Chapter 9 Quiz

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. Marketing managers often use _______ when they want to examine repeat purchasing patterns.

attitudinal loyalty correct incorrect

consumer panel data correct incorrect

differentiated brands correct incorrect

market penetration correct incorrect

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. We demonstrate _______ purchase patterns, depending on how often we need to replace our products.

predictable correct incorrect

unpredictable correct incorrect

dynamic correct incorrect

inconstant correct incorrect

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. Purchase frequency is

how consumers perceive products or brands as relevant to their personal interests. correct incorrect

the number of times a consumer uses coupons or product rebate programs. correct incorrect

a strategy that consumers use to help them make consumption choices. correct incorrect

the average number of times a consumer purchases a product in a given period. correct incorrect

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. _______ is the proportion of the total sales for one brand versus all brands in the market.

Market penetration correct incorrect

Purchase loyalty correct incorrect

Market share correct incorrect

Attitudinal loyalty correct incorrect

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. _______ is the phenomenon whereby brands with smaller market share have fewer buyers who buy the brand less often.

Shopper marketing correct incorrect

The Pareto principle correct incorrect

Double jeopardy correct incorrect

The law of moderation correct incorrect

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. The _______ suggests that about 80 percent of a company's sales come from 20 percent of its customers.

duplication principle correct incorrect

Pareto principle correct incorrect

law of buyer moderation correct incorrect

attribution theory correct incorrect

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. The _______ suggests that, over time, light buyers tend to become heavier, and heavier buyers tend to become lighter.

duplication of purchases principle correct incorrect

attribution theory correct incorrect

law of buyer moderation correct incorrect

Pareto principle correct incorrect

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. Marketing managers will _______ their target market to determine how a specific consumer groups interacts with their brand.

segment correct incorrect

motivate correct incorrect

change correct incorrect

expand correct incorrect

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. When a deeper level of connection is forged between an individual and a brand, it is called a

double jeopardy. correct incorrect

brand relationship. correct incorrect

consumption bond. correct incorrect

market certainty. correct incorrect

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. When there is a mental and behavioral preoccupation with a brand, it is called brand

distaste. correct incorrect

doubling. correct incorrect

Aversion. correct incorrect

addiction. correct incorrect