Exam 2: Integrated Brand Communication

Which of the following is NOT a desirable quality for a brand name?

Procter & Gamble has sales of almost $50 billion and spends more than $4 billion on advertising every year. The company's corporate brand value is estimated to be more than $107 billion. In terms of key players in marketing, which one does Procter & Gamble represent?

Using ________, a partner company rents another company's brand name and transfers some of that brand equity to another product.

The goal of marketing is to match a product's availability to ________.

________ markets consist of people who buy products and services for personal or household use.

Institutional markets consist of people who buy products and services for personal use.

What is the second step in the marketing process?

The complex network of suppliers that produce components and ingredients that are then sold to the manufacturer is known as the ________.

When Tylenol brand of pain relief capsules were tampered with, resulting in the death of several consumers, the manufacturer pulled all of its products from store shelves, redesigned packaging to resist tampering, and reintroduced noncapsule forms of the product. This was very expensive for Tylenol to do, but the company knew that the reputation, meaning, and value that its brand name had acquired over time held financial value. Today, Tylenol brand medications have the reputation of being high-quality products. The reputation, meaning, and value that the Tylenol brand name has acquired over time is known as ________.

Brand value comes in two forms: the value to the ________ and the value to the ________.

Advertising is the process of creating the tangible and intangible elements of a brand.

The four tools of product, price, place (distribution), and promotion are collectively referred to as the ________.

The classification to which a product is assigned is known as the ________.

A company that uses an established brand name with a related line of products is using a(n)________.

The act of trading a desired product or service to receive something of value in return is called a(n)________.

Which of the following is NOT a way advertising adds value to a product?

________ markets are made up of members of a company's distribution chain.

How does a brand name add value to a product?

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

Integrated marketing communication (IMC)is a recent trend that uses databases to drive communication with customers and keep track of their interactions with a company.