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Question
Leo Burnett advertising agency uses scanner data to cluster food buyers into six groups. Which of these groups consists of people who buy all major brands, always on deals?
A. Loyalists
B. Price-driven
C. Light users
D. Rotators
Answer
This answer is hidden. It contains 103 characters.
Related questions
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B. They are based on assumption of risk.
C. They always require buyers to prove that there was direct sale from the manufacturer.
D. They have a negative impact upon a manufacturer's willingness to innovate.
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Under the concept of strict liability, the:
A. buyer is unjustified to depend on the seller being right.
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The _____ is typically the last stage in the life cycle of a public concern that often lasts for years, and where general shifts in a country's political thinking may cause various issues to move into or out of the idle state.
A. trial support phase
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Which of the following is true of the stirring phase of the life cycle of a public concern?
A. It is characterized by a would-be leader and a muted cause seeking a political base.
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Managements today demand tough standards, rigorous auditing at all points, good record keeping, and training of new product employees.
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The concept of strict liability requires proof that a direct sale from the manufacturer to the injured user took place.
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New regulatory legislation is often precise and made exclusively to prevent a period of jockeying among adversaries.
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Discuss the use of prototypes as concept statement formats.
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Briefly describe the provisos which can be applied by an organization to resist the bazooka effect.
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Conjoint analysis is used to identify _____.
A. survey variations
B. the optimum combination of attributes
C. high-potential gaps
D. the optimum price for a product
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The optimum proportion of attributes desired by a market can be identified with the help of ____.
A. attribute calibration
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A concept statement developed during the new product development process:
A. describes the technology to be used for manufacturing the product.
B. discusses the results of prototype testing.
C. states a difference and how that difference benefits the customer.
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The first purpose of concept testing is to:
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A product concept is a:
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B. product feature.
C. physical prototype.
D. claim of proposed satisfactions.
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Concept testing was essentially invented by ____.
A. industrial firms
B. wholesalers
C. retailers
D. advertising firms
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Which of the following actions can prevent the bazooka effect?
A. Allowing an idea source to participate in the initial reaction
B. Giving the authority of rejecting an idea to a single person
C. Encouraging the participants to give an initial reaction based on pure intuition
D. Using trained and experienced evaluators for evaluating an idea
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Which of the following is true of the product innovation charter (PIC) of a firm?
A. The PIC is formulated at the end of the new products process.
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A. Up-front evaluations are conducted after the development phase in the new products process.
B. Up-front evaluations increase the likelihood of incurring cost overruns.
C. During this phase of the process, not much attention is given to finalizing the positional statement.
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Prototypes are the least expensive form of concept statements because very few decisions have to be made about the new product to get it into a prototype.
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Concept testing can be used for developing an idea, not just for testing it.
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Market analysis precedes the preparation of the product innovation charter and provides "a priori" conclusions about new product proposals.
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Describe the cumulative expenditures curve.