Institute of Science, Poona’s

INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH

Wakad, Pune-411 057
MCQ TEST
Subject  –  (201) Marketing Management Date: 22/03/2014
22/03/20 14
Marks:30

Q 1. Which of the following is central to any Q 5. When marketers set low expectations
definition of marketing?
marketing? for a market offering, they run the risk of
a. Demand management  ________.
 b. Making a sale a. Disappointing loyal customers
c. Customer relationships  b. Decreasing customer satisfaction
d. Making a profit c. Failing to attract enough customers
Q 2. At home, at school, at work, and at the d. Incorrectly identifying a target market
local supermarket, Europeans see _____ Q 6. In addition to attracting
attracting new customers
customers
almost everywhere they go. and creating transactions, the goal of
a. Marketing marketing is to ________ customers and
 b. Social marketing campaigns grows their business
c. Demand management a. Recognize
d. Brand experiences  b. Retain
Q 3. According to the simple five-step model c. Educate
of the marketing process, a company needs to d. Entertain
 _____ before
before designing a customer-driven
customer-driven Q 7. Consumer research, product
marketing strategy. development,
development, communication,
communication, distribution,
a. Build profitable relationships with pricing, and service are all core ____
customers activities.
 b. Understand the marketplace and customer a. Customer relationship management
needs and wants  b. Exchange
c. Construct key components of a marketing c. Marketing
 program d. Management
d. Determine how to deliver superior value Q 8. In the case of excess demand, ________
Q 4. When backed by buying power, wants may be required to reduce the number of
become ________. customers or to shift demand temporarily or
a. Exchanges permanently
 b. Demands a. Marketing
c. Physical needs  b. Surplusing
d. Self-esteem needs c. Demarketing
d.  Negotiating
Q 9. Selecting which segments of a
population of customers to serve is called
 ________.
a. Customization
 b. Target marketing
c. Market segmentation
d. Positioning
Q 10. ________ is the set of benefits a
company promises to deliver its consumers to
satisfy their needs.
a. An attribute
 b. A value proposition
c. Good customer service
d. A money-back guarantee
Q 11. Which of the following marketing
management concepts is most likely to lead
to marketing myopia?
a. Customer-driving marketing
 b. Selling
c. Societal marketing
d. Production
Q 12. The product concept says that a
company should ________.
a. Devote its energy to making continuous
 product improvements
 b. Market only those products with high
customer appeal
c. Make promoting products the top priority
d. Improve marketing of its best products
Q 13. The ________ concept holds that
achieving organizational goals depends on
knowing the needs and wants of target
markets and delivering the desired
satisfaction better than competitors do.
a. Marketing
 b. Product
c. Selling
d. Production
Q 14. Which of the following reflects the
marketing concept philosophy?
a. "When it's profits versus customers' needs,
 profits will always win out."
 b. "You won't find a better deal anywhere."
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."
Q 15. When customers don't know what they
want or don't even know what's possible, the
most effective strategy is ________
marketing.
a. Production
 b. Customer-driving
c. Societal
d. Product
Q 16. The ________ concept holds that firms
must strive to deliver value to customers in a
way that maintains or improves both the
consumer's and society's well being.
a. Societal marketing
 b. Selling
c. Equity
d. Marketing
Q 17. The set of marketing tools a firm uses
to implement its marketing strategy is called
the ________.
a. Marketing mix
 b. Promotion mix
c. Marketing effort
d. Product mix
Q 18. Building, keeping, and growing
profitable value-laden relationships with all
customers of a company is called ________.
a. Customer perceived value
 b. Database marketing
c. Societal marketing
d. Customer relationship management
Q 19. To capture the full essence of customer
relationship management, which of the
following should a marketing manager take
into consideration?
a. Capturing a customer's lifetime value
 b. Building overall customer equity
c. Owning customers for life
d. All of the above
Q 20. Customers buy from stores and firms
that offer the highest ________.
a. Value for the dollar
 b. Company image
c. Customer perceived value
d. Concern for society's interests
Q 21. 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. Social customers
 b. Customer evangelists
c. Full partners
d. Satisfied customers
Q 22. Frequent flyer programs offered by
airlines are an example of a ________.
a. Basic customer relationship
 b. Structural benefit provided for top
customers
c. Frequency marketing program
d. Club marketing program
Q 23. Which of the following has not
contributed to the deeper, more interactive
nature of today's customer relationships?
a. E-mail
 b. Traditional advertising
c. Web sites
d. Video sharing
Q 24. Greater consumer control means that
companies must rely more on marketing by
 ________ than by ________.
a. Interruption; involvement
 b. Socialization; information
c. Inspiration; competition
d. Interaction; intrusion
Q 25. Through ________, many companies
today are strengthening their connections to
all partners, from providers of raw materials
to components to final products that are
carried to final buyers.
a. Partnership relationship marketing
 b. Supply chain management
c. Direct marketing
d. Deviated marketing
Q 26. When an airline goes after a "share of
travel" from its customers, it is attempting to
increase ________.
a. Customer loyalty
 b. Customer lifetime value
c. Share of customer
d. Customer ownership
Q 27. The ultimate aim of customer
relationship management is to produce
 ________.
a. Market share
 b. Profits
c. Customer equity
d. A reliable database
Q 28. Which of the following is currently the
fastest-growing form of marketing?
a. Word-of-mouth marketing
 b. Consumer-generated marketing
c. Online marketing
d. Social marketing
Q 29. As part of the rapid globalization of Q 30. Gianfranco Brown now has the buying
today's economy, companies are selling more power to purchase the computer system he
locally produced goods in international has wanted for the last six months.
markets and ________. Gianfranco's want now has become a
a. Competing solely in traditional  ________.
marketplaces a.  Need
 b. Downplaying concerns for social  b. Demand
responsibility c.  Necessity
c. Purchasing more supplies abroad d. Satisfier
d. Reducing competition within their
industry