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Advertising & Brand Management

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0% found this document useful (0 votes)
387 views214 pages

Advertising & Brand Management

Uploaded by

Hepsi Konatham
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Advertising & Brand Management

Dashboard / My courses / Advertising & Brand Management / Pre-Final Test (Mock Test) / Pre-Final Test (Mock Test)

Question 61

Correct
Mark 1 out of 1

Which  of  the  following  represent  challenges  to  marketers  conducting  cross­cultural  analysis?

a. differences  in  market  structure  and  conditions


b. All the given options

c. differences  in  the  perceived  benefits  of  products  or  services
d. different  rates  of  adoption

The correct answer is: All the given options

Question 62

Incorrect
Mark 0 out of 1

During which stage  product  managers  try  to  stimulate  sales  by  modifying  other  marketingprogram  elements

a. maturity
b. introduction

c. end
d.   growth.

The correct answer is: maturity


Question 63

Correct
Mark 1 out of 1

What  elements  constitute  a  brand?

a. .  Name,  words  or  symbols,  singly  or  collectively  that  distinguish  one  product  from  another.
b. Design,  style,  or  symbols,  singly  or  collectively  that  distinguish  one  product  from  another
c. Name,  design,  style,  words  or  symbols,  singly  or  collectively  that  distinguish one product from another.

d. Name,  design,  style,  words  or  symbols,  that  distinguish  one  product  from  another.

The correct answer is: Name,  design,  style,  words  or  symbols,  singly  or  collectively  that  distinguish one product from
another.

Question 64

Correct
Mark 1 out of 1

A  brand  is  a  _______.

a. Name.
b. Term
c. Sign
d. A  combination  of  All the given options

The correct answer is: A  combination  of  All the given options
Question 65

Incorrect
Mark 0 out of 1

Which  global  segment  values  wealth,  status,  ambition  and  power  and  would make an attractivetarget  for  products  like 
mobile  phones  and  computers.

a. Fun  seekers
b. Intimates

c. Strivers.
d. Creatives.

The correct answer is: Strivers.

Question 66

Correct
Mark 1 out of 1

According  to  Aaker,  which  of  the  following  is  not  one  of  the  six  levels of meaning a brand can convey?

a. Values.
b. Price

c. Benefits.
d. Attributes

The correct answer is: Price


Question 67

Correct
Mark 1 out of 1

A  _____  is  a  basic  and  distinctive  mode  of  expression  appearing  in  a  field  of  human  endeavor

a. cycle.
b. fad.
c. fashion.
d. style.

The correct answer is: style.

Question 68

Incorrect
Mark 0 out of 1

Balmer  and  Greyser   outline  corporate  branding  with  reference  to  six  'C's:

a. Character,  culture,  communication,  commonalities,  constituencies,  and  covenants.


b. Character,  culture,  communication,  conceptualizations,  constituencies,  and  covenants.

c. .  Character,  corporate,  communication,  conceptualizations,  constituencies,  and  covenants.
d. Charisma,  culture,  communication,  conceptualizations

The correct answer is: Character,  culture,  communication,  commonalities,  constituencies,  and  covenants.

Question 69

Correct
Mark 1 out of 1

Which  of  the  following  is  a  set  of  promises  that  the  brand  makes  to  customers?

a. Brand  contract.

b. Brand  association.
c. Brand  equity
d. Brand  persona.

The correct answer is: Brand  contract.


Question 70

Correct
Mark 1 out of 1

A  possible  downside  of  branding  a  nonprofit  is  that

a. The  organization  can  spend  large  sums  building  up  the  brand
b. It  diverts  money  that  could  be  spent  on  service  provision
c. It  can  act  as  a  barrier  to  collaboration
d. All the given options

The correct answer is: All the given options

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Dashboard / My courses / Advertising & Brand Management / Pre-Final Test (Mock Test) / Pre-Final Test (Mock Test)

Question 71

Correct
Mark 1 out of 1

When  Procter  &  Gamble  introduced  Crest  with  tartar  control,  with  whiteners,  with  sparkles,  and  so on,  it  was  practicing:

a. Line  Extensions.

b. Brand  extension
c. Branding.
d. co­branding.

The correct answer is: Line  Extensions.

Question 72

Correct
Mark 1 out of 1

When  two  brands  join  hands  to  create  one  brand  by  using  strong  expression.  This  is  known  as:

a. None of these
b. Brand  management.
c. Branding.
d. Bundling.

The correct answer is: Bundling.


Question 73

Correct
Mark 1 out of 1

Which  of  the  following  is  a  form  of  purchase  behaviour  which  occurwhen consumers havesuitable  product  and  purchase 
experience  and  where  they perceive  low  risk?

a. Systematic  Response  Behaviour.


b. Generic  Regional  Behaviour
c. Routinised Response Behaviour

d. Habitual  Regional  Behaviour

The correct answer is: Routinised Response Behaviour

Question 74

Correct
Mark 1 out of 1

In  marketing,  the  term  product:

a. Refers  only  to  tangible  items  that  can  be  seen,  tasted,  or  touched
b. Never  refers  to  such  things  as  package  design,  brand  name, 
c. Is  a  broad  concept  that  encompasses  the  satisfaction  of  consumer  needs

d. Is  limited  in  meaning  to  goods,  services,  and  ideas  only

The correct answer is: Is  a  broad  concept  that  encompasses  the  satisfaction  of  consumer  needs
Question 75

Correct
Mark 1 out of 1

The  prices  of  luxury  products  fall  under:

a. Strategic  account  pricing.


b. plus­one  pricing.
c. segment  pricing.
d. Skim  pricing

The correct answer is: Skim  pricing

Question 76

Incorrect
Mark 0 out of 1

Which  of  the  following  statements  about  concept  development  and  testing  is true?

a. None  of  the  given  statements  are  true.


b. is  basically  the  same  as  test  marketing.
c. A  concept  test  requires  the  development  of  an  actual  working  model  of  the  product.

d. This  process  only  measures  consumer  acceptance  of  new  product  idea.

The correct answer is: This  process  only  measures  consumer  acceptance  of  new  product  idea.

Question 77

Correct
Mark 1 out of 1

This  is  the  process  by  which  two  established  brands  work  together,  either  on  one  product  or service:

a. Co­branding

b. Child­brand.
c. Parent  brand
d. Brand  awareness

The correct answer is: Co­branding


Question 78

Correct
Mark 1 out of 1

The  product  mix  is  comprised  of  a  number  of  product  lines  to  form  an  assortment  of  products. The  product  mix  length 
refers  to  which  of  the  following?

a. Refers  to  the  number  of  'versions'  offered  of  each  product  within  the  line.
b. The  total  number  of  items  that  is  contained  within  the  product  lines.

c. Refers  to  how  closely  related  the  product  lines  are  in  their  end  use  applications,  production requirements  or  distribution 
channels.
d. Product  assortment

The correct answer is: The  total  number  of  items  that  is  contained  within  the  product  lines.

Question 79

Correct
Mark 1 out of 1

There are __________ key elements of customer-based brand equity.

a. Four
b. None of these
c. Five
d. Three

The correct answer is: Three


Question 80

Correct
Mark 1 out of 1

Which  of  the  following  statements  about  new  product  ideas  is  true?

a. All the given options  statements  are  true.



b. Good  ideas  come  from  highly  trained  individuals.
c. Many  new  products  are  suggested  by  consumers.
d. It  can  take  many  ideas  to  generate  one  successful  product.

The correct answer is: All the given options  statements  are  true.

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Dashboard / My courses / Advertising & Brand Management / Pre-Final Test (Mock Test) / Pre-Final Test (Mock Test)

Question 81

Correct
Mark 1 out of 1

Firms  develop  new  products  through:

a. acquisitions.
b. All the given options 

c. research  and  development.
d. mergers.

The correct answer is: All the given options 

Question 82

Correct
Mark 1 out of 1

Brand  personality  is

a. A  set  of  physical  benefits  the  brand  can  offer.


b. A  set  of  human  attributes  the  brand  possesses

c. A  way  of  communicating  the  authority  of  the  brand
d. A  set  of  emotional  benefits  the  bran  can  offer

The correct answer is: A  set  of  human  attributes  the  brand  possesses
Question 83

Correct
Mark 1 out of 1

In selecting an advertising agency, without clear _______as a sound starting point you have little chance of success. Complete the
blank.

a. Roles
b. Tasks
c. Briefs

d. Ideas

The correct answer is: Briefs

Question 84

Correct
Mark 1 out of 1

Companies  producing  a  variety  of  products  and  brands  often  establish  a  _____  organization

a. hub­and­spoke  .
b. geographic.
c. product­or­brand  management 

d. functional.

The correct answer is: product­or­brand  management 


Question 85

Correct
Mark 1 out of 1

Which  of  the  following  is  the  rate  at  which  a  market  adopts  an  innovation?

a. Adoption lifecycle
b. Process  of  differentiation
c. Process  of  diffusion

d. Adoption  process

The correct answer is: Process  of  diffusion

Question 86

Correct
Mark 1 out of 1

What  is  defined  as  the  product  mix  width?

a. Number  of  different  variants  of  a  product


b. Defined  by  the  number  of  product  lines  offered

c. Total  number  of  product  items
d. None  of  these.

The correct answer is: Defined  by  the  number  of  product  lines  offered

Question 87

Incorrect
Mark 0 out of 1

________  is  endowing  products  and  services  with  the  power  of  a  brand

a. Differentiation.
b. Brand  equity.

c. Branding.
d. Brand marking

The correct answer is: Branding.


Question 88

Correct
Mark 1 out of 1

When  Brand  management  becomes  the  heart  of  marketing  then  which  one  becomes  the  heart  of brand  management?

a. Brand  equity

b. Brand  value.
c. Brand  assets.
d. Owner  equity.

The correct answer is: Brand  equity

Question 89

Correct
Mark 1 out of 1

Which  of  the  following  brands  ranked  in  the  world's  top  10  in  Business  Week's  "The  100  Top Brands"?

a. Ford.
b. Dell
c. Budweiser
d. Nokia.

The correct answer is: Nokia.


Question 90

Correct
Mark 1 out of 1

In  international  marketing  it  is  much  easier  to

a. standardize  the  brand  across  markets  rather  than  to  standardize  the  core  product  benefits.
b. standardize  the  core  product  benefits  across  markets  rather  than  to  standardize  the  support services.

c. standardize  the  quality  of  a  product  across  markets  than it  is to standardize  its  image.
d. standardize  the  after­sales  service  of  a  product  across  markets  than  it  is  to  standardize  staff behaviour

The correct answer is: standardize  the  core  product  benefits  across  markets  rather  than  to  standardize  the  support
services.

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Question 91

Correct
Mark 1 out of 1

Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.

a. promotional tools used for pull strategies but not push strategies
b. promotional tools used for push strategies but not pull strategies
c. communications channels focused more on narrowcasting than broadcasting
d. communications channels that should be integrated under the concept of integrated marketing
communications.

The correct answer is: communications channels that should be integrated under the concept of integrated marketing
communications.

Question 92

Correct
Mark 1 out of 1

What  is  the  part  of  the  brand  that  can  be  spoken?

a. wordmark
b. brand  equity.
c. brand  name. 
d. logo.

The correct answer is: logo.


Question 93

Correct
Mark 1 out of 1

A  fashion  clothing  company  getting  into  perfumes  is  an  example  of

a. know­how  transferability
b. perceived  difficulty  to  manufacture.
c. awareness  and  reputation  of  parent
d. Complementary.

The correct answer is: Complementary.

Question 94

Correct
Mark 1 out of 1

Introducing  additional  items  in  the  same  product  category  by  adding  new  flavours, forms, colors,ingredients  or  package 
size  under  the  same  brand  name  is  regarded as:

a. Interactive  marketing.
b. Line  extensions.

c. Product  mix.
d. service  intangibility.

The correct answer is: Line  extensions.


Question 95

Incorrect
Mark 0 out of 1

A  differentiated  product  may  be  unique  in  the  marketplace  but  it  will  only  be  successful  in  which of  the  following 
circumstances?

a. Differentiated  products  will  always  be  successful.  


b. If  the  brand  can  be  classed  as  aspirational

c. If  the  price  differential  is  minimal
d. .  If  it  satisfies  customers'  needs

The correct answer is: .  If  it  satisfies  customers'  needs

Question 96

Correct
Mark 1 out of 1

Which of the following organizations has jurisdiction to determine if advertisements are deceptive or misleading?

a. Federal Trade Commission



b. Better Business Bureau
c. Truth in Advertising Council
d. Food and Drug Administration

The correct answer is: Federal Trade Commission


Question 97

Correct
Mark 1 out of 1

When  a  company  adapts  their  advertising  messages  to  the  specific  values  of particular  cultures, the  company  may  be 
referred  to  as  a  __________  company?

a. World  brand.
b. global.
c. local.

d. standardised.

The correct answer is: local.

Question 98

Correct
Mark 1 out of 1

Intel  Inside  is  a  classic  example  of  which  one  of  the  following?

a. Ingredient  co­branding.

b. Effective  packaging.
c. Joint  venture.
d. Bundling.

The correct answer is: Ingredient  co­branding.


Question 99

Correct
Mark 1 out of 1

Studies  have  shown  that  package  changes  in  colours,  graphics,  or  configuration can dramatically alter

a. product practicality and performance
b. consumers'  perception  of  the  same  product

c. acceptance  by  retailers
d. annual  sales  figures

The correct answer is: consumers'  perception  of  the  same  product

Question 100

Correct
Mark 1 out of 1

Logos  are  an  important  part  of  corporate  visual  identity.  Which  of  the  following  statements  about the  attributes  of  a  good 
logo  is  UNTRUE?

a. It  stresses  particular  advantages  of  a  product  or  organization.


b.   It  is  a  classic  design  that  does  not  need  to  be  updated  to  keep  it  in  tune  with  styles  and  fashions

c. It  should  encapsulate  the  values  of  the  brand  and  provide  an  immediate  reminder  of  the  brand each  time  it  is  seen  by 
customers  and  potential  customers.
d. It  should  not  be  over  complicated

The correct answer is:   It  is  a  classic  design  that  does  not  need  to  be  updated  to  keep  it  in  tune  with  styles  and 
fashions

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Question 31

Correct
Mark 1 out of 1

A  culture  supporting  openness  to  change  emphasises  __________  thought while a culture supporting  conservation  values 
__________  and  __________  practices.

a. into  consideration
b. individual;  self­restriction;  traditional

c. individual;  self­expression;  traditional
d. individual;  self­restriction;  non­conventional

The correct answer is: individual;  self­restriction;  traditional

Question 32

Correct
Mark 1 out of 1

.Here's  what  the  product  is.  Here's  what  the  product  does  is  the  straight forward  explanation  of this  type  of  positioning 
strategy

a. innovation.
b. price
c. product  differentiation

d. leadership

The correct answer is: product  differentiation


Question 33

Correct
Mark 1 out of 1

Core  values  are  the  primary  attributes  and  benefits  a  brand  delivers.  An  attribute  is  a

a. drawback.
b. trademark.
c. descriptive feature

d. packaging  detail.

The correct answer is: descriptive feature

Question 34

Correct
Mark 1 out of 1

These  goods  are  low  priced  products  which  are  bought  frequently,  are  used just  once  and  which incur  low  levels  of 
purchase  risk:

a. Non­durable.

b. Durable.
c. Generic.
d. Luxury

The correct answer is: Non­durable.


Question 35

Correct
Mark 1 out of 1

_____  occurs  when  consumers  no  longer  associate  a  brand  with  a  specific  product  or  highly  similar products  and  start 
thinking  less  about  the  brand

a. Brand  ignorance
b. Brand  dilution

c. Brand  apathy.
d. Brand  neglect

The correct answer is: Brand  dilution

Question 36

Incorrect
Mark 0 out of 1

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

a. Price.
b. Cost.

c. Value.
d. Rate.

The correct answer is: Value.


Question 37

Correct
Mark 1 out of 1

Compared  to  the  high  share  of  private  labelling  in  northern  Europe,  the  share  in  southern  Europe is  no  higher  than:

a. 0.02
b. .  10%.
c. 50%.
d. 0.25

The correct answer is: 0.25

Question 38

Correct
Mark 1 out of 1

The  following  are  the  four  golden  rules  for  good  brand  naming:  Supportive  Acceptable  Available ________

a. Distinctive.

b. Disparate.
c. Diagnostic.
d. Differentiating.

The correct answer is: Distinctive.


Question 39

Correct
Mark 1 out of 1

Many  marketers  now  offer  reseal  able  bags  as  part  of  their  packaging.  This feature  is  an  example of  which  packaging 
function?

a. eliminating  the  need  for  advertising


b. building  brand  equity
c. marketing the product.
d. providing  convenience

The correct answer is: providing  convenience

Question 40

Correct
Mark 1 out of 1

Agency structures are changing as result of changes in

a. Global economies
b. Budgeting methods
c. Clients communication needs

d. Creative skills development

The correct answer is: Clients communication needs

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Advertising & Brand Management
Dashboard / My courses / Advertising & Brand Management / Unit I - Introduction to Advertising / Self Assessment Quiz - Unit I

Started on Wednesday, 25 January 2023, 11:37 PM

State Finished

Completed on Wednesday, 25 January 2023, 11:52 PM

Time taken 14 mins 56 secs

Grade 3 out of 10 (30%)

Question 1

Incorrect
Mark 0 out of 1

Which  of  the  following  is  a  set  of  promises  that  the  brand  makes  to  customers?

a. Brand  persona.

b. Brand  association.
c. Brand  contract.
d. Brand  equity

The correct answer is: Brand  contract.


Question 2

Incorrect
Mark 0 out of 1

In  a  _____  strategy  a  new  product  can  be  designed  to  meet  the  preferences  of  one  of  the  corners of  the  market.

a. diffused preference

b. mass  market.
c. multiple­niche
d. Single  niche.

The correct answer is: Single  niche.

Question 3

Incorrect
Mark 0 out of 1

Which addresses  the  what  and  why  of  marketing  activities and which __  addresses  the  who,  where,  when, and  how.

a. Control;  audit.
b. Evaluation;  control.
c. Strategy;  implementation.
d. Audit;  control

The correct answer is: Strategy;  implementation.

Question 4

Incorrect
Mark 0 out of 1

Which  of  the  following  is  not  a  key  desirability  for  PODs

a. Believability
b. Feasibility

c. Distinctiveness.
d. Relevance.

The correct answer is: Relevance.


Question 5

Correct
Mark 1 out of 1

When  a  firm  uses  an  established  brand  to  introduce  a  new  product  it  is  called  a  _____

a. brand  extension

b. parent  brand.
c. family  brand.
d. sub­brand

The correct answer is: brand  extension

Question 6

Incorrect
Mark 0 out of 1

Which  of  the  following  is  not  a  key  desirability  for  PODs?

a. Distinctiveness.
b. Believability
c.  Feasibility
d. Relevance. 

The correct answer is:  Feasibility


Question 7

Incorrect
Mark 0 out of 1

To  create  and  sustain  the  longevity  of  brands  the  product  range  needs  to  be managed  in  sympathy with  changes  in  which 
of  the  following  environments?

a. Customer  and  competitive  environments


b. Customer and European environments
c. European and international environments

d. Client  and  customer  environments

The correct answer is: Customer  and  competitive  environments

Question 8

Correct
Mark 1 out of 1

Why  is  it  especially  important  to  fundraisers  that  a  brand  be  differentiated

a. It  increases  donor  attrition


b. It  increases  awareness  of  the  organization
c. It  increases  word  of  mouth  advertising
d. It  increases  the  efficiency  of  fundraising

The correct answer is: It  increases  the  efficiency  of  fundraising
Question 9

Correct
Mark 1 out of 1

The  following  are  the  four  golden  rules  for  good  brand  naming:  Supportive  Acceptable  Available ________

a. Disparate.
b. Differentiating.
c. Distinctive.

d. Diagnostic.

The correct answer is: Distinctive.

Question 10

Incorrect
Mark 0 out of 1

The  management  of  the  changes  to  create  and  sustain  the  longevity  of  brands in relation tochanges  in  the  customer  and 
competitive  environment  is  achieved  through  which  of  the  following  two concepts?

a. Placing  and  replacing



b. Positioning  and  repositioning
c. Staging  and  re­staging
d. Forging and re­forging

The correct answer is: Positioning  and  repositioning

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Dashboard / My courses / Advertising & Brand Management / Unit I - Introduction to Advertising / Self Assessment Quiz - Unit I

Started on Wednesday, 25 January 2023, 11:54 PM

State Finished

Completed on Wednesday, 25 January 2023, 11:57 PM

Time taken 3 mins 31 secs

Grade 3 out of 10 (30%)

Question 1

Correct
Mark 1 out of 1

What  are  the  benefits  of  branding  from  the  consumer  perspective?

a. Easier  product  identification  Communicates  features  and  benefits Helps  product evaluationestablishes  product's  position  in 
the  market  Reduces  risk  in  purchasing  Creates  interest.
b. Helps  create  loyalty  Defends  against  competition  Creates  differential  advantage Allows premiumpricing  Helps 
targeting/positioning  Increases  power  over  the  retailer

c. Easier  product  identification  Communicates  features  and  benefits Creates differential advantageallows  premium  pricing 
Helps  targeting/positiong  Increases  power  over  the  retailer
d. Establishes  product's  position  in  the  market  Reduces  risk  in  purchasing  Helps targeting/positioning  Increases  power  over 
the  retailer  Easier product  identification  Communicates features  and  benefits

The correct answer is: Helps  create  loyalty  Defends  against  competition  Creates  differential 
advantage Allows premiumpricing  Helps  targeting/positioning  Increases  power  over  the  retailer
Question 2

Incorrect
Mark 0 out of 1

Which is  the  set  of  all  brands  and  brand  lines  which  a  particular  firm  offers  for  sale  to  buyers  in  a particular  category

a. Brand  portfolio.
b. Brand  equity

c. Mixed  branding
d. Generic  brand

The correct answer is: Brand  portfolio.

Question 3

Incorrect
Mark 0 out of 1

Which of the following is not an aspect of the promotion mix?

a. direct marketing
b. advertising

c. strategic positioning
d. public relations

The correct answer is: strategic positioning

Question 4

Incorrect
Mark 0 out of 1

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

a. Umbrella  brand  strategy.


b. Family  brand  strategy

c. line  brand  strategy
d. Product  brand  strategy

The correct answer is: Umbrella  brand  strategy.


Question 5

Correct
Mark 1 out of 1

In  marketing,  the  term  product:

a. Never  refers  to  such  things  as  package  design,  brand  name, 
b. Refers  only  to  tangible  items  that  can  be  seen,  tasted,  or  touched
c. Is  a  broad  concept  that  encompasses  the  satisfaction  of  consumer  needs

d. Is  limited  in  meaning  to  goods,  services,  and  ideas  only

The correct answer is: Is  a  broad  concept  that  encompasses  the  satisfaction  of  consumer  needs

Question 6

Incorrect
Mark 0 out of 1

Which  of  the  following  is  the  characteristic  of  personality  of  a  brand?

a. Durability.
b. Color.

c. Packaging.
d. Logo.

The correct answer is: Packaging.

Question 7

Incorrect
Mark 0 out of 1

What  is  the  brand  mark?

a. The  visual  brand  identity,  consisting  of  design  and  symbols  protected  for  the  owner's  sole  use.
b. Specifically  the  visual  brand  identity,  consisting  of  design  and  symbols.

c. Brand  name  or  logo  registered  and  protected  for  the  owner's  sole  use.
d. The  legal  name  of  an  organisation

The correct answer is: Brand  name  or  logo  registered  and  protected  for  the  owner's  sole  use.
Question 8

Correct
Mark 1 out of 1

Some  companies  are  blending  their  corporate  social  responsibility  initiatives  with  their  marketing activities  in  what  is  called 
_____  marketing.

a. cause­related.
b. corporate  responsible 

c. special  events.
d. socially  responsible.

The correct answer is: corporate  responsible 

Question 9

Incorrect
Mark 0 out of 1

Is  the  brand  value  'caring'

a. A  value  specific  to  only  a  small  number  of  charities


b. A  value  perceived  as  being  shared  by  charities  serving  a  specific  category  of  cause.

c. A  value  perceived  as  being  shared  by  various  charities
d. None  of  these

The correct answer is: A  value  perceived  as  being  shared  by  various  charities
Question 10

Incorrect
Mark 0 out of 1

When  Brand  management  becomes  the  heart  of  marketing  then  which  one  becomes  the  heart  of brand  management?

a. Brand  assets.
b. Owner  equity.

c. Brand  value.
d. Brand  equity

The correct answer is: Brand  equity

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Advertising & Brand Management
Dashboard / My courses / Advertising & Brand Management / Unit I - Introduction to Advertising / Self Assessment Quiz - Unit I

Started on Wednesday, 25 January 2023, 11:58 PM

State Finished

Completed on Thursday, 26 January 2023, 12:07 AM

Time taken 9 mins 5 secs

Grade 8 out of 10 (80%)

Question 1

Correct
Mark 1 out of 1

____  software  provides  a  set  of  Web­based  applications  that  automate  and  integrate  such activities  as  project  management, 
campaign  management, etc.

a. Evaluation  and  control


b. Enterprise  marketing management
c. Efficiency  control.
d. Marketing  resource  management

The correct answer is: Marketing  resource  management


Question 2

Correct
Mark 1 out of 1

Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.

a. promotional tools used for pull strategies but not push strategies
b. promotional tools used for push strategies but not pull strategies
c. communications channels focused more on narrowcasting than broadcasting
d. communications channels that should be integrated under the concept of integrated marketing
communications.

The correct answer is: communications channels that should be integrated under the concept of integrated marketing
communications.

Question 3

Incorrect
Mark 0 out of 1

A  strong  brand.

a. offers  greater  potential  to  charge  a  premium  price.


b. All the given options
c. Provides  large  base  of  loyal  customers.

d. Helps  to  recover  development  and  launch  costs.

The correct answer is: offers  greater  potential  to  charge  a  premium  price.
Question 4

Correct
Mark 1 out of 1

Rising  customer  expectations,  changing  employee  expectations,government legislationsandpressure  are  all  forces  driving 
companies  to  practise 

a. corporate  social  responsibility.



b. competitive  cooperation.
c. total  quality  management.
d. consumer  partnerships.

The correct answer is: corporate  social  responsibility.

Question 5

Correct
Mark 1 out of 1

Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
_____

a. direct marketing
b. personal selling
c. sales promotion
d. advertising

The correct answer is: advertising


Question 6

Correct
Mark 1 out of 1

At  the  introduction  stage  of  the  Product  Life  Cycle  (PLC)  which  of  the  following  are  the marketers'  two  main  priorities?

a. Creating  shelf  space  and  generating  awareness


b. Generating awareness and stimulating responses

c. Stimulating  responses  and  stimulating  trial
d. Launch planning and creating shelf space.

The correct answer is: Generating awareness and stimulating responses

Question 7

Incorrect
Mark 0 out of 1

A  fashion  clothing  company  getting  into  perfumes  is  an  example  of

a. Complementary.
b. awareness  and  reputation  of  parent
c. know­how  transferability
d. perceived  difficulty  to  manufacture.

The correct answer is: Complementary.


Question 8

Correct
Mark 1 out of 1

_____  occurs  when  consumers  no  longer  associate  a  brand  with  a  specific  product  or  highly  similar products  and  start 
thinking  less  about  the  brand

a. Brand  apathy.
b. Brand  neglect
c. Brand  ignorance
d. Brand  dilution

The correct answer is: Brand  dilution

Question 9

Correct
Mark 1 out of 1

This  is  a  measure  of  the  value  of  a  brand.  It  is  an  assessment  of  a  brand's  physical  assets  plus  a  sum that  represents 
their  reputation  or  goodwill:

a. Brand  awareness
b. Brand  attitude
c. Brand  personality
d. Brand  equity.

The correct answer is: Brand  equity.


Question 10

Correct
Mark 1 out of 1

During which stage  product  managers  try  to  stimulate  sales  by  modifying  other  marketingprogram  elements

a. maturity

b. end
c. introduction
d.   growth.

The correct answer is: maturity

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Advertising & Brand Management
Dashboard / My courses / Advertising & Brand Management / Unit II - Advertising Media / Self Assessment Quiz - Unit II

Started on Friday, 27 January 2023, 4:48 PM

State Finished

Completed on Friday, 27 January 2023, 5:01 PM

Time taken 13 mins 1 sec

Grade 5 out of 10 (50%)

Question 1

Correct
Mark 1 out of 1

The  criteria  of  Davies  199b.  for  retail  brand  status  are  well  established  as  a  benchmark.  The  retail brand  must

a. be  differentiated  within  the  competitive  environment;  have  an  image  of  quality that commands aprice  premium;  have  a 
separate  existence  to  the  corporation  that  would  facilitate  licensing;  provide  a symbolic  value  to  the  customer

b. be differentiated within the competitive environment; have an image of quality
that commands aprice premium; have a separate existence to the corporation that would facilitate licensing; provide a symbolic
value to the customer
c. be differentiated within the company's merchandise range; have an image of quality that comma nds a price premium; have a
separate existence to the corporation that would facilitate licensing; provide a symbolic value to the customer
d. be undifferentiated within the competitive environment; have an image of quality that commandsa price premium; have a separate
existence to the corporation that
would facilitate licensing; provide a symbolic value to the customer

The correct answer is: be  differentiated  within  the  competitive  environment;  have  an  image  of 
quality that commands aprice  premium;  have  a  separate  existence  to  the  corporation  that  would  facilitate  licensing; 
provide  a symbolic  value  to  the  customer
Question 2

Incorrect
Mark 0 out of 1

Which  of  the  following  tasks  would  not  be  performed  by  product  or  brand  manager?

a. Initiating  product  improvements



b. Developing  a  long­range  strategy  for  the  product
c. Preparing  for  an  annual  marketing  plan
d. Arranging  for  the  financing  of  the  new  product  launch

The correct answer is: Arranging  for  the  financing  of  the  new  product  launch

Question 3

Incorrect
Mark 0 out of 1

The  value  that  consumers  attach  to  a  brand  attribute  is  known  as  the

a. equity.
b. image.
c. benefit.
d. attribute.

The correct answer is: benefit.


Question 4

Incorrect
Mark 0 out of 1

In  the  maturity  stage  of  the  product  life  cycle  which  of  the  following  are  true?

a. Heavy  price  competition  Minor  product  improvements  may  be  seen  the  market is saturated andstable.
b. Minor  product  improvements  may  be  seen  The  market  is  saturated  and  stable  Distribution  is  easy to  handle.
c. Heavy  price  competition  The  market  is  saturated  and  stable  Distribution  is  easy  to  handle.
d. The  market  is  saturated  and  stable  Distribution  is  easy  to  handle  decreased marketing communications.

The correct answer is: Heavy  price  competition  Minor  product  improvements  may  be  seen  the  market is saturated
andstable.

Question 5

Incorrect
Mark 0 out of 1

Multinational  companies  that  market  goods  and  services  in  Indonesia  and  Singapore  are  most affected  by  which  trade 
association

a. ASEAN.

b. NAFTA.
c. the  European  Community
d. Asian community

The correct answer is: Asian community


Question 6

Incorrect
Mark 0 out of 1

Which  of  the  following  is  the  best  explanation  of  'primary  demand'  for  a  product?

a. Demand  for  the  class  of  product


b. Demand for the choice of product

c. Demand  for  the  consumer
d. Demand  for  a  specific  brand

The correct answer is: Demand  for  the  class  of  product

Question 7

Correct
Mark 1 out of 1

To  be  successful,  the  company  must  have  all  its________  at  work  to  deliver  superior  value.

a. communication.
b. resources.

c. brands.
d. employees.

The correct answer is: resources.

Question 8

Correct
Mark 1 out of 1

This  is  the  process  by  which  two  established  brands  work  together,  either  on  one  product  or service:

a. Brand  awareness
b. Child­brand.
c. Co­branding

d. Parent  brand

The correct answer is: Co­branding


Question 9

Correct
Mark 1 out of 1

What  is  the  first  step  in  the  process  of  building  a  brand?

a. manage the brand through its lifecycle.
b. calculate  existing  brand  equity.
c. measure  and  interpret  brand  performance.
d. identify  and  establish  brand  values  and  positioning  strategy.

The correct answer is: identify  and  establish  brand  values  and  positioning  strategy.

Question 10

Correct
Mark 1 out of 1

The  strategy  involving  the  introduction  of  a  standardized  product  with  the  same  promotion strategy  throughout  the  world 
market  is  known  as:

a. product  adaptation
b. promotion  adaptation
c. dual  adaptation
d. straight  extension

The correct answer is: straight  extension

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Advertising & Brand Management
Dashboard / My courses / Advertising & Brand Management / Unit II - Advertising Media / Self Assessment Quiz - Unit II

Started on Friday, 3 February 2023, 8:36 PM

State Finished

Completed on Friday, 3 February 2023, 8:47 PM

Time taken 11 mins 48 secs

Grade 6 out of 10 (60%)

Question 1

Incorrect
Mark 0 out of 1

When  two  brands  join  hands  to  create  one  brand  by  using  strong  expression.  This  is  known  as:

a. Brand  management.

b. Bundling.
c. None of these
d. Branding.

The correct answer is: Bundling.


Question 2

Correct
Mark 1 out of 1

Who  is  responsible,  in  the  marketing  organization,  for  building  a  brand?

a. the  account  manager


b. the  brand  manager

c. the  media  buyer.
d. the  equity  expert.

The correct answer is: the  brand  manager

Question 3

Correct
Mark 1 out of 1

Introducing  additional  items  in  the  same  product  category  by  adding  new  flavours, forms, colors,ingredients  or  package 
size  under  the  same  brand  name  is  regarded as:

a. Line  extensions.

b. service  intangibility.
c. Interactive  marketing.
d. Product  mix.

The correct answer is: Line  extensions.


Question 4

Incorrect
Mark 0 out of 1

The  Duracell  brand  stands  for  dependability.  This  is  an  example  of  branding  allowing  for  the creation  and  development  of

a. equity.
b. an  image.
c. a  price  positioning
d. loyalty

The correct answer is: an  image.

Question 5

Correct
Mark 1 out of 1

The  prices  of  luxury  products  fall  under:

a. segment  pricing.
b. Strategic  account  pricing.
c. Skim  pricing

d. plus­one  pricing.

The correct answer is: Skim  pricing

Question 6

Incorrect
Mark 0 out of 1

What  is  the  part  of  the  brand  that  can  be  spoken?

a. logo.
b. wordmark
c. brand  equity.
d. brand  name. 

The correct answer is: logo.


Question 7

Correct
Mark 1 out of 1

Which of the following organizations has jurisdiction to determine if advertisements are deceptive or misleading?

a. Federal Trade Commission



b. Truth in Advertising Council
c. Food and Drug Administration
d. Better Business Bureau

The correct answer is: Federal Trade Commission

Question 8

Incorrect
Mark 0 out of 1

The  Maytag  brand  stands  for  dependability.  This  is  an  example  of  branding  allowing  for  the creation  and  development  of

a. equity.
b. a trademark

c. an image
d. loyalty.

The correct answer is: an image

Question 9

Correct
Mark 1 out of 1

Intel  Inside  is  a  classic  example  of  which  one  of  the  following?

a. Bundling.
b. Effective  packaging.
c. Joint  venture.
d. Ingredient  co­branding.

The correct answer is: Ingredient  co­branding.


Question 10

Correct
Mark 1 out of 1

The  main  motive  for  co­branding  is

a. lack  of  financial  resources  on  the  part  of  either  partner
b. the  expectations  for  synergies  that  create  value  for  both  participants,  above  the  value  that  they would  expect  to  generate 
on  their  own.

c. none  of  these.
d. lack  of  financial  resources  on  the  part  of  either  partner

The correct answer is: the  expectations  for  synergies  that  create  value  for  both  participants,  above  the  value  that  they
would  expect  to  generate  on  their  own.

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Advertising & Brand Management
Dashboard / My courses / Advertising & Brand Management / Unit II - Advertising Media / Self Assessment Quiz - Unit II

Started on Friday, 3 February 2023, 11:43 PM

State Finished

Completed on Friday, 3 February 2023, 11:57 PM

Time taken 14 mins 3 secs

Grade 8 out of 10 (80%)

Question 1

Correct
Mark 1 out of 1

These  are  brands  developed  by  the  wholesalers,  distributors, dealers  and  retailers  who  make  up  the distribution  channel. 
Sometimes  referred  to  as  own­label  brands

a. Distributor  brands

b. Generic  brands
c. Manufacturer brands
d. Co­branding

The correct answer is: Distributor  brands


Question 2

Correct
Mark 1 out of 1

Global  branding  is  a  branding  alternative  that  bears  great  advantages  such  as:

a. all  of these.

b. ion  of  brand  confusion,  easy  identification  and  recognition.
c. reduction  of  advertising  costs
d. uniform  world­wide  image

The correct answer is: all  of these.

Question 3

Correct
Mark 1 out of 1

Who  in  the  marketing  organization  is  responsible  for  building  a  brand?

a. the  media  buyer.


b. the  brand  manager.

c. the  account  manager.
d. the  CEO.

The correct answer is: the  brand  manager.


Question 4

Correct
Mark 1 out of 1

Bridson  and  Evans  (200d.  suggest  that  when  building  brands  fashion  retailers  can  particularly benefit  from  focusing  on 
four  key  advantages

a. Merchandise  advantage;  customer  service  advantage;  customer  communication  advantage; location  advantage.
b. Merchandise  advantage;  price  advantage;  customer  communication  advantage;  trading
c. Location  advantage;  customer  service  advantage;  customer  communication  advantage;  trading format  advantage.
d. Merchandise  advantage;  customer  service  advantage;  customer  communication  advantage; trading  format  advantage

The correct answer is: Merchandise  advantage;  customer  service  advantage;  customer  communication  advantage; trading 
format  advantage

Question 5

Incorrect
Mark 0 out of 1

Media critics (movie, music, television) are protected more by defamation laws because of the notion of

a. shield laws

b. Media Sunshine laws
c. fair comment
d. fair use

The correct answer is: fair comment


Question 6

Incorrect
Mark 0 out of 1

What  is  the  part  of  the  brand  that  can  be  spoken?

a. trademark.
b. logo.

c. brand  name
d. wordmark

The correct answer is: brand  name

Question 7

Correct
Mark 1 out of 1

These  goods  bought  infrequently,  which  are  used  repeatably  and  which  involve  a  reasonably  high level  of  consumer  risk:

a. Durable goods

b. Impulse  goods
c. Non­durable  goods
d. Luxury  goods

The correct answer is: Durable goods

Question 8

Correct
Mark 1 out of 1

These  are  non­durable  goods  or  services,  often  bought  with  little  pre­purchase  thought  or consideration:

a. Impulse  products
b. Convenience  products

c. Luxury products
d. Manufacturer  products

The correct answer is: Convenience  products


Question 9

Correct
Mark 1 out of 1

This  is  a  term  used  to  refer  to  the  process  when  a  successful  brand  is  used  to  launch  a  new  product into  a  new  market:

a. Brand  follower
b. .  Brand  equity
c. Brand extension

d. Brand  leader

The correct answer is: Brand extension

Question 10

Correct
Mark 1 out of 1

The protection of a creative work from unauthorized use is known as

a. fair use
b. copyright

c. libel
d. slander

The correct answer is: copyright

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Advertising & Brand Management
Dashboard / My courses / Advertising & Brand Management / Unit III - Advertising Budgets & Agencies / Self Assessment Quiz - Unit III

Started on Saturday, 4 February 2023, 12:03 AM

State Finished

Completed on Saturday, 4 February 2023, 12:12 AM

Time taken 9 mins 25 secs

Grade 7 out of 10 (70%)

Question 1

Incorrect
Mark 0 out of 1

The  selling  concept  that  motivates  purchase,  or  the  image  that  marketers  desire  a  brand  to  have  in the  minds  of 
consumers,  is  known  as

a. brand  equity

b. core  values.
c. positioning.
d. trademark

The correct answer is: trademark


Question 2

Incorrect
Mark 0 out of 1

An  agribusiness  begins  marketing  a  hybrid  wheat  seed  to  subsistence  farmers in a developingcountry.  Sluggish  sales  reveal 
that,  although  the  seed  is geographically appropriate, the people don't eatwheat  products.  This  is  an  example  of  which  type 
of  marketing  mistake

a. failing to adapt a distribution system
b. failing  to  adapt  a  product  to  local  expectations
c. failing  to  act  on  feedback
d. failing  to  adapt  a  promotion  to  local  expectations

The correct answer is: failing  to  adapt  a  product  to  local  expectations

Question 3

Incorrect
Mark 0 out of 1

Compared  to  the  high  share  of  private  labelling  in  northern  Europe,  the  share  in  southern  Europe is  no  higher  than:

a. 0.25
b. 0.02

c. 50%.
d. .  10%.

The correct answer is: 0.25


Question 4

Correct
Mark 1 out of 1

Which  of  the  following  is  not  a  good  strategy  to  use  when  selling  a  product  in  the  maturity  stage?

a. tap  into  new  markets.


b. invest  heavily  in  advertising 

c. make  changes  in  style,  features,  or  quality 
d. lower  prices  and  develop  more  sales  promotions 

The correct answer is: invest  heavily  in  advertising 

Question 5

Correct
Mark 1 out of 1

Agency structures are changing as result of changes in

a. Global economies
b. Creative skills development
c. Budgeting methods
d. Clients communication needs

The correct answer is: Clients communication needs


Question 6

Correct
Mark 1 out of 1

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's
targeting strategies.

a. narrowcasting; broadcasting
b. advertising; word-of-mouth
c. media; sales
d. broadcasting; narrowcasting

The correct answer is: broadcasting; narrowcasting

Question 7

Correct
Mark 1 out of 1

This  is  a  commercial  process  whereby  the  trademark  of  an  established  brand  is used by anotherorganisation  over  a 
defined  period  of  time,  in  a  defined  area,  in  return  for  a  fee,  to  develop  another brand:

a. Licensing

b. Brand extension
c. Generic  branding
d. Co­branding

The correct answer is: Licensing


Question 8

Correct
Mark 1 out of 1

Diesel  successfully  competes  with  other  fashion  labels  because  of the  image  it  represents  to  ayouthful,  stylish  audience. 
What  type  of  positioning  strategy  does  this  represent?

a. channel
b. innovation.
c. lifestyle.

d. head­on

The correct answer is: lifestyle.

Question 9

Correct
Mark 1 out of 1

______  are  fashions  adopted  quickly  by  the  public  but  which  peak  early  and  decline  very  fast.

a. Generic  products
b. Sporting  products
c. Arts
d. Fads.

The correct answer is: Fads.


Question 10

Correct
Mark 1 out of 1

______  implies  that  the  export  price  quote  includes  the  cost  of  delivery  to  the  importer's  premises.

a. Ex­works
b. Delivered  ex­quay.
c. Delivery  duty  paid

d. Free  on  board

The correct answer is: Delivery  duty  paid

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Advertising & Brand Management
Dashboard / My courses / Advertising & Brand Management / Unit III - Advertising Budgets & Agencies / Self Assessment Quiz - Unit III

Started on Saturday, 4 February 2023, 12:12 AM

State Finished

Completed on Saturday, 4 February 2023, 12:14 AM

Time taken 1 min 39 secs

Grade 3 out of 10 (30%)

Question 1

Incorrect
Mark 0 out of 1

The  value  that  consumers  attach  to  a  brand  attribute  is  known  as  the

a. image  .
b. equity

c. benefit.
d. core  value

The correct answer is: benefit.


Question 2

Incorrect
Mark 0 out of 1

In  international  marketing  it  is  much  easier  to

a. standardize  the  core  product  benefits  across  markets  rather  than  to  standardize  the  support services.
b. standardize  the  after­sales  service  of  a  product  across  markets  than  it  is  to  standardize  staff behaviour

c. standardize  the  quality  of  a  product  across  markets  than it  is to standardize  its  image.
d. standardize  the  brand  across  markets  rather  than  to  standardize  the  core  product  benefits.

The correct answer is: standardize  the  core  product  benefits  across  markets  rather  than  to  standardize  the  support
services.

Question 3

Incorrect
Mark 0 out of 1

The  growth  stage  is  characterized  by:

a. rapid  sales  growth  and  increased  competition.


b. growing  sales  and  declining  profits.
c. lower  prices  and  decreased  competition 
d. rapid  sales  growth  and  low  marketing  expenditures.

The correct answer is: rapid  sales  growth  and  increased  competition.
Question 4

Incorrect
Mark 0 out of 1

In selecting an advertising agency, without clear _______as a sound starting point you have little chance of success. Complete the
blank.

a. Ideas

b. Tasks
c. Roles
d. Briefs

The correct answer is: Briefs

Question 5

Correct
Mark 1 out of 1

.Diesel  successfully  competes  with  other  fashion  labels  because  of  the  image  it represents to ayouthful,  stylish  audience. 
What  type  of  positioning  strategy  does  this  represent?

a. channel.
b. lifestyle

c. head­on.
d. innovation.

The correct answer is: lifestyle


Question 6

Incorrect
Mark 0 out of 1

The  length  of  each  phase  of  the  product  life  cycle  is:

a. six  months.
b. two  years.

c. variable.
d. one  year.

The correct answer is: variable.

Question 7

Correct
Mark 1 out of 1

.Here's  what  the  product  is.  Here's  what  the  product  does  is  the  straight forward  explanation  of this  type  of  positioning 
strategy

a. leadership
b. product  differentiation

c. innovation.
d. price

The correct answer is: product  differentiation


Question 8

Incorrect
Mark 0 out of 1

The  content  of  most  advertising  in  any  medium  usually  includes

a. celebrities.
b. brand elements
c. leadership  positioning

d. disclaimers.

The correct answer is: brand elements

Question 9

Correct
Mark 1 out of 1

A  brand  manager  usually  reports  to:

a. a  committee  of  marketing  executives.


b. a  marketing  manager.

c. a  category  manager.
d. a  venture  team.

The correct answer is: a  marketing  manager.

Question 10

Incorrect
Mark 0 out of 1

Which of  the  following  situations  illustrates  country­of­origin  effects?

a. consumers  in  country  A  reject  products  from  country  B  because  of  hostility  between  the  two cultures
b. consumers  associate  specific  goods  with  specific  countries

c. consumers  evaluate  product  quality  based  on  where  it  is  manufactured
d. All the given options

The correct answer is: All the given options


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Advertising & Brand Management
Dashboard / My courses / Advertising & Brand Management / Unit III - Advertising Budgets & Agencies / Self Assessment Quiz - Unit III

Started on Saturday, 4 February 2023, 12:14 AM

State Finished

Completed on Saturday, 4 February 2023, 12:15 AM

Time taken 51 secs

Grade 5 out of 10 (50%)

Question 1

Incorrect
Mark 0 out of 1

Which  of  the  following  brands  ranked  in  the  world's  top  10  in  Business  Week's  "The  100  Top Brands"?

a. Dell

b. Ford.
c. Budweiser
d. Nokia.

The correct answer is: Nokia.


Question 2

Correct
Mark 1 out of 1

Core  values  are  the  primary  attributes  and  benefits  a  brand  delivers.  An  attribute  is  a

a. descriptive feature

b. packaging  detail.
c. drawback.
d. trademark.

The correct answer is: descriptive feature

Question 3

Incorrect
Mark 0 out of 1

These  are  brands  created  and  sustained  by  producers  who  seek  widespread awareness anddistribution  because  there  is 
high  demand  for  these  brands:

a. Generic  brands

b. Manufacturer brands.
c. Distributor  brands
d. Co­branding

The correct answer is: Manufacturer brands.


Question 4

Correct
Mark 1 out of 1

Which of the following is not a recognised method of setting advertising budgets?

a. Share of market

b. Percentage of gross margin
c. Share of voice
d. Competitive parity

The correct answer is: Share of market

Question 5

Incorrect
Mark 0 out of 1

Which  of  the  following  does  not  contribute  to  price  escalation  in  foreign  markets?

a. VAT.

b. Product  image
c. Shipping  charges
d. Insurance  charges

The correct answer is: Product  image


Question 6

Incorrect
Mark 0 out of 1

These  goods  are  low  priced  products  which  are  bought  frequently,  are  used just  once  and  which incur  low  levels  of 
purchase  risk:

a. Durable.

b. Luxury
c. Generic.
d. Non­durable.

The correct answer is: Non­durable.

Question 7

Incorrect
Mark 0 out of 1

Which  of  the  following  statements  about  cross­cultural  psychographic  segmentation is NOT true?

a. Consumer  values  give  international  marketers  insight  into  how consumers think, why theybehave  in  certain  ways  and 
appropriate  communication  forms

b. Psychographics  can  be  used  to  segment  international  markets
c. consumers  are  the  same,  whether  they  are  in  Australia  or  foreign  markets
d. Differences amongst  international  consumers  are  important  in determining their satisfaction with products

The correct answer is: consumers  are  the  same,  whether  they  are  in  Australia  or  foreign  markets
Question 8

Correct
Mark 1 out of 1

These  are  a  group  of  people  in  the  process  of  diffusion  who  enjoy  being  at  the  leading  edge  of innovation  and  buy  into 
new  products  at  an  early  stage:

a. Early  adopters

b. Late  majority
c. Early  majority
d. Laggards.

The correct answer is: Early  adopters

Question 9

Correct
Mark 1 out of 1

When  a  company  adapts  their  advertising  messages  to  the  specific  values  of particular  cultures, the  company  may  be 
referred  to  as  a  __________  company?

a. local.

b. global.
c. World  brand.
d. standardised.

The correct answer is: local.


Question 10

Correct
Mark 1 out of 1

The  strategy  consisting  of  adapting  both  product  and  promotion  for  each  market  is  known  as:

a. dual  adaptation

b. promotion  adaptation
c. product  adaptation
d. straight  extension

The correct answer is: dual  adaptation

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Advertising & Brand Management
Dashboard / My courses / Advertising & Brand Management / Unit IV - Brand Management / Self Assessment Quiz - Unit IV

Started on Saturday, 4 February 2023, 12:32 AM

State Finished

Completed on Saturday, 4 February 2023, 12:35 AM

Time taken 3 mins 24 secs

Grade 0 out of 10 (0%)

Question 1

Incorrect
Mark 0 out of 1

Which of the processes below is NOT a recognised process of brand management?

a. Firmly establish the brand meaning in customer’s minds


b. Ensure identification of the brand with customers and an association of the brand in customers’ minds with
a specific market offering (product or service) class or customer need

c. Elicit the proper customer responses to this brand identity and brand meaning
d. Introduction of new branded market offerings that cannibalise the original house brand

The correct answer is: Introduction of new branded market offerings that cannibalise the original house brand
Question 2

Incorrect
Mark 0 out of 1

The  major  disadvantage  of  test  marketing  a  product  is  that  it:

a. lets  competitors  know  about  a  product 


b. is  costly.
c. is  time  consuming  .

d. is  not  reliable.

The correct answer is: lets  competitors  know  about  a  product 

Question 3

Incorrect
Mark 0 out of 1

Which  of  the  following  is  the  rate  at  which  a  market  adopts  an  innovation?

a. Adoption  process

b. Adoption lifecycle
c. Process  of  differentiation
d. Process  of  diffusion

The correct answer is: Process  of  diffusion


Question 4

Incorrect
Mark 0 out of 1

What  is  a  key  influencer  in  the  buying  decision  for  durable  goods like  cars  and  computers  isbecoming  increasingly 
important  for  unpackaged  goods?

a. convenience.
b. function

c. technology.
d. design.

The correct answer is: design.

Question 5

Incorrect
Mark 0 out of 1

Characters  are  a  common  brand  element.  Which of  the  following character  icons  is  considered  oneof  the  top  10 
advertising  icons  of  the 20th  century?

a. The  man  from  Glad



b. Colonel  Sanders
c. Betty  Crocker
d. The  Trix  bunny

The correct answer is: Betty  Crocker


Question 6

Incorrect
Mark 0 out of 1

Which  of  the  following  is  a  form  of  purchase  behaviour  which  occurwhen consumers havesuitable  product  and  purchase 
experience  and  where  they perceive  low  risk?

a. Generic  Regional  Behaviour



b. Habitual  Regional  Behaviour
c. Routinised Response Behaviour
d. Systematic  Response  Behaviour.

The correct answer is: Routinised Response Behaviour

Question 7

Incorrect
Mark 0 out of 1

Cost  and  freight  is  a  popular  term  of  sale  which  implies  that:

a. the  seller  must  provide  for  delivery  of  the  goods  free  alongside,  but  not  on  board,  the transportation  carrier  at  the  point 
of  shipment  and  export.
b. .  the  price  quoted  by  the  seller  applies  at  the  specified  point  of  origin,  usually  the  factory,warehouse,  mins  or  plantation, 
and  the  buyer  is  responsible  for  all  charges  from  this  point.

c.   the  seller's  liability  ends  when  the  goods  are  loaded  on  board  a  carrier  or  are  in  custody  of  the carrier  at  the  export 
dock
d. the  exporter's  price  quote  includes  coverage  of  all  charges  up  to  the  point  when  goods  have  been loaded  on  to  the 
designated  transport  vehicle

The correct answer is:   the  seller's  liability  ends  when  the  goods  are  loaded  on  board  a  carrier  or  are  in  custody  of  the
carrier  at  the  export  dock
Question 8

Incorrect
Mark 0 out of 1

Many  marketers  now  offer  re­-sealable bags as part of their packaging. This  feature  is  an  example of  which  packaging 
function?

a. marketing  the  product


b. eliminating  the  need  for  advertising

c. building  brand  equity
d. providing  convenience

The correct answer is: providing  convenience

Question 9

Incorrect
Mark 0 out of 1

Tariff  levels  from  country  to  country  affect  an  organization's  ______  strategies.

a. processes.
b. product

c. pricing
d. sales  management

The correct answer is: pricing


Question 10

Incorrect
Mark 0 out of 1

A  company  that  uses  a  standardised  product  and  standardised  message  would  adopt what type of strategy?

a. Mixed  strategy

b. Local  strategy
c. Global  strategy
d. Main strategy

The correct answer is: Global  strategy

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Dashboard / My courses / Advertising & Brand Management / Unit IV - Brand Management / Self Assessment Quiz - Unit IV

Started on Saturday, 4 February 2023, 12:35 AM

State Finished

Completed on Saturday, 4 February 2023, 12:39 AM

Time taken 3 mins 22 secs

Grade 8 out of 10 (80%)

Question 1

Correct
Mark 1 out of 1

Which  of  the  following  are  a  type  of  consumer  product  that  are  bought  relatively infrequently andwhich  requires 
consumers  to  update  their  knowledge  prior  to  purchase?

a. Branded products
b. Generic  products
c. Shopping  product.

d. Luxury  product

The correct answer is: Shopping  product.


Question 2

Correct
Mark 1 out of 1

______  involves  charging  a  high  price  to  achieve  the  highest  possible  contribution  in  a  short period  of  time.

a. Skimming

b. Transfer  pricing
c. Penetration  pricing
d. Psychological  pricing

The correct answer is: Skimming

Question 3

Correct
Mark 1 out of 1

According  to  research,  innovators  make  up  ___  %  of  the  population.

a. 2.5.

b. 10
c. 5
d. 7.5.

The correct answer is: 2.5.

Question 4

Incorrect
Mark 0 out of 1

Marketing managers have ________ main challenges when they are creating and managing a brand identity.

a. two
b. six

c. three
d. five

The correct answer is: three


Question 5

Correct
Mark 1 out of 1

Firms  develop  new  products  through:

a. research  and  development.


b. All the given options 

c. mergers.
d. acquisitions.

The correct answer is: All the given options 

Question 6

Correct
Mark 1 out of 1

Studies  have  shown  that  package  changes  in  colours,  graphics,  or  configuration can dramatically alter

a. annual  sales  figures


b. product practicality and performance
c. acceptance  by  retailers
d. consumers'  perception  of  the  same  product

The correct answer is: consumers'  perception  of  the  same  product

Question 7

Incorrect
Mark 0 out of 1

_____________ brand elements are often used to develop strong brands.

a. Two
b. Five
c. Three

d. Multiple

The correct answer is: Multiple


Question 8

Correct
Mark 1 out of 1

Which of the following is a role associated with strategic brand management?

a. All of these

b. Covert the brand responses to a loyal relationship between the customer and the company
c. Identification of the brand with customers
d. Establish brand meaning in the minds of the customer

The correct answer is: All of these

Question 9

Correct
Mark 1 out of 1

A  company  chooses  the  lowest  cost  mode  of  transportation  to  deliver  products.  Unfortunately, thetime  taken  means  that 
the  products  arrive  in  the  host  country  part  way through the annual rainy seasonand  cannot  be  distributed  to  local 
retailers.  This  is  an  example  of  which  type  of  marketing  mistake?

a. failing  to  take  local  economic  conditions  into  consideration


b. failing  to  take  local  infrastructure  and  distibution  systems

c. when  setting  price
d. failing  to  adapt  a  product  to  local  expectations

The correct answer is: failing  to  take  local  infrastructure  and  distibution  systems
Question 10

Correct
Mark 1 out of 1

______  implies  that  the  prices  in  the  individual  countries  may  only  vary  within  a  set  range.

a. Standardized  pricing
b. Barter.
c. Transfer  pricing
d. A  price  corridor

The correct answer is: A  price  corridor

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Advertising & Brand Management
Dashboard / My courses / Advertising & Brand Management / Unit IV - Brand Management / Self Assessment Quiz - Unit IV

Started on Saturday, 4 February 2023, 12:39 AM

State Finished

Completed on Saturday, 4 February 2023, 12:39 AM

Time taken 31 secs

Grade 2 out of 10 (20%)

Question 1

Incorrect
Mark 0 out of 1

Which  of  the  following  is  a  stage  in  the  new  product  development  process,  undertaken when a newproduct  is  tested  with 
a  sample  of  customers,  or  is  launched in a specified geographical area, to  judge customers'  reactions  prior  to  a  national 
launch?

a. Focused  marketing

b. Generic marketing
c. Live  marketing
d. Test  marketing

The correct answer is: Test  marketing


Question 2

Correct
Mark 1 out of 1

Palmolvive  soap,  shampoo  and  moisturizer  brands  belong  to  a  brand:

a. Spectrum
b. Family.

c. Segment
d. Market.

The correct answer is: Family.

Question 3

Correct
Mark 1 out of 1

Which  two  change  factors  are  creating  a  dramatic  shift,  causes  packaging  to  play  a  more significant  role  in  product 
differentiation?

a. media  and  consumer  lifestyles



b. merger  rates  and  private  labels
c. production  methods  and  advertising  vehicles
d. brand  responsibilities  and  salaries

The correct answer is: media  and  consumer  lifestyles


Question 4

Incorrect
Mark 0 out of 1

At  which  stage  of  the  product  life  cycle  will  an  early  adopter  be  most  likely  to  begin  purchasing  a product?

a. saturation.
b. maturity 

c. growth.
d. decline.

The correct answer is: growth.

Question 5

Incorrect
Mark 0 out of 1

Which  of  the  following  are  common  mistakes  made  by  international  marketers?

a. failure  to  modify  products  to  appeal  to  local  customs  and  tastes.
b. failure  to  take  into  consideration  language  issues  such  as  local  usage/slang 

c. All the given options
d. failure  to  understand  the  local  meanings  attached  to  colours.

The correct answer is: All the given options

Question 6

Incorrect
Mark 0 out of 1

Studies  have  shown  that  package  changes  in  colours,  graphics  or  configuration  can  dramatically alter

a. marketing communicationstrategies
b. annual  sales  figures.

c. consumers'  perception  of  the  same  product
d. acceptance  by  retailers.

The correct answer is: consumers'  perception  of  the  same  product
Question 7

Incorrect
Mark 0 out of 1

Whichis  the  process  of  establishing  and  maintaining  a  distinctive  place  in  the  market  for  an organisation  or  its  specific 
product  offers

a. Segmentation.
b. Targeting.

c. Positioning.
d. Profiling

The correct answer is: Positioning.

Question 8

Incorrect
Mark 0 out of 1

Combining  both  early­  and  late­majority  consumers  represents  ____%  of  the  population.

a. 68
b. .  50.

c. 33
d. 40

The correct answer is: 68


Question 9

Incorrect
Mark 0 out of 1

At  the  screening  stage  of  product  development:

a. a  prototype  is  developed.


b. different  ideas  are  compared  using  a  rating  checklist.
c. a  complete  marketing  plan  is  developed
d. consumer  reaction  is  solicited.

The correct answer is: different  ideas  are  compared  using  a  rating  checklist.

Question 10

Incorrect
Mark 0 out of 1

A  culture  supporting  openness  to  change  emphasises  __________  thought while a culture supporting  conservation  values 
__________  and  __________  practices.

a. into  consideration
b. individual;  self­restriction;  non­conventional
c. individual;  self­expression;  traditional

d. individual;  self­restriction;  traditional

The correct answer is: individual;  self­restriction;  traditional

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Advertising & Brand Management
Dashboard / My courses / Advertising & Brand Management / Unit V - Brand Equity / Self Assessment Quiz - Unit V

Started on Saturday, 4 February 2023, 12:41 AM

State Finished

Completed on Saturday, 4 February 2023, 12:45 AM

Time taken 4 mins 9 secs

Grade 3 out of 10 (30%)

Question 1

Incorrect
Mark 0 out of 1

.In  developing  a  marketing  strategy,  why  might  an  organisation  use  a  positioning  map?

a. To  discover  what  position  new  entrants  might  move  into  in  the  market.
b. To  see  whether  the  company  has  a  competitive  advantage  over  its  competitors.

c. .  To  see  how  many  competitors  there  are  in  the  market.
d. To  understand  more  about  the  dimensions  of  customer  value.

The correct answer is: To  discover  what  position  new  entrants  might  move  into  in  the  market.
Question 2

Incorrect
Mark 0 out of 1

Logos  are  an  important  part  of  corporate  visual  identity.  Which  of  the  following  statements  about the  attributes  of  a  good 
logo  is  UNTRUE?

a.   It  is  a  classic  design  that  does  not  need  to  be  updated  to  keep  it  in  tune  with  styles  and  fashions
b. It  should  encapsulate  the  values  of  the  brand  and  provide  an  immediate  reminder  of  the  brand each  time  it  is  seen  by 
customers  and  potential  customers.

c. It  should  not  be  over  complicated
d. It  stresses  particular  advantages  of  a  product  or  organization.

The correct answer is:   It  is  a  classic  design  that  does  not  need  to  be  updated  to  keep  it  in  tune  with  styles  and 
fashions

Question 3

Incorrect
Mark 0 out of 1

When  Procter  &  Gamble  introduced  Crest  with  tartar  control,  with  whiteners,  with  sparkles,  and  so on,  it  was  practicing:

a. Branding.
b. Line  Extensions.
c. Brand  extension

d. co­branding.

The correct answer is: Line  Extensions.


Question 4

Incorrect
Mark 0 out of 1

Brand equity is a result of

a. Differences in consumer response


b. None of these
c. Both of these

d. Similarity in consumer response

The correct answer is: Differences in consumer response

Question 5

Incorrect
Mark 0 out of 1

Branding  assists  buyers  in  numerous  ways.  Which  of  the  following  is  not  a  direct  consumer benefit  derived  from  branding?

a. Branding  enables  suppliers  to  attract  loyal  and  profitable  set  of 
b. Brand  names  convey  product  quality
c. Brand  names  increase  shopper  efficiency.
d. Brand  names  raise  awareness  and  increase  consumer  interest.

The correct answer is: Branding  enables  suppliers  to  attract  loyal  and  profitable  set  of 

Question 6

Correct
Mark 1 out of 1

A  brand  is  a  _______.

a. A  combination  of  All the given options



b. Term
c. Name.
d. Sign

The correct answer is: A  combination  of  All the given options
Question 7

Correct
Mark 1 out of 1

What  elements  constitute  a  brand?

a. Name,  design,  style,  words  or  symbols,  singly  or  collectively  that  distinguish one product from another.

b. Name,  design,  style,  words  or  symbols,  that  distinguish  one  product  from  another.
c. .  Name,  words  or  symbols,  singly  or  collectively  that  distinguish  one  product  from  another.
d. Design,  style,  or  symbols,  singly  or  collectively  that  distinguish  one  product  from  another

The correct answer is: Name,  design,  style,  words  or  symbols,  singly  or  collectively  that  distinguish one product from
another.

Question 8

Correct
Mark 1 out of 1

Which of the following statement is true?

a. All of these

b. Branding helps to organize inventory
c. Branding helps in getting a competitive advantage
d. Brand signals a certain level of quality

The correct answer is: All of these


Question 9

Incorrect
Mark 0 out of 1

During  the  _____  stage  prices  remain  where  they  are  or  fall  slightly.

a. maturity.
b. growth.
c. decline.

d. introduction.

The correct answer is: growth.

Question 10

Incorrect
Mark 0 out of 1

A  possible  downside  of  branding  a  nonprofit  is  that

a. The  organization  can  spend  large  sums  building  up  the  brand

b. It  can  act  as  a  barrier  to  collaboration
c. It  diverts  money  that  could  be  spent  on  service  provision
d. All the given options

The correct answer is: All the given options

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Dashboard / My courses / Advertising & Brand Management / Unit V - Brand Equity / Self Assessment Quiz - Unit V

Started on Saturday, 4 February 2023, 12:46 AM

State Finished

Completed on Saturday, 4 February 2023, 12:52 AM

Time taken 6 mins 39 secs

Grade 7 out of 10 (70%)

Question 1

Correct
Mark 1 out of 1

Attributes  or  benefits  consumers  strongly  associate  with  a  brand,  such  as  FedEx­guaranteed overnight  delivery­are  called 
_____.

a. competitive  framing.
b. points­of­difference

c. image  parity
d. points­of­parity

The correct answer is: points­of­difference


Question 2

Correct
Mark 1 out of 1

_____  is  the  added  value  endowed  to  products  and  services.

a. Trademarking.
b. Differentiation.
c. Brand  equity

d. Branding

The correct answer is: Brand  equity

Question 3

Incorrect
Mark 0 out of 1

A  brand  book

a. Offers  the  opportunity  for  stakeholder  consultation  and  buy­in


b. Describes  the  journey  that  the  brand  will  take  a  supporter  on
c. Provides  the  detail  of  what  the  brand  is  what  it  stands  for and  how  it  will  be  communicated.  

d. Maps  a  year  in  the  life  of  specific  groups  of  stakeholders

The correct answer is: Offers  the  opportunity  for  stakeholder  consultation  and  buy­in

Question 4

Correct
Mark 1 out of 1

Which  of  the  following  benefits  is  not  communicated  and  delivered  by  tangible  product attributes?

a. Effectiveness  of  product



b. Quality.
c. Style.
d. Design

The correct answer is: Effectiveness  of  product


Question 5

Incorrect
Mark 0 out of 1

Companies  that  produce  many  products  flowing  into  many  markets,  such  as  DuPont,  may  adopt  a _____  organization.

a. market  management.

b. corporate­divisional.
c. matrix  management.
d. geographical.

The correct answer is: matrix  management.

Question 6

Correct
Mark 1 out of 1

______  are  those  trademarked  devices  that  serve  to  identify  and  differentiate  the  brand.

a. Brand  mark.
b. Brand differentiation
c. Brand  elements

d. Brand  equity

The correct answer is: Brand  elements

Question 7

Correct
Mark 1 out of 1

Marketing  is  about  mixing  and  matching  marketing  activities  to  maximize their  individual and  collective  effects.

a. Complimentary.
b. Integrating.

c. Customizing.
d. Personalizing.

The correct answer is: Integrating.


Question 8

Correct
Mark 1 out of 1

Colours  have  often  come  to  be  associated  with  certain  product  features.  In  western  countries,  the combination  of  red  and 
yellow  is  often  used  to  signify:

a. A  product  with  a  lot  of  features


b. Advanced  technology
c. An  emotional  attribute
d. Speed

The correct answer is: Speed

Question 9

Correct
Mark 1 out of 1

A  _____  is  a  basic  and  distinctive  mode  of  expression  appearing  in  a  field  of  human  endeavor

a. fad.
b. fashion.
c. style.

d. cycle.

The correct answer is: style.


Question 10

Incorrect
Mark 0 out of 1

There are __________ key elements of customer-based brand equity.

a. Three
b. None of these
c. Five
d. Four

The correct answer is: Three

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Advertising & Brand Management
Dashboard / My courses / Advertising & Brand Management / Unit V - Brand Equity / Self Assessment Quiz - Unit V

Started on Saturday, 4 February 2023, 12:53 AM

State Finished

Completed on Saturday, 4 February 2023, 12:53 AM

Time taken 29 secs

Grade 1 out of 10 (10%)

Question 1

Incorrect
Mark 0 out of 1

Companies  producing  a  variety  of  products  and  brands  often  establish  a  _____  organization

a. geographic.

b. functional.
c. product­or­brand  management 
d. hub­and­spoke  .

The correct answer is: product­or­brand  management 


Question 2

Incorrect
Mark 0 out of 1

Canon  sells  its  fax  machine  to  consumer,  business,  and  government  markets.  IIn  this  case,  where customers  fall  into 
different  user  groups,  and  is  desirable.

a. functional.

b. product­brand  management
c. market­management.
d. geographic.

The correct answer is: market­management.

Question 3

Incorrect
Mark 0 out of 1

In  terms  of  the  'anatomy  of  a  product',  there  are  three  aspects  to  any  product  or  service.  These  are the  core  benefit  or 
service,  actual  product  and  _________  product.

a. auxiliary.

b. ancillary.
c. augmented. 
d. probable.

The correct answer is: augmented. 


Question 4

Incorrect
Mark 0 out of 1

What  is  defined  as  the  product  mix  width?

a. Defined  by  the  number  of  product  lines  offered


b. Number  of  different  variants  of  a  product
c. None  of  these.

d. Total  number  of  product  items

The correct answer is: Defined  by  the  number  of  product  lines  offered

Question 5

Incorrect
Mark 0 out of 1

Brand  personality  is

a. A  way  of  communicating  the  authority  of  the  brand


b. A  set  of  physical  benefits  the  brand  can  offer.

c. A  set  of  human  attributes  the  brand  possesses
d. A  set  of  emotional  benefits  the  bran  can  offer

The correct answer is: A  set  of  human  attributes  the  brand  possesses

Question 6

Incorrect
Mark 0 out of 1

Marketers can apply a branding on

a. A service
b. Physical good

c. All of these
d. A store and organization

The correct answer is: All of these


Question 7

Correct
Mark 1 out of 1

A  differentiated  product  may  be  unique  in  the  marketplace  but  it  will  only  be  successful  in  which of  the  following 
circumstances?

a. If  the  brand  can  be  classed  as  aspirational


b. Differentiated  products  will  always  be  successful.  
c. .  If  it  satisfies  customers'  needs

d. If  the  price  differential  is  minimal

The correct answer is: .  If  it  satisfies  customers'  needs

Question 8

Incorrect
Mark 0 out of 1

_____  is  consumers'  ability  to  identify  the  brand  under  different  conditions  as  reflected  by  their brand  recognition  or  recall 
performance

a. Brand  preference
b. Brand  image

c. Brand awareness
d. Brand  identity

The correct answer is: Brand awareness


Question 9

Incorrect
Mark 0 out of 1

Which  of  the  following  statements  about  new  product  ideas  is  true?

a. Good  ideas  come  from  highly  trained  individuals.


b. Many  new  products  are  suggested  by  consumers.
c. All the given options  statements  are  true.
d. It  can  take  many  ideas  to  generate  one  successful  product.

The correct answer is: All the given options  statements  are  true.

Question 10

Incorrect
Mark 0 out of 1

Which  of  the  following  statements  about  concept  development  and  testing  is true?

a. A  concept  test  requires  the  development  of  an  actual  working  model  of  the  product.
b. None  of  the  given  statements  are  true.

c. is  basically  the  same  as  test  marketing.
d. This  process  only  measures  consumer  acceptance  of  new  product  idea.

The correct answer is: This  process  only  measures  consumer  acceptance  of  new  product  idea.

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Advertising & Brand Management
Dashboard / My courses / Advertising & Brand Management / Pre-Final Test (Mock Test) / Pre-Final Test (Mock Test)

Started on Thursday, 9 February 2023, 10:51 PM

State Finished

Completed on Thursday, 9 February 2023, 10:52 PM

Time taken 41 secs

Grade 2 out of 100

Question 1

Correct
Mark 1 out of 1

A trademark is represented by several key characteristics. Which of the following is one of them?

a. A trademark may not be used in copyrighting course packets.


b. A trademark identifies a product's origin.

c. Trademarks are "shorthand" for retailers to use in determining pricing strategy.
d. Slogans are not covered under trademark law.

The correct answer is: A trademark identifies a product's origin.


Question 2

Not answered
Marked out of 1

These  are  brands  developed  by  the  wholesalers,  distributors, dealers  and  retailers  who  make  up  the distribution  channel. 
Sometimes  referred  to  as  own­label  brands

a. Manufacturer brands
b. Distributor  brands
c. Co­branding
d. Generic  brands

The correct answer is: Distributor  brands

Question 3

Not answered
Marked out of 1

_____  occurs  when  customers  experience  the  company  as  delivering  on  its  brand  promise.

a. Brand  promising
b. Brand  bonding
c. Internal  branding
d. Brand experience

The correct answer is: Brand  bonding

Question 4

Incorrect
Mark 0 out of 1

Which  of  the  following  does  not  contribute  to  price  escalation  in  foreign  markets?

a. Insurance  charges

b. VAT.
c. Product  image
d. Shipping  charges

The correct answer is: Product  image


Question 5

Correct
Mark 1 out of 1

Buildings,  heavy  plant  and  factory  equipment  necessary  to  build  or  assemble  products  are examples  of:

a. Manufacturer goods.
b. Accessory  equipment
c. Fast  moving  consumer  goods
d. Capital  equipment  goods

The correct answer is: Capital  equipment  goods

Question 6

Not answered
Marked out of 1

Which  of  the  following  is  the  best  explanation  of  'primary  demand'  for  a  product?

a. Demand  for  the  consumer


b. Demand  for  a  specific  brand
c. Demand  for  the  class  of  product
d. Demand for the choice of product

The correct answer is: Demand  for  the  class  of  product

Question 7

Incorrect
Mark 0 out of 1

In  the  maturity  stage  of  the  product  life  cycle  which  of  the  following  are  true?

a. The  market  is  saturated  and  stable  Distribution  is  easy  to  handle  decreased marketing communications.

b. Minor  product  improvements  may  be  seen  The  market  is  saturated  and  stable  Distribution  is  easy to  handle.
c. Heavy  price  competition  Minor  product  improvements  may  be  seen  the  market is saturated andstable.
d. Heavy  price  competition  The  market  is  saturated  and  stable  Distribution  is  easy  to  handle.

The correct answer is: Heavy  price  competition  Minor  product  improvements  may  be  seen  the  market is saturated
andstable.
Question 8

Incorrect
Mark 0 out of 1

These  are  non­durable  goods  or  services,  often  bought  with  little  pre­purchase  thought  or consideration:

a. Luxury products
b. Manufacturer  products

c. Impulse  products
d. Convenience  products

The correct answer is: Convenience  products

Question 9

Not answered
Marked out of 1

The  strategy  consisting  of  adapting  both  product  and  promotion  for  each  market  is  known  as:

a. promotion  adaptation
b. product  adaptation
c. straight  extension
d. dual  adaptation

The correct answer is: dual  adaptation

Question 10

Incorrect
Mark 0 out of 1

Consumer  products  are  purchased  for  personal  consumption  and  classification is based uponconsumer  shopping  habits. 
Which  of  the  following  is  not  defined  as  a  consumer  product?

a. Unsought  goods
b. Shopping  products.

c. Convenience  products
d. Supplies  and  services.

The correct answer is: Supplies  and  services.


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Question 11

Not answered
Marked out of 1

Attributes  or  benefits  consumers  strongly  associate  with  a  brand,  such  as  FedEx­guaranteed overnight  delivery­are  called 
_____.

a. image  parity
b. points­of­difference
c. points­of­parity
d. competitive  framing.

The correct answer is: points­of­difference

Question 12

Not answered
Marked out of 1

Kotler   defines  positioning  as:

a. the  act  of  designing  the  company's  image  and  value  offer  so  that  the  segment's customersunderstand  and  appreciate 
what  competitors  represent  in  relation  to  each  other.
b. the  act  of  changing  the  company's  image  and  value  offer  so  that  certain  customers  understand  and appreciate  what  the 
company  stands  for  in  relation  to  its  competitors.
c. the  act  of  image  building  on  the  basis  of  the  chief  executive's  understanding  and  belief  in  what the  company  stands  for 
in  relation  to  its  competitors.
d. the  act  of  designing  the  company's  image  and  value  offer  so  that  the  segment's customersunderstand  and  appreciate 
what  the  company  stands  for  in  relation  to  its  competitors.

The correct answer is: the  act  of  designing  the  company's  image  and  value  offer  so  that  the 
segment's customersunderstand  and  appreciate  what  the  company  stands  for  in  relation  to  its  competitors.
Question 13

Not answered
Marked out of 1

Which  of  the  following  are  bought  very  infrequently,  are  very  expensive  and represent very high risk?

a. Branded products
b. Shopping  product
c. Speciality  products
d. Generic  products

The correct answer is: Speciality  products

Question 14

Not answered
Marked out of 1

When  a  firm  uses  an  established  brand  to  introduce  a  new  product  it  is  called  a  _____

a. parent  brand.
b. family  brand.
c. sub­brand
d. brand  extension

The correct answer is: brand  extension

Question 15

Not answered
Marked out of 1

Palmolvive  soap,  shampoo  and  moisturizer  brands  belong  to  a  brand:

a. Market.
b. Segment
c. Family.
d. Spectrum

The correct answer is: Family.


Question 16

Not answered
Marked out of 1

Diesel  successfully  competes  with  other  fashion  labels  because  of the  image  it  represents  to  ayouthful,  stylish  audience. 
What  type  of  positioning  strategy  does  this  represent?

a. channel
b. innovation.
c. lifestyle.
d. head­on

The correct answer is: lifestyle.

Question 17

Not answered
Marked out of 1

.Diesel  successfully  competes  with  other  fashion  labels  because  of  the  image  it represents to ayouthful,  stylish  audience. 
What  type  of  positioning  strategy  does  this  represent?

a. lifestyle
b. innovation.
c. head­on.
d. channel.

The correct answer is: lifestyle


Question 18

Not answered
Marked out of 1

The  main  motive  for  co­branding  is

a. none  of  these.


b. the  expectations  for  synergies  that  create  value  for  both  participants,  above  the  value  that  they would  expect  to  generate 
on  their  own.
c. lack  of  financial  resources  on  the  part  of  either  partner
d. lack  of  financial  resources  on  the  part  of  either  partner

The correct answer is: the  expectations  for  synergies  that  create  value  for  both  participants,  above  the  value  that  they
would  expect  to  generate  on  their  own.

Question 19

Not answered
Marked out of 1

Which  of  the  following  is  a  false  statement  regarding  the  product  life  cycle  theory?

a. It  is  very  helpful  in  decision  making.


b. It  encourages  new  product  development.
c. It  accurately  reflects  today's  markets.
d. There  is  no  way  to  extend  the  life  of  a  product  once  it  hits  the  maturity  stage.

The correct answer is: There  is  no  way  to  extend  the  life  of  a  product  once  it  hits  the  maturity  stage.

Question 20

Not answered
Marked out of 1

Owners  of  brands  frequently  suffer  when  rivals  make  a  rival  product  to  resemble  their  own product.  A  common  law 
remedy  against  this  is  based  on  the  law  of:

a. Pairing off.
b. Passing off.
c. Product  proliferation
d. Equity.

The correct answer is: Passing off.


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Question 21

Not answered
Marked out of 1

Which  of  the  following  is  not  a  key  desirability  for  PODs

a. Distinctiveness.
b. Relevance.
c. Believability
d. Feasibility

The correct answer is: Relevance.

Question 22

Not answered
Marked out of 1

What  is  a  key  influencer  in  the  buying  decision  for  durable  goods like  cars  and  computers  isbecoming  increasingly 
important  for  unpackaged  goods?

a. convenience.
b. function
c. technology.
d. design.

The correct answer is: design.


Question 23

Not answered
Marked out of 1

A  corporate  umbrella  brand  is:

a. A  way  of  branding  groups  of  a  nonprofits  services


b. A  way  of  branding  individividual  products/services.
c. A  way  of  branding  groups  of  fundraising  activities
d. A  way  of  branding  the  organization  itself

The correct answer is: A  way  of  branding  the  organization  itself

Question 24

Not answered
Marked out of 1

To  create  and  sustain  the  longevity  of  brands  the  product  range  needs  to  be managed  in  sympathy with  changes  in  which 
of  the  following  environments?

a. Client  and  customer  environments


b. Customer and European environments
c. European and international environments
d. Customer  and  competitive  environments

The correct answer is: Customer  and  competitive  environments

Question 25

Not answered
Marked out of 1

Who  is  responsible,  in  the  marketing  organization,  for  building  a  brand?

a. the  account  manager


b. the  brand  manager
c. the  equity  expert.
d. the  media  buyer.

The correct answer is: the  brand  manager


Question 26

Not answered
Marked out of 1

______  are  fashions  adopted  quickly  by  the  public  but  which  peak  early  and  decline  very  fast.

a. Generic  products
b. Fads.
c. Sporting  products
d. Arts

The correct answer is: Fads.

Question 27

Not answered
Marked out of 1

At  the  screening  stage  of  product  development:

a. different  ideas  are  compared  using  a  rating  checklist.


b. consumer  reaction  is  solicited.
c. a  complete  marketing  plan  is  developed
d. a  prototype  is  developed.

The correct answer is: different  ideas  are  compared  using  a  rating  checklist.

Question 28

Not answered
Marked out of 1

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

a. Umbrella  brand  strategy.


b. Product  brand  strategy
c. line  brand  strategy
d. Family  brand  strategy

The correct answer is: Umbrella  brand  strategy.


Question 29

Not answered
Marked out of 1

What  is  the  first  step  in  the  process  of  building  a  brand?

a. identify  and  establish  brand  values  and  positioning  strategy.


b. measure  and  interpret  brand  performance.
c. manage the brand through its lifecycle.
d. calculate  existing  brand  equity.

The correct answer is: identify  and  establish  brand  values  and  positioning  strategy.

Question 30

Not answered
Marked out of 1

Whichis  the  process  of  establishing  and  maintaining  a  distinctive  place  in  the  market  for  an organisation  or  its  specific 
product  offers

a. Positioning.
b. Targeting.
c. Profiling
d. Segmentation.

The correct answer is: Positioning.

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Question 31

Not answered
Marked out of 1

Which  two  change  factors  are  creating  a  dramatic  shift,  causing  packaging  to  play  a  more significant  role  in  product 
differentiation?

a. media  and  consumer  lifestyles


b. production  methods  and  advertising  vehicles
c. technology  and  distribution  practices.
d. merger  rates  and  private  labels

The correct answer is: media  and  consumer  lifestyles

Question 32

Not answered
Marked out of 1

_____________ brand elements are often used to develop strong brands.

a. Five
b. Two
c. Three
d. Multiple

The correct answer is: Multiple


Question 33

Not answered
Marked out of 1

The  growth  stage  is  characterized  by:

a. rapid  sales  growth  and  low  marketing  expenditures.


b. growing  sales  and  declining  profits.
c. lower  prices  and  decreased  competition 
d. rapid  sales  growth  and  increased  competition.

The correct answer is: rapid  sales  growth  and  increased  competition.

Question 34

Not answered
Marked out of 1

Here's  what  the  product  is.  Here's  what  the  product  does,  is  the  straightforward  explanation  of  this type  of  positioning 
strategy

a. innovation.
b. product  differentiation
c. comparative.
d. price.

The correct answer is: product  differentiation

Question 35

Not answered
Marked out of 1

Marketing  is  about  mixing  and  matching  marketing  activities  to  maximize their  individual and  collective  effects.

a. Complimentary.
b. Customizing.
c. Integrating.
d. Personalizing.

The correct answer is: Integrating.


Question 36

Not answered
Marked out of 1

A  _____  is  a  consumer­focused  exercise  that  involves  a  series  of  procedures  to  assess the health ofthe  brand,  uncover  its 
sources  of  brand  equity,  and  suggest  ways  to  improve  and  leverage  its  equity

a. brand  check­up
b. brand systems analysis
c. brand  audit.
d. brand  assessment.

The correct answer is: brand  audit.

Question 37

Not answered
Marked out of 1

These  are  products,  other  than  raw  materials,  that  are  necessary  to  ensure  that  the organisation  is able  to  continue 
functioning.  Often  referred  to  as  consumables:

a. Capital  equipment  goods.


b. Maintenance,  Repair  and  Operating  (MRO.  Products.
c. Durable  goods
d. Fast  moving  consumer  goods

The correct answer is: Maintenance,  Repair  and  Operating  (MRO.  Products.

Question 38

Not answered
Marked out of 1

Which of  the  following  situations  illustrates  country­of­origin  effects?

a. consumers  associate  specific  goods  with  specific  countries


b. consumers  evaluate  product  quality  based  on  where  it  is  manufactured
c. consumers  in  country  A  reject  products  from  country  B  because  of  hostility  between  the  two cultures
d. All the given options

The correct answer is: All the given options


Question 39

Not answered
Marked out of 1

What  is  the  first  step  in  the  process  of  building  a  brand?

a. manage  the  brand  through  its  lifecycle


b. plan  and  implement  brand  marketing  programs
c. calculate  existing  brand  equity
d. identify  and  establish  brand  values  and  positioning strategy. 

The correct answer is: identify  and  establish  brand  values  and  positioning strategy. 

Question 40

Not answered
Marked out of 1

An  agribusiness  begins  marketing  a  hybrid  wheat  seed  to  subsistence  farmers in a developingcountry.  Sluggish  sales  reveal 
that,  although  the  seed  is geographically appropriate, the people don't eatwheat  products.  This  is  an  example  of  which  type 
of  marketing  mistake

a. failing  to  adapt  a  promotion  to  local  expectations


b. failing to adapt a distribution system
c. failing  to  act  on  feedback
d. failing  to  adapt  a  product  to  local  expectations

The correct answer is: failing  to  adapt  a  product  to  local  expectations

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Question 41

Not answered
Marked out of 1

Which  of  the  following  is  an  example  of  a  functional  modification?

a. screw­top  beer  bottles  .


b. blue  Smarties  .
c. stronger  pain  relief  pills.
d. multicoloured  computers  .

The correct answer is: screw­top  beer  bottles  .

Question 42

Not answered
Marked out of 1

The  value  that  consumers  attach  to  a  brand  attribute  is  known  as  the

a. image.
b. attribute.
c. benefit.
d. equity.

The correct answer is: benefit.


Question 43

Not answered
Marked out of 1

To  be  successful,  the  company  must  have  all  its________  at  work  to  deliver  superior  value.

a. brands.
b. communication.
c. resources.
d. employees.

The correct answer is: resources.

Question 44

Not answered
Marked out of 1

What  is  the  brand  mark?

a. The  visual  brand  identity,  consisting  of  design  and  symbols  protected  for  the  owner's  sole  use.
b. The  legal  name  of  an  organisation
c. Brand  name  or  logo  registered  and  protected  for  the  owner's  sole  use.
d. Specifically  the  visual  brand  identity,  consisting  of  design  and  symbols.

The correct answer is: Brand  name  or  logo  registered  and  protected  for  the  owner's  sole  use.
Question 45

Not answered
Marked out of 1

What  are  the  benefits  of  branding  from  the  consumer  perspective?

a. Establishes  product's  position  in  the  market  Reduces  risk  in  purchasing  Helps targeting/positioning  Increases  power  over 
the  retailer  Easier product  identification  Communicates features  and  benefits
b. Easier  product  identification  Communicates  features  and  benefits Helps  product evaluationestablishes  product's  position  in 
the  market  Reduces  risk  in  purchasing  Creates  interest.
c. Helps  create  loyalty  Defends  against  competition  Creates  differential  advantage Allows premiumpricing  Helps 
targeting/positioning  Increases  power  over  the  retailer
d. Easier  product  identification  Communicates  features  and  benefits Creates differential advantageallows  premium  pricing 
Helps  targeting/positiong  Increases  power  over  the  retailer

The correct answer is: Helps  create  loyalty  Defends  against  competition  Creates  differential 
advantage Allows premiumpricing  Helps  targeting/positioning  Increases  power  over  the  retailer

Question 46

Not answered
Marked out of 1

Characters  are  a  common  brand  element.  Which of  the  following character  icons  is  considered  oneof  the  top  10 
advertising  icons  of  the 20th  century?

a. Betty  Crocker
b. Colonel  Sanders
c. The  Trix  bunny
d. The  man  from  Glad

The correct answer is: Betty  Crocker


Question 47

Not answered
Marked out of 1

The  strategy  involving  the  introduction  of  a  standardized  product  with  the  same  promotion strategy  throughout  the  world 
market  is  known  as:

a. straight  extension
b. product  adaptation
c. dual  adaptation
d. promotion  adaptation

The correct answer is: straight  extension

Question 48

Not answered
Marked out of 1

Not  all  products  are  sold  in  a  package.  For  durable  goods  like  cars  and  computers,  the  key influencer  in  the  buying 
decision  could  be

a. price
b. convenience
c. technology
d. design.

The correct answer is: design.

Question 49

Not answered
Marked out of 1

The  most  restrictive  type  of  counter  trade  is

a. barter.
b. offset.
c. switch  trading
d. counter  purchase

The correct answer is: barter.


Question 50

Not answered
Marked out of 1

_____  is  the  added  value  endowed  to  products  and  services.

a. Branding
b. Brand  equity
c. Trademarking.
d. Differentiation.

The correct answer is: Brand  equity

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Question 51

Not answered
Marked out of 1

Marketing managers have ________ main challenges when they are creating and managing a brand identity.

a. two
b. three
c. five
d. six

The correct answer is: three

Question 52

Not answered
Marked out of 1

_____  is  consumers'  ability  to  identify  the  brand  under  different  conditions  as  reflected  by  their brand  recognition  or  recall 
performance

a. Brand  identity
b. Brand  preference
c. Brand  image
d. Brand awareness

The correct answer is: Brand awareness


Question 53

Not answered
Marked out of 1

A  strong  brand.

a. offers  greater  potential  to  charge  a  premium  price.


b. All the given options
c. Provides  large  base  of  loyal  customers.
d. Helps  to  recover  development  and  launch  costs.

The correct answer is: offers  greater  potential  to  charge  a  premium  price.

Question 54

Not answered
Marked out of 1

In  terms  of  the  'anatomy  of  a  product',  there  are  three  aspects  to  any  product  or  service.  These  are the  core  benefit  or 
service,  actual  product  and  _________  product.

a. augmented. 
b. ancillary.
c. probable.
d. auxiliary.

The correct answer is: augmented. 

Question 55

Not answered
Marked out of 1

A  company  decides  that  it  must  make  specific  variations  to  both  its  product  features andadvertising  messages  for  each 
country  in  which  they  operate  to  better  serve  consumers.  This  company is  adopting  which  type  of  strategy?

a. Global  strategy
b. Local  strategy
c. main strategy
d. Mixed  strategy

The correct answer is: Local  strategy


Question 56

Not answered
Marked out of 1

The  brand's  position  in  the  marketplace  and  the  hearts  and  minds  of  consumers  is  reflected  by

a. the  brand  name


b. brand  recognition.
c. brand  equity.
d. sales  alone

The correct answer is: brand  equity.

Question 57

Not answered
Marked out of 1

Which is  the  set  of  all  brands  and  brand  lines  which  a  particular  firm  offers  for  sale  to  buyers  in  a particular  category

a. Generic  brand
b. Brand  equity
c. Brand  portfolio.
d. Mixed  branding

The correct answer is: Brand  portfolio.

Question 58

Not answered
Marked out of 1

Which of the following is not an aspect of the promotion mix?

a. direct marketing
b. advertising
c. strategic positioning
d. public relations

The correct answer is: strategic positioning


Question 59

Not answered
Marked out of 1

The  selling  concept  that  motivates  buy  or  the  image  that  marketers  desire  a  brand  to  have  in the  minds  of  consumers,  is 
known  as

a. brand  equity
b. positioning.
c. marketing  communications
d. core  values

The correct answer is: positioning.

Question 60

Not answered
Marked out of 1

This  is  a  commercial  process  whereby  the  trademark  of  an  established  brand  is used by anotherorganisation  over  a 
defined  period  of  time,  in  a  defined  area,  in  return  for  a  fee,  to  develop  another brand:

a. Brand extension
b. Generic  branding
c. Co­branding
d. Licensing

The correct answer is: Licensing

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Question 61

Not answered
Marked out of 1

Which  global  segment  has  traditional  values,  are  the  least  involved  with  media  and  the  least  likely to  want  Western  brands

a. Intimates.
b. Devouts.
c. Creatives.
d. Fun  seekers

The correct answer is: Devouts.

Question 62

Not answered
Marked out of 1

Brand equity is a result of

a. Both of these
b. None of these
c. Similarity in consumer response
d. Differences in consumer response

The correct answer is: Differences in consumer response


Question 63

Not answered
Marked out of 1

At  which  stage  of  the  product  life  cycle  will  an  early  adopter  be  most  likely  to  begin  purchasing  a product?

a. growth.
b. decline.
c. saturation.
d. maturity 

The correct answer is: growth.

Question 64

Not answered
Marked out of 1

At  the  introduction  stage  of  the  Product  Life  Cycle  (PLC)  which  of  the  following  are  the marketers'  two  main  priorities?

a. Launch planning and creating shelf space.
b. Stimulating  responses  and  stimulating  trial
c. Generating awareness and stimulating responses
d. Creating  shelf  space  and  generating  awareness

The correct answer is: Generating awareness and stimulating responses

Question 65

Not answered
Marked out of 1

The  selling  concept  that  motivates  purchase,  or  the  image  that  marketers  desire  a  brand  to  have  in the  minds  of 
consumers,  is  known  as

a. brand  equity
b. core  values.
c. positioning.
d. trademark

The correct answer is: trademark


Question 66

Not answered
Marked out of 1

Canon  sells  its  fax  machine  to  consumer,  business,  and  government  markets.  IIn  this  case,  where customers  fall  into 
different  user  groups,  and  is  desirable.

a. market­management.
b. functional.
c. geographic.
d. product­brand  management

The correct answer is: market­management.

Question 67

Not answered
Marked out of 1

Which  of  the  following  are  a  type  of  consumer  product  that  are  bought  relatively infrequently andwhich  requires 
consumers  to  update  their  knowledge  prior  to  purchase?

a. Generic  products
b. Shopping  product.
c. Luxury  product
d. Branded products

The correct answer is: Shopping  product.

Question 68

Not answered
Marked out of 1

Which of the following statement is true?

a. Brand signals a certain level of quality


b. All of these
c. Branding helps to organize inventory
d. Branding helps in getting a competitive advantage

The correct answer is: All of these


Question 69

Not answered
Marked out of 1

According  to  research,  innovators  make  up  ___  %  of  the  population.

a. 7.5.
b. 10
c. 2.5.
d. 5

The correct answer is: 2.5.

Question 70

Not answered
Marked out of 1

Is  the  brand  value  'caring'

a. None  of  these


b. A  value  specific  to  only  a  small  number  of  charities
c. A  value  perceived  as  being  shared  by  various  charities
d. A  value  perceived  as  being  shared  by  charities  serving  a  specific  category  of  cause.

The correct answer is: A  value  perceived  as  being  shared  by  various  charities

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Question 71

Not answered
Marked out of 1

Of  the  following  products  is  most  commonly  sold  on  the  basis  of  the  emotional  attributes  of  its brand  name?

a. Cheese.
b. Fresh  milk
c. Soft  drinks.
d. Industrial  printing  equipment

The correct answer is: Soft  drinks.

Question 72

Not answered
Marked out of 1

Studies  have  shown  that  package  changes  in  colours,  graphics  or  configuration  can  dramatically alter

a. consumers'  perception  of  the  same  product


b. marketing communicationstrategies
c. annual  sales  figures.
d. acceptance  by  retailers.

The correct answer is: consumers'  perception  of  the  same  product
Question 73

Not answered
Marked out of 1

______  involves  charging  a  high  price  to  achieve  the  highest  possible  contribution  in  a  short period  of  time.

a. Penetration  pricing
b. Transfer  pricing
c. Psychological  pricing
d. Skimming

The correct answer is: Skimming

Question 74

Not answered
Marked out of 1

Multinational  companies  that  market  goods  and  services  in  Indonesia  and  Singapore  are  most affected  by  which  trade 
association

a. NAFTA.
b. ASEAN.
c. Asian community
d. the  European  Community

The correct answer is: Asian community

Question 75

Not answered
Marked out of 1

These  are  a  group  of  people  in  the  process  of  diffusion  who  enjoy  being  at  the  leading  edge  of innovation  and  buy  into 
new  products  at  an  early  stage:

a. Laggards.
b. Early  adopters
c. Late  majority
d. Early  majority

The correct answer is: Early  adopters


Question 76

Not answered
Marked out of 1

What  is  the  part  of  the  brand  that  can  be  spoken?

a. logo.
b. brand  name
c. trademark.
d. wordmark

The correct answer is: brand  name

Question 77

Not answered
Marked out of 1

Which  of  the  following  is  not  a  key  desirability  for  PODs?

a.  Feasibility
b. Distinctiveness.
c. Relevance. 
d. Believability

The correct answer is:  Feasibility

Question 78

Not answered
Marked out of 1

Some  companies  are  blending  their  corporate  social  responsibility  initiatives  with  their  marketing activities  in  what  is  called 
_____  marketing.

a. socially  responsible.
b. special  events.
c. cause­related.
d. corporate  responsible 

The correct answer is: corporate  responsible 


Question 79

Not answered
Marked out of 1

This  is  a  term  used  to  refer  to  the  process  when  a  successful  brand  is  used  to  launch  a  new  product into  a  new  market:

a. Brand  leader
b. Brand  follower
c. Brand extension
d. .  Brand  equity

The correct answer is: Brand extension

Question 80

Not answered
Marked out of 1

Bridson  and  Evans  (200d.  suggest  that  when  building  brands  fashion  retailers  can  particularly benefit  from  focusing  on 
four  key  advantages

a. Merchandise  advantage;  customer  service  advantage;  customer  communication  advantage; trading  format  advantage
b. Location  advantage;  customer  service  advantage;  customer  communication  advantage;  trading format  advantage.
c. Merchandise  advantage;  customer  service  advantage;  customer  communication  advantage; location  advantage.
d. Merchandise  advantage;  price  advantage;  customer  communication  advantage;  trading

The correct answer is: Merchandise  advantage;  customer  service  advantage;  customer  communication  advantage; trading 
format  advantage

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Question 81

Not answered
Marked out of 1

All of the following are reasons that marketers are losing confidence in television advertising except ________.

a. younger consumers are using different media


b. mass media costs continue to increase
c. audience size is on the decline
d. television offers a high cost per exposure

The correct answer is: television offers a high cost per exposure

Question 82

Not answered
Marked out of 1

Which  of  the  following  is  not  a  component  of  the  visual  expression  of  a  brand?

a. Typography.
b. Tone  of  Voice
c. Design  Elements.
d. Logo.

The correct answer is: Tone  of  Voice


Question 83

Not answered
Marked out of 1

The  _____  stage  divides  into  three  phases:  growth,  stable,  and  decaying  maturity.

a. .  product  life  cycle.


b. growth.
c. maturity
d. introduction.

The correct answer is: maturity

Question 84

Not answered
Marked out of 1

The  length  of  each  phase  of  the  product  life  cycle  is:

a. two  years.
b. one  year.
c. six  months.
d. variable.

The correct answer is: variable.

Question 85

Not answered
Marked out of 1

These  goods  bought  infrequently,  which  are  used  repeatably  and  which  involve  a  reasonably  high level  of  consumer  risk:

a. Durable goods
b. Non­durable  goods
c. Luxury  goods
d. Impulse  goods

The correct answer is: Durable goods


Question 86

Not answered
Marked out of 1

.In  developing  a  marketing  strategy,  why  might  an  organisation  use  a  positioning  map?

a. .  To  see  how  many  competitors  there  are  in  the  market.
b. To  see  whether  the  company  has  a  competitive  advantage  over  its  competitors.
c. To  understand  more  about  the  dimensions  of  customer  value.
d. To  discover  what  position  new  entrants  might  move  into  in  the  market.

The correct answer is: To  discover  what  position  new  entrants  might  move  into  in  the  market.

Question 87

Not answered
Marked out of 1

Which  of  the  following  is  not  a  good  strategy  to  use  when  selling  a  product  in  the  maturity  stage?

a. lower  prices  and  develop  more  sales  promotions 


b. make  changes  in  style,  features,  or  quality 
c. tap  into  new  markets.
d. invest  heavily  in  advertising 

The correct answer is: invest  heavily  in  advertising 

Question 88

Not answered
Marked out of 1

During  the  _____  stage  prices  remain  where  they  are  or  fall  slightly.

a. introduction.
b. maturity.
c. growth.
d. decline.

The correct answer is: growth.


Question 89

Not answered
Marked out of 1

The  content  of  most  advertising  in  any  medium  usually  includes

a. disclaimers.
b. brand elements
c. celebrities.
d. leadership  positioning

The correct answer is: brand elements

Question 90

Not answered
Marked out of 1

Which  of  the  following  is  the  characteristic  of  personality  of  a  brand?

a. Durability.
b. Logo.
c. Packaging.
d. Color.

The correct answer is: Packaging.

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Question 91

Not answered
Marked out of 1

The  Maytag  brand  stands  for  dependability.  This  is  an  example  of  branding  allowing  for  the creation  and  development  of

a. equity.
b. loyalty.
c. an image
d. a trademark

The correct answer is: an image

Question 92

Not answered
Marked out of 1

Tariff  levels  from  country  to  country  affect  an  organization's  ______  strategies.

a. pricing
b. sales  management
c. product
d. processes.

The correct answer is: pricing


Question 93

Not answered
Marked out of 1

The  Duracell  brand  stands  for  dependability.  This  is  an  example  of  branding  allowing  for  the creation  and  development  of

a. equity.
b. a  price  positioning
c. loyalty
d. an  image.

The correct answer is: an  image.

Question 94

Not answered
Marked out of 1

The  major  disadvantage  of  test  marketing  a  product  is  that  it:

a. lets  competitors  know  about  a  product 


b. is  time  consuming  .
c. is  costly.
d. is  not  reliable.

The correct answer is: lets  competitors  know  about  a  product 

Question 95

Not answered
Marked out of 1

Creating  the  image  of  a  "delivered  pizza"  rather  than  a  "frozen  pizza"  category  for  McCain's  pizza is  an  example  of  _______.

a. point  of  parity


b. positioning  .
c. imaging
d. competitive framing

The correct answer is: positioning  .


Question 96

Not answered
Marked out of 1

A  brand  manager  usually  reports  to:

a. a  committee  of  marketing  executives.


b. a  marketing  manager.
c. a  venture  team.
d. a  category  manager.

The correct answer is: a  marketing  manager.

Question 97

Not answered
Marked out of 1

These  are  brands  sold  without  any  promotional  materials  or  any  means  of identifying  the  company:

a. Generic  brands
b. Co­branding
c. Manufacturer brands.
d. Distributor  brands.

The correct answer is: Generic  brands

Question 98

Not answered
Marked out of 1

Marketers can apply a branding on

a. Physical good
b. A store and organization
c. A service
d. All of these

The correct answer is: All of these


Question 99

Not answered
Marked out of 1

______  implies  that  the  prices  in  the  individual  countries  may  only  vary  within  a  set  range.

a. Standardized  pricing
b. Transfer  pricing
c. A  price  corridor
d. Barter.

The correct answer is: A  price  corridor

Question 100

Not answered
Marked out of 1

Which  two  change  factors  are  creating  a  dramatic  shift,  causes  packaging  to  play  a  more significant  role  in  product 
differentiation?

a. media  and  consumer  lifestyles


b. brand  responsibilities  and  salaries
c. merger  rates  and  private  labels
d. production  methods  and  advertising  vehicles

The correct answer is: media  and  consumer  lifestyles

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Started on Thursday, 9 February 2023, 10:55 PM

State Finished

Completed on Thursday, 9 February 2023, 10:55 PM

Time taken 13 secs

Grade 0 out of 100

Question 1

Not answered
Marked out of 1

A product  is  one  whose  brand  name  has  been  licensed  to  other  manufacturers  who  actually make  the  product

a. branded
b. trademarked.
c. licensed.
d. corporate.

The correct answer is: licensed.


Question 2

Not answered
Marked out of 1

Which addresses  the  what  and  why  of  marketing  activities and which __  addresses  the  who,  where,  when, and  how.

a. Evaluation;  control.
b. Strategy;  implementation.
c. Control;  audit.
d. Audit;  control

The correct answer is: Strategy;  implementation.

Question 3

Not answered
Marked out of 1

Which  of  the  following  statements  about  new  product  ideas  is  true?

a. It  can  take  many  ideas  to  generate  one  successful  product.
b. Good  ideas  come  from  highly  trained  individuals.
c. Many  new  products  are  suggested  by  consumers.
d. All the given options  statements  are  true.

The correct answer is: All the given options  statements  are  true.

Question 4

Not answered
Marked out of 1

In selecting an advertising agency, without clear _______as a sound starting point you have little chance of success. Complete the
blank.

a. Tasks
b. Ideas
c. Briefs
d. Roles

The correct answer is: Briefs


Question 5

Not answered
Marked out of 1

The  selling  concept  that  motivates  purchase,  or  the  image  that  marketers  desire  a  brand  to  have  in the  minds  of 
consumers,  is  known  as

a. positioning.
b. brand  equity
c. trademark
d. core  values.

The correct answer is: trademark

Question 6

Not answered
Marked out of 1

Which___  control  aims  to  ensure  that  the  company  achieves  the  sales,  profits,  and  other  goals established  in  its  annual 
plan.

a. Annual­plan
b. Profitability
c. Efficiency
d. Strategic.

The correct answer is: Annual­plan

Question 7

Not answered
Marked out of 1

During which stage  product  managers  try  to  stimulate  sales  by  modifying  other  marketingprogram  elements

a. introduction
b. end
c.   growth.
d. maturity

The correct answer is: maturity


Question 8

Not answered
Marked out of 1

Why  is  it  especially  important  to  fundraisers  that  a  brand  be  differentiated

a. It  increases  the  efficiency  of  fundraising


b. It  increases  awareness  of  the  organization
c. It  increases  word  of  mouth  advertising
d. It  increases  donor  attrition

The correct answer is: It  increases  the  efficiency  of  fundraising

Question 9

Not answered
Marked out of 1

In  international  marketing  it  is  much  easier  to

a. standardize  the  brand  across  markets  rather  than  to  standardize  the  core  product  benefits.
b. standardize  the  quality  of  a  product  across  markets  than it  is to standardize  its  image.
c. standardize  the  core  product  benefits  across  markets  rather  than  to  standardize  the  support services.
d. standardize  the  after­sales  service  of  a  product  across  markets  than  it  is  to  standardize  staff behaviour

The correct answer is: standardize  the  core  product  benefits  across  markets  rather  than  to  standardize  the  support
services.

Question 10

Not answered
Marked out of 1

The  most  restrictive  type  of  counter  trade  is

a. barter.
b. offset.
c. switch  trading
d. counter  purchase

The correct answer is: barter.

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Question 11

Not answered
Marked out of 1

Which  of  the  following  are  a  type  of  consumer  product  that  are  bought  relatively infrequently andwhich  requires 
consumers  to  update  their  knowledge  prior  to  purchase?

a. Branded products
b. Shopping  product.
c. Luxury  product
d. Generic  products

The correct answer is: Shopping  product.

Question 12

Not answered
Marked out of 1

A  company  chooses  the  lowest  cost  mode  of  transportation  to  deliver  products.  Unfortunately, thetime  taken  means  that 
the  products  arrive  in  the  host  country  part  way through the annual rainy seasonand  cannot  be  distributed  to  local 
retailers.  This  is  an  example  of  which  type  of  marketing  mistake?

a. failing  to  adapt  a  product  to  local  expectations


b. failing  to  take  local  economic  conditions  into  consideration
c. failing  to  take  local  infrastructure  and  distibution  systems
d. when  setting  price

The correct answer is: failing  to  take  local  infrastructure  and  distibution  systems
Question 13

Not answered
Marked out of 1

The  selling  concept  that  motivates  buy  or  the  image  that  marketers  desire  a  brand  to  have  in the  minds  of  consumers,  is 
known  as

a. positioning.
b. brand  equity
c. core  values
d. marketing  communications

The correct answer is: positioning.

Question 14

Not answered
Marked out of 1

A  brand  manager  usually  reports  to:

a. a  marketing  manager.
b. a  committee  of  marketing  executives.
c. a  category  manager.
d. a  venture  team.

The correct answer is: a  marketing  manager.

Question 15

Not answered
Marked out of 1

What  is  defined  as  the  product  mix  width?

a. Defined  by  the  number  of  product  lines  offered


b. None  of  these.
c. Number  of  different  variants  of  a  product
d. Total  number  of  product  items

The correct answer is: Defined  by  the  number  of  product  lines  offered
Question 16

Not answered
Marked out of 1

Which of the following is a role associated with strategic brand management?

a. Identification of the brand with customers


b. Covert the brand responses to a loyal relationship between the customer and the company
c. Establish brand meaning in the minds of the customer
d. All of these

The correct answer is: All of these

Question 17

Not answered
Marked out of 1

This  is  the  process  by  which  two  established  brands  work  together,  either  on  one  product  or service:

a. Child­brand.
b. Parent  brand
c. Co­branding
d. Brand  awareness

The correct answer is: Co­branding

Question 18

Not answered
Marked out of 1

Which  of  the  following  statements  about  concept  development  and  testing  is true?

a. is  basically  the  same  as  test  marketing.


b. This  process  only  measures  consumer  acceptance  of  new  product  idea.
c. None  of  the  given  statements  are  true.
d. A  concept  test  requires  the  development  of  an  actual  working  model  of  the  product.

The correct answer is: This  process  only  measures  consumer  acceptance  of  new  product  idea.
Question 19

Not answered
Marked out of 1

Consumer  products  are  purchased  for  personal  consumption  and  classification is based uponconsumer  shopping  habits. 
Which  of  the  following  is  not  defined  as  a  consumer  product?

a. Unsought  goods
b. Supplies  and  services.
c. Convenience  products
d. Shopping  products.

The correct answer is: Supplies  and  services.

Question 20

Not answered
Marked out of 1

Which  of  the  following  does  not  contribute  to  price  escalation  in  foreign  markets?

a. Shipping  charges
b. Product  image
c. VAT.
d. Insurance  charges

The correct answer is: Product  image

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Question 21

Not answered
Marked out of 1

Which  global  segment  has  traditional  values,  are  the  least  involved  with  media  and  the  least  likely to  want  Western  brands

a. Fun  seekers
b. Devouts.
c. Creatives.
d. Intimates.

The correct answer is: Devouts.

Question 22

Not answered
Marked out of 1

Bridson  and  Evans  (200d.  suggest  that  when  building  brands  fashion  retailers  can  particularly benefit  from  focusing  on 
four  key  advantages

a. Merchandise  advantage;  customer  service  advantage;  customer  communication  advantage; location  advantage.
b. Location  advantage;  customer  service  advantage;  customer  communication  advantage;  trading format  advantage.
c. Merchandise  advantage;  customer  service  advantage;  customer  communication  advantage; trading  format  advantage
d. Merchandise  advantage;  price  advantage;  customer  communication  advantage;  trading

The correct answer is: Merchandise  advantage;  customer  service  advantage;  customer  communication  advantage; trading 
format  advantage
Question 23

Not answered
Marked out of 1

The  product  mix  is  comprised  of  a  number  of  product  lines  to  form  an  assortment  of  products. The  product  mix  length 
refers  to  which  of  the  following?

a. The  total  number  of  items  that  is  contained  within  the  product  lines.
b. Product  assortment
c. Refers  to  how  closely  related  the  product  lines  are  in  their  end  use  applications,  production requirements  or  distribution 
channels.
d. Refers  to  the  number  of  'versions'  offered  of  each  product  within  the  line.

The correct answer is: The  total  number  of  items  that  is  contained  within  the  product  lines.

Question 24

Not answered
Marked out of 1

In  a  _____  strategy  a  new  product  can  be  designed  to  meet  the  preferences  of  one  of  the  corners of  the  market.

a. diffused preference
b. multiple­niche
c. mass  market.
d. Single  niche.

The correct answer is: Single  niche.

Question 25

Not answered
Marked out of 1

Which  of  the  following  is  a  form  of  purchase  behaviour  which  occurwhen consumers havesuitable  product  and  purchase 
experience  and  where  they perceive  low  risk?

a. Routinised Response Behaviour
b. Habitual  Regional  Behaviour
c. Systematic  Response  Behaviour.
d. Generic  Regional  Behaviour

The correct answer is: Routinised Response Behaviour


Question 26

Not answered
Marked out of 1

________  is  endowing  products  and  services  with  the  power  of  a  brand

a. Brand marking
b. Branding.
c. Brand  equity.
d. Differentiation.

The correct answer is: Branding.

Question 27

Not answered
Marked out of 1

A  company  decides  that  it  must  make  specific  variations  to  both  its  product  features andadvertising  messages  for  each 
country  in  which  they  operate  to  better  serve  consumers.  This  company is  adopting  which  type  of  strategy?

a. Mixed  strategy
b. Local  strategy
c. Global  strategy
d. main strategy

The correct answer is: Local  strategy

Question 28

Not answered
Marked out of 1

______  implies  that  the  export  price  quote  includes  the  cost  of  delivery  to  the  importer's  premises.

a. Ex­works
b. Delivered  ex­quay.
c. Free  on  board
d. Delivery  duty  paid

The correct answer is: Delivery  duty  paid


Question 29

Not answered
Marked out of 1

The  value  that  consumers  attach  to  a  brand  attribute  is  known  as  the

a. image  .
b. core  value
c. equity
d. benefit.

The correct answer is: benefit.

Question 30

Not answered
Marked out of 1

Palmolvive  soap,  shampoo  and  moisturizer  brands  belong  to  a  brand:

a. Spectrum
b. Family.
c. Segment
d. Market.

The correct answer is: Family.

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Question 31

Not answered
Marked out of 1

A  brand  is  a  shorthand  method  which  a  manufacturer  can  use  to  identify  its  product  as  beingdistinctive.  However,  to  be 
of  value  to  a  customer,  and  long  term  value  to  the  company,  thisparticularly  depends  on  which  of  the  following  brand 
characteristics  being  present?

a. Adverts  that  are  liked  by  consumers


b. Consistency.
c. .  A  snappy  brand  slogan
d. An  emotional  attribute

The correct answer is: Consistency.

Question 32

Not answered
Marked out of 1

Cost  and  freight  is  a  popular  term  of  sale  which  implies  that:

a. the  exporter's  price  quote  includes  coverage  of  all  charges  up  to  the  point  when  goods  have  been loaded  on  to  the 
designated  transport  vehicle
b. the  seller  must  provide  for  delivery  of  the  goods  free  alongside,  but  not  on  board,  the transportation  carrier  at  the  point 
of  shipment  and  export.
c.   the  seller's  liability  ends  when  the  goods  are  loaded  on  board  a  carrier  or  are  in  custody  of  the carrier  at  the  export 
dock
d. .  the  price  quoted  by  the  seller  applies  at  the  specified  point  of  origin,  usually  the  factory,warehouse,  mins  or  plantation, 
and  the  buyer  is  responsible  for  all  charges  from  this  point.

The correct answer is:   the  seller's  liability  ends  when  the  goods  are  loaded  on  board  a  carrier  or  are  in  custody  of  the
carrier  at  the  export  dock
Question 33

Not answered
Marked out of 1

Which is  the  set  of  all  brands  and  brand  lines  which  a  particular  firm  offers  for  sale  to  buyers  in  a particular  category

a. Brand  portfolio.
b. Mixed  branding
c. Generic  brand
d. Brand  equity

The correct answer is: Brand  portfolio.

Question 34

Not answered
Marked out of 1

_____  occurs  when  consumers  no  longer  associate  a  brand  with  a  specific  product  or  highly  similar products  and  start 
thinking  less  about  the  brand

a. Brand  neglect
b. Brand  dilution
c. Brand  ignorance
d. Brand  apathy.

The correct answer is: Brand  dilution

Question 35

Not answered
Marked out of 1

_____  is  consumers'  ability  to  identify  the  brand  under  different  conditions  as  reflected  by  their brand  recognition  or  recall 
performance

a. Brand  preference
b. Brand awareness
c. Brand  identity
d. Brand  image

The correct answer is: Brand awareness


Question 36

Not answered
Marked out of 1

The  strategy  consisting  of  adapting  both  product  and  promotion  for  each  market  is  known  as:

a. dual  adaptation
b. promotion  adaptation
c. product  adaptation
d. straight  extension

The correct answer is: dual  adaptation

Question 37

Not answered
Marked out of 1

These  are  brands  created  and  sustained  by  producers  who  seek  widespread awareness anddistribution  because  there  is 
high  demand  for  these  brands:

a. Manufacturer brands.
b. Distributor  brands
c. Generic  brands
d. Co­branding

The correct answer is: Manufacturer brands.

Question 38

Not answered
Marked out of 1

Balmer  and  Greyser   outline  corporate  branding  with  reference  to  six  'C's:

a. Character,  culture,  communication,  conceptualizations,  constituencies,  and  covenants.


b. Charisma,  culture,  communication,  conceptualizations
c. .  Character,  corporate,  communication,  conceptualizations,  constituencies,  and  covenants.
d. Character,  culture,  communication,  commonalities,  constituencies,  and  covenants.

The correct answer is: Character,  culture,  communication,  commonalities,  constituencies,  and  covenants.
Question 39

Not answered
Marked out of 1

The  length  of  each  phase  of  the  product  life  cycle  is:

a. two  years.
b. variable.
c. one  year.
d. six  months.

The correct answer is: variable.

Question 40

Not answered
Marked out of 1

The  Maytag  brand  stands  for  dependability.  This  is  an  example  of  branding  allowing  for  the creation  and  development  of

a. loyalty.
b. a trademark
c. an image
d. equity.

The correct answer is: an image

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Question 41

Not answered
Marked out of 1

What  are  the  benefits  of  branding  from  the  consumer  perspective?

a. Easier  product  identification  Communicates  features  and  benefits Helps  product evaluationestablishes  product's  position  in 
the  market  Reduces  risk  in  purchasing  Creates  interest.
b. Establishes  product's  position  in  the  market  Reduces  risk  in  purchasing  Helps targeting/positioning  Increases  power  over 
the  retailer  Easier product  identification  Communicates features  and  benefits
c. Easier  product  identification  Communicates  features  and  benefits Creates differential advantageallows  premium  pricing 
Helps  targeting/positiong  Increases  power  over  the  retailer
d. Helps  create  loyalty  Defends  against  competition  Creates  differential  advantage Allows premiumpricing  Helps 
targeting/positioning  Increases  power  over  the  retailer

The correct answer is: Helps  create  loyalty  Defends  against  competition  Creates  differential 
advantage Allows premiumpricing  Helps  targeting/positioning  Increases  power  over  the  retailer

Question 42

Not answered
Marked out of 1

An  agribusiness  begins  marketing  a  hybrid  wheat  seed  to  subsistence  farmers in a developingcountry.  Sluggish  sales  reveal 
that,  although  the  seed  is geographically appropriate, the people don't eatwheat  products.  This  is  an  example  of  which  type 
of  marketing  mistake

a. failing  to  adapt  a  promotion  to  local  expectations


b. failing  to  act  on  feedback
c. failing to adapt a distribution system
d. failing  to  adapt  a  product  to  local  expectations

The correct answer is: failing  to  adapt  a  product  to  local  expectations
Question 43

Not answered
Marked out of 1

The  strategy  involving  the  introduction  of  a  standardized  product  with  the  same  promotion strategy  throughout  the  world 
market  is  known  as:

a. promotion  adaptation
b. straight  extension
c. product  adaptation
d. dual  adaptation

The correct answer is: straight  extension

Question 44

Not answered
Marked out of 1

When  Brand  management  becomes  the  heart  of  marketing  then  which  one  becomes  the  heart  of brand  management?

a. Brand  assets.
b. Owner  equity.
c. Brand  equity
d. Brand  value.

The correct answer is: Brand  equity

Question 45

Not answered
Marked out of 1

Diesel  successfully  competes  with  other  fashion  labels  because  of the  image  it  represents  to  ayouthful,  stylish  audience. 
What  type  of  positioning  strategy  does  this  represent?

a. lifestyle.
b. channel
c. innovation.
d. head­on

The correct answer is: lifestyle.


Question 46

Not answered
Marked out of 1

What  elements  constitute  a  brand?

a. Design,  style,  or  symbols,  singly  or  collectively  that  distinguish  one  product  from  another
b. .  Name,  words  or  symbols,  singly  or  collectively  that  distinguish  one  product  from  another.
c. Name,  design,  style,  words  or  symbols,  that  distinguish  one  product  from  another.
d. Name,  design,  style,  words  or  symbols,  singly  or  collectively  that  distinguish one product from another.

The correct answer is: Name,  design,  style,  words  or  symbols,  singly  or  collectively  that  distinguish one product from
another.

Question 47

Not answered
Marked out of 1

Brand equity is a result of

a. None of these
b. Similarity in consumer response
c. Both of these
d. Differences in consumer response

The correct answer is: Differences in consumer response

Question 48

Not answered
Marked out of 1

During  the  _____  stage  prices  remain  where  they  are  or  fall  slightly.

a. introduction.
b. decline.
c. maturity.
d. growth.

The correct answer is: growth.


Question 49

Not answered
Marked out of 1

Which of the processes below is NOT a recognised process of brand management?

a. Firmly establish the brand meaning in customer’s minds


b. Introduction of new branded market offerings that cannibalise the original house brand
c. Ensure identification of the brand with customers and an association of the brand in customers’ minds with
a specific market offering (product or service) class or customer need
d. Elicit the proper customer responses to this brand identity and brand meaning

The correct answer is: Introduction of new branded market offerings that cannibalise the original house brand

Question 50

Not answered
Marked out of 1

A  fashion  clothing  company  getting  into  perfumes  is  an  example  of

a. perceived  difficulty  to  manufacture.


b. Complementary.
c. know­how  transferability
d. awareness  and  reputation  of  parent

The correct answer is: Complementary.

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Question 51

Not answered
Marked out of 1

The  _____  stage  divides  into  three  phases:  growth,  stable,  and  decaying  maturity.

a. growth.
b. introduction.
c. .  product  life  cycle.
d. maturity

The correct answer is: maturity

Question 52

Not answered
Marked out of 1

Many  marketers  now  offer  re­-sealable bags as part of their packaging. This  feature  is  an  example of  which  packaging 
function?

a. building  brand  equity


b. eliminating  the  need  for  advertising
c. marketing  the  product
d. providing  convenience

The correct answer is: providing  convenience


Question 53

Not answered
Marked out of 1

The  growth  stage  is  characterized  by:

a. rapid  sales  growth  and  low  marketing  expenditures.


b. rapid  sales  growth  and  increased  competition.
c. growing  sales  and  declining  profits.
d. lower  prices  and  decreased  competition 

The correct answer is: rapid  sales  growth  and  increased  competition.

Question 54

Not answered
Marked out of 1

Core  values  are  the  primary  attributes  and  benefits  a  brand  delivers.  An  attribute  is  a

a. trademark.
b. descriptive feature
c. packaging  detail.
d. drawback.

The correct answer is: descriptive feature

Question 55

Not answered
Marked out of 1

A  culture  supporting  openness  to  change  emphasises  __________  thought while a culture supporting  conservation  values 
__________  and  __________  practices.

a. individual;  self­restriction;  traditional


b. individual;  self­expression;  traditional
c. into  consideration
d. individual;  self­restriction;  non­conventional

The correct answer is: individual;  self­restriction;  traditional


Question 56

Not answered
Marked out of 1

Intel  Inside  is  a  classic  example  of  which  one  of  the  following?

a. Joint  venture.
b. Ingredient  co­branding.
c. Effective  packaging.
d. Bundling.

The correct answer is: Ingredient  co­branding.

Question 57

Not answered
Marked out of 1

According  to  Aaker,  which  of  the  following  is  not  one  of  the  six  levels of meaning a brand can convey?

a. Price
b. Attributes
c. Values.
d. Benefits.

The correct answer is: Price

Question 58

Not answered
Marked out of 1

Companies  producing  a  variety  of  products  and  brands  often  establish  a  _____  organization

a. product­or­brand  management 
b. geographic.
c. functional.
d. hub­and­spoke  .

The correct answer is: product­or­brand  management 


Question 59

Not answered
Marked out of 1

The  following  are  the  four  golden  rules  for  good  brand  naming:  Supportive  Acceptable  Available ________

a. Differentiating.
b. Distinctive.
c. Disparate.
d. Diagnostic.

The correct answer is: Distinctive.

Question 60

Not answered
Marked out of 1

What  is  the  first  step  in  the  process  of  building  a  brand?

a. identify  and  establish  brand  values  and  positioning strategy. 


b. calculate  existing  brand  equity
c. manage  the  brand  through  its  lifecycle
d. plan  and  implement  brand  marketing  programs

The correct answer is: identify  and  establish  brand  values  and  positioning strategy. 

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Question 61

Not answered
Marked out of 1

The  value  that  consumers  attach  to  a  brand  attribute  is  known  as  the

a. equity.
b. benefit.
c. attribute.
d. image.

The correct answer is: benefit.

Question 62

Not answered
Marked out of 1

Some  companies  are  blending  their  corporate  social  responsibility  initiatives  with  their  marketing activities  in  what  is  called 
_____  marketing.

a. corporate  responsible 
b. cause­related.
c. special  events.
d. socially  responsible.

The correct answer is: corporate  responsible 


Question 63

Not answered
Marked out of 1

In  terms  of  the  'anatomy  of  a  product',  there  are  three  aspects  to  any  product  or  service.  These  are the  core  benefit  or 
service,  actual  product  and  _________  product.

a. probable.
b. auxiliary.
c. ancillary.
d. augmented. 

The correct answer is: augmented. 

Question 64

Not answered
Marked out of 1

The  content  of  most  advertising  in  any  medium  usually  includes

a. leadership  positioning
b. disclaimers.
c. brand elements
d. celebrities.

The correct answer is: brand elements

Question 65

Not answered
Marked out of 1

The  brand's  position  in  the  marketplace  and  the  hearts  and  minds  of  consumers  is  reflected  by

a. brand  recognition.
b. sales  alone
c. brand  equity.
d. the  brand  name

The correct answer is: brand  equity.


Question 66

Not answered
Marked out of 1

Which  of  the  following  brands  ranked  in  the  world's  top  10  in  Business  Week's  "The  100  Top Brands"?

a. Ford.
b. Budweiser
c. Dell
d. Nokia.

The correct answer is: Nokia.

Question 67

Not answered
Marked out of 1

___________is the added value endowed on services and products.

a. Brand value
b. None of these
c. Brand equity
d. Brand strategy

The correct answer is: Brand equity

Question 68

Not answered
Marked out of 1

Who  is  responsible,  in  the  marketing  organization,  for  building  a  brand?

a. the  media  buyer.


b. the  account  manager
c. the  brand  manager
d. the  equity  expert.

The correct answer is: the  brand  manager


Question 69

Not answered
Marked out of 1

Associations  that  are  not  necessarily  unique  to  the  brand  are  called  _____.

a. image  parity
b. competitive  framing
c. points­of­parity
d. points­of­difference

The correct answer is: points­of­parity

Question 70

Not answered
Marked out of 1

Rising  customer  expectations,  changing  employee  expectations,government legislationsandpressure  are  all  forces  driving 
companies  to  practise 

a. competitive  cooperation.
b. total  quality  management.
c. consumer  partnerships.
d. corporate  social  responsibility.

The correct answer is: corporate  social  responsibility.

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Question 71

Not answered
Marked out of 1

_____  is  the  added  value  endowed  to  products  and  services.

a. Differentiation.
b. Branding
c. Trademarking.
d. Brand  equity

The correct answer is: Brand  equity

Question 72

Not answered
Marked out of 1

The  major  disadvantage  of  test  marketing  a  product  is  that  it:

a. is  not  reliable.


b. is  time  consuming  .
c. lets  competitors  know  about  a  product 
d. is  costly.

The correct answer is: lets  competitors  know  about  a  product 


Question 73

Not answered
Marked out of 1

A  company  that  produces  MP3  players  decides  to  sell  the  same  MP3  player  in  all markets but tochange  the  advertising 
message  for  each  particular  country  served. This company is pursuing what type  of  strategy

a. main strategy.
b. Global  strategy
c. Local  strategy
d. Mixed  strategy

The correct answer is: Mixed  strategy

Question 74

Not answered
Marked out of 1

A  brand  is  a  _______.

a. Term
b. A  combination  of  All the given options
c. Name.
d. Sign

The correct answer is: A  combination  of  All the given options

Question 75

Not answered
Marked out of 1

In  the  maturity  stage  of  the  product  life  cycle  which  of  the  following  are  true?

a. Heavy  price  competition  The  market  is  saturated  and  stable  Distribution  is  easy  to  handle.
b. Minor  product  improvements  may  be  seen  The  market  is  saturated  and  stable  Distribution  is  easy to  handle.
c. Heavy  price  competition  Minor  product  improvements  may  be  seen  the  market is saturated andstable.
d. The  market  is  saturated  and  stable  Distribution  is  easy  to  handle  decreased marketing communications.

The correct answer is: Heavy  price  competition  Minor  product  improvements  may  be  seen  the  market is saturated
andstable.
Question 76

Not answered
Marked out of 1

Firms  develop  new  products  through:

a. acquisitions.
b. mergers.
c. research  and  development.
d. All the given options 

The correct answer is: All the given options 

Question 77

Not answered
Marked out of 1

Not  all  products  are  sold  in  a  package.  For  durable  goods  like  cars  and  computers,  the  key influencer  in  the  buying 
decision  could  be

a. technology
b. convenience
c. design.
d. price

The correct answer is: design.

Question 78

Not answered
Marked out of 1

.Diesel  successfully  competes  with  other  fashion  labels  because  of  the  image  it represents to ayouthful,  stylish  audience. 
What  type  of  positioning  strategy  does  this  represent?

a. innovation.
b. head­on.
c. channel.
d. lifestyle

The correct answer is: lifestyle


Question 79

Not answered
Marked out of 1

______  are  those  trademarked  devices  that  serve  to  identify  and  differentiate  the  brand.

a. Brand  elements
b. Brand differentiation
c. Brand  mark.
d. Brand  equity

The correct answer is: Brand  elements

Question 80

Not answered
Marked out of 1

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

a. Rate.
b. Price.
c. Cost.
d. Value.

The correct answer is: Value.

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Question 81

Not answered
Marked out of 1

Which  of  the  following  is  a  stage  in  the  new  product  development  process,  undertaken when a newproduct  is  tested  with 
a  sample  of  customers,  or  is  launched in a specified geographical area, to  judge customers'  reactions  prior  to  a  national 
launch?

a. Test  marketing
b. Focused  marketing
c. Live  marketing
d. Generic marketing

The correct answer is: Test  marketing

Question 82

Not answered
Marked out of 1

Which  of  the  following  are  necessary  to  generate  international  demand  for  Australian goods and services

a. media  from  one  culture  is  broadcast  in  another


b. marketers  deliberately  provide  one  country's  goods  and  services  in  another  country
c. people  travel  to  different  cultures
d. All the given options

The correct answer is: All the given options


Question 83

Not answered
Marked out of 1

Which  of  the  following  is  the  rate  at  which  a  market  adopts  an  innovation?

a. Adoption  process
b. Process  of  differentiation
c. Process  of  diffusion
d. Adoption lifecycle

The correct answer is: Process  of  diffusion

Question 84

Not answered
Marked out of 1

When  a  company  adapts  their  advertising  messages  to  the  specific  values  of particular  cultures, the  company  may  be 
referred  to  as  a  __________  company?

a. World  brand.
b. global.
c. local.
d. standardised.

The correct answer is: local.

Question 85

Not answered
Marked out of 1

The protection of a creative work from unauthorized use is known as

a. slander
b. libel
c. copyright
d. fair use

The correct answer is: copyright


Question 86

Not answered
Marked out of 1

Which of the following criteria is NOT normally considered to be a main criterion for choosing brand names?

a. Memorable
b. Acceptable
c. Adaptable
d. Transferable

The correct answer is: Acceptable

Question 87

Not answered
Marked out of 1

A  _____  is  a  basic  and  distinctive  mode  of  expression  appearing  in  a  field  of  human  endeavor

a. fad.
b. style.
c. cycle.
d. fashion.

The correct answer is: style.

Question 88

Not answered
Marked out of 1

A  corporate  umbrella  brand  is:

a. A  way  of  branding  individividual  products/services.


b. A  way  of  branding  the  organization  itself
c. A  way  of  branding  groups  of  fundraising  activities
d. A  way  of  branding  groups  of  a  nonprofits  services

The correct answer is: A  way  of  branding  the  organization  itself
Question 89

Not answered
Marked out of 1

Which  of  the  following  is  an  example  of  a  functional  modification?

a. blue  Smarties  .
b. stronger  pain  relief  pills.
c. multicoloured  computers  .
d. screw­top  beer  bottles  .

The correct answer is: screw­top  beer  bottles  .

Question 90

Not answered
Marked out of 1

Kotler   defines  positioning  as:

a. the  act  of  changing  the  company's  image  and  value  offer  so  that  certain  customers  understand  and appreciate  what  the 
company  stands  for  in  relation  to  its  competitors.
b. the  act  of  designing  the  company's  image  and  value  offer  so  that  the  segment's customersunderstand  and  appreciate 
what  competitors  represent  in  relation  to  each  other.
c. the  act  of  image  building  on  the  basis  of  the  chief  executive's  understanding  and  belief  in  what the  company  stands  for 
in  relation  to  its  competitors.
d. the  act  of  designing  the  company's  image  and  value  offer  so  that  the  segment's customersunderstand  and  appreciate 
what  the  company  stands  for  in  relation  to  its  competitors.

The correct answer is: the  act  of  designing  the  company's  image  and  value  offer  so  that  the 
segment's customersunderstand  and  appreciate  what  the  company  stands  for  in  relation  to  its  competitors.

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Question 91

Not answered
Marked out of 1

____  software  provides  a  set  of  Web­based  applications  that  automate  and  integrate  such activities  as  project  management, 
campaign  management, etc.

a. Marketing  resource  management


b. Enterprise  marketing management
c. Efficiency  control.
d. Evaluation  and  control

The correct answer is: Marketing  resource  management

Question 92

Not answered
Marked out of 1

To  create  and  sustain  the  longevity  of  brands  the  product  range  needs  to  be managed  in  sympathy with  changes  in  which 
of  the  following  environments?

a. Client  and  customer  environments


b. Customer and European environments
c. European and international environments
d. Customer  and  competitive  environments

The correct answer is: Customer  and  competitive  environments


Question 93

Not answered
Marked out of 1

The  brand's  position  in  the  marketplace  and  the  hearts  and  minds  of  consumers  is  reflected  by

a. brand  equity
b. core  values. 
c. brand  recognition
d. . the brand name

The correct answer is: brand  equity

Question 94

Not answered
Marked out of 1

Characters  are  a  common  brand  element.  Which of  the  following character  icons  is  considered  oneof  the  top  10 
advertising  icons  of  the 20th  century?

a. The  Trix  bunny


b. Betty  Crocker
c. Colonel  Sanders
d. The  man  from  Glad

The correct answer is: Betty  Crocker

Question 95

Not answered
Marked out of 1

Which  of  the  following  is  not  a  component  of  the  visual  expression  of  a  brand?

a. Tone  of  Voice


b. Typography.
c. Design  Elements.
d. Logo.

The correct answer is: Tone  of  Voice


Question 96

Not answered
Marked out of 1

______  are  fashions  adopted  quickly  by  the  public  but  which  peak  early  and  decline  very  fast.

a. Sporting  products
b. Fads.
c. Arts
d. Generic  products

The correct answer is: Fads.

Question 97

Not answered
Marked out of 1

These  are  products,  other  than  raw  materials,  that  are  necessary  to  ensure  that  the organisation  is able  to  continue 
functioning.  Often  referred  to  as  consumables:

a. Durable  goods
b. Capital  equipment  goods.
c. Fast  moving  consumer  goods
d. Maintenance,  Repair  and  Operating  (MRO.  Products.

The correct answer is: Maintenance,  Repair  and  Operating  (MRO.  Products.

Question 98

Not answered
Marked out of 1

Brand  personality  is

a. A  set  of  emotional  benefits  the  bran  can  offer


b. A  set  of  human  attributes  the  brand  possesses
c. A  way  of  communicating  the  authority  of  the  brand
d. A  set  of  physical  benefits  the  brand  can  offer.

The correct answer is: A  set  of  human  attributes  the  brand  possesses
Question 99

Not answered
Marked out of 1

Owners  of  brands  frequently  suffer  when  rivals  make  a  rival  product  to  resemble  their  own product.  A  common  law 
remedy  against  this  is  based  on  the  law  of:

a. Equity.
b. Passing off.
c. Pairing off.
d. Product  proliferation

The correct answer is: Passing off.

Question 100

Not answered
Marked out of 1

At  the  introduction  stage  of  the  Product  Life  Cycle  (PLC)  which  of  the  following  are  the marketers'  two  main  priorities?

a. Generating awareness and stimulating responses
b. Stimulating  responses  and  stimulating  trial
c. Creating  shelf  space  and  generating  awareness
d. Launch planning and creating shelf space.

The correct answer is: Generating awareness and stimulating responses

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Started on Thursday, 9 February 2023, 7:59 PM

State Finished

Completed on Thursday, 9 February 2023, 8:43 PM

Time taken 44 mins 19 secs

Grade 74 out of 100

Question 1

Incorrect
Mark 0 out of 1

Which  of  the  following  tasks  would  not  be  performed  by  product  or  brand  manager?

a. Initiating  product  improvements


b. Preparing  for  an  annual  marketing  plan

c. Developing  a  long­range  strategy  for  the  product
d. Arranging  for  the  financing  of  the  new  product  launch

The correct answer is: Arranging  for  the  financing  of  the  new  product  launch
Question 2

Incorrect
Mark 0 out of 1

Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
_____

a. personal selling
b. sales promotion

c. direct marketing
d. advertising

The correct answer is: advertising

Question 3

Incorrect
Mark 0 out of 1

This  gives  added  value  to  products  (is  part  of  the  product  in  an  attempt  to  augment their  productswith  values  and 
associations  that  are  recognised  by  and  are  meaningful  to  their  customers:

a. Price
b. Promotion

c. Product
d. Brand

The correct answer is: Brand


Question 4

Correct
Mark 1 out of 1

Who  in  the  marketing  organization  is  responsible  for  building  a  brand?

a. the  account  manager.


b. the  media  buyer.
c. the  CEO.
d. the  brand  manager.

The correct answer is: the  brand  manager.

Question 5

Incorrect
Mark 0 out of 1

______  implies  that  the  export  price  quote  includes  the  cost  of  delivery  to  the  importer's  premises.

a. Ex­works
b. Delivered  ex­quay.

c. Delivery  duty  paid
d. Free  on  board

The correct answer is: Delivery  duty  paid

Question 6

Correct
Mark 1 out of 1

Media critics (movie, music, television) are protected more by defamation laws because of the notion of

a. shield laws
b. fair use
c. fair comment

d. Media Sunshine laws

The correct answer is: fair comment


Question 7

Correct
Mark 1 out of 1

Which  of  the  following  is  a  stage  in  the  new  product  development  process,  undertaken when a newproduct  is  tested  with 
a  sample  of  customers,  or  is  launched in a specified geographical area, to  judge customers'  reactions  prior  to  a  national 
launch?

a. Live  marketing
b. Test  marketing

c. Generic marketing
d. Focused  marketing

The correct answer is: Test  marketing

Question 8

Correct
Mark 1 out of 1

Global  branding  is  a  branding  alternative  that  bears  great  advantages  such  as:

a. ion  of  brand  confusion,  easy  identification  and  recognition.


b. all  of these.

c. uniform  world­wide  image
d. reduction  of  advertising  costs

The correct answer is: all  of these.


Question 9

Incorrect
Mark 0 out of 1

Which of the following criteria is NOT normally considered to be a main criterion for choosing brand names?

a. Acceptable
b. Memorable

c. Transferable
d. Adaptable

The correct answer is: Acceptable

Question 10

Correct
Mark 1 out of 1

Which of the processes below is NOT a recognised process of brand management?

a. Introduction of new branded market offerings that cannibalise the original house brand

b. Firmly establish the brand meaning in customer’s minds
c. Ensure identification of the brand with customers and an association of the brand in customers’ minds with
a specific market offering (product or service) class or customer need
d. Elicit the proper customer responses to this brand identity and brand meaning

The correct answer is: Introduction of new branded market offerings that cannibalise the original house brand

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Question 11

Correct
Mark 1 out of 1

Why  is  it  especially  important  to  fundraisers  that  a  brand  be  differentiated

a. It  increases  awareness  of  the  organization


b. It  increases  donor  attrition
c. It  increases  the  efficiency  of  fundraising

d. It  increases  word  of  mouth  advertising

The correct answer is: It  increases  the  efficiency  of  fundraising

Question 12

Correct
Mark 1 out of 1

Which of the following is a role associated with strategic brand management?

a. Identification of the brand with customers


b. Establish brand meaning in the minds of the customer
c. Covert the brand responses to a loyal relationship between the customer and the company
d. All of these

The correct answer is: All of these


Question 13

Correct
Mark 1 out of 1

Which  of  the  following  benefits  is  not  communicated  and  delivered  by  tangible  product attributes?

a. Style.
b. Design
c. Quality.
d. Effectiveness  of  product

The correct answer is: Effectiveness  of  product

Question 14

Correct
Mark 1 out of 1

This  is  a  measure  of  the  value  of  a  brand.  It  is  an  assessment  of  a  brand's  physical  assets  plus  a  sum that  represents 
their  reputation  or  goodwill:

a. Brand  awareness
b. Brand  personality
c. Brand  equity.

d. Brand  attitude

The correct answer is: Brand  equity.


Question 15

Correct
Mark 1 out of 1

These  are  brands  created  and  sustained  by  producers  who  seek  widespread awareness anddistribution  because  there  is 
high  demand  for  these  brands:

a. Distributor  brands
b. Generic  brands
c. Manufacturer brands.

d. Co­branding

The correct answer is: Manufacturer brands.

Question 16

Incorrect
Mark 0 out of 1

The  brand's  position  in  the  marketplace  and  the  hearts  and  minds  of  consumers  is  reflected  by

a. brand  recognition
b. . the brand name

c. brand  equity
d. core  values. 

The correct answer is: brand  equity


Question 17

Correct
Mark 1 out of 1

Which of the following is not a recognised method of setting advertising budgets?

a. Percentage of gross margin


b. Share of market

c. Competitive parity
d. Share of voice

The correct answer is: Share of market

Question 18

Incorrect
Mark 0 out of 1

Companies  that  produce  many  products  flowing  into  many  markets,  such  as  DuPont,  may  adopt  a _____  organization.

a. geographical.
b. matrix  management.
c. corporate­divisional.
d. market  management.

The correct answer is: matrix  management.

Question 19

Correct
Mark 1 out of 1

In  the  growth  stage  of  a  product  life  cycle  which  of  the  following  statements  are  applicable?

a. Profits  begin  to  rise.


b. There  is  a  rapid  increase  in  sales

c. Effects  of  repeat  purchasing  are  seen
d. Increased  competitor  activity  is  found

The correct answer is: There  is  a  rapid  increase  in  sales
Question 20

Correct
Mark 1 out of 1

The  criteria  of  Davies  199b.  for  retail  brand  status  are  well  established  as  a  benchmark.  The  retail brand  must

a. be differentiated within the company's merchandise range; have an image of quality that comma nds a price premium; have a
separate existence to the corporation that would facilitate licensing; provide a symbolic value to the customer
b. be  differentiated  within  the  competitive  environment;  have  an  image  of  quality that commands aprice  premium;  have  a 
separate  existence  to  the  corporation  that  would  facilitate  licensing;  provide  a symbolic  value  to  the  customer

c. be undifferentiated within the competitive environment; have an image of quality that commandsa price premium; have a separate
existence to the corporation that
would facilitate licensing; provide a symbolic value to the customer
d. be differentiated within the competitive environment; have an image of quality
that commands aprice premium; have a separate existence to the corporation that would facilitate licensing; provide a symbolic
value to the customer

The correct answer is: be  differentiated  within  the  competitive  environment;  have  an  image  of 
quality that commands aprice  premium;  have  a  separate  existence  to  the  corporation  that  would  facilitate  licensing; 
provide  a symbolic  value  to  the  customer

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Question 21

Correct
Mark 1 out of 1

The protection of a creative work from unauthorized use is known as

a. fair use
b. slander
c. libel
d. copyright

The correct answer is: copyright

Question 22

Incorrect
Mark 0 out of 1

The  main  differences  between  the  gray  and  the  black  markets  are

a.   that  gray  market  goods  are  not  illegal  while  black  market  goods  may  be  illegal.
b. that  black  markets  are  the  parts  of  an  economic  activity  involving  illegal  deals  while  gray  markets

c. All the given options
d. hat  black  markets  may  be  the  subject  of  illegal  product  dealings,  such  as  weapons  and  illegaldrugs.

The correct answer is: All the given options


Question 23

Correct
Mark 1 out of 1

Brand  essence  is

a. The  core  of  what  the  brand  will  stand  for



b. The  benefits  to  the  donor  or  user
c. The  human  attributes  of  the  brand.
d. How  it  makes  an  individual  feel

The correct answer is: The  core  of  what  the  brand  will  stand  for

Question 24

Correct
Mark 1 out of 1

Many  marketers  now  offer  re­-sealable bags as part of their packaging. This  feature  is  an  example of  which  packaging 
function?

a. building  brand  equity


b. providing  convenience

c. marketing  the  product
d. eliminating  the  need  for  advertising

The correct answer is: providing  convenience


Question 25

Correct
Mark 1 out of 1

Colours  have  often  come  to  be  associated  with  certain  product  features.  In  western  countries,  the combination  of  red  and 
yellow  is  often  used  to  signify:

a. Speed

b. A  product  with  a  lot  of  features
c. An  emotional  attribute
d. Advanced  technology

The correct answer is: Speed

Question 26

Incorrect
Mark 0 out of 1

Segmentation  provides  a  means  of:

a. estimating  and  hence  building  an  understanding  of  the  market  and  thereby facilitating thetargeting  of  a  consumer  group 
and  the  subsequent  positioning  of  the  retailer  with  respect  to  the competition.
b. measuring  and  hence  building  an  understanding  of  the  market  and  thereby  facilitating thetargeting  of  a  consumer  group 
and  the  subsequent  positioning  of  the 

c. measuring  and  hence  building  an  understanding  of  the  market and thereby facilitating thepositioning   of  a  consumer  group 
and  the  subsequent  targeting  of  the  retailer  with  respect  to  the competition
d. measuring  and  hence  building  an  understanding  of  the  market  and  thereby facilitating thetargeting  of  a  consumer  group 
and  the  subsequent  positioning  of  the  retailer  with  respect  to  the competition.

The correct answer is: measuring  and  hence  building  an  understanding  of  the  market  and  thereby facilitating thetargeting 
of  a  consumer  group  and  the  subsequent  positioning  of  the  retailer  with  respect  to  the competition.
Question 27

Correct
Mark 1 out of 1

Rising  customer  expectations,  changing  employee  expectations,government legislationsandpressure  are  all  forces  driving 
companies  to  practise 

a. total  quality  management.


b. consumer  partnerships.
c. competitive  cooperation.
d. corporate  social  responsibility.

The correct answer is: corporate  social  responsibility.

Question 28

Correct
Mark 1 out of 1

____  software  provides  a  set  of  Web­based  applications  that  automate  and  integrate  such activities  as  project  management, 
campaign  management, etc.

a. Efficiency  control.
b. Marketing  resource  management

c. Evaluation  and  control
d. Enterprise  marketing management

The correct answer is: Marketing  resource  management


Question 29

Correct
Mark 1 out of 1

Combining  both  early­  and  late­majority  consumers  represents  ____%  of  the  population.

a. 40
b. 68

c. 33
d. .  50.

The correct answer is: 68

Question 30

Incorrect
Mark 0 out of 1

Which___  control  aims  to  ensure  that  the  company  achieves  the  sales,  profits,  and  other  goals established  in  its  annual 
plan.

a. Annual­plan
b. Efficiency

c. Strategic.
d. Profitability

The correct answer is: Annual­plan

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Question 41

Incorrect
Mark 0 out of 1

Associations  that  are  not  necessarily  unique  to  the  brand  are  called  _____.

a. points­of­parity
b. competitive  framing
c. points­of­difference

d. image  parity

The correct answer is: points­of­parity

Question 42

Correct
Mark 1 out of 1

______  are  those  trademarked  devices  that  serve  to  identify  and  differentiate  the  brand.

a. Brand  mark.
b. Brand  equity
c. Brand  elements

d. Brand differentiation

The correct answer is: Brand  elements


Question 43

Incorrect
Mark 0 out of 1

A  brand  is  a  shorthand  method  which  a  manufacturer  can  use  to  identify  its  product  as  beingdistinctive.  However,  to  be 
of  value  to  a  customer,  and  long  term  value  to  the  company,  thisparticularly  depends  on  which  of  the  following  brand 
characteristics  being  present?

a. An  emotional  attribute


b. .  A  snappy  brand  slogan

c. Adverts  that  are  liked  by  consumers
d. Consistency.

The correct answer is: Consistency.

Question 44

Correct
Mark 1 out of 1

A  brand  book

a. Describes  the  journey  that  the  brand  will  take  a  supporter  on


b. Offers  the  opportunity  for  stakeholder  consultation  and  buy­in

c. Maps  a  year  in  the  life  of  specific  groups  of  stakeholders
d. Provides  the  detail  of  what  the  brand  is  what  it  stands  for and  how  it  will  be  communicated.  

The correct answer is: Offers  the  opportunity  for  stakeholder  consultation  and  buy­in
Question 45

Incorrect
Mark 0 out of 1

Which  of  the  following  are  necessary  to  generate  international  demand  for  Australian goods and services

a. media  from  one  culture  is  broadcast  in  another


b. people  travel  to  different  cultures

c. All the given options
d. marketers  deliberately  provide  one  country's  goods  and  services  in  another  country

The correct answer is: All the given options

Question 46

Correct
Mark 1 out of 1

Which  of  the  following  statements  about  cross­cultural  psychographic  segmentation is NOT true?

a. Differences amongst  international  consumers  are  important  in determining their satisfaction with products
b. consumers  are  the  same,  whether  they  are  in  Australia  or  foreign  markets

c. Consumer  values  give  international  marketers  insight  into  how consumers think, why theybehave  in  certain  ways  and 
appropriate  communication  forms
d. Psychographics  can  be  used  to  segment  international  markets

The correct answer is: consumers  are  the  same,  whether  they  are  in  Australia  or  foreign  markets
Question 47

Incorrect
Mark 0 out of 1

The  heart  of  _____  control  is  management  by  objectives.

a. profitability.
b. efficiency.

c. annual­plan
d. strategic

The correct answer is: annual­plan

Question 48

Incorrect
Mark 0 out of 1

is  used  to  milk  the  firm's  investments  to  recover  cash  quickly  in  the  decline  stage.

a. Reinvestment.
b. Maintaining.

c. Divestment.
d. Harvesting

The correct answer is: Harvesting

Question 49

Incorrect
Mark 0 out of 1

A  company  that  uses  a  standardised  product  and  standardised  message  would  adopt what type of strategy?

a. Global  strategy
b. Mixed  strategy

c. Main strategy
d. Local  strategy

The correct answer is: Global  strategy


Question 50

Correct
Mark 1 out of 1

Cost  and  freight  is  a  popular  term  of  sale  which  implies  that:

a. the  exporter's  price  quote  includes  coverage  of  all  charges  up  to  the  point  when  goods  have  been loaded  on  to  the 
designated  transport  vehicle
b. the  seller  must  provide  for  delivery  of  the  goods  free  alongside,  but  not  on  board,  the transportation  carrier  at  the  point 
of  shipment  and  export.
c. .  the  price  quoted  by  the  seller  applies  at  the  specified  point  of  origin,  usually  the  factory,warehouse,  mins  or  plantation, 
and  the  buyer  is  responsible  for  all  charges  from  this  point.
d.   the  seller's  liability  ends  when  the  goods  are  loaded  on  board  a  carrier  or  are  in  custody  of  the carrier  at  the  export 
dock

The correct answer is:   the  seller's  liability  ends  when  the  goods  are  loaded  on  board  a  carrier  or  are  in  custody  of  the
carrier  at  the  export  dock

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Question 51

Correct
Mark 1 out of 1

The  say  no  to  drugs  campaign  sponsored  by  an  organization  is  an  example  of  _____ marketing.

a. political.
b. social.

c. cause­related.
d. campaign.

The correct answer is: social.

Question 52

Correct
Mark 1 out of 1

In  a  _____  strategy  a  new  product  can  be  designed  to  meet  the  preferences  of  one  of  the  corners of  the  market.

a. mass  market.
b. Single  niche.

c. diffused preference
d. multiple­niche

The correct answer is: Single  niche.


Question 53

Correct
Mark 1 out of 1

A  company  chooses  the  lowest  cost  mode  of  transportation  to  deliver  products.  Unfortunately, thetime  taken  means  that 
the  products  arrive  in  the  host  country  part  way through the annual rainy seasonand  cannot  be  distributed  to  local 
retailers.  This  is  an  example  of  which  type  of  marketing  mistake?

a. when  setting  price


b. failing  to  take  local  economic  conditions  into  consideration
c. failing  to  take  local  infrastructure  and  distibution  systems

d. failing  to  adapt  a  product  to  local  expectations

The correct answer is: failing  to  take  local  infrastructure  and  distibution  systems

Question 54

Incorrect
Mark 0 out of 1

The  management  of  the  changes  to  create  and  sustain  the  longevity  of  brands in relation tochanges  in  the  customer  and 
competitive  environment  is  achieved  through  which  of  the  following  two concepts?

a. Positioning  and  repositioning


b. Placing  and  replacing

c. Staging  and  re­staging
d. Forging and re­forging

The correct answer is: Positioning  and  repositioning


Question 55

Incorrect
Mark 0 out of 1

A  company  that  produces  MP3  players  decides  to  sell  the  same  MP3  player  in  all markets but tochange  the  advertising 
message  for  each  particular  country  served. This company is pursuing what type  of  strategy

a. Mixed  strategy
b. main strategy.

c. Local  strategy
d. Global  strategy

The correct answer is: Mixed  strategy

Question 56

Correct
Mark 1 out of 1

The  value  that  consumers  attach  to  a  brand  attribute  is  known  as  the

a. core  value
b. equity
c. benefit.

d. image  .

The correct answer is: benefit.


Question 57

Correct
Mark 1 out of 1

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's
targeting strategies.

a. advertising; word-of-mouth
b. narrowcasting; broadcasting
c. broadcasting; narrowcasting

d. media; sales

The correct answer is: broadcasting; narrowcasting

Question 58

Correct
Mark 1 out of 1

Which  of  the  following  are  common  mistakes  made  by  international  marketers?

a. All the given options



b. failure  to  take  into  consideration  language  issues  such  as  local  usage/slang 
c. failure  to  modify  products  to  appeal  to  local  customs  and  tastes.
d. failure  to  understand  the  local  meanings  attached  to  colours.

The correct answer is: All the given options


Question 59

Incorrect
Mark 0 out of 1

Branding  assists  buyers  in  numerous  ways.  Which  of  the  following  is  not  a  direct  consumer benefit  derived  from  branding?

a. Branding  enables  suppliers  to  attract  loyal  and  profitable  set  of 
b. Brand  names  increase  shopper  efficiency.
c. Brand  names  convey  product  quality
d. Brand  names  raise  awareness  and  increase  consumer  interest.

The correct answer is: Branding  enables  suppliers  to  attract  loyal  and  profitable  set  of 

Question 60

Correct
Mark 1 out of 1

___________is the added value endowed on services and products.

a. Brand value
b. Brand strategy
c. Brand equity

d. None of these

The correct answer is: Brand equity

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