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  6. A brand needs to build deeper relationships through ___________________. a. BAV b. CSR c. CRM d. Both B and C. 7. ____________________are typically not backed by advertising, and the cost to the consumer is usually lower. a. Store brands b. Runner Up Brands c. Category Leaders d. Mid-level brands 8. Some companies go beyond sponsorship into ___________________ by infusing.

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  •   6. A brand needs to build deeper relationships through ___________________. a.
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  16. If marketers really focus in the user experience the brand should _________________________. a. Promise what it can deliver b. Help consumers get the most out of their life c. Create equity d. Use Corporate Social Responsibility 17. In 2012 which nation had the highest brand ranking? a. France b. Germany c. United Kingdom d. United States 18. The _________________.

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  •   16. If marketers really focus in the user experience the
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  16. When considering which media vehicle to use, a brand should also consider that the media's ____________________ represents the brand. a. Ownership b. Editorial climate c. Reach d. News 17. One product strategy that creates increased involvement and affinity for the brand is___________________. a. Market penetration b. Diversification c. Market development d. Product innovation 18. In keeping a brand strong,.

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  •   16. When considering which media vehicle to use, a brand
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1. A good example of _____________________ is Finland's educational campaign that emphasized their country's impressive achievements. a. Service branding b. Nation branding c. Product branding d. Product imaging 2. From a branding perspective the important thing a company must do is fulfill any _____________________. a. Brand loyalty b. Brand service c. Brand image d. Brand promise 3. ____________________ branding refers.

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  • 1. A good example of _____________________ Finland's educational campaign that
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1. All of the following are building blocks for a new brand EXCEPT: a. Personality b. Value c. Identity d. Image 2. For a brand to credibly reduce functional risk, it must have a strong enough ____________________ that suggests it is capable of solving the problem. a. Personality b. Awareness c. Identity d. Image 3. For a brand to reduce.

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  • 1. All of the following building blocks for a new
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1. The _________________________ involves coordinating brand strategies for the various brands and sub-brands to capitalize on positive spillover effects and minimize negative spillovers. a. Portfolio creation b. Portfolio management problem c. Portfolio positioning d. Portfolio image 2. With about 8,500 brands, Nestle uses _____________ in which the Nestle stylized name endorses the brands in each.

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  • 1. The _________________________ involves coordinating brand strategies for the various
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  6. Based on Anholt's model, which of the following is NOT one of the six factors that makes a nation more attractive. a. Exports b. Culture c. Imports d. Governance 7. ____________________ is avoiding any extra embellishments or seductive ornamentation. a. Innovative design b. Minimalist design c. Image design d. Baroque design 8. ______________________ is the degree to which customers.

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  •   6. Based Anholt's model, which of the following NOT one
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  11. __________________ provides some assurance that customers will come back. a. Brand loyalty b. Brand Value c. Brand Image d. Brand Promise 12. _______________________ usually avoid price competition. a. All brands b. Consumer brands c. Strong brands d. Mid-level brands 13. A company can build an image of caring through ____________________ a. BAV b. CSR c. CRM d. VALS 14. Which is not part of.

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  •   11. __________________ provides some assurance that customers will come back. a.
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  16. The _____________________ involves who is the target audience, when to target them, what message to communicate, and what the appropriate timeline is. a. Media planning b. Launch planning c. Creative planning d. Brand planning 17. The benefits of a(n) ______________________ brand name is that the brand identity and can be created from scratch. a. Existing b..

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  •   16. The _____________________ involves who the target audience, when to
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1. ______________________ rises with market expansion. a. Brand loyalty b. Brand value c. Brand image d. Brand identity 2. In adapting advertising and communication ___________________________ is the practice of using the same storyline or appeal but making the context and actors locally relevant. a. Brand Standardization b. International Standardization c. Product Standardization d. Pattern Standardization 3. Global brands increase the.

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  • 1. ______________________ rises with market expansion. a. Brand loyalty b. Brand value c.
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  11. In campaign planning creating awareness and generating some interests and knowledge of the brand is the ____________________________. a. Objective b. Vision c. Decision d. Intention 12. _________________________ should begin at the inception of the brand and continue until the brand is divested. a. Advertising b. Sponsorships c. Tracking d. Product Placement 13. An important determinant of the brand personality.

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  •   11. In campaign planning creating awareness and generating some interests
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  6. When creating a brand position, brands look at _______________________ that have similar positioning to determine their salient attributes. a. Product lines b. Brand Portfolios c. Relevant Competitors d. Brand images 7. A brand positioning supports a clear and compelling ______________________ that provides consumers a unique value over competing products. a. Brand image b. Brand vision c. Value.

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  •   6. When creating a brand position, brands look at _______________________
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  16. Today's brands are more or less international brands due to the _______________________. a. Competitors b. Internet c. Television d. Economy 17. Research has shown that a local brand often evokes higher __________________ because they tend to be seen as helping the local community. a. Quality b. Brand Image c. Brand identity d. Affinity 18. When brands extend abroad, the.

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  •   16. Today's brands more or less international brands due to
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  11. When looking at the positioning map most attributes fall in __________ attributes. a. Risk b. Feature c. Salient d. Potential 12. In the three -step flow of communication __________________ goes through several intermediaries and recycles back in real time increasing the speed in which information flows. a. Buzz marketing b. Traditional media c. Word of mouth d. Viral.

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  •   11. When looking at the positioning map most attributes fall
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  11. A shampoo brand making shower gel and lotion is an example of _____________________. a. Product extension b. Brand extension c. Line extension d. Co-branding 12. ________________have become a very popular way to leverage the value of an established brand. a. Brand extensions b. Consumer brands c. Strong brands d. Mid-level brands 13. In a _______________________ product category, the brand.

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  •   11. A shampoo brand making shower gel and lotion an
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  16. If a company has several competing brands in the same product category they are unlikely to use _____________________. a. Hedonic branding b. Utilitarian branding c. Master-branding d. Umbrella branding 17. The ___________ of a strong brand sets limits to how widely the brand can be extended. a. Identity b. Promise c. Value d. Equity 18. A __________________ is something.

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  •   16. If a company has several competing brands in the
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  6. Research studies have shown that global brands are associated with these distinctive characteristics EXCEPT: a. Higher quality b. Global myth c. Greater social responsibility d. Non-expressive 7. In other countries companies will often ____________________ the brand for a fee in order to expand the brand reach. a. License b. Royalty c. Emerge d. Sell 8. Due to management difficulties,.

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  •   6. Research studies have shown that global brands associated with
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  16. The success of a(n) _____________ strategy depends on the degree to which the corporate brand is familiar with the market, and provides additional product quality information. a. Diversification b. Endorsement c. Rebranding d. Penetration 17. The _________________________ coordinates all the brands of the company. a. Portfolio Manager b. Acquisition Manager c. Category Manager d. Brand Manager 18. ________________________ means.

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  •   16. The success of a(n) _____________ strategy depends the degree
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1. The task of _____________________________ includes growing loyalty levels among existing customers, and upgrading and extending the product line. a. Line pruning b. Market penetration c. Product positioning d. Product localization 2. _________________________ can only be sustained if the brand also offers highly visible customer support. a. Brand positioning b. Brand identity c. Brand image d. Brand loyalty 3. The.

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  • 1. The task of _____________________________ includes growing loyalty levels among
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  11. ______________ has led to new products which both created new needs and offered new solutions to existing needs. a. Brand loyalty b. Brand Value c. Advancement in technology d. Social currency 12. Which of the following is NOT a way brand simplicity is scored? a. Simplicity b. Industry/Category c. Inconsistency d. User/Nonusers 13. The ____________________________ is a main determinant.

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  •   11. ______________ has led to new products which both created
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  26. The brand positioning may have to shift in order to accommodate another brand in the portfolio. a. True b. False 27. Rebranding may consist of changing the positioning, name, and logo of brand. a. True b. False 28. Most brand acquisitions involve weak brands. a. True b. False 29. Rebranding is sometimes necessary when the brand association becomes.

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  •   26. The brand positioning may have to shift in order
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  16. When selecting the ______________________ the brand must focus on not simply creating awareness, but deliberate efforts to create favorable associations. a. Line extension b. Media c. Target audience d. Market 17. In communicating the message the POD and POP should be communicated through ______________________ media where the message can be controlled. a. Viral Messaging b. Traditional.

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  •   16. When selecting the ______________________ the brand must focus not
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  6. In order for a new product to be accepted a company should assess their competence in the ____________________. a. Market b. Brand extension c. Product category d. Co-branding 7. ____________________ products are the "feel" products where psychological risks and self-expressive benefits can be important. a. Hedonic b. Utilitarian c. Co-branding d. Mid-level 8. An AT&T Universal Master Card is.

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  •   6. In order for a new product to be accepted
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  26. Frequent flyer programs, store membership cards, special deals and offers to existing customers are Customer Relationship Management efforts. a. True b. False 27. A strong brand needs to continually and consistently keep the trust of its customers. a. True b. False 28. The product upgrade and line extension strategies have different effects depending on the.

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  •   26. Frequent flyer programs, store membership cards, special deals and
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  11. __________________ is often the most important issue when a company acquires a brand. a. Maintaining brand loyalty b. Maintaining brand value c. Maintaining brand image d. Maintaining brand promise 12. Which one is NOT a reason for brand divestment? a. Streamlining the portfolio b. Overlapping brands c. The brand is strong d. Lack of clear differentiation 13. When acquiring.

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  •   11. __________________ often the most important issue when a company
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  21. What determines the position statement is ultimately how consumers perceive the brand. a. True b. False 22. The brand positioning attributes should include both nonfunctional and irrelevant characteristics. a. True b. False 23. A good position statement emphasizes attributes where the brand has relative advantages and weaknesses. a. True b. False 24. Brand positioning can be used to.

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  •   21. What determines the position statement ultimately how consumers perceive
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  11. A brand must look at _______________________ because of the difference in incomes, electrical system problems, difference in palate norms and infrastructure. a. Adapting the brand image b. Not entering that country c. Adapting the product d. Adapting the advertising and communication 12. In __________________________ global brands succeed because they offer something new. a. New markets b..

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  •   11. A brand must look at _______________________ because of the
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