Brand Management

201. The _________ from which brand originates can also be linked to the brand to generate secondary associations.

1. Product
2. Industry
3. Country
4. Region

202. The _________ is practiced most aggressively with unsought goods, goods that buyers normally do not think of buying, such as insurance, encyclopedias, and funeral plots.

1. marketing concept
2. selling concept
3. production concept
4. product concept

203. The _________ is the biggest possible medium and has the quickest and the deepest reach throughout the globe.

1. web
2. TV
3. radio
4. outdoor

204. The _________ refers to the various companies that are involved in moving a product from its manufacturer into the hands of its buyer.

1. distribution chain
2. network chain
3. supply chain
4. promotion network

205. The _________ relates to extra benefits that a brand offers to its customers.

1. Entire positioning
2. Point of difference
3. Definition of business
4. Innovation

206. The ability of the marketing programme to affect the customer mind-set will depend on its_________.

1. Salesperson
2. Quality
3. Technology
4. Customer service

207. The act of trading a desired product or service to receive something of value in return is known as which key concept in marketing?

1. product
2. exchange
3. production
4. customer

208. The advertising industry is passing through a transition phase with the emergence of the _________media.

1. television
2. online
3. interactive
4. information

209. The challenge of media planning is becoming greater because the number of ways to send brand messages is _________.

1. decreasing
2. complicated
3. increasing
4. competitive

210. The cost of an advertisement or a schedule of ads is often based on _________.

1. CPP
2. CPR
3. CPI
4. CPM