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MKTG 3213 Binnig Okstate Module Quizzes 7-14 Questions And Answers
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MKTG 3213 Binnig Okstate Module Quizzes 7-14 Questions And Answers
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MKTG 3213 Binnig Okstate Module Quizzes 7-14Questions And Answers
What are the two functions of a brand ANS identify and differentiate
What are the two parts that make up a brand ANS brand name and brand mark
Seeing a brand can cause consumers to automatically think of the attributes of the firm ANS true
A "brand" is confined to the physical name or logo associated with the firm ANS false
The primary value of a brand for consumers is the ANS reduction of perceived risk
The brand resides in the consumer's ANS memory
What is spreading activation ANS when nodes are energized and brought into working memory
When does activation occur ANS with either external or internal cues
Addi is driving from Stillwater to Dallas, and sees a McDonald's sign with golden arches (but no
words). She automatically begins to think of her hunger. What kind of cue activated this thought
ANS external cue
Brand awareness is associated with the ability of the brand to _____ who is offering a product or
service, while brand association is associated with the ability of the brand to _____ from competitors
ANS identify; differentiate
Which of these is not a type of brand association ANS brand memories (brand attributes, brand
benefits, brand attitudes)
,Automaticity in a branding context means ANS the evaluation of a brand is brought to either
conscious or subconscious thought
A way of visually presenting where your brand is in consumers' minds is called a ANS brand
map
Brand associations within a brand map can also have _____ attached to them ANS mood and
emotion
A brand map determines brand associations from the perspective of the ANS consumer
When creating a brand map, a word cloud is always more useful than a table ANS false
The added value delivered by the brand over the functional benefits or book value is called ANS
brand equity
book value of assets + brand equity= ANS market value of brand
brand equity starts as a _____ concept, but ends up having a real _____ effect ANS
psychological; monetary
the "magic lesson" teaches us how to turn what into dollars ANS what consumers know about the
brand
which of these is not a way to turn brand equity into dollar value ANS price competition
(licensing, word of mouth, brand extension)
if Oreo cookies come out with a new flavor of s'mores Oreo cookies what are they using in order to
turn brand equity into dollars ANS promotional advantage
, the example of the purchase of the panam brand demonstrates how ANS brands can have value
beyond the book value of the firm
and agreement whereby a company permits another organization to use its brand on other products
for a fee is defined as ANS brand licensing
The brand name must provide _____ meaning for the product ANS secondary
Which of these is not a branding strategy ANS franchise branding (institutional branding,
individual branding, sub-branding)
Unilever houses many brands, such as SlimFast nutrition drinks, dove soap, and skippy peanut butter,
that all sell different products. What branding strategy is used here ANS individual branding
Which of these is not a benefit of individual branding ANS strong connections to established
brands for new brands to lean on (development of additional brand assets, protection against negative
spillover effects, strategic degrees of freedom)
Which of these is not a benefit of institutional branding ANS greater individualized identity for
new products (marketing power in the marketplace, enhancement of positive spillover, lower
promotional costs)
Which of these companies is more likely to use an institutional branding strategy for a new product
or service ANS Sony
Which of these is not a benefit of sub-branding ANS increased market share (marketing power
and promotional advantages of the institutional brand, market flexibility, new brand asset
development, similar to individual brand)
What is the main advantage of using a sub-branding strategy- ANS all of these (general
flexibility, ability to avoid the disadvantages of individual and institutional branding, ability to take
on the advantages of individual and institutional branding)
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