Marketing Management (MKTG601)-Semester I

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AMITY (Assignment)  MBA  Semester 1

Question 1. The buying process begins when the buyer recognizes a _________.

a. a salesperson from a previous visit

 b. problem or need

 c. an advertisement for the product

 d. Product

Question 2. ________ can be conducted electronically, with buyer and seller seeing each other on their computer screens in real time.

 a. Personal selling

 b. Public relations

 c. Mass marketing

 d. Advertising

Question 3. Which of the following is a “key player” in the marketing industry?

 a. marketer

 b. suppliers or vendors

 c. All of these

 d. distributors or retailers

Question 4. A transaction usually involves ________.

 a. All of these

 b. at least two parties where each party has something that might be of value to the other party

 c. each party is capable of communication and delivery

 d. each party is free to accept or reject the exchange offer

Question 5. Marketing is considered as both an “art” and a “science”—there is constant tension between the formulated side of marketing and the ________ side

 a. management

 b. creative

 c. forecasting

 d. selling

Question 6. The MOST formal definition of marketing is ________.

 a. identifying and meeting human and social needs

 b. the 4Ps (Product, Price, Place, Promotion)

 c. meeting needs profitably

 d. an organizational function and a set of processes for creating, communicating, and delivering, value to customers, and for managing customer relationships in ways that benefit the organization and its stake holders.

Question 7. Good marketing is a result of careful planning and ________.

 a. selling

 b. research

 c. execution

 d. strategies

Question 8. Which of the following is a type of factor in a company’s macroenvironment?

 a. demographic

 b. All of these

 c. technological

 d. economic

Question 9. Marketing management is ________.

 a. selecting target markets

 b. monitoring the profitability of the companies products and services

 c. the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value

 d. developing marketing strategies to move the company forward

Question 10. ________ is the act of obtaining an object from someone by offering some other thing in return.

 a. Exchange

 b. Value creation

 c. Bribery

 d. A value proposition

Question 11. Global marketers should decide ________.

 a. how to enter each country (as an exporter, licenser, joint venture partner, contract manufacturer, or solo manufacturer)

 b. how to adapt their product and service features to each country

 c. how to price their products in different countries

 d. all of the above

Question 12. Marketers use the term ________ for covering various groupings of customers

 a. demographic segment

 b. market

 c. people

 d. social class position

Question 13. ________ goods constitute the bulk for most of the countries’ production and marketing efforts.

 a. Physical

 b. Durable

 c. Service

 d. Impulse

Question 14. ________ can be produced and marketed as a product

 a. Celebrities

 b. Information

 c. Organizations

 d. Properties

Question 15. In business markets, advertising can play a role, but a stronger role may be played by the sales force, ________, and the company’s reputation for reliability and quality

 a. promotion

 b. distribution

 c. brand image

 d. price

Question 16. ________ can be seen as the development, design, and implementation of marketing programs, processes, and activities that identifies the breadth and interdependencies of their effects.

 a. Niche marketing

 b. Relationship marketing

 c. Supply-chain marketing

 d. Holistic marketing

Question 17. A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the ________.

 a. fund raiser, contributor

 b. salesperson, customer

 c. celebrity, audience

 d. marketer, prospect

The ________ concept explains that consumers and businesses, if left alone, will ordinarily not buy enough of the organization’s products.

Select one:

a. holistic marketing

b. selling

c. production

d. marketing

Question 13. Marketers use the term ________ for covering various groupings of customers

Select one:

a. market

b. demographic segment

c. social class position

d. people

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2nd Module Assessment

Customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers refers to which of the following options?

Select one:

a. Customer perceived value

b. Customer satisfaction

c. Marketing myopia

d. Customer relationship management

Question 1. During market segmentation analysis, the marketer identifies which segments present the greatest opportunity. These segments are called ________.

Select one:

a. primary markets

b. tertiary markets

c. demographic markets

d. target markets

Clear my choice

Question 2.  ________ 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.

Select one:

a. Consumer behavior

b. Target marketing

c. Product Differentiation

d. Psychographic segmentation

Clear my choice

Question 3. Some companies switch from being solely product-centered to being more ________ centered.

Select one:

a. marketing

b. competency

c. strategy

d. customer-segment

Clear my choice

Question 4. Marketing strategies are often designed to influence _______________ and lead to profitable exchanges.

Select one:

a. Sales strategies

b. Export strategies

c. Advertising strategies

d. Consumer decision making

Clear my choice

Question 5. ______ is to evaluate each segment’s attractiveness and select one or more of the market segments.

Select one:

a. Market evaluation

b. Market targeting

c. Market positioning

d. Market segmentation

Clear my choice

Question 6. Buying goods and services for further processing or for use in the production process refers to _________ markets

Select one:

a. International markets

b. Consumer markets

c. Business markets

d. Government markets

Clear my choice

Question 7. ________ markets include a wide variety of profit and nonprofit organizations, such as hospitals, government agencies, and schools, which provide goods and services for the benefit of society.

Select one:

a. Business-to-business (Industrial)

b. Institutional

c. Consumer

d. Reseller

Clear my choice

Question 8. What is the last stage of the consumer decision process?

Select one:

a. post purchase behavior

b. alternative evaluation

c. purchase

d. problem recognition

Clear my choice

Question 9. _______ divides buyers into different groups based on their social class, lifestyle, and personality characteristics.

Select one:

a. Psychographic segmentation

b. Geographic segmentation

c. Demographic segmentation

d. Behavior segmentation

Clear my choice

Question 10. The underlying concept of ______ is to identify market segments, select one or more, and develop products and marketing mixes tailored to each selected segment.

Select one:

a. mass marketing

b. product-variety marketing

c. target marketing

d. macromarketing

Clear my choice

Question 11. How do consumers respond to various marketing efforts the company might use? What is a starting point of a buyer’s behavior?

Select one:

a. Stimulus-response Model

b. Belief

c. Post purchase feeling

d. Subculture

Clear my choice

Question 12. Listing alternatives that will solve the problem at hand and determining the characteristics of each occurs during which stage of the final consumer’s decision process?

Select one:

a. Information search

b. Post purchase

c. Evaluation of alternatives

d. Purchase

Clear my choice

Question 13. You purchase cleaning supplies for your custodial help regularly. It is showing which buying situation?

Select one:

a. Straight rebuy

b. Consumer buy

c. Modified straight rebuy

d. Modified rebuy

Clear my choice

Question 14. While buying milk which kind of behaviour is displayed by a person?

Select one:

a. Extensive problem solving behaviour

b. None of the above

c. Variety seeking behaviour

d. Routinized buying behaviour

Clear my choice

For each target market, a firm develops a ________. The offering is positioned in the minds of the target buyers as delivering some central benefits.

Select one:

a. niche offering

b. segment offering

c. value offering

d. market offering

Question 15. Holistic marketers achieve profitable growth by expanding their customer share, ________, and capturing customer lifetime value.

Select one:

a. renewing a customer base

b. building customer loyalty

c. milking the market for product desires

d. undermining competitive competencies

Clear my choice

Question 16. For buyers of consumer durable products, what ‘customer care services’ can be planned as a manager of a firm marketing new brand of motorcycle.

Select one:

a. 0% finance scheme

b. Specified period warranties & Exchange offer

c. All of these

d. Easy monthly instalments & Free servicing

Clear my choice

Question 17. Mr. Sharma buys goods and services for use in the production of products that are sold and supplied to others. He is involved in ________.

Select one:

a. consumer buying behavior

b. post-purchase dissonance

c. business buyer behavior

d. retail buyer behavior

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Module III: Managing Product Strategies

Question 1. In __________ stage of the product life cycle sales peak

Select one:

a. Saturation

b. Decline

c. Growth

d. Introduction

Clear my choice

Question 2. Price competition starts to occur in ___________ phase of the product life cycle

Select one:

a. Saturation

b. Introduction

c. Decline

d. Growth

Clear my choice

Question 3. ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.

Select one:

a. Service perishability

b. Service intangibility

c. Service inseparability

d. Service heterogeneity

Clear my choice

Question 4. Which of the following statements about product-mix strategy is true?

Select one:

a. Adding new products to a product mix can help a company’s competitive position.

b. A retailer that carries books, toys, video games, and coffee would have a deeper product mix than a store that sells only cosmetics

c. A store that sells nothing but t-shirts has a broad product mix.

d. All of the different flavors of Jell-O gelatin would be an example of a product mix.

Clear my choice

Question 5. In this stage of the product life cycle, advertising and promotion are aimed at retaining existing customers and persuading customers to switch from competitor products

Select one:

a. Growth

b. Saturation

c. Maturity

d. Introduction

Clear my choice

Question 6. ________ is the firm’s tangible offering to the market.

Select one:

a. packaging

b. sales support team

c. service offer

d. product

Clear my choice

Question 7. In _______________ stage of the product life cycle profits peak

Select one:

a. Introduction

b. Decline

c. Maturity

d. Growth

Clear my choice

Question 8. All of the following are accurate descriptions of new product ideas, except which one?

Select one:

a. Customers must be careful not to rely too heavily on customer input when developing new products.

b. New product development starts with idea generation.

c. Some companies use brainstorming exercises that expand people’s minds and generate new ideas around the client’s problem.

d. At the beginning of the process, carefully scrutinize each idea and throw far-fetched and impractical ones out the window.

Clear my choice

Question 9. Product mix ________ refers to the number of different product lines the company carries.

Select one:

a. length

b. height

c. width

d. depth

Clear my choice

Question 10. Advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference. Brands are maintained not only by advertising but by the ________.

Select one:

a. word-of-mouth elements

b. product mix

c. brand experience

d. marketing experience

Clear my choice

A Company can expand its product line in which way?

Select one:

a. line mixing

b. internal marketing

c. line filling

d. product mix

Question 11. Bread and milk are ____________

Select one:

a. Unsought products

b. Shopping products

c. Convenience products

d. Specialty Products

Clear my choice

Question 12. _______ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers are willing to make a special purchase effort.

Select one:

a. Unsought products

b. Specialty products

c. Industrial products

d. Shopping products

Clear my choice

Question 13. ________ can be produced and marketed as a product

Select one:

a. Information

b. Organizations

c. Celebrities

d. Durable goods

Clear my choice

Question 14. One of the jobs of marketers is ____________ and to create consumer perceptions that the product is worth purchasing.

Select one:

a. To do marketing surveys

b. To differentiate their products from those of competitors

c. To make products easily visible and available

d. To promote sales of products

Clear my choice

Question mark products in the Boston Consulting Group matrix are usually in ________ stage of their product life cycle

Select one:

a. Growth

b. Introduction

c. Maturity

d. Decline

Question 15. Adding new features to a product is advocated by ___________

Select one:

a. Production Approach

b. Marketing Approach

c. Product Approach

d. Selling Approach

Clear my choice

Question 16. A clothing marketer is planning to launch an existing brand name into a new product category. Which brand development strategy should be implemented?

Select one:

a. rebranding

b. brand extension

c. multibranding

d. line extension

Clear my choice

Question 17. Which of the following is/are product life cycle extension strategies?

Select one:

a. Market development

b. Product development and unrelated diversification

c. Product development

d. Market development and product development

Clear my choice

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Module IV: Identifying Pricing Methods and Strategies-

‘Mark-up’ pricing is based on ___ cost.

Select one:

a. indirect cost

b. fixed cost

c. direct cost

d. variable cost

Question 1. ________ markets are made up of members of the distribution chain.

Select one:

a. Channel

b. Consumer

c. Institutional

d. Business-to-business (industrial)

Clear my choice

Question 2. A distribution channel includes distributors, wholesalers, retailers, and agents that _____________ the product or service to the buyer or user.

Select one:

a. display, sell, or deliver

b. display

c. deliver

d. sell

Clear my choice

Question 3. Intermediaries make possible the flow of products from producers to buyers by performing three basic functions of ____

Select one:

a. buying, sorting, and financing

b. assorting, storing, and sorting

c. transactional, logistical, and facilitating

d. production, transmission, display

Clear my choice

Question 4. The combination of succession stages of production and distribution under a single ownership is ____

Select one:

a. corporate vertical marketing system

b. forward integration

c. horizontal marketing system

d. backward integration

Clear my choice

Question 5. _____ is the term for the volume of products sold that, at a given price, will cover the company’s costs.

Select one:

a. target profit

b. breakeven point

c. equilibrium point

d. match point

Clear my choice

Question 6. How many levels of intermediaries are there in a direct sales channel?

Select one:

a. one

b. two

c. zero

d. three

Clear my choice

Question 7. In ________ pricing approach a low initial price is set to attract a large number of buyers quickly and win a large market share.

Select one:

a. Leader

b. Market-skimming

c. Market-penetration

d. Value-based

Clear my choice

Question 8. _________________ helps a company to promote, sell, and distribute its goods to final buyers.

Select one:

a. Suppliers

b. Competitor networks

c. Marketing intermediaries

d. Service representatives

Clear my choice

Question 9. When there is trouble between different levels in a channel like a wholesaler and manufacturer this is called ___

Select one:

a. diagonal conflict

b. multi level conflict

c. horizontal conflict

d. vertical conflict

Clear my choice

Question 10. Which of the following is not a market-based pricing method?

Select one:

a. customer value pricing

b. going-rate pricing

c. contribution pricing

d. psychological price barriers

Clear my choice

Question 11. One of the jobs of marketers is ____________ and to create consumer perceptions that the product is worth purchasing.

Select one:

a. To differentiate their products from those of competitors

b. To promote sales of products

c. To make products easily visible and available

d. To do marketing surveys

Clear my choice

Question 12. Bread and milk are ____________

Select one:

a. Specialty Products

b. Convenience products

c. Unsought products

d. Shopping products

Clear my choice

Question 13. ________ can be produced and marketed as a product

Select one:

a. Information

b. Celebrities

c. Organizations

d. Durable goods

Clear my choice

Question 14. _______ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers are willing to make a special purchase effort.

Select one:

a. Shopping products

b. Specialty products

c. Industrial products

d. Unsought products

Clear my choice

Question mark products in the Boston Consulting Group matrix are usually in ________ stage of their product life cycle

Select one:

a. Growth

b. Introduction

c. Maturity

d. Decline

Question 15. Companies form a ________ to collect information about each customer’s past transactions, demographics, psychographics, and media and distribution preferences

Select one:

a. marketing network

b. holistic union

c. supply-chain network

d. sales network

Clear my choice

Question 16. John recently opened a sandwich shop but he is not sure what prices to charge for his various products. His customers tell him that they would never pay more than £4.00 for a sandwich. Then he sets his top price at £4.00. What kind of pricing strategy is he using?

Select one:

a. contribution pricing

b. going-rate pricing

c. customer value pricing

d. psychological price barriers

Clear my choice

Question 17. When a company distributes its products through a channel structure that includes one or more resellers, this is known as ________.

Select one:

a. integrated marketing

b. multi-level marketing

c. Indirect marketing

d. direct marketing

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Module V: Managing Channel Dynamics & Integrated Marketing Communication

Question 1. Marketing planning is concerned with ____

Select one:

a. Planning the amount the placement of newspaper ads

b. Planning sales force size and deployment

c. Planning consignment sales contracts to be offered

d. All of the above

Clear my choice

Question 2. The largest medium for direct response is______

Select one:

a. Telemarketing

b. Door-to-door

c. Broadcast

d. Mail

Clear my choice

Question 3. __ is the non paid form of promotion

Select one:

a. Personal selling

b. Public relations

c. Advertising

d. Direct selling

Clear my choice

Question 4. The _____ is a written document that describes the overall marketing strategy and programs developed for an organization, product line, or brand.

Select one:

a. marketing plan

b. marketing audit

c. communications plan

d. promotional plan

Clear my choice

Question 5. According to the concept of _____ , all of an organization’s marketing and promotional elements and activities communicate with its customers.

Select one:

a. the marketing mix

b. integrated marketing communications

c. the promotional mix

d. exchange

Clear my choice

Question 6. Promotion mix is the combination of promotional tools used by a company to _____ with its audiences.

Select one:

a. Plan

b. Help

c. Purchasing Decision

d. Communicate

Clear my choice

Question 7. The first step in the Integrated Marketing Communication planning process is _______

Select one:

a. A review of the marketing plan

b. Budget determination

c. The situation analysis

d. Specification of communications objectives

Clear my choice

Question 8. A marketing plan usually includes _____

Select one:

a. A corporate mission statement

b. A detailed situation analysis

c. Job descriptions and job specifications

d. A media schedule

Clear my choice

Question 9. Advertising plays an important role in _____

Select one:

a. Information

b. Highlighting Specific Features

c. Brand image

d. All of the above

Clear my choice

Question 10. What is the next stage in the IMC planning process, once marketing and communication objectives have been set?

Select one:

a. Implementation of those objectives

b. Media selection scheduling

c. Budget determination

d. Recruitment of marketing and promotion personnel

Clear my choice

What is triple bottom line?

Select one:

a. An accounting tool that looks at the impact on people, planet and profits

b. An accounting tool that looks at cost, profit and loss

c. A management strategy which focuses on corporate social responsibility

d. A management strategy which states all the attention should be on profits

Question 11. Prior to the movement to integrated marketing communications, the promotional function in most companies was dominated by _________

Select one:

a. Sales promotion

b. Publicity

c. Mass media advertising

d. Public relations

Clear my choice

Question 12. _________ uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.

Select one:

a. Sales promotion

b. Personal selling

c. Direct marketing

d. Advertising

Clear my choice

Question 13. Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a________ plan.

Select one:

a. coherent

b. comprehensive

c. integrated

d. complete

Clear my choice

Question 14. ___________ represents all of the communications that a marketer may use in the market place.

Select one:

a. Promotion

b. Advertising

c. Public relation

d. Sales promotion

Clear my choice

Which type of sales promotion uses free samples, coupons, and rebates?

Select one:

a. sales force promotion

b. consumer promotion

c. trade promotion

d. place promotion

Question 15. Promotion mix includes tools like ____

Select one:

a. Advertising, sales promotion, Personal selling, Distribution network, and direct marketing

b. Advertising, product development, Sales promotion, Personal selling and direct marketing

c. Product, price, place, public relations

d. Advertising, Public Relations, Sales Promotion, Personal Selling, Direct Marketing

Clear my choice

Question 16.Triple bottom line audit is _____

Select one:

a. An audit of the all Sporting resources of enterprise

b. A social , economic and environmental audit

c. An audit of three major financial projects of a business

d. An audit by the Physical Health of the employees

Clear my choice

Question 17. Internet Marketing does NOT deal with _____

Select one:

a. Interactive Marketing

b. E-mail Marketing and Web advertising

c. Display Advertising

d. Advertising

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Assignment 2

Case Study

Case: Cadbury-Kraft Focuses on Consumer Behaviour Inside Shops

Shelves full of Oreo biscuits at a local Mumbai store are described as a “blue wall” by visiting Cadbury-Kraft executives. The food giant has attempted to replicate the metaphoric “blue-wall” in many stores in Mumbai and other cities in a bid to drive sales. The results have been encouraging. Since its launch, Oreo has garnered an over six percent market share in the lucrative and intensely fought Rs 4,000-crore premium biscuit market, where it competes with Britannia’s Treat-O and Bourbon, Parle Products’ Kreams and Hide & Seek, and ITC’s Sunfeast, among others.

What Cadbury-Kraft has done with Oreo is part of a game that includes other brands and categories as well. The firm aggressively pushed a marketing & sales programme that has targeted shoppers in the top metros and cities of the country. Branded visicoolers, a range of dispensers developed by local and international design experts, are part of the company’s efforts to make the overall shopping experience exciting for consumers. The firm has refurbished packaging of its brands such as chewing gum brand Bubbaloo and pushed promotions to drive sales. Cadbury-Kraft focused on in-store display and placement of products after studying shopper behaviour and preferences at the top 50,000 high-end groceries, food stores and chemists within its retail universe of over 700,000 stores in India.

Studying consumers

The focus on behaviour of consumers in shops is important because they make the final purchase decision there. How the product is positioned, its packaging, pricing, etc. goes a long way in determining whether consumers will buy the product. The 50,000 outlets Cadbury-Kraft focused on in India to stock one or more of these products: chocolates which include Cadbury Dairy Milk, Celebrations, Bournville, 5 Star, Perk, and Gems; confectionary such as Bubbaloo, Eclairs, and Halls; biscuits such as Oreo and powdered beverages that include Tang and Bournvita.

The company has put in place consumer promotions within stores in key categories such as chocolates and biscuits to help drive sales at these outlets. While the combined Cadbury-Kraft business remains smaller than other strategic markets within Kraft Foods, which was split into two – a $32-billion snacking powerhouse and a $16-billion grocery business – India is still key. 

Cadbury-Kraft’s main rivals include key food companies in India, such as Nestle, which own Maggi and Kit Kat; Britannia; HUL, makers of Knorr, owners of Kissan and Bru; Parle Products, ITC and GlaxoSmithKline with its Horlicks, Viva, and Maltova brands. Like most of its rivals, the bulk of Cadbury-Kraft’s sales come from traditional retail stores. Modern trade or organised retail constitutes only one per cent of its universe, but the company has been keen to push this number up, given that packaged foods as a category show greater traction in such retail outlets.

Cadbury-Kraft has banked on technology, much like HUL, to help it replenish stock quickly at stores, both traditional and modern. The frontline sales force have been upgraded with handhelds to capture store orders, which are linked to the distributor billing software. Distributors are linked to company portals to manage auto replenishment of inventory. The Mumbai-based company is looking to increase its retail footprint beyond the over 700,000 stores in 5,200 towns that it now reaches. This number will be ramped up in rural areas as well.

Question 1 : A retailer’s role in the field of personal consumption is that of _______ and ______.

Select one:

a. distributor, facilitator

b. provider, facilitator

c. distributor, provider

d. giver, taker

Clear my choice

Question 2. ____ is the process by which people select, organize, and interpret information to form a meaningful picture of the world; whereas _____ is a descriptive thought that a person holds about something.

Select one:

a. Attitude, Belief

b. Perception, Belief

c. Value, Ethics

d. Perception, Attitude

Clear my choice

Question 3. If an individual is loyal to a particular store, he would probably follow _______ type of decision-making.

Select one:

a. brand first and retail outlet second

b. Retail outlet first, brand second

c. None of these

d. Brand and retail outlet simultaneously

Clear my choice

Question 4. _________ are people whose attitudes, behavior, beliefs, opinions, preferences, and values are used by an individual as the basis for his or her judgment; whereas ________ referes to group of two or more people related by blood, marriage or adoption, living together in a household.

Select one:

a. celebrity, reference group

b. reference group, family

c. family, reference group

d. salespersons, family

Clear my choice

Question 5. Companies like Cadbury-Kraft that practice both a reactive and proactive marketing orientation are implementing a ________ and are likely to be the most successful.

Select one:

a. competitive, customer focus

b. total market orientation

c. external focus

d. customer focus

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