Brand Management
Chapter Exam Questions
Course Introduction
Brand Management explores the strategies and techniques involved in building, positioning, and maintaining successful brands in competitive markets. The course covers key concepts such as brand equity, brand identity, and brand architecture, while delving into the role of branding in influencing consumer perceptions and loyalty. Students will analyze real-world case studies to understand brand development, evaluate the impact of marketing communications, and learn to design integrated branding strategies that create value for both the company and consumers. The course also addresses challenges in managing global brands and adapting to changes in digital media and consumer behavior.
Recommended Textbook Consumer Behavior 10th Edition by Leon Schiffman
Available Study Resources on Quizplus
16 Chapters
1735 Verified Questions
1735 Flashcards
Source URL: https://quizplus.com/study-set/1887
Page 2
Chapter 1: Consumer Behavior: Meeting Changes and Challenges
Available Study Resources on Quizplus for this Chatper
109 Verified Questions
109 Flashcards
Source URL: https://quizplus.com/quiz/37673
Sample Questions
Q1) "Me too" products are ________.
A) products that need to be bought along with the original product
B) secondary products that customers need to be reminded to buy C) products that lack a unique image or benefit in the eyes of consumers D) products aimed at helping children learn to share with each other E) products that are included for free with the desired product
Answer: C
Q2) Compare the production orientation and the marketing orientation on three major points.
Answer: The production orientation's major focus is to produce large quantities of a product inexpensively.The marketing orientation does the opposite; it makes what it knows will sell.
The production orientation provides a generic version of a product,reasoning that product availability is more important to the consumer than product variation.The marketing orientation ensures the product is in demand by conducting consumer research to explore consumers' needs.
The production orientation does not consider customer satisfaction and long term relationships.The marketing orientation focuses on customer satisfaction and building and strengthening relationships with their customers to ensure repeat business.
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: Introduction to the Consumer Research Process
Available Study Resources on Quizplus for this Chatper
105 Verified Questions
105 Flashcards
Source URL: https://quizplus.com/quiz/37674
Sample Questions
Q1) As consumers use more and more highly convenient technologies,it becomes harder and harder for consumer researchers to gather electronic records of their consumption patterns.
A)True
B)False
Answer: False
Q2) In the PEN MINI CASE,test subjects were chosen based on their level of education and the ages of their children.The sample used would be best described as a ________.
A) judgment sample
B) simple random sample
C) convenience sample
D) cluster sample
E) quota sample
Answer: A
Q3) When conducting a research study,primary data is collected before secondary data.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Market Segmentation and Strategic Targeting
Available Study Resources on Quizplus for this Chatper
108 Verified Questions
108 Flashcards
Source URL: https://quizplus.com/quiz/37675
Sample Questions
Q1) Frequency award programs attempt to reward customers who are brand loyal.
A)True
B)False
Answer: True
Q2) Beyond flavor and the presence or absence of sugar,Nicorette offers a gum that will whiten your teeth while satisfying your nicotine craving and helping you quit smoking.This gum has been positioned on the basis of ________.
A) demographic segmentation
B) family life cycle segmentation
C) psychographic segmentation
D) mass marketing
E) benefit segmentation
Answer: E
Q3) Geographic characteristics serve as the core of almost all segmentations.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above.
Page 5
Chapter 4: Consumer Motivation
Available Study Resources on Quizplus for this Chatper
108 Verified Questions
108 Flashcards
Source URL: https://quizplus.com/quiz/37676
Sample Questions
Q1) Why do savvy marketers define their missions in terms of the consumer needs they satisfy and not the products that satisfy those needs?
Q2) The impulse buyer who reacts largely to external stimuli in the buying situation is the classic example of the cognitive theory of motivation.
A)True
B)False
Q3) Give an example of an approach goal,and an example of an avoidance goal.
Q4) People with a promotion focus favor the status quo and inaction over action.
A)True
B)False
Q5) The achievement need suggests that behavior is strongly influenced by the desire for friendship,acceptance,and belonging.
A)True
B)False
Q6) According to Maslow,once a lower-level need is met,it never becomes dominant again.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Personality and Consumer Behavior
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/37677
Sample Questions
Q1) Other-directed consumers prefer ads that contain ________.
A) text focusing on the benefits of the product or service
B) visually provocative themes
C) appeals to nationalism
D) an appeal from an authoritative figure
E) scenes of social acceptance
Q2) ________ measures a person's craving for or enjoyment of thinking.
A) Optimum stimulation level
B) Novelty seeking
C) Need for cognition
D) Innovativeness
E) Need for uniqueness
Q3) For a geographical association to be beneficial for a brand,the location must be real and reflect where the product is actually made.
A)True
B)False
Q4) Consumers whose actual lifestyles are equivalent to their OSL scores are likely to seek rest or relief.
A)True
B)False
Page 7
To view all questions and flashcards with answers, click on the resource link above.
Chapter 6: Consumer Perception
Available Study Resources on Quizplus for this Chatper
106 Verified Questions
106 Flashcards
Source URL: https://quizplus.com/quiz/37678
Sample Questions
Q1) In the SAUCE MINI CASE,by packaging its most popular sauce flavors in the pouch format,instead of new flavors,Ragu is trying to appeal to ________.
A) low-risk perceivers
B) broad categorizers
C) consumer innovators
D) narrow categorizers
E) process-oriented consumers
Q2) ________ is a concept related to perception.People actively seek out messages that they find pleasant and actively avoid painful or threatening ones.
A) Selective attention
B) Selective exposure
C) Perceptual defense
D) Perceptual blocking
E) Perceptual organization
Q3) What are the types of perceived risk consumers have to deal with?
Q4) Completed messages or tasks are better remembered than those that are incomplete.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Consumer Learning
Available Study Resources on Quizplus for this Chatper
108 Verified Questions
108 Flashcards
Source URL: https://quizplus.com/quiz/37679
Sample Questions
Q1) For ________ purchases,consumers are more likely to be narrow categorizers,whereas for ________ purchases,consumers are more likely to be broad categorizers.
A) high involvement; low involvement
B) brand equity; brand loyalty
C) evoked set; shaped
D) positive reinforcement; negative reinforcement
E) massed; distributed
Q2) ________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place.
A) Perceived learning
B) Behavioral learning
C) Cognitive learning
D) Associative learning
E) Modernist learning
Q3) Define and give one example of each of the following:
a. product line extension
b. product form extension
c. product category extension
Q4) How do some marketers make use of the concept of stimulus generalization?
Page 9
To view all questions and flashcards with answers, click on the resource link above.
Chapter 8: Consumer Attitude Formation and Change
Available Study Resources on Quizplus for this Chatper
109 Verified Questions
109 Flashcards
Source URL: https://quizplus.com/quiz/37680
Sample Questions
Q1) In the PUB MINI CASE,Sean enjoys the feeling the pub gives him of connection with his Irish heritage.This is the ________ of his attitude toward the pub.
A) affective component
B) effective component
C) cognitive component
D) conative component
E) prospective component
Q2) According to the ________,to understand consumers' intentions we also need to measure the subjective norms that influence an individual's intention to act.
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Q3) Emotional appeals most effectively influence attitude formation in consumers who have product experience.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Chapter 9: Communication and Consumer Behavior
Available Study Resources on Quizplus for this Chatper
109 Verified Questions
109 Flashcards
Source URL: https://quizplus.com/quiz/37681
Sample Questions
Q1) The theory of ________ suggests that the memory of a negative cue,such as a low-credibility source,simply decays faster than the memory of the message itself,leaving behind the primary message content.
A) the sleeper effect
B) advertising wearout
C) disassociation
D) differential decay
E) the dissipation effect
Q2) ________ are considered expert informal sources of information.
A) Salespeople
B) Consumer Reports
C) Opinion leaders
D) Spokespeople
E) Buzz agents
Q3) ________ are persistent critics of marketers who initiate bad publicity online.
A) Salespeople
B) Avid consumers
C) Righteous consumers
D) Determined detractors
E) Market mavens
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: The Family and Its Social Class Standing
Available Study Resources on Quizplus for this Chatper
105 Verified Questions
105 Flashcards
Source URL: https://quizplus.com/quiz/37682
Sample Questions
Q1) In the SMITH MINI CASE,which of the following is most likely to describe Nathan?
A) Nathan uses his credit card as a convenient substitute for cash.
B) Nathan perceives himself to be empowered in the sense that he can achieve whatever he sets his mind to.
C) Nathan saves money primarily in the interest of safety and security.
D) Nathan is likely to attend the theater and concerts.
E) Nathan prefers to spend his leisure time on cerebral activities, like reading or visiting museums.
Q2) Shared shopping experiences give children the opportunity to acquire in-store shopping skills.
A)True
B)False
Q3) Conspicuous possessions serve as markers or indicators of one's own status and the status of others.
A)True
B)False
Q4) Why do marketers target affluent households? If affluent households are such great targets,why not target them exclusively?
Q5) What does the term "intergenerational brand transfer" mean?
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: The Influence of Culture on Consumer Behavior
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/37683
Sample Questions
Q1) From a marketing standpoint,it is not the ritual that is important,but the ________.
A) result of the ritualistic behavior on society
B) outcome of the ritual
C) consistency of the ritual over time
D) artifacts that are associated with the performance of the ritual
E) the pervasiveness of the ritual in the society
Q2) In the WEDDING MINI CASE,the wedding is considered a ________.
A) custom
B) value
C) ritual
D) belief
E) culture
Q3) Americans' love affair with products that save time and effort,such as the microwave,are examples of the important core value of ________ in this culture.
A) progress
B) achievement and success
C) activity
D) efficiency and practicality
E) external conformity
To view all questions and flashcards with answers, click on the resource link above.
Page 13
Chapter 12: Subcultures and Consumer Behavior
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/37684
Sample Questions
Q1) The South and Midwest prefer white soft bread; the East and West coasts prefer firmer breads.This is an indication that marketers must recognize ________ subcultures.
A) demographic
B) geographic
C) racial
D) ethnic
E) nationality
Q2) Despite the various countries of origin of Hispanic Americans,this subcultural group can be considered as a single market based on ________.
A) age
B) nationality
C) geographic location
D) religion
E) language
Q3) Hispanic Americans are the most diverse ethnic group in the United States today.
A)True
B)False
Q4) What is the best way to reach the African American market?
Q5) How is the elderly market segmented?
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Cross-Cultural Consumer Behavior: an International Perspective
Available Study Resources on Quizplus for this Chatper
109 Verified Questions
109 Flashcards
Source URL: https://quizplus.com/quiz/37685
Sample Questions
Q1) Differences between consumers of different societies are known as ________.
A) cross-cultural interpretation
B) cross-cultural consumer research
C) cross-cultural analysis
D) cross-cultural differences
E) cross-cultural localization
Q2) In the CLOTHING MINI CASE,if U.S.consumers held positive perceptions of Outer Limits Outfitters because it is a Swiss company and the Swiss are known for having beautiful mountains and high quality goods,this would be an example of ________.
A) country of origin effects
B) localized strategy
C) glocal branding
D) cross-cultural analysis
E) consumer ethnocentricity
Q3) The smaller the similarity between nations,the more feasible it is to use relatively similar marketing strategies in each nation.
A)True
B)False
Q4) What is acculturation and how does it affect marketers?
Page 15
To view all questions and flashcards with answers, click on the resource link above.
Chapter 14: Consumers and the Diffusion of Innovations
Available Study Resources on Quizplus for this Chatper
109 Verified Questions
109 Flashcards
Source URL: https://quizplus.com/quiz/37686
Sample Questions
Q1) In the CAR MINI CASE,the overnight test-drive is especially popular with members of the ________ adopter category.
A) innovator
B) early adopter
C) early majority
D) late majority
E) laggard
Q2) At the end of the COPY MINI CASE,Ken has reached the ________ stage of the adoption process.
A) awareness
B) interest
C) evaluation
D) trial
E) adoption/rejection
Q3) What is the marketing significance of rate of adoption? How can a slower rate of adoption be beneficial to the marketer?
Q4) Define and give examples of the five product characteristics that influence the diffusion of innovation.
Q5) Define and give examples of the four types of definitions of innovations.
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: Consumer Decision Making and Beyond
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/37687
Sample Questions
Q1) It is essential that a product be part of a consumer's evoked set if it is to be considered at all.
A)True
B)False
Q2) Friends,neighbors,coworkers,and salespeople are considered ________ prepurchase information sources.
A) impersonal
B) evoked
C) independent
D) network
E) personal
Q3) The principal limitation of the ________ is that it fails to recognize that the consumer plays an equal,if not dominant,role in many buying situations,seeking information about product alternatives and selecting the product that appears to offer the greatest satisfaction.
A) economic consumer model
B) passive consumer model
C) cognitive consumer model
D) emotional consumer model
E) routinized consumer model
To view all questions and flashcards with answers, click on the resource link above. Page 17
Chapter 16: Marketing Ethics and Social Responsibility
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/37688
Sample Questions
Q1) With regard to assortment structure,________ is/are relevant for mixed assortments in bowls,buffets,potlucks,or dinner table settings.It may also be relevant in retail contexts.
A) assortment size
B) assortment symmetry
C) perceived variety
D) organization
E) consumption rules
Q2) The FTC holds marketers responsible for determining their ads' potential to mislead consumers.
A)True
B)False
Q3) As a result of the increasing criticism directed at product placements as a form of masked advertising,companies are forecast to steadily decrease expenditures on branded entertainment.
A)True B)False
Q4) Objectionable ads always arise from the negative intentions of marketers.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 18