12. Jennifer worked as an airline attendant for a major airline. While traveling to Korea, she purchased several sweatshirts at a ridiculously low price. These sweatshirts looked exactly like the authentic Ralph Lauren sweatshirts she saw at Nordstrom earlier in the month. Jennifer purchased a brand while traveling internationally. a. Original b. Generic C. Categorical d. Knockoff 13. The monetary value of the brand is known as a. Brand association b. Brand awareness c. Brand extension d. Brand equity 14. Often, marketers will try to place value on the brand with a concept called An example of this is if you are asked what comes to mind when you think of mobile devices, and you hear most people answer: "Apple" or "iPhone". Brand awareness b. Brand loyalty Brand equity d. Brand association a. C. a. 15. When "what it cost to make the product/service" is our main concern, we usually start with a consideration. Demand based pricing b. Target costing c. Profit maximization pricing d. Cost-based pricing 16. We have two types of costs to consider. These are: a. Variable costs and iterative costs b. Variable costs and marketable costs c. Fixed costs and operating expenses d. Fixed costs and variable costs