BM35S : Marketing Management Question 1 When consumers share a strong need that cannot be satisfied by an existing product, it is called _____ demand. negative latent declining irregular Question

BM35S : Marketing Management Question 1 When consumers share a strong need that cannot be satisfied by an existing product, it is called _____ demand. negative latent declining irregular Question 2 When demand is __________, it implies that more customers would like to buy the product than can be satisfied. latent irregular overfull full Question 3 A __________ is a direction or sequence of events that has some momentum and durability; it reveals the shape of the future and can provide strategic direction. fad fashion trend megatrend Question 4 Which of the following would be the best illustration of a secondary belief or value? Belief in work Belief in giving to charity Belief in getting married Belief in getting married early Question 5 Total customer satisfaction is measured based on the relationship of: expected value and total customer benefit. perceived performance and expectation. advertised outcomes and real outcomes. past experience and present experience. Question 6 Identify the four pillars of brand equity, according to BrandAsset Valuator model. Relevance, performance, bonding, and advantage Presence, performance, advantage, and bonding Energized differentiation, relevance, esteem, and knowledge Brand salience, brand feelings, brand imagery, and brand performance Question 7 The __________ attack offers the firm an opportunity to diversify into unrelated products, diversity into new geographical markets, and leapfrog into new technologies. bypass flank frontal guerrilla Question 8 __________ is the ability of a company to prepare on a large-scale basis individually designed products, services, programs, and communications. Mass customization Reverse engineering Interoperability Backward compatibility Question 9 Costs that do not vary with production levels or sales revenue are known as _____ costs. overhead variable average opportunity Question 10 Which of the following is a form of mass communications channel? Interactive marketing Personal selling Public relations Word-of-mouth marketing

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