Quiz 4

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.

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

WD40 offers a Smart Straw version of its popular multipurpose lubricant with a built-in straw that pops up for use. This is an example of which of the following main strategies for growing the core of the business?

Offer the core product in new formats or versions.

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

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

Appy Juices, a company that manufactures bottled water, diversified into soft drinks before any of its opponents could launch a diversified product. This would be an example of a(n) ________ attack.

bypass

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 exemplars

As a market follower strategy, the ________ duplicates the leader's product and packages and sells it on the black market or through disreputable dealers.

counterfeiter

After a couple of years of successful business, an experimental theatre company based in Aurora is unable to sell tickets for its theatre shows. They have been using profits from previous shows to run the business. The company is in the ________ phase of its life cycle.

decline

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

Christian Louboutin is a footwear designer who launched his line of high-end women's shoes in France in 1991. Since 1992, his designs have incorporated the shiny, red-lacquered soles that have become his signature. These red-lacquered soles and high stilettos of Louboutin distinguish him from other designer shoe brands. In accordance with the BrandAsset® Valuator model, which of the following components of brand equity has Louboutin fulfilled in this scenario?

energized differentiation

According to the BrandAsset® Valuator model, strong new brands show ________.

higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still

The TelePizza chain, which operates in Europe and Latin America, has copied Domino's service model but maintains differentiation in terms of location. TelePizza is an example of a(n) ________.

imitator

The ________ copies some things from the leader but differentiates on packaging, advertising, pricing, or location.

imitator

According to the BrandAsset® Valuator model, which of the components of brand equity measures how aware and familiar consumers are with the brand?

knowledge

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

When a firm looks for new users in groups that might use a product but do not already use the product, the firm is using the ________ strategy.

market-penetration

Which of the following "building block levels" corresponds to the branding objectives of points-of-parity and difference?

performance and imagery

Newman Inc. is a company that manufactures saddles specifically for horses that race in derbies in the United States and the United Kingdom. Within this context the firm is exhibiting the role of a ________ specialist.

product-line

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

reliability

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

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

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