1Identify all of the possible risks of a brand or line extension: Select one or more: a a diluted or damaged customer image of products associated with the line-extended brand b a weakened manufacturing and distribution process c a diluted or damaged brand image
1Identify all of the possible risks of a brand or line extension:
Select one or more:
a a diluted or damaged customer image of products associated with the line-extended brand
b a weakened manufacturing and distribution process
c a diluted or damaged brand image
2The first step in outlining a strong marketing positioning statement is to:
Select one:
a address the target audience
b address the key reasons customers should believe in the statement
c address the category or frame of reference
3In order for a company to market the same product or service to different markets, what step is critical for the company to take?
Select one:
a The company should generate different positioning strategies to target the different audiences
b The company should show its product or service is similar to its competitors
c The company should be consistent and use the same marketing mix for different audiences
4The advantage of
Select one:
a can be expensive
b takes time
c can help make a good decision
d is infallible
e is always done
5A company sells vacuums for consumers and wants to see the latest marketing trends, find data on its industry, and developments in both online and offline news sources for its yearly forecasting What is a best place for it to discover this information?
Select one:
a US Census Bureau
b industry associations, professional journals
c internal data
6____ rewards a person for frequent purchases
Select one:
a Longevity
b Loyalty programs
c Attitudinal loyalty
d Advertising
e Behavioral loyalty
7Fill in the blank with the best response A competitive advantage is _______________________
Select one:
a a tool that helps calculate how different competitors are positioned in the market
b a quality, capability, or trait that grants an organization the ability to outperform its competitors
c a means of communicating a company’s product development cycle
8Diego purchased a new black jacket through Amazoncom When it arrived, he was disappointed when he opened up the package to discover that the black jacket he thought he ordered was actually dark navy blueThen he tried on the jacket and realized that the sleeves were too long for his arms What did Diego probably just experience about his purchase?
Select one:
a cognitive dissonance
b successful exchange process
c cognitive reassurance
9A company conducts primary research by watching its non-customers and customers purchase, shop, return products, give positive and negative feedback, and engage in a variety of behaviors What type of research did this company use?
Select one:
a in-depth interviews
b observational research
c focus groups
10A sentence that summarily describes the target market and defines what a company wants customers to think about its brand is the definition of:
Select one:
a differentiation statement
b product life cycle
c positioning statement
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