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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