Deck 2: Brand Communication

Question 1

The marketing mix is also known as the ________.

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

Answer 1

E

Question 2

Marcom is an abbreviation for ________.

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

Answer 2

B

Question 3

What term is used to mean a place or a particular type of buyer?

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

Answer 3

A

Question 4

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 5

________ 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 6

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 7

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 or vendors
C) distributors or retailers
D) agencies
E) exchangers

Question 8

________ 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 9

Resellers in a channel market are also known as ________.

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

Question 10

________ 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 11

Most advertising 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

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 14

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

Question 15

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 16

You would most likely be able to purchase package goods at a(n)________.

A) distribution warehouse
B) fast food restaurant
C) drugstore
D) automotive retailer
E) clothing store

Question 17

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

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

Question 18

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 19

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 20

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 21

Which element of the marketing mix includes distribution channels and market coverage?

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

Question 22

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 23

Which strategy directs marketing efforts at the consumer?

A) push
B) exchange
C) pull
D) coverage
E) cooperative

Question 24

Firms usually reach ________ markets through mass media and other marketing communication tools.

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

Question 25

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 26

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 27

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 28

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

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

Question 29

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 30

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

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

Question 31

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) customary pricing

Question 32

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 economic well-being of the consumer
D) the consumer's ability to gauge the value of the product
E) the relative value of the product

Question 33

Which of the following is NOT a way advertising 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 convenient 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 34

Which of the following does NOT add value to a product?

A) advertising
B) convenience
C) useful features
D) branding
E) All of the above add value to a product.

Question 35

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 36

Trade journals and professional magazines are examples of ________.

A) mass media
B) specialized media
C) direct media
D) personal selling
E) trade markets

Question 37

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) customary pricing

Question 38

In marketing terms,"word-of-mouth" refers to ________.

A) brand communication
B) personal communication
C) relationship marketing
D) personal selling
E) direct marketing

Question 39

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

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

Question 40

How a brand is different and superior in some way is referred to as ________.

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

Question 41

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 42

Which of the following was the top global brand,based on brand value,in 2012?

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

Question 43

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

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

Question 44

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) integrated competitive methods
D) nonpersonal communication channels
E) buzz marketing

Question 45

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) customary marketing

Question 46

________ 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 47

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

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

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 50

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 51

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

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

Question 52

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) coverage
D) direct
E) exchange

Question 53

Brand ________ programs offer customers rewards for repeat business.

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

Question 54

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 55

Integrated marketing communications produces better communications ________.

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

Question 56

A ________ is a legal sign that indicates ownership.

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

Question 57

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 58

________ 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 59

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 60

Hamburgers and toothpaste are both examples of ________.

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

Question 61

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 62

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 63

The channel of distribution refers to the complex network of suppliers who produce components and ingredients that are then sold to the manufacturer.

Question 64

Which of the following refers to the rapid spread of a brand message on the Internet through a wide network of contacts?

A) brand stewardship
B) brand parity
C) direct marketing
D) indirect marketing
E) viral marketing

Question 65

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) brand parity

Question 66

Institutional markets consist of people who buy products and services for personal use.

Question 67

The key players in the marketing industry include the marketer,suppliers and vendors,distributors and retailers,and marketing partners,such as agencies.

Question 68

Institutional markets are made up of nonprofit organizations only.

Question 69

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

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

Question 70

A company that takes a ________ approach to international marketing tries to make accommodations in its marketing mix for cultural differences.

A) parity
B) domestic
C) global
D) standardized
E) localized

Question 71

The supply chain refers to the various companies that are involved in moving a product from its manufacturer into the hands of its buyer.

Question 72

The materials and ingredients used in producing the product are obtained from other companies who are referred to as distributors.

Question 73

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 74

________ 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 75

Brand relationship communication aims to do which of the following?

A) introduce a product
B) demonstrate a product's effectiveness
C) extend a brand's image to a new product
D) highlight a competitive advantage
E) build trust with customers

Question 76

Only manufacturers advertise.

Question 77

The goal in marketing is to sell as many products as possible.

Question 78

A market can refer to either a place or a particular type of buyer.

Question 79

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 80

The term stakeholders refers to customers of a product as well as employees of the company that produces and markets the product.