Self-test Questions

Answer the self-test questions below and then click on 'submit' to send your answers. The test will be marked instantly, so that you can see how well you have done.

1		The product line can be described as:
			A)	The development of a single product over time
			B)	All the products a company sells
			C)	The production facilities used to manufacture products
			D)	All the products a company makes
			E)	Brands that are closely related in terms of function and benefits provided
2		Why might a company introduce a fighter brand?
			A)	To reduce stock levels by selling off old stock at reduced prices
			B)	To compete by cutting prices of existing brands
			C)	To open up high quality retail outlets
			D)	To compete with low price substitutes while protecting existing brand reputations
			E)	To obtain publicity and raise awareness for a new product launch
3		The strength of a brand's position in the market place is built on six elements: brand domain, brand heritage, brand assets, brand personality, brand reflection and which one of the following?
			A)	Brand packaging
			B)	Brand values
			C)	Brand price
			D)	Brand advertising
			E)	Brand ownership
4		Internal marketing can be described as:
			A)	Opening factory shops to sell at a discount to staff
			B)	Encouraging staff to take up the study of marketing
			C)	Training and communicating with staff
			D)	Working with trade unions to solve problems
			E)	Offering staff discounts on goods produced by the company
5		Global branding can be achieved in three ways: geographic extension of existing brands, brand alliance through joint ventures and:
			A)	Market penetration
			B)	Brand promotion
			C)	Brand acquisition
			D)	Brand values and quality
			E)	Brand repositioning
6		A good brand name should:
			A)	Sound like an animal or natural phenomenon
			B)	Appeal to young people
			C)	Include the company’s name
			D)	Be distinctive and easy to remember
			E)	Relate to the latest technology
7		In marketing theory, P.L.C. stands for:
			A)	Promotional life cycle
			B)	Production life cycle
			C)	Product life classification
			D)	Product life cycle
			E)	Price list classification
8		The third stage in the P.L.C. is:
			A)	Introduction
			B)	Maturity
			C)	Growth
			D)	Decline
			E)	Profitability
9		In the introduction phase of the P.L.C. a typical marketing objective would be to:
			A)	Increase production capacity
			B)	Reduce promotional spending until the product takes off
			C)	Increase short term sales of the product
			D)	Demonstrate the product to customers
			E)	Create product awareness
10		The process of managing groups of brands and product lines is called:
			A)	Marketing mix planning
			B)	P.L.C. planning
			C)	Portfolio planning
			D)	Sales planning
			E)	Strategic planning
11		Strategic product management offers four principal options: hold, divest, build, and:
			A)	Promote
			B)	Brand
			C)	Research
			D)	Differentiate
			E)	Harvest
12		According to the Boston Consultancy Group Share-Growth Matrix, a product with a high market share in a low growth market is called a:
			A)	Star
			B)	Other
			C)	Dog
			D)	Cash cow
			E)	Problem child
13		According to McKinsey, market attractiveness includes: market size; social, political and legal factors; strength of the competition and which two of the following?
			A)	Knowledge of the industry and good communications
			B)	Price sensitivity and market cost structure
			C)	Customer location and distribution factors
			D)	National and international marketing opportunities
			E)	Market growth and profit potential
14		Ansoff’s Matrix is a strategic marketing tool used to plan for:
			A)	New product development
			B)	Business growth
			C)	Product lifecycle changes
			D)	Market segmentation
			E)	Product positioning
15		Product safety, planned obsolescence and packaging information all relate to which area of marketing?
			A)	Societal marketing
			B)	Strategic marketing
			C)	Ethical marketing
			D)	Green marketing
			E)	Relationship marketing