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1
A product line is often made up of multiple:
A)product categories.
B)primary packaging parts.
C)product breadth.
D)product assortment.
E)private label brands.
2
The SKU is the:
A)total product line.
B)product line assortment.
C)production statistical keeping unit.
D)smallest product unit, used for inventory control.
E)strategic knowledge unit.
3
From time to time it is necessary for marketers to _______________ in order to realign resources.
A)delete product lines or categories
B)change corporate logo colors
C)change to metric units
D)raise nominal value
E)analyze SKU effectiveness
4
The value of a brand can be determined by looking at its assets and liabilities. The result of this calculation is:
A)brand awareness
B)brand association
C)brand equity
D)return on brand
E)perceived brand value
5
If consumers think that the discount store with the lowest prices on food is going to have the lowest prices on all goods, the discount store has achieved positive:
A)marketing effectiveness measures
B)brand equity
C)brand personality
D)mental positioning
E)brand association
6
There are four categories of ______________ brands: premium, generic, copycat and exclusive cobrands.
A)global
B)national
C)private-label
D)manufacturer
E)regional
7
Which of the following is a potential benefit of brand extension?
A)It allows the perception of a brand with a quality image to be carried over to the new product.
B)It lowers marketing costs.
C)It can boost sales of the core brand.
D)The firm can spend less on creating brand awareness and associations.
E)all of the above.
8
Brand extensions can have potentially negative consequences. To prevent these negative consequences marketers should:
A)evaluate the fit between the core brand and extension.
B)match consumer perceptions of brand attributes of the core brand with brand extensions.
C)refrain from extending the brand name to too many categories.
D)consider whether the extension should be distanced from the core brand.
E)All of the above.
9
_______________ is the practice of marketing two brands together on the same package or promotion.
A)Joint brand venturing
B)Multiple branding
C)Synergistic branding
D)Cobranding
E)Economic branding
10
When one firm contracts with another to use a brand name, logo, symbol or character for a negotiated fee, this is known as _____________________.
A)brand licensing
B)joint usage
C)brand contractual growth and limitation
D)access to brand equity
E)brand franchising
11
The _________ package is the one the consumer uses, while the _____________ package is wrapper or exterior carton that provides additional information like the UPC label and the opportunity for the marketing to convey the brand's positioning.
A)secondary; primary
B)consumer; retailer
C)primary; secondary
D)usage; promotional
E)perceived; actual





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