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Wednesday, December 1, 2010

Mgt301 Mid Term Current Paper (Dec 2010)

Time: 60 min

Marks: 47

Question No: 1    ( Marks: 1 )    - Please choose one

A marketing manager of a large consumer foods company is studying distribution, promotion, and price of the company's product. Marketing manager is studying which one of the following concepts?

        Marketing plan

        Marketing strategy

        Marketing mix

        Market offering

   

Question No: 2    ( Marks: 1 )    - Please choose one

Through which process individuals and groups obtain what they need and want by creating and exchanging products and value with others?

       ► Production process

       ► Marketing process

       ► Managerial process

        Accounting process

   

Question No: 3    ( Marks: 1 )    - Please choose one

If a local company wants to adopt the marketing concept. To be consistent with this move, it should adopt which of the following philosophies?

        Focusing on today is important for us

        Making money is our business

        The customer is always right

        Keeping prices low is our objective

 

Question No: 4    ( Marks: 1 )    - Please choose one

A network of networks that consists of millions of smaller domestic, academic, business, and government networks, which together carry various information and services. Which one of the following networks represents it?

        LAN

        Intranet

        Extranet

        Internet

   

Question No: 5    ( Marks: 1 )    - Please choose one

Which of the following is an intensive growth strategy of increasing sales in current markets with current products?

       Market development

        Market penetration

        Product development

        Market saturation

   

Question No: 6    ( Marks: 1 )    - Please choose one

Harvard University is using the systematic design, collection, analysis, and reporting of data relevant to marketing its programs to minority students. What do we call this?

        Promotion

        Self-study

        Marketing research

        Cost-benefit analysis

   

Question No: 7    ( Marks: 1 )    - Please choose one

Which one of the following stage is NOT a part of buyer's black box?

        Brand choice

        Product choice

        Need recognition

        Dealer choice

   

Question No: 8    ( Marks: 1 )    - Please choose one

After deciding to order replacement parts for ageing machinery, the buyer for a construction company examines catalogues and trade publications. The buyer is probably at which stage of the organizational buying decision process?

        Problem recognition

        Product specification

        Product-supplier search

        Product evaluation

   

Question No: 9    ( Marks: 1 )    - Please choose one

Which one of the following factor indicates "the name, term, sign, symbol, design or a combination of these that differentiate the product of one seller or group of sellers from the other sellers"?

       ► Brand

        Package

        Label

        Style


Question No: 10    ( Marks: 1 )    - Please choose one

After concept testing, a firm would engage in which stage for developing and marketing a new product?

        Marketing strategy development

        Business analysis

        Product development

        Test marketing

   

Question No: 11    ( Marks: 1 )    - Please choose one

Which one of the following sets reflects the marketing strategy statement in new product development?

        Idea generation; idea screening; concept development

        Idea generation; concept development; concept testing

        Target market description; planned product positioning; sales goals

        Idea generation; test marketing; commercialization

   

Question No: 12    ( Marks: 1 )    - Please choose one

Customer relationship management (CRM) focuses on creating two-way exchanges with customers so that firms have an intimate knowledge of their needs, wants and buying patterns. What does CRM deliver to customers for maintaining profitable customer relationships?

        Superior customer value

       ► Less expensive goods

        Quality products

        Variety of products

    

Question No: 13    ( Marks: 1 )    - Please choose one

Fast-food restaurants offer tasty and convenient food at affordable prices; they contribute to fatness that harms consumer health. Which one of the following concepts is NOT being followed by this company?

        Product concept

        Production concept

        Societal marketing concept

        Marketing concept

 

Question No: 14    ( Marks: 1 )    - Please choose one

Which one of the following steps is NOT a part of marketing process?

        Analyzing marketing opportunities

        Selecting target market

        Designing the business portfolio

        Develop marketing mix

   

Question No: 15    ( Marks: 1 )    - Please choose one

Which one of the following is a chief goal of the implementation function in marketing process?

        Develops marketing plans

        Turns plans into actions

        Takes corrective actions

        Develops strategic plans

   

Question No: 16    ( Marks: 1 )    - Please choose one

Marketing Information System consists of people, equipment, and procedures to gather, sort, _____, evaluate, and distribute information to marketing decision makers.

       Analyze

        Arrange

        Test

        Control


Question No: 17    ( Marks: 1 )    - Please choose one

In recent times there have been huge advancements in information technology. This era is known as:

        An old economy

        Transformation

        A new world

        The digital age

   

Question No: 18    ( Marks: 1 )    - Please choose one

When competition is intense and there are many manufacturers then the buyer has more options of product switching. This is represented in Porters model as:

        Threat of new entrants

        Bargaining power of buyers

        Bargaining power of suppliers

        Rivalry among competing firms

   

Question No: 19    ( Marks: 1 )    - Please choose one

Which of the following is NOT a step in the strategic planning process?

       ► Defining the company mission

        Planning marketing and other functional strategies

        Setting company objectives and goals

        Setting pricing policies

   

Question No: 20    ( Marks: 1 )    - Please choose one

What is the purpose of strategic planning?

       ► Using strengths to achieve goals

        To develop new products

        To identify competitors

        To find methods of counting cash cows

   

Question No: 21    ( Marks: 1 )    - Please choose one

Which of the following is NOT a content of the marketing plan?

        Budget

        Production

        Objective

        Control

 

Question No: 22    ( Marks: 1 )    - Please choose one

Which of the following is NOT a part of the marketing control process?

        Measure performance

        Evaluating performance

        Taking corrective actions

        Setting objective for the business

   

Question No: 23    ( Marks: 1 )    - Please choose one

A marketing department organization where sales and marketing people are assigned to specific countries, regions, or districts is called:

        Functional Organization

        Geographic Organization

        Product Management Organization

        Customer Management Organization

   

Question No: 24    ( Marks: 1 )    - Please choose one

The disadvantage of observational research is:

       ► Information cannot be gained by observing relevant people

        Feelings, attitudes and motives cannot be observed

         It cannot be used to obtain information that people are unwilling or unable to provide

        All of the given options

  

Question No: 25    ( Marks: 1 )    - Please choose one

Which of the following is the disadvantages of survey research?

        Survey research is not flexible

        The respondents can give inaccurate answers

        It is difficult to collecting primary data with survey research

        All of the given options

   

Question No: 26    ( Marks: 1 )    - Please choose one

In a reference group, people who have special skills, knowledge, personality, or other characteristics, and exert influence on others are called:

        Opinion leaders

        Habitual buyers

        Charismatic personalities

        Wild ducks

   

Question No: 27    ( Marks: 1 )    - Please choose one

The consumer buyer decision process begins with:

        Need recognition

        Information search

        Evaluation of alternative

        Purchase decision

  

Question No: 28    ( Marks: 1 )    - Please choose one

Mr. X is interested in buying a carpet. Although the carpet is costly but there is very little perceived difference between the brands. This is an example of:

       ► Complex Buying Behavior

        Variety Seeking Buying Behavior

        Dissonance Reducing Buying Behavior

        Habitual Buying Behavior

   

Question No: 29    ( Marks: 1 )    - Please choose one

The bases of segmentation for business markets include __________.

       ► Demographic

         Situational factors

        Personal characteristics

        All of the given options

   

Question No: 30    ( Marks: 1 )    - Please choose one

What does a company's market position influence?

       ►  Focus

        Company's marketing strategy

        Loyalty

        None of the given option

  

Question No: 31    ( Marks: 1 )    - Please choose one

Ahmed bought a used car from a used car retailer. A used car is an example of:

       ► Convenience Products

        Shopping Products

        Specialty Products

        Unsought Products

   

Question No: 32    ( Marks: 1 )    - Please choose one

Which of the following options refers to "New Products"?

       ► Product modifications

        Product improvements

        New brands that a firm develops

        All of the given options

   

Question No: 33    ( Marks: 1 )    - Please choose one

Toyota is developing an electric car, powered by solar energy. They are currently working on several alternatives of the car and need to find out which version of the car prospective customers find most appealing. This is an example of the _________ stage of the product development process.

        Idea generation

        India screening

        Concept development

        All of the given options

   

Question No: 34    ( Marks: 1 )    - Please choose one

Which of the following is a shortest product life cycle?

        Fad

        Fashion

        Style

        None of the given options

   

Question No: 35    ( Marks: 3 )

 A well known company introduced a new product in the market; unfortunately the product was a complete failure. Highlight the reasons why new product sometimes fails to earn revenue.


ANSWER: 

   

Reasons of Failure of New Product:

 

There are several reasons of failure of new products in the market. Some of them are listed below:

1-      Over Estimated Market Size:

The market size may have been  overestimated.

 

2-      Actual Product not designed:

Perhaps the actual product was not designed as well as it should have been.

 

3-      Incorrectly Positioned:

One of the reason for failure could be that maybe it was incorrectly positioned in the market.

 

4-      Highly- Priced:

One of the main reason of the failure could be that the product is priced too high. So, that  not all the customer can afford the price.

 

5-      Poorly Advertised:

No doubt if the product is of really value for money, but because of the reason that poor or no attention was paid to its advertisement,  because of this , the product failed in  the marketing.

 

6-      Poor Market Research:

A high-level executive might push a favorite idea despite poor marketing research findings.

 

7-      High Cost of Product Development:

The one of the reason of failure could be Sometimes the costs of product development are higher than expected.

 

8-      Competitors:

                        One of the reason of failure is because of vast and strong market Competition. Sometimes competitors fight back harder than expected.


Question No: 36    ( Marks: 5 )

Market research is important for marketers it enables to answer certain question in the mind of a marketer, what type of questions can be answered through market research? 

 

ANSWER: 

 

The information collected must be accurate, so the design of a questionnaire is of great importance. It should consist of questions that have the same meaning, a single meaning and the intended meaning to everyone. Questions should be numbered and have instructions to the investigator concerning the conduct of the interview in bold face, capital letters and underlined. Answer codes should be as near to the right-hand side as possible, and lines drawn at suitable intervals can bring clarity to the design.

The types of questions most commonly used are as follows.

  1. Open-ended questions give the informant a hint of what answer might be expected. A question which begins 'What do you think of...?' will bring forth large amounts of data which cannot always be satisfactorily summarised, but this type of question is useful in the pilot stage to show the range of likely answers.
  2. Unaided recall questions do not mention the nature of the answer material and avoid asking leading questions; e.g. 'How did you travel to the station to catch this train?'
  3. Dichotomous questions offer two choices of answer, usually 'yes' and 'no'.
  4. Multiple-choice questions ('cafeteria' questions) offer a graduated range of possible answers, listed in order from one extreme to the other.
  5. Thermometer questions ask informants to rate their feelings on a numerical scale, e.g. 0-10. This type of question seeks to minimise the disadvantage of discrete classification in the multi-choice type question.
  6. Checklists are a standard way of prompting the memory of a respondent without being biased by the interviewer. However, brand leaders may be selected more frequently because of the weight of advertising.

TYPES OF QUESTIONS TO BE ASKED:

  1. Use simple words that are familiar to everyone (i.e. shop not outlet, shopkeeper not retailer).
  2. Keep questions short.
  3. Avoid asking double-barrelled questions (e.g. 'Have you a radio and/or television set?').
  4. Do not ask leading questions (e.g. 'Do you buy instant coffee because it is the quickest way to make coffee?').
  5. Do not mention brand names (e.g. 'Do you consider Sony to be the best audio equipment?').
  6. Do not ask questions that may offend (e.g. 'Do you work or are you a housewife?').
  7. Avoid using catch phrases or colloquialisms.
  8. Avoid words that are not precise in their meanings (e.g. 'Does this product last a reasonable length of time?').
  9. Remember that direct questions will not always elicit the expected response - perhaps not all possible answers have been foreseen (e.g. the question 'Are you married?' does not cover the possibilities of divorce, separation, etc.)
  10. Questions concerning prestige goods may not be answered truthfully. Careful rewording can avoid this (e.g. 'Have you a television capable of receiving teletext transmissions?' might be better asked by 'How many hours per week do you watch television?', followed by: 'Do you watch teletext transmissions?').
  11. Only questions that the respondent can answer from knowledge or experience should be asked.
  12. Questions should not depend on the respondent's memory.
  13. Questions should only allow one thought to be created in the respondent's mind to avoid confusion and inappropriate answers. This particularly applies to questions beginning with 'Why....?'
  14. Avoid questions or words with an emotional bias.

The first questions asked should gain the interest of the informant, and should be easy to answer in a factual way. More difficult questions should come later, with those of greatest importance being about a third of the way through. Transition from question to question should be smooth and logical. Details of the respondent, if they are needed (age, address, name, occupation etc.) should appear at the end. The questionnaire must have a title and contain cross-references to others if needed, along with the interviewing district identification, the place and date of the interview and the interviewer's name.

 

Question No: 37    ( Marks: 5 )

Industrial products are those purchased for further processing or for use in conducting a business. These products have been categorized into three groups. What do you know about these groups of industrial products?  

 

Answer:

          Industrial products are those purchased for further processing or for use in conducting a business. Thus, the distinction between a consumer product and an industrial product is based on the purpose for which the product is bought. If a consumer buys a lawn mower for use around home, the lawn mower is a consumer product. If the same consumer buys the same lawn mower for use in a landscaping business, the lawn mower is an industrial product.

 

 

 

The (3)three groups of industrial products and services include:

1-       materials and parts

2-      capital items.

3-      supplies and services.

 

 Now we will discuss these three in details:

 

1-      Materials and parts:

                     It include raw materials and manufactured materials andparts. Raw materials consist of farm products (wheat, cotton, livestock, fruits, vegetables) and natural products (fish, lumber, crude petroleum, iron ore). Manufactured materials and parts consist of component materials (iron, yarn, cement, wires) and component parts (small motors, tires, castings). Most manufactured materials and parts are sold directly to industrial users. Price and service are the major marketing factors; branding and advertising tend to be less important. The demand for industrial products is derived from the demand for consumer products. This is known as "derived demand."

 

 2-      Capital items:

                These are the are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. Installations consist of major purchases such as buildings (factories, offices) and fixed equipment (generators, drill presses,

large computer systems, elevators). Accessory equipment includes portable factory equipment and tools (hand tools, lift trucks) and office equipment (fax machines, desks). They have a shorter life than installations and simply aid in the production process.     

 

3-     supplies and services:

                          It's the final group of business products. Supplies include operating supplies (lubricants, coal, paper, pencils) and repair and maintenance items (paint, nails, brooms). Supplies are the convenience products of the industrial field because they are usually purchased with a minimum of effort or comparison. Business services include maintenance and repair services (window cleaning, computer repair) and business advisory services (legal, management consulting, advertising). Such services are usually supplied under contract.

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