MBA/MBA Brand Management MCQ Set 5 Sample Test,Sample questions

Question:
The ability of the marketing programme to affect the customer mind-set will depend on its_________.

1.Salesperson

2.Quality

3.Technology

4.Customer service


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

1.product

2.exchange

3.production

4.customer


Question:
The advertising industry is passing through a transition phase with the emergence of the _________media.

1.television

2.online

3.interactive

4.Information


Question:
The challenge of media planning is becoming greater because the number of ways to send brand messages is ____

1.decreasing

2.complicated

3.increasing

4.competitive


Question:
The cost of an advertisement or a schedule of ads is often based on ______

1.CPP

2.CPR

3.CPI

4.CPM


Question:
The customer mindset affects how _________ react in the market place in six main ways.

1.Values

2.Market values

3.Brand values

4.Organisational values


Question:
The difference between company's present financial position and the financial objectives is known as:

1.Contribution gap

2.Contribution gap

3.Financial objectives' failure

4.Low demand in market


Question:
The drivers of change include all of the following except:

1.Downfall in industry

2.Consumer behavior

3.Market analysis

4.An investment by a foreign firm in local market


Question:
The elasticity of sales to sales promotion is _________ that of advertising

1.Less than

2.Equal to

3.Greater than

4.Inversely proportional to


Question:
The elasticity of sales to sales promotion is _________ that of advertising.

1.Less than

2.Equal to

3.Greater than

4.Inversely proportional to


Question:
The functional risk of brand is related to _____

1.Price

2.Performance

3.Social image

4.Our self concept


Question:
The key customer markets consists of ____

1.Government markets

2.Business markets

3.Consumer markets

4.All of the above


Question:
The mental act, condition or habit of placing trust or confidence in another shows which of the following options?

1.Motive

2.Belief

3.Behavior

4.Attitude


Question:
The most basic level of a product is called the:

1.core product.

2.central product

3.fundamental product.

4.augmented product.


Question:
The most important factor in brand management is to ensure that your _________ must be matching with consumers' perceptions.

1.Brand pinnacle

2.Brand's persona

3.Brand associations

4.Brand value


Question:
The power based on a channel member's superior knowledge and information about his products is called:

1.Expert power

2.Legitimate power

3.Coercion

4.Retailer power


Question:
The print medium continues to rely heavily on CPM to determine scheduling. What is CPM?

1.A percentage of impressions that results in a click

2.A percentage of households tuned to TV

3.The relative average cost to reach one thousand people

4.A payment received for each action


Question:
The process of establishing and maintaining a distinctive place in the market for anorganization or its specific product offers is known as _____

1.Profiling

2.Profiling Segmentation

3.Segmentation

4.Positioning


Question:
The solution to price competition is to develop a differentiated:

1.product, price, and promotion.

2.offer, delivery, and image.

3.package and label.

4.international Web site.


Question:
The strategic brand management process starts with understanding what the brand represents and how it is _________ with respect to its competitors.

1.Positioned

2.Targeted

3.Segmented

4.Promoted


Question:
The task of any business is to deliver _________ at a profit.

1.customer needs

2.customer value

3.products and services

4.improved quality


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

1.sells

2.distributes

3.prices

4.services


Question:
The unique selling proposition (USP) was started in:

1.Advertising era

2.Image era

3.Product era

4.The positioning era


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

1.Product

2.Industry

3.Country

4.Regional


Question:
The _________ is practiced most aggressively with unsought goods, goods that buyers normally do not think of buying, such as insurance, encyclopedias, and funeral plots.

1.marketing concept

2.selling concept

3.production concept

4.product concept


Question:
The _________ is the biggest possible medium and has the quickest and the deepest reach throughout the globe.

1.web

2.TV

3.radio

4.outdoor


Question:
The _________ refers to the various companies that are involved in moving a product from its manufacturer into the hands of its buyer.

1.distribution chain

2.network chain

3.supply chain

4.promotion network


Question:
The _________ relates to extra benefits that a brand offers to its customers.

1.Entire positioning

2.Point of difference

3.Definition of business

4.Innovation


Question:
There are lot of customers have the knowledge of brand. They are inclined to be bound into a contract. A customer bound by a contract is known as ____

1.Loyal customer

2.Difficult customer

3.Potential customer

4.Finicky customer


Question:
This is something that at some time in the future may destabilize and/or reduce the potential performance of the organization:

1.Threat

2.Strength

3.Weakness

4.Opportunities


Question:
This type of growth refers to concentrating activities on markets and/or products that are familiar:

1.Diversification

2.Condensive

3.Integrative

4.Intensive


Question:
Vehicles dealing with particular areas of interest, such as sports, hobbies or finance, are the ones most likely to have lifestyle and product - usage data in addition to_________ profiles.

1.media

2.demographic

3.audience

4.brand


Question:
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


Question:
What is the last stage of the consumer decision process?

1.problem recognition

2.post purchase behavior

3.alternative evaluation

4.purchase


Question:
When a company distributes its products through a channel structure that includes one or more resellers, this is known as ______

1.indirect marketing

2.direct marketing

3.multilevel marketing

4.integrated marketing


Question:
When a company distributes its products through a channel structure that includes one or moreresellers, this is known as ______

1.Indirect marketing

2.direct marketing

3.multi-level marketing

4.integrated marketing


Question:
When companies combine existing brand with new brands, brands are called

1.parent brand

2.product extension

3.brand extension

4.sub-brand


Question:
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


Question:
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


Question:
When we keep the same brand name of new offerings so that customers may develop an immediate familiarity, the resultant phenomenon is known as:

1.Leveraging

2.Extension

3.Diversification

4.Stretching


Question:
Whether to sell via intermediaries or directly to consumers, how many outlets to sell through, and whether to control or cooperate with other channel members are examples of decisions marketers must make about

1.Promotion

2.Price

3.Distribution

4.Product


Question:
Which is not a method of costing media?

1.CPA

2.CTR

3.CPM

4.CPR


Question:
which is the future of of direct marketing ____

1.one to one communication

2.open dialogue

3.personal relationship

4.All the above


Question:
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


Question:
Which of the following is a "concise statement that summarizes brand's commitment or promise to target consumers and actively communicates the advantage over competing brands"?

1.Vision statement

2.Mission statement

3.Positioning statement

4.alue statement


Question:
Which of the following is basically getting into different versions of the same base product on the same market?

1.Product extension

2.Brand diversification

3.Market extension

4.Line extension


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

1.Building brand mission

2.Building brand vision

3.Building brand objectives

4.Building brand picture


Question:
Which of the following is not a reason of "selling a service is difficult"?

1.Competitors can copy services very easily

2.It is hard to summarize and communicate services

3.Standardization among services is difficult

4.Customer can never be satisfied with a service


Question:
Which of the following is not a reason of "selling a service is difficult"?

1.Competitors can copy services very easily

2.It is hard to summarize and communicate services

3.Standardization among services is difficult

4.Customer can never be satisfied with a service


Question:
Which of the following is not a valid statement?

1.It is necessary to plan for out-of-home media

2.The media environment has become fiercely competitive

3.Media planning is less important than creative

4.Independent media buying services specialize in media planning


Question:
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


Question:
Which of the following is one of the marketer's major positioning tools, which has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction.

1.Social marketing

2.Product quality

3.Specialty marketing

4.Position marketing


Question:
Which of the following is the indicator of brand strength?

1.Brand reputation

2.Patents and rights

3.Perceived brand values

4.Growth rate


Question:
Which one of the following form of asset the brand has ______

1.Tangible assets

2.Intangible assets

3.Current assets

4.Fixed assets


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