MKT 305 Exam queries and answers
graded 100%
Life World Emplacement - ANS✅✅making a claim to enduring authenticity by appealing to the
history of the brand & its artisan/enthusiast authenticity
e.g., Patagonia, Cliff Bars, Nike, Apple, Tony Hawk, Starbucks
Coat-tailing on Cultural Epicenters (i.e., Tribal marketing) - ANS✅✅weaving brands into centers of
cultural innovation (youth cultures, urban cultures, consumption communities) and becoming a
brand of choice among those in the epi-centers.
Diesel and high fashion and art communities
•Apple and the "hipster" subculture
•Vans and skateboard community
•Quicksilver and Surfing community
•Patagonia and outdoor adventure enthusiasts•Subaru and outdoor fitness enthusiasts •Sprite and
hip hop culture
•Redbulland Extreme Sports
•Mt. Dew and NASCAR
Ironic, Reflexive Brand Persona - ANS✅✅Marketing campaigns that persuade by not seeking to
persuade;
•Often satirize or subvert the conventions of advertising
•Self-reflexive advertising
Stealth branding - ANS✅✅Marketing techniques that appear to be grassroots or consumer driven
•recruiting socially connected "cultural insiders" to promote brands & other techniques that mask
marketing intent-Amplified by social media
»KhloéKardashian reportedly earns around $13,000 every time she tweets things like, "Want to
know how Old Navy makes your butt look scary good?" to her 13.6 million followers.
, Culture Jamming - ANS✅✅A more subversive activity that seeks to raise political consciousness by
using the conventions of advertising and marketing against themselves
Sovereignty inflation - ANS✅✅Choosing among brand resources feels like a burden rather than an
act of freedom
Lateral Exchange Markets - ANS✅✅(Collaborative Markets)
A market formed through an intermediating technology platform that facilitates exchange activities
among a network of equivalently positioned economic actors
Enables prosumers to efficiently marketize their skills, abilities, and resources and to crowd source
their needs
Emotional Branding - ANS✅✅Rational, attribute-based benefits are inadequate for cultivating and
sustaining customer brand loyalty
Many consumer choices and preferences are driven by emotional factors
Doppelganger Brand Image - ANS✅✅a family of disparaging images and stories about a brand that
are circulated in popular culture by a loosely organized network of consumers, anti brand activists,
bloggers, and opinion leaders in the news and entertainment media
The Cosmopolitan Motif - ANS✅✅Quest to acquire distinctive cultural experiences (free from
corporate standardization & marketing artifice)
The Artisan-Owner Motif - ANS✅✅Desire for a community gathering space operated by a
passionate owner who puts his/her heart & soul into the establishment
Actor-Network Theory - ANS✅✅Corporate-generated brand story seeks to create favorable
coordination among actors in a brand network
Brand Image Revitalization - ANS✅✅-A fourfold cultural branding process
•neutralize an emerging doppelganger brand image
graded 100%
Life World Emplacement - ANS✅✅making a claim to enduring authenticity by appealing to the
history of the brand & its artisan/enthusiast authenticity
e.g., Patagonia, Cliff Bars, Nike, Apple, Tony Hawk, Starbucks
Coat-tailing on Cultural Epicenters (i.e., Tribal marketing) - ANS✅✅weaving brands into centers of
cultural innovation (youth cultures, urban cultures, consumption communities) and becoming a
brand of choice among those in the epi-centers.
Diesel and high fashion and art communities
•Apple and the "hipster" subculture
•Vans and skateboard community
•Quicksilver and Surfing community
•Patagonia and outdoor adventure enthusiasts•Subaru and outdoor fitness enthusiasts •Sprite and
hip hop culture
•Redbulland Extreme Sports
•Mt. Dew and NASCAR
Ironic, Reflexive Brand Persona - ANS✅✅Marketing campaigns that persuade by not seeking to
persuade;
•Often satirize or subvert the conventions of advertising
•Self-reflexive advertising
Stealth branding - ANS✅✅Marketing techniques that appear to be grassroots or consumer driven
•recruiting socially connected "cultural insiders" to promote brands & other techniques that mask
marketing intent-Amplified by social media
»KhloéKardashian reportedly earns around $13,000 every time she tweets things like, "Want to
know how Old Navy makes your butt look scary good?" to her 13.6 million followers.
, Culture Jamming - ANS✅✅A more subversive activity that seeks to raise political consciousness by
using the conventions of advertising and marketing against themselves
Sovereignty inflation - ANS✅✅Choosing among brand resources feels like a burden rather than an
act of freedom
Lateral Exchange Markets - ANS✅✅(Collaborative Markets)
A market formed through an intermediating technology platform that facilitates exchange activities
among a network of equivalently positioned economic actors
Enables prosumers to efficiently marketize their skills, abilities, and resources and to crowd source
their needs
Emotional Branding - ANS✅✅Rational, attribute-based benefits are inadequate for cultivating and
sustaining customer brand loyalty
Many consumer choices and preferences are driven by emotional factors
Doppelganger Brand Image - ANS✅✅a family of disparaging images and stories about a brand that
are circulated in popular culture by a loosely organized network of consumers, anti brand activists,
bloggers, and opinion leaders in the news and entertainment media
The Cosmopolitan Motif - ANS✅✅Quest to acquire distinctive cultural experiences (free from
corporate standardization & marketing artifice)
The Artisan-Owner Motif - ANS✅✅Desire for a community gathering space operated by a
passionate owner who puts his/her heart & soul into the establishment
Actor-Network Theory - ANS✅✅Corporate-generated brand story seeks to create favorable
coordination among actors in a brand network
Brand Image Revitalization - ANS✅✅-A fourfold cultural branding process
•neutralize an emerging doppelganger brand image
