978-1260100044 Test Bank Chapter 9 Part 3

79. Which of the following offers marketing managers a useful technique for measuring and developing a product’s

position by taking consumers’ perceptions of how similar various brands or products are to each other and relates

these perceptions to product attributes?

A. regression analysis

B. conjoint analysis

C. analytical mapping

D. perceptual mapping

E. laddering

80. Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as for

women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a

little doll in dungarees that is portrayed as “cool,” to alter this market’s perception of this brand. Vanity Fair’s

deliberate decision to significantly alter the way the market views its brand is an example of

A. product positioning.

B. product repositioning.

C. brand extension.

D. brand leveraging.

E. brand revival.

81. The value consumers assign to a brand above and beyond the functional characteristics of the product is known

as

A. brand solvency.

B. brand liquidation.

C. brand image.

D. brand equity.

E. brand leverage.

82. When Honda introduced its Odyssey mini-van, its advertising merely claimed, “It’s the Honda of mini-vans.”

This is an example of

A. brand leverage.

B. brand generalization.

C. brand discrimination.

D. brand substitute.

E. brand complement.

83. The repositioning of the Johnnie Walker whiskey brand with the Jane Walker whiskey special promotion may

lead to consequences of

A. brand equity erosion.

B. customer alienation.

C. brand extendability.

D. All of these choices are correct.

E. brand equity erosion and customer alienation.

9-35

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 09-05 Understand the application of learning to brand positioning, equity, and leverage.

Topic: Brand Equity and Brand Image

84. When consumers see the new product (i.e., brand extension) as requiring the same manufacturing skills as the

original, successful brand leverage is more likely. Which dimension is this referring to?

A. complement

B. substitute

C. transfer

D. image

E. extension

85. Long-term memory (LTM) is also called working memory.

86. Semantic memory is the memory of a sequence of events in which a person participated.

87. Flashbulb memories are fleeting experiences that tend to be forgotten quickly.

88. In general, multiple memory nodes are activated simultaneously.

89. Explicit memory is characterized by the conscious recollection of an exposure event.

90. Level of involvement is the primary determinant of how material is learned.

91. The process of encouraging partial responses leading to the final desired response is known as classical

conditioning.

92. Consumers must directly experience a reward or punishment to learn.

93. Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli.

94. In conditioned learning, forgetting is often referred to as extinction.

9-38

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 09-04 Summarize the factors affecting information retrieval from memory.

Topic: Learning, Memory, and Retrieval

95. Self-concept indicates that consumers are relating brand information to themselves.

96. Learning cannot occur in the absence of reinforcement.

97. Echoic memory is the memory of sounds, including words.

98. Bland music which is not dynamic and interesting will most likely stimulate earworms.

9-39

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Moderate

Gradable: automatic

Learning Objective: 09-04 Summarize the factors affecting information retrieval from memory.

Topic: Repetition

99. Brand image refers to the semantic memory of a brand.

100. Successful brand leverage generally requires that the original brand have a strong positive image and that the

new product fit with the original product on each of the following four dimensions: complement, substitute, transfer,

and image.

9-40

of McGraw-Hill Education.

Essay Questions

101. Name and describe the two components of memory.

Explanation:

Memory consists of two interrelated components: short-term memory and long-term memory. These are not distinct

physiological entities. Instead, short-term memory (STM) or working memory is that portion of total memory that

is currently activated or in use. Long-term memory (LTM) is that portion of total memory devoted to permanent

storage.

102. Bryan is the brand manager for a brand of paper towels and knows that consumers’ involvement with this

product is low. Name and briefly describe learning theories that are appropriate for this situation, and provide an

9-41

of McGraw-Hill Education.

103. Strength of learning is one factor that determines how long-lasting a learned response will be. That is, the

stronger the original learning (e.g., of nodes and links between nodes), the more likely relevant information will be

retrieved when required. Discuss three of the six factors enhancing the strength of learning.

104. Explain the concept of memory interference, and discuss four strategies for reducing it.

105. Compare and contrast the terms brand image, brand equity, product positioning, and brand leverage.

9-43

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Moderate

Gradable: manual

Learning Objective: 09-05 Understand the application of learning to brand positioning, equity, and leverage.

Topic: Brand Image and Product Positioning

Chapter 09 Test Bank Summary