All of the following can be branded,EXCEPT:

Group of answer choices

a generic

a tangible good

a service

an idea

Question 2

Which of the following statements aboutbrand equityis/are correct?

I.Brand equity is the degree to which a brand is worth more than its book value.

II. Brand equity appears as an addition to shareholder equity on the balance sheet under paid-in capital.

Group of answer choices

I only.

II only.

Both I and II.

Neither I nor II.

Question 3

Acme Products,Inc.has released a new toothpaste for use by adult consumers which focuses in on whitening teeth of cigarette smokers.The segment of positioning of this product totarget consumers which reflects the fact that the target are adultsis a

Group of answer choices

psychographic.

demographic.

benefits segment.

none of the above.

Question 4

Acme Products,Inc.has released a new toothpaste for use by adult consumers which focuses in on whitening teeth of cigarette smokers.The segment of positioning of this product totarget consumers which reflects the fact that the target are cigarette smokersisa

Group of answer choices

psychographic

demographic

benefits segment

none of the above

Question 5

Acme Products,Inc.has released a new toothpaste for use by adult consumers which focuses in on whitening teeth of cigarette smokers.The segment of positioning of this product totarget consumers which reflects the fact that the target seeks teeth whiteningisa

Group of answer choices

psychographic.

demographic.

benefits segment.

none of the above.

Question 6

An advertisement for a new word processing software intended to compete with Microsoft Word demonstrates how easy it is to transfer existing documents from Word to its program because they use the same root system,but is priced at30%less than Word.As to the ease of transferring documents from one program to the other,the advertisement is showing a

Group of answer choices

POP.

POD.

EOD.

niche competitor.

Question 7

An advertisement for a new word processing software intended to compete with Microsoft Word demonstrates how easy it is to transfer existing documents from Word to its program because they use the same root system,but is priced at30%less than Word.As to the price difference between this program and its Microsoft competitor,the advertisement is showing a

Group of answer choices

POP.

POD.

EOD.

niche competitor.

Question 8

All of the following are components any good brand mantra must have,EXCEPT:

Group of answer choices

aproduct specification modifier.

an emotional modifier.

a descriptive modifier.

a functional modifier.

Question 9

Which of the following sub-dimensions on the Brand Resonance Pyramid would fitbrandsalience?

Group of answer choices

Satisfying needs.

Personality.

Comsideration.

Durability.

Question 10

Which of the following statements about the Brand Value Chain Model is/are correct?

I.Marketing activities feed directly into shareholder value.

II.The place where the Brand Resonance Model feeds into the Brand Value Chain Model is at Customer Mind-Set.

Group of answer choices

I only.

II only.

Both I and II.

Neither I nor II.

Question 11

WhenDannon- the yogurt company - decided to put its brand on a bottled water, it was using which brandelement?

Group of answer choices

Transferrability

Likeability

Protectability

Memorability

Question 12

All of the following help create an image for a brand,EXCEPT:

Group of answer choices

Price.

Logos.

Packaging.

All of the above.

Question 13

Which of the following statements about building brand equity is/are correct?

I.Brand equity results from a series of transactions over time with customers in which the customer needs are satisfied.

II. Brand equity results from a long-term investment of funds into marketing programs designed to create a brand image.

Group of answer choices

I only.

II only.

Both I and II.

Neither I nor II.

Question 14

Which of the following is an example ofmass customization?

Group of answer choices

Airlines providing,for a fee,a set of40cable channels to choose from in the video screen provided in the seat back in front of each passenger.

Chocolate chip cookies produced without a set molding such that each cookie comes out with a distinctive shape,totally by chance.

A restaurant menu that has been the same for a year.

A financial advisor using a template for writing her financial plans for clients.

Question 15

All of the following are major marketing communicationoptions for building brand equity, EXCEPT:

Group of answer choices

Ambushmarketing

Advertising

Interactive marketing

Mobile marketing

Question 16

Which of the following statements about the use of integrated marketing communication (IMC) to build brand equity is/are correct?

I.A test of IMC effectiveness could simply be whether it moves the target audience fromcurrent brand knowledge to desired brand knowledge.

II. Because of finite budgets, the more a marketer spends on advertising the less he/she will allocate to personal selling, all other things being equal.

Group of answer choices

I only.

II only.

Both I and Ii.

Neither I nor II.

Question 17

In response to negative publicity over the infamous Gulf Coast Oil Spill in 2010, BP - the oilcompanyidentified as at least partly responsible for the Spill - decides to allocate $50 million toward communicating to the public its success in cleaning up the Gulf of Mexico from the Spill and inviting tourism back to the Gulf Coast states of Louisiana, Alabama, Mississippi, and Florida.The message is delivered through commercials on television and paidinternetmessages. The content of this communication reflects which communication "tool?"

Group of answer choices

Public Relations

Advertising

Sales Promotion

Direct Marketing

Question 18

Which of the following could be considered a secondary brand association?

Group of answer choices

Distribution channels.

Celebrity endorsements.

Country-of-origin effects.

All of the above.

Question 19

All of the following would be considered a form of ingredient branding,EXCEPT:

Group of answer choices

Unites Airlines and Lufthansa partneringto share routes to European cities.

Intel semi-conductor memory chips in a Dell laptop computer.

Protectingfine furniture fabrics by applying Scotchgard to them.

Teflon non-stick coating to a cooking saucepan.

Question 20

Which of the following statements aboutsecondary brand associationsis/are correct?

I.A demonstration of the functioning of a new product in aYouTubevideo would be an example of a secondary brand association.

II. Country-of-origin effects will always create a negative brand association as consumers do not want to be reminded of foreign-made products.

Group of answer choices

I only.

II only.

Both I and II.

Neither I nor II.