Question 1

Using ________,a partner company rents another company's brand name and transfers some of that brand equity to another product.

Accepted Answer

A) co-branding 
B) equity branding 
C) brand licensing 
D) integrated branding 
E) parity branding 
A) co-branding 
B) equity branding 
C) brand licensing 
D) integrated branding 
E) parity branding C

Question 2

Explain why someone would rather have a Rolex watch than a Timex watch,which is as reliable as a Rolex but considerably less expensive.

Accepted Answer

Although both are well-known brands,Rolex has built its brand image on quality and luxury.It's a status symbol to own a Rolex,and the watch is perceived more as a piece of jewelry than merely a timepiece.Timex is known as an inexpensive,reliable timepiece.Through effective branding,Rolex has transformed this product by creating a special meaning for it,and the meaning of the brand tells something about the person wearing that brand.

Question 3

Consider such brand names as A1 Steak Sauce,409,A & D Ointment,A & W Root Beer,and Super 8.Why might such names with alphanumeric characters aid in brand name selection?

Accepted Answer

Such brands are easy to pronounce,easy to recognize,and easy to remember.

Question 4

The ________ refers to the various companies that are involved in moving a product from its manufacturer into the hands of its end buyers.

Accepted Answer

A) network chain 
B) distribution chain 
C) supply chain 
D) ingredient chain 
E) promotion network 
A) network chain 
B) distribution chain 
C) supply chain 
D) ingredient chain 
E) promotion network

Question 5

Marketing communication that focuses primarily on price and its relation to value is called ________.

Accepted Answer

A) price copy 
B) prestige pricing 
C) direct marketing 
D) prospecting 
E) added value 
A) price copy 
B) prestige pricing 
C) direct marketing 
D) prospecting 
E) added value

Question 6

Resellers in a channel market are also known as ________.

Accepted Answer

A) suppliers 
B) vendors 
C) intermediaries 
D) shareholders 
E) competitors 
A) suppliers 
B) vendors 
C) intermediaries 
D) shareholders 
E) competitors

Question 7

The calculation of ROI identifies how much money a brand made in comparison to its expenses.

Accepted Answer

A) True 
 B)False

Question 8

Institutional markets are made up of nonprofit organizations only.

Accepted Answer

A) True 
 B)False

Question 9

The goal in marketing is to sell as many products as possible.

Accepted Answer

A) True 
 B)False

Question 10

In which type of personal selling does a representative make sales calls at a customer's place of business?

Accepted Answer

A) prospecting 
B) field sales 
C) retail selling 
D) direct marketing 
E) lead selling 
A) prospecting 
B) field sales 
C) retail selling 
D) direct marketing 
E) lead selling

Question 11

Which of the following is a strategy that uses two brand names owned by two separate companies to create a partnership offering?

Accepted Answer

A) co-branding 
B) equity branding 
C) brand licensing 
D) integrated branding 
E) parity branding 
A) co-branding 
B) equity branding 
C) brand licensing 
D) integrated branding 
E) parity branding

Question 12

To maximize the toothpaste market in China,Crest needs to convince more of the Chinese population to brush their teeth three times a day.Crest is most likely to use a standardized approach for its marketing in China.

Accepted Answer

A) True 
 B)False

Question 13

During a World Cup held in Japan and South Korea,Puma got a well-known sushi chef to create a special Puma sushi roll that was served in select Japanese restaurants in cities around the world.Puma also discretely announced the sponsorship in its company-branded chopsticks,sake cups,and napkins.At the same time,Puma partnered with the Terence Conran design shop to sell an exclusive version of its World Cup soccer boot,holding weekend sushi-making events at the home furnishings store.Which marketing mix element does this strategy illustrate?

Accepted Answer

A) product 
B) price 
C) place 
D) promotion 
E) push 
A) product 
B) price 
C) place 
D) promotion 
E) push

Question 14

Which of the following creates the intangible elements of a brand that make it memorable and meaningful to a consumer?

Accepted Answer

A) advertising 
B) branding 
C) prospecting 
D) marketing 
E) integrating 
A) advertising 
B) branding 
C) prospecting 
D) marketing 
E) integrating

Question 15

The materials and ingredients used in producing the product are obtained from other companies,who are referred to as distributors.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following refers to the rapid spread of a brand message on the Internet through a wide network of contacts?

Accepted Answer

A) brand stewardship 
B) brand parity 
C) direct marketing 
D) indirect marketing 
E) viral marketing 
A) brand stewardship 
B) brand parity 
C) direct marketing 
D) indirect marketing 
E) viral marketing

Question 17

An IMC program is more complex than a traditional advertising plan.

Accepted Answer

A) True 
 B)False

Question 18

Advertising is the process of creating the tangible and intangible elements of a brand.

Accepted Answer

A) True 
 B)False

Question 19

A company that uses an established brand name with a related line of products is using a(n)________.

Accepted Answer

A) co-brand 
B) ingredient brand 
C) brand extension 
D) licensed brand 
E) parity brand 
A) co-brand 
B) ingredient brand 
C) brand extension 
D) licensed brand 
E) parity brand

Question 20

Which of the following measures the financial value the brand contributes to a company?

Accepted Answer

A) trademark 
B) copyright 
C) brand image 
D) brand identity 
E) brand equity 
A) trademark 
B) copyright 
C) brand image 
D) brand identity 
E) brand equity

Using ________,a partner company rents another company's brand name and transfers some of that brand equity to another product.

Explain why someone would rather have a Rolex watch than a Timex watch,which is as reliable as a Rolex but considerably less expensive.

Consider such brand names as A1 Steak Sauce,409,A & D Ointment,A & W Root Beer,and Super 8.Why might such names with alphanumeric characters aid in brand name selection?

The ________ refers to the various companies that are involved in moving a product from its manufacturer into the hands of its end buyers.

Marketing communication that focuses primarily on price and its relation to value is called ________.

Resellers in a channel market are also known as ________.

The calculation of ROI identifies how much money a brand made in comparison to its expenses.

Institutional markets are made up of nonprofit organizations only.

The goal in marketing is to sell as many products as possible.

In which type of personal selling does a representative make sales calls at a customer's place of business?

Which of the following is a strategy that uses two brand names owned by two separate companies to create a partnership offering?

To maximize the toothpaste market in China,Crest needs to convince more of the Chinese population to brush their teeth three times a day.Crest is most likely to use a standardized approach for its marketing in China.

Which of the following creates the intangible elements of a brand that make it memorable and meaningful to a consumer?

The materials and ingredients used in producing the product are obtained from other companies,who are referred to as distributors.

Which of the following refers to the rapid spread of a brand message on the Internet through a wide network of contacts?

An IMC program is more complex than a traditional advertising plan.

Advertising is the process of creating the tangible and intangible elements of a brand.

A company that uses an established brand name with a related line of products is using a(n)________.

Which of the following measures the financial value the brand contributes to a company?

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 1: Strategic Brand Communication

Using ________,a partner company rents another company's brand name and transfers some of that brand equity to another product.

Explain why someone would rather have a Rolex watch than a Timex watch,which is as reliable as a Rolex but considerably less expensive.

Consider such brand names as A1 Steak Sauce,409,A & D Ointment,A & W Root Beer,and Super 8.Why might such names with alphanumeric characters aid in brand name selection?

The ________ refers to the various companies that are involved in moving a product from its manufacturer into the hands of its end buyers.

Marketing communication that focuses primarily on price and its relation to value is called ________.

Resellers in a channel market are also known as ________.

The calculation of ROI identifies how much money a brand made in comparison to its expenses.

Institutional markets are made up of nonprofit organizations only.

The goal in marketing is to sell as many products as possible.

In which type of personal selling does a representative make sales calls at a customer's place of business?

Which of the following is a strategy that uses two brand names owned by two separate companies to create a partnership offering?

To maximize the toothpaste market in China,Crest needs to convince more of the Chinese population to brush their teeth three times a day.Crest is most likely to use a standardized approach for its marketing in China.

Which of the following creates the intangible elements of a brand that make it memorable and meaningful to a consumer?

The materials and ingredients used in producing the product are obtained from other companies,who are referred to as distributors.

Which of the following refers to the rapid spread of a brand message on the Internet through a wide network of contacts?

An IMC program is more complex than a traditional advertising plan.

Advertising is the process of creating the tangible and intangible elements of a brand.

A company that uses an established brand name with a related line of products is using a(n)________.

Which of the following measures the financial value the brand contributes to a company?

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters