Brand Management

231. This type of growth refers to concentrating activities on markets and/or products that are familiar:

  1. Diversification
  2. Condensive
  3. Integrative
  4. Intensive

Correct answer: (D)
Intensive

232. Vehicles dealing with particular areas of interest, such as sports, hobbies or finance, are the ones most likely to have lifestyle and product - usage data in addition to_________ profiles.

  1. media
  2. demographic
  3. audience
  4. brand

Correct answer: (B)
demographic

233. 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
  2. Analyze the market segmentations
  3. Select the potential target markets
  4. Understanding customer's needs

Correct answer: (B)
Analyze the market segmentations

234. What is the last stage of the consumer decision process?

  1. problem recognition
  2. post purchase behavior
  3. alternative evaluation
  4. purchase

Correct answer: (B)
post purchase behavior

235. When a company distributes its products through a channel structure that includes one or more resellers, this is known as _________

  1. indirect marketing
  2. direct marketing
  3. multilevel marketing
  4. integrated marketing

Correct answer: (A)
indirect marketing

236. When a company distributes its products through a channel structure that includes one or moreresellers, this is known as _________

  1. Indirect marketing
  2. direct marketing
  3. multi-level marketing
  4. integrated marketing

Correct answer: (A)
Indirect marketing

237. When companies combine existing brand with new brands, brands are called

  1. parent brand
  2. product extension
  3. brand extension
  4. sub-brand

Correct answer: (D)
sub-brand

238. When consumersare seeking low-involvement products, they are unlikely to engage in extensive search, so _________ is important.

  1. Order processing
  2. Order booking
  3. Ready availability
  4. Information about warranty

Correct answer: (C)
Ready availability

239. When the same brand name holds several products in different markets, it is known as the

  1. Umbrella brand
  2. Source brand
  3. Multi-brand
  4. Range brand

Correct answer: (A)
Umbrella brand

240. When we keep the same brand name of new offerings so that customers may develop an immediate familiarity, the resultant phenomenon is known as:

  1. Leveraging
  2. Extension
  3. Diversification
  4. Stretching

Correct answer: (A)
Leveraging

Page 24 of 26