Quiz 5: Managing An Established Brand

Contemporary Brand Management

Business
33
Questions
9
True/False
21
Choices
3
Essay
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Questions

Q1
Free

The task of _____________________________ includes growing loyalty levels among existing customers, and upgrading and extending the product line.

Multiple Choice
expand_more
A) Line pruning
B) Market penetration
C) Product positioning
D) Product localization
Answer:
B) Market penetration
Q2
Free

_________________________ can only be sustained if the brand also offers highly visible customer support.

Multiple Choice
expand_more
A) Brand positioning
B) Brand identity
C) Brand image
D) Brand loyalty
Answer:
D) Brand loyalty
Q3
Free

The __________________ used for brand communications should be based on its fit with brand identity, image, and personality.

Multiple Choice
expand_more
A) Media
B) Buying moment
C) Promotional mix
D) Competitive target
Answer:
A) Media
Q4

A successful penetration strategy should make existing customers _________________.

Multiple Choice
expand_more
A) Dispose of their existing product
B) Increase brand allegiance
C) Compare competitive offerings
D) Extend into new products
Answer:

A) You need to subscribe to get the answer.

Q5

Promotional tactics such as event sponsorship and product placement are particularly useful to help increase___________________.

Multiple Choice
expand_more
A) Brand attributes
B) Brand relevance
C) Brand identity
D) Brand personality
Answer:

A) You need to subscribe to get the answer.

Q6

A brand needs to build deeper relationships through ___________________.

Multiple Choice
expand_more
A) BAV
B) CSR
C) CRM
D) Both B and C.
Answer:

A) You need to subscribe to get the answer.

Q7

____________________are typically not backed by advertising, and the cost to the consumer is usually lower.

Multiple Choice
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A) Store brands
B) Runner Up Brands
C) Category Leaders
D) Mid-level brands
Answer:

A) You need to subscribe to get the answer.

Q8

Some companies go beyond sponsorship into ___________________ by infusing their entire mode of operation with an ethical component that spills over into their brand.

Multiple Choice
expand_more
A) Corporate Social Responsibility
B) Brand Image
C) Conscious capitalism
D) Brand Value
Answer:

A) You need to subscribe to get the answer.

Q9

In determining where to allocate the advertising budget, the first choice should be the _______________________.

Multiple Choice
expand_more
A) Budget size
B) Target Audience
C) Competitors
D) Product
Answer:

A) You need to subscribe to get the answer.

Q10

Marketing communications that increases the generic market will naturally fall mostly to ___________________________

Multiple Choice
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A) All brands
B) Runner Up Brands
C) Category Leaders
D) Mid-level brands
Answer:

A) You need to subscribe to get the answer.

Q11

__________________ provides some assurance that customers will come back.

Multiple Choice
expand_more
A) Brand loyalty
B) Brand Value
C) Brand Image
D) Brand Promise
Answer:

A) You need to subscribe to get the answer.

Q12

_______________________ usually avoid price competition.

Multiple Choice
expand_more
A) All brands
B) Consumer brands
C) Strong brands
D) Mid-level brands
Answer:

A) You need to subscribe to get the answer.

Q13

A company can build an image of caring through ____________________

Multiple Choice
expand_more
A) BAV
B) CSR
C) CRM
D) VALS
Answer:

A) You need to subscribe to get the answer.

Q14

Which is not part of a brand penetration strategy?

Multiple Choice
expand_more
A) CMR
B) CSR
C) Refreshing the Current Product Line
D) All of the above are part of a penetration strategy.
Answer:

A) You need to subscribe to get the answer.

Q15

_________________________ can rely on lower prices or special features appealing to a subset of the market and becoming a niche brand.

Multiple Choice
expand_more
A) Mid-level brands
B) Runner-up competitors
C) All brands
D) Category Leader
Answer:

A) You need to subscribe to get the answer.

Q16

When considering which media vehicle to use, a brand should also consider that the media's ____________________ represents the brand.

Multiple Choice
expand_more
A) Ownership
B) Editorial climate
C) Reach
D) News
Answer:

A) You need to subscribe to get the answer.

Q17

One product strategy that creates increased involvement and affinity for the brand is___________________.

Multiple Choice
expand_more
A) Market penetration
B) Diversification
C) Market development
D) Product innovation
Answer:

A) You need to subscribe to get the answer.

Q18

In keeping a brand strong, ___________________ have to be selective when adopting new features from competitors since their adoption means that the new features are endorsed by the leader.

Multiple Choice
expand_more
A) All brands
B) Runner Up Brands
C) Category Leaders
D) Mid-level brands
Answer:

A) You need to subscribe to get the answer.

Q19

Weightwatchers offers a customized online weight-loss plan that gives advice on recipes and products. This is an example of___________.

Multiple Choice
expand_more
A) CRM
B) BAV
C) CRS
D) VALS
Answer:

A) You need to subscribe to get the answer.

Q20

__________________ is when companies try to increase brand allegiance through supporting community efforts.

Multiple Choice
expand_more
A) BAV
B) CSR
C) CRM
D) VALS
Answer:

A) You need to subscribe to get the answer.

Q21

Sustaining and deepening the allegiance of an established brand can be the most challenging brand-management task.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q22

Brand loyalty is known as a one way street where a consumer is committed to the brand.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q23

Brand loyalty programs aim to gain new customers, and extend the possibilities of the brand.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q24

Customer Relationship Management is the main way of maintaining and increasing loyalty among existing consumers.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q25

It costs five times as much to acquire a new customer as it does to retain an existing customer.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q26

Frequent flyer programs, store membership cards, special deals and offers to existing customers are Customer Relationship Management efforts.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q27

A strong brand needs to continually and consistently keep the trust of its customers.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q28

The product upgrade and line extension strategies have different effects depending on the competitive power and position of the brand.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q29

"We are as good as the leader" - is a good strategy for runner-up competitors.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q30

Describe the four alternative growth strategies for a company's product

Essay
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Answer:

You cannot see the question answer before you subscribe, please create an account and subscribe to one of our plans to get access to the answer.

Q31

Describe the three basic strategies to increase brand alliance.

Essay
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Answer:

You cannot see the question answer before you subscribe, please create an account and subscribe to one of our plans to get access to the answer.

Q32

Describe different ways companies have used Corporate Social Responsibility in order to create a deeper allegiance to a brand.

Essay
expand_more
Answer:

You cannot see the question answer before you subscribe, please create an account and subscribe to one of our plans to get access to the answer.

Q33

CSR branding strategies do NOT include:

Multiple Choice
expand_more
A) Green trade
B) Fair trade
C) Community support
D) Lower prices
Answer:

A) You need to subscribe to get the answer.

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