I. At which level of brand loyalty is advertising often used heavily to promote a product? a. Brand recognition
b. Brand preference
c. Brand insistence
d. Brand equity
Jim stops at the local convenience store on his way home to buy a six-pack of beer. He goes in thinking he will purchase his usual brand, but ends up buying another because it $ øtt sale What stage of brand loyalty is Jim presently at?
a. Brand insistence
b. Brand awareness
c. Brand preference
d. Brand recognition
Brand recognition as a stage of brand loyalty occurs when;
a. the product becomes familiar to the consumer.
b. the consumer insists on purchasing that brand even at higher prices.
c. the consumer sees or recognizes the product and chooses it over its competition.
d. the product offers a distinct price advantage to its consumers over its nearest rivals,
Generic products are: a. characterized by plain labels, little or no advertising, and no brand names.
b. identified through a brand name owned by a manufacturer or other producer.
c. typically national brands sold exclusively by a single retail chain.
d. identified through a brand name owned by a wholesaler or retailer.
The primary factor that attracts a consumer to a generic product is:
a. package design.
b. family branding.
c. low price.
d. ease of distribution.
The Kirkland brand is owned by Costco, and the products can only be purchased at Costco stores. Costco contracts with manufacturers to produce and package products under the Kirkland name. This arrangement is called:
a. family branding.
b. individual branding.
c. generic branding.
d. private branding.
Small appliances and related products bearing the General Electric brand are only available through Wal-Mart stores. This type of product distribution strategy is called _____ branding.
The added value that a certain brand name gives to a product in the marketplace is called brand:
A company’s ability to market a product successfully at a higher price is directly related to its:
a. market capitalization.
b. product relevance.
c. brand equity.
d. market share.
A global brand generally is defined as
a. one that has production facilities in two or more non-home countries.
b. one that sells at least 20 percent outside its home country.
c. one that uses regional branding for essentially the same product.
d. one that is recognizable across the world by its unique trademark.
A characteristic of a good band name is that it should
a. avoid any specific connotation relative to product consent.
b. be shun and also descriptive of the product or its characteristics.
c. hold universal appeal with respect to its customers.
d. be pronounced the same in every language.
The two critical components of distribution strategy arc — and –
a. marketing channels; logistics and supply-chain management
b. physical distribution; relationship marketing
c. location; cost
d. warehousing transportation
Marketing channels play a key role in marketing strategy because they:
a. provide criteria for promotional expenditures.
b. provide the means by which products move from producer to ultimate user.
c. allow more participants to contribute to the economy.
d. reduce the distribution channel length.
Direct selling is more common:
a. in raw material purchases in the B2B market.
b. between retailers and consumers.
c. in products classified as maintenance, repair, and operating supplies.
d. with products that require little demonstration.
The traditional marketing channel for consumer goods proceeds from producer to:
a. the consumer.
b. agent to wholesaler to retailer to consumer.
c. agent to the end user.
d. wholesaler to retailer to consumer.
Movement of products through more than one marketing channel to reach the same market is:
a. multiple selling
b. dual distribution.
c. distribution redundancy.
d. exclusive distribution.
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