Question 1

Brand ________ is the added value endowed to products and services.

Accepted Answer

A)  loyalty 
B)  equity 
C)  preference 
D)  satisfaction 
E)  benefits 
A)  loyalty 
B)  equity 
C)  preference 
D)  satisfaction 
E)  benefits

Question 2

In essence,brand equity is basically the same concept as brand valuation.

Accepted Answer

A) True 
 B)False

Question 3

A brand value chain often does not exist because of an organization's commitment to its service value chain.

Accepted Answer

A) True 
 B)False

Question 4

Brand equity has five components-differentiation,energy,relevance,esteem,and knowledge.How are these components combined to produce brand strength and brand stature

Accepted Answer

Differentiation,energy,and rel

Question 5

Which of the following is NOT a main secondary source of brand knowledge

Accepted Answer

A)  Other brands 
B)  People 
C)  Things 
D)  Local, state, and federal governments 
E)  Places 
A)  Other brands 
B)  People 
C)  Things 
D)  Local, state, and federal governments 
E)  Places

Question 6

Reinforcing brand equity requires innovation and relevance throughout the marketing program.The brand must always be moving forward with new products and messages,regardless of direction.

Accepted Answer

A) True 
 B)False

Question 7

Assume you are a marketing manager that wishes pursue a process of strategic brand management.List the four main steps that you would most likely go through to accomplish this task.

Accepted Answer

The steps would be: (1)identifying and e

Question 8

Tracking studies collect information from consumers on a routine basis over time.

Accepted Answer

A) True 
 B)False

Question 9

Four general strategies can be used in branding.Which of the following strategies is the one used by Kellogg's when it follows a subbranding policy with Kellogg's Rice Krispies,Kellogg's Raisin Bran,and Kellogg's Corn Flakes

Accepted Answer

A)  Individual names 
B)  Blanket family names 
C)  Separate family names for all products 
D)  Global names for all products 
E)  Corporate name combined with individual product names 
A)  Individual names 
B)  Blanket family names 
C)  Separate family names for all products 
D)  Global names for all products 
E)  Corporate name combined with individual product names

Question 10

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs.________ is about mixing and matching marketing activities to maximize their individual and collective effects.

Accepted Answer

A)  Personalizing marketing 
B)  Individualizing marketing 
C)  Globalizing marketing 
D)  Institutionalizing marketing 
E)  Integration marketing 
A)  Personalizing marketing 
B)  Individualizing marketing 
C)  Globalizing marketing 
D)  Institutionalizing marketing 
E)  Integration marketing

Question 11

According to Seth Godin,marketers can no longer use ________.Instead,marketers should turn to permission marketing as a way to ensure long-term customer relationships and loyalty.

Accepted Answer

A)  task-oriented marketing 
B)  interruption marketing 
C)  hard core selling 
D)  advocacy marketing 
E)  one-to-one marketing 
A)  task-oriented marketing 
B)  interruption marketing 
C)  hard core selling 
D)  advocacy marketing 
E)  one-to-one marketing

Question 12

The challenge for marketers in building a strong brand is ________.

Accepted Answer

A)  ensuring that customers have the right type of experiences with products and their marketing programs to create the desired brand knowledge 
B)  pricing the product at a point that maximizes sales volumes 
C)  minimizing the number of people to whom the product is targeted in order to provide consumers with a personalized experience 
D)  retain as many customers as possible in order to minimize the costs and pressure associated with continually generating new leads 
E)  maximizing customer value 
A)  ensuring that customers have the right type of experiences with products and their marketing programs to create the desired brand knowledge 
B)  pricing the product at a point that maximizes sales volumes 
C)  minimizing the number of people to whom the product is targeted in order to provide consumers with a personalized experience 
D)  retain as many customers as possible in order to minimize the costs and pressure associated with continually generating new leads 
E)  maximizing customer value

Question 13

The famous "Plop,plop,fizz,fizz! Oh,what a relief it is!" campaign is a good example of what is called a brand ________.

Accepted Answer

A)  element 
B)  bond 
C)  visual 
D)  personification 
E)  perception 
A)  element 
B)  bond 
C)  visual 
D)  personification 
E)  perception

Question 14

Distinguish between brand equity and brand valuation.

Accepted Answer

According to information provi

Question 15

Kisses candy are considered to be a subbrand of Hershey,the manufacturer.

Accepted Answer

A) True 
 B)False

Question 16

One of the advantages of having a strong brand is the ability to have a more elastic consumer response to price decreases of the brand.

Accepted Answer

A) True 
 B)False

Question 17

When a consumer expresses thoughts,feelings,images,experiences,beliefs,and so on that become associated with the brand,the consumer is expressing brand ________.

Accepted Answer

A)  knowledge 
B)  loyalty 
C)  behavior 
D)  preference 
E)  equity 
A)  knowledge 
B)  loyalty 
C)  behavior 
D)  preference 
E)  equity

Question 18

According to Ries and Trout,Cadbury suffered from the ________ when the company allowed its brand to become diluted by putting their name on such variants as mashed potatoes,powdered milk,and soups,as well as chocolates and candies.

Accepted Answer

A)  "greed is good" trap 
B)  "pyramid principle" 
C)  "branding fallout" concept 
D)  "image syndrome" 
E)  "line-extension" trap 
A)  "greed is good" trap 
B)  "pyramid principle" 
C)  "branding fallout" concept 
D)  "image syndrome" 
E)  "line-extension" trap

Question 19

Marketers must now "walk the walk" to deliver the brand promise.Often internal branding is necessary to make sure that all employees assist in meeting the brand promise.

Accepted Answer

A) True 
 B)False

Question 20

There are five key components-or pillars-of brand equity; one of these components is called knowledge.

Accepted Answer

A) True 
 B)False

Exam 9: Creating Brand Equity

Brand ________ is the added value endowed to products and services.

In essence,brand equity is basically the same concept as brand valuation.

A brand value chain often does not exist because of an organization's commitment to its service value chain.

Brand equity has five components-differentiation,energy,relevance,esteem,and knowledge.How are these components combined to produce brand strength and brand stature

Which of the following is NOT a main secondary source of brand knowledge

Reinforcing brand equity requires innovation and relevance throughout the marketing program.The brand must always be moving forward with new products and messages,regardless of direction.

Assume you are a marketing manager that wishes pursue a process of strategic brand management.List the four main steps that you would most likely go through to accomplish this task.

Tracking studies collect information from consumers on a routine basis over time.

Four general strategies can be used in branding.Which of the following strategies is the one used by Kellogg's when it follows a subbranding policy with Kellogg's Rice Krispies,Kellogg's Raisin Bran,and Kellogg's Corn Flakes

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs.________ is about mixing and matching marketing activities to maximize their individual and collective effects.

According to Seth Godin,marketers can no longer use ________.Instead,marketers should turn to permission marketing as a way to ensure long-term customer relationships and loyalty.

The challenge for marketers in building a strong brand is ________.

The famous "Plop,plop,fizz,fizz! Oh,what a relief it is!" campaign is a good example of what is called a brand ________.

Distinguish between brand equity and brand valuation.

Kisses candy are considered to be a subbrand of Hershey,the manufacturer.

One of the advantages of having a strong brand is the ability to have a more elastic consumer response to price decreases of the brand.

When a consumer expresses thoughts,feelings,images,experiences,beliefs,and so on that become associated with the brand,the consumer is expressing brand ________.

According to Ries and Trout,Cadbury suffered from the ________ when the company allowed its brand to become diluted by putting their name on such variants as mashed potatoes,powdered milk,and soups,as well as chocolates and candies.

Marketers must now "walk the walk" to deliver the brand promise.Often internal branding is necessary to make sure that all employees assist in meeting the brand promise.

There are five key components-or pillars-of brand equity; one of these components is called knowledge.

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

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