MKT 3352

By creating stories and using mental pictures to help sell their offerings, marketers are utilizing which heuristic or fallacy?

Availability heuristic

__________ are the trademarkable devices that serve to identify and differentiate a brand.

Brand elements

A brand that uses their positive brand equity to create a good in a new product category but use the existing brand name uses what branding strategy?

Brand extension

___________ is defined as the perceptions about a brand as reflected by the brand associations held in memory.

Brand image

The Foot-in-the-Door effect is effective because it relies on which weapon of influence?

Commitment and consistency

Features actually used to differentiate among choices are called ________ attributes.

Determinant

Which of the following is NOT a type of non-product related attribute?

Durability

Dimensions we use to judge the merits of competing options are called ________.

Evaluative criteria

Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong?

Experiencers

A customer buying an unfamiliar product which carried a fair degree of risk would most likely engage in what type of problem solving?

Extended problem solving

The object of an attitude (Ao) can be an object or an issue, but not a person.

False

The VALS2™ group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change.

Innovators

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?

Interests

Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement is ________.

Internalization

AIO surveys help measure ________.

Lifestyles

According to the ________ rule, a product with a low standing on one attribute cannot make up for this position by being better on another attribute.

Non compensatory

Tanya type scans the newspaper ads every day for new information about current fashion styles and trends, even though she isn't thinking about buying clothes anytime soon. Tanya is engaging in a(n) ________ search.

Ongoing

The first step in the cognitive decision-making process is ________.

Problem recognition

A brand that uses their positive brand equity to create a good in an existing product category but use the existing brand name uses what branding strategy?

Product extension

A well-known segmentation system based on how consumers agree or disagree with various social issues is called _____________

The VALS (Values and Lifestyles) system

Which attitude function is associated with a focus on particular social identities and lifestyles (e.g., "What sort of man reads Playboy?")?

Value expressive