Question 1

M-commerce is the buying and selling of goods and services through wireless handheld devices.

Accepted Answer

Mobile marketing is marketing through wireless handheld devices,such as cellular telephones,and m-commerce or mobile commerce involves completing a transaction via the cell phone.

Question 2

Andrea wants to build top of the mind awareness for her nail shop.The best way for her to develop this awareness would be to _______.

Accepted Answer

By creating brand awareness the customer will be able to recognize or recall the association of the brand name to a particular retailer or type of product.This top of mind awareness can be achieved through many different ways,one way being advertising.

Question 3

When customers indicate they know the brand when the name is presented to them it is referred to as ______________.

Accepted Answer

There is a range of consumer's brand awareness starting with aided recall that occurs when consumers indicate they know the brand when the name is presented to them.

Question 4

Macy's annual Thanksgiving Day parade and the accompanying publicity builds top-of-mind awareness for the retailer.

Accepted Answer

Top-of-mind awareness,the highest level of awareness,occurs when consumers mention a specific brand name first when they are asked abut the type of retailer,a merchandise category,or a type of service.

Question 5

What is brand awareness?

Accepted Answer

Brand awareness refers to a potential customer's ability to recognize or recall that the brand name is a particular type of retailer,product or service.

Question 6

Cinderella's castle would be an example of a(n)_____.

Accepted Answer

Brand association is anything linked to or connected with the brand name in a consumer's memory.

Question 7

Despite the difference in price,Mark would go out of his way to purchase donut holes at Dunkin' Donuts on his way to work even though there were donut shops within a block of his office.It can be said that Dunkin' Donuts ___________.

Accepted Answer

Customer loyalty arises from high awareness and emotional ties.High awareness and strong emotional connections reduce the incentive of customers to switch to competing retailers.

Question 8

In order to build the brand equity of their private label merchandise,a retailer needs to _________________.

Accepted Answer

By creating brand awareness the customer will be able to recognize or recall the association of the brand name to a particular retailer or type of product.

Question 9

For most of the past century,Sears enjoyed the success of Craftsman brand tools.Since Sears communicates the brand's durability through advertisement,performance and guarantees,Craftsman is the leading brand of choice for consumers interested in purchasing tools.Which of the following statements best describes Sears' communication program?

Accepted Answer

The Craftsman brand provides value to both customers and Sears,impacting the customer buying decisions and satisfactions.The level of brand image that Craftsman has achieved has been reached through a developed long-term communication program.

Question 10

Pop-up stores are temporary storefronts that exist for only a limited time and generally focus on a new product or limited group of products offered by a retailer.

Accepted Answer

An extreme type of sales promotion is a pop-up store.Pop-up stores are temporary storefronts that exist for only a limited time and generally focus on a new product or limited group of products offered by a retailer.

Question 11

The value that brand image offers retailers is referred to as _________.

Accepted Answer

Brand equity is the value that brand image offers retailers.

Question 12

Aided recall is the highest level of brand awareness.

Accepted Answer

Top of mind awareness is the highest level of brand awareness.

Question 13

A local television commercial is called a spot.

Accepted Answer

Television commercials can be placed on a national network or local station.A local television commercial is called a spot.

Question 14

Brand association is the ability of a potential customer to recognize or recall that the brand name is a type of retailer or product/service.

Accepted Answer

Brand awareness is the ability of a potential customer to recognize or recall that the brand name is a type of retailer or product/service.

Question 15

The name of a retailer is a brand that indicates to consumers the type of merchandise and services offered by the retailer.

Accepted Answer

A brand is a distinguishing name or symbol,such as a logo,that identifies the products or services offered by a seller and differentiates those products and services from the offerings of competitors.

Question 16

What is a brand?

Accepted Answer

A brand is a distinguishing name or symbol that identifies the products offered by a seller and differentiates those products and services from the offerings of competitors.

Question 17

A more updated version of word-of-mouth communication using technology are consumer's blogs.

Accepted Answer

A blog (Weblog)contains periodic posts on a common Web page.A well-received blog can communicate trends,announce special events,and create word-of-mouth,which is communication between people about a retailer.

Question 18

Retailers build top-of-mind awareness by ______.

Accepted Answer

By creating brand awareness the customer will be able to recognize or recall the association of the brand name to a particular retailer or type of product.This top of mind awareness can be achieved through many different ways,one way being utilizing memorable symbols such as brand logos or slogans.

Question 19

A benefit of extending a brand name to support the retailer's growth is that minimal communication expenses are needed to create awareness and a brand image for the new concept.

Accepted Answer

An important benefit of extending a brand name is that minimal communication expenses are needed to create awareness and a brand image for the new concept.Customers will quickly transfer their awareness and associations about the original concept to the new concept.

Question 20

What is brand image?

Accepted Answer

A brand image is a set of associations that are usually organized around some meaningful themes.

Quiz 15: Retail Communication Mix