Market Management Part 3

23 Questions | Total Attempts: 56

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Marketing Management Quizzes & Trivia

Instuderingsfrågor till Kotlers Market management 13th ed. Kapitel 7, 9 och 10


Questions and Answers
  • 1. 
    All marketing strategy is built on STP—segmentation, targeting, and ________.
    • A. 

      Positioning

    • B. 

      Product

    • C. 

      Planning

    • D. 

      Promotion

    • E. 

      Performance

  • 2. 
    ________ is the act of designing the company’s offering and image to occupy a distinctiveplace in the mind of the target market.
    • A. 

      Positioning

    • B. 

      Product conceptualization

    • C. 

      Promotion presentation

    • D. 

      Performance imaging

    • E. 

      Preproduct launching

  • 3. 
    Which of the following terms is most closely associated with the following statement:“attributes or benefits consumers strongly associate with a brand, positively evaluate, andbelieve that they could not find to the same extent with a competitive brand”?
    • A. 

      Brand image

    • B. 

      Points-of-difference

    • C. 

      Points-of-parity

    • D. 

      Points-of-value

    • E. 

      Brand concept

  • 4. 
    ________ are associations that are not necessarily unique to the brand but may in fact beshared with other brands.
    • A. 

      Points-of-parity

    • B. 

      Points-of-difference

    • C. 

      Brand cells

    • D. 

      Brand positions

    • E. 

      Points-of-competitive field

  • 5. 
    The obvious means of differentiation, and often most compelling ones to consumers, relateto aspects of the ________.
    • A. 

      Price

    • B. 

      Distribution process

    • C. 

      Promotions

    • D. 

      Product and service

    • E. 

      Sales team responsible for the product or service

  • 6. 
    At the heart of a successful brand is ________, backed by creatively designed and executedmarketing.
    • A. 

      Price

    • B. 

      Promotion

    • C. 

      A great product or service

    • D. 

      A great slogan

    • E. 

      A brand concept

  • 7. 
    Consumers learn about brands through ________ and product marketing programs.
    • A. 

      The mass media

    • B. 

      Past experiences with the product

    • C. 

      The sales force

    • D. 

      Shopping bots

    • E. 

      Independent information sources

  • 8. 
    ________ is endowing products and services with the power of a brand.
    • A. 

      Brand image

    • B. 

      The branding concept

    • C. 

      Branding

    • D. 

      Brand positioning

    • E. 

      Brand partitioning

  • 9. 
    Brand ________ is the added value endowed to products and services.
    • A. 

      Loyalty

    • B. 

      Equity

    • C. 

      Preference

    • D. 

      Satisfaction

    • E. 

      Benefits

  • 10. 
    If a brand element can be used to introduce new products in the same or differentcategories, the brand element is said to be ________.
    • A. 

      Memorable

    • B. 

      Meaningful

    • C. 

      Likeable

    • D. 

      Transferable

    • E. 

      Adaptable

  • 11. 
    ________ is the consumers’ ability to identify the brand under different conditions, asreflected by their brand recognition or recall performance.
    • A. 

      Brand awareness

    • B. 

      Brand image

    • C. 

      Brand alternation

    • D. 

      Brand perception

    • E. 

      Brand reflection

  • 12. 
    When a firm uses an established brand to introduce a new product, it is called a(n)________.
    • A. 

      Sub-brand

    • B. 

      Brand value

    • C. 

      Brand extension

    • D. 

      Brand mix

    • E. 

      Brand posture

  • 13. 
    A ________ is the set of all brands and brand lines a particular firm offers for sale tobuyers in a particular category.
    • A. 

      Brand partition

    • B. 

      Brand position

    • C. 

      Brand portfolio

    • D. 

      Brand concept

    • E. 

      Brand image

  • 14. 
    To create and capture value, sellers need to understand business organizations’ needs,resources, policies, and ________.
    • A. 

      Demands

    • B. 

      Protocols

    • C. 

      Strategies

    • D. 

      Buying procedures

    • E. 

      Personnel policies

  • 15. 
    The ________ consists of all the organizations that acquire goods and services used in theproduction of other products or services that are sold, rented, or supplied to others.
    • A. 

      Business market

    • B. 

      Consumer market

    • C. 

      E-commerce market

    • D. 

      Global market

    • E. 

      Supplier market

  • 16. 
    The demand for business goods is ultimately derived from the demand for ________.
    • A. 

      Raw materials

    • B. 

      Consumer goods

    • C. 

      Electronics

    • D. 

      Business solutions

    • E. 

      E-commerce

  • 17. 
    The purchasing department buys office supplies on a routine basis. This type of purchase isclassified as a ________.
    • A. 

      Straight rebuy

    • B. 

      Modified rebuy

    • C. 

      New task

    • D. 

      Secondary purchase

    • E. 

      Preordained purchase

  • 18. 
    The business buyer makes the fewest decisions in the ________.
    • A. 

      Modified rebuy

    • B. 

      Regular buy

    • C. 

      Straight rebuy

    • D. 

      New buy

    • E. 

      New task buy

  • 19. 
    ________ is composed of all those individuals and groups who participate in thepurchasing decision-making process, who share some common goals and the risks arisingfrom their decisions.
    • A. 

      The buying center

    • B. 

      The marketing sales team

    • C. 

      Strategic management

    • D. 

      Engineering support

    • E. 

      The logistics center

  • 20. 
    In the purchasing decision process, the ________ are those who have the power to preventsellers or information from reaching members of the buying center.
    • A. 

      Gatekeepers

    • B. 

      Buyers

    • C. 

      Initiators

    • D. 

      Approvers

    • E. 

      Deciders

  • 21. 
    To the ________ price is everything and transactional selling is used.
    • A. 

      Solution-oriented customers

    • B. 

      Income-oriented customers

    • C. 

      Gold-standard customers

    • D. 

      Strategic-value customers

    • E. 

      Price-oriented customers

  • 22. 
    Peter Kraljic distinguished four product-related purchasing processes. Which of thefollowing matches to products that have high value and cost to the customer but involve littlerisk of supply because many companies make them?
    • A. 

      Strategic products

    • B. 

      Bottleneck products

    • C. 

      Leverage products

    • D. 

      Routine products

    • E. 

      Commodity products

  • 23. 
    The new, more strategically oriented purchasing departments have a mission to ________.
    • A. 

      Always make a profit

    • B. 

      Always take the lowest bid

    • C. 

      Seek the best value from fewer and better suppliers

    • D. 

      Continue to seek outsourcing as their primary strategy

    • E. 

      Use consultants whenever possible

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