________ is defined as perceptions about a brand as reflected by brand associations that consumers hold in their memories.
International Marketing Chapter 10 Quiz

Quiz
•
Business
•
3rd Grade
•
Hard
Semiha Ekici-Şimşek
Used 1+ times
FREE Resource
10 questions
Show all answers
1.
MULTIPLE CHOICE QUESTION
45 sec • 10 pts
Brand equity
Brand awareness
Brand image
Brand value
2.
MULTIPLE CHOICE QUESTION
45 sec • 10 pts
Which of the following components of a product is designed to engage the senses, make an emotional connection, and enhance the consumer's brand experience?
Aesthetics
Product warranties
Labeling
Packaging
3.
MULTIPLE SELECT QUESTION
45 sec • 10 pts
Why has the warranty program been important to Hyundai sales in the U.S.?
Competitors don't offer warranties.
Americans won't buy cars without a warranty.
The warranty justified the high cost.
Korean cars were initially perceived as cheap.
4.
MULTIPLE CHOICE QUESTION
45 sec • 10 pts
The internal motivation driving demand for status-oriented products is based on which of the following levels of Maslow's needs hierarchy?
Physiological
Safety
Esteem
Social
5.
MULTIPLE CHOICE QUESTION
45 sec • 10 pts
Which of the following refers to a type of brand that has achieved success in a single national market?
Generic brand
Global brand
Local brand
International brand
6.
MULTIPLE CHOICE QUESTION
45 sec • 10 pts
A modified hierarchy has been proposed for Asia where the top three levels of affiliation, admiration, and status each emphasize ________.
psychological needs
physiological needs
personal esteem
social needs
7.
MULTIPLE CHOICE QUESTION
45 sec • 10 pts
Which of the following BEST describes a global brand?
A brand created by a global company and distributed in more than one country
A brand created by a global company to meet the needs of a local market
A brand that is offered in several markets in a specific region
A brand that uses the same name and has a similar positioning throughout the world
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