Q1.

According to Philip Kotler, A product meets the needs of a consumer and in addition to a
tangible value this product also has an abstract value.____________refers to all additional factors
which set the product apart from that of the competition.
(a) Potential Product
(b) Augmented Product
(c) Generic Product
(d) Core Product
(e) Expected Product

S1. Ans.(b)

Q2. Brand Equity is the value of a brand that is expressed in financial, strategic and management
advantages and benefits for the firm that owns the brand. Which of the following can be a
benefit of a high brand equity?
(a) high perception of quality
(b) high brand loyalty
(c) high sales percentages
(d) lower introductions costs
(e) All of the above

S2. Ans.(e)

Q3. Mark Zuckerberg started Facebook as an Internet which was initially marketed exclusively to
college students before exploding onto the cultural and societal landscape in the US and then
internationally. The initial marketing was an example of-
(a) Social Media Marketing
(b) Catalog Marketing
(c) Niche Marketing
(d) Community Marketing
(e) Content Marketing

S3. Ans.(c)

Q4. Among the following choice, all can be considered true about market penetration pricing
EXCEPT-
(a) cause quick diffusion and adoption of your product in the market.
(b) because of thinner profit margins, efficiency is not a priority.
(c) help create enthusiasm for your product from the distributors of the product.
(d) discourage competitors from entering the market.
(e) create goodwill among the first customers that purchase the product due to the aggressive
pricing

S4. Ans.(b)

Q5. Customer _________________ creates descriptive segments or groups of customers which have
specified characteristics.
(a) Positioning
(b) Profiling Segmentation
(c) Segmentation
(d) Differentiation
(e) Profiling
S5. Ans.(e)

Q6. A pull strategy involves motivating customers to seek out your brand in an active
process.Which of the following is a suitable pull strategy? 
(a) Trade Show Promotions
(b) Direct Selling
(c) Packaging Design
(d) Sales promotions & discounts
(e) POS Displays

S6. Ans.(d)

Q7. For most up-and-coming brands hungry to expand the dangers of a channel conflict are real.
Among the following all are potential negative consequences of channel conflict EXCEPT-
(a) Existing distributors will push your brand
(b) Declining sales
(c) Bad PR
(d) Price wars
(e) Unhappy customers

S7. Ans.(a)

Q8. The most feasible and logical response a market leader can make when defending its market
share is shown by which of the following options? 
(a) Continuous Innovation
(b) Basic cost control maintenance
(c) Provide expected benefits
(d) Meet challengers with a swift response
(e) Aggressive promotion

S8. Ans.(a)

Q9. Which one of the following is a feature of Reactive Marketing? 

(a) is viewed and treated as a manageable business process.
(b) is not done based on fads or desperation, but only with time-honoured methods
(c) Referrals occur whenever the customer decides to call
(d) “Spray and Pray” blasts of bulk mail, coupons and emails are never used.
(e) None of the above

S9. Ans.(c)

Q10. Adidas may have 5 different sub-classes(say Basketball Shoes, Athletics Shoes, Tennis Shoes
etc.) under the category of sports shoes. What would be the correct term for this?
(a) Product Length
(b) Product Width
(c) Product Line
(d) Product Depth
(e) None of the above

S10. Ans.(d)