Marketing Management MCQs [set-27]

651. Which of the following major promotional tools use the telephone, mail, fax, e-
mail, and the Internet to communicate directly with specific consumers?
A. Advertising
B. Public relations
C. Direct marketing
D. Sales promotion
Answer: C

652. Although the promotion mix is the company’s primary communication

activity, the __________________ must be coordinated for greatest communication
impact.
o m
A. Organizational culture
. c
B. Entire marketing mix
te
a
C. Demand mix

q
D. Profit variables in a company M
Answer: B
c
M
653. Two major factors are changing the face of today’s communications. One of
these factors is the fact that:
A. Costs of promotion are rising.
B. Mass markets are fragmented and marketers are shifting away from mass marketing.
C. Global communications are not growing rapidly enough.
D. Marcom managers have achieved more power and control.
Answer: A

654. Identify the products that the customer usually buys frequently and with a
minimum of comparison and buying effort.
A. Specialty
B. Convenience
C. Unsought
D. Augmented
Answer: A
655. ________ guides the development of advertisements and personal sales
presentations.
A. AIEA
B. AIBA
C. AICA
D. AIDA
Answer: D

656. Of the following reasons, which is not a reason to use sales promotion?
A. To reach new customers
B. To reward behaviour
C. To develop brand image
D. To assist integration
Answer: C

657. Which of the following is NOT considered to be an objective associated with

the use of sales promotions?
A. Change buyer attitudes
B. Increase volume of individual purchases
C. Prompt buyers into trial purchase
D. Product improvement
Answer: A

658. Sales promotions are thought to make consumer purchase decisions:

A. less satisfying
B. simpler
C. more complex
D. more satisfying
Answer: D

659. If there is low involvement and the product/market is established then sales
promotions should be used for:
A. loyals to reward and increase usage
B. loyals to increase loyalty
C. loyals to encourage trial
D. all to block out the competition
Answer: A

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660. According to promotional mix, the method which follows corporate image
building, handling unfavorable events and stories to get favorable publicity is
called
A. sales promotion
B. personal selling
C. public relations
D. advertising
Answer: C

661. The promotion “P” of marketing is also known as ________.

A. Product Differentiation
B. Distribution
C. Cost
D. Marketing Communication
Answer: D

662. Refersto those in the targetedmarketwho have purchased the product.

A. targetmarket
B. Penetratedmarket
C. availablemarket
D. potentialmarket
Answer: B

663. Marketing is a process which aims at:

A. Selling Products
B. Maximizing Profits
C. Satisfying Customers
D. Producing
Answer: C

664. Marketing is ________________ :

A. Art
B. Science
C. Both
D. Neither
Answer: C

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665. The buying process starts when the buyer recognizes a _________.
A. Product
B. an advertisement for the product
C. a salesperson from a previous visit
D. problem or need
Answer: D

666. ______ refers to collecting goods of the same type from various sources of
supply.
A. Buying
B. Selling
C. Assembling
D. Financing
Answer: C

667. Identify the products that the customer usually buys frequently and with a
minimum of comparison and buying effort.
A. Specialty
B. Convenience
C. Unsought
D. Augmented
Answer: B

668. The most basic level of a product is called the:

A. Core product.
B. Central product.
C. Fundamental product.
D. Augmented product
Answer: A

669. A(n) _____ product exceeds customer expectations.

A. Strategic
B. Superior
C. Augmented
D. Anticipated
Answer: C

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670. These objectives are often the most suitable when firms operate in a market
dominated by a major competitor and where their financial resources are limited
A. Niche
B. Hold
C. Harvest
D. Divest
Answer: A

671. The use of price points for reference to different levels of quality for a
company's related products is typical of which product-mix pricing strategy?
A. Optional-product pricing
B. Captive-product pricing
C. By-product pricing
D. Product line pricing
Answer: D

672. What does the term PLC stand for?

A. Product life cycle
B. Production life cycle
C. Product long cycle
D. Production long cycle
Answer: A

673. PLC in marketing represents two main challenges. 1st an organization must
be good at developing new product to replace old ones and 2nd it must be good at
_________________.
A. Functioning
B. Marketing
C. Selling
D. Adapting
Answer: D

674. When a new product arrives in the market with higher quality, higher value
and new features better than its competitors. Such products are known as
A. Superior products
B. Develop superior products
C. Unique superior products

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 D. New products
Answer: C

675. Which of the following is not a characteristic of “Market Introduction Stage”

in PLC?
A. Demands has to be created
B. Costs are low
C. Makes no money at this stage
D. Slow sales volume to start
Answer: B

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