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Baines, Fill, & Rosengren: Marketing 4e

Chapter 13: Multiple choice questions


Answer the following questions and then press 'Submit' to get your score.

Question 1

______________ provide information about content, taste, durability, quality, price, and performance, without requiring the buyer to undertake time-consuming comparison tests with similar offerings or other risk reduction approaches to purchase decisions.

Question 2

Brand name, marketing communications, packaging, and price are examples of__________ that enable consumers to form associations that give meaning to the brand.

Question 3

Many brands are deliberately imbued with human characteristics, to the point that they are identified as having particular personalities. This is referred to as:

Question 4

Cadbury brand is a good example of:

Question 5

The identities and images are developed by the wholesalers, distributors, dealers, and retailers who make up the marketing channel. This is referred to as:

Question 6

Many retail brands adopt a single umbrella brand, based on the name of the organization. This is referred to as:

Question 7

This branding policy requires that all the products use the organization's name, either entirely or in part, e.g. Microsoft, Heinz, and Kellogg's

Question 8

_________ is a strategic activity and is used to differentiate and distinguish a brand, so that a consumer understands the brand, not just remembers it.

Question 9

This level of rebranding refers to the renaming of a whole corporate entity, often signifying a major strategic change or repositioning. This is known as:

Question 10

____________ describes the extrinsic properties of the product (the colour, the packaging, the product consistency, associations) and level to which these satisfy customers' psychological or social needs.

Question 11

Once referred to as a multibrand policy, this branding strategy requires that each product offered by an organization is branded independently of all the others. This is known as:

Question 12

A brand is believed to be a sign. __________, the science of signs, is used as a basis for a model that considers the different components of the relationships among them.

Question 13

Conventional brand strategies are based on competition for ____________. This is about 'my brand being better than yours,' and this requires making sure customers prefer your brand rather than your competitors'.

Question 14

Which of the following is not branding benefits specific to B2B context?

Question 15

__________ brands are sold across multiple country markets, and managed through decentralized management with local control.

Question 16

With this type of brand scope, positioning, identity, image, distinguishing characteristics including attributes, associations, and identifiers of the brand are virtually identical to the home market. This is referred to as:

Question 17

A measure of the value and strength of a brand, including an assessment of a brand's wealth is known as:

Question 18

Which of the following is not one of the core elements to develop business brands?

Question 19

Which of the following is not associated with brand equity?

Question 20

There are some specific B2B context branding issues that can be distilled into four main dimensions. Buyer-related personal and professional satisfaction is the example of: