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    Marketing Management

    1. Demographic variables commonly used for segment are.

    Age and stage of life cycle; Gender; marital status.

    2. A push strategy is a must for high involvement products.

    False

    3. This concept is extremely useful when devising a pricing and value communication strategy.

    Market segmentation

    4. The conditions under which the market penetration pricing strategy may work are?

    product is not truly innovative, upgrade version of an existing product, large proved market for the product and several competitors are waiting in the wings to launch their versions of the product.

    5. Temps

    part time employees

    6. Physical evidence

    External signanes

    7. When the brands need to be repositioned it is not necessary for marketing mix elements to undergo a change.

    False.

    8. Decision to buy a component

    Decision maker

    9. Gives an idea of a product or service Initiator Need of extensive education & assistance

    Extensive problem solving

    10. Pester power

    Influencers

    11. Push Strategy

    Me too Products

    12. Channel conflict

    Inequitable relationship

    13. Pull strategy

    Differentiated image products

    14. Channel power

    Control behaviour of channel members

    15. Automobile manufacturer

    degree of globalization

    16. Oil, steel, cement

    Oligopoly

    17. Monopolistic competence

    FMCG Product

     

    18. Markets by locations, regions, city size and climatic conditions

    Geographic segementation

    19. Commodities markets are examples of ……….

    pure competition.

    20. Adoption

    The consumer decides to acquire the innovation and make regular use of the product.

    21. The external environment of an organization can be analyzed by conducting a P.E.S.T analysis Core competence does not diminish with use.

    True.

    22. It is the driving force within individuals that impels them to action

    Motivation

    23. The goal of ……………….. is to better understand the threats and opportunities created by the variables and how strategic plans need to be adjusted so the firm can-obtain and retain competitive advantage

    environmental scanning

    24. It is attitudes toward right and wrong.

    Values

    25. It is possible that thebrand may have gone into decline even though the product category is in the growth phase.

    True.

    26. consolidation is brought about by ……..

    innovation

    27. Various survey and statistical techniques are

    multi dimensional scaling,factor analysis,conjoint analysis

    28. Which of the following Is the level at which the products primary characteristics operate

    Performance Quality

    29. ……….. it is the art of asking consumers if they would like to receive a targeted e-mail ad, promotion or message before it appears in their inbox.

    ‘permission marketing’

    30. Factors stated can be used as checks to understand the price competitiveness of the industry are.

    cost structure, product perish ability, number and diversity of competitor

    31. business cycle indirectly influences consumer spending

    False

    32. To the customer, everything that a company, promises, does and does not do is the product.

    True.

    33. …….. include a detailed operational review of each functional area

    Performance Analyses

    34. it involves falsifying a part of the question or the entire questionnaire

    Cheating

    35. demand is when there is a substantial change in the quantity demanded resulting from a price increase or decrease

    Elastic

    36. The three components of a products positioning strategy are.

    The target market.
    The benefit to be communicated.
    Point of differentiation vis-a-vis competitors.

    37. which of the following means performing or having control over the performance of many activities related to an existing product, inhouse

    integrative vertical growth

    38. Marketer needs to think through five different levels of the product

    TRUE

    39. the prevailing way of doing business with consumers was through ………

    mass marketing

    40. the is the most critical to achieving the company’s strategic goals.

    True.

    41. intrinsic qualities of an individual are

    motivations, personality, perceptions

    42. A ……. is an external stimulus that directs consumer drives towards specific products, when they are consistent with consumer expectations.

    cue

    43. When a consumer purchases a product for the first time and buys a small quantity, this purchase is called

    trial

    44. The basic objective of ……….. research is to provide insights and understanding

    exploratory

    45. It is The degree to which potential consumers feel a new product is consistent with their needs, values and practices

    Compatibility

    46. Niche markets are very profitable segments despite their size.

    True

    47. Brands serve to reduce the risks in product decisions.

    True.

    48. If the service is not delivered right the first time then companies must provide for effective service ……….

    Recovery

    49. What are the stages in new product development?

    Idea screening , Market testing , Commercialisation

    50. Between the two levels of market minimum and market potential exists the opportunity for the company to stimulate the market demand

    TRUE

    51. Intensive distribution is a type of distribution aimed at maximum market coverage

    TRUE

    52. It is a measure of the leverage between a firm’s sales volume and its profit

    percentage contribution margin

    53. Market Research specific to marketing communications is a vital element of developing a communications plan.

    True.

    54. This means that services are simultaneously produced and consumed and cannot be inventoried

    Perishability

    55. …….. are new product offerings in existing categories

    New product lines

    56. which of the following refers to the degree to which a new product is capable of being tried on a limited basis

    Trialability

    57. What are the different types of Vertical Marketing Systems

    Corporate, b) Administered, c) Contractual

    58. Major reason for success for new product is ……… Product

    Superior

    59. The trend of Non-Branch-Service Delivery in banking started with the growing popularity of ……….

    electronic fund transfer

    60. BASES FOR market SEGMENTATION

    geographic, demographic, psychological

    61. Psychology

    study of an individual

    62. social psychology

    study of how an individual operates in groups

    63. anthropology

    influence of society on groups

    64. sociology

    study of groups

    Personal Selling is direct personal contact between a sales representative and one or more prospective buyers, to influence the buyer in a purchase situation

    65. ……….. can thus also be molded or influenced by marketers through repetitive exposure.

    Perception

    66. mass marketing has still its relevance in underdeveloped and developing economies

    TRUE

    67. It is a narrowly defined group of customers seeking a highly distinctive and unique solution

    Niche

    68. following are the types of conclusive research

    survey research, behavioural data, experimental

    69. Market with significant market share are called ………. Market

    fragmented

    70. In this stage The consumer is stimulated to seek information about the innovation

    Interest

    71. ……… is a service firm sponsored retailer franchise

    Hertz

    72. Nokia alliance with hcl infosystems is an example of

    Horizontal Marketing Systems

    73. the challenges that companies face in the early growth stage are different from the challenges that companies face in the latter part of the growth stage

    FALSE

    74. Related ……… means an entry into product markets, where there are synergies With existing businesses

    diversification

    75. Two countries with the same per capita income levels may have dramatically different distributions of income

    TRUE

    76. personal selling positions the brand at the desired slot in the consumer’s mind

    FALSE

    77. ………. are usually higher estimates of sales forecasts

    Sales targets

    78. characteristics of conclusive research are

    formal, structure

    79. It is only companies that aim to achieve a strategic position in the industry that can create sustainable product differentiation

    TRUE


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