4550 Ch 2 Pre Test and Quiz Questions

Maria is asked by a market researcher to tell him the particular thoughts and feelings she has about Starbuck's coffee. A particular thought or feeling that comes to Maria's mind is known as a(n) _____. A. association B. brand dimension C. cognition D. brand link E. think-feel linkage

A. association

This dimension includes brands that down-to-earth, honest, wholesome, and cheerful. A. sincerity B. sophistication C. competence D. excitement E. ruggedness

A. sincerity

The pinnacle of brand-name awareness that exists when your company's brand is the first brand that consumers recall when thinking about brands in particular product category is known as ____ A. top-of-mind awareness (TOMA) B. tip-of-the-tongue awareness (TOTA) C. recognition D. top-of-class awareness (TOCA) E. top-of-category awareness (TOCA)

A. top-of-mind awareness (TOMA)

When two or more brands enter into a partnership that potentially serves to enhance both brands' equity and profitability, ____ has occurred A. house-branding B. cross-branding C. multi-branding D. family-branding B. co-branding

B. co-branding

Marketing communicators _____ associations for their brands by connecting them with other objects that already possess well-known meaning. A. locate B. leverage C. define D. change E. advertise

B. leverage

From the marketer's standpoint, marcom's objective is to ultimately affect _____. A. brand equity B. sales volume and revenue C. brand image D. investment E. brand awareness

B. sales volume and revenue

What is necessary to create favorable, strong, and unique associations about a brand? A. co-branding B. sustained marketing communications C. brand preference D. heavy mass media advertising E. ingredient-branding

B. sustained marketing communications

The most important requirement for co-branding is that _____. A. the two products are manufactured by the same firm B. there is a common fit between the two brands C. the two products have the same target market D. the two products are not directly competing against each other E. the two brands are similar in price

B. there is a common fit between the two brands

Luxury items, such as Rolex watches, generally score high on which brand-related personality dimension? A. Competence B. Sincerity C. Ruggedness D. Sophistication E. Excitement

D. Sophistication

____ refers to the extent to which a brand name comes to mind when consumers think about a particular product category and the case with which the name is evoked. A. brand loyalty B. brand image C. brand attributes D. brand awareness E. brand preference

D. brand awareness

Creating and increasing brand loyalty results in corresponding increase in the value of the ___. A. product position B. target market C. market share D. brand equity E. firm

D. brand equity

Managers learn from the analytic aspect of marketing mix modeling which marcom elements are outperforming others and can then use this statistical information to ___. A. construct more appropriate messages for their target market B. develop new products and services C. reposition products to better meet the needs of consumers D. shift budget from program element to element E. identify new markets for their products and/or services

D. shift budget from program element to element

Which of the following dimensions contains brands that are upscale and charming such as Cartier? A. excitement B. sincerity C. ruggedness D. sophistication E. competence

D. sophistication

From the perspective of the customer or consumer, ____ is the extent to which they are familiar with the brand and have stored in their memory favorable, strong, and unique brand associations. A. brand awareness B. brand image C. brand effectiveness D. brand preference E. brand equity

E. brand equity

From the perspective of the customer or consumer, _____ is the extent to which they are familiar with the brand and have stored in their memory favorable, strong, and unique brand associations. A. brand preference B. brand image C. brand effectiveness D. brand awareness E. brand equity

E. brand equity

When two or more brands enter into a partnership that potentially serves to enhance both brands' equity and profitability, _____ has occurred. A. family-branding B. cross-branding C. multi-branding D. house-branding E. co-branding

E. co-branding

Whatever the measure chosen, any effort to meaningfully assess marcom performance necessitates having data that are ____. A. communication-based and sales-based B. normal and bi-modal C. representative and normal D. short-term and long-term E. reliable and valid

E. reliable and valid

Luxury items, such as Rolex watches, generally score high on which brand-related personality dimension? A. ruggedness B. competence C. excitement D. sincerity E. sophistication

E. sophistication

Managers learn from the analytic aspect of marketing mix modeling which marcom elements are outperforming others and can then use this statistical information to _____. A. reposition products to better meet the needs of consumers B. construct more appropriate messages for their target market C. shift budgets from program element to element D. identify new markets for their products and/or services E. develop new products and services

C. shift budgets from program element to element

Associations about locations and structures such as Ellis Island and the Lincoln Memorial are passed on through _____. A. active synthesis B. brand awareness C. socialization D. marcom E. the media

C. socialization