Podcast
Questions and Answers
All promotional tools are equally effective in all promotional situations.
All promotional tools are equally effective in all promotional situations.
Which of the following is not a goal of promotion?
Which of the following is not a goal of promotion?
Can the order of the AIDA model be changed?
Can the order of the AIDA model be changed?
Which step of the Process of Consumption best aligns with the Desire aspect of Goals and Promotion?
Which step of the Process of Consumption best aligns with the Desire aspect of Goals and Promotion?
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Which of these is not a goal covered by Public Relations Advertising?
Which of these is not a goal covered by Public Relations Advertising?
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Which media category commands the biggest slice of advertising dollars today?
Which media category commands the biggest slice of advertising dollars today?
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A benefit of TV broadcast advertising is that:
A benefit of TV broadcast advertising is that:
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Why has readership of most print media declined in recent years?
Why has readership of most print media declined in recent years?
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Which of these is not a step in the personal selling process?
Which of these is not a step in the personal selling process?
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What occurs during the Presentation stage of the personal selling process?
What occurs during the Presentation stage of the personal selling process?
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What is the main goal of SPIN selling?
What is the main goal of SPIN selling?
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Which of these statements about small changes in price is true?
Which of these statements about small changes in price is true?
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Which of these does not happen in a 'smart industry'?
Which of these does not happen in a 'smart industry'?
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What is the first step in strategic pricing?
What is the first step in strategic pricing?
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How is the value created by a product or service determined?
How is the value created by a product or service determined?
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What is one key difference between cost-based pricing and value-based pricing?
What is one key difference between cost-based pricing and value-based pricing?
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Which of these is not an example of out of home advertising?
Which of these is not an example of out of home advertising?
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Which of these is not a reason for the increasing popularity of digital marketing?
Which of these is not a reason for the increasing popularity of digital marketing?
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Which of these is not a key category of digital promotion?
Which of these is not a key category of digital promotion?
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What is a main risk of using email promotion?
What is a main risk of using email promotion?
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What is the key aspect of the definition of social media?
What is the key aspect of the definition of social media?
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The social media landscape changes _____ and requires _____ from marketers.
The social media landscape changes _____ and requires _____ from marketers.
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Which social media platform has the widest customer base?
Which social media platform has the widest customer base?
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Which of these situations would Twitter be best for?
Which of these situations would Twitter be best for?
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Brand associations within a brand map can also have what attached to them?
Brand associations within a brand map can also have what attached to them?
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A brand map determines brand associations from the perspective of which group?
A brand map determines brand associations from the perspective of which group?
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The added value delivered by the brand over the functional benefits or book value is called what?
The added value delivered by the brand over the functional benefits or book value is called what?
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Which of these statements is true regarding the usefulness of a word cloud in brand mapping?
Which of these statements is true regarding the usefulness of a word cloud in brand mapping?
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What is the market value of a brand calculated as?
What is the market value of a brand calculated as?
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Brand equity starts as a _____ concept, but ends up having a real ____ effect.
Brand equity starts as a _____ concept, but ends up having a real ____ effect.
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Which of these is not a method to turn brand equity into dollar value?
Which of these is not a method to turn brand equity into dollar value?
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An agreement allowing a company to use another organization’s brand in exchange for a fee is known as what?
An agreement allowing a company to use another organization’s brand in exchange for a fee is known as what?
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Which of these is not part of making a pay-per-click ad?
Which of these is not part of making a pay-per-click ad?
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What is determined by the default bid aspect of setting up a pay-per-click ad?
What is determined by the default bid aspect of setting up a pay-per-click ad?
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Which of these is not a characteristic of a good landing page?
Which of these is not a characteristic of a good landing page?
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What is the main difference between online display advertising and pay per click?
What is the main difference between online display advertising and pay per click?
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Targeting based on 'where people have been' is known as:
Targeting based on 'where people have been' is known as:
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Which of these marketing methods is the most unique to mobile marketing?
Which of these marketing methods is the most unique to mobile marketing?
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What is contextual targeting most similar to?
What is contextual targeting most similar to?
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When will a firm's ad show up the most often?
When will a firm's ad show up the most often?
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Is the External Environment a stable playing field for every fiscal year?
Is the External Environment a stable playing field for every fiscal year?
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Which group requires the most attention from the firm according to the given content?
Which group requires the most attention from the firm according to the given content?
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What is the primary focus of Integris Hospital amidst a nursing shortage?
What is the primary focus of Integris Hospital amidst a nursing shortage?
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What generally contributes to Southwest Airlines’ success over time?
What generally contributes to Southwest Airlines’ success over time?
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Why might a firm change its focus between employees and customers over time?
Why might a firm change its focus between employees and customers over time?
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What type of exchanges should a firm strive to create with its environment?
What type of exchanges should a firm strive to create with its environment?
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Which actor in the Immediate Environment are marketers most concerned with?
Which actor in the Immediate Environment are marketers most concerned with?
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The Environmental Protection Agency's actions exemplify which type of exchange in the Immediate Environment?
The Environmental Protection Agency's actions exemplify which type of exchange in the Immediate Environment?
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Study Notes
Exam 2 Study Guide - MKTG 3213
-
Brand functions:
- Identify and differentiate products
- Locate and determine markets
- Compete and improve products
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Brand components:
- Brand Label and Brand Price
- Brand Product and Brand Name
- Brand Name and Brand Mark
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Brand attributes:
- Seeing a brand automatically triggers attributes of the firm (True)
- A brand is limited to the physical name/logo (False)
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Brand value:
- Primary value for consumers = reduction of perceived risk
- Other value attributes: Ability to compare prices, definition of corporate social responsibility
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Brand location:
- Brand resides in the consumer's memory
- Desired associations and conversations
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Brand activation:
- Spreading Activation: Energizing nodes in working memory through knowledge transfer and conversation
- Activation occurs with both external and internal cues; social media-based marketing also affects activation
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Addi and hunger cue:
- External cue-based, not internal or emotional
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Description
Prepare for your MKTG 3213 Exam 2 with this comprehensive study guide focusing on brand functions, components, attributes, and values. Explore how brands operate in consumer memory and the importance of brand activation in marketing strategies.
