MARKETING MANAGEMENT 351 CHAPTER 12 TEST BANK

MARKETING MANAGEMENT 351
CHAPTER 12 TEST BANK

1. A distinguishing factor between a brand name and a brand mark is that a brand
name:
A) Is always a logo
B) ✅ Consists of words that can be spoken
C) Is only a visual symbol
D) Cannot be trademarked
2. Healthy Choice is a ____ manufactured by ConAgra Foods, which is a ____.
A) Trade name; brand name
B) Product; company
C) ✅ Brand name; trade name
D) Generic; trade name
3. Brands provide all of the following benefits for buyers except that they do not:
A) Identify the source of the product
B) Reduce purchase risk
C) ✅ Foster brand loyalty
D) Simplify product decisions
4. A trademark signifies:
A) A product is popular
B) A product is expensive
C) ✅ The owner has exclusive use of a brand and others are prohibited from using it
D) The product is endorsed by the government
5. iPod is the ___________ of the MP3 player made by Apple, Inc.
A) Generic name
B) Product line
C) ✅ Trade name
D) Brand mark
6. The full and legal name of an organization is called the:
A) Brand name
B) Logo
C) ✅ Trade name
D) Product name
7. Brand ___________ is a customer's favorable attitude toward a specific brand and,
depending on its strength, some likelihood of the consistent purchase of this brand.
A) Recognition
B) Preference
C) ✅ Loyalty
D) Awareness



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,8. Joe is an athlete who plays a variety of sports that all require various athletic shoes.
He has a favorable attitude toward Nike shoes. This favorable attitude is called
brand:
A) Recognition
B) Preference
C) ✅ Loyalty
D) Insistence
9. The weakest level of brand loyalty is brand:
A) Insistence
B) Preference
C) ✅ Recognition
D) Awareness
10. The three levels of brand loyalty from strongest to weakest are:
A) Recognition, preference, insistence
B) Preference, recognition, insistence
C) ✅ Insistence, preference, recognition
D) Awareness, preference, insistence
11. When a customer is aware that a brand exists and considers it a possibility if his
preferred brand is out, he exhibits brand:
A) ✅ Recognition
B) Preference
C) Loyalty
D) Insistence
12. A customer who really wants to buy a certain brand but will settle for others if her
first choice is unavailable displays brand:
A) Recognition
B) ✅ Preference
C) Loyalty
D) Insistence
13. Melissa needs some spaghetti sauce and always buys Ragu. However, her local
supermarket is out of Ragu and she settles for Prego. Melissa has brand _____ for
Ragu and brand _____ for Prego.
A) Recognition; preference
B) ✅ Preference; recognition
C) Insistence; preference
D) Loyalty; recognition
14. A customer must have a particular brand and will accept no substitutes. This is
termed brand:
A) Preference
B) Recognition
C) ✅ Insistence
D) Awareness
15. What degree of brand loyalty is the strongest and most desired by marketers?
A) Recognition
B) Preference



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, C) ✅ Insistence
D) Awareness
16. Recently Jose went to a neighborhood grocery store to pick up a few items. When he
looked for Old Spice Ultra deodorant, it was unavailable. Although there were many
deodorant brands, he did not buy any. Jose's behavior indicates what level of brand
loyalty?
A) Preference
B) Recognition
C) ✅ Insistence
D) Awareness
17. The value, measured in either marketing or financial terms, associated with a
brand's strength in a market is referred to as brand:
A) Awareness
B) Preference
C) ✅ Equity
D) Recognition
18. Elements that help create brand equity include all of the following except:
A) Loyalty
B) Awareness
C) Associations
D) ✅ Recognition
19. Brand name awareness is important because a familiar brand is more likely to be in
a customer's:
A) Purchase list
B) ✅ Consideration set
C) Loyalty list
D) Advertising set
20. Compared to creating a brand from scratch, a firm sometimes buys a brand from
another company because outright purchase is:
A) More expensive and risky
B) ✅ Less expensive and less risky
C) Faster and harder
D) More profitable and risky
21. The talking gecko used by Geico Insurance facilitates the development of:
A) Loyalty
B) Recognition
C) ✅ Brand associations
D) Equity
22. Which of the following products is an example of a manufacturer brand?
A) Sears Kenmore washers
B) ✅ Pioneer stereos
C) Store-brand bread
D) Generic aluminum foil
23. Private distributor, generic, and manufacturer are the three types of:
A) Logos



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