Online Exam

Question 1 of 40
2.5/ 2.5 Points
__________ is the job of estimating the total financial
worth of the brand.
A. Brand tracking
B. Brand auditing
C. Brand equity
D. Brand valuation

Question 2 of 40
2.5/ 2.5 Points
The first step in the strategic brand management process is:
A. measuring
consumer brand loyalty.
B. identifying and
establishing brand positioning.
C. planning and
implementing brand marketing.
D. measuring and
interpreting brand performance.

Question 3 of 40
2.5/ 2.5 Points
According to the brand asset valuator model, which of the
components of brand equity measures how aware and familiar consumers are with
the brand?
A. Esteem
B. Energized
differentiation
C. Relevance
D. Knowledge

Question 4 of 40
2.5/ 2.5 Points
Suppliers who are dependable in their on-time delivery,
order completeness, and order-cycle time are most likely to be differentiated
based on:
A. resilience.
B. innovativeness.
C. insensitivity.
D. reliability.

Question 5 of 40
2.5/ 2.5 Points
__________ are attributes or benefits that consumers view as
essential to a legitimate and credible offering within a certain product or
service class.
A. Category
points-of-difference
B. Conceptual
points-of-parity
C. Competitive
points-of-parity
D. Category
points-of-parity

Question 6 of 40
2.5/ 2.5 Points
Marketers typically focus on __________ in choosing the
points-of-parity and points-of-difference that make up their brand positioning.
A. brand equity
B. brand awareness
C. brand benefits
D. brand
architecture

Question 7 of 40
2.5/ 2.5 Points
Which of the following statements about the branding
guidelines for a small business is true?
A. A small business
must creatively conduct low-cost marketing research.
B. A small business
must avoid leveraging secondary brand associations.
C. A small business
must separate the well-integrated brand elements to enhance both brand
awareness and brand image.
D. A small business
must disintegrate the brand elements to maximize the contribution of each of
the three main sets of brand equity drivers.

Question 8 of 40
2.5/ 2.5 Points
Which of the following value creation processes means
translating milestones into symbols and artifacts?
A. Staking
B. Evangelizing
C. Milestoning
D. Badging

Question 9 of 40
2.5/ 2.5 Points
Mark feels that Shell delivers on its promises to supply the
best gasoline possible to the public. His experiences with Shell have always
been good, resulting in positive brand contact. Mark is most likely
experiencing:
A. brand bonding.
B. brand essence.
C. brand
harmonization.
D. brand parity.

Question 10 of 40
2.5/ 2.5 Points
__________ are product associations that are not necessarily
unique to the brand but may in fact be shared with other brands.
A. Points-of-parity
B. Points-of-difference

C.
Points-of-inflection
D.
Points-of-presence

Question 11 of 40
2.5/ 2.5 Points
One common difficulty in creating a strong, competitive
brand positioning is that many of the attributes or benefits that make up the
points-of-parity and points-of-difference are:
A. negatively
correlated.
B. always
correlated.
C. directly
proportional.
D. never correlated.

Question 12 of 40
2.5/ 2.5 Points
A supplier creates better information systems, and
introduces bar coding, mixed pallets, and other methods of helping the
consumer. The supplier is most likely to be differentiated on its:
A. innovativeness.
B. reliability.
C. insensitivity.
D. resilience.

Question 13 of 40
2.5/ 2.5 Points
Which of the following types of differentiation refers to
companies effectively designing their distribution medium’s coverage,
expertise, and performance to make buying the product easier and more enjoyable
and rewarding?
A. Service
differentiation
B. Channel
differentiation
C. Image
differentiation
D. Product
differentiation

Question 14 of 40
2.5/ 2.5 Points
A __________ can be defined as any information-bearing
experience a customer or prospect has with the brand, the product category, or
the market that relates to the marketer’s product or service.
A. brand value
B. brand personality

C. brand trait
D. brand contact

Question 15 of 40
2.5/ 2.5 Points
__________ are devices that can be trademarked and serve to
identify and differentiate the brand.
A. Brand elements
B. Brand value
propositions
C. Brand perceptions

D. Brand images

Question 16 of 40
2.5/ 2.5 Points
__________ are short, three- to five-word phrases that
capture the irrefutable essence or spirit of the brand positioning and ensure
that the company’s own employees understand what the brand represents.
A. Brand mantras
B. Brand symbols
C. Brand logos
D. Brand alliances

Question 17 of 40
2.5/ 2.5 Points
If a consumer, trying to decide between alternatives,
believes that a particular brand delivers acceptable product performance and
can be short-listed, she is in the __________ level of the brand dynamics
pyramid.
A. presence
B. relevance
C. performance
D. advantage

Question 18 of 40
2.5/ 2.5 Points
Brand __________ is the added value endowed to products and
services.
A. loyalty
B. equity
C. preference
D. identity

Question 19 of 40
2.5/ 2.5 Points
Brand salience:
A. is customers’
emotional responses and reactions with respect to the brand.
B. is how often and
how easily customers think of the brand under various purchase or consumption
situations.
C. is how well the
product or service meets customers’ functional needs.
D. describes the
extrinsic properties of the product or service, including the ways in which the
brand attempts to meet customers’ psychological or social needs.

Question 20 of 40
2.5/ 2.5 Points
With respect to the “six brand building blocks,”
__________ signifies how well the product or service meets customers’
functional needs.
A. brand judgment
B. brand imagery
C. brand salience
D. brand performance

Part 2 of 2 – 47.5/
50.0 Points

Question 21 of 40
2.5/ 2.5 Points
In a __________ defense strategy, the market leader can meet
the attacker frontally and hit its flank, or launch a pincer movement so that
it’s forced to pull back to defend itself.
A. position
B. counteroffensive
C. preemptive
D. contraction

Question 22 of 40
2.5/ 2.5 Points
If Microsoft announces plans for a new-product development,
smaller firms may choose to concentrate their development efforts in other
directions to avoid head-to-head competition. In this example, Microsoft is
employing a __________ strategy.
A. preemptive
defense
B. counteroffensive
defense
C. mobile defense
D. flank defense

Question 23 of 40
2.5/ 2.5 Points
The __________ attack attempts to capture a significant
share of the consumer market by launching a grand offensive on several fronts.
A. frontal
B. bypass
C. flank
D. encirclement

Question 24 of 40
2.5/ 2.5 Points
When Starbucks introduced its Tazo Tea line to bring in new
customers who had never gone to Starbucks because they don’t drink coffee,
Starbucks was employing a __________ strategy.
A.
market-penetration
B. new-market
segment
C.
geographical-expansion
D. niche identification

Question 25 of 40
2.5/ 2.5 Points
An alternative to being a market follower in a large market
is to be a leader in a small market. This type of competitor is called a:
A. marketing king.
B. market nicher.
C. segment king.
D. guerilla
marketer.

Question 26 of 40
2.5/ 2.5 Points
__________ defense involves occupying the most desirable
market space in the minds of the consumers and making the brand almost
impregnable.
A. Position
B. Flank
C. Preemptive
D. Mobile

Question 27 of 40
2.5/ 2.5 Points
Clorox runs ads stressing the many benefits of its
bleach—such as how it eliminates kitchen odors—in order to generate additional
opportunities to use the brand in the same basic way. This is an attempt to:
A. increase the
amount of consumption.
B. increase the
level of consumption.
C. increase the
perception of consumption.
D. increase the
frequency of consumption.

Question 28 of 40
2.5/ 2.5 Points
The defensive marketing strategy where a stream of new products
are introduced by a firm and are announced in advance are referred to as
__________ defense.
A. mobile
B. counteroffensive
C. preemptive
D. contraction

Question 29 of 40
2.5/ 2.5 Points
A marketing manager has planned a strategy that will require
the organization to erect outposts to protect its weak front-running brands. In
this __________ defense, the outposts will be central to the organization’s new
competitive strategy.
A. position
B. flank
C. preemptive
D. counteroffensive

Question 30 of 40
2.5/ 2.5 Points
In a pure __________ attack, the attacker matches its
opponent’s product, advertising, price, and distribution.
A. guerilla
B. bypass
C. encirclement
D. frontal

Question 31 of 40
2.5/ 2.5 Points
As a market follower strategy, the __________ duplicates the
leader’s product and packages and sells it on the black market or through
disreputable dealers.
A. innovator
B. counterfeiter
C. imitator
D. adapter

Question 32 of 40
2.5/ 2.5 Points
Which of the following is true about proactive marketing?
A. A company needs
creative anticipation to see the writing on the wall.
B. Proactive
companies create new offers to serve unmet and unknown consumer needs.
C. Proactive
companies refrain from practicing uncertainty management.
D. A company needs
responsive anticipation to devise innovative solutions.

Question 33 of 40
2.5/ 2.5 Points
__________ marketers are not just market-driven, they are
proactive market-driving firms.
A. Creative
B. Responsive
C. Inexperienced
D. Laidback

Question 34 of 40
2.5/ 2.5 Points
A(n. __________ is another name for identifying shifts in
market segments that are causing gaps to develop, then rushing in to fill the
gaps and developing them into strong segments.
A. frontal attack
strategy
B. flanking strategy

C. encircling strategy

D. counteroffensive
strategy

Question 35 of 40
2.5/ 2.5 Points
Aron, a company manufacturing snack food and soft drinks,
replicates its product taste and packaging from Lay’s, a market leader in snack
food industry. Later, it sells these imitated products on the black market.
This is an example of:
A. cloning.
B. imitating.
C. counterfeiting.
D. adapting.

Question 36 of 40
2.5/ 2.5 Points
Which of the following marketing strategies requires either
identifying additional opportunities to use the brand in the same basic way or
identifying completely new and different ways to use the brand?
A. Increasing the
amount of consumption
B. Decreasing the
level of consumption
C. Increasing
dedication to consumption
D. Increasing
frequency of consumption

Question 37 of 40
2.5/ 2.5 Points
__________ is an aggressive maneuver where the firm attacks
first, perhaps with guerrilla action across the market, keeping everyone
off-balance.
A. Position defense
B. Flank defense
C. Contraction
defense
D. Preemptive
defense

Question 38 of 40
2.5/ 2.5 Points
Market broadening and market diversification are likely
tactics employed in __________ strategies.
A. position defense
B. flank defense
C. preemptive
defense
D. mobile defense

Question 39 of 40
0.0/ 2.5 Points
When a firm looks for new users in groups that might use the
product but do not, the firm is using the __________ strategy.
A. new-market
segment
B.
market-penetration
C.
geographical-expansion
D. product
development

Question 40 of 40
2.5/ 2.5 Points
A(n. __________ marketer looks ahead to needs customers may
have in the near future.
A. anticipative
B. creative
C. inexperienced
D. responsive