Download MBA 706 Darrat Exam 2025-2026 Chapters 6, 10, & 17 Questions with Correct and Accredited and more Exams Nursing in PDF only on Docsity!
MBA 706 Darrat Exam 2025- 2026 Chapters 6,
10, & 17 Questions with Correct and Accredited
Answers 100% Highly Rated (Score A)-
Louisiana State University
Introduction a period of slow sales growth as the product is introduced in the market. Profits are nonexistent in this stage because of the heavy expenses of product introduction Growth period of rapid market acceptance and increasing profits Maturity A slowdown in sales growth because the product has achieved acceptance by most potential buyers. Profits stabilize or decline because of increased competition Decline Sales show a downward drift and profits erode
Alternative Product Life Cycle Patterns Critics claim the product life cycle is too variable to be generalized Fad a temporary period of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity (unpredictable) Trend a direction or sequence of events with momentum and durability (predictable) ________ combines the design and implementation of marketing activities and programs to build, measure, and manage brands to maximize their value. A) Brand planning B) Strategic brand management C) Tactical brand management D) Brand targeting E) Brand positioning B) Strategic brand management
Why did large numbers of consumers reject New Coke even though the new formulation scored higher in blind taste tests than the classic formulation? A) Consumers found out the new formulation was higher in sugar. B) Consumers had an emotional attachment to the Coke brand. C) Consumers felt tricked by the blind taste tests. D) Competitive ads from Pepsi created resentment toward Coke. E) The new formulation was in short supply after it was launched. B) Consumers had an emotional attachment to the Coke brand. The ________ approach to measuring brand equity examines the investment made in developing the brand, including marketing research, brand design, communication, management, and legal services A) market B) financial C) cost D) valuation E) calculation C) cost 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) market B) financial C) cost D) valuation E) calculation A) market The ________ approach to measuring brand equity evaluates the net present value (NPV) of a brand's future earnings. A) market B) financial C) cost D) valuation E) calculation B) financial The first step in the strategic brand management process is ____ A) measuring consumer brand loyalty B) identifying and establishing brand positioning
C) endowing products and services with the power of a brand D) the process of comparing competing brands available in the market E) use of online interactive media to promote products and brands C) endowing products and services with the power of a brand ______ is the differential effect that brand knowledge has on consumer response to the marketing of that brand. A) Mission-driven equity B) Brand power C) Product-driven equity D) Brand equity E) Function-based equity B) Brand power Which of the following is a marketing advantage of strong brands? A) No vulnerability to marketing crises B) More elastic consumer response to price increases C) Guaranteed profits D) Additional brand extension opportunities
E) More inelastic consumer response to price decreases D) Additional brand extension opportunities BENGAY aspirin, Cracker Jack cereal, Frito-Lay lemonade, and Fruit of the Loom laundry detergent are examples where consumers' ________ dictated that the extensions were inappropriate for the brand. A) brand knowledge B) brand equity C) brand stature D) power grid E) brand salience A) brand knowledge ______ are a means of understanding where, how much, and in what ways brand value is being created to facilitate day-to-day decision making. A) Internal marketing campaigns B) Brand portfolio audits C) Brand value chains D) Sales cycles E) Brand-tracking studies
Brand ________ are devices that can be trademarked and serve to identify and differentiate the brand A) elements B) value propositions C) perceptions D) images E) extensions A) elements 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) memorable B) meaningful C) likeable D) transferable E) adaptable D) transferable
Which of the following is a defensive criterion for choosing brand elements? A) adaptable B) memorable C) meaningful D) likeable E) significance A) adaptable Names that become synonymous with product categories like Kleenex, Kitty Litter, Jell-O, and Xerox, need to ensure they retain their brand names remain ________ so they can retain their trademark rights and avoid becoming generic A) meaningful B) likable C) protectable D) transferable E) adaptable C) protectable
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 brand __ A) slogans B) personalities C) missions D) architectures E) mantras A) slogans A brand mantra should be ___ A) original, ambiguous, and straightforward B) unique, complex, and inspirational C) communicative, simple, and inspirational D) competitive, sensitive, and simple E) unique, sensitive, and explanatory C) communicative, simple, and inspirational Brand mantras typically are designed to capture the brand's points-of-________, that is, what is unique about the brand
A) conflict B) parity C) inflection D) difference E) presence D) difference For brands in more stable categories where extensions into more distinct categories are less likely to occur, the brand mantra may focus more exclusively on points of
A) difference B) presence C) inflection D) parity E) conflict A) difference The ________ reflects the way in which a company's brands are related to a company's products and services, as well as to one another. A) brand family
E) brand network B) branded-house A ________ combines two or more corporate, family, or individual product brand names A) house-of-brands B) branded-house C) sub-brand strategy D) brand ladder E) brand network C) sub-brand strategy A ________ is a product that best represents or embodies the brand as a whole to consumers A) category killer B) key brand product C) flagship product D) market leader E) brand champion C) flagship product
Many companies are introducing ________, which are specific brand lines supplied to specific retailers or distribution channels A) branded variants B) regional brands C) channel brands D) distribution brands E) retailer brands A) branded variants _______ creates brand equity for materials, components, or parts that are necessarily contained within other branded products. A) A brand alliance B) Ingredient branding C) Internal branding D) Production branding E) Recipe branding B) Ingredient branding
A) the brand value chain B) the brand portfolio C) the brand life cycle D) brand partitioning E) brand positioning A) the brand value chain Competitive reactions and channel support are factors that influence the ________ multiplier of the brand value chain. A) program B) customer C) brand D) profit E) market B) customer Distinctiveness, relevance, and value are factors that influence the ________ multiplier of the brand value chain A) program
B) brand C) market D) customer E) profit A) program Apple's iPad Pro is an example of ____ A) a sub-brand B) a parent brand C) family brand D) a brand mix E) an umbrella brand A) a sub-brand A major advantage of a ________ strategy is that the company does not tie its reputation to the product A) blanket family name B) licensing C) separate family brand name D) category extension
