UPES MBA CCE TEST - Marketing Managementdocx

Exam Question MM
01. David A Aaker State the term. A unique set of brand associations that the brand strategist aspires to create or
maintain. These associations represent what the brand stands for and imply a promise to customers from the
organisation members.
Brand mark / Brand image / Brand equity / Brand Loyalty / Brand Identity
02. Logistics, or physical distribution (PD), provides: A) Possession utility. B) Time and place utility. C) Form utility.
D) Task utility. E) Possession and time utility.
Option a. is correct / Option b. is correct / Option c. is correct / Option d. is correct
03. The ultimate purpose of the environmental analysis is to: a) Facilitate the firm's strategic response to the
environmental changes b) To fulfil the demands of customers c) To meet the requirements of employees d) To
establish a chain between changes of environmental factors
04. ------- managing involves building and maintaining enough product assortments to meet the customer demand.
Inventory /Goods / Stock / All of above
05. There are at least three key consumer desirability criteria for PODs (points-of-difference): relevance,
distinctiveness, and ------- a. believability b. presentation style c. economy d. non-technological e. information
content
Option a. is correct / Option b. is correct / Option c. is correct / Option d. is correct / Option e. is correct
06. Palm-top computers, blood-less operation, and commercial space travel are some of the examples of:
Met Needs
Un Met Needs
07. To most small business entrepreneurs, marketing or promoting their products or services via the ------- can be a
daunting task.
Marketing strategy / Marketing research / Internet / Market Communication
08. In packaging design 'secondary-use' refers to: a. An additional use for the packaging b. Where the product's
packaging can be recycled c. Where a product has two packaging forms, one for the retailer and one for the end
consumer d. Where two products are wrapped together in a promotional offer e. All of the above
09. The Complete Man positioning of Raymond Suiting and Things go better with Coca-Cola positioning of Coca-Cola
are examples of successful ------- based on consumer psychographics.
Market Positioning / Brand Equity / Brand positioning / Customer Loyalty
10. The latest and perhaps the most profound impact on business and marketing has been the introduction of the
Strategy / E-Commerce / Internet / Mobile
11. A salesperson's compensation plan is typically made up of several elementsa fixed amount, ------- , expenses, and
fringe benefits. a. a variable amount b. bonuses c. recognition d. nonmonetary rewards e. retirement
12. ------- is a marketing discipline that utilises a variety of incentive techniques to structure sales-related programmes
targeted to customers, trade, and/or sales levels that generate a specific, measurable action or response for a product
or service.
Publicity / Personal Selling / Advertising / Sales Promotion / Public Relations
13. Which of the following statements is true? a. Supply chain is a subset of logistics. b. Logistics and supply chain are
same. c. Logistics is a subset of supply chain. d. Physical distribution and logistics are the same. e. Transportation
and logistics are same
14. When the producer wants to maintain control over the service level and outputs offered by the resellers it most
likely will use ------- distribution. a. competitive b. extensive c. intensive d. exclusive e. selective
15. After determining its advertising objectives, a company next sets its: for each product. a. advertising strategy b.
advertising budget c. advertising goals d. advertising format
Exam Question MM
Option a. is correct / Option b. is correct / Option c. is correct / Option d

16. A service is an intangible product involving a deed, a performance, or an effort that cannot be physically possessed.
Name the author.
Christian Gronroos / Berry and Parasuraman / Christopher H. Lovelock / Philip Kotler / D. L. Kurtz
17. Strategic market planning can be named as: a) Strategic Marketing Planning b) Strategic Market-Oriented Planning
c) Strategic Planning
Option a. is correct / Option b. is correct / Option c. is correct / All are correct
18. Which is not a role of a marketing channel? a. Promotion b. Risk-taking c. Product development d. Negotiation e.
Physical distribution
Option a. is correct / Option b. is correct / Option c. is correct / Option d. is correct / Option e. All are correct
19. Companies deciding on the number of intermediaries to use at each channel level have three strategies available to
them. They can use exclusive distribution, ------- distribution, and intensive distribution. a. selective b. extensive c.
self-selecting d. competitive e. collective
Option a. is correct / Option b. is correct / Option c. is correct /
20. Product management is an ------- lifecycle function within a company dealing with the planning or marketing of a
product at all stages of the product lifecycle
Organisational / Industrial / Firm
21. Who has given this definition? The new competition is not between what companies can produce in their factories
but between what they add to their factory output in the form of packaging, services, advertising, customer service,
financing, delivery arrangements, warehousing, and things people value.
Prof. Theodore Levitt / Henry Fayol / F W Taylor / Philip Kotler
22. Companies enlarge their _________ by either stretching existing product lines or adding new product lines, or both.
Marketing mix / Sales Mix / Product mix / Brand mix
23. In a marketing information system (MIS), a computer program that makes it easy for a marketing manager to get
and use information as he/she is making decisions is a(n): A) intranet. B) data warehouse. C) decision support
system (DSS). D) marketing model. E) None of the above.
24. What is the name of the distribution channel that involves a single firm setting up two or more marketing channels
to reach one or more customer segments? a. Vertical marketing network b. Multiple distribution network c.
Horizontal marketing network d. Hybrid marketing channel network e. Reverse channel system
25. In order to determine customer wants, the company usually needs to conduct -------.
Survey / Experiment / Marketing research / Pilot Study
26. ------- is setting a price for products that must be used along with a main product, such as blades for a razor. a.
Optional-product pricing b. Captive-product pricing c. By-product pricing d. Product line pricing
27. Management of distribution channels concerns two key elements: (1) managing the design of the channel and its
activities, and (2)-------: a) managing the communications b) managing the relationship of members in the channel
c) managing customers' expectations d) managing new technology
28. Eventually, when competitors cover and serve all the major market segments the market enters the ------- stage. a.
product-growth b. market-growth c. maturity d. market fragmentation e. market consolidation
29. Mobile phone manufacturers offer monthly price packages with international call packages, and text message
packages bundled in with different types of account, and these bundles are also available independently. This is
called: a) Product pricing. b) Price differentiation. c) Product bundling. d) Mixed price bundling.
Exam Question MM
30. ------- includes all the forces that directly or indirectly influence marketing operations by affecting an organisation
acquisition of inputs/creation of outputs
Internal Environment / External Environment / Marketing environment / None of these
31. Companies reduce the price of a good or service on the basis that a customer is prepared to commit either to buying
a large volume of that good or service now or in the future or paying for it within a specified time period. This is
referred to as: a) Bundling pricing b) Discount pricing c) Elasticity pricing d) Inflation pricing
32. ------- is the co-ordination of seller's aim to set up channels of information and persuasion to facilitate the sales of
goods/services or acceptance of an idea.
Personal Selling / Public Relations / Advertising / Promotion
-----are the sum of the -----and----- for any given level of production. a. Break-even costs; fixed; total costs b. Total
costs; fixed; variable costs c. Variable costs; fixed; total costs d. Fixed costs; total; variable costs e. Fixed costs
33. A ------- is a tangible object that can be seen and touched.
Service / Product / Quality / value
34. A(n) ------- is a name, term, sign, symbol, or design, or a combination of these that identifies the maker or seller of a
product or service. a. product feature b. sponsorship c. brand d. logo
As per AMA American Marketing Association
35. State whether the following statement is true or false? Wholesalers and retailers who take title to and possession of
goods and are called merchants.
True / False
36. State whether the following statement is true or false? Marketing channels are sets of interdependent organizations
involved in the process of making a product or service available for use or consumption
True / False
37. The ------- department has to monitor and control marketing activities continuously
Financial / HR / Marketing / Sales
38. According to -------, human needs are arranged in hierarchy and people will try to satisfy their most important
needs first
Abraham Maslow / Fredrick Hertzberg / Henry Fayol / Philip Kotler
39. ------- can be a means for companies to productively linked social responsibility to consumer marketing programs
Social Marketing / Marketing / Test Marketing / Green Marketing
40. Cognitive dissonance occurs in which stage of the buyer decision process model? a. Need recognition b.
Information search c. Evaluation of alternatives d. Post-purchase behaviour
41. With respect to the steps in the strategic planning model, which of the following steps follows "defining the
company mission"? a. Designing the business portfolio. b. Examining the global strategies of the firm. c. Planning
marketing and other functional strategies d. Setting company objectives and goals
42. Which of the following is an advantage created by the use of a sales force automation system? a. The sales force is
more motivated to acquire new customers. b. Salespeople can develop a stronger organizational climate. c. There is
less need for an inside sales force. d. Salespeople can more effectively and efficiently schedule sales calls and
make presentations. e. The cost of training the sales force is less expensive.
43. Customers prefer differentiated products and services when: a. substitute products and services are available. b. they
perceive high utility in such products and services. c. they are available at low prices and high quality. d. these are
offered by well-reputed companies
Exam Question MM

44. Good packaging has the power: a.to motivate the internal employees b. to guide the salesperson in dealing c. to
enhance organisational profitability d to influence customers attitudes and purchase decisions.
45. ------- are typically the least desirable level to position a brands points-of-difference, in part because competitors
can easily copy them. a. Benefits b. Attitudes c. Values d. Attributes e. Messages
46. The stage is the product life cycle that focuses on expanding market and creating product awareness and trial is the:
a. decline stage. b. introduction stage. c. growth stage. d. maturity stage
47. Pricing methods narrow the range from which the company selects its final price. In selecting that price, the
company must consider additional factors, including the impact of other marketing activities, company pricing
policies, gain-and-risk-sharing pricing, and the impact of price on: a. other parties b. channels of distribution c.
channel partners d. marketing activities e. none of the above
48. Brands are capable of triggering associations in the minds of consumers. These associations may sometimes enable
consumers to construe ------- meaning associated with a particular brand. a) physical b) sociological c) psychosocial
d) cognitive
49. In evaluating messages for advertising, telling how the product is better than the competing brands aims at making
the ad: a. meaningful. b. distinctive. c. believable. d. remembered.
50. There is a well-defined breakdown between those customers who are first concerned about price and others who are
willing to pay extra for higher quality, better features and superior performance. Automobiles span the spectrum
from Maruti to Mercedes. Airline service is partitioned into first class, business class and economy class.
Customer Motivation / Unmet Needs / Price Sensitivity of Customers / Customer Segmentation
51. Determining the promotion budget on the basis of financial availability of capital is characteristic of which of the
following budget methods? a. affordable method b. percentage-of-sales method c. competitive-parity method d.
objective-and-task method
52. State whether the following statement is true or false? Customers come to know a brand through a wide range of
contacts and touch points. These include word of mouth, personal interactions with company people, telephone
interactions, and company Web pages. Many brands are not maintained by advertising but by brand experience
True / False
53. The term used for gathering the primary data by selecting matched groups of subjects, giving them different
treatments, controlling related factors, and checking for differences in group responses. a. Observational research b.
Survey research c. Experimental research d. Mechanical research
54. When a company enters a new product category for which its current brand names are not appropriate, it will likely
follow which of the following brand strategies? a. Product extensions b. Line extensions c. Brand extensions d. New
brands
55. One common misuse of marketing research findings in contemporary business is the tendency for marketing
research to: a. become a vehicle for pitching the sponsors products. b. become a vehicle for discriminating in the
marketplace. c. become a means for raising prices. d. become a means for unfair competition
Exam Question MM
56. Which of the following is an example of competing on the basis of differentiation? a. A firm manufactures its
product with less raw material waste than its competitors. b. A firm's products are introduced into the market faster
than its competitors'. c. A firm's distribution network routinely delivers its product on time. d. A firm offers more
reliable products than its competitors. e. A firm advertises more than its competitors.
57. McDonald's and KFC are good examples of: a) Distributors. b) Franchising. c) Merchant. d) Retailers
58. When determining next year's sales plans, a sales manager needs to establish progress checkpoints: A. because
without these checkpoints he or she will be unable to analyse the firm's marketing mix B. so each of his or her
salespeople can have a copy of the plan C. to implement the strategic sales force technique D. so minor problems
can be identified and corrected before they become major problems E. to determine if his or her plan will generate
enough sales to cover the costs of implementing it
59. The owner of A Woman's Touch makes wooden cooling racks for pies, cookies, and cakes. Customers can buy her
products by ordering them through the mail. She also sells the racks at craft fairs in the Midwest. This activity is
associated with which element of the marketing mix? A. production B. presentation C. direction D. distribution E.
promotion
60. Within FMCG sectors the role of the retailer is significant, hence the need for brand managers to consider retailers'
concerns; they usually prefer: a. To stock only product lines that sell b. Stock goods with a high profit margin c.
Conventional sized packaging d. All of the above e. Fewer variations of a product
61. The consumer can obtain information from any of several sources. If the consumer were to obtain information from
handling, examining, or using the product, then the consumer would have obtained the information by using a(n): a.
personal source. b. commercial source. c. informative source. d. experiential source.
62. When a product goes into decline marketers may choose which of the following options? a. Deletion Milking or
harvesting Phased withdrawal Contacting out b. Deletion Milking or harvesting Phased withdrawal c. Restructuring
Deletion Milking or harvesting Phased withdrawal Contacting out d. Restructuring Deletion Milking or harvesting
Phased withdrawal
63.
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01. ------- is a strategy of using a successful brand name to launch a new or modified product in a new category. a.
Duo branding b. Line extension c. Brand extension d. Multi-branding
Selected Answer: 3. Option c. is correct
02. choose the best option Middlemen in indirect channels of distribution: A) often perform functions that producers
cannot perform efficiently by themselves. B) do not provide additional convenience to consumers. C) increase the
need for producers to make large investments in distribution facilities and personnel. D) make it necessary for
producers to carry more inventory. E) all of the above
Selected Answer: 1. Option a. is correct
Exam Question MM
03. Brands are capable of triggering associations in the minds of consumers. These associations may sometimes enable
consumers to construe -------
04. meaning associated with a particular brand. a) physical b) sociological c) psychosocial d) cognitive
05. Selected Answer: 3. Option c. is correct
06.
07.
08.
09.
10. Question 4
11.
12. Select the best answer.
13. What are the unique qualities of advertising? a. Advertising is expressive, allowing the dramatization of
products. b. Consumers view advertised
14. products as standard and legitimate. c. Advertising can be used to build up a long-term image for a product. d.
Consumers and competitors often
15. perceive large scale advertising as an indicator of the strength of the company, as it has the funds to advertise so
aggressively. e. All of the above.
16. Selected Answer: 5. Option e. is correct
17.
18.
19.
20.
21. Question 5
22.
24. In creating the communications message, what is the term applied to the process of putting the intended message
or thought into symbolic form? a.
25. Generating feedback. b. Encoding. c. Decoding. d. Developing the response. e. All of the above.
26. Selected Answer: 2. Option b. is correct
27.
28.
29.
30.
31. Question 6
32.
33. Select the best option.
34. There are two types of environmental forces, which influence an organization's marketing activities. a) Internal
and External Forces b) Macro and
35. Micro Environmental Forces c) Incremental and External Forces d) Micro and Internal Forces
36. Selected Answer: 2. Option b) is correct
37.
38.
39.
40.
41. Question 7
42.
43. Select the correct answer.
Exam Question MM
44. The researchers, Berry, Parasuraman and Zeithaml, cite 10 main criteria which between them cover the whole
service experience from the
45. customer's point of view. Which of the following is not an example of one of the criteria which influence the
quality of the outcome of the service
46. experience? a. Competence. b. Understanding the customer. c. Credibility. d. Access. e. Security.
Exam Question MM

48.
49.
50.
51.
52. Question 8
53.
55. In an example discussed in your text, Johnson & Johnson's recall of their Tylenol product following the
discovery that several bottles of Tylenol had
56. been laced with cyanide is consistent with which business philosophy? a. The marketing concept. b. The product
concept. c. The selling concept. d.
57. The societal marketing concept.
58. Selected Answer: 4. Option d.is correct
59.
60.
61.
62.
63. Question 9
64.
65. Choose the correct option.
66. State whether the following statement is true or false? Service companies wanting to operate in other countries
are usually welcomed with open
67. arms. Manufacturers usually face restrictions when attempting to sell their products in another country.
68. Selected Answer: 1. true
69.
70.
71.
72.
73. Question 10
74.
75. Choose the appropriate option
76. A differentiation strategy is defined as: A) Higher quality products or services than competitors. B) Innovation of
products or services greater than
77. competition. C) Providing different products or services which draw upon competences or resources which
competitors do not have. D) The
78. provision of products or services that offer benefits different from those of competitors and that are widely
valued by buyers.
79. Selected Answer: 4. Option d. is correct
80.
81.
82.
83.
84. Question 11
85.
Exam Question MM
87. If the researcher (because of time or cost constraints) selects the easiest population members from which to
obtain the information, he or she has
88. just selected a(n): a. judgment sample. b. sample random sample. c. convenience sample. d. stratified random
sample.
89. Selected Answer: 3. Option c is correct
Exam Question MM
90. Question 12
91.
92. choose the best option.
93. Which sales management tool shows a salesperson which customers and prospects to see during the next 12
months and in which months, as well
94. as which activities to carry out? a. positive incentives plan b. annual call plan c. sales quota plan d. sales force
automation systems e. time-and-duty
95. analysis
97.
98.
99.
100.
101. Question 13
102.
104. The term which lays out the target markets and the value proposition that will be offered, based on an
analysis of the best market opportunities. a.
105. Organizational plan b. Strategic marketing plan c. Corporate tactical plan d. Corporate mission e. Customer
value statement
107.
108.
109.
110.
111. Question 14
112.
113. Choose the most suitable answer.
114. ------- is setting the price steps between various products in a product line based on cost differences between
the products, customer evaluations of
115. different features, and competitors prices. a. optional-product pricing b. captive-product pricing c. product
line pricing d. by-product pricing
117.
118.
119.
120.
121. Question 15
122.
124. Which of the following statements about the purchase decision is true? A) Fear of what her mother would say
if she purchased a halter-top is an
125. example of a functional risk that Marie may not want to chance B) Seeking additional information about a
product almost always increases the
126. likelihood of post-purchase dissonance C) A man who sends his wife out to buy him Depends garment
protectors is afraid of the psychosocial risks
Exam Question MM
127. he might experience if someone saw him making the purchase D) A man who wants to lower the
psychosocial risk associated with buying a
128. hairpiece by convincing himself that most people will not be able to tell it's a toupee has eliminated all
cognitive dissonance
129. Selected Answer: 3. Option c is correct
130.
131.
132.
133.
134. Question 16
135.
Exam Question MM
137. H&R Block prepares income tax forms for its customers. Because many people avoid doing their taxes until
the last minute, H&R Block offices are
138. busiest during the six-week period prior to the tax filing deadline. The company instituted a sales promotion
which awarded customers who had their
139. taxes prepared early the opportunity to win double the amount of their tax refund. This strategy is to deal with
the ------- nature of services. A)
140. standardized B) perishable C) Tangible D) heterogeneous E) homogeneous
142.
143.
144.
145.
146. Question 17
147.
149. Which of the following is the most valuable piece of information for determining the social class of your best
friend's parents? A) The number of
150. years schooling that they had B) Their ethnic backgrounds C) Their combined annual income D) Their
occupations
151. Selected Answer: 4. Option d is correct
152.
153.
154.
155.
156. Question 18
157.
159. Branding provides suppliers with several advantages. What are these advantages? a. Branding enables the
supplier to attract a loyal and profitable
160. set of customers. b. Branding assists the supplier in market segmentation. c. Branding ensures easier order
processing and tracking. d. Brand
161. manufacturers spend a great deal of money and expend energy in brand building that cuts down on the need
for the supplier to advertise in
162. isolation. e. Branding increases innovation by giving producers an incentive to look for new features that can
be protected against imitating
163. competitors.
164. Selected Answer: 1. Option a. is correct
165.
166.
167.
168.
169. Question 19
170.
172. Gerda has been given the performance figures for the salespeople in the South-western district of her
organization. She is comparing their actual
Exam Question MM
173. sales with forecasted sales as well as looking at whether each salesperson was able to meet his or her sales
quota while keeping sales expenses
174. five percent lower than the previous year. Gerda is engaged in: A. leading B. planning C. management by
objectives D. organizing E. controlling
176.
177.
178.
179.
180. Question 20
181.
183. Assume that you are a marketing research director for a medium-sized manufacturing firm and you would
like to engage an outside marketing
Exam Question MM
184. research firm to conduct your field interviews. Which of the following options would be your best choice to
achieve your objective? a. A brand-
185. management specialty research firm. b. A custom marketing research firm. c. A global research management
firm. d. A specialty-line marketing
186. research firm.
188.
189.
190.
191.
192. Question 21
193.
194. Select the appropriate answer from the given option.
195. The consumer focus can be seen as a process that involves three steps. SEC A 1) The information is
disseminated throughout the firm and
196. products are developed 2)Customer wants are researched 3) customer satisfaction is monitored and
adjustments made if necessary. SEC B a)
197. 1,2,3 b) 3,2,1 c) 1, 3,2 d) 2, 1,3
198. Selected Answer: 4. Combination d) is correct
199.
200.
201.
202.
203. Question 22
204.
206. There are a number of key influences on the selection of distribution strategy. Which of the following is
generally recognized as a key influence? a)
207. Buyer behaviour b) Producer's needs c) Product type d) All of the above
209.
210.
211.
212.
213. Question 23
214.
216. "I predict that new sales manager Steve will one day have my job," said Mr. Peter, CEO of XYZ Enterprises.
"He has a remarkable ability to see the
217. 'big picture.' I don't think we've ever had a sales manager who better understood how his responsibilities fit
into the overall scheme of things." Steve
218. is strong on which managerial skill? A. conceptual and decision B. diagnostic C. technical D. people E.
selling
220.
221.
222.
Exam Question MM
223.
224. Question 24
225.
227. ------- is a face-to-face paid personal communication and aims to inform and persuade prospects and
customers to purchase products, services, or
228. accept ideas of issues.
229. Selected Answer: 2. Personal Selling
Exam Question MM
230. Question 25
231.
233. Marketing information systems (MIS) are built upon the gathering, sorting, analyses and evaluation and
distribution of information and are
234. comprised of which of the following? a. Intelligence activities. b. Computer programmes. c. People. d.
Research procedures. e. All of the above.
235. Selected Answer: 5. Option e. is correct
236.
237.
238.
239.
240. Question 26
241.
243. An understanding of how people shape their ethical standards and what induces them to get involved in
unethical conduct may be helpful in
244. decreasing instances of ------- conduct.
245. Selected Answer: 2. Unethical
246.
247.
248.
249.
250. Question 27
251.
253. ------- provide a schematic overview of the themes that characterized it.
254. Selected Answer: 1. Holistic marketing
255.
256.
257.
258.
259. Question 28
260.
262. Mobile phone manufacturers offer monthly price packages with international call packages, and text message
packages bundled in with different
263. types of account, and these bundles are also available independently. This is called: a) Product pricing. b)
Price differentiation. c) Product bundling.
264. d) Mixed price bundling.
266.
267.
268.
269.
270. Question 29
271.
Exam Question MM

273. There are two types of membership groups: primary and secondary. Which group they belong?
Exam Question MM
274. Selected Answer: 2. Reference Group

275.
276.
277.
278.
279. Question 30
280.
282. In order to analyse the current business portfolio, the company must conduct ------- analysis a tool by which
management identifies and evaluates
283. the various businesses that make up the company.
284. Selected Answer: 4. Portfolio
285.
286.
287.
288.
289. Question 31
290.
291. choose the best option
292. When the producer wants to maintain control over the service level and outputs offered by the resellers it
most likely will use ------- distribution. a.
293. competitive b. extensive c. intensive d. exclusive e. selective
295.
296.
297.
298.
299. Question 32
300.
302. State whether the following statement is true or false? A push strategy involves the manufacturer using
advertising and promotion to persuade
303. consumers to ask intermediaries for the product, thus inducing the intermediaries to order it.
305.
306.
307.
308.
309. Question 33
310.
312. There are at least three key consumer desirability criteria for PODs (points-of-difference): relevance,
distinctiveness, and ------- a. believability b.
313. presentation style c. economy d. non-technological e. information content
315.
316.
Exam Question MM
317.
318.
319. Question 34
Exam Question MM

321. State whether the following statement is true or false? A service marketer must develop strategies that satisfy
needs and wants of customers.
322. Selected Answer: 1. True
323.
324.
325.
326.
327. Question 35
328.
330. 2P + 2C+ 3S formula: Personalization, Privacy, Customer Service, Community, Site, Security, Sales
Promotion
332.
333.
334.
335.
336. Question 36
337.
339. State whether the following statement is true or false? Marketing channels are sets of interdependent
organizations involved in the process of
340. making a product or service available for use or consumption.
342.
343.
344.
345.
346. Question 37
347.
349. -------involves changes in an individual's behaviour arising from experience.
350. Selected Answer: 3. Learning
351.
352.
353.
354.
355. Question 38
356.
358. The another name of Micro Environment can be:
359. Selected Answer: 3. Task Environment
360.
361.
362.
363.
Exam Question MM
364. Question 39
365.
Exam Question MM
367. ------- professionals often manage complex campaigns staged in multiple locations aimed at reaching large
groups of people to create interest in
368. their produce or service.
369. Selected Answer: 4. Marketing Sales
370.
371.
372.
373.
374. Question 40
375.
377. State the term. A unique set of brand associations that the brand strategist aspires to create or maintain.
These associations represent what the
378. brand stands for and imply a promise to customers from the organisation members.
379. Selected Answer: 5. Brand Identity
380.
381.
382.
383.
384. Question 41
385.
387. Earlier Nestles Milkmaid was Milkmaid Condensed Milk, a convenient form of milk for use as tea or
coffee creamer or whitener. The sales of
388. Milkmaid reached a plateau in 1980s and the company repositioned the product as ideal for preparing sweets
and desserts. The pack design was
389. smartened up and changed to suit the strategy, which led to remarkably substantial gains in sales volume.
name the concept
390. Selected Answer: 1. Repositioning
391.
392.
393.
394.
395. Question 42
396.
398. Careers in ------- focus on marketing to a specific client or market sector and are most often found in
business-to business or business-to-
399. government arenas.
400. Selected Answer: 4. Marketing Sales
401.
402.
403.
404.
405. Question 43
406.
Exam Question MM
408. A process by which manufacturers and retailers help customers to differentiate between various offerings in a
market. This is called: a) diffusion b)
409. innovation c) market testing d) branding
Exam Question MM
411. Question 44
412.
414. After successful ------- of a new product, the company introduces the product in the market with full-scale
marketing programme.
415. Selected Answer: 2. Test marketing
416.
417.
418.
419.
420. Question 45
421.
423. ------- refers to storing subject-based, integrated, non-volatile, time variant data in support of managerial
decisions.
424. Selected Answer: 2. Data warehousing
425.
426.
427.
428.
429. Question 46
430.
432. A ------- is likely to be committed and enthusiastic about a particular brand is usually unlikely to be
influenced by a competitors actions and is an
433. asset to the marketer, being inclined to spread favourable word-of-mouth information or opinions.
434. Selected Answer: 3. Delighted customer
435.
436.
437.
438.
439. Question 47
440.
442. Management of distribution channels concerns two key elements: (1) managing the design of the channel and
its activities, and (2)-------: a)
443. managing the communications b) managing the relationship of members in the channel c) managing
customers' expectations d) managing new
444. technology
446.
447.
448.
449.
450. Question 48
451.
Exam Question MM
453. ------- are business, industrial or institutional organizations that buy goods or services to use in their own
organizations, to resell or to make other
454. products.
455. Selected Answer: 2. Business users
Exam Question MM
456. Question 49
457.
459. Service providers also use ------- to smooth out demand fluctuations.
460. Selected Answer: 4. Prices
461.
462.
463.
464.
465. Question 50
466.
468. State whether the following statement is true or false? In a geographically based sales force, a salesperson has
to visit all current and potential
469. customers in a given geographic territory.
470. Selected Answer: 1. True
471.
472.
473.
474.
475. Question 51
476.
478. ------- is a marketing discipline that utilises a variety of incentive techniques to structure sales-related
programmes targeted to customers, trade,
479. and/or sales levels that generate a specific, measurable action or response for a product or service.
480. Selected Answer: 4. Sales Promotion
481.
482.
483.
484.
485. Question 52
486.
488. A ------- strategy involves the manufacturer using its sales force and trade promotion money to induce
intermediaries to carry, promote, and sell the
489. product to end users. a. push b. pull c. promote d. provide e. none of the above
491.
492.
493.
494.
495. Question 53
496.
497. Choose the correct answer.
498. A ------- represents an intangible product that may involve human or mechanical effort in its delivery.
Exam Question MM
499. Selected Answer: 1. Service

500.
501.
502.
503.
504. Question 54
505.
507. The three major considerations in price setting includes, costs set as the floor, -------, and customers
assessment of unique features establishing
508. the price ceiling. a. competitors prices and the price of substitutes provide an orientation point b.
competitors prices establishes a target price
509. goal c. the price of substitutes establishes a target price d. the price of competitors and substitutes does not
enter into the pricing considerations.
510. e. none of the above
512.
513.
514.
515.
516. Question 55
517.
518. Choose the correct answer.
519. Strategic market planning can be named as: a) Strategic Marketing Planning b) Strategic Market-Oriented
Planning c) Strategic Planning
520. Selected Answer: 4. All are correct
521.
522.
523.
524.
525. Question 56
526.
528. According to ------- , ethical challenges are mainly in two situations: (1) decisions in situations commonly
called 'grey-areas' where the right decision
529. is debatable, and (2) decisions for issues where the right course of action is clear but individual and company
pressures, and circumstances force
530. good-intentioned marketing managers in the wrong direction.
531. Selected Answer: 4. Andrew Stark
532.
533.
534.
535.
536. Question 57
537.
Exam Question MM
539. Selling is most accurately described as being: communication with respect to the relationship with
consumers. a. non-personal b. non-structured c.
540. two-way, personal d. demand-directed
Exam Question MM
542. Question 58
543.
545. The most important factor, which is controlling and changing the human society and even impacting the
future is -------.
546. Selected Answer: 3. Product
547.
548.
549.
550.
551. Question 59
552.
554. The ------- Strategy is normally based and built upon the principles that govern the traditional, offline
Marketing- the well known 4 P's that form the
555. classic Marketing mix.
556. Selected Answer: 1. e-Marketing
557.
558.
559.
560.
561. Question 60
562.
564. Logistics, or physical distribution (PD), provides: A) Possession utility. B) Time and place utility. C) Form
utility. D) Task utility. E) Possession and
565. time utility.
567.
568.
569.
570.
571. Question 61
572.
574. ------- is the effective procedure of generating responses, hopefully in a predictable manner.
575. Selected Answer: 2. Marketing
576.
577.
578.
579.
580. Question 62
581.
583. Retailing activities resulting in transactions that occur away from a fixed store location are referred to as: a)
Non-store retailers. b) Convenience
584. stores. c) Department stores. d) Supermarkets
Exam Question MM

Exam Question MM
586. Question 63
587.
589. Some firms adopt this policy and each brand has its own individual name. Name the term
590. Selected Answer: 3. Desirable Qualities of Brand Names
591.
592. Wednesday, 15 November 2017 22:41:16 o'clock IST
593.
594.
595. OK
Exam Question MM
597.

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Exam Question MM

Option a. is correct / Option b. is correct / Option c. is correct / Option d

Option a. is correct / Option b. is correct / Option c. is correct / Option d. is correct

47. Selected Answer: 3. Option c. is correct

272. Select the best option.

274. Selected Answer: 2. Reference Group

320. Select the correct answer.

499. Selected Answer: 1. Service

585. Selected Answer: 1. Option a. is correct

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