Arizona State University MKT 300 1)In our course material we described THIS as the touch point for the consumer: a)            Perceptual map b)            The brand  c)            Logistics d)            Diffusion       2

Arizona State University

MKT 300

1)In our course material we described THIS as the touch point for the consumer:

a)            Perceptual map

b)            The brand 

c)            Logistics

d)            Diffusion

2.            According to our Pei Wei guest speaker, an ‘emotional thought about a material point of difference’ best describes:

a)            Brand position

b)            Brand excellence

c)            Brand extension

d)            Brand strategy

3.            Giving human characteristics to products in attempt to aid consumers in connecting with that product is best described by which of the following?

a)            Individual Ethnography

b)            Brand Personality

c)            Franchising

d)            Service blueprinting

4.            Which one of the following LEAST describes the concept of brand equity?

a)            Provides information that helps assess supply chain optimization

b)            Suggests how strong and how well the brand fits with consumers’ needs

c)            Is based on perceived product quality and loyalty

d)            Suggests a high level of awareness and brand associations

5.            Procter & Gamble is a company that makes many brands of laundry detergents, none of which include the Procter & Gamble name. These detergents are sold in virtually all grocery stores in the U.S. In this example, Procter & Gamble can best be described as using which branding strategy?

a)            Family branding

b)            Individual branding         ?

c)            Combination branding

d)            Private branding

6.            Generally the most accepted valuation method of brand equity, the Interbrand brand equity formula reflects the financial measures of brand earnings and the more subjective measures of:

a)            Brand bonding

b)            Brand strength

c)            Brand imagery

d)            Brand resonance

7.            It is said that intangible value is created when which of the following is true?

a)            The value of the firm’s tangible assets are equal to or greater than its market value

b)            The brand name has been patented to be distinct

c)            The market value of a firm is greater than the value of its tangible assets

d)            The firm’s products use labels that promote the product

8.            All of the following are prerequisites of an exchange, EXCEPT:

a.            Money is required

b.            Freedom to accept/reject other’s offer

c.             Parties must be able to communicate

d.            Products of value must be deliverable

9.            The components of differentiation, relevance, esteem and knowledge best describe which of the Brand Equity models studied in class?

a)            Interbrand

b)            Brand Asset Valuator

c)            Brand-Z Model

d)            Brand Resonance Pyramid

10.          Our speaker from Blind Society talked about products that change the world and how these companies do a great job with and are not afraid of:

a)            Social media

b)            Retail environment design

c)            Customer loyalty programs         ?

d)            Business-to-business marketing

11.          Labeling that focuses on promotional themes is best called:

a)            Informational

b)            Facilitory

c)            Aesthetic

d)            Persuasive

12.          Which of the following is best described as the ‘end user?’

a.            Demographics

b.            Customer

c.             Consumer

d.            Psychographics