Question No: 9 (Marks: 1) - Please Choose One

Question No: 9 ( Marks: 1 ) - Please choose one
Some banks have increased their market share by offering accounts especially for children in
another city. This example illustrates which of the following growth strategies?
► Market penetration
► Market development
► Horizontal diversification
► Conglomerate diversification
Which of the following sets refers to the order or sequence of marketing management
functions?
► Control – implementation – market planning
► Market planning – control – implementation
► Implementation – control – market planning
► Marketing planning – implementation - control
Your colleague is confused about using the marketing research process. In which footstep he
is feeling difficulty?
► Defining the problem
► Defining the research objectives

► Defining the problem and research objectives
► Researching a research agency to help
Gathering secondary information is one of the steps of developing the research plan. What
does the meaning of secondary information in marketing research?
► That does not currently exist in an organized form
► That already exists somewhere, having been collected for another purpose
► That the researcher can obtain through surveys and observation
► That already exists somewhere in an organized form
Which method of research can be used to obtain information if people are unwilling or
unable to provide?
► Observations
► Focus groups
► Personal interviews
► Questionnaires
Which one of the following statements BEST characterizes marketing research?

► Research is a continuous process, providing a constant flow of information
► Research is conducted on a special-project basis
► Research is performed when routine information is required
► Research is the basis for making recurring marketing decisions
ABC Research Group must guard against problems during the implementation phase of
marketing research for its clients. Typically, management will not encounter which of these
problems?
► Respondents who refuse to cooperate or give biased answers
► Interviewers who make mistakes or take shortcuts
► Interpreting and reporting the findings
► Primary data that conflict with secondary data
Research of buying decisions by large companies to find out what they buy, where they buy,
how and how much they buy refers to which one of the following buying decision?
► Market buying decision
► Consumer buying decision
► Social buying decision

► Group buying decision
Society’s relatively permanent and ordered divisions whose members share similar values,
interests and behaviors reflect which one of the following option?
► Social classes
► Habitual buyers
► Charismatic leaders
► Opinion leaders
Which one of the following factor relates to family that influences consumer behavior?
► Cultural
► Social
► Personal
► Business
The buying process starts from which one of the following stage in which the buyer
recognizes a problem or need?
► Need recognition
► Information search
► Evaluation of alternative
► Purchase decision
You purchase cleaning supplies for your custodial help regularly. It is showing which buying
situation?
► Modified rebuy
► Straight rebuy
► Modified straight rebuy
► Consumer buy
“A purchase in which the customer buys the same goods in the same quantity on the same
terms from the same supplier” refers to which one of the following buying situations?
► New-task
► Modified rebuy
► Straight rebuy
► Negotiated
When a company caters to clothing, cosmetics and toiletries markets, it is probably using
which type of segmentation?
► Demographic
► Gender
► Behavior
► Geographic
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?
► Market segmentation, market positioning and target marketing
► Market segmentation, target marketing and market positioning
► Market alignment, market segmentation and market positioning
► Market recognition, market preference and market insistence
Which of the following are industrial products that aid in the buyer’s production or
operations, including installations and accessory equipment?
► Materials
► Specialty items
► Capital items
► Supplies
Developing a product or service involves defining the benefits that it will offer. The benefits
such as quality, features and design, style that are communicated and delivered comes under
which of the following categories?
► Private brands
► Product attributes
► Consumer products
► Product mixes
Marketers need to position their brands clearly in target customers’ minds. The strongest
brands go beyond attributes or benefit positioning. On which of the following basis the
products are positioned?
► Desirable benefit
► Good packaging
► Strong beliefs and values
► Customer image

An organization with several product lines has which one of the following mix that consists
of all the product lines and items which a particular seller offers for sale?
► Product mix
► Brand mix
► Consumer mix
► Packaging mix
With what groups do firms conduct concept testing for new products?
► Suppliers
► Employees
► Target customers
► Focus groups
After concept testing, a firm would engage in which stage for developing and marketing a
new product?
► Marketing strategy development
► Business analysis
► Product development
► Test marketing
If the company’s sales are slow down, and profits level off or decline. At which stage the
company has reached?
► Introduction
► Decline
► Growth
► Maturity
Which of the following marketing mix activity is most closely associated with newsletters,
catalogues and invitations to organization-sponsored events?
► Pricing
► Promotion
► Distribution
► Product
Three main strategies for intensive growth are market penetration, product development and
______________.
► Product improvement
► Market saturation
► Market growth
Buying goods and services for further processing or for use in the production process refers
to which of the following markets?
► Consumer markets
► Government markets
► Business markets
► International markets
Which one of the following factor does not affect the economic environment of
organizations?
► Donation to hospital
► Exchange rate
► Value added tax
► Disposable income
Which one of the following are the MOST useful source of speedier and more
comprehensive information?
► Suppliers
► Key customers
► Company reports
► Sales force
Which one of the following steps in the marketing research process deals in "defining the
problems and research objectives, implementing the research plan, and interpreting and
reporting the findings"?
► Developing the research budget
► Choosing the research agency
► Choosing the research method
► Developing the research plan
Which one of the following sets represents 4 C’s of the marketing mix?
► Customer solution, cost, convenience, communication
► Customer, cost, convenience, comfort
► Convenience, communication, coverage, cost
► Cost, coverage, communication, consultancy

Chimney Sweeps employs people to clean fireplaces and chimneys in homes and
apartments. The firm is primarily the marketer of which one of the following?
► An image
► A service
► A good
► An idea
In BCG matrix, which one of the following SBUs finances the company’s question marks
and stars?
► Dogs
► Stars
► Cash cows
► Question marks
Note: Confusing question has no clear dimension
Environmental groups are one kind of which of the following publics?
► Citizen-action publics
► Media publics
► Government publics
► Local publics
A social and managerial process by which individuals and organizations obtain what they
need and want through value creation refers to which one of the following concepts?
► Selling
► Advertising
► Barter
► Marketing
A marketing manager of a large consumer foods company is studying distribution,

promotion, and price of the company's product. Marketing manager is studying which one of
the following concepts?
► Marketing plan
► Marketing strategy
► Marketing mix
► Market offering
Which one of the following options represents this statement “What place do you want your
product to hold in the consumer’s mind”?
► Product
► Positioning
► Promotion
► Place
When a church targets different demographic groups to increase attendance, it is an example

of which of the following options?
► Not-for-profit marketing
► Mindless marketing
► Ethics in marketing
► Societal marketing
Stew Leonard, owner/operator of supermarkets, reacts adversely to losing a single customer

sale. He feels that this amounts to losing the entire stream of future purchases that a customer
is likely to make if he/she remains in the area. Which one is an illustration of the following
concepts?
► Market share
► Profitability
► Customer lifetime value

► Market share maintenance
A network of networks that consists of millions of smaller domestic, academic, business, and
government networks, which together carry various information and services. Which one of
the following networks represents it?
► LAN
► Intranet
► Extranet
► Internet
Which one of the following options is best to explain the purpose of intranets?
► Buying and selling processes
► Business-to-business purchasing
► Communication among employees
► Maintaining customer relations
functions?
Which of the following sets refers to the order of action in marketing control process?
► Measure performance – evaluate performance – corrective action – set goals
► Corrective action – set goals - measure performance – evaluate performance
► Set goals - Measure performance – evaluate performance - corrective action
► Set goals - Measure performance – corrective action – evaluate performance
Advertising agencies are an example of which of the following marketing intermediaries?
► Insurance company
► Financial intermediary
► Marketing services agency
► Physical distribution firm

Agencies that buy goods and services in order to produce public services or transfer them to
those that need them reflect which of the following markets?
► Reseller markets
In creating research questionnaires, which of the following is good advice for research
specialist to follow?
► Use care in the wording and ordering of questions
► Questions do not have to be arranged in a logical order
► Ask personal questions in the middle of the instrument
► Avoid eye contact as it may confuse the respondents
Marketing stimuli consist of the four Ps. Which is NOT one of these Ps?
► Product
► Political
► Price
► Promotion
Maslow has a list of human needs from the most pressing to the least pressing. They include
all of the following EXCEPT:
► Physiological needs
► Safety needs
► Self-actualization
Learning occurs through the interplay of all of the following EXCEPT:
► Drives
► Stimuli
► Cues
► Behavior
The mental act, condition or habit of placing trust or confidence in another shows which of
the following options?
► Motive
► Belief
► Behavior
► Attitude
Which one of the following is NOT the stage that customers go through in the process of
adopting a new product?
► Awareness
► Interest
► Evaluation
► Culture
Which of the following is NOT a primary motivation?
► Achievement
► Self-esteem
► Self-expression
► Attitude

A transaction in which the organization is making an initial purchase of an item to be used to
perform a new job refers to which of the following purchases?
► Straight rebuy purchase
► Delayed purchase
► New-task purchase
► Modified rebuy purchase
Most organizational purchase decisions are made by which of the following categories?
► The sales force
► A team of purchasing agents
► A firm's buying centre
► Inventory control personnel
In its purchase of a small business computer, Mr. Ateeq asked that potential suppliers provide
information only on units with 1Mb of memory. As management evaluates the purchase, it
finds that 1Mb is inadequate for many of the software programs they use. In this instance, the
firm would need to modify which aspect of the purchase process?
► Searching
► Specification development
► Alternative evaluation
► Performance evaluation
When Burger King targets different groups from children and teens to adults and seniors with
different ads and media, it is practicing which one of the following segmentation?
► Demographic
► Age and life cycle
► Psychographic
► Behavioral
This type of segmentation centers on the use of the word “when” such as when consumers
get the idea to buy, when they actually make their purchase, or when they use the purchased
item. What do marketers call this?
► Behavioral
► Occasion
► Impulse
► Emergency
Which of the segmenting strategies carries higher-than-average risks in consumer markets?
► Concentrated
► Differentiated
► Undifferentiated
► Multiple-segment
Which of the following are those products purchased for further processing or for use in
conducting a business?
► Unsought products
► Specialty products
► Shopping products
► Industrial products
Which one of the following factor indicates "the name, term, sign, symbol, design or a
combination of these that differentiate the product of one seller or group of sellers from the
other sellers"?
► Brand
► Package
► Label
► Style
In which of the following cases two established brand names of different companies are used
on the same product?
► Brand extension
► Brand equity
► Co-branding
► Cannibalization
When a company introduces additional items in a given product category under the same
brand name, such as new flavors, forms, colors, ingredients, or package sizes refers to which
of the following steps?
► Line extensions
► Product mix
► Service variability
► Service intangibility
New product development starts with which one of the following steps of new product
development?
► Idea screening
► Idea generation
► Test marketing
► Concept testing
The purpose of idea generation is to create a _____ of ideas. The purpose of succeeding
stages is to _____ that number.
► Small number; reduce
► Small number; increase
► Large number; increase
► Large number; reduce
Which one of the following groups of people get the product exposure but is not often
perceived by the majority of potential buyers as typical consumers?
► Early Majority
► Late Majority
► Early Adopter
► Innovators
First National Bank launches an innovative in-home banking system tied to personal
computers. The product is not widely accepted because bank customers don't see the need for
such a service. Which one of the following is the best discretion of product failure?
► Establishment of a customer information system
► Organization structure
► Technological advancement
► Scanning corporate capabilities

What does this statement show “Trade of value between two parties”?
► Competition
► Transaction
► Exchange
► Need
Which one of the following options represents the collection of businesses and products that
make up a company?
► Strategic business unit
► Mission statement
► Strategic plan
► Business portfolio
Finance, research and development, purchasing and manufacturing all are the activities of
which element of the micro environment?
► Suppliers
► Retailers
► Companies
► Publics
Political force is one of the forces of marketing macro environment. Identify the view of
marketer about the political forces.
► Simple to recognize
► Beyond their control
► Easily ignored
► Easily influenced
Which of the following forces show the marketing macro environment?
► Demographic, economic, natural, technological, political, and social
► Demographic, natural, economic, political, social, and cultural
► Demographic, economic, natural, technological, political, and cultural
► Demographic, economic, natural, social, political, and legal
Information about consumers, competitors and channel members (wholesalers, and retailers)
is collected mostly from which one of the following sources?
► External environment
► Internal environment
► Top management
► Middle management
and stars?
► Dogs
► Stars
► Cash cows
► Question marks
Which one of the following is NOT considered as competitive differentiation of a company?
► Product
► Service
► Image
► Sales
If XYZ Insurance Company observes a sudden increase in the number of farmers seeking
flood insurance in Pakistan due to major floods in India, Which one of the following is
representing flood situation for the company?
► Marketing opportunity
► Marketing concept
► Marketing threat

► Marketing plan
► Marketing mix
► Market offering
Which one of the following concepts is a useful philosophy in a situation when the product’s
cost is too high and marketers look for ways to bring it down?
► Selling concept
► Product concept
► Production concept

The strategic marketing process is how an organization allocates its marketing mix resources
to reach its:
► Stated business idea
► Target market
► Competition
► Area of expertise
Which one of the following is NOT a content of marketing plan?
► Budget
► Production
► Objectives
► Control
Beliefs and values that are passed on from parents to children and are reinforced by schools,
churches, business and government refer to which of the following beliefs and values?
► Crucial
► Core
► Secondary
► Primary
Which one of the following represents large growing kid and teen market?
► Baby boomers
► Generation-X
► Generation-Y
► Echo boomers
Harvard University is using the systematic design, collection, analysis, and reporting of data
relevant to marketing its programs to minority students. What do we call this?
► Promotion
► Self-study
► Marketing research
► Cost-benefit analysis
unable to provide?
► Observations
► Focus groups
► Questionnaires
Experimental research is best suited for gathering which of the following information?
► Unknown
► Causal
► Complicated
► Interactive
General Motors need to assess the company's image relative to a new competitor. The time
schedule is flexible, the research budget is very limited and a low response rate will not be a
major problem. Which one of the following survey would be used by General Motors?
► Mail
► Telephone
► Personal interview
► Population
A person on the University Book Shop's survey asks respondents to tell the shop, in their own
words, what they like least about textbook shopping. What is a type of this question?
► An open-ended
► A dichotomous
► A multiple choice
► A scale
How do consumers respond to various marketing efforts the company might use? What is a
starting point of a buyer’s behavior?
► Belief
► Subculture
► Post purchase feeling
► Stimulus-response Model
Marketing stimuli consist of the four Ps. Which is NOT one of these Ps?
► Product
► Political
► Price
► Promotion
Which one of the following stage is NOT a part of buyer’s black box?
► Brand choice
► Product choice
► Dealer choice

In a reference group, people having special skills, knowledge, personality, or other
characteristics, exert influence on others. Which one of the following option refers to these
people?
► Opinion leaders
► Habitual buyers
► Charismatic personalities
► Wild ducks
The factors such as the buyer’s age, life-cycle stage, occupation, economic situation,
lifestyle, personality and self-concept that influences buyer’s decisions refers to which one of
the following characteristic?
► Personal characteristics
► Psychological characteristics
► Behavioral characteristics
► Demographical characteristics
Unique psychological characteristics that lead to relatively consistent and lasting responses to
one’s own environment refers to which one of the following?
► Belief
► Culture
► Personality
► Self-awareness
Maslow has a list of human needs from the most pressing to the least pressing. They include
all of the following EXCEPT:
► Physiological needs
► Safety needs
► Self-actualization
Which of the following is NOT a primary motivation?

► Achievement
► Self-esteem
► Self-expression
► Attitude
When the purchasing manager of ABC Company buys material and thread, he considers a
variety of factors. Which one of the following is LEAST likely to concern the buyer in the
purchase decision?
► Does the quality of the goods meet company specifications?
► Does the supplier consistently deliver on time?
► Does the supplier also sell to my competitors?
► Does the price meet the company budget requirements?
When a company identifies the parts of the market it can serve best and most profitably.
Which one of the following factor is in the practice of a company?
► Concentrated marketing
► Mass marketing
► Targeted marketing
► Market segmentation
A firm has decided to localize its products and services to meet local market demands. Which
one of the following approache is a good approach for this segmentation?
► Geographic
► Demographic
► Psychographics
► Behavioral
When Burger King targets different groups from children and teens to adults and seniors with
different ads and media, it is practicing which one of the following segmentation?
► Demographic
► Age and life cycle
► Psychographic
► Behavioral
Demographic segmentation divides the market into groups based on which of the following
variables?
► Size, location, industry, customer
► Size, company, industry, technology
► Location, size, occupation, race

► Customer, technology, company, industry
“Segments of consumers having similar needs and buying behavior even they are located in
different countries” refers to which of the following segmentation?
► International marketing segmentation
► Consumer marketing segmentation
► Business marketing segmentation
► Intermarket segmentation
Mass marketers, such as Target and Venture Stores, ignore market segment differences and
target the whole market with one offer. What is their approach to segmenting?
► Undifferentiated marketing
► Differentiated marketing
► Target marketing
► Intelligent marketing
Most manufactured materials and parts are sold directly to which of the following categories?
► Consumers
► Industrial users
► Co-branders
► Wholesalers
Less frequently purchased consumer products and services which are compared by the
customer on different product attributes, refers to which one of the following product?
Beyond quality level, high quality also can mean high levels of quality consistency. Here,
“Freedom from defects and consistency in delivering a targeted level of performance” refers
to which of the following qualities?
► Perceived quality
► Product quality
► Adherence quality
► Conformance quality
A period of rapid market acceptance and increasing profits refers to which of the following
stages of the product life cycle?
► Decline
► Growth
► Maturity
► Introduction
McDonald's run advertisement featuring children, senior citizens and minority groups. What
does this ad show?
► Company is product oriented
► Company considers only environmental factors
► Company has several target markets
► Company is market oriented

Customer relationship management (CRM) focuses on creating two-way exchanges with
customers so that firms have an intimate knowledge of their needs, wants and buying
patterns. What does CRM deliver to customers for maintaining profitable customer
relationships?
► Superior customer value
► Less expensive goods
► Quality products
► Variety of products
One of the contents of formal marketing plan that includes a market description, a product
review, a review of competition and a review of distribution is called:
► Threats and opportunity analysis
► Objectives and issues
► Current marketing situation
Marketing Information System consists of people, equipment, and procedures to gather, sort,
_____, evaluate, and distribute information to marketing decision makers.
► Analyze
► Arrange
► Test
► Control
Chimney Sweeps employs people to clean fireplaces and chimneys in homes and apartments.
The firm is primarily the marketer of which one of the following?
► An image
► A service
► A good
► An idea
and stars?
► Dogs
► Stars
► Cash cows
► Question marks
The type of product that results from applying human and mechanical efforts to people or
objects refers to which one of the following options?
► An idea
► A service
► A philosophy
► A concept
When Olympia Carpets develops new carpets that are highly stain resistant and durable, it
must educate consumers about the product's benefits. This activity calls for which one of the
following marketing mix variables?
► Price
► Promotion
► Distribution
► Product
Customer’s evaluation of the difference between all the benefits and all the costs of a
marketing offer relative to those of competing offers refers to which of the following
options?
► Customer perceived value
► Marketing myopia
► Customer relationship management
► Customer satisfaction
Which one of the following statements by a company chairman BEST reflects the marketing
concept?
► We have organized our business to satisfy the customer needs
► We believe that marketing department must organize to sell what we produce
► We try to produce only high quality, technically efficient products
► We try to encourage company growth in the market
Which one of the following concepts is a useful philosophy in a situation when the product’s
cost is too high and marketers look for ways to bring it down?
► Selling concept
► Product concept
► Production concept
Which one of the following is a key to build lasting relationships with consumers?
► Price of the product
► Quality of product
Which one of the following options enables consumers and companies to access and share
huge amounts of information with just a few mouse clicks?
► Digital age
► Internet
► Extranet
► WWW
functions?

Marketing information from which of the following databases can be accessed more quickly
and cheaply?
► External
► Internal & External
► Internal
► Representatives
The objective of which of the following research is to gather preliminary information that
will help define the problem and suggest hypotheses?
► Descriptive
► Exploratory
► Causal
► Corrective
unable to provide?
► Observations
► Focus groups
► Questionnaires
► An open-ended
► A dichotomous
► A scale
marketing research for its clients. Typically, management will not encounter which of these
problems?
Society’s relatively permanent and ordered divisions whose members share similar values,
interests and behaviors reflect which one of the following option?
► Social classes
► Habitual buyers
► Opinion leaders
In a reference group, people having special skills, knowledge, personality, or other

characteristics, exert influence on others. Which one of the following option refers to these
people?
► Opinion leaders
► Habitual buyers
► Charismatic personalities
► Wild ducks
A change in an individual's behavior prompted by information and experience refers to which

one of the following concept?
► Learning
► Role selection
► Perception
► Motivation
The factors such as the buyer’s age, life-cycle stage, occupation, economic situation,
lifestyle, personality and self-concept that influences buyer’s decisions refers to which one of
the following characteristic?
► Psychological characteristics
► Behavioral characteristics
► Demographical characteristics
Identify the process by which individuals organize and interpret their sensory impressions in
order to give meaning to their environment?
► Personality
► Perception
► Selective group
► Habitual behavior

In its purchase of a small business computer, Mr. Ateeq asked that potential suppliers provide
information only on units with 1Mb of memory. As management evaluates the purchase, it
finds that 1Mb is inadequate for many of the software programs they use. In this instance, the
firm would need to modify which aspect of the purchase process?
► Searching
► Specification development
► Alternative evaluation
► Performance evaluation
Following are the variables for the segmentation of international markets EXCEPT:
► Geographic factors
► Economic factors
► Cultural factors
► Psychological factors
With concentrated marketing, the marketer goes after a _____ share of _____.
► Small; a small market
► Small; a large market
► Large; one or a few niches
► Large; the mass market
Beyond quality level, high quality also can mean high levels of quality consistency. Here,
“Freedom from defects and consistency in delivering a targeted level of performance” refers
to which of the following qualities?
► Perceived quality
► Product quality
► Adherence quality
► Conformance quality
Customer service is another element of product strategy. The first step is to survey customers
periodically to assess the value of current services and to obtain ideas for new ones. From
this careful monitoring, marketer has learned that buyers are very upset by repairs that are not
done correctly the first time. What is the name of these types of services?
► Brand equity services
► Product support services
► Social marketing services
► Unsought product services
In which of the following cases two established brand names of different companies are used
on the same product?
► Brand extension
► Brand equity
► Co-branding
► Cannibalization
► Suppliers
► Employees
► Focus groups
Once the product or service passes the business analysis test, it moves into which stage?
► Concept development
► Market testing
► Product proposal
► Early Majority
► Late Majority
► Early Adopter
► Innovators

In Boston Consulting Group approach, which one of the following is a measure of company's
strength in the market?
► Relative market share
► Market share
► Market growth rate
Which one of the following is a chief goal of the implementation function in marketing
process?
► Develops marketing plans
► Turns plans into actions
► Takes corrective actions

► Develops strategic plans
Finance, research and development, purchasing and manufacturing all are the activities of
which element of the micro environment?
► Suppliers
► Retailers
► Companies
► Publics
Buying goods and services for further processing or for use in the production process refers
to which of the following markets?

► Easily ignored
Chimney Sweeps employs people to clean fireplaces and chimneys in homes and apartments.
The firm is primarily the marketer of which one of the following?
► An image
► A service
► A good
► An idea
What does it show “Increasing demand, as well as changing or even reducing demand”?
► Marketing management
► Marketing myopia
► Demarketing
► Relationship management

► Media publics
► Local publics
Which one of the following is NOT considered as competitive differentiation of a company?
► Product
► Service
► Image
► Sales

A social and managerial process by which individuals and organizations obtain what
they need and want through value creation refers to which one of the following
concepts?
► Selling
► Advertising
► Barter
► Marketing
A business can have excellent products and services due to excellent marketing
skills and techniques that are essential for a company's success. So what are the
requirements needed for today’s marketer to achieve the organization‘s goals?
► Neither creativity nor critical thinking skills
► Both creativity and critical thinking skills
► Critical thinking skills but not creativity
► Creativity but not critical thinking
► Marketing plan
► Marketing mix
► Market offering
Which one of the following phrases reflects the marketing concept?
► The supplier is a king in the market
► Marketing should be viewed as hunting not gardening
► This is what I make, won’t you please buy it?
► This is what I want, won’t you please make it?
What are we going to do? And, how are we going to do? In which of the following
categories these two questions fall?
► Researching
► Planning
► Controlling
► Managing
XYZ Company purchased Hear Music and began making compilation music CDs to
play and sell in its stores. It has also tested new restaurant concepts; XYZ Company
is considering which of the following strategies?
► Diversification
The strategic marketing process is how an organization allocates its marketing mix
resources to reach its:
► Stated business idea
► Target market
► Competition
► Area of expertise
Which of the following sets refers to the order or sequence of marketing
management functions?
General Motors need to assess the company's image relative to a new competitor. The time
schedule is flexible, the research budget is very limited and a low response rate will not be a
major problem. Which one of the following survey would be used by General Motors?
► Mail
► Telephone
► Population
► An open-ended
► A dichotomous
► A scale
Currently, you find yourself involved in marketing research. The research you are
using is flexible, allows explanation of difficult questions and lends itself to showing
products and advertisements. What is this form of research?
► Personal interviewing
► Online interviewing
► Vision phone interviewing
► Mall intercepts
Marketing researchers usually draw conclusions about large groups of consumers by
studying which of the following small component of the total consumer population?
► Group
► Sample
► Target group
► Audience
In creating research questionnaires, which of the following is good advice for
research specialist to follow?
How do consumers respond to various marketing efforts the company might use?
What is a starting point of a buyer’s behavior?
► Belief
► Subculture
► Post purchase feeling
► Stimulus-response Model
Which one of the following factor relates to family that influences consumer
behavior?
► Cultural
► Social
► Personal
► Business
A change in an individual's behavior prompted by information and experience refers to which
► Learning
► Role selection
► Perception
► Motivation
Unique psychological characteristics that lead to relatively consistent and lasting
responses to one’s own environment refers to which one of the following?
► Belief
► Culture
► Personality
► Self-awareness
The consumer can obtain information from any of several sources. Which is NOT
one of these sources?
► Personal
► Commercial
► Attitude
► Public
Which one of the following factor is the most effective source of obtaining information
that legitimizes or evaluates products for the buyer?
► Public
► Experimental
► Personal
► Social
You enter a shop and call the department manager to assist in the purchase of
industrial equipment. You are considering a change in product specifications, terms
or suppliers. This specifies which of the following buying situations?
► Modified rebuy
► New task
► Straight rebuy
► Gatekeeper activity
You purchase cleaning supplies for your custodial help regularly. It is showing which
buying situation?
► Modified rebuy
► Straight rebuy
► Consumer buy
Mobilink divides buyers into groups based on their knowledge, attitudes, uses or
responses to a product. It is obviously using which type of segmentation?
► Behavioral
► Psychographic
► Demographic
► Geographic
Following are the variables for the segmentation of international markets EXCEPT:
► Economic factors
► Cultural factors
► Psychological factors
Marketers need to position their brands clearly in target customers’ minds. The
strongest brands go beyond attributes or benefit positioning. On which of the
following basis the products are positioned?
► Good packaging
► Customer image
Which one of the following categories refers to a group of products that are closely
related because they function in a similar manner, are sold to the same customer
groups, are marketed through the same type of outlets, or fall within given price
ranges?
► Product line
► Line extension
► Private brand
► Product bandwidth
When a company introduces additional items in a given product category under the
same brand name, such as new flavors, forms, colors, ingredients, or package sizes
refers to which of the following steps?
► Line extensions
► Product mix
► Service variability
► Service intangibility
The purpose of idea generation is to create a _____ of ideas. The purpose of
succeeding stages is to _____ that number.
► Small number; reduce
► Small number; increase
► Large number; increase
► Large number; reduce
A review of the sales, costs and profit projections for a new product to find out
whether they satisfy the company’s objectives refers to which one of the following
concepts?
► Business feasibility
► Feasibility study
► Product acceptance
Which one of the following steps calls for testing new-product concepts with groups
of target consumers in new product development?
► Concept development
► Concept testing
► Idea generation
► Test marketing
► Early Majority
► Late Majority
► Early Adopter
► Innovators
If BATA Company Ltd. has slow sales growth, profits are nonexistence and there are
heavy expenses incurred. Which of the following stage is being faced by the BATA?
► Introduction
► Growth
► Maturity
► Decline
computers. The product is not widely accepted because bank customers don't see
the need for such a service. Which one of the following is the best discretion of
product failure?
When a customer pays Rs.1000 and receives a television set in return. What does
this example show?
► Exchange
► Transaction
► Market
► Segment
Identify the first step in a strategic planning process.
► Define the company's mission
► Develop the business portfolio
► Plan marketing strategies
► Set objectives and goals
The publishers of “The Economist” developed a campaign to market the magazine to
university and college students studying business and management courses. The publishers
are focusing on which of the following strategies?
Information about consumers, competitors and channel members (wholesalers, and
retailers) is collected mostly from which one of the following sources?
► External environment
► Internal environment
► Top management
► Middle management
Suppose marketers at Lever Brothers are trying to determine whether the use of coupons for
detergent was the reason for a sales increase in a particular store. What type of study
conducted to answer this question?
► Exploratory
► Descriptive
► Causal
► Qualitative
An organization with several product lines has which one of the following mix that consists
of all the product lines and items which a particular seller offers for sale?
► Product mix
► Brand mix
► Consumer mix
► Packaging mix
MGT301-2 solved
In a Michael Porter Model, which one of the following options is a major tool in the
identification of ways to create value in an organization?
► Chain model
► The BCG model
► Five forces model
► Value chain model
promotion, and price of the company's product. Marketing manager is studying which
one of the following concepts?
► Marketing plan
► Marketing mix
► Market offering
Which one of the following options represents this statement “What place do you want
your product to hold in the consumer’s mind”?
► Product
► Positioning
►Promotion
► Place
Relationship marketing is a consistent application of up to date knowledge of individual
customers to product and service design. Why it is communicated interactively to
customers?
► For delivering short term value & satisfaction to customers
► For delivering long term value & satisfaction to customers
► For delivering short term value to management
► For delivering long term value to management
An important concept in which we realize that losing a customer means losing more than
a single sale. It means losing the entire stream of purchases that the customer would
make over a lifetime of patronage. Which one of the following options reflects this
concept?
► Net profit
► Customer lifetime value
► Relationship marketing
► Market share
When a church targets different demographic groups to increase attendance, it is an
example of which of the following options?
► Not-for-profit marketing
► Mindless marketing
► Ethics in marketing
► Societal marketing
Airlines offer frequent flier marketing programs to build value and satisfaction into the
customer relationship. Using this approach, airlines add which of the following benefits to
the customer relationship?
► Social benefits
► Structural benefits
► Financial benefits
► Old age benefits
The digital age will fundamentally change customers’ thinking of convenience, speed,
price, product information and service. This new consumer thinking will affect which one
of the following businesses?
► A few businesses
► Every business
► Established businesses
► Starting up businesses
Some banks have increased their market share by offering accounts especially for
children in another city. This example illustrates which of the following growth strategies?
functions?
Your colleague is confused about using the marketing research process. In which
footstep he is feeling difficulty?
► Defining the problem
► Defining the research objectives
► Defining the problem and research objectives
► Researching a research agency to help
Gathering secondary information is one of the steps of developing the research plan.
What does the meaning of secondary information in marketing research?
unable to provide?
► Observations
► Focus groups
► Questionnaires
Which one of the following statements BEST characterizes marketing research?
► Research is a continuous process, providing a constant flow of information
► Research is conducted on a special-project basis
► Research is performed when routine information is required
► Research is the basis for making recurring marketing decisions
marketing research for its clients. Typically, management will not encounter which of
these problems?
Research of buying decisions by large companies to find out what they buy, where they
buy, how and how much they buy refers to which one of the following buying decision?
► Market buying decision
► Consumer buying decision
► Social buying decision
► Group buying decision
Society’s relatively permanent and ordered divisions whose members share similar
values, interests and behaviors reflect which one of the following option?
► Social classes
► Habitual buyers
► Opinion leaders
Which one of the following factor relates to family that influences consumer
behavior?
► Cultural
► Social
► Personal
► Business
You purchase cleaning supplies for your custodial help regularly. It is showing which
buying situation?
► Modified rebuy
► Straight rebuy
► Consumer buy
“A purchase in which the customer buys the same goods in the same quantity on the
same terms from the same supplier” refers to which one of the following buying
situations?
► New-task
► Modified rebuy
► Straight rebuy
► Negotiated
When a company caters to clothing, cosmetics and toiletries markets, it is probably using
which type of segmentation?
► Demographic
► Gender
► Behavior
► Geographic
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?
► Market segmentation, market positioning and target marketing
► Market segmentation, target marketing and market positioning
► Market alignment, market segmentation and market positioning
► Market recognition, market preference and market insistence
Which of the following are industrial products that aid in the buyer’s production or
operations, including installations and accessory equipment?
► Materials
► Specialty items
► Capital items
► Supplies
Developing a product or service involves defining the benefits that it will offer. The
benefits such as quality, features and design, style that are communicated and delivered
comes under which of the following categories?
► Private brands
► Product attributes
► Consumer products
► Product mixes
Marketers need to position their brands clearly in target customers’ minds. The strongest
brands go beyond attributes or benefit positioning. On which of the following basis the
products are positioned?
► Good packaging
► Customer image
An organization with several product lines has which one of the following mix that
consists of all the product lines and items which a particular seller offers for sale?
► Product mix
► Brand mix
► Consumer mix
► Packaging mix
► Suppliers
► Employees
► Focus groups
After concept testing, a firm would engage in which stage for developing and marketing
a new product?
► Test marketing
If the company’s sales are slow down, and profits level off or decline. At which stage the
company has reached?
► Introduction
► Decline
► Growth
► Maturity
Which of the following marketing mix activity is most closely associated with newsletters,
catalogues and invitations to organization-sponsored events?
► Pricing
► Promotion
► Distribution
► Product
Three main strategies for intensive growth are market penetration, product development
and ______________.
► Product improvement
► Market saturation
► Market growth
Buying goods and services for further processing or for use in the production process
refers to which of the following markets?
Which one of the following factor does not affect the economic environment of
organizations?
► Donation to hospital
► Exchange rate
► Value added tax
► Disposable income
Which one of the following are the MOST useful source of speedier and more
comprehensive information?
► Suppliers
► Key customers
► Company reports
► Sales force
Which one of the following steps in the marketing research process deals in "defining the
problems and research objectives, implementing the research plan, and interpreting and
reporting the findings"?
► Developing the research budget
► Choosing the research agency
► Choosing the research method
► Developing the research plan
Which one of the following sets represents 4 C’s of the marketing mix?
► Customer solution, cost, convenience, communication
► Customer, cost, convenience, comfort
► Convenience, communication, coverage, cost
► Cost, coverage, communication, consultancy
Chimney Sweeps employs people to clean fireplaces and chimneys in homes and
apartments. The firm is primarily the marketer of which one of the following?
► An image
► A service
► A good
► An idea
and stars?
► Dogs
► Stars
► Cash cows
► Question marks
Note: Confusing question has no clear dimension (You are right)
► Media publics
► Local publics
A social and managerial process by which individuals and organizations obtain what
they need and want through value creation refers to which one of the following
concepts?
► Selling
► Advertising
► Barter
► Marketing
A business can have excellent products and services due to excellent marketing skills
and techniques that are essential for a company's success. So what are the
requirements needed for today’s marketer to achieve the organization‘s goals?
► Neither creativity nor critical thinking skills
► Both creativity and critical thinking skills
► Critical thinking skills but not creativity
► Creativity but not critical thinking
► This is what I make, won’t you please buy it?
► This is what I want, won’t you please make it?
General Motors need to assess the company's image relative to a new competitor. The
time schedule is flexible, the research budget is very limited and a low response rate will
not be a major problem. Which one of the following survey would be used by General
Motors?
► Mail
► Telephone
► Population
A transaction in which the organization is making an initial purchase of an item to be
used to perform a new job refers to which of the following purchases?
Question No:8 ( Marks: 1 ) - Please choose one
Mobilink divides buyers into groups based on their knowledge, attitudes, uses or
responses to a product. It is obviously using which type of segmentation?
► Behavioral
► Psychographic
► Demographic
► Geographic
A person on the University Book Shop's survey asks respondents to tell the shop, in their
own words, what they like least about textbook shopping. What is a type of this
question?
► An open-ended
► A dichotomous
► A scale
A transaction in which the organization is making an initial purchase of an item to be
used to perform a new job refers to which of the following purchases?
In Boston Consulting Group approach, which one of the following is a measure of
company's strength in the market?
► Relative market share
► Market share
► Market growth rate
Buying goods and services for further processing or for use in the production process
refers to which of the following markets?
► Easily ignored
The fact that organizational customers purchase products to be used directly or indirectly
in the production of goods and services to satisfy customers' needs. This situation shows
which of the following demands?
► Joint
► Derived
► Inelastic
► Fluctuating
Agencies that buy goods and services in order to produce public services or transfer
them to those that need them reflect which of the following markets?
► Reseller markets
If Unilever needs to survey retailer’s attitudes on the availability of product literature in
athletic shoe shops and needs the results within four working days, Unilever will
probably use what kind of survey?
► A mail
► Computer interviewing
► A personal interview
ABC Company wants to learn about consumer attitudes toward mail order purchases
and conducts a study to acquire this information. Which one of the following data would
BEST be classified for this study?
► Causal
► Experimental
► Primary
► Secondary
Which one of the following characteristics is NOT a requirement for effective
segmentation?
► Differential
► Achievable
► Accessible
► Measureable
Which one of the following is a key to build lasting relationships with consumers?
► Price of the product
► Quality of product
Which one of the following factor relates to family that influences consumer behavior?
► Cultural
► Social
► Personal
► Business
► Awareness
► Interest
► Evaluation
► Culture
MIDTERM EXAMINATION
Fall 2009
MGT301- Principles of Marketing (Session - 3) ► A telephone
► This is what I make, won't you please buy it?
► This is what I want, won't you please make it?
If a local company wants to adopt the marketing concept. To be consistent with this
move, it should adopt which of the following philosophies?
► Focusing on today is important for us
► Making money is our business
► The customer is always right
► Keeping prices low is our objective
All of the following are accurate descriptions of a company's mission statement,
EXCEPT which one?
► Mission statement should fit the market environment
► Mission statement should be realistic
► Mission statement should be broad
► Mission statement should be motivating
functions?
► Control - implementation - market planning
► Market planning - control - implementation
► Implementation - control - market planning
► Marketing planning - implementation - control
"How people feel about corporations, government agencies, trade unions and
universities" refers to which of the following views?
► People's view of others
► People's view of societies
► People's view of themselves
► People's view of organizations
Which one of the following is NOT a part of the macro-environment?
► Demographic forces
► Natural forces
► Competitors' forces
► Political forces
Marketing information from which of the following databases can be accessed more
quickly and cheaply?
► External
► Internal
► Representatives
Survey research, called the backbone of primary research, is the most widely used
method for primary data collection and is best suited for gathering which of the following
information?
► Personal
► Attitude
► Descriptive
► Exploratory
If ABC Ltd knows that its market share in Pakistan has dropped 13 percent in the first
quarter of the year but does not know what might have contributed to this decline, it is in
which stage of the marketing research process?
► Hypothesis development
► Symptom identification
► Problem identification
► Data interpretation
Which one of the following factor is NOT used for measuring the social class?
► Income
► Number of children in family
► Occupation
► Education
Which one of the following three-step process represents “Perception”?
► Motivation, personality and attitudes
► Collecting, eliminating and organizing information inputs
► Receiving, organizing and interpreting information inputs
► Anticipating, classifying and discarding information inputs
Person's pattern of living as expressed in his or her psychographics represents which
► Personality
► Culture
► Lifestyle
► Motive
Which one of the following option represents the collection of data for the purpose of
applying appropriate actions at a subsequent time?
► Lifestyle
► Learning
► Perception
► Attitude
► Awareness
► Interest
► Evaluation
► Culture
After deciding to order replacement parts for ageing machinery, the buyer for a
construction company examines catalogues and trade publications. The buyer is
probably at which stage of the organizational buying decision process?
► Problem recognition
► Product specification
► Product-supplier search
► Product evaluation
Demographic segmentation divides the market into groups based on which of the
following variables?
Which of the following factors are often used for segmenting customer groups?
► Psychographic factors
► Behavioral factors
► Demographic factors
A marketer has brought same products in the market for all segments without
considering the needs and wants of the customers. Which one of the following strategy
is being practiced by the marketer?
► Undifferentiated marketing strategy
► Differentiated marketing strategy
► Concentrated marketing strategy
► Custom marketing strategy
Buyer- seller similarities is an attribute comes under which one of the following
concepts?
► Situational factors
► Operating variables
Which one of the following categories refers to a group of products that are closely
related because they function in a similar manner, are sold to the same customer
groups, are marketed through the same type of outlets, or fall within given price ranges?
► Product line
► Line extension
► Private brand
► Product bandwidth
a new product?
► Test marketing
A review of the sales, costs and profit projections for a new product to find out whether
they satisfy the company's objectives refers to which one of the following concepts?
► Business feasibility
► Feasibility study
► Product acceptance
In which of the following product life cycle stages, sales are zero and the company's
investment costs mount?
► Introduction
► Growth
► Maturity
In which one of the following stages of the product life cycle sales fall off and profits
stop?
► Growth
► Introduction
► Decline
► Maturity
McDonald's run advertisement featuring children, senior citizens and minority groups.
What does this ad show?
► Company is product oriented
► Company considers only environmental factors
► Company has several target markets
► Company is market oriented
When a customer pays Rs.1000 and receives a television set in return. What does this
example show?
► Exchange
► Transaction
► Market
► Segment
In a company division, a product line within a division, or sometimes a single product or
brand reflects which one of the following options?
► Market
► BCG
► SBU
► Initiator
“Planning that involves developing a strategy to meet competition and ensure long-term
survival and growth” represents which one of the following planning types?
► Long-range planning
► Short-range planning
► Annual planning
► Strategic planning
Which one of the following is a chief goal of the implementation function in marketing
process?
► Develops marketing plans
► Turns plans into actions
► Takes corrective actions
► Develops strategic plans
"Consumers are spending more on products and services that will improve their lives
rather than their image” reflects which aspect of the cultural environment?
► People's view of nature
Suppose marketers at Lever Brothers are trying to determine whether the use of
coupons for detergent was the reason for a sales increase in a particular store. What
type of study conducted to answer this question?
► Exploratory
► Descriptive
► Causal
► Qualitative
ABC Company wants to learn about consumer attitudes toward mail order purchases
and conducts a study to acquire this information. Which one of the following data would
BEST be classified for this study?
► Causal
► Experimental
► Primary
► Secondary
Which one of the following is NOT considered as competitive differentiation of a
company?
► Product
► Service
► Image
► Sales
Which one of the following characteristics is NOT a requirement for effective
segmentation?
► Differential
► Achievable
► Accessible
► Measurable
Which one of the following product requires a lot of advertising, personal selling and
other marketing efforts because consumer either does not know about it or knows about
it but does not normally think about buying?
Business markets can be segmented on the basis of all of the following variables
EXCEPT:
►Operating variables
► Selling approaches
All of the following are accurate descriptions of a company’s mission statement,
EXCEPT which one?
► Mission statement should fit the market environment
► Mission statement should be realistic
► Mission statement should be broad
► Mission statement should be motivating
functions?
"How people feel about corporations, government agencies, trade unions and
universities" refers to which of the following views?
► People's view of societies
Which one of the following is NOT a part of the macro-environment?
► Demographic forces
► Natural forces
► Competitors' forces
► Political forces
Marketing information from which of the following databases can be accessed more
quickly and cheaply?
► External
► Internal
► Representatives
Survey research, called the backbone of primary research, is the most widely used
method for primary data collection and is best suited for gathering which of the following
information?
► Personal
► Attitude
► Descriptive
► Exploratory
Which one of the following factor is NOT used for measuring the social class?
► Income
► Number of children in family
► Occupation
► Education
Which one of the following three-step process represents “Perception”?
► Motivation, personality and attitudes
► Collecting, eliminating and organizing information inputs
► Receiving, organizing and interpreting information inputs
► Anticipating, classifying and discarding information inputs
Person’s pattern of living as expressed in his or her psychographics represents which
► Personality
► Culture
► Lifestyle
► Motive
► Awareness
► Interest
► Evaluation
► Culture
After deciding to order replacement parts for ageing machinery, the buyer for a
construction company examines catalogues and trade publications. The buyer is
probably at which stage of the organizational buying decision process?
► Problem recognition
► Product specification
► Product-supplier search
► Product evaluation
Demographic segmentation divides the market into groups based on which of the
following variables?
Which of the following factors are often used for segmenting customer groups?
► Psychographic factors
► Behavioral factors
A marketer has brought same products in the market for all segments without
considering the needs and wants of the customers. Which one of the following strategy
is being practiced by the marketer?
► Undifferentiated marketing strategy
► Differentiated marketing strategy
► Concentrated marketing strategy
► Custom marketing strategy
Buyer- seller similarities is an attribute comes under which one of the following
concepts?
► Operating variables
► Industrial product

a new product?
► Test marketing

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Question No: 10 ( Marks: 1 ) - Please choose one

► Control – implementation – market planning

► Market planning – control – implementation

► Implementation – control – market planning

► Marketing planning – implementation - control

Question No: 11 ( Marks: 1 ) - Please choose one

► Defining the problem

► Defining the research objectives

► Researching a research agency to help

Question No: 12 ( Marks: 1 ) - Please choose one

► That does not currently exist in an organized form

► That the researcher can obtain through surveys and observation

► That already exists somewhere in an organized form

Question No: 13 ( Marks: 1 ) - Please choose one

Question No: 14 ( Marks: 1 ) - Please choose one

Which one of the following statements BEST characterizes marketing research?

► Research is conducted on a special-project basis

► Research is performed when routine information is required

► Research is the basis for making recurring marketing decisions

Question No: 15 ( Marks: 1 ) - Please choose one

► Respondents who refuse to cooperate or give biased answers

► Interviewers who make mistakes or take shortcuts

► Interpreting and reporting the findings

► Primary data that conflict with secondary data

Question No: 16 ( Marks: 1 ) - Please choose one

► Market buying decision

► Consumer buying decision

► Social buying decision

Question No: 17 ( Marks: 1 ) - Please choose one

Question No: 18 ( Marks: 1 ) - Please choose one

Question No: 19 ( Marks: 1 ) - Please choose one

Question No: 20 ( Marks: 1 ) - Please choose one

► Modified straight rebuy

Question No: 21 ( Marks: 1 ) - Please choose one

Question No: 23 ( Marks: 1 ) - Please choose one

► Market segmentation, market positioning and target marketing

► Market segmentation, target marketing and market positioning

► Market alignment, market segmentation and market positioning

► Market recognition, market preference and market insistence

Question No: 24 ( Marks: 1 ) - Please choose one

Question No: 25 ( Marks: 1 ) - Please choose one

Question No: 26 ( Marks: 1 ) - Please choose one

► Strong beliefs and values

Question No: 27 ( Marks: 1 ) - Please choose one

Question No: 28 ( Marks: 1 ) - Please choose one

Question No: 29 ( Marks: 1 ) - Please choose one

► Marketing strategy development

Question No: 30 ( Marks: 1 ) - Please choose one

Question No: 31 ( Marks: 1 ) - Please choose one

Question No: 32 ( Marks: 1 ) - Please choose one

Question No: 33 ( Marks: 1 ) - Please choose one

Question No: 34 ( Marks: 1 ) - Please choose one

► Value added tax

Question No: 35 ( Marks: 1 ) - Please choose one

Question No: 36 ( Marks: 1 ) - Please choose one

► Developing the research budget

► Choosing the research agency