Marketing Chapter 15 Social Media While Nonprofit Organizations Often Not Have The Resources Enhance Their

106. A brand that is marketed under the same name in multiple countries is referred to as a _______ brand.

107. The most valuable global brand as of 2012 was _______.

108. The biggest challenge in global branding is to remain easily recognizable at any location and, at the same time, be

compatible with _______.

109. Marketers often appeal to local culture through product _______.

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Learning Objective: 15-06 Discuss the major branding challenges facing global marketers.

Topic: Global Branding

110. _______ consumers are the most brand conscious and status conscious of all developed countries, and are generally

accepting of foreign brands.

111. For a nonprofit organization, its _______ has to help motivate donors, staff, volunteers, beneficiaries, and partners.

112. A nonprofit with high brand _______ can use the value stakeholders associate with the organization to raise the funds and

support it needs to accomplish its mission.

113. In the category of youth interest, _______ ranked as the most valuable nonprofit brand.

114. _______ tools are particularly important for nonprofit marketers because of their low cost relative to other traditional brand-

building media, such as television advertising.

115. A successful brand adds value to organizations through loyal customers and recognizable goods and services, both of

which lead to more revenue for the firm.

116. Brand-loyal customers typically exhibit more sensitivity to price.

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Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 15-01 Explain the importance of building a successful brand.

Topic: Branding

117. The phrase Just Do It is a brand mark for Nike.

118. Brand image is the unique set of associations target customers or stakeholders make with a brand.

119. A brand’s message should be easy to remember and remind consumers about the product attributes they care about most.

120. Brand equity is the value derived from the sale of a product.

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Difficulty: 1 Easy

Learning Objective: 15-02 Describe the relevance of brand equity for marketers.

Topic: Brand Equity

121. The BrandAsset Valuator suggests that brand equity is based on four dimensions: brand loyalty, brand image, brand

marks, and brand message.

122. Brand equity facilitates a brand’s expansion into new markets.

123. A consumer’s ability to identify the brand under a variety of circumstances is referred to as brand association.

124. Budweiser, best known for its beer, now has a barbeque sauce that uses the Budweiser name. This is an example of a

product extension.

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Learning Objective: 15-03 Compare some common strategies for developing brands.

Topic: Branding Strategy

125. Cannibalization occurs when existing products take sales away from new products the firm is trying to promote.

126. Rebranding is a strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity.

127. Revitalization of a brand often begins with an investment in rebuilding trust with consumers.

128. Betty Crocker produces a boxed brownie mix that features Hershey’s chocolate. This is an example of rebranding.

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Topic: Branding Strategy

129. As an alternative to extending its brand through new product development, a firm can choose to increase its own brand

equity by leveraging the equity of another brand using a co-branding strategy.

130. The benefit of co-branding is that if one of the brands involved receives negative publicity, it usually doesn‘t affect the other

brand in any way.

131. Products developed by a retailer and sold only by that specific retailer are called private label brands.

132. Both Walgreen’s and CVS have developed their own versions of products such as allergy medication, pain relievers, and

cold remedies. Each retailer developed the products and they are sold only in their own stores. These types of products are

referred to as private label brands.

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Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 15-03 Compare some common strategies for developing brands.

Topic: Branding Strategy

133. Private label brands are often positioned as a lower cost alternative to well-known manufacturer brands.

134. As a form of advertising, packaging does very little to promote the brand.

135. Among consumers who write product reviews online, a majority do so to relate negative experiences with the product.

136. A Klout score measure a user’s influence based on his or her ability to drive other people to act on social media sites.

137. Among those who share their brand experiences through social media, more than half said they do so to receive

discounts.

138. A global brand is a brand that is marketed under the same name in multiple countries.

139. Branding is less critical for nonprofit organizations because they do not have to generate profits or satisfy customers’ needs

with products.

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Topic: Branding for Nonprofit Organizations

140. What are the benefits to an organization of brand equity?

141. Describe the various brand strategies.

142. How can social media be used to get customers involved with brands?

143. You presently operate a successful catering business, but feel that your business has reached its maximum sales and profit

potential. You have a very strong brand that is recognized by most of the consumers in your area. How could you take

advantage of this brand equity to capitalize on your catering business and seek out additional sales?

144. You are the marketing manager for a small sporting goods store that specializes in winter sports such as hockey, skiing,

skating, snowboarding and other cold weather sports. You want to analyze the brand equity that your company has, which

basically looks at how valuable the brand is. What factors would you want to look at in your analysis?

145. You own a candy bar company and are considering changing your packaging (candy wrapper or box) to be more

environmentally friendly by using different (recycled or biodegradable) materials and less of those materials. This is a very

socially responsible strategy on your part, but what functions of packaging must you not lose in this change?

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Chapter 15 Test Bank Summary