UOP BRM353 Final Exam

University of Phoenix

BRM 353 Final Exam

Name__________________________________________

1. True or False Brand Names com in many different forms.

2. True or False Products bearing manufacturer’s brands offer a way for retailers to increase customer loyalty and generate higher margins and profit.

3. True or False A product within the product life cycle cannot stay in the mature stage for very long before reaching the decline stage.

4. True or False The Boston Consulting Group Matrix measures market share and market growth in determining which quadrant a product may be positioned in.

5. True or False A product line is a group of products within a product category that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges

6. True or False A high-quality corporate image associationcreates consumer perceptions of a company as developing new and unique marketing programs, especially with respect to product introductions or improvements.

7. True or False A code of ethics is a formal statement of ethical principles and rules of conduct. It is estimated that 80 percent of U.S. companies have some sort of ethics code and one of every five large companies has corporate ethics officers.

8. True or False One of the things you must do to build global brand strategy identify the similarities of consumer behavior.

9. True or False There are five criteria for brand elements: memorability, meaningfulness, likability, transferability, and adaptability.

10. True or False A descriptive brand name should make it easier to link the reinforced attribute or benefit.