1. What type of entity would Museum be categorized as?

a. Places b. properties c. organizations d. experiences e Ideas

2. How many types of key customers markets are there?
a. 3  b. 4 c. 5 d. 6 e. 7
3. To reach target market, which channels marketers do not use?
a. Communication B. Distribution Channel C. TV channel D. Transaction Channel
e. All of the above

4. Broad marketing does not consist of which of the following environment?

a. Demographic b. Natural c. economic d. geographic e. none

5. Market driven organizations are excelling which of the following capabilities?

a. Market Sensing b. Customer Linking c. Channel Bonding d. All e. None

6. How many criteria should BSU’s objective meet to make MBO system work?

a. 3 b.4 c. 5 d.6 e.7

7. If you fly through Emirates, you get discounts in a particular Hotel. What kind of Strategic
alliance is that?

a. Product/Service b. Logistic Alliance c. Promotional Alliance d. Price Collaboration

e. None

# Short Questions;

1. Briefly discuss strategic alliances

Organizations are facing competition from different dimensions and to gain strategic advantage
organizations often merge, collaborate or form alliances with each other. For example, Amazon is
biggest platform for sellers to sell all kind of commodities. Amazon is promoting other companies
whereas Amazon uses UPS as their transporter. It means Amazons logistic alliance is UPS

2. Describe different types of Communication Channels

Every business organization makes their profit by generating some sorts of values in exchange of
some capitals. To communicate and disseminate as well as exchange all these values, organizations
use different channels. These channels can be 3 types-
 Paid: ads in tv, radio, news-paper, billboard ads
 Owned: website, blogs, social media pages
 Earned: Word of mouth, Buzz (chipotle deployed this form of communication)