Summer 2018 Exit Assessment Test - BBA

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Marketing Major
Your name *

Student ID *

1) Which of the tasks below might be conducted by the researcher during the "problem
definition" and the "development of an approach to the problem" steps of the marketing
research process? *
o  A) analysis of secondary data
o  B) interviews with industry experts
o  C) qualitative research
o  D) all of the above

2) If the management decision problem is: "Should a new product be introduced?" what is
the most appropriate marketing research problem? *
o  A) determining the price elasticity of demand and the impact on sales and
profits of various levels of price changes
o  B) determining consumer preferences and purchase intentions for the proposed
new product
o  C) determining the effectiveness of the current advertising campaign
o  D) determining the impact of new distribution outlets

3) Which of the following tasks is not a component of research design? *

o  A) Design the exploratory, descriptive, and/or causal phases of the research.
o  B) Construct and pretest a questionnaire (interviewing form) or an appropriate
form for data collection.
o  C) Specify the sampling process and sample size.
o  D) Develop hypotheses.

4) You are reviewing secondary data to help with a project concerning consumer
preferences for television programs based on viewer income. Which of the following
statements would not be of concern when considering the criteria for evaluating secondary
data? *
o  A) The relationships examined should be taken into account.
 o  B) Secondary data may be measured in units that may not be appropriate for the
current problem.
o  C) The researcher must determine if the data are accurate enough for the
purpose of the present study.
o  D) It is possible to reconfigure the available data so that the resulting data are
more useful to the problem at hand.

5) There are several reasons to use qualitative research. Which of the following is not a
reason to use qualitative research? *
o  A) It is not always possible, or desirable, to use fully structured or formal
methods to obtain information from respondents.
o  B) People may be unwilling or unable to answer certain questions.
o  C) People are unwilling to give truthful answers to questions that invade their
privacy, embarrass them, or have a negative impact on their ego or status.
o  D) none of the above

6) Which of the following statements is true about ethnographic research? *

o  A) It is the study of human behavior in its natural context and involves
observation of behavior and setting along with depth interviews.
o  B) Sometimes audio and visual recordings are obtained.
o  C) Both (A) and (B) are correct.
o  D) None are correct.

7) Which statement is not true about laboratory experiments? *

o  A) The laboratory environment offers a high degree of control because it
isolates the experiment in a carefully monitored environment.
o  B) The artificiality of the environment may cause reactive error, in that the
respondents react to the situation itself, rather than to the independent variable.
o  C) Laboratory experiments are likely to have higher external validity than field
experiments.
o  D) Laboratory experiments allow for more complex designs than field
experiments.

8) ____________________ is the generation of a continuum upon which measured objects are

located*
o  A) Ranking
o  B) Measurement
o  C) Scaling
 o  D) Rating

9) A representation of the elements of the target population consisting of a list or set of

directions for identifying the target population is a ________. *
o  A) judgmental sample
o  B) sample
o  C) sampling unit
o  D) sampling frame

10) _____________ are suitable for analyzing data when there are two or more measurements
of each element and the variables are analyzed simultaneously. *
o  A) Interdependence techniques
o  B) Dependence techniques
o  C) Multivariate techniques
o  D) Univariate techniques

11) What is one of the major tools for direct marketing? *

o  A) Print advertising
o  B) Direct response advertising
o  C) Sales promotion
o  D) Customer service

12) Which of the following advertisement is done by retailer/local merchants to encourage

customers to shop at a specific store? *
o  A) Professional advertisement
o  B) Selective demand advertisement
o  C) Retail advertisement
o  D) National advertisement

13) Which is/are part of the IMC planning process? *

o  A) Determine market segmentation
o  B) Analysis of the communication process
o  C) Identify market with unfulfilled needs
o  D) None of the above

14) Which one of the following comes after problem recognition in the consumer decision
making process? *
o  A) information search
 o  B) evaluation of alternative
o  C) purchase decision
o  D) post purchase evaluation

15) _____________________ is the person or organization that has information to share with
another person or group of people within a communication process. *
o  A) Source
o  B) Receiver
o  C) Media
o  D) Decoder

16) What are the factors marketers must consider before selecting a celebrity endorser? *
o  A) Celebrity’s match with the target audience and the product
o  B) The overall image of the celebrity
o  C) Cost of acquiring the celebrity
o  D) All of the above

17) When a company sets its advertising budget looking at the competitors’ advertisement
budget, it’s called- *
o  A) Affordable method
o  B) Percentage of sales method
o  C) Competitive parity method
o  D) Objective and task method

18) Which one of the following is a characteristic of unique selling proposition (USP)? *
o  A) USP must include an actual benefit of a product, not just show-window
advertising
o  B) USP must be one that the competitors don’t or can’t offer
o  C) USP must be strong enough to pull over new customers to the brand
o  D) All of the above

19) The ads given by Colgate or Pepsodent toothpaste communicates their messages in
terms of*
o  A) Scientific/Technical evidence
o  B) Humor
o  C) Dramatization
o  D) Demonstration
20) In an advertisement, the message that is smaller than the main head but larger than the
message *
o  A) Optional heads
o  B) Visual elements
o  C) Subheads
o  D) All of the above.

21) Square Toiletries Limited wants to launch double edge blades under name Samurai.
They established a large production plant and started producing double edge blades in
large quantities to achieve economies of scale. As a result they could sell their product to
their customers at a lower price. Hence, we can say that the strategy that Square Toiletries
Limited utilized to sell double edge blades is called _________________ *
o  A) Cost Leadership
o  B) Focus Differentiation
o  C) Focus Cost Leadership
o  D) Differentiation

22) In order to win in marketplace and outperform its competitors, Nike wanted to pursue
the mass customization strategy. Circle the option below which signifies mass
customization: *
o  A) Developing one product and selling that product to all the consumers in the
market at the same price.
o  B) Developing a separate marketing mix (4ps) for each consumer in the
marketplace
o  C) Developing a separate marketing mix (4ps) for each locality in a marketplace.
o  D) Developing an innovative marketing mix (8ps) for each locality in a
marketplace.

23) If you are managing a premium brand that targets the affluent consumers in
Bangladesh which of the following media will you not utilize? Remember that a premium
brand possesses a very good image and the choice of your media should also reflect the
image of your brand. *
o  A) Television & Newspaper
o  B) Internet
o  C) Billboard
o  D) Rickshaw branding

24) Amongst the following situations below, circle the one that represent public relations:
o  A) Providing one Meril Splash Soap free to the consumers if they purchase one
piece of Spring Air Freshener.
 o  B) Organizing an event called “Meril Night” whereby all the marketing
intermediaries who were responsible to sell a lot of the company’s products during
the year were invited. Gifts and certificates were provided to them as a token of
appreciation.
o  C) Providing the incentive “buy 6 pieces of Pepsodent toothpowder, and get one
piece free” to the marketing intermediaries.
o  D) Designing and putting up huge billboards with digital graphics of splash
creating a fountain like effect and catching the eye of the public.

25) Hand sanitizers are a relatively new product category for Bangladesh. When Dettol
launched hand sanitizers in Bangladesh, their initial branding objective was to *
o  A) Build awareness about the global brand Dettol
o  B) Build awareness about the Corporate brand Reckitt Benckiser
o  C) Build awareness about the product category of hand sanitizers
o  D) (A) & (B) only

26) In trying to sell unsought products/services like health insurance and legal services, it
is important for companies to first make the customer understand the need for the
product/service, rather than trying to establish the brand. *
o  A) The statement is correct
o  B) The statement in incorrect
o  C) Companies should not be concerned with consumer education
o  D) All Consumers readily understand the value of services such as health
insurance and legal services

27) The brand Freshgel possesses a market share of 2% in the toothpaste category.
Currently, the positioning of the brand freshgel is fresh breathe which is neither
differentiated from its competitors nor deliverable from the company’s perspective as the
quality of the product is not up to the mark either. If you were managing the brand Freshgel
what would you do? Which combination of the points below will you pursue?
_____________________ *
o  A) Work closely with the product development department to enhance the
quality of the product to facilitate consumer satisfaction
o  B) Increase promotional expenditure to make the brand Freshgel as the
consumer’s top choice when the needs of fresh breathe arises.
o  C) Increase numeric distribution to make the product available in more number
of retail shops.
o  D) Try to give trade discounts and push retailers to carry the product.

28) Companies that wish to succeed in the global marketplace need *

 o  A) Think globally act globally
o  B) Think globally act locally
o  C) Think locally act locally
o  D) Think locally act globally

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Summer 2018 Exit Assessment Test - BBA

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29) Advertisements of Asian Sky Shop or Telemall promote products such as slimming tea
or exercise belts which does not always produce the promised outcomes. These
advertisements are taking consumers’ money, yet not giving them the promised results.
These marketing campaigns’ examples are best explained in the following sentence: *

o  A) Businesses are seeking personal gain from false advertising

o  B) Relationship Marketing is a reasonable practice leading to positive
relationships between buyers and sellers
o  C) Many companies are finding that consumers are willing to pay more for a
green product
o  D) None of the above
30) Suppose there is a food crisis in the city. The only available outlet selling rice is pricing
it for a 100 taka/kg instead of its regular price of 40 taka/kg. What do you think best
describes the actions of that salesman? *

o  A) Fraudulent
o  B) Unethical
o  C) Ethical
o  D) Counterfeit
31) A marketing strategy for a new mobile includes the following: high repetition of ads,
slight variations to avoid wear-out and licensing of a reputable brand name. The marketer
subscribes to which of the following learning theories? *

o  A) Cognitive learning theory.

o  B) Instrumental conditioning.
o  C) Classical conditioning theory.
o  D) None of the above.
32) The advertising slogan of the global brand Nike, which is ‘Just Do It’, could be seen as a
direct appeal to which component of the Freudian theory of personality? *

o  A) Id.
o  B) Ego.
o  C) Superego.
o  D) All of the above.
33) The effects of success and failure on goal selection have strategy implications for
marketers. Goals should be reasonably attainable. It means that *

o  A) Ads should promise more than the product will deliver.
o  B) Ads should not promise more than the product will deliver.
o  C) Ads should over promise.
o  D) Ads should directly state that the product will satisfy more than it promised.
34) See the image below. This slogan used by TeletalkBangadesh limited is trying to apply
which of the following personality trait?

o  A) Consumer patriotism.

o  B) Consumer ethnocentrism.
o  C) Nationalism.
o  D) Environmentalism.

Image for Question 34

35) When Kellogg’s introduces a new health cereal under the brand name “Kellogg’s Health
Smart” it is using _________________, which is a form of ___________. *

o  A) Family branding; stimulus discrimination.

o  B) Family branding; stimulus generalization.
o  C) Private branding; stimulus discrimination.
 o  D) Licensing; stimulus generalization.
36) ___________________ explains why some imitative “me-too” products succeed in the
market place: Consumers confuse them with the original product they have seen
advertised. *

o  A) Improving profit margin.

o  B) Consistently beating competitors’ price.
o  C) Offering consumers more suitable products and marketing messages.
o  D) Pushing consumers to purchase products that they need buy are reluctant to
buy.
37) When a company advertises its hair coloring to adult women to try to convince them
that it will make them "look younger," the ad is appealing to these women's: ________ *

o  A) Knowledge function.

o  B) Value-expressive function.
o  C) Ego-defensive function.
o  D) The utilitarian function
38) Consumers buy a product that symbolizes status to impress others. They are being
influenced by their: *

o  A) Innate need

o  B) Acquired need
o  C) Extrinsic need
o  D) Intrinsic need
39) Amnesty International raised voices against Nike, for its sweatshop operations in China
since it is against human rights according to their belief. Such an organization is an
example of *

o  A) Media Public.

o  B) Financial Public.
o  C) Citizen Action Public.
o  D) Government Public.
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