Marketing-Management-II

Multiple Choice Questions 34 Pages
University Savitribai Phule Pune University
Course Bachelors in commerce

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Prajwal Hallale
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  • DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI,PUNE–45
    Subject: Marketing Management II Class : T.Y. BCom.
    Prof . S. B. Potadar www.dacc.edu.in
    Unit 1 : Marketing Planning and Sales Forecasting
    1. Marketing consultant Pat Lapointesees __________ as providing all the up-to-the-minute information necessary
    to run the business operations for a company.
    a) Marketing dashboards
    b) Marketing research
    c) Marketing information system
    d) None of the above
    2. The _________ pathway looks at how prospects become customers, from awareness to preference to trial to
    repeat purchase.
    a) Brand metrics
    b) Cash-flow metrics
    c) The unit metrics
    d) The customers’ metrics
    3. The _________focuses on how well marketing expenditures are achieving short-term returns.
    a) The cash-flow metrics
    b) The unit metrics
    c) Brand metrics
    d) Offerings metrics
    4. Program and campaign ROI comes under
    a) Customer metrics
    b) Unit metrics
    c) Brand metrics
    d) Cash-flow metrics
    5. Margin optimization is a type of metric that comes under
    a) Unit metric
    b) Customer metric
    c) Brand Metric
    d) Cash-flow metric
    6. Financial Valuation is a type of metric that falls under
    a) Unit metric
    b) Brand metric
    c) Customer metric
    d) Cash-flow metric
    7. Initiative portfolio optimization is a type of metric that comes under:
    a) Cash-flow metric
    b) Unit metric

    Page 1

  • DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI,PUNE–45
    Subject: Marketing Management II Class : T.Y. BCom.
    Prof . S. B. Potadar www.dacc.edu.in
    c) Brand metric
    d) Customer metric
    8. Marketing is responsible for preparing the sales forecast.
    a) True
    b) False
    c) Can’t say
    d) None of the above
    9. Sales forecasts are based on estimates of _______.
    a) Demand
    b) Supply
    c) Demand and supply
    d) None of the above
    10. The ____________ is the set of consumers who profess a sufficient level of interest in a market offer.
    a) Potential market
    b) Available market
    c) Target market
    d) Penetrated market
    11. The _______________ is the set of consumers who are buying the company’s products.
    a) Potential market
    b) Target market
    c) Available market
    d) Penetrated market
    12. The _____________is the part of the available qualified market the company decides to pursue.
    a) Target market
    b) Potential market
    c) Available market
    d) Penetrated market
    13. Some base sales called the ____________ takes places without any demand-stimulating expenditure.
    a) Market potential
    b) Market forecast
    c) Market minimum
    d) None of the above
    14. Higher levels of industry marketing expenditures would yield higher levels of demand, first at ______ rate and
    then at __________ rate.
    a) An increasing, a decreasing
    b) A decreasing, an increasing
    c) An increasing, equivalent

    Page 2

  • DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI,PUNE–45
    Subject: Marketing Management II Class : T.Y. BCom.
    Prof . S. B. Potadar www.dacc.edu.in
    d) None of the above
    15. Marketing expenditures beyond a certain level would not stimulate much further demand, thus suggesting an
    upper limit to market demand, called the ________.
    a) Market potential
    b) Market minimum
    c) Market forecast
    d) None of the above
    16. The distance between the ________ and the ___________ shows the overall marketing sensitivity of demand.
    a) Market minimum and market potential
    b) Market minimum and market forecast
    c) Market potential and market forecast
    d) None of the above
    17. ________ such as the market for racquetball playing is very much affected in size by the level of industry
    marketing expenditures.
    a) An Expansible market
    b) A nonexpansible market
    c) A penetrated market
    d) None of the above
    18. The result generated after comparing the current and potential levels of market demand is termed as
    a) Share penetration index
    b) Market-penetration index
    c) Customer penetration index
    d) None of the above
    19. A ______-market-penetration index indicates substantial growth potential for all the firms.
    a) Low
    b) High
    c) Medium
    d) None of the above
    20. Market demand function is a picture of market demand over time.
    a) True
    b) False
    c) Can’t say
    d) None of the above
    21. Companies interested in marketing potential have a special interest in the ______ percentage, which is the
    percentage of ownership or use of a product or service in a population.
    a) Product penetration
    b) Market penetration
    c) Share penetration

    Page 3

  • DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI,PUNE–45
    Subject: Marketing Management II Class : T.Y. BCom.
    Prof . S. B. Potadar www.dacc.edu.in
    d) None of the above
    22. A __________ is the sales goal set for a product line, company division or sales representative. It is primarily a
    managerial device for defining and stimulating sales efforts.
    a) Sales budget
    b) Sales quota
    c) Sales target
    d) None of the above
    23. The market-build up method of assessing area market potential is used primarily by __________.
    a) Consumer marketers
    b) Business marketers
    c) Both a & b
    d) None of the above
    24. The multiple-factor index method of assessing area market potential is used primarily by ___________.
    a) Consumer marketers
    b) Business marketers
    c) Both a & b
    d) None of the above

    Page 4

  • DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI,PUNE–45
    Subject: Marketing Management II Class : T.Y. BCom.
    Prof . S. B. Potadar www.dacc.edu.in
    Unit 2 : Social Marketing
    25. Social networks are organized primarily around __________.
    a. Brands
    b. People
    c. Discussions
    d. interests
    26. Which social network is considered the most popular for social media marketing?
    a. Twitter
    b. Facebook
    c. Linkdin
    d. Whats App
    27. What is the name for Facebook`s ranking algorithm?
    a. Like Rank
    b. Face rank
    c. Page rank
    d. Edge rank
    28. Which of the following is an important aspect of creating blogs and posting content?
    a. Using a witty user name
    b. Posting at least once a month to the blog
    c. Social Media Optimization
    d. All of the above
    29. What is meant by "micro-blogging"?
    a. Blogs which are posted by companies, not individuals
    b. Blogs with limited individual posts, limited by character count typically
    c. Blogging from mobile devices
    d. All of the above
    30. What is "social media optimization"?
    a. Creating content which easily creates publicity via social networks
    b. Writing clear content
    c. Creating short content which is easily indexed
    d. Hiring people to create content for social networks

    Page 5

  • DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI,PUNE–45
    Subject: Marketing Management II Class : T.Y. BCom.
    Prof . S. B. Potadar www.dacc.edu.in
    31. What would the marketing budget section of a marketing plan detail?
    a. The cost to write the plan
    b. The marketing personnel job descriptions
    c. The expected costs for each ad campaign based on the delivery method
    d. None of the above
    32. What is the name of Facebook's analytic package?
    a. Princeps
    b. Viewership
    c. Discover
    d. Insights
    33. How does creating a social network marketing plan differ from a traditional marketing plan?
    a. The brand image should be completely different for social marketing
    b. The staff requirements and skill sets for social marketing are different
    c. Other than the method of delivery, a marketing plan either way will be similar
    d. None of the above
    34. Which of the following is functions of social media for business?
    a. Are you participating in the conversation and sharing?
    b. Are you listening and monitoring what is being said about you?
    c. Both A and B
    d. None of the above
    35. Which of the following is an important aspect of creating blogs and posting content?
    a. Using a witty user name
    b. Posting at least once a month to the blog
    c. Social Media Optimization
    d. All Above
    36. What is a “vlog”?
    a. Video Log
    b. Video blog
    c. New technology to aid in blogging
    d. both b and d
    37. What can a company do on Facebook apart from their page to create a following?
    a. Post more updates than usual
    b. Post controversial posts
    c. Use several pictures

    Page 6

  • DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI,PUNE–45
    Subject: Marketing Management II Class : T.Y. BCom.
    Prof . S. B. Potadar www.dacc.edu.in
    d. Use Groups, both companies originated and posting to other groups
    38. How can a company ensure that the proper audience finds their YouTube videos?
    a. Post links on the company blog to the YouTube videos
    b. There is no method to effectively direct people to the company videos
    c. Use of keywords
    d. both a and c
    39. In a company who should own the social marketing plan?
    a. Head of Marketing
    b. CFO
    c. President
    d. both a and b
    40. What is meant by “micro-blogging”?
    a. Blogging daily
    b. Blogs which are posted by companies, not individuals
    c. Blogs with limited individual posts, limited by character count typically
    d. both a and c
    41. What is meant by A/B testing in marketing?
    a. Testing of 2 different products
    b. Testing 2 versions of an advertisement to see which elicits the best response
    c. Clinical testing of medical products before legally allowing them for sale
    d. Testing via 2 mediums, such as radio and television
    42. What is “social media optimization”?
    a. Creating content which easily creates publicity via social networks
    b. Writing clear content
    c. Creating short content which is easily indexed
    d. Hiring people to create content for social networks
    43. What place does Pricing have in marketing?
    a. Higher prices guarantee higher revenue stream
    b. The company should actively market how much their products cost
    c. Different pricing levels can be tested to see what elicits the best consumer response
    d. Marketing based on the pricing level relative to competition is important
    44. What would the marketing budget section of a marketing plan detail?
    a. The cost to write the plan
    b. The expected costs for each ad campaign based on the delivery method
    c. The overall marketing budget for a year.
    d. both a and c

    Page 7

  • DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI,PUNE–45
    Subject: Marketing Management II Class : T.Y. BCom.
    Prof . S. B. Potadar www.dacc.edu.in
    45. How can a company use the same material for both traditional and social network marketing?
    a. Posting a luring comment on Twitter the company site
    b. Creating a magazine print ad with the company website
    c. Utilizing a television ad campaign online as well on their site and sites such as YouTube
    46. How often should a marketing plan be revisited?
    a. Never, once written it is complete
    b. As often as needed in order to revisit the plan of action and revise any new actions
    c. At company board meetings
    d. During the financial review of the company each month
    47. Which of the following would be leveraging both social network and traditional marketing?
    a. Handing out print advertisements with a coupon for a store
    b. A print advertisement in a magazine which drives people to a website where there is a free trial offer
    c. Posting an advertisement on a message board
    d. Hosting a video ad on YouTube not otherwise seen elsewhere
    48. How does creating a social network marketing plan differ from a traditional marketing plan?
    a. The brand image should be completely different for social marketing
    b. The staff requirements and skill sets for social marketing are different
    c. There is no need for a social marketing plan, but a social marketing plan is required for traditional
    marketing
    d. both b and c
    49. Which of the following is valuable in increasing a page rank?
    a. Paying for placement
    b. Static content
    c. Quantity of links from other highly ranked pages to your site.
    d. No contact information

    Page 8

  • DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI,PUNE–45
    Subject: Marketing Management II Class : T.Y. BCom.
    Prof . S. B. Potadar www.dacc.edu.in
    Unit 3 : Marketing Organizations
    50.The marketing concept includes a goal orientation to remind managers that:
    a. achieving long-term organizational goals is as important as satisfying customers
    b. customers must be satisfied no matter what the long-term effect on the firm
    c. the only reason for any business to exist is to make a profit
    d. the objective is to find a target market that differs from that of the competition
    51.An organization with a(n) _____ believes that it exists not only to satisfy customer wants and needs and to meet
    organizational objectives but also to preserve or enhance individuals' and society's long-term best interests.
    a. sales orientation
    b. market orientation
    c. ethical business mission
    d. societal orientation
    52.A(n) _____ is the result of applying human or mechanical efforts to people or objects.
    a. application processor
    b. profit intermediary
    c. tangible product
    d. service
    53.It is difficult to achieve consistency and standardization of services because of which service characteristic?
    a. customization
    b. simultaneous production and consumption
    c. intangibility
    d. heterogeneity
    54.Due to service _____, services cannot be stored, warehoused, or inventoried.
    a. tangibility
    b. variability
    c. intangibility
    d. perishability
    55.Which of the following is NOT a service component customers use to evaluate service quality?
    a. validity
    b. empathy
    c. assurance
    d. responsiveness

    Page 9

  • DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI,PUNE–45
    Subject: Marketing Management II Class : T.Y. BCom.
    Prof . S. B. Potadar www.dacc.edu.in
    56.A _____ is a business structure of interdependent organizations that reaches from the point of product origin to
    the consumer.
    a. facilitating agency or place member
    b. marketing mix intermediary
    c. selective distribution channel
    d. marketing channel or channel of distribution
    57.Distribution channels aid in overcoming barriers to exchange that are created in the production process by
    overcoming all of the following types of discrepancies EXCEPT:
    a. possession
    b. assortment
    c. quantity
    d. spatial
    58.A discrepancy of _____ is the difference between the amount of product produced and the amount an end user
    wants to buy.
    a. space
    b. quantity
    c. assortment
    d. accumulation
    59.If a retail outlet does not offer all the items necessary in order for the buyer to use or to receive full satisfaction
    from a product purchased there, there is a:
    a. discrepancy of assortment
    b. discrepancy of quantity
    c. spatial discrepancy
    d. temporal discrepancy
    e.

    Page 10

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