What does brand management focus on most?

Monitoring and maintaining the brand’s integrity

Differentiation-sensitive customers value:

Unique features and brand quality

What is the major difference between PR and advertising?

PR is not directly paid for, ads are

What does price elasticity explain in marketing?

How sensitive customers are to price changes

Positioning is best defined as:

Defining the product’s image in customers’ minds

Which of these is part of the “actual product”?

Its packaging, features, and warranty

What is the main reason businesses segment their markets?

To target specific customer needs effectively

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EE-W-5- Advanced Marketing Concepts

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Advanced Marketing Concepts

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Questions 11

Answers

1
What does brand management focus on most?
Improving office design
Changing the company name
Monitoring and maintaining the brand’s integrity
Controlling public feedback
2
Which of the following is NOT a typical product attribute?
Form
Features
Durability
Profit margin
3
Differentiation-sensitive customers value:
The lowest possible price
High product availability
Unique features and brand quality
Unbranded alternatives
4
What is the major difference between PR and advertising?
PR is not directly paid for, ads are
PR is more expensive
PR is paid, ads are not
PR is only used during crisis
5
What does price elasticity explain in marketing?
How durable the product is
The brand’s strength in global markets
How sensitive customers are to price changes
How easily a product can be redesigned
6
Which of the following is a demographic variable used in segmentation?
Income
Climate
Brand loyalty
Shopping habits
7
Which of the following is NOT a positive brand attribute?
Hard to deal with
Dependable
Easy to use
Trustworthy
8
Positioning is best defined as:
Defining the product’s image in customers’ minds
Choosing the best place to sell your product
Highlighting competitors’ weaknesses
Lowering prices to increase sales
9
Which of these is part of the “actual product”?
Customer review pages
The store location
The product’s main use
Its packaging, features, and warranty
10
Which pricing strategy involves setting a high initial price, then lowering it over time?
Psychological pricing
Cost-plus pricing
Market skimming
Penetration pricing
11
What is the main reason businesses segment their markets?
To target specific customer needs effectively
To make the market smaller
To increase advertising costs
To confuse competitors

EE-W-5- Advanced Marketing Concepts Flashcards | StudBud