Which of the following would NOT support a market-skimming policy for a new product? A) The product's quality and image must suppor...
A marketer must be familiar with the five major product mix pricing situations. Which of the following is NOT one of them? A) product l...
In marketing research, attitudinal data obtained from rating scales are often treated as ________ data. A) nominal B) ordinal C) interval ...
Which of the following is NOT a potential reason for a new product to fail? A) an underestimated market size B) a poorly designed prod...
_______ is based on the development, design, and implementation of marketing programs, processes, and activities that recognize their brea...
Consumers usually perceive higher-priced products as ________. A) not within reach of most people B) having a higher quality C) havin...
Cost per thousand (CPM) is an expression of ______ for various media vehicles. A. relative cost B. absolute cost C. reach D. frequency E. mo...
Describe three methods by which a brand can communicate category membership. Answer: There are three main ways to convey a brand's ...
Which of the following reflects the marketing concept philosophy? A) "We don't have a marketing department, we have a customer...
According to the textbook, your boss is most likely referring to ________ when she mentions "doing things right." A) strategy...
________ refers to the development of a distinct image for the product in the mind of the consumer.
The process of creating an image of a product in the minds of the consumers is called as positioning. Positioning helps to create first impression of brands in the minds of target audience. In simpler words positioning helps in creating a perception of a product or service amongst the consumers.
Determining how to get the product to the right people, in the right amounts, at the right time and place. What is the term that refers to a product's identity, as represented by its name and/or mark? Brand. For which pricing method is it crucial to perform a breakeven analysis? Cost-oriented pricing.
Brands influence consumer behavior by clicking with the “self-image” of the consumers. Adverts show levels of happiness and types of lifestyles that consumers want to have, and those act as symbols of what the brand represents.
The key assumption underlying the marketing concept is that to be successful a company must determine the needs and wants of specific target markets and deliver the desired satisfac- tions better than the competition.