Pakistan Institute of Quality Control

Marketing Management

1. Marketers help move goods and _____________ through the creation and production
process.
(product, brands, services)

2. Marketers help move the goods and services to __________________.

(consumers, purchasers, buyers)

3. Marketing is the process of creating consumer _______________ in the form of goods,

services, or ideas that can improve the consumer’s life.
(interest, value, desire)

4. Marketing identifies and satisfies customers’ __________________.

(needs, requirement, demands)

5. Marketing can also be defined as process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and ________________.
(products, services, personality)

6. A modern marketing system includes all of the elements necessary to bring buyers and
_________________ together.
(suppliers, vendors, sellers)

7. A human _______________ is a state of felt deprivation..

(need, want, preference)

8. A human ____________________ is the form that a human need takes as shaped by

culture and individual personality.
(need, want, preference)

9. Demands are human wants that are backed by _______________ power.

(selling, purchasing, buying)

10. People demand products with the _________________ that add up to the most
satisfaction.
(features, benefits, attributes)

11. A product is anything that can be offered to a market to _______________ a need or

want.
(meet, satisfy, match)

12. Marketing ________________ is caused by shortsightedness or losing sight of

underlying customer needs by only focusing on existing wants.
(myopia, focus, sight)

13. Customer value is the difference between the values that the customer gains from owning
and using a product and the _______________ of obtaining the product.
(price, money, costs)

14. Customer satisfaction depends on a product’s perceived performance in delivering

__________________ relative to a buyer’s expectations.
(value, satisfaction, benefits)

15. Quality has a direct impact on product or service ____________________.

(delivery, performance, usage)

16. __________________ is the act of obtaining a desired object from someone by offering
something in return.
(buying, selling, exchange)

17. In exchange, each party must have something of ___________________ to the other.
(value, price, cost)

18. A transaction is marketing’s unit of __________________.

(exchange, selling, measurement)

19. A market is the set of actual and __________________ buyers of a product.

(future, potential, prospective)

20. ___________________ factors exert the broadest and deepest influence on consumer
behavior.
(personal, social, cultural)

21. _______________ is the most basic cause of a person's wants and behavior.
(personal, social, cultural)

22. The buyer's age and lifecycle stage, occupation, economic situation, lifestyle represents
_________________ characteristics.
(personal, social, cultural)

23. The ___________________ is the most important consumer buying organization in

society.
(group, family, class)

24. A __________________ consists of the activities people are expected to perform

according to the persons around them.
(role, status, position)

25. Lifestyle captures something more than the person's social class or ________________.
(personality, status, role)

26. __________________ refers to the unique psychological characteristics.

(personality, status, role)

27. A __________________ is a need that is sufficiently pressing to direct the person to seek
satisfaction.
(desire, choice, motive)
28. _____________________ is the process by which people select, organize, and interpret
information to form a meaningful picture of the world.
(belief, learning, perception)

29. ________________ describes changes in an individual's behavior arising from

experience.
(belief, learning, perception)

30. A ___________________ is a descriptive thought that a person has about something.

(belief, learning, perception)

31. Consumers undertake _________________ buying behavior when they perceive

significant differences among brands.
(habitual, regular, complex)

32. _________________ buying behavior occurs under conditions of low consumer

involvement and little significant brand difference.
(habitual, regular, complex)

33. In need recognition stage of buying process, the buyer recognize a _________________
or need?
(choice, problem, preference)

34. Purchase alternatives evaluation depends on the individual consumer and the specific
__________________ situation.
(selling, buying, supplying)

35. In the ____________________ stage, the consumer ranks brands and forms purchase
intentions.
(search, information, evaluation)

36. In __________________ stage, the consumer becomes aware of the new product, but
lacks information about it.
(evaluation, interest, awareness)

37. In ____________________ stage, the consumer seeks information about the new
product.
(evaluation, interest, awareness)

38. In ____________________ stage, the consumer considers whether trying the new
product makes sense.
(evaluation, interest, awareness)

39. In ____________________ stage, the consumer seeks information about the new
product.
(evaluation, interest, awareness)

40. In ____________________ stage, the consumer considers whether trying the new
product makes sense.
(evaluation, interest, awareness)
41. Through market ___________________, companies divide large, heterogeneous markets
into smaller segments.
(segmentation, targeting, positioning)

42. Through market __________________, each market segment's attractiveness is

evaluated.
(segmentation, targeting, positioning)

43. Through market ___________________, a detailed marketing mix is created to establish

competitive differentiation.
(segmentation, targeting, positioning)

44. The _________________ marketing argument is that it creates the largest potential
market, which leads to the lowest costs.
(segment, niche, mass)

45. In ___________________ marketing, a group with a distinctive set of traits is defined.

(segment, niche, mass)

46. _____________________ segmentation divides the market into groups based on

variables such as age, gender, income, occupation etc.
(behavioral, psychographic, demographic)

47. ____________________ segmentation calls for dividing a market into different groups
based on social class, lifestyle, or personality characteristics.
(behavioral, psychographic, demographic)

48. _______________ segmentation involves dividing a market into groups based on

consumer knowledge, attitudes, uses, or responses to a product.
(behavioral, psychographic, demographic)

49. User rate, _______________ status, loyalty status are also used to segment markets.
(selling, buying, user)

50. Benefit segmentation involves dividing the market into groups according to the different
benefits the consumers seek from the ___________________.
(company, outlet, consumer)

51. A product is anything that can be offered to market that might _________________ a
want or need.
(fulfill, satisfy, meet)

52. Services are a form of product that are essentially __________________ and do not
result in the ownership of anything.
(intangible, tangible, physical)

53. The ________________ product is the problem solving benefits that consumers are
really buying when they obtain a product or service.
(core, actual, augmented)
54. The ________________ product may have as many as five characteristics.
(core, actual, augmented)

55. The _________________ product includes any additional consumer services and
benefits.
(core, actual, augmented)

56. ____________________ products are consumer products and services that the customer
usually buys frequently.
(shopping, convenience, specialty)

57. Customers compare ___________________ products carefully on suitability, quality,

price, and style.
(shopping, convenience, specialty)

58. ____________________ products are consumer products and services with unique
characteristics or brand identification.
(shopping, convenience, specialty)

59. Capital items are ___________________ products that aid in the buyer's production or
operations.
(business, consumer, industrial)

60. A marketing channel is set of interdependent organizations involved in the process of

making a product or service available for ____________ or consumption.
(sale, use, market)

61. User rate, _______________ status, loyalty status are also used to segment markets.
(selling, buying, user)

62. Channel structure has three basic dimensions: the ______________ of the channel, the
intensity at various levels, and the types of intermediaries involved.
(types, length, series)

63. ___________________ distribution means that there are a smaller number of

intermediaries.
(exclusive, intensive, selective)

64. Promotion function of channel means developing and spreading persuasive

__________________ about an offer.
(selling, marketing, communication)

65. Physical distribution function of cannel means transporting and _______________

goods.
(storing, keeping, managing)

66. Financing function of channel is related to acquiring and using funds to cover the
________________ of the channel work.
(expenses, costs, prices)
67. Channel _____________, called a direct marketing channel, has no intermediary levels.
(one, two, three)

68. Channel ________________ has both wholesaler and retailers.

(one, two, three)

69. Advertising is any paid form of non-personal presentation and promotion of ideas,
goods, or services by ________________ sponsor.
(investing, identified, un-identified)

70. Sales promotion is short-term __________________ to encourage the purchase or sale

of a product or service.
(awards, commissions, incentives)

71. A marketing communicator starts with a clear target __________________ in mind.

(consumers, audience, customers)

72. There are three types of appeals: rational, ________________, and moral.
(emotional, fear, happiness)

73. Non-personal communication channels are ________________ that carry messages

without personal contact or feedback.
(vehicles, tools, media)

74. Three characteristics of direct marketing are nonpublic, _________________ and

customized.
(immediate, urgent, instant)

75. Using a _____________ strategy, the producer directs its marketing activities toward
final consumers to induce them to buy the product.
(push, pull, drag)