Marketing & Brand Management
Instructor: Dr. Tarek Mostafa Hussein Student:
Results:
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Grading:
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Part I. Carefully read each question, then circle the letter of the correct answer
1. The art of choosing target markets
a. Marketing
b. Marketing Management
c. Targeting
2. Engineering and generating output, not the customer.
a. Production Concept
b. Social Concept.
c. Product Orientation.
3. The rate of return customers to the organization to re buy know as reinvest rate.
a. Higher in the F.M.C.G & hard to be calculated only distributers.
b. In the S.M.C.G will be calculated in the last 3 years.
c. Higher in service business rather than industrial business.
4. One of the main Differences btw. Marketing & Selling concept
a. The Selling Concept starting point is Factory.
b. The Marketing Concepts Focus is Existing Product.
c. Selling Concepts profits through customer satisfaction.
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5. (Product, Price, Place & Promotion) called.
a. MARKETING ACTIVITIES
b. Marketing Objectives
c. Marketing Strategies.
6. Marketing strategy is a joint work of four growth areas: market penetration, market
development, and product.
a. Porter’s Generic Strategies.
b. ANSOFF MATRIX - “Growth Matrix”.
c. BCG Matrix.
7. They generate more ROI than other product categories.
a. Cash Cow Product.
b. Star Product.
c. Question Marks Product.
8. Task method is one of the following method:
a. Pricing.
b. Budgeting.
c. Positioning.
9. Develops one or more products for each of several customer groups with different needs.
a. Differentiated Targeting.
b. Cost Leadership.
c. Un-Differentiated Targeting.
10. A name, a term, a symbol or any other unique element of a product that identifies the
product from its competitors"
a. Product portfolio
b. Branding.
c. Product Mix.
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11. Unpaid communication about an organization appearing in the mass media
a. Publicity.
b. Promotion.
c. Promotion.
12. Press release & news release is one of:
a. Public Relation
b. Direct Marketing.
c. Promotion.
13. Direct mail / E-mail is one of:
a. Public Relation
b. Direct Marketing.
c. Promotion.
14. “Mission, Money, Message, Media, & Measurement”
a. Used In developing an advertising program.
b. Used to set Objective.
c. Used to set Strategy.
15. “Continuous pattern” is one of:
a. Marketing Concepts.
b. Pricing Strategy.
c. Media scheduling patterns.
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16. A Tool of “Advertising Program Evaluation”.
a. Communications effects.
b. Sales Effects.
c. Social Effect.
17. One the advantages of using “TV. Advertising”.
a. Maximum flexibility for gaining attention.
b. Long exposure time.
c. Easy to target selected audiences.
18. “Toyota & Lexus” considered as:
a. Differentiated Targeting.
b. Un- Differentiated Targeting.
c. Concentrated Targeting.
19. “ROLEX” is a great example of:
a. Differentiated Targeting.
b. Un- Differentiated Targeting.
c. Concentrated Targeting.
20. “Apple: “Think different” is one of the best example of:
a. Brand Promise.
b. Brand Word.
c. Brand Image.
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Part II. Kindly answer the following questions
21. The contents & structure of Marketing plan
1. The executive summary
2. Situational analysis and target market
3. Marketing objectives
4. Marketing strategies
5. STP
6. Marketing mix
7. Schedules and budgets
8. Implementation
9. Control
22. “SWOT Analysis” consists of?
1. Strengths
2. Weaknesses
3. Opportunities
4. Threats
23. “SMART OBJECTIVE” Should be
1. Specific
2. Measurable
3. Time
4. Realistic
5. Attainable
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