Questions for Exam #2

1. Which type of brand/ing is considered "the placement of one brand within another brand?"

a)Flanker Brand

b)Complementary Branding

c)Ingredient Branding

d)Co-Branding

Answer: C- Ingredient Branding

2. What is the correct consumer decision-making process?

a)problem recognition->information search->evaluation of alternatives->

purchase decision ->post purchase evaluation.

b)evaluation of alternatives->information search->problem recognition->

purchase decision->post purchase evaluation.

c)information search->problem recognition->evaluation of alternatives->

purchase decision->post purchase decision.

d)problem recognition -> evaluations of alternatives-> information search->

purchase decision->post purchase decision.

answer: A

3. The five roles of the buying center are: users, buyers, influencers, deciders and gatekeepers. Of these, which one controls the flow of information to members of the buying center?

a)Users d)Deciders

b)Buyers e) Gatekeepers

c) Influencers

Answer: e- Gatekeepers

4. Define continuous campaign schedule of advertising.

a) Combining advertisements with other marketing efforts into larger more integrated effort revolving around a central idea or theme.

b) Continuous advertising with bursts of higher intensity during the course of the year, 

most notably  during peak seasons.

c) A schedule in which companies present ads only during specific times and not at all during off seasons.

d) When the company advertises in level amounts because product purchases are essentially "random" events. 

Answer: D