mktg exam 2 (chapters 7 - 14)
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1. what are the 2 functions of a brand? identify and differ-
a) identify and differentiate entiate
b) locate and determine
c) market and recruit
d) compete and improve
2. what are the 2 parts that make up a brand? brand name and
a) brand product and brand name brand mark
b) brand name and brand mark
c) brand price and brand issue
d) brand label and brand price
3. the primary value of a brand for consumers is the: reduction of per-
a) ability to compare prices ceived risk
b) association with target groups
c) definition of corporate social responsibility
d) reduction of perceived risk
4. seeing a brand can cause consumers to automatical- true
ly think of the attributes of the firm.
true or false
5. the brand resides in the consumer's: memory
a) conversations
b) desired associations
c) memory
d) peer group
6. what is spreading activation? when nodes are
a) when consumers spread brand knowledge through energized and
conversation brought into work-
b) an external cue ing memory
c) the creation of new nodes
d) when nodes are energized and brought into work-
ing memory
7. when does activation occur? with either ex-
a) with only internal cues ternal or internal
b) with either external or internal cues cues
, mktg exam 2 (chapters 7 - 14)
Study online at https://quizlet.com/_ev9kwh
c) with only external cues
d) with social-media based marketing
8. Addi is driving from Stillwater to Dallas, and sees a external cue
McDonald's sign with golden arches (but no words).
She automatically begins to think of her hunger. What
kind of cue activated this thought?
a) internal cue
b) external cue
c) coercive cue
d) detrimental cue
9. brand awareness is associated with the ability of the identify; differenti-
brand to __________ who is offering a product or ate
service, while brand association is associated with
the ability of the brand to ____________ from com-
petitors.
a) differentiate; identify
b) identify; differentiate
c) respond; attack
d) separate; connect
10. which of these is not a type of brand association? brand memories
a) brand attributes
b) brand benefits
c) brand memories
d) brand attitudes
11. automaticity in a branding context means: the evaluation of a
a) the evaluation of a brand is brought to either con- brand is brought to
scious or subconscious thought either conscious
b) a consumer's conscious decision to memorize as- or subconscious
pects of a brand thought
c) initial evaluation of a brand is made automatic and
efficient
d) the automatic reaction of consumers to a brand
they have never encountered
12. a way of visually presenting where your brand is in brand map
consumers' minds is called a:
, mktg exam 2 (chapters 7 - 14)
Study online at https://quizlet.com/_ev9kwh
a) brand map
b) brand association
c) brand attribute
d) brand recognition
13. brand associations within a brand map can also have mood and emotion
________ attached to them.
a) organization
b) mood and emotion
c) price
d) affiliation
14. a brand map determines brand associations from the consumer
perspective of the:
a) board of directors
b) management
c) consumer
d) competitor
15. when creating a brand map, a word cloud is always false
more useful than a table.
true or false
16. the added value delivered by the brand over the func- brand equity
tional benefits or book value is called:
a) brand evaluation
b) brand equity
c) brand interest
d) brand recognition
17. book value of assets + brand equity = market value of
a) market share in industry brand
b) consumer share of brand
c) market value of brand
d) price of brand
18. Brand equity starts as a ________ concept, but ends psychological;
up having a real ________ effect. monetary
a) potential; realized
b) inconclusive; mediated
, mktg exam 2 (chapters 7 - 14)
Study online at https://quizlet.com/_ev9kwh
c) monetary; psychological
d) psychological; monetary
19. the "magic lesson" teaches us how to turn what into what consumers
dollars? know about the
a) negative reputation of the brand or firm brand
b) how competitors adjust in response to the brand
c) the price of bestselling products
d) what consumers know about the brand
20. which of these is not a way to turn brand equity into price competition
dollar value?
a) word of mouth
b) brand extension
c) licensing
d) price competition
21. If Oreo cookies come out with a new flavor of s'mores promotional ad-
Oreo cookies, what are they using in order to turn vantage
brand equity into dollars?
a) product purchase
b) promotional advantage
c) word of mouth
d) licensing
22. the example of the purchase of the PanAm brand brands can have
demonstrates how: value beyond the
a) promotional advertising can save a business book value of the
b) brands are unable to expand past their original firm
industries
c) brands can have value beyond the book value of
the firm
d) brands are worthless without assets as collateral
23. an agreement whereby a company permits another brand licensing
organization to use its brand on other products for a
fee is defined as:
a) franchising
b) brand addition
Study online at https://quizlet.com/_ev9kwh
1. what are the 2 functions of a brand? identify and differ-
a) identify and differentiate entiate
b) locate and determine
c) market and recruit
d) compete and improve
2. what are the 2 parts that make up a brand? brand name and
a) brand product and brand name brand mark
b) brand name and brand mark
c) brand price and brand issue
d) brand label and brand price
3. the primary value of a brand for consumers is the: reduction of per-
a) ability to compare prices ceived risk
b) association with target groups
c) definition of corporate social responsibility
d) reduction of perceived risk
4. seeing a brand can cause consumers to automatical- true
ly think of the attributes of the firm.
true or false
5. the brand resides in the consumer's: memory
a) conversations
b) desired associations
c) memory
d) peer group
6. what is spreading activation? when nodes are
a) when consumers spread brand knowledge through energized and
conversation brought into work-
b) an external cue ing memory
c) the creation of new nodes
d) when nodes are energized and brought into work-
ing memory
7. when does activation occur? with either ex-
a) with only internal cues ternal or internal
b) with either external or internal cues cues
, mktg exam 2 (chapters 7 - 14)
Study online at https://quizlet.com/_ev9kwh
c) with only external cues
d) with social-media based marketing
8. Addi is driving from Stillwater to Dallas, and sees a external cue
McDonald's sign with golden arches (but no words).
She automatically begins to think of her hunger. What
kind of cue activated this thought?
a) internal cue
b) external cue
c) coercive cue
d) detrimental cue
9. brand awareness is associated with the ability of the identify; differenti-
brand to __________ who is offering a product or ate
service, while brand association is associated with
the ability of the brand to ____________ from com-
petitors.
a) differentiate; identify
b) identify; differentiate
c) respond; attack
d) separate; connect
10. which of these is not a type of brand association? brand memories
a) brand attributes
b) brand benefits
c) brand memories
d) brand attitudes
11. automaticity in a branding context means: the evaluation of a
a) the evaluation of a brand is brought to either con- brand is brought to
scious or subconscious thought either conscious
b) a consumer's conscious decision to memorize as- or subconscious
pects of a brand thought
c) initial evaluation of a brand is made automatic and
efficient
d) the automatic reaction of consumers to a brand
they have never encountered
12. a way of visually presenting where your brand is in brand map
consumers' minds is called a:
, mktg exam 2 (chapters 7 - 14)
Study online at https://quizlet.com/_ev9kwh
a) brand map
b) brand association
c) brand attribute
d) brand recognition
13. brand associations within a brand map can also have mood and emotion
________ attached to them.
a) organization
b) mood and emotion
c) price
d) affiliation
14. a brand map determines brand associations from the consumer
perspective of the:
a) board of directors
b) management
c) consumer
d) competitor
15. when creating a brand map, a word cloud is always false
more useful than a table.
true or false
16. the added value delivered by the brand over the func- brand equity
tional benefits or book value is called:
a) brand evaluation
b) brand equity
c) brand interest
d) brand recognition
17. book value of assets + brand equity = market value of
a) market share in industry brand
b) consumer share of brand
c) market value of brand
d) price of brand
18. Brand equity starts as a ________ concept, but ends psychological;
up having a real ________ effect. monetary
a) potential; realized
b) inconclusive; mediated
, mktg exam 2 (chapters 7 - 14)
Study online at https://quizlet.com/_ev9kwh
c) monetary; psychological
d) psychological; monetary
19. the "magic lesson" teaches us how to turn what into what consumers
dollars? know about the
a) negative reputation of the brand or firm brand
b) how competitors adjust in response to the brand
c) the price of bestselling products
d) what consumers know about the brand
20. which of these is not a way to turn brand equity into price competition
dollar value?
a) word of mouth
b) brand extension
c) licensing
d) price competition
21. If Oreo cookies come out with a new flavor of s'mores promotional ad-
Oreo cookies, what are they using in order to turn vantage
brand equity into dollars?
a) product purchase
b) promotional advantage
c) word of mouth
d) licensing
22. the example of the purchase of the PanAm brand brands can have
demonstrates how: value beyond the
a) promotional advertising can save a business book value of the
b) brands are unable to expand past their original firm
industries
c) brands can have value beyond the book value of
the firm
d) brands are worthless without assets as collateral
23. an agreement whereby a company permits another brand licensing
organization to use its brand on other products for a
fee is defined as:
a) franchising
b) brand addition
