Which of the following do economies of scale refer to?

For additional information refer to slide 5 of week 4.

Why do big companies tend to have a lower image then smaller ones?

For additional information refer to slide 8 of week 4.

Which of the following does mass market refer to?

For additional information refer to slide 13 of week 4.

Which of the following can guerrilla marketing be defined as?

For additional information refer to slide 30 of week 4.

What characteristics should the stories that companies tell consumers contain?

A story should be able to create empathy between the target and the product. INTIMACY creates a bond, so it is fundamental for the customer relationship.

Among the possible strategies to grow up, a company can decide to do what?

For additional information refer to slides 44-46 of week 4.

What does brand architecture help define?

For additional information refer to slide 50 of week 4.

Based on their roles, brands can be classified into different categories such as...

Brands that ensure the future of the company, these brands are typically growing and appreciated by the customers.

Companies that adopt the so called House of Brands strategy…

For additional information refer to slide 54 of week 4.

Which of the following is found among the market continuum stages?

For additional information refer to slide 12 of week 4.

What is a touchpoint?

For additional information refer to slide 25 of week 4.

Which of the following does product placement refer to?

For additional information refer to slide 29 of week 4.

For additional information refer to slide 39 of week 4.

Which of the following groups can touchpoints be classified as?

Owned touchpoints are touchpoints owned by the company so under its total control. (e.g. company website).

Product placement and word of mouth are examples of which of the following? (Order does not matter)

For additional information refer to slide 29 of week 4.

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