1. The__________ volume allows the company to enjoy __________ of scale.

Therefore, they
tend to enjoy significantly lower average production costs.
a. Low sales, Lower economies
b. High sales, Higher economies
c. Moderate sales, Higher economies
d. Moderate sales, Lower economies
2. Before you can build a brand that your target audience trusts, you need to know
what ____________ your business provides.
a. Features
b. Benefits
c. Value
d. Pricing
3. ______________ is the way that businesses or organizations highlight and bring
awareness to products or services by connecting values and voice to the right
audience through strategic communication.
a. Brand Perception
b. Brand Marketing
c. Brand Personality
d. Brand recognition
4. A___________ represents a part of the main market with specific customer needs.
a. Niche Market
b. Dominant Market
c. Primary Market
d. Secondary Market
5. What is/are the mass marketing disadvantages? I) Low adaptability II)Low-profit
margins III) Low switching costs IV) High competitive pressure V) High entry barriers
a. II,III,V
b. I,III,V
c. I,III,IV
d. I,II,III, IV, V
6. How to Build a Brand People Love? I)Discover the purpose behind your brand II)
Research competitor brands within your industry III)Determine your brand’s target
audience IV)Establish brand mission and vision statements V) Outline the key
qualities & benefits your brand offers
a. II,III,V
b. I,III,V
c. I,III,IV
d. I,II,III, IV, V
7. Everything from your logo to your tagline, voice, message, and personality should
reflect your mission and vision.
a. TRUE
b. FALSE
c. May be
d. Can't say
8. Brand creation relies on truly understanding the buyer persona.
a. TRUE
b. FALSE
c. FALSE
d. Can't say
9. An effective and comprehensive brand strategy should include- I) Brand discovery II)
Competitor research III) Target audience IV) Brand voice V) Brand message & story
a. II,III,V
b. I,III,V
c. I,III,IV
d. I,II,III, IV, V
10. The company targets a large number of end consumers because it ignores different
__________.
a. Target markets
b. Prospects
c. Market segments
d. All of the above
11. A pro of mass-market advertising is_____________ , and a con is that it can be
expensive for the_________ .
a. Decreased brand recognition, Company
b. Increased brand recognition, Company
c. Increased brand recognition, Customer
d. Decreased brand recognition, Customer
12. “To bring inspiration and innovation to every athlete in the world“ is a mission
statement of __________.
a. Apple
b. Nike
c. TOMS Shoes
d. Adidas
13. The high sales volume allows the company to enjoy _______________ .
a. Higher Profit
b. Higher market share
c. Higher economies of scale
d. Higher sale
14. The company sells ______________ and ignores differences in ____________ . 
a. Cutomized products, Tastes among consumers
b. Cutomized products, Tastes among consumers
c. Standard products, Tastes among consumers
d. Cutomized products, Tastes among Competitors
15. _____________ is a strategy which targets very defined and specific segments of the
consumer population.
a. Undifferentiated targeting
b. Undifferentiated marketing
c. Differentiated marketing
d. Concentrated marketing
16. ________________ occurs when the marketer ignores the apparent segment differences
that exist within the market and uses a marketing strategy that is intended to appeal
to as many people as possible.
a. Undifferentiated targeting
b. Undifferentiated marketing
c. Differentiated marketing
d. Concentrated marketing
17. What are the examples of differentiated marketing? I) Lilly Pulitzer II) Bumble III)
Justice IV) Munchkin
a. I,II
b. II,III
c. III,IV
d. I,IV