CS/BBA (H)/SEPARATE SUPPLE/SEM-6/BBA-602/2011
2011
MARKETING MANAGEMENT - III
Time Allotted : 3 Hours Full Marks : 70
The figures in the margin indicate full marks.
Candidates are required to give their answers in their own words
as far as practicable.
SECTION – A
( Multiple Choice Type Questions )
1. Choose the correct alternatives for the following 10 × 1 = 10
i) All the following are advertising coverage except,
a) Geographic coverage
b) Psychographic coverage
c) Action coverage
d) Audience coverage.
ii) All marketing activities that attempt to stimulate quick
buyer action or immediate sales of a product are known
as ________.
a) Sponsorship b) Advertising
c) Personal selling d) Sales promotion.
iii) The premise underlying geo-demographic targeting is
that people who _________ also share demographic and
lifestyle similarities.
a) are in the same income category
b) reside in similar areas
c) are of the same age
d) are of the same gender.
iv) The process of translating thought into a symbolic form
is known as _______.
a) Encoding b) Feedback
c) Noise d) Decoding.
v) A detergent that advertises how clean it gets clothes is
appealing to the ________ consumer need.
a) Functional b) Symbolic
c) Utilitarian d) Experiential.