Marketing Assign 1 PDF

Take Test: MBCM771D-Marketing Management-Jan 20-Assignment1 &...
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Sem1.Marketing
Management
Take Test: MBCM771D-Marketing Management-Jan 20-

Assignment1
Test Information
Description MBCM771D-Marketing Management-Assignment-1
Instructions Center for Continuing Education - UPES

MBCM771D-Marketing Management
Assignment 1
Total Questions: 63
Total Marks: 100
Assignment Information :
The examination will consist of only Objective type (multiple choice) questions requiring candidates to
Mouse-click their correct choice of alternatives against the related question number. The questions would
carry 1 to 5 marks each depending on the difficulty level of the question as indicated in the table below:
Difficulty Level of Questions:
1 Mark - Direct, Memory based

2 Marks - Memory & Conceptual
3 Marks - Conceptual & Analytical
4 Marks - Analytical based on understanding of concepts
5 Marks - Application based on understanding of concepts
The question paper will be for 100 marks and considering marks allotted to each question, the
total number of questions would be around 63.
There will not be negative marking for wrong answers.
In case candidate does not want to attempt the question he I she should not mouse-click any
option.
The students are allowed to save the responses and come back later to resume, complete and
"Save and Submit" the assignment. However, if the Due Date has expired, then the assignment will
not be accessible and will be marked as zero. In such cases, the student can re-attempt the
assignment allocated after enrolling in the subsequent Semester.
Once submitted, that answer sheet cannot be retreieved for any editing. The student has to initiate
a new attempt (if allowed), if he has submitted the assignment by mistake.
The students are normally allowed 3 chances to attempt and submit the assignment. The number
of attempts availed is displayed under the "Test Information".
The Highest Grade of the 3 attempts shall be considered for grading.
The assignments are auto evaluated, and hence no chance of re-evaluation/re-totalling is allowed
to the student.
Multiple This Test allows 3 attempts. This is attempt number 1.

Attempts
Force This Test can be saved and resumed later.
Completion
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Take Test: MBCM771D-Marketing Management-Jan 20-Assignment1 &... 11/05/20, 8:04 PM
Question Completion Status:
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18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34
35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51
52 53 54 55 56 57 58 59 60 61 62 63
QUESTION 1 4 points Saved
A marketer focuses on several commonalities among all consumers. This marketer appears
to be engaging in ________.
differentiated marketing
undifferentiated
Click Save and Submitmarketing
to save and submit. Click Save All Answers to save all answers.
segmented marketing
concentrated marketing
mass customization Save All Answers Save and Su
Which of the following marketing management orientations focuses primarily on improving

efficiencies along the supply chain?
production concept
product concept
selling concept
marketing concept
social marketing concept
The advantages of standardizing an international product include all of the following

EXCEPT
the development of a consistent image
lower product design costs
the adaptation of products to different markets
decreased manufacturing costs
lower marketing costs
Modern marketing departments are arranged in the following ways, EXCEPT which one?
functional organization
geographic organization
product management organization
market management organization
strategic management organization
Using customer profitability analysis to weed out unprofitable customers and target winning
ones for pampering is referred to as ________.
customer relationship management
positioning
database marketing
selective relationship management
marketing myopia
Which of the following most likely explains why companies are adopting the team selling
approach to service large, complex accounts?
Products have become too complicated for one salesperson to support.
Customers prefer dealing with many salespeople rather than one sales representative
Salespeople prefer working in groups because of the opportunity for flex hours and job
sharing.
A group of salespeople assigned to one account is cost effective for corporations.
Fewer skilled salespeople are working in the high-tech industry.
your firm is attempting to divide up the total market to determine the best segments it can
serve. Which is the correct order of doing so?
market segmentation, target marketing, market positioning
target marketing, market positioning, market segmentation
market positioning, market segmentation, target marketing
market segmentation, market positioning, target marketing
mass marketing, demographic segmentation, psychographic segmentation
Which of the following is the lowest level on which marketers can position their brands in
target customers' minds?
interactive marketing
internal marketing
product attributes
strong beliefs and values
added service
The major influences on the buying process at General Aeronautics include company
policies and systems, technological change, and economic developments. The types of
influences on the buying process in this scenario are most accurately categorized as
________ and ________.
individual; environmental
organizational; interpersonal
individual; organizational
environmental; interpersonal
organizational; environmental
Of the following, which is the most important concept of modern marketing?

customer relationship management
societal marketing
consumer-generated marketing
properly trained salespeople
low prices
Which of the following is NOT a major category in a company's promotion mix?

sales promotion
strategic positioning
direct marketing
public relations
advertising
If demand hardly changes with a small change in price, we say the demand is
variable
inelastic
value-based
at break-even pricing
market penetrating
Why do stores cluster together?

to decrease competition
to increase their customer pulling power
to take advantage of tax breaks
to create retailer cooperatives
to standardize the service mix
Integrated marketing communications require a company's mass-market advertisements,

Web site, e-mail, and personal selling communications to all have
equal portions of the advertising budget
independent communications directors
separate marketing objectives
the same target audience
the same message, look, and feel
Which of the following types of retailers is most likely to practice everyday low pricing
(EDLP)?
discount stores
convenience stores
category killers
limited-service retailers
department stores
Mail-order, phone, and online shopping are all examples of

the wheel-of-retailing concept
nonstore retailing
off-price retailing
full-service retailing
wholesaling
SRAC is the acronym for which concept related to costs at different levels of production?
strategic reasoning and costs
short-run accounting costs
short-run average cost
strategic rights and company
strategic revenues and costs
Federal legislation on price-fixing requires that sellers set their prices

based on their fixed and variable costs
without communication from competitors
to achieve a specific profit margin
without the intention of cutting into competitors' profits
consistently throughout a region
Secondary data are ________.

collected mostly via surveys
expensive to obtain
never purchased from outside suppliers
always necessary to support primary data
not always very usable
Moral appeals are directed to the audience's sense of what is right and
proper
affordable
traditional
positive
emotional
What is the term used to describe the idea that will be communicated to consumers
through an advertisement?
advertising appeal
message strategy
consumer-generated message
creative concept
message execution
In industrial markets, ________ typically has the final say in setting the pricing objectives
and policies of a company.
the sales manager
top management
the production manager
the finance manager
the pricing department
Despite the data glut that marketing managers receive, they frequently complain that they
lack ________.
enough information of the right kind
timely information
accurate information
reliable information
valid information
Because of ________, a company cannot make its product illegally similar to a competitor's
already established product.
anti-monopoly laws
patent laws
the Consumer Product Safety Act
product warranties
product liability
________ is defined as the use of commercial marketing concepts and tools in programs
designed to influence individuals' behavior to improve their well being and that of society.
Unsought product marketing
Internal marketing
Social marketing
Product line
Interactive marketing
Which group determines a product's position relative to competing products?
manufacturers
wholesalers
retailers
consumers
suppliers
Some consumers worry that they will be affected by marketing messages without even
knowing it. They are concerned about ________ advertising.
alternative evaluation
subliminal
perceptual
innovative
comparative
Which type of research would be best suited for identifying which demographic groups
prefer diet soft drinks and why they have this preference?
exploratory
descriptive
causal
experimental
secondary
The demand for many business goods and services tends to change more, and more
quickly, than the demand for consumer goods and services does. This is referred to as
________ demand.
fluctuating
derived
inelastic
elastic
supplier
It is common for international marketers to ________ their channel strategies for each
country.
extend
adapt
restrict
seek approval for
eliminate
A(n) ________ brings buyers and sellers together and assists in negotiations.
agent
broker
retailer
wholesaler
retail convergence
________ refers to the unique psychological characteristics that lead to relatively consistent
and lasting responses to one's own environment. It is usually described in traits such as
self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and
aggressiveness.
Alternative evaluation
Belief
Culture
Personality
Self-awareness
These are sometimes several stores grouped together. These stores offer prices as low as
40 percent below retail on a wide range of mostly surplus, discounted, or irregular items.
Category killers
Factory outlets
Specialty stores
Superstores
Power centers
Which of the following involves evaluating each market segment's attractiveness and
selecting one or more segments to enter?
market segmentation
differentiation
market targeting
the market mix
positioning
With product bundle pricing, sellers can combine several products and offer the bundle
as a working unit
at a reduced price
as a complete self-service package
as a reward to loyal customers
as segmented pricing
A ________ involves the use of a successful brand name to launch new or modified
products in a new category.
line extension
product line
brand extension
private brand
brand symbol
After the purchase of a product, consumers will be either satisfied or dissatisfied and
engage in ________.
need recognition
alternative evaluation
postpurchase behavior
product expectations
information searches
________ are society's relatively permanent and ordered divisions whose members share
similar values, interests, and behaviors.
Social classes
Cultures
Reference groups
Attitudes
Lifestyles
A(n) ________ is the set of actual and potential buyers of a product.

market
audience
group
segment
exchange
In the internationalization process, most firms work with an independent agent and enter a
nearby or similar country.
True
False
Which of the following is the process of the buying center deciding on the best product
characteristics?
value analysis
general need description
marketing myopia
purchase order
product specification
The final step in the marketing process is ________.

capturing value from customers
creating customer loyalty
creating customer lifetime value

understanding the marketplace
designing a customer-driven marketing strategy
What calls for testing new-product concepts with groups of target consumers?
Concept development
Concept testing
Idea generation
Idea screening
Test marketing
________ involves designing and producing the container or wrapper for a product.
Packaging
Product line
Service
Branding
Labeling
When a company charges the same rate to ship a product anywhere in the United States, it
is using which form of geographic pricing?
F.O.B. delivered
F.O.B. factory
F.O.B. origin
uniform delivered
basing-point
Salespeople should be trained to recognize ________ signals from the buyer, which can
include physical actions such as leaning forward and nodding or asking questions about
prices and credit terms.
qualifying
approach
objection
closing
follow-up
A company can increase its business in four ways. Which is NOT one of these ways?
It can add new product lines, thus widening its product mix.
It can lengthen its existing product lines.
It can add more versions of each product and thus deepen its product mix.
It can discontinue some of its lines.
It can increase the consistency of its product mix.
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Most large companies research ________ buying decisions to find out what they buy, where
they buy, how and how much they buy, when they buy, and why they buy.
market
permanent
consumer
social
group
A product is a key element in the ________. At one extreme, it may consist of pure tangible
goods or at the other extreme, pure services.
market offering
brand equity
brand extension
co-branding
value chain
Workers, managers, and members of the board are all part of a company's ________ public.
general
internal
local
intermediary
market
Members of a company's ________ conduct business from their offices using telephones,
e-mails, or visits from prospective buyers to generate sales.
outside sales force
inside sales force
complex sales force
customer sales force
product sales force
Advertising ________ define the task that advertising must accomplish with a specific target
audience during a specific period of time.
objectives
budgets
strategies
campaigns
evaluations
In routine buying situations, which members of the buying center have formal or informal
power to select or approve the final suppliers?
users
influencers
gatekeepers
deciders
buyers
A ________ consists of all the product lines and items that a particular seller offers for sale.
product mix
brand line
consumer mix
packaging mix
line extension
If demand changes greatly with a small change in price, we say the demand is
variable
inelastic
value-based
elastic
fixed
A ________ is defined as any group that has an actual or potential interest in, or impact on,
an organization's ability to achieve its objectives.
team
competitor
market
public
intermediary
Which of the following is the set of benefits a company promises to deliver the customer to
satisfy their needs?
a money-back guarantee
low pricing
customer service
a value proposition
an attribute
Manufacturers must comply with specific laws regarding

price structures
product quality and safety
product placement
distribution channels
product life cycles
________ is the act of obtaining a desired object from someone by offering something in
return.
A value proposition
Exchange
Bribery
Value creation
Donation
At the very least, the ________ identifies the product or brand. It might also describe
several things about the product and promote the brand.
line extension
social marketing
label
specialty product
package
When Pacific Fisheries groups its customers as countries by regions such as Asia,
Australia, or New Zealand, it is using which segmenting base?
economic factors
political and legal factors
geographic location
benefits sought
demographics
New product development starts with

idea generation
idea screening
concept development
concept testing
test marketing
Which of the following capital items is NOT considered accessory equipment?

buildings
hand tools
lift trucks
desks
chairs

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Take Test: MBCM771D-Marketing Management-Jan 20-Assignment1 &...

My Institution Courses Community Services

H My Assignments. Take Test: MBCM771D-Marketing Management-Jan 20-Assignment1 ?

Take Test: MBCM771D-Marketing Management-Jan 20-

Instructions Center for Continuing Education - UPES

Difficulty Level of Questions:

1 Mark - Direct, Memory based

Multiple This Test allows 3 attempts. This is attempt number 1.

Question Completion Status:

QUESTION 1 4 points Saved

QUESTION 2 4 points Saved

Which of the following marketing management orientations focuses primarily on improving

QUESTION 3 4 points Saved

The advantages of standardizing an international product include all of the following

QUESTION 4 4 points Saved

strategic management organization

QUESTION 5 4 points Saved

QUESTION 6 3 points Saved

QUESTION 7 3 points Saved

QUESTION 8 3 points Saved

QUESTION 9 3 points Saved

QUESTION 10 2 points Saved

Of the following, which is the most important concept of modern marketing?

QUESTION 11 2 points Saved

Which of the following is NOT a major category in a company's promotion mix?

QUESTION 12 2 points Saved

QUESTION 13 2 points Saved

Why do stores cluster together?

QUESTION 14 2 points Saved

Integrated marketing communications require a company's mass-market advertisements,

QUESTION 15 2 points Saved

QUESTION 16 2 points Saved

Mail-order, phone, and online shopping are all examples of

QUESTION 17 2 points Saved

QUESTION 18 2 points Saved

Federal legislation on price-fixing requires that sellers set their prices

QUESTION 19 2 points Saved

Secondary data are ________.

QUESTION 20 2 points Saved

QUESTION 21 2 points Saved

QUESTION 22 2 points Saved

QUESTION 23 2 points Saved

QUESTION 24 1 points Saved

QUESTION 25 1 points Saved

QUESTION 26 1 points Saved

Which group determines a product's position relative to competing products?

QUESTION 27 1 points Saved

QUESTION 28 1 points Saved

QUESTION 29 1 points Saved

QUESTION 30 1 points Saved

QUESTION 31 1 points Saved

QUESTION 32 1 points Saved

QUESTION 33 1 points Saved

QUESTION 34 1 points Saved

QUESTION 35 1 points Saved

QUESTION 36 1 points Saved

QUESTION 37 1 points Saved

QUESTION 38 1 points Saved

QUESTION 39 1 points Saved

A(n) ________ is the set of actual and potential buyers of a product.

QUESTION 40 1 points Saved

QUESTION 41 1 points Saved

QUESTION 42 1 points Saved