Marketing Management

511. According to Young and Rubicam's brand asset valuator, a brand's ______________ measures how well the brand is regarded and respected.

  1. differentiation
  2. energy
  3. relevance
  4. esteem
  5. knowledge
Correct answer: (D)
esteem

512. When a consumer expresses thoughts, feelings, images, experiences, beliefs, and so on that become associated with the brand, the consumer is expressing brand ______________.

  1. loyalty
  2. behavior
  3. preference
  4. knowledge
  5. equity
Correct answer: (D)
knowledge

513. At the second level of customer value hierarchy, marketers need to turn core benefit into:

  1. Expected product
  2. Augmented product
  3. Basic product
  4. None of the above
Correct answer: (C)
Basic product

514. Services cannot be stored and are to be consumed immediately when produced. This is termed as:

  1. Intangibility
  2. Inseparability
  3. Heterogeneity
  4. Perishability
Correct answer: (D)
Perishability

515. ______________ is a major driver of new product performance at business unit level which signifies that there should be clearly defined business goals with specific areas of thrust for the new product.

  1. A clear new product strategy
  2. High quality project teams
  3. Adequate resources for new products
  4. High quality new product process
Correct answer: (A)
A clear new product strategy

516. X is focusing on ______________ differentiation while Y is focusing on ______________ differentiation.

  1. Product, service
  2. Service, service
  3. Service, product
  4. Product, product
Correct answer: (C)
Service, product

517. When a new product can be easily duplicated, ______________ is a better alternative for introducing the new product and when the product is very distinct from competitive offerings, ______________ is the better alternative.

  1. Penetration, Skimming
  2. Skimming, Skimming
  3. Penetration, Penetration
  4. Skimming, Penetration
Correct answer: (A)
Penetration, Skimming

518. Major brand marketers often spend huge amounts on advertising to create brand ______________ and to build preference and loyalty.

  1. Extension
  2. Awareness
  3. Packaging
  4. Preference
Correct answer: (B)
Awareness

519. According to the Brand Asset Valuator model, brand strength consists of:

  1. Esteem, knowledge
  2. Esteem, relevance
  3. Differentiation, Knowledge
  4. Differentiation, Relevance
Correct answer: (D)
Differentiation, Relevance

520. If Amul IceCream decides to introduce an apricot flavored Ice cream, it will be an example of:

  1. Brand extension
  2. Co-branding
  3. Line extension
  4. Ingredient branding
Correct answer: (C)
Line extension
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