Question;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 Coke?s ________.;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 people?s 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 12?24-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.;IBM?s;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 Wong?s 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 years?Nata 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 McClaren?s 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 Kellogg?s when it follows a subbranding policy with;Kellogg?s Rice Krispies, Kellogg?s Raisin Bran, and Kellogg?s 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 components?differentiation, 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..
Paper#47226 | Written in 18-Jul-2015Price : $22