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the products.
Types
Mass Marketing: In mass marketing the seller or the marketer of the product targets the mass
market or the entire consumer base. Here the seller engages in mass production and uses the
mass distribution system to reach all the customers in the market. The promotional and
advertisements are very much generic in nature attract the entire consumer base
Segment Marketing: In Segment marketing, the seller or marketer divides the market into
different
segments depending on the consumers buying behavior, requirements, purchasing power,
location
and age level. Segment marketing helps the marketer to connect to each type of customers in the
best possible way.
Niche Marketing: In Niche marketing, the seller caters to a very specific market segment which
requires more attention and very high quality of services. Here the market segment size is very
small which enables the seller to provide the niche area of services.
Local Marketing: In Local marketing, the seller or the marketer only concentrates in the local
market
Individual Marketing: It is almost same as Direct Marketing where the marketers target the
individual customers separately either through direct communication channels or salesmen
Brand- Brand is the name, term, design, symbol, or any other feature that identifies one sellers
product distinct from those of other sellers.
Brand awareness- refers to customers ability to recall and recognize the brand under different
conditions and link to the brand name, logo, jingles and so on to certain associations in memory.
The brand name -is quite often used interchangeably with brand, although it is more correctly
used to specifically denote written or spoken linguistic elements of any product. In this context a
brand name constitutes a type of trademark, if the brand name exclusively identifies the brand
owner as the commercial source of products or services.
Brand Positioning- is the process by which marketers try to create an image or identity in the
minds of their target market for its product, brand, or organization.
Re-positioning- involves changing the identity of a product, relative to the identity of competing
products.
De-positioning- involves attempting to change the identity of competing products, relative to the
identity of your own product.
Packaging: Packaging is the science, art, and technology of enclosing or protecting products for
distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation,
and production of packages. Packaging can be described as a coordinated system of preparing
goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects,
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1. Introduction,
2. Growth,
3. Maturity, and
4. Decline.
Introduction Stage
At this stage the product is new to the market and few potential customers are aware with the
existence of product. At the introductory stage :The product is unknown,
The price is generally high,
The placement is selective, and
The promotion is informative and personalised.
Growth Stage
At this stage the product is becoming more widely known and acceptable in the market. At the
growth stage :The product is more widely known and consumed,
The sales volume increases,
The price begin to decline with the entry of new players,
The placement becomes more widely spread, and
The promotion is focused on brand development and product image formation.
Maturity Stage
At this stage the product is competing with alternatives. At maturity stage :The product is competing with alternatives,
The sales are at their peak,
The prices reaches to its lowest point,
The placement is intense, and
The promotion is focused on repeat purchasing.
Decline Stage
At decline stage :The product faces reduced competition,
The sales volume reduces,
The price is likely to fall,
The placement is selective, and
The promotion is focused on reminding.
Definition of Branding
According to American Marketing Association - Brand is A name, term, design, symbol, or
any other feature that identifies one sellers good or service as distinct from those of other
sellers. The legal term for brand is trademark. A brand may identify one item, a family of items,
or all items of that seller. If used for the firm as a whole, the preferred term is trade name.
According to Philip Kotler - Brand is a name, term, sign, symbol, design, or a combination of
them, intended to identify the goods or services of one seller or group of sellers and to
differentiate them from those of competitors
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Branding is a process of creating a unique name and image for a product in the mind of
consumer, mainly through advertising campaigns. A brand is a name, term, symbol, design or
combination of these elements, used to identify a product, a family of products, or all products of
an organisation.
Branding is an important component of product planning process and an important and powerful
tool for marketing and selling products.
Elements of Branding
Brand includes various elements like - brand names, trade names, brand marks, trade marks, and
trade characters. The combination of these elements form a firm's corporate symbol or name.
Brand Name - It is also called Product Brand. It can be a word, a group of words, letters, or
numbers to represent a product or service. For example - Pepsi, iPhone 5, and etc.
Trade Name - It is also called Corporate Brand. It identifies and promotes a company or a
division of a particular corporation. For example - Dell, Nike, Google, and etc.
Brand Mark - It is a unique symbol, colouring, lettering, or other design element. It is
visually recognisable, not necessary to be pronounced. For example - Apple's apple, or Cocacola's cursive typeface.
Trade Mark - It is a word, name, symbol, or combination of these elements. Trade mark is
legally protected by government. No other organisation can use these symbols.
Consumer and its types
Consumer is a person who buys and use products.
General classification of consumers
Personal Consumers
Organisational Consumers
Impulse Consumers
Need-based Consumers
Discount Driven Consumers
Habitual Consumers
Personal Consumers
This type of consumer is an individual consumer who buy products or services for own use, or
for family, or for household use.
Organisational Consumers
This type of consumer can be a business, government, profit or non-profit organisation, or
agency who purchases goods or services for organisation to function or for resale purpose.
Impulse Consumers
This type of consumer do unplanned purchases. Purchasing a particular product was not a
priority, but when the consumer encounter that product, he makes swift buying decision. Impulse
consumer purchase what seems good at the time.
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Question Collection
One Liner
1. Process of dividing the total market into smaller groups having homogeneity is called
Segmentation
2. Primary data is generally collected through Survey
3. Secondary data is collected through - Official record
4. Casual research is - To find out cause and effect relationship
5. A statement with which the respondent shows the amount of agreement/disagreement is aLikert scale
6. A scale that rates some attribute from poor to excellent is a - Rating scale
7. When the population is divided into mutually exclusive groups and random samples are drawn
from each group. It is called - Stratified sampling
8. When the population is divided into mutually exclusive groups such as blocks and the
researcher draws a sample from the group or block is called - Area and cluster sampling
9. A direction is sequence of events which have some momentum and disability is Trend
10. Promotion in Marketing means - selling the products through various means
11. A Call in Marketing means - to call on prospective customers
12. Delivery Channel means- places where products are made available to the buyers
13. Innovation means- New ideas
14. Market Survey means- Market Research
15. can be done through digital Banking? - Mobile phone
16. Planned-cost service means- Extra profit on the same cost
17. How many stages are there in the Product Life Cycle? - 5
18. SMEs stands for - Small and Medium Enterprises
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19. The decision regarding investment in Fixed Assets is known as - Capital Budgeting
20. EPS stands for - Earnings per share
Objective Questions
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Q.13. In selling "Consumption" is the ultimate goal of the sales while a marketer(1) Identifies consumer needs and wants.
(2) Develop an appropriate product/service to attain customer satisfaction.
(3) Accomplish organizational goals through integrated marketing approach
(4) all of the above.
(5) None of these
Q.14. 'Casual' research is basically concerned with(1) Establishing cause and effort relationship
(2) Arriving at a forecast or prediction of interest.
(3) measuring and estimating the frequencies with which of things occur
(4) all of above
(5) None of these
Q.15. A method in which brand equity is measured by comparing difference between the retail
price of the brand and the retail price of an unbranded product in same category is called(1) Brand goodwill method
(2) price premium method
(3) Production method
(3) Both 1 and 2
(4) Neither 1 nor 2
Q.16. Bank Marketing means(1) Selling of Banks
(2) Merger of Banks
(3) Selling bank's products and services
(4) None of these
(5) All of these
Q.17. Credit cards are used for(1) Cash withdrawals
(2) Purchase of air tickets
(3) Purchase of consumable items from retail outlets
(4) all of these
(5) None of these
Q.18. Home loans are granted to(1) Individuals
(2) Institutions
(3) Builders
(4) all of these
(5) None of these
Q.19. ATMs are(1) Branches of Banks
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(1) Products in foreign markets that cannot be sold in the home market
(2) Products discontinued in the home market sold to a foreign market
(3) Production in foreign markets that cannot pass safety standards in the home market
(4) None of these
(5) All of these
Q.40. The following does not represent a market situation(1) A bank run dispensary located in its, staff quarters.
(2) A fund raising charity show for the members of an NGO
(3) A meditation camp of a religious organization concluded for its members.
(4) A stall distributing Kada Prasad in a Gurudwara
(5) All of these
Q.41. The following offering is not a service(1) Fixed deposit receipt
(2) Postage stamp
(3) Insurance policy
(4) Gift coupon of the chain store.
(5) All of these
Q.42. The act of obtaining a desired object from some one by offering some in return is called as
a(1) Transaction
(2) Exchange
(3) Relationship
(4) Value
(5) None of these
Q.43. --------- is a group of related products that function in a similar manner, are sold to the
same customer groups and marketed through the same type of the outlets.
(1) Group
(2) Product line
(3) Category
(4) Market
(5) None of these
Q.44. Goods that are typically bought by consumer based on a comparison of suitability, quality
price and style are called------------ goods(1) Industrial
(2) Speciality
(3) Shopping
(4) Convenience
(5) None of these
Q.45. Out of the following ------ is not an objective of pricing(1) Profit
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Q.59. If Honda uses its company name to cover such different products as its automobiles lawn
mowers and motorcycles, it is practicing which of the following(1) New brand strategy
(2) Live extension strategy
(3) Multibrand strategy
(4) Brand extension strategy
(5) All of these
Q.60. If a company (considering its options on the product/market expansion grid) chooses to
move in to different unrelated fields (from what it has ever done before) with new products as a
means to stimulate growth, the company would be following which of the following general
strategies.
(1) Market-Penetration
(2) Market development
(3) Product development
(4) Diversification
(5) All of these
Q.61. When the market research organization chooses a segment of the population that
represents the population as a whole, they have chosen a(1) Group
(2) Bi-variant-population
(3) Sample
(4) Market Target
(5) None of these
Q.62. Joining with foreign companies to produce or market product and service is called(1) Direct exporting
(2) Indirect exporting
(3) Licensing
(4) Joint-Venturing
(5) None of these
Q.63. A --- is a name, term, sign, symbol or design or a combination of these that identified the
market or seller of a product or service(1) Product feature
(2) Sponsorship
(3) Brand
(4) Logo
(5) None of these
Q.64. The study of human population in terms of size, density, age, gender, race, occupation and
other statistics is called
(1) Geothermy
(2) Demography
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(3) Ethnography
(4) Geography
(5) None of these
Q.65. The process that turns marketing strategies and plans in to marketing action in order to
accomplish strategic marketing objective is called(1) Marketing strategy
(2) Marketing Control
(3) Marketing analysis
(4) Marketing implementation
(5) None of these
Q.66. If your company were to make a product-such as suit of clothes and sell that product your
company will come under which sector ?
(1) Retailer
(2) Business
(3) Government
(4) Service
(5) None of these
Q.67. Cost that do not vary with production or sales level are called(1) fixed costs
(2) Variable cost
(3) Standard costs
(4) Independent-costs
(5) None of these
Q.68. Consumer Information source(1) Personal source and commercial source
(2) Public source
(3) experiential source
(4) all of the above
(5) None of these
Q.69. Zero-based budgeting (ZBB) means(1) A tool of marketing cost
(2) a tool for financial analysis
(3) each year, budgeting starts from a scratch.
(4) a certain percentage of sales
(5) both 1 & 2.
Q.70. Which of the following expresses Maslow's Motivation theory best---(1) Importance of Motivation for customer development
(2) Why people are driven by particular need at particular times.
(3) Where human needs are arranged in a hierarchy.
(4) all of these
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(4) Shirts
(5) None of these
Q.84. In Marketing Mix 4 Ps Imply (1) Product, Price, Place, Promotion
(2) Product, Price, Policy, Place
(3) Place, People, Product, Promotion
(4) All of the above
(5) None of these
Q.85. In Market segmentation which among the following is not an economic component(1) Age
(2) Gender
(3) Both 1 and 2
(4) Income level
(5) Taxes
Q.86. Which among the following is a feature of good forecasting method (1) Accuracy
(2) Simplicity
(3) Economy
(4) Availability
(5) All of these
Q.87. A person who ultimately determines any part or whole of the buying decision is called(1) Decider
(2) Buyer
(3) User
(4) Influencer
(5) None of these
Q.88. When a firm sells off part of its business to another it is called(1) Diversification
(2) Divestment
(3) Pruning
(4) Strategy
(5) Joint venture
Q.89. Buyer Resistance means (1) Buyers fighting with the salesman
(2) Reluctant salesman
(3) Indifferent Salesman
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(c) Both customs and the sales person come out with sense of satisfaction
(d) Both (a) and (b)
Q102. Consumer behavior, Perception is a process through which
(a) a consumer make ultimate purchasing
(b) a consumer is satisfied
(c) a consumers mind receives, organizes and interprets physical stimuli
(d) Both (a) and (c)
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Q120. RATAN Tata has finally pulled out its Nano car project from . ending months of
speculations about the fate of the countrys most awaited car.
(a) Singur
(b) Salboni
(c) Pantnagar
(d) None of these
Q121. Name Indias largest company by market capitalization.
(a) Reliance Industries
(b) Tata Steel
(c) Jindal Steel
(d) None of these
Q122. The promoters of Reliance Industries (RIL) recently converted their 12 crore warrants into
an equal number of shares hiking the promoters holding in the company to 49%, with 52%
voting rights. This involves an infusion of around . into the company.
(a) Rs 15,142 crore
(b) Rs 16,142 crore
(c) Rs 5,142 crore
(d) Rs 10,142 crore
Q123. SAP consultancy Axon Group is based on which country ?
(a) UK
(b) India
(c) Germany
(d) Italy
Q124. Which is SAP consultancy Axon Group in the news recently ?
(a) SAP consultancy Axon Group will recommend HCL Technologies 441.1-million
buyout offer to its shareholders, withdrawing its earlier recommendation of Infosys 407million offer.
(b) SAP consultancy Axon Group will open 500 training centres in Asia
(c) SAP consultancy Axon Group will recommend buying of TCS
(d) None of these
Q125. ICICI Bank, CEO and managing director KV Kamath is taking the help of
.to find his successor. The professor will obtain independent data regarding the
leadership attributes of the shorlisted senior management executives. Name the professor
(a) Professor Wayne Brockbank, a clinical professor of business at the University of
Michigans Ross School of Business
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(4) Availability
(5) All of these
Q.132. A person who ultimately determines any part or whole of the buying decision is
called(1) Decider
(2) Buyer
(3) User
(4) Influencer
(5) None of these
Q.133. When a firm sells off part of its business to another it is called(1) Diversification
(2) Divestment
(3) Pruning
(4) Strategy
(5) Joint venture
Q.134. Buyer Resistance means (1) Buyers fighting with the salesman
(2) Reluctant salesman
(3) Indifferent Salesman
(4) Hesitant buyers
(5) None of these
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Q.142. Conversion in sales language means (1) Converting a buyer into a seller
(2) Converting a seller into a buyer
(3) Converting a prospect into customer
(4) All of these
(5) None of these
Q.143. Bank Marketing is treated as (1) Transaction marketing
(2) Service marketing
(3) Indoor marketing
(4) all of these
(5) None of these
Q.144. Leads can be provided by (1) friends relatives
(2) Websites
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(3) Directories
(4) All of these
(5) None of these
Q.145. Marketing is Find the wrong option (1) an ancient concept
(2) a modern concept
(3) a continuous affair
(4) a team effort
(5) None of these
Q.146. Market expansion means(1) Hiring more staff
(2) Buying more products
(3) firing more staff
(4) Buying more companies
(5) None of these
Q.147. Effective marketing helps in(1) Developing new products
(2) Creating a competitive environment
(3) Building demand for product
(4) All of these
(5) None of these
Q.148. A good seller should have the following qualities(1) Developing the work
(2) Submissive
(3) Sympathy
(4) All of these
(5) None of these
Q.149. One of the following is a target for the marketing of internet banking(1) All the customers
(2) All the educated customers
(3) All the computer educated customers
(4) Only creditors
(5) None of these
Q.150. Planned cost service means(1) costly products
(2) extra profit on the same cost
(3) extra work by seller
(4) all of these
(5) None of these
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Q.151. Rural marketing is not required because(1) Rural people do not understand marketing
(2) It is not practical from the cost point of view
(3) It is sheer wastage of time
(4) All of these
(5) None of these
Q.152. In Consumer behavior 'Perception is a process through which(1) a consumer make ultimate purchasing
(2) a consumer is satisfied
(3) a consumer's mind receives, organizes and interprets physical time
(4) Both 1 and 2
(5) All of the above
Q.153. Sale forecast implies(1) an estimate of the maximum possible sales opportunities present in a particular market
segment.
(2) an estimate of sales, in physical units, in a future period
(3) Estimating the number of sales person required to sell a product.
(4) Both 1 and 2
(5) Neither 1 nor 2
Q.154. Advertising for............. is not allowed on T.V.
(1) Liquor (2) Cigrattes
(3) Both 1 and 2 (4) Soaps
(5) None of these
Q.155. Entrepreneurs find direct marketing attractive because of (1) Investment is low
(2) It doesn't required specialized skills
(3) Returns are quick
(4) All of above
(5) None of these
Q.156. A theory states that no matter how efficiently goods/service are produced, if they cannot
be delivered to the customer in the quickest possible time it is vain-this theory is called(1) Quickest the best
(2) Instant service
(3) Service on time
(4) Timely effort
(5) Matter theory
Q.157. Demonstration is an exercises to(1) attractively pack and display the goods
(2) Prove the characteristic of the product
(3) Both 1 and 2
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4. neither 1 nor 2
5. none of these
Ans-3
189. Services have special characteristics namely ____________ which affect their marketing
process
1. intangibility
2. inseparability
3. Heterogeneity
4. Perishability
5. All the above
ANS:- 5
190. A consumer contest is an example of
1. personal selling
2. sales promotion
3. advertising
4. indirect selling
5. public relations
ANS:- 2
191. Which among the following advertising media has the maximum reach ?
1. TV
2. Radio
3. Outdoor
4. Magazines
5. None of these
ANS:- 2
192. A company is practicing _______ if it focuses on sub segments with distinctive traits that
may seek a special combination of benefits
1. micro marketing
2. niche marketing
3. mass marketing
4. segment marketing
5. none of these
ANS:- 2
193. When a company reviews sales, costs, and profit projections for a new product to find out
whether these factors satisfy the company's objectives, they are in which of the following new
process development stages ?
1. Concept development and testing
2. Commercialization
3. Business analysis
4. Marketing strategy development
5. none of these
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ANS:- 3
194. Sales targets are fixed on the basis of__________
1. Past experience
2. Time period
3. Brand positionary
4. All the above
5. None of these
ANS:- 4
195. Marketing persons need
A Innovative skills
B Laborious attitude
C Fighting nature
D Quality of imitating others
Ans- A
196. A prospect means.....
A A rude person
B a polite person
C a likely buyer
D a team leader
Ans- C
197. A call means........?
A To call out to someone
B a profession
C a speech
D a sales person visiting a likely buyer
Ans- D
198. A DSA means.........?
A Detective service agency
B Direct selling agent
C Direct supplying agent
D Distribution & sales agency
ans- B
199. Push marketing requires ........?
A Proper planning
B Good pushing strength
C Team Work
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D Aggressive marketing
Ans- D
200. Service marketing is the same as.........?
A Internet marketing
B Relationship marketing
C Internal marketing
D Telemarketing
Ans- B
201. Market research is useful for-------?
A Deciding proper marketing strategies
B Choosing old product
C Recruitment of staff
D None of these
Ans- A
202. Conversion means.......?
A Converting a prospect into a buyer
B Grouping of prospective clients
C Converting an employer into employee
D none of these
Ans- A
203. Which of the following is not include in 7P's of marketing?
A Product
B Production
C price
D People
Ans- B
204. Social marketing refers to.........?
A Marketing for a social cause
B Society bye-laws
C share marketing prices
D None of these
Ans- A