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SAMPLE PAPER NO 2
PRINCIPLES OF MARKETING
PART I OBJECTIVE
MAX MARKS 40
TIME DURATION 1:00 HR.

1. What is the new view of marketing?

a. To gain a competitive edge by any means necessary
b. The science and art of finding, retaining, and growing profitable customers
c. Using the Internet to market products and services
d. To sell products using direct marketing techniques
e. To build partner relationships
2. When a company demarkets a product, the product is destroyed.
True
False
3. A ______________________________ is a portfolio planning method that evaluates strategic
business units in terms of their market growth rate and relative market share.
growth-share matrix
4. An organization's mission statement should do all of the following except:
a.
b.
c.
d.

be specific
be realistic
fit the market environment
be stated in terms of product and technology

5. Marketing ________________________________ is the process of measuring and evaluating the

results of marketing strategies and plans and taking corrective action to ensure objectives are
achieved.
6. _________________________________ are high-growth, high-share businesses or products that
often need heavy investment to finance their rapid growth.
7. Portfolio analysis is a tool by which management identifies and evaluates the various businesses
making up the company.

True

False
8. A market-oriented mission statement defines the business in terms of satisfying basic customer needs.

True
False

9. A company's _______________________ ______________________________consists of the actors

and forces outside marketing that affect marketing management's ability to build and maintain
successful relationships with target customers.
10. Which of the following is not one of the elements of the macro environment, that is that environment
which consists of larger societal forces that may affect the microenvironment?
a. demographics
b. competitors
c. political forces
d. cultural forces.
11. According to Engle's Laws, which of the following is correct?
a. As income rises, the percentage spent on food declines.
b. As income rises, the percentage spent on housing rises.
c. As income rises, the percentage spent on savings decreases.
d. As income rises, the percentage spent on housing declines.
BOOKS RECOMMENDED:
1.Principles of Marketing by Philip Kotler & Gary Armstrong 10th Ed.

Signatures ________________

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12. The ______________________ environment consists of the laws, government agencies, and pressure
groups that influence or limit various organizations and individuals in a given society.
13. Core beliefs are values passed on from parents to children and are reinforced by schools, churches,
business and government and as such, they are open to considerable change.

True
False

14. Environmental concerns have grown steadily over the last three decades. Which of the following is
not one of those concerns?
a. growing shortages of raw materials
b. increased pollution
c. increasing government intervention in natural resource management
d. increasing numbers of infinite resources
15. The ______________________________________ environment is perhaps the most dramatic force
now shaping our destiny.
16. Which of the following is not one of the marketing stimuli influencing consumer buying behavior?
a. Product
b. Price
c. People
d. Promotion
17. _________________________ is the most basic cause of a person's wants and behavior.
Culture
18. According to Maslow, which of the following is the proper order of human needs from the most
pressing to the least pressing?
a. Physiological, safety, esteem, social, self-actualization
b. Physiological, social, safety, esteem, self-actualization
c. Physiological, safety, social, esteem, self-actualization
d. Physiological, esteem, social, safety, self-actualization
19. _______________ __
_________ is the type of group to which the individual does
not belong but which the individual wishes to join?
20. Selective retention describes the tendency of people to interpret information in a way that will
support what they already believe.

True
False

17. Almost all major purchases result in cognitive dissonance, which is discomfort caused by postpurchase behavior.
True
False
21. During the ____________________________ _____________________________ stage of the
Business Buying Process, the buying center often will draw up a list of the desired supplier attributes
and their relative importance.
22. The buying process begins when someone in the company recognizes a problem or need that can be
met by acquiring a specific good or service. Problem recognition can result from internal and/or
external stimuli.

True
False

BOOKS RECOMMENDED:
1.Principles of Marketing by Philip Kotler & Gary Armstrong 10th Ed.

Signatures ________________

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23. Many business markets have inelastic demand. That is, total demand for many industrial products is
not much affected by price changes, especially in the short run.

True

False

24. The Buying Center participant member with the highest rank always has the greatest influence in the
buying process.

True

False
25. Value analysis is an approach to cost reduction in which components are studied carefully to
determine if they can be redesigned, standardized or made by less costly methods of production.

True

False
26. When a firm attempts to capture a large share of one or a few segments, the firm is practicing a
________________________________ marketing strategy.
27. The philosophy that suggests that each brand should pick an attribute and then promote itself as
"number one" on that attribute is called __________________________
____________________________ _________________________ (USP).

28. Implementation of a good position statement is often more difficult for a company than developing it.

True

False
29. The largest, fastest growing segments are not always the most attractive ones for every company.

True

False
30. A ______________________________ market consists of a set of buyers who share common needs
or characteristics that the company decides to serve.
31. Using a ____________________________ marketing strategy, a firm decides to target several market
segments and designs separate offers for each.
32. Given the significant fragmentation of markets, mass marketing makes the most sense to reach the
greatest number of potential customers.

True

False
33. There is no single best way to segment a market.

True
False

34. Service ____________________________________ indicates that services are produced and

consumed at the same time and cannot be separated from their providers, whether the providers are
people or machines.
35. Product line consistency refers to the number of versions offered of each product line.
BOOKS RECOMMENDED:
1.Principles of Marketing by Philip Kotler & Gary Armstrong 10th Ed.

Signatures ________________

True
False

36. Successful service companies focus their attention on both their customers and their employees
because they understand the service-profit chain links service firm profits with employee and
customer satisfaction.

True

False
37. A good package may:
a. protect the product.
b. promote the product.
c. raise total distribution costs.
d. all of the above
38. Strong brand preference and loyalty, special purchasing effort, little comparison of brands and low
price sensitivity are all characteristics of _______________________ goods.
39. A product concept is
a. An idea for a product that the company can see itself offering to the market.
b. The particular picture consumers acquire of an actual or potential product.
c. A detailed version of the idea expressed in meaningful terms.
d. All of the above.
40. What is the proper order of a typical life cycle?
a. Introduction, growth, maturity, decline
b. Introduction, maturity, growth, decline
c. Introduction, growth, decline, maturity
d. Introduction, decline, growth, maturity

BOOKS RECOMMENDED:
1.Principles of Marketing by Philip Kotler & Gary Armstrong 10th Ed.

Signatures ________________

SAMPLE PAPER
PRINICIPLES OF MARKETING
SUBJECTIVE
MAX MARKS 60

TIME ALLOWED: 2:00 HRS

ATTEMPT ANY FOUR OUT OF THE FOLLOWING QUESTIONS. ALL QUESTIONS

CARRY EQUAL MARKS: Q NO 1.
Q NO 2 (a)

Briefly discuss a companys microenvironment and the factors affecting it.

Marketing

[15]

Environment
a. Marketing
Department
Organization
b. marketing
control

What are the different ways in which a company can organize its marketing
department?

(b)

[8]

Define marketing control; what are the major types of controls that a company
uses to keep a check on its performance?

Q no 3. (a)
(b)

Briefly discuss the nature of demand in the business market?

[7]

What are major types of buying situations that a business marketer may
face?

Q no 4. (a)

[7]

[8]

Define the consumer market and construct a simple model of consumer

Consumer
Market and
Consumer
Buying
Behavior
Segmentation
Targeting and
Positioning

behavior?
[6]
(b)

What are the major types of consumer buying decision behavior? Briefly
discuss each one.
[9]

Q no 5.

Explain how companies identify attractive market segments and choose a

target market marketing strategy.
[15]

Q no 6.

List and define the steps in new-product development process

Write short notes on the following: -

New product
development
process
a. New product
development
b. strategic
planning
c. marketing
management
orientations

[15]
Q no 7.

Business
Markets and
Business
Buying
Behavior

[15]

a. Test Marketing
b. Mission Statement of a company
c. Societal marketing concept

BOOKS RECOMMENDED:
1.Principles of Marketing by Philip Kotler & Gary Armstrong 10th Ed.

Signatures ________________