Select the radio button corresponding to your choice of answer for each question, and then click on ‘Submit Answers’ to find out how many you answered correctly.

1			Compared with a highly competitive market, a monopolist market is more likely to result in which of the following consequences?
			A)	higher price level: higher total consumption
			B)	higher price level: lower total consumption
			C)	lower price level: higher total consumption
			D)	lower price level: lower total consumption
2			When the restaurant chain Pizza Express launches its own brand of take-home ready prepared meals, this is an example of:
			A)	a brand family
			B)	a brand extension
			C)	a brand segment
			D)	a mass market branding strategy
3			A company can protect its brand from unauthorised copying through the use of a
			A)	Charter mark
			B)	Benchmark
			C)	Trademark
			D)	Kite mark
4			Which of the following products is most commonly sold on the basis of the emotional attributes of its brand name?
			A)	batteries
			B)	training shoes
			C)	petrol
			D)	fresh fruit and vegetables
5			Which of the following products is most commonly sold on the basis of the functional attributes of its brand name?
			A)	batteries
			B)	soft drinks
			C)	training shoes
			D)	gourmet celebrity endorsed ready prepared meals
6			One approach to branding is to use the same brad name for everything a company produces. However there are several problems associated with this approach. Which of the following is NOT an identified problem of this approach?
			A)	It is more expensive as the company has to spend money promoting all its product and also itself
			B)	It can confuse the values of the brand where products within the branded range are too diverse
			C)	One poorly performing product can tarnish all products carrying the name
			D)	It can make it difficult for a company to dispose of a division or product line as the main value of a product is often the brand name
7			Where a company has a strong positive brand it may consider extending the brand to new product ranges. Which of the following is NOT an advantage of following this strategy?
			A)	Buyers are familiar with the brand values
			B)	It is risk-free as the brand is already established
			C)	Brand values will be transferred to the new products
			D)	There are economies of scale in promotion
8			The common law of England seeks to preserve the competitiveness of markets on the basis of what is:
			A)	affordable
			B)	customary
			C)	economic
			D)	reasonable
9			Price discrimination by a firm implies that it:
			A)	matches selling prices closely to production costs
			B)	is necessarily acting illegally
			C)	minimises its costs
			D)	charges some groups more than others
10			The key feature of oligopolistic competition is:
			A)	interdependence of buyers
			B)	interdependence of sellers
			C)	emphasis on price competition
			D)	many small sellers