MKT 372 CORE REVIEWS ANSWERS AND QUESTIONS
SET A+
✔✔Conceptual names:
A) capture the essence of the idea behind the brand
B) contain recognizable words or word parts that imply what the company is about
C) do not reflect the company's goods or services, but instead something that is unique,
different, and memorable
D) reveal what the company does - ✔✔A) capture the essence of the idea behind the
brand
✔✔Iconoclastic names:
A) reveal what the company does
B) capture the essence of the idea behind the brand
C) contain recognizable words or word parts that imply what the company is about
D) do not reflect the company's goods or services, but instead something that is unique,
different, and memorable - ✔✔D) do not reflect the company's goods or services, but
instead something that is unique, different, and memorable
✔✔Logos help with in-store shopping because:
A) they are more readily recognized by shoppers
B) they move traffic past goods which are not being purchased
C) they are a form of clutter
D) consumers have made up their minds prior to arrival - ✔✔A) they are more readily
recognized by shoppers
✔✔Stimulus codability is:
A) a form of brand name
B) the perception that the brand is known
C) consensually held meanings among customers
D) another name for product positioning - ✔✔C) consensually held meanings among
customers
✔✔The symbol used to identify a company and its brands is a(n)
, A) trademark
B) patent
C) icon
D) logo - ✔✔D) logo
✔✔When a logo elicits shared meanings across consumers, it exhibits:
A) stimulus codability
B) reliability
C) consensus
D) referent response - ✔✔A) stimulus codability
✔✔McDonald's arches create shared meaning across consumers in the United States
and around the world, which mean they exhibit:
A) duality
B) stimulus codability
C) brand endurance
D) brand equity - ✔✔B) stimulus codability
✔✔A logo with a consensually held meaning, such as the Prudential Rock, displays:
A) brand prominence
B) stimulus codability
C) brand parity
D) product positioning - ✔✔B) stimulus codability
✔✔Corporate logos:
A) are unrelated to image but are related to positioning
B) help with recall of advertisements and brands
C) usually are inexpensive to develop
D) increase search time in product purchase decisions - ✔✔B) help with recall of
advertisements and brands
✔✔Quality logos and corporate names should pass each of the following tests, except:
A) be similar to others in the industry
B) be familiar
C) elicit a consensual meaning among those in the firm's target market
D) evoke positive feelings - ✔✔A) be similar to others in the industry
✔✔The Nike Swoosh is an example of a:
A) brand
B) package
C) label
D) logo - ✔✔D) logo
SET A+
✔✔Conceptual names:
A) capture the essence of the idea behind the brand
B) contain recognizable words or word parts that imply what the company is about
C) do not reflect the company's goods or services, but instead something that is unique,
different, and memorable
D) reveal what the company does - ✔✔A) capture the essence of the idea behind the
brand
✔✔Iconoclastic names:
A) reveal what the company does
B) capture the essence of the idea behind the brand
C) contain recognizable words or word parts that imply what the company is about
D) do not reflect the company's goods or services, but instead something that is unique,
different, and memorable - ✔✔D) do not reflect the company's goods or services, but
instead something that is unique, different, and memorable
✔✔Logos help with in-store shopping because:
A) they are more readily recognized by shoppers
B) they move traffic past goods which are not being purchased
C) they are a form of clutter
D) consumers have made up their minds prior to arrival - ✔✔A) they are more readily
recognized by shoppers
✔✔Stimulus codability is:
A) a form of brand name
B) the perception that the brand is known
C) consensually held meanings among customers
D) another name for product positioning - ✔✔C) consensually held meanings among
customers
✔✔The symbol used to identify a company and its brands is a(n)
, A) trademark
B) patent
C) icon
D) logo - ✔✔D) logo
✔✔When a logo elicits shared meanings across consumers, it exhibits:
A) stimulus codability
B) reliability
C) consensus
D) referent response - ✔✔A) stimulus codability
✔✔McDonald's arches create shared meaning across consumers in the United States
and around the world, which mean they exhibit:
A) duality
B) stimulus codability
C) brand endurance
D) brand equity - ✔✔B) stimulus codability
✔✔A logo with a consensually held meaning, such as the Prudential Rock, displays:
A) brand prominence
B) stimulus codability
C) brand parity
D) product positioning - ✔✔B) stimulus codability
✔✔Corporate logos:
A) are unrelated to image but are related to positioning
B) help with recall of advertisements and brands
C) usually are inexpensive to develop
D) increase search time in product purchase decisions - ✔✔B) help with recall of
advertisements and brands
✔✔Quality logos and corporate names should pass each of the following tests, except:
A) be similar to others in the industry
B) be familiar
C) elicit a consensual meaning among those in the firm's target market
D) evoke positive feelings - ✔✔A) be similar to others in the industry
✔✔The Nike Swoosh is an example of a:
A) brand
B) package
C) label
D) logo - ✔✔D) logo
