MIDTERM EXAMINATION Spring 2009 MKT624- Brand Management (Session - 2)

Question No: 1 ( Marks: 1 ) - Please choose one Brand equity is the difference of brand’s __________ and brand’s __________.

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Expense; liabilities Expense; assets Tangible assets; intangible assets Assets; liabilities

Question No: 2( Marks: 1 ) - Please choose one The brand equity can gain strength if:

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Brand assets are more than brand liabilities Brand assets are less than brand liabilities Brand assets are equal to the brand liabilities None of the given options

Question No: 3 ( Marks: 1 ) - Please choose one Features that make a brand truly unique and distinctive as compared to competitive offerings are known as:

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Brand differentiation Brand identity Brand image Brand integration

Question No: 4( Marks: 1 ) - Please choose one Which of the following is NOT a product category?

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Cigarette Cold drink Banaspati ghee Surf excel

Question No: 5 ( Marks: 1 ) - Please choose one If a market is very mature, the challenges are:

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Intense Weak Concentrated Deep

Question No: 6 ( Marks: 1 ) - Please choose one Which one is least likely to be considered a critical task associated with an organization's strategic management process?

 Evaluation of the process for use in future decision making  Evaluation of options relative to the company's mission  Decreasing the levels of hierarchy present within the company's management structure (doubted)  Developing a set of short-term objectives

Question No: 7( Marks: 1 ) - Please choose one Which aspect is least likely to be a consideration addressed in an organization's mission statement?

   

Who are the firm's primary customers? (doubted) What image does the firm wish to project? Which areas of technology will be empathized? What are the number of levels the corporate hierarchy will contain?

Question No: 8 ( Marks: 1 ) - Please choose one

Customer does not give the same treatment to a fake brand even if it carries the label that may look genuine because:

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The actual brand is not there The actual product is not there The actual brand is there Actual product is there

Question No: 9 ( Marks: 1 ) - Please choose one Brand picture is based on which one of the following?

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Brand image Brand value Brand mission Brand vision

Question No: 10 ( Marks: 1 ) - Please choose one Which of the following is an incremental process in which associations get strengthened through different phases?

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Brand value pyramid Brand association Brand persona Brand image

Question No: 11 ( Marks: 1 ) - Please choose one Brand managers should develop those fashionable and effective brands which they think are according to the customer’s requirements. For brands staying contemporary means:

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Bringing about innovations Living up to consumers’ likes and expectations Engaging into a brand contract All of the given options

Question No: 12 ( Marks: 1 ) - Please choose one Which one of the following promises are also called bad promises?

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Negative promises Uncovered promises Implicit promises Explicit promises

Question No: 13 ( Marks: 1 ) - Please choose one For many consumer goods you see commercials that focus only the whole family because:

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Family members are potential buyers Family is an important social group Family income is higher Family takes good decisions

Question No: 14( Marks: 1 ) - Please choose one Which of the following is one of the marketer’s major positioning tools, that has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction.

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Product quality Social marketing Specialty marketing Position marketing

Question No: 15 ( Marks: 1 ) - Please choose one According to Scot Davis, how many years are required to change the brand positioning?

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Three to five years Two to five years Three to six years Two to six years

Question No: 16 ( Marks: 1 ) - Please choose one __________ comes with keeping the brand contract while we go through innovations to stay current.

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Uniqueness Credibility Sustainability Fit

Question No: 17 ( Marks: 1 ) - Please choose one PIMS stands for which of the following?

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Positioning Impact of Marketing Strategy Profit Impact of Market Strategy Price Impact of Marketing Strategy Promotion Impact of Marketing Strategy

Question No: 18 ( Marks: 1 ) - Please choose one The larger the ratio of brand assets to brand liabilities, the greater is the:

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Brand Equity Brand Power Brand Value Brand Ownership

Question No: 19 ( Marks: 1 ) - Please choose one Which of the following statements would NOT be considered a dimension of strategic issues?

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Strategic issues require large amounts of the firm's resources Strategic issues always impact the firm's long-term income Strategic issues require the firm's external environment be considered Strategic issues are future-oriented

Question No: 20 ( Marks: 1 ) - Please choose one Which one of the following would NOT be considered one of the newest trends in mission statement components?

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Statements of company vision Experience of team work and ethics Reflection of sensitivity to consumers Expression of concern for quality

Question No: 21 ( Marks: 1 ) - Please choose one If a brand of milk has a regular “tetra pack milk” and another with “higher calcium” then the brand has two ________.

   

Offerings Lines Extensions Different categories

Question No: 22 ( Marks: 1 ) - Please choose one A cellular phone company talks a lot about efficiency of service, low rates at particular time of the day, and many other options to its subscribers but the service cannot catch up with the growing demand of customers by way of frequency distortions or non- connectivity; then the company has brought into the contract which of the following?

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Implicit promise Explicit promise Negative promise Positive promise

Question No: 23 ( Marks: 1 ) - Please choose one Which of the following authors states that benefits are weak unless they relate to the customers’ central values and beliefs?

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Jean-Noel Kapferer Philip Kotler Scot M. Davis Geoffrey Randall

Question No: 24 ( Marks: 1 ) - Please choose one Which of the following are the functional and emotional associations which are assigned to a brand by its customers and prospects?

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Brand picture Brand attribute Brand image Product identity

Question No: 25( Marks: 1 ) - Please choose one How many principles does brand contract have?

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Three Two Five Four

Question No: 26 ( Marks: 1 ) - Please choose one Which of the following is NOT the basic principle of a brand contract?

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Translate into standards Fulfill good promises Uncover bad promises Fulfill bad promise

Question No: 27 ( Marks: 1 ) - Please choose one All of the following are the primary components of positioning EXCEPT :

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Customer’s analysis Company business Target market Point of difference and key benefits

Question No: 28 ( Marks: 1 ) - Please choose one Which of the following positioning properties describes that “Good positioning opens many new avenues for the brands to leverage themselves in areas of growth”?

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New avenues for brand leveraging Externally driven Provides focus Unique valued place

Question No: 29 ( Marks: 1 ) - Please choose one Which of the following statements summarizes brand’s commitment or promise to target consumers and actively communicates the advantage over competing brands”?

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Positioning statement Vision statement Mission statement Value statement

Question No: 30 ( Marks: 1 ) - Please choose one Marketers need to position their brands clearly in target customers’ minds. The strongest brands go beyond attributes or benefit positioning so, the strongest brands are positioned on the basis of which of the following?

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Desirable benefit Good packaging Service inseparability Strong beliefs and values

Question No: 31 ( Marks: 5 ) What are the common uses of mission and vision statements?

Question No: 32( Marks: 10 ) Discuss all the steps of strategic management process which you have learned from this course.

MIDTERM EXAMINATION Spring 2009 MKT624- Brand Management (Session - 3) Question No: 1 ( Marks: 1 ) - Please choose one Brand management is the function of which of the following?

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Marketing Selling Branding Packaging

Question No: 2( Marks: 1 ) - Please choose one Brand equity is the difference of brand’s __________ and brand’s __________.

   

Expense; liabilities Expense; assets Tangible assets; intangible assets Assets; liabilities

Question No: 3 ( Marks: 1 ) - Please choose one Which one of the following is a brand?

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Cooking oil Shampoo Detergent Dalda

Question No: 4 ( Marks: 1 ) - Please choose one Which of the following strategies have to be prepared by the brand manager for success of brand?

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Marketing strategy Short-term strategy Long-term strategy Production strategy

Question No: 5 ( Marks: 1 ) - Please choose one Brands are acknowledged and recognized on the basis of their:

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Functionality Quality Loyalty Reputation

Question No: 6 ( Marks: 1 ) - Please choose one The point of departure toward the strategic brand management process is to have a clear__________ for your brand.

   

Vision Mission Image Idea

Question No: 7 ( Marks: 1 ) - Please choose one Which one is least likely to be considered a critical task associated with an organization's strategic management process?  Evaluation of the process for use in future decision making  Evaluation of options relative to the company's mission  Decreasing the levels of hierarchy present within the company's management Structure (Doubted)  Developing a set of short-term objectives

Question No: 8 ( Marks: 1 ) - Please choose one Which aspect is least likely to be a consideration addressed in an organization's mission statement?

   

Who are the firm's primary customers? What image does the firm wish to project? Which areas of technology will be empathized? What are the number of levels the corporate hierarchy will contain?

Question No: 9( Marks: 1 ) - Please choose one Brand picture is based on which one of the following?

   

Brand image Brand value Brand mission Brand vision

Question No: 10 ( Marks: 1 ) - Please choose one Which of the following is part of a laddering approach, whereby the more you ladder up the perceived benefit in your consumers’ mind the stronger is the association?

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Associations Persona Product characteristics Human characteristics

Question No: 11 ( Marks: 1 ) - Please choose one According to Scot Davis, features and attributes remain undifferentiated in the minds of consumers unless they translate into perceived:

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Benefits Value Image Picture

Question No: 12 ( Marks: 1 ) - Please choose one Brand associations and the brand value pyramid are half of your:

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Brand image Brand picture Brand persona Brand contract

Question No: 13 ( Marks: 1 ) - Please choose one Through a consistent contact with the marketplace and through research studies, a brand manager can easily uncover which one of the following promises?

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The negative promises The positive promises The implicit promises The explicit promises

Question No: 14 ( Marks: 1 ) - Please choose one While determining levels of preferences of consumers in relation to the criterion, researchers come to know that mostly consumers give priority to the brand due to it’s:

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Reliability Price Accessibility Quality

Question No: 15 ( Marks: 1 ) - Please choose one In the image era the general thinking was “talk of the image and the consumer would pay attention”; but this image era was killed by:

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Me-too products Me-too companies Information technology Marketing managers

Question No: 16 ( Marks: 1 ) - Please choose one Which of the following is a term used for an outcome of product differentiation?

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Positioning Point of difference Innovation Repositioning

Question No: 17 ( Marks: 1 ) - Please choose one Which of the following is basically getting into different versions of the same base product on the same market?

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Line extension Product extension Brand diversification Market extension

Question No: 18 ( Marks: 1 ) - Please choose one The disadvantage of line extensions is that it may lead to:

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Retailer power Lack of scale economies Weak brands range All of the given options

Question No: 19( Marks: 1 ) - Please choose one According to Scot Davis, how many years are required to change the brand positioning?

   

Three to five years Two to five years Three to six years Two to six years

Question No: 20 ( Marks: 1 ) - Please choose one “The company should be able to clearly state brand positioning” relates to which of the following?

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Awareness Understanding Direction Inspiration

Question No: 21 ( Marks: 1 ) - Please choose one __________ comes with keeping the brand contract while we go through innovations to stay current.

   

Uniqueness Credibility Sustainability Fit

Question No: 22 ( Marks: 1 ) - Please choose one The larger the ratio of brand assets to brand liabilities, the greater is the:

   

Brand Equity Brand Power Brand Value Brand Ownership

Question No: 23 ( Marks: 1 ) - Please choose one If a brand of milk has a regular “tetra pack milk” and another with “higher calcium ” then the brand has two ________.

   

Offerings Lines Extensions Different categories

Question No: 24( Marks: 1 ) - Please choose one Which of the following is NOT an approach for building brand vision as expressed by Scot Davis ?

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Seek senior management’s input Determine the financial contribution gap Collect industry data and create a brand vision starter Meet with junior management to create the vision

Question No: 25 ( Marks: 1 ) - Please choose one Which of the following statements is TRUE regarding brand contract? The terminology of “contract” is used when it comes to communicating with the market.

 The terminology of “contract” is very intra-company and is not used when it  comes to communicating with the market.  The terminology of “contract” is not used when it comes to communicating with the market.  The terminology of “contract” not very intra-company and is not used when it comes to communicating with the market.

Question No: 26 ( Marks: 1 ) - Please choose one Which of the following are the functional and emotional associations which are assigned to a brand by its customers and prospects?

   

Brand picture Brand attribute (doubted) Brand image Product identity

Question No: 27 ( Marks: 1 ) - Please choose one Under brand perception, which of the following statements is NOT true?

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Twenty five percent of customers spend no time in their decision making Fifty six percent of customers spend less than 8 seconds in decision making The brand messages must not be so simple and much focused Customers use little information in routine purchases of low involvement items

Question No: 28 ( Marks: 1 ) - Please choose one Which of the following questions reflects this example: “Milk is milk, and it can be drunk any time of the day by anyone”?

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A brand for what? A brand for whom? A brand for when? A brand against whom?

Question No: 29( Marks: 1 ) - Please choose one Which of the following statements summarizes brand’s commitment or promise to target consumers and actively communicates the advantage over competing brands”?

   

Positioning statement Vision statement Mission statement Value statement

Question No: 30 ( Marks: 1 ) - Please choose one A company serves the “50-year old baby boomers” who share common needs in music. The group of “50-year old baby boomers” is reflecting which of the following?

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Market segment Target market Well-defined market Lucrative market

Question No: 31 ( Marks: 5 ) How many kind of extensions are there? Briefly describe each kind with examples.

Question No: 32 ( Marks: 10 ) There are five different criteria to judge if there is need to update the brand positioning and each criteria contain some type of queries which brand manager must consider while updating the positioning. Enlist all five criteria and briefly describe any two criteria with queries.

Question # 1 of 15 ( Start time: 06:25:38 PM ) Total Marks: 1 Which of the following is a company’s declaration about its business goals and aspirations as an organization to its employees and other stakeholders? Select correct option:    

Mission Statement Vision Statement Vision and mission statement Value statement

Question # 2 of 15 ( Start time: 06:28:31 PM ) Total Marks: 1 Which of the following is a company’s declaration about its business goals and aspirations as an organization to its employees and other stakeholders?

   

Logo Packaging Color Durability

Question # 3 of 15 ( Start time: 06:28:31 PM ) Total Marks: 1 In uncover bad promise one must convert the shortcomings into: Select correct option:    

Strengths Weaknesses Opportunities Threats

Question # 4 of 15 ( Start time: 06:29:20 PM ) Total Marks: 1 Where the strategic management perspective should be emphasized? Select correct option:    

At the top of the organization At the middle of the organization At the bottom of the organization Throughout the organization

Question # 5 of 15 ( Start time: 06:29:56 PM ) Total Marks: 1 Brand vision fulfills a basic purpose that is: Select correct option:    

Consensus among management Commits Company to research Mandates telling all stakeholders All of the given options

Question # 6 of 15 ( Start time: 06:31:21 PM ) Total Marks: 1 You do not give the same treatment to a fake brand even if it carries the label that may look genuine because: Select correct option:    

The actual brand is not there The actual product is not there The actual brand is there Actual product is there

Question # 7 of 15 ( Start time: 06:32:24 PM ) Total Marks: 1 Brands are acknowledged and recognized on the basis of their: Select correct option:

   

Functionality Quality Loyalty Reputation

Question # 8 of 15 ( Start time: 06:33:22 PM ) Total Marks: 1 A sound mission and value statement must have all the attributes EXCEPT: Select correct option:

   

Lengthy Memorable Pragmatic Inspiring

Question # 9 of 15 ( Start time: 06:33:57 PM ) Total Marks: 1 How many principles brand contract have? Select correct option:

   

Three Two Five Four

Question # 10 of 15 ( Start time: 06:34:59 PM ) Total Marks: 1 Which of the following brings management to a platform from where they all have to agree what level of growth the brand will generate to fulfill company’s objectives? Select correct option:

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Brand vision Brand mission Brand objective Brand value

Question # 11 of 15 ( Start time: 06:36:05 PM ) Total Marks: 1 PIMS stands for which of the following? Select correct option:

   

Positioning Impact of Marketing Strategy Profit Impact of Market Strategy Price Impact of Marketing Strategy Promotion Impa

Question # 12 of 15 ( Start time: 06:36:48 PM ) Total Marks: 1 A company’s business model can be based on all of the fundamental factors EXCEPT: Select correct option:

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High quality Affordability Accessibility Low quality

Question # 13 of 15 ( Start time: 06:37:26 PM ) Total Marks: 1 Brand associations and the Brand Value Pyramid are half of your: Select correct option:

   

Brand image Brand picture Brand persona Brand contract

Question # 14 of 15 ( Start time: 06:38:55 PM ) Total Marks: 1 Strategic objective deals with __________. Select correct option:    

Cutting cost Earnings per share Return on investment Dividend growth

Question # 15 of 15 ( Start time: 06:40:14 PM ) Total Marks: 1 A chain of schools cannot create perceptions of good quality education to children unless its program of teaching relates to the central values of: Select correct option:

   

Children Parents Teachers Society

Question # 1 of 15 ( Start time: 06:44:26 PM ) Total Marks: 1 Which of the following is a set of promises that the brand makes to customers? Select correct option:    

Brand contract Brand association Brand persona Brand equity

Question # 2 of 15 ( Start time: 06:45:57 PM ) Total Marks: 1 Market is divided into groups on the basis of age, family size, gender, income, occupation, education, religion, race, generation, nationality, or social class is the best description of which of the following? Select correct option:    

Demographics Psychographics Behavioral Geographic

Question # 3 of 15 ( Start time: 06:46:48 PM ) Total Marks: 1 Which of the following is a planning document that reflects your extensive efforts toward defining the market, analyzing it and considering all the elements of brand management? Select correct option:    

Product plan Brand plan Marketing plan Sales plan

Question # 4 of 15 ( Start time: 06:47:33 PM ) Total Marks: 1 Objectives are the desired ends and __________ is the means to achieve those ends. Select correct option:    

Strategy Mission Planning Vision

Question # 5 of 15 ( Start time: 06:48:51 PM ) Total Marks: 1 Which one of the following brand layer is slightly wider than line brands? Select correct option:    

Family brands Range brands Umbrella brands Product brands

Question # 6 of 15 ( Start time: 06:50:14 PM ) Total Marks: 1 Strategic objectives deal with: Select correct option:    

Staging innovations Share value appreciation Earnings per share Revenue growth

Question # 7 of 15 ( Start time: 06:51:15 PM ) Total Marks: 1 Building the brand vision is very serious matter and cannot be decided by just one manager because of the issue of: Select correct option:    

Finance Marketing Production Promotion

Question # 8 of 15 ( Start time: 06:52:31 PM ) Total Marks: 1 Which of the following is the component of brand identity? Select correct option:    

Reliable Serious Durable Logo

Question # 9 of 15 ( Start time: 06:53:40 PM ) Total Marks: 1 According to researches, the highest brand loyalty of customers is for: Select correct option:    

Coffee Shampoo Cigarette Jeans

Question # 10 of 15 ( Start time: 06:54:56 PM ) Total Marks: 1 Which of the following can be defined in terms of needs, segmentation and geography? Select correct option:    

Markets Production Promotion Management

Question # 11 of 15 ( Start time: 06:56:20 PM ) Total Marks: 1 Brands are acknowledged and recognized on the basis of their: Select correct option:    

Functionality Quality Loyalty Reputation

Question # 12 of 15 ( Start time: 06:56:51 PM ) Total Marks: 1 A company’s business model can be based on all of the fundamental factors EXCEPT: Select correct option:    

High quality Affordability Accessibility Low quality

Question # 13 of 15 ( Start time: 06:57:31 PM ) Total Marks: 1 A personal computer with features relating to processor’s specifications, the size of the hard disk and capacity of RAM is an example of: Select correct option:    

Implicit promise Explicit promise Positive promise Negative promise

Question # 14 of 15 ( Start time: 06:58:51 PM ) Total Marks: 1 The point of departure toward the process is to have a clear__________ for your brand. Select correct option:    

Vision Mission Image Idea

Question # 15 of 15 ( Start time: 06:59:46 PM ) Total Marks: 1 If a market is less mature, the challenges are: Select correct option:     .

Less strong Intense Concentrated Deep

Question # 1 of 15 ( Start time: 07:24:08 PM ) Total Marks: 1 __________ along with brand associations provides a complete understanding of the brand image. Select correct option:    

Brand persona Band value Brand association Brand picture

Question # 2 of 15 ( Start time: 07:25:00 PM ) Total Marks: 1 __________ is a name, term, sign, symbol, design or a combination of them intended to differentiate one product from those of the competitors. Select correct option:    

Brand management Marketing management Brand Marketing

Question # 3 of 15 ( Start time: 07:25:28 PM ) Total Marks: 1 Which one of the following is the part of brand management process? Select correct option:    

Manage product Manage categories Manage brand Manage customer

Question # 4 of 15 ( Start time: 07:26:16 PM ) Total Marks: 1 Strategic objectives deal with: Select correct option:    

Staging innovations Share value appreciation Earnings per share Revenue growth

Question # 5 of 15 ( Start time: 07:27:03 PM ) Total Marks: 1 If a market is very mature, the challenges are: Select correct option:    

Intense Weak Concentrated Deep

Question # 6 of 15 ( Start time: 07:27:35 PM ) Total Marks: 1 Brand at the top of the brand value pyramid conforms more to a: Select correct option:    

Brand-based model Brand perception Brand image Brand contract

Question # 7 of 15 ( Start time: 07:28:15 PM ) Total Marks: 1 How many principles brand contract have? Select correct option:    

Three Two Five Four

Question # 8 of 15 ( Start time: 07:29:18 PM ) Total Marks: 1 Which of the following is driving force for customers’ focal point? Select correct option:    

Brand picture Brand image Brand value Brand persona

Question # 9 of 15 ( Start time: 07:30:33 PM ) Total Marks: 1 Which of the following industries generally do well during strong periods of growth and do poorly during recessions? Select correct option:    

Food Cyclical Pharmaceutical Chemical

Question # 10 of 15 ( Start time: 07:31:11 PM ) Total Marks: 1 One of the top responsibilities of senior management is to develop: Select correct option:    

Business Brand Product Strategy

Question # 11 of 15 ( Start time: 07:32:19 PM ) Total Marks: 1 The more customers are knowledgeable of a brand’s promises, the more they are likely to be: Select correct option:    

Loyal Satisfied Demanding Unsatisfied

Question # 12 of 15 ( Start time: 07:33:05 PM ) Total Marks: 1 While developing a brand vision, senior management contributes by providing inputs about: Select correct option:    

What are the financial and strategic goals of the company? How to reinforce strengths and rectify weaknesses? What resources the company is willing to deploy for supporting the brand? All of the given options

Question # 13 of 15 ( Start time: 07:33:33 PM ) Total Marks: 1 Which one of the following brand layer is slightly wider than line brands? Select correct option:    

Family brands Range brands Umbrella brands Product brands

Question # 14 of 15 ( Start time: 07:34:03 PM ) Total Marks: 1 A sound mission and value statement must have all the attributes EXCEPT: Select correct option:    

Lengthy Memorable Pragmatic Inspiring

Question # 15 of 15 ( Start time: 07:34:25 PM ) Total Marks: 1 “Market share” is the indicator of which of the following? Select correct option:    

Brand value Brand strength Brand asset Brand liability

Question # 1 of 15 ( Start time: 10:31:37 PM ) Total Marks: 1 A chain of schools cannot create perceptions of good quality education to children unless its program of teaching relates to the central values of: Select correct option:    

Children Parents Teachers Society

Question # 1 of 15 ( Start time: 10:39:11 PM ) Total Marks: 1 According to researches under brand perception, which of the following statements is NOT TRUE? Select correct option:    

25 percent of customers spend no time in their decision making 56 percent of customers spend less than 8 seconds in decision making The brand messages must not be so simple and much focused Customers use little information in routine purchases of low involvement items

Question # 2 of 15 ( Start time: 10:40:38 PM ) Total Marks: 1 A brand contract may also contain __________ but it must be eradicated from the contract? Select correct option:    

Negative promises Positive promises Doubtful promises Implicit promises

Question # 3 of 15 ( Start time: 10:41:55 PM ) Total Marks: 1 Which of the following is the characteristic of personality of a brand? Select correct option:    

Logo Packaging Color Durability

Question # 4 of 15 ( Start time: 10:43:09 PM ) Total Marks: 1 Building the brand vision is very serious matter and cannot be decided by just one manager because of the issue of:Select correct option:    

Finance Marketing Production Promotion

Question # 5 of 15 ( Start time: 10:44:37 PM ) Total Marks: 1 When we say that brands are staying contemporary than it means: Select correct option:    

Bringing about innovations Living up to consumers’ likes and expectations Engaging into a brand contract All of the given options

Question # 6 of 15 ( Start time: 10:45:33 PM ) Total Marks: 1 A brand must offer a: Select correct option:    

Superior value proposition Lower value proposition Medium value proposition Best value proposition

Question # 7 of 15 ( Start time: 10:46:18 PM ) Total Marks: 1 Brands are acknowledged and recognized on the basis of their: Select correct option:    

Functionality Quality Loyalty Reputation

Question # 8 of 15 ( Start time: 10:47:40 PM ) Total Marks: 1 The more customers are knowledgeable of a brand’s promises, the more they are likely to be: Select correct option:    

Loyal Satisfied Demanding Unsatisfied

Question # 9 of 15 ( Start time: 10:48:21 PM ) Total Marks: 1 Which of the following is a company’s declaration about its business goals and aspirations as an organization to its employees and other stakeholders? Select correct option:    

Mission Statement Vision Statement Vision and mission statement Value statement

Question # 10 of 15 ( Start time: 10:49:04 PM ) Total Marks: 1 __________ is a name, term, sign, symbol, design or a combination of them intended to differentiate one product from those of the competitors. Select correct option:    

Brand management Marketing management Brand Marketing

Question # 11 of 15 ( Start time: 10:49:28 PM ) Total Marks: 1 Financial objective deals with __________. Select correct option:    

Revenue growth Winning greater market share Overtaking competitors on quality Staging innovations

Question # 12 of 15 ( Start time: 10:50:31 PM ) Total Marks: 1 If a market is less mature, the challenges are: Select correct option:    

Less strong Intense Concentrated Deep

Question # 13 of 15 ( Start time: 10:51:19 PM ) Total Marks: 1 Which of the following is a planning document that reflects your extensive efforts toward defining the market, analyzing it and considering all the elements of brand management? Select correct option:    

Product plan Brand plan Marketing plan Sales plan

Question # 14 of 15 ( Start time: 10:52:01 PM ) Total Marks: 1 One of the top responsibilities of senior management is to develop: Select correct option:    

Business Brand Product Strategy

Question # 15 of 15 ( Start time: 10:52:43 PM ) Total Marks: 1 A brand manager is responsible for the destination planning of the brand in terms of its future movements related to all, EXCEPT:Select correct option:    

Marketing research Distribution improvements Overtaking competition Markets to serve

Question # 1 of 15 ( Start time: 10:55:15 PM ) Total Marks: 1 Brand picture is based on which one of the following? Select correct option:    

Brand image Brand value Brand mission Brand vision

Question # 2 of 15 ( Start time: 10:56:08 PM ) Total Marks: 1 When brand management becomes the heart of marketing then which one becomes the heart of brand management. Select correct option:    

Owner’s equity Brand equity Brand assets Brand value

Question # 3 of 15 ( Start time: 10:56:53 PM ) Total Marks: 1 Financial objective deals with __________.Select correct option:     

Revenue growth Winning greater market share Overtaking competitors on quality Staging innovations Bookmark

Question # 4 of 15 ( Start time: 10:57:16 PM ) Total Marks: 1 Market is divided into groups on the basis of age, family size, gender, income, occupation, education, religion, race, generation, nationality, or social class is the best description of which of the following? Select correct option:    

Demographics Psychographics Behavioral Geographic

Question # 5 of 15 ( Start time: 10:57:46 PM ) Total Marks: 1 The business growth that takes place because of the internal working of the different parts within an organization is known as which of the following? Select correct option:    

Acquisition Organic growth Rapid growth Licensing

Question # 6 of 15 ( Start time: 10:58:49 PM ) Total Marks: 1 The key belief and core values of the brand is called its __________. Select correct option:    

Identity Image Persona Source

Question # 7 of 15 ( Start time: 10:59:54 PM ) Total Marks: 1 Which of the following is a company’s declaration about its business goals and aspirations as an organization to its employees and other stakeholders? Select correct option:    

Mission Statement Vision Statement Vision and mission statement Value statement

Question # 8 of 15 ( Start time: 11:00:27 PM ) Total Marks: 1 __________explain/s what brand value means to consumers and how a brand creates that value. Select correct option:    

Brand equity Brand characteristics Brand image Brand identity

Question # 9 of 15 ( Start time: 11:00:56 PM ) Total Marks: 1 To be successful, the company must have all its __________ at work to deliver superior value. Select correct option:    

Resources Brands Employees Communication

Question # 10 of 15 ( Start time: 11:02:14 PM ) Total Marks: 1 Building the brand vision is very serious matter and cannot be decided by just one manager because of the issue of: Select correct option:    

Finance Marketing Production Promotion

Question # 11 of 15 ( Start time: 11:03:14 PM ) Total Marks: 1 Objectives are the desired ends and __________ is the means to achieve those ends. Select correct option:    

Strategy Mission Planning Vision

Question # 12 of 15 ( Start time: 11:04:13 PM ) Total Marks: 1 Which one of the following is the characteristic of brand strength? Select correct option:    

Price premium Patents and rights Perceived brand personality Brand reputation

Question # 13 of 15 ( Start time: 11:05:41 PM ) Total Marks: 1 According to researches, the highest brand loyalty of customers is for: Select correct option:    

Coffee Shampoo Cigarette Jeans

Question # 14 of 15 ( Start time: 11:06:25 PM ) Total Marks: 1 Which of the following is a strategic process in which all departments must get together in offering value? Select correct option:    

Brand management Product Management Marketing Management Sales Management

Question # 15 of 15 ( Start time: 11:06:59 PM ) Total Marks: 1 Which of the following is a set of promises that the brand makes to customers? Select correct option:    

Brand contract Brand association Brand persona Brand equity

Question # 1 of 15 ( Start time: 11:13:09 PM ) Total Marks: 1 Market is divided into groups on the basis of age, family size, gender, income, occupation, education, religion, race, generation, nationality, or social class is the best description of which of the following? Select correct option:    

Demographics Psychographics Behavioral Geographic

Question # 2 of 15 ( Start time: 11:13:50 PM ) Total Marks: 1 A sound mission and value statement must have all the attributes EXCEPT: Select correct option:    

Lengthy Memorable Pragmatic Inspiring

Question # 3 of 15 ( Start time: 11:15:10 PM ) Total Marks: 1 Where the strategic management perspective should be emphasized? Select correct option:    

At the top of the organization At the middle of the organization At the bottom of the organization Throughout the organization

Question # 4 of 15 ( Start time: 11:15:41 PM ) Total Marks: 1 Which of the following is a strategic process in which all departments must get together in offering value? Select correct option:    

Brand management Product Management Marketing Management Sales Management

Question # 5 of 15 ( Start time: 11:16:20 PM ) Total Marks: 1 One of the top responsibilities of senior management is to develop: Select correct option:    

Business Brand Product Strategy

Question # 6 of 15 ( Start time: 11:16:53 PM ) Total Marks: 1 If a market is less mature, the challenges are: Select correct option:    

Less strong Intense Concentrated Deep

Question # 7 of 15 ( Start time: 11:18:14 PM ) Total Marks: 1 Brands are acknowledged and recognized on the basis of their: Select correct option:    

Functionality Quality Loyalty Reputation

Question # 8 of 15 ( Start time: 11:19:40 PM ) Total Marks: 1 A brand must offer a: Select correct option:    

Superior value proposition Lower value proposition Medium value proposition Best value proposition

Question # 9 of 15 ( Start time: 11:20:02 PM ) Total Marks: 1 When a brand is just able to address the basic needs, it is at the: Select correct option:    

Lowest level of associations Highest level of associations Medium level of associations None of the given options

Question # 10 of 15 ( Start time: 11:20:36 PM ) Total Marks: 1 While developing a brand vision, senior management contributes by providing inputs about: Select correct option:    

What are the financial and strategic goals of the company? How to reinforce strengths and rectify weaknesses? What resources the company is willing to deploy for supporting the brand? All of the given options

Question # 11 of 15 ( Start time: 11:21:29 PM ) Total Marks: 1 Objectives are the desired ends and __________ is the means to achieve those ends. Select correct option:    

Strategy Mission Planning Vision

Question # 12 of 15 ( Start time: 11:22:04 PM ) Total Marks: 1 When we say that brands are staying contemporary than it means: Select correct option:    

Bringing about innovations Living up to consumers’ likes and expectations Engaging into a brand contract All of the given options

Question # 13 of 15 ( Start time: 11:22:27 PM ) Total Marks: 1 Which of the following brings management to a platform from where they all have to agree what level of growth the brand will generate to fulfill company’s objectives? Select correct option:    

Brand vision Brand mission Brand objective Brand value

Question # 14 of 15 ( Start time: 11:23:15 PM ) Total Marks: 1 While defining the industry for developing brand vision, brand manager must consider: Select correct option:    

The range of products and services offered by the industry Industry growth and size Key growth factors Industry lifecycle

Question # 15 of 15 ( Start time: 11:24:35 PM ) Total Marks: 1 Which one of the following is related to the brand? Select correct option:    

Cooking oil Shampoo Detergent Dalda

MIDTERM EXAMINATION Spring 2009 MKT624 ... -

Determine the financial contribution gap. ➢ Collect industry data and create a brand vision starter. ➢ Meet with junior management to create .... Which of the following brings management to a platform from where they all have to agree what level of growth the brand will generate to fulfill company's objectives? Select correct ...

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