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MARKETING BRIEFLY



MARKETING -- BRIEFLY

This method involves questioning respondents and recording their responses:
Survey research
He is considered the father of psychoanalysis:                                                 Sigmund Freud
Price perceptions ________ influence the purchasing behaviour of consumer.           Directly
What is ‘Conative’ component of decision making?                                     Purchase decision
A Brand Evaluation that is an outcome of various factors and which creates a positive or negative attitude about the product is:                                                                One Dimensional
More product knowledge through advanced information leads to consumers being:
More cost conscious, less brand loyal
Any communication by experts in that field makes that communication more:             Credible
In the early seventies companies maximized profits through:                         Mass production
It is the systematic collection and analysis of consumer information for the purpose of effective decision making: Consumer research
The objective of this Act is to protect the interest of consumers by establishing consumer councils for settlement of consumer disputes: Consumer Protection Act 1986
Involvement is ________ needs specific.  Consumer
Buying process involves the following:                Users, Influence and Buyer
The first major reason for the companies to think differently in eighties --Increasing competition
Today’s consumers are greatly influenced by those individuals with whom they share:
Some common traits & Values, Behavioural peculiarities
Marketers try to associate their product with symbols of:
Achievement, Personal development
How is stimulus generalization used for brand leveraging?
Extension of brand under successful brand, Extension in a different product category
Measures by government to protect the interest of consumer are:-
Expansion of public sector, statutory regulation
Members of the same social class show ______ Life styles.                                          Similar
The success of consumer research depends upon the co-operation of                            Public
Higher _______ level helps in understanding consumer behavior.            Sophistication
The upper class consists of: Very small percent of the population
A social class is ______ rather than concrete with individual able to move into a higher class or drop into a lower class.                                                                                 Continuous
It constitutes the moral factor of personality:                                                                     Ego
What is also known as subliminal perception?                                           Absolute threshold
If the outcome of post purchase experience is in line with the expectation, it is called:
Positive discrepancy
The Degree measure of attitude by any person towards any object / situation is:
How much he likes it, how much he dislikes it
Organisational buyers buy products / services from _______. Manufacturer
The behaviourist theory gives little emphasis on consumer _______. Attitude
Attitudes based on _________ information are relatively easy to change --Ambiguous
____________ leads to habitual purchasing behaviour if the consumer is satisfied with the brand over a period of time.                                                                                          Learning
Customer orientation includes:
Complaint’s redressal, Customer’s need satisfaction, Customer focused product
By and Large Attitudes are:                                                                           Interconnected
___________ is the consumer’s adaptation to an advertisement over a time due to boredom and familiarity.                                                                                                    Ad wearout
Name the Primary need of Human being:                                                                  Medicine
Brand loyalty should have which components?                                   Behavioural, Attitudnal
Heider’s Theory talks about: Balanced Situations, Imbalanced Situations
Attitudes mean a learned orientation towards an object that provides a tendency to respond:
Favourably or unfavourably
Information about a new product stored in bits and pieces in consumer’s mind is called ___.
Schema
Employment growth in agriculture is as low as _______                                                  0.01%
_____________ gradually leads to brand loyalty.                                                Habit
Brands Ambassadors                                                               Celebrities in different fields
Sacred consumption ---Consumption of goods that promote beauty
Secular consumption                                                                            Promotes technology
Opinion leaders                                                                   Involve in social activity
Perception of a stimulus below the conscious level is called.                      Absolute threshold
In organizational buying, formal buying is represented by an official and formal ____.
Purchase order
________ data has the possibility of becoming outdated.
Secondary
Types of restrictive trade practices are:
Full time forcing, Area restriction, Predatory pricing
Factors affecting perceived risks about the product are:
New product, Technologically complex, High Price
Various statutory regulations enforced by government are:
MRTP Act, 1969, Essential commodities Act, 1955, Drugs control Act, 1950
Enculturation takes place through a process of instilling values from key institutions like:
The family & school, Religious institutions
Consumption rituals are series of symbolic behaviour that:
Occur in sequence, are repeated frequently
Marketers focus on what kind of product? High involvement
Attitudes are _____ in nature.                                                                                       Dynamic
Status is:                                      Prestige or value attached to the holder of the position
Customer buys the product with following minimum attributes:      
Reliable delivery, Durable, Style
_____________ in India has been the major cause for slow rise of consumerism. IIIiteracy
Human process that is included in the EBM model is: Memory
Which type of involvement indicates an on-going interest in the product category?
Enduring involvement
Response depends upon:                                                                       Drive, Motive, Cues
It is the period when customer starts using the product / service to meet his specific needs:
After sales
In the present business scenario CB is complex due to:
Competition, Rapid pace of innovation, Declination of product differentiation
In which model, a brand is selected if it excels in respect of one of the attributes arranged in order of priority?                                                                                 Lexicographic model
Every _______ youngster in Bihar, Assam and West Bengal is unemployed.              Seventh
Reduction of manpower through voluntary retirement schemes has resulted into:
More people being self-employed
_____ has opened new avenue in collection of data in actual users.  Information technology
Charateristics of brand loyal consumers are:                                  Store loyal, self confident
Consumer has a right to get redressal of ____________.                                       Grievances
If the outcome of post purchase experience is in line with the expectation, it is called:
Positive discrepancy
The Managerial approach in Consumer Behavior: Is micro level & cognitive in nature
_________ has a symbolic meaning tied to consumer values.                                       Product
______ leads to habitual purchasing behaviour if the consumer is satisfied with the brand over a period of time.                                                                                                  Learning
Industrial growth in rural India has                                                                     Slowed down
A Social class is _________.                                                                              Hierarchical
Buying crackers in Diwali time is an example of: Consumption situation
Pulse Polio Movement conducted by Govt. of India through media advertisement is based on advertisement by:  Influential Personalities
Opinion Leaders are looked upon by other as:  Trend setters
While evaluating information, individuals are strong in following activity: Thinking, Feeling
It is the selection, organisation and interpretation of marketing and environmental stimuli into a cohesive picture: Perception
With consumers becoming more cost-conscious, they are now more ________ to pay premium for brand. Reluctant
To create product differentiation, manufactures have to continuously ______ their products.
Upgrade
Characteristics of Reference price: Changes, More knowledge less price range
Which type of involvement indicates an on-going interest in the product category?
Enduring involvement
It is a practice by marketers to indulge in temporary sales at prices below cost. What is it called? Predatory pricing
____ is defined as repetitive behaviour in absence of evaluation of alternative choices. Habit
Characteristics of rural market in relation to marketing stimuli are: Low product exposure, Low brand awareness
Rights and power of consumers are protected in relation to: Seller
Why marketers focus on high involvement decisions? Marketers assume consumers to be equally involved as they are; they believe consumers think before they act
Theories based on the principle of perceptual equilibrium are:
Social judgement theory, Heider’s balance theory, Cognitive dissonance theory
Attitudes with _____ of involvement are relatively easier to change. Low level
Peculiar social relations found in rural India are:
More frequent interaction between same people, Caste influence is strong, Status determined by birth in the family
Attitudes are resultant of the combination of: Belief and Values
Managerial approach of Consumer behavior is:
Micro in nature, Cognitive in nature, Overemphasis rationality of consumers
Attitudes, Beliefs, Values towards any product / Brand are: Different
Types of personality are:                                                              Introvert, Extrovert
Trait theory is based on the following assumptions:
Relatively stable behavioual tendencies among individuals, Difference in the degree to behavioural tendencies, Relative differences help in characterizing their personalities.
Customer expectation built up from a particular class of product is at which level? Category
It is a general sum of traits of characteristics of the person:                                     Personality
Expectations built up based on customer’s knowledge and information about a particular brand and organisation owning that brand is at a level of:                                              Brand
Ways to increase low involvement product’s purchase are:
Coupons, Displays, Price deals
Which type of involvement is temporary in nature? Situational involvement
Individuals are strong in which activities while gathering information? Sensation, Intuition
_________ leads to either satisfaction or dissatisfaction to the consumer. Discrepancy
In depth interviewing tech of consumer research is known for: Informal approach, Appropriate Questions, Identify record subtle reaction
Expectations built up at the time of transaction between company and consumer is at which level?                                                                                                               Transaction
Congruity theory of Attitudes is developed by Osgood & _________.                  Tannen baun
Characteristics of low involvement products:
Brand beliefs are formed first by passive learning, Purchase decision is made, Brand may/may not be evaluated afterward
A consumer is likely to be more involved with a product when the product is _______.
Expensive
Persons with high authority are accorded: High status in the society
Types of restrictive trade practices are: Full time forcing, Area restriction, Predatory pricing
Currently as there is a substantial increase in the price wars, the only beneficiary ultimately is:
The end customer
The output of Nicosia model is ________.                                                    Human behaviour
What happes when the consumer gets information on its own? Incidental learning
Measures by government to protect the interests of consumer are:
Expansion of public sector, Statutory regulation
Political factors affecting organizational buying are: Defense spending, Lobbying
Characteristics of rural market in relation to dependency on nature are:
High dependence on natural factors for livelihood, Abundance of natural resources
Customer buys the product with following minimum attributes:
Reliable delivery, Durable, Style
Reasons for rural urban disparities are:
Low priority to agriculture, Failure of land reforms
_____ is considered as a social institution forming an integral part of social system.
Consumerism
Nicosia model establishes a link between organisation and its  Consumer
Different attitude measuring techniques are: Summated rating scale, Thurstone scale 
The basic levels of organizational buyers are:Purchaser, Initiator
_____ consumption behaviour lies in between materialistic and addictive behaviour Fixated
Critical information required at ‘after sales’ level to enhance consumer satisfaction are:
Repair and maintenance, Consumer follow up
Perceptual vigilance helps consumers to collect more information on products about their benefits before purchase.                                                                                                     True
Who wrote this” Consumerism is shame of the total marketing concept”? Peter Drucker
Customer expectation built up from a particular class of product is at which level? Category
The ability of consumers to detect the variations in sensory elements is determined by:
Threshold level
These are temporary settings that occur in the environment at a specific time and place:
Situational influences
It is difficult task as it is peoples actions that builds or destroys ________ of an organisation.
Reputation
In Egyptian era the Governments have always engaged in what is known as:
Public Information, Public Relations, Public Affairs
Public ______ is stronger than legal right or military might.                                           Opinion
The invitation format should also cover:                                                          Why, How, What
The feature story is valuable publicity tool and an idea vehicle for helping people understand:
How to choose, Buy, Use product or service
The copywriter is responsible for writing the copy of the advertisement in terms of ________ The ___________ revolution led to number of inventions that had an impact on communications.                                                                                                          Industrial
Advertisements in those days were laid out like our present day Classified advertisement.
Business magazines are categorised into the following:
Trade Publications, Industrial Magzines
If press conference does not have the purpose it will result in loss of:
Credibility
While releasing the press release check for the Headline Double spaced, Avoided passive voice J AND J also campaigns with the _______.                                                Government
The typed lines should be kept: 50 to 60 characters long
A some what humorous detour on the road of Public Relation history lies in:
Exaggerations, Real Estate Promotion
Johnson AND Johnson shampoo for kids is an example of _______. Demographic
Advertising is any paid form of non personal presentation and promotion of ideas, goods, services by an Identified sponsor
To become a good and well known Public Relation practitioner, one should develop numerous:                                                                                                                         Skills
A PR practitioner have access to a lot of information and are constantly in touch with news sources related to:  Technology Advancements, Social Changes
Testimony means actual user share their _______ in the form of an ad.                 Experience
These are Traditional Service Brands Food Word, Cox AND Kings, FedEx Erik Thorvaldson discovered an uninhabited of ice and snow in North:                                                     Atlantic
Media relations are very important this is largely due to the vast number of:
Publications, Television AND Radio Channels, Websites
People forget mistakes than brow beaten by Cunning, Manipulative,                 
Explanations
Marketing objectives are referred in terms of:                                                                  Sales
Knowledge of group attitudes and beliefs helps the communicator to tailor message that are:
Salient, Answer a felt need, Logical course of action Your Answer
The term “Publics” means these are all those:
People on whom the success or failure depends
In the DAGMAR model it is based on the premise that there are series of _____ steps through which a brand must climb.                                                                                               Mental  
Choosing a city for press conference depends upon the level you are working with:
National, Regional, Business
Apple computers made their campaign in the year ______ which people were dying to see.
1984
A fact sheet runs into a single page False Newspaper advertising has the following advantages:
Market penetration, Selectivity, Audience Involvement
A crisis by its very nature comes:                                                                        Unannounced
Advertising primarily reaches out to customer through:
Print, Radio AND TV, Internet
The PR practitioner has to understand and be skilled in the usage and application of all:
Communication Media
Some Times female employees have to travel ______ Outstation
The liability coverage takes care of:
Loss of property, Medical Condition, Internal Harrasment in the organisation
People are prone to forgive:                                                                                     Mistakes
If any of your media contacts express a strong wish not to be reminded make a note of that and honour their:                                                                                               Preferences
When a mistake is been committed:
Do not lie, Do not try to cover up things, Do not pretend to be right
One can interact with PRO at the:
Railway Station, Government Offices, Press
The rule in a crisis is that you cannot be handicapped by a lack of; Infrastructure
Press releases are called:                                                                        Publicity Program
What should the feature story highlight? Unknown fact, Product, Cause
The filler items should be in paragraph form with:
Typed, Typed on single page, Double Spaced margin
In green land ice melts for only a few _________.                                             Months
“People working with you” this means offering them Salary, Promotions _____, and Training opportunities to motivate them.
Perks SWOT stands for Strengths AND Weakness, Opportunities, Threats
It is very difficult to attribute a rise of sales due to _______.                                   Advertising
Crisis means an unexpected development that often frightens the:                       Public
The modern day advertising has its roots in                                                                     USA
The functions of an advertising agency are
Account Management, Planning, Creativity, Production, Media and Agency Management
In Retentive stage the product reaches its ___ stage.                                                 Maturity
If you do the right think you have to make sure that people _____ about it.            Hear
All the releases should start with a:  Heading
Fillers are material used to fill in the empty at the ________                             minute
Last Cities where the local press usually gives a favour‑ able _____ for press conference.
              Coverage
Reputations are not built overnight they are the sum of cumulative actions over a period of :
            Time
The Bryan-McKinley presidential campaign was first to mount an all out effort of public opinion in :                                                                                                                                   1896
The functions of an advertising agency are Account Man­agement, Planning, Creativity, Production, Media and Agency Management
What should the feature story highlight? Unkown facet, Product, Cause Research shows that 70% of buying decisions are made in store.                                                                  True
The observers are paid to watch and ______                                                                Write
A crisis by its very nature comes:                                                                          Unannounced
More and more people began to read newspaper and ____                                        Magzine
The spokesperson should have following skills
Convincing AND Inspiring, Good Orator, Able to address gathering
The corporate identity of an organisation is sum of all:                                             Visual cues
The process of identifying and advertising to a group of prime prospect is called as
                                                    Target Marketing
A Public Relation professional who counted over 500 different definitions for PR was known as:                                                                                                                                Rex Harlow
Public Relation practitioners play a dual role, they are advisors as well as: Counsellors
If you do the right think you have to make sure that people _____ about it.            Hear
If you have a website include the _____ in your heading.                                       URL
Skillful media relations involves treading the fine line between catering for the _____.
Organization
The Creative Services department includes Creative Director, Art Director, Copy Writer Research planning includes Designing a questionnaire, Data Collection, Tabulation, Analysis and Results.
People are good at:                                                                                                Reacting
The Body Copy is also called as                                                                           Main Text
In every organisation there are requirements for the management to communicate with different audiences this sort of communication is called as:
One to many communication
The financial information can be reached by the way of:
Annual General Report, Minutes of AGM, Quaterly Reports
In advertsement collateral material refers to Brochures, Video Tapes, Product Leaflets
The video tele conference of J AND J was of _____ minutes.                                                90
The print media consist of newspaper and magazines.                                                      True
The catcholic Church respondent with its own counter reformation by means of:
Speeches, Books, Pamphlets
Researching, conducting and evaluating on a continual basis are program of action. These are done to achieve public understanding, these may also include:
Marketing, Financial fund raising, Employee Community
There are three type of situations in which you can plan an interview with a journalist these are:                                                                                             Proactive, Reactive, Crisis
In print media rates depends upon the size, Colour and Position Traditionally the PR program is divided into ________                                                   Internal AND External programs
Advertisers describe consumer audience through Demographics
Tapping groups attitudes is called as____________                                               Channeling
In DAGMAR model the different stages are:
Awareness, Comprehension. Conviction
The copywriter is responsible for writing the copy of the advertisement in terms of ____
Words
A number of agencies are now focusing on :                                                               Research
Those who work for the organization are called as :                                           Internal Public
The following "firsts" were observed during the peri­od:                                            1900-1921
Advertising that is delivered directly to the consumer by mail refers to Direct Mail
The spokesperson should be :                                                                              People friendly
The internal publication which was a 4 page news letter was called as:                           Update
While releasing the press release check for the Headline, Double spaced, Avoid passive voice
Invitations for press conferences should be always:                                                        Typed
Pope Urban II used communication systems which in­volved:
Writing, Word of Mouth, Slogans AND Symbols
The Creative services department includes
Creative Director, Art Director, Copy Writer
A crisis often gathers momentum with great :                                                                Rapidity
Cities where the local press usually gives a favourable ___ for press conference.        Coverage
A successful advertsment works when it fulfills desire and                                      Need
Disasters Advertsment actually grew up after the                          Second World War
In communication process the source ____ the messages.                                        Encodes
Reputations are not built overnight they are the sum of cumulative actions over a period of:
Time
Expert communicators use a number of devices such as:
Drama, Statistics, Examples
In nineteenth century food processing industry began famous and reputed names which came into lime light were                                                                 Nestles, Cadburys, Kellogs
Business magzines are categorised into the following:     
Trade Publications, Industrial Magzines, Professional Magzines
You may work within a _____ constrained by policies and procedures.                      Hierarchy
The most persuasive message are:
Direct, Simply expressed, Contains one primary data
The advocacy model was built during the middle of ____ century.                           20th
A number of activities at the community level that are practiced are:          
Providing Summer jobs for youth, Practicing environment protections drives, Cleaning up the neighbourhood
Media agencies handles:                                                             Media Planning AND Buying
Check for the passage ways, door ways, and elevators large enough to accommodate:
Bulky equipment
As world becomes a ____ place, where news travel with great speed.                           Smaller
Press releases are called:                                                                         Publicity Program
Crisis communication staff needs to be thoroughly trained to work together as a:           Team
The copywrite is responsible for writing the copy of the advertisement in terms of ___   Words
Fillers are material used to fill in the empty at the _____ minute.                                        Last
The advertising agency plays a key role in:                                              Creating advertising
All large companies develop a _______ identity manual                                           Corporate
In a corporate identity if the building is constructed of granite and glass it sends out signals of:
Prosperity AND Competence
There are three type of situations in which you can palnan interview with a journalist these are:                                                                                              Proactive, Reactive, Crisis
Persuasion is used to change or neutralize hostile: Opinion
The modern day advertising has its roots in-- USA
The most persuasive messages are:
Direct, Simply expressed, Contains one primary data
A corporate identity is very important part of the Company image and Communications.
The filler items should be in paragraph form with:
Double Spaced margin, Typed, Typed on single page
If any of your media contacts express a strong wish not to be reminded make a note of that and honour their:                                                                                               Preferences
The spokesperson should have following skills:
Convincing AND Inspiring, Good Orator, Able to address gathering
The production department is responsible for _______ the creative concepts.       Translating
“We very much prefer to see the _______ before they are released”, says an editor of an Popular Indian Computer Publication.                                                                               Product
Culture means Values, Perception, Beliefs Choosing a city for press conference depends upon the level you are working with:                                              National, Regional, Business
Research planning includes Designing a questionnaire, Data Collection, Tabulation, Analysis and Results.
People forget mistakes than brow beaten by Cunning, Manipulative, Explanations For testing the advertisement, adveretisers uses _______                                                        Focus Groups
Marketing plan starts with:                                                                        Situation Analysis
The lesson learnt from Tylenol case was:
Open Communication policy, Adhering to companys policy regarding customer safety, Establishment of Media control
Advertisments in  those days were laid out like our present day
Classified advertisement
All good companies have a manual of:                                                                   Operations
The term “Publics” means these are those :
People on whom the success or failure depends
In print media rates depends upon the size, Colour and ______                                   Position
For holding a press conference invitations are to be sent and _______ has to be selected.
Venue
The words in your headings will usually be for ________ release                              Immediate
The lesson learnt from Tylenol case was:
Open Communication policy, Adhering to companys policy regarding customer safety, Establishment of Media control
A PR practitioner have access to a lot of information and are constantly in touch with news sources related to:
Technology Advancements, Social Changes
A PR should always have a track of:                                                                    Bottlenecks
Advertising research is an:                                                                          Information Tool
Advertisment copy consists of the body copy, slogans and Head Line
It is the PR practitioners task to __________ and enhance the organisations reputation.
Protect
Planning and Implementation are the efforts done by the organisation to influence or _____ public Policy.                                                                                                            Change
The various types of advertisements are Consumer and Retail, National and International, End product or Industrial.
Another internal roles of PR are that of:
Teaching, Instructing Executives for clear writing, Effective speaking
Everyone has an image, an individual or an organisation.
The question is, is it bad or Good
A press conference should be called when there’s a reason for:
Two way communication
If there are pictures with the release, use the phrase with:
Art
Choosing a city for press conference depends upon the level you are working with:
National, Regional, Business
The design principles can been arranged by different elements viz.
Balance, Proportion, Sequence
In a corporate identity if the building is constructed of granite and glass it sends out signals of:
Prosperity and Competence
The buyers buy for business or non profit motives, these consists of Business, government, Non-Government Organisation Johnson and Johnson shampoo for kids is an example of ___.
Demographic
The press kits designed by Johnson and Johnson included:
J and J history, Name of top people, Financial results
While scheduling the press conferences be aware of the:
Media Deadlines
Organisations use a variety of spokesperson depending upon the _____ and the audience.
Message
In Mumbai there are reporters who specialize in stories relating to the Government.
False
Samples of new safety packaging were________
Distributed
Types of Organisational Market Reseller market, Industrial market, Government market.
The demand for a product is _____ when price cut causes revenue to increase.
Price elastic
________ eliminates the risk of losing customer’s good will
One price policy
There are more number of substitutes for ________ products.                                    Multi use
_________ are difficult to change                                                                             Attitudes
Market _________ is more prevalent than Mass marketing                                 Segmentation
The price of a product is determined by estimating the cost of producing and marketing and then add a percentage of profits. This orientation is called:                                         Cost
What is product concept?
Detailed version of idea stated in consumer terms
Planning of long term strategies are based on following factors:
Opportunity, Objectives, Strategies, Situation assessment, Organisation mission, Resources
Types of psychological pricing are Prestige, Leader Marketer tries to seek what kind of response from the other party?
Behavioural
The onus of advertising, pricing and sales promotion policies is put on _______ distribution.
Exclusive
A transaction takes place when There is time and place of agreement, Two things of value, Agreed upon.                                                                                                        Conditions
An organizational assessment uncovers _____                                                       Weakness
Shorter distribution channel results in Reduced costs, Limited market coverage
The output of Stimulus Response Model is Product decision_____ exists when a few large independent firm accounts for bulk of a industry’s sales.                                                  Oligopoly
The input to ‘Stimulus Response Model’ is Stimuli Characteristics of Effective segmentation Actionable, Measurable, Accessible
Types of strategic business units are:
Stars, Cash cows, Question marks
Pricing that enables sales people to tailor their prices to a prospect’s situation is called.
Price shading
This pricing objective involves setting a low price to discourage entry of new firms.
Stay out
This distribution is necessary for most shopping and speciality goods.                       Selective
This portfolio involves major capital investments which will result in either larger pay offs or large losses.
Big bets
What is Statistical Quality Control (SQC) Identifies quality and productivity from a production process, Identifies impact of any change on performance, Instantly spots malfunctions and show where they occur.
Optimum marketing mix is obtained using analysis, _____, implementation and control.
Planning
What are the stages in new product development?
Idea screening, Market testing, Commercialisation
These are moves that will pay off irrespective of what happens in the future.
No-regret moves
A centralized inventory means Fast delivery to customers _____ of physical distribution activities increases it’s productivity as well as of manufacturer.
Automation
______ concept increases the efficiency of economic system.                                   Marketing
Key concepts of systems view of management includes
Optimisation concept, Total cost concept, Cost trade-off concept
What are fixed costs?
Office rent, Insurance, Generator back up
This distribution is necessary for most convenience goods.                                          Intensive
It is the process of buying out the product developed by someone else                     Acquisition
Quantity discrepancy for a convenience product in a marketing channel is adjusted by :                                                                                        
Retailer
What involves review of projected sales, costs and prof­its.
Business analysis ______ cost accounting measures the cost of producing and ignores the cost of non-producing                                                                                               Traditional
The benefits of a change in process are defined in terms of _____            cost savings Labour
The tangible inputs in a business are Capital, Machine, Time
What are psychogenetic needs Belonging, Recognition
The greatest amount of satisfaction comes from which utility                                    Possession
_______ is a modern plant consisting of modules centered around a stage in the production process Flotilla concept
Source credibility is
Receiver's perception regarding belief on sender.
Who provides time and place utility?                                                                    Intermediary
Socio-cultural environment consists of Social class, Culture.
Consumerism emerged in which era of Marketing?                                                         Sales
Production creates which type of utility Form When is demand price elastic?
Price cut causes revenue to increase, Price rise causes revenue to decrease
The tool that a sender uses to reach to the receiver is called:                                      Message
In which phase of production era, the producer and consumer are the same?
Subsistence
_______ is a broad plan of action for using an organisation’s resources to accomplish a objective Strategy
Drawbacks of Survey of Buyer’s intention method are Exposure, Not accurate, Time consuming.
Product means the ____ and services the company offers the target market.                  Goods
_______ distribution is used when a small percentage of customers account for a large part of sale.                                                                                                                              Selective
Market segmentation can be done on the basis of fol­lowing factors Psychographic, Demographic, Geograph­ic
It is an approach to cost reduction in which components are studied to determine if they can be made by cheaper methods of production                                          Product Value Analysis
__________ research involves using past experiences to find solutions to marketing problems.                                                                                                             Historical
It is the process of selecting people for company positions and developing skills and abilities for assignments in the company Staffing.
Japan’s major productivity gains are the results of social changes brought about by ______
Statistical quality control Target marketing involves Market targeting, Market segmentation.
The greatest amount of satisfaction comes from which utility Possession.
Trade promotions include Push money allowance, promotional allowance.
These are the elements of a plan that specify how objectives are to be achieved Strategies.
Shorter distribution channel results in Reduced costs, Limited market coverage.
The most common criteria for classifying products is based on Buyer behaviour.
Doctor’s services is an emergency are called which type of products?                       Unsought
_________ directs the flow of goods and services from the producer to the ultimate consumer Marketing
In Cost Optimisation:
Overall physical distribution costs are minimized
In this pricing, prices are set high to benefit from the price quality relationship that exists in many consum­er's mind Prestige pricing
_________ planning determines the number, location and ownership of warehouses.
            Warehouse
As a person acquires additional units of a product, the amount of satisfaction (each unit adds to total satisfac­tion), is less than the previous unit. This is called Law of diminishing marginal utility Factors affecting demand of a product?
Population, Increase in buying power In which phase of production era, the producer and consumer are the same?                                                                                            Subsistence
Marketer tries to seek what kind of response from the other party?                          Behavioural
It is the relative difficulty in understanding or using the product Complexity
An organisational assessment uncovers ______                                                 Weaknesses
Product characteristics that influence channel selection are  
Complexity, Perishability, Weight
Market  is more prevalent than Mass market­ing Segmentation
Key concepts of systems view of management include Cost trade-off concept, Optimisation concept, Total cost concept
After the new product has passed the conceptual stages it becomes more concrete in which stages? Commercialisation, Product development, Test mar­keting
________ is an important tool for planning and control‑ling the firm'a activities        
Sales Forecast
Conditions for a Successful Communication are: Sender transmits message, Receiver receives message
What are psychogenetic needs Belonging, Recognition
________ method is suitable for products with a stable demand pattern Simple trend analysis
_______ is a strong internal stimulus impelling action Drive
The participants in a communication process are                                         Source , Recipient
In  pricing buyers pay different prices under the same conditions, in the same quantities and at the same time Variable
________ cost accounting measures the cost of producing and ignores the cost of non-producing Traditional
The factor of satisfaction and ________ motives are consistent in society Profit Manufactures offering variety of price promotions to their middlemen is called Trade promotion.
Government units that purchase or rent goods for carrying out main functions of government is called Government Market
Competition tends to focus on _____ as a product moves through its life cycle.
__________ eliminates the risk of losing customer’s good will
One price policy Conditions for a Successful Communication are:
Sender transmit message, Receiver receives message
_______ leads to market fragmentation.                                                               Competition
Concentration on that segment of market which has the maximum number of people is called ____                                                                                                           Market fallacy
Feedback is fastest in which of the following channels:
Personal selling
_______ routinely performs all functions on recurrent, internal and external data Recurrent data system (RDS)
Profits are negative in which stage of product life cycle?
Introductory
Higher the perceived quality of the product, higher will be the perceived price. Such products are called.
Prestige
Characteristics of Effective segmentation Actionable, Measurable, Accessible
Recession stage in business cycle is also called Slow down
This strategic posture plays a leadership role in establishing how the industry operates.
Shapers
Producer → Wholesaler → Retalier → Consumer is a common channel for:
Chocolates
Commercial sources have following sources Advertising, Packaging, Sales persons.
The reseller’s assortment influence it’s Marketing mix, Customer mix, supplier mix
_________ exists when a few large independent firm accounts for bulk of an industry’s sales.
Oligopoly
Income, occupation, education, age, marital status are factors of which type of segmentation?
Geographic, Demographic
Concept of marketing includes study of Transaction, Transfer, Exchange
A transaction takes place when There is time and place of agreement, Two things of value, Agreed upon conditions
Shorter distribution channel results in Reduced costs, Limited market coverage
_______ provides more information than Advertising and is relatively inexpensive.
Publicity
______ concept increases the efficiency of economic system Marketing
General Electric Matrix is divided into how many cells 9
The various variations of Negotiated contract are
Cost plus pricing, Fixed price, Fixed price and incentive
If focuses on one or more selected market segments and develops separate marketing mix for each segment Target Marketing
In this market, organisation acquires goods for the purpose of renting to others at profit Reseller Market.
The frequency at which a product is used is called?                                               Usage rate
________ are difficult to change Attitudes Characteristics for effective market segmentation are:
Actionable, Measurable, Accessible
What is Statistical Quality Control (SQC) Identifies quality and productivity from a production process, Identifies impact of any change on performance, Instantly spots malfunctions and show where they occur
_______ method is suitable for products with a stable demand pattern Simple trend analysis
The traditional approach towards uncertainity is Binary
Toffees and chocolates, magazines etc are examples of ______ products Impulse
In production ear, demand is __________ than supply Greater
The factor of satisfaction and ____________ motives are consistent in society.                Profit
Optimum marketing mix is obtained using analysis, _______ implementation and control.
Planning
Competition tends to focus on _______ as a product moves through its life cycle.            Price
Customer are brand, style and type conscious when buying _______ products.
Special Major components of marketing mix are:
Product
Here the organisation acquires the operations of one or more other organisations on the same level.
Horizontal integration Vertical integration
Aspects of political environment are:
Form of government adopted, Media and pressure groups, Government stability
The tool used for decision making in ‘A range of futures’ scenario is Technology forecasting.
This distribution limits intermediaries to one per given territory.                                  Exclusive
__________ is some characteristic of people in the market that helps in dividing it.
Factor
__________ can price it’s product without any regard to competitor.               Pure monopolist
Product, price, place and promotion are the 4p’s of _______ mix                               Marketing
Who provides time and place utility?                                                                    Intermediary
It is an approach to cost reduction in which components are studied to determine if they can be made by cheaper methods of production.                                     Product Value Analysis
Market segmentation can be done on the basis of following factors Psychographic, Demographic, Geographic How does’ structure’ reduce internal uncertainity arising out of human behaviour Control mechanism, Departmentalization The input to ‘Stimulus Response Model’ is Stimuli
Features of Question Marks?
High growth, Low share SBUs Income, occupation, education, age, marital status are factors of which type of segmentation?
Geographic, Demographic
New product forms and brands enter in which stage of product life cycle?
Growth
“When to order” is called Re-order point
It is the relative difficulty in understanding or using the product                               Complexity
Drawbacks of Survey of Buyer’s intention method are Exposure, Not accurate, Time consuming
It identifies opportunities for and threats to the organisation Environmental assessment.
Characteristics of mass market strategy are:
One market mix for target market, One distribution and promotion strategy
Concept of marketing includes study of Transaction, Transfer, Exchange
Advantage of multi-variate segmentation is:
More information about available people
Types of strategic business units are:
Stars, Cash cows, Question marks
Commercial sources have following sources Advertising, Packaging, Sales persons Learning consists of Cues, Drivers, Response.
Position Bias is a possibility in ______                                                                  Questions
Multiple choice Verbalization of Attitude is known as:
Opinion Respondent’s imagination is tested in __________.
Rorschach Test
In the Internet era, qualitative research is possible through:                                Chat sessions
The responses for the ‘education’ of a respondent can include Not disclosed, Illiterate, Literate without formal schooling.
Constant Sum Scale can be used for:
How different household would spend a fixed amount in a month, How different household would spend a fixed amount on entertainment, How different respondents spend their Sunday.
Which scale can be best used for rural surveys?
Diagrammatic Rating Scale
In cluster technique when the difference in rating of each attribute is added, this method is called as:
Single linkage
Barometric methods of sales forecasting are:
Historical analogy, Product like cycle concept, Survey methods
In data analysis, cross tabulation shows the relationship between:
Two or more variables _____ is the determinant of how people act.                       Knowledge
The _____ has set up districts and boundaries based on homogeneity of socio-cultural parameters.
State Re-organisation Commission Bibliography contains ______.
Information of references and secondary data
Diagnostic methods of sales forecasting are:
Delphi method, Munshi Forecasts, Last Horse method
Identify the Close ended question type:                                                                        Scales
Which scale uses numbers as labels only?
Nominal Scale
The preference of Sunsilk Shampoo to Clinic Plus shampoo can be judged with:
Ordinal Scale
A Questionnaire:
Motivates a respondent to respond, Facilitates data processing, Is an instrument for seeking and recording data
In cluster analysis linkage is based on ______ distance or neighbour rule Minimum
Informal interview is a _____ format of data collection.                                         Unstructured
Specialized techniques of Market Research include:
National Readership survey, Forced Exposure test, Consumer Panels
This question is based on the case study of “RESEARCH ON CONSUMER PRODUCTS”. What are the highlights of the study?
Competition from major players well entrenched in the market, Inferences about socio-economics status of consumer was to be found, Company wanted to manufacture watches
Mean or average value is used to estimate when data have been collected using:
Interval or ratio scale
The clients or organization should do the comparison of defined research problem with ____.
Other problems that need to be studied
Adhoc methods for determining Sample size are:
Rules of thumb, Budget constraint, Comparable studies
A good Research Design should ensure that the data is gathered:
Accurately, Timely, Economically
What are the advantages of Secondary Data?
Easy Accessibility, Economy, A basis for further research
The starting point of the semantic differential scale is neutral.
Diagrammatic Rating scale is best used for:
Rural Respondents, Children, IIliterate Respondents
The _______ uses a cartoon format in which one of the characters is represented as saying something.
Roseinweig test Searching & Developing Alternatives is done in _____.                 
Exploratory Research
Clarity of questions and instructions for filling the form is essential in:                      Mail survey
What is the publication Report?
A Report with style, content according to the magazine and journals.
Your Answer
________ is the final step of data acquisition plan.
Data Collection
Ethical issued to be observed while writing a report are:
No deliberate misinterpretations, Marketing problems should be designed to suit hidden agenda, Complete confidentiality and secrecy of data
What are the advantages of Secondary Data?
Easy Accessibility, Economy, A basis for further research
Checklists are useful for:                                                                                   Factual data
Evaluating the question content is the:                                                                        4th step
Multidimensional scaling consist of:
Attribute data, Non attribute data, Similarity and preference
A Questionnaire:
Motivates a respondent to respond, Facilitates data processing, Is an instrument for seeking and recording data Your Answer
_______ are used for National Panel Studies.
Quota controls
The objectives of marketing research are
To understand the consumer needs and wants, To explore the new markets, To analyze the competitors
The long form of IMRB is:
Indian Market Research Bureau
Economic indicators in survey method of sales forecasting are:
Leading, Co-incident, Lagging
A multivariate Statistical technique that uses a class of procedures for data reduction & summarization is known as:
Factor analysis
Factor analysis is based on linear relationship through which  _____ is derived.
Factor loading
District Gazetteer Giving the information about population, public enterprises, development etc. is an example of:                                                                    Government Publications
The responsibility of a client towards a research firm include ______.
Disclosure of relevant proprietary data
In Delphi method experts or knowledgeable people are invited to give their forecast:
Without giving reasons
Data interpretation requires _____ and logical skills.                                              Qualitative
Interpretation of results is highly subjective in ____________.
Projective techniques
Short range forecast is done for the duration of:                                                      Upto 1 year
In MDS the impact of pricing can be studied for the comparison of _________.
Spatial maps
Cluster analysis is used in:
Market segment, Understanding buyer behavior, Selecting test markets for various marketing strategies
The _________ uses a cartoon format in which one of the characters is represented as saying something.
Roseinweig test
Pretesting of Questionnaire includes testing of:
Question content, Time taken to answer questions, Categorisation
The respondents in the research of Pharma companies are:
Doctors, Patients, Pharmacists
Top of mind recall is observed in:                                                                Attitude Research
___________ is the final step of data acquisition plan.                                     Data Collection
__________ can be used for the diagrammatic rating scale.                                        Pictures
The technique in which respondents are provided with incomplete sentences which they can complete as they choose to do so, is known as Construction technique.                          False
While formulating the research purpose the following points should be taken into consideration:
What are the problems or opportunities?, What are the decision alternatives?, Who are the users of the research?
A list of population members used to obtain a sample is known as the:          Sampling frame
Sales forecast helps to decide the:                                                       Purchase of inventory
A good Research Design should ensure that the data is gathered:
Accurately, Timely, Economically
The conjoint analysis helps to enable company’s to:
Duct brand swot analysis
In industrial product research, newer raw materials are studied for ______ and functional advantages.                                                                                                                   Pricing
What is Executive Report? Report for decision makers Issues which a Doctors seeks regarding a product are:
Amount of Drugs required, Indications for prescription, Efficiency overall time needed for drug concentration in the body
Market Research is a _______ industry in India.                                                        Growing
District Gazetteer Giving the information about population, public enterprises, development etc. is an example of:                                                                     Government Publications
Taking the responses on which political party will win the upcoming election is known as _____.                                                                                                                Opinion Poll
Spontaneous response from respondent is possible in:
Free response questions, Probing questions, Unstructured questions
In Report writing, letter of transmission indicates:
To whom the report is submitted, reason for research and official authorization
Scale Intervals can be used for Age
The test which consists of a series of pictures about which the subject is asked to tell a story is called:
Thematic Apperception Test
Transcribing data is involved:
Coding sheet on the disk, Transferring the coded data from the questionnaires, Coding sheet on to magnetic tapes or directly into computers.
In conjoint analysis it may be difficult to ascribe or describe _______ for certain products.
Attributes
Which is the institution specializing in Pharma Research?
Central Drug Research Institute, Lucknow
________ represents a close ended question                                                               Scales
Interpretation of results is highly subjective in_____.
Projective techniques
Stimulated Test Marketing can be used in:
Product Concept testing, Pilot study before national launch, Packaging Appropriateness
In online surveys, ___________ works like focus groups.
Chat sessions
Which publications can be used for research on automobile industry?
Auto spark, Automobile Reporter, Auto Age
Cluster analysis is used in:
Market segment, Understanding buyer behavior, Selecting test markets for various marketing strategies
Descriptors describing the selection criteria of the individuals needed for the study are known as:
Respondent Descriptors
Ethical issues to be observed while writing a report are:
No deliberate misinterpretations, Marketing problems should be designed to suit hidden agenda, Complete confidentiality and secrecy of data
In two mode, two way data of MDS, the products can be compared on the basis of _____.
Objective and perceived attributes
Semantic Differential Scale can be used for:
Rating the Program” Jassi Jaisi Koi Nahin”, Rating the success of a new software
Validation is fundamental step in research because:
Ethics in Marketing Research underline the three basic responsibilities that includes:
Responsibility towards the respondent, Responsibility towards the researcher, Responsibility towards the client
Which of the following are the research obligations to the client?
Honest and clear reporting, Briefing regarding study limitation, Explanation of Report Conclusions and aiding client’s application
In absence of proper _______ the market research becomes a data collection exercise.
Problem Definition
The objective of Questionnaire design is to seek consistency with:
Method of data collection, Research objective, Respondent’s willingness to answer questions on the subject
Which publications can be referred for the research on Cotton & Textile Industry?
Texprocil Bulletin, Indian Textile Bulletin, Indian Cotton Mills Federation Journal
What is the source of information to know the technical details of norms for using construction chemicals?
Kurtosis is measure of _______ or flatness of curve defined by the frequency distribution.
Relative peakedness
Ultra violet ink is used to disguise customer coding. This activity is:
A disapproved method
 A process of recognizing and noting people is known
District Observation Method
Pie chart is a round chart divided into sections denoting ______ associated with each value.
Percentage
In MDS the impact of pricing can be studied for the comparison of ________.
Spatial maps
Report presentation methodology deals with:
Research design, technique employees and justification
Online survey methods include:
Survey, HTML survey, Downloadable interactive surveys
Data cleaning is done through extensive checks for __________.
                                                                 Consistency and treatment of missing responses

MARKETING BRIEFLY Reviewed by sambasivan srinivasan on 9:35:00 PM Rating: 5

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