BM350 EXAM 4 & 5

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School

Ashworth College *

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350

Subject

Marketing

Date

Feb 20, 2024

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docx

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Uploaded by JudgeMaskMoose29

98 / 100 - 97.5 % Overall Grade (Highest Attempt) 98 / 100 - 97.5 % stion 1 2.5 / 2.5 points 2.5 / 2.5 po __________ is a company's ability to perform in one or more ways that competitors cannot or will not match. Question options: a) Brand positioning b) Market research c) Competitive advantage d) Competitor analysis on 2.5 / 2.5 points 2 Brand __________ is the added value endowed to products and services. Question options: a) loyalty b) equity c) preference d) identity on 2.5 / 2.5 points 2

With respect to the "six brand building blocks," brand __________ signifies how well the product or service meets customers' functional needs. Question options: a) judgment b) imagery c) salience d) performance on 2.5 / 2.5 points 2 __________ branding consists of activities and processes that help inform and inspire employees about brands. Question options: a) Internal b) Personal c) Individual d) External on 2.5 / 2.5 points 2

A 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: Question options: a) innovativeness. b) reliability. c) insensitivity. d) resilience. on 2.5 / 2.5 points 2 Brand __________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company's own employees understand what the brand represents. Question options: a) mantras b) symbols c) logos d) alliances on 2.5 / 2.5 points 2

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Which of the following statements about the branding guidelines for a small business is TRUE? Question options: 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 bra drivers. on 2.5 / 2.5 points 2 Branding is: Question options: a) all about creating unanimity between products. b) the process of performing market research and selling products or services to customers. c) endowing products and services with the power of a brand. d) the process of comparing competing brands available in the market. on 2.5 / 2.5 points 2 Which of the following value creation processes means translating milestones into symbols and artifacts? Question options:

a) Staking b) Evangelizing c) Milestoning d) Badging on 2.5 / 2.5 points 2 One common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are: Question options: a) negatively correlated. b) always correlated. c) directly proportional. d) never correlated. on 2.5 / 2.5 points 2 The first step in the strategic brand management process is: Question options: a) measuring consumer brand loyalty.

b) identifying and establishing brand positioning. c) planning and implementing brand marketing. d) measuring and interpreting brand performance. on 2.5 / 2.5 points 2 A brand __________ can be defined as any information-bearing experience a customer or prospect has with the brand, the product category, or the market that relates to the marketer's product or service. Question options: a) value b) personality c) trait d) contact on 2.5 / 2.5 points 2 __________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis. Question options: a) Consumer profitability analysis

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b) Competitor indexing c) The service blueprint d) The competitive frame of reference on 2.5 / 2.5 points 2 __________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands. Question options: a) Points-of-parity b) Points-of-difference c) Points-of-inflection d) Points-of-presence on 2.5 / 2.5 points 2 Competitive superiority and channel support are factors that influence the __________ multiplier of the brand value chain. Question options: a) program b) customer

c) brand d) profit on 2.5 / 2.5 points 2 According to BrandAsset Valuator model, leadership brands show: Question options: 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. on 2.5 / 2.5 points 2 According to the BrandAsset Valuator model, which of the components of brand equity measures how aware and familiar consumers are with the brand? Question options: a) Esteem b) Energized differentiation c) Relevance

d) Knowledge on 2.5 / 2.5 points 2 Brand __________ are devices that can be trademarked and serve to identify and differentiate the brand. Question options: a) elements b) value propositions c) perceptions d) images on 2.5 / 2.5 points 2 With respect to the "six brand building blocks," brand ________ are customers' emotional responses and reactions with respect to the brand. Question options: a) performances b) feelings c) resonances d) judgments

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on 2.5 / 2.5 points 2 If a consumer, trying to decide between alternatives, believes that a particular brand delivers acceptable product performance and can be short-listed, she is in the __________ level of the brand dynamics pyramid. Question options: a) presence b) relevance c) performance d) advantage on 2.5 / 2.5 points 2 A market leader on the lookout for more usage from existing customers should focus on increasing the frequency of consumption and: Question options: a) decreasing the product price. b) the product line. c) the amount of consumption. d) decreasing production turnover time. on 2.5 / 2.5 points 2

Aron, 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: Question options: a) cloning. b) imitating. c) counterfeiting. d) adapting. on 2.5 / 2.5 points 2 __________ marketers are not just market-driven, they are proactive market-driving firms. Question options: a) Creative b) Responsive c) Inexperienced d) Laidback on 2.5 / 2.5 points 2

When 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. Question options: a) contraction b) preemptive c) flank d) mobile on 2.5 / 2.5 points 2 __________ defense is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action across the market, keeping everyone off-balance. Question options: a) Position b) Flank c) Contraction d) Preemptive on 2.5 / 2.5 points 2

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When firms look for new users in groups that have never used the product before, the firm is using the __________ strategy. Question options: a) new-market segment b) market-penetration c) geographical-expansion d) product development on 2.5 / 2.5 points 2 In a pure __________ attack, the attacker matches its opponent's product, advertising, price, and distribution. Question options: a) guerilla b) bypass c) encirclement d) frontal on 2.5 / 2.5 points 2 A 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 market:

Question options: a) challenger. b) leader. c) follower. d) nicher. on 2.5 / 2.5 points 2 __________ defense involves occupying the most desirable market space in the minds of the consumers and making the brand almost impregnable. Question options: a) Position b) Flank c) Preemptive d) Mobile on 2.5 / 2.5 points 2 Which of the following is TRUE about proactive marketing? Question options:

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. on 2.5 / 2.5 points 2 The __________ attack can be used when the challenger spots areas where the opponent is underperforming. Question options: a) encirclement b) frontal c) flank-geographic d) backwards-flank on 2.5 / 2.5 points 2 When food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the __________ of the brand. Question options: a) amount of consumption

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b) level of consumption c) dedication to consumption d) frequency of consumption on 2.5 / 2.5 points 2 For a market challenger, attacking __________ is a high risk but potentially high payoff strategy, which also allows it to distance itself from other challengers. Question options: a) a firm of its own size b) the market leader c) a regional firm d) an underfinanced firm on 2.5 / 2.5 points 2 Clorox runs ads stressing the many benefits of its bleach-such as how it eliminates kitchen odors-in order to generate additional opportunities to use the brand in the same basic way. This is an attempt to increase the _____ of consumption. Question options: a) amount

b) level c) perception d) frequency on 2.5 / 2.5 points 2 In 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. Question options: a) position b) counteroffensive c) preemptive d) contraction on 2.5 / 2.5 points 2 When a firm looks for new users in groups that might use the product but do not, the firm is using the __________ strategy. Question options: a) new-market segment b) market-penetration

c) geographical-expansion d) product development on 0 / 2.5 points A(n) __________ marketer looks ahead to needs customers may have in the near future. 0 / 2.5 points Question options: a) anticipative b) Creative (wrong answer) c) inexperienced d) responsive on 2.5 / 2.5 points 2 The __________ attack attempts to capture a significant share of the consumer market by launching a grand offensive on several fronts. Question options: a) frontal b) bypass c) flank

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d) encirclement on 2.5 / 2.5 points 2 Which 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? Question options: a) Increasing the amount of consumption b) Decreasing the level of consumption c) Increasing dedication to consumption d) Increasing frequency of consumption on 2.5 / 2.5 points 2 As a market follower strategy, the __________ duplicates the leader's product and packages and sells it on the black market or through disreputable dealers. Question options: a) innovator b) counterfeiter c) imitator d) adapter

BM350 EXAM 4 & 5

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