Multiple choice questions:
When a Consumer Expresses
1. When a consumer expresses thoughts, feelings, images, experiences, and beliefs associated with
the brand, the consumer is expressing ________.
a. self-serving bias
b. ethnocentric bias
c. cognitive dissonance
d. brand knowledge
e. brand identity
2. A consumer who expresses rational and emotional attachments to the brand to the exclusion of
most other brands has reached the ________ level in the brand dynamics pyramid.
a. presence
b. performance
c. bonding
d. relevance
e. advantage
3. According to the BRANDZ model of brand strength, brand building involves people progressing
through a sequential series of steps. Which of these steps convey the message "Nothing else
beats this brand"?
a. relevance
b. bonding
c. presence
d. performance
e. advantage
4. Brand salience ________.
a. describes the relationship customers have with the brand and the extent to which they
feel they're "in sync" with it
b. is how well the product or service meets customers' functional needs
c. describes the extrinsic properties of the product or service, including the ways in which
the brand attempts to meet customers' psychological or social needs
d. is how often and how easily customers think of the brand under various purchase or
consumption situations
e. is customers' emotional responses and reactions with respect to the brand
5. Mark 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 brand ________.
a. parity
b. harmonization
c. alliance
d. bonding
e. essence
6. Which of the following value creation processes means sharing the brand's "good news" and
inspiring others to use the brand?
a. staking
b. evangelizing
c. badging
d. milestoning
e. justifying
7. Which of the following value creation processes means detailing the brand relationship journey
in a narrative way, often anchored by and peppered with milestones?
a. badging
b. milestoning
c. evangelizing
d. documenting
e. staking
8. The introduction of diet coke by the Coca Cola Company is an example of ________.
a. brand harmonization
b. co-branding
c. category extension
d. brand dilution
e. line extension
9. A major advantage of a ________ strategy is that the company does not tie its reputation to the
product.
a. separate family brand name
b. blanket family name
c. category extension
d. licensing
e. brand revitalization
10. A ________ is a set of all brand lines that a particular seller makes.
a. brand image
b. brand extension
c. brand platform
d. cobrand
e. brand mix
11. Two advantages of ________ are that they can facilitate new-product acceptance and provide
positive feedback to the parent brand and company.
a. brand dilutions
b. brand audits
c. product licensing
d. brand architecture
e. brand extensions
12. ________ are defined as companies that satisfy the same customer need.
a. Industries
b. Task groups
c. Trendsetters
d. Communities
e. Competitors
13. ________ are product associations that are not necessarily unique to the brand but may in fact
be shared with other brands.
a. Points-of-divergence
b. Points-of-presence
c. Points-of-difference
d. Points-of-inflection
e. Points-of-parity
14. Philip Morris bought Miller brewing and launched low-calorie beer at a time when consumers
had the impression that low-calorie beer does not taste as good as normal beer. What did the
company try to build when they conveyed the fact that the beer contained one third less
calories and hence it is less filling?
a. points-of-presence
b. points-of-conflict
c. points-of-inflection
d. points-of-difference
e. points-of-parity
15. American Express', "Worldclass Service, Personal Recognition," Mary Kay's, "Enriching
women's lives," Hallmark's, "Caring Shared," and Starbucks', "Rewarding Everyday Moments"
are examples of brand ________.
a. mantras
b. parity
c. architecture
d. extension
e. identity
16. A brand ________ is a translation of the brand mantra that attempts to creatively engage
consumers and others external to the company.
a. vision
b. extension
c. alliance
d. architecture
e. slogan
17. When the total market expands, the dominant ________ usually gains the most.
a. challenger
b. nicher
c. firm
d. follower
e. entrant
18. As the marketing manager of a company that manufactures floor tiles, Evans Smith is given a
target to achieve 500 new customers by the end of summer. He decides to search the market
for probable customers who might use the product but do not at present. Which of the
following strategies is Evans pursuing to increase the market demand for his product?
a. new-market segment strategy
b. market-penetration strategy
c. geographical-expansion strategy
d. consolidation strategy
e. needs-assessment strategy
19. A(n) ________ strategy is another name for identifying shifts in market segments that are
causing gaps to develop, then rushing in to fill the gaps and developing them into strong
segments.
a. encircling
b. flanking
c. bypass
d. counteroffensive
e. frontal attack
20. As a market follower, the ________ may choose to sell to different markets, but often it grows
into a future challenger.
a. imitator
b. counterfeiter
c. innovator
d. cloner
e. adapter
21. A dance school in the Bronx teaches professional hip-hop and salsa. It is experiencing an
increase in student admissions, which is leading to substantial improvement in profits. The
school is going through the ________ phase of its life cycle.
a. decline
b. introduction
c. maturity
d. growth
e. stagnancy
22. According to Peter Golder and Gerald Tellis, a(n) ________ is the first to develop a working
model of the product.
a. developer
b. creative pioneer
c. inventor
d. product pioneer
e. market pioneer
23. What goods are similar in quality but different enough in price to justify shopping
comparisons?
a. heterogeneous shopping goods
b. homogeneous shopping goods
c. emergency goods
d. convenience goods
e. specialty goods
24. Moving ________ carries risks. The new brand can cannibalize core brand sales and lower the
core brand's quality image.
a. out-market
b. down-market
c. two ways
d. one way
e. up-market
25. If line filling is overdone, it could result in ________ and customer confusion.
a. self-cannibalization
b. disintermediation
c. manufacturing inefficiencies
d. sales paralysis
e. ineffective management