Question 1

The hallmark of an optimal brand portfolio is ________.

Accepted Answer

A)  the ability of each brand to maximize equity in combination with all the other brands in it 
B)  the ability of each brand to maximize its individual equity in isolation 
C)  maximal brand overlap 
D)  the eventual reduction of brand differentiation to create a unified brand appearance 
E)  none of the above 
A)  the ability of each brand to maximize equity in combination with all the other brands in it 
B)  the ability of each brand to maximize its individual equity in isolation 
C)  maximal brand overlap 
D)  the eventual reduction of brand differentiation to create a unified brand appearance 
E)  none of the above

Question 2

When a marketer expresses his or her vision of what the brand must be and do for consumers,they are expressing what is called ________.

Accepted Answer

A)  a brand promise 
B)  a brand mission 
C)  brand equity 
D)  a brand position 
E)  a brand concept 
A)  a brand promise 
B)  a brand mission 
C)  brand equity 
D)  a brand position 
E)  a brand concept

Question 3

Consumers learn about brands through ________ and product marketing programs.

Accepted Answer

A)  the mass media 
B)  past experiences with the product 
C)  the sales force 
D)  shopping bots 
E)  independent information sources 
A)  the mass media 
B)  past experiences with the product 
C)  the sales force 
D)  shopping bots 
E)  independent information sources

Question 4

There are five key components-or pillars-of brand equity.Which of those components or pillars measures the breadth of a brand's appeal

Accepted Answer

A)  Differentiation 
B)  Relevance 
C)  Esteem 
D)  Knowledge 
E)  Value 
A)  Differentiation 
B)  Relevance 
C)  Esteem 
D)  Knowledge 
E)  Value

Question 5

Brand imagery is the consumers' emotional responses and reactions with respect to the brand.

Accepted Answer

A) True 
 B)False

Question 6

________ is endowing products and services with the power of a brand.

Accepted Answer

A)  Brand image 
B)  The branding concept 
C)  Branding 
D)  Brand positioning 
E)  Brand partitioning 
A)  Brand image 
B)  The branding concept 
C)  Branding 
D)  Brand positioning 
E)  Brand partitioning

Question 7

What is permission marketing and why does it work

Accepted Answer

Permission marketing,the practice of mar

Question 8

How does the American Marketing Association define the term brand

Accepted Answer

A brand,according to the AMA,is "a name,

Question 9

A ________ consists of all products-original as well as line and category extensions-sold under a particular brand.

Accepted Answer

A)  brand line 
B)  brand variant 
C)  brand mix 
D)  licensed product 
E)  subbrand 
A)  brand line 
B)  brand variant 
C)  brand mix 
D)  licensed product 
E)  subbrand

Question 10

For a brand to succeed,marketers must "walk the walk" and ensure that employees and marketing partners do the same.Marketers often must use ________ to motivate those groups to support the brand.

Accepted Answer

A)  global branding 
B)  retro-branding 
C)  internal branding 
D)  external branding 
E)  dual branding 
A)  global branding 
B)  retro-branding 
C)  internal branding 
D)  external branding 
E)  dual branding

Question 11

Brand names are not the only important brand element.Often,________,the more important it is that brand elements capture the brand's intangible characteristics.

Accepted Answer

A)  the less concrete brand benefits are 
B)  the more concrete brand benefits are 
C)  the more varied brand perceptions are 
D)  the less varied brand perceptions are 
E)  the more sophisticated brand benefits are 
A)  the less concrete brand benefits are 
B)  the more concrete brand benefits are 
C)  the more varied brand perceptions are 
D)  the less varied brand perceptions are 
E)  the more sophisticated brand benefits are

Question 12

Brand resonance is associated with how a brand name sounds when said by spokespersons or consumers.

Accepted Answer

A) True 
 B)False

Question 13

With respect to the "six brand building blocks," ________ focus on customers' own personal opinions and evaluations.

Accepted Answer

A)  brand salience 
B)  brand performance 
C)  brand imagery 
D)  brand judgments 
E)  brand resonance 
A)  brand salience 
B)  brand performance 
C)  brand imagery 
D)  brand judgments 
E)  brand resonance

Question 14

Brand equity can be built by ________-linking the brand to other information in memory that conveys meaning to customers.

Accepted Answer

A)  internal marketing 
B)  brand bonding 
C)  secondary associations 
D)  customer alignment 
E)  brand auditing 
A)  internal marketing 
B)  brand bonding 
C)  secondary associations 
D)  customer alignment 
E)  brand auditing

Question 15

An important part of reinforcing brands is providing uniform and unchanging marketing support.

Accepted Answer

A) True 
 B)False

Question 16

If your marketing manager asked you to design and implement a brand value chain,explain what you have been asked to do.

Accepted Answer

The brand value chain is a structured ap

Question 17

With respect to brand revitalization,the primary strategy for recovery is to hire a public relations firm to think of a new image for the firm and its products.

Accepted Answer

A) True 
 B)False

Question 18

________ is the job of estimating the total financial value of the brand.

Accepted Answer

A)  Brand tracking 
B)  Brand auditing 
C)  Brand equity 
D)  Brand valuation 
E)  Brand partitioning 
A)  Brand tracking 
B)  Brand auditing 
C)  Brand equity 
D)  Brand valuation 
E)  Brand partitioning

Question 19

Because consumers have not fundamentally changed in recent years,neither have the strategies and tactics behind marketing programs.

Accepted Answer

A) True 
 B)False

Question 20

Brand extensions can reduce the costs of introductory launch campaigns and make it easier to convince retailers to stock and promote a new product.

Accepted Answer

A) True 
 B)False

Exam 9: Creating Brand Equity

The hallmark of an optimal brand portfolio is ________.

When a marketer expresses his or her vision of what the brand must be and do for consumers,they are expressing what is called ________.

Consumers learn about brands through ________ and product marketing programs.

There are five key components-or pillars-of brand equity.Which of those components or pillars measures the breadth of a brand's appeal

Brand imagery is the consumers' emotional responses and reactions with respect to the brand.

________ is endowing products and services with the power of a brand.

What is permission marketing and why does it work

How does the American Marketing Association define the term brand

A ________ consists of all products-original as well as line and category extensions-sold under a particular brand.

For a brand to succeed,marketers must "walk the walk" and ensure that employees and marketing partners do the same.Marketers often must use ________ to motivate those groups to support the brand.

Brand names are not the only important brand element.Often,________,the more important it is that brand elements capture the brand's intangible characteristics.

Brand resonance is associated with how a brand name sounds when said by spokespersons or consumers.

With respect to the "six brand building blocks," ________ focus on customers' own personal opinions and evaluations.

Brand equity can be built by ________-linking the brand to other information in memory that conveys meaning to customers.

An important part of reinforcing brands is providing uniform and unchanging marketing support.

If your marketing manager asked you to design and implement a brand value chain,explain what you have been asked to do.

With respect to brand revitalization,the primary strategy for recovery is to hire a public relations firm to think of a new image for the firm and its products.

________ is the job of estimating the total financial value of the brand.

Because consumers have not fundamentally changed in recent years,neither have the strategies and tactics behind marketing programs.

Brand extensions can reduce the costs of introductory launch campaigns and make it easier to convince retailers to stock and promote a new product.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

Filters