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Question
The most basic form of brand equity is ________.
A) perceived reliability
B) brand loyalty
C) brand association
D) perceptive quality
E) brand awareness
Answer
This answer is hidden. It contains 178 characters.
Related questions
Q:
During the evaluation stage of the product adoption process, consumers ________.
A) seek out information to further define the product
B) get to know of the product, but have insufficient information to move forward through the adoption process
C) purchase the product for the purpose of making a value decision
D) combine all information and assess the product for trial purchase
E) purchase the product with the intent of becoming a dependable user
Q:
An individual purchases a product for the purpose of making a value decision. He or she is in the ________ stage of the product adoption process.
A) awareness
B) interest
C) trial
D) evaluation
E) adoption
Q:
Estimating total demand is a function of three separate purchase situations, which are ________ purchases.
A) new, ideal, and impulse
B) new, repeat, and replacement
C) new, repeat, and impulse
D) new, impulse, and replacement
E) new, convenient, and impulse
Q:
External sources of generating product ideas include ________.
A) employees from R&D
B) marketing executives
C) customer service representatives
D) customers
E) salespeople
Q:
Customers view new products much differently than companies view them. Customers care only if a product is ________.
A) new to their retail store
B) new to them
C) offered through a new outlet
D) offered online instead of at a brick-and-mortar store
E) repositioned to target new markets
Q:
When products like cell phones are promoted as a safety device for working women and moms, this demonstrates that one way to find "new" markets is to ________.
A) develop product penetration strategies
B) sell added benefits to the existing customers
C) reposition the existing products targeting different customer segments
D) alter the cost so more people can afford the product
E) create advertisements targeting working women and moms
Q:
In the ________ phase of the product life cycle (PLC), sales continue to increase but at a decreasing rate.
A) maturity
B) growth
C) introduction
D) decline
E) initial
Q:
When companies provide too few products in a product line, they run the risk of ________. A) having inefficiencies in production B) increasing barriers to market entry D) missing important market opportunities E) being differentiated from competitors
Q:
A product ________ is a group of products linked through usage, customer profile, price points, and distribution channels.
A) form
B) mix
C) line
D) cycle
E) core
Q:
Mary pretends that she has a three-bedroom house with a minivan in the driveway, even though she lives in an apartment and takes the train to work. The three-bedroom house reflects Mary's real state.
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An individual watching a reality show will react differently whether watching the show alone or at a party with friends.
Q:
Berta maintains a blog on cooking on which she shares recipes, product recommendations, and shopping tips. She has 300,000 followers and she regularly answers questions from them about cooking and where to find her favorite kitchen tools. Berta would be considered a market maven.
Q:
Maslow's hierarchy of needs theory suggests that individuals are interested in luxuries even if their basic needs have not been met.
Q:
Gender roles do not change over time and maintain uniformity across cultures.
Q:
Lifestyle refers to an individual's perspective on life as demonstrated by that person's activities, interests, and opinions (AIO).
Q:
Internal factors affecting consumer choices include personal characteristics and psychological attributes.
Q:
Delivering value to the customer is the core of marketing.
Q:
Electronic data interchange (EDI) allows ________.
A) organizations to request RFPs from potential vendors
B) customer computers to communicate directly with supplier computers
C) computers to fulfill the functions of a buying center on a virtual network
D) customers to determine the real cost of a purchase through a set of computer metrics
E) organizations to maintain a more personal relationship with customers through e-mail
Q:
The primary difference between selling to the profit-oriented market and the nonprofit market is that nonprofits ________.
A) generally opt for a new purchase rather than a straight or modified rebuy
B) have a more rational decision process
C) place more emphasis on their business goals than performance specifications
D) have a limited number of resources compared to their for-profit counterparts
E) entail purchase decisions that often include an emotional component to them
Q:
Recently, Mercedes-Benz quietly reduced its warranty coverage by eliminating some free scheduled maintenance because the expense for the firm was too high. At the same time, Hyundai and others have expanded their warranties to build consumer confidence in their cars. They realize that extending the period of warranty coverage demonstrates they are making better cars in a very tangible way. These are examples of firms considering the ________ of product warranty.
A) storage and handling
B) costs versus benefits
C) message
D) product differentiation
E) persuasiveness
Q:
The manager of NRG Beverage Company is revamping a product's label to carry a better product image to help the consumer recognize it quickly. He is focusing on the ________ requirements of labeling.
A) legislative
B) marketing
C) legal
D) industry
E) consumer
Q:
The Food and Drug Administration requires all processed-food companies to provide detailed nutritional information clearly identifying calories, fats, carbohydrates, and other information. This is an example of the ________ requirements of labeling.
A) aesthetic
B) marketing
C) legal
D) industry
E) consumer
Q:
Hazardous materials such as cleaning products, pesticides, and many other items require 14 different pieces of information be included on the label. This is an example of the ________ requirements of labeling.
A) aesthetic
B) marketing
C) legal
D) industry
E) consumer
Q:
Tiffany & Company's blue-colored box is widely recognized by consumers. Which of the following roles of packaging does this exemplify?
A) promotions
B) aesthetics
C) communication
D) harmony
E) protection
Q:
Costco and Visa joined together to offer a Costco-Visa card that allows users to get rebates on their purchases at Costco while expanding the reach of Visa to Costco members. This is an example of ________.
A) family branding
B) store branding
C) stand-alone branding
D) cobranding
E) licensing
Q:
Intel makes a product most people never see; however, it spends a great deal of money building its brand and now people ask for "Intel Inside." This is an example of linking the benefit of ________ to marketing strategy.
A) brand standards
B) brand image
C) brand connections
D) perceived bonuses
E) brand loyalty
Q:
Hiroaki bought a bicycle from a well-known brand without even considering the other equally good, unbranded bicycles. This shows the advantage that branded products have over unbranded ones in terms of ________.
A) price efficiency
B) actual performance
C) perceived quality
D) physical features
E) product variety
Q:
Since Maytag's appliances have earned a reputation as being reliable and durable, John decided to buy a new Maytag washing machine, and was willing to buy it despite the fact that it was more expensive than other brands. Which dimension of brand equity does this example illustrate?
A) brand assets
B) brand association
C) brand awareness
D) specific warranty
E) perceived quality
Q:
Deciders are an important group for the salesperson to identify because ________.
A) they make the ultimate purchase decision
B) they decide what characteristics the product should possess
C) they decide what price the company should pay
D) they have control over who is allowed to be a vendor
E) they decide who are the most significant influencers in the buying center
Q:
Johnson & Marshall, a growing producer of organic tea, creates a group to make purchase decisions that is made up of people from the purchasing department, senior management with financial knowledge, and engineers with design expertise. This group best represents a(n) ________.
A) ad hoc group
B) gate keeping group
C) data warehouse
D) buying center
E) customer touch point