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MKTG 3213 - Exam Two: Chapter 7 questions with correct answers (2)
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MKTG 3213 - Exam Two: Chapter 7 questions with correct answers (2)
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MKTG 3213 - Exam Two: Chapter 7questions with correct answers (2)
What the consumer thinks about the firm when the brand is seen - correct answer ✔✔The real value of
a brand lies in:
brand recall - correct answer ✔✔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:
external cue - correct answer ✔✔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?
With either external or internal cues - correct answer ✔✔When does activation occur?
brand associations - correct answer ✔✔Memory nodes that are linked to a particular brand are:
Promotional Advantage - correct answer ✔✔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?
Brand licensing - correct answer ✔✔An agreement whereby a company permits another organization to
use its brand on other products for a fee is defined as:
Price Competition - correct answer ✔✔Which of these is not a way to turn brand equity into dollar
value?
brand map - correct answer ✔✔A way of visually presenting where your brand is in consumers' minds is
called a:
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