MCQ of Marketing management

SEMESTER - 4

MARKETING MANAGEMENT 

Identifying Market Segments & Targets - MCQs with answers - Part 1

Levels of market segmentation

1. In effective target market, marketers should focus on:

a) Market segmentation
b) Market Targeting
c) Market positioning
d) All of the above

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ANSWER: d) All of the above

2. A flexible market offering consists of:

a) A naked solution
b) Discretionary options
c) Both a and b
d) None of the above.

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ANSWER: c) Both a and b

3. A naked solution in flexible market consists of those services and products elements that

a) All segment members value
b) Some segment members value
c) No one values
d) None of the above

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ANSWER: a) All segment members value

4. Discretionary options in flexible market offering consists of services and products elements that

a) All segment members value
b) Some segment members value
c) No one values
d) None of the above

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ANSWER: b) Some segment members value

5. _______________ exists when all consumers have almost the same preferences and the market reflects no natural segments.

a) Clustered preferences
b) Diffused preferences
c) Homogenous preferences
d) None of the above

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ANSWER: c) Homogenous preferences

6. Consumers in ____________ vary greatly in their preferences. If several brands are there in the market they are likely to position themselves throughout the space and show real differences to match differences in consumer groups.

a) Clustered preferences
b) Diffused preferences
c) Homogenous preferences
d) None of the above

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ANSWER: b) Diffused preferences

7. ____________ result when natural market segments surface from groups of customers with shared preferences.

a) Clustered preferences
b) Diffused preferences
c) Homogenous preferences
d) None of the above

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ANSWER: a) Clustered preferences

8. Crack, an famous ointment from Paras Pharmaceuticals is an example of _______

a) Mass marketing
b) Local marketing
c) Niche marketing
d) None of the above

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ANSWER: c) Niche marketing

9. There are many large companies like IBM that have lost a chunk of their market share to nichers. Such form of confrontations have been termed as __________

a) Gorillas against Guerillas
b) Guerillas against Guerillas
c) Guerillas against Gorillas
d) None of the above

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ANSWER: c) Guerillas against Gorillas

10. "Guerillas against Gorillas" highlight which form of marketing?

a) Mass marketing
b) Niche marketing
c) Local marketing
d) None of the above

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ANSWER: b) Niche marketing

Identifying Market Segments & Targets - MCQs with answers - Part 2

Bases of segmenting consumer markets

1. Niche marketers' objective is to understand their customers' need so well following which the customers are ________

a) Willing to pay a premium
b) Reluctant to pay a premium
c) Not willing to buy at even discounts
d) None of the above

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ANSWER: a) Willing to pay a premium

2. The movie Spiderman 3 was launched in India in five different languages, including Bhojpuri. It is an example of:

a) Local marketing
b) Niche marketing
c) Mass marketing
d) None of the above

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ANSWER: a) Local marketing

3. _________ reflects a growing trend named grassroots marketing.

a) Local marketing
b) Niche marketing
c) Mass marketing
d) Individual marketing

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ANSWER: a) Local marketing

4. Ruff and tuff jeans product of Arvind Mills is an example of

a) Local marketing
b) Niche marketing
c) Mass marketing
d) Individual marketing

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ANSWER: d) Individual marketing

5. Which bank has tagline of "World's Local Bank"?

a) ICICI Bank
b) HSBC Bank
c) HDFC Bank
d) None of the above

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ANSWER: b) HSBC Bank

6. Socioeconomic classification, lifestyle and personality are major segmentation variables in which category?

a) Geographic
b) Behavioral
c) Demographic
d) Psychographic

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ANSWER: d) Psychographic

7. Readiness stage and attitude towards product are major segmentation variable in which category?

a) Geographic
b) Behavioral
c) Demographic
d) Psychographic

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ANSWER: b) Behavioral

8. Income, education and occupation are major segmentation variables in which category?

a) Geographic
b) Behavioral
c) Demographic
d) Psychographic

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ANSWER: c) Demographic

9. The magazine "Magic Pot" published by the Malayala Manorma Group in India is targeted at

a) College students
b) Nursery and primary school children
c) Higher secondary school children
d) None of the above

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ANSWER: b) Nursery and primary school children

10. Rural markets in South India are _________ in terms of size, occupation and population of people, income levels, accessibility socio-cultural factors, and similar dimensions.

a) Heterogeneous
b) Homogenous
c) Both a and b
d) None of the above

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ANSWER: a) Heterogeneous

Identifying Market Segments & Targets - MCQs with answers - Part 3

Segmentation bases

1. Socioeconomic classification known as SEC uses which variable/variables in rural market segmentations?

a) Occupation of the chief wage earner
b) Type of House
c) Both a & b
d) None of the above

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ANSWER: c) Both a & b

2. Socioeconomic classification for rural market segmentation classifies consumers into _____classes.

a) Eight
b) Four
c) Seven
d) Six

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ANSWER: b) Four

3. Markets can be segmented using which dimensions?

a) Geographic and demographic
b) Behavioral and Psychographic
c) Both a and b
d) None of the above

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ANSWER: c) Both a and b

4. "Make way for happiness" is a tagline of ________

a) Bajaj Wave
b) Activa Honda
c) Honda Dio
d) None of the above

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ANSWER: a) Bajaj Wave

5. Sachet marketing was designed to specifically target the '___________ market'.

a) Top of the pyramid
b) Mid-point of the pyramid
c) Bottom of the pyramid
d) All of above are false

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ANSWER: c) Bottom of the pyramid

6. Consumption behavior in India is said to be prejudiced in India by socioeconomic factors governed by the people's ________

a) Education
b) Occupation
c) Both a and b
d) None of the above

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ANSWER: c) Both a and b

7. People within the same demographic group exhibits ________ psychographic profiles.

a) Very Different
b) Similar
c) Can't say
d) None of the above

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ANSWER: a) Very Different

8. Psychographics is the science of using ____________ to better understand consumers.

a) Psychology
b) Demographics
c) Both a and b
d) None of the above

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ANSWER: c) Both a and b

9. The magazine __________ is targeted as the magazine of woman of substance.

a) Femina
b) Cosmopolitan
c) Vogue
d) None of the above

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ANSWER: a) Femina

10. In VLAS segmentation framework, consumer motivation is

a) Horizontal dimension
b) Vertical dimension
c) Varies
d) None of the above

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ANSWER: a) Horizontal dimension

MID SEMESTER EXAMINATION

MARKETING MANAGEMENT

(MM)

MCQS

MARKET SEGMENTATION

(1) Dividing a market into groups based on consumer knowledge, attitude, use or response to a product is known as _______ segmentation.

(A) Psychographic

(B) Behavioral

(C) Geographic

(D) Demographic

(2) _______ Refers to a consistent pattern of behaviour.

(A) Personality

(B) Life Style

(C) Motivation 

(D) Learning

(3) ______ Segmentation is used to understand consumer and to identify targets for new and for existing products.

(A) Behavioral

(B) Psychographic

(C) Demographic

(D) Geographic

(4) _______ refers to the set of norms, beliefs and values that are learned from the society.

(A) Sub - culture

(B) Culture

(C) Social class

(D) Role & Status

(5) The act of dividing a market into distinct group of buyers having similar wants is called as ______.

(A) Targeting

(B) Market segmentation

(C) Positioning

(D) Market development

(6) Buyers Can be dividend into _______

groups according to their brand loyalty status.

(A) Three

(B) One

(C) Four

(D) Two

(7) Name the main variables used to segment the market.

(A) Nationality

(B) Life style

(C) Density

(D) Personality

(8)  _______ Provides more specific identification and socialization for their members Geographic Demographic, Psychographic, Behavioral.

(A) Religion

(B) Culture

(C) Sub-culture

(D) Nationality

(9) A ______ is a persons pattern of living in the world as expressed in activities interest and opinions.

(A) Family Size

(B) Income

(C) Culture

(D) Life style

(10) State the give Classes of attitudes used to segment the market.

(A) Indiiferent

(B) Negative

(C) Positive

(D) Enthusiastic

PRODUCT LIFE CYCLE

(11) In ______ stage of PLC the product sales starts declining.

(A) Decline

(B) Introduction

(C) Growth

(D) Maturity

(12) in ______ stage of PLC the sales increases but at a slow rate.

(A) Decline

(B) Growth

(C) Introduction

(D) Maturity

(13) Customers entering into the market during the introduction stage ot preduct life cycle are named as _______.

(A) Decline

(B) Innovators

(C) Adopters

(D) Loyal

(14) There are _______ stages in a product life cycle.

(A) Three

(B) Two

(C) One

(D) Four

(15) Growth stage is the period of rapid market acceptance and substantial profit improvement.

(A) Maturity

(B) Decline

(C) Growth

(D) Introduction 

(16) _______ stage is the period when sales show a downward shift and profit erodes.

(A) Maturity

(B) Decline

(C) Introduction

(D) Growth

(17) ______ stages of product life cycle in logical order.

(A) Decline

(B) Maturity

(C) Growth

(D) Introduction 

(18) State the three phases of maturity stage

(A) Stable maturity stage

(B) Growth maturity stage

(C) Decaying maturity stage

CONSUMER BEHAVIOUR

(19) _______ is a process whereby the individual interacts with his her environment for the purpose of making market place decision on product / services.

(A) Consumer behaviour

(B) Segmentation

(C) Positioning

(D) Targeting

(20) ______ is a complex mental picture of ourselves.

(A) Self concept

(B) Personality

(C) Status

(D) Life style

(21) ______ group consist of those group that have a direct or indirect influence on the persons attitude and behaviour.

(A) Age group

(B) Family

(C) Social group

(D) Reference group

(22) A group to which a person would like to belong is called _______ group.

(A) Dissociative

(B) Secondary

(C) Primary

(D) Aspirational 

(23) The person within the group who exerts, influence and transmit information is known as the.

(A) Opinion Leader

(B) Manager

(C) Group Leader

(D) Director

(24) _____ Consist of activities that a person is expected to perform according to the person around him / her.

(A) Authority

(B) Duty

(C) Role

(D) Task

(25)  _____ are those consumers who buy one brand all the time.

(A) Hard Core Loyals

(B) Split Loyals

(C) Switchers

(D) Shifting Loyals

(26) Consumers who show no brand loyalty towards any brand are called as _______.

(A) Hard core loyals

(B) Split loyals

(C) Switchers

(D) Shifting loyals

(27) _____ is relatively homogenous divisions in a society having similar values, and behaviour.

(A) Social class

(B) Upper class

(C) Labour class

(D) Middle class

(28) A ______ group is one whose values or behaviour as individual rejects.

(A) Dissociative

(B) Secondary

(C) Primary

(D) Aspirational 

(29) There are total _____ states in a family life cycle.

(A) Nine

(B) Eight

(C) Six

(D) Four

(30) ______Is a persons pattern of Iiving in the world as expressed in his activities interests and opinion.

(A) Life cycle

(B) Trade cycle

(C) Life style

(D) Business cycle

(31) _____ is a process in which an individual selects, organized end impress information inputs to create a meaningful picture of the world.

(A) Organizing

(B) Learning 

(C) Perception 

(D) Sensation

(32) A relatively permanent change in a behaviour as a result of experience is called as _______.

(A) Sensation

(B) Organizing

(C) Learning

(D) Perception

(33) _______ is a descriptive thought that a person holds about something.

(A) Culture

(B) Custom

(C) Attitudes

(D) Beliefs

(34) _______ is a persons favourable or unfavourable evaluations and tentacles towards some object or idea.

(A) Custom

(B) Attitude

(C) Beliefs

(D) Culture

(35) ______ is a person who suggests the idea of buying a particular product.

(A) Marketer

(B) Producer

(C) Buyer

(D) Initiator

(36) Consumers pass through ________ stages in a buying process.

(A) Seven

(B) Five

(C) Four

(D) Two

(37  The buyers satisfaction is a function of buyers _______ from the product and the products perceiveed  _______.

(A) Expectation, performance

(B) Expectation, payment

(C) Performance satisfaction

(D) Payment, expectation

(38) _____ developed a two factor theory of motivation.

(A) Herzberg

(B) Alderfer

(C) Vroom

(D) Maslow

(39) According to  _______human needs are arranged in hierarchy and lower level needs are satisfied first, then higher level need

(A) Herzberg

(B) Aderfer

(C) Vroom

(D) Maslow

(40) _____ is a person who first suggests the idea of buying a product.

(A) Marketer

(B) Producer

(C) Buyer

(D) Initiator

SHORT QUESTIONS

(41) State the two factors that intervene between the purchase intention and purchase decision.

(A) Unanticipated situational factors

(B) Attitude of others

(42) State the various stages of consumer buying process

Information Search

Evaluation of Alternatives

Need Recognition

Purchase Decisions

Post-purchase behaviour

(43) Arrange in order the Maslow's Need hierarchy theory.

(a) Self actualization

(b) Safety needs

(c) Social needs

(d) Esteem needs

(e) Physiological needs

Ans:

(a) Physiological needs 

(b) Safety needs

(c) Social needs

(d) Esteem needs

(e) Self actualization