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MKTG 3213: EXAM 2 – Kuzmeski questions with verified solutions
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MKTG 3213: EXAM 2 – Kuzmeskiquestions with verified solutions
What are the two functions of a brand? - correct answer ✔✔identify and differentiate
What are the two parts that make up a brand? - correct answer ✔✔Brand Name and Brand Mark
Seeing a brand can cause consumers to automatically think of the attributes of the firm. - correct answer
✔✔True
A "brand" is confined to the physical name or logo associated with the firm. - correct answer ✔✔False
The primary value of a brand for consumers is the: - correct answer ✔✔reduction of perceived risk
The brand resides in the consumer's: - correct answer ✔✔memory
What is Spreading Activation? - correct answer ✔✔When nodes are energized and brought into working
memory
When does activation occur? - correct answer ✔✔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? - correct
answer ✔✔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. - correct answer ✔✔identify; differentiate
,Which of these is not a type of brand association? - correct answer ✔✔brand memories
Automaticity in a branding context means: - correct answer ✔✔the evaluation of a brand is brought to
either conscious or subconscious thought
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
A brand map determines brand associations from the perspective of the: - correct answer ✔✔consumer
When creating a brand map, a word cloud is always more useful than a table. - correct answer ✔✔False
The added value delivered by the brand over the functional benefits or book value is called: - correct
answer ✔✔Brand Equity
Book value of assets + Brand equity = - correct answer ✔✔Market value of brand
Brand equity starts as a ________ concept, but ends up having a real ________ effect. - correct answer
✔✔Psychological; monetary
The "magic lesson" teaches us how to turn what into dollars? - correct answer ✔✔What consumers
know about the brand
Which of these is not a way to turn brand equity into dollar value? - correct answer ✔✔Price
competition
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
, 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
The brand name must provide _________ meaning for the product. - correct answer ✔✔Secondary
Which of these is not a branding strategy? - correct answer ✔✔Franchise Branding
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
Which of these is not a benefit of individual branding? - correct answer ✔✔strong connections to
established brands for new brands to lean on
Which of these is not a benefit of institutional branding? - correct answer ✔✔greater individualized
identity for new products
Which of these companies is more likely to use an institutional branding strategy for a new product or
service? - correct answer ✔✔Sony
Which of these is not a benefit of sub-branding? - correct answer ✔✔increased market share
What is the main advantage of using a sub-branding strategy? - correct answer ✔✔All of these
Mostly, business is made up of: - correct answer ✔✔smaller, more frequent transactions
Face-to-face communication is necessary for true "frontline" transactions. - correct answer ✔✔False
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