Test
Management I: Marketing (WS24/25)
Preguntas del test (38)
1Which one is NO example for complementary pricing? (1)
- ANespresso coffee machine and Nespresso capsules
- BHewlett Packard Printer and Hewlett ink cartridges
- CGilette Razors and Gilette blades
- DDyson hair dryer and Dyson straightening iron
2Which is NO typical pricing method? (1)
- AValue Pricing
- BCompetition Based Pricing
- CHold-On Pricing
- DCost Plus Pricing (also known as Mark up pricing)
- EAuction type pricing
3You recently founded an online market place for used books, A few months post launch, an independent magazine named "Book Review" published a press article about you marketplace. What kind of media is it?
- APaid
- BImpact
- CGuerilla
- DOwned
- EEarned
4Which "P" is the only component that brings in revenue and has sizable impact on profitability?
- APlace
- BAll answers are correct
- CProduct/ Brand
- DPrice
- EPromotion
5Which option supports pursuing a penetration strategy?
- AA sufficient number of buyers have high demand
- BHigh price communicates superior product image
- CThe market is highly price sensitive
- Dlow prices do not stimulate market growth
- EDistribution and production costs rise with accumulated production experience
6Your recently founded micro brewery plans its first communication campaign. You want to determine communication objectives, Which of the following would be most relevant at this stage?
- AIncreasing brand love
- BIncreasing brand attitude
- CIncreasing brand awareness
- DIncreasing customer satisfaction
- EIncreasing brand loyalty
7A brand ........ is a specialized group like consumers and employees whose identification and activities focus around the brand
- Asociety
- Bcommunity
- Cfamily
- Dspecies
- Ecluster
8When it comes to intermediaries: when is a push-strategy advisable?
- AIf customers have been planning to buy particular product for a long time
- BIf the choice for a certain brand is made at the retail store
- CNone of these answers are correct
- DIf customers repeatedly reach for the same brands in the store
9A cosmetic company sells luxury pharmacy products like sunscreens through a small number of intermediaries to selected pharmacies only. Which form of distribution is the correct one here?
- ASelective
- BIntensive
- CExclusive
- DUnique
10Regarding results measure, there has been a shift from the old-results approach to the new-results approach. Which of the following is/are NOT based on the new-results approach?
- ACustomer equity
- BCustomer profitability
- CCustomer equity share
- DCustomer insight
11What is NOT correct?
- AClever marketers try to frame the price to signal the best value possible
- BThere is a positive association between price and perceived quality of a product
- CCompanies that want a high price image should avoid that prices end in an odd number
- DThere is a negative association between price and perceived quality of a product
- EAll of the answers
12The selling price of a 4-pack of Mannerschnitten increases from 2.50$ to 3.00$, which accounts for an increase by 20%. As a result of the increased price, demand of the product falls by 4%. Which is the resulting price elasticity of demand?
- A0.5 - Demand is inelastic
- B5.00 - Demand is elastic
- C0.2 - Demand is price inelastic
- D5.00 - Demand is inelastic
- ENone
13Apple distributes their product through own stores, independent stores and online retailers like amazon. This can be defined as ..... ?
- AVertical channel system
- BHybrid Channel System
- CMultichannel System
- DNone of these answers
- EHorizontal System
14Which statement about brand names is true?
- AIndividual brand names can protect the brand equity of higher quality brands
- BFamily brands can also be called umbrella brands
- CBlanked brand names cause high development costs
- DFamily brand cause high development costs
15Which statement about positioning is correct?
- Aa POP (point of parity) of LEGO and Playmobile is that both brands are well established in the toy market
- BPositioning is a concept that enables buyers as well as sellers to gain from being effective and efficient
- CA POD (Point of difference) of VW and Volvo is that VW promises German quality
- DAll answers are correct
- EPositioning supposes that commonalities, as well as differences between brands, are identified
16What is intensive distribution?
- AFirm places product in as many outlets as possible
- BFirm tries to attack distribution channels of completion
- CSeverly limiting the number of intermediaries
- DFirm focuses only on distribution within the product category
17Which is NO competing philosophy under which organizations can choose to conduct their business?
- APrice Ph.
- BSales Ph.
- CMarketing Ph.
- DHolistic Marketing Ph.
18Which statement regarding brand extension is WRONG?
- ABrand extensions might harm the parent brand
- BOne downside of brand extension is the risk of brand dilution
- C"Fit" plays an important role when it comes to the potential success of brand extensions
- DBrand extension can help reduce costs
- EBrand extensions are successful in B2C markets but not in B2B markets
19Which statement is NOT correct?
- ABrand equity leads to higher price sensitivity
- Ba brand positioning statement contains a frame of reference
- CBeing measurable and actionable are important criteria for effective segmentation
- DWinning new customers is more expensive than keeping customers
- EStrong brands simplify decision making
20What tool is most suited for positioning products
- APerceptual maps
- BBrand personality analysis
- CCluster analysis
- DConjoint analysis
- EBlue ocean analysis
21To understand markets, industries and customers a company has to conduct market research. Which of the following can be considered primary data?
- AWebsites
- BFocus groups
- CGovernment stats
- DSales reports
- ENone of those
22When facing the following three major pricing approaches: cost based, break even, competition based. What perspective is missing?
- AValue perception of customers
- BValue perception of competition
- CTax reduction
- DPereception of accounting
- ECosts of manufacturing
23The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ..... ?
- Arange
- Bimpact
- Cfrequency
- Dintensity
- Ereach
24A company based in Switzerland maintains the following distribution network: For sales within EU, the company consults a company that negotiates sales outside Switzerland. In return, the company receives a commission. What type of intermediary is mentioned here?
- AExport-management companies
- BExport Management Merchants
- CNon of the answers are correct
- DDomestic based export merchants
- EDomestic based export agents
25When the modern museum of arts separated its consumers by whether they were culture-oriented or outdoor-oriented for its new exhibit of art that used natural materials, they were using ..... segmentation
- ABehavioral
- BPsychographic
- CDemographic
- DSocial class
- EPersonality
26Which of the following philosophies is/are NO competing philosophy under which organizations can choose to conduct their business
- ASales Philosophy
- BPrice Philosophy
- CHolistic Marketing Philosophy
- DMarketing Philosophy
27Which of the following statements is correct?
- AIts important to position you product before targeting
- BSegmentation and targeting should be done simultaneously
- CSegmentation and targeting form the basis for positioning
- DTargeting a niche segment is always beneficial
- ETargeting should be done before segmentation
28When choosing bran awareness as a communication objective, one can differentiate between .... ?
- ABrand loyalty and brand knowledge
- BBrand awareness and brand loyalty
- CBrand knowledge and brand loyalty
- DBrand recognition and brand recall
- EBrand meaning and brand loyalty
29With respect of process of management, controlling refers to the comparison of actual performance and predetermined standards. The controlling function is also intended to ensure that all four management functions have been implemented. In addition, the objective measure, which is part of controlling, plays an essential role. What attributes should objectives usually process?
- Adurable, attainable, time bounded, profit oriented, realistic
- BMeasurable, specific, profit oriented, attainable, time bounded
- CMeasurable, realistic, traceable, profit oriented, time bounded
- DAttainable, specific, realistic time bounded, measurable
30Which of the following is NOT correct
- AA brand positioning statement contains a frame of reference
- BBeing measurable and actionable are important criteria for segmentation
- Cstrong brands simplify decision making
- DBrand equity leads to higher price sensitivity
- EWinning new customers is more expensive than keeping customers
31What tool is most suited for positioning products?
- AConjoint analysis
- BCluster analysis
- CBlue ocean analysis
- DPerceptual maps
- EBrand loyalty analysis
32Which option supports pursuing a penetration pricing strategy?
- AHigh price communicated superior product image
- BDistribution and production costs rise with accumulated production experience
- CA sufficient number of buyers have high demand
- DLow prices do not stimulate market growth
- EMarket it highly price sensitive
33When a company wants to control the selling situation like the service level, they rather should focus on having .... ?
- Aa four level channel
- Ba three level channel
- Clower number of intermediaries
- Dan increased number of intermediaries
- Ean omnichannel strategy
34In their Internationalization process companies have to decide how to enter markets. Moreover, there are different modes of entry form exporting to direct investments. Which of the following CANNOT be considered as an advantage of foreign direct investment over exporting?
- AMore control
- BCost economies through cheap labor
- CLower risk
- DDeepened relationship with high host government
- EAll of the answers can be considered as an advantage of foreign direct investment over exporting
35To be successful as a company in the long term, developing a marketing strategy is necessary. A part of developing the marketing strategy is identifying the target market in which the company will operate. The target market includes five factors, the 5Cs. Which one of these factors is part of the 5Cs?
- AAll factors are correct
- BCollaborators
- CContext
- DCompetitors
- ECompany
36Push and pull marketing are key elements of the promotional mix strategy. In which case should a Push-strategy be applied?
- AWhen Customers differentiate between brands available in the store.
- BWhen Customers exhibit high brand loyalty and category involvement.
- CA Push-strategy should be applied in all of the options.
- DWhen Customers search for more product attributes and engage in more product-related activities.
- EWhen Customers make their brand choices in the retail store.
37Which of the following statements regarding brand extensions is NOT correct?
- AAn unsuccessful brand extension can hurt the parent brand.
- BSuccessful brand extensions occur when the parent brand is seen as having favorable associations.
- CVertical extensions can be difficult and often require special branding strategies.
- DThere is no incorrect statement, all of them are correct.
- EOne of the disadvantages of brand extensions is the risk of brand dilution.
38Which of the following statements regarding distribution channels is NOT correct?
- AThere is no incorrect statement, all of them are correct.
- BManufacturers need to balance between push and pull strategies.
- CMore exclusive distribution can lead to greater focus by channel members on providing customer service and better merchandising.
- DForward integration in the distribution process occurs when a distributor starts taking over tasks of a manufacturer (e.g., own production, brands).
- EAccess to distribution breadth plays the largest role in the success of new brands.
Información
- Descripción
- Test sobre Management I: Marketing (WS24/25), creado por Marli Marlo el 22/11/2024.
- Autor
- Marli Marlo
- Idioma
- English
- Visitas
- 875
- Valoración
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