Part 3

Question 1

Convincing current customers to buy a product more frequently boosts total sales even if no new buyers enter the market

Answer 1

increasing frequency of use

Question 2

attracting new customers who have not previously used the product

Answer 2

increasing the number of users

Question 3

name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating them from the competition’s

Answer 3

brand

Question 4

what is the goal of branding?

Answer 4

create a competitive advantage

Question 5

bundle of physical, service, and symbolic attributes designed to satisfy a customer’s wants and needs

Answer 5

product

Question 6

consumer awareness and of a brand

Answer 6

brand recognition

Question 7

consumer reliance on previous experiences with a product to choose that product again

Answer 7

brand preference

Question 8

consumer refusal of alternatives and extensive research for desired merchandise

Answer 8

brand insistence