Crafting The Brand Positioning - MCQs with answers - Part 3

Crafting The Brand Positioning - MCQs with answers - Part 3

Marketing Strategies

1. As per Golder and Tellis, _______ is the first to create patents in a new product category.

a) Product pioneer
b) Inventor
c) Market pioneer
d) None of the above

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2. As per Golder and Tellis, _________ is the first to formulate a working model.

a) Product pioneer
b) Inventor
c) Market pioneer
d) None of the above

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3. Golder and Tellis states ______________ as one who is first to sell in the new product category.

a) Product pioneer
b) Inventor
c) Market pioneer
d) None of the above

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4. Tellis and Golder identify which of the five factors as supporting long-term market leadership?

i) Vision of a mass market and persistence
ii) Relentless innovation and financial commitment

a) Only i)
b) Only ii)
c) i) and ii)
d) None of the above

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5. At growth stage sales rise much faster than promotional expenditures.

a) True
b) False
c) Can't say
d) None of the above

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6. During the growth stage the firm

a) Enters into new market segments
b) Increases the distribution coverage
c) Improves product quality
d) All of the above

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7. During the growth stage, firm shifts its focus from "product awareness" advertising to "product-preference" advertising

a) True
b) False
c) Can't say
d) None of the above

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8. In maturity stage,

a) There are no distribution channels to fill
b) There are many distribution channels to fill
c) Can't say
d) None of the above

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9. The process in which firm tries to expand the market for mature brand by focusing on number of brand users and usage rate per user is known as

a) Market modification
b) Product modification
c) Marketing program modification
d) None of the above

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10. When managers try to increase demand by focusing on features, quality and style, it is

a) Market modification
b) Product modification
c) Marketing program modification
d) None of the above

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11. __________ objective is to enhance the product's esthetic appeal.

a) Feature improvement
b) Fashion improvement
c) Style improvement
d) None of the above

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12. When managers try to stimulate demand by focusing on prices, distribution, advertising, sales promotion, personal selling and services, it is known as

a) Market modification
b) Product modification
c) Marketing program modification
d) None of the above

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13. If exit barriers are low,

a) It is easy for organization to leave
b) It becomes tough for firms to leave
c) Depends upon firm
d) None of the above

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