MKTG Mini Quiz06

MKTG Mini Quiz06 - All 6 One of the ways to leverage brand equity is to engage in where you allow others to use your brand name for a fee or other

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All 6 One of the ways to leverage brand equity is to engage in ____________ where you allow others to use your brand name for a fee or other compensation? e. Licensing One of the reasons Johnson and Johnson's Tylenol brand pain reliever is such a powerful brand is because the company pulled the product off of grocery store shelves when there was a threat of possible product tampering. They did this even though it cost them money. This is an example of defending the __________ of the brand? e. Quality Max was the brand manager for a pet food company that was to introduce a new brand of dog food. Through research, they had discovered that many dogs do not get enough exercise and this new dog food had stimulants added to give these sedate dogs energy. He thought of the brand name "Playful Puppy" and asked your opinion. You said? e. You said all of these things, and meant them. Which of the following is NOT a functional benefit of packaging? e. Acting as a silent salesperson A major disadvantage of _________________ is that it can be very expensive to create a brand identity for each product. e. Individual product branding _______________ measures the difference between what a customer's expectation of service experience and the customers actual experience with the service? d. Gap analysis Frodo was a massage therapist. He was very good at dealing with lower back pain. In his waiting room, he had a framed photograph of Sylvester Stallone along with a letter from the celebrity saying that Frodo was the best massage therapist in the world. Sylvester Stallone appeared in all of Frodo's print and radio advertisements as well. . Frodo was using the ___________ approach to making his service seem 'real'? b. Association. When you are dealing with the ___________ characteristic of a service, one approach to marketing services is to make the service seem 'real' ? a. Intangibility Paolo was applying for a new job. He sent his best suit to the dry cleaners so he would be ready in case he had an opportunity for a job interview. the dry cleaner is an example of a(n) _____________ service? a. Possession processing
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Marketers and lawyers disagree about what is the best thing to do when you make a mistake in delivering a service. Marketers are likely to b. Admit to making a mistake and work with the customer to resolve the problem. Brand equity is the value a brand name adds to a product. This value can be expressed in terms of? c. These are all expressions of the value of brand equity. Warranties can be either expressed or implied. An expressed warranty means that? b. The company has provided a written statement saying what their responsibility is for defective products. A ______________ or _______________ is usually the property of the retailer that distributes and/or sells a product? c. Private-label brand, middleman brand
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This note was uploaded on 09/20/2011 for the course MKTG 431 taught by Professor Brucerobertson during the Spring '07 term at S.F. State.

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MKTG Mini Quiz06 - All 6 One of the ways to leverage brand equity is to engage in where you allow others to use your brand name for a fee or other

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