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Final

ADMS 2200 Study Guide - Final Guide: Laundry Detergent, Brand Equity, Association To Advance Collegiate Schools Of BusinessExam


Department
Administrative Studies
Course Code
ADMS 2200
Professor
Xianghong Li
Study Guide
Final

This preview shows pages 1-3. to view the full 33 pages of the document.
Copyright © 2013 Nelson Education Ltd. 10-1
Chapter 10Developing and Managing Brand and Product Strategies
MULTIPLE CHOICE
1. At what level of brand loyalty is advertising often used heavily to promote a product?
a.
brand recognition
b.
brand preference
c.
brand insistence
d.
brand equity
ANS: A PTS: 1 DIF: 1 REF: 297
OBJ: 10-1 BLM: Remember NOT: AACSB Analytic | TB&E Model Product
2. Jim stops at the local convenience store on his way home to buy laundry detergent. He goes in
thinking he’ll purchase his usual brand, but ends up buying another because it is on sale. What
stage of brand loyalty is Jim at?
a.
brand insistence
b.
brand awareness
c.
brand preference
d.
brand recognition
ANS: C PTS: 1 DIF: 2 REF: 297
OBJ: 10-1 BLM: Higher Order
NOT: AACSB Reflective Thinking | TB&E Model Product
3. What has a product that has achieved the status of brand insistence also achieved?
a.
price competitiveness to keep its status
b.
a monopoly position with its consumers
c.
a distinctive identity character”
d.
movement from the unknown to the known category
ANS: B PTS: 1 DIF: 1 REF: 297
OBJ: 10-1 BLM: Remember NOT: AACSB Analytic | TB&E Model Product
4. Laura wants a particular brand of golf ball, but her local pro shop is sold out. Instead, she buys
a substitute. How can Laura’s behaviour be described?
a.
as brand awareness
b.
as brand insistence
c.
as brand preference
d.
as brand recognition
ANS: C PTS: 1 DIF: 2 REF: 297
OBJ: 10-1 BLM: Higher Order
NOT: AACSB Reflective Thinking | TB&E Model Product

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

Chapter 10 Developing and Managing Brand and Product Strategies
Copyright © 2013 Nelson Education Ltd. 10-2
5. When does brand recognition occur as a stage of brand loyalty?
a.
when the product becomes familiar to the consumer
b.
when the product is inexpensive
c.
when the consumer sees or recognizes the product and chooses it over its
competition
d.
when the product is first introduced or test-marketed
ANS: A PTS: 1 DIF: 1 REF: 297
OBJ: 10-1 BLM: Remember NOT: AACSB Analytic | TB&E Model Product
6. What level of brand loyalty are luxury items often representative of?
a.
brand comprehension
b.
brand insistence
c.
brand recognition
d.
brand preference
ANS: B PTS: 1 DIF: 1 REF: 297
OBJ: 10-1 BLM: Remember NOT: AACSB Analytic | TB&E Model Product
7. How are generic products characterized?
a.
by having a brand name owned by a manufacturer or other producer
b.
by plain labels, little or no advertising, and no brand names
c.
by being national brands sold exclusively by a single retail chain
d.
by possessing a brand name owned by a wholesaler or retailer
ANS: B PTS: 1 DIF: 2 REF: 297-298
OBJ: 10-1 BLM: Remember NOT: AACSB Analytic | TB&E Model Product
8. What is the primary factor that attracts a consumer to a generic product?
a.
package design
b.
family branding
c.
low price
d.
ease of distribution
ANS: C PTS: 1 DIF: 2 REF: 298
OBJ: 10-1 BLM: Remember NOT: AACSB Analytic | TB&E Model Product
9. The Kirkland brand is owned by Costco, and the products can be purchased only at Costco
stores. Costco contracts with manufacturers to produce and package products under the
Kirkland name. What is this arrangement called?
a.
family branding
b.
individual branding
c.
generic branding
d.
private labelling
ANS: D PTS: 1 DIF: 2 REF: 298
OBJ: 10-1 BLM: Higher Order
NOT: AACSB Reflective Thinking | TB&E Model Product

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

Chapter 10 Developing and Managing Brand and Product Strategies
Copyright © 2013 Nelson Education Ltd. 10-3
10. The Debbie Travis line of paints and home décor products is available only through Canadian
Tire stores. What is this type of product distribution strategy?
a.
declining life cycle branding
b.
unique branding
c.
captive branding
d.
exclusive branding
ANS: C PTS: 1 DIF: 2 REF: 299
OBJ: 10-1 BLM: Remember NOT: AACSB Analytic | TB&E Model Product
11. What type of brand is Colgate toothpaste an example of?
a.
a family brand
b.
an individual brand
c.
a generic brand
d.
a private brand
ANS: B PTS: 1 DIF: 2 REF: 299
OBJ: 10-1 BLM: Higher Order
NOT: AACSB Reflective Thinking | TB&E Model Product
12. Lipton markets tea, herbal tea, and iced tea under the Lipton name. What is this strategy?
a.
family branding
b.
extension branding
c.
individual product branding
d.
private label branding
ANS: A PTS: 1 DIF: 2 REF: 299
OBJ: 10-1 BLM: Higher Order
NOT: AACSB Reflective Thinking | TB&E Model Product
13. Dawn, Joy, and Ivory are dish liquid brands manufactured by Proctor & Gamble. What is the
branding strategy for these products?
a.
private branding
b.
family branding
c.
generic branding
d.
individual branding
ANS: D PTS: 1 DIF: 2 REF: 299
OBJ: 10-1 BLM: Higher Order
NOT: AACSB Reflective Thinking | TB&E Model Product
14. What type of brand should a company strongly consider when it wishes to emphasize a market
segmentation strategy for its products?
a.
family branding
b.
captive branding
c.
generic branding
d.
individual branding
ANS: D PTS: 1 DIF: 2 REF: 299
OBJ: 10-1 BLM: Remember NOT: AACSB Analytic | TB&E Model Product
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