MKTG 489 Marketing Quiz 4
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Question 15 1 pts
A company that attaches the same name brand to all of its products is using the house of brands approach.
| True | |
| False |
Question 13 1 pts
Which branding approach provides stronger financial outcomes to the company?
| marketing approach | |
| house of brands |
| community branding | |
| umbrella approach |
.
Question 11 1 pts
Marketers believe that brands such as Coca-Cola, Gap, and Ford have value above and beyond the benefits of the products themselves.
| False | |
| True | |
Question 6 1 pts
The U.S. Patent and Trademark office issues more than 300,000 new brands each year.
| True | |
| False |
Question 5 1 pts
A brand name whose image is waning is less a liability in which approach?
| community approach | ||
| house of brands | ||
| marketing approach | ||
| umbrella approach | ||
Question 2 1 pts
ABC Company is entering a new international market and has decided to enter the market under a different brand name. The selected brand name should
| engage the customer sensually. | ||
| bring certain connotations to mind. | ||
| do all of these. | ||
| engage the customer verbally. | ||
Question 3 1 pts
Concrete features of a product are the hardest to deliver and explain to customers.
| True | ||
| False | ||
Question 8 1 pts
P&G produces 80 major brands that all have their own brand name (ex., Charmin, Crest, Dove, etc.). This is a house of brands approach to brand naming,
| True | ||
| False | ||
Question 10 1 pts
Anne and Joseph lead the product development team for a national GPS system manufacturer. In reviewing customer satisfaction survey results, they find that product reliability is one of their customers’ biggest complaints. From a marketing perspective, reliability in a product means
| the prestige of the product bolsters the consumers self-image. | ||
| the product will perform to quality standards. | ||
| it is expensive to own one. | ||
| maintenance and repair costs are hig | ||
Question 19 1 pts
A trademark, which is the legal ownership of identity, includes all of the following EXCEPT
| logo. | ||
| colors. | ||
| flavor. | ||
| brand name. | ||
Question 21 1 pts
How many new brands are issued annually by the U.S. Patent and Trademark office?
| 100,000 | |
| 500,000 |
| 400,000 | |
| 200,000 |
| Question 21 1 pts
William is starting an advertising agency and is considering several names for his agency. In choosing a brand name (i.e., company name), it should convey information about the benefits of the brand rather than simply representing the name of the person founding the brand. False True
|
Question 5 1 pts
Reliability implies a consistency or predictability in the performance of the product.
False
True
William is starting an advertising agency and is considering several names for his agency. In choosing a brand name (i.e., company name), it should convey information about the benefits of the brand rather than simply representing the name of the person founding the brand.
| False | ||
| True | ||
|
|
||
Free-spirits like skateboarders and Burning Man attendees eschew big national brands due to the _______ they represent.
| image | ||
| commercialism | ||
| country of origin | ||
| value | ||
An estimated _____ of typical firm’s value is determined by intangible assets, including its brand names.
| 33% | |
| 25% |
| 50% | |
| 75% |
One way marketers get customers to relate to brands is by creating a brand _____, such as the Marlboro Man or Pillsbury Doughboy.
| image | |
| awareness |
| spokesperson | |
| personality |
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