Brand Management
Exam Practice Tests
Course Introduction
Brand Management explores the strategic importance of brands in todays competitive marketplace and examines how effective brand strategies can create long-term value for organizations. The course covers key topics such as brand equity, positioning, brand identity, brand architecture, and brand extension. Through case studies and practical projects, students will learn methods for building, measuring, and managing brands, as well as how to address challenges related to brand relaunches, co-branding, and global branding. Emphasis is placed on understanding consumer perceptions, leveraging digital channels for brand communication, and developing tactics to sustain brand loyalty over time.
Recommended Textbook
Marketing 4th Edition by Dhruv Grewal
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2626 Flashcards
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Chapter 1: Overview of Marketing
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Q1) Many U.S.companies first discovered marketing during the __________ era.
A) production-oriented
B) sales-oriented
C) market-oriented
D) value-based marketing
E) retailing-oriented
Answer: C
Q2) Traditionally,marketing activities have been divided into product,price,place,and promotion.Select the term that best describes the four Ps.
A) Marketing mix
B) Marketing channel
C) Marketing plan
D) Marketing era
E) Marketing implementation
Answer: A
Q3) Entrereneurial companies are unable to control their marketing mixes.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) As the text explains,Nike,the prominent athletic shoe manufacturer,relies heavily on athlete sponsorships to build demand for its products.Spectators at major sporting events--both those attending in person and those watching at home--frequently see the Nike "swoosh" logo worn by elite athletes.Given the vast worldwide audience for Olympics broadcasts,an Olympic year gives Nike increased exposure.On a Nike situation analysis in an Olympic year,would you consider this exposure to be a strength or an opportunity? Explain your reasoning; be specific.
Answer: A reasonable argument can be made for this being a strength or an opportunity,so this is about the rationale offered.This could be viewed as a strength in that Nike's logo is ubiquitous and well-recognized,and customers in Nike's target markets will be reminded of the many sports for which Nike offers shoes and apparel.It could also be viewed as an opportunity to strengthen Nike's position overseas (due to international viewership)and to increase awareness of the breadth of Nike's products (due to increased viewership of niche sports that ordinarily don't get much attention).
Q2) When using STP,what types of opportunities provide the greatest potential success? Answer: Opportunities that build on a firm's strengths relative to those of their competitors.
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Page 4
Chapter 3: Social and Mobile Marketing
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Sample Questions
Q1) Ask.com is a website that invites site users to ask questions to be answered by other users.Questions cover a wide range of topics,from "How do I get rid of blemishes overnight?" to "What does the Federal Reserve do when it wants to increase the quantity of money in circulation?" Site visitors rate the various answers provided,and answers are displayed according to their ratings.Which segment of social networking users would be most likely to enjoy answering questions on Ask.com?
A) Bonders
B) Creators
C) Listeners
D) Professionals
E) Sharers
Answer: E
Q2) Firms should not attempt to educate customers about products and services using social media,since customers are busy interacting with friends and will reject attempts to educate them.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Marketing Ethics
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Sample Questions
Q1) A survey of marketing officers reported that the most frequently observed type of unethical behavior was false or misleading advertising.
A)True
B)False
Q2) Many corporations are shifting from defined benefit to defined contribution retirement programs.When considering changes to retirement programs,the primary stakeholders are the A) shareholders.
B) employees.
C) customers.
D) marketing managers.
E) competition.
Q3) The process of creating a strong ethical business climate begins with the front-line employees who interact directly with customers.
A)True
B)False
Q4) Why are marketers often singled out among business disciplines as the "root cause" of consumers' ethical concerns?
Q5) What types of unethical behavior are most frequently encountered in marketing?
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Chapter 5: Analyzing the Marketing Environment
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Sample Questions
Q1) The center of all marketing efforts is
A) profits.
B) the consumer.
C) corporate social responsibility.
D) top management.
E) the firm.
Q2) The Mayo Clinic in Minnesota is known for top-quality medical care.For decades,even presidents and dictators from around the world flew to the Mayo Clinic to utilize its services.The Mayo Clinic used its reputation to create additional medical facilities in Jacksonville,Florida,and elsewhere.This is an example of a firm focusing its efforts on satisfying customer needs that
A) are easiest to satisfy.
B) provide minimal core value.
C) are important to all generational cohorts.
D) competitors have tried and failed to satisfy.
E) match its core competencies.
Q3) At almost every major university,some group on campus pressures the university to become more "green." What does this mean? What does it usually involve? Why would a university want to become greener?
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Page 7
Chapter 6: Consumer Behavior
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Sample Questions
Q1) When Brandon decided he needed a new car,he immediately called his old college roommate who owns a BMW dealership to ask questions about options and financing.Brandon was searching for information from A) an external source.
B) an internal locus of control.
C) a decision rule.
D) an internal source.
E) a situational factor group.
Q2) After purchasing an expensive pair of shoes,you may question whether or not the shoes are any better than the less expensive shoes you could have purchased instead.This is an example of postpurchase cognitive dissonance.
A)True
B)False
Q3) Marketers frequently design customer relationship management programs to A) retain loyal customers.
B) attract consumers who have safety needs.
C) reinforce postpurchase cognitive dissonance.
D) increase internal information search.
E) improve profit margins.
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Page 8
Chapter 7: Business-To-Business Marketing
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Sample Questions
Q1) For B2B salespeople,usually the easiest sale is a(n)__________ situation.
A) adapted buy
B) new buy
C) modified rebuy
D) straight rebuy
E) generic buy
Q2) In which buying situation is the buyer most likely to proceed through all six steps in the buying process?
A) New buy
B) Modified rebuy
C) Straight rebuy
D) Generic buy
E) Adapted buy
Q3) Jackson owns a bike rental business at a resort destination.He is trying to decide how many new bikes to purchase for next season.What will demand for his service depend on?
Q4) When Fulton University built its first dormitories,it hired a consulting engineer to advise the university in choosing an architectural firm and contractor.For Fulton University,building its first dormitories represented what kind of buying situation?
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Chapter 8: Global Marketing
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Sample Questions
Q1) Brands can be extremely valuable domestically,but international use can be challenging.Companies can help to overcome language difficulties in using brands by
A) keeping the brand name the same in all languages,regardless of meanings,as long as the brand logo and symbol are displayed prominently.
B) avoiding the use of the brand name in advertising and focusing on feature and benefits.
C) translating advertising copy for the entire ad except the brand name.
D) developing brand names that are meaningless in known languages.
E) adhering to the UN Convention on Naming Rights.
Q2) The components of global market assessment include all of the following EXCEPT A) sensory analysis.
B) infrastructure and technology analysis.
C) analysis of government actions.
D) sociocultural analysis.
E) economic analysis.
Q3) There are many arguments and reasons for adapting communications strategies in international markets.What are some reasons for adopting a single,global communications strategy?
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Chapter 9: Segmentation,Targeting,and Positioning
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Sample Questions
Q1) Golden Years Vitamin Corporation targets consumers living in Florida who are over 65.Golden Years is using __________ segmentation.
A) benefit
B) self-actualization
C) psychographic
D) loyalty
E) geodemographic
Q2) When deciding how to promote his new medical oncology center,Dr.Jones decided that he did not need to throw a large grand opening reception.Instead,he promoted the center to the internal medicine doctors in the area,who were the doctors most likely to refer patients to the center.Dr.Jones was engaged in a concentrated targeting strategy.
A)True
B)False
Q3) Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the question,"Are there enough employees in the government center to justify targeting the center for lunch delivery service?"
Q4) Write a value proposition for your favorite restaurant.
Q5) How have airline companies implemented loyalty segmentation?
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Chapter 10: Marketing Research
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Sample Questions
Q1) Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual,detailed level?
A) Focus groups
B) Surveys
C) Social media monitoring
D) Primary data mining
E) In-depth interviews
Q2) Political consultants have been using market research for decades to help their candidates understand
A) who makes up the voting public and how to reach them.
B) what ethical lapses they can get away with.
C) which consumers spend the most money.
D) how large their campaign signs should be.
E) how to buy the votes they need.
Q3) Before conducting market research,the first question to ask is "What are we trying to learn?"
A)True
B)False
Q4) 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) Effective marketers recognize a label is much more than just a sticker on a package.What can a label do for a marketer?
Q2) For many years,General Electric had a corporate strategy of being among the top three firms in any market in which it operated; if it could not achieve a top-three position,it would exit the market.This strategy often resulted in the company __________ when certain product lines failed to meet this expectation.
A) increasing product line depth
B) decreasing product line depth
C) decreasing product mix breadth
D) increasing product mix breadth
E) introducing brand extensions
Q3) What are consumers likely to do if they perceive an inexpensive brand to have about the same quality as a premium brand?
Q4) What is brand extension? Provide an example of brand extension you have encountered.
Q5) Almost every business wants brand loyal customers.Why?
Q6) What is the advantage of a corporate or family brand? Provide an example of one.
Q7) Why would a huge retailer like Walmart carry national brand products?
Q8) Strong brands can reduce marketing costs.How do they accomplish that?
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Chapter 12: Developing New Products
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Sample Questions
Q1) The __________________ step in the product development process is critical,requiring tremendous resources and extensive coordination of all aspects of the marketing mix.
A) pretesting
B) product launch
C) post-testing
D) product development
E) evaluation of results
Q2) Early personal computer users remember the cumbersome,user-unfriendly "DOS" system.When Apple introduced System 1 and Microsoft introduced Windows,both of which were much easier to use,these new products diffused rapidly because of their A) relative advantage.
B) compatibility.
C) observability.
D) complexity.
E) trialability.
Q3) Define and describe the product life cycle stage in which laggards begin to purchase products.
Q4) Why do many biotechnology firms license their new products?
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Chapter 13: Services: The Intangible Product
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Sample Questions
Q1) Listening to the customer is the first step in service recovery.
A)True
B)False
Q2) Effective service recovery entails all of the following EXCEPT
A) listening to the customer.
B) estimating the damage.
C) providing a fair solution.
D) resolving the problem quickly.
E) all of these are effective service recovery techniques.
Q3) In training service providers,service quality goals should be general to allow for the various needs of consumers.
A)True
B)False
Q4) Empowerment becomes more important when the service is
A) institutionalized.
B) repetitive.
C) individualized.
D) routine.
E) standardized.
Q5) What are the potential gaps in the Gaps Model? What is it designed to do?
Page 15
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Chapter 14: Pricing Concepts for Establishing Value
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Sample Questions
Q1) When working on pricing,the marketer must carefully consider the objectives of other channel members to ensure
A) everyone makes as much profit as possible.
B) the manufacturer remains in control of the marketing channel.
C) pricing is consistently handled by all participants in the channel.
D) "image" does not get in the way of effective pricing.
E) the customer is in the mix.
Q2) What does "price is the overall sacrifice a consumer makes to acquire a product" mean?
Q3) Gerhard explains the concept of break-even analysis to his father who owns a daycare center and needs to decide how many children he needs to take in.Gerhard's father grimaces,saying,that break-even analysis is too simplistic and won't work for him.What specific limitations associated with break-even analysis will Gerhard's father probably point out?
Q4) Which of the following is NOT one of the Five Cs of pricing?
A) Customers.
B) Channel members.
C) Cost.
D) Collaboration.
E) Company objectives.
Page 16
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Chapter 15: Strategic Pricing Methods
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Sample Questions
Q1) __________ is the practice of colluding with other firms to control prices.
A) Competitive favoritism
B) Industry tightening
C) Monopolistic competition
D) Price fixing
E) Regressive pricing
Q2) Jill knows her wholesaler will give an additional 20 percent off if she orders more than 100 new swimsuits at a time for her store.The wholesaler is using a __________ pricing tactic.
A) uniformed delivered pricing subsidy
B) seasonal slotting allowance
C) cumulative quantity discount
D) horizontal fixed wholesale price discount
E) noncumulative quantity discount
Q3) John Deere farming equipment has been around for over a century and is known for its durability.Its equipment is usually priced higher than competitors' offerings.What type of value-based pricing method would be appropriate for John Deere,and why?
Q4) What is the advantage to a business of price bundling? What is the advantage to a consumer?
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Chapter 16: Supply Chain and Channel Management
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Sample Questions
Q1) Manufacturers use wholesalers and retailers because A) they have no other choice.
B) they do not cost much.
C) they create value for customers through convenience and cost savings.
D) wholesalers control retailers.
E) most manufacturers are not familiar with logistics.
Q2) TT TOYS manufactures toys.The company recently started buying paint for its toys from a Chinese firm.This Chinese company is part of TT Toys' A) supply chain.
B) corporate vertical marketing system.
C) distribution center.
D) CFPR.
E) voluntary chain.
Q3) 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.
Q4) JIT systems require a strong commitment by each party.What does this include?
Q5) If your company is asked to ship its products to a cross-docking distribution center,what will you need to do to the merchandise in each package?
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Chapter 17: Retailing and Multichannel Marketing
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Sample Questions
Q1) It is primarily the retailer's responsibility to make sure customers' expectations are fulfilled.
A)True
B)False
Q2) Violet is converting an empty warehouse into an upscale designer clothing store.What recommendations regarding promotion and the overall retail environment would you make to Violet?
Q3) Belinda is opening an upscale outdoor cooking equipment store.If she wants to differentiate her store from competitors based on product offerings,what will she likely need to do?
Q4) 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.
Q5) How can the size of a company affect the choice of marketing channels?
Q6) How has the relationship between manufacturers and retailers changed?
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Chapter 18: Integrated Marketing Communications
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Sample Questions
Q1) Naomi is IMC manager for a chain of regional income tax service providers.Franchisees pay a percentage of their revenue to an IMC account allocated to her.As she establishes the short-term goals for her firm's IMC efforts,her goals are likely to include
A) expanding customer loyalty by closing the feedback loop.
B) increasing market share,sales,and customer loyalty.
C) increasing inquiries,awareness,and trial of her firm's services.
D) shifting customers to rule-of-thumb budgeting.
E) increasing the lagged effect.
Q2) In the IMC communication process,the _____________________ is the person who reads,hears,or sees and processes the message being communicated.
A) medium
B) sender
C) transmitter
D) communication channel
E) receiver
Q3) What are the individual elements of integrated marketing communications,and how does each contribute to an IMC campaign?
Q4) What is the major advantage of direct marketing over advertising?
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Chapter 19: Advertising,public Relations,and Sales Promotions
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Sample Questions
Q1) For consumer products like toothpaste and groceries,things consumers purchase throughout the year,most advertisers would use a _____________ advertising schedule.
A) continuous
B) flighting
C) pulsing
D) penetrating
E) purposeful
Q2) The additional sales that can be attributed to an advertising campaign are known as
A) payload.
B) impact.
C) lift.
D) the campaign increment.
E) return on advertising.
Q3) Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or premium.
A)True
B)False
Page 21
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Chapter 20: Personal Selling and Sales Management
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Sample Questions
Q1) Tara made sure that her customers felt comfortable contacting her when they needed something,and she focused on the long term in her dealings with them.Tara is a ________-oriented salesperson.
A) needs
B) relationship
C) sales
D) profit
E) rewards
Q2) Which of the following best describes a company sales force?
A) A company sales force is composed of people who are employees of the selling company.
B) A company sales force is made up of teams making cold calls.
C) A company sales force is a team set up to sell products to companies.
D) A company sales force is an organization that supplies sales reps to other companies.
E) A company sales force is composed of people both inside and outside the organization.
Q3) Merl,an architect,made his presentation to the potential customer and handled objections.What does Merl need to do next,and why is this stage so stressful?
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