65) Which of the following was the top global brand, based on brand value, in 2016?
A) Google
B) Apple
C) Coca-Cola
D) McDonald’s
E) Walmart
66) Which of the following is NOT a desirable quality for a brand name?
A) It should suggest something about the product’s benefits and qualities.
B) It should be easy to pronounce, recognize, and remember.
C) The brand should be a long word to get attention.
D) The name should translate easily into foreign languages.
E) It should be distinctive.
67) A ________ is a legal sign or symbol that indicates ownership.
A) trademark
B) logo
C) brand
D) patent
E) brand position
68) ________ refers to how consumers see a brand relative to the other brands in the product
category.
A) Segmenting
B) Targeting
C) Differentiating
D) Positioning
E) Trademarking
69) Bold, fun, exciting, and daring are all examples of ________.
A) brand promises
B) brand positions
C) brand personalities
D) brand equities
E) brand value
70) Brand value comes in two forms: the value to the ________ and the value to the ________.
A) consumer; competitor
B) consumer; corporation
C) competitor; channel
D) corporation; competitor
E) shareholder; stakeholder
71) Brand ________ programs offer customers rewards for repeat business.
A) value
B) equity
C) extension
D) integration
E) loyalty
72) ________ is the intangible value of the brand based on the relationships with its
stakeholders, as well as intellectual property.
A) Brand position
B) Brand parity
C) Brand image
D) Brand identity
E) Brand equity
73) Which of the following measures the financial value the brand contributes to a company?
A) trademark
B) copyright
C) brand image
D) brand identity
E) brand equity
74) ________ refers to the use of a brand name of a component in another product’s advertising
and promotion.
A) Co-branding
B) Ingredient branding
C) Inside branding
D) Brand licensing
E) Integrated branding
75) A company that uses an established brand name with a related line of products is using a(n)
________.
A) co-brand
B) ingredient brand
C) brand extension
D) licensed brand
E) parity brand
76) Which of the following is a strategy that uses two brand names owned by two separate
companies to create a partnership offering?
A) co-branding
B) equity branding
C) brand licensing
D) integrated branding
E) parity branding
77) Using ________, a partner company rents another company’s brand name and transfers some
of that brand equity to another product.
A) co-branding
B) equity branding
C) brand licensing
D) integrated branding
E) parity branding
78) Through its communication of a ________, a brand sets expectations for what a customer
believes will happen when the product is used.
A) brand promise
B) point of differentiation
C) competitive advantage
D) brand personality
E) brand equity
79) A ________ brand is one that is marketed in a single country.
A) house
B) local
C) regional
D) store
E) private
80) A(n) ________ brand is available in a number of different countries in various parts of the
world.
A) parity
B) local
C) regional
D) extension
E) international
81) A company that takes a ________ approach to international marketing tries to make
accommodations in its marketing mix for cultural differences.
A) parity
B) domestic
C) global
D) standardized
E) localized
82) Brand relationship strategies aim to do which of the following?
A) introduce a product to new markets
B) demonstrate a product’s effectiveness
C) extend a brand’s image to a new product
D) highlight a competitive advantage
E) build long-term loyalty and trust with customers
83) Which of the following refers to the rapid spread of a brand message on the Internet through
a wide network of contacts?
A) brand stewardship
B) brand parity
C) direct marketing
D) indirect marketing
E) viral marketing
84) Peter purchased an inexpensive necklace from a department store to give to his sweetheart,
Julie, on Valentine’s Day. He didn’t want her to know that he did not spend very much for the
jewelry, so he put it in a box he had from an upscale jewelry store that sells only expensive
items. When Julie unwrapped her gift, she was excited to see that it came from this store and
absolutely loved the necklace Peter gave her. Which key concept of marketing does this
illustrate?
A) push strategy
B) branding
C) integration
D) pull strategy
E) distribution
85) Laurie owns a 2014 Honda Accord, which is the third Honda vehicle that she and her
husband have owned. They describe themselves as a “Honda family” and intend to purchase
another Honda automobile when their daughter gets her driver’s license. They know and trust
Hondas. Which key concept of marketing does this illustrate?
A) brand framework
B) brand relationship
C) brand personality
D) cause marketing
E) organization identity
86) When Tylenol pain relief capsules were tampered with in 1982, resulting in the death of
several consumers, the manufacturer pulled all of its products from store shelves, redesigned
packaging to resist tampering, and reintroduced noncapsule forms of the product. This was very
expensive for Tylenol to do, but the company knew that the reputation, meaning, and value that
its brand name had acquired over time held financial value. Today, Tylenol brand medications
have the reputation of being high-quality products. The reputation, meaning, and value that the
Tylenol brand name has acquired over time is known as ________.
A) brand personality
B) brand transformation
C) brand framework
D) brand relationship
E) brand equity
87) Intel manufactures computer chips that are part of several personal computer manufacturers’
finished products. Intel and the computer manufacturers realized that customers valued the
superior quality of Intel computer chips and were asking whether or not the computer they were
considering purchasing contained an Intel computer chip. As a result, Intel and computer
manufacturers started communicating through advertising and other promotional tools that
there’s “Intel Inside.” This is an example of ________.
A) primary branding
B) secondary branding
C) supply chain branding
D) component branding
E) ingredient branding
88) An apparel marketer is planning to launch an existing brand name into a new product
category. Which brand development strategy is being implemented?
A) co-branding
B) brand extension
C) ingredient branding
D) brand licensing
E) rebranding
89) Which of the following adds primarily psychological value to a product?
A) branding
B) quality
C) features
D) convenience
E) service
90) Which of the following is an advantage offered by co-branding?
A) Manufacturers do not have to invest in creating their own brand names.
B) Retailers have exclusive products that cannot be purchased from competitors.
C) A company can expand its existing brand into a category it otherwise might have difficulty
entering alone.
D) Advertising, sales, promotion, and marketing do not need to be as carefully coordinated.
E) Brand equity is stabilized.
91) The term stakeholders refers to customers of a product as well as employees of the company
that produces and markets the product.
92) The goal in marketing is to sell as many products as possible.
93) The key players in the marketing industry include the marketer, suppliers and vendors,
distributors and retailers, and marketing partners, such as agencies.
94) The materials and ingredients used in producing the product are obtained from other
companies, who are referred to as distributors.
95) The channel of distribution refers to the complex network of suppliers who produce
components and ingredients that are then sold to the manufacturer.
96) The supply chain refers to the various companies that are involved in moving a product from
its manufacturer into the hands of its buyer.
97) Only manufacturers advertise.
98) A market can refer to either a place or a particular type of buyer.
99) Institutional markets consist of people who buy products and services for personal use.
100) Institutional markets are made up of nonprofit organizations only.
101) Channel marketing targets intermediaries rather than consumers.
102) The only marketing mix element with communication effects is promotion.
103) Product performance delivers the loudest message about a product and determines whether
the product is purchased again.
104) Price copy is the focus of a great deal of retail advertising.
105) The process of assessing whether there are identifiable groups within the market whose
needs and wants intersect with the product and its features is known as point of differentiation.
106) The phrase “clicks or bricks” refers to whether a product is sold online or in a traditional
store.
107) The goal of brand communication is to create immediate sales to people who are shopping
for a product.
108) Information from the marketing mix can add value to a brand.
109) A push strategy directs marketing efforts at the consumer in an attempt to stimulate
consumer demand.
110) In personal sales, leads are also known as prospects.
111) A car manufacturer buys tires from a tire manufacturer. These manufacturers are part of the
institutional market.
112) Channel marketing is used to target messages to intermediaries rather than consumers.
113) An IMC program is more complex than a traditional advertising plan.
114) Integrated marketing communication (IMC) is a recent trend that uses databases to drive
communication with customers and keep track of their interactions with a company.
115) Synergy is created when the components of integrated marketing communication have more
impact as a whole than they would individually.
116) The branding of an organization will occur even if a branding process is not managed.
117) Advertising is the process of creating the tangible and intangible elements of a brand.
118) Goodwill refers to the part of brand equity that is based on relationships.
119) Co-branding means acknowledging a supplier’s brand as an important product feature or
component.
120) In marketing terms, ROI stands for rate of interest.
121) Marketers who calculate ROI do not need to use other tools or techniques to evaluate the
efficiency and effectiveness of their marketing communications.
122) The calculation of ROI identifies how much money a brand made in comparison to its
expenses.
123) Word-of-mouth communication about a product is persuasive because people tend to have
more faith in comments from friends and family members than in planned marketing
communication messages.
124) Retailers and wholesalers who have created their own brands—such as Walmart’s Sam’s
Choice beverages and food products—are participating in co-branding.
125) To maximize the toothpaste market in China, Crest needs to convince more of the Chinese
population to brush their teeth three times a day. Crest is most likely to use a standardized
approach for its marketing in China.
126) Describe the roles of the four key players in marketing.
127) Name and describe the four main types of markets, and discuss characteristics of
advertising targeted toward each market.
128) How are the product, price, and place elements of the marketing mix involved in
contributing communication effects in the marketing mix?
129) What is the difference between a supply chain and a distribution chain?
130) What are the typical communication goals in a product launch?
131) Blenco, Inc. is a manufacturer of frozen breakfast products, such as biscuits, pancakes, and
waffles. Blenco does not spend any money on consumer advertising or promotions, but rather
concentrates its promotion budget on intermediaries in the channel of distribution. What
promotion strategy is Blenco pursuing, and which promotion tools are most appropriate for
implementing this strategy?
132) You just interviewed for a job with Dial, Inc. and learned that they are looking for someone
who will call on grocery, drug, and convenience stores to sell and service Dial’s health and
beauty aid items to these types of retailers. What type of personal selling does this represent?
133) Explain the concept of integrated marketing communications.
134) How does integrated marketing communication (IMC) build brand identity?
135) Describe the evolution of Procter & Gamble’s Ivory soap. How does it illustrate the concept
of branding?
136) What kind of control does a company have over the meaning of one of its brands?
137) Consider such brand names as A1 Steak Sauce, 409, A & D Ointment, A & W Root Beer,
and Super 8. Why might such names with alphanumeric characters aid in brand name selection?
138) What is the difference between an intangible feature and a tangible feature?
139) Why are the intangible features of a brand just as important as the tangible features of a
brand?
140) Why is it important for a brand promise to be simple and honest?
141) How does a brand name add value to a product?
142) Explain why someone would rather have a Rolex watch than a Timex watch, which is as
reliable as a Rolex but considerably less expensive.
143) What is a brand loyalty program? Give an example of one.
144) When Dell indicates in its ads and on its computer boxes “Intel inside,” what type of
branding is this, and why does Dell do this?
145) How do marketing managers use ROI?
146) What types of products would be successful with standardized global marketing?
147) What are brand relationship strategies, and why are they important?
148) Why might a viral marketing strategy be risky?
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Copyright © 2019 Pearson Education, Inc.
Refer to the passage below to answer the following questions.
Gore-Tex is a revolutionary material that is used in several types of outer- and athletic-wear that
can keep consumers warm and dry in the winter but also cool in the summer. It is lighter and
stronger than other types of materials, such as wool or cotton, and costs more. However, many
consumers of these products were not aware of the advantages of Gore-Tex when comparing
products and were put off by the very high price. To change this, Gore-Tex hired an advertising
agency to assist in creating a special meaning for the brand and to communicate the advantages
to end-user consumers. Gore-Tex also worked with the manufacturers of the products into which
Gore-Tex was incorporated to encourage them to call attention to the fact that Gore-Tex is used
in their products.
149) Which key concept in marketing is illustrated by Gore-Tex’s desire to create a special
meaning for it, and how can advertising help accomplish this?
150) Manufacturers of apparel products using Gore-Tex include that information on their product
labels as well as in their advertising. What is this practice called, and why do these
manufacturers use this approach?