MAY 2016

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  • Created by: Mulenga
  • Created on: 08-05-18 21:20
Marketing mix planning begins with ________.
a) Building an offering that brings value to target customers
1 of 12
Faced with unknown levels of perceived risk when buying an expensive item, consumers are likely to? 1. Seek additional information 2. Rely on word of mouth 3. Look at alternatives / substitutes 4. Take more time before making a purchase decision
d) All of them
2 of 12
The major characteristic of a private brand is that
b) Manufacturers are not identified on the product
3 of 12
As a manufacturer increases the price, ________.
a) The break-even volume drop
4 of 12
Pricing is important because: 1. It tells the consumer what they have to pay to buy an offering. 2. It enables comparisons between different suppliers offerings to be made. 3. It is linked to “customer value propositions”. 4. It supports profit goals
d) All of them
5 of 12
________ involves actually distinguishing the firm's market offering to create superior customer value.
c) Differentiation
6 of 12
Gainville, an expert in fostering customer community, engages customers at a deep, emotional level, and has been ranked one of the Breakaway Brands by the brand consultancy Kendell Associates. Gainville is most likely positioned on ________.
c) Strong beliefs and values
7 of 12
Cool Dairy, an ice-cream maker, launches an ad campaign that shows that its products have lower fat content than the frozen dessert products promoted by Dreamland, its main competitor. This is best described as an attempt at ________.
b) Reducing pressure from substitute products
8 of 12
When consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands, they most likely will exhibit ________.
b) Dissonance-reducing buying behaviour
9 of 12
Galaxy Sports have successfully maintained sales and profits in the footwear market by changing both the target market and the basis of its appeal in this market. This is an example of:
c) Brand repositioning
10 of 12
________ is more suited for products that vary in design.
a) Differentiated marketing
11 of 12
Marketers describe the way a consumer processes information to arrive at brand choices as __________.
b) Alternative evaluation
12 of 12

Other cards in this set

Card 2

Front

Faced with unknown levels of perceived risk when buying an expensive item, consumers are likely to? 1. Seek additional information 2. Rely on word of mouth 3. Look at alternatives / substitutes 4. Take more time before making a purchase decision

Back

d) All of them

Card 3

Front

The major characteristic of a private brand is that

Back

Preview of the front of card 3

Card 4

Front

As a manufacturer increases the price, ________.

Back

Preview of the front of card 4

Card 5

Front

Pricing is important because: 1. It tells the consumer what they have to pay to buy an offering. 2. It enables comparisons between different suppliers offerings to be made. 3. It is linked to “customer value propositions”. 4. It supports profit goals

Back

Preview of the front of card 5
View more cards

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