Question 1

_____ involves a process of defining the 4P variables so that target customers have a clear, distinctive, desirable understanding of what the product does or represents in comparison with competing products.

AValue proposition

BRelative positioning

CCompetitive positioning

DMarket positioning

ESelective perception

Answer : D

Question 2

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is_____ his business relative to his competition.

Asegmenting

Brepositioning

Cpositioning

Dvaluing

Ere-mapping

Answer : C

Question 3

X-Pert Bikes sells bikes for people of all ages. The company is entering the Indian market for the first time. Indian consumers are not familiar with the brand or its products. The company is planning its introductory ad campaign. Which of the following should the company aim to build first?

ABrand awareness

BBrand dilution

CBrand parity

DBrand extension

EBrand loyalty

Answer : A

Question 4

What is the advantage of manufacturer brands?

AManufacturers do not have to create or control marketing strategies.

BManufacturer brands do not require extensive use of marketing programs.

CManufacturer brands ensure consistent quality of products.

DManufacturer brands are marketed by retailers who ensure a wider reach.

EManufacturer brands are cheaper than store brands.

Answer : C

Question 5

Lilli visits her hair stylist to get a haircut. Lilli wants to know how she would look after the haircut. Unlike a dress, Lilli cannot try a haircut before she gets it. Lilli's inability to get a partial haircut or a preview of it illustrates the _____ of a haircut.

Aintangibility

Bheterogeneity

Cperishability

Dinseparability

Enonstorability