SYMBIOSIS CENTRE FOR DISTANCE LEARNING (SCDL) Subject: Marketing Management. 3. What options do companies have for intensity of distribution?

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1 Sample Questions: Section I: Subjective Questions 1. What is customer satisfaction? 2. What is test marketing? 3. What options do companies have for intensity of distribution? 4. Explain socio cultural dimensions in brief. 5. What are the points included in exit barriers? 6. Explain in brief the Product Life cycle (PLC). 7. What is positioning? 8. Write in brief about pricing the product at the decline stage. Section II: Objective Questions Multiple Choice Single Response 1. It is an entry into product markets where there are synergies with existing businesses. 1] Market skimming 2] Related diversification 3] Unrelated diversification 4] Market penetration 2. It is a strong internal stimulus compelling action. 1] Drive 2] Response 3] Cue 4] Reinforcement 3. Brands have to update this overtime vis a vis newer and stronger competitors. 1] Repositioning 2] Unique Selling Proposition 3] Point of Differentiation

2 4] Consumer research 4. These are the goods which are bought in a hurry or in crisis situation with no time for thinking or evaluation. 1] Impulse goods 2] Speciality goods 3] Convenience goods 4] Emergency goods 5. It means that services are simultaneously produced and consumed 1] Perishability 2] Reliability 3] Variability 4] Inseparability 6. What is frontal Attack 1] Match opponent 3:1 on all fronts 2] Match opponent 3:3 on all fronts 3] Match opponent 3:5 on all fronts 4] Match opponent 1:3 on all fronts 7. The most important part of the report that executives read: 1] Executive Summary 2] Problem Definition 3] Title Page 4] Table Contents 8. Category of the customer do not tend for a change 1] Explorers 2] Pioneers 3] Skeptics 4] Paranoids 9. Name the factor which affect the internal communication gap. 1] What ever promised & what has been delivered 2] Adequate communication between sales & operation staff 3] Same policies & procedures across branches 4] Over Promising in advertising & personal 10. which type of goods use indirect channels of distribution 1] convenience goods 2] luxury goods 3] Emergency goods 4] Impulse goods Multiple Choice Multiple Response 11. IBM is the company which has diversified into 1] Pressure sensitive tapes

3 2] Magnetic Tapes 3] Power Trains 4] Fabric Coatings 12. How to identify core competency 1] Wide variety of product range 2] Very difficult to copy 3] Customer should benefit over the end product 4] Very costly product 13. Supervision is necessary to check whether 1] Field workers are doing their jobs in the parameters set by the company 2] Quality is being controlled 3] Samples are submitted on time 4] Deviations are accepted 14. How can a firm expand the market 1] Updated data base 2] More usage of the existing product 3] No demand in replacement market 4] More occasions of usage 15. The various types of Strategic Approaches: 1] Counter Feiter 2] Cloner 3] Imitator 4] By passer 16. What are the characteristics of decision support system 1] Managers should give simple instructions as the results taken is within a short period 2] Data can be attended in various ways as and when required 3] Single level of decision making 4] Probing should be done in many 17. Which are the levels at which the customers expectations exist 1] Desired Service 2] Adequate service 3] Multiple service 4] Tangible Service 18. What is a core competence 1] Not a Technology 2] Not a Resource 3] A raw material 4] A Functional Area Fill in the Blanks

4 19. Statistician sifts through the data through :BLANK to identify purchasing patterns and market segments. 1] Data mining 2] Inventory 3] Warehouse 4] Storehouse 20. A :BLANK consists of similar products or products with a certain category. 1] Product width 2] Product line 3] Product depth 4] Product length 21. A buyer's :BLANK depends on his expectation about future prices. 1] Cost price 2] Reference price 3] Selling price 4] Fixed price 22. :BLANK managers realized that blindly chasing market share and customer satisfaction often resulted in margin erosion 1] Marketing 2] Logistics 3] Quality 4] Showroom 23. :BLANK clearly demonstrates the importance of reliable service. 1] Loyalty & pay more 2] Loyalty & switch 3] Switch & Pay more 4] Pay more & Complain 24. Impact of interest rates and :BLANK is direct in the financial services industry. 1] Credit availability 2] Debit availability 3] Principal availability 4] Interest availability 25. Sigmund Freud used :BLANK technique to uncover a person's deepest motivations. 1] Projective 2] Laddering 3] Matrix 4] Welding 26. Consumers wishing to open accounts with banks or apply for durable loans an call up:blank 1] Branch network 2] Direct Sales associates 3] Financial institutions

5 4] sales representative 27. Meeting needs :BLANK. 1] Responsibility 2] Accountability 3] Profitability 4] Suppor 28. :BLANK want to show of success &attract attention. 1] Status Buyer 2] Prestige Buyer 3] Adventure 4] Liberation State True or False 29. Attitudes can be changed or moulded as they are learnt. 30. Companies buy competitor's information and even pay for industrial espionage. 31. Cable network is the example of high globalisation. 32. An understanding of sub cultures is important because sub-cultures are artificial market segments that exist. 33. Information technology is important to inventory management as well as for sales forecasting. 34. Prioritisation of growth strategies is essential for proper allocation of resources and for balancing short term and long term growth. 35. High involvement decisions will involve greater external search due to high perceived risks. 36. Operational decisions in some ways have an impact on the organisation.

6 37. Every element of the marketing mix is a stimuli. 38. Stickiness is considered an important benefit by the customer desiring nourishment Match the Following 39. 1] Strategic decision 2] Operational decision 3] SWOT Analysis used in conjunction with 4] Strategic tool 40. 1] Push Strategy 2] Pull Strategy 3] Channel conflict 4] Channel Power 41. 1] Competitor strategically weaker, price reaction too costly 2] Competitor strategically stronger, price reaction too costly 3] Competitor strategically weaker, price reaction is cost justified 4] Competitor is strategically stronger, price reaction is cost justified 42. 1] A Jack of all trades but Master of none 2] Complete food for children 3] The power to be your best 4] Perceptual maps 1] Investment level 2] Introduce a new pack variant 3] PEST Analysis, Porter's five forces analysis 4] BCG Matrix, GE Matrix 5] PEST Analysis, BCG Matrix 6] Marketing plan 1] "me too " products 2] differentiated image products 3] inequitable relationship 4] Control behaviour of channel members 5] intensive with wide coverage 6] cold chain network 1] Ignore 2] Accommodate 3] Attack 4] Defend 5] Adjust 6] Offend 1] Benefit 2] Complaint 3] Apple Macintosh 4] Ideal points 5] Warehousing 6] Packaging