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MKTG 3213- Exam 2 Study Guide questions n correct answers (20)
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MKTG 3213- Exam 2 Study Guide questions n correct answers (20)
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MKTG 3213- Exam 2 Study Guidequestions n correct answers (20)
What are the two functions of a brand?
a. identify and differentiate
b. locate and determine
c. market and recruit
d. compete and improve - correct answer ✔✔a. identify and differentiate
What are the two parts that make up a brand?
a. Brand Label and Brand Price
b. Brand Product and Brand Name
c. Brand Price and Brand Issue
d. Brand Name and Brand Mark - correct answer ✔✔d. Brand Name and Brand Mark
Seeing a brand can cause consumers to automatically think of the attributes of the firm.
a. True
b. False - correct answer ✔✔a. True
A "brand" is confined to the physical name or logo associated with the firm.
a. True
b. False - correct answer ✔✔b. False
The primary value of a brand for consumers is the:
a. Reduction of perceived risk
b. Association with target groups
c. Ability to compare prices
,d. Definition of corporate social responsibility - correct answer ✔✔a. Reduction of perceived risk
The brand resides in the consumer's:
a. Conversations
b. Peer group
c. Desired associations
d. Memory - correct answer ✔✔d. Memory
What is Spreading Activation?
a. When nodes are energized and brought into working memory
b. The creation of new nodes
c. When consumers spread brand knowledge through conversation
d. An external cue - correct answer ✔✔a. When nodes are energized and brought into working memory
When does activation occur?
a. With only external cues
b. With either external or internal cues
c. With only internal cues
d. With social media-based marketing - correct answer ✔✔b. 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.
a. Internal cue
b. Coercive cue
c. External cue
d. Detrimental cue - correct answer ✔✔c. 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.
, a. Identify; differentiate
b. Differentiate; identify
c. Respond; attack
d. Separate; connect - correct answer ✔✔a. Identify; differentiate
Which of these is not a type of brand association?
a. Brand memories
b. Brand attributes
c. Brand benefits
d. Brand attitudes - correct answer ✔✔a. Brand memories
Automaticity in branding context means:
a. Initial evaluation of a brand is made automatic and efficient
b. A consumer's conscious decision to memorize aspects of a brand
c. The automatic reaction of consumers to a brand they have never encountered
d. The evaluation of a brand is brought to either conscious or subconscious thought - correct answer
✔✔d. The evaluation of a brand is brought to either conscious or subconscious thought
A way of visually presenting where your brand is in consumer's minds is called a:
a. Brand attribute
b. Brand association
c. Brand recognition
d. Brand map - correct answer ✔✔d. Brand map
Brand associations within a brand map can also have ____ attached to them.
a. Price
b. Mood and emotion
c. Organization
d. Affiliation - correct answer ✔✔b. Mood and emotion
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