Q.No.

Question Options Answer

1. Product Orientation

2. Sales Orientation

Organizational philosophy that emphasizes physical

1. 3. Technology Orientation 4
production and technology, is called:

4. Production Orientation

5. -

1. Sales Orientation

2. Profit Orientation
Organizational philosophy that emphasizes selling
2. existing products, whether or not they meet 3. Production Orientation 1
consumer needs, is called:

4. Marketing Orientation

5. -

1. product valuation

2. the service desired of the product

The act of obtaining a desired product from
3. someone by offering something in return is known 3. an exchange 4
as:

4. customer satisfaction

5. -

1. relationship

2. transaction
If a marketer seeks to retain customer's long-term
preference and business through a win-win business
4. 3. reciprocal 1
style, the marketer is engaged in ___________
marketing.
4. give-and-take

5. -

consumers will favor products that offer

1.
quality, performance, and innovation
5. The selling concept assumes: if left alone, consumers will ordinarily 2
2. not buy enough of the organization's
products
 being more effective than competitors in
3. integrating marketing activities will lead
to success.
Consumers do not have to be compelled
4. by promotions to buy what a company is
selling.
5. -

consumers will favor products that offer

1.
quality, performance, and innovation.
if left alone, consumers will ordinarily
2. not buy enough of the organization¿s
products.
consumers do not have to be compelled
6. The marketing concept assumes: 3. by promotions to buy what a company is 4
selling.
the key to achieving organizational goals
is the company being more effective than
4.
the competition at creating, delivering,
and communicating to its target market.
5. -

customer needs, integrated marketing,

1.
profitability, and market focus

2. product, price, promotion, and place

What are the "four pillars" upon which the marketing customer needs, target market,
7. 3. 3
concept is built? integrated marketing and profitability

customer needs, competition, sales

4.
volume, and profit

5. -

1. the marketing department

2. customers

Master marketing companies place ___________ at

8. 3. employees 2
the top of their organizational chart.

4. target markets

5. -

1. profitability and customer satisfaction

2. target marketing
In terms of commercial establishments, the ultimate
9. 1
purpose of the marketing concept is:
3. relationship marketing

4. a competitive advantage
 5. -

we have developed a new, more

1.
convenient package

we use only recycled paper in our

2.
packaging
Which of the following statements best represents this product saves much more time for
10. 3. 2
the societal marketing concept? the consumer

4. give the customers what they want

5. -

1. market targeting

2. market segmentation

11. The first step in the target marketing process is: 3. market concentration 2

4. market positioning

5. -

1. Social class

2. personality

Which of the following is an example of a

12. 3. lifestyle 1
demographic segmentation variable?

4. user status

5. -

1. occupation

2. readiness stage

Which of the following is an example of a

13. 3. lifestyle 3
psychographic segmentation variable?

4. usage rate

5. -

A segmentation study of people who would be

1. demographic
interested in subscribing to a cooking magazine
14. discovered three distinct groups of potential 3
subscribers: those who wanted to cook the same 2. social class
foods their mothers cooked for them, those who
 wanted to learn about the latest cooking trends and
fads, and those who were interested in learning 3. lifestyle
about a variety of different international cuisines.
This magazine discovered its market could be
4. geographic
segmented using _____ variables.

5. -

1. generation

2. user status

Which of the following is an example of a behavioral

15. 3. personality 2
segmentation variable?

4. social class

5. -

1. age-based

Research by a telecom company revealed that it 2. usage rate

serves two different kinds of consumers,
chatterboxes who seem to live on the phone and
16. 3. user status 2
those that don't have time to spend in idle
conversation. Based on this research, it should use a
_____ segmentation strategy
4. occupation-based

5. -

1. demographic characteristics

2. operating variables

According to some research, the most important

17. 3. situational factors 1
segmentation variable for business markets is:

4. personal characteristics

5. -

Chaman buys a used Hero bicycle for

1.
transportation.

Mala stays in a Marriott because she

2.
likes the nightly mint on her pillow.
Which statement below is the best example of a Tanya eats at KFC because she likes the 1
18. 3.
core benefit? 99-Rs. Combo.

Anamika shops at The Limited because

4.
she likes the style of clothes it carries.

5. -
 1. core
Golfweb.com is a web site that sells standard golfing
equipment and the latest gadgets designed to
2. basic
improve any golfer's game, all at discounted prices.
The company has express delivery and a generous
19. return policy. In addition to these typical services, it 3. expected 4
provides a chat room where visitors can trade golfing
tips and exchange stories about the best courses and
the toughest holes. In terms of the customer value 4. augmented
hierarchy, golfweb.com is offering a(n) ____ product.
5. -

1. product mix

2. product class
If the customer need is for attractiveness, then skin-
care products like moisturizers, and glamour products
20. 2
like eye shadow and lip color represent a ____ that 3. product family
satisfies that need.
4. product type

5. -

1. living room furniture

2. aluminum cookware

Which of the following is the BEST example of

21. 3. Tube Light 3
nondurable goods?

4. computer monitors

5. -

1. nondurable

2. convenience
Products that are bought frequently, immediately,
22. and with little deliberation, like bottled water and 3. heterogeneous shopping 2
snack foods, are called _____ goods.

4. staples

5. -

1. attributes
The brand name Nature Made is used for a line of
vitamins. The brand name brings to mind concepts
23. such as, "all-natural," "good for you," and "healthy." 2. features 1
The brand name is conveying the _____ of the
brand.
3. values
 4. benefits

5. -

1. multibrand

2. brand extension
Kraft brand salad dressing introduced a Kraft Taste
of Life salad dressing made with canola, high oleic
24. 3. new brand 4
sunflower, and olive oils as well as enriched with
vitamin E. Kraft used a _____ strategy
4. line extension

5. -

1. innovation

2. line extension
Johnson & Johnson developed a trusted brand of
pain reliever with its Tylenol. Then Johnson &
25. Johnson introduced Tylenol Cold & Flu and Tylenol 3. brand extension 3
PM, a sleep aid. Johnson & Johnson used a _____
strategy.
4. multi-brand

5. -

new excitement and commitment to the

1.
manufacturer's product line
the ability of the new brand to benefit
2. from the strength of the established
brands
26. A brand extension strategy has the benefit of: the guaranteed success of a premium 2
3.
pricing strategy

instant recognition and early acceptance

4.
for the new product

5. -
the potential of not being able to
convince consumers the additional
1.
branded component really makes a
difference

2. small market share

One of the drawbacks inherent in a multibrand
27. 2
strategy is: the inability to use a repositioning
3.
strategy

the ability for one manufacturer to

4.
occupy more shelf space

5. dilution of the brand¿s meaning

 1. line extension

Liquid diet foods fell from favor as consumers 2. repositioning

showed a preference for chewier, better tasting, low-
calorie bars. Manufacturers think they still have a
28. 3. brand extension 2
good product because it is one that has nutritional
benefits for consumers. Their best branding strategy
would be:
4. multibranding

5. -

1. Identity

2. Attitude

29. A brand has all except: 3. Positioning 2

4. Attributes

5. -

1. Protection

2. Sales Promotion

Packaging helps the following functions, other than

30. 3. Legal 2
....

4. Information

5. -

31. - 1. - 0