Brand Management Exam Preparation Guide
Course Introduction
Brand Management focuses on the strategies and practices involved in building, developing, and sustaining strong brands in competitive markets. The course explores key concepts such as brand equity, positioning, brand identity, and value creation, while examining case studies of successful brands. Students will learn how to craft effective branding strategies, manage brand portfolios, and leverage digital media to enhance brand presence. Emphasis is placed on understanding consumer perceptions, emotional connections, and the impact of branding on organizational success across various industries.
Recommended Textbook
CB 2nd Canadian Edition by Murray Babin
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2117 Verified Questions
2117 Flashcards
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Chapter 1: What Is CB, and Why Should I Care?
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) What term refers to the physical parts of a product?
A) benefits
B) elements
C) attributes
D) components
Answer: C
Q2) Cognitive psychology is helpful in understanding how consumers process information from marketing communications such as advertisements.
A)True
B)False Answer: True
Q3) Costs involve more than just the price of the product.
A)True
B)False Answer: True
Q4) Data generated from qualitative research are considered "researcher-dependent."
A)True
B)False Answer: True
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Chapter 2: Value and the Consumer Behaviour Value Framework
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) Explain why marketing plays an important strategic role in an organization and describe where marketing strategy fits in the bigger organization.
Answer: One way that a company can enhance the chance of long-term survival is to have an effective marketing strategy. That is because, in a business environment, a marketing strategy is the way a company goes about creating value for customers. Strategies exist at several different levels. Corporate strategy deals with how the firm will be defined and sets general goals. Marketing strategy then follows.
Q2) Over which factor depicted in the Consumer Value Framework does the marketer have the most control?
A) motivation
B) atmospherics
C) social class
D) lifestyles
Answer: B
Q3) Both consumers and marketers enter exchanges seeking value.
A)True
B)False
Answer: True
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Chapter 3: Consumer Learning Starts Here: Perception
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135 Verified Questions
135 Flashcards
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Sample Questions
Q1) Comprehension is the consumer's attempt to derive meaning from information received.
A)True
B)False
Answer: True
Q2) A group of people were asked to read a magazine for 20 minutes while a television was on in a distant corner of the room. On the television was a series of 10 commercials that repeated every five minutes. A week after this happened the same group was asked a series of questions that consisted of picking one product or another. The results of this experiment were that the products that were shown in the commercials were chosen more often than not. What does this example demonstrate?
A) product placement effect
B) just meaningful difference
C) mere exposure effect
D) selective distinction
Answer: C
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Chapter 4: Comprehension, Memory, and Cognitive Learning
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140 Verified Questions
140 Flashcards
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Sample Questions
Q1) An exemplar is a concept within a schema that is the single best representative of some category.
A)True
B)False
Q2) Priming theory hypothesizes that the way in which information is framed differentially affects risk assessments and any associated consumer decisions.
A)True
B)False
Q3) Imperative knowledge refers to cognitive components that represent facts.
A)True
B)False
Q4) Which statement best describes workbench memory?
A) Unlike sensory memory, workbench memory has unlimited capacity.
B) Benchmark memory has unlimited duration.
C) Information is retrieved from workbench memory.
D) Workbench memory expands when a consumer is more involved.
Q5) Comprehension involves both cognitive and affective elements.
A)True B)False
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Chapter 5: Motivation and Emotion: Driving Consumer Behaviour
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) A consumer eats a whole pint of Ben and Jerry's Chunky Monkey ice cream and later feels guilty and ashamed of herself. What is this consumer experiencing?
A) emotional contagion
B) emotional labour
C) self-conscious emotions
D) autonomic emotions
Q2) Marty doesn't like to shop, so he decided he wanted to get all of his Christmas shopping done in one trip to the mall on a Saturday afternoon. Which type of cognitive appraisal does Marty use when he evaluates whether or not he achieved his goal of accomplishing this task?
A) anticipation
B) outcomes
C) completion
D) results
Q3) Compare and contrast the different types of involvement.
Q4) Explain how motivation drives human behaviour and describe the two key groups of behaviours around which human motivations are oriented.
Q5) Describe Maslow's hierarchy of needs and give an example of each type of need.
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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145 Verified Questions
145 Flashcards
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Sample Questions
Q1) Bob plays videogames all the time. He's not satisfied until he "beats" his online buddies in a game. This behaviour implies that Bob is high on which trait?
A) compulsiveness
B) materialism
C) competitiveness
D) need for cognition
Q2) The id in the psychoanalytic approach to personality focuses on pleasure-seeking and immediate gratification.
A)True
B)False
Q3) Lifestyles are completely determined by personality.
A)True
B)False
Q4) Which principle motivates a person to focus on maximizing pleasure and minimizing pain?
A) reality
B) fantasy
C) hedonic
D) pleasure
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Chapter 7: Attitudes and Attitude Change
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140 Verified Questions
140 Flashcards
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Sample Questions
Q1) Which of the following is NOT an attitude change theory?
A) psychographics model
B) elaboration likelihood model
C) schema-based affect approach
D) balance theory approach
Q2) Which of the following is NOT an attitude change theory?
A) ATO approach
B) schema-based affect approach
C) balance theory approach
D) congruency theory approach
Q3) The utilitarian function of attitudes works as a defence mechanism for consumers.
A)True
B)False
Q4) The basic premise of balance theory is that consumers are motivated to maintain perceived consistency in the relations found in mental systems.
A)True
B)False
Q5) Explain social judgment theory and its implications for influencing consumers' attitudes.
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Chapter 8: Consumer Culture
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118 Verified Questions
118 Flashcards
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Sample Questions
Q1) Power distance is the extent to which authority and privilege are divided among different groups within society and the extent to which these facts of life are accepted by the people within the society.
A)True
B)False
Q2) Most children learn how to behave in various situations by being rewarded for proper behaviour and corrected or punished for improper behaviour. Through rewards and punishments, children learn that while some behaviour is appropriate in one setting, such as screaming and laughing loudly on a playground, it is inappropriate for others, such as in church. Which term refers to this process of adapting to a culture through a series of rewards and sanctions?
A) shaping
B) stepping
C) posturing
D) modelling
Q3) As the emerging economies of the world advance, so too will the cost of doing business in those countries.
A)True
B)False
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Page 10
Chapter 9: Microcultures
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) Where are declining birth rates having an impact on consumer behaviour?
A) India
B) United States
C) Bangladesh
D) Nigeria
Q2) How does the PRIZM C2 Database segment consumers?
A) by demography
B) by geography
C) by psychography
D) by all of the above
Q3) What are the two most recognizable determinants of social class?
A) age and gender
B) marital status and occupation
C) income and occupation
D) education and age
Q4) Which of the following 12 "tribes" has fear as one of their key values?
A) Aimless Dependents
B) Social Hedonists
C) Cosmopolitan Modernists
D) Thrill Seeking Materialists
Page 11
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Chapter 10: Group and Interpersonal Influence
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154 Verified Questions
154 Flashcards
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Sample Questions
Q1) Which measure do consumers who are concerned about how other people react to their behaviour score highly on?
A) consumer ethnocentrism
B) attention to social comparison information
C) susceptibility to marketing persuasion
D) connectedness
Q2) Advertisers are quite fond of the popular online business networking site LinkedIn because of its ability to help them find "influential" within the LinkedIn community who are most likely to go out and spread the word about a particular product or experience. What are these influential people known as?
A) product adopters
B) opinion leaders
C) surrogate consumers
D) market mavens
Q3) Which of the following is NOT a quality of group membership?
A) Group members share common goals and interests.
B) Group members share a set of expectations, rules, and roles.
C) Group members communicate with, and influence, one another.
D) Group members expect others to show deference to them.
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Page 12
Chapter 11: Consumers in Situations
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126 Verified Questions
126 Flashcards
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Sample Questions
Q1) Discuss the different ways that time affects consumer behaviour. How do marketers help consumers manage these temporal factors?
Q2) Compulsive consumer behaviour is harmful.
A)True
B)False
Q3) Around which quality does Walmart position itself when it claims it is the low-price leader?
A) legitimate
B) verifiable
C) functional
D) affective
Q4) Claire and her friends go to the mall every weekend. They really don't purchase much, but they like the recreation the outing provides. Which type of shopping activity is this?
A) acquisitional
B) epistemic
C) experiential
D) impulsive
Q5) Explain how value varies with situations.
Q6) Compare and contrast impulsive, unplanned, and compulsive shopping behaviours.
Page 13
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Chapter 12: Decision Making I: Need Recognition and Search
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) Cognitive dissonance refers to the negative emotions that come from failed search processes.
A)True
B)False
Q2) A consumer's actual state must change for need recognition to occur.
A)True
B)False
Q3) When does the consumer decision-making process begin?
A) when the consumer realizes that he or she has a need
B) when the consumer searches for information
C) when value is derived
D) when costs and benefits are analyzed
Q4) Name and describe the types of risk consumers face when making decisions, and discuss how a marketer can reduce each type of risk for consumers.
Q5) The decision-making process begins with information search. A)True
B)False
Page 14
Q6) Search tends to decrease as a consumer's level of education and income increase. A)True
B)False
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Page 15
Chapter 13: Decision Making II: Alternative Evaluation and Choice
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) What are the two different levels of product categories?
A) primary or secondary
B) feature or affect
C) utilitarian or hedonic
D) superordinate or subordinate
Q2) What part of the evaluative criteria is a better picture quality of a high-definition television?
A) element
B) feature
C) criterion D) benefit
Q3) Consumers cannot make good choices when considering only a single attribute. A)True B)False
Q4) Explain affect-based and attribute-based evaluations and discuss when each is used. Give an example of when you used each type of evaluation when making a purchase decision.
Q5) List the factors that determine the type of evaluative criteria that consumers use.
Q6) Name and describe the four types of noncompensatory decision rules.
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Chapter 14: Consumption to Satisfaction
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Which theory states that consumers are motivated to act in accordance with their attitudes and behaviours?
A) expectancy
B) attribution
C) self-perception
D) confirmatory
Q2) Attribution theory focuses on explaining why a certain event has occurred.
A)True
B)False
Q3) Hank is removing the packaging on his daughter's new Barbie doll. While some of the package can be used by his daughter as a prop to play with her doll, the rest of it is not necessary and goes in the trash. What is the term for the packaging that gets thrown away?
A) consumer refuse
B) consumer waste
C) consumer consumption input
D) consumer consumption output
Q4) Consumers will be dissatisfied if they perceive inequitable treatment.
A)True
B)False
Page 17
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Chapter 15: Consumer Relationships
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) True consumer loyalty consists of both a pattern of repeated behaviour and a strong feeling of attachment.
A)True
B)False
Q2) Which type of switching costs involves lost time and effort?
A) financial
B) relational
C) temporal
D) procedural
Q3) The consumer who reacts with disgust is very likely to complain.
A)True
B)False
Q4) Positive WOM occurs when consumers spread information from one to another about positive consumption experiences with companies.
A)True
B)False
Q5) An angry customer is the worst possible outcome for a business.
A)True
B)False
Q6) Explain how relationship quality impacts value for both customers and the firm.
Page 18
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Chapter 16: Marketing Ethics and Consumer Misbehaviour
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175 Verified Questions
175 Flashcards
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Sample Questions
Q1) Ashley has been waiting for 20 days for a parcel to arrive from her favourite online merchant. The parcel was to be delivered three days after her purchase but the retailer had a problem fulfilling her order due to low inventory levels. Eventually she'd had enough, cancelled her order, and wrote nasty reviews about the retailer on her social media pages. What motivation of consumer misbehaviour does this exhibit?
A) unfulfilled aspirations
B) differential association
C) pathological socialization
D) provocative situational factors
Q2) In general, younger, less-educated males are more likely to engage in aggressive driving behaviour.
A)True
B)False
Q3) Why do consumers misbehave? Discuss three of the several reasons given in the textbook.
Q4) Explain how consumers' moral beliefs and evaluations influence the choice to engage in consumer misbehaviour. Which one or ones have the greatest influence on your behaviour?
Q5) What role does value play in consumer misbehaviour?
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