Seat No:______________ Enrollment No:______________

FACULTY OF MANAGEMENT STUDIES

MODEL QUESTION PAPER – MARKETING MANAGEMENT

Important information: The question paper contains first question – MCQ Type, second question – Answer in One line.
Question Paper Setter is requested to fill the answers in the ANSWER KEY section of this template.

Q.1 Multiple Choice Questions (1 Mark each, attempt any 30 out of 40 questions) (30 Marks)

1. A market survey is required for which of the following strategies?

(a) Marketing (b) Price
(c) Product (d) All of the above
2. Customization means
(a) Tailor made product for each customer (b) Tailor made product for each staff
(c)A selling process (d) Contacting each customer for marketing
3. Segmentation can be done on the basis of
(a) Demographics (b) Life style
(c) Only “a” (d) Both “a” and “b”
4. A target group means
(a) A group of all customers (b) A group of all consumers
(c) A group of Buyers (d) A group of buyers to whom sales should be
focused.
5. Direct marketing means
(a) Advertising (b) Banners
(c) Selling by staff (d) Fact-to-face selling
6. Holistic marketing aims at
(a)Increasing Sales Volumes (b)Increasing salesperson effectiveness
(c) Increasing Profitability (d) All of the above
7. Market plan is
(a)Selling process (b) Planning for promotions
(c)Business document for marketing strategies (d) Annual Budget
8. Marketing communications can contribute to brand equity by establishing the brand in memory and
(a) Creating Interest (b) Creating Demand
(c) Communicating Quality (d) Creating Brand Image
9. Which of the following is not a part of marketing communications mix
(a)Personal Selling (b) Promotions
(c) Packaging (d) Advertising
10. ________ is the act of designing the company’s offering and image to occupy a distinctive place in the
minds of the target market.
(a) Segmenting (b) targetting
(c) Positioning (d) Focusing
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11. ________ communicates to the market the company’s intended value positioning of its product or brand.
(a) Product (b) Price
(c) Packaging (d) Promotion
12. The heart of Internal data base system is
(a)Database (b)Asset acquisition system
(c)Order to payment cycle (d)Service records
13.. Holistic marketers achieve profitable growth by expanding customer share, ________, and
capturing customer lifetime value.
(a) undermining competitive competencies (b) building customer loyalty
(c) milking the market for product desires (d) renewing a customer base
14. ________ provide diagnostic information about how and why we observe certain effects in the
marketplace, and what that means to marketers.
(a) Marketing insights (b) Marketing metrics
(c) Marketing diagnostics (d) Marketing intelligence
15. Total customer benefit is the perceived monetary value of the product, and ________ benefits
customers expect from a given market offering.
(a) psychological (b) intangible
(c) realized (d) fabricated
16. ________ is the study of how individuals, groups, and organizations select, buy, use, and
dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
(a) Target marketing (b) Psychographic segmentation
(c) Psychology (d) Consumer behavior
17. Social classes show distinct product and brand preferences in all the following areas
EXCEPT ________.
(a) clothing (b) fast food
(c) leisure activities (d) automobiles
18.. ________ marketing creates the largest potential market, which leads to the lowest
costs,which in turn can lead to lower prices or higher margins.
(a) niche (b) mass
(c) macro (d) differentiated
19. A ________ consists of a group of customers who share a similar set of needs and wants.
(a) market target (b) market group
(c) market slice (d) market segment
20. Which of the following cannot be achieved by marketing communications?
(a) Enhancing Brand Performance (b) Enhancing Brand Image
(c) Creating brand awareness (d) Eliciting positive responses
21. The last price paid, competitors’ prices, and the expected future price all serve as customer ________.
(a) Given Prices (b) Reference Prices
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 (c) Threshold Price (d) Effective Price
22. Marketing communications are the means by which firms attempt to ________, persuade, and
remind consumers about the products and brands that they sell.
(a)Inform (b)Reach
(c)Attract (d)Interest
23. The marketing communications mix consists of eight major modes of communications. Which of
the following is NOT one of these modes?
(a) Personal selling (b) Direct marketing
(c) Sales promotions (d) Packaging
24. Anything that causes the consumer to notice and pay attention to the brand can ________ brand
awareness.
(a) decrease (b) increase
(c) effect (d) affect
25. Which of the following would be an example of a pure service?
(a) Insurance (b) Airlines
(c) Car dealer (d) Copier company
26. Services depend on who provides them and when and where they are provided. They are
highly________.
(a) suspect (b) variable
(c) consistent (d) substandard
27. Many consumers use price as an indicator of ________.
(a)Status (b)Quality
(c)Ability (d)Capability
28. Which of the following is not a step in the pricing process?
(a) Determining demand (b) Selecting the pricing objective
(c) Researching reference prices in the target (d) Selecting a pricing method
market
29. In market-penetration pricing, the company’s objective is to ________, believing that higher sales
volume will lead to lower unit costs and higher long-run profits.
(a) block competitive launches (b) maximize their market share
(c) minimize their market share (d) maximize volume
30. To maximize market share, a firm may use _____________ pricing, which is based on the theory that as
sales volume increases, unit costs will decrease.

(a) market-penetration (b) market-skimming

(c) value pricing (d) demand pricing

31. If demand hardly changes with a small change in price, we say that the demand is ________.

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 (a) equal (b) marginal

(c) inelastic (d) elastic

32. Fewer than ________ of all new products are truly innovative and new to the world.

(a) 30% to 35% (b) 20%

(c) 10% to 15% (d) 25%

33. Most new-product activity is devoted to ________ existing products.

(a) improving (b) coordinating

(c) distributing (d) pricing

34. One of the reasons new products can fail is________.

(a) low development cost (b) government regulations

(c) poor packaging (d) ignored or misinterpreted market

research

35. The number-one success factor for new products is ________.

(a) product uniqueness and superiority (b) a marketing department that has
expertise in new products

(c) a firm with deep pockets (d) a tight marketing budget

36. The business attractiveness of a proposal is dependent on ________.

(a) sales projections (b) cost projections

(c) profit projections (d) all of the above

37. During market segmentation analysis, the marketer identifies which segments present the greatest
opportunity. These segments are called ________.

(a) target markets (b) primary markets

(c) tertiary markets (d) demographic markets

38. ________ reflects a customer’s judgment of a product’s performance in relation to his or her
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 expectations.

(a) Loyalty (b) Satisfaction

(c) Value (d) Expectations

39. ________ includes all the actual and potential rival offerings and substitutes that a buyer might
consider.

(a) Competition (b) The product offering

(c) A value proposition (d) The supply chain

40. Managers of ________-oriented businesses concentrate on achieving high production efficiency,

low costs, and mass distribution.

(a) selling (b) product

(c) production (d) marketing

Q.2 Answer in One line. (1 Mark each, attempt any 30 out of 40 questions) (30 Marks)

41. What is niche marketing?

42. What is geodemographic segmentation?
43. What is diversification?
44. What does SBU expand to?
45. In business markets who is a gatekeeper?
46. What is a Straight Rebuy?
47. What is category membership?
48. What type of competition is between Mutual Fund and Holiday Package?
49. What are the elements of promotion mix?
50. What is flank attack?
51. What is point of parity?
52. What is point of differentiation?
53. Why is sales growth very low in the maturity stage of PLC?
54. What is acceleration effect in business markets?
55. Who are initiators in business markets?
56. What is proposal solicitation?
57. Who is a market challenger?
58. Who is a market nicher?

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59 What is preemptive defense?
60. What is mobile defense?
61. Who is a counterfeiter?
62. According to VALS System, what is the group called which is motivated by knowledge but is low on
resources?
63. What is a fad?
64. What is style?
65. What does positive brand equity mean?
66. According to Brandasset Valuator model, what constitutes brand stature?
67. According to Brandasset Valuator model, what constitutes brand strength?
68. What is the first step in brand building according to the CBBE Pyramid model?
69. What is other name for CBBE Pyramid model of Brand Equity?
70. What do you mean by transferability of a brand element?
71. What do you mean by adaptability of a brand element.
72. What are reference groups?
73. What are secondary membership groups?
74. What are aspirational groups?
75. Who is an opinion leader?
76. What is family of procreation?
77. What is family of orientation?
78. What are hybrid channels?
79. What is a zero level channel?
80. What is a private label?

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