Which one of the following term is basically the identification and structuring of brands within the product assortment of an organization?

• A) Brand portfolio
• B) Line extension
• C) Brand architecture
• D) Brand extension

If the aim of the promotion to introduce a new consumer product is to achieve high awareness levels, the firm will most likely make heavy use of which one of the following in the promotional mix?

• A) Sales promotion
• B) Personal selling
• C) Publicity
• D) Advertising

“Intel inside” is a classic example of which one of the following?

• A) Effective packaging
• B) Joint venture
• C) Bundling
• D) Ingredient co-branding

Which of the following statements about direct-to-customer channels is correct?

• A) Most consumer products are sold via direct-to-customer channels
• B) Service firms often use direct-to-customer channels
• C) Many business products are sold via direct-to-customer channels
• D) "Direct marketing" does not mean that a firm uses direct-to-customer channels

Which of the following brand strategy which gives you the benefit of premium pricing?

• A) Product brand strategy
• B) Family brand strategy
• C) Line brand strategy
• D) Umbrella brand strategy

An automobile by GM (General Motors) is an example of which one of the following?

• A) Source brand strategy
• B) Line brand strategy
• C) Endorsing brand strategy
• D) Umbrella brand strategy

Which of the following is an expression of the strategy which a company chooses under a certain set of circumstances?

• A) Brand portfolio
• B) Brand architecture
• C) Brand equity
• D) Brand extension

One risk of _____ is that sales may come at the expense of other items in the line.

• A) Social marketing
• B) Packaging
• C) Line extension
• D) Brand extension

Which of the following includes all the brands and sub-brands attached to product-market offerings, including co-brands with other brands?

• A) Brand extension
• B) Line extension
• C) Brand portfolio
• D) Brand architecture

Focus on the benefits, customers__________ comes under which of the following principle to update the brand position?

• A) Fit
• B) Credibility
• C) Value
• D) Uniqueness

Whichever positioning you may like to choose, it has to stem from the point of view of which one of the following so that they can own it?

• A) Brand owners'
• B) Customers'
• C) General Managers'
• D) Competitors'

Advertising appropriations are largest for which type of product?

• A) Specialty goods
• B) Infrequently purchased goods
• C) Convenience goods
• D) Industrial products

A good campaign revolves around a strong single idea. This single idea is a reflection of which one of the following?

• A) Brand’s extension
• B) Brand’s positioning
• C) Brand’s awareness
• D) Brand’s equity

A consumer contest is an example of which one of the following?

• A) Personal selling
• B) Public relations
• C) Sales promotion
• D) Advertising