Mgt301 Collection of Old Papers

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FINALTERM EXAMINATION
Fall 2008
MGT301- Principles of Marketing (Session - 1)
Question No: 1 ( Marks: 1 ) - Please choose one
Which one of the following is termed as embargo?

► Budget reforms
► Heavy taxes
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► Strongest form of quota
► Heavy trade deficit
Which one of the following is designated as a runner-up firm that chooses not to rock the boat
(usually out of fear that it stands to lose more than it might gain)?
► Market leader
► Market challenger
► Market follower
► Market niche M
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g .C
Review of the sales, costs and profit projections for a new product to find out whether these
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factors satisfy the company’s objectives comes under which one of the following concepts?
.t n
► Business Analysis
► Product Development
► Test Marketing
► Commercialization
n a
Question No: 4 ( Marks: 1 )
an
- Please choose one
u j
concept of market _____________ arranges for a product to occupy a clear, distinctive, and
The
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desirable place relative to competition.
► Positioning
► Place
► Price W
► Product
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Question No: 5
W( Marks: 1 ) - Please choose one
Which one of the following authorities might use several tools like news, speeches and special
events for the marketing purpose?
► Advertising agencies
► Advertising specialists
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discussions and many more.
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► Public relation professionals
► Computer programmers
Lobbying or building and maintaining relations with legislators and government officials to
influence legislation and regulation are part of which one of the following options?
► Business ethics
► Press relations
► Press agencies
► Public relations

The
standards set for salespeople, stating the quantity they should sell and how sales should be
divided among the company’s products refers to which one of the following options?
► Sales goals
► Company quotas
► Sales quotas M
► Sales incentives
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g .C A
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growing trend for many companies is to use a group of people from sales, marketing,
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engineering, finance, technical support and even upper management to service large, complex
accounts. It refers to which one of the following approaches?
► Department selling
► Multiple selling
n a
► Team selling
► Simultaneous selling
an
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- Please choose one
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reduce time demands on their outside sales forces, many companies have increased the size of
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their inside sales forces, which include technical support people and sales assistants. Which one
of the following can also be another part of the sales force?
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► Order takers
► Order getters
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► Telemarketers
► Secretaries
When a firm sets out to analyze, plan, implement, and control sales force activities through sales
force management. What does it set and design?

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► Team selling efforts
► Promotional objectives
► Sales territories
► Sales force strategies

The
principles of personal selling described as which one of the following orientation?
► Service orientation
► Customer orientation
► Transaction orientation
► Relationship orientation
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Which of the following communication and promotion tools involve direct connections with
customers aimed toward building customer-unique value and lasting relationships?
► Personal selling and direct marketing
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► Public relation and publicity
► E-commerce and e-business
► Advertising and sales promotion g .C
i n
.t n
The
NOT specific roles of the sales representative?

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various stages of the personal selling process are illustrated below, which one of the following is
► Negotiating and closing the sale

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► Sales presentation
► Prospecting
u j
► Devising product strategy
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Question No: 14
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( Marks: 1 ) - Please choose one
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Fraudulent usage, inability to attract potentially brand-loyal customers and use by current
customers but not new customers are believed to be disadvantages of which of the following?
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► Money refunds
► Frequent-user incentives
► Coupons
► Premiums

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Expensive Coca-Cola television ads primarily are a type of which of the following advertising?
► Informative advertising
► Comparative advertising
► Persuasive advertising
► Reminder advertising

In
which of the following advertising a company directly or indirectly compares its brand with one
or more other brands?
► Informative advertising
► Institutional advertising
► Reminder advertising
► Comparative advertising
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Communication through a news story regarding an organization or its products that is transmitted
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through a mass medium at no charge, refers to which one of the following promotion mix?
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► Advertising
► Sales promotion
► Personal selling
n g
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.t n
- Please choose one
n a
Slow feedback, high costs and difficulty in measuring effects on sales are disadvantages of
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which one of the following promotion mix ingredient?
a
► Sales promotion
u j
► Advertising
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Question No: 19
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Which one of the following takes possession of truckloads of tomatoes, arranges for storage, and
transports them to auctions to be sold?
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► Selling agent
► Commission broker
► Commission merchant
► Selling broker
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Which one of the following is the primary purpose of a broker?
► Take title to a producer's goods

► Sell directly to the final consumer
► Sell directly to producers
► Bring buyers and sellers together
If a
retailer needed help with store design and training sales personnel, it would most likely use the
services of which of the following wholesalers?
► Full-service wholesaler
► Full-price wholesaler
► Rack jobber
► Cash-and-carry wholesaler

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Which one of the following statement refers to manual order processing?
► Integrates the order processing and production planning

► Is flexible in special situations g .C
► Is practical for a large volume of orders
i n
.t n
► Is the most widely used form of order processing

a
- Please choose one
n
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Which one of the following concept reflects the term “Order processing”?
a
► Is the same as order handling
u j
► Is characterized by electronic processing
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► Is the receipt and transmission of sales order information
► Is the second stage in a physical distribution system
Question No: 24 W
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Order processing, inventory management, materials handling, warehousing, and transportation
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fall under which of the following activities?
► Wholesaling
► Retailing
► Physical distribution
► Channel management

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The
success of each channel member depends on the performance of which of the following?
► Key channel members

► The entire supply chain
► The manufacturer
► The wholesaler
Nationally distributed consumer convenience products such as cigarettes are MOST likely
distributed through which of the following channels?
► Producer, agents, wholesalers, retailers, consumers

► Producer, wholesalers, consumers
► Producer, wholesalers, retailers, consumers
► Producer, industrial distributor, wholesalers, retailers, consumers
Question No: 27 ( Marks: 1 ) - Please choose one M

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g .C
ABC Company, the sportswear designer and manufacturer, decided to open its own specialty
shops to sell its merchandise, the firm was engaging in which of the following channels?
► Vertical channel integration

i n
.t n
► A conventional marketing channel
► Horizontal channel integration
► Channel expansion
n a
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- Please choose one
a
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Which one of the following statement about price changes is TRUE?
u
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► Large-market share brands are hurt more by price changes than smaller companies
► Temporary retail price reductions substantially decrease store traffic
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► Brand equity is unaffected by frequent price changes
► Price changes for high-quality brands affect private label brands and weaker brands
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disproportionately
Question No: 29
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Which one of the following pricing policy may result in losing money on the product?
► Psychological discounting
► Penetration pricing
► Special-event pricing

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► Price leader
Quantity discounts are a legal form of price discrimination. A quantity discount is a price
reduction to buyers who purchase _____.
► Large volumes
► Inferior merchandise
► Superior merchandise
► Frequently
Which one of the following pricing method is the simplest pricing method?
► Value-based
► Fixed cost
► Cost-based
► Skimming M
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g .C
When Kodak sets the general price range, low for its cameras and set high for its related film , it
is practicing which one of the following pricing?
i n
.t n
► Market-penetration pricing
► Market-skimming pricing
► Product line pricing
► Captive-product pricing
n a
an
- Please choose one
u j
Which of the following is NOT a major factor for making firms price decisions?
► Environmental factors . v
► Marketing objectives
► Past sales W
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► Marketing mix strategy
Question No: 34
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Which one of the following statement reflects the market share pricing objective?
► Is not recommended when sales for the total industry are declining
► Is not especially useful when sales for the total industry are increasing
► Is not especially useful when sales for the total industry are flat

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► Can be used effectively whether total industry sales are rising or falling

The
consumer decides to make use of the product on a regular basis. Which one of the following
concepts BEST describe it?
► Awareness
► Interest
► Trial
► Adoption
Which of the following are industrial products that aid in the buyer’s production or operations,
including installations and accessory equipment?
► Materials
► Specialty items
► Capital items
► Supplies M
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g .C
What is the stage of the buyer decision process in which the consumer uses information to
evaluate brands in the choice set?
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► The alternative evaluation stage
.t n
► The situational stage
► The experimental stage
n a
► The informative stage
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- Please choose one
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Which one of the following factor influences the consumer buying decision process?
► Person-specific
► Social W
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► Demographic
► Situational
Question No: 39W ( Marks: 1 ) - Please choose one
Marketing researchers usually draw conclusions about large groups of consumers by studying
which of the following small component of the total consumer population?
► Group

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► Sample
► Target group
► Audience
"Consumers are spending more on products and services that will improve their lives rather than
their image” reflects which aspect of the cultural environment?
► People's view of others
► People's view of themselves
► People's view of organizations
► People's view of nature
Which one of the following is NOT a part of marketing channel firms (intermediaries)?
► Physical distribution firm

► Marketing service agency M
► Financial intermediary
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► Stock exchange

g .C
i n
.t n
Which one of the following set represents 4 C’s of the marketing mix?
► Customer, cost, convenience, comfort

n a
► Customer Solution, Cost, convenience, communication
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► Convenience, communication, coverage, cost
► Cost, coverage, communication, consultancy

u j
- Please choose one
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Which of the following is an intensive growth strategy of increasing sales in current markets
with current products?
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► Market development
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► Market penetration
► Product development
► Market saturation
Identify the first step in the strategic marketing planning process?
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► The writing of the mission statement
► The establishment of organizational objectives
► The formulation of a marketing plan
► Hiring a senior planner

In
the Boston Consulting Group approach, which one of the following measure provides a measure
of market attractiveness?
► Business portfolio
► BCG matrix
► Market growth rate
► Relative market share
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Which one of the following statements is an example of a problem that may arise in the
implementation of the marketing concept?
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► Consumers do not understand what the marketing concept is
► Dealers do not support the marketing concept
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► Dissatisfaction of one segment affects the satisfaction of other segments
► A product may fit the needs of too many segments

i n
.t n
- Please choose one
n a
Which one of the following statements by a company chairman BEST reflects the marketing
concept?
an
► We have organized our business to satisfy the customer needs
u j
► We believe that marketing department must organize to sell what we produce
► We try to produce only high quality, technically efficient products
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► We try to encourage company growth in the market
Question No: 48
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What does this statement shows “Trade of value between two parties”?
► Competition
► Exchange
► Need
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► Transaction

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Which one of the followings best represent the involvement of management and employees in
the continuous improvement of the production of goods and services?
► Marketing management
► Customer relationship management
► Knowledge management
► Total quality management
Which one the following option is related with this statement “Rapid imitation of leader or
challenger with moderate country market coverage and emphasis on price sensitive markets. The
result is overall moderate share with high shares in selected country markets.”
► Global leader strategy
► Global challenger strategy
► Global follower strategy
► Global niche strategy

M E-
O
commerce (electronic commerce or EC) is the buying and selling of goods and services on the
Commerce to buyer and seller?

g .C
Internet, especially the World Wide Web. What do you know about the benefits of using E-
ANS: Benefits of E-Commerce to Buyer:

i n
• Easy and private
• Convenience .t n
• Greater product access
• Easy to compare products
n a
• Interaction is easy and immediate
an
Benefits of E-Commerce to Sellers
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• It builds relationship between consumer and seller
u
• Increased speed and efficiency
• Flexibility
. v
• Access and reach is global
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• Cost is reduced
Question No: 52 W ( Marks: 10 )
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Sales promotion is one of the methods of promoting the product in the market. How would you
describe it and how many types of Sales Promotion?
ANS: SALES PROMOTION: Sales promotion is offering of short-term incentives to the

buyers to purchase a product or use a service. It forces the buyer to do the purchase now.
Types of Sales Promotion:
There are a total of nine types of sales promotion offers.

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• Samples: Samples are offers of a trial amount of a product .It is a way to introduce a new
product.
• Coupons: These are certificates that give buyers a saving when they buy a product.
• Premiums: These are goods offered for a free or at a low cost.
• Patronage rewards: These are cash or other awards offered for a regular use of a
product.
• Cash refunds: It is a reduction in price after purchase not at the retail outlet.
• Point-of-purchase promotion: In point of purchase promotion a display and
demonstration is taken place at the point of purchase.
• Advertising specialties: These are useful things on which the name of advertiser is
written and given to buyers as a gift.
• Price Packs: They offer a saving off the regular price of product. Reduced price is
marked by the producer directly on the label.
• Contests: Contests give consumer the chance to win something.
When choosing a distribution strategy a marketer must determine what value a channel member
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adds to the firm’s products. So marketer must assess the benefits received from utilizing a
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channel partner. Discuss the benefits Offered by Channel Members in detail?
g .C
ANS: DISTRIBUTION/MARKETING CHANNEL: Marketing channel or distribution
channel is a set of independent organizations who are involved in the process of making the
product available to the consumers.
i n
Each member in the distribution channel adds a value to the supply chain. Therefore
Benefits offered by channel members:

t .n
they must be managed well to achieve maximum benefit.
• Information
n a
The channel members offer a number of benefits which are as follows
• Matching
• Contact
a n
• Negotiation
• Promotion u j
• Physical distribution v
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Question No: 54 W ( Marks: 10 )
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What do you understand by direct marketing; discuss the advantages of direct marketing?
ANS: DIRECT MARKETING: Direct marketing is the act of narrowly targeting and one to
one marketing. Its main aim is to develop long term customer relationship. The marketers
interact with customers on a one to one basis.
There are various forms of direct marketing.
Advantages of direct marketing:

• It is a strong way of building long term customer relationship.
• It is convenient
• The buying process becomes easy
• It reduces cost and increase efficiency.
• It provides an easy way to compare products
• Greater reach to products
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.t n
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MGT301 Principles of Marketing

Final Term Examination - February 2005
Time Allowed: 150 Minutes
Instructions
Please read the following instructions carefully before attempting any of the
questions:
1. Attempt all questions. Marks are written adjacent to each question.

2. Do not ask any questions about the contents of this examination from
anyone.
a. If you think that there is something wrong with any of the questions,
attempt it to the best of your understanding.
b. If you believe that some essential piece of information is missing,
make an appropriate assumption and use it to solve the problem.
c. Write all steps, missing steps may lead to deduction of marks.
**WARNING: Please note that Virtual University takes serious note of unfair means.
Anyone found involved in cheating will get an `F` grade in this course. Every paper has
four subjective questions while 10 objective questions
Total Marks: 60 Total

Questions: 14
Question No. 1 Marks : 1
The stage in the product life cycle in which the marketing objective is to maximize profit while
defending market share is the _______________ stage.
1 Introduction
2 Growth
3 Rejuvenation
4 Maturity (moderate)
5 Decline
A common mistake in pricing is _______________.

1 Setting prices according to demand
2 Revising prices too often
3 Considering price and price competition as a key problem in marketing
4 Ignoring costs when setting prices
5 Setting prices independently of the rest of the marketing mix (difficult)
Which of the following is not a function of wholesalers?

1 Bulk-breaking
2 Selling and promoting
3 Transportation
4 Transportation
5 Risk bearing
6 Final customer segment selection (moderate)
Culture is the most fundamental determinant of a person's wants and behavior.
1 True
2 False
List and briefly describe the steps involved in the personal selling process. Which step do
you think is most difficult for the average salesperson? Which step is the most critical to
successful selling? Which step do you think is usually done most correctly? Explain each of
your choices
Post-purchase satisfaction is a function of the consumer's product expectations and the

product's perceived performance
3 True
4 False
a) List and describe each of the channel functions that have been traditionally assigned to
wholesalers. How will wholesalers have to change in order to meet the threat of
increasing competition from larger retailers? From direct marketers?
b) Write short note on wheel of retailing?
Select a familiar company and assume that you are an idea manager responsible for
generating new-product ideas. How would you structure your new-product development
process? What sources of new ideas would be most valuable?
Characteristics of business markets include that there are more buyers and larger buyers
5 True
6 False
Target marketing requires marketers to take three major steps:

1) Identify and profile distinct groups,
2) Select one or more segments to enter, and predict the consumer behavior of the
segments.
7 True
8 False
A product is anything that can be offered to a market to satisfy a want or need
9 True
10 False
The first step in the buying process is the _______________.
1 Information search
2 Evaluation of alternatives
3 Purchase decision
4 Location of alternatives
5 Recognition of the need or problem (moderate)
When compared to the consumer market, the demand for goods and services in the business
market is _______________.
1 Far more elastic

2 Significantly more constant
3 Derived (moderate)
4 More likely to be affected by changes in price
5 All of the mention
Discuss the three general pricing approaches and select an example to illustrate the primary
characteristics unique to each general approach?
Connecting VU Students
FINAL TERM EXAMINATION Total Marks: 50
SEMESTER FALL 2004
Duration: 120min
MGT 301 PRINCIPLES OF MARKETING (PAPER 3) Off line
StudentID/LoginID
Name
PVC Name/Code
Date
Maximum Time Allowed: (2 Hour)
questions:
**WARNING: Please note that Virtual University takes serious note of unfair
means. Anyone found involved in cheating will get an `F` grade in this course.
Every paper has four subjective questions carrying 10 marks each and 10
objective questions carrying 1 mark each.
anyone.
b. If you believe that some essential piece of information is missing, make
an appropriate assumption and use it to solve the problem.
For teachers use only

Questions Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Total
Marks
Question No: 1 Marks: 1
Pick the right answer
Wholesaling means selling the product to final consumer.
1.True
2.False
Question No: 2 Marks :1
Direct marketing includes sales presentations, trade shows, and incentive programs.
1.True
2.False
Question No Marks:1
During the presentation step of the selling process, the salesperson tells the product “story” and
explains the product benefits to the customer.
1. True
2. False

Licensing is a simple way for manufacturers to enter international marketing with only a little
risk.
1. True
2. False
Publicity is news coverage, which is not paid for by the firm named in the news story.
1. True
2. False
_____ is the amount of money charged for a product or service.

a. Experience curve
b. Demand curve
c. Price
d. Wage
e. commission

_____ consists of short-term incentives to encourage purchase or sales of a product or service.
This offers reasons to buy it now.
a. Personal Selling
b. A segment promotion
c. Advertising
d. Sales promotion
e. Advertising
Which of the following products would most likely to be sold through the direct channel of
distribution?
a. Toothpaste
b. Canned fruit juices
c. Shampoo
d. Deodorant
e. Airplanes
Question no: 9 Marks: 1
Before deciding whether to operate internationally, a company must thoroughly understand the
____
a. management contract
b. economic community
c. international marketing environment
d. adapted marketing mix
e. none of above

_____ is used heavily when introducing a new product category. The objective is to build
primary demand.
f. Persuasive advertising
g. Informative advertising
h. Comparative advertising
i. Patronage advertising
j. Reminder Advertising
Each promotional tool has unique characteristics and costs. Marketers must
understand these characteristics in selecting their tools. Using Coca-Cola as an
example, demonstrate how each of the promotional tools might be used to create
an integrated marketing communications approach for the upcoming year.
Question no:11 Marks: 10
Each promotional tool has unique characteristics and costs.Marketers must

understand these characteristics in selecting their tools. Using Coca-Cola as an
example, demonstrate how each of the promotional tools might be used to create
an integrated marketing communications approach for the upcoming year.
Outline the three major steps in target marketing. Explain the four major segmenting variables
for consumer markets.
a)Companies bringing out a new product can choose between two broad strategies:
Market-skimming pricing and market-penetration pricing. Distinguish between them.
b) Explain the factors involved in setting international pricing.
Define Wholesaling, How Can We Differentiate Full Service Wholesalers from limited
services wholesalers. Briefly describe the functions performed by wholesalers?
FALL 2007 Marks: 60
MGT301 - PRINCIPLES OF MARKETING (Session - 3 ) Time: 150min
StudentID/LoginID: ______________________________
Student Name: ______________________________
Center Name/Code: ______________________________
Exam Date: Saturday, March 15, 2008
Please read the following instructions carefully before attempting any question:
1. Write your student ID, Name and Centre Name /Code on the question paper as well as on
answer sheet; Failure to do so will result in paper cancellation.
2. All questions are compulsory.
3. This exam consists of 15 Multiple Choice Questions (MCQs) carrying 1 mark each, 5 true
false carrying 1 mark each, 5 fill in the blanks carrying 1 mark each, 3 short question
carrying 5 marks each and 2 descriptive questions carrying 10 marks each.
4. For each MCQ, read the choices available carefully and “Encircle” (don’t tick mark) one
which you consider is the most suitable answer. Zero marks will be given if more than one
option is “Encircled”.
5. Write only one most suitable answer for fill in the blanks. More than one answer will be
marked zero.
6. Cutting and overwriting in objective type questions (MCQs, Fill in the blanks and True/ Fall) is
not allowed; if done so, that particular question will be marked zero.
7. Attempt all MCQs, True/False and Fill in the blanks on the question paper, Objective
questions attempted on the answer sheet will not be considered for marking and will be
graded zero.
8. If you believe that some essential piece of information is missing in any of the questions, make
an appropriate assumption and use it to solve the problem.
9. While solving your descriptive part on the answer sheet, question numbers must be written in
accordance with the number specified for each question in the question paper to avoid any
inconvenience.
10. Students are advised to solve paper in blue and black ink and do not use red, green ink and led
pencil.
11. Writing irrelevant/immoral material will be severely penalized.
12. This examination is closed book, closed notes and closed neighbors.
13. Use of mobile phones is strictly prohibited; switch it off if it is in your custody.
14. You may wish to pace yourself with your own watch but the supervisor will be the official time
keeper of the test.
15. Failure to comply with the Supervisor’s directions will result in your exam paper being
cancelled. Please comply with supervisor’s instructions to avoid any unpleasant event.
16. Non-compliance of any of the instructions will be dealt severely.
For Teacher's use only
Question 1 2 3 4 5 6 7 8 9 10 Total
Marks
Question 11 12 13 14 15 16 17 18 19 20
Marks
Question 21 22 23 24 25 26 27 28 29 30
Marks
If you are going to segment your product market __________ factors will be considered for
segmenting market.
► Measurability
► Substantiality
► Differentiation
► All of the given options
_____________ are the circumstances that lead towards price cuts.
► Excess plant capacity
► Declining market share
► Attempt to dominate the market via lower costs
All of the following are components required to set up e-marketing EXCEPT?
► Creating a website
► Placing advertising or promotion online
► Conducting e-marketing
► Setting an outlet in an appropriate place

Factors such as reviewing sales, costs and profit projections are a part of which stage of the new-
product process?
► Idea generation
► Market testing
► Business analysis
► Development
Order Getting, order taking & supporting are the basic tasks of:
► Promotion
► Production
► Sales
► None of the given options
Channel is more effective when:
► Each member is assigned task it can do best
► Coordination between all members
► Conflict management
► All of the above
We evaluate channel alternatives through _____________ criteria.
► Economic
► Control
► Adaptive

Buying behavior and its benefits are best bases for ––––––––––––– .
► Business markets segmentation
► Demographic segmentation
► Geographic segmentation
► Behavioral segmentation
What are two broad classes in which products and services fall based on the types of consumers
who use them?
► Specialty products and convenience products
► Augmented products and actual products
► Consumer products and industrial products
► Needs and wants
––––– is a larger concept than –––––––.
► Style, design
► Design, name
► Design, style
► Name, style
Company “A” decreases its product price by Rs.2. Next day company “B” also decreases its
product price by Rs.2 to match competitor’s price. It is ––––––––––.
► Cost-plus pricing
► Status quo pricing
► Market share pricing
► Market penetration pricing

Mission, Money, Message, Media & Measurement are the five M’s of:
► Promotion
► Price
► Direct Marketing
► Advertising
How do firms use unfair competitive marketing practices?
► By stealing trade secrets
► Use inexpensive marketing techniques
► Copying product packaging design
► Set prices below costs, threaten to cut off business with suppliers, and discourage the
buying of a competitor's products
The function of logistic is:
► Negotiation
► Order Processing
► Information
► Matching
__________ is a runner-up firm, fighting to overtake the leader.
► Market leader
► Market challenger
► Market niche
► Market follower
Adding more channels/middlemen leads to convenience for both producer and seller but add up
costs too.
► True
► False
What rights do you think customer should have in marketing comes under 'Consumerism'.
► True
► False
A desired outcome of promotion would be to favorably affect buyer behavior:
► True
► False
The day the marketer starts thinking that he has achieved his goal, is his first day to decline.
► True
► False
Benchmarking firm means the standard firm that is used for comparison while making SBUs.
► True
► False
Attention, Interest, Desire, and Action are known as the __________ model.
__________ involves designing and producing the container or wrapper for a product.

Selection, motivation and evaluation are included in________________ of channel system.
___________ exporting is done through independent international intermediaries with less

investment by the exporter.
______________ companies pay little attention to either customers or competitors.
Point out the additional consumer rights that consumer advocates are calling for.
How do you take franchising?
Mr. Umar, a marketer, is facing problem for selecting the channel system that suite him best. He
hires you as a consultant for setting criteria of evaluation. How would you evaluate the alternatives
available to him?
Marketing management involves important decisions when developing an advertising program. Kindly
explain in details these decisions made by marketer.
Suppose you are going to purchase a mobile phone how would you apply levels of product on
mobile phone?
http://vujannat.ning.com
BEST SITE TO HELP STUDENTS
SPRING 2006 Marks: 60
Student Name: ______________________________
Center Name/Code: ______________________________
Exam Date: Wednesday, August 16, 2006
• All questions are compulsory.
• This exam consists of 15 Multiple Choice Questions (MCQ’s) carrying 1 mark each,
5 Fill in the blanks carrying 1 mark each, 5 True / false statements carrying 1 mark
each, 5 Short questions carrying 3 marks each, 1 Descriptive question carrying 10
marks. and 1 Case study carrying 10 marks.
• This examination is closed book, closed notes, closed neighbors.
• Do not ask any questions about the contents of this examination from anyone.
• You may wish to pace yourself with your own watch, but the Supervisor will be
the official timekeeper of the test.
Failure to comply with the Supervisor’s directions will result in your test being cancelled.
Please comply with supervisor’s directions to avoid any unpleasant event.

Question 1 2 3 4 5 6 7 8 9 10 Total
Marks
Question 11 12 13 14 15 16 17 18 19 20
Marks
Question 21 22 23 24 25 26 27 28 29 30
Marks
Question 31 32
Marks
Beyond simply retaining good customers, marketers want to constantly increase their
“share of customer.” Identify suitable term related to this statement
► Marketers want to increase their market share.
► Marketers want to increase the share they get of the customer’s purchasing in
their product categories.
► Marketers want to increase the profit margin with the target market.
► None of the given options.
Which of the following is not the market challenging strategy:
► Attack the leader
► Acquire smaller firm
► Expand market share
► Avoid the leader
______ can use the bulletin boards, chat rooms and news letters for communication that
can facilitate the exchange
► Buyers
► Virtual business
► Manufacturers/sellers
Early adopters will continue buying and later buyers will start following their lead
in___________:
► Growth stage
► Decline stage
► Maturity stage
► Introduction stage
Two basic ways to set list prices are the cost-oriented and ________oriented approaches.
► Volume
► Expense
► Demand
► Profit
Sales decline because of many reasons, including:

► Technological advances
► Shift in customer tastes
► Increased competition
______ involves a combination of promotion and a product alternation for the foreign
market
► Communication adaptation
► Dual adaptation
► Product innovation
► Production adaptation
Marketing concept holds that achieving organizational goals depends on

determining ______________:
► Needs and wants of target market
► Customer or consumer of target market

► Producer and seller target market
► Price, place, product and promotion(4 P’s)
__________is not the major public relation decision
► Setting public relation objectives
► Choosing public relation messages and vehicles
► Implementing the private relation plan
► Evaluating the result
The number of product lines in the product mix is described as__________:
► Product mix length.
► Product assortment.
► Product mix width.
► Product mix consistency.
A common practice among marketers is to increase sales to current customers without

changing their products. What is this practice called?
► Market skimming
► Market penetration
► Market development
► Product extension
The ________ calls for “good deeds” followed by good words.
► Marketing communication
► Marketing management
► Advertising
► Sales promotion
Direct presentation of a product to a customer by a representative of the selling

organization is termed as____________
► Advertisement
► Optimal product
The rule of E-marketing is______
► Intellectual capital rules

► Time compression
► Marketing deconstruction
Following are the strategies of environmental sustainability except:
► Pollution prevention
► Product stewardship
► New environmental technology
The_____________ is a popular meeting place for consumer and business commerce.
___________is better off asking questions and letting buyers come to their own
conclusion.
_______ is a tax levied by Govt. against certain important product, designed to raise
revenue.
The______ is the price that consumers expect to pay for many of the products they
purchase.
Marketing efforts should be guided by marketing ___________ .
Internet was first used in 1972.
► True
► False
All companies and trade associations organize convention and trade shows to promote
their product.
► True
► False
A sales force requires a long term commitment than advertising.
► True
► False
Production concept is useful when demand for a product is less than the supply.
► True
► False
Advertising can succeed only if commercials gain attention and communicate well.
► True
► False
List down the steps involved in developing an effective communication.
Describe two major steps which must be taken in order to deal effectively with
competitors and their strategies?
Briefly define the two parts of black box?

Describe the three main reasons for the popularity of markup pricing?
How does an organization create a customer?
What are the major marketing logistic functions that have a major impact on both
customer satisfaction and company cost?
Asian Herbs manufactures the herbal products. Qarshi Industries and Hamdard
Laboratories are old companies in this field. Asian Herbs wants to promote its
products. As Manager Marketing at Asian Herbs what steps will you take to promote
the company’s products?
StudentID/LoginID:
Student Name:
Center Name/Code:
Exam Date: Monday, July 09, 2007
Virtual University of Pakistan

Principles of Marketing – MGT301
Final Term Exam (Spring 2007)
Maximum Marks: 60
INSTRUCTIONS:
All questions are compulsory.

This exam consists of 15 Multiple Choice Questions (MCQ’s) carrying 1 mark each, 5 true false carrying 1
mark each, 5 fill in the blanks carrying 1 mark each, 3 short question carrying 5 marks each and 2
descriptive questions carrying 10 marks each.
For each MCQ, read the choices available and encircle one which you consider is the most suitable
answer on the question paper. Zero marks will be given if more than one option will be marked.
Remember not to spend too much time on any MCQ. Since all MCQ’s carry equal marks, it is important
to manage your time and response to test questions effectively.
Do not ask any questions about the contents of this examination from anyone.
You may wish to pace yourself with your own watch, but the Supervisor will be the official timekeeper of
the test.
Use of mobiles is strictly prohibited; switch it off if it is in your custody.
Failure to comply with the Supervisor’s directions will result in your exam paper being cancelled. Please
comply with supervisor’s directions to avoid any unpleasant event.
Question 1 2 3 4 5 6 7 8 9 10 Total
Marks
Question 11 12 13 14 15 16 17 18 19 20
Marks
Question 21 22 23 24 25 26 27 28 29 30
Marks
A person who is bringing buyers and sellers together and assists in negotiation is called:
► Broker
► Selling Agent
► Agent
► Purchasing Agent
A person has something which is tangible and can satisfy his need or want is a:
► Benefit
► Product
► Value
► Service
A person X obtains his desired object from a person Y and offers something in return to the
person Y, his act is called:
► Transaction
► Trade
► Exchange
► Barter

A person is directly presenting a product to the customer. He is doing:
► Relationship Selling
► Personal Selling
► Non Personal Selling
► None of the above
Company is offering short term incentives to encourage the purchase or sale of a product or
service. Company is doing:
► Publicity
► Sales Promotion
► Both 1 & 2
Suppose Nestlé is trying to increase its sales by introducing its existing/current product like
Nestlé mineral water in a new market. It is adopting:
► Market Penetration Strategy
► Market development Strategy
► Product Development Strategy
► Diversification
A researcher is taking data from the balance sheet of a company. He is collecting:
► Primary Data
► Mathematical Data
► Descriptive Data
► Secondary Data

A researcher has put a question in his questionnaire and the respondent has to give the
answer of that question in his own words. The question is:
► Close Ended Question
► Multiple Choice Question
► Open Ended Question
► Long Question
A person is purchasing a product and selling this products to customers. The person is
called:
► Intermediary
► Seller
► Reseller
► Supplier
The different important decisions which are to be taken while designing the advertising
campaign, does not include:
► Mission
► Money
► Message
The discount which is offered by the seller to trade channel members who perform certain
functions, such as selling, storing, and record keeping is called:
► Functional Discount
► Cash Discount
► Seasonal Discount
The promotional strategy that calls for spending a lot on promotion to build up consumer
demand; if successful, consumer will ask their retailers for the product, the retailer will ask
the wholesalers and wholesalers will ask the producers, is called:
► Push Strategy
► Pull Strategy
► Intensive Strategy
The store that carries a wide variety of product lines is called:
► Super stores
► Department store
► Convenience store
► Specialty stores
A quantity discount is basically a price reduction to:
► Sellers
► Buyers
► Whole sellers
► 2&3
Strategy for setting a product’s price often has to be changed when the product is part of a:
► Product line
► Product mix
► Competition
Fixed Cost
Mark up Price - VC
Break - even Volume =
► True
► False
A quantity discount is a price reduction to buyers who buy large volumes.
► True
► False
Product life cycle involves six stages.
► True
► False
Product’s perceived performance in delivering value relative to a buyer’s expectations is called

customer value.
► True
► False
The strategy that creates competitive advantage by offering products with unique customer benefits
or features not available from competitive offerings is called overall cost leadership.
► True
► False

the activities involved in selling goods or services directly to final consumers for their
personal, non business use.
A ----------- is a name, sign, symbol, design or a combination of these that identifies the maker or
seller of a product or service.
---------------- process of building, maintaining, and using customer database and other database
for the purposes of contacting and transacting with customers.
When the objective is to gather preliminary information that will help to better define problems
and suggest hypotheses for their solution, it is called ----------------------
_ is society’s relatively permanent and ordered divisions whose members share

similar values, interests and behaviors.
Suppose you are the manager of an ABC company. How will you manage your sales force?
Explain your answer in points.
World is becoming global village, companies are placing greater emphasis on logistics; describe
those several reasons for which companies are in great need of logistics?
Differentiate consumer distribution channel from business distribution channel?
ABC Company has introduced a new product and the company wants to give the ad of its product.
How can the company select the advertising media to promote its new product?
What could be the functions of distribution channel/members of the marketing channel that can
help the XYZ Company to enhance its sales of a particular product?

Mid Term Examination - November 2004
Instructions
questions:

anyone.
b. If you believe that some essential piece of information is missing,
make an appropriate assumption and use it to solve the problem.
**WARNING: Please note that Virtual University takes serious note of unfair means.
Anyone found involved in cheating will get an `F` grade in this course. Every paper has
four subjective questions while 10 objective questions
Total Marks: 60 Total

Questions: 14
A common practice among marketers is to identify and develop new markets for their existing
products. This practice is called _____.
1 Market development
2 Product development
3 Market penetration
4 Market skimming

____ are society's relatively permanent and ordered divisions whose members share similar
values, interests, and behaviors
1 Social classes
2 Purchase decisions
3 Perceptions
4 Attitudes
The five alternative concepts under which organizations conduct their marketing activities
include the production, _____, selling, marketing, and societal marketing concepts
1 Promotion
2 Pricing
3 Distribution
4 Product
The most commercially influential demographic group in history is _____.
1 Generation X
2 Baby boomers
3 Generation Y
4 Seniors
Describe the Steps of Consumer buying process.
The twofold goal of marketing is to attract new customers by promising superior Value and to
_____.
1 Keep and grow current customers by delivering satisfaction

2 Keep and grow current customers by delivering competitive pricing
3 Keep and grow current customers by delivering friendly service
4 All of the given options
List and explain the "core, actual, and augmented products" of the educational experience
that universities offer. How are these different, if at all, from the "product" offered by junior
colleges?
Discuss the functions of a marketing information system (MIS).

The objective of _____ research is to gather preliminary information that will help define the
problem and suggest hypothesis
1 Descriptive
2 Exploratory
3 Causal
4 Current
When your firm practices developing and maintaining a strategic fit between your
organization's goals and capabilities, it is forming
1 mission statement
2 values statement
3 strategic plan
4 operating plan
With respect to the product life cycle, the ______________ is a period of slow sales growth
as the product is introduced in the market
1 product development stage

2 introduction stage
3 growth stage
4 maturity stage
The _____ environment consists of factors that affect consumer purchasing power and
spending patterns
1 Social-cultural
2 Political-legal
3 Technological
4 Economic

Choose the item from the following that is not one of the standard four Ps
1 Product
2 Place
3 Positioning
4 Price
Define the following:

1. Marketing
2. Needs and wants
3. Marketing offer
4. Value
5. Exchanges
MID TERM EXAMINATION Total Marks: 50
SEMESTER Fall 2004
Duration: 60 min
MGT 301 PRINCIPLES OF MARKETING (Paper 3) offline
StudentID/LoginID
Name
PVC Name/Code
Date
Maximum Time Allowed: (1 Hour)
questions:
2. Do not ask any questions about the contents of this examination from anyone.
a. If you think that there is something wrong with any of the questions, attempt it
to the best of your understanding.
b. If you believe that some essential piece of information is missing, make an
appropriate assumption and use it to solve the problem.
**WARNING: Please note that Virtual University takes serious note of unfair
means. Anyone found involved in cheating will get an `F` grade in this course.
Every paper has four subjective questions and 10 objective questions
For teachers use only

Questions Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Total
Marks
_____ is managing profitable customer relationships.

a. Management
b. Control
c. Marketing
d. Human Resources
Finding ways in which a company can best use its strengths to take advantage of attractive
opportunities in the environment describes _____.
a. establishing a mission
b. defining a vision
c. creating a values statement
d. strategic planning
Which of the four Ps describes the goods-and-services combination the company offers to the target
market?
a. price
b. promotion
c. product
d. place
You are directed to study societal forces that affect your company – demographic, economic, natural,
technological, political, and cultural factors
What are you studying?
a. the macro environment
b. the microenvironment
c. the marketing environment
d. the global environment

The way to begin marketing research is to gather secondary data, which consists of information _____.
a. that already exists somewhere
b. that does not currently exist in an organized form
c. that already exists somewhere, having been collected for another purpose
d. used by competition.
Maslow has a list of human needs from the most pressing to the least pressing. They include all of the
following except _____.
a. physiological needs
b. safety needs
c. need recognition
d. self-actualization
Examples of pure tangible goods include all of the following EXCEPT:

a. soap.
b. tax preparation.
c. toothpaste.
d. salt.
__________________ is the process of evaluating each market segment’s attractiveness and

selecting one or more segments to enter.
a. mass marketing
b. market segmentation
c. market targeting
d. market positioning
Question no: 9 Marks: 1
Broadly defined, products include all of the following EXCEPT:

a. money and payments.
b. services.
c. ideas.
d. persons.
With respect to the product life cycle, the _______________ is a period of rapid
market acceptance and increasing profits.
a. product development stage
b. introduction stage
c. growth stage
d. maturity stage
What goes into a company’s macro environment?
Question No:12 Marks: 10

Which product life cycle stage, if any, is the most important? Which stage is the riskiest?
Which stage appears to hold the greatest profit potential? Which stage needs the greatest
amount of “hands-on” management? Be certain to explain the thinking behind each of
your answers.
Compare and contrast the following strategies for growth: market penetration, market development,
product development, and diversification.

.
Describe some 21st century challenges that are faced by the marketers.
MIDTERM EXAMINATION
FALL 2007 Marks: 40
Student Name: ______________________________
Center Name/Code: ______________________________
Exam Date: Saturday, December 01, 2007
Instructions:

This exam consists of 10 Multiple Choice Questions (MCQ’s) carrying 1 mark each, 5
true/false carrying 1 mark each, 3 short questions carrying 5 marks each and 1 long
descriptive question carrying 10 marks.
For each MCQ, read the choices available and ENCIRCLE one which you
consider is the most suitable answer. Zero marks will be given if more than one
option will be marked. Do not make tick mark (√), only ENCIRCLE the correct
option.
Attempt all MCQ’s on the question paper, no credit will be given to the MCQ’s
attempted on the answer sheet.
Remember not to spend too much time on any MCQ. Since all MCQ’s carry equal
marks, it is important to manage your time and response to test questions effectively.
Write the same question number as given in the question paper, for example, if
you are attempting Q # 16 first then don’t write it Q # 01, write it Q # 16 and so on.
Do not ask any question about the contents of this examination from anyone.
If you believe that some essential piece of information is missing, make an appropriate
assumption and use it to solve the problem.
This examination is closed book, closed notes, closed neighbors.
You may wish to pace yourself with your own watch, but the Supervisor will be the
official timekeeper of the test.
Use of mobile phone is strictly prohibited; switch your mobile off if it is in your custody.
Failure to comply with the Supervisor’s directions will result in your exam paper being
cancelled. Please comply with supervisor’s directions to avoid any unpleasant event.

Question 1 2 3 4 5 6 7 8 9 10 Total
Marks
Question 11 12 13 14 15 16 17 18 19
Marks
Question
Marks
_____ is the most basic cause of a person’s wants and behaviors.
► Culture
► Brand personality
► Cognitive dissonance
► New product
Which of the following phrases reflects the positioning?
► What are you selling?
► How are you distributing your product to get it into the marketplace?
► What place do you want your product to hold in the consumer’s mind?
► How are you telling consumers in your target group about your product?
"Consumers favor quality products that are reasonably priced” reflects the ___________.
► Marketing concept
► Selling concept
► Product concept
► Target marketing
Customer Relationship Management (CRM) is mainly based upon the ________.
► Market share
► Sales volum
► Customer loyalty
► Profits
In excessive demand, _________may be required to reduce the number of customers or to

shift demand temporarily or permanently.
► Marketing
► Demarketing
► Value marketing
The most basic concept underlying marketing is that of ___________.
► Customer satisfaction
► Retaining customers
► Human needs
► Fulfilling consumer wants

Consumers are convinced to buy organization's products through large scale of selling and
promotional efforts, comes under______________ concept.
► Marketing concept
► Production concept
► Product concept
► Selling concept
The marketing information system is not limited to use by the company it serves. It may also
provide information to ________ .
► The government
► External partners
► Various publics
► Competitors
The purpose of _________ is developing a strategy to meet competition and ensure long-term
survival and growth.
► A market
► Strategic planning
► Short-term planning
► Operational planning
Most portfolio analysis methods evaluate SBUs on two dimensions, namely _____ and _____.
► Market share; sales
► Market growth rate; relative market share

► Market attractiveness; market growth rate
► Market growth rate; profits
Product, price, place, and promotion make up the elements of a firm’s marketing myopia.
► True
► False
Market segmentation is the process of evaluating each market segment’s attractiveness and
selecting one or more segments to enter.
► True
► False
Portfolio Analysis is a portfolio-planning tool for identifying company growth strategies.
► True
► False
Marketing intelligence is systematic collection and analysis of publicly available information

about competitors and developments in the marketing environment.
► True
► False
The image a product reflects in the minds of consumers is called market segmentation.
► True
► False
Subhan Co. has been very sucessful as it is contributing alot towards the education of poor
children through a Welfare Fund apart from selling its goods to the market. Its main
priority is to give value to its valuable customers. So Subhan Co. has adopted societal
marketing. How would you take societal marketing concept?
It is very difficult to fulfill the consumer’s expectations; to make him satisfied. Sometimes it
also happens that he becomes dissatisfied when products fall short of expectations. How does
marketer find consumers satisfied or dissatisfied with purchase?
Involvement and differences between products give birth to different behaviors of buyers.
Explain them in short.
Why the organizations are in great need of analyzing consumers' behaviors?

How the consumer behavior is influenced?
Why the marketers are interested in analyzing the culture of a consumer?

Mid Term Examination (Session 3) – Spring 2006
• This exam consists of 10 Multiple Choice Questions (MCQ’s) carrying 1 mark each, 5
Fill in the blanks carrying 1 mark each, 5 Short questions carrying 3 marks each and 1
Descriptive question carrying 10 marks.
• You are required to show all the working of short questions as well as descriptive
question.
• You may wish to pace yourself with your own watch, but the Supervisor will be the
official timekeeper of the test.
• Failure to comply with the Supervisor’s directions will result in your test being cancelled.
Briefly define customer and consumer?
_______ is anything that can be offered to market for attention, acquisition, use or consumption.
What is the difference between mass marketing and database marketing?
When products are being developed, marketers must:

Identify the core
Design the actual product
Identify the core and design the actual product.
None of the given options
The major tool for accomplishing strategic control is the _____________
A modern marketing system involves all the elements necessary to bring together:
General public
Buyers and sellers
4 Ps ( Price, product, place, promotion )
Consumers/customers
Which of the following is not the major force in the company's macro environment:
Technology.
Economic
Publicity
Demographic
One useful device for identifying growth opportunities for future is:
Product/market expansion
Portfolio planning
Increase in sale of the firm
Market share growth

Two important demographic factors that impact the marketing management are:
Income and education
Decision making and risk
Product and price
Income and expenditure
Which of the following is not the characteristic of strategic plan

Its leads to better co-ordination of company's efforts
It is useful for management to think to go ahead systematically
It is dangerous for the fast changing environmental changes and sudden development
It clarifies the performance standards for control
___________ involves designing and producing the container or wrapper for a product
List down the chief factors that can be used for segmenting international markets?

Institutional market consist of
School
Nursing homes
Prisons
All of the given options

Desirable quality of a good brand name includes
It should be distinctive
It should be incapable of registration
It should not be easy to recognize
None of the given options
XYZXYZ Limited Company is going to establish a new business and being a marketing manager
you are required to prepare a detailed marketig plan for it.

Buyer characteristics include the major factor
Cultural
Social
Psychological
All of the given options
List down the stages in the adoption process?
What are the basic goals of CRM (Customer relationship marketing)?
Cell phone, fax machine ,CD ROM and interactive TV are just few tools being used to:
Purchase order
Make connection
Marketing the product
Promote the sale
Personal self concept is called ____________
_________ is the original function charged with defining customer's targets

WWW.vujannat.ning.com
Largest Online Community of VU Students
MIDTERM EXAMINATION
Student Name: ______________________________
Center Name/Code: ______________________________
Exam Date: Saturday, May 27, 2006
• This exam consists of 10 Multiple Choice Questions (MCQ’s) carrying 1 mark each, 5 Fill in
the blanks carrying 1 mark each, 5 Short questions carrying 3 marks each and 1 Descriptive
question carrying 10 marks.
• You are required to show all the working of short questions as well as descriptive question.
• You may wish to pace yourself with your own watch, but the Supervisor will be the official
timekeeper of the test.
Question 1 2 3 4 5 6 7 8 9 10 Total
Marks
Question 11 12 13 14 15 16 17 18 19 20
Marks
Question 21
Marks
All of the following are disadvantages of telephone interviewing except _________
► Higher cost than mail questionnaires
► Introduces interviewer bias
► Under time pressures some interviewers might cheat
► Interviewers tend to interpret answers similarly
Your marketing department is attempting to improve strategic decision making, assess

and track competitors’ actions, and provide early warning of opportunities and threats.
Your department would do well to use _____.
► Internal databases
► External database
► Marketing intelligence
► The internet

Individuals are bringing their spiritual awareness to the _____ they buy.
► Products.
► Brands.
► Styles.
► Benefits
A society’s basic values, perceptions, preferences, and behaviors are found in its _____
► Social environment.
► Cultural environment.
► Social cultural environment.
► All of the given options.
One of the major concerns for marketers about the natural environment is the _____.
► Number of protestors against misuse
► Shortages of raw materials

► Increases in recycling
__________ group shares new cultural concerns, cares about the environment, and
responds favorably to socially responsible companies.
► Generation X
► Generation Y
► Generation Z
► Baby boomers
Your marketing environment is currently researching the size, density, location, age, and
occupations of your target market. What is this environment
► Demographic
► Psychographic
►
VALS
► Geographic
You are directed to study the factors that are close to the company that affect its ability to
serve its customers – the company, suppliers, marketing intermediaries, customer
markets, competitors and publics. What are you studying?
► The macro environment
► The micro environment
► The marketing environment
► The global environment
Which of the following types of management organization might be best for companies that
sell one product line to many different types of markets and customers that have different
needs and preferences?
► Market
► Customer
► Product
► Market and customer

Economists use the term “market” differently than marketers. They refer to a collection of
buyers and sellers who transact in a particular _____, as in the commodities or housing
market.
► Product class
► Product division
► Market segment
► Target market
Marketing researchers usually draw conclusions about large groups of consumers by

studying a small _____ of the total consumer population
ers must weigh carefully the costs of additional information against the _____ resulting from
it
MIS consists of people, equipment, and procedures to gather, sort, _____, evaluate and distribute
information to marketing decision makers
e excited about studying marketing. You tell your younger brother that product, price, placement and
promotion make up the __________.
Marketing is not carried on by sellers alone. _____ also carry on marketing

What is meant by De-marketing?
List down the basic goals of customer relationship management
What is meant by Business Portfolio? How a business can design its portfolio?
Which factors make the company’s macro environment?
How can a manger develop a research plan?
Write down the levels of segmentation?

MIDTERM EXAMINATION
Student Name: ______________________________
Center Name/Code: ______________________________
Exam Date: Thursday, May 17, 2007

Mid Term Exam (Spring 2007)
Maximum Marks: 40
INSTRUCTIONS:

This exam consists of 10 Multiple Choice Questions (MCQ’s), 5 fill in the blanks, 1 short question and 2
descriptive questions.
For each MCQ question, read the choices available and select one [By marking Tick (a)] which you
consider is the most suitable answer. Zero marks will be given if more than one option will be marked.
Remember not to spend too much time on any one MCQ. Since all MCQ’s carry equal marks, it is
important to manage your time and response to test questions effectively.

Question 1 2 3 4 5 6 7 8 9 10 Total
Marks
Question 11 12 13 14 15 16 17 18
Marks
Question
Marks
Marketing seeks to create and manage profitable customer relationships by delivering

_____ to customers.
► competitive prices
► superior value
► superior service
► superior promotion
You have learned at work that today’s successful companies at all levels have one thing
in common: they are strongly customer focused and heavily committed to _____.
► obtaining the best CEOs

► increasing wealth to stockholders
► employee motivation
► marketing
The twofold goal of marketing is to attract new customers by promising superior value and
to _____.
► keep and grow current customers by delivering satisfaction

► keep and grow current customers by delivering competitive pricing
► keep and grow current customers by delivering friendly service
► all of the given options
As a new assistant marketing manager trainee, you learn in an orientation meeting that
_____ are the form human needs take as they are shaped by culture and individual
personality.
► wants
► demands
► self concepts
► desires
Which of the following does business portfolio planning entail?
► analyzing the current portfolio

► deciding which units should receive more or less investment
► deciding which units should receive no further investment
► all of the given options
The BCG market growth rate provides a measure of _____.
► company's strength in the market

► decline of competitors
► market attractiveness
► the unit stock value
One of these represents marketing’s main responsibility for a company.
► achieving maximum stockholder wealth

► increasing sales
► achieving profitable growth
► developing new products through research
What does the term “customerization” mean?
► The company leaves it to individual customers to design the offering.

► Customers can shop anytime they want to.
► Customers can talk to each other on the Internet.
► None of the given options.
The most commercially influential demographic group in history is _____.
► generation X
► baby boomers
► generation Y
► seniors
You are directed to study the factors that are close to the company that affect its ability to
serve its customers – the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics. What are you studying?
► the macroenvironment
► the microenvironment
► the marketing environment
► the global environment
By _____ the market and having several detergent brands, Proctor & Gamble has an
attractive offering for consumers in all important preference groups.
When a company identifies the parts of the market it can serve best and most profitably, it
is practicing _____.
Baby boomers were born between the years 1946 and _____.
The final step in the strategic planning processes is _____________________.

________________is a strategy for company growth by offering modified or new products

to the markets.
Distinguish between value proposition and marketing offer. Explain the concepts by giving
real life examples.
A consumer’s behavior is also influenced by social factors, such as the consumer’s small
groups, family, and social roles and status. Explain the differences between these social
factors by giving examples.
A Company ABC has launched a new economy pack (5-Kg) of Tomato Ketchup
considering the fact that this will be price effective for the customers but the sales figures
of last six months show that people are not buying the economy pack as it was expected.
The company is now planning to determine the reasons behind the lack of public interest
in the economy pack. You have been appointed as a consultant to guide the marketing
department of the company ABC determining the reasons of the failure. Keeping in view
the objectives explain the pros and cons of each of the following contact methods for
collection of information and suggest to the marketing department that which one is most
suitable method for the company in the given scenario;
1. Mail Questionnaires
2. Telephonic Interviews
3. Personal and group interviews
4. Computer-assisted interviews (On-Line Survey)
MIDTERM EXAMINATION
Student Name: ______________________________
Center Name/Code: ______________________________
Exam Date: Thursday, May 17, 2007

Mid Term Exam (Spring 2007)
Maximum Marks: 40
INSTRUCTIONS:

This exam consists of 10 Multiple Choice Questions (MCQ’s), 5 fill in the blanks, 3 short question and 1
descriptive questions.
For each MCQ question, read the choices available and select one {By marking Tick (a)} which you
consider is the most suitable answer. Zero marks will be given if more than one option will be marked.
Remember not to spend too much time on any one MCQ. Since all MCQ’s carry equal marks, it is
important to manage your time and response to test questions effectively.

Question 1 2 3 4 5 6 7 8 9 10 Total
Marks
Question 11 12 13 14 15 16 17 18 19
Marks
Question
Marks
_____________ are used to help employees to communicate with each other within the
company.
► Internet
► Intranet
► Extranet
► Ethernet
A common practice among marketers is to identify and develop new markets for their
existing products. This practice is called _____.
► product development
► market penetration
► market development
► market skimming
Marketing plays a key role in a company’s strategic planning. Which of the following does
marketing provide?
► guiding philosophy
► inputs
► strategies
The old marketing view emphasized trying to make a profit on each sale rather than trying
to profit by managing ____________
► customer lifetime value

► customer satisfaction index
► cognitive dissonance
The marketing information system is not limited to use by the company it serves. It may
also provide information to _____.
► the government
► external partners
► Various Publics
Companies can conduct e-marketing in any of four ways. What is not one of these
► creating a Web site
► placing ads online
► calling their customers to do surveys
► setting up or participating in Web communities
As a marketer of pesticides, you should be concerned about all of the following natural
environment trends mentioned in your text except _____.
► shortages of raw materials
► increased pollution
► increased government intervention
► government subsidies
New technologies create new opportunities and new _____.

► products
► services
► markets
► means of financing purchases
What is one way that a social class is not measured?
► occupation
► education
► income
► number of children in the family
Your colleague is confused about using the marketing research process. He seems to be
having problems with _____, which is often the hardest step to take.
► defining the problem
► defining the research objectives
► defining the problem and research objectives
► choosing a research agency to help
___________________ stands for company activities that make the product available to
target consumers.
A company is getting huge market share but it is not growing at the same pace. It is an
example of _________________.
Food, shelter and clothing are examples of ________________ needs.

_____________ should be stated as goals the company would like to reach during the
plan’s term.
______________ involved looking at whether the company’s basic strategies are well
matched to its opportunities
Analyze the major challenges being faced by marketers in the 21st Century in terms of
using fast technology to connect to the customers.
Each person’s distinct personality influences his or her buying behavior. Personality is
usually described in terms of traits. What are these traits, and how do they affect the way
people purchase items?
Discuss the functions of a marketing information system (MIS).
Compare and contrast the following strategies for growth: market penetration, market
development, product development, and diversification. Explain each by giving examples
from the real life.
MGT301-Principles of Management
Midterm Special 2006
¾ Write down the key principles for public policy towards marketing?
Solution:-
public policy to guide commerce--sets of laws and regulations limiting
business for the good of society as a whole
¾ Most firms practice the selling concept when they face _____.
o a crisis
o a recession
o fierce competition
o overcapacity
¾ Being a student of Principles of Marketing please describe that what are
the reasons of studying this subject?
Solution:-
Reasons for Studying Marketing:
Marketing is part of all of our lives and touches us in some way every day. To be
successful each company that deals with customers on a daily basis must not only be
customer-driven, but customer-obsessed. The best way to achieve this objective is to
develop a sound marketing function within the organization. Major reason to study
marketing is:
¾ Marketing plays an important role in society.
¾ It is Vital to business.
¾ Marketing offers outstanding career opportunities.
¾ Marketing affect your life every day.
¾ Many marketers use a concept today to determine which customers can

be served profitably and which ones cannot. They target the winning
ones for pampering. What is this concept called?
o selective relationship management
o target marketing
o market segmenting
o selective targeting
¾ Children are an important part of the family’s buying process. What
roles do they play?
Solution:-
Marketers are interested in the roles and influences of the Marketers are
interested in the roles and influence of the children on the purchase of different
products and services.
Children may also have a strong influence on family buying decisions. For
example, it ran ads to woo these "back-seat consumers" in Sports Illustrated for
Kids, which attracts mostly 8- to 14-year-old boys. "We're kidding ourselves when
we think kids aren't aware of brands," says Venture's brand manager, adding that
even she was surprised at how often parents told her that kids played a tie-
breaking role in deciding which car to buy.
¾ Karrie Romanov wants to capture the full essence of customer

relationship management. Which of the following will Karrie take into
consideration?
o own the customers for life
o capture their lifetime value
o build overall customer equity
o all of the given options
Economists use the term “market” differently than marketers. They refer to a
collection of buyers and sellers who transact in a particular product class, as
in the commodities or housing market
In addition to connecting more deeply with customers, many companies are
also connecting more directly with their customers.
¾ Why do we study consumer behavior?

Solution:-
Basic objective of the studying consumer behavior is that the firm needs to know
who buys their product. How they buy? When and where they buy? Why they
buy? How they respond to marketing stimuli. Because they study consumer
behavior what is Consumer Behavior about? How, why, where and when
consumers make purchase decisions? Considers who influences the decisions?
What is Consumer Behavior about? All these are important questions, which are
to be known to the companies so that they can design, and implement marketing
strategies to satisfy the customers. Consumers determine the sales and profits of
a firm by their purchase decisions, thus the economic viability of the firm. what is
Disposable income and what is Discretionary income what is the stage of family
life cycle stage because these all these factors influence the consumer behaviors
which are very important to the marketers.
Consumer behavior is the process through which the ultimate buyer makes
purchase decisions. This can be defined as Consumer Behavior Defined as of
the processes involved when individuals or groups select, purchase, use, or
dispose of products, services, ideas, or experiences to satisfy needs and desires
(Solomon, 1996). Those actions directly involved in obtaining, consuming and
disposing of products and services, including the decision processes that
precede and follow those actions. Consumer behavior examines mental and
emotional processes in addition to the physical activities.
¾ Highly successful companies know that if they take care of their

customers,_____ will follow
o frequent word of mouth
o market share
o profits
o market share and profits
In buyer decision process, what are the sources from which buyer can collect information?
There are five sources to collect information and these sources are given below.
¾ Needs recognition
¾ Information search
¾ Evaluation of alternatives
¾ Purchase decision
¾ Post purchase behavior
Now that we have looked at the influences that affect buyers, we are ready to
look at how consumers make buying decisions. Figure shows that the buyer
decision process consists of five stages: need recognition, information search,
evaluation of alternatives, purchase decision, and post purchase behavior.
Clearly, the buying process starts long before actual purchase and continues
long after. Marketers need to focus on the entire buying process rather than on
just the purchase decision.
The figure implies that consumers pass through all five stages with every
purchase. But in more routine purchases, consumers often skip or reverse some
of these stages. A woman buying her regular brand of toothpaste would
recognize the need and go right to the purchase decision, skipping information
search and evaluation. However, we use the model in Figure because it shows
all the considerations that arise when a consumer faces a new and complex
purchase situation.
¾ At work, customers decide to satisfy needs and wants through exchange.
What occurs at this point?
o Selling
o customer service
o marketing
o transaction marketing
Now many companies are beginning to think of _relationship____ interests
as well as their own customers’ needs.
¾ __________control the flow of information to others
o Gatekeeper
o Storekeeper
o Both of the given options
o None of the given options
¾ How does an organization create a customer?
Solution:-
Organizations (producer/ seller) can create the customers by Identifying
customer needs, designing goods and services that meet those needs than
communicating information about those goods and services to prospective
buyers Making the goods or services available at times and places that meet
customers’ needs Pricing goods and services to reflect costs, competition, and
customers’ ability to buy and finally providing for the necessary service and
follow-up to ensure customer satisfaction after the purchase
¾ Marketing seeks to create and manage profitable customer relationships

by delivering _____ to customers.
o competitive prices
o superior value
o superior service
o superior promotion
¾ To practice the marketing concept, an organization must deliver the _____
better than competitors.
¾ Product modifications, product improvements and new brand through
the firm’s own R & D efforts is termed as __________
o Product concept
o Product development
o Idea generation
o Idea screening
¾ Jonathan Nash works in sales for a telemarketing firm. His firm uses
the selling concept which takes a (an) _____ approach
o outside-in
o myopic
o inside-out
o marketing concept
Marketers need to build, create, communicate and deliver real value to
customers
¾ One of these represents marketing’s main responsibility for a company
o achieving maximum stockholder wealth
o increasing sales
o achieving profitable growth
o developing new products through research
Student Name: ______________________________
Center Name/Code: ______________________________
Exam Date: Wednesday, August 16, 2006
• This exam consists of 15 Multiple Choice Questions (MCQ’s) carrying 1 mark each, 5 Fill in
the blanks carrying 1 mark each, 5 True / False statements carrying 1 mark each, 5 Short
questions carrying 3 marks each, 1 Descriptive question carrying 10 marks. and 1 Case study
carrying 10 marks.
• You may wish to pace yourself with your own watch, but the Supervisor will be the official
timekeeper of the test.

Question 1 2 3 4 5 6 7 8 9 10 Total
Marks
Question 11 12 13 14 15 16 17 18 19 20
Marks
Question 21 22 23 24 25 26 27 28 29 30
Marks
Question 31 32
Marks
SWOT analysis is carried out to
► Measure the strengths of the competitors.
► Ascertain the weaknesses of the competitors.
► Ascertain the strengths and weaknesses of own organization.
When we talk about product in marketing, we mean:
► Physical commodity that has a benefit for the consumer.
► A virtual thing that leads to human satisfaction.
► A person, place or an idea.

The need for marketing was felt because
► Commodities were being produced in excess of demand.
► People were ignorant of the products produced by the manufacturers.
► Sales teams did not come up to the expectations of the organization.
► There was a direct need to generate demand for want satisfying goods.
______________ is a complex concept that must be carefully defined
► Product
► Price
► Promotion
► Placement
_________ is demand-stimulating activity designed to supplement advertising and

facilitate personal selling.
► Direct marketing
► Direct selling
► Sales promotion
You have learned at work that today’s successful companies at all levels have one thing
in common: they are strongly customer focused and heavily committed to _____.
► Obtaining the best CEOs
► Increasing stockholder’s wealth
► Marketing
► Employee motivation
Some companies often use study results as claims in their _____.

► Advertising
► Promotion
► Advertising and promotion
► Annual reports
____________are given to final consumers, distributors or channel members for doing

something or accepting less of something.
► Allowances
► Credits
► Bonuses
► Incentives
Customers buy from stores and firms that offer the highest _____.
► Value for the dollar

► Customer perceived value
► Level of customer satisfaction
Many marketers use ____________ concept today to determine which customer can be
served profitably and which one cannot.
► Selective relationship management
► Target marketing
► Market segmentation
► Selective targeting
Marketing planning at your firm occurs at ________
► Business unit; market
► Business unit; product

► Product; market
► Business unit; product; market
marketing manager for CNG Industries, you should be aware that legislation affecting business
around the world will continue to ______
► Exist
► Increase
► Remain steady
► Decrease
___________Pricing policy tries to sell the whole market at one low price.
► Skimming
► Penetration
► Discount
► Global
tCompetitors are most likely to react when
►
Number of firms involved is small
► Product is uniform
► The buyers are well informed
The total assortment of products and services marketed by a firm is called its:
► Product line
► Master mix
► Line assortment
► Product mix
Tactical marketing planning for an organization is carried out for the ___________ term
period.
_________is caused by shortsightedness or loosing sight of underlying customer needs

by only focusing on existing needs.
_________ is introducing a new product into the market.
The___________ product includes any additional consumer service and benefit built
around the core and actual products.
________________ include convenience products, shopping products, specialty products

and unsought products.
In many companies, personal selling is the largest single operating expense.

► True
► False
Most companies today are moving away from transaction marketing, with its emphasis
on making a sale.
► True
► False
Prospecting leads is the process of identifying good ones in the product line and
screening out the poor ones.
► True
► False
More and more companies are adopting direct selling as a primary approach.
► True
► False
A competitive intelligence system helps the company to acquire and manage the
competitive information.
► True
► False
How would you define relationship marketing?
Who are Laggards?
What are the main advantages of having brand quality?
How a company might assess and respond to a competitor’s price cut?
What is the difference between advertising and publicity?
What are the objectives of internet marketing?
Pepsi Cola is a leading manufacturer of beverages around the world. In

Pakistan, Pepsi Cola is facing the challenge of competition from Amrat
Cola which has grabbed a significant market share in a short time. In order
to increase the sales, management of Amrat Cola has decided to reduce its
prices by 10%. Country Manager of Pepsi Cola has decided not to lower the
prices in response to price reduction decision of Amrat Cola. Do you think
country manager has taken right decision? In your view to what extent this
will affect the market share of Pepsi Cola?
Do SWOT analysis of pepsi cola and Amrat cola.

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

Which one of the following is termed as embargo?

Question No: 2 ( Marks: 1 ) - Please choose one

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

Question No: 12 ( Marks: 1 ) - Please choose one

NOT specific roles of the sales representative?

► Negotiating and closing the sale

Question No: 15 ( Marks: 1 ) - Please choose one

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

Question No: 20 ( Marks: 1 ) - Please choose one

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► Take title to a producer's goods

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

Question No: 22 ( Marks: 1 ) - Please choose one

► Integrates the order processing and production planning

Question No: 23 ( Marks: 1 )

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► Key channel members

► Producer, agents, wholesalers, retailers, consumers

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

► Vertical channel integration

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

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

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

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

► People's view of others

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

► Physical distribution firm

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

► Customer, cost, convenience, comfort

Question No: 43 ( Marks: 1 )

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

Identify the first step in the strategic marketing planning process?

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► A product may fit the needs of too many segments

Question No: 49 ( Marks: 1 ) - Please choose one

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Question No: 51 ( Marks: 5 )

Commerce to buyer and seller?

ANS: Benefits of E-Commerce to Buyer:

Question No: 52 W ( Marks: 10 )

ANS: SALES PROMOTION: Sales promotion is offering of short-term incentives to the

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Question No: 53 ( Marks: 10 )

Benefits offered by channel members:

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MGT301 Principles of Marketing

1. Attempt all questions. Marks are written adjacent to each question.