QUESTION 1
The brand equity of LifeSecure Inc., an American health insurance firm, was diminished when its top executives were subject to money laundering allegations. Which type of brand liability does this best represent?
customer dissatisfaction
poor product conformance
product or service failures
poor record on social issues
questionable practices
QUESTION 2
Microsoft Office 2010 allows buyers and users to quickly identify the Microsoft product and its newness to older versions of the same brand. This is an example of using a ________ branding strategy.
company name
company and brand name
brand and subbrand name
company, brand, and product name
company and brand name, and number
QUESTION 3
Which of the following service quality dimensions refers to employee competency with respect to knowledge and courtesy?
service reliability
service assurance
extended services
customer empathy
appearance
QUESTION 4
Within the dimensions of service quality, which of the following is a "quality enhancer"?
service reliability
performance
customer empathy
appearance
reputation
2 points
QUESTION 5
OrganicMeals Inc. is an American firm that manufactures frozen, vegetarian burgers made from organic ingredients under the brand name VegDelite. The firm markets a core product, the Chipotle Veg Burger, under the VegDelite brand. After success of its core product, the firm adds other burgers under the VegDelite brand, such as the CrunchyGarden burger, the Vegan Special burger, and the Spicy Trip burger. In this example, OrganicMeals Inc. uses which of the following strategies?
a vertical brand-line extension strategy
a horizontal brand-line extension strategy
a new product-market brand extension strategy
a cobranding strategy
a product bundling strategy
QUESTION 6
Which of the following involves the transfer of quality perceptions derived from a core product or brand to product line extensions that use the same brand name?
a pure product bundling strategy
a mixed bundling strategy
a product unbundling strategy
an umbrella branding strategy
a vertical integration strategy
QUESTION 7
Which of the following service quality dimensions refers to a service obsession to get it right when things go wrong?
service reliability
service assurance
performance
customer empathy
responsiveness
QUESTION 8
Within the dimensions of product performance, which of the following is a product performance enhancement factor?
reliability
conformance
durability
serviceability
improvements
2 points
QUESTION 9
The brand equity of many oil companies is lower when associated with oil spills or controversial drilling practices. Which type of brand liability does this best represent?
customer dissatisfaction
poor record on social issues
product or service failures
inadequate product line development
poor product conformance
QUESTION 10
In the context of brand name development, ________ names are either built from root words and morphemes or are poetic constructions based on the rhythm or experience of saying them.
evocative
experiential
functional
invented
realistic
QUESTION 11
Companies with high brand awareness can more easily introduce new products and enter new markets.
True
False
QUESTION 12
Service can be an important source of differentiation when it comes to positioning strategies.
True
False
QUESTION 13
Businesses with a low-cost advantage in markets in which price is an important determinant of customer value can use low prices as a basis for product positioning.
True
False
QUESTION 14
The purpose of line extensions under an umbrella brand is to leverage the awareness and image of the umbrella brand.
True
False
QUESTION 15
Quality aesthetics as a source of differentiation are of value only when all other aspects of quality are met with respect to customer quality expectations.
True
False
