Question 1 -If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ___.

a) adaptable

b) memorable

c) likeable

d)meaningful

e) transferable

Question 2 - Services high in ___ qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.

a) trial

b) credence

c) search

d) privacy

e) experience

Question 3 - The ___ approach to measuring brand equity measures the difference between the sales revenues from a branded offering against those of an identical unbranded offering, adjusted for the expense of building the brand.

a) ethnocentric bias

b) experiential knowledge

c) valuation

d) market approach

e) cost approach

Question 4 - Nike's "Just Do It," BMW's "The ultimate driving machine," American Express' "Don't leave home without it," New York Times' "All the news that's fit to print," and AT&T's "Reach out and touch someone" are all examples of ___.

a) brand personality

b) brand slogans

c) brand meaning

d) brand mantra

e) brand extension

Question 5 - Unilever has adopted a ___ strategy which involves using individual or separate family brand names for its numerous products.

a) brand ladder

b) house-of-brands

c) sub-brand

d) branded house

e) brand network

Question 6 - Delegating authority to frontline service employees helps to enhance ___.

a) hands-off marketing

b) branding synergy

c) cross-functional marketing

d) external marketing

e) interactive marketing

Question 7 - Gloria goes to the same bagel shop every morning because the workers there remember her name and remember her order. They always make her feel welcome. The employees of this bagel shop excel at which of the following determinants of service quality?

a) Reliability

b) Empathy

c) Tangibles

d) Responsiveness

e) Assurance

Question 8 - Many consumers are willing to pay $100 for a perfume that contains $10 worth of scent because the perfume is from a well-known brand. What kind of pricing is the company depending on?

a) Going-rate pricing

b) Image pricing

c) Market-skimming pricing

d) Target pricing

e) Markup pricing

Question 9 - A company that is looking to maximize its market share would do well to follow ___ pricing.

a) markup

b) market-skimming

c) market-penetration

d) survival

e) target-return

Question 10 - Marshalls and Price Rite often drop the price on well-known brands to stimulate store traffic. In fact, such department stores and supermarkets follow ___ pricing.

a) loss-leader

b) special rate

c) institutional

d) everyday low

e) high-low

Question 11 - When Aaron went to his doctor for his annual checkup, he was asked to undergo a number of tests. Although the doctor assured Aaron that the tests were routine, Aaron thinks that the doctor is hiding a grave problem from him. What kind of a gap is apparent here?

a) gap between perceived service and expected service

b) gap between service delivery and external communications

c) gap between service-quality specifications and service delivery

d) gap between management perception and service-quality specification

e) gap between consumer expectation and management perception

Question 12 - The most important determinant of service quality is ___, which refers to the ability to perform the promised service dependably and accurately.

a) assurance

b) responsiveness

c) tangibles

d) empathy

e) reliability

Question 13- What does "customer citizenship" mean in a service context?

a) Keeping competitors responsible for service breakdowns

b) Making mutual loyalty part of the customer contract

c) Encouraging patriotism from customers

d) Encouraging customers to help one another

e) Discouraging customers from patronizing competitors

Question 14 ___ is the differential effect that brand knowledge has on consumer response to the marketing of that brand.

a) Brand resonance

b) Brand equity

c) User imagery

d) Brand power

e) Trademark

Question 15 The airline and hospitality industries use ___, by which they offer discounted but limited early purchases, higher-priced late purchases, and the lowest rates on unsold inventory just before it expires.

a) auction-type pricing

b) location pricing

c) price penetration

d) yield pricing

e) cash rebates

Question 16 ___ are offered by a manufacturer to trade-channel members if they will perform certain functions, such as selling, storing, and recordkeeping.

a) Quantity discounts

b) Allowances

c) Premiums

d) Consumer promotions

e) Seasonal discounts

Question 17 When Apple introduced its iPhone, it was priced at $599. This allowed Apple to earn the maximum amount of revenue from the various segments of the market. Two months after the introduction, the price had come down to $399. What kind of a pricing did Apple adopt?

a) Market-skimming pricing

b) Target-return pricing

c) Market-penetration pricing

d) Loss-leader pricing

e) Value pricing

Question 18 A brand ___ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

a) architecture

b) position

c) portfolio

d) gap between management perception and service-quality specification

e) image

Question 19 When museums charge a lower admission fee to students and senior citizens, it is engaging in ___ pricing.

a) channel

b) loss-leader

c) special event

d) customer-segment

e) location

Question 20 Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are bought. This characteristic of services is known as ___.

a) inseparability

b) intangibility

c) variability

d) heterogeneity

e) perishability