Multiple Choice
Identify the choice that
best completes the statement or answers the question.
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1.
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Influencing the meaning of the company, one of its
business units, a product line or a product to its stakeholders, needs carefully coordinated
management of stakeholder experiences at all touch points. This is called
a. | touching. | b. | touch down. | c. | branding. | d. | advertising. | e. | public
influencing. |
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2.
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Globally operating companies can transfer resources
between business units in different parts of the world. These resources do NOT include
a. | personnel (such as experienced production
managers). | b. | funds (global
organizations usually have a lower capital cost than domestic firms). | c. | corporate culture. | d. | superior market
information. |
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3.
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Successful competition is always based on providing
_____ to customers and other important stakeholders
a. | excellent service | b. | superior prices | c. | superior
service | d. | superior value | e. | excellent CRM |
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4.
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The savings derived from producing a large number
of units, e.g., in a situation in which all inputs are doubled, output may be more than doubled are
called
a. | economies of cost | b. | economies of scale | c. | economies of
scope | d. | cost reduction effect | e. | price reduction effect |
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5.
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Which one of the following may be a foundation of
successful competition?
a. | Culture leadership | b. | Personal leadership | c. | Group
leadership | d. | Corporate
leadership | e. | Cost
leadership |
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6.
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The success of a business organization may be based
on its capability to provide a bundle of special _____ to customers or other important
stakeholders.
a. | features | b. | properties | c. | solutions | d. | ideas | e. | benefits |
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7.
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Superior value cannot only be produced by features
concerning the function of a product. It is also
a. | low price. | b. | low cost. | c. | symbolic
values. | d. | symbolic activities. | e. | symbolic transfer. |
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8.
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The way of competing successfully by being faster
than competitors in every respect, from new product development through production to delivery is
known as
a. | quick service | b. | superior timing. | c. | fast
logistics. | d. | time
saving. | e. | time leadership. |
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9.
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The increased importance of being fast in many
industries should not lead management to neglect the fourth basic dimension of business success
(besides cost leadership, superior value and time leadership):
a. | Successful PR | b. | New products | c. | Excellent
communication | d. | Reliable
stakeholder relationships | e. | Reliable market
research data |
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10.
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Distinctive capabilities may become competitive
advantages if the firm can successfully transform them into ____ for potential customers or relevant
stakeholders.
a. | product properties | b. | benefits | c. | service
properties | d. | virtual
advantages | e. | virtual
services |
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11.
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The collective knowledge and evaluations
continually emerging from communicative processes among the members of a brand interest group is
called
a. | branding. | b. | brand meaning. | c. | communicative
brand. | d. | evoked set. | e. | provoked set. |
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12.
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To be rated in the contest of most powerful brands
worldwide a brand must have a brand value greater than
a. | USD 100 million | b. | USD 200 million | c. | USD 300
million | d. | USD 500 million | e. | USD 1 billion |
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13.
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What may help if the expectations of customers and
other important stakeholders vary significantly from one usage situation to another?
a. | No branding | b. | Family branding | c. | Internal
branding | d. | House branding | e. | External branding |
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14.
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What kind of brand architecture an international
marketer selects will depend on a number of criteria that have to be considered. Which one of the
following is NOT such a criterion?
a. | Potential for brand extension | b. | Cultural embeddedness | c. | Trade mark
application | d. | Speed of change in
business models and company structure |
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15.
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A company, which has successfully served a small
segment of the market in the past, gradually adds new items to the current product line in order to
reach a broader market. This is called
a. | product-line stretching | b. | product-line expansion | c. | product-line
enlargement | d. | product-scope
stretching | e. | product-scope
expansion |
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