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Marketing Management MCQs [set-27]
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651. Which of the following major promotional tools use the telephone,
mail, fax, e-mail, and the Internet to communicate directly with specific
consumers?

A. Advertising

B. Public relations

C. Direct marketing

D. Sales promotion

Answer: C

652. Although the promotion mix is the company’s primary communication

activity, the __________________ must be coordinated for greatest
communication impact.

A. Organizational culture

B. Entire marketing mix

C. Demand mix

D. Profit variables in a company

Answer: B

653. Two major factors are changing the face of today’s communications.
One of these factors is the fact that:

A. Costs of promotion are rising.

B. Mass markets are fragmented and marketers are shifting away from mass marketing.

C. Global communications are not growing rapidly enough.

D. Marcom managers have achieved more power and control.

Answer: A

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654. Identify the products that the customer usually buys frequently and
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with a minimum of comparison and buying effort.

A. Specialty
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B. Convenience

C. Unsought

D. Augmented

Answer: A

655. ________ guides the development of advertisements and personal

sales presentations.

A. AIEA

B. AIBA

C. AICA

D. AIDA

Answer: D

656. Of the following reasons, which is not a reason to use sales

promotion?

A. To reach new customers

B. To reward behaviour

C. To develop brand image

D. To assist integration

Answer: C

657. Which of the following is NOT considered to be an objective

associated with the use of sales promotions?

A. Change buyer attitudes

B. Increase volume of individual purchases

C. Prompt buyers into trial purchase

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D. Product improvement
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Answer: A c
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658. Sales promotions are thought to make consumer purchase decisions:

A. less satisfying

B. simpler

C. more complex

D. more satisfying

Answer: D

659. If there is low involvement and the product/market is established then

sales promotions should be used for:

A. loyals to reward and increase usage

B. loyals to increase loyalty

C. loyals to encourage trial

D. all to block out the competition

Answer: A

660. According to promotional mix, the method which follows corporate

image building, handling unfavorable events and stories to get favorable
publicity is called

A. sales promotion

B. personal selling

C. public relations

D. advertising

Answer: C

661. The promotion “P” of marketing is also known as ________.

A. Product Differentiation

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B. Distribution
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C. Cost c
D. Marketing Communication M
Answer: D

662. Refersto those in the targetedmarketwho have purchased the product.

A. targetmarket

B. Penetratedmarket

C. availablemarket

D. potentialmarket

Answer: B

663. Marketing is a process which aims at:

A. Selling Products

B. Maximizing Profits

C. Satisfying Customers

D. Producing

Answer: C

664. Marketing is ________________ :

A. Art

B. Science

C. Both

D. Neither

Answer: C

665. The buying process starts when the buyer recognizes a _________.

A. Product

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B. an advertisement for the product
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C. a salesperson from a previous visit

D. problem or need M
Answer: D

666. ______ refers to collecting goods of the same type from various
sources of supply.

A. Buying

B. Selling

C. Assembling

D. Financing

Answer: C

667. Identify the products that the customer usually buys frequently and
with a minimum of comparison and buying effort.

A. Specialty

B. Convenience

C. Unsought

D. Augmented

Answer: B

668. The most basic level of a product is called the:

A. Core product.

B. Central product.

C. Fundamental product.

D. Augmented product

Answer: A

669. A(n) _____ product exceeds customer expectations.

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A. Strategic
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B. Superior c
C. Augmented M
D. Anticipated

Answer: C

670. These objectives are often the most suitable when firms operate in a
market dominated by a major competitor and where their financial
resources are limited

A. Niche

B. Hold

C. Harvest

D. Divest

Answer: A

671. The use of price points for reference to different levels of quality for a
company's related products is typical of which product-mix pricing
strategy?

A. Optional-product pricing

B. Captive-product pricing

C. By-product pricing

D. Product line pricing

Answer: D

672. What does the term PLC stand for?

A. Product life cycle

B. Production life cycle

C. Product long cycle

D. Production long cycle

Answer: A

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673. PLC in marketing represents two main challenges. 1st an organization
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must be good at developing new product to replace old ones and 2nd it
must be good at _________________.

A. Functioning

B. Marketing

C. Selling

D. Adapting

Answer: D

674. When a new product arrives in the market with higher quality, higher
value and new features better than its competitors. Such products are
known as

A. Superior products

B. Develop superior products

C. Unique superior products

D. New products

Answer: C

675. Which of the following is not a characteristic of “Market Introduction

Stage” in PLC?

A. Demands has to be created

B. Costs are low

C. Makes no money at this stage

D. Slow sales volume to start

Answer: B

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