MKT 4385 FINAL EXAM QUESTIONS WITH VERIFIED
ANSWERS
Correct 167
Incorrect 00
1 of 167
Definition
1. Ensure identification of the brand with customers and an association
of the brand in customers' minds
2. Establish the totality of brand meaning in the minds of consumers
3. Elicit the proper customer responses to the brand identification and
brand meaning
4. Convert brand response to create an intense, active loyalty
relationship between customers and the brand
Give this one a try later!
establishing brand awareness curse of success
risks in product decisions 4 steps of brand building
, Don't know?
2 of 167
Term
The financial value of a brand is captured in the brand ___ _.
a) names
b) marks
c) equity
d) extensions
Give this one a try later!
c) equity b) marks
c. credibility b) Planning
Don't know?
3 of 167
Definition
lead offers a deeper assessment of needs, time frame, and price
preferences and allows company deeper access to help create value
,company communicates total value of offering to lead and how this
offering compares to competition, often with proposal written to meet
opportunity needs & specs
Give this one a try later!
CLV: i B2B PF: advocacy
B2B PF: consideration CLV: ACs
Don't know?
4 of 167
Definition
- Funnel stages should reflect observable customer actions
- The funnel and its metrics should be carefully negotiated within the
company
- The funnel should be jointly managed by marketing and sales
- Funnel metrics should be used to guide strategy adjustments
Give this one a try later!
funnel management funnel metrics 3
from ideas to market branded differentiators
, Don't know?
5 of 167
Definition
Identify valuable potential customers
Move them through their first purchase
Bring right quantity of high-quality customers to the process
Keep them engaged through to purchase
Give this one a try later!
focus on price discounts for quick short-term transactions for immediate
wins sales
temporary engagement for seasonal longer-term relationships for
promotions customer equity
Don't know?
6 of 167
Definition
customer provides positive word of mouth and referrals to new
prospects
ANSWERS
Correct 167
Incorrect 00
1 of 167
Definition
1. Ensure identification of the brand with customers and an association
of the brand in customers' minds
2. Establish the totality of brand meaning in the minds of consumers
3. Elicit the proper customer responses to the brand identification and
brand meaning
4. Convert brand response to create an intense, active loyalty
relationship between customers and the brand
Give this one a try later!
establishing brand awareness curse of success
risks in product decisions 4 steps of brand building
, Don't know?
2 of 167
Term
The financial value of a brand is captured in the brand ___ _.
a) names
b) marks
c) equity
d) extensions
Give this one a try later!
c) equity b) marks
c. credibility b) Planning
Don't know?
3 of 167
Definition
lead offers a deeper assessment of needs, time frame, and price
preferences and allows company deeper access to help create value
,company communicates total value of offering to lead and how this
offering compares to competition, often with proposal written to meet
opportunity needs & specs
Give this one a try later!
CLV: i B2B PF: advocacy
B2B PF: consideration CLV: ACs
Don't know?
4 of 167
Definition
- Funnel stages should reflect observable customer actions
- The funnel and its metrics should be carefully negotiated within the
company
- The funnel should be jointly managed by marketing and sales
- Funnel metrics should be used to guide strategy adjustments
Give this one a try later!
funnel management funnel metrics 3
from ideas to market branded differentiators
, Don't know?
5 of 167
Definition
Identify valuable potential customers
Move them through their first purchase
Bring right quantity of high-quality customers to the process
Keep them engaged through to purchase
Give this one a try later!
focus on price discounts for quick short-term transactions for immediate
wins sales
temporary engagement for seasonal longer-term relationships for
promotions customer equity
Don't know?
6 of 167
Definition
customer provides positive word of mouth and referrals to new
prospects
