Question 1

Interactive media can be best described as________________
A)Customized Marketing Messages
B)Marketing Communications Mix
C)Marketing Mix
D)Media that allow two-way messages between company and consumer

Accepted Answer

Interactive media is characterized by enabling a two-way flow of information or communication between the company and the consumer, allowing for real-time interactions and feedback.

Question 2

The mental act, condition or habit of placing trust or confidence in another shows which of the following options?
A)Motive
B)Belief
C)Behavior
D)Attitude

Accepted Answer

Attitude is a mental act, condition, or habit of placing trust or confidence in another.

Question 3

________refers to a brands objective (functional) attributes in relation to other brands.
A)Brand position
B)Product position
C)Brand relationship
D)Brand position and Product position

Accepted Answer

D

Question 4

________defines what the brand thinks about the consumer, as per the consumer.
A)Brand attitude
B)Brand positioning
C)Brand relationship
D)Brand image

Accepted Answer

The answer of ________defines what the brand thinks about the...

Question 5

________includes two aspects of a brand - its associations and its personality.
A)Brand attitude
B)Brand positioning
C)Brand relationship
D)Brand image

Accepted Answer

Brand image includes both the associations consumers have about a brand and the brand's personality. This encompasses the perceptions and beliefs held by consumers, as well as the emotions the brand evokes.

Question 6

________includes all that is linked up in memory about the brand. It could be specific to attributes, features, benefits or looks of the brand.
A)Brand attitude
B)Brand Associations
C)Brand relationship
D)Brand image

Accepted Answer

Brand Associations refer to all aspects, including attributes, features, benefits, and appearance, that are connected in memory with a brand. These associations form part of the brand's identity and influence consumer perception and decision-making.

Question 7

________includes two visual signals of a brand - its character (e.g. Amul girl, Pillsbury doughboy) and its logo. Both are elements of brand identity.
A)Brand attitude
B)Brand Image
C)Brand Symbol
D)Brand Positioning

Accepted Answer

Brand Symbol includes visual elements like a brand's character and logo, which are crucial aspects of its identity.

Question 8

___________can be thought of as a perceptual map of in which like products of the same company (say, toothpaste) are positioned very close to one another and compete more with one another than with brands of other companies.
A)Brand Comparison
B)Cannibalization
C)Positioning
D)Brand Associations

Accepted Answer

Cannibalization refers to a situation where products from the same company compete with each other in the market, potentially reducing the overall sales of the company rather than capturing market share from competitors.

Question 9

A marketer needs to understand that some 'general traits' of a brand name are:
A)Easy to recognize
B)Easy to pronounce
C)Easy to memorize or recall
D)East to recognise, pronounce, recalls

Accepted Answer

The answer of A marketer needs to understand that some...

Question 10

Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band-aid and Ujala are the examples of………..
A)Descriptive Brand Name
B)Suggestive brand name
C)Free Standing brand name
D)Position

Accepted Answer

The answer of Close up, Doordarshan, Frooti, Babool, Fair and...

Question 11

Kadak, Xerox, Exxon, Fidji are examples of____________________
A)Free Standing brand name
B)Descriptive Brand Name
C)Suggestive brand name
D)Suggestive and descriptive name

Accepted Answer

These are examples of Free Standing brand names, which means they do not describe the product or service but stand on their own as a unique identifier.

Question 12

Whisper, Visa, Tropicana, Surf, Limca, Crush, Denim are examples of__________
A)Descriptive Brand Name
B)Suggestive brand name
C)Free Standing brand name
D)None of the above

Accepted Answer

The answer of Whisper, Visa, Tropicana, Surf, Limca, Crush, Denim...

Question 13

Watches sold as a Jewellery is related to_____________
A)Titan Raga
B)Tanishq
C)Swatch
D)GoldPlus

Accepted Answer

The answer of Watches sold as a Jewellery is related...

Question 14

Vaseline- petroleum jelly sold as lip salve and moisturizer, is an example of_____________
A)Benefit related positioning
B)Positioning by usage occasion and time of use
C)Category related positioning
D)Price Quality positioning

Accepted Answer

Vaseline, being a petroleum jelly marketed as a lip salve and moisturizer, is an example of category-related positioning because it positions itself within a specific category of products (moisturizers and lip care products) based on its function and utility.

Question 15

"Jod jo tootega nahin" tagline is related with brand……
A)M-Seal
B)Fevikwik
C)Fevicol
D)Ambuja cement

Accepted Answer

The tagline "Jod jo tootega nahin" is associated with Fevicol, a brand known for its strong adhesives. This tagline emphasizes the strength and durability of their bond.

Question 16

Lifebuoy - kills the germs you cannot see, is an example of_____________________
A)Emotional benefit related to positioning
B)Functional benefit related positioning
C)Usage occasion related to positioning
D)Health-related positioning

Accepted Answer

The statement "kills the germs you cannot see" highlights a functional benefit of the product, emphasizing its effectiveness in eliminating germs, which is a practical and tangible advantage.

Question 17

Match the correct
1) Close up
2) JK Tyres
3) J&J
4) Liril
i. Fresh
ii. Caring
iii. In control
iv. Confident
Options:
A)1(ii), 2(iii), 3(i), 4(iv)
B)1(ii), 2(iv), 3(i), 4(iii)
C)1(iv), 2(iii), 3(ii), 4(i)
D)1(ii), 2(iii), 3(iv), 4(i)

Accepted Answer

Close up is associated with confidence, JK Tyres with being in control, J&J with caring, and Liril with freshness.

Question 18

Which is not an example of Positioning by usage occasion and time of use?
A)Listerine - night time rinse
B)Nescafe - Great start to the morning
C)NIIT (Inspired……life begins at NIIT)
D)Domino's (When families are having fun)

Accepted Answer

Positioning by usage occasion and time of use refers to marketing strategies that target specific occasions or times when a product is most likely to be used. NIIT's slogan "Inspired……life begins at NIIT" does not refer to a specific usage occasion or time of use, unlike the other options which clearly target specific times or occasions for product use.

Question 19

marketing is a process which aims at _________________
A)production
B)profit making
C)satisfaction of customer needs
D)selling products

Accepted Answer

Marketing is fundamentally about identifying and meeting customer needs, ensuring that the products or services offered find a market where they fulfill the wants or requirements of consumers.

Quiz 4: Brand Identity and Positioning

Interactive media can be best described as________________

The mental act, condition or habit of placing trust or confidence in another shows which of the following options?

________refers to a brands objective (functional) attributes in relation to other brands.

________defines what the brand thinks about the consumer, as per the consumer.

________includes two aspects of a brand - its associations and its personality.

________includes all that is linked up in memory about the brand. It could be specific to attributes, features, benefits or looks of the brand.

________includes two visual signals of a brand - its character (e.g. Amul girl, Pillsbury doughboy) and its logo. Both are elements of brand identity.

___________can be thought of as a perceptual map of in which like products of the same company (say, toothpaste) are positioned very close to one another and compete more with one another than with brands of other companies.

A marketer needs to understand that some 'general traits' of a brand name are:

Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band-aid and Ujala are the examples of………..

Kadak, Xerox, Exxon, Fidji are examples of____________________

Whisper, Visa, Tropicana, Surf, Limca, Crush, Denim are examples of__________

Watches sold as a Jewellery is related to_____________

Vaseline- petroleum jelly sold as lip salve and moisturizer, is an example of_____________

"Jod jo tootega nahin" tagline is related with brand……

Lifebuoy - kills the germs you cannot see, is an example of_____________________

Match the correct 1) Close up 2) JK Tyres 3) J&J 4) Liril i. Fresh ii. Caring iii. In control iv. Confident Options:

Which is not an example of Positioning by usage occasion and time of use?

marketing is a process which aims at _________________