Module I : Introduction to Marketing

 

 

___________ is a relatively new marketing perspective that takes into account the entire organization in addition to its counterparts when determining or executing its overall marketing strategy.

Select one:

1. The Product Concept
2. The Selling Concept
3. The Marketing Concept
4. The holistic marketing concept

 

What can be marketed?

Select one:

1. Events
2. Goods and Services
3. All of the above
4. Experiences

 

Without a product, there is nothing ________________ .

Select one:

1. All the above
2. To price
3. To distribute
4. To promote

___________ involves synchronizing the marketing efforts for designing and implementing an overall unified marketing strategy.

Select one:

1. Integrated Marketing
2. Relationship Marketing
3. Internal Marketing
4. Socially Responsible Marketing

 

___________ refers to the size, distribution, and growth rate of groups of people with different characteristics.

Select one:

1. Political Environment
2. Economic Environment
3. Social Environment
4. Demographic environment

 

___________is the ‘digital space’ which allows interaction and transaction between the buyers and sellers.

Select one:

1. Marketplace
2. Metamarkets
3. Market space
4. None of the above

 

Which is the variable factor of market demand that reflects the purchasing propensity and indicating customer behaviour?

Select one:

1. Demographic variable
2. Effective demand
3. Life style patterns
4. None of the above

 

When a want is supported by purchasing power it is called ?

Select one:

1. Supply
2. System
3. Resource
4. Demand

 

What are the variable factors of market demand?

Select one:

1. All of the above
2. Demographic variable
3. Effective demand
4. Life style patterns

 

 “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”.

Select one:

1. Jack Canfield
2. David Asker
3. Philip Kilter
4. American Marketing Association

 

Marketers often use the term ________ to cover various groupings of customers.

Select one:

1. Demographic segment
2. People
3. Market
4. Buying power

 

The ________ concept holds that consumers and businesses, if left alone, will ordinarily not buy enough of the  organization’s products.

Select one:

1. Selling
2. Marketing
3. Holistic marketing
4. Production

 

The buying process starts when the buyer recognizes a_________.

Select one:

1. An advertisement for the product
2. A salesperson from a previous visit
3. Problem or need
4. Product

 

 “____________ is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”

Select one:

1. Publicity
2. Marketing
3. Selig
4. Advertising

 

 “Marketing is the activity, set of ……………… & processes for creating, communicating, delivering & …………… offerings that have value for customers, clients, partners & society.”

Select one:

1. Institutions, exchanging
2. Organizations, exchanging
3. Organizations, understanding
4. Institutions, satisfying

 

In ________ consumers may share a strong need that cannot be satisfied by an existing product.

Select one:

1. Negative demand
2. Latent demand
3. Declining demand
4. Irregular demand

 

Who is the father of Modern Marketing?

Select one:

1. Philip Kilter
2. Lester Underman
3. Abraham Maslow
4. Peter Dracker

 

 

Module II : Analysing Marketing Opportunities and Understanding Consumers

 

_______________ is a way to manage the vast amount of information firms have on hand—information.

Select one:

1. Management Database System
2. Management Information System
3. Management Record system
4. Management Accounting System

 

Marketing school provides in-depth training in

Select one:

1. Principles of corporate management
2. Composition of top-quality advertising collateral
3. All of the above
4. Data analytics software

 

McKinsey created a new model called ________________ to explain consumer behaviour.

Select one:

1. The Consumer Decision Journey
2. None of the above
3. The Consumer buying decision
4. The Consumer Purchasing Decision

 

______________ provides relevant data to help solve marketing challenges that a business will most likely face

Select one:

1. Market research
2. Market orientation
3. Market Development
4. Market Analysis

 

_________________ defines what an organization is, why it exists, its reason for being.

Select one:

1. Objectives
2. Goals
3. A Mission statement
4. A Vision Statement

 

In the marketing process, the second step is to.

Select one:

1. Develop a research plan
2. Define research objectives
3. Conduct Research
4. Analyse and Report Finding

 

Suppliers who are seeking to win a competitive tender go through a __________________.

Select one:

1. Bidding process
2. Purchasing Process
3. Selling Process
4. None of the above

 

_______________ are based on questions selected ahead of time, while nondirective interviews encourage respondent’s to address certain topics with minimal questioning.

Select one:

1. A direct-mail questionnaire
2. Focused interviews
3. A group survey
4. Observation

 

Product development is known as -

Select one:

1. Existing market strategy of introducing a new product
2. Market penetration
3. Diversification
4. Market development

 

___________ are an intermediate result which is expected to be achieved by a certain span of time.

Select one:

1. Motive
2. Purpose
3. Goals
4. Objectives

 

When a consumers purchase a product for the first time and buys a small quantity than usual, this purchase would be considered as a ____________

Select one:

1. Sample
2. All of the above
3. Repeat
4. Long term

 

Lead generation, call, presentation &_________ is known as_______

Select one:

1. Sale. Sale Orientation
2. Sale Orientation, Sale
3. Sale, Sale Process
4. Sale Process, Sale

 

______________ can be reduced by increasing the sample size.

Select one:

1. Sampling techniques
2. Sampling distribution
3. Sampling
4. Sampling error

 

 ‘Non-probability sample’ includes_________?

Select one:

1. Convenience sample
2. Cluster sample
3. Simple random sample
4. None of the above

 

Lifestyle Portrays-

Select one:

1. Person's Self Concept
2. Person’s Attitude
3. The whole person interacting with his or her environment
4. Person's Personality

 

In sampling distribution we take a subset of__________________ which is called as a sample.

Select one:

1. Set
2. Distribution
3. Data
4. Population

 

A ____________ is defined as the sampling done on the basis of the characteristics of the population.

Select one:

1. Random sampling
2. Systematic sampling
3. Cluster sampling
4. Purposive sampling

 

 

 

Module III: Segmentation, Targeting and Positioning

 

 

_________________ defines what an organization is, why it exists, its reason for being.

Select one:

1. A Vision Statement
2. Goals
3. A Mission statement
4. Objectives

 

Suppliers who are seeking to win a competitive tender go through a __________________.

Select one:

1. Selling Process
2. None of the above
3. Purchasing Process
4. Bidding process

 

______________include reports and studies by government agencies, trade associations or other businesses within your industry.

Select one:

1. Tertiary Information
2. Primary Information
3. Secondary Information
4. None of the above

 

_______________ are based on questions selected ahead of time, while nondirective interviews encourage respondents to address certain topics with minimal questioning.

Select one:

1. A group survey
2. A direct-mail questionnaire
3. Focused interviews
4. Observation

 

Product development is known as -

Select one:

1. Market penetration
2. Existing market strategy of introducing a new product
3. Diversification
4. Market development

 

Marketing school provides in-depth training in

Select one:

1. Composition of top-quality advertising collateral
2. Principles of corporate management
3. All of the above
4. Data analytics software

 

______________ provides relevant data to help solve marketing challenges that a business will most likely face

Select one:

1. Market research
2. Market orientation
3. Market Analysis
4. Market Development

 

___________ are an intermediate result which is expected to be achieved by a certain span of time.

Select one:

1. Objectives
2. Goals
3. Motive
4. Purpose

 

_______________ is a way to manage the vast amount of information firms have on hand—information.

Select one:

1. Management Information System
2. Management Record system
3. Management Database System
4. Management Accounting System

 

 

 

McKinsey created a new model called ________________ to explain consumer behaviour.

Select one:

1. The Consumer Purchasing Decision
2. None of the above
3. The Consumer buying decision
4. The Consumer Decision Journey

 

Homogenous preferences is -

Select one:

1. Exists when all consumers have different preferences and

the market reflects no natural segments.

1. Exists when all consumers have almost the same

preferences and the market reflects no natural segments.

1. Exists when all consumers have neutral preferences and

the market reflects no natural segments.

1. None of the above

 

A________________ is when a company creates campaigns that appeal to at least two market segments or target groups.

Select one:

1. Undifferentiated Marketing Strategy
2. Concentrated Marketing Strategy
3. Differentiated marketing strategy
4. None of the above

 

 

Geographic factors are the most popular bases for_____________ customer groups

Select one:

1. Segmenting
2. Targeting
3. Classifying
4. Focusing

 

Develop a marketing mix for each segment, reflects in which step ?

Select one:

1. Segmentation
2. Targeting
3. Positioning
4. None of the above

 

Marketing intermediaries helps in -

Select one:

1. To sell
2. To distribute its goods to final buyers.
3. All of the above
4. To promote

 

Market Positioning refers to the ability to influence __________________- regarding a brand or product relative to competitors.

Select one:

1. Consumer behaviour
2. Consumer perception
3. Consumer attitude
4. Consumer knowledge

 

The product mix should have depth, width and

Select one:

1. Clarity
2. Consistency
3. Communication
4. Convenience

Module IV : Product and Pricing Strategies

 

Consumer adoption process are -

Select one:

1. Awareness
2. All of the above
3. Evaluation trial, and adoption.
4. Interest

 

Consumer behaviour refers to the ____________of potential consumers as they become aware of, evaluate, purchase, consume and tell others about the products or services.

Select one:

1. Physical behaviour
2. All of the above
3. Psychological behaviour
4. Social behaviour

 

Companies need information about their-

Select one:

1. All of the above
2. Customers needs
3. Marketing environment
4. Competition

 

The theory of cognitive dissonance concentrates on creating

Select one:

1. None of the above
2. knowledge about important conceptual processes of

individuals

1. Knowledge about important psychological processes of

individuals

1. knowledge about important social processes of

individuals

 

________ could also be called as limited problem solving situation in which supplies a change and gives the customer with new experience and new preference

Select one:

1. Modified rebuy
2. Straight rebuy
3. New Task
4. None of the above

 

What are the 5Ms of the business ?

Select one:

1. Men ,Manufacturing , Machinery Material & Markets
2. Men ,Money, Machinery Material & Markets
3. Mind-set ,Manufacturing , Machinery Material & Markets
4. Mind-set ,Manufacturing , Machinery Monopoly & Markets

 

Habitual buying behaviour applies to -

Select one:

1. Brand Switching mind-set
2. Low -involvement products
3. None of the above
4. High-involvement products

 

The MIS helps managers to -

Select one:

1. Develop needed information
2. Distribute information
3. All of the above
4. Assess information needs

 

Dissonance-Reducing Buyer Behaviour applies to -

Select one:

1. None of the above
2. Brand Switching mind-set
3. Low -involvement products
4. High-involvement products

 

Marketing Research is essential for

Select one:

1. Both of the above
2. Decision making
3. Strategic market planning
4. None of the above

 

_______________ is used in industries such as electronic, medical, food, cosmetic, and beverage.

Select one:

1. Rigid boxes
2. Plastic boxes
3. Chipboard packaging
4. Corrugated boxes

 

_________ involves using a successful brand name to launch new or modified product in a new category

Select one:

1. Brand preference
2. Brand extension
3. All of the above
4. Brand recognition

 

Products are identified by _______

Select one:

1. Brands
2. Trademarks
3. All of the above
4. Brand names

 

____________ a firm sets prices by computing merchandise, service, and overhead costs and then adding an amount to cover the firms profit goal.

Select one:

1. Cost-Plus Pricing
2. Mark-up Pricing
3. Cost-based pricing
4. None of the above

 

_________ prices are set to provide a specified rate of return on investment for a standard volume of production

Select one:

1. Cost-based pricing
2. Cost-Plus Pricing
3. Target pricing,
4. Mark-up Pricing

 

_______ involves setting the price of the product relatively high compared to similar goods and then gradually lowering it

Select one:

1. Penetration pricing
2. Competition Pricing
3. Skimming pricing
4. None of the above

 

Product mix ___________ refers to the number of different product lines the company carries

Select one:

1. Product depth
2. Product lines
3. Length
4. Width

 

Module V : Distribution and Marketing Communication Mix

 

___________ wholesalers carry a wide assortment of products, nearly all the items needed by the customers to whom they cater.

Select one:

1. Specialty-Merchandise
2. All of the above
3. General-Merchandise
4. Merchandise

 

____________ occurs when independent retailers affiliate with an existing wholesaler to use a standardized storefront design, business format, name, and purchase system

Select one:

1. Franchise Wholesaling
2. Retail Convergence
3. Scrambled merchandising
4. None of the above

 

When a wholesaler sells goods to retailers on credit, it typically assumes the _________involved

Select one:

1. None of the above
2. Loan
3. Both of the above
4. Credit risk

 

_______ are retail institutions that sell standard merchandise at lower prices by accepting lower margins and selling at higher volume.

Select one:

1. Independent off price retailers
2. Off price retailers
3. Discount stores
4. None of the above

 

___________ wholesalers concentrate on a narrow range of products and have an extensive assortment within this rang

Select one:

1. General-Merchandise
2. Specialty-Merchandise
3. Merchandise
4. All of the above

 

The basic objectives of all marketing communication methods is/are -

Select one:

1. To convince
2. To Compete
3. To communicate
4. All of the above

 

________are small stores that carry a limited line of high-turnover convenience good

Select one:

1. Discount stores
2. None of the above
3. Independent off price retailers
4. Convenience stores

 

_________, retailer-owned or producer-owned wholesaling are owned by member firms to economize functions and offer broad support

Select one:

1. Franchise Wholesaling
2. Cooperatives
3. None of the above
4. Retail Convergence

 

wholesaling is a significant part of __________ due to its impact on the economy,

Select one:

1. Purchasing
2. Selling
3. None of the above
4. Distribution

 

_________ occurs if a retailer adds products or product lines that are unrelated to each other

Select one:

1. None of the above
2. Scrambled merchandising
3. Retail Convergence
4. Wheel of Retailing

 

___________ are also called as stock loading promotions

Select one:

1. Pull Promotions
2. Push promotions
3. Both of the above
4. None of the above

 

_______________ involves unconventional, innovative, and usually low-cost marketing tactics to engage consumers in the marketing activity, generate attention and achieve maximum exposure for an organization, its products, and/or services.

Select one:

1. Digital marketing
2. Direct marketing
3. Personal selling
4. Guerrilla Marketing

 

Advertising is a ______________ of marketing communication by a declared communicator.

Select one:

1. Free
2. Non paid form
3. Paid form
4. None of the above

 

Public relations are a _______ of marketing communication without a declared sponsor

Select one:

1. Non paid form
2. Paid form
3. Free
4. None of the above

_________ tries to convince customers that a company’s services or products are the best, and it works to alter perceptions and enhance the image of a company or product.

Select one:

1. Reminder Advertising
2. Informative Advertising
3. None of the above
4. Persuasive Advertising

 

A campaign revolves around -----

Select one:

1. All of the above
2. A central idea
3. A theme
4. Focal point

 

___________ are a category of institutional advertising focused on social-welfare issues such as drunk driving, drug use, and practicing a healthy lifestyle.

Select one:

1. Persuasive Advertising
2. Reminder Advertising
3. None of the above
4. Public service announcements

 

 

Assignment 2

 

Case Study: Consumer Buying Behaviour

Consumer buying behaviour is the sum total of a consumer’s attitudes, preferences, intentions, and decisions regarding the consumer’s behaviour in the marketplace when purchasing a product or service. The study of consumer behaviour draws upon social science disciplines of anthropology, psychology, sociology, and economics. Consumer behaviour is a field of psychology that studies the way individuals spend money. Consumer behaviour is an important consideration in fields such as economics and marketing, since understanding how consumers make their decisions can help predict how consumers will react to different situations.

:

Market segmentation does not include ?

Select one:

1. Develop positioning for each target segment
2. Develop profiles of various resulting segment
3. Select the target segment
4. Identify segmentation variables

 

Market positioning does not include ?

Select one:

1. None of the above
2. Develop marketing mix for each segment
3. Develop positioning for each target segment
4. Develop profiles of resulting segment

 

Markets in which a large proportion of customers have similar needs for a product is known as ?

Select one:

1. Homogenous Market
2. Market Place
3. Local Market
4. Heterogeneous Market

 

Markets made up of individuals or organizations with diverse product needs for products in a specific product class , is known as ?

Select one:

1. Heterogeneous Market
2. Local Market
3. Market Place
4. Homogenous Market

 

Marketers select a _________ in which they divide the total market into different segments based on customer characteristics

Select one:

1. Target marketing strategy
2. Target selecting strategy
3. None of the above
4. Target positioning strategy

 

 

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