1. The marketing department of StyleWheel Inc., a manufacturer of luxury cars, initiates intensive marketing efforts prior to the launch of a new model. Three months into the launch of the new model, the department decides to assess the short-term effects of its marketing activities. Which of the following is a reliable measure of performance for this purpose ?
Customer awareness
Shareholder value
Perceived quality
Market share
2. When marketers combine an existing brand with a new brand, the product is called a __________.?
master brand
sub-brand
parent brand
family brand