BM350 Lessons 4 & 5 Exam SCORE 97.5 PERCENT

Quiz

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Note: It is recommended that you save your response as you complete each question.

 

Question 1 (2.5 points)

 

__________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

Question 1 options:

	a)  Consumer profitability analysis
	b)  Competitor indexing
	c)  The service blueprint
	d)  The competitive frame of reference

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Question 2 (2.5 points)

 

__________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.

Question 2 options:

	a)  Points-of-parity
	b)  Points-of-difference
	c)  Points-of-inflection
	d)  Points-of-presence

Question 3 (2.5 points)

 

__________ is a company's ability to perform in one or more ways that competitors cannot or will not match.

Question 3 options:

	a)  Brand positioning
	b)  Market research
	c)  Competitive advantage
	d)  Competitor analysis

Question 4 (2.5 points)

 

The American Marketing Association defines a __________ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

Question 4 options:

	a)  copyright
	b)  trademark
	c)  slogan
	d)  brand

Question 5 (2.5 points)

 

According to BrandAsset Valuator model, leadership brands show:

Question 5 options:

	a)  high levels of energy, differentiation, relevance, knowledge, and esteem.
	b)  higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still.
	c)  higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still.
	d)  low levels on energy, differentiation, relevance, knowledge, and esteem.

Question 6 (2.5 points)

 

__________ brand equity is the differential effect that brand knowledge has on consumer response to the marketing of that brand.

Question 6 options:

	a)  Mission-driven
	b)  Customer-based
	c)  Product-driven
	d)  Service-driven

Question 7 (2.5 points)

 

A supplier creates better information systems, and introduces bar coding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its:

Question 7 options:

	a)  innovativeness.
	b)  reliability.
	c)  insensitivity.
	d)  resilience.

Question 8 (2.5 points)

 

Marketers typically focus on brand __________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.

Question 8 options:

	a)  equity
	b)  awareness
	c)  benefits
	d)  architecture

Question 9 (2.5 points)

 

Brand __________ is the added value endowed to products and services.

Question 9 options:

	a)  loyalty
	b)  equity
	c)  preference
	d)  identity

Question 10 (2.5 points)

 

Brand __________ are devices that can be trademarked and serve to identify and differentiate the brand.

Question 10 options:

	a)  elements
	b)  value propositions
	c)  perceptions
	d)  images

Question 11 (2.5 points)

 

Competitive superiority and channel support are factors that influence the __________ multiplier of the brand value chain.

Question 11 options:

	a)  program
	b)  customer
	c)  brand
	d)  profit

Question 12 (2.5 points)

 

Brand salience:

Question 12 options:

	a)  is customers' emotional responses and reactions with respect to the brand.
	b)  is how often and how easily customers think of the brand under various purchase or consumption situations.
	c)  is how well the product or service meets customers' functional needs.
	d)  describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs.

Question 13 (2.5 points)

 

Brand __________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company's own employees understand what the brand represents.

Question 13 options:

	a)  mantras
	b)  symbols
	c)  logos
	d)  alliances

Question 14 (2.5 points)

 

Which of the following statements about the branding guidelines for a small business is TRUE?

Question 14 options:

	a)  A small business must creatively conduct low-cost marketing research.
	b)  A small business must avoid leveraging secondary brand associations.
	c)  A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image.
	d)  A small business must disintegrate the brand elements to maximize the contribution of each of the three main sets of brand equity drivers.

Question 15 (2.5 points)

 

Which of the following value creation processes means translating milestones into symbols and artifacts?

Question 15 options:

	a)  Staking
	b)  Evangelizing
	c)  Milestoning
	d)  Badging

Question 16 (2.5 points)

 

A brand __________ can be defined as any information-bearing experience a customer or prospect has with the brand, the product category, or the market that relates to the marketer's product or service.

Question 16 options:

	a)  value
	b)  personality
	c)  trait
	d)  contact

Question 17 (2.5 points)

 

__________ branding consists of activities and processes that help inform and inspire employees about brands.

Question 17 options:

	a)  Internal
	b)  Personal
	c)  Individual
	d)  External

Question 18 (2.5 points)

 

With respect to the "six brand building blocks," brand __________ signifies how well the product or service meets customers' functional needs.

Question 18 options:

	a)  judgment
	b)  imagery
	c)  salience
	d)  performance

Question 19 (2.5 points)

 

__________ are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service class.

Question 19 options:

	a)  Category points-of-difference
	b)  Conceptual points-of-parity
	c)  Competitive points-of-parity
	d)  Category points-of-parity

Question 20 (2.5 points)

 

Brand __________ is the job of estimating the total financial worth of the brand.

Question 20 options:

	a)  tracking
	b)  auditing
	c)  equity
	d)  valuation

 

Question 21 (2.5 points)

 

When the total market expands, the market __________ usually gains the most.

Question 21 options:

	a)  challenger
	b)  leader
	c)  follower
	d)  nicher

Question 22 (2.5 points)

 

An alternative to being a market follower in a large market is to be a leader in a small market. This type of competitor is called a:

Question 22 options:

	a)  marketing king.
	b)  market nicher.
	c)  segment king.
	d)  guerilla marketer.

Question 23 (2.5 points)

 

When firms look for new users in groups that have never used the product before, the firm is using the __________ strategy.

Question 23 options:

	a)  new-market segment
	b)  market-penetration
	c)  geographical-expansion
	d)  product development

Question 24 (2.5 points)

 

Which of the following marketing strategies requires either identifying additional opportunities to use the brand in the same basic way or identifying completely new and different ways to use the brand?

Question 24 options:

	a)  Increasing the amount of consumption
	b)  Decreasing the level of consumption
	c)  Increasing dedication to consumption
	d)  Increasing frequency of consumption

Question 25 (2.5 points)

 

The __________ attack attempts to capture a significant share of the consumer market by launching a grand offensive on several fronts.

Question 25 options:

	a)  frontal
	b)  bypass
	c)  flank
	d)  encirclement

Question 26 (2.5 points)

 

Which of the following is the MOST constructive response a market leader can make when defending its market share?

Question 26 options:

	a)  Maintain basic cost control
	b)  Innovate continuously
	c)  Provide desired benefits
	d)  Meet challengers with a swift response

Question 27 (2.5 points)

 

In __________ defense, the market leader stretches its domain over new territories that can serve as future centers for defense and offense.

Question 27 options:

	a)  counteroffensive
	b)  flank
	c)  contraction
	d)  mobile

Question 28 (2.5 points)

 

Which of the following is TRUE about proactive marketing?

Question 28 options:

	a)  A company needs creative anticipation to see the writing on the wall.
	b)  Proactive companies create new offers to serve unmet and unknown consumer needs.
	c)  Proactive companies refrain from practicing uncertainty management.
	d)  A company needs responsive anticipation to devise innovative solutions.

Question 29 (2.5 points)

 

As a market follower strategy, the __________ duplicates the leader's product and packages and sells it on the black market or through disreputable dealers.

Question 29 options:

	a)  innovator
	b)  counterfeiter
	c)  imitator
	d)  adapter

Question 30 (2.5 points)

 

If Microsoft announces plans for a new-product development, smaller firms may choose to concentrate their development efforts in other directions to avoid head-to-head competition. In this example, Microsoft is employing a __________ defense strategy.

Question 30 options:

	a)  preemptive
	b)  counteroffensive
	c)  mobile
	d)  flank

Question 31 (2.5 points)

 

A firm that is willing to maintain its market share, and not attack the leader and other competitors in an aggressive bid for further market share, is known as a market:

Question 31 options:

	a)  challenger.
	b)  leader.
	c)  follower.
	d)  nicher.

Question 32 (2.5 points)

 

A market leader on the lookout for more usage from existing customers should focus on increasing the frequency of consumption and:

Question 32 options:

	a)  decreasing the product price.
	b)  the product line.
	c)  the amount of consumption.
	d)  decreasing production turnover time.

Question 33 (2.5 points)

 

A(n) __________ strategy is another name for identifying shifts in market segments that are causing gaps to develop, then rushing in to fill the gaps and developing them into strong segments.

Question 33 options:

	a)  frontal attack
	b)  flanking
	c)  encircling
	d)  counteroffensive

Question 34 (2.5 points)

 

Aron, a company manufacturing snack food and soft drinks, replicates its product taste and packaging from Lay's, a market leader in snack food industry. Later, it sells these imitated products on the black market. This is an example of:

Question 34 options:

	a)  cloning.
	b)  imitating.
	c)  counterfeiting.
	d)  adapting.

Question 35 (2.5 points)

 

The __________ attack can be used when the challenger spots areas where the opponent is underperforming.

Question 35 options:

	a)  encirclement
	b)  frontal
	c)  flank-geographic
	d)  backwards-flank

Question 36 (2.5 points)

 

__________ defense is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action across the market, keeping everyone off-balance.

Question 36 options:

	a)  Position
	b)  Flank
	c)  Contraction
	d)  Preemptive

Question 37 (2.5 points)

 

In a __________ defense strategy, the market leader can meet the attacker frontally and hit its flank, or launch a pincer movement so that it's forced to pull back to defend itself.

Question 37 options:

	a)  position
	b)  counteroffensive
	c)  preemptive
	d)  contraction

Question 38 (2.5 points)

 

A(n) __________ marketer looks ahead to needs customers may have in the near future.

Question 38 options:

	a)  anticipative
	b)  creative
	c)  inexperienced
	d)  responsive

Question 39 (2.5 points)

 

When large companies can no longer defend all their territory, they launch a __________ defense where they give up weaker markets and reassign resources to stronger ones.

Question 39 options:

	a)  contraction
	b)  preemptive
	c)  flank
	d)  mobile

Question 40 (2.5 points)

 

Clorox runs ads stressing the many benefits of its bleach-such as how it eliminates kitchen odors-in order to generate additional opportunities to use the brand in the same basic way. This is an attempt to increase the _____ of consumption.

Question 40 options:

	a)  amount
	b)  level
	c)  perception
	d)  frequency