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5 Written questions

5 Matching questions

  1. The perceptions of __________ are measured in a perceptual map
  2. Alexis has selected target markets for her fashion accessories store in a suburban strip mall. She is now deciding how to position the accessories. She could consider positioning based on:

    a) product attributes
    b) symbols
    c) competitive comparisons
    d) value
    e) all of the above
    f) none of the above
  3. American visitors to the Indonesian island of Bali are often aghast when they see the sign for the Swastika resort. Americans associate the Swastika symbol with Nazi Germany while Indonesians associate the symbol with the four major elements on Earth. The two groups have different:

    a) postpurchase dissonance
    b) perceptions
    c) factual norms
    d) attitudes
    e) risk factors
  4. Though Asian Americans comprise only 3 percent of the U.S. population, they represent:

    a) A large proportion of the minorities in the Midwest
    b) The easiest minority group to access
    c) The fastest growing minority population
    d) A uniform group of consumers with a common language
    e) All of the above
  5. Google and other search engines allow marketers to bid to have their ads shown when consumer search on keywords related to the firm's products. These marketers are attempting to create value through

    a) Promotion
    b) Place
    c) Price
    d) Primary
    e) Product
    f) All of the above
  1. a c) The fastest growing minority population
  2. b consumers

    Perceptual maps measure perceptions of consumers, not of competitors or members of the firm
  3. c b) perceptions

    The cultural differences between Americans and Indonesians have led to different perceptions of the meaning of the swastika symbol
  4. d e) all of the above

    All of these are factors Alexis may use to position her store
  5. e a) Promotion

    Ads displayed in search engines are examples of promotion

5 Multiple choice questions

  1. substantial
  2. d) place

    By making sure the mobile network is available to use where and when customers want it, cellular service companies are working on place value creation
  3. d) temporal

    Hunger is an example of a temporal state, a temporary state of mind that can influence decision making. In this case, the suggestion is that hunger will cause the consumer to purchase things s/he wouldn't buy otherwise
  4. b) created penalties for sending misleading commercial email

    The CAN-SPAM Act of 2003 restricts the situation in which spam email can be sent
  5. Competition

5 True/False questions

  1. Regina wants to position her financial services company. Regina can position her services according to:

    a) competitive comparisons
    b) product attributes
    c) symbols
    d) value
    e) all of the above
    f) none of the above
    e) all of the above

    Each of these is an option to consider when positioning a product

          

  2. In addition to calculating the potential profitability of a market segment, marketers will also consider:

    a) customer loyalty
    b) the cost of replacing customers
    c) defection rates
    d) likely future sales to customers
    e) all of the above
    e) all of the above

    The criteria listed help to determine the cost of acquiring new customers in the future, which is an important factor in assessing long-term profitability of a segment

          

  3. Insight Guides, a line of travel books, provides travelers with background information about the peoples' beliefs, values, and customs. Insight's books educate travelers about a country's

    a) Demographics
    b) Political parties.
    c) Social concerns
    d) Culture
    e) All of the above
    f) None of the above
    e) none of the above

    By emphasizing the low price and high quality, the university president is focusing on value (which is not listed in the choices)

          

  4. Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is ____________ his business relative to his competitione) none of the above

    By emphasizing the low price and high quality, the university president is focusing on value (which is not listed in the choices)

          

  5. After assessing the market growth potential and market competitiveness for his company's baby products in Mexico, Harmon wanted to evaluate market access. To do this, Harmon would consider:

    a) the current size of the market and the expected growth rate
    b) ease of pricing control and number of promotional outlets
    c) ease of accessing or developing distribution channels and brand familiarity
    d) the number of competitors, entry barriers, and product substitutes
    e) all of the above
    c) ease of accessing or developing distribution channels and brand familiarity

    Evaluation of profitability considers market growth, market competitiveness, and market access, along with ensuring that the profit margin will be sufficient to cover costs. Market access includes ease of developing or accessing distribution channels, and brand familiarity

          

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