Mkt624 Current Spring 2011 Final Term VU Paper [July 2011] virtual university of pakistan

Mkt624 Current Spring 2011 Final Term VU Paper [July 2011] virtual university of Pakistan


There are 46 mcq and 9 short and long questions which are given below:

Which one of the following is the indicator of brand assets?
Market share
Price premium
Brand reputation (all are brand strength only brand reputation are brand Asset)
Loyalty rate

An intangible value that accrues to a company as a result of its successful efforts to establish
a strong brand is known as:
Brand management
Brand equity 
Brand assets
Brand liabilities

Which of the following is an outer entity of a business strategy that supports business goals
and objectives?
Brand architecture
Brand portfolio
Brand extension
Line extension

Which of the following options should be used keeping in mind that your brand is an asset that is going to provide you with the right contribution to enable you achieve all your financial goals.
Price
Marketing
Placement
Selling

At the stage of awareness of communication process, the customer s response reaches at what
percentage?
75%
80%
70%
90%

A consumer contest is an example of which one of the following?
Personal selling
Sales promotion
Advertising
Public relations

A brand based organization provides which of the following benefits?
All of the given options
Clarity of role
Commitment to brand growth
A collective responsibility

Which of the following drive all the strategies and always emerge as the most purposeserving research basis?
Needs
Wants
Demands
Desires

A brand manager has to reside very close to the existing product while launching a new product is the major negative aspect of which one of the following strategy?
Line brand strategy
Range brand strategy
Product brand strategy
Umbrella brand strategy

A marketer that wanted to include detailed explanations in advertisements would be most likely to use which one of the following?
Radio
Television
Outdoor displays
Magazines

Which one of the following is the characteristic of Esteem?
Purchase frequency
Market share
Price premium
Persona recognition

Rest of the mcq’s I didn’t remember the short and long question are:
 What is Mission statement?
 What is 80-20 rule?
 Define appreciation?
 What is positioning?
 How did u reach to your target market through media?