SAMPLE QUESTIONS FOR MARKETING MANAGEMENT MODULE EXAM

1. If Honda uses its company name to cover such different products as its
automobiles, lawn mowers, and motorcycles, it is practicing which of the
following strategies?
a. new brand strategy

b. line extension strategy

c. multibrand strategy

d. brand extension strategy

2. The company, front-line employees, and customers represent the three

nodes of the services marketing triangle. Who among them are involved
in internal marketing?
a. Company and front-line employees.
b. Company and customers
c. Front-line employees and customers
d. Company, front-line employees and customers

3. A consumer who is planning to purchase a television can feel, touch, see,

and test a television model at an electronic products showroom before
making a purchase. However, a consumer, who is looking for a
treatment for his disease, may not have an idea about the doctor and his
treatment, before he uses the services of the doctor. He can only assess
the services after he avails of them. What characteristic of services are
we talking about?
a. Heterogeneity
b. Perishability
c. Intangibility
d. Inseparability

4. The Taj Group of Hotels maintains a database of all its customers and
has different categories into which it fits them based on their similar
characteristics. What is the basic rationale behind this activity?
a. Prepare a profile for each segment to serve customers better.
b. Prepare service characteristics for each segment to serve customers better.
c. Understand customers’ perceptions to serve them better.
d. Set standards in the procedural dimension of customer service.

5. When Procter & Gamble (P&G) introduced Liquid Tide to a new segment,
consumers in the traditional powdered detergent segment switched to
the liquid product. Rather than real sales growth, P&G simply
experienced the shifting of existing customers to a new product. This
exemplifies a drawback of multi-segment targeting strategy called:
a. economies of scale

b. selective perception

c. undifferentiation

d. cannibalization