Explain the hierarchy of brand associations.
Question 2Which communication function of a firm is responsible for informing and persuading buyers?
a. marketing
b. research
c. distribution
d. promotion
Question 3There are two approaches to creating a perceptual map: an attitude-based approach and a demographic approach.
a. True
b. False
Indicate whether the statement is true or false
Question 4A covariance matrix contains the covariance for every pair of variables among a set of metric variables.
Indicate whether the statement is true or false
Question 5How are brand associations created?
Question 6The management of a superstore chain is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its local sites. Which type of research would be most effective?
a. product research
b. pricing research
c. distribution research
d. promotion research
Question 7Positioning studies are used to get a sense of how customers view a company or brand in the marketplace.
a. True
b. False
Indicate whether the statement is true or false
Question 8A negative relationship means that as one variable decreases in value, the other also decreases.
Indicate whether the statement is true or false
Question 9Identify and explain the consumers' benefits of branding.
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