Test Questions

1. What is brand parity?
a. part of a brands image.
b. when consumers think one brand is better than other similar brands.
c. when consumers believe that most brands offer the same set of attributes.
d. something a marketing team strives for in products they represent.

2. A firms image is based on...
a. the way consumers feel about an organization and its brands.
b. the way other businesses feel about an organization and its brands.
c. the way a firms marketing team feels about the organization and its brands.
d. consumers and businesses feelings about the overall organization and its individual brands.

3. The two components most directly related to developing quality integrated marketing communications are...
a. information search and evaluation of alternatives.
b. dual marketing channels and health emphasis.
c. cognitive mapping and pleasure pursuits.
d. problem recognition and postpurchase evaluation.