Institute of Research and Advance studies (IRAS) Multan

Exam: Mid-term BBA: 3rd Semester Course: Principles of Marketing

Section (A): Multiples choice question (10 Marks)

Section (B): Shorts questions (10 Marks)

Section (C): Discussion questions (10 Marks)

Note: All question including Sec (A), Sec (B) and Sec(C) are compulsory.

Section (A): Multiple Choice Questions

Total Marks section (A): 10 Each Mcq contains: 0.5 Mark

Time allowed: 20 minutes

1: Creating __________________ is at the very heart of modern marketing thinking and practice.

A. Profit maximization

B. Increased stock value

C. Award winning products

D. Customer value and satisfaction

2. _________________ is a social and managerial process by which individuals and groups obtain what
they need and want through creating and exchanging products and value with others.

A. Management

B. Marketing

C. Econometrics

D. Demand

3. __________ are shaped by one’s society and are described in terms of objects.

A. Needs

B. Wants

C. Demands
 D. Transactions

4. If a company is guilty of “marketing myopia,” then it is:

A. In danger of having dangerous cost overruns because it is trying to please too many

diverse customer groups.

B. So taken with its products that it focuses only on existing wants and loses sight

of underlying consumer needs.

C. Guilty of prejudice toward certain customer groups.

D. Falling into the trap of “copying” rather than “inventing” products

5. What do we call the collection of businesses and products that make up the company?

A. Investment diversity

B. Needs inventory

C. Business portfolio

D. None of the above

6. The firm you work for has decided to use the Boston Consulting Group’s approach to classify

its business units. Upon what is the approach based?

A. Most profitable units

B. Growth-share matrix

C. Customer retention

D. Cost-benefit

7. A common practice among marketers is to increase sales to current customers without

changing their products. What is this practice called?

A. Market skimming

B. Market penetration

C. Market development
 D. Product extension

8. You are directed to study the factors that are close to the company that affect its ability to

Serve its customers – the company, suppliers, marketing intermediaries, customer markets,

Competitors and publics. What are you studying?

A. The macro environment

B. The microenvironment

C. The global environment

9. When a company identifies the parts of the market it can serve best and most

profitably, it is practicing _____.

A. Concentrated marketing

B. Mass marketing

C. Targeted marketing

D. Segmentation.

10. Your firm has decided to localize its products and services to meet local market

demands. A good approach to use would be _____ segmentation.

A. Geographic

B. Benefit

C. End use

D. Custom

11. When Burger King targets different groups—from children and teens to adults and

Seniors —with different ads and media, it is practicing _____ segmentation.

A. Demographic

B. Age and life-cycle

C. Psychographic
 D. Behavioral

12. A marketing information system (MIS) consists of people and procedures to assess

information needs, ________, and help decision makers analyze and use the information.

A. Experiment to develop information

B. Test market the information

C. Develop the needed information

D Critique the needed information

E. Question the needed information

13. ________ is the systematic collection and analysis of publicly available information about

consumers, competitors, and developments in the marketing environment.

A. Marketing data

B. Marketing intelligence

C. Sales management

D. Customer intelligence

E. Competitive intelligence

14. What is the first step in the marketing research process?

A. Developing a marketing information system

B. Defining the problem and research objectives

C. Developing the research plan for collecting information

D. Implementing the research plan

E. Hiring an outside research specialist

15. Causal research is used to ________.

A. Test hypotheses about cause-and-effect relationships

B. Gather preliminary information that will help define problems

 C. Uncover information at the outset in an unstructured way

D. Describe marketing problems or situations

E. Quantify observations that produce insights unobtainable through other forms of research

16. The objective of ________ research is to gather preliminary information that will help define

the problem and suggest hypotheses.

A. Exploratory

B. Descriptive

C. Causal

D. Primary

E. Secondary

17. To address concerns about the misuse of research study findings, several highly regarded

marketing associations have developed ________.

A. Customer relationship management guidelines

B. Behavioral targeting "Do Not Track" lists

C. Chief privacy officer job descriptions

D. Codes of research ethics

E. Bans against using "cookies"

18. ________ are people within a reference group who, because of special skills, knowledge,

personality, or other characteristics, exerts influence on others.

A. Opinion leaders

B. Habitual buyers

C. Social networkers

D. Stealth marketers

E. Buzz marketers

19) According to Freud's theories, people are ________ many of the psychological forces
 shaping their behavior.

A. Unaware of

B. Unsure of

C. Aware of

D. Status-driven about

E. Socially conscious of

20) Maslow's theory is that ________ can be arranged in a hierarchy.

A. Stimuli

B. Beliefs and attitudes

C. Perceptions

D. Human needs

E. Decisions

Section (B): Short question and answers.

Total questions: 5 Each contains: 2 Marks

Total: (10 Marks) Note: Attempt all question

Time allowed Sec(B) and Sec(C) : 1 hour 20 minutes

1. Define Marketing with an example and draw Marketing process?

2. How do you define Marketing research? Draw marketing research process?

3. Shortly explain Maslow’s hierarchy of needs?

4. List Down all types of consumer buying decision behavior. Shortly explain two of them?

5. Define positioning with an example of a multinational brand?

Section(C): Discussion question

Total question: 2 Each contains: 5 Marks

Total: (10Marks) Note: attempt all question

Discussion Q1. Briefly discuss integrated marketing mix and explain its importance in a
competitive market?

Discussion Q2. Discuss and relate with examples

1. Target Market
2. Undifferentiated Marketing
3. Differentiated marketing
4. Niche Marketing

Good luck …..