Reference no: EM132271279
Principles of marketing
1. A stadium light production company moves its lights through multiple distribution partners. It sells mostly through brokers and directly to sports stadiums around the country. Which of the following is the common name for the organizations that support the distribution channel?
wholesale channels
retail channels
channel partners
2. Deserae works as a channel manager for an auto auction company. She finds, evaluates, and engages suppliers to provide cars to the business. Which term is used to describe what Deserae does?
sourcing
procurement
demand planning
3. A fruit juice company decides to focus on its specialty of creating fruit juice and to rely on other business partners to fill in the supply chain gaps. Which strategy is this juice company creating?
a marketing strategy
a channel strategy
a pricing strategy
4. Gabi is visiting a new city for work and wants to get breakfast before she walks to the office. Since she is unfamiliar with the local eating establishments, she looks for a restaurant she recognizes and that she can count on for a quick meal and good coffee. Right down the street from her hotel is a Starbucks. It is Gabi’s favorite place to grab a coffee and quick meal, so she walks into the store. What does Gabi’s experience with Starbucks illustrate about a brand creating value for a customer?
reminding Gabi of an unpleasant experience at Starbucks.
decreasing the loss of Gabi’s sale to a Starbucks competitor because of its established competitive advantages in her mind
influencing Gabi to discover other local coffee shops
5. Dalinda loves her BMW Z4 car. It handles well around corners and has plenty of kick to make driving a pleasure. She takes the Z4 in regularly to the BMW dealership shop for oil changes, maintenance, and services, and she continues to experience quality service each time. She trusts the brand and recommends purchasing BMW cars to her friends and family. What is the best way to describe what Dalinda’s collective brand experience with BMW?
brand perception
brand name recognition
brand equity
6. Colgate decided it would sell frozen meals under its brand name. It identified a target market, health-conscious single people who read magazines and listened to the radio in their car. Colgate projected that these potential customers would choose its frozen meals over a competitor like Healthy Choice. Colgate rolled out its meals and failed almost immediately. In consumers’ minds Colgate stood for toothpaste. No one wanted to eat meals they associated with toothpaste. Colgate failed in large part because it misunderstood which branding aspect?
brand messaging is flexible
consistency of brand matters to consumers
core values should drive all decisions
7. When Mercedes-Benz entered the Chinese market it choose the brand name “Bensi,” which means “rush to die.” What step did Mercedes-Benz forget to take in choosing a brand name?
reserve international domain names and check domain name availability
customer-test some of the names and make a final selection
screen out problematic names by conducting a linguistic screen
8. An electronics manufacturer created a set of new earbud headphones for cellphones and mp3 players. The headphones were designed from customer feedback and fit expectations for functionality, design, and color options. The latest technical advances and bluetooth technology were applied, as well. This product was then displayed in a generic plastic see-through-clamshell package. When sales didn’t multiply, the marketing team analyzed where its messaging fell short. What could they readily identify as the main marketing problem?
the packaging did not differentiate the headphones from competitors
the headphone design didn’t meet customer expectations
it was using older technology that had fallen out of market favor
9. It's Friday night and a group of friends are sitting in a movie theater waiting for the movie to begin. The lights dim and the screen opens with a few branded advertisements. One in particular is familiar, Dolby Digital. Its logo and sound often plays before many movies begin. What is Dolby Digital doing with its branding strategy?
running a private label branding strategy
creating a crowd-sourced brand strategy
following a component branding strategy
10. Apple uses easy-to-open, clean-lined, well-designed packaging for all of its products. It is one of the distinguishing marks of its branding. By designing and creating such distinctive and pleasing packaging, what does Apple inspire in its customers?
brand loyalty
product prioritization
consumer safety
11. Gopal owns a small brewery company. He is having trouble deciding on a branding strategy. He has limited funds, a small loyal following, tasty products, and an attractive logo and design. He wants to attract a young college-age market. What would be one of the best branding strategies for Gopal to choose?
no-brand branding
component branding
crowd-sources branding