Question 1

Which of the following is a disadvantage of using a family brand name?

Accepted Answer

A) There is risk is that if one of the brands receives unfavourable publicity or is unsuccessful, the reputation of the whole range of brands can be tarnished 
B) Obtaining an effective positioning strategy is much slower than using an individual brand name 
C) It is cheaper to use individual brand names, as creating a strong family brand name takes decades to achieve 
D) The goodwill attached to the family brand name does not benefit all of the associated brands, and there is a weak association between the varying products 
A) There is risk is that if one of the brands receives unfavourable publicity or is unsuccessful, the reputation of the whole range of brands can be tarnished 
B) Obtaining an effective positioning strategy is much slower than using an individual brand name 
C) It is cheaper to use individual brand names, as creating a strong family brand name takes decades to achieve 
D) The goodwill attached to the family brand name does not benefit all of the associated brands, and there is a weak association between the varying products

Question 2

Strong market-leading brands are rarely the cheapest brands and often charge _______ prices, which allow them to generate high profits.

Accepted Answer

A) value 
B) loyalty 
C) premium 
D) differentiated 
A) value 
B) loyalty 
C) premium 
D) differentiated

Question 3

The process by which companies distinguish their product offerings from the competition is called which of the following?

Accepted Answer

A) Marketing 
B) Service Marketing 
C) Branding 
D) Advertising 
A) Marketing 
B) Service Marketing 
C) Branding 
D) Advertising

Question 4

The strength of a brand's position in the marketplace is built upon six elements. Which of the following is not an element?

Accepted Answer

A) Brand heritage 
B) Brand domain 
C) Brand values 
D) Brand loyalty 
A) Brand heritage 
B) Brand domain 
C) Brand values 
D) Brand loyalty

Question 5

In organizational markets, innovator and early adopter companies tend to be which of the following?

Accepted Answer

A) Larger and more profitable companies if the innovation is costly and have more progressive, better-educated management 
B) Smaller and more flexible companies 
C) Large companies with highly structured new product development processes 
D) Small companies who are in the technology industry, whereby companies have to adopt the latest trend or face the risk of being left with an obsolete technology 
A) Larger and more profitable companies if the innovation is costly and have more progressive, better-educated management 
B) Smaller and more flexible companies 
C) Large companies with highly structured new product development processes 
D) Small companies who are in the technology industry, whereby companies have to adopt the latest trend or face the risk of being left with an obsolete technology

Question 6

Every product has a mix of tangible and _______ components.

Accepted Answer

A) intangible 
B) physical 
C) emotional 
D) hedonic 
A) intangible 
B) physical 
C) emotional 
D) hedonic

Question 7

A "product", in terms of marketing, is which of the following?

Accepted Answer

A) A physical item that can be sold at or above cost 
B) Anything that can be sold for a price 
C) A tangible, physical product that can be sold at profit 
D) Anything which is capable of satisfying customer needs 
A) A physical item that can be sold at or above cost 
B) Anything that can be sold for a price 
C) A tangible, physical product that can be sold at profit 
D) Anything which is capable of satisfying customer needs

Question 8

Which of the following is a benefit of global branding?

Accepted Answer

A) Reduces campaign costs 
B) Generates global uniformity 
C) Encourages consistency in approach globally 
D) All are benefits of global branding 
A) Reduces campaign costs 
B) Generates global uniformity 
C) Encourages consistency in approach globally 
D) All are benefits of global branding

Question 9

Which of the following is an advantage of product-based co-branding?

Accepted Answer

A) Can capture multiple sources of brand equity 
B) Can position a product for a particular target market 
C) Can reduce the cost of product introductions 
D) All are advantages of product-based co-branding 
A) Can capture multiple sources of brand equity 
B) Can position a product for a particular target market 
C) Can reduce the cost of product introductions 
D) All are advantages of product-based co-branding

Question 10

Which of the following is not an advantage of branding?

Accepted Answer

A) Increased company value 
B) Barrier to competition 
C) Higher profits 
D) Reduces costs 
A) Increased company value 
B) Barrier to competition 
C) Higher profits 
D) Reduces costs

Question 11

A major test of any brand extension opportunity is to ask if the new brand concept is compatible with the values inherent in the core brand.

Accepted Answer

A) True 
 B)False

Which of the following is a disadvantage of using a family brand name?

Strong market-leading brands are rarely the cheapest brands and often charge _______ prices, which allow them to generate high profits.

The process by which companies distinguish their product offerings from the competition is called which of the following?

The strength of a brand's position in the marketplace is built upon six elements. Which of the following is not an element?

In organizational markets, innovator and early adopter companies tend to be which of the following?

Every product has a mix of tangible and _______ components.

A "product", in terms of marketing, is which of the following?

Which of the following is a benefit of global branding?

Which of the following is an advantage of product-based co-branding?

Which of the following is not an advantage of branding?

A major test of any brand extension opportunity is to ask if the new brand concept is compatible with the values inherent in the core brand.

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Market Segmentation, Targeting and Positioning

Value Through Services, Relationships and Experiences

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters

Exam 6: Value Through Products and Brands

Which of the following is a disadvantage of using a family brand name?

Strong market-leading brands are rarely the cheapest brands and often charge _______ prices, which allow them to generate high profits.

The process by which companies distinguish their product offerings from the competition is called which of the following?

The strength of a brand's position in the marketplace is built upon six elements. Which of the following is not an element?

In organizational markets, innovator and early adopter companies tend to be which of the following?

Every product has a mix of tangible and _______ components.

A "product", in terms of marketing, is which of the following?

Which of the following is a benefit of global branding?

Which of the following is an advantage of product-based co-branding?

Which of the following is not an advantage of branding?

A major test of any brand extension opportunity is to ask if the new brand concept is compatible with the values inherent in the core brand.

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Market Segmentation, Targeting and Positioning

Value Through Services, Relationships and Experiences

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters