Brand Management
Chapter Exam Questions
Course Introduction
Brand Management explores the strategies and tactics involved in creating, maintaining, and enhancing brand equity in todays competitive marketplace. The course covers fundamental concepts such as brand positioning, identity, and personality, along with advanced topics including brand architecture, portfolio management, and global branding. Through case studies and real-world applications, students learn how brands are developed and sustained, how to measure and leverage brand value, and how to address challenges such as brand dilution and crisis management. The course also examines the role of digital media, consumer behavior, and cultural trends in shaping brand perceptions and loyalty.
Recommended Textbook
Marketing Management 4th Edition by Russ Winer
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Page 2
Chapter 1: Marketing and the Job of the Marketing Manager
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Sample Questions
Q1) Which of the following is a plausible marketing observation?
A)Marketing managers must spend a considerable amount of time talking to customers.
B)New competitors' actions are easier to predict than existing competitors' actions.
C)Customers can always tell you what products they want and what features they need.
D)Unlike general societal trends,changes in customer tastes occur frequently.
Answer: A
Q2) Strategic and tactical decisions in a customer-oriented organization should be made:
A)cross-functionally and cross-divisionally.
B)by the marketing department.
C)by the services department.
D)by the customer relations department.
Answer: A
Q3) Mobile phones are available to almost every socioeconomic stratum.
A)True
B)False
Answer: True
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Chapter 2: A Strategic Marketing Framework
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Q1) Customers who have purchased your product or service are familiar with its benefits.Assuming that your customers enjoyed the consumption experience,there is often potential left in the market from the current customers who could be persuaded to buy more.You,as a marketing manager,should therefore prioritize:
A)market development strategy.
B)diversification strategy.
C)product development strategy.
D)market penetration strategy.
Answer: D
Q2) A ________ strategy targets customers who have not yet purchased the product or service.
A)market formation
B)market penetration
C)market modification
D)market development
Answer: D
Q3) In the introductory phase,the growth rate and the size of the market are high.
A)True
B)False
Answer: False
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Chapter 3: Marketing Research
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Q1) Which of the following is a serious problem with survey research when people who choose to respond to the survey may be significantly different from those who do not?
A)response bias
B)nonresponse bias
C)opt-out bias
D)interviewer bias
Answer: B
Q2) Which type of research typically involves statistically analyzing data in order to provide descriptive results to explicitly test a hypothesis?
A)clinical research
B)quantitative research
C)phenomenological research
D)qualitative research
Answer: B
Q3) The focus group is the best known and most widely used quantitative research method.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Analyzing Consumer Behavior
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Sample Questions
Q1) For frequently purchased products,repeat buying is critical to success.
A)True
B)False
Q2) According to the needs hierarchy theory,basic human needs such as food,sleep,and water are examples of ________ needs.
A)physiological
B)safety
C)ego
D)social
Q3) If you are in an industrial products business,it is not important for you to understand your consumers.
A)True
B)False
Q4) In a customer analysis,understanding how to expand the market and achieve sales closer to market potential is most likely to be achieved by analyzing:
A)competitors' customers.
B)former customers.
C)people who have never purchased the product.
D)current customers.
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Chapter 5: Organizational Buying Behavior
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Sample Questions
Q1) List and briefly discuss the seven stages in the organizational buying process that ultimately lead to a purchase.
Q2) Vertical marketing occurs across industries,particularly where the needs and uses are similar.
A)True
B)False
Q3) Parsimony is important in industrial marketing because it is inefficient to pursue too many segments.
A)True
B)False
Q4) Which of the following is an example of a new task purchase?
A)purchasing paper clips for the office
B)upgrading the local intranet with new technologies
C)purchasing a corporate jet aircraft
D)purchasing printer and toner for the office
Q5) A group of individuals collectively involved in a purchase decision are known as a buying center.
A)True
B)False
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Chapter 6: Market Structure and Competitor Analysis
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Q1) Which of the following examples best represents product form competition in drip coffee machine category?
A)other brands of coffee drip machines
B)percolators and espresso machines
C)juicers and water purifiers
D)pots and pans
Q2) A kind of game in which competition leads to a less-than-optimum outcome for both managers,is called:
A)budget outcome dilemma game.
B)prisoner's dilemma game.
C)leader-follower dilemma game.
D)best strategy dilemma game.
Q3) An analysis in which the strengths and weaknesses of competitors and their current and likely future strategies are examined is known as competitor analysis.
A)True
B)False
Q4) A product class is also called a product type.
A)True
B)False
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Chapter 7: Product Decisions
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Q1) Which of the following statements is true regarding the mature stage of high-tech products?
A)customer knowledge is low
B)perceived brand differences are small
C)marketing tactics are promotion oriented
D)marketing tactics are not given priority
Q2) ________ takes place when the sales for a new element of a product line are not entirely new rather it is taken away from an existing element of the line.
A)Greenwashing
B)Cannibalization
C)Customerization
D)Cloning
Q3) ________ provide each customer with unique products or services without telling them that the products have been customized for them.
A)Collaborative customizers
B)Adaptive customizers
C)Cosmetic customizers
D)Transparent customizers
Q4) Discuss how you would build strong brands over time.
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Chapter 8: New Product Development
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Sample Questions
Q1) What is the main disadvantage of having a longer run for the test market?
A)It costs more and gives competitors time to formulate a counterattack.
B)It is difficult to gather information about customer attitudes as their responses to surveys may not be honest.
C)Customers might lose interest in the product.
D)The sales data gathered will not be useful for predicting actual sales.
Q2) Concept evaluation tests are used to:
A)reduce the concepts under consideration to a manageable number.
B)generate new product ideas.
C)refine the concept statements.
D)quantitatively assess demand for the concept.
Q3) Companies rarely rely on new products for their long term health.
A)True
B)False
Q4) For a frequently-purchased product,________ are the keys to success.
A)trial rates
B)repeat rates
C)brand awareness
D)brand recall
Q5) Explain the approaches that can be used to forecast demand.
Page 10
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Chapter 9: Pricing
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Q1) Identify the approach where the benefits of the product are put in monetary terms such as time savings,less use of materials,or less downtime.
A)value pricing
B)pricing to value
C)value-in-use
D)price discrimination
Q2) Price elasticity of demand is the percent change in demand divided by a percent change in price.
A)True
B)False
Q3) Often variable costs are spread out over many years and sometimes different products.
A)True
B)False
Q4) Describe the five major pricing objectives discussed in the text.
Q5) In a product category,higher price levels can be sustained if the barriers to entry are low.
A)True
B)False
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Chapter 10: Communications and Advertising Strategy
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Q1) Which of the following involves face-to-face communications between seller and buyer ?
A)advertising
B)catalogue marketing
C)personal selling
D)telemarketing
Q2) The two major participants in a marketing communication process are the customers and the competitors.
A)True
B)False
Q3) Which of the following statements is true regarding the percentage of sales approach to budgeting?
A)It views advertisement as an investment measures its return by calculating percentage increase in sales for a particular period.
B)It attempts to spend at levels proportional to the competition's spending.
C)Approach is based on the belief that advertising causes sale.
D)It selects a percentage of sales,either past or expected to devote to advertising.
Q4) Describe the major types of media and the advantages of each.
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Page 12
Chapter 11: Sales Promotion
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Sample Questions
Q1) The dominant form of price-oriented promotion is couponing.
A)True
B)False
Q2) Canned tuna fish is most likely to have:
A)high promotional elasticity and high holding cost.
B)high promotional elasticity and low holding cost.
C)low promotional elasticity and high holding cost.
D)low promotional elasticity and low holding cost.
Q3) Specialty cheeses are most likely to have:
A)high promotional elasticity and high holding cost.
B)high promotional elasticity and low holding cost.
C)low promotional elasticity and high holding cost.
D)low promotional elasticity and low holding cost.
Q4) Which of the following explains market development funding?
A)offering money to subsidiaries
B)offering below-market interest rates
C)offering discounts on products that are on the introduction stage of the product life cycle
D)offering money to help the channel members sell its products
Q5) Summarize the advantages and disadvantages of coupons.
Page 13
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Chapter 12: Channels of Distribution
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Q1) In today's marketing environment,designing channel systems with multiple channels is the exception,not the norm.
A)True
B)False
Q2) Activities of channel management that requires getting channels to carry and sell the product are known as ________ activities.
A)vertical
B)push
C)horizontal
D)pull
Q3) Which of the following statements is true regarding a "category killer"?
A)They sell products belonging to multiple categories.
B)They deal with companies through intermediaries.
C)Smaller retailers posses a significant threat to category killers.
D)They are also known as big box retailers.
Q4) Canon sells laser printer engines to Hewlett-Packard for its LaserJet line.Here Canon acts as a value-added reseller.
A)True
B)False
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Chapter 13: Direct Channels of Distribution: Personal Selling and
Direct Marketing
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Q1) Which of the following is a method of determining the size of the sales force needed that assumes an average productivity level for each salesperson?
A)breakdown method
B)workload method
C)marginal economic method
D)breakout method
Q2) An insufficient number of territories means salespeople spend too much time traveling and not enough time selling.
A)True
B)False
Q3) Identify the type of sales organization where the sales force sells the entire product line to customers in the segment.
A)product/customer system
B)market/market system
C)product/market system
D)product/product system
Q4) An insufficient number of territories means lower income for salespeople. A)True
B)False
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Chapter 14: Customer Relationship Management
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Q1) The amount of money spent on the whole category of a product is known as:
A)share of category requirements.
B)size of wallet.
C)share of wallet.
D)customer lifetime value.
Q2) ________ and ________ are both highly loyal,but for different reasons.
A)Apostles;Hostages
B)Defectors;Mercenaries
C)Apostles;Defectors
D)Mercenaries;Hostages
Q3) A major benefit of the lifetime customer value (LCV)and profitability analyses is to permit the marketing manager to make informed decisions about:
A)which customers to target.
B)where to find new customers.
C)which customers to keep.
D)which competitors to avoid.
Q4) The longer a customer is retained,the longer the base profit is earned.
A)True
B)False
Q5) Describe the primary customer-based metrics.
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Chapter 15: Special Topic: Strategies for Service Markets
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Q1) Tangible dimension of services refers to:
A)physical evidence of the service.
B)a guarantee offered by service providers.
C)the people who provide service.
D)the technical services offered to the customer.
E)the functional services offered to the customer.
Q2) Unlike other service firms,professional services firms are not dependent upon the quality of the employees.
A)True
B)False
Q3) ________ is a popular survey instrument that measures service quality by grouping questions into five categories of service quality.
A)SERVQUAL
B)RATER
C)CATI
D)Sampling frame
Q4) Tangibility of services can be increased by using sampling or other promotions.
A)True
B)False
Q5) How does intangibility affect inventorying services? Explain with an example.
Page 17
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