Marketing Module: Building Brand Equity Through Advertising! Quiz

47 Questions | By Amphib2007 | Updated: Mar 20, 2022 | Attempts: 602

Questions

Settings

Create your own Quiz

Questions and Answers

1.

A brand is .
- A.
  
  Created by memorable, meaningful and likable advertising
- B.
  
  A set of associations linked to a name
- C.
  
  A reputation
- D.
  
  A and B
- E.
  
  A and C
- F.
  
  B and C
- G.
  
  A, B and C
2.

The great era of branding started?
- A.
  
  In the early 1800s
- B.
  
  In the late 1800s
- C.
  
  In the early 1900s
- D.
  
  In the 1950s
3.

The connection between a lot of advertising and brand equity is _________ the connection between sustained innovation excellence and brand equity.
- A.
  
  A lot weaker than
- B.
  
  About the same as
- C.
  
  A lot stronger than
4.

Given the results of the Nescafe Instant coffee experiment, how did Nescafe reposition its brand?
- A.
  
  Great tasting and convenient
- B.
  
  Great tasting for the busy homemaker
- C.
  
  Great tasting and it frees up time to do more important chores
- D.
  
  Great tasting to the last drop
5.

There are different types of brand loyalty that have different strengths. Which of the following is the correct order of strength presented in the section? Strongest first, weakest last.
- A.
  
  Identity, differentiation, emotional, service contract, convenience
- B.
  
  Differentiation, emotional, identity, service contract, convenience
- C.
  
  Emotional, differentiation, identity, convenience, service contract
- D.
  
  Emotional, identity, differentiation, service contract, convenience
6.

Harley Davidson is a great example of what sort of brand loyalty?
- A.
  
  Emotional loyalty
- B.
  
  Differentiation loyalty
- C.
  
  Identity loyalty
- D.
  
  Service contract loyalty
7.

Who are/were most likely to be the most brand-loyal to packaged goods and appliances?
- A.
  
  Your generation
- B.
  
  Your parents’ generation
- C.
  
  Your grandparents’ generation
8.

What is the reason for the change in brand loyalty between generations?
- A.
  
  Exposure to more advertising
- B.
  
  Greater innocence
- C.
  
  Much busier
- D.
  
  Reduced product improvement
9.

Where are the greatest branding opportunities today?
- A.
  
  In big ticket items involving a lot of risk
- B.
  
  To insecure teenagers
- C.
  
  In developing economies
10.

In leveraging brand reputation, a strong brand .
- A.
  
  Opens the door and invites you in
- B.
  
  Provides a foot in the door, that is all
- C.
  
  Blows down the door and blows out the windows
11.

Which of the following has Virgin used to extend its brand name?
- A.
  
  The extension category is used in the same usage situation
- B.
  
  The extension category is distributed through the same channels
- C.
  
  The extension category is not dominated by existing, powerful brands
- D.
  
  All of these options
- E.
  
  None of the above
12.

Bruce McLaren, a New Zealander, founded the McLaren racing team that won eight Formula One World championships during the 1980s, and McLaren is still a major player in the design of race cars and winning championships. Which of the following would not have been a good brand extension?
- A.
  
  McLaren after-market high performance auto parts and accessories
- B.
  
  McLaren high-performance driving courses
- C.
  
  McLaren scenic tours of New Zealand
- D.
  
  A super sports car
- E.
  
  None of the above
13.

Singer sewing machine wrecked its brand equity by .
- A.
  
  Ceasing to provide customer support and education
- B.
  
  Selling off all of its company owned stores
- C.
  
  Stopped investing in developing and innovating high quality sewing machines
- D.
  
  All of these options
- E.
  
  None of the above
14.

Which of the following is likely to most increase shareholder value and obtain financing?
- A.
  
  A very clever brand advertising campaign
- B.
  
  Having the Chief Executive Officer appear in the brand advertising campaign
- C.
  
  Having the company name as the brand name
- D.
  
  All of the above
15.

Which of the following is the odd brand out?
- A.
  
  NoDoz
- B.
  
  Handy Wipes
- C.
  
  Slim Fast
- D.
  
  Mop and Glow
- E.
  
  Tide
16.

When a logo’s reputation is earned over decades _ .
- A.
  
  The logo should stay the same for decades
- B.
  
  The logo needs to be refreshed to create more interest and attention
- C.
  
  The logo needs to be changed to create new brand associations
17.

Which of the following was not one of the first two activities in the Good Grip’s product development process?
- A.
  
  Identify a consumer need
- B.
  
  Hire a designer
- C.
  
  Learn about the market
18.

The Good Grips case study highlighted best practice in .
- A.
  
  Understanding customer product use and benefits sought
- B.
  
  Design
- C.
  
  Funding the project
- D.
  
  Maximizing distribution reach
- E.
  
  Minimizing opportunities for imitators
- F.
  
  All of the above
19.

The filter or stage-gate product development process is made up of which of the following stages?
- A.
  
  Idea development, analysis and screening, concept development, prototype design, prototype manufacturing and testing
- B.
  
  Analysis and screening, idea development, concept development, prototype design, prototype manufacturing and testing
- C.
  
  Idea development, concept development, analysis and screening, prototype design, prototype manufacturing and testing
- D.
  
  Idea development, concept development, prototype design, analysis and screening, prototype manufacturing and testing
20.

In 1990, of new product development projects were next generation, break-through products and by 2004, were next generation, break-through products according to Professor Cooper.
- A.
  
  12%, 20%
- B.
  
  20%, 12%
- C.
  
  41%, 61%
- D.
  
  61%, 41%
21.

The typical performance metric for judging new product success is .
- A.
  
  Return on investment
- B.
  
  Market share
- C.
  
  % of sales coming from new products launched in the last 3-5 years
- D.
  
  All of the above
22.

The current emphasis in new product development in North America encourages:
- A.
  
  Managers to think inside the box
- B.
  
  Managers to think outside the box
- C.
  
  Partnerships with companies in low cost markets
23.

The Chief Executive of GE, Jeff Immelt thinks .
- A.
  
  North America has a great future in developing new products
- B.
  
  His company will do more product development in Germany
- C.
  
  GE will move its break-through product development efforts to India and China
24.

The filtering, stage-gate approach in turbulent times is considered by two leading marketing scholars to be:
- A.
  
  Best practice
- B.
  
  A way of ensuring that 70% of your product development projects are successful
- C.
  
  A way of ensuring that 50% of your product development projects are successful
- D.
  
  Cumbersome and inappropriate
25.

Product development is about strong
- A.
  
  Design creativity
- B.
  
  Leadership
- C.
  
  Focus
- D.
  
  Simplicity
- E.
  
  All of the above