(a) Provide a user-friendly mechanism
(b) Divert attention of customer
(c) Identify potential problems quickly
(d) Provide product information
Q2
Which of the following is NOT a part of Acculturation Mechanism?
(a) Empowerment
(b) Scalability
(c) Recruitment
(d) Training
Q3
Which of the following is the description of Good Offering?
(a) Fast checkout
(b) On site support
(c) Competitive prices of products
(d) Availability of products
Q4
Why would developing a privacy program be worthwhile for a company?
(a) Privacy policies are required by law
(b) In order to demonstrate its lack of respect for customer privacy
(c) To keep company secrets "in house"
(d) So competitors can't steal its information
Q5
Customer-centered company is one that focuses upon the customer developments in designing its marketing strategies and on delivering superior value to its target customers. What are the things that customer-centered companies need to do?
(a) All of the given options
(b) Deliver superior value to their target customers
(c) Build customer relationships
(d) Conduct market engineering of products
Q6
Companies can gain a strong competitive advantage by having better-trained people. This is an example of which of the following concepts?
(a) Product differentiation
(b) Personnel differentiation
(c) Personnel training
(d) Human resources parity
Q7
Not all aspects of the environmental analysis are equally important. So what should be the order of priority?
(a) Competitors, customers and complementary
(b) Customers, immediate competitors then the broader environment
(c) The broad environment, competitors and then customers
(d) Markets, segments and then individual customers
Q8
The corporate level is that where top management directs which of the following?
(a) All employees for orientation
(b) Its efforts to stabilize recruitment needs
(c) Overall strategy for the entire organization
(d) Overall sales projections
Q9
Which one of the following statements BEST describes the concept of strategic management?
(a) It is a combination of planned actions and on-the-spot adaptive reactions
(b) It is a company's means of executing its business model
(c) It is aimed more at achieving strategic objectives than at achieving financial objectives
(d) It is formed primarily at the same time the company is formed and then evolves slowly thereafter
Q10
It is a job for the whole management team, not a few senior managers, because every manager needs to be concerned with what has to be done in his/her area of authority to implement the company's strategy successfully refers to as:
(a) Formulation of strategy
(b) Execution of strategy
(c) Formulation and implementation of strategy
(d) Implemention and execution of strategy
Q11
The loyalists who maintain undivided loyalty with regard to their brand choice are known as:
(a) Soft-core loyalists
(b) The same watchers
(c) Hardcore loyalists
(d) Innovators
Q12
The main public relations activities are:
(a) Direct marketing
(b) Publicity and event management
(c) Print advertising
(d) Personal selling
Q13
Audiences for public relations are:
(a) Employees
(b) Supplier
(c) Dealer
(d) Local Authorities
Q14
Personal selling is an effective tool to assist the buying process, especially for high priced products. Personal selling is not commonly used for which of the following purposes?
(a) Developing customer convictions and feelings about a product and company
(b) Pressurizing the customer into making a decision
(c) Building up buyer's preferences
(d) To create static images only
Q15
The five competing concepts under which an organization can choose to conduct its marketing activities include all of the following EXCEPT:
(a) The production concept
(b) The marketing concept
(c) The marketing management concept
(d) The selling concept
Q16
Which of the following is NOT a benefit, customers generally experience from direct marketing?
(a) Time saving
(b) Reduced prices
(c) Convenient shopping
(d) Customized offers
Q17
Which of the following is NOT a benefit of direct marketing?
(a) Convenience
(b) Interactive
(c) Customer relationship building
(d) Assists client prospecting
Q18
Which one of the following reflects e-commerce for buyer point of view?
(a) Has no impact on transaction costs
(b) Has no impact on product prices
(c) Increases product prices
(d) Reduces product prices
Q19
Purchasing and procurement transactions are a major part of the ____________ category of e-commerce.
(a) Consumer to business (C2B)
(b) Production to production (P2P)
(c) Business to consumer (B2C)
(d) Business to business (B2B)
Q20
Which of the following is NOT a characteristic of the Business-to-Business arena?
(a) Large markets
(b) Wide geographic spread
(c) Complex buyer behavior
(d) Low volume of transactions
Q21
Looking for new customers is called:
(a) Soliciting
(b) Trawling
(c) Presenting
(d) Prospecting
Q22
Which one of the following is NOT specific role of the sales representative?
(a) Negotiating and closing the sale
(b) Initiating contact
(c) Follow-up and account management
(d) Devising product strategy
Q23
“Lead tracking, distribution and management” are functional components of which of the following?
(a) Marketing application
(b) Sales application
(c) Support application
(d) Support application
Q24
A visitor to schoolpop.com will notice that it contains little text and pictures, sound, or video and a large number of links that have one thing in common, they are all retailers hoping to attract consumers wishing to support schools. Which of the following BEST describes the schoolpop.com website?
(a) The website has an emphasis on context and minimal content
(b) The website has minimal content and an emphasis on connection
(c) The website has minimal context and an emphasis on community
(d) The website has no content whatsoever
Q25
Customer service and quality are important for customers due to which of the following reasons?
(a) They identify elements of the environment
(b) They provide opportunities for co-operation with other organizations
(c) They may deliver competitive advantage
(d) They identify opportunities and threats
Q26
The public relations process is proposed by which of the following?
(a) Glen Broom
(b) All of the given options
(c) Allen Center
(d) Scott Cut-lip
Q27
Identify the third step of the public relation process proposed by Scott Cut-lip, Allen Center and Glen Broom.
(a) Planning and Programming
(b) Evaluating the Program
(c) Taking action and Communicating
(d) Defining Public Relations Problems
Q28
Functional components of Modules of CRM include all of the following EXCEPT:
(a) Support application
(b) Advanced technologies
(c) Customer service
(d) Sales applications
Q29
All are Web Services EXCEPT:
Perform specific functions or tasks
All of the above
Web services:
(a) Facsimile (FAX)
(b) Perform specific functions or tasks
(c) Are Internet applications
(d) Are modular
Q30
The fundamental value of the internet as a communication medium pervades a common platform for independent access to data anytime and anywhere is known as:
(a) Web Control
(b) Web Power
(c) Web Experience
(d) Web Browser
Q31
Which of the following tracks all the steps in the sales process?
(a) CIC
(b) SCM
(c) SFA
(d) CRM
Q32
The advent of new technologies can open up new business and marketing opportunities to organizations.
Which of the following statements is NOT true?
(a) Technology can increase efficiency due to uniformity, automation
(b) Consumers will not be able to manage the information they receive.
(c) Technology is capable of shortening the channel of distribution.
(d) Technology has potential to become powerful delivery channels and selling functions.
Q33
Which one of the following reflects the term Utility?
(a) An economic model used to measure consumer reactions
(b) A branch of scientific study
(c) A company that performs a public service
(d) The benefits or customer value received by users of the product
Q34
In urban lifestyle, communication is very essential because of which of the following factor?.
(a) Employment
(b) Population
(c) Speed of life
(d) Technologies
Q35
Which of the following is the best example of a people-based service?
(a) Vending machines
(b) Airlines
(c) Appliance repair
(d) Movie theaters
Q36
Any single product or service can deliver:
(a) Same benefits to different customers
(b) Same benefits to delighted customers
(c) Different benefits to different customers
(d) Same benefits to loyal customers
Q37
Customer relationship management affects:
(a) All individuals, all organizations and all industries
(b) All individuals, some organizations and all industries
(c) All individuals, all organizations and some industries
(d) Some individuals, all organizations and all industries
Q38
Which of the following is NOT the part of security and self preservation appeals?
(a) Ensure safe operating conditions
(b) Prolong life of your plant
(c) Protect your valuable equipment
(d) Product not available to others
Q39
According to Pareto’s law, __________ of customers account for __________ of your turnover.
(a) 70%, 30%
(b) 50%, 50%
(c) 30%, 70%
(d) 20%, 80%
Q40
When the aim of the promotion, while introducing a new consumer product is to achieve high awareness levels, the firm will most likely make heavy use of which one of the following promotional mix?
(a) Publicity
(b) Personal selling
(c) Sales promotion
(d) Advertising
Q41
Product orientation period refers to which one of the following?
(a) The price of the product
(b) The packaging of the product
(c) Very little difference between two products
(d) Promotion of the product
Q42
Which of the following statements BEST describes the customer satisfaction?
(a) Customers make positive comments about a product or service.
(b) A successful transaction occurs and customers becomes happy to get fulfilled his expectations.
(c) The value customers receive from a product equals or exceeds the expectation.
(d) A customer repeats a purchase on regular bases because of the quality of the products.
Q43
Which of the following statement is NOT true about needs and wants?
(a) Marketing aims to create both needs and wants.
(b) Customers wants and needs are secondary priority for marketers.
(c) Human needs are states of felt deprivation.
(d) Wants are the form of human needs, shaped by culture and personality.
Q44
Which one of the following statements is TRUE in context of customer relationship management (CRM)?
(a) CRM is one of the smallest functions of many business functions
(b) CRM is the only principal function of the firm to achieve customer satisfaction
(c) A firm can practice marketing without CRM to achieve customer satisfaction
(d) CRM is included in all the different business functions to achieve customer satisfaction
Q45
Which of the following represents the customer success factor?
(a) Focus on customers at the end of the tunnel
(b) Focus on designing of product for customer
(c) Strength that a customer has in its business
(d) Provide maximum convenience to customers
Q46
Which of the following concepts refers when hotel franchise uses analytical applications to compile statistics on average occupancy, average room rate to determine revenue generated per room and gathers statistics on market share and data from customer surveys from each hotel to determine its competitive position in various markets?
(a) Enterprise Marketing Automation (EMA)
(b) Business Intelligence (BI)
(c) Business Automation (BA)
(d) Sales Force Automation (SFA)
Q47
The dimension of service quality called _____ which is caring and individualized attention provided to customers.
(a) Empathy
(b) Responsiveness
(c) Reliability
(d) Assurance
Q48
The buyer-supplier relationship characterized by a close cooperative relationship where the seller adapts to meet the customer's needs without expecting much adaptation or change on the part of the customer in exchange is referred to:
(a) Customer is king
(b) Buyer-supplier relationship is transctional
(c) Supplier is king
(d) None of the given options
Q49
The element of service quality which is defined as "the knowledge and courtesy of employees and their ability to convey trust and confidence" falls under which of the following categories?
(a) Assurance
(b) Empathy
(c) Responsiveness
(d) Tangibles
Q50
Which of the following statements most accurately defines 'corporate strategy'?
(a) Corporate strategy is an organization’s attempt to add value to its inputs while matching its internal activities to evolving environmental conditions
(b) Corporate strategy can be described as the identification of the purpose of the organization and the plans and actions to achieve that purpose
(c) Corporate strategy is the organization’s long-term plan to meet needs of customers
(d) Corporate strategy can be described as an organization’s sense of purpose
Q51
Identify the loyalty which customer mostly shows while purchasing technical, semi technical and electronics products?
(a) Loyalty towards Sales Persons
(b) Loyalty towards Organization
(c) Loyalty towards Stores
(d) Loyalty towards Brands
Q52
Measurement of the number of customers who stop using or purchasing products or services from a company; it is used as an indicator of the growth or decline of a firm’s customer base BEST describes:
(a) Knowledge about customer lifestyle
(b) Building customer care team
(c) Attempt to track losses
(d) Customers specific approach
Q53
A media event in which newsmakers invite journalists to hear them speak and, most often, ask questions is known as:
(a) Lobbying efforts
(b) Press Releases
(c) Spin
(d) Press Conferences
Q54
It is the main theme of which marketing strategy that what customer wants to buy rather than what customer wants to sell?
(a) Advertising
(b) Customer relationship management
(c) Telemarketing
(d) One to one marketing
Q55
Which of the following is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement?
(a) Advertising
(b) Word of mouth
(c) Direct mail
(d) Publicity
Q56
The term product should be broadly interpreted to encompass:
(a) All intangible items
(b) Tangible items and issues
(c) All tangible items
(d) Information, services, ideas and issues
Q57
Which of the following is NOT a benefit of direct marketing?
(a) Convenience
(b) Interactive
(c) Customer relationship building
(d) Assists client prospecting
Q58
Which one of the following reflects e-commerce for seller point of view?
(a) Has no impact on transaction costs
(b) Has no impact on product prices
(c) Increases transaction costs
(d) Reduces transaction costs
Q59
Which of the following process consists of the buying and selling of products or services over electronic systems such as the internet and other computer networks?
(a) E-mail Marketing
(b) Web Personalization
(c) Sales force Automation
(d) E-commerce
Q60
Salesforce.com was one of the first to deliver customer relationship management (CRM) software over the internet. Many companies are using CRM to create more sales with existing customers. All of these companies are banking on the increasing importance of __________ as a growing source of sales.
(a) Media convergence
(b) Distribution elasticity
(c) E-commerce
(d) Sales force automation
Q61
Front Office CRM Systems covering real-time aspects of sales related activity is referred to as:
(a) CRM Customer Services
(b) CRM Customer Communications
(c) Automated Marketing
(d) Sales Force Automation
Q62
Which of the following process ensures high efficiency by creating integrated, highly-targeted campaigns and tracking results across all channels?
(a) Marketing Automation
(b) Service Automation
(c) Operational Automation
(d) Sales Force Automation
Q63
Negotiation is a give and take activity in which both parties try to shape a deal that satisfies both of them; it reflects which one of the following negotiation?
(a) Standard negotiation
(b) Co-operative negotiation
(c) Collusive negotiations
(d) Competitive negotiation
Q64
Which one of the following is NOT specific role of the sales representative?
(a) Negotiating and closing the sale
(b) Initiating contact
(c) Follow-up and account management
(d) Devising product strategy
Q65
A customer-centered company is one that focuses upon the customer developments in designing its marketing strategies and on delivering superior value to its target customers. What are the things that customer-centered companies need to do EXCEPT:
(a) Build customer relationships
(b) Deliver superior value to their target customers
(c) Provide quality products to customers
(d) Only focused on product selling
Q66
The marketing concept states that:
(a) Marketing should be the responsibility of everyone in the company
(b) Marketing should be the philosophy that drives the company's strategy
(c) Marketing is the overall activity of an organization
(d) Marketing should be the most important department in the company
Q67
Which of the following is NOT a reason why consumers typically shop online?
(a) Convenience and control
(b) Customization and convenience
(c) Control and choice
(d) Status symbol and time saving
Q68
The stages in the AIDA model are listed in which of the following way?
(a) Awareness, interest, diagnosis, and action
(b) Attention, interpretation, diagnosis, and absorption
(c) Attentiveness, intent, desire, and action
(d) Attention, interest, desire, and action
Q69
When major corporations first began to conduct business on the internet, they put up websites primarily for the purpose of:
(a) Creating a strong brand image
(b) Creating a corporate image of quality
(c) Creating a corporate image of quality
(d) Stimulating trial through combining the Internet with sales promotions
(e) Providing information
Q70
In order to bring the Avari Hotel and Potpourri Center up to industry standards, each guest room was redecorated with new wallpaper, drapes, carpeting, mattresses and sofas. From the viewpoint of most business travelers, these changes would result as:
(a) Value-added product
(b) Potential product
(c) Expected product
(d) Generic product
Q71
Which of the following statements about online consumers is TRUE?
(a) Online consumers are the subsegment of all internet users who employ this technology to research products and to make purchases.
(b) All internet users who employ this technology to research products and to make purchases are a subsegment of online consumers.
(c) As a group, online consumers tend to be poorer than all Internet users who employ this technology to research products and to make purchases.
(d) Fewer than 20 percent of internet/web users have ever even considered becoming online consumers.
Q72
Which of the following is a series of transaction and interaction that make up a dialogue between customer channel /end user and an organization?
(a) Connect
(b) Cognize
(c) Correlate
(d) Combine
Q73
It is likely that global competition will become more fiercely intensive because:
(a) Organizations are forming alliances with other market players.
(b) Competitors are becoming more aggressive.
(c) Competitors can seemingly access any international market and compete freely.
(d) Competitors are increasing in size and have more resources to compete.
Q74
Genuine value to customers is critical for organizational survival because:
(a) The quality of products has increased over time
(b) There is lots of competition
(c) Consumer spending is on the rise
(d) Consumers have become more demanding
Q75
A good CRM capability will also reduce following EXCEPT:
(a) Revenues
(b) Complaints
(c) Wastage
(d) Costs
Q76
Improvement in listening skills results in which of the following?
(a) Paraphrase
(b) Continue to talk
(c) Avoid eye contact
(d) Interrupt with questions
Q77
In urban lifestyle, communication is very essential because of which of the following factor?.
(a) Employment
(b) Population
(c) Speed of life
(d) Technologies
Q78
A good, service, or idea consisting of a bundle of tangible and intangible attributes that can satisfy consumers is called a:
(a) Commodity
(b) Product
(c) Durable good
(d) Nondurable good
Q79
The _______ presentation involves the act of presenting product appeals so as to influence the prospect’s beliefs, attitudes, or behavior; it encourages the buyer to make a buying decision.
(a) Reminder
(b) Informative
(c) Persuasive
(d) Comparison
Q80
Reputation or recognition appeal is BEST described in which of the following?
(a) All of the given options
(b) Product not available to others
(c) Benefit from special virtues in your product use
(d) Associate your company with brands
Q81
According to Pareto’s law, __________ of customers account for __________ of your turnover.
(a) 70%, 30%
(b) 50%, 50%
(c) 30%, 70%
(d) 20%, 80%
Q82
Which one of the following is the process of attaining awareness or understanding of sensory information?
(a) Assessment
(b) Selective group
(c) Perception
(d) Personality
Q83
Which of the following is a person’s pattern of living as expressed in his or her psychographics?
(a) Social class
(b) Lifestyle
(c) Culture
(d) Personality
Q84
Customer relationship management is selling product by using which one of the following approaches?
(a) Economic inducement
(b) Psychological inducement
(c) Business inducement
(d) None of the given options
Q1
Following are the product differentiations based on customers' perception EXCEPT:
(a) Perceptible
(b) Imperceptible
(c) Persuasion
(d) Induced
Q2
Which one of the following is the primary focus of advertising toward target audience?
(a) Persuasion
(b) Push the customer
(c) Availability of a product
(d) Infornmation of a new product
Q3
Liana advertising agency (LAA) handles all aspects of the advertising process including planning, design, production, and placement services to its client “Xing Construction Company of China”. LLA is a ________________.
(a) Creative agency
(b) Full service agency
(c) Composite agency
(d) Media Independent agency
Q4
Which one of the following types of advertising, attempts to create a favorable long-term perception of an entire business instead of particular product or service?
(a) Brand Advertising
(b) Institutional Advertising
(c) Business to Business Advertising
(d) Public Service Advertising
Q5
'Communication Response Pyramid' comprises of two types of objectives; communication and behavioral. Which one of the following is NOT a part of communication objective?
(a) Awareness
(b) Knowledge
(c) Preferences
(d) Trial
Q6
Which one of the following tools is used to decide 'Advertising Reach'?
(a) Net Program Rating
(b) Target Rating Scale
(c) Net Rating Scale
(d) Gross Rating Point
Q7
All of the following are the positive effects that can be achieved by adopting a proper market education strategy in advertising, EXCEPT:
(a) It helps to minimize sales resistance
(b) It helps to reduce the cost of advertising
(c) It helps to reduce the cost of advertising
(d) It makes difficult for sales force to achieve adequate distribution
Q8
Which one of the following is the major ingredient/s for an effective TV campaign?
(a) Celebrities
(b) Humor & Twist
(c) A story line
(d) All of the given options
Q9
All of the following are the disadvantages of a radio advertising, EXCEPT:
(a) Less Coverage
(b) Target duplication
(c) Overloading of ads
(d) Mobility
Q10
Which of the following methods can be used to measure the radio audience?
(a) Coverage
(b) Number of listeners
(c) Timings of programs
(d) All of the given options
Q11
In online advertising, an ad that appears in a window on your screen while waiting for web page to load is called?
(a) Interstitial
(b) Banner
(c) Ad Views
(d) Button ad
Q12
Which one of the following is more beneficial in terms of being high in selectivity, low cost, immediacy and interactive capabilities?
(a) Direct Mail
(b) Outdoor
(c) Online
(d) Radio
Q13
What is the primary advantage of telemarketing as a direct-response approach?
(a) Personal
(b) Flexibility
(c) Visualization
(d) Cost
Q14
A news editor of a newspaper rates newly launched movies for entertainment section of his/her newspaper by using a possible one to four star rating. From film’s perspective, editor is involved in which of the following activity.
(a) Publicity
(b) Advertising
(c) Direct marketing
(d) Personal Selling
Q15
Direct marketing is considered more cost effective as compare to other promotional tools. Which of the following direct marketing medium leads in terms of expenditures, sales and employment?
(a) Direct mail and catalogs
(b) Telephone
(c) Television
(d) Online
Q16
An important drawback of outdoor advertising is its:
(a) Low selectivity of audience
(b) Poor coverage of local markets
(c) Low visibility of message
(d) Expense
Q17
A promotional strategy used to increase sales and trade promotion to move the product through channels is called:
(a) Push strategy
(b) Pull strategy
(c) Blocking strategy
(d) Integrated strategy
Q18
Uni-liver announces a lucky draw scheme for their consumers to promote their product (fair & lovely). The company has adopted which of the following strategy?
(a) Push strategy
(b) Pull strategy
(c) Skimming strategy
(d) Penetration strategy
Q19
Which of the following is NOT true for "Publicity"?
(a) Attempt to attract attention to the firm without having to pay media costs.
(b) Can be more effective than advertising if a firm has a really new message.
(c) It can be risky because the media do not always say or show what the firm intends.
(d) Publicity can never be negative but its perception makes it negative.
Q20
Which of the following is NOT considered as a source of marketing intelligence?
(a) Competitor’s polices
(b) Buying behavior of competitors’ products
(c) Monitoring competitors’ sales
(d) Competitor’s social working
Q21
Which one of the following segmentation types is most often used?
(a) Geographical
(b) Psychographic
(c) Behavioral
(d) Demographical
Q22
“Segments must be large or profitable enough to serve”. This characteristic is termed as:
(a) Sustainable
(b) Accessible
(c) Actionable
(d) Measurable
Q23
Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment market based on _____.
(a) User Status
(b) Customer's Loyalty
(c) Store Type
(d) Brand Preference
Q24
Which of the following is/are necessary for analysis of marketing environment?
(a) Competitors
(b) Target Buyers
(c) Target Buyers
(d) All of the given options
Q25
MGM's has segmented its market for its sandwiches based on characteristics such as age, gender and income. The company is following which segmentation strategy?
(a) Demographic
(b) Geographic
(c) Psychographic
(d) Behavioural
Q26
Psychographic segmentation can be done on the basis of all of the following EXCEPT:
(a) Social class
(b) Occupation
(c) Lifestyle
(d) Personality
Q27
Primary data that is necessary for marketing plan must be relevant, current, objective, and _____.
(a) Shortened
(b) Accurate
(c) Inexpensive
(d) Expensive
Q28
Which technique/s can be used for hunting new customers?
(a) By change pricing structure
(b) By advertise in different medium
(c) By personal selling
(d) All of the given options
Q29
Which one of the following is more significant in advertising agency's evaluation process?
(a) Quantitative audit
(b) Social audit
(c) Qualitative audit
(d) Creative assessment
Q30
Which one of the following is the cardinal rule for running an agency?
(a) Affection to henchmen
(b) Flattering is a golden rule
(c) Intolerant to employee’s shortcomings
(d) Least delegated powers to subordinates
Q31
Which of the following are components of a print ad?
(a) Signature, copy, and illustration
(b) Headline, copy and signature
(c) Headline, signature, copy, illustration
(d) Headline, signature, copy, illustration, slogan
Q32
Following techniques can be more effective to get attraction of audience in a newspaper EXCEPT:
(a) Use high reading material in reversed copy format
(b) Use simple eye catching graphics and readable type
(c) Express the message in terms of benefits
(d) Focus on a single message.
Q33
Which one of the following is best, when a company wants to convey detailed information about the product such as price, percentage discounts & product features?
(a) Newspaper
(b) Billboard
(c) Radio
(d) TV
Q34
A product imprinted with a logo or promotional message of VU, is an example of which of the following:
(a) Advertising Specialty
(b) Advertising Novelty
(c) Promotional Product
(d) All of the given options
Q35
Which one of the following techniques involves buyer-seller electronic communication in a computer-mediated environment?
(a) E-commerce
(b) Internet Marketing
(c) Interactive
(d) Mobile Marketing
Q36
Which of the following has influences on channel strategy of a company?
(a) The product
(b) The market
(c) The environment
(d) All of the given options
Q37
Which of the following are disadvantages of telephone interviewing EXCEPT?
(a) Higher cost than mail questionnaires
(b) Introduces interviewer bias
(c) Under time pressures some interviewers might cheat
(d) Interviewers tend to interpret answers similarly
Q38
Which one of the following ways is used to achieve the global branding?
(a) Brand acquisition
(b) Market penetration
(c) Brand promotion
(d) Brand repositioning
Q39
A celebrity’s dialogue in advertisement that immediately precedes and serves as a reminder for some action is called:
(a) None of the given options
(b) Testimonial
(c) Testimonial
(d) Cue
Q40
Which one of the following factors makes advertising successful over personal selling?
(a) Limit target area
(b) Cost per Target Audience
(c) Mass Media Communication
(d) Personal Communication
Q41
In which of the following years, the first newspaper ad seeking buyer for an Oyster Bay, was published?
(a) 1743
(b) 1704
(c) 1782
(d) 1793
Q42
If a beverage company says, “We probably become the leader of beverage industry in next year”. Which one of the following appeals company has used in this advertisement?
(a) Puffery
(b) Weasel claim
(c) Shock ad
(d) Poignant Declare
Q43
Which of the following strategies is followed by a company when it lunches a new product in existing market?
(a) Market penetration
(b) Market development
(c) Product development
(d) Diversification
Q44
Which of the following products is most commonly sold on the basis of emotional attributes of its product?
(a) Printer
(b) Computer
(c) Cheese
(d) Pure Water
Q45
‘Above the line media’ and ‘Below the line media’ are two important terms used in advertising based on promotional techniques. Which of the following is the example of ‘Above the line media’ promotion?
(a) Direct mail
(b) Exhibition
(c) Broadcast
(d) Sales Literature
Q46
Which one of the following tells the number of distinct people exposed to an advertisement in a specified period?
(a) Reach
(b) Frequency
(c) Scheduling
(d) Coverage
Q47
Which one of the following methods is used for pre-testing of a TV and Radio advertisement?
(a) Direct Questioning
(b) Order of merit test
(c) Paired comparison tests
(d) Central location test
Q48
Which type of the research helps agency to analyze whether message content & presentation will perform as desired or not?
(a) Copy research
(b) Media research
(c) Market research
(d) Advertising research
Q49
After watching the 30-minute infomercial on surf excel, Sana was certain the cleaning product would remove the grape juice stain from her white shirt. In terms of the communication process, Sana had engaged in which of the following process?
(a) Evaluating
(b) Encoding
(c) Decoding
(d) Messaging
Q50
RACE strategy is one of the old problem-solving techniques and it was proposed by:
(a) Kleeppner
(b) Johan Martson
(c) Jerry Hendrix
(d) E.K. Strong
Q51
Which one of the following is NOT a part of the process of identifying target audiene?
(a) Identify the market
(b) Identify appropriate segments
(c) Decide criteria for selecting relevant segment
(d) Identify price strategy
Q52
In 21st century perspective, which of the following techniques is getting more popularity?
(a) Online Advertising
(b) Newspaper advertising
(c) Billboard advertising
(d) Radio advertising
Q53
The price charged to advertisers if the visitor responds to a displayed ad, by search engines and other internet publishers, is the best description of which one of the following?
(a) Cost per click
(b) Cost per lead
(c) Click Rate
(d) Cost of web ad
Q54
Which of the following can be termed as internet advertising?
(a) Banner
(b) Interstitials
(c) Logos
(d) All of the given options
Q55
Which one of the following is more beneficial in terms of being high in selectivity, low cost, immediacy and interactive capabilities?
(a) Direct Mail
(b) Outdoor
(c) Online
(d) Radio
Q56
All marketing activities that attempt to stimulate quick buyer action or immediate sales of a product are known as:
(a) Sponsorship
(b) Advertising
(c) Direct mailing
(d) Sales promotion
Q57
Direct marketing is considered more cost effective as compare to other promotional tools. Which of the following direct marketing medium leads in terms of expenditures, sales and employment
(a) Direct mail and catalogs
(b) Telephone
(c) Television
(d) Online
Q58
Which of the following function/s can a sales person perform?
(a) Prospecting
(b) Identifying Customer need & wants
(c) Closing the sales
(d) All of the given options
Q59
In a newspaper, a writer wrote a story about a product based on his/her personal survey and due to this story; the sales of the product increased. The activity of write is corresponding to which of the following?
(a) Advertising
(b) Publicity
(c) Public relation
(d) Sales promotion
Q60
Which of the following is the most significant disadvantage of publicity as a promotional tool?
(a) Publicity is expensive.
(b) Publicity is viewed as being biased.
(c) Publicity isn't believable to many people.
(d) Publicity isn't controllable by the company.
Q61
Which of the following is NOT true for "Publicity"?
(a) Attempt to attract attention to the firm without having to pay media costs.
(b) Can be more effective than advertising if a firm has a really new message.
(c) It can be risky because the media do not always say or show what the firm intends.
(d) Publicity can never be negative but its perception makes it negative.
Q62
“Segments must be large or profitable enough to serve”. This characteristic is termed as:
(a) Sustainable
(b) Accessible
(c) Actionable
(d) Measurable
Q63
Which one of the following is a marketer’s major positioning tool that has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction?
(a) Product Quality
(b) Product Packaging
(c) Product Design
(d) Product Accessibility
Q64
P & G was the first company who offered the product "Pampers", in Pakistan, specifically designed for babies. The company has segmented its market based on which of the following
(a) Geographic
(b) Demographic
(c) Family life cycle
(d) Social and cultural
Q65
Psychographic segmentation can be done on the basis of all of the following EXCEPT:
(a) Social class
(b) Occupation
(c) Lifestyle
(d) Personality
Q66
Which one of the following is NOT a component of a marketing plan?
(a) Environmental analysis
(b) Marketing strategies
(c) Executive summary
(d) Marketing implementation
Q67
Which one of the following is most important for both client and an advertising agency to have long term relations?
(a) Have long brain-storming sessions
(b) Have Long-term Contract
(c) Now and then exchange Extra facilities
(d) Do not have expectation on counter part
Q68
ABC Oil company has contracted with Pakistan State Oil for the supply of oil for five years. It is an example of which of the following?
(a) Business to business marketing
(b) Business to consumer marketing
(c) Consumer to consumer marketing
(d) International marketing
Q69
What strategy it will be called if you give discounts to your middleman to persuade them to carry and promote your products?
(a) Intensity
(b) Pull
(c) Push
(d) Bull
Q70
When you have limited budget, then which one the following low-cost techniques can be effective for advertising campaign?
(a) CO-Op
(b) Trade outs
(c) Free expertise
(d) All of the given options
Q71
Following are the critical questions can be asked during an ad tracking survey EXCEPT:
(a) Do you recognize company’s ad?
(b) Do you recall weasel claim of the ad?
(c) Can you recall the sponsor of the ad?
(d) What product/ service come in your mind after this ad?
Q72
From Pakistani market perspective, which one of the following electronic media is more significant for mass promotional activities of a product?
(a) SMS Marketing
(b) TV
(c) Internet
(d) Radio
Q73
Which of the following media can create more sense of excitement among audiences for a chocolate ad?
(a) Newspaper
(b) Billboard
(c) Magazine
(d) TV
Q74
Following are the examples of different portals EXCEPT:
(a) E-Commerce Portals
(b) B2B and B2C Portals
(c) Business Intelligence Portal
(d) Customer Search Portal
Q75
What are the objectives of the salesperson in providing after-sale service?
(a) Delivery or installation of the product or service that meets or exceeds customer expectations
(b) Immediate follow-up calls and visits to address unresolved or new concerns
(c) Reassurance of product or service superiority through demonstrable actions
(d) To improve customer service through satisfaction
Q76
Which one of the following ways is used to achieve the global branding?
(a) Brand acquisition
(b) Market penetration
(c) Brand promotion
(d) Brand repositioning
Q77
A non paid form of non personal communication about the organization and its products that is transmitted through a mass medium in the form of a news story is referred to as:
(a) Advertising
(b) Newsletters
(c) Publicity
(d) Magazine
Q78
Which of the following statements about direct marketing is TRUE?
(a) Direct marketing does not include online advertising
(b) Direct marketing uses indirect forms of communication with customers
(c) Personal selling is a form of direct marketing
(d) Encoding and decoding are not important in direct marketing
Q79
How most sales managers establish sales quotas for specific territories?
(a) By weighing the impact of economic and competitive factors on short-term sales efforts
(b) By relating sales to forecasted sales potential
(c) By relating sales to the experience level of the salesperson
(d) By quantifying each salesperson's ability and experience
Q80
Sales forecasts should include a _______.
(a) Sales expense budget
(b) Activity quota
(c) Sales technique
(d) Sales manager
Q81
Which one of the following media is more effecitve to promote agriculture products?
(a) Radio
(b) Internet
(c) Newspaper
(d) TV
Q82
Which one of the following is the basic purpose of marketing?
(a) To produce goods as per customer's need
(b) To convert generic needs into wants
(c) To earn profit regardless of customer's satisfaction
(d) To create a link between buyers and sellers
Q83
Mr. Robin is working in an advertising agency and he is overall incharge of all creative and art work related to agency’s clients. Which one of the following position he has?
(a) Copy & Design Developer
(b) Idea Director
(c) Creative Director
(d) Media Director
Q84
Which approach can be used for positioning strategy?
(a) The product user approach
(b) The product class approach
(c) The use or application approach
(d) All of the given options
Q85
Which one of the following sections of an ad copy provides the main text portion of advertising message?
(a) Illustration
(b) Body Copy
(c) Art design
(d) Standing Details
Q86
Advertisement is communication between sponsor and audience meant for informing or reminding about the product. Which of the following is NOT serving the informing objective of advertisement?
(a) Make consumers aware of new product
(b) Announcing a new price of product
(c) Explaining how a product works
(d) Products are still available for sale
Q87
After watching the 30-minute infomercial on surf excel, Sana was certain the cleaning product would remove the grape juice stain from her white shirt. In terms of the communication process, Sana had engaged in which of the following process?
(a) Evaluating
(b) Encoding
(c) Decoding
(d) Messaging
Q88
Which one of the following is NOT a part of the process of identifying target audiene?
(a) Identify the market
(b) Identify appropriate segments
(c) Decide criteria for selecting relevant segment
(d) Identify price strategy
Q89
There is a famous slogan of Mobilink “Reshaping Lives”. Which one of the following is mostly responsible to write such slogans in an advertising agency?
(a) Copywriter
(b) Art director
(c) Creative director
(d) Media director
Q90
What is the primary advantage of telemarketing as a direct-response approach?
(a) Personal
(b) Flexibility
(c) Visualization
(d) Cost
Q91
Which one of the following is considered more powerful process that allows a firm to reach the right customers with right messages at right time and in the right place?
(a) Integrated Commercial Networks
(b) Integrated Promotional Campaign
(c) Integrated Marketing Communication
(d) Integrated Relationship Operations
Q92
In which of the following activities, company has least grip on message that it actually wants to convey to the audience?
(a) Personal Selling
(b) Sales Promotion
(c) Advertising
(d) Publicity
Q93
Which of the following component of promotional mix would be most effective for helping highly involved consumers who make complex buying decisions?
(a) Personal selling
(b) Sales promotion
(c) Reminder advertising
(d) Public relations
Q94
Which of the following activities stimulates consumer's purchasing with the help of coupons, contests, free sample and trade shows.
(a) Sales promotion
(b) Publicity
(c) Personal selling
(d) Public relation
Q95
The way to begin marketing research is to gather secondary data, which consists of information _____.
(a) That is not explore before.
(b) That currently not exist in an organized form.
(c) That already exists somewhere.
(d) Used by competition.
Q96
If increase in demand for new homes caused by low interest rates then this scenario will be the impact of which of the following?.
(a) Technological environment
(b) Cultural and social environment
(c) Competitive environment
(d) Economic environment
Q97
You are attending a seminar where different musicians share frequent needs in music industry. If your company plans to serve this group, then this group will be your potential ________________:
(a) SBU
(b) Target market
(c) Strategic Grid
(d) Business Profile
Q98
Which of the following sections of the marketing plan states: “Which segment of total market is growing or declining & why?”
(a) Consumer Situation
(b) Product Situation
(c) Distribution Situation
(d) Competitive Situation
Q99
Primary data that is necessary for marketing plan must be relevant, current, objective, and _____.
(a) Shortened
(b) Accurate
(c) Inexpensive
(d) Expensive
Q100
Which technique/s can be used for hunting new customers?
(a) By change pricing structure
(b) By advertise in different medium
(c) By personal selling
(d) All of the given options
Q101
“Few buyers but larger business transactions”. Which one of the following buyer channels is best suitable for this statement?
(a) Local markets
(b) Government
(c) Consumer markets
(d) International markets
Q102
ABC Oil company has contracted with Pakistan State Oil for the supply of oil for five years. It is an example of which of the following?
(a) Business to business marketing
(b) Business to consumer marketing
(c) Consumer to consumer marketing
(d) International marketing
Q103
Which one of the following is more significant in advertising agency's evaluation process?
(a) Quantitative audit
(b) Social audit
(c) Qualitative audit
(d) Creative assessment
Q104
The participant components of an integrated marketing communication process may include video production houses and package design firms. These components would all be characterized as:
(a) Specialized advertising agencies
(b) Collateral services
(c) Creative boutiques
(d) Clients agencies
Q105
________ unlike advertising or sales promotion involves a direct relationship between buyer and seller.
(a) Publicity
(b) Personal selling
(c) Public Relations
(d) All of the given options
Q106
Which of the following are components of a print ad?
(a) Signature, copy, and illustration
(b) Headline, copy and signature
(c) Headline, signature, copy, illustration
(d) Headline, signature, copy, illustration, slogan
Q107
Which of the following advertising medium takes more time to response towards a product when an ad is launched?
(a) Magazine ad
(b) Newspaper ad
(c) Radio ad
(d) TV ad
Q108
When an ad on radio is executed, then which of the following can be increase the cost of advertising?
(a) Length of spot
(b) No of spots bought in a given time
(c) Prime time of the transmission
(d) All of the give options
Q109
Marketing plan of an organization is a written document that describes:
(a) Competitors’ activities
(b) Company’s sales forecast
(c) Company's past and future marketing achievements
(d) Company’s marketing activities
Q110
From Pakistani market perspective, which one of the following electronic media is more significant for mass promotional activities of a product?
(a) SMS Marketing
(b) TV
(c) Internet
(d) Radio
Q111
Which of the following are unique capabilities of internet/web technology that promote and sustain customer relationships?
(a) Collaboration and interactivity
(b) Visual and collaboration
(c) Visual and individuality
(d) Interactivity and individuality
Q112
Following are the examples of different portals EXCEPT:
(a) E-Commerce Portals
(b) B2B and B2C Portals
(c) Business Intelligence Portal
(d) Customer Search Portal
Q113
Which one of the following is the characteristic of a good brand?
(a) Distinctive and easy to remember
(b) Include company’s name
(c) Latest technology
(d) Appeal to young people
Q114
Which one of the following is related to Integrate marketing communications (IMC)?
(a) Only concerned with managing the sources of brand contacts with potential customers
(b) A goal of presenting a consistent message about the product and/or company
(c) Easy to understand and just as easy to implement
(d) Encourages the customer to move directly from the awareness stage to the purchase stage
Q115
Which of the following statements about direct marketing is TRUE?
(a) Direct marketing does not include online advertising
(b) Direct marketing uses indirect forms of communication with customers
(c) Personal selling is a form of direct marketing
(d) Encoding and decoding are not important in direct marketing
Q116
Which of the following incentives would be useful for motivating salespeople?
(a) Negative feedback on salesperson's evaluation
(b) No Travel allowance
(c) Positive feedback on performance evaluations
(d) Limited promotion
Q117
A celebrity’s dialogue in advertisement that immediately precedes and serves as a reminder for some action is called:
(a) None of the given options
(b) Testimonial
(c) Endorsement
(d) Cue
Q118
If your company made items to be used in photocopiers only, then your company would most likely be selling to a_______________.
(a) Reseller market
(b) Business market
(c) Government market
(d) Service market
Q119
United Mobile (Official distributor of Nokia in Pakistan) purchased 5000 mobile from Nokia in the month of November as per their agreement, which of the following activity took place?
(a) Exchange
(b) Negotiation
(c) Transaction
(d) Briefing
Q120
Which one of the following statements is NOT true about the concept of a customer?
(a) Terms “customer” and “consumer” can be used interchangeably.
(b) Customers can be described as clients
(c) A customer can be an end user of a product.
(d) Industry can be described as customer of a university
Q121
Which of the following is a process of dividing a market into distinct groups of buyers based on needs, characteristics, or behavior who might require separate products?
(a) Market differentiation
(b) Market targeting
(c) Market positioning
(d) Market segmentation
Q122
Which one of the following is a major type of newspaper advertising?
(a) Display and classified
(b) Single spots and multiple packages
(c) Yellow Pages Classified
(d) Retail and classified
Q123
Which of the following advertising agencies offers both creative & media services with research to its clients?
(a) Creative agency
(b) Full Service agency
(c) A Composite agency
(d) Media Independent agency
Q124
Which one of the following is a major type of newspaper advertising?
(a) Display and classified
(b) Single spots and multiple packages
(c) Yellow Pages Classified
(d) Retail and classified
Q125
ABC Company manufactures processor and advertises its product for Del and HP computers. It is an example of which of the following.
(a) Interactive Advertising
(b) Retail or Local Advertising
(c) Institutional Advertising
(d) Business to Business Advertising
Q126
A company has advantage of selective audience with no ad competition and personalization. Which of the following medium is more suitable for the company?
(a) Radio
(b) Newspapers
(c) Internet
(d) Direct Mail
