Question 1

Which of the following does not form part of the augmented product?

Accepted Answer

A) Guarantees 
B) Delivery 
C) Features 
D) Brand values 
A) Guarantees 
B) Delivery 
C) Features 
D) Brand values

Question 2

A family brand name is used for which of the following?

Accepted Answer

A) All products 
B) A single product 
C) Selected products 
D) None of the above 
A) All products 
B) A single product 
C) Selected products 
D) None of the above

Question 3

Which of the following accurately represents the levels of a product?

Accepted Answer

A) Core and actual 
B) Core, actual and augmented 
C) Actual and augmented 
D) Core and augmented 
A) Core and actual 
B) Core, actual and augmented 
C) Actual and augmented 
D) Core and augmented

Question 4

What is the term given to goodwill associated with a brand name, which adds tangible value to a company through the resulting higher sales and profits?

Accepted Answer

A) Brand Share 
B) Brand Worth 
C) Brand Value 
D) Brand Equity 
A) Brand Share 
B) Brand Worth 
C) Brand Value 
D) Brand Equity

Question 5

Which of the following new product categories carries the greatest risk?

Accepted Answer

A) New product lines 
B) Product replacements 
C) New-to-the world products 
D) Additions to existing lines 
A) New product lines 
B) Product replacements 
C) New-to-the world products 
D) Additions to existing lines

Question 6

According to the BCG matrix, "Stars" are described as which of the following?

Accepted Answer

A) Brands with high profit margins 
B) Brands with high growth in terms of share price and turnover 
C) Brands with presently low levels of market share, however, are good prospects for rapid market share growth 
D) Market leaders in high growth markets 
A) Brands with high profit margins 
B) Brands with high growth in terms of share price and turnover 
C) Brands with presently low levels of market share, however, are good prospects for rapid market share growth 
D) Market leaders in high growth markets

Question 7

Legal protection for a brand name, brand mark or trade character is provided through the registration of _______.

Accepted Answer

A) tidemarks 
B) brandmarks 
C) tradecodes 
D) trademarks 
A) tidemarks 
B) brandmarks 
C) tradecodes 
D) trademarks

Question 8

Which of the following is an ethical issue concerning packaging?

Accepted Answer

A) Loose terminology 
B) Accurate labelling 
C) Slack packaging 
D) All are ethical issues concerning packaging 
A) Loose terminology 
B) Accurate labelling 
C) Slack packaging 
D) All are ethical issues concerning packaging

Question 9

Which of the following is a potential pitfall of brand extensions?

Accepted Answer

A) Poor sales 
B) Dissatisfaction 
C) Cannibalization 
D) Expense of launch 
A) Poor sales 
B) Dissatisfaction 
C) Cannibalization 
D) Expense of launch

Question 10

The product life cycle is which of the following?

Accepted Answer

A) A product portfolio model, useful in determining future market share growth and market share 
B) A useful tool for conceptualising the changes that may take place during the time that a product is on the market 
C) A segmentation tool used to segment the marketplace, highlighting viable segments that are suitable for targeting 
D) A market research tool, which analyses the usage of a product during its lifetime (e.g. length of usage, how many people have used the product etc.) 
A) A product portfolio model, useful in determining future market share growth and market share 
B) A useful tool for conceptualising the changes that may take place during the time that a product is on the market 
C) A segmentation tool used to segment the marketplace, highlighting viable segments that are suitable for targeting 
D) A market research tool, which analyses the usage of a product during its lifetime (e.g. length of usage, how many people have used the product etc.)

Question 11

Linking two or more existing brands from different companies for a joint promotion is known as _______.

Accepted Answer

A) product-based co-branding 
B) parallel co-branding 
C) communications co-branding 
D) global branding 
A) product-based co-branding 
B) parallel co-branding 
C) communications co-branding 
D) global branding

Question 12

Sellotape has become synonymous with adhesive tape, ipod with MP3 players and hoover with vacuum cleaners. These are all examples of how some products are more commonly known by the _______ name rather than the product name.

Accepted Answer

A) brand 
B) class 
C) home 
D) code 
A) brand 
B) class 
C) home 
D) code

Question 13

Brands provide consumers with the opportunity for self-_______. Brands of clothing, music, cars, perfume etc. are powerful indicators of the consumer's personality type.

Accepted Answer

A) reduction 
B) expression 
C) repression 
D) deduction 
A) reduction 
B) expression 
C) repression 
D) deduction

Question 14

Which of the following is a key consideration when choosing a brand name?

Accepted Answer

A) Be easy to pronounce and remember 
B) Suggest product benefits 
C) Not infringe an existing brand name 
D) All are key considerations when choosing a brand name 
A) Be easy to pronounce and remember 
B) Suggest product benefits 
C) Not infringe an existing brand name 
D) All are key considerations when choosing a brand name

Question 15

Brand domain is how the brand relates to self-identity: how the customer perceives him/herself as a result of buying/using the brand.

Accepted Answer

A) True 
 B)False

Question 16

The depth of a product line refers to which of the following?

Accepted Answer

A) The total set of brands marketed in a company 
B) The number of variants that is offered within the product line 
C) The number of product lines that an organization offers 
D) The product category 
A) The total set of brands marketed in a company 
B) The number of variants that is offered within the product line 
C) The number of product lines that an organization offers 
D) The product category

Question 17

The end of the maturity period is often associated with competitive shake-out whereby weaker suppliers cease production.

Accepted Answer

A) True 
 B)False

Question 18

For products that are classified as "Problem Children", which of the following strategies is most appropriate?

Accepted Answer

A) To increase investment (build) to attempt to turn the problem child into a star 
B) To withdraw support by harvesting (raising price while lowering marketing expenditure) 
C) To divest (dropping or selling it). 
D) All of the above are appropriate strategic objectives 
A) To increase investment (build) to attempt to turn the problem child into a star 
B) To withdraw support by harvesting (raising price while lowering marketing expenditure) 
C) To divest (dropping or selling it). 
D) All of the above are appropriate strategic objectives

Question 19

"Product replacements" focus on which of the following?

Accepted Answer

A) Deletion of mature products from a company's product mix, and the launch of an entirely new product 
B) The addition of new products that add to a company's existing product lines 
C) Revisions, improvements to existing products, repositioning of existing products and cost reductions 
D) New product launches and the creation of entirely new markets 
A) Deletion of mature products from a company's product mix, and the launch of an entirely new product 
B) The addition of new products that add to a company's existing product lines 
C) Revisions, improvements to existing products, repositioning of existing products and cost reductions 
D) New product launches and the creation of entirely new markets

Question 20

After a product has gained full market acceptance, what is the name given to the group of individuals who are the last to begin buying or adopting a product?

Accepted Answer

A) Late majority 
B) Loiterers 
C) Laggards 
D) Late comers 
A) Late majority 
B) Loiterers 
C) Laggards 
D) Late comers

Which of the following does not form part of the augmented product?

A family brand name is used for which of the following?

Which of the following accurately represents the levels of a product?

What is the term given to goodwill associated with a brand name, which adds tangible value to a company through the resulting higher sales and profits?

Which of the following new product categories carries the greatest risk?

According to the BCG matrix, "Stars" are described as which of the following?

Legal protection for a brand name, brand mark or trade character is provided through the registration of _______.

Which of the following is an ethical issue concerning packaging?

Which of the following is a potential pitfall of brand extensions?

The product life cycle is which of the following?

Linking two or more existing brands from different companies for a joint promotion is known as _______.

Sellotape has become synonymous with adhesive tape, ipod with MP3 players and hoover with vacuum cleaners. These are all examples of how some products are more commonly known by the _______ name rather than the product name.

Brands provide consumers with the opportunity for self-_______. Brands of clothing, music, cars, perfume etc. are powerful indicators of the consumer's personality type.

Which of the following is a key consideration when choosing a brand name?

Brand domain is how the brand relates to self-identity: how the customer perceives him/herself as a result of buying/using the brand.

The depth of a product line refers to which of the following?

The end of the maturity period is often associated with competitive shake-out whereby weaker suppliers cease production.

For products that are classified as "Problem Children", which of the following strategies is most appropriate?

"Product replacements" focus on which of the following?

After a product has gained full market acceptance, what is the name given to the group of individuals who are the last to begin buying or adopting a product?

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

Which of the following does not form part of the augmented product?

A family brand name is used for which of the following?

Which of the following accurately represents the levels of a product?

What is the term given to goodwill associated with a brand name, which adds tangible value to a company through the resulting higher sales and profits?

Which of the following new product categories carries the greatest risk?

According to the BCG matrix, "Stars" are described as which of the following?

Legal protection for a brand name, brand mark or trade character is provided through the registration of _______.

Which of the following is an ethical issue concerning packaging?

Which of the following is a potential pitfall of brand extensions?

The product life cycle is which of the following?

Linking two or more existing brands from different companies for a joint promotion is known as _______.

Sellotape has become synonymous with adhesive tape, ipod with MP3 players and hoover with vacuum cleaners. These are all examples of how some products are more commonly known by the _______ name rather than the product name.

Brands provide consumers with the opportunity for self-_______. Brands of clothing, music, cars, perfume etc. are powerful indicators of the consumer's personality type.

Which of the following is a key consideration when choosing a brand name?

Brand domain is how the brand relates to self-identity: how the customer perceives him/herself as a result of buying/using the brand.

The depth of a product line refers to which of the following?

The end of the maturity period is often associated with competitive shake-out whereby weaker suppliers cease production.

For products that are classified as "Problem Children", which of the following strategies is most appropriate?

"Product replacements" focus on which of the following?

After a product has gained full market acceptance, what is the name given to the group of individuals who are the last to begin buying or adopting a product?

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