UPES Marketing Management Assignment -2 Question and Answer
UPES Marketing Management Assignment
Total Questions: 56
Total Marks: 100
Q1. A sales assistant working for an outside sales force will most likely have all of the following duties EXCEPT
- answering customer’s questions when a salesperson is unavailable
- providing administrative backup
- confirming appointments
- following up on deliveries
- determining price points
Q2. A retailer may fail because it tries to provide “something for everyone” and ends up satisfying no market well. Successful retailers ________ their target markets well and position themselves strongly.
Q3. Through ________, many companies today are strengthening their connections to all partners, from providers of raw materials to components to final products that are delivered to final buyers.
- supply chain management
- direct marketing
- partnership relationship marketing
- customized marketing
- equity marketing
Q4. A buyer would be most likely to review trade directories in which stage of the business buying process?
- problem recognition
- general need description
- product specification
- supplier search
- supplier selection
Q5. When amusement parks and movie theatres charge admission plus fees for food and other attractions, they are following a(n) ________ pricing strategy.
Q6. Which type of market buys goods and services for further processing or for use in the production process?
Q7. Prospecting is the step in the selling process in which the salesperson
- gathers information about a prospective customer before making a sales call
- meets the customer for the first time
- identifies qualified potential customers
- tells the product’s “value story” to the customer
- clarifies and overcomes customer objections to buying
Q8. Advertising, sales promotion, personal selling, public relations, and direct marketing are all
- communications channels that should be integrated under the concept of integrated marketing communications
- communications channels focused more on narrowcasting than broadcasting
- promotional tools used to push strategies but not pull strategies
- promotional tools used for pull strategies but not push strategies
- promotional tools adapted for use in mass marketing
Q9. Which type of stores usually carry more speciality goods for which customers like to be “waited on” and have much higher operating costs, which are passed along to the customer?
- self-service stores
- category killer stores
- full-service stores
- independent stores
- speciality-service retailers
Q10. Price elasticity of demand is ________ divided by ________.
- percent change in quantity demanded; percent change in price
- demand; price
- percent change in price; percent change in quantity demanded
- the going price; the asking price
- none of the above
Q11. An attractive idea must be developed into a
- product idea
- product concept
- product image
- test market
- product strategy
Q12. Which of the following is perhaps the most important external source of new-product ideas?
- trade magazines, shows, and seminars
- distributors and suppliers
Q13. The goal of marketing logistics should be to provide a ________ level of customer service at the least cost
Q14. Marketers can take a(n) ________ by taking aggressive action to affect the publics and forces in their marketing environments.
- environmental stance
- proactive stance
- natural perspective
- natural-management perspective
- relationship-building perspective
Q15. The advertiser must decide on the ________, or desired media impact, of a message in a specific medium.
- qualitative value
- exposure costs
Q16. An e-mail from Amazon.com offers free shipping on your next purchase of more than INR 2000. This is an example of
- sales promotion
- personal selling
- public relations
- an advertising objective
- a push strategy
Q17. Over the past 110 years or so, Binney and Smith’s Crayola crayons have become a household staple in more than 80 countries around the world. Crayola crayons are in the ________ stage of the PLC.
Q18. Gina’s Nail Salon is serious about pleasing its customers. Employees are trained to immediately and pleasantly respond to any customer complaints, and they are empowered to offer discounts and free add-ons to customers who believe they have received anything less than the best service. Gina’s Nail Salon focuses on ___.
- differentiating its offer
- good service recovery
- internal marketing
- image marketing
Q19. Blockbuster offers DVD rentals through its Total Access online rental service and through its bricks-and-mortar stores. This is an example of a(n)
- contractual VMS
- administered VMS
- horizontal marketing system
- conventional distribution channel
- multichannel distribution system
Q20. Anita’s DayCare plans to offer third-shift childcare, based upon the opening of two new manufacturing plants in her area. Together the plants will hire 423 employees and run all three shifts. Initial test marketing results look promising. In considering launching this new service, Anita must first decide on
- expansion costs
- hiring suitable employees
- checking local and state regulations
- food costs
Q21. Sometimes a producer chooses only a few dealers in a territory to distribute its products or services. Generally, these dealers are given a right to ________ distribution.
Q22. Selecting which segments of a population of customers to serve is called ________.
- market segmentation
- target marketing
- managing the marketing effort
Q23. Which of the following is an element of developing an advertising strategy?
- selecting advertising media
- using sophisticated statistical models
- setting advertising objectives
- evaluating advertising campaigns
- setting the advertising budget
Q24. Which step in the sales process is necessary to ensure customer satisfaction and repeat business?
- proper approach
- professional presentation
- handling objections
- qualifying prospects
Q25. “Buy it now” refers to which one of the following options
- Personal Selling
- Sales promotion
Q26. Which of the four Ps describes the goods-and-services combination the company offers to the target market?
Q27. Which of the following is an external factor that affects pricing decisions?
- the salaries of production management
- the salaries of finance management
- funds expensed to clean production equipment
- A, B, and C
Q28. Which promotional mix strategy directs marketing efforts toward market channel members?
Q29. Creating word-of-mouth campaigns by cultivating opinion leaders and getting them to spread information about a product or service to others in their communities is known as
- sales promotion
- indirect marketing
- buzz marketing
- stealth marketing
- public relations
Q30. A company’s total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called
- the communications method
- integrated marketing
- the promotion mix
- competitive marketing
- target marketing
Q31. Which type of small store carries a limited line of high-turnover convenience goods and makes most of its revenues from cigarette, beverage, and gasoline sales?
Q32. The demand for many business goods and services tends to change more, and more quickly, than the demand for consumer goods and services does. This is referred to as ________ demand.
Q33. Which concept calls for aggressive selling and focuses on generating transactions to obtain profitable sales?
- societal marketing
Q34. The step in the personal selling process which consists of first meeting between customer and salesperson is called
- follow up
Q35. Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________.
- user status
- loyalty status
- store type
- brand preference
- usage rate
Q36. Michael Porter has identified ____________forces that decide the intrinsic long-run attractiveness of a market or market segment.
- None of the above
Q37. Which of the following capital items is NOT considered accessory equipment?
- hand tools
- lift trucks
Q38. Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.
- pull; push
- push; pull
- pulse; pull
- continuity; pulse
- pulse; continuity
Q39. It includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.
Q40. Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. Which of the following is harmed the MOST by such a shift?
- cable television
- network television
- satellite television systems
Q41. Which group determines a product’s position relative to competing for products?
Q42. When it comes to international distribution channels, the decisions about channels and other marketing activities are made at
- Channels between nations
- Channels within foreign nations
- Seller’s International Marketing Headquarters
- None of the above
Q43. Which of the following is the set of benefits a company promises to deliver the customer to satisfy their needs?
- a money-back guarantee
- low pricing
- customer service
- a value proposition
- an attribute
Q44. ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.
- Opinion leaders
- Habitual buyers
- Social networkers
- Stealth marketers
- Buzz marketers
Q45. Which product(s) will most likely be intensively distributed?
- Olympus digital cameras
- BMW cars
- Guess blue jeans
- Coca Cola
- Nike running shoes
Q46. Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. This is most accurately described as the ________ environment.
Q47. Which of the following is a reason for a company to raise its prices?
- to address the issue of over demand for a product
- to win a larger share of the market
- to use excess capacity
- to boost sales volume
- to balance out decreasing costs
Q48. Each culture contains smaller ________ or groups of people with shared value systems based on common life experiences and situations.
- alternative evaluations
- cognitive dissonances
Q49. A society’s _____ are expressed in how people view themselves, organizations, society, nature, and the universe.
- social codes
- cultural values
- public policies
Q50. When a company sets out to analyze, plan, implement, and control sales force activities, the company is undertaking
- sales design
- salesforce management
- group sales efforts
- co-op selling and advertising
- promotional objectives
Q51. Marketing logistics involves getting the right product to the right customer in the right place at the right time. Which one of the following is NOT included in this process?
- planning the physical flow of goods and services
- implementing the plan for the flow of goods and services
- controlling the physical flow of goods, services, and information
- gathering customer’s ideas for new products
- A and C
Q52. Because of ________, a company cannot make its product illegally similar to a competitor’s already established product.
- anti-monopoly laws
- patent laws
- the Consumer Product Safety Act
- product warranties
- product liability
Q53. Which of the following has the highest rating for the speed of data collection and compilation?
- open-ended questionnaires
- personal interviews
- mail surveys
- Internet surveys
- ethnographic research
Q54. Following is a company’s power to escape price competition and to justify higher prices and margins
- Variable cost
- Pricing power
- Target cost
- Fixed cost
- Unit cost
Q55. Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements?
- individual interviewing
- Internet surveys
- telephone surveys
- ethnographic research
- observational research
Q56. Promotional pricing can have all of the following adverse effects EXCEPT
- creating deal-prone customers
- eroding the brand’s value in the eyes of customers
- giving pricing secrets away to competitors
- becoming addicting to both the customer and business
- instigating industry price wars