Marketing Strategy Quiz 4

_____is the total combined customer lifetime values of all the company’s customers.

Customer Equity

According to the Asssciative Network Memory Model, _____(e)s represent stored information or concepts.

Node

_______is a function of recognition and recall, and brand image, which reflects the associations consumers hold for the brand in memory.

Brand Awareness

______(e)s are informational nodes linked to the brand node in memory.

Brand Association

According to the Associative Network Memory Model, ________(e)s represent the strength of association between the nodes.

Link

________refers to the differential effect knowing that the brand name has on customer response to the product or its marketing.

Brand Equity

Which of the following is NOT a function provided by brands to consumers?

Help organizing inventory and accounting records

The following figure is an example of_____.

Brand associations

Branding can add consumer value to a product.

True

The fundamental asset underlying brand equity is_____-the value of the customer relationships that the brand creates.

customer equity

Brands can provide predictability and security of demand for the firm ad create barriers of entry for competitors.

True

Chicken if the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has brand_____.

equity

A brand has positive brand equity when consumer react more favorably to it than to a generic or unbranded version of the same product.

True

Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?

brand valuation

In regconition tests, the consumer is shown a brand symbol or logo and asked wheter he or she remebers seeing it and can remember any of its salient points

True

Major brand marketers often spend huge amounts on advertising to create brand______and to build preference and loyalty.

awareness

“Please tell me all the brands of XX you can think of.” is an example of _____tests

Unaided recall

Brands can reduce the search costs of consumers looking to purchase products

True