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MKT501: 50 MCQs solved with reference and explanation

Which of the following is a controllable factor for marketers? Select correct option: Competition

Technology

Corporate culture (correct)

Economy

Reference: (Page # 12) CONTROLLABLE FACTORS

a) Line of business: This consists of goods and services category

b) Overall objectives: Numerical goals, etc

c) Role of Marketing: Importance and integration of services

d) Corporate culture: the conditions that exist inside the organization

Relationship marketing is also known as: Select correct option:

Brand marketing

Value marketing

Loyalty marketing (Correct)

Experiential marketing

Reference: (Page # 5) Relationship Marketing focuses on establish and building long term relationship between the company and customer. We also call it loyalty marketing.

The loyalty marketing focuses on establishing long term relationship between: Select correct option:

Company and retailer

Retailer and customer

Retailer and consumer

Company and customer

Reference: (page # 5) Relationship Marketing focuses on establish and building long term relationship between the company and customer. We also call it loyalty marketing.

Which of the following is NOT an objective of discounts?

► Reward valuable customers

► Reward competitors

► Move out-of-date stock

► Increase short-term sales

Page # 44 and lesson # 21

The Purpose of Discounts is to

• Increase short-term sales, • Move out-of-date stock, • Reward valuable customers,

• Encourage distribution channel members to perform a function.

Market price is also known as:

► Effective price (Correct)

► List price

► Retail price

► Wholesaler price

Reference

Page # 44 and lesson # 21

The market price (also called effective price) is the amount actually paid.

Which of the following best describes 3/10 net 40 ROG?

► The buyer must pay within 10 days of receipt of goods but will receive 3% discount if paid in 10 days

► The buyer must pay within 3 days of receipt of goods but will receive 10% discount if paid in 40 days

► The buyer must pay within 10 days of receipt of goods but will receive 3% discount if paid in 40 days

► The buyer must pay within 40 days of receipt of goods but will receive 3% discount if paid in 10 days (Correct)

Page # 45 and lesson # 21

2/15 net 40 ROG - this means the buyer must pay within 40 days of receipt of goods, but will receive a 2% discount if paid in 15 days.

Which of the following is also known as accumulation discounts?

► Trade discount

► Non-cumulative quantity discount

► Cumulative quantity discount

► Quantity discount (Correct)

Page # 45 and lesson # 21

Quantity discounts - These are price reductions given for large purchases. The rationale behind them is to obtain economies of scale and pass some (or all) of these savings on to the customer. In some industries, buyer groups and co-ops have formed to take advantage of these discounts. Generally there are two types: •Cumulative quantity discounts (also called accumulation discounts). These are price reductions based on the quantity purchased over a set period of time. The expectation is that they will impose an implied switching cost and thereby bond the purchaser to the seller.

A company is providing warehousing facility to its channel members. The company is using which of the following?

► Seasonal discount

► Trade discount (Correct)

► Quantity discount

► Cash discount

Page # 45 and lesson # 21

Trade discounts (also called functional discounts) These are payments to distribution channel members for performing some function. Examples of these functions are warehousing and shelf stocking.

Which of the following firms emphasizes on product’s benefits to the customers rather product attributes?

► Product oriented

► Market oriented (Correct)

► Sales oriented

► Production oriented

Market Orientation: Business approach or philosophy that focuses on identifying and meeting the stated or hidden needs or wants of the customers, through its own or acquired products.

Which of the following is NOT a technique of measuring customer satisfaction and monitoring customer’s complaint?

► Customer complaints database

► Web and telephone information hotlines

► Exit interviews

► Business analysis (Correct)

Page # 7 and lesson # 3 Customer satisfactions and complaint monitoring procedures, including; exit interviews, customer complaints database, and Web and telephone information hotlines.

The phenomenon, when a customer dislikes a product and talks against the product, is termed as:

► Propaganda

► Unfavorable environment

► Bad mouth (Correct)

► Bad impression

Page # 9 and lesson # 4 the customer still may not fully like the product and have what we calls ‘bad-mouth’. Bad mouth is when a customer talks not in favors of the product. Bad mouth travels fast.

Products that are usually purchased due to adversity and high promotional back up rather than desire are called:

► Sought goods

► Unique goods

► Unsought goods (Correct)

► Preferred goods

Page # 9 and lesson # 4

THE SELLING CONCEPT This concept emphasizes on aggressive selling and high promotional back up. Selling, concept is practical on what we call as ‘unsought goods’ such as insurance, encyclopedia etc

A customer requirement about any product in which he/ she needs to avail core features in that product, is called:

► Real need

► Stated need (Correct)

► Unstated need

► Delighted need

Page # 10 and lesson # 4 CONSUMER NEED It is not always simple. It is difficult to correctly ascertain. A customer says. ‘I want an inexpensive car’ what is he saying? He wants a car that is not expensive. So he needs a car but not expensive compared to his income. Needs are .Stated need (an inexpensive Car) ,Real need (wants a car which is lower in maintenance), Unstated need (he wants a strong car)

Which of the following is NOT an aggressiveness strategy?

► Harvesting

► Building

► Intensification (Correct)

► Holding

Page # 18 and lesson # 9 Aggressiveness Strategies - This asks whether a firm should grow or not, and if so, how fast. One scheme divides strategies into:

· building

· holding

· harvesting

Which of the following is NOT a type of innovation strategy?

► Pioneers

► Challengers (Correct)

► Close followers

► Late followers

Page # 18 and lesson # 9

Innovation Strategies- This deals with the firm rate of new product development and

business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types:

o pioneers

o close followers

o late followers

Customer’s viewpoint on a firm’s products and services can be improved through:

► experiential world of customers

► Experiential innovation (correct)

► Customer interface

► Building experiential platform

Experiential innovation: • Anything that can improve customer’s own viewpoint on your products and services. (page # 6)

Which of the following is not a component of a marketing plan? Select correct option:

Marketing advantages (correct Answer)

Environmental analysis

Executive summary

Marketing implementation

Reference & Explanation: (http://webcache.googleusercontent.com/s ... l=en&gl=p)

The _____ is the central instrument for directing and coordinating the marketing effort. Select correct option:

Business plan

Production plan

Market plan (correct)

Selling plan

References: http://www.docstoc.com/docs/16477755/marketing-plan/ http://www.citeman.com/418-the-central- ... -planning/

Which of the following is NOT an example of variable cost? Select correct option:

Rent of factory (correct)

Raw material

Power

Transport

(Page # 48)

Any costs incurred by a firm may be classed into two groups: Fixed Cost and. Variable Cost. Fixed costs are incurred by the business at any level of output. These may include

• Equipment maintenance • Rent • Wages • General upkeep Variable costs change with the level of output, increasing as more product is generated. • Materials consumed during production • Power • Transport

Warehousing facility to channel members is an example of: Select correct option: Seasonal discount

Trade discount (correct)

Quantity discount

Cash discount

(Page # 45)

Trade discounts (also called functional discounts) –

These are payments to distribution channel members for performing some function. Examples of these functions are warehousing and shelf stocking.

Which of the following are the people who purchase new products almost as soon as the products reach the market?

► Innovators (correct)

► Late majority

► Early majority

► Late adopters

Page no 33 of handouts

An innovation refers to anything perceived by some one as new. It may have a long history of innovating product. But in true sense it’s an Innovation to the person, who sees it and it is he who spreads it through a social system.

Which of the following is NOT one of the stages that customers go through in the process of adopting a new product?

► Desire (Correct)

► Awareness

► Evaluation

► Interest

Which product is MOST likely to be purchased through routine decision making?

► Television set

► Soft drink (Correct)

► Shirt

► Car

Which of the following part of a marketing plan defines the plan’s financial and marketing goals in terms of sales volume, market share and profit?

► Marketing strategy (Correct)

► Action programs

► Issue analysis

► Objectives

b) Marketing Strategy – Pricing Pricing objectives, pricing method (eg.: cost plus, demand based, or competitor indexing), pricing strategy (eg.: skimming, or penetration), discounts and allowances, price elasticity and customer sensitivity, price zoning, break even analysis at various prices.

Which of the following has a quick response towards a new product?

► Opinion leaders

► Late majority

► Early majority

► Early adopters (Correct)

Page # 34

One who are early adopters. They are very quick in their response. These people are venture some and willing to try new ideas. In fact they are innovators in life and early adopters.

Which of the following is about managing strategically the customer’s entire experience with the product and company?

► Customer experience management (Correct)

► Customer retention management

► Customer life-time value management

► Customer relationship management

Reference & Explanation:

CUSTOMER EXPERIECENE MANAGEMENT (CEM)

This term is related to managing strategically customer’s entire experience with the product and company.

Identify the other name for global market.

► Consumer market

► Import market

► Export market (correct)

► Government market

A seller wants payment from buyer within 10 days of sales (whereas customer can made payment within 30 days) and offers 4% discount if payment is made within 10 days. What type of cash discount will be suitable?

► 4/10 net 30 (correct)

► 10/4 net 30

► 10/30 net 4

► 4/30 net 10

Page # 44

Cash discounts for prompt payment - These are intended to speed payment and thereby provide liquidity to the firm. They are sometimes used as a promotional device.

•2/10 net 30 – this means the buyer must pay within 30 days, but will receive a 2% discount if they pay within 10 days.

Which of the following price is quoted to a potential buyer, usually in written form?

► Wholesale price

► Market price

► List price (correct)

► Retail price

Page # 44 of handouts

“Discounts and allowances are reductions to a basic price”.

Which of the following is the first step in writing a marketing plan?

► Situation analysis

► Opportunity and threat analysis

► Executive summary (Correct)

► Market analysis

Executive Summary

The Plan should open with a brief summary of the plans most important Goals and Recommendations. The summary can be expressed like in a brief statement, “increase sales by 10% this year” or “reduce expenses by 5 %” or say “will enter UK market this year” etc.

Process engineering skills are required for the successful implementation of which of the following strategy?

► Market segmentation strategy

► Market dominance strategy

► Differentiation strategy

► Cost leadership strategy (Correct)

Page # 21

COST LEADERSHIP STRATEGY

This strategy emphasizes efficiency. By producing high volumes of standardized products, the firm hopes to take advantage of economies of scale and experience curve effects. The product is often a basic no-frills product that is produced at a relatively low cost and made available to a very large customer base. Maintaining this strategy requires a continuous search for cost reductions in all aspects of the business.

Any tangible thing that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is called:

► Service

► Product (Correct)

► Demand

► Idea

(Page # 24)

“In marketing, a product is anything that can be offered to a market that might satisfy a want or need. However it is much more than just a physical object. It is the complete bundle of benefits or satisfactions that buyers perceive they will obtain if they purchase the product”. It is the sum of all physical, psychological, symbolic, and service attributes.

Luxury products, such as Rolex watches, are also known as:

► Shopping product (Correct)

► Convenience product

► Emergency product

► Specialty product

Reference & Explanation:

Shopping Goods: some comparison with other goods

Convenience Goods: purchased frequently and with minimal effort, often referred to as FMCG (Fast Moving Consumer Goods)

Emergency Goods: goods required immediately Specialty Goods: extensive comparisons with other goods and a lengthy information search

Which of the following is NOT a decision required in commercialization?

► Why to launch the product? (correct)

► How to launch the product?

► Where to launch the product?

► When to launch the product?

(Page # 31)

COMMERCIALIZATION

THIS IS THE MOST CRUCIAL DECISION BY MARKETING MANAGERS

• It involves cost to the maximum

• It is the beginning of a long journey of the product

• No mistake of even a minor nature is acceptable or admissible.

The process of commercialization is defined as a series of steps to be taken by the marketing management towards bringing this new product to the markets and to the consumers Some of the major decisions have to be taken and strategies devised to launch and make product successful

at the very outset. The decisions required are:

• WHEN TO LAUNCH THE PRODUCT?

• WHERE TO LANCH THE PRODUCT?

• TO WHOM TO LAUNCH THE PRODUCT?

• HOW TO LAUNCH THE PRODUCT?

Which of the following is the spread of idea from the source of invention to the ultimate user or consumers?

► Innovation adoption process

► Innovation diffusion process (Correct)

► Adoption process

► New product recognition

Reference & Explanation:

Page # 33

INNOVATION DIFFUSION PROCESS has been defined as

“The spread of idea from the source of invention or creation to the ultimate user or consumers”.