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1 Consumers' demand products and services with benefits that add up to the most value and
satisfaction. The four types of value include: functional value, monetary value, ________, and
Psychological value.
social value
Physiological value
Cultural value
Esteem value

2 A service is a means of delivering value to customers by facilitating outcomes customers want to

achieve without the ownership of _____________.
any tangible goods
specific tangible goods and carrying risks
intangibles tangibalized by provider
place where service is delivered

3 Product decisions takes number of dimensions namely product ideas, brand, __________ and
warranty.
FAB
USP
package
communication

4 Any product can offer one of the four identified product values. One in which the extent to which
owning a product or engaging in a service allows the consumer to connect with others. This product
value is recognized as _____________.
functional value
social value
monetary value
psychological value

5 Any new product progresses through a sequence of stages from its introduction to growth, maturity,
and decline. This sequence is known as the ___________.
process life cycle
primary life cycle
projective life cycle
product life cycle
6 This is one of the very important consideration in marketing mix - Beyond ____________, marketers
are expected to provide better value proposition.
better product features
product development
differentiating USP
innovation in product

7 Customers may need a specific product to satisfy her need but his associated needs with the main
product may have different levels, and hierarchy. Marketers have evolved a manner to offer any
product known as product levels – core (basic), ___________, au
targeted
tertiary
tangible
rational

8 Product portfolio is a collective phrase in which different products combinations are covered
including product line, product width and ___________ of the product.
Product portfolio
Product range
Product packaging
product depth

9 One of the pioneer pik-up mini truck maker has introduced a new pik-up truck. After 6 months, they
declared a very attractive scheme in which buyer has the flexibility to choose his payment plan and
also gets guaranteed re-sale value at the end of four ye
augmented
potential
expected
core

10 Emami Cosmetics is manufacturing different branded skin care products. These branded product
constitute Emami's __________.
Product mix
Product width
Product line
Product depth

11 David-Head of Marketing with salt manufacturing company realized growing use of flavoured and
taste specific salts. Thus she proposed to introduce the same. This strategic decision to add multiple
types of salt is to get the __________.
share of market
share of consumption
share of competition
share of household spend
12 Parle's premium range biscuits ‘MILANO’ introduced 3 years back has been recording a sale in
last 3 years as year 3 = 2.00 lakhs unit, year 2 = 1.10 lakhs units, year 1 = 40000 units. Product is still
profitable to sale and market acceptance is growing. W
Decline
Growth
Maturity
Plateau

13 Sushant, Head-Marketing of spice masala making company is concerned about product being in
decline stage of PLC. He is thinking about introducing a new types of masalas and new ingredients in
existing masalas and identify new segment to serve. He is using
Maintain the product in the market
Discontinue the product
Introduce multiple variants
Harvest the product

14 Branding has numerous salient perspective. One such perspective states that '__________', which
symbolizes the brand's relationship with the customers.
Deliver the satisfaction
Deliver the goods and transfer ownership
Deliver value for money
Deliver the brand promise

15 ‘Brand Positioning’ refers to the place that a brand occupies in the minds of the customers and how
it is __________.
perceived from the products of the competitors
distinguished from the products of the competitors
made to understand about its utility to the users
projected to be useful to the buyers

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1 A comprehensive system which covers internal records, external data sources, __________market
research is known as Marketing information system.
Marketing decision support system
Marketing Research
Operations research system
Management development system

2 Marketing information supports top management in making decisions through planning the
collection of information in the future .
False as it ia about supplying necessary relevant information in an organized manner
False as it is all about having decision support tools incorporated
False as it is providing primary and secondary data for decision making
True

3 Mohit Suri, Head Marketing Planning has sought from his team information like country's past
growth, projected future growth, industrial outlook, agriculture outlook, industry outlook, government
policy, labour laws, technology evolution etc. Information
competition status
network intelligence
marketing environment perspective
research conclusion

4 Tapping the network for collecting competition volume, price, competitive advantage, changing
preferences is the part of one of the 4 components of marketing information system. Identify the
component.
marketing models
market intelligence
market research
management decision support

5 MIS helps in decision making. In the decision-making process generally, the data is required for
three different purposes namely planning, __________, information for creating record.
budgeting
financial modelling
processing
information for effective control
6 The core function of a ____________ is to provide valuable inputs to make decision.
management modelling
market intelligence
decision support system
None of the options

7 Ashok Munjal Head-Marketing has sough from his team information like forecasts, sales records,
economic data, and demographic profiles, social and political information etc.. Here information is
considered for ___________ purpose.
forecasting
controlling
planning
budgeting

8 When secondary sources based information compiled is not sufficient to derive any decision
consumer buyer behaviour needed to be studied using ______________ of appropriate type.
data analysis
marketing research
marketing monitoring
data derivative modelling

9 A marketing intelligence system consists of two vital components namely __________intelligence and
competition intelligence.
channel
market
customer
purchase dynamic

10 Under MIS, marketing models is one of the core component. It includes _________. Three
Fundamental Components of this system architecture are a) the database b) marketing models and c)
The users. Identify the system.
Decision support system
Development support system
Data syndication system
Decision synchronization system

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1 The _____________ of a business consists of an internal and external environment.

competitive environment
macro environment
marketing environment
micro environment

2 The external environment of the business includes all the forces and factors ________
which affect its marketing operations.
Outside the office environment
On the ground
Inside the organisation
Impacted by the competition

3 Marketing environment affects marketing management ability to ___________ with

target customers.
slice the market in to segments
build and maintain successful relationships
develop marketing strategies and positioning
develop brand equity

4 The Micro-component of the external environment is also known as the ____________. It

comprises of external forces and factors that are directly related to the business.
competitive environment
economic environment
target environment
task environment

5 Marketers need to do the macro environment analysis in a systematic manner, using

PESTEL model. PESTEL stands for Political, Economic, Social, ___________,
Environmental, and Lega environment.
Tactical
Technological
Transactional
Traditional
6 The macro components of the marketing environment constitute the external factors and
forces which affect the industry and have a direct effect on the business.
False as macro components are internal factors
False as nothing can have direct impact
False as marketing environment may or may not have direct effect on the business
True

7 Ranveer wanted to buy a refrigerator and went to a shop. He liked one brand model but
later realized it has less features thus did not buy it. This is considered as preference by
consumers to have product aligned with ___________.
competition compatibility
environment factors
personal consciousness
technology environment

8 While doing competitive analysis using environmental analysis using SWOT, strengths
and weaknesses are ____________ factors affecting achievement of marketing objectives.
market oriented
internal
environmental
external

9 When a marketer does an analysis about who the computers are, group behind it, money
power, product range, channel used, pricing, promotion mix, competitive advantage etc., it
is concluded that he is doing _____________ analysis.
industry environment
competitive environment
technology environment
market environment

10 Market Sizing is the process of understanding the _____________ of the market.

growth trends and likely impact on volume
target market and its number of individuals who will buy your product
whether your product will get accepted, up to which level and at what price
potential of the market and estimating the volume potential

11 Market volume determination is essential for new and existing products. For new
product marketers uses __________ methods and for existing product they use one of the
demand forecasting method.
Growth projection
Market penetration method
Market estimation
Competition substitution
12 Untouched by hand pasteurized cow milk is very costly and all can't afford it. It's a
product which rich can afford. Thus its demand is linked with single factor. Using which
method, one can determine the demand volume of such milk product?
Delphi method
Competition sales review
Buyer intention survey
Regression method

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1 Marketers needs to understand their consumers better for which they need to use
consumer research not only to determine their segmentation but develop their effective
____________.
marketing strategies
positioning strategy
segmentation strategies
pricing strategies

2 Pravin Kumar - Head Marketing of nuts & bolts manufacturing organization noticed that
earlier manager created different product class variations to service different industries.
However, not much of the sale reported. He decided to standardized his produc
Undeveloped
Undivided
Static
Undifferentiated

3 A marketer who slices market in to different homogeneous groups and prepares his
marketing plan accordingly has known to have adopted ______ strategy.
Unclassified marketing
Undifferentiated marketing
Classified marketing
Differentiated marketing

4 Sujit heading a marketing division of a well known swiss designer watch brand. Price
range is very high but product range has multiple options. Considering price and design
orientation, such products will be liked by people with exclusive fancy for such p
Concentrated targeting
Undifferentiated targeting
Multi – Segment targeting
Focussed targeting

5 Development of '__________' requires the use of segmentation technique.

BCG Portfolio Matrix model
GE Mckinsey Matrix Model
Target Market's positioning
Fragmentation model
6 India is a country with diverse religion & varied climatic conditions. You are heading a
brand of woollen clothing and accessories suitable for winter extreme climate and tracking
enthusiast coming from cities. One of the bases of your market segmentation
Psychographic segmentation
Regional segmentation
Geographical segmentation
Behavioural segmentation

7 ___________ chosen in the demographic segmentation help you to gauge effectiveness as

they are measurable in nature.
Demographic variables
Geographic variables
Personal variables
Family variables

8 Segmenting your market on a variable such as couple with empty nest is known as
_________ segmentation under socio-cultural approach to segmentation. Fill in the blank.
Behavioural
Family life cycle
Lifestyle
None of the options

9 When marketers uses fast moving animal to introduce their product with speed as key
feature, it is considered as using __________ variable of psychological segmentation.
attitude
character
personality
perception

10 As per the definition by Brand Asset Management “Positioning creates UNIQUE,

____________, SUSTAINABLE AND VALUED PLACE in consumers’ minds for the
brand”.
CLASSIC
COMPARATIVE
COMMANDING
CREDIBLE

11 In marketing management, to arrive at the brand positioning, you follow the steps of
Segmentation, _________ and Positioning.
Testing
Trial
Targeting
Transecting
12 S-T-P is an interlinked marketing activity, which enables you to create your differentiated
positioning and create ___________ and long-term sustained relationship with the
customers.
differentiated perception
competitive advantage
differentiated utility
differentiated outlook

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1 The subject of consumer behaviour is a science that investigates the Decision-making activities of individuals in
their ___________ roles.
Influencing
Buying
Consumption
Evaluation of needs

2 Consumer behaviour represents the behavioural context in which consumers operate while searching for,
purchasing, using, evaluating, consuming and _________ that they expect will satisfy their needs.
disposing of products & services
recommending products & services
comparing products & services
exchanging products & services

3 From consumer buyer behaviour point of view, consumer is greatly influenced by his ___________.
formal group/s
reference group/s.
informal group/s
social group/s

4 Consumers buying behaviour gets influenced by four factors namely personal factors, cultural factors,
__________ and information reaching the consumers.
Physical factors
Emotional factors
Social factors
Delight factors

5 Motivation, perception, ___________ and memory processes are part of Psychological factors influencing
consumer behaviour.
Physiological
Hypothetical
Emotional
Learning

6 Motivation process is the five stages process and it starts with unfulfilled needs, _________, drive, behaviour, and
need fulfilment.
desire development
tension
classification of needs
prioritization of needs
7 The perceptual mechanism affecting consumer behaviour covers areas such as a) Perceptual Selection, b)
___________, and c) Perceptual interpretation.
Perceptual patronage
Perceptual organization
Perceptual decision
None of the options

8 Preeta asked her friend Shivangi about her beauty. Shivangi says, she uses Vicco Turmeric Cream. Preeta
however decides not to buy as she has never seen her mother or aunty using it at home. This consumer buying
behaviour represents one of the three consu
purchase situation
social influences
psychological variables
need influence

9 Motives within an individual need to be recognized and aroused to get desired favourable response to your
marketing communication. Motives can be aroused using either a) psychological arousal b) Emotional arousal c)
__________or d) environment arousal.
Programmed arousal
Cultural arousal
Engagement arousal
Cognitive arousal

10 An advertisement on Marlborough cigarettes with macho man riding horse will not be watched by non-smokers
because we select stimuli which confirms to our accepted norms, belief and culture. This in perception mechanism
is known as ______.
Selective retention
Selective exposure
Selective selection
Selective distortion

11 Buying decision journey involves 5 stages namely a) Need awareness b) information seeking c) Evaluation of
alternatives, d) buying decision and e) ___________.
Post-purchase evaluation
Evaluation of products
Evaluation of brands
Evaluation of needs

12 One housewife may buy automatic microwave with all features for her delight to cook, others may buy for
multi-tasking as she is a working woman and needs to complete her dinner cooking before popular TV show. The
reasons or benefits that cause customers t
buying preference
buying cues
buying objective
buying motives

13 Personality helps to internalize and personify your brand. Personality has two tangents – a) ____________ and
b) Brand personality.
 Product image
Consumer as a self
Consumer segment
Corporate image

14 Service is getting an experience without the __________ of goods/service.

visibility
transfer
ownership
exchange consideration

15 __________was essentially classified (divided) based on social classification. For Indian marketers, one
composite index was developed, known as SEC classification.
Indian income earners
Indian population
Indian metro population
Indian labour force

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1 Customer wants a car with low operating costs, initial cost can be high or low. This is considered as
_________ type of a need.
Stated needs
Real needs
Unstated needs
Delight needs

2 Marketing is supposed to start with understanding Customers need, which enables you to develop new
product and create __________.
wilful want
customer preference
customer desire
exchange opportunity

3 Banks have started installing drop boxes across lanes and by-lanes to allow customers to drop credit
card/utility bills. Banks are offering their customer __________ utility.
time
task
place
form

4 In today’s competitive mobile handset market, NOKIA is not very successful. They are not successful in their
marketing because _____________.
not able to offer various models
Not able to provide models with many colours
Not offering models at the competitive price
Not developing models which meets specific needs

5 For demand projection, marketers also need to know the categorization of his product’s demand, which may
be a) Regular b) Elastic or c) _________ demand.
Predictable
Fluctuating
Normal
Inelastic

6 ‘Exchange’ takes when there are at least two parties with one of them having something of value &
communicates his offer with freedom of ________by other party.
range to choose from
acceptance or rejection
possession or non-ownership
buying or renting
7 For decades brand like Colgate has dominated Indian market. Patanjali soon launched their herbal
toothpaste Dantshakti and became successful. This success is due to ___________.
Sales Oriented Philosophy
Societal Oriented Philosophy
Production Capability Philosophy
Marketing Oriented Philosophy

8 In a truly ___________, marketing is an integrative function.

stakeholder centric organization
customer centric organization
stakeholder centric organization
Economics centric

9 Marketing management needs to ensure certain criteria fulfilment. If Taj Hotels calls you to get the feedback
after your last visit, it is doing so ____________.
to meet customer needs
to generate customer satisfaction
to measure satisfaction
to generate profit

10 Rajendra Mathur, Head-Marketing is concerned about falling sale and thus decided to critically evaluate
one of the Ps of marketing mix under which he decides to look at Point of Product Difference (POD) vis-à-vis
competition. He is examining ____________.
Price aspect
Promotion aspect
place aspect
product aspect

11 The scope of marketing management is very wide. Akshaya, Head-Marketing (Consumables) is currently
examining multi-dimensional perception charts. Akshaya is handling ___________ scope of marketing
management.
Brand management
product planning
customer relationship
customer care

12 ___________ includes four different marketing approach namely segment marketing, niche marketing,
local marketing and customerisation.
Micro marketing
macro marketing
mass marketing
multi level marketing

13 Customer value has two facets: ___________ and final perceived value
communicated perceived value
conceptualized perceived value
initially perceived value
inferred perceived value
14 Ariel Plus detergent power for the washing machine shows helpless mom who can't make cloths white and
suddenly Ariel plus pack zooms from left to right with whitening on cloth. This is considered as what?
communicating the value
delivering the value
promising the value
highlighting the value

15 Four of the five tangible customer value offered by marketing are functional value, _________, convenience
value and Aesthetic value.
Economic value
Cosmetic value
Ego value
Performance value

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