Brand Management
Question Bank
Course Introduction
Brand Management explores the strategic process of creating, maintaining, and enhancing brand equity in competitive markets. The course covers foundational theories of branding, the psychological and cultural dimensions influencing consumer perceptions, and practical tools for developing strong, differentiated brands. Students examine brand positioning, identity, architecture, and communications, as well as methods for measuring and revitalizing brands over time. Case studies and real-world examples provide insights into brand success and challenges across industries, equipping students with the skills needed to build and sustain powerful brands in a dynamic business environment.
Recommended Textbook Consumer Behavior Buying Having and Being Global 12th Edition by Michael R. Solomon
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14 Chapters
1284 Verified Questions
1284 Flashcards
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Page 2
Chapter 1: Buying,Having,and Being: An Introduction to Consumer Behavior
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92 Verified Questions
92 Flashcards
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Sample Questions
Q1) Global consumer culture and popular culture are interchangeable terms.
A)True
B)False
Answer: False
Q2) A product that helps to establish the user's identity is called ________.
A) self-concept attachment
B) interdependence
C) love
D) nostalgic attachment
Answer: A
Q3) The way consumers feel about themselves,the things they value,and the things they like to do in their spare time are part of how marketers segment using ________.
A) gender
B) age
C) social class
D) lifestyle
Answer: D
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Page 3
Chapter 2: Consumer and Social Well-Being
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96 Verified Questions
96 Flashcards
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Sample Questions
Q1) Which of the following is a benefit organizations receive when customers complain?
A) Opportunity to correct the situation
B) Word-of-mouth about the product
C) Differential advantage
D) Market regulation
Answer: A
Q2) Which of the following is NOT an element common to destructive consumer behavior?
A) Strong feelings of regret
B) Feeling like there is no choice
C) Feeling short-lived gratification
D) Feeling in charge of life
Answer: D
Q3) Which of the follow issues is related to consumer behavior?
A) Consumerism
B) Literacy
C) Product disposal
D) All of the above are related.
Answer: D
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Page 4
Chapter 3: ++Perception
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94 Verified Questions
94 Flashcards
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Sample Questions
Q1) Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors.
A)True
B)False
Answer: True
Q2) A consumer's ability to detect a difference between two stimuli is relative to the strength of those stimuli.
A)True
B)False
Answer: True
Q3) Consumers are more likely to be aware of stimuli that relate to their current needs.This is an example of perceptual vigilance.
A)True
B)False
Answer: True
Q4) Sensory marketing has proven to be largely ineffective as a marketing approach.
A)True
B)False
Answer: False
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Chapter 4: Learning Memory
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95 Flashcards
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Sample Questions
Q1) As May-Lee considers her purchase of shoes,she shifts back and forth between thinking about claims made by different brands,remembering what she has seen,and considering her emotional responses to various brands.Which term describes what May-Lee is doing?
A) Spreading activation
B) Advertising decay
C) Chunking
D) Scalar processing
Q2) A cognitive framework we develop through experience is called ________.
A) scripting
B) schema
C) beliefs
D) meaning
Q3) Explain how frequency marketing works.
Q4) When a consumer learns a desired behavior over a period of time,it is called ________.
A) shaping
B) conditioning
C) repetition
D) extinction
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Chapter 5: Motivation and
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Sample Questions
Q1) Goals can be considered positive or negative.This is an expression of a goal's
A) direction
B) valence
C) strength
D) dissonance
Q2) Drive theory focuses on psychological needs that produce unpleasant states of arousal (e.g.,your feelings are hurt when someone is critical of your appearance).
A)True
B)False
Q3) Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries).He knows that the nutritional value of the fresh green vegetables will be great for his health.Rico is satisfying hedonic needs with his actions.
A)True
B)False
Q4) Explain the expectancy theory.
Q5) List the primary needs displayed in Maslow's hierarchy of needs.Give an example of a product that fits each need form.
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Chapter 6: The Self: Mind, Gender, and Body
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Sample Questions
Q1) One of the most important levels of the extended self is the family level.
A)True
B)False
Q2) Western cultures tend to subscribe to an independent understanding of the self,which emphasizes the inherent separateness of each individual.
A)True
B)False
Q3) A person's physical appearance is large part of his or her ________.
A) inner pattern
B) self-concept
C) group status
D) cultural right
Q4) The ________ refers to our more realistic appraisal of the qualities we have and don't have.
A) ideal self
B) inner self
C) actual self
D) outer self
Q5) Define self-concept.
Q6) Explain and give a brief example of symbolic self-completion theory.
Page 8
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Chapter 7: Personality, Lifestyles, and Values
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Sample Questions
Q1) Customs,mores,and conventions are all different types of which of the following?
A) Socialization agents
B) Values
C) Crescive norms
D) Core perspectives
Q2) Lifestyles are identified by a convergence of personality,product and setting.
A)True
B)False
Q3) Instead of spending the weekend working on the research paper due at the end of next week,Andrew decided to spend the weekend going out with friends.According to Freudian theory,which system dominated in Adam's decision?
A) The id
B) The superego
C) The anti-ego
D) The ego
Q4) According to the 80/20 rule,only 20 percent of a product's users account for 80 percent of the volume of product a company sells.
A)True
B)False
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Chapter 8: Attitudes and Persuasive Communication
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Sample Questions
Q1) Tyler told a local journalist about an upcoming astrological event,and the reporter printed the information in the newspaper the next day.A local college professor who specializes in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case,Tyler and the journalist created a situation in which reporting bias has occurred.
A)True
B)False
Q2) The functional theory of attitudes was initially developed to explain how ________.
A) people identify with products
B) attitudes facilitate social behaviors
C) attitudes are learned from family and friends
D) attitudes change over an individual's lifetime
Q3) The utilitarian function relates to the basic principles of reward and punishment. A)True
B)False
Q4) What are four major psychological principles that can influence people to change their minds or comply with a request? Be specific in your answer.
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10
Chapter 9: Decision Making
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Sample Questions
Q1) When using the ________ rule of decision making,a consumer evaluates brands on the most important attribute,but specific cutoffs are imposed.
A) lexicographic
B) elimination-by-aspects
C) conjunctive
D) compensatory
Q2) Decisions driven by our emotional responses to a product are called ________.
A) affective
B) habitual C) cognitive
D) compensatory
Q3) In a consensual purchase decision,the group agrees on the desired purchase.
A)True
B)False
Q4) List and describe the three "buckets" of consumer decision making.
Q5) Define problem recognition.Show how problems can arise.Give a brief example to illustrate the problem recognition process.
Q6) Define a hybrid product and give an example.
Q7) What are determinant attributes?
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Chapter 10: Buying, Using, and Disposing
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) A group composed of people that the consumer actually knows is called a(n)________ reference group.
A) aspirational
B) tribal
C) membership
D) networked
Q2) Anna Jeter has a sudden urge she couldn't resist to buy a new purse; she was engaging in ________.
A) unplanned buying
B) point of purchase stimuli
C) impulse buying
D) none of the above
Q3) Clothing choices are often heavily influenced by the situation in which the consumer needs to wear them.
A)True
B)False
Q4) Time poverty is creating opportunities for many new products that allow people to multitask.
A)True
B)False
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Chapter 11: Groups and Social Media
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Sample Questions
Q1) Home shopping parties may activate the risky shift or ________,in which the individual at the party may get so caught up in the party spirit that he orders products that he would normally not purchase.
A) deindividuation
B) homophily
C) surrogate shift
D) principle of least interest
Q2) Explain the term "lurkers" as it relates to social media.
Q3) Every summer,thousands of motorcycle enthusiasts converge at Sturgis,South Dakota,for a motorcycle rally.They fill up every campground,motel,and hotel,in the vicinity.This annual illustrates a(n)________.
A) normative clan
B) consumer tribe
C) maven network
D) aspirational group
Q4) A person or group with the means to provide positive reinforcement is said to have expert power.
A)True
B)False
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Chapter 12: Income and Social Class
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Sample Questions
Q1) Hundreds of millions of consumers around the world have the purchasing power to afford higher quality products.This consumer group,known as the ________,tend to buy affordable cars rather than luxury cars.
A) plutonomy
B) taste culture
C) leisure class
D) mass class
Q2) Explain the difference between restricted codes and elaborated codes.
Q3) What modern American ceremony would come closest in intent to a Native American potlatch?
A) A baptism
B) A marriage
C) A university graduation
D) The celebration ordered by a large company that has gained a new lucrative contract
Q4) The American rich often indulge in luxury goods while pinching pennies on everyday items.
A)True
B)False
Q5) Explain the term "nouveau rich."
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Chapter 13: Subcultures
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Sample Questions
Q1) Marketers must know the needs and wants of their customers.Which of the following presents the most accurate picture of the typical elderly consumer today?
A) Most are old, infirm, depressed, stay-at-home people who live a hand-to-mouth existence.
B) Most are active, interested in what life has to offer, and are enthusiastic consumers with the means and willingness to buy many goods and services.
C) Most live with their children, have little savings, and have an increasingly difficult time adjusting to the changing technical world around them.
D) Most have refused government support and are going through a hermitization process. They don't trust anyone under 60.
Q2) Briefly explain how teens have been found to use ridicule to exchange information about consumption norms and values.
Q3) Gen Y'ers are at home in ________,which communicates by texting and IMing.
A) thumb culture
B) the tween market
C) the gray market
D) microculture
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Page 15
Chapter 14: Culture
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Sample Questions
Q1) Tory Burch flats,cage-free eggs,electric cars,selfies,and high tech furniture are part of the ________.
A) lifestyle movement
B) value movement
C) cultural movement
D) marketing concept movement
Q2) Consumers who always are on the lookout for novel products or services and who are first to try something new are ________.
A) continuous innovation
B) early adopters
C) innovators
D) laggards
Q3) ________ is a myth that explains the origins of existence.
A) Cosmological
B) Metaphysical
C) Sociological
D) Psychological
Q4) Hong Kong Disneyland is an example of an emic perspective.
A)True
B)False
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