Brand Management
Midterm Exam
Course Introduction
Brand Management focuses on the strategic processes involved in creating, developing, sustaining, and leveraging brands in competitive markets. This course explores the importance of brands as valuable assets, examines brand equity, positioning, and identity, and analyzes how organizations use branding to influence consumer perceptions and build loyalty. Students will learn key concepts such as brand architecture, brand extension, and rebranding, as well as tools for measuring and managing brand performance. Real-world case studies and practical projects provide insights into successful brand management tactics across various industries.
Recommended Textbook
Marketing 4th Canadian Edition by Dhruv Grewal
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18 Chapters
2312 Verified Questions
2312 Flashcards
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Page 2
Chapter 1: Overview of Marketing
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130 Verified Questions
130 Flashcards
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Sample Questions
Q1) Marketing cannot be designed to benefit an entire industry at a time.
A)True
B)False
Answer: False
Q2) A company is developing an efficient system for merchandise to be distributed in the right quantities, to the right locations, and at the right time in the most efficient way.It is making:
A)people decisions.
B)price decisions.
C)place decisions.
D)product decisions.
E)promotion decisions.
Answer: C
Q3) The local supermarket from where Tim buys the potato chips is an example of a:
A)manufacturer
B)consumer
C)supplier
D)distributor
E)producer
Answer: D
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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117 Flashcards
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Sample Questions
Q1) Alchemistro Inc.is a firm that manufactures chemical detergents and associated products.The company decides to manufacture detergent products that cater to the needs of the high-income consumers.Which of the following best describes Alchemistro's decision to specifically cater to the high-income segment?
A)Locational excellence
B)Downsizing
C)Targeting
D)Diversification
E)Operational excellence
Answer: C
Q2) Rockslide Inc., a manufacturer of sports equipment, classifies its customers into different age groups.Each of these groups is unique in terms of its preference for the company's products.Given this information, this classification is an example of:
A)downsizing.
B)positioning.
C)segmentation.
D)diversification.
E)locational excellence.
Answer: C
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Chapter 3: Analyzing the Marketing Environment
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) Cathy wants to open a grocery store in a community that has a large migrant population.What steps does Cathy need to take to make her store successful among the local Canadians as well as the different ethnic groups who have migrated to Canada?
Answer: Student answers will vary.The following steps can be taken by Cathy: creating a value-driven store with low prices, including an extended international foods aisle; adapting signs and flyers to feature different languages; advertising in ethnic-targeted media; celebrating important ethnic holidays; and offering ethnic merchandise for sale and merchandising it correctly.
Q2) Food-related advertisements cannot be aired during children's programming.
A)True
B)False
Answer: True
Q3) Which of the following statements is true of working-class consumers?
A)Their family income is usually between $20,000 and $30,000.
B)They are more likely to be highly educated.
C)They are more likely to work in managerial and executive roles.
D)They have high discretionary incomes.
E)Their spending patterns are not influenced by economic conditions.
Answer: A
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Page 5
Chapter 4: Consumer Behaviour
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127 Verified Questions
127 Flashcards
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Sample
Questions
Q1) Gina wants to buy a car.Before buying it, she asks her friends for their opinions, reads reviews in consumer reports, consults several websites, and visits several dealerships.This is an example of:
A)habitual decision making.
B)an external search for information.
C)impulse buying.
D)an internal search for information.
E)postpurchase dissonance.
Q2) What is limited problem solving and how is impulse buying related to limited problem solving?
Q3) Jerry wants a car that has good mileage but low gas consumption.He buys a Toyota car.In this case, which of the following has determined the purchase of the car?
A)Compensatory decision rule
B)External locus of control
C)Postpurchase dissonance
D)Determinant attribute
E)Noncompensatory decision rule
Q4) Explain the factors that affect consumers' search processes and provide one example for each
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Chapter 5: Business-To-Business Marketing
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126 Verified Questions
126 Flashcards
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Sample Questions
Q1) An automobile firm buys exhaust pipes from a certain supplier in the city.The firm finds that the pipes are reliable and in accordance with its specifications.The firm places a repeat order for the exhaust pipes with the same supplier.This is an example of a:
A)modified rebuy.
B)specific buy.
C)straight rebuy.
D)new buy.
E)discount rebuy.
Q2) 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.
Q3) What is derived demand? Provide one example.
Q4) What is the significance of white papers in B2B markets?
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Chapter 6: Segmentation, Targeting, and Positioning
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) A company marketing cartoon strips primarily to children switched focus to adults by creating a feeling of nostalgia to appeal to them.This is an example of:
A)brand repositioning.
B)undifferentiated positioning.
C)perceptual mapping.
D)mass marketing.
E)micro customization.
Q2) Develop a perceptual map for your educational institution.Make sure to include at least 3 other universities/colleges in your map.
Q3) Stella makes a living by designing jewellery for her customers.She interviews each customer to understand his or her specific needs and then designs the jewels accordingly.Each piece of jewellery is unique.This is an example of:
A)brand repositioning.
B)positioning.
C)perceptual mapping.
D)mass marketing.
E)micromarketing.
Q4) Discuss the use of value as a positioning method with examples.
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8
Chapter 7: Marketing Research
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130 Verified Questions
130 Flashcards
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Sample Questions
Q1) Reliability is the extent to which a study measures what it is supposed to measure.
A)True
B)False
Q2) Which of the following questions would be considered inappropriate for a questionnaire?
A)Do you take vitamins?
B)Should children be allowed to drink Coca-Cola in school?
C)When was the last time you went to the grocery store?
D)Do you dye your hair?
E)What brand of wristwatch do you typically wear?
Q3) Data obtained from reports published in magazines and newspapers is primary data.
A)True
B)False
Q4) What are the advantages of primary research?
Q5) Differentiate between primary data and secondary data.Discuss a situation that primary data should be collected and a situation that primary data is required.
Q6) Mention any two sources of secondary data and provide one example for each.
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Chapter 8: Developing New Products
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132 Flashcards
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Sample Questions
Q1) Customers are more likely to try a new gum flavour.Therefore, new gum flavour diffuse quickly.Which of the following factor explains the diffusion speed?
A)Relative advantage
B)Compatibility
C)Observability
D)Complexity
E)Pioneers
Q2) A new product launched by a company is showing a rise in sales and a rapid rise in profits, and is being purchased by a group of early adopters and early majority buyers.In the context of the product life cycle, the product is in the:
A)introduction stage.
B)growth stage.
C)decline stage.
D)maturity stage.
E)initiation stage.
Q3) Which stage of the product life cycle is Coca Cola in? What strategies Coca Cola should use at this stage?
Q4) Why are new-to-the-world products called "disruptive"?
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10
Chapter 9: Product, Branding, and Packaging Decisions
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) Brands enable customers to make quick decisions.
A)True
B)False
Q2) Tremblay Inc., a soft-drink company, has a number of local and regional soft-drink brands such as Peppy and Mild.Peppy and Mild are examples of:
A)generic brands.
B)individual brands.
C)family brands.
D)home brands.
E)public brands.
Q3) Explain the division of consumer products based on the ways they are used and purchased.Provide one example for each product type to support your answer.
Q4) Impulse buying happens to which category of products?
A)Unsought products
B)Shopping products
C)Specialty products
D)Convenience products
E)Services
Q5) Explain how brand-loyal customers are an important source of value for firms.
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Chapter 10: Services: The Intangible Product
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129 Flashcards
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Sample Questions
Q1) The CEO of a services company routinely attends the team meetings of the company.He understands customer problems and provides solutions based on his experience and by following a standard, well-defined process.This works as a cue to the employees to emulate the CEO in the way problems are handled.Which of the following strategies is being exemplified in this scenario?
A)Empowering employees
B)Providing support to service providers
C)Committing to service quality
D)Replacing people with machines
E)Achieving service goals through training
Q2) An electronics retail chain asked its customers to rate the service it provides at its customer support division based on the inclination and alertness of staff members in providing service to customers.The service dimension that the company is trying to evaluate in this scenario is:
A)relativity.
B)responsiveness.
C)inseparability.
D)durability.
E)tangibility.
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Chapter 11: Pricing Concepts and Strategies: Establishing Value
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128 Flashcards
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Sample Questions
Q1) A company advertises that winter pullovers and jackets will be sold at half price if they are ordered before September 30.This is an example of a(n):
A)seasonal discount.
B)advertising allowance.
C)odd pricing.
D)listing allowance.
E)rebates.
Q2) A confectionery company pays a fee to a retailer to place its products near the checkout counter.By doing so, the confectionery company hopes to tempt customers to make impulse purchases.In this example, the fee paid to the retailer is a(n):
A)markdown.
B)advertising allowance.
C)odd price.
D)listing allowance.
E)rebate.
Q3) Differentiate between horizontal price fixing and vertical price fixing.Provide one example for each.
Q4) Explain the drawbacks associated with the market penetration strategy.
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Chapter 12: Distribution Channels
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131 Flashcards
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Sample Questions
Q1) With a pull strategy, a manufacturer focuses its promotional efforts on:
A)channel members to convince them to carry its product.
B)forcing channel members to stock less inventory.
C)reducing the number of its intermediaries.
D)selling products by using new channels such as the Internet.
E)building demand for products by focusing on consumers.
Q2) Exclusive distribution strategy refers to granting special rights to sell to one or very few retail customers so no other customers can sell a particular brand.
A)True
B)False
Q3) An electronic document that a supplier sends a retailer before a shipment to tell the retailer exactly what to expect in the shipment is called a(n):
A)supplier dispatch file.
B)quick shipment response.
C)advanced shipping notice.
D)lead-time script.
E)purchase document.
Q4) What is franchising?
Q5) Describe a contractual vertical marketing system.
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Chapter 13: Retailing and Omni-Channel Marketing
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132 Flashcards
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Sample Questions
Q1) The firm conducts research so as to understand the characteristics of retailers while considering which of the following factors?
A)Choosing a retail partner
B)Creating a retail strategy
C)Identifying the type of retailer
D)Exploring a multichannel strategy
E)Considering the distribution intensity
Q2) Which of the following offers an inconsistent assortment of merchandise at relatively low prices?
A)Department stores
B)Discount stores
C)Convenience stores
D)Specialty stores
E)Off-price retailers
Q3) Jill's Boutique is an example of a:
A)convenience store.
B)discount store.
C)department store.
D)warehouse club.
E)specialty store.
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Chapter 14: Integrated Marketing Communications
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133 Flashcards
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Sample Questions
Q1) Which of the following refers to a targeted form of communication distributed to a prospective customer's mailbox or inbox?
A)Cause-related marketing
B)Direct mail
C)DRTV
D)Kiosks
E)Personal selling
Q2) You are the marketing manager of a company that deals in hockey equipment.The company has launched a new series of hockey sticks in the market.It has also asked a few national-level hockey players to endorse the product.The endorsement would be aired on national television in the form of an ad.How would you assess the effectiveness of the advertising campaign?
Q3) Advertising expenditures vary over the course of the product life cycle, with advertising expenditures being the lowest during the introduction stage of the product.
A)True
B)False
Q4) Explain the three components that constitute an integrated marketing communications (IMC)strategy.
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Chapter 15: Advertising, Sales Promotions, and Personal Selling
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128 Verified Questions
128 Flashcards
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Sample Questions
Q1) Which of the following refers to major events attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry?
A)Product placements
B)Sales contests
C)Trade shows
D)Point-of-purchase displays
E)Loyalty programs
Q2) A customer was delighted by the performance of a sales group after they had immediately responded and resolved the issues experienced by their customer.Which of the following service quality dimensions most likely aided in ensuring successful customer service?
A)Integrity
B)Tangibility
C)Responsiveness
D)Assurance
E)Reliability
Q3) What is reminder advertising? In what stage of product life cycle it should be used? Provide one example.
Q4) Explain how professional selling can be a satisfying career.
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Chapter 16: Social and Mobile Marketing
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122 Flashcards
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Sample Questions
Q1) Thought-sharing sites, like blogs, are not effective in providing customer education.
A)True
B)False
Q2) Which of the following is a difference between earned media and paid media?
A)Customers or the public have little role in earned media, unlike paid media.
B)Brand mentions in earned media are voluntarily given, unlike paid media.
C)The control enjoyed by a brand in earned media is higher than that in paid media.
D)The cost associated with earned media is higher than that in paid media.
E)Publicity through earned media does little to affect brand image, unlike paid media.
Q3) Blogs are most likely to be useful for a(n):
A)student who loves to learn concepts visually through videos and simulations.
B)employee who is looking for a new job that offers him better scope for growth.
C)new firm looking to attract investors and customers.
D)fun-loving person who loves to meet new people and make friends.
E)firm that wishes to educate and engage its customers.
Q4) Compare and contrast social network sites, media-sharing sites, and thought-sharing sites.Provide at least one example for each.
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18
Chapter 17: Global Marketing
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Sample Questions
Q1) The employees of a firm refusing to continue employment with a foreign firm or buy products from the firm on account of conflicts between the union and the employer is an example of a(n):
A)tariff.
B)embargo.
C)boycott.
D)strategic alliance.
E)quota.
Q2) Argentina, Brazil, Paraguay, Uruguay, and Venezuela are members of which trading bloc?
A)The NAFTA
B)The CAFTA
C)The EU
D)The ASEAN
E)Mercosur
Q3) Describe Geert Hofstede's cultural dimensions concept.
Q4) A trade surplus results when a country imports more goods than it exports.
A)True
B)False
Q5) What are the three potential global product strategies?
Page 19
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Chapter 18: Ethics and Socially Responsible Marketing
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125 Flashcards
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Sample Questions
Q1) During ethical decision making, the objective of choosing a course of action is to weigh the various alternatives in order to generate the best solution for the stakeholders.
A)True
B)False
Q2) Being a socially responsible corporation implies that the firm is committing its time and resources to projects in the community which may not directly relate to generating profit.
A)True
B)False
Q3) Canadian government made tobacco companies to contribute to Canadian Cancer Society from their profit.This is an example of corporate social responsibility.
A)True
B)False
Q4) How can a company improve its reputation for corporate social responsibility?
Q5) When companies embrace corporate social responsibility, their appeal is limited to their shareholders.
A)True
B)False
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