MKTG 3213 Exam 2 Study Guide Questions And Answers With Real Quizzes
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Course
MKTG 3213
Institution
MKTG 3213
MKTG 3213 Exam 2 Study Guide Questions And Answers With Real Quizzes
What are the two functions of a brand?
a. identify and differentiate
b. locate and determine
c. market and recruit
d. compete and improve ANS a. identify and differentiate
What are the two parts that make up a brand?
a. ...
MKTG 3213 Exam 2 Study Guide Questions And
Answers With Real Quizzes
What are the two functions of a brand?
a. identify and differentiate
b. locate and determine
c. market and recruit
d. compete and improve ANS a. identify and differentiate
What are the two parts that make up a brand?
a. Brand Label and Brand Price
b. Brand Product and Brand Name
c. Brand Price and Brand Issue
d. Brand Name and Brand Mark ANS d. Brand Name and Brand Mark
Seeing a brand can cause consumers to automatically think of the attributes of the firm.
a. True
b. False ANS a. True
A "brand" is confined to the physical name or logo associated with the firm.
a. True
b. False ANS b. False
The primary value of a brand for consumers is the:
a. Reduction of perceived risk
b. Association with target groups
c. Ability to compare prices
d. Definition of corporate social responsibility ANS a. Reduction of perceived risk
,The brand resides in the consumer's:
a. Conversations
b. Peer group
c. Desired associations
d. Memory ANS d. Memory
What is Spreading Activation?
a. When nodes are energized and brought into working memory
b. The creation of new nodes
c. When consumers spread brand knowledge through conversation
d. An external cue ANS a. When nodes are energized and brought into working memory
When does activation occur?
a. With only external cues
b. With either external or internal cues
c. With only internal cues
d. With social media-based marketing ANS b. 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.
a. Internal cue
b. Coercive cue
c. External cue
d. Detrimental cue ANS c. 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.
a. Identify; differentiate
b. Differentiate; identify
, c. Respond; attack
d. Separate; connect ANS a. Identify; differentiate
Which of these is not a type of brand association?
a. Brand memories
b. Brand attributes
c. Brand benefits
d. Brand attitudes ANS a. Brand memories
Automaticity in branding context means:
a. Initial evaluation of a brand is made automatic and efficient
b. A consumer's conscious decision to memorize aspects of a brand
c. The automatic reaction of consumers to a brand they have never encountered
d. The evaluation of a brand is brought to either conscious or subconscious thought ANS d. The
evaluation of a brand is brought to either conscious or subconscious thought
A way of visually presenting where your brand is in consumer's minds is called a:
a. Brand attribute
b. Brand association
c. Brand recognition
d. Brand map ANS d. Brand map
Brand associations within a brand map can also have ____ attached to them.
a. Price
b. Mood and emotion
c. Organization
d. Affiliation ANS b. Mood and emotion
A brand map determines brand associations from the perspective of the:
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