SCDL

Program Name: PGDBA

Subject: Marketing Management
Assessment Name: MM - Exam
Weightage: 70
Total Marks: 70
Duration: 60 mins

Instructions (Start of Assessment):

Marks: 70

Time: 60 Minutes i.e. 1 Hour

No Negative Marking

Breaks are not allowed

1) Companies need to protect market share of :BLANK - and protect market leadership
(2)
1] Question marks
2] Cash cows
3] Stars
4] Dogs

2) Reference groups are subsets of our :BLANK -- and have close relationship with our own set of values and
beliefs.
(2)
1] Culture
2] Sub cultures
3] Attitude
4] Perception

3) Match the Following

(4)
1] Basis of segmentation for mutual funds 1] Investment goals
2] Basis of segmentation for life insurance 2] Life stage of buyers
3] Income levels

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3] Basis of segmentation for credit cards 4] Age

4] Basis of segmentation for clothes 5] Marital status
6] Population density

4) Match the Following

(4)
1] Positioning on specific product features 1] the "coolest" refrigerator
2] Claiming to be best in class on a given 2] Mac Donald's' operational excellence in fast foods
benefit category
3] Positioning on specific usage occasions 3] Allen Sully
4] Positioning on specific usage types. 4] Keo Karpin
5] Parachute oil
6] Peter England shirts

5) :BLANK - pricing approach is product driven.

(2)
1] Value based
2] Cost based
3] Relationship
4] Competitive

6) A buyer's :BLANK depends on his expectation about future prices.

(2)
1] Cost price
2] Reference price
3] Selling price
4] Fixed price

7) In :BLANK markets , absolute size of the expenditure is the consideration.

(2)
1] Business
2] Consumer
3] Competitive
4] Monopoly

8) In order to have a long term vision, the companies must have the following abilities
(4)
1] What are they manufacturing
2] Understanding the nature of Business
3] There is no need to go in for a modification
4] Is this a solution to the customer's

9) The basic requirements that the customer is looking in a product before he actually buys is
(4)
1] Delivery and installation
2] After sales and service
3] Good performance
4] No colour choices

10) Share of the wallet competition is not important during recession cycle.

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(2)
1] True
2] False

11) Person reality is total common phenomenon.

(2)
1] True
2] False

12) Motivation is the driving force within individual that implies them to action .
(2)
1] True
2] False

13) Name the important variables in a raw material

(4)
1] Service
2] Quality
3] Price
4] Stock house

14) Television is very rarely used as the lead medium for a campaign.
(2)
1] True
2] False

15) Match the Following

(4)
1] Friday Dressing 1] Allen Solley
2] Geman engineering 2] Cultural Symbols
3] Dress down 3] Friday Dressing
4] 7-Up 4] Product Through Dissociation
5] Van Hussain
6] Wills

16) Match the Following

(4)
1] End To end Customers 1] Value added Services
2] Sale promotion offers 2] External Marketing
3] New task 3] New Security system
4] Modify rebuy 4] Modify product specifications
5] Logistic control
6] westernised culture

17) Selective distribution is aimed at making the product available to select dealers and retailers in territory
(2)
1] True
2] False

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18) How could the major errors of positioning be avoided

(4)
1] Buyer should be given a clear idea of the brand
2] Buyer should have a broader image of the brand
3] Buyer should have a clarity of the brand & its creditability
4] The company has made too many claims or has frequently changed

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