14 Aug 1. The rapid expansion of ________ has created opportunities to personalize mark

1. The rapid
expansion of ________ has created opportunities to personalize marketing.
a.
target
marketing
b.
globalization
c.
the Internet
d.
standardization
e. CD
technology

2. ________ is about
making sure that the brand and its marketing are as relevant as possible to as
many customers as possible.
a.
Personalizing
marketing
b.
Segmenting
marketing
c.
Brand
imagery
d.
Emotionalizing
brands
e. Rationalizing brands

3. 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.
a.
Personalizing
marketing
b.
Individualizing
marketing
c.
Globalizing
marketing
d.
Institutionalizing
marketing
e. Integration marketing

4.
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.
a.
global
branding
b.
retro-branding
c.
internal
branding
d.
external
branding
e.
dual
branding

5.
Mark
Thomas has observed that Shell delivers on its promises to supply the best
gasoline possible to the driving public.
Shell promotions, employees, and distributors send a common and
consistent message about delivering on Shell promises to Mr. Thomas. Mr. Thomas is most likely experiencing
________.
a.
brand
image
b.
brand
enhancement
c.
brand
belief
d.
brand
attitude
e.
brand
bonding

6.
Brand
equity can be built by ________linking the brand to other information in
memory that conveys meaning to customers.
a.
internal
marketing
b.
brand
bonding
c.
secondary
associations
d.
customer
alignment
e.
brand
auditing

7.
Which
of the following is NOT a main secondary source of brand knowledge?
a.
Other
brands
b.
People
c.
Things
d.
Local,
state, and federal governments
e.
Places

8.
Which
of the following is one of the main ways to measure brand equity?
a.
Statistical
analysis of demographics
b.
Secondary
evaluation of governmental statistics
c.
Directlyassessing the actual impact of brand knowledge on consumer response to
different aspects of marketing
d.
Evaluating
published statistics of competitors
e.
Hiring
independent evaluators

9.
A
brand manager is concerned that his organizations brand image and physical
sales are slipping in the marketplace. The manager has decided to query
consumers about the health of the brand and try to discover ways to leverage
the brands equity. Which of the following terms will most likely provide the
structure and process for the managers investigation?
a.
A
brand demographic matrix analysis
b.
A
secondary search of good brand characteristics
c.
A
brand audit
d.
An
organizational audit
e.
A
brand-positioning study

10. ________ are a means of understanding
where, how much, and in what ways brand value is being created, to facilitate
day-to-day decision making.
a.
Internal
marketing campaigns
b.
Brand
portfolio audits
c.
Brand
value chains
d.
Sales
cycles
e.
Brand-tracking
studies

11. A structured approach to assessing the
sources and outcomes of brand equity and the manner in which marketing
activities create brand value is called ________.
a.
the
brand value chain
b.
the
brand portfolio
c.
the
brand life cycle
d.
brand
partitioning
e.
brand
positioning

12. Competitive superiority and channel and
other intermediary support are factors that influence the ________ of the brand
value chain.
a.
program
multiplier
b.
customer
multiplier
c.
brand
multiplier
d.
profit
multiplier
e.
market
multiplier

13. ________ is the job of estimating the total
financial value of the brand.
a.
Brand
tracking
b.
Brand
auditing
c.
Brand
equity
d.
Brand
valuation
e.
Brand
partitioning

14. A companys major enduring asset is
________.
a.
its
leadership
b.
its
brand
c.
its
culture
d.
its
shareholders
e.
its
workers

15. The first step in
the brand valuation process is ________.
a. the brand
strength assessment
b. quantification of
the role of branding
c. calculation of
the net present value of the earnings forecast
d. the division of
markets in which the brand is sold into mutually exclusive customer segments
e. financial
analysis of the companys earnings
before interest and taxes

16. When a firm uses
an established brand to introduce a new product, it is called a________.
a. subbrand
b. brand value
c. brand extension
d. brand mix
e. brand posture

17. A parent brand that is associated
with multiple products through brand extensions can also be called a ________.
a.
category
brand
b.
subbrand
c.
extension
brand
d.
family
brand
e.
line
brand

18. A ________ consists of all
productsoriginal as well as line and category extensionssold under a particular
brand.
a.
brand
line
b.
brand
variant
c.
brand
mix
d.
licensed
product
e.
subbrand

19. A major advantage of a(n) ________
strategy is that the company does not tie its reputation to the product.
a.
blanket
family name
b.
licensing
c.
individual-names
d.
category
extension
e.
brand
revitalization

20. Two advantages of ________ are
that they can facilitate new-product acceptance and provide positive feedback
to the parent brand and company.
a.
product
licensing
b.
brand
extensions
c.
individual-names
strategies
d.
brand
audits
e.
brand
dilutions

21. 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.
a. greed is good trap
b. pyramid principle
c. branding fallout concept
d. image syndrome
e. line-extension trap

22. Even if sales of a brand extension are high
and meet targets, the revenue may be coming from consumers switching to the
extension from existing parent-brand offeringsin effect ________ the parent
brand.
a.
diluting
b.
cannibalizing
c.
reinforcing
d.
eroding
e.
feeding
back to
:

23. A ________ is the set of all brands and
brand lines a particular firm offers for sale to buyers in a particular
category.
a.
brand
partition
b.
brand position
c.
brand
portfolio
d.
brand
concept
e.
brand
image

24. Marketers introduce multiple brands in a
category for all of the following reasons EXCEPT ________.
a.
to
increase shelf presence and retailer dependence in the store
b.
to
attract consumers seeking variety who may otherwise have switched brands
c.
to
increase internal competition within the firm
d.
to
yield economies of scale in advertising, sales, and merchandising
e.
to
reduce manufacturing costs and complexity

25. The hallmark of an optimal brand portfolio
is ________.
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

26. ________ brands are positioned with respect
to competitors brands so that more important (and more profitable) flagship
brands can retain their desired positioning.
a.
Flanker
b.
Attacker
c.
Defender
d.
Blitzkrieg

e.
Individual

27. The role of a ________ in the brand
portfolio often may be to attract customers to the brand franchise. Trading up
will often occur with this type of brand.
a.
cash
cow
b.
flanker
brand
c.
fighting
brand
d.
high-end
prestige brand
e.
low-end
entry-level brand

28. In its focus on bottom-line financial
value, the ________ approach often overlooks the option value of brands and
their potential to affect future revenues and costs.
a.
brand
equity
b.
brand
value chain
c.
customer
value
d.
customer
equity
e.
brand
extension

29. According to
Scott Bedburys book, A New Brand World,all of the following are
considered to be important principles for 21st-century branding EXCEPT
________.
a.
consumers will tell you what your brand image
should be
b.
relying on brand awareness has become marketing
fools gold
c.
you have to know it before you can grow it
d.
great brands establish enduring customer
relationships
e.
all brands need good parents
1. The rapid
expansion of ________ has created opportunities to personalize marketing. a.
target
marketingb.
globalizationc.
the Internetd.
standardizatione. CD
technology 2. ________ is about
making sure that the brand and its marketing are as relevant as possible to as
many customers as possible. a.
Personalizing
marketing b.
Segmenting
marketingc.
Brand
imageryd.
Emotionalizing
brandse. Rationalizing brands 3. 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. a.
Personalizing
marketingb.
Individualizing
marketingc.
Globalizing
marketingd.
Institutionalizing
marketing e. Integration marketing 4.
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. a.
global
brandingb.
retro-brandingc.
internal
brandingd.
external
brandinge.
dual
branding 5.
Mark
Thomas has observed that Shell delivers on its promises to supply the best
gasoline possible to the driving public.
Shell promotions, employees, and distributors send a common and
consistent message about delivering on Shell promises to Mr. Thomas. Mr. Thomas is most likely experiencing
________.a.
brand
imageb.
brand
enhancementc.
brand
beliefd.
brand
attitudee.
brand
bonding 6.
Brand
equity can be built by ________linking the brand to other information in
memory that conveys meaning to customers.a.
internal
marketingb.
brand
bondingc.
secondary
associationsd.
customer
alignmente.
brand
auditing 7.
Which
of the following is NOT a main secondary source of brand knowledge?a.
Other
brandsb.
Peoplec.
Thingsd.
Local,
state, and federal governmentse.
Places 8.
Which
of the following is one of the main ways to measure brand equity? a.
Statistical
analysis of demographicsb.
Secondary
evaluation of governmental statisticsc.
Directlyassessing the actual impact of brand knowledge on consumer response to
different aspects of marketingd.
Evaluating
published statistics of competitorse.
Hiring
independent evaluators 9.
A
brand manager is concerned that his organizations brand image and physical
sales are slipping in the marketplace. The manager has decided to query
consumers about the health of the brand and try to discover ways to leverage
the brands equity. Which of the following terms will most likely provide the
structure and process for the managers investigation? a.
A
brand demographic matrix analysisb.
A
secondary search of good brand characteristicsc.
A
brand auditd.
An
organizational audite.
A
brand-positioning study10. ________ are a means of understanding
where, how much, and in what ways brand value is being created, to facilitate
day-to-day decision making.a.
Internal
marketing campaignsb.
Brand
portfolio auditsc.
Brand
value chainsd.
Sales
cyclese.
Brand-tracking
studies 11. A structured approach to assessing the
sources and outcomes of brand equity and the manner in which marketing
activities create brand value is called ________. a.
the
brand value chainb.
the
brand portfolioc.
the
brand life cycled.
brand
partitioninge.
brand
positioning12. Competitive superiority and channel and
other intermediary support are factors that influence the ________ of the brand
value chain.a.
program
multiplierb.
customer
multiplierc.
brand
multiplierd.
profit
multipliere.
market
multiplier 13. ________ is the job of estimating the total
financial value of the brand. a.
Brand
trackingb.
Brand
auditingc.
Brand
equityd.
Brand
valuatione.
Brand
partitioning 14. A companys major enduring asset is
________. a.
its
leadershipb.
its
brandc.
its
cultured.
its
shareholderse.
its
workers 15. The first step in
the brand valuation process is ________.a. the brand
strength assessmentb. quantification of
the role of brandingc. calculation of
the net present value of the earnings forecastd. the division of
markets in which the brand is sold into mutually exclusive customer segmentse. financial
analysis of the companys earnings
before interest and taxes 16. When a firm uses
an established brand to introduce a new product, it is called a________. a. subbrandb. brand valuec. brand extensiond. brand mixe. brand posture 17. A parent brand that is associated
with multiple products through brand extensions can also be called a ________.a.
category
brandb.
subbrandc.
extension
brandd.
family
brande.
line
brand 18. A ________ consists of all
productsoriginal as well as line and category extensionssold under a particular
brand.a.
brand
lineb.
brand
variantc.
brand
mixd.
licensed
producte.
subbrand 19. A major advantage of a(n) ________
strategy is that the company does not tie its reputation to the product.a.
blanket
family nameb.
licensingc.
individual-namesd.
category
extensione.
brand
revitalization 20. Two advantages of ________ are
that they can facilitate new-product acceptance and provide positive feedback
to the parent brand and company.a.
product
licensingb.
brand
extensionsc.
individual-names
strategiesd.
brand
auditse.
brand
dilutions 21. 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. a. greed is good trapb. pyramid principlec. branding fallout conceptd. image syndromee. line-extension trap 22. Even if sales of a brand extension are high
and meet targets, the revenue may be coming from consumers switching to the
extension from existing parent-brand offeringsin effect ________ the parent
brand.a.
dilutingb.
cannibalizingc.
reinforcingd.
erodinge.
feeding
back to23. A ________ is the set of all brands and
brand lines a particular firm offers for sale to buyers in a particular
category. a.
brand
partitionb.
brand positionc.
brand
portfoliod.
brand
concepte.
brand
image 24. Marketers introduce multiple brands in a
category for all of the following reasons EXCEPT ________. a.
to
increase shelf presence and retailer dependence in the storeb.
to
attract consumers seeking variety who may otherwise have switched brandsc.
to
increase internal competition within the firmd.
to
yield economies of scale in advertising, sales, and merchandisinge.
to
reduce manufacturing costs and complexity25. The hallmark of an optimal brand portfolio
is ________.a.
the
ability of each brand to maximize equity in combination with all the other
brands in itb.
the
ability of each brand to maximize its individual equity in isolationc.
maximal
brand overlapd.
the
eventual reduction of brand differentiation to create a unified brand
appearancee.
none
of the above26. ________ brands are positioned with respect
to competitors brands so that more important (and more profitable) flagship
brands can retain their desired positioning. a.
Flankerb.
Attackerc.
Defenderd.
Blitzkrieg
e.
Individual 27. The role of a ________ in the brand
portfolio often may be to attract customers to the brand franchise. Trading up
will often occur with this type of brand. a.
cash
cowb.
flanker
brandc.
fighting
brandd.
high-end
prestige brande.
low-end
entry-level brand 28. In its focus on bottom-line financial
value, the ________ approach often overlooks the option value of brands and
their potential to affect future revenues and costs.a.
brand
equityb.
brand
value chainc.
customer
valued.
customer
equitye.
brand
extension29. According to
Scott Bedburys book, A New Brand World,all of the following are
considered to be important principles for 21st-century branding EXCEPT
________.a.
consumers will tell you what your brand image
should beb.
relying on brand awareness has become marketing
fools goldc.
you have to know it before you can grow itd.
great brands establish enduring customer
relationshipse.
all brands need good parents

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