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Laddering is a marketing research technique that has been developed to identify links
between attributes, consequences, and values.
Discuss the benefits of brand equity from the firm's perspective.
Information Resources Inc.'s BehaviorScan is a single source system that collects
consumer purchase data by having consumers use held-hand scanners to read bar-coded
UPC symbols.
Name and describe the types of rewards consumers receive when using sales
promotions.
To assess the potential success of a proposed package, each VIEW component can be
rated, first, in terms of its importance and then with respect to how well the new
package performs on each component, its evaluation score.
Horizontal lines on a package evoke feelings of strength, confidence, and pride.
Bonus packs are sometimes used as an alternative to price-off deals.
An expectation from the consumer's perspective is based on how the brand has been
positioned.
Sophisticated brand managers simply reach into a 'bag' and pick out any promotional
tool because the multiple forms of promotions are completely interchangeable.
The encoding variability hypothesis states that people will be more likely to remember
information that is relevant to their daily lives.
