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Question No: 1 ( Marks: 1 ) - Please choose one
In a Michael Porter Model, which one of the following options is a major tool in the identification of ways to create value in an organization?
► Chain model
► The BCG model
► Five forces model
► Value chain model
Question No: 2 ( Marks: 1 ) - Please choose one
A marketing manager of a large consumer foods company is studying distribution, promotion, and price of the company's product. Marketing manager is studying which one of the following concepts?
► Marketing plan
► Marketing strategy
► Marketing mix
► Market offering
Question No: 3 ( Marks: 1 ) - Please choose one
Which one of the following options represents this statement “What place do you want your product to hold in the consumer’s mind”?
► Product
► Positioning
► Promotion
► Place
Question No: 4 ( Marks: 1 ) - Please choose one
Relationship marketing is a consistent application of up to date knowledge of individual customers to product and service design. Why it is communicated interactively to customers?
► For delivering short term value & satisfaction to customers
► For delivering long term value & satisfaction to customers
► For delivering short term value to management
► For delivering long term value to management
Question No: 5 ( Marks: 1 ) - Please choose one
An important concept in which we realize that losing a customer means losing more than a single sale. It means losing the entire stream of purchases that the customer would make over a lifetime of patronage. Which one of the following options reflects this concept?
► Net profit
► Customer lifetime value
► Relationship marketing
► Market share
Question No: 6 ( Marks: 1 ) - Please choose one
When a church targets different demographic groups to increase attendance, it is an example of which of the following options?
► Not-for-profit marketing
► Mindless marketing
► Ethics in marketing
► Societal marketing
Question No: 7 ( Marks: 1 ) - Please choose one
Airlines offer frequent flier marketing programs to build value and satisfaction into the customer relationship. Using this approach, airlines add which of the following benefits to the customer relationship?
► Social benefits
► Structural benefits
► Financial benefits
► Old age benefits
Question No: 8 ( Marks: 1 ) - Please choose one
The digital age will fundamentally change customers’ thinking of convenience, speed, price, product information and service. This new consumer thinking will affect which one of the following businesses?
► A few businesses
► Every business
► Established businesses
► Starting up businesses
Question No: 9 ( Marks: 1 ) - Please choose one
Some banks have increased their market share by offering accounts especially for children in another city. This example illustrates which of the following growth strategies?
► Market penetration
► Market development
► Horizontal diversification
► Conglomerate diversification
Question No: 10 ( Marks: 1 ) - Please choose one
Which of the following sets refers to the order or sequence of marketing management functions?
► Control – implementation – market planning
► Market planning – control – implementation
► Implementation – control – market planning
► Marketing planning – implementation - control
Question No: 11 ( Marks: 1 ) - Please choose one
Your colleague is confused about using the marketing research process. In which footstep he is feeling difficulty?
► Defining the problem
► Defining the research objectives
► Defining the problem and research objectives
► Researching a research agency to help
Question No: 12 ( Marks: 1 ) - Please choose one
Gathering secondary information is one of the steps of developing the research plan. What does the meaning of secondary information in marketing research?
► That does not currently exist in an organized form
► That already exists somewhere, having been collected for another purpose
► That the researcher can obtain through surveys and observation
► That already exists somewhere in an organized form
Question No: 13 ( Marks: 1 ) - Please choose one
Which method of research can be used to obtain information if people are unwilling or unable to provide?
► Observations
► Focus groups
► Personal interviews
► Questionnaires
Question No: 14 ( Marks: 1 ) - Please choose one
Which one of the following statements BEST characterizes marketing research?
► Research is a continuous process, providing a constant flow of information
► Research is conducted on a special-project basis
► Research is performed when routine information is required
► Research is the basis for making recurring marketing decisions
Question No: 15 ( Marks: 1 ) - Please choose one
ABC Research Group must guard against problems during the implementation phase of marketing research for its clients. Typically, management will not encounter which of these problems?
► Respondents who refuse to cooperate or give biased answers
► Interviewers who make mistakes or take shortcuts
► Interpreting and reporting the findings
► Primary data that conflict with secondary data
Question No: 16 ( Marks: 1 ) - Please choose one
Research of buying decisions by large companies to find out what they buy, where they buy, how and how much they buy refers to which one of the following buying decision?
► Market buying decision
► Consumer buying decision
► Social buying decision
► Group buying decision
Question No: 17 ( Marks: 1 ) - Please choose one
Society’s relatively permanent and ordered divisions whose members share similar values, interests and behaviors reflect which one of the following option?
► Social classes
► Habitual buyers
► Charismatic leaders
► Opinion leaders
Question No: 18 ( Marks: 1 ) - Please choose one
Which one of the following factor relates to family that influences consumer behavior?
► Cultural
► Social
► Personal
► Business
Question No: 19 ( Marks: 1 ) - Please choose one
The buying process starts from which one of the following stage in which the buyer recognizes a problem or need?
► Need recognition
► Information search
► Evaluation of alternative
► Purchase decision
Question No: 20 ( Marks: 1 ) - Please choose one
You purchase cleaning supplies for your custodial help regularly. It is showing which buying situation?
► Modified rebuy
► Straight rebuy
► Modified straight rebuy
► Consumer buy
Question No: 21 ( Marks: 1 ) - Please choose one
“A purchase in which the customer buys the same goods in the same quantity on the same terms from the same supplier” refers to which one of the following buying situations?
► New-task
► Modified rebuy
► Straight rebuy
► Negotiated
Question No: 22 ( Marks: 1 ) - Please choose one
When a company caters to clothing, cosmetics and toiletries markets, it is probably using which type of segmentation?
► Demographic
► Gender
► Behavior
► Geographic
Question No: 23 ( Marks: 1 ) - Please choose one
Mr. ABC and his staff have decided to use target marketing to reach their sales goals. Which are their three steps (in order) to target marketing?
► Market segmentation, market positioning and target marketing
► Market segmentation, target marketing and market positioning
► Market alignment, market segmentation and market positioning
► Market recognition, market preference and market insistence
Question No: 24 ( Marks: 1 ) - Please choose one
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
Question No: 25 ( Marks: 1 ) - Please choose one
Developing a product or service involves defining the benefits that it will offer. The benefits such as quality, features and design, style that are communicated and delivered comes under which of the following categories?
► Private brands
► Product attributes
► Consumer products
► Product mixes
Question No: 26 ( Marks: 1 ) - Please choose one
Marketers need to position their brands clearly in target customers’ minds. The strongest brands go beyond attributes or benefit positioning. On which of the following basis the products are positioned?
► Desirable benefit
► Good packaging
► Strong beliefs and values
► Customer image
Question No: 27 ( Marks: 1 ) - Please choose one
An organization with several product lines has which one of the following mix that consists of all the product lines and items which a particular seller offers for sale?
► Product mix
► Brand mix
► Consumer mix
► Packaging mix
Question No: 28 ( Marks: 1 ) - Please choose one
With what groups do firms conduct concept testing for new products?
► Suppliers
► Employees
► Target customers
► Focus groups
Question No: 29 ( Marks: 1 ) - Please choose one
After concept testing, a firm would engage in which stage for developing and marketing a new product?
► Marketing strategy development
► Business analysis
► Product development
► Test marketing
Question No: 30 ( Marks: 1 ) - Please choose one
If the company’s sales are slow down, and profits level off or decline. At which stage the company has reached?
► Introduction
► Decline
► Growth
► Maturity
Question No: 31 ( Marks: 1 ) - Please choose one
Which of the following marketing mix activity is most closely associated with newsletters, catalogues and invitations to organization-sponsored events?
► Pricing
► Promotion
► Distribution
► Product
Question No: 32 ( Marks: 1 ) - Please choose one
Three main strategies for intensive growth are market penetration, product development and ______________.
► Product improvement
► Market saturation
► Market growth
► Market development
Question No: 33 ( Marks: 1 ) - Please choose one
Buying goods and services for further processing or for use in the production process refers to which of the following markets?
► Consumer markets
► Government markets
► Business markets
► International markets
Question No: 34 ( Marks: 1 ) - Please choose one
Which one of the following factor does not affect the economic environment of organizations?
► Donation to hospital
► Exchange rate
► Value added tax
► Disposable income
Question No: 35 ( Marks: 1 ) - Please choose one
Which one of the following are the MOST useful source of speedier and more comprehensive information?
► Suppliers
► Key customers
► Company reports
► Sales force
Question No: 36 ( Marks: 1 ) - Please choose one
Which one of the following steps in the marketing research process deals in "defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings"?
► Developing the research budget
► Choosing the research agency
► Choosing the research method
► Developing the research plan
Question No: 37 ( Marks: 1 ) - Please choose one
Which one of the following sets represents 4 C’s of the marketing mix?
► Customer solution, cost, convenience, communication
► Customer, cost, convenience, comfort
► Convenience, communication, coverage, cost
► Cost, coverage, communication, consultancy
Question No: 38 ( Marks: 1 ) - Please choose one
Chimney Sweeps employs people to clean fireplaces and chimneys in homes and apartments. The firm is primarily the marketer of which one of the following?
► An image
► A service
► A good
► An idea
Question No: 39 ( Marks: 1 ) - Please choose one
In BCG matrix, which one of the following SBUs finances the company’s question marks and stars?
► Dogs
► Stars
► Cash cows
► Question marks
Note: Confusing question has no clear dimension
Question No: 40 ( Marks: 1 ) - Please choose one
Environmental groups are one kind of which of the following publics?
► Citizen-action publics
► Media publics
► Government publics
► Local publics
Question No: 41 ( Marks: 10 )
Trend analysts labeled the specific areas of concern regarding natural environment. Identify those trends in the firm’s natural environments.
Answer:
The NATURAL ENVIORNMENT involves natural resources that are needed as input by marketers or that are affected by marketing activities.
Trend analysts have labeled the following specific areas of concern regarding natural environment.
1) Storage of Raw material.
Raw materials are very important in natural environment and the resources like air, water, wood products have been effected and damaged by industries. For example non renewable as oil, coal and various minerals have been seriously depleted during industrial expansion. Foresighted companies are becoming environmentally friendly and are producing environmentally safe and recycleable or biodegradeable goods. The public response to these companies is encouraging however lack of adequate funding specially in third world countries is major barrier.
2) Increased population;
Increased population posed different threats and is a word wide problem and damage the industry in many ways.
3) Government interventions.
Gonverment has caused enviormental concern to be more practical and necessary in business and industry. Government can server the role of leader to support this and government can also apply punishment schemes that go against this. Government has greater role.
4) Enviornmental sustainable strategies:
Maximum efforts should be done by companies to develop and implement enviormental sustainable strategies. One good example is GREEN EFFECT/MOVMENT .The so called green movement has encouraged or even require that firms build strategies that are not only enviormental friendly and also they should be enviormentally proactive. Firms are now watching the links between healthy environment and healthy economy.
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