MKT624 All Finalterm Papers solved
1. A personal computer with features relating processor’s 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 customer’s 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 it’s:
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. Brand value
B. Brand mission
C. Brand vision
D. 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 marketer’s 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. Customer’s perceptions about the brand
D. Customer’s 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 brand’s commitment or promise to target consumers and actively communicates the advantage over competing brands”?
A. Vision statement
B. Mission statement
C.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. Desirable benefit
B. Good packaging
C. Strong beliefs and values
D. Service inseparability
Question # 1 of 20 ( Start time: 07:29:26 PM ) Total Marks: 1
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
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?
Logo
Packaging
Color
Durability
Question # 3 of 20 ( Start time: 07:32:57 PM ) Total Marks: 1
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
All of the given options
Question # 4 of 20 ( Start time: 07:34:08 PM ) Total Marks: 1
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
Question # 5 of 20 ( Start time: 07:35:40 PM ) Total Marks: 1
Which of the following brand strategy which gives you the benefit of premium pricing?
Umbrella brand strategy
Line brand strategy
Product brand strategy
Family brand strategy
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 makes to customers?
Brand contract
Brand association
Brand persona
Brand equity
Question # 8 of 20 ( Start time: 07:39:57 PM ) Total Marks: 1
When brand management becomes the heart of marketing then which one becomes the heart of brand management.
Owner’s equity
Brand equity
Brand assets
Brand value
Question # 10 of 20 ( Start time: 07:41:55 PM ) Total Marks: 1
To be successful, the company must have all its __________ at work to deliver superior value.
Resources
Brands
Employees
Communication
Question # 11 of 20 ( Start time: 07:43:10 PM ) Total Marks: 1
Which of the following is created by management for the consumer and for the company through good brands:
Value
Price
Cost
Rate
Question # 12 of 20 ( Start time: 07:44:06 PM ) Total Marks: 1
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
Question # 13 of 20 ( Start time: 07:45:13 PM ) Total 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
Question # 14 of 20 ( Start time: 07:46:17 PM ) Total Marks: 1
CRE stands for what?
Customer response effect
Customer relationship effect
Customer responsibility effect
Customer resource effect
Question # 15 of 20 ( Start time: 07:47:38 PM ) Total Marks: 1
“Intel inside” is a classic example of which one of the following?
Bundling
Ingredient co-branding
Joint venture
Effective packaging
Question # 16 of 20 ( Start time: 07:48:49 PM ) Total Marks: 1
The prices of luxury product fall under:
Plus-one pricing
Skim pricing
Strategic account pricing
Segment pricing
Question # 20 of 20 ( Start time: 09:04:11 PM ) Total Marks: 1
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
Question # 1 of 20 ( Start time: 07:29:26 PM ) Total Marks: 1
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
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?
Logo
Packaging
Color
Durability
Question # 3 of 20 ( Start time: 07:32:57 PM ) Total Marks: 1
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
All of the given options
Question # 4 of 20 ( Start time: 07:34:08 PM ) Total Marks: 1
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
Question # 5 of 20 ( Start time: 07:35:40 PM ) Total Marks: 1
Which of the following brand strategy which gives you the benefit of premium pricing?
Umbrella brand strategy
Line brand strategy
Product brand strategy
Family brand strategy
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 makes to customers?
Brand contract
Brand association
Brand persona
Brand equity
Question # 8 of 20 ( Start time: 07:39:57 PM ) Total Marks: 1
When brand management becomes the heart of marketing then which one becomes the heart of brand
management.
Owner’s equity
Brand equity
Brand assets
Brand value
Question # 10 of 20 ( Start time: 07:41:55 PM ) Total Marks: 1
To be successful, the company must have all its __________ at work to deliver superior value.
Resources
Brands
Employees
Communication
Question # 11 of 20 ( Start time: 07:43:10 PM ) Total Marks: 1
Which of the following is created by management for the consumer and for the company through good
brands:
Value[/color=green]
Price
Cost
Question # 12 of 20 ( Start time: 07:44:06 PM ) Total Marks: 1
When two brands join hands to create one brand by using the strong expressions of both, this is known as:
[color=green]Bundling
Branding
Brand management
Brand equity
Question # 13 of 20 ( Start time: 07:45:13 PM ) Total 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
Question # 14 of 20 ( Start time: 07:46:17 PM ) Total Marks: 1
CRE stands for what?
Customer response effect
Customer relationship effect
Customer responsibility effect
Customer resource effect
Question # 15 of 20 ( Start time: 07:47:38 PM ) Total Marks: 1
“Intel inside” is a classic example of which one of the following?
Bundling
Ingredient co-branding
Joint venture
Effective packaging
Question # 16 of 20 ( Start time: 07:48:49 PM ) Total Marks: 1
The prices of luxury product fall under:
Plus-one pricing
Skim pricing
Strategic account pricing
Segment pricing
Question # 20 of 20 ( Start time: 09:04:11 PM ) Total Marks: 1
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
1. At the center of a brand’s characteristics is the following:
a. Identity
b. Image
c. Value
d. None of the given options
2. Brand management came into being for which of the following
reasons:
a. Companies wanted to achieve scale economies.
b. It supplemented financial management practices
c. It suited production and operations personnel
d. Companies wanted to differentiate their products and highlight
distinctions in a competitive environment.
3. Brands like to stay contemporary because of:
a. Others do it
b. Staying attractive
c. Upholding the contract
d. None of the given options
4. 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
5. 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
6. 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
7. 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?
d. All of the given options
8. The most important factor in brand management is to ensure that
your ___________ must be matching with consumers’ perceptions.
a. Brand pinnacle
b. Brand’s persona
c. Brand associations d. Brand value
9. While developing the brand picture, first of all, you envision:
a. Attributes
b. Obsessions
c. Benefits
d. All of the given options
10. To have value, a brand must offer which one of the following?
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
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