Brand Management exam quiz with answer

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Brand Management

1 / 20

Q: Which of the following is NOT included as a basic idea in the definition of marketing concepts

1) Total company effort

2) Profit

3) Productivity

4) Customer satisfaction

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Q: Which of the following is considered the first step of the strategic brand management process

3) Building brand objectives

4) Building brand picture

1) Building brand mission

2) Building brand vision

3 / 20

Q: Which of the following author states that benefits are weak unless they relate to the customers' central values and beliefs

1) Jean-Noel Kapferer

2) Scot M. Davis

3) Philip Kotler

4) Geoffrey Randall

4 / 20

Q: When the same brand name holds several products in different markets, it is known as the

1) Umbrella brand

2) Source brand

3) Multi-brand

4) Range brand

5 / 20

Q: When consumersare seeking low-involvement products, they are unlikely to engage in extensive search, so...is important.

1) Order processing

2) Order booking

3) Ready availability

4) Information about warranty

6 / 20

Q: What approach should a brand manager adopt to know the status of a brand stands in terms of consumer perceptions

1) Compare two or three brands

2) Analyze the market segmentations

3) Select the potential target markets

4) Understanding customer's needs

7 / 20

Q: The traditional view of marketing is that the firm makes something and then...it.markets

1) sells

2) distributes

3) prices

4) services

8 / 20

Q: The...from which brand originates can also be linked to the brand to generate secondary associations.

1) Product

2) Industry

3) Country

4) Region

9 / 20

Q: select an appropriate definition of want .

1) consumer needs

2) needs backed by buying power

3) needs directed to the product

4) basic human requirements

10 / 20

Q: marketing myopia related first paper published in 1960 in the...

1) international business review

2) forbes magazine

3) harvard business review

4) oxford university press

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Q: Market is divided into groups on the basis of age, family size, gender, income, occupation, education, religion, race, generation, nationality, or social class is the best description of which of the following

1) Demographics

2) Psychographics

3) Behavioral

4) Geographic

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Q: Luxury products, such as Rolex watches, are also known as:

1) Shopping product

2) Convenience product

3) Emergency product

4) Specialty product

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Q: In relationship marketing firms focus on...relationships with...

1) short-term; customers and suppliers

2) long-term; customers and suppliers

3) short-term; customers

4) long-term; customers

14 / 20

Q: In channel of distribution, particularly...are able to create an image of their store in the minds of the customer.

1) Whoesaler

2) Retailer

3) Distributor

4) Dealer

15 / 20

Q: Whichever positioning you may like to choose, it has to stem from which one of the following point of view so that they can own it

1) Customers

2) Competitors

3) General Managers

4) Brand owners

16 / 20

Q: Digital technology is changing the way...relate to products and markets.

1) manufactures

2) consumer

3) delears

4) industry

17 / 20

Q: Brands are born out of the following strategies:

1) Segmentation and differentiation strategies

2) Promotion strategies

3) Good purchasing and supply chain strategies

4) All of the given options

18 / 20

Q: A cluster of complementary goods and services across diverse set of industries is called as

1) market place

2) meta market

3) market space

4) resource market

19 / 20

Q: ...is the acquisition of goods and services by the seller or industrial user for the purpose of resale

1) selling

2) assembling

3) buying

4) transportation

20 / 20

Q: ...provides a good quality of service because of a direct interface with the customers, but it is expensive.

1) Direct sales

2) Telemarketing

3) E-marketing

4) All of the given options

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FAQ Brand Management exam quiz

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Brand Management exam quiz with answer

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