sales.
Profits are usually negative or low because of high distribution and promotion expenses.
Lots of money is needed to attract distributors and build inventories.
Educating the market remains a goal, but now the company must also meet the
competition.
All of the following are accurate descriptions of product launch strategies that are
recommended of market pioneers, except which one?
The product launch strategy must be consistent with the intended product positioning.
The initial strategy is just the first step in a grander marketing plan for the product's entire
life cycle.
Pioneers must avoid sacrificing long-run revenue for the sake of short-run gain.
Pioneers have the best chance of building and retaining market share if they decide
to take risks from the start.
With the ________ heuristic, the consumer sets a minimum acceptable cutoff level
for each attribute and chooses the first alternative that meets the minimum
standard for all attributes.
conjunctive
lexicographic
elimination-by-aspects
primary
secondary
Even if consumers form brand evaluations, two general factors can intervene
between the purchase intention and the purchase decision. One of these is
unanticipated situational factors. What is the second factor?
Amount of purchasing power.
Attitudes of others.
Short-term memory capabilities.
Ability to return merchandise.
The self-concept.
________ risk occurs if the product fails to perform up to expectations.
Physical
Financial
Social
Psychological
Functional
If performance meets consumer expectations, the consumer is ________.
delighted
satisfied
disappointed
surprised
overwhelmed
A key driver of sales frequency is the ________ rate.
product consumption
disposal
refusal
utility
option
The level of engagement and active processing undertaken by the consumer in
responding to a marketing stimulus is called ________.
elaboration likelihood
consumer disengagement
consumer involvement
variety-seeking
low-involvement
If a consumer is persuaded to buy a product by a message that requires little
thought and is based on an association with a brand‘s positive consumption
experiences from the past, the consumer used a ________ to arrive at this purchase
decision.
central route
peripheral route
behavioral route
subjective route
objective route
With the ________, predictions of usage are based on quickness and
ease of use.
availability heuristic
representative heuristic
anchoring heuristic
adjustment heuristic
semantic heuristic
Ben always reaches for the bright blue and yellow box of Ritz crackers when he
visits the snack food aisle in the grocery store. He rarely even reads the box or
checks the price. Which of the following heuristics is most likely being used by Ben?
Availability
Representative
Anchoring
Adjustment
Semantic
________ refers to the manner by which consumers code, categorize, and evaluate
financial outcomes of choices.
Cost accounting
Financial accounting
Behavioral accounting
Mental accounting
Factual accounting
Social class is the fundamental determinant of a person‘s wants and behavior.
False
An example of a subculture would be a person‘s geographic region.
True
According to facts about American consumers‘ habits, Saturday is the most popular
day of the week to eat out.
True
One of the characteristics of social classes is that those within each class tend to
behave more alike than persons from two different social classes.
True
One of the demographic trends that will impact consumers in the future is ―America
the spacious‖ meaning that America‘s growth potential seems to have no
boundaries.
False
Secondary groups require continuous interaction to be effective and
meaningful.
False
When Mark went to college he had a burning desire to join a social fraternity; for
Mark, this would be an example of an aspirational group.
True
The family of procreation includes one‘s parents and siblings.
False
Asian Americans tend to be more brand conscious than other minority groups, but
yet are the least loyal to particular brands.
True
A role consists of the activities a person is expected to perform.
True
A good illustration of a critical life event or transition that might impact a
consumer‘s behavior is a divorce.
True
One of the five traits of a product‘s brand personality is thought to be its shape.
False
A brand personality is the specific mix of human traits that may be attributed to a
particular brand.
True
A person‘s personality portrays the ―whole person‖ interacting with his or her
environment.
False
Psychogenic needs arise from physiological states of tension such as hunger or
discomfort.
False
Abraham Maslow assumed that the psychological forces shaping people‘s behavior
are largely unconscious, and that a person cannot fully understand his or her own
motivations.
False
According to Maslow‘s hierarchy of needs model, recognition, self-esteem, and
status would be among a person‘s social needs.
False
According to Herzberg‘s two-factor theory, satisfiers will make the major difference
as to which brand the customer buys.
True
Perception depends only on the physical stimuli experienced by the person.
False
People are more likely to notice stimuli whose deviations are large in relation to the
normal size of the stimuli.
True
Selective attention is the tendency to interpret information in a way that will fit our
preconceptions.
False
Because of selective retention, we are likely to forget about the good points of
competing products.
True
Drives are minor stimuli that determine when, where, and how a person responds.
False
Consistent with the elaboration memory model, consumer brand knowledge in
memory can be conceptualized as consisting of a brand node in memory with a
variety of linked associations.
False
Repeated exposures to information provide greater opportunity for processing and
thus the potential for stronger associations.
True
All consumers pass through all five of the stages of buying process model when in a
buying situation.
False
The buying process starts when the buyer decides to or actually enters a store or
service provider‘s facility.
False
We can distinguish between two levels of arousal—heightened attention and
heightened stimulation sensation.
False
A belief is a person‘s enduring favorable or unfavorable evaluation, emotional
feeling, and action tendencies toward some object or idea.
False
The expectancy-value model of attitude formation posits that consumers evaluate
products and services by combining their brand beliefs—the positives and
negatives—according to importance.
True
If a company finds that a consumer has chosen a competitive product over their
company‘s offering, one way to get the consumer back could be by developing a
strategy wherein the company ―shifts the buyer‘s ideals‖ on one or more levels.
True
With noncompensatory models of consumer choice, positive and negative attribute
considerations usually net out.
False
Volvo has the reputation for being one of the most ―safe‖ cars on the road. For those
that value safety, Volvo would be the logical choice. The preceding is an example of
the lexicographic heuristic of consumer choice.
True
If a product poses a threat to the physical well being of a consumer, this is called
psychological risk.
False
A key driver of sales frequency is the adoption rate.
False
With respect to a consumer-buying situation that involves variety-seeking behavior,
the market leader can encourage variety seeking by offering lower prices or deals.
False
Many products are bought under conditions of low involvement. This means that
the consumer does not touch them except from a distance.
False
A rule of thumb is called a heuristic.
True
In the anchoring heuristic, the consumer bases his or her predictions on the
quickness and ease with which a particular example of an outcome comes to mind.
False
Prospect theory maintains that consumers frame decision alternatives in terms of
gains and losses according to a value function.
True
Successful marketing requires that companies fully connect with their customers.
Adopting a ________ marketing orientation means understanding consumers—
gaining a 0-degree view of both their daily lives and the changes that occur during
their lifetimes.
holistic
customer
segmented
focused
niched
Americans love their leisure time. The average number of times an adult goes out to
a movie annually is ________.
50
15
9
7
5
Social classes differ in media preferences, with upper-class consumers often
preferring ________ and books and lower-class consumers often preferring
television.
movies
radio
video or computer games
magazines
music downloads
American Demographics predicts three trends that will impact business and
marketing in the next 25 years. Which of the following is one of those predicted
trends?
More international travel.
An increasingly diverse America with a shrinking white majority.
The majority of all retail purchases being done online.
Less need for a college education and more emphasis on learning a trade.
Social class warfare that may even become violent.
Jason writes a weekly column in his school‘s newspaper about movies he has seen,
books he has read, and concerts he has attended. His column provides information
and opinions. Feedback from his fellow students is positive and appreciative of the
advice that is given. Which of the following would be the most apt description of the
role played by Jason?
Silent majority
Protestor
Protector
Muckraker
Opinion leader
According to information presented in the text, the ________ cultural market
segment is the most fashion conscious of all the racial groups, tend to be motivated
by quality and selection, and shop more at neighborhood stores.
African American
Hispanic American
Asian American
European American
Indian American
According to recent research, which of the following market segments is
characterized as valuing connections and relationships with family and friends with
respect to marketing messages received?
Men
Women
Seniors
Young adults
Single parents
After being considered an unprofitable stepchild of the Disney empire, the Disney
Channel has become the company‘s cash cow solely from its ability to reach the
underserved ―________ market‖ and leverage its success through Disney‘s other
divisions.
teen
post teen
tween
young adult
toddler
Bank of America is using ―event-based triggers‖ to help its premier customers.
Which of the following would be the best example of an ―event-based trigger‖ that
might catch the attention of Bank of America managers?
A large deposit that deviates from a customer‘s normal behavior.
A championship season at a local high school.
A child that turns 21 years of age.
The arrival of a family member from a foreign country.
Moving an elderly parent into one’s home.
The brand personality of a new product is characterized as having the trait of
________ if promotional messages consistently portray the product as being reliable,
imaginative, and successful.
sincerity
excitement
competence
sophistication
ruggedness
Consumers often choose and use brands that have a brand personality that is
matched to the consumer‘s ________ (how one would like to view oneself).
actual self-concept
others’ self-concept
ideal self-concept
dual self-concept
perceptual self-concept
Consumers who worry about the environment, want products to be produced in a
sustainable way, and spend money to advance their personal development and
potential have been named ________.
―Green‖
―Tree Huggers‖
―LOHAS‖
―Socialists‖
―Mamas‖
The two factors that are most important in understanding Herzberg‘s theory are
________.
supply and demand
price and quantity
quality and performance
satisfiers and dissatisfiers
promotion and communication
________ can work to the advantage of marketers with strong brands when
consumers change neutral or ambiguous brand information to make it more
positive.
Selective attention
Selective distortion
Selective retention
Selective choice
Selective embellishment
Maria sees her best friend driving around in her new car and decides that she needs
a new car also. Which of the following forms of stimulus has activated Maria‘s
problem recognition process?
External stimuli
Internal stimuli
Peer stimuli
Secondary stimuli
Marketing induced stimuli
If a consumer uses Google to find comparative reports on new automobiles in
preparation for deciding on whether to purchase one or not, the consumer is using
which of the following information sources for assistance?
Personal
Public
Experiential
Commercial
Under-the-radar
When a consumer makes the final decision on which brand to buy, he or she selects
a brand from the ________ set.
total
awareness
consideration
choice
belief
When a marketer attempts to alter a consumer‘s beliefs about the company‘s brand
as a means of getting the consumer to re-think his or her purchase decision, the
marketer is using ________ to accomplish this task.
psychological repositioning
competitive depositioning
positioning
repositioning
biased positioning
A consumer tells another consumer, ―Every time I eat at Big Bill‘s Steakhouse I get
poor service.‖ Whether this is true or not, it is the consumer‘s perception. This is an
example of consumers basing future predictions on the quickness and ease with
which a particular example of an outcome comes to mind. This scenario would be an
illustration of the ________ heuristic.
discrimination
differentiation
availability
screening
representativeness
When marketers interview a small number of recent purchasers, asking them to
recall the events leading to their purchase, the marketers are using the ________
method to learn more about the consumer buying process
introspective
retrospective
prospective
prescriptive
descriptive
A philosophy approach in which, consumers will prefer products that are widely
available and are inexpensive is called:
Product concept
Production concept
Marketing concept
Societal concept
The skimming, penetration, bargaining and bundling are decided in the
______________ of the Marketing Mix strategy.
Price Decisions
Place Decisions
Product Decisions
Promotion Decisions
In the current situation of marketing plan, where we must analyze about area size,
segmentation, industry structure, strategic groupings and competition are covered
under the:
Market analysis
Consumer analysis
Macro environment analysis
Internal environment analysis
The entire product class that can satisfy a core need with reasonable effectiveness in
the product hierarchy, is known as:
Brand
Product class
Product family
Product variant
Which one of the following factors is not a cause of delay in new product
development process?
Capital shortage
Fragmented market
Lack of sales force
Faster development time
Advertisement, publicity, distribution, delivery modes, networking of systems
and all other ingredients of marketing are decided under:
How to launch the product
When to launch the product
Where to launch the product
Why to launch the product
_____ can bring large benefits to consumers and profits to producers.
Self-service
Brand image
Consumer affluence
Innovative packaging
Under the brand equity measurement, when most of the customers would not resist
to buy some of the specific brands, is known as:
Brand loyalty
Brand acceptability
Brand acceptability
Brand leveraging
The ‗Call Centers‘ are the best in _______________.
Right Product
Right Price
Right Place
Right Promotion
A marketing oriented firm typically showes the limited product lines.
True
False
In the marketing environment, trends must be watched and mechanism should be
built to have information well in advance.
True
False
The market segmentation strategy is also called a focus strategy or niche strategy.
True
False
We incorporate the most preferred features into a new product or advertisement
during the conjoint analysis process
True
False
Market__________focus on narrow segment.
Leader
Challenger
Nichers
None of above
giving away Nokia phone with a Mercedes car is
Premiums
cross promotion
patronage award
all the above
charging different prices for different customers at different markets and at
different times is called
promotional pricing
discriminatory pricing
product mix pricing
geographical pricing
tooth paste tube is an example of
secondary package
primary package
line extension
brand building tool
Mercedes is an expensive, well-built and prestigious car, which also offers the driver
High performance, and safety. From this sentence identify the different levels of
meaning:
Attributes & Benefits
Attributes & Values
Benefits & Values
Culture & Benefits
Al Massa Cinema‘s price for a movie ticket is Dhs 25/- but if a student produces
his/her Identity Card they are given a discount. What type of Pricing Method has Al
Massa Cinema adopted here:
Perceived Value pricing
Psychological Pricing
Promotional Pricing
Discriminatory Pricing
A period of slowdown in sales growth because the product has achieved acceptance
is known as __________
decline
maturity
introduction
growth
_______________ virtually depicts the consumer‘s perception about different
brands & their perceived attributes.
direct marketing
branding
perceptual mapping
none of the above
___________ price is based on competitor‘s price
Percieved value pricing
value pricing
going rate pricing
all the above
___________ includes all the activities that help increasing the awareness of the
product in the minds of consumers
place
price
promotion
product
____________ estimates initial sales ,replacement sales ,repeat sales ,calculates
various costs ,overheads etc & profits.
market testing
product development
business analysis
all of the above
A person‘s __________ consists of all the groups that have a direct (face-to-face) or
indirect influence on the person‘s attitudes or behaviour.
focus group
reference group
memebership group
business group
consumer group
Mixing several tools to deliver a consistent brand image to customers at every brand
contact is known as __________.
customization
customer relationships marketing
customer database
integrated marketing communications
_______ has the aim of building mutually satisfying long term relationships with
key parties – customers, suppliers , distributors – in order to earn and retain their
business.
marketing network
business information system
relationship marketing
direct marketing
The collection of information about external environment
Environmental scanning
sampling
research
All of the above
_____ deals with implementing the marketing strategy for target markets and
marketing mix
Marketing plan
communications
sampling
none of the above
Raw materials, major equipment, component parts and process materials are
example of-
Consumer goods
Industrial goods
Process goods
None of the above
Launching a new product at low price and low level of promotion is –
Slow penetration
Slow skimming
Rapid penetration
Rapid skimming
None of the above
An advertising strategy that a company would use for a product in its maturity
stage –
Reduce in level needed to retain hardcore loyals
Build product awareness among early adopters
Build product awareness and interest in mass market
Stress on brand differences and benefits
None of the above
At Boeing, the all digital development of the 777 aircraft made use of a computer-
generated ―human‖ who would climb inside the 3 dimensional design on-screen to
show how difficult maintenance access would be for a live mechanic. This allowed
the engineers to spot errors that would have remained undiscovered. What stage of
the new product development is Boeing in –
Concept development
Concept screening
Concept testing
Product development
None of the above
Nabisco Foods Company introduced chocolate, cinnamon, and honey versions of
breakfast cereal. However, the consumers didn‘t like the taste so the modified it
again and produced it on a mass scale with the result being worse than before.
Where did this food company go wrong
Their product is in the decline stage
They didn’t advertise properly
They didn’t promote the product
They skipped the testing phase of the product
None of the above
Many consumer packaged-goods companies blame _____ for decreasing product loyalty,
increasing consumer price-sensitivity, brand-quality-image dilution, and a focus on short-
run marketing planning.
reminder advertising
infomercials
persuasive advertising
public relations
sales promotions
Maytag has long built high-quality washing machines and priced them higher than
competitors‘. It now tries to emphasize on innovative features. It new ads points that
the washers are custodians of high priced garments. Which type of pricing is
Maytag using –
Market skimming pricing
Market penetration pricing
Social pricing
Cost recovery pricing
None of the above
In order to select a pricing for a product, after estimating all your costs what would
be the next logical step to take –
Selecting a pricing objective
Analysis of competitors price, costs and offers
Selecting a pricing method
Estimate indirect cost
None of the above
Which one of the below doesn‘t refer to a pricing method –
Geographical pricing
Promotional pricing
Price discounts and allowances
Discriminatory pricing
None of the above
The part of a brand that is pronounceable is called the:
Brand
Brand name
Brand mark
Trademark
The golden arch of McDonald‘s is an example of:
Brand marks
Trade promotions
Brand names
Products
The introduction of diet coke is an example of a:
Brand extension strategy
Repositioning strategy
Product deletion decision
Product distribution strategy
When Disney uses toys in McDonalds kid‘s meals to advertise its latest movie,
Disney is using:
tie-in promotions
prize promotions
point-of-purchase promotions
cross-promotions
When compared to the consumer market, the demand for goods and services in the
business market is:
far more elastic
significantly more constant
derived
more likely to be affected by changes in price
all of the above
Interest rates, demand for products, technological change, social responsibility
concerns, and consumer buying patterns are all examples of _____ influences on
business buyers.
environmental
interpersonal
organizational
entrepreneurial
individual
Forecasting is done always on a continuous basis
true
false
A finance company that offers prospects a toll-free number to call and promises it
can tell them within fifteen minutes if they are eligible for a loan is using ____ as its
services differentiation strategy
customer training
ordering ease
installation
delivery
distribution
Profits improve substantially during the _____ stage of the product life.
introduction
repositioning
growth
maturity
decline
The stage of the life cycle characterized by low sales, heavy promotion, low profit,
and minimal competition is the _____ stage.
introduction
growth
repositioning
maturity
decline
A firm that wants to attract new triers, reward loyal customers, or increase the
repurchase rate of occasional users would be best served by:
personal selling
direct marketing
advertising
sales promotion
The necessary interaction between service provider and customer that allows a
service to be delivered is called
service exchange
customer contact
Degree of labor intensiveness.
Customer interactivity.
a separate product line or profit center competing with defined sets of competition is
called a strategic business unit
true
false
It took three and a half years of research, and 500 formulas, to develop individually
wrapped peanut butter slices. The difficulty was in finding a formula that
preserved the flavor and texture of peanut butter, but had the "releasability"
required for easy separation from a plastic wrapper. This describes the _____ stage
of new-product development.
idea screening
product development
concept testing
market testing
When Procter & Gamble developed Crest Whitestrips (a teeth whitening system), it
was not sure that consumers would be willing to pay $44 for the system. So its
product manager offered the strips exclusively online. In eight months, it sold
144,000 whitening kits to a heterogeneous market. P&G used _____ testing to
determine if the teeth whitening system would sell.
market
functional
alpha
rank-order
concept
Which of the following is the BEST example of durable goods?
living room furniture
aluminum cookware
breakfast cereals
computer monitors
all except C
Brand equity:
is tied closely to specific product lines
is closely related to the number of customers who are devoted to the brand
reduces the amount of product management effort a company needs to expend
may actually hinder the launching of brand extensions
will be destroyed when the product’s manufacturer launches a premium pricing strategy
Thuraya services of Etisalat shows business communications for every corner of the
earth.This advertisement is based on which appeal
rational
practical
reciprocal
emotional
provocative
The business market differs from the consumer market in that:
businesses acquire goods or services in order to use them for another purpose, while consumers acquire goods or services for personal consumption
businesses acquire all the goods or services for personal consumption, while the
consumer market acquires goods and services solely for other purposes
it is a much smaller market in dollar volume than the consumer market
more product customization takes place in the consumer market
The zoo buys much of the fresh food it needs to feed its animals from a local farm.
As a part of the contract between the two parties, the farm buys all the manure the
zoo can produce for its organic vegetables. This is an example of:indirect
purchasing relationship marketing
leasing
systems selling
reciprocity
none of the above
The most routine purchase decision process undertaken by business buyers is called
a:
straight rebuy
modified rebuy
new task buy
routine rebuy
direct purchase
The Knoll Textile Manufacturing Company is evaluating potential suppliers of
zippers to be used in a line of children‘s outerwear. The company is concerned
about the delivery reliability, price, and supplier reputation. Knoll is in the _____
phase of the business buying process.
supplier selection
proposal solicitation
product specification
performance review
order-routine specification
which is not a basis of market forecasting
product scale
time scale
space scale
pricing scale
According to the concept of the product life cycle:
products have a limited life
products spend a predetermined amount of time in each stage of the life cycle; this time
span is determined by the product category
most products require the same level of marketing throughout their life cycle
a product’s profits are fixed throughout its life cycle
Several existing products on the market tend to hinder new-product development.
These hindrances include:
fragmented markets
shorter product life cycles
shortage of ways to improve or modify certain products
faster required developmental time
all of the above