Build The Brand

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Marketing in Today's Business Milieu
Marketing Foundations: Global, Ethical, Sustainable
Elements of Marketing Strategy, Planning, and Competition
Market Research Essentials
CRM, Big Data, and Marketing Analytics
Understand Consumer and Business Markets
Segmentation, Target Marketing, and Positioning
Product Strategy and New Product Development
Build the Brand
Service as the Core Offering
Manage Pricing Decisions
Manage Marketing Channels, Logistics, and Supply Chain
Promotion Essentials: Digital and Social Media Marketing
Promotion Essentials: Legacy Approaches

All Questions

Question 1

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The three customer brand roles include conveying information about a product, educating the customer about the product, and reassuring the customer in the purchase decision.

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Question 2

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A company's brand offers a methodology for distributing products.

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Question 3

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A good branding strategy can overcome a product that fails to deliver on the value proposition by infusing it with the brand image.

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Question 4

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In industries with strong market-leading brands, competitors design and build products targeted specifically at the market leader.

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Question 5

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One advantage unbranded products have over branded products is that customers will infer a level of quality from the unbranded product that facilitates their purchase decision.

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Question 6

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The perceived quality of a brand enables companies to extend the product range, can lead to a price premium opportunity, and is a differentiator in the market.

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Question 7

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A trademark for a product is a brand asset.

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Question 8

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The major advantage of brand connections for the brand sponsor is that it is a barrier to entry for potential competitors, especially for smaller firms that lack brand recognition.

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Question 9

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The strongest form of brand equity that reflects a commitment to repeat purchases is brand association.

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Question 10

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The three benefits of high brand equity are perceived quality, brand connections, and brand loyalty.

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Question 11

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A key advantage of a brand sponsor is that loyalty is transferred from the well-known sponsor brand to the less-known brand.

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Question 12

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Products such as Crest, Tide, and Gillette that are sold under the same brand throughout the country are known as store brands.

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Question 13

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Brand-loyal customers are less forgiving of problems related to the brand, which hinders the company's ability to respond to a negative experience.

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Question 14

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Family branding separates the company from the brand, which insulates the company if there is a problem with the brand.

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Question 15

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The characters from the popular cartoon show "SpongeBob Square Pants" can be found on a variety of merchandises such as clothing, toys and video games. Yet, the original creator of the show does not produce any of the items. This is an example of licensing the brand name to other manufacturers.

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Question 16

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The most important role of the package is to sell the product to the consumer.

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Question 17

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The packaging for a Nerf product shows kids playing with it. This best demonstrates the protect function of packaging.

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Question 18

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In most retail environments, a package has very little time to connect with the customer at the point of purchase.

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Question 19

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The federal organization that requires nutritional labeling on packages of processed food is the Food and Drug Administration.

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Question 20

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Package labeling represents the last marketing opportunity before the purchase decision.

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