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MKTG 3213 (Exam 2)questions with complete solutions (36)
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MKTG 3213 (Exam 2)questions with complete solutions (36)
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MKTG 3213 (Exam 2)questions withcomplete solutions (36)
What are the two functions of a brand? - correct answer ✔✔Identify and Differentiate (7.1)
What are the two parts that make up a brand? - correct answer ✔✔Brand Name and Brand Mark (7.1)
Seeing a brand can cause consumers to automatically think of the attributes of the firm. (T/F). - correct
answer ✔✔True (7.1)
A "brand" is confined to the physical name or logo associated with the firm. (T/F). - correct answer
✔✔False (7.1)
The real value of a brand lies in: - correct answer ✔✔What the consumer thinks about the firm when the
brand is seen (7.1)
The primary value of a brand for consumers is the: - correct answer ✔✔Reduction of perceived risk (7.1)
The brand resides in the consumer's: - correct answer ✔✔Memory (7.1)
In the Associative Network Model, nodes represent: - correct answer ✔✔Stored knowledge (7.1)
What is Spreading Activation? - correct answer ✔✔When nodes are energized and brought into working
memory (7.1)
When does activation occur? - correct answer ✔✔With either external or internal cues (7.1)
,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? - correct
answer ✔✔External Cue (7.1)
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. - correct
answer ✔✔Identify; differentiate (7.1)
In an interview at an oil company, Anna is asked to name all of the firm's closest competition in the area.
As she lists off all the brands that she can think of, Anna realizes that she is performing: - correct answer
✔✔Brand recall (7.1)
Brand Recall tasks are generally seen as much easier than Brand Recognition tasks. (T/F). - correct
answer ✔✔False (7.1)
Memory nodes that are linked to a particular brand are: - correct answer ✔✔Brand associations (7.1)
What is not a type of brand association? - correct answer ✔✔Brand memories (7.1)
Automaticity in a branding context means: - correct answer ✔✔The evaluation of a brand is brought to
either conscious or subconscious thought (7.1)
A way of visually presenting where your brand is in consumers' minds is called a: - correct answer
✔✔Brand map (7.2)
Brand associations within a brand map can also have ___ &____ attached to them. - correct answer
✔✔Mood & Emotion (7.2)
A brand map determines brand associations from the perspective of the: - correct answer ✔✔Consumer
(7.2)
When creating a brand map, a word cloud is more useful than a table. (T/F). - correct answer ✔✔False
(7.2)
,The added value delivered by the brand over the functional benefits or book value is called: - correct
answer ✔✔Brand Equity (7.2)
How did changing the name of an island from Hog Island to Paradise Island help that island's tourism
industry? - correct answer ✔✔Added value came from a more appealing name (7.2)
Book value of assets + Brand equity = - correct answer ✔✔Market value of brand (7.2)
Brand equity starts as a ________ concept, but ends up having a real ________ effect. - correct answer
✔✔Psychological; monetary (7.2)
The "magic lesson" teaches us how to turn what into dollars? - correct answer ✔✔What consumers
know about the brand (7.2)
What is not a way to turn brand equity into dollar value? - correct answer ✔✔Price Competition (7.2)
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? - correct answer ✔✔Promotional Advantage (7.2)
The example of the purchase of the PanAm brand demonstrates how: - correct answer ✔✔Brands can
have a value beyond the book value of the firm (7.2)
An agreement whereby a company permits another organization to use its brand on another product for
a fee is defined as: - correct answer ✔✔Brand Licensing (7.2)
The brand name must provide _________ meaning for the product. - correct answer ✔✔Secondary (7.3)
Which of these is not a branding strategy? - correct answer ✔✔Franchise Branding (7.3)
, 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? - correct answer ✔✔Individual
branding (7.3)
What is not a benefit of individual branding? - correct answer ✔✔Strong connections to established
brands for new brands to lean on (7.3)
What is not a benefit of institutional branding? - correct answer ✔✔Greater individualized identity for
new products (7.3)
Which of these companies is more likely to use an institutional branding strategy for a new product or
service? - correct answer ✔✔Sony (7.3)
Which of these is not a benefit of sub-branding? - correct answer ✔✔Increased market share (7.3)
What is the main advantage of using a sub-branding strategy? - correct answer ✔✔- Ability to take on
the advantages of individual & institutional branding
- General flexibility
- Ability to avoid the disadvantages of individual & institutional branding
(All of These) (7.3)
What is the definition of a national brand? - correct answer ✔✔Brand name owned by the producer of
the product carrying the brand (7.4)
What is the definition of a private-label brand? - correct answer ✔✔Brand name owned by a reseller
(7.4)
Private label brands (such as Great Value, a Walmart brand) are never successful when compared to
national brands. (T/F) - correct answer ✔✔False (7.4)
Manufacturers that produce national brands only sell products with their own brands on them. (T/F) -
correct answer ✔✔False (7.4)
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