MKT 353 Week 2 Quiz

Assignm

MKT 353 Week 2 Quiz | University of Phoenix

University of Phoenix / MKT 353
17 Aug 2022
Price: $8
Management Assignment Help / Marketing Management Assignment Help

MKT 353 Week 2 Quiz | University of Phoenix

1. How does branding affect consumers during the shopping experience?

· Branding helps consumers avoid being drawn in by exaggerated marketing campaigns.

· Branding makes consumers distrust product labels and information.

· Branding makes it more difficult for consumers to choose between similar products.

· Branding helps consumers distinguish one product from another.

2. Which of the following is true of the relationship between marketing and branding?

· Branding is not always needed for product success but helps to carry marketing messages to a wider audience.

· Branding and marketing are indistinguishable from one another.

· Branding is dependent on fundamental principles that never change, while marketing focuses on emerging digital technologies.

· Branding must come before marketing because it directs the way marketing is carried out.

3. Which of the following is a guiding principle when developing a unique selling proposition?

· The benefit offered must be stated in the name of the product.

· The benefit offered must be similar to the benefits offered by competitors.

· The benefit must be scientifically demonstrable.

· The benefit must be compelling enough to attract and pull in new customers.

4. How can effective brand management earn a brand a stronger position in consumers’ minds?

· By ensuring that the brand promise and consumers’ expectations align perfectly with the consumer experience

· By promising more than other brands, even if those promises go unfulfilled

· By providing benefits beyond what the brand has promised

· By setting customer expectations low, then exceeding those expectations

5. How can a company build trust with consumers?

· Oversell the product to help customers see the unique benefits the product provides.

· Advertise only to consumers who are members of the target audience.

· Use persuasive rhetorical techniques to engage consumers’ emotions.

· Be precise and truthful in explaining the brand premise.

6. What is the primary way a three-circle analysis helps a marketer develop a brand strategy?

· A three-circle analysis helps you articulate your brand personality and core values.

· A three-circle analysis helps determine where your brand offers benefits aligned with consumers’ desires.

· A three-circle analysis helps you research the best price at which to sell your products.

· A three-circle analysis helps you gather demographic data about your target audience.

7. How successful can marketing strategies be without a brand strategy?

· It usually depends on the industry, because some types of products are better suited to branding strategy than others.

· Marketing strategies are hit-or-miss without a brand strategy to guide communication and define what makes your brand different, better, and special.

· It is impossible for marketing strategies to succeed without an overarching brand strategy.

· Marketing strategies are often successful without branding, but branding is rarely successful without marketing.

8. Which of the following actions leads to success in creating a strong brand?

· Resist the urge to follow market trends too closely.

· Over new experiences for customers across different touchpoints with the brand.

· Undersell your product, then overdeliver on customer expectations.

· Focus on the benefit your brand provides to customers and communicate that consistently.

9. What is missing from the following brand positioning statement for a new line of basketball shoes called StrikerSneaks?

· The shoes are designed for 14–18-year-old male basketball players.

· StrikerSneaks help you jump higher and sprint faster than ever before.

· That’s because StrikerSneaks are designed to make you the best player in the league!

· A compelling reason why

· The benefit

· The price

· Nothing is missing

10. What is missing from the following brand positioning statement for a monthly subscription of activity boxes for children that teach them STEM skills?

· The activity boxes are designed for 6–12-year-old girls with a budding interest in science, technology, engineering, and mathematics

· MangoLab boxes include creative, hands-on projects to provide a head start for future innovators.

· That’s because each MangoLab box is designed by a team of all-star educators and engineers who know that experiments spark innovation!

· The target audience

· The benefit

· The price

· Nothing is missing

11. Which group might be an effective target audience for a new high-protein breakfast cereal that has zero grams of sugar but still tastes delicious?

· Middle-class, health-conscious men and women aged 30–45

· All people who eat breakfast

· Americans

· Teenagers

12. Which of the following is an example of a product that offers a psychological benefit?

· A snack bar that leaves you feeling satisfied until your next meal

· A grocery delivery service with no delivery fee for orders above $35

· A vacuum designed to clean up pet hair better than similar products do

· A video game console that comes with two controllers at no extra cost

13. Which of the following is a compelling reason why for a commuter bicycle with the benefit of keeping bikers safe on busy roads?

· The Roadweaver 9000 has the highest safety ratings of all commuter bikes, according to a recent survey.

· That’s because the Roadweaver 9000 is equipped with LED turn signals and tail lights to ensure visibility in all road conditions.

· The Roadweaver 9000 is the perfect bike for early-morning commuters in major metropolitan areas.

· That’s because the Roadweaver 9000 is the preferred bike among businesspeople in major metropolitan areas.

14. Why is it important to develop an emotional connection with the consumer when developing a brand positioning statement?

· Showing consumers an emotional benefit of your product differentiates your product from others and provides a solution for a meaningful problem.

· Consumer feelings reflect the reality of their purchasing experience, so the brand positioning must match that reality to be seen as legitimate.

· Consumers are rarely capable of making logical purchasing decisions and are mostly persuaded by their emotions.

· It’s not important—consumers often see right through emotional appeals and will go somewhere else if they feel they are being manipulated.

15. Which of the following is a good tip for developing a brand positioning statement?

· Define the target audience as broadly as possible.

· Keep it to no more than one short sentence.

· Focus on psychological benefits rather than functional benefits.

· Be specific and concise in explaining the benefit and reason why.