Question Paper Marketing Management - II (MB1C2): October 2008

• Answer all 100 questions.
• Each question carries one mark.
1. Which of the following branding strategies involves managing a stable of brand names within a product category to suggest different
functions/benefits or cater to different buying patterns of the customers?
(a) Brand relaunch
(b) Brand extension strategy
(c) Multibrand strategy
(d) Brand rejuvenation
(e) Brand proliferation.

2. The test-marketing stage
(a) Is an extension of the screening stage
(b) Should come immediately after business analysis
(c) Ensures that the product will not fail
(d) Is a product introduced in few selected cities
(e) Prevents competitors from copying the product.

3. Which of the following consists of a unique sequence of lines that identifies a product with the help of an electronic scanner usually placed
at the retail checkout counters?
(a) Universal product code
(b) Retail product code
(c) Inventory status code
(d) Product price code
(e) Product line code.

4. A framework is generally used to analyze the effectiveness of the corporate code of ethics of an organization. The framework is segmented
into four divisions depending on the competition and the industry in which the firm is operating. Which of the following statements is/are
true regarding first segment of the corporate code of ethics?
I. In this segment, industrial atmosphere does not support strong ethics.
II. In this segment, the management should slowly direct the company’s efforts in building and maintain ethical standards.
III. In this segment, most firms look towards profit maximization and do not concentrate much of their efforts in building a corporate code
of ethics.
IV. In this segment, the professional code of ethics must be adapted to cultural factors thereby helping the firm in developing a strong
corporate code of ethics.
(a) Only (I) above
(b) Both (I) and (II) above
(c) (I), (II) and (III) above

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