Brand Management
Final Exam Questions
Course Introduction
Brand Management explores the strategies and practices involved in building, maintaining, and enhancing strong brands in competitive markets. The course delves into the critical role of branding in shaping consumer perceptions, creating value, and fostering customer loyalty. Students learn about key concepts such as brand equity, positioning, identity, and the management of brand portfolios across different product categories and markets. Through case studies and practical applications, participants gain insights into the challenges of brand extension, co-branding, global branding, and measuring brand performance, equipping them with the skills to develop and implement effective branding strategies.
Recommended Textbook
Marketing Management 2nd Edition by
Greg W. Marshall
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16 Chapters
1447 Verified Questions
1447 Flashcards
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Chapter 1: Marketing in Todays Business Milieu
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90 Flashcards
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Sample Questions
Q1) When you tell someone you are a marketing major in college,he or she may think you want a career in ________________.
A)Management
B)Information technology
C)Sales
D)Customer service
E)Financial planning
Answer: C
Q2) Today customers have limitless access to information about companies,products,competitors,other customers,and even detailed elements of marketing plans and strategies.This is reflected in the ___________ change driver impacting the future of marketing.
A)Shift to product glut and customer shortage
B)Shift in power from marketer to customer
C)Shift in generational values and preferences
D)Shift to distinguishing Marketing (Big M) from marketing (little m)
E)Shift to justifying the relevance and payback of the marketing investment
Answer: A
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Page 3
Chapter 2: Elements of Marketing Strategy,Planning,and Competition
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94 Flashcards
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Sample Questions
Q1) Today many retailers create apps that customers can download to their smartphones or tablets to keep up-to-date on the company's offerings.Most likely a description of this would be in the ________ part of a marketing plan.
A)Economic situation
B)Natural factors
C)Technological factors
D)Bargaining power of suppliers
E)Marketing capabilities
Answer: C
Q2) Value may be defined as the ratio of bundled benefits received to the cost incurred by the customer to receive those benefits.________ is not thought of as one of the costs.
A)Monetary cost
B)Time to shop
C)Convenience
D)Poor service quality
E)The hassle factor
Answer: C
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Chapter 3: Manage Marketing Information
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90 Flashcards
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Sample Questions
Q1) As the marketing manager for ABC Co.you are charged with developing marketing strategies for an area that is composed of a diverse population from a variety of countries.To reach this diverse populace you might want to consider efforts that focus on specific ________ when generating strategies.
A)Income
B)Education
C)Age
D)Gender
E)Ethnic groups
Answer: E
Q2) A company considers _________ as a factor when creating a market information system.
A)Information needs
B)Technology needs
C)Flexibility
D)Diversity
E)Market intelligence
Answer: A
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Chapter 4: Understand Business-To-Consumer Markets
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Sample Questions
Q1) Americans are turning to healthier eating styles,which can be seen in most restaurants with new low-calorie and low-carb menus.This is an example of the ________ lifestyle trend in the United States.
A)Diet friendly
B)Healthy living
C)Health awareness
D)Health-conscious eating
E)Healthy habits
Q2) Attitudes are learned or at least influenced by __________.
A)New information
B)Marketers
C)Religion
D)Motivation
E)Expectations
Q3) Internal forces such as _____ and ______ affect consumer choices.
A)Age, attitude
B)Culture, education
C)Personality, society
D)Learning, culture
E)Income, culture
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Chapter 5: Understand Business-To-Business Markets
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90 Flashcards
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Sample Questions
Q1) A straight rebuy is a routine purchase that is often given to a preferred supplier.
A)True
B)False
Q2) The most fundamental criterion in vendor selection is ____________.
A)Serviceability
B)Price
C)Reliability
D)Location
E)Intangibility
Q3) Scotty wants to have his company's products used in the construction of a new building.The best time for Scotty to make a sales call is ______________.
A)When the RFP is released
B)When the architect releases the plans
C)When the builder breaks ground
D)When the customer defines the product specifications
E)When the customer meets with the architect
Q4) B2B sales worldwide are in excess of $1 trillion.
A)True
B)False
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Chapter 6: Segmentation, target Marketing, Positioning, and CRM
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96 Flashcards
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Sample Questions
Q1) Approaches to geographic segmentation include all except _____.
A)Region
B)Density of population
C)Size of population
D)Sensitivity of population
E)Climate
Q2) Positioning relies on the communication of one or more sources of value to customers in a way that the customer can easily make the connection between ________.
A)The cost of the product and the quality
B)The way the 4Ps work with one another
C)The customer's needs and wants and what the product has to offer
D)The product and advertising
E)The salesperson and the customer at a personal level
Q3) _______ segmentation focuses on why people buy what they buy.
A)Benefits sought
B)Usage rate
C)Demographic
D)Social class
E)Occasion
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Chapter 7: Product Strategy and New-Product Development
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Sample Questions
Q1) Market testing can take a long time,and this can result in ________.
A)Competitors being able to develop marketing strategies to counter a product launch
B)The company losing the excitement of a new product
C)Competitors being able to sabotage the firm's efforts
D)Online guerrilla tactics by competitors that will disrupt the sales cycle of the product
E)None of these
Q2) Informing and educating the target audience about the product's benefits,characteristics,and features is part of the communication strategy in the ___________ phase of the product life cycle.
A)Introduction
B)Growth
C)Maturity
D)Decline
E)All of these
Q3) Early adopters are opinion leaders who seek out new products but are price-sensitive to innovation.
A)True
B)False
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Chapter 8: Build the Brand
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Sample Questions
Q1) The major advantage of brand connections for the brand sponsor is that it is a barrier to entry for potential competitors,especially for smaller firms that lack brand recognition.
A)True
B)False
Q2) Porsche was able to successfully introduce the Cayenne SUV as the first high-performance sporty SUV.Because the company's brand had high _____ it was able to introduce a product into a category that,to that point,had not been considered a "sports vehicle."
A)Brand associations
B)Brand loyalty
C)Perceived quality
D)Brand connections
E)Brand identity
Q3) The company brand roles are legal protection for the product and offer an effective and efficient methodology for distributing products.
A)True
B)False
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Chapter 9: Service As the Core Offering
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Sample Questions
Q1) In the service-profit chain,customer loyalty leads to _________.
A)Revenue growth
B)Customer satisfaction
C)Profitability
D)Both Revenue growth and Profitability
E)Revenue growth, Customer satisfaction , and Profitability
Q2) The Outback Steakhouse management team added pickup service because _________.
A)The team found dissatisfaction among customers with traditional fast food
B)It was easy to do
C)The ROI on pickup is better than providing service with a seat attached to it
D)The restaurants' revenues were declining and they needed a boost in sales
E)None of these
Q3) _________ is not a distinct characteristic of services that is different from physical goods.
A)Variability
B)Perishability
C)Assurance
D)Intangibility
E)Inseparability
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Chapter 10: Manage Pricing Decisions
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Sample Questions
Q1) Be careful with a __________________ strategy.Because price is a cue for developing customer perceptions of product quality,the value proposition may be reduced if a low price belies the product's actual quality attributes.
A)Penetration pricing
B)Price skimming
C)Target ROI
D)Competitor-based pricing
E)Value pricing
Q2) __________________ is(are)considered by the customer when making a purchasing decision.
A)Time invested in the purchasing process
B)Costs incurred by the customer in acquiring that bundle of benefits
C)Opportunity costs of choosing one offering over another
D)Both time invested in the purchasing process and opportunity costs of choosing one offering over another
E)Time invested in the purchasing process, Costs incurred by the customer in acquiring that bundle of benefits, and Opportunity costs of choosing one offering over another
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Chapter 11: Manage Marketing Channels and Points of Customer Interface
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Sample Questions
Q1) A(n)________________ represents all organizations involved in supplying a firm,the members of its channels of distribution,and its end-user consumers and business users.
A)Physical distribution system
B)Supply chain
C)Supply chain management
D)Breaking bulk
E)Accumulating bulk
Q2) Local Farmers of Tampa Bay is a group of more than 100 farmers who have banded together to gain cost and operating economies of scale.The Local Farmers group is an example of a ______ .
A)Retailer cooperative
B)Vertical marketing system (VMS)
C)Corporate VMS
D)Contractual VMS
E)Administered VMS
Q3) A producer can always grant an intermediary an exclusive territory for sales purposes.
A)True
B)False
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Chapter 12: Promotional Strategy and New Media
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89 Flashcards
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Sample Questions
Q1) Social networks provide marketers great benefits without much challenge.
A)True
B)False
Q2) In addition to the company's primary site many companies create smaller,more focused sites that deal with specific topics such as new product introductions or targeted products within a large product portfolio known as _________.
A)Blogs
B)Microsites
C)Social networks
D)All of these
E)None of these
Q3) Moving a customer past a need to really want the product is the _____________ stage in the AIDA model.
A)Attention
B)Interest
C)Desire
D)Action
E)Advertise
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Chapter 13: Advertising, sales Promotion, and Public Relations
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Sample Questions
Q1) The vast majority of advertising is ___________.
A)Institutional
B)Product
C)Slice of life
D)Moral
E)Research-based
Q2) Gillette sends out a free razor to induce switching from an older model.This is an example of using _____________________ as the sales promotion approach.
A)Coupons
B)Premiums
C)Product sampling
D)Comparative parity method
E)Product placements
Q3) Each of the top 20 U.S.advertisers operates in the B2B marketplace.
A)True
B)False
Q4) Advertising is synonymous with marketing.
A)True
B)False
Page 15
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Chapter 14: Personal Selling and Direct Marketing
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90 Flashcards
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Sample Questions
Q1) A commission is a fixed sum of money paid at regular intervals.
A)True
B)False
Q2) _______________ is not a critical selling skill.
A)Persistence
B)Spontaneous planning
C)Listening
D)Follow-up
E)Time management
Q3) __________ is not one of the critical mistakes made in closing.
A)Negative attitude
B)Lack of preparation
C)Too much talking
D)Consistent and standardized presentation
E)Not enough listening
Q4) Most people are comfortable buying products over the phone.
A)True
B)False
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Chapter 15: Understand the Global Marketplace: Marketing
Without Borders
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Sample Questions
Q1) Jonathan must travel to Japan to meet with a prospective supplier for his company.He wants to learn proper protocol for meeting his Japanese contact,presenting his business card,and figuring out if he should call him by first name.The area of global market research where Jonathan would find this information is in the ____________ trends.
A)Economic
B)Cultural, societal
C)Business environment
D)Political, legal
E)History, geography
Q2) The fastest-growing economy in the world in 2012 was ______.
A)Sierra Leone
B)Afghanistan
C)Macau
D)China
E)Libya
Q3) The most significant difference between international and global marketing is management philosophy and corporate planning.
A)True
B)False
Page 17
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Chapter 16: The Marketing Dashboard: Metrics for Measuring Marketing Performance
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Sample Questions
Q1) The user expectations method of forecasting relies on answers from customers regarding their expected consumption or purchases of the product.
A)True
B)False
Q2) The decomposition method of forecasting is important to determine what portion of any changes in sales represents an overall,fundamental change in demand and what portion is due to seasonality in demand.
A)True
B)False
Q3) For a particular product,there is one market share rather than several market share numbers.
A)True
B)False
Q4) The sales force composite is considered to be a subjective approach of the sales forecasting method.
A)True
B)False
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