Marketing MKTG Exam 2 Study Guide and Practice Questions
what are the two functions of a brand - ANS✔✔ identify and differentiate
what are the two parts that make up a brand - ANS✔✔ brand name and brand mark
seeing a brand can cause consumers to automatically think of the attributes of the firm -
ANS✔✔ true
a brand is confined to the physical name or logo associated with the firm - ANS✔✔ false
the real value of a brand lies in - ANS✔✔ what the consumer thinks about the firm when the
brand is seen
the primary value of a brand for consumers is the - ANS✔✔ reduction of perceived risk
the brand resides in the consumers - ANS✔✔ memory
in the associative network model, nodes represent - ANS✔✔ stored knowledge
what is spreading activation - ANS✔✔ when nodes are energized and brought into working
memory
when does activation occur - ANS✔✔ with either external or internal cues
,addi is driving from stilly to dallas and sees a mcd's sign with golden arches (but no words) she
automatically begins to think of her hunger. what kind od cue activated this thought? - ANS✔✔
external cue
brand awareness is associated with the ability of the brand to ___ who is offering a product or
service, while brand association is associated with the ability of the brand to ___ from
competitors. - ANS✔✔ identify; differentiate
in an interview at an oil company, anna is asked to name all of the firm's closest competition in
the area. As she lists off all the brands that she can think of, anna realizes that she is performing
- ANS✔✔ brand recall
brand recall tasks are generally seen as much easier than brand recognition tasks - ANS✔✔ false
memory nodes that are linked to a particular brand are - ANS✔✔ brand associations
which of these is not a type of brand association - ANS✔✔ brand memories
automaticity in branding context means - ANS✔✔ the evaluation of a brand is brought to either
conscious or subconscious thought
a way of visually presenting where your brand is in consumers' minds is called a : - ANS✔✔
brand map
brand associatons within a brand map can also have ___ attached to them - ANS✔✔ mood and
emotion
a brand map determines brand associations from the perspective of the - ANS✔✔ consumer
,when creating a brand map, a word cloud is always more useful than a table - ANS✔✔ false
the added value delivered by the brand over the functional benefits or book value is called -
ANS✔✔ brand equity
how did changing the name of an island from hog island to paradise island help that island's
tourism industry? - ANS✔✔ added value came from a more appealing name
book value of assets + brand equity = - ANS✔✔ market value of brand
brand equity starts as a ___ concept, but ends up having real ___ effect - ANS✔✔ psychological;
monetary
the "magic lesson" teaches us how to turn what into dollars? - ANS✔✔ what consumers know
about the brand
which of these is not a way to turn brand equity into dollar value - ANS✔✔ price competition
if oreo cookies come out with a new flavor of s'mores oreo cookies, what are they using in order
to turn brand equity into dollars - ANS✔✔ promotional advantage
the example of the purchase of the panAm brand demonstrates how - ANS✔✔ brands can have
value beyond the book value of the firm
an agreement whereby a company permits another organization to use its brand on other
products for a fee is defined as - ANS✔✔ brand licensing
the brand name must provide ___ meaning for the product - ANS✔✔ secondary
, which of these is not a branding strategy - ANS✔✔ franchise branding
unilever houses many brands, such as slimfast nutrition drinks, dove soap, and skippy peanut
butter, that all sells different products. what branding strategy is used here - ANS✔✔ individual
branding
which of these is not a benefit of individual branding - ANS✔✔ strong connections to
established brands for new brands to lean on
which of these is not a benefit of institutional branding - ANS✔✔ greater individualized identity
for new products
which of these companies is more likely to use institutional branding strategy for new product
or service - ANS✔✔ sony
which of these is not a benefit of sub-branding - ANS✔✔ increased market share
what is the main advantage of using a sub branding strategy - ANS✔✔ all of these
what is the definition of a national brand - ANS✔✔ Brand name owned by the producer of the
product carrying the brand
what is the definition of a private label brand - ANS✔✔ Brand name owned by a reseller
private label brands (such as great value for walmart) are never successful when compared to
national brands - ANS✔✔ false
what are the two functions of a brand - ANS✔✔ identify and differentiate
what are the two parts that make up a brand - ANS✔✔ brand name and brand mark
seeing a brand can cause consumers to automatically think of the attributes of the firm -
ANS✔✔ true
a brand is confined to the physical name or logo associated with the firm - ANS✔✔ false
the real value of a brand lies in - ANS✔✔ what the consumer thinks about the firm when the
brand is seen
the primary value of a brand for consumers is the - ANS✔✔ reduction of perceived risk
the brand resides in the consumers - ANS✔✔ memory
in the associative network model, nodes represent - ANS✔✔ stored knowledge
what is spreading activation - ANS✔✔ when nodes are energized and brought into working
memory
when does activation occur - ANS✔✔ with either external or internal cues
,addi is driving from stilly to dallas and sees a mcd's sign with golden arches (but no words) she
automatically begins to think of her hunger. what kind od cue activated this thought? - ANS✔✔
external cue
brand awareness is associated with the ability of the brand to ___ who is offering a product or
service, while brand association is associated with the ability of the brand to ___ from
competitors. - ANS✔✔ identify; differentiate
in an interview at an oil company, anna is asked to name all of the firm's closest competition in
the area. As she lists off all the brands that she can think of, anna realizes that she is performing
- ANS✔✔ brand recall
brand recall tasks are generally seen as much easier than brand recognition tasks - ANS✔✔ false
memory nodes that are linked to a particular brand are - ANS✔✔ brand associations
which of these is not a type of brand association - ANS✔✔ brand memories
automaticity in branding context means - ANS✔✔ the evaluation of a brand is brought to either
conscious or subconscious thought
a way of visually presenting where your brand is in consumers' minds is called a : - ANS✔✔
brand map
brand associatons within a brand map can also have ___ attached to them - ANS✔✔ mood and
emotion
a brand map determines brand associations from the perspective of the - ANS✔✔ consumer
,when creating a brand map, a word cloud is always more useful than a table - ANS✔✔ false
the added value delivered by the brand over the functional benefits or book value is called -
ANS✔✔ brand equity
how did changing the name of an island from hog island to paradise island help that island's
tourism industry? - ANS✔✔ added value came from a more appealing name
book value of assets + brand equity = - ANS✔✔ market value of brand
brand equity starts as a ___ concept, but ends up having real ___ effect - ANS✔✔ psychological;
monetary
the "magic lesson" teaches us how to turn what into dollars? - ANS✔✔ what consumers know
about the brand
which of these is not a way to turn brand equity into dollar value - ANS✔✔ price competition
if oreo cookies come out with a new flavor of s'mores oreo cookies, what are they using in order
to turn brand equity into dollars - ANS✔✔ promotional advantage
the example of the purchase of the panAm brand demonstrates how - ANS✔✔ brands can have
value beyond the book value of the firm
an agreement whereby a company permits another organization to use its brand on other
products for a fee is defined as - ANS✔✔ brand licensing
the brand name must provide ___ meaning for the product - ANS✔✔ secondary
, which of these is not a branding strategy - ANS✔✔ franchise branding
unilever houses many brands, such as slimfast nutrition drinks, dove soap, and skippy peanut
butter, that all sells different products. what branding strategy is used here - ANS✔✔ individual
branding
which of these is not a benefit of individual branding - ANS✔✔ strong connections to
established brands for new brands to lean on
which of these is not a benefit of institutional branding - ANS✔✔ greater individualized identity
for new products
which of these companies is more likely to use institutional branding strategy for new product
or service - ANS✔✔ sony
which of these is not a benefit of sub-branding - ANS✔✔ increased market share
what is the main advantage of using a sub branding strategy - ANS✔✔ all of these
what is the definition of a national brand - ANS✔✔ Brand name owned by the producer of the
product carrying the brand
what is the definition of a private label brand - ANS✔✔ Brand name owned by a reseller
private label brands (such as great value for walmart) are never successful when compared to
national brands - ANS✔✔ false
