1: Market ______ is the process of identifying groups of customers with basically similar wants,

needs, preferences or buying behaviors.

a. Development
b. Positioning
c. Segmentation .
d. Targeting

2: Positioning of a product is based on

a. Price charged for the product.
b. Promotional pitch for the product
c. Product characteristics.
d. All of the above.

3: ______ is the process of establishing and maintaining a distinctive place in the market for an
organization or its specific product offers:
a. Profiling
b. Targeting
c. Segmentation
d. Positioning

4: The core product is best defined as

a. The fundamental benefit of the product
b. Secondary product
c. Tangible product.
d. Augmented product.

5: Consumer goods are defined as

a. Relatively cheap products purchased on a regular basis
b. The products purchased to satisfy individual or household needs
c. Combination of shopping and specialty goods
d. All items purchased by an individual excluding those that an individual is legally required to
purchase e.g. car insurance.

6: Intermediaries are most closely associated with the concept of

a. Market targeting
b. Market segmentation
c. Channels of distribution
d. Marketing information systems

7: Where a manufacturer aggressively sells its products to wholesalers, this is known as

a. Direct marketing
b. Direct sale
c. A 'pull' distribution strategy
d. A 'push' distribution strategy
8: which of the following is not promotional mix
a. Advertising
b. Sale Promotion
c. Pricing
d. Public Relation

9: To evaluate an organization's Strategic Business Units (SBU), the Boston Consulting Group
developed a portfolio performance framework that characterizes some of the SBUs as:
a. question marks.
b. quick winners.
c. charging bulls.
d. cash outs.

10: Diversification is best described as which of the following?

a. Existing products in new markets
b. Existing products in existing markets
c. Developing new products for existing products
d. New products for new markets.

11: Which of the following are the three broad groups of consumer segmentation criteria?
a. Geographic, Demographic and psychological based.
b. behavioral-, gender- and industry- type variables.
c. Organizational size, demographic and behavioral variables
d. Psychographic, sociological and price variables.

12: These are costs which do not vary according to the number of units of product made or
service sold
a. Fixed costs
b. Moving assets.
c. Working capital
d. Fixed capital.

13: 4 cs are except

a. cost
b. convenience
c. customer solution
d. customized

14: Which of the following terms best fits the activity of marketing communications?
a. Making products available
b. Convenience of location
c. High level of regulation
d. Developing messages that can be understood and acted on by target audiences

15: What channel structure is it where the product goes directly from the producer to the final
customer?
a. Direct
b. Indirect
c. Hybrid
d. None of the above

Keeping in mind your business idea as we discussed in class, what can be four different ways to
position it? (Marks 05)

Differentiate between consumer products and Business products? (Marks 05)