Test 6 February 2018, questions and answers PDF

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Chapter 7 - Brands TRUE/FALSE 1. Marketers believe that brands such as Coca-Cola, Gap, and Ford have value above and beyond the benefits of the products themselves. ANS: NAT: TOP: MSC:

T DIF: Moderate BUSPROG Analytic What is a Brand? MBA: Foundational Skills

REF: Page 77 LOC: DISC: Product KEY: Bloom's: Application

2. A good brand goes beyond labeling a product. It is a portfolio of qualities connected with that name. ANS: NAT: TOP: MSC:

T DIF: Easy REF: Page 77 BUSPROG Communication LOC: DISC: Product What is a Brand? KEY: Bloom's: Knowledge MBA: Knowledge of General Business Functions

3. A brand usually begins with inherent meaning. ANS: NAT: TOP: MSC:

F DIF: Challenging REF: Page 77 BUSPROG Reflective Thinking LOC: DISC: Research What is a Brand? KEY: Bloom's: Evaluation MBA: Knowledge of human behavior & society

4. Logos are shapes and symbols that may begin with little inherent meaning, but are associated with the brand. ANS: NAT: TOP: MSC:

T DIF: Challenging REF: Page 77 BUSPROG Analytic LOC: DISC: Creativity What is a Brand? KEY: Bloom's: Analysis MBA: Managing Strategy & Innovation

5. Some brands are closely associated with colors. ANS: NAT: TOP: MSC:

T DIF: Easy REF: Page 77 BUSPROG Communication LOC: DISC: Creativity What is a Brand? KEY: Bloom's: Knowledge MBA: Managing Strategy & Innovation

6. All associations between the product and its consumer are beyond the company’s control. ANS: NAT: TOP: MSC:

F DIF: Moderate REF: Page 77 BUSPROG Analytic LOC: DISC: Product What is a Brand? KEY: Bloom's: Synthesis MBA: Knowledge of human behavior & society

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

7. A brand is first and foremost a name. ANS: NAT: TOP: MSC:

T DIF: Easy REF: Page 77 BUSPROG Analytic LOC: DISC: Creativity Brand Name KEY: Bloom's: Comprehension MBA: Managing Strategy & Innovation

8. Brand names must have an inherent meaning. ANS: NAT: TOP: MSC:

F DIF: Challenging REF: Page 77 BUSPROG Analytic LOC: DISC: Product Brand Name KEY: Bloom's: Knowledge MBA: Managing Strategy & Innovation

9. William is starting an advertising agency and is considering several names for his agency. In choosing a brand name (i.e., company name), it should convey information about the benefits of the brand rather than simply representing the name of the person founding the brand. ANS: NAT: TOP: MSC:

T DIF: Challenging REF: Page 77 BUSPROG Analytic LOC: DISC: Product Brand Name KEY: Bloom's: Application MBA: Managing Strategy & Innovation

10. The meaning of a brand name is built over time. ANS: NAT: TOP: MSC:

T DIF: Moderate REF: Page 77 BUSPROG Analytic LOC: DISC: Creativity Logos and Color KEY: Bloom's: Comprehension MBA: Managing Strategy & Innovation

11. Jasmine is a senior executive of a very successful 100-year old company. Some younger employees in the marketing department want to update the company’s logo, but Jasmine and other senior executives feel that a company lucky enough to survive for decades does not have to change or modify its logo. The executives are correct in their assessment. ANS: NAT: TOP: MSC:

F DIF: Challenging REF: Page 77 BUSPROG Analytic LOC: DISC: Creativity Logos and Color KEY: Bloom's: Application MBA: Managing Strategy & Innovation

12. The U.S. Patent and Trademark office issues more than 300,000 new brands each year. ANS: NAT: TOP: MSC:

F DIF: Easy REF: Page 78 BUSPROG Analytic LOC: DISC: Research Why Brand? KEY: Bloom's: Knowledge MBA: Generative Thinking

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

13. Brands convey information to customers. ANS: NAT: TOP: MSC:

T DIF: Easy REF: Page 78 BUSPROG Analytic LOC: DISC: Marketing Plan Why Brand? KEY: Bloom's: Knowledge MBA: Managing Administration & Control

14. Reliability implies a consistency or predictability in the performance of the product. ANS: NAT: TOP: MSC:

T DIF: Moderate REF: Page 78 BUSPROG Analytic LOC: DISC: Product Why Brand? KEY: Bloom's: Comprehension MBA: Operations Skills

15. Customers who participate in repeat purchasing are willing to pay premium prices for the brands they value. ANS: NAT: TOP: MSC:

T DIF: Challenging REF: Page 79 BUSPROG Analytic LOC: DISC: Customer Why Brand? KEY: Bloom's: Comprehension MBA: Managing Decision-Making Processes

16. Companies use brands to provide different offerings to satisfy different market segments. ANS: NAT: TOP: MSC:

T DIF: Easy REF: Page 79 BUSPROG Analytic LOC: DISC: Customer Why Brand? KEY: Bloom's: Knowledge MBA: Managing Decision-Making Processes

17. Concrete features of a product are the hardest to deliver and explain to customers. ANS: NAT: TOP: MSC:

F DIF: Moderate REF: Page 79 BUSPROG Analytic LOC: DISC: Product What are Brand Associations? KEY: Bloom's: Knowledge MBA: Knowledge of human behavior & society

18. A brand carries a promise that it can help customers achieve the persona to which they aspire. ANS: NAT: TOP: MSC:

T DIF: Challenging REF: Page 80 BUSPROG Analytic LOC: DISC: Product What are Brand Associations? KEY: Bloom's: Comprehension MBA: Knowledge of human behavior & society

19. Cognitive maps show what a person thinks when they think of a brand. ANS: T DIF: Moderate NAT: BUSPROG Analytic TOP: What are Brand Associations?

REF: Page 80 LOC: DISC: Product KEY: Bloom's: Comprehension

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

MSC: MBA: Knowledge of human behavior & society 20. James can relate to Google because he views himself and Google as innovative. ANS: NAT: TOP: MSC:

T DIF: Challenging REF: Page 81 BUSPROG Analytic LOC: DISC: Creativity Brand Personalities KEY: Bloom's: Application MBA: Knowledge of human behavior & society

21. None of the personality profiles for brands are better than the others; they’re just all different. ANS: NAT: TOP: MSC:

T DIF: Easy REF: Page 81 BUSPROG Analytic LOC: DISC: Product Brand Personalities KEY: Bloom's: Knowledge MBA: Knowledge of human behavior & society

22. It’s rare for brands to engage their customer’s hearts and minds. ANS: NAT: TOP: MSC:

F DIF: Easy REF: Page 82 BUSPROG Analytic LOC: DISC: Product Brand Communities KEY: Bloom's: Knowledge MBA: Managing Strategy & Innovation

23. A company that attaches the same name brand to all of its products is using the house of brands approach. ANS: NAT: TOP: KEY: MSC:

F DIF: Easy REF: Page 82 BUSPROG Analytic LOC: DISC: Product Umbrella Brands vs. House of Brands Bloom's: Comprehension MBA: Managing Administration & Control

24. Titleist Golf produces many major brands that all have their own brand name (ex., Titleist, Footjoy, Staysoft, Long Drive, etc.). This is a house of brands approach to brand naming, ANS: NAT: TOP: KEY:

T DIF: Moderate REF: Page 82 BUSPROG Analytic LOC: DISC: Product Umbrella Brands vs. House of Brands Bloom's: Application MSC: MBA: Managing the Task Environment

25. One of the most famous examples of umbrella branding approach is Procter and Gamble with about 80 major brands. ANS: NAT: TOP: KEY:

F DIF: Challenging REF: Page 82 BUSPROG Analytic LOC: DISC: Product Umbrella Brands vs. House of Brands Bloom's: Application MSC: MBA: Generative Thinking

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

26. A strength of the umbrella branding approach is that once the company brand is established in the marketplace, subsequent product introductions are easier for customers to accept. ANS: NAT: TOP: KEY: MSC:

T DIF: Easy REF: Page 82 BUSPROG Reflective Thinking LOC: DISC: Product Umbrella Brands vs. House of Brands Bloom's: Knowledge MBA: Knowledge of General Business Functions

27. The house of brands approach to branding provides stronger financial outcomes to a company than the umbrella branding strategy. ANS: NAT: TOP: KEY: MSC:

F DIF: Easy REF: Page 83 BUSPROG Reflective Thinking LOC: DISC: Product Umbrella Brands vs. House of Brands Bloom's: Knowledge MBA: Knowledge of General Business Functions

28. Brand extensions are a strategic use of a brand’s equity, in which the marketer leverages the brand’s good name to get customers to buy something new. ANS: NAT: TOP: KEY:

T DIF: Easy REF: Page 83 BUSPROG Reflective Thinking LOC: DISC: Product Brand-Extensions and Co-Branding Bloom's: Knowledge MSC: MBA: Managing Strategy & Innovation

29. A line extension is where a brand name is applied across different kinds of products. ANS: NAT: TOP: KEY:

F DIF: Moderate REF: Page 83 BUSPROG Analytic LOC: DISC: Product Brand-Extensions and Co-Branding Bloom's: Comprehension MSC: MBA: Managing the Task Environment

30. The distinction between a brand and line extension is not always clear. ANS: NAT: TOP: KEY:

T DIF: Easy REF: Page 85 BUSPROG Analytic LOC: DISC: Product Brand-Extensions and Co-Branding Bloom's: Knowledge MSC: MBA: Managing the Task Environment

31. An example of umbrella branding is Costco selling Starbucks coffee. ANS: NAT: TOP: KEY: MSC:

F DIF: Challenging REF: Page 85 BUSPROG Analytic LOC: DISC: Marketing Plan Brand-Extensions and Co-Branding Bloom's: Application MBA: Managing Administration & Control

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

32. Ingredient branding is the primary form of line extension in which one company and its product are the primary host and another company and its product add value to the host product. ANS: NAT: TOP: KEY:

F DIF: Challenging REF: Page 85 BUSPROG Analytic LOC: DISC: Product Brand-Extensions and Co-Branding Bloom's: Evaluation MSC: MBA: Managing Strategy & Innovation

33. A true global brand carries one name brand and logo, anywhere it is offered, and it is available in most world markets. ANS: NAT: TOP: KEY: MSC:

T DIF: Moderate REF: Page 85 BUSPROG Diversity LOC: DISC: International Perspective How are Brands Best Rolled Out Globally? Bloom's: Synthesis MBA: Knowledge of human behavior & society

34. Coke might have to brand their “Diet Coke” another name in other countries because of legal or cultural reasons. ANS: NAT: TOP: KEY: MSC:

T DIF: Moderate REF: Page 86 BUSPROG Diversity LOC: DISC: International Perspective How are Brands Best Rolled Out Globally? Bloom's: Application MBA: Knowledge of human behavior & society

35. Store brands do not play a major role in the market. ANS: NAT: TOP: MSC:

F DIF: Easy REF: Page 86 BUSPROG Analytic LOC: DISC: Marketing Plan Store Brands KEY: Bloom's: Knowledge MBA: Knowledge of General Business Functions

36. Store brands can offer decent quality for lower prices because they can advertise cheaply in newspaper and radio ads, and because they can easily promote the brand in-store. ANS: NAT: TOP: MSC:

T DIF: Moderate REF: Page 86 BUSPROG Analytic LOC: DISC: Marketing Plan Store Brands KEY: Bloom's: Knowledge MBA: Knowledge of General Business Functions

37. Retailers and store brands fight over prices. Premium brands have begun to offer their own second label priced near the store brand’s price. ANS: NAT: TOP: MSC:

T DIF: Easy REF: Page 86 BUSPROG Analytic LOC: DISC: Marketing Plan Store Brands KEY: Bloom's: Knowledge MBA: Knowledge of General Business Functions

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

38. Marketers want to measure the worth of a brand so they can asses a keep/sell scenario with the brand. ANS: NAT: TOP: MSC:

F DIF: Challenging REF: Page 87 BUSPROG Analytic LOC: DISC: Marketing Plan How is Brand Equity Determined? KEY: Bloom's: Comprehension MBA: Managing Strategy & Innovation

39. A brand is valued depending on the market value of the brand. In other words, what is the brand worth financially? ANS: NAT: TOP: MSC:

F DIF: Moderate REF: Page 87 BUSPROG Analytic LOC: DISC: Marketing Plan How is Brand Equity Determined? KEY: Bloom's: Knowledge MBA: Managing Strategy & Innovation

40. Interbrand finds the value of a brand by assessing the value of the firm and then subtracting the physical and financial assets. ANS: NAT: TOP: MSC:

T DIF: Challenging REF: Page 87 BUSPROG Analytic LOC: DISC: Research How is Brand Equity Determined? KEY: Bloom's: Synthesis MBA: Generative Thinking

MULTIPLE CHOICE 1. Which is not a quality associated with the brand name under the company’s control?

a. b. c. d.

product shape customer feedback packaging logo

ANS: NAT: TOP: MSC:

B DIF: Easy REF: Page 77 BUSPROG Reflective Thinking LOC: DISC: Pricing What is a Brand? KEY: Bloom's: Knowledge MBA: Managing Administration & Control

2. Companies build associations to their brands through _____.

a. b. c. d.

classical conditioning operant conditioning learning behavioral studies

ANS: NAT: TOP: MSC:

A DIF: Moderate REF: Page 77 BUSPROG Analytic LOC: DISC: Pricing What is a Brand? KEY: Bloom's: Knowledge MBA: Managing Administration & Control

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

3. Which of the following brand names lacks an inherent meaning?

a. b. c. d.

Coca-Cola Nike Trump Towers Geek Squad

ANS: NAT: TOP: MSC:

C DIF: Challenging REF: Page 77 BUSPROG Reflective Thinking LOC: DISC: Product Brand Name KEY: Bloom's: Application MBA: Managing Strategy & Innovation

4. Which is not true about firms and brands named after the founder?

a. b. c. d.

They tend to have no inherent meaning. They show little creativity in marketing. Customers can easily identify the name and products. They serve primarily as an ego trip for the founders.

ANS: NAT: TOP: MSC:

C DIF: Moderate REF: Page 77 BUSPROG Reflective Thinking LOC: DISC: Strategy Brand Name KEY: Bloom's: Synthesis MBA: Conscientiousness

5. ABC Company is entering a new international market and has decided to enter the market under a different brand name. The selected brand name should not ______.

a. b. c. d.

engage the customer verbally bring certain connotations to mind engage the customer sensually disregard cultural meanings

ANS: NAT: TOP: MSC:

D DIF: Easy BUSPROG Reflective Thinking Logos and Color MBA: Generative Thinking

REF: Page 77 LOC: DISC: Product KEY: Bloom's: Comprehension

6. Companies who survive for decades need to _____ their logos.

a. b. c. d.

colorize keep adapt simplify

ANS: NAT: TOP: MSC:

C DIF: Challenging REF: Page 77 BUSPROG Reflective Thinking LOC: DISC: Product Logos and Color KEY: Bloom's: Comprehension MBA: Generative Thinking

7. How many new brands are issued annually by the U.S. Patent and Trademark office?

a. b. c. d.

100,000 200,000 400,000 500,000

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

ANS: NAT: TOP: MSC:

A DIF: Easy REF: Page 78 BUSPROG Analytic LOC: DISC: Product Why Brand? KEY: Bloom's: Knowledge MBA: Managing Strategy & Innovation

8. Nancy is considering whether her toy manufacturing business should develop its own brand. Which is a company reward Nancy can expect from branding?

a. b. c. d.

Brands enhance loyalty. Brands confer status. Brands signal consistent quality. Brands convey information.

ANS: NAT: TOP: MSC:

A DIF: Challenging REF: Page 79 BUSPROG Reflective Thinking LOC: DISC: Product Why Brand? KEY: Bloom's: Application MBA: Managing Decision-Making Processes

9. Anne and Joseph lead the product development team for a national GPS system manufacturer. In reviewing customer satisfaction survey results, they find that product reliability is one of their customers’ biggest complaints. From a marketing perspective, reliability in a product means ______.

a. b. c. d.

it is expensive to own one the product will perform to quality standards the prestige of the product bolsters the consumers self-image maintenance and repair costs are high

ANS: NAT: TOP: MSC:

B DIF: Challenging REF: Page 79 BUSPROG Reflective Thinking LOC: DISC: Product Why Brand? KEY: Bloom's: Application MBA: Knowledge of Technology, Design, & Production

10. Scott, a young professional, buys a new BMW. Scott’s new BMW is an example of ______.

a. b. c. d.

a status symbol a market segment paying a premium price predictability in quality

ANS: NAT: TOP: MSC:

A DIF: Challenging REF: Page 79 BUSPROG Reflective Thinking LOC: DISC: Product Why Brand? KEY: Bloom's: Application MBA: Knowledge of Technology, Design, & Production

11. Scott, a young professional, buys a new BMW, even though a Mercede’s would have cost him less. Scott values the BMW brand. This is an example of _____.

a. b. c. d.

a status symbol a market segment paying a premium price predictability in quality

ANS: C DIF: Challenging REF: Page 79 NAT: BUSPROG Reflective Thinking LOC: DISC: Product

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

TOP: Why Brand? KEY: Bloom's: Application MSC: MBA: Knowledge of Technology, Design, & Production 12. Which of the following is not a physical quality of branding?

a. b. c. d.

name and logo cost packaging cognitive association

ANS: NAT: TOP: MSC:

D DIF: Easy BUSPROG Reflective Thinking What are Brand Associations? MBA: Operations Skills

REF: Page 79 LOC: DISC: Product KEY: Bloom's: Application

13. What is the key brand association?

a. b. c. d.

attributes such as appealing color and a creative name personal benefits of the product the extent to which the consumer feels a personal connection to the brand emotional benefits

ANS: NAT: TOP: MSC:

C DIF: Moderate REF: Page 80 BUSPROG Diversity LOC: DISC: International Perspective What are Brand Associations? KEY: Bloom's: Comprehension MBA: Knowledge of human behavior & society

14. Mac user groups are an example of _____.

a. b. c. d.

a brand community an emotional connection free advertising personal benefits

ANS: NAT: TOP: MSC:

A DIF: Challenging REF: Page 80 BUSPROG Diversity LOC: DISC: International Perspective What are Brand Associations? KEY: Bloom's: Application MBA: Knowledge of human behavior & society

15. A connection of nodes that deal with brand name, attributes, an...