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Marketing Study Material for SBI Associate Clerk

Basic Marketing Terminology Marketing- Marketing is used to create the customer, to keep the customer and to satisfy the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. Goods- Physical goods that may be manufactured, produced in farms or mined. Services-These are intangible products that involve performing some service for the customers. This may be service performed on the customer, like a haircut, on customer’s possessions, like servicing of car, or for the customer, like screening of a movie. Services account the maximum marketing effort after products in most of the countries SWOT Analysis-SWOT analysis (alternatively SWOT Matrix) also sometimes known as TOWS, is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. A SWOT analysis can be carried out for a product, place, industry or person. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. Strengths: characteristics of the business or project that give it an advantage over others Weaknesses: are characteristics that place the team at a disadvantage relative to others Opportunities: elements that the project could exploit to its advantage Threats: elements in the environment that could cause trouble for the business or project Marketing Research- Marketing research is “the process or set of processes that links the consumers, customers, and end users to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.” CRM-Customer relationship management solutions provide you with the customer business data to help you provide services or products that your customers want, provide better customer service, cross-sell and up sell more effectively, close deals, retain current customers and understand who the customer is. Consumer Behaviour-Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Market Segmentation- Market segmentation is done to target specific customers according to

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the products. Types Mass Marketing: In mass marketing the seller or the marketer of the product targets the mass market or the entire consumer base. Here the seller engages in mass production and uses the mass distribution system to reach all the customers in the market. The promotional and advertisements are very much generic in nature attract the entire consumer base Segment Marketing: In Segment marketing, the seller or marketer divides the market into different segments depending on the consumers’ buying behavior, requirements, purchasing power, location and age level. Segment marketing helps the marketer to connect to each type of customers in the best possible way. Niche Marketing: In Niche marketing, the seller caters to a very specific market segment which requires more attention and very high quality of services. Here the market segment size is very small which enables the seller to provide the niche area of services. Local Marketing: In Local marketing, the seller or the marketer only concentrates in the local market Individual Marketing: It is almost same as Direct Marketing where the marketers target the individual customers separately either through direct communication channels or salesmen Brand- Brand is the “name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers”. Brand awareness- refers to customers’ ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. The brand name -is quite often used interchangeably with “brand”, although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a “brand name” constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. Brand Positioning- is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Re-positioning- involves changing the identity of a product, relative to the identity of competing products. De-positioning- involves attempting to change the identity of competing products, relative to the identity of your own product. Packaging: Packaging is the science, art, and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects,





preserves, transports, informs, and sells. Labeling: It is Display of information about a product on its container, packaging, or the product itself. 7P’s of Service Marketing The first four elements in the services marketing mix are the same as those in the traditional marketing mix. . Product: In case of services, the ‘product’ is intangible, heterogeneous and perishable. Pricing: Pricing of services is tougher than pricing of goods. Place: Since service delivery is concurrent with its production and cannot be stored or transported, the location of the service product assumes importance. Promotion: Since a service offering can be easily replicated promotion becomes crucial in differentiating a service offering in the mind of the consumer. People: People are a defining factor in a service delivery process, since a service is inseparable from the person providing it. Process: The process of service delivery is crucial since it ensures that the same standard of service is repeatedly delivered to the customers. Physical Evidence: Since services are intangible in nature most service providers strive to incorporate certain tangible elements into their offering to enhance customer experience. Advertising- Advertising 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 Business-to-business- Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer Mergers and Acquisitions- The phrase mergers and acquisitions (abbreviated M&A) refers to the aspect of corporate strategy, corporate finance and management dealing with the buying, selling and combining of different companies that can aid, finance, or help a growing company in a given industry grow rapidly without having to create another business entity. A merger is a tool used by companies for the purpose of expanding their operations often aiming at an increase of their long term profitability. An acquisition, also known as a takeover, is the buying of one company (the ‘target’) by another.

Marketing definition- According to American Marketing Association (1948) - "Marketing is the performance of business activities directed toward, and incident to, the flow of goods and services from producer to consumer or user." AMA (1960) - "Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user." According to Kotler (2000) - "A societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of





value with others." Meaning of Marketing Process The Marketing Process of a company typically involves identifying the viable and potential marketing opportunities in the environment, developing strategies to effective utilise the opportunities, evolving suitable marketing strategies, and supervising the implementation of these marketing efforts. Marketing process involves ways that value can be created for the customers to satisfy their needs Definition of Marketing Mix According to Philip Kotler - "Marketing Mix is the combination of four elements, called the 4P's (product, Price, Promotion, and Place), that every company has the option of adding, subtracting, or modifying in order to create a desired marketing strategy" In case of services, the producer-oriented model of marketing mix is consists of 7P's. Including the above 4P's there are additional 3P's - Physical Evidence, People, and Process. Physical evidence refers to elements like uniform of employees, signboards, and etc. People refers to the employees of the organisation comes in contact with the customers in the process of marketing. Process refers to the systems and processes followed within organisation. 4C's - Consumer-oriented model of marketing Mix Consumer - In this model the Product is replaced by Consumer. Marketers focuses more on consumer satisfaction. The product is designed and produced keeping in consideration the requirements of consumer. Cost - Price is replaced by Cost. Here the cost refers to the total cost of owning a product. It includes cost to use the product, cost to change the product, and cost of not choosing the competitor's product. Communication - Promotion is replaced by Communication. Communication includes advertising, public relation, personal selling, and any method that can be used for proper,timely, and accurate communication between marketer and consumer. Convenience - Place is replaced by Convenience. it focuses on ease of buying, convenience in reaching to the store/product, and convenience in getting product information. Meaning of Product Development Product means a good, service, idea or object created as a result of a process and offered to serve a need or satisfy a want. Development means the act or process of growing, progressing, or developing. Product Life Cycle Concept The time period of product life cycle and the length of each stage varies from product to product. Life cycle of one product can be over in few months, and of another product may last for many years. Stages of the Product Life Cycle The four major stages of the product life cycle are as follows :-





1. Introduction, 2. Growth, 3. Maturity, and 4. Decline. Introduction Stage At this stage the product is new to the market and few potential customers are aware with the existence of product. At the introductory stage :- The product is unknown, The price is generally high, The placement is selective, and The promotion is informative and personalised. Growth Stage At this stage the product is becoming more widely known and acceptable in the market. At the growth stage :- The product is more widely known and consumed, The sales volume increases, The price begin to decline with the entry of new players, The placement becomes more widely spread, and The promotion is focused on brand development and product image formation. Maturity Stage At this stage the product is competing with alternatives. At maturity stage :- The product is competing with alternatives, The sales are at their peak, The prices reaches to its lowest point, The placement is intense, and The promotion is focused on repeat purchasing. Decline Stage At decline stage :- The product faces reduced competition, The sales volume reduces, The price is likely to fall, The placement is selective, and The promotion is focused on reminding. Definition of Branding According to American Marketing Association - Brand is “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.” According to Philip Kotler - “Brand is a name, term, sign, symbol, design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors”





Branding is a process of creating a unique name and image for a product in the mind of consumer, mainly through advertising campaigns. A brand is a name, term, symbol, design or combination of these elements, used to identify a product, a family of products, or all products of an organisation. Branding is an important component of product planning process and an important and powerful tool for marketing and selling products. Elements of Branding Brand includes various elements like - brand names, trade names, brand marks, trade marks, and trade characters. The combination of these elements form a firm's corporate symbol or name. Brand Name - It is also called Product Brand. It can be a word, a group of words, letters, or numbers to represent a product or service. For example - Pepsi, iPhone 5, and etc. Trade Name - It is also called Corporate Brand. It identifies and promotes a company or a division of a particular corporation. For example - Dell, Nike, Google, and etc. Brand Mark - It is a unique symbol, colouring, lettering, or other design element. It is visually recognisable, not necessary to be pronounced. For example - Apple's apple, or Coca-cola's cursive typeface. Trade Mark - It is a word, name, symbol, or combination of these elements. Trade mark is legally protected by government. No other organisation can use these symbols.

Consumer and its types Consumer is a person who buys and use products. General classification of consumers Personal Consumers Organisational Consumers Impulse Consumers Need-based Consumers Discount Driven Consumers Habitual Consumers Personal Consumers This type of consumer is an individual consumer who buy products or services for own use, or for family, or for household use. Organisational Consumers This type of consumer can be a business, government, profit or non-profit organisation, or agency who purchases goods or services for organisation to function or for resale purpose. Impulse Consumers This type of consumer do unplanned purchases. Purchasing a particular product was not a priority, but when the consumer encounter that product, he makes swift buying decision. Impulse consumer purchase what seems good at the time.





Need Based Consumer This type of consumer has a specific intention to purchase a particular type of product. Need-based Consumer is driven by a specific need. He makes buying decision when he actually need that product and not any other time. Discount Driven Consumers This type of consumers do purchases when they get some lucrative offer or discount. Habitual Consumers Person who is habitual to the usage or consumption of a kind of product is called habitual consumer. For example - person who smoke. Types of buyers for new products Innovators Early Adopters Early majority Late Majority Laggards Innovators This group of buyers read journals and magazines extensively to keep themselves updated with innovative ideas, latest technologies, and new products. They like to experiment with anything new representing the latest technologies. They represent about 2 percent of any market. Early Adopters They are individuals or businesses who uses new product or technology after innovators and before others. This group of buyers represents true opinion leaders who set examples by their decisions. They are likely to pay more for new product that improve their life-style, raise their social status, or improve their business efficiency or reduce cost. They represent about 14 percent of any market. Early Majority This group of people adopt a new product after seeing it used successfully by innovators and adopters. They represent 34 percent of any market. Late Majority This group of people adopt a new product only after seeing that the majority of the population already has. They wait until prices fall and product is universally accepted. They also represent 34 percent of any market. Laggards The people of this group are excessive traditionalists. They adopt product when the price is at its bottom, competition is intense, or product become an absolute need. They are very conservative, oldest, and least educated. They represent 16 percent of any market.





Question Collection

One Liner

1. Process of dividing the total market into smaller groups having homogeneity is called – Segmentation 2. Primary data is generally collected through – Survey

3. Secondary data is collected through - Official record 4. Casual research is - To find out cause and effect relationship 5. A statement with which the respondent shows the amount of agreement/disagreement is a- Likert scale 6. A scale that rates some attribute from poor to excellent is a - Rating scale 7. When the population is divided into mutually exclusive groups and random samples are drawn from each group. It is called - Stratified sampling 8. When the population is divided into mutually exclusive groups such as blocks and the researcher draws a sample from the group or block is called - Area and cluster sampling 9. A direction is sequence of events which have some momentum and disability is – Trend 10. Promotion in Marketing means - selling the products through various means 11. A Call in Marketing means - to call on prospective customers 12. Delivery Channel means- places where products are made available to the buyers 13. Innovation means- New ideas 14. Market Survey means- Market Research 15. ……can be done through digital Banking? - Mobile phone 16. Planned-cost service means- Extra profit on the same cost 17. How many stages are there in the Product Life Cycle? - 5 18. SMEs stands for - Small and Medium Enterprises





19. The decision regarding investment in Fixed Assets is known as - Capital Budgeting 20. EPS stands for - Earnings per share

Objective Questions Q.1. Market expansion means- (1) Hiring more staff (2) Buying more products (3) firing more staff (4) Buying more companies (5) None of these Q.2. Effective marketing helps in- (1) Developing new products (2) Creating a competitive environment (3) Building demand for product (4) All of these (5) None of these Q.3. A good seller should have the following qualities- (1) Developing the work (2) Submissive (3) Sympathy (4) All of these (5) None of these Q.4. One of the following is a target for the marketing of internet banking- (1) All the customers (2) All the educated customers (3) All the computer educated customers (4) Only creditors (5) None of these Q.5. Planned cost service means- (1) costly products (2) extra profit on the same cost (3) extra work by seller (4) all of these (5) None of these Q.6. Rural marketing is not required because- (1) Rural people do not understand marketing (2) It is not practical from the cost point of view





(3) It is sheer wastage of time (4) All of these (5) None of these Q.7. In Consumer behavior 'Perception is a process through which- (1) a consumer make ultimate purchasing (2) a consumer is satisfied (3) a consumer's mind receives, organizes and interprets physical time (4) Both 1 and 2 (5) All of the above Q.8. Sale forecast implies- (1) an estimate of the maximum possible sales opportunities present in a particular market segment. (2) an estimate of sales, in physical units, in a future period (3) Estimating the number of sales person required to sell a product. (4) Both 1 and 2 (5) Neither 1 nor 2 Q.9. Advertising for............. is not allowed on T.V. (1) Liquor (2) Cigrattes (3) Both 1 and 2 (4) Soaps (5) None of these Q.10. Entrepreneurs find direct marketing attractive because of - (1) Investment is low (2) It doesn't required specialized skills (3) Returns are quick (4) All of above (5) None of these Q.11. A theory states that no matter how efficiently goods/service are produced, if they cannot be delivered to the customer in the quickest possible time it is vain-this theory is called- (1) Quickest the best (2) Instant service (3) Service on time (4) Timely effort (5) Matter theory Q.12. Demonstration is an exercises to- (1) attractively pack and display the goods (2) Prove the characteristic of the product (3) Both 1 and 2 (4) Window shop (5) Neither 1 nor 2





Q.13. In selling "Consumption" is the ultimate goal of the sales while a marketer- (1) Identifies consumer needs and wants. (2) Develop an appropriate product/service to attain customer satisfaction. (3) Accomplish organizational goals through integrated marketing approach (4) all of the above. (5) None of these Q.14. 'Casual' research is basically concerned with- (1) Establishing cause and effort relationship (2) Arriving at a forecast or prediction of interest. (3) measuring and estimating the frequencies with which of things occur (4) all of above (5) None of these Q.15. A method in which brand equity is measured by comparing difference between the retail price of the brand and the retail price of an unbranded product in same category is called- (1) Brand goodwill method (2) price premium method (3) Production method (3) Both 1 and 2 (4) Neither 1 nor 2 Q.16. Bank Marketing means- (1) Selling of Banks (2) Merger of Banks (3) Selling bank's products and services (4) None of these (5) All of these Q.17. Credit cards are used for- (1) Cash withdrawals (2) Purchase of air tickets (3) Purchase of consumable items from retail outlets (4) all of these (5) None of these Q.18. Home loans are granted to- (1) Individuals (2) Institutions (3) Builders (4) all of these (5) None of these Q.19. ATMs are- (1) Branches of Banks





(2) Manned counters of Banks (3) Unmanned cash dispensers (4) All of these (5) None of these Q.20. Relationship selling means- (1) Preparing a list of relatives (2) Cross selling (3) Selling to relatives (4) Selling to strangers (5) Telemarketing Q.21. Proper pricing is needed for- (1) Extra charges of extra services (2) Levy of VAT (3) Good customer services (4) Putting burden on the customers (5) Depositing money in bank. Q.22. The abbreviation ISP stands for- (1) International Spy Project (2) Indian Social Planning (3) Initial Service Provider (4) Internet Service Provider (5) None of these Q.23. ESOP stand for- (1) Efficient Service of Promises (2) Effective System of Projects (3) Employee Stock Option Plan (4) Essential Security of Project (5) Equity Stock Option Plan Q.24. The balance sheet of an organization gives information regarding- (1) Result of operations for a particular Period (2) The financial position as on a particular date (3) The operating efficiency of a firm. (4) Financial position during a particular period (5) All of the above Q.25. The advantage of telephone interview are- (1) Relatively low cost per interview (2) Good for reaching important people who are inaccessible (3) Securing Co-operation which is not always possible (4) All of these (5) Both 1 & 2





Q.26. The best advertisement is- (1) Glow sign boards (2) On internet (3) TV media (4) Print media (5) A satisfied Customer Q.27. Acid Test of a brand is- (1) Brand preference (2) Brand awareness (3) Brand loyalty (4) Brand equity (5) Band acceptability Q.28. In banks loans and advances are considered as- (1) Assets (2) liabilities (3) Resources (4) cause of expenditure (5) None of these Q.29. In the context of globalization, BPO means- (1) British Petroleum Organization (2) British Passport Office (3) Business Process Outsourcing (4) Business Process Orientation (5) All of the above Q.30. Modern method of marketing include- (1) Publicity on the net (2) Advertisement on the net (3) Soliciting business through e-mails (4) Both 1 and 2 (5) All of the above Q.31. For effective marketing the salesmen should have which of these qualities- (1) Creativity (2) Team spirit (3) Motivation (4) Effective communication skill (5) All of these Q.32. Market Research is needed for- (1) Deciding the market area (2) Deciding the right-product to be sold. (3) Making proper marketing decisions (4) Deciding right time to sell





(5) All of these Q.33. Which of the following statement is true- (1) Marketing makes the company to go into loss due to higher expense (2) Marketing is not required in profitmaking companies (3) Marketing sharpens the mind of the employees (4) Marketing is wastage of time. (5) All of these Q.34. Marketing plan helps in- (1) Better lead generation (2) Better systems (3) Better results (4) Better customer service (5) All of the above Q.35. Motivation means- (1) Inspiring employees to perform better (2) Better communication skills (3) Sales coaching (4) Market research (5) None of these Q.36. In a Marketing process in today's world- (1) Only standard products are sold (2) The seller needs to have product knowledge (3) The seller should ensure customer satisfaction (4) Only quantum of sales matters. (5) All of these Q.37. Sale forecasting involves- (1) Sales planning (2) sales pricing (3) Distribution channel (4) Consumer Tastes (5) All of these Q.38. In addition to product , price, promotion, the augmented marketing mix for services include all of the following EXCEPT; (1) People (2) Packaging (3) Process (4) Physical evidence (5) Both 1 and 2 Q.39. Dumping relates to the sale of-





(1) Products in foreign markets that cannot be sold in the home market (2) Products discontinued in the home market sold to a foreign market (3) Production in foreign markets that cannot pass safety standards in the home market (4) None of these (5) All of these Q.40. The following does not represent a market situation- (1) A bank run dispensary located in its, staff quarters. (2) A fund raising charity show for the members of an NGO (3) A meditation camp of a religious organization concluded for its members. (4) A stall distributing Kada Prasad in a Gurudwara (5) All of these Q.41. The following offering is not a service- (1) Fixed deposit receipt (2) Postage stamp (3) Insurance policy (4) Gift coupon of the chain store. (5) All of these Q.42. The act of obtaining a desired object from some one by offering some in return is called as a- (1) Transaction (2) Exchange (3) Relationship (4) Value (5) None of these Q.43. --------- 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 the outlets. (1) Group (2) Product line (3) Category (4) Market (5) None of these Q.44. Goods that are typically bought by consumer based on a comparison of suitability, quality price and style are called------------ goods- (1) Industrial (2) Speciality (3) Shopping (4) Convenience (5) None of these Q.45. Out of the following ------ is not an objective of pricing- (1) Profit





(2) Stabilizing demand an sales of the product (3) Improvement in product quality (4) Expansion of business. (5) All of these Q.46. Out the following ------- is not the three level of the product- (1) Core (2) Symbolic (3) Augmented (4) fragmented (5) None of these Q.47. Of the following pricing methods----- is not for new product- (1) Market skimming (2) Penetration (3) Discriminatory pricing (4) None of these (5) All of the above Q.48. In market skimming pricing strategy----- (1) Initially price is lower then it is reduced (2) Initially price is higher then it is reduced (3) Initial price is high and is maintained high (4) None of these (5) All of these Q.49. Bank of Mathura is offering higher interest-ratio on fixed deposit to senior citizens of 60 years and above- It is practicing- (1) Promotional pricing (2) Psychological pricing (3) Segmental pricing (4) Product mix pricing (5) All of these Q.50. With---- pricing, the products are priced below list price (or even cost) for a temporary period to create buying urgency- (1) Reference (2) By-product (3) Promotional (4) Market penetration (5) All of these Q.51. Regulation that arise to ensure that firm takes responsibility for the social costs of their products or production processes stem from which reason for government legislation of business- (1) To protect companies from each other. (2) To protect companies from unfair business practices.





(3) To protect the interests of the society. (4) To businesses from unfair consumer demands. (5) All of these Q.52. The last stage in selling process- (1) approach (2) handling objections (3) closing (4) follow up (5) All of these Q.53. The Major advantage of survey reasearch is its- (1) Simplicity (2) Structure (3) Organization (4) flexibility (5) All of these Q.54. A ----- is any activity or benefit offered for sale that is essentially intangible and does not result in the ownership of anything. (1) Demand (2) Basic staple (3) Product (4) Service (5) All of these Q.55. ------- is a person's distinguishing psychological characteristics that-lead to relatively consistent and lasting responses his or her own environment- (1) Psychographics (2) Personality (3) Demographics (4) lifestyle. (5) All of these Q.56. The plan in the business buying behaviour model where interpersonal and individual influence might interact is called the- (1) Environment (2) Response (3) Stimuli (4) Buying center (5) All of these Q.57. The course of a product's sale and profit over its lifetime is called- (1) The sales chart (2) The dynamic growth curve. (3) The adoption process (4) The product life cycle. (5) All of these Q.58. All of the following are thought to be sources of new product ideas Except- (1) Internal Sources (2) Customers (3) Competitors (4) Local library (5) All of these





Q.59. If Honda uses its company name to cover such different products as its automobiles lawn mowers and motorcycles, it is practicing which of the following- (1) New brand strategy (2) Live extension strategy (3) Multibrand strategy (4) Brand extension strategy (5) All of these Q.60. If a company (considering its options on the product/market expansion grid) chooses to move in to different unrelated fields (from what it has ever done before) with new products as a means to stimulate growth, the company would be following which of the following general strategies. (1) Market-Penetration (2) Market development (3) Product development (4) Diversification (5) All of these Q.61. When the market research organization chooses a segment of the population that represents the population as a whole, they have chosen a- (1) Group (2) Bi-variant-population (3) Sample (4) Market Target (5) None of these Q.62. Joining with foreign companies to produce or market product and service is called- (1) Direct exporting (2) Indirect exporting (3) Licensing (4) Joint-Venturing (5) None of these Q.63. A --- is a name, term, sign, symbol or design or a combination of these that identified the market or seller of a product or service- (1) Product feature (2) Sponsorship (3) Brand (4) Logo (5) None of these Q.64. The study of human population in terms of size, density, age, gender, race, occupation and other statistics is called (1) Geothermy (2) Demography





(3) Ethnography (4) Geography (5) None of these Q.65. The process that turns marketing strategies and plans in to marketing action in order to accomplish strategic marketing objective is called- (1) Marketing strategy (2) Marketing Control (3) Marketing analysis (4) Marketing implementation (5) None of these Q.66. If your company were to make a product-such as suit of clothes and sell that product your company will come under which sector ? (1) Retailer (2) Business (3) Government (4) Service (5) None of these Q.67. Cost that do not vary with production or sales level are called- (1) fixed costs (2) Variable cost (3) Standard costs (4) Independent-costs (5) None of these Q.68. Consumer Information source- (1) Personal source and commercial source (2) Public source (3) experiential source (4) all of the above (5) None of these Q.69. Zero-based budgeting (ZBB) means- (1) A tool of marketing cost (2) a tool for financial analysis (3) each year, budgeting starts from a scratch. (4) a certain percentage of sales (5) both 1 & 2. Q.70. Which of the following expresses Maslow's Motivation theory best---- (1) Importance of Motivation for customer development (2) Why people are driven by particular need at particular times. (3) Where human needs are arranged in a hierarchy. (4) all of these





Q.71. The long term objective of marketing is- (1) Customer satisfaction (2) Profit maximization (3) Cost cutting (4) Profit maximization with customer satisfaction (5) None of these Q.72. Which among the following is statistical indicator for equality in income distribution- (1) Gini Coefficient (2) Price Indices (3) GNP (4) GDP (5) None of these Q.73. Short term planning focuses on- (1) Functional plans (2) Long term objective (3) Specific goal (4) Both 1 & 3 (5) None of these Q.74. In marketing terms Attitude can best be defined as a - (1) Rude behaviour of Salesperson (2) Rude behaviour of consumer (3) Mental state of consumer (4) Ego of the marketing executive (5) None of these Q.75. Reference group influences Vis-a-Vis consumption decision is a function of the---- (1) Product Category (2) Group characteristics (3) Group communication process (4) All of these (5) None of these Q.76. Just in time (JIT) technique is getting wider acceptance world over. The technique was first introduced in- (1) India (2) America (3) Japan (4) None of these (5) All of these Q.77. The level of commitment that consumers feel towards a given brand is called- (1) Brand equity





(2) Brand Name (3) Brand loyalty (4) None of these (5) All of these Q.78. Assigning specific Jobs and work places to the selected candidates is known as- (1) Placement (2) Recruitment (3) Transfer (4) Promotion (5) All of these Q.79. As a councillor, a personnel manager- (1) Reminds the management of moral obligations towards employees. (2) Encourages the employees. (3) Tries to settle the disputes between labour & management. (4) All of these (5) None of these Q.80. Information systems can assist manager by - (1) Providing information (2) Providing data on internal sources (3) Directing (4) All of the above (5) None of these

Q.81. Warehouse Management does not include - (1) Space determination (2) Stock layout (3) Stock design (4) Stock placement (5) Order picking procedure Q.82. A marketing technique where marketer plays a specific role in a particular segment is called - (1) Mass Marketing (2) Niche marketing (3) Strategic Marketing (4) Communication Marketing (5) None of these Q.83. Which among the following is not an example of convenience goods? (1) Tea (2) Newspaper (3) Coffee





(4) Shirts (5) None of these Q.84. In Marketing Mix 4 P’s Imply - (1) Product, Price, Place, Promotion (2) Product, Price, Policy, Place (3) Place, People, Product, Promotion (4) All of the above (5) None of these Q.85. In Market segmentation which among the following is not an economic component- (1) Age (2) Gender (3) Both 1 and 2 (4) Income level (5) Taxes Q.86. Which among the following is a feature of good forecasting method - (1) Accuracy (2) Simplicity (3) Economy (4) Availability (5) All of these Q.87. A person who ultimately determines any part or whole of the buying decision is called- (1) Decider (2) Buyer (3) User (4) Influencer (5) None of these Q.88. When a firm sells off part of its business to another it is called- (1) Diversification (2) Divestment (3) Pruning (4) Strategy (5) Joint venture Q.89. Buyer Resistance means - (1) Buyers fighting with the salesman (2) Reluctant salesman (3) Indifferent Salesman





(4) Hesitant buyers (5) None of these Q.90. Digital Bank can be resorted through - (1) Mobile phones (2) Internal (3) Telephones (4) All of these (5) None of these Q.91. Cross selling is very effective in the sale of one of the following - (1) Debit - Card (2) Credit- Cards (3) Internal- Banking (4) Auto Loan (5) All of these Q.92. Target market for debit card is - (1) All existing account holder (2) All sales persons (3) All NRI’s (4) All HNI’s (5) All of these Q.93. SME means - (1) Small and medium enterprises (2) Small scale marketing entities (3) Small & medium establishments (4) None of these Q.94. “Out-sourcing means service rendered by - (1) Outside agencies (2) Other departments of the company (3) Employees other than the sales person (4) Marketing department (5) None of these Q.95. Sales promotion involves, the incorrect option- (1) Building product awareness (2) Creating interest (3) Providing Intonation





(4) Designing new product (5) None of these Q.96. DSA Means - (1) District sales Authority (2) Direct Selling Agent (3) Distributor and Sales agent (4) None of these (5) All of these Q.97. “Conversion” in sales language means - (1) Converting a buyer into a seller (2) Converting a seller into a buyer (3) Converting a prospect into customer (4) All of these (5) None of these Q.98. Bank Marketing is treated as - (1) Transaction marketing (2) Service marketing (3) Indoor marketing (4) all of these (5) None of these Q.99. Leads can be provided by - (1) friends relatives (2) Websites (3) Directories (4) All of these (5) None of these Q.100. Marketing is – Find the wrong option - (1) an ancient concept (2) a modern concept (3) a continuous affair (4) a team effort (5) None of these

Q101. In ‘Double-win’ strategy- (a) Customer gets an additional benefit (b) Customer gets price debate.





(c) Both customs and the sales person come out with sense of satisfaction (d) Both (a) and (b) Q102. Consumer behavior, ‘Perception is a process through which (a) a consumer make ultimate purchasing (b) a consumer is satisfied (c) a consumer’s mind receives, organizes and interprets physical stimuli (d) Both (a) and (c) Q103. Sales forecast implies (a) an estimate of the maximum possible sales opportunities present in a particular market segment (b) an estimate of sales, in physical units, in a future period (c) Both (a) and (b) (d) Neither (a) nor (b) Q104. In advertising for ………… is not allowed on T.V (a) Liquor (b) Cigarettes (c) Both (a) and (b) (d) Neither (a) nor (b) Q105. A theory states that no matter how efficiently goods / services are produced, if they cannot be delivered to the customer in the quickest possible time it is vain. This theory is called (a) Quickest the best (b) Instant service (c) Service on time (d) Timely effort Q106. Entrepreneurs find direct marketing the attractive because of (a) Investment is low (b) It doesn’t required specialized skills (c) Returns are quick (d) All of the above Q107. Demonstration is an exercise to (a) attractively pack and display the goods (b) prove the characteristic of the product (c) Both (a) and (b)





(d) Neither (a) and (b) Q108. Which among the following is not an example of Direct marketing ? (a) tele-marketing (b) sales on internet (c) mail order sales (d) Retail stores Q109. In selling ‘consumption’ is the ultimate goal of the salesman while a marketer – (a) identify consumer needs (b) develop an appropriate product / service to attain customer satisfaction (c) accomplish organizational goals through integrated marketing approach (d) All of the above Q110. In Banking services, market can be segmented on the basis of (a) density (b) customers (c) Both (a) and (b) (d) Neither (a) nor (b) Q111. Which of the following is not a ‘Post testing’ Technique of advertisement ? (a) Sales test (b) Focus group (c) Enquiry test (d) Attitude test Q112. ‘Casual’ research is basically concerned with (a) establishing cause and effect relationship (b) arriving at a forecast or prediction of interest (c) measuring and estimating the frequencies with which of things occur (d) All of the above. Q113. A method, in which Brand equity 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: (a) Brand goodwill method (b) Price premium method (c) Both (a) and (b) (d) Neither (a) nor (b) Q114. Media planning includes:





(a) assessing lost (b) selecting the right medium (c) both (a) and (b) (d) Neither (a) nor (b) Q115. In India, which commission can be approached to curb misleading advertisements? (a) MRTP (b) MTP (c) ISPT (d) QTP Q116. In marketing ‘initiator’ is a term which describes (a) who determines that some need is not being met and authorities a purchase to rectify the situation (b) who most directly involved in the consumption of the product (c) Both (a) and (b) (d) Neither (a) nor (b) Q117. What is the full form of LIC (a) Life Insurance Corporation (b) Life Insurance Commission (c) Life India Corporation (d) None of these Q118. …………… recently has raised its stake beyond 10% in a few blue chip companies even after the insurance regulator IRDA decided to impose a cap of 10% on the institution’s investment in a single company. (a) Life Insurance Corporation (b) General Insurance Corporation (c) Tata-AIG Insurance (d) None of these Q119. Life Insurance Corporation has made fresh investments in which of the following companies in which the investor now holds more than 10% of their respective equity capital. (a) Siemens (b) PTC India (c) Tata Power (d) Cipla (e) All of these





Q120. RATAN Tata has finally pulled out its Nano car project from ………. ending months of speculations about the fate of the country’s most awaited car. (a) Singur (b) Salboni (c) Pantnagar (d) None of these Q121. Name India’s largest company by market capitalization. (a) Reliance Industries (b) Tata Steel (c) Jindal Steel (d) None of these Q122. The promoters of Reliance Industries (RIL) recently converted their 12 crore warrants into an equal number of shares hiking the promoter’s holding in the company to 49%, with 52% voting rights. This involves an infusion of around …………. into the company. (a) Rs 15,142 crore (b) Rs 16,142 crore (c) Rs 5,142 crore (d) Rs 10,142 crore Q123. SAP consultancy Axon Group is based on which country ? (a) UK (b) India (c) Germany (d) Italy Q124. Which is SAP consultancy Axon Group in the news recently ? (a) SAP consultancy Axon Group will recommend HCL Technologies’ £441.1-million buyout offer to its shareholders, withdrawing its earlier recommendation of Infosys’ £407-million offer. (b) SAP consultancy Axon Group will open 500 training centres in Asia (c) SAP consultancy Axon Group will recommend buying of TCS (d) None of these Q125. ICICI Bank, CEO and managing director KV Kamath is taking the help of ………………….to find his successor. The professor will obtain independent data regarding the leadership attributes of the shorlisted senior management executives. Name the professor (a) Professor Wayne Brockbank, a clinical professor of business at the University of Michigan’s Ross School of Business





(b) Director of IIM, Ahmedabad (c) Ministry of Human Resource, Govt of India (d) A committee formed of Professor from all IITs

Q.126. Warehouse Management does not include - (1) Space deteuirmination (2) Stock layout (3) Stock design (4) Stock placement (5) Order picking procedure Q.127. A marketing technique where marketer plays a specific role in a particular segment is called - (1) Mass Marketing (2) Niche marketing (3) Strategic Marketing (4) Communication Marketing (5) None of these

Q.128. Which among the following is not an example of convenience goods? (1) Tea (2) Newspaper (3) Coffee (4) Shirts (5) None of these Q.129. In Marketing Mix 4 P’s Imply - (1) Product, Price, Place, Promotion (2) Product, Price, Policy, Place (3) Place, People, Product, Promotion (4) All of the above (5) None of these Q.130. In Market segmentation which among the following is not an economic component- (1) Age (2) Gender (3) Both 1 and 2 (4) Income level (5) Taxes Q.131. Which among the following is a feature of good forecasting method - (1) Accuracy (2) Simplicity (3) Economy





(4) Availability (5) All of these Q.132. A person who ultimately determines any part or whole of the buying decision is called- (1) Decider (2) Buyer (3) User (4) Influencer (5) None of these Q.133. When a firm sells off part of its business to another it is called- (1) Diversification (2) Divestment (3) Pruning (4) Strategy (5) Joint venture Q.134. Buyer Resistance means - (1) Buyers fighting with the salesman (2) Reluctant salesman (3) Indifferent Salesman (4) Hesitant buyers (5) None of these Q.135. Digital Bank can be resorted through - (1) Mobile phones (2) Internal (3) Telephones (4) All of these (5) None of these Q.136. Cross selling is very effective in the sale of one of the following - (1) Debit - Card (2) Credit- Cards (3) Internal- Banking (4) Auto Loan (5) All of these Q.137. Target market for debit card is - (1) All existing account holder (2) All sales persons (3) All NRI’s (4) All HNI’s (5) All of these





Q.138. SME means - (1) Small and medium enterprises (2) Small scale marketing entities (3) Small & medium establishments (4) None of these Q.139. “Out-sourcing means service rendered by - (1) Outside agencies (2) Other departments of the company (3) Employees other than the sales person (4) Marketing department (5) None of these Q.140. Sales promotion involves, the incorrect option- (1) Building product awareness (2) Creating interest (3) Providing Intonation (4) Designing new product (5) None of these Q.141. DSA Means - (1) District sales Authority (2) Direct Selling Agent (3) Distributor and Sales agent (4) None of these (5) All of these Q.142. “Conversion” in sales language means - (1) Converting a buyer into a seller (2) Converting a seller into a buyer (3) Converting a prospect into customer (4) All of these (5) None of these Q.143. Bank Marketing is treated as - (1) Transaction marketing (2) Service marketing (3) Indoor marketing (4) all of these (5) None of these Q.144. Leads can be provided by - (1) friends relatives (2) Websites





(3) Directories (4) All of these (5) None of these Q.145. Marketing is – Find the wrong option - (1) an ancient concept (2) a modern concept (3) a continuous affair (4) a team effort (5) None of these

Q.146. Market expansion means- (1) Hiring more staff (2) Buying more products (3) firing more staff (4) Buying more companies (5) None of these Q.147. Effective marketing helps in- (1) Developing new products (2) Creating a competitive environment (3) Building demand for product (4) All of these (5) None of these Q.148. A good seller should have the following qualities- (1) Developing the work (2) Submissive (3) Sympathy (4) All of these (5) None of these Q.149. One of the following is a target for the marketing of internet banking- (1) All the customers (2) All the educated customers (3) All the computer educated customers (4) Only creditors (5) None of these Q.150. Planned cost service means- (1) costly products (2) extra profit on the same cost (3) extra work by seller (4) all of these (5) None of these





Q.151. Rural marketing is not required because- (1) Rural people do not understand marketing (2) It is not practical from the cost point of view (3) It is sheer wastage of time (4) All of these (5) None of these Q.152. In Consumer behavior 'Perception is a process through which- (1) a consumer make ultimate purchasing (2) a consumer is satisfied (3) a consumer's mind receives, organizes and interprets physical time (4) Both 1 and 2 (5) All of the above Q.153. Sale forecast implies- (1) an estimate of the maximum possible sales opportunities present in a particular market segment. (2) an estimate of sales, in physical units, in a future period (3) Estimating the number of sales person required to sell a product. (4) Both 1 and 2 (5) Neither 1 nor 2 Q.154. Advertising for............. is not allowed on T.V. (1) Liquor (2) Cigrattes (3) Both 1 and 2 (4) Soaps (5) None of these Q.155. Entrepreneurs find direct marketing attractive because of - (1) Investment is low (2) It doesn't required specialized skills (3) Returns are quick (4) All of above (5) None of these Q.156. A theory states that no matter how efficiently goods/service are produced, if they cannot be delivered to the customer in the quickest possible time it is vain-this theory is called- (1) Quickest the best (2) Instant service (3) Service on time (4) Timely effort (5) Matter theory Q.157. Demonstration is an exercises to- (1) attractively pack and display the goods (2) Prove the characteristic of the product (3) Both 1 and 2





(4) Window shop (5) Neither 1 nor 2 Q.158. In selling "Consumption" is the ultimate goal of the sales while a marketer- (1) Identifies consumer needs and wants. (2) Develop an appropriate product/service to attain customer satisfaction. (3) Accomplish organizational goals through integrated marketing approach (4) all of the above. (5) None of these Q.159. 'Casual' research is basically concerned with- (1) Establishing cause and effort relationship (2) Arriving at a forecast or prediction of interest. (3) measuring and estimating the frequencies with which of things occur (4) all of above (5) None of these Q.160. A method in which brand equity is measured by comparing difference between the retail price of the brand and the retail price of an unbranded product in same category is called- (1) Brand goodwill method (2) price premium method (3) Production method (3) Both 1 and 2 (4) Neither 1 nor 2 Q.161. Bank Marketing means- (1) Selling of Banks (2) Merger of Banks (3) Selling bank's products and services (4) None of these (5) All of these Q.162. Credit cards are used for- (1) Cash withdrawals (2) Purchase of air tickets (3) Purchase of consumable items from retail outlets (4) all of these (5) None of these Q.163. Home loans are granted to- (1) Individuals (2) Institutions (3) Builders (4) all of these (5) None of these





Q.164. ATMs are- (1) Branches of Banks (2) Manned counters of Banks (3) Unmanned cash dispensers (4) All of these (5) None of these Q.165. Relationship selling means- (1) Preparing a list of relatives (2) Cross selling (3) Selling to relatives (4) Selling to strangers (5) Telemarketing

Note- Highlighted ones are answers

166. Online marketing is the function of which of the following? A Purchase section B Production department C IT department D Designs section E A collective function of all staffs Ans- A 167. A successful Blue Ocean Strategy requires...? A Effective communication B Innovative skills C Motivation D All the above E None of these Ans- B 167. Cross selling is the basic function of---? A All employees B All employers C All sales persons D Planning Department E All the above Ans- C 168. Data mining means analyzing the data stored with...? A the DSA





B The front office Staff C The back office staff D The customers E None of these Ans- B 169. P's of Marketing. Find the same-5. One of the following is not included in the ....? A Product B Price C Production D Promotion E None of these Ans- Production 170. The target group of SME loans is......? A All Businessmen B All professionals C All SSIs D All the above E None of these Ans- C 171. CRM(Customer Relationship management) is.....? A A pre-sales activity B A tool for lead generation C An ongoing daily activity D Task of DSA E All of the above Ans- E 172. Cross- selling is not effective for which one of the following products? A Debit cards B Saving accounts C Internet banking D Pension Loans E Personal loans Ans- C 173. Bankassurance can be sold to.......? A All banks





B All insurance companies C Insurance Agents D All existing and prospective bank customers E all the above Ans- D 174. One of the following is not involved in the growth strategies of a Company? A Horizontal Integration B Vertical Integration C Diversification D Intensification E None of these Ans- B

175. Customisation is used for---? A Designing customers specific products B call centres C Publicity D Motivating the staff E Cold calls Ans- A 176. The key challenge to market driven strategy is--? A Selling maximum products B Employing maximum DSAs C Delivering superior value to customers D Being rigid to changes E Adopting short term vision Ans- C 177. Effective selling skills depends on--? A Size of the sales teams B Age of the sales teams C Peer strength D Knowledge level of the sales team E Educational level of the sales team Ans- C





178. Generation of sales leads can be improved by--? A Being very talkative B increasing personal and professional contacts C being passive D Engaging recovering agents E products designs Ans- B 179. A Market Plan is --? A Performance Appraisal of marketing staff B Company prospectus C Documented marketing strategies D Business targets E Call centre Ans- C 180. Marketing Channels mean---? A Delivery objects B sales targets C delivery outlets D delivery boys E sales teams Ans- C

181. Social marketing means---? A Share market prices B Marketing by the entire society C Internet Marketing D Marketing for a social cause E Society by laws Ans- D 182. Service maketing is the same as---? A Internet Marketing B Tele Marketing C Internal Marketing D Relationship Marketing E Transaction Marketing Ans- D





183. Innovation in marketing is same as--? A Motivation B Perspiration C Aspiration D Creativity E Team Work Ans- D 184. Personal Loans can be canvassed among--? A Salaried persons B Pensioners C Foreign national D NRI customers E Non- customers Ans- A

185. CRM means ? 1. Customer Retention Manager 2. Customer Relationship Management 3. Customers Relatives Meet 4. Channel Rout Market 5. Channel Representative Manager ANS:- 2 186. A 'Target Group' in Marketing means ______ 1. To whom the sales should be directed 2. A group of sellers 3. A group of buyers 4. A group of Producers 5. All the above Ans-1 187. In terms of consumer demand and spending behaviour, marketers are most interested in 1. wealth 2. consumer credit 3. disposable income 4. pretax income 5. high incomes ANS:- 3 188. Marketing is _____________________ 1. consumer oriented 2. competitors oriented 3. both 1 and 2





4. neither 1 nor 2 5. none of these Ans-3 189. Services have special characteristics namely ____________ which affect their marketing process 1. intangibility 2. inseparability 3. Heterogeneity 4. Perishability 5. All the above ANS:- 5 190. A consumer contest is an example of 1. personal selling 2. sales promotion 3. advertising 4. indirect selling 5. public relations ANS:- 2 191. Which among the following advertising media has the maximum reach ? 1. TV 2. Radio 3. Outdoor 4. Magazines 5. None of these ANS:- 2 192. A company is practicing _______ if it focuses on sub segments with distinctive traits that may seek a special combination of benefits 1. micro marketing 2. niche marketing 3. mass marketing 4. segment marketing 5. none of these ANS:- 2 193. When a company reviews sales, costs, and profit projections for a new product to find out whether these factors satisfy the company's objectives, they are in which of the following new process development stages ? 1. Concept development and testing 2. Commercialization 3. Business analysis 4. Marketing strategy development 5. none of these





ANS:- 3 194. Sales targets are fixed on the basis of__________ 1. Past experience 2. Time period 3. Brand positionary 4. All the above 5. None of these ANS:- 4 195. Marketing persons need A Innovative skills B Laborious attitude C Fighting nature D Quality of imitating others Ans- A 196. A prospect means..... A A rude person B a polite person C a likely buyer D a team leader Ans- C 197. A call means........? A To call out to someone B a profession C a speech D a sales person visiting a likely buyer Ans- D 198. A DSA means.........? A Detective service agency B Direct selling agent C Direct supplying agent D Distribution & sales agency ans- B 199. Push marketing requires ........? A Proper planning B Good pushing strength C Team Work





D Aggressive marketing Ans- D 200. Service marketing is the same as.........? A Internet marketing B Relationship marketing C Internal marketing D Telemarketing Ans- B 201. Market research is useful for-------? A Deciding proper marketing strategies B Choosing old product C Recruitment of staff D None of these Ans- A 202. Conversion means.......? A Converting a prospect into a buyer B Grouping of prospective clients C Converting an employer into employee D none of these Ans- A 203. Which of the following is not include in 7P's of marketing? A Product B Production C price D People Ans- B 204. Social marketing refers to.........? A Marketing for a social cause B Society bye-laws C share marketing prices D None of these Ans- A




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