Т building brand awareness

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