第七章单元测试
- 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?
- Brand ________ are devices that can be trademarked and serve to identify and differentiate the brand.
- If consumers can easily recall and recognize a brand element, the brand element is said to be ________.
- To achieve integrated marketing, marketers need a variety of different marketing activities that consistently reinforce the brand promise.
- When a firm uses an established brand to introduce a new product, it is called a brand ________.
- The introduction of Diet Coke by the Coca-Cola Company is an example of ________.
- Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.
- What roles can brand play as part of a portfolio?
- When a firm uses an established brand to introduce a new product, the product is called a ().
- reflects the number and nature of both common and distinctive brand elements.
- 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.
- Integrated marketing is to create brand equity by linking the brand to other information in memory that conveys meaning to consumers.
A:the initial choices for the brand elements or identities making up the brand B:the profitability associated with brand development C:associations indirectly transferred to the brand by linking it to a person D:the product and all accompanying marketing activities and supporting marketing programs
答案:the product and all accompanying marketing activities and supporting marketing programs
A:elements B:images C:value propositions D:perceptions
A:protectable B:memorable C:meaningful D:adaptable
A:对 B:错
A:positioning B:extension C:valuation D:harmonization
A:line extension B:category extension C:brand harmonization D:brand dilution
A:错 B:对
A:Hight-end Prestige B:Cash Cows C:Fighter D:Low-end Entry Level
A:integrated marketing B:leveraging secondary associations C:brand extension D:branding strategy
A:Branding strategy B:Online marketing C:Integrated marketing D:Choosing Brand Elements
A:错 B:对
A:错 B:对
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