Question 1

The most effective advertising strategy for an extension emphasizes the parent brand.

Accepted Answer

A) True 
 B)False

Question 2

The first step in the brand valuation process is ________.

Accepted Answer

A) the brand strength assessment 
B) quantification of the role of branding 
C) calculation of the net present value of the earnings forecast 
D) the division of markets in which the brand is sold into mutually exclusive customer segments 
E) financial analysis of the company's earnings before interest and taxes 
A) the brand strength assessment 
B) quantification of the role of branding 
C) calculation of the net present value of the earnings forecast 
D) the division of markets in which the brand is sold into mutually exclusive customer segments 
E) financial analysis of the company's earnings before interest and taxes

Question 3

The role of a ________ in the brand portfolio often may be to attract customers to the brand franchise.Trading up will often occur with this type of brand.

Accepted Answer

A) cash cow 
B) flanker brand 
C) fighting brand 
D) high-end prestige brand 
E) low-end entry-level brand 
A) cash cow 
B) flanker brand 
C) fighting brand 
D) high-end prestige brand 
E) low-end entry-level brand

Question 4

According to Young and Rubicam's brand asset valuator,the energy component of brand equity measures the brand's sense of momentum.

Accepted Answer

A) True 
 B)False

Question 5

The decision as to how to brand new products is especially critical.When a firm introduces a new product,it has three main choices.What are those choices?

Accepted Answer

The firm can: (1)develop new b

Question 6

How does the American Marketing Association define the term brand?

Accepted Answer

A brand,according to the AMA,is "a name,

Question 7

Identify and describe the four value stages of the brand value chain.

Accepted Answer

The brand value creation process begins

Question 8

According to Seth Godin,marketers can no longer use ________.Instead,marketers should turn to permission marketing as a way to ensure long-term customer relationships and loyalty.

Accepted Answer

A) task-oriented marketing 
B) interruption marketing 
C) hard core selling 
D) advocacy marketing 
E) one-to-one marketing 
A) task-oriented marketing 
B) interruption marketing 
C) hard core selling 
D) advocacy marketing 
E) one-to-one marketing

Question 9

How does consumer knowledge play a role in the success of new products associated with existing brands?

Accepted Answer

Brand knowledge created by marketing inv

Question 10

It is often harder to reinvent a brand than it is to revive a brand that is alive but has been more or less forgotten.

Accepted Answer

A) True 
 B)False

The most effective advertising strategy for an extension emphasizes the parent brand.

The first step in the brand valuation process is ________.

The role of a ________ in the brand portfolio often may be to attract customers to the brand franchise.Trading up will often occur with this type of brand.

According to Young and Rubicam's brand asset valuator,the energy component of brand equity measures the brand's sense of momentum.

The decision as to how to brand new products is especially critical.When a firm introduces a new product,it has three main choices.What are those choices?

How does the American Marketing Association define the term brand?

Identify and describe the four value stages of the brand value chain.

According to Seth Godin,marketers can no longer use ________.Instead,marketers should turn to permission marketing as a way to ensure long-term customer relationships and loyalty.

How does consumer knowledge play a role in the success of new products associated with existing brands?

It is often harder to reinvent a brand than it is to revive a brand that is alive but has been more or less forgotten.

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

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters

Exam 9: Creating Brand Equity

The most effective advertising strategy for an extension emphasizes the parent brand.

The first step in the brand valuation process is ________.

The role of a ________ in the brand portfolio often may be to attract customers to the brand franchise.Trading up will often occur with this type of brand.

According to Young and Rubicam's brand asset valuator,the energy component of brand equity measures the brand's sense of momentum.

The decision as to how to brand new products is especially critical.When a firm introduces a new product,it has three main choices.What are those choices?

How does the American Marketing Association define the term brand?

Identify and describe the four value stages of the brand value chain.

According to Seth Godin,marketers can no longer use ________.Instead,marketers should turn to permission marketing as a way to ensure long-term customer relationships and loyalty.

How does consumer knowledge play a role in the success of new products associated with existing brands?

It is often harder to reinvent a brand than it is to revive a brand that is alive but has been more or less forgotten.

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

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters