Marketing Management

Chapter-1 Introduction to Marketing Management Self Assessment Questions 1. Marketing is a social process that occurs ...

27 downloads 155 Views 585KB Size
Chapter-1 Introduction to Marketing Management

Self Assessment Questions

1. Marketing is a social process that occurs in all economies, regardless of their political structure and orientation. (a) True

(b) False

2. …………………….is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value. (a). Economic environment (b).Product management (c). Marketing management (d).None of these

3. Marketing department let alone can satisfy all the needs of customer. (a) True

(b) False

4. …………………………… holds that the exchange of a product between seller and buyer is the central idea of marketing. a. Exchange Concept b. Production Concept c. Selling Concepts d. Marketing Concept

5. Demographic is a major element to be studied in environment analysis.

(a) True

(b) False

6. The marketing environment is the actors and forces outside marketing that affect marketing management's ability to: a. Develop and maintain successful transactions with its target customers. b. Ward off government intervention. c. Increase shareholder wealth. d. Make money. 7.

……………….. is the process of evaluating each market segment's attractiveness and selecting one or more segments to enter.


Mass marketing


Market segmentation


Market targeting


Market positioning

8. The socio-cultural environment includes institutions and other forces that affect the basic values, behaviors, and preferences of the society-all of which have an effect on consumer marketing decisions. (a) True


(b) False

Which of the following environments is primary in its effect on consumer buying power and spending patterns? a. Technological environment. b. Economic environment. c. Demographic environment. d. Cultural environment.

10. The economic environment can have a major impact on businesses by affecting patters of Demand and Supply. (a) True

(b) False

11. Which of the following information forms available to the marketing manager can usually be accessed more quickly and cheaply than other information sources? (a).Marketing intelligence (b).Marketing research (c).Customer profiles (d) Internal databases

12. Which of the following is currently the fastest-growing form of marketing? (a) consumer-generated marketing (b) online marketing (c) social marketing (d) word-of-mouth marketing

13. Marketing is successful only when it is capable of maximizing profitable sales and achieves longrun customer satisfaction (a) True

(b) False

14. The ultimate aim of customer relationship management is to produce ……………….. (a)market share (b)sales volume (c) profits (d) customer equity

15. The product concept states that consumers will favor products that offer the most quality, performance, and features, and that the organization should therefore devote its energy to making continuous product improvements.

(a) True

(b) False

16. Customers buy from stores and firms that offer the highest ………………. (a)level of customer satisfaction (b) customer perceived value (c) concern for society's interests (d) value for the dollar

17. The set of marketing tools a firm uses to implement its marketing strategy is called the …………... (a) product mix (b) marketing mix (c)TQM (d) promotion mix

18. Which of the following reflects the marketing concept philosophy? (a)"We're in the business of making and selling superior products." (b)"When it's profits versus customers' needs, profits will always win out." (c)"We don't have a marketing department, we have a customer department." (d)"We build them so you can buy them."

19. Marketing is more than a mere physical process of distributing goods and services. (a) True

(b) False

20. Which of the following marketing management concepts is most likely to lead to marketing myopia? (a)customer-driving marketing (b)customer-driven marketing (c)production (d)selling

Answers for Self Assessment Questions 1. (a) 2.(c) 3.(b) 6. (a) 7.(c) 8.(b) 11. (d) 12.(b) 13.(a) 16. (b) 17.(c) 18.(c)

4.(a) 9.(a) 14.(d) 19.(a)

5.(a) 10.(a) 15.(a) 20.(c)

Chapter-2: Managing Marketing Channels

Self Assessment Questions 1. A marketing channel can be defined as which of the following? a. The flow of materials from one point to another. b. The structure linking a group of individuals or organizations. c.

An advertising campaign to reach customers.

d. The distribution of products to Europe from Africa.

2. Which of the following is known as a short-channel? a. Wholesaler-retailer-consumer. b. Producer-retailer-consumer. c.


d. Direct to the consumer.

3. A marketing channel system is the particular set of .................. employed by a firm. Decisions about the marketing channel system are among the most critical facing a firm. a. marketing channels b. distribution/warehouse channels c. finance channels d. management channels

4. A marketing channel performs the work of moving goods from producers to consumers. It overcomes the time, place, and ………………. gaps that separate goods and services from those who need or want them. a. possession b. retail c. consumers d. policies

5. In marketing jargon and according to the elements of the marketing mix, distribution is often referred to as ____________, to cover the decisions and strategies that enable the product to flow to the consumer, whether from the market direct to the home, via a wholesaler or from a retail outlet. a. positioning b. place c.


d. promotions 6. The producer is producing goods on a large scale; it may not be possible for him to sell goods directly to consumers.. (a) True

(b) False

7. Retailers have to ensure a close match between their capabilities and the merchandise offered. They must have a clear understanding of which of the following? a. Store location; customer service. b. Store location; customer service; intermediaries; merchandise selection; image. c.

Store location; customer service; merchandise selection; image.

d. Store location; customer service; intermediaries.

8 Wholesalers are not yet obsolete, but must change their functions to remain viable. (a) True

(b) False

9. ……………………are the traders who buy goods from wholesalers or sometimes directly from producers and sell them to the consumers. a. Quality. b. Location. c.

Issues of supply.

d. Retailers. 10. Which of the following is a long channel? a. Wholesaler-retailer-consumer. b. Producer-retailer-consumer. c.


d. Direct to the consumer.

11……………………. are one of the important middlemen in the channel of distribution who deals with the goods in bulk quantity. a. Manufacturer-user. b. Retailers. c.


d. None of these.

12. Logistics manages the flow of inputs from suppliers, the movement of materials through different operations within the organization, and the flow of materials out to customers (a) True

(b) False

13. Manufacturer-user. This direct channel is most appropriate where the goods being sold have which of the following characteristics? a. Low unit cost. b. Geographically dispersed buyers. c.

Low technical content.

d. High unit cost.

14. A wholesaler collects goods from manufacturers or producers in large quantities. (a) True

(b) False

15. Some intermediaries add logistical value in various forms. Which of the following is not an example of logistical value? a. Differentiating. b. Breaking of bulk packs so as to sell smaller quantities. c.


d. Sorting.

16. When choosing the channel structure, which of the following should be considered in making one's choice of channel decision? a. Quantity of product to be sold. b. Market coverage. c.

Profit margins.

d. All of the above.

17. In achieving this market coverage effectively and efficiently, there are three alternative models of distribution intensity. Which of the following are they? a. Intensive; exclusive; selective. b. Penetrating; exclusive; selective. c.

Inclusive; exclusive; selective.

d. Penetrating; inclusive; exclusive.

18. Selective distribution is usually associated with which type of goods? a. Shopping goods. b. Industrial goods. c.

Convenience goods.

d. Organizational goods.

19. There are many influences on channel strategy. Which of the following are examples of these influences?

a. Buying complexity and behavior. b. The product. c.

The market.

d. All of the above. 20. Which of the three types of Vertical Marketing System is the most prevalent form? a. Administered. b. Contractual. c.


d. Corporate.

Answers for Self Assessment Questions 1.(b) 2.(b) 3.(a) 6.(a) 7.(c) 8.(a) 11.(c) 12.(a) 13.(d) 16.(d) 17.(a) 18.(a)

4.(a) 9.(d) 14.(a) 19.(d)

5. (b) 10. (c) 15. (a) 20. (b)

Chapter-3: Marketing Strategy and Planning

Self Assessment Questions

1. ………………. is the process that helps managers understand the nature of the industry, the way firms behave competitively within the industry, and how competition is generally undertaken. a) Market needs analysis b) Portfolio analysis c) Strategic market analysis d) Organizational analysis

2. Marketing planning occurs at which of the following company levels? a. The product level. b. The market level. c.

The business-unit level.

d. All of the above. 3. Strategic management can also be defined as a bundle of decisions and acts which a manager undertakes and which decides the result of the firm’s performance. (a) True

(b) False

4. This type of growth refers to concentrating activities on markets and/or products that are familiar. a) Diversification. b) Condensive. c) Integrative. d) Intensive. 5. Product development is usually recognized as a formal stage in the product life cycle, many ideas for long-term product planning are derived from the concepts that are generated through this preliminary process. (a) True

(b) False

6. What is the difference between strategy and tactics? a. Strategy is about overall direction: tactics is about ways of getting there. b. Strategy is formal, tactics are informal. c.

Strategy reflects medium term objectives.

d. Strategy is about major issues: tactics is about minor issues 7. Product is new; persuading the market to buy the product is of secondary importance to informing the public that the product exists. (a) True

(b) False

8. …………………….. are about organizations seeking gaps in broad market segments or finding gaps in competitors' product ranges. a) Market niche strategies b) Differentiation c) Cost leadership d) Focus strategies

9. Diversification is best described as which of the following? a) Existing products in new markets. b) Existing products in existing markets. c) New products for new markets. d) New products for existing markets.

10. Key performance indicators, which companies set and measure their progress towards in order to determine whether or not they have improved or maintained their performance over a given period of time, are referred to as: a) marketing implementation. b) marketing programs.

c) budgeting. d) marketing metrics. 11. Marketing Planning can then be used: a. To assess how well the organization is doing in its markets. b. To identify current strengths and weaknesses in these markets. c.

To establish marketing objectives to be achieved in these markets.

d. All of above

12. What is the marketing audit? a. The introduction of a new costing mechanism. b. A 'snapshot' of the firm's current marketing activities. c.

A check on the cost-effectiveness of the firm's marketing expenditure.

d. An examination of the costs and expenditures involved in marketing. 13. What drives the marketing strategies of an organization? a. The vision of the CEO. b. Internal resources of an organization. c.

The vision of the Marketing Director.

d. The corporate strategy of the organization. 14. A statement that sets out what the organization wishes to achieve in the long term is referred to as: a) mission. b) vision. c) values. d) strategic context.

15. Organizational values are important because they: a) help shape mission statements. b) help increase sales.

c) help guide behavior and the recruitment and selection decisions. d) help define market research.

16. The Strategic Marketing Planning process consists of a series of logical steps and these steps can be aggregated into four phases. Which of the following is not included in the phases of the strategic marketing planning? a) Defining marketing strategy. b) Setting the right mission and corporate goals. c) Reviewing the current situation. d) Formulating strategy. 17. Marketing plan is achieved at the end of the planning process and should be a short, working, summary document of all the environment analysis which precedes it. (a) True

(b) False

18. ……………can also be defined as a bundle of decisions and acts which a manager undertakes and which decides the result of the firm’s performance. a) Strategy b) Strategic management c) Openness d) Weakness

19. In SWOT analysis, situations where organizations are able to convert weaknesses into strengths and threats into opportunities, these are called: a) strategic windows. b) strategic leverage. c) conversion strategies. d) vulnerability.

20. The competitive analysis is a statement of the business strategy and how it relates to the competition. (a) True

(b) False

Answers for Self Assessment Questions 1. (c) 2.(d) 3.(a) 6. (a) 7.(a) 8.(d) 11. (d) 12.(b) 13.(d) 16. (a) 17.(a) 18.(b)

4.(d) 9.(c) 14.(a) 19.(c)

5.(b) 10.(d) 15.(c) 20.(a)

Chapter-4: Fundamentals of Product Management Self Assessment Questions

1. Five stages in the product life cycle can be identified. Which of the following is NOT a generally accepted stage? (a)Introduction (b)Peak (c)Growth (d)Maturity

2. A product that is perceived as being of average quality by one person may be perceived as being of high quality by someone with: (a)Higher expectations (b)Rising expectations (c)Falling expectations (d)Lower expectations 3. We define a ________ as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. a. b. c. d.

service encounter product service variability service

4. At what stage in the product lifecycle does the sales growth start to slow down? (a)Growth stage (b)Maturity stage (c)Saturation stage (d)Decline stage

5. Under positioning is not a scenario in which the customer’s have a blurred and unclear idea of the brand. (a) True

(b) False

6. What description is often given to groups of consumers who like to be seen owning something new and who are therefore prepared to purchase a product while it is still expensive? (a)Innovators

(b)Early adopters (c)Early majority (d)Laggards 7. Brand manager have four options of sponsoring the brand. They are………. a. b. c. d.

Manufacturer brand Private brand Licensing All of above

8. Which growth strategy focuses on developing new products for a company's existing markets? (a)Market penetration (b)Market development (c)Product development (d)Diversification 9. Brand Positioning is the key of marketing strategy. (a) True

(b) False

10. Price determination is very important aspect of strategic planning. (a) True

(b) False

11. The core product is best defined as: (a)The fundamental benefit of the product (b)The secondary product (c)The tangible product (d)The augmented product 12. Product is a …………………….., place, events or organizations offered to consumers to satisfy his need or want. (a) good (b) service (c) person (d)All of above

13. An important reason for categorizing products is: (a)To learn from the marketing of another product which appears to be different in form, but is similar in terms of the needs it fulfils. (b)To prioritise the messages that could be given to customers. (c)To identify the attributes which lead to brand loyalty. (d)To simplify a complex matrix of attributes in to a two dimensional model that can be interpreted by all product stakeholders.

14. New product idea can be generated either from the internal sources or external sources. (a) True

(b) False

15. Product is a key element in ________. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services. a. brand equity b. the market experience c.

brand extension

d. the market offering 16. Business analysis: it is the analysis of sales, costs and profit estimated for a new product to find out whether these align with company mission and objectives. (a) True

(b) False

17. ________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. a. Services b. Consumer products c.

Industrial products

d. Straight extensions 18. Strategy recognizes that marketing to a homogenous customer group may not be that effective a strategy for the product the business is selling. (a) True

(b) False

19. Product planners must design the actual product and find ways to ________ it in order to create the bundle of benefits that will create the most customer value. a. brand b. package c.


d. augment

20. Product planners need to think about products and services on three levels. The most basic level is the ________, which addresses the question, "What is the buyer really buying?" a. b. c. d.

actual product augmented product exchange core benefit

Answers for Self Assessment Questions 1. (b) 2.(d) 3.(b) 6. (a) 7.(d) 8.(c) 11. (a) 12.(d) 13.(a) 16. (a) 17.(b) 18.(a)

4.(b) 9.(a) 14.(a) 19.(d)

5.(b) 10.(a) 15.(d) 20.(d)

Chapter-5 Managing Marketing Communication Self Assessment Questions

1. Primarily, marketing communications is: a. a message interpretation activity b. an audience centred activity c.

an engagement centred activity

d. a management process centred activity 2. Most of the marketing communications budget in the b2b market is likely to be allocated to: a. agency fees b. media costs c.

sales management

d. brand management 3. Business-to-business marketing communications are usually: a. informal b. forms c.


d. None of these 4. When selecting the elements for the marketing communications mix which five criteria should be used? a. Control, finance, credibility, dispersion and tasks b. impact, finance, credibility, role, and vision c.

Involvement, finance, agencies, dispersion and tasks

d. Audience, measurability, credibility, dispersion and finance 5. Which of the following is regarded as a key criterion when, selecting a marketing communications tool? a. Level of available human resources b. Level of agency influence c.

Level of available financial resources

d. Level of competitor activity 6. Upward communication is the flow of information from subordinates to superiors, or from employees to management. (a) True

(b) False

7. Which marketing communications tools best encourage action? a. Advertising b. Direct marketing c.

Public relations

d. Personal selling 8. Which marketing communications tool is best for creating awareness? a. Advertising b. Public relations c.

Direct marketing

d. Personal selling e. Sales promotion 9. Which of the following is not considered part of the carefully blended mix of promotion tools? a. Relationship marketing b. Personal selling. c. Public relations. d. Advertising. 10. Where a manufacturer aggressively sells its products to wholesalers, this is known as……… a. b. c. d.

Direct marketing Direct sale A "pull" distribution strategy A "push" distribution strategy

11. Which marketing communications tool is characterized by high interaction, medium credibility, high costs and low wastage? a. Direct marketing b. Public relations c.

Personal selling

d. Advertising

12. Developing a promotional program for a new service begins with: a. b. c. d.

Choosing a promotional message Determining promotional objectives Choosing an appropriate medium Evaluating alternative media

13. Which of the following is a key characteristic of business-to-business marketing communications? a. Informality of communications b. Small number of people involved with the decision c.

Use of information-based and rational messages

d. Short purchase decision times

14. Within the promotional mix, public relations is most likely to be an important element for an innovative new product which is in the ……………….. stage of its life cycle: a. b. c. d.

introduction growth saturation decline

15. What are the four elements used to scope marketing communications? a. Developed, pricing range, product experiences, service experiences b. Planned, unplanned, product experiences, service experiences c.

Planned, undeveloped, product experiences, message experiences

d. Planned, unplanned, employee involvement, service experiences

16. Engagement through marketing communications can be achieved through: a. provoking behavior b. the development of brand values c.

rromoting high levels of recall

d. features and benefits

17. There are many methods of determining a company's total promotional budget. Which of the following methods is generally considered the most appropriate for addressing the marketing needs of a product at the current stage in its lifecycle? a. b. c. d.

Percentage of sales Objective and task Residual Comparative parity

18. The use of marketing communications can be influenced by three broad environmental elements. These are: a. competitive, economic and internal b. social, external and internal c.

external, internal and market

d. cultural, market and economic 19. The marketing communications mix consists of _____ core elements. a. 3 b. 5 c.


d. 4 20. One of the tasks of marketing communications is to reassure customers. a. True b. False

Answers for Self Assessment Questions 1. (b) 2.(c) 3.(b ) 6. (a) 7.(d) 8.(a) 11. (c) 12.(b) 13.(c) 16. (b) 17.(b) 18.(c)

4.(a) 9.(a) 14.(a) 19.(a)

5.(c) 10.(d) 15.(b) 20.(a)

Chapter-6: Promotion Self Assessment Questions 1. The marketing mix consists of product, price, place, promotion, people, process and payment. a. True b. False 2. ………… interested in identifying whether the message given is effectively reaching the consumer and inducing them to purchase the product. a. Market department b. Communication department c.

Production department

d. None of these 3. Advertising consists of all the activities in presenting to a group, a non-personal, visual, openly sponsored message regarding a product, service or idea. (a) True

(b) False

4. Publics are organizations or individuals that have actual or potential influence on the company's sales. a. True b. False 5. Relationship marketing focuses on the lifetime value of the customer. a. True b. False 6. Societal marketing is about the needs of society as a whole. a. True b. False 7. The paradigm that leads to more complex products at ever-increasing prices is _______. a. sales orientation b. marketing orientation c. production orientation d. product orientation 8. Someone who is responsible for finding out what individual customers need, and explaining how the firm's products meet those needs, is a _________. a. brand manager b. sales manager c. market research manager d. salesperson 9. Someone who controls media purchases and deals with advertising agencies is ___________.

a. b. c. d.

a public relations manager a brand manager an advertising manager a sales manager

10. A specific satisfier for a need is called a _____. a. demand b. market c. want d. product 11. The philosophy that the customer should be at the centre of everything the company does is called _______. a. marketing orientation b. sales orientation c. product orientation d. production orientation 12. A strategy which aims to produce a perfect product which will suit everybody is called: a. marketing orientation. b. product orientation. c. production orientation. d. perfection orientation. 13. A strategy which aims to produce the maximum amount of goods at the lowest possible price is called: a. production orientation. b. cost orientation. c. societal marketing. d. selling orientation. 14. Someone who has responsibility for marketing decisions concerning a group of products is: a. b. c. d.

a brand manager. a marketing manager a product manager. a sales manager.

15. Which of the following is true? a. Value is always lower than price. b. Price is always lower than value. c. Value is what consumers are prepared to pay. d. Cost is always lower than price. 16. The marketing concept should be central to business strategy because: a. companies have a moral responsibility to care for their customers.

b. business strategy is aimed at customers. c. customers will only spend money with firms that look after their needs. d. marketing enables firms to persuade their customers to buy things they do not really need. 17. Personal channels and non personal channels constitute the marketing communication mix or promotion mix. (a) True

(b) False

18. Production orientation is about creating the ideal product. a. True b. False 19. Marketing is the process of managing exchange. a. True b. False 20. Sales orientation is the view that customers will not ordinarily buy enough of the firm's products unless there is an aggressive sales campaign. a. True b. False

Answers for Self Assessment Questions 1.(b) 2.(c) 3.(a) 6.(a) 7.(c) 8.(a) 11.(c) 12.(a) 13.(d) 16.(d) 17.(a) 18.(a)

4.(a) 9.(d) 14.(a) 19.(d)

5. (b) 10. (c) 15. (a) 20. (b)

Chapter-7- Market Evaluation and Controls Self Assessment Questions 1. ……………………is distinguished from other modes of obtaining desired goods, such as through self production, begging, theft, or force. a. Marketing b. Organization c.


d. None of these

2 . ………………………….is the ultimate indicator of tracking goal achievement. a. Management satisfaction b. Employee satisfaction c.

Customer satisfaction

d. None of these

3. Marketing’s principal function is to promote and facilitate exchange. (a) True

(b) False

4. Marketing is not confined to any particular type of economy, because goods must be exchanged and therefore marketed in all economies and societies except perhaps in the most primitive. (a) True

(b) False

5. Marketing audit is, in some respects, the raw material for the strategic control. (a) True

(b) False

6. The ………………, in some respects, the raw material for the strategic control. a. marketing b. financial audit c.

marketing audit

d. None of these

7. Behavioral controls involve the direct evaluation of managerial and employee decision making, not of the results of managerial decisions. a. True b. False

8. ……………is the process of monitoring the proposed plans as they proceed and adjusting where necessary. a. Rewards allocated to those who shout loudest b. Marketing control c.

Products, prices

d. None of these

9. Resources are not scarce and costly so it is important to control marketing plans. (a) True

(b) False

10. Market Environment is……….. a. Total market size growth and trends b. Market characteristics, growth and trends c.

Products, prices

d. All of above

11. Marketing ethics is the systematic study of how moral standards are applied to marketing decisions, behaviors, and institutions. (a) True

(b) False

12. Marketing communications activities can be deemed 'ethically neutral', meaning that they depend on: a. Available finance b. Stated business aims c.

Legal guidelines

d. How they are carried out

13. Ethical business practice requires, above all else, an active awareness and consideration of the likely long-term consequence of any action. a. True b. False

14. Research suggests that marketing communications designed to shock are: a. Probably the least effective b. Always the most effective c.

Possibly counter-productive

d. None of these

15 . The business / organizational framework have no influence on ethical behavior. a. True b. False

16 . Research suggests that unethical behavior is viewed most seriously by stakeholders if: a. It has a long-term, negative impact on organizational effectiveness b. Unfavourable reports appear in the media c.

Some customers are upset

d. A standards agency criticises the organization

17 . Ethical behavior is a matter of: a. Obeying the rules b. Acting on a considered judgement c.

Juggling standards and business needs

d. None of these

18. Research shows that a majority of marketers: a. Believe that ethics and social responsibility are important b. Do not care about ethics and social responsibility c.

Pretend that ethics and social responsibility are important

d. None of these 19. Markets are broken into segments in which people share some similar characteristics. (a) True

(b) False

20. Marketing practices are deceptive if customers believe they will get more value from a product or service than they actually receive. b) (a) True

(b) False

Answers for Self Assessment Questions 1. (a) 2.(c) 3.(a) 6. (c) 7.(a) 8.(b) 11. (a) 12.(d) 13.(a) 16. (a) 17.(b) 18.(c)

4.(a) 9.(a) 14.(c) 19.(a)

5.(a) 10.(d) 15.(b) 20.(a)

Chapter-8: E-Marketing Self Assessment Questions 1. E-marketing provides large and small businesses access to a huge market of over two billion users at affordable prices (a) True

(b) False

2. Internet marketing also called as ………….that means it is the best service of promoting your products over the Internet. a. marketing b. online-marketing c.

E-commerce marketing

d. None of these 3. The Internet marketing strategic plan used by most successful online businesses has already been proven to be effective. (a) True

(b) False

4. ………… also customized for returning visitors, making repeat purchases easier. a. Sale process b. Buying process c.


d. None of these

5 .E-marketing is best seen as: a. the same as e-commerce b. equivalent to e-business c.

broader than e-business

d. a subset of e-business

6. Market is basically your current consumers and your potential clients in certain area. (a) True

(b) False

7 .The e–marketing plan has: a. the same objectives as the marketing plan b. the same objectives as the e-business plan c.

the same objectives as the corporate plan

d. objectives which support the objectives of other organizational plans 8 .Which is not one of the elements of a company’s external micro-environment that need to be assessed during situation analysis for e-marketing? a. Intermediary analysis b. Competitor analysis c.

Demand analysis

d. Supplier analysis 9. Assessing the demand for digital services (the online revenue contribution) is an example of: a. satisfying customer requirements. b. identifying customer requirements. c.

anticipating customer requirements.

d. none of the above. 10. Internet is very important tool in marketing. (a) True

(b) False

11. The main outcome that is required from the owner of a site offering laser eye treatment. a. Connect audience with relevant content. b. Increase engagement with audience. c.

Achieve a sale.

d. Generate potential sales leads which are likely to be converted offline. 12. Internet Marketing is actually a mixture of values, along with the successful and useful allotment of content. (a) True

(b) False

13. E-pricing can also easily reward loyal customers. (a) True

(b) False

14. Marketing is the management process responsible for ____________, anticipating and satisfying customer requirements profitably. a. supplying b. researching c.


d. identifying 15. The _______________ customer concern from the 4Cs is equivalent to the Price element of the marketing mix. a. cost b. communications techniques c.


d. needs and wants

16. The direct online contribution effectiveness refers to: a. the reach of audience volume of a site. b. the proportion of sales influenced by the website. c.

the proportion of business turnover achieved by e-commerce transactions.

d. both the first and third answers above. 17. Which is NOT one of the elements of a company's external micro-environment that need to be assessed during situation analysis for e-marketing? a. Intermediary analysis. b. Competitor analysis. c.

Demand analysis.

d. Supplier analysis. 18. E-commerce was stunted by security fears, but improved technology has made millions of people worldwide feel comfortable buying online. (a) True

(b) False

19. A challenge of managing the online marketing mix that most closely relates to the satisfying behavior when selecting products is: a. Product. b. Place. c.


d. Price. 20. A challenge of managing the online marketing mix that most closely relates to endorsement, awards and accreditation is: a. Promotion. b. Price. c.


d. Product.

Answers for Self Assessment Questions 1. (a) 2.(b) 3.(a) 6. (a) 7.(d) 8.(d) 11. (d) 12.(a) 13.(a) 16. (c) 17.(d) 18.(a)

4.(b) 9.(c) 14.(d) 19.(d)

5.(d) 10.(a) 15.(a) 20.(d)

Chapter-9: Consumer Behavior

Self Assessment Questions 1. Consumer Behavior may be defined as………….. a) the interplay of forces that takes place during a consumption process, within a consumers’ self and his environment. b) decision process and physical activity during consumption process. c) A study that analyzes the stages of evaluating, acquiring, using and disposing of goods and services d) All of the above. 2. Consumer behavior focuses specifically on the…… a) Initiator b) User c) Buyer d) Decider 3. Buying Behavior is the decision processes and acts of people involved in buying and using products. (a) True

(b) False

4. …………………… is never simple, yet understanding it is the essential task of marketing management. a. Consumer buying behavior b. Consumption pioneering c.

Early adoption

d. Brand personality

5. Culture refers to values, ideas, attitudes and other meaningful symbols created by people to shape human behaviors. (a) True

(b) False

6. In the model of buyer behavior, which of the following is not a major type of force or event in the buyer's environment? a. cultural b. technological c.


d. political

7. Culture is the combination of customs, beliefs and values of consumers in a particular nation. (a) True

(b) False

8. Family is one of the ________ factors that influence consumer behavior. a. business b. personal c.


d. cultural

9. Perception: It is the process of acquiring, interpreting, selecting and organizing sensory information. (a) True

(b) False

10. A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept. a. habitual buying behavior b. personal characteristics c.

variety-seeking buying behavior

d. reference groups 11. The buying process starts with ________, in which the buyer recognizes a problem or need. a. information search b. need recognition


purchase decision

d. evaluation of alternative

12. Which of the following is not included in the decision-making unit of a buying organization? a. individuals who make the buying decision b. individuals who control buying information c.

individuals who supply the product

d. individuals who influence the buying decision

13. Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities; that is, "we are what we have." Under this premise, consumers ________. a. are attracted to products that fit in with their existing attitudes b. use brand personalities c.

buy products to support their self-images

d. conduct the information search

14. What can we say about the size of the business market compared to consumer markets? a. It is approximately the same. b. It is smaller. c.

It is somewhat larger.

d. It is huge.


__________________ is the process of evaluating each market segment's attractiveness and selecting one or more segments to enter.


Mass marketing


Market segmentation


Market targeting


Market positioning

16. Consumer psychology is a specialty area that studies how thoughts, beliefs, feelings and perceptions influence how people buy and relate to goods and services. (a) True

(b) False

17. A ……………. is a need that is sufficiently pressing to direct a person to seek satisfaction. a. motive b. culture c.


d. stimulus

18. Customer delivered value can be determined through a combination of total customer value and total customer cost. (a) True

(b) False

19. ………………. describes changes in an individual's behavior arising from experience. a. Lifestyle b. Perception c.

Cognitive dissonance

d. Learning

20. Product value is the value of products offered by company to customers. (a) True

(b) False

Answers for Self Assessment Questions 1. (d) 2.(c) 3.(a) 6. (c) 7.(a) 8.(c) 11. (b) 12.(c) 13.(c)

4.(a) 9.(a) 14.(d)

5.(a) 10.(b) 15.(c)

16. (a)