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Chapter 12: Strategic Considerations in Marketing Communications

Mohr, Sengupta, Slater (3/e, 2010)

Test Bank

12-1Branding strategies include:

  1. choice of brand elements (e.g., logos, symbols, slogans)

b. designing the usage experience (including marketing activities and supporting programs that create strong, favorable, and unique associations for the brand)

c. associations with other entities (e.g., country of origin, distribution channels, co-branding, sponsorship of events, celebrity endorsements)

d.all of the above

e.none of the above

Answer: dPage: 407Moderate

12-2______results in differential customer response to marketing activities.

  1. branding
  2. advertising
  3. marketing
  4. image building
  5. none of the above

Answer: aPage: 407 Moderate

12-3Key drivers of brand equity are:

a. customer brand awareness

b. customer brand attitude

c. customer perceptions of brand ethics

d. all of the above

e. none of the above

Answer: dPage: 407Easy

12-4Key benefits of brand equity to a company include:

a. price premiums

b. increased loyalty

c. reduced litigation

d. harmonious labor relations

e. a and b only

Answer: ePage: 407Moderate

12-5Strong brands have the following advantages for companies in a competitive marketplace.

  1. premium prices
  2. higher margins
  3. credibility
  4. signal of product quality
  5. all of the above

Answer: ePage: 408 Easy

12-6Disadvantages of strong brands include the following except:

a. can be expensive

b. can be copied by imitators

c. can trigger a backlash if company is inconsistent with brand message

d. requires a long-term commitment

e. customers become angry if company doesn’t keep its promises

Answer: bPage: 408Moderate

12-7Which of the following cannot be an effective branding strategy for high-tech products?

  1. create a steady stream of innovations with strong value propositioncobranding
  2. manage all points of contact with customers
  3. launch price promotions
  4. influence the influencers
  5. harness Web 2.0 technologies

Answer: cPage: 410 Easy

12-8“Influencing the influencers” refers to:

  1. cobranding with an already established, reputable company
  2. employing personal selling methods when brand is weak
  3. giving products away to influential people and opinion leaders who will in turn influence the masses
  4. viral marketing
  5. paying for Internet space in a similar fashion to shelf space

Answer: cPage: 411 Easy

12-9The guiding principles for marketers to successfully leverage new media for branding purposes are:

a. be honest in their communications,

b. demonstrate positive action in responding to users’ complaints

c. provide real value

d. all of the above

e. none of the above

Answer: dPage: 411Moderate

12-10Overbranding of high-tech products means:

a. branding the individual product which leads to a string of confusing names over time

b. branding the company, platform, or idea

c. having a family brand

  1. having an umbrella brand
  2. none of the above

Answer: aPage: 413Moderate

12-11______pulls demand from end users through the distribution channel

back to the original equipment manufacturers (OEMs), who feel pressure to use the branded ingredient in the goods they make.

a. co-branding

b. family branding

c. ingredient branding

d. umbrella branding

e. none of the above

Answer: cPage: 415Easy

12-12The advantage of cobranding for a small OEM is that:

  1. it enhances its ability to differentiate its products from competitors
  2. it lends credibility to its product
  3. it is expensive
  4. it avoids conflict with large OEMs
  5. it is not advantageous for small OEMs to cobrand

Answer: bPage: 416 Moderate

12-13Which of the following is not an objective for a firm in preannouncing a product:

  1. create barriers to entry for competitors
  2. stimulate demand
  3. encourage customers to delay purchase from competitors
  4. get favorable tax benefits from the government
  5. help customers plan

Answer: dPage: 420 Moderate

12-14Factors to consider when preannouncing a product include:

  1. timing
  2. communication vehicles
  3. nature and amount of information
  4. target audience
  5. all of the above

Answer: ePage: 422 Easy

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