Answer sheet for - "New_Assignment_MM_1" Scored: 20 / 30 Time taken: 20 Min , 21 Sec

1. BCG matrix is used to manage

BCG matrix is used to manage

2 / 2 Marks Correct

production

promotion

distribution

portfolio of different business units 

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2. Which of the following is not a type or criterion of segmentation?

Which of the following is not a type or criterion of segmentation?

2 / 2 Marks Correct

Dividing consumers on the basis of lifestyles

Dividing consumers on the basis of location

Dividing consumer groups based on social status

None of these 

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3. Horizontal mergers take place when there is a combination of two or more organisations
belonging to
Horizontal mergers take place when there is a combination of two or more organisations belonging to

0 / 2 Marks Incorrect

different business activities

same business activities 

 different levels of production

different levels of marketing

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4. Identify the wrong statement pertaining to services marketing.

Identify the wrong statement pertaining to services marketing.

2 / 2 Marks Correct

Services marketing involves the marketing of relationships and values.

In services marketing consumers prefer to receive services customised as per their requirements.

Services marketing remains the same for all people. 

Services marketing is usually done on an individual basis.

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5. Which of the following marketing techniques is used in direct marketing?

Which of the following marketing techniques is used in direct marketing?

2 / 2 Marks Correct

Telemarketing

Digital marketing

Mail order

Both a. and c. 

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6. Organisations address varied needs of customers by producing

Organisations address varied needs of customers by producing

0 / 2 Marks Incorrect

different product at different levels

a same product at different levels 

 a different product at same product level

a same product at same product levels

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7. Who said Market Segmentation is the subdividing of market into homogeneous sub-set of
customers where any subset may conceivably be selected as market target to be reached with
distinct Marketing Mix.
Who said Market Segmentation is the subdividing of market into homogeneous sub-set of customers
where any subset may conceivably be selected as market target to be reached with distinct Marketing Mix.

2 / 2 Marks Correct

William Stanton

Philip Kotler 

Gary Hamel

Chris Farrell

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8. Which one of the following strategies is used to secure competitive advantage by attacking
competitors?
Which one of the following strategies is used to secure competitive advantage by attacking competitors?

0 / 2 Marks Incorrect

Defensive warfare strategy

Flanking warfare strategy

Guerrilla warfare strategy

Offensive warfare strategy 

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9. Any offering offered by an organisation to satisfy the needs and wants of customers and create
value is called
 Any offering offered by an organisation to satisfy the needs and wants of customers and create value is
called

2 / 2 Marks Correct

product 

demand fulfilment

promotion

distribution

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10. When a large market is defined and subdivided into evidently recognisable segments having
similar needs or demand characteristics it is called
When a large market is defined and subdivided into evidently recognisable segments having similar
needs or demand characteristics it is called

0 / 2 Marks Incorrect

market targeting

market segmentation 

market positioning

market research

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11. The characteristic of differentiation in service quality is called

The characteristic of differentiation in service quality is called

2 / 2 Marks Correct

heterogeneity 

perishability

tangibility

separability
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12. ______________ segmentation is important as it helps marketers to understand the needs of

local customers in a better way.
______________ segmentation is important as it helps marketers to understand the needs of local
customers in a better way.

2 / 2 Marks Correct

Demographic

Geographic 

Psychographic

Behavioural

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13. The share that the company holds in the target market is known as
The share that the company holds in the target market is known as

2 / 2 Marks Correct

mind share

market share 

heart share

customer share

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14. _____________ targeting strategies target every segment of the market.

_____________ targeting strategies target every segment of the market.

0 / 2 Marks Incorrect

Product specialisation

Segment specialisation

Multi-segment coverage
 Full-market coverage 

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15. A direct marketing channel is also called ____ level channel.

A direct marketing channel is also called ____ level channel.

2 / 2 Marks Correct

zero 

one

two

three

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