Identify the term which refers to the value of brand

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Reference no: EM132304672

1. Identify the term which refers to the value of a brand.

a. Brand cost

b. Branding equity

c. Brand equity

d. Brand hierarchy

e. Brand portfolio

2. The ____________ stage of the Product Life Cycle requires marketers to focus their attention on building brand awareness?

a. Introduction

b. Growth

c. Maturity

d. Decline

3. All market segments, if successfully pursued, will eventually be exhausted of growth opportunities for given products.

a. true

b. false

4. For products falling in Zone 1 of General Electric's Strategic Business-Planning Grid, marketers are advised to Harvest or divest.

a. true

b. false

5. The four product levels identified in Theodore Levitt's Total Product Concept are: Generic, Expected, Augmented, and Potential.

a. true

b. false

6. Under which of Schmitt and Simonson's Drivers of Identity Management would a concern regarding a hospital merger fall?

a. Change in corporate structure

b. Outdated image

c. Greater resources

d. Change in corporate cohesiveness

7. According to Berthon et al.'s account of the functions of a brand, status and prestige reduce this particular item.

a. Market segmentation

b. Psychological risk

c. Consumer story/meaningful relevant value

d. Naming

e. Wording

8. General Electric's Strategic Business-Planning Grid evaluates products based on these two variables: Industry/market attractiveness, and Business ____________.

a. strong

b. strengthen

c. strengthened

d. strongest

e. strength

9. The element of surprise is unimportant in staging invasions.

a. true

b. false

10. According to your text, the prevailing consideration in new product development is the reduction of ________________.

a. Safety

b. Danger

c. Risk

d. Noncompliance

Reference no: EM132304672

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