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MARKEING APTITUDE
What is marketing
A layman's concept of marketing is that of selling the products or services but the idea is much broader. It
is essentially related to customer satisfaction.
The first barter exchange can be looked upon as a reflection of the realization that exchange adds value to
both parties to the transaction. This indeed marked the dawn of marketing. Since then the evolution of
commerce through various stages has led to development of marketing into a philosophy of business.
What is Market
The word market generally refers to the place where goods can be bought or sold.
A market consists of customers sharing a particular need or want who might be able to engage in
exchange to satisfy that need or want.
Meaning o! market
a A situation where buyers and sellers of a commodity interact.
b !oming together of buyers and sellers of the same or similar commodities. It is possible for sellers to be
dealing in one variety of soap and the buyers being interested in another variety" which can be substituted
by the one available with sellers.
c #arket is not necessarily a geographical area. $roups of buyers and sellers can be located wide apart
from each other. %ith the advanced and developed communication and transport facilities" the buyers and
sellers can easily contact each other even if they are physically at long distances.
A market may comprise&
' (ne Seller and many )uyers *************
+ #any sellers and (ne )uyer *************
, #any sellers and #any )uyers *************
- .ew sellers and #any )uyers *************
/ #any Sellers and .ew )uyers *************
T"#es o! Markets
Basis of Classification Types of market
$eographical 0a 1ocal 0b 2egional 0c national area 0d %orld3 global
4roduct 0a !otton3vegetable3tea 0b stock 0c bullion 0d capital 0e real estate 0f commodity
5ature of Transaction 0a !ash3spot 0b futures market transaction
6olume of Transaction 0a 2etail 0b %holesale
Marketing
#arketing has been defined in several ways& like
' #eeting needs profitably
+ The process of determining consumer demand for a product or service" motivating its sale and
distributing it into ultimate consumption at a profit.
, !reation and maintenance of mutually satisfying exchange relationships etc.
.rom several definitions given worldwide it can be interpreted that
'. .ocus of marketing is on consumer.
+. A human need is a state of deprivation of some basic satisfaction" which results in desire for specific
satisfiers of these needs" namely wants. %ants for specific products backed by an ability and willingness to
buy them results in demand.
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,. The concept has become more comprehensive moving from assessing and fulfilling consumer demand"
to identifying needs and wants and determining products and services. Indeed in the present age"
marketing includes not only anticipating the consumer needs but also kindling needs and providing new
products and services to fulfill them.
&'o#e
The scope of marketing in modern days covers" besides goods and services" other entities like
experiences" events" persons" properties" organizations" information and ideas. #arketing is a combination
of business management and the philosophy of business.
Marketing as a management !un'tion
.rom one perspective it is a functional area of management and is within the firm using various developed
techni<ues for achieving specific ob9ectives. Its ma9or role is to identify the current and future needs and
wants of specifically defined target markets.
The organization acts upon this information to produce goods and services to satisfy customer
re<uirements. #arketing provides entrepreneurship by identifying opportunities in customer re<uirements
and driving mobilization of resources to capitalize on them. #arketing forms interface with the existing and
potential customers
Marketing as a (usiness #hiloso#h"
.rom another perspective marketing is much more than a management function. It is a way of thinking
about business and a way of working running through every aspect of the firm's business. It is a customer
and profit=oriented approach permeating the entire business. It is" therefore" an attitude of mind and hence
an overall business philosophy.
Marketing vs &elling
#arketing is a broader concept than selling. .irms sell their goods or services to the customers who
buy them.
#arketing relates to producing or creating goods or services needed by the customers.
In the former case" the ob9ective is to sell whatever is available with the firms. %hile in case of marketing"
the ob9ective is to meet the customer's need.
Marketing !un'tion starts mu'h (e!ore a'tual selling o! #ro)u'ts.
Selling is an operational activity" whereas marketing is a total management concept comprising
identification of customer needs" developing suitable products to meet those needs" delivering 0selling the
products to the customers and facilitating their consumption for ultimate satisfaction of those needs. Thus
selling is a part of marketing. Selling is product focused whereas marketing is customer focused. Selling is
oriented to the needs of seller 0the firms where as marketing is oriented to the needs of the buyer 0the
customers.
Selling aims at earning profits by maximizing sales volume. #arketing aims at earning profits by
maximizing customer satisfaction.
#arketing converts customer needs into profitable opportunity" whereas selling encashes such
opportunities.
A:9ertising is a form of communication that typically attempts to persuade potential customers to
purchase or to consume more of a particular brand of product or service. #any advertisements are
designed to generate increased consumption of those products and services through the creation and
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reinforcement of >brand image> and >brand loyalty>. .or these purposes" advertisements sometimes embed
their persuasive message with factual information. ?very ma9or medium is used to deliver these messages"
including television" radio" cinema" magazines" newspapers" video games" the internet and billboards.
Advertising is often placed by an advertising agency on behalf of a company or other organization.
Advertisements are seen on the seats off shopping carts" on the walls of an airport walkway" on the sides
of buses" and are heard in telephone hold messages and in@store public address systems.
Advertisements are often placed anywhere an audience can easily or fre<uently access visual" audio and
printed information. (rganizations that fre<uently spend large sums of money on advertising that sells what
is not" strictly speaking"l a product or service include political parties" internal groups" religious
organizations" and military recruiters. 5on@profit organizations are not typical advertising clients" and may
rely on free modes of persuasion" such as public service announcements.
Marketing management
It is the process of planning and executing the conception" pricing" promotion and distribution of goods"
services and ideas to create exchanges with target groups that satisfy customer and organizational
ob9ectives.
It comprises four key functional aspects" viz." Analysis" 4lanning" Implementation and !ontrol.
The significance of marketing has been realized by all organizations whether in service or trade. )anks are
also not an exception to this. :ighlights of the )ank #arketing can be attributed to the following points.
'. All (rganizations provide Services
+. Aim to satisfy !ustomer needs and wants of specific nature.
,. The nature of needs3wants of the customer are generally financial" while some may be incidental to or
related
-. The !ompetitive element" efficiency and effectiveness are ma9or factors in the process.
/. (rganizational ob9ectives are still the driving force.
MARKETING RE&EAR*+
A#arketing 2esearch is the function that links consumer" customer and public to the market" through
information which is used to identify and define marketing opportunities and problems. It generate" refine
and evaluate marketing actions" monitor marketing performance and improve understandings of marketing
as a processB
= by American *ar#eting Association.
W+, MARKETING RE&EAR*+
To Identify the 5eeds and %ants 04lease rememebr = %ants are ever !hanging
To Intensify the Marketing Operations due to Continuous Feedbacks.
To valuate the Marketing Operations and its ffectiveness vis !" # vis the $pectations
To %educe the %isk of Failures
To &ave Cost and Time
W+ERE MARKETING RE&EAR*+-
'. .inancial 2esearch& )anking" Securities" !redit !ard" Insurance" and #utual .unds.
+. Automotive 2esearch & 6ehicles" !omponents" and Tyres.
,. #edia 2esearch
-. !onsumer 4roducts 2esearch Curables and .#!$.
/. Industrial 2esearch& !hemicals and 4lastics 4ackaging" Textiles" ?ngineering" )ulk Crugs" #etals and
#inerals" (il and $ases.
8. :ealthcare 2esearch& !onsumers" Coctors" !hemists" :ospitals" 4atients and 4harma companies.
MARKETING IN.%RMATI%N &,&TEM& / MI&
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&our'es
Internal 'ontinuous )ata& Information like allocation of discounts" promotional and transport costs" sales
achieved" no of new accounts opened" size of order etc.
Internal a)0ho' )ata& :ow sales have reacted to price change or change in advt.
?nvironmental scanning& ?conomic" social" legal and technological forces.
Marketing resear'h& Immediate information about markets and reaction of these to various product" price"
distribution and promotion actions. #arketing mix decisions.
T+E &TP PR%*E&&
MARKET &EGMENTATI%N
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#arket Segments are large identifiable groups within a market" within the car market buyers seeking basic
transportation" high performanceD
A niche is a more narrowly defined group which seeks a special combination of benefits
Market &egmentation Pro'e)ure
&urve" &tage" starts with exploratory to gain insights into consumer motivations" attitudes and behavior"
used to collect data on attributes" brand awareness" product usage patters" attitudes" demographics..
Anal"sis" factor analysis and cluster analysis
4rofiling stage" each cluster is now profiled in terms of its distinguishing attitudes" behavior" demographics"
psychographics" and media consumption habits. ?ach segment is given a nameD
GE%GRAP+I* &EGMENTATI%N
Cividing the market into different geographic units such as nations" states" regionsD.
?g= State=wise" !ity=wise
2ural 6s Erban markets
South 6s 5orth DD
P&,*+%GRAP+I* &EGMENTATI%N
)uyers are divided into different groups on the basis of social class" lifestyle" and3or 4ersonality
Social !lass" A ) ! D has a strong influence on the persons preferences in cars" clothing" home
furnishing" leisureD..
1ifestyle" product interests are influenced by lifestyles. Infact goods they consumer express their
lifestylesD.
4ersonality" brand personality F consumer personality" sincerity" ruggedness..
1E+A$I%RA2 &EGMENTATI%N
)uyers are divided into groups on the basis of their knowledge" attitude" use or response to a product
(ccasion" when they develop a need to purchase or use a product ?x= breakfast cereals" :orlicks"
.estival" marriage
)enefits" A powerful form" based on the benefits they seek from the product #arket Targeting
Segmentation reveals the market=segment opportunity that exist" now the company has to decide
how many and which ones to target.
2e<uirements for ?ffective Segmentation
'. #easurable G the size" purchasing power" and profiles of segments can be measured
+. Accessible G can be effectively reached and served
,. Substantial G large or profitable enough to serve
-. Cifferentiable G conceptually distinguishable and respond differently to different marketing mix
elements and programs
/. Actionable G effective programs can be designed to attract and serve the segments
3 Ps o! Marketing
#arketing decisions generally fall into the following four controllable categories&
4roduct 4rice 4lace 0distribution 4romotion
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The term >marketing mix> became popularized after 5eil :. )orden published his 'H8- article" The
Concept of the Marketing Mi$.
)orden began using the term in his teaching in the late 'H-I's after James !ulliton had described the
marketing manager as a >mixer of ingredients>.
The ingredients in )orden's marketing mix included product planning" pricing" branding" distribution
channels" personal selling" advertising" promotions" packaging" display" servicing" physical handling" and
fact finding and analysis. ?. Jerome #c!arthy later grouped these ingredients into the four categories that
today are known as the - 4's of marketing" depicted below&
These four 4's are the parameters that the marketing manager can control" sub9ect to the internal and
external constraints of the marketing environment. The goal is to make decisions that center the four 4's on
the customers in the target market in order to create perceived value and generate a positive response.
Pro)u't De'isions
The term >product> refers to tangible" physical products as well as services. :ere are some examples of the
product decisions to be made&
)rand name
.unctionality
Styling
Kuality
Safety
4ackaging
2epairs and Support
%arranty
Accessories and services
Pri'e De'isions
4ricing strategy 0skim" penetration" etc.
Suggested retail price
6olume discounts and wholesale pricing
!ash and early payment discounts
Seasonal pricing
)undling
4rice flexibility
4rice discrimination
Distri(ution 4Pla'e5 De'isions
Cistribution is about getting the products to the customer. Some examples of distribution decisions include&
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Cistribution channels
Specific channel members
Inventory management
%arehousing
Cistribution centers
(rder processing
Transportation
2everse logistics
#arket coverage 0inclusive" selective" or
exclusive distribution
Promotion De'isions
In the context of the marketing mix" promotion represents the various aspects of marketing communication"
that is" the communication of information about the product with the goal of generating a positive customer
response. #arketing communication decisions include&
4romotional strategy 0push" pull" etc.
Advertising
4ersonal selling F sales force
Sales promotions
4ublic relations F publicity
#arketing communications budget
2imitations o! the Marketing Mi6 .ramework
The marketing mix framework was particularly useful in the early days of the marketing
concept when physical products represented a larger portion of the economy.
Today" with marketing more integrated into organizations and with a wider variety of products and
markets" some authors have attempted to extend its usefulness by proposing a fifth 4" such as
packaging" people" process" etc. Today however" the marketing mix most commonly remains based
on the - 4's.
Cespite its limitations and perhaps because of its simplicity" the use of this framework remains strong
and many marketing textbooks have been organized around it.
PR%DU*T
Pro)u't line !losely related products due to function" similar target markets" outlets sold in" or similar
pricing
Wi)th 5umber of product lines
2ength 5umber of products in lines
De#th 5umber of versions of each product carried
*onsisten'" :ow closely related the product lines are
PR%DU*T DI..ERENTIATI%N
4roduct form .eatures !ustomization 4erformance
!onformance Curability 2eliability 2epairability
Style
&ER$I*E DI..ERENTIATI%N
(rdering ease Celivery Installation !ustomer training
consulting #aintenance F repair 2eturns
!ustomer
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PR%DU*T 2I.E *,*2E
A way to trace the stages of a product's acceptance from its introduction to its demise.
(ne of the most familiar concepts in marketing
A prevalent marketing management tool
2efers to the life of the product category
The time a product category spends in a stage of the product life cycle may vary from a few weeks to
decades.
Coes not predict how long a product category will remain in any one stage
A tool to help marketers understand
where their product is now
what may happen
which strategies are normally appropriate.
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A. INTR%DU*TI%N &TAGE
Sales grow slowly 4rofit is minimal3negative !reate awareness Ceveloping product
awareness Stimulate trial :igh production costs 1td product models
.re<uent modification 4enetration3Skimming 1ittle competition :igh failure rate
:igh marketing costs
Informing about product benefits.
Intensive personal selling to retailers and wholesalers is re<uired.
4romotion strategy focuses on primary demand for the product category
1. GR%WT+ &TAGE
Sales grow at an increasing rate #any competitors enter the market
4romotion emphasis
$aining wider distribution is a key goal :eavy brand advertising Cifferences
between brands
4rofits are healthy Toward the end of this stage prices normally
fall
4rofits reach their peak. Cevelopment costs have been recovered
Sales volume has created economies of scale.
1arge companies may ac<uire small pioneering firms.
*. MATURIT, &TAGE
Sales increase but at a decreasing rate The marketplace is approaching saturation
Annual models of many products An emphasis on product style rather than function
4roduct lines are widened or extended #arginal competitors start dropping out of the
market
4rices and profits begin to fall. :eavy promotions to both the dealers and
consumers are re<uired.
D. DE*2INE &TAGE
Signaled by a long=run drop in sales. .alling demand forces many competitors out of the market
The rate of decline is governed by a. how rapidly consumer tastes change %R
b. how rapidly substitute products are adopted.
A few small specialty firms may still manufacture the product.
'eletion Cropping a product from the company;s product line" is the most drastic strategy.
(arvesting !ompany retains the product but reduces marketing support
E. T% PRE$ENT &2IPPING INT% DE*2INE
4romote more fre<uent use of the product by current customers .ind new target markets for the
product
.ind new uses for the product 4rice the product below the
market
Cevelop new distribution channels Add new ingredients
Celete old ingredients #ake a dramatic new
guarantee
MARKETING RE&EAR*+
#arketing 2esearch has two words" viz." marketing and research.
= #arketing means buying and selling activities.
= 2esearch means a systematic and complete study of a problem.
= It is done by experts. It uses scientific methods.
Thus" we can say" )Marketing %esearch is a systematic method of collecting* recording and analy+ing of
data* ,hich is used to solve marketing problems.-
MARKETING RE&EAR*+ APP2I*ATI%N&
'. 5ew product launching and test marketing +. 4redicting .uture Cemand
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,. #edia planning and determination of media mix -. !ommunicating
/. Assessing #arket 4otential& Sales .orecasting 8. Cescribing #arket
L. #easuring the advertising F sales promotion effectiveness
0 The )ata that 'an (e use) 0accuracy" currency" representativeness" representativeness F
extensiveness of data must be assessed before choosing a techni<ue
0 The Te'hni7ue The analyst must have ade<uate knowledge of the techni<ue and its limitations and
must be comfortable with it
0 *ost $reater accuracy involves greater cost. !ost 6s. 1evel of Accuracy Cemanded must be
assessed before choosing the techni<ue
0 Time hori8on The method or techni<ue must be the most appropriate for the period of time in
<uestion
2IMITATI%N& o! MARKETING RE&EAR*+
'. #2 offers suggestions F not decisions
+. #2 cannot predict accurately
,. #2 conclusions are not dependable
-. #2 cannot study all maktg problems
/. 2esistance by marketing executives
8. 1engthy and time=consuming activity
L. #2 is a costly affair
M. 5on=availability of <ualified staff
H. !omplexity of sub9ect
'I. !hanging behaviour of consumers
''. Time and expenses constraints
'+. 2eliability of the data
PRI*ING
%19E*TI$E& %. PRI*ING
'. #arketing ob9ectives&
Survival !urrent profit maximization #arket share leadership 4roduct <uality
leadership
+. #arketing mix strategy&
4rice should be consistent with other mix elements Target costing 5on=price positions
,. Types of markets&
4ure competition #onopolistic competition (ligopolistic competition 4ure monopoly
-. !ompetition&
!onsumers will compare :igh margins attract competition )enchmarking costs
/. Ciscount and Allowance pricing 2educing prices to reward customer responses such as paying
early
8. Segmented pricing Ad9usting prices to allow for differences in customers" products" or
locations
L. 4sychological pricing Ad9usting prices for psychological effect
M. 4romotional pricing Temporarily reducing prices to increase short=run sales
H. $eographical pricing Ad9usting prices to account for geographic location of customers
'I. International pricing Ad9usting prices for international markets
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T,PE& %. PRI*ING
:5 *ost 1ase) Pri'ing
a. Markup .Cost /lus /ricing
= The std formula is& 2etail price N cost O markup
= The practice of adding a constant percentage to the cost price of an item to arrive at its selling price.
b. Target %eturn /ricing
= The process of setting an item's price by using an e<uation to compute the price that will result in a
certain level of planned profit given the sale of a specified amount of items.
c. Full Cost /ricing
= Attempting to set price to cover both fixed and variable costs
d. Absorption Cost /ricing
= Absorption !ost 4ricing G 4rice set to Pabsorb; some of the fixed costs of production
e. Marginal Cost /ricing
= #arginal cost G the cost of producing (5? extra or (5? fewer item of production
= #! pricing G allows flexibility
= 4articularly relevant in transport where fixed costs may be relatively high
= Allows variable pricing structure G e.g. on a flight from 1ondon to 5ew Qork G providing the cost of the
extra passenger is covered" the price could be varied a good deal to attract customers and fill the
aircraft
;5 *om#etition %riente)
4ricing 4remium Ciscount 4ricing $oing 2ate 4ricing

<5 Deman) 1ase) Pri'ing
Skimming 4ricing 4enetration 4ricing
35 $alue Pri'ing 4$alue=Pri'e='osts5
4riceR6alueR!osts 4riceR!ostsR6alue 4riceN6alueR!osts
= 4rice the product based on the value it creates for the customer.
= %ay to increase prices without damaging customer relationships is by increasing perceived value of
product3service.
= 4erceived value is the value a customer assigns your product based on what he believes he is getting out
of it.
= This perception is a combination of tangible and intangible factors.
= %hat tangible values do your customers receive by choosing your product or serviceS These are related to
features" such as more comfortable seats" on=time service" friendly staff" etc.
= %hat intangible values do your customers recognize by choosing your product or serviceS these are
related to :ow your product makes your customer feel. They are usually defined using ad9ectives such as
important" powerful" savvy" attractive" smart" etc.
= The most extreme variation on this is >pay for performance> pricing for services" in which you charge on a
variable scale according to the results you achieve.
>5 Pro)u't Mi6 Pri'ing Pro)u't 2ine Pri'ing
a. Optional /roduct /ricing
= 4ricing of optional3accessory items alongwith the main product.
b. Captive /roduct /ricing
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= >setting a price for products that must be used along with a main product> ?g G 6ideogame cassettes
= 4rice the main product low and then set high markups on the supplies or expendable products.
c. By#product /ricing
= It is something which is produced as a result of producing some other product 0 the main product.
= Esually" the byproducts are disposed off and have little value.
= )ut in by product pricing" the by product has significant value and the manufacturer can gain competitive
advantage by reducing the price of the main product or recovering some of his expenses by selling the
valuable by product.
= ?xample= .rozen #ango 2as G and #ango Ice=cream
d. /roduct Bundle /ricing
= !ombination of several products and offering the bundle at a reduced price.
?5 Geogra#hi' Pri'ing .ree %n 1oar) Pri'ing
a. 0niform 'elivered /ricing
= It is type of pricing in which buyer would be able to buy at same price irrespective of its location. :ere the
seller includes the transportation charges and keeps the price same for all the locations in that zone.
= :ence the demand doesn;t get affected by the distance from which the goods are procured. This is also
known as single zone price or postage stamp pricing.
= #ost of the time sellers form zones depending upon the location and keeps the price same anywhere in
that zone. )ut different prices may be charged for different zones.
b. 1one /ricing
= Tone pricing takes into consideration the distance between the warehouse and the point of purchase by
the buyer.
= The transportation costs are charged from the purchaser on the basis of these distances.
= The areas are classified into zones for calculating these distances.
= In some of the monopolistic industries it is also used to create high entry barriers by imposing territorial
restrictions.
= It prevents the prices from falling by restricting the size of the market as price is inversely proportional to
it.
c. Basing /oint /ricing
= :ere customer must pay the base price of the product and also the freight charges for delivering the
product.
= These freight charges or transportation costs are determined from a Abase pointB which may or may not be
the manufacturing location. Cepending on the distance of the buyer from the base point" the transportation
costs have to be paid by the buyer of the product.
U
@5 A!!or)a(ilit" 1ase) Pri'ing
= The affordability based pricing is relevant in regard of necessary commodities" which meet the basic
re<uirement of all sections of people.
= Idea here is to set prices in such a way that all sections of the population are in a position to buy and
consume the products to the re<uired extent.
A5 Di!!erentiate) Pri'ing
= #ethod in which a product has different prices based on the type of customer" <uantity ordered" delivery
time" payment terms" etc. Also called discriminatory pricing or multiple pricing.
B5 Ps"'hologi'al Pri'ing
= 4sychological pricing uses the customer's emotional response to encourage sales.
= )y pricing products strategically" a company may increase sales without significantly reducing prices.
= In some cases" a higher price is actually more likely to increase sales.
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= !onsider several factors in crafting a psychological pricing strategy to get the best results.
:C5 Ten)er Pri'ing
= #any contracts awarded on a tender basis
= .irm 0or firms submit their price for carrying out the work
= 4urchaser then chooses which represents best value
= #ostly done in secret
::5 Au'tion Pri'ing
a. nglish auction.
This is the most common type of auction that is also used by the famous auction firms such as !hristie;s. It
is conducted by an auctioneer who continues to foster ever=higher bids until no further bids are made.
b. 'utch auction.
= Same as the ?nglish method but with decreasing bids
= Auction in which the lowest price necessary to sell the entire offering becomes the price at which all
securities offered are sold.
= This techni<ue has been used in Treasury auctions.
c. Online Auctions
= An online auction is also known as a virtual auction.
= It is a service in which auction participants sell or bid for products or services via Internet.
= 6irtual auctions facilitate online trading between buyers and sellers in different locations or geographical
areas.
NEW PR%DU*T DE$E2%PMENT PR%*E&&
'. Idea generation +. Idea screening ,. !oncept testing
-. )usiness analysis /. 4roduct development 8. Test marketing
L. !ommercialization M. 2eview of market performance
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*%N*EPT&
'. !T2 0!lick Through 2ate is related to Advertising metrics.
+. A non=traditional" low=cost" flexible and highly effective marketing is termed as $orilla marketing.
,. The concept of $orilla marketing was provided by J.!. 1evinson.
-. Ceciding initiatives in a short=term" for a longer term orientation is called Strategic marketing.
/. The method of sending promotional items to clients is called Crip marketing.
8. #arketing via e=mail falls under the category of direct marketing.
L. The sale of solution to a problem and not features of an item is called solution positioning.
M. That which can be offered to satisfy a need of the customer is called product.
H. The strategy which is more useful to banks due to provision of services 0and not physical products is
selling.
'I. A comparison of the business processes with competitors and improving prevailing ones is called bench
marketing.
''. An exposure to various other unutilized services of the bank to a customer is called cross selling.
'+. Curing pricing" the factors customers' demand" cost function F the competitors' prices are collectively
known as ,!s.
',. #arketing by the word of the mouth" having a high pass=rate from person to person is called 6iral
marketing.
'-. !reating a 'buzz' in the industry is an example of 6iral marketing.
'/. A classification of goods3services according to sales volume" ensuring that there is easy access to the
more fre<uently sold goods is called A)! Inventory.
'8. The idea that an increase in the demand for consumer goods will cause an increase in the capital goods
re<uired for them is known as accelerator principle.
'L. A buyer whose latest purchase lies within the last '=year period is called active buyer.
'M. A marketing research undertaken for a particular one=time need is called ad hoc research.
'H. %hen the tax or duty is imposed according to the money 'value' of the goods" it is known as ad valorem
tax.
+I. A 'likely' interested customer of the bank is termed as a prospect.
+'. In marketing" calling on the prospective customers is known as a call.
++. %hen an organization head inspires its employees to perform better" it is called motivation.
+,. In sellers' market marketing is not re<uired to be undertaken.
+-. Availing marketing services from ad hoc suppliers" rather than a centralized source is called a la carte.
An example of the practice of a la carte is advertising company.
+/. #arketing study that monitors the changes in the consumer attitudes" awareness F uses of a product" is
known as AAE.
+8. The essence of a product" its <uality and competitiveness displayed in the form of letters" symbols and
colours is known as branding.
+L. The process of planning and executing the concepts" pricing" promotion and distribution of ideas 3
goods 3 services to satisfy individual's3organizational goals is called marketing.
+M. The process of using research tools to understand a market is called marketing research.
+H. A persuading communication between the !ompany's representative and a prospective buyer lies under
the class of personal selling.
,I. The development of marketing mix to influence a customer's perceptions of a brand is called positioning.
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,'. %hen a marketer persuades a person3group of prospective buyers" the communication is termed as
promotion.
TE&T ,%UR KN%W2EDGE %. MARKETING APTITUDE
'. Soft=Crink gaint" !oca !ola is best example of*** #arketingS
+. !onsumers who shift from favouring one brand to another are termed as **** S
,. 4ricing methods" ***** is not costbased method.
-. Successfully hiring" training and motivating able employees who want to serve the customers well is
***** .
/. %hen an Individual feels deprivation of some basic satisfaction" it is termed as****** .
8. The task performed under physical distrubation****** .
L. A group a products that are closely related because they perform a similar function" are sold to the same
customers group" are marketed through the same channels or make open particulars price range is called
**** M. Is product awareness advertising include in #arketing Strategy in the growth stageS
H. In #arketing A6A1SB stand for ***** .
'I. A A#arketB from a A#arketing 4erspectiveB is a ******.
''.The number of different lines offered by a company is termed as &
'+. DDDD.plays a ma9or role in the adoption of new products.
',. The best statistical tool is &
'-DDDD.pricing methods is not based on competitors pricing.
'/.4romotion seeks to influence the buyer in decision making throughDDDD
'8.Cistribution channels carry out the functions except DDD.
'L. 4roducts concept holds that consumers will favor those products that are DDD.
'MDDDDD.is not a part of selling concept.
'H.#arket concept rests onDDD.
+I. In marketing S)E stands for DD.
+'.Secondary data is collected throughDD..
++DDDDDD..is a part of micro environment.
+,DDDD.is not a part of intensive growth.
+-. An ideal business is DDDDDin ma9or opportunities and DDDD..in ma9or threats.
+/.BIn = )asketB Techni<ue is used inVVG
AN&WER& TE&T ,%UR KN%W2EDGE %. MARKETING APTITUDE
'. #ass #arketing
+. Shifting 1oyal
,. 6alue 4ricing
-. Internet marketing
/. 5eed
8. Servicing of 4roduct
L. 4roduct 1ine
M. 5o
H. 6alue of life cycle
'I. $roup of consumer willing and able to engage in
exchange.
''. %idth
'+. 4ersonal Influence
',. #ultiple 2egression Analysis-. $roup 4ricing
'/. Information and reinforcement
'8. .ixing the price
'L. %idely available and lower in cost
'M. .ocus on the needs of buyers
'H. Target #arket " !ustomers and !oordinated
#arketing
+I. Strategic )usiness Enits
+'. (fficial 2ecord
++. Supplier
+,. :orizontal growth
+-. :igh " 1ow
+/. #arketing
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DE.INATI%N& D MEANING&
Cost E""icienc<& .or a media schedule" refers to the relative balance of effectively meeting reach and
fre<uency goals at the lowest price.
=emogra>hics& )asic ob9ective descriptive classifications of consumers" such as their age" sex" income"
education" size of household" ownership of home" etc. This does not include classification by sub9ective
attitudes or opinions of consumers
=irect *ail& #arketing communications delivered directly to a prospective purchaser via the E.S. 4ostal
Service or a private delivery company.
=irect *ar#eting& Sending a promotional message directly to consumers" rather than via a mass medium.
Includes methods such as Cirect #ail and Telemarketing.
En:&?ser& The person who actually uses a product" whether or not they are the one whopurchased the
product.
@lat ate& A media rate that allows for no discounts.
@our 's& Stands for 4roduct" 4rice" 4lace 0i.e." distribution" and 4romotion.
Generic Bran:& 4roducts not associated with a private or national brand name.
,oriAontal =iscount& A discount on a media purchase resulting from a promise to advertise over an
extended period of time.
In:ustrial A:9ertising& A form of business=to=business advertising" this is advertising aimed at
manufacturers. This advertising typically promotes parts" e<uipment" and raw materials used in the
manufacturing process
Integrate: *ar#eting Communication $I*C(& A management concept that is designed to make all
aspects of marketing communication such as advertising" sales promotion" public relations" and direct
marketing work together as a unified force" rather than permitting each to work in isolation
*icromar#eting& A type of marketing in which a company adapts itself to uncontrollable factors within the
industry.
*ar#et 'ro"ile& A summary of the characteristics of a market" including information of typical purchasers
and competitors" and often general information on the economy and retailing patterns of an area.
*ar#et %egmentation& To divide a market by a strategy directed at gaining a ma9or portion of sales to a
subgroup in a category" rather than a more limited share of purchases by all category users.
*ar#et %hare& The percentage of a product category's sales" in terms of dollars or units" obtained by a
brand" line" or company.
*ar#eting @irm& A business that affects the distribution and sales of goods and services from producer to
consumerW including products or service development" pricing" packaging" advertising" merchandising" and
distribution.
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Non>ro"it *ar#eting& he marketing of a product or service in which the offer itself is not intended to make
a monetary profit for the marketer.
'arit< 'ro:ucts& 4roduct categories where the several brands within that category possess functionally
e<uivalent attributes" making one brand a satisfactory substitute for most other rands in that category
'otential *ar#et& A set of consumers who profess some level of interest in a designed market offer.
'ro:uct +i"e C<cle& A marketing theory in which products or brands follow a se<uence of stages including&
introduction" growth" maturity" and sales decline.
'ro:uct =i""erentiation& Ceveloping uni<ue product differences with the intent to influence demand.
'uBlicit<& A type of public relations in the form of a news item or story which conveys information about a
product" service" or idea in the media.
'ro:uct 'ositioning& The consumer perception of a product or service as compared to it's competition.
'romotional *ix& Esing several different types of communication to support marketing goals which include
Advertising" 4ersonal selling" 4ublicity" and Sales promotions.
's<chological %egmentation& The separation of consumers into psychological characteristic categories
on the basis of standardized tests.
's<chogra>hics& A term that describes consumers or audience members on the basis of psychological
characteristics initially determined by standardized tests.
'uBlicit<& A type of public relations in the form of a news item or story which conveys information about a
product" service" or idea in the media.
'u>il&o&metrics& A method of advertising research in which a study is conducted on the relationship
between a viewer's pupil dilation and the interest factor of visual stimuli.
Cualitati9e esearch& A method of advertising research that emphasizes the <uality of meaning in
consumer perceptions and attitudesW for example" in=depth interviews and focus groups.
Cualit< Control& An ongoing analysis of operations" to verify goods or service meet specified standards" or
to better answer customer and3or user complaints.
Cuantitati9e esearch& A method of advertising research that emphasizes measurement of incidence of
consumer trends within a population.
Cuestionnaire& A document that is used to guide what <uestions are to be asked respondents and in what
order" sometimes lists the alternative responses that are acceptable.
ange& The maximum distance a consumer is ordinarily willing to travel for a good or serviceW as such it
determines the outer limit of a market area.
ate Car:& Information cards provided by both print and broadcast media" which contain information
concerning advertising costs" mechanical re<uirements" issue dates" closing dates" cancellation dates" and
circulation data" etc.
each& The estimated number of individuals in the audience of a broadcast that is reached at least once
during a specific period of time.
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e"erence Grou>& A group of people or organization of which an individual respects" identifies with" or
aspires to 9oin" e.g." membership or associative groups.
e"erral 'remium& A premium offered to customers for helping sell a product or service to a friend or
ac<uaintance.
%elling Orientation& A company=centered rather than a client=centered approach to conduct of business.
This orientation tends to ignore what the customer3user really wants and needs.
%logan& The verbal or written portion of an advertising message that summarizes the main idea in a few
memorable words==a tag line.
%trategic *ar#et 'lanning& The planning process that yields decisions in how a business unit can best
compete in the markets it elects to serve. The strategic plan is based upon the totality of the marketing
process.
%uBliminal 'erce>tion& An advertising message presented below the threshold of consciousness. A visual
or auditory message that is allegedly perceived psychologically" but not consciously. It is also known as
AsubsectionB
Tag line& A slogan or phrase that visually conveys the most important product attribute or benefit that the
advertiser wishes to convey. $enerally" a theme to a campaign.
Target Au:ience& A specified audience or demographic group for which an advertising message is
designed.
Target *ar#et& A group of individuals whom collectively" are intended recipients of an advertiser's
message.
Target *ar#et I:enti"ication& The process of using income" demographic" and life style characteristics of
a market and census information for small areas to identify the most favorable locations.
?niDue %elling 'ro>osition& The uni<ue product benefit that the competition cannot claim.
Values an: +i"est<les $VA+%( esearch& A research method which psychologically groups consumers
based on certain characteristics such as their values" lifestyles" and demographics.
Vehicle& A specific channel or publication for carrying the advertising message to a target audience. .or
example" one medium would be magazines" while one vehicle would be Time magazine.
Vertical 'uBlications& 4ublications whose editorial content deals with the interests of a specific industry"
e.g." 5ational 4etroleum #agazine and 2etail )aking Today.
Vision& A guiding theme that articulates the nature of the business and its intentions for the future" based
upon how management believes the environment will unfold. A vision is informed" share" competitive and
enabling.
Eor: o" *outh A:9ertising& Advertising that occurs when people share information about products or
promotions with friends.
Eear Out& The point reached when an advertising campaign loses it's effectiveness due to repeated
overplay of ads.
Eor: 'ainting& A techni<ue used in the radio broadcast industry that uses highly descriptive words to
evoke images in reading material as an attempt to place the listener into the scene.
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MARKETING TERM& 0 G2%&&AR,
A(ove the line AAbove the 1ineB is the term commonly used for advertising for which a payment is made
and for which commission is paid to the advertising agency. #ethods of above the line advertising include
television and radio" magazines" newspapers and Internet.
A*%RN A!(25 stands for AA !lassification (f 2esidential 5eighbourhoodsB. A!(25 is a database which
divides up the entire EX population in terms of the type of housing in which they live. This can be used for
various purposes in marketing planning and in designing promotional campaigns
A) ho' market resear'h Ad=hoc research focuses on specific marketing problems. It involves the
collection of data at one point in time from one sample of respondents
A))e) value Added value refers to the increase in worth of a product or service as a result of a particular
activity. In the context of marketing" the added value is provided by features and benefits over and above
those representing the Acore productB.
A)vertising Advertising is any paid form of non=personal presentation and promotion of ideas" goods and
services through mass media such as newspapers" magazines" television or radio by an identified sponsor.
A)vertising (u)get The total amount of money that a marketer allocates for advertising over a period of
time
A!ter0sales servi'e The services received after the original goods or services have been paid for. (ften
this service is provided as part of a warranty or guarantee scheme.
Agent 4art of the distribution channel. An agent is effectively a wholesaler who represents buyers and
sellers on a relatively permanent basis" performs only a few functions and does not take title to goods
Am(ush marketing A deliberate attempt by a business or brand to associate itself with an event 0often a
sporting event in order to gain some of the benefits associated with being an official sponsor without
incurring the costs of sponsorship. .or example by advertising during television coverage of the event.
Anso!! matri6 A model used in strategic marketing planning. The Ansoff 4roduct3#arket matrix model links
marketing strategy with the general strategic direction of a business. It maps four potential product=market
strategies = e.g. market penetration" product development" market development and diversification = on a
matrix showing new versus existing products along one axis and new versus existing markets along the
other.
Augmente) (ran) The additional customer services and benefits 0Aadded valueB that are built around the
core product or service offering
Availa(le market The total group of customers who have an interest in a interest in a product or service"
have access to it" and have the ability to buy it
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Awareness Advertising or other promotional activity 0e.g. public relations whose primary purpose is to
increases general knowledge of the company" and to make people feel more positive towards it
1ehavioural segmentation )ehavioural segmentation divides customers into groups based on the way
they respond to" use or know of a product.
1elow the line A)elow the lineB is a term commonly used to refer to non=media advertising or promotion
when no commission has been paid to the advertising agency. This includes direct mail" point of sale
displays" and other sales promotions.
1en'hmarking The process of comparing the products and services of a business against those of
competitors in a market" or leading businesses in other markets" in order to find ways of improving <uality
and performance
1ene!it segmentation )enefit segmentation relates to the process of dividing a market based on the
specific benefits consumers seek from a product. .or example" some car buyers want safety and security
from their car" while others look for comfort or speed. A car manufacturer" therefore" has to decide which
benefits to offer G and how these benefits should be communicated to the customer
1oston Grou# Matri6 A means of analysing and categorizing the performance of business units in large
diversified firms by reference to market share and growth rates. It was developed by the )oston
!onsultancy $roup 0)!$
1ran) A brand is the specific type of the product form. A brand G represented by a brand name" symbol"
design" logo" packaging G is the identity of a particular product form that customers recognise as being
different from others.
1ran) (uil)ing Ceveloping a brand's image and standing with a view to creating long term benefits for
brand awareness and brand value
1ran) e7uit" )rand e<uity refers to the value of a brand. )rand e<uity is based on the extent to which the
brand has high brand loyalty" name awareness" perceived <uality and strong product associations. )rand
e<uity also includes other AintangibleB assets such as patents" trademarks and channel relationships.
1ran) e6tension )rand extension refers to the use of a successful brand name to launch a new or
modified product in a new market. 6irgin is perhaps the best example of how brand extension can be
applied into <uite diverse and distinct markets.
1ran) image )rand image refers to the set of beliefs that customers hold about a particular brand. These
are important to develop well since a negative brand image can be very difficult to shake off.
1ran) lo"alt" A strongly motivated and long standing decision to purchase a particular product or service
1ran) re'ognition A customer's awareness that a brand exists and is an alternative to purchase
1reakeven )reakeven is achieved when total contribution is e<ual to total fixed costs. Addition contribution
earned after this point becomes profit
1reak0even #ri'ing Setting a price to achieve break=even on the costs of making and marketing a product
0direct costs. )reakeven is achieved when the total contribution from sales priced in this way at least e<ual
the fixed costs of the business
1uil) share A strategy based on the )oston #atrix. :ere the company can invest to increase market
share 0for example turning a ><uestion mark> into a star
1usiness #ort!olio The business portfolio is the collection of businesses and products that make up the
business.
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1usiness to (usiness #arketing activity directed from one business to another 0as opposed to a
consumer. This term is often shortened to A)+)B
1u"ing (ehaviour )uying behaviour concerns the process that buyers go through when deciding whether
or not to purchase goods or services. )uying behaviour can be influenced by a variety of external factors
and motivations" including marketing activity.
*ash *ows A term used in the )oston $roup #atrix. !ash cows are low=growth businesses or products
with a relatively high market share. These are mature" successful businesses with relatively little need for
investment. They need to be managed for continued profit = so that they continue to generate the strong
cash flows that the company needs for its Stars.
*hannel 'on!li't Cisagreement among members of a distribution channel about who should be paid what
and what roles each should play. !hannel conflict often occurs when a business uses a multi=channel
approach to distribution
*ognitive )issonan'e !ognitive dissonance is an customer effect commonly observed after a ma9or
purchase whereby the customer feels uncertainty about whether the purchase should have been made.
4ost=purchase promotion 0particularly advertising has a role to play to reduce the incidence and effect of
cognitive dissonance
*om(ination (ran) A combination brand name brings together a family brand name and an individual
brand name. The idea here is to provide some association for the product with a strong family brand name
but maintaining some distinctiveness so that customers know what they are getting
*om#etitive a)vantage A competitive advantage is a clear performance differential over the competition
on factors that are important to customers
*om#etitor (en'hmarking !ompetitor benchmarking compares customer satisfaction with the products"
services and relationships of the business with those of key competitors
*onsumer (u"ers !onsumer buyers are those who purchase items for their personal consumption
*onsumer )ura(les !onsumer durables have low volume but high unit value. !onsumer durables are
often further divided into %hite goods 0e.g. fridge freezersW cookersW dishwashersW microwaves and )rown
goods 0e.g. C6C playersW games consolesW personal computers
*onsumer markets !onsumer markets are the markets for products and services bought by individuals
for their own or family use
*ontinuous market resear'h !ontinuous research involves interviewing the same sample of people"
repeatedly
*ontri(ution !ontribution per unit can be defined as selling price less variable costs. (verall contribution
is the difference between total sales revenues and variable costs
*ore #ro)u't The set of problem=solving or need=meeting benefits that customers are buying when they
purchase a product. !ustomers are rarely prepared to pay a premium for these elements of a product.
*ost lea)ershi# A strategy of producing goods at a lower cost than the competition. This usually re<uires
the business to en9oy higher economies of scale or have some kind of productivity advantage
*ross0selling Esing a customer;s buying history to select them for related offers" e.g. a car alarm for new
car buyers.
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*ustomer )eman) !onsumer demand is a want for a specific product supported by an ability and
willingness to pay for it.
*ustomer lo"alt" .eelings or attitudes that incline a customer either to return to a company" shop or outlet
to purchase there again" or else to re=purchase a particular product" service or brand.
*ustomer nee) A need is a basic re<uirement that an individual wishes to satisfy.
*ustomer satis!a'tion The provision of goods or services which fulfil the customer;s expectations in terms
of <uality and service" in relation to price paid
*ustomer wants A want is a desire for a specific product or service to satisfy the underlying need.
De'line stage The last stage of a product's life cycle" during which sales fall rapidly
Demogra#hi' segmentation Cemographic segmentation consists of dividing the market into groups
based on variables such as age" gender family size" income" occupation" education" religion" race and
nationality
De#th interview A lengthy" one=to=one structured interview" examining in detail a consumer's views about
a product
Di!!erentiation A marketing strategy aimed at ensuring that products and services have a uni<ue element
to allow them to stand out from the rest
Dire't mail The delivery of an advertising or promotional message to customers or potential customers by
mail.
Dire't marketing The planned recording" analysis and tracking of customer behaviour to develop a
relational marketing strategies
Dire't res#onse a)vertising Cirect response advertising is that which incorporates a contact method
such as a phone number" address and en<uiry form" web site E21 or email address. This is done with the
intention of encouraging the recipient to respond directly to the advertiser by re<uesting more information"
placing an order etc. The use of this techni<ue on television is commonly referred to as C2T6 advertising
Distri(ution 'hannel The network of organisations necessary to distribute goods or services from the
manufacturers to the consumersW the distribution channel therefore potentially consists of manufacturers"
distributors" wholesalers" and retailers.
Distri(utors !ompanies that buy and sell on their own account but tend to deal in the goods of only
certain specified manufacturers.
Divest A strategy based on the )oston #atrix. :ere the company can divest the S)E by phasing it out or
selling it = in order to use the resources elsewhere 0e.g. investing in the more promising ><uestion marks>.
Dogs A term used in the )oston $roup #atrix. Ensurprisingly" the term >dogs> refers to businesses or
products that have low relative share in unattractive" low=growth markets. Cogs may generate enough cash
to break=even" but they are rarely" if ever" worth investing in.
Earl" a)o#ters 4eople who choose new products carefully and are often consulted by people from the
remaining adopter categories
Earl" maEorit" 4eople who adopt products 9ust prior to the average person
E0'ommer'e The use of technologies such as the Internet" electronic data exchange and industry
extranets to streamline business transactions
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En)orsement The promotion of some kind of product recommendation or affirmation" usually from a
celebrity" implying to the potential customer that a product is good
E6#ansionisti' #ri'ing ?xpansionistic pricing is a more exaggerated form of penetration pricing and
involves setting very low prices aimed at establishing mass markets" possibly at the expense of other
suppliers. Ender this strategy" the product en9oys a high price elasticity of demand so that the adoption of a
low price leads to significant increases in sales volumes
E6tin'tion #ri'ing ?xtinction pricing has the overall ob9ective of eliminating competition" and involves
setting very low prices in the short term in order to Pundercut; competition" or alternatively repel potential
new entrants.
.amil" (ran) name A family brand name is used for all products. )y building customer trust and loyalty to
the family brand name" all products that use the brand can benefit.
.amil" li!e '"'le The stages of family life based on demographic data that are useful in defining the
markets for certain goods and services. ?ach group has its own specific and distinguishable needs and
interests.
.ast0moving 'onsumer goo)s .ast=moving consumer goods are those that sell in high volumes" with low
unit value" and have fast consumer repurchase. $ood examples include ready meals" baked beans"
newspapers etc
.o'us grou# A small group of sample customers who are brought together into a group discussion to
measure their response to a marketing stimulus such as a new brand or product
.ore'asting The process of estimating future demand by anticipating what buyers are likely to do under a
given set of marketing conditions 0e.g. economic confidence" disposal income" pricing levels
.ran'hising The selling of a licence by the owner 0franchisor to a third party 0franchisee permitting the
sale of a product or service for a specified period. In business format franchising the agreement will involve
a common brand and marketing format. #any service businesses are operated under franchise include
well=known brands such as )urger Xing" X.!
.ull 'ost #ri'ing .ull cost plus pricing seeks to set a price that takes into account all relevant costs of
production
Gen)er segmentation The segmentation of markets based on the sex of the customer. The cosmetic
industry is a good example of widespread use of gender segmentation
Geogra#hi' segmentation $eographic segmentation divides markets into different geographical units
Going0rate #ri'ing A pricing strategy that sets price largely based on the prices of competitors
Growth stage The stage at which a product's sales rise rapidly and profits reach a peak" before levelling
off into maturity.
+arvest A strategy based on the )oston #atrix. :ere the company reduces the amount of investment in
order to maximise the short=term cash flows and profits from the S)E. This may have the effect of turning
Stars into !ash !ows.
+ol) A strategy based on the )oston #atrix. :ere the company invests 9ust enough to keep the S)E in its
present position
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Im#ulse (u"ing )ehaviour that involves no conscious planning but results from a powerful" persistent urge
to buy something immediately
In'ome elasti'it" o! )eman) Income elasticity of demand measures the relationship between a change in
<uantity demanded and a change in income
In)ustrial (u"ers Industrial buyers are those who purchase items on behalf of their business or
organisation
In)ustrial market Industrial markets involve the sale of goods between businesses. These are goods that
are not aimed directly at consumers.
In!erior goo)s Inferior goods have a negative income elasticity of demand. Cemand falls as income rises
In!luen'er A person in a group buying situation 0e.g. a family who exerts significant influence in the final
buying decision
Initiator A person in a group buying situation 0e.g. a family who first suggests buying a particular product
or service
Innovators Innovators are those who adopt new products first. They are usually relatively young" lively"
intelligent" socially and geographically mobile. They are often of a high socioeconomic group 0AA);sB.
Intensive )istri(ution Intensive distribution aims to provide saturation coverage of the market by using all
available outlets
Internal marketing The process of eliciting support for a company and its activities among its own
employees" in order to encourage them to promote its goals. This process can happen at a number of
levels" from increasing awareness of individual products or marketing campaigns" to explaining overall
business strategy.
Intro)u'tion stage A product's first appearance in the marketplace" before any sales or profits have been
made
Involvement The level of interest" emotion and activity which the consumer is prepared to expend on a
particular purchase
2a(elling 4ackaging information that can be used for a variety of promotional" informational and legal
purposes.
2aggar)s The group of consumers who are typically last to buy a new product
2ate maEorit" 4eople who are <uite sceptical about new products but eventually adopt them because of
economic necessity or social pressure
2i!est"le 1ifestyle is a person;s pattern of living as expressed in his or her activities" interests and opinions
2i!est"le segmentation 1ifestyle segmentation of a market is based on identifying lifestyle characteristics
of customers that enable target customer groups to be identified. #any businesses now segment their
markets by lifestyles" as these are increasingly seen as good predictors of consumer behaviour. #ost
companies use off=the=shelf research=agency classifications 0such as the Target $roup Index" because of
the high cost and complexity of developing their own.
2ogo A graphic" usually consisting of a symbol and3or group of letters that identifies a company or brand.
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Ma'ro !ore'asting #acro forecasting is concerned with forecasting markets in total. This is about
determining the existing level of #arket Cemand and considering what will happen to market demand in
the future.
Mail #anels $roups of consumers selected to represent a market or market segment who agree to be
regularly interviewed by mail
Manu!a'turer (ran) #anufacturer brands are created by producers and bear their chosen brand name.
The producer is responsible for marketing the brand. The brand is owned by the producer. )y building their
brand names" manufacturers can gain widespread distribution 0for example by retailers who want to sell the
brand and build customer
Marker lea)er The business in a market with the largest market share. The market leader" particularly one
with a dominant market share" is often AfollowedB by competitors in terms of pricing and product strategy
Market A market is the demand for a particular product or service" often measured by sales during a
specified period.
Market 'hallenger A business in a market that is fighting hard to increase its market share
Market 'on'entration #arket concentration is the proportion of market value that is owned by the leading
brands or products3companies in the market. %here the market leaders own a large part of the overall
market" the market is said to be highly concentrated. )y contrast" where the market leader has a relatively
small market share and there are many other competitors" a market is said to be AfragmentedB
Market )evelo#ment The process of growing sales by offering existing products 0or new versions of them
to new customer groups 0as opposed to simply attempting to increase the company;s share of current
markets.
Market entr" The launch of a new product into a new or existing market. A different strategy is re<uired
depending on whether the product is an early or late entrant to the marketW the first entrant usually has an
automatic advantage" while later entrants need to demonstrate that their products are better" cheaper and
so on.
Market !ollower A firm that is happy to follow the leaders in a market place without challenging them"
perhaps taking advantages of opportunities created by leaders without the need for much marketing
investment of its own = see also 'market challenger' and 'market leader'
Market #ositioning A marketing strategy that will position a business; products and services against those
of its competitors in the minds of consumers. To achieve positioning success it is suggested that there are
four basic competitive strategies that a company can follow 0based on work by 4orter&
= !ost leadership = the company tries to achieve lowest costs of production and distribution
= Cifferentiation = making use of specific marketing mixes
= .ocus = paying attention to a few market segments
The fourth strategy is a losing strategy in which a business pursues a middle=of=the=road path. )usinesses
that try to be good at everything are rarely particularly good at anything.
Market resear'h The systematic gathering" recording and analysing of data about problems relating to the
marketing of goods and services
Market segment A customer group within the market that has special characteristics which are significant
to marketing strategy
Market segmentation Segmentation involves subdividing markets" channels or customers into groups with
different needs" to deliver tailored propositions which meet these needs as precisely as possible.
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Market share #arket share can be defined as the percentage of all sales within a market that is held by
one brand 3 product or company.
Market targeting #arket targeting is the process of evaluating each market segment and selecting the
most attractive segments to enter with a particular product or product line.
Marketing The all=embracing function that links the business with customer needs and wants in order to
get the right product to the right place at the right timeB
Marketing au)it A systematic examination of a business;s marketing environment" ob9ectives" strategies"
and activities with a view to identifying key strategic issues" threats and opportunities.
Marketing 'on'e#t The marketing concept is about matching a business; capabilities with customer
wants.
Marketing intelligen'e The composite of all data and ideas available within an organisation that assists in
decision=making.
Marketing #lan A detailed statement 0usually prepared annually of how a company's marketing mix will be
used to achieve its market ob9ectives. A marketing plan is usually prepared following a marketing audit.
Maturit" stage The stage during which a product's sales curve peaks and starts to decline" and profits
continue to decline.
Me)ia anal"sis #edia analysis is a term used in advertising. It refers to an investigation into the relative
effectiveness and the relative costs of using the various advertising media in an advertising campaign
Mi'ro !ore'asting #icro forecasting is concerned with detailed unit sales forecasts. This is about
determining a product;s market share in a particular industry and considering what will happen to that
market share in the future
Mission A mission describes the organisation;s basic function in society" in terms of the products and
services it produces for its customers.
Mission statement A mission statement is a formal description of the mission of a business.
Multi0'hannel marketing %hen a business distributes its products through more than one distribution
channel" this is known as multi=channel marketing. 2etail chains" for example Argos" besides using the
shops to distribute their products" <uite often also use catalogue selling. The main purpose of multi=channel
marketing is to more effectively reach different customer segments
Multi0segment strateg" A strategy by which a business directs its marketing efforts towards two or more
market segments by developing a marketing mix for each
New #ro)u't A new product can be defined as a good" service or idea that is AperceivedB by some
potential customers as new. It may have been available for some time" but many potential customers have
not yet adopted the product nor decided to become a regular user of the product.
Ni'he marketing 5iche marketing refers to the exploitation of comparatively small market segments by
businesses that decide to concentrate their efforts. 5iche segments exist in nearly all markets G for
example the self=build sports car segment of the motor industry
Non0#ersonal 'ommuni'ation #ethods of promotion that do not generate any personal feedback.
Advertising is the best example of this
Normal goo)s 5ormal goods have a positive income elasticity of demand so as income rise more is
demand at each price level
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%(Ee'tives #easurable aims of a business set for a given period 0e.g. marketing ob9ectives for the next
year
%''asion segmentation A basis of segmenting a market based on occasions when buyers get the idea to
make a purchase" actually buy" or use a purchased item.
%##ortunities (pportunities are any feature of the external environment which creates conditions that a
business can exploit to its advantage. If the business is successful in exploiting opportunities" then it will be
better placed to achieve its ob9ectives.
%wn0la(el (ran) (wn=label brands are created and owned by businesses that operate in the distribution
channel G often referred to as AdistributorsB. (ften these distributors are retailers" but not exclusively.
Sometimes the retailer;s entire product range will be own=label. :owever" more often" the distributor will
mix own=label and manufacturers brands
Pa'kaging The activities of designing and producing the container or wrapper for a product
Penetration #ri'ing 4enetration pricing involves the setting of lower" rather than higher prices in order to
achieve a large" if not dominant market share
Penetration strateg" A marketing strategy based on low prices and extensive advertising to increase a
product's market share. .or penetration strategy to be effective the market will have to be large enough for
the seller to be able to sustain low profit margins.
Personal selling (ral communication with potential buyers of a product with the intention of making a sale.
The personal selling may focus initially on developing a relationship with the potential buyer" but will always
ultimately end with an attempt to >close the sale
PorterFs .ive .or'es Mo)el An analytic model developed by #ichael ?. 4orter. The five forces in terms of
which the model analyses businesses and industries are& )uyers" Suppliers" Substitutes" 5ew ?ntrants and
2ivals
Port!olio #lanning 4ortfolio planning is the process of managing groups of brands and product lines
Positioning 4ositioning is how a product appears in relation to other products in the market
Pre0em#tive #ri'ing 4re=emptive pricing is a strategy involves setting low prices in order to discourage or
deter potential new entrants to the suppliers market. It is especially suited to markets in which the supplier
does not hold a patent" or other market privilege and entry to the market is relatively straightforward.
Prestige #ri'ing 4restige pricing refers to the practice of setting a high price for an product" throughout its
entire life cycle G as opposed to the short term Popportunistic;" high price of price Pskimming;. This is done in
order to evoke perceptions of <uality and prestige with the product or service
Pri'e The price of a product may be seen as a financial expression of the value of that product
Pri'e )is'rimination 4rice discrimination occurs when a firm charges a different price to different groups
of consumers for an identical good or service" for reasons not associated with costs
Pri'e elasti'it" o! )eman) 4rice elasticity of demand measures the responsiveness of a change in
demand for a product following a change in its own price
Pri'e sensitivit" 4rice sensitivity is the effect a change in price will have on customers
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Pri'e skimming 4rice skimming involves charging a relatively high price for a short time where a new"
innovative" or much=improved product is launched onto a market
Primar" resear'h )ata 4rimary market data is data collected specifically for the market research pro9ect
and obtained directly from the relevant source
Pro(lemGNee) re'ognition The first stage in the buying process where the potential customer recognises
that a problem or a need can be met by buying a product or a service
Pro)u't A product is defined as anything that is capable of satisfying customer needs
Pro)u't 'lass 4roduct class is a broad category of product such as cars" washing machines" newspapers.
Pro)u't !orm %ithin a product class" there are different forms that the product can take. .or example"
people carriers or two=seater sports cars are product forms within the motor cars product class
Pro)u't grou# A product group 0or product line is a group of brands that are closely related in terms of
their functions and the benefits they provide
Pro)u't li!e '"'le The course of a product's sales and profitability over its lifetime. The model describes
five stages" each of which represents a different opportunity for the marketer&
= Cevelopment = Introduction = $rowth = #aturity = Cecline
Pro)u't ma# A product map defines the market in terms of the way buyers perceive key characteristics of
competing products
Pro)u't mi6 The set of all product lines and items that a particular business offers for sale to buyers
Pro)u't 7ualit" The ability of a product to perform its functions 0Afit for purposeB. Kuality is a function of
several factors including reliability and ease of use
Promotion (ne of the four A4;sB of the marketing mix. 4romotion is all about businesses communicating
with customers
Promotional mi6 The promotional mix consists of a blend of five main kinds of promotional tools&
advertisingW direct marketingW personal sellingW sales promotion and public relations
Ps"'hogra#hi' segmentation 4sychographic 0or AlifestyleB segmentation seeks to classify people
accordingly to their values" opinions" personality characteristics and interests.
Pu(li' relations The planned and sustained effort to establish and maintain goodwill and mutual
understanding between an organisation and its publics
Pu(li'it" 4romotional activities designed to promote a business and its products by obtaining media
coverage not paid for by the business
Pull #romotion 4ull promotion" in contrast to 4ush promotion" addresses the customer directly with a view
to getting them to demand the product" and hence ApullB it down through the distribution chain. It focuses on
advertising and above the line activities. See also 'push promotion'
Pur'hase )e'ision The stage in the customer buying process when the purchase decision is actually
made
Push #romotion 4ush promotion relies on the next link in the distribution chain = e.g. a wholesaler or
retailer = to ApushB out products to the customer. It revolves around sales promotions = such as price
reductions and point of sale displays = and other below the line activities. See also 'Sales 4romotion'
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Hualitative !ore'asting Kualitative forecasting is based on experience and 9udgement. ?xamples include
general surveys of customers" distributors and the sales force
Hualitative Resear'h 2esearch that deals with information too difficult or expensive to <uantify" such as
sub9ective opinions and value 9udgements" typically unearthed during interviews or discussion groups
Huantitative !ore'asting Kuantitative forecasting is based on facts. $ood examples include time=series
analysis and statistical surveys of customer purchasing behaviour
Huantitative Resear'h #arket research that concentrates on statistics and other numerical data" gathered
through opinion polls" customer satisfaction surveys and so on. !ompare '<ualitative research'
Huestion marks A term used in the )oston $roup #atrix. Kuestion marks are businesses or products with
low market share but which operate in higher growth markets. This suggests that they have potential" but
may re<uire substantial investment in order to grow market share at the expense of more powerful
competitors.
Huestionnaire )ase document for research purposes" providing the <uestions and structure for an
interview or self=completion and providing space for respondents' answers.
Huota sam#ling A sampling method in which the final choice of respondents is left to the interviewers"
who base their choices on two or three variables 0such as age" sex and education.
Ran)om sam#ling A sampling method in which all the units in a population have an e<ual chance of
appearing in the sample.
Retailers 2etailers operate outlets that trade directly with household customers
&ales !ore'ast The sales forecast is the expected level of company sales based on a chosen marketing
plan and an assumed marketing environment.
&ales #romotion Sales promotion refers to any activity designed to boost the sales of a product or service.
It may include an advertising campaign" increased 42 activity" a free=sample campaign" offering free gifts
or trading stamps" arranging demonstrations or exhibitions" setting up competitions with attractive prizes"
temporary price reductions" door =to= door calling" telephone=selling" personal letters on other methods.
&am#le A small group of items selected from a larger group to represent the characteristics of the larger
group. Samples are often used in marketing research because it is not feasible to interview every member
of a particular marketW however" conclusions about a market drawn from a sample always contain a
sampling error and must be used with caution. The larger the sample" in general" the more accurate will be
the conclusions drawn from it
&e'on)ar" resear'h )ata Secondary market data is data that has already been obtained" analysed and
used for other purposes or for general reference
&egmentation varia(les or (ases The dimensions or characteristics of individuals" groups or businesses
that are used for dividing a total market into segments.
&ele'tive )istri(ution Selective distribution involves a producer using a limited number of outlets in a
geographical area to sell products
&o!t goo)s Soft goods are similar to consumer durables" except that they wear out more <uickly and
therefore have a shorter replacement cycle. ?xamples include clothes and shoes.
&#onsorshi# Supporting an event" activity or organisation by providing money or other resources that is of
value to the sponsored event. This is usually in return for advertising space at the event or as part of the
publicity for the event.
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&tars A term used in the )oston $roup #atrix. Stars are high growth businesses or products competing in
markets where they are relatively strong compared with the competition. (ften they need heavy investment
to sustain their growth. ?ventually their growth will slow and" assuming they maintain their relative market
share" will become cash cows.
&tra#line A slogan often used in con9unction with a brand name" advertising and other promotional
methods 0e.g. A$uinness is good for youB
&trategi' (usiness unit 4I&1UJ5 A S)E is a unit of the company that has a separate mission and
ob9ectives and that can be planned independently from the other businesses. An S)E can be a company
division" a product line or even individual brands = it all depends on how the company is organised.
&trati!ie) sam#ling A sampling method in which the population of interest is divided according to a
common characteristic or attribute and a probability sampling is then conducted within each group
&trengths Strengths are a particular skill" resource or distinctive competence which the business
possesses and which will enable it to achieve its stated ob9ectives. Strengths are a source of competitive
advantage. As such they should be protected and built upon.
Target market The group of potential customers sharing common needs and characteristics that a
business decides to serve
Telemarketing It 0sometimes also referred to as AtelesalesB is a method of direct marketing in which the
telephone is used to contact potential customers in order to reduce the time spent in making personal
visits. Traditionally" products such as double glazing and central heating have been marketed using this
techni<ue
Tele#hone surve"s Surveys in which respondents' answers to a <uestionnaire are recorded by
interviewers on the phone
Test marketing Test marketing occurs when a new product is tested with a sample of customers" or
launched in a restricted geographical area" to 9udge customers' reactions. If the product is unsuccessful"
the business will have minimised its costs and can either make changes before the main launch or decide
to discontinue the product. Test marketing has a disadvantage in that competitors learn about the new
product before its full launch
Threats Threats are any aspect of the external environment which cause problems and which may prevent
achievement of ob9ectives. Almost by definition" what presents a threat to one business offers an
opportunity to other businesses.
Tra)emark 1egal designation indicating that the owner has exclusive use of a brand
Un)i!!erentiate) marketing Endifferentiated marketing is the marketing of a product aimed at the widest
possible market. .or example" in the holiday market" the sale of short=haul summer=sun package holidays
to the #editerranean is an undifferentiated mass=market product.
Uni7ue selling #ro#osition A uni<ue selling proposition 0AES4Bis a customer benefit that no other
product can claim
$ision The long=term aims and aspirations of the company for itself
Weaknesses %eaknesses are any aspect of the business which may prevent the business from achieving
its ob9ectives. %eaknesses are a source of competitive disadvantage. #anagement should seek ways to
reduce or eliminate weaknesses before they are exploited further by the competition
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Wholesaler (ften part of the distribution channelW involves the selling of goods in large <uantities to be
retailed by others
EKER*I&E :
'. (ne of the following is a target group for the marketing of Internet )anking.
0A All customers 0) All educated customers 0! All computer educated customers 0C (nly creditors
0? All
+. Innovation meanV 0A 4roduct Cesigning 0) 5ew ideas 0! Impulse 0C 0A and 0) 0? 5one
,. (ne of the following is a target group for the marketing of educational loan.
0A All the customers 0) Students 0! (nly poor students
0C Students having promising educational track record 0? All
-. Service after sale is not the function ofV
0A #arketing staff 0) Seller 0! Cirector of the firm 0C ?mployees of the company 0? All wrong
/. If done throughDDDthe rural marketing would be more effective.
0A fairs 0) village fairs 0! door to door campaign 0C All 0? 5one
8. #arket Survey meansV
0A #arket 2esearch 0) #arket 4lanning 0! #arketing Strategies 0C #arket #onitoring 0? All
L. DDDcan be done through digital )ankingS 0A #obile phone 0) Internet 0! Telephone 0C All
0? 5one
M. A good seller should have the following <uality3<ualitiesS
0A Cevotion to the work 0) Submissive 0! Sympathy 0C All 0? 5one
H. The rural marketing is not re<uired becauseV
0A rural people do not understand marketing 0) its not practical from the cost point of view
0! it is sheer wastage of time 0C All are wrong 0? All are correct
'I. 4lanned=cost service meansV
0A !ostly products 0) ?xtra profit on the same cost 0! ?xtra work by seller 0C All 0? 5one
''. Internet marketing meansV
0A Self=marketing 0) !ore $roups monitoring 0! ?mployees marketing 0C All 0? 5one
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'+. The aim of successful marketing isV
0A to increase the sale 0) to increase the profit 0! to increase the output of sellers 0C All 0? 5one
',. The networking becomesDDthrough networking.
0A very difficult 0) dull 0! easy 0C has no role in marketing 0? 5one
'-. In PCouble=win; strategy=
0A !ustomer gets an additional benefit 0) !ustomer gets price
debate.
0! )oth customs and the sales person come out with sense of satisfaction 0C )oth 0A and 0)
'/. !onsumer behavior" P4erception is a process through which
0A a consumer make ultimate purchasing 0) a consumer is satisfied
0! a consumer;s mind receives" organizes and interprets physical stimuli 0C )oth 0A and 0!
'8. Sales forecast implies
0A an estimate of the maximum possible sales opportunities present in a particular market segment
0) an estimate of sales" in physical units" in a future period
0! )oth 0A and 0) 0C 5either 0A nor 0)
'L. In advertising for DDDD is not allowed on T.60A 1i<uour 0) !igarattes 0! )oth 0C 5one
'M. A theory states that no matter how efficiently goods 3 services are produced" if they cannot be delivered
to the customer in the <uickest possible time it is vain. This theory is called
0A Kuickest the best 0) Instant service 0! Service on time 0C Timely effort
'H. ?ntrepreneurs find direct marketing the attractive because of
0a Investment is low 0b It doesn;t re<uired specialized skills 0c 2eturns are <uick 0d All
+I. In market skimming pricing strategy &
0A Initially price is lower and then it is increased 0) Initially price is higher and then it is reduced
0! Intial price is high and is maintained high 0C 5one of these
+'. )ank of #athura is offering 'Y higher interest rate on fixed diposite to senior citizens of 8I years and
above. It is practising...... & 0A 4romotional pricing 0) 4sychological pricing 0! Segmental pricing
0C 4roduct mix pricing
++. with....pricing" the products are priced below list price 0or even below costfor a temporary period to
create buying urgency & 0A 2eference 0) )y=product 0! 4romotional 0C #arket penetration
+,. (f the following pricing methods"....is not cost=based method.
0A 6alue pricing 0) Target=return pricing 0! #ark=up 4ricing 0C #arginal cost pricing
+-. Ddiscount is offered by the seller to intermediary who performs functions like selling" storing and
record keeping &
0A Kuantity 0) Trade 0! !ash 0C Seasonal
+/. (f the following pricing methods"DDis not based on competitors pricing &
0A ?nglish Auction 0) SealedG)id Auction 0! $roup 4ricing 0C 5one
+8. (ut of the following"D..is not one of the three levels of a product &
0A !ore 0) Augmented 0! Actual 0C .ragmented
+L. (ut of the following"D..is not an ob9ective of pricing &
0A 4rofit 0) Stabilizing demand and sales of the product
0! Improvement in product <uality 0C ?xpansion of business
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+M. (ut of the items mentioned below"DDis not a product&
0A 1ecture by Shri Sudhansu #ahara9 0) Simla 0! 6isit to )ank;s 1ondon office 0C 5one
+H. A product line is a group of related products that function in a similar manner" are sold to the
same customer groups" and marketed through the same type of outlets &0A $roup 0) 1ine 0! !ategory
0C #arket
,I. $oods that are typically bought by a consumer based on a comparison of suitability" <uality"
price"and style are calledD..goods& 0A Industrial 0) Speciality 0! Shopping 0C !onvenience
,'. The following offering is not a service &
0A .ixed deposit receipt 0) 4ostage stamp0! $ift coupon of a chain store 0C Insurance 4olicy
,+. The act of obtaining a desired ob9ect from someone by offering something in return is called as a 0nD.
0A Transaction 0) ?xchange 0! 2elationship 0C 6alue
,,. Cemonstration is an exercise to
0A attractively pack and display the goods 0) prove the characteristic of the product 0! )oth 0C 5one
,-. %hich among the following is not an example of Cirect marketingS
0A tele=marketing 0) sales on internet 0! mail order sales 0C 2etail stores
,/. In selling Pconsumption; is the ultimate goal of the salesman while a marketer G
0A develop an appropriate product 3 service to attain customer satisfaction 0) identify consumer
needs
0! accomplish organizational goals through integrated marketing approach 0C All
,8. In )anking services" market can be segmented on the basis of
0A density 0) customers 0! )oth 0a and 0b 0C 5either 0a nor 0b
,L. %hich of the following is not a P4ost testing; Techni<ue of advertisement S
0A Sales test 0) .ocus group 0! ?n<uiry test 0C Attitude test
,M. P!asual; research is basically concerned with
0A establishing cause and effect relationship
0) arriving at a forecast or prediction of interest
0! measuring F estimating the fre<uencies with which of things occur 0C All
,H. A method" in which )rand e<uity is measured by comparing difference between the retail price of the
brand and the retail price of an unbranded product in the same category is called&
0A )rand goodwill method 0) 4rice premium method 0! )oth 0C 5one
-I. #edia planning includes&
0A assessing lost 0) selecting the right medium 0! both 0A and 0) 0C 5either 0A nor 0)
-'. In India" which commission curbs misleading advertisementsS 0A #2T4 0) #T4 0! IS4T 0C KT4
-+. In marketing Pinitiator; is a term which describes
0A who determines that some need is not being met and authorities a purchase to rectify the situation
0) who most directly involved in the consumption of the product 0! )oth 0C 5one
-,.. DDDDD recently has raised its stake beyond 'IY in a few blue chip companies evenafter the
insurance regulator I2CA decided to impose a cap of 'IY on the institution;s investment in a single
company.
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0A 1ife Insurance !orporation 0) $eneral Insurance !orporation0! Tata=AI$ Insurance 0C 5one
--. 1I! has made fresh investments in which of the following companies in which the investor now holds
more than 'IY of their respective e<uity capital. 0A Siemens 0) 4T! India 0! Tata 4ower 0C !ipla
0? All
-/. 2ATA5 Tata has finally pulled out its 5ano car pro9ect from DDD. ending months of speculations
about the fate of the country;s most awaited car. 0A Singur 0) Salboni 0! 4antnagar 0C 5one
-8. 5ame India;s largest company by market capitalization. 0A 2I1 0) Tata Steel 0! Jindal Steel 0C
5one
-L. The promoters of 2eliance Industries 02I1 recently converted their '+ crore warrants into an e<ual
number of shares hiking the promoter;s holding in the company to -HY" with /+Y voting rights. This
involves an infusion of around DDDD. into the company. 0A 2s '/"'-+ cr 0) 2s '8"'-+ cr 0! 2s /"'-+
cr 0C 2s 'I"'-+ cr
-M. SA4 consultancy Axon $roup is based on which country S 0A EX 0) India 0! $ermany 0C Italy
-H. %hich is SA4 consultancy Axon $roup in the news recently S
0A SA4 consultancy Axon $roup will recommend :!1 Technologies; Z--'.'=million buyout offer to its
shareholders" withdrawing its earlier recommendation of Infosys; Z-IL=million offer.
0) SA4 consultancy Axon $roup will open /II training centres in Asia
0! SA4 consultancy Axon $roup will recommend buying of T!S 0C 5one
/I. I!I!I )ank" !?( and #C X6 Xamath is took the help of DDDDDDD. to find his successor. The
professor obtained independent data regarding the leadership attributes of the shorlisted senior
management executives. 5ame him
0A 4rofessor %ayne )rockbank" a clinical professor of business at the Eniversity of #ichigan;s 2oss
School of )usiness
0) Cirector of II#" A;bad
0! #inistry of :2" $ovt of India
0C A committee formed of 4rofessor from all IITs
/'. !ross=selling coversV
0A Identifying customer needs 0) #atching the 4roducts to customer needs
0! !onvincing the customers of 4roduct benefits 0C 2esponding to <uestions and ob9ections of
customers 0? All
/+. A 4rospect meansV
0A Any customer who walks into the )ank 0) An employee of the )ank
0! A customer who is likely to be interested in )ank;s 4roduct or service 0C A Cepositor of the
)ank
0? A )orrower of the )ank
/,. A 1ead meansV
0A A 4rospect who is more likely to avail of the )ank;s 4roduct 0) A 4olitical 1eader
0! A 2eligious 1eader 0C A )ank !hairman 0? 5one
/-. Innovation meansV
0A !ompensation 0) Inspiration 0! Additional per<uisites 0C Implementing new ideas or new methods
0? 5one
//. A !all meansV
0A !alling on friends 0) !alling on )ank employees 0! !alling on prospective
customers
0C To make telephone calls 0? !alling on relatives
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/8. The Traditional #arketing style involvesV
0A Telemarketing 0) Cigital #arketing 0! Indirect #arketing 0C Cirect #arketing 0? All of these
/L. #odern methods of #arketing includeV
0A 4ublicity on the net 0) Advertisement on the net 0! Soliciting business through e=mails 0C
Telemarketing 0? All
/M. Sales forecasting involves=
0A Sales 4lanning 0) Sales pricing 0! Cistribution !hannels 0C !onsumer tastes 0? All
/H. A Target #arket isV
0A ?ntire country 0) ?ntire city 0! ?ntire globe
0C That which consists of customers who need theidentified product 0? All
8I. .ind the True statementV
0A #arketing is a waste of the employees; time 0) #arketing is not re<uired in India due to its vast
population
0! #arketing involves additional work 0C #arketing involves team work
0? #arketing is not re<uired today due to IT advancement
8'. In a Selling 4rocess in today;s worldV
0A (nly standard products are sold 0) 5o customization re<uired
0! The Seller need not have product knowledge 0C The Seller should aim at customer satisfaction
0? (nly <uantum of sales matters
8+. The choice between high markups and high volume is part of ******retailer marketing decisionsS
0A Target market decisions 0) 4roduct assortment and services decisions
0! 4ricing decisions 0C 4romotion decisions
8,. All of the following factors can affect the attractiveness of a market segment except &
0A the presence of many strong and aggressive competitors 0) the likelihood of government
monitoring
0! actual or potential substitute products 0C the power of buyers in the segment
8-. The type of sales force structure in which the sales force sells along product lines is called a
0A territorial sales force 0) product sales force 0! customer sales force 0C retail sales force
8/. Technological advances" shifts in consumer tastes" F increased competition" all reduce demand for a
product are typical of which stage in the 41!S 0A decline stage 0) introduction stage 0! growth stage 0C
maturity stage
88. !osts that do not vary with production or sales levels are called &
0A fixed costs 0) variable costs 0! standard costs 0C independent costs
8L. The advantages of audience selectivity" no ad competition and personalization apply to which type of
mediaS
0A 5ewspapers 0) Television 0! Cirect #ail 0C 2adio
8M. If your company were to make a product such as a suit of clothes and sold that product to a retailer"
your company would have sold to the *******market. 0A reseller 0) business 0! government
0C service
8H. The shrinking of distances due to technological advance such as computer and fax connections by
telephone" are one characteristic of what new challenge to marketingS
0A 2apid globalization 0) The changing world economy
0! The call for more socially responsible marketing 0C The micro=chip revolution
C+AT ) I,*
India" A;bad
LI. The goal of the marketing logistics system should be to provide &
0A a targeted level of promotional support. 0) a targeted level of customer service at the least
cost.
0! a targeted level of transportation expense ratio. 0C a targeted level of field support.
L'. The practice of going after a large share of a smaller market or subsets of a few markets is called &
0A undifferentiated marketing 0) differentiated marketing 0! concentrated marketing 0C turbo
marketing
L+. ***** has the advantage of being high in selectivityW low cost" immediacy" and interactive capabilities
0A Cirect #ail 0) (utdoor 0! (nline 0C 2adio
L,. #arketers are sometimes accused of deceptive practices that lead consumers to believe they will get
get more value than they actually do. **** includes practices such as falsely advertising AfactoryB or
AwholesaleB prices or a large price reduction from a phony high retail price.
0A Ceceptive promotion 0) Ceceptive packaging 0! Ceceptive pricing 0C Ceceptive cost structure
L-. ?ach salesperson is assigned to an exclusive area in which to sell the company;s full line of products or
services in which type of sales force structureS
0A Territorial sales force 0) 4roduct sales force 0! !ustomer sales force 0C :ybrid sales force
L/. Setting the promotion budget so as to match the budgets of the competition is characteristic of which of
the following budget methodsS
0A Affordable method 0) 4ercentage=of=Sales method
0! !ompetitive=and=parity method 0C (b9ective =and=task method
L8. **** is screening new=product ideas in order to spot good ideas and drop poor ones as soon as
possible.
0A Idea generation 0) !oncept development and testing 0c Idea screening 0C )rainstorming
LL. A firm 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.
0A product development 0) commercialization 0! marketing strategy 0C business analysis
LM. If a government uses barriers to foreign products such as biases against a foreign company;s bids" or
product standards that go against a foreign company;s product features" the government is using
0A protectionism 0) exchange controls 0! exchange facilitators 0C non=tariff trade barriers
LH. %hen personal interviewing involves inviting six to ten people to gather for a few hours with a trained
interviewer to talk about a product" service" or organization" the method is called &
0A selective sponsorship 0) probing 0! focus group interviewing 0C the Celphi method
MI. The most logical budget setting method is found in the list below. %hich is itS
0A Affordable method 0) 4ercentage=of=Sales method
0! !ompetitive=parity method 0C (b9ective=F=task method
M'. )ank #arketing menas =
0A Selling of )naks 0) )uting of banks 0! #erger of banks
0C selling bank's produts and services 0? Selling various items in banks
M+. 4roper pricing is needed for =
0A ?xtra charges of extra services 0) 1evy of 6AT 0! $ood customer services
0C 4utting burden on the customer 0? Service with extra facilities
M,. Alead means =
C+AT ) I,*
India" A;bad
0A A bank's marketing staff 0) A religious leader
0! )ank's chairman 0C Target !ustomer 0? 1eash tied to a dog
M-. A good salesman should be= 0A Aggressive 0) 4ushy 0! .ierce 0C 4olite" but firm
0? Talkative
M/. 2elationship selling means =
0A 4reparing a list of relatives 0) !ross selling 0! Selling to relatives 0C Selling to strangers 0?
Telemarketing
M8. AT#s are
0A )ranches of banks 0) #anned counters of banks 0! Enmanned cash dispensers 0C All 0?
5one
ML. :ome loans are granted to = 0A Individuals 0) Institutions 0! )uilders 0C All 0?
5one
MM. !redit cards are used for =
0A !ash withdrawals 0) 4urchase of air tickets 0! 4urchase of consumables from retail outlets 0C
All 0? 5one
MH. :5I means =
0A :ighly negative individual 0) :igh growth individual 0! :igh neutral individual
0C :ighly necessary individual 0? All
HI. ?conomists use the termDDto refer to a collection of buyers and sellers who transact in a particular
product class 0A !ustomer 0) #arket 0! ?xperience 0C 5one
H'. 1I! means 0A 1ife Insurance !orporation 0) 1ife Insurance !ommission0! 1ife India
!orporation 0C 5one
H+. #otivation meansV
0A Inspiring employees to perform better 0) )etter !ommunication Skills
0! Sales coaching 0C #arket 2esearch 0? 5one
H,. 4urchase of which of the following product is least likely to effect by demographic of factors.
0A A car 0) Table salt 0! !omputer for home use 0C .ast food 0? 1ow fat cheese
H-. In the process of buying routinely purchased items" buyers are sometimes also the
0A Ceciders 0) $atekeepers 0! Esers 0C Influencers 0? Informers
H/. #ost organizational purchase decisions are made by
0A (ne person 0) A team of purchasing agents 0! A firms buying centre
0C Inventory control personnel 0? The sales force
H8. The following does not represent a market situation&
0A A bank run dispensary located in its staff <uarters
0) A fund raising chairity show for the members of an 5$(
0! A meditation camp of a religious organisation conducted for its members
0C A stall distributing kada prasad in a gurudwara.
0? 5one
HL.The markets are grouped into different types based on the geographical area" location of market palace"
product" nature of transaction" and volume of the transaction & In the above statement the following is not
correct&
C+AT ) I,*
India" A;bad
0A 5ature of transaction 0) $eographical area 0! 1ocation of marketplace
0C 6olume of transaction 0? 5one
HM. The following offering is not a service &
0A .ixed deposit receipt 0) 4ostage stamp 0! $ift coupon of a chain store 0C Insurance 4olicy
HH. The act of obtaining a desired ob9ect from someone by offering something in return is called as a
0A Transaction 0) ?xchange 0! 2elationship 0C 6alue
'II. ?conomists use the term......to refer to a collection of buyers and sellers who transact in a particular
product class & 0A !ustomer 0) #arket 0! ?xperience 0C 5one
'I'. (ut of the items mentioned below"......is not a product&
0A 1ecture by Shri Sudhansu #ahara9 0) Simla 0! 6isit to )ank's 1ondon office 0C 5one
'I+. A product line is a group of related products that function in a similar manner" are sold to the same
customer groups" and marketed through the same type of outlets& 0A $roup 0) 1ine 0!
!ategory 0C #arket
'I,. $oods that are typically bought by a consumer based on a comparison of suitability" <uality" price" and
style are called.....goods& 0A Industrial 0) Specialty 0! Shopping 0C !onvenience
'I-. %hich is not one of the three levels of a product& 0A !ore 0) Augmented 0! Actual 0C
.ragmented
'I/. %hich is not an ob9ective of pricing &
0A 4rofit 0) Stabilising demand and sales of the product 0! Improvement in product <uality 0C
?xpansion of business
'I8. A bank has a special product for senior citizens which provides che<ue book on saving account with
customer name on it" free of cost debit card with overdraft facility of 2s '/"III" a special pouch for holding
passbook" che<ue book and debit card" facility for withdrawal and deposits at any branch of the bank" free
of cost remittances to any branch of the bank" and free of cost remittances to any branch of another bank
covered under 2T$S facility. %hich is the core product in this offeringS 0A (verdraft 0)
2emittances 0! Saving account 0C 5one
'IL. %hich pricing method is not based on competitors pricing &
0A ?nglish Auction 0) Sealed==)id Auction 0! $roup 4ricing 0C 5one
'IM. (f the following pricing strategies" ......is not ideal for new products &
0A #arket=Skimming 0) Ciscriminatory 4ricing 0!4romotional 4ricing 0C 5one
'IH. A...discount is offered by the seller to intermediary who performs functions like selling" storing and
record keeping 0A Kuantity 0) Trade 0! !ash 0C Seasonal
''I. In market skimming pricing strategy &
0A Initially price is lower and then it is increased 0) Initially price is higher and then it is reduced
0! Intial price is high and is maintained high 0C 5one
'''. )ank of #athura is offering 'Y higher interest rate on fixed diposite to senior citizens of 8I years and
above. It is practising...... & 0A 4romotional pricing 0) 4sychological pricing 0! Segmental pricing 0C
4roduct mix pricing
''+. %ith....pricing" the products are priced below list price 0or even below costfor a temporary period to
create buying urgency & 0A 2eference 0) )y=product 0! 4romotional 0C #arket penetration
'',. (f the following pricing methods"....is not cost=based method.
C+AT ) I,*
India" A;bad
0A 6alue pricing 0) Target=return pricing 0! #ark=up 4ricing 0C #arginal cost pricing
''-. %hich approach to international marketing involves least risk and minimum effortS
0A licensing 0) exporting 0! franchising 0C 9oint venturing
''/. In the new millennium" marketing will make connections. %hich of the following connections would be
most likely if marketing wished to broaden its connectionsS
0A !onnections with customers 0) !onnections with employees
0! !onnections with the world around us 0C !onnections with marketing partners
''8. An attribute of a product that is desired by customers in a target market and which competing
products cannot match is termed as 0A A strength 0) A differential advantage 0! A selling point 0C
A benefit
''L. Sales forecasting involves
0A Sales planning 0) Sales 4ricing 0! Cistribution channels 0C !onsumer tastes 0? All
''M. A target market is
0A ?ntire !ountry 0) ?ntire city 0! entire word 0C customers who need the identified product 0? All
''H. ?ven though a firm may have stated list prices and discount structures" the customer may pay an
even lower price through what type of pricingS 0A (pen bidding 0) Administered pricing 0!
Sealed bidding 0C 5egotiated pricing
'+I. %hich of the following elements of the international marketing mix can act as the greatest impediment
to effective marketing in a foreign marketS 0A pricing 0) product 0! promotion 0C
distribution
'+'. In addition to product" price" promotion and place" the extended marketing mix for services includes all
of the following ?xceptS 0A people 0) packaging 0! physical evidence 0C process
'++. In the process of buying routinely purchased items" buyers are sometimes also the
0A Ceciders 0) gatekeepers 0! users 0C Influencers 0? Informers
'+,. #ost organizational purchase decisions are made by
0A (ne person 0) a team of purchasing agents 0! A firm;s buying centre
0C Inventory control personnel 0? The sales force
'+-. A change in an individual;s behaviour prompted by information and experience is called&
0A learning 0) 2ole selection 0! perception 0C enculturation 0? #otivation
'+/. The marketing mixes of orgnizations that market services include product" price" promotion" place and
0A packaging 0) premiums 0! people 0C purchasing 0? 5one
'+8. Two components of marketing strategy are&
0A marketing ob9ectives and promotion 0) marketing mix and marketing ob9ectives
0! target market and marketing mix 0C target markets and promotions 0? 5one
'+L. All of the following are marketing management tasks ?xcept&
0A marketing planning 0) (rganizing marketing activities
0! !o ordination and marketing activities 0C pro9ect development and analysis 0? #arketing
control
EKER*I&E ;
C+AT ) I,*
India" A;bad
'. A Safe Ceposit 1ocker can be canvassed among
A. All ?xisting account holders ). 4ersons below poverty line !. Students C. Jewelers ?. AT#
!ardholders
+. Telemarketing means
A. Selling Telephones ). Sending S#S messages !. !hatting on the phone
C. #arketing through phone calls ?. #arketing in person
,. The ES4 of a !redit !ard is
A. !ashless (perations ). (nly for :5Is !. (nly for #en C. (nly for employed 4ersons ?. Transactions
by che<ue
-. ?#I can be a marketing tool if
A. ?#I is increasing ). It's very high !. It is very low C. ?#I has no impact on marketing
/. The ES4 of a !urrent Account is
A. :igh 4rofitability ). 1i<uidity !. 1ow 2ate of Interest C. !ostly Transactions ?. .riendly .eatures
8. )ancassurance means
A. Assurance of banks for <uality service ). Assurance for sanction of loans
!. Selling of insurance products by banks C. Selling !redit !ards
L. $ood competition helps in
A. Improved Sales ). Improved !ustomer Service !. Improved brand image C. All ?. 5one
M. )anks sell insurance for
A. Increasing Ceposits ). Increasing 1oans !. Increasing !lients
C. ?arning more profits ?. Taking over insurance companies
H. A Cebit !ard can be issued to
A. (nly Income Tax assesses ). (nly 4rofessionals !. (nly %omen C. All farmers ?. All Savings
Account holders
'I. #utual .unds investments can be effectively canvassed among
A. (nly salaried persons ). Students availing ?ducation 1oans !. :5I !ustomers C. Sunrise Industries
?. 4oor .ormers
''. 4roduct Cesign is a function of
A. .ront office staff ). )ack office staff !. #anagement C. #arketing F 2esearch team ?. 1oan
section
'+. The target group for 4ersonal 1oans is
A. All 4rivate 1td !ompanies ). All )usinessmen !. All Salaried persons C. #inor !hildren ?.
5ewborn infants
',. Advertisement is a type of
A. Cirect #arketing ). Service #arketing !. Indirect #arketing C. Internet banking ?. Internal
#arketing
'-. The sales process begins with
A. !ustomer Identification ). 1ead $eneration !. Sales 4resentation C. Sales closure ?. Sales meet
'/. .inancial 4lanning is re<uired when
A. (ne has no income ). (ne is flushed with funds !. (ne has no expenses
to incur
C+AT ) I,*
India" A;bad
C. (ne is illiterate ?. Income level is insufficient to meet the expenses
'8. A6alue Added ServicesB implies S
A. Additional Xnowledge of marketing staff ). Service beyond normal :ours !. Service with extra
facilities C. #arketing Agencies ?. (vertime work
'L. (ptimum 2esults in marketing is possible through
A. Increased 4roduction ). #ore number of 4roducts !. #ore salespersons C. #otivated Staff ?.
#ore AT#s
'M. #utual .und business from existing customers can be canvased by
A. !oercion ). !ross=Selling !. Internal #arketing C. (utdoor #arketing ?. 2oad=Shows
'H. #arketing in banks has been necessitated due to
A. $lobalization ). ?xcess staff !. 5ationalization of banks C. !omplacency among the staff ?. 4oor
customer services
+I. #arket 2esearch is necessary for
A. Taking proper marketing decisions ). !hoosing the right products !. Selecting the right
salespersons
C. All ?. 5one
EKER*I&E <
'. #arketing is the art of **********
A. )uying more ). 4aying more !. Selling more C. Talking more ?. (nly A and )
+. #arketing of services is resorted in ***************
A. #anufacturing concerns ). Insurance business !. :ostels C. (nly A and ) ?. (nly ) and !
,. #arketing is a ***************
A. (ne day effort ). Team effort !. (ne man effort C. All ?. 5one
-. Service marketing is the same as **********
A. Transaction marketing ). 2elationship marketing !. Internal marketing C. (utdoor marketing ?. All
/. $ood marketing re<uires one of the following*********
A. 4roper planning ). $ood team work !. $ood communication skills C. Xnowledge of products ?. All
8. #arketing in banks is a necessity today" due to ********
A. 1iberalization ). 5ationalization !. .ashion C. Erbanization
?. #arketing in banks Is not necessary" as banking in india is more than +II years old
L. #arketing is influenced by ***********
A. 4roduct demand ). 4ublic taste !. )uyer behaviour C. )rand image ?. All
M. #arket share means **************
A. Share market ). Share prices !. I4(s C. Scope for marketing ?. Share for business among peers
H. #arketing helps in ***********
A. )oosting production ). $etting new clients !. Interacting with strangers C. All ?. 5one
'I. A CSA helps in *************
A. )oosting direct sales ). )oosting sales through the net !. Strengthening indirect
marketing
C. Strengthening telemarketing ?. All
C+AT ) I,*
India" A;bad
''. A CSA 0Cirect Selling Agent is one *************
A. %ho sells through the internet ). %ho sells direct to the client !. %ho works on the
bank counters
C. %ho works in bank office setup ?. 5one
'+. Selling is *******************
A. Cifferent from marketing ). A sub=function of marketing !. Same as marketing C. #ore than
marketing ?. 5one
'/. %hich of the following statements is correct S
A. #arketing is not re<uired due to globalization ). #arketing causes higher expenses and
losses
!. #arketing is not re<uired in profit making companies C. #arketing sharpens the mind of the
employees
?. #arketing is a waste of time in established companies
'8. A true marketing mindset re<uires*************
A. !ontrol mindset ). !ommand mindset !. 4assive mindset C. Active mindset ?. Inert mindset
'L. Innovation means ************ A. Inspiration ). ?nthusiasm !. !ompensation C.
!reativity ?. All
'M. Internal marketing means *****************
A. #arketing to self ). #arketing to family members !. #arketing to the staff members
C. #arketing inside India ?. #arketing outside India
'H. #odern styles of marketing are ****************
A. Telemarketing ). %eb marketing !. Advertisement on the net C. ? G mails ?. All
+I. A good and effective CSA should *************
A. !opy the competitor company ). !riticize the competitor company !. Join the competitor company
C. )e passive ?. )e more effective than the competitor company
EKER*I&E 3
'. Cirect #arketing means ***********
A. Advertisements ). )anners !. .ace=to=face selling C. Selling by all staff ?. Achieving targets
+. %eb marketing involves ***********
A. Selling web cameras ). %eb advertisements !. ?=mail chatting C. )rowsing the web ?. Coor=to=
Coor canvassing
,. The ultimate aim of #arketing is to provide**********
A. #ore business to the !ompany ). #ore profit !. #ore staff C. #ore production ?. #ore products
-. Selling 4rocess includes **************
A. 4ublicity ). 1ead generation !. !ross=country contacts C. 4roduct Cesigning ?. 4roduct 2e=
designing
/. #arket share means ***********
A. 4aid up capital ). Shares held by employees
!. Share of business volume as compared to other companies C. Share price of the firm <uoted in the
market
?. Sensex
8. #arket share can be increased by *************
A. Increasing the number of sales persons ). Increasing the sales volume !. Increasing the
products
C+AT ) I,*
India" A;bad
C. Increasing production ?. 2ewriting profits
L. #arket segmentation means
A. Segmentation of sales teams ). Allocation of territory !. Sales
arrangement
C. Segmentation of target group according to their needs ?. All hospitals
M. 2eferral means ***********
A. Sales person ). All customers
!. 1ead provided by operation staff C. !alling existing purchasers ?. All purchasers
H. AES4B in marketing means
A. Eni<ue Selling 4ractices ). Eniform Selling 4ractices !. Enited Sales 4ersons
C. Eni<ue Selling 4roposition?. Eseful Sales 4erson
'I. The meaning of A!onversationB in terms of sales is
A. Cesigning new products ). !onverting 4urchasers into sellers
!. !onverting sellers into purchasers C. !onverting perspective customers into purchasers
?. !onversion of religion
''. (nline #arketing is mostly useful for marketing of
A. Saving Accounts ). !redit cards !. :ome loans C. 52I deposits ?. )usiness accounts
'+. !ross selling means
A. !ity to city sales ). Selling with cross face !. Selling with crossed finger
C. Selling products to existing customers ?. !old calling
',. #arketing Strategy means S
A. Ideas for new employment ). (ld techni<ues of selling
!. Techni<ues for improving marketing activities C. Techni<ues for increasing production ?.
5etworking
'-. Target group meansS
A. All purchasers ). All sales persons !. Targeted purchasers C. All consumers ?. Celivery persons
'/. %hat is the ES4 of saving accountsS
A. :igh rate of interest ). ?asy operation !. 2isky transactions C. ?xpensive transactions ?. )ack
office facility
'8. %hich one of the following is not a target group for saving accounts S
A. Salaried persons ). 1oss making companies !. Coctors C. $overnment employees ?. Insurance
agents
'L. Target group for home loans is
A. ?xisting creditors ). 4ersons having no house of their own !. 4ersons having one or more than
one house
C. )uilders ?. 52Is
'M. Cigital marketing is similar to
A. (nline marketing ). !old calling !. %eb designing C. #arket for cast ?. (utdoor marketing
'H. .ull form of CSA is *********
A. Celivery Staff Agency ). Cirect Selling Agency !. Cistributors and Supply Agency C. Criving Sales
Ahead
C+AT ) I,*
India" A;bad
EKER*I&E >
'. #arketing in )anks is re<uired for ************
A. $etting new customers ). 2etaining existing customers !. 1ending C. Accepting of deposits ?. All
+. Service #arketing is the same as *************
A. 2elationship #arketing ). Transaction #arketing !. Internal #arketing C. All ?. 5one
,. #arket Size means ****************
A. Size of marketing Staff ). Size of the organization !. Scope for profits C. Scope for marketing ?.
5one
-. #arket share means ***********
A. #arket price of shares ). Sensex !. Share market C. Share of business among peers ?. #arket
volatility
/. Internal #arketing means **********
A. Selling to oneself ). Selling to the employees !. Selling of samples C. Selling to foreign markets ?.
5one
8. A Pcall; means A. A profession ). Teletalk !. !alling on a 4rospect C. A call center ?.
All
L. A P!all !entre; is *********
A. A place where salesmen meet every day ). A training centre
!. A back office set up where customer <ueries are answered C. !ustomers meeting place ?. All
M. A presentation means **********
A. Cisplay of products). ?xplaining the utility of products !. A gift C. Cisplay of communication skills ?.
All
H. A CSA means **********
A. Cirectly Selling Authority ). Cirectly Selling Agent !. Cirect Selling Authority
C. Cirect Selling Agent ?. Cistributors F Selling Agencies
'I. P)enchmark; means ****************
A. 4roducts lined up on a bench ). Salesmen sitting on a bench !. Set standards
C. #arks on a bench ?. 5one
''. 6alue G added services means **************
A. $iving full value for money ). )etter value for higher price !. !ostlier service
C. Additional service ?. All
'+. !2# means ***********
A. !ustomer 2elationship #anagement ). !ustomer 2etention #anager !. !ustomer 2elatives
#eet
C. !hannel 2out #arket ?. !hannel 2epresentative #anager
',. A PTarget $roup; in #arketing *********
A. To whom the sales should be directed ). A group of sellers !. A group of buyers C. A group of
products ?. All
'-. The target group for credit cards is ***********
A. All !ard :olders ). All existing borrowers !. Individuals with taxable income C. All ?. 5one
C+AT ) I,*
India" A;bad
'/. )ancassurance means *************
A. Assurance given by banks to 1oanees ). Assurance to bank with one bank !.
Assurance to repay loans
C. Assurance to give good service ?. Selling insurance products through banks
'8. !ross G Selling means ***********
A. Selling with a cross face ). Selling to 2ed !ross members !. Selling to )lue !ross
members
C. Selling across countries ?. Selling other products to existing customers
'L. AT# means ************
A. Any Time #arketing ). Any Time #oney !. Any Time #achine
C. Automatic Teller #achine ?. Automatic Teller #oney
'M. Cigital #arketing is ************
A. A way of Cirect #arketing ). A way of Indirect #arketing !. A strategy of the CSAs C. All
?. 5one
'H. #arket Segmentation helps in ************
A. Identifying the target group ). .ocused marketing !. Improved lead generation
C. (nly 0A and 0) ?. All
+I. (nly one of the following is true. .ind the same
A. #arketing is not re<uired in a monopolistic situation ). #arketing is not re<uired in 4ublic
enterprises
!. #arketing depends on competitors; performance C. #arketing has no role to play in production
levels
?. #otivated employees do not re<uire sales incentives
+'. 4rice is an important factor for effective marketing. %hat are the other 4s S
A. 4roduct" 4romotion F 4lace ). 4lace" 4ersuasion F 4romotion !. 4rice" 4erson F 4lace
C. 4roduct" 4aper F 4erson ?. 5one
++. Advertisements are re<uired for *************
A. )oosting the production levels ). #otivating the employees !. All C. 5one
+,. Sales forecasting involves study of **************
A. 4roper selling price). Sales planning !. Cistribution outlets C. !onsumer needs and demands ?.
All
+-. #arket 2esearch is needed for ***********
A. !hoosing the right sales person ). !hoosing the right products !. #arking proper marketing
decisions
C. Ceciding the sales incentives ?. 5one
+/. #arketing is termed as successful" when ***********
A. There is a rise in the number of salesmen). There is no need for post=sales services
!. There is no need to give discounts C. There is rise in sales through more clients
?. #arketing is an ongoing process and hence" can never be successful
C+AT ) I,*
India" A;bad
AN&WER& EKER*I&E :
'. 0! +. 0C ,. 0) -. 0A /. 0) 8. 0A L. 0A M. 0C H. 0C 'I. 0)
''. 0? '+. 0C ',. 0! '-. 0) '/. 0! '8. 0! 'L. 0! 'M. 0) 'H. 0C +I. 0)
+'. 0! ++. 0! +,. 0A +-. 0) +/. 0! +8. 0C +L. 0C +M. 0! +H. 0) ,I. 0!
,'. 0! ,+. 0) ,,. 0) ,-. 0C ,/. 0C ,8. 0! ,L. 0C ,M. 0A ,H. 0) -I. 0!
-'. 0A -+. 0A -,. 0A --. 0? -/. 0A -8. 0A -L. 0A -M. 0A -H. 0A /I. 0A
/'. 0) /+. 0! /,. 0A /-. 0C //. 0! /8. 0! /L. 0? /M. 0? /H. 0C 8I. 0C
8'. 0C 8+. 0! 8,. 0) 8-. 0) 8/. 0A 88. 0A 8L. 0! 8M. 0A 8H. 0A LI. 0)
L'. 0! L+. 0! L,. 0! L-. 0A L/. 0! L8. 0! LL. 0A LM. 0C LH. 0! MI. 0C
M'. 0C M+. 0! M,. 0C M-. 0C M/. 0) M8. 0! ML. 0A MM. 0C MH. 0) HI. 0)
H'. 0A H+. 0A H,. 0) H-. 0A H/. 0! H8. 0C HL. 0! HM. 0! HH. 0) 'II. 0)
'I'. 0! 'I+. 0) 'I,. 0! 'I-. 0C 'I/. 0C 'I8. 0! 'IL. 0! 'IM. 0) 'IH. 0) ''I. 0)
'''. 0! ''+. 0! '',. 0A ''-. 0) ''/. 0! ''8. 0) ''L. 0? ''M. 0C ''H. 0C '+I. 0C
'+'. 0) '++. 0A '+,. 0! '+-. 0A '+/. 0! '+8. 0! '+L. 0C
AN&WER& EKER*I&E ;
'. A +. C ,. A -. ! /. ) 8. ! L. ) M. C H. ? 'I. A
''. ) '+. ! ',. A '-. A '/. ? '8. ! 'L. C 'M. ) 'H. A +I. C
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