2022 Final Marketing Study Guide

The way consumers actually perceive a brand is referred to as brand image.

• True

• False

Which of the following statements is not true?

• A brand can be damaged by over-promising a product

• The value proposition is business facing

• An effective way to create loyal customers is to create an emotional attachment.

• Under-promising on value can potentially exclude target markets.

The Categorical view organizes touchpoints based upon when they occur.

• True

• False

This occurs as a company uses an existing brand name to introduce products in a different category

• Line Extension

• Brand Licensing

• Brand Extension

• Multi-branding

According to the chapter, corporate brands are also known as store brands or regional brands

• True

• False

Sending emails is an outdated and relatively unused practice when it comes to launching a product.

• True

• False

According to the chapter, what wording refers to holes created for improved or unique product offerings to fulfill customer needs that products currently available do not meet?

• Openings in a product category

• Gaps in consumer

• Opportunities for benefit promotion

• Spaces for attribution consideration

Word of mouth is .

• Communication within a company

• Communication by consumers

• A negotiation approach

• The verbal description of a promotion

Attributes are key to consumers finding products through online searches.

• True

• False

Chapter 8 Branding, presents this company as exemplifying disruption and innovation.

• Boxed Water

• Netflix

• Sony

• Toyota