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MKTG 3213 Exam 2 (ch. 7-13) questions well answered already passed (
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MKTG 3213 Exam 2 (ch. 7-13) questions well answered already passed (
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MKTG 3213 Exam 2 (ch. 7-13) questionswell answered already passed (9)
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
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
A "brand" is confined to the physical name or logo associated with the firm. - correct answer ✔✔false
Which of these is not a type of brand association? - correct answer ✔✔brand memories
What are the two functions of a brand? - correct answer ✔✔identify and differentiate
In the Associative Network Model, nodes represent: - correct answer ✔✔stored knowledge
The brand resides in the consumer's: - correct answer ✔✔memory
Brand Recall tasks are generally seen as much easier than Brand Recognition tasks. - correct answer
✔✔false
The real value of a brand lies in: - correct answer ✔✔What the consumer thinks about the firm when the
brand is seen
What is Spreading Activation? - correct answer ✔✔When nodes are energized and brought into working
memory
, When creating a brand map, a word cloud is always more useful than a table. - correct answer ✔✔false
A way of visually presenting where your brand is in consumers' minds is called a: - correct answer
✔✔brand map
Brand associations within a brand map can also have _______ attached to them - correct answer
✔✔mood and emotion
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
The added value delivered by the brand over the functional benefits or book value is called: - correct
answer ✔✔brand equity
Which of these is not a way to turn brand equity into dollar value? - correct answer ✔✔Price
Competition
Brand equity starts as a ________ concept, but ends up having a real ________ effect. - correct answer
✔✔psychological; monetary
Book value of assets + Brand equity = - correct answer ✔✔Market value of brand
The example of the purchase of the PanAm brand demonstrates how: - correct answer ✔✔Brands can
have value beyond the book value of the firm
An agreement whereby a company permits another organization to use its brand on other products for a
fee is defined as: - correct answer ✔✔Brand licensing
What is the main advantage of using a sub-branding strategy? - correct answer ✔✔ability to take on the
advantages of individual and institutional branding
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