College of Business and Economics, Department of Marketing

Management, Model Examination for Graduate Class Marketing

Management Regular Students
Time allowed: 2:30 hour

General Instruction
 Read the instruction carefully for each part of the exam and attempt accordingly.
 Switch of your mobile phone.
 Write your answer on the separate answer sheet provided.
 Any types of cheating disqualify your result.
 Please write your name and id no both the question paper and on the answer sheet.
 Make sure that the exam paper contains 14 pages including the cover page and the
answer sheet.
 The exam has one part and it contain100 questions.

Name ________________________________

Id.no ________________________________

Section_______________________________

Sig___________________________________

Part I: Choose the Best Answer from the Given Alternative and Write the Letter of Your Choice
Only in the Given Answer Sheet [1 Point Each]

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 1. According to Kotler 2010, it is usually more expensive to produce 10 units of 10 different
products than 100 units of one product, this principle related to the entire following
marketing concept except.
A. The advantage of undifferentiated marketing.
B. The advantage of standardization strategy.
C. The advantage of adaptation strategy.
D. Economic of scale in production.
2. Awash bank promote the banking service to attract new customer and to retain existing
customer to make them loyal to the organization by provide different types of incentive
if they receive foreign exchange with Awash bank by express money and money transfer,
therefore according to behavioral learning theory the underline phrase indicate that:

A. Unconditioned stimulus C. Conditioned response

B. Conditioned stimulus D. Stimulus Discrimination

3. Based on question number two, if the customers expect additional incentive for all types of
service provided by the bank, which type of application of classical conditioning will
occur.

A. Stimulus Generalization C. Repetition

B. Stimulus Discrimination D. Conditioned stimulus

4. All of the following are the major objective to study consumer behavior except?
A. To know the personality of consumer towards the organizational product.
B. To understand the perception of consumer towards the organizational product.
C. To identify the motivational force of consumer to offer good and service.
D. To minimize the level of uncertainty of business.
5. Mr. X identifies the color, price, quality, safety, style, and warranty to purchase
automobile brand, therefore Mr. X is currently involving ____________________consum
er decision making stage?

A. problem identification C. evaluation of alternative

B. information search D. purchase decision

6. All are true about the marketing mix element in consumer buying behaviors except.
A. The price is too high; consumers perceive the product is quality.
B. Advertising may serve as a reminder to consumers to make purchase.
C. In a direct sales method, the company sales the good and service to distributors.
D. Product is a solution for the problem of the customer.
7. In which one of the following model of decision making is the consumer as impulsive and
irrational purchasers.

A. Passive man model B. Cognitive man model

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 C. Economic man model D. Active man model

8. When consumer performs purchase action in order to conform to another person’s

expectations, such that this influence is.

A. Normative Influence C. Age influence

B. Informational influence D. Gender influence

9. All of the following are true about consumer motivation except.

A. Driving force towards some object or condition is negative motivation.
B. It is an inner drive that reflects goal directed arousal.
C. In emotional motivation consumers select goals based on subjective criteria.
D. In a rational motivation consumer select goals based on objective criteria.
10. A young man wants to get married to the girl whom he loves and at the same time he wants
to complete an important course in order to get a good job which is essential to start a new
life, therefore what types of motivational conflict he is facing.

A. Approach-approach C. Avoidance-avoidance
B. Approach-avoidance D. Avoidance -approach

11. If the customers have immediate and direct response of the sensory organs to stimuli
towards the good and service of the organization _________________ will occur.

A. Stimulus C. Sensation
B. Perception D. Stimulus & sensation

12. Marketing mix planning begins with ________________________________________.

A. Building an offering that brings core customer value to target customers
B. Selecting the right channel for distribution of the product
C. Finding a suitable promotion strategy for the product
D. Setting a reasonable price for the product
13. The consumers may share a strong demand they cannot be satisfied by existing product in
the market, this statement indicate that,
A. Irregular demand. C. Latent demand.
B. Overfull full demand. D. Negative demand.
14. If the organizational marketing philosophy is product concept, which one promotional
mix element is more appropriate?
A. Sales promotion C. Advertisement
B. Personal selling D. Public relation
15. All are true about pricing except.
A. It is the amount of money charged for a product or service.
B. It is also one of the most flexible marketing mix elements.

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 C. It is marketing mix element to promote the product.
D. It is the only marketing mix element that produces revenue.
16. All are reasons to develop market penetration initial pricing strategy except.
A. Competitors should not be able to enter the market easily.
B. The market have highly price sensitive.
C. Features acceptable to many customers.
D. Relatively standardized product.
17. Service is produced and consumed simultaneously, this characteristics of service indicate
that;
A. Service variability. C. Service intangibility.
B. Service perishability. D. Service inseparability.
18. _____________________are short lasting goods and services that facilitate developing
and/or managing the finished product.
A. Materials and parts C. Materials and Capital items
B. Supplies & Business services D. Capital items

19. Which one of the following level of product addresses the question what is the buyer really
buying?
A. Augmented product C. Core product
B. Actual product D. Consumer product
20. In which new product development stage the marketing manager make assessment of
product compatibility in market place and its potential profitability for the organization.
A. Business analysis’ C. Product development
B. Commercialization D. Market testing
21. A microscope manufacturer that sells its microscopes to University laboratories,
government laboratories, and commercial laboratories, therefore the pattern of target
marketing is
A. Selective specialization. C. Single segment concentration
B. Market specialization. D. Product specialization.
22. "Many companies today are localizing their products, advertising, promotion, and sales
efforts to fit the needs of individual regions, cities, and neighborhoods." This is an example
of _________________________________.
A. Demographic segmentation C. Geographic segmentation
B. Psychographic segmentation D. Behavioral segmentation
23. ABC sales organization sales and profit is increase at increasing rate such that product life
cycle stage of ABC organization is
A. Decline stage. C. Growth stage.
B. Maturity stage. D. Introduction stage.
24. Currently, service and manufacturing business owners identify the need and wants of the
consumer before producing the product, such that the philosophy of those business firms is.
A. Production concept C. Marketing concept
B. Product concept D. Societal concept
25. All are true about selling and marketing concept except.

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 A. The former emphasis is on the product, the later emphasis on customer want.
B. The later management is sales volume oriented, the former management is profit
oriented.
C. Planning is short run oriented, in terms of today’s products & markets in the
former case.
D. Planning is long run oriented, in terms of new products, future markets and
growth in the latter case.
26. Among the following one is not true about marketing environmental force.
A. External macro environment affect all firms in the industry
B. External macro environment includes economic conditions, culture, & laws.
C. External micro environment force affects a particular firm.
D. Internal environmental forces exist outside the organization.
27. All are true about marketing except.
A. It is the way to practice win to win approach.
B. It is the creation of value for customers.
C. It is managing profitable customer relationships.
D. It emphasis on satisfying customers rather than profit.
28. Among the following statements one is not true about non probability sampling technique.
A. The probability of inclusion in a sample is not known.
B. It is often used for qualitative studies.
C. Selection of the units in the population depends entirely on chance.
D. Different units in a population have not equal probabilities of being chosen.
29. Mr. X is marketing management first degree graduate candidate he identifying research
topic on: Assessment of human resource management practice in case of NIB bank district
in hosanna town. Therefore which one of the following factor is missed by Mr. X while
selecting his research topic?

A. Interest C. Availability of data

B. Magnitude D. Relevance

30. “Why does this research need to be conducted?” Which one of the following component of
research the underline statement identified.

A. Research question C. Objective of the study

B. Statement of the problem D. Significance of the study

31. Most of the respondent are strongly agree on item number twelve (12), therefore based on
this statement in which one of the following type of central tendency the analysis is
described.

A. Mean C. Mode
B. Median D. Standard deviation

32. Among the following statement one is/are not true about qualitative research.
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 A. Sample size cannot often be determined in advance.
B. It does not attempt to quantify their results through statistical summary.

C. It is a type of empirical investigation it entails purposive sampling for gathering

data.
D. It is more experimental than naturalistic and descriptive.
33. A minimum of four year relevant experience for bachelor’ of art (BA) degree, and one year
experience for masters of art (MA) degree in marketing management should apply, this
statement explain that;

A. Job Analysis C. Job Specification

B. Job Qualifications D. Job description

34. Which one of the following statement is False about sales management?
A. Sales management is a career.
B. Sales management is a process.
C. Sales management is a discipline.
D. Sales management is only art.
35. Which one of the following statement is False about sales quota and sales budget?
A. Sales quota is standards for appraising selling effectiveness.
B. Sales budget merged sales budget and the selling expense budget.
C. Sales quota is providing as a source of motivation.
D. Sales budgets a management plan for the expenditures to accomplish sales goals.
36. Among the following one is not true about sales force planning.
A. It basically involves, forecasting and decision making.
B. It only identify human resource gap in the organization.
C. It identifies the gap between the present and the future sales force.
D. It objectives of recruitment are expansions new market and replacements.
37. XYZ sale organization determines the number of salespeople based on past trend, therefore
which type of manpower forecast the organization practice.

A. Expert forecasts C. Trend analysis

B. Work load analysis D. Work force analysis
38. Which one of the following basic selling styles and objective is incorrectly matched?
A. Technical selling to increase their volume of purchase.
B. Missionary selling to increase the company’s sales volume.
C. New business selling to retain existing customer rather than obtain new
customers.
D. Trade selling to maintains long term relations with customers.
39. Which type of managerial skill is incorrectly matched with level sales manager?
A. Communication skills → is equally important at all level.

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 B. Conceptual skills → is more important for top level managers.
C. Technical skills → is more important for lower level managers.
D. People skill → is more important for top level managers.
40. Among the following statement one is true about qualitative forecasting method.
A. Are objective or mathematical techniques.
B. Used when situation is ‘stable’ and historical data exist.
C. Involves intuition, and experience.
D. Used for existing product and existing technology.
41. Among the following one is not true about straight commission salary method.

A. Low costs when sales is low C. Increases loyalty to firm

B. Hard to control sales force D. It Weeds out poor performers

42. ‘Work is divided among individuals according to their knowledge, and experience”, which
principle of sales organization this statement identify.
A. Principle of unity of objectives C. Principle of specialization
B. Principle of coordination D. Principle of exception
43. Which one of the following approach determines the size of the sales force on the base of
net profit?
A. Incremental method C. Sales potential method
B. Work load method D. Market potential method
44. Forecasting can be used for all of the following reasons except.
A. To identify future sales and new products.
B. For strategic planning (long range planning).

C. To reduce the bargaining power of buyer.

D. To balance demand and supply.
45. ABC sales organization and XYZ Company build strong relation for common objective;
they work for “win to win approach”, therefore what type of level of relationship they
build.
A. Transaction relationship selling C. Partnering relationship
B. Value added relationship selling D. Relationship marketing
46. Which one of the following sales management sequential order from lower level to top
level is correct?
A. District Sales Manager →Regional Sales Manager→ Zone Sales Manager→ key
account manager.
B. Sales person/trainee → District Sales Manager → Regional Sales Manager→ Zone
Sales Manager.
C. Key account manager →Regional Sales Manager→ District Sales Manager → Zone
Sales Manager.

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 D. Regional Sales Manager→ Key account manager → District Sales Manager → Zone
Sales Manager.
47. One of the following is face to face communication with one or more perspective
customers of making sales?
A. Personal Selling C. Sales Promotion
B. Advertising D. Direct Marketing
48. Which one of the following is Not True about Newspaper?
A. The newspapers charge on the basis of column centimeter.
B. Charge premium for special positions.
C. It may be national/local daily/weekly.
D. The rate does not vary from newspaper to newspaper.
49. Which one of the following model has become the foundation for objective setting and
measurement of advertising effects in many companies?
A. Information processing C. AIDA model
model D. Hierarchy of effects model
B. Innovation adoption model

50. One of the following is not the disadvantage of direct marketing?

A. Flexibility C. Accuracy
B. Image Factor D. Content Support
51. Which one of the following is not the advantage of magazines and journal?
A. Multiplicity of readership.
B. Highly selective in nature and waste of circulation is avoided.
C. Cheapest media of advertising as far as its cost per reader is concerned.
D. Take more time in printing.
52. Any extraneous factors in the system that can interfere with the process and work against
effective communication.
A. Channel C. Feedback
B. Receiver D. Noise
53. From the following which one can be used for both small and large transactions, although
typically they are not used for micropayments?
A. Checking transfer C. Stored value
B. Cash D. Credit card
54. __________________is free wallet software that stores credit card and personal
information on users’ computer, not on a central server.
A. Agile wallet C. Microsoft
B. Electronic wallet D. Contact smart card
55. Which one is make easier and more efficient shopping?
A. Electronic cash C. Smart card
B. Electronic wallet D. Credit card
56. Which one does considered at product strategy on web?
A. Increasing long run sale
B. Offline the product planned price
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 C. Outline the product planned distribution.
D. Outline the product planned price
57. Which of the following is INCORRECT match for mobile services
A. Information service →Traffic
B. Communication service →Music
C. Entertainment service →Games
D. Transaction service →Broking
58. The largest industries using which business to consumer organization for financial services,
travel services, and job placement services.
A. Community provider C. Content providers
B. Transaction brokers D. Market creator
59. Which of the following is locks your computer or files to stop you from accessing your
computer?
A. Viruses C. Unwanted program
B. Trojan horse D. Ransomware
60. From the following which one is a link user, enabling them to share files and computer
resources without a common server?
A. Consumer to Consumer C. Business to Business
B. Consumer to Business D. Peer to peer
61. From the following online business organization which one is sells physical products
directly to consumers or other businesses?
A. Information brokers C. Content providers
B. Transaction brokers D. Virtual store front
62. Which one of the following is present a range of offerings available in a market for
purchaser?
A. Electronic Fund Transfer C. Electronic Markets (Ems)
(EFT) D. Electronic Data Interchange
B. Electronic Mail (e-mail) (EDI)

63. Which is the online retailers and marketers can sell their products to the online consumers
by using crystal clear data
A. Business to Business C. Consumer to Consumer
B. Consumer to Business D. Business to Consumer
64. Among the following one is not activities of logistics.
A. Procurement C. Recycling
B. Inward transport D. Quality control
65. . XYZ organization want to distribute bulky types of good to international market, therefore
which transportation mode is suggest depend up on the product nature, if other factors
remain constant.
A. Rail transportation C. Water transportation
B. Air transportation D. Air transportation

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 66. Selecting the mode of transport more depend up on:-
A. Speed C. Cost
B. Availability D. Policy
67. All are marketing channel functions performed by intermediaries regarding to logistics
except.
A. Assorting C. Grading
B. Sorting D. Transporting
68. HP may sell personal computers to large accounts through its own sales force, but its
licensed dealers may also be trying to sell to large accounts, in this case which causes of
channel conflict will occur.
A. Goal incompatibility C. Unclear rights
B. Unclear roles D. Differences in perception
69. ____________________ Variables related to channel structure are availability, costs, and
the services offered.
A. Market variables C. Company variables
B. Product variables D. Intermediary variables

70. Which one of the following statement is false?

A. Regression analysis is a way of predicting an outcome variable.
B. Correlation shows the effect of each independent variable on dependent variable.
C. Descriptive statistics are simply describing what is or what the data shows.
D. Median is the score found at the exact middle of the set of values.
71. Among the following one is/are not true about the forms of questions.
A. Closed ended questions are very popular in survey research.
B. It is not possible to get uniform answers in open ended forms of question.
C. The respondent is asked to provide his own answer for closed ended question.
D. Open ended forms of question are difficult to process.
72. If the relationship between two or more variables is positively correlated, independent
variables increase dependent variables _____________________.
A. Also increase C. Neither increase nor decrease
B. Decrease D. Either decrease or increase
73. “Assessments of service delivery system in case of Wachemo University”, based on
purpose which one of the following type of research, the research title explain.
A. Exploratory research C. Explanatory research
B. Descriptive research D. Pure research
74. Final research should be described in sufficient detail and can be verified by you and
others, which one of the following characteristic of good research this statement explain.
A. Empirical C. Critical
B. Valid and validate D. Rigorous
75. All of the following are true about marketing research except.
A. It is an investigation of finding solutions to scientific and social problems.
B. Gathering information from resources such as books or magazines is not research.

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 C. It is the transportation of facts the world around us.
D. It is systematized effort to gain new knowledge.
76. According to researcher research is a process, therefore according to them based on the
listed core components of research, which one of the following sequential procedures is
correct.
I. Formulating a hypotheses IV. Enumerating the problem
II. Collecting the facts or data V. Analyzing the facts
III. Reaching certain conclusions
A. IV, II, V, I, III C. IV, I, II, V, III
B. I, IV, V, II, III D. I, IV, II, V ,III
77. Is the focal point in the research process?
A. Formulating research C. Formulating hypotheses
problem D. Research design
B. Sampling design

78. Which one of the following promotional tool gives marketers flexibility in communication;
so they can see or hear the potential buyer’s reactions and modify the message
accordingly?

A. Public Relations C. Publicity

B. Personal Selling D. Advertising

79. In which IMC planning process stage do marketers develop media and creative strategy

A. Promotional program situation analysis

B. Analysis of the communications process
C. Budget determination
D. Developing the integrated marketing communications program
80. ____________allow for a back and forth flow of information whereby users can participate in
and modify the form and content of the information they receive in real time.

A. Interactive television C. Internet

B. Digital cell phones. D. Interactive advertising

81. Which one is the way of translating internal thought of sender into language that the receiver of
the message will probably understand it?

A. Source C. Decoding
B. Message D. Encoding

82. One of the following is not the importance of growing sales promotion.
A. It declines brand loyalty.
B. It increased accountability.

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 C. It maintains competitive advantages.
D. It stimulates demand.
83. In which professional personal selling process the sales people learn about the persons or
companies to whom they hope to sell.
A. Prospecting stage.
B. Pre approach to individual prospects stage.
C. Presenting the sales message stage.
D. Meet objections and close the sale stage.
84. All are the prime reason for sales force evaluation except.
A. To attain company objectives.
B. To improve an individual’s motivation and skills.
C. To clarifying the role and reviewing the job description.
D. To provides the opportunity for recognition.
85. ABC sales organization provides most comprehensive and longest type of training for
employee, such that the organization provides ___________________ type training.
A. For newly recruited sales personnel
B. For experienced sales personnel
C. For trainers
D. For the distributors
86. Among the following one is not primary source of data.
A. Questioners C. Focus group
B. Interview D. Written document
87. People in different cultures often have different ideas about the same product, this
statement explain ___________________.
A. The dynamic nature of C. The subjective nature of
culture culture
B. The prescriptive nature of D. Culture is socially shared
culture
88. The term used to describe the individual internal drive to act to satisfy unfulfilled needs or
achieve unmet goals is known as__________________.
A. Behavior C. Motivation
B. Perception D. Attitude
89. The affiliation need is very similar to Abraham Maslow’s _________________.
A. Ego need C. Safety and security need
B. Social need D. Physiological need
90. Among the following one is not example of horizontal integration strategy.

A. Mergers C. Franchising
B. Acquisitions D. joint venture

91. All are true about Michael Porter’s cost leadership strategies except.

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 A. Features acceptable to many customers
B. Relatively standardised products
C. Lowest competitive price
D. Create products that are unique and valued
92. Which one of the following environmental force influences single business that provides
products and services?

A. Internal environment force C. Micro environment force

B. Macro environment force D. External environment force
93. Among the following one is not the characteristics new product life cycle at introduction
stage.
A. Low sale volume D. New competitor enter into the
B. Negative profit market
C. High distribution expenses
94. ___________________is the process of checking to determine whether or not proper
progress is being made towards the objectives and goals and acting if necessary to correct
any deviations.
A. Planning C. Controlling
B. Staffing D. Training

95. Features, performance, conformance, durability, reliability, reparability, style and design
are the main_______________ differentiations dimension in brand positioning.
A. Service C. Product
B. Personnel D. Image
96. ___________statement describes the function/purpose of the company.
A. Mission C. Objective
B. Goal D. Vision
97. When consumer is highly involved in a purchase and aware of significant differences
among brands the type of consumer buying behavior is.
A. Habitual buying behavior
B. Variety Seeking buying behavior
C. Complex buying behavior
D. Dissonance-reducing buying behavior
98. Which one of the following business buying structure is the most difficult and complex
buying situation.
A. New-task buying C. Modified re-buy
B. Straight re-buy D. Existing re-buy
99. ABC coffee export sales organization sales volume in Europeans nations of the last three
year, 2020, 2021 and 2022 was 10 ton, 12 ton, and 14 ton with a weight of 1.2, 1.5 and 1

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 respectively, based on the above data what will be sales the volume at the end of (2023),
calculate by weighted moving average forecasting method use two year data.
A. To the minimum 16 ton. C. To the maximum 16 ton.
B. To the minimum 14.88 ton. D. To the maximum 14.88 ton.
100. Based on question number ninety nine if the actual sales for this year came to be 14 ton,
and the smoothing constant was 0.4, what will be the sales volume of next year, calculate
by exponential smoothing method.
A. The sales volume will be 15.2 ton
B. The sales volume will be 14.8 ton
C. The sales volume will be 11.55 ton
D. The sales volume will be 13.56 ton

The End!!

Answer Key
Part I. Choose:
1. C 2. A 3. A 4. D 5. C
6. C 7. A 8. A 9. A 10. A
11. C 12. A 13. C 14. B 15. C
16. A 17. D 18. B 19. C 20. A
21. D 22. C 23. C 24. C 25. B
26. D 27. D 28. C 29. D 30. B
31. C 32. D 33. C 34. D 35. B
36. B 37. C 38. C 39. D 40. C
41. C 42. C 43. A 44. C 45. C
46. C 47. A 48. D 49. D 50. D
51. D 52. D 53. A 54. B 55. B
56. A 57. A 58. B 59. D 60. D
61. B 62. C 63. D 64. D 65. C
66. B 67. C 68. B 69. D 70. B

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 71. C 72. A 73. B 74. B 75. C
76. C 77. A 78. B 79. B 80. D
81. D 82. A 83. B 84. C 85. A
86. D 87. C 88. C 89. B 90. C
91. D 92. C 93. D 94. C 95. C
96. A 97. C 98. A 99. A 100. A

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