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Marketing Strategy Study Set 2

Business

Quiz 7 :

Branding and Positioning

Quiz 7 :

Branding and Positioning

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Branding strategy involves much more than developing a clever brand name or brand mark. To be truly effective, a brand should succinctly capture the total offering in a way that:
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Multiple Choice
Answer:

Answer:

C

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A major goal in the growth stage is to maximize profit by defending market share or stealing it from competitors.​
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True False
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Answer:

False

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Mattel has paid to develop and sell Harry Potter toys based on characters from the movies. This is an example of co-branding.
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True False
Answer:

Answer:

False

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A major disadvantage of family branding is that the poor performance of one product could tarnish the brand image of the other products in the line.
True False
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With respect to product descriptors, the product's __________ communicate(s) how the product behaves, hopefully in a fashion that is distinctive and appealing to customers.
Multiple Choice
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__________ are factual descriptors of the product and its characteristics.
Multiple Choice
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Without a doubt, the most important tool of differentiation is:
Multiple Choice
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Private-label brands give customers confidence that they are buying a widely known brand from a respected company.
True False
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Porsche and BMW would most likely be positioned close to one another on a perceptual map.
True False
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When Meghan went to buy groceries, she found everything on her list except Pampers diapers. While the store had other competing brands in stock, Meghan left and drove five miles to the next store where she found the Pampers. It appears that Meghan exhibits a high degree of __________ for Pampers diapers.
Multiple Choice
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Best Buy offers many different manufacturer (name) brands including HP, Panasonic, Sony, and Canon. Which of the following is a primary reason that Best Buy would offer these and other manufacturer brands?
Multiple Choice
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Financing arrangements are an example of a support service.
True False
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Rovio recently launched a new version of its popular Angry Birds game called "Angry Birds: Star Wars." What type of brand alliance does this represent?
Multiple Choice
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Tablet computers are in the introductory stage of the product life cycle.
True False
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Companies that have products in the decline stage should immediately divest them.
True False
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One of the most common marketing goals during the introduction stage of the product life cycle is to:
Multiple Choice
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Brand preference is the strongest degree of brand loyalty.
True False
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What is the overall goal of effective corporate branding?
Multiple Choice
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A brand has two parts: the brand name and brand mark.
True False
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Which of the following IS NOT a function or potential function of packaging?
Multiple Choice
Answer:
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