Question 1

The marcom imperative is to move brands from a state of unawareness,to recognition,on to recall,and ultimately to top-of-mind awareness (TOMA).

Accepted Answer

A) True 
 B)False  True

Question 2

Grocery brands possessing higher equity _____.

Accepted Answer

A)   generate higher revenue premiums 
B)   lose their popularity 
C)   change prices often 
D)   have less goodwill than other brands 
E)   do not represent the store's values A

Question 3

Bill is given a list of brands of shaving products by a researcher and is asked to mark all those that he is aware of.Which level of awareness is this assessing?

Accepted Answer

A)   recall 
B)   recognition 
C)   aided recall 
D)   unaided recall 
E)   positive awareness B

Question 4

Revenue premium is defined as the revenue difference between a branded item and a corresponding private-labeled brand.

Accepted Answer

A) True 
 B)False

Question 5

Marketing-mix modeling employs multivariate regression analysis to estimate the effects that the various advertising and promotion elements have in driving sales volume.

Accepted Answer

A) True 
 B)False

Question 6

Joey makes a type of peanut butter,JPB, that has become popular in Cincinnati.Jenni sells homemade ice cream treats and she has created a new treat using JPB.To increase profitability for both Joey and Jenni,the packaging for the JPB ice cream treats should display both companies' names and logos.This is known as

Accepted Answer

A)   duo branding 
B)   brand profiteering 
C)   brand sharing 
D)   co-branding 
E)   brand transferring

Question 7

Brand equity from the customer's perspective consists of _____.

Accepted Answer

A)   brand awareness and brand image 
B)   brand awareness and brand preference 
C)   brand image and brand insistence 
D)   brand image and brand tolerance 
E)   brand awareness and brand tolerance

Question 8

Co-branding occurs when two or more brands enter into a partnership that potentially serves to enhance both brands' equity and profitability.

Accepted Answer

A) True 
 B)False

Question 9

Lee Michaels is a national chain jewelry store found in many malls across the U.S.Laurie went in to look at the watches,but she was unfamiliar with some of the brands.The salesperson told her that they were all Swiss-made,meaning they were made in Switzerland,which is known worldwide for the quality of the timepieces produced there.From which source are these brands leveraging their brand meaning?

Accepted Answer

A)   other brands 
B)   people 
C)   places 
D)   things 
E)   names

Question 10

Which of the following is NOT a trait shared by the world's strongest brands?

Accepted Answer

A)   The brand excels at delivering the benefits customers truly desire. 
B)   The brand stays relevant. 
C)   The pricing system is based on consumers' perceptions of value. 
D)   The brand relies on mass media advertising to satisfy the brand's positioning strategy. 
E)   The brand portfolio and hierarchy make sense.

Question 11

Name and describe the two forms of brand knowledge from a consumer perspective.

Accepted Answer

The answer of Name and describe the two forms of...

Question 12

Which personality dimension has General Motors attempted to create for its repair services through its hypothetical "Mr.Goodwrench," who represents the name and "face" of the trained technicians who work in thousands of GM dealerships?

Accepted Answer

A)   sincerity 
B)   excitement 
C)   competence 
D)   sophistication 
E)   ruggedness

Question 13

Kellogg's,a cereal manufacturer,and Disney and Pixar have partnered in brands of cereal targeted to children.The cereals are named after their movies,such as Finding Nemo and The Incredibles.What is this alliance known as?

Accepted Answer

A)   cross-branding 
B)   ingredient branding 
C)   family-branding 
D)   co-branding 
E)   multi-branding

Question 14

Managers learn from the analytic aspect of marketing mix modeling which marcom elements are outperforming others and can then use this statistical information to _____.

Accepted Answer

A)   shift budgets from program element to element 
B)   reposition products to better meet the needs of consumers 
C)   develop new products and services 
D)   construct more appropriate messages for their target market 
E)   identify new markets for their products and/or services

Question 15

From the company's viewpoint,which of the following is the best statement a customer can make about a brand?

Accepted Answer

A)   I like this brand. 
B)   This brand has the best value. 
C)   This brand is my favorite. 
D)   I like the way this brand works. 
E)   This brand has the best quality.

Question 16

Which technique is increasingly being used to assess the relative effect each program element has compared to the effects of other elements?

Accepted Answer

A)   marketing-mix modeling 
B)   structural equation modeling 
C)   marketing optimization modeling 
D)   multidimensional scaling 
E)   calibration modeling

Question 17

The vast majority of marketing executives and marketing academics are against gauging the effect of marcom efforts in terms of the return on marketing investment,or ROMI,because it is almost impossible to measure.

Accepted Answer

A) True 
 B)False

Question 18

Maria is asked by a market researcher to tell him the particular thoughts and feelings she has about Starbuck's coffee.A particular thought or feeling that comes to Maria's mind is known as a(n)_____.

Accepted Answer

A)   brand dimension 
B)   cognition 
C)   brand link 
D)   association 
E)   think-feel linkage

Question 19

All organizations and their products can be considered brands.

Accepted Answer

A) True 
 B)False

Question 20

When two or more brands enter into a partnership that potentially serves to enhance both brands' equity and profitability,_____ has occurred.

Accepted Answer

A)   cross-branding 
B)   co-branding 
C)   multi-branding 
D)   family-branding 
E)   house-branding

Exam 2: Enhancing Brand Equity and Accountability

The marcom imperative is to move brands from a state of unawareness,to recognition,on to recall,and ultimately to top-of-mind awareness (TOMA).

Grocery brands possessing higher equity _____.

Bill is given a list of brands of shaving products by a researcher and is asked to mark all those that he is aware of.Which level of awareness is this assessing?

Revenue premium is defined as the revenue difference between a branded item and a corresponding private-labeled brand.

Marketing-mix modeling employs multivariate regression analysis to estimate the effects that the various advertising and promotion elements have in driving sales volume.

Brand equity from the customer's perspective consists of _____.

Co-branding occurs when two or more brands enter into a partnership that potentially serves to enhance both brands' equity and profitability.

Which of the following is NOT a trait shared by the world's strongest brands?

Name and describe the two forms of brand knowledge from a consumer perspective.

Which personality dimension has General Motors attempted to create for its repair services through its hypothetical "Mr.Goodwrench," who represents the name and "face" of the trained technicians who work in thousands of GM dealerships?

Kellogg's,a cereal manufacturer,and Disney and Pixar have partnered in brands of cereal targeted to children.The cereals are named after their movies,such as Finding Nemo and The Incredibles.What is this alliance known as?

Managers learn from the analytic aspect of marketing mix modeling which marcom elements are outperforming others and can then use this statistical information to _____.

From the company's viewpoint,which of the following is the best statement a customer can make about a brand?

Which technique is increasingly being used to assess the relative effect each program element has compared to the effects of other elements?

The vast majority of marketing executives and marketing academics are against gauging the effect of marcom efforts in terms of the return on marketing investment,or ROMI,because it is almost impossible to measure.

Maria is asked by a market researcher to tell him the particular thoughts and feelings she has about Starbuck's coffee.A particular thought or feeling that comes to Maria's mind is known as a(n) _____.

All organizations and their products can be considered brands.

When two or more brands enter into a partnership that potentially serves to enhance both brands' equity and profitability,_____ has occurred.