Which of the following value creation processes means translating milestones into symbols and artifacts?

Which of the following value creation processes means translating milestones into symbols and artifacts?

 1. Which of the following value creation processes means translating milestones into symbols and artifacts?

A. Staking

B. Evangelizing

C. Milestoning

D. Badging

Question 2 of 40

Competitive superiority and channel support are factors that influence the __________ of the brand value chain.

A. program multiplier

B. customer multiplier

C. brand multiplier

D. profit multiplier

Question 3 of 40

2.5 Points

__________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.

A. Points-of-parity

B. Points-of-difference

C. Points-of-inflection

D. Points-of-presence

Question 4 of 40

2.5 Points

The first step in the strategic brand management process is:

A. measuring consumer brand loyalty.

B. identifying and establishing brand positioning.

C. planning and implementing brand marketing.

D. measuring and interpreting brand performance.

Question 5 of 40

2.5 Points

Brand salience:

A. is customers’ emotional responses and reactions with respect to the brand.

B. is how often and how easily customers think of the brand under various purchase or consumption situations.

C. is how well the product or service meets customers’ functional needs.

D. describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers’ psychological or social needs.

Question 6 of 40

2.5 Points

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:

A. innovativeness.

B. reliability.

C. insensitivity.

D. resilience.

Question 7 of 40

2.5 Points

__________ consists of activities and processes that help inform and inspire employees about brands.

A. Internal branding

B. Personal branding

C. Individual branding

D. External branding

Question 8 of 40

2.5 Points

Marketers typically focus on __________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.

A. brand equity

B. brand awareness

C. brand benefits

D. brand architecture

Question 9 of 40

2.5 Points

Suppliers who are dependable in their on-time delivery, order completeness, and order-cycle time are most likely to be differentiated based on:

A. resilience.

B. innovativeness.

C. insensitivity.

D. reliability.

Question 10 of 40

2.5 Points

Which of the following statements about the branding guidelines for a small business is true?

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 brand equity drivers.

Question 11 of 40

2.5 Points

__________ are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service class.

A. Category points-of-difference

B. Conceptual points-of-parity

C. Competitive points-of-parity

D. Category points-of-parity

Question 12 of 40

2.5 Points

__________ are devices that can be trademarked and serve to identify and differentiate the brand.

A. Brand elements

B. Brand value propositions

C. Brand perceptions

D. Brand images

Question 13 of 40

2.5 Points

__________ is the job of estimating the total financial worth of the brand.

A. Brand tracking

B. Brand auditing

C. Brand equity

D. Brand valuation

Question 14 of 40

2.5 Points

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:

A. brand bonding.

B. brand essence.

C. brand harmonization.

D. brand parity.

Question 15 of 40

2.5 Points

With respect to the “six brand building blocks,” __________ signifies how well the product or service meets customers’ functional needs.

A. brand judgment

B. brand imagery

C. brand salience

D. brand performance

Question 16 of 40

2.5 Points

Which of the following types of differentiation refers to companies effectively designing their distribution medium’s coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?

A. Service differentiation

B. Channel differentiation

C. Image differentiation

D. Product differentiation

Question 17 of 40

2.5 Points

According to brand asset valuator model, leadership brands show:

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.

Question 18 of 40

2.5 Points

Brand __________ is the added value endowed to products and services.

A. loyalty

B. equity

C. preference

D. identity

Question 19 of 40

2.5 Points

__________ refers to the products or sets of products with which a brand competes and which function as close substitutes.


A. Consumer profitability analysis

B. Competitive frame of reference

C. Category membership

D. Value membership

Question 20 of 40

2.5 Points

The American Marketing Association defines a __________ as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”

A. copyright

B. trademark

C. slogan

D. brand

Question 21 of 40

2.5 Points

A(n. __________ marketer looks ahead to needs customers may have in the near future.

A. anticipative

B. creative

C. inexperienced

D. responsive

Question 22 of 40

2.5 Points

As a market follower strategy, the __________ duplicates the leader’s product and packages and sells it on the black market or through disreputable dealers.

A. innovator

B. counterfeiter

C. imitator

D. adapter

Question 23 of 40

2.5 Points

When the total market expands, the __________ usually gains the most.


A. market challenger

B. market leader

C. market follower

D. market nicher

Question 24 of 40

2.5 Points

__________ marketers are not just market-driven, they are proactive market-driving firms.

A. Creative

B. Responsive

C. Inexperienced

D. Laidback

Question 25 of 40

2.5 Points

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.

A. position

B. counteroffensive

C. preemptive

D. contraction

Question 26 of 40

2.5 Points

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:

A. market challenger.

B. market leader.

C. market follower.

D. market nicher.

Question 27 of 40

2.5 Points

When a firm looks for new users in groups that might use the product but do not, the firm is using the __________ strategy.


A. new-market segment

B. market-penetration

C. geographical-expansion

D. product development

Question 28 of 40

2.5 Points

__________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action across the market, keeping everyone off-balance.

A. Position defense

B. Flank defense

C. Contraction defense

D. Preemptive defense

Question 29 of 40

2.5 Points

For a market challenger, attacking __________ is a high risk but potentially high payoff strategy, which also allows it to distance itself from other challengers.

A. a firm of its own size

B. the market leader

C. a regional firm

D. an underfinanced firm

Question 30 of 40

2.5 Points

If Microsoft announces plans for a new-product development, smaller firms may choose to concentrate their development efforts in other directions to avoid head-to-head competition. In this example, Microsoft is employing a __________ strategy.


A. preemptive defense

B. counteroffensive defense

C. mobile defense

D. flank defense

Question 31 of 40

2.5 Points

In __________, the market leader stretches its domain over new territories that can serve as future centers for defense and offense.

A. counteroffensive defense

B. flank defense

C. contraction defense

D. mobile defense

Question 32 of 40

2.5 Points

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?

A. Increasing the amount of consumption

B. Decreasing the level of consumption

C. Increasing dedication to consumption

D. Increasing frequency of consumption

Question 33 of 40

2.5 Points

The __________ can be used when the challenger spots areas where the opponent is underperforming.

A. encirclement attack

B. frontal attack

C. flank-geographic attack

D. backwards-flank attack

Question 34 of 40

2.5 Points

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.


A. contraction

B. preemptive

C. flank

D. mobile

Question 35 of 40

2.5 Points

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:

A. cloning.

B. imitating.

C. counterfeiting.

D. adapting.

Question 36 of 40

2.5 Points

An alternative to being a market follower in a large market is to be a leader in a small market. This type of competitor is called a:

A. marketing king.

B. market nicher.

C. segment king.

D. guerilla marketer.

Question 37 of 40

2.5 Points

__________ defense involves occupying the most desirable market space in the minds of the consumers and making the brand almost impregnable.


A. Position

B. Flank

C. Preemptive

D. Mobile

Question 38 of 40

2.5 Points

Which of the following is the most constructive response a market leader can make when defending its market share?

A. Maintain basic cost control

B. Innovate continuously

C. Provide desired benefits

D. Meet challengers with a swift response

Question 39 of 40

2.5 Points

Which of the following is true about proactive marketing?

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.

Question 40 of 40

2.5 Points

A marketing manager has planned a strategy that will require the organization to erect outposts to protect its weak front-running brands. In this __________ defense, the outposts will be central to the organization’s new competitive strategy.

A. position

B. flank

C. preemptive

D. counteroffensive