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Chapter-1 Basic of Rural Marketing Self Assessment Questions
Chapter-1 Basic of Rural Marketing Self Assessment Questions
1 Rural markets and rural marketing involve a number of strategies, which include:
a. Management of demand
b. Developmental marketing
c. Unique selling proposition (USP)
d. 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.
3 Which type of market buys goods and services for further processing or for use in the production
process?
a. Business
b. Consumer
c. Retail
d. 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. Endangered environment
b. Raw material market
c. Natural environment
d. Green movement
5 Which of the following represents the most dramatic force shaping a modern marketer's destiny?
a. Market public
b. Local public
c. Internal public
d. Intermediary public
7 Research has shown that the most important demographic trend in Europe is the ________.
9 A marketing philosophy summarized by the phrase "a good product will sell itself" is
characteristic of the _________ period.
a. Productions
b. Sales
c. Marketing
d. Relationship
12 The functions of... finance and marketing should be integrated to satisfy the needs and
expectations of customers.
a. Sales
b. Production
c. Marketing
d. Relationship
13 Marketing are successful only when it is capable of maximizing profitable sales and achieves
long-run customer satisfaction.
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. Consumer
b. Retail
c. Demand
d. 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. Satisfaction of Customers
b. Integrated Marketing
c. Profitable Sales Volume
d. All of these
17 The greatest problem in the rural market is to reach the customer or retailer.
18 The process should not be able to straddle the attitudinal and socio-economic disparity between
the urban and rural customers.
20 To promote consumer durable inside a state costs $ 100 thousand while in urban areas it will costs
in millions.
1. (d) 2.(a) 3.(a) 4.(c) 5.(c) 6.(c) 7.(a) 8.(a) 9.(a) 10.(b)
11.(d) 12.(b) 13.(a) 14.(d) 15.(a) 16.(d) 17.(a) 18.(b) 19.(c) 20.(a)
Chapter-2 Rural Marketing Environment
a. communications strategy
b. media targeting
c. 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. scheduling; media-vehicle
b. audience; message-distribution
c. reach; frequency
d. gross impression; rating
4. Assume the audience for Dr. Phil on channel 11 is 115,000. During the months of February and
March, a local health club ran 16 ads during the show. This is the only advertising the health club
did during those two months. Its .. equals 1,840,000.
a. OTS
b. message weights
c. effective frequency numbers
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
6. . measures the intensity of a media schedule.
a. Rating
b. Gross impression
c. Frequency
d. Reach
8. Conflicts with nonfarm neighbors and vandalism, such as destruction of crops and damage to
farm equipment, are major concerns of farmers at the urban fringe
a. True
b. False
9. The advertising messages for the most recent Harry Potter movie were communicated through the
use of a Web site, television commercials, newspaper ads, theater advertising, and publicity. The
film company promoting this movie used a approach.
a. targeted media
b. mixed-media
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?
14. How should research and development expenditure be dealt with in an entity's financial
statements?
15. Expenditure on advertising and promotion never gives rise to the acquisition of an intangible
asset. True or False?
a. True
b. False
16. The revaluation model cannot be used for the measurement of an intangible asset unless:
17. The rural market presents an exciting opportunity to develop brands into generic product
association.
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
1 ________ is never simple; yet understanding it is the essential task of marketing management.
a. Early adoption
b. Consumption pioneering
c. Consumer buying behavior
d. 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.
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. cultural
b. political
c. economic
d. channels
4 Marketers are always trying to spot ________ in order to discover new products that might be
wanted.
a. groups
b. cultural shifts
c. dissonance
d. 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. Italians
b. Mature consumers
c. Europeans of African origin
d. East Europeans
e. Teenagers
6 ________ are society's relatively permanent and ordered divisions whose members share similar
values, interests, and behaviors.
a. Social classes
b. Lifestyles
c. Purchase decisions
d. Subcultures
a. Personal
b. Psychological
c. Business
d. Social
8 Because business purchases are usually more complex than consumer purchases, business buyers
tend to ________.
a. Sociological Model
b. Howard-Sheth
c. Freudian Model
d. All of these
12 The law of supply and demand demonstrates the relationship between supply, demand and
prices.
13 Lifestyle marketing is not a process of establishing relationships between products offered in the
market and targeted lifestyle groups.
16 Which are the product characteristics influence the consumers acceptance of a new product:
a. Relative Advantage
b. Compatibility
c. Complexity
d. All of these
a. Social system
b. Cultural system
c. Political system
d. Technological system
18 Some cultures tend to adopt new products more quickly than others, based on several factors:
a. Modernity
b. Homophile
c. Physical Distance
d. All of these
19 If there is low involvement and the product/market is established then sales promotions should
be used for:
1. (c) 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)
Chapter-4 Researching Rural Market
2 The consumer market is a multi-tiered pyramid which requires multi pronged market strategies.
3 A is that element or elements considered available for selection in some stage of the
sampling process.
a. Sampling frame
b. Population
c. Sampling unit
d. None of these
4 Marketing efforts and sociological influences on the consumer are aspects of which stage in the
consumer decision-making model?
a. Conscious partiality
b. Sympathy for the underdog
c. Unstructured interviewing
d. None of these
9 The ..of marketing a new product or service begins when we create a frame of reference.
a. Product
b. Process
c. Procedure
d. None of these
11 The perceived .advantage is typically one of the best predictors of the rate of adoption of
an innovation.
a. Compatibility
b. Relative
c. Complexity
d. None of these
13 When a company acquires a supplier through an acquisition strategy, this is referred to as:
a. Forward integration
b. Vertical marketing system
c. Horizontal integration
d. Backward integration
a. Conglomerate diversification
b. Concentric diversification
c. Horizontal diversification
d. 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.
16 A market where new securities are bought and sold for the first time is known as a __________
market.
a. Primary
b. Secondary
c. Tertiary
d. Capital
a. Primary
b. Secondary
c. Tertiary
d. Capital
19 PRA tools and techniques could be used at all levels of project formulation and implementation.
a. Exploratory
b. Topical
c. Problem Solving
d. All of these
1. (b) 2.(a) 3.(c) 4.(a) 5.(b) 6.(d) 7.(c) 8.(d) 9.(b) 10.(d)
11.(b) 12.(c) 13.(a) 14.(c) 15.(a) 16.(a) 17.(b) 18.(d) 19.(a) 20.(d)
Chapter-5 Rural Marketing Strategies
a. village
b. country
c. word
d. 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.
3. The way in which the product is delivered to meet the customers needs refers to:
a. Dell
b. HP
c. Sony
d. 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. strategic planning
b. target markets
c. the marketing environment
d. the marketing mix
e. 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. 2
b. 3
c. 4
d. 5
10.is the division of the market according to different geographical units like continents,
countries, regions, counties or neighborhoods.
a. Demographic segmentation
b. Market segmentation
c. Geographic segmentation
d. 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.
15 A company carrying fixed costs (sales force, store outlets) can add products to absorb and share
some costs.
16 Multiattribute segmentation models are complex but give the best overall picture of the
customers.
17 Marketers can take a(n) ________ by taking positive action to affect the publics and forces in their
marketing environments.
a. Environmental perspective
b. Relationship building perspective
c. Proactive stance
d. Natural management perspective
18 A potential segments must have characteristics that make it generally attractive, such as size,
growth, profitability, scale economies, and low risk.
19 This evolution meant a broader analysis and a need for a strategy to coordinate different Medias
and advertising possibilities.
1. (a) 2.(a) 3.(d) 4.(d) 5.(b) 6.(c) 7.(b) 8.(d) 9.(a) 10.(c)
11.(a) 12.(b) 13.(a) 14.(a) 15.(a) 16.(a) 17.(c) 18.(a) 19.(a) 20.(b)
Chapter-6 Product Strategy
4. It is important to understand the interrelationship between price, quality and value because:
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. product cost justification
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
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?
14. Which of the following typically shows the components, their description, and the quantity of
each required to make one unit of a product?
a. an engineering drawing
b. an assembly drawing
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
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. all bill of material be prepared using the same format
d. the final products be standardized
17. The list of food items that your restaurant customers want the kitchen to prepare is an example
of
a. an assembly chart
b. a route sheet
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. provides detailed instructions on how to perform a given task
d. gives the instruction to make a given quantity of a particular item, usually to a given
schedule
20. Warehousing is another major problem in rural areas, as there is hardly any organized agency to
look after the storage issue.
a. True
b. False
1. The cost of new product development is great and the introduction of a new washing powder will
typically include which of the following investments?
a. Market trials.
b. Consumer focus groups.
c. Market research.
d. All of the above.
3. When companies identify a small number of test sites and cities to conduct a full marketing
campaign to ascertain the response of the consumer to the new product, this process is referred to as:
a. niche testing.
b. controlled test marketing.
c. simulated test marketing.
d. standard test marketing.
4. To ensure success of new products, which market segment should be targeted initially?
a. Early adopters.
b. Laggards.
c. 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?
a. A radical new product with innovation.
b. A me-too product.
c. Innovative me-too product, new to the market.
d. The core product is familiar to the market.
a. Latent innovation.
b. Concentrated innovation.
c. Regular innovation.
d. Sporadic innovation.
8. There are two main approaches to New Product Development. Which of the following are these
approaches?
1) Spontaneous.
2) Delayed.
3) Radical.
4) Reactive.
5) Proactive.
a. 2,3,
b. 4,5,
c. 1,2,
d. 1,3,
a. Withdrawal.
b. Growth.
c. Introduction.
d. Maturity.
a. R&D function
b. Production function
c. None of the above
d. Marketing function
12. From which perspective is it possible to view the development of new products?
13. The key inputs to any new product strategy should come from:
14. Ansoff suggested new product development was a strategy for growth through:
15. Johnson and Jones suggested there were many different product development opportunities
open to a firm; these included:
17. A key feature of network models of new product development is the emphasis on:
19. Many marketing text books refer to new product development as:
1. In marketing jargon and according to the elements of the marketing mix, distribution is often
referred to as .., to cover the decisions and strategies that enable the product to flow to
the consumer, whether from the market direct to the home, via a wholesaler or from a retail outlet.
a. place
b. process
c. 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?
3. The linking of members of distribution channels through formal agreements rather than
ownership is known as a contractual system. Which of the following is an example of a contractual
system?
a. Family business.
b. Newsagents.
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?
5. There are always problems for retailers related to depth of range or breadth of range. A traditional
retail store has to restrict its choice because of which of the following?
6. Without the back-up of a customer orientation, which of the following would be resolved to suit
the supplier's, not the customer's, abilities and preferences?
a. Timing.
b. Location.
c. Issues of supply.
d. All of the above.
a. Producer-retailer-consumer.
b. Producer-wholesaler-retailer-consumer.
c. 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. Limit liability.
b. Increase efficiency and reduce costs.
c. Limit transactions between manufacturer and customer.
d. Increase order size and reduce expenses.
11. Some intermediaries add logistical value in various forms. Which of the following is not an
example of logistical value?
a. Breaking of bulk packs so as to sell smaller quantities.
b. Sorting.
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. The value that will be added.
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. Luxury goods.
b. Shopping goods.
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. Buying complexity and behavior.
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?
19. The final phase of the channel design strategy is the selection of specific intermediaries. The
decision tends to become more critical as the intensity of distribution itself becomes which two of
the following?
20. Distribution channels often require the assistance of others in order for the marketer to reach it is
target market.
a. True
b. False
7. Television advertising that includes a telephone number for ordering is an example of:
a. Direct-response advertising.
b. direct mail.
c. Telemarketing.
8. What is the main effect that increasing computer power has had on the growth of direct
marketing?
9. In creating the communications message, what is the term applied to the process of putting the
intended message or thought into symbolic form?
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.
12. Which of the following are NOT principal marketing communications organizations?
a. Media agencies
b. Customer call centers
c. Advertising agencies
d. Production companies
13. A full service agency provides both creative and media buying services.
a. True
b. False
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
a. campaign requirements
b. previous campaigns
c. tit with a client's expectations
d. financial status
20. Which of the following is not a key element within a creative brief?
a. Target audience
b. Competitor ads
c. Tone
d. Creative considerations
a. Target consumers.
b. The product.
c. The price charged for the product.
d. The marketing intermediary.
2. Which of the following terms would be most closely associated with the phrase "dividing a
market into distinct groups with distinct needs, characteristics, or behavior that might require
separate products or marketing mixes"?
a. Market positioning.
b. Product differentiation.
c. 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:
5. The step in a formal marketing plan that includes a market description, a product review, a
review of competition, and a review of distribution is the:
6 The first step in the marketing control process is best described as being one where the marketer:
a. Evaluates performance.
b. Takes corrective action.
c. 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. Customer service records.
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. Secondary research.
b. Primary research.
c. Descriptive research.
d. Causal research.
a. Binomial regression.
b. Leading indicators.
c. Time lag analysis.
d. Time series analysis.
Nestl wants to investigate the impact of children on their parents' decisions to buy breakfast foods.
a. Qualitative research.
b. Secondary research.
c. Focus groups.
d. Mixed methodology.
e. Quantitative research.
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.
a. Primary research.
b. Mixed methodology.
c. Focus groups.
d. Qualitative research.
15. Why is market research an essential tool for the marketing manager?
16. The Internet is a powerful mechanism for conducting research. However it does have its
drawbacks. Which of the following signify these drawbacks?
a. The possible inclusion of individuals not being targeted, that could skew the results.
b. Eye contact and body language, (two useful research indicators) are excluded from
the analysis.
c. Lack of information about the population responding to the questionnaire.
d. All of the above.
a. Random sampling
b. Systematic sampling
c. Quota sampling