MIDTERM EXAMINATION
Fall 2009
MGT301- Principles
of Marketing (Session - 3)
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Time: 60 min
Marks: 50
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Question No: 1 ( Marks: 1 ) - Please choose one
A
social and managerial process by which individuals and organizations obtain
what they need and want through value creation refers to which one of the
following concepts?
► Selling
► Advertising
► Barter
► Marketing
Question No: 2 ( Marks: 1 ) - Please choose one
A
business can have excellent products and services due to excellent marketing
skills and techniques that are essential for a company's success. So what are
the requirements needed for today’s marketer to achieve the organization‘s
goals?
► Neither creativity nor critical thinking
skills
► Both
creativity and critical thinking skills
► Critical thinking skills but not creativity
► Creativity but not critical thinking
Question No: 3 ( Marks: 1 ) - Please choose one
A marketing manager of a large
consumer foods company is studying distribution, promotion, and price of the
company's product. Marketing manager is studying which one of the following
concepts?
► Marketing plan
► Marketing strategy
► Marketing mix
► Market offering
Question No: 4 ( Marks: 1 ) - Please choose one
Which
one of the following phrases reflects the marketing concept?
► The supplier is a king in the market
► Marketing should be viewed as hunting
not gardening
► This is what I make, won’t you please
buy it?
► This is what I want, won’t you please
make it?
Question No: 5 ( Marks: 1 ) - Please choose one
Which
one of the following options is best to explain the purpose of intranets?
► Buying and selling processes
► Business-to-business purchasing
► Communication among employees
► Maintaining customer relations
Question No: 6 ( Marks: 1 ) - Please choose one
What
are we going to do? And, how are we going to do? In which of the following
categories these two questions fall?
► Researching
► Planning
► Controlling
► Managing
Question No: 7 ( Marks: 1 ) - Please choose one
XYZ
Company purchased Hear Music and began making compilation music CDs to play and
sell in its stores. It has also tested new restaurant concepts; XYZ Company is
considering which of the following strategies?
► Product development
► Market development
► Diversification
► Market penetration
Question No: 8 ( Marks: 1 ) - Please choose one
The
strategic marketing process is how an organization allocates its marketing mix
resources to reach its:
► Stated business idea
► Target market
► Competition
► Area of expertise
Question No: 9 ( Marks: 1 ) - Please choose one
Which
of the following sets refers to the order or sequence of marketing management
functions?
► Control – implementation – market
planning
► Market planning – control –
implementation
► Implementation – control – market
planning
► Marketing planning – implementation -
control
Question No: 10 ( Marks: 1 ) - Please choose one
General Motors need to assess the
company's image relative to a new competitor. The time schedule is flexible,
the research budget is very limited and a low response rate will not be a major
problem. Which one of the following survey would be used by General Motors?
► Mail
► Telephone
► Personal interview
► Population
Question No: 11 ( Marks: 1 ) - Please choose one
A person on the University Book
Shop's survey asks respondents to tell the shop, in their own words, what they
like least about textbook shopping. What is a type of this question?
► An open-ended
► A
dichotomous
► A
multiple choice
► A scale
Question No: 12 ( Marks: 1 ) - Please choose one
Currently,
you find yourself involved in marketing research. The research you are using is
flexible, allows explanation of difficult questions and lends itself to showing
products and advertisements. What is this form of research?
► Personal interviewing
► Online interviewing
► Vision phone interviewing
► Mall intercepts
Question No: 13 ( Marks: 1 ) - Please choose one
Marketing
researchers usually draw conclusions about large groups of consumers by
studying which of the following small component of the total consumer
population?
► Group
► Sample
► Target
group
► Audience
Question No: 14 ( Marks: 1 ) - Please choose one
In
creating research questionnaires, which of the following is good advice for
research specialist to follow?
► Use care in the wording and ordering of
questions
► Questions do not have to be arranged
in a logical order
► Ask personal questions in the middle
of the instrument
► Avoid eye contact as it may confuse
the respondents
Question No: 15 ( Marks: 1 ) - Please choose one
How
do consumers respond to various marketing efforts the company might use? What
is a starting point of a buyer’s behavior?
► Belief
►
Subculture
► Post
purchase feeling
► Stimulus-response Model
Question No: 16 ( Marks: 1 ) - Please choose one
Which
one of the following factor relates to family that influences consumer
behavior?
►
Cultural
► Social
►
Personal
►
Business
Question No: 17 ( Marks: 1 ) - Please choose one
A change in an individual's
behavior prompted by information and experience refers to which one of the
following concept?
► Learning
► Role selection
► Perception
► Motivation
Question No: 18 ( Marks: 1 ) - Please choose one
Unique
psychological characteristics that lead to relatively consistent and lasting
responses to one’s own environment refers to which one of the following?
► Belief
► Culture
► Personality
►
Self-awareness
Question No: 19 ( Marks: 1 ) - Please choose one
The
buying process starts from which one of the following stage in which the buyer
recognizes a problem or need?
► Need recognition
►
Information search
►
Evaluation of alternative
►
Purchase decision
Question No: 20 ( Marks: 1 ) - Please choose one
The
consumer can obtain information from any of several sources. Which is NOT one of
these sources?
►
Personal
► Commercial
► Attitude
► Public
Question No: 21 ( Marks: 1 ) - Please choose one
Which
one of the following factor is the most effective source of obtaining
information that legitimizes or evaluates products for the buyer?
► Public
► Experimental
►
Personal
► Social
Question No: 22 ( Marks: 1 ) - Please choose one
You enter a shop and call the
department manager to assist in the purchase of industrial equipment. You are
considering a change in product specifications, terms or suppliers. This specifies which of the following buying
situations?
► Modified rebuy
► New
task
►
Straight rebuy
►
Gatekeeper activity
Question No: 23 ( Marks: 1 ) - Please choose one
You
purchase cleaning supplies for your custodial help regularly. It is showing which buying situation?
►
Modified rebuy
► Straight rebuy
►
Modified straight rebuy
►
Consumer buy
Question No: 24 ( Marks: 1 ) - Please choose one
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?
► Straight rebuy purchase
► Delayed purchase
► New-task purchase
► Modified rebuy purchase
Question No: 25 ( Marks: 1 ) - Please choose one
Mobilink
divides buyers into groups based on their knowledge, attitudes, uses or
responses to a product. It is obviously using which type of segmentation?
► Behavioral
►
Psychographic
►
Demographic
►
Geographic
Question No: 26 ( Marks: 1 ) - Please choose one
Following
are the variables for the segmentation of international markets EXCEPT:
► Geographic factors
► Economic factors
► Cultural
factors
► Psychological factors
Question No: 27 ( Marks: 1 ) - Please choose one
Marketers
need to position their brands clearly in target customers’ minds. The strongest
brands go beyond attributes or benefit positioning. On which of the following
basis the products are positioned?
►
Desirable benefit
► Good packaging
► Strong beliefs and values
►
Customer image
Question No: 28 ( Marks: 1 ) - Please choose one
Which
one of the following categories refers to a group of products that are closely
related because they function in a similar manner, are sold to the same
customer groups, are marketed through the same type of outlets, or fall within
given price ranges?
► Product line
► Line
extension
► Private
brand
► Product
bandwidth
Question No: 29 ( Marks: 1 ) - Please choose one
When
a company introduces additional items in a given product category under the
same brand name, such as new flavors, forms, colors, ingredients, or package
sizes refers to which of the following steps?
► Line extensions
► Product mix
► Service variability
► Service
intangibility
Question No: 30 ( Marks: 1 ) - Please choose one
The
purpose of idea generation is to create a _____ of ideas. The purpose of
succeeding stages is to _____ that number.
► Small number; reduce
► Small number; increase
► Large number; increase
► Large number; reduce
Question No: 31 ( Marks: 1 ) - Please choose one
A
review of the sales, costs and profit projections for a new product to find out
whether they satisfy the company’s objectives refers to which one of the
following concepts?
► Business feasibility
► Feasibility study
► Business analysis
► Product
acceptance
Question No: 32 ( Marks: 1 ) - Please choose one
Which
one of the following steps calls for testing new-product concepts with groups
of target consumers in new product development?
► Concept development
► Concept testing
► Idea generation
► Test
marketing
Question No: 33 ( Marks: 1 ) - Please choose one
Which
one of the following groups of people get the product exposure but is not often
perceived by the majority of potential buyers as typical consumers?
► Early Majority
► Late Majority
► Early Adopter
► Innovators
Question No: 34 ( Marks: 1 ) - Please choose one
If
BATA Company Ltd. has slow sales growth, profits are nonexistence and there are
heavy expenses incurred. Which of the following stage is being faced by the
BATA?
► Introduction
► Growth
► Maturity
► Decline
Question No: 35 ( Marks: 1 ) - Please choose one
First National Bank launches an
innovative in-home banking system tied to personal computers. The product is
not widely accepted because bank customers don't see the need for such a
service. Which one of the following is the best
discretion of product failure?
► Establishment of a customer information
system
► Organization structure
► Technological advancement
► Scanning corporate capabilities
Question No: 36 ( Marks: 1 ) - Please choose one
When
a customer pays Rs.1000 and receives a television set in return. What does this
example show?
► Exchange
►
Transaction
► Market
► Segment
Question No: 37 ( Marks: 1 ) - Please choose one
Identify
the first step in a strategic planning process.
► Define the company's mission
► Develop the business portfolio
► Plan marketing strategies
► Set objectives and goals
Question No: 38 ( Marks: 1 ) - Please choose one
The publishers of “The Economist”
developed a campaign to market the magazine to university and college students
studying business and management courses. The publishers are focusing on which
of the following strategies?
► Product development
► Horizontal diversification
► Market development
► Conglomerate diversification
Question No: 39 ( Marks: 1 ) - Please choose one
Information
about consumers, competitors and channel members (wholesalers, and retailers)
is collected mostly from which one of the following sources?
► External environment
► Internal environment
► Top management
► Middle management
Question No: 40 ( Marks: 1 ) - Please choose one
Suppose marketers at Lever
Brothers are trying to determine whether the use of coupons for detergent was
the reason for a sales increase in a particular store. What type of study
conducted to answer this question?
► Exploratory
► Descriptive
► Causal
► Qualitative
Question No: 41 ( Marks: 10 )
Discuss
the reasons of the vanishing mass market.
Mass Marketing: is defined as creation of products in bulk and then companies
sell them to the consumer.
Reasons
for vanishing Mass market:
- Now-a-days
markets are more customer-oriented and marketers and organizations usually
first determine the needs, wants and demands of a consumer and then they
create the product which is not what was done in mass marketing.
- Mass
marketing usually follows the Production concept but now-s-days companies
and marketers prefer to use the Marketing concept or Societal Marketing
concept.
