PSUMKT 364 LESSON 3

The goal of benefit positioning is to:

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

• build a distinctive customer benefit that is featured.

• discover new uses for a brand.

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

When will customer’s Cognitive Dissonance increase?

• The purchase price is high

• There are no close alternatives

• The item is tangible

• The purchase in not important

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

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

• high involvement and rich prior experience.

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

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

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

• Evaluative criteria

• Importance weights

• The consideration set

• Beliefs

Consumers form evaluations based on the characteristics or attributes or performance

• Consideration Set

• Internal Search

• Cognitive Dissonance

• Evaluative Criteria

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

• Marketing

• Market research

• Consumer behavior

• Consumer management

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:

• internal search

• Market research

• Consumer behavior

• Consumer management

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

• chewing gum

• cake mix

• an automobiled.

• a backpack

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

• problem recognition.

• an internal search.

• an external search.

• a purchase task.

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

• Advertising

• Perceptual defense

• Advetising clutter

• Noise