MULTIPLE CHOICES QUESTION:

CHAPTER2_GROUP1
1. What does "Point of Parity" (PoP) in marketing refer to?
A. Unique product features
B. Attributes that set a brand apart from competitors
C. Characteristics similar to competing products
D. Pricing strategies

2. Indirect competition occurs when:

A. Two companies offer similar products in the same market.
B. Companies offer substitute products that satisfy the same customer need.
C. Companies have no impact on each other's sales.
D. Companies operate in unrelated industries

3. What is the primary goal of businesses when addressing indirect competition?

A. To acquire the competitors in the same industry.
B. To differentiate their products from substitutes.
C. To lower prices and compete on cost.
D. To form alliances with competitors.

4. Two smartphone manufacturers producing similar models and targeting the same consumer
market exemplify which type of competition?
A. Indirect competition.
B. Oligopolistic competition.
C. Perfect competition.
D. Direct competition.

5. Which of the following is an example of a "Point of Parity" for a toothpaste brand?

A. Offering a unique and pleasant taste
B. Having a patented teeth-whitening formula
C. Providing cavity protection, just like other toothpaste brands
D. Using celebrity endorsements in advertising

6. In the context of bottled water, a "Point of Difference" might be:

A. Meeting the safety and cleanliness standards
B. Having a similar taste to tap water
C. A unique filtration process that results in exceptional taste
D. Offering the lowest price in the market
7. Which of the following is an accurate statement about "Point of Parity" and "Point of
Difference"?
A. "Point of Parity" creates a competitive advantage, while "Point of Difference" establishes
basic expectations.
B. "Point of Parity" distinguishes a brand, while "Point of Difference" ensures market entry.
C. "Point of Parity" sets a brand apart from competitors, while "Point of Difference"
highlights unique attributes.
D. "Point of Parity" and "Point of Difference" are essentially the same thing.

8. What is brand positioning?

A. Brand positioning is the act of designing the company’s offer and image so that it
occupies a distinct and valued place in the target customer’s minds.
B. Brand positioning is the set of all actual and potential buyers who have sufficient interest in,
income for, and access to a product
C. Brand positioning is the differential effect that brand knowledge has on consumer response to
the marketing of that brand.
D. Brand positioning is a short, three- to five-word phrase that captures the irrefutable essence or
spirit of the brand positioning.

9. What are the four components of brand positioning?

A. Basic Concepts, Target Market, Nature of Competition, Criteria
B. Basic Concepts, Target Market, Nature of Competition, Points-of-Parity and Points-of-
Difference
C. Target Market, Nature of Competition, Market Segmentation, Points-of-Parity and Points-of-
Difference
D. Basic Concepts, Target Market, Criteria, Market Segmentation.

10. What is a Market?

A. A market is the set of all actual and potential buyers who have sufficient interest in,
income for, and access to a product.
B. A market is a short, three- to five-word phrase that captures the irrefutable essence or spirit of
the brand positioning.
C. A market is the differential effect that brand knowledge has on consumer response to the
marketing of that brand.
D. A market is the act of designing the company’s offer and image so that it occupies a distinct
and valued place in the target customer’s minds.

11. Why is it important to identify the target consumer for brand positioning?
A. To increase brand awareness
B. To make the brand more acceptable
C. To understand different brand knowledge structures
D. To reduce marketing program costs
12. Which of the following is NOT a segmentation basis for consumer markets?
A. Demographic
B. Geographic
C. Behavioral
D. SIC code

13. Which of the following is NOT one of the criteria for guiding segmentation and target market
decisions?
A. Identifiability
B. Size
C. Profitability
D. Responsiveness

14. What is the primary purpose of a brand mantra?

A. To clearly communicate the brand's identity
B. To define the brand's color scheme
C. To set the brand's product pricing
D. To establish the brand's logo design

15. What does a good brand mantra do in terms of brand category?

A. It keeps the category vague and undefined.
B. It doesn't relate to the brand category.
C. It defines the category or categories of the business.
D. It creates confusion about the brand's category.

16. What does a brand mantra communicate about a brand's uniqueness?

A. It leaves the brand's uniqueness open to interpretation.
B. It highlights what makes the brand standard and typical.
C. It doesn't concern itself with the brand's uniqueness.
D. It conveys what is unique and distinctive about the brand.

17. How can a brand mantra impact a brand's identity?

A. It has no impact on a brand's identity.
B. It may confuse customers about the brand's identity.
C. It helps define and strengthen the brand's identity.
D. It only affects the brand's visual identity.
18. In the context of a brand mantra, what does "defining the category" mean?
A. Narrowing down the target audience for the brand
B. Creating a generic and unclear brand identity
C. Clearly stating what the brand is about or what products it offers
D. Defining the brand's pricing strategy

19. How does a brand mantra clarify what is unique about a brand?
A. By keeping the brand's unique qualities a secret
B. By emphasizing conformity and sameness
C. By communicating the brand's distinctive qualities or value proposition
D. By making the brand indistinguishable from competitors

20. Why is it important for a brand mantra to define the brand's category?
A. It helps confuse consumers about the brand's offerings.
B. It allows the brand to constantly change its core identity.
C. It creates a clear understanding of what the brand is and what it offers.
D. It has no impact on consumers' perceptions of the brand.

21. What is the consequence of a brand mantra that doesn't clarify the brand's uniqueness?
A. It confuses consumers about the brand's identity.
B. It helps the brand stand out from competitors.
C. It makes the brand easily recognizable.
D. It doesn't have any effect on the brand's positioning.

22. How can a well-crafted brand mantra influence consumer loyalty?

A. It has no impact on consumer loyalty.
B. By creating emotional connections and inspiring trust
C. By emphasizing the brand's pricing strategy.
D. By constantly changing to keep consumers guessing

23.Why is it important for a brand mantra to be both category-defining and uniqueness-

clarifying?
A. It's not important; either one suffices.
B. It helps maintain a vague brand identity.
C. It aligns the brand with industry standards.
D. It creates a memorable and compelling brand identity.
24. ________ is the consumers’ ability to identify the brand under different conditions, as
reflected by their brand recognition or recall performance.
A. Brand awareness
B. Brand image
C. Brand alternation
D. Brand perception

25. A marketing manager has decided to study the perceptions and beliefs held by
consumers, as reflected in the associations held in consumer memory. Which of the following
terms is most closely associated with the marketing manager’s objective of study?
A. Brand awareness
B. Brand image
C. Brand element
D. Brand concept

26. …………defines what the brand thinks about the consumer, as per the consumer.
A. Brand attitude
B. Brand positioning
C. Brand relationship
D. Brand image

27. …………………includes all that is linked up in memory about the brand. It could be specific
to attributes, features, benefits or looks of the brand.
A. Brand attitude
B. Brand Associations
C. Brand relationship
D. Brand image

28. Each of the following items is a tangible component of a brand image except:
A. Logo, packaging, and labeling
B. Organizational culture, ideals and beliefs of corporate personnel
C. Retail outlets where the product is sold.
D. Advertising, promotions, and other forms of communication

29. From a consumer's perspective, a strong brand image provides each of the following except:
A. Social acceptance of purchases.
B. Assurance regarding purchase decisions in unfamiliar settings.
C. A reduction in search time.
D. Channel power.
30. From a company's perspective, a strong brand image is related to each of the following
except:
A. Being able to charge a premium price.
B. Higher level of brand parity.
C. Favorable opportunities for brand extension
D. Higher level of channel power.

31. The main secondary sources of brand knowledge come from all of the following EXCEPT
________.
A. Other brands
B. People
C. Things
D. Local, state, and federal governments

32. Which of the following is NOT correct regarding brand awareness?

A. Brand awareness affects brand equity.
B. Brand recall, also known as unaided recall, refers to the ability of consumers to correctly elicit
a brand name from memory when prompted by a product category.
C. Top of brand awareness is the first brand that comes to mind when a consumer is
spontaneously asked about a product category.
D. Brand recognition, also known as aided recall, is harder to create than brand recall.

33. How are brand attributes and brand benefits typically differentiated?
A. Brand attributes are the personal value and meaning attached to a product or service.
B. Brand attributes are descriptive features of a product or service, while brand benefits
are how consumers form beliefs about the brand.
C. Brand attributes are how consumers form beliefs about the brand, while brand benefits are the
personal value and meaning attached to a product or service.
D. Brand attributes and brand benefits are the same in meaning.

34. What are some common associations mentioned for Apple?

A. Innovative, User-Friendly, High Quality
B. Cheap, High Quality, Premium
C. Design Excellence, Creative, Cheap
D. Expensive, Low Quality, Innovative

35. How is brand image related to brand associations?

A. Brand image is unrelated to brand associations.
B. Brand image is the same as brand awareness.
C. Brand image is consumers' perceptions based on brand associations.
D. Brand image is a separate concept from brand associations.
36. Consumer Based Brand Equity model is developed by
A. Akar
B. Kevin Lane Keller
C. Kotler
D. Phillip

37. What are the key Ingredients of CBBE (Customer-Based Brand Equity)?
A. Brand knowledge, Consumer response to marketing, Differential effect
B. Brand knowledge, Consumer response to marketing, Similar effect
C. Consumer response to marketing, Similar effect, Brand image
D. Brand Identity, Consumer response to marketing, Differential effect

38. What is the primary focus of the concept of Customer-Based Brand Equity (CBBE)?
A. Focus on the company's internal operations
B. Focus on marketing strategy
C. Focus on consumer perceptions and responses
D. Focus on product development

39. According to the CBBE concept, where does the power of a brand primarily lie?
A. In the company's marketing efforts
B. In the product's features and quality
C. In the minds and hearts of customers
D. In the brand's advertising campaigns

40. How is customer-based brand equity formally defined?

A. The effect of brand knowledge on consumer knowledge
B. The effect of marketing activities on brand knowledge
C. The effect of brand knowledge on consumer response to marketing
D. The effect of consumer response on brand knowledge

41. What is an example of a brand with positive customer-based brand equity?

A. A brand that is highly sensitive to price increases
B. A brand that consumers react more favorably to when identified
C. A brand that is sold at a low price
D. A brand that has no unique attributes

42. According to the concept of customer-based brand equity (CBBE), what drives the
differences in brand equity?
A. Marketing expenses
B. Consumer knowledge
C. Past marketing performance
D. Brand quantity

43. How should marketers view the money spent on manufacturing and marketing products?
A. As a necessary expense
B. As a profit
C. As an investment in consumer knowledge
D. As a one-time expenditure

44.________ brands are positioned with respect to competitors’ brands so that more important
(and more profitable) flagship brands can retain their desired positioning.
A. Flanker
B. Attacker
C. Defender
D. Blitzkrieg

45. When a marketer expresses his or her vision of what the brand must be and do for consumers,
they are expressing what is called ________.
A. a brand promise
B. a brand mission
C. brand equity
D. a brand position

46. What are the main issues in achieving competitive brand positioning?
A. Defining and understand customer needs
B. Defining and communicating the competitive frame of reference
C. Defining and plan the campaign
D. Defining and deliver results of brand positioning strategy

47. What are the two criteria that demonstrate the characteristics of Deliverability Criteria?
A. Feasibility and Communicability
B. Objectiveness and communication ability
C. Feasibility and development tools
D. Human resources factors and communication ability

48. Which of these methods does not pertain to a brand's category membership?
A. Communicating category benefits
B. Relying on a product
C. Trust the machine controller
D. Comparing to exemplars
49. Which of the following factors does not belong to Points-of-Parity associations (POPs)?
A. Category
B. Competitive
C. Positioning
D. Correlational

50. Which of the following criteria are used to Choosing Points-of-Difference?

A. Desirability Criteria, Deliverability Criteria, Guiding Criteria
B. Desirability Criteria, Deliverability Criteria, Differentiation Criteria
C. Desirability Criteria, Enterprise criteria, Differentiation Criteria
D. Deliverability Criteria, Differentiation Criteria, Purpose Criteria