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Posts : 638
Points : 2155
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Join date : 2010-05-15
Age : 31
Location : islamabad

PostSubject: MKT501 MIDTERM FALL 2010   Wed Dec 01, 2010 3:57 pm

Fall 2010
MKT501- Marketing Management
Question No: 1 ( Marks: 1 ) - Please choose one
Companies that are involved in selling mass consumer goods and services are found in
which of the following markets?
► Business markets
► Consumer markets (P#2)
► Global markets
► Government markets
Question No: 2 ( Marks: 1 ) - Please choose one
In a television advertisement a group of teenagers is searching for some cold drinks to
quench their thrust. In their searching they find a shop and they purchase the soft drinks.
The selection of cold drink appeals to consumers’ _________ for liquid and attempts to
shape consumers’ _________ for the advertised product.
► Needs, preferences
► Wants, needs
► Needs, wants
► Want, preference
Question No: 3 ( Marks: 1 ) - Please choose one
As a marketer you want to use lower than normal prices as an ingredient in your firm’s
marketing strategy. The technique you would use is:
► Price lining
► Zone pricing
► Relative pricing
► Promotional pricing
Question No: 4 ( Marks: 1 ) - Please choose one
Identify the commercialization decision which includes decisions regarding locality,
region, nationally or even internationally launching the product.
Why to launch the product?
How to launch the product?
Where to launch the product? (P#30)
When to launch the product
Question No: 5 ( Marks: 1 ) - Please choose one
Market-penetration pricing will likely to be used most in selling which of the following

Question No: 6 ( Marks: 1 ) - Please choose one
Which of the following markets involve decisions such as: what country to enter in, how
to enter, how to adopt their product and services and how to price?
Consumer markets
Business markets
Global markets (P#2)
Non profit markets
Question No: 7 ( Marks: 1 ) - Please choose one
Which of the following is NOT a distribution decision?
Inventory management
Personal selling (P#14)
Distribution centers
Question No: 8 ( Marks: 1 ) - Please choose one
Which of the following is a name, term, sign, symbol, design, or a combination of these,
that identifies the product or service?
► Label
► Co-brand
► Brand
► Product
Question No: 9 ( Marks: 1 ) - Please choose one
Assumptions, pro-forma income statement, contribution margin analysis, breakeven
analysis, ratios analysis must be very formally done in:
► Executive summary
► Financial summary (P#16)
► Promotional plan
► Business plan
Question No: 10 ( Marks: 1 ) - Please choose one
Standard Cable cut back advertising expenditures to minimum level and reduced
the number of channel members for its industrial cable product. These actions are
indicative of a product in which of the following stage of its life cycle?

► Introduction
► Growth
► Maturity
► Decline
Question No: 11 ( Marks: 1 ) - Please choose one
Using one brand name for several related products is known as which of the
► Family branding (P#36)
► Group branding
► Combination branding
► Premium branding
Question No: 12 ( Marks: 1 ) - Please choose one
Customer cost will be considered as which of the following Ps of marketing mix?
► Product
► Price
► Place
► Promotion
Question No: 13 ( Marks: 1 ) - Please choose one
Products that are usually purchased due to adversity and high promotional back up
rather than desire are called:
► Sought goods
► Unique goods
► Unsought goods (P#Cool
► Preferred goods
Question No: 14 ( Marks: 1 ) - Please choose one
All are the expression of marketing concept EXPECT:
► Meeting needs profitably
► Find wants and fill them
► Sell what is produced
► Love the customer, not the product
Question No: 15 ( Marks: 1 ) - Please choose one
Diversification is best described as which of the following?
► Existing products in new markets
► Existing products in existing markets
► New products for new markets
► New products
Question No: 16 ( Marks: 1 ) - Please choose one

Tarang milk is an example of which of the following?
Corporate brand
Individual brand
Family brand
Question No: 17 (Marks: 1) - Please choose one
A business wants to create the awareness about the features and befits of the product in
the market. Which of the following decisions are important to achieve the goal?
► Price decisions
► Place decisions
► Promotion decisions (P#14)
► Product decisions
Question No: 18 ( Marks: 1 ) - Please choose one
The loyalty marketing focuses on establishing long term relationship between:
► Company and retailer
► Retailer and customer
► Retailer and consumer
► Company and customer (P#4)
Question No: 19 ( Marks: 1 ) - Please choose one
Which of the following is NOT an ancillary service?
► Warranty
► Installation
► Delivery
► Labeling (P#6)
Question No: 20 ( Marks: 1 ) - Please choose one
When company extensive use of marketing segmentation?
► Introduction
► Growth
► Maturity
► Decline
Question No. 21 ( Marks: 1 ) - Please choose one
Soap is an example of which of the following goods?
Question No. 22 ( Marks: 1 ) - Please choose one

Which of the following is NOT a use of secondary packaging?
(a) It is recyclable and environmentally safe
(b) It facilitates transportation, storage, and handling for middlemen
(c) It can not be reused for purposes other than its initial use
(d) It can be used as a promotional tool
Question No. 23 ( Marks: 1 ) - Please choose one
The building, holding, and harvesting are the types of:
Market dominance strategy
Innovation strategy
Aggressiveness strategy (P#17)
Diversification strategy
Question No. 24 ( Marks: 1 ) - Please choose one
A company wants to maximize market share, assuming that market is price sensitive.
What pricing strategy you would suggest for the company to achieve this objective?
(a) Cost- oriented pricing
(b) Skimming pricing
(c) Premium pricing
(d) Penetration pricing (P#45)
Question No. 25 ( Marks: 1 ) - Please choose one
Typically High priced and frequently used goods are?
Convenience goods
Shopping goods
Unsought goods
Specialty goods
3 MCQs were Situation based and every long don’t remember
Question No. 29 ( Marks: 3 )
Difference between Product idea and Product Concept
Question No. 30 ( Marks: 3 ) - Please choose one
Why price war is not beneficial for small companies?
Price was is state of intense competition over the price of product
One competitor reduce the price other will lower its price to match and then a cycle of
price reduction starts. Which can leads of selling of product below the cost.
Normally smaller companies cannot compete and shut down.
Typically the smaller more marginal firms will be unable to compete and will shut down.
The remaining firms absorb the market share of the terminated ones. The main losers

then, are the marginal firms and the People that invested in them.
Question No: 31 ( Marks: 5 )
List any five characteristics of a good brand name.
A good brand name should:
• Be legally protectable
• Be easy to Pronounce
• Be easy to Remember
• Be easy to Recognize
• Attract Attention
• Suggest product Benefits (e.g.: Easy-Off) or suggest usage
• Suggest the company or product Image
• Distinguish the product's Positioning relative to the competition.
Question No: 32 ( Marks: 5 )
The first step in the product development process is generation of ideas.
Discuss what the internal and external sources of ideas are. Why external sources
are considered to the more important than internal source?
Internal sources:
New products ideas can come from several sources. They may come from internal
sources marketing managers, researchers, sales personnel, engineers, or other
organizational personnel. Brainstorming and incentives or rewards for good ideas are
typical intrafirm device for stimulation the development of products ideas.
External sources:
Direct observation of competitors' products, customers' evaluations of their product
features, and the grapevine of suppliers and other who serve competitors often
contributes ideas.
External sources are more important as compare to internal sources as internal sources
are only based on employees and external sources are based on information from market
situation, external idea sources are highly valued in new product development literature.

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