Section A: multiple choices, answer all $1\mathrm{.}0$ The fundamental management issue in marketing management is to: A Identify competitors B Find the route to the market through distribution channel C Determine a superior value proposition from the customer$$s perspective D Determine product feature $2\mathrm{.}0$ The process of communicating the essential benefits of the company$$s product is called A segmentation B Targeting C Marketing communication D Positioning $3\mathrm{.}0$ Which of the following is a basic product development strategy? A Imitative$-$copying existing product B Defensive$-$making improvement to existing product C offensive$-$being first mover D All of the above $4\mathrm{.}0$ A state of felt deprivation in human being is called A Need B want C Demand D product $5\mathrm{.}0$ The factors that are not controllable in the marketing environment but impinge on organization performance are called A Micro factors B Internal factors C Macro factors D None of the above $6\mathrm{.}0$ The generic strategy that attempts to control a broad market through being a low cost provider is called A Differentiation strategy B Focus strategy C Niche marketing strategy D Cost leadership strategy $7\mathrm{.}0$ The matching process between a company$$s capabilities and the wants and needs of customers in order to achieve the objectives of both parties is called A marketing B Marketing research C Product development D market targeting $8\mathrm{.}0$ The principal focus of marketing planning is A application of marketing resources B identification and creation of competitive advantage C match customers$$ needs with company abilities D All of the above $9\mathrm{.}0$ Which of the following is not a marketing objective? A Sales volume increase B Promotion C Increasing of outlets D Beating competition $10\mathrm{.}0$ The purpose of segmentation is: A Dividing the market into small groups B customer satisfying C communicating with customers D customer measurement $2$ marks each x $10=20$ marks