Question 1

The value that a brand accrues based on the goodwill attached to associations with the brand name is known as:

Accepted Answer

A) brand extension value 
B) asset value 
C) diffusion rate 
D) customer utility 
E) None of the above is correct. 
A) brand extension value 
B) asset value 
C) diffusion rate 
D) customer utility 
E) None of the above is correct.

Question 2

What factors increase the likelihood of brand cannibalization?

Accepted Answer

If too many products on a prod

Question 3

, which is the ease with which consumers can sample or use a new product innovation, the diffusion rate.

Accepted Answer

A) Relative advantage; increases 
B) Complexity; increases 
C) Trialability; increases 
D) Relative advantage; decreases 
E) Trialability; decreases 
A) Relative advantage; increases 
B) Complexity; increases 
C) Trialability; increases 
D) Relative advantage; decreases 
E) Trialability; decreases

Question 4

The makers of Pantene Hair Care products was interested in determining types of loyalty in its target market.Using marketing research, they asked customers to indicate their first choice and their second choice from among a list of brands and brand extensions.The majority of the participants indicated that Pantene Body Rich Shampoo and Pantene Body Building Mousse were their first and second choice.These results suggest that these consumers are:

Accepted Answer

A) attribute loyal 
B) brand loyal 
C) product loyal 
D) All of the above are correct. 
E) It is impossible to predict from this type of research question. 
A) attribute loyal 
B) brand loyal 
C) product loyal 
D) All of the above are correct. 
E) It is impossible to predict from this type of research question.

Question 5

People who drive BMW's report feeling like important people when they drive their cars.This represents a strong brand meaning.

Accepted Answer

A) True 
 B)False

Question 6

7.The introduction stage of a product usually generates high profits.

Accepted Answer

A) True 
 B)False

Question 7

Review the recommendations in your readings that marketers should use to acquire new customers and retain old
customers.

Accepted Answer

To acquire new customers: emphasize rela

Question 8

Comparative advertising increases the perceived similarity of underdog and topdog brands.

Accepted Answer

A) True 
 B)False

Question 9

During the introduction stage of the product life cycle, managers should focus on reducing production and marketing costs.

Accepted Answer

A) True 
 B)False

Question 10

Offering a lower price when a consumer purchases multiple units at one time is called continuity pricing.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is not a way for a market leader to prevent change?

Accepted Answer

A) Remind the customer to "stick with what works" 
B) Engage in blind taste tests to prove to current customers your brand is best 
C) Make price comparisons difficult 
D) Differentiate using ambiguous or irrelevant attributes 
E) All of the above are ways for market leaders to prevent change. 
A) Remind the customer to "stick with what works" 
B) Engage in blind taste tests to prove to current customers your brand is best 
C) Make price comparisons difficult 
D) Differentiate using ambiguous or irrelevant attributes 
E) All of the above are ways for market leaders to prevent change.

Question 12

Commodities don't follow the product life cycle.

Accepted Answer

A) True 
 B)False

Question 13

Ambiguity and confmnation bias favor strong and weak brands.

Accepted Answer

A) True 
 B)False

Question 14

If a marketer is trying to retain and extend demand among current customers, what pricing strategy and channel strategy should be pursued, according to your readings?

Accepted Answer

A) Trial pricing and a long channel 
B) Continuity pricing and a long channel 
C) Trial pricing and a short channel 
D) Continuity pricing and a short channel 
E) None of the above are correct. 
A) Trial pricing and a long channel 
B) Continuity pricing and a long channel 
C) Trial pricing and a short channel 
D) Continuity pricing and a short channel 
E) None of the above are correct.

Question 15

Brand name is often a product's most important attribute.

Accepted Answer

A) True 
 B)False

Question 16

Acquisition and retention strategies usually rely on the use of similar marketing activities.

Accepted Answer

A) True 
 B)False

Question 17

New products that share brand name with a familiar established product are known as:

Accepted Answer

A) brand extensions 
B) market leaders 
C) niche brands 
D) market underdogs 
E) growth brands 
A) brand extensions 
B) market leaders 
C) niche brands 
D) market underdogs 
E) growth brands

Question 18

U.S.Fortune 500 shows that total market share decreases as product line breadth increases.

Accepted Answer

A) True 
 B)False

Question 19

Reducing price is one way to rejuvenate a product.

Accepted Answer

A) True 
 B)False

Question 20

During the maturity phase of the product life cycle, the marketing manager should focus primarily on:

Accepted Answer

A) creating awareness and stimulation of trial 
B) building and holding share 
C) production process improvement 
D) harvesting 
E) rejuvenating 
A) creating awareness and stimulation of trial 
B) building and holding share 
C) production process improvement 
D) harvesting 
E) rejuvenating

The value that a brand accrues based on the goodwill attached to associations with the brand name is known as:

What factors increase the likelihood of brand cannibalization?

, which is the ease with which consumers can sample or use a new product innovation, the diffusion rate.

People who drive BMW's report feeling like important people when they drive their cars.This represents a strong brand meaning.

7.The introduction stage of a product usually generates high profits.

Review the recommendations in your readings that marketers should use to acquire new customers and retain old customers.

Comparative advertising increases the perceived similarity of underdog and topdog brands.

During the introduction stage of the product life cycle, managers should focus on reducing production and marketing costs.

Offering a lower price when a consumer purchases multiple units at one time is called continuity pricing.

Which of the following is not a way for a market leader to prevent change?

Commodities don't follow the product life cycle.

Ambiguity and confmnation bias favor strong and weak brands.

If a marketer is trying to retain and extend demand among current customers, what pricing strategy and channel strategy should be pursued, according to your readings?

Brand name is often a product's most important attribute.

Acquisition and retention strategies usually rely on the use of similar marketing activities.

New products that share brand name with a familiar established product are known as:

U.S.Fortune 500 shows that total market share decreases as product line breadth increases.

Reducing price is one way to rejuvenate a product.

During the maturity phase of the product life cycle, the marketing manager should focus primarily on:

Understanding Consumer Behavior and Consumer Research

Consumer Focused Strategy: Segmentation and Positioning

Consumer Perception

Learning and Memory

Automatic Information Processing

Motivation and Emotion

Attitude and Judgment Formation and Change

The Consumer Decision Making Process

Product Consideration, Evaluation, and Choice

Behavioral Decision Theory

Self-Concept and Personality

Social Influence and Behavioral Compliance

The Influence of Culture and Values

The Influence of Demography

Contemporary Strategies in Reaching Consumers

Engaging Consumers Through Online Marketing

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters

Exam 3: Branding Strategy and Consumer Behavior

The value that a brand accrues based on the goodwill attached to associations with the brand name is known as:

What factors increase the likelihood of brand cannibalization?

, which is the ease with which consumers can sample or use a new product innovation, the diffusion rate.

People who drive BMW's report feeling like important people when they drive their cars.This represents a strong brand meaning.

7.The introduction stage of a product usually generates high profits.

Review the recommendations in your readings that marketers should use to acquire new customers and retain old customers.

Comparative advertising increases the perceived similarity of underdog and topdog brands.

During the introduction stage of the product life cycle, managers should focus on reducing production and marketing costs.

Offering a lower price when a consumer purchases multiple units at one time is called continuity pricing.

Which of the following is not a way for a market leader to prevent change?

Commodities don't follow the product life cycle.

Ambiguity and confmnation bias favor strong and weak brands.

If a marketer is trying to retain and extend demand among current customers, what pricing strategy and channel strategy should be pursued, according to your readings?

Brand name is often a product's most important attribute.

Acquisition and retention strategies usually rely on the use of similar marketing activities.

New products that share brand name with a familiar established product are known as:

U.S.Fortune 500 shows that total market share decreases as product line breadth increases.

Reducing price is one way to rejuvenate a product.

During the maturity phase of the product life cycle, the marketing manager should focus primarily on:

Understanding Consumer Behavior and Consumer Research

Consumer Focused Strategy: Segmentation and Positioning

Consumer Perception

Learning and Memory

Automatic Information Processing

Motivation and Emotion

Attitude and Judgment Formation and Change

The Consumer Decision Making Process

Product Consideration, Evaluation, and Choice

Behavioral Decision Theory

Self-Concept and Personality

Social Influence and Behavioral Compliance

The Influence of Culture and Values

The Influence of Demography

Contemporary Strategies in Reaching Consumers

Engaging Consumers Through Online Marketing

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters