FINALTERM EXAMINATION
Spring 2009
MKT501- Marketing Management

Marks: 80

Question No: 1 ( Marks: 1 ) - Please choose one
The basic human requirement defines which of the following?

  • Need
  • Demand
  • Want
  • Satisfaction


Question No: 2 ( Marks: 1 ) - Please choose one
Willingness and ability to buy the product leads towards which of the following?

  • Demand
  • Need
  • Want
  • Market


Question No: 3 ( Marks: 1 ) - Please choose one
Which of the following must be developed at each product level for achieving
the goals?

  • Corporate plan
  • Selling plan
  • Marketing plan
  • Business plan


Question No: 4 ( Marks: 1 ) - Please choose one
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


Question No: 5 ( Marks: 1 ) - Please choose one
Which of the following strategy emphasize on brand image?

  • Cost leadership strategy
  • Market dominance strategy
  • Differentiation strategy
  • Market segmentation strategy


Question No: 6 ( 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: 7 ( 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: 8 ( 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: 9 ( Marks: 1 ) - Please choose one
Tarang milk is an example of which of the following?

  • Corporate brand
  • Co-brand
  • Individual brand
  • Family brand


Question No: 10 ( Marks: 1 ) - Please choose one
Which of the following is considered as dead end of distribution?

  • Promotion
  • Warehousing
  • Wholesaling
  • Retailing


Question No: 11 ( Marks: 1 ) - Please choose one
Which of the following method is mostly used in the retailing?

  • Courier service
  • Online shops
  • Self-service
  • Counter-service


Question No: 12 ( Marks: 1 ) - Please choose one
A book shop has arranged a book fair and offered 20% discount on all types of
books. What will be the purpose of offering the discount?

  • Reward the customers
  • Move- out- of- date stock
  • Encourage the salespeople
  • To increase short term sales


Question No: 13 ( Marks: 1 ) - Please choose one
Which of the following is the type of pricing used for highly differentiated and
high value items?

  • Fixed pricing
  • Variable pricing
  • Value-based pricing
  • Joint product pricing


Question No: 14 ( 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: 15 ( 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: 16 ( Marks: 1 ) - Please choose one
While making slogan, with whom the marketing managers should coordinate?

  • Commercial agencies
  • Promotion agencies
  • Sponsorship agencies
  • Advertising agencies


Question No: 17 ( Marks: 1 ) - Please choose one
A company is charging different prices to the customers based on the location. It
is known as:

  • Forth degree discrimination
  • Third degree discrimination
  • Second degree discrimination
  • First degree discrimination


Question No: 18 ( 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: 19 ( 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


Question No: 20 ( Marks: 1 ) - Please choose one
One dimension of G.E. Multi Factoral Analysis comprises of:

  • Ten industry attractiveness measures
  • Six industry attractiveness measures
  • Eight industry attractiveness measures
  • Nine industry attractiveness measures


Question No: 21 ( Marks: 1 ) - Please choose one
All of the following are the advantages of IMC EXCEPT:

  • Company will have a success factor
  • Money will be spent less
  • Results will be achieved easily
  • Lack of consistency in the message of company


Question No: 22 ( Marks: 1 ) - Please choose one
Which of the following ensures that all forms of communications and messages
are carefully linked together?

  • Direct marketing communication
  • Simple marketing communication
  • Marketing communication
  • Integrated marketing communication


Question No: 23 ( Marks: 1 ) - Please choose one
Which of the following is NOT an advantage of advertising?

  • Strong potential impact
  • A large number of alternative media are available
  • Message is temporary
  • A large audience is attracted


Question No: 24 ( Marks: 1 ) - Please choose one
At which stage one should gather facts about the party, estimate the needs of
other party, and learn about the negotiation style of other party?

  • After agreement
  • Before negotiation
  • During negotiation
  • After negotiation


Question No: 25 ( 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: 26 ( Marks: 1 ) - Please choose one
Which of the following is NOT the base of contractual relationship?

  • Time
  • Quantity
  • Law
  • Space


Question No: 27 ( 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: 28 ( Marks: 1 ) - Please choose one
Which of the following is NOT an entity of supply chain management?

  • Consumer
  • Distributor
  • Manufacturer
  • Competitor


Question No: 29 ( Marks: 1 ) - Please choose one
What does GSCF stand for?

  • Global Supply Chain Forum
  • Global Supply Chain Federation
  • Global Supply Chain Finance
  • Greater Salina Community Foundation


Question No: 30 ( 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: 31 ( 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: 32 ( Marks: 1 ) - Please choose one
Which of the following statements is TRUE?

  • A company s channel decisions are made independently from other
  • marketing mix decisions
  • A company s channel decisions are not as important as their promotion
  • decisions
  • A company s channel decisions are not as important as their pricing
  • decisions
  • A company s channel decisions directly affect every other marketing
  • decision


Question No: 33 ( 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: 34 ( Marks: 1 ) - Please choose one
In how many ways the consumer buying behavior can be analyzed?

  • Five
  • Four
  • Three
  • Two


Question No: 35 ( Marks: 1 ) - Please choose one
Emotion-based relationships are examples of which level?

[LIST][*]Belonging & love[*]Self-actualization[*]Physiological[*]Self-esteem
[LIST]

Question No: 36 ( 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: 37 ( 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


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Question No: 38 ( Marks: 1 ) - Please choose one
Companies distinguish between external and internal customer to establish
which of the following?

  • Selling price
  • Market price
  • Cost price
  • Transfer price


Question No: 39 ( Marks: 1 ) - Please choose one
An advantage of a vertical marketing system (VMS) is that it acts as a:

  • Customer-driven system
  • Modern system
  • More efficient system
  • Unified system


Question No: 40 ( Marks: 1 ) - Please choose one
Which of the following types of qualitative research lasts for 1 to 2 hours?

  • Projective techniques
  • Depth interviews
  • Focus group
  • Laddering


Question No: 41 ( Marks: 5 )
Define contribution margin analysis and how is it important in deciding
whether to add or remove a product in portfolio?

Question No: 42 ( Marks: 5 )
What are the important questions, regarding customer segment, a marketer
should consider while selecting a distribution channel for the segment?

Question No: 43 ( 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 ne
cessary steps you
would take to complete negotiate with that company?

Question No: 44 ( Marks: 10 )
What is the most generally used model for buyer decision making? Discuss its
different stages.

Question No: 45 ( Marks: 10 )
Explain the five levels stated by Maslow s hierarchy of needs by giving
suitable examples.