Brand Management Review Questions
Course Introduction
Brand Management explores the strategic and tactical aspects of building, positioning, and sustaining strong brands in competitive markets. The course covers core concepts such as brand equity, brand identity, and brand architecture, as well as the processes involved in launching new brands and revitalizing existing ones. Students examine case studies and industry best practices to understand how brands create value for organizations and consumers, analyzing how brands are managed across different media and channels. Emphasis is placed on real-world applications, measurement of brand performance, and developing strategies for long-term brand success in a rapidly changing business environment.
Recommended Textbook
Consumer Behavior Buying Having and Being 11th Edition by Michael R. Solomon
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12 Chapters
1070 Verified Questions
1070 Flashcards
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Chapter 1: Buying, Having, and Being: an Introduction to Consumer Behavior
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90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/28599
Sample Questions
Q1) Brands like Colgate that are a part of a user's every day existence likely relate to customers with a(n) ________ type of relationship.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Answer: C
Q2) When a person buys a product for emotional reasons, we can say that the need is ________.
A) utilitarian
B) functional
C) interdependent
D) hedonic
Answer: D
Q3) Consumers who share demographic characteristics such as ethnicity and age can have very different lifestyles.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Decision-Making and Consumer Behavior
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) When is a consumer most likely to engage in cognitive decision-making?
A) This decision mode is most common when the decision is related to the person's self-concept and the outcome has a high degree of risk.
B) This decision mode is most common when the decision is related to the person's past behavior and product reinforcements.
C) This decision mode is most common when acceptable products are already contained within the consumer's evoked set.
D) This decision mode is most common when the decision is related to products that are considered to have low self-concept involvement.
Answer: A
Q2) According to the theory called ________, a company can make money if it sells small amounts of items that only a few people want if the company sells enough different items.
A) feature creep
B) the long tail
C) Zipf's Law
D) neuromarketing
Answer: B
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4
Chapter 3: Cultural Influences on Consumer Decision-Making
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87 Verified Questions
87 Flashcards
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Sample Questions
Q1) Anna's best friend Aubrey was getting married. Anna spent a lot of time thinking of the perfect gift. She was so excited about the gift that she gave it to Aubrey before the wedding. Aubrey cried and told Anna that she would never in her life have a better friend. Reformulation is the proper term for the new bond between Anna and Aubrey.
A)True
B)False
Answer: True
Q2) Crescive norms are ________.
A) strict "must do" rules of behavior in a society
B) followed only by the females of a culture
C) associated with monetary rewards and punishments
D) subtle rules discovered as we interact with others
Answer: D
Q3) In the modern holiday rituals of Christmas, the figures of Christ and Santa can be seen as binary opposites; one promotes selflessness while the other promotes materialism.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Consumer and Social Well Being
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Seventh Generation sells a line of cleaning products which is made from environmentally-friendly ingredients. This is an example of ________.
A) cause marketing
B) sustainability marketing
C) conscientious consumerism
D) green marketing
Q2) Explain the meaning of a triple bottom-line orientation.
Q3) Why are disabilities among consumers an issue of concern for marketers?
Q4) The concept of "cradle to cradle" means that we should market to consumers from the time they are born until the time they give birth.
A)True
B)False
Q5) Cash losses due to shoplifting and employee theft are called ________.
A) accounts receivable
B) unrecoverables
C) shrinkage
D) fraud
Q6) Explain the role social marketing plays in public policy.
Q7) Why would Amazon.com create a separate e-commerce site for green products?
Page 6
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Chapter 5: Perception
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90 Verified Questions
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Sample Questions
Q1) Jason and Mark were talking in class, but so was everyone else. As they continued to discuss their day's adventures, it suddenly became clear to them that the teacher was staring at them. They didn't realize that the class had been called to order and what was once only one conversation among many was now disruptive. Jason apologized quickly, and the teacher resumed her normal activities. This is a good example of how a consumer's ability to detect a difference between two stimuli is ________.
A) absolute
B) negligible
C) relative
D) embedded
Q2) Which of the following refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?
A) sound symbolism
B) audio watermarking
C) semiotics
D) the principle of similarity
Q3) Advertising has increasingly become less effective because of increased clutter. How can advertisers use contrast to cut through the clutter?
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7
Chapter 6: Learning and Memory
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Sample Questions
Q1) Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success?
A) Too much repetition was decreasing the strength of the CS, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company.
B) Customers confused Scott's logo with the logo of Scott's competitors, making cognitive learning incomplete.
C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule.
D) Over time the logo became boring, and customers punished Scott's company by buying competitors' products as a type of revenge for their boredom.
Q2) Why would short-term memory be greatly impaired, or perhaps made impossible, without sensory memory?
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Page 8
Chapter 7: The Self
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87 Verified Questions
87 Flashcards
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Sample Questions
Q1) ________ refers to the positivity of a person's self-concept.
A) Social comparison
B) Self-esteem
C) Self-image
D) Self-concept
Q2) Frank Simms has decided to use Yoda (the "old wise man" from Star Wars) to promote a new model of a notebook computer. Upon which of the following psychologist's ideas has Frank based his advertising strategy?
A) Karen Horney
B) Sigmund Freud
C) Carl Jung
D) Leo Burnett
Q3) Most Freudian applications in marketing relate to the product's ________.
A) brand personality
B) hidden values
C) competitive advantage
D) sexual symbolism
Q4) Discuss the extended self and provide a description for each level of the extended self.
Q5) Explain how the concept of self-esteem is used in advertising.
Page 9
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Chapter 8: Attitudes and Persuasion
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Sample Questions
Q1) The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.
A) balance theory
B) repetition theory
C) halo theory
D) two-factor theory
Q2) Attitude researchers have developed the concept of a hierarchy of effects to explain ways to study attitudes and their formation. List and briefly describe each of the three hierarchies that were presented in the chapter. Be explicit with your description.
Q3) Most messages merely present one or more positive attributes about a product or reasons to buy it. Which of the following best describes this approach to communicating a message?
A) supportive arguments
B) countervailing arguments
C) refutational arguments
D) direct arguments
Q4) Describe the functional theory of attitudes and its components (functions).
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Chapter 9: Group and Situational Effects on Consumer Behavior
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied is said to have ________ power.
A) referent
B) informational
C) legitimate
D) coercive
Q2) A typical antecedent state that a consumer might experience as he or she approaches the purchase environment is ________.
A) time pressure
B) sales interactions
C) product disposal
D) point-of-purchase stimuli
Q3) A good metaphor for women whose timestyles are spontaneous in their planning orientation and have a present focus is "Time is a mirror."
A)True
B)False
Q4) Describe the concepts of normative influence and comparative influence among reference groups.
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Chapter 10: Consumer Identity I: Sex Roles and Subcultures
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Identify the "Big Three" American subcultures. Discuss size and growth characteristics.
Q2) Which of the following is the WEAKEST argument against using ethnic symbolism in marketing messages?
A) Few ethnic subcultures today have powerful stereotypes the general public associates with them.
B) Members of ethnic subcultures have increasing economic power.
C) Symbols that once seemed acceptable may come to be seen as negative.
D) Marketers may not understand possible negative interpretations of ethnic symbolism.
Q3) When Erica converted to Catholicism as an adult, she, by definition, entered into an ethnic subculture.
A)True
B)False
Q4) Americans over age 50 are the focus of almost 50 percent of advertising.
A)True
B)False
Q5) The typical immigrant today in the United States is most likely from Europe. A)True
B)False
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Chapter 11: Consumer Identity 2: Social Class and Lifestyles
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87 Verified Questions
87 Flashcards
Source URL: https://quizplus.com/quiz/28601
Sample Questions
Q1) Mothers with preschool children are the fastest-growing segment of working people.
A)True
B)False
Q2) Which of the following questions would be LEAST likely to appear on a questionnaire designed to determine consumer confidence?
A) "Would you say that you and your family are better off or worse off financially than a year ago?"
B) "Will you be better off or worse off a year from now?"
C) "Are you happy with your employer and job?"
D) "Do you plan to buy a car in the next year?"
Q3) Tian Zhao's parents were peasants from central China. Tian got a degree in electronics from a university and now works for a medium-sized technology firm. Tian recently purchased a Canon camera and a Dell computer, and he wears Nike running shoes. He shares an apartment with a co-worker and hopes to buy a house in five years. Tian is a member of the mass class.
A)True
B)False
Q4) Explain the concept of social mobility and its various forms.
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Page 13
Chapter 12: Networked Consumer Behavior:
Word-Of-Mouth, Social Media, and Fashion
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Opinion leaders are likely to also be opinion seekers.
A)True
B)False
Q2) Compare and contrast the trickle-down, trickle-up, and trickle-across theories.
Q3) Shoppers on Amazon.com can search for products using words like "must read" and "girl power." These categorizations are based on a ________.
A) folksonomy
B) taxonomy
C) genre
D) milieu
Q4) The idea of the wisdom of crowds explains why groups of people often come up with more creative solutions to problems than individuals do.
A)True
B)False
Q5) A surrogate consumer, by definition, makes a purchase on behalf of another consumer.
A)True
B)False
Q6) Explain the two-step flow model of influence.
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