general business data bank

1. The rapid expansion of ________ has created opportunities to personalize marketing.

a. target marketing

b. globalization

c. the Internet

d. standardization

e. CD technology

2. ________ is about making sure that the brand and its marketing are as relevant as possible to as many customers as possible.

a. Personalizing marketing

b. Segmenting marketing

c. Brand imagery

d. Emotionalizing brands

e. Rationalizing brands

3. The traditional “marketing-mix” concept and the notion of the “four Ps” may not adequately describe modern marketing programs. ________ is about mixing and matching marketing activities to maximize their individual and collective effects.

a. Personalizing marketing

b. Individualizing marketing

c. Globalizing marketing

d. Institutionalizing marketing

e. Integration marketing

4. For a brand to succeed, marketers must “walk the walk” and ensure that employees and marketing partners do the same. Marketers often must use ________ to motivate those groups to support the brand.

a. global branding

b. retro-branding

c. internal branding

d. external branding

e. dual branding

5. Mark Thomas has observed that Shell delivers on its promises to supply the best gasoline possible to the driving public. Shell promotions, employees, and distributors send a common and consistent message about delivering on Shell promises to Mr. Thomas. Mr. Thomas is most likely experiencing ________.

a. brand image

b. brand enhancement

c. brand belief

d. brand attitude

e. brand bonding

6. Brand equity can be built by ________—linking the brand to other information in memory that conveys meaning to customers.

a. internal marketing

b. brand bonding

c. secondary associations

d. customer alignment

e. brand auditing

7. Which of the following is NOT a main secondary source of brand knowledge?

a. Other brands

b. People

c. Things

d. Local, state, and federal governments

e. Places

8. Which of the following is one of the main ways to measure brand equity?

a. Statistical analysis of demographics

b. Secondary evaluation of governmental statistics

c. Directlyassessing the actual impact of brand knowledge on consumer response to different aspects of marketing

d. Evaluating published statistics of competitors

e. Hiring independent evaluators

9. A brand manager is concerned that his organization’s brand image and physical sales are slipping in the marketplace. The manager has decided to query consumers about the health of the brand and try to discover ways to leverage the brand’s equity. Which of the following terms will most likely provide the structure and process for the manager’s investigation?

a. A brand demographic matrix analysis

b. A secondary search of good brand characteristics

c. A brand audit

d. An organizational audit

e. A brand-positioning study

10. ________ are a means of understanding where, how much, and in what ways brand value is being created, to facilitate day-to-day decision making.

a. Internal marketing campaigns

b. Brand portfolio audits

c. Brand value chains

d. Sales cycles

e. Brand-tracking studies

11. A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create brand value is called ________.

a. the brand value chain

b. the brand portfolio

c. the brand life cycle

d. brand partitioning

e. brand positioning

12. Competitive superiority and channel and other intermediary support are factors that influence the ________ of the brand value chain.

a. program multiplier

b. customer multiplier

c. brand multiplier

d. profit multiplier

e. market multiplier

13. ________ is the job of estimating the total financial value of the brand.

a. Brand tracking

b. Brand auditing

c. Brand equity

d. Brand valuation

e. Brand partitioning

14. A company’s major enduring asset is ________.

a. its leadership

b. its brand

c. its culture

d. its shareholders

e. its workers

15. The first step in the brand valuation process is ________.

a. the brand strength assessment

b. quantification of the role of branding

c. calculation of the net present value of the earnings forecast

d. the division of markets in which the brand is sold into mutually exclusive customer segments

e. financial analysis of the company’s earnings before interest and taxes

16. When a firm uses an established brand to introduce a new product, it is called a________.

a. subbrand

b. brand value

c. brand extension

d. brand mix

e. brand posture

17. A parent brand that is associated with multiple products through brand extensions can also be called a ________.

a. category brand

b. subbrand

c. extension brand

d. family brand

e. line brand

18. A ________ consists of all products—original as well as line and category extensions—sold under a particular brand.

a. brand line

b. brand variant

c. brand mix

d. licensed product

e. subbrand

19. A major advantage of a(n) ________ strategy is that the company does not tie its reputation to the product.

a. blanket family name

b. licensing

c. individual-names

d. category extension

e. brand revitalization

20. Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.

a. product licensing

b. brand extensions

c. individual-names strategies

d. brand audits

e. brand dilutions

21. According to Ries and Trout, Cadbury suffered from the ________ when the company allowed its brand to become diluted by putting their name on such variants as mashed potatoes, powdered milk, and soups, as well as chocolates and candies.

a. “greed is good” trap

b. “pyramid principle”

c. “branding fallout” concept

d. “image syndrome”

e. “line-extension” trap

22. Even if sales of a brand extension are high and meet targets, the revenue may be coming from consumers switching to the extension from existing parent-brand offerings—in effect ________ the parent brand.

a. diluting

b. cannibalizing

c. reinforcing

d. eroding

e. feeding back to

23. A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

a. brand partition

b. brand position

c. brand portfolio

d. brand concept

e. brand image

24. Marketers introduce multiple brands in a category for all of the following reasons EXCEPT ________.

a. to increase shelf presence and retailer dependence in the store

b. to attract consumers seeking variety who may otherwise have switched brands

c. to increase internal competition within the firm

d. to yield economies of scale in advertising, sales, and merchandising

e. to reduce manufacturing costs and complexity

25. The hallmark of an optimal brand portfolio is ________.

a. the ability of each brand to maximize equity in combination with all the other brands in it

b. the ability of each brand to maximize its individual equity in isolation

c. maximal brand overlap

d. the eventual reduction of brand differentiation to create a unified brand appearance

e. none of the above

26. ________ brands are positioned with respect to competitors’ brands so that more important (and more profitable) flagship brands can retain their desired positioning.

a. Flanker

b. Attacker

c. Defender

d. Blitzkrieg

e. Individual

27. The role of a ________ in the brand portfolio often may be to attract customers to the brand franchise. Trading up will often occur with this type of brand.

a. cash cow

b. flanker brand

c. fighting brand

d. high-end prestige brand

e. low-end entry-level brand

28. In its focus on bottom-line financial value, the ________ approach often overlooks the “option value” of brands and their potential to affect future revenues and costs.

a. brand equity

b. brand value chain

c. customer value

d. customer equity

e. brand extension

29. According to Scott Bedbury’s book, A New Brand World,all of the following are considered to be important principles for 21st-century branding EXCEPT ________.

a. consumers will tell you what your brand image should be

b. relying on brand awareness has become marketing fool’s gold

c. you have to know it before you can grow it

d. great brands establish enduring customer relationships

e. all brands need good parents