Advertising & Brand Management
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Hepsi KonathamAdvertising & Brand Management
Uploaded by
Hepsi KonathamAdvertising & 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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Dashboard / My courses / Advertising & Brand Management / Pre-Final Test (Mock Test) / Pre-Final Test (Mock Test)
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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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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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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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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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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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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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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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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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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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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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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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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Advertising & Brand Management
Dashboard / My courses / Advertising & Brand Management / Pre-Final Test (Mock Test) / Pre-Final Test (Mock Test)
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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