ADL 02 Marketing Management V3

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ADL 02 Marketing Management V3

ASSIGNMENT – A

Question 1: The length of the product life cycle is governed by the rate of
technological change, the rate of market acceptance and the case of competitive
entry Discuss.

Question 2: The marketing concept is a customer orientation backed by integrated
marketing aimed at generating customer satisfaction as the key to satisfying
organisational goals. Comment.

Question 3: What are major reasons for market segmentation and what are its
advantages?

Qujestion 4: Briefly explain the steps involved in new product development.
ASSIGNMENT – B

Question 1: Explain any two pricing policies with their relative advantages and
disadvantages.

Question 2: As Marketing Director of Kellogg’s evolve a market driven
distribution system for the market.

Question 3: Which type of sales promotion vehicles will you use to promote the
sale of a premium brand of toilet soap?
CASE STUDY

Q1: What should the company do in this situation and why?

Q2: Should the company try scrap industries who are an unlisted supplier and
what precautions should the company take for the future?
ASSIGNMENT – C

1. All of the following would be ways to segment within the category of
psychographic
segmentation EXCEPT:

a. social class.

b. occupation.

c. lifestyle.

d. personality.

2. The orange juice manufacturers know that orange juice is most often consumed
in the
mornings. However, they would like to change this and make the drink acceptable
during
other time periods during the day. Which form of segmentation would they need to
work
with and establish strategy reflective of their desires?

a. gender segmentation

b. benefit segmentation

c. occasion segmentation

d. age and life-cycle segmentation

3. Using a successful brand name to introduce additional items in a given
product
category under the same brand name (such as new flavors, forms, colors, added
ingredients, or package sizes) is called a(n):

a. line extension.

b. brand extension.

c. multibranding.

d. new brands.

4. If a company’s objective were to reach masses of buyers that were
geographically dispersed at a low cost per exposure, the company would likely
choose which of the following promotion forms?

a. Advertising

b. Personal selling

c. Public relations

d. Sales promotion

5. Successful service companies focus their attention on both their customers
and their employees. They understand, which links service firm profits with
employee and customer satisfaction.

a. internal marketing

b. service-profit chains

c. interactive marketing

d. service differentiation

6. Anything that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need is called a(n):

a. idea.

b. demand.

c. product.

d. service.

7.______________ is the general term for a buying and selling process that is
supported by electronic means.

a. Internet commerce

b. Web commerce

c. Computer commerce

d. Electronic commerce

8.________________ consists of dividing a market into distinct groups of buyers
on the basis of needs, characteristics, or behaviour who might require separate
products or marketing mixes.

a. Product differentiation

b. Market segmentation

c. Market targeting

d. Market positioning

9.__________________ is the process of evaluating each market segment’s
attractiveness and selecting one or more segments to enter.

a. Mass marketing

b. Market segmentation

c. Market targeting

d. Market positioning

10. The fact that services are sold, produced, and consumed at the same time
refers to which of the following service characteristics?

a. Intangibility

b. Inseparability

c. Variability

d. Perishability

11._______________ factors are the most popular bases for segmenting customer
groups.

a. Geographic

b. Demographic

c. Psychographic

d. Behavioral

12. The stage is the product life cycle that focuses on expanding market and
creating product awareness and trial is the:

a. decline stage.

b. introduction stage.

c. growth stage.

d. maturity stage.

13. A set of interdependent organizations involved in the process of making a
product or service available for use or consumption by the consumer or business
user is called a(n):

a. retailer.

b. wholesaler.

c. distribution channel.

d. logistics.

14. In evaluating messages for advertising, telling how the product is better
than the competing brands aims at making the ad:

a. meaningful.

b. distinctive.

c. believable.

d. remembered.

15.___________________ is the practice of adopting policies and developing
strategies that both sustain the environment and produce profits for the
company.

a. Environmentalism

b. Environmental sustainability

c. Consumerism

d. Consumer accountability

16. Consumer goods with unique characteristics or brand identification often
requiring a special purchase effort are called:

a. custom products.

b. specialty products.

c. convenience products.

d. shopping products.

17. A price reduction to buyers who buy in large volumes is called a(n):

a. quantity discount.

b. cash discount.

c. seasonal discount.

d. trade discount.

18. R&D and engineering first produce the product concept into a physical
product during which of the following stages of the new product development
process?

a. Concept development and testing

b. Marketing strategy

c. Business analysis

d. Product development

19. The primary reason that many companies work to become the “low-cost
producers” in their industry is because:

a. they can generate more advertising.

b. they can please top management.

c. they can gain tax advantages.

d. they can set lower prices that result in greater sales and profits.

20. Conflicts between different levels of the same channel of distribution are
referred to as:

a. horizontal conflicts.

b. vertical conflicts.

c. layer-based conflicts.

d. parallel conflicts.

21.________________ is a philosophy holding that a company’s marketing should
support the best long-run performance of the marketing system.

a. Enlightened marketing

b. Myopic marketing

c. Fundamental marketing

d. Conceptual marketing

22. A company is practicing __________________ if it focuses on subsegments with
distinctive traits that may seek a special combination of benefits.

a. micromarketing

b. niche marketing

c. mass marketing

d. segment marketing

23. When a company reviews sales, costs, and profit projections for a new
product to find out whether these factors satisfy the company’s objectives,
they are in which of the following new process development stages?

a. Concept development and testing.

b. Commercialization.

c. Business analysis.

d. Marketing strategy development.

24._______________ is a strategy of using a successful brand name to launch a
new or modified product in a new category.

a. Duobranding

b. Line extension

c. Brand extension

d. Multibranding

25. The fact that service cannot be stored for later use or sale is evidence of
their:

a. intangibility.

b. inseparability.

c. variability.

d. perishability.

26._________________ is the concept under which a company carefully integrates
and coordinates its many communications channels to deliver a clear, consistent,
and compelling message about the organization and its products.

a. The promotion mix

b. Integrated international affairs

c. Integrated marketing communications

d. Integrated demand characteristics

27. The course of a product’s sales and profits over its lifetime is called:

a. the sales chart.

b. the dynamic growth curve.

c. the adoption cycle.

d. the product life cycle.

28. The type of trade-promotion discount in which manufacturers agree to reduce
the price to the retailer in exchange for the retailer’s agreement to feature
the manufacturer’s products in some way is called a(n):

a. discount.

b. allowance.

c. premium.

d. rebate.

29. When producers, wholesalers, and retailers act as a unified system, they
comprise a:

a. conventional marketing system.

b. power-based marketing system.

c. horizontal marketing system.

d. vertical marketing system.

30.______________ is a person’s distinguishing psychological characteristics
that lead to relatively consistent and lasting responses to his or her own
environment.

a. Psychographics

b. Personality

c. Demographics

d. Lifestyle

31.________________ has the advantage of being high in selectivity; low cost;
immediacy; and interactive capabilities.

a. Direct Mail

b. Outdoor

c. Online

d. Radio

32. If an advertiser wants flexibility, timeliness, good local market coverage,
broad acceptability, and high believability, the advertiser will probably choose
which of the following mass media types?

a. Newspapers

b. Television

c. Direct Mail

d. Radio

33. A(n)_______________ is a name, term, sign, symbol, or design, or a
combination of these that identifies the maker or seller of a product or
service.

a. product feature

b. sponsorship

c. brand

d. logo

34. All of the following factors can affect the attractiveness of a market
segment EXCEPT:

a. the presence of many strong and aggressive competitors.

b. the likelihood of government monitoring.

c. actual or potential substitute products.

d. the power of buyers in the segment.

35. A _______________ is any activity or benefit offered for sale that is
essentially intangible and does not result in the ownership of anything.

a. demand

b. basic staple

c. product

d. service

36. The________________ holds that consumers will favor products that are
available and highly affordable (therefore, work on improving production and
distribution efficiency).

a. product concept

b. production concept

c. production cost expansion concept

d. marketing concept

37. A company is in the_______________ stage of the new product development
process when the company develops the product concept into a physical product
in order to assure that the product idea can be turned into a workable product.

a. product development

b. commercialization

c. marketing strategy

d. business analysis

38. The practice of going after a large share of a smaller market or subsets of
a few markets is called:

a. undifferentiated marketing.

b. differentiated marketing.

c. concentrated marketing.

d. turbo marketing.

39.________________ is screening new-product ideas in order to spot good ideas
and drop poor ones as soon as possible.

a. Idea generation

b. Concept development and testing

c. Idea screening

d. Brainstorming

40. Technological advances, shifts in consumer tastes, and increased
competition, all of which reduce demand for a product are typical of which
stage in the PLC?

a. decline stage

b. introduction stage

c. growth stage

d. maturity stage

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