STEP-HBTI, KANPUR

MBA PROGRAMME
FIRST SEMESTER EXAMINATION -2022
MARKETING MANAGEMENT
CLASS TEST-II
TIME: 1:00 HOUR M.M-15

1. In ________ marketing, the seller engages in the mass production, mass distribution, and
mass promotion of one product for all buyers.
a. group
b. mass
c. general
d. segmented
e. differentiated
2. The argument for ________ marketing is that it creates the largest potential market, which
leads to the lowest costs, which in turn can lead to lower prices or higher margins.
a. niche
b. micro
c. macro
d. differentiated
e. mass
3. A ________ consists of a group of customers who share a similar set of needs and wants.
a. market target
b. market group
c. market slice
d. market segment
e. market level
4. If a marketing manager observes that his or her market shows no natural segments and
consumers seem to have roughly the same preferences, the marketing manager will most
likely be faced with a ________ preferences pattern.
a. homogeneous
b. heterogeneous
c. diffused
d. clustered
e. scattered
5. Marketers usually identify niches by ________.
a. dividing a segment into subsegments
b. conducting VALS tests
c. allowing consumers to gravitate toward product brands
d. examining the demographics section of The Handbook of Marketing
e. producing products that can be used in a variety of ways
6. Which of the following has greatly facilitated niche marketing?
a. The Internet
b. Globalization
c. Industrialization
d. Recession
e. Excessive demand
7. Two broad groups of variables are used to segment consumer markets. One method uses
descriptive characteristics such as geography. The other method is to form segments by
looking at ________ considerations.
a. gender
b. income
c. cultural
d. interest
e. behavioral
8. A marketing manager is considering several options to market to market segments identified
as being either culture-oriented, sports-oriented, or outdoor-oriented. This manager has
selected the ________ format for segmenting markets.
a. personality
b. behavioral occasions
c. user status
d. psychographic lifestyle
e. readiness stage
9. Jose and Erika have just divorced. This will obviously not only have an impact on their
personal lives but their consumptive lives as well. Which of the following demographic
segmentation subsegment formats might be used by marketers to reach Jose or Erika?
a. Life stage
b. Benefits
c. Age segment
d. User segment
e. Occasion segment
10. Men and women tend to have different attitudinal and behavioral orientations, based partly
on genetic makeup and partly on ________.
a. income
b. occupation
c. socialization
d. heredity
e. globalization
11. ________ is the science of using psychology and demographics to better understand consumers.
a. Psychographics
b. Segmentation
c. Clustering
d. Demographics
e. Social psychology
12. A housewife requests a new treadmill for her birthday. With respect to consumer decision
roles, which role is the housewife currently playing?
a. Initiator
b. Influencer
c. Decider
d. Buyer
e. Gatekeeper
13. If a market is segmented according to light, medium, and heavy product users, the marketer
segmenting this market is using the ________ as the means to segment.
a. user status
b. usage rate
c. buyer-readiness stage
 d. occasion
e. benefit

14. Business buyers seek different bundles based on their stage in the purchase decision process.
________ are customers who are starting their purchasing relationship and they want easy-to-
read manuals, hot lines, high levels of training, and knowledgeable sales reps.
a. First-time prospects
b. Sophisticates
c. Global partners
d. Trend-setters
e. Novices
15. All of the following costs are likely to be higher if a marketer pursues a differentiated
marketing approach EXCEPT ________.
a. product modification costs
b. manufacturing costs
c. administrative costs
d. inventory costs
e. pricing costs
16. One way to discover new market segments is to investigate the hierarchy of attributes
consumers examine in choosing a brand if they use phased decision strategies. This process
is called ________.
a. market partitioning
b. market positioning
c. market segmentation
d. strategic marketing
e. brand marketing
17. All marketing strategy is built on STP—segmentation, targeting, and ________.
a. positioning
b. product
c. planning
d. promotion
e. performance
18. A good illustration of the value position for Perdue (chicken) is ________.
a. one price beats all
b. bring chicken to the world
c. ethical values, the American way, and quality chicken
d. chicken any way you like it
e. more tender golden chicken at a moderate premium price
19. A starting point in defining a competitive frame of reference for a brand positioning is to
determine ________—the products or sets of products with which a brand competes and which
function as close substitutes.
a. functional membership
b. competitive field
c. category membership
d. value membership
e. demand field
20. The preferred approach to positioning is to inform consumers of a brand’s membership
before stating its ________.
a. point-of-parity
b. point-of-difference
c. point-of-conflict
d. point-of-weakness
e. point-of-reference
21. The customer will judge the offering by three basis elements: ________, services mix and
quality, and price.
a. performance
b. salespeople
c. price
d. product features and quality
e. none of the above
22. The five product levels constitute a ________. At each level more customer value is added.
a. customer augmented product
b. customer consumption system
c. customer value hierarchy
d. customer perceived value
e. customer hierarchy
23. Marketers have traditionally classified products on the basis of characteristics: ________,
tangibility, and use.
a. customer value hierarchy
b. expected
c. augmented
d. durability
e. none of the above
24. The components of the market offering include all of the following EXCEPT ________.
a. product feature
b. product quality
c. reputation of firm
d. services mix and quality
e. value-based pricing
25. In planning its market offering, the marketer needs to address five product levels. These
levels include all of the following EXCEPT ________.
a. potential product
b. augmented product
c. core benefit
d. basic product
e. product usage/purpose
26. When companies search for new ways to satisfy customers and distinguish their offering
from others, they look at the ________ product, which encompasses all the possible
augmentations and transformations of the product.
a. consumption system
b. expected
c. potential
d. augmented
e. basic
27. The consumer usually purchases ________ frequently, immediately, and with a minimum of
effort.
a. specialty goods
b. shopping goods
c. “must haves” goods
d. personal goods
e. convenience goods
28. ________ is the level at which the product’s primary characteristics operate.
a. Design
b. Conformance quality
c. Reparability
d. Performance quality
e. None of the above
29. When BMW created a straddle position with its “luxury and performance” approach, it was
able to maximize ________.
a. its core identity
b. attributes
c. benefits
d. both attributes and benefits
e. competitive parity
30. One common difficulty in creating a strong, competitive brand positioning is that many of
the attributes or benefits that make up the points-of-parity and points-of-difference are
________.
a. negatively correlated
b. positive correlated
c. neither positive nor negatively correlated
d. inversely correlated
e. unable to be correlated