INTRODUCTION TO MARKETING & MARKETING CONCEPTS

Unit-1

1. Select the option where Marketing myopia is to pay attention to?

a. Product
b. increasing profit
c. reputation
d. selling

2. What is the 'outside in' perspective is another name of?

a. The marketing concept

b. The product concept
c. The production concept
d. The selling concept

3. All the following are accurate description of modern marketing, Except which one?

a. Marketing involves satisfying customers' needs

b. Marketing is managing profitable customer relationships
c. Marketing is the creation of value for customers
d. Selling and advertising are synonymous with marketing

4. Which is the most crucial and first step in marketing process?

a. Designing a marketing strategy

b. Understanding customer needs and wants
c. Create customer delight
d. Capturing value from customers

5. Select the suitable example of "The selling Concept" ?

a. Bottled Water Industry

b. Insurance and Blood Donation
c. Lenovo
d. Southwest Airlines

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6. The role of marketing becomes crucial only those marketers are likely to succeed, who do
smart marketing or better marketing than competitors

a. FALSE
b. TRUE

7. Marketing helps corporates in converting private and social needs into profitable business
opportunities.

a. FALSE
b. TRUE

8. Emphasis is given to understand and analyse the functions of institutions, who are not
discharging their marketing functions.

a. FALSE
b. TRUE

9. Marketing deals with satisfying human and social needs,______and demands.

a. Demands
b. Needs
c. Values
d. Wants

10. Marketing has evolved through 3 distinct eras like Production Era,Sales Era & _______Era

a. Finance
b. Human Resource
c. Marketing
d. Operations

MARKETING ORGANIZATION

Unit-2

1. The Customer oriented marketing organization is common in organizations engaged in

providing specialized services to different class of what ?

a. Customers

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 b. Partners
c. Supplier

2. What type of marketing organization is common in big organizations serving large number of
customers spreading over large territories?

a. Functional
b. Market Oriented
c. Product
d. customer group

3. Which marketing organization is common where organization is producing or marketing wide

variety of products

a. Customer oriented
b. Functional
c. Market oriented
d. Product oriented

4. What type of marketing organization the different marketing activities are grouped on the
basis of functions to be performed like - product planning, market research, advertising, sales, or
promotion.

a. Customer oriented
b. Market oriented
c. Product Oriented
d. functional

5. Which marketing organisation involves Unity of Objectivity means the attainment of

objectives is the main purpose of the organizing.

a. Product mix
b. Promotional mix
c. marketing mix
d. principle of marketing organisation

6. The organization should not be built around marketing objectives and the objectives and
functions should be forced into existing structures.
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 a. FALSE
b. TRUE

7. Responsibility for results should correspond with authority.

a. FALSE
b. TRUE

8. The organization should have customer orientation rather that product orientation.

a. FALSE
b. TRUE

9. ______groups various marketing activities into areas of specialization, such as advertising,

sales, and marketing research

a. Customer Group
b. Functional
c. Geographical
d. Product

10. _______provides logistic eficiency as well as a customer orientation where a regional market
difference exists.

a. Customer Group
b. Functional
c. Geographical
d. Product

CUSTOMER VALUES, CUSTOMER SATISFACTION & CONSUMER DELIGHT

Unit-3

1. What the term Value proposition consists of

a. Differentiation
b. Segmenting and Targeting
c. Positioning
d. Both A and C

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2. Which is the organization’s main focus?

a. Convenience to the customer

b. Ingredients to the customer
c. Satisfcation to the customer
d. Value to the customer

3. How the value can change over the course of the customer’s journey.

a. Active value
b. Evaluated value
c. Exact value
d. perceived value

4. What factors are considered in calculating the total customer benefits

a. Economic benefits
b. demographic benefits
c. natural benefits
d. technological benefits

5. What type of Total customers cost are there

a. Basic need cost

b. machine cost
c. psychic cost
d. share cost

6. Total customer value is the collection of benefits the customers expect from particular product
or service.

a. FALSE
b. TRUE

7. Total customer cost is the sum of the costs the customers incur in evaluating, obtaining, using
and disposing that particular product or service.

a. FALSE
b. TRUE

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8. A customer may be under orders to buy the product that costs the least. In such a case, he is
prevented from making a choice, which is based on the value delivered.

a. FALSE
b. TRUE

9. It is the feelings of a human of highest pleasure. Customer satisfaction is the starting point in
achieving ________

a. Customer Delight
b. Customer Ethics
c. Customer Satisfaction
d. Customer Value

10. Manpower, materials, machines and infrastructure, information, energy, etc are all examples
of ____________________

a. Organisation
b. Processess
c. Resources
d. Stakeholders

MARKETING ENVIRONMENT

Unit-4

1. What term defined as "Businesses of all sizes use this kind of data to help predict the future or
help shape strategic decisions."

a. Belief
b. Culture
c. Self-awareness
d. Trends

2. Which concept in the field of marketing is the set of external factors and forces, not controlled
by the company, that influence its development

a. Customers
b. Suppliers

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 c. macro environment
d. micro environment

3. What major external and uncontrollable factors that influence an organization's decision
making, and affect its performance and strategies

a. disastrous weather
b. price
c. product
d. promotion

4. What means the size of a government’s annual deficits and total debt can influence market
expectations regarding future tax rates, inflation, and overall macroeconomic stability

a. Fiscal
b. Inflation
c. Lending
d. Monetary

5. Which macro-environment can also directly affect consumers’ ability and willingness to spend

a. Poverty
b. depression
c. inflation
d. premium items

6. Macro environment involves competitive forces, demographic environment. E conomic

environment, natural environment, technological environment and political environment.

a. FALSE
b. TRUE

7. Companies, suppliers, marketing intermediaries, customers, competitors, etc, are the entities
operating in the macro environment.

a. FALSE
b. TRUE

8. Population explosion has major implications for world economy.

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 a. FALSE
b. TRUE

9. _______ are known as Microenvironment, which comprise of employees, vendors,

distributors, financial institutions as investors etc.

a. Controllable forces
b. Fully Controllable Forces
c. Semi- controllable forces
d. Uncontrollable forces

10. ___are more predictable and long lasting.

a. Fictions
b. Imaginations
c. Trends
d. fad

CONSUMER BEHAVIOR

Unit-5

1. What buyer behaviour in the example,"Mr. Lopez buys goods and services for use in the
production of products that are sold and supplies to others. Mr. Lopez is involved in"?

a. Business buyer behavior

b. Consumer buying behavior
c. Post-purchase dissonance
d. Retail buyer behavior

2. What is the last stage of the consumer decision process?

a. Alternative evaluation
b. Information search
c. Post purchase behavior
d. Problem recognition

3. What are highly involved in the purchase process and consumers’ research before committing
to invest.

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 a. Complex
b. Dissonance-reducing
c. Habitual
d. Variety

4. Select the type of buying where consumer is highly involved in the purchase process but has
difficulties determining the differences between brands.

a. Complex
b. Dissonance-reducing
c. Habitual
d. Variety

5. Imagine grocery shopping: you go to the store and buy your preferred type of bread

a. Habitual
b. Motivation
c. complex
d. variety

6. The stimulus-response model is not decent indicator of customer buying behavior.

a. FALSE
b. TRUE

7. Social classes only reflect income levels But not they also reflect on occupation, education and
place of stay.

a. FALSE
b. TRUE

8. Women are also emerging as major buyers, with a general increase in consumer purchasing
power

a. FALSE
b. TRUE

9. The ________ factors that influence consumer-buying behavior are motivation, perception,
learning, beliefs and attitudes.

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 a. cultural
b. personal
c. psychological
d. social

10. The task of the marketing manager is to understand what goes into the buyer's mind from the
point of stimuli to the point of a________.

a. Economy
b. Interest Rate
c. Purchasing Power
d. purchase decision

MARKETING PLANNING, MARKETING PROCESS, CONTENTS OF

MARKETING PLAN

Unit-6

1. Planning is analytical process which performed

a. Aptitude
b. Assessment
c. Desemination
d. Undetermined

2. Marketing planning is a process that consists of which type of marketing efforts

a. Marketing Research
b. Marketing mix
c. Promotion
d. goals designing

3. Illustrate the term where Marketing plan is one in which the organisational structure of firm’s
marketing department serves as the basis.

a. Customer centric
b. Functional
c. Profit bases

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 d. Structural

4. Select the option which shows the advantages of marketing planning involves

a. ensure consistent relationships

b. to create bad brand image
c. to disatify the users
d. to insult the customer

5. What you are planning to install a steel manufacturing plant in your city. for that purpose you
want to have a supplier who supplies you the steel in raw form of manufacturing. Here supplier
supplies you which of the following form of industrial product?

a. Capital items
b. Material and parts
c. Suppliers and services
d. customers

6. A market oriented strategic planning initiative is the process of developing and maintaining a
feasible match between the objectives, skills and resources of an organization and its changing
market opportunities.

a. FALSE
b. TRUE

7. Considering the business as an investment portfolio rather than a single investment.

a. FALSE
b. TRUE

8. Developing different strategies for different businesses under the organization

a. FALSE
b. TRUE

9. Assessing the __________ and weaknesses of the organization vis-à -vis the market
conditions, competitors, etc.

a. growth
b. profit

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 c. strengths
d. value addition

10. Different corporate entities adopt different strategies with regard to their business units and

_____________.

a. loss minimization
b. minimal error
c. prepositions
d. profit goals

MARKETING RESEARCH, MARKETING INFORMATION SYSTEM, SALES

FORECASTING

Unit-7

1. Methods for analyzing time series data in order to extract meaningful statistics and other
characteristics of the data

a. Break Even method

b. Composite sales force opinion
c. Experts opinion
d. Time Series Analysis

2. Which bottom-up approach where the sales force gives their opinion on sales trend to the top
management

a. Break even method

b. PLC method
c. Time series Analysis
d. sales force composite

3. Define the term which simply assumes that some people have more knowledge than others
about a certain topic; and if you collect this knowledge from a group of experts, the results will
definitely exceed the outcomes collected from one expert

a. Break even method

b. Expert Opinions

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 c. PLC method
d. Sales composite

4. What Point which defines when an investment will generate a positive return and can be
determined graphically or with simple mathematics.

a. Break Even point

b. Product Life Cycle method
c. Sales force
d. Time series

5. Select the process of estimating future sales.

a. Porters five forces model

b. Sales budget
c. Sales forcasting
d. Sales planning

6. Marketing Research is a tool for a study to measure, evaluate & interprete the wants, attitudes
& behaviours of the various target markets.

a. FALSE
b. TRUE

7. Marketing Research includes all information pertinent to this task, all the necessary
techniques.

a. FALSE
b. TRUE

8. Marketing research is the systematic gathering, recording & analying of data about problems
relating to the marketing of goods & services.

a. FALSE
b. TRUE

9. _________ is not restricted to any particular area of marketing but is applicable to all its
phases & aspects

a. Marketing research

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 b. marketing planning
c. sales forcasting
d. strategic marketing

10. A management tool to measure needs, wants; demands, evaluate attitudes &
interpret_______of target customers.

a. behaviours
b. ethics
c. facts
d. values

DEALING WITH COMPETITION, IDENTIfiCATION & ANALYSIS OF

COMPETITION

Unit-8

1. A simple but powerful tool for understanding the competitiveness of your business
environment, and for identifying your strategy's potential profitability.

a. BCG matrix
b. Drucker philosophy
c. Maslow theory
d. Porters five forces model

2. Where rivalry is intense, companies can attract customers with aggressive price cuts and
highimpact marketing campaigns.

a. Competitive Rivalry
b. Friendly policy
c. Profitability
d. Short run pricing

3. It is determined by how easy it is for your suppliers to increase their prices.

a. Buyers power
b. Consumer power
c. Product power

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 d. Supplier Power

4. When you deal with only a few savvy customers, they have more power, but your power
increases if you have many customers.

a. Buyers power
b. Company power
c. Product power
d. Supplier Power

5. Tell the term refers to the likelihood of your customers finding a different way of doing what
you do.

a. Placement
b. Promotion activities
c. Rivalry
d. Substitution

6. Competitive advantage can be suitably analyzed by considering two broad parameters of the
structure of an industry and the market attractiveness.

a. FALSE
b. TRUE

7. One of the strategies adapted by global companies is to lower the cost for sustaining
competition and for which shift the manufacturing base in lower cost countries and bringing
cheaper goods to the market.

a. FALSE
b. TRUE

8. The firms can be classified by the role they play in the target market like leader, challenger,
follower or niche.

a. FALSE
b. TRUE

9. _____is said created when a firm matches its distinctive competency to the opportunities it has
found in the market.

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 a. Competitive Advantage
b. growth advantage
c. none
d. profit advantage

10. _________ is a business rivalery amongst similer nature of business/companies to have

leverage on customers in terms of profit market share ,growth and future prospects.

a. Competition
b. Growth
c. forcasting
d. profit

MARKET SEGMENTATION- Unit-9

1. The luxury car company choosing to target customers who live in warm climates where
vehicles don’t need to be equipped for snowy weather. The marketing platform might focus their
marketing efforts around urban, city centers where their target customer is likely to work.

a. Behaviral
b. Demographic
c. Geographic
d. Psychographic

2. Identify the Market Segmentation involves Purchasing habits,Spending habits,User

status,Brand interactions etc

a. Behavioural
b. Demographic
c. Geographic
d. Psychographic

3. Select the segmentation factors are slightly more difficult to identify than demographics
because they are subjective

a. Behavioural
b. Demographic
c. Geographic
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 d. Psychographic

4. Which one option indicates the Demographic Market Segmentation

a. Customers
b. Gender
c. region
d. state

5. What refers to statistical data about a group of people.

a. Economic
b. Geographic
c. Psychographic
d. demographic

6. A large identifiable group within a market with similar preferences, purchasing power,
geographical location and buying attitudes constitutes a market segment.

a. FALSE
b. TRUE

7. Target Marketing involves market segmentation, market targeting and market positioning.

a. FALSE
b. TRUE

8. Marketers offer their products and services by tailoring them to the needs of the local
customer groups

a. FALSE
b. TRUE

9. Consumer characteristics and consumer response are the two bases for ______consumer
markets.

a. Profiling
b. Segmenting
c. positioning
d. targeting

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9. The _________ strategy are that no attempt is made to concentrate on any differences among
product market.

a. Mass market
b. micro market
c. niche market
d. segment market

MARKETING EVALUATION & CONTROLS

Unit-10

1. What type of evaluation will focus on analyzing sales, market share,expenses and customer
perception

a. Annual planning
b. Efficiency control
c. Profitability
d. Strategic control

2. Which type of control involves all marketing managers are concerned with controlling their
profit levels

a. Annual Plan
b. Efficiency control
c. Profitability
d. Strategic control

3. When the control is concerned with gaining optimum value from the marketing assets.

a. Efficiency
b. Marketability
c. Resourceability
d. profitability

4. Find the control needs to ensure that marketing activities are being directed towards strategic
goals and that marketing is an integral part of the overall process of delivering value

a. Direct marketing

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 b. Integrated marketing
c. Multi-level marketing
d. Strategic control

5. Who said that,"Measuring marketing performances a process of determining appropriate

criteria by which to judge activity"

a. Maslow
b. Michael E. Porter
c. Peter Drucker
d. Philip Kotler

6. Served market share is always more than the overall market share.

a. FALSE
b. TRUE

7. A company's market share compared to its largest competitor is called relative market share
analysis are true

a. FALSE
b. TRUE

8. Judging in company's performance against the average performance of all companies is always
valid.

a. FALSE
b. TRUE

9. An annual plan control ensures that the company achieves the sales, _____and other goals
established in its annual plan

a. Profits
b. interest
c. loss
d. values

10. _________deals with the measurement and evaluation of actual sales vis- à -vis the sales
target.

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 a. Micro sales analysis
b. Sales analysis
c. market share analysis
d. sales variance analysis

INTRODUCTION TO MARKETING & MARKETING CONCEPTS

Unit-11

1. How the Four P's was initially expressed by

a. E J McCarthy
b. Mishkin
c. Philip Kotlar
d. Rob Gray

2. What is the another name of 7 P's are sometime called as

a. Extended Marketing mix

b. Parallel pricing
c. Price discrimination
d. Product life cycle

3. Which term in the case of services, this is intangible, heterogeneous and perishable.

a. Marketing
b. Product
c. Production
d. Selling

4. What amount which the customer pays for the product.

a. Place
b. Pricing
c. Products
d. Promotion

5. Select term Promotion aims are

a. to create bad brand image

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 b. to decrease demand
c. to present information to consumers as well as others
d. to substitute a product

6. The fundamental aspect in marketing while formulating any strategy is marketing mix

a. FALSE
b. TRUE

7. Marketing mix is just blend of product, price, place & promotion but life line of an
organization to service.

a. FALSE
b. TRUE

8. Marketing Mix' strategy is situational and very much dependant on the product stage in
product life cycle.

a. FALSE
b. TRUE

9. _______is the identification of the stage of product throughout its life span.

a. new product development

b. pest analysis
c. product life cycle
d. swot analysis

10. The __________acts as the integral marketing strategy and the four elements together
constitute the marketing strategy.

a. Place mix
b. Price Mix
c. marketing mix
d. product mix

MARKETING MIX, SERVICE MARKETING MIX & PRODUCT LIFE CYCLE

Unit-12

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1. What is mean by the total number of items a company carries within the product lines.

a. Product mix consistency

b. Product mix depth
c. Product mix length
d. Product mix width

2. What refers to the number of versions offered for each product in the product line

a. Product mix consistency

b. Product mix depth
c. Product mix length
d. Product mix width

3. What refers to how closely related the product lines are in terms of end use, production
requirements, distribution channels or any other way.

a. Product depth
b. Product mix consistency
c. Product mix length
d. Product mix width

4. What is the initial stage where a business sources for ideas regarding a new product

a. Concept testing
b. Idea screening
c. concept development
d. idea generation

5. Which concept said that the enterprise undertakes research to find out the potential costs,
revenues and profits arising from the product

a. Concept development
b. Idea screening
c. Product differentiation
d. Test marketing

6. Product development is life line of any corporate

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 a. FALSE
b. TRUE

7. Product development & innovation are very essential for a firm's survival and growth; as well
it is essestial in shapping the future of the company

a. FALSE
b. TRUE

8. It could be dream of top management to push its favorite idea, in spite of negative market
research findings.

a. FALSE
b. TRUE

9. Firms aim their new products at smaller ___________; as such they may achieve lower sales
& hence low profits

a. macro
b. micro
c. niche
d. segments

10. Social myths, government regulation slow down in innovation in _______________

a. economy
b. marketing
c. product development
d. strategy

CORPORATE SOCIAL RESPONSIBILITY

Unit-13

1. What more specifically, "all forms of intervention, other than those associated with the
interaction of market forces, which seek to influence the behaviour of firms.

a. Company Regulation
b. Government Regulations
c. International regulation

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 d. Social Regulation

2. What refers to the set of rules identifying permissible and impermissible activity for
individuals, firms, or government agencies as well as the accompanying sanctions or rewards for
such behaviour.

a. Industrial norms
b. Regulatory freamework
c. Social Regulation
d. Trades rules

3. A retail clothing store's promotion of the regular $55 price of a pair of jeans as a $20 discount
when the jeans have never been sold for $75 might represent a violation of consumer protection
laws. The regular price of merchandise may not be advertised as a sale price. It is an example of

a. Consumer Protection Laws

b. Misleading Discount Prices
c. Seeking Punitive Damages
d. Truth in Advertising Laws

4. Which is a violation of federal and state law for any company, including retail businesses, to
make false or deceptive claims with advertising regarding products and services.

a. Consumer Protection Laws

b. Misleading Discount Prices
c. Seeking Punitive Damages
d. Truth in Advertising Laws

5. Choose the marketing concept that holds that a company should make marketing decisions not
only by considering consumers' wants, the company's requirements, but also society's long-term
interests.

a. Integrated Marketing
b. Niche Marketing
c. Segment Marketing
d. Societal Marketing

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6. It is not enough to follow these legal regulations if manufacturers want to build a long- term
relationship with their customers

a. FALSE
b. TRUE

7. To nurture their relationship with customers, manufacturers need to conform to ethical

standards which society expects them to follow.

a. FALSE
b. TRUE

8. The expectations of customers and the general public should not be observed carefully.

a. FALSE
b. TRUE

9. The characteristics that define acceptable conduct in marketing are called________

a. buying decesion process

b. marketing ethics
c. new product development
d. startegy

10. In certain cases, even if the company's actions are ______, it may have to stop them, due to
intense public protest.

a. cultural
b. economic
c. legal
d. social

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