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Advanced Wealth Management Course (IIBF) - Paper 2

Ch 2: Marketing - The Starting Point

Q1.

Which of the principle is not correct in the marketing concept?

All marketing activities in an enterprise need to be organizationally coordinated.

The goal of the enterprise needs to be profitable sales volume.

All company planning and operations need to be customer focused.

None of the above

Q2.

The basic elements of the marketing mix is/are:

Product

Promotion

Place

Price

All of the above

Q3.

The marketing mix can also be called the controllable variables of market.

True

False

Q4.

The product planning process includes:

Branding

Quality

Both (a) & (b)

Advertising

Q5.

Primary data is information that has already been collected and used for other purposes and may be collected from sources both internal or external to the organization.

True

False

Q6.

(I) The process of collecting secondary data is sometimes referred to as ‘desk research’. (II) Secondary data can be gathered much slower and at far more expense than primary data.

Both the statements are correct

Only statement (I) is correct

Only statement (II) is correct

Both the statements are wrong

Q7.

(I) Observation research involves the systematic recording of behavior and events as they occur. (II) The major advantage of surveys is their flexibility and adaptability in many different situations.

Both the statements are correct

Only statement (I) is correct

Only statement (II) is correct

Both the statements are wrong

Q8.

External influences on a customer’s purchase decision are:

Attitudes of the customer’s reference group

Social norms, roles, values

Both (a) & (b)

Cultural differences

All of the above

Q9.

The feeling of ‘post-purchase’ discomfort in psychological terms is called ‘cognitive dissonance’.

True

False

Q10.

Marketing research is important because of:

Shorter product life cycles

More complex markets

Globalization of markets

Both (b) & C)

All of the above

Q11.

Relationship marketing is the process of building long-term relationships with customers, as organizations aim to move prospective customers to become advocates.

True

False

Q12.

Food and water are _____________ needs.

Safety needs

Physiological needs

Self-esteem needs

None of the above

Q13.

Individual influences on purchase decisions is/are:

Motivation

Perception

Learning

All of the above

Q14.

Disadvantages of the Web as a research method include inaccurate responses and non-representative samples because of the demographics of Internet users.

True

False

Q15.

The step/s you would take of establishing a marketing research program for your organization:

Define objectives

Conduct exploratory research

Design actual research program

Analyze & evaluate results

All of the above

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