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Baines, Fill & Page: Marketing

Chapter 09

Instructions

Choose your answers from a-d by clicking the radio button next to each choice and then press 'Submit' to get your score.

Question 1

In marketing, the term product:

Question 2

This gives added value to products (is part of the product) in an attempt to augment their products with values and associations that are recognised by and are meaningful to their customers:

Question 3

This is a measure of the value of a brand. It is an assessment of a brand's physical assets plus a sum that represents their reputation or goodwill:

Question 4

This is a term used to refer to the process when a successful brand is used to launch a new product into a new market:

Question 5

Buildings, heavy plant and factory equipment necessary to build or assemble products are examples of:

Question 6

This is the process by which two established brands work together, either on one product or service:

Question 7

These are non-durable goods or services, often bought with little pre-purchase thought or consideration:

Question 8

These are brands developed by the wholesalers, distributors, dealers and retailers who make up the distribution channel. Sometimes referred to as own-label brands:

Question 9

These goods bought infrequently, which are used repeatably and which involve a reasonably high level of consumer risk:

Question 10

These are a group of people in the process of diffusion who enjoy being at the leading edge of innovation and buy into new products at an early stage:

Question 11

These are brands sold without any promotional materials or any means of identifying the company:

Question 12

This is a commercial process whereby the trademark of an established brand is used by another organisation over a defined period of time, in a defined area, in return for a fee, to develop another brand:

Question 13

These are brands created and sustained by producers who seek widespread awareness and distribution because there is high demand for these brands:

Question 14

These are products, other than raw materials, that are necessary to ensure that the organisation is able to continue functioning. Often referred to as consumables:

Question 15

These goods are low priced products which are bought frequently, are used just once and which incur low levels of purchase risk:

Question 16

Which of the following are a type of consumer product that are bought relatively infrequently and which requires consumers to update their knowledge prior to purchase?

Question 17

Which of the following are bought very infrequently, are very expensive and represent very high risk?

Question 18

Which of the following is a stage in the new product development process, undertaken when a new product is tested with a sample of customers, or is launched in a specified geographical area, to judge customers' reactions prior to a national launch?

Question 19

Which of the following is a form of purchase behaviour which occurs when consumers have suitable product and purchase experience and where they perceive low risk?

Question 20

Which of the following is the rate at which a market adopts an innovation?