MMP 103:

Marketing Management

Module Test II

Multiple Choice.

_______ 1. This is typically exhibited by responding to situations or proactively solving problems that arise on a day to day basis. Other ways to show are through effective motivation of others and delegating tasks where appropriate to maximize output.

a. Enthusiasm

b. Innovative

c. Leadership

d. Self-Motivation

_______ 2. Successful marketing managers are dependable and can be relied on to get the job done. They work smart and pride themselves in their ability to act as if the business was their own.

a. Enthusiasm

b. Innovative

c. Leadership

d. Self-Motivation

_______ 3. It is an application of forecasting techniques to the market factors that may influence the demand for a product identified as a market opportunity.

a. Marketing Concept

b. Marketing Mix

c. Marketing Opportunity Analysis

d. Marketing Segmentation

_______ 4. This is a strategy which targets very defined and specific segments of the consumer population.

a. Concentrated Marketing

b. Differentiated Marketing

c. Mass Marketing

d. Niche Marketing

_______ 5. The most common form of marketing organization consists of functional specialist reporting to a marketing vice president, who coordinates their activities

a. Functional Organization

b. Geographic Organization

c. Market Management Organization

d. Product Management Organization

_______ 6. This is desirable when customers fall into different user groups with distinct buying preferences and practices.

a. Functional Organization

b. Geographic Organization

c. Market Management Organization

d. Product Management Organization

_______ 7. It is open-ended, in-depth, and seeks unstructured responses that reflect the person's thoughts and feelings on the subject. It is used to formulate and define a problem more clearly and to determine relevant questions to be examined in subsequent research.

a. Ethnographic Research

b. Feasibility Study

c. Qualitative Research

d. Quantitative Research

_______ 8. It is also called survey research. It provides the researcher with responses that can be presented with precise estimations.

a. Ethnographic Research

b. Historical Research

c. Qualitative Research

d. Quantitative Research

_______ 9. It is defined as ongoing and systematic collection, analysis, interpretation, and reporting of data from a sample of individuals or organizations as to their characteristics, behavior, attitudes, opinions, or perceptions.

a. Marketing Plan

b. Marketing Research

c. Product Development

d. Product Planning

_______ 10.This stage of the marketing research calls for developing the most efficient plan for gathering the needed information. The marketing manager needs to know the cost of the research plan before approving it.

a. Define the Problem, Decision Alternatives, and Research Objectives

b. Develop the Research Plan

c. Collect the Information

d. Analyze the Information

_______ 11.This phase of marketing research is generally the most expensive and the most prone to error.

a. Develop the Research Plan

b. Collect the Information

c. Analyze the Information

d. Present the Findings

_______ 12.The researcher should present findings that are relevant to the major marketing decisions facing management.

a. Collect the Information

b. Analyze the Information

c. Present the Findings

d. Make the Decisions

_______ 13.It is a gathering of 8 to 12 respondents who are carefully selected based on certain demographic, psychographic or other considerations and brought together to discuss various topics of interest at length.

a. Consumer Attitude Surveys

b. Focus Group

c. Observations

d. Spot Interviews

_______ 14.These are also called in-situ interviews which cover those instances where the respondents are interviewed in natural occurring situations. These could be in supermarkets, clubs, malls, offices, restaurants, or even parties and take only a few minutes.

a. Consumer Attitude Surveys

b. Focus Group

c. Observations

d. Spot Interviews

_______ 15.In this research technique, the participants are asked to give their reactions to product attributes after they try the product. This method is usually conducted blind, which means that the brands are usually not divulged to the participants to prevent bias.

a. Consumer Attitude Surveys

b. Observations

c. Product Tests

d. Test Markets

_______ 16.In this research technique, a company may choose to sell its products or offer its services on a limited scale prior to full commercialization.

a. Consumer Attitude Surveys

b. Observations

c. Product Tests

d. Test Markets

_______ 17.These are surveys with a large base of people using a structured questionnaire.

a. Consumer Attitude Surveys

b. Observations

c. Product Tests

d. Test Markets

_______ 18.Fresh data can be gathered by observing the relevant players and locations. Consumers can be unremarkably observed as they shop or as they consume products.

a. Consumer Attitude Surveys

b. Observations

c. Product Tests

d. Test Markets

_______ 19.It is anything that is offered to a market for attention, acquisition, use or consumption and that might satisfy a need or want. It includes physical objects, services, persons, places, organizations, and ideas.

a. Market Planning

b. Product

c. Product Life Cycle

d. Product Planning

_______ 20.It refers to the systematic decision-making related to all aspects of the development and management of a firm's products including branding and packaging.

a. Market Planning

b. Product

c. Product Life Cycle

d. Product Planning

_______ 21.It is the continuous, systematic search for new product opportunities.

a. Adoption Process

b. Business Analysis

c. Concept Testing

d. Idea Generation

_______ 22.It involves specifying the features of the product and the marketing strategy needed to commercialize it and making necessary financial projections.

a. Adoption Process

b. Business Analysis

c. Concept Testing

d. Idea Generation

_______ 23.It is a series of stages by which a consumer might adopt a new product or service.

a. Adoption Process

b. Business Analysis

c. Concept Testing

d. Idea Generation

_______ 24.It is a period of rapid revenue growth. Sales increase as more customers become aware of the product and its benefits and additional market segments are targeted.

a. Decline Stage

b. Growth Stage

c. Introduction Stage

d. Maturity Stage

_______ 25.This stage is the most profitable. While sales continue to increase into this stage, they do so at a slower pace. Because brand awareness is strong, advertising expenditures will be reduced.

a. Decline Stage

b. Growth Stage

c. Introduction Stage

d. Maturity Stage