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1. A product is really nothing but attributes.
2. Product attributes include features, functions, and benefits.
3. Benefits are product attributes that can be broken down into a limited set—uses and
users.
4. Analytical attribute techniques are felt to be more useful in Eastern culture than in
Western.
5. Theoretically, the three basic types of attributes occur in the sequence of a benefit
permits a certain feature, which in turn leads to its function.
6. The data obtained from users through the customer attribute ratings system is primarily
used for creating an OS perceptual gap map.
7. Determinant gap maps rely less on managerial judgment and more on tangible sales
8. In the context of gap maps, attributes that both differentiate and are important are called
determinant attributes.
9. Determinant gap maps are speedy and cost-efficient.
10. The "data cube" produced by AR perceptual gap maps are typically small in terms of size
and are of practical value to managers.
11. Factor analysis can be used to reduce an "overwhelming" number of attributes to a
manageable number of underlying dimensions/factors that can serve as the axes of the
perceptual maps.
12. In order to be useful, a factor which has been identified during factor analysis should
have an eigenvalue that is less than zero.
13. Techniques used for creating perceptual gap maps based on overall similarities require
customers to rate choices on individual attributes.
14. In the context of perceptual maps, multidimensional scaling attempts to plot the user
choices on a map such that the similarities are best preserved.
15. Gap analysis does not discover demand.
16. Which of the following attributes of a product indicates how a product provides
satisfaction to the user?
17. A product attribute that is unlimited in variety and indicates what a product does and how
it works is known as the _____ of the product.
18. With reference to product attributes, which of the following does the dimensional analysis
approach use?
19. Among the product attributes, which of the following is a feature?
20. A pen that sprays ink onto the paper is an example of a product:
21. Analytical attribute techniques:
22. Which of the following is a perceptual mapping technique?
23. Which of the following statements is true of analytical attribute techniques?
24. _____ is a statistical technique that uses maps of the market to determine how various
products are perceived by how they are positioned on the market map.
25. In a determinant gap map, _____.
26. Marketing managers in a product development firm routinely create "gap maps"
representing the position of their company's product vis-à-vis competitive offerings. The
marketing managers use their subject matter knowledge and make judgment calls based on prior
experience and expertise. This is an example of a(n) _____ gap map.
27. An OS perceptual gap map is made by typically using:
28. Customer attribute ratings are primarily used to produce _____ gap maps.
29. Jonathan, a marketing manager, is involved in a gap analysis procedure to seek customer
perceptions of his company's new product. He obtains useful data from users using overall
similarities of his customer preferences. This data is particularly useful in generating _____ gap
maps.
