Brand Management Exam Bank
Course Introduction
Brand Management explores the strategic importance of brands in today's competitive marketplace, examining how strong brands are built, managed, and leveraged to create value for organizations and customers alike. The course covers key concepts such as brand equity, positioning, brand identity, brand architecture, and brand extensions, while analyzing the roles of consumer perception and loyalty in brand success. Through a mix of theoretical frameworks and practical case studies, students develop the skills needed to create effective branding strategies, measure brand performance, and manage brand challenges across various industries.
Recommended Textbook
Marketing 6th Edition by Dhruv Grewal
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19 Chapters
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Page 2
Chapter 1: Overview of Marketing
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Sample Questions
Q1) A local art gallery keeps information on its customers regarding their preferences for certain artists as well as the style of art that interests them.The gallery uses this information to inform the customers when new products arrive from their favorite artists and targets them with special promotions.In this way,the gallery is using _______ to build loyalty among its customers.
A) value cocreation
B) customer relationship management
C) transactional marketing
D) B2B marketing
E) the supply chain
Answer: B
Q2) Janine was tired of her winter coat,so she sold it to her friend,Marissa.This is an example of ________ marketing.
A) B2B
B) B2C
C) C2B
D) C2C
E) BBC
Answer: D
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Page 3
Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) Imagine that you are in a convenience store choosing your favorite "comfort" food instead of being in a classroom taking this test.You might notice the packaging,colors,labels,even the fonts used on labels.All of these efforts are part of the marketer's
A) value-based promotions.
B) market segmentation.
C) positioning strategy.
D) customer excellence strategy.
E) target market.
Answer: C
Q2) For years,when considering new products,marketers at Celestial Seasonings asked themselves,"What would Stacy think?" Stacy was a fictional character representing 25to 50-year-old educated,upper-income women who rarely watched television but did a lot of reading."Stacy" represented Celestial's primary
A) mission statement.
B) positioning.
C) SBU.
D) target market segment.
E) sustainable competitive advantage.
Answer: D
4
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Chapter 4: Conscious Marketing,corporate Social Responsibility,and Ethics
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Sample Questions
Q1) Every year,General Mills issues a report discussing how the firm has performed against its own standards of conscious marketing.This report is part of General Mills's __________ phase of its strategic marketing planning process.
A) planning
B) implementation
C) control
D) evolution
E) marketing mix
Q2) Marketing ethics is concerned with distinguishing between right and wrong actions and decisions that arise in a business setting,according to broad and well-established moral and ethical principles that might arise in a business setting,and any special duties or obligations that apply to persons engaged in commerce.
A)True
B)False
Q3) Identify how a company might evaluate whether or not to support the United Way,a program that collects donations and distributes them to a wide range of charities.
Q4) List and describe the seven primary motivations for mobile app usage.
Q5) What forms of social media are good choices for "exciting" the customer?
Page 5
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Chapter 5: Analyzing the Marketing Environment
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Sample Questions
Q1) As the marketing manager of the ABC company,you understand that gender roles are not as clear as they were years ago.What factors do you consider in your promotion of the company's products to women?
Q2) From a firm's perspective,the biggest advantage of RFID is
A) it enables the firm to track an item from the moment it was manufactured. B) it tells the firm who is buying the product and how it is being used.
C) it provides demographic information on the consumer for marketing use.
D) it is less expensive to use than other forms of marketing research.
E) it eliminates the need for communicating with the supply chain.
Q3) Political candidates are notorious for appealing to the different beliefs and values of groups of potential voters in different areas of the country.These politicians are appealing to differences in A) popular culture.
B) regional culture.
C) demographics.
D) generational cohorts.
E) country culture.
Q4) In recent decades,how has income distribution changed in the United States?
Q5) Why are generational cohorts important to marketers?
Q6) Describe the buying power and characteristics of the Hispanic consumer.
Page 6
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Chapter 6: Consumer Behavior
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Sample Questions
Q1) Most big box retailers regularly move products from one aisle to another.They also put personal care products in the pharmacy area,many aisles away from the grocery products.They do this because consumers who spend more time walking through the store are likely to buy things they hadn't planned to buy,or make
A) impulse purchases.
B) limited problem-solving decisions.
C) extended problem-solving decisions.
D) ritual consumption purchases.
E) affective alternative decisions.
Q2) When Magda decided to buy a new computer,she considered all the brands she could recall seeing advertised.This represents Magda's __________ set.
A) universal
B) retrieval
C) evoked
D) deterministic
E) behavioral
Q3) What evaluative criteria would consumers be likely to use in choosing a family physician?
Q4) Why are attitudes important in consumer decision making?
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Chapter 7: Business-To-Business Marketing
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Sample Questions
Q1) At many universities,education faculty members were among the first to ask for personal computers.These faculty members were __________ in the buying center.
A) buyers
B) initiators
C) influencers
D) deciders
E) gatekeepers
Q2) How is vendor analysis different from a consumer's postpurchase evaluation?
Q3) Most B2B buying situations can be categorized into three categories: new buys,structured rebuys,and automatic rebuys.
A)True
B)False
Q4) A(n)__________ occurs when the purchasing agent orders additional units of products that have previously been purchased.
A) new buy
B) modified rebuy
C) straight rebuy
D) adapted buy
E) generic buy
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Chapter 8: Global Marketing
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Sample Questions
Q1) Russia lags behind most European countries in use of the Internet.
A)True
B)False
Q2) When shopping for a car you notice a significant price gap between domestic and imported cars,with the imported cars being much more expensive.This could be the result of
A) a tariff.
B) a boycott.
C) overseas consolidation.
D) globalization.
E) franchising.
Q3) What does purchasing power parity mean?
Q4) How is the retail landscape in India changing?
Q5) Globalization refers to the processes by which goods,services,capital,people,information,and ideas
A) are onshored and offshored.
B) flow across national borders.
C) are integrated through IMF facilitation.
D) are similar in various markets.
E) affect corporate culture.
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Chapter 9: Segmentation,targeting,and Positioning
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Sample Questions
Q1) If values provide an end goal,and self-concept is the way one sees oneself in the context of that goal,lifestyles are
A) visual images of how we should live our lives.
B) our underlying motivations.
C) how we live our lives to achieve our goals.
D) motivations turned into perceptual maps.
E) determined by demographics.
Q2) Develop a lifestyle segmentation scheme for students at your university,and label and describe three segments.You can think of this as developing your own version of the VALS tool,but specifically for college students.
Q3) Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is A) substantial.
B) responsive.
C) profitable.
D) reachable.
E) identifiable.
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Chapter 10: Marketing Research
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Sample Questions
Q1) Which of the following types of research would be considered quantitative research?
A) experimental research
B) observational research
C) focus group research
D) social media monitoring
E) in-depth interviews
Q2) What kinds of internal information might be of value to a marketing researcher?
Q3) A marketing research project often begins with a review of the relevant __________ data.
A) primary
B) secondary
C) quantitative
D) unfocused
E) structured
Q4) Donald is analyzing and interpreting data.In the process,he is converting data into information.
A)True
B)False
Q5) What are some of the problems with using secondary data?
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Chapter 11: Product,branding,and Packaging Decisions
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Sample Questions
Q1) Relatively few consumers like to go to the dentist.Dental insurance plans that pay for regular checkups increase the __________ of dental care by reducing the cost to the consumer.
A) perceived value
B) brand awareness
C) brand loyalty
D) generic positioning
E) brand extension
Q2) Returnable packaging,use of 3D printing,and flexible packaging are examples of A) recycled packaging.
B) environmental packaging.
C) responsible packaging.
D) sustainable packaging.
E) green packaging.
Q3) Distinguish between primary and secondary packaging.
Q4) Jenny traded in her old car for her heart's desire,a new Lexus sedan.The Lexus is considered a specialty product.
A)True
B)False
Q5) What are some of the benefits provided by product labels?
Page 12
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Chapter 12: Developing New Products
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Q1) Eric is a sales rep for an established building materials manufacturer.Business is good,but he is concerned that the company has spent little on new product development and has not created a new product in over five years.Without new products,Eric can market his current products only to his current customers or A) diversify.
B) intensify his prototyping.
C) expand his early adopter market segment.
D) market the same products to similar customers.
E) focus on concept testing.
Q2) Robin recently bought Voice over Internet Protocol (VoIP)phone service.A few of Robin's friends bought VoIP before she did,but many other friends were interested in Robin's opinions of the new phone service.Robin is a(n)__________ in this product category.
A) innovator
B) laggard
C) late majority adopter
D) early majority adopter
E) early adopter
Q3) What is the difference between an innovator and an early adopter?
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Page 13
Chapter 13: Services: the Intangible Product
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Q1) When Marcia booked a room at the Pleasant Valley Hotel,she expected that her room would be ready when she got there,the swimming pool would be heated,the advertised singer would be able to sing,and the breakfast would be fresh.When she arrived,she had to wait for her room,found the swimming pool to be 50 degrees,realized the singer could not carry a tune,and the free continental breakfast was stale.The Pleasant Valley Hotel was experiencing a severe ___________ gap.
A) communications
B) knowledge
C) standards
D) delivery
E) expectations
Q2) A delivery gap always results in a service failure.
A)True
B)False
Q3) The marketing of services differs from the marketing of products because services are tangible and separable from the service provider.
A)True
B)False
Q4) How do airlines and movie theaters overcome the perishability of their services?
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Chapter 14: Pricing Concepts for Establishing Value
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Q1) Barry customizes Harley-Davidson motorcycles.No two cycles are alike.He notices that very few customers even ask the price of his motorcycles before they decide to purchase them.Demand for his motorcycles is probably
A) price sensitive.
B) price elastic.
C) price inelastic.
D) income elastic.
E) cross-price elastic.
Q2) Many years ago Honda's Accord and Ford's Taurus were the two top-selling cars in the United States.As the year was coming to an end,Ford cut the price of the Taurus,hoping to outsell the Accord and allow Ford to claim that "Taurus is the best-selling car in America." Ford was using a _______ pricing strategy.
A) maximizing profits
B) target profit
C) sales orientation
D) status quo
E) target return
Q3) Explain how the demand curve works,and how it benefits a firm.
Q4) Why are price wars more common in oligopolies than in pure competition markets?
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Chapter 15: Supply Chain and Channel Management
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Q1) When Greenbelt Construction Company began building houses in a large subdivision with many other builders,the company priced its homes slightly higher than its competitors and promoted the added quality features found in Greenbelt's homes.Greenbelt was using a(n)_______ pricing strategy.
A) competition-based
B) value-based
C) improvement-based
D) premium
E) reference-based
Q2) What is predatory pricing? What federal acts make it illegal? How are consumers hurt by predatory pricing?
Q3) A noncumulative quantity discount usually involves several transactions.
A)True
B)False
Q4) Everyday low pricing (EDLP)provides value to consumers by A) continually offering items on sale.
B) minimizing the number of options a consumer can evaluate.
C) offering noncumulative quantity discounts.
D) reducing their search costs.
E) creative use of reference pricing.
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Chapter 16: Supply Chain and Channel Management
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Sample Questions
Q1) Especially in the fashion industry where styles and trends change rapidly,a quick response system can
A) allow retailers to better forecast long-term demand.
B) reduce logistical overlay.
C) increase cross-docking promotional effectiveness.
D) align deliveries more closely with actual sales.
E) allow manufacturers to introduce unpopular styles and still be successful.
Q2) Explain the difference between an indirect and a direct marketing channel.
Q3) In a(n)__________ marketing channel,none of the participants have any control over the others.
A) cooperative
B) corporate
C) contractual
D) administered
E) conventional
Q4) As the text states,"Students of marketing often overlook or underestimate the importance of place in the marketing mix." Why? Create an example to describe how place is important to consumers.
Q5) What are the main challenges in managing a supply chain?
Q6) What is the difference between a distribution center and a fulfillment center?
Page 17
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Chapter 17: Retailing and Omnichannel Marketing
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Sample Questions
Q1) Carol's Studio,located in a shopping mall,offers Zumba dance classes for all ages.Carol's Studio is known as a(n)
A) service retailer.
B) category specialist.
C) specialty store.
D) outlet studio.
E) small-box specialist.
Q2) Category specialists are also known as category killers.
A)True
B)False
Q3) What is unique about drugstores as a general merchandise retailer? What competitive pressures could limit growth in sales and profits?
Q4) Convenience stores are said to be the modern version of the mom-and-pop grocery or general stores.Those mom-and-pop stores are no longer around.If convenience stores want to thrive,what must they do to provide value to customers?
Q5) From the consumer's perspective,what is the major drawback associated with off-price retailers?
Q6) How can the size of a company affect the choice of marketing channels?
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Chapter 18: Integrated Marketing Communications
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Sample Questions
Q1) Each element of an integrated marketing communication (IMC)strategy must have a well-defined purpose and support,and extend the message delivered by all the other elements.
A)True
B)False
Q2) In the IMC communication process,the __________ is the medium that carries the message.
A) feedback loop
B) sender
C) transmitter
D) communication channel
E) receiver
Q3) Tom asks you how to measure gross rating points and how to compare results from various media.How would you respond?
Q4) It may take several exposures to marketing communications before consumers are moved to buy.
A)True
B)False
Q5) What is another name for the AIDA model? Correlate this term to the AIDA steps.
Page 19
Q6) Why should a marketer try to measure the success of a communications effort?
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Chapter 19: Advertising,public Relations,and Sales
Promotions
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Q1) Florida Heat Pump Manufacturing Company is offering a free,all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least 20 units this year.Florida Heat Pump is using a __________ promotional strategy.
A) pull
B) puffery
C) publicity
D) push
E) post-testing
Q2) In the early stages of an ad campaign,the objectives are established.To determine if those objectives have been met,the marketer will
A) posttest.
B) conduct feedback analysis.
C) initiate content analysis.
D) pretest.
E) arrange for peer analysis.
Q3) Create three one-sentence advertising messages for the nearest fast-food restaurant: one that is informative,one that is persuasive,and one that is a reminder ad.
Q4) Which of the two types of appeals does each of these ads represent?
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Chapter 20: Personal Selling and Sales Management
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Q1) Geraldine is in NEC's sales training program.She will probably be taught that all a salesperson needs to do is ask questions.
A)True
B)False
Q2) How can sales representatives save time for customers?
Q3) Thanh is starting a career in selling,but he eventually wants to become a senior manager.A selling career may help Thanh achieve that goal by providing
A) structure.
B) scheduling flexibility.
C) job security.
D) income.
E) visibility to management.
Q4) Potential customers are called marks.
A)True
B)False
Q5) The first step in the personal selling process is the preapproach.
A)True
B)False
Q6) What is the difference between an order getter and an order taker?
Page 21
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