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Home  arrow Chapter 9  arrow Concept Challenge Quiz  arrow Multiple Choice Questions

Multiple Choice Questions



This activity contains 11 questions.

Question 1.
_____ measures the degree to which a brand is seen as different from others.


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Question 2.
_____ measures the breadth of a brand's appeal.


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Question 3.
Nike has the distinctive "swoosh" logo, the "Just Do It" slogan, and the "Nike" name based on a mythological goddess. These items are called _____.


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Question 4.
Burton, a maker of snowboards, is introducing a new snowboard called "The Dominator." This snowboard will be associated and identified with top professional riders. What marketing strategy is Burton using?


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Question 5.
The purpose of the _____ is to provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded.


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Question 6.
A _____ typically employs quantitative measures to provide marketers with current information as to how their brands and marketing programs are performing on the basis of a number of key dimensions.


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Question 7.
Nivea, a strong European brand, has expanded its scope from a skin-cream brand to a skin-care and personal-care brand through carefully designed and implemented brand extensions. This is an example of _____.


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Question 8.
Dannon Yogurt offers several types of new yogurts, Fruit on the Bottom, Natural Flavours, and Fruit Blends to name a few. This is an example of a _____.


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Question 9.
Honda uses the company name to cover different products such as automobiles, motorcycles, snowblowers, and snowmobiles. This is an example of a _____.


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Question 10.
A _____ brand may be kept around despite dwindling sales because they still manage to hold on to a sufficient number of customers and maintain profitability with little or no marketing support.


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Question 11.
All products marketed by Heinz carry the brand name 'Heinz'. This is an example of ___________.


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