TEST BANK For Service Management: Operations,
Strategy, Information Technology 10th Edition 2024 By
Sanjeev Bordoloi
What is a brand? - ANSWER: -name, term, sign etc. intended to identify the goods
and services of one seller or group of sellers and to differentiate them from those of
competition.
-Capital B(rand) is the complete mental representation of all that is associated with
an attitude object (any entity that can be branded
What is a product? - ANSWER: anything we can offer to a market for attention,
acquisition, use or consumption that might satisfy a need or want. Can be a person,
outlet, service, organization, place or idea.
Brand equity relates to the fact that... - ANSWER: different outcomes result in the
marketing of a product or service because of its brand name.
Brand equity - ANSWER: the marketing effects uniquely attributable to the brand.
What are the 2 dimensions of brand knowledge? - ANSWER: 1. What you know
about the brand
2. How well do you know the brand; how accessible is it?
Associative Network Memory Model - ANSWER: Associations- nodes of information
Memory traces- linkage between nodes
Spreading of activation- as one node in an associative network is activated, other
nodes activate to strongly associate with the preceding node.
What are the 2 aspects of Brand Awareness? - ANSWER: Brand recognition and
Brand recall
What is a brand concept map? - ANSWER: Mental map of the brand image and all its
associations (frosted flakes example)
Why is awareness (recognition and recall so important?) - ANSWER: Learning/
consideration and choice advantages
What are the types of brand associations ? - ANSWER: A- attributes of the brand
B- Benefits of using
OE- Overall evaluation
Brand association- important aspect of - ANSWER: favorability, strength, and
uniqueness
, What are some of the usefulness of Managerial Models? - ANSWER: -Translates
theory into an organizing framework
-Provides guidance on what parameters to consider
-Provides direction in understanding outcomes of decisions.
Why study theoretical models? - ANSWER: -theory helps us to understand why and
how?
-theory and basic principles do not change, only context changes.
-Understanding the theory behind any concept will allow you to adjust with changes
in the context.
4 steps of brand building - ANSWER: 1. ensure identification / association of the
brand in customers' minds
2. establish the totality of brand meaning in the minds of the customers
3. elicit the proper customer responses to the brand identification and brand
meaning
4. Convert brand response to create an intense, active loyalty relationship between
customers and the brand.
Consumer Based Brand Equity Pyramid - ANSWER: Salience (deep broad brand
awareness)
Performance and Imagery ( points of parity & Points of difference)
Judgements and feelings (rational and emotional reactions)
Consumer brand resonance (intense active loyalty)
Dimensions of brand feelings - ANSWER: 2 broad categories: experiential and
enduring
experiential - ANSWER: immediate, short-lived during purchase/ consumption
enduring - ANSWER: private, possibly part of day-to day life
4 components to brand resonance ( Jeep example assignment ) - ANSWER: 1.
behavioral loyalty-customers repeat purchases and share of category volume
2. attitudinal attachment -customers view brand as being something special in a
broad sense
3. active engagement -willing to invest personal resources in the brand (time, $,
energy) beyond other resources
4. sense of community-customers feel a kinship or affiliation with other people
associated with the brand
Achieving Resonance - ANSWER: 1st: create foundation for resonance
-proper salience & breadth & depth of awareness
-firmly establish POP and POD
-positive judgements & feelings that appeal to head & heart
2nd: Optimize four dimensions of brand resonance
Strategy, Information Technology 10th Edition 2024 By
Sanjeev Bordoloi
What is a brand? - ANSWER: -name, term, sign etc. intended to identify the goods
and services of one seller or group of sellers and to differentiate them from those of
competition.
-Capital B(rand) is the complete mental representation of all that is associated with
an attitude object (any entity that can be branded
What is a product? - ANSWER: anything we can offer to a market for attention,
acquisition, use or consumption that might satisfy a need or want. Can be a person,
outlet, service, organization, place or idea.
Brand equity relates to the fact that... - ANSWER: different outcomes result in the
marketing of a product or service because of its brand name.
Brand equity - ANSWER: the marketing effects uniquely attributable to the brand.
What are the 2 dimensions of brand knowledge? - ANSWER: 1. What you know
about the brand
2. How well do you know the brand; how accessible is it?
Associative Network Memory Model - ANSWER: Associations- nodes of information
Memory traces- linkage between nodes
Spreading of activation- as one node in an associative network is activated, other
nodes activate to strongly associate with the preceding node.
What are the 2 aspects of Brand Awareness? - ANSWER: Brand recognition and
Brand recall
What is a brand concept map? - ANSWER: Mental map of the brand image and all its
associations (frosted flakes example)
Why is awareness (recognition and recall so important?) - ANSWER: Learning/
consideration and choice advantages
What are the types of brand associations ? - ANSWER: A- attributes of the brand
B- Benefits of using
OE- Overall evaluation
Brand association- important aspect of - ANSWER: favorability, strength, and
uniqueness
, What are some of the usefulness of Managerial Models? - ANSWER: -Translates
theory into an organizing framework
-Provides guidance on what parameters to consider
-Provides direction in understanding outcomes of decisions.
Why study theoretical models? - ANSWER: -theory helps us to understand why and
how?
-theory and basic principles do not change, only context changes.
-Understanding the theory behind any concept will allow you to adjust with changes
in the context.
4 steps of brand building - ANSWER: 1. ensure identification / association of the
brand in customers' minds
2. establish the totality of brand meaning in the minds of the customers
3. elicit the proper customer responses to the brand identification and brand
meaning
4. Convert brand response to create an intense, active loyalty relationship between
customers and the brand.
Consumer Based Brand Equity Pyramid - ANSWER: Salience (deep broad brand
awareness)
Performance and Imagery ( points of parity & Points of difference)
Judgements and feelings (rational and emotional reactions)
Consumer brand resonance (intense active loyalty)
Dimensions of brand feelings - ANSWER: 2 broad categories: experiential and
enduring
experiential - ANSWER: immediate, short-lived during purchase/ consumption
enduring - ANSWER: private, possibly part of day-to day life
4 components to brand resonance ( Jeep example assignment ) - ANSWER: 1.
behavioral loyalty-customers repeat purchases and share of category volume
2. attitudinal attachment -customers view brand as being something special in a
broad sense
3. active engagement -willing to invest personal resources in the brand (time, $,
energy) beyond other resources
4. sense of community-customers feel a kinship or affiliation with other people
associated with the brand
Achieving Resonance - ANSWER: 1st: create foundation for resonance
-proper salience & breadth & depth of awareness
-firmly establish POP and POD
-positive judgements & feelings that appeal to head & heart
2nd: Optimize four dimensions of brand resonance
