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Question;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 organization?s 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 brand?s equity. Which of the following terms will most likely provide the;structure and process for the manager?s 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 company?s 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 company?s 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;products?original as well as line and category extensions?sold 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 offerings?in 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 Bedbury?s 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;fool?s 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


Paper#47202 | Written in 18-Jul-2015

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