Name: 
 

chapter 4


Multiple Choice
Identify the choice that best completes the statement or answers the question.
 

 1. 
The marketing mix for a brand consists of ____.
a.
product
b.
price
c.
promotion
d.
place
e.
all of the above
 

 2. 
A brand’s ____ represents the key feature, benefit, or image that it stands for in the target audience’s collective mind.
a.
equity
b.
image
c.
position
d.
name
e.
trademark
 

 3. 
Fundamental decisions in the brand-level marcom decision process are ____, and implementation decisions are ____.
a.
tactical; strategic
b.
strategic; tactical
c.
long-term; short-term
d.
short-term; long-term
e.
practical; conceptual
 

 4. 
As a brand’s equity increases, its elasticity of demand ____.
a.
becomes less elastic
b.
becomes more elastic
c.
becomes less inelastic
d.
remains constant
e.
increases
 

 5. 
Brand equity from the customer’s perspective consists of ____.
a.
brand awareness and brand image
b.
brand awareness and brand preference
c.
brand image and brand insistence
d.
brand image and brand tolerance
e.
brand awareness and brand tolerance
 

 6. 
The basic dimension of brand equity is ____.
a.
brand image
b.
brand preference
c.
brand tolerance
d.
brand insistence
e.
brand awareness
 

 7. 
What is the initial challenge for new brands?
a.
achieving brand awareness
b.
enhancing brand image
c.
achieving brand preference
d.
achieving brand insistence
e.
building revenue premium
 

 8. 
An example of ____ is the sticker on a Dell computer that says “Intel Inside.”
a.
cross-branding
b.
multi-branding
c.
reference branding
d.
ingredient branding
e.
planned branding
 

 9. 
____ brand names are those that imply particular attributes or benefits in the context of a product category
a.
Objective
b.
Subjective
c.
Implicit
d.
Symbolic
e.
Suggestive
 

 10. 
The foremost goal of repetition advertising is to:
a.
change brand preferences.
b.
keep existing brand users.
c.
persuade new brand users.
d.
serve as a linguistic device.
 



 
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