Deck 1: Brand Management and Marketing: Exploring Strategies and Techniques

Question 1

A Challenge in marketing of services is that they are

A)perishable
B)tangible
C)intangible
D)physical

Answer 1

intangible

Question 2

The act of creating a brand is

A)branding
B)brand management
C)brand hierarchy
D)brand building

Answer 2

branding

Question 3

The ad campaign " din hai suhana aaj pehli tarik hai" is of

A)bornvile
B)cadbury
C)nestle
D)amul

Answer 3

cadbury

Question 4

_______ are short phrases that communicate persuasive information about the brand

A)slogans
B)visual
C)jingle
D)logo

Question 5

_____ occurs when the brand makes consumers feel better about themselves

A)social approval
B)excitement
C)self respect
D)security

Question 6

____methods are ideal for measuring brand association

A)qualitative research
B)awareness
C)recognition
D)building

Question 7

Brand feelings are customers

A)emotional responses
B)rational responses
C)moral responses
D)direct responses

Question 8

____ is the structure of brands within an organisational entity

A)brand recognition
B)brand equity
C)brand architecture
D)brand monitoring

Question 9

Cause Related Marketing was introduced by

A)varadarajan and menon
B)n r narayan murthy
C)rajshree birla
D)ratan tata

Question 10

_____ refers to the word, phrase or clause that functions as an adjective or adverb to qualify the meaning of the other word.

A)green marketing
B)brand reinforcement
C)global brands
D)modifier

Question 11

A brand is defined as an__________ asset.

A)liquid
B)fixed
C)current
D)intangible

Question 12

Which of the following is not an objective of Brand management?

A)to establish an identity for the product or a group of products.
B)to establish an identity for the product or a group of products
C)to do telly calling and acquire sales
D)to acquire place for the product in consumers' minds for high and consistent quality.

Question 13

3 C's of branding are __________, consistency and constancy.

A)continuity
B)coverage
C)collaboration
D)clarity

Question 14

Brand__________   are a means to provide in-depth information and insights essential for setting long-term strategic direction for the brand

A)audit
B)edit
C)recalling
D)rejuvenating

Question 15

A is a specific item that different organisations sell in the market to their consumers with the sole purpose of making profits.

A)market
B)goods
C)product
D)things

Question 16

This is a scenario in which the customers have too limited a awareness of the brand.

A)under positioning
B)over positioning
C)confused positioning
D)double positioning

Question 17

which of the following is not a clothing brand brand?

A)h&m
B)zara
C)nyka
D)raymonds

Question 18

The brand element that specifies the location of web pages.

A)unique resource locator
B)uniform resource locator
C)unique reference locator
D)uniform reference locator

Question 19

Relate marketing creates experiences by taking into account individual's desire to be a part of the social context

A)permission marketing
B)experiential marketing
C)relationship marketing
D)one to one marketing

Question 20

It is used to identify the brand, to enhance brand awareness and to facilitate unique brand associations.

A)brand elements
B)brand personality
C)brand positioning
D)brand marketing

Question 21

_________________is the difference between what a brand promises to deliver in its communications and what it actually does

A)brand differentiati on
B)brand gap
C)brand communicati on
D)brand extension

Question 22

Three fundamental pricing approaches are market skimming pricing, neutral pricing, and?

A)word-of- mouth pricing
B)fair pricing
C)market penetration pricing
D)niche pricing

Question 23

Customize products and services

A)one to one marketing
B)cause marketing
C)standardized marketing
D)relationship marketing

Question 24

It is an approach of selling goods and services in which a prospect explicitly agrees in advance to receive marketing information

A)green marketing
B)cause marketing
C)relationship marketing
D)permission marketing

Question 25

The Drivers that differentiate and identify the brands are classified as?

A)brand emotions
B)brand elements
C)brand conversation
D)brand judgment