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