10/13/23, 10:33 PM Marketing Management - - Unit 5 - Graded Assessment

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Course outline Mid Term

Assignment not submitted Due date: 2023-10-31, 00:00 IST.
Week 0 ()
1) Marketing starts with the ________________. 1 point

Week 1 ()
Marketer
Week 2 ()
Product
Week 3 ()
Consumer
Manufacturer
Graded Assessment ()

Quiz: Mid Term

(assessment?name=118)
2) The focus of ____________ is identifying the customers, their needs and wants and developing offering to satisfy them. 1 point
Feedback ()
Production concept

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10/13/23, 10:33 PM Marketing Management - - Unit 5 - Graded Assessment

Week 4 () Marketing concept

Product concept
Week 5 () Selling concept

Week 6 ()

3) The process of selecting one or more market segments to enter is called ___________. 1 point
Week 7 ()
Targeting
Week 8 ()
Positioning

End-term Assessment () Segmenting

Differentiation

4) ‘VALS framework’ is a classification system based on ____________ measurements. 1 point

Geographic
Demographic
Behavioral
Psychographic

5) Which of the following are the broad variables of behavioral segmentation? 1 point

Needs and Benefits

Decision Roles
User and Usage
Age

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10/13/23, 10:33 PM Marketing Management - - Unit 5 - Graded Assessment

6) A market segment consists of a group of customers who share different sets of needs and wants. 1 point

False
True

7) Companies such as Dominos have used ___________ as service ‘differentiator’ by their promise of providing Pizzas within 30 minutes. 1 point

Ordering ease
Delivery
Reliability
None of the above

8) The objective of positioning is ____________________. 2 points

to collect information about competitors that will directly influence the firms' strategy
to divide the market into homogeneous groups
to discover the different needs and groups existing in the marketplace
to locate the brand in the minds of consumers to maximize the potential benefit to the firm

9) _____________ are attributes or benefits that consumers strongly associate with a brand and customers feel that such benefits will not be found 2 points
in competitive brand.

Points of Difference
Frame of Reference
Brand Mantra
Points of Parity

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10/13/23, 10:33 PM Marketing Management - - Unit 5 - Graded Assessment

10) State True or False: "A brand mantra is the same as the tagline". 2 points

True
False

11) The competitive frame of reference defines which other brands a brand competes with. 2 points

True
False

12) People within the same demographic group will exhibit the same psychographic profiles. 2 points

True
False

13) Which of the following variables are examples of demographic segmentation? 3 points

Age
Region
Income
Gender
Country
Education
Occupation

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10/13/23, 10:33 PM Marketing Management - - Unit 5 - Graded Assessment

14) If a marketing manager divides the market into adventure-oriented or sports-oriented groups, then she is segmenting on the basis of 3 points
________________.

Demographics
User status
Psychographics
Behavioral

15) A company 'X' divides the market into low-income, mid-income and high-income group. If that company produces all sorts of home appliances 3 points
like TV, washing machine, refrigerator and so on, for only mid-income group then, the company is using _____________ strategy.

Single segment concentration

Product specialization
Selective specialization
Market specialization

16) A segment is unattractive when actual or potential substitutes are available for the product being offered. 2 points

True
False

17) State True or False: "The value creation activities help the firm by contributing to a firm’s relative cost structure and creating a basis for 2 points
differentiation”

True

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10/13/23, 10:33 PM Marketing Management - - Unit 5 - Graded Assessment

False

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