Marketing Final Exam

Product obj 10 4 top aacsb reflective msc blooms

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Unformatted text preview: B&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 68. The value of company and brand names is referred to as: a. brand equity b. brand loyalty c. brand power d. brand equivalency e. brand strength ANS: A A brand that has high awareness, perceived quality, and brand loyalty among customers has high brand equity. PTS: 1 REF: 162 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 69. According to recent market research, Google is one of the most valuable brands in the world. According to this research, the company and its well-known name are worth about $86 billion. This research indicates that Google has a high: a. brand loyalty hierarchy b. evoked set c. brand quality standard d. perceptual expectation e. brand equity ANS: E The term brand equity refers to the value of company and brand names. PTS: 1 REF: 162 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 70. A(n) _____ refers to a brand that obtains at least a third of its earnings from outside its home country. a. b. c. d. e. evoked set global brand equity brand name master brand ethnocentric trademark ANS: B This is the definition of a global brand. PTS: 1 REF: 162 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 71. Rexona, marketed by Unilever (a Dutch company), is the world’s number one deodorant brand. The brand is a leader in Europe, South America, Asia, Africa, and the Middle East. Rexona is an example of a: a. master brand b. global brand c. cannibalized brand d. standard brand e. family brand ANS: B At least one third of a global brand is sold outside its home country. PTS: 1 REF: 162 Thinking KEY: CB&E Model Product 72. What is the best generator of repeat sales? a. b. c. d. e. OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application Advertising Sales promotion Brand equity Satisfied customers Global brand ANS: D Satisfied customers are the best generator of repeat sales. PTS: 1 REF: 162 Thinking KEY: CB&E Model Customer OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Evaluation 73. A consumer who consistently and repeatedly purchases the same brand is said to have: a. brand loyalty b. product equity c. product loyalty d. product repetition e. store loyalty ANS: A Brand loyalty is a consistent preference for one brand over all others. Product loyalty could easily involve a variety of brands. PTS: 1 REF: 162 Thinking KEY: CB&E Model Customer OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 74. Brand loyalty can: a. b. c. increase product diffusion encourage competition shorten the amount of time a product spends in the maturity stage help ensure repeat sales sell a bad product d. e. ANS: D Brand loyalty ensures repeat and regular sales. PTS: 1 REF: 162 Thinking KEY: CB&E Model Customer OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 75. The brand name of a manufacturer is known as a(n) _____ brand. a. privat...
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This document was uploaded on 09/29/2013.

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