FINALTERM EXAMINATION
Spring 2010
MGT301- Principles of Marketing (Session - 2)
Ref No:
Time: 90 min
Marks: 69
Question No: 1 ( Marks: 1 ) - Please choose
Which one of the following option is related with this statement “Frontal or encirclement attack on the leader in all markets with increasing country market coverage and high global share but less than the leader.”
► Global leader strategy
► Global challenger strategy
► Global follower strategy
► Global niche strategy
Question No: 2 ( Marks: 1 ) - Please choose one
Which one the following option is related with this statement “Infiltration - slow penetration of selected narrow markets with focus on selected country markets and low share of the overall market.”
► Global leader strategy
► Global challenger strategy
► Global follower strategy
► Global niche strategy
Question No: 3 ( Marks: 1 ) - Please choose
Which form of data can usually be obtained more quickly and at a lower cost?
► Primary
► Census
► Secondary
► Tertiary
Question No: 4 ( Marks: 1 ) - Please choose one
In the previous three years, four studies have been conducted on the characteristics of ABC Company’s clients. As the firm seeks to put together a report showing trends in this area, it has a hard time locating the information contained in these study reports. What does this firm seem to need?
► A marketing research manager
► A marketing databank
► Survey research
► Primary data
Question No: 5 ( Marks: 1 ) - Please choose one
ABC Research Group must guard against problems during the implementation phase of marketing research for its clients. Typically, management will not encounter which of these problems?
► Respondents who refuse to cooperate or give biased answers
► Interviewers who make mistakes or take shortcuts
► Interpreting and reporting the findings
► Primary data that conflict with secondary data
Question No: 6 ( Marks: 1 ) - Please choose one
The mental act, condition or habit of placing trust or confidence in another shows which of the following options?
► Motive
► Belief
► Behavior
► Attitude
Question No: 7 ( 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: 8 ( Marks: 1 ) - Please choose one
If Pepsi sets the price of its six packs to match exactly the price of Coca-Cola's, Pepsi is using which of the following pricing method?
► Demand-oriented
► Cost-oriented
► Experience curve
► Competition-oriented
Question No: 9 ( Marks: 1 ) - Please choose one
Which one of the following statements reflects competition-oriented pricing?
► Used when costs and revenues are considered secondary to competitors' prices
► Not useful as a method of increasing or maintaining market share
► Of little use if the competing products are homogenous
► Most often used when competing products are heterogeneous
Question No: 10 ( Marks: 1 ) - Please choose one
If producer offered a 25 percent discount to retailers that ordered ski boots in February for delivery in May, the retailer would have the option of taking advantage of which type of discount?
► Trade
► Cash
► Quantity
► Seasonal
Question No: 11 ( Marks: 1 ) - Please choose one
Payments or price reductions to reward dealers for participating in advertising and sales support programs reflects which one of the following price-adjustment strategy?
► Seasonal discount
► Allowance
► Trade discount
► Cash discount
Question No: 12 ( Marks: 1 ) - Please choose one
Which one of the following is the function of a direct channel of distribution?
► The flow of products from producers to customers
► Links producers to other marketing intermediaries
► Takes title to products and resells them
► Manages transportation and warehousing functions
Question No: 13 ( Marks: 1 ) - Please choose one
In the Gillette advertisement that claims "Gillette, the best a man can get,” What Gillette is showing in this statement?
► Receiver
► Transmitter
► Decoder
► Source
Question No: 14 ( Marks: 1 ) - Please choose one
Coupon is an example of which one of the following promotional tools?
► Personal selling
► Sales promotion
► Advertising
► Public relations
Question No: 15 ( Marks: 1 ) - Please choose one
Fraudulent usage, inability to attract potentially brand-loyal customers and use by current customers but not new customers are believed to be disadvantages of which of the following?
► Money refunds
► Frequent-user incentives
► Coupons
► Premiums
Question No: 16 ( Marks: 1 ) - Please choose one
The advertiser has to choose the pattern of the ads. Which of the following options refer to the “scheduling ads evenly within a given period” and “scheduling ads unevenly over a given time period” respectively?
► Continuity; Hard hitting
► Continuity; Pulsing
► Pulsing; Hard hitting
► Sequencing; Routing
Question No: 17 ( Marks: 1 ) - Please choose one
Which of the following communication and promotion tools involve direct connections with customers aimed toward building customer-unique value and lasting relationships?
► Personal selling and direct marketing
► Public relation and publicity
► E-commerce and e-business
► Advertising and sales promotion
Question No: 18 ( Marks: 1 ) - Please choose one
In which one of the following plans management takes decisions about potential customers, sales activities and future prospects during the next 12 months?
► Profit-sharing plan
► Trade promotion plan
► Annual call plan
► Sales quota plan
Question No: 19 ( Marks: 1 ) - Please choose one
With the use of E-Commerce, world is becoming which one of the following?
► Global village
► Global city
► Global country
► Global state
Question No: 20 ( Marks: 1 ) - Please choose one
Which of the following option is NOT related with “Key Principles for Public policy towards Marketing”?
► Consumer and producer freedom
► Curbing potential harm
► Economic recession
► Consumer education
Question No: 21 ( Marks: 1 ) - Please choose one
Through sales management supervision, what does the company do for sales force to do a better job?
► Coaches
► Motivates
► Influences
► Forces
Question No: 22 ( Marks: 1 ) - Please choose one
Competitor’s price increase is more likely to be followed due to:
► Increased advertising
► Price wars
► Falling sales
► General rising costs
Question No: 23 ( Marks: 1 ) - Please choose one
Nestle Foods, ran an ad promoting its new Nestle fruit juice in Ladies' Home Journal magazine. The ad contained a coupon for $1.00 off the purchase price of two half-gallon containers of the drink. The advertising agency that created the Nestlé’s ad for the magazine:
► Was engaged in feedback barrier removal
► Was engaged in encoding the ad
► Was responsible for decoding the ad
► Acted as the communication channel
Question No: 24 ( Marks: 1 ) - Please choose one
Which cost varies directly with the level of production?
► Overhead cost
► Variable cost
► Fixed cost
► Opportunity cost
Question No: 25 ( Marks: 1 ) - Please choose one
Which of the following is TRUE if you change the price in B.E analysis?
► It will not change the B.E point
► It will not change the sales
► It will shift the B.E point
► It will change the total fixed cost
Question No: 26 ( Marks: 1 ) - Please choose one
Which of the following direct marketing medium leads in terms of expenditures, sales and employment?
► Direct mail and catalogs
► Telephone
► Television
► Advertising
Question No: 27 ( Marks: 1 ) - Please choose one
Where sellers & buyers have to be together is known as:
► Personal selling
► Non Personal
► Personification
► Personalization
Question No: 28 ( Marks: 1 ) - Please choose one
Communication through a news story regarding an organization and/or its products that is transmitted through a mass medium at no charge is known as:
► Advertising
► Sales promotion
► Personal selling
► Publicity
Question No: 29 ( Marks: 1 ) - Please choose one
HSY gives only a limited number of dealers the right to distribute its products in their territories. Which of the following distribution it is using?
► Exclusive distribution
► Intensive distribution
► Selective distribution
► None of the given options
Question No: 30 ( Marks: 1 ) - Please choose one
Alertness is the advantage of which of the following?
► Competitor-centered company
► Customer-centered company
► Market-centered companies
► None of the given options
Question No: 31 ( Marks: 1 ) - Please choose one
“Altering the product to meet local conditions or the wants of the foreign market” is related to which of the following?
► Product invention
► Product adaptation
► Communication adaptation
► Straight product expansion
Question No: 32 ( Marks: 1 ) - Please choose one
Offering Pepsi at a lower price during the month of Ramadan is related to which of the following?
► Odd-Even Pricing
► Special-Event Pricing
► Segmented Pricing
► Skimming Pricing
Question No: 33 ( Marks: 1 ) - Please choose one
Which of the following is a strategy of causing products to become out of date before they actually need replacement and is a criticism leveled by consumers?
► Planned obsolescence
► Deceptive pricing
► Excessive markup
► High pressure selling
Question No: 34 ( Marks: 1 ) - Please choose one
Which of the following is the advantage of personal selling?
► Expensive per contact
► Labor intensive
► Many sales calls may be needed to generate a single sale
► It can be focused on prospective customers
Question No: 35 ( Marks: 1 ) - Please choose one
A manufacturer of ceiling fans has no contact, coordination and agreement with the retailers and wholesalers that are selling its products. This phenomenon is called:
► Horizontal Marketing System
► Conventional Distribution Channel
► Vertical Marketing System
► Contractual VMS
Question No: 36 ( Marks: 1 ) - Please choose one
What are the skills that a marketer should possess to successfully achieve the goals of an organization?
► 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: 37 ( Marks: 1 ) - Please choose one
Which of the following is NOT a step in the strategic planning process?
► Defining the company mission
► Planning marketing and other functional strategies
► Setting company objectives and goals
► Setting pricing policies
Question No: 38 ( Marks: 1 ) - Please choose one
Which of the following is the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing the firm.
► Marketing Intelligence
► Marketing Research
► Marketing Survey
► Experimental Research
Question No: 39 ( Marks: 1 ) - Please choose one
All of the following are examples of online marketing research EXCEPT:
► Personal interviewing
► Internet surveys
► Online focus groups
► Online panels
Question No: 40 ( Marks: 1 ) - Please choose one
Ali is well-versed in computer technology and reads all the latest information on electronics. He also has a very charming and charismatic personality, so when he recommends certain equipment, other people tend to follow his advice. Ali is a(n) _____.
► Opinion leader
► Important
► Charismatic
► All of the given options
Question No: 41 ( Marks: 1 ) - Please choose one
The consumer buyer decision process begins with:
► Need recognition
► Information search
► Evaluation of alternative
► Purchase decision
Question No: 42 ( Marks: 1 ) - Please choose one
KPV firm has limited resources. Which marketing strategy would you suggest that KPV should adopt?
► Concentrated Marketing
► Differentiated Marketing
► Undifferentiated Marketing
► None of the given option
Question No: 43 ( Marks: 1 ) - Please choose one
At the __________ stage in the product life cycle, educating the market remains a goal, but now the company also needs to meet the competition.
► Growth
► Maturity
► Decline
► All of the given options
Question No: 44 ( Marks: 1 ) - Please choose one
In the decline stage of the life cycle, there are many options available to companies with respect to the future of their products. If a company decides to reduce various product costs and hope that sales hold up, they have decided to ___________ the product.
► Reinvent
► Modify
► Harvest
► Drop
Question No: 45 ( Marks: 1 ) - Please choose one
The improved form of conventional distribution channel is:
► Vertical Marketing System (VMS)
► Horizontal Marketing System (HMS)
► Vertical Management System (VMS)
► Horizontal Management System (HMS)
Question No: 46 ( Marks: 1 ) - Please choose one
Which of the following element is important in choosing advertising media?
► Timing
► Cost
► Target Group
► All of the given options
Question No: 47 ( Marks: 1 ) - Please choose one
Digital world comprises Value and ____________.
► Customer
► Buyer
► None of the given option
► Speed
Question No: 48 ( Marks: 1 ) - Please choose one
Producer and _________ are the basic elements of marketing.
► Consumer
► Retailer
► Manufacturer
► Shop keeper
Question No: 49 ( Marks: 3 )
Which type of company may use a customer sales force structure?Support your answer with example.
Question No: 50 ( Marks: 3 )
How will you regard a company as one having “Global Vision”?
Question No: 51 ( Marks: 5 )
Briefly explain the major benefits of direct marketing.
Question No: 52 ( Marks: 5 )
Define the wheel of retailing concept?
Question No: 53 ( Marks: 5 )
What are the areas or factors in which marketing can affect the society in a negative way and the society may react opposite to the
