Chapter 14 marketing

Which statement is true of brand loyalty?

Brand loyalty refers to consumers' steadfast allegiances to a brand, displayed through repeat purchases.

Which statement is true of packaging?

It can be used to reinforce brand image.

Which statement is true of brand extension?

It enables new products to profit from the recognition that a brand already enjoys.

Why is building brand equity essential for nonprofit organizations?

Nonprofits have complex missions that are hard to achieve.

A Nielsen survey of 18- to 34-year-olds shows that when this group posts a question or complaint on social media, they expect an answer

within 12 hours

A brand image can best be defined as

the unique set of associations that target customers make with a brand.

Social media tools are particularly important for nonprofit marketers because of

their low cost relative to other traditional brand-building media.

Enliven, a beverage manufacturer, has a business strategy concentrated on developing environmentally friendly products. It uses green-colored packaging to indicate the eco-friendly component of its products. This helps Enliven's products to stand out and be recognized easily. This scenario exemplifies the use of

brand marks

Capitalizing on its high brand equity, Phonetastic, a manufacturer of cell phone accessories, introduces a new product, Retracto, which is a retractable cell phone charging cord. After the successful rollout and high sales of Retracto, the company soon discovers that the sales volume of its existing phone chargers have dropped significantly. Which phenomena does this scenario exemplify?

cannibalization

If a company wants to adapt its brand to the global market, a useful approach would be to

ensure that the brand image remains the same from country to country.

A firm with high brand equity

facilitates the firm to expand into new markets.

About 40 consumers are participating in a focus group moderated by marketers. They are asked to list terms and phrases that occur to them when they hear the brand name, 'Mix Master.' The marketers of the brand use the consumers' responses to gain insight into what consumers think of the brand. This scenario is a typical example of

free association

Using qualitative research for measuring brand equity will

help in identifying the sources of brand equity.

An advantage of co-branding is that

it allows a firm to leverage the equity of another brand to increase its own brand equity.

AcheAway, a painkiller, is a low-cost product developed by Universal Pharmacy, a popular retail chain in the United States. It is sold exclusively in Universal's stores. In this case, AcheAway is an example of a ________ brand.

private label

In an online survey, Urban Feel, an existing clothing brand, asked its consumers to compare the brand to a musician. The idea behind this is that the musician chosen by a consumer will reflect that consumer's perception of the brand. This kind of research exemplifies

projective technique

The vast majority of consumers interact with firms on social media to

receive discounts or special promotions.

Brand ________ refers to the degree to which customers can identify a brand under a variety of circumstances.

recognition

Solo is a new restaurant chain in the United States. The chain has a strong online presence in the form of a website and on many review sites. Solo wants to capture its presence on blogs posted by customers. Solo can then post links to these blogs on its website, which will serve as testimonials. Which of the following tools should Solo use?

social mention

What has contributed to the success of U.S. brands in the global market?

the emergence of social networking tools such as Facebook and Twitter