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MCQ 301: The information is collected from consumer rating organizations and mass media is classified as:

  1. public sources
  2. experimental sources
  3. personal sources
  4. commercial sources

MCQ 302: The 'chain of value' identifies:

  1. Four primary activities
  2. Five primary activities
  3. Six primary activities
  4. Seven primary activities

MCQ 303: When more and more extrinsic factors play role in the buying decision, the customer most probably follow:

  1. peripheral route
  2. central route
  3. expectancy cue
  4. value cue

MCQ 304: The assessment of brand equity potential sources by tracking consumer knowledge structure is called:

  1. direct approach
  2. indirect approach
  3. internal assessment
  4. external assessment

MCQ 305: The change in attitude based on customer's association to brands is classified as:

  1. elaboration route
  2. central cues
  3. value cues
  4. peripheral route

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