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MKTG 3651 Lesson 10 Assessment

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Consumers are usually less motivated by particular brands themselves than by the people who own or use those brands. This statement is:

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Terms in this set (50)

Consumers are usually less motivated by particular brands themselves than by the people who own or use those brands. This statement is:

By themselves, symbols such as Nike's swoosh or McDonald's golden arches have no value.

Which of the following items are not associated with brand names:

All the above are associated with brand names.

Typically, consumers are not really motivated by brands or marketing firms themselves. Consumers, instead are typically motivated by other people associated with particular brands.

According to this Module, what is the most precious resource for most marketers?

Customers' attention

During most consumer decision-making processes consumers fail to engage deeply with branded products

Regardless of their form, brands primarily exist as ____.

Brand stories should always be fact-based and real.

Which answer is correct? Positive brand equity can:

A, b, and c are each correct.

Co-branding occurs when:

A and B and C are each correct.

Two of the original purposes associated with brands were to _______________ and to ____________

Assure customers about the quality of the product or service; distinguish the maker/marketer of a product from that of other makers/marketers.

Marketers should successfully ________________ and _______________ their brands by implanting a compelling story into the collective minds of a targeted customer segment. The two outcomes, of course, should occur inside the collective minds of targeted segments.

Define; position

What term best describes what happens when two well-established brands from different firms are joined together in one product?

Brand equity refers to:

The extent to which customers are willing to pay more for a product or service.

Several normal and expected marketing activities are shown below. Which activity will likely contribute most to marketing success? .

-Building appealing differentiating brands
-Delivering these brands successfully to a targeted market segments