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 brand’s 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
d) All of the given options
Q.2 _____ lets you to have your loyal customer’s lifetime worth in terms of
your brand’s 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
d) Strategic account 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
b) Should appeal to self interest
of customer
c) Must not wander off
d)All of the given options
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
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 makes are based on involvement of all in the organization.
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
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 brand’s 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
d) All of the given options
Q.2 _____ lets you to have your loyal customer’s lifetime worth in terms of
your brand’s 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
d) Strategic account 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
b) Should appeal to self interest
of customer
c) Must not wander off
d)All of the given options
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
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 makes are based on involvement of all in the organization.
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
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