Brand Management
Pre-Test Questions
Course Introduction
Brand Management explores the strategic and tactical aspects of developing, maintaining, and growing brands in competitive markets. The course covers key concepts such as brand equity, brand positioning, and brand identity, examining how organizations create value through effective brand strategies. Students will analyze case studies and real-world examples to understand the importance of brand communication, brand extension, and global branding. By the end of the course, participants will gain the skills needed to assess brand performance, develop cohesive branding plans, and leverage branding as a critical asset for organizational success.
Recommended Textbook
Contemporary Marketing 17th Edition by Louis E. Boone
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Chapter 1: Marketing: the Art and Science of Satisfying Customers
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Sample Questions
Q1) Tim Howard,the goal keeper for the U.S.Men's soccer team,has just signed a major marketing deal with your company.You plan to utilize him in a variety of marketing campaigns leading up to the 2018 Men's Soccer World Cup in Russia.Which one of the following categories of nontraditional marketing will you emphasize in this situation?
A)Sports marketing
B)Person marketing
C)Social media marketing
D)Place marketing
E)Event marketing
Answer: B
Q2) Which of the following refers to marketing myopia?
A)A companywide consumer orientation with the objective of achieving long-run success
B)A market in which there are more buyers for fewer goods and services
C)A management's failure to recognize the scope of its business
D)A market in which there are more goods and services than people willing to buy them
Answer: C
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Chapter 2: Strategic Planning in Contemporary Marketing
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Sample Questions
Q1) One of General Electric's business units produces a variety of light bulbs and generates healthy revenue.The revenues of this business unit are used to finance the growth of other business units with higher growth potentials.How would this unit be classified on the BCG market share/market growth matrix?
A)Cash cow
B)Star
C)Question mark
D)Dog
Answer: A
Q2) How does planning differ at various levels of organizational management?
Answer: a)Top managers spend greater proportions of their time engaged in strategic planning than managers at middle and supervisory levels.
b)Middle-level managers tend to focus on operational planning,which involves creating and implementing tactical plans for their own departments.
c)Supervisory personnel engage in developing daily and weekly programs for meeting the goals in their areas of responsibility.
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Chapter 3: The Marketing Environment, ethics, and Social Responsibility
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Sample Questions
Q1) Artisanal Brands,Inc.markets and distributes a line of specialty,artisanal,and farmstead cheese products in the United States.The company gives bulk discounts to their wholesalers.The result is that smaller stores are getting the products at a higher rate as compared to supermarkets and large shopping chains.These stores will be protected under the _____.
A)Sherman Antitrust Act
B)Robinson-Patman Act
C)Wheeler-Lea Act
D)Celler-Kefauver Act
Answer: B
Q2) Define environmental scanning.How does it contribute to environmental management?
Answer: Environmental scanning is the process of collecting information about the external marketing environment to identify and interpret potential trends.The goal of this process is to analyze the information and decide whether these trends represent significant opportunities or pose major threats to the company.Environmental scanning is a vital component of environmental management as it analyzes the various components of the marketing environment so that the marketers can predict changes and align their strategies to tackle the changes.
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Chapter 4: Social Media: Living in the Connected World
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Sample Questions
Q1) Jason's Foods is a manufacturer of organic food products.The company is planning to market its products through social media sites and has developed effective strategies for the marketing campaign.The marketing team plans to use messages that focus on the health benefits of organic foods in order to generate greater awareness about its products and engage its target audience in the conversation.In doing so,the marketing team of Jason's Foods would be engaging in _____.
A)social media monitoring
B)content marketing
C)behavioral targeting
D)social bookmarking
Q2) Experts recommend that marketers refrain from scheduling content more than a week away in order to avoid confusion that might arise owing to shifts in consumer responses.
A)True
B)False
Q3) Define social media.What are the basic forms of social media?
Q4) Explain with the help of an example how violation of privacy laws and guidelines could destroy a company's reputation.
Q5) Outline some tips for landing a job in social media marketing.
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Chapter 5: E-Business: Managing the Customer Experience
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Sample Questions
Q1) Big Martin Corporation uses its website to target customers and promote its products.Big Martin is engaged in:
A)integrated marketing.
B)Web services.
C)e-marketing.
D)online trading.
Q2) References to the Internet's global reach have to do with its:
A)ability to communicate with consumers located anywhere in the world.
B)capacity to overcome cultural barriers between nations.
C)power to insulate national economies from events occurring outside their borders. D)ability to use a single language, English, to communicate with world markets.
Q3) A company can use its advertising cost,site traffic,and conversion rate data to find out the cost to win each customer.
A)True
B)False
Q4) Why is privacy a major concern for consumers? What are the measures taken by online marketers to assuage such fears?
Q5) What is meant by e-business? Name the five broad categories of e-business.
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Chapter 6: Consumer Behavior
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Sample Questions
Q1) Ayden is shopping at the local Costco on a Saturday afternoon and loves trying all the product samples.He's learned that he can usually try 5 to 7 different products while he's shopping in the store and the samples almost always taste great! He usually purchases the sampled item because he likes the taste and knows that he'll use it once he gets the item home.What type of marketing technique is utilized by offering product samples?
A)shaping
B)subliminal perception
C)perceptual screens
D)motivations
Q2) The cognitive component of attitude essentially deals with feelings or emotional reactions.
A)True
B)False
Q3) Opinion leaders rise to prominence because of their interest and expertise in certain products.
A)True
B)False
Q4) Define cognitive dissonance.How can marketers manage a consumer's cognitive dissonance?
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Chapter 7: Business-To-Business B2bmarketing
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Sample Questions
Q1) Efforts to restore worn-out products to like-new condition is called _____.
A)reverse engineering
B)merchandising
C)remanufacturing
D)over-engineering
Q2) Relationships in consumer markets are often more complex than those in business-to-business markets.
A)True
B)False
Q3) Purchases made under cost-reimbursement contracts offer more profit potential to the government than the fixed price contracts.
A)True
B)False
Q4) The practice of using outside vendors to provide goods and services that were formerly produced in-house is known as _____.
A)outsourcing
B)sole sourcing
C)supply chain inversion
D)leasing
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Chapter 8: Global Marketing
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Sample Questions
Q1) A regional business association has asked you to participate in a panel discussion about NAFTA.Your company has benefited greatly from this accord,so you plan to strongly defend it.However,you must prepare to counter common criticisms of NAFTA,including:
A)It may encourage dumping of United States goods into Canada.
B)It may cause the loss of United States jobs to cheap labor in Mexico.
C)It is leading to controversial political integration among the member nations.
D)It includes an unwieldy number of member nations.
E)It has not been in existence long enough to have an effect.
Q2) Experts are of the opinion that CAFTA's economic impact is likely to be relatively large compared with NAFTA.
A)True
B)False
Q3) Establishing a free trade area is the simplest way to achieve multinational economic integration.
A)True
B)False
Q4) The United States leads the world in retailing and service exports.
A)True
B)False
Page 10
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Chapter 9: Market Segmentation, targeting, and Positioning
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Sample Questions
Q1) The most common method of market segmentation is:
A)product based segmentation.
B)demographic segmentation.
C)economic segmentation.
D)psychographic segmentation.
Q2) The company,Eco Nuts was featured on Shark Tank and has become one of the show's success stories due to the growing acceptance of their product as an alternative to traditional laundry detergent.The company typically targets women,aged 40 to 65 who have total annual household income above $60,000 and are concerned about sustainability.What step in the market segmentation process has Eco Nuts utilized with this description?
A)develop a relevant profile for each segment
B)forecast market potential
C)forecast probably market share
D)select specific market segments
Q3) Not-for-profit organizations practice market segmentation.
A)True
B)False
Q4) The practice of dividing an overall market into homogeneous groups based on the location is called _____.
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Chapter 10: Marketing Research in the Era of Big Data
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Sample Questions
Q1) A(n)_____ is a probability sample in which every individual in the relevant universe has an equal opportunity of being selected.
A)accidental sample
B)convenience sample
C)quota sample
D)simple random sample
Q2) A marketing research organization that regularly provides a standardized set of data to all customers is called a full-service research supplier.
A)True
B)False
Q3) The size and organizational form of the marketing research function is usually independent of the structure of the company.
A)True
B)False
Q4) Census data is an example of primary data.
A)True
B)False
Q5) Explain the concept of marketing intelligence and the use of metrics.
Q6) Explain the origins of the era of big data in marketing research.
Page 12
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Chapter 11: Relationship Marketing and Customer
Relationship Management Crm
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Sample Questions
Q1) Customers prefer to have continuing relationships with businesses or suppliers because:
A)it helps the consumers in the process of benchmarking.
B)by nature, customers are resistant to change and prefer preexisting relationships with businesses.
C)the decision-making process becomes easier with the reduction in the number of choices.
D)most businesses have low switching costs which make them attractive to have continued relationships with.
Q2) A successful customer relationship management system reorganizes the business processes to deliver superior value to the customers by:
A)decentralizing the marketing data.
B)bringing down a firm's reliance on expensive word-of-mouth marketing.
C)expanding the response time for customer queries to increase their satisfaction.
D)empowering customers to find information they need to manage their own orders.
Q3) Explain cobranding and comarketing.Give an example of each.
Q4) What are some of the qualities shared by successful CRM systems?
Q5) Discuss national account selling.List some of its advantages.
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Chapter 12: Product and Service Strategies
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Sample Questions
Q1) A company may limit its growth potential when it concentrates on a single product.
A)True
B)False
Q2) A tech company is set to release a new watch with a built-in exercise and cholesterol monitor around the holidays.Because the product is new to the market,consumers know very little about it.The company wants to ensure that by the time the holiday season arrives,consumers are well-informed and ready to make major purchases. Required:
Which of the following steps should the company take to market its new product efficiently?
A)limit the number of distribution channels
B)develop a campaign that focuses on product features
C)highlight the drawbacks of competing products on the market
D)spend money on fine-tuning the product rather than on marketing
E)establish a call center so consumers can phone and have their questions answered
Q3) Define product.How do marketers perceive products?
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Chapter 13: Developing and Managing Brand and Product Categories
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Sample Questions
Q1) Describe the stages involved in the consumer adoption process.
Q2) Cannibalization is the loss of sales of an existing product due to competition from a new product introduced into the market by a competing firm.
A)True
B)False
Q3) Nivea works for Bonbon,a fair-trade chocolate company based in California.In addition to being recognized for the delicious,low fat treats the company manufactures,Bonbon is also known for fair labor practices at its factories.When interviewed,83% of the company's loyal customers said when they couldn't find Bonbon products for purchase in local stores,they ordered them online rather than buy substitute products.
Which type of brand loyalty is illustrated here?
A)brand insistence
B)brand preference
C)brand recognition
D)brand name
E)brand competition
Q4) What are generic products? Give an example of a generic product.
Q5) Briefly describe the three stages of brand loyalty.
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Chapter 14: Marketing Channels and Supply Chain Management
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Sample Questions
Q1) Water carriers continue to control the largest share of the freight business as measured by ton-miles.
A)True
B)False
Q2) The traditional channel for consumer goods proceeds from producer to:
A)the ultimate consumer or user.
B)agent to wholesaler to consumer.
C)agent to the ultimate user.
D)wholesaler to retailer to user.
Q3) Tandy Corporation has its own distribution network that transports its products to its own retail stores.This is an example of a corporate marketing system.
A)True
B)False
Q4) When a producer grants exclusive rights to a wholesaler or retailer to sell its products in a specific geographic region it practices intensive distribution.
A)True
B)False
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Chapter 15: Retailers, wholesalers, and Direct Marketers
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Sample Questions
Q1) David is recently divorced and his ex-wife took most of their kitchen equipment when she relocated.He's decided to host a Pampered Chef party and invite friends who enjoy cooking.He knows that they will enjoy sampling various dips and dishes and will likely buy an item or two.He can purchase Pampered Chef items at a discount and may even earn free items as a benefit of hosting the party.Pampered Chef is classified as a(n):
A)direct sales retailer
B)mass merchandiser
C)specialty retailer
D)retail cooperative
Q2) Mass merchandisers usually provide the same depth of assortment as a department store within each product line.
A)True
B)False
Q3) Specialty stores typically carry convenience and shopping goods.
A)True
B)False
Q4) Most of the specialty stores are chain outlets with large-scale operations.
A)True
B)False
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Chapter 16: Integrated Marketing Communications, advertising,
and Public Relations
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Sample Questions
Q1) The advertiser's challenge in interactive advertising is to gain and hold consumer interest in an environment where these individuals control what they want to see.
A)True
B)False
Q2) Persuasive advertising is typically used in the latter part of the maturity stage and throughout the decline stage of the product lifecycle.
A)True
B)False
Q3) An IMC strategy helps marketers create a unified personality for the product by choosing the right elements from the promotional mix to send the message.
A)True
B)False
Q4) An IMC strategy sends product-focused messages.
A)True
B)False
Q5) Publicity is the marketing-oriented aspect of public relations.
A)True
B)False
18
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Chapter 17: Personal Selling and Sales Promotion
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Sample Questions
Q1) A straight salary plan for sales representatives gives management more control over how sales personnel allocate their efforts.
A)True
B)False
Q2) Sales promotions encourage immediate action as they impose limited time frames.
A)True
B)False
Q3) You are conducting interviews for new sales representatives for your electronics firm.You are primarily looking for candidates that you believe can be successful in developing new business and selling to new customers.Your current staff is full of sales representatives who are exceptional at generating repeat sales. You will be looking for personal sales personnel who are proficient in which kind of sales task?
A)order processing
B)support personnel
C)creative selling
D)missionary selling
E)technical sales reps
Q4) Briefly describe the three basic sales tasks.
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Chapter 18: Pricing Concepts
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Q1) Overall organizational objectives and more specific marketing objectives guide the development of pricing objectives,which in turn lead to the development and implementation of more specific pricing policies and procedures.
A)True
B)False
Q2) State fair-trade laws were made invalid by the enactment of the Consumer Goods Pricing Act of 1975.
A)True
B)False
Q3) Modified breakeven analysis combines the traditional breakeven analysis model with an evaluation of advertising effectiveness to influence consumer purchases.
A)True
B)False
Q4) Prestige pricing objectives emphasize:
A)quality and exclusivity.
B)revenue maximization.
C)cost minimization.
D)sales maximization.
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Chapter 19: Pricing Strategies
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Q1) What are allowances? What are the major categories of allowances?
Q2) How do buyers and sellers handle transportation costs? What are the alternative policies that sellers implement for handling transportation costs in their pricing policies?
Q3) In a recent special promotion,any customer who brought in a toaster oven,working or not,was given a $50 credit toward the purchase of a new microwave oven.This is an example of a:
A)functional discount.
B)promotional allowance.
C)cash discount.
D)trade-in.
Q4) When the price of Cheerios cereal is displayed as 14.7 cents per ounce,this is an example of _____ pricing.
A)odd
B)commodity
C)unit
D)penetration
Q5) Almost half of all eBay transactions occur at fixed prices.
A)True
B)False
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Chapter 20: Developing an Effective Marketing Plan
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Sample Questions
Q1) The facilities plan estimates the firm's employment needs and the skills necessary to achieve organizational goals.
A)True
B)False
Q2) A firm's goals should be specific and measurable.
A)True
B)False
Q3) Describe the different components of a business plan.
Q4) A marketing plan is not reevaluated once it is completely implemented.
A)True
B)False
Q5) Every marketing plan requires a budget,a time schedule for implementation,and a system for monitoring the plan's success or failure.
A)True
B)False
Q6) A firm's marketers must write a marketing plan before formulating an overall marketing strategy.
A)True
B)False
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Chapter 21: Financial Analysis in Marketing
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Sample Questions
Q1) Receivables are collected credit sales.
A)True
B)False
Q2) What is a markup? What are the two marketing decisions that decide the amount of markup? Explain why a markup is important to a marketer.
Q3) An income statement is a snapshot of what a company owns (called assets)and what it owes (called liabilities)at a point in time.
A)True
B)False
Q4) In the context of financial statements,which of the following represents the systematic reduction over time in the value of certain company assets?
A)Depreciation
B)Attrition
C)Recession
D)Deduction
Q5) All successful organizations have the same inventory turnover ratio.
A)True
B)False
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