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Desirable qualities for a brand name include all of the following except _______ .
The name should translate easily into foreign languages
It should suggest something about the product’s benefits and qualities
The brand should almost always be a long word to get attention
It should be easy to pronounce, recognize, and remember
Generally, the consumer’s purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. What is one of these factors?
Post purchase behavior
Habitual buying behavior
Attitude of others
_________ occurs when two established brand names of different companies are used on the same product.
It is especially difficult for many Western firms to break into the closely knit tradition-bound ___________ distribution network.
The research plan outlines sources of existing data and spells out the specific research approaches, contact methods, _________, and instruments that researchers use to gather new data.
all of the above
One risk of _________ is that sales may come at the expense of other items in the line. It works best when it takes sales away from competing brands. not when it “cannibalizes” the company’s other items
All of the statements below reflect the definition of customer-perceived value, except which one?
The benefits of diet soft drinks are judged to be reasonable and fair in comparison to other types of soft drinks
FedEx offers reliable package delivery at a reasonable price
Alex brought home his Lexus for $45,000; he luxuriated in the handling and smell of the leather interior
The benefits of undergraduate tuition at state schools are judged to be reasonable and fair in comparison to competing private schools
All of the above are correct
Advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference. However, the fact is that brands are not maintained by advertising but by the __________ .
line extensions brand experience
When setting prices, the company also must consider other factors in its external environment ________ can have a strong impact on the firm’s pricing strategies. This includes factors such as boom or recession, inflation, and interest rates affecting pricing decisions.
Canada Dry and Colgate-Palmolive have appointed _________ managers to maintain and protect their brand’s images, associations, and quality, and to prevent short-term actions by overeager brand managers from hurting the brand.
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