Test Paper 1 – Marketing
1. Which is not a major brand strategy decision
a. Positioning
b. Name selection
c. Sponsorship
d. Health checkup
2. Which one is false statement about customer need?
a. Needs can be created by marketers
b. Needs are felt deprivation
c. Needs vary from time to time
d. Needs vary from person to person
3. Who are the participants in business buying process
a. Users, Buyers, Deciders
b. Buyers, Gatekeepers, Detractors
c. Deciders, Influencers, Negotiators
d. None of the above
4. Which is more appropriate channel structure for a FMCG product like toffee
a. Intensive distribution
b. Selective distribution
c. Growth distribution
d. Exclusive distribution
5. Direct Mail marketing requires in the same communication
a. A clear offer for the consumer
b. Announcement of the offer
c. Reminder of the pruchase
d. All of above
6. High gross margin means
a. Low competition
b. High demand
c. More money to spend on marketing
c. None of the above
7. Which one is of the following is not marketed, pick the best answer?
a. Goods, Services, Events, experiences
b. Events, Experiences, Persons, places
c. Values, ethics, Persons, places
d. All of the above
[Link] following is not the common buying situations in “Industrial markets”
a. New Buy
b. Straight rebuy
c. Modified rebuy
d. Old buy
9. Low price elasticity means
a. Quantity demanded changes rapidly with price
[Link] demanded does not change rapidly with price
c. Price and quantity are independent
d. None of (a), (b), (c)
10. In the adopter classification:
a. Early adopters are more in number than innovators
b. Laggards are more in numbers than innovators
c. Both (a) and (b)
d. None of the above
11. Third party logistics provider for e-commerce
a. Improve the reach of the company
b. Bundle fulfillment and transportation
c. Give a cost advantage
d. All of the above
12. Which are the stages in the adoption process of a consumer
a. Awareness and Interest
b. Evaluation and Trial
c. Trial and Repurchase
d. All of the above
13. Satisfaction of customer is dependent on expectation of the customer
a. True
b. False
c. Sometimes true & sometimes false
d. None of the above
14. Market leader strategies include?
a. Market expansion
b. Market share gain
c. Tap the untapped niches in market
d. All of the above
15. Product Pricing is dependent on:
a. Company's objective
b. Competition
c. Both (a) & (b)
d. None of the above
16. Which of the statement is correct
a. For impulse purchases, one can follow a selective distribution
b. The more restricted the target market, the more selective the distribution
c. Intensive distribution is required for premium products.
d. For specialty goods, it is less important to have many outlets than it is to have the
right outlets.
17. Channel members do not have a great influence on brand equity when
a. Sales force is required to explain a brand
b. When brand strategy demands it to be stocked, displayed and presented in a
particular manner
c. Product is only use and throw in nature
d. Product requires good sales and customer support function.
18. Which is not a form of sales representative
a. Deliverer
b. Order taker
c. Missionary
d. Visionary
19. Select the correct answer
a. Market Share of a company > Market Size of the company
b. Market Size of a product > Market Potential of the product
c. Market Penetration of a category > Market potential of category
d. Market Penetration > Market Share
20 . Which is the correct statement about the market potential for a product which meets the
following needs :
a. Physiological needs > Safety Needs
b. Physiological needs < Social Needs
c. Physiological needs < Esteem needs
d. None of the above
21. Positioning is:
a. In the mind of the marketer
b. In the mind of the consumer
c. A Competitive advantage
d. All of the above
Ans: B
22. Service failure is
a. Very bad experience for the consumer
b. Can be quite good for the company in case there is a service recovery
c. Both (a) and (b)
d. None of (a), (b), (c)
23. Sales promotion by a company helps a company by:
a. Greater sales
b. Attracting attention of consumers
c. Quick business results
d. Brand image enhancement
24. Market follower strategies include:
a. Imitation, Counterfeiting, Cloning,
b. Growth, innovation, fast distribution
c. Cost leadership, attacking market niche
d. Providing greater speed of service
25. Which of the following is true:
a. Price is more than cost
b. Price paid is less than or same as the perceived value of the customer
c. Price has to have a direct relation with cost
d. None of (a), (b), (c)
