Marketing Management | Chapter 1 | Part 3 | MBA MCQs | MM

Marketing Management MCQs

  

 

1. One distinguishing factor between a brand name and a brand mark is that a brand name ………
   1.   creates customer loyalty.
   2.   consists of words.
   3.   implies an organization's name.
   4.   identifies only one item in the product mix.
2. The following is not a benefit of multiple packaging ……..
   1.   Facilitates special price offers
   2.   Increases demand
   3.   Increases consumer acceptance of the product
   4.   Provides an overall image of the firm
3. Labeling is important for three reasons, including promotional, legal reasons and ……..……
   1.   Marketing
   2.   Informational
   3.   Strategic
   4.   Branding
4. …………. pass through four stages: distinctiveness, emulation, mass fashion, and decline
   1.   Fashions
   2.   Styles
   3.   Fads
   4.   Product life cycles
5. In a ………… pattern of the product life cycle, sales grow rapidly when the product is first
   introduced and then fall to a "petrified" level.
   1.   cycle-recycle
   2.   scalloped
   3.   growth-slump-maturity
   4.   fashion
6. The new product development process involves a number of stages. The best estimate of the new product's likely profitability is likely to be made at ……..
   1.   Idea generation
   2.   Idea evaluation
   3.   Market testing
   4.   Brainstorming
7. To have value, a brand must offer ……….
   1.   A simple product range with a defined set of features
   2.   An identity through which the customer can trace the party responsible for supplying the product
   3.   A complex product range with a defined set of features
   4.   Consistency, a reduced level of perceived risk for the buyer, and a range of functional and
      emotional attributes which are of value to buyers
8. An example of a convenience consumer product is ……..
   1.   stereo equipment
   2.   a motorcycle.
   3.   petrol.
   4.   a bicycle.
9. ……….. calls for testing new-product concepts with groups of target consumers.
   1.   Concept development
   2.   Concept testing
   3.   Idea generation
   4.   Idea screening
10. A ………. is the way consumers perceive an actual or potential product.
    1.   product idea
    2.   product concept
    3.   product image
    4.   test market
11. When backed by buying power, wants become _____.
    1.   Social needs
    2.   Demands
    3.   Physical needs
    4.   Self esteem
12. The product life cycle presents two major challenges. First, a firm must be good at developing new products to replace aging ones. Second, a firm must be good at:
    1.   acquisition of other companies since this is the only real way to ensure new product success--go with
       what has worked in the past
    2.   adapting its marketing strategies in the face of changing tastes, technologies, and
       competition as products pass through life-cycle stages.
    3.   image building to ensure that products sell well.
    4.   primary demand forecasting so product winners can be chosen rather than making poor
       investments with product losers.
13. Original products, product improvement, product modifications, and new brands that a firm
    develops through its own research and development efforts are called :
    1.   New Products
    2.   Concept Products
    3.   Altered Products
    4.   Supplemental products
14. If a new product has higher quality, new features, and higher value in use than its competition ,
    then it is called an:
    1.   Unique superior product
    2.   Synergistic Product
    3.   Positioned product
    4.   Pre –Launch Product.
15. Which of the following would be a key success factor in developing new products?
    1.   A well – defined product concept
    2.   A product priced well below market or industry standards
    3.   A product that appeals to the late majority
    4.   A product that can be sold over the internet with a minimum of explanation
16. To create successful new products, a company must understand consumers, markets and
    competitors and :
    1.   Develop a great advertising campaign
    2.   Develop products that deliver superior value to consumers
    3.   Adopt a push rather than pull promotional concept
    4.   Have a strong Web site to push the product.
17. Which of the following best describes the first stage of new – product development process ?
    1.   Business Analysis
    2.   Concept Development and Testing
    3.   Idea Screening
    4.   Idea Generation
18. The systematic search for new-product ideas is characteristic of which stage in the new- product
    development process ?
    1.   Business Analysis
    2.   Concept Development and Testing
    3.   Idea Generation
    4.   Idea Screening
19. After idea generation has occurred in the new-product development process, the next stage is
    most likely to be :
    1.   Idea Generation
    2.   Idea Screening
    3.   Concept Development and Testing
    4.   Test Marketing
20. All of the following are thought to be sources of new product ideas EXCEPT :
    1.   Internal Sources
    2.   The local Library
    3.   Competitors
    4.   Customers