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Time (2 hrs)
1Mark * 75 = 50 Marks
6. Free gifts provided with a product are a part of which element of marketing mix?
(a) Product
(b) Price
(c) Place
(d) Promotion
7. If a company sells its product only in the Indian sub-continent, it is involved in
___________ marketing.
(a) Domestic
(b) Multinational
(c) Multi-regional
(d) Global
8. In which of the following approaches, does the sales executive identify the need of the
product by the customer and confirm it?
(a) Problem solving selling
(b) Stimulus response selling
(c) Need satisfaction selling
(d) None of the above
9. Which of the following is a customer-oriented approach to pricing?
(a) Mark-up pricing
(b) Break even pricing
(c) Sealed bid pricing
(d) Value-based pricing
10. ____________ retailers dominate one area of merchandise.
(a) Category killers
(b) Department stores
(c) Discount stores
(d) Kirana stores
11. Directing a company's efforts towards serving one or more groups of customers sharing
common needs or characteristics is defined as:"
(a) Market segmentation
(b) Market positioning
(c) Target marketing
(d) Need based marketing
12. Which of the following is the beginning of the market segmentation process?
(a) Evaluating market segments
(b) Forming market segments
(c) Profile segments
(d) Selecting target markets
13. Which of these is a feature of an imperfect market?
(a) Large number of buyers
(b) Identical products
(c) Few sellers
(d) Freedom of entry and exit
19. Establishing channel objectives is the ___________ step of channel design decision.
(a) First
(b) Second
(c) Third
(d) Last
20. __________________identifies weak areas in executing marketing activities and
suggests measures to improve performance in those areas.
(a) Sales analysis
(b) Marketing cost analysis
(c) Marketing audit
(d) Quality Function Deployment
21. On seeing an advertisement, you say that, 'I saw that brand in the shopping center today'.
It is referred to as ____________________.
a. Brand equity
b. Brand awareness
c. Brand loyalty
d. Brand association
22. A __________________ refers to a written document that specifies the required
necessary actions to attain one or more marketing objectives.
(a) Marketing planning
(b) Marketing plan
(c) Marketing strategy
(d) Marketing mix
31. Which of the following is the set of brand assets and liabilities linked to a brand?
(a) Brand marks
(b) Brand equity
(c) Brand image
(d) Brand identity
32. Intermediaries play an important role in matching ________.
(a) Information and promotion
(b) Supply and demand
(c) Product to region
(d) Manufacturer to product Employees
33. Which of these is the main element of the marketing mix?
(a) Product
(b) Price
(c) Place
(d) Promotion
34. Which of the following are price reductions to buyers who pay their bills promptly?
(a) Quantity discounts
(b) Seasonal discounts
(c) Promotional allowances
(d) Cash discounts
47. Preparation of MIS does not happen in one or two days; it usually takes long. It shows
that MIS is
a ____________process.
a. Management oriented
b. Management directed
c. Strategic
d. Tactical
48. Which of these pricing methods is widely used by service companies?
a. Optional features pricing
b. Captive-product
c. Two-part pricing
d. By-product pricing
49. Which brand has been positioned as, 'More car per car'- stressing fuel economy?
a. Hyundai i10
b. Maruti Suzuki Ritz
c. Tata Nano
d. Tata Indica
50. " You regularly purchase cleaning supplies for your custodial staff. This purchase is a
________."
a. Straight re-buy
b. Modified re-buy
c. New task
d. Modified straight re-buy
Section-B
53. "The element of the compensation mix for salespeople that refers to commissions or
bonuses is the_____________ and the element of the compensation mix that repays
salespeople for undertaking job-related selling efforts is the_______________.
a. Fixed amount, variable amount
b. Variable amount, expense allowance
c. Expense allowance, fixed amount
d. Expense allowance, variable amount
54. Assertion (A)- Publicity may lead to the creation or reinforcement of a favorable
impression about the company and its products
Reason (R)- Publicity is sometimes planned.
a. A is true, R is true
b. A is true, R is false
c. A is false, R is false
d. A is false, R is false
55. Decision making in organisational contexts is often considered to be more ______ and
______ than in consumer decision making.
a. Rational, structured
b. Irrational, emotional
c. Confused, haphazard
d. Unstructured, emotional
56. Assertion (A)- Package of the product promotes the corporate image.
Reason (R)- Companies use the same package design for different product lines to
maintain consistency.
a. A is true, R is true
b. A is true, R is false
c. A is false, R is true
d. A is false, R is false
58. Which of the following employees are likely to have maximum interaction with the
customers?
a. Marketing manager and accounts receivable manager of XYZ Manufacturing Company
b. Manager and bellboy of a hotel
c. Bank cashier and accounts manager
d. Back office executive and systems operator of a mobile network company
59. Many producers who use captive-product pricing set the price of the main product
________ and set ________ on the supplies necessary to use the product.
a. high; high mark-ups
b. low; low mark-ups
c. low; high mark-ups
d. high; low mark-ups
61. Assertion (A)- Macro environment is very unpredictable and highly uncertain.
Reason (R)- Variables in the macro environment are static.
a. A is true, R is true
b. A is true, R is false
c. A is false, R is true
d. A is false, R is false
63. Assertion (A)- Marketers should develop a unified set of objectives, programs and
strategies for each separate function of marketing.
Reason (R)- It will be easier to assess for the target purpose and the broad objectives.
a. A is true, R is true
b. A is true, R is false
c. A is false, R is true
d. A is false, R is false
64. Assertion (A)- Retailing and marketing are quite similar to each other.
Reason (R)- Retailing refers to only those activities, which are related to marketing goods
and/or services to final consumers for personal, family or household use.
a. A is true, R is true
b. A is true, R is false
c. A is false, R is true
d. A is false, R is false
66. Assertion (A)- Of the various means of promotion, advertising is least susceptible to
such sociological differences.
Reason (R)- International promotion will have to take into account the social customs,
attitudes, beliefs and other similar factors.
a. A is true, R is true
b. A is true, R is false
c. A is false, R is true
d. A is false, R is false
67. Behavioural segmentation can be used to divide a market into groups based upon
consumer knowledge, attitudes about products. Behavioural segmentation can be
further defined by which of the following?"
1 User status
2 Loyalty
3 Usage rate
4 Benefits sought
a. 1, 2 and 3
b. 1, 3 and 4
c. 1, 2 and 4
d. 1, 2, 3 and 4
68. Logistics begins from sources of ________________ and ends at the point of
_______________.
a. Demand, consumption
b. Supply, consumption
c. Demand, supply
d. Consumption, supply
69. Ravi is a complete extrovert. He likes mixing up with people. He likes to read
newspapers and general knowledge books to keep abreast of the surroundings.
(a) Social needs
(b) Physical and social needs
(c) Social and individual needs
(d) Physical and individual needs
74. ________ are the sum of the ________ and ________ for any given level of production.
a. Total costs; fixed; variable costs
b. Fixed costs; total, variable costs
c. Break even costs; variable; total costs
d. Variable costs; fixed; total costs
Section-C
Answer the following questions. ((Students need to answer all questions of this section)
( 10 marks)
(10 marks)
Read the following case study thoroughly and answer the following questions:
Discussion Questions:
Refer unit 12
3. Do you think the promotion by Pizza Hut is successful? Give your reasons.
(10 Marks)
4. Suggest one alternative promotion to Pizza Hut. Why do you think this would be
successful?
(10 Marks)
pattern of certain sub-cultures. Today it has spread in several cities and it also has a 100 per
cent vegetarian restaurant in Ahmedabad.