Full Test Bank Ch6 Proposition And Branding Decisions - Marketing Fundamentals 2e | Test Bank Baines by Paul Baines. DOCX document preview.
Chapter 6: Proposition and branding decisions
Test Bank
Type: multiple choice question
Title: Chapter 06 Question 01
1) These products are not bought frequently and, as a result, consumers do not always have sufficient up-to-date information to make a buying decision. These products are referred to as:
a. Convenience products.
b. Shopping products
c. Unsought products.
d. Specialty products
Type: multiple choice question
Title: Chapter 06 Question 02
2) In order to understand different elements and benefits we refer to three different product levels. This level consists of the physical good or delivered service that provides the expected benefit.
a. Augmented product level.
b. Embodied product level.
c. Core product level.
d. Intangible product level.
Type: multiple choice question
Title: Chapter 06 Question 03
3) These products are bought to satisfy personal and family needs and can be classified as durable or nondurable.
a. Consumer products.
b. Business to business products.
c. Capital equipment goods.
d. Accessory equipment goods.
Type: multiple choice question
Title: Chapter 06 Question 04
4) Which is not an example of non-durable goods?
a. Yoghurt.
b. Plastic packaging.
c. Bicycles.
d. Newspapers.
Type: multiple choice question
Title: Chapter 06 Question 05
5) A measure of the value and strength of a brand; it is an assessment of a brand’s wealth. This is referred to as:
a. Brand equity
b. Brand extension
c. Brand stretching
d. Brand positioning
Type: multiple choice question
Title: Chapter 06 Question 06
6) The success rate of new products is consistently poor. No more than one in 10 new products succeeds. The reasons for this high failure rate include:
a. There is no market for the product.
There is no market for the product.
There is a market need but the product does not meet customer requirements.
The product’s ability to meet the market need, although satisfactory, is not adequately communicated to the target market.
b. There is a market need but the product does not meet customer requirements.
There is no market for the product.
There is a market need but the product does not meet customer requirements.
The product’s ability to meet the market need although satisfactory is not adequately communicated to the target market.
c. The product’s ability to meet the market need, although satisfactory, is not adequately communicated to the target market.
There is no market for the product.
There is a market need but the product does not meet customer requirements.
The product’s ability to meet the market need, although satisfactory, is not adequately communicated to the target market.
d. All of the options given above.
There is no market for the product.
There is a market need but the product does not meet customer requirements.
The product’s ability to meet the market need, although satisfactory, is not adequately communicated to the target market.
Type: multiple choice question
Title: Chapter 06 Question 07
7) This term describes a stage in the new product development process, undertaken when a new product is tested with a sample of customers, or is launched in a specified geographical area to judge customers' reactions prior to a national launch.
a. Adoption process.
b. Product lifecycle.
c. Process of diffusion.
d. Test marketing.
Type: multiple choice question
Title: Chapter 06 Question 08
8) In this stage of the innovation decision process of adoption, consumers become aware of the new product. They have little information and have yet to develop any particular attitudes towards the product.
a. Decision stage.
b. Persuasion stage.
c. Knowledge stage.
d. Implementation stage.
Type: multiple choice question
Title: Chapter 06 Question 09
9) Brands can be considered in terms of the markets they operate in, sometimes referred to as:
a. Brand scope
b. Brand anatomy
c. Brand positioning
d. Brand heritage
Type: multiple choice question
Title: Chapter 06 Question 10
10) __________ refers to how easily and often customers think of the (shampoo) brand when thinking about hair care brands or when shopping.
a. Brand salience
b. Brand imagery
c. Brand extension
d. Corporate brand
Type: true-false
Title: Chapter 06 Question 11
11) Brand equity provides a form of identity for consumers that express symbolic meaning for themselves and for others.
a. True
b. False
Type: true-false
Title: Chapter 06 Question 12
12) Cars provide transportation and a means of self-expression. Cameras make memories by recording a scene, person, or object through the use of film or digital processes. These are all example of the embodied product.
a. True
b. False
Type: true-false
Title: Chapter 06 Question 13
13) The augmented product consists of the embodied product plus all those other factors that are necessary to support the purchase and any post-purchase activities.
a. True
b. False
Type: true-false
Title: Chapter 06 Question 14
14) Durable goods are bought infrequently, used repeatedly and involve a reasonably high level of consumer risk.
a. True
b. False
Type: true-false
Title: Chapter 06 Question 15
15) Non-durable goods reflect a purchaser’s high level of involvement in the purchase decision. There is high perceived risk in these decisions so consumers spend a great deal of time, care, and energy searching, formulating, and making the final decision.
a. True
b. False
Type: true-false
Title: Chapter 06- Question 16
16) A brand with a strong equity is more likely to be able to preserve its customer loyalty and fend off competitor attacks.
a. True
b. False
Type: true-false
Title: Chapter 06 Question 17
17) The process through which individuals accept and use new products is referred to as the process of adoption.
a. True
b. False
Type: true-false
Title: Chapter 06 Question 18
18) An international brand is sold across multiple country markets with distribution located in three major developed continents. Centralized brand management coordinates local execution. A good example is Apple or Google.
a. True
b. False
Type: true-false
Title: Chapter 06 Question 19
19) Early majority constitutes 2.5% of the buying population, this is important because they have to kick-start the adoption process.
a. True
b. False
Type: true-false
Title: Chapter 06 Question 20
20) Customer branding can be seen when a customer attaches a name, term or other feature that enables them to identify one seller’s good or service as distinct from those of other sellers.
a. True
b. False
Type: multiple choice question
Title: Chapter 06 Question 21
21) This is a strategic activity which is used to differentiate and distinguish a brand, so that a consumer understands the brand, not just remembers it. This activity is referred to as:
a. Brand equity
b. Brand position
c. Brand concept
d. Brand heritage
Type: multiple choice question
Title: Chapter 06 Question 22
22) This is the pathway a product assumes over its lifetime. There are said to be five main stages: development, introduction, growth, maturity, and decline.
a. Product lifetime.
b. Product lifecycle.
c. Product life stage.
d. Product lifestyle.
Type: multiple choice question
Title: Chapter 06 Question 23
23) A ______________ is a relational asset whose value to the firm is contingent on past, present, and future interactions with various firm stakeholders.
a. brand name
b. brand equity
c. brand-mark
d. brand positioning
Type: multiple choice question
Title: Chapter 06 Question 24
24) All the products use the organization’s name, either entirely or in part. This is referred to as:
a. Individual branding policy
b. Family branding policy
c. Corporate brands policy
d. Luxury branding policy
Type: multiple choice question
Title: Chapter 06 Question 25
25) This branding policy was once referred to as a multibrand policy; it requires that each product offered by an organization is branded independently of all the others.
a. Individual branding
b. Family branding
c. Corporate brands
d. Niche branding