MKTG 3213 EXAM 2 2025 QUESTIONS
AND ANSWERS
What are the two functions of a brand?
a. identify and differentiate
b. locate and determine
c. market and recruit
d. compete and improve - ANS identify and differentiate
What are the two parts that make up a brand?
a. Brand Label and Brand Price
b. Brand Product and Brand Name
c. Brand Price and Brand Issue
d. Brand Name and Brand Mark - ANS Brand Name and Brand Mark
Seeing a brand can cause consumers to automatically think of the attributes of the firm.
a. True
b. False - ANS True
A "brand" is confined to the physical name or logo associated with the firm.
a. True
b. False - ANS False
The primary value of a brand for consumers is the:
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,a. Reduction of perceived risk
b. Association with target groups
c. Ability to compare prices
d. Definition of corporate social responsibility - ANS Reduction of perceived risk
The brand resides in the consumer's:
a. Conversations
b. Peer group
c. Desired associations
d. Memory - ANS Memory
What is Spreading Activation?
a. When nodes are energized and brought into working memory
b. The creation of new nodes
c. When consumers spread brand knowledge through conversation
d. An external cue - ANS When nodes are energized and brought into working memory
When does activation occur?
a. With only external cues
b. With either external or internal cues
c. With only internal cues
d. With social media-based marketing - ANS With either external or internal cues
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.
a. Internal cue
b. Coercive cue
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,c. External cue
d. Detrimental cue - 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.
a. Identify; differentiate
b. Differentiate; identify
c. Respond; attack
d. Separate; connect - ANS Identify; differentiate
Which of these is not a type of brand association?
a. Brand memories
b. Brand attributes
c. Brand benefits
d. Brand attitudes - ANS Brand memories
Automaticity in branding context means:
a. Initial evaluation of a brand is made automatic and efficient
b. A consumer's conscious decision to memorize aspects of a brand
c. The automatic reaction of consumers to a brand they have never encountered
d. The evaluation of a brand is brought to either conscious or subconscious thought -
ANS The evaluation of a brand is brought to either conscious or subconscious thought
A way of visually presenting where your brand is in consumer's minds is called a:
a. Brand attribute
b. Brand association
c. Brand recognition
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, d. Brand map - ANS Brand map
Brand associations within a brand map can also have ____ attached to them.
a. Price
b. Mood and emotion
c. Organization
d. Affiliation - ANS Mood and emotion
A brand map determines brand associations from the perspective of the:
a. Consumer
b. Competitor
c. Management
d. Board of Directors - ANS Consumer
When creating a brand map, a word cloud is always more useful than a table.
a. True
b. False - ANS False
The added value delivered by the brand over the functional benefits or book value is
called:
a. Brand evaluation
b. Brand recognition
c. Brand equity
d. Brand interest - ANS Brand equity
Book value of assets + Brand equity =
a. Price of brand
b. Consumer share of brand
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AND ANSWERS
What are the two functions of a brand?
a. identify and differentiate
b. locate and determine
c. market and recruit
d. compete and improve - ANS identify and differentiate
What are the two parts that make up a brand?
a. Brand Label and Brand Price
b. Brand Product and Brand Name
c. Brand Price and Brand Issue
d. Brand Name and Brand Mark - ANS Brand Name and Brand Mark
Seeing a brand can cause consumers to automatically think of the attributes of the firm.
a. True
b. False - ANS True
A "brand" is confined to the physical name or logo associated with the firm.
a. True
b. False - ANS False
The primary value of a brand for consumers is the:
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,a. Reduction of perceived risk
b. Association with target groups
c. Ability to compare prices
d. Definition of corporate social responsibility - ANS Reduction of perceived risk
The brand resides in the consumer's:
a. Conversations
b. Peer group
c. Desired associations
d. Memory - ANS Memory
What is Spreading Activation?
a. When nodes are energized and brought into working memory
b. The creation of new nodes
c. When consumers spread brand knowledge through conversation
d. An external cue - ANS When nodes are energized and brought into working memory
When does activation occur?
a. With only external cues
b. With either external or internal cues
c. With only internal cues
d. With social media-based marketing - ANS With either external or internal cues
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.
a. Internal cue
b. Coercive cue
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,c. External cue
d. Detrimental cue - 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.
a. Identify; differentiate
b. Differentiate; identify
c. Respond; attack
d. Separate; connect - ANS Identify; differentiate
Which of these is not a type of brand association?
a. Brand memories
b. Brand attributes
c. Brand benefits
d. Brand attitudes - ANS Brand memories
Automaticity in branding context means:
a. Initial evaluation of a brand is made automatic and efficient
b. A consumer's conscious decision to memorize aspects of a brand
c. The automatic reaction of consumers to a brand they have never encountered
d. The evaluation of a brand is brought to either conscious or subconscious thought -
ANS The evaluation of a brand is brought to either conscious or subconscious thought
A way of visually presenting where your brand is in consumer's minds is called a:
a. Brand attribute
b. Brand association
c. Brand recognition
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, d. Brand map - ANS Brand map
Brand associations within a brand map can also have ____ attached to them.
a. Price
b. Mood and emotion
c. Organization
d. Affiliation - ANS Mood and emotion
A brand map determines brand associations from the perspective of the:
a. Consumer
b. Competitor
c. Management
d. Board of Directors - ANS Consumer
When creating a brand map, a word cloud is always more useful than a table.
a. True
b. False - ANS False
The added value delivered by the brand over the functional benefits or book value is
called:
a. Brand evaluation
b. Brand recognition
c. Brand equity
d. Brand interest - ANS Brand equity
Book value of assets + Brand equity =
a. Price of brand
b. Consumer share of brand
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