Marketing Management

561. This product characteristic explains why carpet or vacuum cleaners are not needed in countries where people like to sweep and mop the floor daily.

  1. Relative advantage
  2. Compatibility
  3. Observability
  4. Complexity
Correct answer: (B)
Compatibility

562. While determining the types of need that can be satisfied by a new product, considerations of price sensitivity, distribution needs and service needs relate to:

  1. Types of need
  2. Timing of need
  3. Controllable market elements
  4. Trial risks
Correct answer: (C)
Controllable market elements

563. Which step of the strategic brand management process is concerned with brand audits, brand tracking and brand equity management system?

  1. Identify and establish brand positioning
  2. Measure and integrate brand performance
  3. Marketing programs for Branding plan and execution
  4. None of these
Correct answer: (B)
Measure and integrate brand performance

564. Which of the following is not true regarding the role of a brand?

  1. Reduces buyers search cost
  2. Reduces buyers perceived risk regarding quality and consistency
  3. Enhances repeat purchase for the seller
  4. Reduces price premium that is charged for the product
Correct answer: (D)
Reduces price premium that is charged for the product

565. Which of the following is not true regarding target return pricing?

  1. It requires reliable estimate of number of units sold
  2. Profit remains unaffected if actual sale number differs from that of estimated sales
  3. Total capital invested in production is required to use this method
  4. This method is not suitable for totally new products
Correct answer: (B)
Profit remains unaffected if actual sale number differs from that of estimated sales

566. ______________ is an extreme form of selective distribution in which only one wholesaler, retailer or distributor is used in a specific geographical area.

  1. Selective distribution
  2. Exclusive distribution
  3. Intensive distribution
  4. Digital distribution
Correct answer: (B)
Exclusive distribution

567. The first step in developing effective marketing communication is:

  1. Identifying target audience
  2. Set objectives
  3. Design communication
  4. Select channels
Correct answer: (A)
Identifying target audience

568. Restaurant chains generally try to ensure that the taste of food remains same across the restaurants. This is an example of the restaurants trying to control:

  1. Perishability
  2. Inseparability
  3. Variability
  4. Intangibility
Correct answer: (C)
Variability

569. The component of service quality which requires employees engaged in service delivery to be prompt and helpful in their work is:

  1. Tangibles
  2. Empathy
  3. Responsiveness
  4. Assurance
Correct answer: (C)
Responsiveness

570. The branding strategy made famous by Intel wherein it focused on creating a brand of a particular component in a computer is also termed as:

  1. Ingredient branding
  2. Co-branding
  3. Sub-branding
  4. None of these
Correct answer: (A)
Ingredient branding
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