Question 1

Since the real power of a brand exists in the minds of consumers, marketers must always capture and analyze customer feedback ________.

Accepted Answer

The answer of Since the real power of a brand...

Question 2

Quentin has a food truck in which he sells mainly burgers and fries. He decided to expand his product line to begin serving grilled chicken sandwiches as well. Quentin is noticing that his existing customers now order the chicken over the burgers, and his sales have not increased, in fact, they have decreased slightly. This is most likely due to

Accepted Answer

A)  poor marketing of the burger option.
B)  cannibalization.
C)  revitalization.
D)  low brand equity.
E)  differentiation.F) B) and C)
G) A) and C)

Question 3

When recommending products, which resource do social media users tend to trust the most?

Accepted Answer

A)  a company's website
B)  friends and family
C)  product review sites
D)  a company's Facebook page
E)  reviews posted on independent blogsF) A) and B)
G) C) and D)

Question 4

For which product category do 40 percent of shoppers spend half their money on private label brands?

Accepted Answer

A)  cleaning products
B)  personal care products
C)  groceries
D)  medication
E)  clothingF) D) and E)
G) All of the above

Question 5

As a marketing tool, packaging

Accepted Answer

A)  is not something that marketers are involved with.
B)  gives a product a chance to stand out among all the other choices on a store shelf.
C)  is not very important for communicating to the consumer.
D)  does little to help promote and reinforce brand image.
E)  is only crucial to a few products, since most products are heavily promoted in other ways.F) A) and B)
G) A) and C)

Question 6

Which component of a successful brand allows firms to engage customers through online surveys and social media tools?

Accepted Answer

A)  create a consistent brand image
B)  deliver a quality product
C)  capture feedback
D)  evaluate competitor's products
E)  create consistent brand messagingF) None of the above
G) A) and B)

Question 7

Firms that constantly offer discounts and specials have the potential to ________ the brand and its relationship with its customers.

Accepted Answer

The answer of Firms that constantly offer discounts and specials...

Question 8

Which is not a reason for the global strength of U.S. brands?

Accepted Answer

A)  There are few tariffs levied against U.S. brands imported into other countries.
B)  The Internet and the language associated with it are rooted in American brands and American imagery.
C)  American companies collectively benefit from the success of U.S. tech companies.
D)  The U.S. economy rebounded from the most recent financial crisis at a slightly faster pace than many European countries.
E)  Social networking sites have been important tools in promoting American brands internationally.F) B) and D)
G) C) and D)

Question 9

What are the benefits to an organization of brand equity?

Accepted Answer

Brand equity is the value an organizatio...

Question 10

According to your text, which marketer in today's world is most likely positioned for success?

Accepted Answer

A)  a marketer who connects with his or her audience through social media
B)  a marketer who is creative at crafting messages onto print ads
C)  a marketer who is creative at crafting messages onto digital materials
D)  a marketer who understands that the use of social media carries no risk
E)  a marketer who sticks to the traditional forms of advertisingF) D) and E)
G) B) and E)

Question 11

Private label brands are also referred to as ________ brands.

Accepted Answer

The answer of Private label brands are also referred to...

Question 12

Describe the various brand strategies.

Accepted Answer

An organization can expand into new prod...

Question 13

Dominique has been eating Philadelphia cream cheese since she was a little girl. Now when she buys cream cheese for her family, she always buys Philadelphia cream cheese and wouldn't think of using anything else. When it comes to using cream cheese, Dominique is displaying brand ________.

Accepted Answer

The answer of Dominique has been eating Philadelphia cream cheese...

Question 14

When the makers of Reese's candy bars decided to manufacture Reese's peanut butter, it was an example of

Accepted Answer

A)  brand revitalization.
B)  a product extension.
C)  a brand extension.
D)  co-branding.
E)  cannibalization.F) A) and B)
G) D) and E)

Question 15

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.

Accepted Answer

A) True 
 B)False

Question 16

Brand ________ is a strategy to recapture lost sources of brand equity, and identify and establish new sources of brand equity.

Accepted Answer

The answer of Brand ________ is a strategy to recapture...

Question 17

What are some ways that social media be used to get customers involved with brands?

Accepted Answer

Customers engage with brands via social ...

Question 18

The process of broadening the use of an organization's current brand to include new products is called

Accepted Answer

A)  co-branding.
B)  brand extension.
C)  brand revitalization.
D)  cannibalization.
E)  product extension.F) All of the above
G) C) and D)

Question 19

The fact that a consumer who has tried and likes a product and therefore, is more likely to continue buying it regardless of outside influences exemplifies the fact that

Accepted Answer

A)  consumers are not that knowledgeable in evaluating alternative products.
B)  brand image is the main reason consumers continue to purchase a brand.
C)  advertising a brand is the surest way to ensure repeat purchasing.
D)  brand equity increases a firm's ability to succeed in a difficult competitive environment.
E)  consumers do not like change when it comes to buying products.F) A) and B)
G) None of the above

Question 20

When it comes to measuring brand equity, which type of research is particularly helpful in identifying the sources of brand equity and its role in consumer decisions?

Accepted Answer

A)  brand recall surveys
B)  brand recognition research
C)  quantitative research
D)  product development research
E)  qualitative researchF) B) and E)
G) A) and B)

Exam 14: Branding

Since the real power of a brand exists in the minds of consumers, marketers must always capture and analyze customer feedback ________.

Correct Answer
verified

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.

Correct Answer
verified

As a marketing tool, packaging

Correct Answer
verified

When the makers of Reese's candy bars decided to manufacture Reese's peanut butter, it was an example of

Correct Answer
verified

For which product category do 40 percent of shoppers spend half their money on private label brands?

Correct Answer
verified

The fact that a consumer who has tried and likes a product and therefore, is more likely to continue buying it regardless of outside influences exemplifies the fact that

Correct Answer
verified

The process of broadening the use of an organization's current brand to include new products is called

Correct Answer
verified

Dominique has been eating Philadelphia cream cheese since she was a little girl. Now when she buys cream cheese for her family, she always buys Philadelphia cream cheese and wouldn't think of using anything else. When it comes to using cream cheese, Dominique is displaying brand ________.

Correct Answer
verified

Firms that constantly offer discounts and specials have the potential to ________ the brand and its relationship with its customers.

Correct Answer
verified

Brand ________ is a strategy to recapture lost sources of brand equity, and identify and establish new sources of brand equity.

Correct Answer
verified

Which is not a reason for the global strength of U.S. brands?

Correct Answer
verified

When recommending products, which resource do social media users tend to trust the most?

Correct Answer
verified

When it comes to measuring brand equity, which type of research is particularly helpful in identifying the sources of brand equity and its role in consumer decisions?

Correct Answer
verified

What are some ways that social media be used to get customers involved with brands?

Correct Answer
verified
Customers engage with brands via social ...
View Answer

Which component of a successful brand allows firms to engage customers through online surveys and social media tools?

Correct Answer
verified

Private label brands are also referred to as ________ brands.

Correct Answer
verified

According to your text, which marketer in today's world is most likely positioned for success?

Correct Answer
verified

Correct Answer
verified

What are the benefits to an organization of brand equity?

Correct Answer
verified
Brand equity is the value an organizatio...
View Answer

Describe the various brand strategies.

Correct Answer
verified
An organization can expand into new prod...
View Answer

Exam 14: Branding

Since the real power of a brand exists in the minds of consumers, marketers must always capture and analyze customer feedback ________.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

As a marketing tool, packaging

Correct AnswerverifiedShow Answer

When the makers of Reese's candy bars decided to manufacture Reese's peanut butter, it was an example of

Correct AnswerverifiedShow Answer

For which product category do 40 percent of shoppers spend half their money on private label brands?

Correct AnswerverifiedShow Answer

The fact that a consumer who has tried and likes a product and therefore, is more likely to continue buying it regardless of outside influences exemplifies the fact that

Correct AnswerverifiedShow Answer

The process of broadening the use of an organization's current brand to include new products is called

Correct AnswerverifiedShow Answer

Dominique has been eating Philadelphia cream cheese since she was a little girl. Now when she buys cream cheese for her family, she always buys Philadelphia cream cheese and wouldn't think of using anything else. When it comes to using cream cheese, Dominique is displaying brand ________.

Correct AnswerverifiedShow Answer

Firms that constantly offer discounts and specials have the potential to ________ the brand and its relationship with its customers.

Correct AnswerverifiedShow Answer

Brand ________ is a strategy to recapture lost sources of brand equity, and identify and establish new sources of brand equity.

Correct AnswerverifiedShow Answer

Which is not a reason for the global strength of U.S. brands?

Correct AnswerverifiedShow Answer

When recommending products, which resource do social media users tend to trust the most?

Correct AnswerverifiedShow Answer

When it comes to measuring brand equity, which type of research is particularly helpful in identifying the sources of brand equity and its role in consumer decisions?

Correct AnswerverifiedShow Answer

What are some ways that social media be used to get customers involved with brands?

Correct AnswerverifiedCustomers engage with brands via social ...View AnswerShow Answer

Which component of a successful brand allows firms to engage customers through online surveys and social media tools?

Correct AnswerverifiedShow Answer

Private label brands are also referred to as ________ brands.

Correct AnswerverifiedShow Answer

According to your text, which marketer in today's world is most likely positioned for success?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What are the benefits to an organization of brand equity?

Correct AnswerverifiedBrand equity is the value an organizatio...View AnswerShow Answer

Describe the various brand strategies.

Correct AnswerverifiedAn organization can expand into new prod...View AnswerShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Customers engage with brands via social ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Brand equity is the value an organizatio...
View Answer

Correct Answer
verified
An organization can expand into new prod...
View Answer