If the industry at large has an average brand association of 50 percent using Brand Association X and the brand in question has averaged 30 percent over the past year, then next year's brand association objective should be set at a _____ level than 30 percent.
a. same c. higher
b. lower d. comparable
Question 2Which of the following is a concern for marketing objectives?
a. brand image c. brand association
b. brand equity d. brand longevity
Question 3Which of the following is not a factor considered in setting marketing objectives?
a. industry average in relation to market share c. anticipated market changes
b. forecasted changes d. anticipated changes within the firm
Question 4Increase recognition of the brand name and its key benefit of sexually appealing smile by 200 percent by the end of next year. This is an example of which of the following?
a. corporate objective c. marketing objective
b. executive objective d. marketing communications objective
Question 5In setting marketing objectives, once the norms of the objective measure to be used are determined, the manager does which of the following?
a. sets desired level c. sets objectives in terms of brand associations
b. sets time frame d. All of the above.
Question 6Identification of the objective dimension is predicated on which of the following?
a. identifying corporate goals c. identifying market changes
b. identifying positioning strategy d. None of the above.
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