Môn BRA lần thứ nhất ( 60 câu)

A brand is identified as an……..

• A. Tangible asset

• B. Liquid

• C. Short-term asset

• D. Intangible asset

A brand is:

• A. term, sign, symbol, or design, or combination.

• B. intended to identify the goods and services

• C. to differentiate them from those of competition

• D. All of the above

Which of the following is NOT mentioned as a marketing advantage of strong brands?

• A. Improved perceptions of product performance

• B. Larger margins

• C. Less vulnerability to competitive marketing actions

• D. Increased employee satisfaction

What are brand elements?

• A. Components that identify and differentiate a brand

• B. Physical goods and services

• C. Marketing techniques

• D. Retail outlets and products

What is the fundamental need or want that consumers satisfy when consuming a product or service?

• A. Set of attributes or characteristics that buyers normally expect and agree to when they purchase a product

• B. Additional product attributes, benefits, or related services that distinguish the product from competitors

• C. Fundamental need or want that consumers satisfy when consuming the product or service

• D. All the augmentations and transformations that a product might ultimately undergo in the future

What is the role of brands in simplifying product decisions for consumers?

• A. Identify the source or maker of the product

• B. Evaluated on the basis of attributes such as sturdiness, size, color, style, design, weight, and ingredient composition

• C. Consumers may rarely learn attributes

From an economic perspective, what benefits do brands bring to customers?

• A. The brands do not bring any benefit to the consumers.

• B. Increase brand awareness and brand love.

• C. Allow consumers to lower the search costs for products both internally and externally.

• D. Both B and C

What are the functions of brands for a firm?

• A. Simplify product handling and tracing

• B. Increase production costs

• C. Create barriers of entry for competitors

• D. Reduce consumer search costs

What is the key to branding?

• A. Consumers perceive differences among brands in a product category.

• B. Consumers perceive similarities among brands in a product category.

• C. Consumers do not perceive any differences among brands in a product category.

• D. Consumers perceive differences only in service categories.

Strong brand possess all of the following marketing advantages EXCEPT……………

• A. greater loyalty

• B. larger margins

• C. guaranteed profits

• D. improved perceptions of product performance

• E. more elastic consumer response to price decrease