Marketing Management

BM35S : Marketing Management

Question 1

When consumers share a strong need that cannot be satisfied by an existing product, it is called _ demand.





Question 2

When demand is __, it implies that more customers would like to buy the product than can be satisfied.





Question 3

A __ is a direction or sequence of events that has some momentum and durability; it reveals the shape of the future and can provide strategic direction.





Question 4

Which of the following would be the best illustration of a secondary belief or value?

Belief in work

Belief in giving to charity

Belief in getting married

Belief in getting married early

Question 5

Total customer satisfaction is measured based on the relationship of:

expected value and total customer benefit.

perceived performance and expectation.

advertised outcomes and real outcomes.

past experience and present experience.

Question 6

Identify the four pillars of brand equity, according to BrandAsset Valuator model.

Relevance, performance, bonding, and advantage

Presence, performance, advantage, and bonding

Energized differentiation, relevance, esteem, and knowledge

Brand salience, brand feelings, brand imagery, and brand performance

Question 7

The __ attack offers the firm an opportunity to diversify into unrelated products, diversity into new geographical markets, and leapfrog into new technologies.





Question 8

__ is the ability of a company to prepare on a large-scale basis individually designed products, services, programs, and communications.

Mass customization

Reverse engineering


Backward compatibility

Question 9

Costs that do not vary with production levels or sales revenue are known as _ costs.





Question 10

Which of the following is a form of mass communications channel?

Interactive marketing

Personal selling

Public relations

Word-of-mouth marketing

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