Question1. Which of the following value creation processes means translating milestones into symbols and artifacts?A. StakingB. EvangelizingC. MilestoningD. BadgingQuestion 2 of 40Competitive superiority and channel support are factors that influence the __________ of the brand value chain.A. program multiplierB. customer multiplierC. brand multiplierD. profit multiplierQuestion 3 of 402.5 Points__________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.A. Points-of-parityB. Points-of-differenceC. Points-of-inflectionD. Points-of-presenceQuestion 4 of 402.5 PointsThe first step in the strategic brand management process is:A. measuring consumer brand loyalty.B. identifying and establishing brand positioning.C. planning and implementing brand marketing.D. measuring and interpreting brand performance.Question 5 of 402.5 PointsBrand salience:A. is customers’ emotional responses and reactions with respect to the brand.B. is how often and how easily customers think of the brand under various purchase or consumption situations.C. is how well the product or service meets customers’ functional needs.D. describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers’ psychological or social needs.Question 6 of 402.5 PointsA supplier creates better information systems, and introduces bar coding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its:A. innovativeness.B. reliability.C. insensitivity.D. resilience.Question 7 of 402.5 Points__________ consists of activities and processes that help inform and inspire employees about brands.A. Internal brandingB. Personal brandingC. Individual brandingD. External brandingQuestion 8 of 402.5 PointsMarketers typically focus on __________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.A. brand equityB. brand awarenessC. brand benefitsD. brand architectureQuestion 9 of 402.5 PointsSuppliers who are dependable in their on-time delivery, order completeness, and order-cycle time are most likely to be differentiated based on:A. resilience.B. innovativeness.C. insensitivity.D. reliability.Question 10 of 402.5 PointsWhich of the following statements about the branding guidelines for a small business is true?A. A small business must creatively conduct low-cost marketing research.B. A small business must avoid leveraging secondary brand associations.C. A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image.D. A small business must disintegrate the brand elements to maximize the contribution of each of the three main sets of brand equity drivers.Question 11 of 402.5 Points__________ are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service class.A. Category points-of-differenceB. Conceptual points-of-parityC. Competitive points-of-parityD. Category points-of-parityQuestion 12 of 402.5 Points__________ are devices that can be trademarked and serve to identify and differentiate the brand.A. Brand elementsB. Brand value propositionsC. Brand perceptionsD. Brand imagesQuestion 13 of 402.5 Points__________ is the job of estimating the total financial worth of the brand.A. Brand trackingB. Brand auditingC. Brand equityD. Brand valuationQuestion 14 of 402.5 PointsMark feels that Shell delivers on its promises to supply the best gasoline possible to the public. His experiences with Shell have always been good, resulting in positive brand contact. Mark is most likely experiencing:A. brand bonding.B. brand essence.C. brand harmonization.D. brand parity.Question 15 of 402.5 PointsWith respect to the “six brand building blocks,” __________ signifies how well the product or service meets customers’ functional needs.A. brand judgmentB. brand imageryC. brand salienceD. brand performanceQuestion 16 of 402.5 PointsWhich of the following types of differentiation refers to companies effectively designing their distribution medium’s coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?A. Service differentiationB. Channel differentiationC. Image differentiationD. Product differentiationQuestion 17 of 402.5 PointsAccording to brand asset valuator model, leadership brands show:A. high levels of energy, differentiation, relevance, knowledge, and esteem.B. higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still.C. higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still.D. low levels on energy, differentiation, relevance, knowledge, and esteem.Question 18 of 402.5 PointsBrand __________ is the added value endowed to products and services.A. loyaltyB. equityC. preferenceD. identityQuestion 19 of 402.5 Points__________ refers to the products or sets of products with which a brand competes and which function as close substitutes.A. Consumer profitability analysisB. Competitive frame of referenceC. Category membershipD. Value membershipQuestion 20 of 402.5 PointsThe American Marketing Association defines a __________ as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”A. copyrightB. trademarkC. sloganD. brandQuestion 21 of 402.5 PointsA(n. __________ marketer looks ahead to needs customers may have in the near future.A. anticipativeB. creativeC. inexperiencedD. responsiveQuestion 22 of 402.5 PointsAs a market follower strategy, the __________ duplicates the leader’s product and packages and sells it on the black market or through disreputable dealers.A. innovatorB. counterfeiterC. imitatorD. adapterQuestion 23 of 402.5 PointsWhen the total market expands, the __________ usually gains the most.A. market challengerB. market leaderC. market followerD. market nicherQuestion 24 of 402.5 Points__________ marketers are not just market-driven, they are proactive market-driving firms.A. CreativeB. ResponsiveC. InexperiencedD. LaidbackQuestion 25 of 402.5 PointsIn a __________ defense strategy, the market leader can meet the attacker frontally and hit its flank, or launch a pincer movement so that it’s forced to pull back to defend itself.A. positionB. counteroffensiveC. preemptiveD. contractionQuestion 26 of 402.5 PointsA firm that is willing to maintain its market share, and not attack the leader and other competitors in an aggressive bid for further market share, is known as a:A. market challenger.B. market leader.C. market follower.D. market nicher.Question 27 of 402.5 PointsWhen a firm looks for new users in groups that might use the product but do not, the firm is using the __________ strategy.A. new-market segmentB. market-penetrationC. geographical-expansionD. product developmentQuestion 28 of 402.5 Points__________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action across the market, keeping everyone off-balance.A. Position defenseB. Flank defenseC. Contraction defenseD. Preemptive defenseQuestion 29 of 402.5 PointsFor a market challenger, attacking __________ is a high risk but potentially high payoff strategy, which also allows it to distance itself from other challengers.A. a firm of its own sizeB. the market leaderC. a regional firmD. an underfinanced firmQuestion 30 of 402.5 PointsIf Microsoft announces plans for a new-product development, smaller firms may choose to concentrate their development efforts in other directions to avoid head-to-head competition. In this example, Microsoft is employing a __________ strategy.A. preemptive defenseB. counteroffensive defenseC. mobile defenseD. flank defenseQuestion 31 of 402.5 PointsIn __________, the market leader stretches its domain over new territories that can serve as future centers for defense and offense.A. counteroffensive defenseB. flank defenseC. contraction defenseD. mobile defenseQuestion 32 of 402.5 PointsWhich of the following marketing strategies requires either identifying additional opportunities to use the brand in the same basic way or identifying completely new and different ways to use the brand?A. Increasing the amount of consumptionB. Decreasing the level of consumptionC. Increasing dedication to consumptionD. Increasing frequency of consumptionQuestion 33 of 402.5 PointsThe __________ can be used when the challenger spots areas where the opponent is underperforming.A. encirclement attackB. frontal attackC. flank-geographic attackD. backwards-flank attackQuestion 34 of 402.5 PointsWhen large companies can no longer defend all their territory, they launch a __________ defense where they give up weaker markets and reassign resources to stronger ones.A. contractionB. preemptiveC. flankD. mobileQuestion 35 of 402.5 PointsAron, a company manufacturing snack food and soft drinks, replicates its product taste and packaging from Lay’s, a market leader in snack food industry. Later, it sells these imitated products on the black market. This is an example of:A. cloning.B. imitating.C. counterfeiting.D. adapting.Question 36 of 402.5 PointsAn alternative to being a market follower in a large market is to be a leader in a small market. This type of competitor is called a:A. marketing king.B. market nicher.C. segment king.D. guerilla marketer.Question 37 of 402.5 Points__________ defense involves occupying the most desirable market space in the minds of the consumers and making the brand almost impregnable.A. PositionB. FlankC. PreemptiveD. MobileQuestion 38 of 402.5 PointsWhich of the following is the most constructive response a market leader can make when defending its market share?A. Maintain basic cost controlB. Innovate continuouslyC. Provide desired benefitsD. Meet challengers with a swift responseQuestion 39 of 402.5 PointsWhich of the following is true about proactive marketing?A. A company needs creative anticipation to see the writing on the wall.B. Proactive companies create new offers to serve unmet and unknown consumer needs.C. Proactive companies refrain from practicing uncertainty management.D. A company needs responsive anticipation to devise innovative solutions.Question 40 of 402.5 PointsA marketing manager has planned a strategy that will require the organization to erect outposts to protect its weak front-running brands. In this __________ defense, the outposts will be central to the organization’s new competitive strategy.A. positionB. flankC. preemptiveD. counteroffensive