14 Aug a. all brands need good parents 108. Marketers of successful 21st-century bra

a.
all brands need good parents

108.
Marketers
of successful 21st-century brands must excel at ________the design and
implementation of marketing activities and programs to build, measure, and
manage brands to maximize their value.
a.
promotional
planning
b.
brand
personification
c.
strategic
brand management
d.
brand
awareness
e.
competitive
differential advantage

109.
Coca-Cola,
Calvin Klein, Gucci, Tommy Hilfiger, Marlboro, and others have become leaders
in their product categories by understanding ________ and desires and creating
relevant and appealing images around their products.
a.
consumer
perceptions
b.
consumer
motivations
c.
consumer
behaviors
d.
consumer
demographics
e.
consumer
market segments

110.
During
the Pepsi Challenge campaign, launched while Coke was clearly the market leader
by sales, consumers were given blind taste tests of Pepsi and Coke and asked
which flavor they preferred. Apparently,
people preferred the taste of Pepsi in blind taste tests, but bought Coke when
they visited the store. This is an
example of Cokes ________.
a.
customer-based
brand equity
b.
mission-driven
brand equity
c.
functional-based
brand equity
d.
service-based
brand equity
e.
attribute-based
brand equity

111.
A
marketing manager stresses to a newly hired brand manager the importance of
having a strong brand. All of the following would be advantages that the
marketing manager might stress to his subordinate EXCEPT ________.
a.
improved
perceptions of product performance
b.
greater
loyalty
c.
less
vulnerability to marketing crises
d.
lower
margins
e.
possible
licensing opportunities

112.
Apple
Computer achieves incredible brand loyalty largely by delivering on its
________ to create great things that change peoples lives by combining
superior design functionality and style in its products.
a.
brand
promise
b.
brand
dynamic
c.
brand
resonance
d.
brand
entity
e.
umbrella
branding

113.
If a
manager is looking for a report card on past performance of a brand, he or
she should turn to an examination of the brand ________.
a.
strength
b.
compatibility
c.
stature

d.
image
e.
dominance

114.
Matt
always thinks of Varta batteries when he thinks of a dependable car
battery. This is an example of brand
________.
a.
salience
b.
imagery
c.
judgments
d.
feelings
e.
scope

115.
The
famous Plop, plop, fizz, fizz! Oh, what a relief it is! campaign is a good
example of what is called a brand ________.
a.
element
b.
bond
c.
visual
d.
personification
e.
perception

116.
Although
initially an online book seller, Amazon.com chose not to call itself Books R
Us, enabling it eventually to sell a wide range of products. This naming decision makes the brand element
more ________.
a.
memorable
b.
meaningful
c.
likable
d.
protectible
e.
transferable

117.
The
face of Betty Crocker has been updated several times in the past 75 years
without losing any of its brand recognition. This brand element is ________.
b.
likeable
c.
transferable
d.
adaptable
e.
protectible
f.
memorable

118.
Marketers
of Mountain Dew created the multicity Dew Action Sports Tour where athletes
compete in skateboarding, MBX, and freestyle motocross events to establish a
meaningful ________ with its 1224-year-old target market.
a.
brand
element
b.
brand
contact
c.
internal
brand
d.
brand
salience
e.
brand
asset

119.
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.
a.
task-oriented
marketing
b.
interruption
marketing
c.
hard
core selling
d.
advocacy
marketing
e.
one-to-one
marketing

120.
If the
Singapore Airlines sends employees to special classes to teach them the value
of the brand and how inflight service is much more than just flying from origin
to destination, Singapore Airlines is using ________ to accomplish this task.
a.
interruption
marketing
b.
loyalty
marketing
c.
cohort
marketing
d.
macrobranding
e.
internal
branding

121.
IBMs
e-business campaign not only helped to change public perceptions of the company
in the marketplace, it also sent a signal to employees that IBM was determined
to be a leader in the use of Internet technology. This is an example of ________.
a.
leveraging
secondary associations
b.
linking
internal and external marketing
c.
integration
marketing
d.
permission
marketing
e.
brand
tracking

122.
Irene
and Dave Wong are part of a long-term ________.
The Wongs supply a national research firm with information about their
brand habits, preferences, dislikes, and beliefs on a monthly basis for a
period of two years.
a.
image
study
b.
demographic
study
c.
psychological
profile study
d.
promotion
management study
e.
brand-tracking
study

123.
Meiji
has introduced several types of yogurt ________ through the yearsNata de Coco,
All Tropical Fruit, and Berry Blends.
a.
category
extensions
b.
line
extensions
c.
brand
extensions
d.
subbrands
e.
family
brands

124.
Customers
can now buy McClaren strollers and apparel, which are not manufactured by McClaren,
but are instances where McClaren has received payment from the manufacturers of
these products to use McClarens brand name.
These items are considered ________.
a.
licensed
products
b.
family
products
c.
line
extensions
d.
brand
extensions
e.
subbrands

125.
Many
firms use ________ in order to take advantage of corporate-image associations
such as innovativeness, expertise, and trustworthiness to directly influence
consumer evaluations.
a.
separate
family names for all products
b.
individual
names for each product
c.
blanket
family names
d.
brand
revitalization
e.
the
brand discount rate

126.
Four
general strategies can be used in branding. Which of the following strategies
is the one used by Kelloggs when it follows a subbranding policy with
Kelloggs Rice Krispies, Kelloggs Raisin Bran, and Kelloggs Corn Flakes?
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

Short
Answer

127.
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.

128.
How
does the American Marketing Association define the term brand?

.

129.
What
valuable functions can brands perform for the firm?

.

130.
Your
company desires to have positive customer-based brand equity. What has to occur
for this to happen?

131.
Volvo
has a strong brand association with respect to brand knowledge when consumers
perceive it as a very safe care (safety). Explain the concept of brand
knowledge.

.

132.
List
five advantages shared by other strong brands that you will most likely need to
emulate to accomplish this objective.
.

133.
How
does consumer knowledge play a role in the success of new products associated
with existing brands?

134.
Brand
equity has five componentsdifferentiation, energy, relevance, esteem, and
knowledge. How are these components combined to produce brand strength and
brand stature?

.

135.
According
to the BRANDZ model of brand strength, brand building involves a series of five
sequential steps. What are those five sequential steps?

136.
As a
brand manager you would like to have your brand (brand name) to be protectible.
Explain what you mean by protectible and give an illustration.

.

137.
What
is permission marketing and why does it work?

138.
Distinguish
between brand identity and brand image.

139.
Identify
the three important principles for internal branding presented in the text.

.

140.
Given
that the power of a brand resides in the minds of consumers and how it changes
their response to marketing, there are two basic approaches to measuring brand
equity. Briefly, describe each of these approaches.

141.
If
your marketing manager asked you to design and implement a brand value chain, explain what you have
been asked to do.

.

142.
Distinguish between brand equity and brand
valuation.

.

143.
Identify
and define the two general categories into which brand extensions fall.

.

144.
As a
branding manager, you have recommended to your board of directors a corporate
policy of blanket family branding. Write a brief statement outlining the
advantages of blanket family branding.

145.
Tide
laundry detergent maintains the same market share it had 50 years ago because
of the sales contributions of its various line extensions. Tide could be said to employ a preemptive
cannibalization strategy in generating line extensions. What does this mean?

146.
Scott
Bedbury, author of A New Brand World, cites eight principles on which
21st-century branding should be built. List four of those principles.

.

a.
all brands need good parents108.
Marketers
of successful 21st-century brands must excel at ________the design and
implementation of marketing activities and programs to build, measure, and
manage brands to maximize their value. a.
promotional
planningb.
brand
personificationc.
strategic
brand management d.
brand
awarenesse.
competitive
differential advantage109.
Coca-Cola,
Calvin Klein, Gucci, Tommy Hilfiger, Marlboro, and others have become leaders
in their product categories by understanding ________ and desires and creating
relevant and appealing images around their products.a.
consumer
perceptionsb.
consumer
motivationsc.
consumer
behaviorsd.
consumer
demographicse.
consumer
market segments110.
During
the Pepsi Challenge campaign, launched while Coke was clearly the market leader
by sales, consumers were given blind taste tests of Pepsi and Coke and asked
which flavor they preferred. Apparently,
people preferred the taste of Pepsi in blind taste tests, but bought Coke when
they visited the store. This is an
example of Cokes ________.a.
customer-based
brand equityb.
mission-driven
brand equityc.
functional-based
brand equityd.
service-based
brand equitye.
attribute-based
brand equity111.
A
marketing manager stresses to a newly hired brand manager the importance of
having a strong brand. All of the following would be advantages that the
marketing manager might stress to his subordinate EXCEPT ________. a.
improved
perceptions of product performanceb.
greater
loyaltyc.
less
vulnerability to marketing crisesd.
lower
marginse.
possible
licensing opportunities112.
Apple
Computer achieves incredible brand loyalty largely by delivering on its
________ to create great things that change peoples lives by combining
superior design functionality and style in its products.a.
brand
promiseb.
brand
dynamicc.
brand
resonanced.
brand
entitye.
umbrella
branding 113.
If a
manager is looking for a report card on past performance of a brand, he or
she should turn to an examination of the brand ________. a.
strengthb.
compatibilityc.
stature
d.
imagee.
dominance114.
Matt
always thinks of Varta batteries when he thinks of a dependable car
battery. This is an example of brand
________. a.
salienceb.
imageryc.
judgmentsd.
feelingse.
scope115.
The
famous Plop, plop, fizz, fizz! Oh, what a relief it is! campaign is a good
example of what is called a brand ________. a.
elementb.
bondc.
visuald.
personificatione.
perception116.
Although
initially an online book seller, Amazon.com chose not to call itself Books R
Us, enabling it eventually to sell a wide range of products. This naming decision makes the brand element
more ________.a.
memorableb.
meaningfulc.
likabled.
protectiblee.
transferable117.
The
face of Betty Crocker has been updated several times in the past 75 years
without losing any of its brand recognition. This brand element is ________.b.
likeablec.
transferabled.
adaptablee.
protectiblef.
memorable118.
Marketers
of Mountain Dew created the multicity Dew Action Sports Tour where athletes
compete in skateboarding, MBX, and freestyle motocross events to establish a
meaningful ________ with its 1224-year-old target market.a.
brand
elementb.
brand
contactc.
internal
brandd.
brand
saliencee.
brand
asset119.
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. a.
task-oriented
marketingb.
interruption
marketingc.
hard
core sellingd.
advocacy
marketinge.
one-to-one
marketing120.
If the
Singapore Airlines sends employees to special classes to teach them the value
of the brand and how inflight service is much more than just flying from origin
to destination, Singapore Airlines is using ________ to accomplish this task. a.
interruption
marketingb.
loyalty
marketingc.
cohort
marketing d.
macrobrandinge.
internal
branding121.
IBMs
e-business campaign not only helped to change public perceptions of the company
in the marketplace, it also sent a signal to employees that IBM was determined
to be a leader in the use of Internet technology. This is an example of ________.a.
leveraging
secondary associationsb.
linking
internal and external marketingc.
integration
marketingd.
permission
marketinge.
brand
tracking 122.
Irene
and Dave Wong are part of a long-term ________.
The Wongs supply a national research firm with information about their
brand habits, preferences, dislikes, and beliefs on a monthly basis for a
period of two years.a.
image
studyb.
demographic
studyc.
psychological
profile studyd.
promotion
management studye.
brand-tracking
study 123.
Meiji
has introduced several types of yogurt ________ through the yearsNata de Coco,
All Tropical Fruit, and Berry Blends.a.
category
extensionsb.
line
extensionsc.
brand
extensionsd.
subbrandse.
family
brands 124.
Customers
can now buy McClaren strollers and apparel, which are not manufactured by McClaren,
but are instances where McClaren has received payment from the manufacturers of
these products to use McClarens brand name.
These items are considered ________.a.
licensed
productsb.
family
productsc.
line
extensionsd.
brand
extensionse.
subbrands125.
Many
firms use ________ in order to take advantage of corporate-image associations
such as innovativeness, expertise, and trustworthiness to directly influence
consumer evaluations.a.
separate
family names for all productsb.
individual
names for each productc.
blanket
family namesd.
brand
revitalizatione.
the
brand discount rate126.
Four
general strategies can be used in branding. Which of the following strategies
is the one used by Kelloggs when it follows a subbranding policy with
Kelloggs Rice Krispies, Kelloggs Raisin Bran, and Kelloggs Corn Flakes? a.
Individual
namesb.
Blanket
family namesc.
Separate
family names for all productsd.
Global
names for all productse.
Corporate
name combined with individual product namesShort
Answer127.
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. 128.
How
does the American Marketing Association define the term brand?. 129.
What
valuable functions can brands perform for the firm?. 130.
Your
company desires to have positive customer-based brand equity. What has to occur
for this to happen? 131.
Volvo
has a strong brand association with respect to brand knowledge when consumers
perceive it as a very safe care (safety). Explain the concept of brand
knowledge. . 132.
List
five advantages shared by other strong brands that you will most likely need to
emulate to accomplish this objective. . 133.
How
does consumer knowledge play a role in the success of new products associated
with existing brands? 134.
Brand
equity has five componentsdifferentiation, energy, relevance, esteem, and
knowledge. How are these components combined to produce brand strength and
brand stature?. 135.
According
to the BRANDZ model of brand strength, brand building involves a series of five
sequential steps. What are those five sequential steps? 136.
As a
brand manager you would like to have your brand (brand name) to be protectible.
Explain what you mean by protectible and give an illustration. . 137.
What
is permission marketing and why does it work? 138.
Distinguish
between brand identity and brand image. 139.
Identify
the three important principles for internal branding presented in the text.. 140.
Given
that the power of a brand resides in the minds of consumers and how it changes
their response to marketing, there are two basic approaches to measuring brand
equity. Briefly, describe each of these approaches.141.
If
your marketing manager asked you to design and implement a brand value chain, explain what you have
been asked to do. . 142.
Distinguish between brand equity and brand
valuation. . 143.
Identify
and define the two general categories into which brand extensions fall.. 144.
As a
branding manager, you have recommended to your board of directors a corporate
policy of blanket family branding. Write a brief statement outlining the
advantages of blanket family branding. 145.
Tide
laundry detergent maintains the same market share it had 50 years ago because
of the sales contributions of its various line extensions. Tide could be said to employ a preemptive
cannibalization strategy in generating line extensions. What does this mean? 146.
Scott
Bedbury, author of A New Brand World, cites eight principles on which
21st-century branding should be built. List four of those principles. .

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