1. The elasticity of sales to sales promotion is __________ that of
advertising.
a. Less than
b. Equal to
c. Greater than
d. Inversely proportional to
2. A mix of different communication tools has a better chance of achieving:
a. Objectives
b. Synergy
c. Efficiency
d. Effectiveness
3. If two different brands are distributed by one company, it is considered
under:
a. Wholesale
b. Co-branding
c. Joint venture
d. Merger
4. A company’s own retail outlets are meant:
a. To avoid the threat of distributors’ power
b. To own and batter control the distribution channel
c. Distribution, itself, is a good business
d. All of the given options
5. For communication to be effective it should be:
a. Repetitive
b. Reinforcing
c. Both 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 products is called:
a. Expert power
b. Legitimate power
c. Coercion
d. Retailer power
7. A good channel system must automatically offer _____ to the customers.
a. Transaction services
b. After-sales services
c. Both of the given options d. None of the given options
8. Advertising _____ is capable to attract consumers only if it is based on
their needs.
a. Reach
b. Copy
c. Frequency
d. Media
9. Marketing communication is done to achieve the objective of:
a. Building awareness
b. Stimulate action
c. Both of the given options
d. None of the given options
10. Mostly, the major source of power throughout the distribution channel
is:
a. The company
b. The brand
c. The distributor
d. The customer
1. A great effort in terms of time and money is required for __________;
and despite the effort, results are not guaranteed.
a. Growth
b. Profitability
c. Branding d. Promotion
2. Brands are born out of the following strategies:
a. Segmentation and differentiation strategies
b. Promotion strategies
c. Good purchasing and supply chain strategies
d. All of the given options
3. Brand identity is followed by _________, which is a reflection of what
marketers planed to send to the public.
a. Brand value
b. Brand image
c. Advertising
d. Brand personality
4. Right branding increases __________ of the product, which should be
more than that of the generic product.
a. Consumer revolt
b. Market share
c. Profit
d. Value
5. _________ are incurred by brands because of failures and
questionable business practices that may increase costs and
liabilities.
a. Brand assets
b. Brand liabilities
c. Brand equities
d. Market failures
6. Introduction of more brands and extensions leads to __ with no new benefits
to consumers.
a. Higher cost
b. Greater revenue
c. Brand proliferation
d. Increased competition
7. While defining the industry during the analysis, brand managers must
consider:
a. The range of products and services offered by the industry
b. A picture of the geographic scope of the industry
c. Both of the given options
d. None of the given options
8. The difference between company’s present financial position and the
financial objectives is known as:
a. Contribution gap
b. Contribution margin
c. Financial objectives’ failure
d. Low demand in market
9. A ___________ has to answer the questions like what would be the
short of market if our brand is not there.
a. Brand image
b. Brand picture
c. Brand manager
d. Brand association
10. Brand assets include:a. The name of the brand
b. Reputation, relevance, and loyalty
c. Less quality complaints
d. All of the given options
1. A change in positioning may cause _______________ in price.
a. An upward change
b. A downward change
c. Both of the given options
d. None of the given options
2. ______________ occurs by maintaining the brand contract while
undergoing innovations and modifications to stay current.
a. Sustainability
b. Fit
c. Uniqueness
d. Credibility
3. When we keep the same brand name of new offerings so that customers
may develop an immediate familiarity, the resultant phenomenon is
known as
a. Leveraging
b. Extension
c. Diversification
d. Stretching
4. Introduction of another strength of a medicine by a pharmaceutical
company is an example of:
a. Brand extension
b. Line extension
c. Brand diversification d. All of the given options
5. Brands are diversified because:
a. It is essential for brand survival
b. Some brands have such a high awareness that those are perceived
by customers to be in categories where they are not present.
c. Cost-cutting is possible by advertising products with the same brand
name
d. All of the given options
6. The __________ relates to extra benefits that a brand offers to its
customers.
a. Entire positioning
b. Point of difference
c. Definition of business
d. Innovation
7. Benefits of having different brands include all of the following except:
a. Quickly respond to retailers’ need
b. Effectively compete in market
c. Save the actual brand image
d. Fill all the gaps in market
8. When the same brand name holds several products in different markets,
it is known as the
a. Umbrella brand
b. Source brand
c. Multi-brand
d. Range brand
9. Factors affecting the choice of distribution channel include:
a. Customer value
b. Sales revenues c. Both of the given options
d. None of the given options
10. ___________ provides a good quality of service because of a direct
interface with the customers, but it is expensive.
a. Direct sales
b. Telemarketing
c. E-marketing
d. All of the given options
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
a. Profit unit.
b. Strategic business unit
c. Marketing unit
d. Small business unit
2. Clarity about dimensions of brands means the clarity in:
a. The functions of brand
b. The aspects of differentiation
c. Both of the given options
d. None of the given options
3. The drivers of change include all of the following except:
a. Downfall in industry
b. Consumer behavior
c. Market analysis
d. An investment by a foreign firm in local market
4. Shan Foods is involved in selecting and analyzing a target market and
developing a marketing mix to gain long-run competitive advantages.
Based on this example, Shan Foods is creating a: a. Corporate strategy
b. Target design
c. Mix strategy
d. Marketing strategy
5. Which of the following is not a reason of “selling a service is difficult”?
a. Competitors can copy services very easily
b. It is hard to summarize and communicate services
c. Standardization among services is difficult
d. Customer can never be satisfied with a service
6. Often, the direct consumers of a nonprofit organization are its:
a. Consumer public
b. Member public
c. Client public
d. Nonbusiness public
7. A __________ organization is customer-centric, and all the decisions it
makes are based on involvement of all in the organization.
a. Brand based
b. Consumer based
c. Marketing
d. Competition based
8. Measuring your brand’s performance means you are:
a. Managing your brand right
b. Measuring your strategies
c. Maintaining your brand position
d. Maintaining your brand picture
9. Critical success factors for a firm include: a. Changing lifestyles and attitudes
b. Low-cost production efficiency
c. Both 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 help customers. An important secondary audience for
these ads is:
a. The civil aviation authority
b. Competitors
c. PIA employees
d. All air travelers
advertising.
a. Less than
b. Equal to
c. Greater than
d. Inversely proportional to
2. A mix of different communication tools has a better chance of achieving:
a. Objectives
b. Synergy
c. Efficiency
d. Effectiveness
3. If two different brands are distributed by one company, it is considered
under:
a. Wholesale
b. Co-branding
c. Joint venture
d. Merger
4. A company’s own retail outlets are meant:
a. To avoid the threat of distributors’ power
b. To own and batter control the distribution channel
c. Distribution, itself, is a good business
d. All of the given options
5. For communication to be effective it should be:
a. Repetitive
b. Reinforcing
c. Both 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 products is called:
a. Expert power
b. Legitimate power
c. Coercion
d. Retailer power
7. A good channel system must automatically offer _____ to the customers.
a. Transaction services
b. After-sales services
c. Both of the given options d. None of the given options
8. Advertising _____ is capable to attract consumers only if it is based on
their needs.
a. Reach
b. Copy
c. Frequency
d. Media
9. Marketing communication is done to achieve the objective of:
a. Building awareness
b. Stimulate action
c. Both of the given options
d. None of the given options
10. Mostly, the major source of power throughout the distribution channel
is:
a. The company
b. The brand
c. The distributor
d. The customer
1. A great effort in terms of time and money is required for __________;
and despite the effort, results are not guaranteed.
a. Growth
b. Profitability
c. Branding d. Promotion
2. Brands are born out of the following strategies:
a. Segmentation and differentiation strategies
b. Promotion strategies
c. Good purchasing and supply chain strategies
d. All of the given options
3. Brand identity is followed by _________, which is a reflection of what
marketers planed to send to the public.
a. Brand value
b. Brand image
c. Advertising
d. Brand personality
4. Right branding increases __________ of the product, which should be
more than that of the generic product.
a. Consumer revolt
b. Market share
c. Profit
d. Value
5. _________ are incurred by brands because of failures and
questionable business practices that may increase costs and
liabilities.
a. Brand assets
b. Brand liabilities
c. Brand equities
d. Market failures
6. Introduction of more brands and extensions leads to __ with no new benefits
to consumers.
a. Higher cost
b. Greater revenue
c. Brand proliferation
d. Increased competition
7. While defining the industry during the analysis, brand managers must
consider:
a. The range of products and services offered by the industry
b. A picture of the geographic scope of the industry
c. Both of the given options
d. None of the given options
8. The difference between company’s present financial position and the
financial objectives is known as:
a. Contribution gap
b. Contribution margin
c. Financial objectives’ failure
d. Low demand in market
9. A ___________ has to answer the questions like what would be the
short of market if our brand is not there.
a. Brand image
b. Brand picture
c. Brand manager
d. Brand association
10. Brand assets include:a. The name of the brand
b. Reputation, relevance, and loyalty
c. Less quality complaints
d. All of the given options
1. A change in positioning may cause _______________ in price.
a. An upward change
b. A downward change
c. Both of the given options
d. None of the given options
2. ______________ occurs by maintaining the brand contract while
undergoing innovations and modifications to stay current.
a. Sustainability
b. Fit
c. Uniqueness
d. Credibility
3. When we keep the same brand name of new offerings so that customers
may develop an immediate familiarity, the resultant phenomenon is
known as
a. Leveraging
b. Extension
c. Diversification
d. Stretching
4. Introduction of another strength of a medicine by a pharmaceutical
company is an example of:
a. Brand extension
b. Line extension
c. Brand diversification d. All of the given options
5. Brands are diversified because:
a. It is essential for brand survival
b. Some brands have such a high awareness that those are perceived
by customers to be in categories where they are not present.
c. Cost-cutting is possible by advertising products with the same brand
name
d. All of the given options
6. The __________ relates to extra benefits that a brand offers to its
customers.
a. Entire positioning
b. Point of difference
c. Definition of business
d. Innovation
7. Benefits of having different brands include all of the following except:
a. Quickly respond to retailers’ need
b. Effectively compete in market
c. Save the actual brand image
d. Fill all the gaps in market
8. When the same brand name holds several products in different markets,
it is known as the
a. Umbrella brand
b. Source brand
c. Multi-brand
d. Range brand
9. Factors affecting the choice of distribution channel include:
a. Customer value
b. Sales revenues c. Both of the given options
d. None of the given options
10. ___________ provides a good quality of service because of a direct
interface with the customers, but it is expensive.
a. Direct sales
b. Telemarketing
c. E-marketing
d. All of the given options
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
a. Profit unit.
b. Strategic business unit
c. Marketing unit
d. Small business unit
2. Clarity about dimensions of brands means the clarity in:
a. The functions of brand
b. The aspects of differentiation
c. Both of the given options
d. None of the given options
3. The drivers of change include all of the following except:
a. Downfall in industry
b. Consumer behavior
c. Market analysis
d. An investment by a foreign firm in local market
4. Shan Foods is involved in selecting and analyzing a target market and
developing a marketing mix to gain long-run competitive advantages.
Based on this example, Shan Foods is creating a: a. Corporate strategy
b. Target design
c. Mix strategy
d. Marketing strategy
5. Which of the following is not a reason of “selling a service is difficult”?
a. Competitors can copy services very easily
b. It is hard to summarize and communicate services
c. Standardization among services is difficult
d. Customer can never be satisfied with a service
6. Often, the direct consumers of a nonprofit organization are its:
a. Consumer public
b. Member public
c. Client public
d. Nonbusiness public
7. A __________ organization is customer-centric, and all the decisions it
makes are based on involvement of all in the organization.
a. Brand based
b. Consumer based
c. Marketing
d. Competition based
8. Measuring your brand’s performance means you are:
a. Managing your brand right
b. Measuring your strategies
c. Maintaining your brand position
d. Maintaining your brand picture
9. Critical success factors for a firm include: a. Changing lifestyles and attitudes
b. Low-cost production efficiency
c. Both 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 help customers. An important secondary audience for
these ads is:
a. The civil aviation authority
b. Competitors
c. PIA employees
d. All air travelers
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