Brand Management
Exam Materials
Course Introduction
Brand Management explores the strategic importance of brands in contemporary markets, focusing on the creation, development, and maintenance of strong brand identities. The course covers key concepts such as brand equity, positioning, and value, while examining branding strategies across different industries and channels. Students will learn how to analyze market data, assess consumer perceptions, and implement tactics to build and sustain competitive brands in global environments. Practical insights into rebranding, brand extension, and managing brand crises are included to equip students with the skills necessary for effective brand stewardship.
Recommended Textbook
Marketing Management 4th Edition by Russ Winer
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15 Chapters
1500 Verified Questions
1500 Flashcards
Source URL: https://quizplus.com/study-set/2056
Page 2
Chapter 1: Marketing and the Job of the Marketing Manager
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) A key feature of the marketing plan is that it is written.
A)True
B)False
Answer: True
Q2) Marketing plans should be written because:
A)it provides a concrete history of the product's strategies.
B)it is mandatory for a registered firm to have a written marketing plan.
C)it considers the external environment alone to make decisions.
D)written marketing plans can be distributed to all stakeholders.
Answer: A
Q3) During background assessment stage of a marketing plan,the manager analyzes the current competitive,customer,and category situation and determines how the firm's capabilities match these three external elements.
A)True
B)False
Answer: False
Q4) What is a marketing plan?
Answer: A marketing plan is a written document containing the guidelines for the product's marketing programs and allocations over the planning period.
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Chapter 2: A Strategic Marketing Framework
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) The general strategies in mature markets are similar to those in which other markets?
A)monopsony markets
B)growth markets
C)declining markets
D)established markets
Answer: B
Q2) Identify the correct statement about market development strategy.
A)It is less riskier than market penetration strategy.
B)It is usually implemented in markets where growth rate is slowing.
C)It persuades current customers to buy more products.
D)It is cheaper than implementation of market penetration strategy.
Answer: B
Q3) 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
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Chapter 3: Marketing Research
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Which of the following types of qualitative research elicits information related to how customers use products in everyday life?
A)phenomenological research
B)exploratory research
C)clinical research
D)scientific research
Answer: A
Q2) Which of the following statements is true regarding a convenience sample?
A)It is time consuming and is usually selected due to scientific reasons.
B)It is also known as random sample.
C)Some members of the population have a zero probability of being chosen.
D)In convenience sampling,the customers can self-select to return a survey.
Answer: C
Q3) One of the major functions of marketing research is monitoring current marketing programs.
A)True
B)False
Answer: True
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Chapter 4: Analyzing Consumer Behavior
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100 Flashcards
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Sample Questions
Q1) Which of the following analyses aims to group customers that differ from one another but show considerable similarity within the group?
A)product segmentation
B)SWOT analysis
C)market segmentation
D)perceptual map
Q2) ________ is a currently popular age-related type of segmentation used to develop profiles of each generation.
A)Factor analysis
B)Cohort analysis
C)SWOT analysis
D)Regression analysis
Q3) Factor analysis is a multiple regression statistical procedure.
A)True
B)False
Q4) It is of little use for marketing managers to use a survey designed in-house to better understand the customer base.
A)True
B)False
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Chapter 5: Organizational Buying Behavior
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99 Flashcards
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Sample Questions
Q1) After the need has been determined,the next step in the buying process is to determine the characteristics of the product or service needed as specifically as possible.
A)True
B)False
Q2) Usually in this stage of the buying process,benefits rather than specific product or service characteristics are stated.
A)determine the characteristics
B)establish specifications
C)search for and qualify potential suppliers
D)request proposals
Q3) The first step in the business-to-business purchase decision is:
A)need recognition.
B)establishment of specification.
C)source identification.
D)proposal evaluation.
Q4) List and briefly describe the differences between industrial or organizational buying and consumer purchasing behavior.
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Chapter 6: Market Structure and Competitor Analysis
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Sample Questions
Q1) A market structure analysis is used to better understand the:
A)competition.
B)customers.
C)employees.
D)social environment.
Q2) Because the key to success in business is obtaining and keeping customers,the most crucial form of competition is generally ________ competition,in which competition occurs for the same customers.
A)product form
B)product category
C)generic
D)budget
Q3) The central importance of game theory is best described by which of the following?
A)Game theory imposes disciplined thinking on managers.
B)Game theory is the best way of analyzing historical sales data.
C)Game theory is an inexpensive way of anticipating a competitor's future strategies.
D)Game theory is easy to learn.
Q4) List and briefly describe the four different levels of competition.
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Chapter 7: Product Decisions
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101 Flashcards
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Sample Questions
Q1) As high-tech products mature,the marketing strategies employed are very different from those for other products in the mature or decline stage of the life cycle.
A)True
B)False
Q2) Retail stores often make lower margins on private-label brands because of their lower prices.
A)True
B)False
Q3) In cases where the individual brand name is associated with the corporate brand name,it is known as:
A)ingredient brands.
B)corporate parent brands.
C)distinct product brands.
D)co-brands.
Q4) Ingredient branding is a special case of corporate parent branding. A)True B)False
Q5) Discuss how you would build strong brands over time.
Q6) Discuss briefly why customers value brands.
Page 9
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Chapter 8: New Product Development
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99 Flashcards
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Sample Questions
Q1) Presenting customers with a verbal or written statement of the product idea and then recording their reactions is the most common approach to:
A)idea screening.
B)brainstorming.
C)concept testing.
D)test marketing.
Q2) The ________ approach is usually implemented by asking customers to develop short phrases in their own words about the benefits and needs of a particular feature of a product,for example,car door.
A)classic linear
B)rugby
C)cost differential
D)voice-of-the-customer
Q3) When the rugby approach is used for new product development,the project teams usually consist of members with different functional specializations and personalities.
A)True
B)False
Q4) Discuss the three different approaches to new product development.
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Page 10
Chapter 9: Pricing
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) Purchasing a competitor's product and taking it apart,studying the cost of the components,and packaging describes the process of:
A)outsourcing.
B)reverse engineering.
C)insourcing.
D)horizontal integration.
Q2) With regard to price elasticity,if a product's price is low to the point where there is considerable value left for the customer (a good deal),an increase in price will:
A)decrease the market share of the product.
B)not have much impact.
C)decrease customer purchase.
D)increase brand equity.
Q3) High buyer power tends to ________ prices and high supplier power ________ the floor beneath which prices cannot be set.
A)inflate;raises
B)inflate;lowers
C)depress;raises
D)depress;lowers
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Chapter 10: Communications and Advertising Strategy
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100 Flashcards
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Sample Questions
Q1) Which of the following types of appeals focuses on the functional or practical aspects of the product and emphasize facts,learning,and persuasion?
A)social appeals
B)behavioral appeals
C)informational appeals
D)emotional appeals
Q2) The number of GRPs attained by a TV schedule is the product of the reach and the frequency.In this case,frequency is the number of times the commercial is aired.
A)True
B)False
Q3) Direct mail is an example of a personal channel of communication.
A)True
B)False
Q4) Which of the following statements is true regarding advertising?
A)Advertising has limited reach.
B)Advertising has high cost per customer.
C)Advertising is usually used to build sales in the long term.
D)Effectiveness of advertising can be evaluated easily.
Q5) Describe the major types of media and the advantages of each.
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Chapter 11: Sales Promotion
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100 Flashcards
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Sample Questions
Q1) For consumer-product companies that are the heaviest users of advertising and promotion,there has been a significant shift over time away from promotion toward media advertising.
A)True
B)False
Q2) Channel-originated promotion events are run by the channel itself,either to the next channel in the distribution chain or to final customers.
A)True
B)False
Q3) Payments made to store chains for placing a product on a shelf are known as:
A)off-invoice allowances.
B)slotting allowances.
C)rebates.
D)stocking allowances.
Q4) Distinguish between customer promotion,trade promotion,and channel-originated promotion.
Q5) Trade promotion is the smallest part of the advertising/promotion budget. A)True
B)False
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Chapter 12: Channels of Distribution
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Sample Questions
Q1) A middleman who buys from manufacturers and sells to retailers is known as facilitating agent.
A)True
B)False
Q2) 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.
Q3) When providing basic logistical services,the channel member is providing the function of:
A)marketing research.
B)physical distribution.
C)risk taking.
D)negotiation.
Q4) List and briefly describe the four major sources of channel conflict.
Q5) Channel members have significant bargaining power over the marketing manager when the channel has high switching costs.
A)True
B)False
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Chapter 13: Direct Channels of Distribution: Personal Selling and
Direct Marketing
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99 Flashcards
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Sample Questions
Q1) This activity involves a detailed examination of what happened during the call,"win--loss" reports on new business won or customers lost,any information picked up about competition such as their prices,and any other market intelligence.Identify this salesperson activity.
A)planning the sales call
B)filling out the call report
C)post-call analysis
D)communicating with the customer
Q2) Which of the following methods of determining the optimal sales force size is more difficult to implement because it is difficult to know what the "marginal" salesperson can generate in sales?
A)marginal breakdown method
B)marginal workload method
C)marginal economic method
D)marginal breakout method
Q3) Good selling skills can be taught.
A)True
B)False
Q4) List and briefly describe the three major methods used to estimate the size of a sales force.
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Chapter 14: Customer Relationship Management
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101 Flashcards
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Sample Questions
Q1) "If you do not satisfy the customer the first time,you may not get a second chance."
Identify this customer service principle.
A)great service is measured by customer satisfaction
B)service is the backbone of any business
C)compensation plans determine behavior
D)sales and service departments are complementary
Q2) Many companies view their CIFs as a key source of:
A)marketing strategy.
B)competitor analysis.
C)competitive advantage.
D)supplier analysis.
Q3) Lifetime customer value is often described as the:
A)cost of customers switching to another brand.
B)present value of a stream of revenue that can be produced by a customer.
C)cost of acquiring the customer.
D)cost of retaining the customer.
Q4) Customer satisfaction data is used by various companies for calculating senior executive bonuses.
A)True
B)False
Page 16
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Chapter 15: Special Topic: Strategies for Service Markets
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Sample Questions
Q1) ________ involves having customers visualize a concept of relationship by integrating two items in some mutual or reciprocal action.
A)Perceptual mapping
B)Market analysis
C)Interactive imagery
D)Conjoint analysis
Q2) ________ is the product for service companies.
A)Inbound logistics
B)Operations
C)Marketing
D)Sales
Q3) ________ is one of the most popular approaches to measuring service quality.
A)Chasm model
B)SERVQUAL
C)Conjoint analysis
D)Perceptual mapping
Q4) Low barriers to entry would result in decreased competition.
A)True
B)False
Q5) What is referred to as loss aversion?
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