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  • 1.
    Which of the following products is most commonly sold on the basis of the emotional attributes of its brand name?
    A. Industrial printing equipment B. Soft drinks
    C. Fresh milk D. Cheese
    E. None of these

  • 2.
    Palmolive soap, shampoo and moisturizer brands belong to a brand _________.
    A. Spectrum B. Segment          
    C. Market D. Family
    E. None of these

  • 3.
    A differentiated product may be unique in the marketplace, but it will only be successful under which of the following circumstances?
    A. If it satisfies customers’ needs
    B. If the price differential is minimal
    C. If the brand can be classed as aspirational
    D. Differentiated products will always be successful
    E. None of these

  • 4.
    A brand is a shorthand method which a manufacturer can use to identify its product as being distinctive. However, to be of value to a customer, this depends on which of the following brand characteristics being present?
    A. Awareness B. Interest            
    C. An emotional attribute D. Consistency
    E. None of these

  • 5.
    Which of the following is NOT generally recognized as an element of the marketing mix?
    A. Profitability B. Promotion        
    C. Product             D. Place

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