MULTIPLE CHOICE QUESTIONS- BRAND MARLKETING

1. Good marketing is no accident, but a result of careful planning and ________.

a. execution
b. selling
c. strategies
d. research

2 . Marketing management is ________.

a. managing the marketing process
b. monitoring the profitability of the company’s products and services
c. the art and science of choosing target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior customer value
d. developing marketing strategies to move the company forward

3. Chimney Sweeps employs people to clean fireplaces and chimneys in homes and apartments. The firm
is primarily the marketer of which one of the following?
a. An image
b. A service
c. A good
d. An idea

4. Marketers often use the term ________ to cover various groupings of customers.
a. People
b. Buying power
c. Demographic segment
d. Market

5. The ________ concept holds that consumers and businesses, if left alone, will ordinarily not buy
enough of the organization’s products.
a. production
b. selling
c. marketing
d. holistic marketing

6. .Which of the following would be the best illustration of a subculture?

a. A religion.
b. A group of close friends.
c. Your university.
d. Your occupation.

7. The buying process starts when the buyer recognizes a _________.

a. Product
b. an advertisement for the product
c. a salesperson from a previous visit
d. problem or need
8. If actual performance exceeds the expected performance of the product, Then customer is
___________________
a. Satisfied
b. Dissatisfied
c. Delighted
d. Neutral

9. Bread and milk are which kind of products?

a. Specialty Products
b. Convenience products
c. Shopping products
d. Unsought products

10. Parents buy toys for their children act as _______________ in the buying process.
a. Decider
b. Buyer
c. Maintainer
d. All of the above

11. If a firm is practicing ____________________, the firm is training and effectively motivating its
customer-contact employees and all of the supporting service people to work as a team to provide
customer satisfaction.
a. double-up marketing
b. interactive marketing
c. service marketing
d. internal marketing

12. A cluster of complementary goods and services across diverse set of industries is called as
_____________
Market place
Meta market
Market space
Resource Market

13. Adding new features to a product is advocated by which of the approaches?

a. Product Approach
b. Production Approach
c. Marketing Approach
d. Selling Approach

14. One of the key tasks of marketers is ____________ and to create consumer perceptions that the
product is worth purchasing.
a. To make products easily visible and available
b. To promote sales of products
c. To differentiate their products from those of competitors
d. To do marketing surveys

15. What is the last stage of the consumer decision process?

a. problem recognition
b. post purchase behavior
c. alternative evaluation
d. purchase

16. ________ markets are made up of members of the distribution chain.

a. Consumer
b. Business-to-business (industrial)
c. Channel
d. Institutional

17. Which of the following is considered a “key player” in the marketing industry?
a. marketer
b. suppliers or vendors
c. distributors or retailers
d. all of the above

18. Marketing Mix is the most visible part of the marketing strategy of an organization.
a. True
b. False

19. Businesses spend most of their advertising rupees on business-to-business markets.

a. True
b. False

20. A transaction in which the organization is making an initial purchase of an item to be used to
perform a new job refers to which of the following purchases?
a. Straight rebuy purchase
b. Delayed purchase
c. New-task purchase
d. Modified rebuy purchase
21.________ markets include a wide variety of profit and nonprofit organizations, such as hospitals,
government agencies, and schools, which provide goods and services for the benefit of society.

a. Consumer
b. Business-to-business (Industrial)
c. Reseller
d. Institutional
22. Which of the following is NOT considered a type of reseller?
a. wholesaler
b. retailer
c. manufacturer
d. distributor

23. The promotion “P” of marketing is also known as ________.

a. Product Differentiation
b. Distribution
c. Cost
d. Marketing Communication

24. When a company distributes its products through a channel structure that includes one or more
resellers, this is known as ________.
a. Indirect marketing
b. direct marketing
c. multi-level marketing
d. integrated marketing

25. In marketing theory, every contribution from the supply chain adds ________ to the product.
a. value
b. costs
c. convenience
d. ingredients

26. Institutional markets consist of people who buy products and services for personal use.

a. True
b. False

27. Listing alternatives that will solve the problem at hand and determining the characteristics of each
occurs during which stage of the final consumer’s decision process?

a. Information search
b. Purchase
 c. Evaluation of alternatives
d. Post purchase

28. The act of trading a desired product or service to receive something of value in return is known as
which key concept in marketing?

a. product
b. exchange
c. production
d. customer

29. The most basic level of a product is called the:

a. core product.
b. central product.
c. fundamental product.
d. augmented product.

30. Anything that can be offered to a market for attention, acquisition, use, or consumption that might
satisfy a want or need is called a(n):

a. idea.
b. demand.
c. product.
d. service.

31. In ________ consumers may share a strong need that cannot be satisfied by an existing product.

a. negative demand
b. latent demand
c. declining demand
d. irregular demand

32. Marketing is both an “art” and a “science” there is constant tension between the formulated side of
marketing and the ________ side.

a. creative
b. selling
c. management
d. behavior
33. Mr. Lopez buys goods and services for use in the production of products that are sold and supplied
to others. Mr. Lopez is involved in ________.

a. consumer buying behavior

b. post-purchase dissonance
c. retail buyer behavior
d. business buyer behavior

34. The four unique elements to services include:

a. Independence, intangibility, inventory, and inception

b. Independence, increase, inventory, and intangibility
c. Intangibility, inconsistency, inseparability, and inventory
d. Intangibility, independence, inseparability, and inventory

35. Convenience products usually have intensive distribution because sales of these products tend to
have a direct relationship to availability.

a. True
b. False

36. The ________ holds that the organization’s task is to determine the needs, wants, and interests of
target markets and to deliver the desired satisfactions more effectively and efficiently than competitors
in a way that preserves or enhances the consumer’s and the society’s wellbeing.

a. customer-centered business
b. focused business model
c. societal marketing concept
d. ethically responsible marketing

37. A change in an individual's behavior prompted by information and experience refers to which one of
the following concept?

a. Learning
b. Role selection
c. Perception
d. Motivation

38. Holistic marketers achieve profitable growth by expanding customer share, ________, and capturing
customer lifetime value.

a. undermining competitive competencies

 b. building customer loyalty
c. milking the market for product desires
d. renewing a customer base

39. ________ pricing is the approach of setting a low initial price in order to attract a large number of
buyers quickly and win a large market share.

a. Market-skimming
b. Value-based
c. Market-penetration
d. Leader

40. While buying milk which kind of behaviour is displayed by a person? Extensive problem solving

a. behavior Routinized
b. buying behaviour
c. Variety seeking behaviour
d. None of the above

41.________ markets include a wide variety of profit and nonprofit organizations, such as hospitals,
government agencies, and schools, which provide goods and services for the benefit of society.

a. Consumer
b. Business-to-business (Industrial)
c. Reseller
d. Institutional

42. Which of the following is NOT considered a type of reseller?

a. wholesaler
b. retailer
c. manufacturer
d. distributor

43.The promotion “P” of marketing is also known as ________.

a. Product Differentiation
b. Distribution
c. Cost Marketing
d. Communication
44.When a company distributes its products through a channel structure that includes one or more
resellers, this is known as ________.

a. indirect marketing
b. direct marketing
c. multi-level marketing
d. integrated marketing
45.In marketing theory, every contribution from the supply chain adds ________ to the product.

a. value
b. costs
c. convenience
d. ingredients
46.Institutional markets consist of people who buy products and services for personal use.

a. True
b. False

47. Listing alternatives that will solve the problem at hand and determining the characteristics of each
occurs during which stage of the final consumer’s decision process?

a. Information search
b. Purchase
c. Evaluation of alternatives
d. Post purchase
48. The act of trading a desired product or service to receive something of value in return is known as
which key concept in marketing?

a. Product
b. exchange
c. Production
d. customer

49.The most basic level of a product is called the:

a. core product.
b. central product.
c. fundamental product.
d. augmented product.

50. Anything that can be offered to a market for attention, acquisition, use, or consumption that might
satisfy a want or need is called a(n):
 a. idea.
b. demand.
c. product.
d. service.

Answer key : 1(a), 2(c), 3(b), 4(d), 5(b), 6(a), 7(d), 8(c), 9(b), 10(d),11(d), 12(b), 13(a), 14(c), 15(b), 16(c),
17(d), 18(a), 19(b),
20(c),21(d),22(c),23(d),24(a),25(a),26(b),27(c),28(b),29(a),30(c),31(b),32(a),33(d),34(c),35(a),36(c),
37(a),38(b), 39(c), 40(b), 41(d), 42(c), 43(d), 44(a), 45(a), 46(b), 47(c), 48(b), 49(a), 50(c).
Question # 1 of 20 ( Start time: 07:29:26 PM ) Total M - 1
The business growth that takes place because of the internal working of the different
parts within an organization is known as which of the following?
Acquisition
Organic growth
Rapid growth
Licensing
Question # 2 of 20 ( Start time: 07:30:59 PM ) Total M - 1
Which of the following is the characteristic of personality of a brand?
Logo
Packaging
Color
Durability
Question # 3 of 20 ( Start time: 07:32:57 PM ) Total M - 1
A strong brand refers to which one of the following?
Offers greater potential to charge a premium price
Helps to recover development and launch costs
Provides large base of loyal customers
All of the given options
Question # 4 of 20 ( Start time: 07:34:08 PM ) Total M - 1
A fashion clothing company getting into perfumes refers to the example of:
Perceived difficulty of manufacture
Know-how transferability
Complementarity
Awareness and reputation of the parent
Question # 5 of 20 ( Start time: 07:35:40 PM ) Total M - 1
Which of the following brand strategy which gives you the benefit of premium pricing?
Umbrella brand strategy
Line brand strategy
Product brand strategy
Family brand strategy
Question # 6 of 20 ( Start time: 07:37:08 PM ) Total M - 1
If a company's customers are concentrated in a small geographic area and the company sells
technical products, which promotion method will it most likely use?
Question # 7 of 20 ( Start time: 07:38:50 PM ) Total M - 1
Which of the following is a set of promises that the brand makes to customers?
Brand contract
Brand association
Brand persona
Brand equity
Question # 8 of 20 ( Start time: 07:39:57 PM ) Total M - 1
When brand management becomes the heart of marketing then which one becomes the
heart of brand management.
Owner’s equity
Brand equity
Brand assets
Brand value
Question # 10 of 20 ( Start time: 07:41:55 PM ) Total M - 1
To be successful, the company must have all its __________ at work to deliver superior
value.
Resources
Brands
Employees
Communication
Question # 11 of 20 ( Start time: 07:43:10 PM ) Total M - 1
Which of the following is created by management for the consumer and for the company
through good brands:
Value
Price
Cost
Rate
Question # 12 of 20 ( Start time: 07:44:06 PM ) Total M - 1
When two brands join hands to create one brand by using the strong expressions of both,
this is known as:
Bundling
Branding
Brand management
Brand equity
Question # 13 of 20 ( Start time: 07:45:13 PM ) Total M - 1
Building the brand vision is very serious matter and cannot be decided by just one
manager because of the issue of:
Finance
Marketing
Production
Promotion
Question # 14 of 20 ( Start time: 07:46:17 PM ) Total M - 1
CRE stands for what?
Customer response effect
Customer relationship effect
Customer responsibility effect
Customer resource effect
Question # 15 of 20 ( Start time: 07:47:38 PM ) Total M - 1
“Intel inside” is a classic example of which one of the following?
Bundling
Ingredient co-branding
Joint venture
Effective packaging
Question # 16 of 20 ( Start time: 07:48:49 PM ) Total M - 1
The prices of luxury product fall under:
Plus-one pricing
Skim pricing
Strategic account pricing
Segment pricing
Question # 20 of 20 ( Start time: 09:04:11 PM ) Total M - 1
Introducing additional items in the same product category by adding new flavors, forms,
colors, ingredients or package sizes, under the same brand name, is known as:
Line extensions
Product mix
Interactive marketing
Service intangibility

Advertising is a major promotion mix ingredient that is a:

Paid form of personal communication
Paid form of non personal communication
Non paid form of personal communication
Non paid form of non personal communication
Which of the following statements about Place/Distribution decisions is CORRECT?
Product classes are not related to Place objectives
The product life cycle is not related to Place objectives
Place decisions are short-term decisions that are easy to change
Different market segments may require separate Place arrangements.
Which one of the following is indicator of a company’s desire to better meet the demands of the
market, not only through differentiated products but also through different brands and there fore
different identities?
Brand portfolio
Brand extension
Line extension
Brand diversification
Which one of the following pricing model is suggested during the decline stage of brand?
Harvest pricing
Penetration pricing
Cost based pricing
Market based pricing
Which one of the following brand layer is slightly wider than line brands?
Family brands
Range brands
Umbrella brands
Product brands
Based on various researches, which of the following is NOT TRUE about brand perception?
People perceive the brand as a whole
Perception is comprehensive
Consumers’ perception is the reality
The brand has a personality
Based on various researches, which of the following is NOT TRUE about brand perception?
People perceive the brand as a whole
Perception is comprehensive
Consumers’ perception is the reality
The brand has a personality
Whichever positioning you may like to choose, it has to stem from the point of view of which one
of the following so that they can own it?
Customers'
Competitors'
General Managers'
Brand owners'
Which of the following is one of the marketer’s major positioning tools, that has a direct impact on
product or service performance; thus, it is closely linked to customer value and satisfaction?
Product quality
Social marketing
Specialty marketing
Production quality
To update brand position is very necessary and there are different criteria to update it. How many
criteria are adapted to judge if there is need for updating?
Four
Three
Six
Five
The distribution channel’s performance depends on all of the following EXCEPT:
Customer reach
Operating efficiency
Service quality
Place of distribution
Addition of 2.25 liter bottle by Coca Cola will cause to:
Increase customer base and usage
Enhance customer loyalty
Generate more profit
Develop brand image
If a company introduce same brand name for several product in different markets then company is
applying which one of the following brand strategy?
Product brand strategy
Line brand strategy
Rand brand strategy
Umbrella brand strategy
Communication through a news story regarding an organization and/or its products that is
transmitted through a mass medium at no charge is which one of the following?
Advertising
Sales promotion
Personal selling
Publicity
Which of the following leads us to determine why customers buy what they buy?
Customer need analysis
Brand-based customer model
Good brand promise
Brand management process
One member of an organization has the ability to control resources and change behavior of the
other. It is an exercise of which one of the following?
Coercive power
Reward power
Legitimate power
Expert power
A personal computer with features relating to processor’s specifications, the size of the hard disk
and capacity of RAM is an example of:
Implicit promise
Explicit promise
Positive promise
Negative promise
The more the customers are knowledgeable of a brand’s promises, the more they are inclined to
be bound into a:
Contract
Agreement
Settlement
Negotiation