Deck 1: Strategic Brand Communication

Question 1

________ markets are made up of members of a company's distribution chain.

A)Consumer
B)Business-to-business
C)Channel
D)Institutional
E)Media

Answer 1

C

Question 2

Which key player in marketing refers to the organization,company,or manufacturer producing the product and offering it for sale?

A)marketer
B)supplier or vendor
C)distributor or retailer
D)agency
E)brand manager

Answer 2

A

Question 3

The materials and ingredients used in producing the product are obtained from other companies that are referred to as the producer's ________.

A)marketers
B)suppliers
C)distributors
D)agencies
E)retailers

Answer 3

B

Question 4

Which of the following is NOT considered a main type of market?

A)consumer
B)business-to-business
C)channel
D)institutional
E)media

Question 5

Which of the following are considered "key players" in the marketing industry?

A)marketers
B)suppliers or vendors
C)distributors or retailers
D)agencies
E)all of the above

Question 6

The marketing mix is also known as the ________.

A)four Cs
B)four Ms
C)competitive advantage
D)marketing channel
E)four Ps

Question 7

The goal of marketing is achieved by matching a product's availability to the ________.

A)competition's availability
B)previous year's level of sales
C)company's production capabilities
D)consumers' need,desire,or demand for the product
E)legal limits of availability

Question 8

The complex network of vendors that produce components and ingredients which are then sold to the manufacturer is known as the ________.

A)network chain
B)channel of distribution
C)supply chain
D)ingredient chain
E)distribution chain

Question 9

The various marketing communication messages and brand experiences that create and maintain a brand are referred to collectively as ________.

A)brand position
B)point of differentiation
C)brand communication
D)added value
E)integrated marketing

Question 10

________ markets consist of companies that buy products or services to use in their own businesses or in making other products.

A)Consumer
B)Business-to-business
C)Distribution
D)Institutional
E)Indirect

Question 11

Most marketing communication dollars are spent on ________ markets.

A)consumer
B)business-to-business
C)media
D)channel
E)institutional

Question 12

The percentage of the total sales in a product category that a particular brand has is called the brand's ________.

A)position
B)market segment
C)distribution
D)share of market
E)exchange

Question 13

To marketing communication partners,the company or firm behind a brand is referred to as the ________.

A)intermediary
B)vendor
C)client
D)supplier
E)distributor

Question 14

The ________ refers to the various companies that are involved in moving a product from its manufacturer into the hands of its end buyers.

A)network chain
B)distribution chain
C)supply chain
D)ingredient chain
E)promotion network

Question 15

Marcom is an abbreviation for ________.

A)marketing company
B)marketing communication
C)market company
D)market communication
E)market community

Question 16

What term is used to mean either a place where an exchange occurs or a particular type of buyer?

A)market
B)position
C)channel
D)demographic
E)partner

Question 17

________ markets include a wide variety of profit and nonprofit organizations,such as hospitals,government agencies,and schools,that provide goods and services for the benefit of society.

A)Consumer
B)Business-to-business
C)Channel
D)Institutional
E)Distribution

Question 18

Resellers in a channel market are also known as ________.

A)suppliers
B)vendors
C)intermediaries
D)shareholders
E)competitors

Question 19

The four tools of product,price,place,and promotion are collectively referred to as the ________.

A)product mix
B)promotion mix
C)marketing mix
D)integration elements
E)exchange elements

Question 20

________ markets consist of people who buy products and services for personal or household use.

A)Consumer
B)Business-to-business
C)Channel
D)Institutional
E)Media

Question 21

Which element of the marketing mix includes distribution channels and strategies?

A)product
B)promotion
C)price
D)communication
E)place

Question 22

Which of the following is LEAST likely to be a factor on which the price of a product is based?

A)what the market will bear
B)the amount of support provided by resellers
C)the expected margin of profit
D)the consumer's ability to gauge the value of the product
E)the relative value of the product

Question 23

Using ________,a marketer sets a high price for a product to make the product seem worthy or valuable.

A)prestige pricing
B)value pricing
C)distribution pricing
D)promotional pricing
E)customary pricing

Question 24

Which marketing mix element includes product design,quality,performance,and packaging?

A)distribution
B)branding
C)product
D)place
E)promotion

Question 25

Which of the following refers to the help provided to a customer before,during,and after a purchase?

A)customer service
B)brand stewardship
C)brand management
D)relationship marketing
E)integrated marketing

Question 26

In which type of personal selling does a sales clerk provide assistance to store customers?

A)prospecting
B)field sales
C)retail selling
D)direct marketing
E)lead selling

Question 27

Which pricing strategy is used to communicate a dramatic or temporary price reduction?

A)promotional pricing
B)value pricing
C)parity pricing
D)copy pricing
E)prestige pricing

Question 28

In which type of personal selling does a representative make sales calls at a customer's place of business?

A)prospecting
B)field sales
C)retail selling
D)direct marketing
E)lead selling

Question 29

Which marketing mix element includes personal selling,advertising,public relations,sales promotion,direct marketing,and events and sponsorships?

A)price
B)distribution
C)product
D)place
E)promotion

Question 30

Which strategy directs marketing efforts at the consumer?

A)push
B)prospecting
C)pull
D)lead generation
E)intermediary

Question 31

A consumer's ability to gauge the value of a product is referred to as the ________.

A)psychological price
B)price/value proposition
C)exchange rate
D)comparative price
E)value exchange

Question 32

Which pricing strategy uses marketing communication to manipulate the customer's judgment of value?

A)psychological pricing
B)true pricing
C)distribution pricing
D)copy pricing
E)value pricing

Question 33

The promotion "P" of marketing is also known as ________.

A)product
B)distribution
C)price
D)brand communication
E)differentiation

Question 34

Marketing communication that focuses primarily on price and its relation to value is called ________.

A)price copy
B)prestige pricing
C)direct marketing
D)prospecting
E)added value

Question 35

Which of the following refers to a unique brand attribute that is significantly important to customers?

A)brand parity
B)brand equity
C)competitive advantage
D)psychological pricing
E)brand meaning

Question 36

A strategy or activity that makes a product more useful or appealing to consumers or distribution partners is called ________.

A)product adaption
B)brand identity
C)a pull strategy
D)a push strategy
E)added value

Question 37

When a company distributes its products directly to buyers without the use of a reseller,the company is using ________.

A)indirect marketing
B)no-channel marketing
C)direct marketing
D)indirect channel marketing
E)integrated marketing

Question 38

Which of the following is NOT a way marketing communication adds value to a product?

A)making the product appear more desirable
B)presenting the product as a status symbol
C)making the product more affordable for consumers to buy
D)providing news and useful information of interest to consumers
E)All of the above are ways advertising adds value to a product.

Question 39

The identification of potential customers is called ________.

A)customer service
B)lead generation
C)direct marketing
D)personal sales
E)field sales

Question 40

Collectively,the companies involved in moving a product to its customers are called the ________.

A)supply chain
B)distribution chain
C)institutional market
D)consumer market
E)trade market

Question 41

More companies are adopting the concept of ________,which is the practice of unifying all brand communication messages and tools as well as the messages from the marketing mix decisions.

A)integrated marketing communications
B)integrated personal selling
C)added value
D)brand integrity
E)buzz marketing

Question 42

Amco,Inc.manufactures small electronic components that become integral parts of the electronic systems in automobiles.Amco does not sell directly to auto manufacturers,but rather through brokers that are involved in selling the components to the auto manufacturers.Additionally,another company is employed to deliver the goods.All of these organizations are part of the ________ in getting electronic component parts to the automobile manufacturers.

A)distribution chain
B)supply chain
C)marketing network
D)channel market
E)share of market

Question 43

Which of the following creates the intangible elements of a brand that make it memorable and meaningful to a consumer?

A)advertising
B)branding
C)prospecting
D)marketing
E)integrating

Question 44

Refer to the following passage to answer the questions below.
Johnson & Johnson manufactures health and beauty aid products under several brand names.The company sells its products to end consumers through retail stores such as grocery,drug,and discount stores.J&J employs a sales force that calls on intermediaries,such as wholesalers and retailers,and spends part of the promotion budget on trade deals to influence intermediaries to carry the company's brands.The remainder of J&J's promotion budget is spent on mass advertising and sales promotions,such as coupons,targeted toward consumers.
Which promotion strategy is J&J pursuing?

A)push only
B)promotional pricing
C)direct
D)pull only
E)push and pull

Question 45

Puma sells its edgy designs to trendy retailers but also sells its more mainstream products in stores such as Foot Locker.Which marketing mix element does this strategy illustrate?

A)product
B)price
C)place
D)promotion
E)branding

Question 46

A.Y.McDonald,a manufacturer of pumps and plumbing valves,employs regional salespeople to sell its products to wholesalers and cities.This is an example of ________.

A)sales promotion
B)personal selling
C)public relations
D)indirect marketing
E)advertising

Question 47

Procter & Gamble has sales of almost $50 billion and spends more than $4 billion on advertising every year.The company's corporate brand value is estimated to be more than $107 billion.Which type of key marketing player does P&G represent?

A)marketer
B)supplier or vendor
C)distributor
D)agency
E)media

Question 48

A(n)________ is a perception,often imbued with emotion,which results from experiences with and information about a company or a line of products.

A)advertisement
B)brand
C)tagline
D)logo
E)trademark

Question 49

Harpo Enterprises maintains OWN (the Oprah Winfrey Network),a website,and O magazine.Because Harpo Enterprises practices integrated marketing communications,these different brand contacts all maintain ________ in design and tone.

A)variety
B)independence
C)consistency
D)creativity
E)simplicity

Question 50

Advertising,sales promotion,personal selling,public relations,and direct marketing are all promotional tools ________.

A)that should be integrated under the concept of integrated marketing communications
B)used in business-to-business markets but not consumer markets
C)used for push strategies but not pull strategies
D)used for pull strategies but not push strategies
E)used in consumer markets but not business-to-business markets

Question 51

Which marketing communication tool uses face-to-face contact between the marketer and a prospective customer?

A)advertising
B)sales promotion
C)public relations
D)personal sales
E)word-of-mouth

Question 52

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients.It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth.The manufacturer of Crest toothpaste was using ________.

A)personal selling
B)direct marketing
C)a push strategy
D)a pull strategy
E)public relations

Question 53

J&J also markets its Tylenol brand of pain relievers to hospitals.What type of market is that?

A)consumer
B)primary
C)institutional
D)reseller
E)secondary

Question 54

Hamburgers and toothpaste are both examples of ________.

A)services
B)ideas
C)brands
D)products
E)markets

Question 55

During a World Cup held in Japan and South Korea,Puma got a well-known sushi chef to create a special Puma sushi roll that was served in select Japanese restaurants in cities around the world.Puma also discretely announced the sponsorship in its company-branded chopsticks,sake cups,and napkins.At the same time,Puma partnered with the Terence Conran design shop to sell an exclusive version of its World Cup soccer boot,holding weekend sushi-making events at the home furnishings store.Which marketing mix element does this strategy illustrate?

A)product
B)price
C)place
D)promotion
E)push

Question 56

Integrated marketing communications require a company's mass-market advertisements,website,email,and personal selling communications to have ________.

A)equal portions of the advertising budget
B)the same return on investment
C)separate marketing objectives
D)the same target audience
E)a consistent message,look,and feel

Question 57

Management of a company that adheres to the principle of integrated marketing communications is most likely to believe which of the following?

A)The use of multiple marketing communications channels is advantageous.
B)The use of a single marketing communications channel is advantageous.
C)Long-term relationships with customers are best nurtured through sales promotion.
D)Long-term relationships with customers are best nurtured through public relations.
E)Short-term relationships with customers are more profitable than long-term relationships with customers.

Question 58

Glasis is a type of paint made specifically for use on cars.An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.

A)word-of-mouth influence
B)public relations
C)buzz marketing
D)a push strategy
E)a pull strategy

Question 59

A(n)________ strategy directs marketing efforts at resellers,and success depends on the ability of these intermediaries to market the product,which they often do with advertising.

A)push
B)pull
C)prospecting
D)direct
E)lead generation

Question 60

Integrated marketing communications is designed to produce better communications ________.

A)consistency
B)creativity
C)simplicity
D)variety
E)independence

Question 61

Brand value comes in two forms: the value to the ________ and the value to the ________.

A)consumer;competitor
B)consumer;corporation
C)competitor;channel
D)corporation;competitor
E)shareholder;stakeholder

Question 62

________ is the intangible value of the brand based on the relationships with its stakeholders,as well as intellectual property.

A)Brand position
B)Brand parity
C)Brand image
D)Brand identity
E)Brand equity

Question 63

________ refers to the use of a brand name of a component in another product's advertising and promotion.

A)Co-branding
B)Ingredient branding
C)Inside branding
D)Brand licensing
E)Integrated branding

Question 64

Brand ________ programs offer customers rewards for repeat business.

A)value
B)equity
C)extension
D)integration
E)loyalty

Question 65

Through its communication of a ________,a brand sets expectations for what a customer believes will happen when the product is used.

A)brand promise
B)point of differentiation
C)competitive advantage
D)brand personality
E)brand equity

Question 66

Which of the following measures the financial value the brand contributes to a company?

A)trademark
B)copyright
C)brand image
D)brand identity
E)brand equity

Question 67

Bold,fun,exciting,and daring are all examples of ________.

A)brand promises
B)brand positions
C)brand personalities
D)brand equities
E)brand value

Question 68

Which of the following was the top global brand,based on brand value,in 2016?

A)Google
B)Apple
C)Coca-Cola
D)McDonald's
E)Walmart

Question 69

________ refers to how consumers see a brand relative to the other brands in the product category.

A)Segmenting
B)Targeting
C)Differentiating
D)Positioning
E)Trademarking

Question 70

Using ________,a partner company rents another company's brand name and transfers some of that brand equity to another product.

A)co-branding
B)equity branding
C)brand licensing
D)integrated branding
E)parity branding

Question 71

Which of the following is a strategy that uses two brand names owned by two separate companies to create a partnership offering?

A)co-branding
B)equity branding
C)brand licensing
D)integrated branding
E)parity branding

Question 72

A ________ brand is one that is marketed in a single country.

A)house
B)local
C)regional
D)store
E)private

Question 73

A(n)________ brand is available in a number of different countries in various parts of the world.

A)parity
B)local
C)regional
D)extension
E)international

Question 74

A company that uses an established brand name with a related line of products is using a(n)________.

A)co-brand
B)ingredient brand
C)brand extension
D)licensed brand
E)parity brand

Question 75

Which of the following is an intangible feature of a brand?

A)the product's design
B)the product's performance
C)the product's package
D)the product's perceived value
E)the product's ingredients or components

Question 76

Which of the following exists in consumers' hearts and minds?

A)brand equity
B)brand parity
C)brand meaning
D)brand trademark
E)brand license

Question 77

Parity products are those that have ________.

A)no brand name
B)few competitors
C)few distinguishing features
D)a store's label
E)a generic label

Question 78

Which of the following is NOT a desirable quality for a brand name?

A)It should suggest something about the product's benefits and qualities.
B)It should be easy to pronounce,recognize,and remember.
C)The brand should be a long word to get attention.
D)The name should translate easily into foreign languages.
E)It should be distinctive.

Question 79

A ________ is a legal sign or symbol that indicates ownership.

A)trademark
B)logo
C)brand
D)patent
E)brand position

Question 80

Which of the following is a tangible feature of a brand?

A)a person's feelings about the brand
B)a person's experience with the brand
C)the product's performance
D)the product's perceived value
E)the brand's image