A brand is – simply a label, a name, picture, design

28 Jun A brand is – simply a label, a name, picture, design

Question
1.A brand is _____.

Select one:

a. simply a label

b. a name, picture, design, or symbol used by a seller to differentiate their offerings

c. a picture that is similar to another company’s design

d. a slogan that conveys the firm’s image

e. an advertising campaign

2.What is the goal of brand positioning?

Select one:

a. to create a image or feeling in a customer that brings recognition and delight

b. to explain its differentiating qualities to its target customers, why it is better, and why the superiority to its competitors matters

c. to create an continually changing message to match the market’s latest trends

3.A company wishes to measure its customers’ loyalty. What attribute of its brand could be used to assess this measurement?

Select one:

a. market price and distribution coverage of the brand

b. customer satisfaction with the brand

c. leadership or popularity of the brand

4.If a company created a product marketing campaign which exaggerated the actual benefits and features of a product and misrepresented the quality of the item, what could be the market’s reaction?

Select one:

a. positive customer feedback

b. loss of customers and violation of the customer’s trust

c. deeper product market penetration

5.Jason has run out of toilet paper in the bathroom. He walks over to his supply closet only to discover that all of his toilet paper rolls have been used up. Jason has just experienced what part of the consumer decision-making process?

Select one:

a. evaluating alternatives

b. recognition of a need

c. post-purchase behavior

6.Colgate decided it would sell frozen meals under its brand name. It identified a target market, health-conscious single people who read magazines and listened to the radio in their car. Colgate projected that these potential customers would choose its frozen meals over a competitor like Healthy Choice. Colgate rolled out its meals and failed almost immediately. In consumers’ minds Colgate stood for toothpaste. No one wanted to eat meals they associated with toothpaste. Colgate failed in large part because it misunderstood which branding aspect?

Select one:

a. consistency of brand matters to consumers

b. brand messaging is flexible

c. core values should drive all decisions

7.Name the five steps in the Market Research Process

8.Patagonia donates at least 1% of profits to support environmental causes. There products are also produced under safe, fair, legal, and humane working conditions throughout the supply chain. What is Patagonia practicing?

Select one:

a. corporate social responsibility

b. a political strategy

c. pricing strategies

9.Jennifer is moving to Nashville in a few weeks and needs to find an apartment to rent. She has looked online, talked to her new coworkers about safe areas close to work, and read through nashvilleguru.com to gather information for her decision. She has narrowed down the area she wants to live to The Gulch, which is a walkable neighborhood and friendly for young urban professionals. Now she is assessing which available apartment buildings and condos in The Gulch suit her wants and needs most. Jennifer is working through which part of the consumer decision-making process?

Select one:

a. searching for information

b. recognizing needs

c. evaluating alternatives

10.Camila has run hundreds of miles over the last couple of years in the same pair of running shoes. On her last run, two of her toes popped through the front of her left shoe, so she has decided it’s time for a new pair. Since she runs more regularly now, she wants shoes that can withstand many days of pounding the pavement. She researches online what options fit her feet and her running needs. She begins reading reviews and articles in Runner’s World magazine and talking with salespeople at various sports stores. What part of the consumer decision-making process is Camila experiencing right now?

Select one:

a. searching for information

b. recognizing needs

c. making purchases