Midterm Questions

Please read chapters 1-7 before you start the test. You are free to use your notes and textbook on this exam. Your responses must be thoughtful. Use examples where necessary.

Plagiarism of responses will result in you scoring 0 on the entire exam.

1-Explain the concept of psychographic targeting and how it is being used in today’s marketplace.

2-List and briefly describe the promotional mix elements.

3-Explain the role of the fair use doctrine in copyright protection.

4-Name and describe the two forms of brand knowledge from a consumer perspective.

5-Discuss the benefits of brand equity from the firm’s perspective.