QN01. This product characteristic explains why carpet or vacuum cleaners are not needed in countries where people like to sweep and mop the floor daily.
- Relative advantage
- Compatibility
- Observability
- Complexity
Answer
(B)Compatibility
QN02. While determining the types of need that can be satisfied by a new product, considerations of price sensitivity, distribution needs and service needs relate to:
- Types of need
- Timing of need
- Controllable market elements
- Trial risks
Answer
(C)Controllable market elements
QN03. Which step of the strategic brand management process is concerned with brand audits, brand tracking and brand equity management system?
- Identify and establish brand positioning
- Measure and integrate brand performance
- Marketing programs for Branding plan and execution
- None of these
Answer
(B)Measure and integrate brand performance
QN04. Which of the following is not true regarding the role of a brand?
- Reduces buyers search cost
- Reduces buyers perceived risk regarding quality and consistency
- Enhances repeat purchase for the seller
- Reduces price premium that is charged for the product
Answer
(D)Reduces price premium that is charged for the product
QN05. Which of the following is not true regarding target return pricing?
- It requires reliable estimate of number of units sold
- Profit remains unaffected if actual sale number differs from that of estimated sales
- Total capital invested in production is required to use this method
- This method is not suitable for totally new products
Answer
(B)Profit remains unaffected if actual sale number differs from that of estimated sales
QN06. ______________ is an extreme form of selective distribution in which only one wholesaler, retailer or distributor is used in a specific geographical area.
- Selective distribution
- Exclusive distribution
- Intensive distribution
- Digital distribution
Answer
(B)Exclusive distribution
QN07. The first step in developing effective marketing communication is:
- Identifying target audience
- Set objectives
- Design communication
- Select channels
Answer
(A)Identifying target audience
QN08. Restaurant chains generally try to ensure that the taste of food remains same across the restaurants. This is an example of the restaurants trying to control:
- Perishability
- Inseparability
- Variability
- Intangibility
Answer
(C)Variability
QN09. The component of service quality which requires employees engaged in service delivery to be prompt and helpful in their work is:
- Tangibles
- Empathy
- Responsiveness
- Assurance
Answer
(C)Responsiveness
QN10. The branding strategy made famous by Intel wherein it focused on creating a brand of a particular component in a computer is also termed as:
- Ingredient branding
- Co-branding
- Sub-branding
- None of these
Answer
(A)Ingredient branding
QN11. The fourth stage of the stage gate system for new product development is:
- Concept development and testing
- Prototype testing
- Production
- Ideation and Screening
Answer
(B)Prototype testing
QN12. Which of the following is not an advantage experienced by pioneers of new product?
- Pioneers are able to create high brand recall
- Pioneers take advantage of customer inertia as the customers continue to purchase the pioneer product
- Pioneers sometime launch products before the consumers are ready to accept the product
- Pioneers achieve economies of scale more quickly than followers
Answer
(C)Pioneers sometime launch products before the consumers are ready to accept the product
QN13. Desirability, performance and communicability are related to ______________ characteristic of a brand image.
- Strong
- Uniqueness
- Favorability
- None of these
Answer
(C)Favorability
QN14. Right branding increases ______________ of the product, which should be more than that of the generic product.
- Market Share
- Profit
- Sales
- Value
Answer
(D)Value
QN15. Advertising and distribution are examples of ______________ type of measure which are used for brand health check.
- Perceptual
- Profitability
- Purchasing and sales
- Marketing support
Answer
(D)Marketing support
QN16. A value-based pricing strategy involves which of the following?
- The pricing is based on amount of units that can be sold
- Setting price based on buyers’ perceptions of value rather than on seller’s cost
- The company adds up the costs of making the product and sets a price that covers the cost plus target profit
- None of the above
Answer
(B)Setting price based on buyers’ perceptions of value rather than on seller’s cost
QN17. Which of the following will increase the value of index of retail saturation?
- Decrease in number of customers in trading area
- Decrease in average expenditure per person for the product in the trading area
- Decrease in total selling space allocated to related products in trading area
- None of these
Answer
(C)Decrease in total selling space allocated to related products in trading area
QN18. ______________ focusses on two way communication and involvement with consumers through personalizing messages and tracking activity of online consumers.
- Interactive marketing
- Content marketing
- Location based marketing
- None of these
Answer
(A)Interactive marketing
QN19. Identify which is an intangible component of a hair cutting salon:
- Imported hair care products
- Skill of the employee
- Certificate of excellence displayed on the counter
- None of these
Answer
(B)Skill of the employee
QN20. The promotional goals a firm develops might be aimed at all of the following, EXCEPT:
- Increasing use of product
- Increasing awareness of the product
- Identifying potential market of the product
- All of these may be the aim of the company
Answer
(C)Identifying potential market of the product
QN21. Major product variables that retailers must consider includes:
- Services Mix
- Product Assortment
- Store atmosphere
- All of these
Answer
(D)All of these
QN22. Which of the following is not true regarding marketing strategy at the growth stage of the product?
- Enter new market segments
- Expand distribution network
- Add new model and flanker products
- Exit current market
Answer
(D)Exit current market
QN23. The topmost level of the BRANDZ model is:
- Relevance
- Performance
- Bonding
- Presence
Answer
(C)Bonding
