Brand Management

221. The power based on a channel member's superior knowledge and information about his products is called:

  1. Expert power
  2. Legitimate power
  3. Coercion
  4. Retailer power

Correct answer: (A)
Expert power

222. The print medium continues to rely heavily on CPM to determine scheduling. What is CPM?

  1. A percentage of impressions that results in a click
  2. A percentage of households tuned to TV
  3. The relative average cost to reach one thousand people
  4. A payment received for each action

Correct answer: (C)
The relative average cost to reach one thousand people

223. The process of establishing and maintaining a distinctive place in the market for anorganization or its specific product offers is known as _________

  1. Profiling
  2. Profiling Segmentation
  3. Segmentation
  4. Positioning

Correct answer: (D)
Positioning

224. The solution to price competition is to develop a differentiated:

  1. product, price, and promotion.
  2. offer, delivery, and image.
  3. package and label.
  4. international Web site.

Correct answer: (B)
offer, delivery, and image.

225. The strategic brand management process starts with understanding what the brand represents and how it is _________ with respect to its competitors.

  1. Positioned
  2. Targeted
  3. Segmented
  4. Promoted

Correct answer: (A)
Positioned

226. The task of any business is to deliver _________ at a profit.

  1. customer needs
  2. customer value
  3. products and services
  4. improved quality

Correct answer: (B)
customer value

227. The traditional view of marketing is that the firm makes something and then _________ it.markets

  1. sells
  2. distributes
  3. prices
  4. services

Correct answer: (A)
sells

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

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

Correct answer: (C)
Product era

229. 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 _________.

  1. Loyal customer
  2. Difficult customer
  3. Potential customer
  4. Finicky customer

Correct answer: (A)
Loyal customer

230. This is something that at some time in the future may destabilize and/or reduce the potential performance of the organization:

  1. Threat
  2. Strength
  3. Weakness
  4. Opportunities

Correct answer: (A)
Threat

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