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marketing management
Marketing Management 1st Edition S.A. Sherlekar; E. Gordon - Solutions
=+(b) Sales promotion acts as a bridge between advertisement and personal selling.
=+IiI. State whether the following statements are TRUE or FALSE(a) Thp" amount spent on sales promotion is highly unproductive.
=+(e) The results of sales promotion can be(i) Measur.ed (ii)(Iii) Felt (iv)Industrial goods market All of the above Predicted None of the above SALES PROMOTION
=+(d) Sales promotion is more effective in(i) • Consumer goods market (ii)(iii) Intermediate goods market (iv)
=+(c) Sales promotion aims at(ii)(iv)Dealer sales promtion None of the above(i) Motivating dealers (ii) Motivating sales force(iii) Motivating consumers (iv) All of the above
=+(b) Offering free sample is a(i) Consumer sales promotion(iii) Sales force sales promotion
=+(a) Which one of the following is a plus ingredient in the marketing mix?(i) Advertising (ii) Personal selling(iii) Sales promotion (iv) Publicity
=+(e) The amount spent on sales promtion is an _____ _
=+(d) Sales promotion objectives are to gain additional _____ _
=+(c) Sales promotion provides talking pOints to
=+(b) is not paid for by the organisation.
=+I. Fill up the blanks with suitable word/words:(a) is a non-recurrent selling effort.
=+10. Differentiate between soft-sell and hard-sell advertising, giving suitable examples.
=+9. Write notes Oil:(1) Advertising Agency. (2) Advertising Theme and Copy. (3) Testing of Advertisements.(4) Advertising Specialities.
=+8. Comment upon the role played by advertising in India.
=+7. Explain how advertising message are created?
=+6. Enumerate the important advertising media and point out their relative role and advantages.
=+ Can you measure the effectiveness of advertising under these two sets of objectives?
=+5. Discuss the relative position of advertising objectives as communication toe I and as a sales tool.
=+4. How advertising enables a firm to develop brand preference and brand loyalty?
=+3. What are the strengths and weaknesses of advertising?
=+2. Describe the importance of advertising in the marketing strategy of a firm.
=+1. What are the purposes of advertising as a sales tool and as a communication tool? Does it fulfil its purposes?
=+(e) Advertising is more popular in industrial goods market.
=+'(d) Advertising converts content demand into effective demand.
=+(c) Advertising supplements the voice and personality of a salesman.
=+(b) Advertising may lead to misrepresentation of facts.
=+III. ,State whether the following statements are TRUE or FALSE(a) Advertising is a pea suasive communication tool.
=+(e) Advertising is paid by the(i) Consu mers (ii) Sponsors(iii) Dealers (iv) None of the above
=+(d) Brand patronage in its strongest form in known as 0) Brand awareness (ii) Brand recognition(iii) Brand insistence (iv) Brand preference
=+Develop interest All of the above
=+(c) An advertising copy should(i) Attract alternation(iii) Generate action(ii)(iv)
=+(b) The media of advertisement should be related on the basis of(i) Cost of media (ii) Nature of the product(iii) Nature of audience (iv) All of the above
=+(a) Advertising is a(i) Personal communication (ii) Non personal communication(iii) Oral communication (iv) None of the above
=+(e) advertisement can make an appeal through eyes and ears.
=+(d) Advertising is essentially one way means of ____ _
=+(c) Advertising is more popular in goods market.
=+(b) Rural advertising is also known as advertising.
=+I. . Fill up the blanks with suitable word/words:(a) is a mass communication tool.
=+. 12. Point out the changing patterns in retail trade all over the world.
=+11. Comment in brief on:(a) Consumers' Co-operatives,(b) Hypermarket,(c) Off-price Retailers .
=+10. What is direct marketing? Comment in brief on the different alternatives for marketing directly to consumers.
=+9. How will you reduce the costs of retailing and improve their productivity?
=+S. "House-to-house selling is the most efficient form of retailing as it can eliminate wholesalers as well as retail stores." Discuss.
=+7. Write notes on:(a) Consumers' Co-operatives,(b) Supermarkets,(c) Discount House,(d) Vending Machines,(e) Shopping Centre.
=+6. What is mail order selling? How is this business carried on?
=+5. Compare and contrast departmental store and multiple shop system.
=+4. What are the pre-requisites of retail trade? Comment on the main divisions of retail trade.
=+3. Account for the s "\ ,val of small and independent retail stores against large-scale retailers.
=+2. What are the dlffe,,"nt types of retailers?
=+1. What are the functions of retailers?
=+(e) Retailers are not absolutely essential in meeting daily demands of consumers.
=+(d) Hyper market aims at ensuring one stop buying.
=+(c) The consumer co-operative store is a voluntary association of consumers.
=+(b) Direct marketing is a lower cost way of doing business.
=+III. State whether the foll9win9 statements are TRUE or FALSE(a) The retailers act as the eyes and ears of the market.
=+(e) Direct marketing uses{i) Personal media of communication ( Ii) Non personal media of communication(iii) Verbal communication (iv) None of the above
=+(d) The multiple shops speCialise in(i) One line of goods (ii) Multiple lines of goods(iii) unrelated lines of goods (iv) None of the above
=+(c) A departmental store is a(i) Huge retail shop (ii) Petty retail shop(iii) Wholesale shop (iv) None of the above
=+(b) The services of retailers are indispensable in(i) Industrial market (ii) Consumer market(iii) international market (iv) Government market
=+(a) Which one of the following goods requires the services of retailers?(i) Convenience (ii) Shopping goods(iii) Speciality (IV) None of the above
=+(e) A supermarket is a retail organisation.
=+, (d) traders have no hired place of business.
=+(c) The success of a retail store depends upon convenient _____ _
=+(b) A rE-tailer takes to goods.
=+I. Fill up the blanks with suitable word/words:(a) Involves selling goods or services to the ultimate consumers.
=+B. Comment on the role and utility of merchant wholesaler and agent wholesaler in marketing and distribution.
=+7. Comment on the role of distribution channels in marketing and distribution.
=+6. Can a wholesaler be eliminated?
=+5. Discuss the functions and services of wholesaler.
=+4. What are the typical functions of middlemen in distribution? Evaluate the role and utility of these middlemen.
=+3. Describe extensive, selective and exclusive market coverage.
=+2. Discuss the factors governing the ,channel choice.
=+1. Define a channel of distribution. Indicate the relative importance of different channels.
=+(e) The middlemen perform all the typical marketing functions.
=+(d) Products having hidden qualities require a lengthy channel.
=+(c) The merchant middlemen take title to goods.
=+(b) The existence of middlemen increases the price of products.
=+III. State whether the following statements are TRUE or FALSE(a) The services rendered by wholesalers can be avoided.
=+(e) The channel members must be carefully(i) Selected (ii)(iii) Evaluated (iv)Market characteristics All of the above Retailers All of the above Selective distribution None of the above Motivated All of the above
=+(d) Convenience goods require(i) Intensive distribution(iii) Exclusive distribution(ii)(iv)(ii)'(iv)(ii)(iv)
=+(c) The new companies rely heavily on(i) Wholesalers(iii) Brokers
=+(b) The channel choice is influenced by(i) Product characteristics(iii) Middleman characteristics
=+II. Choose the best answer from the following(a) The distribution strategy suited to a mass consumer product is(i) Extensive distribution (ii) Selective distribution(iii) Intensive distribution (iv) None of the above
=+(e) The act as a link between !he producers and retailers.
=+(d) The channel strategy depends upon the exposure sought by the management.
=+(c) Between the place of production and consumption there are many points.
=+(b) For perishable products channel is preferred.
=+I. Fill up the blanks with suitable word/words:(a) middleman doesn't take title to goods.
=+11. What do you mean by product line pricing? Describe its various methods.
=+10. Write a full note on:(a) Cost-pIus or mark-up priCing. (b) Discounts. (c) Premium Pricing Trend.
=+9. Distinguish between one-price and variable priCing policies.
=+8. What is non-price competition? Does it pre:lfent price competition?
=+7. Discuss the usual types of pricing policies adopted by firms.
=+6. Comment on:(a) Break-even Analysis and PriCing, (b) R.O.I. and Pricing.
=+5. Discuss the multistage approach to pricing.
=+4. Explain the following pricing terms:(a) skimming, (b) penetration pricing. Point out the reasons for such pricing strategies. What are their advantages?
=+3. Describe the various internal and external forces that influence the pricing strategy of a firm.
=+2. Evaluate the importance of pricing in a marketing programme. What are the typical priCing objectives?
=+1. State how consumers, marketers, and society view pricing.
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