Question 1

The BCG matrix allows portfolios of products to be depicted on a 2 x 2 box, the axes of which are based on which of the following?

Accepted Answer

A) Share price and turnover 
B) Relative market share and price positioning 
C) Sales and profit margins per unit 
D) Market growth rate and relative market share 
A) Share price and turnover 
B) Relative market share and price positioning 
C) Sales and profit margins per unit 
D) Market growth rate and relative market share

Question 2

Which of the following is not a new product brand category?

Accepted Answer

A) Additions to existing lines 
B) New products lines 
C) New-to-the world products 
D) Category development 
A) Additions to existing lines 
B) New products lines 
C) New-to-the world products 
D) Category development

Question 3

The General Electric (GE) matrix, assumes that market attractiveness is influenced by which factor?

Accepted Answer

A) Market size 
B) Competitor strengths 
C) Competitor weaknesses 
D) All influence market attractiveness 
A) Market size 
B) Competitor strengths 
C) Competitor weaknesses 
D) All influence market attractiveness

Question 4

Brands reduce the risks associated with purchase because consumers can trust the brands they choose based on past experience. These risks are functional risk, financial risk and _______ risk.

Accepted Answer

A) personal 
B) competitive 
C) social 
D) design 
A) personal 
B) competitive 
C) social 
D) design

Question 5

Family brand names are sometimes referred to as which of the following?

Accepted Answer

A) Corporate brands 
B) Linked brands 
C) Umbrella brands 
D) Pyramid brands 
A) Corporate brands 
B) Linked brands 
C) Umbrella brands 
D) Pyramid brands

Question 6

The diffusion of innovations process describes the process by which _______.

Accepted Answer

A) a product evolves in the new product development process 
B) a new idea spreads through a company over time 
C) a new product spreads throughout a market over time 
D) a new idea is accepted by the competition 
A) a product evolves in the new product development process 
B) a new idea spreads through a company over time 
C) a new product spreads throughout a market over time 
D) a new idea is accepted by the competition

Question 7

The General Electric (GE) matrix, assesses the attractiveness of brands by considering which two factors?

Accepted Answer

A) Market attractiveness and competitive position 
B) Competitor attractiveness and market position 
C) Market share and relative market share 
D) Product category and portfolio planning 
A) Market attractiveness and competitive position 
B) Competitor attractiveness and market position 
C) Market share and relative market share 
D) Product category and portfolio planning

Question 8

Some products are high on intangible components. These products are known as _______.

Accepted Answer

A) goods 
B) services 
C) merchandise 
D) intangibles 
A) goods 
B) services 
C) merchandise 
D) intangibles

Question 9

Why are Product Life Cycle stages used by marketers?

Accepted Answer

A) The stages highlight the various market segments that exist 
B) Changes in market and competitive conditions between the PLC stages suggest that marketing strategies should be adapted to meet them 
C) To highlight brands that either need further investment or to be made obsolete 
D) These stages are used to focus and to adjust positioning strategies for these brands 
A) The stages highlight the various market segments that exist 
B) Changes in market and competitive conditions between the PLC stages suggest that marketing strategies should be adapted to meet them 
C) To highlight brands that either need further investment or to be made obsolete 
D) These stages are used to focus and to adjust positioning strategies for these brands

Question 10

The total set of products marketed by a company is called which of the following?

Accepted Answer

A) Product Line 
B) Product Mix 
C) Product Width 
D) Product Depth 
A) Product Line 
B) Product Mix 
C) Product Width 
D) Product Depth

Question 11

Brand stretching is which of the following?

Accepted Answer

A) The exploitation of untapped foreign markets 
B) When an established brand name is used for brands in unrelated markets 
C) Revitalizing a brand name with new and fresh advertising campaigns which prolong the life of a brand 
D) The use of an established brand name on a new brand within the same broad market 
A) The exploitation of untapped foreign markets 
B) When an established brand name is used for brands in unrelated markets 
C) Revitalizing a brand name with new and fresh advertising campaigns which prolong the life of a brand 
D) The use of an established brand name on a new brand within the same broad market

Question 12

New product ideas can be sourced from which of the following?

Accepted Answer

A) Distributors 
B) Customers 
C) Employees 
D) All of the above are sources of new product ideas 
A) Distributors 
B) Customers 
C) Employees 
D) All of the above are sources of new product ideas

Question 13

Some companies use _______ techniques to stimulate the creation of new product ideas.

Accepted Answer

A) screening 
B) concept testing 
C) brainstorming 
D) listing 
A) screening 
B) concept testing 
C) brainstorming 
D) listing

Question 14

Bringing out new products and services is the key to long term corporate success.

Accepted Answer

A) True 
 B)False

Question 15

The advantages of brand extensions include which of the following?

Accepted Answer

A) Consumers appear to attribute the quality associations they have of the original brand to the new one 
B) It reduces risk and is less costly than alternative launch strategies 
C) Advertising economies of scale can be achieved 
D) All of the above are advantages of brand extensions 
A) Consumers appear to attribute the quality associations they have of the original brand to the new one 
B) It reduces risk and is less costly than alternative launch strategies 
C) Advertising economies of scale can be achieved 
D) All of the above are advantages of brand extensions

Question 16

The General Electric (GE) matrix, assumes that competitive strength is influenced by which factor?

Accepted Answer

A) Exploitable marketing assets 
B) Market size 
C) Market age 
D) None of these influence competitive strength 
A) Exploitable marketing assets 
B) Market size 
C) Market age 
D) None of these influence competitive strength

Question 17

Which of the following is a benefit of branding to consumers?

Accepted Answer

A) Communicates features and benefits 
B) Reduces the risk in purchasing 
C) Simplifies the purchase decision 
D) All of the above are benefits of branding to consumers 
A) Communicates features and benefits 
B) Reduces the risk in purchasing 
C) Simplifies the purchase decision 
D) All of the above are benefits of branding to consumers

Question 18

How the brand relates to self-identity; how the customer perceives him/herself as a result of buying/using the brand is referred to as which of the following?

Accepted Answer

A) Brand reflection 
B) Brand value 
C) Brand personality 
D) Brand assets 
A) Brand reflection 
B) Brand value 
C) Brand personality 
D) Brand assets

Question 19

Based upon the results of the concept test and considerable managerial judgement, estimates of sales, costs and profits will be made. This stage is called which of the following?

Accepted Answer

A) The commercialization stage 
B) The business analysis stage 
C) The market testing stage 
D) The screening stage 
A) The commercialization stage 
B) The business analysis stage 
C) The market testing stage 
D) The screening stage

Question 20

Brands have to power to affect consumers' _______. For example, in blind product testing, customers often fail to distinguish between competing brands, even though they may have a high level of loyalty to one brand.

Accepted Answer

A) perceptions 
B) propositions 
C) conventions 
D) codes 
A) perceptions 
B) propositions 
C) conventions 
D) codes

The BCG matrix allows portfolios of products to be depicted on a 2 x 2 box, the axes of which are based on which of the following?

Which of the following is not a new product brand category?

The General Electric (GE) matrix, assumes that market attractiveness is influenced by which factor?

Brands reduce the risks associated with purchase because consumers can trust the brands they choose based on past experience. These risks are functional risk, financial risk and _______ risk.

Family brand names are sometimes referred to as which of the following?

The diffusion of innovations process describes the process by which _______.

The General Electric (GE) matrix, assesses the attractiveness of brands by considering which two factors?

Some products are high on intangible components. These products are known as _______.

Why are Product Life Cycle stages used by marketers?

The total set of products marketed by a company is called which of the following?

Brand stretching is which of the following?

New product ideas can be sourced from which of the following?

Some companies use _______ techniques to stimulate the creation of new product ideas.

Bringing out new products and services is the key to long term corporate success.

The advantages of brand extensions include which of the following?

The General Electric (GE) matrix, assumes that competitive strength is influenced by which factor?

Which of the following is a benefit of branding to consumers?

How the brand relates to self-identity; how the customer perceives him/herself as a result of buying/using the brand is referred to as which of the following?

Based upon the results of the concept test and considerable managerial judgement, estimates of sales, costs and profits will be made. This stage is called which of the following?

Brands have to power to affect consumers' _______. For example, in blind product testing, customers often fail to distinguish between competing brands, even though they may have a high level of loyalty to one brand.

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Market Segmentation, Targeting and Positioning

Value Through Services, Relationships and Experiences

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters

Exam 6: Value Through Products and Brands

The BCG matrix allows portfolios of products to be depicted on a 2 x 2 box, the axes of which are based on which of the following?

Which of the following is not a new product brand category?

The General Electric (GE) matrix, assumes that market attractiveness is influenced by which factor?

Brands reduce the risks associated with purchase because consumers can trust the brands they choose based on past experience. These risks are functional risk, financial risk and _______ risk.

Family brand names are sometimes referred to as which of the following?

The diffusion of innovations process describes the process by which _______.

The General Electric (GE) matrix, assesses the attractiveness of brands by considering which two factors?

Some products are high on intangible components. These products are known as _______.

Why are Product Life Cycle stages used by marketers?

The total set of products marketed by a company is called which of the following?

Brand stretching is which of the following?

New product ideas can be sourced from which of the following?

Some companies use _______ techniques to stimulate the creation of new product ideas.

Bringing out new products and services is the key to long term corporate success.

The advantages of brand extensions include which of the following?

The General Electric (GE) matrix, assumes that competitive strength is influenced by which factor?

Which of the following is a benefit of branding to consumers?

How the brand relates to self-identity; how the customer perceives him/herself as a result of buying/using the brand is referred to as which of the following?

Based upon the results of the concept test and considerable managerial judgement, estimates of sales, costs and profits will be made. This stage is called which of the following?

Brands have to power to affect consumers' _______. For example, in blind product testing, customers often fail to distinguish between competing brands, even though they may have a high level of loyalty to one brand.

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Market Segmentation, Targeting and Positioning

Value Through Services, Relationships and Experiences

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters