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1. A personal computer with features relating processor’s specifications, the size of the hard disk and capacity of RAM is an example of:

  1. Explicit promise
  2. Implicit promise
  3. Positive promise
  4. Negative promise

2. All of the following statements would be considered to be TRUE regarding company vision statements EXCEPT:

  1. Vision statements are never presented with an organization's mission statement
  2. Vision statements are often combined with the mission statement
  3. Vision statements are often designed to be memorable, one-line statements
  4. Vision statements reflect an organization's strategic intent

3. 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?

  1. Demographics
  2. Psychographics
  3. Behavioral
  4. Geographic

4. Building the brand vision is very serious matter and cannot be decided by just one manager because of the issue of:

  1. Marketing                   B. Finance
  2. Production                 D. Promotion

5. Which of the following is considered the first step of the strategic brand management process?

  1. Building brand mission
  2. Building brand vision
  3. Building brand objectives
  4. Building brand picture

6. Which of the following author states that benefits are weak unless they relate to the customers’ central values and beliefs?

  1. Jean-Noel Kapferer
  2. Scot M. Davis
  3. Philip Kotler
  4. Geoffrey Randall

7. What approach should a brand manager adopt to know the status of a brand stands in terms of consumer perceptions?

  1. Compare two or three brands                B. Analyze the market segmentations
  2. Select the potential target markets C. Understanding customer’s needs

8. 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:

  1. Customer service                             
  2. Consistent performance
  3. Price value relationship
  4. Accessibility

9. A sound mission and value statement must have all the attributes EXCEPT:

  1. Memorable
  2. Pragmatic
  3. Lengthy
  4. Inspiring

10. Brand picture is based on which one of the following?

  1. Brand value
  2. Brand mission
  3. Brand vision
  4. Brand image


1. The unique selling proposition (USP) was started in:

  1. Advertising era
  2. Image era
  3. Product era
  4. The positioning era

2. An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?

  1. Line extension
  2. Multibrand
  3. Brand extension
  4. Rebranding

3. Which of the following is one of the marketer’s major positioning tools, which has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction.

  1. Social marketing
  2. Product quality
  3. Specialty marketing
  4. Position marketing

4. Opportunities for growth and expansion are identified by finding:

  1. Customers’ beliefs about the segment
  2. Customers believe about our competitors
  3. Customer’s perceptions about the brand
  4. Customer’s response about the products

5. According to Scot Davis, how many years are required to change the brand positioning?

  1. Two to five years
  2. Three to six years
  3. Two to six years
  4. Three to five years

6. Which of the following is basically getting into different versions of the same base product on the same market?

  1. Product extension
  2. Brand diversification
  3. Market extension
  4. Line extension

7. Which of the following is a “concise statement that summarizes brand’s commitment or promise to target consumers and actively communicates the advantage over competing brands”?

  1. Vision statement                   B. Mission statement
  2. Positioning statement       D.Value statement

8. Whichever positioning you may like to choose, it has to stem from which one of the following point of view so that they can own it?

  1. Customers
  2. Competitors
  3. General Managers
  4. Brand owners

9. Which one of the following is NOT considered as competitive differentiation?

  1. Product
  2. Sales
  3. Service           D. Image

10. Marketers need to position their brands clearly in target customers’ minds. The strongest brands go beyond attributes or benefit positioning. They are positioned on the basis of which of the following?

  1. Desirable benefit
  2. Good packaging
  3. Strong beliefs and values

     D. Service inseparability




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