How often Product decisions and branding is asked

Where it was asked

• Oct/Nov 20144 marks
• May/Jun 20144 marks
• Oct/Nov 20135 marks

The questions

1. Oct/Nov 2014, Q311 mark · multiple choice

   Match the product concept in Column A with its correct description/example in Column B. Column A lists: a) core product; b) need-satisfying product; c) product image; d) formal product. Column B lists: i) the Mitsubishi Pajero has a specific identity; ii) the Rav4 has a three-year warranty and a motor plan for its first 5 years; iii) a sports utility vehicle (SUV) has four fitted tyres, a spare tyre, a 2,4 litre engine and a seating capacity for five people; iv) Lexus cars are sold only at exclusive dealerships and at a price 30% higher than the Avensis. Which option correctly matches each item?

2. Oct/Nov 2014, Q351 mark · multiple choice

   KOO sells its tinned food in tins that are more or less identical in shape and size, with the only difference being the labelling. Which type of packaging does KOO use for its tinned food?

3. Oct/Nov 2014, Q411 mark · multiple choice

   There are four phases in a product's life cycle. Match the life cycle phase in Column A with the correct marketing strategy in Column B. Column A lists: a) Introductory phase; b) Growth phase; c) Maturity phase; d) Declining phase. Column B lists: i) Intensive market coverage is used; ii) No modifications of the product are considered; iii) The target market consists of adventurous consumers; iv) Mass media is used to advertise products and services; v) A combination of personal selling and bait pricing is used. Which option correctly matches the life cycle phases with the marketing strategies?

4. Oct/Nov 2014, Q421 mark · multiple choice

   Company Unlimited manufactures a diverse range of products for a variety of consumers. Product A is sold to quality-conscious buyers at a high price and is available at all large retail shops. Product B is sold to price-conscious buyers at a lower price, available only at certain branches of a specific retailer. Product A is a blank brand while Product B is a blank brand. Which pair of terms correctly completes the blanks (Product A, Product B)?

5. May/Jun 2014, Q351 mark · multiple choice

   Lexus vehicles are advertised in prestigious magazines and sold through exclusive dealerships at a much higher price than the Toyota RAV4. This positioning illustrates which marketing concept?