Marketing An introduction 6th Canadian Edition – Test Bank

Marketing An introduction 6th Canadian Edition – Test Bank

Marketing: An Introduction, 6e (Armstrong et al.)
Chapter 9 Brand Strategy and Management

1) Which of the following best describes what a brand is?
A) a physical product
B) a specialty product
C) an SBU
D) a corporate identity
E) a concept
Answer: E
Diff: 3 Type: MC Page Ref: 322
Skill: Concept
Objective: 9-1

2) A key element in a company’s relationship with consumers, a ________ has personality, so it involves our emotions as consumers.
A) product line
B) product experience
C) brand
D) service
E) product attribute
Answer: C
Diff: 1 Type: MC Page Ref: 322
Skill: Concept
Objective: 9-1

3) According to the definition of a brand presented in your text, all of the following would be an example of a brand except ________.
A) the name Coca-Cola
B) the golden arches of McDonald’s restaurants
C) Tony the Tiger of Frosted Flakes cereal
D) the sparkles in Moet et Chandon champagne
E) the name and font of IBM
Answer: D
Diff: 2 Type: MC Page Ref: -323
Skill: Concept
Objective: 9-1

4) Which of the following is one of the main four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?
A) brand differentiation
B) brand depth
C) brand valuation
D) brand equity
E) brand personality
Answer: A
Diff: 3 Type: MC Page Ref: 327
Skill: Concept
Objective: 9-2
5) Young & Rubicam measures brand strength along all of the following dimensions except ________.
A) differentiation
B) relevance
C) knowledge
D) equity
E) esteem
Answer: D
Diff: 2 Type: MC Page Ref: 327
Skill: Concept
Objective: 9-2

6) The fundamental asset underlying brand equity is ________–the value of the customer relationships that the brand creates.
A) the customer mix
B) customer equity
C) line equity
D) service variability
E) the service encounter
Answer: B
Diff: 3 Type: MC Page Ref: 329
Skill: Concept
Objective: 9-2

7) Which of the following is a way by which marketers can position their brands in target customers’ minds?
A) interactive marketing
B) internal marketing
C) product attributes
D) strong beliefs and values
E) added service
Answer: C
Diff: 2 Type: MC Page Ref: 330
Skill: Concept
Objective: 9-3

8) Positioning a new chocolate bar brand as “the chocolate bar with the most cocoa powder” is positioning based on ________.
A) product attributes
B) product benefits
C) product values and ideals
D) user imagery
E) brand equity
Answer: A
Diff: 1 Type: MC Page Ref: 330
Skill: Concept
Objective: 9-3