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Retail Marketing –MK0003

UNIT 1 household consumption either from a

fixed location such as department stores.
Q1.Who all is included in the supply (b) the activities involved in selling
chain? commodities directory to consumers
(a) producer (c) both a and b
(b) importer (d) none of the above
(c) retailer
(d) all of the above Q7.Arrange the following steps in order:
(i) the definition of the market to be
Q2.What is the drivers of retailing? addressed (ii) the identification of
(a) expanding computer technology alternative bases for segmentation (iii)
(b) emphases on lower costs and prices an examination of these based and the
(c) focus on productivity choice of the best base or base for
(d) all of the above Q3.____________ segmentation (iv) the identification of
provides immense opportunities to individual market segments, an
entrepreneurs assessment of their attractiveness and the
(a) retail industry selection of specific target market
(b) white good industry (a) i,ii,iii,iv
(c) manufacturing units (b) ii,i,iii,iv
(d) none of the above (c) iv,ii,iii,i
(d) iv,.ii,iii,i
Q4.Why is retailing important?
(a) develops assortments of products Q8. According to ____________, retail
(b) anticipates customers’ wants markets are required to recognize the
(c) acquires market information three stages of market segmentation.
(d) all of the above (a) Newman
(b) Kotler
Q5.What is the major concerns regarding (c) both a and b
retailing? (d) none of the above
(a) selling space available is relatively
fixed, and must return maximum profits Q9.Which of the following is true?
(b) there is always the risk of non- (a) the selling need not necessarily take
performance in terms of quality, supplies place through a store
(c) both a and b (b) retailing is done as a conducive set of
(d) none of the above activities
(c) retailing encompasses selling through
Q6.Which of the following is the correct the mail, the internet, door-to-door visit
statement? (d) all of the above
(a) retailing consists of the sake of goods
or merchandise for personal or Q10.What are the reasons for increase in
optimality of the retailing now a days?
(a) the increase in distance selling is war

(b) ships may be on residential streets, or Q15.__________ includes individuals,
in shopping streets with few or no groups, or organization that purchases
houses products or services for direct use in
(c) both a and b producing other products.
(d) none of the above (a) consumer market
(b) industrial market
Q11.The segments into which the market (c) re-seller market
is divided should be homogenous within. (d) all of the above
(a) Homogenous within
(b) Heterogeneous between Q16.___________ includes middlemen
(c) substantial or intermediaries.
(d) actionable (a) consumer market
(b) industrial market
Q12.The customers in different (c) re-seller market
segments should be as different as (d) all of the above
possible with respect to their needs and
buying behavior. Q17. Which of the following is incorrect
(a) Homogenous within statement?
(b) Heterogeneous between (a) market segmentation is the process of
(c) substantial dividing the heterogeneous total market
(d) actionable into small groups of customers who
share a similar set of wants.
Q13.___________ includes individuals (b) a segment is a relatively homogenous
and households who buy goods or group and hence responds to marketing
services for their own use. mix in a similar way
(a) consumer market (c) a niche is a more narrowly defined
(b) industrial market group seeking a distinctive mix of
(c) re-seller market benefits
(d) all of the above (d) all of the above

Q14.Which of the following is correct Q18.___________ is products that are

statement? purchased frequently but in which the
(a) a market is a group potential consumer is not willing to spend much
customer with similar needs who are time or effort.
willing to exchange something of value (a) shopping products
with sellers offering various goods and (b) convenience products
services that can satisfy these needs. (c) specialty items
(b) the argument for mass marketing is (d) unsought items
that it creates the largest potential Q19.______________ are products that
market, which can lead to higher sales a customer feels are worth the time and
(c) with increase in completion , the effort to compare what competing
mass marketing approach may not be products.
feasible (a) shopping products
(d) all of the above (b) convenience products

(c) specialty items UNIT 2
(d) unsought items
Q1.A theory of retail consumption that
Q20.What is the benefits of market states that retailing institutions, like the
segmentation? products they distribute, pass through an
(a) helps retailer in identifying the target identifiable cycle.
population (a) dialectic process
(b) developing a customized marketing (b) gravity model
programme in terms of product/service (c) retail accordion theory
offering (d) retail lifecycle theory
(c) pricing strategy
(d) all of the above Q2.What is the principles for successful
independent retailers?
Q21.___________ is products that (a) be prepared for change
potential customers do not yet want or (b) provide extraordinary service
know about. (c) employ the nest significance of the
(a) shopping products internet
(b) convenience products (d) all of the above
(c) specialty items
(d) unsought items Q3.These is giants such as Wal-Mart,
Target, and Kmart.
Q22.Which of the following statement is (a) department stores
false? (b) discount stores
(a) retailer may use a geographical (c) category killers
dimension to define its trade area (d) specialty stores
(b) a retailer must decide one product –
market dimensions for segmenting the Q4. A theory of retail completion that
market sates that retailing institutions, like the
(c) retailing is associated with that aspect products they distribute, pass through an
of the transaction where the final customer identifiable cycle.
(d) none of the above Q23.What (a) dialectic process
is the uses of market (b) gravity model
segmentation? (c) retail accordion theory
(a) helps a retail chain in deciding (d) retail lifecycle theory
locations for its new stores
(b) helps a retailer in merchandising Q5.These are the giant retailers that
decisions dominate one area of merchandise.
(c) helps the retailer in developing more (a) department stores
effective and accurate promotional (b) discount stores
campaigns. (c) category killers
(d) all of the above (d) specialty stores

Q6.These include Crate & Barrel, the

Body Shop.
(a) department stores

(b) discount stores Q12.It is a theory of retail institutional
(c) category killers changes that states that retailing
(d) specialty stores institutions that can most effectively
adapt to environmental changes are the
Q7. What are the main stages in retail ones that are most likely to prosper or
lifecycle theory? survive.
(a) innovation (a) wheel of retailing theory
(b) accelerated development (b) natural selection theory
(c) maturity (c) central place theory
(d) all of the above (d) gravity model

Q8.An evolutionary theory based on the Q13.It is a model that ranks

premise that retail institutions evolve. communities according to the assortment
(a) dialectic process of goods available in each.
(b) gravity model (a) wheel of retailing theory
(c) retail accordion theory (b) natural selection theory
(d) retail lifecycle theory (c) central place theory
(d) gravity model
Q9.It is a theory of retail institutional
changes that explains retail evolution Q14.According to the text, the most
with an institutional life cycle concept. dramatic of the environments that
(a) wheel of retailing theory affect marketing and appears to be
(b) natural selection theory now shaping our world is the
(c) central place theory ________________ environment.
(d) gravity model (a) natural
(b) demographic
Q10. A theory about the structure of (c) economic
market areas. (d) technological
(a) dialectic process
(b) gravity model Q15.The "in" suppliers are most likely to
(c) retail accordion theory get nervous and feel pressure to
(d) retail lifecycle theory put their best foot forward in
which of the following types of
Q11.A theory of retail institutional buying situations?
changes that suggest that retail (a) modified rebuy
institutions gap from outlets with wide (b) new task buying
assortments to specialized , narrow line (c) straight rebuy
store merchants and then back again to (d) indirect rebuy
the more general.
(a) dialectic process Q16.All of the following are ways that
(b) gravity model marketing plays a key role in the
(c) retail accordion theory company's strategic planning
(d) retail lifecycle theory EXCEPT:
(a) marketing provides a guiding

(b) marketing is the only
discipline that can provide a Q20.A company's compensation plan
formal structure for the should reflect its overall marketing
planning effort. strategy. For example, if the
(c) marketing provides inputs to overall strategy is to grow rapidly
strategic planners by helping to and gain market share, the
identify attractive market compensation plan should reward:
opportunities. (a) loyalty and perseverance.
(d) within individual business (b) spot selling and old product
units, marketing designs rejuvenation.
strategies for reaching the (c) high sales performance and
unit's objectives. encourage capturing new
Q17.Which of the following is foreign (d) high pressure situations and
owned (even though it is competitive reaction.
traditionally thought of as a U.S.
company)? Q21.Traditionally, companies have
(a) IBM defined their businesses in product
(b) Xerox terms or in technological terms.
(c) Kodak However, mission statements
(d) Universal Studios should be all of the following
Q18.In an example discussed in your text, (a) market oriented
Johnson & Johnson's recall of their (b) a statement of religion.
Tylenol product following (c) motivating.
the discovery that several bottles (d) based on distinctive
of Tylenol had been laced with competencies.
cyanide is consistent with which
business philosophy? Q22.A price reduction to buyers who
(a) The marketing concept. buy in large volumes is called
(b) The product concept. a(n):
(c) The selling concept. (a) quantity discount.
(d) The societal marketing (b) cash discount.
concept. (c) seasonal discount.
(d) trade discount.
Q19._________________ is the step in
the selling process in which the Q23.R&D and engineering first produce
salesperson learns as much as the product concept into a physical
possible about a prospective product during which of the
customer before making a sales following stages of the new
call. product development process?
(a) Prospecting (a) Concept development and
(b) Preapproach testing
(c) Approach (b) Marketing strategy
(d) Handling objections (c) Business analysis

(d) Product development Q24.All (b) vertical conflicts.
of the following are criticisms leveled (c) layer-based conflicts.
against marketing by critics EXCEPT: (d) parallel conflicts.
(a) harming consumers through
high prices. Q28.________________ is a philosophy
(b) harming consumers through holding that a company's
deceptive practices. marketing should support the best
(c) harming consumers through long-run performance of the
high-pressure selling. marketing system.
(d) harming consumers through (a) Enlightened marketing
too many product choices. (b) Myopic marketing
(c) Fundamental marketing
Q25.If Toyota describes one of its cars of (d) Conceptual marketing
the future as being "a moderately
priced subcompact designed as a Q29.A company is practicing
second family car to be used ________________ if it focuses
around town; the car is ideal for on subsegments with distinctive
running errands and traits that may seek a special
visiting friends," then the company combination of benefits.
has just stated a potential new (a) micromarketing
product in terms of a(n): (b) niche marketing
(a) product idea (c) mass marketing
(b) product image (d) segment marketing
(c) product concept
(d) product feature Q30.If a consumer describes a car as
being the "most economical car on
Q26.The primary reason that many the market," then this descriptor is
companies work to become the a:
"low-cost producers" in their (a) rule.
industry is because: (b) attitude.
(a) they can generate more (c) belief.
advertising. (d) cue.
(b) they can please top
management. UNIT 3 & 4
(c) they can gain tax advantages.
(d) they can set lower prices that Q1.In ____________, the retailer makes
result in greater sales and careful study of the needs of the
profits. customer and attempts to satisfy those
Q27.Conflicts between different levels of (a) customer orientation
the same channel of distribution are (b) goal orientation
referred to as: (c) value driven approach
(a) horizontal conflicts. (d) coordinated effort

Q2.What is the major criteria’s for the consumer with merchandise having the
right customer approach? price and quality appropriate for the
(a) creating the right environment target market.
(b) listening to customers (a) customer orientation
(c) both a and b (b) goal orientation
(d) none of the above (c) value driven approach
(d) coordinated effort
Q3.Which of the following is correct?
(a) relationship marketing uses the Q8.What is the issues that can be taken
individual –driven tactics of customer care of by the zoning and planning?
retention marketing (a) are there restrictions that will limit or
(b) the ongoing process of identifying hamper retail operations?
and creating the new value of a (b) will construction or changes in city
relationship is relationship marketing traffic or new highways present barriers
(c) both a and b to your store
(d) none of the above (c) both a and b
(d) none of the above
Q4.According to ___________, the Q9.____________ was established by
retailer has clear cut goals and devices Christaller.
strategies to achieve those goals. (a) Central Place Theory
(a) customer orientation (b) Spatial Interaction Theory
(b) goal orientation (c) Land Value theory
(c) value driven approach (d) none of the above
(d) coordinated effort
Q10.Which of the following steps is
Q5.__________ means physical involved in the retail strategic process
repackaging of the products by retailers planning?
in small unit sizes according to (a) setting short-term and long-term
customers’ convenience and stocking objectives with regard to image and
requirements. profitability
(a) breaking bulk (b) evaluating and revising the plan
(b) extending services depending on the nature of the internal
(c) holding stock and external environment
(d) none of the above (c) deciding the broad direction the
company must talk in the future
Q6. What are the considerations that (d) all of the above
influence the selection of a particular
shopping centre? Q11.___________ is defined as the flow
(a) merchants association of goods, people, or information among
(b) landlord responsiveness places, in response to localized supply
(c) lease terms and demand.
(d) all of the above (a) Central Place Theory
(b) Spatial Interaction Theory
Q7.According to ____________, the (c) Land Value theory
retailer offers good value to the

(d) none of the above (c) charge regular staff and avoids
Q12.According to ____________, every (d) all of the above
activity of the firm is aligned to the goal
and is designed to maximize its efficiency Q17.Which of the following steps is
and deliver value to the consumer. included in the international retailing?
(a) customer orientation (a) quantification
(b) goal orientation (b) cultural differences
(c) value driven approach (c) regulatory issues
(d) coordinated effort (d) all of the above

Q13.Which of the following statement is Q18.It consists of a simple framework

false? covering relevant factors regarding geo-
(a) in retail deciding the broad direction demographics.
the company must talk in the future (a) analogue analysis
(b) retail strategy indicates how the firm (b) checklist analysis
plans to focus its resources to accomplish (c) regression modeling
its objectives (d) financial analysis
(c) both a and b
(d) none of the above Q14.____________ Q19.Which of the following concepts is
is also known as bid rent theory and urban correct in context of strategic
rent theory. positioning?
(a) Central Place Theory (a) customer orientation
(b) Spatial Interaction Theory (b) goals orientation
(c) Land Value theory (c) value driven approach
(d) none of the above (d) all of the above
Q20.______________ is a complicate
Q15.It attempts to predict the economic process.
performance of a particular site by (a) analogue analysis
assessing its potential against the already (b) checklist analysis
running stores after incorporating (c) retail area development
differences between the proposed site and (d) financial analysis
the existing outlets.
(a) analogue analysis Q21. What are the key players of retail
(b) checklist analysis area development?
(c) regression modeling (a) developers
(d) financial analysis (b) the public
(c) retailers
Q16.What is the principles followed by (d) all of the above
the successful independent retailers?
(a) be prepared for staff change Q22.What is the basis on which the
(b) employ the best possible staff selection of the city depends?
(a) population or population growth in
the trading area

(b) total purchasing power and its (a) Who are the shopper and consumer
distribution of their products, services, and brands-
(c) size of the city’s trading area national or private labels?
(d) all of the above (b) Segments of shoppers/consumers
based on the patterns of shopping and
Q23.Which of the following statement is consumption behavior
false? (c) Reasons for not patronizing the store
(a) a store may satisfy characteristics of a (d) all of the above
good name
(b) large retail chains operate on hub and Q4. Which of the following statement is
spoke concept incorrect?
(c) it is important that retailers (a) The pricing strategy for newly
understand the location decision in the introduced product can be either high-
context of stores operations skimming is low penetration
(d) none of the above (b) Inventory management plan provides
information regarding sales velocity
Q24.What is the factors that make the (c) The product category life cycle
location decision important? describes the from of marketing pattern
(a) transportation cost over time
(b) human resource cost (d) None of the above
(c) the volume of the business
(d) all of the above Q5.What is the main aspects for optimal
(a) breadth
(b) Depth of stock assortment
UNIT 5 & 6 (c) both a and b
(d) None of the above
Q1.What is the key components of
merchandise budget? Q6.What is the point to be considered
(a) project sales for devising a strategic merchandise
(b) Inventory plan purchase?
(c) estimated reductions (a) How much width will your store
(d) all of the above carry?
(b) How much consistency will your
Q2.What all is included in assortment store have?
planning? (c) How does the 80/20 principle apply?
(a) Merchandise planning in units (d) all of the above
(b) target market analysis
(c) Completion analysis Q7.What is the key issues related to
(d) all of the above retail branding?
(a) Brand management of the retail
Q3. What are the basic aspects on which outlet
the retailers can analyze the information (b) Deciding whether or not to opt for
related to their target segments? the strategy of self own branding.
(c) both a and b

(d) none of the above non-negotiable based on the selection of
the products made by the purchasers
Q8.What is the decisions criteria for (a) price lining
selecting new offers? (b) psychological pricing
(a) is the item useful to the target (c) extinction pricing
segment? (d) bundled pricing
(b) Has the item been test-market? Q13._____________ is method of
(c) does the new offer duplicate an setting prices intended to have special
existing offering? appeal to consumers.
(d) all of the above (a) price lining
(b) psychological pricing
Q9. Which of the following statement is (c) extinction pricing
correct? (d) bundled pricing
(a) Product management by the retail
firm is critical to the satisfaction of Q14. It uses consumers’ frame-of-
consumer needs. reference that is established through
(b) Product management is also an previous experience of purchasing the
implementation of the segmentation sports product or through high levels of
strategy of the retailer who attempts to information search.
attract the target segment through the (a) reference pricing
product profile and the specifics pricing (b) TV additional pricing
strategies. (c) odd-even pricing
(c) both a and b (d) none of the above
(d) none of the above
Q15.It uses historical or long-standing
Q10.What is the key retail price prices for a sports product to determine
objectives? the pricing.
(a) to maximize long-and short term (a) reference pricing
profit (b) TV additional pricing
(b) to increase sales volume (c) odd-even pricing
(c) to increase sales value (d) none of the above
(d) all of the above
Q16.When deciding on pricing
Q11.__________ refers to the offering objectives a retailer needs to consider:
of merchandise at a number of specific (a) The overall financial. marketing and
but predetermined prices. other objectives of the retail business
(a) price lining (b) The characteristics of product brand
(b) psychological pricing (c) Consumer price elasticity and price
(c) extinction pricing points
(d) bundled pricing (d) all of the above

Q12.____________ occurs in the case of Q17. It is setting prices at odd numbers

the retail sale of otherwise distinct and to denote lower price or a “good deal” or
identifiable products for one non- setting prices at even numbers.
itemized price that dies not vary and is

(a) reference pricing
(b) TV additional pricing Q22. A method of pricing in which the
(c) odd-even pricing seller attempts to set price at a level that
(d) none of the above Q18.__________ the intended buyers are willing to pay.
is a strategy which involves setting low (a) demand-oriented pricing
prices in order to discourage or deter (b) pre-emptive pricing
potential new entrants to the retailer’s (c) extinction pricing
market, and is (d) perceived-value pricing
especially suited to markets in which the Q23._________is basically money
retailer does not enjoy any market returned to the buyer on the basis of
privilege and entry to the market is some portion of the purpose price.
relatively straight-forward. (a) coupons
(a) bundled pricing (b) rebates
(b) pre-emptive pricing (c) price increase
(c) extinction pricing (d) none of the above
(d) perceived-value pricing
Q24.They is written promises that the
Q19.It is a method of pricing in which store will sell the merchandise that is out
the seller attempts to set the price at the of stock at sale prices as and when the
level that the intended buyers value the merchandise arrives.
product. (a) coupons
(a) bundled pricing (b) rebates
(b) pre-emptive pricing (c) price increase
(c) extinction pricing (d) Rain check
(d) perceived-value pricing
Q25.It is the difference between net
Q20. ____________ has the overall sales and the total cost of goods sold.
objective of eliminating completion, and (a) Gross margin
involves setting very low prices in the (b) Gross profit
short term in order to ‘undercut’ (c) Horizontal price fixing
completion. (d) Leader pricing
(a) bundled pricing
(b) pre-emptive pricing Q26.It is the difference between net
(c) extinction pricing sakes and the total cost of goods sold.
(d) perceived-value pricing (a) Gross margin
(b) Gross profit
Q21.It is a method of pricing in which (c) Horizontal price fixing
the seller attempts to set the force at the (d) Leader pricing
kevel that the intended buyers value the
product. Q27.It is an agreement among
(a) bundled pricing manufacturers, wholesalers, or retailers
(b) pre-emptive pricing to set certain prices.
(c) extinction pricing (a) Gross margin
(d) perceived-value pricing (b) Gross profit

(c) Horizontal price fixing (b) Some of the main factors will be
(d) Leader pricing concerns about lack of insecure payment
Q28.It is observed when a retailer (c) Most retailers in Africa are now
advertises and sells selected items in its familiar with IT features
good/service assortment at less than the (d) The ultimate success of the internet
usual profit margin. will depend on whether the Indian
(a) Gross margin consumer has access
(b) Gross profit
(c) Horizontal price fixing Q3.Which of the following are included
(d) Leader pricing in the A/P reports?
(a) Quotation summary
Q29.It is the difference between (b) Accounts receivables summary
merchandise costs and retail selling (c) Vendors aging detail
price. (d) Deposit list
(a) mark-up
(b) mark-up pricing Q4. Which of the following are included
(c) markdown in Bank?
(d) market penetration (a) Quotation summary
(b) Accounts receivables summary
Q30.It drive cost-oriented pricing (c) Vendors aging detail
wherein a retailer sets prices by adding (d) Deposit list
per unit merchandise costs, retail-
operating expenses , and desired profit. Q5.What is the key advantages of
(a) mark-up integrated accounting?
(b) mark-up pricing (a) Decrease labor cost involved in
(c) markdown maintaining company books
(d) market penetration (b) Accurate posting and balancing of
sales data
(c) One company solution versus support
UNIT 7 & 8 from multiple 3rd parties.
(d) all of the above
Q1.Which of the following are included
in the A/R reports? Q6.Which of the following is included in
(a) Quotation summary the General ledger?
(b) Accounts receivables summary (a) Daily journal
(c) Vendors aging detail (b) Balance sheet
(d) Deposit list (c) Pick ticket
(d) Deposit list
Q2.Which of the following is correct
false? Q7.Which of the following is included in
(a) Consumer demand for the internet is a the sales reports?
key component (a) Quotation summary
(b) Accounts receivables summary
(c) Vendors aging detail

(d) Deposit list (d) more specific and practical than
marketing strategy.
Q8.Which of the following is included in
the General ledger? Q14. Which of the following statements
(a) Daily journal are not true of market challengers?
(b) Balance sheet (a) They have a vested interest in the
(c) Pick ticket status quo.
(d) Deposit list (b) They often direct their competitive
activity at smaller firms
Q9.Which of the following is included in (c) They tend to use penetration pricing
the Forms? strategies as a way of expanding their
(a) Daily journal existing business.
(b) Balance sheet (d) They carry out flanking activities
(c) Pick ticket Q15. West Coast Fish have no formal
(d) Deposit list organisation for marketing. Where this
would be stated in its marketing plan?
Q10. When a company acquires a (a) Financial controls.
supplier through an acquisition strategy, (b) Executive summary.
this is referred to as: (c) SWOT Analysis.
(a) backward integration. (d) Marketing strategy
(b) vertical marketing system.
(c) horizontal integration. Q16. The ACME Company sets its
(d) forward integration marketing budget by estimating the
market leader's marketing spends. This
Q11. Introducing new products to approach to setting a budget is called:
existing markets is an example of: (a) percent of sales method.
(a) vertical diversification. (b) comparative parity method.
(b) conglomerate diversification. (c) marginal approach.
(c) concentric diversification. (d) objective and task method
(d) horizontal diversification Q12.
What is the statement of the Q17. To develop its market segments,
organisation's purpose? West Coast Fish planned sales visits to
(a) Organisational perspective. the top 25 hotels and restaurants in
(b) Mission statement. Ireland. Where would this appear in a
(c) Organisational intent marketing plan?
(d) none of the above (a) Executive summary.
(b) Marketing strategies.
Q13. Corporate strategy is: (c) Action plans.
(a) the implementation of plans to (d) Critical issues.
achieve long-term aims.
(b) the framework for functional Q18. ACME Company sets its
marketing strategy. advertising budget by only spending up
(c) decided by functional marketing to the point where any further spending
strategy. would not generate enough extra

business to justify the outlay. What (d) five
approach is it using to setting the
budget? Q5. This is the most common source for
(a) Objective method. buying soap, which usually forms a part
(b) Marginal approach. of the month’s grocery list.
(c) Comparative parity method. (a) kirana store
(d) All-you-can-afford method. (b) pan-beedi shops
(c) departments stores in India
UNIT 9 & 10 (d) none of the above

Q1.Which of the following given Q6.The aspects of boom in retailing in

courses are helpful in any business India:
activity? (a) the emergence of newer, specialized
(a) general marketing and bigger retail formats
(b) business law (b) deeper and wider penetration of retail
(c) general management network in rural India prompted by
(d) all of the above greater recognition of the potential of
rural markets especially in the FMCG
Q2.What are the factors leading to and consumer durables sector
manufacturer’s maximization of (c) both a and b
exposure in given retail outlet? (d) none of the above
(a) number and size of physical ‘facings’
on the shelves Q7.What are the factors that has led to
(b) identified brand areas the survival of neighborhood stores?
(c) multiple positions within the store (a) location convenience
and promotional opportunities outside (b) India has low motorized vehicle
the store. penetration levels
(d) all of the above (c) Indian consumers prefer fresh
grocery rather than keeping bulk and use
Q3.The independent stires that survive stale ones
and prosper will be those who: (d) all of the above
(a) recognize and act on their
competitive strengths and weaknesses Q8. There are very few _____________
(b) understand who their customers are and the ‘Indianised’ version of
and what they want departmental stores is called ‘Sahkari
(c) identify and fill a viable niche in the Bhandars’
marketplace (a) kirana store
(d) all of the above (b) pan-beedi shops
(c) departments stores in India
Q4.There are predominately (d) none of the above
__________ types of traditional retail
formats. Q9. These are basically run at low scale,
(a) two mostly as a secondary business activity.
(b) three (a) retail outlets with in villages
(c) four (b) periodic markets

(c) geographical markets in a new category.
(d) all of the above (a) Duobranding
(b) Line extension
Q10.__________ are traditional places (c) Brand extension
where the rural consumers congregate as (d) Multibranding
a rule.
(a) retail outlets with in villages Q15. The fact that services cannot be
(b) periodic markets stored for later use or sale is
(c) geographical markets evidence of their:
(d) all of the above (a) intangibility.
(b) inseparability.
Q11.These are small shops, almost like (c) variability.
handcarts, and are primarily set up to (d) perishability.
dispense cigarettes and chewing tobacco.
(a) kirana store Q16. _________________ is the concept
(b) pan-beedi shops under which a company carefully
(c) departments stores in India integrates and coordinates its
(d) none of the above many communications channels to
deliver a clear, consistent, and
compelling message about the
Q12. All of the following are commonly organization and its products.
recognized promotion budget (a) The promotion mix
formats EXCEPT: (b) Integrated international affairs
(a) the affordable method (c) Integrated marketing
(b) the LIFO method communications
(c) the percentage-of-sales method (d) Integrated demand
(d) the objective-and-task method characteristics

Q13. When a company reviews sales, Q17. Catalog marketing is big business
costs, and profit projections for a in the United States. The average
new product to find out whether household receives
these factors satisfy the company's ______________ catalogs per
objectives, they are in which of the year.
following new process development (a) 25
stages? (b) 50
(a) Concept development and (c) 75
testing. (d) 100
(b) Commercialization.
(c) Business analysis. Q18. A company faces several major
(d) Marketing strategy decisions in international
development. marketing. The first of these
decisions is often:
Q14. _______________ is a strategy of (a) deciding whether to go
using a successful brand name to international.
launch a new or modified product (b) looking at the global marketing

environment. by which a company can divide up
(c) deciding which markets to its sales responsibilities EXCEPT:
enter. (a) territorial sales force structure.
(d) deciding how to enter markets. (b) pychographic trait sales force
Q19. A ____________________ is the (c) product sales force structure.
way consumers perceive an actual (d) customer sales force structure.
or potential product.
(a) product idea Q23. If your company were to make a
(b) product image product such as a suit of clothes
(c) product concept and sold that product to a retailer,
(d) product feature your company would have sold to
the ___________ market.
Q20. The American Marketing (a) reseller
Association suggests a list of code (b) business
of ethics. All of the following are (c) government
ethics suggested in the area of (d) service
distribution EXCEPT:
(a) not manipulating the Q24. The course of a product's sales and
availability of a product for profits over its lifetime is called:
purpose of exploitation. (a) the sales chart.
(b) not using coercion in the (b) the dynamic growth curve.
marketing channel. (c) the adoption cycle.
(c) using gray marketers whenever (d) the product life cycle.
possible to save the consumer
money. Q25. The type of trade-promotion
(d) not exerting undue influence discount in which manufacturers
over the reseller's choice to agree to reduce the price to the
handle a product. retailer in exchange for the
retailer's agreement to feature the
Q21. Given recent information about manufacturer's products in some
growth trends and growth potential way is called a(n):
of ethnic populations within the (a) discount.
U.S. market, which of the following (b) allowance.
ethnic groups would be (c) premium.
a best bet to double during the next (d) rebate.
half century and become one of
the U.S. market's most viable Q26. he most logical budget setting
segments? method is found in the list below.
(a) Hispanics and Asians Which is it?
(b) African Americans (a) Affordable method
(c) Western Europeans (b) Percentage-of-Sales method
(d) Middle Eastern (c) Competitive-parity method
(d) Objective-and-task method
Q22. All of the following are methods

Q27. The place in the business buying Q31. ________________ has the
behavior model where advantage of being high in
interpersonal and individual selectivity; low cost; immediacy;
influences might interact is called and interactive capabilities.
the: (a) Direct Mail
(a) environment. (b) Outdoor
(b) response. (c) Online
(c) stimuli. (d) Radio
(d) buying center.
Q32. The choice between high markups
Q28. When producers, wholesalers, and and high volume is part of which
retailers act as a unified system, of the following retailer marketing
they comprise a: decisions?
(a) conventional marketing (a) Target market decisions
system. (b) Product assortment and
(b) power-based marketing services decisions
system. (c) Pricing decisions
(c) horizontal marketing system. (d) Promotion decisions
(d) vertical marketing system.
Q33. If an advertiser wants flexibility,
Q29. One common misuse of marketing timeliness, good local market
research findings in contemporary coverage, broad acceptability, and
business is the tendency for high believability, the advertiser
marketing research to: will probably choose which of the
(a) become a vehicle for pitching following mass media types?
the sponsor's products. (a) Newspapers
(b) become a vehicle for (b) Television
discriminating in the (c) Direct Mail
marketplace. (d) Radio
(c) become a means for raising
prices. Q34. If your company were to make
(d) become a means for unfair light bulbs to be used in
competition. photocopiers, you would most
likely be selling to a
Q30. ______________ is a person's ________________ market.
distinguishing psychological (a) reseller
characteristics that lead to (b) business
relatively consistent and lasting (c) government
responses to his or her own (d) service
(a) Psychographics Q35. If a government uses barriers to
(b) Personality foreign products such as biases
(c) Demographics against a foreign company's bids,
(d) Lifestyle or product standards that go
against a foreign company's

product features, the government (b) Manufacturer's brand
is using: (c) Private brand
(a) protectionism. (d) Co-brand
(b) exchange controls.
(c) exchange facilitators. Q40. When personal interviewing
(d) nontariff trade barriers. involves inviting six to ten people
to gather for a few hours with a
Q36. A(n) _______________ is a name, trained interviewer to talk about a
term, sign, symbol, or design, or a product, service, or organization,
combination of these that identifies the method is called:
the maker or seller of a product or (a) selective sponsorship.
service. (b) probing.
(a) product feature (c) focus group interviewing.
(b) sponsorship (d) the Delphi method
(c) brand
(d) logo

Q37. All of the following factors can

affect the attractiveness of a
market segment EXCEPT:
(a) the presence of many strong
and aggressive competitors.
(b) the likelihood of government
(c) actual or potential substitute
(d) the power of buyers in the

Q38. A _______________ is any activity

or benefit offered for sale that is
essentially intangible and does not
result in the ownership of anything.
(a) demand
(b) basic staple
(c) product
(d) service

Q39. If Mark Mars pays Hershey Foods

Corporation for the right to use
their name on his line of T-shirts,
then Mr. Mars is using which type
of branding?
(a) Licensed brand

Answers to Retail Marketing –MK0003

UNIT-1 UNIT-2 UNIT-3 & 4 UNIT-5 & 6

1 D 1 C 1 A 1 D
2 D 2 D 2 C 2 D
3 A 3 B 3 B 3 D
4 D 4 D 4 B 4 C
5 C 5 C 5 A 5 C
6 C 6 D 6 D 6 D
7 A 7 D 7 C 7 C
8 B 8 A 8 C 8 D
9 D 9 A 9 A 9 C
10 C 10 B 10 D 10 D
11 A 11 B 11 B 11 A
12 B 12 B 12 D 12 D
13 A 13 C 13 D 13 B
14 D 14 D 14 C 14 A
15 B 15 A 15 A 15 B
16 C 16 B 16 D 16 D
17 D 17 D 17 D 17 C
18 B 18 D 18 B 18 B
19 C 19 B 19 D 19 D
20 D 20 C 20 C 20 C
21 D 21 B 21 D 21 D
22 D 22 A 22 D 22 A
23 D 23 D 23 A 23 A
24 D 24 D 24 D
25 C 25 A
26 D 26 B
27 B 27 C
28 A 28 D
29 B 29 A
30 C 30 B
UNIT-7 & 8 UNIT-9 & 10
1 B 1 D
2 B 2 D
3 C 3 D
4 D 4 A
5 D 5 A
6 A 6 C
7 A 7 D
8 B 8 C
9 C 9 A
10 D 10 B
11 A 11 B
12 B 12 B
13 D 13 C
14 C 14 C
15 A 15 D
16 C 16 C
17 D 17 B
18 D 18 B
19 B
20 C
21 A
22 B
23 A
24 D
25 B
26 D
27 D
28 D
29 A
30 B
31 C
32 C
33 A
34 B
35 D
36 C
37 B
38 D
39 A
40 A