38

Which of the following best delineates the process in which brand equity contributes to financial value?

Group of answer choices

Brand Equity -> Brand Extension -> Lower Cost -> Firm Value

Brand Equity -> Advertising Efficiency -> Loyalty -> Firm Value

Brand Equity -> Cash Flow -> Loyalty -> Firm Value

Brand Equit -> Loyalty -> Cash Flow -> Firm Value

39

Which of the following statements is correct?

Group of answer choices

Personal selling is better able to seal the deal or make people decide to purchase versus advertising.

Personal Selling and Sales Promotion are more effective at reaching large and diverse market segments than Advertising.

Advertising produces a more immediate boost in sales than Sales Promotion.

It is hard for firms to copy the Sales Promotion actions of a competitor.

40

________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions.

Group of answer choices

Place marketing

Idea marketing

Interactive marketing

Social marketing

Organization marketing