Marketing Module: Building Brand Equity Through Advertising! Quiz

47 Questions | Total Attempts: 562

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Marketing Module: Building Brand Equity Through Advertising! Quiz

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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

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