MARKETING MANAGEMENT

B.Com (H) sem 3: Question Bank TT2

MCQs
1) The traditional view of marketing is that
the firm makes something and then
____________ it.
a) Markets
b) Sells
c) Distributes
d) Services
2) Product has stable sales in
a) Maturity stage
b) Decline stage
c) Introduction stage
d) Growth stage
3) Which product is MOST likely to be
purchased through routine decision
making?
a) Television set
b) Soft drink
c) Shirt
d) Car
4) Willingness and ability to buy the
product leads towards which of the
following?
a) Demand
b) Need
c) Want
d) Market
5) Marketing mix is Price, Place Promotion
and ________.
a) Advertisement
b) Discount
c) Product
d) Gift
6) The loyalty marketing focuses on
establishing long term relationship
between:
a) Company and retailer
b) Retailer and customer
c) Retailer and consumer
d) Company and customer

a)
b)
c)
d)

a)
b)
c)
d)

7) selling concept is:

a) production oriented
b) sales oriented
1

c) customer oriented
d) All of the above
8) Which of the following is a controllable
factor for marketers?
Competition
Technology
Corporate Culture
Economy
9) Luxury products, such as Rolex
watches, are also known as:
a) Shopping product
b) Convenience product
c) Emergency product
d) Specialty product
10) Classification of customer into group is:
Positioning
Branding
Segmentation
All of the above
11) This method is specifically used for
increasing the short term sale of the
goods.
a. Advertising
b. Sales Promotion
c. Publicity
d. Public Relations
12) Electronic shopping, TV shopping is
related with:
a. Advertising
b. Personal Selling
c. Direct Marketing
d. None of these
13) The purpose of this type of advertising
is to create repeat purchases.
a. Reminder
b. Reinforcement
c. Persuasive
d. Informative
14) This technique focus on advertising of
non-competitive brand with the other
brand.
a. Cross-promotions
b. Tie-in promotions
c. Premiums
d. None of these
15) Labelling, packaging are associated
with:

16)

17)

18)

19)

20)

21)

22)

a. Price mix
b. Product mix
c. Place mix
d. Promotion mix
Which type of good Jewellery is:
a. Convenience
b. Shopping
c. Specialty
d. Unsought
It is a method in which various products
are combined at the same price.
a. Promotional pricing
b. Product-bundle pricing
c. Captive product pricing
d. Optional product pricing
Differentiation in pricing for various
geographical customer
a. Price skimming
b. Psychological pricing
c. Pricing variations
d. Geographical pricing
In which stage Profit is maximum in
PLC?
a) Maturity
b) Growth
c) Introduction
d) Decline
4ps of Marketing are:
a. Product, promotion, price,
people
b. Place , product, price, process
c. Physical evidence, promotion,
place, price
d. Product, price, place, promotion
Transportation removes the hindrance
of ______
a) Finance
b) Time
c) Risk
d) Place
1st element of Mix is:
a) Price mix
b) Promotion mix
c) Product mix
d) Place mix

23) Which concept says that the emphasis is

on selling satisfaction and not merely
on selling goods:
a) The selling concept
b) The product concept
c) The marketing concept
d) The production concept
24) The key to successful customer retention
is customer satisfaction.
e) True
f) False
25) Which of these does not belong to
macro- environment:
a) Economic
b) Technological
c) Socio- cultural
d) Intermediaries
26) Which of the following is the value that
a buyer obtains from a product and
allows the buyer to use the product as he
wishes?
a) Time utility
b) Place utility
c) Form utility
d) Possession utility
27) Which of the following markets involve
decisions such as: what country to enter
in, how to enter, how to adopt their
product and services and how to price?
a) Consumer markets
b) Business markets
c) Global markets
d) Non profit markets
28) The basic human requirement defines
which of the following?
a) Need
b) Demand
c) Want
d) Satisfaction
29) Which social networking site on 10
February 2015 announced a tie-up with
Reliance Communications to launch
Internet.org in India that will allow users
free access to basic mobile internet
services?
2

(A) Twitter
(B) Instagram
(C) Facebook
(D) LinkedIn

37)

30) Which bank has tagline of "World's

Local Bank"?
a) ICICI Bank
b) HSBC Bank
c) HDFC Bank
d) None of the above
31) A physical product you can touch is:
a) A service
b) A good
c) An idea
d) A concept
32) Tom goes to a vending machine,
deposits 50 pence, and receives a cola.
Which one of the following aspects of
the definition of marketing is focused on
here?
a) Production concept
b) Satisfaction of organizational
goals
c) Product pricing and distribution
d) Exchange
33) Marketing is best defined as:
a) Matching a product with its
market
b) Promoting and selling products
c) Facilitating, satisfying exchange
relationships
d) Distributing products at the
right price to stores
34) The ends toward which activity is aimed
are known as:
a) Objectives
b) Policies
c) Strategies
d) Program
35) The situation in which the whole is
greater than its parts is known as:
a) Social loafing
b) Motivation
c) Synergy
d) Empowerment
36) Authority is a form of:
a) Influence

38)

39)

40)

41)

42)

43)

b) Delegation
c) Power
d) Responsibility
Which one of the is not a principle of
management
a) Unity of command
b) Unity of direction
c) Scalar chain
d) Unity of respect
Organization chart can presented in one
of the following forms:
a) Diagonal
b) Top-down
c) Left to right.
d) Circular
Human skills are generally possessed by
a) Top management
b) Middle management
c) Upper middle management
d) Lower management
The need of scientific approach for
increasing productivity was recognized
by:
a) F.W.Taylor
b) Peter Drucker
c) Elton Mayo
d) Maslow
Advertising is a major promotion mix
ingredient that is:
a) Paid form of personal
communication
b) Paid form of non-personal
communication
c) Non-Paid form of personal
communication
d) Non-Paid form of non-personal
communication
The basic role of promotion is:
a) Information
b) Manipulation
c) Communication
d) Interpretation
In the Gillette advertisement that
claims :Gillette, the best a man can get,
Gillette is the communication
a) Receiver
b) Transmitter
c) Decoder
d) Source

44) The marketing mix is often referred to

as the four Ps of marketing.
a) True
b) False
45) Differentiation in pricing for various
geographical customer
a. Price skimming
b. Psychological pricing
c. Pricing variations
d. Geographical pricing
46) This method is specifically used for
increasing the short term sale of the
goods.
a. Advertising
b. Sales Promotion
c. Publicity
d. Public Relations

a) Consumer market
b) Import market
c) Export market
d) Government market
50) What is considered as 5th P of
marketing:
a) Persuasion
b) Personal selling
c) Public relation
d) Public policy

47) Which of the following is not a

component of a marketing plan? Select
correct option:

CASE STUDY
CASE STUDY 1:
LAUNDRY

a) Marketing advantages

WASHING DIRTY

Bruce Seth, a project manager at a consumer

products company, was wondering how he
should proceed with his recommendation for the
Endirt commercials. Endirt had been doing well
in the market, but not a week went by without a
customer (or former customer) writing to
complain about the commercial.

b) Environmental analysis
c) Executive summary
d) Marketing implementation
48) Which of the following are the people
who purchase new products almost as
soon as the products reach the market?

There were variations of the commercial, but the

central theme was Dirt on your shirt. It
typically featured a woman saying, Dirt on
your shirt! Dirt on your shirt! in a taunting
voice to a man whose shirt was soiled. The man
looked at another lady (presumably his wife),
who was very embarrassed at the entire
situation. Later shots showed her washing the
shirt after rubbing Endirt into it, and the other
woman (or women) saying, No more dirt on
your shirt! The complaining letters, almost
exclusively from women, expressed objections
to the commercial because it was demeaning to
women and otherwise offensive as well. On the

a) Innovators
b) Late majority
c) Early majority
d) Late adopters
49) Identify the other name for global
market.

one hand, the brand was doing well; it was the

brand leader in a growing market, though a
much larger competing company was quite
capable of beating Endirt with its brand. On the
other hand, were the rights of the women being
infringed? All the letters seemed to imply that.
Bruce was a believer in the profit motive, but
not at the cost of condoning unethical behavior.
He had been asked to make a recommendation
for the commercial for the next TV season. After
reviewing the sales data and reading the letters
of complaint, Bruce was contemplating his next
move.

with the brand. Bruce wondered if, in spite of its

apparent success, it was ethical to continue with
the advertising message if it infringed on the
rights of women, the major buyers of the brand.
(i) What Are the Relevant Facts? List any
two. (1)
(ii) What Are the Ethical Issues?(3)
(iii) Who Are the Primary Stakeholders?(3)
(iv) What Are the Possible Alternatives?(3)
CASE STUDY 2: LIFE INSURANCE: WHO
BENEFITS, THE CONSUMER OR THE
COMPANY?

Marketing research managers and project

managers worked along with brand managers on
specific brand research issues. Bruce reported to
Priscilla Wheeling, a marketing research
manager, and would provide recommendations
to her and to the brand manager responsible for
Endirt. Priscilla was a capable, promising
executive with excellent graduate degrees. She
was supporting her husband through his Ph.D. in
history. She did not like the Endirt commercial
and made no secret of it. She proclaimed that
she would never buy the brand because the
message was offensive and because of the role
of the woman in the commercial. Bruce was
pursuing a graduate degree while working and
putting his wife through college; he certainly
needed the job and the income. He was a recent
recruit still in his probationary period.

Mark is a sales representative for a large life

insurance company. He has been with the
company for about 18 months. Things have been
going well, or so he thinks. One concern he has
is about the product he sells most.
This product is insurance and savings plan
bundled together. It provides protection for
premature death, savings that can be used for
retirement, or an emergency fund that can be
accessed quickly without hassle.
The problem Mark faces is that this insurance
product is more expensive to purchase, and for
young families it provides the least amount of
protection in case of premature death of the
breadwinner. Another drawback is the low return
on savings, somewhere between 3 percent and 6
percent net. The company pushes sales of this
product because it is more profitable. The
commission Mark earns is 110 percent of the
first years annual premium, so it is very
profitable for him and his family.

Bruce had reviewed all the letters, practically all

of which were from women and strongly
negative. Many of them said, as Priscilla did,
that they would not buy the brand because of the
offensive commercial and because it was
demeaning to women. Secondary data showed
that the primary decision makers and purchasers
of the product were women. Part of the reason
for Endirts success was believed to be the
advertising message, which not only had a high
level of recall but a high level of association

Mark also has another product that is

considerably cheaper, that can provide much
greater insurance protection, and at the same
time would let the insured invest the difference
in another product (i.e., an annuity) that provides
a greater return. But the commissions paid by
5

the company are very low, and management

frowns on too many of these policies being sold.

changing the recommended usage would dearly

contribute to additional sales volume, what she
knows about the product indicates that such an
increase would not significantly benefit
consumers. On the other hand, Hans is the
Group Product Marketing Manager, and he
makes the decisions on promoting recent hires
for this product.

The quandary is: If Mark does what is right for

the consumer, he cant provide for his own
family; if he sells the more expensive insurance
product, then the protection doesnt come
anywhere near meeting the needs of the family
should the breadwinner die prematurely. What
should Mark do?

(i) What Are the Relevant Facts? List

any two. (1)
(ii) What Are the Ethical Issues?(3)
(iii) Who Are the Primary Stakeholders?
(3)
(iv) What Are the Possible Alternatives?
(3)

(i) What Are the Relevant Facts? List any

two. (1)
(ii) What Are the Ethical Issues?(3)
(iii) Who Are the Primary Stakeholders?(3)
(iv) What Are the Possible Alternatives?(3)
CASE 3: COSMETIC APPLICATIONS

DIFFERENCE BETWEEN

Maria
is
an
Assistant
Marketing
Communications Manager with TruBlush
Cosmetics, a manufacturer of facial cream and
other skin moisturizing products. She is
relatively new to the cosmetics industry, being a
recent college graduate with limited real world
experience. As part of her orientation, however,
she recently had the opportunity to spend one
week with the TruBlush marketing research
group, sitting in on several focus group
discussions with regular cosmetics users.

(i) Selling & Marketing.

(ii) Direct Marketing & Personal selling
(iii) Place & Time Utility
(iv) Core Product & Actual Product
(v) Traditional marketing & Social
marketing
(vi) Social Marketing & online marketing
(vii)
Targeting and positioning
(viii)
Shopping & Specialty Product
SHORT NOTES
(i)
(ii)
(iii)

Today Hans stopped Maria in the hallway and

told her to coordinate the artwork on both the
new package label design and the storyboards
for an upcoming advertising campaign, to reflect
an increase in the recommended application of a
facial cream product from one to three
applications daily. While delighted with the
opportunity to finally be assigned something
substantive where she can demonstrate what she
is capable of doing, she is troubled by the
directive.

(iv)
(v)
(vi)
(vii)
(viii)

Rural Marketing
Direct Marketing
What do you understand by need,
want & demand? Give Example.
Important functions of Packaging.
Define process of Positioning.
Consumerism
Viral marketing
Online Marketing.

LONG QUESTIONS

Maria recalls that in each of the four focus group

sessions the week before, the majority of
consumers interviewed revealed that just one
application of this product did the job. While

1. With the help of suitable examples

discuss the meaning and scope of
marketing.
6

2. Explain how a firm's marketing can be

influenced by macro environmental
forces? Give reasons.
3. What do you mean by Market
Segmentation? How Tata Motors should
segment Indian market for Nano Car?
Give reasons.
4. Explain the term '''sales promotion".
What type of sales promotion techniques
would be effective for selling expensive

consumer products such as houses or

automobiles? Give examples.
5. Explain the factors that affect the
pricing decisions of firms? Give
examples.
6. Explain the factors that influence the
choice of a distribution channel.
Illustrate your answer with suitable
examples.