Marketing MCQs with Answers – Practice Online – Page 58

Question 1141 Consumer Markets and Buyer Behavior

Which type of demand stays largely unchanged when prices move in the short term?

Correct answer C. Inelastic demand

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Question 1142 Creating Brand Equity

In the BrandAsset Valuator, the measure of how well a brand is regarded and respected, including perceptions of loyalty, is called what?

Correct answer D. Esteem

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Question 1143 Creating Brand Equity

Relatively high-priced brands offered by a company are classified as what?

Correct answer C. High end prestige

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Question 1144 Creating Brand Equity

A product or service with dimensions that differentiate it from competitors designed to satisfy the same need is classified as what?

Correct answer A. Brand

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Question 1145 Creating Brand Equity

Giving products and services the power of a brand, such as a specific name or logo, is called what?

Correct answer B. Branding

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Question 1146 Creating Brand Equity

Which level of the brand pyramid describes how well a product or service meets customers’ functional needs?

Correct answer C. Brand performance

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Question 1147 Creating Brand Equity

In the brand value chain, the marketing programme’s ability to affect customer mind-set is determined by which multiplier?

Correct answer C. Program multiplier

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Question 1148 Creating Brand Equity

Estimating the total financial value of a brand is classified as what?

Correct answer B. Brand valuation

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Question 1149 Creating Brand Equity

Specific brand lines supplied only to particular retailers or distribution channels are called what?

Correct answer A. Branded variants

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Question 1150 Creating Brand Equity

Which factor is included in the programme multiplier?

Correct answer C. Distinctiveness

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Question 1151 Creating Brand Equity

The added value given to products and services by a brand is called what?

Correct answer B. Brand equity

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Question 1152 Creating Brand Equity

A specialised community of consumers and employees whose identity and activities focus around a brand is called what?

Correct answer C. Brand community

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Question 1153 Creating Brand Equity

A structured approach to assessing the sources and outcomes of brand equity and how marketing creates brand value is called what?

Correct answer A. Brand value chain

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Question 1154 Creating Brand Equity

Using a collection of individual or separate family brand names is referred to as which strategy?

Correct answer C. House of brands

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Question 1155 Creating Brand Equity

Which factor is included in the market multiplier?

Correct answer B. Market dynamics

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Question 1156 Creating Brand Equity

In BrandDynamics, active familiarity with a brand based on past trial, saliency or knowledge of its promise is called what?

Correct answer C. Presence

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Question 1157 Creating Brand Equity

What is the goal of customer relationship management?

Correct answer A. High customer equity

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Question 1158 Creating Brand Equity

Measuring a brand’s current position against previous years is considered part of what?

Correct answer A. Brand audits

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Question 1159 Creating Brand Equity

Which of the following is NOT a brand-building criterion for choosing brand elements?

Correct answer B. Adaptable

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Question 1160 Creating Brand Equity

Which dimension of customer lifetime value is influenced by the retention rate and retention spending level?

Correct answer D. Retention

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