Bcom Bachelor of Commerce Bachelor of Commerce: Marketing 2 — Questions and Answers
Question 1: A company uses different prices for the same product in different market segments. This strategy is called:
- Price skimming
- Price discrimination (Correct answer)
- Penetration pricing
- Psychological pricing
Correct answer: Price discrimination
Price discrimination involves charging different prices to different customer segments based on their willingness to pay.
Question 2: Which element of the promotional mix involves non-paid, non-personal communication about a company through media coverage?
- Advertising
- Sales promotion
- Publicity (Correct answer)
- Direct marketing
Correct answer: Publicity
Publicity is earned media coverage that is not directly paid for by the company, unlike advertising.
Question 3: A brand that commands higher prices due to consumer perception of superior quality is said to have:
- Brand loyalty
- Brand equity (Correct answer)
- Brand extension
- Brand parity
Correct answer: Brand equity
Brand equity is the added value a brand name gives to a product beyond its functional benefits.
Question 4: In the consumer decision-making process, the stage where a buyer recognizes a gap between their actual and desired state is called:
- Information search
- Evaluation of alternatives
- Problem recognition (Correct answer)
- Post-purchase evaluation
Correct answer: Problem recognition
Problem recognition is the first stage of the buying process, triggered when a consumer identifies a need or want.
Question 5: A marketing channel that eliminates all intermediaries between the producer and final consumer is called:
- Indirect channel
- Direct channel (Correct answer)
- Hybrid channel
- Intensive distribution
Correct answer: Direct channel
A direct channel has zero intermediaries, with the producer selling straight to the end consumer.
Question 6: Which research method involves asking the same group of respondents questions at multiple points in time?
- Cross-sectional study
- Longitudinal study (Correct answer)
- Ethnographic study
- Focus group study
Correct answer: Longitudinal study
Longitudinal studies track the same respondents over time to observe changes in attitudes or behavior.
Question 7: The strategy of selling multiple products together at a single combined price is known as:
- Captive pricing
- Bundle pricing (Correct answer)
- Optional pricing
- By-product pricing
Correct answer: Bundle pricing
Bundle pricing combines several products into one package offered at a price lower than buying each item separately.
Bcom Bachelor of Commerce Bachelor of Commerce: Marketing 2
A company uses different prices for the same product in different market segments.
This strategy is called: