Program Name: ADP

Punjab College (Gojra Campus)

Course Name

Fundamentals of Marketing

Program

ADP

Exam

Mid Term

Semester

S-15

Total Points

30

Time Allowed

90 Minutes

Instructor

Muhammad Nauman Talib

Name:
Reg.No

Q .No. 1
appropriate word from the options given below.

Choose the most

(Marks 09)

1) According to the five-step model of the marketing process, the first step in
marketing is.
a) Capturing value from customers to create profit and customer equity.
b) Constructing and integrated marketing program that delivers superior value.
c) Building profitable relationship and creating customer delight.
d) Understanding the marketplace and customers needs and wants.
2) Are defined as states of felt deprivation.
a) Needs
b) Ideas
c) Demands
d) Values
3) Marketers are said to suffer from marketing myopia when they ignore underlying
cousumer needs and focus excessively on.
a) Consumers brand experiences
b) Competitors threats
c) Competitors existing wants
d) Competitors strengths
4) Dividing a market into several sections of customers is known as.
a) Mass customization.
b) Market positioning.
c) Market segmentation.
d) Value engineering.

5) Which of

the following is part of the

microenvironment of a firms marketing environment.

a) The political state of the country in which the firms exist.

b) The cultural forces that exist in a society.
c) The supplier who work with the company.
d) The technological resources available to the company.
6) Demographic, economic, natural, technological, political and cultural forces from
the __________ of an organization.
a) Supply chain.
b) Macro environment
c) Marketing intermediary network.
d) Internal environment

7) The responsibility for setting a companys mission, objectives, broad strategies,

and policies primarily lies with its.
a) Finance department.
b) Research department.
c) Top management.
d) Marketing managers.
8) _______ are distribution channel firms that help a company find customers or
make sales to them.
a) Resellers

b)

Suppliers

c) Producers
d) Logistics firms
9)

Which of the following is most likely a financial public?

a) Community organization.
b) Minority group.
c) Corporate attorney.
d) Stockholder.

10)

Which of the following is an example of a media public?

a) Community organization.
b) Minority group.
c) Television station.
d) Banking institution.

11)

The citizen-action public in a companys marketing environment include.

a) Employees and managers of the company.

b) Stockholders and investment analysts.
c) Government agencies.

d)

Environmental groups

12)
______ market consists of individuals and households that buy the goods and
services for personal use.

a) Consumer
b) Business
c) Government
d) Wholesaler

13)
______ is the process of evaluating the attractiveness of different market
segments and selecting one

Or more segment to enter.

a) Differentiation
b) Mass marketing
c) Market targeting
d) Market segmentation

14)
_______ consist of arranging for a market offering to occupy a clear, distinct
and desirable place relative to competing products in the minds of target
customers.

a) Differentiation
b) Positioning
c) Market targeting
d) Market segmentation

15)
Which of the following is the right order of the steps that a company
generally follow in designing a customer-driven market strategy?

a) Market segmentation, differentiation, positioning and market targeting.

b) Positioning, market targeting, mass marketing and market segmentation.
c) Market segmentation, market targeting, differentiation and positioning.
d) None of these.
16)
Demographic variables are the most popular basis for segmenting customer
groups because they _______.

a) Create smaller segments.

b) Create more easily accessible segments.
c) Do not involve stereotypes.
d) Are easier to measure.

17)
_______
basis for segmenting customer groups.

factors are the most popular

a) Geographic
b) Demographic
c) Lifestyles
d) Behavioral

18)
ProFem Inc. caters its line of sports apparel exclusively to women. What type
of segmentation does the company use?

a) Age and life cycle.

b) Gender
c) Behavior
d) Psychographic

19)
Which type of market segmentation is generally used by marketers who sell
products for affluent segment of a population?

a) Usage rate
b) Occasion

c)

Income

d) Benefit sought

20)
Dividing buyers into groups based on their knowledge, attitudes, uses or
response to a product is called _______ segmentation.

a) Behavioral
b) psychographic
c) Age and life cycle
d) Gender

21)
Firms that manufacture seasonal products target their consumers primarily
through _______ segmentation.

a) Psychographic
b) Demographic
c) Income
d) Occasion

23)
_______ refers to a form of product that consist of activities, benefits, or
satisfactions offered for sale that are essentially intangible.
a)
b)
c)
d)
24)

Co-brands
Line extensions
Services
Pure products
Which of the following is a pure tangible good?

a)
b) Spa-treatment
c) Financial advise
d) A meal at a restaurant

Shampoo

25)
Which of the following would be considered as a part of an augmented
product rather than that of an actual product or a core-customer value?

a) Product features
b) Warranty
c) Brand name
d) Design

26)

Which of the following type of products are generally priced the lowest?

a) Shopping products
b) Convenience products
c) Specialty products
d) Industrial products

27)
_______
products are consumer products
and services that customers buy frequently, immediately and with minimal
comparison and buying efforts.

a) Shopping
b) Specialty
c) Capital
d) Convenience

Q No. 2 Now a days product classifications help marketers focus their efforts using
consumers buying behavior. Your business can use these buying habits to design
your marketing efforts for a clearly defined target audience. Consumer products are

often
classified as convenience
goods, shopping goods, specialty products or unsought goods. Although these
classifications are named as types of products, focusing on how your customers
buy these goods equally important as you classify products and develop your
marketing campaigns. Businessmen are advised by the marketer that you should
identify what you are going to market? If you are emerging marketer then

1- What is your criteria to identify the product & services?

2- How you can classify the consumer product?
(3+4=7 Marks)

(CH#8)

Q N.3 Companies today recognize that they cannot appeal to all buyers in the
marketplace or at least not to all buyers in the same way. Buyers are too numerous,
too widely scattered, and too varied in their needs and buying practices. Moreover,
the companies themselves vary widely in their abilities to serve different segments
of the market. Instead, like P&G, a company must identify the parts of the market
that it can serve best and more profitably. It means design customer-driven
marketing strategies that built the right relationships with the right customers.
Thus, most companies have moved away from mass marketing and toward target
marketing identifying market segments, selecting one or more of them, and
developing products and marketing programs tailored to each. Now you are
launching a new product and how you can divide the whole market in to different
segments. Discuss briefly what is segmentation and types of segmentation?
(CH#7) (08 Marks)

Q N. 4 A marketing department functions in a sales environment that is impacted

by factors external to the organization and therefore beyond its control. These
factors are either macro environment or micro environment forces. Discuss in
detail micro environment and its forces?
(CH#3)
(06 Marks)