MKTG 6215 Study Guide for Final Exam_Fall 2014

MKTG 6215 Study Guide for Final Exam_Fall 2014 - 1 MKTG...

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1 MKTG 6215 Marketing Management Study Guide for Final Exam Length: 120 minutes Total score: 30 points Structure of the exam: Multiple choice questions (.5X 44= 22 pts) and short answer questions (8 pts) Please bring a scantron (Form No. 882-E) pencil, and a calculator with you!! The exam covers the following chapters and some materials we discussed in class (the Harvard Business Cases excluded). Chapter 9 & 10 Branding What are brand and branding What is brand equity o Advantages of strong brands o Customer-based brand equity o Brand resonance pyramid 1 o Building brand equity Brand elements and choice criteria Integrated marketing activities Secondary associations (secondary source of brand knowledge ) Brand communities o Measuring brand equity Brand audit Brand-tracking studies Brand value chain o Managing brand equity Branding strategies o How to brand new products Developing new brand elements Apply existing brand elements Combine new and existing elements o Branding decisions Individual brand names Company brand
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