Exam 2 MBA 650 || A+ Graded Already.
_________ can work to the advantage of marketers with strong brands when consumers make
neutral or ambiguous brand information more positive. correct answers E) Selective distortion
The milder information search state where a person simply becomes more receptive to
information about a product is called __________. correct answers D) heightened attention
The anchoring and adjustment heuristic comes to play when consumers base their predictions on
the quickness and ease with which a particular example of an outcome comes to mind. correct
answers B) False
Which of the following is a form of cheating or undersupply relative to an implicit or explicit
contract which actually takes place when buyers cannot easily monitor supplier performance?
correct answers C) opportunism
In the __________ step of the market segmentation process, the marketer determines which
demographics, lifestyles, and usage behaviors make each needs-based segment distinct and
identifiable. correct answers E) segment identification
When the Modern Museum of Art separated its consumers by whether they were culture-oriented
or outdoor-oriented for its new exhibit on art that used natural materials, they were using
________ segmentation. correct answers A) psychographic lifestyle
A marketer is interested in segmenting a business market based on technology and customer
capabilities. These criteria illustrate which of the following major segmentation variables?
correct answers B) operating variables
A ______ offering consists of two parts: a naked solution and discretionary options. correct
answers D) flexible market
A company can learn a great deal by analyzing the degrees of brand loyalty. For example,
________ can show the firm which brands are most competitive with its own. correct answers B)
split loyals
The typical approach to positioning is to inform consumers of a brand's membership before
stating its point-of-difference. correct answers A) True
Perceptual maps provide quantitative portrayals of market situations and the way consumers
view different products, services, and brands along various dimensions. correct answers A) True
Which of the following statements about the branding guidelines for small business is TRUE?
correct answers A) A small business must creatively conduct low-cost marketing research
The ______ defines which other brands a brand competes with and therefore which brands
should be the focus of competitive advantage correct answers E) competitive frame of reference
,Which of the following statements about brand mantras is TRUE? correct answers A) They can
provide guidance about what ad campaigns to run and where and how to sell the brand.
The goal of positioning is to ________. correct answers A) locate the brand in the minds of
consumers to maximize the potential benefit to the firm
Nivea became the leader in the skin cream class on the "gentle", "protective" and "caring"
platform. The company further moved into classes such as deodorants, shampoos and cosmetics.
Attributes like gentle and caring were of no value unless consumers believed that its deodorant
was strong enough, its shampoo would cleanse and its cosmetics would be colorful enough. This
is an example of ________. correct answers C) category points-of-parity
The failure of Cracker Jack cereal is an example of consumers' _________ dictating that the
extensions were inappropriate for the brand. correct answers D) brand knowledge
The role of relatively high-priced brand in a portfolio is often to attract customers to the brand
franchise or to "build traffic" correct answers B) False
When a consumer expresses thoughts, feelings, images, experiences, beliefs associated with the
brand, the consumer is expressing ________. correct answers A) brand knowledge
In Interbrand's brand valuation model, Brand Value is the likelihood the brand will realize
forecasted Brand Earnings. correct answers B) False
The business buying process begins when someone places an order with a sales representative.
correct answers False
The demand for business goods is ultimately derived from the demand for raw materials. correct
answers False
Sigmund Freud assumed that the psychological forces shaping people's behavior are largely
unconscious, and that people cannot fully understand their motivations. correct answers True
The expectancy-value model of attitude formation posits that consumers evaluate products and
services by combining their brand beliefs according to importance. correct answers True
The business buyer makes the fewest decisions in the straight rebuy situation and the most in the
new-task situation. correct answers True
In a buying center, people who authorize the proposed actions of deciders or buyers are
initiators. correct answers False
When a marketer tries to alter consumers' beliefs about her company's brand to get the
consumers to rethink a purchase decision, she is using ________. correct answers psychological
repositioning
,In a ________ purchasing situation, the buyer wants to make some change to existing product
specifications, prices, delivery requirements, or other terms. correct answers modified rebuy
Which of the following is a form of cheating or undersupply relative to an implicit or explicit
contract which usually takes place when buyers cannot easily monitor supplier performance?
correct answers opportunism
Anne is a frequent purchaser of Yoplait strawberry yogurt. For once, she decides to try a
different flavored yogurt. Instead of trying out the flavors offered by competing brands, Anne
selects a different flavor offered by Yoplait. Here, her past experience with the brand prompts
her to make the choice. Anne's behavior can be best described as ________. correct answers
generalization
Brand personality is the specific mix of human traits that may be attributed to a particular brand.
correct answers True
manufacturers are not going to buy much more leather if the price of leather falls, nor will they
buy much less leather if the price rises, unless they can find satisfactory substitutes. This is an
example of ________. correct answers inelastic demand
The associative network memory model views long-term memory as ________. correct answers
a set of nodes and links
Hard-core loyals can show the firm which brands are most competitive with its own. correct
answers False
When Nike attempts to get close to its customers at the local level by sponsoring local school
teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the
following marketing formats? correct answers grassroots marketing
Marketers usually identify niches by ________. correct answers dividing a segment into
subsegments
If an organization's marketing department wants to create "segment storyboards" to test the
attractiveness of each segment's positioning strategy, it would most likely occur in the ________
step of the segmentation process. correct answers segment "acid test"
Demographic variables are popular because they are often associated with consumer needs and
wants and they are easy to measure. correct answers True
In the ________ step of the market segmentation process, the marketer determines which
demographics, lifestyles, and usage behaviors make each needs-based segment distinct and
identifiable. correct answers segment identification
, If married and unmarried women respond similarly to a sale on perfume, these hypothetical
segments fail the ________ criterion for useful market segments. correct answers differentiable
To be useful, market segments must be measurable. correct answers True
In the ________ step of the market segmentation process, the marketer evaluates the segment
using criteria such as market growth and market access. correct answers segment attractiveness
Marketers can assume that people who buy a given product want the same benefits from it.
correct answers False
An attractive niche consists of customers having a distinct set of needs. correct answers True
To be useful, a market segment should be ________, which means the largest possible
homogeneous group worth going after with a tailored marketing program. correct answers
substantial
The dimensions in the VALS framework are consumer resources and ________. correct answers
consumer motivation
The fact that Honda described its boxy Element as a "dorm room on wheels," but then attracted
so many baby boomers that the average age of the Element turned out to be 42 illustrates what
quality of baby boomers? correct answers wanting to turn back the hands of time
For segmenting a business market, situational factors include urgency, specific application, and
size of order. correct answers True
A leverageable advantage is one that a company can use as a springboard to new advantages.
correct answers True
Epic Inc., a firm that produces chairs for offices, uses comparative advertising to inform
consumers that its products offer the same features and quality as the competitor's. This is an
example of a(n) ________ attack. correct answers frontal
The most constructive response to protecting market share is continuous innovation. correct
answers True
Category membership is seen as the products that function as close substitutes of a brand. correct
answers True
Pepsodent launched a new product that could whiten teeth, fight decay, and maintain fresh
breath. Observing that Pepsodent did not focus on the dental sensitivity aspect, Colgate
introduced a toothpaste which did all of the above and also protected sensitive teeth. This is an
example of a(n) ________ attack. correct answers flank
