Filters
Question type
Study Flashcards

What is the overall goal of effective corporate branding?


A) To clearly tie the brand name and brand mark with the organization.
B) To associate the organization with one or more philanthropic causes.
C) To sell more product to members of the supply chain.
D) To position the product relative to competing products.
E) To build and enhance the organization's reputation.

Correct Answer

verifed

verified

__________ are factual descriptors of the product and its characteristics.


A) ​product benefits
B) ​product advantages
C) ​product features
D) brand marks
E) ​brand descriptions

Correct Answer

verifed

verified

The text argues that a brand is only truly effective when it succinctly captures the total offering in a way that answers a question in the customer's mind. Explain what this means with respect to branding strategy. Also, how is answering a question for customers related to the potential brand attributes outlined in the text?

Correct Answer

verifed

verified

Student answers to this question will va...

View Answer

Which stage of the product life cycle has (1) establishing a strong, defensible market position, and (2) achieving financial objectives that repay investment as its main priorities?


A) Introduction
B) Growth
C) Maturity
D) Development
E) Decline

Correct Answer

verifed

verified

Companies that have products in the decline stage should immediately divest them.

Correct Answer

verifed

verified

What do escalator and aspirin have in common?


A) ​They were once generic brands.
B) ​They are both private-label brands.
C) They are protected by copyright.
D) ​Their brands did not sufficiently explain their benefits.
E) ​Their brand names were not sufficiently protected.

Correct Answer

verifed

verified

Private-label brands give customers confidence that they are buying a widely known brand from a respected company.

Correct Answer

verifed

verified

Walmart offers many different private-label brands including Sam's Choice, Equate, and Ol' Roy. Overall, what is the primary reason that Walmart would offer these and other private-label brands?


A) increased profit margin
B) reduced marketing costs
C) lowers the risk of a product failure
D) lower inventory costs
E) enhances Walmart's image

Correct Answer

verifed

verified

What is a major risk of family branding?


A) ​Overextension
B) Brand ambiguity
C) ​Improper positioning
D) ​Lack of differentiation
E) ​Low brand loyalty

Correct Answer

verifed

verified

Which of the following IS NOT a function or potential function of packaging?


A) protection
B) storage
C) convenience
D) integration
E) co-branding

Correct Answer

verifed

verified

Why is the strategy canvas tool useful for positioning?


A) ​It represents customer perceptions and preferences spatially by means of a visual display.
B) ​It is an effective way to rebrand a product and push it back into the growth stage.
C) ​It measures differences in the firm's product offering that set it apart from competing offerings.
D) ​It demonstrates the firm's relative position in terms of competitive factors important to the target market.
E) ​It is used to come up with product descriptors that inform consumers about the product.

Correct Answer

verifed

verified

Compare and contrast brand loyalty and brand equity, as well as how these concepts are related. Must a brand possess high brand loyalty in order to possess high brand equity? Explain.

Correct Answer

verifed

verified

Brand loyalty is a positive attitude tow...

View Answer

Without a doubt, the most important tool of differentiation is:


A) the product's image.
B) the brand.
C) the product's features.
D) perceptual mapping.
E) the product's price.

Correct Answer

verifed

verified

Explain the importance of corporate branding. How is it tied to product-related branding? Give examples of how a firm's corporate brand is tied to its reputation and its success in the marketplace.

Correct Answer

verifed

verified

. Most firms consider their corporate br...

View Answer

One way of looking at __________ is to consider the marketing and financial value associated with a brand's position in the marketplace.


A) brand equity
B) brand identity
C) brand equality
D) brand value
E) brand capitalization

Correct Answer

verifed

verified

Brand preference is the strongest degree of brand loyalty.

Correct Answer

verifed

verified

Why is the product life cycle an important consideration in selecting and developing a marketing strategy? What are the core differences among the PLC stages that force marketers to alter their marketing programs over time?

Correct Answer

verifed

verified

Managing the entire portfolio of product...

View Answer

One of the most common marketing goals during the introduction stage of the product life cycle is to:


A) conduct test marketing studies.
B) maintain market share.
C) find new uses for the product.
D) engage in customer education activities.
E) spread misleading information about competing products.

Correct Answer

verifed

verified

Overall, what is the difference between differentiation and positioning?


A) Differentiation is about the product whereas positioning is about the brand.
B) Differentiation is based on real differences between products, while positioning is completely perceptual.
C) Differentiation is about creating differences among competing products, while positioning is about creating a mental image in consumers' minds.
D) Differentiation is used in tangible goods, while positioning is used in services.
E) Differentiation focuses on differences among brands, while positioning is about differences among products.

Correct Answer

verifed

verified

While Madison was shopping for coffee makers at Target, she recognized many of the brands that were available. Although she was looking for a machine made by Mr. Coffee, she bought a coffee maker by Hamilton Beach because Target was out of all Mr. Coffee machines. What type of brand loyalty is Madison exhibiting?


A) brand recognition
B) brand preference
C) brand insanity
D) brand equity
E) brand insistence

Correct Answer

verifed

verified

Showing 21 - 40 of 40

Related Exams

Exam 1

Marketing in Todays Economy

38 Questions

Exam 2

Strategic Marketing Planning

38 Questions

Exam 3

Collecting and Analyzing Marketing Information

40 Questions

Exam 4

Developing Competitive Advantage and Strategic Focus

40 Questions

Exam 5

Customers, Segmentation, and Target Marketing

40 Questions

Exam 6

The Marketing Program

81 Questions

Exam 8

Ethics and Social Responsibility in Marketing Strategy

40 Questions

Exam 9

Marketing Implementation and Control

40 Questions

Exam 10

Developing and Maintaining Long-Term Customer Relationships

39 Questions

Show Answer