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MC-Questions Chapter 1.

Question 1 of 18

1

An example of psychological pricing is:

Select one of the following:

  • 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

Explanation

Question 2 of 18

1

What is prestige pricing?

Select one of the following:

  • 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

Explanation

Question 3 of 18

1

What is the main reason retailers want to collaborate with producers?

Select one of the following:

  • A. To reduce costs

  • B. Retailers never collaborate with producers

  • C. Because it is a good pull strategy

  • D. None of the above

Explanation

Question 4 of 18

1

Conflicts of interests between producers and retailers are often caused by:

Select one of the following:

  • 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

Explanation

Question 5 of 18

1

When pursuing a pull strategy:

Select one of the following:

  • A. Service merchandizing is important

  • B. Trade sales promotions are important

  • C. Strong brand is important

  • D. Producers’ account managers are important

Explanation

Question 6 of 18

1

The two R’s and an E stands for...

Select one of the following:

  • A. Relationship, reputation and ethics

  • B. Reliability, Reputation and exchange

  • C. Relationship, reputation and exchange

  • D. Reputation, reliability and ethics

Explanation

Question 7 of 18

1

When goods are available in many shops you call that....

Select one of the following:

  • A. Intensive distribution

  • B. Selective distribution

  • C. Exclusive distribution

  • D. Included distribution

Explanation

Question 8 of 18

1

What is an example of a convenience good?

Select one of the following:

  • A. An iPod

  • B. A couch

  • C. Milk

  • D. Holidays

Explanation

Question 9 of 18

1

What is true about convenience goods?

Select one of the following:

  • 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.

Explanation

Question 10 of 18

1

What is true about shopping goods?

Select one of the following:

  • 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.

Explanation

Question 11 of 18

1

An example of a preferential good is...

Select one of the following:

  • A. Cigarettes

  • B. Bred

  • C. Candy

  • D. Television

Explanation

Question 12 of 18

1

What is not an example of an umbrella brand?

Select one of the following:

  • A. Philips

  • B. Unilever

  • C. Dove

  • D. Nivea

Explanation

Question 13 of 18

1

What is true about market leadership?

Select one of the following:

  • A. The brand that is market leader is more stable.

  • B. The brand that is market leader is the most well known.

Explanation

Question 14 of 18

1

Which of the following is NOT a function of a brand for companies?

Select one of the following:

  • A. Higher price

  • B. Distinction

  • C. Brand awareness

  • D. Easier product introductions

  • E. Zwarte Piet is racisme

Explanation

Question 15 of 18

1

‘‘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..

Select one of the following:

  • A. Brand extension

  • B. Brand awareness

  • C. Brand image

  • D. The psychological function of a brand

Explanation

Question 16 of 18

1

Which of the following is NOT a factor influencing a brand image?

Select one of the following:

  • A. Higher price

  • B. Marketing communication

  • C. Own experience with a brand

  • D. Other marketing tools

Explanation

Question 17 of 18

1

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?

Select one of the following:

  • 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

Explanation

Question 18 of 18

1

Which statement is NOT true?

Select one of the following:

  • 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.

Explanation

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