Marketing Management Assignment Questions : IMT CDL MKTC522

IMT CDL Marketing Management Assignment Questions:

PART-2

1. When a company identifies the parts of the market it can serve best and most profitable, it is practicing--------------.
a. Concentrated marketing
b. Mass marketing
c. Targeted marketing
d. Segmenting

2. Which one of the listed choices of positioning tasks is incorrect?
a. Identify a set of possible competitive advantages to build a position.
b. Survey frequent uses of the product.
c. Select an overall positioning strategy.
d. Effectively communicate and deliver the chosen position to the market.

3. A company or store gains a(n)--------------by understanding customer needs better than competitors do and delivering more value.
a. Competitive advantage
b. Positioning advantage
c. Cost advantage
d. Efficiency advantage

4. Which of the following could be said to be targeting a “niche” market segment?
a. Renault Clio
b. Vauxhall Astra
c. Ford Mondeo
d. Lotus Esprit

5. Which of the following products is the best example of the product of being sold to “mass market” segment?
a. Mercedes S Class Saloon
b. Andrex Toilet Tissue
c. Cartier Watch
d. Organix (Organic) Baby Food
 

6. The set of consumers who are buying the company’s product is the ------------.
a. Available market
b. Target market
c. Penetrated market
d. Total market

7. Mr. Azad and his staff have decided to use target marketing to reach their sales goals. Which are their three steps (in order) to target marketing?
a. Market segmentation, market positioning, and target marketing.
b. Target market, market positioning, and market segmentation.
c. Market segmentation, target marketing, and market positioning.
d. Market alignment, market segmentation, and market positioning.

8. “We are what we have” would be associated with which of the following concepts?
a. A person’s self-concept
b. Personality.
c. Attitudes.
d. Beliefs

9. Even though several options are available at any one time, there is ------------- to segment a market.
a. One single best way
b. No single way
c. The most effective way
d. The least-cost way

10. The----------is a useful tool which allows you to take advantage of the buyer’s comparisons, while avoiding danger involved in ‘knocking’ the competition.
a. Comparison statement
b. Potential benefit
c. Confirmed benefit
d. Feature

11. Which of the following would correctly be labelled as a cultural factor that would influence consumer behavior?
a. Family
b. Social class
c. Lifestyle
d. Reference group

12. Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be-------segmentation.
a. Geographic
b. benefit
c. end-use
d. customer

13. Pendergraff Pet Supplies divides the pet market according to the owners’ race, occupation, income, and family life cycle. What type of segmentation does Pendergraff use?
a. VALS
b. Benefit
c. End-use
d. Demographic

14. Which of the following is not a useful base for segmenting organizational characteristics?
a. By turnover.
b. By geographical location.
c. By organizational size
d. By industry type

15. Mattel’s Barbie is an example of an age-defying product. Barbie, simultaneously timeless and trendy, is in the ----------stage of the PLC.
a. Decline
b. Adoption
c. Maturity
d. Growth

16. When Burger King targets different groups from children and teens to adults and seniors-with different ads and media, it is practicing-----------segmentation.
a. Demographic
b. Age and life cycle
c. Psychographic
d. Behavioral

17. The practice of going after a large share of a smaller market or subsets of a few markets is called:
a. Undifferentiated marketing.
b. Differentiated marketing.
c. Concentrated marketing.
d. Turbo marketing

18. When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is probably using this type of segmentation. Which type of segmentation is it?
a. Age and life cycle
b. Gender
c. Behavior
d. Psychographic.

19. Cognitive dissonance occurs in which stage of the buyer decision process model?
a. Need recognition
b. Information search
c. Evaluation of alternatives
d. Postpurchase behavior

20. All of following would be ways to segment within the category of psychographic segmentation EXCEPT;
a. Social class
b. Occupation
c. Lifestyle
d. Personality.

21. Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by------------.
a. User status
b. Loyalty
c. Store type
d. Brand preference

22. The ----------------is a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others.
a. Facilitator
b. Referent actor
c. Opinion leader
d. Social role player

23. ------------describes changes in an individual’s behavior arising from experience.
a. Modeling
b. Motivation
c. Perception
d. Learning

24. Firms gain this type of advantage through the way they design their distribution coverage, expertise, and performance. Which differentiation is it?
a. Services differentiation.

b. Channel differentiation.
c. People differentiation.
d. Product differentiation.

25. When firms use symbols, colors, or characters to convey their personalities, they are using----------------differentiation.
a. Image
b. People
c. Company
d. Reputation

26. The orange juice manufactures know that orange juice is most often consumed in the mornings. However, they would like to change this and make the drink acceptable during other time periods during the day. Which form of segmentation would they need to work with and establish strategy reflective of their desires?
a. Gender segmentation
b. Benefit segmentation
c. Occasion segmentation
d. Age and life-cycle segmentation

27. -----------consists of dividing a market into distinct groups of buyers on the basis of needs, characteristics, or behavior who might require separate products or marketing mixes.
a. Product differentiation
b. Market segmentation
c. Market targeting
d. Market positioning

28. Consumer and business marketers use many of the same variables to segment markets. In addition, business marketers use all of the following except one. Which one?
a. Operating characteristics.
b. Purchasing deadlines.
c. Situational factors.
d. Personal characteristics.

29. In terms of special product life cycles, a-------------is a basic and distinctive mode of expression.
a. Genre
b. Style
c. Fashion
d. Fad

30. --------------is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.
a. Mass marketing
b. Market segmentation
c. Market targeting
d. Market positioning

31. The stage is the product life cycle that focuses on expanding market and creating product awareness and trial is the:
a. Decline stage
b. Introduction stage
c. Growth stage
d. Maturity stage.

32. -------------factors are the most popular bases for segmenting customer groups
a. Geographic
b. Demographic
c. Psychographic
d. Behavioral

33. It is now time to evaluate the different market segments your company is serving. You would look at all of those factors except one. Which one?
a. Segment size.
b. Segment growth
c. Structural attractiveness
d. Company values and mission

34. Even though buying roles in the family change constantly, the ---------------has traditionally been the main purchasing agent for the family.
a. Wife
b. Husband
c. Teenage children
d. Grandparent

35. When competitors cannot easily copy this difference to promote, we say we have a(n) --------------difference.
a. Distinctive
b. Profitable
c. Preemptive
d. Superior

36. You have just created the “perfect” ad It communicates the full mix of benefits upon which the brand is positioned. This full positioning is called------------.
a. Value proposition
b. AIDA
c. Capturing the consumers’ attention
d. Value profiling

37. Which of the following is NOT one of the five stage of the buyer decision process?
a. Need recognition
b. Brand identification
c. Information search
d. Purchase decision


38. Developing a stronger position within several segments creates more total sales than--------------marketing across all segments.
a. Undifferentiated
b. Differentiated
c. Mass
d. Target

39. A--------------is a need that is sufficiently pressing to direct the person to seek satisfaction.
a. Motive
b. Want
c. Demand
d. Requirement

40.A company is practicing--------------if it focuses on sub segments with distinctive traits that may seek a special combination of benefits.
a. Micromarketing
b. Niche marketing
c. Mass marketing
d. Segment marketing

41. If a consumer describes a car as being the “most economical car on the market, ”then this descriptor is a:
a. Rule
b. Attitude
c. Belief
d. Cue.

42. Once it has chosen a position, a company must take strong steps to deliver and communicate the desired position to target consumers. Which step is not correct?
a. The company’s marketing mix efforts must support the positioning strategy.
b. Positioning the company calls for concrete action, not just talk.
c. Designing the marketing mix involves working out the strategic details of the positioning strategy.
d. Its service personnel, retailers, and advertising messages must match correctly.

43. Technological advances, shifts in consumer tastes, and increased competition, all of which reduce demand for a product are typical of which stage in the PLC?
a. Decline stage
b. Introduction stage
c. Growth stage
d. Maturity stage

44. --------------is the narrowest marketing strategy.
a. Segmented strategy
b. Local marketing
c. Differentiated marketing
d. Mass marketing

45. As You Like It, Inc., customizes its offers to each individual consumer. This practice of tailoring Products and marketing programs to suit the tastes of specific individuals and locations is referred to as-----------marketing.
a. Niche
b. Micro
c. Differentiated
d. Mass

46. All of the following factors can affect the attractiveness of a market segment EXCEPT:
a. The presence of many strong and aggressive competitors.
b. The likelihood of government monitoring.
c. Actual or potential substitute products.
d. The power of buyers in the segment.

47. ----------------is a person’s distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment.
a. Psychographics
b. Personality
c. Demographics
d. Lifestyle

48. The course of a product’s sales and profits over its lifetime is called:
a. The sales chart.
b. The dynamic growth curve
c. The adoption cycle
d. The product life cycle

49. When competitor’s use differentiated or concentrated marketing, --------------- can be suicidal.
a. Differentiated
b. Undifferentiated
c. Concentrated
d. Customized

50. As marketing manager of Swiss Chalets, a mountain and lakeside resort, you discover that consumers position products and services----------------.
a. After marketers put marketing mixes in place
b. Generally after consulting friends who use
c. With or without the help of marketers
d. Rather reluctantly

51. A product’s position is based on important attributes as perceived by-------------.
a. Suppliers
b. Competitors
c. Market conditions
d. Consumers

52. With concentrated marketing, the marketer goes after a-----------share of ---------------.
a. Small; a small market
b. Small; a large market
c. Large; one or a few niches
d. Large; the mass market

53. The marketer wants to understand how the stimuli are changed into responses inside the consumer’s ---------------, which has two parts. First, the buyer’s characteristics influence how he or she perceives and reacts to the stimuli. Second, the buyer’s decision process itself affects the buyer’s behavior:
a. Culture
b. Black box
c. Belief
d. Lifestyle

54.--------------is (are) the most basic cause of a person’s wants and behavior.
a. Culture
b. Brand personality
c. Cognitive dissonance
d. New product

55. Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it. What does USP stand?
a. Unique selling product
b. Unique services practices
c. Unique sales pitch
d. Unique selling proposition

56. Marketers are always trying to spot-----------in order to discover new products that might be wanted.
a. Lifestyles
b. Cultural shifts
c. Groups
d. Dissonance

57. Cigarette, beer, and fast-food marketers have generated much controversy on recent years by their attempts to target--------------.
a. Teens
b. The poor
c. Inner-city minorities
d. The poor in foreign markets

58. You have discovered that effective programs can be designed for attracting and serving your chosen segments. This segmenting requirement is called------------.
a. Alternative evaluations
b. Cognitive dissonances
c. Subcultures
d. Motives

59. Considering a product form the time it is conceived to the time it is abandoned, the ------------phase is characterized by zero sales and a place where the company’s investment costs amount.
a. Introduction
b. Maturity
c. Decline
d. Product development
READ Also : Marketing Management Assignment Questions Part-1