Uttar Pradesh Technical University
UPTU: Model Question Paper MBA First Semester Examination, 2008-09
Q.1. This question contains 20 objective type questions. Choose the
correct answer and writtes serial order.
1)“Consumers may share a strong need that cannot be satisfied by an
The above mentioned statement indicates:
a) Nonexistent demand
b) Latent demand
c) Unwholesome demand
d) Full demand
2) “The concept that consumers will favour those products
that offer the most quality, performance, or innovative features” is:
a) product concept
b) production concept
c) selling concept
d) marketing concept
3) “Many people want a BMW sport car but only a few of them are
willing and able to buy one”, the statement indicates:
4) “Mr. Stephen brown, an American needs a veggie burger for
The statement indicates:
5) “The.....................concept is based on
the development, Design and implementation of marketing programs, processes, and
activities that Activities that recognize their interdependencies”.
a) Holistic marketing
b) Relationship marketing
c) B to B marketing
d) B to C marketing
6)Henry ford offered model. T ford in one colour black. His offering is
an example of........................ as in engages
in mass production, mass production, and mass production.
a) mass marketing
b) Differentiated marketing
c) Customized marketing
d) Services marketing
7) In ..............., consumer
preference remain scattered throughout the market space and consumers vary
greatly in their preferences.
a) Homogeneous preferences
b) Heterogeneous preferences
c) Diffused preferences
d) Clustered preferences
8) “Bajaj wave DTS-I is a scooter targeted for women. It
Variable of demographic segmentation .
c) Loyalty status
9) Uses status, usage rate and occasions variable of ........... segmentation.
10) .................... involves three
activities : market segmentation, market targeting and market positioning.
11) The various levels starting from core benefit and going up to
potential product are constituents of
a) Distribution levels
b) Product levels
c) Consumer levels
d) Manufacturing levels
12) Harley Davidson motorcycles, Montblanc pens, apple computers,
American holidays are marketed on the basis on style. Which of the following
concepts of marketing is applied to sell them :
b) value addition
c) Demand forecasting
d) Reminder advertising
13) Product line stretching can be done in which of the following ways:
a) Down market stretch
b) Up market stretch
c) Two way stretch
d) All three Options
14) The slogan “ Intel inside , launched by many companies such as Dell,
IBM, Compaq , HCL is an application of concept of :
a) Ingredient branding
b) Consumer affluence
c) Innovation opportunity
15) The various stages of product life cycle are :
c) Maturity and decline
d) All the three
16) The various levels of distribution channels are:
b) 1and 2 levels
c) 3 levels
d) All options.
17) Retailing operations in India are :
a) Very highly organized
b) Highly organized
c) Less organized
d) Not a all organized
18) Which of the following are methods advertising budget allocation :
a) percentage of sales method
b) All you can afford method
c) Competitive parity
19) HUL excels in which of the following :
a) B to B marketing
b) B to C marketing
c) Rural marketing
20) A Sales manager undergoing personal selling should have which
b) Negotiation skills
c) Product know how
TOYOTA – ALWAYS AHEAD
Toyota may have gotten its start in automaking by being a fast
follower, but it is now the innovator. In1936. Toyota admitted following
Chrysler’s land-mark airflow and patterning its engine after a 1933
Chevrolet engine. But by 2000, when it introduced the first hybrid
electric-gasoline car, the pries, Toyota was the leader. In 2002, when the
second-generations price hit showrooms, dealers received 10,000 orders
before the car was even available; GM followed with an announcement that it
would enter the hybrid market with models of its own.
Toyota’s strategy for the pries was to build an environmentally friendly
car that reduced the footprint on the environment by reduced energy
consumption, greenhouse gas emission rates, and smog emission rates, Toyota
president Fujio Cho sees environmental performance as essential to the
future of cars.
Introducing such leading-edge products present marketing challenges. For
the example , the marketing messages must educate consumers that the pries
doesn’t need to be plugged in, as an electric car does. The marketing
massages must also communicate the value fuel efficiency, not just fuel
savings for the customers, but for the environment as well, “Every gallon of
gas burned releases 20 ponds of carbon-dioxide into the atmosphere. General
public still lags in appreciating the global warming significance of that” ,
said Dave Hermance, executive engineer for environmental engineering at
Toyota offers a full line of the cars the U.S. market, from family sedans to
sport utility vehicles to trucks to minivans. Toyota also has products for
different price points, from lower-cost scions to mid. priced Camry’s to
luxury Lexus. designing these different products mean listening to different
customers , building the cars they went, and then crafting the marketing to
reinforce each make’s image. For example, Toyota spent four years carefully
listening to teens before . launching the scion for first-time car buyers.
It learned, for instance, that scion’s target age group of 16-21 years-olds
wanted personalization. To meet that preference, Toyota will build the car
mono-spec at the factory and let customers at dealerships choose from over
40 customization elements, from stereo components to wheels and even floor
mats. Toyota markets the scion at music events and will have showrooms where
“young people feel comfortable hanging out and not a place where they just
go share at a car”, said scion vice president Jim letz.
In contrast, Toyota’s marketing strategy for the Lexus line focuses
on perfection. the tagline for the global strategy is “passionate pursuit
perfection”, dealership offer white-glove treatment. Toyota markets Lexus
globally and understands that cash country defines perfection differently.
In the united states, for example, perfection and luxury mean comfort, size
and dependability. In Europe, luxury mean attention to detail and brand
heritage. Therefore, although the core of Lexus marketing is similar (a
consistent Lexus visual vocabulary, logo, font and overall communication),
the advertising various by country.
A big reason behind Toyota’s success is its manufacturing Toyota’s
combination of manufacturing speed and flexibility is world class. Its
plants can make as. Many as eight different models at the same time, which
bring Toyota huge increases in productivity and market responsiveness.
Toyota is in the midst of for integrating its assembly plants amount the
world. In to single giant network . The plants will customize cars for local
markets and be able to shift production quickly to satisfy any surges in
demand much markets worldwide. With a manufacturing network, Toyota can
build a wide variety of
Models much more inexpensively . That build whole new assembly
operations, “If there’s a market or market segment where they aren’t
present, they go there “, said Tatsuo Yoshida, auto analyst at Deutsche
Securities Ltd. And with consumers increasingly fickle about what they want
in a car. such market agility gives Toyota a huge competitive edge. Toyota’s
sales rose in every region the world in 2003, and the company earned $146
billion. It edged past Ford motor Co., to become the world’s second-largest
carmaker, and its market cap of $110 billion is more than that of GM, Ford
and Daimler Chrysler combined. Toyota is now eyeing the top sport with a
goal of surpassing GM as the world’s carmaker by 2010.
1. What have been the key success factors for Toyota?
2. Here is Toyota vulnerable? What should it watch out for? How should it
go further forward?
PART - III
Q.3 proctor and Gamble intends to launch a new range of detergents in
India. Ideally it should undergo a process of marketing Research. With
reference to above, discuss the process of marketing Research.
“ Marketing Environment largely affects the profit of the company”.
With reference to above statement explain the various factors which
affect Marketing Environment.
Q.4 “HUL is highly successful because of its strategy of proper
segmentation”. Do you agree with the above statement. Also discuss the
various bases of segmentation.
Explain product and Service Differentiation with examples.
Q.5 Eludicate the various stages of the New product Development. Taking
the example of ‘Nano Car’.
Explain Brand Management with reference to Brand Equity, Brand Resource
and Brand Reinforcement Give examples to support your answer.
Q.6 Explain the various channels of distribution of Consumer products.
Also discuss the various factors which affect channel distribution.
“A proper combination of elements of promotion-Mix is necessary for
success of an organization”.
Elaborate the above statement and discuss the various elements of