1、Red Bull enlisted college students as “Red Bull student brand managers” to distribute samples, research drinking trends, design on-campus product promotion activities, and write stories for student newspapers. From a marketing management perspective,
A、associations indirectly transferred to the brand by linking it to a person
B、the initial choices for the brand elements or identities making up the brand
C、the profitability associated with brand development
D、the product and all accompanying
2、Brand ________ are devices that can be trademarked and serve to identify and differentiate the brand.
A、perceptions
B、elements
C、images
D、value propositions
3、If consumers can easily recall and recognize a brand element, the brand element is said to be ________.
A、protectable
B、meaningful
C、memorable
D、adaptable
4、To achieve integrated marketing, marketers need a variety of different marketing activities that consistently reinforce the brand promise.
A、错
B、对
5、When a firm uses an established brand to introduce a new product, it is called a brand ________.
A、positioning
B、extension
C、valuation
D、harmonization
6、The introduction of Diet Coke by the Coca-Cola Company is an example of ________.
A、brand harmonization
B、brand dilution
C、category extension
D、line extension
7、Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.
A、错
B、对
