MKTG 3213 Exam 2 Questions And Answers With
Verified Study Updates
What are the two functions of a brand? ANS Identify and Differentiate (7.1)
What are the two parts that make up a brand? ANS Brand Name and Brand Mark (7.1)
Seeing a brand can cause consumers to automatically think of the attributes of the firm. (T/F).
ANS True (7.1)
A "brand" is confined to the physical name or logo associated with the firm. (T/F). ANS False
(7.1)
The real value of a brand lies in: ANS What the consumer thinks about the firm when the brand
is seen (7.1)
The primary value of a brand for consumers is the: ANS Reduction of perceived risk (7.1)
The brand resides in the consumer's: ANS Memory (7.1)
In the Associative Network Model, nodes represent: ANS Stored knowledge (7.1)
What is Spreading Activation? ANS When nodes are energized and brought into working
memory (7.1)
When does activation occur? ANS With either external or internal cues (7.1)
Addi is driving from Stillwater to Dallas, and sees a McDonald's sign with golden arches (but no
words). She automatically begins to think of her hunger. What kind of cue activated this thought?
ANS External Cue (7.1)
,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 (7.1)
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 (7.1)
Brand Recall tasks are generally seen as much easier than Brand Recognition tasks. (T/F). ANS
False (7.1)
Memory nodes that are linked to a particular brand are: ANS Brand associations (7.1)
What is not a type of brand association? ANS Brand memories (7.1)
Automaticity in a branding context means: ANS The evaluation of a brand is brought to either
conscious or subconscious thought (7.1)
A way of visually presenting where your brand is in consumers' minds is called a: ANS Brand
map (7.2)
Brand associations within a brand map can also have ___ &____ attached to them. ANS Mood &
Emotion (7.2)
A brand map determines brand associations from the perspective of the: ANS Consumer (7.2)
When creating a brand map, a word cloud is more useful than a table. (T/F). ANS False (7.2)
The added value delivered by the brand over the functional benefits or book value is called: ANS
Brand Equity (7.2)
,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 (7.2)
Book value of assets + Brand equity = ANS Market value of brand (7.2)
Brand equity starts as a ________ concept, but ends up having a real ________ effect. ANS
Psychological; monetary (7.2)
The "magic lesson" teaches us how to turn what into dollars? ANS What consumers know about
the brand (7.2)
What is not a way to turn brand equity into dollar value? ANS Price Competition (7.2)
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 (7.2)
The example of the purchase of the PanAm brand demonstrates how: ANS Brands can have a
value beyond the book value of the firm (7.2)
An agreement whereby a company permits another organization to use its brand on another product
for a fee is defined as: ANS Brand Licensing (7.2)
The brand name must provide _________ meaning for the product. ANS Secondary (7.3)
Which of these is not a branding strategy? ANS Franchise Branding (7.3)
Unilever houses many brands, such as SlimFast nutrition drinks, Dove soap, and Skippy peanut
butter, that all sell different products. What branding strategy is used here? ANS Individual
branding (7.3)
, What is not a benefit of individual branding? ANS Strong connections to established brands for
new brands to lean on (7.3)
What is not a benefit of institutional branding? ANS Greater individualized identity for new
products (7.3)
Which of these companies is more likely to use an institutional branding strategy for a new product
or service? ANS Sony (7.3)
Which of these is not a benefit of sub-branding? ANS Increased market share (7.3)
What is the main advantage of using a sub-branding strategy? ANS - Ability to take on the
advantages of individual & institutional branding
- General flexibility
- Ability to avoid the disadvantages of individual & institutional branding
(All of These) (7.3)
What is the definition of a national brand? ANS Brand name owned by the producer of the
product carrying the brand (7.4)
What is the definition of a private-label brand? ANS Brand name owned by a reseller (7.4)
Private label brands (such as Great Value, a Walmart brand) are never successful when compared to
national brands. (T/F) ANS False (7.4)
Manufacturers that produce national brands only sell products with their own brands on them. (T/F)
ANS False (7.4)
In terms of units sold, how much of products sold at all outlets are private-label brands? ANS
21% (7.4)
Verified Study Updates
What are the two functions of a brand? ANS Identify and Differentiate (7.1)
What are the two parts that make up a brand? ANS Brand Name and Brand Mark (7.1)
Seeing a brand can cause consumers to automatically think of the attributes of the firm. (T/F).
ANS True (7.1)
A "brand" is confined to the physical name or logo associated with the firm. (T/F). ANS False
(7.1)
The real value of a brand lies in: ANS What the consumer thinks about the firm when the brand
is seen (7.1)
The primary value of a brand for consumers is the: ANS Reduction of perceived risk (7.1)
The brand resides in the consumer's: ANS Memory (7.1)
In the Associative Network Model, nodes represent: ANS Stored knowledge (7.1)
What is Spreading Activation? ANS When nodes are energized and brought into working
memory (7.1)
When does activation occur? ANS With either external or internal cues (7.1)
Addi is driving from Stillwater to Dallas, and sees a McDonald's sign with golden arches (but no
words). She automatically begins to think of her hunger. What kind of cue activated this thought?
ANS External Cue (7.1)
,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 (7.1)
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 (7.1)
Brand Recall tasks are generally seen as much easier than Brand Recognition tasks. (T/F). ANS
False (7.1)
Memory nodes that are linked to a particular brand are: ANS Brand associations (7.1)
What is not a type of brand association? ANS Brand memories (7.1)
Automaticity in a branding context means: ANS The evaluation of a brand is brought to either
conscious or subconscious thought (7.1)
A way of visually presenting where your brand is in consumers' minds is called a: ANS Brand
map (7.2)
Brand associations within a brand map can also have ___ &____ attached to them. ANS Mood &
Emotion (7.2)
A brand map determines brand associations from the perspective of the: ANS Consumer (7.2)
When creating a brand map, a word cloud is more useful than a table. (T/F). ANS False (7.2)
The added value delivered by the brand over the functional benefits or book value is called: ANS
Brand Equity (7.2)
,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 (7.2)
Book value of assets + Brand equity = ANS Market value of brand (7.2)
Brand equity starts as a ________ concept, but ends up having a real ________ effect. ANS
Psychological; monetary (7.2)
The "magic lesson" teaches us how to turn what into dollars? ANS What consumers know about
the brand (7.2)
What is not a way to turn brand equity into dollar value? ANS Price Competition (7.2)
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 (7.2)
The example of the purchase of the PanAm brand demonstrates how: ANS Brands can have a
value beyond the book value of the firm (7.2)
An agreement whereby a company permits another organization to use its brand on another product
for a fee is defined as: ANS Brand Licensing (7.2)
The brand name must provide _________ meaning for the product. ANS Secondary (7.3)
Which of these is not a branding strategy? ANS Franchise Branding (7.3)
Unilever houses many brands, such as SlimFast nutrition drinks, Dove soap, and Skippy peanut
butter, that all sell different products. What branding strategy is used here? ANS Individual
branding (7.3)
, What is not a benefit of individual branding? ANS Strong connections to established brands for
new brands to lean on (7.3)
What is not a benefit of institutional branding? ANS Greater individualized identity for new
products (7.3)
Which of these companies is more likely to use an institutional branding strategy for a new product
or service? ANS Sony (7.3)
Which of these is not a benefit of sub-branding? ANS Increased market share (7.3)
What is the main advantage of using a sub-branding strategy? ANS - Ability to take on the
advantages of individual & institutional branding
- General flexibility
- Ability to avoid the disadvantages of individual & institutional branding
(All of These) (7.3)
What is the definition of a national brand? ANS Brand name owned by the producer of the
product carrying the brand (7.4)
What is the definition of a private-label brand? ANS Brand name owned by a reseller (7.4)
Private label brands (such as Great Value, a Walmart brand) are never successful when compared to
national brands. (T/F) ANS False (7.4)
Manufacturers that produce national brands only sell products with their own brands on them. (T/F)
ANS False (7.4)
In terms of units sold, how much of products sold at all outlets are private-label brands? ANS
21% (7.4)
