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BM4504 Week 2 Marketing Concepts Recap Flashcards | StudBud
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BM4504 Week 2 Marketing Concepts Recap
BM4504 Week 2 Marketing Concepts Recap
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Answers
1
Which luxury brand was used as an example in this module’s lecture video (L1P3 Brand Management 2)?
Coach.
Gucci.
Louis Vuitton.
Dolce & Gabbana.
2
The following are examples of communication noise (clutter):
scanning the newspaper for articles to read.
driving while listening to the radio.
scrolling past internet ads without looking at them.
examining an advertisement in a magazine.
3
Coke’s consistent use of the same logo, theme, & colors on packages & in adverts is an example of an IMC approach.
False
True
4
Brand Positioning: how the company wants the consumers to perceive & remember its brand.
True
False
5
Consumer Decision-Making process: What’s the role of IMC in ‘Problem/Need Recognition’ Stage?
To get consumers to act or do something.
To make information more searchable.
To trigger emotions, feelings, experiences etc.
To present consumers with various choices & alternatives.
6
In the marketing mix, where does integrated marketing communications belong?
Pricing.
Promotions.
Product.
Place.
7
An organization's brand (e.g., Fairprice) marketed & distributed within its own outlets (e.g., NTUC Fairprice & Cheers).
Complementary brand.
Manufacturer brand.
Private or House brand.
Flanker brand.
8
What are the elements of a brand?
Lettering, figures & colors.
Logo & other symbols.
Design & shape.
Specific sounds.
Name & words.
Jingle & tunes.
9
What is considered as a characteristic of a good logo or brand name?
evoke positive feelings.
meaning should be consensual.
translate easily into foreign languages.
easy to pronounce, recognize, and remember.
be distinctive & extendable.
capable of registration and legal protection.
10
What Comm Process is taking place here? A magazine reader scratches the perfume’s ad image & smells a rose fragrance.
Decoding.
Transmission.
Encoding.
Feedback.
11
A positive brand image can reduce search time when a consumer is making a buying decision.
False
True
12
Television programs with some advertisements are examples of decoding in the communication process.
True
False
13
A brand introduces additional items (e.g., new flavors) in an existing product category under the same brand name.
Brand Extension.
New Brand.
Multi-brand.
Line Extension.
14
Selling Coke drinks in McDonald’s outlets is an example of:
Complementary branding.
Ingredient branding.
Co-operative branding.
15
Ingredient branding involves:
placing one brand within another.
a joint venture of two brands in one product.
marketing two brands together to encourage co-consumption.
developing a new brand in a category where the firm already has a brand.
16
Examples of Positioning Bases, i.e., ways that a brand can use to achieve its brand positioning objectives:
Belief & Attitudes of consumers.
Usage or Application.
User Types.
Heritage & Symbols.
Product Attributes – features, benefits.
Price & Quality.
17
When P & G added another new laundry detergent called "Panda" to its current line of laundry detergents, this brand is a
flanker brand.
family brand.
complementary brand.
brand extension.
18
A brand uses its successful brand name to launch a new or modified product in a new category.
Brand Extension.
Line Extension.
Multi-brand.
New Brand.
19
After watching an ad for Levi’s jeans, Denise decides to buy a new pair. This is an example of …....
Information Search.
Evaluation of alternatives.
Purchase decision.
Need Recognition.
Postpurchase Behavior.
20
2 brands (e.g. American Express & SIA) jointly produce a new brand or product (e.g. SIA KrisFlyer Loyalty program).
Co-operative branding.
Complementary branding.
Ingredient branding.
