Sample Quiestions

Question 1
Which of the following statements is correct?

Your answer:
a) Marketing is the term used to refer only to the sales function
within a firm.
Correct answer:
d) Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at
large.
Feedback:
In their definition of marketing, the American Marketing
Association (AMA) concentrates on stakeholders' value by
defining marketing as 'the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients,
partners, and society at large' (AMA, 2007).
Page reference: 6
Question 2
The term marketing refers to:
Your answer:
b) advertising and promotion activities.
Correct answer:
c) a philosophy that stresses customer value and satisfaction.
Feedback:
The Chartered Institute of Marketing (CIM) defines marketing as:
'The management process of anticipating, identifying and
satisfying customer requirements profitably' (CIM, 2001). The
French definition of Marketing refers to 'the endeavour of
adapting organizations to their competitive markets in order to
influence, in their favour, the behaviour of their publics, with an
offer whose perceived value is durably superior to that of the
competition' (Lendrevie, Lvy, and Lindon, 2006). In contrast, the
AMA concentrates on 'customer value' by defining marketing as
'the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large' (AMA,
2007).
Page reference: 6
Question 3
In the history of marketing, when did the production period end?
Your answer:
b) In the early 1900s.
Correct answer:
c) In the 1920s.
Feedback:
The development of marketing was first characterized by a
production period that occurred between the 1890s and 1920s.
This period of marketing was characterized by a focus on physical
production and supply, where demand exceeded supply. There
was little competition and the range of products was limited. This
phase took place after the industrial revolution. Most marketing
historians regard marketing as an invention of the twentieth
century (Keith, 1960) and most marketing texts present the
development of marketing as a four-stage sequence.
Page reference: 9
Question 4
A marketing philosophy summarized by the phrase 'a stronger
focus on social and ethical concerns in marketing' is
characteristic of the _________ period.
Your answer:
b) sales
Correct answer:
d) societal marketing
Feedback:
The societal marketing period, from the 1980s to the present day,
is characterized by a stronger focus on social and ethical
concerns in marketing. This phase took place during the
'information revolution' of the late twentieth century (Enright,
2002).
Page reference: 9
Question 5
Which skills and capabilities will marketers need to increasingly

have?
Your answer:
b) digital and social media marketing.
Feedback:
The marketing department of the future, however, increasingly
needs to embrace the rapid evolution of digital channels (e.g.
Facebook, Twitter) and the increasing availability of customer
data that derives from marketing research, customer relationship
management systems, sales force data, and web statistics
(Clawson, 2011). This means that marketers will increasingly
need to have skills and capabilities in social media marketing.
Page reference: 10
Question 6
There are ________ main types of buyer-seller exchanges in
marketing.
Your answer:
a) five
Correct answer:
d) three
Feedback:
There are three main types of buyer-seller exchanges in
marketing:
1. In the first exchange type, the exchange takes place between
the police who protect the general public from fire and provide
emergency planning activity and services, and the public who
support them in return, sometimes politically through signing
petitions to keep them in service in a particular locale, and
especially through their national and local taxes.
2. In the second exchange type, the one we are probably more
familiar with as consumers, we enter a shop and purchase the
necessary goods by paying for these with money or by
credit/debit card.
3. In the third type of exchange, we have a manufacturer, and a
retailer. Here, the retailer purchases goods from the manufacturer
through a credit facility, e.g. payment in 30 days, and expects
any damaged goods to be returnable, and wants the goods
delivered on certain types of pallets at a certain height, within a

particular time limit. In return, the retailer undertakes to pay a
wholesale (i.e. trade discounted) price.
Page reference: 13-14
Question 7
In relationship marketing firms focus on __________ relationships
with __________.
Your answer:
b) long-term; customers and suppliers
Feedback:
Relationship marketing is an evolution of the marketing concept;
there is a shift in focus from the need to engage in short-term
transactions towards the need to develop long-term customer
and supplier relationships. Relationship marketing concerns not
only the development of longer-lasting relationships with
customers, but also the development of stronger relationships
with other external markets.
Page reference: 18
Question 8
A further 3Ps are incorporated into the marketing mix:
Your answer:
b) process people and promotion.
Correct answer:
d) physical evidence, process and people.
Feedback:
To illustrate how marketing needed to market services differently,
Booms and Bitner (1981), incorporated a further 3Ps into the
marketing mix as follows:
1. Physical evidence-to emphasize that the tangible components
of services were strategically important, e.g. potential university
students often assess whether or not they want to attend a
university and a particular course by requesting a copy of
brochures and course outlines, looking at graduate employability
statistics, or by visiting the campus.
2. Process-to emphasise the importance of the service delivery.
When processes are standardized, it is easier to manage
customer expectations, e.g. DHL International GmbH, the German

international express, overland transport, and air freight
company, is a master at producing a standardized menu of
service options, e.g. track and trace delivery services, which are
remarkably consistent around the world.
3. People-to emphasize the importance of customer service
personnel. How they interact with customers, and how satisfied
customers are as a result, is of strategic importance (see Chapter
12 for a more detailed discussion of the extended mix).
Question 9
The consumer goods perspective of marketing assumes there are
comparatively few suppliers within a particular industry, all rivals
for the___________.
Your answer:
a) quality of service.
Correct answer:
b) aggregated demand.
Feedback:
The consumer goods perspective of marketing has been
dominant in the history and study of marketing. The concept is
concerned with ideas of the 'marketing mix' and the 4Ps. The
consumer goods perspective, borrowing heavily from neoclassical
economics, assumes there are comparatively few suppliers within
a particular industry, all rivals for the aggregated demand (i.e.
demand totalled at the population level rather than at the
individual level).
Page reference: 21
Question 10
According to the Marketing and Sales Standards Setting Body
(MSSSB), which of the following is not a marketing function?
Your answer:
b) Develop sales tactics.
Feedback:
The Marketing and Sales Standards Setting Body (MSSSB) works
with relevant stakeholders to map out how the marketing
function operates. Their consultation indicated that the job
covered eight functions:

- Provide market intelligence and customer insight
- Provide strategic marketing direction for the organization
- Develop the customer proposition
- Manage and provide marketing communications
- Use and develop marketing and customer information
- Lead marketing operations and programmes
- Work with other business functions and third parties
- Manage and develop teams and individuals.
Page reference: 10; See Figure 1.2
Question 11
Which of the following is not an element of the marketing mix?
Your answer:
b) Product.
Correct answer:
c) Target market.
Feedback:
Target market is not an element of the marketing mix. The
marketing mix comprises:
- product: the offering and how it meets the customer need, its
packaging and labelling
- place (distribution): how the product is delivered to meet the
customers' needs
- price: the cost to the customer, and the cost plus profit to the
seller
- promotion: how the product's benefits and features are
conveyed to the potential buyer.
Page reference: 12
Question 12
The term 'marketing mix' describes:
Your answer:
b) a series of business decisions that aid in selling a product.
Correct answer:
d) a blending of strategic elements to satisfy specific target
markets.
Feedback:
Neil Borden developed the concept of the Marketing Mix in his

teaching at Harvard University in the 1950s, although he did not
formally write the theory up until 1964. The idea came from the
idea that the marketing manager was a 'mixer of ingredients'; a
chef who concocted a unique marketing recipe to fit the
requirements of the customers' needs at any particular time. The
emphasis was on the creative fashioning of a mix of marketing
procedures and policies to produce the profitable enterprise.
Page reference: 11
Question 13
Newsletters, catalogues, and invitations to organisationsponsored events are most closely associated with the marketing
mix activity of:
Your answer:
d) Promotion
Feedback:
These activities are associated with the promotion element of the
marketing mix. e.g. how the product's benefits and features are
conveyed to the potential buyer
Page reference: 12
Question 14
The way in which the product is delivered to meet the customers'
needs refers to:
Your answer:
c) advertising and promotion activities.
Correct answer:
d) place or distribution activities.
Feedback:
The way in which the product is delivered to meet the customers'
needs refers to place (distribution); ie. the way in which the
product is delivered to meet the customers' needs.
Page reference: 12
Question 15
The key term in the American Marketing Association's definition
of marketing is:
Your answer:
b) sales.
Correct answer:
d) value.
Feedback:
The AMA concentrates on 'stakeholder value' by defining
marketing as 'the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at
large' (AMA, 2007).
Page reference: 6
Question 16
A critical marketing perspective is the process of determining:
Your answer:
b) how places compete with each other.
Correct answer:
c) the worth and impact of marketing activities.
Feedback:
Because marketing's contributions to society are not necessarily
all good, it is important that we develop a critical approach to
understanding marketing. This allows us to constantly evaluate
and re-evaluate marketing, to improve it, so that marketing
continues to operate in a desirable manner within society. A
critical approach to marketing can help us to understand the
nature of marketing knowledge. 'Marketing can then be learned
from the many varieties of market that exist rather than
concentrating on branded, mass consumption products in
developed economies' (Easton, 2002), as marketing is so often
portrayed.
Question 17
When customer expectations regarding product quality, service
quality, and value-based price are met or exceeded, _____ is
created.
Your answer:
c) a quality rift
Correct answer:
a) customer satisfaction
Feedback:
A customer orientation is concerned with creating superior value
by continuously developing and redeveloping product and service
offerings to meet customer needs through product quality and
value-based pricing. To do this, we must measure customer
satisfaction on a continuous basis, and train and develop frontline service staff accordingly.
Page reference: 8
Question 18
A market orientation recognizes that:
Your answer:
b) market intelligence relating to current and future customer
needs is important.
Feedback:
Developing a market orientation refers to 'the organization-wide
generation of market intelligence pertaining to current and future
customer needs, dissemination of the intelligence across the
departments, and organization-wide responsiveness to it' (Kohli
and Jaworski, 1990). So a market orientation doesn't just involve
marketing, it involves all aspects of a company, and gathering
and responding to market intelligence. I.e. customers' verbalized
needs and preferences, data from customer surveys, sales data,
and information gleaned informally from discussions with
customers and trade partners.
Page reference: 8
Question 19
Four competing philosophies strongly influence the role of
marketing and marketing activities within an organization. Which
if the following is not a component of market orientation?
Your answer:
b) Profitability orientation.
Feedback:
Developing a market orientation refers to 'the organization-wide
generation of market intelligence pertaining to current and future
customer needs, dissemination of the intelligence across the
departments, and organisation-wide responsiveness to it' (Kohli

and Jaworski, 1990). So a market orientation doesn't just involve
marketing, it involves all aspects of a company, and gathering
and responding to market intelligence. I.e. customers' verbalized
needs and preferences, data from customer surveys, sales data,
and information gleaned informally from discussions with
customers and trade partners. Developing a market orientation
means developing customer orientation, competitor orientation
and inter-functional coordination.
Page reference: 8
Question 20
In order for exchange to occur:
Your answer:
b) organized marketing activities must also occur.
Correct answer:
d) each party must have something of value to the other party.
Feedback:
Marketing is a two-way process. It's not just about the marketing
organization doing all the work. The customer also has a strong
input. In fact, not only must they specify how we might satisfy
customer needs as marketers, because marketers are not mindreaders, but they must also pay for the product or service. In the
mid-1970s, there was increasing belief that the underlying
phenomenon in marketing related to the exchange process
between buyers and sellers and associated supply chain
intermediaries. Exchange relationships might not only be
economic, such as a consumer buying groceries, but social as
well, such as the service undertaken by the social worker on
behalf of society paid for by government (Bagozzi, 1975).
Page reference: 13
Which of the following is not part of the external marketing

environment?
Your answer:
c) Product.
Feedback:
In order to make sense of the external environment we use a
framework known as PESTLE. This is by far the easiest and one of
the most popular frameworks with which to examine the external
environment. This technique was formerly referred to as PEST
analysis but the recent rise in concern and awareness attached to
ecological and climatic issues has impacted on most
organizations. PESTLE therefore stands for the Political,
Economic, Social, Technological, Legal, and Ecological
environments.
Page reference: 37
Question 2
Tobacco advertising is now virtually banned in all marketing
communication forms in many countries around the world. This
can be explained as an influence of:
Your answer:
d) ecological environment.
Correct answer:
b) legal environment.
Feedback:
Here we can see how the legal environment has influenced
advertising certain products. The legal environment covers every
aspect of an organization's business. Laws and regulation are
enacted in most countries ranging from the transparency of
pricing, the prevention of restrictive trade practices, minimum
wages and business taxes, product safety, good practice in
packaging and labelling, the abuse of a dominant market
position, to codes of practice in advertising. As such it is very
important for marketers to understand the implications that the
law, and changes in the law, can have on marketing activities.
Page reference: 45
Question 3
A firm has decided to alter its pricing and promotional strategies
in response to slower than expected job growth and declining
personal incomes. The firm is responding to changes in its:
Your answer:
a) socio-cultural environment.
Correct answer:
c) economic environment.
Feedback:
The firm is responding to changes in the economic environment.
Companies and organizations have to develop an understanding
of the economic environment in which they operate and trade.
This is not least because a country's economic circumstances
have an impact on what economists term factor prices within a
particular industry for a particular firm or organization. These
factors could include raw materials, labour, building and other
capital costs, or indeed any other input to a business.
Question 4
Robert is a marketer for a global consumer products company. He
is working on the promotional campaign designed to reach a
target audience in a new international market. Robert is working
hard to make sure that the promotional campaign is clearly
understood by the nation's consumers and doesn't offend
anyone. Which of the factors in the external environment is he
being influenced by?
Your answer:
b) Competitive environment.
Correct answer:
a) Socio-cultural environment.
Feedback:
Robert is influenced by the country's socio-cultural environment.
Lifestyles are constantly changing and consumers are constantly
shifting their preferences over time. Companies that fail to
recognize changes in the socio-cultural environment, and change
their goods/service mix accordingly, typically fail.
Page reference: 41
Question 5
The process of collecting information about the external
marketing environment is:
Your answer:
c) marketing management.
Correct answer:
b) environmental scanning.
Feedback:
To understand how the external environment is changing,
organizations need to put in place methods and processes to
inform them of developments. The process of doing this is known
as environmental scanning. Environmental scanning is the
process of gathering information about a company's external
events and relationships, to assist top management in its
decision making, and so develop its future course of action
(Aguilar, 1967).
Page reference: 49
Question 6
The six dimensions usually considered to constitute the external
marketing environment include all of the following except:
Your answer:
c) socio-cultural aspects.
Correct answer:
b) suppliers
Feedback:
The external marketing environment uses the PESTLE acronym,
which includes the following factors: political, economic, sociocultural, technological, legal, and ecological. It is important to
note that some of these factors are more important than others in
any particular industry. The acronym is used to identify possible
macroenvironmental factors impacting upon any particular
organization at a given time.
Page reference: 60
Question 7
Marketing decision makers in a firm must constantly monitor
competitors' activities - their products, prices, distribution, and
promotional efforts - because:
Your answer:
b) the actions of competitors may threaten the monopoly
position of the firm in its industry.
Correct answer:
d) new product offerings by a competitor with the resulting
competitive variations may require adjustments to one or more
components of the firm's marketing mix.
Feedback:
Competitors are part of an organization's performance
environment and can directly influence the success of our
marketing activities. In analysing the competitors within an
industry, we are interested in different types of goods and
services that competitors offer in different market sectors. Clark
and Montgomery (1999) call this process of identification of
competitors the supply-based approach because it considers

those firms who supply the same sorts of goods and services as
your own firm. Hence it is imperative to constantly monitor
competitor's activities to ensure we have differential advantages
in our operations.
Page reference: 55
Question 8
The phenomenon that customers are happy to work with
companies and organizations to solve problems is referred as:
Your answer:
c) customer co-creation.
Correct answer:
a) crowd-sourcing.
Feedback:
Whitla (2009) suggests that the role and process of crowdsourcing is to identify a task, or group of tasks, which are
currently conducted in-house. These activities are then released
to a 'crowd' of outsiders who are invited to perform the task on
behalf of the company for a fee or prize. This new approach can
help marketers gain insights into both new product/service
development and marketing communications.
Question 9
New technology results in new goods and services, and it can
also:
Your answer:
c) reduce prices through new production and distribution
methods.
Feedback:
The emergence of new technologies can substantially affect not

only high-technology businesses but non-technology businesses.
Examples include aspects of technology that impact upon
productivity and business efficiency (e.g. changes in energy,
transportation, information, and communication technologies).
New technology is increasingly changing the way that companies
go to market through moves towards more email and web-based
marketing, and greater efficiency in direct and database
marketing techniques (Sclater, 2005).
Page reference: 42
Question 10
Toyota's Prius and Honda's hybrid Civic are examples of
technological products inspired by:
Your answer:
a) style considerations in the Japanese automobile industry.
Correct answer:
b) social pressure to develop more fuel-efficient vehicles with
fewer dangerous emissions.
Feedback:
In the 1990s, companies became concerned with the concept of
'green' marketing, and later in the 2000s with the concept of
marketing sustainability. Increasingly, consumers are worried
about the impact of organizations on their ecological
environments. They are demanding products that are more
ecologically friendly. They are also keen to ensure that companies
are not damaging the environment themselves or causing harm
to consumers.
Page reference: 47
Question 11
_____ is the collection and interpretation of information about
forces, events, and relationships that may affect the organization.
Your answer:
b) Stakeholder analysis
Correct answer:
a) Environmental scanning
Feedback:
(Aguilar, 1967).
Page reference: 49
Question 12
The differentiation of a firm's products or services is underlined to
promote environmental responsibility. One of the examples
includes Marks and Spencer's Plan A initiative. This strategy is
referred to as:
Your answer:
a) Eco-efficiency
Correct answer:
b) Eco-branding
Feedback:
Eco-branding-the differentiation of a firm's products or services to
promote environmental responsibility. Examples include Marks
and Spencer's Plan A initiative, the Thai King Bhumibol's Golden
Place brand, or Renault's ZE electric car range.
Page reference: 49
Question 13
Marketing managers cannot control _____________ but they can at
times influence it.
Your answer:
c) the external environment
Feedback:
The external environment is characterized in two main ways. In
the first, the elements do not have an immediate impact on the
performance of an organization, although they might do in the
longer term. In the second, although the elements can influence
an organization, it is not possible to control them. The external
environment is basically uncontrollable, but the other three
answers are part of the marketing mix.
Page reference: 37
Question 14
As technology continues to offer more different methods for
shopping online, manufacturers and traditional retailers are
finding themselves in direct competition with each other. In this
case, unless marketing managers understand ________, retailers
cannot intelligently plan for the future.
Your answer:
b) the economic conditions which influence the growth of
technology
Correct answer:
d) their competitors' strategies, the economic conditions which
influence the growth of technology and changing social attitudes
towards it
Feedback:
By understanding all elements of the marketing environment to

considering the degree to which an organization can influence the
various forces acting on it. The external environment, for
example, consists of the political, social, and technological
influences, and organizations have relatively little influence on
each of these. The performance environment consists of the
competitors, suppliers, and indirect service providers who shape
the way an organization achieves its objectives. Here,
organizations have a much stronger level of influence. The
internal environment concerns the resources, processes, and
policies that an organization manages in order to achieve its
goals.
Page reference: 51
Question 15
The external environment:
Your answer:
b) does not change over time.
Correct answer:
d) must be continually monitored by marketing managers.
Feedback:
(Aguilar, 1967).
Page reference: 49
Question 16
The differentiation of a firm's products or services to promote

environmental responsibility is referred to as:
Your answer:
c) me-too branding.
Correct answer:
b) eco-branding.
Feedback:
This is eco-branding. This is the differentiation of a firm's
products or services to promote environmental responsibility.
Examples include Duchy Originals, the British Prince of Wales'
food brand, the Thai King Bhumibol's Golden Place brand, or the
Toyota Prius labelled as 'mean but green'. Another example is BP
(formerly British Petroleum) who changed their logo to a green
and yellow flower petal and sun synthesis called the Helios, and
changed their slogan to 'beyond petroleum'. This reflected their
intended shift to meeting the world's energy requirements using
more sustainable sources.
Page reference: 49
Question 17
Which of the following elements is not part of Porter's Five Forces
model for industry competitiveness?
Your answer:
b) Threat of suppliers.
Correct answer:
d) Threat from government.
Feedback:
Porter suggests that competition in an industry is a composite of
five main competitive forces. These are the level of threat that
new competitors will enter the market, the threat posed by

substitute products, and the bargaining power of both buyers and
suppliers. These in turn affect the fifth force: the intensity of
rivalry between the current competitors. Porter called these
variables the Five Forces of Competitive Industry Analysis.
Page reference: 52
Question 18
Which of the following characteristics would usually make a
market less competitive?
Your answer:
d) Strong bargaining power among suppliers.
Correct answer:
a) High barriers to entry.
Feedback:
Porter suggests that competition in an industry is a composite of
five main competitive forces. These are the level of threat that
new competitors will enter the market, the threat posed by
substitute products, and the bargaining power of both buyers and
suppliers. These in turn affect the fifth force: the intensity of
rivalry between the current competitors. Porter called these
variables the Five Forces of Competitive Industry Analysis. An
organization needs to determine a competitive approach that will
allow it to influence the industry's competitive rules, protect it
from competitive forces as much as possible, and give it a strong
position from which to compete.
Page reference: 52
Question 19
To evaluate an organization's Strategic Business Units (SBU), the
Boston Consulting Group developed a portfolio performance
framework that characterizes some of the SBUs as:
Your answer:
d) cash outs.
Correct answer:
a) question marks.
Feedback:
One of the popular methods for assessing the variety of
businesses or products that an organization has involves the
creation of a two-dimensional graphical picture of the
comparative strategic positions. This technique is referred to as a
product portfolio or portfolio matrix. In the Boston Consulting
Group (BCG) matrix, question marks (also known as 'problem
children') are products that exist in growing markets but have low
market share. As a result there is negative cash flow and they are
unprofitable.
Question 20
The quadrant of the Boston Consulting Group (BCG) matrix that
represents both a high market share and a high rate of market
growth includes the:
Your answer:
a) cash cows.
Correct answer:
c) stars.
Feedback:
One of the popular methods for assessing the variety of
businesses or products that an organization has involves the
creation of a two-dimensional graphical picture of the
comparative strategic positions. This technique is referred to as a
product portfolio or portfolio matrix. In the Boston Consulting
Group (BCG) matrix, stars are most probably market leaders but
their high growth and market share has to be financed through
fairly heavy levels of investment.
INCORREC
T
Which of the following is the most recent stage of marketing

evolution?
A)
Marketing department era

B)
Production era
C)
D)
INCORREC
T
Sales era
Marketing company era
Which of the following is NOT included as a basic idea in the

definition of marketing concepts?
A)
Total company effort

B)
C)
D)
CORRECT
Profit
Productivity
Customer satisfaction
_______________________ is defined as the difference between

the benefits a customer sees from a market offering and the costs of
obtaining those benefits.
A)
Customer value
B)
Satisfaction scale
C)
D)
Profit margin
Competitive benefit
CORRECT
The Code of Ethics is a federal law introduced into legislation by the

American Marketing Association.
A)
B)
CORRECT
True
False
Which of the following is NOT included in the marketing management

process used by the marketing manager to achieve its objectives?
A)
Planning marketing activities
B) Raising funds to finance the marketing projects

C)
Controlling marketing plans
D) Directing implementation of the marketing plans
INCORREC
T
Which of the following parts are included in the marketing mix?
A) Product, place, promotion, and price

B) Competition and customer satisfaction
C) Buying, selling, transporting and storing
D) Profit, distribution, and advertising
CORRECT
A channel of distribution is any series of firms (or individuals) who

participate in the flow of products to final user or customer.
A)
B)
INCORREC
T
True
False.
____________ is defined as communication with large numbers of

customers at the same time.
A)
Personal selling
B)
Sales promotion
C)
D)
INCORREC
T
Mass selling
All of the above
The marketing concept applies to production firms, but not to service

industries.
A)
True
B)
1
0
1
1
CORRECT
INCORREC
T
In a ___________________orientation, the role of marketing

research is to determine customer needs and how well the company
is satisfying them.
A)
Marketing
B)
Production
C)
Both of the above
D)
None of the above
The marketing concept means that an organization aims the majority

of its efforts at satisfying customers, at a profit.
A)
B)
1
2
CORRECT
False
True
False
When a manager focuses on making whatever products are easy to

produce, and then trying to sell them, that manager has a
___________________ orientation.
A)
Marketing
B)
Production
C)
D)
1
3
CORRECT
Sales
Profit
Which of the following is NOT consistent with a manager having a

marketing orientation?
A)Inventory levels are set with customer requirements and

costs in mind
B)Customer relationship focuses on customer satisfaction
before and after sale, leading to a profitable long-run
relationship
C)Focus of advertising is on product features and how products
are made
D)Packaging is designed for customer convenience and as a
selling tool
1
4
INCORREC
T
Often, the best way to improve customer value, and beat the
competition, is to be first to satisfy a need that others have not even
considered.
A)
B)
1
5
INCORREC
T
True
False
It is more costly to retain current customers by satisfying their

needs, than to get new customers by taking them away from a
competitor.
A)
B)
True
False
1
6
INCORREC
T
In addition to businesses, the marketing concept is also applicable to

_____________.
A)
B)
C)
INCORREC
T
B)
INCORREC
T
All of the above
The controllable variables a company puts together to satisfy a

target group is called the ____________________.
A)
1
8
Religious groups
Fine arts organizations
D)
1
7
Government agencies
Marketing strategy
Marketing mix
C)
Strategic planning
D)
Marketing concept
A marketing strategy is a written statement of a marketing plan, and

the time-related details for carrying out the strategy.
A)
B)
True
False
1. Sumit Khanna is a marketing manager faced with planning marketing strategies during times of
inflation. He should be aware that inflation causes consumers to
[A]Purchase more goods and services to support their psychological well-being such as counseling
and stress management training
[B]Decrease their brand loyalty to products they have traditionally used

[C]Buy in small quantities until inflation is over
[D]Consume more meals away from home
2. When Steve goes to the grocery store every other week, he buys the same brands of coffee,
milk, cereal, and dog food. This type of buying behaviour is called
[A]Routine response behaviour
[B]Extensive decision making
[C]Limited decision making
[D]Situation convenience
3. If Videocon engineers its washing machines to spin the clothes faster regardless of whether or
not customers want that speed, then Videocon has characteristics associated with
[A]Production concept
[B]Selling concept
[C]Marketing concept
[D]Product concept
4. Pooja, a Chartered Accountant, reads an article that states that CAs receive the highest starting
salary offers from consulting firms. The article also states that marketing majors start with lower
salaries but surpass all other majors' salaries within ten years. Pooja doesn't remember reading
this last part of the article, just the first part. This is an example of
[A]Selective distortion
[B]Selective exposure
[C]Selective retention
[D]Subliminal perception
5. When the demand for soft drinks grew by 12 percent in one year, the demand for aluminum
cans and glass bottles grew also. The aluminum and glass industries are enjoying the effects of
[A]Joint demand
[B]Inelastic demand
[C]Derived demand
[D]Unitary demand
6. Wrigley's Chewing Gum ran an advertising campaign that targeted heavy smokers. The
advertising indicated that "when you can't smoke, chew Wrigley's." This is an example of what type
of segmentation?
[A]Geographic
[B]Usage rate
[C]Demographic
[D]Psychographic
7. Munna jumps out of his truck and runs into a Foodworld store to grab a drink. While he is paying
for his drink, he notices the chocolate bars at the counter and grabs one to buy. The chocolate bar
in this case is considered to be a(n)
[A]Specialty product
[B]Unsought product
[C]Convenience product
[D]Shopping product
8. Fabrique, Inc. invented a fabric that was fireproof and tearproof. The week after the product was
invented, a group of the firm's employees got together and listed ways the product might be used.
This is an example of
[A]Lateral thinking
[B]Concept testing
[C]Brainstorming
[D]Venture group activities
9. Zakki owns Pet Plus, a complete pet service that offers grooming, obedience training, show
training for animals and handlers, boarding, special food preparation, and minor veterinary care. To
maintain a quality image, Zakki provides complete training for each employee in the company
operations, objectives, and expected performance standards. What unique aspect of services is
Zakki attempting to address?
[A]Inventoriability
[B]Inconsistency
[C]Intangibility
[D]Heterogeneity
10. General Electric sells large home appliances both through independent retailers (department
stores and discount houses) and directly to large housing-tract builders. This is an example of
[A]Intensive distribution
[B]Exclusive distribution
[C]Selective distribution
[D]Dual distribution
11. The Xerox corporation stays in touch with its customers through phone calls and greeting
cards, periodically sends out needs-assessment questionnaires, and designs new services to meet
new needs. This is an example of relationship marketing based on
[A]Financial bonds
[B]Service recovery
[C]Social bonds
[D]Customization bonds
12. SoundSensation offers stereo equipment and accessories. It has a deep assortment and low
prices. The store is operated on a self-service, no-frills concept. SoundSensation is a
[A]Specialty store
[B]Factory outlet
[C]Warehouse membership club
[D]Discount store
13. The advertisements for Bertone Ramarro Car claim that it is the most expensive car in the
world. This is an example of a
[A]Target return pricing strategy
[B]Market share pricing strategy
[C]Prestige pricing strategy
[D]Maintained markup pricing strategy
14. Rajeev Kapoor is a chef in a new downtown restaurant. He has sent out press releases to the
major local media and has invited food critics to dine in his restaurant. Rajeev is engaging in
[A]Public relations
[B]Personal selling
[C]Sales promotion
[D]Advertising
15. A rental car company with the second largest market share runs advertisements showing how
its customer service is superior to that of the largest competitor. This is an example of
[A]Comparative advertising
[B]Corrective advertising
[C]Primary demand advertising
[D]Institutional advertising
1. refers to a brands objective (functional) attributes in relation to

other brands.
a. Brand position
b. Product position
c. Brand relationship
d. Both a and b
Answer:d
2. defines what the brand thinks about the consumer, as per the
consumer.
a. Brand attitude
b. Brand positioning
d. Brand image
Answer: a
3. includes two aspects of a brand its associations and its
personality.
a. Brand attitude
b. Brand positioning
d. Brand image
Answer: d
4. includes all that is linked up in memory about the brand. It could
be specific to attributes , features, benefits or looks of brand.
a. Brand attitude
b. Brand Associations
d. Brand image
Answer:b
5. ..includes two visual signals of a brand its character (e.g. Amul
girl, Pillsbury doughboy) and its logo. Both are elements of brand identity.
a. Brand attitude
b. Brand Image
c. Brand Symbol
d. Brand Positioning
Answer: c
6..can be thought of as a perceptual map of in which like products
of the same company (say, toothpaste) are positioned very close to one another
and compete more with one another than with brands of other companies.
a. Brand Comparison
b. Cannibalization
c. Positioning
d. Brand Associations
Answer: b
7. A marketer need to understand that some general traits of a brand name are:
a. Easy to recognize
b. Easy to pronounce
c. Easy to memorize or recall
d. All of the above
e. None of the above
Answer:d
8. Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band aid and Ujala are
the examples of..
a. Descriptive Brand Name
b. Suggestive brand name
c. Free Standing brand name
d. None of the above

Answer: a
9. Kadak, Xerox, Exxon, Fidji are the examples of
a. Free Standing brand name
b. Descriptive Brand Name
c. Suggestive brand name
d. Bothe b and c
Answer: a
10. Whisper, Visa, Tropicana, Surf, Limca, Crush, Denim are the examples of
a. Descriptive Brand Name
b. Suggestive brand name
c. Free Standing brand name
d. None of the above
Answer: b
11. Watches sold as a Jewellery is related to
a. Titan Raga
b. Tanishq
c. Swatch
d. GoldPlus
Answer: b
12. Vaseline- petroleum jelly sold as lip salve and moisturizer, is an example of
a. Benefit related positioning
b. Positioning by usage occasion and time of use
c. Category related positioning
d. Price Quality positioning
Answer: c
13. Jod jo tootega nahin tagline is related with brand
a. M-Seal
b. Fevikwik
c. Fevicol
d. Ambooja cement
Answer: c
14. Lifebuoy kills the germs you cannot see, is an example of
a. Emotional benefit related positioning
b. Functional benefit related positioning
c. Usage occasion related positioning
d. Health related positioning

Answer: b
15. Match the correct
1. Close up
i. Fresh
2. JK Tyres
ii. Caring
3. J&J
iii. In control
4. Liril
iv. Confident
Options:
a. 1(ii), 2(iii), 3(i), 4(iv)
b. 1(ii), 2(iv), 3(i), 4(iii)
c. 1(iv), 2(iii), 3(ii), 4(i)
d. 1(ii), 2(iii), 3(iv), 4(i)
Answer: c
16. Which is not an example of Positioning by usage occasion and time of use?
a. Listerine night time rinse
b. Nescafe Great start to the morning
c. NIIT (Inspiredlife begins at NIIT)
d. Dominos (When families are having fun)
Answer: c
CONCEPT
Product
Brand Symbol = Brand character + Brand logo
Brand looks = Brand symbol + Brand name
Brand Associations = Link up in memory with brands attributes, benefits and looks
Brand Image = Brand associations + Brand Personality
MCQ: Firm uses any existing brand to introduce in market a new product, brand is
classified as
A. brand extension
B. sub-brand
C. parent brand
D. product extension
Answer A
MCQ: Branding strategy is also called
A. brand architecture
B. branding rate
C. brand earnings
D. brand responsiveness
Answer A
MCQ: When companies combine existing brand with new brands, brands is called
A. parent brand
B. product extension
C. brand extension
D. sub-brand
Answer D
MCQ: Parent brand if associated with multiple products in brand extension is called
A. family brand
B. product extension
C. sub-product
D. parent company
Answer A
MCQ: Brand which is result of extension of brand or sub-brand is classified as
A. brand extension
B. sub-brand
C. parent brand
D. product extension
This is a form of non-personal communication, by an identified

sponsor, that is transmitted through the use of paid-for media:
Your answer:
b) Personal selling.
Correct answer:
a) Advertising.
Feedback:
Advertising is a form of non-personal communication, by an
identified sponsor, that is transmitted through the use of paid-for
media.
Page reference: 704
Question 2
____________ is very effective at delivering messages to target
audiences as it allows for explanation in a way that most other
media cannot.
Your answer:
c) Broadcast
Correct answer:
b) Print
Feedback:
Print is very effective at delivering messages to target audiences

as it allows for explanation in a way that most other media
cannot. This may be in the form of either a picture or a
photograph demonstrating how a product should be used.
Alternatively, the written word can be used to argue why a
product should be chosen and detail the advantages and benefits
that consumption will provide for the user.
Page reference: 390
Question 3
The use of entertainment material delivered through paid or
owned media and which features a single company or brand is
referred to as:
Your answer:
c) Branded content
Feedback:
Branded content refers to the use of entertainment material
delivered through paid or owned media and which features a
single company or brand. The recent growth in the use of
branded content rests with a drive to realise the potential that
'owned' media offers. Branded content enables conversations,
particularly in social media, and this serves to raise a brand's
profile and its credibility.
Page reference: 398
Question 4
Media materials that are placed inside magazines or direct mail
letters are referred to as:
Your answer:
b) Direct mail.
Correct answer:
d) Inserts.
Feedback:
Inserts are media materials that are placed inside magazines or
direct mail letters. These provide factual information about the
product or service and enable the recipient to respond to the
request of the direct marketer.
Page reference: 393
Question 5
Users are able to create content and become more involved with
a brand through:
Your answer:
d) Telemarketing.
Correct answer:
b) Online communities.
Feedback:
Digital media and changes in consumer behaviour now enable
audiences to not only generate their own content but also discuss
and consider the opinions and attitudes of others. This means
that advertisers no longer have complete control over what is
said about their brands, who says it, and when. The rise of online
communities and social networking sites, blogging, wikis, and
RSS feeds enable users to create content and become more
involved with a brand.
Question 6
A commercial activity, whereby one party permits another an
opportunity to exploit an association with a target audience in
return for funds, services, or resources is referred to as:
Your answer:
b) Exchange.
Correct answer:
c) Sponsorship.
Feedback:
Sponsorship is normally associated with public relations but, with
strong associations with advertising, has become an important
communication activity for many organizations. Sponsorship is a
commercial activity, whereby one party permits another an
opportunity to exploit an association with a target audience in
return for funds, services, or resources (Fill, 2009). Organizations
are using different forms of sponsorship activities to generate
awareness, brand associations, and to cut through the clutter of
commercial messages.
Page reference: 398
Question 7
This is a marketing communication tool that uses non-personal
media to create and sustain a personal and intermediary free
communication with customers, potential customers and other
significant stakeholders:
Your answer:
c) Public relations.
Correct answer:
a) Direct marketing.
Feedback:
The primary role of direct marketing is to drive a response and
shape the behaviour of the target audience with regard to a
brand. This is achieved by sending personalized and customized
messages, often requesting a 'call-to-action', designed to provoke
a change in the audience's behaviour. Direct marketing is used to
create and sustain a personal and intermediary-free
communication with customers, potential customers, and other
significant stakeholders.
Page reference: 387
Question 8
This includes advertisements that contain 'call-to-response'
mechanisms such as telephone numbers, website addresses,
email and postal addresses:
Your answer:
c) Mass media advertising.
Correct answer:
a) Direct response advertising.
Feedback:
Direct-response media are characterized by the provision of a
telephone number or web address. This is the mechanism
through which receivers can respond to a message. Direct mail,
telemarketing, and door-to-door activities are the main directresponse media, as they allow more personal, direct, and
evaluative means of reaching precisely targeted customers.
However, in reality any type of media can be used, simply by
attaching a telephone number, website address, mailing address,
or response card.
Page reference: 392
Question 9
These are events when groups of sellers meet collectively with
the key purpose of attracting buyers:
Your answer:
a) Exhibitions.
Feedback:
Exhibitions are held for both consumer and business

markets. Organizations benefit from meeting their current and
potential customers, developing relationships, demonstrating
products, building industry-wide credibility, placing and taking
orders, generating leads, and gathering market information. For
customers, exhibitions enable them to meet new or potential
suppliers, find out about new products and leading-edge brands,
and get up to date with market developments.
Page reference: 400
Question 10
This is a marketing communications activity concerned with
providing support for the sales force and merchandising
personnel:
Your answer:
a) Store marketing.
Correct answer:
b) Field marketing.
Feedback:
Field marketing is about providing support for the sales force and
merchandising personnel. One of the tasks is concerned with
getting free samples of a product into the hands of potential
customers. Another task is to create an interaction between the
brand and a new customer and another is to create a personal
and memorable brand experience for potential customers.
Page reference: 398
Question 11
This is a systematic process involving a series of procedures and
activities that lead to the setting of marketing communication
objectives and the formulation of plans for achieving them:
Your answer:
b) Corporate communication management.

Correct answer:
c) Marketing communication planning.
Feedback:
Marketing communication planning is a systematic process that
involves a series of procedures and activities that lead to the
setting of marketing communication objectives and the
formulation of plans for achieving them. The aim of the planning
process is to formulate and convey messages to particular target
audiences that encourage them to think, emote, behave or
respond in particular ways.
Question 12
Which of the following is not an element of the Marketing
Communication Planning Framework (MCPF)?
Your answer:
b) Context analysis.
Correct answer:
a) Mission.
Feedback:
The marketing communications planning framework (MCPF)
provides a visual guide to what needs to be achieved, and brings
together the various elements into a logical sequence of
activities. The elements of the MCPF include: context analysis,
marketing communication objectives, marketing communication
strategy, communication methods, the schedule, resources,
control and evaluation and feedback.
Page reference: 401
Question 13
____________ is also a form of sponsorship and represents a

relationship between film/TV producers and managers of brands.
Through this arrangement, brand managers are able, for a fee, to
present their brands 'naturally' within a film or entertainment
event. Such placement is designed to increase brand awareness,
develop positive brand attitudes, and possibly lead to purchase
activity.
Your answer:
b) Field marketing
Correct answer:
a) Brand placement
Feedback:
Brand placement is also a form of sponsorship and represents a
relationship between film/TV producers and managers of brands.
Through this arrangement, brand managers are able, for a fee, to
present their brands 'naturally' within a film or entertainment
event. Such placement is designed to increase brand awareness,
develop positive brand attitudes, and possibly lead to purchase
activity.
Page reference: 399
Question 14
This marketing and communication tool offers a direct
inducement or an incentive to encourage customers to buy a
product/service:
Your answer:
a) Advertising.
Correct answer:
c) Sales promotion.
Feedback:
Sales promotions offer a direct inducement or an incentive to

encourage customers to buy a product/service. These
inducements can be targeted at consumers, distributors, agents,
and members of the sales force. Sales promotions are concerned
with offering customers additional value, in order to induce an
immediate sale.
Page reference: 387
Question 15
This is the use of inter-personal communications with the aim of
developing positive feelings and stimulating behaviour:
Your answer:
a) Direct marketing.
Correct answer:
b) Personal selling.
Feedback:
Personal selling involves interpersonal communication through
which information is provided, positive feelings developed and
behaviour stimulated. Personal selling is an activity undertaken
by an individual representing an organization, or collectively in
the form of a sales force.
Page reference: 388
Question 16
________________is used to influence the way an organization is
perceived by various groups of stakeholders.
Your answer:
a) Direct marketing
Correct answer:
b) Public relations
Feedback:
Public relations is used to influence the way an organization is
perceived by various groups of stakeholders. One of the key
characteristics that differentiate public relations from the other
tools is that it does not require the purchase of airtime or space
in media vehicles, such as television magazines or online. This
means that these types of message are low cost and are
perceived to be extremely credible.
Page reference: 387
Question 17
This is the unpaid peer-to-peer communication of often
provocative content originating from an identified sponsor using
the Internet to persuade or influence an audience to pass along
the content to others:
Your answer:
a) Viral marketing.
Feedback:
Viral marketing is referred to in terms of how the content - be it a
joke, picture, game or video - is communicated and it commonly
involves the 'unpaid peer-to-peer communication of provocative
content originating from an identified sponsor using the Internet
to persuade or influence an audience to pass along the content to
others' (Porter and Golan, 2006).
Page reference: 400
Question 18
A means of orchestrating the tools of the marketing
communications mix, so that audiences perceive a single,
consistent, unified message whenever they have contact with a
brand, is referred to as:
Your answer:
a) Integrated Marketing Communications (IMC).

Feedback:
Integrated Marketing Communications (IMC) has become a
popular approach with both clients and communication agencies.
Ideas about IMC originated in the early 1990s and IMC was
regarded as a means of orchestrating the tools of the marketing
communications mix, so that audiences perceive a single,
consistent, unified message whenever they have contact with a
brand.
Page reference: 408
Question 19
What type of media helps advertisers demonstrate the benefits of
using a particular product and can bring life and energy to an
advertiser's message?
Your answer:
d) Support media.
Correct answer:
a) Broadcast media.
Feedback:
Broadcast media allow advertisers to add visual and/or audio
dimensions to their messages. This helps them to demonstrate
the benefits of using a particular product and can bring life and
energy to an advertiser's message.
Page reference: 391
Question 20
What type of media has the primary objective to get the attention
of shoppers and to stimulate them to make a purchase?
(Examples include point-of-purchase displays and packaging.)
Your answer:
c) In-store media.
Feedback:
There are two main forms of in-store media, point-of-purchase
displays and packaging. Retailers control the former and
manufacturers, the latter. The primary objective of using in-store
media is to get the attention of shoppers and to stimulate them
to make a purchase.
Page reference: 391
The components of a product or service offer include:

Your answer:
a) core benefits, attributes or features, support and services, and
customer loyalty programmes.
Correct answer:
b) core benefits, attributes or features, support and services, and
potential benefits.
Feedback:
See section on The Components of the International Product in
chapter 9.
Question 2
The new product development process involves a number of
stages. The best estimate of the new product's likely profitability
is likely to be made at which of these stages?
Your answer:
c) Market testing
Feedback:
Market testing provides a good indication of how well the product

may be doing if fully launched.
Question 3
Which of the following is NOT a benefit of product standardization
in international markets?
Your answer:
b) Quicker return on investment returns
Correct answer:
d) Greater motivation by local management
Feedback:
See section on International Product Management in chapter 9.
Question 4
An organization embarks on an international product strategy
depending on a decision on a number of factors, which include:
Your answer:
c) Marketing mix support
Correct answer:
d) All of the above
Feedback:
An organization embarks on an international product strategy
depending on a decision on a number of factors, which include:
the overall market objectives, market and customer expectations,
and marketing mix support. See section on Product Strategy in
chapter 9.
Question 5
Which stage of the product lifecycle is marked by falling costs
and rising revenues?
Your answer:
c) Maturity stage
Correct answer:
b) Growth stage
Feedback:
The growth stage of the product lifecycle is marked by falling
costs and rising revenues. See section on Product Strategy in
chapter 9.
Question 6
At which stage in the International Trade Cycle does a country
usually import foreign goods?
Your answer:
b) Growth stage
Correct answer:
a) Introduction stage
Feedback:
A country will usually import foreign goods at the introduction
stage of the International Trade Cycle. See section on Product
Strategy in chapter 9.
Question 7
To have value, a brand must offer which one of the following?
Your answer:
a) A simple product range with a defined set of features.
Correct answer:
c) Consistency, a reduced level of perceived risk for the buyer,
and a range of functional and emotional attributes which are of
value to buyers.
Feedback:
A brand must offer consistency, a reduced level of perceived risk
for the buyer, and a range of functional and emotional attributes
which are of value to buyers. See section on Strategic
International Branding in chapter 9.
Question 8
Choosing a suitable international brand name is an important, but
often difficult, part of the process that creates a strong and
distinctive brand. Which of the following statements about
choosing a name for a new soft drink is UNTRUE?
Your answer:
c) The name should have positive associations with the benefits
and features of the product.
Correct answer:
d) The brand name must be modern and contemporary.
Feedback:
A brand name does not have to be modern and contemporary.

See section on Strategic International Branding in chapter 9.
Question 9
According to Holt et.al. (2004), the dimensions of global brand
are:
Your answer:
b) Quality standard, global myth and social responsibility
Correct answer:
d) Perceived value, global recognition and brand awareness
Feedback:
See section on The Architecture of an International Brand in
chapter 9.
Question 10
One approach to branding is to use the same brand name for
everything a company produces. However there are several
drawbacks to this approach. Which of the following isnot an
identified drawback to this approach?
Your answer:
c) One poorly performing product can tarnish all products
carrying the name.
Correct answer:
a) It is more expensive as the company has to spend money
promoting all its product and also itself.
Feedback:
It is not more expensive to use the same brand name. See

section on Strategic International Branding in chapter 9.
1.
Companies producing a variety of products and brands often

establish a _____ organization.
geographic
Your Answer:
product (or brand) management
Correct Answer:
product (or brand) management
2.
Canon sells its fax machine to consumer, business, and

government markets. In this case, where customers fall into
different user groups, a _____ organization is desirable.
market-management
Your
Answer:
Correct
3.
Companies that produce many products flowing into many

markets may adopt a _____ organization.
corporate-divisional
Your Answer:
matrix management
Correct Answer:
matrix management
4.
Rising customer expectations, evolving employee goals and

ambitions, tighter government legislation and pressure are all
forces driving companies to practise _____.
total quality management
Your Answer:
corporate social responsibility
Correct Answer:
corporate social responsibility
5.
Some companies are blending their corporate social responsibility

initiatives with their marketing activities in what is called _____
marketing.
cause-related
Your
Answer:
Correct
6.
The "say no to drugs" campaign sponsored by an organization is

an example of _____ marketing.
campaign
Your Answer:
social
Correct Answer:
social
7.
_____ addresses the what and why of marketing activities; _____

addresses the who, where, when, and how.
Strategy; implementation
Your
Answer:
Correct
8.
_____ software provides a set of Web-based applications that

automate and integrate such activities as project management,
campaign management, etc.
Efficiency control
Your Answer:
Marketing resource management
Correct Answer:
Marketing resource management
The heart of _____ control is management by objectives.
9.
profitability
Your Answer:
annual-plan
Correct Answer:
annual-plan
10
.
_____ control aims to ensure that the company achieves the

sales, profits, and other goals established in its annual plan.
Profitability
Your Answer:
Annual-plan
Correct Answer:
Annual-plan
11
.
Which of the following tasks would not be performed by product or

brand manager?
Preparing a sales forecast.
Your Answer:
Arranging for the financing of the new product
Correct Answer: launch.
Arranging for the financing of the new product launch.
1.
_____ is the act of designing the company's offering and image to

occupy a distinctive place in the mind of the target market.
Targeting
Your Answer:
Positioning
Correct Answer:
Positioning
2.
Companies can gain a strong competitive advantage through

having better-trained people. This is called _____.
human resources parity
Your Answer:
employee differentiation
Correct Answer:
employee differentiation
3.
As part of the strategic brand management process, each

company and offering must represent the ________ in the mind
of the target market.
cell
Your Answer:
right kinds of things
Correct Answer:
right kinds of things
All marketing strategy is built on STP segmentation, targeting, and
4.
performance.
Your Answer:
positioning.
Correct Answer:
positioning.
5.
The result of positioning is the successful creation of ________, a

cogent reason why the target market should buy the product.
a demand channel
Your Answer:
a customer-focused value proposition
Correct Answer:
a customer-focused value proposition
6.
Using the market approach, ________ are companies that satisfy

the same customer need.
partners
Your Answer:
competitors
Correct Answer:
competitors
7.
Which of the following terms is most closely associated with the

following statement: "attributes or benefits consumers strongly
associate with a brand, positively evaluate, and believe that they
could not find to the same extent with a competitive brand"?
brand concept
Your Answer:
points-of-difference
Correct Answer:
points-of-difference
8.
Douglas Holt believes that for companies to build iconic leadership

brands, they must assemble
cultural knowledge.
Your
Answer:
Correct
________ is a company's ability to perform in one or more ways

that competitors cannot or will not match.
9.
Competitive advantage
Your
Answer:
Correct
There are three main ways to convey a brand's category

membership: announcing category benefits, ________, and
relying on the product descriptor.
10
.
industry trade press

Your Answer:
comparing to exemplars
Correct Answer:
comparing to exemplars
To avoid confusing brand loyal customers, Ford presented the Xtrainer as a "sports wagon." With respect to ways of conveying a
brand's category membership, which of the following did Ford use
with its new product?
11
.
using public relations to secure brand position

Your Answer:
relying on the product descriptor
Correct Answer:
relying on the product descriptor
Answer C
MCQs of BRAND MANAGEMENT MKT624
MKT624 all QUIZes
Solved by
DR ABDUL SABOOR
Dr7wb@yahoo.com
Question # 7 of 15 ( Start time: 08:35:21 PM ) Total Marks: 1

Where the strategic management perspective should be
emphasized?
Select correct option:
At the top of the organization

At the middle of the organization
At the bottom of the organization
Throughout the organization
A company having two different brands in two different value

pyramids comes under which of the following options
Multi-brand portfolio

Whichever positioning you may like to choose, it has to stem from
the point of view of which one of the following so that they can
own it?
Customers'
Competitors'
General Managers'
Brand owners'

Which of the following is NOT a dimension of brand
differentiation?
Persona recognition
Contract fulfillment
Awareness
Purchase frequency
Which one of the following strategic factor is NOT relevant brand

equity model by Young and Rubicam?
Brand
Differentiation
Relevance
Esteem

Which of the following industries generally do well during strong
periods of growth and do poorly during recessions?
Food
Cyclical
Pharmaceutical
Chemical

If a market is very mature, the challenges are:
Intense
Weak
Concentrated
Deep

Fluoride ingredient could be used for toothpaste, is the
example of which one of the following?
Copy
Copy strategy
Advertisement
Promotion

Which one of the following is NOT the part of indirect channels?
Distributors
Wholesalers
Retailers
Telemarketing

The multi-brand policy comes out due to which one of the
following option?
Limitation of brand extension

Limitation of market segment
Limitation of brand equity (not sure)
Limitation of brand loyalty

The verbal portion of an advertisement, including headlines, body,
and signature, is called:
Copy
Storyboard
Layout
Script
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IMC stands for what?
Integrated Marketing Communication
Integrated Management communication

Integrated Marketing customer
Integrated Management customer

The basic role of promotion is:
Information
Manipulation
Communication
Interpretation

Advertising appropriations are largest for which type of product?
Industrial products (not sure)

Convenience goods
Specialty goods
Infrequently purchased goods

The unique selling proposition (USP) was started in:
Product era
Advertising era
Image era
The positioning era

The changing market necessitates that managers must see the impact of all
EXCEPT:
Technologies
Lifestyles
Product line
Benchmarks of quality

Which one of the following is related to the brand?
Cooking oil
Shampoo
Detergent
Dalda

When any brand of cooking oil is launched with new formula (for more safety of
health), it is the example of which of the following?
Extending your target market

Extending the definition of business
Extending your point of difference
Extending the entire positioning

The target audience for an advertising campaign is which one of the following?
Information base on which to develop the campaign

Location and geographic distribution of persons
Group of people toward whom the advertisements are directed
Overall goal of the advertising campaign

According to researches under brand perception, which of the following statements is
NOT TRUE?
25 percent of customers spend no time in their decision making

56 percent of customers spend less than 8 seconds in decision making
The brand messages must not be so simple and much focused
Customers use little information in routine purchases of low involvement items

You do not give the same treatment to a fake brand even if it carries the label that
may look genuine because:
The actual brand is not there

The actual product is not there
The actual brand is there
Actual product is there

Usually brand managers may not get into a large portfolio of brands due to some
reasons. Which one of the following in NOT the reason for the growth of brand
portfolio?
Owing to growth
Owing to acquisition
Need to have small portfolio
Cannibalization

Which one of the following options will be enhanced by delivering the key benefits of
a brand that are important to the customers?
Positioning
Competition
Extension
Repositioning

__________ is a reflection of what we projected to send to the public.
Brand identity
Brand function
Brand image
Brand positioning

According to Scot Davis, how many years are required to change the brand
positioning?
Three to five years

Two to five years
Three to six years
Two to six years

If a company introduce same brand name for several product in different markets
then company is applying which one of the following brand strategy?
Product brand strategy

Line brand strategy
Rand brand strategy
Umbrella brand strategy
Pray for all. thanks
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MKT624 BRAND MANAGEMENT - Quiz 1

15 APRIL 2011

To fill the financial contribution gap, brand managers use different strategies
EXCEPT:
Expand markets and availability

Improve distribution
Improve communication
Improve supply chain management

Which one of the following is the characteristic of brand strength?
Price premium
Patents and rights
Perceived brand personality
Brand reputation

Brand identity
Brand function
Brand image
Brand positioning

Financial objective deals with __________.
Revenue growth
Winning greater market share
Overtaking competitors on quality
Staging innovations

A brand manager is responsible for the destination planning of the brand in
terms of its future movements related to all, EXCEPT:
Marketing research
Distribution improvements
Overtaking competition
Markets to serve

Which one of the following is the part of brand management process?
Manage product
Manage categories
Manage brand
Manage customer

Intense
Weak
Concentrated
Deep

Which of the following is driving force for customers focal point?
Brand picture
Brand image
Brand value
Brand persona

A chain of schools cannot create perceptions of good quality education to
children unless its program of teaching relates to the central values of:
Children
Parents
Teachers
Society

The business growth that takes place because of the internal working of the
different parts within an organization is known as which of the following?
Acquisition
Organic growth
Rapid growth
Licensing

Brands are acknowledged and recognized on the basis of their:
Functionality
Quality
Loyalty
Reputation

Which of the following is created by management for the consumer and for the
company through good brands:
Value
Price
Cost
Rate

Brand picture is based on which one of the following?
Brand image
Brand value
Brand mission
Brand vision

Which of the following is a strategic process in which all departments must get
together in offering value?
Brand management
Product Management
Marketing Management
Sales Management
Quiz 2

A companys business model can be based on all of the fundamental factors
EXCEPT:
High quality
Affordability
Accessibility
Low quality

Objectives are the desired ends and __________ is the means to achieve those
ends.
Strategy
Mission
Planning
Vision

The key belief and core values of the brand is called its __________.
Identity
Image
Persona
Source

Introducing certain features in a consumer durable product, that customers may see
out of your brands
character, can ________ your ability to stay contemporary.

Hurt
Enhance
Supplement
Affect

Which of the following has to generate revenues, profits and net earning, whether
establish through organic growth or acquisition.
Brand management
Brand
Category
Brand equity

One of the top responsibilities of senior management is to develop:
Business
Brand
Product
Strategy

The business growth that takes place because of the internal working of the different
parts within an
organization is known as which of the following?

Acquisition
Organic growth
Rapid growth
Licensing

Strategic objectives deal with:
Staging innovations
Share value appreciation
Earnings per share
Revenue growth

According to researches under brand perception, which of the following statements is
NOT TRUE?
25 percent of customers spend no time in their decision making

56 percent of customers spend less than 8 seconds in decision making
The brand messages must not be so simple and much focused
Customers use little information in routine purchases of low involvement items

Brand picture
Brand image
Brand value
Brand persona

A chain of schools cannot create perceptions of good quality education to children
unless its program of teaching relates to the central values of:
Children
Parents
Teachers
Society

Which of the following is the characteristic of personality of a brand?
Logo
Packaging
Color
Durability

The more customers are knowledgeable of a brands promises, the more they are
likely to be:
Loyal
Satisfied
Demanding
Unsatisfied

All of the following are the basic principles of a brand contract EXCEPT:
Translate into standards

Fulfill Good Promises
Uncover Bad Promises

Fulfill bad promises

When we say that brands are staying contemporary than it means:
Bringing about innovations

Living up to consumers likes and expectations
Engaging into a brand contract
All of the given options
Solved by Chauhdary Muhammad Fawad Ahmed

1.
2.
At the center of a brands characteristics is the following:

a. Identity
b. Image
c. Value
d. None of the given options
Brand management came into being for which of the following reasons:
a.
b.
c.
d.
3.
4.
5.
6.
7.
8.
9.
10.
Companies wanted to achieve scale economies.

It supplemented financial management practices
It suited production and operations personnel
Companies wanted to differentiate their products and highlight
distinctions in a competitive environment.
Brands like to stay contemporary because of:
a. Others do it
b. Staying attractive
c. Upholding the contract
Features and attributes of brands translate into benefits and
_____________ are also fulfilled along with these benefits.
a. Customer values
b. Brand values
c. Organizational goals
d. Brand associations
A good brand contract:
a. Keeps customer perspective in view
b. Delivers promises made with customers
c. Unearths negative promises
d. All of the given options
Continuously renewing the difference makes your product
____________.
a. Look superior
b. Highly unacceptable
c. Not conforming with market standards of evolving changes
d. Conforming to the changing behavior and beliefs of customers
A brand-based model reveals the following:
a. Why customers buy the brands they buy?
b. What are the underlying motives for their purchasing brands of their
preference?
c. Why companies keep their brands contemporary?
The most important factor in brand management is to ensure that your
___________ must be matching with consumers perceptions.
a. Brand pinnacle
b. Brands persona (pet)
c. Brand associations
d. Brand value
While developing the brand picture, first of all, you envision:
a. Attributes
b. Obsessions
c. Benefits
d. All of the given options (pet)
a. A simple product range with a defined set of features
b. A complex product range with a defined set of features
c. Consistency, a reduced level of perceived risk for the buyer, and
a range of functional and emotional attributes which are of value
to buyers
d. An identity through which the customer can trace the party responsible
for supplying the product
1. The elasticity of sales to sales promotion is __________ that of advertising.
a. Less than
b. Equal to
c. Greater than (pet)
d. Inversely proportional to
2. A mix of different communication tools has a better chance of achieving:
a. Objectives
b. Synergy (pet)
c. Efficiency
d. Effectiveness
3. If two different brands are distributed by one company, it is considered
under:
a. Wholesale
b. Co-branding (pet)
c. Joint venture
d. Merger
4. A companys own retail outlets are meant:
a. To avoid the threat of distributors power
b. To own and batter control the distribution channel
c. Distribution, itself, is a good business
5. For communication to be effective it should be:
a. Repetitive
b. Reinforcing
c. Both of the given options
6. The power based on a channel members superior knowledge and
information about his products is called:
a. Expert power
b. Legitimate power
c. Coercion
d. Retailer power
7. A good channel system must automatically offer _____ to the customers.
a. Transaction services
b. After-sales services

8. Advertising _____ is capable to attract consumers only if it is based on their
needs.
a. Reach
b. Copy
c. Frequency
d. Media
9. Marketing communication is done to achieve the objective of:
a. Building awareness
b. Stimulate action
10. Mostly, the major source of power throughout the distribution channel is:
a. The company
b. The brand
c. The distributor
d. The customer
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1. A great effort in terms of time and money is required for __________; and
despite the effort, results are not guaranteed.
a. Growth (pet lec 1)
b. Profitability
c. Branding
d. Promotion
2. Brands are born out of the following strategies:
a. Segmentation and differentiation strategies
b. Promotion strategies
c. Good purchasing and supply chain strategies

3. Brand identity is followed by _________, which is a reflection of what
marketers planed to send to the public.
a. Brand value
b. Brand image
c. Advertising
d. Brand personality
4. Right branding increases __________ of the product, which should be
more than that of the generic product.
a. Consumer revolt
b. Market share
c. Profit
d. Value
5. _________ are incurred by brands because of failures and questionable
business practices that may increase costs and liabilities.
a. Brand assets
b. Brand liabilities
c. Brand equities
d. Market failures
6. Introduction of more brands and extensions leads to __ with no new
benefits to consumers.
a. Higher cost
b. Greater revenue
c. Brand proliferation
d. Increased competition
7. While defining the industry during the analysis, brand managers must
consider:
a. The range of products and services offered by the industry
b. A picture of the geographic scope of the industry
8. The difference between companys present financial position and the
financial objectives is known as:
a. Contribution gap
b. Contribution margin
c. Financial objectives failure
d. Low demand in market
9. A ___________ has to answer the questions like what would be the short
of market if our brand is not there.
a. Brand image
b. Brand picture
c. Brand manager
d. Brand association
10. Brand assets include:
a. The name of the brand
b. Reputation, relevance, and loyalty
c. Less quality complaints
1. A change in positioning may cause _______________ in price.
a. An upward change
b. A downward change

2. ______________ occurs by maintaining the brand contract while undergoing
innovations and modifications to stay current.
a. Sustainability
b. Fit
c. Uniqueness
d. Credibility
3. When we keep the same brand name of new offerings so that customers may
develop an immediate familiarity, the resultant phenomenon is known as:
a. Leveraging
b. Extension
c. Diversification
d. Stretching
4. Introduction of another strength of a medicine by a pharmaceutical company
is an example of:
a. Brand extension
b. Line extension
c. Brand diversification
5. Brands are diversified because:
a. It is essential for brand survival
b. Some brands have such a high awareness that those are perceived by
customers to be in categories where they are not present.
c. Cost-cutting is possible by advertising products with the same brand
name
6. The __________ relates to extra benefits that a brand offers to its customers.
a. Entire positioning
b. Point of difference
c. Definition of business
d. Innovation
7. Benefits of having different brands include all of the following except:
a. Quickly respond to retailers need
b. Effectively compete in market
c. Save the actual brand image

d. Fill all the gaps in market
8. When the same brand name holds several products in different markets, it is
known as the
a. Umbrella brand
b. Source brand
c. Multi-brand
d. Range brand
9. Factors affecting the choice of distribution channel include:
a. Customer value
b. Sales revenues
10. ___________ provides a good quality of service because of a direct
interface with the customers, but it is expensive.
a. Direct sales
b. Telemarketing
c. E-marketing
1. In a specific strategic market plan, a profit centre that is self-supporting in
terms of sales, markets, production, and other resources is known as:
a. Profit unit.
b. Strategic business unit
c. Marketing unit
d. Small business unit
2. Clarity about dimensions of brands means the clarity in:
a. The functions of brand
b. The aspects of differentiation
3. The drivers of change include all of the following except:
a. Downfall in industry
b. Consumer behavior
c. Market analysis
d. An investment by a foreign firm in local market
4. Shan Foods is involved in selecting and analyzing a target market and
developing a marketing mix to gain long-run competitive advantages.
Based on this example, Shan Foods is creating a:
a. Corporate strategy
b. Target design
c. Mix strategy
d. Marketing strategy
5. Which of the following is not a reason of selling a service is difficult?
a. Competitors can copy services very easily
b. It is hard to summarize and communicate services
c. Standardization among services is difficult
d. Customer can never be satisfied with a service
6. Often, the direct consumers of a nonprofit organization are its:
a. Consumer public
b. Member public
c. Client public
d. Nonbusiness public
7. A __________ organization is customer-centric, and all the decisions it
makes are based on involvement of all in the organization.
a. Brand based
b. Consumer based
c. Marketing
d. Competition based
8. Measuring your brands performance means you are:
a. Managing your brand right
b. Measuring your strategies
c. Maintaining your brand position
d. Maintaining your brand picture
9. Critical success factors for a firm include:
a. Changing lifestyles and attitudes
b. Low-cost production efficiency

10. PIA runs a series of television commercials that show its staff going out of
their way to help customers. An important secondary audience for these
ads is:
a. The civil aviation authority
b. Competitors
c. PIA employees
d. All air travelers
1. Which one of the following form of asset the brand has __________?
a) Tangible assets
b) Intangible assets
c) Current assets
d) Fixed assets
2. The functional risk of brand is related to __________.
a) Price
b) Performance
c) Social image
d) Our self concept
3. With the effort of team of professionals in a company, produce end product
which is related to the ____.
a) Brand creation
b) Idea creation
c) Brand management
d) Marketing management
4. A differentiated product may be unique in the marketplace, but it will only be
successful under which of the following circumstances?
a) If it satisfies customers' needs
b) If the price differential is minimal
c) If the brand can be classed as aspirational
d) Differentiated products will always be successful
5. Choosing a suitable international brand name is an important, but often
difficult, part of the process that creates a strong and distinctive brand.
Which of the following statements about choosing a name for a new soft
drink is UNTRUE?
a) The name should be memorable and easy to pronounce
b) The name must be checked by experts to ensure it doesn't infringe on another
company's brand name
c) The name should have positive associations with the benefits and features of
the product
d) The brand name must be modern and contemporary
6. Which of the following is the indicator of brand strength?
a) Brand reputation
b) Patents and rights
c) Perceived brand values
d) Growth rate
7. There are lot of customers have the knowledge of brand. They are inclined to
be bound into a contract. A customer bound by a contract is known as
__________.
a) Loyal customer
b) Difficult customer
c) Potential customer
d) Finicky customer
8. Which one of the following is the best example of implicit promise?
a) Personal computer
b) Furniture
c) Green tea
d) Crockery
9. Developing budgets and steering resources into strategy are critical areas
of success, Correlates which of the following strategy.
a) Crafting strategy
b) Implementing strategy
c) Evaluating strategy
d) Performing strategy
10. The process of establishing and maintaining a distinctive place in the
market for an organization or its specific product offers is known as
__________.
a) Profiling
b) Profiling Segmentation
c) Segmentation
d) Positioning
Q.1 _____is ether the head of marketing department or a major brand and is
responsible for the brand strategy and its implementation, important for
complete
performance of the brand.
a) Chief Branding Officer
b) Chief Executive officer
c) President of company
d) Director of Company
Q.2 __________ shows how consistent customers are in buying your brand,
how long they have been buying and how long they may buy?
a) Customer loyalty
b) Brand loyalty
c) Product loyalty
d) Company loyalty
Q.3 The brand stature construct is equivalent to:
a) Esteem multiplied by knowledge
b) Differentiation multiplied by knowledge
c) Knowledge multiplied by relevance
d) Esteem multiplied by differentiation
Q.4 This pricing model offers opportunity to set different levels of pricing for
different needs is known as __________.
a) Segment pricing
b) Skim pricing
c) Value-in-use pricing
d) Strategic account pricing
Q.5 If a company introducing a new brand under the source brand or endorsing
brand strategy to gain the benefits of brand power, you again are in a position
to charge a __.
a) Premium price
b) Skimming price
c) Market based price
d) Retail price
Q.6 ___ is a mode of direct marketing owes to well structured communications
in the form of catalogs.
a) Telemarketing
b) Sales promotion
c) Advertising d) Publicity
Q.7 Advertising is part of sales promotion by creating awareness and
comprehension that form a level of __________.
a) Customer pull
b) Customer push
c) Customer loyal
d) Customer image
Q.8 _____ of ad means how many times you should expose your target
customers to your message.
a) Frequency b) Copy
c) Copy strategy
d) Media
Q.9 What purpose does an advertising copy serves?

a) Provides a degree of continuity in a brands advertising
b) Help a brand achieve distinctiveness
c) Provides a common benchmark on which all concerned in the company and the
agency can evaluate the merits of advertising submissions
d) All of the given options
Q.10 The image of brand is the __________ with customer.
a) Actual association
b) Vision
c) Positioning
d) Personality traits
Q.1 A brand based organization provides which of the following benefits?

a) Clarity of role
b) Commitment to brand growth
c) A collective responsibility
Q.2 _____ lets you to have your loyal customers lifetime worth in terms of your
brands purchasing.
a) Lifetime value of a customer
b) Lifetime value of a brand
c) Lifetime value of a company
d) Lifetime value of a market
Q.3 __________ lets you to have a clear picture of the number of customers or
usage of your brand in comparison with competition.
a) Market share
b) Brand share
c) Product share
d) Customer share
Q.4 ___________ works best under the circumstances of high differentiation

that gives you a sustainable advantage in a quality conscious market.
a) Value-in-use Pricing:
b) Skim Pricing
c) Segment pricing
Q.5 Which of the following strategy give the benefit of premium pricing?
a) Umbrella strategy
b) Line brand strategy
c) Product brand strategy

d) Branding strategy
Q.6 Delivery services offered by restaurants and other food chains in our
market on phone calls are examples of:
a) Sales promotion
b) Direct marketing
c) Publicity
d) Personal selling
Q.7 Duration of __________ should be short and should not be repeated too
often.
a) Sales promos
b) Market promos
c) Brand promos
d) Product promos
Q.8 An effective advertising campaign:

a) Revolves around a strong single idea
of customer
b) Should appeal to self interest
c) Must not wander off
Q.9 The term story board is specifically related to:

a) TV commercial
b) Newspaper Editorial
c) Magazine ad
d) Press release
Q.10 __________ evokes a hierarchical set of customer response effects i.e.

building awareness, comprehension, intentions, and actions.
a) Distribution
c) Merchandizing
b) Communication
d) Branding
Q.11 To keep your brand into recognition, it is important to __ according to an

effective through plan.
a) Advertise
b) Position
c) Place
d) Market
Q.12 In__________, internal workshop consisting of important aspects of

detailed strategic definition and objectives of the brand is arranged.
a) Brand chartering
b) Brand planning
c) Brand extension
d) Brand equity
Q.13 Apart from the four Ps of marketing mix, the three additional elements of
service brands are people, process, and__________.
a) Physical evidence
b) Physiological evidence
c) Psychological evidence
d) Packaging
Q.14 A __________ organization is customer-centric, and all the decisions it

a) Brand-based
b) Customer-based
c) Product-based
d) None of the given options
Q.15 According to researches, the highest brand loyalty of customers is among:

a) Coffee
b) Shampoo
c) Cigarette
d) Tea
1. A personal computer with features relating processors specifications, the
size of the hard disk and capacity of RAM is an example of:
A. Explicit promise
B. Implicit promise
C. Positive promise
D. Negative promise
2. All of the following statements would be considered to be TRUE regarding
company vision statements EXCEPT:
A. Vision statements are never presented with an organization's mission
statement
B. Vision statements are often combined with the mission statement
C. Vision statements are often designed to be memorable, one-line statements
D. Vision statements reflect an organization's strategic intent
3. Market is divided into groups on the basis of age, family size, gender,
income, occupation, education, religion, race, generation, nationality, or social
class is the best description of which of the following?
A. Demographics
B. Psychographics
C. Behavioral
D. Geographic
4. Building the brand vision is very serious matter and cannot be decided by
just one manager because of the issue of:
A. Marketing
B. Finance
B. Production
D. Promotion
5. Which of the following is considered the first step of the strategic brand
management process?
A. Building brand mission
B. Building brand vision
C. Building brand objectives

D. Building brand picture
6. Which of the following author states that benefits are weak unless they
relate to the customers central values and beliefs?
A. Jean-Noel Kapferer
B. Scot M. Davis
C. Philip Kotler
D. Geoffrey Randall
7. What approach should a brand manager adopt to know the status of a brand
stands in terms of consumer perceptions?
A. Compare two or three brands
B.
Analyze
the
market
segmentations
B. Select the potential target markets C. Understanding customers needs
8. While determining levels of preferences of consumers in relation to the
criterion, researchers come to know that mostly consumers give priority to the
brand due to its:
A. Customer service
B. Consistent performance
C. Price value relationship
D. Accessibility
9. A sound mission and value statement must have all the attributes EXCEPT:
A. Memorable
B. Pragmatic
C. Lengthy
D. Inspiring
10. Brand picture is based on which one of the following?
A.
B.
C.
D.
Brand value
Brand mission
Brand vision
Brand image
1. The unique selling proposition (USP) was started in:

A. Advertising era
B. Image era
C. Product era
D. The positioning era
2. An apparel marketer is planning to launch an existing brand name into a new
product category. Which brand development strategy is being implemented?
A. Line extension
B. Multibrand
C. Brand extension
D. Rebranding
3. Which of the following is one of the marketers major positioning tools,
which has a direct impact on product or service performance; thus, it is closely
linked to customer value and satisfaction.
A. Social marketing
B. Product quality
C. Specialty marketing
D. Position marketing
4. Opportunities for growth and expansion are identified by finding:
A. Customers beliefs about the segment
B. Customers believe about our competitors
C. Customers perceptions about the brand
D. Customers response about the products
5. According to Scot Davis, how many years are required to change the brand
positioning?
A. Two to five years
B. Three to six years
C. Two to six years
D. Three to five years
6. Which of the following is basically getting into different versions of the same
base product on the same market?
A. Product extension
B. Brand diversification
C. Market extension
D. Line extension
7. Which of the following is a concise statement that summarizes brands
commitment or promise to target consumers and actively communicates the
advantage over competing brands?
A. Vision statement
B. Mission statement
B. Positioning statement
D.Value statement
8. Whichever positioning you may like to choose, it has to stem from which
one of the following point of view so that they can own it?
A. Customers
B. Competitors
C. General Managers
D. Brand owners
9. Which one of the following is NOT considered as competitive differentiation?
A. Product
B. Sales
C. Service
D. Image
10. Marketers need to position their brands clearly in target customers minds.
The strongest brands go beyond attributes or benefit positioning. They are
positioned on the basis of which of the following?
A.
B.
C.
D.
Desirable benefit
Good packaging
Strong beliefs and values
Service inseparability
Solved by Chauhdary
By fawad (cooolstar@gmail.com)

Acquisition
Organic growth
Rapid growth
Licensing
Logo
Packaging
Color
Durability
A strong brand refers to which one of the following?
Offers greater potential to charge a premium price
Helps to recover development and launch costs
Provides large base of loyal customers
A fashion clothing company getting into perfumes refers to the example of:
Perceived difficulty of manufacture
Know-how transferability
Complementarity
Awareness and reputation of the parent
Which of the following brand strategy which gives you the benefit of premium
pricing?
Line brand strategy
Family brand strategy
If a company's customers are concentrated in a small geographic area and the
company sells technical products, which promotion method will it most likely use?
Which of the following is a set of promises that the brand makes to customers?
Brand contract
Brand association
Brand persona
Brand equity
When brand management becomes the heart of marketing then which one
becomes the heart of brand management.
Owners equity
Brand equity
Brand assets
Brand value
To be successful, the company must have all its __________ at work to deliver
superior value.
Resources
Brands
Employees
Communication
Value
Price
Cost
Rate
When two brands join hands to create one brand by using the strong
expressions of both, this is known as:
Bundling
Branding
Brand management
Brand equity
Building the brand vision is very serious matter and cannot be decided by just
one manager because of the issue of:
Finance
Marketing
Production
Promotion
CRE stands for what?
Customer response effect
Customer relationship effect
Customer responsibility effect
Customer resource effect

Intel inside is a classic example of which one of the following?
Bundling
Ingredient co-branding
Joint venture
Effective packaging
The prices of luxury product fall under:
Plus-one pricing
Skim pricing
Strategic account pricing
Segment pricing
Introducing additional items in the same product category by adding new
flavors, forms, colors, ingredients or package sizes, under the same brand
name, is known as:
Line extensions
Product mix
Interactive marketing
Service intangibility

Acquisition
Organic growth
Rapid growth
Licensing
Logo
Packaging
Color
Durability
Complementarity
pricing?
Line brand strategy
company sells technical products, which promotion method will it most likely
use?
Personal selling

Brand contract
Brand association
Brand persona
Brand equity
Owners equity
Brand equity
Brand assets
Brand value
superior value.
Resources
Brands
Employees
Communication
Value
Price
Cost
Rate

Bundling
Branding
Brand management
Brand equity
Finance
Marketing
Production
Promotion
Bundling
Joint venture
Effective packaging
Plus-one pricing
Skim pricing
Segment pricing
name, is known as:
Line extensions
Product mix
Advertising is a major promotion mix ingredient that is a:
Paid form of personal communication
Paid form of non personal communication
Non paid form of personal communication
Non paid form of non personal communication
Which of the following statements about Place/Distribution decisions is
CORRECT?
Product classes are not related to Place objectives
The product life cycle is not related to Place objectives

Place decisions are short-term decisions that are easy to change
Different market segments may require separate Place arrangements.
Which one of the following is indicator of a companys desire to better meet the
demands of the market, not only through differentiated products but also
through different brands and there fore different identities?
Brand portfolio
Brand extension
Line extension
Brand diversification
Which one of the following pricing model is suggested during the decline stage
of brand?
Harvest pricing
Penetration pricing
Cost based pricing
Market based pricing
Which one of the following brand layer is slightly wider than line brands?
Family brands
Range brands
Umbrella brands
Product brands
Based on various researches, which of the following is NOT TRUE about brand
perception?
People perceive the brand as a whole
Perception is comprehensive
Consumers perception is the reality
The brand has a personality
Based on various researches, which of the following is NOT TRUE about brand
perception?
Whichever positioning you may like to choose, it has to stem from the point of
view of which one of the following so that they can own it?
Customers'
Competitors'
General Managers'
Brand owners'
Which of the following is one of the marketers major positioning tools, that has
a direct impact on product or service performance; thus, it is closely linked to
customer value and satisfaction?

Product quality
Social marketing
Specialty marketing
Production quality
To update brand position is very necessary and there are different criteria to
update it. How many criteria are adapted to judge if there is need for updating?
Four
Three
Six
Five
The distribution channels performance depends on all of the following EXCEPT:
Customer reach
Operating efficiency
Service quality
Place of distribution
Addition of 2.25 liter bottle by Coca Cola will cause to:
Increase customer base and usage
Enhance customer loyalty
Generate more profit
Develop brand image
If a company introduce same brand name for several product in different
markets then company is applying which one of the following brand strategy?
Line brand strategy
Rand brand strategy
Communication through a news story regarding an organization and/or its
products that is transmitted through a mass medium at no charge is which one
of the following?
Advertising
Sales promotion
Personal selling
Publicity
Which of the following leads us to determine why customers buy what they
buy?
Customer need analysis
Brand-based customer model
Good brand promise
Brand management process
One member of an organization has the ability to control resources and change
behavior of the other. It is an exercise of which one of the following?

Coercive power
Reward power
Legitimate power
Expert power
A personal computer with features relating to processors specifications, the
Implicit promise
Explicit promise
Positive promise
Negative promise
The more the customers are knowledgeable of a brands promises, the more
they are inclined to be bound into a:
Contract
Agreement
Settlement
Negotiation
MCQs of BRAND MANAGEMENT MKT624

Question # 1 of 10 Which of the following is a concise statement that
summarizes brands commitment or promise to target consumers and actively
communicates the advantage over competing brands?
Positioning statement
Vision statement
Mission statement
Value statement
Question # 2 of 10 When any brand of cooking oil is launched with new
formula (for more safety of health), it is the example of which of the following?
Question # 3 of 10 You do not give the same treatment to a fake brand even if it
carries the label that may look genuine because:
Question # 4 of 10 When we say that brands are staying contemporary than it
means:
Question # 5 of 10 Which of the following has to generate revenues, profits and
net earning, whether establish through organic growth or acquisition.
Brand management
Brand
Category
Brand equity
Question # 6 of 10 Which one of the following is the part of brand management
process?
Manage product
Manage categories
Manage brand
Manage customer
Question # 7 of 10 All of the following are the primary component of
positioning, EXCEPT:
Company business
Target market
Point of difference and key benefits
Customers analysis
Question # 8 of 10 Which of the following can be defined in terms of needs,
segmentation and geography?
Markets
Production
Promotion
Management
Question # 9 of 10 In uncover bad promise one must convert the shortcomings
into:
Strengths
Weaknesses
Opportunities
Threats
Question # 1 of 10 A brand contract may also contain __________ but it must

be eradicated from the contract?
Negative promises
Positive promises
Doubtful promises
Implicit promises
Question # 2 of 10 The whole exercise of creating the right picture is to create
meaningful parallels between the brands identity and its:
Image
Attribute
Features
Value
Question # 4 of 10 Which one of the following is NOT the basic determinant of
the consumers buying action?
Inferiority
Affordability
Quality
Accessibility
Question # 5 of 10 The more customers are knowledgeable of a brands
promises, the more they are likely to be:
Question # 6 of 10 Which of the following is driving force for customers focal

point?
Brand picture
Brand image
Brand value
Brand persona
Question # 7 of 10 _________ is basically getting into different versions of the
same base product on the same market.
Line extension
Product extension
Market extension
Question # 9 of 10 Strong brand positioning is driven by which one of the
following sources?
Customer
Employee
Company
Market
Question # 10 of 10 If a market is very mature, the challenges are:
Intense
Weak
Concentrated
Deep

A. Advertising era
B. Image era
C. Product era
A. Line extension
B. Multibrand
C. Brand extension
D. Rebranding
A. Social marketing
B. Product quality
D. Position marketing ..
positioning?
C. Two to six years
C. Market extension
D. Line extension
A. Vision statement
C. Positioning statement
D. Value statement
A. Customers
B. Competitors
C. General Managers
D. Brand owners
A. Product
B. Sales
C. Service
D. Image
A. Desirable benefit
B. Good packaging
C. Strong beliefs and values
D. Service inseparability
2nd quiz

Acquisition
Organic growth
Rapid growth
Licensing
Logo
Packaging
Color
Durability
Complementarity
pricing?
Line brand strategy

company sells technical products, which promotion method will it most likely
use?
Personal selling

Brand contract
Brand association
Brand persona
Brand equity
Owners equity
Brand equity
Brand assets
Brand value
superior value.
Resources
Brands
Employees
Communication
Value
Price
Cost
Rate
Bundling
Branding
Brand management
Brand equity
Finance
Marketing
Production
Promotion
Bundling
Joint venture
Effective packaging
Plus-one pricing
Skim pricing
Segment pricing
name, is known as:
Line extensions
Product mix
3rd quiz
Question # 1 of 10 Which of the following is a concise statement that

summarizes brands commitment or promise to target consumers and actively
communicates the advantage over competing brands?
Vision statement
Mission statement
Value statement
Question # 2 of 10 When any brand of cooking oil is launched with new
formula (for more safety of health), it is the example of which of the
following?

Question # 3 of 10 You do not give the same treatment to a fake brand even if it
carries the label that may look genuine because:
Question # 4 of 10 When we say that brands are staying contemporary than it
means:
Question # 5 of 10 Which of the following has to generate revenues, profits and
net earning, whether establish through organic growth or acquisition.
Brand management
Brand
Category
Brand equity
Question # 6 of 10 Which one of the following is the part of brand management
process?
Manage product
Manage categories
Manage brand
Manage customer
Question # 7 of 10 All of the following are the primary component of
positioning, EXCEPT:
Company business
Target market
Point of difference and key benefits
Customers analysis
Question # 8 of 10 Which of the following can be defined in terms of needs,
segmentation and geography?
Markets
Production
Promotion
Management
Question # 9 of 10 In uncover bad promise one must convert the shortcomings
into:
Strengths
Weaknesses
Opportunities
Threats
Question # 1 of 10 A brand contract may also contain __________ but it must

be eradicated from the contract?
Negative promises
Positive promises
Doubtful promises
Implicit promises
Question # 2 of 10 The whole exercise of creating the right picture is to create

Image
Attribute
Features
Value
Question # 4 of 10 Which one of the following is NOT the basic determinant of
the consumers buying action?
Inferiority
Affordability
Quality
Accessibility
Question # 5 of 10 The more customers are knowledgeable of a brands
promises, the more they are likely to be:
Question # 6 of 10 Which of the following is driving force for customers focal

point?
Brand picture
Brand image
Brand value
Brand persona
Question # 7 of 10 _________ is basically getting into different versions of the
same base product on the same market.
Line extension
Product extension
Market extension
Question # 9 of 10 Strong brand positioning is driven by which one of the
following sources?
Customer
Employee
Company
Market
Question # 10 of 10 If a market is very mature, the challenges are:
Intense
Weak
Concentrated
Deep
A. Advertising era
B. Image era
C. Product era
A. Line extension
B. Multibrand
C. Brand extension
D. Rebranding

A. Social marketing
B. Product quality
D. Position marketing ..
positioning?
C. Two to six years
C. Market extension
D. Line extension
A. Vision statement
C. Positioning statement
D. Value statement
A. Customers
B. Competitors
C. General Managers
D. Brand owners
A. Product
B. Sales
C. Service
D. Image
A. Desirable benefit
B. Good packaging
C. Strong beliefs and values
4th quiz

A.
Explicit promise
B.
Implicit promise
C.
Positive promise
D.
Negative promise
A.
Vision statements are never presented with an organization's mission

statement
B.
Vision statements are often combined with the mission statement
C.
Vision statements are often designed to be memorable, one-line statements
D.
Vision statements reflect an organization's strategic intent
A.
Demographics
B.
Psychographics
C.
Behavioral
D.
Geographic
A.
Marketing
B. Finance
B.
Production
D. Promotion
management process?
A.
Building brand mission
B.
Building brand vision
C.
Building brand objectives
D.
Building brand picture
A.
Jean-Noel Kapferer
B.
Scot M. Davis
C.
Philip Kotler
D.
Geoffrey Randall
A.
Compare two or three brands

B. Analyze the market
segmentations
B.
Select the potential target markets C. Understanding customers needs
brand due to its:
A.
B.
Customer service
Consistent performance
C.
Price value relationship
D.
Accessibility
A.
Memorable
B.
Pragmatic
C.
Lengthy
D.
Inspiring
A.
B.
C.
D.
Brand value
Brand mission
Brand vision
Brand image

A.
Advertising era
B.
Image era
C.
Product era
D.
The positioning era
A.
Line extension
B.
Multibrand
C.
Brand extension
D.
Rebranding
A.
Social marketing
B.
Product quality
C.
Specialty marketing
D.
Position marketing
A.
Customers beliefs about the segment
B.
Customers believe about our competitors
C.
Customers perceptions about the brand
D.
Customers response about the products
positioning?
A.
Two to five years
B.
Three to six years
C.
Two to six years
D.
Three to five years
A.
B.
C.
D.
Product extension
Market extension
Line extension

A.
Vision statement
B.
D.Value statement
A.
Customers
B.
Competitors
C.
General Managers
D.
Brand owners
A.
Product
B.
Sales
C.
Service
D. Image
A.
B.
C.
Desirable benefit
Good packaging
5th quiz
1.
a.
b.
c.
d.
2.
At the center of a brands characteristics is the following:

Identity
Image
Value
None of the given options
Brand management came into being for which of the following
reasons:
a.
b.
c.
d.
Companies wanted to achieve scale economies.

It supplemented financial management practices
It suited production and operations personnel
Companies wanted to differentiate their products and highlight
distinctions in a competitive environment.
3.
Brands like to stay contemporary because of:
a.
b.
c.
d.
Others do it
Staying attractive
Upholding the contract
4.
a.
b.
c.
d.
5.
a.
b.
c.
d.
6.
a.
b.
c.
d.
7.
Features and attributes of brands translate into benefits and

_____________ are also fulfilled along with these benefits.
Customer values
Brand values
Organizational goals
Brand associations
A good brand contract:
Keeps customer perspective in view
Delivers promises made with customers
Unearths negative promises
Continuously renewing the difference makes your product
____________.
Look superior
Highly unacceptable
Not conforming with market standards of evolving changes
Conforming to the changing behavior and beliefs of customers
A brand-based model reveals the following:
a.
b.
Why customers buy the brands they buy?

What are the underlying motives for their purchasing brands of their
preference?
c.
Why companies keep their brands contemporary?
d.
8.
The most important factor in brand management is to ensure that
your ___________ must be matching with consumers perceptions.
a.
b.
c.
d.
9.
a.
b.
c.
d.
10.
Brand pinnacle
Brands persona
Brand associations
Brand value
While developing the brand picture, first of all, you envision:
Attributes
Obsessions
Benefits
a.
b.
c.
A simple product range with a defined set of features

A complex product range with a defined set of features
Consistency, a reduced level of perceived risk for the buyer, and
a range of functional and emotional attributes which are of value to buyers
d.
An identity through which the customer can trace the party responsible
for supplying the product
1. The elasticity of sales to sales promotion is __________ that of advertising.
a. Less than
b. Equal to
c. Greater than
d. Inversely proportional to
2. A mix of different communication tools has a better chance of achieving:

a. Objectives
b. Synergy
c. Efficiency
d. Effectiveness
3. If two different brands are distributed by one company, it is considered
under:
a. Wholesale
b. Co-branding
c. Joint venture
d. Merger
4. A companys own retail outlets are meant:
a. To avoid the threat of distributors power
b. To own and batter control the distribution channel
c. Distribution, itself, is a good business
5. For communication to be effective it should be:
a. Repetitive
b. Reinforcing
6. The power based on a channel members superior knowledge and
information about his products is called:
a. Expert power
b. Legitimate power
c. Coercion
d. Retailer power
7. A good channel system must automatically offer _____ to the customers.
a. Transaction services
b. After-sales services
8. Advertising _____ is capable to attract consumers only if it is based on their
needs.
a. Reach
b. Copy
c. Frequency
d. Media
9. Marketing communication is done to achieve the objective of:
a. Building awareness
b. Stimulate action
10. Mostly, the major source of power throughout the distribution channel is:
a. The company
b. The brand
c. The distributor
d. The customer
1.
a.
b.
c.
d.
2.
A great effort in terms of time and money is required for __________;

and despite the effort, results are not guaranteed.
Growth
Profitability
Branding
Promotion
Brands are born out of the following strategies:
a.
b.
c.
d.
3.
Segmentation and differentiation strategies

Promotion strategies
Good purchasing and supply chain strategies
Brand identity is followed by _________, which is a reflection of what
marketers planed to send to the public.
a.
b.
c.
d.
4.
Brand value
Brand image
Advertising
Brand personality
Right branding increases __________ of the product, which should
be more than that of the generic product.
a.
b.
c.
d.
Consumer revolt
Market share
Profit
Value
5.
_________ are incurred by brands because of failures and

questionable business practices that may increase costs and liabilities.
a.
b.
c.
d.
6.
Brand assets
Brand liabilities
Brand equities
Market failures
Introduction of more brands and extensions leads to __ with no new
benefits to consumers.
a.
b.
c.
d.
7.
Higher cost
Greater revenue
Brand proliferation
Increased competition
While defining the industry during the analysis, brand managers
must consider:
a.
b.
c.
d.
8.
The range of products and services offered by the industry

A picture of the geographic scope of the industry
Both of the given options
The difference between companys present financial position and the
financial objectives is known as:
a.
b.
c.
d.
9.
Contribution gap
Contribution margin
Financial objectives failure
Low demand in market
A ___________ has to answer the questions like what would be the
short of market if our brand is not there.
a.
b.
c.
d.
10.
Brand image
Brand picture
Brand manager
Brand association
Brand assets include:
a.
The name of the brand
b.
Reputation, relevance, and loyalty
c.
Less quality complaints
d.
1. A change in positioning may cause _______________ in price.
a. An upward change
b. A downward change
2. ______________ occurs by maintaining the brand contract while undergoing
innovations and modifications to stay current.
a. Sustainability
b. Fit
c. Uniqueness
d. Credibility
3. When we keep the same brand name of new offerings so that customers may
develop an immediate familiarity, the resultant phenomenon is known as:
a. Leveraging
b. Extension
c. Diversification
d. Stretching
4. Introduction of another strength of a medicine by a pharmaceutical company
is an example of:
a. Brand extension
b. Line extension
c. Brand diversification
5. Brands are diversified because:
a. It is essential for brand survival
b. Some brands have such a high awareness that those are perceived by
customers to be in categories where they are not present.
c. Cost-cutting is possible by advertising products with the same brand
name
6. The __________ relates to extra benefits that a brand offers to its customers.
a. Entire positioning
b. Point of difference
c. Definition of business
d. Innovation
7. Benefits of having different brands include all of the following except:
a. Quickly respond to retailers need
b. Effectively compete in market
c. Save the actual brand image
d. Fill all the gaps in market
8. When the same brand name holds several products in different markets, it is
known as the
a. Umbrella brand
b. Source brand
c. Multi-brand
d. Range brand
9. Factors affecting the choice of distribution channel include:

a. Customer value
b. Sales revenues
10. ___________ provides a good quality of service because of a direct
interface with the customers, but it is expensive.
a. Direct sales
b. Telemarketing
c. E-marketing
1. In a specific strategic market plan, a profit centre that is self-supporting in
terms of sales, markets, production, and other resources is known as:
a. Profit unit.
b. Strategic business unit
c. Marketing unit
d. Small business unit
2. Clarity about dimensions of brands means the clarity in:
a. The functions of brand
b. The aspects of differentiation
3. The drivers of change include all of the following except:
a. Downfall in industry
b. Consumer behavior
c. Market analysis
d. An investment by a foreign firm in local market
4. Shan Foods is involved in selecting and analyzing a target market and
developing a marketing mix to gain long-run competitive advantages.
Based on this example, Shan Foods is creating a:
a. Corporate strategy
b. Target design
c. Mix strategy
d. Marketing strategy
5. Which of the following is not a reason of selling a service is difficult?
a. Competitors can copy services very easily

b. It is hard to summarize and communicate services
c. Standardization among services is difficult
d. Customer can never be satisfied with a service
6. Often, the direct consumers of a nonprofit organization are its:
a. Consumer public
b. Member public
c. Client public
d. Nonbusiness public
7. A __________ organization is customer-centric, and all the decisions it
a. Brand based
b. Consumer based
c. Marketing
d. Competition based
8. Measuring your brands performance means you are:
a. Managing your brand right
b. Measuring your strategies
c. Maintaining your brand position
d. Maintaining your brand picture
9. Critical success factors for a firm include:
a. Changing lifestyles and attitudes
b. Low-cost production efficiency
10. PIA runs a series of television commercials that show its staff going out of
their way to help customers. An important secondary audience for these
ads is:
a. The civil aviation authority
b. Competitors
c. PIA employees
d. All air travelers
1. Which one of the following form of asset the brand has __________?
a) Tangible assets
b) Intangible assets
c) Current assets
d) Fixed assets
2. The functional risk of brand is related to __________.
a) Price
b) Performance
c) Social image
d) Our self concept
3. With the effort of team of professionals in a company, produce end product
which is related to the ____.
a) Brand creation
b) Idea creation
c) Brand management
d) Marketing management
4. A differentiated product may be unique in the marketplace, but it will only be
successful under which of the following circumstances?
a) If it satisfies customers' needs
b) If the price differential is minimal
c) If the brand can be classed as aspirational
d) Differentiated products will always be successful
5. Choosing a suitable international brand name is an important, but often
difficult, part of the process that creates a strong and distinctive brand.
Which of the following statements about choosing a name for a new soft
drink is UNTRUE?
a) The name should be memorable and easy to pronounce
b) The name must be checked by experts to ensure it doesn't infringe on another
company's brand name
c) The name should have positive associations with the benefits and features of
the product
d) The brand name must be modern and contemporary
6. Which of the following is the indicator of brand strength?
a) Brand reputation
b) Patents and rights
c) Perceived brand values
d) Growth rate
7. There are lot of customers have the knowledge of brand. They are inclined to
be bound into a contract. A customer bound by a contract is known as
__________.
a) Loyal customer
b) Difficult customer
c) Potential customer
d) Finicky customer
8. Which one of the following is the best example of implicit promise?
a) Personal computer
b) Furniture
c) Green tea
d) Crockery
9. Developing budgets and steering resources into strategy are critical areas
of success, Correlates which of the following strategy.
a) Crafting strategy
b) Implementing strategy
c) Evaluating strategy
d) Performing strategy
10. The process of establishing and maintaining a distinctive place in the
market for an organization or its specific product offers is known as
__________.
a) Profiling
b) Profiling Segmentation
c) Segmentation
d) Positioning
Q.1 _____is ether the head of marketing department or a major brand and is
responsible for the brand strategy and its implementation, important for
complete
performance of the brand.
a) Chief Branding Officer
b) Chief Executive officer
c) President of company
d) Director of Company
Q.2 __________ shows how consistent customers are in buying your brand,
how long they have been buying and how long they may buy?
a) Customer loyalty
b) Brand loyalty
c) Product loyalty
d) Company loyalty
Q.3 The brand stature construct is equivalent to:

a) Esteem multiplied by knowledge
b) Differentiation multiplied by knowledge
c) Knowledge multiplied by relevance
d) Esteem multiplied by differentiation
Q.4 This pricing model offers opportunity to set different levels of pricing for
different needs is known as __________.
a) Segment pricing
b) Skim pricing
c) Value-in-use pricing
Q.5 If a company introducing a new brand under the source brand or endorsing
brand strategy to gain the benefits of brand power, you again are in a position
to charge a __.
a) Premium price
b) Skimming price
c) Market based price
d) Retail price
Q.6 ___ is a mode of direct marketing owes to well structured communications
in the form of catalogs.
a) Telemarketing
b) Sales promotion
c) Advertising
d) Publicity
Q.7 Advertising is part of sales promotion by creating awareness and

comprehension that form a level of __________.
a) Customer pull
b) Customer push
c) Customer loyal
d) Customer image
Q.8 _____ of ad means how many times you should expose your target
customers to your message.
a) Frequency
b) Copy
c) Copy strategy
d) Media
Q.9 What purpose does an advertising copy serves?

a) Provides a degree of continuity in a brands advertising
b) Help a brand achieve distinctiveness
c) Provides a common benchmark on which all concerned in the company and the
agency can evaluate the merits of advertising submissions
Q.10 The image of brand is the __________ with customer.
a) Actual association
b) Vision
c) Positioning
d) Personality traits
Q.1 A brand based organization provides which of the following benefits?

a) Clarity of role
b) Commitment to brand growth
c) A collective responsibility
Q.2 _____ lets you to have your loyal customers lifetime worth in terms of your
brands purchasing.
a) Lifetime value of a customer
c) Lifetime value of a company
b) Lifetime value of a brand

d) Lifetime value of a market
Q.3 __________ lets you to have a clear picture of the number of customers or
usage of your brand in comparison with competition.
a) Market share
b) Brand share
c) Product share
d) Customer share
Q.4 ___________ works best under the circumstances of high differentiation

that gives you a sustainable advantage in a quality conscious market.
a) Value-in-use Pricing:
b) Skim Pricing
c) Segment pricing
Q.5 Which of the following strategy give the benefit of premium pricing?
a) Umbrella strategy
b) Line brand strategy
c) Product brand strategy

d) Branding strategy
Q.6 Delivery services offered by restaurants and other food chains in our
market on phone calls are examples of:
a) Sales promotion
c) Publicity
b) Direct marketing
d) Personal selling
Q.7 Duration of __________ should be short and should not be repeated too
often.
a) Sales promos
b) Market promos
c) Brand promos
d) Product promos
Q.8 An effective advertising campaign:

a) Revolves around a strong single idea
customer
b) Should appeal to self interest of
c) Must not wander off
Q.9 The term story board is specifically related to:

a) TV commercial
b) Newspaper Editorial
c) Magazine ad
d) Press release
Q.10 __________ evokes a hierarchical set of customer response effects i.e.

building awareness, comprehension, intentions, and actions.
a) Distribution
b) Communication
c) Merchandizing
d) Branding
Q.11 To keep your brand into recognition, it is important to __ according to an

effective through plan.
a) Advertise
b) Position
c) Place
d) Market
Q.12 In__________, internal workshop consisting of important aspects of

detailed strategic definition and objectives of the brand is arranged.
a) Brand chartering
c) Brand extension
b) Brand planning
d) Brand equity
Q.13 Apart from the four Ps of marketing mix, the three additional elements of
service brands are people, process, and__________.
a) Physical evidence
b) Physiological evidence
c) Psychological evidence
d) Packaging
Q.14 A __________ organization is customer-centric, and all the decisions it

a) Brand-based
b) Customer-based
c) Product-based
d) None of the given options
Q.15 According to researches, the highest brand loyalty of customers is among:

a) Coffee
b) Shampoo
c) Cigarette
d) Tea
Question # 1 of 15 ( Start time: 06:57:15

PM )
Total Marks: 1
All of the following are properties of strong positioning EXCEPT:

It has a unique valued place

It does not revolves around a benefit
It is externally driven
It is a key determinant of operational strategies
uestion # 2 of 15 ( Start time: 06:58:05 PM ) Total Marks: 1
The more the customers are knowledgeable of a brands
promises, the more they are inclined to be bound into a:
Contract
Agreement
Settlement
Negotiation
Question # 3 of 15 ( Start time: 06:58:48 PM ) Total
Marks: 1
Where the strategic management perspective should be
emphasized?
At the top of the organization

At the middle of the organization
At the bottom of the organization
Throughout the organization
Marks: 1
A chain of schools cannot create perceptions of good
quality education to children unless its program of
teaching relates to the central values of:
Children
Parents
Teachers
Society
Marks: 1
The whole exercise of creating the right picture is to create
Image
Attribute
Features
Value
Marks: 1
Which one of the following brand layer is slightly wider
than line brands?
Family brands
Range brands
Umbrella brands
Product brands
Marks: 1
In uncover bad
shortcomings into:
promise

Strengths
one
must
convert
the
Weaknesses
Opportunities
Threats
Marks: 1
___________ is done which is all about drawing comparisons
with competition while in developing a brand based
customer model.
Pricing
Rating
Market analysis
Porters analysi
uestion # 9 of 15 ( Start time: 07:02:59 PM ) Total Marks: 1
When a brand is just able to address the basic needs, it is
at the:
Lowest level of associations

Highest level of associations
Medium level of associations

Marks: 1
Building the brand vision is very serious matter and
cannot be decided by just one manager because of the
issue of:
Finance
Marketing
Production
Promotion
Marks: 1
Based on various researches, which of the following is NOT
TRUE about brand perception?


Marks: 1
Which of the following brings management to a platform
from where they all have to agree what level of growth the
brand will generate to fulfill companys objectives?
Brand vision
Brand mission
Brand objective
Brand value
uestion # 13 of 15 ( Start time: 07:05:54 PM ) Total
Marks: 1
Which of the following is the characteristic of personality
of a brand?
Logo
Packaging
Color
Durability
Marks: 1
Revenue growth
Staging innovations
Marks: 1
The collection of similar competitive branded products
that have more or less the same features are known as
which of the following?
Product diversification
Product line
Product category
Product mix
Time
Left
Question # 1 of 15 ( Start time:
11:13:40 PM )
89
sec(
s)
Total Marks: 1
Which one of the following brand layer is slightly wider

than line brands?
Family brands
Range brands
Umbrella brands
Product brands
Click here to Save Answer & Move to Next Question
Time
Left
11:13:58 PM )
89
sec(
s)
Total Marks: 1
When a brand is just able to address the basic needs, it is

at the:
Lowest level of association

Highest level of associations
Medium level of associations
Time
Left
89
sec(
s)
Quiz Start Time: 11:13 PM

11:14:44 PM )
Total Marks: 1
Which of the following is one of the marketers major

positioning tools, that has a direct impact on product or
service performance; thus, it is closely linked to customer
value and satisfaction?
Product quality
Social marketing
Specialty marketing
Production quality
Time
Left
11:15:57 PM )
Revenue growth
Staging innovations
89
sec(
s)
Total Marks: 1
Time
Left
11:16:43 PM )
89
sec(
s)
Total Marks: 1
The more the customers are knowledgeable of a brands

promises, the more they are inclined to be bound into a:
Contract
Agreement
Settlement
Negotiation
Time
Left
11:17:33 PM )
When
brand
management
89
sec(
s)
Total Marks: 1
becomes
the
heart
of
marketing then which one becomes the heart of brand

management.
Owners equity
Brand equity
Brand assets
Brand value
Time
Left
11:18:22 PM )
89
sec(
s)
Total Marks: 1
Which of the following brings management to a platform

from where they all have to agree what level of growth
the brand will generate to fulfill companys objectives?
Brand vision
Brand mission
Brand objective
Brand value
Time
Left
11:19:09 PM )
89
sec(
s)
Total Marks: 1
How many principles brand contract have?

Three
Two
Five
Four
Time
Left
11:20:25 PM )
89
sec(
s)
Total Marks: 1
Which of the following is a concise statement that

summarizes brands commitment or promise to target
consumers and actively communicates the advantage
over competing brands?
Vision statement
Mission statement
Value statement
Time
Left
11:21:42 PM )
90
sec(
s)
Total Marks: 1
A sound mission and value statement must have all the

attributes EXCEPT:
Lengthy NOT SURE

Memorable
Pragmatic
Inspiring
Time
Left
11:23:02 PM )
Total Marks: 1

Intense
Weak
Concentrated
89
sec(
s)
Deep
Time
Left
11:23:49 PM )
88
sec(
s)
Total Marks: 1
The unique selling proposition (USP) was started in:

Product era
Advertising era
Image era
The positioning era
Time
Left
11:24:35 PM )
87
sec(
s)
Total Marks: 1
Which of the following is driving force for customers focal

point?
Brand picture
Brand image
Brand value
Brand persona
Time
Left
11:25:28 PM )
89
sec(
s)
Total Marks: 1
Brands are acknowledged and recognized on the basis of

their:
Functionality
Quality
Loyalty
Reputation
Time
Left
11:26:57 PM )
89
sec(
s)
Total Marks: 1
All of the following are the basic principles of a brand

contract EXCEPT:
Translate into standards

Fulfill Good Promises
Uncover Bad Promises
Fulfill bad promises
The business growth that takes place because of the

internal working of the different parts within an
Acquisition
Organic growth
Rapid growth
Licensing
Which one of the following is related to the brand?
Cooking oil
Shampoo
Detergent
Dalda
o be successful, the company must have all its __________
at work to deliver superior value.
Resources
Brands
Employees
Communication
he whole exercise of creating the right picture is to create
Image
Attribute
Features
Value
A companys business model can be based on all of the
fundamental factors EXCEPT:
High quality
Affordability
Accessibility
Low quality
While defining the industry for developing brand vision,
brand manager must consider:
The range of products and services offered by the

industry
Industry growth and size
Key growth factors
Industry lifecycle
The changing market necessitates that managers must
see the impact of all EXCEPT:
Technologies
Lifestyles
Product line
Benchmarks of quality
If a market is less mature, the challenges are:
Less strong
Intense
Concentrated
Deep
Brand associations and the Brand Value Pyramid are half
of your:
Brand image
Brand picture
Brand persona
Brand contract
Strategic objective deals with __________.
Cutting cost
Earnings per share
Return on investment
Dividend growth
Any brand at the pinnacle of brand value pyramid
testifies that:
The need it is fulfilling was wrongly identified

The need it is fulfilling was rightly identified
Target market is too small to generate profits
Which of the following is one of the marketers major
positioning tools, that has a direct impact on product or
service performance; thus, it is closely linked to customer
value and satisfaction?
Product quality
Social marketing
Specialty marketing
Production quality
Which of the following is a planning document that
reflects your extensive efforts toward defining the market,
analyzing it and considering all the elements of brand
management?
Product plan
Brand plan
Marketing plan
Sales plan
If a market is less mature, the challenges are:
Less strong
Intense
Concentrated
Deep

A.
Explicit promise
B.
Implicit promise
C.
Positive promise
D.
Negative promise

A.
Vision statements are never presented with an organization's mission

statement
B.
Vision statements are often combined with the mission statement
C.
Vision statements are often designed to be memorable, one-line statements
D.
Vision statements reflect an organization's strategic intent
A.
Demographics
B.
Psychographics
C.
Behavioral
D.
Geographic
A.
Marketing
B. Finance
B.
Production
D. Promotion
management process?
A.
Building brand mission
B.
Building brand vision
C.
Building brand objectives
D.
Building brand picture
A.
Jean-Noel Kapferer
B.
Scot M. Davis
C.
Philip Kotler
D.
Geoffrey Randall
A.
Compare two or three brands
B. Analyze the market
segmentations
B.
Select the potential target markets
C. Understanding customers needs

brand due to its:
A.
Customer service
B.
Consistent performance
C.
Price value relationship
D.
Accessibility
A.
Memorable
B.
Pragmatic
C.
Lengthy
D.
Inspiring

A.
Brand value
B.
Brand mission
C.
Brand vision
D.
Brand image

A.
Advertising era
B.
Image era
C.
Product era
D.
The positioning era

A.
Line extension
B.
Multibrand
C.
Brand extension
D.
Rebranding

A.
Social marketing
B.
Product quality
C.
Specialty marketing
D.
Position marketing

A.
Customers beliefs about the segment
B.
Customers believe about our competitors
C.
Customers perceptions about the brand
D.
Customers response about the products
positioning?
A.
Two to five years
B.
Three to six years
C.
Two to six years
D.
Three to five years
A.
Product extension
B.
C.
Market extension
D.
Line extension

A.
Vision statement
B.
D.Value statement
A.
Customers
B.
Competitors
C.
General Managers
D.
Brand owners

A.
Product
B.
Sales
C.
Service
D. Image
A.
Desirable benefit
B.
Good packaging
C.

To fill the financial contribution gap, brand managers use different strategies
EXCEPT:
Expand markets and availability

Improve distribution
Improve communication
Improve supply chain management

Which one of the following is the characteristic of brand strength?
Price premium
Patents and rights
Perceived brand personality
Brand reputation

Brand identity
Brand function
Brand image
Brand positioning

Revenue growth
Staging innovations

A brand manager is responsible for the destination planning of the brand in
terms of its future movements
related to all, EXCEPT:

Marketing research
Distribution improvements
Overtaking competition
Markets to serve

Which one of the following is the part of brand management process?
Manage product
Manage categories
Manage brand
Manage customer

Intense
Weak
Concentrated
Deep

Brand picture
Brand image
Brand value
Brand persona

A chain of schools cannot create perceptions of good quality education to
children unless its program of
teaching relates to the central values of:

Children
Parents
Teachers
Society

different parts within an
Acquisition
Organic growth
Rapid growth
Licensing

Brands are acknowledged and recognized on the basis of their:
Functionality
Quality
Loyalty
Reputation

Value
Price
Cost
Rate

Brand picture is based on which one of the following?
Brand image
Brand value
Brand mission
Brand vision

Which of the following is a strategic process in which all departments must get
together in offering value?
Brand management
Product Management
Marketing Management
Sales Management
Q1. Should brand vision and mission be stated with company's vision and
mission? Marks:3
Q2. What is customer value? Marks:3
Q3. In which situations, you can charge premium price? Marks:3
Q4. What is the media strategy of Brand plan? Marks:3
Q5. In which situations, the measurement of brand performance become
necessary? Marks:5
Q6. Write 2 of the following. a) Cyclic variations (b) seasonality Industry life
cycle Marks:5
Q7. Write circumstances when brand extension is not considered a good option by
companies? Marks:5
Q8. To develop a copy what factors should be considered ? Marks:5
Q9. Write 5 methods of selling and attracting customers. Marks:5
1 INCORRECT
The product life cycle describes the stages a new product goes
through in the
:
A)
B)
C)
D)
E)
introduction phase
test market
product development
marketplace
diffusion stage
Feedback:
Refer to page(s) 296 in your textbook.
Obj. 11.1
2 INCORRECT
During the introduction stage of the PLC, sales gradually increase
and:
A)
B)
C)
D)
E)
competition becomes tough
profit is minimal
more investors are needed
sales people are brought to push the product
the promotion that is finished
Feedback:
Obj. 11.1
3 INCORRECT
The marketing objective for the maturity stage of the PLC is to:
A)
B)
C)
D)
E)
maintain brand loyalty
stress differentiation
harvest
deletion
gain awareness
Feedback:
Obj. 11.1
4
UNANSWERED
The stage of the PLC where competitors appear is:
A)
B)
C)
D)
E)
introduction
decline
competition is always there
maturity
growth
5 INCORRECT
Automobiles and TV's are in what stage of the PLC?
A)
introduction
B)
C)
D)
E)
growth
post-growth
maturity
decline
Feedback:
Obj. 11.1
6 INCORRECT
When a company retains the product but reduces marketing
support costs it is in what stage of the PLC?
A)
B)
C)
D)
E)
decline
maturity
growth
introduction
all stages
Feedback:
Obj. 11.1
7 CORRECT
A company will follow one of two strategies to handle a declining
product: deletion or:
A)
modification
harvesting
B)
C)
D)
E)
enhancement
strategic change
market change
Feedback: Refer to page(s) 301 in your textbook. Obj. 11.1
8 INCORRECT
How long does it take to go through a PLC?
A)
B)
1 day to 365 days
1 year to 5 years
1 year for consumer products and 5 years for industrial

C)products
D)
E)
almost 2-3 years
No set time
Feedback:
Obj. 11.1
9 INCORRECT
A product life cycle that rises and falls several times is an
indication of what product type?
A)
B)
C)
fads
fashion goods
low learning products

high learning products
D)
E)
all are the same cycle
Feedback:
Obj. 11.2
10
INCORRECT
A PLC curve that rises rapidly then falls quickly is indication of a:
A)
B)
C)
D)
E)
fashion product
low learning product
fad
high learning product
all are the same cycle
Feedback:
Obj. 11.2
11
INCORRECT
The concept that explains how a product spreads through the

population is called the:
A)
B)
C)
D)
acceptance rate
diffusion of innovation
infusion of sales
entry rate
product acceptance cycle
E)
Feedback:
Obj. 11.2
12
INCORRECT
Product managers are sometimes called
A)
B)
C)
D)
E)
manager of goods
consumer specialist
brand manager
product pusher
sales rep
Feedback:
Obj. 11.3
13
INCORRECT
The use of M&M's candy as a replacement for chocolate chips in

baked goods is an example of:
A)
B)
C)
D)
E)
Feedback:
product modification.
market modification.
repositioning the product.
brand management.
a trademark.

Obj. 11.3
14
INCORRECT
What are one-way mass merchandisers such as Sears Canada

and The Bay can "trade up" in their stores?
A)
B)
C)
D)
E)
Add a designer clothes section.
Change their perfume lines.
Open a line of discount outlet stores under a different name.
Offer more sales.
Upgrade their cash registers.
Feedback:
Obj. 11.3
15
INCORRECT
The main benefit of branding to consumers is:
A)
B)
C)
D)
E)
they save money.
they become more efficient shoppers.
they have more product choices.
they get confused.
they like the new designs.
Feedback:
Obj. 11.4
16
INCORRECT
An organization using a name, phrase, design, symbols, or

combination of these to identify its products is:
A)
B)
C)
D)
E)
repositioning product lives
forming family units
trademarking products
patenting product
branding products
Feedback:
Obj. 11.4
17
INCORRECT
Which of the following is a trade name?
A)
B)
C)
D)
E)
Wheaties
Campbell Soup Company
Diet Dr. Pepper
Wheat-Thins
Golden Grahams
Feedback:
Obj. 11-4
18
INCORRECT
Examples of brands that have achieved consumer-brand

resonance are:
A)
B)
C)
D)
E)
Harley-Davidson, Apple, and Dr. Pepper
Apple, Coke, and Palmolive
Harley-Davidson, IBM, and Coke
Apple, Dr. Pepper, and Citizen
Harley-Davidson, Apple, and Coke
Feedback:
Obj. 11.4
19
INCORRECT
No-brand products are also known as:
A)
B)
C)
D)
E)
generic brands.
private brands.
euro-brands.
mixed brands.
multi-brands.
Feedback:
Obj. 11.5
20 CORRECT
Warranties that are written statement of liabilities that are called:
A)
full warranties
B)
C)
D)
E)
implied warranties
express warranties
limited coverage warranties
strict liability warranties
Feedback:
Obj. 11.6

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Question 1

Which of the following statements is correct?

Which skills and capabilities will marketers need to increasingly

delivered on certain types of pallets at a certain height, within a

customer expectations, e.g. DHL International GmbH, the German

covered eight functions:

Neil Borden developed the concept of the Marketing Mix in his

departments, and organisation-wide responsiveness to it' (Kohli

Which of the following is not part of the external marketing

competitors the supply-based approach because it considers

The emergence of new technologies can substantially affect not

By understanding all elements of the marketing environment to

The differentiation of a firm's products or services to promote

new competitors will enter the market, the threat posed by

Which of the following is the most recent stage of marketing

Marketing department era

Marketing company era

Which of the following is NOT included as a basic idea in the

Total company effort

_______________________ is defined as the difference between

The Code of Ethics is a federal law introduced into legislation by the

Which of the following is NOT included in the marketing management

Planning marketing activities

B) Raising funds to finance the marketing projects

Controlling marketing plans

D) Directing implementation of the marketing plans

Which of the following parts are included in the marketing mix?

A) Product, place, promotion, and price

A channel of distribution is any series of firms (or individuals) who

____________ is defined as communication with large numbers of

The marketing concept applies to production firms, but not to service

In a ___________________orientation, the role of marketing

Both of the above

None of the above

The marketing concept means that an organization aims the majority

When a manager focuses on making whatever products are easy to

Which of the following is NOT consistent with a manager having a

A)Inventory levels are set with customer requirements and

It is more costly to retain current customers by satisfying their

In addition to businesses, the marketing concept is also applicable to

All of the above

The controllable variables a company puts together to satisfy a

A marketing strategy is a written statement of a marketing plan, and

[B]Decrease their brand loyalty to products they have traditionally used

1. refers to a brands objective (functional) attributes in relation to

d. None of the above

d. Health related positioning

This is a form of non-personal communication, by an identified

Print is very effective at delivering messages to target audiences

Exhibitions are held for both consumer and business

b) Corporate communication management.

____________ is also a form of sponsorship and represents a

Sales promotions offer a direct inducement or an incentive to

a) Integrated Marketing Communications (IMC).

The components of a product or service offer include:

Market testing provides a good indication of how well the product

A brand name does not have to be modern and contemporary.

It is not more expensive to use the same brand name. See

Companies producing a variety of products and brands often

product (or brand) management

Canon sells its fax machine to consumer, business, and

Companies that produce many products flowing into many

Rising customer expectations, evolving employee goals and

corporate social responsibility

_ addresses the what and why of marketing activities; _