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Thursday, August 2, 2012

Marketing Management Question Paper - 13

1. Tools Inc. buys hammers, bolts and other hardware items and sells them to hardware shops at a pricethat includes a profit. Tools Inc. would be a part of what kind of market?
[A]Reseller market
[B]Producer market
[C]Institutional market
[D]Target market


2. If Adidas needs to survey retailers attitudes on the availability of product literature in athletic shoe shops and needs the results within four working days, Adidas will probably use a/an_________ survey.
[A]Mail
[B]Telephone
[C]Mall intercept
[D]Personal interview


3. Sony’s communication objective is to achieve 95 percent awareness for its latest camcorder modelduring the six-month introductory period. Which of the following methods can Sony use to set itsadvertising budget?
[A]Affordable method
[B]Percentage of sales method
[C]Objective and task method
[D]Competitive parity method


4. The statement that "It costs five times as much to attract a new customer as it does to keep an oldcustomer" means that firms should
[A]Advertise more
[B]Build lasting customer relationships
[C]Provide quality products
[D]Price their products low


5. Automobile manufacturers such as Maruti, manufacture different models like Maruti800, WagonR andEsteem to cater to different segments with different levels of income. This is an example of
[A]Selective specialization
[B]Product specialization
[C]Market specialization
[D]Full market coverage


6. In examining her firm's recently completed market attractiveness-business position model, Jenna Cook finds that the firm's sportsunglasses unit is high on relative market share and relative market growthrate. Which one of the following strategies would this placement dictate?
[A]Invest
[B]Harvest
[C]Divest
[D]Maintain


7. Seagram Co., which markets alcoholic beverages, acquired Coor Corp, which produces movies andtelevision shows and owns publishing houses, theme parks, and movie theatres. What type of growthstrategy does this acquisition represent?
[A]Conglomerate diversification
[B]Horizontal integration
[C]Concentric diversification
[D]Forward integration


8. The Nike swoosh that is prominent on all of the firm's packaging, products, and advertising is a
[A]Trade name
[B]Corporate mark
[C]Brand name
[D]Brand mark


9. If the frozen foods division of Unilever purchases food trays and boxes from the organization's packaging division, the form of pricing used to charge the frozen foods division is called
[A]Zone pricing
[B]Base-point pricing
[C]Business-unit pricing
[D]Transfer pricing


10. A fruit and vegetable wholesaler buys truckloads of strawberries from local farmers and then dividesthem into 1 kg and half kg baskets to sell to grocery stores. This function is called
[A]Allocation
[B]Assorting
[C]Accumulation
[D]Sorting


11. Trent Wholesale Plumbing has seen its sales in the Southwest triple in the past two years. Materialshandling director Anil Menon announces plans to the board for a Calicutfacility that will combine shipments received from Trent's twenty-five suppliers for nearly immediate shipment to plumbingstores and contractors in the southwest region. This new facility would be best classified as which of thefollowing?
[A]Private warehouse
[B]Public warehouse
[C]Field public warehouse
[D]Distribution warehouse


12. Which of the following services is/are least likely to be franchised?
I. Industrialised services.
II. Highly variable, customised, one-to-one services.
III. Mass-market services.
IV. Low value services.
[A]Only (II) above
[B]Both (I) and (II) above
[C](I), (II) and (III) above
[D](II), (III) and (IV) above


13. Sellers that emphasize factors other than price, such as distinctive product features, quality of products,packaging, etc. to encourage brand preferences among customers are practicing
[A]Oligopolistic competition
[B]Non-price competition
[C]Brand differentiation
[D]Image differentiation


14. Harsha, a trained engineer, is a salesperson for a chemical manufacturer. She provides currentcustomers with advice about a product's characteristics and applications. She is a
[A]Missionary salesperson
[B]Trade salesperson
[C]Field order taker
[D]Technical salesperson


15. Positioning of a product is based on
I. The price charged for the product.
II. The promotional pitch for the product.
III. Product characteristics.
[A]Only (I) above
[B]Only (II) above
[C]Only (III) above
[D]All (I), (II) and (III) above


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