An example of psychological pricing is:
Selling a product for €20 instead of €19.95 because it looks better
Selling a product for sale.
Selling a product for €19.95 instead of €20 because it looks cheaper.
None of the above
What is prestige pricing?
That is an example of psychological pricing
Products that have a status selling for a high price.
Method of pricing that is used by exclusive brands
All of the above
What is the main reason retailers want to collaborate with producers?
A. To reduce costs
B. Retailers never collaborate with producers
C. Because it is a good pull strategy
D. None of the above
Conflicts of interests between producers and retailers are often caused by:
A. Retailers who tend to include as many articles as possible in their advertising.
B. Marketing communication of chain in stores that is strongly action orientated.
C. Chain stores that want to feature producers’ cheapest brands in their advertising.
D. All of the above
When pursuing a pull strategy:
A. Service merchandizing is important
B. Trade sales promotions are important
C. Strong brand is important
D. Producers’ account managers are important
The two R’s and an E stands for...
A. Relationship, reputation and ethics
B. Reliability, Reputation and exchange
C. Relationship, reputation and exchange
D. Reputation, reliability and ethics
When goods are available in many shops you call that....
A. Intensive distribution
B. Selective distribution
C. Exclusive distribution
D. Included distribution
What is an example of a convenience good?
A. An iPod
B. A couch
C. Milk
D. Holidays
What is true about convenience goods?
A. Convenience goods are goods that buyers frequently buy.
B. Convenience goods are durable goods.
C. Consumers compare prices and quality of convenience goods.
D. Consumers go ‘shopping’ for convenience goods.
What is true about shopping goods?
A. Consumers compare the price before purchasing.
B. Consumers compare the quality before purchasing.
C. Consumers compare product features before purchasing.
D. All of the above.
An example of a preferential good is...
A. Cigarettes
B. Bred
C. Candy
D. Television
What is not an example of an umbrella brand?
A. Philips
B. Unilever
C. Dove
D. Nivea
What is true about market leadership?
A. The brand that is market leader is more stable.
B. The brand that is market leader is the most well known.
Which of the following is NOT a function of a brand for companies?
A. Higher price
B. Distinction
C. Brand awareness
D. Easier product introductions
E. Zwarte Piet is racisme
‘‘When I see an advertising of Douwe Egberts, I think of Holland, cosiness, a break and the colours red, white and gold.’’ This is a typical example of..
A. Brand extension
B. Brand awareness
C. Brand image
D. The psychological function of a brand
Which of the following is NOT a factor influencing a brand image?
B. Marketing communication
C. Own experience with a brand
D. Other marketing tools
Marketing communication has gone through a number of important changes over the years. These are the seven phases in marketing communication: 1. communication through retailers 2. first direct advertising campaigns 3. direct contact with customers 4. more marketing communication methods 5. large advertising budgets 6. one-to-one communication 7. looking for distinctive features However, they are in the wrong order. What is the right order?
A. 3, 1, 2, 4, 5, 7, 6
B. 3, 1, 7, 2, 5, 4, 6
C. 1, 3, 2, 4, 7, 5, 6
D. 2, 3, 1, 7, 2, 5, 4
E. None of the above
Which statement is NOT true?
A. During the Industrial Revolution direct contact with consumers almost disappears
B. In the 1980s, producers start to use other marketing methods in order to improve the one-to-one communication
C. In the past few years one-to-one communication has become important
D. In the 1960s producers tried to re-establish contact with consumers, but at the same time they wanted to keep the advantages of mass production.
