BUAD479
When conducting a five Cs analysis and developing the context which factors should not be included in the analysis
Firm Capabilities
when doves real beauty rebranding initiative attempted to replace women notion of beauty with women who are healthy and have high levels of self esteem. while also having the double standard of ace skincare promoting stereotypical depictions of woman's desirability. this is a brands value claim as not being
faithful
the objective of a macro environmental analysis is to
identify the relevant demand forces determine their relation and predict how they might change in the future
With MOA it is essential to estimate the number of customer in the market. What should be done to ensure a reasonable estimate of the number of customers for your product
identify the target marker
The phase 3 post purchase process for a high involvement shopper is best described as
reevaluating the purchase little or not at all
procter and gamble wants to introduce a new line of anti aging cosmetics in singapore. Which of the following is not a collaborator. r&D department in the us outsourced manufacturing in china walgreens stores suppliers of of ingredients from japan
R&D department in the US
Which of the following options would not be included in selling toothpaste to target customers who beliee that all brands of toothpastes are similar when those consumers are expected to satisfice give the toothpaste an affordable price make the toothpaste easy to find advertise heavily
advertise heavily
when looking at key inputs to the pricing decision the feasible zone includes all of the following except cost of good sold true economic value perceived value price
True economic value
value based claims that make a brands positoning resonate with its target market are
aligned with the target markets worldviews ideologies and beliefs
which of the following is not a marketing channel task
before sales service
Which of the following participants is not part of the buying process competitor user influencer purchaser
competitor
Whole foods grocery stores has chosen to market its organic products to college educated consumers. This approach is an example of what type of segmentation.
Demographics
Which activity is not a part of the MOA process Develop a production plan establish market requirements macro environment analysis forecast sales from product markets
Develop a production plan
When newark liberty airport became a hub for united airlines several major hotel companies built new lodgings in the immediate vicinity. Which of the six forces that govern competition in an industry is illustrated by
complements
in the market opportunity analysis process the evaluate marker opportunity step
Is the final step undertaken to pull the analysis from earlier steps into an overall picture of market opportunity
What are benson shapiros three degrees of interaction
consistency Integration Leverage
leonard lodish and carl mela suggest that all of following contribute to marketers too frequent shortsighted strategic vision excpet the dearth of data to measure long term investment returen an increase in competitive barries to entry the abundance of real time sales data
an increase in competitive barriers to entry
what is the order of the levels for the customer value hierarchy
attributes consequences desired end states
The approach to understanding customer value described in chapter 5 of the cadotte and bruce text book suggests
attributes are the means by which consumers achieve desired end states
laddering is a successful interviewing method that explores
attributes preferred consequences desired and benefits sought
firms cannot create
consumer segments
sue is considering purchasing a new vacuum cleaner. which of the following set is she using when she is ready to make the final decision. chose set total set consideration set
choice set
Which of the following choices in not an essential element of a positioning statement
comparision to the competition
research indicates that which of the following plays the greatest role in the product purchase decision process
customer reviews/ recommendations
The segmentation process begins by grouping
customers with similar needs and preferences
in regard to segmentation all of the following are examples of a customers behavior or relationship with a product except loyalty status demographics user status usage rate
demographics
the goal of cluster analysis is to group custiomers and determine the number of groups or clusters so that the
distance between two customers in a cluster is minimized
advertising that uses evocative imagery symbols and situations that tap into feelings may be more effective when decision making is driven by
emotions
which of the follwoing is among the fundamental elements in the dynamic process for managing marketplace competition
execute offensive or defensive competitive moves while observing and analyzing rivals moves
for claims about the product positioning statements should
focus on the single most important value claim
mass customization is most appropriate
for technology products where the cost of new versions is extremely low
When shopping for a smartphone a consumer first compares prices to see which brand offers the lowest price. after also inspecting the product features of the various phones however she decides that the lowest priced brand is not her choice instead the one with the best features. this is known as
functional value
according to young and rubicams power grid what are the key characteristics of an aspiring brand
high differentiation and relevance low esteem and knowledge
corporations can benefit from personal branding through i) celebrity endorsements ii) customers who relate to the brand personalty iii) development of employee leadership potential
i and iii
Most ececutives agree that brand strategies must be engineered across the entire marketing mix and throughout the life cycle of a product. which of the following is not a component of that marketing mix. i) pricing ii) market research iii) production iv)
ii, iii, iv
interbrand z and fincance all use qualitative and quantitative measurements to calculate brand value byt z models gratest differentiating component is its
incorporation of proprietary global market research data
which of the following approcahes is not an avenue for changing the position of arm and hammer baking soda in the minds of consumers in order to extend the product life cycle and increase sales
increasing trade promotions
a soda maker promotes the fact that its products are sweetened with splenda a brand of sugar substitute owned by the british firm tate and lyle. a cookware company advertises that its pots feature teflon a nonstick coating brand owned by dupont both the soda maker and the cookware company are using a competitive technique known as
ingredient branding
the purchase phase of the decision making process of purchasing a washing machine includes all of the following except installation of the product timing of the purchase brand of the product payment method
installation of the product
One of the reasons customer value hierarchies is important is that
it increases the level of stability as one moves up the hierarchical stages
Which of the following is NOT true of the type of game known as the prisoners dilema
it is a zero sum game
meging and miling brands are examples of
liquidating brands from a product portfolio
where on young and rubicams power grid would a product with high brand recognition but with low differentiation and relevance likely reside
lower right quadrant/ ereoding brand
Which of the following is not part of the product market structure product type market brand generic product market market region
market region
developing a broad understanding of your market includes
market region
All of the following should be considered when establishing an organization that consumers consider to be employing socially and envirnmentally responsible practices except optimizing sourcing practices for raw materials minimizing its carbon footprint maximizing sharholder return by relocating corporate headquarters overseas contributing to the communities in which the organization has operations
maximizing shareholder return by relocating corporate headquarters overseas
all of the following should be part of best buys in store marketing strategy to influence sales of consumer electronics in its stores except recognizability of the brand name the decision to display the product or not method of product delivery acceptability of the price point
method of product delivery
among the segmentation variables related to purchase behavior is consumers share of wallet this term refers to
money that a consumer spends with one firm as a share of all the money that the consumer spends in that category
ceratin industries like mass media cellular phone services and computer op systems are dominated by a small number of major competitors who overwhelmingly dominate the market. these industries are known as
oligopolies
when competing against other energy drinks like red bull and monster 5 hour energy is thinking through how to get its brand to occupy a clear distictive and desirable place in its target customers minds. what problem is it trying to solve
positioning
what the market will bear refers to customer response to which element of your product
price
for a segmentation to be useful it must meet several criteria. which is not identifiable substantial profitable
profitable
which of the follwoing is most associated with a purchase using cognitive processes compared to emotional factors
real estate loan
a firm should consider three key factors when choosing a target segment including not only the external factors of competiioiton and segment characteristics but also the firms interal
resources and competencies
the PARTS acronym is used to specify the components of a competitive game and provide a framework for analyzing that game. the S in PARTS stands for
scope
highly satisfied customer are
six times more likely to repurchase than just satisfied customers
the zone of indifference refers to
small unnoticeable differences in a products level of performance
the manager of a chain of gyms is concerned about falling prey to marketing myopia by not defining his competitive landscape properly. how should he define the business to avoid falling into this trap.
solutions for good health
all of the following are examples of disposal of a product that comes with another product except an office products store providing a drop off box for ink and toner cartridge recycling hewlett packard providing mail labels with new ink and toner cartridge purchases so that the old cartridge can be returned for recycling tempur pedic describing how to clean its mattresses
tempur pedic describing how to clean its mattresses
When designing new or improved products some manufacturers spend a considerable amount of time just trying to catch up or keep up with new or improved products introduced by the competition. This often results in an inability to achieve strategic competitive advantage. this would most likely be experienced by firms
that focus their R&D at the attribute level
A competitive analysis of starbucks entering new markets includesexcept
the number of new coffee drinkers in the united states every year
According to the chapter the consequences of product use are
the outcomes that are experienced by the customer
a customer is shopping for spices in a us supermarket she pauses as she compares the goya brand of cinnamon to the mccormick brand. she opts for the mccormick cinnomon judging it to be of better quality. This instinctual bias is known as
the provenance paradox
which of the following components is not included in the description of the MOA process the structure of the market the capabilities and requirements of the distributors the market requirements of the customer the stage of the product life cycle
the stage of the product life cycle
which one of the following is not likely to be true of low involvement purchases they require little effort they are in the mid price range they are routine they are quick transactions
they are in the mid-price range
which of the follwoing represents the most significant risk to companies using a mass marketing approach
they may lose customers to niches marketers
which of the following best describes brand promise
what a company wants a consumer to do/gain/feel by using the product
which of the following in not an accurate statement about consequences when compared to desired end states consequences when compared to desired end states consequences are a more abstract representation of customer needs consequences can be outcomes experienced from using a product as well as from simply owning the product positive and negative consequences are the means by which goal attainment is accomplished or inhibited
when compared to desired end states consequences are a more abstract representation of customer needs
there are many potential segmentation variables but these variables can be grouped into three basic categories. the categories include all of the following except why do customers make the decisions they do who are the customers when do customers buy
when do customers buy
which information is not collected as part of a customer profile
willingness to pay for a specific products
The total population of cigarette smokers in many markets is stagnant or decreasing over time under such conditions the goal of tobacco companies is to entice existing smokers to swithc brands. these tobacco marketers are playing which type of game
zero-sum
