Entrepreneurial Marketing (ENTR703)-Semester III

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1st Module Assessment

Question 1. A transaction in which the organization is making an initial purchase of an item to be used to perform a new job refers to which of the following purchases?

Select one:

a. Straight rebuy purchase

b. Selayed purchase

c. New-task purchase

d. Modified rebuy purchase

Clear my choice

Question 2. Entrepreneurship is useful to the organization because of:

Select one:

a. Development of managerial capabilities

b. Creation of organization

c. Improving standard of living & economic development

d. All of these

Clear my choice

Question 3. The definition of entrepreneurship holds the promise of __________.

Select one:

a. Financial difficulties and hardship

b. Limited expansion

c. Growth, unlimited expansion and long-term financial gain

d. Growth, expansion and long term financial gain

Clear my choice

Question 4. SBA stands for:

Select one:

a. Small business accountants

b. Small business administration

c. Small business adequacy

d. Small business advisors

Clear my choice

Question 5. Which one of the following is the next stage to the Concept Stage of Product Planning and Development Process?

Select one:

a. Idea Stage

b. Product Planning Stage

c. Product Development Stage

d. Test Marketing Stage

Clear my choice

Question 6. Which of the following shows the process of creating something new?

Select one:

a. Business model

b. Modeling

c. Creative flexibility

d. Innovation

Clear my choice

Question 7. A marketing philosophy summarized by the phrase a good product will sell itself is characteristic of the _______ period.

Select one:

a. Prodcution

b. Sales

c. Marketing

d. Relationship

Clear my choice

Question 8. Which one of the following is an important source of idea generation due to their familiarity with the needs of market?

Select one:

a. Existing products and services

b. Distribution channels

c. Federal government

d. Consumers

Clear my choice

Question 9. What is the process by which individuals pursue opportunities without regard to resources they currently control?

Select one:

a. Startup management

b. Entrepreneurship

c. Financial analysis

d. Feasibility Planning

Clear my choice

Question 10. A market with which of the following characteristics would generally be less competitive?

Select one:

a. High barrier to entry

b. Lots of potential substitutes exist

c. Strong bargaining power among buyers

d. Strong bargaining power among suppliers

Clear my choice

Entrepreneurial companies are different from small business companies in that they __________.

Select one:

a. Are innovative and growth driven

b. Are not creating jobs for themselves but are wealth driven

c. Create wealth that is sustainable for future generation to come

d. All of the above

Importance of Entrepreneurship includes:

Select one:

a. Economic & dynamic activity

b. Innovation & Profit potential

c. Risk bearing

d. All of these

Question 11. A basic survivalist is __________.

Select one:

a. This person operates as an entrepreneur to survive for the first three months after setting up a business.

b. This person operates as an entrepreneur to survive until he or she obtains an entrepreneurial opportunity

c. This person operates as an entrepreneur to survive until he or she obtains a formal-sector job or entrepreneurial opportunity

d. This person operates as a small business manager until he or she obtains a formal-sector job or entrepreneurial opportunity.

Clear my choice

Question 12. The process of Entrepreneurship is divided into two parts and they are:

Select one:

a. Idea Generation and Feasibility study

b. Innovation generation and Distribution Channel

c. Creativity and Development

d. Profit and Economic Development

Clear my choice

Question 13. Having more than 50% ownership position that provides the entrepreneur with managerial control is called:

Select one:

a. Joint venture

b. Majority interest

c. Horizontal merger

d. Diversified activity merger

Clear my choice

Question 14. Which one of the following gives suggestions for new product and also help to market new products?

Select one:

a. Existing products and services

b. Federal government

c. Distribution Channels

d. Consumers

Clear my choice

Question 15. Which one of the following is the process of entrepreneurs developing new products that over time make current products obsolete?

Select one:

a. New business model

b. Anatomization

c. Creative destruction

d. None of the given options

Clear my choice

Question 16. What is the profit plan of the organization?

Select one:

a. Finnacial Budget

b. Marketing Budget

c. Operating Budget

d. Production Budget

Clear my choice

Question 17. Which of the following is used by entrepreneurs to acquire experience in an international market before making a major commitment?

Select one:

a. Merger

b. Minority Interest

c. Joint venture

d. Majority interest

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2nd Module Assessment

Question 1. In terms of goods and services, the function of marketing is to _________ demand.

Select one:

a. Plan

b. create

c. price

d. promote

Clear my choice

Question 2. The buying process starts when the buyer recognizes a _________.

Select one:

a. Product

b. An advertiement for the product

c. A Salesperson form the previous visit

d. Problem or need

Clear my choice

Question 3. Causal research is used to ________

Select one:

a. Describe marketing problems or situations

b. Quantify observations that produce insights unobtainable through other forms of research

c. Find information at the outset in an unstructured way

d. Test hypotheses about cause-and-effect relationships

Clear my choice

Question 4. Branding is concerned with ____________ component of four P‘s.

Select one:

a. Promotion

b. Place

c. Product

d. Price

Clear my choice

Question 5. During which step of the marketing segmentation, targeting, and positioning process does the firm develop a marketing mix for each segment?

Select one:

a. market segmentation

b. market targeting

c. market positioning

d. The firm does not go through the “development” during any of the above steps.

Clear my choice

Question 6. The ________ concept holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organization’s products.

Select one:

a. Production

b. Selling

c. Marketing

d. Holistic marketing

Clear my choice

Question 7. Which form of data below can usually be obtained more quickly and at a lower cost than the others?

Select one:

a. Primary

b. Survey research

c. Experimental research

d. Secondary

Clear my choice

Question 8. The real value of a company’s marketing research and information system lies in the _____.

Select one:

a. Amount of data it generates

b. Quality of customer insights it provides

c. Marketing information system it follows

d. Efficiency with which it completes studies

Clear my choice

Question 9. Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?

Select one:

a. Focus groups

b. Personal interviews

c. Observational research

d. Questionnaires

Clear my choice

Question 10. Secondary data are ________.

Select one:

a. Collected mostly via surveys

b. Expensive to obtain

c. Never purchased from outside suppliers

d. Not always very usable

Clear my choice

Narrowly focused markets that are defined by some special interest are termed as _______________.

Select one:

a. Target Markets

b. Mass Markets

c. Niche Markets

d. Undifferentiated Markets

Question 11. Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements?

Select one:

a. Personal interviewing

b. Ethnographic research

c. Observational research

d. Online interviewing

Clear my choice

Question 12. The product that exceeds customers‘ expectations due to value addition is _____________.

Select one:

a. Basic Product

b. Expected Product

c. Augmented product

d. Core product

Clear my choice

Question 13. Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for gathering ________ information.

Select one:

a. Attitudinal

b. Personal

c. Descriptive

d. Exploratory

Clear my choice

Question 14. Which of the following is not a criterion for successful market segmentation?

Select one:

a. there must be difference among consumers

b. Each segment must be located within a geographical area

c. There must be consumer similarities within each segment identified

d. a segment must be large enough to cover costs

Clear my choice

A consumer goods marketer produces multiple brands of shampoo that are positioned for consumers with dyed hair, dandruff, oily hair or dry hair. This strategy illustrates:

Select one:

a. Undifferentiated marketing

b. Differentiated marketing

c. Concentrated marketing

d. Mass marketing

Question 15. A firm is abusing segmentation when it:

Select one:

a. becomes too efficient

b. Becomes short run oriented rather than long run oriented

c. Is consumer oriented

d. Is generating too much profit

Clear my choice

Question 16. When a company strives to appeal to multiple well defined market segments with a strategy tailored to each segment, it is applying:

Select one:

a. Undifferentiated marketing

b. Differentiated marketing

c. Concentrated Marketing

d. The majority fallacy

Clear my choice

Question 17. What is the first step in the marketing research process?

Select one:

a. Developing a marketing information system

b. Developing the research plan for collecting information

c. Defining the problem and research objectives

d. Implementing the research plan

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3rd Module Assessment

Makers of televisions, cameras, tires, furniture, and major appliances normally use which of the following distribution channel forms?

a. direct marketing channel

b. indirect marketing channel

c. horizontal channel

d. synthetic channel

Members of distribution channels are excellent sources for new ideas because:

They earn a handsome profit from new business

hey are familiar with the needs of the market

They do not bother if entrepreneur bears a loss

They have well-developed sales force

Question 2. From the economic system’s point of view, the role of marketing intermediaries is to transform:

raw products into finished products.

consumer needs into producer needs.

consumer needs and wants into product desires

Assortments of products made by producers into the assortments wanted by consumers

Question 3. What is the full form of CIS?

Channel information source

Channel induced system

Channel information system

Channel incorporated system

Question 4. Who sells to the customers?

Semi wholesalers

Wholesalers

Retailer

Distributor

Question 5. ________ 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.

Consumer

Business-to-Business

Reseller

Institutional

Question 6. Which of the following is NOT considered a type of reseller?

Wholesaler

Retailer

Manufacturer

Distributor

Question 7. When a company distributes its products through a channel structure that includes one or more resellers, this is known as ________.

Indirect marketing

Direct marketing

multi-level marketing

integrated marketing

Question 8. The benefits of marketing channels are __________.

Time saving

Cost saving

All the given options

Financial support given

Question 9. When the manufacturer establishes two or more channels catering to the same market, then …………… occurs.

Horizontal channel conflict

Multi channel conflict

Vertical channel conflict

None of the above

Question 10. Avon, Amway, and Tupperware use which of the following forms of channel distribution?

direct marketing channel

Indirect marketing channel

Fashion channel

Forward channel

Question 11. A cluster of complementary goods and services across diverse set of industries is called as _____________

Select one:

Market Place

Meta Market

Market Space

Resource Market

Question 12. What is the full form of VMS?

Velocity moving system

Vertical marketing system

Vertical moving system

None of the options

Question 13. ________ markets are made up of members of the distribution chain.

Consumer

Business-Business(industrial)

Channel

Institutional

Which of the following is an example of the external natural environment for a manufacturer of metal lawn furniture?

longer than usual distribution channel due to a rail strike

Consumer trend toward treating gardens like another room

Flood at the manufacturer’s main warehouse

Inflationary pricing by competitors

Question 14. Which of the following is considered a “key player” in the marketing industry?

Marketer

Supplier or vendors

Distributors or retailers

All the given options

Question 15. A distribution channel moves goods and services from producers to consumers. It overcomes the major time, place, and ______________ gaps that separate goods and services from those who would use them.

Possession

Profit

Image

Psychological

Question 16. Which of the following factors is the most important in forcing U.S companies to focus on new product development and increased productivity?

Entrepreneurship

Hyper competition

Governmental laws

Organisational Culture

Question 17. Through their contacts, experience, specialization, and scale of operation, ______________ usually offer the firm more than it can achieve on its own.

Manufacturers

Producers

Direct Marketers

intermediaries

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4th Module Assessment

It is popularly known as free form of promotion. Select one:

a. Advertisement

b. Publicity

c. Marketing

d. Personal Selling

Direct mail advertising sends messages through_______

Mail

Audio

Video

None of these

Question 2. The plan that show time, date and frequency of an advertisement is __________.

Media Plan

Media Time

Main Schedule

Media Space

Question 3. Promotion mix includes Sales Promotion, Personal Selling, Advertising and _________________ .

Marketing

Sales

Publicity

None of the these

Question 4. The process of purchasing space in a media is__________ .

Media Scheduling

Media Buying

Media Purchasing

Media Spacing

Question 5. The specific carrier within a medium is called __________.

Media Bus

Media Van

Public Transport

Media Vehicle

Question 6. Which among the following is an example of Trade promotion?

Samples

Coupons

Push Money

None of these

Question 7. Copy testng is also known as __________.

Copy writing

Pre Testing

Concurrent Testing

Preveiw

Question 8. Which among the following is not a mechanical test?

Consumer dairy test

Psychogalvanometer

Camera test

Techistoscope

Question 9. A brand is a _______.

Term

Name

Sign

Combination of all the given options

Question 10. It is popularly known as free form of promotion.

Publicity

Marketing

Personal Selling

Point of Purchase Ads are also known as____________

a. Built-in Advertising

b. In-Store Advertising

c. Green Advertising

d. Stock Advertising

Question 11. Which of the following is more of personal medium of advertisement?

Broadcast Media

Internet Advertisement

Direct Mail Advertising

Print Media

Question 12. A series of actions that media planners take to attain the media objectives:

Media Strategy

Media Policy

Media Option

Media Function

Question 13. Creating image of product in the minds of target group is called____________

Select one:

Marketing

Positioning

Branding

Popularising

Question 14. Adding new features to a product is advocated by which of the approaches?

Product Approach

Production Approach

Marketing Approach

Selling Approach

Question 15. If a company gives false message to the customers, it is known as_________

Subliminal ads

Obscene ads

Deception

None of the given options

Question 16. Series of advertisement messages that share a single idea or theme is________________ .

Advertisement Campaign

Advertisement Group

Advertisement Cluster

Advertisement Series

Question 17. An organization with a______ orientation assumes that customers will resist purchasing Products not deemed essential. The job of marketers is to overcome this resistance through personal selling and advertising

Select one:

Production

Marketing

Relationship

Sales

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5th Module Assessment

Cannibalism is related with ___________.

Product development

Promotional activities

Product life cycle

Product extension

Question 2.Product-marketing strategies involves _______.

Product mix

Maketing Mix

Promition Mix

Promotion mix and Marketing mix

Question 3. The first step in process of developing new-product must be:

Idea Generation

Idea Screening

Concept Development and testing

Business Analysis

Question 4. The new-product development process consists of detailed steps and number of steps are :

Five Steps

Six Steps

Seven Steps

Eight Steps

Question 5. _____ is the systematic search for new-product ideas.

Idea screening

Concept development and testing

Idea generation

Marketing strategy development

Question 6. Which skill of CMO provides extensive market operation and information?

Creativity

Popularity

Analytical ability

Intuitive sense

Question 7. Major sources of new product ideas include _____.

internal sources, using company R&D

creative approaches, using both “method and madness” approaches

watching and listening to customers

all of the above are sources of new product ideas

Question 8. Goals or objectives convert the organization____________ into tangible action.

Vision

Aim

Commitment

Mission

Question 9. Which factor should not consider for adopting market penetration?

Market growth

Increase market share

competitive reaction

Promotional activities

Question 10. Business does not include:

Particular needs of customers to be served

Group of customers wishing to be served

Selling products and services only

Ways of satisfying customer needs

The usual source for new products is_____. Select one:

a. Marketing Research

b. R&D

c. Accidental Discoveries

d. A variety of source including customers, competitors, serendipity and formal processes

Question 11. The following are all major stages of a product life cycle except_____.

Sales decline

Market Introduction

Market Maturity

Market Growth

Question 12. Distinctive competency describes an organization’s __________.

Strengths

Weakness

Opportunities

Threats

Question 13. Which one is not part of strategic marketing perspective?

The types of customer it wishes to serve

Product producing or service delivery enterprise.

The particular needs that it wishes to satisfy

Technology by which organization will satisfy customer needs

Question 14. All of the following are accurate descriptions of ways companies are anxious to learn how to improve the odds of new-product success, except which one?

Find out what successful new products have in common.

Companies have to learn to understand their own consumers.

To learn lessons from new product failures.

Do not overly rely on product innovation when you can succeed by copying others.

All of the following are accurate descriptions of reasons why new products fail, except which one?

a. The actual product was not designed as well as it should have been.

b. The new product was priced too high.

c. The new product was advertised poorly.

d. Although the market size was correctly estimated, the product idea itself was not good.

Question 15. All of the following are different ways a firm can obtain new products, except which one?

Select one:

By acquiring a whole new company

A firm can obtain a new product through patents

A firm can obtain a new product by licensing someone else’s new product

A firm can obtain a new product by using the R&D department of other firms in the same industry.

Question 16. _____ is the development of original products, product improvements, product modifications, and new brands through the firm’s own R&D efforts.

Idea generation

Concept testing

Test marketing

New product development

Question 17. Which stage of the product lifecycle is marked by falling costs and rising revenues?

Select one:

Introduction Stage

Growth Stage

c002E

Maturity Stage

Saturation Stage

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Assignment 2

CASE STUDY

N.R.NARAYANA MURTHY: AN EXEMPLARY RISK-TAKER Nagavara Ramarao Narayana Murthy, popularly known as N.R.Narayana Murthy Chairman of Infosys Technologies Ltd. Comes from middle class background. He is son of a teacher, a member of a large family of eight children (Three brothers and five sisters). Like an ordinary middle –class boy ,he studied well and qualified for the prestigious IIY. He could not afford it and therefore, went to NIE, Mysore- a local college for a degree in electrical engineering. Murthy completed his post graduation in electrical engineering at IIT Kanpur in 1969 and took up a job. The only thing is, he did seemingly the very same things, but obviously differently. He always took risks. Following are the exemplary instances of his risk- taking decisions. First, Murthy pursued a career in computer science when there were not too many jobs in this field. The Indian industry / business were very much into mortar – bricks business and had just about started appreciating the role of computers. Second, next risk he undertook was to turn down attractive offers from large companies such as Telco, HMT, ECIL, and Air India; instead, he joined as a system programmer at IIM Ahmedabad. IIMA was at that time in the process of installing a Hawlett –Packard minicomputer and was foregoing ahead to become the second business school after Stanford to have a time sharing operating system. The thrill of such a pioneering job, thus, gave him a great lea/rning opportunity and was the main reason that Murthy joined the team at IIAM under J.G.Krishnaya, Professor of information systems. Murthy received a salary of Rs.800/- a month .he says,”It was the best decision of my life. There were many 20-hour work days but I loved being a pioneer of working at the cutting edge of computer technology those days.”

Third , a chance came from Sesa, a french software company, to build an operating system to handle air cargo at the Charless de Gaulle airport in Paris. What is worth nothing here is that at around the same time, murthy also had received Scholarships to purse a Ph.D. In the USA and Israel. But, Murthy did not take these soft options. He instead, went to Paries, Which also meant mastering another language French. After the successful execution of this project, murthy came back to Pune in 1974 to join his mentor professor J.G krishnanyya who was setting up the systems research institute (SRI, a non-profit organization). Having worked for some time

in SRI, Murthy became somewhat frustrated with the work at SRI (getting the usual bureaucratic treatment of seldom implementing the sincere suggestions).

Then, he took up a job in Patni Computer Systems (PCS), a Mumbai-based Company.

At PCS, he was head of the software group and it was here that he met some of the would-be founder –parents of Infosys. He did his usual, unusual, quit the job and started his Software service firm along with his partners. This was the firm which was to become the giant that Infosys today. Out of his six founderspartners, there were rookies-PCS was the first job of Nandan Nilekani,S.Gopi Krishnan and Ashok Arora.Only k.Dinesh (NGEF,Bangalore),N.S.Ragavan (union Carbide),and S.D shibhulal (BEST,Mumbai) had some prior experience elsewhere. Not that these Murthy + sis had any money. They all were middle class back grounds and pooled in Rs. 10,000 capital borrowed from their betterhalfs.In. In this way, Infosys Consultants was born in July 1981 in one bedroom of two-bedroom apartment in Pune. Fourth, the risk-full incidents surrounding the life of this unusual ‘middle class’ businessman do not end here. The first ten years after 1981 were quite tough for Murthy and His team. Murthy recounts,” It took us one year to get a telephone; it took two years to get a licence to import a computer;……. Stupidity was the order of the day then.” His wife Sudha had to go and live with her parents for a year. Murthy stuck it out through thick and thin. In 1990, his parents thought of selling the company. But murthy differed and even offered to buy his parents

out. Murthy always took risks and it always seems to have paid off.

After reading the case, select the entrepreneurial competency highlighted in the case.

Innovative

Risk-bearing

Philanthrophist

All the given options

Question 2. N R Narayan Murthy completed his higher studies from which institute?

IIT Kanpur

IIT Delhi

NIT Kanpur

None of the given options

Question 3. What is the meaning of brick and mortor business?

Web based businesses which are run on e-portals

Taditional street-side business that offers products and services to its customers face-to-face in an office or store that the business owns or rents

Business organization conducts busienss over a computer-mediated network

None of the given options

Question 4. N R Narayan Murthy took up the opportunity that came from French software firm Sesa, and turned down th eoffer to pursue PhD from ISA and Israel because :

He did not want to take up the soft option of pursuing PhD on scholarship from USA and Israel.

He wanted to utilise the opportunity of visiting France and also master another language, i.e. French.

He was a risk bearing persobality who always wanted to go the hard way.

All the given options

Question 5. Which one/all are the job options availed by N R Narayan Murthy?

Worked at SRI, a non-profit organization, at Pune in 1974

He took up a job at Autodesk India in the year 1975.

Worked at Birlasoft as a software engineer after completing his electrical engineering

All the given options

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Entrepreneurial Marketing (ENTR703)-Semester III

1st Module Assessment

2nd Module Assessment

3rd Module Assessment

4th Module Assessment

5th Module Assessment

Assignment 2

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1st Module Assessment

2nd Module Assessment

3rd Module Assessment

4th Module Assessment

5th Module Assessment

Assignment 2

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