Positioning-by-intangible factor strategy guides the marketer to focus on establishing an association between the brand and which of the following
a. image factor c. intangible factor
b. equity factor d. None of the above.
Question 2A positioning-by-product-attribute strategy leads the marketing manager to focus on the association between the marketer's brand and which of the following?
a. product image c. product attribute
b. product style d. All of the above.
Question 3Establish an image of quality for Brand X.. This is an example of which of the following?
a. marketing tactic c. marketing strategy
b. marketing objective d. All of the above.
Question 4Marketing objectives are usually stated in which of the following terms?
a. brand loyalty; brand equity c. brand equity; brand association
b. brand loyalty; brand image d. brand equity; brand image
Question 5Which of the following are usually stated in terms of brand equity or brand associations?
a. marketing tactics c. marketing goals
b. marketing objectives d. None of the above.
Question 6Which of the following are formal statements that represent concrete and precise desired states of affairs articulated at the marketing level?
a. marketing strategy c. marketing tactics
b. marketing objectives d. None of the above.
Question 7The text provided an example of setting unit sales objective. Which of the following models was used for calculation?
a. sales times weight c. estimated unit sales of each factor times weight
b. anticipated sales times weight d. None of the above.
Question 8Which of the following is a standard of comparison used in performance assessment to help interpret performance ratings?
a. referent c. mode
b. model d. None of the above.
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