MKT501- Marketing Management (Session - 4) (Part 2 of 2)

FINAL TERM EXAMINATION

Spring 2010

MKT501- Marketing Management (Session - 4)

Time: 90 min

Marks: 69

Question No: 24 ( Marks: 1 ) - Please choose one

Which of the following strategies requires premium pricing?

► Target market strategy

► Market segmentation strategy

► Differentiation strategy

► Cost leadership strategy

Question No: 25 ( Marks: 1 ) - Please choose one

Which of the following is the total process of moving goods from a manufacturer to a customer in the most timely and cost-efficient manner possible?

► Financing

► Logistics

► Warehousing

► Storing

Question No: 26 ( Marks: 1 ) - Please choose one

Which of the following is NOT included in the financial summary of a marketing plan?

► Pro-forma income statement

► Month-by-month agenda

► Breakeven analysis

► Assumptions

Question No: 27 ( Marks: 1 ) - Please choose one

Various studies have indicated that good sales people have various traits including which of the following?

► Soft-spoken

► Honest

► Persistency

► All of the above

Question No: 28 ( Marks: 1 ) - Please choose one

Which one of the following functions is being performed by wholesaler when they provide a sales force that helps manufacturers reach many small business customers at a relatively low cost.

► Selling and promoting

► Bulk breaking

► Financing

► Market information

Question No: 29 ( Marks: 1 ) - Please choose one

Which of the following options reflects the advantage of window shopping?

► We get a familiarity of the new items

► We can compare the brand, price and color of the items

► We spend time in an enjoyable way

► All of the given options

Question No: 30 ( Marks: 1 ) - Please choose one

In recent years, _____ has been growing fast. This includes selling to final consumers through direct mail, catalogs, telephone and the Internet.

► Specialty store

► Shopping center

► Superstore

► Nonstore retailing

Question No: 31 ( Marks: 1 ) - Please choose one

“The ideas or images attached by the supplier (for example by advertising)” reflect which of the following stimuli received by consumer from his or her environment?

► Social

► Significative

► Symbolic

► Public

Question No: 32 ( Marks: 1 ) - Please choose one

In which of the following researches, researcher creates a quasi-artificial environment to control spurious factors and then manipulates at least one of the variables?

► Qualitative marketing research

► Quantitative marketing research

► Experimental techniques

► Observational techniques

Question No: 33 ( Marks: 1 ) - Please choose one

The focus of marketing management is:

► Analysis of market

► Coordination among market players

► Distribution of products

► Beneficial exchange between customers and producers

Question No: 34 ( Marks: 1 ) - Please choose one

The classification of consumer goods into the categories of convenience, shopping, and specialty goods are based upon:

► The marketing manager’s decision

► The consumer’s input

► The industry’s perception

► Consumer buying habits

Question No: 35 ( Marks: 1 ) - Please choose one

Among the following, the items that would seldom be test marketed are:

► Instant coffees

► Microwave ovens

► Breakfast cereals

► Cosmetics

Question No: 36 ( Marks: 1 ) - Please choose one

Creating a package design that features a gold crest with a heavy maroon accent is a way of assisting in marketing the product by which of the following?

► Making the product more convenient to use

► Producing a package that can be easily used

► Evoking the product image through package design

► Producing package that is cost effective

Question No: 37 ( Marks: 1 ) - Please choose one

Which of the following is quick in innovation?

► Capital goods

► Food items

► Industrial goods

► IT products

Question No: 38 ( Marks: 1 ) - Please choose one

In an industry with many competing brands, which of the following would be used for new products?

► Competitive pricing

► Penetration pricing

► Skimming pricing

► Cost plus pricing

Question No: 39 ( Marks: 1 ) - Please choose one

Costs that do not vary with production or sales level are referred as ________.

► Fixed costs

► Variable costs

► Total costs

► Unit costs

Question No: 40 ( Marks: 1 ) - Please choose one

Which is the most common method used to set the pricing structure?

► Having the sales representative set the prices

► Having the industry set the prices of firm

► Having the government set the prices for the firm

► Having a pricing committee to set the prices

Question No: 41 ( Marks: 1 ) - Please choose one

Manufacturers of shampoos often send out free samples of their products with the magazines. This illustrates the use of which of the following element of promotional mix?

► Personal selling

► Sales promotion

► Direct mail

► Advertising

Question No: 42 ( Marks: 1 ) - Please choose one

Which of the following offers cash to customers who purchases a specific product within a specified time period?

► Rebates

► Coupons

► Contests

► Free travel

Question No: 43 ( Marks: 1 ) - Please choose one

According to many sales management experts, the very essence of sales process is:

► Prospecting

► Presentation

► Approach

► Close of sale

Question No: 44 ( Marks: 1 ) - Please choose one

Negotiation is also called as:

► Dispute formation

► Dispute resolution

► Dispute communication

► Dispute propagation

Question No: 45 ( Marks: 1 ) - Please choose one

Business firms that operate between producers and consumers are called:

► Intermediaries

► Retailers

► Wholesalers

► All of the given options

Question No: 46 ( Marks: 1 ) - Please choose one

When individuals open saving account, buy life insurance, or join health clubs to improve their physical conditions, they are probably seeking to satisfy their:

► Esteem needs

► Safety needs

► Social needs

► Physiological needs

Question No: 47 ( Marks: 1 ) - Please choose one

Marketing research consists of generating information to:

► Identify and define marketing opportunities

► Evaluate marketing actions

► Monitor marketing performances

► All of the given options

Question No: 48 ( Marks: 1 ) - Please choose one

During an exploratory research, a researcher may:

► Conduct a sales analysis

► Discuss the problem with the sales personnel

► Conduct marketing cost analysis

► All of the given options

Question No: 49 ( Marks: 3 )

Can a person reach self-actualization without meeting the lower level of needs? Briefly explain it.

Question No: 50 ( Marks: 3 )

What are the different functions performed by the wholesalers?

Question No: 51 ( Marks: 5 )

The main focus of small businesses lies in publicity than public relations, why so?

Question No: 52 ( Marks: 5 )

Why studying consumer behavior is important for marketers?

Question No: 53 ( Marks: 5 )

While starting the process of negotiation what points will you keep in mind during the process of negotiation?