Question-1
In the purchasing decision process, the major role of __________ is in selecting vendors and negotiating.
A. gatekeepers
B. buyers
C. initiators
D. approvers
Question-2
The __________ says people have a general tendency to attribute success to themselves and failure to external causes.
A. availability heuristic
B. trait-role theory
C. awareness set
D. hedonic bias
Question-3
With respect to consumer decision making, the __________ is the set of strong contenders from which one will be chosen as a supplier of a good or service.
A. total set
B. awareness set
C. consideration set
D. choice set
Question-4
Many business buyers prefer to buy a total solution to a problem from one seller. This process is also known as:
A. channel consolidation.
B. systems buying.
C. vertical buying.
D. horizontal buying.
Question-5
In a __________ purchasing situation, the buyer wants to make some change to existing product specifications, prices, delivery requirements, or other terms.
A. new rebuy
B. regular buy
C. straight rebuy
D. modified rebuy
Question-6
With respect to e-procurement, which of the two types of e-hubs are websites organized around?
A. Vertical and horizontal hubs
B. Vertical and functional hubs
C. Functional hubs and organizational hubs
D. Supplier and user hubs
Question-7
__________ portrays the "whole person" interacting with his or her environment.
A. Attitude
B. Personality
C. Lifestyle
D. Self-concept
Question-8
Brands that meet consumers' initial buying criteria are called the:
A. total set.
B. awareness set.
C. consideration set.
D. choice set.
Question-9
In reordering office supplies, the only stages that the buyer passes through are the product specification stage and the __________ stage.
A. problem recognition
B. general need description
C. order-routine specification
D. performance review
Question-10
A(n) __________ group is one whose values or behavior an individual rejects.
A. aspirational
B. disassociative
C. membership
D. primary
Question-11
A __________ is a person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the company's cost stream of attracting, selling, and servicing that customer.
A. prospector
B. profitable customer
C. market challenger
D. market nicher
Question-12
Ultimately, the amount of steel sold to General Motors depends on the consumers' demand for GM cars and trucks. From the standpoint of the steel manufacturer, which of the following demand forms is most pertinent?
A. Derived demand
B. Inelastic demand
C. Geographic demand
D. Relational demand
Question-13
Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called:
A. market partitioning.
B. brand association.
C. market valuation.
D. market estimation.
Question-14
A __________ establishes a long-term relationship in which the supplier promises to resupply the buyer as needed, at agreed-upon prices, over a specified period of time.
A. stockless purchase plan
B. direct stock purchase plan
C. defined contribution plan
D. stock purchase plan
Question-15
__________ teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.
A. Demand theory
B. Learning theory
C. Economic theory
D. Psychological theory
Question-16
The 80-20 rule reflects the idea that:
A. 20% of the company's profits are generated by the top 80% of customers.
B. the top 20% of customers are highly satisfied and 80% of customers will recommend the company to a friend.
C. 20% of customers are unprofitable, and 80% make up a company's profits.
D. the top 20% of customers often generate 80% of the company's profits.
Question-17
The __________ approach to consumer research asks customers to attach a monetary value to alternative levels of a given attribute. The value of a given configuration is determined by adding the average values of each of the given attributes.
A. benchmarking
B. compositional
C. importance rating
D. focus-group
Question-18
The relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior, constitute:
A. a culture.
B. a subculture.
C. a social class.
D. a family.
Question-19
__________ is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering.
A. Total customer cost
B. Total customer benefit
C. Total benefits of ownership
D. Value proposition
Question-20
A company's __________ includes all the experiences the customer will have on the way to obtaining and using the offering.
A. value proposition
B. value delivery system
C. customer-value analysis
D. total customer benefit
Question-21
A supplier creates better information systems, and introduces bar coding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its:
A. innovativeness.
B. reliability.
C. insensitivity.
D. resilience.
Question-22
__________ are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service class.
A. Category points-of-difference
B. Conceptual points-of-parity
C. Competitive points-of-parity
D. Category points-of-parity
Question-23
The first step in the strategic brand management process is:
A. measuring consumer brand loyalty.
B. identifying and establishing brand positioning.
C. planning and implementing brand marketing.
D. measuring and interpreting brand performance.
Question-24
__________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.
A. Consumer profitability analysis
B. Competitor indexing
C. The service blueprint
D. The competitive frame of reference
Question-25
If a consumer, trying to decide between alternatives, believes that a particular brand delivers acceptable product performance and can be short-listed, she is in the __________ level of the brand dynamics pyramid.
A. presence
B. relevance
C. performance
D. advantage
Question-26
Which of the following value creation processes means translating milestones into symbols and artifacts?
A. Staking
B. Evangelizing
C. Milestoning
D. Badging
Question-27
With respect to the "six brand building blocks," __________ signifies how well the product or service meets customers' functional needs.
A. brand judgment
B. brand imagery
C. brand salience
D. brand performance
Question-28
__________ is a company's ability to perform in one or more ways that competitors cannot or will not match.
A. Brand positioning
B. Market research
C. Competitive advantage
D. Competitor analysis
Question-29
A __________ can be defined as any information-bearing experience a customer or prospect has with the brand, the product category, or the market that relates to the marketer's product or service.
A. brand value
B. brand personality
C. brand trait
D. brand contact
Question-30
__________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.
A. Points-of-parity
B. Points-of-difference
C. Points-of-inflection
D. Points-of-presence
Question-31
__________ refers to the products or sets of products with which a brand competes and which function as close substitutes.
A. Consumer profitability analysis
B. Competitive frame of reference
C. Category membership
D. Value membership
Question-32
Which of the following criteria relates to consumers seeing the brand association as personally relevant to them?
A. Deliverability
B. Authenticity
C. Desirability
D. Differentiability
Question-33
Which of the following statements about the branding guidelines for a small business is true?
A. A small business must creatively conduct low-cost marketing research.
B. A small business must avoid leveraging secondary brand associations.
C. A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image.
D. A small business must disintegrate the brand elements to maximize the contribution of each of the three main sets of brand equity drivers.
Question-34
_________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of
the brand positioning and ensure that the company's own employees understand what the brand represents.
A. Brand mantras
B. Brand symbols
C. Brand logos
D. Brand alliances
Question-35
Competitive superiority and channel support are factors that influence the __________ of the brand value chain.
A. program multiplier
B. customer multiplier
C. brand multiplier
D. profit multiplier
Question-36
Which of the following types of differentiation refers to companies effectively designing their distribution medium's coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?
A. Service differentiation
B. Channel differentiation
C. Image differentiation
D. Product differentiation
Question-37
__________ is the job of estimating the total financial worth of the brand.
A. Brand tracking
B. Brand auditing
C. Brand equity
D. Brand valuation
Question-38
Branding is:
A. all about creating unanimity between products.
B. the process of performing market research and selling products or services to customers.
C. endowing products and services with the power of a brand.
D. the process of comparing competing brands available in the market.
Question-39
Suppliers who are dependable in their on-time delivery, order completeness, and order-cycle time are most likely to be differentiated based on:
A. resilience.
B. innovativeness.
C. insensitivity.
D. reliability.
Question-40
One common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are:
A. negatively correlated.
B. always correlated.
C. directly proportional.
D. never correlated.
