1968461
Descripción
Test por oscar.windhorst, actualizado hace más de 1 año
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Creado por oscar.windhorst
hace casi 10 años
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Pregunta 1
Pregunta
An example of psychological pricing is:
Respuesta
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Selling a product for €20 instead of €19.95 because it looks better
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Selling a product for sale.
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Selling a product for €19.95 instead of €20 because it looks cheaper.
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None of the above
Pregunta 2
Pregunta
What is prestige pricing?
Respuesta
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That is an example of psychological pricing
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Products that have a status selling for a high price.
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Method of pricing that is used by exclusive brands
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All of the above
Pregunta 3
Pregunta
What is the main reason retailers want to collaborate with producers?
Respuesta
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A. To reduce costs
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B. Retailers never collaborate with producers
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C. Because it is a good pull strategy
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D. None of the above
Pregunta 4
Pregunta
Conflicts of interests between producers and retailers are often caused by:
Respuesta
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A. Retailers who tend to include as many articles as possible in their advertising.
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B. Marketing communication of chain in stores that is strongly action orientated.
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C. Chain stores that want to feature producers’ cheapest brands in their advertising.
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D. All of the above
Pregunta 5
Pregunta
When pursuing a pull strategy:
Respuesta
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A. Service merchandizing is important
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B. Trade sales promotions are important
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C. Strong brand is important
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D. Producers’ account managers are important
Pregunta 6
Pregunta
The two R’s and an E stands for...
Respuesta
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A. Relationship, reputation and ethics
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B. Reliability, Reputation and exchange
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C. Relationship, reputation and exchange
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D. Reputation, reliability and ethics
Pregunta 7
Pregunta
When goods are available in many shops you call that....
Respuesta
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A. Intensive distribution
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B. Selective distribution
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C. Exclusive distribution
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D. Included distribution
Pregunta 8
Pregunta
What is an example of a convenience good?
Respuesta
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A. An iPod
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B. A couch
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C. Milk
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D. Holidays
Pregunta 9
Pregunta
What is true about convenience goods?
Respuesta
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A. Convenience goods are goods that buyers frequently buy.
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B. Convenience goods are durable goods.
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C. Consumers compare prices and quality of convenience goods.
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D. Consumers go ‘shopping’ for convenience goods.
Pregunta 10
Pregunta
What is true about shopping goods?
Respuesta
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A. Consumers compare the price before purchasing.
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B. Consumers compare the quality before purchasing.
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C. Consumers compare product features before purchasing.
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D. All of the above.
Pregunta 11
Pregunta
An example of a preferential good is...
Respuesta
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A. Cigarettes
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B. Bred
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C. Candy
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D. Television
Pregunta 12
Pregunta
What is not an example of an umbrella brand?
Respuesta
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A. Philips
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B. Unilever
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C. Dove
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D. Nivea
Pregunta 13
Pregunta
What is true about market leadership?
Respuesta
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A. The brand that is market leader is more stable.
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B. The brand that is market leader is the most well known.
Pregunta 14
Pregunta
Which of the following is NOT a function of a brand for companies?
Respuesta
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A. Higher price
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B. Distinction
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C. Brand awareness
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D. Easier product introductions
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E. Zwarte Piet is racisme
Pregunta 15
Pregunta
‘‘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..
Respuesta
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A. Brand extension
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B. Brand awareness
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C. Brand image
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D. The psychological function of a brand
Pregunta 16
Pregunta
Which of the following is NOT a factor influencing a brand image?
Respuesta
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A. Higher price
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B. Marketing communication
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C. Own experience with a brand
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D. Other marketing tools
Pregunta 17
Pregunta
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?
Respuesta
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A. 3, 1, 2, 4, 5, 7, 6
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B. 3, 1, 7, 2, 5, 4, 6
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C. 1, 3, 2, 4, 7, 5, 6
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D. 2, 3, 1, 7, 2, 5, 4
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E. None of the above
Pregunta 18
Pregunta
Which statement is NOT true?
Respuesta
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A. During the Industrial Revolution direct contact with consumers almost disappears
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B. In the 1980s, producers start to use other marketing methods in order to improve the one-to-one communication
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C. In the past few years one-to-one communication has become important
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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.
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