Center for Continuing Education - UPES

MBCM771D-Marketing Management
Assignment 2

Total Questions: 56
Total Marks: 100

Assignment Information :

The examination will consist of only Objective type (multiple choice) questions
requiring candidates to Mouse-click their correct choice of alternatives against the
related question number. The questions would carry 1 to 5 marks each depending
on the difficulty level of the question as indicated in the table below:

Difficulty Level of Questions:

1 Mark - Direct, Memory based

2 Marks - Memory & Conceptual
3 Marks - Conceptual & Analytical
4 Marks - Analytical based on understanding of concepts
5 Marks - Application based on understanding of concepts
  The question paper will be for 100 marks and considering marks
allotted to each question, the total number of questions would be around
63.
  There will not be negative marking for wrong answers.
  In case candidate does not want to attempt the question he I she
should not mouse-click any option.
  The students are allowed to save the responses and come back
later to resume, complete and "Save and Submit" the assignment.
However, if the Due Date has expired, then the assignment will not be
accessible and will be marked as zero. In such cases, the student can re-
attempt the assignment allocated after enrolling in the subsequent
Semester.
  Once submitted, that answer sheet cannot be retreieved for any
editing. The student has to initiate a new attempt (if allowed), if he has
submitted the assignment by mistake.
  The students are normally allowed 3 chances to attempt and
submit the assignment. The number of attempts availed is displayed
under the "Test Information".
  The Highest Grade of the 3 attempts shall be considered for
grading.
  The assignments are auto evaluated, and hence no chance of re-
evaluation/re-totalling is allowed to the student.
Results Displayed Incorrectly
Answered
Questions
 Question 1
Almost all major purchases result in ________, or discomfort caused
by postpurchase conflict.

 Question 2
 When marketers at Procter & Gamble selected the Millennials, a
demographic that includes college students, as an untapped group
of potential customers for their Febreze line of products, they were
executing which step in the process of designing a customer-driven
marketing strategy?

 Question 3
A ________ is defined as any group that has an actual or potential
interest in, or impact on, an organization's ability to achieve its
objectives.

 Question 4
Costs that do not vary with production or sales level are referred to
as

 Question 5
Your current assignment at york Foods is to find the major benefits
people look for in product classes, the kinds of people who look for
each benefit, and the major brands that deliver each benefit. What
is this segmentation method called?

 Question 6
In marketing terms, we say that the number of intermediary levels
indicates the ________ of a channel.

 Question 7
Which stage in the PLC normally lasts longer and poses strong
challenges to the marketing managers?

 Question 8
Which step in the sales process is necessary to ensure customer
satisfaction and repeat business?

 Question 9
Which of the following may require heavy advertising in order to be
set apart from similar products?

 Question 10
All of the following are difficulties associated with selling to
government buyers EXCEPT ________.

 Question 11
The company designs what it considers to be a good product, totals
the expenses of making the product, and sets a price that adds a
standard mark-up to the cost of the product. This approach to
pricing is called
 Question 12
________ is defined as the customer's evaluation of the differences
between all the benefits and all the costs of a marketing offer
relative to those of competing offers.

 Question 13
Logos, uniforms, brochures, and company trucks are all examples
of ________ that can be used to help a company create a visual
image for the public.

 Question 14
A company's total marketing communications mix consists of a
special blend of advertising, sales promotion, public relations,
personal selling, and direct-marketing tools that the company uses
to communicate customer value and build customer relationships.
This is also called

 Question 15
The final step in the marketing process is ________.

 Question 16
When suppliers, distributors, and customers partner with each
other to improve the performance of the entire system, they are
participating in a

 Question 17
Consumers can show their allegiance to brands, stores, or
companies. Marketers can use this information to segment
consumers by ________.

 Question 18
Which of the following involves evaluating each market segment's
attractiveness and selecting one or more segments to enter?

 Question 19
involves attaching features and services to differentiate a
company's offers and to support charging higher prices?

 Question 20
Which of the following does NOT belong to the materials and parts
group of industrial products?

 Question 21
One weakness of using mobiles in a media plan is

 Question 22
 They operate in warehouse-like facilities, sell a limited selection of
items, and offer few frills. Customers pay annual membership fees
and are able to purchase goods at deep discounts.

 Question 23
An increasing number of retailers and wholesalers have created
their own ________, also called store brands.

 Question 24
You have decided to use only open-end questions on your survey.
Which of the following questions would NOT be found on your
survey?

 Question 25
Marketers must weigh carefully the costs of additional information
against the ________ resulting from it.

 Question 26
Geotargeting allows an advertising campaign to concentrate on a
fixed locale through mobile technology

 Question 27
Michael Porter has identified ____________forces that decide the
intrinsic long-run attractiveness of a market or market segment.

 Question 28
Members of a company's ________ conduct business from their
offices using telephones, e-mails, or visits from prospective buyers
to generate sales.

 Question 29
The buying process starts with ________, in which the buyer
recognizes a problem.

 Question 30
They have filled the ultralow-priced, high-volume gap by buying at
less-than-regular wholesale prices and charging consumers less
than retail.

 Question 31
Arm's length price can be defined as

 Question 32
When companies set prices, the government and social concerns
are two ________ affecting pricing decisions.
 Question 33
For today's salespeople, technology to help them do their jobs
include

 Question 34
Savings for you, a discount retail chain, is highly competitive. When
entering a new market, Savings for you often cuts prices so deeply
that it sells below costs, effectively pushing smaller companies with
less purchasing power out of the market. Savings for you is most at
risk of being accused of

 Question 35
Your firm has decided to localize its products and services to meet
local market demands. A good approach to use would be ________
segmentation.

 Question 36
Cheap Heaps Auto specializes in lower quality vehicles, with a few
dents, priced a great deal lower than other used cars. Cheap Heaps
has chosen to position their products with a ________ strategy.

 Question 37
By definition, this type of pricing is used when a firm sells a product
or service at two or more prices, even though the difference in
price is not based on differences in cost.

 Question 38
Marketing channel management calls for selecting, managing,
________, and evaluating channel members over time.

 Question 39
Service differentiation among retailers has

 Question 40
Under the following, the market consists of many buyers and
sellers trading in a uniform commodity such as wheat, copper, or
financial securities.

 Question 41
Which major promotion category makes use of catalogs, telephone
marketing, kiosks, and the Internet?

 Question 42
________ conflict, which occurs between different levels of the same
channel, is more common than ________ conflict, which occurs
among firms at the same level of the channel.
 Question 43
A detailed version of a new idea stated in meaningful customer
terms is called a

 Question 44
In which stage of the product life cycle are most products in the
marketplace?

 Question 45
P&G surveyed the market and identified an unserved segment of
electric toothbrush market. Using these results, they created
Spinbrush. The unorthodox order of this marketing mix decision is
an example of

 Question 46
Quantity discounts provide an incentive to the customer to buy

 Question 47
Which type of retailer tends to be the most frequently shopped?

 Question 48
Durango China Company charges all customers within a given
geographical area a single total price. The more distant the area,
the higher the price. This is

 Question 49
A company's channel decisions directly affect every

 Question 50
Competitors are most likely to react to a price change when

 Question 51
Retail convergence is a merging of all of the following EXCEPT

 Question 52
If a consumer's experience is rewarding, that consumer will
probably use the product more and more. The consumer's response
to the product will be ________.

 Question 53
Lawyers, accountants, and other professionals typically price by
adding a standard markup for profit. This is known as

 Question 54
Which of the following has NOT contributed to the deeper, more
interactive nature of today's customer relationships?
 Question 55
What involves charging a constant, everyday low price with few or
no temporary price discounts?

 Question 56
The objective of ________ research is to gather preliminary
information that will help define the problem and suggest
hypotheses.

Saturday, 4 April 2020 22:48:06 o'clock IST