Which of the following entails configuration of beliefs represented on bipolar scales?
a. aided-recall measure c. cognitive-structure index
b. image measure d. None of the above.
Question 2Which of the following is a method that captures brand knowledge; it is typically an inventory of items in which respondents rate the likelihood of the brand having or not having certain features on a 7-point rating scale varying from very unlikely to very likely?
a. aided-recall measure c. cognitive-structure index
b. image measure d. None of the above.
Question 3Which of the following is a method that capture respondents' perceptions of the benefits, costs, and/or other attributes of the brand?
a. aided-recall measure c. cognitive-structure index
b. image measure d. None of the above.
Question 4Which of the following describes methods to capture what consumers remember about the advertisement, the brand name, and the benefits and costs of the brand by asking subjects to recall the information without giving them memory cues?
a. image measure c. cognitive-structure index
b. aided-recall measure d. None of the above.
Question 5Which of the following is not a measure of marketing objectives and performance?
a. aided-recall c. belief strength
b. cognitive structure d. All of the above are valid measures.
Question 6Which of the following describes methods to capture brand awareness by presenting sample respondents with an advertisement without the brand name and asking respondents if they recognize the brand name?
a. recognition measures c. image measure
b. aided-recall measures d. cognitive-structure measures
Question 7Which of the following is a corporate performance standard traditionally measured in terms of cash availability after a given time?
a. profit c. brand sales
b. cash flow d. market share
Question 8Which of the following is a corporate performance standard, traditionally measured in terms of a product's revenues minus costs for a given time period?
a. profit c. brand sales
b. cash flow d. market share
Question 9Which of the following are corporate objectives?
a. profit; cash flow c. market share; brand association
b. profit; brand trial d. market share; brand trial
Question 10Cash flow is an objective for which of the following organizational levels?
a. corporate c. marketing communications
b. marketing d. None of the above.
Question 11Profit is an objective for which of the following organizational levels?
a. corporate c. marketing communications
b. marketing d. None of the above.
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