PRINCIPLES OF MARKETING (MKT 2013/MKT 3153)

FINAL: 2 ½ HOURS

INSTRUCTIONS:

SECTION A-MCQ-25Q-25MARKS

SECTION B-T/F-15Q-15MARKS

SECTION C-SHORT ESSAY-15Q: ANS 10-10MARKS

SECTION D-ESSAY-4Q: ANS 2-40MARKS

CHAPER 7 : PRODUCT & SERVICES

Multiple choices questions:

1. Which of the following refers to the service that cannot be touched or viewed?

a. Variability

b. Perish ability

c. Intangibility

2. Which are individual products decisions?

I. Product attributes

II. Branding

III. Labeling

IV. Multibranding

a. I and ii

b. ii, iii, iv

c. i, ii, iii

d. All of the above

3. Which of the following is not included in consumer product?

a. Shopping product

b. Unsought product

c. Tangible product
 d. Convenience product

4. All of the following are individual product decisions, except

a. Product attributes

b. Branding

c. Packaging

d. Unsought products

5. The package of the product can be divided into three that are:

i. Primary container

ii. Secondary package

iii. Shipping package

iv. Labeling

a. i and ii

b. ii,iii,iv

c. i,ii,iii

d. All of the above

6. Labeling has been affected in recent time by this, except?

a. Unit Pricing

b. Open Dating

c. Shipping Package

d. Nutritional labeling

7. In subtopic branding, specifically in brand sponsor, how many sponsorship option do manufacture has?

a. 1

b. 2

c. 3

d. 4
8. In sub topic labeling, labeling has been affected due to how many factors?

a. One

b. Five

c. Three

d. Four

9. During the _________ stage, competitive pricing and promoting become increasingly important.

a. Introduction

b. Growth

c. Maturity

d. Decline

10. Which question addresses a product core benefits?

a. How much the product cost?

b. What after-sale services are desired by the buyer?

c. What is the buyer really buying?

d. What is different about this product compared to the competition?

11. “Buyers will look for evidence of quality.” This is referring to

a. Inseparability

b. Intangibility

c. Pershability

d. Variability

12. Which one is not related to individual product decision?

a. Branding

b. Labeling

c. Product attributer

d. Unsought products
13. All of this stages of product are included in life cycle EXCEPT:

a. Product development

b. Introduction

c. Conclusion

d. Growth

14. Labeling has been affected in recent times by:

i. Unit pricing

ii. Open dating

iii. Nutritional labeling

iv. Product attributes

a. i and ii

b. i and iv

c. i, ii, and iii

d. All above

15. Choose the right arrangement of individual product decision.

a. Product, packaging, labeling, branding

b. Product, labeling, branding, packaging

c. Product attributes, branding, packaging, labeling

16. What is two dimension of product quality?

a. Brand and brand equity

b. Performance quality and conformance quality

c. Product features and product style

17. Packaging is

a. To pack the product

b. To send the package

c. The activities of designing and producing the container or wrapper for a product

d. To product the container for the service

18. Product mix or product assortment can be defined as

a. Basic and distinctive mode of expression

b. Product life-cycle in which a product’s sales decline

c. Using a successful brand name to launch a new or modified product in a new category

d. The set off all product lines and items that a particular sellers offers for sale

19. Which one is NOT the element for brand sponsor?

a. Manufacture brand

b. Private brand

c. Brand equity

d. Co-brand

20. Choose the right characteristic of service marketing.

i. Lack of product

ii. Intangibility

iii. Inseparability

iv. Perishabilty

a. i only

b. ii and iii

c. i, ii, and iv

d. ii, iii, and iv

21. which is the following show the sponsorship option for brand sponsor

i. brand name selection

ii. manufacturers brand

iii. private brand

iv. branded brand

a. i and ii

b. ii and iii

c. iii and iv

d. i and iv

22. Consumer products include :

i. Convenience products

ii. Shopping products

iii. Specialty products

iv. Unsought products

a. i and ii

b. ii and iii

c. ii, iii and iv

d. All above

23. All the following are example of convenience product EXCEPT:

a. House

b. Candies

c. Soap

d. Newspaper

24. Labeling perform several functions EXCLUDED

a. Identifies the product or brand

b. Describe several things about the product

c. Promote the product through attractive graphic

 d. Produce the container of a product

25. Which is not the characteristic of actual product?

a. Warranty

b. Quality level

c. Design

d. Features

True or false questions:

1. Cannibalizes company’s other items is one of the disadvantages. (True/ False)

2. There are two dimensions of product quality which are performance quality and features quality.
(True/False)

3. Brand equity can be defined as the values of a brand that based on the extent to which it has high brand
loyalty, perceived quality, strong brand associations and others assets such as patents and channel
relationships only. (True/False)

4. A product is anything that can be offered to a market for attention, acquisition, use, or consumption that
might satisfy a want or need. (True/False)

5. A product features is a product that can be offered with varying features. (True/False)

6. In brand sponsor, there are three sponsorship options which are manufacturers brand, private brand and
licensed brand (True/ False)

7. The right order of product life-cycle stages are product development, introduction, maturity, growth and
decline. (True/False)

8. Private brand also known as store brand or distributor brand. (True/False)

9. There are four brand strategies which are line extension, old brands, brand extension and multiple brands.
(True/ False )

10. The three level of a product offering are core product, actual product, and augmented product. (True/ False)

11. A product mix consists of all the product lines and items that a firm offers for sale.(True/ False)

12. Freedom from defects and consistency in delivering a targeted level of performance is definition of
performance quality (True/False)

13. Labeling may range from simple tags attached to products to complex that are part of the package.
(True/false)

14. Product life cycle is a period of rapid share acceptance and increasing profit. (True/False)

15. Maturity is a period of slow sales growth as the product is introduced in the market (True/False)

16. Maturity stage can be defined when a product sales drastically increase. (True/False)
 17. Convenience product can be divided into three : impulse products, staples and emergency product.
(True/False)

18. Is it true that core product is about think of buyer’s wants? (True/False)

19. Individual product decision consist of product attributes, branding, packaging and labeling (True/False)

20. There are five stages in life-cycle of product (True/False)

21. A product can offered with varying features (True/False)

22. Licensed brand is one of the four sponsorship options for a manufacture (True/False)

23. Labeling, the printed information appearing on or with the package, is also a part of product attributes.
(True/False)

24. Product quality has two dimensions which are level and consistency. (True/False)

25. Actual product has four characteristic which are features, packaging, design, and brand name. (True/False)

Essay:

1. Define service

2. Define product

3. Define branding

4. Define brand equity

5. Define labeling

6. Define packaging

7. List and explain levels of product

8. Differentiate between (1) product line, (2) product mix width, (3) product mix length and (4) product line
depth.

9. Differentiate between product quality, product features and product style & design.

10. Explain why branding benefit to consumer and to the seller.

11. Explain four strategies in brand strategy.

12. Explain the different between packaging and labeling

13. Define four characteristics of services

14. Explain four strategies in product life cycle.

CHAPTER 10: PROMOTION

Multiple choices questions:

1. Which of the following is a major form of direct response telemarketing?
a- Direct response television marketing
b-Direct response advertising
c-Direct selling

2. What are Public Relations?

A. encourage public purchase or sales of products and services
B. making sales and building customer relationship
C. Promote of good and ideas by an identified sponsor to customer
D. Building good relations with the company various public by obtaining favorable publicity,

building up a good corporate image and heading off unfavorable rumors, stories and

events

3. Forms of direct marketing

a-direct mail marketing
b-catalogue marketing
c-home shopping channel
d-all above

4. Below are the steps in the selling process, except

a) Presentation and demonstration
b) Story telling
c) Closing
d) Pre-approach

5. Which of the following is the last step that the salesperson should do in personal selling?
a) Pre-approach
b) Handling objections
c) Approach
d) Follow up

6. Prospect can be qualified by looking at below criteria, except

a) Financial ability
b) Special information
c) Volume of business
d) Location

7. What is the good listening and problem solving skills?

a) Need-satisfaction approach
b) Positive approach
c) Review points of agreement
d) Proper installation
8. This promotion tool offers to consumers of a small amount of a product for trial. This is refers to
a)Patronage rewards
b) Point of purchase
c) Price pack
d) Samples

9. The methods that marketers always use to distribute the coupon are?
i. Through the mail
ii. Freestanding inserts
iii. Through the contest
iv. Ads in newspaper and magazines
a. I and ii
b. I,ii and iii
c. Ii,iii, and iv
d. I,ii and iv

10. Where public relation department is usually located?

a. human resource department
b. financial department
c. corporate headquarters
d. near the receptionist counter

11. Many public relation practioners see their job as...

a. translating
b. communicating
c. talking
d. explaining

12. Any paid from non-personal presentation and promotion of ideas, goods, or services by an identified
sponsor is the meaning of

a. Sales Promotion

b. Marketing promotion

c. Advertising

d. Public Relation

13. Below is example of speeches. Which one is not an example of speeches that is major tool of Public
Relation?
a. Give talk
b. Sales meeting
 c. Press conference
d. Auction

14. What are the setting goals of advertisement?

a. To talk, to persuade or to inform

b. To remind, to persuade or to purpose

c. To inform, to persuade or to remind

d. To inform, to talk or to conform.

15. What is one of the three forms of mail delivery?

a. E-mail
b. Newspaper
c. Catalogs
d. Brochures

16. What is the tool used in telemarketing?

a. Telephone
b. Internet
c. Mail
d. Pamphlets

True/False question

1. Fax mail, email and voice mail is an example of telemarketing. (T / F)

2. Written materials are one of the major public relations tools. (T / F)

3. Catalogue marketing involves sending an offers, announcement, reminder or other item to a person at a
particular address (T / F)

4. Using a need-satisfaction approach, the salesperson starts with telling the product “story” to the buyer,
showing how the product will make or save money. (true/false)

5. Prospecting and qualifying is the step in the selling process in which the salesperson identifies qualified
potential consumer. (true/false)

6. The tasks for the salesperson in the pre-approach step are by using personal visit, a phone call or a letter.
(true/false)

7. During the approach step, the salesperson should know how to meet and greet the buyer. (true/false)

8. Premiums are useful articles imprinted with an advertiser’s name, given as gifts to consumers. (True/False)

9. Samples are something that offers to consumer of all amount of a product for trial. (t/f)

10. Public relation can have strong impact at lower cost.(T/F)

 11. Public relation department usually located corporate headquarter.(T/F)

12. Online is a medium of advertising. (T/F)

13. A speech is one of the major tools of Public Relation. (T/ F)

14. Good mass-market coverage is the advantages of television. (T / F)

15. Direct response telemarketing consists of direct-response advertising and home shopping channels. (T / F)

Essay

1. Define advertising

2. Explain three types for advertising objectives

3. Define public relations

4. List functions for public relations

5. Explain 4 major public relations tools

6. Define sales promotion

7. Explain 4 major tools for sales promotion

8. Define personal selling

9. Explain seven (7) steps in the selling process

10. Briefly explain the different between direct mail marketing and direct response television marketing

CHAPTER 8: PRICING

Essay

1. Define price

2. Explain any four product mix pricing strategies

3. Indicate the differences between market skimming pricing and market penetration pricing

4. Briefly summarizes competition based pricing

5. Define cost based pricing and break even pricing

6. Explain:

• Value pricing strategies

• Value added strategies

• Everyday low pricing

• High low pricing

CHAPTER 9: RETAILING & WHOLESALING

MCQ

1. What is the channel function of wholesalers?

A. Direct selling

B. Automatic vending

C. Warehousing

D. Superstores

2. Which is the true definition of wholesalers?

A. We called wholesalers that involved in selling goods and services.

B. We called wholesalers those firms engaged primarily in wholesaling activity.

C. We called wholesalers that sell goods and services.

D. We called wholesalers that produce goods and services.

3. Independently owned business that takes little to the merchant they handle. They include full-service
wholesaler and limited-service wholesaler, what type are they?

A. Merchant wholesalers

B. Broker

C. Selling agents

D. Purchasing agents

4. Below are types of wholesalers EXCEPT

A. Brokers and agents

B. Direct selling

C. Merchant wholesalers
 D. Manufacturers’ sales branches and offices

5. Below are the functions of wholesalers EXCEPT

A. Select item and built assortment for customer

B. Provide quicker delivery to buyers

C. Absorb risks of damage, theft and spoilage

D. Provide consultant to guide customers in wholesaling activities

6. Retail stores can be classified in terms of these characteristics, EXCEPT for

A. The breadth and depth of their product lines

B. The price and size of the store

C. The amount of service they offer

D. The relative prices they charge

7. Which one the following is not under direct marketing

A. Consists of direct communication with carefully targeted individual consumer to obtain an

immediate response

B. Allows the sellers to build continuous customer relationships by tailoring a steady stream of offers
to a regular customers specific needs and interest

C. Selling conducted through interactive online computer system that link consumer

D. Door-to-door selling which grown into a huge industry

8. Definition of retailers is business who sales come ____________ from retailing.

A. Secondary

B. Primarily

C. Major

D. Mostly

9. Below are the retailer classification by product line, EXCEPT

A. Specialty stores
 B. Department stores

C. Superstores

D. Stock store department

10. What are the disadvantages of automatic vending?

A. Available 24 hours

B. Fewer damaged goods

C. Convenience

D. Merchandise not returnable

11. Below are the organizations that used direct marketing :

I. Manufactures

II. Catalog merchants

III. Retailers

IV. Government

A. I, II, III

B. I, III, IV

C. I, II, III, IV

D. I, IV,II

TRUE/FALSE

12. Limited service wholesalers represent either buyers or sellers on a more permanent basis than brokers do.
(True/False)

13. Wholesaler fall into four major groups.(True/False)

14. Retailer agents are the most common type of agents wholesalers.(True/False)

15. There are three major groups in wholesalers. (True/False)

16. Wholesalers hold inventories, thereby reducing the inventory costs and risks of suppliers and customers.
(True/False)

17. Convenience store is a big store, located near an industrial area that is opened long hours seven days a
week and carries a limited line of high-turnover convenience goods.(True/False)
18. Direct marketing allows sellers to focus efficiently on the sub-markets with customized offers that better
match segments of individual needs(True/False)

19. Many institutions (manufacturers, wholesalers and retailer) do retailing. (True/False)

20. The amount of service offered by organization is one of the characteristics to retail store.(True/False)

21. Automatic teller machines provide bank customers with checking, savings, withdrawal and funds-transfer
services.(True/False)

22. The most rapidly growing area of direct marketing is online banking.(True/False)

Essay

1. Define retailing

2. Define wholesaling

3. Briefly explain 4 types of retailers

4. Explain three types of non store retailing

5. List the functions of wholesalers

6. Explain three major groups of wholesalers