27. What qualitative method is used to obtain interconnected constructs that influence consumer's thoughts and behaviors (often called hidden knowledge)?

Select one:

a. Projective techniques

b. Zaltman metaphor elicitation technique

c. Free association

d. Ethnographic questioning

e. Neural research methods

28. What is defined as extending a brand up into more premium market segments or down into more value-conscious segments?

Select one:

a. Stretching brand extensions

b. Perpendicular brand extensions

c. Parallel brand extensions

d. Vertical brand extensions

e. Horizonal brand extensions

29. What is a disadvantage of a brand extension?

Select one:

a. All of the choices are disadvantages

b. Can succeed, but hurt the image of the parent brand

c. Can succeed but cannibalize sales of parent brand

d. Can cause the company to forego the chance to develop a new brand

e. Can dilute brand meaning

30. What holistic research method examines the value of the brand by subtracting consumers' preferences for the brand from their overall brand preferences?

Select one:

a. Conjoint analysis

b. Valuation approach

c. None of the answers provided

d. Marketing approach

e. Residual approach

31. ________ product and market expansion grid, known as the growth matrix, categorizes growth strategies according to whether they rely on existing or new products, and whether they target existing or new customers or markets.

Select one:

a. Solbridge's

b. Boston Consulting Group's

c. Ansoff's

d. Keller's

e. Asher's

32. Common brand valuation methods include all the following EXCEPT?

Select one:

a. Academic approaches

b. Brand finance

c. Interbrand

d. BrandZ

e. All the choices provided are brand evaluation methods

33. What helps marketers determine which products and services to introduce and which brand names, logos, symbols, etc. to apply to new and existing products?

Select one:

a. Brand assessment

b. Brand awareness research

c. Brand architecture strategy

d. Brand three-tiered analysis

e. Conjoint analysis

34. When two or more existing brands are combined into a joint product or marketed together it is called?

Select one:

a. Co-branding

b. Brand alliances

c. Brand bundling

d. All the choices provided

35. What is conjoint analysis?

Select one:

a. An ethnographic study into how consumers think

b. All the answers are correct

c. An in-depth interview having the consumer compare and contrast two products

d. A projective technique that uses open-ended questions

e. Survey-based multivariate technique that enables marketers to profile the consumer decision process with respect to products and brands

36. What is NOT an important factor in predicting the extent of leverage from linking the brand to another entity?

Select one:

a. All choice are important factors in predicting leverage

b. Awareness and knowledge of the entity

c. Understanding of the knowledge of the entity

d. Meaningfulness of the knowledge of the entity

e. Transferability of the knowledge of the entity

37. What are two disadvantages of ethnographic research?

Select one:

a. Superficial and shallow results

b. All the choices are disadvantages

c. Social interference and consumers taking the survey without carefully reading responses

d. Inaccurate and prone to consumer preconceptions

e. Time consuming and expensive

38. The key strategic options in repositioning or revitalizing a brand include all the following EXCEPT

Select one:

a. Improve points of parity vs competitive products

b. Expand depth of brand awareness

c. All the choices are strategic options for revitalizing a brand

d. Expand depth of brand awareness

e. Improve strength of brand associations