Market Management Part 3
Instuderingsfrågor till Kotlers Market management 13th ed. Kapitel 7, 9 och 10
- 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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