chapter 11

Nonprofit organizations need to use the value stakeholders associate with the organization to raise the funds and support required to accomplish its mission. It is easier for a nonprofit organization to do this if A. it has high brand equity. B. it is relevant to only a small, focused group of consumers. C. its brand is similar to that of its competitors. D. it is relatively unknown. E. it has low brand equity.

a

A marketer is trying to uncover the true opinions of a group of consumers, but they are unwilling to express themselves, so instead he asks them to compare his brand to an automobile, a country and a person. What technique is the marketer using? A. free association B. aided recall C. projective technique D. brand recognition E. brand recall survey

c

According to your text, what is the biggest challenge in global branding? A. coming up with different brand strategies for different countries B. grouping nations with consumers that have similar tastes and brand preferences C. staying easily recognizable at any location, while remaining compatible with local culture and traditions D. translating promotional materials into another language so that the meaning does not get lost E. adhering to the regulations of other countries when promoting the product

c

According to your text, which of the following marketers in today's world is most likely positioned for success? A. a marketer who is creative at crafting messages onto print ads B. a marketer who sticks to the traditional forms of advertising C. a marketer who connects with his or her audience through social media D. a marketer who understands that the use of social media carries no risk E. a marketer who is creative at crafting messages onto digital materials

c

Research indicates that emerging middle-class consumers in developing countries desire brand names that sound A. British. B. German. C. American. D. French. E. Chinese.

c

According to your text, men and women, typically between 18 and 49 years old, who reach a large number of potential consumers through social media are referred to as A. product gurus. B. opinion leaders. C. social networking stars. D. super influencers. E. online persuaders.

d

Which brand in 2012 was ranked as the most loved brand on social media, in part because of the specials it offered to its most loyal customers? A. McDonalds B. Barnes and Noble C. Macy's D. Starbucks E. Subway

d

Which of the following is NOT a component of building a successful brand? A. Deliver a quality product. B. Create a consistent brand image. C. Create consistent brand messaging. D. Monitor the competitive environment. E. Capture feedback.

d

According to your text, an effective nonprofit brand should be all of the following EXCEPT A. unique. B. pleasing to the eye and ear. C. easy to remember. D. reflective of the organization. E. detailed and thought-provoking.

e

Randi's family has always owned Toyota vehicles and has been very happy with them. Now that Randi is ready to buy her first vehicle, she doesn't even want to look at other manufacturers because she feels that Toyota's are the best. Randi is exhibiting brand A. loyalty. B. recognition. C. equity. D. discrimination. E. exclusion.

a

The makers of Breyers ice cream have come up with a new line called Breyers Blasts! This line of ice cream combines Breyers ice cream with well-know products such as Oreo cookies, Snickers candy bars, and Reese's peanut butter cups. This is an example of A. co-branding. B. brand extension. C. dual branding. D. partner branding. E. brand revitalization.

a

According to your text, brand revitalization often begins with A. redesigning the product. B. rebuilding trust with consumers. C. revamping its promotional campaign. D. rebuilding trust with stockholders. E. employee training and education.

b

According to recent data from ACNielsen, 60 percent of consumers researching products through online sources learned about a specific brand or retailer from A. a social networking site. B. the company webpage. C. a search engine. D. a newspaper website. E. a product comparison website.

a

Among consumers who write product reviews online, a majority do so to A. give recognition for a job well done. B. receive a product discount. C. punish the company for a product defect. D. bond with others. E. feel personally empowered.

a

A family traveling in their car is looking for a place to eat off the highway. One of the children in the car sees a sign up ahead with the face of Ronald McDonald on it and exclaims, let's go to McDonald's! This is most likely an example of brand A. discrimination. B. recognition. C. preference. D. equity. E. labeling.

b

A strategy in which two or more companies issue a single product in an effort to capitalize on the equity of each company's brand is called A. dual branding. B. brand extension. C. co-branding. D. partner branding. E. brand revitalization.

c

The strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity is referred to as A. brand revitalization. B. brand extension. C. cannibalization. D. brand marking. E. brand recouping.

a

Watch manufacturer Festina designed a diving watch called the Profundo. The quality promised by Festina in making the Profundo is that this watch stays waterproof. To back up its claim, the watch is sold in a transparent bag filled with distilled water, convincing customers of the watch's high quality. This most likely is an example of how packaging A. reinforces the brand's image. B. upstages the brand's image. C. contributes to low brand equity. D. can turn off a customer through gimmicks. E. differs completely from advertising.

a

What social brand monitoring tool allows a firm to capture its brand across most social media sites by monitoring over 100 platforms, isolating relevant keywords and measuring the brand's impact online? A. Social Mention B. Google Alerts C. Twitter Search D. Technorati E. Klout

a

What type of research involves asking consumers what comes to mind when they think about the brand? A. free association B. aided recall C. unplanned response D. unaided recall E. free thought

a

When building a successful brand, it is important that all of the marketing decisions, promotions, and employees reinforce the brand by providing a(n) _______ experience in the minds of consumers. A. consistent B. unique C. memorable D. simplistic E. impressive

a

According to your text, social media can support the goal of building a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers, and by A. allowing the firm to offer coupons and discounts to a larger number of customers. B. generating positive-word-of-mouth communication about the brand across social networks. C. having the ability to track the competition on social networks. D. reducing the number of other promotional activities the firm has to engage in. E. allowing firms to build a customer database to use to promote other products.

b

All of the activities of designing and producing the container for a product are referred to as A. housing. B. packaging. C. labeling. D. containment. E. sorting.

b

Cannibalization occurs when A. a brand has been mismanaged and must be revitalized in order remain a viable brand. B. new products take sales away from the firm's existing products rather than generating additional revenues. C. two or more companies collude to set prices, forcing smaller brands to leave the marketplace. D. a firm develops a new product but does not allocate enough funds to promote the product successfully. E. existing products have such a strong market share that new products fail to gain acceptance with consumers.

b

Of all developed countries, the people living in _______ are the most brand and status conscious and are generally accepting of foreign brands. A. the United States B. Japan C. China D. France E. Spain

b

Target stores use an image of a white dog with a red bulls-eye around one of its eyes. In marketing terms, what does this represent for Target? A. an identifier B. a brand mark C. a brand image D. a patent E. a brand feature

b

The brand image that bears your name and that must be managed 24-hours-a-day, 7-days-a-week, 365-days-a-year, is referred to as your A. primary brand. B. personal brand. C. unique brand. D. social brand. E. brand equity.

b

The degree to which customers can identify the brand under a variety of circumstances is referred to as brand A. awareness. B. recognition. C. loyalty. D. equity. E. marking.

b

The value the firm derives from consumers' positive perception of its products is called A. brand capture. B. brand equity. C. brand profit. D. brand relevance. E. brand esteem.

b

What aspect of product development should firms try to achieve when developing a successful brand? A. The product should be unique to the marketplace in order to be competitive. B. The product should provide value to the customers that will be using it. C. The product should be aligned with a customer service department to handle complaints. D. The product should be able to be manufactured as quickly as possible. E. The product should be promotable through advertising and personal selling.

b

What firm tops the list of the most valuable global brand? A. Microsoft B. Coca-Cola C. McDonald's D. Toyota E. IBM

b

What tool for monitoring a social brand allows a firm to set up alerts about your company, good, service or brand so that you're e-mailed whenever they appear online? A. Social Mention B. Google Alerts C. Twitter Search D. Technorati E. Klout

b

When recommending products, which of the following do social media users tend to trust the most? A. a company's website B. friends and family C. product review sites D. a company's Facebook page E. reviews posted on independent blogs

b

Which of the following is most helpful in facilitating a brand's expansion into new markets? A. changing the brand's image for each new market B. having a high level of brand equity C. advertising on only one platform D. delivering a different brand message for the new environment E. reinventing the product for the new environment

b

A successful brand adds value to organizations in many ways, but which of the following is NOT one of those ways? A. by generating loyal customers B. by generating recognizable goods and services C. by reducing competition D. by generating more revenue E. by fostering more donations for nonprofit organizations

c

As a marketing tool, packaging A. is not very important for communicating to the consumer. B. is only crucial to a few products, since most products are heavily promoted in other ways. C. gives a product a chance to stand out among all the other choices on a store shelf. D. does little to help promote and reinforce brand image. E. is not something that marketers are involved with.

c

Brand marks are elements of a brand that can be expressed in all of the following ways EXCEPT with A. symbols. B. colors. C. words. D. designs. E. figures.

c

In 2012, the most valuable nonprofit brand in the Youth Interest category was A. Stand Up for Kids. B. Big Brothers, Big Sisters of America. C. Girls Scouts of the USA. D. Young Life. E. Boy Scouts of America.

c

Products developed by a retailer and sold only by that specific retailer are known as A. manufacturer brands. B. generic brands. C. private label brands. D. licensed brands. E. co-brands.

c

The Jeep brand of vehicles provides consumers with a unique blend of freedom and adventure. One of their advertising campaigns featured the tagline Have fun out there. Jeep. to highlight how the Jeep brand is about being free and adventuresome. This unique set of associations that consumers will make with the Jeep brand is referred to as brand A. recognition. B. marking. C. image. D. awareness. E. equity.

c

To be successful, brand messaging should A. strive to explain the product in detail. B. contain many different messages. C. be consistent and concise. D. be complex and varied. E. keep consumers guessing.

c

What could be the potential downside of continually offering discounts as a type of promotional strategy? A. It could pave the way for more competition to enter the marketplace. B. It could have the effect of overpricing the product. C. It could potentially devalue the brand and its relationship with its customers. D. It could cause the firm to have to repackage its product. E. It could lower a firm's brand recognition.

c

When analyzing the most common sources of product information and the percentage of social media users that prefer each source, it was found that compared to other sources, users prefer A. a company's website. B. a live chat with a company employee. C. consumer-generated reviews and product ratings. D. a company's Twitter page. E. a company's Facebook page.

c

When it comes to measuring brand equity, which type of research is particularly helpful in identifying the sources of brand equity and its role in consumer decisions? A. quantitative research B. brand recognition research C. qualitative research D. brand recall surveys E. product development research

c

Which component of a successful brand allows firms to engage customers through online surveys and social media tools? A. Deliver a quality product. B. Create a consistent brand image. C. Capture feedback. D. Create consistent brand messaging. E. Evaluate competitor's products.

c

Which of the following is NOT true regarding a brand extension strategy? A. It is best to have high brand equity before pursuing a brand extension strategy. B. Firms must make sure that the extension lives up to the quality consumers expect from the brand. C. A brand extension strategy is the same thing as a product extension strategy. D. A brand extension strategy allows new products to profit from recognition the brand already enjoys. E. Brand extensions must be implemented with an eye towards avoiding cannibalization.

c

Which of the following statements regarding monitoring a social brand is true? A. There are not very many social monitoring tools currently on the market, and the ones that are available tend to be expensive. B. The social monitoring tools currently available on the market are difficult to set up. C. Firms that use social monitoring tools are better prepared to facilitate an ongoing dialogue with customers to strengthen brand loyalty over time. D. Unless a firm has a website or is selling its product in some sort of online format, there is no need to monitor social network activity. E. Most social network monitoring sites only allow monitoring of one particular platform.

c

Young and Rubicam, a global advertising agency, developed the BrandAsset Valuator, which suggests that brand equity is based on which of the following four dimensions? A. image, loyalty, messaging, and recognition B. differentiation, recognition, knowledge, and image C. differentiation, relevance, esteem, and knowledge D. relevance, recognition, image and esteem E. loyalty, esteem, image, and recognition

c

According to your text, what two facets of nonprofit organizations makes branding more critical for them as compared to for-profit organizations? A. limited funds and complex goals B. varied audiences and limited funds C. limited staff and complex goals D. complex goals and varied audiences E. global presence and varied audiences

d

As a retailer, Target has developed its own line of products with the brand name up & up. These products are sold exclusively in Target stores and are an example of A. manufacturer brands. B. generic brands. C. co-brands. D. private label brands. E. licensed brands.

d

Brand revitalization is also referred to as A. co-branding. B. rebuilding. C. recouping. D. rebranding. E. remaking.

d

The fact that a consumer who has tried and likes a product and therefore, is more likely to continue buying it regardless of outside influences exemplifies the fact that A. consumers are not that knowledgeable in evaluating alternative products. B. brand image is the main reason consumers continue to purchase a brand. C. advertising a brand is the surest way to ensure repeat purchasing. D. brand equity increases a firm's ability to succeed in a difficult competitive environment. E. consumers do not like change when it comes to buying products.

d

The name, term, symbol, design, or any combination of these that a firm uses to identify and differentiate its products is its A. label. B. trademark. C. trade name. D. brand. E. copyright.

d

The process of broadening the use of an organization's current brand to include new products is called A. product extension. B. brand revitalization. C. cannibalization. D. brand extension. E. co-branding.

d

The unique set of associations target customers or stakeholders make with a brand is referred to as A. brand recognition. B. brand marking. C. brand value. D. brand image. E. brand equity.

d

Tiffany is well-known as a luxury brand of jewelry. The iconic Tiffany blue box, along with its blue jewelry bag, has been used for over 100 years. By communicating class and sophistication, Tiffany's packaging is an example of how packaging A. can take the place of advertising. B. contributes to low brand equity. C. can mislead a customer. D. promotes a brand's image. E. takes away from a brand's image.

d

When determining the top most valuable global brand in 2012, three criteria were used: (1) the financial performance of the branded product, (2) the ability of the brand to draw a premium price or significantly impact the company's profits, and (3) the A. amount of money spent in order to promote the product. B. number of competitors competing against the product. C. role the brand plays in corporate philanthropy efforts. D. role the brand plays in influencing consumers. E. length of time the product has been on the market.

d

When it comes to using social media to respond to customer complaints, Research by ACNielsen found that 42 percent of 18-34 year olds expect customer support within _______ of a question or complaint. A. 30 minutes B. 1 hour C. 8 hours D. 12 hours E. 24 hours

d

Which of the following shows how social media can utilize consumers as brand advocates? A. A company searches through social media sites looking for negative product reviews so it can address the issues. B. A company tracks visits to its website to better target its audience. C. A company encourages customers to enter a contest on its website for a chance to win a free product. D. A company encourages customers to post pictures promoting the brand and the lifestyle it represents. E. A company airs its Super Bowl television ad after the game on YouTube.

d

Which qualitative technique for measuring brand equity helps marketers understand which brands stand out in a consumer's memory and what the strength of his or her association is with the brand? A. free association B. aided recall C. projective technique D. brand recognition E. brand recall survey

d

According to your text, why are brand loyal customers an important contributor to a firm's long-term success and profitability? A. Brand loyal customers typically exhibit more price sensitivity. B. Brand loyal customers write positive reviews of the firm. C. Brand loyal customers write negative reviews of the competition. D. Brand loyal customers typically don't use coupons to reduce the price of the product. E. Brand loyal customers typically exhibit less price sensitivity.

e

All of the following are ways listed in your text that customers engage with brands via social media EXCEPT A. consumers acting as brand advocates. B. consumers sharing brand information. C. consumers seeking discounts. D. consumers seeking contact with customer service. E. consumers using search engines to find a product.

e

All of the following could be considered ineffective packaging of your personal brand when preparing for an interview EXCEPT A. typographical errors on your resume. B. poor grammar in your e-mails. C. unprofessional attire for an interview. D. showing up late to an interview. E. talking about your personal accomplishments.

e

Co-branding involves A. one company linking two of its brands. B. two companies issuing two different products, but using the same name. C. one company issuing two different products, but packaging them under different names. D. two or more companies using the same supplier for its products. E. two or more companies issuing a single product.

e

Darius has a Facebook and a Twitter account, actively uses Instagram, and has his own personal blog. He has a large network of social media friends and is very effective at influencing those people to act. Based on Darius' ability to drive other people to act on social media, he would have a high A. prestige score. B. sway score. C. persuasion score. D. influence score. E. Klout score.

e

Fenton has a food truck in which he sells mainly burgers and fries. He decided to expand his product line to begin serving grilled chicken sandwiches as well. Fenton is noticing that his existing customers now order the chicken over the burgers, and his sales have not increased, in fact, they have decreased slightly. This is most likely due to A. poor marketing of the burger option. B. revitalization. C. low brand equity. D. differentiation. E. cannibalization.

e

In a brand recall strategy, how can marketers tell if consumers are truly able to identify the brands they have seen and distinguish between those and brands that they have not been exposed to? A. They ask consumers questions about details of the brand. B. They ask consumers to compare the brand to a person, animal, or car. C. They repeat the technique several times. D. They ask consumers what comes to mind when they think about the brand. E. They use decoys that consumers could not possibly have seen.

e

On the store shelf at Walgreens, there are two types of sunscreen. Coppertone Sport Spray, which is a _______ brand, and Walgreens Continuous Spray Sport, which is a _______ brand. A. private label; manufacturer B. manufacturer; generic C. private-label; generic D. licensed; private label E. manufacturer; private-label

e

Private label brands are also referred to as A. manufacturer brands. B. generic brands. C. co-brands. D. licensed brands. E. store brands.

e

The term that your text uses for a brand marketed under the same name in multiple countries is A. international brand. B. multinational brand. C. exported brand. D. worldwide brand. E. global brand.

e

When it comes to measuring nonprofit brand equity, your text states that social media tools are particularly important for nonprofit marketers because they A. are the easiest promotional tools to use. B. don't have to be managed by a marketing staff. C. work better than other promotional tools. D. can be used to reach a global audience. E. cost less than other promotional tools.

e

When the makers of Snickers candy bars decided to make a line of ice cream treats, they came up with Snickers ice cream bars. This is an example of A. a product extension. B. brand revitalization. C. cannibalization. D. co-branding. E. a brand extension.

e

Which of the following is NOT a reason for the global strength of U.S. brands? A. The U.S. economy rebounded from the most recent financial crisis at a slightly faster pace than many European countries. B. American companies collectively benefit from the success of U.S. tech companies. C. The Internet and the language associated with it are rooted in American brands and American imagery. D. Social networking sites have been important tools in promoting American brands internationally. E. There are few tariffs levied against U.S. brands imported into other countries.

e

which has been a leading producer of bicycle locks for more than three decades. How was this firm impacted by social media? A. Kryptonite was a little-known brand until social media users began raving about the company products, leading to an unprecedented increase in sales. B. Kryptonite enjoyed steady sales until negative product reviews on Yelp and YouTube drastically reduced company sales, causing the firm to go out of business. C. Users posted videos showing how the bike lock could be employed for other uses around the house, and this led to an increase in company sales. D. Users contacted the company about sponsoring a bike competition and this led to social media product endorsements by all types of different companies. E. Users posted videos showing how the company's bike locks could be opened with a pen and this forced the company to change its design.

e