BA&A

April 2019
Marketing Specialization

1. is defined as a direct inducement that offers an extra value or incentive

for the product to the sales force, distributors, or to ultimate consumer with the
primary objective of creating an immediate sale.
A. Brand advertising
B. Sales promotion
C. Direct marketing
D. Promotional allowance
E. Specialty marketing
2. Which of the following elements of the integrated marketing communications
programs is designed to provide an extra incentive to consumers to purchase a
brand?
A. Advertising
B. Direct mail
C. Public relations
D. Price
E. Sales promotion
3. When a marketer distributes coupons for a brand with a specific expiration
date, they are attempting to use sales promotion as a(n):
A. brand franchise building promotion.
B. brand equity building promotion.
C. acceleration tool.
D. value added tool.
E. promotional marketing tool.
4. Coupons, bonus packs, premiums, and samples are promotional offers that are
targeted towards:
A. consumers.
B. retailers.
C. wholesalers.
D. salespeople.
E. employees.
5. Consumer-oriented sales promotions are part of a promotional strategy.
A. cooperative
B. pull
C. trade
D. premium
E. push
6. Which of the following is an example of consumer-oriented sales promotion activity?
A. Off-invoice allowances
B. Promotional allowances
C. Point-of-purchase displays
D. Trade shows
E. Coupons
7. Which of the following is an example of trade-oriented sales promotion activity?
A. Samples
B. Coupons
C. Refunds/rebates
D. Trade shows
E. Bonus packs
8. Which of the following statements is true about sales promotion programs?
A. Sales promotion programs are targeted only at consumers.
B. Many sales promotion programs are designed to motivate distributors and
retailers to carry a product and push it to their customers.
C. Nearly three quarters of all sales promotion dollars are spent on consumer
promotions.
D. Sales promotion strategies aimed at customers are called push strategies.
E. Sales promotion strategies aimed at marketing intermediaries are called pull
strategies.
9. How has the view of sales promotions changed during the past decades?
A. Sales promotions are now considered an essential part of an organization's
branding strategies.
B. Sales promotion tactics are now developed before the strategy is determined.
C. Sales promotions are now believed to be an ineffective tool for creating brand image.
D. Creatives have become more sophisticated, and this sophistication has led to a decline
in their dependence on sales promotion.
E. There is no difference between how marketers used to treat sales promotions and how
they treat them now.
10. Which of the following serves as a reason for the increase in sales
promotion?
A. Power shift in market place from manufactures to retailers
B. Increasing brand loyalty of the customers
C. Need for long-term increase in sales
D. Decreased promotional sensitivity
E. Decreased competition
11. Why are organizations like KFC, Heinz Foods, Toys R Us, and Anheuser Busch
placing more emphasis on sales promotions than ever before?
A. Because they want to use sales promotions rather than engage in price wars.
B. Because they are convinced that sales promotions can be used to build brand
equity more effectively and more quickly than other promotional mix elements.
C. Because the use of sales promotions allows them to cut back and/or completely
eliminate the use of coupons.
D. Because consumers have less time to shop.
E. Because the use of allowances, deals, and premiums confuse consumers.
12. Which of the following developments have resulted in a transfer of power
from manufacturers to retailers?
A. The advent of optical scanners and computers gave manufacturers access to sales
information.
B. Manufacturers are spending more money on media advertising.
C. Consolidation in the grocery industry has resulted in larger chains with greater
buying power and clout.
D. Manufacturers are spending more money on marketing research.
E. Manufacturers are introducing more private-label brands.
13. One reason for consumer's increased sensitivity to sales promotion is:
A. decrease in competition.
B. increased brand loyalty.
C. the increased amount of power in the hands of the manufacturers.
D. that they save money.
E. the decline in consumer choice.
14. How are marketers responding to the fragmentation of the consumer market?
A. They are using more direct selling to make event sponsorship more successful.
B. They are using less direct marketing.
C. They are using more sales promotions that are tied to local events.
D. They are employing clipping services to determine the effectiveness of their press
releases.
E. They have basically ignored the fragmentation of the consumer market and continued
doing business as usual.
15. What do some businesspeople give as a reason for the increasingly short-term
focus on performance and sales volume in business today?
A. The primacy effect
B. The more rapid movement of consumers through the hierarchy of effects model
C. A habit of frequent repositioning
D. Synergistic buying
E. The brand management system
16. Marketers who are being held accountable for strategy implementation often
need concrete methods to show the effectiveness of their decision-making. For
this reason, many marketers rely on:
A. personal selling instead of mass-media advertising.
B. a strategy that eliminates any advertising carryover effect.
C. sales promotions such as coupons and price discounts.
D. event sponsorships.
E. out-of-home advertising media.
17. is a recent development whereby companies are customizing their
sales promotion programs for key retailers.
A. Incentive marketing
B. Accountability marketing
C. Account-specific marketing
D. Trade marketing
E. Franchise building
18. Another name for account-specific marketing is:
A. a planogram program.
B. comarketing.
C. dual sponsorship.
D. piggyback marketing.
E. key-account communications.
19. Marketing planning and reward systems may lead to an increase in the use of
sales promotion because sales promotions encourage:
A. managers to use advertising to build brand equity.
B. managers to use consumer-oriented sales promotion to meet long-term performance
goals.
C. marketing managers not to use promotions to help get orders from retailers.
D. the use of price-oriented promotions to generate short-term sales.
E. long - term increased sales of the companies.
20. Hasbro, a toy company, teamed with the retailer Toys R Us to create direct mail
booklets offering discounts on Hasbro toys only at Toys R Us stores. This is an
example of:
A. incentive marketing.
B. a franchise building promotion.
C. brand equity building.
D. account-specific marketing.
E. brand extension.
21. Heinz Foods created a Cinco de Maio celebration for a large supermarket that
targets Mexican-Americans, a market that Heinz sees as an area of potential
growth. Heinz paid for a mariachi band to serenade shoppers during the day and
also set up a food-sampling booth at the store's entry. This would be an example
of:
A. incentive marketing.
B. a franchise building promotion.
C. brand equity building.
D. account-specific marketing.
E. horizontal cooperative integration
22. Which of the following explains the reason for the increase in sales promotion
activities over the last decade?
A. The increase of brand loyalty in many product categories
B. The tremendous decrease in the number of new products
C. The increased emphasis on long term strategy and performance by most companies
D. The advertising clutter problem
E. Increased long-term focus of the companies
23. A promotional offer in an ad can that is prevalent in most media today.
A. increase the clutter
B. break through the clutter
C. decrease competition
D. increase brand loyalty
E. inhibit flighting
24. Critics of sales promotions contend the increase in sales promotions is
leading to a decrease in:
A. retailer power.
B. ad readership scores.
C. brand equity.
D. promotional traps.
E. consumer primacy.
25. is an intangible asset of added value or goodwill that results from
consumers' favorable image, impressions of differentiation, and/or strength of
attachment to a brand.
A. Brand position
B. Patent
C. Brand equity
D. Customer loyalty
E. Logo
26. Brand equity is also known as:
A. customer loyalty.
B. customer franchise.
C. brand position.
D. brand logo.
E. trademark.
27. Which of the following statements describes how brand equity is affected
by the increased role of sales promotion?
A. Critics argue sales promotions generally result in higher brand equity.
B. Sales promotions do not contribute to the erosion of brand equity.
C. Proponents of brand equity argue increased spending on sales promotion is
coming at the expense of media advertising, and this is leading to decline in brand
equity.
D. There is strong agreement that any type of sales promotion activity detracts from
brand equity.
E. Marketing experts generally agree that sales promotion plays an important role in
building and maintaining a brand's image and position.
28. Sales promotion activities that communicate distinctive brand attributes and
contribute to the development and reinforcement of brand identity are known as:
A. nonfranchise building promotions.
B. franchise building promotions.
C. high-involvement sales promotions.
D. sales promotion traps.
E. event marketing.
29. Which of the following is an example of consumer franchise building promotion?
A. Frequent flyer program of Lufthansa airways that gives the customer points
on each travel that can be redeemed against various other purchases.
B. ‘Buy one get one free' offer by Heinz ketchup.
C. ‘Flat 30%' off on all merchandise at Nike exclusive stores only.
D. Limited offer of ‘Get a toothbrush free along with a 50gm toothpaste' by Crest.
E. A premium by Kellogg's that provides the customer with ‘Zip Zap toy' along with the
purchase of a 200gm pack of ‘Kellogg's Chocos'.
30. In a sales promotion sponsored jointly by Puerto Rico Tourism Board and Rums of
Puerto Rico, couples were invited to enter a contest for a chance to win the perfect
wedding. According to the ad, enjoying Puerto Rican hospitality is "As Easy As
Saying I Do." The contest is an example of:
A. a nonfranchise building promotion.
B. a franchise building promotion.
C. a high-involvement sales promotion.
D. a sales promotion trap.
E. event marketing.
31. Tropicana developed a "Win the Perfect Vacation" sweepstakes to complement
an advertising campaign theme promoting its grapefruit juice as the perfect
beverage. This is an example of:
A. a nonfranchise building promotion.
B. a franchise building promotion.
C. a high-involvement sales promotion.
D. a sales promotion trap.
E. event marketing.
32. Which of the following is an example of a sales promotion that can be used to
contribute to franchise building?
A. A 50-cents off coupon on a box of Minute Rice to encourage repurchase.
B. A sweepstakes or contest that uses a theme which is consistent with the
image or positioning of the brand.
C. A $50-rebate offer on the purchase of a Lane cedar chest.
D. A price reduction of $5 on a pair of Lee jeans.
E. A ‘buy one get one free' offer on a pack of noodles.
33. Consumer-franchise-building for a brand:
A. is the exclusive responsibility of advertising.
B. is accomplished through short-term price-oriented promotions.
C. is impossible to achieve through consumer promotions.
D. can be accomplished through consumer promotions that reinforce established
brand images or positioning.
E. is becoming less important to marketers as competition intensifies.
34. Which of the following is an example of a non-franchise building promotion?
A. Consumer sampling
B. Contests targeted to ultimate consumers
C. Price-off deals
D. Event sponsorship
E. Frequency programs
35. Van Kamp Sea Foods devotes most of its marketing budget to trade discounts in
the form of off-invoice and promotional allowances so its canned tuna and
salmon brands can remain price competitive with private label brands. The
heavy emphasis on trade promotion makes it difficult to:
A. encourage consumers to buy on the basis of price.
B. build and maintain store equity for retailers that carry the Van Kamp brand.
C. build relationships with the traders.
D. build a Van Kamp brand identity and image.
E. encourage retailers to use Van Kamp's planograms.
36. Promotional activities designed to accelerate the purchase process and generate
an immediate increase in sales without communicating information about a
brand's unique features or benefits are known as:
A. consumer franchise-building promotion.
B. nonfranchise-building promotion.
C. sweepstakes.
D. image promotions.
E. trade promotions.
37. The sales promotion tool that critics contend is most guilty of detracting from
brand equity and at the same time being detrimental to a brand franchise is:
A. sweepstakes.
B. contests.
C. frequent patronage programs.
D. trade promotions.
E. event sponsorships.
38. When Campbell Soup Company introduced its V8 Splash fruit medley juices, the
company gave out free samples at Sam's Clubs and distributed millions of 50-
cents-off coupons. The objective(s) of these sales promotion tools was to:
A. defend the brand's customer base.
B. obtain trial and repurchase.
C. target a specific market.
D. increase consumption of an established brand.
E. create long-term brand equity.
39. Promotional incentives such as coupons or refund offers are often included
with a sample to:
A. develop customer loyalty.
B. build customer relationship management.
C. create awareness.
D. encourage repeat purchase.
E. impart information.
40. The objective of a $.75-off coupon for Selsun Blue dandruff shampoo was most
likely to:
A. attract non-users of the product category.
B. identify new uses for the brand.
C. defend current customers.
D. show new usage situation for the brand.
E. target a specific market segment.
41. is the management function that evaluates public attitudes, identifies the
policies and procedures of an organization with the public interest, and executes a
program of action to earn public understanding and acceptance.
A. Public relations
B. Image advertising
C. Corporate advertising
D. Dyadic communications
E. Integrated marketing communications
42. The new role of public relations is one characterized by:
A. less of a communication role.
B. less of a marketing orientation.
C. a tighter, more tightly defined role.
D. a broader, less marketing-oriented role.
E. a broader, more marketing-oriented role.
43. Public relations activities that are designed to support marketing objectives are
known as:
A. publicity.
B. vertically integrated activities.
C. marketing public relations functions.
D. image-oriented advertising.
E. branding.
44. Marketing objectives that may be aided by activities include raising
awareness, informing and educating, gaining understanding, building trust,
giving consumers a reason to buy, and motivating consumer acceptance.
A. sales promotional
B. public relations
C. advertising
D. direct-response
E. outdoor marketing
45. Which of the following statements describes an advantage derived from the
use of marketing public relations (MPR)?
A. The effectiveness of MPR can be easily measured.
B. It is easy to tie slogans in with MPR activities.
C. MPR breaks through the clutter.
D. The use of MPR guarantees a specific media time and place.
E. It helps in increasing control over media.
46. In public relations targeting, external audiences include:
A. customers.
B. the public at large.
C. suppliers.
D. stockholders.
E. employees.
 47. Which of the following is considered an internal audience for a public relations
activity?
A. Customer
B. Media
C. Government
D. Financial community
E. Civic groups
48. Which of the following is considered an external audience for a public
relations activity?
A. Customers
B. Suppliers
C. Members of the local community
D. Stockholders
E. Press
49. Organizational newsletters, notices on bulletin boards, awards ceremonies and
events, direct mail, and annual reports are some of the methods used to
communicate with:
A. current customers of the organization.
B. employees of the firm.
C. the press.
D. government officials.
E. community members.
50. One of the most critical external publics is the , which determine what you will
read in your newspapers or see on TV, and how this news will be presented.
A. supplier
B. customer
C. government
D. media
E. investor
51. Which of the following groups would most likely be the target of public relations
efforts designed to increase communications with external audiences?
A. Potential investors and the media
B. Current customers and employees of the firm
C. The media and current customers
D. Suppliers and employees of the firm
E. The public at large and stockholders
52. Companies that support lobbying efforts:
A. are trying to reach internal audiences.
B. are engaged in flighting.
C. have targeted government bodies.
D. have determined the importance of homogeneity.
E. are targeting educators.
53. When the Financial Times published an article about The Mills Corporation
building, a multi-leisure complex in Madrid, Spain, the company supplied the
written information. The author of the articles needed to write knowledgeably
about a complex that will offer a blend of entertainment, retailing, lodging and
offices. In fact, this information was made available to several different European
and U.S. newspapers. Which public relations tool was employed?
A. Community involvement
B. Integrated public relations activities (IPRA)
C. Exclusives
D. Marketing public relations (MPR)
E. Press release
54. Unilever is the world's largest manufacturer of ice cream. When the Anglo-Dutch
company decided to invest in retailing ice cream, it gathered news representatives
from the major newspapers to a meeting in which the company unveiled its
prototype ice- cream van and showed pictures of ice-cream kiosks that it was
setting up on the world's beaches. Which public relations tool was employed?
A. Community involvement
B. Integrated public relations activities (IPRA)
C. Exclusives
D. Press conference
E. Press release
55. When a right to a public relations effort (such as a particular story) is offered to
one particular medium since the medium reaches a substantial number of people
in the target audience, it is known as a(n) .
A. needledrop.
B. mnemonic.
C. interview.
D. exclusive.
E. press conference.
56. For areas of the United States that have experienced lengthy periods of time
without utilities due to some act of nature, Budweiser packages water in black
and white cans and gives it to people who are without water. Which public
relations tool was employed?
A. Community involvement
B. Integrated public relations activities (IPRA)
C. Exclusives
D. Press conference
E. Press release
57. Organizations can use the Internet as a means of disseminating their public
relations information. How does the way the Internet is used differ from how
other traditional media is used?
A. The Internet offers longer exposure times than other media.
B. The Internet is confined by time and space limitations that do not inhibit other media.
C. The Internet offers the ability to build internal links to provide instant
access to as much information as needed.
D. The Internet cannot be used by organizations to defend themselves against negative
publicity.
E. The Internet is not used as a public relations source.
58. Because public relations communications are typically perceived as , they are
not subject to the problems with clutter that are common to other forms of
promotional communication.
A. corporate-sponsored advertisements
B. altruistic
C. image builders
D. news items
E. exclusives
59. Which of the following statements is true about public relations?
A. This medium of promotion lacks credibility.
B. The relative costs of public relations is very low.
C. The absolute costs of public relations is very high when its possible effects are
considered.
D. Public relation messages are subject to a lot of clutter.
E. Public relations is ineffective in generating sales leads.
60. Which of the following is an advantage associated with public relations?
A. Effectiveness at completing the communications product.
B. High absolute cost but low relative cost.
C. Ease with which PR activities are coordinated with other promotional activities even
when the activities are performed in different departments.
D. Use as an effective lead generator.
E. Strong connection of the receiver to the source.
61. Criteria for measuring the effectiveness of public relations activities include:
A. number of press releases developed.
B. number of personal interviews given by company representatives.
C. dollar value of community involvement.
D. percentage of positive and negative articles over time.
E. percentage of people who have come across the press release.
62. Measuring the effectiveness of PR activities provides which of the
following advantages?
A. It helps deal with the problem of clutter.
B. It reduces the high absolute costs connected with PR activities.
C. It helps in reaching specific audience groups.
D. It helps in completing the communication process.
E. It gives management a way to judge the quality of public relations
achievements and activities.
63. Which of the following is a method for measuring the effectiveness of public
relations activities?
A. Number of customer complaints
B. Public opinion and surveys
C. Sales
D. Computer simulations
E. Trend analyses
64. refers to the generation of news about a person, product, or service that
appears in broadcast or print media.
A. Advertising
B. Direct response advertising
C. Sales promotions
D. Publicity
E. Advertainment
65. Marketers should assess advertising effectiveness measures in order to:
A. determine the break-even point for total costs of advertising.
B. create data for marginal cost pricing strategies.
C. determine if advertising objectives are achieved.
D. make sure advertising supported middlemen.
E. ensure all kinds of promotional techniques are used.
66. Which of the following is an argument against measuring advertising effectiveness?
A. Costs in terms of time and money
B. The absence of top management support
C. The need to give autonomy to those who control advertising
D. Accountability
E. Decrease in advertising efficiency
67. Commercials for ‘SleepComfort' mattresses used Lindsey Wagner (star of The
Bionic Woman, a popular TV show in the 1970s). If the mattress manufacturer
wanted to test how effective she was at reaching the company's target market, it
would evaluate:
A. source factors.
B. feedback mechanisms.
C. message variables.
D. budgeting decisions.
E. media strategies.
68. Commercials for ‘SleepComfort' mattresses used Lindsey Wagner (star of The
Bionic Woman, a popular TV show in the 1970s) and deals with the problem that
many people do not get enough sleep. If the mattress manufacturer wanted to test
how effectively the cable networks that ran the ad reached its target market, it
would evaluate:
A. source factors.
B. feedback mechanisms.
C. message variables.
D. budgeting decisions.
E. media strategies.
69. The vehicle option source effect refers to the:
A. different reach and frequency provided by different media vehicles.
B. the fact that people perceive ads differently depending on their context.
C. responses that come from using a flighting, pulsing, or continuity strategy.
D. opportunity costs of the various media vehicles that are not chosen.
E. battle between budget constraints and creative options.
70. The effect explains the different impact that the advertising exposure will
have on the same audience member if the exposure occurs in one media option
rather than another.
A. halo
B. recency
C. stimulus-response
D. vehicle option source
E. vehicle context
71. Advertising testing methods such as association measures, tracking studies and
inquiry tests are examples of:
A. single-source, real-world methods.
B. post-test, field methods.
C. laboratory, pretest methods.
D. single source, posttest laboratory methods.
E. pretest field methods.
72. Consumer juries and portfolio tests are examples of:
A. single-source, real-world methods.
B. post-test, field methods.
C. laboratory pretest methods.
D. single source, posttest laboratory methods.
E. pretest field methods.
73. Which of the following is a pretest method for measuring advertising effectiveness
that is conducted in a laboratory setting?
A. Recognition tests
B. Single-source systems
C. Association measures
D. Physiological measures
E. Inquiry tests
74. Smucker's ran a sweepstakes promoting Smucker's ice cream toppings. The
sweepstakes was designed to let NASCAR fans know Smucker's sponsored a
NASCAR racing team. The purchase of any specially-marked toppings gave
customers a chance to win a new Ford Taurus or thousands of other prizes instantly
from Smucker's. In this example, a sales promotion was used to:
A. attract non-users of the product category.
B. identify new uses for the brand.
C. attract users of a competitive brand.
D. show new usage situation for the brand.
E. target a specific market segment.
75. involves a variety of procedures whereby consumers are given some quantity
of a product for no charge to induce trial.
A. Rebates
B. Refunds
C. Sampling
D. Couponing
E. Sweepstakes
76. is generally considered the most effective method for generating trial of a
new product.
A. Event marketing
B. Sampling
C. A rebate award
D. A bonus pack
E. A contest
77. Samples would be an appropriate promotional strategy to:
A. support an every day low price (EDLP) strategy.
B. as the key tactic in a push promotional strategy.
C. introduce a new flavor of sport drink to the marketplace.
D. support reminder advertising for a product in the decline stage of its product life
cycle.
E. to build long term relationship with customers.
78. Which of the following is a disadvantage associated with couponing?
A. It can be difficult to estimate how many consumers will use a coupon and when.
B. It is not useful in encouraging trail.
C. Response to a coupon is immediate.
D. It does not help in encouraging non - users to try a brand.
E. It may encourage regular users to trade down to inexpensive brands.
79. The most popular method for distributing coupons is:
A. newspaper freestanding inserts.
B. direct mail.
C. in/on packs.
D. magazines.
E. newspaper supplements.
80. What advantage does distribution of coupons through direct mail have over other
forms of coupon delivery?
A. Precise reach
B. Lower cost
C. Lower redemption rate
D. Lack of geographic and demographic specialization
E. Cooperative advertising opportunities
81. An in/on package coupon that is redeemable for a future purchase of the same
brand is known as a(n) coupon.
A. cross-ruff
B. bounce-back
C. instant
D. cross sell
E. same purchase
82. Unlike other forms of promotions, is not usually perceived as being sponsored
by the company, especially in negative instances.
A. direct marketing
B. outdoor advertising
C. publicity
D. transit advertising
E. trade promotion
83. Which of the following is one of the important reasons for the high power of
publicity as a form of promotion?
A. Lack of clutter
B. Leads to increase in sales
C. Its news value and the frequency of exposure it generates
D. Its lack of ability to generate word of mouth information
E. Its low relative costs
84. Why is publicity considered by many marketers to be the strongest form of
marketing communications?
A. Its effectiveness at completing the communications process.
B. Its ability to make or destroy a brand.
C. The fact that consumers perceive the communication as biased.
D. The ease with which it is coordinated with other communications activities.
E. The positive image it always attaches to products and organizations.
85. With online advertising program, , the companies can reach customers
and grow business.
a) AdWords
b) AdSense
c) AdCity
d) AdAlpha
86. Marketing Management is the of choosing target markets and
getting, keeping and growing customers through creating, delivering and
communicating superior customer value.

a) Art
b) Science
c) Art and science
d) None of the above.
87. Marketers operate in which marketplaces:

a) Consumer and business

b) Global and non-profit
c) a & b both
d) None of the above
88. "Better products, Better value, Better living"• is the mission statement of
which company:

a) VICCO
b) HUL
c) P&G
d) NIRMA
89. Marketing is an organizational function and a set of processes for
creating, communicating and delivering value to customers and for
managing customer relationships in ways that benefits the organization and
its stakeholders definition is given by

a) Philip Kotler
b) The American Marketing Association
c) The Association of National Advertisers
d) Peter Drucker
90. There is always, one can assume, be need for some selling, But the aim of
marketing is to make selling superfluous said by

a) Philip Kotler
b) The American Marketing Association
c) The Association of National Advertisers
d) Peter Drucker
91. Marketing people market types of entities:

a) four
b) Eight
c) ten
d) two
92. Marketing people market following entities:

a) Goods
b) Services
 c) Experiences
d) All of the above
93. At a fast-food restaurant, what is marketed?

a) Goods
b) Service
c) a & B
d) None of the above
94. By orchestrating several services and goods at places like amusement park and
theme restaurant, a firm markets:

a) Services
b) Events
c) Experiences
d) None of the above
95. In the software industry, Bangalore is positioned as the

a) Silicon Valley of India

b) Tech city of India
c) Power Hub city
d) Engineering City of India
96. In the tourism industry, Kerala is marketed as

a) God's own country

b) Heritage city
c) Orange city
d) Mango city
97. Indian Government is marketing India as a tourist destination through the
advertisement campaign.

a) Credible India
b) Incredible India
c) Gateway to backwaters
d) Gateway of India
98. Properties are rights of ownership of either real property or financial
property.

a) Tangible
b)Intangible
c) Tangible as well intangible
d) None of the above
99. "Every Little Helps" is the famous marketing campaign of:

a) Philips
b) Sony
c) Videocon
d) Tesco
100. "Sense and Simplicity" is the marketing campaign of:

a) Philips
b) Sony
c) Videocon
d) Tesco
101. A marketer is a person who seeks a response, a purchase, a vote,
attention –from another party, called the

a) Prospect
b) Seller
c) Firm
d) Management
102. Marketers are responsible for

a) Supply management
b) Demand
management
c) Both a & b
d) None of the above
103. When consumers dislike a product and are even ready to pay a price to
avoid it is known as:

a) Latent demand
b) Nonexistent demand
c) Negative demand
d) Declining demand

104. When customers share a strong need that cannot be satisfied by an

existing product, it is:

a) Latent demand
b) Unwholesome demand
c) Nonexistent demand
d) Full demand
105. When consumers are attracted to products that have undesirable
social consequences, it is

a) Full demand
b) Unwholesome demand
c) Overfull demand
d) Negative demand
106. Resource markets can be classified into:

a) Raw material markets and labor markets

b) Labor markets and money market
c) Raw material market, labor market and money market
d) None of the above
107. As per marketers, which of the following statement is correct?

a) Sellers constitute the industry and buyers constitute the market

b) Sellers constitute the market and buyers constitute the industry

c) Sellers constitute the market as well as industry

d) Buyers constitute the market as well as industry

108. The set of benefits that a company offers to its customers for satisfying
their needs is known as

a) Product proposition
b) Value proposition
c) Price proposition
d) None of the above

109. The intangible value proposition is made physical by an offering, which can be

a) a combination of products and services

b) a combination of services and information
c) a combination of information and experiences
d) a combination of product, services, information and experiences