MARKETING QUESTIONS

SECTION A MULTIPLE CHOICE QUESTIONS [10 MARKS Answer ALL questions. Each question carries ONE (1) mark. Choose the best answer from the given alternatives. 1. The consumer buying decision process follows 5 stages in which of the following sequence? A. Need recognition; evaluation of the alternatives; information search; purchase decision; and post-purchase behaviour. B. Need recognition; information search; evaluation of alternative; purchase decision; and post purchase behaviour C. Post-purchase behaviour, need recognition; information search; evaluation of alternative; and purchase D. Post-purchase behaviour; information search; need recognition; evaluation of alternatives; and purchase decision 2. The following are the characteristics of a service except A. Distribution B. Variability C. Perishability D. Inseparability 3. A cost leadership strategy calls for the company to A. To use the limited resources wisely in the production of goods and services B. To work hard to achieve the lowest production and distribution costs. C. To focus its effort on serving a few market segments to minimize costs because the market size is small. D. To serve a unique market segment with its limited resources January -June BMK 722-Principles of Marketing 4. In advertisement a company can use the following tools except; A. Television B. Newspapers C. Personal selling D. Magazine 5. Which of the following is not the functions of public relations (PR) in marketing? A. Publicizing specific product (product publicity) B. Creating and placing newsworthy information in the news media to attract attention of a person, product, or service (Press relations) C. Creating customers awareness about your products and services (advertising in media/ non personal) D. Working with donors or members of non-profit organizations to gain financial or volunteer support Development 6. The informative advertising aims which one of the following? A. Communicating customer value B. Building a brand and company image C. Telling the market about a new product D. All of the above 7. A specialty store is A. A store that carries a narrow products line with a deep assortment B. Any store that carries standardized merchandise and sold at lower prices with lower margins and higher volumes Degree Sessional Structured Timed Assignment BMK 722-Principles of Marketing January -June C. A store that sells merchandise bought at less than regular wholesale prices and sold at less than retail D. A store that carries several product lines 8. Segmented pricing is A. Promotional money paid by manufacturers to retailers, in return to agreement to feature the manufacturer's products in some way B. Prices that buyers carry in their minds and refers to when they look at given product C. Selling a product or service at two or more prices, where the difference in prices is not based on differences in costs D. None of the above 9. Which of the following is not one of the steps in the new product development process? A. Idea generation B. Brain storming C. Idea screening D. Concept development and test 10. Some of the components of the macro environment are commonly known as PEST, which stands for A. Political, economic, social and technology B. People, economic society and technology C. Political economic society and technology D. People, economic, social and technology