Marketing Management
Comprehensive test covering core marketing management concepts including market segmentation, marketing orientation, strategic alliances, and value delivery processes based on frameworks from leading marketing experts.
Questions
Prof. Mohan Sawhney has proposed the concept of ___________________ to describe two or more associated products and services that are some what related to each other in the mind of consumers, but are spread across diverse set of industries.
- meta market
- vertical integration
- horizontal integration
- beta marketing
- synchronized marketing
Business firms consist of four organizational levels:
The _______ , the divisional level, the business unit level, the product level.
- board of director level
- major stockholders level
- corporate level
- management team
- Strategic level
Japanese have improve the value delivery process that include ___________.
- zero defect
- the Zero Customer Feedback Time
- zero price
- zero cost
- zero lot size
If the marketing manager of a firm has opted growth via current product sold to new markets, then his firm would c hoose a ___________ strategy.
- market - penetration
- market development
- product - development
- market diversification
- none of these
McDonald and Disney often colaborated and offer product related to latest Disney movie as a part of happy meal for kids. What can be the best discription of this kind of alliance?
- Product alliance
- Logistic alliance
- Pricing collaboration alliance
- Service alliance
- Promotional alliance
Which of the following describes the way people dress, talk to one another and greet their customers in an organization?
- Strategic orientation
- Competitive positioning
- Distinctive Advantage
- HR training strategy
- Corporate Culture
According to Kotler, what are the three hurdles that company faces in converting to marketing orientation?
- Organized resistance, slow learning, and fast forgetting
- Management, customer reaction, and competitors' response
- Decreased profit, increased R and D, and additional distribution
- Forecasted demand, increased sales expenses, and increased inventory cost
- Customer focus, profitability and slow learning
Which organization according to Prof. George Day is excelling in three different capabilities:market sensing, customer linking, and channel bonding?
- Production-driven
- Decision-driven
- Human Resource-driven
- Engineering-driven
- Market-driven
Which concept specifies that consumers will prefer those products that give them most quality, performance, or innovative features?
- Product
- Marketing
- Production
- Selling
- Holistic marketing
Which of the following is considered to be the activity involved in defining target market and acquiring new customers?
- Customer acquisition process
- Customer relationship management process
- Fulfillment management process
- Customer prospecting process
- Customer equity process
According to Kotler For each target market, the firm develops a ________. Positioning of offering is done in the mind of buyers showing them some important benifits.
- value offering
- niche offering
- market offering
- segment offering
- none of these
According to Kotler, firms that follows both a reactive and proactive marketing orientation are applying a ________ and are likely to do very well.
- total market orientation
- external focus
- customer focus
- competitive strategy
- none of these
Incase a marketer decides to use warehouses, transportation companies, banks, and insurance companies to facilitate transactions with potential buyers, the marketer is using a ________.
- distribution channel
- service channel
- communication channel
- intermediary channel
- none of these
When doing market segmentation analysis, the marketer finds which segments has the greatest opportunity. These segments are called ________.
- primary markets
- niche markets
- demographic markets
- target market
- none of these
What is the reason behind rising promotion cost and shrinking profit?
- Globalisation
- Privatisation
- Deregulation
- Changing technology
- High level of competition