Question 1

From a business-to-business perspective,a strong corporate image provides each of the following functions,except:

Accepted Answer

A)  provides assurance regarding purchase decisions in unfamiliar settings 
B)  provides purchase alternatives 
C)  reduces search time 
D)  provides social acceptance of purchases 
A)  provides assurance regarding purchase decisions in unfamiliar settings 
B)  provides purchase alternatives 
C)  reduces search time 
D)  provides social acceptance of purchases

Question 2

Over the past few years,each of the following are changes that have occurred in the area of private branding,except:

Accepted Answer

A)  priced equal to national brands 
B)  improved quality 
C)  increased advertising of private brands 
D)  increased quality of in-store displays of private brands 
A)  priced equal to national brands 
B)  improved quality 
C)  increased advertising of private brands 
D)  increased quality of in-store displays of private brands

Question 3

When a company's marketing team introduces a new brand within a product category where it already has brands in an effort to appeal to target markets the team believes is not being reached by the company's main brand,which is being used?

Accepted Answer

A)  brand extension 
B)  private brand 
C)  flanker brand 
D)  complementary brand 
A)  brand extension 
B)  private brand 
C)  flanker brand 
D)  complementary brand

Question 4

Global brands do the best in:

Accepted Answer

A)  highly visible products such as clothing and furniture 
B)  high-profile, low-involvement products 
C)  high-profile, high-involvement products 
D)  low-involvement everyday products 
A)  highly visible products such as clothing and furniture 
B)  high-profile, low-involvement products 
C)  high-profile, high-involvement products 
D)  low-involvement everyday products

Question 5

Manufacturers are using all of the following methods to respond to inroads made by private labels except:

Accepted Answer

A)  modifying the brand's position in the marketplace 
B)  expanding product offerings 
C)  using alternative promotional methods 
D)  improving in-store displays and packaging 
A)  modifying the brand's position in the marketplace 
B)  expanding product offerings 
C)  using alternative promotional methods 
D)  improving in-store displays and packaging

Question 6

When business travelers began to view Holiday Inn as outdated with old decor,the management team remodeled many properties and terminated contracts with proprietors that did not meet the new standards,which is an example of:

Accepted Answer

A)  reinforcing the current image 
B)  developing a new image 
C)  rejuvenating an image 
D)  changing an image 
A)  reinforcing the current image 
B)  developing a new image 
C)  rejuvenating an image 
D)  changing an image

Question 7

Consumers recommend brands to their families and friends because of one or more salient attributes.

Accepted Answer

A) True 
 B)False

Question 8

If a company feels that offering a new product under the current brand name may adversely affect the current brand,the best approach would be to introduce the product as a(n):

Accepted Answer

A)  brand extension 
B)  ingredient brand 
C)  flanker brand 
D)  co-brand 
A)  brand extension 
B)  ingredient brand 
C)  flanker brand 
D)  co-brand

Question 9

Using a standardized global brand offers all of the following advantages except:

Accepted Answer

A)  lower marketing costs 
B)  meets the need of individual cultures within different countries 
C)  transference of best practices from one country to another 
D)  a higher perceived quality because it is sold in different countries 
A)  lower marketing costs 
B)  meets the need of individual cultures within different countries 
C)  transference of best practices from one country to another 
D)  a higher perceived quality because it is sold in different countries

Question 10

Federal Express is an example of a conceptual corporate name seeking to suggest the idea of express delivery.

Accepted Answer

A) True 
 B)False

Question 11

The Nike Swoosh is an example of a:

Accepted Answer

A)  brand 
B)  package 
C)  label 
D)  logo 
A)  brand 
B)  package 
C)  label 
D)  logo

Question 12

Although a label on a package must meet legal requirements,it represents another opportunity to reach consumers with a marketing message.

Accepted Answer

A) True 
 B)False

Question 13

A corporate image contains both visible and intangible elements.

Accepted Answer

A) True 
 B)False

Question 14

Quality logos and corporate names should meet four tests.They should be 1)easily recognizable,2)elicit a consensual meaning among those in the firm's target market,3)be familiar,and 4)evoke positive feelings.

Accepted Answer

A) True 
 B)False

Question 15

A corporation's image has little or no effect on other business activities,such as recruiting employees.

Accepted Answer

A) True 
 B)False

Question 16

Lucent Technologies and Google are examples of:

Accepted Answer

A)  overt names 
B)  implied names 
C)  conceptual names 
D)  iconoclastic names 
A)  overt names 
B)  implied names 
C)  conceptual names 
D)  iconoclastic names

Question 17

Iconoclastic names:

Accepted Answer

A)  reveal what the company does 
B)  capture the essence of the idea behind the brand 
C)  contain recognizable words or word parts that imply what the company is about 
D)  do not reflect the company's good or services, but instead something that is unique, different, and memorable 
A)  reveal what the company does 
B)  capture the essence of the idea behind the brand 
C)  contain recognizable words or word parts that imply what the company is about 
D)  do not reflect the company's good or services, but instead something that is unique, different, and memorable

Question 18

When Arm & Hammer advertises that baking soda can be used as a deodorizer in refrigerators,which product positioning strategy is being used?

Accepted Answer

A)  attribute 
B)  competitor 
C)  use or application 
D)  price-quality relationship 
A)  attribute 
B)  competitor 
C)  use or application 
D)  price-quality relationship

Question 19

Co-branding can take the following forms,except:

Accepted Answer

A)  flanker brand 
B)  ingredient brand 
C)  cooperative brand 
D)  complementary brand 
A)  flanker brand 
B)  ingredient brand 
C)  cooperative brand 
D)  complementary brand

Question 20

Stimulus codability is:

Accepted Answer

A)  a form of brand name 
B)  the perception that the brand is known 
C)  consensually held meanings among customers 
D)  another name for product positioning 
A)  a form of brand name 
B)  the perception that the brand is known 
C)  consensually held meanings among customers 
D)  another name for product positioning

From a business-to-business perspective,a strong corporate image provides each of the following functions,except:

Over the past few years,each of the following are changes that have occurred in the area of private branding,except:

When a company's marketing team introduces a new brand within a product category where it already has brands in an effort to appeal to target markets the team believes is not being reached by the company's main brand,which is being used?

Global brands do the best in:

Manufacturers are using all of the following methods to respond to inroads made by private labels except:

When business travelers began to view Holiday Inn as outdated with old decor,the management team remodeled many properties and terminated contracts with proprietors that did not meet the new standards,which is an example of:

Consumers recommend brands to their families and friends because of one or more salient attributes.

If a company feels that offering a new product under the current brand name may adversely affect the current brand,the best approach would be to introduce the product as a(n):

Using a standardized global brand offers all of the following advantages except:

Federal Express is an example of a conceptual corporate name seeking to suggest the idea of express delivery.

The Nike Swoosh is an example of a:

Although a label on a package must meet legal requirements,it represents another opportunity to reach consumers with a marketing message.

A corporate image contains both visible and intangible elements.

Quality logos and corporate names should meet four tests.They should be 1)easily recognizable,2)elicit a consensual meaning among those in the firm's target market,3)be familiar,and 4)evoke positive feelings.

A corporation's image has little or no effect on other business activities,such as recruiting employees.

Lucent Technologies and Google are examples of:

Iconoclastic names:

When Arm & Hammer advertises that baking soda can be used as a deodorizer in refrigerators,which product positioning strategy is being used?

Co-branding can take the following forms,except:

Stimulus codability is:

Integrated Marketing Communications

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 2: Corporate Image and Brand Management

From a business-to-business perspective,a strong corporate image provides each of the following functions,except:

Over the past few years,each of the following are changes that have occurred in the area of private branding,except:

When a company's marketing team introduces a new brand within a product category where it already has brands in an effort to appeal to target markets the team believes is not being reached by the company's main brand,which is being used?

Global brands do the best in:

Manufacturers are using all of the following methods to respond to inroads made by private labels except:

When business travelers began to view Holiday Inn as outdated with old decor,the management team remodeled many properties and terminated contracts with proprietors that did not meet the new standards,which is an example of:

Consumers recommend brands to their families and friends because of one or more salient attributes.

If a company feels that offering a new product under the current brand name may adversely affect the current brand,the best approach would be to introduce the product as a(n):

Using a standardized global brand offers all of the following advantages except:

Federal Express is an example of a conceptual corporate name seeking to suggest the idea of express delivery.

The Nike Swoosh is an example of a:

Although a label on a package must meet legal requirements,it represents another opportunity to reach consumers with a marketing message.

A corporate image contains both visible and intangible elements.

Quality logos and corporate names should meet four tests.They should be 1)easily recognizable,2)elicit a consensual meaning among those in the firm's target market,3)be familiar,and 4)evoke positive feelings.

A corporation's image has little or no effect on other business activities,such as recruiting employees.

Lucent Technologies and Google are examples of:

Iconoclastic names:

When Arm & Hammer advertises that baking soda can be used as a deodorizer in refrigerators,which product positioning strategy is being used?

Co-branding can take the following forms,except:

Stimulus codability is:

Integrated Marketing Communications

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters