1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

MMS II SEM 3 Batch 2020-22 Internal Exam -

PRODUCT & BRAND MANAGEMENT
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________ are products and services bought by final consumers for personal
consumption. These include convenience products, shopping products, specialty
products, and unsought products. *

Straight extensions

Services

Industrial products

Consumer products

The _________ is basically how the brand is perceived by your target and potential
group. *

Brand Essence

Brand Image

Brand Identity

Brand performance

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

At the third level of customer value hierarchy, marketers need to design a

Expected product

Augmented product

Basic product

None of the above

Clear selection

CBBE stands for _______ *

Client based brand essence model

Consumer based brand equity model

Customer based brand equity model

Competitor based brand equity model

___________ is taking advantage of a news story or something current. Then

creating an advertisement based around it. *

Neuromarketing

Topical advertising

Native advertising

Memejacking

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

The first level in the customer value hierarchy is

Core benefit

Basic product

Expected product

Augmented product

Clear selection

Brand awareness consists of______ *

Brand Elements and Brand Recall

Brand Performance and Brand Imagery

Depth and breadth of Brand Imagery

Brand Recognition and Brand Recall

The reflection attribute of Brand Prism describes _________ *

Brand sharing and reflecting emotions with its consumers

Brand showing compassion and reflecting themselves as a good brand

Brand's perception of its ideal consumer

Brand's research on how consumers think of themselves while using its brand

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

Which of the following is not a brand element *

Slogan, Packaging

URL, Mobile App

Logo, Sponsorship

None of the above

What do Cash Cows symbolize in BCG matrix?

Remain Diversified

Invest

Stable

Liquidate

Clear selection

The heart of Brand Management is to create _______ *

Brand Value

Brand Asset

Brand Equity

Brand Recall

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

Which adjective is not a brand personality *

Rugged

Rebel

Reliable

Cheerful

What does stars symbolize in BCG matrix?

Decline

Growth

Maturity

Introduction

Clear selection

Branding poses a lot of challenges. Which is not a challenge to branding *

Savvy Consumers

Low priced clones

Private Label

Global market accessibility

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

What does Question mark symbolize in BCG matrix?

Remain Diversified

Invest

Stable

Liquidate

Clear selection

_________ are the “must-haves” of any brand to be considered a legitimate

competitor in its specific category. *

Points of parity

Points of difference

Brand Elements

Brand Extension

What is a branded house? *

A departmental store

A company that sells multiple brands

A company that owns multiple individual & competing brands

A single master brand which spans a set of sub-brands

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

Presenting new-product ideas to consumers in symbolic or physical ways to

measure their reactions occur during which of the following stages? *

Idea Generation

Concept Testing

Marketing Strategy

Screening

Which of the following is not a characteristic of “Market Introduction Stage” in

PLC?

Demands has to be created

Costs are low

Makes no money at this stage

There is little or no competition

Clear selection

Another name for GE 9 cell model is

Three colour matrix

Stop light matrix

Strategic Portfolio Matrix

Colour light matrix

Clear selection

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

If a company wishes to test its positioning strategy, advertising, distribution,

pricing, branding and packaging, and budget levels, it can do so during which of
the following stages of the new-product development process? *

Commercialization

Test marketing

Product development

Concept testing

A company can increase its business in four ways. Which is not one of these
ways? *

It can discontinue some of its lines.

It can lengthen its existing product lines.

It can add new product lines, thus widening its product mix.

It can add more versions of each product and thus deepen its product mix.

The ___________ of a product mix implies to how many different product lines the
company carriers.

Length

Depth

Width

Consistency

Clear selection

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

One reason that idea screening is a critical stage in the new-product

development process is that: *

Costs rise greatly in later stages and the company only wants those products that can
succeed.

Competitors can quickly steal ideas so the company wants only those ideas that can
be protected with patents.

International competition and markets demand that all ideas be culturally sensitive.

The Government carefully monitors each process to make sure no national security
matters are at stake.

The condensed slogan that typically accompanies the company logo and
captures the essence of the brand. *

Jingle

URL

Tagline

Packaging

Statement 1. High learning products requires significant customer education.

Statement 2. For fashion products the PLC curve appears and reappears always.
*

Only statement 1 is true

Only statement 2 is true

Statement 1 and statement 2 are true

Statement 1 and statement 2 are false

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

Packaging is also called as the _______ P of the marketing mix. *

first

fifth

third

fourth

Intel Inside is an example of which one of the following

Joint venture

Bundling

Co-creation

Ingredient co-branding

Clear selection

Which is the best suited explanation for the term Brand Judgements *

A short phrase that encapsulates the entire positioning platform

It is an intangible attribute that separates your brand from your competition's brand by
your audience

The visible elements of a brand, such as color, design, and logo, that identify and
distinguish the brand in consumers' minds

It is the customers personal opinions and evaluations of the brand

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

Strategic business units

Are found in one-business organisations

Carry out strategies assigned by the CEO

Develop their own unique way of competing

Implement the marketing function's strategic planning and management decisions

Clear selection

In which stage of the product life cycle is advertising and promotion aimed at
retaining existing customers and persuading customers to switch from
competitor products?

Introduction

Growth

Maturity

Decline

Clear selection

In CBBE pyramid the left side and right side of the pyramid is also known as *

Rational route, Emotional route

Internalisation , Externalisation

Primary route, Secondary route

Judgement route, Feelings route

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

Statement 1. Reflection refers to what values and relationship does the brand
reflect on its customers. Statement 2. Self-Image is perceiving yourself while
using/consuming that brand *

Statement 1 and statement 2 are true

Statement 1 and statement 2 are false

Only statement 1 is true

Only statement 2 is true

What are the axis on the Boston Consulting Group (BCG) matrix labelled?

market share and market size

market attractiveness and market share

historical market growth and current share

relative market share and market growth rate

Clear selection

_________ is a period of market acceptance and

a increasing profits. *

Product development

Maturity

Growth

Introduction

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

In the BCG (Boston Consulting Group) Matrix, a business that has a low market
share in an industry characterized by high market growth is termed as

Stars

Question mark

Dogs

Cash cows

Clear selection

In J. Kapferer model of Brand Prism what does J stands for *

John - Neol

Jean - Noel

Jason - Noel

Jean - Neol

The cost, potential sale, profit of the offering is calculated at different price levels
in ______________ stage of “Product Development Process”.

Evaluation

Testing

Idea screening

Idea generation

Clear selection

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

Increased competition leads to price decrease, increasing public awareness,

sales volume increase significantly are the characteristics of ______________ in
PLC.

Maturity stage

Decline stage

Growth stage

None of these

Clear selection

Encourage all stakeholders like customers, dealers, employees etc. to send ideas
to the idea manager and formally recognize the program to reward best new
ideas is characteristic of which stage in the “New Product Development
Process”.

Idea generation

Idea screening

Testing

Evaluation

Clear selection

When it is about fourth level of customer value hierarchy, marketers need to

design__________ that exceed customers’ expectations.

Expected product

Augmented product

Basic product

None of the above

Clear selection

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

Which of the following is also known as “Problem Child”

Star

Cash-Cow

Question-Mark

Dog

Clear selection

The opposite of Brand Extension is called as_____ *

Rebranding

Brand Architecture

Brand Gap

Brand Proliferation

Branding satisfies ______________needs of the customers

Functional and Informational

Informational and Emotional

Functional and Aspirational

Generic and Emotional

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

The GE 9 cell model is based on

Industry attractiveness & Business Strength

Industry Growth rate & Business strength

Industry Attractiveness & Relative market share

Industry Growth & Relative market share

Clear selection

An apparel marketer is planning to launch an existing brand name into a product

category. Which brand development strategy is being implemented?

Rebranding

Line Extension

Brand Extension

Multi business extension

Clear selection

SBU stands for

Satisfied Business Unit

Stratified Business Unit

Strategic Building Unit

Strategic Business Unit

Clear selection

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1/19/22, 11:38 AM MMS II SEM 3 Batch 2020-22 Internal Exam - PRODUCT & BRAND MANAGEMENT

Brand Personality is important because : Statement 1. It makes your brand human

in the eyes of potential customer. Statement 2. It enhances your brand story.
Statement 3. It is an excellent tool for brand recall. *

Statement 1 and statement 2 are true

Statement 1 and statement 3 are true

Statement 2 and statement 3 are true

All the three statements are true

Statement 1. Fad products have almost the same speed of sales at introduction
and at decline stage. Statement 2. For low learning products the sales begin
quickly due to their simplicity. *

Both statements are true

Both statements are false

Only statement 1 is true

Only statement 2 is true

Which of the following is a part of brand's identity? *

Name

Equity

Personality

Price

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