Question 1

A major disadvantage of family branding is that the poor performance of one product could tarnish the brand image of the other products in the line.

Accepted Answer

A) True 
 B)False  True

Question 2

With respect to product descriptors, the product's __________ communicate(s) how the product behaves, hopefully in a fashion that is distinctive and appealing to customers.

Accepted Answer

A)  features 
B)  benefits 
C)  image 
D)  position 
E)  advantages 
A)  features 
B)  benefits 
C)  image 
D)  position 
E)  advantages E

Question 3

Best Buy offers many different manufacturer (name) brands including HP, Panasonic, Sony, and Canon. Which of the following is a primary reason that Best Buy would offer these and other manufacturer brands?

Accepted Answer

A)  increased profit margin 
B)  increased store traffic 
C)  less competition 
D)  total control over marketing 
E)  increased loyalty to Best Buy 
A)  increased profit margin 
B)  increased store traffic 
C)  less competition 
D)  total control over marketing 
E)  increased loyalty to Best Buy B

Question 4

As a tool of positioning strategy, perceptual maps illustrate two basic issues. First, they indicate products/brands that are similar in terms of relative mental position. Second, they illustrate:

Accepted Answer

A)  which brands occupy the same relative space. 
B)  how competing brands imitate one another. 
C)  voids in the current mindscape for a product category. 
D)  how long a brand has held its relative mental image. 
E)  how much longer a brand is likely to hold its relative mental image. 
A)  which brands occupy the same relative space. 
B)  how competing brands imitate one another. 
C)  voids in the current mindscape for a product category. 
D)  how long a brand has held its relative mental image. 
E)  how much longer a brand is likely to hold its relative mental image.

Question 5

Tablet computers are in the introductory stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 6

When Meghan went to buy groceries, she found everything on her list except Pampers diapers. While the store had other competing brands in stock, Meghan left and drove five miles to the next store where she found the Pampers. It appears that Meghan exhibits a high degree of __________ for Pampers diapers.

Accepted Answer

A)  brand recognition 
B)  brand preference 
C)  brand insanity 
D)  brand equity 
E)  brand insistence 
A)  brand recognition 
B)  brand preference 
C)  brand insanity 
D)  brand equity 
E)  brand insistence

Question 7

Firms using the __________ approach during the decline stage of the product life cycle will gradually reduce marketing expenditures and use a less resource-intensive marketing mix.

Accepted Answer

A)  divesting 
B)  harvesting 
C)  repositioning 
D)  life extending 
E)  balanced 
A)  divesting 
B)  harvesting 
C)  repositioning 
D)  life extending 
E)  balanced

Question 8

Financing arrangements are an example of a support service.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is the best example of a brand mark?

Accepted Answer

A)  Honda 
B)  Nike's swoosh 
C)  WD-40 
D)  BMW 
E)  7-Eleven 
A)  Honda 
B)  Nike's swoosh 
C)  WD-40 
D)  BMW 
E)  7-Eleven

Question 10

A major goal in the growth stage is to maximize profit by defending market share or stealing it from competitors.​

Accepted Answer

A) True 
 B)False

Question 11

Explain the key differences between product differentiation and product positioning. Other than branding, what are other factors on which product differentiation can be based?

Accepted Answer

People sometimes confuse differentiation

Question 12

Kimberly-Clark has seen one of its product lines decline over the years. The company decides the product is taking up too much resources, and it would be better to ​withdraw all marketing support for the product. This strategy is known as

Accepted Answer

A)  ​repositioning 
B)  product pullout 
C)  ​marketing discontinuation 
D)  ​harvesting 
E)  ​divesting 
A)  ​repositioning 
B)  product pullout 
C)  ​marketing discontinuation 
D)  ​harvesting 
E)  ​divesting

Question 13

Rovio recently launched a new version of its popular Angry Birds game called "Angry Birds: Star Wars." What type of brand alliance does this represent?

Accepted Answer

A)  family branding 
B)  brand licensing 
C)  co-marketing 
D)  brand affinity 
E)  brand collaboration 
A)  family branding 
B)  brand licensing 
C)  co-marketing 
D)  brand affinity 
E)  brand collaboration

Question 14

Procter & Gamble is well known for its use of __________ branding because every product in P&G's portfolio has a different brand name.

Accepted Answer

A)  differentiated 
B)  individual 
C)  corporate 
D)  segmented 
E)  family 
A)  differentiated 
B)  individual 
C)  corporate 
D)  segmented 
E)  family

Question 15

During the maturity stage of the product life cycle, a firm has four general goals that can be pursued. Which of the following IS NOT one of these options?

Accepted Answer

A)  divest the product 
B)  generate cash flow 
C)  steal market share 
D)  hold market share 
E)  increase share of customer 
A)  divest the product 
B)  generate cash flow 
C)  steal market share 
D)  hold market share 
E)  increase share of customer

Question 16

A brand has two parts: the brand name and brand mark.

Accepted Answer

A) True 
 B)False

Question 17

If you purchase a notebook computer from Dell, you will note several brand insignias on the outside, such as Dell, Intel, and Microsoft Windows. What type of branding strategy does this example represent?

Accepted Answer

A)  co-branding 
B)  brand licensing 
C)  co-marketing 
D)  brand affinity 
E)  brand collaboration 
A)  co-branding 
B)  brand licensing 
C)  co-marketing 
D)  brand affinity 
E)  brand collaboration

Question 18

Mattel has paid to develop and sell Harry Potter toys based on characters from the movies. This is an example of co-branding.

Accepted Answer

A) True 
 B)False

Question 19

Porsche and BMW would most likely be positioned close to one another on a perceptual map.

Accepted Answer

A) True 
 B)False

Question 20

Branding strategy involves much more than developing a clever brand name or brand mark. To be truly effective, a brand should succinctly capture the total offering in a way that:

Accepted Answer

A)  clearly distinguishes it from competiting offerings. 
B)  utilizes at least 5 brand attributes. 
C)  answers a question in the customer's mind. 
D)  clearly ties the brand name together with the brand mark. 
E)  associates the brand with a customer emotion such as happiness or love. 
A)  clearly distinguishes it from competiting offerings. 
B)  utilizes at least 5 brand attributes. 
C)  answers a question in the customer's mind. 
D)  clearly ties the brand name together with the brand mark. 
E)  associates the brand with a customer emotion such as happiness or love.

A major disadvantage of family branding is that the poor performance of one product could tarnish the brand image of the other products in the line.

With respect to product descriptors, the product's __________ communicate(s) how the product behaves, hopefully in a fashion that is distinctive and appealing to customers.

Best Buy offers many different manufacturer (name) brands including HP, Panasonic, Sony, and Canon. Which of the following is a primary reason that Best Buy would offer these and other manufacturer brands?

As a tool of positioning strategy, perceptual maps illustrate two basic issues. First, they indicate products/brands that are similar in terms of relative mental position. Second, they illustrate:

Tablet computers are in the introductory stage of the product life cycle.

Firms using the __________ approach during the decline stage of the product life cycle will gradually reduce marketing expenditures and use a less resource-intensive marketing mix.

Financing arrangements are an example of a support service.

Which of the following is the best example of a brand mark?

A major goal in the growth stage is to maximize profit by defending market share or stealing it from competitors.

Explain the key differences between product differentiation and product positioning. Other than branding, what are other factors on which product differentiation can be based?

Kimberly-Clark has seen one of its product lines decline over the years. The company decides the product is taking up too much resources, and it would be better to withdraw all marketing support for the product. This strategy is known as

Rovio recently launched a new version of its popular Angry Birds game called "Angry Birds: Star Wars." What type of brand alliance does this represent?

Procter & Gamble is well known for its use of __________ branding because every product in P&G's portfolio has a different brand name.

During the maturity stage of the product life cycle, a firm has four general goals that can be pursued. Which of the following IS NOT one of these options?

A brand has two parts: the brand name and brand mark.

If you purchase a notebook computer from Dell, you will note several brand insignias on the outside, such as Dell, Intel, and Microsoft Windows. What type of branding strategy does this example represent?

Mattel has paid to develop and sell Harry Potter toys based on characters from the movies. This is an example of co-branding.

Porsche and BMW would most likely be positioned close to one another on a perceptual map.

Branding strategy involves much more than developing a clever brand name or brand mark. To be truly effective, a brand should succinctly capture the total offering in a way that:

Marketing in Todays Economy

Strategic Marketing Planning

Collecting and Analyzing Marketing Information

Developing Competitive Advantage and Strategic Focus

Customers, Segmentation, and Target Marketing

The Marketing Program

Ethics and Social Responsibility in Marketing Strategy

Marketing Implementation and Control

Developing and Maintaining Long-Term Customer Relationships

Filters

Exam 7: Branding and Positioning

A major disadvantage of family branding is that the poor performance of one product could tarnish the brand image of the other products in the line.

With respect to product descriptors, the product's __________ communicate(s) how the product behaves, hopefully in a fashion that is distinctive and appealing to customers.

Best Buy offers many different manufacturer (name) brands including HP, Panasonic, Sony, and Canon. Which of the following is a primary reason that Best Buy would offer these and other manufacturer brands?

As a tool of positioning strategy, perceptual maps illustrate two basic issues. First, they indicate products/brands that are similar in terms of relative mental position. Second, they illustrate:

Tablet computers are in the introductory stage of the product life cycle.

Firms using the __________ approach during the decline stage of the product life cycle will gradually reduce marketing expenditures and use a less resource-intensive marketing mix.

Financing arrangements are an example of a support service.

Which of the following is the best example of a brand mark?

A major goal in the growth stage is to maximize profit by defending market share or stealing it from competitors.​

Explain the key differences between product differentiation and product positioning. Other than branding, what are other factors on which product differentiation can be based?

Kimberly-Clark has seen one of its product lines decline over the years. The company decides the product is taking up too much resources, and it would be better to ​withdraw all marketing support for the product. This strategy is known as

Rovio recently launched a new version of its popular Angry Birds game called "Angry Birds: Star Wars." What type of brand alliance does this represent?

Procter & Gamble is well known for its use of __________ branding because every product in P&G's portfolio has a different brand name.

During the maturity stage of the product life cycle, a firm has four general goals that can be pursued. Which of the following IS NOT one of these options?

A brand has two parts: the brand name and brand mark.

If you purchase a notebook computer from Dell, you will note several brand insignias on the outside, such as Dell, Intel, and Microsoft Windows. What type of branding strategy does this example represent?

Mattel has paid to develop and sell Harry Potter toys based on characters from the movies. This is an example of co-branding.

Porsche and BMW would most likely be positioned close to one another on a perceptual map.

Branding strategy involves much more than developing a clever brand name or brand mark. To be truly effective, a brand should succinctly capture the total offering in a way that:

Marketing in Todays Economy

Strategic Marketing Planning

Collecting and Analyzing Marketing Information

Developing Competitive Advantage and Strategic Focus

Customers, Segmentation, and Target Marketing

The Marketing Program

Ethics and Social Responsibility in Marketing Strategy

Marketing Implementation and Control

Developing and Maintaining Long-Term Customer Relationships

Filters

A major goal in the growth stage is to maximize profit by defending market share or stealing it from competitors.

Kimberly-Clark has seen one of its product lines decline over the years. The company decides the product is taking up too much resources, and it would be better to withdraw all marketing support for the product. This strategy is known as