MC-Questions Chapter 1.

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Quiz by oscar.windhorst, updated more than 1 year ago
oscar.windhorst
Created by oscar.windhorst about 6 years ago
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Question 1

Question
An example of psychological pricing is:
Answer
  • Selling a product for €20 instead of €19.95 because it looks better
  • Selling a product for sale.
  • Selling a product for €19.95 instead of €20 because it looks cheaper.
  • None of the above

Question 2

Question
What is prestige pricing?
Answer
  • That is an example of psychological pricing
  • Products that have a status selling for a high price.
  • Method of pricing that is used by exclusive brands
  • All of the above

Question 3

Question
What is the main reason retailers want to collaborate with producers?
Answer
  • A. To reduce costs
  • B. Retailers never collaborate with producers
  • C. Because it is a good pull strategy
  • D. None of the above

Question 4

Question
Conflicts of interests between producers and retailers are often caused by:
Answer
  • A. Retailers who tend to include as many articles as possible in their advertising.
  • B. Marketing communication of chain in stores that is strongly action orientated.
  • C. Chain stores that want to feature producers’ cheapest brands in their advertising.
  • D. All of the above

Question 5

Question
When pursuing a pull strategy:
Answer
  • A. Service merchandizing is important
  • B. Trade sales promotions are important
  • C. Strong brand is important
  • D. Producers’ account managers are important

Question 6

Question
The two R’s and an E stands for...
Answer
  • A. Relationship, reputation and ethics
  • B. Reliability, Reputation and exchange
  • C. Relationship, reputation and exchange
  • D. Reputation, reliability and ethics

Question 7

Question
When goods are available in many shops you call that....
Answer
  • A. Intensive distribution
  • B. Selective distribution
  • C. Exclusive distribution
  • D. Included distribution

Question 8

Question
What is an example of a convenience good?
Answer
  • A. An iPod
  • B. A couch
  • C. Milk
  • D. Holidays

Question 9

Question
What is true about convenience goods?
Answer
  • A. Convenience goods are goods that buyers frequently buy.
  • B. Convenience goods are durable goods.
  • C. Consumers compare prices and quality of convenience goods.
  • D. Consumers go ‘shopping’ for convenience goods.

Question 10

Question
What is true about shopping goods?
Answer
  • A. Consumers compare the price before purchasing.
  • B. Consumers compare the quality before purchasing.
  • C. Consumers compare product features before purchasing.
  • D. All of the above.

Question 11

Question
An example of a preferential good is...
Answer
  • A. Cigarettes
  • B. Bred
  • C. Candy
  • D. Television

Question 12

Question
What is not an example of an umbrella brand?
Answer
  • A. Philips
  • B. Unilever
  • C. Dove
  • D. Nivea

Question 13

Question
What is true about market leadership?
Answer
  • A. The brand that is market leader is more stable.
  • B. The brand that is market leader is the most well known.

Question 14

Question
Which of the following is NOT a function of a brand for companies?
Answer
  • A. Higher price
  • B. Distinction
  • C. Brand awareness
  • D. Easier product introductions
  • E. Zwarte Piet is racisme

Question 15

Question
‘‘When I see an advertising of Douwe Egberts, I think of Holland, cosiness, a break and the colours red, white and gold.’’ This is a typical example of..
Answer
  • A. Brand extension
  • B. Brand awareness
  • C. Brand image
  • D. The psychological function of a brand

Question 16

Question
Which of the following is NOT a factor influencing a brand image?
Answer
  • A. Higher price
  • B. Marketing communication
  • C. Own experience with a brand
  • D. Other marketing tools

Question 17

Question
Marketing communication has gone through a number of important changes over the years. These are the seven phases in marketing communication: 1. communication through retailers 2. first direct advertising campaigns 3. direct contact with customers 4. more marketing communication methods 5. large advertising budgets 6. one-to-one communication 7. looking for distinctive features However, they are in the wrong order. What is the right order?
Answer
  • A. 3, 1, 2, 4, 5, 7, 6
  • B. 3, 1, 7, 2, 5, 4, 6
  • C. 1, 3, 2, 4, 7, 5, 6
  • D. 2, 3, 1, 7, 2, 5, 4
  • E. None of the above

Question 18

Question
Which statement is NOT true?
Answer
  • A. During the Industrial Revolution direct contact with consumers almost disappears
  • B. In the 1980s, producers start to use other marketing methods in order to improve the one-to-one communication
  • C. In the past few years one-to-one communication has become important
  • D. In the 1960s producers tried to re-establish contact with consumers, but at the same time they wanted to keep the advantages of mass production.
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