MTTM1

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Mgt201 – FINAL EXAM – FIRST TERM 2021-2022 – REVIEWED BY BLUE72
Define Consumer products. Explain the various types of Consumer products with the help of suitable examples.
Answer
Consumer products, also referred to as final goods, are products that are bought by individuals or households for
personal use. In other words, consumer products are goods that are bought for consumption by the average consumer
• Convenience products – bought more frequently, and not much consideration to the price.
Like milk, tooth paste etc
• Shopping products – bought less frequently, and there a certain level of consideration for price. Examples such as
clothes and furniture.
• Speciality products – unique selling point, makes an effort to buy them an you don’t
compare them with other
Take, for example, a Ferrari (a specialty product).
• Unsought product
Unsought products are products that consumers do not normally buy or would not consider buying under normal
circumstances.
Diamond rings, pre-planned funeral services, and life insurance are all examples of unsought products.
What do you mean by the AIDA model in Marketing? Explain the Various steps involved in the AIDA Model.
Answer:
AIDA stands for, Attention, Interest,Desire,action.
• Attention – stands for the attracting elements of what draws the attention of the customer towards the product.
• Interest – is gained by highlighting the advantage and disadvantage of the product
• Desire – this is done through explain to the customer how this product will satisfy a need
• Action – action taking by the customer after fulfilling the 3 above steps
Write short notes on the following.
• Omni Channel retailing (2.5 Marks)
• The Goods-service Continuum (2.5 Marks)
Answer:
Omni channel retailing :
-Deeper and broader selection
-Personalization
Personalized customer service (online chats)
Personalized offering
-Expanded market presence
-Ability to collect information

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Mgt201 – FINAL EXAM – FIRST TERM 2021-2022 – REVIEWED BY BLUE72
The goods and services continuum enables marketers to see the relative goods/services composition of total products. A
product's position on the continuum, in turn, enables marketers to spot opportunities.
What do you mean by Business-to-business (B2B) marketing? Explain briefly the 4 important types of business
customers involved in the B2B Market with examples.
Answer:
Business-to-business (B2B) is a transaction or business conducted between one business and another, such as a
wholesaler and retailer. B2B transactions tend to happen in the supply chain, where one company will purchase raw
materials from another to be used in the manufacturing process
1Resellers
Manufacturers
Wholesalers and Distributors
Retailers
2 Institutions
Hospitals, educational institutions, and religious organizations
Examples of purchases by institutions:
• Textbooks
• Capital construction
• Equipment
• Supplies
• Food
• Janitorial services
3 Government
In most countries, government is one the largest purchasers of goods and services.
Local, state, and federal governments.
4 Manufacturers and Service Providers
Buy raw materials, components, or parts.
Manufacture their own
goods and ancillary services.
Which of the following is being used by a store owner who sends out a text message to all of her preferred
customers announcing the arrival of this season's new clothing?
O a. Sales promotions
O b. Advertising
O c. Personal selling

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Mgt201 – FINAL EXAM – FIRST TERM 2021-2022 – REVIEWED BY BLUE72
O d. Mobile marketing
Danish is especially price sensitive. He has been known to line up on
"Black Friday" (the day alter
Thanksgiving) at 4 a.m. to be among the first to buy sale items. Daniel would likely respond to a ————pricing strategy.
O a. Uniform
O b. Premium
O c. Price skimming
O d. High Low
Which of the following is an example of an unstructured question?
O a. "Would you buy this product (A. definitely, B. maybe, C. definitely not)?"
O b. "What would convince you to buy this product (A. lower price, B. larger packaging)
O c. "Would you buy this product (Yes/No)?"
O d. "Why did you buy this product?"
s
refers to online and mobile technologies that distribute content to facilitate inter personal interactions.
O a. Public relations
O b. Surveys
O c. Consumer outlets
O d. Social media
Creating and updating the marketing plan is the responsibility of———-
O a. The marketing department
© b. Top management
O c. The portfolio manager
© d. The finance department
is the term used to describe the situation when retailers use some combination of stores, catalogs, and
the Internet to sell merchandise.
O a. Omni-channel retailing
b. Horizontal channel integration
O c. Vertical channel integration
© d. Cross-channel leverage
For a major university, undergraduate studies, graduate studies, and professional programs would be

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Mgt201 – FINAL EXAM – FIRST TERM 2021-2022 – REVIEWED BY BLUE72
within the university's product mix.
O a. Product lines
© b. Brand associations
O c. Family brands
O d. Co-brands
One of the below is not an economic situation that impact marketing
O a. Interest rates
O b.Inflation
O c. Sustainability
O d. Foreign currency fluctuations
Firms that are engaged in sentiment mining are analyzing data collected from
O a. Observations.
© b. Social media sites.
O c. Experiments.
O d. In-depth interviews.
Nosaiba is currently researching data sources from within her company to make marketing decisions. She is
making use of
databases.
O a. External
O b. Online
© c. Internal
© d. Public
A——-gap reflects the difference between customers' expectations and the firm's perception of those
customer expectations.
O a. Knowledge
© b. Standards
O c. Delivery
© d. Seniority
For a price skimming strategy to work, the product or service must
O a. Be bundled with products or services already available on the market.
O b. Be similar to what consumers are already comfortable with.
O c. Offer consumers some new benefit currently unavailable in alternative products.
© d. Have low production costs.
Ruqayya owns a pet sitting service. She recently paid a web developer to build a special version of his company
website for use on smartphones. Customers will now be able to easily place orders for pet sitting on their cell

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Mgt201 – FINAL EXAM – FIRST TERM 2021-2022 – REVIEWED BY BLUE72
phones. This is an example of
O a. M-Commerce.
O b. Smart retailing.
O c. Channel expansion.
© d. Cell selling.
The Service Gaps Model is designed to highlight those areas where
O a. Manufacturers are cutting corners on product quality.
O b. Service providers know more than their customers.
O c. Customers believe they are getting less or poorer service than they should.
© d. Service providers provide the best possible service.
———-groups consumers on the basis of the benefits they derive from products or services.
O a. Economic Segmentation
O b. Demographic Segmentation
O c. Geographic Segmentation
O d. Benefit segmentation
Saudi Electronic University is purchasing laptops for its faculty members to deliver leeture to its students is an
example of
O a. C2B marketing
O b. B2C marketing
O c. B2B marketing
© d. C2C marketing
The process through which organizations invite alternative vendors or suppliers to bid on supplying their
required components or specifications is formally referred to as
O a. Contract development.
O b. A bidding initiative.
O c. Request for proposals.
© d. Specification review.
Marketers frequently design customer relationship management programs to
O a. Attract consumers who have safety needs.
O b. Retain loyal customers.
O c. Increase internal information search.
O d. Improve profit margins.

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Mgt201 – FINAL EXAM – FIRST TERM 2021-2022 – REVIEWED BY BLUE72
Marketers————an advertising campaign to ensure that various elements of the campaign will work in an
integrated fashion and do what they are intended to do.
© a. Post test
O b. Flight
O c. Pretest
O d. Monitor
After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in———-
O a. Problem recognition
O b. Evaluation of alternatives
O c. Product expectations
© d. Post purchase evaluation
Good marketing is no accident, but a result of careful planning and——
O a. Execution
O b. Selling
O c. Research
O d. Strategies
Your marketing department is currently researching the age, race, and household structures of your target
market. Which environment is being researched?
© a. Social and cultural
O b. Legal
O c. Economic
O d. Competitive
is used when a company introduces a new item under an existing brand name to an established product
line.
O a. Line extension
O b. Co-branding
O c. Brand extension
© d. Licensing
To be successful, an advertisement must
O a. Offer the highest quality service
O b. Reach consumers frequently
O c. Gain the attention of consumers
O d. Promise the lowest market price

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Mgt201 – FINAL EXAM – FIRST TERM 2021-2022 – REVIEWED BY BLUE72
Among the following, which of the following is NOT one of the main elements of a typical business plan?
O a. Business overview
© b. Promotions overview
O c. Product overview
O d. Market overview
Procedure of arranging a product to occupy distinct place in target customers mind is called
O a. Positioning
O b. Market segmentation
O c. Differentiation
O d. Targeting
A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n)
strategy.
O a. Advertising
Mobile marketing
O c. Public relations
O d. Personal selling
Price skimming focuses on selling products to ——and ———in the consumer adoption process model.
O a. The early majority; The late majority
O b. Innovators; Early adopters
O c. The late majority; Laggards
O d. Early adopters; The early majority
A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n) —
——-strategy.
a. Advertising
O b. Mobile marketing
O c. Public relations
O d. Personal selling
Through——-local firm purchases the right to use a company's processes and brands in a service Through business.
O a. Indirect exporting
O b.Contract manufacturing
Oc. Franchising
O d. Joint ownership

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Mgt201 – FINAL EXAM – FIRST TERM 2021-2022 – REVIEWED BY BLUE72