国际市场营销（山东交通学院）答案2023秋

第七章测试

1.Red Bull enlisted college students as "Red Bull student brand managers" to distribute samples, research drinking trends, design on-campus product promotion activities, and write stories for student newspapers. From a marketing management perspective, which of the following brand equity drivers is most applicable in the given scenario?
A:the initial choices for the brand elements or identities making up the brand B:associations indirectly transferred to the brand by linking it to a person C:the profitability associated with brand development D:the product and all accompanying marketing activities and supporting marketing programs
答案:D
2.Brand ________ are devices that can be trademarked and serve to identify and differentiate the brand.
A:perceptions B:elements C:images D:value propositions 3.If consumers can easily recall and recognize a brand element, the brand element is said to be ________.
A:protectable B:adaptable C:meaningful D:memorable 4.To achieve integrated marketing, marketers need a variety of different marketing activities that consistently reinforce the brand promise.
A:错 B:对 5.When a firm uses an established brand to introduce a new product, it is called a brand ________.
A:valuation B:positioning C:extension D:harmonization 6.The introduction of Diet Coke by the Coca-Cola Company is an example of ________.
A:brand dilution B:brand harmonization C:category extension D:line extension 7.Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.
A:错 B:对 8.What roles can brand play as part of a portfolio?
A:Cash Cows B:Low-end Entry Level C:Hight-end Prestige D:Fighter 9.When a firm uses an established brand to introduce a new product, the product is called a ().
A:brand extension B:leveraging secondary associations C:branding strategy D:integrated marketing 10.reflects the number and nature of both common and distinctive brand elements.
A:Choosing Brand Elements B:Branding strategy C:Online marketing D:Integrated marketing 11.In leveraging secondary associations, linking a brand to someone or something else can be risky because anything bad that happens to that other entity can also be linked to the brand.
A:对 B:错 12.Integrated marketing is to create brand equity by linking the brand to other information in memory that conveys meaning to consumers.
A:对 B:错