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MKT624 All Current Final Term Papers Fall 2012 (20 February to 03 March 2013) at one Place

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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:
A. Explicit promise
B. Implicit promise
C. Positive promise
D. Negative promise
2. All of the following statements would be considered to be TRUE regarding company vision statements EXCEPT:
A. Vision statements are never presented with an organization's mission statement
B. Vision statements are often combined with the mission statement
C. Vision statements are often designed to be memorable, one-line statements
D. 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?
A. Demographics
B. Psychographics
C. Behavioral
D. Geographic
4. Building the brand vision is very serious matter and cannot be decided by just one manager because of the issue of:
A. Marketing B. Finance
B. Production D. Promotion
5. Which of the following is considered the first step of the strategic brand management process?
A. Building brand mission
B. Building brand vision
C. Building brand objectives
D. Building brand picture
6. Which of the following author states that benefits are weak unless they relate to the customers’ central values and beliefs?
A. Jean-Noel Kapferer
B. Scot M. Davis
C. Philip Kotler
D. Geoffrey Randall
7. What approach should a brand manager adopt to know the status of a brand stands in terms of consumer perceptions?
A. Compare two or three brands B. Analyze the market segmentations
B. 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:
A. Customer service
B. Consistent performance
C. Price value relationship
D. Accessibility
9. A sound mission and value statement must have all the attributes EXCEPT:
A. Memorable
B. Pragmatic
C. Lengthy
D. Inspiring
10. Brand picture is based on which one of the following?
A. Brand value
B. Brand mission
C. Brand vision
D. Brand image

1. The unique selling proposition (USP) was started in:
A. Advertising era
B. Image era
C. Product era
D. 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?
A. Line extension
B. Multibrand
C. Brand extension
D. 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.
A. Social marketing
B. Product quality
C. Specialty marketing
D. Position marketing

4. Opportunities for growth and expansion are identified by finding:
A. Customers’ beliefs about the segment
B. Customers believe about our competitors
C. Customer’s perceptions about the brand
D. Customer’s response about the products

5. According to Scot
Davis, how many years are required to change the brand positioning?
A. Two to five years
B. Three to six years
C. Two to six years
D. Three to five years
6. Which of the following is basically getting into different versions of the same base product on the same market?
A. Product extension
B. Brand diversification
C. Market extension
D. 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”?
A. Vision statement
B. Mission statement
C.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?
A. Customers
B. Competitors
C. General Managers
D. Brand owners
9. Which one of the following is NOT considered as competitive differentiation?
A. Product
B. Sales
C. 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?
A. Desirable benefit
B. Good packaging
C. Strong beliefs and values
D. Service inseparability

Question # 1 of 20 ( Start time: 07:29:26 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?
Acquisition
Organic growth
Rapid growth
Licensing


Question # 2 of 20 ( Start time:
07:30:59 PM ) Total Marks: 1
Which of the following is the characteristic of personality of a brand?
Logo
Packaging
Color
Durability








Question # 3 of 20 ( Start time:
07:32:57 PM ) Total Marks: 1
A strong brand refers to which one of the following?
Offers greater potential to charge a premium price
Helps to recover development and launch costs
Provides large base of loyal customers
All of the given options



Question # 4 of 20 ( Start time: 07:34:08 PM ) Total Marks: 1
A fashion clothing company getting into perfumes refers to the example of:
Perceived difficulty of manufacture
Know-how transferability
Complementarity
Awareness and reputation of the parent




Question # 5 of 20 ( Start time: 07:35:40 PM ) Total Marks: 1
Which of the following brand strategy which gives you the benefit of premium pricing?
Umbrella brand strategy
Line brand strategy
Product brand strategy
Family brand strategy



Question # 7 of 20 ( Start time: 07:38:50 PM ) Total Marks: 1
Which of the following is a set of promises that the brand makes to customers?
Brand contract
Brand association
Brand persona
Brand equity



Question # 8 of 20 ( Start time:
07:39:57 PM ) Total Marks: 1
When brand management becomes the heart of marketing then which one becomes the heart of brand management.
Owner’s equity
Brand equity
Brand assets
Brand value


Question # 10 of 20 ( Start time:
07:41:55 PM ) Total Marks: 1
To be successful, the company must have all its __________ at work to deliver superior value.
Resources
Brands
Employees
Communication



Question # 11 of 20 ( Start time: 07:43:10 PM ) Total Marks: 1
Which of the following is created by management for the consumer and for the company through good brands:
Value
Price
Cost
Rate



Question # 12 of 20 ( Start time: 07:44:06 PM ) Total Marks: 1
When two brands join hands to create one brand by using the strong expressions of both, this is known as:
Bundling
Branding
Brand management
Brand equity






Question # 13 of 20 ( Start time: 07:45:13 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:
Finance
Marketing
Production
Promotion



Question # 14 of 20 ( Start time: 07:46:17 PM ) Total Marks: 1
CRE stands for what?
Customer response effect
Customer relationship effect
Customer responsibility effect
Customer resource effect



Question # 15 of 20 ( Start time:
07:47:38 PM ) Total Marks: 1
“Intel inside” is a classic example of which one of the following?
Bundling
Ingredient co-branding
Joint venture
Effective packaging


Question # 16 of 20 ( Start time: 07:48:49 PM ) Total Marks: 1
The prices of luxury product fall under:
Plus-one pricing
Skim pricing
Strategic account pricing
Segment pricing


Question # 20 of 20 ( Start time: 09:04:11 PM ) Total Marks: 1
Introducing additional items in the same product category by adding new flavors, forms, colors, ingredients or package sizes, under the same brand name, is known as:
Line extensions
Product mix
Interactive marketing

Service intangibility

Question # 1 of 20 ( Start time: 07:29:26 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?
Acquisition
Organic growth
Rapid growth
Licensing


Question # 2 of 20 ( Start time:
07:30:59 PM ) Total Marks: 1
Which of the following is the characteristic of personality of a brand?
Logo
Packaging
Color
Durability



Question # 3 of 20 ( Start time:
07:32:57 PM ) Total Marks: 1
A strong brand refers to which one of the following?
Offers greater potential to charge a premium price
Helps to recover development and launch costs
Provides large base of loyal customers
All of the given options



Question # 4 of 20 ( Start time: 07:34:08 PM ) Total Marks: 1
A fashion clothing company getting into perfumes refers to the example of:
Perceived difficulty of manufacture
Know-how transferability
Complementarity
Awareness and reputation of the parent



Question # 5 of 20 ( Start time: 07:35:40 PM ) Total Marks: 1
Which of the following brand strategy which gives you the benefit of premium pricing?
Umbrella brand strategy
Line brand strategy
Product brand strategy
Family brand strategy


Question # 7 of 20 ( Start time: 07:38:50 PM ) Total Marks: 1
Which of the following is a set of promises that the brand makes to customers?
Brand contract
Brand association
Brand persona
Brand equity



Question # 8 of 20 ( Start time:
07:39:57 PM ) Total Marks: 1
When brand management becomes the heart of marketing then which one becomes the heart of brand
management.
Owner’s equity
Brand equity
Brand assets
Brand value



Question # 10 of 20 ( Start time:
07:41:55 PM ) Total Marks: 1
To be successful, the company must have all its __________ at work to deliver superior value.
Resources
Brands
Employees
Communication







Question # 11 of 20 ( Start time: 07:43:10 PM ) Total Marks: 1
Which of the following is created by management for the consumer and for the company through good
brands:
Value[/color=green]
Price
Cost

Question # 12 of 20 ( Start time: 07:44:06 PM ) Total Marks: 1
When two brands join hands to create one brand by using the strong expressions of both, this is known as:
[color=green]Bundling
Branding
Brand management
Brand equity


Question # 13 of 20 ( Start time: 07:45:13 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:
Finance
Marketing
Production
Promotion


Question # 14 of 20 ( Start time: 07:46:17 PM ) Total Marks: 1
CRE stands for what?
Customer response effect
Customer relationship effect
Customer responsibility effect
Customer resource effect



Question # 15 of 20 ( Start time:
07:47:38 PM ) Total Marks: 1
“Intel inside” is a classic example of which one of the following?
Bundling
Ingredient co-branding
Joint venture
Effective packaging



Question # 16 of 20 ( Start time: 07:48:49 PM ) Total Marks: 1
The prices of luxury product fall under:
Plus-one pricing
Skim pricing
Strategic account pricing
Segment pricing


Question # 20 of 20 ( Start time: 09:04:11 PM ) Total Marks: 1
Introducing additional items in the same product category by adding new flavors, forms, colors, ingredients or
package sizes, under the same brand name, is known as:
Line extensions
Product mix
Interactive marketing
Service intangibility

1. At the center of a brand’s characteristics is the following:
a. Identity
b. Image
c. Value
d. None of the given options



2. Brand management came into being for which of the following
reasons:
a. Companies wanted to achieve scale economies.
b. It supplemented financial management practices
c. It suited production and operations personnel
d. Companies wanted to differentiate their products and highlight
distinctions in a competitive environment.



3. Brands like to stay contemporary because of:
a. Others do it
b. Staying attractive
c. Upholding the contract
d. None of the given options


4. Features and attributes of brands translate into benefits and
_____________ are also fulfilled along with these benefits.
a. Customer values
b. Brand values c. Organizational goals
d. Brand associations



5. A good brand contract:
a. Keeps customer perspective in view
b. Delivers promises made with customers
c. Unearths negative promises
d. All of the given options



6. Continuously renewing the difference makes your product
.____________
a. Look superior
b. Highly unacceptable
c. Not conforming with market standards of evolving changes
d. Conforming to the changing behavior and beliefs of customers



7. A brand-based model reveals the following:
a. Why customers buy the brands they buy?
b. What are the underlying motives for their purchasing brands of their
preference?
c. Why companies keep their brands contemporary?
d. All of the given options








8. The most important factor in brand management is to ensure that
your ___________ must be matching with consumers’ perceptions.
a. Brand pinnacle
b. Brand’s persona
c. Brand associations d. Brand value



9. While developing the brand picture, first of all, you envision:
a. Attributes
b. Obsessions
c. Benefits
d. All of the given options



10. To have value, a brand must offer which one of the following?
a. A simple product range with a defined set of features
b. A complex product range with a defined set of features
c. Consistency, a reduced level of perceived risk for the buyer,
and a range of functional and emotional attributes which are of value to
buyers
d. An identity through which the customer can trace the party
responsible for supplying the product


1. The elasticity of sales to sales promotion is __________ that of
advertising.
a. Less than
b. Equal to
c. Greater than
d. Inversely proportional to


2. A mix of different communication tools has a better chance of achieving:
a. Objectives
b. Synergy
c. Efficiency
d. Effectiveness


3. If two different brands are distributed by one company, it is considered
under:
a. Wholesale
b. Co-branding
c. Joint venture
d. Merger



4. A company’s own retail outlets are meant:
a. To avoid the threat of distributors’ power
b. To own and batter control the distribution channel
c. Distribution, itself, is a good business
d. All of the given options


5. For communication to be effective it should be:
a. Repetitive
b. Reinforcing
c. Both of the given options
d. None of the given options



6. The power based on a channel member’s superior knowledge and
information about his products is called:
a. Expert power
b. Legitimate power
c. Coercion
d. Retailer power





7. A good channel system must automatically offer _____ to the customers.
a. Transaction services
b. After-sales services
c. Both of the given options d. None of the given options





8. Advertising _____ is capable to attract consumers only if it is based on
their needs.
a. Reach
b. Copy
c. Frequency
d. Media



9. Marketing communication is done to achieve the objective of:
a. Building awareness
b. Stimulate action
c. Both of the given options
d. None of the given options



10. Mostly, the major source of power throughout the distribution channel
is:
a. The company
b. The brand
c. The distributor
d. The customer



1. A great effort in terms of time and money is required for __________;
and despite the effort, results are not guaranteed.
a. Growth
b. Profitability
c. Branding d. Promotion




2. Brands are born out of the following strategies:
a. Segmentation and differentiation strategies
b. Promotion strategies
c. Good purchasing and supply chain strategies
d. All of the given options



3. Brand identity is followed by _________, which is a reflection of what
marketers planed to send to the public.
a. Brand value
b. Brand image
c. Advertising
d. Brand personality




4. Right branding increases __________ of the product, which should be
more than that of the generic product.
a. Consumer revolt
b. Market share
c. Profit
d. Value







5. _________ are incurred by brands because of failures and
questionable business practices that may increase costs and
liabilities.
a. Brand assets
b. Brand liabilities
c. Brand equities
d. Market failures





6. Introduction of more brands and extensions leads to __ with no new benefits
to consumers.
a. Higher cost
b. Greater revenue
c. Brand proliferation
d. Increased competition



7. While defining the industry during the analysis, brand managers must
consider:
a. The range of products and services offered by the industry
b. A picture of the geographic scope of the industry
c. Both of the given options
d. None of the given options




8. The difference between company’s present financial position and the
financial objectives is known as:
a. Contribution gap
b. Contribution margin
c. Financial objectives’ failure
d. Low demand in market



9. A ___________ has to answer the questions like what would be the
short of market if our brand is not there.
a. Brand image
b. Brand picture
c. Brand manager
d. Brand association

10. Brand assets include:a. The name of the brand
b. Reputation, relevance, and loyalty
c. Less quality complaints
d. All of the given options





1. A change in positioning may cause _______________ in price.
a. An upward change
b. A downward change
c. Both of the given options
d. None of the given options




2. ______________ occurs by maintaining the brand contract while
undergoing innovations and modifications to stay current.
a. Sustainability
b. Fit
c. Uniqueness
d. Credibility





3. When we keep the same brand name of new offerings so that customers
may develop an immediate familiarity, the resultant phenomenon is
known as
a. Leveraging
b. Extension
c. Diversification
d. Stretching



4. Introduction of another strength of a medicine by a pharmaceutical
company is an example of:
a. Brand extension
b. Line extension
c. Brand diversification d. All of the given options




5. Brands are diversified because:
a. It is essential for brand survival
b. Some brands have such a high awareness that those are perceived
by customers to be in categories where they are not present.
c. Cost-cutting is possible by advertising products with the same brand
name
d. All of the given options




6. The __________ relates to extra benefits that a brand offers to its
customers.
a. Entire positioning
b. Point of difference
c. Definition of business
d. Innovation




7. Benefits of having different brands include all of the following except:
a. Quickly respond to retailers’ need
b. Effectively compete in market
c. Save the actual brand image
d. Fill all the gaps in market




8. When the same brand name holds several products in different markets,
it is known as the
a. Umbrella brand
b. Source brand
c. Multi-brand
d. Range brand




9. Factors affecting the choice of distribution channel include:
a. Customer value
b. Sales revenues c. Both of the given options
d. None of the given options



10. ___________ provides a good quality of service because of a direct
interface with the customers, but it is expensive.
a. Direct sales
b. Telemarketing
c. E-marketing
d. All of the given options






1. In a specific strategic market plan, a profit centre that is self-supporting
in terms of sales, markets, production, and other resources is known
a. Profit unit.
b. Strategic business unit
c. Marketing unit
d. Small business unit




2. Clarity about dimensions of brands means the clarity in:
a. The functions of brand
b. The aspects of differentiation
c. Both of the given options
d. None of the given options



3. The drivers of change include all of the following except:
a. Downfall in industry
b. Consumer behavior
c. Market analysis
d. An investment by a foreign firm in local market



4. Shan Foods is involved in selecting and analyzing a target market and
developing a marketing mix to gain long-run competitive advantages.
Based on this example, Shan Foods is creating a: a. Corporate strategy
b. Target design
c. Mix strategy
d. Marketing strategy



5. Which of the following is not a reason of “selling a service is difficult”?
a. Competitors can copy services very easily
b. It is hard to summarize and communicate services
c. Standardization among services is difficult
d. Customer can never be satisfied with a service




6. Often, the direct consumers of a nonprofit organization are its:
a. Consumer public
b. Member public
c. Client public
d. Nonbusiness public



7. A __________ organization is customer-centric, and all the decisions it
makes are based on involvement of all in the organization.
a. Brand based
b. Consumer based
c. Marketing
d. Competition based



8. Measuring your brand’s performance means you are:
a. Managing your brand right
b. Measuring your strategies
c. Maintaining your brand position
d. Maintaining your brand picture



9. Critical success factors for a firm include: a. Changing lifestyles and attitudes
b. Low-cost production efficiency
c. Both of the given options
d. None of the given options





10. PIA runs a series of television commercials that show its staff going out
of their way to help customers. An important secondary audience for
these ads is:
a. The civil aviation authority
b. Competitors
c. PIA employees
d. All air travelers


1. Which one of the following form of asset the brand has __________?
a) Tangible assets
b) Intangible assets
c) Current assets
d) Fixed assets




2. The functional risk of brand is related to __________.
a) Price
b) Performance
c) Social image
d) Our self concept




3. With the effort of team of professionals in a company, produce end
product which is related to the ____.
a) Brand creation
b) Idea creation
c) Brand management
d) Marketing management




4. A differentiated product may be unique in the marketplace, but it will
only be successful under which of the following circumstances?
a) If it satisfies customers' needs
b) If the price differential is minimal
c) If the brand can be classed as aspirational
d) Differentiated products will always be successful





5. Choosing a suitable international brand name is an important, but often
difficult, part of the process that creates a strong and distinctive brand.
Which of the following statements about choosing a name for a new soft
drink is UNTRUE?
a) The name should be memorable and easy to pronounce
b) The name must be checked by experts to ensure it doesn't infringe on
another company's brand name
c) The name should have positive associations with the benefits and features
of the product
d) The brand name must be modern and contemporary




6. Which of the following is the indicator of brand strength?
a) Brand reputation
b) Patents and rights
c) Perceived brand values
d) Growth rate







7. There are lot of customers have the knowledge of brand. They are
inclined to be bound into a contract. A customer bound by a contract is
known as __________.
a) Loyal customer
b) Difficult customer
c) Potential customer
d) Finicky customer


8. Which one of the following is the best example of implicit promise?
a) Personal computer
b) Furniture
c) Green tea
d) Crockery



9. “Developing budgets and steering resources into strategy are critical
areas of success,” Correlates which of the following strategy.
a) Crafting strategy
b) Implementing strategy
c) Evaluating strategy
d) Performing strategy



10. The process of establishing and maintaining a distinctive place in the
market for an organization or its specific product offers is known as
.__________
a) Profiling
b) Profiling Segmentation
c) Segmentation
d) Positioning



Q.1 _____is ether the head of marketing department or a major brand and is
responsible for the brand strategy and its implementation, important for
complete
performance of the brand.
a) Chief Branding Officer
b) Chief Executive officer
c) President of company
d) Director of Company



Q.2 __________ shows how consistent customers are in buying your
brand, how long they have been buying and how long they may buy?
a) Customer loyalty
b) Brand loyalty
c) Product loyalty
d) Company loyalty



Q.3 The brand stature construct is equivalent to:
a) Esteem multiplied by knowledge
b) Differentiation multiplied by knowledge
c) Knowledge multiplied by relevance
d) Esteem multiplied by differentiation



Q.4 This pricing model offers opportunity to set different levels of pricing
for different needs is known as __________.
a) Segment pricing
b) Skim pricing
c) Value-in-use pricing
d) Strategic account pricing






Q.5 If a company introducing a new brand under the source brand or
endorsing brand strategy to gain the benefits of brand power, you again
are in a position to charge a __.
a) Premium price
b) Skimming price
c) Market based price
d) Retail price



Q.6 ___ is a mode of direct marketing owes to well structured
communications in the form of catalogs.
a) Telemarketing
b) Sales promotion
c) Advertising
d) Publicity


Q.7 Advertising is part of sales promotion by creating awareness and
comprehension that form a level of __________.
a) Customer pull
b) Customer push
c) Customer loyal
d) Customer image


Q.8 _____ of ad means how many times you should expose your target
customers to your message.
a) Frequency
b) Copy
c) Copy strategy
d) Media

Q.9 What purpose does an advertising copy serves?
a) Provides a degree of continuity in a brand’s advertising
b) Help a brand achieve distinctiveness
c) Provides a common benchmark on which all concerned in the company and
the agency can evaluate the merits of advertising submissions
d) All of the given options



Q.10 The image of brand is the __________ with customer.
a) Actual association
b) Vision
c) Positioning
d) Personality traits



Q.1 A brand based organization provides which of the following benefits?
a) Clarity of role
b) Commitment to brand growth
c) A collective responsibility
d) All of the given options








Q.2 _____ lets you to have your loyal customer’s lifetime worth in terms of
your brand’s purchasing.
a) Lifetime value of a customer
b) Lifetime value of a brand
c) Lifetime value of a company
d) Lifetime value of a market




Q.3 __________ lets you to have a clear picture of the number of customers
or usage of your brand in comparison with competition.
a) Market share
b) Brand share
c) Product share
d) Customer share


Q.4 ___________ works best under the circumstances of high
differentiation that gives you a sustainable advantage in a quality
conscious market.
a) Value-in-use Pricing
: b) Skim Pricing
c) Segment pricing
d) Strategic account pricing

Q.5 Which of the following strategy give the benefit of premium pricing?
a) Umbrella strategy
b) Line brand strategy
c) Product brand strategy
d) Branding strategy


Q.6 Delivery services offered by restaurants and other food chains in our
market on phone calls are examples of:
a) Sales promotion
b) Direct marketing
c) Publicity
d) Personal selling


Q.7 Duration of __________ should be short and should not be repeated
too often.
a) Sales promos
b) Market promos
c) Brand promos
d) Product promos

Q.8 An effective advertising campaign:
a) Revolves around a strong single idea
b) Should appeal to self interest
of customer
c) Must not wander off
d)All of the given options



Q.9 The term “story board” is specifically related to:
a) TV commercial
b) Newspaper Editorial
c) Magazine ad
d) Press release


Q.10 __________ evokes a hierarchical set of customer response effects –
i.e. building awareness, comprehension, intentions, and actions.
a) Distribution
b) Communication
c) Merchandizing
d) Branding








Q.11 To keep your brand into recognition, it is important to __ according to
an effective through plan.
a) Advertise
b) Position
c) Place
d) Market




Q.12 In__________, internal workshop consisting of important aspects of
‘detailed strategic definition’ and ‘objectives of the brand’ is arranged.
a) Brand chartering
b) Brand planning
c) Brand extension
d) Brand equity



Q.13 Apart from the ‘four Ps’ of marketing mix, the three additional
elements of service brands are people, process, and__________.
a) Physical evidence
b) Physiological evidence
c) Psychological evidence
d) Packaging





Q.14 A __________ organization is customer-centric, and all the decisions
it makes are based on involvement of all in the organization.
a) Brand-based
b) Customer-based
c) Product-based
d) None of the given options



Q.15 According to researches, the highest brand loyalty of customers is among:
a) Coffee
b) Shampoo
c) Cigarette
d) Tea

 

 

 

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