Advertising and Marketing Research MCQ

1. In a local market, which one of the following is not likely to be sold?

a. Meat
b. Fruits
c. Transformers (electric)
d. Grocery items
Ans. (c)

2. Which Ngo had raised time and cry over the issue of contamination of
Pepsi and Coke with pesticides?
a. Green Peace
b. Center for science and environment
c. Center for development of advanced computing
d. None of these
Ans. (b)

3. Maruti Suzuki buys 1,000 car tyres from JK Rubber ltd. Tyre, in this
case, would be a/an
a. FMCG
b. Consumer good
c. Industrial good
d. White good
Ans. (c)

4. Marketing is a process that creates, communicates and delivers.

a. Services to customers
b. Products to customers
c. Value to customers
d. Materialistic benefits to the customer
Ans. (c)

5. Which one of the following is not a necessary condition to be met during

the process of exchange?
a. Each party is capable of communicating
b. Each party has to arrange its own logistics system
c. Each party has the ability and desire to indulge in exchange
d. Each party has something that is of some value to the other party
Ans. (b)

6. Our marketing mechanism is deemed successful only if –

a. We get money from him
b. Customer is fully satisfied by our products and services
c. We can sell more than our competitors
d. We can make more profit than our competitors
Ans. (b)

7. The major focus of the societal marketing concept is –

a. Profit only
b. Society’s well being only
c. Satisfaction of customer only
d. All of these
Ans. (d)

8. Which one of the following is not a feature of a strategic business unit?

a. Distinct mission
b. Separate identify under the umbrella of the parent firm
c. unlimited powers in the hands of CEO of SBU
d. Separate managing team
Ans. (c)

9. According to the BCG matrix. Does a star have the following feature?
a. Generates less cash
b. High market growth and low market share
c. High market share and industry growth
d. It will not become cash cow after some time
Ans. (c)

10. According to the BCG matrix a cash cow.

a. Has a high market growth rate but small market share
b. Generates less cash for the firm
c. Requires firm to invest heavily in market
d. None of these
Ans. (d)

11. According to Ansoft’s model of product/market expansion.

a. When products are new and markets are new, then diversification
strategy would be implemented
b. When products are present (or current) and markets are present (or
current), then product development would be the right strategy
c. Product development is not feasible
d. None of these
Ans. (a)

12. Under the diversification strategy, the firm tries to –

a. Remain in the same product line
b. Move into other products lines but removes previous product lines
c. Move into new product lines and retains the existing product lines
d. All of these
Ans. (c)

13. In SWOT, the letter ‘O’ stands for –

a. Omnipresent (product lines)
b. Obvious (Marketing responses)
c. Occurrence (of trade cycles)
d. None of the above
Ans. (d)

14. If you are spending some money on print-media advertisements, you

are, in fact, activating the following P.
a. Product
b. Price
c. Place
d. All of these
Ans. (d)

15. Which one of the following is not a prerequisite for a marketing audit?
a. Independent
b. Periodic
c. Brief
d. Systematic
Ans. (c)

16. Technology environment is part of firms.

a. Microenvironment
b. Macro environment
c. Task environment
d. Depends upon the nature of the firm’s product range
Ans. (b)

17. Internal publics of a firm are –

a. NGOs
b. Government departments
c. Vendors
d. Employees
Ans. (d)

18. Which one of the following is not a demographic characteristic?

a. Migration
b. Consumption rate
c. Education level
d. Marital status
Ans. (b)
19. Which one of the following is a factor taken from the economic and
natural environment?
a. Social legislation
b. Education level
c. Per capita consumption in rural areas (per month)
d. Metro sexual man
Ans. (c)

20. The higher the inflation, the –

a. Lower would be the purchasing power of consumers
b. higher would be the purchasing power of consumers
c. Least affected would be the consumers of all genres
d. Least affected would be the consumers of creme de’ la crème genre
Ans. (a)

21. The following technology would drastically reduce the size and cost of
the material.
a. Biotechnology
b. Electronic production technology
c. Nanotechnology
d. All of those
Ans. (c)

22. Micro and macro environments are differentiated on the basis of size,
complexity and –
a. Features
b. Performance
c. Size
d. Uncertainty
Ans. (d)

23. A well designed MIS serves as the –

a. Powerhouse of the firm
b. Marketing department of the firm
c. Nerve centre of the firm
d. All of those
Ans. (c)

24. A database in which the customer product and sales databases are
included is called –
a. Mega database
b. Data warehouse
c. Information centre
d. Data centre
Ans. (b)
25. Which one of the following is not a benefit offered by MIS?
a. Marketing managers can analyze markets and marketing situations
b. It provides market information to managers
c. It helps production managers take decisions related to markets
d. It allows the firm to tap opportunities present in the market
Ans. (c)

26. The marketing decision support system (MDSS) links a decision-maker

to –
a. Markets
b. Databases
c. Analysis tools
d. Both b and c
Ans. (d)

27. Sales call report is a type of –

a. Monitoring information
b. Recurrent information
c. Customized information
d. None of those
Ans. (b)

28. The information collected from trade journals falls under the gamut of
–
a. Customized information
b. Recurrent information
c. monitoring information
d. None of those
Ans. (c)

29. Which one of the following is not part of MIS?

a. Marketing research system
b. Internal records system
c. Marketing intelligence system
d. Power management system
Ans. (d)

30. The definition of marketing research includes the term “evaluate

marketing actions” which one of the following is one of such actions?
a. Manufacturing of product package
b. Issue of leaflets in a conference
c. Getting questionnaire filled up from a respondent in a market
d. Depositing a cheque, issued by a customer, in one firm’s bank
Ans. (b)
31. Which one of the following is the third step in the process of marketing
research?
a. Analyze the information
b. Develop the research plan and design
c. Present the findings
d. Collect the information
Ans. (d)

32. If we get data from a marketing research agency this data would be
deemed.
a. Primary data
b. Secondary data
c. Tertiary data
d. Raw data
Ans. (b)

33. What do reference groups do in the process of consumer buying

behaviour?
a. They recommend to individual a particular product or service
b. They provide benchmarks for comparing and evaluating group and
personal characteristics
c. They buy product or service first and an individual buys them later
d. They dissuade an individual from buying a particular product or service
Ans. (b)

34. Which one of the following is not likely to affect consumer’s buying
behaviour?
a. Occupation
b. Global economic meltdown
c. Education
d. None of the above
Ans. (d)

35. If we try to meet more and more people and share our emotions with
them, we are satisfying the following need.
a. Self-actualization
b. Physiological
c. Security
d. Social
Ans. (d)

36. If a consumer understands a wrong message in the right way, the firm
would stand to –
a. Lose
b. Gain
c. Remain unaffected
d. None of those
Ans. (b)

37. If a consumer understands the right message in a wrong way, the firm
would stand to –
a. Gain
b. Remain unaffected
c. Lose heavily
d. None of those
Ans. (c)

38. If a person buys a TV set and complaints to the TV showroom about its
bad features he is suffering from –
a. Selective distribution
b. High involvement
c. Dissonance
d. Cognitive dissonance
Ans. (d)

39. How can we reduce, or totally eliminate post-purchase dissatisfaction of

consumer?
a. By offering him the same product at a low price in the next sales deal
b. By giving him a cents-off coupon
c. By promoting our product through media campaigns and telling the
customer that his purchase was the best one
d. By informing the customer that he can return the product and take his
money back if he has not liked it
Ans. (c)

40. On Monday, Mrs Sen purchased Britannia Marie biscuits. On Tuesday,

she went ahead for brand biscuits. How would you describe Mrs Sen’s
behaviour?
a. She does not know how to buy biscuits
b. Brand is certainly better than Britannia Marie
c. Mrs Sen is indulging in variety-seeking behaviour
d. Mr Sen’s behaviour is unpredictable, at best whimsical

41. The first two steps in the consumer adoption process are _______ and
______.
a. Interest, evaluation
b. Adoption, desire
c. Interest, adoption
d. Awareness, interest
Ans. (d)
42. The primary methods of data collection are interview, ________ and
_______.
a. Observation, telephone
b. Telephone, questionnaire
c. Questionnaire, observation
d. MR Agency, newspaper
Ans. (c)

43. In modified rebuy, consumer demands ________ modification or

________ modification.
a. Product, price
b. Type, logistics
c. Logistics, package
d. None of those
Ans. (a)

44. A gatekeeper, in the context of business buying behaviour, is a person

who acts as a filtering agent between ______ and ________.
a. Production, purchase
b. Buyer (committee), seller
c. Buyer (committee), CEO
d. CEO, markets
Ans. (b)

45. _____ developments and _____ objectives affect business buying

behaviour in a major way.
a. Economic, commercial
b. Commercial, emotional
c. Emotional, marketing
d. Economic, organizational
Ans. (d)

46. Two important attributes to be considered in Vendor evaluation are

______ and ________.
a. Values, proximity
b. Delivery, servicing
c. Reputation, notoriety
d. None of the above
Ans. (b)

47. A market segment must be ______ and _______.

a. Substantial, powerful
b. Powerful, measurable
c. Measurable, differentiable
d. Actionable, powerful
Ans. (c)

48. Two genres of consumer market segmentation are _________ and

________.
a. Demographic, promotional
b. Behavioral, geographic
c. Geographic, social
d. Psychographic, economic
Ans. (b)

49. Under the process of behavioural segmentation, we consider _______

and ______ as two major criteria.
a. Benefits, personality
b. Personality, life-style
c. Occasions, benefits
d. Occasions, life-style
Ans. (c)

50. The differentiated marketing strategy of segmentation involves

_______ products and several ________ programmes to prepare the
different market mix for each market segment.
a. Unusual, segments
b. Different, segments
c. Segmented, markets
d. None of those
Ans. (b)

51. state true/false

1. Size is a rational product buying motive
2. Cue is defined as any object in the environment that is not perceived by
the individual
a. 1-T, 2-F
b. 1-F, 2-T
c. 1-T, 2-T
d. 1-F, 2-F
Ans. (c)

52. state true/false

1. Ego is a control device that maintains a balance between id and superego.
2.According to the psychoanalytical a model, id is immature and pleasure-
seeking
a. 1-T, 2-T
b. 1-F, 2-F
c. 1-T, 2-F
d. 1-F, 2-T
Ans. (a)

53. state true/false

1. Under-positioning and over-positioning are the same phenomenon
2. Under doubtful positioning, buyers may find it hard to believe what the
brand claims in terms of product price or features
a. 1-T, 2-F
b. 1-F, 2-T
c. 1-T, 2-T
d. 1-F, 2-F
Ans. (b)

54. state true/false

1. In user positioning, we position the product according to best use
2. In competitor positioning, we try to undermine our product vis-à-vis that
of a named competition
a. 1-F, 2-T
b. 1-T, 2-T
c. 1-F, 2-F
d. 1-T, 2-F
Ans. (c)

55. state true/false

1. Specialty goods-an example is salt
2. Unsought goods-an example is insurance
a. 1-T, 2-F
b. 1-F, 2-T
c. 1-T, 2-T
d. 1-F, 2-F
Ans. (b)

56. state true/false

1. For Maruti Udyog Ltd, MRF tyres are component material
2. For a household, a cement-concrete mixer is an industrial product
a. 1-T, 2-F
b. 1-T, 2-T
c. 1-F, 2-T
d. 1-F, 2-F
Ans. (a)

57. state true/false

1. Product mix width refers to the total number of product lines of a firm
2. Product mix consistency informs how many versions of a product are
being offered in a product line
a. 1-T, 2-T
b. 1-T, 2-F
c. 1-F, 2-T
d. 1-F, 2-F
Ans. (b)

58. state true/false

1. During the product introduction stage, the firm must advertise heavily in
the targeted markets.
2. During the product decline stage, it is better to use a high-price strategy
to skim the markets.
a. 1-T, 2-F
b. 1-F, 2-F
c. 1-F, 2-T
d. 1-T, 2-T
Ans. (a)

59. state true/false

1. One advantage of branding is that it helps create customer loyalty
2. One disadvantage of branding is that customer does not pay extra for a
branded item
a. 1-T, 2-T
b. 1-F, 2-F
c. 1-T, 2-F
d. 1-F, 2-T
Ans. (c)

60. state true/false

1. In an oligopolistic market, there are few players and they dominate the
entire market
2. In perfect competition, there is the only seller and too many buyers
a. 1-T, 2-F
b. 1-T, 2-T
c. 1-T, 2-T
d. 1-F, 2-F
Ans. (a)

61. Match the following –

1. Destroyer pricing I. Different regions as criteria
2. Geographical pricing II. To get a quick sale
3. Promotional pricing III. Use the site/location to set price
4. Location pricing IV. To eliminate competition
a. 1-III, 2-II, 3-IV, 4-I
b. 1-IV, 2-I, 3-II, 4-III
c. 1-I, 2-II, 3-III, 4-IV
d. 1-II, 2-IV, 3-I, 4-III
Ans. (b)

62. Match the following

1. Solving I. Door delivery
2. Transportation II. Store the products
3. Breaking Bulk III. Rearrange items
4. Holding stock IV. Break small packages into small ones
a. 1-III, 2-I, 3-IV, 4-II
b. 1-IV, 2-III, 3-I, 4-II
c. 1-III, 2-IV, 3-II, 4-I
d. 1-IV, 2-III, 3-II, 4-I
Ans. (a)

63. Match the following

1. Retailer I. Low margin, high volume
2. Manufacturer II. Does not take title to goods
3. Distributor III. The direct link with the customer
4. Agent IV. Gives products to distributes
a. 1-III, 2-IV, 3-I, 4-II
b. 1-II, 2-I, 3-IV, 4-III
c. 1-III, 2-IV, 3-II, 4-I
d. 1-IV, 2-III, 3-II, 4-I
Ans. (a)

64. Match the following

1. Discount store I. Limited product lines
2. Off-price store II. Low price low margin
3. Specialty store III. Food and non-food products
4. Superstore IV. Sells at less than retail price
a. 1-I, 2-II, 3-III, 4-IV
b. 1-IV, 2-III, 3-II, 4I
c. 1-II, 2-IV, 3-I, 4-III
d. None of the above
Ans. (c)

65. Match the following

1. Sales promotion I. Poster
2. Advertising II. Discount coupon
3. Public relations III. Telephone used quite often
4. Direct marketing IV. Newspaper feature
a. 1-II, 2-I, 3-III, 4-IV
b. 1-IV, 2-II, 3-I, 4-III
c. 1-III, 2-I, 3-IV, 4-II
d. 1-II, 2-I, 3-IV, 4-III
Ans. (d)

66. Identify the steps of the communication development process.

1. Design a message
2. Target customer feedback
3. Carry marketing research
4. Identify promotional objectives
5. Get results
6. Select communication channels
7. Target customer feedback
8. Preface target customer people
9. Select the message source
a. 3, 2, 7, 6, 5
b. 8, 4, 1, 6, 9, 7
c. 5, 4, 1, 8, 7, 3
d. 1, 6, 5, 8, 5, 4
Ans. (b)

67. The workload method for determining sales force size comprises the
following steps:
1. Calculate the number of salespeople needed
2. List the activities a sales executive must perform
3. Identify customers and group them into different categories
4. Define sales of four people’s uniform
5. Get in touch with a sales consultant
6. Analyze the number of calls one has to do in a particular period
7. Find out the time available for selling and non-selling activities of sales
executives
8. Make a list of all sales personnel, including the sales manager
a. 8, 6, 3, 5, 4
b. 4, 1, 2, 5, 3
c. 3, 2, 7, 6, 1
d. 5, 3, 6, 1, 4
Ans. (c)

68. The following is the procedure for recruiting sales personnel.

1. Appointment sales staff
2. Getting two references from the applicant
3. Screening
4. Personnel interviews
5. Final interview and appointment
6. Psychological grilling
7. Tests
8. Application blank
9. Orientation
10. Medical examination
a. 1, 7, 6, 2, 8, 4, 9
b. 3, 4, 2, 7, 6, 5, 9
c. 8, 5, 3, 2, 6, 4, 9
d. 8, 3, 2, 4, 7, 10, 5
Ans. (d)

69. The following are the steps of the personal selling process.
1. Follow up
2. Generation of clues
3. Lead evaluation
4. Presentation and demonstration
5. Buyer analysis
6. Providing solutions to customer
7. Solving problems of the team
8. Order generation
9. Approaching customer
10. Lead generation
a. 2, 9, 3, 5, 10, 6, 2
b. 10, 3, 5, 9, 4, 6, 8, 1
c. 10, 7, 3, 5, 6, 2, 4, 1
d. None of these
Ans. (b)

70. The exact order the customer development process is as follows:

1.Partner
2. Advocate
3. Repeat customer
4. Prospects
5. Suspect
6. First-time customer
7. Targets
8. Clients
9. Hot clients
10. Member
a. 10, 6, 9, 4, 1, 3, 5, 2
b. 5, 3, 2, 1, 9, 8, 7, 10
c. 5, 4, 6, 3, 8, 10, 2, 1
d. 5, 4, 10, 6, 8, 2, 3, 9
Ans. (c)

71. State whether the following statements are true or false

1. International marketing allows firms to earn from global markets if their
domestic operations are not yielding good results
2. Domestic market extension approach, under the aegis of international
marketing, assumes that global markets are more important than domestic
ones.
3. Product invention, under the aegis of international marketing, refers to
the development of a new product to satisfy the local customers of an
international market
4. The advertisement of united colours of Benetton is slightly bold, even
obscene
a. 1-T, 2-T, 3-T, 4-F
b. 1-T, 2-F, 3-T, 4-T
c. 1-F, 2-T, 3-F, 4-F
d. 1-T, 2-F, 3-T, 4-F
Ans. (b)

72. State true/false

1. The country of origin is the one where goods are manufactured
2. Bill of being lading is given by the aircraft’s carrier company loads the
guide of the exporter
3. International price depends upon the product’s brand image, not upon
the cost of production and distribution
3. Transfer pricing is the determination of the price at which an MNC
moves goods between its subsidiaries in various countries
4. Realistic transfer price may be difficult to set because there may no
product directly comparable to the item being exported
a. 1-T, 2-F, 3-F, 4-T
b. 1-F, 2-F, 3-T, 4-T
c. 1-F, 2-T, 3-T, 4-T
d. 1-T, 2-F, 3-F, 4-F
Ans. (b)

73.
1. The “owe-us” legal language would help a salesman clinch sales deals
2. If you want a good relationship with your client, adopt an attitude of
accepting responsibility for products failures
3. CRM is dedicated to acquiring, developing and retaining new customers
and not at all focusing on loyal ones
4. In a modern customer-oriented organization, front-line staff are at the
top of the pyramid
a. 1-F, 2-F, 3-T, 4-T
b. 1-T, 2-T, 3-F, 4-T
c. 1-F, 2-T, 3-F, 4-F
d. None of these
Ans. (c)
74. State whether True or not:
1. Sales manual deals with personnel and training policies
2. On-the-job training is best for technical trainees
3. The brainstorming method of training does not generate many benefits
4. A salesman need not know about the objectives of the firm he works for
a. 1-T, 2-T, 3-F, 4-T
b. 1-F, 2-F, 3-F, 4-T
c. 1-T, 2-F, 3-T, 4-T
d. 1-F, 2-T, 3-T, 4-T
Ans. (d)

75. State whether the given statements are true or not:

1. Stimulus-response selling approach provides stimulus to the buyer and
expects a response from him
2. In the need satisfaction selling approach, the salesman identifies the
need of customers and gives him various offers (Product choices) to choose
from
3. In the problem-solving selling approach, the purchase problem of the
customer is solved by a salesman by generating only one alternative
4. The personal selling approach fails, in so far as industrial goods selling
are the major forms area.
a. 1-F, 2-F, 3-T, 4-F
b. 1-T, 2-T, 3-T 4-F
c. 1-F, 2-F, 3-F, 4-T
d. 1-T, 2-T, 3-F, 4-F
Ans. (d)

76. Marketing Research means the careful & objective study of produced
design market and SS transfer activities as physical distribution and
marketing advertising & sales management.
a. True
b. False

77. Marketing Research is the gathering recording analysis of all facts about
the problem. Reliably to the transfer and sale of good & service from
production to consumer. Who has given the definition?
a. American Management Association
b. Australian Management Association
c. Americana Management Association

78. Which one of the following is the kinds of Marketing Research.

a. Research or products & service.
b. Research or Market
c. Research or sales method & policies.
d. All of the above
79. Which one of the areas of classification in Market Research.
a. Research or Consumer
b. Research or market/demand
c. Research or Product/Brand
d. Research or Competition
e. All of the above

80. Are following the components on Research Advertising & Promotion.

a. Motivation Research
b. Media Research
c. Appraised of ad campaigns
d. All of the above

81. The steps in the Research Design Process.

a. Define the research problem.
b. Estimate the value of information
c. Select the data collection approach
d. Select the measurement technique
e. All the above.

82. We can use three types of evidence to make inferences about causation
a. Con commit ant vanadium
b. Sequence of occurrence
c. Absence of other potential causes factors
d. All of the above
8. Survey research is the systematic collection of information directly from
reproduces like.
a. Telephone interview
b. Mail interviews
c. Personal interviews
d. All of the above

83. In experimental Research the researcher manipulates one or nine

variables in such a way that is the effect on one or more variables can be
measured.
a. True
b .False

84. Which one of the following is used as the measurement techniques used
in making re-usual.
a. Questionnaires
b. Attitude scope
c. Observation
d. All the above