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Based on the information given below, please choose the answer
that comes closest to the estimated number of people who go to
the movies in the northeastern part of the United States.
The states included in this region are Connecticut, Delaware,
Maine, Maryland, Massachusetts, New Hampshire, New Jersey,
New York, Pennsylvania, Rhode Island, and Vermont. This data
A. 42,148 million
comes from the 2012 US Census Bureau, which collects infor-
mation about different aspects of the population.
A. 42,148 million
B. 40,690 million
C. 61,983 million
D. 104,634 million
Using the different types of product categories
that we reviewed, please watch the following video
( https://www.youtube.com/watch?v=6pF55yy0H3g&t=1s) and
classify the service that Coca-Cola offered with its promotion.
A. Emotional, intangible and low involvement. A. Emotional, intangible and low involvement.
B. Functional, tangible and high involvement.
C. Emotional, tangible, and high involvement.
D. Emotional, tangible, and low involvement.
E. Functional, intangible and low involvement.
If you had launched the lemonade business we discussed in our
lectures in your neighbourhood , which of the following phrases
best describes the situation your product may be entering its
growth phase?
A. Almost everyone in your target group has tried the lemonade
and growth comes from substituting other products or new cus-
tomers entering your target group.

B. Your lemonade is the first one in the marketplace and your mar-
A. Almost everyone in your target group has tried the lemonade
keting efforts are ensuring everyone knows about your product.
and growth comes from substituting other products or new cus-
tomers entering your target group.
C. Potential customers don't know about your lemonade yet and
there are few competitors.

D. Sales are growing rapidly, but so are the number of competitors.

You are developing your sales channels to distribute in as many
outlets as possible.

E. Your competitors are merging, some are going out of business,

and your demand is stable or decreasing.
Here is a summary on how the Iphone was launched by Steve
Jobs in 2007:
https://www.history.com/this-day-in-history/steve-jobs-de-
buts-the-iphone.
A. Market development. C. Diversification.
B. Market penetration.
C. Diversification.
D. Augment the depth of their product mix.
E. Repositioning the brand.
Imagine that you work for Microsoft and you are doing an analysis
of the next step for the Microsoft Windows System within the
desktop market. Using the data below, where would you place it
within the BCG matrix?
PC shipments
For 2015 (and earlier), Gartner reports for "the year, worldwide PC E. Cow.
shipments declined for the fourth consecutive year, which started
in 2012 with the launch of tablets" with an 8% decline in PC
sales for 2015 (not including cumulative decline in sales over the
previous years).
A. Question mark.
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B. Star.
C. Dog.
D. You can't analyze this using the BCG matrix.
E. Cow.
Which of the below is NOT a key success factor when launching
a new product?
A. Listen to the consumer along the way during the product de-
velopment cycle and after launch.
B. Get everyone onboard - including those areas/functions not
directly involved in the development process. C. Giving R&D the liberty to come up with whichever product they
C. Giving R&D the liberty to come up with whichever product they think will be the next big hit.
think will be the next big hit.
D. Set go-no-go milestones with specific decision-making criteria
and stick to them.
E. Generate a business case that summarizes the concept's via-
bility.
What are the key inputs for developing your brand?
A. Business strategy, brand image, market trends, customer
analysis, competitive analysis.
B. Top management's ideas, our agency's creativity, our sales
A. Business strategy, brand image, market trends, customer
force's and our customer service inputs.
analysis, competitive analysis.
C. Relevance, strategic fit, differentiation, credibility.
D. Market development, market penetration, diversification and
product development.
E. Essence, values, extended identity.
2. Read the following phrase and think about our lemonade busi-
ness. Select whether the statement is an end-benefit, an attribute
or neither for our lemonade business: "Our lemonade makes you
feel fresh and energized" C. End-benefit.
A. Attribute.
B. Neither an end-benefit nor an attribute.
C. End-benefit.
In the following advertising, please identify which one is the "rea-
son to believe":
A. The curves on the models.
B. The product's ingredients. A. The curves on the models.
C. The Dove brand.
D. The packaging.
E. The model's bra.
Which of the following is a well-written brand value for innovation
for a company in the sports business?
A. "For us, Innovation means enhancing the performance of our
customers through the use of technology."
B. "For us, Innovation means employees always strive to produce A. "For us, Innovation means enhancing the performance of our
excellent work that pushes the company upward" customers through the use of technology."
C. "For us, Innovation is challenging conventional wisdom, finding
new ways to surmount existing challenges"
D. "For us, Innovation means generating new ideas and incorpo-
rating new technologies that will make us more competitive"
One of the criteria for evaluating brand strategies is being rele-
vant. Which of the answers below explains what it means to be
relevant?
A. It means being meaningful to your target customers.
B. It means that all brand-related topics are connected.
A. It means being meaningful to your target customers.
C. It means that the brand has to use content and sponsorships
in a strategic way.
D. It means that the brand has high awareness among all con-
sumers.
E. None of the above.

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Read the following three sentences about FedEx and answer the
question in bold:
* Sentence 1: For businesses of all sizes, Fedex is the solutions
and logistics company that provides peace of mind through un-
paralleled innovation, quality, and consistency.
* Sentence 2: Business solutions for your peace of mind.
A. Sentence 1.
* Sentence 3: Relax, It's Fedex.
Which one of these sentences is the company's positioning state-
ment?
A. Sentence 1.
B. Sentence 2.
C. Sentence 3.
1. What is brand equity?
A. A set of attributes that summarize how the Brand connects with
its stakeholders, i.e. wants to be perceived, and defines the Brand
personality/character.
B. A concept to explain when Brands are cluttered and confusing
to both customers and employees. C. A set of assets (and liabilities) linked to a brand's name and
C. A set of assets (and liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a
symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or the firm's customers.
product or service to a firm and/or the firm's customers.
D. A concept that summarizes who we are and our key promise to
our stakeholders.
E. It outlines the proof points or what the brand is claiming to
credibly deliver on the positioning.
Which of the below are brand architecture models?
A. Market development, market penetration, diversification and
product development.
B. Introduction, growth, maturity and decadency. D. House of brands, hybrid and branded house.
C. Cash cows, dogs, stars and question marks.
D. House of brands, hybrid and branded house.
E. Pre-purchase, purchase and post-purchase.
Which of the below are indicators that you might have a brand
architecture issue or opportunity?
A. None of the above.
B. There is no clear plan for integrating recently acquired brands
into the existing architecture.
D. All of the above.
C. Brands are cluttered and confusing to both customers and
employees.
D. All of the above.
E. There is no internal system for managing how new brands, or
sub-brands are developed.
Which one of the options below is the right input to develop your
brand architecture?
A. An understanding of how employees see the ideal links be-
tween the products and brands.
B. None of these options.
E. An understanding of how the customers view & define the
C. An understanding of how the retailer believes the brands should
category.
be organized in the store.
D. An understanding of how the sales team thinks that they will be
more effective in commercializing the products.
E. An understanding of how the customers view & define the
category.
Which one of the below is NOT a logical organizing principle for
unisex sports clothing?
A. By intensity of activity.
B. By where the activity will be carried out. C. By color.
C. By color.
D. By type of sport.
E. By how much consumers' sweat.

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Look at the images below and think about which model of brand
architecture Best Western uses?
Best Western
(Best Western
PLUS)
Best Western C. Branded house.
(Best Western
PREMIER)
A. Hybrid.
B. House of brands.
C. Branded house.
What question does a brand portfolio tackle?
A. How should I use my brands to achieve top- and bottom-line
growth?
B. What is the best strategy to negotiate acquiring new brands? A. How should I use my brands to achieve top- and bottom-line
C. How should I evaluate my next marketing campaign? growth?
D. How should I launch new brands?
E. How should I best structure and communicate my portfolio of
brands?
2. Read the following situation and decide whether it is a portfolio
question or a brand architecture issue:
"You are launching a new low-cost product in a category where
you already have a brand in a higher value tier and need to decide A. Portfolio.
which brand to use."
A. Portfolio.
B. Architecture.
Which of the answers below is a list of key criteria to evaluate
when you FIRST DECIDE to expand your brand internationally?
A. Do we have an office in that location?
B. How fierce is the competition? How long have they been there?
B. How fierce is the competition? How long have they been there?
What is their presence and what are their customer loyalty levels?
What is their presence and what are their customer loyalty levels?
C. Can we manufacture in that market from the brand's launch?
D. Can I manage customer service in the local language?
E. Should we use an exclusive distributor, many non-exclusive
distributors or open our own distribution channel?
Which one of the below is NOT a sign that your organization might
be suffering from a portfolio issue?
A. You are having to increase your advertising/marketing spending
to get the same impact.
B. You are losing market share to old competitors and new en-
trants.
C. There is no internal system for managing how new brands, or
C. There is no internal system for managing how new brands, or
sub-brands are developed.
sub-brands are developed.
D. You have no clear brand-driven growth platforms to fuel future
growth, but rather have to launch new brands every time you
launch a new product.
E. You have overlapping brands in a portfolio offering with similar
products/services targeted to the same customer.
In the text below, which phases of the purchase funnel are men-
tioned?
When searching for information for my next trip, I came across an
advertisement of South Africa in a travel magazine. I went online
and looked at the different itineraries that I could do in that country.
I also read some of the reviews of hotels, attractions, bus and
train options. I evaluated other options such as Zimbabwe, Kenya B. Awareness, Consideration, Purchase.
and Tanzania. Finally, I decided on South Africa and made my
reservation through a travel agent in that country, who responded
promptly to my request.
A. Influencing, Pre-purchase, Purchase.
B. Awareness, Consideration, Purchase.
C. Essence, Values and Extended.
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D. Magazines, Online Review sites, Travel Agent.
E. Branded House, Hybrid and House of Brands
Which one of the below is an example of a touchpoint?
A. Friendliness.
B. Brand Awareness.
D. Sales clerk.
C. Environmental Policy.
D. Sales clerk.
E. Fair trade.
Which of the lists below best captures the different roles that your
touchpoints can play in the customer experience?
A. Introduction, Growth, Maturity and Decadency.
B. Offline, Online, Mixed. D. Branded Differentiators, Signature Icons, Category Redefiners
C. Company, Client and Supplier. and Guest Expectations.
D. Branded Differentiators, Signature Icons, Category Redefiners
and Guest Expectations.
E. Internal and External.
Which of the examples below, best represent the pre-purchase
touchpoints for our lemonade business?
A. Word-of-mouth from my friend, the posters on the street and
the push message on our phones.
B. The décor of the stand, the music, the product (comprised of the
A. Word-of-mouth from my friend, the posters on the street and the
actual lemonade and the cup), the ingredients, and the personnel
push message on our phones.
(with their uniform).
C. Valencia - Spain, Recyclability, Handmade, Brown sugar, Cin-
namon.
D. Loyalty card and next purchase promotion.
E. All of the above.
How do you prioritize high impact touchpoints in the customer
experience journey?
A. Touchpoints that are simple to implement but not relevant to the
target customer should be prioritized.
B. Prioritizing touchpoints based on the customer's needs and
preferences is not necessary in the process. C. High impact touchpoints are those that make or break the brand
C. High impact touchpoints are those that make or break the brand experience and have the ability to influence the behavior of the
experience and have the ability to influence the behavior of the target customer in a compelling way.
target customer in a compelling way.
D. Prioritization of touchpoints should be solely based on their cost
and implementation complexity.
E. The uniqueness of the experience that can be created should
not be considered in touchpoint prioritization.
What is the first step to define your internal communication and
training program?
A. Identify which is the best channel to launch it.
B. Define a theme for your campaign.
D. Understanding who your audience is.
C. Develop videos to promote your program.
D. Understanding who your audience is.
E. Identify who are the people that will appear in the communica-
tion.
What is a crucial role to recruit when embedding the brand in your
organization?
A. A graphic designer.
B. An HR specialist with experience in group psychology. E. The Brand Champions (or Ambassadors).
C. An external consultant.
D. An internal communication person.
E. The Brand Champions (or Ambassadors).
What is the most important action to take when launching a brand
engagement program?
A. Have your top management's endorsement. A. Have your top management's endorsement
B. Launch a great tagline for your program.
C. Develop a comprehensive brand tool kit.
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D. Give out bonus compensation for everyone who learns the
brand values.
E. None of the above.
For our program we have chosen 2 Brand Champions and they
are in charge of leading the teams to embed the brand values
throughout the different touchpoints. Which of the below descrip-
tions would you use as criterion for recognizing their behavior?
A. The number of customers that know our values.

B. The number of customers that they convince to buy more than

one product.
F. Assisting fellow colleagues in guidance of what is considered
C. How well employees can recite our values. on-brand behavior.

D. The savings that they can bring to every touchpoint.

E. Policing everyone to ensure that they behave according to our

values.

F. Assisting fellow colleagues in guidance of what is considered

on-brand behavior.
Wild Blue Preserves makes 15 different jams and jellies. They set
up a small shop in a local mall to sell their products alongside
other prepared foods. A jar of wild blueberry jelly costs $1.50 per
250 ml jar to produce. The mark-up pricing percentage Wild Blue
Preserves plans to use is 100 per cent.
B. $3.00
What would be the final price using cost-based pricing?
A. $1.99
B. $3.00
C. $3.50
D. $2.50
Consider a wind turbine manufacturer. Currently, a 1.5 MW wind
turbine has a price of $1.7M and $1.3M in variable cost.
If the manufacturer considers raising the price by 3%, what would
be the allowable volume loss to at least maintain profits?
A. 11% to 12%
A. 11% to 12%
B. 9% to 10%
C. 5% to 6%
D. 3% to 4%
An established producer of beef jerky decides to use market
penetration pricing at a local convenience store. A study of other
convenience stores shows a price range for jerky of $2.00 to $3.00
per 100 g package.
Considering the seller would like to enter the market aggressively
B. Less than $2
to gain market share, what would be the appropriate price for a
100 g package?
A. More than $3
B. Less than $2
C. Between $2 and $3
What is the price elasticity if an increase in price of 10% leads to
a unit sales drop of 5%?
A. -0.5
A. -0.5
B. 0.5
C. 2
D. -2

Assume that a product has a price elasticity of -0.7. In order

to reduce unit sales by 20%, what would the necessary price
increase be? D. 28% to 29%
A. 20% to 21%
B. 21% to 22%
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C. 27% to 28%
D. 28% to 29%
A product is being priced at 100€ and is being sold 3,000 times.
The price elasticity is estimated to be -2.0.
By how much would the revenues change when increasing the
price by 5%?
B. By a decrease of €16,500
A. By an increase of €16,500
B. By a decrease of €16,500
C. By an increse of €26,500
D. By a decrease of €26,500
Let's imagine you own a Porsche dealership that has been au-
thorized to sell the new 911, which has a suggested retail price of
$70,000.
Dealerships commonly adjust price substantially upwards or
downwards in response to local demand conditions.
You think the demand for the 911 looks as follows in your market:
Table: Price/Sales volume relationship
Price ($)
0
Sales Volume
10,000
600
20,000
540
480
30,000
420
40,000
360 C. $80,000
50,000
300
60,000
240
70,000
180
80,000
120
90,000
60
0
Given that you can purchase the Porsche 911 for $60.000, how
would you price the Porsche 911 to maximize profits?
A.$60,000
B. $70,000
C. $80,000
D. $90,000
E. $100,000
Imagine a retailer considering a 33-percent-off sale on blenders
currently priced at $54. The retailer pays $29 per blender from the
manufacturer.
How much has the volume to increase for the sale to maintain
profits? A. 248%
A. 248%
B. 24%
C. 496%
D. 49%

What statement about profit is accurate?

A. Profit = Revenues - Costs
B. All of the mentioned
B. All of the mentioned
C. Profit = Revenues - Variable Costs - Fixed Costs

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D. Profit = (Units Sold* Price) - (Units Sold* Variable Cost) - Fixed
Cost
If our company increases its prices while the competition keeps
their prices the same, what is the most likely impact on our sales
volume?
A. Drop A. Drop
B. Increase
C. Remain unchanged
D. Other
As the marketing manager for the Samsung S6 you are responsi-
ble for setting prices in the Spanish market. You have decided that
using market data to find the profit maximizing price is the right
approach. You therefore ask your marketing research department
for the necessary information.
After a couple of days they inform you that the fixed cost of
production is €200,000 and that the variable cost is €200 per
phone. They also have been able to collect sales data for the past
year. It seems the price had changed four times over the past year.
500
860
490
490
480
470
900
460
450
460
1050
440
450
Unit Price
430
1100 C. €450
420
425
410
1200
400
400
850
900
950
1000
1050
Unit Sales
1100
1150
1200
1250
800
With this information, which would be the optimal price to sell the
Samsung $6?
A. €460
B. €400
C. €450
D. €490
E. €425
As a marketing manager at Toyota you are being charged with
setting the price for the new Auris. You conducted a Gabor Granger
exercise and got the following information:
Definitely Not Buy
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Probably Not Buy
Probably Would Buy
Definitely Would Buy
€25,000
42%
38%
13%
7%
€27,000
46%
39%
11%
4% A.€25,000
€29,000
52%
38%
8%
2%
You know that your market has a potential of 100,000 cars. You are
interested in finding the price which maximizes your revenues.
What would be the correct price?
A.€25,000
B. €27,000
C. €29,000
D. Another price
In line with prospect theory, which option do consumers typically
prefer: a $5 discount on a $500 product or on a $50 product?
A.$50
A.$50
B. $500
Based on the relationship between price and demand, which price
would you anticipate would result in the highest volume of
product sales?
B. $54
A. $64
B. $54
C. $59
Why do price endings have an impact on consumers' deci-
sion-making process?
A. Due to the image effect B. Due to the level and image effect
B. Due to the level and image effect
C. Due to the level effect
When aiming to reduce the perceived discomfort of paying, which
payment method should be encouraged among customers?
A. Credit card payments
A. Credit card payments
B. Cash payments
Which channel function does not help to fulfill the completed
transactions?
A. Financing
B. Information
B. Information
C. Risk-taking
D. Physical Distribution
Which of the following sentences defines a "Push Strategy"?
A. Both definitions.
B. Manufacturer induces intermediaries to carry, promote and sell
B. Manufacturer induces intermediaries to carry, promote and sell
the product.
the product.
C. None of them.
D. Manufacturer uses several forms of communication to persuade
consumers to demand the product.
Which one of the following is not one of the main steps when
designing a distribution model?
A. Establish channel objectives.
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B. Identify channel alternatives.
C. Analyze the environment. C. Analyze the environment.
D. Evaluate the alternatives.
Which of the following is not a key factor in channel management?
A. Select
B. Train and motivate D. Update
C. Evaluate
D. Update
Which of the following is not a critical question to ask about
market-by-market growth?
A. What are our growth priorities?
C. Should we follow the strategy of the best performers in the
B. How will we enable change?
market?
C. Should we follow the strategy of the best performers in the
market?
D. How will we deliver on our value proposition?
Which of the following is not a main marketing logistics function?
A. Logistic Information Management
B. Transportation D. Financing the merchandise
C. Inventory Management
D. Financing the merchandise
What definition best reflects what a merchant wholesaler does?
A. Brings buyers and sellers together and assists in negotiation.
B. Takes no title of goods and performs only a few functions. D. Takes title of goods.
C. Takes no title of goods and provides full services.
D. Takes title of goods.
Which of the following aspects influences a channel being short-
er?
A. Complexity of purchase process. A. Complexity of purchase process.
B. Simple products
C. High population density
Which of the following is NOT one of the three rules for building
a modern retail organization that will support an Omni-channel
strategy?
A. Be a silo bluster. C. Plan medium and long-term.
B. Go beyond structure.
C. Plan medium and long-term.
D. Have bold ambitions.
3. Which one of the following segmentation criteria can you es-
tablish to minimize conflict?
A. Industry A. Industry
B. Legal procedure
C. HR qualification
Which is one correct definition when describing Trade Marketing?
A. Increment the offer from the manufacturer.
C. It is a strategic alliance.
B. Share costs among players.
C. It is a strategic alliance.
What of the following are trade marketing objectives?
A. Enhance logistics.
B. Improve Point of Sales (POS) turnover.
B. Improve Point of Sales (POS) turnover.
C. Pricing policy.
What is one of the main Category Manager (CM) functions?
A. Develop strategic plans for a certain product line.
A. Develop strategic plans for a certain product line.
B. Manage the relationship with retailers.
C. Serve as an "advocate" of the client inside the manufacturer.
Which of the following is NOT a way retailers can improve their
promotion performance and increase their margins on promo-
C. Design a promotion process within the department in charge.
tions?
A. Craft promotion strategies to guide category-level decisions.
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B. Deploy Big-data analytics to produce actionable recommenda-
tions.
C. Design a promotion process within the department in charge.
D. Build up orgnaizational capabilities to execute promotions.
What type of channel conflict did Goodyear face when several
channels started to sell to the same target market?
Remember, this case was explained at the video titled "Channel
Conflict, Cooperation and Competition." C. Multichannel
A. Horizontal
B. Vertical
C. Multichannel
The person in charge of a large client is the:
A. Key Account Manager
B. Both A. Key Account Manager
C. Neither of these.
D. Category Manager
Question 1:
What main activity do retailers NOT provide?
A. Holding inventory.
C. Keeping bulk.
B. Providing assortment.
C. Keeping bulk.
D. Offering services.
Which of the following is NOT considered an important develop-
ment that is taking place in retail?
A. Age of information
A. Age of information
B. Evolving role of the Internet
C. Technology in Retailing
D. Globalization
Which of the following descriptions of the breadth and depth of an
assortment is correct?
A. Both of them.
B. Breadth is the
C. None of them
number of different items offered in a merchandise category.
C. None of them
D. Depth is the
number of merchandise categories a retailer offers.
What aspects from the consumer experience DOES NOT have a
strong impact on brand advocacy?
A. Customer service
D. Price
B. Product satisfaction
C. Emotional connection
D. Price
Which of the following sentences regarding Sustainable Compet-
itive Advantages (SCA) is right?
A. A SCA is replicating and improving a competitor's advantage,
maintaining it over a long period of time. B. For some brands such as ZARA, Distribution and information
B. For some brands such as ZARA, Distribution and information Systems are one SCA.
Systems are one SCA.
C. To build a Sustainable Competitive Advantage, retailers usually
rely on their single, most competitive approach.

In which order should the so called "S.T.O.R.E." five-step ap-

proach, to the reassessment of the role of the physical store, be
implemented?
A. Redesign
In-store experience; Maximize the Portfolio; Redefine the Role of
the Store; Adjust Categories and Implement across channels.

B. Redefine the Role of the Store; Redesign In-store experience;

Maximize the Portfolio; Adjust Categories and Implement across

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channels.

C. Redefine the Role of the Store; Adjust Categories; Maximize

the Portfolio; Redesign In-store experience and Implement across C. Redefine the Role of the Store; Adjust Categories; Maximize
channels. the Portfolio; Redesign In-store experience and Implement across
channels.
D. Redesign In-store experience; Maximize the Portfolio; Adjust
Categories; Redefine the Role of the Store; and Implement across
channels.
Which is NOT a benefit of Omni-Channel
Retailing, especially for the traditional store-based and catalogue
retailers when using electronic channels.
A. Building a Strategic Advantage D. Becoming a leader
B. Overcoming the limitations of existing formats
C. Expanding markets
D. Becoming a leader

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