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Assignment: 1

Instructions:
Number of Questions: 20
Maximum Marks: 20
Each question carries 1 Mark.
All questions are compulsory.
Attempts: 1
1
What approach can be defined as 'a set of objects together with the relationship
among them and their attributes'.

Functionnal
Management
System
Geographical

2
Channels like stockists, wholesalers, retailers, etc.comes under

Distribution
Communication
Trade
Service

3
The shared experiences, stories, beliefs, and norms that characterize an
organization.

Reputation
Ethics
Corporate Culture
Publicity

4
What concept includes activities such as research, development and launching
new high-quality product both quickly and well within budgets.

Market Enhancement
New Product Realization
Public Image
Brand value

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5
Which characteristic does the Functional Approach to marketing organization
emphasize?

Specialization by product line

Specialization in advertising
Specialization by geographical area
Specialization in sales

6
In which scenario is the Product Approach to marketing organization most
applicable?

When there are substantial differences between target markets

When there is a need for logistic efficiency
When technical differences exist among products
When market opportunities are small

7
Why delivering high customer satisfaction is considered a better approach than
erecting high switching barriers?

It is easier to implement
It makes it harder for competition to overcome switching barriers
It is more cost-effective
It requires less investment

8
What does relationship marketing involve?

Maximizing profits through aggressive marketing

Focusing on attracting new customers
Knowing and serving customers better
Ignoring repeat customers for new prospects

9
What is the primary impact of the accelerating pace of technological change in the
market?

Increased time lag between ideas and implementation

Slower innovation
Decreased opportunities for innovation
Reduced time between new ideas and implementation

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10
Which of the following is an example of a Mega Trend?

Short-term fad
Seasonal trend
Economic liberalization
Hairstyle trend

11
In the context of consumer buying behavior, what is the primary function of the
Selective Retention process?

To interpret information in a way that matches preconceived notions.

To notice and respond to only some stimuli among countless exposures.
To remember stimuli that satisfy needs and expectations.
To prioritize and satisfy the most important needs first.

12
What characterizes the demand for organizational goods and services?

Elastic demand, highly responsive to price changes.

Fluctuating demand, similar to the demand for most consumer goods.
Inelastic demand, where price changes do not significantly impact total
demand.
Direct correlation with consumer demand, leading to consistent market
trends.

13
What is the primary focus of the "Cash Cows" category in the BCG Matrix?

Businesses with low market share in low-growth markets.

Businesses that operate in high-growth markets with low market shares.
Businesses that have a high market share in high-growth markets.
Businesses with the largest market share in markets with low growth rates.

14
In marketing planning, what does the segmentation, targeting, and positioning
(STP) strategy involve?

Developing specific marketing tactics for different market segments.

Producing products first and then identifying target markets.
Creating value through customer segmentation, market selection, and
value positioning.
Setting financial objectives for each market segment.

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15
Today’s marketers give more emphasis on the notion, “offer more for less.”

TRUE
FALSE

16
Marketing personnel are decreasingly working on cross- disciplinary terms rather
than only in the marketing department.

TRUE
FALSE

17
Senior manager at top-level management spends an increasing amount of time for
designing strategic alliance and network that create competitive advantages for
the partnering firms.

TRUE
FALSE

18
One objection is raised does not include pre-research analysis like _________ is
necessary to assertain the type of information that should be collected; recorded &
analysed.

Conditional research
Experimental research
Survey research
Exploratory research

19
______ the term for the aims at ethical behavior of employees.

Perception
Attitudes
Work Ethics
Personality

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20
Consumers and business organizations, if left alone, will not normally buy enough
of the firm's called ________. The firm must undertake aggressive selling and
promotion effort.

Selling Concept
Product Concept
Production Concept
Marketing Concept

Assignment: 2

Instructions:
Assignment 2 is based on the following text/paragraph of case study/situational exercise etc. You
first need to read this text and then answer the following MCMR i.e. Multiple choice multiple
response questions.
Number of Questions: 5
Each question carries 2 Mark
All Five Questions are Mandatory.
Attempts: 1

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A RedSeer Consulting survey for the October-December period has ranked Swiggy No.1 with a
total score of 96, followed by Zomato with 82 points, Uber Eats 73 and Ola's Foodpanda 70. Online
food ordering and delivery startup Swiggy, run by Bundl Technologies Pvt. Ltd, emerged on top in
trust and customer satisfaction in a food-tech survey by research firm RedSeer Management
Consulting Pvt. Ltd. According to the latest edition of the RedSeer FoodTech Leadership Index
(FLI), Swiggy ranked no. 1 with a total score of 96, outscoring arch-rival Zomato (Zomato Media
Pvt. Ltd), which came in second with a score of 82 in the fourth quarter of 2018. Uber Eats, the
online food delivery service owned by Uber Technologies Inc., and Ola’s Foodpanda came in third
and fourth at 73 and 70, respectively. Only last month, Swiggy raised $1 billion in the biggest-ever
funding round in the country’s booming food-tech space, increasing pressure on Zomato to also
quickly raise fresh funds. In the business of food delivery, top companies such as Swiggy and
Zomato need to keep raising capital to win share in a cut-throat, hyper-competitive market. The
RedSeer survey considered over 20 parameters across three broad pillars: most preferred or
trusted brand for online consumers; maximum value for money along with a meaningful
assortment; and best buying experience from restaurant delivery to post-delivery experience.
After weighing all of these factors, an overall score was assigned to each firm. Swiggy outscored
Zomato by the widest margin when it came to parameters of trust, which included measuring
aspects like top-of-the-mind recall and unaided recall. It scored 22 on these parameters versus
Zomato’s score of 10. Swiggy also edged past Zomato, albeit by a smaller margin, when it came to
best user experience starting from exploring and ordering dishes to cancellations, customer
support and overall net promoter score (NPS). NPS is a key customer satisfaction metric based on
how likely customers are to recommend a brand or company. After its latest funding round,
Swiggy became the country’s fifth most valuable startup, commanding a valuation of $3.3 billion
and underscoring the stunning rise of a venture that was launched four years ago. It has raised
$1.5 billion in total so far, according to data from Crunchbase, which also showed that Zomato
has, in comparison, raised $653.8 million so far. Still, Zomato has managed to close the gap over
the past year and also received over $400 million in two rounds of funding last year. In terms of
value for money, all the top four food-tech startups were locked at around the same score on
Redseer’s survey. RedSeer surveyed over 900 customers across core cities—Delhi, Mumbai,
Bengaluru, Hyderabad, Pune, Chennai and Kolkata—during a quarter for its food-tech survey.
1

2 In the RedSeer survey, which two parameters were considered to measure trust and brand
preference?
No Value for money
Top-of-the-mind recall
Best user experience
Unaided recall

3 Among the top four food-tech startups, which two companies tied in terms of value for money
according to the RedSeer survey?
Zomato
Uber Eats
Zepto
Burger King

4 What factor did Swiggy outscore Zomato by the widest margin in, according to the RedSeer survey?
Value for money
Trust
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Overall net promoter score (NPS)

UX Experience

5 What are the pillars considered in the RedSeer survey to evaluate food-tech startups?
Preferred or Trusted brand
Organization Culture
Micro Startegy
Meaningful Assortment

6 Which challenges faced by the food tech giants companies such as Swiggy and Zomato need to
keep raising capital to win?
Unaided Recall
Share in a cut-throat
Hyper-Competitive Market
Customer Satisfaction Metric

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