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FINALTERM EXAMINATION Spring 2010 MKT501- Marketing Management

Question No: 1 ( Marks: 1 ) - Please choose one Life insurance is an example of which of the following goods? ► Convenience ► Expected ► Shopping ► Unsought

Question No: 2 ( Marks: 1 ) - Please choose one Which of the following is TRUE about a product? ► Every tangible thing the customer receives in an exchange ► The idea that the customer receives in an exchange ► The service that is rendered to a customer ► The physical object the customer receives in an exchange

Question No: 3 ( Marks: 1 ) - Please choose one Aggressive pricing is associated with which of the following stage of product life cycle? ► Introduction ► Growth ► Maturity ► Decline

Question No: 4 ( Marks: 1 ) - Please choose one Which of the following is NOT a decision required in commercialization? ► Why to launch the product? ► How to launch the product? ► Where to launch the product? ► When to launch the product?

Question No: 5 ( Marks: 1 ) - Please choose one According to “Research supporting odd pricing theory” which of the following number out of all the numbers between 1 and 100 is thought to have least perceived value as compared to its actual value? ► 90 ► 77 ► 55 ► 25

Question No: 6 ( Marks: 1 ) - Please choose one Mr. Ahmed wants to introduce a new product with the goal of quickly gaining mass- market share. As a consultant, you would recommend which of the following strategy? ► Cost-orientated pricing ► Psychological pricing

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► Market-penetration ► Market-skimming

Question No: 7 ( Marks: 1 ) - Please choose one Which of the following is an example of variable cost? ► Materials consumed during production ► Rent of factory ► Wages of permanent employees ► Depreciation of building

Question No: 8 ( Marks: 1 ) - Please choose one Which of the following is NOT the purpose of mass media? ► Advocacy ► Journalism ► Broadcoding ► Entertainment

Question No: 9 ( Marks: 1 ) - Please choose one Which of the following is an example of fix cost? ► Transport ► Power ► Raw material ► Rent of factory

Question No: 10 ( Marks: 1 ) - Please choose one A company manufactures shoes. The company incurred costs i.e. Rs.500, 000 for rent of the factory, Rs.20000 for transportation cost, Rs. 100, 000 for electricity bill and Rs. 600, 000 for raw material consumed. The total cost for the company is: ► 1,220,000 ► 600,000 ► 700,000 ► 720,000

Question No: 11 ( Marks: 1 ) - Please choose one If it costs a firm Rs. 600 to produce 4 units and Rs. 670 to produce 5 units. What will be marginal cost? ► Rs. 70 ► Rs. 100 ► Rs. 670 ► Rs. 600

Question No: 12 ( Marks: 1 ) - Please choose one Which of the following is the basic role of promotion? ► Interpretation ► Communication ► Manipulation

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► Information

Question No: 13 ( Marks: 1 ) - Please choose one Marketing communication planning framework starts with which of the following step? ► Marketing research ► Promotional analysis ► Context analysis ► Promotional goal setting

Question No: 14 ( Marks: 1 ) - Please choose one In which of the following year first formal advertising agency was established? ► 1853 ► 1846 ► 1845 ► 1843

Question No: 15 ( Marks: 1 ) - Please choose one Which of the following is TRUE for influencing? ► It has shared objective and resolve conflicts ► It has conflict between parties and no compromise ► It seeks compromise through influencer ► It has common objective proven by influencer

Question No: 16 ( Marks: 1 ) - Please choose one What is the mutual activity of negotiation and decision making? ► Compromise seeking ► Common objective ► Conflict between parties ► Presence of influence

Question No: 17 ( Marks: 1 ) - Please choose one Which of the following products is most likely to require a direct channel of distribution? ► Meat ► Automobiles ► Antibacterial soap ► Box of candies

Question No: 18 ( Marks: 1 ) - Please choose one Which of the following is a type of vertical marketing system? ► Franchise ► Direct selling ► Mail order ► Retailing

Question No: 19 ( Marks: 1 ) - Please choose one

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Identify the dealing in which seller requires that a dealer may not handle competitors' products. ► Exclusive dealing ► Intensive dealing ► Corporate dealing ► Selective dealing

Question No: 20 ( Marks: 1 ) - Please choose one Which of the following is NOT included in logistics? ► Purchasing ► Transporting ► Storage ► Financing

Question No: 21 ( Marks: 1 ) - Please choose one Which of the following consists of the sale of products for personal or household consumption either from a fixed location or a kiosk? ► Retailing ► Wholesaling ► Sales promotion ► Publicity

Question No: 22 ( Marks: 1 ) - Please choose one Which of the following is NOT the step of general model? ► Want recognition ► Pre-purchase behavior ► Post-purchase behavior ► Alternative selection

Question No: 23 ( Marks: 1 ) - Please choose one Which of the following is defined as a statistical method of combining data from multiple studies or from several types of studies? ► Meta analysis ► Observational analysis ► Technical analysis ► Fundamental analysis

Question No: 24 ( Marks: 1 ) - Please choose one For which of the following products would the manufacturer be more likely to use selective distribution? ► Bags of potato chips ► Paper clips ► Microwave ovens ► Nail clippers

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

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Studying consumer behavior can provide clues about which of the following? ► Developing new product ► Product features ► Prices ► All of the given options

Question No: 26 ( Marks: 1 ) - Please choose one Fixed costs ______as the number of units produced increases. ► Decrease ► Increase ► Divide in half ► Remain the same

Question No: 27 ( Marks: 1 ) - Please choose one The Boston Consulting Group Model indicates which of the following? ► Competitor analysis ► Share of market against largest competitor ► Market growth and share of market against largest competitor ► Market attractiveness

Question No: 28 ( Marks: 1 ) - Please choose one Sourcing contracts and other purchasing decisions reflect which of the following activities? ► Strategic activities ► Tactical activities ► Operational activities ► Functional activities

Question No: 29 ( Marks: 1 ) - Please choose one Which of the following is NOT a style of music video? ► Audio ► Picture ► Text ► Animation

Question No: 30 ( Marks: 1 ) - Please choose one Which one of the following wholesalers is involved in carrying stock of Air Conditioner (AC), offering credit to its customers, providing quicker deliveries and assistance of installation to its customers? Full-Service Wholesaler ► Limited-Service Wholesaler ► Merchant Wholesaler ► Exclusive distributor ►

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

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“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 Identify "Opportunity" for any organization from the following given options: ► Lower personal taxes ► Technological skills ► Poor access to distribution ► Closing of geographic markets

Question No: 33 ( Marks: 1 ) - Please choose one Which of the following is NOT a characteristic of focus group discussion? ► Usually last for 1 to 2 hours ► Usually recorded on video ► Expensive and slow ► Leads by a moderator

Question No: 34 ( Marks: 1 ) - Please choose one If an NGO purchases furniture for its office, it is purchasing a(an): ► Consumer good ► Consumer service ► Industrial good ► Industrial service

Question No: 35 ( Marks: 1 ) - Please choose one Which of the following is not the aggressiveness strategies used in business? ► Prospector strategy ► Analyzer strategy ► Innovator strategy ► Reactor strategy

Question No: 36 ( Marks: 1 ) - Please choose one Which of the following is a major characteristic of convenience goods? ► The products are exclusive brands and have complete warranties ► The promotional burden falls on the local retailer ► They are usually low price and with a brand name ► The consumer is willing to make a special effort to purchase them

Question No: 37 ( Marks: 1 ) - Please choose one A firm’s marketing strategy should emphasize stimulating demand in the: ► Introduction

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► Growth ► Maturity ► Decline

Question No: 38 ( Marks: 1 ) - Please choose one Which of the following commercialization decision involves in decisions regarding launching of the product in a single or in multiple localities? ► How to launch the product? ► Where to launch the product? ► When to launch the product? ► Why to launch the product?

Question No: 39 ( Marks: 1 ) - Please choose one Which of the following is a good example of using a package to assist in marketing the product? ► Designing the package so that the product will not be deformed or crushed during shipment ► Designing the package so that it could be put to some other use after the product it contains has been expended ► Choosing the package design that will adequately protect the contents for the least cost ► Providing tamper resistance seals on food or medicines containers

Question No: 40 ( 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: 41 ( Marks: 1 ) - Please choose one When all products of the company are given different brand names it is called: ► Combination branding ► Individual branding ► Family branding ► Group branding

Question No: 42 ( Marks: 1 ) - Please choose one Advertising and sales promotion are the most commonly used elements of promotion in a: ► Distribution strategy ► Product strategy ► Pushing strategy

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► Pulling strategy

Question No: 43 ( Marks: 1 ) - Please choose one The identification of potential customers is referred as: ► Approaching ► Prospecting ► Presentation ► Planning

Question No: 44 ( Marks: 1 ) - Please choose one BATNA is used in a situation when: ► Current negotiations fail and an agreement cannot be reached ► Both parties agree on a common solution ► Current negotiation succeed in finding out the solution of problem ► All of the given options

Question No: 45 ( Marks: 1 ) - Please choose one Costs can be reduced at the wholesale level by: ► Providing advertising allowances to the retailers ► Reduce wholesale prices ► Making large volume purchases from the manufacturers ► Increasing shipment distances to the retailers

Question No: 46 ( 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: 47 ( Marks: 1 ) - Please choose one The survey method of collecting data includes which of the following? ► Observations ► Personal interviews ► Reports ► Internal sales data

Question No: 48 ( Marks: 1 ) - Please choose one Which of the following statements refers to the effective use of personal interview? ► This method allows the researcher to collect more detailed and individually unique information. ► It is a least expensive method of collecting the primary data ► It is very fast method of collecting primary data ► They provide inaccurate information

Question No: 49 ( Marks: 3 )

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How retailers use technology for improving their performance?

Question No: 50 ( Marks: 3 ) What are those constructs that link the input and output actions in the consumer decision making process according to the model of Howard and Sheath?

Question No: 51 ( Marks: 5 ) A company is using sales force automation system and aims to increase customer’s satisfaction. How sales force automation system can be helpful in attaining customer’s satisfaction?

Question No: 52 ( Marks: 5 ) Why location is important for retailers and what are the promotional tools retailers can use?

Question No: 53 ( Marks: 5 ) Explain safety need by giving at least four examples?

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FINALTERM EXAMINATION

Spring 2010 MKT501- Marketing Management (Session - 4) Time: 90 min Marks: 69

Question No: 1 ( Marks: 1 ) - Please choose one Which of the following are the products bought by individuals and organizations for further processing or for use in conducting a business? ► Specialty ► Industrial ► Shopping

► Consumer

Question No: 2 ( Marks: 1 ) - Please choose one Introducing a new product into the market is called:

► Commercialization ► Experimenting ► Beta testing ► Test marketing

Question No: 3 ( Marks: 1 ) - Please choose one In which of the following, the marketer tries his best to include word of caution for using the product?

► Labeling ► Packaging ► Bundling ► Positioning

Question No: 4 ( Marks: 1 ) - Please choose one Which of the following best describes 3/10 net 40 ROG?

► The buyer must pay within 10 days of receipt of goods but will receive 3% discount if paid in 10 days ► The buyer must pay within 3 days of receipt of goods but will receive 10% discount if paid in 40 days ► The buyer must pay within 10 days of receipt of goods but will receive 3% discount if paid in 40 days ► The buyer must pay within 40 days of receipt of goods but will receive 3% discount if paid in 10 days

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Question No: 5 ( Marks: 1 ) - Please choose one Of the following, what refers to raising awareness about specific issues and to modify public attitudes?

► Public service announcement ► TV commercials ► Enrichment and education ► Public relations

Question No: 6 ( Marks: 1 ) - Please choose one A company manufactures shoes. The company incurred costs i.e. Rs.500, 000 for rent of the factory, Rs.20000 for transportation cost, Rs. 100, 000 for electricity bill and Rs. 600, 000 for raw material consumed. The variable cost for the company is Rs: ► 720,000 ► 700,000 ► 600,000 ► 500,000

Question No: 7 ( Marks: 1 ) - Please choose one In analyzing and building up a product portfolio a company can use: ► Boston Consulting Group matrix ► Contribution Margin analysis ► General Electric model ► All of the given options

Question No: 8 ( Marks: 1 ) - Please choose one Which of the following is the basic role of promotion? ► Interpretation ► Communication ► Manipulation ► Information

Question No: 9 ( Marks: 1 ) - Please choose one Which of the following is NOT method of promotion? ► Direct mail ► Public relations ► Retailing ► Advertising

Question No: 10 ( Marks: 1 ) - Please choose one Which of the following offers a reason to buy the product? ► Coupons ► Sales promotion ► Price pack deal ► Advertising

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Question No: 11 ( Marks: 1 ) - Please choose one How marketing manager can develop strategies for each product using information from sales force management system? ► Using communication mix variables ► Using marketing mix variables ► Using product mix variables ► Using promotion mix variables

Question No: 12 ( Marks: 1 ) - Please choose one In which of the following the sales force management systems are used? ► Selling and management ► Marketing and advertisement ► Management and marketing ► Management and advertisement

Question No: 13 ( Marks: 1 ) - Please choose one Which of the following is a readymade business, transferred from one place to other?

► Whole selling ► Retailing ► Franchising ► Direct selling

Question No: 14 ( Marks: 1 ) - Please choose one A vertical marketing system (VMS), in which independent firms at different levels of production and distribution, join together through contracts to obtain more economies or sales impact than they could achieve alone. What does this statement refers to? ► Corporate VMS ► Conventional VMS ► Administered VMS ► Contractual VMS

Question No: 15 ( Marks: 1 ) - Please choose one Which of the following is a type of vertical marketing system?

► Franchise ► Direct selling ► Mail order ► Retailing

Question No: 16 ( Marks: 1 ) - Please choose one Which of the following is NOT included in logistics?

► Purchasing ► Transporting ► Storage

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► Financing

Question No: 17 ( Marks: 1 ) - Please choose one In how many ways the consumer buying behavior can be analyzed? ► Five ► Four ► Three ► Two

Question No: 18 ( Marks: 1 ) - Please choose one Which of the following is NOT a psychological need?

► Need for affection ► Need for food ► Need for water ► Need for sleep

Question No: 19 ( Marks: 1 ) - Please choose one Which of the following is an opportunity in an organization?

► Competitors developing new products ► The relaxation or abolition of international tariffs ► New machinery or equipment ► Lack of computing expertise

Question No: 20 ( Marks: 1 ) - Please choose one In which of the following research technique data is not analyzed statistically?

► Qualitative ► Quantitative ► Operational ► Functional

Question No: 21 ( Marks: 1 ) - Please choose one What does RFP stand for?

► Request for proposal ► Response for price ► Response for product ► Request for promotion

Question No: 22 ( Marks: 1 ) - Please choose one The Cargo business covers which of the following decisions under the marketing mix strategy?

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► Product ► Price ► Placement ► Promotional

Question No: 23 ( Marks: 1 ) - Please choose one In which section of the marketing plan you would find the detailed information about the marketing environment, market trends, customers and competitors? ► Situation analysis ► Product/market background ► Marketing strategies ► Market analysis

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

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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:

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► 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

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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

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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?

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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?

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FINALTERM EXAMINATION Spring 2010 MKT501- Marketing Management (Session - 4) Ref No: Time: 90 min

Question No: 1 ( Marks: 1 ) - Please choose one Which of the following stage of product life cycle is most expensive? ► Introduction ► Growth ► Maturity ► Decline

Question No: 2 ( Marks: 1 ) - Please choose one In which of the following demand for the product reduces because of technological advances, shifts in consumer tastes and increased competition? ► Introduction stage ► Growth stage ► Maturity stag ► Decline stage

Question No: 3 ( Marks: 1 ) - Please choose one Which of the following is the degree to which new product matches the values and experiences of the individuals in the community?

► Innovation communicability ► Innovation divisibility ► Innovation compatibility ► Innovation complexity

Question No: 4 ( Marks: 1 ) - Please choose one Which of the following is the leak-proof packaging that provides additional protection for the primary container? ► Primary packaging ► Secondary packaging ► Transport packaging ► Decorative packaging

Question No: 5 ( Marks: 1 ) - Please choose one ABC Co., a major Swedish multinational, provides an example of the power of innovative packaging and customer thinking. ABC Co. is involved in which of the following types of packaging that enables milk, fruit juice, and other perishable liquid foods to be distributed without refrigeration?

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► Boxes

► Blister packs ► Cartons ► Aseptic packages

Question No: 6 ( Marks: 1 ) - Please choose one Which of the following brands is created specifically to counter a competitive threat?

► Premium brand

► Economy brand ► Fighting brand ► Corporate brand

Question No: 7 ( Marks: 1 ) - Please choose one Which of the following is a name, term, sign, symbol, design, or a combination of these, that identifies theproduct or service? ► Label ► Co-brand ► Brand ► Product

Question No: 8 ( Marks: 1 ) - Please choose one When two or more well known brands are combined in an offer it is called:

► Private brand

► Multibrands ► Co-brand ► New brand

Question No: 9 ( Marks: 1 ) - Please choose one To attract customers into stores, the store advertises its milk at a price less than cost, hoping that customers will purchase other groceries as well. Milk is acting as which of the following?

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► Premium item ► On- sale item ► Discounted item ► Loss leader

Question No: 10 ( Marks: 1 ) - Please choose one Which of the following way of advertising can be used to attract passing pedestrian?

► Sponsorships ► Commercials ► Billboards ► Catchy jingles

Question No: 11 ( Marks: 1 ) - Please choose one Which of the following is the basic role of promotion? ► Interpretation ► Communication ► Manipulation ► Information

Question No: 12 ( Marks: 1 ) - Please choose one Which of the following is NOT generally recognized as an element of the promotion mix?

► Sales promotion ► Pricing ► Public relations ► Advertising

Question No: 13 ( Marks: 1 ) - Please choose one IMC stands for what? ► Internal marketing community ► Integrated managing company ► Internal marketing communication ► Integrated marketing communication

Question No: 14 ( Marks: 1 ) - Please choose one Which of the following offers an incentive to buy a product? ► Direct mail ► Public relations ► Sales promotion ► Advertising

Question No: 15 ( Marks: 1 ) - Please choose one Which of the following is NOT a medium used for advertising? ► Publicity

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► Print media ► Television ► Radio

Question No: 16 ( Marks: 1 ) - Please choose one Lost-and-found advertising on papyrus was common in which of the following: ► Rom and India ► Greece and India ► Rom and China ► Greece and Rom

Question No: 17 ( Marks: 1 ) - Please choose one Which of the following is NOT the form of complex sales?

► Real estate development ► Large fleet vehicle sales ► Mining equipment sales ► Commercial goods sales

Question No: 18 ( Marks: 1 ) - Please choose one Which type of sales involves long sales cycles with multiple decision makers?

► Electronic sales ► Consultative sales ► Complex sales ► Direct sales

Question No: 19 ( Marks: 1 ) - Please choose one Which of the following is an advantage of sales force management system for marketing manager?

► Identifying the best customers ► Identifying segments within market ► Identifying target market ► All of the given options

Question No: 20 ( Marks: 1 ) - Please choose one Identify the type of promotion in which companies use celebrities for promotion. ► Personal selling ► Sales promotion ► Publicity ► Public relation

Question No: 21 ( Marks: 1 ) - Please choose one

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What is the intention of vertical marketing for retailers and wholesalers? ► Increase cost ► Reduce channels ► Reduce control ► Increase control

Question No: 22 ( Marks: 1 ) - Please choose one Which of the following is NOT a production decision? ► Delivery of goods ► Contracting ► Planning process ► Scheduling

Question No: 23 ( Marks: 1 ) - Please choose one Which of the following is a performance measure of efficiency of organization’s logistics?

► Logistics engineering ► Market logistics ► Landed cost ► Market growth

Question No: 24 ( Marks: 1 ) - Please choose one Which of the following is NOT a method of retailing? ► Counter-service ► Cross-selling ► Self-service ► Online shop

Question No: 25 ( Marks: 1 ) - Please choose one Which of the following is NOT a psychological need?

► Need for affection ► Need for food ► Need for water ► Need for sleep

Question No: 26 ( Marks: 1 ) - Please choose one Identify the projective technique in which a picture is shown and respondents are asked to make the story. ► Role playing ► Cartoon test ► Story completion ► Thematic apperception test

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

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A corporate VMS has the advantage of controlling the entire distribution chain under which of the following? ► A few intermediaries ► Mass distribution ► Single ownership ► A profit-maximizing strategic plan

Question No: 28 ( Marks: 1 ) - Please choose one Global markets are engaged in all of the following decisions EXCEPT: ► What country to enter in? ► How to enter? ► How to adopt their product and services? ► What to sell to governmental organization?

Question No: 29 ( Marks: 1 ) - Please choose one Which of the following involves the use and disposal of products as well as the study of how they are purchased? ► Consumer performance ► Consumer response ► Consumer behavior ► Consumer relationship

Question No: 30 ( Marks: 1 ) - Please choose one Maslow's hierarchy has a list of human needs from the most pressing to the least pressing. These include all of the following EXCEPT: ► Self-actualization ► Need recognition ► Safety needs ► Social needs

Question No: 31 ( Marks: 1 ) - Please choose one ______are the sum of the ______and ______for any given level of production. ► Fixed costs; variable; total costs ► Fixed costs; total; variable costs ► Variable costs; fixed; total costs ► Total costs; fixed; variable costs

Question No: 32 ( Marks: 1 ) - Please choose one Which of the following concepts is defined as the “responsiveness of the quantity demanded of a good or service to a change in its price”? ► Price elasticity ► Break-even pricing ► Demand curve ► Target cost

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

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What are the tasks of the sales representative? ► Informing customers; information gathering; persuasion ► Installation and demonstration of products; project management; maintaining relationships ► Prospecting clients; relationship management; monitoring the competition ► All of the above

Question No: 34 ( Marks: 1 ) - Please choose one Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called _____. ► Sales promotion ► Direct marketing ► Advertising ► Personal selling

Question No: 35 ( Marks: 1 ) - Please choose one Multi-component video news release (VNR’s) is one of the tools of: ► Advertising ► Sales promotion ► Direct marketing ► Publicity

Question No: 36 ( Marks: 1 ) - Please choose one “Unwillingness to change thought patterns that we have used in the past in the face of new circumstances” is showing which of the following concepts? ► Conservatism and inertia ► Experiential limitations ► Selective perception ► Source Credibility bias

Question No: 37 ( Marks: 1 ) - Please choose one Global Market is also called as:

► Consumer market ► Import market ► Export market ► Government market

Question No: 38 ( Marks: 1 ) - Please choose one A good marketing strategy would be to promote the extensive use of market segmentation in the: ► Introduction ► Growth ► Maturity ► Decline

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Question No: 39 ( Marks: 1 ) - Please choose one Pricing a product at 4.99 Rs rather than 5 Rs is an example of which of the following?

► Unit pricing ► Odd pricing ► Round down pricing ► One price policy

Question No: 40 ( Marks: 1 ) - Please choose one The opportunity to deduct 2 percent from the bill if payment is made within 10 days is a: ► Trade discounts ► Quality discounts ► Cash discount ► Off price discounts

Question No: 41 ( Marks: 1 ) - Please choose one If the firm's average total cost is equal to the price of the product at profit maximization then at what mode of operation the firm would be?

► Economic profit ► Normal profit ► Loss minimizing ► Shut down

Question No: 42 ( Marks: 1 ) - Please choose one If the price of product is between average total cost and average variable cost at profit maximization then at what mode of operation the firm would be? ► Economic profit ► Normal profit ► Loss minimizing ► Shut down

Question No: 43 ( Marks: 1 ) - Please choose one Industrial purchases usually refer to deal with: ► Retailers ► Wholesalers ► Agents ► Manufacturer

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

► Involves the selection of small number of retailers

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► Is usually used in the distribution of Candies and chewing gum ► Requires very little use of whole sellers ► Bypass the intermediaries

Question No: 45 ( Marks: 1 ) - Please choose one You are going to take a decision about a purchase and your decision is influenced by initial information you collected from a source. Identify the decision making style in this situation. ► Repetition bias ► Group decision ► Anchoring ► Selective perception

Question No: 46 ( Marks: 1 ) - Please choose one Which of the following statements most closely relates to the consumer decision process? ► An important factor in problem recognition is changed financial status ► There are two major steps: internal search and external decision making. ► Attitude triggers the consumer decision process ► Routine purchases require both evaluation and search

Question No: 47 ( Marks: 1 ) - Please choose one Marketing strategies that have been successful in one country often cannot be applied directly in international markets due to which of the following?

► Political differences

► Social differences ► Cultural differences ► Economic differences

Question No: 48 ( Marks: 1 ) - Please choose one The survey method of collecting data includes which of the following?

► Observations ► Personal interviews ► Reports ► Internal sales data

Question No: 49 ( Marks: 3 ) How the performance of a supply chain can be measured? Mention any three points.

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Question No: 50 ( Marks: 3 ) What is the purpose of marketing research?

Question No: 51 ( Marks: 5 ) A company is using sales force automation system and aims to increase customer’s satisfaction. How sales force automation system can be helpful in attaining customer’s satisfaction?

Question No: 52 ( Marks: 5 ) How public relations are helpful in creating goodwill for organizations?

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FINALTERM EXAMINATION Spring 2010 MKT501- Marketing Management (Session - 1)

Time: 90 min Marks: 69

Question No: 1 ( Marks: 1 ) - Please choose one Critical path analysis is a part of which of the following? ► Implementation stage ► Marketing strategies ► Executive summary ► Financial summary Page 16: Implementation Personnel requirements, assigning responsibilities, give incentives, training on selling methods, financial requirements, management information systems requirements, month-by-month agenda, pert or critical path analysis,

Question No: 2 ( Marks: 1 ) - Please choose one Which of the following is TRUE about a product? ► Every tangible thing the customer receives in an exchange ► The idea that the customer receives in an exchange ► The service that is rendered to a customer ► The physical object the customer receives in an exchange Page 23 : A product is similar to goods. In accounting, goods are physical objects that are available in the marketplace. This differentiates them from a service, which is a non-material product.

Question No: 3 ( Marks: 1 ) - Please choose one Which of the following is EXCLUDED from business analysis? ► Profit analysis ► Management analysis ► Cost analysis ► Sales forecast

Question No: 4 ( Marks: 1 ) - Please choose one Which of the following are the people who purchase new products almost as soon as the products reach the market? ► Innovators ► Late majority ► Early majority ► Late adopters Page no 33 of handouts An innovation refers to anything perceived by some one as new. It may have a long history of innovating product. But in true sense it’s an Innovation to the person, who sees it and it is he who spreads it through a social system.

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Question No: 5 ( Marks: 1 ) - Please choose one Which of the following is a name, term, sign, symbol, design, or a combination of these, that identifies the product or service? ► Label ► Co-brand ► Brand ► Product

Question No: 6 ( Marks: 1 ) - Please choose one Which of following is an example of corporate brand? ► Rafhan foods ► Knorr ► National foods ► Mercedes Page 36: When a company's name is used as a product brand name, this is referred to as Corporate branding

Question No: 7 ( Marks: 1 ) - Please choose one Which of the following price is quoted to a potential buyer, usually in written form? ► Wholesale price ► Market price ► List price ► Retail price

Question No: 8 ( Marks: 1 ) - Please choose one Market price is also known as: ► Effective price ► List price ► Retail price ► Wholesaler price Page 43 : The market price (also called effective price) is the amount actually paid.

Question No: 9 ( Marks: 1 ) - Please choose one Which of the following is a relatively long commercial in the format of a TV program? ► TV commercial donut ► Infomercials ► Sponsorship ► Product placement Infomercials are long-format television commercials, typically five minutes or longer. Infomercials are also known as paid programming

Question No: 10 ( Marks: 1 ) - Please choose one Identify the type of commercial for “Save wild life”.

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► Traditional commercial ► Political commercial ► Public service commercial ► Local station commercial

Question No: 11 ( Marks: 1 ) - Please choose one Which of the following is most profitable and requires seller to have most information about the customers? ► Second degree discrimination ► Indirect segmentation ► Direct segmentation ► Complete price discrimination Page 51: Complete price discrimination is most profitable, and requires the seller to have the most information about buyers. Indirect segmentation is least profitable, and requires the seller to have the least information about buyers

Question No: 12 ( Marks: 1 ) - Please choose one In analyzing and building up a product portfolio a company can use: ► Boston Consulting Group matrix ► Contribution Margin analysis ► General Electric model ► All of the given options Page 54: In building up a product portfolio a company can use various analytical techniques including •B.C.G. Boston Consulting Group-ANALYSIS •Contribution Margin Analysis •GE General Electric. Multi Factorol Analysis

Question No: 13 ( Marks: 1 ) - Please choose one Nido has advertised that get 5% extra milk for the same price. Identify the type of consumer sales promotion technique used by Nido. ► Cents-off deal ► Price deal ► Loyalty rewards program ► Price-pack deal Page 60: •Price-pack deal The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra).

Question No: 14 ( Marks: 1 ) - Please choose one Which of the following is the type of distribution in which a company stocks the product in as many outlets as possible?

► Exclusive distribution ► Corporate distribution ► Intensive distribution

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► Selective distribution Page 88: Intensive distribution - Where the majority of resellers stock the `product' (with convenience products, for example, and particularly the brand leaders in consumer goods markets) price competition may be evident.

Question No: 15 ( Marks: 1 ) - Please choose one Which of the following is the benefit of intensive distribution? ► It increases coverage only ► It increases sales only ► It increases coverage and price ► It increases coverage and sales

Question No: 16 ( Marks: 1 ) - Please choose one Outbound operations, including all fulfillment activities and transportation to customers are which type of supply chain management activities?

► Strategic level ► Tactical level ► Operational level Page 91 ► Functional level

Question No: 17 ( Marks: 1 ) - Please choose one Direct selling is best for which of the following? ► Furniture ► Refrigerator ► Car ► Encyclopedia

Question No: 18 ( Marks: 1 ) - Please choose one Telemarketing is an example of which of the following: ► Electronic sales ► Industrial selling ► Indirect selling ► Direct selling Page 72 : Indirect - human-mediated but with indirect contact • telemarketing or telesales

Question No: 19 ( Marks: 1 ) - Please choose one The physical aspects of the product are stimuli that the consumer receives from his or her environment. These are classified as ______aspects. ► Significative ► Symbolic ► Social ► Perceptual Page 98: Significative - the 'real' (physical) aspects of the product or service (which the company make use of)

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Question No: 20 ( Marks: 1 ) - Please choose one Especially for which type of products the marketers should view packaging as a major strategic tool? ► Convenience products ► Consumer shopping products ► Industrial products ► Specialty products

Question No: 21 ( Marks: 1 ) - Please choose one Which of the following concepts is defined as the “responsiveness of the quantity demanded of a good or service to a change in its price”? ► Price elasticity ► Break-even pricing ► Demand curve ► Target cost

Question No: 22 ( Marks: 1 ) - Please choose one Which one of the following models is created by “Chris Fill”? ► Major Community Facilities Program ► Medical Center for Federal Prisoners ► Minimum Cost Flow Problem ► Marketing Communications Planning Framework Page 57: The Marketing Communications Planning Framework (MCPF) is a model for the creation of an integrated marketing communications plan. Created by Chris Fill,

Question No: 23 ( Marks: 1 ) - Please choose one Objectives are common in which of the following pair of group activities?

► Decision making-Influencing ► Influencing-Negotiation ► Decision making-Negotiation ► All of the given options Page 75: Negotiation differs from "influencing" and "group decision making."

Question No: 24 ( Marks: 1 ) - Please choose one In which of the following countries, arcades (a street of several different shops) were invented?

► France ► Italy ► Germany ► England Page 95: In the nineteenth century, in France, arcades were invented, which were a street of several different shops,

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Question No: 25 ( Marks: 1 ) - Please choose one Which of the following shopping involves walking through a shopping district or mall with the purpose of looking at the displays in each retail store? ► Window shopping ► Online shopping ► Actual shopping ► Virtual shopping

Question No: 26 ( Marks: 1 ) - Please choose one Which of the following statement reflects one of the concepts “Significative” i.e. a stimuli received by consumer from his or her environment? ► The 'real' (physical) aspects of the product or service (which the company make use of) ► The ideas or images attached by the supplier (for example by advertising) ► The ideas or images attached to the product or service by 'society' (for example, by reference groups) ► The ideas or images attached by the manufacturer Page 98: Significative - the 'real' (physical) aspects of the product or service (which the company make use of)

Question No: 27 ( Marks: 1 ) - Please choose one By keeping in the mind the SWOT analysis, identify ‘strength” from the following given options: ► Changing customer tastes ► Closing of geographic markets ► Tax increases ► Customer loyalty/relationship

Question No: 28 ( Marks: 1 ) - Please choose one Which of the following options reflects “Weakness” of any organization? ► Unreliable product service ► Leading brand ► Changing customer tastes ► Technological skills

Question No: 29 ( 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 page 109 ► Observational techniques

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

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If an NGO purchases furniture for its office, it is purchasing a(an):

► Consumer good ► Consumer service ► Industrial good ► Industrial service

Question No: 31 ( Marks: 1 ) - Please choose one Typically high priced and frequently used branded are:

► Impulse goods ► Convenient goods page 24 ► Shopping goods ► Specialty good

Question No: 32 ( Marks: 1 ) - Please choose one Pricing a product at 4.99 Rs rather than 5 Rs is an example of which of the following?

► Unit pricing ► Odd pricing ► Round down pricing ► One price policy Page 40: In a study, the perceived value of all the numbers between 1 and 100 were studied, and 77 was shown to have the lowest perceived value relative to its actual value.

Question No: 33 ( Marks: 1 ) - Please choose one Many business executives argue that a more accurate explanation of actual pricing behavior is that within a given profit constraints, firms strive for:

► Profit maximization( not sure) ► Target return ► Sales maximization ► Market share

Question No: 34 ( Marks: 1 ) - Please choose one which statement would qualify as a definition of a cash discount?

► A 3 percent discount for buying the truckload ► A discount for performing some promotional activities ► Receiving a rebate for cash payment ► A discount for prompt return of invoice with payment

Question No: 35 ( Marks: 1 ) - Please choose one Management at XYZ Company is having difficulty in raising the introductory price on system components to cover its increased costs. To cover the

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Question No: 36 ( Marks: 1 ) - Please choose one Costs that remain stable regardless of the level of production achieved are called:

► Fixed cost ► Variable cost ► Average total cost ► Marginal cost

Question No: 37 ( 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: 38 ( Marks: 1 ) - Please choose one The stage in which the sales person relates the feature of its product to the needs of customer is:

► Demonstration ► Prospecting ► Presentation ► Close

Question No: 39 ( Marks: 1 ) - Please choose one The presentation which is given by the sales person should include: ► Discussing the product’s technical specification ► Mentioning the product weakness ► Criticizing the competitor’s product ► Pointing out the product’s strength and weaknesses

Question No: 40 ( Marks: 1 ) - Please choose one According to many sales management experts, the very essence of sales process is: ► Prospecting ► Presentation ► Approach ► Close of sale

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Question No: 41 ( Marks: 1 ) - Please choose one One factor that would cause the marketing channel to be longer is: ► The geographical concentration of consumers ► Product having low technical complexities ► The manufacturer desire to control the channel ► Large orders

Question No: 42 ( Marks: 1 ) - Please choose one Which of the following shows the type of distribution channel in which manufacturer designated only a few dealers in an area to carry its products? ► Selective distribution ► Intensive distribution ► Exclusive distribution ► None of the given options Page 88: Exclusive distribution - Only specially selected resellers (typically only one per geographical area) are allowed to sell the `product'.

Question No: 43 ( Marks: 1 ) - Please choose one Which of the following are wholesaling intermediaries who may or may not take possession but who never take the title? ► Merchant wholesaler ► Agent (not sure) ► Wholesalers ► None of the given options

Question No: 44 ( Marks: 1 ) - Please choose one Due to the decline in the growth of planned shopping centers in recent years, new strategies are being pursued such as: ► A combination of shopping mall, amusement park, and hotel ► A combination of shopping mall and car parking facility ► Complimentary theater tickets for shopping centre customers(not sure) ► Live TV broadcast from the shopping centers

Question No: 45 ( Marks: 1 ) - Please choose one According to Maslow's hierarchy of needs theory, which need will emerge when the physiological needs are met?

► Love ► Safety ► Status ► Being When the physiological needs are met, the need for safety will emerge. Safety and security rank above all other desires

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When the physiological needs are met, the need for safety will emerge. Safety and security rank above all other desires.

Question No: 46 ( Marks: 1 ) - Please choose one Which of the following statements concerning consumer behavior is true? ► It is a decision process and the act of purchasing ► It is impossible to predict due to variance in income level and culture ► It is a result of fixed activities performed by the consumers ► It is determined by the individual genetic characteristics

Question No: 47 ( Marks: 1 ) - Please choose one Sales forecast plays a major role in: ► New product decisions ► Production technology ► Quality control ► Marketing research

Question No: 48 ( Marks: 1 ) - Please choose one Which of the following would be a topic for exploratory research? ► Accounting procedure and financial practices ► Publicity and public relations ► New product development ► Sales result and market coverage

Question No: 49 ( Marks: 3 ) You are going to purchase a personal computer; which channel of distribution you will use to purchase your computer. Explain it with logical reasoning.

A. I will prefer to purchase to retailer, because it’s convenient rather than searching out the different companies for every part of PC. Its feel me easy to buy from one place. In some cases it’s not possible that to purchase single from manufacturer.

Question No: 50 ( Marks: 3 ) In SWOT analysis “S” and “W” are considered as Strength and Weakness. Define these two concepts by taking example of each.

A. Strengths are traits of the organization that are supportive for the success of the objective, e.g. size of company comparatively to other, cash flow, acuity of companies’ product & many more.

Weaknesses are characteristics of the organization that are injurious to the achievement of the objective, e.g. poor management, lack of employee talent etc.

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Question No: 51 ( Marks: 5 ) You as a technical consultant, on behalf of clients, have participated in negotiations. On which basis you will determine the success of negotiation and failure of negotiation at the end of negotiation session? A. Every negotiation needs planning. At the end of session if I able to satisfy the clients queries or I convince him to buy the product, it’s seems successful negotiation. In failure sessions, clients’ stills have some confusion in mind regarding the product/service or subject.

Question No: 52 ( Marks: 5 ) A general model of the buyer decision process implies that customers pass through all stages in every purchase. Do you think that in more routine purchases, customers often skip some of the stages? Justify your answer with logical reasoning by taking an example of hamburger purchased by a student. A. Yes, purchaser often skips some stages in process. As in example of hamburger purchased by student there is so may factor which enforce him for quick decision and skip some steps. Some students are in hurry they don’t have proper knowledge about the restaurant and just buy it which is economical for them. Some time student purchase the cheapest burger no matter how it taste or healthy or not. Some time students are addict to certain brands, so they don’t look at other alternatives and just buy their favorite one. Etc.

Question No: 53 ( Marks: 5 ) There are different activities which are performed in the supply chain management process in order to get satisfaction level of the customers. In your view what type of tactical activities are performed in the supply chain management process?

A. Following are some activities to be performed: Source contracts and other purchasing decisions. Production decisions, locations, scheduling, and planning process. Inventory decisions, including quantity, location, and quality of inventory. Transportation strategy, including, routes, and contracting. Benchmarking of all operations against competitors and implementation of best practices throughout the enterprise.

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FINALTERM EXAMINATION Spring 2010 MKT501- Marketing Management (Session - 4)

Time: 90 min

Question No: 1 ( Marks: 1 ) - Please choose one Critical path analysis is a part of which of the following? ► Implementation stage (correct) ► Marketing strategies ► Executive summary ► Financial summary

Question No: 2 ( Marks: 1 ) - Please choose one Packaging used for the ice creams is an example of which of the following?

► Decorative packaging ► Transport packaging ► Secondary packaging ► Primary packaging

Question No: 3 ( Marks: 1 ) - Please choose one A brand targeted to a high price elasticity market segment is called:

► Premium brand ► Economy brand ► Fighting brand ► Costly brand An Economy brand is a brand targeted to a high price elasticity market segment Question No: 4 ( Marks: 1 ) - Please choose one All of the following are true about price EXCEPT: ► Price is independent of the other elements of the marketing mix ► Price is the monetary value of a product ► Price is most flexible tool in the marketing mix ► Price is marketing mix element which produces revenue

Question No: 5 ( Marks: 1 ) - Please choose one Which of the following price will be used for the heart pacemaker? ► Skimming price ► Penetration price ► Psychological price ► Premium price

Question No: 6 ( Marks: 1 ) - Please choose one

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During which year a revolution came that transformed advertising into a modern, more scientific approach in which creativity was focused making advertisements interesting to read? ► 1913s ► 1940s ► 1960s ► 1930s The 1960s saw advertising transform into a modern, more scientific approach in which creativity wasallowed to shine, producing unexpected messages that made advertisements interesting to read. Question No: 7 ( Marks: 1 ) - Please choose one When was mass media introduced?

► 1950s ► 1940s ► 1930s ► 1920s

Question No: 8 ( Marks: 1 ) - Please choose one A company is offering a reduced price if you buy two t-shirts instead of just one. Identify the type of price discrimination? ► First degree discrimination ► Forth degree discrimination ► Third degree discrimination ► Second degree discrimination In second degree price discrimination, price varies according to quantity sold. Larger quantities are available at a lower unit price. Question No: 9 ( Marks: 1 ) - Please choose one Which of the following offers an incentive to buy a product? ► Direct mail ► Public relations ► Sales promotion ► Advertising

Question No: 10 ( Marks: 1 ) - Please choose one Nido has advertised that get 5% extra milk for the same price. Identify the type of consumer sales promotion technique used by Nido. ► Cents-off deal ► Price deal ► Loyalty rewards program ► Price-pack deal

Question No: 11 ( Marks: 1 ) - Please choose one All of the following are the objectives of sales promotion EXCEPT: ► Personal interaction between two or more people ► Invites and rewards quick consumer response

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► Offers strong incentives to buy ► Attracts consumer attention

Question No: 12 ( Marks: 1 ) - Please choose one What does BATNA stands for?

► The best alternative to a negotiated agreement (correct pg 75) ► The best available to a negotiated agreement ► The best alternating to a new agreement ► The best available to a new agreement Best alternative to a negotiated agreement (batna) Question No: 13 ( Marks: 1 ) - Please choose one How marketing manager can develop strategies for each product using information from sales force management system? ► Using communication mix variables ► Using marketing mix variables (correct pg 81) ► Using product mix variables ► Using promotion mix variables Developing marketing strategies for each of your products using the marketing mix variables of price, product, distribution, and promotion

Question No: 14 ( Marks: 1 ) - Please choose one Which of the following is the combination of institutions through which a seller, market products to the user?

► Marketing logistics ► Supply chain management ► Distribution channel ► Inventory management

Question No: 15 ( Marks: 1 ) - Please choose one Outbound operations, including all fulfillment activities and transportation to customers are which type of supply chain management activities?

► Strategic level ► Tactical level ► Operational level ► Functional level Outbound operations, including all fulfillment activities and transportation to customers. (pg92)

Question No: 16 ( Marks: 1 ) - Please choose one What does GSCF stand for?

► Global Supply Chain Forum

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► Global Supply Chain Federation ► Global Supply Chain Finance ► Greater Salina Community Foundation

Question No: 17 ( Marks: 1 ) - Please choose one Which of the following is a supply chain management model promoted by the Supply- Chain Council? ► SCOR ► GSCF ► SCM ► CRM SCOR is a supply chain management model promoted by the Supply-Chain Council. Another model is the SCM Model proposed by the Global Supply Chain Forum (GSCF). Supply chain activities can be grouped into strategic, tactical, and operational levels of activities. (handouts

Question No: 18 ( Marks: 1 ) - Please choose one Which of the following is an example of agency based sales?

► Web selling ► B2 B selling ► Advertising ► Real estate

Question No: 19 ( Marks: 1 ) - Please choose one What is the input of consumer behavior? ► Response ► Stimuli ► Actions ► Reactions The 'inputs' (stimuli) that the consumer receives from his or her environment are Question No: 20 ( Marks: 1 ) - Please choose one Which of the following is considered as a strength to an organization?

► Competitors developing new products ► New machinery or equipment ► Lack of computing expertise ► A new or developing market

Question No: 21 ( Marks: 1 ) - Please choose one Products that are usually purchased due to adversity and high promotional back up rather than desire are called:

► Sought goods ► Unique goods ► Unsought goods

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► Preferred goods

Question No: 22 ( Marks: 1 ) - Please choose one Retailers are the part of:

► Broad environment ► Weak environment ► Task environment ► Competitive environment

Question No: 23 ( Marks: 1 ) - Please choose one In which section of the marketing plan you would find the detailed information about the marketing environment, market trends, customers and competitors? ► Situation analysis (correct pg17) ► Product/market background ► Marketing strategies ► Market analysis

Summary of Situation Analysis

External threats, external opportunities, internal strengths, internal weaknesses, key success factors in the industry, our sustainable competitive advantage, marketing research etc must be carefully understood and analyzed. Information requirements, research methodology and research results must be carefully ascertained at this stage and carried out.

Situation analysis is a marketing term, and involves evaluating the situation and trends in a particular company's market. Situation analysis is often called the "three c's", which refers to the three major elements that must be studied: Customers Costs Competition The number of "c's" is sometimes extended to four, five, or even six, with "Collaboration", "Company", and "Competitive advantage".

Question No: 24 ( Marks: 1 ) - Please choose one For which of the following products would the manufacturer be more likely to use selective distribution?

► Bags of potato chips ► Paper clips ► Microwave ovens ► Nail clippers

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Question No: 25 ( Marks: 1 ) - Please choose one Fixed costs ______as the number of units produced increases. ► Decrease ► Increase ► Divide in half ► Remain the same (correct)

Question No: 26 ( Marks: 1 ) - Please choose one ______are the sum of the ______and ______for any given level of production. ► Fixed costs; variable; total costs ► Fixed costs; total; variable costs ► Variable costs; fixed; total costs ► Total costs; fixed; variable costs

Question No: 27 ( Marks: 1 ) - Please choose one In which of the following machines you insert a coin, select a song and song starts to play at your own choice? ► Black box ► Lock box ► Juke box ► Pandora box Question No: 28 ( Marks: 1 ) - Please choose one Whenever bread comes in your mind; you usually think of a limited number of brand names. It reflects which one of the following concepts? Mind Share ► Dominant mind share ► Market share ► Relative market share ► When people think of examples of a type or category of product, they think of a limited list (referred to as an evoked set). Any product included in an evoked set has mind share.

Question No: 29 ( Marks: 1 ) - Please choose one Which one of the following functions is being performed by the wholesaler when they achieve savings for their customers through buying carload lots and segregate it into smaller units? Bulk breaking ► Selling and promoting ► Financing ► Transportation ► Bulk Breaking: involves dividing larger quantities into smaller quantitie Question No: 30 ( Marks: 1 ) - Please choose one Which one of the following wholesalers is involved in carrying stock of Air Conditioner (AC), offering credit to its customers, providing quicker deliveries and assistance of installation to its customers? Full-Service Wholesaler ►

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Limited-Service Wholesaler ► Merchant Wholesaler ► Exclusive distributor ► Full-Service Wholesaler - a wholesaler offering a complete range of services including buying, selling, storage, transporting, sorting, financing, providing market feedback and risk-taking; also called a Full-Function Wholesaler.

Question No: 31 ( Marks: 1 ) - Please choose one Which of the following shopping involves walking through a shopping district or mall with the purpose of looking at the displays in each retail store? Window shopping ► Online shopping ► Actual shopping ► Virtual shopping ►

Question No: 32 ( Marks: 1 ) - Please choose one Which one of the following is NOT included in a model “AIUAPR” of buyer decision making model?

Understanding ► Procurement ► Repeat purchase ► Understanding ► .( Awareness, Interest, Understanding, Attitudes, Purchase, Repeat purchase) Question No: 33 ( Marks: 1 ) - Please choose one In which of the following, decisions are unduly influenced by initial information that shapes our view of subsequent information? Anchoring ► Group decision ► Conservatism and inertia ► Faulty generalizations ► Anchoring - Decisions are unduly influenced by initial information that shapes our view of subsequent information. Question No: 34 ( Marks: 1 ) - Please choose one The need for the security of employment and security of revenues reflects which of the following needs.

Physiological needs ► Self-actualization ► Love/belonging needs ► Safety needs ►

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

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Which of the following is NOT a safety need? Security of revenues and resources ► Moral and physiological security ► The need to regulate body temperature ► Security of employment ►

Question No: 36 ( 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 ► Experimental Techniques - the researcher creates a quasi-artificial environment to try to control spurious factors, and then manipulates at least one of the variables - examples include purchase laboratories and test markets. Question No: 37 ( Marks: 1 ) - Please choose one Which of the following is the part of implementation section of marketing plan?

Critical path analysis (correct) ► Physical distribution ► Competitor indexing ► Brand equity ► 6. Implementation Personnel requirements, assigning responsibilities, give incentives, training on selling methods, financial requirements, management information systems requirements, month-by-month agenda, pert or critical path analysis, monitoring results and benchmarks, adjustment mechanism, contingencies (What if's) need to be worked out Question No: 38 ( Marks: 1 ) - Please choose one In which of the following strategies the firm shows no proactive or little proactive approach?

► Prospector strategy ► Analyzer strategy ► Innovator strategy ► Reactor strategy Reactor A reactor has no proactive strategy. They react to events as they occur. They respond only when they are forced to by macro environmental pressures. This is the least effective of the four strategies. It is without direction or focus. Question No: 39 ( Marks: 1 ) - Please choose one Which of the following is a basic characteristic of a shopping good?

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► Store image is unimportant if price is low ► Brand is most important variable ► Product is exclusive ► Product location needs to be convenient (not sure)

Question No: 40 ( Marks: 1 ) - Please choose one Which of the following is a brand created and owned by a large retailer of a product after purchasing in bulk quantity from manufacturer?

► Co-brand ► Private brand ► Manufacturer's brand ► Licensed brand Ref: When large Retailers buy products in bulk from manufacturers and put their own brand name on them, this is called Private Branding, store brand, or private la Question No: 41 ( Marks: 1 ) - Please choose one Which of the following is the pricing objective mentioned most frequently by four out of every five firms?

► Meeting competitors’ prices ► Target return on sales ► Sales maximization ► Revenue maximization

Question No: 42 ( Marks: 1 ) - Please choose one Reductions in price offered to consumers, industrial users, or channel members for prompt payment of a bill are known as:

► Trade discounts ► Quality discounts ► Cash discount (correct) ► Off price discounts Cash discounts for prompt payment - These are intended to speed payment and thereby provide liquidity to the firm. They are sometimes used as a promotional device. Question No: 43 ( 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

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Question No: 44 ( Marks: 1 ) - Please choose one Promotion can be economically important because: ► It provides employment for thousands of people ► It increase sales volume ► It subsidizes the communication media ► All of the given options

Question No: 45 ( Marks: 1 ) - Please choose one Advertising and sales promotion are the most commonly used elements of promotion in a:

► Distribution strategy ► Product strategy ► Pushing strategy ► Pulling strategy

Question No: 46 ( Marks: 1 ) - Please choose one Which of the following refers to the consumer’s perception of a store and the shopping experience.

► Retail image ► Store classification ► Full service retailer ► Wheel of retailing

Question No: 47 ( Marks: 1 ) - Please choose one The personal determinants of consumer behavior include which of the following? ► Culture ► Family ► Society ► Individual needs and wants

Rest three (culture, family , socity are socciological determinants of consumer behaviour)

Question No: 48 ( Marks: 1 ) - Please choose one Which of the following statements most closely relates to the consumer decision process? ► An important factor in problem recognition is changed financial status ► There are two major steps: internal search and external decision making. ► Attitude triggers the consumer decision process ► Routine purchases require both evaluation and search http://www.consumerpsychologist.com/intro_Consumer_Behavior.html Question No: 49 ( Marks: 3 )

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Suppose you are going to buy an item which is offered for Rs.5000. Consider these situations. There is 10% discount. There is 10% surcharge Calculate price you are going to pay for the item in each case.

Price after discount: As discount is 10% so the new price will be 90% of the actual price that is 5000 x 90 /100 =4500

Price after surcharge: As surcharge is 10% so new price will be 110% of actual price that is 5000 x 110 /100 = 5500

Question No: 50 ( Marks: 3 ) Differentiate between sales price and transfer price.

Transfer price means to set the location, to analyze, place and alteration of charges made between two parties or companies for any business. Transfer prices among mechanisms may be used to reflect distribution of resources among such components or for other purposes. Transfer prices are important for both taxpayers and tax managements because they determine in large part the income and expenses and taxable profits.

Sale price is that price at which something is obtainable for sale we can also say it the fair market value. According to the business dictionary sale price is also the reduce price of something during sale of something.

Question No: 51 ( Marks: 5 ) Considering a situation in which you are going to negotiate with a party, what are the necessary skills you think you should have for successful and effective negotiation? Explain what the benefits of an effective negotiation are?

Negotiation means two persons or two parties trying to solve some problem, Negotiations can occur in profit organization, non profit organization and Govt. offices.

There are many techniques used in negotiations like by skilled negotiator. The analysis of the negotiation or problem organization styleshould have the following points consideration:

Presenting demands Ability to speak first Calculation Deadlines Take it or leave it Rejecting an offer

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Limited authority Getting it in your hands

The effective negotiating resulting in a best solution and by negotiation we solved very big problems in any organization.

Question No: 52 ( Marks: 5 ) What are the important questions a marketer should consider while selecting a distribution channel for any market segment?

Before selecting a distribution channel for any market segment following questions must be answered in order to have an effective distribution channel.

• Who is the operating authority of the channel? • Should distribution be exclusive, selective or extensive? • Should the product be sold through a retailer? • Should the product be distributed through wholesale? • Should multi-level marketing channels be used? • How long should the channel be? • Where should the product or service be available? • When should the product or service be available? • Should channel relationships be informal or contractual? • Should electronic methods of distribution be used? • Are there physical distribution and logistical issues to deal with?

Question No: 53 ( Marks: 5 ) When we are going to buy something from the market, it happens to our self that we buy things irrationally. How would you comment on this situation by keeping in view the model of Herbit Simon?

Buyers normally engage in irrational buying behavior because perfectly rational buying cannot be achieved for the reason that there are number of factors that limit rational buying. As Simon said if a complete analysis is to be done, a decision will be immensely complex. Peoples' information processing ability is very limited. The assumption of a perfectly rational economic actor is unrealistic. Often we are influenced by emotional and non-rational considerations when we try to be rational we are at best only partially successful. Moreover, perfectly rational decisions also pose a time constraint.

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MIDTERM EXAMINATION Spring 2010 MKT501- Marketing Management

Question No: 1 ( Marks: 1 ) - Please choose one A market leader firm can expand the total market through: ► Decreasing distribution of the product ► Introducing the new usage of the product(page # 20) ► Eliminating some features of product ► Increasing cost Question No: 2 ( Marks: 1 ) - Please choose one Highest percentage of ideas for new products originates with/from which of the following sources? ► Top management ► Customers(page#28) ► Competitors ► Employees Question No: 3 ( Marks: 1 ) - Please choose one How many stages are there in the new product development process? ► Six ► Seven(page#28) ► Nine ► Eight Question No: 4 ( Marks: 1 ) - Please choose one All of the following are the sources of idea for new product development EXCEPT: ► Government agencies(page # 28) ► Competitors ► Suppliers ► Customers Question No: 5 ( Marks: 1 ) - Please choose one Which of the following isessential requirement for medicines and drugs? ► Secondary packaging ► Primary labeling ► Decorative packaging ► Mandatory labeling page no 35 Question No: 6 ( Marks: 1 ) - Please choose one When a company’s name is used as a product brand name, this is referred to which of the following? ► Economy brand ► Fighting brand ► Corporate brand page no 36 ► Premium brand Question No: 7 ( Marks: 1 ) - Please choose one Often a very strong brand name or company name used for a range of products is known as: ► Brand development

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► Multi branding ► Individual branding ► Family branding page no 37 Question No: 8 ( Marks: 1 ) - Please choose one All of the following are true about price EXCEPT: ► Price is independent of the other elements of the marketing mix ► Price is the monetary value of a product ► Price is most flexible tool in the marketing mix ► Price is marketing mix element which produces revenue Question No: 9 ( Marks: 1 ) - Please choose one A company wants prompt payment from the customers. What type of discount will be suitable for the company? ► Seasonal discount ► Trade discount ► Quantity discount ► Cash discount page no 43 Question No: 10 ( Marks: 1 ) - Please choose one Which of the following is NOT a technique of measuring customer satisfaction and monitoring customer’s complaint? ► Customer complaints database ► Web and telephone information hotlines page no 6 ► Exit interviews ► Business analysis Question No: 11 ( Marks: 1 ) - Please choose one All are the expression of marketing concept EXPECT: ► Meeting needs profitably ► Find wants and fill them ► Sell what is produced page # 8 ► Love the customer, not the product Question No: 12 ( Marks: 1 ) - Please choose one Order processing decisions are related to which of the following? ► Product ► Price page no 38 ► Distribution ► Promotion Question No: 13 ( Marks: 1 ) - Please choose one dentify the major components of the microenvironment. ► Company, suppliers, , customer markets, political forces, competitors and intermediaries ► Company, suppliers, intermediaries,technological forces , competitors and customer markets ► Company, suppliers, intermediaries, customer markets, competitors, and social forces ► Company, suppliers, intermediaries, customer markets, competitors, and publics Question No: 14 ( Marks: 1 ) - Please choose one

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An advertising company’s ownership of radio, television and newspapers is an example of: ► Backward vertical integration ► Forward vertical integration page no 18 ► Horizontal integration ► Vertical integration Question No: 15 ( Marks: 1 ) - Please choose one Which of the following are the value maximizers for the organization? ► Customers ► Sellers ► Marketers ► Manufacturers Question No: 16 ( Marks: 1 ) - Please choose one Marketing management is a broader term and it covers which of the following? ► Marketing mix management ► Demand management ► Marketing process management ► All of the given options Question No: 17 ( Marks: 1 ) - Please choose one In a television advertisement a group of teenagers is searching for some cold drinks to quench their thrust. In their searching they find a shop and they purchase the soft drinks. The selection of cold drink appeals to consumers’ ______for liquid and attempts to shape consumers’ ______for the advertised product. ► Needs, preferences ► Wants, needs ► Needs, wants ► Want, preference Question No: 18 ( Marks: 1 ) - Please choose one Which of the following is the unique combination of benefits received by targeted buyers that includes quality, price, convenience, on time delivery, and both before sale and after sale service. ► The marketing concept(page # 7) ► Customer value ► The price-quality trade off ► Customer relationship management Question No: 19 ( Marks: 1 ) - Please choose one Marketing programs are most closely related to: ► Customer relationship management ► The marketing mix ► The four utilities ► Customer value Question No: 20 ( Marks: 1 ) - Please choose one Which of the following is the part of implementation section of marketing plan? ► Critical path analysis page no 28 ► Physical distribution ► Competitor indexing

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► Brand equity

Question No: 21 ( Marks: 1 ) - Please choose one Which of the following is NOT an aggressiveness strategy with regards of marketing strategies? ► Harvesting ► Building ► Intensification page no 18 ► Holding Question No: 22 ( Marks: 1 ) - Please choose one Which of the following goods are purchased by customers after comparisons of competing goods available in stores on the basis of price, quality, style and colors? ► Specialty goods page no 25 ► Shopping goods ► Impulse goods ► Convenience goods Question No: 23 ( Marks: 1 ) - Please choose one Diversification is best described as which of the following? ► Existing products in new markets ► Existing products in existing markets ► New products for new markets ► New products Question No: 24 ( Marks: 1 ) - Please choose one One of the benefits of test marketing is, ► It saves on segmentation efforts to individual consumer ► It saves on total competitive advertising and promotional expenditures ► It can save the company from greater potential loss and embarrassment page no 27 ► It is long run rather than short run planning Question No: 25 ( Marks: 1 ) - Please choose one Which of the following are the opinion leaders in their community and adopt new products early but carefully? ► Early adopters ► Early majority page no 34 ► Late majority ► Innovators Question No: 26 ( Marks: 1 ) - Please choose one ABC Company sells the right to use their brand name by other companies for non- competing products, the company is following: ► Brand licensing page no 38 ► Co-branding ► Family branding ► Individual branding Question No: 27 ( Marks: 1 ) - Please choose one As a marketing manager, you decide to use psychological pricing as a straegy in pricing your firm’s products. He pricing procedure you decide upon is:

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► Odd pricing ► Competitive pricing ► Unit pricing ► Trade in pricing Question No: 28 ( Marks: 1 ) - Please choose one A trade discount is also known as: ► Cash discount ► Seasonal discount ► Quantity discount ► Functional discount page no 44

Question No: 29 ( Marks: 3 ) While developing a new product companies can use many sources to generate ideas for new product. Explain how competitors can be a good external idea source?

Question No: 30 ( Marks: 3 ) Retailing is the dead end of product distribution. Explain it?

Question No: 31 ( Marks: 5 ) Describe product type of all the followings & give logical reasons to support your answer. · Furniture · Cars · Soap · Mango · Rice Question No: 32 ( Marks: 5 ) What types of discounts are given by the company to the distributors and retailers as trade promotion discounts?

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MIDTERM EXAMINATION Spring 2010 MKT501- Marketing Management

Question No: 1 ( Marks: 1 ) - Please choose one The skimming, penetration, bargaining and discounts are included in which of the following marketing mix strategy? ► Product decisions ► Price decisions ► Place decisions ► Promotion decisions Question No: 2 ( Marks: 1 ) - Please choose one The building, holding, and harvesting are the types of: ► Innovation strategy ► Aggressiveness strategy ► Diversification strategy ► Market dominance strategy Question No: 3 ( Marks: 1 ) - Please choose one Which of the following attacks the vulnerable part of a competitor? ► Market leader ► Market challenger ► Market nicher ► Market follower Question No: 4 ( Marks: 1 ) - Please choose one The strategy which involves creating a product that is perceived as unique and should provide superior value for the customer is called: ► Market segmentation strategy ► Market dominance strategy ► Differentiation strategy ► Cost leadership strategy Question No: 5 ( Marks: 1 ) - Please choose one Presenting the product concept to appropriate target consumers and getting their reactions, describes which of the following options? ► Concept development ► Concept testing ► Commercialization ► Concept trial Question No: 6 ( Marks: 1 ) - Please choose one Which of the following is the packaging objective, in which small products are grouped together in one package for the reasons of efficiency? ► Information transmission ► Agglomeration ► Physical protection ► Theft reducing Question No: 7 ( Marks: 1 ) - Please choose one Which of the following marketing mix element generates revenue?

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► Promotion ► Price ► Place ► Product

Question No: 8 ( Marks: 1 ) - Please choose one Which of the following is considered as dead end of distribution? ► Promotion ► Warehousing ► Wholesaling ► Retailing Question No: 9 ( Marks: 1 ) - Please choose one While considering the place for a product which of the following is important for customer? ► Communication ► Convenience ► Customer cost ► Customer solution Question No: 10 ( Marks: 1 ) - Please choose one The loyalty marketing focuses on establishing long term relationship between: ► Company and retailer ► Retailer and customer ► Retailer and consumer ► Company and customer Question No: 11 ( Marks: 1 ) - Please choose one Which of the following is NOT an ancillary service? ► Warranty ► Installation ► Delivery ► Labeling Question No: 12 ( Marks: 1 ) - Please choose one Which of the following best describes the definition of marketing mix? ► The way product is priced ► The way product are arranged in the stores ► The way business elements are combined to meet the needs of customers ► The way business distribute the products in the market Question No: 13 ( 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: 14 ( Marks: 1 ) - Please choose one Price is the only element in the marketing mix that produces ______. ► Revenue ► Variable costs

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► Expenses ► Stability

Question No: 15 ( Marks: 1 ) - Please choose one Which of the following is involved in decisions such as: what country to enter in, how to enter, how to adopt their product and services and how to price? ► Consumer markets ► Business markets ► Global markets ► Non profit markets Question No: 16 ( Marks: 1 ) - Please choose one If an NGO purchases furniture for its office, it is purchasing a(an): ► Consumer good ► Consumer service ► Industrial good ► Industrial service Question No: 17 ( Marks: 1 ) - Please choose one The want satisfying power of a product or service is known as a/an:

► Desire ► Need ► Utility ► Motive Question No: 18 ( Marks: 1 ) - Please choose one Factors of broad environment directly affect the: ► Economic environment ► Task environment ► Cultural environment ► Technological environment Question No: 19 ( Marks: 1 ) - Please choose one While writing the marketing plan, the analysis of company’s own resources comes under which of the following section of marketing plan? ► Macro environment ► Market analysis ► Consumer analysis ► Internal environment analysis Question No: 20 ( Marks: 1 ) - Please choose one The firm objective in the introductory stage of the product life cycle is to: ► Extend the cycle as long as possible ► Improve warranty terms and service availability ► Emphasize market segmentation ► Stimulate demand for the product Question No: 21 ( Marks: 1 ) - Please choose one The majority of firms enter in a particular market during the: ► Introduction

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► Growth ► Maturity ► Decline Question No: 22 ( Marks: 1 ) - Please choose one Which of the following come(s) under the category of new product? ► New product lines ► Product improvements ► Cost reductions ► All of the given options Question No: 23 ( Marks: 1 ) - Please choose one Suppose Nestle wants to expand its food products line. The managers conducted surveys from customers to determine which food items would appeal to customers. Nestle is currently in which of the following phase of new product development? ► Idea generation ► Idea screening ► Test marketing ► Business analysis Question No: 24 ( Marks: 1 ) - Please choose one The stage in the adoption process that has been reached when an individual becomes sufficiently involved with a new product to begin to seek information about it is called: ► Awareness ► Evaluation ► Interest ► Trial Question No: 25 ( Marks: 1 ) - Please choose one Based on pricing objectives, a general guideline that is intended for use in specific pricing decision is called: ► A product line ► A pricing policy ► A strategic pricing ► An objective pricing Question No: 26 ( Marks: 1 ) - Please choose one The consumer’s perception of prices such as Rs. 5.95 and Rs. 6.99 is that these prices are: ► Regular retail prices ► Wholesale prices ► Competitive prices ► Discount prices Question No: 27 ( Marks: 1 ) - Please choose one Which of the following is the traditional pricing objective? ► Increase market share ► Maximize profits ► Meet competitors’ prices ► Increase market growth Question No: 28 ( Marks: 1 ) - Please choose one

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A supermarket advertises sugar and coffee at very low prices with the objective of attracting customers who will buy other high profit items. This is called: ► Product line pricing ► Multiple unit pricings ► Odd pricing ► Loss leader

Question No: 29 ( Marks: 3 ) Explain the psychology behind a price of Rs9.99 instead of Rs10.00.

Question No: 30 ( Marks: 3 ) Mandatory labeling is still a debatable issue yet in the labeling of product. What should you say to in favor of mandatory labeling?

Question No: 31 ( Marks: 5 ) List any five characteristics of a good brand name.

Question No: 32 ( Marks: 5 ) Suppose a new detergent has been introduced in the market. List down the stages after which it will enter in the customer’s buying preference list?

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MIDTERM EXAMINATION Spring 2010 MKT501- Marketing Management (Session - 6)

Question No: 1 ( Marks: 1 ) - Please choose one The marketing plan is one of the most important outputs of: ► Business plan ► Marketing process ► Production process ► Selling plan Question No: 2 ( Marks: 1 ) - Please choose one A market leader firm can expand the total market through: ► Decreasing distribution of the product ► Introducing the new usage of the product ► Eliminating some features of product ► Increasing cost Question No: 3 ( Marks: 1 ) - Please choose one Which of the following are the products bought by individuals and organizations for further processing or for use in conducting a business? ► Specialty ► Industrial ► Shopping ► Consumer Question No: 4 ( Marks: 1 ) - Please choose one The high cost, low sales volume and losses are likely to occur at the: ► Decline stage ► Introduction stage ► Maturity stage ► Growth stage Question No: 5 ( Marks: 1 ) - Please choose one Aggressive pricing is associated with which of the following stage of product life cycle?

► Introduction ► Growth ► Maturity ► Decline Question No: 6 ( Marks: 1 ) - Please choose one Which of the following is the leak-proof packaging that provides additional protection for the primary container? ► Primary packaging ► Secondary packaging ► Transport packaging ► Decorative packaging Question No: 7 ( Marks: 1 ) - Please choose one Packaging used for the ice creams is an example of which of the following?

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► Decorative packaging ► Transport packaging ► Secondary packaging ► Primary packaging

Question No: 8 ( Marks: 1 ) - Please choose one Which of the following marketing mix element generates revenue? ► Promotion ► Price ► Place ► Product

Question No: 9 ( Marks: 1 ) - Please choose one The buyer at ABC Furniture Store is informed that if he/she will increase his/her recent order of fifteen mattress sets to twenty, she will receive a 14 percent price reduction. This offer is due to a recent overstock condition at the factory and will not be available in the future. What is the type of discount offered by ABC Furniture store? ► Trade ► Seasonal ► Non-cumulative ► Promotional Question No: 10 ( Marks: 1 ) - Please choose one BATA offered 10% discount on the sale of shoes at the end of winter season. What can be the purpose of giving such discount? ► Reward the customers ► Move- out- of- date stock ► Encourage the salespeople ► To increase short term sales Question No: 11 ( Marks: 1 ) - Please choose one Which of the following is also known as accumulation discounts? ► Trade discount ► Non-cumulative quantity discount ► Cumulative quantity discount ► Quantity discount Question No: 12 ( Marks: 1 ) - Please choose one Many companies try to set a price that will maximize current profit. This strategy assumes that company has knowledge of its: ► Cost and production function ► Revenue and cost function ► Demand and market function ► Demand and cost function Question No: 13 ( Marks: 1 ) - Please choose one Companies that are involved in selling mass consumer goods and services are found in which of the following markets? ► Business markets ► Consumer markets

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► Global markets ► Government markets Question No: 14 ( Marks: 1 ) - Please choose one Which of the following 4Ps of marketing mix involves in decisions regarding channels coverage, assortments, locations, inventories or transports? ► Product ► Price ► Place ► Promotion Question No: 15 ( Marks: 1 ) - Please choose one While considering the place for a product which of the following is important for customer? ► Communication ► Convenience ► Customer cost ► Customer solution Question No: 16 ( Marks: 1 ) - Please choose one Which of the following is NOT a technique of measuring customer satisfaction and monitoring customer’s complaint? ► Customer complaints database ► Web and telephone information hotlines ► Exit interviews ► Business analysis

Question No: 17 ( Marks: 1 ) - Please choose one A customer requirement about any product in which he/ she needs to avail core features in that product, is called: ► Real need ► Stated need ► Unstated need ► Delighted need Question No: 18 ( Marks: 1 ) - Please choose one Marketing starts with which of the following 4Ps? ► Product ► Price ► Place ► Promotion Question No: 19 ( Marks: 1 ) - Please choose one In which section of the marketing plan you would find the detailed information about the marketing environment, market trends, customers and competitors? ► Situation analysis ► Product/market background ► Marketing strategies ► Market analysis Question No: 20 ( Marks: 1 ) - Please choose one Which of the following is NOT an option available for market leaders?

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► Reduce the product quality ► Improve customer service ► Protect the existing market share ► Expand the total market Question No: 21 ( Marks: 1 ) - Please choose one Especially for which type of products the marketers should view packaging as a major strategic tool? ► Convenience products ► Consumer shopping products ► Industrial products ► Specialty products Question No: 22 ( Marks: 1 ) - Please choose one When a firm or store offers a price reduction to customers who buy during off-peak periods throughout the year, we say the firm is giving a(n) _____ discount. ► Functional ► Seasonal ► Annual ► Allowance

Question No: 23 ( Marks: 1 ) - Please choose one The want satisfying power of a product or service is known as a/an: ► Desire ► Need ► Utility ► Motive

Question No: 24 ( Marks: 1 ) - Please choose one In a television advertisement a group of teenagers is searching for some cold drinks to quench their thrust. In their searching they find a shop and they purchase the soft drinks. The selection of cold drink appeals to consumers’ ______for liquid and attempts to shape consumers’ ______for the advertised product. ► Needs, preferences ► Wants, needs ► Needs, wants ► Want, preference Question No: 25 ( Marks: 1 ) - Please choose one Which of the following is the part of implementation section of marketing plan? ► Critical path analysis ► Physical distribution ► Competitor indexing ► Brand equity Question No: 26 ( Marks: 1 ) - Please choose one These objectives are often the most suitable when firms operate in a market dominated by a major competitor and where their financial resources are limited. ► Niche ► Hold

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► Harvest ► Diversification Question No: 27 ( Marks: 1 ) - Please choose one Suppose Nestle wants to expand its food products line. The managers conducted surveys from customers to determine which food items would appeal to customers. Nestle is currently in which of the following phase of new product development? ► Idea generation ► Idea screening ► Test marketing ► Business analysis Question No: 28 ( Marks: 1 ) - Please choose one As a marketer you want to use lower than normal prices as an ingredient in your firm’s marketing strategy. The technique you would use is: ► Price lining ► Zone pricing ► Relative pricing ► Promotional pricing Question No: 29 ( Marks: 3 ) Why price war is not beneficial for small companies? Price was is state of intense competition over the price of product One competitor reduce the price other will lower its price to match and then a cycle of price reduction starts. Which can leads of selling of product below the cost? Normally smaller companies cannot compete and shut down.

Question No: 30 ( Marks: 3 ) Explain how Marketers can prolong the lives of many products in the maturity or decline stages of the PLC? Also how can they move those products back to their growth stage? In the decline stage of the marketing product development cycle, owners reduce or stop marketing efforts and expenses. The plan is to lower the marketing efforts while your competitors discontinue theirs. If you keep selling the product while your competitor stop selling, then you can get the market share which your competitor left.

Question No: 31 ( Marks: 5 ) Describe quantity discounts and its types. It is discount normally give on buying at large scale. Idea behind that is if we sell more we can achieve the economy of scale and that benefit we can share with our customers. There are two types of Quantity Discounts Cumulative: This discount is based on the items purchased over the period of time. Like with in month we have to purchase this much quantity for the entailment of discount. No cumulative It is based on the single bulk order buying. Idea behind that discount is that we can save the shipping, billing, and sales personal expenses.

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Question No: 32 ( Marks: 5 ) The first step in the product development process is generation of ideas. Discuss what are the internal and external sources of ideas? Why external sources are considered to be the more important than internal source? Every new product development starts with idea generation. Idea generation is process to produce large number of idea are produce. It should be ongoing process. During idea one should not criticize the ideas of others. Following are few ways for idea generation Brainstorming session: In this whole team participate and everyone can give any idea there will b no criticism on any idea. Idea can be obtained by basic research and SWOT analysis Idea can be obtained from customers, Retailer’s & Focus groups

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MIDTERM EXAMINATION Spring 2010 MKT501- Marketing Management (Session - 4)

Time: 60 min Marks: 44

Question No: 1 ( Marks: 1 ) - Please choose one Results from the research that have already been conducted are displayed in which of the following part of marketing plan? ► Marketing strategies ► Executive summary ► Appendix(page No: 16) ► Financial summary

Question No: 2 ( Marks: 1 ) - Please choose one A market nicher can reduce their operating expense through less spending on: ► Market segment and advertising ► R & D and market segment ► Advertising and promotion ► R & D and advertising(page no 20)

Question No: 3 ( Marks: 1 ) - Please choose one Which of the following goods are purchased without any planning or search effort? ► Emergency(page no 24) ► Specialty ► Impulse ► Shopping

Question No: 4 ( Marks: 1 ) - Please choose one Which of the following is NOT undertaken by all the companies in the process of new product development? ► Market testing ► Commercialization(not sure) ► Idea screening ► Idea generation

Question No: 5 ( Marks: 1 ) - Please choose one Which of the following is the degree to which new product matches the values and experiences of the individuals in the community?

► Innovation communicability ► Innovation divisibility ► Innovation compatibility ► Innovation complexity

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Question No: 6 ( Marks: 1 ) - Please choose one Which of the following is the leak-proof packaging that provides additional protection for the primary container? ► Primary packaging ► Secondary packaging ► Transport packaging ► Decorative packaging

Question No: 7 ( Marks: 1 ) - Please choose one Packaging used for the ice creams is an example of which of the following? ► Decorative packaging ► Transport packaging ► Secondary packaging ► Primary packaging Explanation: Primary packaging: Primary packaging is the 1st level packaging, you can say the packaging which actually touch the product. such as bottle, jar, tube, can etc. this is the last packaging which is gown through by the consumer. Reference: http://www.businessdictionary.com/defin ... aging.html

Question No: 8 ( Marks: 1 ) - Please choose one The existing strong brand name can be as a vehicle to launch new product in the other categories. What does this statement imply? ► Family branding (page no 37) ► Line extension ► Individual branding ► Brand extension

Question No: 9 ( Marks: 1 ) - Please choose one Which of the following is a name, term, sign, symbol, design, or a combination of these, that identifies the product or service? ► Label on page # 3 ► Co-brand ► Brand ► Product

Question No: 10 ( Marks: 1 ) - Please choose one The concept of price is central to: ► Administration ► Management ► Macroeconomics ► Microeconomics page # 38

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Question No: 11 ( Marks: 1 ) - Please choose one The basic human requirement defines which of the following? ► Need ► Demand ► Want ► Satisfaction

Question No: 12 ( Marks: 1 ) - Please choose one The phenomenon, when a customer dislikes a product and talks against the product, is termed as: ► Propaganda ► Unfavorable environment ► Bad mouth Page#8 ► Bad impression

Question No: 13 ( Marks: 1 ) - Please choose one Distributors are part of which of the following environment? ► Task environment(page#11) ► Broad environment ► Natural environment ► Political environment

Question No: 14 ( Marks: 1 ) - Please choose one In which section of the marketing plan you would find the detailed information about the marketing environment, market trends, customers and competitors? ► Situation analysis Page#15 ► Product/market background ► Marketing strategies ► Market analysis

Question No: 15 ( Marks: 1 ) - Please choose one Which one of the following strategies emphasizes on brand image? ► Cost leadership strategy ► Market dominance strategy ► Differentiation strategy page#20 ► Market segmentation strategy

Question No: 16 ( Marks: 1 ) - Please choose one Which of the following is NOT a type of innovation strategy? ► Pioneers ► Challengers page#17 ► Close followers ► Late followers

Question No: 17 ( Marks: 1 ) - Please choose one

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ABC Company has been selling quality women garments at Rs.2000 to Rs.3000 which is roughly one tenth of their usual selling price. This is an example of: ► Skimming ► Loss leader ► Demand based pricing ► Cost based pricing

Question No: 18 ( Marks: 1 ) - Please choose one Distribution of posters regarding the mobile phone usage during driving by the people against their usage illustrates: ► The government is not involved in marketing ► That the drivers constitute market segment ► How marketing concepts are applied by the non profit organization ► Awareness to the general public (page # 33)

Question No: 19 ( Marks: 1 ) - Please choose one Which of the following is the unique combination of benefits received by targeted buyers that includes quality, price, convenience, on time delivery, and both before sale and after sale service. ► The marketing concept page no 8 ► Customer value ► The price-quality trade off ► Customer relationship management

Question No: 20 ( Marks: 1 ) - Please choose one According to the societal marketing concept, who is most involved in deciding what needs and wants are good for consumers in the long run? ► The organization itself ► The individual consumers ► Competitive forces ► Marketing researchersPage # 9 Question No: 21 ( Marks: 1 ) - Please choose one Which of the following statements about environmental factors is true? ► Environmental factors have no influence over an organization's opportunities. Page # 11 ► Recent studies have shown that an action-oriented firm still cannot affect environmental factors in any way. ► Environmental factors are also called controllable factors. ► Environmental factors include social, economic, technological, competitive, and regulatory forces.

Question No: 22 ( Marks: 1 ) - Please choose one While writing the marketing plan, the analysis of environmental factors like supply chain, Government and legal etc, comes under which of the following section of marketing plan? ► Macro environment page#15

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► Market analysis ► Consumer analysis ► Internal environment analysis

Question No: 23 ( Marks: 1 ) - Please choose one Which of the following goods are purchased by customers after comparisons of competing goods available in stores on the basis of price, quality, style and colors? ► Specialty goods page#24 ► Shopping goods ► Impulse goods ► Convenience goods

Question No: 24 ( Marks: 1 ) - Please choose one ______type of growth refers to concentrating activities on markets and/or products that are familiar: ► Diversification NOT sure ► Condensive ► Integrative ► Intensive

Question No: 25 ( Marks: 1 ) - Please choose one The “convenience goods” in the industrial market are: ► Operating supplies ► Components parts ► Industrial computers ► Accessory equipment http://www.google.com.pk/search?hl=en&client=firefox-a&rls=org.mozilla%3Aen- US%3Aofficial&q=Operating+supplies&aq=f&aqi=g3g-m3&aql=&oq=&gs_rfai=

Question No: 26 ( Marks: 1 ) - Please choose one Many business executives argue that a more accurate explanation of actual pricing behavior is that within a given profit constraints, firms strive for: ► Profit maximization ► Target return ► Sales maximization ► Market share page no 25

Question No: 27 ( Marks: 1 ) - Please choose one Which of the following discourages the entry of competitors as well as act as a barrier to entry? ► Cost-orientated pricing ► Psychological pricing ► Penetration pricing page no 45 ► Market skimming pricing

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Question No: 28 ( Marks: 1 ) - Please choose one The opportunity to deduct 2 percent from the bill if payment is made within 10 days is a: ► Trade discounts ► Quality discounts ► Cash discount page # 43 ► Off price discounts Question No: 29 ( Marks: 3 ) Describe the characteristics of early majority customers. Question No: 30 ( Marks: 3 ) Psychological pricing is gaining importance day by day with the changing views of customers. In your own sense what are the different hypothesis that lead to the building the process of psychological pricing? Question No: 31 ( Marks: 5 ) All marketing mix elements vary during the life cycle of a product. Explain how sales promotional strategies changes at different stages of product life cycle Question No: 32 ( Marks: 5 ) List any five characteristics of a good brand name.

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MIDTERM EXAMINATION Spring 2010 MKT501- Marketing Management (Session - 4)

Time: 60 min Marks: 44

Question No: 1 ( Marks: 1 ) - Please choose one Results from the research that have already been conducted are displayed in which of the following part of marketing plan? ► Marketing strategies ► Executive summary ► Appendix(page No: 16) ► Financial summary

Question No: 2 ( Marks: 1 ) - Please choose one A market nicher can reduce their operating expense through less spending on: ► Market segment and advertising ► R & D and market segment ► Advertising and promotion ► R & D and advertising(page no 20)

Question No: 3 ( Marks: 1 ) - Please choose one Which of the following goods are purchased without any planning or search effort? ► Emergency(page no 24) ► Specialty ► Impulse ► Shopping

Question No: 4 ( Marks: 1 ) - Please choose one Which of the following is NOT undertaken by all the companies in the process of new product development? ► Market testing ► Commercialization(not sure) ► Idea screening ► Idea generation

Question No: 5 ( Marks: 1 ) - Please choose one Which of the following is the degree to which new product matches the values and experiences of the individuals in the community?

► Innovation communicability ► Innovation divisibility ► Innovation compatibility ► Innovation complexity

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Question No: 6 ( Marks: 1 ) - Please choose one Which of the following is the leak-proof packaging that provides additional protection for the primary container? ► Primary packaging ► Secondary packaging ► Transport packaging ► Decorative packaging

Question No: 7 ( Marks: 1 ) - Please choose one Packaging used for the ice creams is an example of which of the following? ► Decorative packaging ► Transport packaging ► Secondary packaging ► Primary packaging Explanation: Primary packaging: Primary packaging is the 1st level packaging, you can say the packaging which actually touch the product. such as bottle, jar, tube, can etc. this is the last packaging which is gown through by the consumer. Reference: http://www.businessdictionary.com/defin ... aging.html

Question No: 8 ( Marks: 1 ) - Please choose one The existing strong brand name can be as a vehicle to launch new product in the other categories. What does this statement imply? ► Family branding (page no 37) ► Line extension ► Individual branding ► Brand extension

Question No: 9 ( Marks: 1 ) - Please choose one Which of the following is a name, term, sign, symbol, design, or a combination of these, that identifies the product or service? ► Label on page # 3 ► Co-brand ► Brand ► Product

Question No: 10 ( Marks: 1 ) - Please choose one The concept of price is central to: ► Administration ► Management ► Macroeconomics ► Microeconomics page # 38

Question No: 11 ( Marks: 1 ) - Please choose one

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The basic human requirement defines which of the following? ► Need ► Demand ► Want ► Satisfaction

Question No: 12 ( Marks: 1 ) - Please choose one The phenomenon, when a customer dislikes a product and talks against the product, is termed as: ► Propaganda ► Unfavorable environment ► Bad mouth Page#8 ► Bad impression

Question No: 13 ( Marks: 1 ) - Please choose one Distributors are part of which of the following environment? ► Task environment(page#11) ► Broad environment ► Natural environment ► Political environment

Question No: 14 ( Marks: 1 ) - Please choose one In which section of the marketing plan you would find the detailed information about the marketing environment, market trends, customers and competitors? ► Situation analysis Page#15 ► Product/market background ► Marketing strategies ► Market analysis

Question No: 15 ( Marks: 1 ) - Please choose one Which one of the following strategies emphasizes on brand image? ► Cost leadership strategy ► Market dominance strategy ► Differentiation strategy page#20 ► Market segmentation strategy

Question No: 16 ( Marks: 1 ) - Please choose one Which of the following is NOT a type of innovation strategy? ► Pioneers ► Challengers page#17 ► Close followers ► Late followers

Question No: 17 ( Marks: 1 ) - Please choose one ABC Company has been selling quality women garments at Rs.2000 to Rs.3000 which is roughly one tenth of their usual selling price. This is an example of:

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► Skimming ► Loss leader ► Demand based pricing ► Cost based pricing

Question No: 18 ( Marks: 1 ) - Please choose one Distribution of posters regarding the mobile phone usage during driving by the people against their usage illustrates: ► The government is not involved in marketing ► That the drivers constitute market segment ► How marketing concepts are applied by the non profit organization ► Awareness to the general public (page # 33)

Question No: 19 ( Marks: 1 ) - Please choose one Which of the following is the unique combination of benefits received by targeted buyers that includes quality, price, convenience, on time delivery, and both before sale and after sale service. ► The marketing concept page no 8 ► Customer value ► The price-quality trade off ► Customer relationship management

Question No: 20 ( Marks: 1 ) - Please choose one According to the societal marketing concept, who is most involved in deciding what needs and wants are good for consumers in the long run? ► The organization itself ► The individual consumers ► Competitive forces ► Marketing researchersPage # 9 Question No: 21 ( Marks: 1 ) - Please choose one Which of the following statements about environmental factors is true? ► Environmental factors have no influence over an organization's opportunities. Page # 11 ► Recent studies have shown that an action-oriented firm still cannot affect environmental factors in any way. ► Environmental factors are also called controllable factors. ► Environmental factors include social, economic, technological, competitive, and regulatory forces.

Question No: 22 ( Marks: 1 ) - Please choose one While writing the marketing plan, the analysis of environmental factors like supply chain, Government and legal etc, comes under which of the following section of marketing plan? ► Macro environment page#15 ► Market analysis ► Consumer analysis

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► Internal environment analysis

Question No: 23 ( Marks: 1 ) - Please choose one Which of the following goods are purchased by customers after comparisons of competing goods available in stores on the basis of price, quality, style and colors? ► Specialty goods page#24 ► Shopping goods ► Impulse goods ► Convenience goods

Question No: 24 ( Marks: 1 ) - Please choose one ______type of growth refers to concentrating activities on markets and/or products that are familiar: ► Diversification NOT sure ► Condensive ► Integrative ► Intensive

Question No: 25 ( Marks: 1 ) - Please choose one The “convenience goods” in the industrial market are: ► Operating supplies ► Components parts ► Industrial computers ► Accessory equipment http://www.google.com.pk/search?hl=en&client=firefox-a&rls=org.mozilla%3Aen- US%3Aofficial&q=Operating+supplies&aq=f&aqi=g3g-m3&aql=&oq=&gs_rfai=

Question No: 26 ( Marks: 1 ) - Please choose one Many business executives argue that a more accurate explanation of actual pricing behavior is that within a given profit constraints, firms strive for: ► Profit maximization ► Target return ► Sales maximization ► Market share page no 25

Question No: 27 ( Marks: 1 ) - Please choose one Which of the following discourages the entry of competitors as well as act as a barrier to entry? ► Cost-orientated pricing ► Psychological pricing ► Penetration pricing page no 45 ► Market skimming pricing

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

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The opportunity to deduct 2 percent from the bill if payment is made within 10 days is a: ► Trade discounts ► Quality discounts ► Cash discount page # 43 ► Off price discounts Question No: 29 ( Marks: 3 ) Describe the characteristics of early majority customers. Question No: 30 ( Marks: 3 ) Psychological pricing is gaining importance day by day with the changing views of customers. In your own sense what are the different hypothesis that lead to the building the process of psychological pricing? Question No: 31 ( Marks: 5 ) All marketing mix elements vary during the life cycle of a product. Explain how sales promotional strategies changes at different stages of product life cycle Question No: 32 ( Marks: 5 ) List any five characteristics of a good brand name.

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FINALTERM EXAMINATION Fall 2009 MKT501- Marketing Management (Session - 2) Time: 120 min Marks: 84

Question No: 1 ( Marks: 1 ) - Please choose one In which of the following demand for the product reduces because of technological advances, shifts in consumer tastes and increased competition? ► Introduction stage ► Growth stage ► Maturity stag ► Decline stage Question No: 2 ( Marks: 1 ) - Please choose one New product development process starts with which of the following stages? ► Idea development ► Idea screening ► Research ► Idea generation Question No: 3 ( Marks: 1 ) - Please choose one Which of the following is the spread of idea from the source of invention to the ultimate user or consumers? ► Innovation adoption process ► Innovation diffusion process ► Adoption process ► New product recognition Question No: 4 ( Marks: 1 ) - Please choose one Which of the following is quick in innovation? ► Capital goods ► Food items ► Industrial goods ► IT products Question No: 5 ( Marks: 1 ) - Please choose one Which of the following is the leak-proof packaging that provides additional protection for the primary container? ► Primary packaging ► Secondary packaging ► Transport packaging ► Decorative packaging Question No: 6 ( Marks: 1 ) - Please choose one Which of the following is NOT a function of labeling? ► It contains information ► It shows a word of caution ► It shows the ingredients of product ► It protects the product Question No: 7 ( Marks: 1 ) - Please choose one

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Which of following is an example of corporate brand? ► Rafhan foods ► Knorr ► National foods ► Mercedes Question No: 8 ( Marks: 1 ) - Please choose one Which of the following is price reduction offered when an order is placed in slack/drooping period? ► Cash discount ► Trade discount ► Quantity discount ► Seasonal discount Question No: 9 ( Marks: 1 ) - Please choose one In price shading which of the following has right to vary the price by certain amount? ► Seller ► Buyer ► Manufacturer ► Competitor Question No: 10 ( Marks: 1 ) - Please choose one Which of the following is NOT consumer sales promotion technique? ► Price deal ► Cents-off deal ► Coupons ► Dealer-loader Question No: 11 ( Marks: 1 ) - Please choose one While reading a newspaper you have found a coupon booklet inserted in the newspaper. Identify the type of sales promotion technique. ► Coupon ► Free sample ► Price-pack deal ► Free-standing insert Question No: 12 ( Marks: 1 ) - Please choose one Which of the following is NOT an example of fix cost? ► Materials consumed during production ► Rent of factory ► Wages of permanent employees ► Depreciation of building Question No: 13 ( Marks: 1 ) - Please choose one Which of the following is most profitable and requires seller to have most information about the customers? ► Second degree discrimination ► Indirect segmentation ► Direct segmentation ► Complete price discrimination Question No: 14 ( Marks: 1 ) - Please choose one

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Which of the following price discrimination occurs when identical goods are sold at different prices to each individual consumer? ► Forth degree discrimination ► Third degree discrimination ► Second degree discrimination ► First degree discrimination Question No: 15 ( Marks: 1 ) - Please choose one A company is offering a reduced price if you buy two t-shirts instead of just one. Identify the type of price discrimination? ► First degree discrimination ► Forth degree discrimination ► Third degree discrimination ► Second degree discrimination Question No: 16 ( Marks: 1 ) - Please choose one An effective short-hand summary of the situation analysis is a: ► Competition analysis ► SBU analysis ► SWOT analysis ► BCG analysis Question No: 17 ( Marks: 1 ) - Please choose one In BCG matrix, products with low market share but high market growth are referred to as: ► Question marks ► Cash cows ► Stars ► Dogs Question No: 18 ( Marks: 1 ) - Please choose one Identify the situation in which there is NO negotiation at all. ► When both parties are weak ► When one party is strong ► When both parties are strong ► When both parties are equal Question No: 19 ( Marks: 1 ) - Please choose one Which of the following is NOT the performance measure for tracking the productivity of sales person? ► Revenue per sales person ► Revenue per territory ► Margin by product category ► Margin and revenue per product Question No: 20 ( Marks: 1 ) - Please choose one Identify the type of promotion in which companies use celebrities for promotion. ► Personal selling ► Sales promotion ► Publicity ► Public relation Question No: 21 ( Marks: 1 ) - Please choose one

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Identify the dealing in which seller requires that a dealer may not handle competitors' products. ► Exclusive dealing ► Intensive dealing ► Corporate dealing ► Selective dealing Question No: 22 ( Marks: 1 ) - Please choose one In intensive distribution, who attempts to gain exposure through as many wholesalers and retailers as possible? ► Agent ► Manufacturer ► Broker ► Intermediary Question No: 23 ( Marks: 1 ) - Please choose one Which of the following is the benefit of intensive distribution? ► It increases coverage only ► It increases sales only ► It increases coverage and price ► It increases coverage and sales Question No: 24 ( Marks: 1 ) - Please choose one Which of the following is an approach where two or more organizations agree on a joint venture? ► Horizontal marketing ► Vertical marketing ► Integration ► Franchise Question No: 25 ( Marks: 1 ) - Please choose one Telemarketing is an example of which of the following: ► Electronic sales ► Industrial selling ► Indirect selling ► Direct selling Question No: 26 ( Marks: 1 ) - Please choose one If sales people want to get into a customer's wallet they first need to get inside his mind this refers to which of the following selling technique? ► Confidence ► Empathy ► Presentation ► Prospecting Question No: 27 ( Marks: 1 ) - Please choose one Which of the following is NOT a method of retailing? ► Counter-service ► Cross-selling ► Self-service ► Online shop Question No: 28 ( Marks: 1 ) - Please choose one

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What is the input of consumer behavior? ► Response ► Stimuli ► Actions ► Reactions Question No: 29 ( Marks: 1 ) - Please choose one At which stage of buyer’s decision process the reader would consider the advertisement? ► Interest ► Purchase ► Understanding ► Attitude Question No: 30 ( Marks: 1 ) - Please choose one When Saleem buys car using a channel with only one intermediary, that intermediary is classified as a: ► Functional middleman ► Broker ► Wholesaler ► Retailer Question No: 31 ( Marks: 1 ) - Please choose one In consumer behavior, we study: ► How people buy? ► What people buy? ► When people buy? ► All of the given options Question No: 32 ( Marks: 1 ) - Please choose one The Cargo business covers which of the following decisions under the marketing mix strategy? ► Product ► Price ► Placement ► Promotional Question No: 33 ( Marks: 1 ) - Please choose one Customer’s viewpoint on a firm’s products and services can be improved through: ► Experiential world of customers ► Experiential innovation ► Customer interface ► Building experiential platform Question No: 34 ( Marks: 1 ) - Please choose one The phenomenon, when a customer dislikes a product and talks against the product, is termed as: ► Propaganda ► Unfavorable environment ► Bad mouth ► Bad impression Question No: 35 ( Marks: 1 ) - Please choose one

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Which of the following statements by a marketing manager of a company best describes the marketing concept? ► We have organized our business to make certain that we satisfy customer needs ► We believe that the marketing department must organize to sell what we produce ► We try to produce only high quality, technically efficient products ► We want to sell what we make Question No: 36 ( Marks: 1 ) - Please choose one Which of the following is NOT a part of a broad environment? ► Economy ► Corporate culture ► Technology ► Demographics Question No: 37 ( 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: 38 ( Marks: 1 ) - Please choose one Suppose Nestle wants to expand its line of food products. The managers conduct surveys from customers to determine which food items would appeal to customers. Nestle is currently in which of the following phase of new product development? ► Idea generation ► Idea screening ► Test marketing ► Business analysis Question No: 39 ( Marks: 1 ) - Please choose one Fixed costs ______as the number of units produced increases. ► Decrease ► Increase ► Divide in half ► Remain the same Question No: 40 ( Marks: 1 ) - Please choose one The relationship between the price charged and the resulting demand level can be shown as the ______. ► Demand curve ► Variable cost ► Target cost ► Experience curve Question No: 41 ( Marks: 1 ) - Please choose one Which one of the following options does not reflect the strategic activities? ► Sourcing contracts and other purchasing decisions ► Information Technology infrastructure to support supply chain operations ► Where to make and what to make or buy decisions

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► Product design coordination Question No: 42 ( Marks: 1 ) - Please choose one In which of the following years, Internet was introduced: ► 1994 ► 1995 ► 1996 ► 1997 Question No: 43 ( Marks: 1 ) - Please choose one Who gets benefit from sales force automation system by providing current and useful sales support materials to his sales staff? ► Sales Manager ► Marketing Manager ► Sales People ► Production Manger Question No: 44 ( Marks: 1 ) - Please choose one “A coordinated system of organizations, people, activities, information and resources involved in moving a product or service from supplier to customer” reflects which one of the following concepts? ► Supply chain ► Logistics network ► Supply network ► All of the given options Question No: 45 ( 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: 46 ( Marks: 1 ) - Please choose one Which of the following retailers serve those customers who perform their own “locate-compare-select” process to save money? ► Self-service retailer ► Full-service retailer ► Specialty-service retailer ► Limited-service retailer Question No: 47 ( Marks: 1 ) - Please choose one Which of the following is a subcategory of marketing that is an essential task of marketing management? ► Brand personality ► Consumption pioneering ► Early adoption ► Consumer buying behavior Question No: 48 ( Marks: 1 ) - Please choose one Which of the following is NOT a characteristic of depth interviews?

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► Tape recorder should be used in interview ► Interviewee should not get sign of the interviewer ► Interviewee should write the opinion of the interviewer ► Interviewer by himself should not write his opinion Question No: 49 ( Marks: 3 ) Define advertising and why it is used by non-profit organizations? Answer No: 49 Advertising: is a form of communication intended to persuade its viewers, readers or listeners to take some action. It includes the name of a product or service and how that product or service could benefit the consumer to persuade potential customers to purchase. Why non-profit organization use advertising: competition is not held only with commercial organizations. Non-profit organization need to advertise their cause and benefits prevailing in the society to increase the number of donors, contributor and volunteers. Question No: 50 ( Marks: 3 ) Define consumer behavior and what is the main focus of marketers in the study of consumer behavior? Answer No: 5 Consumer behaviour is the study of • How people buy • What they buy • When they buy • And why they buy It is a subcategory of marketing that integrate the elements from psychology, sociology, socio-psychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioural variables in an attempt to understand need and wants of people. Marketers must understand both the theory and reality of consumer behavior. A consumer buying behavior is influenced by given factors • Cultural: a fundamental determinant of human wants and behavior • Personal: it includes reference goups, family, and social roles and statuses • Social: it includes buyer’s age, stage in the life cycle, occupation, economic circumstances, personality self concept. Question No: 51 ( Marks: 5 ) How sales force automation system has increased the efficiency of sales manager? Answer No: 51 Sales force automation systems affects sales management in following ways! • It saves the time of manager providing information in the form of understandable tables, charts and graphs.

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• Activity reports, information requests, orders booked, and other sales information will be sent to the sales manager more frequently, allowing him/her to respond more directly with advice. • This system can by configured in a way to support manager as he want to analyze the information that will automatically help in his efficiency and reporting to higher management. • He can also get an access to his subordinate’s performance which measure such as 1. Revenue per sales person 2. Revenue per territory 3. Margin by product category 4. Margin by customer segment 5. Margin by customer 6. Number of calls per day 7. Time spent per contact 8. Revenue per call 9. Cost per call 10. Entertainment cost per call 11. Ratio of orders to calls 12. Revenue as a percentage of sales quota Question No: 52 ( Marks: 5 ) Why location is important for retailers and what are the promotional tools retailers can use? Answer No: 52 • Retailer location planning helps retailers to open the right stores at right venues. It can help them to maximize their profit. • Retail promotions are designed to promote the goods and services offered in the business district and to directly generate retail sales. Retail promotions should be used as part of a broader promotional strategy, which also can include special events and image building promotions. • Retail promotions can either be discount-oriented sales events or targeted, non-sale promotional events. • Retail events can promote general services (e.g. invited hours for regular customers), convenience and special attractions, rather than using reduced prices to draw shoppers. Question No: 53 ( Marks: 10 ) Explain the five levels stated by Maslow’s hierarchy of needs by giving suitable examples. Answer No: 53 Maslow's Hierarchy of Needs is a theory in psychology that Abraham Maslow proposed in his 1943 through a paper “A Theory of Human Motivation”, which he subsequently extended. He indentified a set of hierarchy in human needs. Marketers must fulfil each of them with best solutions. These needs are categorised as! • Actualization

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• Status (esteem) • Love/belonging • Safety • Physiological (biological needs) Physiological Needs The physiological needs of the organism, those enabling homeostasis, take first precedence. These consist mainly of: • The need to breathe • The need to eat • The need to dispose of bodily wastes • The need for sleep • The need to regulate body temperature When some of the needs are unmet, a human's physiological needs take the highest priority. As a result of the prepotency of physiological needs, an individual will deprioritize all other desires and capacities. Physiological needs can control thoughts and behaviors, and can cause people to feel sickness, pain, and discomfort. Safety Needs When the physiological needs are met, the need for safety will emerge. Safety and security rank above all other desires. These include: • Security of employment • Security of revenues and resources • Physical security - safety from violence, delinquency, aggressions • Moral and physiological security • Familial security • Security of health Love/Belonging Needs After physiological and safety needs are fulfilled, the third layer of human needs is social. This involves emotionally-based relationships in general, such as: • Friendship • Having a family Humans want to be accepted and to belong, whether it be to clubs, work groups, religious groups, family, gangs, etc. They need to feel loved by others, and to be accepted by them. Status (Esteem Needs) Humans have a need to be respected, to self-respect and to respect others. People need to engage themselves in order to gain recognition and have an activity or activities that give the person a sense of contribution and self-value, be it in a profession or hobby. Imbalances at this level can result in low self-esteem, inferiority complexes, an inflated sense of self-importance or snobbishness. Self-Actualization Self-actualization is the instinctual need of humans to make the most of their unique abilities and to strive to be the best they can be.

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Question No: 54 ( Marks: 10 ) Explain the importance of marketing mix elements for wholesalers. Answer No: 54 Wholesaling is the sale of goods /merchandise to retailers, to industrial, commercial, institutional, or other professional business users or to other wholesalers and related subordinated services. It includes all activities involved in selling good and services to those who buy for resale or business use. WHOLESALERS MARKETING MIX Wholesaler can define his marketing decisions as follows! • Target markets • Product assortments and services • Pricing • Place decision • Trends & market information

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MKT501- Marketing Management (Session - 1)

Question No: 1 ( Marks: 1 ) - Please choose one Results from the research that have already been conducted are displayed in which of the following part of marketing plan?

► Marketing strategies ► Executive summary ► Appendix ► Financial summary Ref: Appendix contains specifications of the new product, results from research already completed. Lesson # 8, Under the heading of Appendix

Question No: 2 ( Marks: 1 ) - Please choose one Critical path analysis is a part of which of the following?

► Implementation stage ► Marketing strategies ► Executive summary ► Financial summary Ref: Lesson # 8 of H.outs, Under the heading of Implementation

Question No: 3 ( Marks: 1 ) - Please choose one A market leader firm can expand the total market through: ► Decreasing distribution of the product ► Introducing the new usage of the product ► Eliminating some features of product ► Increasing cost Ref: Lesson # 10, Under the heading of "Market Leader"

Question No: 4 ( Marks: 1 ) - Please choose one Which of the following stage of product life cycle is most expensive?

► Introduction ► Growth ► Maturity ► Decline Ref: Lesson # 12, Under the heading of "New product development stage"

Question No: 5 ( Marks: 1 ) - Please choose one Which of the following is the spread of idea from the source of invention to the ultimate user or consumers?

► Innovation adoption process ► Innovation diffusion process

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► Adoption process ► New product recognition Ref: INNOVATION DIFFUSION PROCESS has been defined as “The spread of idea from the source of invention or creation to the ultimate user or consumers". Lesson # 15, Under the heading of "STAGES OF CONSUMER ADOPTION PROCESS"

Question No: 6 ( Marks: 1 ) - Please choose one When two or more well known brands are combined in an offer it is called: ► Private brand ► Multibrands ► Co-brand ► New brand When two or more brands work together to market their products, this is referred to as Co-branding. Question No: 7 ( Marks: 1 ) - Please choose one All of the following are true about price EXCEPT: ► Price is independent of the other elements of the marketing mix ► Price is the monetary value of a product ► Price is most flexible tool in the marketing mix ► Price is marketing mix element which produces revenue Question No: 8 ( Marks: 1 ) - Please choose one ABC Company priced the product as of Rs. 19.99 instead of Rs.20. Which of the following pricing techniques is ABC Company using? ► Dodging pricing ► Deceptive pricing ► Premium pricing ► Psychological pricing PSYCHOLOGICAL PRICING Retail prices are often expressed as odd prices: a little less than a round number, e.g. $19.99 or £6.95. Psychological pricing is a theory in marketing that these prices have a psychological impact that drives demand greater than would be expected if consumers were perfectly rational. Psychological pricing is one cause of price points. Question No: 9 ( Marks: 1 ) - Please choose one Which of the following method is mostly used in the retailing? ► Courier service ► Online shops ► Self-service ► Counter-service

Even though most retailing is done through self-service, many shops offer counter- service items, e.g. controlled items like medicine and small expensive items. (page#41 handout Question No: 10 ( Marks: 1 ) - Please choose one Which of the following is price reduction offered when an order is placed in slack/drooping period?

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► Cash discount ► Trade discount ► Quantity discount ► Seasonal discount Seasonal discounts - These are price reductions given when an order is placed in a slack period

Question No: 11 ( Marks: 1 ) - Please choose one Which of the following discourages the entry of competitors as well as low prices act as a barrier to entry? ► Cost-orientated pricing ► Psychological pricing ► Penetration pricing ► Market skimming pricing PENETRATION PRICING •It discourages the entry of competitors. Low prices act as a barrier to entry (pg99) Question No: 12 ( Marks: 1 ) - Please choose one What will be the average cost per unit if a firm produces 500 units at cost of Rs.100, 000? ► 200 ► 150 ► 100 ► 50 Question No: 13 ( Marks: 1 ) - Please choose one Management at ABC electronics has introduced the product at high price. Identify the type of pricing ABC electronics is using. ► Odd-even ► Skimming ► Penetration ► Psychological In price skimming, price varies over time. Typically a company starts selling a new product at a relatively high price then gradually reduces the price as the low price elasticity segment gets satiated. Price skimming is closely related to the concept of yield management. Question No: 14 ( Marks: 1 ) - Please choose one Which of the following is the best example of a product that is suitable for sampling? ► Lawn furniture ► Leather briefcase ► Ceiling fan ► Shampoo Question No: 15 ( Marks: 1 ) - Please choose one Identify the sales promotion technique in which price of a popular product is temporally reduced to stimulate profitable sales. ► Coupons ► Free samples ► Contests

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► Loss leader •Loss leader the price of a popular product is temporarily reduced in order to stimulate other profitable sales Question No: 16 ( Marks: 1 ) - Please choose one While reading a newspaper you have found a coupon booklet inserted in the newspaper. Identify the type of sales promotion technique. ► Coupon ► Free sample ► Price-pack deal ► Free-standing insert Free-standing insert (FSI) A coupon booklet is inserted into the local newspaper for delivery. Question No: 17 ( Marks: 1 ) - Please choose one Identify the trade sales promotional tool which induce retailer to purchase and display a product. ► Trade allowance ► Trade contest ► Dealer loader ► Push money •Dealer loader An incentive given to induce a retailer to purchase and display a product. Question No: 18 ( Marks: 1 ) - Please choose one Which of the following is an amount paid by way of reduction, return, or refund on what has already been paid or contributed by the customer? ► Coupon ► Free sample ► Rebate ► Price deal A rebate is an amount paid by way of reduction, return, or refund on what has already been paid or contributed. It is a type of sales promotion marketers use primarily as incentives or supplements to product sales. Question No: 19 ( Marks: 1 ) - Please choose one Which of the following was the most common form of advertising in ancient times? ► Word of mouth ► Commercial message ► Election campaign ► Non verbal communication In ancient times the most common form of advertising was by word of mouth, however, commercial messages and election campaign displays have been found in the ruins of Pompeii. Question No: 20 ( Marks: 1 ) - Please choose one When was mass media introduced? ► 1950s ► 1940s ► 1930s

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► 1920s Mass media is a term used to denote, as a class, that section of the media specifically conceived and designed to reach a very large audience (typically at least as large as the whole population of a nation state). It was coined in the 1920s with the advent of nationwide radio networks and of mass-circulation newspapers and magazines. for more contents visit Question No: 21 ( Marks: 1 ) - Please choose one Which of the following communication activities are likely to be most effective for a local hairdressing service?

► Public relations ► Word-of-mouth ► Sales promotion ► Radio advertisements Question No: 22 ( Marks: 1 ) - Please choose one Manufacturers of shampoos often send out free samples of their products with the magazines. This illustrate the use of which of the following element of promotional mix . ► Personal selling ► Sales promotion ► Direct mail ► Advertising Question No: 23 ( Marks: 1 ) - Please choose one All of the following are the objectives of sales promotion EXCEPT: ► Personal interaction between two or more people ► Invites and rewards quick consumer response ► Offers strong incentives to buy ► Attracts consumer attention

Question No: 24 ( Marks: 1 ) - Please choose one A brand may achieve which of the following when it is associated with a whole category of products? ► Market share ► Positive mind share ► Dominant mind share ► Mind share Ref: A brand may achieve dominant mind share when it is associated with a whole category of products,

Question No: 25 ( Marks: 1 ) - Please choose one Identify the situation in which there is NO negotiation at all. ► When both parties are weak ► When one party is strong ► When both parties are strong ► When both parties are equal

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Question No: 26 ( Marks: 1 ) - Please choose one Which of the following is TRUE about “selecting, refining, and crafting an agreement”? ► It is a step in which both parties gather facts about each other ► It is a step in which both parties estimate cost of agreement ► It is a step in which both parties formalize agreement ► It is a step in which both parties present the starting proposal Ref: Selecting, Refining, and Crafting an Agreement: It is a step in which both parties present the starting proposal. Lecture no. 32, Under the heading of "During the negotiation".

Question No: 27 ( Marks: 1 ) - Please choose one In which of the following the sales force management systems are used? ► Selling and management ► Marketing and advertisement ► Management and marketing ► Management and advertisement Ref: Sales Force Management Systems are information systems used in marketing and management Lecture # 33,1st line, under the heading of "Sales Force Management " Question No: 28 ( Marks: 1 ) - Please choose one Productivity of sales force can be measured using all of the following EXCEPT: ► Total cost of production ► Margin by customer segment ► Revenue per territory ► Revenue per sales person Ref: Tracking the productivity of their sales force by combining a number of performance measures such as : revenue per sales person, revenue per territory, margin by product category, margin by customer segment, margin by customer, Lecture # 33, under the heading of "Advantages to the Sales Manager"

Question No: 29 ( Marks: 1 ) - Please choose one Identify the feature of selective distribution. ► Less control only ► Less cost only ► Less cost and more control ► More cost and less control Ref: Selective distribution gives producers good market coverage with more control and less cost than does intensive distribution.

Question No: 30 ( Marks: 1 ) - Please choose one Outbound operations, including all fulfillment activities and transportation to customers are which type of supply chain management activities? ► Strategic level ► Tactical level

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► Operational level ► Functional level Ref: Lecture # 37 of MKT501 H.outs, under the heading of Operational Activities Question No: 31 ( Marks: 1 ) - Please choose one Which of the following is the sale of consumer products or services in a face to face manner away from a fixed retail location? ► Industrial selling ► Indirect selling ► Direct selling ► Business to business selling Direct Sales - involving face-to-face contact • retail or consumer • door-to-door or traveling salesman • party plan Question No: 32 ( Marks: 1 ) - Please choose one Which of the following is a broad set of communication activities used to create and maintain favorable relations between the organization and its publics? ► Publicity ► Public relations ► A press strategy ► Advertising Question No: 33 ( Marks: 1 ) - Please choose one Which of the following is NOT one of the functions that marketing channel members generally perform? ► Manufacturing ► Promotion ► Negotiating with buyers ► Information gathering Question No: 34 ( Marks: 1 ) - Please choose one Which of the following is a practical model used by marketers? ► Consumer behavior ► Economic ► Psychological ► Behavioral Consumer behavior models - These are practical models used by marketers. They typically blend both economic and psychological models.(pg99) Question No: 35 ( Marks: 1 ) - Please choose one Which of the following is the threat for an organization? ► Competitors developing new products ► New machinery or equipment ► Lack of computing expertise ► An unstable work-force Question No: 36 ( Marks: 1 ) - Please choose one Which of the following is defined as the process of converting concepts into specific observable behaviors that a researcher can measure?

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► Operationalization ► Conceptualization ► Generalization ► Formalization Operationalization is the process of converting concepts into specific observable behaviors that a researcher can measure. Precision refers to the exactness of any given measure. Question No: 37 ( Marks: 1 ) - Please choose one Which of the following technique is used by depth interviewers in which you start with questions about external objects and external social phenomena, and then proceed to internal attitudes and feelings? ► Hidden issue questioning ► Laddering ► Symbolic analysis ► Focus groups Laddering is a technique used by depth interviewers in which you start with questions about external objects and external social phenomena, then proceed to internal attitudes and feelings. Question No: 38 ( Marks: 1 ) - Please choose one When Saleem buys car using a channel with only one intermediary, that intermediary is classified as a: ► Functional middleman ► Broker ► Wholesaler ► Retailer Question No: 39 ( Marks: 1 ) - Please choose one Which of the following markets involve buying and selling of goods for their utility and enabling them to make or re-sell a product to others? ► Global markets ► Government markets ► Consumer markets ► Business markets

Business Market Business buyers buy goods for their utility in enabling them to make or resell a product to others for the purpose of making profits. Question No: 40 ( Marks: 1 ) - Please choose one Customer cost will be considered as which of the following Ps of marketing mix? ► Product ► Price ► Place ► Promotion

Question No: 41 ( Marks: 1 ) - Please choose one Which of the following is the consumer’s estimate of the product’s overall capacity to satisfy his or her needs?

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► Value ► Want ► Demand ► Satisfaction A product or offering can consist of as three components: physical goods, services, and ideas. value is the consumer estimate of the product’s overall capacity to satisfy his or her needs.

Question No: 42 ( Marks: 1 ) - Please choose one For which of the following products would the manufacturer be more likely to use selective distribution? ► Bags of potato chips ► Paper clips ► Microwave ovens ► Nail clippers A strategy where a producer sells its products or services in a few exclusively chosen retail outlets in a specific geographical area. articles.bplans.com/business-term-glossary/business-terms-s 2. Selective distribution - This is the normal pattern (in both consumer and industrial markets) where `suitable' resellers stock the product.

Question No: 43 ( Marks: 1 ) - Please choose one Costs that vary directly with the level of production are referred to as ______. ► Fixed costs ► Variable costs ► Total costs ► Unit costs Pg47 Variable costs change with the level of output, increasing as more product is generated.

Question No: 44 ( Marks: 1 ) - Please choose one ______are the sum of the ______and ______for any given level of production. ► Fixed costs; variable; total costs ► Fixed costs; total; variable costs ► Variable costs; fixed; total costs ► Total costs; fixed; variable costs Pg47 Fixed cost and variable cost, combined, equal total cost

Question No: 45 ( Marks: 1 ) - Please choose one Which one of the following options reflects the tactical activities? ► Inventory decisions, including quantity, location, and quality of inventory ► Information Technology infrastructure, to support supply chain operations

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► Where to make and what to make or buy decisions ► Product design coordination Pg91 Tactical Activities • Sourcing contracts and other purchasing decisions. • Production decisions, including contracting, locations, scheduling, and planning process definition. • Inventory decisions, including quantity, location, and quality of inventory.

Question No: 46 ( Marks: 1 ) - Please choose one Which of the following is NOT a style of music video? ► Audio ► Picture ► Text ► Animation Question No: 47 ( Marks: 1 ) - Please choose one Supply Chain Management involves getting the right product to the right customer in the right place at the right time. Which one of the following options is not a part of supply chain management?

Planning Implementing Controlling the physical flow of goods, services, and information Gathering customer’s ideas for new produc

Question No: 48 ( Marks: 1 ) - Please choose one Being a marketing manager, you have been assigned a task of conducting survey in a large area and collecting information that how many people like and dislike burger. You are collecting information by which of the following ways?

Experimental techniques

Qualitative marketing research

Quantitative marketing research

Observational techniques

Question No: 49 ( Marks: 3 ) How an attractive TV commercial can be made? Question No: 50 ( Marks: 3 ) You might consider strong industry knowledge and expertise to be a core competence in serving your industry. If your competitors have equivalent

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Question No: 51 ( Marks: 5 ) Differentiate between economic and psychological models.

Question No: 52 ( Marks: 5 ) What is Integrated Marketing Communications? Why is it important?

Question No: 53 ( Marks: 10 ) What does it mean “money is invested in advertising”? Is advertising all about investment? Why or why not.

Question No: 54 ( Marks: 10 ) Suppose you are going to take decision about the purchase of newly introduced milk in the market. Explain the decision making model that you will follow in this situation.

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MIDTERM EXAMINATION Fall 2009 MKT501- Marketing Management (Session - 5)

Time: 60 min Question No: 1 ( Marks: 1 ) - Please choose one Which of the following is the first step in writing a marketing plan? ► Situation analysis ► Opportunity and threat analysis ► Executive summary ► Market analysis Executive Summary The Plan should open with a brief summary of the plans most important Goals and Recommen dations. The summary can be expressed like in a brief statement, “increase sales by 10% this year” or “reduce expenses by 5 %” or say “will enter UK market this year” etc. Question No: 2 ( Marks: 1 ) - Please choose one A market leader firm can expand the total market through: ► Decreasing distribution of the product ► Introducing the new usage of the product ► Eliminating some features of product ► Increasing cost Question No: 3 ( Marks: 1 ) - Please choose one Process engineering skills are required for the successful implementation of which of the following strategy? ► Market segmentation strategy ► Market dominance strategy ► Differentiation strategy ► Cost leadership strategy Question No: 4 ( Marks: 1 ) - Please choose one Any tangible thing that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is called: ► Service ► Product ► Demand ► Idea Question No: 5 ( Marks: 1 ) - Please choose one Luxury products, such as Rolex watches, are also known as: ► Shopping product ► Convenience product ► Emergency product ► Specialty product Specialty products are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. Examples include specific brands and types of cars, highpriced

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http://vusolutions.blogspot.com/ photographic equipment, designer clothes, and the services of medical or legal specialists. Question No: 6 ( Marks: 1 ) - Please choose one Aggressive pricing is associated with which of the following stage of product life cycle? ► Introduction ► Growth ► Maturity ► Decline not sure Question No: 7 ( Marks: 1 ) - Please choose one All of the following are the sources of idea for new product development EXCEPT: ► Government agencies ► Competitors ► Suppliers ► Customers Question No: 8 ( Marks: 1 ) - Please choose one Which of the following is NOT a decision required in commercialization? ► Why to launch the product? ► How to launch the product? ► Where to launch the product? ► When to launch the product? The decisions required are: • WHEN TO LAUNCH THE PRODUCT? • WHERE TO LANCH THE PRODUCT? • TO WHOM TO LAUNCH THE PRODUCT? • HOW TO LAUNCH THE PRODUCT Question No: 9 ( Marks: 1 ) - Please choose one Which of the following are the people who purchase new products almost as soon as the products reach the market? ► Innovators ► Late majority ► Early majority ► Late adopters Question No: 10 ( Marks: 1 ) - Please choose one Which of the following is the spread of idea from the source of invention to the ultimate user or consumers? ► Innovation adoption process ► Innovation diffusion process ► Adoption process ► New product recognition Diffusion of Innovations is a theory of how, why, and at what rate new ideas and technology spread through cultures Question No: 11 ( Marks: 1 ) - Please choose one Which of the following is essential requirement for medicines and drugs? ► Secondary packaging ► Primary labeling

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► Decorative packaging ► Mandatory labeling Question No: 12 ( Marks: 1 ) - Please choose one Which of the following is less likely to damage reputations of a brand if a new product fails? ► Brand extension branding ► Individual branding ► Overall family branding ► Line family branding not sure Question No: 13 ( Marks: 1 ) - Please choose one Which of the following brands cost more than other products in the category? ► Premium brand ► Economy brand ► Fighting brand ► Corporate brand Question No: 14 ( Marks: 1 ) - Please choose one Using one brand name for several related products is known as which of the following? ► Family branding ► Group branding ► Combination branding ► Premium branding When one brand name is used for several related products, this is referred to as Family branding. Question No: 15 ( Marks: 1 ) - Please choose one Gift baskets are the example of which one of the following types of packaging? ► Decorative ► Secondary ► Shipping ► Primary Question No: 16 ( Marks: 1 ) - Please choose one Which of the following is the packaging objective, in which small products are grouped together in one package for the reasons of efficiency? ► Information transmission ► Agglomeration ► Physical protection ► Theft reducing Agglomeration - Small objects are typically grouped together in one package for reasons of efficiency. For example, a single box of 1000 pencils requires less physical handling than 1000 single pencils. Alternatively, bulk commodities (such as salt) can be divided into packages that are a more suitable size for individual households. Question No: 17 ( Marks: 1 ) - Please choose one Which of the following is a brand created and owned by a larg retailer of a product after purchasing in large quantity from manufacturer? ► Co-brand ► Private brand

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► Manufacturer's brand ► Licensed brand When large Retailers buy products in bulk from manufacturers and put their own brand name on them, this is called Private Branding, store brand, or private label. Question No: 18 ( Marks: 1 ) - Please choose one Which of the following is also known as functional branding? ► Economy branding ► Co-branding ► Family branding ► Individual branding A concept that is used with respect brand strategy decision. A functional brand is that one which is purchased by the consumers to satisfy a functional need such as to shave, to clean clothes, to relieve a headache. Functional brands have the best chance to satisfy customers if they are seen as providing superior performance. Functional brands rely heavily on product or price features Not sure. Question No: 19 ( Marks: 1 ) - Please choose one Tarang milk is an example of which of the following? ► Corporate brand ► Co-brand ► Individual brand ► Family brand not sure Question No: 20 ( Marks: 1 ) - Please choose one Which of the following price is very close to the maximum that customers are happily and readily willing to pay? ► Premium ► Cooperative ► Effective ► Efficient Question No: 21 ( Marks: 1 ) - Please choose one Geographic pricing is also known as: ► Skimming pricing ► Zone pricing ► Psychological pricing ► Penetration pricing Question No: 22 ( Marks: 1 ) - Please choose one Which of the following is a pricing technique used by retailers? ► Cost–push pricing ► Cost-plus pricing ► Demand- push pricing ► Demand- pull pricing Question No: 23 ( Marks: 1 ) - Please choose one Which of the following method is mostly used in the retailing? ► Courier service ► Online shops

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► Self-service ► Counter-service Even though most retailing is done through self-service, many shops offer counter-service items, e.g. controlled items like medicine and small expensive items.

(page#41 handout

Question No: 24 ( Marks: 1 ) - Please choose one Market price is also known as: ► Effective price ► List price ► Retail price ► Wholesaler price The market price (also called effective price) is the amount actually paid. Question No: 25 ( Marks: 1 ) - Please choose one A company wants prompt payment from the customers. What type of discount will be suitable for the company? ► Seasonal discount ► Trade discount ► Quantity discount ► Cash discount Question No: 26 ( Marks: 1 ) - Please choose one A seller wants payment from buyer within 10 days of sales (whereas customer can made payment within 30 days) and offers 4% discount if payment is made within 10 days. What type of cash discount will be suitable? ► 4/10 net 30 ► 10/4 net 30 ► 10/30 net 4 ► 4/30 net 10 this means the buyer must pay within 30 days, but will receive a 4% discount if they pay within 10 days Question No: 27 ( Marks: 1 ) - Please choose one Which of the following markets involve decisions such as: what country to enter in, how to enter, how to adopt their product and services and how to price? ► Consumer markets ► Business markets ► Global markets ► Non profit markets Question No: 28 ( Marks: 1 ) - Please choose one Which one of the following 4Ps of marketing mix involves in decisions regarding list prices, discounts, allowances and payment periods or credit terms? ► Product ► Price

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► Place ► Promotion Question No: 29 ( Marks: 1 ) - Please choose one The Cargo business covers which of the following decisions under the marketing mix strategy? ► Product ► Price ► Placement ► Promotional Question No: 30 ( Marks: 1 ) - Please choose one Customer cost will be considered as which of the following Ps of marketing mix? ► Product ► Price ► Place ► Promotion Question No: 31 ( Marks: 1 ) - Please choose one Which of the following elements of marketing mix directly affects the value of sales? ► Price ► Place ► Promotion ► Product Question No: 32 ( Marks: 1 ) - Please choose one The basic human requirement defines which of the following? ► Need ► Demand ► Want ► Satisfaction Question No: 33 ( Marks: 1 ) - Please choose one Willingness and ability to buy the product leads towards which of the following? ► Demand ► Need ► Want ► Market Question No: 34 ( Marks: 1 ) - Please choose one The loyalty marketing focuses on establishing long term relationship between: ► Company and retailer ► Retailer and customer ► Retailer and consumer ► Company and customer Relationship Marketing focuses on establish and building long term relationship between the company and customer. We also call it loyalty marketing. Question No: 35 ( Marks: 1 ) - Please choose one Which of the following is NOT a technique used by marketers to understand the customers? ► Focus group ► Commercialization

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► Web and telephones ► Surveys Question No: 36 ( Marks: 1 ) - Please choose one Which of the following is NOT an example of unsought goods? ► Insurance policy ► Course book ► Encyclopedia ► Funeral plots Question No: 37 ( Marks: 1 ) - Please choose one A customer requirement about any product in which he/ she needs to avail core features in that product, is called: ► Real need ► Stated need ► Unstated need ► Delighted need not sure Question No: 38 ( Marks: 1 ) - Please choose one Order processing decisions are related to which of the following? ► Product ► Price ► Distribution ► Promotion Question No: 39 ( Marks: 1 ) - Please choose one Which of the following is NOT a distribution decision? ► Inventory management ► Personal selling ► Warehousing ► Distribution centers Question No: 40 ( Marks: 1 ) - Please choose one If a bakery business bought a wheat farm in order to reduce the risk associated with the dependency on flour. Identify the type of integration. ► Backward vertical integration ► Balanced vertical integration ► Forward horizontal integration ► Forward vertical integration In backward vertical integration, the company sets up subsidiaries that produce some of the inputs used in the production of its products. For example, an automobile company may own a tire company, a glass company, and a metal company. Control of these three subsidiaries is intended to create a stable supply of inputs and ensure a consistent quality in their final product. Question No: 41 ( Marks: 10 ) "Marketing concept starts with a well defined market, focuses on customer needs, coordinates all activities and produces profit by satisfying the customers". Elaborate the statement.

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MIDTERM EXAMINATION Fall 2009 MKT501- Marketing Management

Which of the following must be developed at each product level for achieving the goals? ► Corporate plan ► Selling plan ► Marketing plan ► Business plan Page 15 For Product or Service, a Brand, or a Product line, It can cover ONE YEAR (referred to as an annual marketing plan), or cover up to 5 years. A marketing plan may be part of an overall Business Plan. Which of the following part of a marketing plan defines the plan’s financial and marketing goals in terms of sales volume, market share and profit? ► Marketing strategy ► Action programs ► Issue analysis ► Objectives Page 17 Marketing strategies are those plans designed to reach Marketing goals. A good marketing strategy should integrate an organization’s marketing goals, policies, and action sequences (tactics) into a cohesive whole. Assumptions, pro-forma income statement, contribution margin analysis, breakeven analysis, ratios analysis must be very formally done in: ► Executive summary ► Financial summary ► Promotional plan ► Business plan Page 16 Financial Summary Assumptions, pro-forma monthly income statement, contribution margin analysis, breakeven analysis. This information must be very formally done at this stage Which of the following has the largest market share in the relevant product market? ► Market leader ► Market challenger ► Market nicher ► Market follower Page 19 The market leader is dominant in its industry. It has substantial market share and often extensive distribution arrangements with retailers.

A market nicher can reduce their operating expense through less spending on: ► Market segment and advertising

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► R & D and market segment ► Advertising and promotion ► R & D and advertising Page 20 Market nicher tends to keep their operating expenses down by spending less on R&D, advertising, and Personal selling. A market leader firm can expand the total market through: ► Decreasing distribution of the product ► Introducing the new usage of the product ► Eliminating some features of product ► Increasing cost Page 19 It typically is the industry leader in developing innovative new business models and new products (although not always). It sometimes has some market power in determining either price or output. Of the four dominance strategies, it has the most flexibility in crafting strategy. A brand name is one of the elements of the: ► Discounted product ► Core benefit ► Augmented product ► Actual product page 23 Tangible Product or Service O Product attributes and features, Quality, Styling, Packaging protection and label information, Brand name Which of the following is TRUE about a product? ► Every tangible thing the customer receives in an exchange ► The idea that the customer receives in an exchange ► The service that is rendered to a customer ► The physical object the customer receives in an exchange Page 23 “In marketing, a product is anything that can be offered to a market that might satisfy a want or need. However it is much more than just a physical object. It is the complete bundle of benefits or satisfactions that buyers perceive they will obtain if they purchase the product”. Identify the stage of product life cycle in which sales are at peak. ► Introduction ► Growth ► Maturity ► Decline page 25 Mature stage • Costs are very low as you are well established in market & no need for publicity. • Sales volume peaks Which of the followings are considered defensive in nature? ► Maturity and growth stage ► Maturity and decline stage

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► Introduction and maturity stage ► Introduction and growth stage Page 26 The second two stages, mature and decline stage are often seen as defensive in nature. Standard Cable cut back advertising expenditures to minimum level and reduced the number of channel members for its industrial cable product. These actions are indicative of a product in which of the following stage of its life cycle? ► Introduction ► Growth ► Maturity ► Decline MGT 301 Page 108 This is the decline stage. Sales decline for many reasons, including technological advances, shifts in consumer tastes, and increased competition. As sales and profits decline, some firms withdraw from the market. Those remaining may prune their product offerings. They may drop smaller market segments and marginal trade channels, or they may cut the promotion budget and reduce their prices further. Highest percentage of ideas for new products originates with/from which of the following sources? ► Top management ► Customers ► Competitors ► Employees Page 27 : Ideas for new products obtained from customers, R&D department, competitors, focus groups, employees, or trade shows

Which of the following are the people who purchase new products almost as soon as the products reach the market? ► Innovators ► Late majority ► Early majority ► Late adopters Page 33 Early adopters, they are very quick in their response. These people are venture some and willing to try new ideas. In fact they are innovators in life and early adopters. Which of the following is NOT one of the stages that customers go through in the process of adopting a new product? ► Desire ► Awareness ► Evaluation ► Interest Page 32

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The New-product marketers should facilitate consumer movement through these stages • AWARENESS: • INTEREST: • EVALUATION • TRIAL • ADOPTION Which product is MOST likely to be purchased through routine decision making? ► Television set ► Soft drink ► Shirt ► Car Which of the following has a quick response towards a new product? ► Opinion leaders ► Late majority ► Early majority ► Early adopters Page 33 Early adopters, they are very quick in their response. These people are venture some and willing to try new ideas. In fact they are innovators in life and early adopters. Which of the following brands is created specifically to counter a competitive threat? ► Premium brand ► Economy brand ► Fighting brand ► Corporate brand Page 36 A fighting brand is a brand created specifically to counter a competitive threat. Using one brand name for several related products is known as which of the following? ► Family branding ► Group branding ► Combination branding ► Premium branding Page 36 When one brand name is used for several related products, this is referred to as Family branding. Packaging used for the ice creams is an example of which of the following? ► Decorative packaging ► Transport packaging ► Secondary packaging ► Primary packaging Primary packaging is the material the first envelops the product and holds it. First-level productpackaging such as the bottle, can, jar, tube, etc., that contains the item sold. It is the last packaging thrown by the consumer.

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@ Secondary packaging is outside the primary packaging – perhaps used to group primary packages together. Tertiary packaging is used for bulk shipping. According to “Research supporting odd pricing theory” which of the following number out of all the numbers between 1 and 100 is thought to have least perceived value as compared to its actual value? ► 90 ► 77 ► 55 ► 25 Page 40 In a study, the perceived value of all the numbers between 1 and 100 were studied, and 77 was shown to have the lowest perceived value relative to its actual value. To pay premium price for the product customers require: ► Allowance ► Flawless performance ► Discounts ► High promotion page 39 Premium Pricing (also called prestige pricing) is the strategy of pricing at, or near, the high end of the possible price range. They require flawless performance in this application - The cost of product malfunction is too high to buy anything but the best - example: heart pacemaker Mr. A, marketer of XYZ Co. is selling his ice-cream in the market at Rs.20, 20% more than his competitors’ price. Still his sales are increasing. Now his aim is to maintain same pricing. He enjoys which type of leadership? ► Promotion leadership ► Price leadership ► Cost leadership ► Product leadership Price leadership A situation in which a company sets a price for a product and this company's market share and/or brand loyalty is so strong that other companies are compelled to match or beat the price. The company that first changes the price is said to show price leadership. Which of the following price is quoted to a potential buyer, usually in written form? ► Wholesale price ► Market price ► List price ► Retail price The list price (which is quoted to a potential buyer, usually in written form). Ref: http://en.wikipedia.org/wiki/Discounts_and_allowances

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A seller wants payment from buyer within 10 days of sales (whereas customer can made payment within 30 days) and offers 4% discount if payment is made within 10 days. What type of cash discount will be suitable? ► 4/10 net 30 ► 10/4 net 30 ► 10/30 net 4 ► 4/30 net 10 Page 43 •2/10 net 30 - this means the buyer must pay within 30 days, but will receive a 2% discount if they pay within 10 days. Market-penetration pricing will likely to be used most in selling which of the following items? ► Specialty ► Convenience ► Unsought ► Pharmaceuticals Market-penetration pricing Pricing method of new product introduction to market that consists of pricing low and promoting heavily in order to gain a large market share and associated economies of scale as quickly as possible and before competition builds. Convenience Goods: purchased frequently and with minimal effort, often referred to as FMCG (Fast Moving Consumer Goods) Many companies try to set a price that will maximize current profit. This strategy assumes that company has knowledge of its: ► Cost and production function ► Revenue and cost function ► Demand and market function ► Demand and cost function REF: http://www.netmba.com/marketing/pricing/ Identify the other name for global market. ► Consumer market ► Import market ► Export market ► Government market PAGE 2 GLOBAL MARKETS This is when we talk beyond frontiers; marketers are faced with tougher decisions for global markets. Export of product is in itself a major undertaking. Which country to enter? How to enter? How to Price? How to communicate? are just a few important and underlying decisions. Which one of the following 4Ps of marketing mix involves in decisions regarding list prices, discounts, allowances and payment periods or credit terms? ► Product ► Price

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► Place ► Promotion

PAGE 3 Right Price a. List Price b. Discounts and conditions of discounts c. Allowances d. Payment Period Customer cost will be considered as which of the following Ps of marketing mix? ► Product ► Price ► Place ► Promotion Pricing is basically setting a specific price for a product or service offered. In a simplistic way, Kotler and Armstrong (2004) refer to the concept of price as the amount of money that customers have to pay to obtain the product. Which of the following is about managing strategically the customer’s entire experience with the product and company? ► Customer experience management ► Customer retention management ► Customer life-time value management ► Customer relationship management Customer experience management is "the process of strategically managing a customer's entire experience with a product or a company". Relationship marketing focuses on establishing and building a long term relationship between a company and a customer. There are several approaches that have been espoused including customer experience management, customer relationship management, loyalty programs, and database marketing. ref : http://www.findwhitepapers.com/knowledge-management/customer-experience- management/ Customer’s viewpoint on a firm’s products and services can be improved through: ► Experiential world of customers ► Experiential innovation ► Customer interface ► Building experiential platform Page 5: Continue experiential innovation • Anything that can improve customer’s own viewpoint on your products and services. Which of the following firms emphasizes on product’s benefits to the customers rather product attributes? ► Product oriented ► Market oriented ► Sales oriented ► Production oriented

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Market Orientation: Business approach or philosophy that focuses on identifying and meeting the stated or hidden needs or wants of the customers, through its own or acquired products. Which of the following is NOT a technique of measuring customer satisfaction and monitoring customer’s complaint? ► Customer complaints database ► Web and telephone information hotlines ► Exit interviews ► Business analysis Page 27 because Business Analysis involves o estimate likely selling price o estimate sales volume o estimate profitability and breakeven point The phenomenon, when a customer dislikes a product and talks against the product, is termed as: ► Propaganda ► Unfavorable environment ► Bad mouth ► Bad impression Page 8 The customer still may not fully like the product and have what we calls ‘bad- mouth’. Bad mouth is when a customer talks not in favors of the product. Bad mouth travels fast. Products that are usually purchased due to adversity and high promotional back up rather than desire are called: ► Sought goods ► Unique goods ► Unsought goods ► Preferred goods Page 8: This concept emphasizes on aggressive selling and high promotional back up. Selling, concept is practical on what we call as ‘unsought goods’ A customer requirement about any product in which he/ she needs to avail core features in that product, is called: ► Real need ► Stated need ► Unstated need ► Delighted need Page # 10 A customer says. ‘I want an inexpensive car’ what is he saying? He wants a car that is not expensive. So he needs a car but not expensive compared to his income. Needs are .Stated need (an inexpensive Car) ,Real need (wants a car which is lower in maintenance), Unstated need (he wants a strong car) Which of the following products requires mass promotion by a producer? ► Convenience ► Shopping ► Specialty

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► Unsought Unsought Products – These are products whose purchase is unplanned by the consumer but occur as a result of marketer’s actions. Such purchase decisions are made when the customer is exposed to promotional activity, such as a salesperson’s persuasion or purchase incentives like special discounts offered to certain online shoppers. Which of the following is NOT an aggressiveness strategy? ► Harvesting ► Building ► Intensification ► Holding Page # 18 Aggressiveness Strategies - This asks whether a firm should grow or not, and if so, how fast. One scheme divides strategies into: · Building · holding · harvesting Which of the following is NOT a type of innovation strategy? ► Pioneers ► Challengers ► Close followers ► Late followers Innovation Strategies- This deals with the firm rate of new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types: o pioneers o close followers o late followers Suppose Nestle wants to expand its line of food products. The managers conduct surveys from customers to determine which food items would appeal to customers. Nestle is currently in which of the following phase of new product development? ► Idea generation ► Idea screening ► Test marketing ► Business analysis Test marketing is a technique used during product development to determine how people respond to a product. It can be used at many different phases of development to see whether or not the public will buy the product, how the product may need to be adjusted to make it appealing to the public, and how members of the public interact with the product.

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MIDTERM EXAMINATION Fall 2009 MKT501- Marketing Management

Which of the following must be developed at each product level for achieving the goals? ► Corporate plan ► Selling plan ► Marketing plan ► Business plan Page 15 For Product or Service, a Brand, or a Product line, It can cover ONE YEAR (referred to as an annual marketing plan), or cover up to 5 years. A marketing plan may be part of an overall Business Plan. Which of the following part of a marketing plan defines the plan’s financial and marketing goals in terms of sales volume, market share and profit? ► Marketing strategy ► Action programs ► Issue analysis ► Objectives Page 17 Marketing strategies are those plans designed to reach Marketing goals. A good marketing strategy should integrate an organization’s marketing goals, policies, and action sequences (tactics) into a cohesive whole. Assumptions, pro-forma income statement, contribution margin analysis, breakeven analysis, ratios analysis must be very formally done in: ► Executive summary ► Financial summary ► Promotional plan ► Business plan Page 16 Financial Summary Assumptions, pro-forma monthly income statement, contribution margin analysis, breakeven analysis. This information must be very formally done at this stage Which of the following has the largest market share in the relevant product market? ► Market leader ► Market challenger ► Market nicher ► Market follower Page 19 The market leader is dominant in its industry. It has substantial market share and often extensive distribution arrangements with retailers.

A market nicher can reduce their operating expense through less spending on: ► Market segment and advertising

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► R & D and market segment ► Advertising and promotion ► R & D and advertising Page 20 Market nicher tends to keep their operating expenses down by spending less on R&D, advertising, and Personal selling. A market leader firm can expand the total market through: ► Decreasing distribution of the product ► Introducing the new usage of the product ► Eliminating some features of product ► Increasing cost Page 19 It typically is the industry leader in developing innovative new business models and new products (although not always). It sometimes has some market power in determining either price or output. Of the four dominance strategies, it has the most flexibility in crafting strategy. A brand name is one of the elements of the: ► Discounted product ► Core benefit ► Augmented product ► Actual product page 23 Tangible Product or Service O Product attributes and features, Quality, Styling, Packaging protection and label information, Brand name Which of the following is TRUE about a product? ► Every tangible thing the customer receives in an exchange ► The idea that the customer receives in an exchange ► The service that is rendered to a customer ► The physical object the customer receives in an exchange Page 23 “In marketing, a product is anything that can be offered to a market that might satisfy a want or need. However it is much more than just a physical object. It is the complete bundle of benefits or satisfactions that buyers perceive they will obtain if they purchase the product”. Identify the stage of product life cycle in which sales are at peak. ► Introduction ► Growth ► Maturity ► Decline page 25 Mature stage • Costs are very low as you are well established in market & no need for publicity. • Sales volume peaks Which of the followings are considered defensive in nature? ► Maturity and growth stage ► Maturity and decline stage

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► Introduction and maturity stage ► Introduction and growth stage Page 26 The second two stages, mature and decline stage are often seen as defensive in nature. Standard Cable cut back advertising expenditures to minimum level and reduced the number of channel members for its industrial cable product. These actions are indicative of a product in which of the following stage of its life cycle? ► Introduction ► Growth ► Maturity ► Decline MGT 301 Page 108 This is the decline stage. Sales decline for many reasons, including technological advances, shifts in consumer tastes, and increased competition. As sales and profits decline, some firms withdraw from the market. Those remaining may prune their product offerings. They may drop smaller market segments and marginal trade channels, or they may cut the promotion budget and reduce their prices further. Highest percentage of ideas for new products originates with/from which of the following sources? ► Top management ► Customers ► Competitors ► Employees Page 27 : Ideas for new products obtained from customers, R&D department, competitors, focus groups, employees, or trade shows

Which of the following are the people who purchase new products almost as soon as the products reach the market? ► Innovators ► Late majority ► Early majority ► Late adopters Page 33 Early adopters, they are very quick in their response. These people are venture some and willing to try new ideas. In fact they are innovators in life and early adopters. Which of the following is NOT one of the stages that customers go through in the process of adopting a new product? ► Desire ► Awareness ► Evaluation ► Interest Page 32

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The New-product marketers should facilitate consumer movement through these stages • AWARENESS: • INTEREST: • EVALUATION • TRIAL • ADOPTION Which product is MOST likely to be purchased through routine decision making? ► Television set ► Soft drink ► Shirt ► Car Which of the following has a quick response towards a new product? ► Opinion leaders ► Late majority ► Early majority ► Early adopters Page 33 Early adopters, they are very quick in their response. These people are venture some and willing to try new ideas. In fact they are innovators in life and early adopters. Which of the following brands is created specifically to counter a competitive threat? ► Premium brand ► Economy brand ► Fighting brand ► Corporate brand Page 36 A fighting brand is a brand created specifically to counter a competitive threat. Using one brand name for several related products is known as which of the following? ► Family branding ► Group branding ► Combination branding ► Premium branding Page 36 When one brand name is used for several related products, this is referred to as Family branding. Packaging used for the ice creams is an example of which of the following? ► Decorative packaging ► Transport packaging ► Secondary packaging ► Primary packaging Primary packaging is the material the first envelops the product and holds it. First-level productpackaging such as the bottle, can, jar, tube, etc., that contains the item sold. It is the last packaging thrown by the consumer.

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@ Secondary packaging is outside the primary packaging – perhaps used to group primary packages together. Tertiary packaging is used for bulk shipping. According to “Research supporting odd pricing theory” which of the following number out of all the numbers between 1 and 100 is thought to have least perceived value as compared to its actual value? ► 90 ► 77 ► 55 ► 25 Page 40 In a study, the perceived value of all the numbers between 1 and 100 were studied, and 77 was shown to have the lowest perceived value relative to its actual value. To pay premium price for the product customers require: ► Allowance ► Flawless performance ► Discounts ► High promotion page 39 Premium Pricing (also called prestige pricing) is the strategy of pricing at, or near, the high end of the possible price range. They require flawless performance in this application - The cost of product malfunction is too high to buy anything but the best - example: heart pacemaker Mr. A, marketer of XYZ Co. is selling his ice-cream in the market at Rs.20, 20% more than his competitors’ price. Still his sales are increasing. Now his aim is to maintain same pricing. He enjoys which type of leadership? ► Promotion leadership ► Price leadership ► Cost leadership ► Product leadership Price leadership A situation in which a company sets a price for a product and this company's market share and/or brand loyalty is so strong that other companies are compelled to match or beat the price. The company that first changes the price is said to show price leadership. Which of the following price is quoted to a potential buyer, usually in written form? ► Wholesale price ► Market price ► List price ► Retail price The list price (which is quoted to a potential buyer, usually in written form). Ref: http://en.wikipedia.org/wiki/Discounts_and_allowances

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A seller wants payment from buyer within 10 days of sales (whereas customer can made payment within 30 days) and offers 4% discount if payment is made within 10 days. What type of cash discount will be suitable? ► 4/10 net 30 ► 10/4 net 30 ► 10/30 net 4 ► 4/30 net 10 Page 43 •2/10 net 30 - this means the buyer must pay within 30 days, but will receive a 2% discount if they pay within 10 days. Market-penetration pricing will likely to be used most in selling which of the following items? ► Specialty ► Convenience ► Unsought ► Pharmaceuticals Market-penetration pricing Pricing method of new product introduction to market that consists of pricing low and promoting heavily in order to gain a large market share and associated economies of scale as quickly as possible and before competition builds. Convenience Goods: purchased frequently and with minimal effort, often referred to as FMCG (Fast Moving Consumer Goods) Many companies try to set a price that will maximize current profit. This strategy assumes that company has knowledge of its: ► Cost and production function ► Revenue and cost function ► Demand and market function ► Demand and cost function REF: http://www.netmba.com/marketing/pricing/ Identify the other name for global market. ► Consumer market ► Import market ► Export market ► Government market PAGE 2 GLOBAL MARKETS This is when we talk beyond frontiers; marketers are faced with tougher decisions for global markets. Export of product is in itself a major undertaking. Which country to enter? How to enter? How to Price? How to communicate? are just a few important and underlying decisions. Which one of the following 4Ps of marketing mix involves in decisions regarding list prices, discounts, allowances and payment periods or credit terms? ► Product ► Price

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► Place ► Promotion

PAGE 3 Right Price a. List Price b. Discounts and conditions of discounts c. Allowances d. Payment Period Customer cost will be considered as which of the following Ps of marketing mix? ► Product ► Price ► Place ► Promotion Pricing is basically setting a specific price for a product or service offered. In a simplistic way, Kotler and Armstrong (2004) refer to the concept of price as the amount of money that customers have to pay to obtain the product. Which of the following is about managing strategically the customer’s entire experience with the product and company? ► Customer experience management ► Customer retention management ► Customer life-time value management ► Customer relationship management Customer experience management is "the process of strategically managing a customer's entire experience with a product or a company". Relationship marketing focuses on establishing and building a long term relationship between a company and a customer. There are several approaches that have been espoused including customer experience management, customer relationship management, loyalty programs, and database marketing. ref : http://www.findwhitepapers.com/knowledge-management/customer-experience- management/ Customer’s viewpoint on a firm’s products and services can be improved through: ► Experiential world of customers ► Experiential innovation ► Customer interface ► Building experiential platform Page 5: Continue experiential innovation • Anything that can improve customer’s own viewpoint on your products and services. Which of the following firms emphasizes on product’s benefits to the customers rather product attributes? ► Product oriented ► Market oriented ► Sales oriented ► Production oriented

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Market Orientation: Business approach or philosophy that focuses on identifying and meeting the stated or hidden needs or wants of the customers, through its own or acquired products. Which of the following is NOT a technique of measuring customer satisfaction and monitoring customer’s complaint? ► Customer complaints database ► Web and telephone information hotlines ► Exit interviews ► Business analysis Page 27 because Business Analysis involves o estimate likely selling price o estimate sales volume o estimate profitability and breakeven point The phenomenon, when a customer dislikes a product and talks against the product, is termed as: ► Propaganda ► Unfavorable environment ► Bad mouth ► Bad impression Page 8 The customer still may not fully like the product and have what we calls ‘bad- mouth’. Bad mouth is when a customer talks not in favors of the product. Bad mouth travels fast. Products that are usually purchased due to adversity and high promotional back up rather than desire are called: ► Sought goods ► Unique goods ► Unsought goods ► Preferred goods Page 8: This concept emphasizes on aggressive selling and high promotional back up. Selling, concept is practical on what we call as ‘unsought goods’ A customer requirement about any product in which he/ she needs to avail core features in that product, is called: ► Real need ► Stated need ► Unstated need ► Delighted need Page # 10 A customer says. ‘I want an inexpensive car’ what is he saying? He wants a car that is not expensive. So he needs a car but not expensive compared to his income. Needs are .Stated need (an inexpensive Car) ,Real need (wants a car which is lower in maintenance), Unstated need (he wants a strong car) Which of the following products requires mass promotion by a producer? ► Convenience ► Shopping ► Specialty

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► Unsought Unsought Products – These are products whose purchase is unplanned by the consumer but occur as a result of marketer’s actions. Such purchase decisions are made when the customer is exposed to promotional activity, such as a salesperson’s persuasion or purchase incentives like special discounts offered to certain online shoppers. Which of the following is NOT an aggressiveness strategy? ► Harvesting ► Building ► Intensification ► Holding Page # 18 Aggressiveness Strategies - This asks whether a firm should grow or not, and if so, how fast. One scheme divides strategies into: · Building · holding · harvesting Which of the following is NOT a type of innovation strategy? ► Pioneers ► Challengers ► Close followers ► Late followers Innovation Strategies- This deals with the firm rate of new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types: o pioneers o close followers o late followers Suppose Nestle wants to expand its line of food products. The managers conduct surveys from customers to determine which food items would appeal to customers. Nestle is currently in which of the following phase of new product development? ► Idea generation ► Idea screening ► Test marketing ► Business analysis Test marketing is a technique used during product development to determine how people respond to a product. It can be used at many different phases of development to see whether or not the public will buy the product, how the product may need to be adjusted to make it appealing to the public, and how members of the public interact with the product.

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FINALTERM EXAMINATION Fall 2008 MKT501- Marketing Management (Session - 1)

Question No: 1 ( Marks: 1 ) - Please choose one Which of the following markets involve buying and selling of goods for their utility and enabling them to make or re-sell a product to others? Consumer markets Business markets Global markets Government markets

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Question No: 2 ( Marks: 1 ) - Please choose one A lot of time is required in establishing great brand image to be successful in: Global Product marketing Consumer Product marketing Governmental marketing Domestic product marketing Ref. Page No.3 : Great time is spent in establishing superior brand image to be successful in consumer product marketing. It requires clear understanding of target consumers, the product, which meets their needs, communicating brand positioning more forcefully and creatively etc. Question No: 3 ( Marks: 1 ) - Please choose one In which section of the marketing plan would you find detailed information about the marketing environment, market trends, customers and competitors? Situation analysis Product/market background Marketing strategies Market analysis Question No: 4 ( Marks: 1 ) - Please choose one Which of the following has the largest market share in the relevant product market? Market leader Market challenger Market nicher Market follower Question No: 5 ( Marks: 1 ) - Please choose one Which of the following attacks the vulnerable part of a competitor? Market leader Market challenger Market nicher

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Market follower

Question No: 6 ( Marks: 1 ) - Please choose one Which of the following is EXCLUDED from business analysis? Profit analysis Management analysis Cost analysis Sales forecast Question No: 7 ( Marks: 1 ) - Please choose one ABC Company is engaged in new product development process. After idea generation, screening, concept development and going through the business analysis. Identify the next step of the company. Home-placement testing Consumer testing Beta testing Alpha testing Question No: 8 ( Marks: 1 ) - Please choose one Which of the following step involves determining the Compatibility of product idea with company objectives, needs, and resources on a general level?

Business analysis Idea generation Idea screening Product development Question No: 9 ( Marks: 1 ) - Please choose one Which of the following is NOT undertaken by all the companies in the process of new product development? Market testing Commercialization Idea screening Idea generation Question No: 10 ( Marks: 1 ) - Please choose one Which of the following marketing mix element generates revenue? Promotion Price Place Product

Question No: 11 ( Marks: 1 ) - Please choose one Which of the following is an indicator of high quality of the product? Psychological price Penetration price Premium price Low price

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Ref..Page No.40: Customer believe the high price is an indication of good quality Question No: 12 ( Marks: 1 ) - Please choose one The price of which of the following is lower than the cost and is used to drag customers into a store where they are likely to buy other products. Consumer promotion Discounted product On-sale item Loss leader Ref.Page No.46: In marketing, a loss leader is an item that is sold below cost in an effort to stimulate other profitable sales. It is a kind of sales promotion. Question No: 13 ( Marks: 1 ) - Please choose one In price shading which of the following has right to vary the price by certain amount? Seller Buyer Manufacturer Competitor Ref. Page No.48: Price Shading (in which sales people are given the authority to vary the price by a certain amount or percentage). Question No: 14 ( Marks: 1 ) - Please choose one What will be the average cost per unit if a firm produces 500 units at cost of Rs.100, 000? 200 150 100 50 Question No: 15 ( Marks: 1 ) - Please choose one Charging more for a soft drink in a vending machine than in a supermarket , to which concept this example relates? Price discrimination Penetration pricing Price differentiation Cost-oriented pricing Question No: 16 ( Marks: 1 ) - Please choose one Which of the following has a potential of becoming a star in the future? Cash cow Question mark Star child Dog Ref. Page No.56: A "question mark" has the potential to become a "star" in the future if it is developed. Question No: 17 ( Marks: 1 ) - Please choose one Establishment of mind share depends on which factor?

Market analysis

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Market structure Market segment Market growth Ref. Page No.66: Mind share can be established to a greater or lesser degree depending on market segment. Question No: 18 ( Marks: 1 ) - Please choose one Identify the other name of mass media. Multimedia Corporate media Electronic media Cross media Ref.Page No.76: Sometimes mass media (and the news media in particular) are referred to as the "corporate media. Question No: 19 ( Marks: 1 ) - Please choose one What are the factors changing mass media and its relationship to society? Centralization of economy Decentralization of communication Centralization of communication Slow growth of organizations Ref. Page No.69: decentralized communication is often deemed likely to change mass media and its relationship to society. "Cross-media" means the idea of distributing the same message through different media channels. Question No: 20 ( Marks: 1 ) - Please choose one A company manufactures shoes. The company incurred costs i.e. Rs.500, 000 for rent of the factory, Rs.20000 for transportation cost, Rs. 100, 000 for electricity bill and Rs. 600, 000 for raw material consumed. The fix cost for the company is: 500,000 600,000 700,000 720,000

Question No: 21 ( Marks: 1 ) - Please choose one A shopkeeper is offering 10% discount for old age citizens. The shopkeeper is using which of the following: Forth degree discrimination Third degree discrimination Second degree discrimination First degree discrimination Ref: In third degree price discrimination, price varies by location or by customer segment. Question No: 22 ( Marks: 1 ) - Please choose one An effective short-hand summary of the situation analysis is a: Competition analysis SBU analysis SWOT analysis BCG analysis

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Question No: 23 ( Marks: 1 ) - Please choose one Which of the following is NOT a medium used for advertising? Publicity Print media Television Radio Question No: 24 ( Marks: 1 ) - Please choose one Which of the following is NOT the form of complex sales? Real estate development Large fleet vehicle sales Mining equipment sales Commercial goods sales

Several types of sales exist including direct, consultative, and complex sales. Complex sales varies from other types in that the customer plays a more pro-active role, often requiring proposal response to their Request for Proposal (RFP).

Question No: 25 ( Marks: 1 ) - Please choose one Why companies use incentives for salespeople? To increase sales To increase competitors To increase suppliers To increase market share Question No: 26 ( Marks: 1 ) - Please choose one Which of the following is an advantage of sales force management system for marketing manager? Identifying the best customers Identifying segments within market Identifying target market All of the given options Question No: 27 ( Marks: 1 ) - Please choose one Which of the following is a ready made business, transferred from one place to other? Whole selling Retailing Franchising Direct selling Question No: 28 ( Marks: 1 ) - Please choose one Which of the following is a type of vertical marketing system? Franchise Direct selling Mail order Retailing

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A vertical marketing system (VMS) is one in which the main members of a distribution channel—producer, wholesaler, and retailer—work together as a unified group in order to meet consumer needs. In conventional marketing systems, producers, wholesalers, and retailers are separate businesses that are all trying to maximize their profits. When the effort of one channel member to maximize profits comes at the expense of other members, conflicts can arise that reduce profits for the entire channel. To address this problem, more and more companies are forming vertical marketing systems. Question No: 29 ( Marks: 1 ) - Please choose one Which of the following is an example of agency based sales? Web selling B2 B selling Advertising Real estate Question No: 30 ( Marks: 1 ) - Please choose one Which of the following is NOT one of the tools of public relations? Personal selling Written materials Special events Speeches

Question No: 31 ( Marks: 1 ) - Please choose one Which of the following is NOT the function of wholesaler? Risk bearing Financing Bulk breaking Production Question No: 32 ( Marks: 1 ) - Please choose one What is the input of consumer behavior? Response Stimuli Actions Reactions Question No: 33 ( Marks: 1 ) - Please choose one The physical aspects of the product are stimuli that the consumer receives from his or her environment. These are classified as ______aspects. Significative Symbolic Social Perceptual Question No: 34 ( Marks: 1 ) - Please choose one Which of the following is the research technique, in which data is obtained from a relatively small group of respondents and not analyzed with statistical techniques? Qualitative research Experimental research Observational research

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Quantitative research Question No: 35 ( Marks: 1 ) - Please choose one Which of the following is defined as the process of converting concepts into specific observable behaviors that a researcher can measure? Operationalization Conceptualization Generalization Formalization Ref.Page No.110: Operationalization is the process of converting concepts into specific observable behaviors that a researcher can measure. Precision refers to the exactness of any given measure. Question No: 36 ( Marks: 1 ) - Please choose one You are working on an assignment and you have to collect data about the forecasted population of your country. You have used a book from library for this purpose, the population information you found would be considered as which of the following type of data? Primary Secondary Imploratory Exploratory Question No: 37 ( Marks: 1 ) - Please choose one When Saleem buys car using a channel with only one intermediary, that intermediary is classified as a: Functional middleman Broker Wholesaler Retailer Question No: 38 ( Marks: 1 ) - Please choose one Identify the marketing channel for selling High Tec products. Wholesaler Retailer Mail order Selling direct Question No: 39 ( Marks: 1 ) - Please choose one In consumer behavior, we study: How people buy? What people buy? When people buy? All of the given options

Question No: 40 ( Marks: 1 ) - Please choose one Which of the following is NOT a projective technique? First-person technique Role playing Story completion

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Sentence completion Its rather third person technique.

Question No: 41 ( Marks: 5 ) What are

different styles of selling? Give examples. Question No: 42 ( Marks: 5 )

What is the importance of distribution channels and how channel members add value to a channel? Question No: 43 ( Marks: 10 ) BCG is a strategic planning tool. How BCG matrix is beneficial for companies?

Question No: 44 ( Marks: 10 ) What are the critical issues of supply chain management?

Question No: 45 ( Marks: 10 ) As a marketing manager of a company you are assigned a task to close a deal with other company which requires negotiation.You have taken necessary steps that are required before negotiation now what necessary steps you would take to complete negotiate with that company?

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Mkt501 Fall MidTerm 2007

1-The ‘Call Centers’ are the best in ______. Right Product Right Price Right Place Right Promotion 2- A philosophy approach in which, consumers will prefer products that are widely available and are inexpensive is called: Product concept Production concept Marketing concept Societal concept 3- The skimming, penetration, bargaining and bundling are decided in the ______of the Marketing Mix strategy. Price Decisions Place Decisions Product Decisions Promotion Decisions 4-In the current situation of marketing plan, where we must analyze about area size, segmentation, industry structure, strategic groupings and competition are covered under the: Market analysis Consumer analysis Macro environment analysis Internal environment analysis 5-The entire product class that can satisfy a core need with reasonable effectiveness in the product hierarchy, is known as: Brand Product class Product family Product variant 6-Which one of the following factors is not a cause of delay in new product development process? Capital shortage Fragmented market Lack of sales force Faster development time 7- Advertisement, publicity, distribution, delivery modes, networking of systems and all o ther ingredients of marketing are decided under: How to launch the product When to launch the product

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Where to launch the product Why to launch the product 8-_____ can bring large benefits to consumers and profits to producers. Self-service Brand image Consumer affluence Innovative packaging 9-Under the brand equity measurement, when most of the customers would not resist to buy some of the specific brands, is knownas: Brand loyalty Brand acceptability Brand acceptability Brand leveraging 10- A marketing oriented firm typically showes the limited product lines. True False 11-in the marketing environment, trends must be watched and mechanism should be built to have information well in advance. True False 12-The market segmentation strategy is also called a focus strategy or niche strategy. True False 13- We incorporate the most preferred features into a new product or advertisement during the conjoint analysis process True False

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