Marketing Management Exam #2

Conveying Category Membership

- announcing category benefits - comparing to exemplars - relying on product descriptor

Advantages of Strong Brands

- improved perceptions of product performance - greater loyalty - less vulnerability to competitive marketing actions - less vulnerability to crises - larger margins - more inelastic consumer response - greater trade cooperation - increased marketing communications effectiveness - possible licensing opportunities

Emotional Branding

- strong culture - communication style - emotional hook

Nike's strong,​ favorable, and unique​ associations-such as​ performance, innovative​ technology, and​ winning-are examples of​ ________. A. multiple​ points-of-difference B. deliverables C. correlational​ points-of-parity D. brand association E. category​ points-of-parity

A. multiple points-of-difference

Brand Equity

Added value endowed on products and services, which may be reflected in the way customers, think, feel, and act with respect to the brand

Points of Parity

Associations that are not necessarily unique to the brand but may be shared with other brands

Points of Difference

Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand

​________ is endowing products and services with the power of a brand to create differences between products. A. Advantage B. Branding C. Performance D. Bonding

B. Branding

The combination of search advertising and search engine optimization is known as A. Mobile Marketing B. Search Engine Marketing C. Digital Marketing D. Hyper Marketing E. Customer Reach

B. Search Engine Marketing

Which of the following is a function of branding for the​ consumer? A. Helping organize inventory and accounting records B. Setting expectations and reducing risk C. Signaling quality and garnering loyalty that ensures demand D. Using the brand name as legal protection for unique features or aspects of the product E. Simplifying product handling or tracing

B. Setting expectations and reducing risk

The ads with the highest viewability rate are placed A. in the middle of the webpage B. vertically C. horizontally D. in the bottom of the webpage E. in the top of the webpage

B. vertically

Branding Terms

Brand line Brand mix Brand extension Sub-brand Parent brand Family brand Line extension Category extension Branded variants Licensed product

Which of the following should be used to estimate the financial value of a​ brand? A. Dynamism B. Brand resonance C. Brand equity D. Brand valuation E. The brand promise

D. Brand valuation

________, or fighter​ brands, include products like Busch Bavarian and Intel​ Celeron, which are positioned with respect to the​ competitors' brands so that more important and profitable flagship brands can retain their desired positioning. A. Brand contacts B. Cash cows C. ​Entry-level brands D. Flankers ​E. High-end prestige brands

D. Flankers

A page a user reaches when clicking on an ad is known as A. Contact page B. Conversion metric C. Site Map D. Landing page E. Home map

D. Landing page

When PepsiCo determines the​ bottled-water competitors for its Aquafina brand by identifying the products or sets of products with which a brand competes and which function as close​ substitutes, it is determining​ Aquafina's ________. A. ​customer-focused value proposition B. points of parity C. points of difference D. category membership E. brand mantra

D. category membership

The​ ________ defines which other brands a company competes with​ and, therefore, which brands should be the focus of competitive analysis. point of parity A. customer-focused value proposition B. perceptual map C. straddle position D. competitive frame of reference

D. competitive frame of reference

Competitive​ ________ are associations designed to overcome perceived weaknesses of the​ brand, which might be required to negate perceived vulnerabilities or shortcomings. A. competitive frames of reference ​B. customer-focused value propositions C. blue ocean strategies D. points of parity

D. points of parity

Points of Difference Criteria

Desirable Deliverable Differentiating

What percentage of searches result in page 1 Google organic click? A. 80-90% B. 90%+ C. 20-35% D. 50-60% E. 70-75%

E. 70-75%

When Interbrand uses competitive benchmarking and a structured evaluation of the​ brand's clarity,​ commitment, protection,​ responsiveness, relevance,​ differentiation, consistency,​ presence, and understanding to determine the likelihood the brand will realize forecasted brand​ earnings, it is​ ________. A. assessing the role of branding B. conducting financial analysis C. calculating brand value D. conducting market segmentation E. assessing brand strength

E. assessing brand strength

​Ben-Gay aspirin, Cracker Jack​ cereal, Frito-Lay​ lemonade, and Fruit of the Loom laundry detergent are examples where​ consumers' ________ dictated that the extensions were inappropriate for the brand. A. brand stature B. brand equity C. power grid D. brand salience E. brand knowledge

E. brand knowledge

The three criteria that determine whether a brand association can truly function as a point of difference are​ desirability, ________, and A. differentiability. B. demand C. implementation D. customerization E. discrimination F. deliverability

E. deliverability

A beverage company can create a visual representation of consumer​ perceptions, preferences, and​ competitors, and it can show the ideal configurations for different market segments using a​ ________. ​A. customer-focused value proposition B. frame of reference C. category point of parity D. point of difference E. perceptual map

E. perceptual map

All marketing strategies are built on​ STP, in which a company discovers different needs and groups in the​ marketplace, targets those it can satisfy in a superior​ way, and then​ ________ its offerings so that the target market recognizes the​ company's distinctive offerings and images. A. penetrates B. packages C. pushes D. produces E. positions

E. positions

Brand Roles in Portfolio

Flankers (fighter brands)-new brand introduced that already has established brands in the same category Cash cows-generate a lot of money, doesn't really grow Low-end entry-level- get consumers in and try to get them to move up High-end prestige- suggests quality and exclusivity

Role of Brands

Identify the maker Simplify product handling Organize accounting Offer legal protection Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium

Negatively Correlated Attributes & Benefits

Low price vs. high quality Taste vs. low calories Powerful vs. safe Ubiquitous vs. exclusive Varied vs. simple

Brand Resonance Pyramid

The idea is that we have 4 levels that we build our brand on going from the bottom to the top. Identity, Meaning, Response, and Relationships

Brand

a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products

Designing a Brand Mantra

communicate, simplify, inspire

Means of Differentiation

employee, channel, image, services

Branding

endowing products and services with the power of a brand

Brand Element Choice Criteria

memorable, meaningful, likable, transferable, adaptable, protectable

When a site responds to the device through which a user is viewing a webpage is known as A. Friendly design B. Accessible design C. Responsive design D. Website design

C. Responsive design

​McDonald's "Food,​ Folks, and​ Fun"; Nike's​ "authentic athletic​ performance"; and​ Disney's "fun family​ entertainment" are examples of​ ________. A. brand slogan B. brand categorizations C. brand mantras D. brand statures

C. brand mantras

internal marketing

Choose the right moment Link internal and external marketing Bring the brand alive for employees

Steps in Strategic Brand Management

1. Identifying and establishing brand positioning 2. Planning and implementing brand marketing 3. Measuring and interpreting brand performance 4. Growing and sustaining brand value

Brand Elements

different components of a brand that identify and differentiate it ex. Brand names, slogans, characters, symbols, logos, URLs

perceptual map

displays, in two or more dimensions, the position of products or brands in the consumer's mind