Product and Brand Management (MKTG711)-Semester III

Product and Brand Management (MKTG711)-Semester III
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AMITY (Assignment) MBA 3 SEM

1st Module Assessment
Question 1. A _ is a detailed version of the idea stated in meaningful consumer terms. Select one: a. product concept b. product idea c. product feature d. product image Clear my choice Question 2. means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
Select one:
a. Service heterogeneity
b. Service inseparability
c. Service perishability
d. Service intangibility
Clear my choice
Question 3. The concept holds that consumers will favor those products that offer the most quality, performance, or innovative features.
Select one:
a. product
b. marketing
c. production
d. selling
Clear my choice
Question 4. Effective _ is a practical, purposeful and positive approach of improving the company results. Select one: a. Product designing b. Product manufacture c. Product management d. Product differentiation: Clear my choice Question 5. A Company can expand its product line in which way? Select one: a. product mix b. line mixing c. internal marketing d. line filling Clear my choice Question 6. Which of the following statements about product-mix strategy is true? Select one: a. All of the different flavors of Jell-O gelatin would be an example of a product mix. b. A store that sells nothing but t-shirts has a broad product mix. c. Adding new products to a product mix can help a company’s competitive position. d. A retailer that carries books, toys, video games, and coffee would have a deeper product mix than a store that sells only cosmetics Clear my choice Question 7. Developers are focused on the technology and not the overall .
Select one:
a. service
b. Product
c. organization
d. All of these
Clear my choice
Question 8. Product mix
refers to the number of different product lines the company carries.
Select one:
a. width
b. depth
c. height
d. length
Clear my choice
Question 9. A
is a specific item that different organisations sell in the market to their consumers with the sole purpose of making profits.
Select one:
a. Market
b. Goods
c. Product
d. Things
Clear my choice
Question 10. Color and size of the product, brand and packaging are considered as . Select one: a. Chemical features of product b. Physical features of product c. Product designing d. Product manufacture Clear my choice is the process of distinguishing the differences of a product or offering from others.
Select one:
a. Product differentiation
b. Product designing
c. Product manufacture
d. Product management
Bread and milk are ___
.
Select one:
a. Specialty Products
b. Convenience products
c. Shopping products
d. Unsought products
Question 11. Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is called a(n) . Select one: a. idea b. demand c. product d. service Clear my choice Question 12. One of the key tasks of product managers is and to create consumer perceptions that the product is worth purchasing.
Select one:
a. To make products easily visible and available
b. To promote sales of products
c. To differentiate their products from those of competitors
d. To do marketing surveys
Clear my choice
Question 13. can be produced and marketed as a product.
Select one:
a. Information
b. Celebrities
c. Durable goods
d. Organizations
Clear my choice
Question 14. _ buys products and
uses products.
Select one:
a. consumer & customers
b. buyers & sellers
c. buyers & customers
d. customers & consumer
Clear my choice
Question 15. are consumer products and services with unique characteristics or brand identification for which a significant group of buyers are willing to make a special purchase effort.
Select one:
a. Industrial products
b. Shopping products
c. Unsought products
d. Specialty products
Clear my choice
Question 16. Adding new features to a product is advocated by . Select one: a. Product Approach b. Production Approach c. Marketing Approach d. Selling Approach Clear my choice Question 17. Companies selling mass consumer goods and services such as soft drinks, cosmetics, air travel, and athletic shoes and equipment spend a great deal of time trying to establish a superior brand image in markets called _
.
Select one:
a. business markets
b. global markets
c. consumer markets
d. nonprofit and governmental markets

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AMITY (Assignment) MBA 3 SEM

2nd Module Assessment

Question 1. Which of the following is not a characteristic of “Market Introduction Stage” in PLC?
Select one:
a. Demand has to be created
b. Costs are low
c. Makes no money at this stage
d. Slow sales volume to start
Clear my choice
Question 2. In stage of the product life cycle profits peak.
Select one:
a. Introduction
b. Growth
c. Maturity
d. Decline
Clear my choice
Question 3. In _ stage of the product life cycle, advertising and promotion are aimed at retaining existing customers and persuading customers to switch from competitor products. Select one: a. Maturity b. Introduction c. Growth d. Saturation Clear my choice Question 4. In ____stage of the product life cycle sales are at its peak. Select one: a. Introduction b. Growth c. Decline d. Saturation Clear my choice Question 5. When a company retains the product but reduces marketing support costs it is in what stage of the PLC? Select one: a. decline b. maturity c. growth d. introduction Clear my choice Question 6. Price competition starts to occur in _____
phase of the product life cycle.
Select one:
a. Introduction
b. Growth
c. Saturation
d. Decline
Clear my choice
Question 7. In “Product Life Cycle” the stage that represents rapid growth of product sales is . Select one: a. Market introduction phase b. Growth phase: c. Saturation phase d. Mature phase Clear my choice Question 8. Which is the next stage after “Idea Generation” in “New Product Development Process”? Select one: a. Feature specification b. Testing c. Development d. Idea Screening Clear my choice Question 9. The marketing objective for the maturity stage of the PLC is to .
Select one:
a. maintain brand loyalty
b. stress differentiation
c. harvest
d. deletion
Clear my choice
Question 10. The product life cycle describes the stages a new product goes through in the .
Select one:
a. introduction phase
b. test market
c. product development
d. marketplace
Clear my choice
Question 11. What is the producer’s strategic objective at the startup and production stage of the product life cycle?
Select one:
a. cash flow and profit
b. profit
c. sales growth
d. All of these
Clear my choice
Question 12. Question mark products in the Boston Consulting Group matrix are usually in
stage of their product life cycle.
Select one:
a. Introduction
b. Growth
c. Maturity
d. Decline
Clear my choice
Question 13. Developing a unique superior product with high quality, new features, and high value in use is _ in new product development strategy. Select one: a. New product development process b. Typical reasons for failure c. Success factors d. Product concept Clear my choice Question 14. With reference to the product life cycle management, the term technological risk refers to .
Select one:
a. lost sales related to deferring investments
b. lost sales related to making unprofitable investments
c. losses related to declining market share for companies that are not technological leaders
d. losses related to research and development costs
Clear my choice
Question 15. All of the following are accurate descriptions of new product ideas, except which one?
Select one:
a. New product development starts with idea generation.
b. Some companies use brainstorming exercises that expand people’s minds and generate new ideas around the client’s problem.
c. At the beginning of the process, carefully scrutinize each idea and throw far-fetched and impractical ones out the window.
d. Customers must be careful not to rely too heavily on customer input when developing new products.
Clear my choice
Question 16. Increased competition leads to price decrease, increasing public awareness, sales volume increase significantly are the characteristics of
in PLC.
Select one:
a. Mature stage
b. Decline stage
c. Growth stage
d. Market introduction stage
Clear my choice
Question 17. Which of the following is/are product life cycle extension strategies?
Select one:
a. Product development and unrelated diversification
b. Market development and product development
c. Market development
d. Product development
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AMITY (Assignment) MBA 3 SEM

3rd Module Assessment

Question 1. _ is as if ‘ making the brand come alive’. Select one: a. Brand Personality b. Brand Image c. Brand Audit d. Brand Value Clear my choice Question 2. A brand is defined as an _ asset.
Select one:
a. Liquid
b. Fixed
c. Current
d. Intangible
Clear my choice
Question 3.
helps make purchasing decisions easier.
Select one:
a. Brand
b. Branding
c. Brand Identity
d. Brand Essence
Clear my choice
Question 4. Nike has the distinctive “swoosh” logo, the “Just Do It” slogan, and the “Nike” name based on a mythological goddess. These items are called .
Select one:
a. brand identities
b. brand elements
c. Brand Communication
d. Brand Extension
Clear my choice
Question 5.
defines what the brand thinks about the consumer, as per the consumer.
Select one:
a. Brand attitude
b. Brand positioning
c. Brand relationship
d. Brand manage
Clear my choice
Question 6. It is used to identify the brand, to enhance brand awareness and to facilitate unique brand associations.
Select one:
a. Brand Elements
b. Brand Personality
c. Brand Positioning
d. Brand Marketing
Clear my choice
Question 7. ___
is the difference between what a brand promises to deliver in its communications and what it actually does.
Select one:
a. Brand Differentiation
b. Brand Gap
c. Brand Communication
d. Brand Extension
Clear my choice
Question 8. One of the jobs of marketers is _ and to create consumer perceptions that the product is worth purchasing.
Select one:
a. To make products easily visible and available
b. To promote sales of products
c. To differentiate their products from those of competitors
d. To do marketing surveys
Clear my choice
Question 9. is a measure of the attachment that a customer has to a brand. Select one: a. Brand Loyalty b. Brand Equity c. Brand Recall d. Image Clear my choice Question 10. may be tested in two forms: Aided recall & Unaided recall.
Select one:
a. Brand Recall
b. Brand Awareness
c. Relevance
d. Price
Clear my choice
Question 11. This is a scenario in which the customers have too limited a awareness of the brand.
Select one:
a. Under Positioning
b. Over Positioning
c. Confused Positioning
d. Double Positioning
Clear my choice
Question 12. 3 C’s of branding are
, consistency and constancy.
Select one:
a. Continuity
b. Coverage
c. Collaboration
d. Clarity
Clear my choice
Question 13. _ is the difference between what a brand promises to deliver in its communications and what it actually does.
Select one:
a. Brand Differentiation
b. Brand Gap
c. Brand Communication
d. Brand Extension
Clear my choice
Question 14. Careful brand management look for to build product or services related to the . Select one: a. target audience b. cost c. profit d. All of these Clear my choice Question 15. Which of the following is not an objective of Brand management? Select one: a. To Establish An Identity For The Product Or A Group Of Products. b. To Establish An Identity For The Product Or A Group Of Products. c. To Do Telly Calling And Acquire Sales d. To Acquire Place For The Product In Consumers’ Minds For High And Consistent Quality. Clear my choice Question 16. A clothing marketer is planning to launch an existing brand name into a new product category. Which brand development strategy should be implemented? Select one: a. line extension b. rebranding c. brand extension d. multibranding Clear my choice Question 17. Clearness regarding proportions of brands is clarity in .
Select one:
a. functions of brand
b. aspects of differentiation
c. both of given options
d. none of given options

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AMITY (Assignment) MBA 3 SEM
4th Module Assessment
Question 1. Branding makes _ comparisons difficult. Select one: a. people b. Price c. place d. All of these Clear my choice

Question 2. Brand feelings are customers’ emotional responses and __ with respect to the brand.
Select one:
a. Actions
b. Interaction
c. Reactions
d. All of these
Clear my choice
Question 3. Brand awareness consists of brand recognition and brand .
Select one:
a. Growth
b. Recall
c. Presence
d. Identity
Clear my choice
Question 4. Achieving the right brand identity means creating brand _
with customers.
Select one:
a. Salience
b. Resonance
c. Awareness
d. Loyalty
Clear my choice
Question 5. Brand _ is a customer’s personal opinion about a brand.
Select one:
a. Judgment
b. Image
c. Identity
d. Personality
Clear my choice
Question 6. Over a period of time, brands are built through marketing activities and
.
Select one:
a. Communications:
b. technology
c. services
d. All of these
Clear my choice
Question 7. A
is a graphic mark, emblem or symbol commonly used by commercial enterprises, organisations and even individuals to aid and promote instant public recognition.
Select one:
a. Logo
b. Slogan
c. Tag line
d. Symbols
Clear my choice
Question 8. Brand personality is a set of
characteristics associated with the brand.
Select one:
a. Human
b. Computer
c. Product
d. Artificial Intelligence
Clear my choice
Question 9. Creating and securing a brand name in the physical world requires extensive marketing . Select one: a. Research b. strategy c. effort d. media Clear my choice Question 10. Brand knowledge refers to brand __
.
Select one:
a. Awareness
b. Recall
c. Personality
d. Persona
Clear my choice
Question 11. In ancient Roman and Greek society, shopkeepers hung pictures above their shops of the products they sold. There was a high degree of illiteracy in those days, the pictorial representation did help the buyers. Each retailer then started developing symbols to represent his speciality. This concept is called . Select one: a. Brand Extension b. Brand Diversification c. Brand Equity d. Brand Evolution Clear my choice Question 12. In the purchase process, consumers seek values of the brand’s capability. They evaluate a brand perceptually against criteria such as reliability, feel-good factor, superiority to other competitive brands, etc. Hence, Brands are treated as in the consumers’ mind.
Select one:
a. perceptions
b. commitment
c. loyalty:
d. All of these
Clear my choice
Question 13. The strategic brand management process starts with understanding what the brand represents and how it is _
with respect to its competitors.
Select one:
a. Positioned
b. Targeted
c. Segmented
d. Promoted
Clear my choice
Question 14. A _ brand may be kept around despite dwindling sales because they still manage to hold on to a sufficient number of customers and maintain profitability with little or no marketing support. Select one: a. low-end entry level b. cash cow c. question mark d. low-end entry level Clear my choice Question 15. Many brick-and-click competitors became stronger contenders in the marketplace than the pure-click firms because they had a larger pool of resources to work with and .
Select one:
a. better prices
b. greater value
c. well-established brand names
d. one-on-one communications
Clear my choice
Question 16. Vehicles dealing with particular areas of interest, such as sports, hobbies or finance, are the ones most likely to have lifestyle and product – usage data in addition to _ profiles. Select one: a. media b. demographic c. audience d. brand Clear my choice Question 17. Dannon Yogurt offers several types of new yogurts, Fruit on the Bottom, Natural Flavours, and Fruit Blends to name a few. This is an example of a _.
Select one:
a. category extension
b. line extension
c. brand variant
d. sub-brand

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AMITY (Assignment) MBA 3 SEM
5th Module Assessment
Pick the odd one.
Select one:
a. HCL
b. Nestle
c. HUL
d. None of these
Question 1. _ is important for creating and sustaining brand equity. Select one: a. Strategic Brand Management Process b. Actions c. Interaction d. Reactions Clear my choice Question 2. majorly focuses on maintaining the Brand Equity.
Select one:
a. Sponsorship
b. Modifier
c. Brand Reinforcement
d. Branding
Clear my choice
Question 3. What is more important in brand equity?
Select one:
a. Quality
b. Quantity
c. Customer Perception
d. Customer Experience
Clear my choice
Question 4. often involves a specification of the appropriate core brand values and brand mantra.
Select one:
a. Brand Differentiation
b. Brand Gap
c. Brand Communication
d. Positioning
Clear my choice
Question 5. Out of the following which one is a type of brand audit?
Select one:
a. Brand inventory
b. Brand tracking
c. Brand recall
d. All of these
Clear my choice
Question 6.
is based on premises that a product can be branded in different ways depending on how many new and existing brand elements are used and how they are combined for any one product.
Select one:
a. Brand engagement
b. Brand Reinforcement
c. Brand hierarchy
d. Brand Differentiation
Clear my choice
Question 7. is the ability to identify a brand under different conditions. Select one: a. Brand Differentiation b. Brand Gap c. Brand Communication d. Brand awareness Clear my choice Question 8. Brand personality is seen as a valuable factor in increasing and brand attachment, in much the same way as people relate and bind to other people.
Select one:
a. Brand Differentiation
b. Brand engagement
c. Brand Communication
d. Brand awareness
Clear my choice
Question 9. Managing involves managing brand within the context of other brands. Select one: a. Brand equity b. people c. Price d. place Clear my choice Question 10. A brand in the memory is a node which is connected with other nodes signifying various associations. It is this network which refers to .
Select one:
a. Brand knowledge
b. Communications
c. technology
d. services
Clear my choice
Nivea, a strong European brand, has expanded its scope from a skin-cream brand to a skin-care and personal-care brand through carefully designed and implemented brand extensions. This is an example of . Select one: a. brand valuation b. brand reinforcement c. brand management d. brand enhancements Question 11. Under Keller’s Brand Equity Model For Building A Strong Brand “What do I think or feel about you?” means .
Select one:
a. Brand Identity
b. Brand Meaning
c. Brand Responses
d. Brand Relationships
Clear my choice
Question 12. A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create brand value is called . Select one: a. the brand life cycle b. the brand value chain c. brand partitioning d. brand portfolio Clear my choice Question 13. ____
can be seen in the way the customer thinks, feels, perceives the product along with its price and market position.
Select one:
a. Brand Extension
b. Brand Diversification
c. Brand Equity
d. Brand Profit
Clear my choice
Question 14. Brand _ are a means to provide in-depth information and insights essential for setting long-term strategic direction for the brand.
Select one:
a. Audit
b. Edit
c. Recalling
d. Rejuvenating
Clear my choice
Question 15. Building brand equity through leveraging secondary brand associations is an __
approach.
Select one:
a. Direct
b. Special
c. Procured
d. Indirect
Clear my choice
Question 16. Brand Asset Valuator (BAV) provides _ measures of the brand quity of thousands brands across different categories.
Select one:
a. Comparative
b. Qualitative
c. Quantitative
d. Price
Clear my choice
Question 17. Which of the following statement is TRUE?
Select one:
a. Brand-essence serves as a metric to evaluate buyer’s marketing strategies.
b. Branding is a useless tool to differentiates the product and the producer
c. Brands give consumers a reason to share the opinions positively
d. Brand can be copied easily

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AMITY (Assignment) MBA 3 SEM
Assignment 2

Case Study:
The value of choosing brand elements strategically to build brand equity can be seen by considering the advantage of having chosen “Apple” as the name for a personal computer. Apple was a simple but well-known word that was distinctive in the product category-factors facilitating the development of brand awareness. The meaning of the name also gave the company a “friendly shine” and warm brand personality. Moreover, the name could be reinforced visually with a logo that could easily transfer across geographic and cultural boundaries. Finally, the name serve as a platform for sub-brands (e.g., as with the Macintosh), aiding the introduction of brand extensions. Thus, as the Apple example illustrates the judicious choice of a brand name can make an appreciable contribution to the creation of brand equity.
What would an idea brand element to be liked? Consider brand names-perhaps the most central of all brand element. Ideally, a brand name would be easily remembered, highly suggestive of both the product class and the particular benefits that served as the basis of this positioning, inherently fun or interesting. Rich with creative potential, transferable to a wide variety of product and geographic settings, enduring in meaning and relevant over time, and strongly protectable both legally and competitively.
Unfortunately, it is difficult to choose a brand name, or any brand element for that matter, that would satisfy all of these different criteria. As noted earlier, the more meaningful the brand name, the more likely is it
that the brand name will not be very transferable to other cultures due to translation problems. Moreover, brand names are generally less adaptable over time. Because it is virtually impossible to find one brand element that will satisfy all the choice criteria, multiple brand elements are typically employed.
A variety of brand elements can be chosen that inherently enhance brand awareness or facilitate the formation of strong, favorable, and unique brand associations.
Question 1. Certain factors should be considered before selecting a brand name. Which one is not one of these factors?
Select one:
a. Distinguish the product from competitive brands
b. Negative or offensive references should be included
c. Evoke positive mental image or Evoke positive emotional reaction
d. Memorable and easy to pronounce or Easy to say, spell and pronounce
Clear my choice
Question 2. Which option is not one of Benefits of Logos?
Select one:
a. Because of their visual nature, logos and symbols are often easily recognized and can be a valuable way to identify products.
b. Because logos are often abstract, without much product meaning, they can be relevant and appropriate in a range of product categories. For example, corporate brands often develop logos because their identity may be needed on a wide range of products.
c. Logos and symbols can be particularly important in services because of their intangible, abstract nature. For example, many insurance firms use symbols of strength security. (E.g., logo of Life Insurance Corporation).
d. None of these
Clear my choice
Question 3. Which option is not one of Benefits of Slogans?
Select one:
a. Slogans can be devised in a number of ways to help build brand equity. Some slogans help to build brand awareness by playing of the brand name in some way (Thumps up, Taste the Thunder, Mango Fruity, Fresh and Juicy etc.).
b. Other slogans build brand awareness even more explicitly by making strong links between the brand and the corresponding product category by combining both entities in the slogan (e.g., “If You’re Not Wearing Dockers. You’re Just Wearing Pants”).
c. Slogans can help to reduce the brand positioning and desired point of difference.
d. Slogans often closely tied to advertising campaigns and can be used as tag lines to summarize the descriptive or persuasive information conveyed in the advertisements.
Clear my choice
Question 4. Elements of a Good Logo are:
Select one:
a. It has a lasting value – trendy logos don’t hold up over time.
b. Appeals to your target market – if your target market is partial to blue then it doesn’t matter that you’re not.
c. Legible – This seems pretty obvious but many people use typefaces and images that can’t be printed or carried to a large sign. Your logo should clearly identify your company and it can’t do that if people don’t understand it.
d. All of these
Clear my choice
Question 5. Select the Tactics to Create a Strong Brand.
Select one:
a. Creating Visual Identity and Advertising
b. Brand Partnerships and Building Media Relations
c. Creating Community Relations and Sales Promotions/Events
d. All of these
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AMITY (Assignment) MBA 3 SEM