問題一覧
1
1) When Domino's Pizza sought to increase sales and return customers, one key tactic was to:
A) raise prices.
B) enter new markets.
C) change the brand.
D) buy the largest competing pizza chain.
C
2
2) The feelings consumers and businesses have about a brand is:
A) the result of its advertising program impact.
B) brand equity.
C) brand image.
D) brand persona.
C
3
3) The brand image of an automobile manufacturer such as Porsche, Mazda, Toyota, or Ford
might be based on each of the following except:
A) evaluations of vehicles.
B) whether the company is foreign or domestic.
C) economic conditions.
D) customer views of company advertising and the local dealership
C
4
4) Which is not part of a brand image?
A) Tangible elements
B) Intangible elements
C) What the company stands for as well as how it is known in the marketplace
D) Governmental regulations that affect the company
D
5
5) Each of the following items is a tangible component of a brand image except:
A) goods and services sold.
B) retail outlets where the product is sold.
C) advertising, promotions, and other forms of communication.
D) competing businesses.
D
6
6) Which is an intangible element of a brand image?
A) A corporate name and logo
B) Ideals and beliefs of corporate personnel
C) Employees
D) Packaging and labeling
B
7
7) In the mind of the consumer, a strong brand image is linked to:
A) perceptions of economic conditions.
B) ratings by financial advisors.
C) reduction of search time in purchase decisions.
D) finding substitute goods when making purchases.
C
8
8) From a consumer's perspective, a strong brand image provides each of the following except:
A) assurance regarding purchase decisions in unfamiliar settings.
B) purchase alternatives.
C) a reduction in search time.
D) social acceptance of purchases.
B
9
9) From a consumer's perspective, a strong brand image generates which element when
customers purchase goods or services with which they have little experience?
A) Memorable reference
B) Positive assurance
C) Immediate feedback
D) Increased purchasing options
B
10
10) Feeling good after making a purchase from a company with a strong and positive image is an
example of:
A) an impulse buy.
B) psychological reinforcement.
C) cognitive dissonance.
D) brand metrics.
B
11
11) When you know other people have purchased the same brand that you are buying, the feeling
is called:
A) social acceptance.
B) reliability.
C) cognitive dissonance.
D) brand recognition.
A
12
12) From the perspective of the corporation, a strong brand image is related to each of the
following except:
A) ability to attract quality employees.
B) higher level of brand parity.
C) positive word-of-mouth recommendations by customers.
D) higher level of channel power.
B
13
13) From the perspective of the corporation, a strong brand image is related to each of the
following except:
A) being able to charge a higher price.
B) increased competition.
C) more frequent purchases by customers.
D) more favorable ratings by financial observers.
B
14
14) From the company's perspective, a quality brand image enhances the introduction of a new
product because:
A) the company can charge a lower price for the new product.
B) a new distribution channel can be established.
C) customers normally transfer their trust in and beliefs about the corporation to a new product.
D) the competition does not know how to respond
C
15
15) A corporate or brand image reflects the feelings consumers and businesses have about the
overall organization, as well as its individual products.
T
16
16) A corporate or brand image summarizes what the company or brand stands for as well as
how it is known in the marketplace.
T
17
17) Effective marketing communications are based on a clearly defined brand image.
T
18
18) What a firm's employees believe about a brand's image is more important than what
consumers think.
F
19
19) The most important component of a brand image is the price.
F
20
33) Which of the following statements about image is false?
A) Reinforcing or rejuvenating a current image that is consistent with the view of consumers is
easier to accomplish than changing a well-established image that is not consistent with the image
the company wants to project.
B) It is relatively easy to change the image people hold about a given company.
C) Any negative or bad press can quickly destroy an image that took years to build.
D) The image being projected must accurately portray the firm and coincide with its goods and
services.
B
21
34) Which type of brand name reveals what a company does?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
A
22
35) American Airlines and BMW Motorcycles are examples of:
A) overt names.
B) implied names.
C) conceptual names.
D) iconoclastic names.
A
23
36) Which type of brand name captures the essence of the idea behind the brand?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
C
24
37) Lucent Technologies and Google are examples of:
A) overt names.
B) implied names.
C) conceptual names.
D) iconoclastic names.
C
25
38) Which type of brand name does not reflect the company's goods or services?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
D
26
39) Which type of brand name is unique, different, and memorable without suggesting the
company's goods or services?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
D
27
40) Overt brand names:
A) reveal what the brand does.
B) capture the essence of the idea behind the brand.
C) contain recognizable words or word parts that imply what the brand is about.
D) do not reflect the brand's goods or services, but instead something that is unique, different,
and memorable.
A
28
41) Implied brand names:
A) reveal what the brand does.
B) capture the essence of the idea behind the brand.
C) contain recognizable words or word parts that imply what the brand is about.
D) do not reflect the brand, but instead something that is unique, different, and memorable.
C
29
42) Iconoclastic brand names:
A) reveal what the brand does.
B) capture the essence of the idea behind the brand.
C) contain recognizable words or word parts that imply what the brand is about.
D) do not reflect the brand's goods or services, but instead something that is unique, different,
and memorable.
D
30
42) Iconoclastic brand names:
A) reveal what the brand does.
B) capture the essence of the idea behind the brand.
C) contain recognizable words or word parts that imply what the brand is about.
D) do not reflect t
D
31
44) A brand extension is:
A) a group of related core products sold under one name.
B) the creation of a logo which further explains the brand.
C) the design of a public relations campaign to support a brand.
D) using an established brand name on goods or services not related to the core brand.
D
32
45) Nike selling a line of clothing to go along with its main product (shoes) is an example of a:
A) flanker brand.
B) brand extension.
C) cooperative brand.
D) complementary brand.
B
33
46) Which of the following is a flanker brand?
A) The offering of two or more brands in a single marketing offer
B) The joint venture of two or more brands into a new product or service
C) Development of a new brand by a company in a good or service category where it currently
has other brands
D) A brand with the same name in a different industry
C
34
47) When Procter & Gamble added a new laundry detergent in Asia called "Panda" to its current
line of laundry detergents, the Panda brand would be considered a:
A) brand extension.
B) family brand.
C) flanker brand.
D) complementary brand.
C
35
48) If a company's marketing team believes that offering a new product under the current brand
name may adversely affect the current brand, the best approach would be to introduce the
product as a:
A) brand extension.
B) ingredient brand.
C) flanker brand.
D) co-brand.
C
36
49) Which involves using an established brand name on goods or services that are not related to
the core brand?
A) Brand extension
B) Private brand
C) Flanker brand
D) Complementary brand
A
37
50) When a company develops a new brand in the same category in which the firm already has a
branded product, it is a:
A) brand extension.
B) private brand.
C) flanker brand.
D) complementary brand.
C
38
51) A company's marketing team introduces a new brand in a product category where it already
has brands in an effort to appeal to consumers the team believes is not being reached by the
company's current brands. Which is being used?
A) Brand extension
B) Private brand
C) Flanker brand
D) Complementary brand
C
39
52) In introducing a new brand, which approach is often used by firms operating in high-end
markets in order to avoid damaging the high-end brand's reputation?
A) Brand extension
B) Co-branding
C) Flanker brand
D) Complementary brand
C
40
53) A firm that expands to international markets often adds additional brands to current brands in
order to strengthen an international presence, reflecting which strategy?
A) Brand extension
B) Private brand
C) Flanker brand
D) Complementary brand
C
41
54) Co-branding or alliance branding can take each the following forms, except:
A) flanker brand.
B) ingredient brand.
C) cooperative brand.
D) complementary brand.
A
42
55) Ingredient branding involves:
A) placing one brand within another.
B) developing a new brand to be sold in a category where the firm already has a brand.
C) a joint venture of two brands in one product.
D) marketing two brands together to encourage co-consumption.
A
43
56) Intel Pentium processors placed inside of computers is a form of:
A) ingredient branding.
B) flanker brand.
C) cooperative branding.
D) complementary branding.
A
44
57) Cooperative branding is:
A) private labeling with a major brand.
B) placing one brand in another as a form of cooperation.
C) the joint venture of two or more brands in one product.
D) the marketing of two brands together to encourage co-consumption.
C
45
58) Alliance or co-branding works best when:
A) the two brands are unrelated.
B) a well-known brand is attached to a lesser-known brand.
C) a private label is co-branded with a manufacturer's brand.
D) it builds the brand equity of both brands.
D
46
59) Complementary branding is:
A) using a private label to complement the main brand.
B) placing one brand within another brand.
C) the joint venture of two or more brands in one product.
D) marketing two brands together to encourage co-consumption.
D
47
60) Selling Reese's Peanut Butter Cup milkshakes at Dairy Queen is an example of:
A) flanker branding.
B) extension branding.
C) cooperative branding.
D) complementary branding.
D
48
61) The placement of one brand within another brand is:
A) ingredient branding.
B) cooperative branding.
C) complementary branding.
D) flanker branding.
A
49
62) The marketing of two or more brands together to encourage co-consumption or co-purchases
is:
A) ingredient branding.
B) cooperative branding.
C) complementary branding.
D) flanker branding.
C
50
63) In terms of co-branding, the highest risk strategy is:
A) ingredient branding.
B) cooperative branding.
C) complementary branding.
D) flanker branding.
C
51
84) Which type of brand name contains recognizable words or word parts that imply what the
company is about?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
B
52
85) FedEx and International Business Machines (IBM) are examples of:
A) overt names.
B) implied names.
C) conceptual names.
D) iconoclastic names..
B
53
87) Conceptual brand names:
A) capture the essence of the idea behind the brand.
B) contain recognizable words or word parts that imply what the brand is about.
C) do not reflect the brand's goods or services, but instead something that is unique, different,
and memorable.
D) reveal what the brand does.
B
54
88) The symbol used to identify a brand is a(n):
A) trademark.
B) patent.
C) icon.
D) logo.
D
55
89) Stimulus codability is:
A) a form of brand name.
B) the perception that the brand is known.
C) consensually held meanings among customers.
D) another name for product positioning.
C
56
90) When a logo elicits shared meanings across consumers, it exhibits:
A) stimulus codability.
B) reliability.
C) consensus.
D) referent response.
A
57
91) McDonald's arches create shared meaning across consumers in the United States and around
the world, which means the arches exhibit:
A) duality.
B) stimulus codability.
C) brand endurance.
D) brand equity.
B
58
93) Brand logos:
A) are unrelated to image but are related to positioning.
B) help with recall of advertisements and brands.
C) usually are inexpensive to develop.
D) increase search time in product purchase decisions.
B
59
94) Quality logos and brand names should pass each of the following tests, except:
A) be similar to others in the industry.
B) be familiar.
C) elicit a consensual meaning among those in the firm's target market.
D) evoke positive feelings.94) Quality logos and brand names should pass each of the following tests, except:
A) be similar to others in the industry.
B) be familiar.
C) elicit a consensual meaning among those in the firm's target market.
D) evoke positive feelings.
A
60
95) The Nike swoosh is an example of a(n):
A) brand.
B) package.
C) label.
D) logo.95) The Nike swoosh is an example of a(n):
A) brand.
B) package.
C) label.
D) logo.
D
61
96) Logos help with in-store shopping because:
A) they are more readily recognized by shoppers.
B) they move traffic past goods which are not being purchased.
C) they are a form of clutter.
D) consumers have made up their minds prior to arrival.
A
62
105) When seeking to identify the desired brand image, company leaders first assess:
A) the brand's current image.
B) the external environment.
C) tangible competitor advantages.
D) intangible competitor advantages.
A
63
106) In making decisions about the image to be projected, it will be the easiest for marketers to:
A) rejuvenate an image that is consistent with consumer's current view of the brand.
B) reinforce an image that is not consistent with a consumer's current view of the brand.
C) develop a new image for a new brand.
D) revert to an earlier image of the brand.
A
64
107) It is important that the image being projected by a brand's marketing messages:
A) reinforces the competition's concept of the image.
B) accurately portray the brand and coincide with the product being offered.
C) be different than what consumers already believe about the brand.
D) coincides with what competitors are doing.
B
65
108) The desired brand image is one that:
A) coincides with the majority of companies within the industry.
B) avoids comparisons with other brands.
C) is consistent with the views of management of each company.
D) sends a clear message about the unique nature of an organization and its products.
D
66
109) Keeping a consistent brand image while incorporating new elements is an example of:
A) developing a new image.
B) image positioning.
C) rejuvenating an image.
D) completing an image.
C
67
110) When business travelers began to view Holiday Inn as outdated with old decor, the
management team remodeled many properties and terminated contracts with proprietors that did
not meet the new standards. This is an example of:
A) reinforcing the current image.
B) developing a new image.
C) rejuvenating an image.
D) changing an image.
C
68
111) Hewlett-Packard's management team decided to alter the impression that the brand was a
staid company run by engineers into an ultimate lifestyle technology company in tune with pop
culture. This is an example of:
A) developing a new image.
B) reinforcing a current image.
C) rejuvenating an image.
D) changing an image.
D
69
112) Changing an image is most necessary when:
A) a brand's image has been adversely impacted by entry of new competitors.
B) sales begin to decline.
C) target markets shrink or disappear or a firm's image no longer matches industry trends and
consumer expectations.
D) a competitor enters the market with a product that is viewed as being superior.
C
70
113) Target's addition of designer product lines and advertising intended to raise the brand's
prominence is an example of seeking to:
A) reinforce an image.
B) acquire an image.
C) change an image.
D) perfect an image.
C
71
122) Names assigned to individual goods or services or to groups of products in a line are:
A) brands.
B) logos.
C) metrics.
D) designs.
A
72
123) A family brand is:
A) one in which a company offers a series or group of products under one brand name.
B) a type of extension or flanker brand offered by one company.
C) a logo or theme of a brand.
D) one that has a high level of brand equity.
A
73
129) Strong brands achieve each of the following except:
A) allow a company to charge more for products.
B) create brand parity.
C) provide customers assurance of quality.
D) transfer to other products or brands the company sells.129) Strong brands achieve each of the following except:
A) allow a company to charge more for products.
B) create brand parity.
C) provide customers assurance of quality.
D) transfer to other products or brands the company sells.
B
74
135) The perception that a brand is different and better is:
A) brand equity.
B) brand parity.
C) flanker branding.
D) the private label advantage.
A
75
136) When a customer believes Craftsman makes the best and most reliable tools, it is an
example of:
A) brand parity.
B) brand equity.
C) brand cooperation.
D) brand decision.
B
76
186) Traditionally, a package provided each of the following functions, except:
A) allow customers to see the product.
B) provide for ease of shipping, moving, and handling.
C) protect the contents.
D) provide for easy placement on store shelves.
A
77
187) New trends in packaging include each of the following, except:
A) prevent tampering.
B) meet consumer needs for speed, convenience, and portability.
C) contemporary and striking design.
D) designed for ease of use.
A
78
188) Labels on packages serve the following purposes, except:
A) provide legal requirements in terms of content.
B) provide consumers with pricing per unit information.
C) another marketing opportunity to reach consumers.
D) provide warranty and guarantee information.
B
79
189) Brand infringement occurs when:
A) an internet domain is used that is similar to a brand name.
B) individuals purchase domain names just for the purpose of selling them later to famous
individuals or companies.
C) a company creates a brand name that closely resembles a popular or successful brand name.
D) the brand name is used in advertisements by competitors.
C
80
190) Domain squatting occurs when:
A) an internet domain is used that is similar to a brand name.
B) individuals purchase domain names just for the purpose of selling them later to famous
individuals or companies.
C) a company creates a brand name that closely resembles a popular or successful brand name.
D) the brand name becomes a generic term for the product category.
B
81
191) Manufacturers are using all the following methods to respond to inroads made by private
labels, except:
A) modifying the brand's position in the marketplace.
B) expanding product offerings.
C) using alternative promotional methods.
D) improving in-store displays and packaging.
A
82
197) Using a standardized global brand offers all of the following advantages, except:
A) lower marketing costs.
B) meets the need of individual cultures within different countries.
C) transference of best practices from one country to another.
D) a higher perceived quality because it is sold in different countries.
B
83
198) Global brands perform best with:
A) highly visible products, such as clothing and furniture.
B) high-profile, low-involvement products.
C) high-profile, high-involvement products.
D) low-involvement everyday products.
C
MC chapter 1
MC chapter 1
Madina Abilassan · 78問 · 12ヶ月前MC chapter 1
MC chapter 1
78問 • 12ヶ月前state exam 2
state exam 2
Madina Abilassan · 50問 · 11ヶ月前state exam 2
state exam 2
50問 • 11ヶ月前Marketing communication
Marketing communication
Madina Abilassan · 102問 · 11ヶ月前Marketing communication
Marketing communication
102問 • 11ヶ月前state exam 1
state exam 1
Madina Abilassan · 50問 · 11ヶ月前state exam 1
state exam 1
50問 • 11ヶ月前consumer behaviour
consumer behaviour
Madina Abilassan · 119問 · 11ヶ月前consumer behaviour
consumer behaviour
119問 • 11ヶ月前問題一覧
1
1) When Domino's Pizza sought to increase sales and return customers, one key tactic was to:
A) raise prices.
B) enter new markets.
C) change the brand.
D) buy the largest competing pizza chain.
C
2
2) The feelings consumers and businesses have about a brand is:
A) the result of its advertising program impact.
B) brand equity.
C) brand image.
D) brand persona.
C
3
3) The brand image of an automobile manufacturer such as Porsche, Mazda, Toyota, or Ford
might be based on each of the following except:
A) evaluations of vehicles.
B) whether the company is foreign or domestic.
C) economic conditions.
D) customer views of company advertising and the local dealership
C
4
4) Which is not part of a brand image?
A) Tangible elements
B) Intangible elements
C) What the company stands for as well as how it is known in the marketplace
D) Governmental regulations that affect the company
D
5
5) Each of the following items is a tangible component of a brand image except:
A) goods and services sold.
B) retail outlets where the product is sold.
C) advertising, promotions, and other forms of communication.
D) competing businesses.
D
6
6) Which is an intangible element of a brand image?
A) A corporate name and logo
B) Ideals and beliefs of corporate personnel
C) Employees
D) Packaging and labeling
B
7
7) In the mind of the consumer, a strong brand image is linked to:
A) perceptions of economic conditions.
B) ratings by financial advisors.
C) reduction of search time in purchase decisions.
D) finding substitute goods when making purchases.
C
8
8) From a consumer's perspective, a strong brand image provides each of the following except:
A) assurance regarding purchase decisions in unfamiliar settings.
B) purchase alternatives.
C) a reduction in search time.
D) social acceptance of purchases.
B
9
9) From a consumer's perspective, a strong brand image generates which element when
customers purchase goods or services with which they have little experience?
A) Memorable reference
B) Positive assurance
C) Immediate feedback
D) Increased purchasing options
B
10
10) Feeling good after making a purchase from a company with a strong and positive image is an
example of:
A) an impulse buy.
B) psychological reinforcement.
C) cognitive dissonance.
D) brand metrics.
B
11
11) When you know other people have purchased the same brand that you are buying, the feeling
is called:
A) social acceptance.
B) reliability.
C) cognitive dissonance.
D) brand recognition.
A
12
12) From the perspective of the corporation, a strong brand image is related to each of the
following except:
A) ability to attract quality employees.
B) higher level of brand parity.
C) positive word-of-mouth recommendations by customers.
D) higher level of channel power.
B
13
13) From the perspective of the corporation, a strong brand image is related to each of the
following except:
A) being able to charge a higher price.
B) increased competition.
C) more frequent purchases by customers.
D) more favorable ratings by financial observers.
B
14
14) From the company's perspective, a quality brand image enhances the introduction of a new
product because:
A) the company can charge a lower price for the new product.
B) a new distribution channel can be established.
C) customers normally transfer their trust in and beliefs about the corporation to a new product.
D) the competition does not know how to respond
C
15
15) A corporate or brand image reflects the feelings consumers and businesses have about the
overall organization, as well as its individual products.
T
16
16) A corporate or brand image summarizes what the company or brand stands for as well as
how it is known in the marketplace.
T
17
17) Effective marketing communications are based on a clearly defined brand image.
T
18
18) What a firm's employees believe about a brand's image is more important than what
consumers think.
F
19
19) The most important component of a brand image is the price.
F
20
33) Which of the following statements about image is false?
A) Reinforcing or rejuvenating a current image that is consistent with the view of consumers is
easier to accomplish than changing a well-established image that is not consistent with the image
the company wants to project.
B) It is relatively easy to change the image people hold about a given company.
C) Any negative or bad press can quickly destroy an image that took years to build.
D) The image being projected must accurately portray the firm and coincide with its goods and
services.
B
21
34) Which type of brand name reveals what a company does?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
A
22
35) American Airlines and BMW Motorcycles are examples of:
A) overt names.
B) implied names.
C) conceptual names.
D) iconoclastic names.
A
23
36) Which type of brand name captures the essence of the idea behind the brand?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
C
24
37) Lucent Technologies and Google are examples of:
A) overt names.
B) implied names.
C) conceptual names.
D) iconoclastic names.
C
25
38) Which type of brand name does not reflect the company's goods or services?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
D
26
39) Which type of brand name is unique, different, and memorable without suggesting the
company's goods or services?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
D
27
40) Overt brand names:
A) reveal what the brand does.
B) capture the essence of the idea behind the brand.
C) contain recognizable words or word parts that imply what the brand is about.
D) do not reflect the brand's goods or services, but instead something that is unique, different,
and memorable.
A
28
41) Implied brand names:
A) reveal what the brand does.
B) capture the essence of the idea behind the brand.
C) contain recognizable words or word parts that imply what the brand is about.
D) do not reflect the brand, but instead something that is unique, different, and memorable.
C
29
42) Iconoclastic brand names:
A) reveal what the brand does.
B) capture the essence of the idea behind the brand.
C) contain recognizable words or word parts that imply what the brand is about.
D) do not reflect the brand's goods or services, but instead something that is unique, different,
and memorable.
D
30
42) Iconoclastic brand names:
A) reveal what the brand does.
B) capture the essence of the idea behind the brand.
C) contain recognizable words or word parts that imply what the brand is about.
D) do not reflect t
D
31
44) A brand extension is:
A) a group of related core products sold under one name.
B) the creation of a logo which further explains the brand.
C) the design of a public relations campaign to support a brand.
D) using an established brand name on goods or services not related to the core brand.
D
32
45) Nike selling a line of clothing to go along with its main product (shoes) is an example of a:
A) flanker brand.
B) brand extension.
C) cooperative brand.
D) complementary brand.
B
33
46) Which of the following is a flanker brand?
A) The offering of two or more brands in a single marketing offer
B) The joint venture of two or more brands into a new product or service
C) Development of a new brand by a company in a good or service category where it currently
has other brands
D) A brand with the same name in a different industry
C
34
47) When Procter & Gamble added a new laundry detergent in Asia called "Panda" to its current
line of laundry detergents, the Panda brand would be considered a:
A) brand extension.
B) family brand.
C) flanker brand.
D) complementary brand.
C
35
48) If a company's marketing team believes that offering a new product under the current brand
name may adversely affect the current brand, the best approach would be to introduce the
product as a:
A) brand extension.
B) ingredient brand.
C) flanker brand.
D) co-brand.
C
36
49) Which involves using an established brand name on goods or services that are not related to
the core brand?
A) Brand extension
B) Private brand
C) Flanker brand
D) Complementary brand
A
37
50) When a company develops a new brand in the same category in which the firm already has a
branded product, it is a:
A) brand extension.
B) private brand.
C) flanker brand.
D) complementary brand.
C
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51) A company's marketing team introduces a new brand in a product category where it already
has brands in an effort to appeal to consumers the team believes is not being reached by the
company's current brands. Which is being used?
A) Brand extension
B) Private brand
C) Flanker brand
D) Complementary brand
C
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52) In introducing a new brand, which approach is often used by firms operating in high-end
markets in order to avoid damaging the high-end brand's reputation?
A) Brand extension
B) Co-branding
C) Flanker brand
D) Complementary brand
C
40
53) A firm that expands to international markets often adds additional brands to current brands in
order to strengthen an international presence, reflecting which strategy?
A) Brand extension
B) Private brand
C) Flanker brand
D) Complementary brand
C
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54) Co-branding or alliance branding can take each the following forms, except:
A) flanker brand.
B) ingredient brand.
C) cooperative brand.
D) complementary brand.
A
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55) Ingredient branding involves:
A) placing one brand within another.
B) developing a new brand to be sold in a category where the firm already has a brand.
C) a joint venture of two brands in one product.
D) marketing two brands together to encourage co-consumption.
A
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56) Intel Pentium processors placed inside of computers is a form of:
A) ingredient branding.
B) flanker brand.
C) cooperative branding.
D) complementary branding.
A
44
57) Cooperative branding is:
A) private labeling with a major brand.
B) placing one brand in another as a form of cooperation.
C) the joint venture of two or more brands in one product.
D) the marketing of two brands together to encourage co-consumption.
C
45
58) Alliance or co-branding works best when:
A) the two brands are unrelated.
B) a well-known brand is attached to a lesser-known brand.
C) a private label is co-branded with a manufacturer's brand.
D) it builds the brand equity of both brands.
D
46
59) Complementary branding is:
A) using a private label to complement the main brand.
B) placing one brand within another brand.
C) the joint venture of two or more brands in one product.
D) marketing two brands together to encourage co-consumption.
D
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60) Selling Reese's Peanut Butter Cup milkshakes at Dairy Queen is an example of:
A) flanker branding.
B) extension branding.
C) cooperative branding.
D) complementary branding.
D
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61) The placement of one brand within another brand is:
A) ingredient branding.
B) cooperative branding.
C) complementary branding.
D) flanker branding.
A
49
62) The marketing of two or more brands together to encourage co-consumption or co-purchases
is:
A) ingredient branding.
B) cooperative branding.
C) complementary branding.
D) flanker branding.
C
50
63) In terms of co-branding, the highest risk strategy is:
A) ingredient branding.
B) cooperative branding.
C) complementary branding.
D) flanker branding.
C
51
84) Which type of brand name contains recognizable words or word parts that imply what the
company is about?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
B
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85) FedEx and International Business Machines (IBM) are examples of:
A) overt names.
B) implied names.
C) conceptual names.
D) iconoclastic names..
B
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87) Conceptual brand names:
A) capture the essence of the idea behind the brand.
B) contain recognizable words or word parts that imply what the brand is about.
C) do not reflect the brand's goods or services, but instead something that is unique, different,
and memorable.
D) reveal what the brand does.
B
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88) The symbol used to identify a brand is a(n):
A) trademark.
B) patent.
C) icon.
D) logo.
D
55
89) Stimulus codability is:
A) a form of brand name.
B) the perception that the brand is known.
C) consensually held meanings among customers.
D) another name for product positioning.
C
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90) When a logo elicits shared meanings across consumers, it exhibits:
A) stimulus codability.
B) reliability.
C) consensus.
D) referent response.
A
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91) McDonald's arches create shared meaning across consumers in the United States and around
the world, which means the arches exhibit:
A) duality.
B) stimulus codability.
C) brand endurance.
D) brand equity.
B
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93) Brand logos:
A) are unrelated to image but are related to positioning.
B) help with recall of advertisements and brands.
C) usually are inexpensive to develop.
D) increase search time in product purchase decisions.
B
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94) Quality logos and brand names should pass each of the following tests, except:
A) be similar to others in the industry.
B) be familiar.
C) elicit a consensual meaning among those in the firm's target market.
D) evoke positive feelings.94) Quality logos and brand names should pass each of the following tests, except:
A) be similar to others in the industry.
B) be familiar.
C) elicit a consensual meaning among those in the firm's target market.
D) evoke positive feelings.
A
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95) The Nike swoosh is an example of a(n):
A) brand.
B) package.
C) label.
D) logo.95) The Nike swoosh is an example of a(n):
A) brand.
B) package.
C) label.
D) logo.
D
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96) Logos help with in-store shopping because:
A) they are more readily recognized by shoppers.
B) they move traffic past goods which are not being purchased.
C) they are a form of clutter.
D) consumers have made up their minds prior to arrival.
A
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105) When seeking to identify the desired brand image, company leaders first assess:
A) the brand's current image.
B) the external environment.
C) tangible competitor advantages.
D) intangible competitor advantages.
A
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106) In making decisions about the image to be projected, it will be the easiest for marketers to:
A) rejuvenate an image that is consistent with consumer's current view of the brand.
B) reinforce an image that is not consistent with a consumer's current view of the brand.
C) develop a new image for a new brand.
D) revert to an earlier image of the brand.
A
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107) It is important that the image being projected by a brand's marketing messages:
A) reinforces the competition's concept of the image.
B) accurately portray the brand and coincide with the product being offered.
C) be different than what consumers already believe about the brand.
D) coincides with what competitors are doing.
B
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108) The desired brand image is one that:
A) coincides with the majority of companies within the industry.
B) avoids comparisons with other brands.
C) is consistent with the views of management of each company.
D) sends a clear message about the unique nature of an organization and its products.
D
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109) Keeping a consistent brand image while incorporating new elements is an example of:
A) developing a new image.
B) image positioning.
C) rejuvenating an image.
D) completing an image.
C
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110) When business travelers began to view Holiday Inn as outdated with old decor, the
management team remodeled many properties and terminated contracts with proprietors that did
not meet the new standards. This is an example of:
A) reinforcing the current image.
B) developing a new image.
C) rejuvenating an image.
D) changing an image.
C
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111) Hewlett-Packard's management team decided to alter the impression that the brand was a
staid company run by engineers into an ultimate lifestyle technology company in tune with pop
culture. This is an example of:
A) developing a new image.
B) reinforcing a current image.
C) rejuvenating an image.
D) changing an image.
D
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112) Changing an image is most necessary when:
A) a brand's image has been adversely impacted by entry of new competitors.
B) sales begin to decline.
C) target markets shrink or disappear or a firm's image no longer matches industry trends and
consumer expectations.
D) a competitor enters the market with a product that is viewed as being superior.
C
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113) Target's addition of designer product lines and advertising intended to raise the brand's
prominence is an example of seeking to:
A) reinforce an image.
B) acquire an image.
C) change an image.
D) perfect an image.
C
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122) Names assigned to individual goods or services or to groups of products in a line are:
A) brands.
B) logos.
C) metrics.
D) designs.
A
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123) A family brand is:
A) one in which a company offers a series or group of products under one brand name.
B) a type of extension or flanker brand offered by one company.
C) a logo or theme of a brand.
D) one that has a high level of brand equity.
A
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129) Strong brands achieve each of the following except:
A) allow a company to charge more for products.
B) create brand parity.
C) provide customers assurance of quality.
D) transfer to other products or brands the company sells.129) Strong brands achieve each of the following except:
A) allow a company to charge more for products.
B) create brand parity.
C) provide customers assurance of quality.
D) transfer to other products or brands the company sells.
B
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135) The perception that a brand is different and better is:
A) brand equity.
B) brand parity.
C) flanker branding.
D) the private label advantage.
A
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136) When a customer believes Craftsman makes the best and most reliable tools, it is an
example of:
A) brand parity.
B) brand equity.
C) brand cooperation.
D) brand decision.
B
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186) Traditionally, a package provided each of the following functions, except:
A) allow customers to see the product.
B) provide for ease of shipping, moving, and handling.
C) protect the contents.
D) provide for easy placement on store shelves.
A
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187) New trends in packaging include each of the following, except:
A) prevent tampering.
B) meet consumer needs for speed, convenience, and portability.
C) contemporary and striking design.
D) designed for ease of use.
A
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188) Labels on packages serve the following purposes, except:
A) provide legal requirements in terms of content.
B) provide consumers with pricing per unit information.
C) another marketing opportunity to reach consumers.
D) provide warranty and guarantee information.
B
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189) Brand infringement occurs when:
A) an internet domain is used that is similar to a brand name.
B) individuals purchase domain names just for the purpose of selling them later to famous
individuals or companies.
C) a company creates a brand name that closely resembles a popular or successful brand name.
D) the brand name is used in advertisements by competitors.
C
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190) Domain squatting occurs when:
A) an internet domain is used that is similar to a brand name.
B) individuals purchase domain names just for the purpose of selling them later to famous
individuals or companies.
C) a company creates a brand name that closely resembles a popular or successful brand name.
D) the brand name becomes a generic term for the product category.
B
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191) Manufacturers are using all the following methods to respond to inroads made by private
labels, except:
A) modifying the brand's position in the marketplace.
B) expanding product offerings.
C) using alternative promotional methods.
D) improving in-store displays and packaging.
A
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197) Using a standardized global brand offers all of the following advantages, except:
A) lower marketing costs.
B) meets the need of individual cultures within different countries.
C) transference of best practices from one country to another.
D) a higher perceived quality because it is sold in different countries.
B
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198) Global brands perform best with:
A) highly visible products, such as clothing and furniture.
B) high-profile, low-involvement products.
C) high-profile, high-involvement products.
D) low-involvement everyday products.
C