Ch9 Exam Questions Build The Brand

Marketing Management, 3e (Marshall)

Chapter 9 Build the Brand

1) The three customer brand roles include conveying information about a product, educating the customer about the product, and reassuring the customer in the purchase decision.

2) A company's brand offers a methodology for distributing products.

3) A good branding strategy can overcome a product that fails to deliver on the value proposition by infusing it with the brand image.

4) In industries with strong market-leading brands, competitors design and build products targeted specifically at the market leader.

5) One advantage unbranded products have over branded products is that customers will infer a level of quality from the unbranded product that facilitates their purchase decision.

6) The perceived quality of a brand enables companies to extend the product range, can lead to a price premium opportunity, and is a differentiator in the market.

7) A trademark for a product is a brand asset.

8) The major advantage of brand connections for the brand sponsor is that it is a barrier to entry for potential competitors, especially for smaller firms that lack brand recognition.

9) The strongest form of brand equity that reflects a commitment to repeat purchases is brand association.

10) The three benefits of high brand equity are perceived quality, brand connections, and brand loyalty.

11) A key advantage of a brand sponsor is that loyalty is transferred from the well-known sponsor brand to the less-known brand.

12) Products such as Crest, Tide, and Gillette that are sold under the same brand throughout the country are known as store brands.

13) Brand-loyal customers are less forgiving of problems related to the brand, which hinders the company's ability to respond to a negative experience.

14) Family branding separates the company from the brand, which insulates the company if there is a problem with the brand.

15) The characters from the popular cartoon show "SpongeBob Square Pants" can be found on a variety of merchandises such as clothing, toys and video games. Yet, the original creator of the show does not produce any of the items. This is an example of licensing the brand name to other manufacturers.

16) The most important role of the package is to sell the product to the consumer.

17) The packaging for a Nerf product shows kids playing with it. This best demonstrates the protect function of packaging.

18) In most retail environments, a package has very little time to connect with the customer at the point of purchase.

19) The federal organization that requires nutritional labeling on packages of processed food is the Food and Drug Administration.

20) Package labeling represents the last marketing opportunity before the purchase decision.

21) When a company encases its product in a blister pack to protect the item, it is using the packaging to communicate its benefits.

22) The seller's commitment to the product is most clearly articulated through an integrated marketing plan.

23) Companies should not be concerned with whether the benefits of the warranty exceed the costs.

24) A(n) ________ is defined by the American Marketing Association as "a name, term, design, symbol, or any other feature that identifies one seller's goods or services as distinct from those of other sellers."

A) identity

B) profile

C) trait

D) brand

E) product

25) Which of the these reflects a customer brand role?

A) Brands offer legal protection for a product through a trademark.

B) Brands convey information about a product.

C) Brands enable companies to defend essential product elements.

D) Brands provide competitors with a benchmark against which to compete.

E) Brands offer an effective and efficient methodology for categorizing products.

26) A company's brand role includes ________.

A) educating the customer about a product

B) offering an effective and efficient methodology for categorizing products

C) conveying information about a product

D) helping reassure the customer in the purchase decision

E) providing competitors with a benchmark against which to compete

27) When customers see the logo of McDougal's restaurant, they think of food served quickly in a clean, family-friendly environment. Which customer brand role does this exemplify?

A) providing competitors with a benchmark against which to compete

B) helping reassure the customer in the purchase decision

C) conveying information about a product

D) offering an effective and efficient methodology for categorizing products

E) offering legal protection for the product through a trademark

28) The owner of Sorios Lawn Service is looking to buy a new lawn tractor, a major purchase and significant financial investment. The owner decides to purchase a Dixie Chopper because of its reputation for dependability and excellent customer service which made him feel more secure and less anxious about choosing this product. Which customer brand role does this scenario exemplify?

A) providing competitors with a benchmark against which to compete

B) helping reassure the customer in the purchase decision

C) offering an effective and efficient methodology for categorizing products

D) offering legal protection for a product through a trademark

E) enabling competitors to build products targeted specifically at the market leader

29) When a competitor used its logo in a disparaging way in an advertisement, Max Corp. sued. It won the suit on the basis that the competitor violated its trademark. Which company brand role does this scenario exemplify?

A) providing competitors with a benchmark against which to compete

B) offering an effective and efficient methodology for categorizing products

C) offering legal protection for a product

D) helping reassure the customer in the purchase decision

E) educating the customer about a product

30) Because Sony has so many different product offerings in various types of electronics, management has found that it is helpful to use brands to keep track of products in each type. Thus, it has different brand names for its televisions, DVD players, and portable music players. Which company brand role does this example illustrate?

A) educating the customer about a product

B) providing competitors with a benchmark against which to compete

C) offering legal protection for a product through trademark

D) helping reassure the customer in the purchase decision

E) offering an effective and efficient methodology for categorizing products

31) ________ brands enable manufacturers to leverage marketing resources by creating efficiencies in marketing communications and distribution.

A) Licensed

B) Private

C) Custom

D) National

E) Stand-alone

32) With brand ________, customers develop a number of emotional, performance, and psychological connections with a brand.

A) validity

B) link

C) association

D) identity

E) awareness

33) The owners of NK Medical Equipment have been developing the brand equity of their MRI and CAT scan equipment. Now, on the mention of NK's machines, radiologists and hospital purchasing agents usually say that they have heard of NK's offerings and are interested in learning more about them. This response signals a familiarity and potential commitment to the brand. In this case, which dimension of brand equity has been achieved by NKMedical Equipment?

A) brand assets

B) brand association

C) brand awareness

D) brand loyalty

E) perceived quality

34) Gerry always purchases clothing made by S&G Clothing. He tells others about how much he likes their clothes and the high levels of quality maintained by S&G. When a shirt he purchased turned out to be defective, instead of switching to another clothing company, he gave S&G a chance to fix the problem and still shops there. Which dimension of brand equity does Gerry demonstrate?

A) brand assets

B) brand association

C) brand awareness

D) brand loyalty

E) perceived quality

35) Since Maytag's appliances have earned a reputation as being reliable and durable, John decided to buy a new Maytag washing machine, and was willing to buy it despite the fact that it was more expensive than other brands. Which dimension of brand equity does this example illustrate?

A) brand assets

B) brand association

C) brand awareness

D) specific warranty

E) perceived quality

36) José has been to Farm Fresh Ice Cream Shops several times. Being a loyal customer, he has developed certain emotional and psychological connections with the brand. For instance, he links the brand with higher levels of customer service. Which dimension of brand equity does this example illustrate?

A) brand assets

B) brand association

C) brand awareness

D) brand strategy

E) perceived quality

37) KFC is very protective of its "Seven Herbs and Spices" recipe, which, in the view of the company, gives it a significant competitive advantage over other restaurants, and will use any legal resource available to protect its patented formula. Which dimension of brand equity does this example illustrate?

A) brand assets

B) brand association

C) brand awareness

D) brand loyalty

E) perceived quality

38) Even though a national brand pain reliever and a store brand pain reliever both contain the same amount of ibuprofen per capsule and are both gel coated, Cho chooses to purchase the national brand because she thinks it will work better based on the brand name alone. Which dimension of brand equity does this example illustrate?

A) perceived quality

B) brand strategy

C) brand connections

D) perceived value

E) brand loyalty

39) Paedro's Pasta has developed a strong brand name in the dry pasta marketplace based on its texture and taste. Through its strong brand, Paedro's Pasta was able to introduce a successful line of sauces under the same brand name. Which of the following dimensions of brand equity does this example illustrate?

A) perceived quality

B) brand strategy

C) brand connections

D) perceived bonuses

E) brand loyalty

40) Because of its reputation for excellent flavor and increasing energy, DBM Beverages is able to charge a price premium for its products. Which of the following dimensions of brand equity does this example illustrate?

A) perceived quality

B) brand strategy

C) brand connections

D) perceived bonuses

E) brand loyalty

41) Hiroaki bought a bicycle from a well-known brand without even considering the other equally good, unbranded bicycles. This shows the advantage that branded products have over unbranded ones in terms of ________.

A) price efficiency

B) actual performance

C) perceived quality

D) physical features

E) product variety

42) When Maria purchases laundry detergent, she is able to easily recall and process information about Tide, but not the other brands. Which benefit of brand equity for customers does this exemplify?

A) generalized warranty

B) brand strategy

C) brand associations

D) perceived bonuses

E) specific warranty

43) Z brand is the market leader in small appliances. Its brand is also the strongest in the category and customers identify with the brand. Because of the strength of its brand, other competitors are finding it difficult to successfully enter the marketplace. Which of the following benefits of brand equity for brand sponsors does this exemplify?

A) generalized warranty

B) brand image

C) brand connections

D) perceived bonuses

E) brand awareness

44) Courtney always prefers Coca-Cola products. She does not consider other beverages, even when they are cheaper than Coca-Cola. Which of the following benefits of brand equity for customers does this exemplify?

A) brand strategy

B) brand awareness

C) brand assets

D) perceived bonuses

E) brand loyalty

45) Intel makes a product most people never see; however, it spends a great deal of money building its brand and now people ask for "Intel Inside." This is an example of linking the benefit of ________ to marketing strategy.

A) brand standards

B) brand image

C) brand connections

D) perceived bonuses

E) brand loyalty

46) The most basic form of brand equity is ________.

A) perceived reliability

B) brand loyalty

C) brand association

D) perceptive quality

E) brand awareness

47) The marketing manager for DRNK Spirits decided that all of the products his company produced would carry the same brand name of Nightlife. As a result, there is Nightlife Ale, Nightlife Lager, Nightlife Vodka, Nightlife Tequila, and Nightlife Whiskey. This is an example of ________ branding.

A) family

B) store

C) stand-alone

D) cooperative

E) national

48) Lever Brothers, a worldwide leader in consumer products, follows a brand strategy in its personal care division with nine brands (AXE, Dove, Lifebuoy, Lux, Ponds, Rexona, Sunsilk, Signal, and Vaseline) that operate independently of one another. This is an example of ________ branding.

A) family

B) store

C) stand-alone

D) co-

E) national

49) A company can use its brand to expand into new product types. This is known as a ________.

A) brand association

B) store branding

C) category extension

D) cobranding

E) franchise

50) International Delight coffee creamers frequently adds new flavors to its product offerings. This would be an example of a ________ extension.

A) natural

B) line

C) service

D) category

E) basic

51) Dell used its brand to expand into new areas including printers and consumer electronics such as LCD and plasma televisions. Dell engaged in a ________ extension.

A) natural

B) line

C) random

D) category

E) basic

52) Super-Mart decides to create its own brand of personal care products. It enters into an agreement with a large manufacturer of this type of product to supply Super-Mart with the products that will carry its newly formed brand's name. This is an example of ________ branding.

A) family

B) store

C) stand-alone

D) co-

E) national

53) RB Soaps, the market leader in body wash, sells its products in every state under the same brand. This is an example of ________ branding.

A) category

B) store

C) stand-alone

D) co-

E) national

54) Offering other manufacturers the right to use the brand in exchange for a set fee or percentage of sales is known as ________.

A) family branding

B) benchmarking

C) stand-alone branding

D) cobranding

E) licensing

55) Costco and Visa joined together to offer a Costco-Visa card that allows users to get rebates on their purchases at Costco while expanding the reach of Visa to Costco members. This is an example of ________.

A) family branding

B) store branding

C) stand-alone branding

D) cobranding

E) licensing

56) Pierre Cardin partnered with several other product manufacturers and attached its name to a wide assortment of products including clothing, housewares, and even cosmetics. Eventually, its brand image became diluted and lost its influence as a luxury manufacturer. Which of the following disadvantages of cobranding does this example illustrate?

A) loss of control

B) overexposure

C) lack of perceived quality

D) lack of brand awareness

E) accommodation

57) Nickelodeon and Marriott partnered to create a kid-friendly chain of vacation-oriented hotels. Which of the following types of cobranding relationships does this exemplify?

A) colocation

B) multiple company venture

C) joint venture

D) internal brand combination

E) merger

58) The Symbian operating system came about from the cobranding effort of Nokia, Ericsson, Sony, Panasonic, Siemens, and Samsung. They license Symbian to a number of wireless manufacturers including LG and Fujitsu. Which of the following types of cobranding relationships does this exemplify?

A) partnering with a variety of third-party financial institutions

B) bringing multiple companies together to form a new branded product

C) retailers sharing the same retail location

D) combining two of a company's own products

E) merging with the industry leader

59) All of these are package objectives EXCEPT ________.

A) to protect

B) to communicate

C) to promote usage

D) to provide a layer of security and verification

E) to entertain

60) Tiffany & Company's blue-colored box is widely recognized by consumers. Which of the following roles of packaging does this exemplify?

A) promotions

B) aesthetics

C) communication

D) harmony

E) protection

61) Heinz revolutionized the industry when it introduced its inverted bottle because consumers had complained for years about how hard it was to get out that last bit of ketchup. The company spent three years designing the convenient container, which is equipped with a vacuum cap that stops dry ketchup from forming around the lid. Which of the following packaging objectives does this exemplify?

A) promote usage

B) aesthetic

C) communication

D) harmony

E) protection

62) Feather Tissues Inc. decided to change the color of its tissue box from red to blue because blue was thought to be visually pleasing to consumers at the time of purchase. The change in color represents the ________ aspect of packaging.

A) utility

B) aesthetic

C) communicative

D) innovative

E) protective

63) Barb's Butters recently changed the shape of its packages from a pouch to a tub because product testing revealed that the tubs created less mess for consumers. Which of the following package objectives does the change in shape exemplify?

A) usage promotion

B) aesthetic

C) communication

D) harmony

E) protection

64) The marketing manager of a store brand pain reliever is designing the package for its new gel-coated capsules. Her main concerns are to design a package that prevents tampering with its contents and keeps children from accessing the product without adult assistance. On which of the following objectives of packaging is the marketing manager focusing?

A) protection

B) aesthetics

C) communication

D) harmony

E) usage promotion

65) In an attempt to reduce product thefts in retail stores, companies include antitheft methodology, such as bar coding or magnetic stripes, in the package design that discourages shoplifting. Which of the following package objectives does this exemplify?

A) harmony

B) aesthetics

C) communication

D) protection

E) usage promotion

66) Mrs. Butterworth's syrup comes in a bottle shaped like a woman. The intent of this type of packaging is to transfer critical brand messages quickly through design cues since many competitor syrup brands come in teardrop-shaped bottles. The unique shape of the Mrs. Butterworth's bottle fulfils which objective of packaging?

A) usage promotion

B) quality

C) communication

D) harmony

E) protection

67) Procter & Gamble wanted Crest Vivid White Toothpaste to stand out from competitor brand toothpastes on store shelves, so it created a stand-up package and used a graphics-heavy box. In the context of objectives of packaging, the company focuses on ________.

A) usage promotion

B) quality

C) protection

D) harmony

E) communication

68) The marketing manager of Easy Peasy Vegetables is working on the package for a new line of self-steaming microwaveable vegetables. She wants the package to show a physically fit individual happily eating the product in order to connect the product to the customer. In this case, on which objective of packaging is the marketing manager focusing?

A) usage promotion

B) aesthetic

C) safety

D) harmony

E) protection

69) The marketing manager of Toddles Baby Food is redesigning the package for her product. She is trying to select a color that is visually appealing and is distinctive so that her brand is easy to identify. In the context of effective packaging, the marketing manager of Toddles is focusing on ________.

A) usage promotion

B) aesthetics

C) quality

D) harmony

E) protection

70) Hazardous materials such as cleaning products, pesticides, and many other items require 14 different pieces of information be included on the label. This is an example of the ________ requirements of labeling.

A) aesthetic

B) marketing

C) legal

D) industry

E) consumer

71) The Food and Drug Administration requires all processed-food companies to provide detailed nutritional information clearly identifying calories, fats, carbohydrates, and other information. This is an example of the ________ requirements of labeling.

A) aesthetic

B) marketing

C) legal

D) industry

E) consumer

72) Veronica, the marketing manager of QRS Children's Furniture, is designing a new label for the company's line of highchairs. The two key aspects of the label that she is working on are the assembly instructions and the simple usage instructions. These are examples of the ________ requirements of labeling.

A) legislative

B) marketing

C) legal

D) industry

E) consumer

73) Robitussin redesigned its packaging to provide specific product use information to help buyers make a purchase decision and to inform them about proper product usage. The package lists four key pieces of information: the product's formulation, its possible side effects, the symptoms it treats, and the recommended age for usage. This is an example of meeting the ________ requirements of labeling.

A) legislative

B) marketing

C) legal

D) industry

E) consumer

74) On a box of Procter & Gamble's Bounce fabric softener sheets, the brand name "Bounce" is approximately 50 percent of the space on the front panel and the rest of the space is a bright color (orange) with clean fresh images of a sun rising and a green field. This is an example of the ________ requirements of labeling.

A) legislative

B) marketing

C) legal

D) industry

E) consumer

75) The manager of NRG Beverage Company is revamping a product's label to carry a better product image to help the consumer recognize it quickly. He is focusing on the ________ requirements of labeling.

A) legislative

B) marketing

C) legal

D) industry

E) consumer

76) The owner of NOP Detergents is working with an art designer on the label for a new line of naturally- scented detergents. They are trying to come up with the best way to place the brand and logo along with the other required information on the label. They are working on the ________ requirements of labeling.

A) legislative

B) marketing

C) legal

D) industry

E) consumer

77) Food product manufacturers are required to list the number of calories at the top of the nutrition panel. Posting calorie information is an example of meeting the ________ requirements of labeling.

A) industry

B) aesthetic

C) legal

D) marketing

E) customer

78) In 1914, the federal government, through the Federal Trade Commission, first ruled misleading or blatantly phony labels were illegal and represented unfair competition. This demonstrates a ________ requirement of labeling.

A) industry

B) aesthetic

C) legal

D) marketing

E) customer

79) The warranty on a bottle of store brand pain relievers says that consumers may return this product if they are dissatisfied with it for any reason. This is an example of a(n) ________ warranty.

A) specific

B) additional

C) extended

D) general

E) basic

80) The manufacturer of Fast Peddle Bikes offers a warranty that states that the gear-shifting mechanism for its product will work consistently and be free of mechanical defects for five years. This is an example of a(n) ________ warranty.

A) specific

B) additional

C) extended

D) general

E) basic

81) Warranties that make broad promises about product performance and customer satisfaction are known as ________ warranties.

A) limited

B) exclusive

C) general

D) inclusive

E) specific

82) Mercedes-Benz offers a lifetime roadside assistance warranty on all of its vehicles, which shows that Mercedes is committed to customer service. This is an example of the ability of a warranty to ________.

A) provide a cost to customers

B) provide a service to customers

C) convey a message to customers

D) build brand awareness

E) build brand identity

83) Recently, Mercedes-Benz quietly reduced its warranty coverage by eliminating some free scheduled maintenance because the expense for the firm was too high. At the same time, Hyundai and others have expanded their warranties to build consumer confidence in their cars. They realize that extending the period of warranty coverage demonstrates they are making better cars in a very tangible way. These are examples of firms considering the ________ of product warranty.

A) storage and handling

B) costs versus benefits

C) message

D) product differentiation

E) persuasiveness

84) Warranties that offer explicit product performance promises related to components of the product are known as ________ warranties.

A) specific

B) basic

C) inclusive

D) additional

E) unlimited

85) ________ warranties are generally open to customers returning the product for a broad range of reasons beyond specific product performance problems.

A) Explicit

B) General

C) Limited

D) Basic

E) Controlled

86) Compare and contrast customer, company, and competitor brand roles.

87) Explain the four basic strategic decisions that help define a brand and the advantages of using each.

88) Explain and give examples of how packaging protects, communicates, and promotes usage.

89) What are the three requirements of labels? Why are these important?

90) Describe the difference between a general warranty and a specific warranty.