Exam 9: Creating Brand Equity

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Tide laundry detergent maintains the same market share it had 50 years ago because of the sales contributions from its various line extensions. It can be said that Tide employs a preemptive cannibalization strategy in generating line extensions. What does this mean?

(Essay)

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Question 141

If a brand element has the characteristic of being memorable, the brand is credible and suggestive of the type of person who might use the brand.

(True/False)

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Question 142

Customer lifetime value is affected by revenue and by the costs of customer acquisition, retention, and cross-selling.

(True/False)

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Question 143

Aromas Pte Ltd introduced a new line of shower gels. To analyze consumer reaction, the company interviewed people who bought them. When Sarah was asked why she had chosen the new shower gel, she said she bought it because a friend recommended it. Sarah is at which level of the brand dynamics pyramid?

(Multiple Choice)

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Question 144

There are a number of specific roles brands can play as part of a brand portfolio. List and briefly describe the four roles.

(Essay)

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Question 145

Consumers may evaluate identical products differently depending on how they are branded.

(True/False)

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Question 146

Which of the following value creation processes means translating milestones into symbols and artifacts?

(Multiple Choice)

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Question 147

How does the American Marketing Association (AMA) define the term brand?

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Question 148

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Tide laundry detergent maintains the same market share it had 50 years ago because of the sales contributions from its various line extensions. It can be said that Tide employs a preemptive cannibalization strategy in generating line extensions. What does this mean?

If a brand element has the characteristic of being memorable, the brand is credible and suggestive of the type of person who might use the brand.

Customer lifetime value is affected by revenue and by the costs of customer acquisition, retention, and cross-selling.

There are a number of specific roles brands can play as part of a brand portfolio. List and briefly describe the four roles.

Consumers may evaluate identical products differently depending on how they are branded.

Which of the following value creation processes means translating milestones into symbols and artifacts?

How does the American Marketing Association (AMA) define the term brand?

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations

Managing Personal Communications: Direct Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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