Multiple Choice Quiz
Take the quiz test your understanding of the key concepts covered in the chapter. Try testing yourself before you read the chapter to see where your strengths and weaknesses are, then test yourself again once you’ve read the chapter to see how well you’ve understood.
1. Most exported consumer products are adapted in some way to suit the needs of people in different countries. True or false?
2. Any USPs that today’s products have are most likely to be derived from additional services or from brand values than from physical product features. True or false?
3. Packaging is an important part of brand equity. True or false?
4. A line extension is usually a higher risk strategy than a brand extension. True or false?
5. Regular customers are loyal customers. True or false?
6. The Parker pen company make good quality pens and pencils. Their ballpoint pens come in various styles and with different coloured ink. Which ring of the total product offering model does the coloured ink fit into?
- core benefit
- core product
- basic product
- augmented product
- perceived product
c. basic product
7. Which of the following is a truly global (i.e. standardised) product?
- Big Mac
- chicken tikka
- all of the above
- none of the above
8. Gerry is the product manager for a fruit drink. Competition is building and so his strategy is to encourage existing customers to become more regular purchasers and to build brand loyalty. He is introducing different flavours, different sized bottles and low calorie options. He is trying hard to keep the price down and this has helped him to find more distribution outlets for his product. It sounds like this drink is at what stage of the product life cycle?
9. What is brand equity?
- the value of the brand
- the brand’s values
- the shareholders’ perception of the brand
- relative brand image
- the brand’s market share
a. the value of the brand
10. Speedy Sports manufacture athletics equipment and, until recently, sold only to wholesalers and export agents who sold the goods on. Now they have a website and can sell directly to consumers. In addition, several major retailers have approached them with orders. Consumers will be able to buy from retailers or from Speedy Sports Direct. Retailers will be able to buy from wholesalers, agents or the manufacturer. Some of the wholesalers are considering setting up their own direct sales operations. What is this an example of?
- supply chain management
- channel conflict
- distribution channel design
- a zero-level channel
b. channel conflict
11. What is a ‘branded house’?
- a department store
- a company that sells multiple brands
- an alternative name for corporate branding
- a single master brand which spans a set of sub-brands
- a company that owns multiple individual and competing brands
d. a single master brand which spans a set of sub-brands
12. Why do many advertisements contain a pack shot?
- It is to help customers to recognise the packaging and remember the message of the advert.
- It is a legal requirement.
- It is a requirement of the advertising code of practice.
- It ensures customers will remember the advert and what product it was for.
- It is because packaging represents a major investment and should therefore be shown off at every opportunity.
a. It is to help customers to recognise the packaging and remember the message of the advert.
13. What is pattern advertising?
- adverts for designer clothes
- adverts that do not show the product being advertised
- a sequence of adverts that tell a story
- abstract advertising designed to get around the advertising code of practice
- adverts that look similar but use different images and slogans for different audiences
14. What type of brand is Tesco Cola?
- copycat brand
- own label brand
- public limited brand
- umbrella brand
- individual brand
b. own label brand
15. Why did the makers of the cleaning product Jif change its name to Cif?
- It was done as part of an international standardisation strategy.
- They were sued by the makers of Jif lemon juice.
- It was done because ‘cif’ means ‘clean’ in a number of languages.
- It was done as part of their product portfolio management – they had too many similar products.
- It was a printing error.
a. It was done as part of an international standardisation strategy.
16. Who tried, unsuccessfully, to re-brand themselves as Consignia?
- British Telecom
- Royal Mail
- Virgin Media
- The Home Delivery Network
c. Royal Mail
17. Which of the following is part of a brand’s identity?
- audience perceptions
18. Sony laptops have a sticker on them which says ‘Intel inside’. This is an example of what?
- corporate branding
- dual branding
- piggyback branding
19. Little Piggy is a brand of upmarket sausages sold through independent groceries and butchers. The marketing team want to build on the brand’s success by broadening their product portfolio. They plan to start with Little Piggy pies. What kind of branding strategy is this?
- line extension
- range extension
- brand extension
- brand stretch
20. Which of the following is a range brand?
21. During the product’s growth stage, organisations should be focusing on building brand ______ and encouraging repeat purchases.
22. A global brand is unlikely to have a completely standardised marketing mix but it will have the same brand ______ all over the world and this will be expressed through a brand identity that is standardised as far as possible.
23. The marketing mix will be more effective if it is ______ (i.e. each element fits with the others so that there are no contradictory signals).
24. Organisations with trading partners or customers overseas have to agree on a ______ in which to price contracts.
25. Packaging is sometimes referred to as the silent ______ because of its marketing communications role.