Brand Management Exam Preparation Guide
Course Introduction
Brand Management explores the strategic and tactical aspects of building, maintaining, and enhancing strong brands in a competitive marketplace. The course delves into core branding concepts, including brand equity, brand positioning, brand identity, and brand architecture. Students learn to analyze consumer perceptions, develop brand strategies, leverage brand extensions, and respond to evolving market trends. Through case studies and practical projects, participants gain hands-on experience in crafting branding campaigns, measuring brand performance, and managing brands across various touchpoints to drive long-term business value and customer loyalty.
Recommended Textbook
Marketing 3rd Canadian Edition by Dhruv Grewal
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Page 2
Chapter 1: Overview of Marketing
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Sample Questions
Q1) A company sells cars of a single colour and advertises that the cars have many innovative features.The company refuses to change the colour of the car irrespective of the desire of the public to have a different-coloured car.This is an example of:
A) customer orientation.
B) value orientation.
C) market orientation.
D) product orientation.
E) brand orientation.
Answer: D
Q2) Mariam sells her sport-utility vehicle to Jake.This is an example of:
A) B2C marketing.
B) D2R marketing.
C) B2B marketing.
D) C2C marketing.
E) C2B marketing.
Answer: D
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) Which of the following is the final step in the marketing planning process of an organization?
A) Performing a situational analysis of an organization
B) Identifying the opportunities present in a market
C) Evaluating the business objectives of an organization
D) Evaluating the performance by using marketing metrics
E) Implementing the marketing mix within an organization
Answer: D
Q2) Compare and contrast strengths and opportunities that apply to businesses.
Answer: Strengths are positive attributes that are internal to businesses.Businesses can control strengths.Opportunities are external to businesses and businesses cannot control them.A superior product is a strength,whereas a conducive market is an opportunity.
Q3) Advertising campaigns by businesses is an example of promotion.
A)True
B)False
Answer: True
Q4) What is a market segment?
Answer: A market segment is a group of consumers who respond similarly to a firm's marketing efforts.
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Chapter 3: Marketing Ethics
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Sample Questions
Q1) Megan is 40 years old and heads an advertising firm.She grew up in a home in which both parents worked.Although Megan possesses considerable spending power,she is much less interested in shopping than her parents and is far more cynical,which tends to make her an astute consumer.Megan takes a long vacation every summer and travels to different parts of the world.She is likely to belong to which cohort?
A) Tweens
B) Generation Y
C) Generation X
D) Baby boomers
E) Seniors
Answer: C
Q2) Which of the following has prodded the grocery chain to exclusively cater to the needs of women customers?
A) The government regulations that make it mandatory to do so
B) The pressure from groups fighting for women rights
C) The changing role of women in society
D) The social constraints that deter women from shopping in crowded areas
E) The pressure from male members of the community
Answer: C
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5
Chapter 4: Analyzing the Market Environment
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Sample Questions
Q1) Mario is launching a new washing machine detergent in the market that promises the best possible results.Explain the steps that Mario can take to ensure postpurchase satisfaction.
Q2) Convenience goods or services are products or services toward which the customer shows a strong preference and for which he or she will expend considerable effort to search for the best suppliers.
A)True
B)False
Q3) Which of the following statements is true of the different types of needs as categorized by Abraham Maslow?
A) Safety needs usually relate to the satisfaction of the inner desires of the people.
B) Esteem needs occur when people don't care what others think.
C) Self-actualization needs indicate how well people interact with others.
D) Physiological needs are generally met for most people in developed countries.
E) Haircuts and makeup form an integral part of one's safety needs.
Q4) Describe determinant attributes and its role in reducing the complications of a consumer decision-making process.
Q5) Explain three examples of decision heuristics.
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Chapter 5: Consumer Behavior
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Sample Questions
Q1) The University of Ontario had obtained grants from the government to improve the facilities for students.The faculty members at the university recommended the purchase of books of some authors to be stored in the library.The faculty members are playing the role of:
A) decider.
B) influencer.
C) gatekeeper.
D) initiator.
E) user.
Q2) Observing the after-effects of Hurricane Katrina,many states re-evaluated the requirements for construction materials used in coastal area building projects.Which of the following should vendors pay attention to regarding construction material requirements?
A) Derived demand
B) Reciprocal buying
C) Autocratic buying
D) Product specifications
E) Straight rebuys
Q3) What is organizational culture? How does it influence purchasing decisions in business-to-business (B2B)markets?
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Chapter 6: Business-To-Business Marketing
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Sample Questions
Q1) A graph shows consumer perceptions of various automobiles on the two dimensions of sportiness/conservative and classy/affordable.The graph would be called a:
A) brand map.
B) positioning map.
C) perceptual map.
D) marketing map.
E) conceptual map.
Q2) Which of the following is part of the vertical dimension as established by VALS ?
A) Ideals
B) Achievement
C) Self-expression
D) Innovativeness
E) Self-value
Q3) From a marketing point of view,self-values help determine the benefits the target market may be looking for from a product.
A)True
B)False
Q4) Explain loyalty segmentation.
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Page 8
Chapter 7: Global Marketing
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Sample Questions
Q1) What are the guidelines provided by the Canadian Marketing Association for conducting marketing research?
Q2) Which among the following would be considered a good question for a questionnaire?
A) Use of intoxicating substances is a serious offence.Agree/disagree
B) What is your monthly income?
C) Please rate our service on a scale of 1 to 5,with 1 being bad and 5 being excellent.
D) How have teachers and students at your school responded to the new 45-minute lunch period? Satisfied/Unsatisfied
E) Do you like the texture and flavour of our snack?
Q3) A major advantage of primary research is that it can be tailored to fit research questions.
A)True
B)False
Q4) Collected data can be biased when a sample does not represent an entire population of interest.
A)True
B)False
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9
Chapter 8: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) In reality,the product life cycle curve of most products is bell-shaped.
A)True
B)False
Q2) List three reasons firms innovate.
Q3) A cosmetics company,which mainly produces soaps,shampoos,and other skin care solutions for adults,wants to introduce a line of baby products in the market.Since it has no prior experience with baby products,it decides to buy the rights to use a necessary technology from a small research firm.The source of idea generation used by the cosmetics company is:
A) internal research and development.
B) brainstorming.
C) prototyping.
D) licensing.
E) reverse engineering and development.
Q4) The later phases of the maturity stage of a product is characterized by:
A) increased sales.
B) market saturation.
C) an increase in profits.
D) less market segmentation.
E) increasing numbers of early adopters.
Page 10
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Chapter 9: Marketing Research
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Sample Questions
Q1) Sindiola Inc.designs high-end footwear for women,which is stylish,sophisticated,and exclusive.Endorsed by celebrities,the store is considered one-of-a-kind,which makes target consumers value it more.This is an example of:
A) cobranding.
B) brand equity.
C) brand licensing.
D) brand extension.
E) brand dilution.
Q2) A supermarket sells unbranded napkins,paper towels,paper cups,plastic wrap,storage bags,tinfoil,and tissues.These are examples of:
A) national brands.
B) generic brands.
C) private-label brands.
D) home brands.
E) public brands.
Q3) Explain the concept of generic brands.
Q4) Explain what steps firms should take to prevent the potentially negative consequences of brand extensions.
Q5) Explain why packaging is important for retailers.
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Chapter 10: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) What is the knowledge gap? How can it be reduced?
Q2) A high-end restaurant tries to create a niche for itself in the urban market by providing its customers exotic food,themed interiors,and a cozy atmosphere.Which of the following characteristics has been emphasised by the high-end restaurant?
A) Separability
B) Consistency
C) Durability
D) Tangibility
E) Perishability
Q3) The service dimension that refers to the willingness of service providers to help customers and provide prompt service is:
A) relativity.
B) empathy.
C) tangibility.
D) responsiveness.
E) reliability.
Q4) Explain the four characteristics of services that differentiate them from products.How do marketers deal with the challenges resulting from these characteristics?
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Page 12
Chapter 11: Developing New Products
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Sample Questions
Q1) Those expenses that remain essentially at the same level,regardless of any changes in the volume of production,are called:
A) rebatable expenses.
B) variable costs.
C) unit costs.
D) marginal costs.
E) fixed costs.
Q2) The expenses that change depending on production volume are called the:
A) standard costs.
B) variable costs.
C) rebatable expenses.
D) promotional expenses.
E) fixed costs.
Q3) Differentiate between horizontal price fixing and vertical price fixing.
Q4) Value is only implicitly considered in customer-oriented strategies.
A)True
B)False
Q5) Differentiate between an elastic and an inelastic market.
Q6) Explain the drawbacks associated with the market penetration strategy.
Q7) Differentiate between complementary products and substitute products.
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Chapter 12: Services: The Intangible Product
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Sample Questions
Q1) Floras's major revenue generators are Canada and Mexico.The company attempts to get products into as many outlets as possible in these countries.Which of the following distribution strategies is the company using in Canada and Mexico?
A) Intensive distribution strategy
B) Restricted distribution strategy
C) Selective distribution strategy
D) Specialized distribution strategy
E) Exclusive distribution strategy
Q2) The process of going through the goods upon receipt to ensure they arrived undamaged and that the merchandise ordered was the merchandise received is referred to as:
A) receiving.
B) checking.
C) dispatching.
D) shipping.
E) merchandising.
Q3) Briefly explain indirect distribution and provide an example of a company that uses it.
Q4) Explain the three types of distribution centres.
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Chapter 13: Pricing Concepts for Establishing Value
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Sample Questions
Q1) Jill's Boutique is an example of a:
A) convenience store.
B) discount store.
C) department store.
D) warehouse club.
E) specialty store.
Q2) Manufacturers choose retailers based on where their target customers expect to find their products.
A)True
B)False
Q3) Which of the following retail channels both helps retailers save a sale if an item is out of stock and allows retailers to overcome resource constraints by freeing up sales associates?
A) Stores
B) The Internet
C) Kiosks
D) Catalogues
E) Mail order
Q4) How can multichannel retailers use the electronic channel to increase their share of wallet?
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Chapter 14: Strategic Pricing Methods
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Sample Questions
Q1) Your company specializes in guitars.You have hired a creative agency to make an ad for your product.What would be your advertising objectives? How would you employ the pull strategy to drive the sales of your guitars in the music market?
Q2) A retail store offers customers an exclusive card with which they can build up points for every purchase made and then redeem these points for cash at the end of the year.This is an example of:
A) personal selling.
B) sales promotion.
C) DRTV.
D) event sponsorship.
E) deceptive advertising.
Q3) The percentage of the target population exposed to a specific marketing communication,such as an advertisement,at least once,is called: A) frequency.
B) click-through tracking.
C) encoding.
D) gross rating points.
E) reach.
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Chapter 15: Supply Chain and Channel Management
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Sample Questions
Q1) A firm named Pizzerio Inc.offers free pizzas based on a chance drawing of consumers who buy and fill up lucky-draw forms from its retail stores.This is an example of a sweepstake.
A)True
B)False
Q2) Which of the following statements is true about the regulatory and ethical issues in advertising?
A) Puffery is considered deception in Canada.
B) In the European Union,consumers are viewed as rational and capable of evaluating advertising claims.
C) None of the state or European regulations is more restrictive than existing federal or self-regulatory requirements.
D) The Consumer Packaging and Labelling Act requires all prepackaged products to bear the quantity in metric and imperial for weight,volume,or measures.
E) Diet-related health claims for food products,related to risk reduction of heart disease,cancer,osteoporosis,and high blood pressure,have been used for many years in Canada.
Q3) Explain the lagged effect.
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17
Chapter 16: Retailing and Multichannel Marketing
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Sample Questions
Q1) Which of the following is NOT true with regard to Facebook?
A) It allows companies to access the same features as individuals do to promote their brands and engage with its customers.
B) The multiplier effect enabled through newsfeed and follow option makes it a very attractive platform for marketers to promote their products or services.
C) Its promise of more accurate targeting and segmentation increases its effectiveness as a marketing tool.
D) Companies can post content and information regarding products,events,news,or promotions that might be exciting to their customers.
E) Its variation from other networking sites as being a professional,instead of a friendship-based site,makes it an exclusive forum for professionals and entrepreneurs to build their networks.
Q2) Which of the following is a thought-sharing site?
A) YouTube
B) Twitter
C) Flicker
D) Vine
E) LinkedIn
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Chapter 17: Integrated Marketing Communications
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Sample Questions
Q1) When a foreign firm contracts with a local firm in the host market to produce a product,it is referred to as:
A) contract manufacturing.
B) management contracting.
C) direct investment.
D) strategic alliance.
E) dumping.
Q2) Describe Geert Hofstede's cultural dimensions concept.
Q3) The strategy developed by Zest to sell in the new market in the above scenario is a:
A) global promotion strategy.
B) global pricing strategy.
C) global distribution strategy.
D) global product strategy.
E) global communication strategy.
Q4) Some criticize that when U.S.firms enter foreign markets,the U.S.products and services overwhelm the local culture.This is an example of cultural imperialism.
A)True
B)False
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Chapter 18: Advertising, Public Relations, and Sales Promotions
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Sample Questions
Q1) According to the Conference Board of Canada,which of the following is regarded as the business issue of the 21<sup>st</sup> century?
A) Sustainable supply chain
B) Personal ethics
C) Consumerism
D) Corporate social responsibility
E) Locational privacy
Q2) It is important for a company's values to be consistent with those of its primary target market.
A)True
B)False
Q3) The set of values within a marketing firm or in the marketing division of any firm that guides decision making and behaviour is referred to as:
A) corporate social responsibility.
B) accuracy of representation.
C) ethical climate.
D) explicit rules.
E) legal provision.
Q4) How can a company improve its reputation for corporate social responsibility?
Page 20
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