Marketing 460 Final Exam With Verified Solution #13
Brand Identity - correct answer Intended brand promise and physique
How to create Brand Identity? - correct answer 1. Memorable
2. Meaningful
3. Likable
4. Transferable
5. Adaptable
6. Protectable Legally
Brand Awareness - correct answer Shows the consumers know the brand and its
promise (Part of Brand Knowledge)
- What products does the brand represent?
- What benefits does it supply?
- What needs does it satisfy?
Brand Knowledge - correct answer Brand awareness and brand image and its impact
on consumers memory
Brand Image - correct answer Consumer's perception about a brand perceived
associations of the brand in the consumers mind
- How does the brand make products superior?
- What strong, favorable, and unique brand associations exists in customer's minds?
Brand Positioning - correct answer Act of designing the company's offer and image so
that it occupies a distinct and valued place; Finding the proper location in the
consumer's mind
Pull Strategy - correct answer Products are "pulled" through the channels of distribution
by persuading end users
Target Audience for Pull Strategy - correct answer Customers and potential customers
Pull Communications - correct answer - Media Advertising
- Social Media
- Sales Promotion
- Direct Marketing
Pull Objectives - correct answer Build end-customers
- Awareness
- Interest
- Purchase
- Loyalty
, Push Strategy - correct answer Products are "pushed" through the channels of
distribution by effective selling to channel members
Target Audience for Push Strategy - correct answer Channel customers and influencers
Push Communication - correct answer - Sale Incentives
- Channel Financing
- Co-Op Advertising
- Channel Marketing
Push Objectives - correct answer Build Channel
- Interest
- Purchase
- Inventory
- Marketing Efforts
AIDA Model - correct answer Awareness
Consideration
Conversion
Loyalty
Advocacy
AIDA Stands For - correct answer Attention
Interest
Desire
Action
Customer response Index - correct answer Based on the performance scores along the
top of the customer response tree; Where should the business focus?
AIDA Model Symptoms - correct answer - Low Awareness
- Low Intentions
- Low Purchase
- Low Interest
Low Awareness - correct answer Marketing Communications
- Poor media selection
- Insufficient Frequency
- Poor Ad Copy
Low Interest - correct answer Product Positioning
- Insufficient Benefits
- High Price
- Poor Ad Copy
Low Intentions - correct answer Product Positioning
Brand Identity - correct answer Intended brand promise and physique
How to create Brand Identity? - correct answer 1. Memorable
2. Meaningful
3. Likable
4. Transferable
5. Adaptable
6. Protectable Legally
Brand Awareness - correct answer Shows the consumers know the brand and its
promise (Part of Brand Knowledge)
- What products does the brand represent?
- What benefits does it supply?
- What needs does it satisfy?
Brand Knowledge - correct answer Brand awareness and brand image and its impact
on consumers memory
Brand Image - correct answer Consumer's perception about a brand perceived
associations of the brand in the consumers mind
- How does the brand make products superior?
- What strong, favorable, and unique brand associations exists in customer's minds?
Brand Positioning - correct answer Act of designing the company's offer and image so
that it occupies a distinct and valued place; Finding the proper location in the
consumer's mind
Pull Strategy - correct answer Products are "pulled" through the channels of distribution
by persuading end users
Target Audience for Pull Strategy - correct answer Customers and potential customers
Pull Communications - correct answer - Media Advertising
- Social Media
- Sales Promotion
- Direct Marketing
Pull Objectives - correct answer Build end-customers
- Awareness
- Interest
- Purchase
- Loyalty
, Push Strategy - correct answer Products are "pushed" through the channels of
distribution by effective selling to channel members
Target Audience for Push Strategy - correct answer Channel customers and influencers
Push Communication - correct answer - Sale Incentives
- Channel Financing
- Co-Op Advertising
- Channel Marketing
Push Objectives - correct answer Build Channel
- Interest
- Purchase
- Inventory
- Marketing Efforts
AIDA Model - correct answer Awareness
Consideration
Conversion
Loyalty
Advocacy
AIDA Stands For - correct answer Attention
Interest
Desire
Action
Customer response Index - correct answer Based on the performance scores along the
top of the customer response tree; Where should the business focus?
AIDA Model Symptoms - correct answer - Low Awareness
- Low Intentions
- Low Purchase
- Low Interest
Low Awareness - correct answer Marketing Communications
- Poor media selection
- Insufficient Frequency
- Poor Ad Copy
Low Interest - correct answer Product Positioning
- Insufficient Benefits
- High Price
- Poor Ad Copy
Low Intentions - correct answer Product Positioning
