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Marketing 3213 Exam 2 Oklahoma State questions and answers A+ rated (13)
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Marketing 3213 Exam 2 Oklahoma State questions and answers A+ rated (13)
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Marketing 3213 Exam 2 Oklahoma Statequestions and answers A+ rated (13)
The brand resides in the consumers: - correct answer ✔✔memory
The real value of a brand lies in: - correct answer ✔✔What the consumer thinks about the firm when the
brand is seen
Memory nodes that are linked to a particular brand are: - correct answer ✔✔brand associations
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 specifically caused her to think of this? - correct
answer ✔✔Brand Mark
T/F - Seeing a brand can cause consumers to automatically think of the attributes of the firm. - correct
answer ✔✔True
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 Isis chocolates is an example of: - correct answer ✔✔All of these are correct
Book value of assets + Brand equity = - correct answer ✔✔Market value of brand
A way of visually presenting where your brand is in consumers' minds is called a: - correct answer
✔✔brand map
Which of these is more likely to choose an institutional branding strategy? - correct answer ✔✔a large
company with an excellent market reputation
, 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
Should the brand name or the product be the primary meaning for a brand? - correct answer
✔✔Product
Which of these is not a benefit of sub-branding? - correct answer ✔✔increased market share
Brand names must be used as a(n) ________, not a(n) _________. - correct answer ✔✔adjective; noun
Which of these is the best example of brand fit? - correct answer ✔✔Lyft's name and logo
T/F - National brands only sell products with their national brand names on the product. - correct answer
✔✔False
T/F - It is possible that the parts of a company that are not product related are beginning to be just as
important - or even more important - than the products themselves. - correct answer ✔✔True
What is the definition of a national brand? - correct answer ✔✔Brand name owned by the producer of
the product carrying the brand
With the expansion of globalization, which guideline of choosing a brand name should become a greater
concern? - correct answer ✔✔Appropriateness
T/F - Private label brands (such as Great Value, a Walmart brand) are never successful when compared to
national brands. - correct answer ✔✔False
What is the definition of a private-label brand? - correct answer ✔✔Brand name owned by a reseller
T/F - Service users have to be human consumers by default. - correct answer ✔✔False
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