1. Customer intimacy refers to companies that ______.
a. pride themselves on quality and innovation
b. are willing to tailor their products to particular customer needs c. target and position themselves high in the market
d. are good at production and delivery, and price and convenience
2. Marketer 1 is marketing soft pretzels. Marketer 2 is marketing for a local amusement park. Why might their strategies differ?
a. They don’t, their strategies would be the same.
b. Marketer 1 has a tangible product, white marketer 2 has an intangible product.
c. Marketer 1 would focus more on price than marketer 2.
d. Marketer 2 would focus more on promotion than marketer 1.
3. An example of a tangible purchase is _______.
a. consulting advice
b. the symphony
c. financial services
d. clothing
4. Which of the following is an example of “experience marketing”?
a. Starbucks
b. Cirque du Soleil
c. financial services
d. clothing
5. Some brands are closely associated with colors.
a. True
b. False
6. Which is not a quality associated with the brand name under the company’s control?
a. product shape
b. customer feedback
c. packaging
d. logo
7. Companies build associations to their brands through _____.
a. classical conditioning
b. operant conditioning
c. learning
d. behavioral studies
8. Which of the following brand names lacks an inherent meaning?
a. Coca-Cola
b. Nike
c. Trump Towers
d. Geek Squad
9. Which is not true about firms and brands named after the founder?
a. They tend to have no inherent meaning.
b. They show little creativity in marketing.
c. Customers can easily identify the name and products.
d. They serve primarily as an ego trip for the founders.
10. ABC Company is entering a new international market and has decided to enter the market under a different brand name. The selected brand name should not ______.
a. engage the customer verbally
b. bring certain connotations to mind
c. engage the customer sensually
d. disregard cultural meanings