Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
32. BlueBeak Corp. deliberately seeks out very small targets markets with unique purchase
patterns. The firm targets _____.
33. Leo Burnett advertising agency uses scanner data to cluster food buyers into six groups.
Which of these groups consists of people who buy all major brands, always on deals?
34. Planters sell the same peanuts to all final customers, but modify the packaging
depending on the size of the distributor. This is an example of _____.
35. Under _____, customers build the desired product, get an assessment of the resulting
price, and state their likelihood of making a purchase.
36. Which of the following best describes broaden the market fallacy?
37. Some firms capitalize on the end-user penchant by just launching a product and following
up to see who the buyers are, then focusing their promotions accordingly. This is an example of
a(n) _____.
38. How is continuity of innovation for new products related to learning by customers?
39. With reference to the classic diffusion theory of Everett Rogers, the _____ of a product
indicates how easy it is for a customer to purchase and use the trial portions of the product.
40. In the context of the product characteristics suggested by Everett Rogers, _____ refers to
how easy it is for a user to see the benefits of using a product.
41. The first 5 to 10 percent of customers who adopt a new product are referred to as the
_____.
42. During innovation diffusion, the _____ are the last customers in the market to try an
innovation.
43. A dog food is positioned as "the one with as much protein as 10 pounds of sirloin." This is
an example of a(n) _____.
44. One of the methods to position a product in the marketplace is to use attributes. In this
context, which of the following is an attribute?
45. Which of the following would help a firm keep a trademark forever, even if another firm
later displays proof of prior use?
47. Brand names are important assets that provide value to both a firm and its customers, as
they communicate quality, build positive brand images, and encourage customer loyalty. This
value is known as _____.
48. Businesses are using a(n) _____ when they put their corporate name on every product
they make.
49. Which of the following contradicts the concept of an umbrella brand strategy?
50. A package design strategy that uses key designs or some other packaging elements to
integrate the packaging of several individual items is best known as _____.
51. Describe the various types of demand sought based on the different levels of product
newness.
52. With the help of examples, briefly describe the alternative ways to segment a market.
53. In the context of micromarketing and mass customization, list David Olson's classification
of food buyers.
54. Discuss the crossing the chasm model proposed by Geoffrey Moore.
55. What is brand equity? Discuss its importance.
