MKT 640 PT 1

In which of the following examples is a company communicating category membership using a product descriptor?

Barry's Oats, when you want nutrition and flavor.

SJC is a new retailer that targets the youth market. SJC needs to make an impression using advertising, and decides to use funny or irreverent ads to get its point across. Each ad features one of SJC's competitors and conveys an advantage SJC has over that competitor. Which of the following is the company using to convey its membership in the retail segment?

Comparing to exmplars

________ brand equity is the differential effect that brand knowledge has on consumer response to the marketing of that brand.

Customer-based

Which of the following criteria relates to the company having the internal resources and commitment to feasibly and profitably create and maintain the brand association in the minds of consumers?

Deliverability

Which of the following criteria relates to consumers seeing the brand association as personally relevant to them?

Desirability

A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following?

Dove soap helps users have softer skin.

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs. ________ is about mixing and matching marketing activities to maximize their individual and collective effects.

Integrated marketing

Suppliers who are dependable in their on-time delivery, order completeness, and order-cycle time are most likely to be differentiated based on ________.

Reliability

BMW's "The ultimate driving machine," American Express' "Don't leave home without it," New York Times' "All the news that's fit to print," and AT&T's "Reach out and touch someone" are all examples of brand ________.

Slogan

According to BrandAsset® Valuator model, energized differentiation and relevance, the two pillars of brand equity combine to determine what is called brand ________.

Strength

Which of the following best describes a car company's value proposition?

We sell the safest, most durable wagon.

With respect to powerful brand elements, ________ is an extremely efficient means to build brand equity. This element functions as a useful "hook" to help consumers grasp what the brand is and what makes it special.

a slogan

Which of the following is a defensive criterion for choosing brand elements?

adaptable

Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.

brand extensions

Singapore Airlines is well regarded in large part because of the excellence of its flight attendants. This is an example of ________ differentiation.

employee

With respect to the "six brand building blocks," brand ________ describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs.

imagery

Brand ________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company's own employees understand what the brand represents.

mantras

Aromas Inc. introduced a new line of shower gels. To analyze consumer reaction, the company interviewed people who bought them. When Sarah was asked why she had chosen the new shower gel, she said she bought it because a friend recommended it. Sarah is at which level of the BrandDynamics Pyramid?

prescence

With respect to the "six brand building blocks," brand ________ describes the relationship customers have with the brand and the extent to which they feel they're "in sync" with it.

resonance

Red Bull enlisted college students as "Red Bull student brand managers" to distribute samples, research drinking trends, design on-campus product promotion activities, and write stories for student newspapers. From a marketing management perspective, which of the following brand equity drivers is most applicable in the given scenario?

the product and all accompanying marketing activities and supporting marketing programs