general business data bank

Question # 00003307 Posted By: spqr Updated on: 11/09/2013 12:13 PM Due on: 11/29/2013
Subject Marketing Topic Marketing Tutorials:
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1. At the heart of a successful brand is ________, backed by creatively designed and executed marketing.

a. price

b. promotion

c. a great product or service

d. a great slogan

e. a brand concept

2. The strategic brand management process involves four main steps. Which of the following would NOT be among those steps?

a. Measuring consumer brand knowledge

b. Identifying and establishing brand positioning

c. Planning and implementing brand marketing

d. Measuring and interpreting brand performance

e. Growing and sustaining brand value

3. The American Marketing Association defines a ________ as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”

a. holistic product concept

b. product concept

c. service concept

d. brand

e. brand image

4. Consumers learn about brands through ________ and product marketing programs.

a. the mass media

b. past experiences with the product

c. the sales force

d. shopping bots

e. independent information sources

5. ________ is endowing products and services with the power of a brand.

a. Brand image

b. The branding concept

c. Branding

d. Brand positioning

e. Brand partitioning

6. Brand ________ is the added value endowed to products and services.

a. loyalty

b. equity

c. preference

d. satisfaction

e. benefits

7. The premise of ________ models is that the power of a brand lies in what customers have seen, read, learned, thought, and felt about the brand over time.

a. product-based brand equity

b. service-based brand equity

c. functional-based brand equity

d. mission-driven brand equity

e. customer-based brand equity

8. ________ can be defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.

a. Mission-driven brand equity

b. Customer-based brand equity

c. Product-driven brand equity

d. Service-driven brand equity

e. Function-based brand equity


9. If consumers do not demonstrate different responses to different brands within a product category, then the products are essentially commodities or generic versions and competition will probably be based on ________.

a. emotional attachment

b. brand awareness

c. advertising expenditure

d. price

e. prestige

10. When a consumer expresses thoughts, feelings, images, experiences, beliefs, and so on that become associated with the brand, the consumer is expressing brand ________.

a. knowledge

b. loyalty

c. behavior

d. preference

e. equity

11. The challenge for marketers in building a strong brand is ________.

a. ensuring that customers have the right type of experiences with products and their marketing programs to create the desired brand knowledge

b. pricing the product at a point that maximizes sales volumes

c. minimizing the number of people to whom the product is targeted in order to provide consumers with a personalized experience

d. retain as many customers as possible in order to minimize the costs and pressure associated with continually generating new leads

e. maximizing customer value

12. Strong brands possess all of the following marketing advantages EXCEPT ________.

a. greater loyalty

b. larger margins

c. guaranteed profits

d. improved perceptions of product performance

e. more elastic consumer response to price decreases

13. ________ is what drives the differences that manifest themselves in brand equity.

a. Brand image

b. Consumer income

c. Consumer purchasing power

d. Consumer knowledge

e. Brand perception


14. When a marketer expresses his or her vision of what the brand must be and do for consumers, they are expressing what is called ________.

a. a brand promise

b. a brand mission

c. brand equity

d. a brand position

e. a brand concept

15. There are five key components—or pillars—of brand equity. Which of those components or pillars measures the breadth of a brand’s appeal?

a. Differentiation

b. Relevance

c. Esteem

d. Knowledge

e. Value

16. Three pillars that point to the brand’s future value, rather than just reflecting its past, are differentiation, energy, and relevance. Differentiation, energy, and relevance combine to determine what is called brand ________.

a. position

b. image

c. depth

d. knowledge

e. strength

17. According to Young and Rubicam’s brand asset valuator, a brand’s ________ measures how well the brand is regarded and respected.

a. differentiation

b. energy

c. relevance

d. esteem

e. knowledge

18. David Aaker views brand equity as a set of three categories of brand assets and liabilities linked to a brand that add or subtract from the value provided by a product or service. They include all of the following EXCEPT ________.

a. brand loyalty

b. brand awareness

c. brand associations

d. brand price

e. None of the above is among Aaker’s three categories.


19. According to Aaker, a particularly important concept for building brand equity is ________—the unique set of brand associations that represent what the brand stands for and promises to consumers.

a. brand knowledge

b. brand preference

c. brand identity

d. brand vision

e. brandable differences

20. According to the BRANDZ model of brand strength, brand building involves a sequential series of steps. Which of these steps would address or answer the question, “Do I know about it?”?

a. relevance

b. presence

c. performance

d. advantage

e. bonding

21. All of the following are considered to be among the “six brand building blocks” EXCEPT ________.

a. brand salience

b. brand performance

c. brand imagery

d. brand feelings

e. brand pride

22. With respect to the “six brand building blocks,” ________ focus on customers’ own personal opinions and evaluations.

a. brand salience

b. brand performance

c. brand imagery

d. brand judgments

e. brand resonance

23. With respect to the brand building pyramid, at which of the following “building block levels” would we expect the consumer to develop an intense, active loyalty?

a. salience

b. imagery

c. feelings

d. judgments

e. resonance


24. From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when McDonald’s decided to use the “golden arches” and Ronald McDonald as symbols of their brand?

a. The product and all accompanying marketing activities and supporting marketing programs

b. The service and all accompanying marketing activities and programs

c. The initial choices for the brand elements or identities making up the brand

d. Associations indirectly transferred to the brand by linking it to some other entity

e. The profitability associated with brand development

25. ________ are those trademarkable devices that serve to identify and differentiate the brand.

a. Brand elements

b. Brand value

c. Brand perception

d. Brand image

e. Brand tracks

26. Six brand elements assist in brand building. Which of the following would NOT be among those preferred brand elements?

a. Adaptable

b. Protectible

c. Memorable

d. Likable

e. Subliminal nature

27. If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

a. memorable

b. meaningful

c. likeable

d. transferable

e. adaptable

28. Brand names are not the only important brand element. Often, ________, the more important it is that brand elements capture the brand’s intangible characteristics.

a. the less concrete brand benefits are

b. the more concrete brand benefits are

c. the more varied brand perceptions are

d. the less varied brand perceptions are

e. the more sophisticated brand benefits are


29. With respect to powerful brand elements, a ________ is an extremely efficient means to build brand equity. The element can function as useful “hooks” or “handles” to help consumers grasp what the brand is and what makes it special.

a. spokesperson

b. product shape

c. slogan

d. patent

e. promotional descriptor

30. A ________ can be defined as any information-bearing experience a customer or prospect has with the brand, the product category, or the market that relates to the marketer’s product or service.

a. brand value

b. brand element

c. brand trait

d. brand character

e. brand contact

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