Marketing Test

Questions 30 Marks 30 Time 30 mins

1) When Anand purchases his Umbrella and Rain Gear in the summer season to avoid the high
prices found in the monsoon season, he is exhibiting ________ demand.
a. irregular
b. negative
c. declining
d. impulse
2) The apple with a bite taken out of it that appears on all Apple computer products and in all
Apple advertising is an example of a:
a. generic device
b. brand mark
c. private label
d. product benefit
3) As per Igor Ansoff, the best strategy for entering current products in new markets is:
a. Diversification
b. Product Development
c. Market penetration
d. Market Development
4) VALS segmentation is a part of
a. demographic segmentration
b. Behavioural segmentration
c. Psychographic segmentration
d. geographic segmentration
5) In BCG matrix cash cow SBU is
a. low growrth low market share
b. low growth high market share
c. high growth low market share
d. high growth high market share
6) Word of mouth is a term used in
a. advertising
b. sales promotion
c. direct marketing
d. PR and publicity
7) The __________ are homogeneous groups of consumers who have similar wants and needs
a. aggregate groups
b. section groups
c. market segments
d. goal segments
8) Which stage in the PLC normally lasts longer and poses strong challenges to the marketing
managers?
a. introduction
b. growth
c. decline
d. maturity
9) If your company were to make light bulbs to be used in photocopiers, you would most likely be
selling to a ________________ market
a. reseller
b. business
c. government
d. service
10) The most common instrument used to collect primary data is the ________.
a. human eye (through observation)
b. questionnaire
c. bar code reader (behavioral data research)
d. video camera (e.g., focus group research)
11) ________ may be based on virtually any type of attribute or benefit. For example, FedEx uses
guaranteed overnight delivery and Nike uses performance.
a. Points-of-parity
b. Points-of-difference
c. Points of conflict
d. Points of defensibility
12) Many consumers use price as an indicator of ________. Image pricing is especially effective with
ego-sensitive products such as perfumes and expensive cars.
a. status
b. quality
c. ability
d. capability
13) When any potential customer become a regular user of the product, this change is called
a. adoption
b. cognitive dissonance
c. pre purchase behavior
d. post-purchase behavior
14) When the Marlboro Man was depicted in advertising as a rugged outdoor, tough cowboy type,
this was done to establish what is called a ________.
a. trademark
b. brand name
c. brand personality
d. psychological approach to advertising
15) The series of firms or individuals who participate in the flow of goods and services from
producer to final user is called the:
a. Channel of Distribution
b. Channel Chain
c. Logistical Channel
d. B2B Channel
16) At the top of Maslows hierarchy of needs are ________ needs.
a. esteem
b. self-actualization
c. social
d. safety
17) Which of the following is a social networking site
a. ebay
b. Facebook
c. Amazon networks
d. Society of prevention of cruelty to animals
18) McDonald's Happy Price Menu is an example of
a. Product Strategy
b. Price Skimming
c. Loss leader pricing
d. Cheap Pricing
19) If consumers do not demonstrate different responses to different brands within a product
category, then the products are essentially commodities or generic versions and competition
will probably be based on ________.
a. emotional attachment
b. brand awareness
c. advertising expenditure
d. price
20) Umbrella branding means
a. Placing products under umbrellas
b. Holding an umbrella on top of brands
c. An unified brand name for a range of products
d. Different Brands
21) A ________ strategy involves the manufacturer using its sales force and trade promotion money
to induce intermediaries to carry promote and sell the product to end users
a. Push
b. Pull
c. Promote
d. Provide
22) A ________ channel consists of a manufacturer selling directly to the final customer.
a. Three- level
b. Two-level
c. Zero-level
d. One-level
23) Which of the following product life cycle stages is characterized as being one where a rapid
climb in sales occurs, new product features are introduced by new competitors, and distribution
is expanded?
a. Maturity
b. Introduction
c. Saturation
d. Growth
24) Volkswagen concentrates on the small-car market and Porsche on the sports car market. These
would be examples of what is called ________.
a. single-segment concentration
b. selective specialization
c. product specialization
d. market specialization
25) A niche is characterized as being all of the following EXCEPT that ________.
a. the customers in the niche have a distinct set of needs
b. the customers will pay a premium to the firm that satisfies their needs
c. the niche is not likely to attract other competitors
d. the customers generally have smaller amounts of income
26) The five-stage model of the consumer buying process includes all of the following stages EXCEPT
________.
a. problem recognition
b. information search
c. social interaction
d. purchase decision
27) With the rapidly changing global picture, the firm must monitor six major forces. All of the
following would be among those forces EXCEPT ________.
a. demographic
b. economic
c. promotional
d. natural
28) One traditional depiction of marketing activities is in terms of the marketing mix or four Ps. The
four Ps are characterized as being ________.
a. product, positioning, place, and price
b. product, production, price, and place
c. promotion, place, positioning, and price
d. product, price, promotion, and place
29) The ________ is practiced most aggressively with unsought goods, goods that buyers normally
do not think of buying, such as insurance, encyclopedias, etc
a. marketing concept
b. production concept
c. selling concept
d. holistic marketing concept
30) ________ 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