1. | Question : | (TCO C) When a company marketer expresses their vision of what the brand must be and do for consumers, they are expressing what is called ________. | | | Student Answer: | | a brand promise | | | | a brand personality | | | | a brand identity | | | | a brand position | | | | a brand revitalization | | Instructor Explanation: | Page Ref: 245 | | | | Points Received: | 6 of 6 | | Comments: | | | |

Question 2. | Question : | (TCO C) Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company. | | | Student Answer: | | product licensing | | | | brand extensions | | | | brand architecture | | | | brand audits | | | | brand dilutions | | Instructor Explanation: | Page Ref: 264 | | | | Points Received: | 6 of 6 | | Comments: | | | |

Question 3. | Question : | (TCO H) When the total market expands, the ________ usually gains the most. | | | Student Answer: | | market challenger | | | | market leader | | | | market follower | | | | market nicher | | | | market entrant | | Instructor Explanation: | Page Ref: 301 | | | | Points Received: | 6 of 6 | | Comments: | | | |

Question 4. | Question : | (TCO H) A company marketing manager has developed a strategy that will require the organization to erect outposts to protect its weak front-running brands. In this ________ defense, the outposts will be central to the organization's new competitive strategy. | | | Student Answer: | | position | | | | flank | | | | preemptive | | | | counteroffensive | | | | mobile | | Instructor Explanation: | Page Ref: 303 | | | | Points Received: | 6 of 6