Test Bank Chapter 10 - Branding Decisions

Chapter 10 - Branding decisions

Test Bank

Type: multiple choice question

Title: Chapter 10 Question 01

01) Characteristics of the contemporary market place :

a. the scale and speed of information availability means that search costs have decreased and that consumers are in a better position to assess different alternatives in the marketplace.

b. The rise of platform technologies connecting networks of people and devices has weakened the role of the marketer in creating brand meaning.

c. The number of stakeholders involved in creating brand meaning has also increased.

d. All above options

Type: multiple choice question

Title: Chapter 10 Question 02

02) There are two main views about how brand equity should be valued. The ___________perspective is grounded in the images, beliefs, and core associations consumers have about particular brands, and the degree of loyalty or retention a brand is able to sustain

a. brand personality

b. marketing

c. financial

d. brand message

Type: multiple choice question

Title: Chapter 10 Question 03

03) The identities and images are developed by the wholesalers, distributors, dealers, and retailers who make up the marketing channel. This is referred to as:___________

a. generic brand

b. manufacturer brand

c. distributor brand

d. luxury brand

Type: multiple choice question

Title: Chapter 10 Question 04

04) __________refers to the identities and images developed by the wholesalers, distributors, dealers, and retailers who make up the marketing channel.

a. Luxury brands

b. Distributor brands

c. Manufacturer brands

d. Generic brands

Type: multiple choice question

Title: Chapter 10 Question 05

05) _________typically refers to the added value a product or service is granted in consumers’ minds when identified as different from other products.

a. brand associations.

b. brand.

c. Service.

d. brand knowledge.

Type: multiple choice question

Title: Chapter 10 Question 06

06) Brands can be considered in terms of the markets they operate in. They can vary from operating in local and domestic markets, to selected foreign markets, and across a range of international markets. This is referred to as: _________

a. branding mix

b. brand scope

c. brand extension

d. brand stretching

Type: multiple choice question

Title: Chapter 10 Question 07

07) The way in which an organization manages its brands and associated products with respect to one another is known as:___________________

a. brand relevance

b. brand description

c. brand portfolio

d. brand value

Type: multiple choice question

Title: Chapter 10 Question 08

08) _________requires each product offered by an organization to be branded independently of all the others.

a. family branding

b. Individual branding

c. Brand personalities

d. family branding policy

Type: multiple choice question

Title: Chapter 10 Question 09

09) ______________ provide(s) information about content, taste, durability, quality, price, and performance, without requiring the buyer to undertake time-consuming comparison tests with similar offerings or other risk reduction approaches to purchase decisions.

a. Brand names

b. Brand personalities

c. Brand equity

d. Brand positioning

Type: multiple choice question

Title: Chapter 10 Question 10

10) This level of rebranding refers to the renaming of a whole corporate entity, often signifying a major strategic change or repositioning. This is known as:_____________

a. corporate brand

b. co-created brand

c. family branding

d. international brand

Type: true-false

Title: Chapter 10 Question 11

11) Brands can be considered in terms of the markets they operate in—sometimes referred to as brand scope. Brand scope can involve operating in local and domestic markets, in selected foreign markets, and across a range of international markets

a. True

b. False

Type: true-false

Title: Chapter 10 Question 12

12) Brand personality is not about a brand’s physicality; rather, it is about the place the brand occupies in a consumer’s mind

a. True

b. False

Type: true-false

Title: Chapter 10 Question 13

13) Financially, brands consist of their physical assets plus a sum that represents their reputation or goodwill, with the latter far exceeding the former.

a. True

b. False

Type: true-false

Title: Chapter 10 Question 14

14) Research on the role of brands for consumers tend to adapt either an economic or psychological approach. The economic approach focuses the importance of consumer perceptions in understanding brands.

a. True

b. False

Type: true-false

Title: Chapter 10 Question 15

15) International brand is sold across multiple country markets with distribution located in three major developed continents. Centralized brand management coordinates local execution. The good example is Apple or Google.

a. True

b. False

Type: true-false

Title: Chapter 10 Question 16

16) Domestic brand is sold across multiple country markets and managed through decentralized management with local control.

a. True

b. False

Type: true-false

Title: Chapter 10 Question 17

17) 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 10 Question 18

18) Conventional brand strategies are based on competition for brand extension.

a. True

b. False

Type: true-false

Title: Chapter 10 Question 19

19) There are three parts associated with brand equity: brand value, brand strength and brand description.

a. True

b. False

Type: true-false

Title: Chapter 10 Question 20

20) In an international marketplace, brand names need to transfer easily across markets. It helps if customers can not only pronounce the name, but also recall it unaided.

a. True

b. False

Type: multiple choice question

Title: Chapter 10 Question 21

21) __________ refers to how easily and often customers think of the (shampoo) brand when thinking about hair care brands or when shopping.

a. Brand imagery

b. Brand extension

c. Brand salience

d. Corporate brand

Type: multiple choice question

Title: Chapter 10 Question 22

22) This cluster of B2B customers is more likely to respond to brand-based communications that highlight the importance of the purchase decision and which are supported with processes and procedures that assist the ordering systems. This cluster is referred to as:_________

a. highly loyalty

b. brand receptive

c. highly tangible

d. low-interest

Type: multiple choice question

Title: Chapter 10 Question 23

23) __________ brands are sold across multiple country markets, and managed through decentralized management with local control.

a. Multidomestic

b. Domestic

c. Global

d. International

Type: multiple choice question

Title: Chapter 10 Question 24

24) Mudambi (2002) suggests that there are three types, or clusters, of B2B customers based upon the way they each perceive the importance of branding in the organizational purchase decision process. This cluster requires messages that emphasize the support of a well-established and highly reputable manufacturer; the emotional and self-expressive benefits should be stressed. This cluster is termed as:____________

a. brand receptive

b. low-interest

c. highly tangible

d. early adopter

Type: multiple choice question

Title: Chapter 10 Question 25

25) Which of the following is not associated with brand equity?

a. brand heritage

b. brand value

c. brand description

d. brand strength