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QUESTION

Brand equity for a company such as Levi Strauss (clothing) is built on awareness, perceived value, and __________________________.

  1. Brand equity for a company such as Levi Strauss (clothing) is built on awareness, perceived value, and __________________________.
  2. broker channels with brand-identified outlet malls and discount retailers.
  3. agent channels such as ebay sellers who offer lower-priced counterfeit goods.
  4. industrial knowledge that helps the company produce better looking products with rock-bottom prices for customers.
  5. associations that reflect the mental and emotional links as well as brand loyalty for repeat purchases.
  1. The use of "puffery" is not usually considered illegal or unethical in advertising unless it can be shown to deceive or cause harm to consumers through _________________________ in pricing.
  2. fluctuation.
  3. deception.
  4. attraction.
  5. legitimation. 
  1. The challenge of product complexity is best represented by the textbook model showing all of the following EXCEPT:
  2. management software and hardware implementation at retail locations
  3. core customer value
  4. brand name, quality level, packaging and features / design
  5. financing, product warranty and product support
  1. Developing long-term relationships with customers is so extremely valuable to companies that marketers must develop and use post-purchase surveys or evaluations to measure quality along with customer satisfaction and loyalty. These surveys will show ____________________. 
  2. higher prices and longer wait times for telephone assistance.
  3. the dislike of parting gifts such as goodie bags.
  4. social media use, internal marketing overload, and additional paperwork.
  5. the three possible outcomes of satisfaction, dissonance and / or loyalty.
  1. Brand names and trademarks have value for marketers because they offer all of the following functions EXCEPT:
  2. they are assets that can be legally protected and constitute a unique form of ownership
  3. they offer protection from competition and price erosion
  4. an intermediary stop for communications between producers and the final customers.
  5. they facilitate purchases and establish loyalty
  1. Price skimming occurs when ______________________________________ are willing to pay a high price in order to obtain a new product or service.
  2. early majority buyers
  3. late majority buyers
  4. laggards
  5. innovators and early adopters
  1. Firms such as BMW create product mix with various product lines which are _____________________.
  2. groups of associated items that consumers tend to use together or think of as part of a groups of similar products or services.
  3. linked by supply chains and manufacturing similarities that will allow customers to easily interchange models from one category with another.
  4. unsought product or services that consumers either do not normally think about buying or do not know about at all.
  5. reflect marketing and logistical redundancies that can be expensive to design and maintain over decades of development.
  1. When firms have the objective to build sales, market share and profits quickly during the introduction of a new product or service, it is called ______________________.
  2. market penetration strategy
  3. prescreening and postpurchase pricing strategy
  4. industry cooperative collusion
  5. clearance planning and sell-outs
  1. Many companies use a _________________________ to determine the ___________________________ where the number of unites sold generate just enough revenue to equal the total costs.
  2. push and pull strategies; best substitute alternatives
  3. product life cycle average; supply-demand point
  4. weighted average analysis; weighted average point
  5. break-even analysis; break-even point
  1. When a firm deliberately prices a product above the prices set for competing products, either to capture those customers who always shop for the best or for whom price does not matter, it is called ____________________.
  2. premium pricing
  3. status quo pricing
  4. competitive parity
  5. no-haggle pricing
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