MCQ ON MARKETING MANAGEMENT PART 1

TORAN LAL VERMA

1. Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise and performance ?

  1. Channel differentiation
  2. Services differentiation
  3. People differentiation
  4. Product differentiation
1. Channel differentiation.

Firms that practice channel differentiation gain competitive advantage through the way they design their channel’s coverage, expertise, and performance. Such factors as the level of customer service, speed of delivery, packaging, transportation type, and so on may play a role in channel differentiation.

2. Which one of the following is the most likely result of a marketing strategy that attempts
to serve all potential customers ?

  1. All customers will be delighted.
  2. Customer-perceived value will be increased.
  3. The company will need to follow up with a demarketing campaign.
  4. Not all customers will be satisfied.
4.Not all customers will be satisfied..

When a company tries to serve all potential customer at once, it is most likely that not all customers will be satisfied because the tastes and preferences of a large population would certainly vary. Also, all potential customers would not possibly be the actually interested customers.

3. Which of the following is not a primary activity in Michael Porter’s value chain ?

  1. Inbound logistics
  2. Operations
  3. Outbound logistics
  4. Procurement
4. Procurement
The primary activities of Michael Porter’s value chain are inbound logistics, operations, outbound logistics, marketing and sales, and service. The goal of the five sets of activities is to create value that exceeds the cost of conducting that activity, therefore generating a higher profit.

4. Assertion (A) : Too many stimuli make a person accommodated to those sensations. Sensory adaptation is a problem that concerns many advertisers, which is why they try to change their advertising campaigns regularly.
Reason (R) : To cut through advertising clutter and to ensure that consumers perceive advertisement, marketers try to increase sensory input.

Codes :

  1. (A) is right and (R) is wrong.
  2. (A) is wrong and (R) is right
  3. Both (A) and (R) are right but (R) does not explain (A)
  4. Both (A) and (R) are right and (R) explains (A).
4. Both (A) and (R) are right and (R) explains (A).
Both the statements are related with the advertising strategies of marketers.

5. Which of the following is not a determinant of service quality ?

  1. Reliability
  2. Responsiveness
  3. Sensitivity
  4. Assurance
3.Sensitivity .
Service quality can be measured using five dimensions: tangibility, reliability, assurance, responsiveness, and empathy

6. Which of the following requires consumers to interpret ambiguous stimuli ?

  1. Focus group method
  2. Projective techniques
  3. Rejective techniques
  4. Semantic differential scales
2.Projective techniques.
Project techniques are research procedures designed to identify consumers’ subconscious feelings and motivations. These tests often require consumers to interpret ambiguous stimuli such as incomplete sentences, cartoons or ink blots

7. Which of the following passes through the four stages of distinctiveness, emulation, mass
fashion and decline ?

  1. Style
  2. Fashion
  3. Fad
  4. Style and Fashion
2.Fashion.
Fashions pass through four stages- distinctiveness, emulation, mass-fashion, and decline. In the distinctiveness stage, few people take an interest in something nontraditional to give others that they are different. When these nontraditional ways are followed by others to emulate the fashion leaders, the emulation stage begins. When fashion becomes increasingly popular with the general public, the mass-fashion stage begins. At this stage, manufacturers go for mass production to cope up with the mass demand. When fashion loses its appeal and people are attracted to something new, the decline stage starts.

8. Which of the following positioning strategies is adopted by marketers to position their
product in two categories simultaneously?

  1. Point of Difference
  2. Point of Parity
  3. Straddle Positioning
  4. Emotional Positioning
3. Straddle Positioning
The Straddle Positioning is one of the positioning strategy adopted by the marketers to position their product in two categories simultaneously. In other words, the positioning strategy adopted to create a dual image of the product in the minds of the customer is called as Straddle positioning. In straddle positioning, the marketers use the blend of POP (points of parity) and POD (points of difference) to arrive at the categories for which they are positioning their products.

9.

Statement (I) : Marketing is the process by which a firm profitably translates customer needs into revenue.
Statement (II) : Marketing is the messages and/or actions that causes messages and/or actions.

Codes:

  1. (I) is correct but (II) is not correct.
  2. (II) is correct but (I) is not correct.
  3. (I) and (II) both are correct.
  4. (I) and (II) both are incorrect.
3. (I) and (II) both are correct.

10. Name the process in which a buyer posts its interest in buying a certain quantity of item and sellers compete for the business by submitting lower bid until there is only one seller left.

  1. Internet
  2. Reverse auction
  3. B2B market place
  4. B2C market place
2. Reverse auction.

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