NMIMS GLOBAL ACCESS SCHOOL FOR CONTINUING EDUCATION

MARKETING MANAGEMENT

Question Bank
Multiple Choice Questions
1. Marketing is a process of converting the potential customers into …………..

a) Actual customers

b) Prospective customers

c) Marketers

d) None of these

2. “Many people want BMW, only few are able to buy” this is an example of
a. Need

b. Want

c. Demand

d. Status

3. The group of elements price, product, promotion and place constitute

a) market mix

b) marketing mix

c) product mix

d) promotion mix

4. This of the following is not a type of Marketing Concept

a. The production concept

b. The selling concept

c. The societal marketing concept

d. The Supplier Concept

5. “Get out production, cut the price”- Philosophy by Henry Ford is an example of

a. Marketing Concept

b. Selling Concept
 c. Production Concept

d. Product Concept

6. ………….. is the father of Modern Marketing

a. Peter Drucker

b. Philip Kotler

c. Lester Wunderman

d. Abraham Maslow

7. ………………… defined as all psychological, social and physical behaviour of potential customers as
they become aware of, evaluate, purchase, consume and tell others about the product and
services

a. Customer Value

b. Consumer Behavior

c. Holistic Marketing

d. Societal Marketing

8. Marketing Environment is

a) Largely uncontrollable

b) Changing fast

c) Influencing marketing decisions

d) All of these

9. Which of the following is not included in the micro environment

a) Suppliers

b) Publics

c) Economic

d) Customers

10. This company is well known for Technology innovation, Great value and act as a game changer

a. Nokia

b. Apple

c. HTC

d. Samsung
 11. ……reflects the sum of the perceived tangible & intangible benefits & costs to
customers

a. Customer Satisfaction

b. Customer Value

c. Customer Delight

d. None of the above

12. Behaviour exhibited while purchasing a car is an example of…………….

a) Dissonance Reduction Buying Behaviour

b) Variety Seeking Buying Behaviour

c) Complex Buying Behaviour

d) Habitual Buying Behaviour

13. Consumers show …………… while buying their products on regular basis

a) Dissonance Reduction Buying Behaviour

b) Variety Seeking Buying Behaviour

c) Complex Buying Behaviour

d) Habitual Buying Behaviour

14. The negative feeling which arise after purchase causing inner tension is

known as…...

a) Cognitive dissonance

b) Post purchase dissonance

c) Buyer’s remorse

d) All of these

15. Sub-dividing of market into homogeneous sub-sections of customers is known as

a) Target marketing

b) Market segmentation

c) Product differentiation

d) None of these

16. The essential criteria for effective segmentation is

b) Measurability

c) Profitability

d) All of these

17. Serving a small market not served by competitors is known as………….

a) Local marketing

b) Niche marketing

c) Segment marketing

d) Individual marketing

18. Which of the following is not an element of demographic segmentation

a) Family size

b) Population density

c) Income

d) Religion

19. The act of creating an image about a product or brand in the consumers mind

is known as……...

a) Positioning

b) Target marketing

c) Market segmentation

d) Product differentiation

20. The companies that have become a tried and trusted household name are

a) Positioned by Product Attributes and Benefits

b) Positioned by Brand Endorsement

c) Positioned by use, Occasion and Time

d) Positioned by Corporate Identity

21. Products seen as having extension potential into other markets

a) Local Products

b) Multinational Products

c) International Products
 d) Global Products

22. Trade mark is a …………

a) Name

b) Registered brand

c) Symbol

d) Design

23. Which of the following is not a limitation of branding

a) It is expensive

b) It reduces selling efforts

c) It promotes unfair competition

d) It leads to brand monopoly

24. Launching a product in a small part of the market is called:

a. Commercialization

b. Competitive analysis.

c. Competitive response.

d. Test marketing

25. Presenting new-product ideas to consumers in symbolic or physical ways to measure their
reactions occurs during which of the following stages

a. Concept testing

b. Idea generation

c. Marketing strategy

d. Screening

26. One reason that idea screening is a critical stage in the new-product development process is
that:

a. Competitors can quickly steal ideas so the company wants only those ideas that can
be protected with patents.

b. International competition and markets demand that all ideas be culturally sensitive.

c. Product-development costs rise greatly in later stages and the company only wants
those products that can succeed.
 d. The Federal government carefully monitors each company’s idea screening process to
make sure no national security matters are at stake.

27. Which is not a level of brand loyality.

a) Brand preference.

b) Brand recognition.

c) Brand insistence.

d) Brand equity

28. Trading up is a method of product line modification by.

a) Product line expansion.

b) Product line contraction.

c) Quality variation.

d) None of these.

29. ……. goods are purchased without any planning or search effort.

a) Staple.

b) Impluse.

c) Emergency.

d) None of these.

30. Rising profits is a feature of ……….stage of PLC.

a) Growth.

b) Introduction.

c) Maturity

d) Saturation.

31. Revival plans to reintroduce the product in more modified form is adopted in ………..stage of PLC.

a) Introduction.

b) Maturity.

c) Decline.

d) Growth.

32. After sales service is part of.

b) Augmented product.

c) Tangible product.

d) None of these.

33. Suppose Nestle wants to expand its line of food products. The managers conduct surveys from
customers to determine which food items would appeal to customers. Nestle is currently in
which of the following phase of new product development?

a. Business analysis

b. Idea generation

c. Idea screening

d. Test marketing

34. Which of the following is not a potential cause of the failure of a new product?

a. A poorly designed product

b. An incorrectly positioned product

c. An underestimated market size

d. Higher than anticipated costs of product development

35. ABC has just brainstormed a large number of ideas for adding new products and services after
visiting several buying fairs. The owners will begin the first idea-reducing stage, called _______,
to arrive at a realistic number to adopt.

a. concept development

b. idea generation

c. idea screening

d. product concept

36. If Toyota describes one of its cars of the future as being “a moderately priced subcompact
designed as a second family car to be used around town; the car is ideal for running errands and
visiting friends,” then the company has just stated a potential new product in terms of a:

a. Product concept

b. Product feature

c. Product idea

d. Product image
37. Which of the following are the people who purchase new products almost as soon as the
products reach the market?

a. Early majority

b. Innovators

c. Late adopters

d. Late majority

38. Premium Pricing is a method of…………………

a) Cost Based Pricing

b) Demand Based Pricing

c) Competition Based Pricing

d) Value Based Pricing

39. When a firm sets a very low price for one or more of its products with the intention of driving its
competitors out of business.

a) Predatory Pricing

b) Economy Pricing

c) Psychological Pricing

d) Penetration Pricing

40. The approach used when the marketer wants the consumer to respond on an emotional, rather
than rational basis

a) Predatory Pricing

b) Economy Pricing

c) Psychological Pricing

d) Penetration Pricing

41. Razor manufacturer will charge a low price and recoup its margin (and more) from the sale of
the only design of blades which fit the razor. This I an example of…………….

a) Predatory Pricing

b) Economy Pricing

c) Psychological Pricing

d) Captive Product Pricing

42. Where sellers combine several products in the same package is known as…….
 a) Psychological Pricing

b) Captive Product Pricing

c) Product Bundle Pricing

d) Promotional Pricing

43. The process of assessing the relative worth of different market segments and selecting one or
more segments in which to compete is called

a) Target marketing

b) Market segmentation

c) Product differentiation

d) None of these

44. When there is a large potential market for a product, the firm will adopt.

a) Skimming price policy

b) Penetration price policy.

c) Premium price policy.

d) None of these.

45. ----------are the retailers who have no fixed place of business.

(a) Large scale retailers

(b) Itinerant retailers

(c) Small scale retailers

(d) None of these

46. Departmental store is an example of

(a) Second hand goods seller

(b) Large scale retailer

(c) Multiple shop

(d) None of these

47. Transport system creates---------- utility.

(a) Place utility

(b) Time utility

(d) All of these

48. Warehousing creates ------------utility

(a) Product utility

(b) Place utility

(c) Time utility

(d) Customer utility

49. Multilevel marketing is also called

(a) Pyramid selling

(b) Hybrid selling

(c) Horizontal selling

(d) None of these

50. The best channel of distribution for Vacuum cleaner is

(a) Direct marketing

(b) Mail order Business

(c) Self service

(d) None

51. In a small market ----------is better

(a) Three level channel

(b) Two level channel

(c) Direct marketing

(d) All of these

52. Which of the following is not a non store retailing ?

(a) Kiosk marketing

(b) retail chains

(c) Direct marketing

(d) telemarketing

53. Direct marketing is found more suitable to which of the following products?

(a) Agriculture products

(c) Shoes

(d) Vacuum cleaner

54. Which company is the pioneer in the direct marketing ?

(a) Cypla

(b) Avon cosmetics

(c) Johnson & Johnson

(d) Eureka Forbs

55. ---------is a system of branch shops operated under a centralized management and

dealing in similar lines of goods.

(a) Super market

(b)Multiple shops

(c)Self-service store

(d)None of these

56. -------- is not a vertically integrated channel

(a) Admininisterd

(b) Contractual

(c) Corporate

(d) None of these

57. -------- channel is one in which two or companies join together to exploit a marketing
opportunity either by themselves or by creating an independent unit

(a) Horizontal channel

(b) Vertical channel

(c) Cross channel

(d) None of these

58. A short-sighted and inward looking approach to marketing that focuses on the needs of the
company instead of defining the company and its products in terms of the customers needs and
wants is known as …..

a. Transactional Marketing

b. Marketing Myopia
 c. Customer Value Triad

d. Ambush Marketing

59. A television advertisement showing the safety features of the Volvo 240 DL would be best
classified as which of the following?

a. Defensive advertising

b. Pioneer advertising

c. Product advertising

d. Societal marketing

60. Rajeev Kapoor is a chef in a new downtown restaurant. He has sent out press releases to the
major local media and has invited food critics to dine in his restaurant. Rajeev is engaging in

a. Public relations

b. Personal selling

c. Sales promotion

d. Advertising

61. When the advertisement is to create an image or reputation of the firm, it is a case of

(a) Product advertisement

(b) Institutional advertisement

(c) Reminder advertising

(d) None

62. ---------is not a step in advertising campaign

(a) Market analysis

(b) Determining ad Objectives

(c) Selecting ad media

(d) Supply of goods

63. USP stands for

(a) Universal Service Provider

(b) Upper Service position

(c) Unique Selling Proposition

(d) None Of these

(a) Bonus to sales force

(b) Slotting allowance

(c) Sales force contests

(d) None of these

65. Dealer promotion is also known as

(a) Trade promotion

(b) Goods promotion

(c) Commerce promotion

(d) None of these

66. Which of the following is not an element of promotion mix

(a) Advertisement

(b) Branding

(c) Personal selling

(d) Sales promotion

67. ------type of advertisement is used when the product enters into growth stage of PLC

(a) Selective advertising

(b) Reminder advertising

(c) Primary advertising

(d) None of these

68. Which of the following is not a sales promotion tool

(a) Discount

(b) Dealer contest

(c) Advertisement

(d) Consumer contest.

69. Which of the following is not a main objective of personal selling ?

(a) generate sales

(b) build awareness and appreciation for the product

(c) create personal contact

70. Which of the following is a major advantage of personal selling ?

(a) targeted message

(b) reach and frequency

(c) more sales

(d) none of these

71. ……………………pricing means assigning a low-price tag for a product and

providing the benefits of low-cost mass production to the customers.

a) Cost plus
b) value
c) power price points
d) penetration
72. Price points of Re1, Rs 2,3,4 etc are used for FMCG brands is known as ……………pricing
a) Cost plus
b) value
c) power price points
d) penetration
73. Introducing a product at low price and increasing the price once the brand

succeeds is known as …………. Pricing.

a) Penetration
b) skimming
c) going rate
d) none of these
74. Smaller companies tying up with leading companies to distribute through its network is known
as ………………. Distribution.
a) Syndicated
b) selective
c) exclusive
d) intensive
75. ………………………..refers to the way a service provider and his employees anticipate what the
customers want and provide them before they ask for service to make them delighted and
surprised.
a) Proactiveness
b) Productivity
c) professionalization
d) none of these
76. Which of the following is not a characteristic of service marketing?
a) Intangibility
b) separability
 c) heterogeneity
d) perishability
77. Medical treatment with ayurvedic massage is an example of
a) Pure tangible good
b) hybrid
c) pure service
d) none of these
78. Which of the following is not a services?
a) Hospital
b) banking
c) insurance
d) none of these
79. Which of the following is not an element of service marketing mix?
a) People
b) packaging
c) process
d) physical evidence
80. ………………... is also called ambush marketing.
a) Event marketing
b) morph marketing
c) guerilla marketing
d) none of these
81. ……………………is also known as buzz marketing.
a) Word of mouth marketing
b) viral marketing
c) guerilla marketing
d) morph marketing

82. …………………….. is the marketing of products that are regarded to be safe for the environment.
a) Green marketing
b) Social marketing
c) Gaimatias marketing
d) none of these
83. A product with the …………… is a green product.
a) Ecomark
b) Agmark
c) ISI Mark
d) none of these
84. Buying and selling over the internet is known as……..
a) E-marketing
b) E-business
c) E-commerce
d) none of these.’
85. SEM means………..
 a) Search engine marketing
b) Social environment marketing
c) save energy marketing
d) none of these.
86. Which of the following is not an e-marketing tool?
a) mobile phone
b) cinema
c) i- radio
d) i-kiosks
87. A further 3Ps are incorporated into the marketing mix:
a. Physical evidence, process and price.
b. Process people and promotion.
c. Physical evidence, people and production.
d. Physical evidence, process and people.
88. A firm has decided to localize its products and services to meet local market demands. Which
one of the following approaches is a good approach for this segmentation?
a. Geographic
b. Demographic
c. Psychographics
d. Behavioral
89. Mr. ABC and his staff have decided to use target marketing to reach their sales goals. Which are
their three steps (in order) to target marketing?
a. Market segmentation, market positioning and target marketing
b. Market segmentation, target marketing and market positioning
c. Market alignment, market segmentation and market positioning
d. Market recognition, market preference and market insistence
90. Which of the following is not an Exchange function of Marketing?
a. Product Planning & Development
b. Buying function
c. After sales service
d. Selling Function

Question Bank
Descriptive
1. In the context of marketing, differentiate between needs, wants and demands. What do
you understand by the term ‘Marketing Myopia’?
2. Write short notes on the evolution of 5 different marketing concepts over the period of
time.
3. Define Marketing Environment. Discuss the different types of Marketing environments.
4. What are the different types of consumer buying behaviour based on the degree of
buyer involvement and the degree of differences among brands?
5. Discuss the different stages of buyer’s decision process. Also discuss the stages which a
consumer goes through while adopting a new product.
6. Who are the different participants in the Business buying process?
7. Enumerate the different stages of the business buyer decision process
8. Define Market Segmentation. What is the basis for market segmentation? What are the
basic requirements of an effective market segmentation?
9. Discuss the 4 generic market targeting strategies adopted by organisations.
10. Define Value proposition. What are the 5 different types of Value propositions?
11. What do you mean by Competitive advantage? What are the different types of
differentiation which companies go for?
12. What are the three elements of a Product?
13. Classify different types of Consumer products
14. Define a brand. What are the characteristics of a brand? In light of branding, explain the
different strategies/approaches which a company can adopt towards the development
of a brand.
15. What is a product mix? Discuss the 4 important dimensions of a product mix.
16. Define Service. What re the characteristics of service?
17. Differentiate between Brand Equity and Brand Value.
18. What are the major stages in a New Product development?
19. What is Product life cycle? Discuss the different stages of a Product Life Cycle.
20. Differentiate between Cost based pricing and value-based pricing
21. Write short notes on the following pricing strategies:
a. Competition based pricing
b. Market skimming pricing
c. Market penetration pricing
d. Captive product pricing
e. Psychological pricing
22. What is the need for marketing channels?
23. Define VMS. What are the different types of Vertical Marketing Systems?
24. Define Sales Promotion. What are the different tools of sales promotion?
25. Define Personal selling. What are the characteristics of a good salesman?
26. What are the reasons for the growth of Integrated Marketing Communication?
27. What is the significance of CRM?
28. What are the advantages of international marketing?