Question 1

Strong brands have the following advantages for companies in a competitive marketplace.&#10;A)premium prices&#10;B)higher margins&#10;C)credibility&#10;D)signal of product quality&#10;E)all of the above

Accepted Answer

Strong brands have many advantages in a competitive marketplace, including the ability to command premium prices, achieve higher margins, establish credibility, and signal high product quality. Therefore, all of the above choices are the correct options.

Question 2

The guiding principles for marketers to successfully leverage new media for branding purposes are:&#10;A)be honest in their communications,&#10;B)demonstrate positive action in responding to users' complaints&#10;C)provide real value&#10;D)all of the above&#10;E)none of the above

Accepted Answer

All three principles mentioned (being honest, responding positively to complaints, and providing real value) are crucial for successful branding through new media. In today's digitally-connected world, consumers are savvier than ever and will quickly see through any dishonesty or lack of action on a company's part. Providing real value, whether in the form of informative content or genuine customer service, can help create a positive brand reputation and loyal customer base.

Question 3

Key benefits of brand equity to a company include:&#10;A)price premiums&#10;B)increased loyalty&#10;C)reduced litigation&#10;D)harmonious labor relations&#10;E)a and b only

Accepted Answer

Brand equity allows companies to charge price premiums due to perceived value and fosters increased loyalty among consumers, leading to repeat business and positive word-of-mouth. Reduced litigation and harmonious labor relations are not direct benefits of brand equity.

Question 4

Key drivers of brand equity are:&#10;A)customer brand awareness&#10;B)customer brand attitude&#10;C)customer perceptions of brand ethics&#10;D)all of the above&#10;E)none of the above

Accepted Answer

All of the above choices are key drivers of brand equity. Customer brand awareness and attitude are fundamental factors of brand equity, while customer perceptions of brand ethics contribute to the overall reputation and image of the brand, impacting its equity.

Question 5

Tech products means:&#10;A)branding the individual product which leads to a string of confusing names over time&#10;B)branding the company,platform,or idea&#10;C)having a family brand&#10;D)having an umbrella brand&#10;E)none of the above

Accepted Answer

Overbranding of high-tech products refers to the practice of branding individual products, which can lead to a proliferation of confusing names over time, making it difficult for consumers to understand the product lineup.

Question 6

The advantage of cobranding for a small OEM is that:&#10;A)it enhances its ability to differentiate its products from competitors&#10;B)it lends credibility to its product&#10;C)it is expensive&#10;D)it avoids conflict with large OEMs&#10;E)it is not advantageous for small OEMs to cobrand

Accepted Answer

Cobranding with a well-known brand can lend credibility to a small OEM's product, making it more attractive to consumers who trust the established brand.

Question 7

Factors to consider when preannouncing a product include:&#10;A)timing&#10;B)communication vehicles&#10;C)nature and amount of information&#10;D)target audience&#10;E)all of the above

Accepted Answer

All of the above factors are important to consider when preannouncing a product. Timing is crucial to ensure that the preannouncement does not come too early or too late. Communication vehicles should be chosen based on the target audience and the nature of the product. The amount and type of information released should be carefully considered to create interest without giving away too much. The target audience must also be taken into account to ensure that the preannouncement is effective in reaching the desired market.

Question 8

Disadvantages of strong brands include the following except:&#10;A)can be expensive&#10;B)can be copied by imitators&#10;C)can trigger a backlash if company is inconsistent with brand message&#10;D)requires a long-term commitment&#10;E)customers become angry if company doesn't keep its promises

Accepted Answer

The disadvantage of strong brands listed in the options are all valid except for "can be copied by imitators", which is actually a disadvantage of weak brands. Strong brands tend to be more difficult to copy because they have established a unique identity and have high brand equity.

Question 9

____________ results in differential customer response to marketing activities.&#10;A)branding&#10;B)advertising&#10;C)marketing&#10;D)image building&#10;E)none of the above

Accepted Answer

Branding is the process of creating an identity and perception of a product or service in the minds of potential customers. This identity influences their decision-making, leading to differential customer response to marketing activities. Therefore, branding is the best choice for the given question. Advertising, marketing, and image building are tactics and strategies used to support branding. Therefore, they may not directly result in differential customer response.

Question 10

___________ pulls demand from end users through the distribution channel back to the original equipment manufacturers OEMs),who feel pressure to use the branded ingredient in the goods they make.&#10;A)co-branding&#10;B)family branding&#10;C)ingredient branding&#10;D)umbrella branding&#10;E)none of the above

Accepted Answer

Ingredient branding is a strategy where a product's ingredient or component is given its own brand identity, hence promoting it as a key selling point. It pulls demand from end-users through the distribution channel back to the original equipment manufacturers (OEMs), who feel pressure to use the branded ingredient in the goods they make. Therefore, option C is the correct answer. Co-branding involves two or more brands working together, family branding involves using the same brand name for related products or services, and umbrella branding is a strategy where a company uses one brand name for all its products or services.

Question 11

Tech products?&#10;A)create a steady stream of innovations with strong value proposition cobranding&#10;B)manage all points of contact with customers&#10;C)launch price promotions&#10;D)influence the influencers&#10;E)harness Web 2.0 technologies

Accepted Answer

The answer of Tech products?&#10;A)create a steady stream of innovations...

Question 12

&#34;Influencing the influencers&#34; refers to:&#10;A)cobranding with an already established,reputable company&#10;B)employing personal selling methods when brand is weak&#10;C)giving products away to influential people and opinion leaders who will in turn influence the masses&#10;D)viral marketing&#10;E)paying for Internet space in a similar fashion to shelf space

Accepted Answer

The answer of &#34;Influencing the influencers&#34; refers to:&#10;A)cobranding with an...

Question 13

Which of the following is not an objective for a firm in preannouncing a product:&#10;A)create barriers to entry for competitors&#10;B)stimulate demand&#10;C)encourage customers to delay purchase from competitors&#10;D)get favorable tax benefits from the government&#10;E)help customers plan

Accepted Answer

The answer of Which of the following is not an...

Deck 12: Strategic Considerations in Marketing Communications