NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES
(DEEMED UNIVERSITY)
DISTANCE LEARNING PROGRAMMES IN MANAGEMENT
MAY 2005 EXAMINATION
MARKETING MANAGEMENT /
CONCEPTS IN MARKETING MANAGEMENT
DHRM / PGDHRM I / DBM / PGDBM I / DMM /
PGDMM I /DFM / PGDFM I / ADBM / ADSCM
DATE : 10 / 5 /2005
TOTAL MARKS : 100
TIME :2 PM TO 5 PM
Fill in the blanks
( 25 Marks)
1.
a.
b.
c.
___________ competition means all other products which could be bought by the same money.
Brand
Form
Generic
2.
a.
b.
c.
The 1st P of marketing mix is ____________.
Product
Price
Promotion
3.
a.
b.
c.
The "Place" P of marketing mix offers customers.
Communication
Solution
Convenience
4.
a.
b.
c.
In _______________ concept, product is the focal point of attention.
Marketing
Selling
Production
5.
a.
b.
c.
A want when backed by ability to pay becomes __________.
Desire
Need
Demand
6.
Quality, features, style options, brand name, packaging, guarantees and warranties and service are
related to _____________which element of the marketing mix.
Place
Price
Product
a.
b.
c.
1
7.
a.
b.
c.
_______________ is to get the maximum possible cash flow from the business with an end objective of
closing down or selling off the business.
Harvesting
Divesting
Building
8.
a.
b.
c.
____________is when business enjoys positive cash flow.
Dog
Star
Cash cow
9.
____________ is where the company diversifies into product lines which are totally unrelated in terms
of technology required, customers served, etc.
Concentric growth
Horizontal
Conglomerate diversification
a.
b.
c.
10.
a.
b.
c.
d.
e.
In terms of the BCG growth-share matrix, businesses in high-growth industries with low market shares
are termed as _____________.
stars
Cash cows
Question marks
Wolves
Dogs
11.
a.
b.
c.
___________ sources means family, friends, neighbours, acquaintances.
Commercial
Experiential
Personal
12.
a.
b.
c.
____________ sources means handling, examining & using the product.
Commercial
Personal
Experiential
13.
a.
b.
c.
_____________ is a person who first suggests the idea of buying the particular product or service.
Decider
Initiator
Influencer
14.
a.
b.
c.
____________ is a person whose views or advice caries some weight in making the final decision.
Initiator
Influencer
Decider
2
15.
a.
b.
c.
____________buys behaviour is displayed for salt.
Habitual
Variety-seeking
Dissonance-reducing
16.
a.
b.
c.
_______________ in sample selection is an important characteristic to ensure a representative sample.
Randomness
Validity
Reliability
17.
a.
b.
c.
_____________ sample means the researcher selects the most accessible population members.
Quota
Judgement
Convenience
18.
a.
b.
c.
____________ sample means the researcher selects population members who are good prospects for
accurates information.
Quota
Judgement
Convenience
19.
a.
b.
c.
____________ error can not be quantified.
Sampling
Non- sampling
Total
20.
a.
b.
c.
______________ is the act of designing a set of meaningful differences to distinguish the company's
offering from competitor's offering.
Differentiation
Positioning
Segmentation
21.
a.
b.
c.
___________ is the basic benefit that a customer seeks from product.
Augmented
Core
Expected
22.
a.
b.
c.
___________ goods are with unique characteristics which serve a niche market.
Shopping
Convenience
Specialty
23.
a.
b.
c.
____________ of product mix refers to how many variants are offered of each product in the line.
Depth
Length
Width
3
24____________ extension means brand name extended to new sizes or flavours with the existing product
category.
a.
Brand
b.
New
c.
Line
25___________ are the most rigid customers who are not willing to change.
a.
Innovators
b.
Laggards
c.
Early adopters
TRUE OR FALSE
( 25 MARKS )
1.
In Going-Rate Pricing, the firm bases its price largely on competitors' prices.
2.
Low quality trap means consumers who buy your product because of the low price would be likely to
shift loyalties if another low-priced product was introduced in the market.
3.
Selective Distribution between exclusive and intensive distribution, there is extensive distribution.
4.
In multichannel system, two or more unrelated companies put together resources or programmes to
exploit an emerging marketing opportunity.
5.
Selective distortion is the personal interpretation of each individual which tends to change the meaning
of the message to fit one's own preconceptions.
6.
Rational Appeal is where the content clearly elicits the qualities, benefits, and features of the product.
7.
The learn-do-feel sequence is adopted for most high-involvement products where product differentiation
is high, and /or product visibility is high.
8.
Expert channels are where you have the company salesman or representative contacting buyers and
explaining the benefits of the product.
9.
A push strategy creates a demand in the market through heavy advertising and consumer promotions.
10.
The organization has to be promoted to the customers. This is done by way of advertising, brand
building, managing the evidence, etc. This is known as interactive marketing.
11.
Responsiveness the ability to perform the promised service dependably and accurately.
12.
Market positions is the process by which the market is divided into distinct sub-sets of customers with
similar needs and characteristics which lead them to respond in a similar way to a particular product or
offering and strategic marketing programme.
An attitude describes a person's enduring favourable or unfavourable cognitive evaluations, emotional
feelings and action tendencies toward some objector idea.
13.
4
14.
Product concept holds that consumers will favour those products that offer the most quality, variety,
performance, or innovative features, irrespective of the value offered by the product to the consumer.
15.
Omnibus surveys are surveys conducted by research agencies at regular intervals for a number of clients.
16.
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
17.
Line stretching could be either downmarket, upmarket, or a two-way stretch.
18.
Cycle-recycle pattern is where sales pass through a succession of life cycles as one discovers new uses,
users and product characteristics.
19.
Early majority are those who follow the innovators. They are the ones who do not want to be left behind.
20.
Companies charge a fairly low price for a high-quality offering.
21.
Optional feature pricing this policy is followed by companies that sell products which require the use of
other products; like cameras and film, razors and razor blades.
22.
Personal selling is very effective in the later stages of the buying process, particularly in building up
buyer preference, conviction, and action.
23.
Maximum market share or market penetration is the objective that is generally followed by companies
which operate in a highly price sensitive market, and where economies of scale result in lower
production costs with increased production.
24.
Difficult-comparison effect buyers are less price sensitive when they can not easily compare the quality
of substitutes.
25.
The mission statement gives a sense of purpose, direction and opportunity to the employees, a sense of
sharing a common objective and working towards it in a cohesive manner.
Answer Any 2 questions out of 3
( 25 MARKS EACH )
Q.1
All organizations whether profit or non-profit organizations need marketing. Justify with relevant
examples.
Q.2
Select any one basis for segmentation of Cars. Show how each of the segments are different in terms of
requirements.
Q.3
Describe the positioning & marketing mix of a brand of your choice.
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