1. _________ is a mode of direct marketing owes to well structured communications in the form of catalogs.
Telemarketing
Marketing promotion
E advertising
Publicity
answer: (A)
Telemarketing
2. _________ is ether the head of marketing department or a major brand and is responsible for the brand strategy and its implementation, important for complete performance of the brand.
Chief Branding Officer
Chief investment officer
MD of company
Director of Company
answer: (A)
Chief Branding Officer
3. _________ lets you to have a clear picture of the number of customers or usage of your brand in comparison with competition.
Brand share
Product share
Customer share
Market share
answer: (D)
Market share
4. _________ lets you to have your loyal customer's lifetime worth in terms of your brand's purchasing.
Lifetime value of a customer
Lifetime value of a copy right
Lifetime value of a company
Lifetime value of a market
answer: (A)
Lifetime value of a customer
5. _________ of ad means how many times you should expose your target customers to your message.
Frequency
Timing
strategy
Media
answer: (A)
Frequency
6. _________ provides a good quality of service because of a direct interface with the customers, but it is expensive.
Direct sales
Telemarketing
E-marketing
All of the given options
answer: (D)
All of the given options
7. _________ shows how consistent customers are in buying your brand, how long they have been buying and how long they may buy?
Customer loyalty
Brand loyalty
Market loyalty
Company loyalty
answer: (A)
Customer loyalty
8. _________ works best under the circumstances of high differentiation that gives you a sustainable advantage in a quality conscious market.
Value-in-use Pricing:
Skim Pricing
Segment pricing
Strategic account pricing
answer: (B)
Skim Pricing
9. A brand based organization provides which of the following benefits?
Clarity of role
Commitment to brand growth
A collective responsibility
All of the given options
answer: (D)
All of the given options
10. Advertising is part of sales promotion by creating awareness and comprehension that form a level of _________.
Customer pull
Customer push
Customer loyal
Customer image
answer: (A)
Customer pull
11. An effective advertising campaign:
Revolves around a strong single idea
Should appeal to self interest of customer
Must not wander off
All of the given options
answer: (D)
All of the given options
12. Brand assets include:
The name of the brand
Reputation, relevance, and loyalty
Quantity of products
All of the given options
answer: (B)
Reputation, relevance, and loyalty
13. Brand picture is based on which one of the following?
Brand value
Brand mission
Brand vision
Brand image
answer: (D)
Brand image
14. Delivery services offered by restaurants and other food chains in our market on phone calls are examples of:
Sales promotion
Direct marketing
E commerce
Personal selling
answer: (B)
Direct marketing
15. Duration of _________ should be short and should not be repeated too often.
Sales promos
Market promos
Brand promos
Product promos
answer: (A)
Sales promos
16. If a company introducing a new brand under the source brand or endorsing brand strategy to gain the benefits of brand power, you again are in a position to charge a _________.
Premium price
Skimming price
Demand based price
Whole sale price
answer: (A)
Premium price
17. Marketers need to position their brands clearly in target customers' minds. The strongest brands go beyond attributes or benefit positioning. They are positioned on the basis of which of the following?
Desirable benefit
Good packaging
Strong beliefs and values
Service inseparability
answer: (C)
Strong beliefs and values
18. Mostly, the major source of power throughout the distribution channel is:
The company
The brand
The distributor
The customer
answer: (B)
The brand
19. PIA runs a series of television commercials that show its staff going out of their way to help customers. An important secondary audience for these ads is:
The civil aviation authority
Competitors
PIA employees
All air travelers
answer: (C)
PIA employees
20. The brand stature construct is equivalent to:
Esteem multiplied by knowledge
Differentiation multiplied by knowledge
Knowledge multiplied by relevance
Esteem multiplied by differentiation
answer: (A)
Esteem multiplied by knowledge
22. The term "story board" is specifically related to:
TV commercial
Newspaper Editorial
Magazine ad
Press release
answer: (A)
TV commercial
23. This pricing model offers opportunity to set different levels of pricing for different needs is known as _________.
Segment pricing
Skim pricing
Value-in-use pricing
Strategic account pricing
answer: (A)
Segment pricing
24. To have value, a brand must offer which one of the following?
A simple product range with a defined set of features
A complex product range with a defined set of features
Consistency, a reduced level of perceived risk for the buyer, and a range of functional and emotional attributes which are of value to buyers
An identity through which the customer can trace the party responsible for supplying the product
answer: (C)
Consistency, a reduced level of perceived risk for the buyer, and a range of functional and emotional attributes which are of value to buyers
25. What purpose does an advertising copy serves?
Provides a degree of continuity in a brand's advertising
Help a brand achieve distinctiveness
Provides a common benchmark on which all concerned in the company and the agency can evaluate the merits of advertising submissions
All of the given options
answer: (D)
All of the given options
26. Which of the following strategy give the benefit of premium pricing?
Umbrella strategy
Line brand strategy
Product brand strategy
Branding strategy
answer: (A)
Umbrella strategy
27. "Developing budgets and steering resources into strategy are critical areas of success," Correlates which of the following strategy.
Crafting strategy
Implementing strategy
Evaluating strategy
Performing strategy
answer: (B)
Implementing strategy
28. _________ advertising affords the marketer the ability to engage the consumer in a direct and personal way.
Interactive
Contextual
Traditional
Website.
answer: (A)
Interactive
29. _________ are about organizations seeking gaps in broad market segments or finding gaps in competitors' product ranges.
Market niche strategies
Differentiation
Cost leadership
Focus Strategies
answer: (D)
Focus Strategies
30. _________ are incurred by brands because of failures and questionable business practices that may increase costs and liabilities.
Brand assets
Brand liabilities
Brand equities
Market failures
answer: (B)
Brand liabilities