Question 1 2 out of 2 pointsWith respect to consumer decision making, the ________ is the set of strong contenders from which one will be chosen as a supplier of a good or service.Question 2 2 out of 2 points________ refers to a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli. Question 3 2 out of 2 pointsBrands that meet consumers’ initial buying criteria are called the ________. Question 4 2 out of 2 pointsConsumers often choose and use brands that have a brand personality consistent with how they think others view them, also known as the ________. Question 5 2 out of 2 pointsThe ________ says people have a general tendency to attribute success to themselves and failure to external causes. Question 6 2 out of 2 points For a high-school student, Tim is highly concerned about environmental issues. He is a strong supporter of the garbage recycling and afforestation campaigns taken up by the environmental activists in his neighborhood. He wants to become a full time volunteer for their upcoming wildlife protection program and has even saved money to contribute to the cause. This group of environmental activists can be categorized under which of the following reference groups?Question 7 2 out of 2 pointsOf key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following can be considered an experiential information source? Question 8 2 out of 2 pointsThe relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior constitute ________. Question 9 2 out of 2 pointsA(n) ________ puts people into a frame of mind, such as, liking or disliking an object, moving toward or away from it.
Question 10 2 out of 2 points Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly. Question 11 2 out of 2 pointsThe ________ approach to consumer research asks customers to attach a monetary value to alternative levels of a given attribute. The value of a given configuration is determined by adding the average values of each of the given attributes. Question 12 2 out of 2 points If you performed the role of the ________ in a buying center, you would be the person that has the power to prevent sellers or information from reaching other members of the buying center. Question 13 2 out of 2 pointsGM employees work at large customer facilities to reduce materials-management spending. This is an example of the ________ form of solution selling.Question 14 2 out of 2 points In the purchasing decision process, the ________ are those who request that something be purchased. They may be users or others in the organization. Question 15 2 out of 2 pointsWhich of the following is a step in the straight rebuy buyclass?Question 16 2 out of 2 points A given percentage increase in consumer demand can lead to a much larger percentage increase in the demand for plant and equipment necessary to produce the additional output. Economists refer to this as ________. Question 17 2 out of 2 pointsHow can a marketer overcome the negative effects of commoditization?Question 18 2 out of 2 pointsThe business buyer has to make the fewest decisions when involved in a ________.
Question 19 2 out of 2 points________ is a key industrial marketing strategy in bidding to build large-scale industrial products such as dams, pipelines, etc.Question 20 2 out of 2 pointsThe ________ market consists of schools, hospitals, nursing homes, prisons, and other institutions that must provide goods and services to people in their care. Question 21 2 out of 2 pointsIn evaluating different market segments, the firm must look at two factors: the segment’s overall attractiveness and ________. Question 22 2 out of 2 pointsThe process of selecting one or more market segments to enter is called ________.Question 23 2 out of 2 points According to the VALS segmentation system, ________ are conservative, conventional, and traditional people with concrete beliefs. They prefer familiar, U.S.-made products and are loyal to established brands.Question 24 2 out of 2 points Linda was buying all her groceries from Home Needs supermarket for the past 5 years. She recentlycame across The Convenience Store, another supermarket just a few miles away from her place and started buying her groceries from them. Linda can be best described as ________. Question 25 2 out of 2 pointsIf a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern. Question 26 2 out of 2 points According to PRIZM, the ________ cluster is characterized as the nation’s tech-savvy singles and couples, living in areas typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants, and all types of bars-from juice to coffee to microbrew.
Question 27 2 out of 2 pointsA 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.Question 28 2 out of 2 pointsAccording to PRIZM, the ________ cluster is characterized as being in their late forties and fifties, college-educated, upper-middle-class homeowners that married late, and are still raising children in comfortable suburban subdivisions and pursuing kid-centered lifestyles.Question 29 2 out of 2 pointsAccording to the VALS segmentation system, ________ are successful, goal-oriented people who focus on career and family. They favor premium products that demonstrate success to their peers.Question 30 2 out of 2 pointsIn ________ marketing, the firm ignores segment differences and goes after the whole market with one offer.Question 31 0 out of 2 pointsAccording to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question “Does this brand offer me something?” Question 32 2 out of 2 pointsAccording to the brand asset valuator model, strong new brands show ________.Question 33 2 out of 2 points With respect to the “six brand building blocks,” ________ describes the relationship customers have with the brand and the extent to which they feel they’re “in sync” with it.Question 34 2 out of 2 pointsWhich of the following value creation processes means detailing the brand relationship journey in a narrative way, often anchored by and peppered with milestones?Question 35 2 out of 2 pointsAccording to brand asset valuator model, esteem and knowledge, the two pillars of brand equity together create ________, a “report card” on past performance and a current indicator of current value.
Question 36 2 out of 2 pointsA ________ is a set of all brand lines that a particular seller makes.Question 37 2 out of 2 points The traditional “marketing-mix” concept and the notion of the “four Ps” may not adequately describe modern marketing programs. ________ is about mixing and matching marketing activities to maximize their individual and collective effects. Question 38 2 out of 2 pointsAccording to Ries and Trout, Cadbury suffered from ________ when the company allowed its brand to become diluted by putting their name on such variants as mashed potatoes, powdered milk, and soups, apart from chocolates and candies. Question 39 2 out of 2 pointsWhich of the following “building block levels” corresponds to the branding objectives of points-of-parity and difference? Question 40 2 out of 2 pointsWhich of the following is a marketing advantage of strong brands? Question 41 2 out of 2 points Straddle positions ________.Question 42 2 out of 2 points Ford Motor Co. invested more than $1 billion on a radical new 2004 model called the X-Trainer, which combined the attributes of an SUV, a minivan, and a station wagon. To communicate its unique position-and to avoid association with its Explorer and Country Squire models-the vehicle, eventually called Freestyle, was designated a “sports wagon”. According to the given scenario, Ford Motor Co. conveyed their brand’s category membership by ________. Question 43 0 out of 2 pointsConsumers might not consider a hand sanitizer truly a hand sanitizer unless they are gels designed to apply topically, contain alcohol that kills the germs present on the skin, and developed for use after washing hands or for those times when soap and water are not available. These service elements are considered ________. Question 44 2 out of 2 pointsWhich of the following traits of a brand’s ability to become a lovemark implies empathy, commitment, and passion?
Question 45 2 out of 2 pointsSuppliers who are dependable in their on-time delivery, order completeness, and order-cycle time are most likely to be differentiated based on ________.Question 46 2 out of 2 points In 2006, Sara Lee spun off products that accounted for a large percentage of the company’s revenues, including its strong Hanes hosiery brand, so it could concentrate on its well-known food brands. In this example, Sara Lee is employing a ________ strategy. Question 47 2 out of 2 pointsA market leader on the look out for more usage from existing customers should focus on increasing the frequency of consumption and ________. Question 48 2 out of 2 points________ is a slowdown in sales growth because the product has achieved acceptance by most potential buyers.Question 49 2 out of 2 pointsMarket broadening and market diversification are likely tactics employed in ________ strategies.Question 50 0 out of 2 points A firm that is based in France designs jewelry and takes custom orders from around the world. They do not design more than 15 pieces of jewelry in a year and ensure that each design uses unique stones and is different from the other. Such nichemanship is an example of ________ specialist role.
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