Deck 12: Marketing and Product Development

Question 1

'Life style', 'Westside' and 'Shoppers stop' have located their departmental shops in the areas frequently visited by upper income people is an example of .

A)Psycho graphic segmentation.
B)Geo-demographic segmentation.
C)Demographic segmentation.
D)Geographic segmentation.

Answer 1

Geo-demographic segmentation.

Question 2

Which of the demographic variables is not used by marketers for demographic segmentation?

A)Family life cycle.
B)Income and occupation.
C)Gender.
D)Poverty.

Answer 2

Poverty.

Question 3

Which type of segmentation, classified consumers according to relevant needs and buying behavior, regardless of their countries and culture.

A)Multi-attribute segmentation.
B)Inter-market segmentation.
C)Demographic segmentation
D)Psychographic segmentation.

Answer 3

Psychographic segmentation.

Question 4

Before a company decides to target a particular segment, which important factors are to be examined against organizations's objectives and resources?

A)Market size.
B)Growth rate.
C)Structural attractiveness.
D)All of the above.

Question 5

If an organization targets to market a particular product to a variety of segments in order to build a strong reputation in that product area is called.

A)Product specialization
B)Market specialization.
C)Selective specialization.
D)Single-segment concentration.

Question 6

A positioning strategy should include the following strategies except.

A)Product strategy.
B)Personnel strategy.
C)Promotion strategy.
D)Advertising and sales promotion strategy.

Question 7

Which of the following relationship strategies result into forming of a new organization.

A)Strategic alliance.
B)Prtnership.
C)Joint venture.
D)None of the above.

Question 8

Which type of organization consists of a small workforce, relying on independent suppliers who are located at several parts of the world with a sophisticated linked. information system.

A)Trading company.
B)Network corporation
C)International organization.
D)Global corporation.

Question 9

Hindustan Motors (HM. alliance with Mitsubishi to manufacture and market Lancer cars in India is an example of.

A)Franchise agreement.
B)Vertical relationship.
C)Technological licence agreement.
D)Horizontal integrative relations.

Question 10

In which of the following systems, management of the distribution channels will be undertaken by single organization.

A)Vertical management systems.
B)Vertical marketing systems.
C)Conventional marketing systems.
D)None of the above.

Question 11

The difference between the total value and the corrective cost of performing the value activities is .

A)Contribution.
B)Margin.
C)Revenue .
D)Performance.

Question 12

The number of variants of a product offered by a company is called.

A)Product mix length.
B)Product mix depth.
C)Product mix width.
D)Product line length.

Question 13

If a company increases product line length by increasing its products range it is called.

A)Line increasing .
B)Line stretching.
C)Line filling.
D)Range stretching.

Question 14

Companies that attack other firms including the market leader in an attempt to build market share are called.

A)Market followers
B)Market challengers.
C)Market leaders.
D)Market nichers.

Question 15

Companies that follow the market leader's strategy are called.

A)Market nichers.
B)Market leaders.
C)Market followers.
D)Market challengers.

Question 16

Which one of the following is not an internal source of generating ideas for new product development

A)Market research
B)Directed research.
C)Need-gap analysis.
D)Top management.

Question 17

The method which generate new product ideas by analyzing the customer needs, wants and ideas is known.

A)Directed research.
B)Customer need analysis.
C)Need gap analysis.
D)Market research.

Question 18

Which method of product portfolio analysis helps indeciding which products are to be retained and which are not to be.

A)Ansoff matrix.
B)Strategic environment matrix
C)BCG matrix.
D)None of the above.

Question 19

The methods which are used for evaluating marketing performance are.

A)Sales analysis and marketing cost analysis
B)Sales analysis and cost analysis
C)Market analysis and research analysis.
D)Demand analysis and supply analysis.

Question 20

What is the frame work that describes the positioning of firms database to support decisions with in the purview of total customer loyalty strategy

A)Customer retention strategy.
B)Customer bonding .
C)Customer positioning.
D)Customer acquisition.

Question 21

In which stage of product life cycle strategy, the company takes decision whether to maintain, harvest or drop the product.

A)Introduction.
B)Growth.
C)Maturity.
D)Decline.

Question 22

The branding strategy which uses a different brand name for reach product is known as .

A)Over all family branding.
B)Line family branding.
C)Individual branding.
D)Brand extension.

Question 23

Eurekha Forbes is popular for its strategy of.

A)Personal selling.
B)Sales promotion.
C)Advertisement.
D)Direct marketing.