Marketing Management | Chapter 1 | Part 2 | MBA MCQs | MM

 

1. Labeling, packaging are associated with ____________.
   1.   Product mix
   2.   Promotion mix
   3.   Place mix
   4.   Price mix
2. A ____________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.
   1.   Brand partition
   2.   Brand position
   3.   Brand portfolio
   4.   Brand image
3. A company’s major enduring asset is ____________.
   1.   Its leadership
   2.   Its brand
   3.   Its culture
   4.   Its stakeholders
4. A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create brand value is called ____________.
   1.   The brand value chain
   2.   The brand portfolio
   3.   The brand life cycle
   4.   Brand positioning
5. Brand equity can be measured in two ways. Which of the following would be a good representation of one of those ways?
   1.   Statistical analysis of demographics
   2.   Secondary evaluation of governmental statistics
   3.   Directly assessing the actual impact of brand knowledge on consumer response to
      different aspects of marketing
   4.   Hiring independent evaluators.
6. ____________ is the consumers’ ability to identify the brand under different conditions, as reflected by their brand recognition or recall performance.
   1.   Brand awareness
   2.   Brand image
   3.   Brand alternation
   4.   Brand perception
7. Brand elements and secondary associations can make important contributions to building brand equity; however, the primary input comes from ____________.
   1.   The products or services and supporting marketing activities
   2.   Marketing research
   3.   The consumer
   4.   The distributors
8. Brand names are not only important brand elements. Often, ____________, the more important it is that brand elements capture the brand’s intangible characteristics.
   1.   the less concrete benefits are
   2.   the more concrete benefits are
   3.   the more varied brand perception are
   4.   the less varied brand perception are
9. If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ____________.
   1.   memorable
   2.   meaningful
   3.   likeable
   4.   transferable
10. David Aaker views brand equity as a set of five categories of brand assets and liabilities linked to a brand that add or subtract from the value provided by a product or service to a firm and/or that firm’s customers. All of the following would be among Aaker’s five categories EXCEPT ____________.
    1.   Brand loyalty
    2.   Brand awareness
    3.   Perceived quality
    4.   Brand price
11. In most ____________ situations, one company licenses another company’s well-known brand to use in combination with its own.
    1.   Brand extension
    2.   Brand equity
    3.   Co-branding
    4.   Line extension
12. An increasing number of retailers and wholesalers have created their own ____________, also called store brands.
    1.   Unsought products
    2.   Private brands
    3.   Shopping products
    4.   Specialty products
13. ____________ has been affected by the need to include unit pricing, open dating, and nutritional information.
    1.   Branding
    2.   Packaging
    3.   Labeling
    4.   Product mixing
14. In recent years, product safety and environmental responsibility have become major ____________ concerns.
    1.   Branding
    2.   Packaging
    3.   Product line
    4.   Service
15. ____________ involves designing and producing the container or wrapper for a product.
    1.   Packaging
    2.   Product line
    3.   Services
    4.   Labeling