Brand Management
Mock Exam
Course Introduction
Brand Management explores the strategies and techniques involved in building, maintaining, and enhancing brand equity in today's competitive marketplace. The course covers foundational concepts such as brand positioning, brand identity, and brand architecture, while also addressing the roles of advertising, communications, and digital media in shaping brand perceptions. Students will learn to analyze brand performance, develop brand strategies, and manage brand portfolios across different product categories and markets. Real-world case studies and projects will help students apply theoretical knowledge to practical scenarios, equipping them with the skills necessary to create and sustain strong, enduring brands.
Recommended Textbook
Consumer Behavior 10th Edition by Michael
R. Solomon
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14 Chapters
1260 Verified Questions
1260 Flashcards
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Page 2
Chapter 1: Buying, Having, and Being
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90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/28995
Sample Questions
Q1) A consumer researcher who examines consumers' lifestyles and personalities is studying ________.
A) demographics
B) psychographics
C) social class
D) usage rates
Answer: B
Q2) A critic says that marketing encourages women to hate their own bodies by showing them models that are impossibly thin. Compare how a typical consumer behavior researcher and a transformative consumer researcher might differ in their approaches to investigating this criticism. Be specific in your statements.
Answer: A typical consumer behavior researcher would likely be interested in investigating how the purchasing behavior of different groups of people is influenced by advertisements showing such impossibly thin models. Such a researcher may have a strategic focus, hoping to gain insights that would lead to more effective marketing. A transformative consumer researcher, on the other hand, would see subjects of the research as collaborators in identifying ways to improve consumer well-being. A transformative consumer researcher would be interested in social change.
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3
Chapter 2: Perception
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90 Flashcards
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Sample Questions
Q1) Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotion and advertising?
A) Subliminal messages are below the threshold of perception, so they cannot be utilized in marketing.
B) Subliminal ads can be effective, but customers do not like them; therefore, marketers avoid them.
C) There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising.
D) It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have specific effects.
Answer: C
Q2) The absolute threshold is dependent upon how strong a marketer makes a stimulus.
A)True
B)False
Answer: False
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4
Chapter 3: Learning and Memory
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90 Flashcards
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Sample Questions
Q1) A free recall test of a sample of potential customers would involve showing ads one at a time and asking each respondent if she had seen it before.
A)True
B)False
Answer: False
Q2) Shari Gomez sees the big red heart on the front of a Cheerios box and immediately thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This is an illustration of a stimulus-response connection.
A)True
B)False
Answer: True
Q3) Which of the following occurs when a customer learns that two products are different even though the packages of both products look similar?
A) extinction
B) brand equity
C) stimulus generalization
D) stimulus discrimination
Answer: D
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Chapter 4: Motivation and Global Values
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90 Flashcards
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Sample Questions
Q1) Franz Schmidt is a German teenager. His father was recently transferred to Tokyo, Japan. Franz realizes that he will have to make a big adjustment to be successful in this new environment. As Franz and his family make an adjustment to the Japanese culture, they will go through a learning process called ________.
A) enculturation
B) acculturation
C) laddering
D) globalization
Q2) Involvement can be seen as the motivation to process information.
A)True
B)False
Q3) Freelancers and fans film their own commercials for their favorite products and post them on Web sites. This is referred to as ________.
A) mass customization marketing
B) consumer-generated content
C) performance marketing
D) mobile marketing
Q4) What is the relationship between motivation, need, drive, goal, and wants?
Q5) How are values, motivation, and belief systems related?
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Chapter 5: The Self
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90 Flashcards
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Sample Questions
Q1) Which of the following best defines what is implied by the symbolic self-completion theory?
A) Consumers with low self-esteem tend to buy products that violate their self-concept.
B) Consumers who have an incomplete self-definition tend to buy products that complete their identity.
C) Consumers delay purchases that conform to their actual self-image until their self-concept is consistent with their social self.
D) Consumers select products that conform to their self-image through a process that is largely subconscious.
Q2) Discuss the extended self and provide a description for each level of the extended self.
Q3) Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals.
A) self-fulfilling prophecies
B) looking-glass selves
C) a small gap between their real and ideal selves
D) a large gap between their real and ideal selves
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Chapter 6: Personality and Psychographics
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90 Flashcards
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Sample Questions
Q1) Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she is really quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understanding Hannah's personality?
A) Personality is a set of consistent traits that do not change from one environment to the next. Either Hannah or her friends are wrong in their observations.
B) Personality is a person's unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments.
C) Personality is a hypothetical construct that grows stronger with age. Hannah will likely be extroverted for the rest of her life.
D) Hannah's behavior on a weekend night is due to Freudian problems with her superego.
Q2) What were beliefs of the Neo-Freudians? Are those beliefs relevant to today's marketing?
Q3) What did Freud mean when he said, "Sometimes a cigar is just a cigar"?
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Page 8
Chapter 7: Attitudes and Persuasion
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90 Flashcards
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Sample Questions
Q1) What do the "A, B, Cs" of the ABC model of attitudes stand for?
A) attitude, business, and consumption
B) affect, behavior, and cognition
C) assumptions, best practices, conditions
D) approval, behavior, context
Q2) Jason believes that dressing formally (e.g., a coat and tie) marks him as a man who is "dressed for success"; therefore Jason dresses formally even in class or for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.
A)True
B)False
Q3) Despite improvements to the Fishbein model, all of the following are considered to be obstacles to predicting behavior using this model EXCEPT which one?
A) The model has relatively weak theorems about attitudes.
B) The model deals with actual behavior, not with the outcomes of behavior.
C) Some outcomes are beyond the consumer's control.
D) Measures of attitude often do not really correspond to the behavior they are supposed to predict.
Q4) Describe the functional theory of attitudes and its components (functions).
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Chapter 8: Decision Making
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Sample Questions
Q1) Latrell finds that every time he goes to select athletic shoes, he always buys the same brand. In fact, he doesn't even remember trying on any of the other competitive brands even though some of these brands have attractive styles and prices. Latrell's purchase decision process has become one of less and less effort. Latrell's decision process is an example of ________.
A) cognitive dissonance
B) information discrimination
C) ineptness
D) inertia
Q2) Which of the following describes the visual nature of a social game?
A) platform
B) mode
C) milieu
D) genre
Q3) Demonstrate how a marketer could use neuromarketing to advance the cause of his product. You may use any example you choose for your demonstration.
Q4) Define compensatory rules used in purchase decision-making. Identify and describe the rules that might fall under this category.
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Chapter 9: Buying and Disposing
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Sample Questions
Q1) In a(n) ________, consumers participate in the production of the products or services they buy.
A) pop-up store
B) minipreneur shop
C) activity store
D) sharing site
Q2) Why are modern industrialized societies dependent upon the cultural perception of linear separable time?
Q3) Jason loves to go to Borders Bookstore in the evening. In addition to looking at books, he is able to meet interesting people in the store's coffeehouse, where local artists perform soft jazz. Because the other consumers in Borders might affect Jason's purchases, we call them ________.
A) shopping partners
B) peers
C) co-consumers
D) clients
Q4) A typical utilitarian shopping motive is interpersonal attraction.
A)True
B)False
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Chapter 10: Organizational and Household Decision Making
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Sample Questions
Q1) Michelle Roberts has a tough job at PJK Tile. She has to examine information from vendors and decide which of these vendors (and their proposals) should be presented to her company's purchasing group. No one at PJK Tile sees more information on vendors than Michelle. Which of the following roles does Michelle fulfill for PJK Tile?
A) initiator
B) influencer
C) gatekeeper
D) buyer
Q2) Which of the following findings would most strongly support the theory that gender convergence is increasing in American married couples?
A) Partners in married couples are increasingly making autonomic decisions about transportation.
B) Partners in married couples are making fewer consensual purchase decisions about clothing.
C) Partners in married couples are making fewer accommodative purchase decisions about vacations.
D) Partners in married couples are increasingly making syncretic decisions about furnishings for the home.
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Chapter 11: Groups and Social Media
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90 Flashcards
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Sample Questions
Q1) The pressure to conform that escalates as more and more group members "cave in" is called the ________ effect.
A) polarization
B) bandwagon
C) loafing
D) homophily
Q2) Political candidates who get the most media exposure are more likely to win an election because of the effect of ________ in determining one's set of referents.
A) propinquity
B) mere exposure
C) group cohesiveness
D) reference bias
Q3) Every summer, thousands of bikers converge on Sturgis, South Dakota, filling up every campground, motel, and hotel within miles of the city. This annual meeting is an example of a gathering of a(n) ________.
A) normative clan
B) consumer tribe
C) maven network
D) aspirational group
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Page 13
Chapter 12: Social Class and Lifestyles
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90 Flashcards
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Sample Questions
Q1) Consumers use a set of products called a(n) ________ to define, communicate, and perform social roles.
A) brand prominence
B) consumption constellation
C) restricted code
D) elaborated code
Q2) The field of ________ is concerned with the "human" side of economic decisions (including the biases in decision making).
A) clinical psychology
B) microeconomics
C) macroeconomics
D) behavioral economics
Q3) Which of the following is NOT a reason cited by your text that marketers have failed to use social class information as effectively as they could?
A) They have ignored status inconsistency.
B) They have ignored intergenerational mobility.
C) They have ignored consumers' aspirations to change their class standing.
D) They have ignored the impact of technology on social class.
Q4) Explain the concept of social mobility and its various forms.
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Chapter 13: Subcultures
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90 Flashcards
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Sample Questions
Q1) Demographically, which of the following are the two most important characteristics of the Hispanic American market?
A) It is a mature group with money to spend.
B) It is a young group that has stabilized its growth rate in recent years.
C) It is a young group that is now almost totally bilingual.
D) It is a young group and the Hispanic family tends to be large in size.
Q2) Explain how religion can influence consumption. Explain two examples.
Q3) Researchers measure ________ on dimensions that include "feel-age" and "look-age."
A) chronological age
B) perceived age
C) age cohort
D) social age
Q4) The term Asian refers to 20 ethnic groups, the largest of which is Chinese.
A)True
B)False
Q5) Explain the term acculturation and indicate how the progressive learning model might be used by marketers.
Q6) What is the difference between a subculture and a microculture?
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Q7) Who are "born-again Christians," and why are marketers interested in this group?
Chapter 14: Culture
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90 Flashcards
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Sample Questions
Q1) Which of the following is NOT one of the three distinct stages of gift-giving rituals?
A) convention
B) gestation
C) presentation
D) reformulation
Q2) ________ consumption occurs with objects and events that are considered to be ordinary and everyday.
A) Profane
B) Sacred
C) Objectified
D) Ritualized
Q3) In the cultural production process, the people who control the flow of information between producers and customers are called ________.
A) lead users
B) cultural gatekeepers
C) cultural transformers
D) innovators
Q4) Define monomyth. Give an illustration.
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Page 16