Question 1

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs.________ is about mixing and matching marketing activities to maximize their individual and collective effects.
A) Personalizing marketing
B) Individualizing marketing
C) Globalizing marketing
D) Institutionalizing marketing
E) Integration marketing

Accepted Answer

Integration marketing is the concept of coordinating all marketing activities to work together in a cohesive manner to achieve the desired results. This approach involves bringing together various elements of marketing such as product development, pricing, promotion, and distribution to achieve the desired marketing objectives. It is focused on creating a seamless, consistent experience for customers across all touchpoints, resulting in stronger brand recognition and customer loyalty. Therefore, integration marketing is a more contemporary and comprehensive approach that goes beyond the traditional marketing mix concept.

Question 2

Mark Thomas has observed that Shell delivers on its promises to supply the best gasoline possible to the driving public.Shell promotions,employees,and distributors send a common and consistent message about delivering on Shell promises to Mr.Thomas.Mr.Thomas is most likely experiencing ________.
A) brand image
B) brand enhancement
C) brand belief
D) brand attitude
E) brand bonding

Accepted Answer

Brand bonding occurs when a consumer feels a strong connection and trust with a brand due to consistent and reliable experiences and messaging, as Mr. Thomas has with Shell.

Question 3

Brand names are not the only important brand element.Often,________,the more important it is that brand elements capture the brand's intangible characteristics.
A) the less concrete brand benefits are
B) the more concrete brand benefits are
C) the more varied brand perceptions are
D) the less varied brand perceptions are
E) the more sophisticated brand benefits are

Accepted Answer

When brand benefits are less concrete, they are more intangible and difficult to express through a brand name or logo. Therefore, other brand elements such as packaging, advertising, and brand personality become more important in capturing the brand's intangible characteristics.

Question 4

With respect to the "six brand building blocks," ________ focus on customers' own personal opinions and evaluations.
A) brand salience
B) brand performance
C) brand imagery
D) brand judgments
E) brand resonance

Accepted Answer

Brand judgments focus on customers' opinions and evaluations of a brand, including their perceptions of its quality, credibility, and superiority over other brands. Brand salience refers to the brand's ability to stand out and be recognized, brand performance relates to how well the brand meets customers' functional and practical needs, brand imagery captures the brand's personality and values, and brand resonance reflects the level of engagement and loyalty customers have with the brand.

Question 5

If a brand element can be used to introduce new products in the same or different categories,the brand element is said to be ________.
A) memorable
B) meaningful
C) likeable
D) transferable
E) adaptable

Accepted Answer

If a brand element can be used to introduce new products in the same or different categories, it is said to be transferable. This means that the brand has the potential to be extended into new markets and product lines, increasing its overall value and relevance. A memorable or meaningful brand element may be beneficial, but it doesn't necessarily guarantee transferability. Likeability and adaptability are also important qualities, but they do not specifically relate to the ability to introduce new products in different categories.

Question 6

A brand manager is concerned that his organization's brand image and physical sales are slipping in the marketplace.The manager has decided to query consumers about the health of the brand and try to discover ways to leverage the brand's equity.Which of the following terms will most likely provide the structure and process for the manager's investigation
A) A brand demographic matrix analysis
B) A secondary search of good brand characteristics
C) A brand audit
D) An organizational audit
E) A brand-positioning study

Accepted Answer

A brand audit is a structured process that evaluates the health of a brand and identifies areas for improvement. It involves collecting data from consumers, employees, and other stakeholders to understand the brand's strengths, weaknesses, opportunities, and threats. The results of the audit can provide insights into ways to leverage the brand's equity and improve its market position. Options A and B are not terms commonly used in the brand management process. Option D relates to a broader organizational analysis, while option E refers specifically to the positioning of the brand relative to its competitors.

Question 7

The rapid expansion of ________ has created opportunities to personalize marketing.
A) target marketing
B) globalization
C) the Internet
D) standardization
E) CD technology

Accepted Answer

The Internet has allowed marketers to gather abundant data about consumer behavior and preferences, which can be used to personalize marketing messages and campaigns. This has become a rapidly expanding trend in the industry.

Question 8

With respect to powerful brand elements,a ________ is an extremely efficient means to build brand equity.The element can function as useful "hooks" or "handles" to help consumers grasp what the brand is and what makes it special.
A) spokesperson
B) product shape
C) slogan
D) patent
E) promotional descriptor

Accepted Answer

A slogan is a succinct and memorable phrase that communicates the brand's unique value proposition and can be used across various marketing channels. It can serve as a powerful brand element that consumers can associate with the brand and help differentiate it from competitors. A well-crafted slogan can effectively communicate the brand's benefits, personality, and positioning.

Question 9

According to the BRANDZ model of brand strength,brand building involves a sequential series of steps.Which of these steps would address or answer the question,"Do I know about it"
A) relevance
B) presence
C) performance
D) advantage
E) bonding

Accepted Answer

Presence refers to the brand's visibility and level of awareness among consumers. If a consumer is asking "Do I know about it?", then the presence of the brand is the key factor in addressing that question. Therefore, the best choice for this question is B) presence.

Question 10

________ is about making sure that the brand and its marketing are as relevant as possible to as many customers as possible.
A) Personalizing marketing
B) Segmenting marketing
C) Brand imagery
D) Emotionalizing brands
E) Rationalizing brands

Accepted Answer

Personalizing marketing focuses on tailoring marketing efforts to individual customer preferences and needs, ensuring relevance to a broad audience.

Question 11

With respect to the brand building pyramid,at which of the following "building block levels" would we expect the consumer to develop an intense,active loyalty
A) salience
B) imagery
C) feelings
D) judgments
E) resonance

Accepted Answer

Resonance is the highest level in the brand building pyramid, where a consumer forms a deep, emotional connection with the brand. At this level, the consumer has developed an intense, active loyalty towards the brand. Salience, imagery, feelings, and judgments are all important building blocks in the brand building process, but they do not necessarily result in strong loyalty.

Question 12

From a marketing management perspective,there are three main sets of brand equity drivers.Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand
A) The product and all accompanying marketing activities and supporting marketing programs
B) The service and all accompanying marketing activities and programs
C) The initial choices for the brand elements or identities making up the brand
D) Associations indirectly transferred to the brand by linking it to some other entity
E) The profitability associated with brand development

Accepted Answer

The choice of brand elements or identities, such as the "golden arches" and Ronald McDonald, is the most applicable brand equity driver in this case. These brand elements have become synonymous with McDonald's and are instantly recognizable to consumers, helping to create strong brand associations and identity.

Question 13

For a brand to succeed,marketers must "walk the walk" and ensure that employees and marketing partners do the same.Marketers often must use ________ to motivate those groups to support the brand.
A) global branding
B) retro-branding
C) internal branding
D) external branding
E) dual branding

Accepted Answer

The statement suggests that in order for a brand to succeed, marketers must ensure that employees and marketing partners support the brand. This is the core idea behind internal branding, which is the practice of instilling brand values and creating a strong brand culture among employees and other stakeholders within an organization. By using internal branding techniques, marketers can motivate employees to align with the brand's vision and values, and ensure that external marketing efforts are consistent with the brand's message. The other choices - global branding, retro-branding, external branding, and dual branding - do not directly address the issue of motivating employees and marketing partners to support the brand.

Question 14

________ are those trademarkable devices that serve to identify and differentiate the brand.
A) Brand elements
B) Brand value
C) Brand perception
D) Brand image
E) Brand tracks

Accepted Answer

Brand elements are the recognizable and trademarkable devices that serve to identify and differentiate the brand. This includes things like the brand name, logo, slogan, and packaging design.

Question 15

A ________ 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.
A) brand value
B) brand element
C) brand trait
D) brand character
E) brand contact

Accepted Answer

A brand contact refers to any interaction or touchpoint that a customer has with a brand, its products or services, or the market. It can be through advertising, packaging, customer service, word-of-mouth communications, and any other form of interaction that can influence a customer's perception of the brand. Thus, brand contacts are crucial for building and managing a brand's reputation and loyalty among customers.

Question 16

Six brand elements assist in brand building.Which of the following would NOT be among those preferred brand elements
A) Adaptable
B) Protectible
C) Memorable
D) Likable
E) Subliminal nature

Accepted Answer

Subliminal nature is not a preferred brand element because it refers to messages or images that are perceived by the subconscious mind and are not consciously recognized. Brand building involves creating a strong and clear identity, which cannot be achieved through subliminal messaging. The preferred brand elements are adaptable, protectible, memorable, and likable, as they help to establish a unique, recognizable, and positive brand image.

Question 17

Which of the following is one of the main ways to measure brand equity
A) Statistical analysis of demographics
B) Secondary evaluation of governmental statistics
C) Directly assessing the actual impact of brand knowledge on consumer response to different aspects of marketing
D) Evaluating published statistics of competitors
E) Hiring independent evaluators

Accepted Answer

Directly assessing the actual impact of brand knowledge on consumer response to different aspects of marketing is one of the main ways to measure brand equity. This involves studying consumer behavior and the effectiveness of branding strategies in influencing that behavior.

Question 18

Which of the following is NOT a main secondary source of brand knowledge
A) Other brands
B) People
C) Things
D) Local, state, and federal governments
E) Places

Accepted Answer

Local, state, and federal governments are not considered a main secondary source of brand knowledge. Other brands, people, things, and places are all main secondary sources of brand knowledge.

Question 19

All of the following are considered to be among the "six brand building blocks" EXCEPT ________.
A) brand salience
B) brand performance
C) brand imagery
D) brand feelings
E) brand pride

Accepted Answer

Brand pride is not one of the six brand building blocks identified by Keller in his Brand Equity Model. The six brand building blocks are brand salience, brand performance, brand imagery, brand judgments, brand feelings, and brand resonance.

Question 20

Brand equity can be built by ________-linking the brand to other information in memory that conveys meaning to customers.
A) internal marketing
B) brand bonding
C) secondary associations
D) customer alignment
E) brand auditing

Accepted Answer

Secondary associations are external linkages that facilitate the formation of strong and favorable brand associations in a customer's memory. By linking the brand to other entities such as celebrity endorsements, sponsorships, or symbols, the brand can acquire additional meaning and influence customers' attitudes and behavior toward the brand. This, in turn, helps to build brand equity over time. Internal marketing (A) refers to efforts aimed at aligning and motivating employees to deliver the brand promise consistently. Brand bonding (B) refers to creating emotional connections with customers that foster loyalty and advocacy. Customer alignment (D) refers to aligning the organization's goals and processes with the customers' needs and expectations. Brand auditing (E) refers to evaluating the company's brand equity and performance to identify areas of improvement.

Quiz 9: Creating Brand Equity

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs.________ is about mixing and matching marketing activities to maximize their individual and collective effects.

Mark Thomas has observed that Shell delivers on its promises to supply the best gasoline possible to the driving public.Shell promotions,employees,and distributors send a common and consistent message about delivering on Shell promises to Mr.Thomas.Mr.Thomas is most likely experiencing ________.

Brand names are not the only important brand element.Often,________,the more important it is that brand elements capture the brand's intangible characteristics.

With respect to the "six brand building blocks," ________ focus on customers' own personal opinions and evaluations.

If a brand element can be used to introduce new products in the same or different categories,the brand element is said to be ________.

The rapid expansion of ________ has created opportunities to personalize marketing.

With respect to powerful brand elements,a ________ is an extremely efficient means to build brand equity.The element can function as useful "hooks" or "handles" to help consumers grasp what the brand is and what makes it special.

According to the BRANDZ model of brand strength,brand building involves a sequential series of steps.Which of these steps would address or answer the question,"Do I know about it"

________ is about making sure that the brand and its marketing are as relevant as possible to as many customers as possible.

With respect to the brand building pyramid,at which of the following "building block levels" would we expect the consumer to develop an intense,active loyalty

From a marketing management perspective,there are three main sets of brand equity drivers.Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand

For a brand to succeed,marketers must "walk the walk" and ensure that employees and marketing partners do the same.Marketers often must use ________ to motivate those groups to support the brand.

________ are those trademarkable devices that serve to identify and differentiate the brand.

A ________ 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.

Six brand elements assist in brand building.Which of the following would NOT be among those preferred brand elements

Which of the following is one of the main ways to measure brand equity

Which of the following is NOT a main secondary source of brand knowledge

All of the following are considered to be among the "six brand building blocks" EXCEPT ________.

Brand equity can be built by ________-linking the brand to other information in memory that conveys meaning to customers.