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
