Marketing Management Questions

Which one is not a brand policy?

all. brand extension, brand expansion, co-brand, brand franchising, brand licensing

A brand is a

all. name, symbol design, mark

A brand may be identified as

all. one item, a family of items, all items of that seller

Brand equity is composed of

all. trust, associations, loyalty

Associates of a brand are

all. unique, strong, positive

"A name, term, symbol, or design, or a combination of them, which seeks to identify the goods or services from a vendor or group of sellers and differentiate them from the competition". This is the definition of a

brand

How are the competitive advantages identified

by looking solely at the marketing plan

which of the following is the definition of a retailer

It is an agent that buys products on its own, reselling them without making any transformation on the original product

Which would be appropriate axes for a positioning map of chocolate

Sweetness and variety

Which of the following is an example of paid media

TV commercials

Apple has defined potential consumer groups and is in the process of choosing which groups to market to specifically, they would be doing which of the following right now?

Targeting

Which of these is not a member of the 4 c model

capital

company a has determined that their strategic marketing plan is consistent. this is an example of which validation test

coherence

what is co branding

collaborate with another brand

which of the following is not a reason to choose a channel for a marketing mix

commercial distribution

A strength in a particular factor does not automatically create a

competitive advantage

According to cutler, brands should keep _____ in mind to differentiate its offerings and build a unique set of benefits

competitive advantage

Marketing environment consists of the macro/micro environment. Which of the following doesn't belong to the macroenvironment

competitors

Improving customer service is an example of what objective

consumer objective

What is purchase intention based on

consumers expectations

Which of the strategic marketing Cs relates to place

convenience

L'Oreal's Original Mascara enhances lashes and self confidence of the User. This is an example of:

core benefit

which pricing method adds a standard markup to the cost of the product

cost-plus pricing

What are the most important actors in the company's microenvironment

customers

which of the following is not an example of earned media

direct mail

Advertising appeals should be meaningful, believable, and

distinctive

which one is not a part of competitive analysis

talking and negotiating with competitors

To what are brand decisions related to

the brand strategy

what is the strategic gap

the difference between the expected results and established objectives

Who are success factors perceived by

the market

What is underpositioing?

the market does not associate anything special with the brand

A person with a passive view of the market believes that

the market is uncontrollable

the environmental dimensions of SWOT analysis are

threats and opportunities

which of the following is not a process in developing a strategic marketing plan

to conduct a competitive analysis

All of the following are downsides to implementing a price piano strategy except

total expenditures for the products are more

What is the legal term for brand

trademark

When you ignore the segments of a market you are using

undifferentiated marketing

Which of the following is an example of a niche strategy

whole foods

What below is apart of coca-cola's brand?

All.

Which of the following are part of differentiated marketing

All.

Which of the following is an example of sales promotion

All.

natural environment shows three major trends

All.

It is important to know ______ when creating a positioning map.

All. Situation of competitor brands, characteristics important to consumers, ideal positioning

Which of the following is a correct example of the relationship between needs and wants?

All. You need food, but you want a steak

owned media is best at creating what for consumers

B and C. Trial and preference

What is the main relationship between product and brand

Brand gives products objectives and content

Successful brand positioning makes sure that

Consumers know what the brand stands for

_______ are characteristics customers take into consideration and find important when buying a product

Determinant attributes

Company A has various combinations to achieve predetermined goals, what is necessary for the to do

Evaluate alternatives

Who is the father of marketing

Kotler

which of the following is not a communication/promotion tool

None

Which one of the BCG Matrix quadrants has a high MGR and a low RMS

Question mark

Which of the following represents the most logical progressive sequence?

Segmentation, targeting, positioning

Where on Maslow's hierarchy of needs do achievement and recognition fall

Self- esteem

what is the correct order of the price-setting decision process

Set price objective -> Estimate demand -> Determine costs -> Examine competitor's prices -> select a method for calculating prices -> Set a price level -> Adapt price structure

What are the components of a product

all.

Which reason is NOT a reason to remove the product?

You're waiting for times to change and better times to come

Which of these are apart of the four stages of evolution? Brand as..

all. Formal differentiation of products, legal protection, set of emotional attributes, value

which of the following is a marketing asset

a and b. loyalty and advertising

What is the main objective of the value added process

add value to better satisfy customers

Which of the following is not one of the validation characteristics for segmentation

adjacent segment

what is brand franchising

agreement that allows a company to sell another company's products

what is brand licensing

agreement that allows a company to use another company's brand

how can a company reach a particular objective

all

what is included in a brand's portfolio

all the brands that a company manages

Sales objectives can be expressed

all.

The buyers are less price sensitive when..

all.

What sector would typically use a push strategy

donuts

Which of the following is the E in POE acronym for media channels

earned

An expanded product

exceeds the customer's expectations

Which of the following do car dealers elect

exclusive

Mark uses a SWOT exploitation in which steps of creaking his marketing strategy

first step

Which of theses accurately defines the 4-C's

forces impacting pricing strategy and implementation

Which of the following is not a segmentation strategy

half market strategy

what is the definition of competitive advantage

having attributes that give certain superiority over competitors

Which characteristic does not describe owned media

high credibility

One of the cons of doing a mix in pricing strategy is

increase in supply chain complexity

What is brand extension policy

introduce in a new market or sector

strategic action is evaluated through which two aspects

investments and results

Which is NOT a characteristics of the Schnaars model launch strategy

leads to less products

RyanAir is an example of which type of global positioning

less for less

Companies hire _______ to influence legislation and affect their industries

lobbyists

Matrix models

look at market attractiveness

unfavorable trends in the market can lead to

loss of market share

what the the two major elements of marketing strategy

messages and media

Disney's friendly employees are an example of a competitive advantage in relation to

none (people)

A company is best off when there is a relationship between strengths and _____

opportunities

Which of the following are part of the concept of competitive advantage

perceived

What is the only element of the marketing mix that produces revenue

price

Which of the 4 Ps is the only one that brings revenue

price

which element of the marketing mix is most flexible

price

Smart managers take what kind of approach to the marketing environment

proactive

What is not a function of a wholesaler

product distribution

which is true about paid media

raises awareness

Which of the following is NOT a consequence of lowering price

reduces loyalty

What is an example of geographic segmentation criteria

region

Profit objectives require the assessment of the ______ impact on the company profitability

sales objectives

Which of the following is not an example of demographic segmentation criteria

social class

How do strategic and operational marketing differ in terms of their time orientation of projects

strategic is mid-long term and operational is short-mid term