Chapter 6 Multiple choice questions

Chapter 6 Multiple choice questions

Quiz Content

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. In marketing, the term proposition:

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. Many retail brands adopt a single umbrella brand, based on the name of the organization. This is referred to as:

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. This branding policy requires that all the products use the organization's name, either entirely or in part, e.g. Microsoft, Heinz, and Kellogg's

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. _________ is a strategic activity and is used to differentiate and distinguish a brand, so that a consumer understands the brand, not just remembers it.

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. This level of branding can be seen when a customer attaches a name, term, or other feature that enables them to identify one seller's good or service as distinct from those of other sellers. This branding is known as:

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. This is the process in which offerings move through a sequential, pre-determined pattern of development similar to the biological path that lifeforms follow:

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. These are non-durable goods or services, often bought with little pre-purchase thought or consideration:

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. ________________reflect a purchaser's high level of involvement in the purchase decision. There is high perceived risk in these decisions so consumers spend a great deal of time, care, and energy searching, formulating, and making the final decision.

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. These goods are bought infrequently, used repeatedly, and involve a reasonably high level of consumer risk:

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. This is a group of people in the process of diffusion who enjoy being at the leading edge of innovation and buy into new products at an early stage:

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. The process by which individuals accept and use new propositions is referred to as:

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. During the __________ stage of the adoption process, the innovation is tried for the first time. Sales promotions are often used as samples to allow individuals to test the product without any undue risk. Individuals accept or reject an innovation on the basis of their experience of the trial.

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. ____________ describes the extrinsic properties of the product (the colour, the packaging, the product consistency, associations) and level to which these satisfy customers' psychological or social needs.

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. In the _________ stage in the adoption process, consumers become aware of the new proposition. They have little information and have yet to develop any particular attitudes towards the product. Indeed, at this stage consumers are not interested in finding out any more information.

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. These goods are low-priced products that are bought frequently, are used just once, and incur low levels of purchase risk:

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. Which of the following is a type of consumer product bought relatively infrequently and which requires consumers to update their knowledge prior to purchase?

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. Once referred to as a multibrand policy, this branding strategy requires that each product offered by an organization is branded independently of all the others. This is known as:

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. Which of the following is a stage in the new product development process, undertaken when a new product is tested with a sample of customers, or is launched in a specified geographical area, to judge customers' reactions prior to a national launch?

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. Many brands are deliberately imbued with human characteristics, to the point that they are identified as having particular personalities. This is referred to as:

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. Which of the following is the rate at which a market adopts an innovation?

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