Which of the following statements about brand equity is NOT true?
A) Brand equity means a brand has customer loyalty.
B) Brand equity refers to the brand's value to an organization.
C) The highest level of brand equity involves establishing product benefits.
D) Brand equity gives a firm the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins.
E) Brand equity can provide a competitive advantage.
C
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Peppers and Rogers described different steps that are involved in one-to-one marketing. These steps include all of the following except:
A) identify. B) differentiate. C) interact. D) evaluate. E) customize.
Outside money is
A. money created by the government or by nature. B. money created by the private sector, such as checking accounts at banks. C. foreign currency. D. checks that are in the process of clearing but have not cleared yet.
Buzz and viral marketing both try to ______
A) use unethical methods to popularize a brand B) market products by providing free samples to customers C) create a splash in the marketplace to showcase a brand D) induce impulse sales by displaying products close to the pay counters E) market products to customers without their knowledge
In the sentence Belinda updated her Facebook status, the verb updated is ____
A) transitive B) intransitive C) linking D) helping