Professional Documents
Culture Documents
Chapter-1 Basic of Rural Marketing Self Assessment Questions
Chapter-1 Basic of Rural Marketing Self Assessment Questions
Management of demand
Developmental marketing
Unique selling proposition (USP)
All of these
2 Rural marketing is similar as simply marketing. Rural marketing differs only in terms of buyers
here; target market consists of customers living in rural areas.
(a) True
(b) False
3 Which type of market buys goods and services for further processing or for use in the production
process?
a.
b.
c.
d.
Business
Consumer
Retail
Reseller
4 The natural resources that are needed as inputs by marketers or that are affected by marketing
activities are referred to as the ________.
a.
b.
c.
d.
Endangered environment
Raw material market
Natural environment
Green movement
5 Which of the following represents the most dramatic force shaping a modern marketer's destiny?
a.
b.
c.
d.
6 Workers, managers, and members of the board of directors are all part of a company's ________.
a.
b.
c.
d.
Market public
Local public
Internal public
Intermediary public
7 Research has shown that the most important demographic trend in Europe is the ________.
a.
b.
c.
d.
(b) False
9 A marketing philosophy summarized by the phrase "a good product will sell itself" is
characteristic of the _________ period.
a.
b.
c.
d.
Productions
Sales
Marketing
Relationship
11 Which of the following places satisfies the criteria to be considered an urban area?
a.
b.
c.
d.
12 The functions of... finance and marketing should be integrated to satisfy the needs and
expectations of customers.
a.
b.
c.
d.
Sales
Production
Marketing
Relationship
13 Marketing are successful only when it is capable of maximizing profitable sales and achieves
long-run customer satisfaction.
(a) True
(b) False
14 The consumer .and consumption patterns also differ across rural and urban areas, in
many products rural consumption now accounts for a large share then urban.
a.
b.
c.
d.
Consumer
Retail
Demand
Reseller
15 Every producer or manufacturer and the business organization has also to determine beforehand,
prior to undertaking its marketing, as to what shall be the price of their product?
(a) True
(b) False
d. All of these
17 The greatest problem in the rural market is to reach the customer or retailer.
(a) True
(b) False
18 The process should not be able to straddle the attitudinal and socio-economic disparity between
the urban and rural customers.
(a) True
(b) False
20 To promote consumer durable inside a state costs $ 100 thousand while in urban areas it will costs
in millions.
(a) True
(b) False
2.(a)
3.(a)
4.(c)
5.(c)
6.(c)
7.(a)
8.(a)
9.(a)
10.(b)
20.(a)
media differentiation
d. media planning
2. The media department for a manufacturer of gardening tools is developing a media plan. Which
of the following is not a question to be answered during the media planning process?
a. Should we advertise nationally or only in rural areas?
b. Should we use print or broadcast media?
c.
reach; frequency
d. gross impressions
5. Land is one of three major factors of production in classical economics and an essential input for
housing and food production.
a. True
b. False
Frequency
d. Reach
7. The advertising response curve indicates that:
a. incremental response to advertising actually diminishes with repeated exposures.
b. audience fragmentation actually increases effective reach.
c.
flooding
d. marketing mix
10. To reach its target audience, the Office of National Drug Control Policy creates advertising
messages, such as "the coolest kids don't do drugs," which it uses extensively in a four to six weeks
campaign. Then its policy is to stop all advertising for a two-week period. After the hiatus, it returns
with a different advertising message. What method for media scheduling is the Office of National
Drug Control Policy using?
a. Continuous
b. Uninterrupted
c.
Flighting
d. Incessant
11. The three elements of the creative mix are the target audience, the advertising message, and the
communications media.
a. True
b. False
12. Media planners refer to the duration of an advertising message or campaign over a given period
of time as regularity.
a. True
b. False
13. Which of the following would not be included in the cost of a separately acquired intangible
asset?
a. Non-refundable value added tax
b. Employee costs incurred in preparing the asset for its intended use
c.
d. Testing costs
14. How should research and development expenditure be dealt with in an entity's financial
statements?
a. Research and development expenditure should always be written off as an expense
b. Research and development expenditure should always be capitalized as an
intangible asset
c.
a. True
b. False
18. If 60 percent of the 200,000 people in a target market tune in to the local country music radio
station at least once during a given period of time, the station's is 120,000.
a. rating
b. advertising impression
c.
reach
d. frequency
19. People are sometimes inadvertently exposed to conflicting or confusing messages of familiar
products from neighboring countries. This issue is referred to as the problem of:
a. ineffective reach.
b. spillover media.
c.
ineffective frequency.
d. lack of continuity.
20. As urbanization intensifies, agricultural and nonagricultural land use conflicts become more
severe.
a. True
b. False
2.(d)
3.(b)
4.(d)
5.(a)
6. (c)
7.(b)
8.(a)
9.(b)
10.(c)
11. (b)
12.(b)
13.(c)
14.(c)
15.(a)
16. (c)
17.(a)
18.(c)
19.(b)
20.(a)
Early adoption
Consumption pioneering
Consumer buying behavior
Understanding the difference between primary and secondary data
2 The starting point to understanding how consumers respond to various marketing efforts is the
________ model of a buyer's behavior.
a.
b.
c.
d.
3 In the model of buyer behavior, which of the following is not a major type of force or event in the
buyer's environment?
a.
b.
c.
d.
cultural
political
economic
channels
4 Marketers are always trying to spot ________ in order to discover new products that might be
wanted.
a.
b.
c.
d.
groups
cultural shifts
dissonance
lifestyles
5 ________ are becoming a very attractive market: they are the ideal market for exotic travel,
restaurants, high-tech home entertainment products, leisure goods and services, and designer
furniture and fashions.
a.
b.
c.
d.
e.
Italians
Mature consumers
Europeans of African origin
East Europeans
Teenagers
6 ________ are society's relatively permanent and ordered divisions whose members share similar
values, interests, and behaviors.
a.
b.
c.
d.
Social classes
Lifestyles
Purchase decisions
Subcultures
Personal
Psychological
Business
Social
8 Because business purchases are usually more complex than consumer purchases, business buyers
tend to ________.
a.
b.
c.
d.
9 Which of the following is not included in the decision-making unit of a buying organization?
a.
b.
c.
d.
Sociological Model
Howard-Sheth
Freudian Model
All of these
(b) False
12 The law of supply and demand demonstrates the relationship between supply, demand and
prices.
(a) True
(b) False
13 Lifestyle marketing is not a process of establishing relationships between products offered in the
market and targeted lifestyle groups.
(a) True
(b) False
(b) False
16 Which are the product characteristics influence the consumers acceptance of a new product:
a.
b.
c.
d.
Relative Advantage
Compatibility
Complexity
All of these
Social system
Cultural system
Political system
Technological system
18 Some cultures tend to adopt new products more quickly than others, based on several factors:
a.
b.
c.
d.
Modernity
Homophile
Physical Distance
All of these
19 If there is low involvement and the product/market is established then sales promotions should
be used for:
a.
b.
c.
d.
(b) False
2.(c)
3.(d)
4.(b)
5.(b)
6.(a)
7.(d)
8.(c)
9.(c)
10.(b)
11.(a) 12.(a) 13.(b) 14.(a) 15.(d) 16.(d) 17.(a) 18.(d) 19.(b) 20.(b)
2 The consumer market is a multi-tiered pyramid which requires multi pronged market strategies.
(a)True
(b) False
3 A is that element or elements considered available for selection in some stage of the
sampling process.
a.
b.
c.
d.
Sampling frame
Population
Sampling unit
None of these
4 Marketing efforts and sociological influences on the consumer are aspects of which stage in the
consumer decision-making model?
a.
b.
c.
d.
9 The ..of marketing a new product or service begins when we create a frame of reference.
a.
b.
c.
d.
Product
Process
Procedure
None of these
11 The perceived .advantage is typically one of the best predictors of the rate of adoption of
an innovation.
a.
b.
c.
d.
Compatibility
Relative
Complexity
None of these
a.
b.
c.
d.
13 When a company acquires a supplier through an acquisition strategy, this is referred to as:
a.
b.
c.
d.
Forward integration
Vertical marketing system
Horizontal integration
Backward integration
Conglomerate diversification
Concentric diversification
Horizontal diversification
Vertical diversification
15 The ECA region covers an immense area with great diversity in geography, cultures, religions
and societies and is home to about 480 million inhabitants.
(a)True
(b) False
16 A market where new securities are bought and sold for the first time is known as a __________
market.
a.
b.
c.
d.
Primary
Secondary
Tertiary
Capital
18 A market for relatively long-term (greater than one year original maturity) financial instruments
(e.g., bonds and stocks) is known as the __________ market.
a.
b.
c.
d.
Primary
Secondary
Tertiary
Capital
19 PRA tools and techniques could be used at all levels of project formulation and implementation.
(a)True
(b) False
Exploratory
Topical
Problem Solving
All of these
2.(a)
11.(b) 12.(c)
3.(c)
4.(a)
13.(a) 14.(c)
5.(b)
6.(d)
7.(c)
8.(d)
9.(b)
10.(d)
village
country
word
None of these
2. Market segmentation is the process in marketing of dividing a market into distinct subsets
(segments) that behave in the same way or have similar needs.
(a) True
(b) False
3. The way in which the product is delivered to meet the customers needs refers to:
a. New product concepts and improvements
b. Selling
c. Advertising and promotion activities
d. Place or distribution activities
4. Apple has done a lot through its advertising to promote itself, through its unintimidating icons, as
a computer for non-geeks.
a.
b.
c.
d.
Dell
HP
Sony
Apple
5. Using., the computer then identifies positions of each brand on a map of a given number of
dimensions.
a. computer language
b. computer algorithms
c. computer information
d. None of these
6 Which of the following terms is used to describe the factors and forces outside marketing that
affect marketing management's ability to build and maintain successful relationships with target
customers?
a.
b.
c.
d.
e.
strategic planning
target markets
the marketing environment
the marketing mix
none of the above
7 Marketers should be aware of laws, government agencies, and pressure groups that influence or
limit various organizations and individuals in a given society. This is the ________ environment.
a. legal-technological
b. political
c. economic
d. socio-legal
e. cultural
8 As marketing manager for Laser Industries, you should be aware that legislation affecting business
around the world will continue to ________.
a. threaten the American domestic economy
b. exist
c. remain steady
d. increase
9 How many types of segmentation variables?
a.
b.
c.
d.
2
3
4
5
10.is the division of the market according to different geographical units like continents,
countries, regions, counties or neighborhoods.
a.
b.
c.
d.
Demographic segmentation
Market segmentation
Geographic segmentation
None of these
11..are commonly used in indexes and databases measuring consumers preferences for
brands, products and media.
a. Demographic variable
b. Market variable
c. Geographic variable
d. None of these
12 Evaluating different market segments, the firm must look at .the segment overall
attractiveness and the company objectives and resources.
a. one factors
b. two factors
c. Three factors
d. Four factors
13 In the beginning of the ..Michael Porter contributions to Strategic Management had a
great influence in Marketing.
a. 80s and throughout the 90s
b. 90s and throughout the 100s
c. 100s and throughout the 110s
d. None of these
14 One of the most important decisions that a company makes is what market coverage strategy to
use for a brand.
(a) True
(b) False
15 A company carrying fixed costs (sales force, store outlets) can add products to absorb and share
some costs.
(a) True
(b) False
16 Multiattribute segmentation models are complex but give the best overall picture of the
customers.
(a) True
(v) False
17 Marketers can take a(n) ________ by taking positive action to affect the publics and forces in their
marketing environments.
a. Environmental perspective
18 A potential segments must have characteristics that make it generally attractive, such as size,
growth, profitability, scale economies, and low risk.
(a) True
(b) False
19 This evolution meant a broader analysis and a need for a strategy to coordinate different Medias
and advertising possibilities.
(a) True
(b) False
(b) False
2.(a)
3.(d)
4.(d)
5.(b)
6.(c)
7.(b)
8.(d)
9.(a)
10.(c)
d. all of these.
2. Targeting leads to benefits because:
a. it helps to decide upon relevant strategies.
b. it leads to greater effectiveness for the marketing mix.
c.
d. all of these.
3. The biggest challenges for marketers are:
a. targeting the market places.
b. creating awareness of a brand.
c.
d. all of these.
4. It is important to understand the interrelationship between price, quality and value because:
a. it brings about improved profits to the company.
b. it underpins pricing strategy.
c.
d. all of these.
5. Setting the right price is crucial to:
a. the promotion of the tourism enterprise.
b. the principle of the tourism enterprise.
c.
d. all of these.
6. A distribution system is the mix of channels used to:
a. seek the opportunities of the tourism market.
b. gain access to the potential buyers of the product.
c.
d. all of these.
7. In which stage of the product life cycle should product strategy focus on forecasting capacity
requirements?
a. introduction
b. growth
c.
maturity
d. decline
8. Which of the following helps operations managers direct their efforts toward those items that
show the greatest promise?
a. value engineering
b. financial analysis
c.
d. product-by-value analysis
9. In which stage of the product life cycle should product strategy focus on improved cost control?
a. introduction
b. growth
c.
maturity
d. decline
10. Among the elements that make products more friendly to the environment are
a. using less materials
b. more recycled materials
c.
d. during the production process when it is clear the new product is a success
12. The dimensions, tolerances, materials, and finishes of a component are typically shown on a(n)
a. assembly chart
b. engineering drawing
c.
bill of material
d. assembly drawing
e. route sheet
13. Which of the following does not result from the effective use of group technology?
a. reduced tooling setup time
b. simplified training
c.
a bill of material
d. an assembly chart
15. Companies no longer shy away from going that extra mile to woo rural customers.
a. True
b. False
16. Group technology requires that
a. each component be identified by a coding scheme that specifies the type of processing and
the
a. parameters of the processing
b. a specific series of engineering drawings be prepared
c.
a bill of materials
d. a work order
18. The work order shows, in schematic form, how the product is assembled?
a. lists the operations, including assembly and inspection, necessary to produce the
component with the
b. material specified in the bill of material
c.
d. gives the instruction to make a given quantity of a particular item, usually to a given
schedule
19. Which of the following is documented on a bill of materials?
a. the tolerances for each component
b. the cost of the product
c.
the components, their description, and the quantity of each required to make one unit of a
product
2.(d)
3.(b)
4.(d)
5.(c)
6. (b)
7.(b)
8.(d)
9.(c)
10.(e)
11. (d)
12.(b)
13.(b)
14.(c)
15.(a)
16. (a)
17.(d)
18.(d)
19.(c)
20.(a)
Market research.
Late majority.
d. Innovators.
5. The type of newness (new to the company, new to the market) may be explained by which of the
following?
Regular innovation.
d. Sporadic innovation.
7. Organizations do not operate in a static environment. Changing technology, changing customer
tastes and preferences, and changing competitor product ranges should result in which of the
following?
a. New product development.
b. Financial development.
c.
1,2,
d. 1,3,
9. Which of the following is not a stage in the product life cycle?
a. Withdrawal.
b. Growth.
c.
Introduction.
d. Maturity.
10. New product development should be largely the preserve of the:
a. R&D function
b. Production function
c.
d. Marketing function
11. New product development is best viewed as:
a. A function within innovation management
b. A group of activities within R&D management
c.
Marketing
d. Economics
13. The key inputs to any new product strategy should come from:
a. On-going marketing strategy
b. On-going corporate strategy
c.
Replacement of products
A TQM process
2.(e)
3.(d)
4.(d)
5.(a)
6. (c)
7.(a)
8.(b)
9.(a)
10.(c)
11. (e)
12.(a)
13.(d)
14.(b)
15.(d)
16. (d)
17.(a)
18.(a)
19.(b)
20.(b)
positioning
d. promotions
2. Retailers have to ensure a close match between their capabilities and the merchandise offered.
They must have a clear understanding of which of the following?
a. Store location; customer service; intermediaries; merchandise selection; image.
b. Store location; customer service; intermediaries.
c.
Franchises.
d. Village shops.
4. The range and quality of services offered varies considerably from retailer to retailer. Which of the
following are examples of the three types of service level?
a. Full service; limited service; self service.
b. Reduced service; full service; extended service.
c.
Issues of supply.
Consumer-retailer-wholesaler.
d. Wholesaler-retailer-consumer.
8. Organizational goods often involve close technical and commercial dialog between buyer and
seller. The type and frequency of purchase and the quantity purchased, affect the channel structure.
Which of the following is not one of these organizational distribution channels?
a. Manufacturer-agent-distributor-user.
b. Manufacturer-user.
c.
Manufacturer-agent-distributor-retailer-user.
d. Manufacturer-agent-user.
9. Manufacturer-user. This direct channel is most appropriate where the goods being sold have
which of the following characteristics?
a. Low unit cost.
b. No technical content.
c.
Storage.
d. Transformation.
e. Differentiating.
12. When choosing the channel structure, which of the following should be considered in making
one's choice of channel decision?
a. Profit margins.
b. Market coverage.
c.
d. Product characteristics.
e. All of the above.
13. In achieving this market coverage effectively and efficiently, there are three alternative models of
distribution intensity. Which of the following are they?
a. Penetrating; inclusive; exclusive.
b. Intensive; exclusive; selective.
c.
Organizational goods.
d. Industrial goods.
15. There are many influences on channel strategy. Which of the following are examples of these
influences?
a. The product.
b. The market.
c.
d. The environment.
e. All of the above.
16. Decisions regarding distribution channels are of great significance to the manufacturers.
a. True
b. False
17. Where organizations need to select intermediaries on a fairly frequent basis, there is a range of
issues that should be examined as part of an appraisal process. Which of the following is not an
example of strategic selection criteria for intermediaries?
a. Market coverage.
b. Stock-holding policy.
c.
Expansion plans.
d. Partnership willingness.
18. There are many key variables that will influence the scale and complexity of the logistics process.
Which of the following are examples of these key variables?
a. Marketing department; environment; warehousing.
b. Transport; inventory; marketing department.
c.
2.(d)
3.(c)
4.(a)
5.(d)
6. (d)
7.(b)
8.(a)
9.(d)
10.(b)
11. (e)
12.(e)
13.(d)
14.(b)
15.(e)
16. (a)
17.(b)
18.(b)
19.(b)
20.(a)
Controlled message.
d. Defining recognition.
6. In marketing terms 'noise' is:
a. extraneous non-intelligent clutter which distorts the message.
b. intelligent clutter which distorts messages.
c.
Telemarketing.
8. What is the main effect that increasing computer power has had on the growth of direct
marketing?
a. It has increased the cost of direct marketing.
b. It has improved database management.
c.
Decoding.
d. Encoding.
10. Consumers normally pass through a buyer-readiness process as they reach a decision to
purchase a product or not. Which of the following stages is not typical of the buyer-readiness
process?
a. Preference.
b. Knowledge.
c.
Conviction.
d. Liking.
e. Post-purchase evaluation.
11. What are the unique qualities of advertising?
a. Consumers view advertised products as standard and legitimate.
Advertising agencies
d. Production companies
13. A full service agency provides both creative and media buying services.
a. True
b. False
14. 'One stop' agencies offer a client:
a. just one type of marketing communication service
b. all marketing communications services
c.
15. When an agency bids for the account of a client the event is known as a:
a. pitch
b. presentation
c.
interview
d. play
16. Which of the following is not an important criteria when selecting an agency?
a. Dynamics
b. Chemistry
c.
Conflicts of interest
d. Staff credentials
17. A credentials presentation refers to an agency's:
a. campaign requirements
b. previous campaigns
c.
d. financial status
18. An account executive is responsible for:
Tone
d. Creative considerations
2.(a)
3.(c)
4.(d)
5.(b)
6. (a)
7.(b)
8.(b)
9.(d)
10.(e)
11. (d)
12.(b)
13.(a)
14.(b)
15.(a)
16. (a)
17.(c)
18.(a)
19.(c)
20.(b)
Market segmentation.
d. Market targeting.
3. The marketing mix consists of the four Ps: product, price, place, and promotion. In the age of
connectedness, these tools might be more appropriately named the four Cs: Customer solution,
Customer cost, ., and Communication.
a. Convenience.
b. Customer control.
c.
Global considerations.
d. Customer relationships.
4. One of the chief goals of the implementation function in marketing management is to:
a. Take corrective action.
b. Develop strategic plans.
c.
Marketing strategy.
Measures performance.
d. Sets goals.
7. Internal records are an important source of information. Which of the following are not deemed as
internal records?
a. Manufacturing records.
b. Competitor information.
c.
d. Accounting records.
8. Dunn and Bradstreet is the world's largest research organization that specializes in information
management and marketing intelligence. Which is one of its largest subsidiaries that are focused
upon the retail industry?
a. Info Act Workstation.
b. Key Account Scantrack.
c.
Homescan.
d. Nielsen.
9. There are various types of research designed to obtain different types of information. What type of
research is used to define problems and suggest hypotheses?
a. Secondary research.
b. Primary research.
c.
Descriptive research.
d. Causal research.
10. Which of the following is not a defined use of marketing research?
a. To identify and define marketing opportunities and problems.
b. To improve understanding of the marketing process.
c.
Focus groups.
d. Mixed methodology.
e. Quantitative research.
13. What type of research would be appropriate in the following situation?
A college or university bookshop wants to get some insights into how students feel about the shop's
merchandise, prices and service.
a. Focus groups.
b. Quantitative research.
c.
Secondary data.
d. Qualitative research.
14. What type of research would be appropriate in the following situation?
L'Oreal wants to determine whether a new line of deodorants for teenagers will be profitable.
a. Primary research.
b. Mixed methodology.
c.
Focus groups.
d. Qualitative research.
15. Why is market research an essential tool for the marketing manager?
a. Develop more appropriate marketing mixes.
b. Monitor progress and diagnose the root causes of marketing problems.
c.
a. True
b. False
2.(c)
3.(a)
4.(d)
5.(b)
6. (d)
7.(b)
8.(d)
9.(c)
10.(d)
11. (a)
12.(a)
13.(a)
14.(a)
15.(d)
16. (d)
17.(b)
18.(c)
19.(b)
20.(a)