Executive Post Graduate Diploma in Management

Subject: Marketing Management

Sample Question paper (Reference only)

Level 1: Objective Type (2 marks each)

1. When IKEA noticed that people wanted good furniture at a substantially lower price and created
knockdown furniture, they demonstrated marketing savvy and turned a private or social need
into a(n) ________.
a. market need
b. profitable business opportunity
c. product development
d. invention
e. customer want
2. A person can obtain a product in one of four ways. Which of these ways is most appropriate
when the person trades with another person?
a.Self-producing

b.Using force

c.Begging

d.Exchanging

e.Coercing

3. When Bob sells a TV to Roger and receives $400 in cash, a(n) ___________ has just occurred.
a.transfer

b.contribution

c.donation

d.transaction

e.charitable action
4. Walt Disney’s Magic Kingdom represents ________ marketing: customers visit a fairy kingdom, a
pirate ship, or a haunted house.
a.experiential

b.services

c.event

d.celebrity

e.goods

5. Janet is very upset that she can’t get tickets to the new Rolling Stones concert. “Why do they
keep advertising the show if you can’t get tickets?” wonders Janet. Which of the following
demand states applies to Janet’s situation?
a.nonexistent demand

b.latent demand

c.full demand

d.unwholesome demand

e.overfull demand

6. When Jack purchases his air conditioning unit in the winter to avoid the high prices found in the
summer, he is exhibiting ________ demand.
a.irregular

b.declining

c.impulse

d.latent

e.negative

7. If a female consumer hates smoking and is willing to pay an extra tax just to help eliminate
smoking in her city, she is exhibiting ________ with respect to her views toward smoking.
a.negative demand

b.non-existent demand

c.latent demand

d.declining demand

e.unwholesome demand
8. In a modern exchange economy, all of the following markets are likely to exist EXCEPT
________.
a.resource market

b.manufacturer market

c.government market

d.consumer market

e.class market

9. If marketers are characterized as “gardening” rather than “hunting,” the

________ is most likely to be the concept the marketers are following.

a.production concept

b.product concept

c.selling concept

d.marketing concept

e.social responsibility concept

10. When 3M, HP, and Motorola practice researching or imaging latent needs of consumers through
a “probe-and-learn” process, they are most likely using which of the following marketing
orientations with respect to their consumers?
a.Selling orientation b.Promotion orientation

c.Supply-side orientation d.Reactive market orientation

e. Proactive marketing orientation

11. Kroger supermarkets are aggressively pursuing a strategy of capturing a larger share of the
customer’s “stomach.” Which of the following shifts in marketing management is most
appropriate for this example?
a.From relying on old market positions to uncovering new ones.

b.From marketing does the marketing to everyone does the marketing.

c.From a focus on gaining market share to a focus on building customer share.

d.From focusing on profitable transactions to focusing on customer lifetime value.

e.From building brands through advertising to building brands through performance and
integrated communications.
12. If a manager were following the traditional view of marketing wherein the firm makes
something and then sells it, all of the following would part of the “sell the product” process
sequence EXCEPT ________.

a. price b. advertise/promote

c. design product d. distribute

e. service

13. As indicated in the text, critics of Nike and its shoe products often complain that
________.
a. Nike has too many professional athletes endorsing their products
b. Nike has an unfair advantage in product design
c. Nike has unfair leverage with distributors
d. Nike shoes cost almost nothing to make yet cost the consumer so much
e. Nike does not support ecological causes

14. According to the Japanese view of the value delivery process, the company should
receive the required parts and supplies continuously through just-in-time arrangements
with suppliers. This concept would be most appropriately called ________.
a. zero customer feedback time
b. zero product improvement time
c. zero purchasing time
d. zero setup time
e. zero defect

15. Apex Corporation is known in its industry being “best of class” in terms of costs and
performance. Many companies will probably use Apex Corporation as a ________.
a. target b. benchmark

c. competitor to beat d. future supplier

e. sounding board for ideas

16. James Franks has been put in charge of gathering marketing intelligence, disseminating it
within his organization, and eventually directing action on the information. Which of the
following core business processes most closely matches with the task that Mr. Franks has
been given?
a. The market sensing process.

b. The new offering realization process.

c. The customer acquisition process.

d. The customer relationship management process.

e. The fulfillment management process.

17. Netflix, the pioneer online DVD rental service, has what is called ________ because they are
excellent in broad business processes.

a. core competency

b. distinctive capabilities

c. market savvy

d. business touch

e. intuitive synergy

18. George Day sees ________ organizations as excelling in three distinctive capabilities: market
sensing, customer linking, and channel bonding.

a. production-driven

b. globally-driven

c. human resource-driven

d. engineering-driven

e. market-driven

19. Holistic marketers achieve profitable growth by expanding ________, building customer loyalty,
and capturing customer lifetime value.

a. design skills b. customer share

c. promotion venues d. database resources

e. competitive space share

20. In the past Kodak was not necessarily known for embracing technology that did not come
from Kodak engineers and designers. However, as Kodak addresses the digital revolution
taking over the photographic industry, it wants customers to see it as a leader in digital
photography and is moving away from its connection to print-only photography. This
would be an example of which of the following value-creation steps?
a. Redefining the big idea.

b. Reshaping the business scope.

c. Repositioning the company’s brand identity.

d. Redoing its corporate logo.

e. Researching its competitors.

 21. According to a McKinsey report, CEOs need and expect all areas of their organizations to be
more efficient. Which of the following statements would be the best illustration of this need and
expectation?

a. Doing more with more.

b. Doing less with less.

c. Doing less with more.

d. Doing more with less.

e. Doing about the same with more.

22. According to a recent McKinsey report regarding characteristics that help to position
marketers as business development leaders, ________ illustrates one of those
characteristics.
a. “never bite off more than you can chew”

b. “if it ain’t broke, don’t fix it”

c. “always pursue Internet opportunities”

d. “strike while the iron is hot”

e. “identify profitable unmet needs before brainstorming creative solutions”

23. According to Collins and Porras’ Built to Last, ________ is characterized as a visionary company—
acknowledged as the industry leader and widely admired because they set ambitious goals,
communicated them to their employees, and embraced a high purpose beyond making money.

a. General Electric

b. Delta Airlines

c. Farmer’s Insurance

d. Wells Fargo

e. McDonald’s

24. Juan Garcia is seen as a ________ planner because he plans the daily promotional releases
about his company’s products and services.

a. strategic b. selective

c. tactical d. niche

e. organizational
25. Sony’s former president, Akio Morita, wanted everyone to have access to “personal portable
sound,” so his company created the Walkman and portable CD player. Which of the following
planning aids most likely assisted Mr. Morita with his vision?

a. The mission statement.

b. A SWOT analysis.

c. Knowledge of customers.

d. A database.

e. An executive summary to a formal marketing plan.

26. Which of the following most closely matches a correct market-oriented definition of a
business?
a. Missouri-Pacific Railroad—we run a railroad.

b. Xerox—we make copying equipment.

c. Standard Oil—we sell gasoline.

d. Encyclopedia Britannica—we distribute information.

e. Columbia Pictures—we make movies.

27. If you were the CEO of a company that was looking to implement strategies to fill a perceived
strategic-planning gap, you would most likely explore ________ growth first because it would be
easier to improve an existing business rather than building a new one.

a. intensive b. integrative

c. diversification d. conglomerate

e. concentric

28. If you were the marketing manager of an organization that had chosen growth via current
products sold to new markets, your organization would have chosen a ________ strategy.
a. market-penetration

b. market-development

c. product-development

d. diversification

e. concentric
29. ________ describes the way people in an organization are dressed, how they talk to one
another, and the way they greet their customers.

a. Strategic orientation

b. Competitive positioning

c. Distinctive advantage

d. HR training strategy

e. Corporate culture

30. Once an organization establishes its business mission, conducts a SWOT analysis, and goes
through a goal formulation process, it is ready to go through a step called ________ to continue
with a strategic-planning process.

a. program formulation b. strategy formulation

c. implementation d. functional analysis

e. feedback and control

31. McDonald’s has often teamed up with Disney to offer products related to current Disney films as
part of its meals for children. The best description of this form of alliance would a ________
alliance.

a. product alliance b. logistics alliance

c. pricing collaboration d. service

e. promotional

32. DuPont marketing studies to uncover personal pillow behavior for its Dacron Polyester unit that
supplies filling to pillow makers and sells its own Comforel brand. Which of the following was
revealed by research to be the primary challenge faced by DuPont in expanding sales in the
pillow industry?

a. Price.

b. People don’t want to give up their old pillows.

c. The smell associated with polyester.

d. The lack of a favorable reputation in the industry.

e. Competition from China.

33. As the manager of an organization that is attempting to build a MIS, you have been
informed that a MIS is built upon three fundamental information sources. The sources are
________, marketing intelligence activities, and marketing research.
a. external records and documents
b. databases found on the Internet
c. consultant reports
d. internal company records
e. secondary data from government sources such as the Better Business Bureau

34. Pizza Hut has millions of customer records gleaned from point-of-sale transactions at its
restaurants. Using Teradata Warehouse Miner, Pizza Hut has not only been able to ________,
but can also target its marketing to find the best coupon offers for each household and predict
the success of campaigns.

a. reduce its outside research emphasis

b. increase profits dramatically

c. reduce television advertising

d. win quality awards

e. purge expensive duplicates from its direct-mail campaigns

35. As a manager you would most likely use an internal records system to supply ________ data,
whereas, you would use your marketing intelligence system to supply happenings data.

a. demand

b. logistical

c. psychographic

d. results

e. primary

36. When McDonald’s used mystery shoppers to assess stores’ internal speed standards, McDonald’s
was using which of the following steps to improve its marketing intelligence system?

a. A company can train and motivate the sales force to spot and report new
developments.

b. A company can motivate distributors, retailers, and other intermediaries to

pass along important intelligence.

c. A company can network externally.

d. A company can set up an advisory panel.
e. A company can take advantage of government data sources.
37. Examples of ________ that were considered to be successful for toy retailers were Beanie Babies,
Furbies, and Tickle Me Elmo dolls.

a. trends

b. fashions

c. fads

d. megatrends

e. styles

38. More than half of all U.S. workers are employed in ________, in professional or related
occupations, or in a sales or other office-based position.
a. accounting

b. finance

c. computer information systems

d. database maintenance

e. management

39. As baby boomers grow older, their impact on consumer spending can be described as being
________.

a. substantial (without overstating)

b. marginal at best

c. eclipsed by the Generation X members

d. only moderate

e. stymied by higher taxes

40. According to information provided in the text, ________ is an example of a country with a very
young and rapidly expanding population where products such as milk, diapers, school supplies,
and toys would be important.

a. Japan b. France

c. Spain d. Mexico

e. the United Kingdom

Level 2: Descriptive Type (10 marks each)

1. Distinguish between the concepts of value and satisfaction.

2. Marketing people are involved in marketing ten types of entities. List and briefly characterize those
entities.

3. There are two views of the value delivery process that may be followed by organizations seeking to
gain business from consumers. Briefly, summarize each of those views.

4. A successful company nurtures its resources and competencies. A core competency has three
characteristics. Describe those characteristics.

5. Indicate the differences and similarities between the following terms: marketing plan, strategic
marketing plan, and tactical marketing plan.

6. Good mission statements are essential to being a success in business. Describe the three major
characteristics that good mission statements should have.

7. Assume that you are directed to prepare short brief explaining the steps of the Business Unit
Strategic-Planning Process. Your task is to construct such a brief by carefully outlining the steps of the
aforementioned process.

8. Describe a marketing information system (MIS). From what sources is the MIS developed?

9. What are the various steps to improve the quality of its marketing intelligence function that can be
taken by a company?

10. What is the main demographic force monitored by marketers? Why?