Ashworth Semester Exam BM35S 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.

negative

latent

declining

irregular

Question 2

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

latent

irregular

overfull

full

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.

fad

fashion

trend

megatrend

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.

bypass

flank

frontal

guerrilla

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

Interoperability

Backward compatibility

Question 9

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

overhead

variable

average

opportunity

Question 10

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

Interactive marketing

Personal selling

Public relations

Word-of-mouth marketing