Ch.9 Test Study

Ch.9 Test Study

Question 1 of 25 | 4.0/ 4.0 Points |
Which of the following data are collected from consumers to develop a perceptual map for a particular product? |
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| A. A listing of all prospective brands and products | |
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| B. Managerial judgments about how consumers perceive products | |
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| C. Rank order of the ratings of a existing brand's preference relative to its competitors | |
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| D. Judgments of existing products or brands with respect to important attributes | |
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| E. Detailed explanations of why consumers make the choices they do | |

Answer Key: D
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  Question 2 of 25 | 4.0/ 4.0 Points |
One marketing action that can be taken to sell a single product or service to multiple market segments is |
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| A. develop and produce another version of the product. | |
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| B. manufacture products that appeal to different markets. | |
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| C. develop separate promotional campaigns. | |
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| D. purchase another firm that has additional products that would appeal to multiple markets. | |
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| E. issue stock used for additional research and development for improved products. | |

Answer Key: C
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  Question 3 of 25 | 4.0/ 4.0 Points |
The second step in segmenting and targeting markets is to |
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| A. group potential buyers into segments | |
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| B. group products to be sold into categories | |
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| C. develop a market-product grid and estimate size of the overall market | |
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| D. select target markets | |
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| E. take marketing actions to reach markets | |

Answer Key: B
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  Question 4 of 25 | 0.0/ 4.0 Points |
A key to positioning a product or brand effectively is discovering the perceptions of its potential customers. In determining its positioning in the minds of customers, companies take four...

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