Brand Management Test Bank
Course Introduction
Brand Management explores the strategic principles and practices involved in building, maintaining, and enhancing strong brands in today's competitive marketplace. The course examines the importance of brand equity, the development of brand identity and positioning, and the management of brand portfolios across multiple platforms. Students will analyze real-world case studies to understand how companies create meaningful brand experiences, foster customer loyalty, and adapt to market changes. Additional topics include brand communication, global branding strategies, and measuring brand performance, equipping students with the tools to effectively manage brands for long-term business success.
Recommended Textbook Marketing 3rd Canadian Edition by Dhruv
Grewal
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18 Chapters
2161 Verified Questions
2161 Flashcards
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Page 2
Chapter 1: Overview of Marketing
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Sample Questions
Q1) Home Bakers introduced a new cake in the market.It was created as a product to be sold and not based on what customers wanted at that time.Therefore,the company concentrated on selling and paid little attention to the whether it satisfied customers' needs.Home Bakers is a:
A) product-oriented company.
B) customer-oriented company.
C) market-oriented company.
D) value-oriented company.
E) brand-oriented company.
Answer: A
Q2) The group of firms and set of techniques and approaches firms use to make and deliver a given set of goods and services is commonly referred to as:
A) stock iodation.
B) demand optimization.
C) inventory control.
D) demand chain.
E) supply chain.
Answer: E
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Page 3
Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) Which of the following terms is used in the Boston Consulting Group (BCG)product portfolio analysis to refer to a product that has a high market share in a high-growth market?
A) Cash cow
B) Star
C) Dog
D) Question mark
E) Neutral factor
Answer: B
Q2) Promotion is associated with value creation.
A)True
B)False
Answer: False
Q3) Advertising campaigns by businesses is an example of promotion.
A)True
B)False
Answer: True
Q4) What is a market segment?
Answer: A market segment is a group of consumers who respond similarly to a firm's marketing efforts.
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Chapter 3: Marketing Ethics
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Sample Questions
Q1) Which of the following trends has increased the difficulty that marketers face when they try to grab the attention of consumers?
A) Canadians have more time for leisure and to spend with family.
B) The attention of multitasking consumers is divided.
C) Consumers must choose what shows they want to watch from fewer programs.
D) Kids prefer to spend more time on physical sports than electronic gadgets.
E) Minority groups are getting more familiar with the English language.
Answer: B
Q2) Which of the following is a characteristic of people belonging to the baby boomer generation?
A) They are individualistic.
B) They are workaholics.
C) They abhor youth,which they equate with immaturity.
D) They love pop.
E) They are gutted by a feeling of economic and psychological insecurity.
Answer: A
Q3) Generation Xers are also called millennials or the "echo boom" generation.
A)True
B)False
Answer: False
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Chapter 4: Analyzing the Market Environment
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Sample Questions
Q1) Which of the following statements best defines psychological risk?
A) It is the risk that involves the fears that consumers suffer when they worry others might not regard their purchases positively.
B) It is the risk that involves the perceived danger inherent in a poorly performing product or service.
C) It is the risk associated with the fear of an actual harm should a product not perform properly.
D) It is the risk that includes the initial cost of a purchase,as well as the costs of using the item or service.
E) It is the risk associated with the way people will feel if a product or service does not convey the right image.
Q2) When Isla decides to borrow some clothes for the tryouts,she does not give the matter too much thought.This is an example of:
A) an internal locus of control.
B) an external locus of control.
C) an internal search for information.
D) a limited problem-solving attitude.
E) an external search for information.
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Chapter 5: Consumer Behavior
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Sample Questions
Q1) Which of the following phrases defines the role of a buyer in a buying centre?
A) A person who utilizes the product or service purchased by the buying centre
B) A person who controls information or access to decision makers and influencers
C) A person who handles the paperwork of the actual purchase
D) A person who suggests buying a particular product
E) A person who ultimately determines what product to buy
Q2) Which of the following makes it possible for businesses of any size to have easy and affordable access to billions of dollars in contracting opportunities with the Government of Canada,the U.S.Government,and the private sector?
A) GPO
B) SIC
C) NAICS
D) NAFTA
E) MERX
Q3) In the context of building business-to-business (B2B)relationships,a good white paper is one that provides information about the industry solely for promotional purposes.
A)True
B)False
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Page 7
Chapter 6: Business-To-Business Marketing
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Sample Questions
Q1) A tattoo artist creates tattoos according to his customers' specifications.This is an example of:
A) brand repositioning.
B) ideal positioning.
C) perceptual mapping.
D) mass marketing.
E) micromarketing.
Q2) Explain the concept of positioning.
Q3) Market positioning involves a process of defining the marketing mix variables.
A)True
B)False
Q4) Marketers can track and compare sales performance among various clusters in different locations with the help of PSYTE and PRIZM CE,which are:
A) differentiated systems.
B) behavioural systems.
C) geodemographic systems.
D) undifferentiated systems.
E) concentrated systems.
Q5) Explain how the use of the Internet helps companies use mass customization.
Q6) Explain how the psychographic system VALS classifies customers.
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Chapter 7: Global Marketing
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Sample Questions
Q1) Donald is analyzing and interpreting data.In the process,he is converting the data into information.
A)True
B)False
Q2) A research technique in which a small group of persons comes together for an in-depth discussion about a particular topic,with the conversation guided by a trained moderator using an unstructured method of inquiry,is known as:
A) panel research.
B) survey research.
C) an in-depth interview.
D) a focus group.
E) projective technique.
Q3) Qualitative research is the most cost-effective method for reaching a large sample of consumers.
A)True
B)False
Q4) What are the disadvantages of secondary research?
Q5) What is syndicated data?
Q6) What is quantitative research?
Page 9
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Chapter 8: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) The term "diffusion of innovation" refers to the:
A) process of vertical integration between a manufacturer and its suppliers.
B) process by which a statement that describes a product or a service is presented to potential buyers or users to obtain their reactions.
C) process by which the use of a new product or a service spreads throughout a market group over time and over various categories of adopters.
D) process of balancing various engineering,manufacturing,marketing,and economic considerations to develop a product.
E) process of taking apart a competitor's product,analyzing it,and creating an improved product that does not infringe on the competitor's patents.
Q2) Which of the following groups of the consumer adoption cycle is characterized by buyers who enjoy taking risks,are regarded as knowledgeable,and are not price sensitive?
A) Laggards
B) Innovators
C) Early adopters
D) Early majority
E) Late majority
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Chapter 9: Marketing Research
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Sample Questions
Q1) Which of the following occurs when a brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold?
A) Brand positioning
B) Brand equity
C) Brand licensing
D) Brand extension
E) Brand dilution
Q2) Boone Inc.,a soft-drink company,extended its brand name to include soaps.Boone did not succeed in selling its soaps and,as a result,sales of its core brand also declined.It took considerable effort to regain customers who had turned to other soft drinks.This decline was most likely due to its:
A) brand valuation.
B) brand essence.
C) brand licensing.
D) brand extension.
E) brand dilution.
Q3) Describe the innovations in design and materials over the years that have helped packaging to play an increasingly important role in brand positioning and shelf appeal.
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Chapter 10: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) The most effective and straightforward method for assessing customers' service expectations is making effective use of:
A) customer complaint behaviour.
B) syndicated data services.
C) employee empowerment programs.
D) social media advertising.
E) well-established marketing metrics.
Q2) Which of the following service dimensions refers to a service provider's ability to perform a service dependably and accurately?
A) Responsiveness
B) Reliability
C) Empathy
D) Assurance
E) Tangibles
Q3) Craig Jones is a manager at a hotel that is receiving complaints from its customers regarding the services provided.How can Jones reduce this standards gap in his hotel?
Q4) How do service providers reduce service inconsistency?
Q5) What is a voice-of-customer program?
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Chapter 11: Developing New Products
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Sample Questions
Q1) A company manufactures tires that are sold to retailers as well as automobile companies.What kind of pricing tactics is likely to be advantageous for different customers?
Q2) Purple Corp.,a retailer selling air conditioners,aims to sell 5,000 air conditioners in a year.If Purple reaches this target,the manufacturer will offer a discount on every air conditioner bought by the retailer during that year.This is an example of a(n):
A) seasonal discount.
B) quantity discount.
C) odd price.
D) price bundling.
E) markdown.
Q3) A department store offers a discount if a shirt is purchased with a pair of trousers.The combined purchase would cost less than it would cost the customer to purchase the two individually.This is an example of:
A) price fixing.
B) price bundling.
C) price discrimination.
D) leader pricing.
E) price lining.
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Page 13
Chapter 12: Services: The Intangible Product
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Sample Questions
Q1) What is franchising?
Q2) A facility for the receipt,storage,and redistribution of goods to company stores or customers that may be operated by retailers,manufacturers,or distribution specialists is called a:
A) procurement centre.
B) supply network.
C) warehouse.
D) processing centre.
E) distribution centre.
Q3) Mystic Gifts is a manufacturer of gift articles.The company sells its products to businesses and individual consumers.The company sells directly to most of its industrial buyers by using company salespeople and sells to individual consumers through third-party retail outlets.The company also has an Internet shop to sell gifts.What type of distribution strategy has Mystic Gifts adapted?
A) Indirect distribution
B) Circular distribution
C) Direct distribution
D) Personal distribution
E) Multichannel distribution
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Page 14
Chapter 13: Pricing Concepts for Establishing Value
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Sample Questions
Q1) Which of the following offers a narrow variety but a deep assortment of merchandise?
A) Discount stores
B) Department stores
C) Convenience stores
D) Category specialists
E) Drugstores
Q2) Retail stores that concentrate on health and personal grooming merchandise and sell prescription drugs are known as:
A) convenience stores.
B) discount stores.
C) department stores.
D) drugstores.
E) category killers.
Q3) A hypermarket is a type of conventional supermarket that offers only groceries and meat.
A)True
B)False
Q4) What is a specialty store? Give an example.
Q5) Explain off-price retailers with an example.
Page 15
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Chapter 14: Strategic Pricing Methods
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Sample Questions
Q1) Mass media channels offer advertisers the opportunity to change and even personalize their messages.
A)True
B)False
Q2) Which of the following is an IMC budgeting method that determines the cost required to undertake specific tasks to accomplish communication objectives?
A) Percentage-of-sales method
B) Objective-and-task method
C) Competitive parity method
D) Brand equity method
E) Affordable budgeting method
Q3) An assessment performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do is called:
A) tracking.
B) impressions.
C) pretesting.
D) pulsing.
E) post-testing.
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Page 16
Chapter 15: Supply Chain and Channel Management
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Sample Questions
Q1) Distinguish between a contest and a sweepstake.
Q2) Identify from the following the type of advertising that primarily communicates to create and build brand awareness,with the ultimate goal of moving the consumer through the buying cycle to a purchase.
A) Informative
B) Persuasive
C) Influential
D) Reminder
E) Convincing
Q3) In the personal selling process,which of the following terms refers to a list of potential customers?
A) Prospects
B) Internals
C) Leads
D) Externals
E) Qualifiers
Q4) Briefly explain the difference between advertising regulations in Canada and the European Union in terms of handling puffery.
Q5) What is meant by relationship selling?
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Chapter 16: Retailing and Multichannel Marketing
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Sample Questions
Q1) Which of the following would be most useful for the company to regularly update its customers on messages that it would like to convey to its customers about its products,services,promotional deals,and the success achieved by the company?
A) Flickr
B) Corporate blog
C) LinkedIn
D) YouTube
E) Picasa
Q2) Analyzing bounce rate would help firms:
A) make the website more effective and relevant.
B) simplify the navigation experience through a website.
C) determine the amount of traffic using its website.
D) estimate the number of potential customers who act as the firm hoped.
E) calculate the total number of requests for a web page.
Q3) The total number of requests for a web page is referred to as page views.
A)True
B)False
Q4) How are price check apps beneficial to customers?
Q5) Describe the metrics used to measure individual social media effectiveness.
Q6) Briefly describe sentiment analysis.
Page 18
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Chapter 17: Integrated Marketing Communications
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Sample Questions
Q1) Which of the following is a measure of how much one currency is worth in relation to another?
A) HDI
B) Exchange rate
C) Tariff
D) Exchange control
E) Quota
Q2) The type of entry strategy used by Zest is:
A) joint venture.
B) franchising.
C) exporting.
D) direct investment.
E) strategic alliance.
Q3) Which of the following is made up of countries that have signed a particular trade agreement?
A) Trade sanction
B) Embargo
C) Trading bloc
D) Trade union
E) Joint venture
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Chapter 18: Advertising, Public Relations, and Sales Promotions
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Sample Questions
Q1) Crystal Inc.,a manufacturer of cosmetics,ensures that all its products are free of any sort of allergens.The company is fulfilling its corporate social responsibility toward:
A) its marketplace.
B) its customers.
C) its government.
D) its competitors.
E) its investors.
Q2) Which of the following should be of paramount importance to marketers?
A) Profitability in the long run
B) Maintaining consumer trust
C) Profitability in the short run
D) Meeting targets of unit sales
E) Interaction with the development team
Q3) Explain the process of choosing a course of action in ethical decision making in a firm.
Q4) During the implementation phase,in what way might sourcing decisions be a problem area for firms?
Q5) Describe corporate social responsibility.
Q6) How is an ethical climate created in a workplace?
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