We are here with you hands in hands to facilitate your learning & don't appreciate the idea of copying or replicating solutions. Read More>>

Looking For Something at vustudents.ning.com? Click Here to Search

www.bit.ly/vucodes

+ Link For Assignments, GDBs & Online Quizzes Solution

www.bit.ly/papersvu

+ Link For Past Papers, Solved MCQs, Short Notes & More


Dear Students! Share your Assignments / GDBs / Quizzes files as you receive in your LMS, So it can be discussed/solved timely. Add Discussion

How to Add New Discussion in Study Group ? Step By Step Guide Click Here.

MKT624 ALL Current final Term Papers Fall 2015 & Past final Term Papers at One Place from 5 mar 2015 to 15 march 2015

PLZ share ur paper here..

Brand management MKT624

You Can Download Solved Final Term Papers, Short Notes, Lecture Wise Questions Answers Files, Solved MCQs, Solved Quizzes , Solved Mid Term Subjective Papers , Solved Mid Term Objective Papers From This Discussion For Preparation Mid Term Papers of Fall 2014

.....

For Important Helping Material related to this subject (Solved MCQs, Short Notes, Solved past PapersE-Books, FAQ,Short Questions Answers & more). You must view all the featured Discussion in this subject group.

For how you can view all the Featured discussions click on the Back to Subject Name Discussions link below the title of this Discussion & then under featured Discussion corner click on the view all link.

Or visit this link 

Click Here For Detail.

You Can download papers by a simple click on file. All the uploaded filed are in Zip file or PDF format So Install Adobe Reader and Winrar Software’s to open these Files

Note: If you download files with Internet Download Manager (IDM), you would face problem of damage files. All files are correct and no damage file, If you face this problem, Open IDM > Click on Options > Click on File Types > Remove PDF and ZIP from files types and save. After it download again files, files will work properly.OR Press alt+click the file ...

Thanks and Regards,

VU Students.ning Social Network.

+ How to Follow the New Added Discussions at Your Mail Address?

+ How to Join Subject Study Groups & Get Helping Material?

+ How to become Top Reputation, Angels, Intellectual, Featured Members & Moderators?

+ VU Students Reserves The Right to Delete Your Profile, If?


See Your Saved Posts Timeline

Views: 850

.

+ http://bit.ly/vucodes (Link for Assignments, GDBs & Online Quizzes Solution)

+ http://bit.ly/papersvu (Link for Past Papers, Solved MCQs, Short Notes & More)

+ Click Here to Search (Looking For something at vustudents.ning.com?)

+ Click Here To Join (Our facebook study Group)

Replies to This Discussion

MKT624-Brand Management Solved Subjective Questions from Past Papers for Final Term Shared By me Question: Brand can be analyzed by Brand Picture Explain? 3 Marks BRAND PICTURE The second step of the strategic brand management process is development of brand picture. Toward creating the right picture, you have to do everything possible to create the right image. The whole exercise of creating the right picture is to create meaningful parallels between the brand’s identity and its image. We know by now that more the image coincides with identity the more brand managers are successful in communicating the right identity and creating the right image. Creating the right identity is of paramount importance, for it means that the product has been given the right meaning that will be rightly received at the consumer’s end. Creating a brand, therefore, is the end of the process that is the sum total of all company resources deployed to create the point of difference that highlights brand’s identity. Brands therefore are born out of the marketing strategies of differentiation and segmentation, as is already clear from the discussion on all preceding concepts in general and the example of company XYZ’s vision statement in particular. Question: Describe briefly Trade Promotion 3 marks Consumer promos are aimed at consumers, designed to encourage them to buy more and use more. With the help of advertising, you create a pull, that is, you pull the customer toward the brand; with promotions you push the product towards the consumer. The pull and push form a convincing basis of registering higher sales as the conventional wisdom goes. Trade Promotion • What is your expectation from trade to help you realize your objectives? • What kind of deals and incentives you are willing to offer to trade? Question What are the qualities of a Good Copy? 3 marks a good copy should be 1. Having attention-getting value 2. Relevant 3. Simple 4. Visualizes the story 5. Integrates audio-visual elements to make sure that the copy has the competitive bite, meaning it is effective and cannot be ignored. 6. Evaluate the total effectiveness of the commercial and the basic selling idea involved without getting stuck with minor details. 7. Don’t ignore the story board. It is very significant. 7. Analyze copy related research and keep track of the competitors’ advertising moves and changes. Question: Explain Brand Assets in your own words (by Scot Devis)? 3 marks Brand assets are a function of reputation, quality, relevance, and loyalty. The concept is well illustrated with the help of the attached figure. Brand liabilities are incurred by brands because of failures and questionable business practices that may increase costs and liabilities. The larger the ratio of brand assets to brand liabilities, the greater is the brand equity.2 Values, benefits, features and attributes are asset of scot devis. Question: What is Copy Strategy and Net Impression give examples 5 marks Copy Strategy is the next level of the concept to be understood. It is essentially an extension and elaboration of the brand’s marketing strategy and objectives into the advertising or copy area. Copy strategy is a long term document which states the net impression that we want consumers to have of the brand. Net impression consists of the basic selling idea or end result which the brand is promising to the consumer and which constitutes the principal reason for the consumers to purchase it in preference to competition. Following are the examples: • For a brand of soap, it could be extra mildness. • For another soap, it could be superior cleansing cream and, hence, softer skin. • For a detergent, it could be cleaner wash. Extra mildness, superior cleansing cream, and cleaner wash are the net impressions that we want to communicate. Copy strategy therefore is a statement of the principal characteristics of the product and talks of the reason why the promise is deliverable. Question Differentiate between consumer promotion and trade Promotion Marks 5 Trade promos are aimed at the trade to entice them into stocking more, giving our brand more space, and sell more. Consumer promos are aimed at consumers, designed to encourage them to buy more and use more. With the help of advertising, you create a pull, that is, you pull the customer toward the brand; with promotions you push the product towards the consumer. Question: What is the basic purpose of marketing communication? Marks 3 1. The first and foremost job of any marketing communication is to create awareness of a Product 2. Second, marketing communication is meant to reinforce the message to maintain Awareness 3. Third, the job of marketing communication is to motivate target customers to take Action and buy Question What is Consumer Revolt? 3 marks Because of the little differences that are not found meaningful, the consumers are not willing to pay premium prices in most of the cases until real performance benefits are perceived by them. The manufacturers find it hard to amass profits. For this reason, marketing departments get under pressure to produce results. Such pressures lead them to get into the following options: 1. Introduce more brands 2. Introduce brand extensions 3. Advertise or promote existing brands Question Explain what is positioning? 3 marks POSITIONING Positioning is very central to having the right strategies at work to achieve our brand management and overall business goals. Positioning is an approach to communication that solves communication problem by highlighting very special features of your brand. It is important to understand why and how it started. Positioning therefore is not something that you do to the product. It is something you do to the prospect’s mind. You position the product in the mind of the prospect. Question Explain different type of marketing communication? 5 marks The job of marketing communication is to motivate target customers to take action and buy. COMMUNICATION The importance of marketing communications cannot be overemphasized. Without an effective communications program, a marketing strategy does not stand good chances of success. Actually, it will fail. An effective program is designed to make the customers aware of the brand, communicate its benefits, remind them of the same and make them take an action in terms of sales1. Communication strategies bring brand positioning to life. Unless we communicate the intended position, the chances of it making a home in consumers’ mind are remote. A well positioned product with an attractive customer value and a strong channel system will not achieve full marketing success without a good communication program. Therefore, successful communication strategies stem from four basic strategic factors and then support these very factors all along the strategic process2. • Corporate vision • Brand vision • Brand picture • Brand positioning Forms of communications It takes on many different forms and goes beyond advertising and promotions as mentioned below3: 1. Advertising 2. Promotions a) Consumer promotions b) Trade promotions 3. Event marketing and corporate sponsorships 4. Public relations 5. Direct marketing (phone, fax and e-mail, catalogs, and internet) 6. Internal communication with newsletters Question: Entrant and exit drivers explain5 What are the basic drivers that influence market make-up and competitive adjustments must be considered. The most dominant forces are known as the driving forces that induce changes common to most industries. Some of the drivers are: Changes in long-term industry growth: The shift in industrial growth – upward or downward – is a force that needs to be studied and analyzed. What is it that is causing that shift – meaning the driver? Is there going to be entry of new players as growth takes place or is there going to be a shakeout because of industry becoming over-supplied? Is it that existing ones are expanding their capacities – motorbikes and cars in Pakistan? What need to be studied are the repercussions of the driving forces on the brand strategy? The shift definitely has its implication in terms of production capacity, market demand, changing advertising and promotional tactics, and improved distribution systems. Changes in who buy the product and how they use it: Usage of the product can undergo a tremendous change because of changing economic conditions. An example could be about ready-to-eat chicken portions intended as snacks. Is it that the target market is using those as snacks? If the market is using those also as main breakfast and other meals, then changing habits are drivers. Question Explain Brand architecture? 3 marks Brand architecture To understand brand architecture, we must know that there is a close relationship between brands and products; brands distinguish one product from the other and they also indicate products’ origin. Given that, there has to be a system followed by different companies to name and then organize their products as brands in production and marketing terms. The system must also make it easy for the customers to understand those products in terms of buying different brands. Such a system is driven by the branding policies a company follows and is known as brand architecture. Question: Define bundling and give one example of bundling. Marks 3 Solution: (Page # 124) Bundling: Two brands join hands (this is known as bundling) to create one brand by using the strong expressions of both, thereby capitalizing on the strengths of both. This practice saves many risks and launch costs etc. An example could be a famous yogurt brand “Novelty” joining hands with an ice cream brand “Hi-cream” to introduce ice cream yogurt by the name of “Novel-Cream”. This brand is seeking an entry into a chain of restaurants to sell ice cream yogurt or shakes by the given new name “Novel-Cream” that is a contraction of the two brand names. Two brands get bundled into one new and independent brand that draws strength from the two parent brands. Question Define Product innovation and give one example of it. 3 marks Solution: (Page # 176) Product innovation: This aspect can be a major driving force if manufacturers undertake innovations very frequently and make the market and industry grow faster. A faster growth generally is a function of a wider degree of differentiation. This reforms customers’ perception about a reformed category. Japanese electronics industry has been demonstrating this phenomenon for decades and still continues to do that. Mobile phones industry is another example. Question How FMCG create value through cost-efficiency. 5 marks Solution: (Page # 144) FMCG companies have started developing direct marketing model via the internet and are experimenting with millions on their lists. Based on the models, they can tailor their offers more and more closely to the individuals’ known preferences. Direct delivery services offered by restaurants and other food chains in our market are excellent examples of this phenomenon. According to one reference, direct sales through catalogues and internet have topped US$500 billion3. Even chains of stores have started selling through this mode with no visible dents into the sales through their stores. Question Executing advertising is all about ensuring a high level of customer response effects. It deals with which areas: 5 marks Solution (Page # 137): 1. Target market reach 2. Media selection 3. Media coverage 4. Message frequency 5. Ad content or copy, and value proposition Question How would you describe the purpose of multi-brand portfolio? Marks 3 Multi-brand portfolio In other words, this expert calls for introduction of new brands whenever the company has the right rationale to go for them. It is risky, more expensive, requires more time and energy, but most certainly offers a strong and a bright future to the company. The new brand can offer better coverage of the market and penetrate new, young, and emerging markets that could bring meaningful growth to the company. Question Why sales people better understand the market than other company s employees? Marks 3 Sales people understand the market better than anyone else, and hence, must be involved in working out the levels of discounts and incentives. They understand the purchasing criteria and the overall process through which not only customers, but also traders go. Keep them involved amounts to keeping everyone in the company close to reality3. Relationship marketing takes on an added importance here. Sales people take on the role of customer relationship managers as well. Question How variability is the element that really sets services apart from other tangible products? 3 marks Variability: Services are offered by people who vary in temperament, behavior, and values. The same service offered at a different time or place can vary from the other. Question Explain the plus-one pricing model by giving at least one example form your daily life? 5 marks Plus-One pricing: This model applies in mature market conditions, in which all products carry good benefits for customers. For those brands that are bent upon differentiating themselves from the rest of the crowd, they position themselves as a “plus-one” brand. A “plus-one” position allows the business to charge a market-based premium price on the basis of that one feature which competition does not offer. Examples are Volvo for safety, BMW and Lexus for performance, and Mercedes for overall reputation of performance, luxury, and dependability. Question Key Success Factors are the abilities that a company can identify and then capitalize on it to prosper in the market place. What information is required to identify key success factors of any particular industry? 5 marks Businesses must pay so much attention to those strategic elements that they succeed financially and competitively. If a business can answer three questions it can easily identify what the key success factors are for its industry: 1. On what basis customers choose between brands of different sellers? 2. What should a seller do to be competitively successful – what resources and competitive capabilities does it need? 3. What does it take a seller to achieve a sustainable competitive advantage? Question Why is it important to break away mono product for survival of brand? It is absolutely essential to break away from the mono product in order to survive. All products have a lifecycle and are bound to decline one day. Before a product is subjected to the implications of the law of obsolescence, we must introduce another as a strategic move into a diversified area. The product gains from the brand name and yet it is independent having its own meaning. Question How can we get the right brand based strategy? Briefly explain it. 3 marks We must also understand the philosophy of customer response effects and then craft our communication strategy in relation to different effects employing different tools; this will give us the right brand-based strategy. Question What do you know about measuring performance of the brand? 3 marks Measuring performance of your brand means you are managing your brand right. Measurement comes in the form of your monthly, quarterly, and annual returns on investments and revenues, but it has to be supplemented with measurements of your strategies. Question Explain the basic principles of Integrated Marketing Communication? 5 marks Principle of IMC (Integrated Marketing Communication) 1. Always look for opportunities to blend various possibilities of communication. 2. Ensure that all of them convey the same message, consistently. 3. Track all expenditure by product, promotional tools, and relate the observed effects with improvements in future applications. 4. Create a philosophy of capabilities and cost effectiveness of each tool. How Segment Pricing is different from Strategic Account Pricing ? Explain. 5 marks Segment pricing: One of the goals of segmentation is market-based pricing. Different customers in different segments have different product needs and different pricing priorities and sensitivities. This pricing model offers opportunity to set different levels of pricing for different needs. An example could be different packages offered by cell phone companies. Strategic Account Pricing: Large customers are important customers to any business and therefore taken in a strategic light. The underlying assumption is always to maintain a long-term relationship with such customers with focus on meeting their needs. To maintain the strategic relationship, you may offer a special price to such customers, while general prices are on the higher side. Question: As a brand manager of a multinational company, which guidelines would you follow to be sensible in pricing your brand? 5 marks Market-based model for differentiated products and cost-based model for those with minimum differentiation seem to be one guideline. Touch both the bases: Within the generalized guidelines, you should look into the positive aspects relating both the bases while pricing your brands. Don’t forget contribution: One important factor that you must not lose sight of is that of total contribution. You have to arrive at a combination of volume and margin that increases businesses’ total contribution. High volume and low price affect contribution negatively: Assess the perceived value: The perceived value your brand offers to your customers must neither be over-estimated nor under-estimated. Stay within the mainstream price: Customers will never pay a price they think is beyond what they assess as the added-value your brand carries. Question Write down the limitations of brand extension which marketing experts had identified? 3 marks Limitations Despite all the favorable factors for extensions, the concept has limitations. Not all the time extensions can fill all the gaps in the markets. In the words of a marketing expert, “there is a tremendous opportunity cost that we pay by going through extensions; by not creating a new brand; unfortunately, that cost is unquantifiable”. By getting into the extension it was a strong brand that was not created, says the author5. Question Identify the rules that lay the foundation of developing the right copy in the light of all strategic elements and describe its importance? 3 marks We must understand the rules that lay the foundation for developing the right copy in light of all strategic elements; the product’s basic character, its values, the promises it makes, and why they are deliverable. Following the rules rightly, we can bridge the gap between promise and positioning – the present and the future. Question Describe the advantages of product brand strategy? 5 marks Resourceful companies opt for this strategy; they like to create that multiplication ofSupplier-effect to energize the category with multiple brand entries It is the collective effort on part of all players to do their bit in talking about points of difference, educate the customer and as an aggregate effect bring the category to full bloom, you will recall from discussion on multi brands. • One big manufacturer like (P&G) likes to occupy and dominate all the functional Segments of the category, and by meeting different needs it consolidates its market Share. • Different products help customers identify those differences better than extensions That has external similarities. It is because of these factors that one starts appreciating how the differences among various offerings of detergents are optimized through their precise positioning that define – stain removing properties, a neat wash, or something that’s ideal for hand wash etc. • The product brand strategy is good for companies that enter a segment to preempt a position and then acquire the role of the market leader. The name of the company may not be highlighted with the result that each brand is independent of each other and the failure of one does not really affect the other Question Explain Channel performance and its components 3 marks As we know that while assessing the impact on the three strategic areas (product-market make-up, sales revenue, and profitability) the objective of any company should be to configure its channels in a way that it improves its performance and offers competitive advantage. The company with all direct customers seems to be having that advantage, if we refer to the above graphics. Components of channel performance Measuring channel performance, therefore, is based on three components1: 1. Customer reach 2. Operating efficiency 3. Service quality • If a company cannot reach its potential customers, it will not register sales. • If the cost to reach customers is too high, then it will adversely affect profitability. • If customers are not served the way they want, then the company cannot retain themQuestion What are the advantages that brand extension has over launching new products or brands? (Marks-5) Answer: Brand extension is use of an established brand name in new product/brand categories. It is all about the existing brands. It is something that we do with the existing names for new offerings. Advantages of brand extension over launching new brands or products: Brand extension may have following advantages over launching new brands or products few are as follows: 1. It increases brand image. 2. An established brand name increases consumer interest and willingness to try new products having well-reputed and well-established brand name. 3. Brand extension is cost effective as compared to launch of new brands or products. It means that the cost of brand extension is less than launching new brands and products 4. It increases market coverage as it brings new customers into brand franchise. 5. The risk perceived by the customers also reduces. So we can simply say that through brand extension, Cost of developing new brand is saved. It revives the brand and the image of parent brand is enhanced Disadvantages of brand extension: (Additional) There may also be some disadvantages of brand extension. These are as follows 1. Brand extension in unrelated markets may lead to loss of reliability if a brand name is extended too far. An organization must research the product categories in which the established brand name will work. 2. There is a risk that the new product may generate implications that can damage the image of the original brand. 3. If the brand extensions have no advantage over competitive brands in the new category, then it will fail. Question Differentiate b/w “Brand Vision and Mission Statement”? (Marks-3) Answer: Brand Vision Statement: Vision statement directs an organization towards the achievement of future objectives. It is the description of what an organization would like to achieve or accomplish in mid term or long term future. Brand vision statement tell us about brand’s growth and future direction It tells us how our brand is going to help the company to achieve its goals. So brand vision statement is related to future. Brand Mission Statement: Brand mission statement speaks of the present form of business. The products it is dealing in, the customers it is serving, and the areas in which it is operating. Mission statement is all about achievement of present objectives. It does not speak beyond this. (How a brand is going to help a company to focus on achievement of present objectives) Question What is meant by positioning? Describe some properties of strong positioning? (Marks-3) Answer: Positioning: “It is concise statement that summarizes brand’s promise to the target consumers and actively communicates advantage over competing brands.” Properties of strong positioning: 1. Strong positioning has unique valued place. It means brand has unique, valued, sustainable and credible place in consumer’s mind 2. It is based upon segmentation and differentiation 3. It revolves around a benefit 4. It provides focus and it is externally driven. 5. It is key determinant of operational strategies. 6. Strong positioning opens many new avenues for the brand which is beneficial for the growth of a strong brand. Question What is meant by brand contract Explain briefly basic principles of brand Contract? (Marks-5) Answer: Brand contract is a set of promises that a brand makes to known customers. Principles of Brand Contract: 1. Understanding of customer perspective: understand what are customer needs and expectations and make a brand totally customer driven 2. Translate into standards: these are the host activities that need to be undertaken before putting a product together. This implies putting different promises together. Well coordinated activities/actions involving all departments will result from standardization of activities and lead to meeting the promises made. 3. Fulfill good promises: A brand should fulfill the good promises in order to bound customers in to a strong brand contract and to win customer loyalty. 4. Uncover bad promises: Through research studies negative promises can easily be uncovered. Once negative promises are uncovered then the next step will be turning them into good promises that can be easily done by converting shortcomings into strength. Question Explain the following terms briefly (Marks-5) 1. Brand Persona 2. Brand Association Answer: Brand picture is based on brand image which has two components 1. Brand persona 2. Brand Association Brand Persona. Brand persona is actually the personality of your brand. It is basically description of brand in human characteristics like reliable, friendly, stylish, caring, modern or well serving etc. Brand persona along with brand association provides complete understanding of brand image. Brand Association: It refers to attributes the brand carries and the benefits it offers to the customers. Associations are part of laddering approach. The more you ladder up perceived benefits in customer’s mind; stronger is the brand association. It is basically description of brand in product characteristics. (Features, Benefits, Fulfillment of customer values)

MKT624 Brand Management Final Term paper 2008

MKT624- Brand Management (Session - 1) 

Question No: 1 ( Marks: 1 ) - Please choose one
Which one of the following is the indicator of brand assets? 
 Market share 
 Price premium 
 Brand reputation 
 Loyalty rate

Question No: 2( Marks: 1 ) - Please choose one 
An intangible value that accrues to a company as a result of its successful efforts to establish a strong brand is known as: 
 Brand management 
 Brand equity 
 Brand assets 
 Brand liabilities


Question No: 3 ( Marks: 1 ) - Please choose one 
The legal term for brand is 
Product 
Brand 
Trademark 
Identity 

Question No: 4 ( Marks: 1 ) - Please choose one 
A brand must offer a: 
 Superior value proposition 
 Lower value proposition 
 Medium value proposition 
 Best value proposition 

Question No: 5( Marks: 1 ) - Please choose one 
Which one of the following brand layers is slightly wider than line brands? 
 Product brands 
 Family brands 
 Range brands 
 Umbrella brands 

Question No: 6( Marks: 1 ) - Please choose one 
Strategic objective deals with which of the following? 
 Cutting cost 
 Earnings per share 
 Return on investment 
 Dividend growth 

Question No: 7( Marks: 1 ) - Please choose one 
Which of the following is concerned with tracking a strategy, as it is being implemented, to detect the problems in its underlying premises? 
 Continuous improvement 
 Empowerment 
 Strategic control 
 Strategic management 

Question No: 8( Marks: 1 ) - Please choose one 
All of the following are the stages that characterize the level of maturity of an industry, EXCEPT : 
Embryonic 
Growth 
Mature 
Immature

Question No: 9 ( Marks: 1 ) - Please choose one 
Which of the following refers to attributes the brand carries and benefits it offers to consumers? 
 Brand association 
 Brand persona 
 Brand picture 
 Brand analysis 

Question No: 10 ( Marks: 1 ) - Please choose one 
Which one of the following options along with brand associations provides a complete understanding of the brand image? 
 Brand persona 
 Band value pyramid 
 Brand association 
 Brand picture 

Question No: 11 ( 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: 12 ( Marks: 1 ) - Please choose one 
Train your people to become brand ambassadors is the best description of which one of the following ? 
Education 
Criteria 
Awareness 
Understanding 

Question No: 13 ( Marks: 1 ) - Please choose one 
A brand can prove its modernity by: 
 Varying prices seasonally 
 Promoting more along the product life cycle 
 Creating and offering new products from time to time 
 All of the given options 

Question No: 14( Marks: 1 ) - Please choose one 
A fashion clothing company getting into perfumes refers to the example of: 
 Perceived difficulty of manufacture 
 Know-how transferability 
 Complementarily 
 Awareness and reputation of the parent 

Question No: 15 ( Marks: 1 ) - Please choose one 
The brands like Head & Shoulders, Old Spice, Safeguard and Pampers by Procter & Gamble have been established using which one of the following brand strategy? 
 Product brand strategy 
 Source brand strategy 
 Endorsing brand strategy 
 Range brand strategy 

Question No: 16 ( Marks: 1 ) - Please choose one 
The firm selling directly is likely to have _________ than the one involving intermediaries. 
 More demand 
 More monopoly 
 Greater margin 
 Fewer margin 

Question No: 17 ( Marks: 1 ) - Please choose one 
Customer reach is the element of which one of the following? 
 Strategic area 
 Channel performance 
 Brand architecture 
 Brand extension 

Question No: 18 ( Marks: 1 ) - Please choose one 
Which one of the following options in relation to product ageing has taken on an added dimension within the concept of supply chain? 
 Inventory management 
 Marketing management 
 Brand management 
 Channel management 

Question No: 19 ( Marks: 1 ) - Please choose one 
Usually brand managers may not get into a large portfolio of brands due to some reasons. 
Which one of the following is NOT the reason for the growth of brand portfolio? 
 Owing to growth 
 Owing to acquisition 
 Need to have small portfolio 
 Cannibalization 

Question No: 20 ( Marks: 1 ) - Please choose one 
Which of the following is an outer entity of a business strategy that supports business goals and objectives? 
 Brand architecture 
 Brand portfolio 
 Brand extension 
 Line extension 

Question No: 21 ( Marks: 1 ) - Please choose one 
Which of the following is an expression of the strategy which a company chooses under a certain set of circumstances? 
 Brand extension 
 Brand equity 
 Brand portfolio 
 Brand architecture 

Question No: 22 ( Marks: 1 ) - Please choose one 
Intel inside is a classic example of which one of the following? 
 Bundling 
 Ingredient co-branding 
 Joint venture 
 Effective packaging 

Question No: 23( Marks: 1 ) - Please choose one 
In acronym AUTHOR , A stands for which one of the following? 
Adaptability 
Applicable 
Acceptance 
Awareness 
  
Question No: 24 ( Marks: 1 ) - Please choose one 
CRE stands for which of the given options? 
 Customer response effect 
 Customer relationship effect 
 Customer responsibility effect 
 Customer resource effect 

Question No: 25( Marks: 1 ) - Please choose one 
Duration of which of the following should be short and should not be repeated too often? 
 Sales promos 
 Market promos 
 Brand promos 
 Product promos 

Question No: 26( Marks: 1 ) - Please choose one 
Influencing public opinion through the presentation of a client's image, message, or product is known as: 
 Direct marketing 
 Advertising 
 Public relation 
 Sales promotion 

Question No: 27( Marks: 1 ) - Please choose one 
Which of the following options should be used keeping in mind that your brand is an asset that is going to provide you with the right contribution to enable you achieve all your financial goals. 
Price 
Marketing 
Placement 
Selling 

Question No: 28 ( Marks: 1 ) - Please choose one 
If your company offers excellent product that can solve the customer problem, then you have a greater chance to demand which one of the following? 
 Premium price 
 Skimming price 
 Market based price 
 Cost plus price 

Question No: 29( Marks: 1 ) - Please choose one 
At the stage of awareness of communication process, the customer s response reaches at what percentage? 
75% 
80% 
70%? 
90% 
Question No: 30( Marks: 1 ) - Please choose one 
Sales promotion is best defined as: 
 Activity and/or material used as a direct inducement to resellers, salespersons, or consumers 
 Advertising and publicity campaign 
 Cyclical activity aimed at producing short-run effects on sales 
 Activity and/or material used in personal selling 

Question No: 31( Marks: 1 ) - Please choose one 
A consumer contest is an example of which one of the following? 
 Personal selling 
 Sales promotion 
 Advertising 
 Public relations 

Question No: 32( Marks: 1 ) - Please choose one 
Competitions, free samples, and rebates are examples of which one of the following? 
 Advertising 
 Sales promotion techniques 
 Publicity 
 Personal selling techniques 

Question No: 33 ( Marks: 1 ) - Please choose one 
Which of the following is an example of a demographic factor that is important to the pricing decisions made for a new type of low-fat cereal for children? 
 How many boxes will be consumed by a household in a month? 
 What price will indicate the quality of the cereal? 
 How will price elasticity affect the pricing? 
 Will potential buyers be attracted to the cereal if odd pricing applied? 

Question No: 34( Marks: 1 ) - Please choose one 
Which of the following is NOT a dimension of brand differentiation? 
 Persona recognition 
 Contract fulfilment 
 Awareness 
 Purchase frequency 
  
Question No: 35 ( Marks: 1 ) - Please choose one 
Strength of any brand equals to: 
 Differentiation multiplied by knowledge 
 Differentiation multiplied by relevance 
 Knowledge multiplied by relevance 
 Esteem multiplied by differentiation 

Question No: 36 ( Marks: 1 ) - Please choose one 
A brand based organization provides which of the following benefits? 
 All of the given options 
 Clarity of role 
 Commitment to brand growth 
 A collective responsibility 

Question No: 37 ( Marks: 1 ) - Please choose one 
Which of the following offers buyers the problem of not being able to judge the value for their money? 
 Food brand 
 Service brand 
 Tangible brand 
 Industrial brand 

Question No: 38( Marks: 1 ) - Please choose one 
___________ is a template that you can use for introducing any brand, a tangible product or 
an intangible service product brand. 
 Brand vision 
 Brand plan 
 Marketing strategy 
 Operational plan 

Question No: 39 ( Marks: 1 ) - Please choose one 
In which of the following internal workshop consisting of important aspects of detailed 
strategic definition and objectives of the brand is arranged. 
 Brand chartering 
 Brand extension 
 Brand planning 
 Brand equity 

Question No: 40 ( Marks: 1 ) - Please choose one 
Which of the following is NOT related to dimensions of brand? 
 Aspects of differentiation 
 Aims and values 
 Personality and imagery 
 Vision of brand 

Question No: 41 ( Marks: 1 ) - Please choose one 
Which of the following is dealing with brands that build their position in diverse fields or categories? 
 Brand extension 
 Line extension 
 Brand image 
 Brand survival 

Question No: 42 ( Marks: 1 ) - Please choose one 
Gourmet bakers getting into the area of cold drinks is an example of which one of the following? 
 Extending the entire positioning 
 Extending your point of difference 
 Extending the definition of business 
 Extending your target market

Which one of the following is the indicator of brand assets? 
 Market share 
 Price premium 
 Brand reputation 
 Loyalty rate

Question No: 2( Marks: 1 ) - Please choose one 
An intangible value that accrues to a company as a result of its successful efforts to establish a strong brand is known as: 
 Brand management 
 Brand equity 
 Brand assets 
 Brand liabilities


Question No: 3 ( Marks: 1 ) - Please choose one 
The legal term for brand is 
Product 
Brand 
Trademark 
Identity 

Question No: 4 ( Marks: 1 ) - Please choose one 
A brand must offer a: 
 Superior value proposition 
 Lower value proposition 
 Medium value proposition 
 Best value proposition 

Question No: 5( Marks: 1 ) - Please choose one 
Which one of the following brand layers is slightly wider than line brands? 
 Product brands 
 Family brands 
 Range brands 
 Umbrella brands 

Question No: 6( Marks: 1 ) - Please choose one 
Strategic objective deals with which of the following? 
 Cutting cost 
 Earnings per share 
 Return on investment 
 Dividend growth 

Question No: 7( Marks: 1 ) - Please choose one 
Which of the following is concerned with tracking a strategy, as it is being implemented, to detect the problems in its underlying premises? 
 Continuous improvement 
 Empowerment 
 Strategic control 
 Strategic management 

Question No: 8( Marks: 1 ) - Please choose one 
All of the following are the stages that characterize the level of maturity of an industry, EXCEPT : 
Embryonic 
Growth 
Mature 
Immature

Question No: 9 ( Marks: 1 ) - Please choose one 
Which of the following refers to attributes the brand carries and benefits it offers to consumers? 
 Brand association 
 Brand persona 
 Brand picture 
 Brand analysis 

Question No: 10 ( Marks: 1 ) - Please choose one 
Which one of the following options along with brand associations provides a complete understanding of the brand image? 
 Brand persona 
 Band value pyramid 
 Brand association 
 Brand picture 

Question No: 11 ( 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: 12 ( Marks: 1 ) - Please choose one 
Train your people to become brand ambassadors is the best description of which one of the following ? 
Education 
Criteria 
Awareness 
Understanding 

Question No: 13 ( Marks: 1 ) - Please choose one 
A brand can prove its modernity by: 
 Varying prices seasonally 
 Promoting more along the product life cycle 
 Creating and offering new products from time to time 
 All of the given options 

Question No: 14( Marks: 1 ) - Please choose one 
A fashion clothing company getting into perfumes refers to the example of: 
 Perceived difficulty of manufacture 
 Know-how transferability 
 Complementarily 
 Awareness and reputation of the parent 

Question No: 15 ( Marks: 1 ) - Please choose one 
The brands like Head & Shoulders, Old Spice, Safeguard and Pampers by Procter & Gamble have been established using which one of the following brand strategy? 
 Product brand strategy 
 Source brand strategy 
 Endorsing brand strategy 
 Range brand strategy 

Question No: 16 ( Marks: 1 ) - Please choose one 
The firm selling directly is likely to have _________ than the one involving intermediaries. 
 More demand 
 More monopoly 
 Greater margin 
 Fewer margin 

Question No: 17 ( Marks: 1 ) - Please choose one 
Customer reach is the element of which one of the following? 
 Strategic area 
 Channel performance 
 Brand architecture 
 Brand extension 

Question No: 18 ( Marks: 1 ) - Please choose one 
Which one of the following options in relation to product ageing has taken on an added dimension within the concept of supply chain? 
 Inventory management 
 Marketing management 
 Brand management 
 Channel management 

Question No: 19 ( Marks: 1 ) - Please choose one 
Usually brand managers may not get into a large portfolio of brands due to some reasons. 
Which one of the following is NOT the reason for the growth of brand portfolio? 
 Owing to growth 
 Owing to acquisition 
 Need to have small portfolio 
 Cannibalization 

Question No: 20 ( Marks: 1 ) - Please choose one 
Which of the following is an outer entity of a business strategy that supports business goals and objectives? 
 Brand architecture 
 Brand portfolio 
 Brand extension 
 Line extension 

Question No: 21 ( Marks: 1 ) - Please choose one 
Which of the following is an expression of the strategy which a company chooses under a certain set of circumstances? 
 Brand extension 
 Brand equity 
 Brand portfolio 
 Brand architecture 

Question No: 22 ( Marks: 1 ) - Please choose one 
Intel inside is a classic example of which one of the following? 
 Bundling 
 Ingredient co-branding 
 Joint venture 
 Effective packaging 

Question No: 23( Marks: 1 ) - Please choose one 
In acronym AUTHOR , A stands for which one of the following? 
Adaptability 
Applicable 
Acceptance 
Awareness 
  
Question No: 24 ( Marks: 1 ) - Please choose one 
CRE stands for which of the given options? 
 Customer response effect 
 Customer relationship effect 
 Customer responsibility effect 
 Customer resource effect 

Question No: 25( Marks: 1 ) - Please choose one 
Duration of which of the following should be short and should not be repeated too often? 
 Sales promos 
 Market promos 
 Brand promos 
 Product promos 

Question No: 26( Marks: 1 ) - Please choose one 
Influencing public opinion through the presentation of a client's image, message, or product is known as: 
 Direct marketing 
 Advertising 
 Public relation 
 Sales promotion 

Question No: 27( Marks: 1 ) - Please choose one 
Which of the following options should be used keeping in mind that your brand is an asset that is going to provide you with the right contribution to enable you achieve all your financial goals. 
Price 
Marketing 
Placement 
Selling 

Question No: 28 ( Marks: 1 ) - Please choose one 
If your company offers excellent product that can solve the customer problem, then you have a greater chance to demand which one of the following? 
 Premium price 
 Skimming price 
 Market based price 
 Cost plus price 

Question No: 29( Marks: 1 ) - Please choose one 
At the stage of awareness of communication process, the customer s response reaches at what percentage? 
75% 
80% 
70%? 
90% 
Question No: 30( Marks: 1 ) - Please choose one 
Sales promotion is best defined as: 
 Activity and/or material used as a direct inducement to resellers, salespersons, or consumers 
 Advertising and publicity campaign 
 Cyclical activity aimed at producing short-run effects on sales 
 Activity and/or material used in personal selling 

Question No: 31( Marks: 1 ) - Please choose one 
consumer contest is an example of which one of the following? 
 Personal selling 
 Sales promotion 
 Advertising 
 Public relations 

Question No: 32( Marks: 1 ) - Please choose one 
Competitions, free samples, and rebates are examples of which one of the following? 
 Advertising 
 Sales promotion techniques 
 Publicity 
 Personal selling techniques 

Question No: 33 ( Marks: 1 ) - Please choose one 
Which of the following is an example of a demographic factor that is important to the pricing decisions made for a new type of low-fat cereal for children? 
 How many boxes will be consumed by a household in a month? 
 What price will indicate the quality of the cereal? 
 How will price elasticity affect the pricing? 
 Will potential buyers be attracted to the cereal if odd pricing applied? 

Question No: 34( Marks: 1 ) - Please choose one 
Which of the following is NOT a dimension of brand differentiation? 
 Persona recognition 
 Contract fulfilment 
 Awareness 
 Purchase frequency 
  
Question No: 35 ( Marks: 1 ) - Please choose one 
Strength of any brand equals to: 
 Differentiation multiplied by knowledge 
 Differentiation multiplied by relevance 
 Knowledge multiplied by relevance 
 Esteem multiplied by differentiation 

Question No: 36 ( Marks: 1 ) - Please choose one 
A brand based organization provides which of the following benefits? 
 All of the given options 
 Clarity of role 
 Commitment to brand growth 
 A collective responsibility 

Question No: 37 ( Marks: 1 ) - Please choose one 
Which of the following offers buyers the problem of not being able to judge the value for their money? 
 Food brand 
 Service brand 
 Tangible brand 
 Industrial brand 

Question No: 38( Marks: 1 ) - Please choose one 
___________ is a template that you can use for introducing any brand, a tangible product or 
an intangible service product brand. 
 Brand vision 
 Brand plan 
 Marketing strategy 
 Operational plan 

Question No: 39 ( Marks: 1 ) - Please choose one 
In which of the following internal workshop consisting of important aspects of detailed 
strategic definition and objectives of the brand is arranged. 
 Brand chartering 
 Brand extension 
 Brand planning 
 Brand equity 

Question No: 40 ( Marks: 1 ) - Please choose one 
Which of the following is NOT related to dimensions of brand? 
 Aspects of differentiation 
 Aims and values 
 Personality and imagery 
 Vision of brand 

Question No: 41 ( Marks: 1 ) - Please choose one 
Which of the following is dealing with brands that build their position in diverse fields or categories? 
 Brand extension 
 Line extension 
 Brand image 
 Brand survival 

Question No: 42 ( Marks: 1 ) - Please choose one 
Gourmet bakers getting into the area of cold drinks is an example of which one of the following? 
 Extending the entire positioning 
 Extending your point of difference 
 Extending the definition of business 
 Extending your target market

Question No: 43( Marks: 3 ) 
How would you describe the purpose of multi-brand portfolio? 

1. C ollective play
One brand cannot develop the market. It’s the collective positions and communication
campaigns that educate the customers about different features different brands offer.
When different players collectively promote their respective differences, it tends to
promote the market collectively. Combined advertising offers a combined view of the
whole category thus improving the whole category. Multiplication of players, therefore,
becomes essential.
©

2. M arket coverage
The role played by multiple players automatically strengthens the concept of
segmentation, because they all opt for different segments by positioning them uniquely.
Such situations lead to coverage of the market that is not possible with just one brand.
Different price-quality-indexes (PQIs) emerge and one brand revolving around all PQIs
is bound to lose its identity.
3. E ffective fight to competition
You introduce a new brand to position it right below established competitors’ pricing.
You don’t do that with the original brand, for that amounts to cutting brand’s pricing
and hurting its image. Refer to figure 31. In other words, it offers you to create the
territory of marketing battle away from that of your original brand.
4. F ills the market and keeps the competition out
It offers you the opportunity in line with the fundamental that says a multiplication of
players is important. A strong player can take on the role of a multi-supplier by having
different brands and hence keeping the competition out.
5. P rotects the main brand image
If the new entry is not successful, it doesn’t hurt the original brand.
6. R esponsive to retailers’ needs
A multi-brand policy fulfills needs of different retailers, because different retailers cater
to the needs of a different level of clientele and, hence, needing an array of different
brands for different customers with different demographic backgrounds is essential.
Actually, the identity of retailers is defined by the selection of different brands they
carry and specialize in selling.



Question No: 44( Marks: 3 ) 
Why sales people better understand the market than other company s employees? 

Being close to
the customers and trade, the sales people understand the market better than anyone else, and
hence, must be involved in working out the levels of discounts and incentives. They understand
the purchasing criteria and the overall process through which not only customers, but also
traders go. Keep them involved amounts to keeping everyone in the company close to reality3.
Relationship marketing takes on an added importance here. Sales people take on the role of
customer relationship managers as well.



Question No: 45( Marks: 3 ) 
How variability is the element that really sets services apart from other tangible products?

There are four elements that really set services apart from other tangible products. Those are:
· Intangibility: You cannot see a service. It cannot be felt and touched.
· Perish ability: You cannot store services like inventory items. Seats not sold are lost
for ever.
· Inseparability: You cannot separate a service from a product. Service is sold right at
the time of delivery. Service therefore is the product.
· Variability: Services are offered by people who vary in temperament, behavior, and
values. The same service offered at a different time or place can vary from the other.

2. M arket coverage
The role played by multiple players automatically strengthens the concept of
segmentation, because they all opt for different segments by positioning them uniquely.
Such situations lead to coverage of the market that is not possible with just one brand.
Different price-quality-indexes (PQIs) emerge and one brand revolving around all PQIs
is bound to lose its identity.
3. E ffective fight to competition
You introduce a new brand to position it right below established competitors’ pricing.
You don’t do that with the original brand, for that amounts to cutting brand’s pricing
and hurting its image. Refer to figure 31. In other words, it offers you to create the
territory of marketing battle away from that of your original brand.
4. F ills the market and keeps the competition out
It offers you the opportunity in line with the fundamental that says a multiplication of
players is important. A strong player can take on the role of a multi-supplier by having
different brands and hence keeping the competition out.
5. P rotects the main brand image
If the new entry is not successful, it doesn’t hurt the original brand.
6. R esponsive to retailers’ needs
A multi-brand policy fulfills needs of different retailers, because different retailers cater
to the needs of a different level of clientele and, hence, needing an array of different
brands for different customers with different demographic backgrounds is essential.
Actually, the identity of retailers is defined by the selection of different brands they
carry and specialize in selling.

Sana Sunny Is these Questions are from Current papers or from Old Past Papers??? 

from old,,, mgr solved from book hain

paper was so easy ,, it was from old ,, and glossary FAQ, 

RSS

Today Top Members 

© 2020   Created by +M.Tariq Malik.   Powered by

Promote Us  |  Report an Issue  |  Privacy Policy  |  Terms of Service

.