Brand Management Review Questions
Course Introduction
Brand Management explores the strategic processes involved in building, maintaining, and enhancing brand equity in competitive markets. The course examines foundational theories and practical approaches to developing strong brand identities, positioning, and value propositions. Students will analyze the role of branding in consumer behavior, reputation management, and organizational success, while gaining hands-on experience in creating brand strategies, managing brand portfolios, and navigating challenges such as brand extensions, co-branding, and brand revitalization. Through case studies and real-world applications, the course equips students with the skills necessary to manage brands effectively in dynamic business environments.
Recommended Textbook
Marketing Management Knowledge and Skills 11th Edition by J. Paul Peter
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Chapter 1: Strategic Planning and the Marketing Management Process
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Sample Questions
Q1) Biotex is an enterprise that is composed of three parts.Its biotech section,which is working to develop crops that are pest and disease-resistant,provides about half of its sales.Pharmaceuticals from its G.D.Searle subsidiary contribute a third of its revenues; and food products,dominated by the artificial sweetener NutraSweet,make up less than 20 per cent of its total revenue.These three divisions are Biotex's _____.
A) strategic business units
B) buying centers
C) venture teams
D) cross-functional units
Answer: A
Q2) The things that an organization does so well that they give it an advantage over similar organizations represent that organization's _____.
A) perceived risk factors
B) distinctive competencies
C) external opportunities
D) vendor analysis variables
Answer: B
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Chapter 2: Marketing Research: Process and Systems for Decision Making
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Q1) Marketing decision support systems are designed to handle information from both internal and external sources.Which of the following is an example of an internal source of data that could be used by a marketing decision support system?
A) Company expenditure data on advertising
B) Industry expenditure data on sales promotions
C) Economic environmental change statistics
D) Global information on competitors
Answer: A
Q2) Budget constraints on marketing research can lead to:
A) wrong interpretation of the research results.
B) inappropriate inferences and conclusions.
C) incorrectly formulated sample size and design.
D) incorrect reasons regarding why the research is needed.
Answer: C
Q3) Which of the following is a disadvantage of using focus groups?
A) It requires an expert moderator.
B) It eliminates the chances of bias influencing the results.
C) It takes a long time to collect data.
D) It increases cost per contact in the study.
Answer: A
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Chapter 3: Consumer Behavior
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Q1) The behavior of individual members is influenced by social classes which tend to have:
A) a significant amount of homogeneity in their cultural values.
B) different attitudinal configurations and values.
C) a dominance of people having extremely high incomes.
D) an identical nature with regard to religious values and practices.
Answer: B
Q2) The advertisement for a diamond necklace says,"A quality diamond of a carat or more is so rare that less than one percent of women will ever own one." The advertisement shows a woman who is wearing the diamonds being openly admired by others.In terms of Maslow's hierarchy,this advertisement is designed to appeal to the consumer's _____.
A) physiological needs
B) esteem needs
C) safety needs
D) self-actualization needs
Answer: B
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Page 5
Chapter 4: Business, government, and Institutional Buying
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Q1) An organizational buyer in a(n)_____ organization would have a strong commitment to traditionally accepted behavior and act accordingly.
A) innovative
B) liberal
C) adaptive
D) lethargic
Q2) Waddell Engineering manufactures molded plastic components for a leading toy manufacturer.Roy supervises the production line and he would like to see the company use an injection molding machine that has a faster cycle time.Petra and Robin are quality control managers in the company and have just returned from a trade show with information on the new Logic Devices molding machines.This information is handed to Mike Waddell,the CEO of the company,who is concerned about the $400,000 cost.Roy,Robin,and Petra meet with Mike and Aileen,the company's purchasing agent,to discuss why the company needs to buy the new machine.Who among the following have the purchasing role of "decider" here?
A) Mike and Aileen
B) Robin and Roy
C) Petra
D) Roy
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Page 6
Chapter 5: Market Segmentation
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Sample Questions
Q1) What assumption is the Nielsen PRIZM system based on?
A) Consumer lifestyles remain constant throughout different geodemographic segments of consumers, making geodemographic segmentation less effective.
B) Consumers in particular neighborhoods are similar in many respects and the best prospects are those who actually use a product or other consumers like them.
C) Implementation and control of the marketing plan requires segmentation based on psychographic lines.
D) Achievement-oriented targets need to be made in order to increase sales of an organization.
Q2) For a segment to be measurable,the firm must be able to measure its:
A) homogeneous preferences.
B) size and characteristics.
C) postpurchase satisfaction.
D) potential for test marketing.
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Chapter 6: Product and Brand Strategy
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Q1) A product that is viewed in terms of providing the essential benefits that the buyer expects to receive from it is referred to as a(n)_____.
A) tangible product
B) generic product
C) intangible product
D) physical product
Q2) What is the legal term for a brand?
A) Generic mark
B) Emblem
C) Trademark
D) Watermark
Q3) Which of the following statements about product deletion is true?
A) Product deletions are necessary because a decreasing number of new products are being introduced each year.
B) A deletion plan involves keeping consumers supplied with replacement parts and repair service.
C) The deletion plan is not required to provide for clearing out of stock in question.
D) The deletion plan should let the retailer or distributor delete a product.
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Chapter 7: New Product Planning and Development
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Q1) The Wearhouse was engaged in the design,manufacture,and sale of high-end apparel for women.It sold its merchandise directly to consumers via the Internet.However,it was unable to retain customers as it could not generate the emotional appeal associated with the tangibility of clothes and the ambience of a high-end apparel store that customers demanded.The company's sales dipped and it had to be shut down.Identify the major reason for failure.
A) Improper channels of distribution selected
B) Faulty estimates of production and marketing costs
C) Poor quality of the product
D) Rapid change in the market after the product was introduced
Q2) Products that take a firm into a product type new to it but that are not new to the world are known as _____.
A) new-to-the-world products
B) new-to-the-firm products
C) additions to product lines
D) product improvements
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Chapter 8: Integrated Marketing Communications
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Q1) Which of the following is an objective of sales promotion directed at resellers?
A) Encourage repeat or greater usage by current users
B) Stabilize a fluctuating sales pattern
C) Bring more customers into retail stores
D) Obtain more and better shelf space
Q2) The implementation of integrated marketing is slower than many would like to see.Which of the following is hindering its successful implementation?
A) A lack of planning and budget problems
B) Internal "turf" battles within the organization
C) Lack of vision and planning
D) Destruction of creativity due to broadening of scope
Q3) A company that manufactures cosmetics introduces a new product.To popularize this product,they use unauthorized mailing lists to reach consumers.This represents ethical and legal concerns related to _____.
A) advertising
B) public relations
C) sales promotion
D) mass media
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Chapter 9: Personal Selling, relationship Building, and Sales Management
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Q1) Better Offices,Inc.supplies office supplies and equipments to large retailers,such as Office Space.A sales team of Better Offices has been assigned the responsibility for all the business it gets from Office Space.Which of the following structures does Better Offices use to organize its sales force?
A) Product structure
B) Geographical structure
C) Major account management
D) Hierarchical structure
Q2) An important task of a salesperson providing after-sale service would be to:
A) reassure product or service superiority through demonstrable actions.
B) clearly distinguish attributes of the firm's products or services from those of rivals.
C) sell complementary items to repeat customers.
D) convert uncertain customers into first-time buyers.
Q3) Which of the following actions falls under the persuasion objective of the sales force?
A) Delivery of the product or service that meets customer expectations
B) Immediate follow-up calls to address new concerns
C) Reassurance of product or service superiority through demonstrable actions
D) Sale of additional or complementary items to repeat customers
Page 11
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Chapter 10: Distribution Strategy
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Q1) Channels in which members are more dependent on one another and develop long-term working relationships in order to improve the efficiency and effectiveness of the system are called _____ marketing systems.
A) intensive
B) selective
C) vertical
D) exclusive
Q2) Which among the following requires a direct channel of distribution?
A) Cream dessert
B) Beer cans
C) Laundry detergent
D) Designer footwear
Q3) Which of the following is a nonstore method of retailing?
A) Warehousing
B) Mass merchandising
C) Electronic exchanges
D) Category killers
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Chapter 11: Pricing Strategy
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Q1) Which of the following is an important product consideration in pricing?
A) Affordability
B) Distinctiveness
C) Elasticity
D) Target market share
Q2) Both Tonya and Edna went to buy a black sweater.Edna bought hers from Dillard's for $79.Tonya bought a similar one at Sears and paid $34.95.Edna is convinced her sweater is much superior to Tonya's because it is more expensive.Which of the following is the psychological factor that makes Edna buy such high-priced items?
A) The use of odd pricing which made Edna feel like she got more for her money
B) The use of prestige pricing which means the high price was used to signal high quality
C) The use of bundle pricing which stresses both value and convenience to Edna and validates the high price of the sweater
D) The use of price elasticity which determines Edna's and Tonya's price sensitivity
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Chapter 12: The Marketing of Services
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Q1) John loves going to The Petunia for dinner.He knows that he will always be seated promptly,his order executed perfectly and the food will be excellent and just to his taste.This is indicative of The Petunia's _____ aspect of service quality.
A) tangibility
B) reliability
C) assurance
D) empathy
Q2) Sunshine Hotels trains its employees in communication skills,housekeeping techniques,body language,and basic standards of dressing.Which of the following critical components of internal marketing is Sunshine Hotels focusing on here?
A) Significant modeling by managers
B) Careful selection process in hiring employees
C) Energetic follow-through process
D) Emphasis on teaching employees to have good attitudes
Q3) Service products are often difficult to identify,since they:
A) can be sold in the sense of ownership transfer.
B) are bought and consumed at the same time.
C) are composed of tangible elements and cannot be easily transferred.
D) cannot be exchanged directly from producer to user.
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Page 14
Chapter 13: Global Marketing
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Q1) Which of the following is true of a company undertaking a global approach?
A) A global approach should not be delayed as success is dependent on a quick and rushed strategic process.
B) A multidomestic strategy, as a competitive strategy, is inherently more vulnerable to risk than a domestic strategy or a global strategy.
C) Market factors and economic conditions are internal factors that influence the potential gains to be realized by following a global strategy.
D) Successful global brands carefully stake out their markets, allowing plenty of time to develop their overseas marketing efforts.
Q2) Tingle Inc.is a food processing firm based in Switzerland.The firm offers processed mayonnaise,cheese,cheese slices,jams,and white sauce.The products are manufactured in Switzerland and transported to supermarkets and dealers in England,Norway,and Sweden.Which of the following approaches is being used by Tingle Inc.?
A) Exporting
B) Licensing
C) Franchising
D) Importing
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Page 15
Chapter 14: Appendix: Portfolio Models
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Q1) Which objective allows market share to decline in order to maximize earnings and cash flow and is appropriate for weak cash cows,weak question marks,and dogs?
A) Hold share
B) Harvest
C) Divest
D) Build share
Q2) According to the General Electric Portfolio Model,what should an organization do with its SBUs that fall into the red zone?
A) Hold share and build share
B) Harvest or divest
C) Produce and divest
D) Build share and harvest
Q3) According to the BCG matrix,_____ are often market leaders,but the market they are in is not growing rapidly.
A) cash cows
B) question marks
C) stars
D) dogs
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