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18/10/2020 11:14:44 PM

Advertisng and IBP: Review Lesson 3

1. The goal of benefit positioning is to:

a. Identify a small segment of consumers that will prefer the firm's brand.

b. discover new uses for a brand.

c. build a distinctive customer benefit that is featured.

d. revitalize a brand that has lost identity in the market.

2. When  will customer’s Cognitive Dissonance increase?

a.  The purchase price is high                         

b.  There are no close alternatives

c.  The item is tangible                                               

d.  The purchase in not important

3. For a consumer in the “Brand loyalty” mode, which sentence is true?

a. When consumers are inexperienced in a particular consumption setting, yet find the setting highly involving

b. In this decision-making mode, experience and involvement are both low.

c. a decision isn’t involving and a consumer repurchases from the category over and over again

d. high involvement and rich prior experience.

4. In MAAMs model, which of the following sentences reflects the priority that a particular evaluative criterion receives in the consumer’s decision-making process?

a. Evaluative criteria                                                  

b. Importance weights

c. The consideration set                                             

d. Beliefs

5. Consumers form evaluations based on the characteristics or attributes or performance 

a. Consideration Set                b.Internal Search                    

c.Cognitive Dissonance          d. Evaluative Criteria

6. _______ is the term that describes the actions a person takes in purchasing and using products

a.Marketing                                         b.Market research

c.Consumer behavior                          d.Consumer management

7. When a consumer has considerable prior experience with the products in question, thoughts and feelings about alternative may be well established and determine choice, that is:

a. internal search                     b. external search                   

c. personal source                    d. public source

8. For which of the following items would extended problem solving be used?

a.chewing gum                        b.cake mix

c.an automobiled.                    d.a backpack

9. Lan wants to purchase a new car, she has begun asking for advice from friends. She used:

a.problem recognition.                        b.an internal search.

c.an external search.                            d.a purchase task.

10. Derives from the context in which ads are processed, everyone is exposed to hundreds, maybe thousands of ads each day, none has time to sort through them all

a.Advertising              b.Perceptual defense                           c. Advetising clutter               d. Noise

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