1.

All of the following are characteristics of culture EXCEPT: Select one:

a. culture is an inherent trait
b. culture is pervasive
c. culture is dynamic
d. culture is learned
e. culture is functional
Ans: a

2. Which method should be used by the researcher for data collection when respondents are not willing
to provide information? Select one:
a. Observational research
b. Personal interviews
c. Internet surveys
d. Focus groups
Ans: a

3. In case of Industrial product marketing the customer satisfaction is achieved by factors like. Select
one:
a. Product design, demand analysis, promotion, service
b. Product design, demand analysis, technical requirements, resource utilization, long term relationship
with customers.
c. Product design, demand analysis, technical requirements, resource utilization, Service
d. Product design, demand analysis, pricing, service, long term relationship with customers.
Ans: b

Marketing research is linking the ________________ to the marketing organization through

information. Select one:
a. Brand
b. Intermediaries
c. Customer
d. Services
Ans: c

Alanna is looking into purchasing a scooter as gas prices continue to rise. She needs a reasonably priced,
comfortable, and safe scooter with room to store her books. She is not familiar with scooters, and this is
a major purchase for her. The purchase will probably involve: Select one:
a. dedicated cognitive behavior
b. low-involvement problem solving
c. limited decision making
d. low-involvement decision making
e. extensive decision making
Ans: e
The following are the characteristics of Industrial Products/Goods Select one:
a. Geographically Concentrated, Few Buyers, Customised, Direct Delivery
b. Mass advertisements, Fewer middlemen, sometimes direct delivery, Maximum retail price
c. Geographically disbursed, Mass Customers , Timely delivery and after-sales are generally important
d. Geographically Concentrated, Generally Standardized, Complex Channel of distribution
Ans: a
Mr. Lakshya conducts online marketing research on regular interval at work. Which of the following is
not an advantage to him? Select one:
a. Easy for respondents to complete
b. Respondents cannot remain anonymous
c. Easy to control the respondents in survey
d. It is cost effective
Ans: c
In order to expand its sales into the U.S. market, BRL, an Australia-based winemaker, agreed to a merger
with a U.S.-based wine distribution company. According to Anso’s strategic opportunity matrix, BRL
would be implementing a _____ strategy. Select one:
a. Diversication
b. product penetration
c. market development
d. Divestment
e. product development
Ans: c
Which of the following are the sources of marketing intelligence in research? Select one:
a. Newspaper articles
b. Competitor intelligence
c. Customer feedback
d. All of the above
Ans: d
Which of the following products would most likely be classied as a business product? Select one:
a. Lycra (spandex)
b. Accounting services
c. A computer
d. An automobile
Ans: a
Problems related to _________________ can be studied under marketing research. Select one:
a. All of the above
b. Product Mix
c. Marketing Mix
d. Promotional Mix
Ans: a
Marketing managers often use in-store promotions to stimulate sales of: Select one:
a. high-involvement products
b. low-involvement products
c. technical products
d. industrial products
e. high-priced products
Ans: b
Identify the type of marketing explained with the help of example, P&G donates a rupee to help under
privileged people. Select one:
a. Buzz marketing
b. Cause- related marketing
c. Below the line marketing
d. Social marketing
Ans: b
Cigarettes and liquor advertising is banned in virtually all marketing communication forms in many
countries around the world. This can be explained as an inuence of Select one:
a. Technological environment.
b. Economic environment.
c. Ecological environment
d. Legal environment
Ans: d
Mario usually purchases Old Spice deodorant. Unfortunately, the drug store is sold out of Old Spice
today, so Mario will have to choose a brand that’s in stock. In making his decision, Mario will engage in
_____ consumer decision making. Select one:
a. Limited
b. Extended
c. Habitual
d. Classical
e. Routine
Ans: a
The determination of whether pencils are consumer products or business products is based on Select
one:
a. where the pencils are purchased.
b. the number of pencils purchased.
c. the total price paid for the pencils.
d. the purpose for which the pencils are purchased.
Ans: d

Which type of data is obtained at a lower cost and quickly than the Others? Select one:
a. Secondary
b. Primary
c. Experimental
d. Qualitative
Ans: a
Differentiated (multi-segment) approach means Select one:
a. Marketer starts targeting single buyers and tries to ll buyers' needs and moves further targeting two
or more customer segments with a separate marketing mix.
b. The marketer does not use any Marketing Mix
c. Marketer target business buyers as per their similar needs with a single marketing mix. Here the
demand is so diffused that it is not worth to differentiate, and all customers are offered a single product
d. The marketer uses deferent marketing mechanism for deferent customers
Ans: d

Marketing segmentation is Select one:

a. the process of dividing the total market into several heterogeneous groups.
b. the process of bringing several small, unreachable segments into a definable market segment.
c. practiced by both profit-oriented and not-for-profit organizations.
d. an attempt to reach all consumers with a single marketing mix
Ans: c

Concerning market segmentation, all of the following statements are correct except Select one:
a. only for-profit organizations practice market segmentation.
b. Firms that practice market segmentation don’t necessarily change their products to meet the needs
of different market segments.
c. market segmentation attempts to divide the total market into smaller groups.
d. there are too many variables to attract all customers using the same marketing mix.
Ans: a

Generally speaking, rubber and steel are examples of Select one:

a. business products.
b. fabricated materials.
c. consumer products.
d. non-personal products.
Ans: a

PESTLE stands for _____________ Select one:

a. The purchasing, economics, social, technological, legal, and ecological environments.
b. The political, economics, substitute, technological, legal, and ecological environments.
c. The political, economic, social, technological, legal, and ecological environments.
d. The political, economic, social, treat, legal, and ecological environments.
Ans: c
Which of the following elements is not part of Porter's Five Forces model for industry competitiveness?
Select one:
a. Threat from government.
b. Power of buyers.
c. Threat of suppliers.
d. Threat of substitutes.
Ans: a
Porter's five forces include three forces from 'horizontal' competition – the threat of substitute
products or services, the threat of established rivals, and the threat of new entrants – and two others
from 'vertical' competition – the bargaining power of suppliers and the bargaining power of
customers.
An "unattractive" industry is one in which the effect of these five forces reduces overall profitability.
The most unattractive industry would be one approaching "pure competition", in which available
profits for all firms are driven to normal profit levels.

Kraft introduced Philadelphia Ready-To-Eat Cheesecake Filling for those who do not have time to make
cheesecake in the traditional manner. This is an example of a _____ strategy. Select one:
a. Divestment
b. market development
c. Diversication
d. product development
e. product penetration
Ans: d
_____ is a strategy that attempts to attract new customers to existing products. Select one:
a. Market development
b. Product development
c. Product penetration
d. Diversication
e. Market penetration
Ans: c
_____ is a strategy of increasing market share for present products in existing markets. Select one:
a. Market penetration
b. Product development
c. Diversication
d. Market development
e. Product penetration
Ans: a

Select the type of research from following to identify the demographic groups who prefer diet soft
drinks and reasons of it. Select one:
a. Descriptive research
b. Experimental research
c. Ethnographic research
d. Survey research
Ans: a
An example of a segmented market would be Select one:
a. Bisleri marketing its product to all residents of the India with one marketing mix based on the concept
pure and safe drinking water #piyobisleri
b. Maruti separating its potential customers into economy car buyers and luxury car buyers.
c. Sundar Nursery seeing residents of urban areas and rural areas as one market needing trees.
d. High-income and low-income consumers being treated the same at Burger King.
Ans: b
When one product becomes part of another product that is destined for resale, the first product is
considered Select one:
a. a business product.
b. a consumer product.
c. to be destined for the industrial market.
d. to be destined for the commercial market.
Ans: a
A well defined problem is _____________________ solved. Select one:
a. Partially b. Completely c. None d. Half
Ans: d
The research objectives in the second step of marketing research process should be defined into
particular: Select one:
a. Financial amounts
b. Information needs
c. Time allotments
d. Marketing goals
Ans: b
Six stages of marketing research are
1. Defining a problem
2. Developing an approach to the problem (information need)
3. Development of research plan
4. Field work or data collection
5. Preparing and analyzing data
6. Preparing and presenting the report

Rohan is a marketer and is working on the promotional campaign designed to reach a target audience in
a new international market. He is working hard to make sure that the promotional campaign is clearly
understood by the nation's consumers and doesn't offend anyone. By which of the factors in the
external environment is he being influenced Select one:
a. Competitive environment.
b. Socio-cultural environment.
c. Legal environment.
d. Economic environment.
Ans: b
Mr Vaibhav is confused about using the marketing research process, as he knows that there is some
problem in business but not knowing the specic reasons to investigate. He is supposed to have problems
with: Select one:
a. Developing the research plan
b. Developing a research approach
c. Data Collection
d. Identifying Problem and research objectives
Ans: d

Which of the following isn’t part of company’s microenvironment? Select one:

a. Public
b. Government Policies
c. Economic environment
d. Industry Competitors
Ans: c
Which of the following isn’t part of company’s macroenvironment? Select one:
a. Natural Environment b. Demographic Environment c. Economic Environment d. Industry Competitors
Ans: d

____________ factors are those which relate to the presence and development of technology, on either
a local or global scale. These change oers risks, opportunities and threats to businesses. For example,
Computer calculation speed/power, Engine eciency, Internet connectivity, Wireless charging,
Automation Select one:
a. Political b. Natural c. Technological d. Economical
Ans: c

_____ is defined as the collection and interpretation of information about forces, events, and
relationships that may affect the organization. Select one:
a. Market sampling
b. Environmental scanning
c. An internal audit
d. Opportunity analysis
e. Stakeholder analysis
Ans: b

Survey research is best suited for collecting____________________ data. Select one:

a. Attitudinal b. Preference c. Exploratory d. Descriptive
Ans: d
The process of collecting information about the external marketing environment is Select one:
a. marketing research.
b. environmental scanning.
c. marketing management.
d. environmental management.
Ans: b
Which technique operates by peeling back layers of the company which is designed for use in the
preliminary stages of decision-making processes and can be used as a tool for evaluation of the strategic
position of organizations of many kinds. Select one:
a. VRIO b. TOWS analysis c. SWOT analysis d. OKR'S
Ans: c
All of the following are examples of individual factors that affect the decision-making process for
consumers EXCEPT: Select one:
a. Personality b. reference groups c. age d. Lifestyles e. gender
Ans: b
Goods and services purchased by the ultimate consumer for personal use are called Select one:
a. personal products. b. consumer products. c. commercial products d. purchased products
Ans: b
Business products that are not directly used in producing other goods are also referred to as Select one:
a. consumer products. b. non-personal goods. c. commercial products. d. raw materials.
Ans: c
Each week, Jess comes to the supermarket with a list of essential items: milk, bread, peanut butter, and
chocolate. This is an example of: Select one:
a. situational convenience
b. routine response behavior
c. limited decision making
d. buyer’s harmony
e. consistent decision making
Ans: b
 PART-2

Janet will only purchase Crate and Barrel products for her home. The products are expensive, but Janet
feels they have the highest quality and will last a very long time. These products represent _____
products Select one:
a. convenience b. specialty c. homogeneous shopping d. heterogeneous shopping
Ans: b
When the two or more channels are catering the same market, then_____________ occurs many times.
Select one:
a. Horizontal channel conflict b. None of the above c. Vertical channel conflict d. Multi channel conflict
Ans: b
______ refers to the total number of items in its product mix. Select one:
a. Product length b. Product depth c. Product mix d. Product line
Ans: a
A ______ is a set of all product lines and items that a particular seller offers for sale. Select one:
a. Product width b. Product mix c. Product depth d. Product depth
Ans: b

_______ refers to the average number of items offered by the company in each product line. Select one:
a. Product width b. Product length c. Product depth d. Product mix
Ans: c

Which of the following maximizes the product's availability in the market for the customers? Select one:
a. Coverage b. Distribution c. Control d. Availability
Ans: a
Long term business development and sustainabilty with customers is the aim of: Select one:
a. Electronic customer relationship management
b. Customer acquisition
c. Customer management
d. Customer relationship management
Ans: d
The benefit of integrating customer databases with websites in electronic customer relationship
management (e-CRM) is: Select one:
a. Lower costs b. Achieve mass customisation c. All the above are correct d. Targeting more cost-
effectively
Ans: c
Which of the following is not a characteristic of “Market Introduction Stage” in PLC? Select one:
a. Slow sales volume to start b. Demand has to be created c. Costs are low d. Makes no money at this
stage
Ans: c
The point of view of a economic system defines the role of marketing channels to transform: Select one:
a. Consumer needs and wants into product desires
b. Assortments of products made by producers into the assortments wanted by consumers
c. Raw products into finished products
d. Consumer needs into producer needs
Ans: b
What is the objective of Reach in the concept of marketing value framework RACE (Reach, Act, Convert,
Engage)? Select one:
a. Engage audience with brand on its website or other online presence
b. Build customer relationships over time to achieve retention rates
c. Build awareness on other sites and in offline media and drive to web presences
d. Achieve conversions to marketing goals such as fans, leads, or sales on web presences and offline
Ans: c
________ communicates to the market the company’s intended value positioning of its product or
brand. Select one:
a. Promotion b. Price c. Packaging d. Place
Ans: b
The key performance indicator for the Reach approach is: Select one:
a. Conversion rates b. Repeat conversion c. Bounce rate d. Revenue or goal value per visit
Ans: d
Electronic kiosk is a type of: Select one:
a. Supermarket b. Non-store retailing c. Discount retailers d. Limited line retailers
Ans: b
_____ products are products that are not known about or not actively searched for by consumers. These
products require aggressive personal selling and highly persuasive advertising. Select one:
a. Specialty b. Hidden c. Unsought d. Equity
Ans: c
This implies accomplishing the ideal dissemination costs without losing dynamic authority over the
contribution, how it is evaluated, advanced, and conveyed in the circulation channel: Select one:
a. Coverage b. Control c. Distribution d. Availability
Ans: b
Identify the products that the customer usually buys frequently and with a minimum of comparison and
buying effort. Select one:
a. Unsought b. Convenience c. Specialty d. Shopping
Ans: b
Vestige, Modicare, and Tupperware use which type of channel? Select one:
a. Fashion channel b. Indirect marketing channel c. Direct marketing channel d. Forward channel
Ans: c
Many consumers use price as an indicator of ________. Image pricing is especially effective with ego-
sensitive products such as perfumes and expensive cars. Select one:
a. capability b. status c. ability d. quality
Ans: d
Price elasticity depends on the magnitude and direction of the price change. If may differ for a price cut
versus a price increase. When the price changes have little or no effect, there might exist a ________ for
your product. Select one:
a. substitute product b. promotional price c. selective price d. price indifference band
Ans: d
A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help
smaller retailers counter the volume jewelers’ aggressive price discounting. This move is meant to:
Select one:
a. combat the quality appeal of generic products.
b. take away trademark rights
c. create a catchy phrase to promote diamonds.
d. build product identity and customer loyalty
Ans: d
This is the place the discernment with respect to a channel part is that its objective achievement is being
hindered by another, with stress or pressure the outcome: Select one:
a. Channel relationships. b. Customer conflict. c. Channel communication. d. Channel conflict.
Ans: d
Market-skimming prices make sense under the following conditions EXCEPT ________. Select one:
a. the unit costs of producing a small number of units are not too high
b. the product is a “me-too” and contains no new technology or points of difference
c. the high price communicates high value
d. the high initial price blocks competition from entering the market
Ans: b
This is the place mediators are given exclusive rights to market the products in assigned area: Select
one: a. Intensive b. Exclusive c. Direct d. Selective
Ans: b
Increased competition leads to price decrease, increasing public awareness, sales volume increase
significantly are the characteristics of _________ in PLC. Select one:
a. Maturity stage b. Market introduction stage c. Decline stage d. Growth stage
Ans: d
Alec had his gall bladder removed, but he was unconscious during the operation. In fact, even though he
has an incision, he really has no way of knowing if the service was actually performed even after it was
allegedly performed. That is because medical services such as this exhibit _____ qualities. Select one:
a. Perishable b. Search c. Experience d. Credence
Ans: d
The definition of ________ prices is: In considering an observed price, consumers often compare it to an
internal memory reference price or an external frame of reference (such as a posted “regular retail
price”). Select one:
a. reference b. historical c. everyday low price d. promotional
Ans: a
________ sets a ceiling on the price the company can charge for its products. Select one:
a. Costs b. Demand c. Government regulations d. Market forces
 Ans: d
Color and size of the product, brand and packaging are considered as Select one:
a. Chemical features of product b. Product designing c. Product manufacture d. Physical features of
product
Ans: d
These are chains of associations that are worried about the administration of the procedures and
exercises engaged with making and moving items from makers and producers to end-client clients. The
associations engaged with any one excursion, are all things considered named as a: Select one:
a. Selling b. Distribution c. Communication d. Vendor
Ans: b
The Customers who are never using online service even after signed up, are called: Select one:
a. Potential b. Active c. Dormant d. Inactive
Ans: d
Which unique characteristic of services means that consumers must be present during the production?
Select one:
a. Intangibility b. Heterogeneity c. Inseparability d. Perishability
Ans: c
The minimum information required in an online CRM to engage the customer is: Select one:
a. E-mail address b. Post code c. Customer profile d. Credit rating
Ans: a
Which one is the example of opt-out concept? Select one:
a. A customer choosing an e-mail newsletter
b. None of the above
c. A customer unsubscribing to an e-mail newsletter
d. A customer agreeing to receive an e-mail newsletter
Ans: c
There are four basic marketing activities in CRM are customer selection, acquisition, retention, and
_______________________. Select one:
a. Customer demographics b. Customer extension c. None of the answers apply d. Customer
differentiation
Ans: b
When market reaches to its saturation, the producers begin to leave the market due to____________
Select one:
a. Marketing strategy development b. Poor margins c. Decline stage d. Market penetration
Ans: b
When product goes from manufacturer to final customer directly, the channel structure is called: Select
one:
a. None of the above b. Indirect. c. Direct d. Hybrid
Ans: d
A(n) _____ is the result of applying human or mechanical efforts to people or objects. Select one:
a. application processor b. service c. tangible product d. profit intermediary
Ans: b
When deciding on distribution plans for specialty products, companies generally ensure that the items
are: Select one:
a. made available in a large number of stores in a geographic area.
b. distributed to only a few stores in the geographic area
c. made available only as private brands.
d. distributed to a considerable number of stores in a geographic area.
Ans: b
In _________ all the augmentations and transformations of a product might undergo in the failure.
Select one:
a. Expected product b. Genric product c. Potential product d. Augmented product
Ans: c
The first step in estimating demand is to understand what affects price sensitivity. Generally speaking,
customers are most price sensitive to products that cost a lot or are ________. Select one:
a. bought infrequently b. bought frequently c. priced low to begin with d. low cost
Ans: b
________________ is a CRM technique in selling more expensive products to the customers against the
product demanded by customer. Select one:
a. Up-sell b. Referral c. Reactivation d. Cross-sell
Ans: b
The most elementary pricing method is to add a standard ________ to the product’s cost. Select one:
a. target margin b. markup c. margin d. target price
Ans: b
In market-penetration pricing, the company’s objective is to ________, believing that higher sales
volume will lead to lower unit costs and higher long-run prots. Select one:
a. minimize their market share b. maximize their market share c. maximize volume d. block competitive
launches
Ans: b
If demand hardly changes with a small change in price, we say that the demand is ________. Select one:
a. marginal b. equal c. elastic d. inelastic
Ans: d
______ invloves desiging and producing the container or wrapper for a product Select one: a. Packaging
b. Branding c. Standardizing d. Labelling
Ans: a