A Increasing the number of consumers who prefer the brand over another
B Increasing the number of consumers who know about your brand
C Increasing the number of consumers who consider buying your brand
D Using the power of the brand name
E Making sure your consumers want to buy your brand again and again
153 Т Anadvertising campaign is an example of brand ________.
A behaviour
B experience
C strategy
D management
E equity
154 Т The brand ________ is a statement of the human characteristics of a brand.
A strategy
B personality
C value
D mission
E touchpoints
155 Т Cinema advertising, packaging and website design are all examples of _______.
A strategy
B personality
C value
D mission
E touchpoints
156 Т You stretch a brand when you _______the range of products in the brand.
A decrease
B increase
C fall
D rise
E drop
157 Т You stretch a brand when you increase the range _______ products in the brand.
A from
B at
C on
D of
E for
158 Т A brand that uses the same style in all its communications is doing _______..
A touchpoints
B total branding
C brand behaviour
D brand management
E brand value
159 Т Our _______ means you can easily adapt the service to your needs.
A flexibility
B outlook
C fresh
D luxury
E easy to be
160 Т We value ______ and we design our products with this in mind.
A fun
B simplicity
C inspirational
D outlook
E fresh
161 Т Our product is ______.
A easy to be
B easy to use
C easy to cost
D easy to
E easy to do
162 Т We are _______ about food.
A knowledgeable
B luxury
C heritage
D easy to
E fresh
163 Т We are a low cost, value for _______ brand.
A lifestyle
B fun
C money
D great taste
E fresh
164 Т Brand value: we are ________ and creative from product concept to packaging and delivery.
A Innovative
B Luxury
C Respected
D Dependable
E Accessible
165 Т Brand value: We have a strong heritage in our area and we are knowledgeable
A Respected
B Innovative
C Luxury
D Inspirational
E Independent
166 Т Brand value: We value creativity, ours and yours
A Respected
B Innovative
C Luxury
D Inspirational
E Independent
167 Т Brand value: We believe that beautiful things have a high value and are worth the investment
A Respected
B Innovative
C Luxury
D Inspirational
E Independent
168 Т Brand value: Products are adapted to new trends and behaviour
A Honesty
B Freshness
C Modernity
D Educational
E Fun
169 Т Brand value: The production chain is kept as short as possible. Florette products are fresh and crunchy!
A Honesty
B Freshness
C Modernity
D Educational
E Fun
170 Т Brand value: healthy products, ready to eat or cook: eat well and be good to yourself at the same time.
A Freshness
B Modernity
C Knowledgeable
D Naturalness
E Dynamic
171 Т the brand helps you discover or find out about things
A Discovery
B Pleasure
C Passionate
D Dynamic
E Luxury
172 Т The brand gives you enjoyable experience
A Discovery
B Pleasure
C Passionate
D Dynamic
E Luxury
173 Т The consumer and the brand share the same passions or strong feelings
A Discovery
B Pleasure
C Passionate
D Dynamic
E Luxury
174 Т The brand can inspire the consumer to think about new things
A Pleasure
B Passionate
C Dynamic
D Luxury
E Inspirational
175 Т The brand is enthusiastic and has a lot of energy; it is constantly changing and adapting to the consumer.
A Pleasure
B Passionate
C Dynamic
D Luxury
E Natural
176 Т The brand promises high level of comfort and beauty at a high price
A Pleasure
B Passionate
C Dynamic
D Luxury
E Natural
177 Т ________ like to try out new trends and products
A Early adopters
B Customer segment
C Customer profile
D Silver market
E Customer household
178 Т The ______ is getting bigger as people live longer
A Customer segment
B Customer profile
C Silver market
D Customer household
E Early adopters
179 Т The ________ try products that are well established in the marketplace.
A Late majority
B Early majority
C Silver market
D Customer segment
E Customer profile
180 Т Companies can build up a _______ using market research.
A Late majority
B Early majority
C Silver market
D Married majority
E Customer profile
181 Т Health insurance that covers the needs of people late in the _____.
A Life cycle
B Lifestyle
C Appeal
D Income
E Affluent
182 Т A hair care range for men with a modern _____ and a self-indulgent attitude.
A Life cycle
B Lifestyle
C Appeal
D Income
E Affluent
183 Т A new TV channel broadcasting programmes that ______ to homosexuals
A Life cycle
B Lifestyle
C Appeal
D Income
E Affluent
184 Т A luxury range of executive stationary for an _______ market segment
A Life cycle
B Lifestyle
C Appeal
D Income
E Affluent
185 Т Cheap to produce but fasionable sports shoes for a low ______ segment
A Life cycle
B Lifestyle
C Appeal
D Income
E Affluent
186 Т Market segment: Cheap to produce but fasionable sports shoes for a low income segment.
A The silver market
B Teenagers
C C-level executives
D metrosexuals
E Gay and lesbian market
187 Т Market segment: A luxury range of executive stationary for an affluent market segment
A The silver market
B Teenagers
C C-level executives
D metrosexuals
E Gay and lesbian market
188 Т Market segment: A new TV channel broadcasting programmes that appeal to homosexuals
A The silver market
B Teenagers
C C-level executives
D metrosexuals
E Gay and lesbian market
189 Т Market segment: A hair care range for men with a modern lifestyle and a self-indulgent attitude.
A The silver market
B Teenagers
C C-level executives
D metrosexuals
E Gay and lesbian market
190 Т Market segment: Health insurance that covers the needs of people late in the life cycle.
A The silver market
B Teenagers
C C-level executives
D metrosexuals
E Gay and lesbian market
191 Т ______ follows the trends that have been tested by early majority.
A Early majority
B Late majority
C Innovators
D Laggards
E Early adopters
192 Т ______ identify trends early and like to be associated with the start of a trend.
A Early majority
B Late majority
C Innovators
D Laggards
E Early adopters
193 Т _______ follows the trends set by the early adopters.
A Early majority
B Late majority
C Innovators
D Laggards
E Early adopters
194 Т ______ are the last group of people to buy a product or brand: indeed they may never buy it.
A Early majority
B Late majority
C Innovators
D Laggards
E Early adopters
195 Т Demographics and psychographics are used to _____ by using data to build up a customer profile.
A Target a segment
B household
C Image
D Early adopters
E Laggards
196 Т Market segmentation: Life cycle
A Single, married, with children
B How much money a person earn
C The highest education that person has
D A way of life that reflects a person’s values and attitudes
E How a person feels or thinks about issues, people, brand
197 Т Market segmentation: Education
A Single, married, with children
B How much money a person earn
C The highest education that person has
D A way of life that reflects a person’s values and attitudes
E How a person feels or thinks about issues, people, brand
198 Т Market segmentation: Lifestyle
A Single, married, with children
B How much money a person earn
C The highest education that person has
D A way of life that reflects a person’s values and attitudes
E How a person feels or thinks about issues, people, brand
199 Т Market segmentation: Income
A Single, married, with children
B How much money a person earn
C The highest education that person has
D A way of life that reflects a person’s values and attitudes
E How a person feels or thinks about issues, people, brand
200 Т Market segmentation: Attitudes and opinions
A Single, married, with children
B How much money a person earn
C The highest education that person has
D A way of life that reflects a person’s values and attitudes
E How a person feels or thinks about issues, people, brand
201 Т Age group: The silver market
A Seniors over 70 years old
B Thirteen to nineteen years old
C Born after baby boomers
D Born after Generation X
E Eight to twelve years old
202 Т Age group: teenagers
A Seniors over 70 years old
B Thirteen to nineteen years old
C Born after baby boomers
D Born after Generation X
E Eight to twelve years old
203 Т Age group: tweens
A Seniors over 70 years old
B Thirteen to nineteen years old
C Born after baby boomers
D Born after Generation X
E Eight to twelve years old
204 Т Age group: twentysomethings
A Seniors over 70 years old
B Thirteen to nineteen years old
C Twenty to twenty-nine years old
D Born after Generation X
E Eight to twelve years old
205 Т Lifestyle market segments: metrosexuals
A Men concerned with self image and self-indulgence, living in large modern cities
B People who have the power to decide what to buy in a company or family
C People who are high in the management structure of a company(CFO,CEO,CMO)
D Seniors over 70 years old
E C=level executives
206 Т Social grade: A
A Social status: middle class
B Social status: upper middle class
C Social status: lower middle class
D Social status: working class
E Social status: those at lowest level of subsistence
207 Т Social grade: B
A Social status: middle class
B Social status: upper middle class
C Social status: lower middle class
D Social status: working class
E Social status: those at lowest level of subsistence
208 Т Social grade: C1
A Social status: middle class
B Social status: upper middle class
C Social status: lower middle class
D Social status: working class
E Social status: those at lowest level of subsistence
209 Т Social grade: C2
A Social status: middle class
B Social status: skilled working class
C Social status: lower middle class
D Social status: working class
E Social status: those at lowest level of subsistence
210 Т Social grade: D
A Social status: middle class
B Social status: upper middle class
C Social status: lower middle class
D Social status: working class
E Social status: those at lowest level of subsistence
211 Т Social grade: E
A Social status: middle class
B Social status: upper middle class
C Social status: lower middle class
D Social status: working class
E Social status: those at lowest level of subsistence
212 Т A consumer buys a chocolate bar because he is hungry
A Physiological needs
B Safety needs
C Social needs
D Esteem needs
E Self-fulfilment needs
213 Т A consumer buys a smoke alarm for her house because she wants to be warned if there is a fire
A Physiological needs
B Safety needs
C Social needs
D Esteem needs
E Self-fulfilment needs
214 Т A consumer buys a yearly subscription to a swimming pool because she would like to train and win a gold medal at the Olympic Games
A Physiological needs
B Safety needs
C Social needs
D Esteem needs
E Self-fulfilment needs
215 Т A consumer buys the latest fashion accessory so that she can look and feel good.
A Physiological needs
B Safety needs
C Social needs
D Esteem needs
E Self-fulfilment needs
216 Т A consumer buys popcorn and drinks because he has invited his friends round to watch an important football match on the television
A Physiological needs
B Safety needs
C Social needs
D Esteem needs
E Self-fulfilment needs
217 Т The Consumer Life Cycle shows how consumer needs change ____a period of time
A after
B over
C from
D with
E on
218 Т Buying food and drink is an example of satisfying a physiological _____.
A Need
B Lifestyle
C Life cycle
D Social need
E Safety need
219 Т Purchasing behavior: The actual decision to buy a product
A Purchase intention
B Final purchasing decision
C Routine purchases
D Personal involvement
E Impulse purchasing
220 Т Purchasing behavior: Thought and psychological investment from the consumer
A Purchase intention
B Final purchasing decision
C Routine purchases
D Personal involvement
E Impulse purchasing
221 Т Purchasing behavior: Plans to buy
A Purchase intentions
B Final purchasing decision
C Routine purchases
D Personal involvement
E Impulse purchasing
222 Т Purchasing behavior: Purchases without any thought because they are a habit
A Purchase intention
B Final purchasing decision
C Routine purchases
D Personal involvement
E Impulse purchasing
223 Т Purchasing behavior: Shopping habit
A Purchase intention
B Final purchasing decision
C Routine purchases
D Personal involvement
E Purchasing pattern
224 Т Purchasing behavior: Buying something you like when you see it
A Purchase intention
B Final purchasing decision
C Routine purchases
D Personal involvement
E Impulse purchasing
225 Т Use a high price where there is a substantial competitive advantage_ for example, rooms in Savoy hotels
A Premium pricing
B Penetration pricing
C Economy pricing
D Psychological pricing
E Captive product pricing
226 Т The price charged for products and services is set artificially low in order to gain market share.
A Premium pricing
B Penetration pricing
C Economy pricing
D Psychological pricing
E Captive product pricing
227 Т Marketing and manufacturing costs are kept to a minimum. Supermarkets often have economy brands for soups, spaghetti, etc.
A Premium pricing
B Penetration pricing
C Economy pricing
D Psychological pricing
E Captive product pricing
228 Т The consumer responds on an emotional, rather than rational, basis. For example, charging 99 cent instead of 1 dollar
A Premium pricing
B Penetration pricing
C Economy pricing
D Psychological pricing
E Captive product pricing
229 Т Companies will charge a premium price where the consumer cannot choose a competitive product.
A Premium pricing
B Penetration pricing
C Economy pricing
D Psychological pricing
E Captive product pricing
230 Т Sellers combine several products in the same package. This also serves to move old stock.Videos and CDs are often sold using the bundle approach.
A Premium pricing
B Penetration pricing
C Economy pricing
D Psychological pricing
E Product bundle pricing
231 Т Charging a high amount of bottles of water inside a football stadium during the World Cup
A Premium pricing
B Penetration pricing
C Economy pricing
D Psychological pricing
E Captive product pricing
232 Т Charging 2,95 dollars instead of 3 dollars
A Premium pricing
B Penetration pricing
C Economy pricing
D Psychological pricing
E Captive product pricing
233 Т Charging a low price to win sales in a new market
A Premium pricing
B Penetration pricing
C Economy pricing
D Psychological pricing
E Captive product pricing
234 Т Packaging shampoo, conditioner and hair gel from the same hair care product line together, and charging one price for the lot
A Premium pricing
B Penetration pricing
C Economy pricing
D Psychological pricing
E Product bundle pricing
235 Т What is the value of the product or service for the consumer?
A Alternative solution
B Ease of comparison
C Unique benefits
D Monetary significance
E Demand
236 Т What is special or different about the product or service?
A Alternative solution
B Ease of comparison
C Unique benefits
D Monetary significance
E Demand
237 Т Is it difficult to compare the price and quality of similar products or services?
A Alternative solution
B Ease of comparison
C Unique benefits
D Monetary significance
E Demand
238 Т How many people want to buy the product or service?
A Alternative solution
B Ease of comparison
C Unique benefits
D Monetary significance
E Demand
239 Т How many similar products or services are there on the market?
A Alternative solution
B Ease of comparison
C Unique benefits
D Monetary significance
E Demand
240 Т What else does the consumer need to pay for in order to use the product or service?
A Alternative solution
B Ease of comparison
C Unique benefits
D Complementary costs
E Demand
241 Т How much does a change in price affect consumer demand for the product or service?
A Alternative solution
B Ease of comparison
C Unique benefits
D Price sensitivity
E Demand
242 Т What is the monetary ______ of the product or service?
A Unique
B Solution
C Significance
D Costs
E sensitive
243 Т Does it have _______ benefits?
A Unique
B Solution
C Significance
D Costs
E sensitive
244 Т Finally, you need to carry out a price test to check the price _______ you are considering.
A points
B unique
C solution
D significance
E costs
245 Т The _____ price is the amount that the consumer is prepared to pay for the product or service.
A points
B fair
C bargain
D premium
E costs
246 Т A _______ price is a low price that may be used during special offers or promotional pricing.
A points
B fair
C bargain
D premium
E costs
247 Т Does the consumer have any alternative _______?
A Unique
B Solution
C Significance
D Costs
E Sensitive
248 Т For a luxury brand it is essential to follow a _______ pricing strategy in order to maintain the brand image.
A points
B fair
C bargain
D premium
E costs
249 Т After a mailshot we always make ______ -up calls.
A Follow
B Recorded
C Lead
D Captive
E Phone
250 Т Telemarketing provides a __________ audience for the sales team.
A Follow
B Recorded
C Lead
D Captive
E Phone
251 Т Our ______ telemarketing operators handle calls from clients.
A Follow
B inbound
C Lead
D Captive
E Phone
252 Т We plan to use telemarketing for _______ generation.
A Follow
B inbound
C Lead
D Captive
E Phone
253 Т A ______ message is cheaper than a live operator.
A Follow
B Recorded
C Lead
D Captive
E Live
254 Т _____ telemarketing will help us to generate leads.
A outbound
B voice
C Follow
D Recorded
E Lead
255 Т We decided to use _______ telemarketing.
A outbound
B voice
C prospect
D follow
E recorded
256 Т Use ______ marketing to increase the number of subscribers to the newspaper
A Immediate
B Direct
C Conversion
D Script
E Objection
257 Т Telemarketing operators received special training to ________ with objections
A contact
B Deal
C script
D conversion
E captive
258 Т Hello, my name is John.I’m calling ______ behalf of Jupiter Software.
A On
B In
C At
D For
E To
259 Т Are you the person in charge _______ this?
A In
B On
C Of
D For
E To
260 Т The reason ______ my call is to find out if you are interested in our latest products.
A For
B To
C In
D On
E At
261 Т The reason for my call is to find ______ if you are interested in our latest products.
A In
B On
C Out
D Of
E To
262 Т The reason for my call is to find out if you are interested ______ our latest products.
A For
B In
C With
D Without
E At
263 Т The reason for my call is _______out if you are interested in our latest products.
A finding
B Find
C Found
D To find
E to finding
264 Т _________ available for an appointment?
A Are you
B Do you
C Did you
D Is you
E If you
265 Т _____ product
A healthcare
B nondurable
C convenience
D hard
E consume
266 Т We must be responsive and ______ - driven. Have you identified the customer needs and demand?
A customer
B limited
C new
D technically
E viable
267 Т We should _______some sensory research
A carry out
B test
C rollout across
D result
E launch
268 Т Communications will be responsible for _______ and developing the corporate communications strategy
A define
B To defining
C defined
D To define
E defining
269 Т _________ is advertising about the organization rather than its products or services
A Corporate advertising
B Mission statement
C Potential market
D Advertising budget
E Customer loyalty
270 Т Media budget
A The amount of money set aside for advertising
B Advertising in public spaces such as billboards, posters, etc.
C To give a presentation saying why you are the best supplier for the job
D An estimate of how much money is needed to implement the marketing plan
E Making contacts with people who might be useful for you professionally
271 Т Product:
A Branding
B Discount
C accessibility
D Direct marketing
E competitors
272 Т Price:
A Branding
B Discount
C accessibility
D Direct marketing
E competitors
273 Т Place:
A Branding
B Discount
C delivery
D Direct marketing
E competitors
274 Т Promotion:
A Branding
B Discount
C Accessibility
D Direct marketing
E Competitors
275 Т People:
A Reputation
B Customer
C Discount
D Direct marketing
E Branding
276 Т Product:
A Customer needs
B Affordability
C Accessibility
D Awareness
E Operations
277 Т Price:
A objects
B Affordability
C Accessibility
D awareness
E operations
278 Т Place:
A Acceptability
B Affordability
C Accessibility
D Awareness
E Operations
279 Т Promotion:
A Acceptability
B Affordability
C Accessibility
D Awareness
E Customer needs
280 Т Promotion:
A communication
B Affordability
C Accessibility
D awareness
E Customer needs
281 Т We must ______attention to the product
A aware
B attract
C identified
D meet
E afford
282 Т Promotion:
A acceptability
B Cost to user
C Accessibility
D objectives
E operations
283 Т Product:
A Special deals
B quality
C discounts
D location
E Sales force
284 Т Place
A Special deals
B quality
C discounts
D location
E Sales force
285 Т AIDA is an acronym ____ represents the steps a marketer takes in order to persuade customers to buy a product or service.
A Who
B Which
C Where
D Why
E How
286 Т AIDA is an acronym which represents the steps a marketer takes in order ______customers to buy a product or service.
A To buy
B To service
C to persuade
D To launch
E To deliver
287 Т AIDA is an acronym which represents the steps a marketer takes in order to persuade _________to buy a product or service.
A customers
B Competitors
C Companies
D Purchase
E products
288 Т I’m thinking of……… a house. Do you think that’s a good idea?
A to buy
B to bought
C buying
D buy
E bought
289 Т I’m sure you’ll have no difficulties…………the exam.
A to pass
B to passed
C passing
D passing
E passed
290 Т I’m thinking ______ buying a house. Do you think that’s a good idea?
A in
B to
C Of
D For
E At
291 Т I’m sure you’ll have no _______ to pass the exam.
A Difficulty
B Difficulties
C Difficulting
D Diffy
E Difficult
292 Т I’m thinking ……… a house. Do you think that’s a good idea?
A to buy
B of to buy
C of buying
D buy
E bought
293 Т Television _____ and face- to- face marketing are both being tested in a bid to supplement the charity’s typical over-60s donor base with younger supporters
A Advertising
B Mix
C Price
D Products
E promotional
294 Т I’m thinking ……… a house. Do you think that’s a good idea?
A to buy
B of to buy
C of buying
D buy
E bought
295 Т This type of brand is luxurious and more expensive than some similar products.
A branding
B premium
C leader
D generic
E economy
296 Т Marie Curie Cancer Care is expanding its ______.
A Mix
B Online shop
C Launch
D competitors
E promotional
297 Т Television _____ and face- to- face marketing are both being tested in a bid to supplement the charity’s typical over-60s donor base with younger supporters
A Advertising
B Mix
C Price
D Products
E promotional
298 Т Marie Curie Cancer Care says it is responding to customers’ needs and wants by selling elegant fashionwear _______.
A Advertising
B Mix
C Price
D Products
E promotional
299 Т Marie Curie Cancer Care is reviewing its marketing strategy in an attempt to attract a wider audience. It will stop using ________ techniques, such as mailing and events.
A Advertising
B Mix
C Price
D Products
E promotional
300 Т Our _____ are highly motivated.
A Reputation
B Staff
C Competitors
D Process
E Expensive
