Marketing Management Questionnaire

Q1 Brand Equity is defined by David Aaker as ” a set of assets (and liabilities) linked to a brand’s name and symbol that adds to ( or subtracts from) the value provided by a product or service to a firm or that firm’s customers.” This definition can be broken into five dimensions. Which one is not one of the five dimensions?

Select one:

a. Brand Awareness

b. Brand Association

c. Brand Loyalty

d. Perceived Quality

e. Brand Roles

2. Integrated Marketing Communications ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC, as we’ll call it, means integrating all the promotional tools, so that they work together in harmony.

Why is IMC important?

Select one:

a. Delivering a unified message to end-users through various channels has better chances of attracting customers

b. A targeted audience receives consistent, persuasive, and reinforcing brand messaging in an integrated and comprehensive way to move buyer’s through the decision making process

c. A consistent brand voice helps build stronger relationships with consumers

d. The process starts with the customer or prospect and then works back to the brand (identity) communicator in determining the most appropriate messages and media for informing, persuading and inducing customers and prospects to act as planned towards the brand

e. All of the above

Q3 ) Which of the following step is not included in our textbook of the Market Research Process?

Select one:

a. Collect the Data

b. Design the Data

c. Report the Findings

d. Establish Research Design

e. Analyze the Dat

Q4 ) The following generational group’s representative values are describing Baby Boomers.

* Pragmatic

* Optimistic

* Team players

* Savvy consumers

* Edgy

* Focused on urban style

* More idealistic than Gen X

* Technology comes naturally

Select one:

True

False