Marketing Management Sample Paper

1049 Words Aug 2nd, 2011 5 Pages
Course: Marketing Management 1

Max. Marks:20
Time: 20 minutes

Name-----------------------
Roll no.-----------------------

Answer any 20 from the following

Multiple Choice Questions: Circle/fill up the blank

1. Companies that search for customers and may negotiate on the producer’s behalf but do not take title to the goods are called ________.
a. marketers
b. merchants
c. facilitators
d. agents
e. none of the above
Answer: d

2. A ________ strategy involves the manufacturer using advertising and promotion to persuade consumers to ask intermediaries for the product, thus inducing the intermediaries to order it.
a. push
b. pull
c. promote
d. provide
e. none of the above
Answer: b

3. When the
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zero-based budgeting method
d. competitive-parity method
e. last year’s budget method
Answer: d

14. Communicators use ________ appeals such as fear, guilt, and shame to get people to things or stop doing things.
a. destructive
b. scary
c. attractive
d. emotional
e. negative
Answer: e

15.________ is most important when launching new products, flanker brands, or extensions of well-known brands.
a. Media selection
b. Weighted exposures
c. Impact
d. Reach
e. Frequency
Answer: d

16. One of the advantages of television is that it combines sight, sound, and motion, appealing to the senses, high attention, and high reach. One of the disadvantages of television is its ________.
a. use of the “remote control” to zap through commercials
b. high clutter
c. cable channels
d. fragmented markets
e. censorship possibilities
Answer: b

17. One of the ways you can attempt to measure whether or not a company is overspending on advertising is to try to connect share of expenditures to share of market. The first step in this process is to translate a company’s share of expenditures into its ________.
a. share of consumer’s minds
b. share of advertising expenditures
c. market share
d. share of market
e. share of voice
Answer: e Page: 584 Level of difficulty: Hard

18 You are calling on a buyer at a mid-west industrial supplier and are in the process of using the AIDA and

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