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Exam (elaborations)

Voorbeeldtoets merkenmanagement (2)

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Dit is een Fontys tentamen van 30 vragen (mét juiste antwoorden) uit het leerjaar en werd vaak gebruikt als basis voor tentamens in het heden. Stof van het tentamen betreft alle hoofdstukken (behalve H9) van het boek Merkenmanagement door Rik Riezebos én H6 van het boek Positioneren door Rik Rie...

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  • January 28, 2017
  • 6
  • 2009/2010
  • Exam (elaborations)
  • Questions & answers

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By: floorwelten • 5 year ago

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Fontys Hogeschool Communicatie

Studiejaar 2009-2010

Tentamenperiode N1

Tentamen Merkenmanagement leerkringen Branding EK 300 + herkansers

Toegestane hulpmiddelen: geen

TOETS: 2209VT2MER uitwerkingen

Dag: dinsdag

Datum: 3 november 2009

Tijd: 10.45 – 12.25 uur

Docent: Ons

Vul het juiste antwoord in op het scanformulier.
Dit tentamen omvat 24 meerkeuzevragen. 15 vragen goed = 5.5

1. Een juiste volgorde van doelstellingen is:

a) Mediastrategie-communicatiestrategie-marketingstrategie-merkenstrategie
b) Marketingstrategie-communicatiestrategie-merkstrategie-mediastrategie
c) Ondernemingsstrategie-merkstrategie-mediastrategie-communicatiestrategie
d) Marketingstrategie-merkstrategie-communicatiestrategie-mediastrategie *

2. De financiële waarde van merken op de balans wordt het beste aangeduid door het begrip:

a) Brand equity *
b) Brand switching
c) Brand stretching
d) Brand extensie

3. Merkbeleving zit vaak tussen de oren. Dit fenomeen wordt het beste aangeduid door het begrip:

a) Brand stretching
b) Brand switching
c) Brand added value *
d) Brand extensie



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