Marketing Management                                                                              Name ________________________

Fall Semester

 

Circle the answer that is the best choice to each question, good luck!

 

1.      Why do brands take on human-like characteristics?

a)      Become part of the identity

b)      Reduce risk

c)      They have values, beliefs and other personality characteristics

d)     Simplify decision making

 

2.      Brand equity is reflected in all of the following except?

a)      The way consumers think or perceive the brand

b)      The way consumers feel about the brand compared to its competitors

c)      Prices and market share

d)     Why consumers choose another brand

 

3.      The Brand Asset Valuator is a brand equity model that illustrates the pillars of brand equity, which pillar/s would a strong new brand be represented on?

a)      Energized differentiation

b)      Relevance and esteem

c)      Knowledge and esteem

d)     Energized differentiation and esteem

 

4.      The brand element choice criteria take on either an offensive or defensive role for the brand’s equity, which are the offensive brand equity roles?

a)      Protectable, adaptable and transferable

b)      Memorable, meaningful and likeable

c)      Understandable, honorable and likeable

d)     Memorable, adaptable and transferable

 

5.      True or False – Internal Branding include activities that focus on aspiring consumers about the brand?

 

6.      What product represents the brand as a whole and is usually a best-seller or award winning product?

a)      Flankers

b)      High-end or prestigious brand

c)      Flagship product

d)     Sub-brand

 

7.      True or False - Flankers are positioned to take sales away from competition?

 

8.      True or False - A pure service is tied to a physical product?

 

9.      Which of the following are the 4 distinguishing characteristics that affect the design of marketing programs for a service?

a)      People, place, equipment and symbols

b)      Intangibility, inseparability, variability and perishability 

c)      Sensory, affective, behavioral and intellectual

d)     None of the above

 

10.  Services are inseparable and cannot be manufactured, stored or inventoried.  What service is an example of inseparability?

a)      Financial planner

b)      Mortgage originator

c)      Dentist

d)     All of the above

 

11.  True or False - An example of differential pricing would be happy hour at a bar because they charge less during slow times to bring in more patrons.

 

12.  True of False – The strategic concept in services marketing focuses on internal marketing or making the employees happy.

 

13.  The following are the gaps between managing customers’ expectations that the marketing department of services should be constantly monitoring and try to close by getting the right information, except?

a)      Gap between consumer expectation and management perception

b)      Gap between service-quality specifications and service delivery

c)      Gap between service delivery and external communications

d)     Gap between services inseparability and their consumer’s likability

 

14.  True or False - A marketing channel is a set of interdependent organizations participating in the process of making a product or service available for use or consumption?

 

15.  The following is a digital distribution strategy that uses fewer intermediaries to get the products in the consumer’s hands. 

a)      Integrated marketing channel system

b)      Omnichannel marketing

c)      Value network

d)     None of the above

 

 

16.   ____________ is a system of partnerships and alliances that a firm creates to source, augment, and deliver its offerings.

a)      Demand chain planning

b)      Value network

c)      Omnichannel marketing

d)     Integrated marketing channel system

 

17.  True or False – An example of a zero-level channel manufacturer is Puma, since they sell directly to consumers.

 

18.  When identifying the channel alternatives, this type of distribution strategy allows only some of the intermediaries to carry the product, which gives them more control and less costs.

a)      Intensive distribution

b)      Exclusive distribution

c)      Selective distribution

d)     Offensive distribution

 

19.  True or False – Vertical marketing systems are when two or more companies join forces to exploit a trend or a fad; usually because they cannot afford to bring the product to the market alone.

 

20.  True or False - A corporate VMS is when production and distribution take place under one single ownership; Sherwin Williams is an example of a corporate VMS.

 

 

 

 

 

 

 

 

 

 

AccountingQueen

(3)

Status NEW Posted 10 Aug 2017 07:08 AM My Price 10.00

Hel-----------lo -----------Sir-----------/Ma-----------dam----------- T-----------han-----------k y-----------ou -----------for----------- us-----------ing----------- ou-----------r w-----------ebs-----------ite----------- an-----------d a-----------cqu-----------isi-----------tio-----------n o-----------f m-----------y p-----------ost-----------ed -----------sol-----------uti-----------on.----------- Pl-----------eas-----------e p-----------ing----------- me----------- on----------- ch-----------at -----------I a-----------m o-----------nli-----------ne -----------or -----------inb-----------ox -----------me -----------a m-----------ess-----------age----------- I -----------wil-----------l

Not Rated(0)

• Buy Answer