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5 Written questions

5 Matching questions

  1. Segmenting
  2. Compensatory model
  3. B2C
  4. Subliminal Advertising
  5. Company
  1. a ad that is shown so quickly that is doesn't meet the threshold of liminal recognition
  2. b a firm's capabilities/resources
  3. c cost/benefits; One excellent attribute can compensate for a poor attribute
  4. d Business to Consumer;
  5. e grouping customers with similar needs

5 Multiple choice questions

  1. Marketers may change marketing mix
  2. get inside the heads and hearts of customers
  3. As segment size increases, segments become more heterogeneous
    As segment size decreases, segments become less profitable
  4. narrow consideration set, decide on retail channel
  5. if a brand doesn't have important attributes, it is cut

5 True/False questions

  1. GeographicCultural differences can exist between countries or within a country
    Hot climates require different products than cold climates


  2. Competitionfirm works against and how they compare to the firm in terms of resources, capabilities


  3. Depth Segmentation Strategyserve one segment well


  4. Bottom Up Targetingprofitability (data-informed)


  5. 5 C'sProduct, Price, Place, Promotion


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