State agricultural university MBA (ABM) admission · India · State agricultural universities via ICAR AIEEA-PG Group 19
Original practice questions written to the published syllabus · not past papersGeneral marketing theory, from segmentation and the marketing mix to pricing, channels and communication, applied to food and agricultural products.
In the exams: agribusiness management PhD entrance and fellowship examinations, marketing (heavy); agricultural scientist eligibility tests (present)
How our questions for State agricultural university MBA admission spread across the units of Marketing Management. Difficulty: 36 easy, 11 medium, 0 hard.
| Marketing philosophies | 5 | |
| Product classification, product life cycle and new product development | 5 | |
| Channels and middlemen | 5 | |
| Pricing objectives, methods and strategies | 4 | |
| Marketing costs and margins | 4 | |
| Marketing environment | 3 | |
| Segmentation, targeting and positioning | 3 | |
| The marketing mix | 3 | |
| Branding, packaging and labelling | 3 | |
| Marketing communications and IMC | 3 | |
| Marketing information systems | 3 | |
| Customer relationship management | 2 | |
| Demand forecasting | 2 | |
| E-marketing | 2 |
Choose an answer, then open the working. Each explanation says why the right answer is right and why the others are not.
A want backed by the ability and willingness to pay is called:
D. Demand
Demand is a want backed by purchasing power and willingness to buy. A need is a state of felt deprivation, and a want is the form a need takes when shaped by culture and personality.
Further reading: Kotler and Keller, Marketing Management
The correct order of the consumer buying decision process is:
B. Problem recognition, information search, evaluation of alternatives, purchase decision, post-purchase behaviour
The five-stage model starts with problem recognition. Awareness-interest-evaluation-trial-adoption is the innovation adoption process and AIDA is a communication response model.
Further reading: Kotler and Keller, Marketing Management
Profits are typically negative or very low in which PLC stage?
D. Introduction
Heavy launch and distribution costs and low sales make introduction the loss-making stage. Profits rise in growth and peak around late growth or early maturity.
Further reading: Kotler and Keller, Marketing Management
Which list correctly gives Aaker's sources of brand equity?
A. Brand loyalty, name awareness, perceived quality, brand associations and other proprietary assets
Aaker (1991) listed loyalty, awareness, perceived quality, associations and other proprietary assets. Salience to feelings are building blocks of Keller's pyramid; the last list is SERVQUAL.
Further reading: Aaker, Managing Brand Equity, 1991
A feed mill has fixed costs of 900,000 a year, sells feed at 60 per bag and has a variable cost of 42 per bag. What is its break-even volume?
C. 50,000 bags
Break-even volume = fixed cost / (price - unit variable cost) = 900,000 / (60 - 42) = 900,000 / 18 = 50,000 bags. Dividing by the price alone (15,000) ignores variable cost; dividing by the variable cost (21,429) uses the wrong denominator. Dividing by price plus variable cost (102) gives 8,824.
Further reading: Kotler and Keller, Marketing Management
In the AIDA model, the stages are:
B. Attention, interest, desire, action
AIDA stands for attention, interest, desire and action. Awareness-interest-evaluation-trial-adoption is the innovation adoption model.
Further reading: Kotler and Keller, Marketing Management
The central economic argument for customer relationship management is that:
A. Retaining existing customers is usually cheaper than acquiring new ones, and loyal customers tend to buy more
Retention economics underpin CRM. Customer profitability analysis usually shows large differences between customers, and CRM complements rather than replaces research.
Further reading: Kotler and Keller, Marketing Management
The first step in the marketing research process is to:
A. Define the problem, decision alternatives and research objectives
Research starts by defining the problem and objectives, then develops the plan, collects and analyses data, presents findings and supports the decision.
Further reading: Kotler and Keller, Marketing Management
The Delphi method of forecasting relies on:
A. Anonymous rounds of expert opinion with controlled feedback
Delphi collects expert forecasts anonymously over several rounds, feeding back the group's views between rounds to move toward consensus.
Further reading: Kotler and Keller, Marketing Management
Farmers selling surplus machinery to other farmers through an online classified platform is which e-commerce model?
C. C2C
Consumer-to-consumer exchanges occur between individuals. B2C is business selling to consumers; C2B is individuals offering to businesses.
Further reading: Kotler and Keller, Marketing Management
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