QN01. A great effort in terms of time and money is required for _________; and despite the effort, results are not guaranteed.
- Growth
- Profitability
- Branding
- Promotion
Answer
(A)Growth
QN02. A large amount of _________ advertising is for retailers, local businesses and for promotions.
- news paper
- magazines
- radio
- television
Answer
(C)radio
QN03. A marketer need to understand that some general traits of a brand name are
- Easy to recognize
- Easy to pronounce
- Easy to memorize
- None of the above
Answer
(D)None of the above
QN04. A mix of different communication tools has a better chance of achieving
- Objectives
- Synergy
- Efficiency
- Effectiveness
Answer
(B)Synergy
QN05. Word "brand" is frequently used as a
- customers
- marketing
- advertising
- metonym
Answer
(D)metonym
QN06. A personal computer with features relating processor's specifications, the size of the hard disk and capacity of RAM is an example of:
- Explicit promise
- Implicit promise
- Positive promise
- Negative promise
Answer
(A)Explicit promise
QN07. A social and managerial process by which individuals and organizations obtain what they need and want through value creation refers to which one of the following concepts?
- Selling
- Advertising
- Barter
- Marketing
Answer
(D)Marketing
QN08. A sound mission and value statement must have all the attributes EXCEPT:
- Memorable
- Pragmatic
- Lengthy
- Inspiring
Answer
(C)Lengthy
QN09. According to Scot Davis, how many years are required to change the brand positioning?
- Two to five years
- Three to six years
- Two to six years
- Three to five years
Answer
(D)Three to five years
QN10. Achieving the right brand identity means creating brand _________ with customers.
- Salience
- Resonance
- Awareness
- Loyalty
Answer
(A)Salience
QN11. Advertising _________ is capable to attract consumers only if it is based on their needs.
- Reach
- Copy
- Frequency
- Media
Answer
(B)Copy
QN12. Advertising to todays consumers, we need to look beyond the _________ media of print, radio, and television.
- traditional
- non – traditional
- social
- new
Answer
(A)traditional
QN13. All of the following statements would be considered to be TRUE regarding company vision statements EXCEPT:
- Vision statements are never presented with an organization's mission statement
- Vision statements are often combined with the mission statement
- Vision statements are often designed to be memorable, one-line statements
- Vision statements reflect an organization's strategic intent
Answer
(A)Vision statements are never presented with an organization's mission statement
QN14. An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?
- Line extension
- Multibrand
- Brand extension
- Rebranding
Answer
(C)Brand extension
QN15. While determining levels of preferences of consumers in relation to the criterion, researchers come to know that mostly consumers give priority to the brand due to it's:
- Customer service
- Consistent performance
- Price value relationship
- Accessibility
Answer
(B)Consistent performance
QN16. An effective advertising campaign:
- Revolves around a strong single idea
- Should appeal to self interest of customer
- Must not wander off
- All of the given options
Answer
(D)All of the given options
QN17. 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):
- idea
- demand
- product.
- service.
Answer
(C)product.
QN18. At the center of a brand's characteristics is the following:
- Identity
- Image
- Value
- None of the given options
Answer
(C)Value
QN19. Attack the market and defend the position are the prime strategies pursued by a firm with _________ positioning.
- Market challenger
- Market Leader
- Market Follower
- Market Nicher
Answer
(B)Market Leader
QN20. Benefits of having different brands include all of the following except:
- Quickly respond to retailers' need
- Effectively compete in market
- Save the actual brand image
- Fill all the gaps in market
Answer
(D)Fill all the gaps in market
QN21. Brand _________ is a customer's personal opinion about a brand.
- Judgment
- Image
- Identity
- Personality
Answer
(A)Judgment
QN22. Brand assets include:
- The name of the brand
- Reputation, relevance, and loyalty
- Less quality complaints
- All of the given options
Answer
(B)Reputation, relevance, and loyalty
QN23. Brand awareness consists of brand recognition and brand _________.
- Growth
- Recall
- Presence
- Identity
Answer
(B)Recall
QN24. Brand element is also known as _________.
- Awareness
- Recall
- Identity
- Image
Answer
(C)Identity
QN25. Brand feelings are customers' emotional responses and _________ with respect to the brand.
- Actions
- Interaction
- Reactions
- All of the above
Answer
(C)Reactions
QN26. Brand identity is followed by _________, which is a reflection of what marketers planed to send to the public.
- Brand value
- Brand image
- Advertising
- Brand personality
Answer
(B)Brand image
QN27. With the effort of team of professionals in a company, produce end product which isrelated to the _________
- Brand creation
- Idea creation
- Brand management
- Marketing management
Answer
(D)Marketing management
QN28. Brand knowledge refers to brand _________.
- Awareness
- Recall
- Personality
- Persona
Answer
(A)Awareness
QN29. Brand management came into being for which of the following reasons:
- Companies wanted to achieve scale economies.
- It supplemented financial management practices
- It suited production and operations personnel
- Companies wanted to differentiate their products and highlight distinctions in a competitive environment.
Answer
(D)Companies wanted to differentiate their products and highlight distinctions in a competitive environment.
QN30. Brand personality is a set of _________ characteristics associated with the brand.
- Human
- Computer
- Product
- Artificial Intelligence
Answer
(A)Human
QN31. Brand resonance and the relationships that consumers have with brands have two dimensions: intensity and _________.
- Growth
- Activity
- Judgment
- Creativity
Answer
(B)Activity
QN32. Brand which is result of extension in brand or sub-brand is classified as
- brand extension
- sub-brand
- parent brand
- product extension
Answer
(C)parent brand
QN33. Branding strategy is also called
- brand architecture
- branding rate
- brand earnings
- brand responsiveness
Answer
(A)brand architecture
QN34. Brands are born out of the following strategies:
- Segmentation and differentiation strategies
- Promotion strategies
- Good purchasing and supply chain strategies
- All of the given options
Answer
(A)Segmentation and differentiation strategies
QN35. Brands are diversified because:
- It is essential for brand survival
- Some brands have such a high awareness that those are perceived by customers to be in categories where they are not present.
- Cost-cutting is possible by advertising products with the same brand name
- All of the given options
Answer
(D)All of the given options
QN36. Brands like to stay contemporary because of:
- Others do it
- Staying attractive
- Upholding the contract
- None of the given options
Answer
(C)Upholding the contract
QN37. Building brand equity through leveraging secondary brand associations is an _________ approach.
- Direct
- Special
- Procured
- Indirect
Answer
(C)Procured
QN38. Building the brand vision is very serious matter and cannot be decided by just one manager because of the issue of:
- Marketing
- Finance
- Production
- Promotion
Answer
(B)Finance
QN39. Building the brand vision is very serious matter and cannot be decided by just onemanager because of the issue of:
- Marketing
- Finance
- Production
- Visual display
Answer
(B)Finance
QN40. Buying goods and services for further processing or for use in the production process refers to which of the following markets?
- Consumer markets
- Government markets
- Business markets
- International markets
Answer
(C)Business markets
