Brand Management Test Questions
Course Introduction
Brand Management explores the strategic processes involved in building, maintaining, and enhancing brand value in competitive markets. The course covers key concepts such as brand positioning, brand equity creation, and the development of effective brand communication strategies. Students will learn how to analyze brand performance, manage brand portfolios, and respond to challenges such as brand crises and rebranding efforts. Through case studies and practical projects, participants will develop skills to create strong brand identities and foster long-term brand loyalty among consumers.
Recommended Textbook
Consumer Behavior Buying Having and Being 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
Source URL: https://quizplus.com/quiz/28611
Sample Questions
Q1) What is database marketing? How is it used by consumers?
Answer: Database marketing tracks specific consumers buying habits very closely and crafts products and messages tailored precisely to people's wants and needs based on this information.
Q2) A consumer is a person who identifies a need or desire, makes a purchase, and then disposes of the product.
A)True
B)False
Answer: True
Q3) Die-hard Apple fans post videos on YouTube claiming their affection for Apple products. They most likely have a(n) ________ relationship with the product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Answer: D
Q4) Define the term "paradigm."
Answer: A paradigm is a set of beliefs that guide our understanding of the world.
Page 3
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Chapter 2: Consumer and Social Well-Being
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96 Verified Questions
96 Flashcards
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Sample Questions
Q1) The process of curation refers to what product(s)?
A) Art
B) Travel
C) Food
D) All of the above
Answer: D
Q2) Clothing, food, and travel can be considered part of the curation process.
A)True
B)False
Answer: False
Q3) Which of the following is NOT one of the consumer rights established in President John F. Kennedy's Declaration of Consumer Rights?
A) Right to safety
B) Right to be informed
C) Right to choice
D) Right to desire more
Answer: D
Q4) Describe the duties of the Federal Trade Commission (FTC).
Answer: The Federal Trade Commission enforces laws against deceptive advertising product labeling.
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Chapter 3: Perception
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94 Verified Questions
94 Flashcards
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Sample Questions
Q1) Individuals have different absolute thresholds for visual and aural stimuli. This fact supports the statement that subliminal advertising would need to be tailored to the individual in order to be effective.
A)True
B)False
Answer: True
Q2) Explain the closure principle.
Answer: The closure principle states that people tend to perceive an incomplete picture as complete. That is, we tend to fill in the blanks based on our prior experience. This principle explains why most of us have no trouble reading a neon sign even if several of its letters are burned out. The principle of closure is also at work when we hear only part of a jingle or theme. Marketing strategies that use the closure principle encourage audience participation, which increases the chance that people will attend to the message.
Q3) An index is a sign that connects to a product because they share some property.
A)True
B)False
Answer: True
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5
Chapter 4: Learning Memory
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95 Verified Questions
95 Flashcards
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Sample Questions
Q1) The spacing effect describes the tendency for consumers to recall printed material more effectively when the advertiser repeats the target item in a short time period rather than periodically over a longer time span.
A)True
B)False
Q2) Which theory stresses the importance of internal mental processes?
A) Stimulus-response theory
B) Cognitive learning theory
C) Fixed-interval reinforcement theory
D) Variable interval reinforcement theory
Q3) Discuss the capacity of short-term memory.
Q4) Modeling is the process of imitating the behavior of others.
A)True
B)False
Q5) Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.
A)True
B)False
Q6) Explain the term "chunking."
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Chapter 5: Motivation and Affect
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86 Verified Questions
86 Flashcards
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Sample Questions
Q1) Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts?
A) Approach-avoidance conflicts result when the positive alternative simply overwhelms the negative, thus no cognitive dissonance exists under the condition.
B) Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected.
C) Approach-avoidance conflicts create inertia, thus past habits are employed without the need to resolve the cognitive inconsistencies.
D) Approach-approach conflicts are very confusing to resolve intellectually, but approach-avoidance conflicts are typically simply resolved through behavioral aspects of reinforcement learning.
Q2) Explain purchase involvement.
Q3) Explain the term "mood congruency" and give an example.
Q4) Explain the term "affect."
Q5) Explain the expectancy theory.
Q6) Describe the motivation process.
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Page 7
Chapter 6: The Self: Mind, Gender, and Body
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92 Verified Questions
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Sample Questions
Q1) Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers ________.
A) have low self-image
B) have multiple selves
C) are not confident with their real selves
D) prefer their ideal selves
Q2) Briefly discuss gender differences in socialization, female sex roles, and male sex roles in our society.
Q3) Jim Smith thinks he should be more outgoing. He is looking at his ________.
A) ideal self
B) self-concept
C) looking-glass self
D) self-esteem
Q4) Understanding our social roles are part of our ________.
A) self-image
B) self-esteem
C) looking-glass self
D) extended self
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Chapter 7: Personality, Lifestyles, and Values
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85 Verified Questions
85 Flashcards
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Sample Questions
Q1) 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
Q2) When the ego tries to balance opposing forces, it uses the ________.
A) super ego
B) reality principle
C) related principle
D) id
Q3) The process of learning values from other cultures is called ________.
A) enculturation
B) acculturation
C) core values
D) crescive norms
Q4) When companies team up and promote two or more items this is called product complementary.
A)True
B)False
Q5) Describe the concept of brand personality.
Q6) Explain the 3 systems of Freud's personality theory.
Page 9
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Chapter 8: Attitudes and Persuasive Communication
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92 Verified Questions
92 Flashcards
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Sample Questions
Q1) The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.
A) knowledge
B) utilitarian
C) value-expressive
D) ego-defensive
Q2) A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor?
A) Consistency
B) Authority
C) Consensus
D) Liking
Q3) M-commerce most likely takes place through ________.
A) cell phones
B) billboards
C) radio satellite
D) televisions
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Page 10
Chapter 9: Decision Making
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) A consumer who buys the same brand over and over again exhibits ________.
A) staple purchasing
B) rational purchase
C) customization
D) brand loyalty
Q2) Define a hybrid product and give an example.
Q3) Pam Henry is a purchasing agent for MicroTell. Each Tuesday she places an order for ten boxes of photocopier paper with her supplier. Ms. Henry is participating in which type of buying situation?
A) New task
B) Straight rebuy
C) Modified rebuy
D) Innovative rebuy
Q4) A consumer who falls back on "mental rules-of-thumb" when making a decision is using heuristics.
A)True
B)False
Q5) The kin network is still the most common family unit.
A)True
B)False
11
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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) Identify and describe the various temporal factors that might affect a consumer and his or her buying process.
Q2) The fact that some customers will pay three to four times as much as others to fly first class, even though the plane arrives at the same time for every passenger, demonstrates the importance of both the social and physical surroundings in the marketplace.
A)True
B)False
Q3) The psychological dimension of time or how it is experienced is an important factor in what mathematical study?
A) Polychromic activity
B) Queuing theory
C) Temporal tasking
D) Physical metrics
Q4) When shopping with others, some people are more likely to choose risky alternatives than they would be if shopping alone. This behavior occurs due to social power of groups.
A)True B)False
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Chapter 11: Groups and Social Media
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93 Verified Questions
93 Flashcards
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Sample Questions
Q1) Discuss the concept of conformity. Then describe the five types of social influence that affect the likelihood of conformity.
Q2) ________ are frequently able to influence others' attitudes on behavior.
A) Opinion leaders
B) Anti-brand communities
C) Norms
D) Environmental cues
Q3) Which term refers to exchanges of resources, information, or influence among members of networks?
A) Media multiplexity
B) Flaming
C) Lurkers
D) Flows
Q4) ________ is the degree to which a person is able to make other people do something.
A) Referent power
B) Identity power
C) Group power
D) Social power
Q5) Explain how the fear of deviance affects individual behavior or conformity.
Page 13
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Chapter 12: Income and Social Class
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Sample Questions
Q1) An economy that is driven by a fairly small number of rich people is called a plutonomy.
A)True
B)False
Q2) The ability of a person to pass from one social class to another is called ________.
A) status hierarchy
B) plutonomy
C) hedonic adaption
D) social mobility
Q3) American spendthrifts outnumber American tightwads.
A)True
B)False
Q4) Which of the following theorists is best known for arguing that an individual's relationship to the means of production determines his position in society?
A) Karl Marx
B) Max Weber
C) Horatio Alger
D) Thorstein Veblen
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Page 14
Chapter 13: Subcultures
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Sample Questions
Q1) One of the goals of marketing to Gen Yers has been to allow them to remain free of the restraints of wires and cords, but still have media available at any time. The lifestyle created by this approach is referred to as ________.
A) identity renaissance
B) cosplay
C) distinct-styling
D) connexity
Q2) Jui-Jui has a need to achieve independence. He dreams daily of leaving home and getting his own apartment; however, because he lives in a neighborhood full of houses, he would have to go some distance to find an apartment that he could afford. This move would mean that he would distance himself from his friends. This example is a common dilemma for many teens. Which of the following conflicts that most teens face is most applicable to Jui-Jui's situation?
A) Autonomy vs. belonging
B) Rebellion vs. conformity
C) Idealism vs. pragmatism
D) Narcissism vs. intimacy
Q3) List and explain the 4 basic conflicts teens face.
Q4) Describe the Baby Boomer market and the impact it has had on marketing efforts.
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Chapter 14: Culture
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92 Verified Questions
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Sample Questions
Q1) Gestation is the process of gift exchange.
A)True
B)False
Q2) ________ postulated that myths involve binary opposition, in which two opposing ends of some dimension are represented (such as good versus evil).
A) Levi-Strauss
B) Freud
C) Hofstede
D) Bettelheim
Q3) Through the process of ________, objects associated with sacred events or people become sacred in their own right.
A) congregation
B) reciprocity
C) desacralization
D) contamination
Q4) Describe the three functional areas of a cultural system.
Q5) Winnowing out is part of the cultural selection process.
A)True
B)False
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