Chapter 1

Question 1

A marketer is in charge of which tasks in a business?

Answer 1

Creating a strategic plan to guide branding, marketing, and communications.

Question 2

What are the three components of a brand?

Answer 2

1) brand strategy
2) brand positioning
3) brand identity

Question 3

How does the brand development process begin?

Answer 3

By researching the market to determine the target audience

Question 4

A marketer’s job is to understand ____.

Answer 4

How a product or service fits into the target consumer’s life in a way that will make their life better AND TELL THEM THAT

Question 5

4 stages of the AIDA model

Answer 5

1) Awareness
2) Interest
3) Desire
4) Action

Question 6

Cognitive purchases

Answer 6

We have to think hard about it

Here we spend a lot of time to research before a purchase. (Don’t know the category or it is an expensive item)

Question 7

Responsive Purchases

Answer 7

We heard about it

This is where product and brand management plays a critical role in creating awareness and desire.

Question 8

Reflexive purchases

Answer 8

We buy it out of habit

What brands strive for, but takes consistent experience over time to develop this trust