Test Paper 1 – Marketing

1. Which one is false statement about marketing?

a. Marketing involves identifying and meeting human and social needs

b. It is an organizational function
c. Marketing is a societal process
d. Marketing is a wealth creation process

2. Which comes first

a. Segmentation
b. Target market selection
c. Positioning
d. Advertising

3. Holistic marketing framework does not involve:

a. Value Analysis
b. Value exploration
c. Value Creation
d. Value Delivery

4. Which of the following is a “probability sample”?

a. Simple random sample
b. Convenience sample
c. Judgement sample
d. Quota sample

5. Satisfaction of the customer is not dependent on

a. Expectations of the customer
b. Price paid by the customer
c. Cost of the manufacturer
d. Moods of the consumer

6. Business buying involves

a. Users
b. Influencers
c. Decision maker
d. All of the above

7. Customerization
a. Involves mass customization
b. Involves customized marketing
 c. Both the above
d. None of the above

8. The criteria of useful segments are:

a. Measurable, Substantial, Accessible, Actionable, Profitable
b. Substantial, Accessible, Differentiable, Profitable
c. Accessible, Differentiable, Actionable, Profitable
d. Measurable, Substantial, Accessible, Differentiable, Actionable

9. Which is not a strategy of market leader?

a. Market Expansion
b. Market Nicher
c. Market Expansion
d. Market Share

10. Stages in Brand development are in the following sequence:

a. Salience, , Imagery, Resonance Performance
b. Imagery , Salience, Performance, Resonance
c. Salience, Performance, Imagery, Resonance
d. Identity, Meaning, Response, Relationship

11. Product modification is useful in the

a. Introduction stage of PLC
b. Growth stage of PLC
c. Maturity stage of PLC
d. Decline stage of PLC

12. What is product mix pricing:

a. When the company tries to optimize the price of every product in the total mix
b. When the company tries to maximize the profits from the total mix of products
c. When the company tries to maximize the individual product price
d. None of the above

13. The following could be the pricing objectives:

a. Survival
b. Maximize profits
c. Maximize Market Share
d. All of the above three

14. Loss leader pricing:

a. Increases sales temporarily
b. Pre-pones future sales
 c. Can damage brand image
d. All of (a), (b), (c)

15. Which of the statement is incorrect in context of distribution intensity

a. Selectivity creates reward power, which in turn creates influence
b. The more restricted the target market, the more selective the distribution
c. Intensive distribution is called for to support high-quality positioning.
d. For specialty goods, it is less important to have many outlets than it is to have the right
outlets.

16. Channel members power is its ability to _________ the decision variables in the marketing
strategy of another member in a given channel at __________ level of distribution.
a. Control, same
b. Control, different
c. Monitor, same
d. Monitor, different

17. The main methods of closing supply gaps which inhibit channel performance, do not include:
a. Changing roles of current channel members
b. Investing in new distribution technologies to reduce cost.
c. Bringing new distribution function specialists to improve functioning of the channel.
d. Renegotiating the margin of the intermediaries.

18. Channel members do not have a great influence on brand equity when
a. Sales force is required to explain a brand
b. When brand strategy demands it to be stocked, displayed and presented in a particular
manner
c. Product is only use and throw in nature
d. Product requires good sales and customer support function.

19. Which of them is not a reasons for holding inventory:

a. To take care of the uncertainty and sudden surges in demand
b. Economies of scale in manufacturing
c. Ensuring quality
d. Consumer choice

20. Third party logistics provider

a. Are also called contract logistics providers
b. Bundle fulfillment and transportation
c. Are outsourced service providers giving tremendous cost advantage
d. All of the above

21. Which advertising strategy is the least controllable for the marketer
a. Product feature centric advertising
b. Services Centric advertising
c. Using a brand ambassador in advertising
d. Corporate brand centric advertising
22. Mobile marketing has the following advantages:
a. It can be customized to customer profile
b. It can be customized to customer location
c. It can adjust to consumer’s moods
d. (a) and (b)

23. Innovation requires:

a. New idea
b. New technology
c. New idea and new technology
d. New idea and market acceptance

24. Which are the stages in the adoption process of a consumer

a. Awareness and Interest
b. Evaluation and Trial
c. Trial and Repurchase
d. All of the above

25. In joint venture, the investor shares

a. Ownership
b. Control
c. Both of the above
d. None of the above