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END OF SECTION C
END OF QUESTION PAPER
Suggested Answers
Marketing Management (MB221) : January 2006
Section A : Basic Concepts
1. Answer : (d)
Reason: Possession utility allows a buyer to use the product as
he wishes. It is the value that a buyer obtains from the
product. (b) Marketers provide time utility to their


customers by providing their products when the
customers want them. (c) Place utility is provided when
a marketer provides the product at locations preferred by
the customer. (d) Form utility is created when raw
material is converted into a finished product.
2. Answer : (a)
Reason: A new staff incentive scheme should be considered as
part of the internal environment and not the macroenvironment
of a firm. .


3. Answer : (b)
Reason: Increase in cost of selling is not a benefit of retaining
customers. The remaining options are benefits of
retaining customers.


4. Answer : (c)
Reason: Market logistics decisions involve order processing,
inventory management , and the transportation process.


5. Answer : (d)
Reason: A customer being dissatisfied with a product purchase
does not form sufficient ground to seek legal help.
Therefore, its not included in the consumer protection
act
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6. Answer : (c)
Reason: Customer profitability analysis is carried out with the
help of customer and operational data by using
specialized analytical techniques and advance software
technology. All other options are not applicable. CIS is
crucial for determining the profitability of each
customer.


7. Answer : (c)
Reason: Generic competition is a form of competition where
all the companies compete for the same disposable
income of the customers


8. Answer : (c)
Reason: Influencer is a person whose views and advice
influence the buying decision. Kavita acted in the role of
influencer and also as information gatherer because she
got the information that the skateboard Sanjay wanted to
purchase does not have any brakes. Kavita also
influenced the mother to stop the purchase. No family
member served as decider is false since the mother took
the role of decider. Sanjay acted in the role of initiator.


9. Answer : (b)
Reason: Reverse marketing is a process in which the
organization specifies the quality level of the raw


materials it requires from its suppliers and suggests that
they take sufficient steps to conform to the quality level.
Service also plays an important role, because no
organization would like to buy goods from a vendor who
cannot provide timely and efficient service.
10. Answer : (b)
Reason: In causal research, the cause and effect relationships
between two variables are analyzed. This research helps
managers select a particular strategy. It is carried out by
considering a detailed questionnaire. (a) Exploratory
research helps the management identify the presence of
potential opportunities and threats for the company. (c)
Descriptive research is generally conducted after the
exploratory research. As the problem is clearly defined
in exploratory research, the quantum or intensity of the
problem is identified. Option (d) and Option (e) are not
applicable.


11. Answer : (d)
Reason: Opting for leasing or buying relate to purchasing
policies. Purchasing policies of organizations differ.
Some organizations have a policy of buying systems
rather than individual components. Government
organizations usually buy through bidding. Therefore,
suppliers who have a comparative cost advantage may
prefer to target such markets.

12. Answer : (a)
Reason: The BCG matrix is a model used to allocate resources
to Strategic Business Units of an organization.


13. Answer : (c)
Reason: To implement a strategy, a firm needs commitment,
leadership, and superior managerial skills. Strategy must
be converted into actions to be achieved on a day-to-day
basis.
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14. Answer : (c)
Reason: Market leaders have considerable market share and a
significant presence in the industry.


15. Answer : (a)
Reason: Capital equipment comprises of the large tools and
machines that are used for the productions of goods or
for providing services. (b) Accessories are those
products that help in production or office activities. They
do not become part of final product. (c) A component is
a finished product or a product that needs a little
processing before becoming a part of the main product.
(d) Raw material is the basic material used in producing
a product. (e) Consumable supplies are products that are


consumed during production and delivery of the product
but they do not become part of the final product.
16. Answer : (a)
Reason: Product line pruning is reducing the depth of a product
line by deleting less profitable offerings in a particular
product category. (b) Product Line Extension is adding
depth to an existing product line by introducing new
products in the same product category. Product line
extensions give customers greater choice and help to
protect the firm from a flanking attack by a competitor.
(c) Product line filling is adding more products to the
existing range of the product line. (d) Product line
modernization is a strategy in which items in a product
line are modified to suit modern styling and tastes and
re-launched. (e) Product line stretching is introducing
new products into a product line.


17. Answer : (d)
Reason: A company may differentiate itself from its
competitors by image; the particular image or
"personality" it acquires is created by its logo and other
symbols, its advertising, its atmosphere, its events and
personalities. (a) Product differentiation implies
differentiating on the basis of product form, features,
benefits etc. Services differentiation lies in adding
valued services. (c) Differentiation achieved through
having better-trained people is personnel differentiation.
(d) Companies can achieve a distinct differentiation for
their products on the basis of the distribution channel
they use.


18. Answer : (c)
Reason: A private brand is a brand that is designated, owned
and used by a wholesaler or retailer.


19. Answer : (d)
Reason: Exclusive distribution has a limited number of
intermediaries between the producer and the customer.


20. Answer : (e)
Reason: The most crucial activity of the marketing channel
members is to match the needs of buyers and sellers.
Normally most sellers do not know where they can reach
potential buyers and similarly, buyers do not know
where they can reach potential sellers. From this
perspective, the role of the marketing channel to match
the buyers and sellers needs becomes very vital.
Producers can do without intermediaries, but not the
functions they perform. The smooth flow of products
from the producer to the end-user takes place with the
help of intermediaries. The flow of information from the


channel to the customers is essential in order to create
awareness among them about the availability of the
products. A set of interdependent organizations involved
in the process of making a product or service available
for use or consumption by the consumer or industrial
user is called a distribution channel.
21. Answer : (d)
Reason: Customers can clearly distinguish between message
sources is true. A mass marketing strategy implies an
unsegmented market where there would be little need for
marketing communication; hence it is not a way forward
for marketing communication. Message structure and
format does not illustrate what the marketing
communicator decides to say instead it is the message
content. Computers and IT are not helping a shift
towards effective mass marketing; instead the shift is
towards effective customized marketing.


22. Answer : (e)
Reason: The difficulty with effective sales promotion is the
fact they can be easily duplicated is true. (a) The
promotional mix contains seven elements. (b) Public
relations is not free. (c) Public relation is another
promotional element that provides immediate feedback.
(d) Advertising is a promotional element, which does not
create customized interaction.


23. Answer : (c)
Reason: Salesforce automation (SFA) is the use of technology
designed to make the sales function more effective and
efficient.


24. Answer : (c)
Reason: Sales variance analysis is a technique, which helps in
evaluating the factors responsible for the deviations in
sales.


25. Answer : (d)
Reason: Licensing is a form of providing access to a patent or a
trademark to some other company by charging a fee or
royalty. This will facilitate the licensed company to
leverage the value of these patents or trademarks and
increase its business potential.


26. Answer : (e)
Reason: Forums are discussion groups located on commercial
websites that link users to libraries, directories or chat
rooms.


27. Answer : (c)
Reason: A complaint log is used to record details of customer


complaints about service delivery. It serves as feedback
for the firm and in taking corrective actions to improve
service delivery.
(a) A policy manual details the
organization’s policies.
(b) An employee handbook
contains instructions, codes for employees.
(d) Option is
irrelevant.
(e) An operations manual contains details
about how various procedures and processes are to be
implemented.
28. Answer : (d)
Reason: Survival can be the short-term objective of an
organization’s pricing strategy to compete in the fiercely
competitive environment. Organizations feel that a
reduction in the price can be compensated with the
increase in sales volume.


29. Answer : (a)
Reason: In experience curve pricing, new products are
introduced at a low price. Organizations believe that as
employees acquire experience in producing the product,
they will learn the technology and production process
better and work more efficiently. Therefore, more units
are produced in the same period of time and the
organization’s cost of production decreases significantly.


30. Answer : (e)

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