1

CHAPTER 1
E-PATSHAL

1.1 INTRODUCTION
E-PATSHAL is the partnership concern which provides the educational platform for all the set of
students. The main process of this company provides the application and the websites for the
education purpose. It was found by Karthikeyan Jawahar & Vivek in Coimbatore in the year
2014 Jan. But this concern is the Singapore based registered.
HISTORY
E-PATSHAL came in existence on 24 Jan 2014 as a partnership firm. Private Limited. It started
off by selling imported education portal and applications. In 2014, it obtained a license from the
Government of Singapore
ORGANIZATION PROFILE
Introduction
E-PATCHAL is the partnership concern which is not yet been started in India but it Is
Singapore registered in the year 2014
th
January 24.The major objective of this company
is to reduce the gap between the student and education .We combine our strong capability
in core web technologies with our understanding of various business processes and
functional domains in providing you a unique solution that is best suited for your
business.



2

Type of the organization:
This is partnership ship firm which consist of two shareholders sharing their profit equally.

1.1.1 Members of Management:
MR.KARTHIKEYAN JAWAHAR
MR.VIVEK
1.1.2 Product and services of the organization:
Web Application Development
Web Portal Development
E-commerce Development
Website Design & Development
Domain registration
Web hosting

1.1.3 HISTORY:
Founders of Karma Innovation founded the problem between the student and their
education. So finally it started in the year Jan 2014.The major objective of this company
is to reduce the gap between the student and understanding of the subject.
1.1.4 VISION AND MISSION STATEMENT:
Vision:
Promote the company & to contribute the betterment of education.
Mission:
We are committed to make difference in education and understandability.
3

1.2 ORGANISATION CHART:


1.3 CSR INITIATIVES & OTHER DETAILS:
As it is a startup concern it has no yet started in any activities but it is more focused to
serve the society by initiating various CSR activities.










Founders
Employees
4

CHAPTER 2
MICRO AND MACRO ANALYSIS
2.1 MICRO ENVIRONMENT:


CUSTOMERS:
This company is targeting College Students & Education institutions as their customers.
EMPLOYEES:
It is in a startup stage of the process. So currently it runs with only two numbers namely
Karthikeyan Jawahar and Vivek as founders.
COMPETITOR:
Laszlo Systems, Inc.
Cyberspace HQ
Curl Corporation
Op Source Inc.
5

2.2 PESTLE ANALYSIS:
Political:
Some of the current developments in the Political environment include the liberalization of
closed economies and greater level of foreign trade. While this opens up new markets as China,
it also fuels competition from the likes of India offering cheap outsourcing options. Recent
turbulent conditions marked by escalated terrorist attacks disrupt the overall operations of the
world markets. The political instability is also curbing potential for industrial development,
which is crucial for the growth of companies such as Microsoft Corporation.
Social & Cultural:
This factors consist of changing demographics, patterns of employment, lifestyles and attitudes.
More and more people are becoming technology savvy and the new generations are highly
computer literate. A higher percentage of women across the world are employed, increasing the
consumer base for computer products. The concept of home computers is well accepted. The
ageing population of the world may hold adverse effects for the industry in the time to come, as
the number of people working will be drastically reduced up to 35% of population while over
50% will be retired.
Technological Factors:
Technological developments include wide scale use of personal computers, rapid growth of
Internet usage and integration of information technology to drive key processes of organizations.
IT solutions as Decision Support Systems, Data Mining and Warehousing, IT Aided Customer
Relationship Management programs, Computer Aided Designing and Production Facilities,
Transaction Processing Systems and host of other IT integrated business processes are
increasingly used as a leverage of competitive advantage. The convergence of multimedia
options of audio, video and data is providing powerful usage options, further expanding product
potential.


6

Economic Factors:
Economic forces can be noted in the slowdown in the global economy and the increased
competition from cheaper sources as India. The turbulent currency markets also affect large-
scale global companies as Microsoft, increasing financial risks. The aging population of the
world will retire in time to come, leaving smaller percentage of world population in the
workforce. This trend is likely to affect the world economy adversely, slowing down growth and
development across the world.
2.3 SWOT ANALYSIS:
Strength:
1. Diversifying was policy of E-Patshal which will help in cross branding
2. Continuous innovation can make
3. They targeting is students which will help for the long run.
4. Feedback from viewers to minimize the threat of losing by taking step
5. It is a process in full actionable agreement with some of the defining characteristics of
learners in the third millennium.
6. It provides considerable customization of learning related to the needs of the learner.
Weakness:
1. Outsourcing of knowledge based activities
2. Technology problems which is a problem with whole industry is a major threat
Opportunity:
1. Foreign markets and increase in purchasing power
2. Live events and entertainment
Threat:
1. Increasing complexity in structure of administration
2. Completion from local competitors as it is diversifying foreign soil
7

CHAPTER 3
FUNCTIONAL AREA
3.1 MARKETING DEPARTMENT
This firm doesnt have any market share right now. The competition is high in the field. And
some competitors
Laszlo Systems, Inc.
Cyberspace HQ
Curl Corporation
OpSource Inc.
Positioning:
E-Patshal positioned as an Educational supporting programs and application since it is an
educational application.
Targeting:
The company has targeted their customers are like students, educational institutions since it is an
educational application.
Segmentation:
This company has segmented their customers by the location. Depends upon the location the
firm will change their product. Why because it is also going to implement in Singapore as
international business.
Complaints handling:
Complaints will be getting from online and will be resolved very quickly.


8

CHAPTER 4
FIELD STUDY
4.1 CUSTOMER SURVEY
A survey using questionnaire was conducted to know the students perspective on the
effectiveness of using e-learning.
4.1.1 Research Objectives:
To determine the students level of exposure to e-learning.
To investigate the effectiveness of using e-learning students.
To determine the advantages and disadvantages of e-learning
To determine the access of learning preferred by the learners.
4.1.2 SCOPE OF THE STUDY
The study is conducted in Coimbatore. Data collection is limited to 2 weeks duration. The
respondents who use e-learning sources were identified for the study purpose.
4.1.3 METHODOLOGY
Nature of study: The study assumes nature of descriptive research.
Sampling technique: The sample size constitutes of 33 respondents.
Method of data collection: The study depends on primary data collection. Data
collection is done through questionnaire which has open and close ended questions.
Tools for analysis: Descriptive analysis and mean score is used for data analysis.
The project used a range of qualitative approaches to data collection, comprising a
systematic literature review, questionnaire survey.

9

Research Design
This quantitative study involved 33 secondary school students studying at College and school
students .Copies of a questionnaire consisting of four sections were used as instruments to
collect data. Section 1 contains demographic factors of the students. Section 2 was to identify the
students exposure to E-learning. Section 3 was to investigate the effectiveness of using E-
learning among the secondary school students. The last section of the questionnaire was to
determine the advantages and disadvantages of E-learning from the perspectives of the students.














10

4.2 ANALYSIS AND INTERPRETATIONS
This section deals with the analysis and interpretation of data collected through
Questionnaire. Findings are presented in the form of tables and charts under various headings as
given below.
4.2.1 Demographics
Demographic profile of the respondents in the survey of e-learning users is presented
below.
Table 4.2.1.1 Gender
Gender No of Respondents Percentage
Male 21 63.6
Female 12 36.3
Total 33 100

It is inferred from the above table it can be seen that majority (63.6%) of the respondents are
male.
Chart 4.2.1.1 Gender


63.6%
36.3%
Gender
Male Female
11

Table 4.2.1.2 Age
Age No of Respondents Percentage
15-20 years 0 0
21-25 years 28 84.8
25-30 years 4 12
30-40 years and above 1 3.2
Total 33 100

It is inferred from the above table it can be seen that majority (84.8%) of the respondents are
belong to 21-25 age.
Chart 4.2.1.2 Age




0
84.8%
12%
3.2%
Age
15-20 21-25 25-30 30-40
12

Table 4.2.1.3 Educational Qualification
Educational Qualification No of Respondents Percentage
School Level 3 9.3
Under-Graduation 25 75.7
Post-Graduation 5 15
Ph.D. 0 0
Total 33 100


It is inferred from the above table it can be seen that majority (75.7%) of the respondents are
Under Graduates.
Chart 4.2.1.3 Educational Qualification



9.3%
76%
15%
0
Qualification
High school UG PG Ph.D
13

Table 4.2.1.4 Employment Status





It is inferred from the above table it can be seen that most (45.5%) of the respondents are
students.
Chart 4.2.1.4 Employment Status





24.2%
30.3%
45.5%
Employment Status
Full time education Half time education Student
Employment No of respondents Percentage
Fulltime 8 24.2
Halftime 10 30.3
Student 15 45.5
Total 33 100
14

4.2.2 E-LEARNING USAGE:
Table 4.2.2.1 Place of Access
Access Place No of respondents Percentage
Home/residene 21 63.6
College 7 21.2
Cyber Caf 0 0
Work Place 5 15.2
Total 33 100

It is inferred from the above table it can be seen that majority (63.6%) of the respondents are
using at home & student residence.
Chart 4.2.2.1 Place of Access


63.6%
21.2%
0
15.2
0
5
10
15
20
25
Place Of Access
15


Table 4.2.2.2. YEARS OF EXPERIENCE
Experience No of Respondents Percentage
>1 17 51.5
<1 16 48.4
Total 33 100

It is inferred from the above table it can be seen that majority (51.5%) of the respondents are
having more than one year experience.
Chart 4.2.2.2. YEARS OF EXPERIENCE




51.5%
48.4%
15.4
15.6
15.8
16
16.2
16.4
16.6
16.8
17
17.2
More than 1 year Less than 1 year
EXPERIENCE
16


Table 4.2.2.3 Mode of Using
Mode Of Using No of Respondents Percentage
Online course 18 54.5
Internet 2 6
CD-ROM 1 3
Video tape 6 18.1
Forums 1 3
Others 5 15.1
Total 33 100

It is inferred from the above table it can be seen that majority (54.5%) of the respondents are
using Online course.
Chart 4.2.2.3 Mode of Using


54.5%
6%
3%
18.1%
3%
15.1%
0
2
4
6
8
10
12
14
16
18
20
Online course Internet CD-ROM Video r Audio
tape
Using Internet
discussion
forums
Others
Mode Of Using
17


Table 4.2.2.4 Purpose of Using E-learning
Purpose No of Respondents Percentage
Self-study courses 3 9.2
My academic achievement 3 9.2
Enhances my computer skills 8 24.2
Provides good instructional
learning
7 21
Make my lesson more organized 2 6.4
More effective 10 30
Total 33 100

It is inferred from the above table it can be seen that most (30%) of the respondents are choose e-
learning helps my lesson more effective compare to chalk and talk.
Chart 4.2.2.4 Purpose of Using E-learning

9% 9%
0
24.2%
21.2%
0
6%
0
30%
0
2
4
6
8
10
12
Purpose of E-learning
18

Table 4.2.2.5 Advantages of E-learning
Advantages No of Respondents Percentage
Enables learning at any time 5 15.1
Enables learning at any place 7 21.2
Develops students independence 3 9.09
Assists in the development of study
skills
3 9.09
Students can use tools that best suit
their own learning styles
15 45.4
Total 33 100

It is inferred from the above table it can be seen that most (45%) of the respondents are choose
the Students can use tools that best suit their own learning styles.
Chart 4.2.2.5 Advantages of E-learning



15.1%
21.2%
9.09% 9.09%
45.4%
0
2
4
6
8
10
12
14
16
Enables learning at
any time
Enables learning at
any place
Develops students
independence
Assists in the
development of
study skills
Students can use
tools that best suit
their own learning
styles
Advantages
19


Table 4.2.2.6 Disadvantages of E-learning
Disadvantages
No of
Respondents
Percentage
Expensive to buy the devices 5 15.1
Reduced face to face contact between teachers 5 15.1
Students may be required to buy or go to cyber cafe if
they want to use computer
1 3.03
Reduced face to face contact between friends 7 21.2
Technical difficulties may give barriers to students
learning
13 39.2
Others 2 6.06
Total 33 100

It is inferred from the above table it can be seen that most (39.3%) of the respondents are choose
technical difficulties may give barriers to students learning.
Chart 4.2.2.6 Disadvantages of E-learning


15.1% 15.1%
3.03%
21.2%
39.3%
6.06%
0
2
4
6
8
10
12
14
Expensive to buy
the devices
Reduced face to
face contact
between
teachers
Students may be
required to buy
or go to cyber
cafe if they want
to use computer
Reduced face to
face contact
between friends
Technical
difficulties may
give barriers to
students
learning
Others
Disadvantage
20

Table 4.2.2.7 Activities have you found irrelevant
Irrelevant No of Respondents Percentage
Forums 3 9.09
Exercises 12 36.3
Calendar 1 3.03
Quizzes 14 42.4
Others 3 9.09
Total 33 100

It is inferred from the above table it can be seen that most (30%) of the respondents are choose
quizzes.
Chart 4.2.2.7 Activities have you found irrelevant



9.09%
36.3%
3.03%
42.42%
9.09%
0
2
4
6
8
10
12
14
16
Forums Exercises Calendar Quizzes other (specify)
Irrelevant
21


Table 4.2.2.8 participating to this E-learning
Participating No of Respondents Percentage
Compulsory 0 0
Elective 1 3.03
Interesting 21 63.6
Recommended by friend 7 21.2
Easy credit units 4 12.1
Total 33 100

It is inferred from the above table it can be seen that majority (63.6%) of the respondents are
choose are interested.
Chart 4.2.2.8 participating to this E-learning


0
3.03%
63.6%
21.2%
12.1%
0
5
10
15
20
25
Compulsory Elective Interesting Recommended by
a friend
Easy credit units
Participating because
22



Table 4.2.2.9 Best learning style
Styles No of Respondents Percentage
Learning by listening 4 12.1
Learning by seeing 10 30.3
Learning by experimenting & feeling 19 57.5
Total 33 100

It is inferred from the above table it can be seen that most (57.5%) of the respondents are choose
the learning by experimenting & feeling

Chart 4.2.2.9 Best learning style



12.1%
30.3%
57.5%
0
2
4
6
8
10
12
14
16
18
20
Learning by listening (Auditory) Learning by seeing (Visual) Learning by experimenting and
feeling (Kinesthetic)
Best of Styles
23



4.3 RECOMMENDATION:
E-learning was being used quite extensively as a preparation and presentational tool.
E-learning should be based on their time flexibility and to more entertainment contents
such like quiz and marks.
Provide e-learning resources to use in the classroom.
4.4 CONCLUSION

The majority of responds claimed to be confident in their e-learning use and were broadly
positive about their current e-learning practice. Most felt there was an expectation that they
should be using e-learning and nearly two- thirds were determined to use e-learning to its full
potential, however the majority also qualified their enthusiasm by saying that e-learning was
only one useful tool.












24

CHAPTER 5
LEARNINGS
From the study conducted there were lots of real time experiences and learnings which are
listed below
Marketing Department - Functions of marketing department was learnt. The different
marketing strategies, promotional mix, price fixation for the products and packaging methods
was learnt.
Questionnaire - The process of framing a questionnaire was learnt. The Importance of placing
appropriate words in a questionnaire, sequencing the questions in an order and to frame a precise
questionnaire was learnt. The difficulties to be faced while getting a questionnaire filled was
understood.
Field Study The Factors influencing while using e-learning was understood. I was able to
gained knowledge about e-learning.
Corporate Culture - I came to know about the corporate set up and work culture in the
corporate office. I could understand the importance of decision making.









25

QUESTIONNAIRE
DEMOGRAPHIC FACTORS
1. Name:____________________
2. Gender:
A. Male
B. Female
3. Age:
A. 15-20
B. 21-25
C. 25-30
D. 30-40
E. 40 above
4. Education completed
A. High school
B. Under graduate
C. Post Graduate
D. PH.D
5. Employment Status:
A. Full time education
B. Part time education
C. Student
6. Places of Students Access to Computer
A. Home/student residence
B. College/University/Learning Centre
C. Cyber caf
D. Work place
26

7. Do you have more or less than 5 years experience?
A. More than 1 years experience
B. Less than 1 years experience

8. Types of E-learning the Students Used
A. Online course (Learn direct)
B. Internet
C. CD-ROM
D. Video or audio tape
E. Using Internet discussion forums
F. Others
9. The Effectiveness of using e-learning among Students
A. E-learning provides me with greater flexibility on free to select either instructor-led or
self-study courses
B. E-learning can give more advantages rather than disadvantages to my academic
achievement.
C. E-learning gives no time barrier.
D. E-learning can enhances my computer and Internet skills
E. E-learning provides good instructional learning program to me even I far from teacher.
F. E-learning provides complete content in my learning with good exercise
G. E-learning helps me to make my lesson more organized.
H. E-learning provides me with different learning styles and can make my learning more
fun.
I. E-learning helps my lesson more effective compare to chalk and talk.



27

10. Advantages of using E-learning
A. Enables learning at any time
B. Enables learning at any place
C. Develops students independence
D. Assists in the development of study skills
E. Students can use tools that best suit their own learning styles
11. Disadvantages of using e-Learning
A. Expensive to buy the devices
B. Reduced face to face contact between teachers
C. Students may be required to buy or go to cyber cafe if they want to use computer
D. Reduced face to face contact between friends
E. Technical difficulties may give barriers to students learning
F. Others
12. Access-to-learning issues
A. None
B. Specific learning difficulty (e.g. dyslexia)
C. Blind or partially sighted
D. Deaf or hard of hearing
E. Wheelchair user or mobility difficulties
F. Mental health difficulties
G. Unseen disability
13. Which features/activities have you found irrelevant?
A. Forums
B. Exercises
C. Calendar
D. Quizzes
E. other (specify)
28


14. Im participating to this E-learning because it is:
A. Compulsory
B. Elective
C. Interesting
D. Recommended by a friend
E. Easy credit units
15. What is your best learning style?
A. Learning by listening (Auditory)
B. Learning by seeing (Visual)
C. Learning by experimenting and feeling (Kinesthetic)












29

REAL TIME ASSIGNMENT
HUMAN RESOURCE MANAGEMENT
1) Which one of the following becomes a creative factor in production?
a) Land
b) Capital
c) Consumers
d) Human Resources
(Answer:- d)
2) The focus of Human Resource Management revolves around
a) Machine
b) Money
c) Men
(Answer: - c)
3) Demand for human resources and management is created by
a) Expansion of industry
(b) Shortage of labor
c) Abundance of capital
(Answer: - a)

30

4) Human Resource Management is primarily concerned with
a) Sales
b) Dimensions of people
(c) External environment
(Answer: - b)
5) HRM aims to maximize employees as well as organizational
(a) Effectiveness
b) Economy
c) Efficiency
(Answer: - a)
6) Human Resource Management function does not involve
a) Recruitment
b) Selection
c) Cost control
d) Training
(Answer: - c)
7) Which one is not the specific goal of human resource management?
a) Attracting applicants
b) Separating employees
31

c) Retaining employees
(Answer: - b)
8) To achieve goals organizations require employees
a) Control
b) Direction
c) Commitment
d) Cooperation
(Answer: - d)
9) Human resource management helps improve
a) Production
b) Productivity
c) Profits
d) Power
(Answer: - b)
10) Personnel management is
a) Pro-active
b) on-going
C) Routine
(Answer: - c)
32

11) An employee is separated from the organization by way of Lay off when
a) When he lacks skills
b) Employer could not employ the employee
c) When he commits a mistake
d) None of the above.
(Answer. b)
12) Employee violate rules of organization as mentioned in the standing orders. Because of
which he has to leave the job is an example of
a) Forced Retirement
b) Premature Retirement
c) Compulsory Retirement
d) Voluntary Retirement
(Answer: - a)
13) Employee become disable due to disease, illness, accident in such case Management may
give him the option of retirement. This is an example of
a) Forced Retirement
b) Premature Retirement
c) Compulsory Retirement
d) Voluntary Retirement
(Answer: - b)
33

14) In Defense under some department after 15 yrs of service, person has to retire from his
post.
a) Forced Retirement
b) Premature Retirement
c) Compulsory Retirement
d) Voluntary Retirement
(Answer:- c)
15) To Avail Voluntary retirement Scheme the employees has to minimum ____ years service
a) 15 years b) 20 years c) 10 years d) 5 years
(Answer: c)
16) An employee terminated due to Alcoholism, Dishonesty or inefficiency is called as
a) Discharge
b) Dismissal
c) Suspend
d) Layoff
(Answer: a)
17) Standard Performance Actual Performance = Training & Development _____________
a) Objective
b) Drawback
34

c) Motive
d) Need
(Answer: d)
18) Donald Kirkpatrick was known for creating the training __________
a) Calendar
b) Module
c) Evaluation model
(Ans: c)
19) Which one of the following is not a part of Process of Human resource planning?
a) Analyzing existing HR
b) Implementation of HR plan
c) Recruitment
(Ans :- c)
20) Process of forecasting, developing & controlling human resource in an enterprise. Is called
as
a) HR Planning
b) HR Audit
c) HR Evaluation
d) HR Control
35

21) Inability of HR to think strategically becomes a barrier for
a) HRP
B) SHRM
C) Strategic Objectives
d) HCM
(Ans :- b)
22) Fast decisions can be taken when the organization Practices
a) SHRM
b) HRD
c) HRM
d) all of the above
(Ans :- c)
23) Which of the following is not a method of On the job Training
a) JIT
b) Job Rotation
c) Mentoring
d) Simulations
(Ans :- d)

36

24) Which of the following is not a method of off the job Training
a) Sensitivity
b) Seminar
c) Under study
d) Conferences
(Ans :- c)
25) Seed Plot is a Latin word which means:
a) Mentoring
b) Planning
c) Seminar
d) Training
(Ans :- c)
26. What is meant by the term 'management by objectives'?
a. A system of giving the authority to carry out certain jobs by those lower down the
management hierarchy
b. The system of management that is based on bringing together experts into a team
c. The setting of objectives to bring about the achievement of the corporate goals
d. The control of the organization by those in the 'head office'
(Ans :- c)

37

27. A manager may delegate any of the following except:
a. Authority
b. Workload
c. Responsibility
d. attendance at meetings to represent the department
(Ans :- c)
28. Workforce planning involves all of the following except:
a. Organizing the training of staff
b. forecasting future personnel requirements
c. examining production plans in a factory
d. preparing and maintaining personnel records
(Ans :- a)
29. Maslow, in his triangle of human needs, showed that
a. having challenging new tasks is a basic human need
b. money always motivates workers
c. safety and security is a low order human need
d. workers will not give of their best unless they have good social events provided by the firm
(Ans :- c)
30. Piecework is a payment system where the worker is
a. paid overtime for any hours worked beyond 25 per week
b. rewarded for good conduct
c. is paid a minimum of 4.20 per hour
d. is paid for what he or she achieves
(Ans :- d)

31. Which of the following will NOT result following the introduction of a more decentralised
system of management?
a. Increased motivation amongst those empowered to make decisions
38

b. Greater consistency in the decisions made
c. The development of skills amongst the junior members of the management team
d. An increase in the speed at which essential decisions are made
(Ans :- b)
32. An advantage of recruitment from outside the company is
a. that it is cheaper than internal recruitment
b. that there is no need to advertise the vacancy
c. that it brings in new experience and skills to the firm
d. that it avoids jealousy within the firm
(Ans :- c)
32. When designing his hierarchy of needs triangle Maslow did NOT include one of these. Was
it?
a. Good wages and salaries and working conditions
b. The need to feel secure at work with adequate financial rewards such as pensions to assist one
later in life
c. The need to build a career path
d. Opportunities for team working and social events that allow a sense of belonging to emerge
(Ans :- c)
33. When deciding on objectives for management it is advised that companies should aim to
achieve 'SMART' within these. Which of the following is NOT part of the SMART scheme?
a. The need to be Specific in the choice of objectives
b. The need to make objectives Tangible
c. All objectives must be Measurable
d. For personnel to feel capable of reaching objectives they must be Achievable
(Ans :- b)

39

34. Which of the following is a reason for introducing a matrix management system?
a. Because it allows for an easily understood functional responsibility chart to designed
b. The management can increase the use of delegation within the organisation
c. The senior management wants to develop a clearly defined set of responsibilities
d. A more centralized system of control is required
(Ans :- c)
35. What is meant by the term functional management?
a. A system of business organization that is based on an individual having a wide range of skills
needed to administer a business
b. A type of management that is based more on personality
c. A system that groups together various jobs and is organised by departments, sections or
functions
d. A system that supports a flat form of command chain
(Ans :- c)
36. What is meant by the term delegation?
A system of management that relies on consulting employees before making decisions
a. The process of using goals as the best way of motivating managers to achieve corporate
targets/objectives
b. The giving of tasks by a manager to a subordinate
c. A style of management supported by FW Taylor
(Ans :- b)

37. Which of the following is a reason for supporting a wider span of control within an
organization?
a. The management wants to reduce the opportunities for delegation
b. There is a need for tighter control within the business
40

c. The business accepts that within its management there will be increased contact between
managers and employees
d. Management wishes to introduce a process of de-layering
(Ans :- b)
38. Which of the following is NOT a characteristic of a narrow span of control?
a. There is less opportunity to delegate
b. This form of span of control creates a smaller hierarchy within the business
c. Supervision and control are tighter
d. The distance between the top and bottom of the organisation is greater
(Ans :- c)
39. The effectiveness of wide spans of control will depend on:
a. ability of the chosen manager to control effectively those under their control
b. Designing a complex set of tasks for less senior personnel to perform
c. Employees being treated in a more Theory X way (McGregor) and not left to supervise their
own working environment
d. The senior management wishing to encourage promotion from within its current staff
(Ans :- a)
40. Which of the following is the best definition of a centralized management system?
a. A system that encourages empowerment of workers
b. A management structure that concentrates on developing the skills of junior personnel
c. A system that involves authority and responsibility for decision-making being in the hands of
senior managers
d. A system that encourages faster decision-making
(Ans :- c)
41

41. Most management teams use 'appraisal' but what is meant by this term?

a. A system used to improve the performance of personnel.
b. The main way in which an employees wages are determined.
c. A system of reward points offered by retailers to attract customer loyalty.
d. The evaluation of an individual employee's performance over a given period of time.
(Ans :- d)
42. In recent years autonomous working groups have come to play an important part in many
businesses. What are their essential features?
a. The group reports directly to the senior management above them in the hierarchy of the firm.
b. The creation of teams which have a high level of autonomy and control over their immediate
working environment.
c. The bringing together of various individuals who have a common interest in solving certain
problems.
d. A group of experts brought into research new ways of producing a product.
(Ans :- b)

43. Ineffective planning of workforce would be highlighted by:
a. Recruitment and selection problems.
b. The need to out source some of the production
c. A need to offer retraining to current employees.
d. An opportunity to increase the use of mechanisation.
(Ans :- a)


42

MARKETING MANAGEMENT

1) Which of the following reflects the marketing concept philosophy?
(a) "You won't find a better deal anywhere."
(b) "When its profits versus customers' needs, profits will always win out."
(c) "We're in the business of making and selling superior products."
(d) "We don't have a marketing department, we have a customer department."
Correct Option: "We don't have a marketing department, we have a customer
department."

2) What does BOGOFF stand for?
(a) Buy One Get One For Free
(b) Bought on Good Offers
(c) Beginning of Great Offer
(d) Buy one and get one official
Correct Option: Buy One Get One For Free

3) A new model of a popular car would be considered:
(a) Dynamically continuous innovation
(b) Discontinuous innovation
(c) . Continuous innovation
(d) Innovation
Correct Option: Continuous innovation
4) Starting with one or two areas and then adding new regions to the distribution area is called:
(a) Rolling launch
(b) Sprinkler strategy
(c) Test marketing
(d) Rolling strategy
Correct Option: Rolling launch

43

5) Selling vodka to Icelanders is an example of:
(a) Geographic segmentation
(b) Behavioral segmentation
(c) Demographic segmentation
(d) None of the above
Correct Option: Geographic segmentation
6) Selling fishing equipment to Icelanders is an example of:
(a) Geographic segmentation
(b) Behavioral segmentation
(c) Demographic segmentation
(d) None of the above
Correct Option: Behavioral segmentation
7) What is copywriting?
(a) Using themes from a competitor's advertising campaign
(b) Repeating themes from previous campaigns
(c) Putting together the verbal elements of the message
(d) None of the above
Correct Option: Putting together the verbal elements of the message
8) What is institutional advertising?
(a) Advertising on behalf of charities
(b) Advertising conducted by the Government
(c) Advertising aimed at building the corporate reputation
(d) All the above
Correct Option: Advertising aimed at building the corporate reputation
9) A marketing audit is used as a ________ tool
(a) Strategic control tool
(b) Business control tool
(c) Planning control tool
(d) None of the above
Correct Option: strategic control tool

44

10) What form of exchange is most typical in commerce?
(a) Mutually, reciprocal exchanges
(b) Centralized, re-distributive exchanges
(c) Long-term, relational exchanges
(d) Short-term, market exchanges
Correct Option: Short-term, market exchanges

11) A useful mnemonic in marketing communications is DRIP. In this mnemonic what does
the letter D stand for?
(a) Distribute
(b) Demonstrate
(c) Deliver
(d) Differentiate
Correct Option: Differentiate

12) Price, Promotion, Product and Place are the defining elements of the:
(a) Marketing Communications Mix
(b) Marketing Mix
(c) Promotional Mix
(d) PRODUCT MIX
Correct Option: Marketing Mix
13) Buying the same brand of toothpaste every month is a typical:
(a) Reciprocal exchange
(b) Market exchange
(c) Redistributive exchange
(d) Relational exchange
Correct Option: Relational exchange




45

14) Potential target audiences for marketing communications are:
(a) Suppliers
(b) Customers
(c) Trade channel partners
(d) All stakeholders
Correct Option: Trade channel partners

15) Which marketing communications tool is characterized by low interaction, high credibility,
low costs and high wastage?
(a) Advertising
(b) Public relations
(c) Sales promotion
(d) Personal selling
Correct Option: Public relations

16) Which marketing communications tool is best for awareness?
(a) Sales promotion
(b) Direct marketing
(c) Personal selling
(d) Advertising
Correct Option: Advertising

17) Which marketing communications tool best encourages action?

(a) Public relations
(b) Advertising
(c) Personal selling
(d) Sales promotion
Correct Option: Personal selling


46

18) Effective marketing communications is:
(a) A simple, one-way process
(b) A two-way process
(c) A dialogue between two or more participants
(d) None of the above
Correct Option: A dialogue between two or more participants

19) Business-to-business marketing communications are usually:
(a) Business-to-business market (b2b)
(b) Business-to-consumer market (b2c)
(c) B2B
(d) None of the above
Correct Option: Business-to-business market (b2b)

20) Most of the marketing communications budget in the b2b market is likely to be allocated to:
(a) Media costs
(b) Sales management
(c) Agency fees
(d) Brand management
Correct Option: Sales management

21) The impact of negative communications is potentially greater in:
(a) Business-to-business contexts (b2b)
(b) Business-to-consumer contexts (b2c)
(c) All the above
(d) None of the above
Correct Option: Business-to-business contexts (b2b)

22) Post-industrial societies are currently witnessing a move:
(a) From relational to market exchanges
(b) From market to relational exchanges
47

(c) All the above
(d) None of the above
Correct Option: From market to relational exchanges

23) The Internet is an example of:
(a) A context
(b) A market place
(c) A marketing medium
(d) A promotional tool
Correct Option: A marketing medium

24) Direct marketing is considered as costing/contributing
(a) Through-the-line
(b) Above-the-line
(c) Below-the-line
(d) None of the above
Correct Option: Through-the-line
25) Marketing communications with an audience known to be seeking information are termed
(a) Permission-based
(b) Intervention-based
(c) Public based
(d) Participant based
Correct Option: Permission-based
26) Which of the following is a key characteristic of business-to-business marketing
communications:
(a) Use of information-based and rational messages
(b) Informality of communications
(c) Short purchase decision times
(d) Small number of people involved with the decision
Correct Option: Use of information-based and rational messages

48

27) Which of the following is regarded as a key criterion when selecting a marketing
communications tool:
(a) Level of available human resources
(b) Level of competitor activity
(c) Level of available financial resources
(d) Level of agency influence
Correct Option: Level of available financial resources
28) Ending prices with 99p is called:
(a) Price lining
(b) Prestige pricing
(c) Odd-even pricing
(d) Even pricing
Correct Option: Odd-even pricing
29) A profit calculated on the basis of a percentage of the selling price is called:
(a) Mark-up
(b) Breakeven
(c) Margin
(d) Competitive
Correct Option: Margin
30) A profit calculated by adding a percentage to the costs of production is called:
(a) Mark-up
(b) Breakeven
(c) Margin
(d) Competitive
Correct Option: Mark-up
31) Which of the following is NOT a marketing objective?
(a) Positioning
(b) Volume sales
(c) Cash flow
(d) All the above
Correct Option: Cash flow
49


32) Advertising used in the early stages of the PLC is called:
(a) Pioneering advertising
(b) First-sage advertising
(c) Launch advertising
(d) None of the above
Correct Option: Pioneering advertising
33) Greater consumer control means that companies must rely more on marketing by
than by __________
(a) Socialization; Information
(B) Producing; Selling
(C) Inspiration; Competition
(D) Interaction; Intrusion
Correct Option: interaction; intrusion

34) Most companies today enter a new market by serving a, and if this proves successful, they
. (a) Single market segment; add segments
(b) Target Market; Reposition
(C) Few Segments; Add More Segments
(D) Niche; Differentiate
Correct Option: few segments; add more segments
35) An increasingly large number of firms are changing their organizational focus from to
. (a) Product Management; Functional Management
(B) Brand Management; Customer Relationship Management
(C) Territory Management; Functional Management
(D) Product Management; Territory Management
Correct Option: brand management; customer relationship management



50

36) Which of the following is the term for customers who make repeat purchases and tell others
about their positive experiences with a product or service?
(a) Full Partners
(B) Butterflies
(C) Satisfied Customers
(D) Customer Evangelists
Correct Option: customer evangelists

37) Good marketing is no accident, but a result of careful planning and ________.

(a) Execution
(B) Selling
(C) Strategies
(D) Tactics
Correct Option: execution
38) the most formal definition of marketing is ________.
(a) Meeting Needs Profitably
(B) Identifying And Meeting Human And Social Needs
(C) The 4ps (Product, Price, Place, Promotion)
(D) An organizational function and a set of processes for creating, communicating, and
delivering, value to customers, and for managing customer relationships in ways that benefit the
organization and its stake holders.
Correct Option: an organizational function and a set of processes for creating,
communicating, and delivering, value to customers, and for managing customer relationships in
ways that benefit the organization and its stake holders.
39) Charles Revlon of Revlon observed: In the factory, we make cosmetics; in the store,
________.
(a) We Make Profits
(B) We Challenge Competitors
(C) We Implement Ads
(D) We Sell Hope
Correct Option: we sell hope
51

40) A key ingredient of the marketing management process is insightful, ________ marketing
strategies and plans that can guide marketing activities.
(a) creative
(b) Measurable
(c) Macro
(d) Niche
Correct Option: creative

41) The task of any business is to deliver ________ at a profit.
(a) Customer Needs
(B) Products
(C) Customer Value
(D) Products and Services
Correct Option: customer value

42) Today, the mass-market is actually splintering into numerous ________, each with its own
wants, perceptions, preferences, and buying criteria.
(a) Micro markets
(b) Market targets
(c) Macro markets
(d) Customer cliques
Correct Option: Micro markets

43) The Japanese have refined the value delivery process to include a component that
emphasizes ________.
(a) Zero servicing
(b) Zero customer feedback time
(c) Zero promotion
(d) Zero marketing costs
Correct Option: zero customer feedback time

52

44) The firms success depends not only on how well each department performs its work, but
also on how well the various departmental activities are coordinated to conduct ________.

(a) Core strategies
(b) Satellite businesses
(c) Core values
(d) Core business processes
Correct Option: core business processes

45) The major responsibility for identifying significant marketplace changes falls to the
________.
(a) Ministry of Labor & Social Affairs
(b) Companys marketers
(c) American Marketing Association
(d) Industry lobby groups found in Washington, D.C.
Correct Option: companys marketers

46) Marketers have extensive information about how consumption patterns vary across
countries. On a per capita basis within Western Europe, the ________ smoke the most cigarettes.

(a) Swiss
(b) Greeks
(c) Irish
(d) Austrians
Correct Option: Austrians

47) The companys marketing information system should be a cross between what managers
think they need, what managers really need, and ________.
(a) What the marketing research department is able to do
(b) What consumers are willing to share?
(c) What is the competition is doing
53

(d) What is economically feasible?
Correct Option: what is economically feasible?

48) A ________ is unpredictable, short-lived, and without social, economic, and political
significance.
(a) fad
(b) Fashion
(c) Trend
(d) Megatrend
Correct Option: fad

49) Which of the following countries is known for having 99 percent of its population literate?

(a) England
(b) Germany
(c) France
(d) Japan
Correct Option: Japan

50) The twenty-first century saw ________ markets grow more rapidly again due to a higher
birth rate, a lower death rate, and rapid growth from foreign immigration.

(a) suburban
(b) Urban
(c) Rural
(d) Coastal
Correct Option: urban



54

51) ________ is the systematic design, collection, analysis, and reporting of data and findings
relevant to a specific marketing situation facing the company.
(a) Marketing intelligence
(b) MIS (marketing information system)
(c) Marketing research
(d) Demographics
Correct Option: Marketing research
52) Companies normally budget marketing research at ________ percent of company sales.
(a) 1 to 2
(b) 2 to 3
(c) 4
(d) 5
Correct Option: 1 to 2

53) All of the following would be among the ways that small companies can conduct marketing
research in creative and affordable ways EXCEPT ________.
(a) Using the Internet
(b) Engaging students to design and carry out projects
(c) Checking out rivals
(d) Hiring syndicated-service research firms to conduct projects
Correct Option: hiring syndicated-service research firms to conduct projects

54) The marketing manager needs to know the cost of the research project before approving it.
During which of the following stages of the marketing research process would such a
consideration most likely take place?
(a) Step 1defining the problem.
(b) Step 1creating decision alternatives.
(c) Step 1drafting the research objectives.
(d) Step 2develop the research plan.
Correct Option: Step 2develop the research plan.

55

55) Some marketers prefer more ________ methods for gauging consumer opinion because
consumer actions do not always match their answers to survey questions.

(a) Quantitative
(b) Qualitative
(c) Psychographic
(d) covert
Correct Option: qualitative

56) If a marketing researcher selects the most accessible population members, he or she would
have selected the ________ sampling method.
(a) Simple random
(b) stratified random
(c) Cluster
(d) Judgment
Correct Option: convenience

57) ________ are adept at building customer relationships, not just products; they are skilled in
market engineering, not just product engineering.
(a) Profit-centered companies
(b) Customer-centered companies
(c) Production-centered companies
(d) Sales-centered companies
Correct Option: Customer-centered companies
58) ________ is the difference between the prospective customers evaluation of all the benefits
and all the costs of an offering and the perceived alternatives.
(a) Perceived usefulness
(b) Failure avoidance rate
(c) Report rating
(d) Customer perceived value
Correct Option: Customer perceived value
56

59) One key to customer retention is ________. It would be wise for a company to measure this
factor frequently.
(a) Heavy promotion
(b) Deep discounts for intermediaries
(c) to have an ethics officer
(d) customer satisfaction
Correct Option: customer satisfaction

60) A ________ customer is a person, household, or company that over time yields a revenue
stream that exceeds by an acceptable amount the companys cost stream of attracting, selling,
and servicing that customer.
(a) Profitable
(b) Semi-profitable
(c) Unprofitable
(d) Niche
Correct Option: profitable












57



REFERENCE
JOURNAL:
The IUP journal of Marketing Management Volume XIII No 1 Feb 2014.
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PHILIP KOTLER, The principles of marketing, Tata Mc Grew-Hill Publishing.
Willian.D.perreault, Jr. Basic Marketing E.J.erom.e.mccarthy.
A.SIVAKUMAR Retail Marketing Excel books publication.
C.R.KOTHARI, Research Methodology New age international publication, 2nd revised
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