A certain bank has a credit card which is known by the name of a famous airline. This is an example of:
1.Co-branding
2.Ingredient branding
3.Sub-brand
4.Line extension
A value-based pricing strategy involves which of the following?
1.The pricing is based on amount of units that can be sold
2.Setting price based on buyers' perceptions of value rather than on seller's cost
3.The company adds up the costs of making the product and sets a price that covers the cost plus target profit
4.None of the above
A ______ good is purchased without much planning or effort while a ______ product is purchased on a regular basis by consumers.
1.Staple, impulse
2.Emergency, Staple
3.Impulse, Staple
4.Staple, Emergency
Advertising and distribution are examples of ______________ type of measure which are used for brand health check.
1.Perceptual
2.Profitability
3.Purchasing and sales
4.Marketing support
Desirability, performance and communicability are related to ______________ characteristic of a brand image.
1.Strong
2.Uniqueness
3.Favorability
4.None of these
Identify the service which has the highest credence quality:
1.Tailoring
2.Restaurant Meals
3.Haircut
4.Medical diagnosis
Identify which is an intangible component of a hair cutting salon:
1.Imported hair care products
2.Skill of the employee
3.Certificate of excellence displayed on the counter
4.None of these
If a small change in price of a product results in a large change in the demand then:
1.The demand of the product is elastic
2.The demand of the product is inelastic
3.E should be equal to 1
4.None of these
Major product variables that retailers must consider includes:
1.Services Mix
2.Product Assortment
3.Store atmosphere
4.All of these
Marketers can apply branding on:
1.A product
2.A place
3.A service
4.All of these
Restaurant chains generally try to ensure that the taste of food remains same across the restaurants. This is an example of the restaurants trying to control:
1.Perishability
2.Inseparability
3.Variability
4.Intangibility
Right branding increases _______ of the product, which should be more than that of the generic product.
1.Market Share
2.Profit
3.Sales
4.Value
The branding strategy made famous by Intel wherein it focused on creating a brand of a particular component in a computer is also termed as:
1.Ingredient branding
2.Co-branding
3.Sub-branding
4.None of these
The channel partner for an air conditioner manufacturing firm informs the firm regularly about new features customers are looking for in air conditioners. Here, the channel partner is performing the additional function of _____
1.Negotiation
2.Product assembly
3.Matching
4.Marketing research
The component of service quality which requires employees engaged in service delivery to be prompt and helpful in their work is:
1.Tangibles
2.Empathy
3.Responsiveness
4.Assurance
The first step in developing effective marketing communication is:
1.Identifying target audience
2.Set objectives
3.Design communication
4.Select channels
The fourth stage of the stage gate system for new product development is:
1.Concept development and testing
2.Prototype testing
3.Production
4.Ideation and Screening
The promotional goals a firm develops might be aimed at all of the following, EXCEPT:
1.Increasing use of product
2.Increasing awareness of the product
3.Identifying potential market of the product
4.All of these may be the aim of the company
The topmost level of the BRANDZ model is:
1.Relevance
2.Performance
3.Bonding
4.Presence
This product characteristic explains why carpet or vacuum cleaners are not needed in countries where people like to sweep and mop the floor daily.
1.Relative advantage
2.Compatibility
3.Observability
4.Complexity
Which of the following is not a desirable quality for a brand name?
1.It should be easy to pronounce, recognize, and remember.
2.The name should translate easily into foreign languages.
3.It should be distinctive
4.The brand should almost always be a long word to get attention.
Which of the following is not an advantage experienced by pioneers of new product?
1.Pioneers are able to create high brand recall
2.Pioneers take advantage of customer inertia as the customers continue to purchase the pioneer product
3.Pioneers sometime launch products before the consumers are ready to accept the product
4.Pioneers achieve economies of scale more quickly than followers
Which of the following is not true regarding marketing strategy at the growth stage of the product?
1.Enter new market segments
2.Expand distribution network
3.Add new model and flanker products
4.Exit current market
Which of the following is not true regarding target return pricing?
1.It requires reliable estimate of number of units sold
2.Profit remains unaffected if actual sale number differs from that of estimated sales
3.Total capital invested in production is required to use this method
4.This method is not suitable for totally new products
Which of the following is not true regarding the role of a brand?
1.Reduces buyers search cost
2.Reduces buyers perceived risk regarding quality and consistency
3.Enhances repeat purchase for the seller
4.Reduces price premium that is charged for the product
Which of the following is the best way to reduce interpretation gap?
1.Pretest communications to make sure message is clear
2.Educate customers to see reality of service quality delivered
3.Ensure service performance meets standards
4.Ensure communication promises are realistic
Which of the following will increase the value of index of retail saturation?
1.Decrease in number of customers in trading area
2.Decrease in average expenditure per person for the product in the trading area
3.Decrease in total selling space allocated to related products in trading area
4.None of these
Which step of the strategic brand management process is concerned with brand audits, brand tracking and brand equity management system?
1.Identify and establish brand positioning
2.Measure and integrate brand performance
3.Marketing programs for Branding plan and execution
4.None of these
While determining the types of need that can be satisfied by a new product, considerations of price sensitivity, distribution needs and service needs relate to:
1.Types of need
2.Timing of need
3.Controllable market elements
4.Trial risks
____ focusses on two way communication and involvement with consumers through personalizing messages and tracking activity of online consumers.
1.Interactive marketing
2.Content marketing
3.Location based marketing
4.None of these
_______ is an extreme form of selective distribution in which only one wholesaler, retailer or distributor is used in a specific geographical area.
1.Selective distribution
2.Exclusive distribution
3.Intensive distribution
4.Digital distribution
_______involves the activities in selling goods or services to those who buy for resale or business purposes while ______________ involves activities in selling goods or services for personal and non-business use.
1.Retailing, wholesaling
2.Distribution, wholesaling
3.Retailing, Distribution
4.Wholesaling, retailing
________ is defined as the planning, developing and presenting product lines for identified target market with regards to pricing, assortment, styling and timing while meeting the company’s financial goals.
1.Category management
2.Category management
3.Retail layout management
4.Merchandising management