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Ashworth semester exam bm35s marketing management
BM35S : Marketing Management
Question 1
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When consumers share a strong need that cannot be satisfied by an existing product, it is called _____ demand.
negative
latent
declining
irregular
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Question 2
When demand is __________, it implies that more customers would like to buy the product than can be satisfied.
latent
irregular
overfull
full
Question 3
A __________ is a direction or sequence of events that has some momentum and durability; it reveals the shape of the future and can provide strategic direction.
fad
fashion
trend
megatrend
Question 4
Which of the following would be the best illustration of a secondary belief or value?
Belief in work
Belief in giving to charity
Belief in getting married
Belief in getting married early
Question 5
Total customer satisfaction is measured based on the relationship of:
expected value and total customer benefit.
perceived performance and expectation.
advertised outcomes and real outcomes.
past experience and present experience.
Question 6
Identify the four pillars of brand equity, according to BrandAsset Valuator model.
Relevance, performance, bonding, and advantage
Presence, performance, advantage, and bonding
Energized differentiation, relevance, esteem, and knowledge
Brand salience, brand feelings, brand imagery, and brand performance
Question 7
The __________ attack offers the firm an opportunity to diversify into unrelated products, diversity into new geographical markets, and leapfrog into new technologies.
bypass
flank
frontal
guerrilla
Question 8
__________ is the ability of a company to prepare on a large-scale basis individually designed products, services, programs, and communications.
Mass customization
Reverse engineering
Interoperability
Backward compatibility
Question 9
Costs that do not vary with production levels or sales revenue are known as _____ costs.
overhead
variable
average
opportunity
Question 10
Which of the following is a form of mass communications channel?
Interactive marketing
Personal selling
Public relations
Word-of-mouth marketing
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