MGT301-Principles Of MArketing

Fall 2010 Mid Paper 01, Dec 2010

BY

*~*SHINING STAR*~*($$)

1. Beliefs and values that are passed on from parents to children and are reinforced by schools,
churches, business and government refer to which of the following beliefs and values?
2. Which one of the following environment includes laws, government agencies, and pressure
groups that influence and limit various organizations and individuals in a given society?
3. Marketing information from which of the following databases can be accessed more quickly and
cheaply?
4. Marketing researchers usually draw conclusions about large groups of consumers by studying
which of the following small component of the total consumer population?
5. Marketers are interested in the roles and influence of the husband, wife and children on the
purchase of different products and services. Which one of the following segment is being studied
by the marketer?
6. Which of the following factors are often used for segmenting customer groups?
7. Mass marketers, such as Target and Venture Stores, ignore market segment differences and target
the whole market with one offer. What is their approach to segmenting?
8. Which one of the following is an alternative to product line stretching that adds more items
within the present range of the line?
9. Once the product or service passes the business analysis test, it moves into which stage?
10. Which one of the following groups of people get the product exposure but is not often perceived
by the majority of potential buyers as typical consumers?
11. The concepts of exchange and relationships lead to the concept of a market. Which one of the
following sets reflects the market?
12. The fundamental reason behind America’s most admired firms, including Southwest Airlines and
Harley-Davidson, conducting extensive research is:
13. Which one of the following is a chief goal of the implementation function in marketing process?
14. Which one of the following factor does not affect the economic environment of organizations?
15. Identify the name of a vast public web of computer networks that connect users of all types all
around the world to each other?
16. A movie was greatly promoted as having a lot of actions and special effects. When the people
went to see the movie it was not according to the expectations of the people. In this case the
people were:
17. MR.X has been working in a car manufacturing industry for the past 20 years. MR.X is a:
 18. All of the following are included in the Porters five forces model of competition EXCEPT:
19. When competition is intense and there are many manufacturers then the buyer has more options
of product switching. This is represented in Porters model as:
20. XYZ Company purchased Hear Music and began making compilation music CDs to play and sell
in its stores. It has also tested new restaurant concepts; XYZ Company is considering which of
the following strategies?
21. XYZ Company has been manufacturing Pedestal fans for past 20 years. Now XYZ Company is
interested in making Micro wave ovens. The company is considering which one of the following
strategies?
22. Why is business legislation enacted?
23. Which of the following is not one of the goals of marketing intelligence?
24. The consumer can obtain information from various different sources. Which is NOT one of these
sources?
25. In which stage of the buyer decision process the consumer uses information to evaluate brands in
the choice set?
26. Ahmed is interested in buying a new laptop. Since a laptop is costly he looked at various brands
of laptops, surveyed various websites to get the relevant information about each type of laptop.
This is an example of:
27. The ability of a product to perform its functions, including overall durability, reliability,
precision, ease of operation and repair and other valued attributes, is related to ________
28. How long does the product maturity stage last?

XYZ Company is considering adopting micromarketing. You are the marketing manager of XYZ
Company. You have to give the advantages and disadvantages of micromarketing to the top
management so that the correct decision can be made. Explain the advantages and disadvantages of
micromarketing.

29. What is a market information system? Explain the subsystems that are required to
construct a well designed Market Information System.

"A marketing information system is a continuing and interacting structure of people, equipment
and procedures to gather, sort, analyse, evaluate, and distribute pertinent, timely and accurate
information for use by marketing decision makers to improve their marketing planning,
implementation, and control".
its four main constituent parts are : the internal reporting systems, marketing research system,
marketing intelligence system and marketing models. It is suggested that whilst the MIS varies in
its degree of sophistication - with many in the industrialised countries being computerised and
few in the developing countries being so - a fully fledged MIS should have these components, the
methods (and technologies) of collection, storing, retrieving and processing data notwithstanding

30. Differentiate between psychographic and behavioral segmentation?

31.
32. Differentiate between exploratory and descriptive research?
The basic difference between exploratory and descriptive research is the research design.
Exploratory research follows a format that is less structured and more flexible than descriptive
research. This approach works well when the marketer doesn’t have an understanding of the
topic or the topic is new and it is hard to pinpoint the research direction. The downside,
however, is that results may not be as useful in aiding a marketing decision In addition to
offering the marketer basic information on a topic, exploratory research may also provide
direction for a more formal research effort.