14-07-2016, 10:33 AM
Multiple Choice Questions
General Questions
1.
What definition best describes the function of marketing?
a. Providing the best goods and services at the most economical price
b. Identifying, anticipating and satisfying customer requirements profitably
c. Anticipating consumer needs through marketing research
d. Profitable sales volume through meeting the needs of customers
e. Building long term relationships with regular customers
2.
Read the following three statements: (i) A focus on manufacturing through making quality products (ii) A focus on actual and potential customer needs and wants (iii) A focus on selling existing products In (i), (ii) and (iii) order above, which sets of philosophies describe these?
a. Marketing; production; sales
b. Sales; marketing; production
c. Production; sales; marketing
d. Production; marketing; sales
e. Sales; production; marketing
3.
What best describes the marketing mix?
a. product; price; place; promotion
b. product; price; place; promotion; sales forecasting; marketing research
c. product; price; place; promotion; segmentation; targeting
d. product; price; place; promotion; public relations
e. product; price; place; promotion; buyer behaviour
4.
The company's macro-environment is made up of four out of five of the following. Which one is not part of a company's macro-environment?
a. political factors
b. socio-cultural factors
c. competitive factors
d. economic factors
e. technological factors
5.
A marketing information system (MkIS) has four component parts which include three inputs and one output. Which one is neither an input nor an output to a MkIS?
a. corporate planning
b. strategic marketing planning
c. market intelligence
d. the internal accounting system
e. marketing research
6.
What phrase best describes relationship marketing?
a. reciprocal trading in terms of buying and selling from each others' companies
b. contacts with customers over time rather than over single transactions
c. a small number of customers to whom the best standard of customer care is given
d. quality products delivered exactly when required
e. single sourcing as opposed to multiple sourcing
7.
Four of the following statements form the description of value analysis (VA). Which statement is incorrect?
a. defining the function of each part of item
b. considering alternative ways of performing the same function
c. examining acceptable alternatives in detail and finding out their cost
d. specifications are decided by committee and not by an individual
e. selecting the alternative which enables the same function to be performed as the original part, but at lower cost
8.
The marketing research process consists of a number of successive stages that have been jumbled up. These jumbled up stages that have each been numbered are as follows: 1. planning the research design; 2. data collection; 3. sample selection; 4. problem definition; 5. data analysis; 6. follow-up; 7. report preparation. Which set of figures below represents the logical sequential phases of a marketing research programme?
a. 4; 3; 5; 1; 2; 7; 6
b. 3; 1; 2; 4; 7; 5; 6
c. 2; 1; 4; 3; 5; 6; 7
d. 4; 1; 2; 3; 7; 5; 6
e. 4; 1; 3; 2; 5; 7; 6
9.
Which of the following represents the most logical progressive sequence?
a. segmentation; targeting; positioning
b. targeting; segmentation; positioning
c. segmentation; positioning; targeting
d. positioning; targeting; segmentation
e. targeting; positioning; segmentation
10.
Which one of the following five words is not a criterion for effective market segmentation?
a. identifiable
b. accessible
c. substantial
d. meaningful
e. effective
11.
Which one of the following is not a direct segmentation base?
a. age
b. social class
c. life style
d. life-cycle stage
e. geographical location
12.
Which is the correct sequence for Maslow's hierarchy of needs from the bottom to the top?
a. safety needs; physiological needs; social and love needs; self esteem needs; self actualisation needs
b. physiological needs; safety needs; social and love needs; self esteem needs; self actualisation needs
c. physiological needs; social and love needs; safety needs; self esteem needs; self actualisation needs
d. physiological needs; safety needs; social and love needs; self actualisation needs; self esteem needs
e. safety needs; physiological needs; safety needs; self actualisation needs; self esteem needs
13.
Which sequence correctly describes the buyer/decision model of consumer behaviour?
a. problem recognition; information search; evaluation of alternatives; purchase decision; post purchase behaviour
b. information search; problem recognition; evaluation of alternatives; purchase decision; post purchase behaviour
c. problem recognition; evaluation of alternatives; information search; purchase decision; post purchase behaviour
d. problem recognition; evaluation of alternatives; purchase decision; information search; post purchase behaviour
e. evaluation of alternatives; information search; problem recognition; purchase decision; post purchase behaviour
14.
Which set of terms correctly describes F.E. Webster's 'Decision Making Unit' (DMU) concept?
a. buyers; influencers; suppliers; deciders; users
b. influencers; buyers; manufacturers; deciders; users
c. manufacturers; salespeople; deciders; buyers; influencers
d. gatekeepers; deciders; users; manufacturers; influencers
e. buyers; deciders; gatekeepers; influencers; users
15.
What must marketing management consider in relation to a company's product mix or product assortment?
a. depth; cost; width
b. length; cost; depth
c. width; quality; depth
d. length; width; depth
e. cost; quality; length
16.
Which one of the following represents the sequential stages of the product life cycle concept?
a. introduction; development; growth; saturation; maturity; decline
b. development; introduction; growth; maturity; saturation; decline
c. development; growth; introduction; maturity; saturation; decline
d. development; introduction; maturity; growth; saturation; decline
e. introduction; growth; development maturity; saturation; decline
17.
Which of the following represents the sequential stages of the concept of the product adoption process?
a. late majority; early majority; innovators; early adopters; laggards
b. innovators; early majority; early adopters; late majority; laggards
c. innovators; early adopters; early majority; late majority; laggards
d. early majority; innovators; early adopters; late majority; laggards
e. innovators; early adopters; early majority; laggards; late majority
18.
Which logical sequence of events best describes the Booz, Allen and Hamilton notion of the decay curve of new product ideas?
a. business analysis; screening; development; market testing; commercialisation
b. screening; business analysis; development; commercialisation; market testing
c. screening; business analysis; market testing; development; commercialisation
d. screening; business analysis; development; market testing; commercialisation
e. business analysis; development; screening; market testing; commercialisation
19.
Ansoff has proposed a number of strategic options from his matrix. These strategic options are in this sequence: market intensification; market diversification; product diversification; conglomerate diversification. Which marketing possibilities reflect the above in the order stated?
a. new products/new markets; new products/existing markets; existing products/new markets; existing products/existing markets
b. new products/new markets; existing products/existing markets; existing products/new markets; new products/existing markets
c. new products/existing markets; existing products/new markets; existing products/existing markets; new products/new markets
d. existing products/new markets; new products/new markets; existing products/existing markets; new products/existing markets
e. new products/new markets; existing products/new markets; new products/existing markets; existing products/existing markets
20.
Which of the following terms correctly describes each of the four boxes of the Boston Consulting Group (BCG) matrix?
a. star; cash cow; dog; war horse
b. dodo; question mark; star; cash cow
c. war horse; star; question mark; dog; cash cow
d. cash dog; cash cow; star; question mark
e. star; question mark; cash cow; dog
21.
Which pair of theories does the Barksdale and Harris combined portfolio combine?
a. Shell/BCG
b. BCG/GE
c. product life cycle/BCG
d. product life cycle/Ansoff
e. Ansoff/Shell
22.
What describes the correct labelling of the axes of the Shell directional policy matrix?
a. strategic position/prospects for sector profitability
b. company's competitive capability/strategic position
c. prospects for sector profitability/company's competitive capability
d. market attractiveness/company's competitive capability
e. competitive position/market attractiveness
23.
What describes the correct labelling of the axes of the GE matrix?
a. strategic position/prospects for sector profitability
b. company's competitive capability/strategic position
c. prospects for sector profitability/company's competitive capability
d. market attractiveness/company's competitive capability
e. competitive position/market attractiveness
24.
The A D Little matrix consists of 20 boxes in a 5 x 4 matrix. What is the correct labelling of the axes on this matrix?
a. strategic position/competitive position
b. competitive position/stage of industry maturity
c. prospects for sector profitability/stage of industry maturity
d. market share/stage of industry maturity
e. competitive position/market share
25.
Porter identified three generic strategies for achieving success in a competitive market. Which were the three strategies that he suggested?
a. overall price leadership; differentiation; focus
b. differentiation; overall cost leadership; penetration pricing
c. overall cost leadership; differentiation; focus
d. overall cost leadership; segmentation; differentiation
e. differentiation; penetration pricing; focus
26.
What are the limitations of the PIMS databank?
a. unrealistic time horizons; it does not estimate profits; possible missed variables
b. difficulties of interpretation; errors of measurement; unrealistic time horizons
c. difficulties of interpretation; unrealistic time horizons; possible missed variables
d. difficulties of interpretation; errors of measurement; possible missed variables
e. unrealistic time horizons; errors of measurement; it does not estimate profits
27.
Which of the following categories represent the Decision Making Unit (DMU)?
a. Gatekeepers; Users; Deciders; Buyers; Influencers
b. Users; Deciders; Buyers; Influencers; Negotiators
c. Deciders; Buyers; Influencers; Gatekeepers; Mediators
d. Gatekeepers; Users; Deciders; Buyers; Consumers
e. Gatekeepers; Users; Buyers; Influencers; Estimators
28.
What are the '7 Ps' of service marketing?
a. Product, price, place, promotion, people, process, planning
b. Product, price, place, promotion, provision, process, physical evidence
c. Product, price, place, promotion, people, process, physical evidence
d. Product, price, place, promotion, people, practice, physical evidence
e. Product, price, place, promotion, people, practice, planning
29.
Data fusion is a technique that is applied in?
a. Sales promotion
b. Pricing
c. Global marketing
d. Direct marketing
e. Logistics management
30.
Viral marketing is applied to?
a. Logistics
b. Email
c. Advertising
d. Sales promotion
e. Direct mail
to get philip kotler questions please visit ;
https://scribddoc/92197446/Marketing-Multiple-Choice-Questions-With-Answers
General Questions
1.
What definition best describes the function of marketing?
a. Providing the best goods and services at the most economical price
b. Identifying, anticipating and satisfying customer requirements profitably
c. Anticipating consumer needs through marketing research
d. Profitable sales volume through meeting the needs of customers
e. Building long term relationships with regular customers
2.
Read the following three statements: (i) A focus on manufacturing through making quality products (ii) A focus on actual and potential customer needs and wants (iii) A focus on selling existing products In (i), (ii) and (iii) order above, which sets of philosophies describe these?
a. Marketing; production; sales
b. Sales; marketing; production
c. Production; sales; marketing
d. Production; marketing; sales
e. Sales; production; marketing
3.
What best describes the marketing mix?
a. product; price; place; promotion
b. product; price; place; promotion; sales forecasting; marketing research
c. product; price; place; promotion; segmentation; targeting
d. product; price; place; promotion; public relations
e. product; price; place; promotion; buyer behaviour
4.
The company's macro-environment is made up of four out of five of the following. Which one is not part of a company's macro-environment?
a. political factors
b. socio-cultural factors
c. competitive factors
d. economic factors
e. technological factors
5.
A marketing information system (MkIS) has four component parts which include three inputs and one output. Which one is neither an input nor an output to a MkIS?
a. corporate planning
b. strategic marketing planning
c. market intelligence
d. the internal accounting system
e. marketing research
6.
What phrase best describes relationship marketing?
a. reciprocal trading in terms of buying and selling from each others' companies
b. contacts with customers over time rather than over single transactions
c. a small number of customers to whom the best standard of customer care is given
d. quality products delivered exactly when required
e. single sourcing as opposed to multiple sourcing
7.
Four of the following statements form the description of value analysis (VA). Which statement is incorrect?
a. defining the function of each part of item
b. considering alternative ways of performing the same function
c. examining acceptable alternatives in detail and finding out their cost
d. specifications are decided by committee and not by an individual
e. selecting the alternative which enables the same function to be performed as the original part, but at lower cost
8.
The marketing research process consists of a number of successive stages that have been jumbled up. These jumbled up stages that have each been numbered are as follows: 1. planning the research design; 2. data collection; 3. sample selection; 4. problem definition; 5. data analysis; 6. follow-up; 7. report preparation. Which set of figures below represents the logical sequential phases of a marketing research programme?
a. 4; 3; 5; 1; 2; 7; 6
b. 3; 1; 2; 4; 7; 5; 6
c. 2; 1; 4; 3; 5; 6; 7
d. 4; 1; 2; 3; 7; 5; 6
e. 4; 1; 3; 2; 5; 7; 6
9.
Which of the following represents the most logical progressive sequence?
a. segmentation; targeting; positioning
b. targeting; segmentation; positioning
c. segmentation; positioning; targeting
d. positioning; targeting; segmentation
e. targeting; positioning; segmentation
10.
Which one of the following five words is not a criterion for effective market segmentation?
a. identifiable
b. accessible
c. substantial
d. meaningful
e. effective
11.
Which one of the following is not a direct segmentation base?
a. age
b. social class
c. life style
d. life-cycle stage
e. geographical location
12.
Which is the correct sequence for Maslow's hierarchy of needs from the bottom to the top?
a. safety needs; physiological needs; social and love needs; self esteem needs; self actualisation needs
b. physiological needs; safety needs; social and love needs; self esteem needs; self actualisation needs
c. physiological needs; social and love needs; safety needs; self esteem needs; self actualisation needs
d. physiological needs; safety needs; social and love needs; self actualisation needs; self esteem needs
e. safety needs; physiological needs; safety needs; self actualisation needs; self esteem needs
13.
Which sequence correctly describes the buyer/decision model of consumer behaviour?
a. problem recognition; information search; evaluation of alternatives; purchase decision; post purchase behaviour
b. information search; problem recognition; evaluation of alternatives; purchase decision; post purchase behaviour
c. problem recognition; evaluation of alternatives; information search; purchase decision; post purchase behaviour
d. problem recognition; evaluation of alternatives; purchase decision; information search; post purchase behaviour
e. evaluation of alternatives; information search; problem recognition; purchase decision; post purchase behaviour
14.
Which set of terms correctly describes F.E. Webster's 'Decision Making Unit' (DMU) concept?
a. buyers; influencers; suppliers; deciders; users
b. influencers; buyers; manufacturers; deciders; users
c. manufacturers; salespeople; deciders; buyers; influencers
d. gatekeepers; deciders; users; manufacturers; influencers
e. buyers; deciders; gatekeepers; influencers; users
15.
What must marketing management consider in relation to a company's product mix or product assortment?
a. depth; cost; width
b. length; cost; depth
c. width; quality; depth
d. length; width; depth
e. cost; quality; length
16.
Which one of the following represents the sequential stages of the product life cycle concept?
a. introduction; development; growth; saturation; maturity; decline
b. development; introduction; growth; maturity; saturation; decline
c. development; growth; introduction; maturity; saturation; decline
d. development; introduction; maturity; growth; saturation; decline
e. introduction; growth; development maturity; saturation; decline
17.
Which of the following represents the sequential stages of the concept of the product adoption process?
a. late majority; early majority; innovators; early adopters; laggards
b. innovators; early majority; early adopters; late majority; laggards
c. innovators; early adopters; early majority; late majority; laggards
d. early majority; innovators; early adopters; late majority; laggards
e. innovators; early adopters; early majority; laggards; late majority
18.
Which logical sequence of events best describes the Booz, Allen and Hamilton notion of the decay curve of new product ideas?
a. business analysis; screening; development; market testing; commercialisation
b. screening; business analysis; development; commercialisation; market testing
c. screening; business analysis; market testing; development; commercialisation
d. screening; business analysis; development; market testing; commercialisation
e. business analysis; development; screening; market testing; commercialisation
19.
Ansoff has proposed a number of strategic options from his matrix. These strategic options are in this sequence: market intensification; market diversification; product diversification; conglomerate diversification. Which marketing possibilities reflect the above in the order stated?
a. new products/new markets; new products/existing markets; existing products/new markets; existing products/existing markets
b. new products/new markets; existing products/existing markets; existing products/new markets; new products/existing markets
c. new products/existing markets; existing products/new markets; existing products/existing markets; new products/new markets
d. existing products/new markets; new products/new markets; existing products/existing markets; new products/existing markets
e. new products/new markets; existing products/new markets; new products/existing markets; existing products/existing markets
20.
Which of the following terms correctly describes each of the four boxes of the Boston Consulting Group (BCG) matrix?
a. star; cash cow; dog; war horse
b. dodo; question mark; star; cash cow
c. war horse; star; question mark; dog; cash cow
d. cash dog; cash cow; star; question mark
e. star; question mark; cash cow; dog
21.
Which pair of theories does the Barksdale and Harris combined portfolio combine?
a. Shell/BCG
b. BCG/GE
c. product life cycle/BCG
d. product life cycle/Ansoff
e. Ansoff/Shell
22.
What describes the correct labelling of the axes of the Shell directional policy matrix?
a. strategic position/prospects for sector profitability
b. company's competitive capability/strategic position
c. prospects for sector profitability/company's competitive capability
d. market attractiveness/company's competitive capability
e. competitive position/market attractiveness
23.
What describes the correct labelling of the axes of the GE matrix?
a. strategic position/prospects for sector profitability
b. company's competitive capability/strategic position
c. prospects for sector profitability/company's competitive capability
d. market attractiveness/company's competitive capability
e. competitive position/market attractiveness
24.
The A D Little matrix consists of 20 boxes in a 5 x 4 matrix. What is the correct labelling of the axes on this matrix?
a. strategic position/competitive position
b. competitive position/stage of industry maturity
c. prospects for sector profitability/stage of industry maturity
d. market share/stage of industry maturity
e. competitive position/market share
25.
Porter identified three generic strategies for achieving success in a competitive market. Which were the three strategies that he suggested?
a. overall price leadership; differentiation; focus
b. differentiation; overall cost leadership; penetration pricing
c. overall cost leadership; differentiation; focus
d. overall cost leadership; segmentation; differentiation
e. differentiation; penetration pricing; focus
26.
What are the limitations of the PIMS databank?
a. unrealistic time horizons; it does not estimate profits; possible missed variables
b. difficulties of interpretation; errors of measurement; unrealistic time horizons
c. difficulties of interpretation; unrealistic time horizons; possible missed variables
d. difficulties of interpretation; errors of measurement; possible missed variables
e. unrealistic time horizons; errors of measurement; it does not estimate profits
27.
Which of the following categories represent the Decision Making Unit (DMU)?
a. Gatekeepers; Users; Deciders; Buyers; Influencers
b. Users; Deciders; Buyers; Influencers; Negotiators
c. Deciders; Buyers; Influencers; Gatekeepers; Mediators
d. Gatekeepers; Users; Deciders; Buyers; Consumers
e. Gatekeepers; Users; Buyers; Influencers; Estimators
28.
What are the '7 Ps' of service marketing?
a. Product, price, place, promotion, people, process, planning
b. Product, price, place, promotion, provision, process, physical evidence
c. Product, price, place, promotion, people, process, physical evidence
d. Product, price, place, promotion, people, practice, physical evidence
e. Product, price, place, promotion, people, practice, planning
29.
Data fusion is a technique that is applied in?
a. Sales promotion
b. Pricing
c. Global marketing
d. Direct marketing
e. Logistics management
30.
Viral marketing is applied to?
a. Logistics
b. Email
c. Advertising
d. Sales promotion
e. Direct mail
to get philip kotler questions please visit ;
https://scribddoc/92197446/Marketing-Multiple-Choice-Questions-With-Answers
