14 Aug Part 1 of 2 – 50.0/ 50.0 PointsQuestion 1 of 40 2.5/ 2.5 PointsAccording to bran

Part 1 of 2 – 50.0/ 50.0 PointsQuestion 1 of 40 2.5/ 2.5 PointsAccording to brand asset valuator model, leadership brands show:A. high levels of energy, differentiation, relevance, knowledge, and esteem. B. higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still. C. higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still. D. low levels on energy, differentiation, relevance, knowledge, and esteem.Question 2 of 40 2.5/ 2.5 PointsWith respect to the “six brand building blocks,” __________ signifies how well the product or service meets customers’ functional needs.A. brand judgment B. brand imagery C. brand salience D. brand performanceQuestion 3 of 40 2.5/ 2.5 Points__________ refers to the products or sets of products with which a brand competes and which function as close substitutes.A. Consumer profitability analysis B. Competitive frame of reference C. Category membership D. Value membershipQuestion 4 of 40 2.5/ 2.5 Points__________ is the job of estimating the total financial worth of the brand.A. Brand tracking B. Brand auditing C. Brand equity D. Brand valuationQuestion 5 of 40 2.5/ 2.5 PointsMark feels that Shell delivers on its promises to supply the best gasoline possible to the public. His experiences with Shell have always been good, resulting in positive brand contact. Mark is most likely experiencing:A. brand bonding. B. brand essence. C. brand harmonization. D. brand parity.Question 6 of 40 2.5/ 2.5 PointsBrand __________ is the added value endowed to products and services.A. loyalty B. equity C. preference D. identityQuestion 7 of 40 2.5/ 2.5 PointsWhich of the following statements about the branding guidelines for a small business is true?A. A small business must creatively conduct low-cost marketing research. B. A small business must avoid leveraging secondary brand associations. C. A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image. D. A small business must disintegrate the brand elements to maximize the contribution of each of the three main sets of brand equity drivers.Question 8 of 40 2.5/ 2.5 PointsIf a consumer, trying to decide between alternatives, believes that a particular brand delivers acceptable product performance and can be short-listed, she is in the __________ level of the brand dynamics pyramid.A. presence B. relevance C. performance D. advantageQuestion 9 of 40 2.5/ 2.5 PointsWhich of the following types of differentiation refers to companies effectively designing their distribution medium’s coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?A. Service differentiation B. Channel differentiation C. Image differentiation D. Product differentiationQuestion 10 of 40 2.5/ 2.5 Points__________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.A. Consumer profitability analysis B. Competitor indexing C. The service blueprint D. The competitive frame of referenceQuestion 11 of 40 2.5/ 2.5 PointsA supplier creates better information systems, and introduces bar coding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its:A. innovativeness. B. reliability. C. insensitivity. D. resilience.Question 12 of 40 2.5/ 2.5 PointsBranding is:A. all about creating unanimity between products. B. the process of performing market research and selling products or services to customers. C. endowing products and services with the power of a brand. D. the process of comparing competing brands available in the market.Question 13 of 40 2.5/ 2.5 PointsThe first step in the strategic brand management process is:A. measuring consumer brand loyalty. B. identifying and establishing brand positioning. C. planning and implementing brand marketing. D. measuring and interpreting brand performance.Question 14 of 40 2.5/ 2.5 Points__________ is the differential effect that brand knowledge has on consumer response to the marketing of that brand.A. Mission-driven brand equity B. Customer-based brand equity C. Product-driven brand equity D. Service-driven brand equityQuestion 15 of 40 2.5/ 2.5 PointsAccording to the brand asset valuator model, which of the components of brand equity measures how aware and familiar consumers are with the brand?A. Esteem B. Energized differentiation C. Relevance D. KnowledgeQuestion 16 of 40 2.5/ 2.5 PointsCompetitive superiority and channel support are factors that influence the __________ of the brand value chain.A. program multiplier B. customer multiplier C. brand multiplier D. profit multiplierQuestion 17 of 40 2.5/ 2.5 PointsOne common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are:A. negatively correlated. B. always correlated. C. directly proportional. D. never correlated.Question 18 of 40 2.5/ 2.5 PointsBrand salience:A. is customers’ emotional responses and reactions with respect to the brand. B. is how often and how easily customers think of the brand under various purchase or consumption situations. C. is how well the product or service meets customers’ functional needs. D. describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers’ psychological or social needs.Question 19 of 40 2.5/ 2.5 PointsWhich of the following value creation processes means translating milestones into symbols and artifacts?A. Staking B. Evangelizing C. Milestoning D. BadgingQuestion 20 of 40 2.5/ 2.5 PointsMarketers typically focus on __________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.A. brand equity B. brand awareness C. brand benefits D. brand architecturePart 2 of 2 – 50.0/ 50.0 PointsQuestion 21 of 40 2.5/ 2.5 PointsA(n. __________ marketer looks ahead to needs customers may have in the near future.A. anticipative B. creative C. inexperienced D. responsiveQuestion 22 of 40 2.5/ 2.5 PointsAs a market follower strategy, the __________ duplicates the leader’s product and packages and sells it on the black market or through disreputable dealers.A. innovator B. counterfeiter C. imitator D. adapterQuestion 23 of 40 2.5/ 2.5 PointsFor a market challenger, attacking __________ is a high risk but potentially high payoff strategy, which also allows it to distance itself from other challengers.A. a firm of its own size B. the market leader C. a regional firm D. an underfinanced firmQuestion 24 of 40 2.5/ 2.5 PointsWhich of the following is the most constructive response a market leader can make when defending its market share?A. Maintain basic cost control B. Innovate continuously C. Provide desired benefits D. Meet challengers with a swift responseQuestion 25 of 40 2.5/ 2.5 PointsA firm that is willing to maintain its market share, and not attack the leader and other competitors in an aggressive bid for further market share, is known as a:A. market challenger. B. market leader. C. market follower. D. market nicher.Question 26 of 40 2.5/ 2.5 PointsWhen the total market expands, the __________ usually gains the most.A. market challenger B. market leader C. market follower D. market nicherQuestion 27 of 40 2.5/ 2.5 PointsIf Microsoft announces plans for a new-product development, smaller firms may choose to concentrate their development efforts in other directions to avoid head-to-head competition. In this example, Microsoft is employing a __________ strategy.A. preemptive defense B. counteroffensive defense C. mobile defense D. flank defenseQuestion 28 of 40 2.5/ 2.5 PointsThe defensive marketing strategy where a stream of new products are introduced by a firm and are announced in advance are referred to as __________ defense.A. mobile B. counteroffensive C. preemptive D. contractionQuestion 29 of 40 2.5/ 2.5 PointsWhich of the following is true about proactive marketing?A. A company needs creative anticipation to see the writing on the wall. B. Proactive companies create new offers to serve unmet and unknown consumer needs. C. Proactive companies refrain from practicing uncertainty management. D. A company needs responsive anticipation to devise innovative solutions.Question 30 of 40 2.5/ 2.5 PointsMarket broadening and market diversification are likely tactics employed in __________ strategies.A. position defense B. flank defense C. preemptive defense D. mobile defenseQuestion 31 of 40 2.5/ 2.5 PointsWhen firms look for new users in groups that have never used the product before, the firm is using the __________ strategy.A. new-market segment B. market-penetration C. geographical-expansion D. product developmentQuestion 32 of 40 2.5/ 2.5 PointsThe __________ can be used when the challenger spots areas where the opponent is underperforming.A. encirclement attack B. frontal attack C. flank-geographic attack D. backwards-flank attackQuestion 33 of 40 2.5/ 2.5 PointsClorox runs ads stressing the many benefits of its bleachsuch as how it eliminates kitchen odorsin order to generate additional opportunities to use the brand in the same basic way. This is an attempt to:A. increase the amount of consumption. B. increase the level of consumption. C. increase the perception of consumption. D. increase the frequency of consumption.Question 34 of 40 2.5/ 2.5 Points__________ marketers are not just market-driven, they are proactive market-driving firms.A. Creative B. Responsive C. Inexperienced D. LaidbackQuestion 35 of 40 2.5/ 2.5 PointsIn a pure __________ attack, the attacker matches its opponent’s product, advertising, price, and distribution.A. guerilla B. bypass C. encirclement D. frontalQuestion 36 of 40 2.5/ 2.5 PointsA(n. __________ is another name for identifying shifts in market segments that are causing gaps to develop, then rushing in to fill the gaps and developing them into strong segments.A. frontal attack strategy B. flanking strategy C. encircling strategy D. counteroffensive strategyQuestion 37 of 40 2.5/ 2.5 PointsIn a __________ defense strategy, the market leader can meet the attacker frontally and hit its flank, or launch a pincer movement so that it’s forced to pull back to defend itself.A. position B. counteroffensive C. preemptive D. contractionQuestion 38 of 40 2.5/ 2.5 PointsWhen food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the __________ of the brand.A. amount of consumption B. level of consumption C. dedication to consumption D. frequency of consumptionQuestion 39 of 40 2.5/ 2.5 PointsIn __________, the market leader stretches its domain over new territories that can serve as future centers for defense and offense.A. counteroffensive defense B. flank defense C. contraction defense D. mobile defenseQuestion 40 of 40 2.5/ 2.5 PointsAn alternative to being a market follower in a large market is to be a leader in a small market. This type of competitor is called a:A. marketing king. B. market nicher. C. segment king. D. guerilla marketer.Part 1 of 2 – 50.0/ 50.0 PointsQuestion 1 of 40 2.5/ 2.5 PointsAccording to brand asset valuator model, leadership brands show:A. high levels of energy, differentiation, relevance, knowledge, and esteem. B. higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still. C. higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still. D. low levels on energy, differentiation, relevance, knowledge, and esteem.Question 2 of 40 2.5/ 2.5 PointsWith respect to the “six brand building blocks,” __________ signifies how well the product or service meets customers’ functional needs.A. brand judgment B. brand imagery C. brand salience D. brand performanceQuestion 3 of 40 2.5/ 2.5 Points__________ refers to the products or sets of products with which a brand competes and which function as close substitutes.A. Consumer profitability analysis B. Competitive frame of reference C. Category membership D. Value membershipQuestion 4 of 40 2.5/ 2.5 Points__________ is the job of estimating the total financial worth of the brand.A. Brand tracking B. Brand auditing C. Brand equity D. Brand valuationQuestion 5 of 40 2.5/ 2.5 PointsMark feels that Shell delivers on its promises to supply the best gasoline possible to the public. His experiences with Shell have always been good, resulting in positive brand contact. Mark is most likely experiencing:A. brand bonding. B. brand essence. C. brand harmonization. D. brand parity.Question 6 of 40 2.5/ 2.5 PointsBrand __________ is the added value endowed to products and services.A. loyalty B. equity C. preference D. identityQuestion 7 of 40 2.5/ 2.5 PointsWhich of the following statements about the branding guidelines for a small business is true?A. A small business must creatively conduct low-cost marketing research. B. A small business must avoid leveraging secondary brand associations. C. A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image. D. A small business must disintegrate the brand elements to maximize the contribution of each of the three main sets of brand equity drivers.Question 8 of 40 2.5/ 2.5 PointsIf a consumer, trying to decide between alternatives, believes that a particular brand delivers acceptable product performance and can be short-listed, she is in the __________ level of the brand dynamics pyramid.A. presence B. relevance C. performance D. advantageQuestion 9 of 40 2.5/ 2.5 PointsWhich of the following types of differentiation refers to companies effectively designing their distribution medium’s coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?A. Service differentiation B. Channel differentiation C. Image differentiation D. Product differentiationQuestion 10 of 40 2.5/ 2.5 Points__________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.A. Consumer profitability analysis B. Competitor indexing C. The service blueprint D. The competitive frame of referenceQuestion 11 of 40 2.5/ 2.5 PointsA supplier creates better information systems, and introduces bar coding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its:A. innovativeness. B. reliability. C. insensitivity. D. resilience.Question 12 of 40 2.5/ 2.5 PointsBranding is:A. all about creating unanimity between products. B. the process of performing market research and selling products or services to customers. C. endowing products and services with the power of a brand. D. the process of comparing competing brands available in the market.Question 13 of 40 2.5/ 2.5 PointsThe first step in the strategic brand management process is:A. measuring consumer brand loyalty. B. identifying and establishing brand positioning. C. planning and implementing brand marketing. D. measuring and interpreting brand performance.Question 14 of 40 2.5/ 2.5 Points__________ is the differential effect that brand knowledge has on consumer response to the marketing of that brand.A. Mission-driven brand equity B. Customer-based brand equity C. Product-driven brand equity D. Service-driven brand equityQuestion 15 of 40 2.5/ 2.5 PointsAccording to the brand asset valuator model, which of the components of brand equity measures how aware and familiar consumers are with the brand?A. Esteem B. Energized differentiation C. Relevance D. KnowledgeQuestion 16 of 40 2.5/ 2.5 PointsCompetitive superiority and channel support are factors that influence the __________ of the brand value chain.A. program multiplier B. customer multiplier C. brand multiplier D. profit multiplierQuestion 17 of 40 2.5/ 2.5 PointsOne common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are:A. negatively correlated. B. always correlated. C. directly proportional. D. never correlated.Question 18 of 40 2.5/ 2.5 PointsBrand salience:A. is customers’ emotional responses and reactions with respect to the brand. B. is how often and how easily customers think of the brand under various purchase or consumption situations. C. is how well the product or service meets customers’ functional needs. D. describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers’ psychological or social needs.Question 19 of 40 2.5/ 2.5 PointsWhich of the following value creation processes means translating milestones into symbols and artifacts?A. Staking B. Evangelizing C. Milestoning D. BadgingQuestion 20 of 40 2.5/ 2.5 PointsMarketers typically focus on __________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.A. brand equity B. brand awareness C. brand benefits D. brand architecturePart 2 of 2 – 50.0/ 50.0 PointsQuestion 21 of 40 2.5/ 2.5 PointsA(n. __________ marketer looks ahead to needs customers may have in the near future.A. anticipative B. creative C. inexperienced D. responsiveQuestion 22 of 40 2.5/ 2.5 PointsAs a market follower strategy, the __________ duplicates the leader’s product and packages and sells it on the black market or through disreputable dealers.A. innovator B. counterfeiter C. imitator D. adapterQuestion 23 of 40 2.5/ 2.5 PointsFor a market challenger, attacking __________ is a high risk but potentially high payoff strategy, which also allows it to distance itself from other challengers.A. a firm of its own size B. the market leader C. a regional firm D. an underfinanced firmQuestion 24 of 40 2.5/ 2.5 PointsWhich of the following is the most constructive response a market leader can make when defending its market share?A. Maintain basic cost control B. Innovate continuously C. Provide desired benefits D. Meet challengers with a swift responseQuestion 25 of 40 2.5/ 2.5 PointsA firm that is willing to maintain its market share, and not attack the leader and other competitors in an aggressive bid for further market share, is known as a:A. market challenger. B. market leader. C. market follower. D. market nicher.Question 26 of 40 2.5/ 2.5 PointsWhen the total market expands, the __________ usually gains the most.A. market challenger B. market leader C. market follower D. market nicherQuestion 27 of 40 2.5/ 2.5 PointsIf Microsoft announces plans for a new-product development, smaller firms may choose to concentrate their development efforts in other directions to avoid head-to-head competition. In this example, Microsoft is employing a __________ strategy.A. preemptive defense B. counteroffensive defense C. mobile defense D. flank defenseQuestion 28 of 40 2.5/ 2.5 PointsThe defensive marketing strategy where a stream of new products are introduced by a firm and are announced in advance are referred to as __________ defense.A. mobile B. counteroffensive C. preemptive D. contractionQuestion 29 of 40 2.5/ 2.5 PointsWhich of the following is true about proactive marketing?A. A company needs creative anticipation to see the writing on the wall. B. Proactive companies create new offers to serve unmet and unknown consumer needs. C. Proactive companies refrain from practicing uncertainty management. D. A company needs responsive anticipation to devise innovative solutions.Question 30 of 40 2.5/ 2.5 PointsMarket broadening and market diversification are likely tactics employed in __________ strategies.A. position defense B. flank defense C. preemptive defense D. mobile defenseQuestion 31 of 40 2.5/ 2.5 PointsWhen firms look for new users in groups that have never used the product before, the firm is using the __________ strategy.A. new-market segment B. market-penetration C. geographical-expansion D. product developmentQuestion 32 of 40 2.5/ 2.5 PointsThe __________ can be used when the challenger spots areas where the opponent is underperforming.A. encirclement attack B. frontal attack C. flank-geographic attack D. backwards-flank attackQuestion 33 of 40 2.5/ 2.5 PointsClorox runs ads stressing the many benefits of its bleachsuch as how it eliminates kitchen odorsin order to generate additional opportunities to use the brand in the same basic way. This is an attempt to:A. increase the amount of consumption. B. increase the level of consumption. C. increase the perception of consumption. D. increase the frequency of consumption.Question 34 of 40 2.5/ 2.5 Points__________ marketers are not just market-driven, they are proactive market-driving firms.A. Creative B. Responsive C. Inexperienced D. LaidbackQuestion 35 of 40 2.5/ 2.5 PointsIn a pure __________ attack, the attacker matches its opponent’s product, advertising, price, and distribution.A. guerilla B. bypass C. encirclement D. frontalQuestion 36 of 40 2.5/ 2.5 PointsA(n. __________ is another name for identifying shifts in market segments that are causing gaps to develop, then rushing in to fill the gaps and developing them into strong segments.A. frontal attack strategy B. flanking strategy C. encircling strategy D. counteroffensive strategyQuestion 37 of 40 2.5/ 2.5 PointsIn a __________ defense strategy, the market leader can meet the attacker frontally and hit its flank, or launch a pincer movement so that it’s forced to pull back to defend itself.A. position B. counteroffensive C. preemptive D. contractionQuestion 38 of 40 2.5/ 2.5 PointsWhen food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the __________ of the brand.A. amount of consumption B. level of consumption C. dedication to consumption D. frequency of consumptionQuestion 39 of 40 2.5/ 2.5 PointsIn __________, the market leader stretches its domain over new territories that can serve as future centers for defense and offense.A. counteroffensive defense B. flank defense C. contraction defense D. mobile defenseQuestion 40 of 40 2.5/ 2.5 PointsAn alternative to being a market follower in a large market is to be a leader in a small market. This type of competitor is called a:A. marketing king. B. market nicher. C. segment king. D. guerilla marketer.

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