mkt624 mcqs

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MCQ’s of BRAND MANAGEMENT MKT624

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1.. AAt tt thhe ce ceenntteer or of a f a bbrraanndd’’s cs chhaarraacctteerriissttiiccs is is ts thhe e ffoolllloowwiinngg:: a

a.. IIddeennttiittyy b

b.. IImmaaggee c

c.. VVaalluuee d.

d. NoNone one of thf the gie giveven opn optitiononss 2

2.. BBrraannd md maannaaggeemmeennt ct caamme ie inntto bo beeiinng fg foor wr whhiicch oh of tf thhe fe foolllloowwiinng rg reeaassoonnss:: a.

a. CompCompanies anies wantewanted to d to achieachieve sve scale ecale economconomies.ies. b.

b. It supIt supplemplemented ented finanfinancial mcial manageanagement ment practpracticesices c.

c. It suIt suited ited produproduction ction and and operaoperations tions persopersonnelnnel d.

d. CompaCompanies wannies wanted to differted to differentiaentiate their prote their products anducts and highlid highlight distinght distinctions in actions in a competitive environment.

competitive environment. 3

3.. BBrraanndds s lliikke e tto o ssttaay y ccoonntteemmppoorraarry y bbeeccaauusse e ooff:: a.

a. OtOthehers rs ddo o itit b.

b. StStayayining g atattrtracactitiveve c.

c. UpUphoholdlding ting the che conontrtracactt d.

4.. FFeeaatuturrees as annd ad attttrriibbuuttees os of brf braanndds trs traannssllaatte ine intto bo beenneeffiitts ans and _d ________________________ a_ arre ae allssoo fulfilled along with these benefits.

fulfilled along with these benefits. a.

a. CuCuststomomer ver valalueuess b.

b. BrBranand vd vaalulueses c.

c. OrOrgaganinizazatiotionanal gl goaoalsls d.

d. BrBranand ad assssocociaiatitiononss 5

5.. A A ggooood d bbrraannd d ccoonnttrraacctt:: a.

a. KeeKeeps cups custostomemer persr perspecpectivtive in viee in vieww b.

b. DelDeliveivers promrs promiseises made wis made with custh customtomersers c.

c. UneUneartarths hs negnegatiative ve propromismiseses d.

d. All All of of the the givgiven en opoptiotionsns 6

6.. CCoonnttiinnuuoouusslly ry reenneewwiinng tg thhe e ddiiffffeerreenncce e mmaakkees s yyoouur r pprroodduucct _t _______________________.. a.

a. LoLook ok susupeperirior or b.

b. HiHighghly uly unanaccccepeptatablblee c.

c. Not coNot conformnforming witing with marh market stket standarandards of evds of evolving olving chanchangesges d.

d. ConfoConforming to the chrming to the changinanging behavg behavior and beior and beliefs of culiefs of customestomersrs 7

7.. A A bbrraanndd--bbaasseed d mmooddeel l rreevveeaalls s tthhe e ffoolllloowwiinngg:: a.

a. Why Why custcustomers omers buy buy the bthe brands rands they they buy?buy? b.

b. What are thWhat are the undere underlying molying motives fotives for their purcr their purchasinhasing brandg brands of their prefs of their preferencerence?e? c.

c. Why Why comcompaniepanies kes keep tep their bheir brands rands contecontempormporary?ary? d.

8.. TThhe me moosst it immppoorrttaannt ft faaccttoor ir in bn brraannd md maannaaggeemmeennt it is ts to eo ennssuurre te thhaat yt yoouur _r ____________________ _ must be matching

must be matching with consumers’ perceptions.with consumers’ perceptions. a.

a. BrBranand d pipinnnnacaclele b.

b. BrBranand’d’s s pepersrsononaa c.

c. BrBranand d asassosociciatatioionsns d.

d. BrBranand d vvaaluluee 9

9.. WWhhiille de deevveellooppiinng g tthhe e bbrraannd d ppiiccttuurree, , ffiirrsst t oof f aallll, , yyoou u eennvviissiioonn:: a.

a. AtAttrtribibuutetess b.

b. ObObssesessisioonsns c

c.. BBeenneeffiittss d.

100.. TTo o hhaavve e vvaalluuee, , a a bbrraannd d mmuusst t ooffffeer r wwhhiicch h oonne e oof f tthhe e ffoolllloowwiinng?g? a.

a. A simpA simple prodle product rauct range wnge with a deith a defined sfined set of feet of featuresatures b.

b. A comA complex pplex producroduct rangt range with a e with a defindefined set ed set of feaof featurestures c.

c. _{Consistency, a reduced level of perceived risk for the buyer, and a range of}_{Consistency, a reduced level of perceived risk for the buyer, and a range of} functional and emotional attributes which are of

functional and emotional attributes which are of value to buyersvalue to buyers d.

d. An identitAn identity througy through which the cush which the custometomer can trace the partr can trace the party respony responsible for supsible for supplyinplyingg the product

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1. The elasticity of

1. The elasticity of sales to sales promotion is sales to sales promotion is __________ that of advertising.__________ that of advertising. a. Less than a. Less than b. Equal to b. Equal to c. Greater than c. Greater than d. Inversely proportional to d. Inversely proportional to

2. A mix of different communication tools has a better chance of achieving: 2. A mix of different communication tools has a better chance of achieving:

a. Objectives a. Objectives b. Synergy b. Synergy c. Efficiency c. Efficiency d. Effectiveness d. Effectiveness 3. If two

3. If two different brands are distributed by one company, it different brands are distributed by one company, it is considered under:is considered under: a. Wholesale a. Wholesale b. Co-branding b. Co-branding c. Joint venture c. Joint venture d. Merger d. Merger

4. A company’s own retail outlets are meant: 4. A company’s own retail outlets are meant:

a. To avoid the threat of distributors’ power a. To avoid the threat of distributors’ power b. To own and batter

b. To own and batter control the distribution channelcontrol the distribution channel c. Distribution, itself, is a good business

c. Distribution, itself, is a good business d. All of the given options

d. All of the given options

5. For communication to be effective it should be: 5. For communication to be effective it should be:

a. Repetitive a. Repetitive b. Reinforcing b. Reinforcing

c. Both of the given options c. Both of the given options d. None of the given options d. None of the given options

6. The power based on a channel member’s superior knowledge and information about his 6. The power based on a channel member’s superior knowledge and information about his

products is called: products is called: a. Expert power a. Expert power b. Legitimate power b. Legitimate power c. Coercion c. Coercion d. Retailer power d. Retailer power

7. A good channel system must

7. A good channel system must automatically offer _____ to the automatically offer _____ to the customers.customers. a. Transaction services

a. Transaction services b. After-sales services b. After-sales services

8. Advertising _____ is capable to attract consumers only if it is based on their needs. 8. Advertising _____ is capable to attract consumers only if it is based on their needs.

a. Reach a. Reach b. Copy b. Copy c. Frequency c. Frequency d. Media d. Media

9. Marketing communication is done to achieve t

9. Marketing communication is done to achieve the objective of:he objective of: a. Building awareness

a. Building awareness b. Stimulate action b. Stimulate action

c. Both of the given options c. Both of the given options d. None of the given options d. None of the given options 10. Mostly, the major

10. Mostly, the major source of power throughout the distribution channel is:source of power throughout the distribution channel is: a. The company a. The company b. The brand b. The brand c. The distributor c. The distributor d. The customer d. The customer

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1.

1. A greA great effat effort iort in tern terms of tims of time anme and mond money is rey is requequireired for _d for ___________________; and d; and despespite thite thee effort, results are not guaranteed.

effort, results are not guaranteed. a

a.. GGrroowwtthh b.

b. PrProfofititababililitityy c

c.. BBrraannddiinngg d

d.. PPrroommoottiioonn 2.

2. BrBranands ads are re boborn rn ouout of t of ththe foe follllowowining stg straratetegigieses:: a.

a. Segmentation and differentiation strategiesSegmentation and differentiation strategies b.

b. PrPromomototioion stn straratetegigieses c.

c. Good Good purchpurchasing asing and and suppsupply cly chain hain stratestrategiesgies d.

d. AlAll of tl of the ghe giviven oen optptioionsns 3.

3. BraBrand idnd idententity is foity is follollowed bwed by ___y _______________, whi, which is a refch is a refleclectiotion of whan of what mart marketketers pers planlaneded to send to the public.

to send to the public. a.

a. BrBranand d vvaaluluee b

b.. BrBranand id imamaggee c

c.. AdAdvverertitissiningg d.

d. BrBranand d pepersrsononalalityity 4.

4. RigRight braht brandnding ining increcreasases __es ________________ of th__ of the proe producduct, whit, which shch shouould be mold be more thre than thaan that of t of the generic product.

the generic product. a.

a. CoConsnsumumer rer revevololtt b.

b. MaMarkrkeet st shaharere c

c.. PPrrooffiitt d

d.. VVaalluuee 5.

5. _________________ _ arare e inincucurrrred ed by by brbranands ds bebecacaususe e of of fafaililurures es anand d ququesestitiononabable le bubusisinenessss practices that may increase costs and liabilities.

practices that may increase costs and liabilities. a.

a. BrBranand ad asssseetsts b.

b. BrBranand ld liaiabibilitlitieiess c

c.. BrBranand eqd equiuititieses d.

d. MaMarkrket et fafaililurureses 6.

6. IntroductioIntroduction of n of more more branbrands ands and exd extensitensions ons leads leads to _to __ wi_ with no th no new new benebenefits fits to cto consumonsumers.ers. a.

a. HiHighgher er ccosostt b.

b. GrGreaeateter rer revevenunuee c.

c. BrBranand prd prololififereratatioionn d.

d. InIncrcreaeasesed comd compepetittitioionn 7.

7. WhiWhile defle definiining the ing the indndustustry dury durinring the ang the analyalysissis, bra, brand mand managnagers muers must const considsider:er: a.

a. The raThe range of nge of produproducts ancts and servd services oices offered ffered by the by the indusindustrytry b.

b. A pictA picture oure of the gf the geograeographic sphic scope cope of thof the inde industryustry c.

c. BoBoth oth of the gf the giviven oen optptioionsns d.

8.. ThThe e ddififfeferrenence ce bbetetwweeeen n cocompmpanany’y’s s prpreesesennt t fifinanancnciaial l ppoosisitition on anand d ththe e fifinnanancicialal objectives is known as:

objectives is known as: a.

a. CoContntriribubutition gon gapap b.

b. CoContntribribututioion mn marargingin c.

c. FinFinancancial ial objobjectectiveives’ s’ faifailurelure d.

d. LoLow dw dememanand id in mn mararkekett 9.

9. A ___A _________________ ha__ has to answs to answer ther the quee questistionons like whs like what woat woululd be the shd be the shorort of markt of market if et if our brand is not there.

our brand is not there. a.

a. BrBranand d imimagagee b.

b. Brand pictureBrand picture c

c.. BrBranand md maananageger r d.

d. BrBranand d asassosociciatatioionn 10

10.. BrBranand d asassesets ts ininclcludude:e: a.

a. ThThe ne namame oe of tf the he brbranandd b.

b. RepReputautatiotion, relen, relevanvance, ance, and loyad loyaltylty c.

c. LeLess qss quaualitlity coy compmplalainintsts d.

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1. A change in positioning

1. A change in positioning may cause _______________ in price.may cause _______________ in price. a. An upward change

a. An upward change b. A downward change b. A downward change

2. ______________ occurs by maintaining the brand contract while undergoing innovations 2. ______________ occurs by maintaining the brand contract while undergoing innovations

and modifications to stay current. and modifications to stay current.

a. Sustainability a. Sustainability b. Fit b. Fit c. Uniqueness c. Uniqueness d. Credibility d. Credibility

3. When we keep the same brand name of new offerings so that customers may develop an 3. When we keep the same brand name of new offerings so that customers may develop an

immediate familiarity, the resultant phenomenon is

immediate familiarity, the resultant phenomenon is known as:known as: a. Leveraging a. Leveraging b. Extension b. Extension c. Diversification c. Diversification d. Stretching d. Stretching 4.

4. IntIntrodroductuction ion of of anoanothether r strstrengength th of of a a medmediciicine ne by by a a phpharmarmaceaceutiutical cal comcompanpany y is is anan example of: example of: a. Brand extension a. Brand extension b. Line extension b. Line extension c. Brand diversification c. Brand diversification d. All of the given options d. All of the given options 5. Brands are diversified

5. Brands are diversified because:because:

a. It is essential for brand survival a. It is essential for brand survival

b. Some brands have such a high awareness that those are perceived by customers to b. Some brands have such a high awareness that those are perceived by customers to

be in categories where they are not present. be in categories where they are not present. c. Cost-cutting is possible by

c. Cost-cutting is possible by advertising products with the same brand nameadvertising products with the same brand name d. All of the given options

d. All of the given options

6. The __________ relates to extra benefits that

6. The __________ relates to extra benefits that a brand offers to its a brand offers to its customers.customers. a. Entire positioning a. Entire positioning b. Point of difference b. Point of difference c. Definition of business c. Definition of business d. Innovation d. Innovation

7. Benefits of having different brands include all of the following except: 7. Benefits of having different brands include all of the following except:

a. Quickly respond to retailers’ need a. Quickly respond to retailers’ need b. Effectively compete in market b. Effectively compete in market c. Save the actual

c. Save the actual brand imagebrand image d. Fill all the gaps in

d. Fill all the gaps in marketmarket

8. When the same brand name holds several products in different markets, it is known as the 8. When the same brand name holds several products in different markets, it is known as the

a. Umbrella brand a. Umbrella brand b. Source brand b. Source brand c. Multi-brand c. Multi-brand d. Range brand d. Range brand

9. Factors affecting the choice of

9. Factors affecting the choice of distribution channel include:distribution channel include: a. Customer value

a. Customer value b. Sales revenues b. Sales revenues

10. ___________ provides a good quality of service because of a direct interface with the 10. ___________ provides a good quality of service because of a direct interface with the

customers, but it is expensive. customers, but it is expensive.

a. Direct sales a. Direct sales b. Telemarketing b. Telemarketing c. E-marketing c. E-marketing

d. All of the given options d. All of the given options

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1. In a specific strategic market plan, a profit centre that is self-supporting in terms of sales, 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: markets, production, and other resources is known as:

a. Profit unit. a. Profit unit.

b. Strategic business unit b. Strategic business unit c. Marketing unit

c. Marketing unit

d. Small business unit d. Small business unit 2. Clarity about dimensions of

2. Clarity about dimensions of brands means the clarity in:brands means the clarity in: a. The functions of brand

a. The functions of brand

b. The aspects of differentiation b. The aspects of differentiation c. Both of the given options c. Both of the given options d. None of the given options d. None of the given options

3. The drivers of change include all of the following except: 3. The drivers of change include all of the following except:

a. Downfall in industry a. Downfall in industry b. Consumer behavior b. Consumer behavior c. Market analysis c. Market analysis

d. An investment by a foreign firm in local market 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 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 marketing mix to gain long-run competitive advantages. Based on this example, Shan Foods is creating a: Foods is creating a: a. Corporate strategy a. Corporate strategy b. Target design b. Target design c. Mix strategy c. Mix strategy d. Marketing strategy d. Marketing strategy 5. Which of the following is not a

5. Which of the following is not a reason of “selling a service is difficult”?reason of “selling a service is difficult”? a. Competitors can copy services very easily

a. Competitors can copy services very easily b. It is

b. It is hard to summarize and communicate serviceshard to summarize and communicate services c. Standardization among services is difficult

c. Standardization among services is difficult d. Customer can never be satisfied with

d. Customer can never be satisfied with a servicea service 6. Often, the direct

6. Often, the direct consumers of a nonprofit organization are its:consumers of a nonprofit organization are its: a. Consumer public a. Consumer public b. Member public b. Member public c. Client public c. Client public d. Nonbusiness public d. Nonbusiness public

7. A __________ organization is customer-centric, and all the decisions it makes are based 7. A __________ organization is customer-centric, and all the decisions it makes are based

on involvement of all

on involvement of all in the organization.in the organization. a. Brand based a. Brand based b. Consumer based b. Consumer based c. Marketing c. Marketing d. Competition based d. Competition based

8. Measuring your brand’s performance means you 8. Measuring your brand’s performance means you are:are:

a. Managing your brand right a. Managing your brand right b. Measuring your strategies b. Measuring your strategies

c. Maintaining your brand position c. Maintaining your brand position d. Maintaining your brand picture d. Maintaining your brand picture 9. Critical success factors for a

9. Critical success factors for a firm include:firm include: a. Changing lifestyles and attitudes a. Changing lifestyles and attitudes b. Low-cost production efficiency b. Low-cost production efficiency c. Both of the given options

c. Both of the given options d. None of the given options d. None of the given options

10. PIA runs a series of television commercials that show its staff going out of their way to 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: help customers. An important secondary audience for these ads is:

a. The civil aviation authority a. The civil aviation authority b. Competitors

b. Competitors c. PIA employees c. PIA employees d. All air travelers d. All air travelers

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1. Which one of the following form of asset the

1. Which one of the following form of asset the brand has _________brand has __________?_? a) Tangible assets a) Tangible assets b) Intangible assets b) Intangible assets c) Current assets c) Current assets d) Fixed assets d) Fixed assets

2. The functional risk of

2. The functional risk of brand is related to __________.brand is related to __________. a) Price a) Price b) Performance b) Performance c) Social image c) Social image d) Our self concept d) Our self concept 3. With the effort of team

3. With the effort of team of professionals in a company, produce end prodof professionals in a company, produce end product which isuct which is related to the ____. related to the ____. a) Brand creation a) Brand creation b) Idea creation b) Idea creation c) Brand

c) Brand managemenmanagementt d) Marketing

d) Marketing managemenmanagementt

4. A differentiated product may be unique in the marketplace, but it will only be successful 4. A differentiated product may be unique in the marketplace, but it will only be successful under which of the following

under which of the following circumstances?circumstances? a) If it satisfies customers' needs

a) If it satisfies customers' needs b) If the price differential is

b) If the price differential is minimalminimal

c) If the brand can be classed as aspirational c) If the brand can be classed as aspirational d) Differentiated products will

d) Differentiated products will always be successfulalways be successful

5. Choosing a suitable international brand name is an important, but often difficult, part of 5. Choosing a suitable international brand name is an important, but often difficult, part of

the process that creates a strong and

the process that creates a strong and distinctive brand. Which of the distinctive brand. Which of the followingfollowing statements about choosing a name for a new soft drink is UNTRUE?

statements about choosing a name for a new soft drink is UNTRUE? a) The name should be memorable and easy to

a) The name should be memorable and easy to pronouncepronounce b) The name must be checked by experts

b) The name must be checked by experts to ensure it doesn't ito ensure it doesn't infringe on another company'snfringe on another company's brand name

brand name

c) The name should have positive associations with the

c) The name should have positive associations with the benefits and features of the benefits and features of the productproduct d) The brand name must be

d) The brand name must be modern and contemporarymodern and contemporary 6. Which of the following is the indicator of brand strength? 6. Which of the following is the indicator of brand strength?

a) Brand reputation a) Brand reputation b) Patents and rights b) Patents and rights

c) Perceived brand values c) Perceived brand values d) Growth rate

d) Growth rate 7. There are lot of

7. There are lot of customers have the knowledge of brand. They are inclined tcustomers have the knowledge of brand. They are inclined t o be boundo be bound into a contract. A

into a contract. A customer bound by a contract is known customer bound by a contract is known as __________.as __________. a) Loyal customer a) Loyal customer b) Difficult customer b) Difficult customer c) Potential customer c) Potential customer d) Finicky customer d) Finicky customer

8. Which one of the following is the best example of implicit

8. Which one of the following is the best example of implicit promise?promise? a) Personal computer a) Personal computer b) Furniture b) Furniture c) Green tea c) Green tea d) Crockery d) Crockery

9. “Developing budgets and steering resources into strategy are critical areas of

9. “Developing budgets and steering resources into strategy are critical areas of success,”success,” Correlates which of the following

Correlates which of the following strategy.strategy. a) Crafting strategy a) Crafting strategy b) Implementing strategy b) Implementing strategy c) Evaluating strategy c) Evaluating strategy d) Performing strategy d) Performing strategy

10. The process of establishing and maintaining a distinctive place in the market for an 10. The process of establishing and maintaining a distinctive place in the market for an

organization or its specific product offers is

organization or its specific product offers is known as __________.known as __________. a)

a) Profiling Profiling b) b) Profiling Profiling SegmentationSegmentation c) Segmentation

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Q.1 _____is ether the head of

Q.1 _____is ether the head of marketing department or a major brand and is marketing department or a major brand and is responsible for responsible for the brand strategy and its implementation,

the brand strategy and its implementation, important for completeimportant for complete performance of the brand.

performance of the brand. a) Chief Branding Officer a) Chief Branding Officer b) Chief Executive officer b) Chief Executive officer c) President of company c) President of company d) Director of Company d) Director of Company

Q.2 __________ shows how consistent customers are in buying your brand, how long Q.2 __________ shows how consistent customers are in buying your brand, how long theythey have been buying and how long they m

have been buying and how long they may buy?ay buy? a) Customer loyalty a) Customer loyalty b) Brand loyalty b) Brand loyalty c) Product loyalty c) Product loyalty d) Company loyalty d) Company loyalty

Q.3 The brand stature construct is equivalent to: Q.3 The brand stature construct is equivalent to: a) Esteem multiplied by

a) Esteem multiplied by knowledgeknowledge b) Differentiation multiplied by knowledge b) Differentiation multiplied by knowledge c) Knowledge multiplied by relevance c) Knowledge multiplied by relevance d) Esteem multiplied by differentiation d) Esteem multiplied by differentiation

Q.4 This pricing model offers opportunity to set different levels of pricing for different needs Q.4 This pricing model offers opportunity to set different levels of pricing for different needs is known as is known as __________.__________. a) Segment pricing a) Segment pricing b) Skim pricing b) Skim pricing c) Value-in-use pricing c) Value-in-use pricing d) Strategic account pricing d) Strategic account pricing Q.5 If a

Q.5 If a company introducing a new brand under the source brand or endorsing brandcompany 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 __. strategy to gain the benefits of brand power, you again are in a position to charge a __. a) Premium price

a) Premium price b) Skimming price b) Skimming price c) Market based price c) Market based price d) Retail price

d) Retail price

Q.6 ___ is a mode of direct marketing owes to well structured communications in the form of Q.6 ___ is a mode of direct marketing owes to well structured communications in the form of catalogs.

catalogs.

a) Telemarketing

a) Telemarketing b) Sales promotionb) Sales promotion c

c) ) AAddvveerrttiissiinngg dd) ) PPuubblliicciittyy Q.7 Advertising is part of

Q.7 Advertising is part of sales promotion by creating awareness and comprehension thatsales promotion by creating awareness and comprehension that form a level of form a level of __________.__________. a) Customer pull a) Customer pull b) Customer push b) Customer push c) Customer loyal c) Customer loyal d) Customer image d) Customer image Q.8 _____ of ad means

Q.8 _____ of ad means how many times you should expose your target how many times you should expose your target customers to your customers to your message.

message. a) Frequency

a) Frequency b) Copyb) Copy c

c) C) Cooppy y ssttrraatteeggyy dd) M) Meeddiiaa

Q.9 What purpose does an advertising copy serves? Q.9 What purpose does an advertising copy serves? a) Provides a degree of continuity in a brand’s advertising a) Provides a degree of continuity in a brand’s advertising b) Help a brand

b) Help a brand achieve distinctivenessachieve distinctiveness

c) Provides a common benchmark on which all concerned in

c) Provides a common benchmark on which all concerned in the company and the agency canthe company and the agency can evaluate the merits of advertising submissions

evaluate the merits of advertising submissions d) All of the given options

d) All of the given options Q.10 The image of brand is

Q.10 The image of brand is the __________ with customer.the __________ with customer. a) Actual association a) Actual association b) Vision b) Vision c) Positioning c) Positioning d) Personality traits d) Personality traits

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Q.1 A brand based organization provides which of t

Q.1 A brand based organization provides which of the following benefits?he following benefits? a

a) ) CCllaarriitty y oof f rroollee bb) ) CCoommmmiittmmeennt t tto o bbrraannd d ggrroowwtthh c) A collective responsibility

c) A collective responsibility d) All of the given optionsd) All of the given options

Q.2 _____ lets you to have your loyal customer’s lifetime worth in terms of your brand’s Q.2 _____ lets you to have your loyal customer’s lifetime worth in terms of your brand’s purchasing.

purchasing.

a) Lifetime value of a customer

a) Lifetime value of a customer b) Lifetime value of a brandb) Lifetime value of a brand c

c) ) LLiiffeettiimme e vvaalluue e oof f a a ccoommppaannyy dd) ) LLiiffeettiimme e vvaalluue e oof f a a mmaarrkkeett Q.3 __________ lets you to have a

Q.3 __________ lets you to have a clear picture of the number of clear picture of the number of customers or usage of your customers or usage of your brand in comparison with competition.

brand in comparison with competition. a) Market share

a) Market share b) Brand shareb) Brand share c

c) ) PPrroodduucct t sshhaarree d) d) CCuussttoommeer r sshhaarree

Q.4 ___________ works best under the circumstances of high differentiation that

Q.4 ___________ works best under the circumstances of high differentiation that gives you agives you a sustainable advantage in a quality conscious market.

sustainable advantage in a quality conscious market. a) Value-in-use Pricing:

a) Value-in-use Pricing: b) Skim Pricingb) Skim Pricing c

c) ) SSeeggmmeennt t pprriicciinngg dd) ) SSttrraatteeggiic c aaccccoouunnt t pprriicciinngg

Q.5 Which of the following strategy give the benefit of premium pricing? Q.5 Which of the following strategy give the benefit of premium pricing? a) Umbrella strategy

a) Umbrella strategy b) Line brand strategyb) Line brand strategy c) Product brand strategy

c) Product brand strategy

d) Branding strategy d) Branding strategy

Q.6 Delivery services offered by restaurants and other food chains in

Q.6 Delivery services offered by restaurants and other food chains in our market on phoneour market on phone calls are examples of:

calls are examples of: a) Sales promotion

a) Sales promotion b) Direct marketingb) Direct marketing c

c) ) PPuubblliicciittyy dd) ) PPeerrssoonnaal l sseelllliinngg

Q.7 Duration of __________ should be short and

Q.7 Duration of __________ should be short and should not be repeated too often.should not be repeated too often. a) Sales promos

a) Sales promos b) Market promosb) Market promos c

c) ) BBrraannd d pprroommooss d) d) PPrroodduucct t pprroommooss Q.8 An effective advertising campaign: Q.8 An effective advertising campaign: a)

a) ReRevovolvlves es ararouound nd a sa strtronong sg sininglgle ie idedeaa b) Shb) Shouould ld apappepeal al to to seself lf inintetererest st of of cucuststomomer er c) Must not wander off

c) Must not wander off d) All of the given optionsd) All of the given options Q.9 The term “story board” is specifically

Q.9 The term “story board” is specifically related to:related to: a) TV commercial

a) TV commercial b) Newspaper Editorialb) Newspaper Editorial c

c) ) MMaaggaazziinne e aadd dd) ) PPrreesss s rreelleeaassee

Q.10 __________ evokes a hierarchical set of customer response effects – i.e.

Q.10 __________ evokes a hierarchical set of customer response effects – i.e. buildingbuilding awareness, comprehensio

awareness, comprehension, intentions, n, intentions, and actions.and actions. a) Distribution

a) Distribution b) Communicationb) Communication c

c) ) MMeerrcchhaannddiizziinngg dd) ) BBrraannddiinngg

Q.11 To keep your brand into recognition, it is important to __ according to an effective Q.11 To keep your brand into recognition, it is important to __ according to an effective through plan.

through plan. a) Advertise

a) Advertise b) Positionb) Position c

c) ) PPllaaccee dd) ) MMaarrkkeett

Q.12 In__________, internal workshop consisting of important aspects of ‘detailed strategic Q.12 In__________, internal workshop consisting of important aspects of ‘detailed strategic definition’ and ‘objectives of the

definition’ and ‘objectives of the brand’ is arranged.brand’ is arranged. a) Brand chartering

a) Brand chartering b) Brand planningb) Brand planning c

c) ) BBrraannd d eexxtteennssiioonn dd) ) BBrraannd d eeqquuiittyy

Q.13 Apart from the ‘four Ps’ of marketing mix, the three additional elements of service Q.13 Apart from the ‘four Ps’ of marketing mix, the three additional elements of service brands are people,

brands are people, process, and__________.process, and__________. a) Physical evidence

a) Physical evidence b) Physiological evidenceb) Physiological evidence c

c) ) PPssyycchhoollooggiiccaal l eevviiddeennccee dd) ) PPaacckkaaggiinngg

Q.14 A __________ organization is customer-centric, and all the decisions it

Q.14 A __________ organization is customer-centric, and all the decisions it makes aremakes are based on involvement of all

based on involvement of all in the organization.in the organization. a) Brand-based

a) Brand-based b) Customer-basedb) Customer-based c

c) ) PPrroodduucctt--bbaasseedd dd) ) NNoonne e oof f tthhe e ggiivveen n ooppttiioonnss Q.15 According to researches, the highest brand loyalty

Q.15 According to researches, the highest brand loyalty of customers is among:of customers is among: a) Coffee a) Coffee b) Shampoo b) Shampoo c) Cigarette c) Cigarette

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d) Tea d) Tea

1. A personal computer with f

1. A personal computer with features relating processor’s specifications, the size of the eatures relating processor’s specifications, the size of the hardhard disk and capacity of RAM is an example of:

disk and capacity of RAM is an example of: A.

A. ExExplplicicit prit promomisisee

B.

B. ImImplplicicit pit proromimisese C.

C. PoPosisititive prve promomisisee D.

D. NeNegagatitive prove promimisese

2. All of the following statements would be considered to be TRUE regarding company 2. All of the following statements would be considered to be TRUE regarding company vision statements EXCEPT:

vision statements EXCEPT: A.

A. Vision statements Vision statements are neveare never preser presented with nted with an organan organization's missioization's mission statementn statement

B.

B. Vision stVision statematements are ofteents are often combin combined with the misned with the mission statsion statemenementt C.

C. Vision statemVision statements are ents are often desoften designed to igned to be membe memorable, one-line orable, one-line statementsstatements D.

D. Vision stVision statematements refleents reflect an organict an organizationzation's strate's strategic intengic intentt 3. Market is divided into

3. Market is divided into groups on the basis of age, family groups on the basis of age, family size, gender, income, occupation,size, gender, income, occupation, education, religion, race, generation, nationality, or social class is the best description of education, religion, race, generation, nationality, or social class is the best description of which of the following?

which of the following? A.

A. DeDemomogrgrapaphihicscs

B.

B. PsPsycychohogrgrapaphihicscs C.

C. BeBehahaviviororalal D.

D. GeGeogograraphphicic

4. Building the brand vision is very serious matter and cannot be decided by just one 4. Building the brand vision is very serious matter and cannot be decided by just one manager because of the issue of:

manager because of the issue of: A.

A. _M_Ma_arrk_ke_ettiin_ng_g _B_{B.. Finance}_Finance B.

B. _P_Prro_od_du_uc_cttiio_on_n _D_D._{. P}_Prro_om_mo_ottiio_on_n

5. Which of the following is considered the first step of the strategic brand management 5. Which of the following is considered the first step of the strategic brand management process?

process? A.

A. BuiBuildilding ng brabrand nd mismissiosionn B.

B. BuiBuildilding bng branrand vid visiosionn

C.

C. BuiBuildilding brng brand oand objebjectictivesves D.

D. BuiBuildilding bng branrand pd pictictureure

6. Which of the following author states that benefits are weak unless they relate to the 6. Which of the following author states that benefits are weak unless they relate to the customers’ central values and beliefs?

customers’ central values and beliefs? A.

A. JeJeanan-N-Noeoel l KaKapfpfererer er B.

B. ScScot ot M. M. DaDaviviss

C.

C. PhPhililip ip KoKotltler er D.

D. GeGeofoffrefrey Rany Randadallll

7. What approach should a brand manager adopt to know the status of a brand stands in 7. What approach should a brand manager adopt to know the status of a brand stands in terms of consumer perceptions?

terms of consumer perceptions? A.

A. _C_C_o_o_m_m_p_p_a_a_r_r_e_e_t_t_w_w_o_o_o_o_r_r_t_t_h_h_r_r_e_e_e_e_b_b_r_r_a_a_n_n_d_d_s_s _B_B_._. _{Analyze the market segmentations}_{Analyze the market segmentations} B.

B. _Se_Sele_lect_{ct th}_{the p}_{e pot}_oten_enti_tial_{al ta}_targ_rget_{et m}_mar_arke_kets_ts _C._{C. Un}_Unde_ders_rsta_tand_ndin_{ing c}_{g cus}_usto_tome_mer’_{r’s n}_{s nee}_eeds_ds 8.

8. WhWhilile e dedetetermrmininining g lelevevels ls of of prprefefererenenceces s of of coconsnsumumerers s in in rerelalatition on to to ththe e crcriteiteririonon,, researchers come to know that mostly consumers give priority to

researchers come to know that mostly consumers give priority to the brand due to it’s:the brand due to it’s: A.

A. _{Customer service}_{Customer service} B.

B. ConConsissistentent perft perforormanmancece

C.

C. PricPrice vale value reue relatlationionshishipp D.

D. AcAccecessssibibililityity

9. A sound mission and value statement must have all the attributes EXCEPT: 9. A sound mission and value statement must have all the attributes EXCEPT:

A.

A. MeMemmoorarablblee B.

B. PrPragagmmaatiticc C.

C. LeLengngththyy

D.

D. InInspspiririningg

10. Brand picture is based on

10. Brand picture is based on which one of the following?which one of the following? A.

A. BrBranand d vavaluluee B.

B. BrBranand mid missssioionn C.

C. BrBranand vid vissioionn D.

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1. The unique selling proposition (USP)

1. The unique selling proposition (USP) was started in:was started in: A.

A. _{Advertising era}_{Advertising era} B.

B. _{Image era}_{Image era} C.

C. _{Product era}_{Product era} D.

D. The The pospositiitionioning ng eraera

2. An apparel marketer is planning to launch an existing brand name into a new product 2. An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?

category. Which brand development strategy is being implemented? A.

A. LiLine ne exextetensnsioionn B.

B. MuMultltibibrarandnd C.

C. BrBranand extd extenensisionon

D.

D. ReRebrbranandidingng

3. Which of the following is one of the marketer’s major positioning tools, which has a direct 3. Which of the following is one of the marketer’s major positioning tools, which has a direct impact on product or service performance; thus, it is closely linked to customer value and impact on product or service performance; thus, it is closely linked to customer value and satisfaction.

satisfaction. A.

A. SoSocicial mal mararkeketintingg B.

B. PrPrododucuct qut qualalitityy

C.

C. SpeSpeciacialty lty mamarkerketintingg D.

D. PosPositioition n mamarkerketintingg

4. Opportunities for growth and expansion are identified

4. Opportunities for growth and expansion are identified by finding:by finding: A.

A. CustoCustomers’ mers’ beliebeliefs abfs about thout the sege segmentment

B.

B. CustoCustomers mers beliebelieve abve about oout our comur competitpetitorsors C.

C. CustoCustomer’s mer’s perceperceptionptions abos about the but the brandrand D.

D. CustoCustomer’s mer’s resporesponse anse about thbout the prode productsucts 5. According to Scot Davis,

5. According to Scot Davis, how many years are required to change the brand positioning?how many years are required to change the brand positioning? A.

A. TwTwo to to fo fivive ye yeaearsrs B.

B. ThThree ree to sto six ix yeyeararss C.

C. TwTwo to to so six ix yeyeararss D.

D. ThrThree ee to fto five ive yeayearsrs

6. Which of the following is basically getting into different versions of the same

6. Which of the following is basically getting into different versions of the same base productbase product on the same market?

on the same market? A.

A. PrPrododucuct ext extetensnsioionn B.

B. BraBrand nd divdiversersificificatiationon C.

C. MaMarkrket exet extetensnsioionn D.

D. LiLine ne exextetensnsioionn

7. Which of the following is a “concise statement that summarizes brand’s commitment or 7. Which of the following is a “concise statement that summarizes brand’s commitment or promise to target consumers and actively communicates the advantage over competing promise to target consumers and actively communicates the advantage over competing brands”?

brands”? A.

A. _V_Viis_siio_on_{n s}_stta_atte_em_me_en_ntt _B._B_{. M}_Miis_ss_siio_on_{n s}_stta_atte_em_me_en_ntt B.

B. _P_P_o_o_s_s_i_i_t_t_i_i_o_o_n_n_i_i_n_n_{g st}_{g st}_a_a_t_t_e_e_m_m_e_e_n_n_t_t _D_D_._._{Value statement}_{Value statement}

8. Whichever positioning you may like to choose, it has to stem from which one of the 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?

following point of view so that they can own it? A.

A. CuCuststomomererss

B.

B. CoCommpepetititotorsrs C.

C. GeGeneneraral Manl Managagererss D.

D. BrBranand owd ownenersrs 9. Which one of

9. Which one of the following is NOT the following is NOT considered as competitive differentiation?considered as competitive differentiation? A

A.. PPrroodduucctt B

B.. SSaalleess C.

C. _S_Se_errv_viic_ce_e _D_D._{. IIm}_ma_ag_ge_e 10. Marketers need to position

10. Marketers need to position their brands clearly in target their brands clearly in target customers’ minds. The strongestcustomers’ minds. The strongest brands go beyond attributes or benefit positioning. They are positioned on the basis of brands go beyond attributes or benefit positioning. They are positioned on the basis of which of the following?

which of the following? A.

A. DeDesisirarablble bee benenefifitt B.

B. GoGood od papackckagaginingg C.

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D.

D. SerServicvice inse insepaeparabrabiliilityty

Question # 1 of 20 ( Start time: 07:29:26 PM ) Total

Question # 1 of 20 ( Start time: 07:29:26 PM ) Total Marks: 1Marks: 1

The business growth that takes place because of the internal working of the

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

organization is known as which of the following? Acquisition Acquisition Organic growth Organic growth Rapid growth Rapid growth Licensing Licensing

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

Question # 3 of 20 ( Start time: 07:32:57 PM ) Total Marks: 1Marks: 1 A strong brand refers to which one of the

A strong brand refers to which one of the following?following? Offers greater potential to charge a premium price Offers greater potential to charge a premium price Helps to recover development and launch costs

Helps to recover development and launch costs Provides large base of loyal customers

Provides large base of loyal customers All of the given options

All of the given options

A fashion clothing company getting into perfumes refers to the example of: A fashion clothing company getting into perfumes refers to the example of: Perceived difficulty of manufacture

Perceived difficulty of manufacture Know-how transferability

Know-how transferability Complementarity

Complementarity

Awareness and reputation of the parent Awareness and reputation of the parent

Which of the following brand strategy which gives you the benefit of premium pricing? Which of the following brand strategy which gives you the benefit of premium pricing? Umbrella brand strategy

Umbrella brand strategy Line brand strategy

Line brand strategy Product brand strategy Product brand strategy Family brand strategy Family brand strategy

If a company's customers are concentrated in a small geographic area and the company sells technical If a company's customers are concentrated in a small geographic area and the company sells technical products, which promotion method will it

products, which promotion method will it most likely use?most likely use? Question # 7 of 20 ( Start time: 07:38:50 PM ) Total Marks: 1 Question # 7 of 20 ( Start time: 07:38:50 PM ) Total Marks: 1 Which of the following is a set

Which of the following is a set of promises that the brand makes to customers?of promises that the brand makes to customers? Brand contract Brand contract Brand association Brand association Brand persona Brand persona Brand equity Brand equity

When brand management becomes the heart of marketing then which one becomes the heart of When brand management becomes the heart of marketing then which one becomes the heart of brand management. brand management. Owner’s equity Owner’s equity Brand equity Brand equity

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Brand assets Brand assets Brand value Brand value

Question # 10 of 20 ( Start time: 07:41:55 PM ) Total Marks: Question # 10 of 20 ( Start time: 07:41:55 PM ) Total Marks: 11 To be successful, the company must have all its

To be successful, the company must have all its __________ at work to deliver superior value.__________ at work to deliver superior value. Resources Resources Brands Brands Employees Employees Communication Communication

Question # 11 of 20 ( Start time: 07:43:10 PM ) Total Marks: Question # 11 of 20 ( Start time: 07:43:10 PM ) Total Marks: 11

Which of the following is created by management for the consumer and for the

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

When two brands join hands to create one brand by using the strong expressions of both, this When two brands join hands to create one brand by using the strong expressions of both, this isis known as: known as: Bundling Bundling Branding Branding Brand management Brand management Brand equity Brand equity

Building the brand vision is very serious matter and cannot be decided by just one

Building the brand vision is very serious matter and cannot be decided by just one manager becausemanager because of the issue of:

of the issue of: Finance Finance Marketing Marketing Production Production Promotion Promotion

Question # 14 of 20 ( Start time: 07:46:17 PM ) Total Marks: Question # 14 of 20 ( Start time: 07:46:17 PM ) Total Marks: 11 CRE stands for what?

CRE stands for what? Customer response effect Customer response effect Customer relationship effect Customer relationship effect Customer responsibility effect Customer responsibility effect Customer resource effect Customer resource effect

Question # 15 of 20 ( Start time: 07:47:38 PM ) Total Marks: Question # 15 of 20 ( Start time: 07:47:38 PM ) Total Marks: 11 “Intel inside” is a classic example of

“Intel inside” is a classic example of which one of the following?which one of the following? Bundling Bundling Ingredient co-branding Ingredient co-branding Joint venture Joint venture Effective packaging Effective packaging

Question # 16 of 20 ( Start time: 07:48:49 PM ) Total Marks: Question # 16 of 20 ( Start time: 07:48:49 PM ) Total Marks: 11 The prices of

The prices of luxury product fall under:luxury product fall under: Plus-one pricing

Plus-one pricing Skim pricing Skim pricing

Strategic account pricing Strategic account pricing

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Segment pricing Segment pricing

Question # 20 of 20 ( Start time: 09:04:11 PM ) Total Marks: Question # 20 of 20 ( Start time: 09:04:11 PM ) Total Marks: 11 Introducing addition

Introducing additional items in al items in the same product category by the same product category by adding new flavors, forms, colors,adding new flavors, forms, colors, ingredients or package sizes, under the same brand name, is known as:

ingredients or package sizes, under the same brand name, is known as: Line extensions Line extensions Product mix Product mix Interactive marketing Interactive marketing Service intangibility Service intangibility

Question # 1 of 20 ( Start time: 07:29:26 PM ) Total Marks: 1 Question # 1 of 20 ( Start time: 07:29:26 PM ) Total Marks: 1 The business growth that takes

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

within an organization is known as which of the following? Acquisition Acquisition Organic growth Organic growth Rapid growth Rapid growth Licensing Licensing

Question # 2 of 20 ( Start time: 07:30:59 PM ) Total Marks: 1 Question # 2 of 20 ( Start time: 07:30:59 PM ) Total Marks: 1

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

Question # 3 of 20 ( Start time: 07:32:57 PM ) Total Marks: 1 Question # 3 of 20 ( Start time: 07:32:57 PM ) Total Marks: 1 A strong brand refers to which one of the following?

A strong brand refers to which one of the following? Offers greater potential to charge a premium price Offers greater potential to charge a premium price Helps to recover development and launch costs

Helps to recover development and launch costs Provides large base of loyal customers

Provides large base of loyal customers All of the given options

All of the given options

Question # 4 of 20 ( Start time: 07:34:08 PM ) Total Marks: 1 Question # 4 of 20 ( Start time: 07:34:08 PM ) Total Marks: 1 A fashion clothing company getting into

A fashion clothing company getting into perfumes refers to the example of:perfumes refers to the example of: Perceived difficulty of manufacture

Perceived difficulty of manufacture Know-how transferability

Know-how transferability Complementarity

Complementarity

Awareness and reputation of the parent Awareness and reputation of the parent

Question # 5 of 20 ( Start time: 07:35:40 PM ) Total Marks: 1 Question # 5 of 20 ( Start time: 07:35:40 PM ) Total Marks: 1 Which of the following brand st

Which of the following brand strategy which gives you the rategy which gives you the benefit of premium pricing?benefit of premium pricing? Umbrella brand strategy

Umbrella brand strategy Line brand strategy

Line brand strategy Product brand strategy Product brand strategy Family brand strategy Family brand strategy

Question # 6 of 20 ( Start time: 07:37:08 PM ) Total Marks: 1 Question # 6 of 20 ( Start time: 07:37:08 PM ) Total Marks: 1 If a company's customers are concentrated in a

If a company's customers are concentrated in a small geographic area and the company sellssmall geographic area and the company sells technical products, which promotion method will it

technical products, which promotion method will it most likely use?most likely use?

Personal selling Personal selling

Question # 7 of 20 ( Start time: 07:38:50 PM ) Total Marks: 1 Question # 7 of 20 ( Start time: 07:38:50 PM ) Total Marks: 1 Which of the following is a set of promises that the brand

Which of the following is a set of promises that the brand makes to customers?makes to customers? Brand contract Brand contract Brand association Brand association Brand persona Brand persona

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Brand equity Brand equity

When brand management becomes the heart of marketing then which one

When brand management becomes the heart of marketing then which one becomes the heartbecomes the heart of

of brand management.brand management. Owner’s equity Owner’s equity Brand equity Brand equity Brand assets Brand assets Brand value Brand value

Question # 10 of 20 ( Start time: 07:41:55 PM ) Total Marks: 1 Question # 10 of 20 ( Start time: 07:41:55 PM ) Total Marks: 1 To be successful, the company must

To be successful, the company must have all its have all its _________________ at work to ___ at work to deliver superiordeliver superior value. value. Resources Resources Brands Brands Employees Employees Communication Communication

Question # 11 of 20 ( Start time: 07:43:10 PM ) Total Marks: 1 Question # 11 of 20 ( Start time: 07:43:10 PM ) Total Marks: 1 Which of the following is

Which of the following is created by management for the consumer and for the companycreated by management for the consumer and for the company through good brands:

through good brands: Value Value Price Price Cost Cost Rate Rate

When two brands join hands to create one brand by using the strong expressions of both, When two brands join hands to create one brand by using the strong expressions of both, thisthis is known as: is known as: Bundling Bundling Branding Branding Brand management Brand management Brand equity Brand equity

Building the brand vision is very serious matter and cannot be decided by just one manager Building the brand vision is very serious matter and cannot be decided by just one manager because of the issue of:

because of the issue of: Finance Finance Marketing Marketing Production Production Promotion Promotion

Question # 14 of 20 ( Start time: 07:46:17 PM ) Total Marks: 1 Question # 14 of 20 ( Start time: 07:46:17 PM ) Total Marks: 1 CRE stands for what?

CRE stands for what?

Customer response effect Customer response effect Customer relationship effect Customer relationship effect Customer responsibility effect Customer responsibility effect Customer resource effect Customer resource effect

Question # 15 of 20 ( Start time: 07:47:38 PM ) Total Marks: 1 Question # 15 of 20 ( Start time: 07:47:38 PM ) Total Marks: 1 “Intel inside” is a

“Intel inside” is a classic example of which one of classic example of which one of the following?the following? Bundling Bundling Ingredient co-branding Ingredient co-branding Joint venture Joint venture Effective packaging Effective packaging

Question # 16 of 20 ( Start time: 07:48:49 PM ) Total Marks: 1 Question # 16 of 20 ( Start time: 07:48:49 PM ) Total Marks: 1 The prices of luxury

The prices of luxury product fall under:product fall under: Plus-one pricing

Plus-one pricing Skim pricing Skim pricing

Strategic account pricing Strategic account pricing Segment pricing

Segment pricing

Question # 20 of 20 ( Start time: 09:04:11 PM ) Total Marks: 1 Question # 20 of 20 ( Start time: 09:04:11 PM ) Total Marks: 1 Introducing additional items in the

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colors, ingredients or package sizes, under the same brand name, is known as: colors, ingredients or package sizes, under the same brand name, is known as: Line extensions Line extensions Product mix Product mix Interactive marketing Interactive marketing Service intangibility Service intangibility

Advertising is a major promotion mix ingredient that is a: Advertising is a major promotion mix ingredient that is a: Paid form of personal communication

Paid form of personal communication

Paid form of non personal communication Paid form of non personal communication Non paid form of personal communication Non paid form of personal communication Non paid form of non

Non paid form of non personal communicationpersonal communication

Which of the following statements about Place/Distribution decisions is

Which of the following statements about Place/Distribution decisions is CORRECT?CORRECT? Product classes are not related

Product classes are not related to Place objectivesto Place objectives

The product life cycle is 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 Place decisions are short-term decisions that are easy to change Different market segments may require

Different market segments may require separate Place arrangements.separate Place arrangements.

Which one of the following is indicator of a company’s desire to better meet the demands of Which one of the following is indicator of a company’s desire to better meet the demands of the market, not only through

the market, not only through differentiated products but also through different brands anddifferentiated products but also through different brands and there fore different identities?

there fore different identities? Brand portfolio Brand portfolio Brand extension Brand extension Line extension Line extension Brand diversification Brand diversification

Which one of the following pricing

Which one of the following pricing model is suggested during the model is suggested during the decline stage of brand?decline stage of brand? Harvest pricing

Harvest pricing Penetration pricing Penetration pricing Cost based pricing Cost based pricing Market based pricing Market based pricing

Which one of the following brand layer is slightly wider than line brands? Which one of the following brand layer is slightly wider than line brands? Family brands Family brands Range brands Range brands Umbrella brands Umbrella brands Product brands Product brands

Based on various researches, which of

Based on various researches, which of the following is NOT the following is NOT TRUE about brand perception?TRUE about brand perception? People perceive the brand as a

People perceive the brand as a wholewhole Perception is comprehensive

Perception is comprehensive

Consumers’ perception is the reality Consumers’ perception is the reality The brand has a

The brand has a personalitypersonality

Based on various researches, which of

Based on various researches, which of the following is NOT the following is NOT TRUE about brand perception?TRUE about brand perception? People perceive the brand as a

People perceive the brand as a wholewhole Perception is comprehensive

Perception is comprehensive

Consumers’ perception is the reality Consumers’ perception is the reality The brand has a

The brand has a personalitypersonality

Whichever positioning you may like to choose, it has to stem from the point of view of

Whichever positioning you may like to choose, it has to stem from the point of view of whichwhich one of the following so that they can own it?

one of the following so that they can own it? Customers' Customers' Competitors' Competitors' General Managers' General Managers'

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Brand owners' Brand owners'

Which of the following is one of the marketer’s major positioning tools, that has a

Which of the following is one of the marketer’s major positioning tools, that has a directdirect impact on product or service performance; thus, it is closely linked to customer value and impact on product or service performance; thus, it is closely linked to customer value and satisfaction? satisfaction? Product quality Product quality Social marketing Social marketing Specialty marketing Specialty marketing Production quality Production quality

To update brand position is very necessary and there are different criteria to update it. How 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?

many criteria are adapted to judge if there is need for updating? Four Four Three Three Six Six Five Five

The distribution channel’s performance depends on all of

The distribution channel’s performance depends on all of the following EXCEPT:the following EXCEPT: Customer reach Customer reach Operating efficiency Operating efficiency Service quality Service quality Place of distribution Place of distribution

Addition of 2.25 liter bottle by Coca Cola will cause to: Addition of 2.25 liter bottle by Coca Cola will cause to: Increase customer base and usage

Increase customer base and usage Enhance customer loyalty

Enhance customer loyalty Generate more profit Generate more profit Develop brand image Develop brand image

If a company introduce same brand name for

If a company introduce same brand name for several product in different markets thenseveral product in different markets then company is applying which one of

company is applying which one of the following brand strategy?the following brand strategy? Product brand strategy

Product brand strategy Line brand strategy Line brand strategy Rand brand strategy Rand brand strategy Umbrella brand strategy Umbrella brand strategy

Communication through a news story regarding an organization and/or its

Communication through a news story regarding an organization and/or its products that isproducts that is transmitted through a mass medium at

transmitted through a mass medium at no charge is which no charge is which one of the following?one of the following? Advertising Advertising Sales promotion Sales promotion Personal selling Personal selling Publicity Publicity

Which of the following leads us to determine why customers buy what they buy? Which of the following leads us to determine why customers buy what they buy? Customer need analysis

Customer need analysis

Brand-based customer model Brand-based customer model Good brand promise

Good brand promise

Brand management process Brand management process

One member of an organization has the

One member of an organization has the ability to control resources and change behavior of ability to control resources and change behavior of the other. It is an exercise of which one of t

the other. It is an exercise of which one of the following?he following? Coercive power Coercive power Reward power Reward power Legitimate power Legitimate power

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Expert power Expert power

A personal computer with features relating to processor’s specifications, the size of the hard A personal computer with features relating to processor’s specifications, the size of the hard disk and capacity of RAM is an example of:

disk and capacity of RAM is an example of: Implicit promise Implicit promise Explicit promise Explicit promise Positive promise Positive promise Negative promise Negative promise

The more the customers are knowledgeable of a brand’s

The more the customers are knowledgeable of a brand’s promises, the more they are ipromises, the more they are inclinednclined to be bound into a: to be bound into a: Contract Contract Agreement Agreement Settlement Settlement Negotiation Negotiation

MCQ’s of BRAND MANAGEMENT MKT624

Question # 1 of 10

Question # 1 of 10 Which of the following is “a concise statWhich of the following is “a concise statement that summarizes brandement that summarizes brand’s’s commitment or promise to target consumers and actively communicates the

commitment or promise to target consumers and actively communicates the advantage over advantage over competing brands”? competing brands”? Positioning statement Positioning statement Vision statement Vision statement Mission statement Mission statement Value statement Value statement Question # 2 of 10

Question # 2 of 10 When any brand of coWhen any brand of cooking oil is launched with new formula (for mooking oil is launched with new formula (for morere safety of health), it is the example of which

safety of health), it is the example of which of the following?of the following? Extending your target market

Extending your target market

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

Question # 3 of 10 You do not give the same treatment to

Question # 3 of 10 You do not give the same treatment to a fake brand even if it carries thea fake brand even if it carries the label that may look

label that may look genuine because:genuine because: The actual brand is not there

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

The actual brand is there Actual product is there Actual product is there Question # 4 of

Question # 4 of 10 When we say that 10 When we say that brands are staying contemporary than it means:brands are staying contemporary than it means: Bringing about innovations

Bringing about innovations

Living up to consumers’ likes and expectations Living up to consumers’ likes and expectations Engaging into a brand contract

Engaging into a brand contract All of the given options

All of the given options Question # 5 of

Question # 5 of 10 Which of the 10 Which of the following has to generate revenues, profits and net following has to generate revenues, profits and net earning,earning, whether establish through organic growth or

whether establish through organic growth or acquisition.acquisition. Brand

Brand managememanagementnt Brand

(18)

Category Category Brand equity Brand equity

Question # 6 of 10 Which one of the following is

Question # 6 of 10 Which one of the following is the part of brand management process?the part of brand management process? Manage product Manage product Manage categories Manage categories Manage brand Manage brand Manage customer Manage customer

Question # 7 of 10 All of the f

Question # 7 of 10 All of the following are the primary component of positioning, EXCEPT:ollowing are the primary component of positioning, EXCEPT: Company business

Company business Target market Target market

Point of difference and key benefits Point of difference and key benefits Customer’s analysis

Customer’s analysis

Question # 8 of 10 Which of the following can be defined in

Question # 8 of 10 Which of the following can be defined in terms of needs, segmentationterms of needs, segmentation and geography? and geography? Markets Markets Production Production Promotion Promotion Management Management Question # 9 of

Question # 9 of 10 In uncover bad promise one must 10 In uncover bad promise one must convert the shortcomings into:convert the shortcomings into: Strengths Strengths Weaknesses Weaknesses Opportunities Opportunities Threats Threats Question # 1 of

Question # 1 of 10 A brand contract may also 10 A brand contract may also contain __________ but it must be contain __________ but it must be eradicatederadicated from the contract?

from the contract? Negative promises Negative promises Positive promises Positive promises Doubtful promises Doubtful promises Implicit promises Implicit promises

Question # 2 of 10 The whole exercise of creating the right picture is to create meaningful Question # 2 of 10 The whole exercise of creating the right picture is to create meaningful parallels between the brand’s identity and its:

parallels between the brand’s identity and its: Image Image Attribute Attribute Features Features Value Value

Question # 4 of 10 Which one of the following is

Question # 4 of 10 Which one of the following is NOT the basic determinant of theNOT the basic determinant of the consumer’s buying action?

consumer’s buying action? Inferiority Inferiority Affordability Affordability Quality Quality Accessibility Accessibility Question # 5 of

Question # 5 of 10 The more customers are knowledgeable of a brand’s promises, the 10 The more customers are knowledgeable of a brand’s promises, the moremore they are likely to be:

they are likely to be:

Question # 6 of 10 Which of the following is driving f

Question # 6 of 10 Which of the following is driving f orce for customers’ focal point?orce for customers’ focal point? Brand picture Brand picture Brand image Brand image Brand value Brand value Brand persona Brand persona

Question # 7 of 10 _________ is basically getting into different versions of the same base Question # 7 of 10 _________ is basically getting into different versions of the same base product on the same market.

product on the same market. Line extension