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3.6
a) True
b) False
350.
The use of a name, symbol or design to identify a particular product is known as:
a) Advertising
b) Promotion
c) Pricing
d) Branding
351.
a) Product mix
b) Brand mixer
c) Product group
d) Product plan
352.
A business that sells products in several quite distinct markets is said to be:
a) Competitive
b) Diversified
c) Focused
d) Declining
353.
Which of the following terms is not used in the Boston Consulting Group's Matrix?
a) Dogs
b) Cash Cows
c) Sheep
d) Problem Children
354.
According to the Boston Consulting Group Matrix what category refers to products that
are potentially very profitable but which need large investment?
a) Stars
b) Problem Children
c) Dogs
d) Cash Cows
355.
According to the Boston Consulting Group Matrix what category refers to products that
are the main generators of cash and profit - and therefore support investment in new products?
a) Stars
b) Problem Children
c) Dogs
d) Cash Cows
356.
The PLC model describes how sales of a product change over time. PLC stands for:
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357.
Products at the introduction stage of the PLC are likely to require significant investment
and will often incur losses at first: true or false?
a) True
b) False
358.
Which of the following products can be said to be at the decline stage of its PLC?
359.
According to marketing theory, a product's life cycle can never last more than 25 years:
true or false?
a) True
b) False
360.
The length of a product's life cycle can be changed by altering factors such as the
packaging and price: true or false?
a) True
b) False
361.
Marketing managers often claim that their product has a "USP" which makes the
product attractive to customers. What does "USP" stand for?
a) Unified Selling Price
b) Unique Selling Point
c) Unfailing Sales Price
d) Unbeatable Selling Proposition
362.
The way in which firms try to create differences between their products and those of
competitors is know as:
a) Product branding
b) Product promotion
c) Product mixing
d) Product differentiation
363.
364.
Kimberley Scott is a large business that makes the toilet tissue known as "Andrex".
What is "Andrex" for Kimberley Clark?
a) A market segment
b) A trade mark
c) A brand name
d) A service
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365.
a) Manufacturers
b) Retailers
c) Distributors, including wholesalers and retailers
d) Manufacturers and retailers
366.
367.
a) Global brand
b) Generic brand
c) Own-label brand
d) Declining brand
368.
369.
Toshiba manufacturer a range of laptop computers and accessories. This range is an
example of a:
a) Product line
b) Product packaging
c) Cash cow
d) Market segment
370.
The successful change by the Lucozade brand to achieve leadership of the sports drinks
market is an example of:
a) Price promotion
b) Brand extension
c) Market segmentation
d) Discount retailing
371.
Lastminute.com was one of the first businesses to successfully exploit the Internet to
sell travel and holidays. Their success is an example of:
a) Fast-moving consumer goods
b) Just-in-time production
c) First-mover advantage
d) First in the queue
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AS Business Studies MCQ QuestionBank 2005
372.
Brands that are positioned as having high quality and high prices are known as:
a) Premium brands
b) Cowboy brands
c) Economy brands
d) Bargain brands
373.
374.
Trialling a new product in a limited geographical area or with a small group of customers
is known as:
a) Brand extending
b) Product profiling
c) Test marketing
d) Geographical segmentation
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(b)
350.
(d)
351.
(a)
352.
(b)
353.
(c)
354.
(a)
355.
(d)
356.
(d)
357.
(a)
358.
(a)
359.
(b)
360.
(a)
361.
(b)
362.
(d)
363.
(a)
364.
(c)
365.
(c)
366.
(d)
367.
(c)
368.
(d)
369.
(a)
370.
(b)
371.
(c)
372.
(a)
373.
(d)
374.
(c)
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