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1 | |
The product line can be described as: |
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| | A) | All the products a company makes. |
| | B) | All the products a company sells. |
| | C) | The development of a single product over time. |
| | D) | Brands that are closely related in terms of their function and benefits provided. |
| | E) | The production facilities used to manufacture products. |
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2 | |
Why might a company introduce a fighter brand? |
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| | A) | To open up high quality retail outlets. |
| | B) | To compete with low price substitutes while protecting existing brand reputations. |
| | C) | To compete by cutting prices of existing brands. |
| | D) | To obtain publicity and raise awareness for a new product launch. |
| | E) | To reduce stock levels by selling off old stock at reduced prices. |
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3 | |
The strength of a brand’s position in the market place is built on six elements: brand domain, brand heritage, brand assets, brand personality, brand reflection and which one of the following: |
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| | A) | Brand ownership |
| | B) | Brand packaging |
| | C) | Brand price |
| | D) | Brand values |
| | E) | Brand advertising |
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4 | |
Internal marketing can be described as: |
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| | A) | Training and communicating with staff. |
| | B) | Working with trade unions to solve problems. |
| | C) | Encouraging staff to take up the study of marketing. |
| | D) | Offering staff discounts on goods produced by the company. |
| | E) | Opening factory shops to sell at a discount to staff. |
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5 | |
Global branding can be achieved in three ways, 1. Geographic extension of existing brands, 2. Brand alliance through joint ventures and: |
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| | A) | Brand repositioning |
| | B) | Brand promotion |
| | C) | Market penetration |
| | D) | Brand acquisition |
| | E) | Brand values |
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6 | |
A good brand name should: |
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| | A) | Appeal to young people. |
| | B) | Sound like a animal or natural phenomena. |
| | C) | Relate to the latest technology. |
| | D) | Include the company’s name. |
| | E) | Be distinctive and easy to remember. |
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7 | |
Product safety, planned obsolescence and packaging information all relate to which area of marketing: |
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| | A) | Strategic marketing |
| | B) | Societal marketing |
| | C) | Green marketing |
| | D) | Relationship marketing |
| | E) | Ethical marketing |
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8 | |
Heinz oxtail soup is a category of the Heinz brand. |
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| | A) | TRUE |
| | B) | FALSE |
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9 | |
Understanding the difference between benefits and _____________________ is important when considering the notion of brand values. |
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| | A) | Features |
| | B) | Quality |
| | C) | Depth |
| | D) | Variants |
| | E) | Service |
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10 | |
A family brand name is used for: |
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| | A) | Individual products. |
| | B) | Products aimed at young parents. |
| | C) | All products. |
| | D) | Products produced by traditional companies that are identified by the founder’s family name. |
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11 | |
Brand equity is: |
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| | A) | Profit remaining after deducting production costs. |
| | B) | Brands which do not harm the environment. |
| | C) | Good value products. |
| | D) | Financial value of a brand based on associated good will. |
| | E) | Fair trading. |
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12 | |
Being first means that a brand is more likely to be successful. |
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| | A) | TRUE |
| | B) | FALSE |
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13 | |
Which one of the following is not a reason for a company to decide to re-brand a product or service: |
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| | A) | Merger or acquisition |
| | B) | Market awareness |
| | C) | Brand familiarity |
| | D) | Corporate strategy changes |
| | E) | Legal problems |
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14 | |
Parallel co-branding occurs when two or more independent brands join forces to produce: |
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| | A) | A manufacturer brand |
| | B) | A family brand |
| | C) | An individual brand |
| | D) | A combined brand |
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15 | |
The ACID test can be used to investigate: |
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| | A) | The effectiveness of the marketing strategy. |
| | B) | The profitability of a business. |
| | C) | The position of a company in the market place. |
| | D) | The dimensions of corporate identity. |
| | E) | The success of the marketing plan. |
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16 | |
A brand extension is: |
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| | A) | Use of an established brand in unrelated markets. |
| | B) | Use of an established brand name on a new brand within a new market. |
| | C) | Use of an established brand name on a new brand within the same broad market. |
| | D) | The goodwill associated with a brand. |
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17 | |
Linking two or more existing brands from different companies for the point of joint promotions is: |
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| | A) | Product-based branding |
| | B) | Parallel co-branding |
| | C) | Communications co-branding |
| | D) | Global branding |
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18 | |
A company wishing to establish a global brand should determine which parts of the brand can be ___________________ and which can be ___________________. |
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| | A) | Stretched, extended |
| | B) | Standardised, varied |
| | C) | Communicated, distributed |
| | D) | Standardised, stretched |
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19 | |
The ethos, aims and values of an organisation represent its: |
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| | A) | Corporate identity |
| | B) | Mission |
| | C) | Conceived identity |
| | D) | Communicated identity |
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20 | |
There are five dimensions of corporate identity. Which
dimension represents the optimum positioning of the organisation in its market(s)? |
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| | A) | Conceived identity |
| | B) | Desired identity |
| | C) | Ideal identity |
| | D) | Actual identity |
| | E) | Communicated identity |
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21 | |
From an ethical perspective, global branding helps create equality in power and profits between rich and poor nations. |
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| | A) | TRUE |
| | B) | FALSE |
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22 | |
Gap analysis examines __________ identity interfaces: |
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| | A) | 2 |
| | B) | 5 |
| | C) | 8 |
| | D) | 10 |