Marketing Exam 2 - Chapter 7

Which of the following is the best example of a brand mark?

Nike swoosh

Branding strategies involve much more than developing a clever brand name, or brandmark. To be truly effective, a branch of succinctly capture the total offering in a way that.:

Answers a question in the customer's mind

What is the overall goal of effective corporate branding?

To build an enhance the organizations reputation

Walmart offers many different private label brands, including Sam's choice, equate, and Ol' Roy. Overall, what is the primary reason that Walmart would offer these and other private label brands??

Increase profit margin

Best Buy offers many different manufactured name brands, including HP Panasonic Sony and cannon. Which of the following is a primary reason that Best Buy would offer these and other manufacturer brands?

Reduced marketing costs

Procter & Gamble is well known for a use of _______ branding because every product in P&G's portfolio has a different brand name

Individual

If you purchase a notebook computer from you will note several brand insignas on the outside such as Dell, Intel, and Microsoft Windows. What type of branding strategy does this example represent?

Co-branding

Romeo recently launched a new version of his popular Angry Birds game called Angry Birds Star Wars. What type of brand alliance does this represent?

Brand licensing

When megan went to buy groceries, she found everything on her list except pampers's diapers. While the store had other competing brands in stock, megan left and drove 5 miles to the next store where she found the pampers. It appears that megan exhibits a high degree of ______ for pampers diapers.

Brand insistence

While madison was shopping for coffee makers at target, she recognize many of the brands that were available. Although she was looking for a machine made by Mr. coffee, she bought a coffee maker by Hamilton Beach because target was all out of Mr. coffee machines. What type of brand loyalty is madison exhibiting?

Brand preference

One way of looking at is _____ to consider the marketing and financial value associated with a brand position in the marketplace

Brand equity

Which of the following is not a function or potential function of packaging?

Integration

Overall, what is the difference between differentiation and positioning?

Differentiation is about creating differences among competing products, while positioning is about creating a mental image in the consumers mind

As a tool of position, positioning, strategy, perceptual maps illustrate two basic issues. First, they indicate brand/products that are similar in terms of relative mental position. Second they illustrate.:

Voids in the current mindscape for a product category

Without a doubt, the most important tool of differentiation is:

The brand

With respect to the product's descriptors, the product's _____communicate(s) how the product behaves, hopefully in a fashion that is distinctive and appealing to the customer

Advantages

One of the most common marketing goals during the introduction stage of the product life cycle is to:

Engage in customer, education activities

Which day of the product lifecycle has (1) establishing a strong defensible market position and (2) achieving financial objectives that repay investment as its main priorities?

Growth

During the maturity stage of the product lifecycle, a firm has four general goals that can be pursued. Which of the following is not one of these options?

Digest the product

Firms using ________ approach during the declined stage of the product lifecycle will gradually reduce marketing expenses and use a less resource intensive marketing mix

Harvesting